Tourists will be surveyed on art’s draw

BOZEMAN – State officials plan to survey out-of-state tourists in Bozeman and Livingston this summer, to see if they came to Montana for more than just the great outdoors.

“There are a lot of arts and culture that go on here,” said Norma Nickerson, director of the Institute for Tourism and Recreation Research at the University of Montana. The institute, in cooperation with Montana State University, plans to survey tourists in July and August to see why they’re in Montana.

The $20,000 study will be paid for with state bed tax money, which is used for tourism advertising.

The study was requested by the Montana Arts Council.

Cinda Holt, member of the Montana Arts Council, said Friday the state does little to encourage tourists to check out Montana’s cultural heritage, like museums, art galleries and performing arts activities.

“It’s never been measured and it’s definitely not promoted,” she said.

Holt hopes the study will show out-of-state travelers spend at least some of their time in museums, art galleries or playhouses.

“We believe there will be information from this that can be extrapolated into other areas,” she said.

Nickerson said organizers hope to get results from at least 400 people.

The tourism institute chose Bozeman and Livingston for the survey because of their proximity to Yellowstone National Park, one of the biggest tourism draws in southwest Montana, Nickerson said Friday.

Sheila Hrasky, president of the Bozeman Cultural Council, said it has always been difficult to get summer tourists to consider “indoor” activities, but the survey should help with understanding what tourists are interested in around town.

“We have the challenge of getting people indoors when they want to be out,” she said. “Any added information can be helpful.”