MR&D conducted the 2017 Survey of Tourism Attitudes of Residents (STAR) to assess public opinion on Guam’s tourism industry and the Guam Visitors Authority (GVB). The study included historical analysis, factor analysis of public sentiment, and insights into Chamorro residents’ perspectives.
The survey addressed nine key objectives, examining tourism’s impact on the local community, awareness of GVB initiatives, and progress toward Tourism 2020 goals. Findings were detailed in comprehensive reports with qualitative assessments of factors influencing resident attitudes. Key findings were presented to GVB’s Board of Directors, government and community stakeholders, the media, and educational audiences. This study provided actionable insights to align tourism strategies with community priorities.