OVERVIEW Consumers are making all kinds of decisions based upon their commitment to the environment. Until now, little has been explored and documented regarding attraction consumer’s views. Because leisure-time behaviors have significant economic impact, it is insightful to understand current trends and the motivations of attractions visitors. This landmark national study offers results that have universal applications.


CONCERNED CONSUMERS There is indeed an overwhelming concern for the environment among attraction visitors, with 9 in 10 people indicating they are concerned. Half of this group is very concerned about the environment. And this group’s influence is absolutely massive: nearly two-thirds (65%) of U.S. residents, or 197.3 million people, visited an attraction between September 2006 and September 2008.


Not surpringly, the PGAV study indicates the bar is set highest for botanical gardens. Over three-quarters of respondents, fully 86% of botanical garden visitors, expect botanical gardens, more than any other type of attraction, to employ green practices and procedures. Since “greenness” is core to the garden brand, visitors expect gardens to “do the right thing” in terms of sustainability.


Nearly 70% of attractions visitors are significantly more likely to visit, and visit more frequently, attractions that pursue green practices rather than patronize those that continue doing business as usual.


However, other destinations are not off the hook. While gardens are held to a higher standard, the public looks to institutions of all kinds to be leaders in green. Nearly 70% of attractions visitors are significantly more likely to visit, and visit more frequently, attractions that pursue green practices rather than patronize those that continue doing business as usual. Most significantly, nearly 30% of attractions visitors have already made the discriminating choice to pick green attractions.


THE GREEN VEST EXPERIENCE


A desirable benefit of visiting a green attraction is that consumers get to experience “wearing a green vest,” at least for a while. This experience allows them to participate in a sustainable experience and act responsibly. According to the study, people with household incomes over $100,000 are often more familiar and slightly more concerned with environmental issues than are people with lower incomes. However, they are not quite as willing to make personal changes, such as keeping their showers shorter, unplugging appliances not in use or regulating their home air and heat. Thus, by


visiting a green attraction, these consumers can be assured they’ve contributed to something important and feel good about the experience, without having to change their own daily habits.


LIKELIHOOD TO VISIT AN ATTRACTION THAT IS PURSUING ENVIRONMENTALLY FRIENDLY PRACTICES


18-34 35-54 55+


74.8% 58.2% 51.9%


0% 10% 20% 30% 40% 50% 60% 70% 80%


AGE


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