The Influence of Unplanned Attraction Visits on Expenditures by Travel-Through Visitors

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Abstract
The purpose of this research was to examine the relationship between unplanned or im pulse attraction visits and expenditures by travel-through visitors to Nebraska. Of 1,424 travel-through visitors to Nebraska who entered the state with no plans to visit an attrac tion, 136 (9.6%) made one or more unplanned or impulse attraction visits. As compared to travel-through visitors who did not make an attraction visit, these individuals spent sig nificantly more money in the state. Using a log-linear regression model, the number of attraction visits was significantly related to expenditures, even when controlling for length of stay and party size. Thus, for travel-through regions, the study results support the com mon marketing focus on "getting visitors off the interstate."