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Tourism New Zealand Visitor Experience Monitor 2011/2012

Tourism New Zealand Visitor Experience Monitor 2011/2012. VEM Background and Methodology. Background. The Visitor Experience Monitor (VEM) is an annual survey of 4,500 international tourists that have visited New Zealand primarily for holiday or visiting friends and relatives (VFR) purposes

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Tourism New Zealand Visitor Experience Monitor 2011/2012

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  1. Tourism New ZealandVisitor Experience Monitor2011/2012

  2. VEM Background and Methodology Background • The Visitor Experience Monitor (VEM) is an annual survey of 4,500 international tourists that have visited New Zealand primarily for holiday or visiting friends and relatives (VFR) purposes • The VEM is conducted on an annual basis by Tourism New Zealand and is used to track the experiences of international tourists during their stay in New Zealand • The survey is an online based survey that is completed by international tourists between one and three weeks after returning home. Email addresses of international tourists are collected while they are in New Zealand. The emails are collected through two methods: • Face to face collection in the departure lounges of Auckland, Wellington and Christchurch International Airports • Respondents to the International Visitor Survey who agreed to further research • Emails are collected throughout the year and are weighted based on the natural distribution of New Zealand visitor numbers throughout the year, which is obtained through Statistics New Zealand’s International Travel and Migration Survey and includes : • Age of New Zealand visitors • Gender of New Zealand visitors • Country of residence of New Zealand visitors Methodology

  3. VEM Background and Methodology (cont’d) Methodology • In 2011/12 4,566 international tourists completed the VEM. Broken down by market this included : • Australia – 1,695 • UK – 660 • USA – 321 • Germany – 265 • China – 176 • Japan – 216 • Korea – 116 • Key areas the VEM covers include: • International tourists satisfaction with key components of a trip to New Zealand • Information sources used pre and during a trip to New Zealand • Use of social media pre, during and post a trip to New Zealand • Regional visitation • Activities undertaken • Accommodation and transport used • Use of i-SITEs • Environmental and safety aspects of a trip to New Zealand • Brand awareness • Demographics

  4. Overall Visitor Satisfaction

  5. Overall visitor satisfaction has remained constant, however the proportion very likely to recommend New Zealand has slightly decreased. Overall Visitor Satisfaction (International Visitors to New Zealand) 2009/10(1) 2010/11(2) 2011/12(3) Overall Satisfaction with New Zealand 9.0 8.9 8.9 Proportion Not Highly Satisfied with New Zealand(4) 9% 11% 11% Proportion Very Likely to Recommend New Zealand(5) 82% 80% 79% Proportion Likely to Recommend New Zealand(6) 97% 96% 96% Notes: 1. Sample size n = 4,542; 2. Sample size n = 4,516; 3. Sample size n = 4,566; 4. Not highly satisfied is defined as those rating their overall visit to New Zealand 1 to 7 on a 10 point scale where 1 is ‘Not at all satisfied’ and 10 is ‘Extremely satisfied’; 5. Very likely to recommend is defined as those stating a 9 to 10 on a 10 point scale where 1 is ‘ not at all likely to recommend’ and 10 is ‘extremely likely to recommend’; 6. Likely to recommend is defined as those stating a 7 to 10 on a 10 point scale where 1 is ‘ not at all likely to recommend’ and 10 is ‘extremely likely to recommend’ Significantly higher than a year ago Significantly lower than a year ago

  6. Satisfaction with Activities and Environment aspects remain stable and high.There have been small decreases in satisfaction with Accommodation and Food and Beverage. Overall Visitor Experience (International Visitors to New Zealand, 2011/12)(1) 2010/12(2) SatisfactionScore Importance Accommodation 18% 8.3 17% 8.4 Food and Beverage 11% 8.0 10% 8.1 Internal Transport 5% 8.4 7% 8.4 Overall Satisfaction 8.9 Activities 35% 8.9 30% 8.9 i-SITEs NCI 8.7 12% 8.6 2010/11(2) Environment 21% 9.0 14% 9.0 8.9 Safety 10% 8.8 10% 8.7 Key Aspect of Experience 2011/12 Importance Satisfaction xx% x.x Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago

