Leisure Studies Commons^™

The Montana Travel Industry - 2024 Summary, Melissa Weddell

Institute for Tourism and Recreation Research Publications

2024 summary infographic of the Montana travel and recreation industry.

Harnessing Data To Shape Montana's Tourism Narrative – 2024 Montana Governor's Conference, Melissa Weddell, Kara Grau, Megan Schultz

Institute for Tourism and Recreation Research Publications

No abstract provided.

Montana Hot Springs 2024 – Insights From Mobile Location Data, Kika Bradford

Institute for Tourism and Recreation Research Publications

Research note presenting insights into activity at Montana’s commercial hot springs based on mobile location data. Drawing from data provided by Azira and visualized through Rove dashboards, the analysis reveals seasonal trends, average visitor stay durations, peak visiting times, and more.

Montana Agritourism In 2024: Opportunities And Challenges In A Changing Landscape, Glenna Hartman, Elena Bigart, Ava Worbets, Hilary Faxon, Melissa Weddell

Institute for Tourism and Recreation Research Publications

Agritourism is a growing industry that offers Montana’s farmers and ranchers an opportunity to supplement their income, preserve agricultural heritage, and foster public engagement with rural communities. With Montana’s rich agricultural history, expansive landscapes, and growing tourism sector, agritourism is uniquely positioned to thrive, benefiting both producers and local economies. This report highlights the opportunities, challenges, and future potential of agritourism in Montana, based on research and survey data from farmers, ranchers, and community stakeholders.

Montana Resident Report: In-State And Out-Of-State Travel Q2 2024, Carter Bermingham, Megan Schultz, Matthew Pettigrew, Jayce Beck

Institute for Tourism and Recreation Research Publications

A summary of Montana residents’ self-reported travel behavior, both in-state and out-of-state, for 2024.

Examining Pathways For Front-Country Camping Access In The Rural American West: An Application Of Access Theory, Hayley Ann Johnson

Graduate Student Theses, Dissertations, & Professional Papers

Access to front-country camping on North American public lands has historically been preferential to those who are White, relatively wealthy, and highly educated. In theory, however, all activities on public lands are available to all people, and everyone has equal right to enjoy the benefits from recreational activities like camping in these spaces. Since the 1960s, research on access has focused on the barriers, or constraints, that influence overall participation in leisure activities; however, few studies have examined access specific to front-country camping.

As a complement and extension of traditional leisure constraints theory, this study presents a unique application of …

Cooke City – Summer/Winter Visitor Data, Kara Grau, Melissa Weddell, Sophie Morris

Institute for Tourism and Recreation Research Publications

This research note summarizes the findings of ITRR’s Summer (2023) and Winter (2024) Cooke City Visitor Studies. Data was collected from visitors to the Cooke City, Montana, area to gain insight into who visits and what their visits entail. The following tables present travel group demographics and trip characteristics for visitors surveyed during both the summer and winter phases of the study.

Montana's Trail To The Stars: Understanding Stargazing In Eastern Montana And Beyond, Carter Bermingham, Ava Worbets, Melissa Weddell

Institute for Tourism and Recreation Research Publications

Night sky recreation is an emerging yet relatively unexplored segment of the tourism industry within Montana. Despite being home to some of the darkest skies in the nation, little is known about those who choose to stargaze in Montana. This study was designed to gather insights from previous visitors to Montana to better understand night sky recreation in the state and how visitors perceive Montana’s night skies. Part of the research purpose also was to provide information on respondents who visited a site along Montana’s Trail to the Stars, a collaborative effort between Southeast Montana, Central Montana, and the Missouri …

Montana Resident Report: Tourism Impacts And Perceptions Of Recreation And Visitor Behavior Q1 2024, Carter Bermingham, Megan Schultz, Matthew Pettigrew, Glenna Hartman

Institute for Tourism and Recreation Research Publications

A summary of Montana residents’ perceptions of others’ ability to appropriately participate in outdoor recreation. Other topics include community respect, as well as amenities and challenges presented from tourism.

Clark Fork River Pedal & Farm Tour, Plains, Montana, Kika Bradford, Megan Schultz, Rebekah Ficek

Institute for Tourism and Recreation Research Publications

This study was conducted to provide insight into the characteristics of attendees of the 2024 Clark Fork River Pedal & Farm Tour. 43 participants completed online surveys. The 2024 Clark Fork River Pedal & Farm Tour in Plains, Montana, attracted a diverse group of visitors, with 60.5% from Montana and 39.5% from out of state. The event was the primary reason for 91.7% of attendees’ visits, and 72.7% of non-local participants stayed at least one night, averaging 2.84 nights. This led to significant spending, particularly on accommodations and dining, totaling $6,524.00. Overall satisfaction was high, with 85.7% indicating they would …

Montanafair 2024, Billings, Montana, Kika Bradford, Megan Schultz, Rebekah Ficek

Institute for Tourism and Recreation Research Publications

This study was conducted for MetraPark to provide insight into the characteristics of attendees of the 2024 MontanaFair. 606 attendees of the event completed the survey. Results show that 97.8% of respondents were residents of Montana, of which 93.2% were from Yellowstone County. Out-of-county respondents spent an average of 3.51 nights in Billings, reporting a total spending of $32,547.00, mostly in hotel/motel/bed and breakfasts. Results provide event organizers with useful data for future event planning, making improvements to the event, event marketing/promotion, and understanding the visitor spending associated with the event.

