The Marianas Visitors Authority (MVA) commissioned this project to support the growth of the CNMI tourism industry, which has faced challenges such as federal visa regulations and evolving traveler preferences in key Asian markets. The project aimed to establish a sustainable and reliable procedure for collecting quantitative data on visitor characteristics, attitudes, behaviors, and spending patterns.
Using probability sampling, multilingual interviewers conducted surveys at Saipan’s Francisco C. Ada International Airport. Data were collected on visitor demographics, travel experiences, satisfaction levels, industry leaders, marketing effectiveness, and event participation. Market Research & Development, Inc. analyzed the data using SPSS software and delivered comprehensive monthly, quarterly, and annual reports, culminating in a final presentation to the MVA Board of Directors.
This study provided actionable insights to guide strategic planning and enhance the CNMI’s competitiveness in the global tourism market.