P UHOI TO P AKIRI V ISITOR S URVEY U PDATE () Simon Milne New Zealand Tourism Research Institute 1.
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Transcript of P UHOI TO P AKIRI V ISITOR S URVEY U PDATE () Simon Milne New Zealand Tourism Research Institute 1.
PUHOI TO PAKIRI VISITOR SURVEY
UPDATE
(www.regionalsurveys.co.nz)
Simon MilneNew Zealand Tourism Research Institute
1
There are three partners in this research - all contributing time, money, energy and resources:
New Zealand Tourism Research Institute (NZTRI) at AUT University
Steering Committee (10) each member represents a funding organisation (various business groups) in the region
Auckland Tourism, Events and Economic Development Ltd (ATEED) representing the interest of Auckland Council
The Steering Committee and ATEED are looking to develop a five-year strategic tourism plan for the region. NZTRI is conducting this research to help inform the strategy.
2
3
Visitor Survey
Business Survey
Community Survey
Inform Strategic Plan
Build Stakeholder Collaboration
The surveys were launched in August 2010 and will continue through to end of March 2011
The following findings are based on (as at 17 January 2011):
267 Visitor Survey responses 131 Business Survey responses187 Community Survey responses
VISITOR SURVEY RESULTS
6
Demographics – Visitors by age group
7
Visitors
18-24 25-34 35-44 45-54 55-64 65+0
5
10
15
20
25
30
35
6
18
24
29
15
8
Per
cen
t
Demographics – Gender
8
Visitors
Male27%
Female73%
Visitors’ average household income
Visitors
9
under $20,000
$20,001-$40,000
$40,001-$60,000
$60,001-$80,000
$80,001-$100,000
$100,001-$150,000
$150,001-$200,000
$200,001+0
5
10
15
20
25
4
5
16
14
19
23
109P
erce
nt
10
Visitors
With partner / spouse
With friends With children
With other family
members
By myself Other Business associates
School group / student group
0
10
20
30
40
50
60
70
64
33
18
11
53 2 1
Per
cen
t
Who visitors travel with to the region
Where visitors come from
11
Outside NZ: Australia (n=12); UK (n=9); USA (n=9); Germany (n=2), ...
Visitors
Auckland Outside NZ Northland Bay of Plenty
Wellington Waikato Canterbury Otago0
10
20
30
40
50
60
70
80
70
16
4 3 2 2 1 1
Per
cen
t
Where visitors come from – sample vs. Stats*
12
Visitors
Split international / domestic:Sample: 16 / 84Stats: 19 / 81
Top 3 domestic origins:Sample: Auckland 83%; Northland 5%; Bay of Plenty 3%
Stats: Auckland 48%; Waikato 20%; Northland 9%
Top 3 international origins:Sample: Australia 32%; UK 24%; USA 24%
Stats: Australia 35%; UK 13%; USA 8%
*Stats: NZ Regional Forecasts for Auckland RTO (2009)
Length of stay
13
Visitors
Day trip 1 night 2 nights 3 nights 4 nights 5 nights 6 nights 7 nights 8 nights 9 nights 10 nights+0
5
10
15
20
25
30
35
40
35
17
26
8
2 2 21 1 1
5
Per
cen
t
Main reason for visiting the P2P area
Visitors
14
Weekend trip Day trip Holiday Visiting friends and
relatives
Other Business Wedding0
5
10
15
20
25
30
35
32
26
22
8 8
21
Per
cen
t
Visited locations in the P2P area – including both day and overnight trips
Visitors
15
MatakanaWarkworth
PuhoiOmaha BeachSnells Beach
LeighGoat Island
SandspitPakiri
Other Coastal AreasTawharanui Regional Park
Algies BayMahurangi West Regional Park
Scandretts Regional ParkMartins Bay
Kawau IslandOther islands in the region
Mahurangi WestTi Point
Mahurangi EastParry Kauri Park
Te Araroa WalkwayRainbow's End
0 10 20 30 40 50 60 70
6134
272525
2221
141111
