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Tourism New Zealand Visitor Experience Monitor Chinese Market Report 2011/2012 August 2012

Tourism New Zealand Visitor Experience Monitor Chinese Market Report 2011/2012 August 2012. Chinese visitor satisfaction remained high last year, with strong levels of recommendation. Overall visitor s atisfaction (Chinese v isitors to New Zealand). 2011/12. 2010/11. 2009/10.

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Tourism New Zealand Visitor Experience Monitor Chinese Market Report 2011/2012 August 2012

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  1. Tourism New ZealandVisitor Experience MonitorChinese Market Report 2011/2012August 2012

  2. Chinese visitor satisfaction remained high last year, with strong levels of recommendation Overall visitor satisfaction (Chinese visitors to New Zealand) 2011/12 2010/11 2009/10 Overall Satisfaction with New Zealand Proportion Not Highly Satisfied with New Zealand(1) Proportion Very Likely to Recommend New Zealand(2) Proportion Likely to Recommend New Zealand(3) Notes: 1. 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’; 2. 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’; 3. 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 previous year Significantly lower than previous year

  3. The Visitor Experience model highlights the impact that various aspects of a trip to New Zealand have on overall satisfaction, as well as how well certain aspects are performing How to interpret the Visitor Experience model Impact that quality of facilities has on the visitors overall accommodation satisfaction Impacts are statistically determined through multiple linear regression Quality of facilities xx% x.x Accommodation xx% x.x Quality of service xx% x.x Visitors satisfaction of the price they paid for all accommodation Price of accommodation xx% x.x Food and Beverage xx% x.x Impact that Visitors rating of Accommodation has on their overall satisfaction Internal Transport xxx x.x Overall Satisfaction Activities xxx x.x i-SITEs xxx x.x X.X Overall rating of all food and beverage used within New Zealand Overall Visitor satisfaction, average score rated on a 10 point scale where 1 is ‘not at all satisfied’ and 10 is ‘extremely satisfied’ Environment xxx x.x Safety xxx x.x

  4. Chinese visitor satisfaction remains at or above the overall average for all aspects of the experience, with an improvement seen in satisfaction with i-SITEs Overall visitor experience (Chinese visitors to New Zealand, 2011/12)(1)(2) China All markets 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 NCI8.7 Environment 21% 9.0 Safety 10%8.8 Overall Satisfaction Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  5. Hotels remain the most frequently used form of accommodation by Chinese visitors Accommodation types used while in New Zealand (% Chinese visitors to New Zealand, 2011/12)(1)(2) Significantly higher than previous year Significantly lower than previous year

  6. Chinese visitors’ satisfaction with accommodation remained stable, sitting at the overall market average. Visitor accommodation experience (Chinese visitors to New Zealand, 2011/12)(1)(2) China All markets Quality of amenities and facilities 34%8.1 Overall Accommodation 8.3 Quality of services 30%8.2 Price of accommodation 36%7.8 Overall Accommodation Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  7. Comments regarding the price of accommodation show mixed views Visitor feedback about accommodation (Chinese visitors to New Zealand, 2011/12)

  8. Satisfaction with customer service relating to food and beverage continues to improve and is now ahead of the overall average Visitor food and beverage experience (Chinese visitors to New Zealand, 2011/12)(1)(2) China All markets Quality of food and beverage 44% 8.1 Overall Food and Beverage 8.0 Quality of services 24%8.2 Price of food and beverage 32%7.1 Overall Food and Beverage Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  9. “Limited options” are the main negatives given in terms of food and beverage, but generally the experience is well perceived Visitor feedback about food and beverage (Chinese visitors to New Zealand, 2011/12)

  10. Use of coach tours by Chinese visitors increased and is the dominant method of travel while in New Zealand Transportation used while in New Zealand (% Chinese visitors to New Zealand, 2011/12)(1)(2) Significantly higher than previous year Significantly lower than previous year

  11. Satisfaction with transport remained strong Visitor internal transport experience (Chinese visitors to New Zealand, 2011/12)(1)(2) China All markets Comfort, safety and reliability 35% 8.4 Overall Internal Transport 8.4 Quality of services 33%8.4 Price of transport 31% 7.8 Overall Internal Transport Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  12. Some Chinese visitors considered transport to be expensive Visitor Feedback About Transport (Chinese Visitors to New Zealand, 2011/12)

