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

Tourism New Zealand Visitor Experience Monitor Korean Market Report 2011/2012 August 2012. Overall, Korean visitors were more satisfied last year than the previous and as a result were more likely to recommend New Zealand to others.

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

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

  2. Overall, Korean visitors were more satisfied last year than the previous and as a result were more likely to recommend New Zealand to others Overall visitor satisfaction (Korean 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 various aspects of a trip to New Zealand have upon 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. The overall improvement seen amongst Korean visitors was driven by improved satisfaction with activities, deemed the most important aspect of the entire trip Overall visitor experience (Korean visitors to New Zealand, 2011/12)(1)(2) Korea 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 Key Overall Satisfaction 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 remained the most frequently used form of accommodation by Korean visitors Accommodation types used while in New Zealand (% Korean visitors to New Zealand, 2011/12)(1)(2) Significantly higher than previous year Significantly lower than previous year

  6. Overall Korean visitor satisfaction with accommodation remains stable but below the overall average due to lower satisfaction with price and customer service Visitor accommodation experience (Korean visitors to New Zealand, 2011/12)(1)(2) Korea 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. Perceptions of high cost is the main reason why satisfaction scores relating to food and beverage are lower amongst Korean visitors, than other markets Visitor food and beverage experience (Korean visitors to New Zealand, 2011/12)(1)(2) Korea 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

  8. Coach tours and private cars remain the most frequently used forms of transport by Korean visitors Transportation used while in New Zealand (% Korean visitors to New Zealand, 2011/12)(1)(2) Significantly higher than previous year Significantly lower than previous year

  9. Korean visitors were more satisfied with transport this year due to greater satisfaction with the comfort, safety and reliability, and customer service Visitor internal transport experience (Korean visitors to New Zealand, 2011/12)(1)(2) Korea 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

  10. Overall satisfaction with activities improved mostly due to improved perceptions of the activities’ quality and safety, deemed the two most important aspects of the experience Visitor activities experience (Korean visitors to New Zealand, 2011/12)(1)(2) Korea 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

  11. Participation in outdoor activities remained low for Korean visitors Interest and participation in outdoor activities (% Korean 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

  12. Korean visitor participation in extreme sports is relatively high, especially for bungyjumping and extreme rides Interest and participation in extreme sports (% Korean visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  13. Korean visitors participated in fewer urban activities last year, notably eating out, visiting museums and art galleries, the sky tower, garden visits, and cinemas and casinos Interest and participation in city or town based activities (% Korean visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  14. More Korean visitors visited glow worm caves last year and took a scenic flight, train or gondola ride, however fewer visited a national park Interest and participation in sightseeing in the country activities (% Korean visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  15. Fewer Korean visitors visited a beach last year, however interest was very high Interest and participation in sightseeing on the water activities (% Korean visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  16. A quarter of Korean visitors went to a Marae last year, an increase from previous years, however conversion of interest to visitation still remains low Interest and participation in Maori cultural and country based activities (% Korean 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

  17. i-SITE usage by Korean visitors decreased significantly last year, with only a third using at least one i-SITE Usage of i-SITEs (% Korean visitors to New Zealand) All visitors 56% 44% 41% Significantly higher than previous year Significantly lower than previous year

  18. Those that used i-SITEs, primarily used them for the booking services offered How i-SITE was used (% Korean 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

  19. Korean i-SITE user satisfaction increased slightly due to improvements in the perception of the ease of making bookings Visitor i-SITEs experience (Korean i-SITE users, 2011/12)(1)(2) Korea 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

  20. The environment remains the most satisfying aspect of a visit to New Zealand for Korean visitors, and satisfaction has strengthened this year: this is the only area where Koreans are as satisfied as other markets Visitor environment experience (Korean visitors to New Zealand, 2011/12)(1)(2) Korea 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

  21. Improved perceptions of personal safety in urban areas, road safety and the safety of activities all contributed to higher overall safety satisfaction levels for Korean visitors Visitor safety experience (Korean visitors to New Zealand, 2011/12)(1)(2) Korea 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

  22. Koreans are reasonably heavy users of technology when in New Zealand, especially with regard to using Wi-Fi locations, which are most likely being accessed on mobiles set to roaming, in order to reduce data costs Use of technology in New Zealand (% Korean visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  23. Korean visitors are heavy users of blogs and travel agents to search for information before arriving in New Zealand, with travel guides used heavily whilst here Information sources used when planning and booking a holiday in New Zealand (% Korean 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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