The major aim of the focus group was to identify main areas of concern regarding the impact of the four Silver springs commercials to be broadcasted in the State of Ohio. Twelve residents of Columbus,OH participated in the two-hour focus group. Five participants were males and seven were females. Their ages ranged from early 20s to late 50s, and they represented an array of ethnic groups. This cross section representation of the population allowed different opinions and perceptions by the various participants. It is important to mention that all of the respondents were experienced travelers and visited out-of-state destinations in the last two years. Among the visited destinations were Egypt, Europe, Caribbean, Maine, Las Vegas, New Orleans, Kentucky, Florida. The focus group interview took place on 2/12/87 at the Columbus Technical Institute located in Springs Street, downtown Columbus. Participants were recruited by the Institute's staff in local shopping malls and other public places. Please note that one respondent (female) recalled seeing one of the commercials on TV, but wasn't sure about that. In addition, one respondents (female) visited Silver Springs and enjoyed her visit.
Silver Springs Management
The Dick Pope Sr. Institute for Tourism Studies
Rosen College of Hospitality Management
Silver Springs, FL
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Number of Pages
Milman, Ady, "The Image and Perception of Silver Springs Commercials: A Focus Group Analysis of Columbus, OH Residents" (1987). Dick Pope Sr. Institute Publications. 67.