Economic Contribution Of 2022/2023 Averaged Nonresident Travel Spending In Montana Travel Regions And Counties, Kara Grau

Institute for Tourism and Recreation Research Publications

Nonresidents spend over $5 billion in Montana each year. This report looks at the distribution of spending across Montana’s six travel regions, as well as 19 of the 56 counties with the highest spending based on an average of 2022 and 2023 spending data.

Itrr Presentation: Latest Updates For The Tourism Advisory Council (Tac), October 2024, Melissa Weddell

Institute for Tourism and Recreation Research Publications

ITRR Presentation: Latest Updates for the Tourism Advisory Council (TAC)

East Helena Valley Rodeo 2024, East Helena, Montana, Kika Bradford, Megan Schultz

Institute for Tourism and Recreation Research Publications

This study was conducted for the East Helena Valley Rodeo Association to provide insight into the characteristics of attendees at the 2024 East Helena Valley Rodeo. Surveys were completed by 554 attendees during and after the event using a tablet, paper surveys, and online link. Results show that 96.2% of respondents were residents of Montana, with 86.1% of these Montana residents from Lewis and Clark County. Out-of-county respondents spent an average of 4.16 in the East Helena area/Lewis and Clark County and more people spent money on accommodations ($15,639) and restaurant/bar ($11,833) than any other spending categories. In total, respondents …

Montana Folk Festival 2024, Butte, Montana, Kika Bradford, Megan Schultz

Institute for Tourism and Recreation Research Publications

This study was conducted for the non-profit Mainstreet Uptown Butte to provide insight into the characteristics of attendees of the 2024 Montana Folk Festival. Paper surveys were completed by 567 attendees of the event. Results show that over 80% of respondents were residents of Montana, of which 18% were from Butte-Silver Bow County. Out-of-county respondents spent an average of 3.3 nights in Butte-Silver Bow County, reporting a total spending of $130,608.00, mostly in hotel/motel/bed and breakfasts. Results provide event organizers and Mainstreet Uptown Butte with useful data for future event planning, making improvements to the event, event marketing/promotion, and understanding …

Smeltermen's Day Weekend 2024, Anaconda, Montana, Kika Bradford, Megan Schultz

Institute for Tourism and Recreation Research Publications

This study was conducted for Discover Anaconda to provide insights into the characteristics of attendees of the Smeltermen’s Day Weekend 2024. Surveys were completed by 79 attendees of the event. Results show that 86.1% of respondents were residents of Montana, with 66.2% from Deer Lodge County. Out-of-county respondents spent an average of 4 nights in Deer Lodge County, reporting a total spending of $21,566.00, primarily in accommodations, restaurants, and gasoline. The study provides event organizers and Discover Anaconda with valuable data for future event planning, improving the event experience, refining marketing strategies, and understanding the economic impact of visitor spending …

Itrr Annual Report - 2023, Melissa Weddell

Institute for Tourism and Recreation Research Publications

Within this report, you will discover a comprehensive overview of our past and future research projects, travel and outdoor recreation information, and behind-the-scenes stories of our impact. By transparently sharing our work, we aim to foster stakeholder engagement that supports rigorous and impartial research focused on continuous improvement. Reflecting on 37 years of milestones, ITRR has evolved and flourished through innovation, collaboration, and an unwavering mission to serve Montanans.

Unveiling The Power Of Tourism Research: Navigating Insights From Montana For 2024 And Beyond, Melissa Weddell, Kara Grau, Matthew Pettigrew

Institute for Tourism and Recreation Research Publications

ITRR presentation from the 2024 Governor's Conference on Tourism

Montana Residents' Attitudes Towards Tourism - 2023, Carter Bermingham, Megan Schultz, Matthew Pettigrew

Institute for Tourism and Recreation Research Publications

A summary of Montana residents' attitudes towards tourism from the 2023 season. Overall, results from this study show that Montana residents hold a generally positive attitude towards tourism in the state. Residents are aware of the economic benefit that tourism provides to their communities, and agree that the overall benefits outweigh the negative impacts. Perceptions of crowding at the statewide and community level appear to be easing from previous years.

