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

Tourism New Zealand Visitor Experience Monitor Japanese Market Report 2011/2012 August 2012. Japanese visitor satisfaction improved significantly last year and as a result, the proportion of visitors “not satisfied” decreased significantly.

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

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

  2. Japanese visitor satisfaction improved significantly last year and as a result, the proportion of visitors “not satisfied” decreased significantly Overall visitor satisfaction (Japanese 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 1-7 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 9-10 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 710 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 modelhighlights the impact various aspects of a trip to New Zealand have on 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. Overall improvement in Japanese visitor satisfaction was driven by increased satisfaction with activities, the most important aspect in determining satisfaction. Overall visitor experience (Japanese visitors to New Zealand, 2011/12)(1)(2) Japan 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 Overall 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

  5. Japanese visitors remained heavy users of hotels Accommodation types used while in New Zealand (% Japanese visitors to New Zealand, 2011/12)(1)(2) Significantly higher than previous year Significantly lower than previous year

  6. With few changes in the type of accommodation used by Japanese visitors, overall satisfaction remains stable and slightly behind the overall average Visitor accommodation experience (Japanese visitors to New Zealand, 2011/12)(1)(2) Japan 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. The few comments made by Japanese visitors regarding accommodation, focused on good customer service and cost Visitor feedback about accommodation (Japanese visitors to New Zealand, 2011/12)

  8. Although Japanese visitors perceive food and beverage to be expensive, perceptions of quality have improved Visitor food and beverage experience (Japanese visitors to New Zealand, 2011/12)(1)(2) Japan 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

  9. The quality of beverages impressed Japanese visitors, but again, were seen as expensive Visitor feedback about food and beverage (Japanese visitors to New Zealand, 2011/12)

  10. Japanese visitors’ transport choice remains consistent with previous years: reasonably heavy use of coach tours, scheduled coach services, domestic airlines, and rental or private cars Transportation used while in New Zealand (% Japanese visitors to New Zealand, 2011/12)(1)(2) Significantly higher than previous year Significantly lower than previous year

  11. Satisfaction with transport remained stable and below the average of all markets, caused mostly by perceptions of customer service Visitor internal transport experience (Japanese visitors to New Zealand, 2011/12)(1)(2) Japan 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

  12. The positive comments made about transport relate to staff and value for money Visitor feedback about transport (Japanese visitors to New Zealand, 2011/12)

  13. Satisfaction with activities improved primarily as a result of increased satisfaction with the actual activity and its safety, the two most important aspects of the experience Visitor activities experience (Japanese visitors to New Zealand, 2011/12)(1)(2) Japan 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

  14. General satisfaction with activities was the main driver of positive comments Visitor feedback about activities (Japanese visitors to New Zealand, 2011/12)

  15. Japanese visitors show strong interest in participating in outdoor activities, however few convert that interest into actual participation Interest and participation in outdoor activities (% Japanese 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

  16. Similar to the overall average, extreme sports are a niche activity for Japanese visitors Interest and participation in extreme sports (% Japanese visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  17. The Rugby World Cup increased the proportion of Japanese visitors who attended a sporting event Interest and participation in city or town based activities (% Japanese visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  18. Participation rates in country-based sightseeing were stable with low levels of conversion from interest to participation Interest and participation in sightseeing in the country activities (% Japanese visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  19. A large number of Japanese visitors wanted to participate in water-based sightseeing, however a low proportion did so Interest and participation in sightseeing on the water activities (% Japanese visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  20. Compared to other markets, Japanese visitors are less likely to participate in Maori cultural activities Interest and participation in Maori cultural and country based activities (% Japanese 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

  21. Levels of i-SITE use amongst Japanese visitors is similar to all markets but increased slightly on last year, in contrast to other markets Use of i-SITEs (% Japanese visitors to New Zealand) All visitors 56% 44% 41% Significantly higher than previous year Significantly lower than previous year

  22. How Japanese visitors use i-SITEs has not changed: most are there to collect information How i-SITE was used (% Japanese 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

  23. Satisfaction with i-SITEs improved, as staff were seen as “more knowledgeable” and “making good recommendations”, and increased satisfaction in the amount of planning material available Visitor i-SITEs experience (Japanese i-SITE users, 2011/12)(1)(2) Japan 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

  24. Few Japanese visitors commented on i-SITEs Visitor feedback about i-SITEs (Japanese visitors to New Zealand, 2011/12)

  25. Japanese visitors remain very satisfied with the New Zealand environment: perceptions of it being clean, unpolluted and un-crowded all improved. Rugby World Cup 2011 helped improve perceptions of a vibrant urban atmosphere Visitor environment experience (Japanese visitors to New Zealand, 2011/12)(1)(2) Japan 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

  26. Scenery and perceptions of “being tidy” were the only comments made about the New Zealand environment Visitor feedback about the environment (Japanese visitors to New Zealand, 2011/12)

  27. Satisfaction with safety remained stable, however it continues to sit behind other markets in terms of personal safety in urban areas, road safety and the safety standard of activities Visitor safety experience (Japanese visitors to New Zealand, 2011/12)(1)(2) Japan 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

  28. There were few comments made about safety Visitor feedback about safety (Japanese visitors to New Zealand, 2011/12)

  29. Japanese visitors are heavy users of Wi-Fi locations, as a large number bring their own laptops/tablets and their mobiles are set to roaming Use of technology in New Zealand (% Japanese visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  30. The Japanese market places a lot of importance on travel guides for information both before and after arriving in New Zealand Information sources used when planning and booking a holiday in New Zealand (% Japanese 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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