appears to be no single brochure, or opportunity to be told
about The Gorge and its attractions, in a unified and directed
fashion. Perhaps then some potential visitors are not stopping.
Each year the Travel Information Section of the Oregon Depart-
ment of Transportation produces reports concerning the profile
of visitors to the state. One survey includes visitors who
are traveling on the highways. In 1981, those contacted
along I-84 estimated their average party expenditure to be
290 dollars (Table 6). An equal percentage of these planned
to stay in campgrounds (33%) as in hotel/motels (32%). Their
average length of stay was 6.8 days. Of all the visitors
questioned, 64% named the Oregon coast as a place which they
visited and 47%, or the second highest number, mentioned the
Portland/Gorge area.
Another publication prepared by the state documents the res-
ponses of people who replied to state advertising in magazines
and travel shows (Table 7). These respondents appeared to
have a higher average per party expenditure ($616, $645) than
those visitors contacted on I-84. Preferences for lodging were
hotel/motels (38%, 21%) and campgrounds (15%, 34%). The length
of stay was 8.8 days for magazine respondents and 8.5 days for
those at travel shows. These respondents chose the Portland/
Gorge area as second to the Oregon coast in terms of where
most of their time was spent.
The survey data should not be taken literally. For example,
the fact that individuals are interviewed on I-84 does not
mean that their destination is The Columbia Gorge. Rather
they may be in transit to another area. However, the surveys
do give an indication of the economic potential of tourism and
the preferences of tourists, on which The Gorge can capitalize.
Attractions and activities of interest which were documented
by the state and in a study contracted for Washington, Oregon
and Idaho, are compatible with those available in The Gorge.
In addition to sightseeing and shopping/dining, respondents
to the Oregon advertising program noted an interest in national/
state parks, historic places/museums, scientific/natural history,
fishing and hiking/backpacking (Table 7). In a study of The
Pacific Northwest, similar preferences were indicated (Table 8).
Hence, The Gorge provides the vacation opportunities which many
visitors come to The Pacific Northwest to see.
The Gorge provides such a range of attractions and activities that many may be missed by the undirected potential or actual visitor. Initially The Gorge needs a universal identity. Those who have driven through can appreciate its scale and beauty, but someone from outside the immediate area of