Visitor Experiences and Expectations Research

- Key Findings

September 2013

© 2013 Metrix (Confidential) July 2013 4

Research Overview

The research involved a 10 minute face to face survey

conducted with n=400 visitors to Western Australia (WA).

Visitors were classified into three markets (intrastate,

interstate or international) based on their origin. The

sample structure is shown in the table below.

Intrastate residents were either currently on a short break

or holiday in WA (n=33) or had been on one in the

previous six weeks (n=120). Visitors from all markets

spent at least two nights in WA during their holiday.

Respondents were surveyed at multiple locations, across

the wider Perth area.

Sample Structure

Sample Size (n=)

Intrastate Visitors Interstate Visitors International

Visitors Total Sample Size

Total 153 122 125 400

Kings Park 21 30 43 94

Perth Visitor Centre 0 2 7 9

Fremantle 21 32 27 80

Mandurah 21 12 12 45

Other Perth 82 26 17 125

City of Perth 8 20 19 47

Evaluating a WA Holiday

© 2013 Metrix (Confidential) July 2013 6

Evaluating Performance

Consistent with the 2012 results, the majority of visitors rated their holiday very good or excellent.

41

44

16

0

0

34

50

12

3

0

39

50

9

2

0

0 25 50 75 100

Excellent

Very good

Good

Fair

Poor

% Visitors to WA

Q1 How would you rate your entire holiday in WA?

Intrastate (n=153)

Interstate (n=122)

International (n=125)

% Excellent & Very Good (Total Visitors)

2013

(n=400) 86%

2012

(n=401) 85%

© 2013 Metrix (Confidential) July 2013 8

Drivers of Performance

Enjoyed Being with Family and Friends

‘‘It was nice to have time with the family away from work." Intrastate

“I enjoyed being able to catch up with my family.” Interstate

“I like catching up with friends in a beautiful city.” International

The People are Nice and Friendly “The people were all great.” Intrastate

“The people are friendly, helpful and young.” Interstate

“We love the people and the sunshine.” International

Good Weather “The weather was cooler and there were friendly people and beautiful

scenery.” Intrastate

“I love the weather, its very different to Darwin.” Interstate

“It’s always lovely weather.” International

The Landscape/Scenery is Good “There was spectacular scenery and I

love the smell of the bush.” Intrastate

“I liked the scenery in Esperance and Albany. It wasn’t crowded, it was

unspoilt.” Interstate

“There are breathtaking views.” International

The Lifestyle “It was very relaxing, Margaret River

is great for young kids.” Intrastate

“It’s a relaxing holiday in a friendly

city.” Interstate

“It has a very relaxing, slow pace.”

International

Liked the Accommodation “It’s a top class resort, really close to

the beach.” Intrastate

“Everywhere we have stayed has been clean and friendly.” Interstate

“It’s an excellent hotel, very helpful.” International

© 2013 Metrix (Confidential) July 2013 10

Visitor Advocacy

In all three markets, the majority of visitors would be ‘very likely’ to recommend WA as a holiday destination

to other people. This result is particularly strong in the intrastate market, where we know there is a sense of

pride in their home state.

81

14

2

2

1

63

33

3

0

1

72

24

2

2

0

0 25 50 75 100

Very likely

Fairly likely

Neither likely nor unlikely

Fairly unlikely

Very unlikely

% Visitors to WA

Q10 How likely are you to recommend Western Australia to other people as a destination for a holiday?

*Don’t knows have been removed

Intrastate (n=153)

Interstate (n=121)

International (n=124)

% Very and Fairly Likely (Total Visitors)

2013

(n=398) 95%

2012

(n=401) 96%

© 2013 Metrix (Confidential) July 2013 11

Repeat Visitation

Almost all intrastate visitors indicated they were likely to take another short break in WA in the next year

(95%). Just under six in ten interstate and international visitors are also likely to travel back to WA in the

next 3 years.

76

18

3

1

1

32

27

16

12

13

32

24

11

17

15

0 25 50 75 100

Very likely

Fairly likely

Neither likely nor unlikely

Fairly unlikely

Very unlikely

% Visitors to WA

Q9 How likely are you to take another short break in WA in the next year/Travel back to WA in the next 3 years?

*Don’t knows have been removed

Intrastate (n=153)

Interstate (n=121)

International (n=124)

% Very and Fairly Likely (Total Visitors)

2013

(n=398) 72%

2012

(n=401) 68%

Meeting Visitor Expectations

© 2013 Metrix (Confidential) July 2013 13

Performance Relative to Expectations

Consistent with 2012, the majority of visitors in all markets felt that their holiday in WA had either met or

exceeded their expectations.

16

31

52

1

0

13

37

45

4

1

23

32

44

1

0

0 25 50 75 100

Much better than expected

Somewhat better than expected

About as expected

Somewhat worse than expected

Much worse than expected

% Visitors to WA

Q3 Using this scale, could you please rate whether or not your holiday in WA met, exceeded or fell below your expectations?

Intrastate (n=153)

Interstate (n=122)

International (n=125)

% About, somewhat and much better than

expected (Total Visitors)

2013

(n=400) 98%

2012

(n=401) 98%

© 2013 Metrix (Confidential) July 2013 15

Drivers of Delivery Against Expectations

Liked the Accommodation ‘‘The standard of accommodation was

very good.” Intrastate

“I wasn’t too sure about the accommodation, but it was better than

expected.” Interstate

“Our accommodation was fantastic.” International

Good Weather “It was great weather this year.”

Intrastate

“The weather has been good.” Interstate

“I was surprised by the good weather and the wildflowers are very nice.”

International

Visited/Lived Here Before “I’ve been so many times, I know what

to expect.” Intrastate

“I come over often and learn more each time I come.” Interstate

“I lived here three years ago, it was better than we expected.” International

Landscape/Scenery is Good “The landscape and beaches were

beautiful.” Intrastate

“The scenery is really good.” Interstate

“There are spectacular views and

weather.” International

There is Lots to See and Do “There's more to do than I thought

there would be.” Intrastate

“I thought I would be bored but there's plenty to do.” Interstate

“There's more things to do that we didn't find last time we came.”

International

The People are Nice and Friendly “I didn’t think the people would be so

friendly.” Interstate

“Everyone is friendly and helpful.”

International