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DYFI VALLEY PILOT VISITOR SURVEY 2002
Presentation to Dyfi Eco Valley Partnership
November 2002
STRUCTURE OF PRESENTATION
• INTRODUCTION
• RESEARCH FINDINGS
- Profile of Visitors
- Profile of Visits
- Reasons for Visit and Previous Visits
- Facilities Used
- Information Sources
- Enjoyment of Visit
- Perceptions of Dyfi Valley
- Likelihood of Revisiting
- The Environmental Visitor Centre
• SUMMARY AND CONCLUSIONS
INTRODUCTION
BACKGROUND & OBJECTIVES
• In 2002, pilot research commissioned to obtain
information about visitors to the Dyfi Valley
• Purpose of survey: to give a picture of the
profile, behaviour, characteristics & perceptions
of visitors to the Dyfi Valley and to evaluate
support for the proposed environmental Visitor
Centre
METHODOLOGY
• Quantitative study involving two surveys:
Street Survey
• A face-to-face street survey with a random sample of 300
visitors
• Two sampling points – Aberdyfi (200 interviews) &
Machynlleth (100 interviews)
• Respondents aged 16 years and over
• Residents & those working in the area excluded
METHODOLOGY continued
• Visitors interviewed over cross-section of days
of week
• Interviews 10 minutes duration
• Fieldwork conducted 18 October – 4 November
2002
METHODOLOGY continued
Self-completion survey with interviewer
accompaniment
• 3,000 self-completion questionnaires distributed to 11 outlets
• Poor response (7%) most likely due to time of year (maybe
staff encouragement as well?)
• Fieldwork took place 18 October - 6 November
• Future recommendation would be just a face-to-face survey, if
budget allows
METHODOLOGY continued
• Breakdown of response by outlet:
- Centre for Alternative Technology (35 out of 450 - 8%)
- Corris Craft Centre (37 out of 400 – 9%)
- Celtica (24 out of 200 – 12%)
- Talyllyn Railway (2 out of 200 – 1%)
- Timberkits (26 out of 200 – 13%)
- Bro Dyfi Leisure Centre (4 out of 200 – 2%)
- Tabernacl and Museum of Modern Art (28 out of 200 – 14%)
- Beiciau Madium Quads (14 out of 200 – 7%)
- Trefeddian Hotel (45 out of 200 – 23%)
- 0% response at Co-op & Aberdyfi Tourist Information Centre
RESEARCH FINDINGS
PROFILE OF VISITORS
49 51
73
27
14
56
30
0
10
20
30
40
50
60
70
80
Male Female ABC1 C2DE 16 - 34 35 - 54 55 +
Profile of Sample%
BASE: all respondents (300)
17
6
3
14
9
10
30
6
0 5 10 15 20 25 30 35
Unemployed/retired/housewife
Plant/machine operatives
Sales
Craft/related occupations
Clerical/secretarial
Associateprofessional/technical
Professional
Managers/Administrators
SOCIAL OCCUPATION CLASSIFICATION (outlet survey)
%
BASE: outlet (219)
66
21
8
2 2
67
27
1 04
0
10
20
30
40
50
60
70
80
England Wales Abroad Rest of UK Unknown/refused
Street Outlet
HOME LOCATION%
BASE: all respondents (street : 300, outlet : 219)
HOME LOCATION OF VISITORS FROM ENGLAND
%
1
7
20
24
47
3
6
24
26
42
0 10 20 30 40 50
E Anglia
South WestEngland
South EastEngland
North England
Midlands
Street
Outlet
BASE: respondents from England (street :198, outlet: 147)
BASE: respondents from Wales (street: 64, outlet: 59)
HOME LOCATION OF VISITORS FROM WALES
%
20
17
24
39
16
27
31
27
0 5 10 15 20 25 30 35 40 45
S W Wales
Mid Wales
S E Wales
North Wales
Street
Outlet
PROFILE OF VISITS
Q3) MAIN PURPOSE OF VISIT%
4
5
2
3
10
38
37
3
1
2
8
13
34
39
0 5 10 15 20 25 30 35 40 45
Other/non response
Pasing through
Shopping
Visiting Friends/relatives
On a day trip or shorter
For holiday, staying away from home
For a short break, staying away from home
Street
Outlet
BASE: respondents from England (street :300, outlet: 219)
Not surprisingly, those from further a field more likely to be staying away from home. Day trippers more local and from lower socio-economic grades.
