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Heritage Week Public Awareness and Attitude Survey January 2006

Report Content. IntroductionThe FindingsAwareness of Heritage Week and Heritage SitesInterest in Events and Aspects of HeritageAttitudes to Heritage WeekSummary and Conclusions. Introduction. This report presents the findings of research conducted to review public awareness of and attitudes t

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Heritage Week Public Awareness and Attitude Survey January 2006

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    1. Heritage Week – Public Awareness and Attitude Survey January 2006 A Review of Findings By

    2. Report Content Introduction The Findings Awareness of Heritage Week and Heritage Sites Interest in Events and Aspects of Heritage Attitudes to Heritage Week Summary and Conclusions

    3. Introduction This report presents the findings of research conducted to review public awareness of and attitudes to Heritage Week. Questions were included on one of the Millward Brown IMS Omnibus Surveys. 1,000 interviews were conducted among all adults aged 15+. The sample was quota controlled to be fully representative of the adult population in terms of gender, age, social class and region. Interviews took place at 64 sampling points nationwide, representative of the actual size and spread of urban and rural locations nationwide. All interviews were carried out face-to-face, in respondents own homes. Fieldwork Dates: 10th – 23rd January 2006.

    4. The Findings

    5. Awareness of Heritage Week and Heritage Sites

    6. Awareness of Heritage Week

    7. Awareness of Heritage Week X Demograhics

    8. Awareness of Events During Heritage Week

    9. Sources of Information on Heritage Week

    10. Awareness of Heritage Sites Close to Where You Live

    11. Interest in Events and Aspects of Heritage

    12. Preference for Targetting of Events

    13. Events Likely to Attend During Heritage Week - I

    14. Events Likely to Attend During Heritage Week – II

    15. Interest in Different Aspects of Heritage

    16. Attitudes to Heritage Week

    17. Heritage Week a Good Idea?

    18. Good Idea to Have State Properties and National Sites Open Free of Charge?

    19. Perference for Timing of Heritage Week

    20. Summary and Conclusions

    21. Summary and Conclusions One third of all adults aged 15+ have heard of Heritage Week. Awareness of Heritage Week is higher among 35-64’s, white collar workers and farmers as well as those living outside of Dublin. Among those who are aware of Heritage Week, a number of different events are mentioned spontaneously that take place during this week. When prompted with a list, two thirds are aware of museum exhibitions and visits to heritage sites. Over half are aware of castle tours, arts and crafts fairs, historical events and sightseeing tours that take place during Heritage Week. All other events are known to around one quarter or one third. Information on Heritage Week would be sought from a variety of different sources. 3 in 10 adults would look on the Internet or in a local newspaper, 2 in 10 would listen to the local radio station, go to the tourist office or read the national newspaper for information.

    22. Summary and Conclusions (Cont’d) Two thirds of all adults are aware of a state site close to where they live, however this rises to 8 in 10 among those living in Munster. More than 4 in 10 adults think they live near an archaeological site, and this rises to 5 in 10 among those who reside in the Rest of Leinster and Connaught/Ulster. 4 in 10 adults are also aware of a site that is important for nature conservation close to where they live; this rises to nearly 5 in 10 among those who reside in Dublin. 8 in 10 adults would prefer if events during Heritage Week were suitable for all the family, rather than aimed at children of certain ages. Among all adults 4 in 10 claim that they would be likely to attend local exhibitions, outdoor activities, music concerts and castle tours. One third are likely to go for a wildlife walk, a walk in the woods and visit a museum. One quarter of all adults claim that they are likely to attend an archaeology walk, talks or lectures, workshops and book readings during Heritage Week.

    23. Summary and Conclusions (Cont’d) Those who are aware of Heritage Week, are considerably more likely to attend any of these events. Interestingly, despite the lower level of awareness of Heritage Week in Dublin, those who reside in Dublin claim to be much more likely to attend these events during Heritage Week than those residing outside of Dublin. 6 in 10 adults express an interest in cultural heritage and over half of all adults are interested in natural and built heritage, however it is worth pointing out that 1 in 5 have no interest in any form of our heritage.

    24. Summary and Conclusions (Cont’d) An overwhelming majority agree that it is a good idea to have a week in the year to raise awareness of and to celebrate our heritage. There is also widespread agreement that all state properties and national sites should be open to the public free of charge for one week in the year. There is a clear preference to have Heritage Week during the last week of August when the schools are off. This is even stronger among those aware of Heritage Week and among those with dependent children. Nevertheless, one third of adults have no preference when it takes place.

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