National Intercollegiate Rodeo Association Membership Survey: An Illustrative Summary of the Great Plains Region

Transcription

1 National Intercollegiate Rodeo Association Membership Survey: An Illustrative Summary of the Great Plains Region Prepared by: Gene L. Theodori, Ph.D. Coach/Rodeo Team Advisor Rural Sociology and Community Studies Program and Department of Recreation, Park & Tourism Sciences Texas A&M University January 2004

2 Acknowledgement Support for this research was provided by a grant from the National Intercollegiate Rodeo Association. I wish to express my gratitude to the coaches and student members of the National Intercollegiate Rodeo Association. This project could not have been completed without your cooperation. I also want to extend a special thanks to Kathleen Schubert and Kathleen Banz. The technical assistance that you provided while collecting, coding, cleaning, and entering the survey data was invaluable. Thanks to both of you. 2

3 Preface This document provides an illustrative summary of the 2003 survey results obtained from National Intercollegiate Rodeo Association (NIRA) members located in the Great Plains Region. Figures and tables are used to simplify presentation of the data. All data utilized in this paper were extracted from the 2003 NIRA Membership Survey data set NIRA Membership Survey The 2003 NIRA Membership Survey data were collected via survey questionnaire during the fall of A survey questionnaire was included with each of the membership application packets administered in the 11 NIRA Regions located within the United States of America (i.e., Big Sky Region, Central Plains Region, Central Rocky Mountain Region, Grand Canyon Region, Great Plains Region, Northwest Region, Ozark Region, Rocky Mountain Region, Southern Region, Southwest Region, and West Coast Region). Survey questionnaires were not included in the membership application packets dispensed in the Canadian Region. The survey instrument contained 54 questions and required approximately 30 minutes to complete. It was designed to measure the attitudes, opinions, current behaviors, and behavioral intentions of the NIRA membership regarding selected products, services, and name-brand merchandise. In addition, the survey questionnaire collected information on students educational status, rodeo background, and general sociodemographics, as well as the rodeo events that respondents regularly enter. 3

4 Students were instructed to complete the survey and return it with their membership application to the NIRA National Office. No additional communication regarding completion and return of the survey was made. Overall, 2,303 of the 3,123 NIRA members located within the surveyed regions returned their questionnaires. 1 Eleven of the questionnaires were deemed unusable and excluded from the analysis. In sum, 2,292 useable surveys were received. This resulted in a 73% completion rate. Great Plains Region A total of 138 of the 261 NIRA members from the Great Plains Region completed and returned a useable survey (53% completion rate). These figures may be slightly suppressed due to the fact the respondent s region was not identifiable on nine of the completed and returned surveys. Note All materials in this publication may be reproduced without permission of the author. However, a credit line would be appreciated. A suggested citation is: Theodori, Gene L National Intercollegiate Rodeo Association Membership Survey: An Illustrative Summary of the Great Plains Region. College Station, TX: Rural Sociology and Community Studies Program, Texas A&M University. 1 In the fall of 2003, student membership in the 11 NIRA Regions located within the United States of America totaled 3,123. Overall, NIRA membership totaled 3,233. This figure includes the 110 student members located in the Canadian Region. 4

5 Table 1 Distribution of respondents by College/University (n = 138) College/University n % Black Hills State University Dickinson State University Ellsworth Community College Iowa State University Mitchell Technical Institute North Dakota State University Northeast Community College Sitanka/Huron University South Dakota State University University of Nebraska University of Wisconsin Platteville Western Dakota Technical Institute

6 Figure 1 Distribution of respondents by State/Province where graduated high school (n = 137) Sas katchew an Manitoba British Columbia Albe rta Wis cons in Iowa Minnesota Nebraska North Dak ota South Dakota 6

7 Table 2 Distribution of respondents by State/Province where graduated high school (n = 137) State/Province n % State Iowa Minnesota Nebraska North Dakota South Dakota Wisconsin Canadian Province Alberta British Columbia Manitoba Saskatchewan

8 Figure 2 Gender (n = 135) Female 41.48% n=56 Male 58.52% n=79 8

9 Figure 3 Age (n = 135) 17 n=1 18 n=27 19 n=35 20 n=29 21 n=29 22 n=12 23 n=2 0% 5% 10% 15% 20% 25% Mean Standard deviation