  7. Overall satisfaction remains relatively consistent this year across all countries, with the exception of a significant increase amongst Japanese visitors Overall Visitor Experience by Country (International Visitors to New Zealand) Sample size1,111 1,280 1,695 787 851 1,656 378 419 321 374 302 265 158 154 176 236234 216 174 134 116 Significantly higher than a year ago Significantly lower than a year ago

  8. The UK, USA and Germany markets rate their New Zealand experience higher than the overall average Overall Visitor Experience by Country (International Visitors to New Zealand, 2011/12)(1) Accommodation 18% 8.3 Food and Beverage 11% 8.0 Internal Transport 5% 8.4 Overall Satisfaction 8.9 Activities 35% 8.9 i-SITEs NCI 8.7 Environment 21% 9.0 Safety 10% 8.8 Key Aspect of Experience 2011/12 Importance Satisfaction xx% x.x Overall Satisfaction Sample size 1,695 660 321 265 176 216 116 Notes: 1. Sample size n = 4,566 Significantly higher than average Significantly lower than average

  9. Activities involving natural scenery are those with the highest levels of satisfaction, while town or city based activities are amongst those with the lowest levels of satisfaction Visitor Activities Satisfaction (International Visitors to New Zealand, 2011/12)(1) Top 5 Activities Bottom 5 Activities Sample size183 120 141 153 164 220 335 95 223 348 Notes: 1. Only includes activities with sample size greater than 50

  10. Accommodation

  11. More visitors to New Zealand used Private Homes or Friends for accommodation this year Use of Motels reduced Accommodation Types Used While in New Zealand (% International Visitors to New Zealand, 2011/12)(1)(2) The average number of different accommodation types used is 2.0, slightly down from 2.1 last year 2010/11(3)45% 34% 32% 19%18%13%12%7%7% 7% 6% 4% 1% 1% Notes: 1. Multiple response question; 2. Sample size n = 4,566; 3. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago

  12. The overall decrease in satisfaction with Accommodation has been driven by the price of accommodation Visitor Accommodation Experience (International Visitors to New Zealand, 2011/12)(1) 2010/11(2) Importance Satisfaction Score Quality of amenities and facilities 34% 8.1 34% 8.2 Overall Accommodation 8.3 Quality of services 30% 8.2 34% 8.3 8.3 Price of accommodation 36% 7.8 32% 8.0 2010/11(2) 8.4 Key Aspect of Experience 2011/12 Importance Satisfaction xx% x.x Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago

  13. Food and Beverage

  14. Despite an increase in satisfaction with the quality of service, lower satisfaction with price contributed to the decrease in overall satisfaction with Food and Beverage Visitor Food and Beverage Experience (International Visitors to New Zealand, 2011/12)(1) 2010/11(2) Importance Satisfaction Score Quality of food and beverage 44% 8.1 42% 8.1 Overall Food and Beverage 8.2 Quality of services 24% 8.2 28% 8.0 8.0 Price of food and beverage 32% 7.1 30% 7.4 2010/11(2) 8.1 Key Aspect of Experience 2011/12 Importance Satisfaction xx% x.x Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago

  15. Transport

  16. Satisfaction with Transport has remained stable Visitor Internal Transport Experience (International Visitors to New Zealand, 2011/12)(1) 2010/11(2) Importance Satisfaction Score Comfort, safety and reliability 35% 8.4 38% 8.4 Overall Internal Transport 8.4 Quality of services 33% 8.4 31% 8.3 Price of transport 31% 7.8 31% 7.9 2010/11(2) 8.4 Key Aspect of Experience 2011/12 Importance Satisfaction xx% x.x Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago

  17. Satisfaction with Coach Tours is slowly trending up Visitor Internal Transport Experience (International Visitors to New Zealand) Sample size757 1,742 1,430 1,051 881 782 1,183 916 762 1,013 952 715 644 569 558626456 519 607 478 493 453 216 362 Significantly higher than a year ago Significantly lower than a year ago

