Natioanl Railway museum Visitors Survey 2005

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    VISITORS SURVEYVISITORS SURVEY

    2005 Results & Trends2005 Results & Trends

    Annual Survey carried out for:

    National Railway Museum

    Presented byPhil Back

    30th September 2005

    http://www.nrm.org.uk/html/home_pb/menu.asp
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    Methodology &Methodology &

    objectivesobjectives

    425 face-to-face, exit interviews

    23rd - 29th August 2005

    annual survey with trends back to 1992

    examines:

    profile & behaviour of visitors

    influences on the decision-making process

    satisfaction with visit and the experience

    new developments and initiatives

    purchasing behaviour

    introduction of the Flying Scotsman

    http://www.nrm.org.uk/html/home_pb/menu.asp
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    Visitor ProfileVisitor Profile

    Gender

    62 6366

    62 60 5762 65

    3438 40

    4238 353738

    1998 1999 2000 2001 2002 2003 2004 2005

    %

    Man Woman

    Age

    24 2318 19 19

    50 50

    40 41

    5054 52

    44

    17 1518 20

    11

    23

    914

    212222161319

    22

    9 911

    18

    1998 1999 2000 2001 2002 2003 2004 2005

    %

    Under 35 35-54 55-64 65+

    Socio-Economic Group

    2831

    29

    33 33

    27 2724

    33

    28 28 2930

    3532

    34

    3028

    24

    22

    24

    22

    11 1013 13 13 12 12

    17

    2827

    1998 1999 2000 2001 2002 2003 2004 2005

    AB C1 C2 DE

    Base: All

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    Visiting with childrenVisiting with children

    Base: All

    556160

    52

    4642

    1992-1994 1995-1997 1998-2000 2001-2003 2004 2005

    %

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    TypologyTypology

    Base: All

    15

    33

    34

    17

    20

    34

    22

    23

    19

    30

    29

    20

    22

    28

    26

    23

    21

    40

    19

    18

    Very interested in

    railways

    Quite interested in

    railways

    Not really interested

    in railways but I like

    visiting museums like

    the NRM

    Not really interested

    in railways, just came

    for a day out

    %

    2005

    2004

    2003

    1998-2002

    1993-1997

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    Nature of Visit to YorkNature of Visit to York

    Base: All

    48

    47

    4

    48

    45

    7

    46

    44

    8

    50

    42

    8

    48

    44

    5

    Day trip from home

    On holiday in or

    outside York

    Live in York

    %

    2005

    2004

    2003

    2002

    1998-2001

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    Where Visitors Come FromWhere Visitors Come From

    Base: All

    20

    71

    10

    29

    60

    12

    39

    51

    7

    47 48

    4

    38

    55

    6

    32

    62

    6

    Yorks & Humber Other UK Outside UK

    %

    1992-1995 1996-2000 2001-2002 2003 2004 2005

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    Method of TransportMethod of Transport

    Base: All

    3

    5

    7

    11

    15

    16

    39

    2Road Train

    Organised coach trip

    Standard bus / coach

    service

    Car to York, then parked in

    the City Centre

    Car to York, then Park &

    Ride

    Walked / live in York /

    staying in York

    Train to York

    Car to Museum, parked atMuseum

    %

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    Satisfaction with VisitSatisfaction with Visit

    Base: All

    8479

    8281

    86

    86

    88

    8284

    87

    88

    8486

    85

    87

    83

    8587

    85

    90

    1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

    %

    Very satisfied Very likely to recommend to friend

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    Its Not Just About TrainsIts Not Just About Trains

    Base: All

    69 67 6772

    6560 58 60

    61

    1993-97 1998 1999 2000 2001 2002 2003 2004 2005

    %agree

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    PlentyPlenty forforAllAll thethe FamilyFamily toto SeeSee

    Base: All

    91 96 94 97 8996 97 96 97

    1993-97 1998 1999 2000 2001 2002 2003 2004 2005

    %a

    gree

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    More Opportunity forMore Opportunity for

    Interaction than ExpectedInteraction than Expected

    Base: All

    63

    7175

    81 83

    74 7276

    79

    1993-97 1998 1999 2000 2001 2002 2003 2004 2005

    %agree

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    Too Much to See in One VisitToo Much to See in One Visit

    Base: All

    47

    60

    53

    60

    5357 57

    60

    55

    1993-97 1998 1999 2000 2001 2002 2003 2004 2005

    %a

    gree

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    WhenWhen willwill They ReturnThey Return toto NRMNRM

    Base: All

    23

    27

    3637

    39

    2001 2002 2003 2004 2005

    %r

    eturnwith

    n12months

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    Dwell TimeDwell Time

    Base: All

    34

    4244 45

    34

    23

    33

    27

    1994-98 1999 2000 2001 2002 2003 2004 2005

    %morethan3hours

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    Dwell Time (contd)Dwell Time (contd)

    Base: All

    4

    3032

    19

    12

    3

    6

    31

    39

    14

    7

    24

    3330

    21

    10

    2

    5

    3433

    16

    74

    Less than 1

    hour

    1 - 2 hours 2 - 3 hours 3 - 4 hours 4 - 5 hours More than 5

    hours

    %

    2002 2003 2004 2005

    Average Dwell Time

    Mean dwell time per visitor:

    (2002: 2:41 hrs)

    (2003: 2:25 hrs)

    (2004: 2:34 hrs)

    (2005: 2:30 hrs)

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    RidesRides

    Base: All

    0

    20

    40

    60

    80

    100

    2004 2005 2001 2002 2003 2004 2005 2001 2002 2003 2004 2005

    Simulator ride Miniature railway Steam/diesel train

    Knew of

    Went on

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    Reasons for Not Going onReasons for Not Going on

    Simulator RideSimulator Ride

    Base: Those aware of Simulator Ride but did not go on (298)

    1

    2

    5

    5

    8

    11

    12

    14

    15

    16

    Ride broken / not working / not open

    Been on it before

    Children too young

    Don't like enclosed spaces

    Not interested in rides

    Price / Too expensive

    There was a queue

    Dont like things that move around

    Not enough time

    Too old / no kids

    %

    http://www.nrm.org.uk/html/home_pb/menu.asp
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    Base: Those with children in the appropriate age group(Under 5: 93, 5-10: 131, 11-16: 78)

    Rides and ChildrenRides and Children

    41

    28

    10

    39

    22 21

    32

    15

    22

    Went on Steam / Diesel

    Train Ride

    Went on Miniature Railway

    Ride

    Went on Simulator Ride

    %

    Under 5 5 - 10 years 11 - 16 years

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    Bought Food or DrinkBought Food or Drink

    Base: All

    46

    5558

    53

    595657

    6570

    56

    58

    6463

    49

    1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

    %

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    Why Not Bought Food orWhy Not Bought Food or

    Drink?Drink?

    Base: Not bought food/drink (170 in 2005)

    6

    25

    33

    25

    10

    24

    14

    35

    6

    22

    20

    37

    9

    19

    18

    38

    15

    20

    21

    33

    Too expensive

    Wanted to eat

    elsewhere

    Brought own food

    Not hungry or thirsty

    %

    2005

    2004

    2003

    2002

    2001

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    Bought from Gift ShopBought from Gift Shop

    Ba