10 Figure 4 Ethnicity (n = 131) Hispanic 1.53% n=2 Other 1.53% n=2 American Indian 3.82% n=5 Caucasian or Anglo American 93.13% n=122 * A complete list of Other responses is available upon request from the author. 10

11 Figure 5 Political ideology (n = 126) Conservative 17.46% n=22 Liberal 13.49% n=17 Moderate-Liberal 3.17% n=4 Moderate-Conservative 17.46% n=22 Moderate 48.41% n=61 11

12 Figure 6 Size of place where spent most of childhood (n = 133) 2.26% n=3 4.51% n=6 0.75% n= % n= % n=98 In the countryside outside of any city or town A town or village of 10,000 or fewer people The suburbs of a city of 10,000 or more A smaller city of 10,000 to 50,000 A city of 50,000 or more people 12

13 Figure 7 Family s 2002 total household income (n = 122) Under $9,999 n=3 $10,000 to $19,999 n=7 $20,000 to $29,999 n=17 $30,000 to $39,999 n=13 $40,000 to $49,999 $50,000 to $59,999 n=17 n=18 $60,000 to $69,999 $70,000 to $79,999 n=11 n=12 $80,000 to $89,999 n=9 $90,000 or more n=15 0% 3% 6% 9% 12% 15% 13

14 Figure 8 Current student status (n =137) Graduate student 2.19% n=3 Undergraduate student 97.81% n=134 14

15 Figure 9 Year in college (undergraduates) (n = 134) 1st yr undergraduate n=42 2nd yr undergraduate n=38 3rd yr undergraduate n=22 4th yr undergraduate n=22 5th yr undergraduate n=10 0% 5% 10% 15% 20% 25% 30% 15

16 Figure 10 Receiving scholarships or monetary awards (n = 132) No 41.67% n=55 Yes 58.33% n=77 16

17 Figure 11 Types of scholarships or monetary awards Percent Academic scholarship Rodeo club scholarship Athletic scholarship Other * The total percentage exceeds 100% due to multiple responses. The breakdown for each type of scholarship or monetary award is as follows: academic scholarship (n = 36); athletic scholarship (n = 5); rodeo club scholarship (n = 34); other scholarships (n = 22). ** A complete list of Other responses is available upon request from the author. 17

18 Figure 12 Year of NIRA eligibility in (n = 134) Fourth year 14.93% n=20 Third year 20.15% n=27 First year 37.31% n=50 Second year 27.61% n=37 18

19 Figure 13 Money won at NIRA rodeos during season (n = 77) Under $499 n=42 $500 to $999 n=16 $1,000 to $1,499 $1,500 to $1,999 $2,000 to $2,499 n=4 n=4 n=6 $2,500 to $2,999 $3,000 to $3,499 $3,500 to $3,999 n=1 n=1 n=3 $4,000 to $4,499 $4,500 or more 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 19

20 Figure 14 Competes in professional rodeo or professional bull riding (n = 131) Yes 12.98% n=17 No 87.02% n=114 20

21 Figure 15 Money won at professional rodeos or professional bull riding in 2002 (n = 15) Under $999 $1,000 to $1,999 $2,000 to $2,999 $3,000 to $3,999 $4,000 to $4,999 $5,000 to $5,999 $6,000 to $6,999 $7,000 to $7,999 $8,000 to $8,999 $9,000 to $9,999 $10,000 to $10,999 $11,000 to $11,999 $12,000 to $12,999 $13,000 to $13,999 $14,000 or more n=1 n=1 n=2 n=5 n=6 0% 5% 10% 15% 20% 25% 30% 35% 40% 21

22 Figure 16 Rodeoed in high school as a member of the National High School Rodeo Association (n = 137) No 21.90% n=30 Yes 78.10% n=107 22

23 Figure 17 Planning to rodeo after graduation (n = 135) No 4.44% n=6 Yes 95.56% n=129 23

24 Figure 18 Events planning to regularly enter during the college rodeo season (Females) Percent Barrel racing Bre akaw ay roping Goat tying Team roping * The total percentage exceeds 100% due to multiple responses. The number of respondents who indicated that they plan to regularly enter each event is as follows: barrel racing (n = 39); breakaway roping (n = 37); goat tying (n = 23); team roping (n = 10). 24

