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WALES VISITOR SURVEY 2011

WALES VISITOR SURVEY 2011. Presentation to Wales Tourism Research Partnership Builth Wells 25 th January 2012. Claire Peate claire@beaufortresearch.co.uk. BACKGROUND AND OBJECTIVES SUMMARY.

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WALES VISITOR SURVEY 2011

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  1. WALES VISITOR SURVEY 2011 Presentation to Wales Tourism Research Partnership Builth Wells 25th January 2012 Claire Peate claire@beaufortresearch.co.uk

  2. BACKGROUND AND OBJECTIVES SUMMARY “To explore visitors’ relationship with Wales, their attitudes towards the visit aspects and to measure satisfaction” ATTITUDES AND RATINGS Satisfaction with the visit VISITOR PROFILE Age, lifecycle, party size, disabilities, independent explorers VISIT MOTIVATIONS Perceptions, past experiences EXPECTATIONS Did it meet expectations, will they return, sense of place TRIP PROFILE Activities, transport, accommodation

  3. RESEARCH METHODOLOGY STAGE I 4,750 face to face at <70 locations across Wales Core questions During the visit STAGE II 675 online follow-up c2 weeks after initial contact Additional questions Post visit

  4. WHO IS A VISITOR? • “A person aged 16 or over who is visiting the area for leisure purposes” • Day Visitor • for a day trip/ outing not on business, routine appointment/ shopping, study • can be overseas day visitor to Wales • Staying Visitor • staying in Wales in paid or unpaid accommodation • n-days into their holiday: • 1 night stay = stayed 0-1 nights • 2-3 nights stay = stayed at least 1 nights • 4+ nights stay = stayed at least 2 nights

  5. THOSE BUYING IN TO THE SURVEY… Government organisations, local authorities, tourism partnerships CyMAL: Museums Archives and Libraries Wales

  6. STAGE I SAMPLE BY LOCAL AUTHORITY

  7. VISITOR PROFILE

  8. VISITOR LIFESTAGE (%) Base: Stage I. All Visitors ( Day = 1,602, Stay = 2,463, Overseas = 601)

  9. VISITOR LIFESTAGE – UK Staying Visitors by month (%) Base: Stage I. All Staying Visitors ( 2,502)

  10. VISITOR LIFESTAGE – UK Day Visitors by month (%) Base: Stage I. All Staying Visitors ( 2,502)

  11. SOCIO-ECONOMIC GROUPS (%) Base: Stage I. All Visitors ( Day = 1,602, Stay = 2,463, Overseas = 601) * Source: MRS 2006 Occupational Groupings (6th edition)

  12. DISABILITY IN IMMEDIATE GROUP (%) The most-mentioned disabilities were mobility and long-term illness Some sites attract much greater proportions of disabilities – over a third were with someone with a disability in two locations in Conwy Base: Stage I. All Visitors ( Day = 1,602, Stay = 2,463, Overseas = 601)

  13. MOBILE INTERNET DURING TRIP Total web-enabled 55% Total web-enabled 55% Total web-enabled 47% (% with mobile internet access during trip) “Young Independents” and “Families” are most likely to be web-enabled during the trip (i.e. younger segments)

  14. TRIP PROFILE

  15. THE STAYCATION (% on a holiday in Wales that would normally be taken abroad) • Similar profiles and levels of likelihood to return and likelihood to recommend but differences are: • Greater proportion of families(41% on Staycation are in this lifestage compared to 29% not on a Staycation) • Greater proportion of C2DEs (37% on Staycation are C2DE compared to 32% not on Staycation) • Lower proportion rating Wales 10/10 as a place to visit overall (39% on Staycation compared to 46% not on Staycation) Base: Stage I. All UK Staying Visitors (2,504)

  16. EXPERIENCE OF WALES (%) NEW to Wales UK Day  West (29% new)  North (8% new) UK Stay  South (18% new)  North (8% new) Overseas  South (59% new)  West (49% new) Base: Stage I. All Visitors (Day = 419, Stay = 2,437, Overseas = 601) *Lapsed = first visit in three years

  17. AVERAGE SPEND PER PERSON PER DAYexcluding accommodation North Mid South WestUK Day Visitors £80   UK Staying Visitors £26   Overseas Visitors £31  Base: Stage II. All Visitors ( Day = 194, Stay = 232, Overseas = 31)

  18. AVERAGE SPEND PER PERSON PER DAYonaccommodation only North Mid South WestUK Staying Visitors £22    Overseas Visitors £20   However … Overseas Visitors stay for longer (6.8 nights on average, compared to 6.5 amongst UK Staying Visitors)Figures include staying in own accommodation/ with friends/ relatives in calculation. For UK Staying Visitors 31% are in ‘unpaid’ accommodation. For Overseas Visitors 30% are in ‘unpaid’ accommodation. Base: Stage II. All Visitors (Stay = 232, Overseas = 31)

  19. MAIN REASON TO VISIT WALES (%) Base: Stage I. All Visitors ( Day = 1,602, Stay = 2,463, Overseas = 601)

  20. MAIN TRANSPORT AROUND WALES (%) 44% of Overseas Visitors are in South Wales Base: Stage I. All Visitors ( Day = 1,602, Stay = 2,463, Overseas = 601)

