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Tourism Research Program 

State of Washington Tourism (SWT) will offer technical assistance and project management for two types of research projects in underserved communities. These projects will include either a resident sentiment survey focused on community feelings and perceptions of tourism or a visitor survey conducted by nonresidents about their tourism experiences. 

Tourism Research Program Overview 

Tourism stakeholders rely on research and data to guide their strategies and make informed decisions on issues important to destination communities. Research methods and data insights can be costly, time-consuming, and difficult to interpret. To help underserved communities overcome these hurdles, SWT will provide free research consultation as a pilot program. 

Based on the project scope, SWT will create a questionnaire for one of two target groups: residents or visitors. Tourism stakeholders will collaborate with SWT to define research goals, develop question themes, use validated question formats, and ensure sufficient sample size and accurate population representation. Surveys will be administered online after comprehensive outreach efforts by local partners. SWT will oversee data collection and analysis and will share the survey results and a summary report with local partners at the end of the consultation period.

STW’s tourism research program aims to bolster capacity and decision-making among local partners while supporting destination stewardship efforts, particularly in planning and grant applications for tourism projects.

Program Cost and Timeline 

SWT will offer up to 40 hours of free research consultation for select projects. All work must be completed within six months and must include online questionnaires as research methods. Tourism-related entities can apply for this program through the end of 2026 and 2027. SWT will accept research proposals on a rolling basis starting on July 1, 2026.  

>> Download the Application

Survey Types 

Resident Sentiment Survey 

A resident sentiment survey is a research tool used to understand how people living in a destination community feel about tourism, its impacts, and the direction of local development. It can assess perceptions of economic benefits, quality-of-life effects, environmental pressures, cultural identity, community pride, and support for future tourism growth. Since residents are long-term stakeholders, their views provide an essential counterbalance to visitor-focused data in tourism planning and policy. 

SWT will offer successful applicants 40 hours of technical assistance and project management for a resident sentiment survey, which will include the following services and deliverables:  

The applicant and community partners will be responsible for distributing the survey.  

Visitor Survey 

A visitor survey is a structured way to gather information directly from people visiting a destination. It usually collects details about demographics, motivations, spending habits, satisfaction levels, behaviors, and perceptions. Insights from these surveys help identify strengths, weaknesses, and market trends that aren’t obvious from economic data alone. 

SWT will offer successful applicants 40 hours of technical assistance and project management for a visitor survey, including the following services and deliverables: 

The applicant and community partners will be responsible for distributing the survey.   

Research Proposal and Review Process  

SWT will accept research proposals on a rolling basis starting on July 1, 2026.   

Local governments, tribes, chambers of commerce, destination organizations, and other tourism-related nonprofit groups can submit research proposals. Applicants must show that tourism is an economic driver in their community and be willing to work with SWT on research projects. Tourism stakeholders interested in applying for this program are encouraged to schedule an exploratory meeting with SWT before submitting  their research proposal.

Industry experts from across the state will assist SWT in selecting research proposals based on the following criteria:   

Community Benefit  

Is there a clear need for tourism research in the applicant’s community? How will this research benefit both the industry and the community?  

Leadership Capacity  

Does the applicant have the capacity to manage and lead this project in collaboration with SWT? Is the applicant a trusted member of the community with a successful track record in the tourism industry?  

Project Readiness  

Are tourism stakeholders willing to serve on a project team to support this work in other ways?

After tourism stakeholders draft a research proposal, they can email it, along with supporting documents, to matthew@stateofwatourism.com. 

Research Phases  

Research methods will be implemented in a phased approach, spanning several weeks.   

Assessment Phase  

 Implementation Phase 

Insights Phase  

Questions?  

Matthew Ozuna is the Destination Development Manager at SWT and serves as the main contact for research assistance. Tourism stakeholders can email questions to matthew@stateofwatourism.com and schedule a time to discuss research methods and proposals in more detail.