25 Figure 19 Events planning to regularly enter during the college rodeo season (Males) Percent Bareback riding Bull riding Saddle bronc riding Calf roping Steer wrestling Team roping * The total percentage exceeds 100% due to multiple responses. The number of respondents who indicated that they plan to regularly enter each event is as follows: bareback riding (n = 8); bull riding (n = 18); saddle bronc riding (n = 11); calf roping (n = 25); steer wrestling (n = 21); team roping (n = 46). 25

26 Figure 20 Network most often watch rodeo on television (n = 118) ABC CBS n=2 n=2 ESPN n=15 ESPN 2 n=21 FOX n=2 NBC n=8 TNN n=15 TNT n=5 Outdoor Channel Network n=14 Outdoor Life Network n=31 Other n=3 0% 5% 10% 15% 20% 25% * A complete list of Other responses is available upon request from the author. 26

27 Figure 21 Type of vehicle primarily used to travel to NIRA rodeos (n = 135) Diesel powered truck n=90 Gasoline powered truck n=27 Car n=12 SUV Van n=6 Recreational vehicle 0% 10% 20% 30% 40% 50% 60% 27

28 Figure 22 Make of vehicle primarily used to travel to NIRA rodeos (n = 133) Chevrolet n=30 Dodge n=39 Ford n=51 GMC n=8 Toyota n=1 Other n=4 0% 5% 10% 15% 20% 25% 30% 35% * A complete list of Other responses is available upon request from the author. 28

29 Figure 23 Year of vehicle primarily used to travel to NIRA rodeos (n = 119) 16% 14% 12% 10% Percent 8% 6% 4% 2% 0%

30 Figure 24 Pulling a horse trailer to NIRA rodeos (n = 134) No 26.12% n=35 Yes 73.88% n=99 30

31 Figure 25 Horse trailer has living quarters (n = 97) Yes 37.11% n=36 No 62.89% n=61 31

32 Figure 26 Type of horse trailer that will primarily be used when traveling to NIRA rodeos (n = 95) Six-horse trail er 9.47% n=9 Other 10.53% n=10 Two-horse trailer 2.11% n=2 Three-horse trailer 24.21% n=23 Five-ho rse trai ler 9.47% n=9 Four-horse trailer 44.21% n=42 * A complete list of Other responses is available upon request from the author. 32

33 Figure 27 Make of horse trailer that will primarily be used when traveling to NIRA rodeos (n = 94) Bloomer C&M Charmac Cherokee Elite Exiss Featherlite 4 Star Keifer Sooner Sundowner Titan Trailwest Trav elong Other n=1 n=1 n=9 n=7 n=8 n=5 n=3 n=9 n=24 n=27 0% 5% 10% 15% 20% 25% * A complete list of Other responses is available upon request from the author. 33

34 Figure 28 Own and use a cellular telephone (n = 136) No 16.18% n=22 Yes 83.82% n=114 34

35 Figure 29 Company that provides cellular telephone service (n = 113) Othe r 8.85% n=10 Alltel 7.08% n=8 Verizon Wireless 25.66% n=29 Ce llular One 58.41% n=66 * A complete list of Other responses is available upon request from the author. 35

36 Figure 30 Brand name cellular telephone (n = 112) Othe r 13.39% n=15 Audiovox 9.82% n=11 Kyocera No kia 30.36% n= % n=33 Motorola 16.96% n=19 * A complete list of Other responses is available upon request from the author. 36

37 Figure 31 Own a desktop computer (n = 135) Yes 35.56% n=48 No 64.44% n=87 37

38 Figure 32 Brand name desktop computer (n = 48) Othe r 14.58% n=7 Com paq 16.67% n=8 He wlett Packard 10.42% n=5 Gate way 27.08% n=13 De ll 31.25% n=15 * A complete list of Other responses is available upon request from the author. 38

39 Figure 33 Own a laptop computer (n = 133) Yes 23.31% n=31 No 76.69% n=102 39

40 Figure 34 Brand name laptop computer (n = 30) Toshiba 10.00% n=3 Com paq 10.00% n=3 Macintosh 13.33% n=4 De ll IBM 3.33% n= % n=8 He wlett Packard 6.67% n=2 Gate way 30.00% n=9 40

41 Figure 35 Eat at Arby s (n = 123) More than once a week n=4 Once a week n=4 A few times a month n=21 Once a month n=23 A few times a year n=53 Never n=18 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 41

42 Figure 36 Eat at Burger King (n = 123) More than once a week n=6 Once a week n=6 A few times a month n=20 Once a month n=28 A few times a year n=45 Never n=18 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 42