  18. Activities

  19. There has been a decrease in the average number of activities participated in. This has been seen across all markets except Germany, China and Japan Number of Activities Participated Over Time (International Visitors to New Zealand) 236234 216 174134 116 Sample size4,5424,516 4,566 1,1111,280 1,695 787851 660378419 321374 302 265158 154 176 Significantly higher than a year ago Significantly lower than a year ago

  20. Overall Activity satisfaction remains high, with an improvement in satisfaction with safety Visitor Activities Experience (International Visitors to New Zealand, 2011/12)(1) 2010/11(2) Importance Satisfaction score Quality of the actual activity 48% 8.6 55% 8.5 Overall Activities 8.9 Quality of the service 19% 8.4 7% 8.4 Price of the activities 10% 7.7 13% 7.8 2009/10(2) Safety of the activities 23% 8.6 25% 8.5 8.9 Key Aspect of Experience 2011/12 Importance Satisfaction xx% x.x Notes: 1. Sample size n = 4,556; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago

  21. Regional visitation

  22. International tourists visited fewer regions this year Regions Visited in New Zealand (% International Visitors to New Zealand, 2011/12)(1)(2) The average number of regions visited is 4.0 – significantly down from 4.3 in year 2010/11 and 4.8 in 2009/10 Average # of regions visited 2010/11 69% 46% 47% 51% 34% 24% 26% 30% 22% 21% 16% 13% 18% 8% 6% Australia 58% 34% 24% 25% 32% 24% 20% 14% 11% 13% 15% 13% 9% 7% 5%3.1 UK 79% 58% 50% 49% 51% 32% 39% 35% 25% 30% 30% 18% 19% 11% 7%5.3 USA 78% 48% 50% 33% 30% 21% 17% 19% 15% 13% 14% 6% 9% 5% 3%3.6 Germany 91% 77% 73% 71% 75% 45% 62% 67% 67% 58% 36% 39% 40% 31% 20%8.5 China 88% 51% 35% 28% 11% 23% 11% 14% 6% 3% 5% 2% 11% 2% 2%2.9 Japan 83% 27% 32% 32% 15% 19% 12% 4% 5% 3% 7% 4% 6% 3% 1%2.5 Korea 83% 53% 41% 29% 17% 26% 16% 8% 4% 5% 4% 4% 5% 1% 1%3.0 Notes: 1. Multiple response question; 2. Sample size n = 4,566 Significantly higher than other country / a year ago Significantly lower than other country / a year ago

  23. Environment

  24. A greater dissatisfaction with New Zealand’s Weatherthis year, but satisfaction with New Zealand being natural, open and having a vibrant urban atmosphere have improved from a year ago Overall Visitor Environment Experience (International Visitors to New Zealand, 2011/12)(1) 2010/11(2) Importance Satisfaction Score Natural environment 20% 9.3 23% 9.0 Open spaces 7% 9.1 11% 8.9 Natural landscapes and scenery 22% 9.5 25% 9.5 Overall Environment 9.0 Weather 9% 7.7 10% 8.0 2010/11(2) Roads and driving experience 18% 8.1 14% 8.1 9.0 Key Urban atmosphere 23% 8.2 17% 7.7 Aspect of Experience 2011/12 Importance Satisfaction xx% x.x Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago

  25. Three in four visitors thought that the environmental practices of the New Zealand tourism industry were better than other countries – consistent with a year ago Perceptions of Environmental Practices (% International Visitors to New Zealand, 2011/12)(1) 2010/11 – Better than other countries(2)76%55%75%50%62%2010/11 – Worse than other countries(2) 1% 3% 1%5%3% Notes: 1. Sample size n = 2,086; 2. Sample size n = 3,287 Significantly higher than a year ago Significantly lower than a year ago

