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Yukon Visitor Tracking Program Summer 2012 Visitor Survey DRAFT Key Yukon Findings

Yukon Visitor Tracking Program Summer 2012 Visitor Survey DRAFT Key Yukon Findings. Presented to TIAY AGM May 3, 2013. Box 2180 Marsh Lake, Yukon 867.660-4600. In collaboration with: Advanced Analytics – Dr. Rick Pollack Arizona State University - Dr. Tim Tyrell McDowell Group - Alaska.

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Yukon Visitor Tracking Program Summer 2012 Visitor Survey DRAFT Key Yukon Findings

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  1. Yukon Visitor Tracking ProgramSummer 2012 Visitor Survey DRAFT Key Yukon Findings Presented to TIAY AGM May 3, 2013 Box 2180 Marsh Lake, Yukon 867.660-4600 In collaboration with: Advanced Analytics – Dr. Rick Pollack Arizona State University - Dr. Tim Tyrell McDowell Group - Alaska

  2. Background and Process • Why we did the study • Who responded to the survey • What are the results – Some Key Findings Draft 2012 Key Yukon Findings - Summer 2012

  3. Goals/Objectives • Primary Goal: To develop a sustainable system to monitor visitors behaviour and volumes • Objectives: • Conduct a survey of visitors exploring options to reduce survey costs while having the ability to compile representative and accurate findings. • Create a volume estimation tool that can be used with minimum costs. Draft 2012 Key Yukon Findings - Summer 2012

  4. Merging low cost and representative sample Normal weighting : Exit/Entrance Point and Mode of Transportation weights Requires Normal weighting : (Exit/Entrance Point and Mode of Transportation) PLUS Activity Indicators weights, sample source, and country of origin. Paper Traditional Sample Convenience Tablets Inquirers Contest Industry Random/Representative Sample Convenience Sample Least Accurate  Most Accurate Draft 2012 Key Yukon Findings - Summer 2012

  5. Traditional Exit Study Interviews Convenience Study Interviews

  6. Final Summer Sample Total Final Sample – Summer Main survey = 3,844 Margin of Error on Total = +/- 1.57 Data Collection for travel months June 1 to Sept. 30, 2012 Draft 2012 Key Yukon Findings - Summer 2012

  7. Visitor Volumetrics +25% The tourism pie got bigger! (63,390 more visitors than in 2004) +21% +26% Draft 2012 Key Yukon Findings - Summer 2012

  8. Visitor Volume Growth Draft 2012 Key Yukon Findings - Summer 2012

  9. Visitor Volume

  10. Visitor Volume

  11. Purpose of Trip Draft 2012 Key Yukon Findings - Summer 2012

  12. Purpose of Trip 2004 = 7% Business Draft 2012 Key Yukon Findings - Summer 2012

  13. Purpose of Trip – Among Business Travellers Draft 2012 Key Yukon Findings - Summer 2012

  14. Purpose of Trip – Among Leisure Travellers 2004 = 6% VFR, 6% Wilderness Draft 2012 Key Yukon Findings - Summer 2012

  15. Trip Profile - Accommodations 2004 = 40% Hotel, 24% RV/commercial campground, 13% gov’t cg, 4% Friends/Family Draft 2012 Key Yukon Findings - Summer 2012

  16. Trip Profile – Length of Stay Avg in 2004 = 5.5 nights 2004 – used nights rather than days… 2004 - 24% day trips vs. 16% in 2012 (but 10% in 1999) - 30% 1 – 2 Nights (24% in 2012) - 34% 3 – 7 nights (35% in 2012) - 12% 8+ nights (25% in 2012) Overall drop in day trip and 1 – 2 night trips, increase in 8+ night trips

  17. Length of Stay

  18. Trip Profile – Length of Stay

  19. Trip Profile – Party Size 2004 – average = 2.3 person Draft 2012 Key Yukon Findings - Summer 2012

  20. Trip Profile – Activities 2004 = Natural attractions = 58%, Shopping = 64%, Man-made attractions = 58% Draft 2012 Key Yukon Findings - Summer 2012

