Promoting economic development with tourism in rural communities: Destination image and motivation to return or recommend

Abstract

Improving tourism is one means Extension professionals and other community stakeholders can use to build rural economic resiliency. The research reported in this article evaluates what motivates tourists to visit and how they perceive of Wisconsin's Kickapoo Valley as a destination. Data are drawn from surveys collected from out-of-town visitors. Results show the motivation to find excitement and adventure, the perception that the area is clean and hospitable, and whether visitors have been to the area more than once significantly affect their likelihood of returning to or recommending the area. Recommendations for how Extension professionals might use these findings are discussed.