Tourism Research Institute
A page within Tourism Research Institute
student collecting data for research project
For questions about the Tourism Research Institute, please contact TRI Director Tanner C. Knorr, Ph.D., at tknorr@uwlax.edu.
What's New with TRI?
- TRI will continue a longitudinal study with Monroe County Agricultural Society to examine visitor sentiments at the 2026 Tomah Tractor Pull Event.
- TRI partners with Brice Prairie Conservation Association to conduct resident and visitor impact research on Lake Onalaska with UWL Spring 2026 undergraduate students in REC 360, Sustainable Tourism. Final Document: Impacts of Lake Onalaska Research Report.
Mission
The mission of the Tourism Research Institute at the University of Wisconsin-La Crosse is to conduct and facilitate tourism and recreation-related research activities.
Vision
- Operate as a resource for organizations looking to conduct travel, tourism and recreation related research.
- Provide faculty with a resource hub for collaboration and partnership building through conducting tourism-related research.
- Provide opportunities for undergraduate and graduate students to engage in tourism-related research activities.
- Develop and run a webpage hosted on the Recreation Management & Recreational Therapy (RMRT) website offering organizations a means to contact the Institute, list potential research topics, and access to a database of past Institute research reports.
Wisconsin Governors Conference on Tourism Exhibit Booth Photo