  21. Transportation Draft 2012 Key Yukon Findings - Summer 2012

  22. Transportation – Personal Vehicle 2004 – 70% Car/Truck/Van/Motorcycle, 30% RV/Camper Draft 2012 Key Yukon Findings - Summer 2012

  23. Transportation

  24. Transportation

  25. Transportation

  26. Transportation

  27. Spending changes • 2004 Exit Study data reported $75.8 M total spend. That is $87.2M adjusted for inflation. • Based on the inflation adjustment for 2004, spending is up $25.8M compared to 2004. A 29% increase • A rough comparison on $ per person per day spending suggests a drop from 2004. • NOTE: spending questions in 2012 were more detailed and more likely to increase recall of spending. Survey was also post-trip, after all bills and total expenses could be recalled. Draft 2012 Key Yukon Findings - Summer 2012

  28. Spending – Yukon Related Spending • All Yukon related activities, including Pre-Trip Purchases of Hotels, Guided Tour or Activity, Yukon Rental Car or RV plus In Yukon purchases exclude all pre-trip spending, but include spending in the Yukon on Accommodations, Rental Vehicles, Groceries, Alcohol, Meals, Souvenirs/Arts and Crafts, Outdoor Activities, Organized Day tours, Admissions, Entertainment, Gasoline/fuel, Vehicle repair, Local Transportation, Other, plus pre-trip spending on non-cruise (airline) packages and shore excursions. Most similar to past studies and best fit for Yukon spend $64 Per Person Per Day $112,440,000 Total Spend Draft 2012 Key Yukon Findings - Summer 2012

  29. Other Spending $10 Per Person Per Day Pre-trip = purchases of hotels, guided tours or activities, Yukon rental car/RV/ In Yukon purchases exclude all pre-trip spending, but include spending in the Yukon on Accommodations, Rental Vehicles, Groceries, Alcohol, Meals, Souvenirs/Arts and Crafts, Outdoor Activities, Organized Day tours, Admissions, Entertainment, Gasoline/fuel, Vehicle repair, Local Transportation, Other Packages = pre-trip spending on non-cruise (airline) packages and shore excursions. Transportation = cruise, airline tickets, non-Yukon vehicle rentals

  30. Yukon Spend Draft 2012 Key Yukon Findings - Summer 2012

  31. Yukon Spend – Person per day Draft 2012 Key Yukon Findings - Summer 2012

  32. 33. Gender: Male, Female? Demographics 2004 = female 47%, 53% male Draft 2012 Key Yukon Findings - Summer 2012

  33. Demographics Avg. = 52.6 years Median = 52 Draft 2012 Key Yukon Findings - Summer 2012

  34. Demographics

  35. Motivations/Lifestyle 2004 – No = 65%, Yes = 35% Draft 2012 Key Yukon Findings - Summer 2012

  36. Motivations/Lifestyle - EQ Draft 2012 Key Yukon Findings - Summer 2012

  37. Motivations/Lifestyle - EQ Draft 2012 Key Yukon Findings - Summer 2012

  38. Importance & Satisfaction – Top Ratings Draft 2012 Key Yukon Findings - Summer 2012

  39. Importance & Satisfaction – continued.. Draft 2012 Key Yukon Findings - Summer 2012

  40. Satisfaction – Visit Again 2004 – yes = 61% Draft 2012 Key Yukon Findings - Summer 2012

  41. Satisfaction – Refer Draft 2012 Key Yukon Findings - Summer 2012

  42. Satisfaction – Compared to others…

  43. Pre-Trip Planning

  44. Pre-Trip Planning

  45. Pre-Trip Planning

  46. Pre-Trip Planning

  47. In Yukon - Trip Planning

  48. Pre-Trip Planning (Booking) Mean/Avg. = 6.5 months

  49. Pre-Trip Planning (Booking)

  50. Pre-Trip Planning (Booking)

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