This survey of visitors to Arizona’s wine tourism regions was undertaken to gather market research on a growing industry, including visitor demographics, travel patterns, satisfaction with the experience and spending patterns. This information will assist the wineries, vineyards, tasting rooms and local tourism communities in the wine regions with targeted marketing efforts, product development, and advocacy for a burgeoning industry that is critical to the health of these rural regional economies.

This report is a reexamination of visitor data first reported in the multi-year "Survey of Visitors to Arizona’s Tribal Lands," which was commissioned by the Arizona Office of Tourism and conducted in 2004-05 by the Arizona Hospitality Research and Resource Center at Northern Arizona University. That study, released in December 2005, analyzed visitor data collected for eight Arizona American Indian tribes and presented that data in aggregate for all tribes. This report, on the other hand, disaggregates that original database to take a more in-depth look at visitor patterns at Rural versus Metro tribes in Arizona.

Generally, this second study found that visitors to Rural and Metro tribes in Arizona are similar in many ways – parties of two persons; parties composed largely of family members; similar educational and income levels; private vehicles as travel mode; similar sightseeing and cultural/heritage activities; similar information sources; relatively high satisfaction levels; and, many similar shopping purchases. The survey also found some significant differences, however, including the following: Travel parties visiting Rural tribes contained more children, more Arizona residents, and had higher numbers of repeat visitors. Visitors to Rural tribes were also more likely to describe the tribe as their main destination; were more likely to engage in recreation and outdoor activities; stayed longer; and, consequently had higher spending. Visitors to Metro tribes were slightly older and visited the tribe as one stop on a longer trip. Visitors also reported slightly higher satisfaction levels at Metro tribes.

A survey of visitors to Native American tribal lands in Arizona was commissioned by the Arizona Office of Tourism and conducted by NAU’s Arizona Hospitality Research & Resource Center in 2004-2005. This research constituted the first major study of visitors to Native American tribes in Arizona and possibly in the Southwest. This final report, Survey of Visitors to Arizona Tribal Lands, provides first-ever baseline visitor data, presented in aggregate for the eight participating Arizona tribes. The study found that visitors to these Native American tribes in Arizona are slightly older, have higher annual incomes, stay longer, and have higher daily expenditures (for lodging, shopping and entertainment) than Arizona visitors generally. Visitors to Arizona’s tribes are also more interested in cultural and historic activities, shopping for arts and crafts, educational experiences and sightseeing than are visitors overall. They are also highly satisfied with their visits to Native American tribal lands.

The quality of jobs in the United States became a national concern in the 1980s after a long period of losses of relatively high-paying manufacturing jobs and gains of frequently low-paying service jobs. National job quality remains a concern today, as witnessed by the debate in the 2004 presidential campaign. The overall average wage is a measure of prosperity or well-being, but is not in itself a measure of job quality since job quality is just one of several factors — including cost of living, productivity, and desirability of an area — that affect the overall average wage. Little information on these factors is available by state. Adjusting for job quality reduces the state-by-state variation in wages. However, even after adjusting for job quality, the average wage still varies substantially by state.

The long-term trend toward lower-quality jobs in the United States continued between 2001 and 2004. Industrial job quality fell 1.6 percent nationally between 2001 and 2004. The decrease in occupational job quality was not quite as great at 0.9 percent. Thus, overall U.S. job quality dropped 2.5 percent during the three years, causing the U.S. average wage to be 2.5 percent less than it otherwise would have been. Arizona’s job quality fell between 2001 and 2004 at a pace worse than the national average. Relative to the national average, the industrial and occupational job mixes each slipped a bit more than 0.3 percent during the three years, for an overall decline of 0.7 percent. In Arizona, job quality in 2004 was 2.0 percent below the national average, but Arizona ranked 23rd among all states.