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Abstract

This study examined factors that influence business membership in a new voluntary statewide tourism promotion organization. Three types of factors were considered: the characteristics of the business, beliefs about tourism and statewide tourism promotion, and the perceived benefits/costs of membership. Data were obtained from telephone surveys of current members and nonmembers of the Colorado Travel and Tourism Authority (CTTA). Results from a predictive model indicated that three tourism beliefs and three of the benefits/costs variables differentiated current members from nonmembers. For the model examining the likelihood of a nonmember becoming a CTTA member, two of the belief statements about tourism, two of the perceived benefits/costs variables, and one business characteristic (years of operation) were significant. The implications of these findings for increasing membership in the CTTA are discussed.

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Factors Influencing Membership in a Tourism Promotion Authority

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