The Unlimited Dusi 2011: Topline Summary Report

Wayne Tifflin

Karen Kohler

Tourism KwaZulu-Natal

March 2012

Methodology

– Face to face survey with a probability sample of 124 respondents

– Respondents systematically selected by hour during two days of the event, on Thursday 16th of February and Saturday 18th of February 2012.

Positive Highlights

– The percentage of day visitors to the Dusi Canoe Marathon increased in 2012 to 48% from 39%. These are respondents that are visitors to Durban.

– The spend on accommodation increased when comparing 2011 and 2012.

– The length of stay increased for 4 and over 4 night stays.

– 89% of the respondents indicated that they would attend the event again.

– 96% of the respondents had a good or excellent experience at the event.

– 95% of the respondents did not experience any problems at the event.

– 97% of the respondents indicated that they would recommend KwaZulu-Natal as a tourist destination to family and friends.

– 99% would recommend the event to friends and family.

Nature of Dusi Canoe Marathon Spectators and Participants – Residents vs Visitors

59%

26%

15%

42%

29% 29%

46%

67%

7%

48%

42%

10%

25%

29%

26%24%

37%39%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Local Resident Day Visitor Overnight

2007

2008

2009

2010

2011

2012

Nature of the Dusi Canoe Marathon Spectators and Participants – Residents vs Visitors (cont’d)

• A Z-Test of two independent sample proportions revealed the following:

– there was no statistically significant difference in the proportion of respondents who were local residents when comparing 2011 and 2012. The probability of this assertion being false was 28%.

– there was also no statistically significant difference in the proportion of respondents who were day visitors when comparing 2011 and 2012. The probability of this assertion being false was 56%.

Nature of the Dusi Canoe Marathon Spectators and Participants

South Africa Province of Residence

  KZN GautengW Cape

N Cape

E Cape

Free State

Mpuma-langa Limpopo

North West

2007 85% 12% 3% 1% - - - - - 

2008 66% 24% 6% - - - 1% 1% - 

2009 77% 15% 5% - 1% - 2% - - 

2010 93% 4% 2%  - 1% -  -  -  - 

2011 79% 19% 1% -  -  0.50% -  -  0.50%

2012 91% 5% 3% -  -  -  -  -  1%

Nature of the Dusi Canoe Marathon Spectators and Participants (cont’d)

• A Z-Test revealed the following:

– There was a statistically significant difference in KZN spectators and participants between 2011 and 2012.

– A statistical increase in Gauteng spectators/participants could not be determined as the responses were below the minimum number required to calculate such tests.

Estimated Mean Spend per Category

2011 2012

Accommodation R1 642 R2 843

Transport R733 R716

Food and Beverage

R389 R420

Entertainment R346 R244

Souvenirs R268 R458

Estimated Economic Impact

2009 2010 2011 2012

N Mean N Mean N Mean N Mean

Participants 1 477 R1 907 1 800 R1 193 1 741 R1 321 1 679 R2 564

Spectators: local residents

3 685 R265 3 685 R500 1 313 R255 1 680 R 469

Spectators: day visitors

1 485 R250 1 430 R790 1 750 R524 1 470 R1 184

Spectators: overnight visitors

330 R3 397 385 R2 964 438 R3 035 3 500 R4 916

Estimated Economic Impact (cont’d)

Note: international standard practice suggests that only visitor spend and not local spend should be used to determine the economic impact of an event.

2009 2012 2011 2012

Estimated Direct Impact

At Least: R1 822 155 R1 641 956 R3 307 277 R3 113 415

As much as: R3 973 779 R4 959 634 R6 455 964 R12 419 598

Estimated Total Impact

At least R2 587 461 R2 331 578 R4 696 333 R4 421 050

As much R5 642 766 R7 042 680 R9 167 469 R17 635 055

Length of Stay

15%

23%

33%

22%

35%

51%

20%

30%

0.08%0.21%

26%

1%

16%

30%

17%

2%

10%

25%

15%

21%19%

40%

9%

12%

33%

27%

13%

20%

7%

0%

10%

20%

30%

40%

50%

60%

One night 2 Nights 3 nights 4 nights >4 nights

2007

2008

2009

2010

2011

2012

Average stay: 3.3 nights

Primary reason for visiting area where event is taking place

48%51%

0%

51%48%

1%

42%

56%

1% 1%

65%

1% 1%

56%

1% 1%1%

33%

42%

65%

2%

33%

0%

10%

20%

30%

40%

50%

60%

70%

Participant/Crew Spectator Holiday Other VFR

2007

2008

2009

2010

2011

2012

Primary reason for visiting area where event is taking place (cont’d)

