The Influence of Multiple Trips on Inquiry Conversion Research Results

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Abstract
The purpose of this article is to examine the implications of multiple visits to inquiry conversion results. Across five inquiry conversion studies, an average of 16.8% of the survey respondents reported making multiple trips to the destination area (1) after receiv ing the travel information packet, and (2) during the calendar year of the inquiry. Of those individuals who visited the destination, an average of 30.1% made more than one trip. Allowing for multiple trips increased the estimate of total trips by 37.7%, of total person- nights by 39.4%, and of total visitor expenditures by 34.7%.