The Unlimited Dusi 2011: Topline Summary Report

1. The Unlimited Dusi 2011: Topline Summary Report Wayne Tifflin Karen Kohler Tourism KwaZulu-Natal March 2012

2. Methodology • Face to face survey with a probability sample of 124 respondents • Respondents systematically selected by hour during two days of the event, on Thursday 16th of February and Saturday 18th of February 2012.

3. Positive Highlights • The percentage of day visitors to the Dusi Canoe Marathon increased in 2012 to 48% from 39%. These are respondents that are visitors to Durban. • The spend on accommodation increased when comparing 2011 and 2012. • The length of stay increased for 4 and over 4 night stays. • 89% of the respondents indicated that they would attend the event again. • 96% of the respondents had a good or excellent experience at the event. • 95% of the respondents did not experience any problems at the event. • 97% of the respondents indicated that they would recommend KwaZulu-Natal as a tourist destination to family and friends. • 99% would recommend the event to friends and family.

4. Nature of Dusi Canoe Marathon Spectators and Participants – Residents vs Visitors

5. Nature of the Dusi Canoe Marathon Spectators and Participants – Residents vs Visitors (cont’d) • A Z-Test of two independent sample proportions revealed the following: • there was no statistically significant difference in the proportion of respondents who were local residents when comparing 2011 and 2012. The probability of this assertion being false was 28%. • there was also no statistically significant difference in the proportion of respondents who were day visitors when comparing 2011 and 2012. The probability of this assertion being false was 56%.

6. Nature of the Dusi Canoe Marathon Spectators and Participants South Africa Province of Residence

7. Nature of the Dusi Canoe Marathon Spectators and Participants (cont’d) • A Z-Test revealed the following: • There was a statistically significant difference in KZN spectators and participants between 2011 and 2012. • A statistical increase in Gauteng spectators/participants could not be determined as the responses were below the minimum number required to calculate such tests.

8. Estimated Mean Spend per Category

9. Estimated Economic Impact

10. Estimated Economic Impact (cont’d) Note: international standard practice suggests that only visitor spend and not local spend should be used to determine the economic impact of an event.

11. Length of Stay Average stay: 3.3 nights

12. Primary reason for visiting area where event is taking place

13. Primary reason for visiting area where event is taking place (cont’d) • A one-tailed Z-Test revealed the following: • There was a statistically significant difference between the two independent sample proportions of spectators in 2011 and 2012.

14. Accommodation: non-residents Statistical analysis could not be performed as the number of responses was below the minimum required to perform such tests. There seems to be an increase in the use of family/friends and self-catering accommodation

15. Transport to Event: non-residents A Z-Test revealed no significant difference in the proportion of respondents who used private vehicles when comparing 2011 and 2012. The use of private vehicles seemed to have declined, while the use of minibus taxi and other forms of transport has increased.

16. Influenced to attend? A Z-test revealed a statistically significant difference in respondents who indicated that they attended the event previously and were influenced by word-of-mouth when comparing 2011 and 2012.

17. Attend again? A Z-test revealed no statistical difference in respondents who indicated that they don’t know if they would attend again.

18. Attend in previous years? A Z-test revealed a statistically significant difference in previous attendance when comparing 2011 and 2012.

19. Experience?

20. Experience? (cont’d) Z- Test Analysis • There was no statistically significant difference between 2011 and 2012.

21. Experienced problems? • Problems that were experienced were related to the following: • Parking not well supervised • Parking too far from the tents • Poor quality of the water • Theft – need more security in parking area. • Had to swim without aid of lifegaurds There were no statistical differences.

22. Days attended: Spectators No statistical testing was done due to the small cell numbers.

23. Days Attended: Spectators

24. Recommendation of the event to family and friends

25. Reasons: Recommendation • The positive responses were related to the event having the following characteristics: • Adventure • Awesome experience • It is different • Well organised • Family event • Good atmosphere/ good social event • Fun event • Interesting • Outdoor • Reasons for negative responses were cited as follows: • Too much travelling

26. Recommendation of KZN as a tourist destination

27. Familiar with TKZN slogan? There was a decline in the noting of the TKZN slogan

28. Familiar with TKZN slogan? (cont’d) Z-test Analysis • The Z-Test of two independent sample proportions suggested that there was a statistically significant difference between the proportion of respondents who were familiar with the Zulu Kingdom slogan when comparing 2011 and 2012.

29. Associations – TKZN slogan:Core Mentions % There seems to be an increase in associating the TKZN slogan with KwaZulu-Natal. However, this cannot be statistically testes due to the small cell number.