BASE: those respondents not on a daytrip (Street: 262, Outlet: 192)
Q4) WHETHER VISITORS STAYING IN OR AROUND THE DYFI VALLEY
%
74
24
13
87
0
10
20
30
40
50
60
70
80
90
100
Yes No
Street Outlet
Q5) WHERE VISITORS STAYING %
BASE: those respondents staying in or around the Dyfi Valley (street: 229, outlet: 143)
3
2
7
3
8
10
40
0
3
0
11
14
14
45
0 10 20 30 40 50
Corris
Dolgellau
Pennal
Borth
Tywyn
Machynlleth
Aberdyfi
StreetOutlet
Q6) TYPE OF ACCOMMODATION USED
%
BASE: those respondents staying in or around the Dyfi Valley (Street: 229, Outlet: 143)
2
3
3
2
10
10
8
34
27
1
1
2
3
3
8
30
7
45
0 10 20 30 40 50
Guesthouse
Touring/Caravan
Hostel
Bed & Breakfast
Second/holiday home
Friends/relatives
Static caravan
Hotel
Holiday flat/cottage
Street
Outlet
Lower social grades most likely to stay in caravans higher grades in holiday flat/cottages
13
28
37
5
1718
37 38
3 3
0
5
10
15
20
25
30
35
40
1-2 3-4 5-7 8-14 Don'tknow/nonresponse
Street Outlet
Q7) LENGTH OF STAY (NIGHTS) %
Average number of nights = 5
BASE: those respondents staying in or around the Dyfi Valley (Street: 229, Outlet: 143)
6
25
46
15
6
1
7
19
43
19
3
9
0
5
10
15
20
25
30
35
40
45
50
Up to 1 hr 1-2 hrs 3-5 hrs 6-9 hrs 10+ hrs Don'tknow/nonresponse
StreetOutlet
Q8) LENGTH OF TIME IN DYFI VALLEY– DAY VISITORS
%
BASE: those respondents on a day trip or not staying in the Dyfi Valley (Street: 71, Outlet: 69)
Younger visitors (16-34 yrs) likely to stay longer
Q9) MAIN METHOD OF TRANSPORT%
1
2
2
94
1
2
2
95
0 20 40 60 80 100
Other/nonresponse
Train
Bus/coach
Own car/van
StreetOutlet
Younger visitors (16 –24 yrs) more likely to use public transport
BASE: all respondents (Street: 300, Outlet: 219)
Q10) PARTY COMPOSITION %
2
3
5
11
28
50
1
7
7
6
35
43
0 10 20 30 40 50 60
Organised group
Alone
Friends
Family and friends
Spouse/partner
Family group
Street
Outlet
BASE: all respondents (Street: 300, Outlet: 219)
7
42
32
16
3 33
33
37
20
5 4
0
5
10
15
20
25
30
35
40
45
One Two Three toFour
Five to Nine Ten Plus Average
StreetOutlet
Q12) NUMBER OF PEOPLE IN PERSONAL GROUP
%
BASE: All respondents (Street: 300, Outlet: 219)
60
13 15
83 2
49
1619
14
2 2
0
10
20
30
40
50
60
70
None/nonresponse
One Two Three-Four Five plus Average (ofthose withchildren)
StreetOutlet
Q13) NUMBER OF CHILDREN AGED 15 OR UNDER IN PERSONAL GROUP
%
BASE: All respondents (Street: 300, Outlet: 219)
REASONS FOR VISIT AND PREVIOUS VISITS
BASE: all respondents (Street: 300, Outlet: 219)
Q2 REASONS FOR VISIT%
6
4
15
9
16
19
12
11
12
38
3
5
2
10
5
4
18
19
20
54
0 10 20 30 40 50 60
Other
Advert/poster
On Holiday
Brochure/guide book
Shops
Word of mouth/recommendation
To attend a particular event, activity or attraction
Walks
Visiting Friends/family
The beach
Previous visit
Street
Outlet
Q1) FREQUENCY OF VISITING %
BASE: all respondents (street: 300, self-completion:219)
12
16
21
16
5
28
13
19
28
19
10
11
0 5 10 15 20 25 30
Less often than once a year
Once a year
2-3 times a year
4-11 times a year
At least once a month
Have never visited before
StreetOutlet
1st time visitors most likely to be young (16-24 yrs)
FACILITIES USED
Q14) FACILITIES USED/LIKELY TO USE(street survey only)
%
4
5
14
22
30
32
38
60
60
71
71
78
0 20 40 60 80 100
Golf CoursePicnic area
Leisure CentreChildren's Play Area
TIC
Walking trailsPub
ToiletsBeach
