Seasonal Variation of Coastal Resort Visitors: Hilton Head

Differences in groups of travelers who visited Hilton Head Island, South Carolina, during peak and shoulder seasons are examined. The study supports the hypothesis that significant differences exist among coastal resort visitors when the visitors are segmented according to seasonality. Characteristics found to be useful in formulating distinct visitor profiles include: 1. length of stay according to accommodation type used, 2. attributes important in the decision to visit this coastal resort destination, and 3. trip origin. In a tourist-dependent area, such as Hilton Head Island, the importance of attracting visitors during nonpeak seasons is vital to the success of local tourism related facilities. Therefore, information regarding specific target markets that define seasonal recreation needs could prove to be useful to Hilton Head Island marketers.