  26. The proportion of visitors who agree the New Zealand environment is managed sustainably is consistent with last year Proportion Agreeing the New Zealand Environment is Managed Sustainably (% International Visitors to New Zealand) (1) (2) (3) Notes: 1. Sample size n = 3,204; 2. Sample size n = 1,443; 3. Sample size n = 2,077 Significantly higher than a year ago Significantly lower than a year ago

  27. Technology

  28. Unsurprisingly, use of new forms of technology continued to increase in 2011/2012, particularly Wi-Fi, Smart Phones and mobile phones. Usage of Technology in New Zealand (% International Visitors to New Zealand 2011/12)(1) 2010/11(2)34%51%37%17%28%16%6%2% 6% 11% Notes: 1. Sample size n = 4,232; 2. Sample size n = 1,839 Significantly higher than a year ago Significantly lower than a year ago

  29. Compared to 2010/2011, more visitors have chosen to book their flight directly via an airline or a travel website, with this at the expense of booking flight via a travel agent Booking Method of Flight to New Zealand (% International Visitors to New Zealand, 2011/12) Arrive via International Airline(1) How was Flight to New Zealand Booked(2)(3) 2010/1143% 35% 13% 4% 7% Notes: 1. Sample size n = 4,566; 2. Multiple response question; 3. Sample size n = 4,455 Significantly higher than a year ago Significantly lower than a year ago

  30. Facebook remains the most commonly used social media tool when sharing New Zealand holiday experiences with others and compared to a year ago its use levels have significantly increased Website Used to Share New Zealand Holiday Experience (% International Visitors to New Zealand, 2011/12)(1)(2) • Other includes: • Tumblr • Blogger • Google+ • QQ– Chinese social media website 2010/1141%4%5%3%2% 2% 7%49% Australia 39% 5% 2% 2% 1% 1% 8% 52% UK 44% 8% 2%3%1% 2%7% 47% USA 42% 6% 4%2%2% 1%11% 48% Germany 48%3% 5% 0%1% 2%12% 47% China N/A 3% 2% 3%4% 1%21% 40% Japan 34% 1% 1%10% 1% 0% 5% 54% Korea39% 1% 0%3%3% 0%16% 47% Notes: 1. Sample size n = 3,840, sample size is those who answered yes or no to whether they talked positively about New Zealand to others; 2. Multiple response question; Significantly higher than other countries / a year ago Significantly lower than other countries / a year ago

  31. Four in ten international tourists used Facebook within New Zealand and the same amount used Facebook to share their trip once they returned home. Usage of Social Media Sites at Different Stages of Trip to New Zealand (% International Visitors to New Zealand, 2011/12)(1) (2) (2) (3) None of these Notes: 1. Sample size n = 4,223; 2. Asked of Chinese visitors only sample size n = 151; 3. Asked Japanese visitors only sample size n = 211 Significantly higher than other stages Significantly lower than other stages

  32. Safety

  33. All aspects of Safety are showing consistent satisfaction levels, with road safety continuing to be the area of lowest satisfaction Overall Visitor Safety Experience (International Visitors to New Zealand, 2011/12)(1) 2010/11(2) Importance Satisfaction Score 31% 8.5 Personal safety in urban areas 32% 8.6 27% 8.8 Personal safety in country areas 25% 8.8 Overall Safety 8.8 20% 8.7 Safety standards of activities 20% 8.7 2010/11(2) 22% 8.1 Road safety 23% 8.2 8.7 Key Aspect of Experience 2011/12 Importance Satisfaction xx% x.x Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago

  34. UK, US and German visitors have the highest satisfaction with Safety, while visitors from Japan and Korea are the least satisfied with safety Visitor Safety Experience by Country (International Visitors to New Zealand, 2011/12)(1) Personal safety in urban areas 32%8.6 Personal safety in country areas 25%8.8 Overall Safety 8.8 Safety standards of activities 20%8.7 Road safety 23%8.2 Overall Safety Key Aspect of Experience 2011/12 Importance Satisfaction xx% x.x Sample size 1,695 660 321 265 176 216 116 Notes: 1. Sample size n = 4,566 Significantly higher than average Significantly lower than average

