About Us
Center Compendium
The Business and Tourism Research Center is located in the College of Business and Entrepreneurship at The University of Texas Rio Grande Valley. The Center is part of the University’s outreach program designed to provide research and professional service to the region and the state. The Center is devoted to examining, understanding and disseminating information about indigenous and transient markets in the Rio Grande Valle to facilitate regional community and business planning and development.
In addition, the Center is committed to providing educational opportunities for the University’s students by actively involving students in the research activities of the Center.
Our Focus
Markets specifically targeted by the Center for study include:
- Market research designed to help solve business problems
- Senior Travelers or "Winter Texans"
- Healthcare issues for seniors
- Mexican National visitors to the U.S.
- Spring Breakers to South Padre Island
- Local residents' attitudes and reactions toward Valley issues
The primary research focus of the Center is a biennial study of consumers, both visitors and residents, in the Valley during the winter time of the year. These studies, published since 1986, are designed to determine the activities and spending of visitors to the Valley and the opinions, attitudes and activities of all consumer markets about issues important to the Valley. Additionally, a variety of research-based publications, both academic and applied, covering the above topics are produced and disseminated regionally, statewide, and nationally. Research findings have been quoted in numerous newspapers and magazines such as: The Wall Street Journal, Forbes, New Yorker Magazine, Southwest Hotel-Motel Review, Home & Away, Des Moines Register, New York Times, Houston Chronicle, Fort Worth Starr-Telegram, Dallas Morning News, Austin Statesman, San Antonio Express, plus local newspapers, radio and TV.
Leadership
The director of the Center is Dr. Penny Simpson, a Professor of Marketing in the College of Business and Entrepreneurship at The University of Texas Rio Grande Valley. She has taught at different universities for twenty-five years and continuously works to interface students with local firms to examine business and market issues and provide solutions. Results of her research have appeared in numerous marketing publications including the Journal of Marketing, the Journal of the Academy of Marketing Science, Tourism Management and the Journal of Business Research. She is also an author on the marketing textbook Marketing Principles & Best Practices.
Frequent Asked Questions
What is the background of the Center's research?
For over 30 years, faculty of the College of Business and Entrepreneurship has performed field research on the markets that exist in the Rio Grande Valley. Some of this research has focused specifically on Winter Texans, with recent studies addressing Mexican national tourism, ecotourism, historical tourism, and local resident perceptions concerning Valley issues and the Center has been responsible for conducting and maintaining results of this research.
What types of studies are conducted by the Center
We perform a variety of studies depending upon the current issues and needs for market and tourism research in the Valley. Every two years during the early spring we conduct mall-intercept surveys to assess the growth, economic impact, and trends in the industry. We also survey RV/MH managers and operators as well as local residents to access their perceptions and attitudes regarding tourism and other important issues in the Valley. On and ad hoc basis we also conduct other studies relevant to Valley markets, Valley business and tourism.
How do I get a copy of the Center's research results?
The full reports are usually available online or by contacting the Business and Tourism Research Center at University of Texas Rio Grande Valley at 956 665-5021 or by e-mail at arjun.singh@utrgv.edu. In addition, we publish results in many of the academic tourism publications.
Who uses the information?
Information collected by the Center is used by a wide variety of individuals and organizations form local investors, realtors, park owners, professional tourism consultants to organizations such as the Texas Recreational Vehicle Association, local chambers, and state and local governments, particularly the Texas Comptroller of Public Accounts, Texas Parks and Wildlife, and the Texas Department of Economic Development. Results are published in local and state newspapers as well as newspapers and magazines across the nation and have also appeared in Fortune and the Wall Street Journal.
What is the future of tourism in the Valley?
Tourism is recognized as a major driving force of the Valley's economy, especially since tourism provides a stable, dependable source of new dollars to the area each year. However, studies in recent years have shown a decline in the numbers of Winter Texans to the area, primarily because of a lack of new winter Texans. Since today's retirees are increasing in number, more financially secure, have better health, and live longer than their predecessors, we hope that the numbers of Winter Texans will begin to increase again in the near future. With NAFTA, new highways in Mexico and expedited border crossings, visitors from Mexico and Latin America should increase, spending more dollars in the Rio Grande Valley to bolster the economy. Finally, the Rio Grande Valley is home to a unique natural environment that attracts birders, hunters, beach goers and other naturalists from around the world. By combining Winter Texans and Mexican Nationals visitors with those "other" tourists interested in ecotourism, recreational, and historical interests available in this area, the future of the tourism industry in the Valley is indeed bright.