1098
77
65555
42
2
Percent
Parry Kauri
Kawau Island
Mahurangi West RP
Mahurangi
Other Islands in the region
Martins BayScandretts
RP
Goat Island 5%Pakiri
6%
Other coastal
areas 8%
Leigh 11%
Puhoi 10%
Warkworth 14%
Matakana 28%
Snells Beach 18%
Omaha Beach
15%
Sandspit
Algies Bay
1%
2%
3%
4%
Ti Point
Te Araroa
WW
Tawharanui RP
16
Overnight stays in the P2P area
17
Visitors
Type of accommodation used
Privat
e Hom
e / H
olida
y Hom
e
Hoste
d / B
&BM
otel
Resor
t / L
uxur
y Lo
dge
Holida
y Par
k / C
ampg
roun
dHot
el
DoC S
ite
Rente
d Dwell
ing
Self-c
onta
ined
/ Cot
tage
Backp
acke
r / H
oste
l0
5
10
15
20
25
30
35
40
45
40
25
16
87
5 5 5 54
Per
cen
t
How did you find out about the P2P area prior to your visit
18
Visitors
Been here before
Word of mouth / recommendation
Other internet / websites
Magazine / Newspaper
Other
Matakana Coast Wine Country website
Travel guide
Matakana Village website
Did not find out prior to my visit
Matakana Coast Region tourism office / i-SITE
Matakana Information Centre Website
Warkworth Information Centre Website
Other tourism office
0 10 20 30 40 50 60 70
62
36
10
9
8
7
5
5
4
3
3
3
1
Percent
19
Visitors
Visitor ratings of aspects of the P2P area
Has beautiful natural attractions
Is an enjoyable travel destination
Has suitable accommodation
Is safe
Offers interesting cultural events
Has good climate
Good network of tourist information
Offers interesting historical attractions
Is an exciting travel destination
Offers good value for money
Has good shopping facilities
3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 4.6 4.8 5.0
4.8
4.6
4.6
4.5
4.4
4.3
4.2
4.0
4.0
4.0
3.9
Mean
Scale: 1=Strongly disagree; 5=Strongly agree
20
Visitors
Visitor satisfaction with Arts, Culture & Events activities
Winery Visit / Wine Trail
Farmers' Market
Arts & Crafts
Country Market
Heritage Attractions, Museums & Galleries
Visit of a Local Factory
Brewery Visit
Farm Visit
Food & Wine Festival
3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4
4.2
4.1
4.1
4.0
3.7
3.4
3.4
3.3
3.3
Mean
Scale: 1=Very dissatisfied; 5=Very satisfied
21
Visitors
Visitor Satisfaction with Nature Activities
Parks & Gardens
Marine Reserves
Bird-Watching
Dolphin & Whale-Watching
3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4
4.3
4.1
3.8
3.4
Mean
Scale: 1=Very dissatisfied; 5=Very satisfied
Visitors
Visitor satisfaction with Other activities
22
Shopping
Cinema
Fine Dining
Day Cruise
Leisure Parks / Zoo
Spa & Wellness
3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9
3.8
3.8
3.7
3.4
3.3
3.2
Mean
Scale: 1=Very dissatisfied; 5=Very satisfied
Total visitor expenditure
*Any expenditure that took place prior to arriving in the region including pre-paid packages and grocery shopping etc has been excluded
* $75 per day x 2.7 visitors (av. Group) = $202.50
Expenditure NZ$*% spend in
sectorPer person
per day
Per person per day (spend
specific)
Accommodation 33 $25 $43
Vehicle running (petrol) & repairs8 $6 $10
Local transport (e.g. rental car, taxi) 1 $1 $4Restaurants/cafés/bars/cellar door/farmers market 24 $18 $23Stores/supermarkets (e.g. food, drinks and domestic supplies 11 $9 $16Other shopping/retail (e.g. souvenirs, clothes) 13 $9 $16Tours (e.g. wine tours, guided walks) 8 $6 $13
Other expenditure (please specify)2 $2 $7
Total 100 $75 $131
Visitors
23
24
What did you find most attractive or appealing about this region on your recent visit?
