Why Some Travelers Choose Not To Revisit Montana

Montana attracts millions of visitors drawn by its natural beauty, outdoor recreation,
and cultural heritage. A significant portion of these travelers are repeat visitors,
however, some travelers visit only once and choose not to return. This study
explores what drives that disengagement. An online survey of 114 respondents
was conducted to assess satisfaction with key destination attributes, perceptions,
and emotions associated with Montana, and intentions to revisit, in order to better
understand the factors influencing travel decisions.

While overall satisfaction is high, the findings suggest that emotions and beliefs
about Montana, such as perceptions of distance, affordability, and inclusivity, play
a big role in travel decisions not to visit again. Visitors who did not feel a sense
of friendliness or associated Montana with emotions such as being boring or
unpleasant were less likely to express interest in returning. Some respondents
shared that they had already “checked off” everything they wanted to see in
Montana, while others cited age or disability-related limitations.

By identifying these barriers and motivators, this report offers insights into
Montana’s tourism industry. The goal is to indicate opportunities that can help the
state position itself as a high-quality, inclusive destination that invites travelers back,
while enhancing Montana’s reputation as a place of natural beauty, culture, and
welcoming communities.

Kika Bradford, Glenna Hartman, Matthew Pettigrew, Melissa Weddell