Understanding legislators and their perceptions of the tourism industry: The case of North Carolina, USA, 1990 and 2003

The tourism industry in North Carolina (USA) is recognized as an important contributor to the state's economy. Successful tourism requires cooperation between government, private, and non-profit agencies. In order to better understand legislators’ perceptions of tourism and enhance communication between legislators and tourism practitioners, this study reviews North Carolina legislators’ knowledge of and attitudes toward the tourism industry in both 1990 and 2003, then analyzes more deeply the 2003 group. The findings indicate that legislators report a more positive attitude toward the economic importance of tourism in 2003 than in 1990, but still have limited knowledge of the tourism industry. The study also analyzes the 2003 North Carolina legislators’ opinions regarding legislative support for tourism. In response to these findings, possible strategies are suggested to improve legislators’ knowledge base, image, and attitudes of tourism with the goal of achieving strengthened legislative support for tourism.