25
What did you find least attractive or appealing about this region on your recent visit?
BUSINESS SURVEY RESULTS
26
Business
How long has your business been operating?
27
<1 year1-4 years
5-9 years
10-14 years
15-19 years
20-24 years
25-29 years
30-34 years
40+ years
0
5
10
15
20
25
6
20
23
18
12
9
3
5 5
Per
cen
t
Business
What is the primary focus of your business?
28
21%
21%
58%
AccommodationVisitor activities / toursOther Business Sectors
Business
Where is your primary business located?
War
kwor
th o
r vici
nity
Mat
akan
a or
vici
nity
Leigh
or v
icinit
y
Puhoi
or v
icinit
yOth
er
Snells
Bea
ch
Goat I
sland
Mah
uran
gi or
vici
nity
Kawau
Islan
d
Pakiri
or v
icinit
y
Omah
a Bea
ch o
r vici
nity
Sands
pit0
5
10
15
20
25
30
35
40
45
38
23
8 87
5 42 2 2 1 1
Per
cen
t
29
Business
What percentage of the annual turnover would you estimate comes directly from visitors?
1% - 10% 11% - 20% 21% - 30% 31% - 40% 41% - 50% 51% - 60% 61% - 70% 71% - 80% 81% - 90% 91% - 100%
0
5
10
15
20
25
15
98
65
4
65
12
23
Per
cen
t
30
31
Business
Business responses to statements about the visitor industry
The region needs more overnight visitors
The regional economy depends heavily on the visitor industry
The region needs more day visitors
Local businesses are supportive of the visitor industry
Local business associations / networks are of benefit to my business
Local businesses work well together
3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4
4.3
4.2
4.0
3.9
3.8
3.3
MeanScale: 1=Strongly disagree; 5=Strongly agree
32
33
Business
How important do you believe each of the following is for this region?
Attracting domestic visitors
Maximising visitor spend
Maximising visitor numbers
Attracting international visitors
Increasing the awareness of the visitor industry among local communities
Increasing networking opportunities for local businesses
Promoting the use of Qualmark ratings
3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 4.6
4.5
4.5
4.3
4.3
4.2
4.2
3.3
MeanScale: 1=Very unimportant; 5=Very important
34
Major challenges for P2P businesses in next 5 years
35
Major opportunities for P2P businesses in the next 5 years
COMMUNITY SURVEY RESULTS
36
Community
Gender
Male40%
Female60%
*Stats:47% male53% female
37*Estimated Sub-national Population for Warkworth (2010)
38
Community
Age groups
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+0
5
10
15
20
25
2 2
65
6
16
15
14
15
19
Per
cen
t
39
Community
Age groups - sample vs. Stats*
18-39 40-64 65+0
10
20
30
40
50
60
70
15
66
19
34
37
30
Sample
Stats
Per
cen
t
*Estimated Sub-national Population for Warkworth (2010)Note! 0-14 age group excluded from stats
Pakiri 3%
Leigh 10%
Puhoi 7%
Warkworth 20%
Matakana 18%
Snells Beach 13%
Sandspit 3%
Algies Bay 2%
Kawau 1%
Mahurangi 2%Mahurangi
West 2%
Ti Point 1%
Omaha 1%
Rainbows End
1%
Where in the region do you live?
41
Community
Average length of residence: 14 years (range 1-72 years)
Busine
ss o
wner/o
pera
tor
Full ti
me
emplo
yed
Part t
ime
emplo
yed
Retire
dOth
er
Stude
nt
Full ti
me
pare
nt
Not c
urre
ntly
emplo
yed
0
5
10
15
20
25
30
35
40
36
24
16 16
7
2 2 2
Per
cen
t
Employment status
42
Community
Do you work in this region?
Yes66%
No21%
N/A13%
43
Community
If you work in this region - do you work in an organisation which provides services and/or products to visitors?