• A one-tailed Z-Test revealed the following:

– There was a statistically significant difference between the two independent sample proportions of spectators in 2011 and 2012.

Accommodation: non-residents

 Friends/Relatives Camping B&B

Self-catering

Holiday Home Hotel Home

Holiday Flats

Family Hotel

Luxury Hotel

Guest House

2006 26% 45% 14% 3% 3% 3% - - - - -

2007 40% 36% 13% 9% 2% 0% - - - - -

2008 17% 21% 16% 5% 2% 2% 29% 5% 3% - -

2009 34% 22% 14% 6%-- 2% 2% 10% 10% - -

2010 56% 26% 11% - - - - - 4% 4% -

2011 42% 13% 27% 8% - - - 4% 2% - 4%

2012 55% 18% - 27% - - - - - - -

Statistical analysis could not be performed as the number of responses was below the minimum required to perform such tests. There seems to be an increase in the use of family/friends and self-catering accommodation

Transport to Event: non-residents

A Z-Test revealed no significant difference in the proportion of respondents who used private vehicles when comparing 2011 and 2012. The use of private vehicles seemed to have declined, while the use of minibus taxi and other forms of transport has increased.

 Private vehicle

Minibus-taxi Rental Train Other Bus Airplane

2007 86% 5% 5% - 2% 1% 1%

2008 78% 1% 7% - 9% - 6%

2009 96% 1%- -- 1% 2%

2010 83% 12% 1% 1% 1% -  1%

2011 92% 1% 5%  1% -  1%

2012 85% 6% 3% 1% 4% 2%  -

Influenced to attend?

A Z-test revealed a statistically significant difference in respondents who indicated that they attended the event previously and were influenced by word-of-mouth when comparing 2011 and 2012.

 

Word-of-mouth

Known Event

TV AdNewspaper/Magazine

Poster/Banner/Flyer

Radio OtherAttended/participated previously

2007 44% 43% 5% 3% 2% 1% 3% -

2008 49% - 9% 9% 2% 2% 29% -

2009 40% - - 2% 2% 1% 1% 53%

2010 50% -  2% 5% 1% 2% 1% 39%

2011 42% -  1% -  -  -  3% 53%

2012 12% -  5% 3% 3% 4% 1% 71%

Attend again?

86%

2%

12%

3%

11%

86%

1%

13%

3%7%

1%

86% 90%

7%3%

90%

11%

89%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No Don't know

200720082009201020112012

A Z-test revealed no statistical difference in respondents who indicated that they don’t know if they would attend again.

Attend in previous years?

86%

14%

82%

18%

83%

17%

89%

11%

84%

16%

22%

11%

89%

78%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No

2006200720082009201020112012

A Z-test revealed a statistically significant difference in previous attendance when comparing 2011 and 2012.

Experience?

37%

3%1%

50%

4%

49%

6%

1%

28%

64%

7%

1% 1%

45%

45%45%

43%

4%

52%

3%

53%

43%

0%

10%

20%

30%

40%

50%

60%

70%

Excellent Good Fair Bad Poor

200720082009201020112012

Experience? (cont’d)

Z- Test Analysis

There was no statistically significant difference between 2011 and 2012.

Experienced problems?

15%

85%

8%

92% 91%

9%5%

95%

0%10%20%30%40%50%60%70%80%90%

100%

Yes No

2009

2010

2011

2012

Problems that were experienced were related to the following:

•Parking not well supervised•Parking too far from the tents•Poor quality of the water•Theft – need more security in parking area.•Had to swim without aid of lifegaurds

There were no statistical differences.

