What does this indicator measure?
This indicator reports the results of a destination report for the Dallas–Plano–Irving Metropolitan Division (MD). This document is part of Texas Destinations, 2003-2004, a report commissioned by Texas Economic Development & Tourism.  The report provides comprehensive information about destination travel in Texas and the tourism industry in Texas.

Why is this indicator important?
This indicator does not specifically provide information regarding the impact of cultural arts organizations on the tourism economy of the Dallas region.  Instead, it presents the results found in the Texas Destinations report concerning the activities people engage in when traveling to the Dallas Metroplex.  The results of this report are presented in an index score.  As described by Texas Destinations, 2003–2004:

An index is provided as a simple, yet powerful, way to show how the specific destination (e.g., Region or MSA) is performing compared to the entire state on a particular criterion.  This is calculated by dividing the specific destination's percentage by the total Texas percentage.

 

   An index of one (1.0) indicates the specific destination is performing at the same level as the state average.  An index greater than one (1.0) indicates the specific destination is performing above the state average.  An index less than one (1.0) indicates the specific destination is performing below the state average.

This indicator is important because it provides insight in regard to how commonly cultural arts organizations and activities are used by persons traveling to the Dallas area.

How are we doing?
Texas Destinations, 2003–2004 reports the following: 

	INDEX
Culture (Net)	1.0
Concert, Play, Dance (2001)	1.4
Festival, Craft Fair	1.1
Museum, Art Exhibit (2001)	0.9
Visit Historic Site	0.5

For more information regarding the methodology and results used in this study, refer to the report available below.