43 Figure 37 Eat at Chick-Fil-A (n = 118) More than once a week n=5 Once a week A few times a month Once a month A few times a year n=4 Never n=109 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 43

44 Figure 38 Eat at Dairy Queen (n = 122) More than once a week n=3 Once a week n=7 A few times a month n=25 Once a month n=30 A few times a year n=48 Never n=9 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 44

45 Figure 39 Eat at Hardee s (n = 125) More than once a week n=8 Once a week n=6 A few times a month n=17 Once a month n=21 A few times a year n=55 Never n=18 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 45

46 Figure 40 Eat at Jack in the Box (n = 121) More than once a week n=3 A few times a month n=1 Once a month n=2 A few times a year n=3 Never n=112 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 46

47 Figure 41 Eat at McDonalds (n = 124) More than once a week n=15 Once a week n=18 A few times a month n=34 Once a month n=19 A few times a year n=24 Never n=14 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 47

48 Figure 42 Eat at Sonic Drive-In (n = 120) More than once a week n=2 A few times a month n=1 Once a month n=4 A few times a year n=14 Never n=99 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 48

49 Figure 43 Eat at Taco Bell (n = 122) More than once a week n=8 Once a week n=7 A few times a month n=20 Once a month n=17 A few times a year n=37 Never n=33 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 49

50 Figure 44 Eat at Taco Bueno (n = 120) More than once a week n=3 Once a week A few times a month Once a month n=1 A few times a year n=3 Never n=113 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 50

51 Figure 45 Eat at Wendys (n = 123) More than once a week n=8 Once a week n=4 A few times a month n=24 Once a month n=12 A few times a year n=33 Never n=42 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 51

52 Figure 46 Eat at Whataburger (n = 119) More than once a week n=3 Once a week A few times a month n=2 Once a month A few times a year n=4 Never n=110 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 52

53 Figure 47 Average fast food restaurant visitation Mean Arby's Burger King Chick-Fil-A Dairy Queen Hardee's Jack in the Box McDonalds Sonic Drive-In Taco Bell Taco Bueno Wendys Whataburger * Coded using the following scale: 0 = never; 1 = a few times a year; 2 = once a month; 3 = a few times a month; 4 = once a week; 5 = more than once a week. Mean values: Arby s = 1.61; Burger King = 1.75; Chick-Fil-A = 0.25; Dairy Queen = 1.85; Hardee s = 1.70; Jack in the Box = 0.21; McDonalds = 2.51; Sonic Drive- In = 0.29; Taco Bell = 1.63; Taco Bueno = 0.17; Wendys = 1.50; Whataburger =

54 Figure 48 Favorite fast food restaurant (n = 132) Arby's n=26 Burger King n=13 Chick-Fil-A Dairy Queen Hardee's n=10 n=10 Jack in the Box n=1 McDonalds n=33 Sonic Driv e-in n=2 Taco Bell n=15 Taco Bueno Wendys n=22 Whataburger 0% 3% 6% 9% 12% 15% 18% 21% 24% 54

55 Figure 49 Favorite brand of pizza (n = 135) Dominos n=26 Little Ceasars n=1 Papa Johns n=35 Pizza Hut n=71 Pizza Inn I do not eat pizza n=2 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55

56 Figure 50 Favorite deli/sub shop (n = 133) Blimpie's n=3 Quiznos n=10 Schlotzsky's n=1 Subway n=114 I do not eat at deli/sub shops n=5 0% 10% 20% 30% 40% 50% 60% 70% 80% 56

57 Figure 51 Favorite fast food chicken restaurant (n = 135) Church's Fried Chicken n=1 KFC n=108 Popeye's Famous Fried Chicken n=3 I do not eat at fast food chicken restaurants n=23 0% 10% 20% 30% 40% 50% 60% 70% 80% 57

58 Figure 52 Favorite soft drink (n = 126) Coke/Diet Coke n=31 Dr. Pepper/Diet Dr. Pepper n=25 Mountain Dew/Diet Mountain Dew n=40 Pepsi/Diet Pepsi n=15 7-Up/Diet 7-Up n=2 Sprite/Diet Sprite n=8 Ginger Ale Orange Soda n=1 Root Beer Other n=4 0% 5% 10% 15% 20% 25% 30% * A complete list of Other responses is available upon request from the author. 58

