Other Social and Behavioral Sciences Commons^™

Nacaa Am/Pic Conference 2025, Billings, Montana, Ava Worbets, Kika Bradford, Megan Schultz

Institute for Tourism and Recreation Research Publications

This study was conducted for Montana State University (Extension) to provide insight into the characteristics of attendees of the 2025 National Association County Agricultural Agent’s Annual Meeting and Professional Improvement Conference hosted in Billings, Montana. Four hundred forty-seven attendees of the event completed the survey. Results show that the majority of respondents resided outside of Montana, 95% in other US states and 1% visiting from other US Territories, only 3% of respondents were residents of Montana. Out-of-county respondents spent an average of 6.4 nights in Montana, reporting a total spending of $748,676.05, mostly in hotel/motel/bed and breakfasts and event registration …

Impacts And Insights: Assessing The Aftermath Of Yellowstone’S 500-Year Flood In Montana, Melissa Weddell, Kara Grau, Patrick Holland-Stergar, Christina S. Barsky, Lauren K. Mckeague

Institute for Tourism and Recreation Research Publications

Tourism is shaped by many elements, including natural disasters and unexpected events, which can profoundly affect visitor patterns and destination choices. While disasters typically reduce tourist numbers, occasionally they can have a positive influence. The purpose of this report is to document the flood event, analyze its impact, recovery process, and the economic losses to the region, particularly in terms of tourism visitation and revenue to the area and its gateway communities. The project was a coordinated effort among researchers from the University of Montana’s Institute for Tourism and Recreation Research (ITRR), the Department of Public Administration and Policy, and …

Economic Contribution Of 2023/2024 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 20 of the 56 counties with the highest spending based on an average of 2023 and 2024 spending data.

Crazy Mountain Fiber Fest 2025, Sweet Grass County, Montana, Ava Worbets, Kika Bradford, Megan Schultz

Institute for Tourism and Recreation Research Publications

This study was conducted for the Sweet Grass County Chamber of Commerce to provide insight into the characteristics of attendees of the 2025 Crazy Mountain Fiber Fest. Fifty-two attendees of the event completed the survey. Results show that 92% of respondents were residents of Montana, of which 33% were from Sweet Grass County. Out-of-county respondents spent an average of 3.9 nights in Montana, reporting a total spending of $8,770.00, 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 …

Arts-Based Sustainability: From New York To Malawi, Martha B. Lerski

Publications and Research

Recognizing that libraries serve multiple constituencies and subject areas, this chapter documents and advocates for development of transdisciplinary arts-based research (ABR) and culture-related projects linked to environmental challenges. Libraries contribute collections and spaces, as well as the research of library and information scientists. Libraries are currently among invisible contributors to sustainability planning and services. The chapter will link this invisibility to the value of what visual arts refer to as negative space elements in subjects ranging from traditional ecological knowledge to environmental science. Library collections, projects, and research contribute to education for sustainable development (ESD) as required to achieve the …

The Road To Montana: Exploring The Decision Paths To Visiting Montana, Kika Bradford, Glenna Hartman, Matthew Pettigrew, Melissa Weddell

Institute for Tourism and Recreation Research Publications

Montana’s big skies, outdoor recreation, and cultural heritage attract millions of visitors each year. However, a segment of potential travelers remains unaware and/or disengaged from the state’s tourism market. This study identifies barriers and opportunities in engaging travelers who have never been to Montana.

The Missed Connection: Why Some Travelers Choose Not To Visit Montana, Kika Bradford, Glenna Hartman, Matthew Pettigrew, Melissa Weddell

Institute for Tourism and Recreation Research Publications

Montana attracts millions of visitors drawn by its natural beauty, outdoor recreation, and cultural heritage. A significant portion of these travelers are repeat visitors; however, some travelers visit only once and choose not to return. This study explores what drives that disengagement.

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.

2024 Estimates - Nonresident Visitation, Expenditures, And Economic Contribution, Kara Grau

Institute for Tourism and Recreation Research Publications

This report is a collection of estimates of 2024 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 purpose, and other visitor segments.

Montana Residents' Attitudes Towards Tourism - 2024, Carter Bermingham, Megan Schultz, Matthew Pettigrew, Jayce Beck

Institute for Tourism and Recreation Research Publications

A summary of Montana residents' attitudes towards tourism from the 2024 season. Overall, results from this study show that, in general, Montana residents hold a positive yet balanced attitude towards tourism within the state. For example, a majority of residents feel that the benefits of tourism outweigh the negative impacts, while also being in strong agreement that tourism promotion by the state provides an economic benefit to their community. At the same time, over 40% of respondents felt that the state was becoming overcrowded because of the number of tourists, while close to half felt that their community was dealing …

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.

From Climate To Conflict: Unravelling Multidimensional Vulnerabilities Of Small-Scale Fisheries In The Jaffna Peninsula Of Sri Lanka, Mahinda Senevi Gunaratne, R. B. Radin Firdaus, Augustine Sosai Sihivaitthasan, Sarjiyanto Sarjiyanto, Mohd Hafiidz Jaafar

The Qualitative Report

Vulnerability studies have often centered on climate change and catastrophic climatic events. Contrary to this trend, this study explores the multidimensional vulnerabilities faced by small-scale fisheries (SSFs) in the Jaffna peninsula of Sri Lanka. We employed the Integrated Vulnerability Analysis for Sustainability (IVAS) Framework for this analysis. Data was collected through focus group discussions and key informant interviews using semi-structured questionnaires. We analyzed our data following Reflexive Thematic Analysis using ATLAS.ti software and identified 15 vulnerability drivers across five domains specific to the local context, revealing that SSFs in the Jaffna peninsula are highly susceptible to multiple vulnerabilities. Notably, the …

Identifying Intangible And Biocultural Heritage Elements Toward Environmental Understanding: Engaging Stakeholders Through Art, Martha B. Lerski

Publications and Research

Grounded in a case study in Barbuda in the Caribbean, this research examines sustainability from the perspective of what arts and heritage can contribute to community engagement and local and broader understandings about the environment. This article documents a growing body of literature recognizing the role of arts and culture, including local knowledge and traditional ecological knowledge (TEK), in climate change endeavors. Art and TEK present expansive world views. Contextual information situates research done on the island of Barbuda pre- and post-Hurricane Irma. Visual arts workshops engaged community members in mixed methods research. Results documented cultural elements, particularly intangible and …

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 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.

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 …

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)

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.

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.

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 …

Estimating Effects Of Tourism Using Multiple Data Sources: The Miranda Tool As Part Of A Spatial Decision Support System For Sustainable Destination Development, Tobias Heldt

GSTC Academic Symposium - In conjunction with the GSTC Global Conference

Planning for sustainable mobility and destination development in rural areas is increasingly important when tourism grows in numbers. A key to address the challenge of transformation and adaptation of local communities to mitigate adverse effects in seasonal peak hours like traffic congestion, power failure, waste management and sewage flooding, is to properly estimate the number of visitors to a destination.

The problem of estimating tourism numbers is a known challenge since, for example, guest nights statistics are in-complete and non-commercial lodging (sharing solutions) are increasing. Recently, the promising utilization of mobile phone data has emerged as a means to estimate …

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.