Description/Abstract/Artist Statement

The purpose of this study was to understand the evolving visitor experience at Monocacy National Battlefield (MONO) in Fredrick, Maryland and, specifically, the way this National Park Service site serves both its’ destination and local visitors. Using an Importance-Performance Analysis, segmented by visitors’ county of residence, we demonstrate key differences in the visitor experience across visitor type. Following survey design with MONO managers and approval from the U.S. Office of Management and Budget, onsite sampling occurred over 21 visitor contact days, stratified by day of the week and time of day, in summer and fall of 2021. 469 visitors were contacted across five high-use sites of interest identified by the park (Best Farm, Gambrill Mill, Thomas House, Worthington House, and the MONO Visitors Center). 445 visitors agreed to participate in an online survey, yielding an acceptance rate of 94.9 percent. Surveys were conducted online and completed by visitors following their visit. 287 visitors completed more than 50 percent of the survey yielding a 61.2 percent response rate. Emerging results suggest key differences in the visitor experience across visitor type, as well as potential areas importance shared by diverse visitors to MONO. Results allow the park to use data-driven decision making to plan and manage across visitor type and add to the evolving understanding of how recent recreational trends impact park and historic area management

Presenting Author Name/s

McKenzie Mosher

Faculty Advisor/Mentor

Chris Zajchowski

College Affiliation

College of Education & Professional Studies (Darden)

Presentation Type

Poster

Disciplines

Leisure Studies | Tourism and Travel

Session Title

Poster Session

Location

Learning Commons @ Perry Library

Start Date

3-19-2022 9:00 AM

End Date

3-19-2022 11:00 AM

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Mar 19th, 9:00 AM Mar 19th, 11:00 AM

An Importance-Performance Analysis of Local and Destination Visitors to Monocacy National Battlefield

Learning Commons @ Perry Library

The purpose of this study was to understand the evolving visitor experience at Monocacy National Battlefield (MONO) in Fredrick, Maryland and, specifically, the way this National Park Service site serves both its’ destination and local visitors. Using an Importance-Performance Analysis, segmented by visitors’ county of residence, we demonstrate key differences in the visitor experience across visitor type. Following survey design with MONO managers and approval from the U.S. Office of Management and Budget, onsite sampling occurred over 21 visitor contact days, stratified by day of the week and time of day, in summer and fall of 2021. 469 visitors were contacted across five high-use sites of interest identified by the park (Best Farm, Gambrill Mill, Thomas House, Worthington House, and the MONO Visitors Center). 445 visitors agreed to participate in an online survey, yielding an acceptance rate of 94.9 percent. Surveys were conducted online and completed by visitors following their visit. 287 visitors completed more than 50 percent of the survey yielding a 61.2 percent response rate. Emerging results suggest key differences in the visitor experience across visitor type, as well as potential areas importance shared by diverse visitors to MONO. Results allow the park to use data-driven decision making to plan and manage across visitor type and add to the evolving understanding of how recent recreational trends impact park and historic area management