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REVISED 3/21/06 <br />Addition in Sold <br />• Likelihood to visit within next two years and reasons why if not interested. <br />• Which specific areas would they visit? <br />• Price and value perceptions.. <br />• Usage of, and reactions to, Orange County website, other communication channels. <br />• Identify perceived unique selling points. <br />Identify perceived vulnerabilities. <br />• Identify barriers to first time visitation, limiting factors for repeat visitation. <br />® Determine which elements create destination "loyalty." <br />FINANCIAL IMPACT: The cost of the study is $10,000. Sufficient funds are available in the <br />Chapel Hill/Orange County Visitors Bureau's budget to cover the cost of $10,000. <br />RECOMMENDATION(S): The Manager recommends that the Board award the bid to Equation <br />Research from Charleston, South Carolina at a cost of $10,000, and authorize the Purchasing <br />Director to execute the necessary paperwork. <br />