About ITRR

The Institute for Tourism and Recreation Research was created in 1987 to conduct research on travel, recreation and tourism. Located in The University of Montana, W.A. Franke College of Forestry and Conservation, ITRR serves as the research arm for Montana's tourism and recreation industry. Its overall mission is to provide information that will help the industry make informed decisions about planning, promotion and management. Thus, the research conducted is designed to assist both private firms and public agencies who provide facilities and services to visitors.

The Institute's research is funded by two general sources. Studies of statewide significance are supported by a portion of the revenues from the state Lodging Facility Use Tax. More specialized studies of interest to particular regions, counties, agencies or businesses are funded through cooperative agreements, grants or contracts. ITRR provides some opportunities for Research Assistantships for graduate students enrolled in the Society and Conservation Department in UM's W.A. Franke College of Forestry and Conservation.

 ITRR featured in Vision 2020 - University of Montana Research, Innovation & Imagination: Tracking Tourism - UM institute studies Montana's vital tourism industry--even during a pandemic

Research Priorities

Economic Impact of Nonresident Travel 

Visitor Characteristics and Expenditures

Social and Environmental Impacts of Tourism

Regional and Community Tourism Planning and Development

Niche Marketing Studies


Outdoor Recreation

Travel and Recreation Yearly Outlook