Car Park
Restaurant/caféShops
BASE: all respondents (300)
INFORMATION SOURCES
Q22) INFORMATION SOURCE PRIOR TO VISITING
%
BASE: all respondents (street: 300, self-completion:219)
21
10
11
16
14
26
26
42
3
7
3
13
19
23
0 10 20 30 40 50
Did not obtain information
Guidebook
WTB
Information at hotel/accomodation
Internet
TIC
Word of mouth/ recommendation
StreetOutlet
Q23) PREFERRED SOURCE OF INFORMATION
%
BASE: all respondents (street: 300, self-completion:219)
16
22
28
37
39
7
7
26
23
42
0 5 10 15 20 25 30 35 40 45
WTB
Information at hotel/accomodation
Word of mouth/recommendation
Internet
TIC
StreetOutlet
ENJOYMENT OF VISIT
78
18
2 1
78
20
1 10
10
20
30
40
50
60
70
80
90
VeryEnjoyable
FairlyEnjoyable
NotParticularlyEnjoyable
Not at allEnjoyable
Don't know/non response
Street Outlet
Q14 & 15) ENJOYMENT OF VISIT%
BASE: all respondents (street: 300, self-completion:219)
STREET OUTLET
Beautiful scenery/views (25%)
It’s relaxing/peaceful (23%)
Weather (23%)
People (5%)
Seeing family/friends (4%)
Beach (4%)
Like Wales (4%)
Very enjoyable (4%)
Memories/been before (4%)
Beautiful scenery (45%)
Peaceful/relaxing (13%)
Weather (10%)
Interesting place (9%)
Great attraction (7%)
Great for shops/facilities (5%)
Hotel we’re in (5%)
Great for walking (4%)
Enjoyable area (4%)
Q15&16) MAIN REASON FOR ENJOYMENT
%
BASE: respondents who enjoyed visit (street:290, outlet:214)
STREET OUTLET
Countryside (31%)
Beaches (20%)
People and atmosphere (18%)
Weather (5%)
Attractions (4%)
Shops (4%)
Don’t know (5%)
Scenery (26%)
Peacefulness (7%)
Walks (5%)
Labyrinth (5%)
Great attraction (4%)
CAT (4%)
Hotel we’re at (4%)
Don’t know/non-response (15%)
Q16&17) MOST ENJOYABLE ASPECTS OF VISIT
%
BASE: all respondents (street:300, outlet:219)
STREET OUTLET
Weather (38%)
Nothing (50%)
Don’t know (4%)
Weather (45%)
Having to go home (2%)
Getting here (2%)
Attraction closed early (2%)
Nothing/non-response (38%)
Q17&18) LEAST ENJOYABLE ASPECTS OF VISIT
%
BASE: all respondents (street:300, outlet:219)
PERCEPTIONS OF THE DYFI VALLEY
Q20 &21) ATTITUDES & PERCEPTIONS %
BASE: all respondents (519)
6
3
3
3
7
2
73
93
94
94
18
2
21
3
3
3
76
96
0 20 40 60 80 100
There's nothing to do ifit rains
There's a lot of litteraround
It's not for my agegroup
It's rather boring
It has something foreveryone
A place that familiescan enjoy
Don't know/non response Disagree Agree
Higher disagreement for street & younger visitors
Higher agreement amongst younger visitors
Higher agreement for street
Attractions to be open longer (4%)
Indoor activities when raining (3%)
Public Transport (3%)
Nothing/non-response (70%)
Q21) SUGGESTIONS FOR IMPROVEMENT(outlet survey)
%
BASE: all respondents (219)
LIKELIHOOD OF REVISITING
BASE: all respondents (street:300, outlet:219)
Q18&19) LIKELIHOOD OF REVISITING %
Likelihood is highest for those residing in Wales and visitors aged 35+
1 0 1
77
18
0 1 410
88
0102030405060708090
100
Very likely Fairly likely Fairlyunlikely
Very unlikely Don'tknow/non-response
Street Outlet
Q19 &20) LIKELY RETURN VISIT %
BASE: respondents who are likely to revisit (street:294, outlet:208)
6
1
1
19
73
2
1
13
84
0 20 40 60 80 100
Don't know/non-response
6 years or more
Next 4-5 years
Next 2-3 years
Next year
Outlet Street
Visitors aged 35+, those from lower social grades and Wales likely to return sooner