59 Figure 53 Brand of cowboy boots most often purchased (n = 136) Percent Ariat Justin Olathe Tony Lama Other * The total percentage exceeds 100% due to multiple responses. The number of respondents who indicated that they purchased each brand is as follows: Ariat (n = 62); Justin (n = 33); Olathe (n = 10); Tony Lama (n = 14); Other (n = 17). ** A complete list of Other responses is available upon request from the author. 59

60 Figure 54 Brand of cowboy boots most often purchased by gender (females, n = 55; males, n = 79) Percent Females Males Ariat Justin Olathe Tony Lama Other * The total percentage exceeds 100% due to multiple responses. The number of female respondents who indicated that they purchased each brand is as follows: Ariat (n = 30); Justin (n = 15); Olathe (n = 0); Tony Lama (n = 3); Other (n = 7). The number of male respondents who indicated that they purchased each brand is as follows: Ariat (n = 30); Justin (n = 18); Olathe (n = 10); Tony Lama (n = 11); Other (n = 10). ** A complete list of Other responses is available upon request from the author. 60

61 Table 3 Amount of money spent on cowboy boots in a typical year a (females, n = 55; males, n = 79) Overall Females Males Mean $ $ * $ Standard Deviation $ $ $ Mode $ (n = 31) Minimum $0.00 (n = 7) Maximum $ (n = 1) $ (n = 17) $0.00 (n = 4) $ (n = 1) $ (n = 18) $0.00 (n = 3) $ (n = 1) a Reported dollar figures exceeding $ were treated as missing values. * Indicates a statistically significant difference (p < 0.05) between females and males. 61

62 Figure 55 Brand of cowboy hats most often purchased (n = 108) Percent Bailey Resistol Rodeo King Wrangler Other * The total percentage exceeds 100% due to multiple responses. The number of respondents who indicated that they purchased each brand is as follows: Bailey (n = 17); Resistol (n = 36); Rodeo King (n = 15); Wrangler (n = 14); Other (n = 26). ** A complete list of Other responses is available upon request from the author. 62

63 Figure 56 Brand of cowboy hats most often purchased by gender (females, n = 39; males, n = 68) Percent Females Males Bailey Resistol Rodeo King Wrangler Other * The total percentage exceeds 100% due to multiple responses. The number of female respondents who indicated that they purchased each brand is as follows: Bailey (n = 8); Resistol (n = 9); Rodeo King (n = 5); Wrangler (n = 9); Other (n = 8). The number of male respondents who indicated that they purchased each brand is as follows: Bailey (n = 8); Resistol (n = 27); Rodeo King (n = 10); Wrangler (n = 5); Other (n = 18). ** A complete list of Other responses is available upon request from the author. 63

64 Table 4 Amount of money spent on cowboy hats in a typical year a (females, n = 54; males, n = 76) Overall Females Males Mean $ $ * $ Standard Deviation $ $91.76 $ Mode $ (n = 32) Minimum $0.00 (n = 19) Maximum $ (n = 2) $ (n = 15) $0.00 (n = 12) $ (n = 2) $ (n = 16) $0.00 (n = 7) $ (n = 2) a Reported dollar figures exceeding $ were treated as missing values. * Indicates a statistically significant difference (p < 0.05) between females and males. 64

65 Figure 57 Brand of jeans most often purchased (n = 155) Percent Cinch Cruel Girl Lucky Wrangler/20X Other * The total percentage exceeds 100% due to multiple responses. The number of respondents who indicated that they purchased each brand is as follows: Cinch (n = 31); Cruel Girl (n = 15); Lucky (n = 8); Wrangler/20X (n = 94); Other (n = 7). ** A complete list of Other responses is available upon request from the author. 65

66 Figure 58 Brand of jeans most often purchased by gender (females, n = 62; males, n = 91) Percent Females Males Cinch Cruel Girl Lucky Wrangler/20X Other * The total percentage exceeds 100% due to multiple responses. The number of female respondents who indicated that they purchased each brand is as follows: Cinch (n = 3); Cruel Girl (n = 15); Lucky (n = 7); Wrangler/20X (n = 31); Other (n = 6). The number of male respondents who indicated that they purchased each brand is as follows: Cinch (n = 28); Cruel Girl (n = 0); Lucky (n = 1); Wrangler/20X (n = 62); Other (n = 0). ** A complete list of Other responses is available upon request from the author. 66