Days attended: Spectators

27%

31% 31%

38%

5%

33%

51%

22%

30%

40%

30%

63%

0%

10%

20%

30%

40%

50%

60%

70%

Thursday Friday Saturday

%

2009

2010

2011

2012

No statistical testing was done due to the small cell numbers.

Days Attended: Spectators

Day Count Percent

Thursday 45 56.96

Friday 3 3.8

Saturday 31 39.24

Recommendation of the event to family and friends

1%

99%

3%

97% 98%

2% 1%

99%

0%

20%

40%

60%

80%

100%

120%

Yes No

2009

2010

2011

2012

Reasons: Recommendation

• The positive responses were related to the event having the following characteristics:

– Adventure

– Awesome experience

– It is different

– Well organised

– Family event

– Good atmosphere/ good social event

– Fun event

– Interesting

– Outdoor

• Reasons for negative responses were cited as follows:

– Too much travelling

Recommendation of KZN as a tourist destination

2%

98%

1%

99%

1%

99%97%

3%0%

20%

40%

60%

80%

100%

120%

Yes No

2009

2010

2011

2012

Familiar with TKZN slogan?

89%

11%

75%

25%

68%

32%

74%

26%

47%

16%

84%

53%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No

2007

2008

2009

2010

2011

2012

There was a decline in the noting of the TKZN slogan

Familiar with TKZN slogan? (cont’d)

Z-test Analysis

The Z-Test of two independent sample proportions suggested that there was a statistically significant difference between the proportion of respondents who were familiar with the Zulu Kingdom slogan when comparing 2011 and 2012.

Associations – TKZN slogan:Core Mentions

35

28

9 9 8 9

3

8

27

107

14 13

18

41

7

2

30

25

2 25 5

3 2 2 2 2

11

16

48

3

14

38

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10

20

30

40

50

60T

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Zu

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2009

2010

2011

2012%

There seems to be an increase in associating the TKZN slogan with KwaZulu-Natal. However, this cannot be statistically testes due to the small cell number.

Noted TKZN logo?

95%

5%

88%

12%

84%

16%

89%

11%9%

43%

91%

57%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No

2007

2008

2009

2010

2011

2012

There is a decline in the noting of the TKZN logo.

Noted TKZN logo? (cont’d)

Z-Test Analysis

Comparing 2011 and 2012, the test suggested that there was a statistical significant difference in the proportion of respondents who had noted the Zulu Kingdom logo.

Where TKZN logo noted?2007 2008 2009

Billboards/posters/banners 7% 21% 21%

Brochures 7% 5% 5%

Magazines 3% 5% 4%

Newspapers 12% 4% 1%

Clothing/Merchandise 5% 9% 13%

uShaka Marine World 5% 9% 15%

Tourism Information Office 7% 4% 5%

Internet 2% 7% 10%

TV 14% 17% 9%

Other 30% 6% 5%

Durban 6% 1% -

Airport 2% 7% 10%

Events - 3% 1%

Various advertisements - 1% -

PMB - - -

Sibaya Casino - - -

Not sure - - -

Where TLKZN logo noted?

2010 2011 2012

Billboards/posters/banners 12% 11% 16%

Brochures 14% 10% 7%

Magazines 7% 8% 7%

Newspapers 6% 2% 4%

Clothing/Merchandise 5% 3% 3%

uShaka Marine World 9% 15% 4%

Tourism Information Office 7% 4% 4%

Internet 8% 4% 8%

TV 5% 2% 5%

Other 1% 14% -

Durban 5% 1% 1%

Airport 4% 13% 3%

Where TKZN logo noted? (Cont’d)

2010 2011 2012

Events 4% 14% 5%

Various advertisements 3% - 1%

PMB 2% - 3%

Sibaya Casino 4% - 1%

Not sure 4% - 1%

Canoe Marathon - - 18%

KwaZulu-Natal - - 1%

Work - - 1%

Rugby Game - - 1%

Tourism Indaba - - 1%

Trade and investment - - 1%

Campus - - 1%

Suggested Improvements?

