SELF-SUPPORTING PROGRAMS TO PROMOTE RURAL BUSINESS AND ECONOMIC DEVELOPMENT

IF TOURISTS DRIVING THROUGH RURAL AREAS COULD BE BETTER INFORMED ABOUT THE EXISTENCE OF LOCAL BUSINESSES, THE GOODS AND SERVICES THEY OFFER, AND HOW TO FIND THEM, MILLIONS OF TOURISTS TOURISTS' DOLLARS COULD BE DIRECTED TO RURAL ECONOMIES THAT NOW PASS THEM BY. TWO LITTLE-USED PROGRAMS COULD HELP DO THAT. ONE IS A SYSTEM OF TOURIST INFORMATION CENTERS, AND THE OTHER IS A STATE-SPONSORED SIGNING PROGRAM, INDICATING HOW TO FIND LOCAL BUSINESSES. THE PROPOSED STUDY WILL ASSESS AND COMPARE THE INDUCED INCREASE IN BUSINESS SALES WITH IMPLEMENTATION COSTS OF EXISTING SUCCESSFUL INFORMATION CENTER AND HIGHWAY SIGNING PROGRAMS IN OREGON, WASHINGTON, AND CALIFORNIA. IT WILL DEMONSTRATE THE ECONOMIC VALUE OF PROMOTING THE PROGRAMS IN UNSERVED OR UNDERSERVED RURAL AREAS. IT IS ECPECTED THAT THE PROGRAMS WILL BE SHOWN TO PAY THEIR OWN WAY. COST INFORMATION WILL BE OBTAINED FROM PROGRAM COST RECORDS AND INTERVIEWS WITH ADMINISTRATORS. SALES IMPACT DATA WILL BE OBTAINED FROM BUSINESS OPERATORS AND PATRONS. APPROPRIATE STATISTICAL ANALYSIS TECHNIQUES WILL BE USED, AND FINANCIAL MODELS WILL BE DEVELOPED TO EXPRESS THE RELATIONSHIPS BETWEEN REVENUE, COST, AND RELEVANT INDEPENDENT VARIABLES. THE STUDY RESULTS ARE EXPECTED TO ENCOURAGE STATES TO IMPLEMENT THE PROGRAMS AND ENCOURAGE RURAL BUSINESSES TO PARTICIPATE BY PROVIDING (1) ESTIMATES OF PROGRAM IMPACTS ONRURAL BUSINESS SALES AND REGIONAL ECONOMIC ACTIVITY, FOR THEPROGRAMS OPERATED SEPARATELY AND IN COMBINATION, (2) ESTIMATES OF THE COSTS TO IMPLEMENT THE PROGRAMS, AND (3) IDENTIFICATION OF THE INSTITUTIONAL OBSTACLES TO IMPLEMENTING A COMBINED PROGRAM.