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2004 Visitor Exit Survey Top-line Highlights November 2005

2004 Visitor Exit Survey Top-line Highlights November 2005. Methodology. Surveys conducted between June and November, 2004 at exit points throughout Nova Scotia Total of 4,289 completed interviews Survey collected through three methods: face-to-face, telephone and internet.

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2004 Visitor Exit Survey Top-line Highlights November 2005

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  1. 2004 Visitor Exit Survey Top-line Highlights November 2005

  2. Methodology

  3. Surveys conducted between June and November, 2004 at exit points throughout Nova Scotia • Total of 4,289 completed interviews • Survey collected through three methods: face-to-face, telephone and internet. • Interviews collected face-to-face using handheld devices at all ferry exits and Halifax airport • Visitors exiting on Hwy.104 (Amherst) were given business reply cards at the Cobequid Toll Plaza and asked to complete survey via telephone or Internet upon arrival home

  4. Corporate Research Associates (CRA) contracted to complete data analysis • After conducting an analysis of the impact of methodology (telephone, Internet, face-to-face), decision was made to combine all data for report • Data were weighted to reflect the 2004 visitor population by: • Market region (Atl Can, QC, ON, West.Can, US, Overseas) • Season of travel (Peak, Off-peak) • Mode of travel (Car, RV, Air) • Entry point (Amherst/Tidnish, Ferry, Airport)

  5. Party Characteristics

  6. Party Size, by Mode of Travel Average travel party size held steady from 2000

  7. Average Party Size, by Market Region Size of travel party differed slightly by market regions

  8. Age Groups Represented Within Party Overall, parties had an older age profile compared with 2000

  9. Trip Characteristics

  10. Average Length of Stay, by Mode of Travel Average number of nights by mode of travel dipped slightly in 2004; overall length of stay showed no change due to increase in air visitation

  11. Average Length of Stay, by Market Region On average, visitors from Western Canada and Overseas stay the most number of nights in the province.

  12. Main Reason for Visiting NS (excl. Atl Can) General pleasure and recreation i#1 reason stated to visit Nova Scotia

  13. General Pleasure and Recreation Travelers, by Market Region US and Overseas visitor more likely than other groups to state that they are traveling for general pleasure and recreation.

  14. Travelers Visiting Friends and Relatives, by Market Region An opportunity to visit friends and family is the second most common reason stated for visiting the province

  15. Activity Participation in 2004 Leisurely walking/hiking most common activity reported by visitors in 2004

  16. Trip Expenditures

  17. *average expenditure excluding any air or ferry costs • On average, pleasure travellers spend the most while in the province. • VFR (Visiting Friends and Relatives) expenditures have increased since 2000.

  18. Average Party Expenditures, by Market Region Western Canada and Other US stay longer and spend more *average expenditure excluding any air and ferry costs

  19. Business travelers, Air travelers and Other US rank highest in per-day spending

  20. Visitor Demographics

  21. Total Annual Household Income

  22. Level of Education

  23. Household Income, by Market Region Visitors from US markets more likely to report high household incomes

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