Yes72%
No28%
NB Of the total sample 48% work in tourism and fields in the region
44
Community
Importance of tourism to local economy
Unimportant Of little importance Neither important nor unimportant
Important Very important0
5
10
15
20
25
30
35
40
45
50
1
4
9
44
42
Per
cen
t
45
Community
Impact of tourism on community quality of life
Very negative Somewhat negative Neither positive nor negative
Somewhat positive Extremely positive0
5
10
15
20
25
30
35
4
17
28
31
21
Per
cen
t
46
Positive impacts of visitors coming to the region
47
48
Negative impacts of visitors coming to the region
49
Negative impacts – some quotes
50
CommunityResident responses to statements about the impact of visitors to the region
Visitors are good for this region's economy
Visitors coming to the region stimulate employment opportunities for residents
Increased visitor numbers lead to better maintenance of public facilities and services in this region
This region is overcrowded during the summer season
Increased visitation has contributed to a stronger community identity in this region
Visitors have a negative impact on the environment in this region
2.5 2.7 2.9 3.1 3.3 3.5 3.7 3.9 4.1 4.3 4.5
4.4
4.2
3.6
3.6
3.5
3.0
Mean
Scale: 1=Strongly disagree; 5=Strongly agree
51
Community
Should promotional campaigns be used to encourage visitors to the region?
Yes77%
No23%
52
Community
What do you think are the three most important features that should be used to promote the P2P region to visitors?
Beach
es
Tranq
uillity
/esc
ape/
relax
Vineya
rds/
wine to
urs
Proxim
ity to
Auc
kland
Farm
ers
Mar
kets
Life
in ru
ral c
omm
unity
Fishing
Arts a
nd c
rafts
Bush
walk
Diving
/sno
rkell
ing
Herita
ge/c
ultur
e
Swimm
ing
Kayak
ingOth
er
Dolphin
/wha
le wat
ching
Mee
ting
the
locals
Bird w
atch
ing
Huntin
g
Dining
out
0
10
20
30
40
50
60
70
58 58
43 42
20
1412 12
107 6
4 4 4 3 31 1 1
Per
cen
t
53
Most attractive or appealing aspects about living in this region
54
Least attractive or appealing aspects about living in this region
55
What kind of visitor experiences would you like to see developed in the region?
56
Development of new visitor experiences – some quotes
The region’s name?
58
Community – do you associate any particular name with the region which stretches from Puhoi to Pakiri?
* Includes:‘Matakana’‘Matakana Coast’
Businesses – do you associate any particular name with the region which stretches from Puhoi to Pakiri?
59
* Includes:‘Matakana’‘Matakana Coast’‘Matakana Coast Wine Country’
60
Visitors – do you associate any particular name with the region which stretches from Puhoi to Pakiri?
Some Take Away Thoughts
• Tourism is a vital and well supported part of the regional ecconomy.
• Infrastructure and crowding are critical issues and appear to conflict directly with the visitor and community interest in nature, tranquility, beach…
• Business cooperation is somewhat limited• A need to develop new dimensions to the regional tourism
experience• Visitors are generally satisfied but there is room for
improvement. • With improved quality comes opportunities to increase yield• Build on strengths and don’t rest on laurels…. Work Together
Added Value from the Partnership
• Graduate students• Undergraduates• Links into secondary school• International graduate interns• Global case study
P2P on Twitter
Hawke’s Bay
66
Where to from here...
Key Challenges:• Capturing email addresses accurately• Raising awareness of the survey• Getting industry and broader community on-going support• Maintaining the momentum of the survey over time
68
Ways to promote http://www.regionalsurveys.co.nz to visitors:
• Business mailers • Flyers, posters, general media• Hard copy options
Major hubs• Accommodation, services and attractions• Key information points – i-sites• Events
SAMPLE AIM: Minimum 400-500 …maximum??
69
Ideas to help promote Your Survey• Email Signature –always include http://www.regionalsurveys.co.nz
in the signature line of your business emails
• Social Networks –try starting a Facebook Group ... Use MySpace or Twitter to build up buzz
• Blog It – If you run a blog, use it to publicise and promote your online survey
• Online Web Forums – Post the link to the survey http://www.regionalsurveys.co.nz within the appropriate forums and then politely ask participants to complete the survey
70