30. Noted TKZN logo? There is a decline in the noting of the TKZN logo.

31. Noted TKZN logo? (cont’d) Z-Test Analysis • Comparing 2011 and 2012, the test suggested that there was a statistical significant difference in the proportion of respondents who had noted the Zulu Kingdom logo.

32. Where TKZN logo noted?

33. Where TLKZN logo noted?

34. Where TKZN logo noted? (Cont’d)

35. Suggested Improvements?

36. Suggested Improvements? (cont’d)

37. Suggested Improvements? (cont’d)

38. Characteristics of KZN

39. Characteristics of KZN (cont’d)

40. Atmosphere of KZN

41. Unique Attractions (cont’d)

42. Unique Attractions (cont’d)

43. Conclusion/Main Findings • There was no significant difference in the proportion of respondents who were local residents and day visitors when comparing 2011 and 2012. However, in comparison to 2010, there was an increase in day visitors. There were fewer overnight visitors interviewed, but that decrease could not be declared statistically significant as the responses were below the minimum number required to perform a statistical test. • There was a significant difference in the proportion of respondents who were from KwaZulu-Natal suggesting an increase in the proportion of participants from KZN. Participants are usually accompanied by support crews. A decrease in Gauteng respondents could not be determined as the number of responses were below the minimum requirement to perform a statistical test. • A large proportion of non-resident respondents (52%) stayed with friends and relatives (VFR), 18% camped while 27% stayed at self-catering establishments. A significant difference could not be determined as the number of responses were below the minimum requirement to perform a statistical test. • There was an increase in the respondents who VFR and stayed in self-catering. This may be as a result of the perceived value provided by these options. Also, data from STR Global, shows an increase in RevPar for Durban central and surrounds between 2011 and 2012. This indicated that the cost of hotels had increased, thus visitors chose cheaper options. • Word-of-mouth and previous attendance/participation were still the dominant factors which influenced respondents to attend the event. There appears to continue to attract only those people involved in or know of someone involved in the sport or event

44. Conclusion/Main Findings • About 89% of respondents indicated they would attend the event again. 78% had attended the event previously. This suggests that the event is attracting new participants and thus spectators. • Respondents had positive experiences as 96% of them indicated they either had a good or an excellent experience at the event. This shows that the event is well organized. • 95% of respondents did not experience any problems at the event. Problems that were experienced by 9% of respondents had to do with: • Parking too far from the tents • Parking not well supervised • Poor quality of the water • Theft • Had to swim without the aid of the life guards • In the order of 99% of respondents indicated they would recommend the event to family and friends. The main reasons for such positive responses are: Adventure, awesome experience, family event and well organised. • About 97% of respondents indicated they would recommend KZN as a tourist destination. • The new slogan, Zulu Kingdom. Exceptional, was tested for the first time this year. 53% of the respondents indicated that they were familiar with the TKZN slogan with a Z-test suggesting a significant difference when comparing 2011 (84%) and 2012.

45. Conclusion/Main Findings • However, most respondents continued to associate the slogan with Zulu history/kings/heritage/culture rather than with holiday destination. This was the dominant association. However, because of the change in the slogan, new associations were made. These included, exceptional, friendliness, good service and vibrant place. • The new TKZN logo was tested for the first time this year. Only 57% of respondents had noted the logo. A Z-test showed a significant difference in the noting when comparing 2011 (91%) and 2012. • The main areas where the respondents noted the logo were: • Billboards and posters (16%) • The canoe marathon (18%) • In terms of suggested improvements, the majority of respondents were happy with the organisation and, management of the event. They however indicated that there should be clear road signs and that parking should be extended. They further suggested that there should be entertainment/activities for spectators including children, and that shelter should be provided. The main suggestions are: more and clearer road signs, increase parking area, clean the river, clear bushes at the river and more lifeguards.

46. Conclusion/Main Findings • The top three characteristics of KZN that respondents mentioned were: • Beach/sea/ocean • Sunny skies • Mountains • Beautiful scenery • Fun • In terms of atmosphere that respondents would expect in KZN, they indicated the top five as follows: • Relaxed atmosphere • Friendly • Warm/Welcoming • Holiday mood • Enjoyable/ joyful mood • In terms of unique attractions of KZN, respondents indicated the following in the top five: • Drakensberg • uShaka Marine World • Beaches • Moses Mabhida Stadium • Game reserves

47. Recommendations Although the majority of respondents were happy with the event, the following recommendations are made to further improve/increase satisfaction levels: • The organizers need to attract spectators that not only have some connection with the event in terms of participants. 2. A security company needs to be appointed to patrol the parking area. Informal car guards should not be relied on for security purposes. 3. Entertainment should be provided as an additional attraction. Entertainment can be in the form of a flea market of jumping castles for the children or live music in the marquee. The space around the pond can be used for the flea market and the jumping castles.