The Montana Travel Industry - 2023 Summary, Melissa Weddell

Institute for Tourism and Recreation Research Publications

2023 summary infographic of the Montana travel and recreation industry.

2023 Estimates - Nonresident Visitation, Expenditures, And Economic Contribution, Kara Grau

Institute for Tourism and Recreation Research Publications

This report is a collection of estimates of 2023 nonresident visitation to Montana, expenditures by nonresident travelers in the state, and the contribution to Montana's economy of that traveler spending. Included are estimates by full year, quarter, trip purposed, and other visitor segments.

2024 Bber Economic Seminar - Montana Tourism Outlook Presentation, Melissa Weddell

Institute for Tourism and Recreation Research Publications

No abstract provided.

The Green Rush – How Montana's Outdoor Economy Fuels Sustainable Tourism, Melissa Weddell

Institute for Tourism and Recreation Research Publications

No abstract provided.

The Resilient Rebound Of Tourism To Sustainable Levels, Melissa Weddell, Kara Grau

Institute for Tourism and Recreation Research Publications

No abstract provided.

The Event At Rebecca Farm 2023, Kalispell, Montana, Ava Worbets, Hunter Tillman, Megan Schultz

Institute for Tourism and Recreation Research Publications

This study was conducted for Rebecca Farm to provide insight into the characteristics of attendees to the twentysecond annual The Event at Rebecca Farm. Paper surveys were completed by 158 attendees of the event. Results show that 41% of attendees were residents of Flathead Country and 59% came from outside of Flathead County. Visitors spent an average of 6.55 nights in the Flathead Valley area. People spent the most money ($96,336) on accommodations (hotel/motel/B&B/rental cabin/home), followed by restaurants/bars ($21,265), then the Rebecca Farm Trade Fair ($17,126). Respondents to the survey reported total spending of $199,471 in the Flathead Valley. Results …

Yellowstone Harvest Festival, Livingston, Montana, Ava Worbets, Hunter Tillman, Megan Schultz

Institute for Tourism and Recreation Research Publications

attendees of the Yellowstone Harvest Festival. Surveys were implemented on site during the event. A total of 78 event attendees participated in the survey. Results show that 81% of respondents were residents of Montana and of those Montana residents, 33% were from Park County. Out-of-county respondents spent an average of 3.55 nights away from home. Of those nights, an average of 2.46 of those nights were in Livingston and 3.50 nights in other nearby locations. Respondents to the survey reported a total spending of $18,134 in the Livingston/Park County area. Results provide event organizers and Explore Livingston with useful data …

Itrr Presentation To Tourism Advisory Council, October 2023, Melissa Weddell

Institute for Tourism and Recreation Research Publications

Presentation deck to the Tourism Advisory Council, October 4, 2023 highlighting Institute for Tourism and Recreation Research project overview, research methods, collaborations, recent accomplishments, etc.

Itrr Annual Report - 35 Years - 1987-2022, Melissa Weddell

Institute for Tourism and Recreation Research Publications

Within the pages of this report, you will discover a comprehensive overview of our past and future research projects, travel, and outdoor recreation information and data, as well as who we are and how we collect data. By transparently sharing our experiences and growth, we aim to foster an environment of continuous improvement and shared understanding. Reflecting on the milestones achieved, ITRR has continued to evolve and flourish over the past 35 years, with our journey marked by innovation, collaboration, and unwavering pursuit of our mission to serve Montanans.

Resident Participation In Outdoor Recreation: Montana Fish, Wildlife & Parks, Carter Bermingham, Megan Schultz, Matthew Pettigrew

Institute for Tourism and Recreation Research Publications

This study was conducted to better understand resident participation in outdoor recreation, specifically on public lands managed by Montana Fish, Wildlife & Parks. Respondents were asked about their participation in outdoor recreation, the importance of outdoor recreation to their quality of life, and their satisfaction with the investment of outdoor recreation facilities in their local area, among other topics. The report also includes demographic information as well as analysis conducted at the regional level.

Montana Folk Festival 2023, Butte, Montana, Ava Worbets, Hunter Tillman, Megan Schultz

Institute for Tourism and Recreation Research Publications

This study was conducted for the non-profit Mainstreet Uptown Butte to provide insight into the characteristics of attendees of the 2023 Montana Folk Festival. Paper surveys were completed by 860 attendees of the event. Results show that 82% of respondents were residents of Montana, and of those Montana residents, 45% were from Butte-Silver Bow County. Out-of-county respondents spent an average of 3.43 nights in Butte-Silver Bow County and more people spent money on restaurants/bars and hotel/motel while visiting the area than any other spending categories. Respondents to the survey reported a total spending of $199,074.00 in the Butte-Silver Bow County …