67 Table 5 Amount of money spent on jeans in a typical year a (females, n = 55; males, n = 78) Overall Females Males Mean $ $ $ Standard Deviation $ $94.29 $ Mode $ (n = 37) Minimum $0.00 (n = 2) Maximum $ (n = 4) $ (n = 16) $45.00 (n = 1) $ (n = 1) $ (n = 20) $0.00 (n = 2) $ (n = 3) a Reported dollar figures exceeding $ were treated as missing values. 67

68 Figure 59 Brand of western shirts most often purchased (n = 128) Percent Cinch Cruel Girl Wrangler/20X Other * The total percentage exceeds 100% due to multiple responses. The number of respondents who indicated that they purchased each brand is as follows: Cinch (n = 38); Cruel Girl (n = 14); Wrangler/20X (n = 66); Other (n = 10). ** A complete list of Other responses is available upon request from the author. 68

69 Figure 60 Brand of western shirts most often purchased by gender (females, n = 51; males, n = 77) Percent Females Males Cinch Cruel Girl Wrangler/20X Other * The total percentage exceeds 100% due to multiple responses. The number of female respondents who indicated that they purchased each brand is as follows: Cinch (n = 4); Cruel Girl (n = 14); Wrangler/20X (n = 29); Other (n = 4). The number of male respondents who indicated that they purchased each brand is as follows: Cinch (n = 34); Cruel Girl (n = 0); Wrangler/20X (n = 37); Other (n = 6). ** A complete list of Other responses is available upon request from the author. 69

70 Table 6 Amount of money spent on western shirts in a typical year a (females, n = 55; males, n = 76) Overall Females Males Mean $ $ $ Standard Deviation $ $99.13 $ Mode $ (n = 42) Minimum $0.00 (n = 5) Maximum $ (n = 1) $ (n = 16) $0.00 (n = 2) $ (n = 2) $ (n = 25) $0.00 (n = 3) $ (n = 1) a Reported dollar figures exceeding $ were treated as missing values. 70

71 Figure 61 Overnight accommodation most often used when traveling to rodeos (n = 134) Othe r 8.21% n=11 Cam per 2.24% n=3 Hors e traile r w ith living quarters 23.13% n=31 Hote l or mote l 66.42% n=89 * A complete list of Other responses is available upon request from the author. 71

72 Figure 62 Preference of major national hotels/motels (n = 108) Percent Best Western Holiday Inn Super 8 Other * The total percentage exceeds 100% due to multiple responses. The number of respondents who indicated that they preferred each hotel/motel is as follows: Best Western (n = 17); Holiday Inn (n = 22); Super 8 (n = 43); Other (n = 26). ** A complete list of Other responses is available upon request from the author. 72

73 Figure 63 Preference of major national hotels/motels by gender (females, n = 43; males, n = 65) Percent Females Males Best Western Holiday Inn Super 8 Other * The total percentage exceeds 100% due to multiple responses. The number of female respondents who indicated that they preferred each hotel/motel is as follows: Best Western (n = 8); Holiday Inn (n = 11); Super 8 (n = 16); Other (n = 8). The number of male respondents who indicated that they preferred each hotel/motel is as follows: Best Western (n = 9); Holiday Inn (n = 11); Super 8 (n = 27); Other (n = 18). ** A complete list of Other responses is available upon request from the author. 73

74 Table 7 Amount of money spent in either hotels or motels in a typical year a (females, n = 44; males, n = 72) Overall Females b Males Mean $ $ $ Standard Deviation $ $ $ Mode $ (n = 15) Minimum $0.00 (n = 6) Maximum $ (n = 1) $ (n = 6) $ (n = 6) $0.00 (n = 3) $ (n = 2) $ (n = 10) $0.00 (n = 3) $ (n = 1) a Reported dollar figures exceeding $ were treated as missing values. b Multiple modes exist. Both values are shown. 74

75 Figure 64 Made a purchase because of advertisement seen in Collegiate Arena (n = 136) Yes 17.65% n=24 No 82.35% n=112 75

76 Figure 65 Would purchase a product from NIRA s national sponsor even if product was more expensive (n = 135) No 25.93% n=35 Yes 74.07% n=100 76

77 Address correspondence to: Gene L. Theodori, Rural Sociology and Community Studies Program, Department of Recreation, Park & Tourism Sciences, Texas A&M University, 2261 TAMU, College Station, TX ; 77