Suggestions 2011 2012

Happy with organisation/management of the event 26 11

More and clear road signs 13 3

Increase parking areas 10 2

Other 9 -

Clear the bushes by the river/ clean the river 8 1

Entertainment/activities for spectators (children/adults) 7 5

Provide shelter including more umbrellas and chairs 6 4

More Traffic control/officers 6 2

More food stands/variety 4 1

Invite other race groups to participate 2 -

More lifeguards 2 -

More facilities - water stations, tables, picnic spots 2 -

More TV Coverage 1 -

Suggested Improvements? (cont’d)

Suggestions 2011 2012

Event to end on Sunday 1 -

Toilet facilities at one of halfway stops 1 -

Improve the skills of lifeguards 1 -

Introduce the event at school level 1 -

Its expensive - decrease the fees 1 -

Need to have updated results 1 2

Improve the sponsors' jokes on the intercom 1 -

Plant trees for shade 1 -

More tents and fans 1 -

The event to take place in January, not February 1 -

Participants to be given new canoes 1 -

Invite international participants 1 -

Provide more sitting areas 1 -

Commentators concentrate too much on winners - 1

Suggested Improvements? (cont’d)

Suggestions 2011 2012

Extend Portages - 1

Have more big screens in the tents - 1

Increase prize money - 1

Promote the event early - 2

Limit the seconding vehicle to one per canoe - 1

Move the finish line a bit further - 1

Local people to work on the route to get more people working during the event - 1

No plastic stickers on the boats they litter the river - 1

Promote the sport continuously not just at this time - 1

Make sure that the route does not have any hazards - 1

More female participants - 1

Characteristics of KZN

Characteristics or images of KwaZulu-Natal 2012

Beaches/sea 49

Sunny/hot/good weather 19

Mountains 15

Beautiful scenery 14

Fun 12

Game parks/nature reserves 10

Durban 6

Friendliness 9

Moses Mabhida Stadium/comrades/dusi/sports events 6

King Shaka/Zulu 5

Tradition/heritage/culture 5

Drakensberg 4

Good place 4

Zulu people/tradition/warriors 4

Characteristics of KZN (cont’d)

Characteristics or images of KwaZulu-Natal 2012

Green forests 2

Countryside 2

Crime 2

Diversity of people & food 2

Humidity 2

Home 2

Animals/green forests 1

Beads & Zulu ladies 1

Beautiful province 1

Family & friends 1

Fishing 1

Midlands 1

Relaxed 1

Holiday 1

Lost of activities 1

Karkloof 1

Atmosphere of KZNAtmosphere or mood associated with KZN 2012

Friendliness 27

Relaxed/peaceful 19

Happy 14

Welcoming/warm 11

Fun 10 Good mood 9

Vibrant 7

Always so excited 5

Comfortable/home 5

Holiday mood 5

Electrifying/energetic/lively 4

Laid back 3

A more safe environment atmosphere 2

Cool 2

Festive mood 2

Culture 2

Festive 2

Outdoor 2

Attractions 2012

Ushaka Marine 35

Beaches 27

Drakensberg 26

Game Reserves/Hluhluwe 12

Skycar & bunjee jumping at Moses Mabhida Stadium 11

Midlands 6

Golden Mile/ beachfront 5

Howick Falls 4

Mountains 3

Oribi Gorge 3

Valley of 1000 Hills 3

Durban 2

Soccer 2

Rugby 2

Airport 2

Umhlanga Rocks 2

Unique Attractions (cont’d)

Attractions 2012Valley of 1000 Hills 1

Ice rink 1

Burman Bush 1

Water theme parks 1

Crocodile World 1

Museum 1

Outdoor lifestyle 1

Hiking 1

Inanda Dam 1

Botanical gardens 1

Cape Verde 1

Giants Castle 1

Battlefields 1

Nagal Dam 1

Blue Lagoon 1

St Lucia 1

Tala Game Reserve 1

Unique Attractions (cont’d)

Conclusion/Main Findings

• There was no significant difference in the proportion of respondents who were local residents and day visitors when comparing 2011 and 2012. However, in comparison to 2010, there was an increase in day visitors. There were fewer overnight visitors interviewed, but that decrease could not be declared statistically significant as the responses were below the minimum number required to perform a statistical test.

