Demand for Guided Tours on the Tennessee River.

Knoxville, TN is a major urban center in east Tennessee. Knoxville’s urban planners recognized the need for green space and have installed free greenways and parks within the downtown area over several decades. These attractions are immensely popular and promote urban ecotourism. There is an opportunity to begin or expand guided tour services. This research will analyze the demand and willingness to pay for guided river activities – kayaking and pontoon boating – on the Tennessee River in downtown Knoxville. Primary data were collected by 1000 on site flyers connected to an online survey platform. These data were uploaded into statistical software to create logit and tobit models to predict what features these tours should or should not have, demographics affected, and prices. Chi square comparisons were implemented to assess the relationship between interest in the activities and residency. Results concluded there are relationships between residency and the activity interest. Several variables had large effects on the logit and tobit model predictions with income being the most prevalent. Overall interest in a kayak tour was 83% and 65% for a pontoon boat tour. The accepted price per person for a kayak tour was $32.68 and $25.21 for a pontoon boat tour. The results of this research may provide an outline for future or current outdoor business to promote new river activities geared towards local history, industry, and conservation.