  13. Overall satisfaction with activities is stable, but remains slightly behind the overall average due to lower satisfaction with the quality of the activity Visitor activities experience (Chinese visitors to New Zealand, 2011/12)(1)(2) China All markets Quality of the actual activity 48%8.6 Quality of services 19%8.4 Overall Activities 8.9 Price of the activities 10%7.7 Safety of the activities 23%8.6 Overall Activities Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  14. The one major negative mentioned by Chinese visitors about activities was the price Visitor Feedback About Activities (Chinese Visitors to New Zealand, 2011/12)

  15. Chinese visitors are very interested in participating in outdoor activities, however few end up participating in them Interest and participation in outdoor activities (% Chinese Visitors to New Zealand, 2011/12)(1) Activities on the Land Activities on the Water Significantly higher than previous year Significantly lower than previous year

  16. Participation in bungyjumping and aerial extreme sports by Chinese visitors increased last year, but remains very niche Interest and participation in extreme sports (% Chinese visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  17. Last year, fewer Chinese visitors took a walk in the city, ate out or visited a historic building than the year before Interest and participation in city or town based activities (% Chinese visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  18. More Chinese visitors visited a glow worm cave last year, and Chinese visitors are more likely to visit a geothermal park than other markets Interest and participation in sightseeing in the country activities (% Chinese visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  19. Interest in water-based sightseeing is very high amongst Chinese visitors, however conversion of interest to participation remains low Interest and participation in sightseeing on the water activities (% Chinese visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  20. Fewer Chinese visitors attended a Maori cultural performance or visited a Marae last year Interest and participation in Maori Cultural and country based activities (% Chinese Visitors to New Zealand, 2011/12)(1) Cultural Activities Involving Maori Other Activities in the Country Other Sightseeing or Activities Significantly higher than previous year Significantly lower than previous year

  21. Few Chinese visitors use i-SITEs. This is consistent with the previous year Usage of i-SITEs (% Chinese visitors to New Zealand) All visitors 56% 44% 41% Significantly higher than previous year Significantly lower than previous year

  22. Most Chinese visitors to i-SITEs, use it for collecting information only How i-SITE was used (% Chinese i-SITE users) (1) (2) (3) All visitors 45% 55% 56% 37% 29% 28% 16% 13% 13% 2% 2% 3% Significantly higher than previous year Significantly lower than previous year

  23. Amongst the small number of Chinese i-SITE users, satisfaction has improved due to the amount of planning material available and the ease of making bookings Visitor i-SITEs experience (Chinese i-SITE users, 2011/12)(1)(2) China All markets i-SITE facilities 16%8.7 How well the staff meet your needs 24% 8.5 Level of personal service 18%8.6 Overall i-SITEs 8.7 Knowledgeable staff 16% 8.6 Amount of planning 14%8.6 Ease of making bookings 7%8.8 Quality of recommended providers 6%8.5 Overall i-SITEs Satisfaction Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  24. Staff, the amount of information available and the ease of making bookings are the main positive comments made about the i-SITEs Visitor feedback about i-SITEs (Chinese visitors to New Zealand, 2011/12)

  25. Chinese visitors’ high satisfaction with the environment is consistent with last year, with improved perceptions of un-crowded spaces and a vibrant urban atmosphere Visitor environment experience (Chinese visitors to New Zealand, 2011/12)(1)(2) China All markets NZ being clean and unpolluted 20%9.3 Un-crowded spaces 7%9.1 Natural landscapes and scenery 22% 9.5 Overall Environment 9.0 Weather 9%7.7 Roads and driving experience 18%8.1 Vibrant urban atmosphere 23%8.2 Overall Environment Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  26. Chinese visitor satisfaction with safety remained high, similar to other markets, while heavy use of coach tours resulted in higher levels of satisfaction with road safety Visitor safety experience (Chinese Visitors to New Zealand, 2011/12)(1)(2) China All markets 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 Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  27. There were few comments made about safety Visitor feedback about safety (Chinese visitors to New Zealand, 2011/12)

  28. More Chinese visitors are bringing smart phones to New Zealand, and compared to other markets, are less likely to use Wi-Fi locations Usage of technology in New Zealand (% Chinese Visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  29. People, both paid and unpaid, are frequently used as a source of information before arrival, with travel guides and local New Zealanders used once in New Zealand Information sources used when planning and booking a holiday in New Zealand (% Chinese Visitors to New Zealand, 2011/12)(1) Information Sources Used Before Arrival in New Zealand(2) Information Sources Used After Arrival in New Zealand(2)

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