• There was a significant difference in the proportion of respondents who were from KwaZulu-Natal suggesting an increase in the proportion of participants from KZN. Participants are usually accompanied by support crews. A decrease in Gauteng respondents could not be determined as the number of responses were below the minimum requirement to perform a statistical test.

• A large proportion of non-resident respondents (52%) stayed with friends and relatives (VFR), 18% camped while 27% stayed at self-catering establishments. A significant difference could not be determined as the number of responses were below the minimum requirement to perform a statistical test.

• There was an increase in the respondents who VFR and stayed in self-catering. This may be as a result of the perceived value provided by these options. Also, data from STR Global, shows an increase in RevPar for Durban central and surrounds between 2011 and 2012. This indicated that the cost of hotels had increased, thus visitors chose cheaper options.

• Word-of-mouth and previous attendance/participation were still the dominant factors which influenced respondents to attend the event. There appears to continue to attract only those people involved in or know of someone involved in the sport or event

Conclusion/Main Findings

• About 89% of respondents indicated they would attend the event again. 78% had attended the event previously. This suggests that the event is attracting new participants and thus spectators.

• Respondents had positive experiences as 96% of them indicated they either had a good or an excellent experience at the event. This shows that the event is well organized.

• 95% of respondents did not experience any problems at the event. Problems that were experienced by 9% of respondents had to do with:

– Parking too far from the tents– Parking not well supervised– Poor quality of the water– Theft– Had to swim without the aid of the life guards

• In the order of 99% of respondents indicated they would recommend the event to family and friends. The main reasons for such positive responses are: Adventure, awesome experience, family event and well organised.

• About 97% of respondents indicated they would recommend KZN as a tourist destination.

• The new slogan, Zulu Kingdom. Exceptional, was tested for the first time this year. 53% of the respondents indicated that they were familiar with the TKZN slogan with a Z-test suggesting a significant difference when comparing 2011 (84%) and 2012.

Conclusion/Main Findings

• However, most respondents continued to associate the slogan with Zulu history/kings/heritage/culture rather than with holiday destination. This was the dominant association. However, because of the change in the slogan, new associations were made. These included, exceptional, friendliness, good service and vibrant place.

• The new TKZN logo was tested for the first time this year. Only 57% of respondents had noted the logo. A Z-test showed a significant difference in the noting when comparing 2011 (91%) and 2012.

• The main areas where the respondents noted the logo were:– Billboards and posters (16%)– The canoe marathon (18%)

• In terms of suggested improvements, the majority of respondents were happy with the organisation and, management of the event. They however indicated that there should be clear road signs and that parking should be extended. They further suggested that there should be entertainment/activities for spectators including children, and that shelter should be provided. The main suggestions are: more and clearer road signs, increase parking area, clean the river, clear bushes at the river and more lifeguards.

Conclusion/Main Findings

• The top three characteristics of KZN that respondents mentioned were:– Beach/sea/ocean– Sunny skies– Mountains– Beautiful scenery– Fun

• In terms of atmosphere that respondents would expect in KZN, they indicated the top five as follows:

– Relaxed atmosphere– Friendly– Warm/Welcoming– Holiday mood– Enjoyable/ joyful mood

• In terms of unique attractions of KZN, respondents indicated the following in the top five:

– Drakensberg– uShaka Marine World– Beaches– Moses Mabhida Stadium– Game reserves

Recommendations

Although the majority of respondents were happy with the event, the

following recommendations are made to further improve/increase

satisfaction levels:

1. The organizers need to attract spectators that not only have some connection with the event in terms of participants.

2. A security company needs to be appointed to patrol the parking area. Informal car guards should not be relied on for security purposes.

3. Entertainment should be provided as an additional attraction. Entertainment can be in the form of a flea market of jumping castles for the children or live music in the marquee. The space around the pond can be used for the flea market and the jumping castles.