THE ENIVIRONMENTAL VISITOR CENTRE
Q24) EXHIBITIONS THE VISITOR CENTRE SHOULD INCLUDE
%
BASE: all respondents (300)
3
64
68
87
89
89
0 20 40 60 80 100
Don't know
Green energy, waterand waste recycling
Global environmentalconcerns
Dyfi valley, estuary andCardigan Bay
Local sea life, plantsand animals
Local History
Q25) FACILITIES THE VISITOR CENTRE SHOULD INCLUDE – TOP 8
%
BASE: all respondents (300)
73
74
80
83
83
83
86
90
0 20 40 60 80 100
Information point
Aquarium
Education room for schools & groups
Chilren's play area
Outdoor picnic area
Shop
Viewing platform over Estuary
Café
Q25) FACILITIES THE VISITOR CENTRE SHOULD INCLUDE – 9 - 17
%
BASE: all respondents (300)
3
50
62
66
68
70
71
71
72
0 10 20 30 40 50 60 70 80
Don't know
Cyber café
Meeting room for groups
Climbing wall
Reseach library/study area
Planetarium/night sky exhibition
Temporary exhibition area
Telescopes over Estuary/sea
Environmental news bulletin board
BASE: all respondents (300)
Q26) LIKELIHOOD OF VISITING THE CENTRE
Interest very high overall, however younger respondents & ABC1s most likely to visit
2 1 1
25
71
0
10
20
30
40
50
60
70
80
Very likely Fairly likely Fairly unlikely Very unlikely Don't know
Q27) HOW MUCH VISITORS PREPARED TO PAY
%
BASE: all respondents (300)
16
5
12
9
29
27
3
0 5 10 15 20 25 30 35
Don't know
Nothing
Eleven pounds plus
Six to ten pounds
Four to five pounds
Two to three pounds
One pound
Those from higher socio-economic grades prepared to pay more
Q28) IDEAS/SUGGESTIONS ABOUT PROPOSED VISITOR CENTRE
%
BASE: all respondents (300)
71
2
2
3
4
4
5
0 10 20 30 40 50 60 70 80
No suggestions/Don'tknow
Hands on technology
A mapped walk aroundthe Centre
Environmentallyfriendly as possible
Car park facilitiesincluded in price
Make it appealing foryoung kids
Make buildingsdiscreet
SUMMARY AND CONCLUSIONS
SUMMARY AND CONCLUSIONS
• Profile of visitors to the Dyfi Valley markedly:
– Upmarket 73% ABC1
– Middle age range (56% 35-54 yrs) • Visitors mainly from England (esp. Midlands)
• Encouragingly, around three quarters staying away from home (for average of 5 nights) & most staying in or around the Dyfi Valley
• Most family groups (outlet) & couples (street)
SUMMARY AND CONCLUSIONS (Continued)
• Very high level of repeat visiting & top reason for visit was previous visit
• Favourite activities cited: attractions, beach, walking & shops
• Turning to information sources, Internet preferred by most, after TIC, however not reflected in usage – limited internet sources?
SUMMARY AND CONCLUSIONS (Continued)
• Overall perceptions/opinions extremely positive:– 96/98% found visit enjoyable (78% very enjoyable)– 95/98% likely to revisit (& most next year)– 94% disagreeing the Dyfi Valley is boring– 96% agreeing it’s a place families can enjoy
• Visitors especially like the scenery, peace and relaxation
• Some areas for improvement evident:– Attractions to be open longer (minority)– Nothing to do if it rains (one in five)– One in five disagreed there’s something for everyone– Higher criticism by younger visitors apparent (16-34 yrs)
SUMMARY AND CONCLUSIONS (Continued)
• The Environmental Visitor Centre – nearly all likely to visit (96%), especially appealing to younger visitors & ABC1s
• Most willing to pay between £2 to £5