  21. TYPES OF ATTRACTION VISITED (%) Base: Stage I. All Visitors ( Day = 1,602, Stay = 2,463, Overseas = 601)

  22. TYPES OF EATING ESTABLISHMENT VISITED (%) Base: Stage II. All Visitors ( Day = 1,602, Stay = 2,463, Overseas = 601)

  23. RATING THE TRIP

  24. LIKELIHOOD TO REVISIT IN NEXT FEW YEARS (%) Base: Stage I. All Visitors ( Day = 1,602, Stay = 2,463, Overseas = 601)

  25. LIKELIHOOD TO RECOMMEND (%) Base: Stage I. All Visitors ( Day = 1,602, Stay = 2,463, Overseas = 601)

  26. RATING WALES AGAINST OTHER UK HOLIDAY DESTINATIONS (%) Base: Stage II. All Visitors (Day = 194, Stay = 396, Overseas = 85)

  27. RATING WALES AGAINST OTHER UK HOLIDAY DESTINATIONS (Lifestage) (%) Base: Stage II. All Visitor groups added together (YI = 68, OI = 137, FAM = 211, EN = 246))

  28. EXTENT TRIP DELIVERS DISTINCT WELSH EXPERIENCE (%) “So far in your trip, to what extent do you feel that your trip gives you a distinct Welsh experience that you couldn’t have anywhere else?” UK Staying Overseas UK Day Base: Stage I. All Visitors ( Day = 1,602, Stay = 2,463, Overseas = 601)

  29. IMPORTANCE THAT TRIP DELIVERS DISTINCT WELSH EXPERIENCE (%) “And how important, or not, is it to you that your trip to/ in Wales gives you an experience that is distinct to Wales and that you couldn’t have anywhere else?” UK Staying Overseas UK Day Base: Stage I. All Visitors ( Day = 1,602, Stay = 2,463, Overseas = 601)

  30. SATISFACTION WITH TRIP ASPECTS – top 5 aspects (mean score: 1 = very dissatisfied, 10 = very satisfied) Base: Stage I. All Visitors ( Day = 1,602, Stay = 2,463, Overseas = 601)

  31. SATISFACTION WITH TRIP ASPECTS – bottom 5 aspects (mean score: 1 = very dissatisfied, 10 = very satisfied) Information and commercial tourist aspects Base: Stage I. All Visitors ( Day = 1,602, Stay = 2,463, Overseas = 601)

  32. STATEMENTS ASSOCIATE WITH WALES – POST VISIT (% agreeing with each statement) It has beautiful scenery It has beautiful unspoilt coastline It has beautiful unspoilt countryside It has a good range of castles, historical attractions and places you can explore history The people are friendly It is easy to get to It’s a place I can enjoy time with my family It has good quality pubs, restaurants and places to eat out It is good value for money There are lots of activities to do It offers plenty of good quality places to stay It represents an environmentally friendly holiday/ break It has lots of things to do in all weather It has a good range of cultural events/ festivals/ theatre It has good quality visual arts and crafts

  33. STATEMENTS ASSOCIATE WITH WALES – POST VISIT (% agreeing with each statement) Beautiful scenery Decreasing agreement Good quality visual arts and crafts Base: Stage II. All Visitors ( Day = 194, Stay = 396, Overseas = 85)

  34. STATEMENTS ASSOCIATE WITH WALES – POST VISIT (% agreeing with each statement) Unspoilt countryside Good range of castles, historical attractions Enjoy time with family Good value for money Plenty of good places to stay Environmentally friendly Beautiful scenery Good range of cultural events Friendly people Unspoilt coastline Good quality pubs, restaurants Easy to get to Things to do in all weather Good quality visual arts and crafts Lots of activities to do Base: Stage II. All Visitors ( Day = 194, Stay = 396, Overseas = 85)

  35. STATEMENTS ASSOCIATE WITH WALES – POST VISIT (% agreeing with each statement) Unspoilt countryside Good range of castles, historical attractions Enjoy time with family Good value for money Plenty of good places to stay Environmentally friendly Beautiful scenery Good range of cultural events Friendly people Unspoilt coastline Good quality pubs, restaurants Easy to get to Things to do in all weather Good quality visual arts and crafts Lots of activities to do Base: Stage II. All Visitors ( Day = 194, Stay = 396, Overseas = 85)

  36. STATEMENTS ASSOCIATE WITH WALES – POST VISIT (% agreeing with each statement) Unspoilt countryside Good range of castles, historical attractions Enjoy time with family Good value for money Plenty of good places to stay Environmentally friendly Beautiful scenery Good range of cultural events Friendly people Unspoilt coastline Good quality pubs, restaurants Easy to get to Things to do in all weather Good quality visual arts and crafts Lots of activities to do Base: Stage II. All Visitors ( Day = 194, Stay = 396, Overseas = 85)

  37. IN SUMMARY Attracts high levels of ABC1s (two thirds of UK Day and UK Staying, majority of Overseas Visitors) Repeat visits are key: nearly nine in ten UK visitors (Day and Staying) are on a repeat visit to Wales. Great PR figures: good levels of satisfaction, likelihood to recommend, likelihood to return. The natural environment and visiting places/ historical sites and attractions are principle motivations to visit The natural environment and the people are the most highly rated elements of the holiday

  38. 2012 VISITOR SURVEY 2012 is going to be an interesting year for Welsh tourism… Economy Technology Jubilee Coast path Olympics • For those who would like to take part in 2012 the costs would be as follows: • £1,995 per 100 interviews. • £375 per report. • Example: 4 key sites across region + 1 report = • 4 x £1,995 + £375 = £8,355

  39. WALES VISITOR SURVEY 2011 Presentation to Wales Tourism Research Partnership Builth Wells 25th January 2012 Claire Peate claire@beaufortresearch.co.uk

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