Wayne Risher

USA TODAY NETWORK – Tennessee

Nearly one in nine Memphis tourists surveyed by J.D. Power last year left disappointed, and another 22 percent were indifferent. But 67 percent described themselves as “pleased” or “delighted.”

J.D. Power says the findings of its inaugural Destination Experience Study pointed to a need for targeted improvements in areas that matter to tourists, such as public transportation, security and ease of traveling to and from the city.

The research firm, which tracks customer satisfaction for automotive, airline and other industries, suggested the $3.2 billion a year Memphis tourism industry could boost visitor spending about 10 percent by upgrading the visitor experience.

J.D. Power ranked Memphis 29th nationally, but toward the bottom in the South, in a ranking of the top 50 U.S. cities for tourism.

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A survey of 400 people who visited Memphis between February and July 2016 found 26 percent were “delighted,” 41 percent “pleased,” 22 percent “indifferent” and 11 percent “disappointed.”

The firm’s analysis indicated Memphis could increase visitor spending $318 million a year by increasing “delighted” visitors by 5 percentage points and keeping the percent of “pleased” visitors the same.

J.D. Power officials gave an overall ranking for Memphis but didn’t provide details on what needs to be done to improve. That data is available for purchase by cities and convention and visitors bureaus.

Cities were ranked in six areas: costs and fees; activities; lodging; infrastructure (safety, security, public transportation); travel/arrival; and food and beverage.

Memphis ranked higher than most cities in the Northeast/Mid-Atlantic and Midwest regions, but lower than most in the South and Southwest. It ranked 12th of 15 in the South, ahead of Atlanta, Jacksonville and Raleigh-Durham-Chapel Hill.

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While Memphis didn’t come out looking great, the J.D. Power official who oversaw the study said he’s a huge fan of the Bluff City.

“I love Memphis,” said Rick Garlick, J.D. Power’s global practice leader for travel and hospitality. “I’m a huge Elvis fan. I come every year.”

“It’s not our intention to embarrass any city,” Garlick added. “We don’t want to shine the spotlight at any individual city. We try to do this in the most constructive way we can.”

Memphis Convention & Visitors Bureau President Kevin Kane said the bureau pays attention to rankings and other feedback, but there’s a great degree of subjectivity.

“There have been reports that say we were one of the best destinations in the South,” from Southern Living and Travel+Leisure, for example, “and then there are reports where we are not on the list. It’s interesting how rankings can run the gamut.”

“We take all analytics seriously," Kane said. "We try to learn from them. I recognize J.D. Power does their homework. It’s one of those brands you should certainly care when they comment pro or con on your destination:

Contact reporter Wayne Risher at wayne.risher@commercialappeal.com or 901-529-2874.