A popular TV show has had a tremendous impact on Montana. A recent University of Montana study revealed the popular TV show Yellowstone brought an estimated 2.1 million visitors and $730 million in spending to Montana in 2021.
The University of Montana report explained how the conclusion was determined. Using a survey respondents were asked a number of questions about the purpose, frequency, and duration of their visit to Montana. They were also asked questions to measure the degree to which Yellowstone was an influence on their decision to visit.
The critical portion of the survey was the response to two questions that asked specifically about exposure to Yellowstone. Remarkably, 71.2% of the Montana visitors surveyed said that they had watched the show.
A subsequent question asked how the show influenced their decision to visit Montana, with five choices ranging from “not at all” to “a great deal.” 19.3% of visitors responded that Yellowstone influenced their visitation decision “a lot” or “a great deal.”
This information was combined with spending profiles developed and maintained by the Institute for Tourism and Recreation Research (ITRR) on all visitors to Montana to estimate visitor spending that was induced by the show for the calendar year 2021.
The study then found that an estimated 2.1 million visitors came to Montana because of the television show, spending $730 million in our state.