  35. Brand awareness

  36. The awareness of ‘100% Pure New Zealand’ has increased from last year Awareness and Influence of ‘100% Pure New Zealand’ (% International Visitors to New Zealand) Awareness of ‘100% Pure New Zealand’ Logo ‘100% Pure New Zealand’ Campaign Influence on Decision to Visit New Zealand (1) (1) (2) (2) (3) (3) Notes: 1. Sample size n = 2,219; 2. Sample size n = 1,839; 3. Sample size n = 4,234 Significantly higher than a year ago Significantly lower than a year ago

  37. I-SITES and Qualmark

  38. Use of i-SITEs has been declining Usage of i-SITEs (% International Visitors to New Zealand) 2010/11 (1) 2009/10 2011/12 (2) Used an i-SITE Used an i-SITE by Country Used an i-SITE by Age Notes: 1. Sample size n = 4,516; 2. Sample size n = 4,566 Significantly higher than a year ago Significantly lower than a year ago

  39. However, all aspects of the i-SITE experience are showing consistently high satisfaction levels Visitor i-SITEs Experience (i-SITE Users, 2011/12)(1) 2010/11(2) Importance Satisfaction score i-SITE facilities 16% 8.7 14% 8.6 How well the staff meet your needs 24% 8.5 23% 8.5 Level of personal service 18% 8.6 15% 8.5 Overall i-SITEs 8.7 Knowledgeable staff 16% 8.6 25% 8.6 2010/11(2) Amount of planning information available 14% 8.6 10% 8.6 8.6 Ease of making bookings 7% 8.8 Key 7% 8.7 Aspect of Experience 2011/12 Importance Satisfaction xx% x.x Quality of recommended providers 6% 8.5 6% 8.4 Notes: 1. Sample size n = 1,800; 2. Sample size n = 2,080 Significantly higher than a year ago Significantly lower than a year ago

  40. And usage of i-SITEs has a small but positive impact upon overall visitor satisfaction The Impact of i-SITE Usage on Overall Visitor Satisfaction (International Visitors to New Zealand, 2011/2012) Sample size 1,796 2,387 460 1,106 341 268 98 192 192 58 45 106 90 121 39 67 Significantly higher than did not use an i-SITE Significantly lower than did not use an i-SITE

  41. Overall visitor satisfaction is also indicatively higher amongst those who were aware they used a Qualmark rated or endorsed provider Overall Visitor Satisfaction by Awareness of Qualmark Rating or Endorsement (International Visitors to New Zealand) Sample size 1,906 2,328 1,369 2,601 602 2,045 Significantly higher than other group Significantly lower than other group

  42. Why New Zealand?

  43. Recommendation from friends and families remains the most frequently used information source before arrival, with travel guides the main source of information after arrival Information Sources Used When Planning and Booking a Holiday in New Zealand (% International Visitors to New Zealand, 2011/2012)(1) Information Sources Used Before Arrival in New Zealand(2) Usefulness of Information Sources Used Information Sources Used After Arrival in New Zealand(2) Notes: 1. Multiple response question; 2. Sample size n = 4,566

  44. Landscape and scenery remain the main factors that influenced visitors’ interest in visiting New Zealand, while recommendations from friends and families have also simulated visitor interest Factors that Influenced Visitor Interest in New Zealand (% International Visitors to New Zealand, 2011/2012)(1) Travellers mentioned 2.6 factors influenced them Destination Interest 54% influenced Specific Event 45% influenced Direct Marketing 15% influenced Indirect Marketing 16% influenced Word of Mouth 27% influenced Other 42% influenced Notes: 1. Sample size n = 4,566

  45. Australia remains the most considered other destination to visit rather than New Zealand, while consideration for Thailand, Switzerland and Germany have also increased this year Other Countries Considered Visiting (% International Visitors to New Zealand, 2011/2012)(1)(2) Notes: 1. Multiple response question; 2. Sample size n = 4,566; 3. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago

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