Fremantle Visitor Information CentreReport 2011

General Statistics As of 30th June 2010 the Australian

Bureau of Statistics stated there were 28,626 people on average residing in Fremantle.

According to Tourism WA, between 2008, 2009 and 2010 there were 157,100 tourists to Fremantle on average.

Purpose The purpose of this survey was to

determine the awareness of the Fremantle Visitor Information Centre, the products and services used by the locals and tourists and customer satisfaction.

Objective The objective was to survey at least 200

customers of the Fremantle Visitor Information Centre over one week (14/11/2011 – 21/11/2011) in order to identify which methods of transport they used and how they knew about the centre.

Survey

The survey was conducted on a sample group of visitors.

Conducted over four days within one week (two week days and one weekend)

Visitors were approached after they had used the centre’s services.

Nine questions were compiled, as well as a customer profile.

Survey Continued The nine questions that were asked were relevant to the

objective. They consisted of:1.What method of transport did you use to get to Fremantle today?2.How did you know about the Visitor Information Centre3.Is this the first time you have used the centre?4.Was it easy to find?5.What services did you use when you were at the centre or contacted them last?6.Would you use these products and services again if you were to return?7.What other services would you like to see at the Information Centre?8.Were you happy with the customer service?9.What was your overall impression of the Information Centre?

Research Methodology A quantitative research approach was

used to collect factual data. Consideration was given to

demographic data, the awareness of the products and services and customer satisfaction.

Qualitative feedback was also acquired by the inclusion of optional comments.

Parameters Time span:

The survey was conducted over a one week period surveying customers who were exiting the Fremantle Visitor Information Centre. This was a convenient location because it ensured that only people that used the centre were targeted. A total of 236 surveys were collected.

Number of visits:Data was collected from the14th Nov 2011 – 21st Nov 2011. On 4 separate days, 2 Mondays, a Saturday and a Sunday between 9:30am and 2:30pm.

Parameters continued Difficulties experienced:

- Ensuring clear and concise survey- Limited time allocated to conduct the surveys- Language barriers of customers- Other events taking place, i.e. Coffee Festival on the Sunday- Customers resistance to participate in the survey Strengths:- A large number of surveyors- Surveyors ability to speak other languages (6 languages represented)- Specific target group who have used the centre’s services- Convenient location outside Fremantle Visitor Information Centre

Findings Survey findings were collated and

sorted into data for interpretation Careful calculation was taken into

consideration to ensure accuracy of the data

Clear graphs and tallies give an overall picture of the results

Recommendations are provided at the end of the report

Findings continued Customer Profile:

GenderOut of the total 236 people interviewed-53% were female-40% males-7% not specified

Findings continuedAge:The visitors were divided into five age groups, under 26, 27-35, 36-50, 51-65, 66+ to get an idea of who uses the products and services of the centre. There was a fairly even spread between the three age groups of 27-65. Only 7% of the visitors were over the age of 66.

Findings continuedCountry of origin:The majority of the visitors are from overseas (59%) with the main countries of origin being the UK (30%), France and Germany (Both 10%) With the remaining respondents represented 27 other countries. Of the 38% of Australian visitors, the majority of them are from WA (46%) followed by Victoria (19%).

Findings continuedTransport Methods:Almost half of the visitors (47%) used a car, followed by train (24%) and walking (12%). Other forms of transport were, bike, bus, motorbike and ferry.

Findings continuedCentre awareness:It was clear that 40% of the visitors had found the Visitors Centre by signage around Fremantle. While 33% were in the area and may have also seen the signs. A small percentage of visitors heard about it by word of mouth (9%), internet (5%) and brochures (6%).

Findings continuedVisitation of the Centre:For 75% of the visitors surveyed, it was the first time they had used the services at the visitor information centre.

90% of the visitors found it easy enough to find. Of the remaining, 23 sighted lack of signage as being the major difficulty, while a very small percentage sighted parking and location a problem.

Findings continuedUse of products and services:The main services used at the Visitor Information Centre were to pick up maps (30%), brochures (28%) and making enquiries & quotes (15%). Car hire bookings (1%) and corporate services (0%) were rated the lowest. It is suggested that corporate services be removed from future surveys due to corporate companies making alternative arrangements by email and phone.

Findings continued 91% of the visitors indicated that they

would use the products and services again. 41% of visitors surveyed did not see the

need for additional services, while 22% would like to see interactive screens and 11% would like brochures in other languages. 10% of visitors surveyed request to see more signage and 9% would like to see more brochures.

Findings continuedCustomer Service:An overwhelming 93% of the surveyed were happy with the customer service. 2% were not happy while 5% did not respond because they did not have personal contact with the centre staff.

47% rated their overall impression as excellent and 47% as good. 4% rated the centre as average and the remaining 1% as poor due to the lack of space and staff.

Conclusion The feedback from the customers was overall

encouraging. Majority of customers were satisfied with the

customer service and therefore rated it a positive experience.

Issues raised included:-signage-staff assistance-size of the centre

Customers would recommend independent access to internet facilities.

We hope that these findings are helpful and assist in future business choices.