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8/14/2019 Natioanl Railway museum Visitors Survey 2005
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VISITORS SURVEYVISITORS SURVEY
2005 Results & Trends2005 Results & Trends
Annual Survey carried out for:
National Railway Museum
Presented byPhil Back
30th September 2005
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Methodology &Methodology &
objectivesobjectives
425 face-to-face, exit interviews
23rd - 29th August 2005
annual survey with trends back to 1992
examines:
profile & behaviour of visitors
influences on the decision-making process
satisfaction with visit and the experience
new developments and initiatives
purchasing behaviour
introduction of the Flying Scotsman
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Visitor ProfileVisitor Profile
Gender
62 6366
62 60 5762 65
3438 40
4238 353738
1998 1999 2000 2001 2002 2003 2004 2005
%
Man Woman
Age
24 2318 19 19
50 50
40 41
5054 52
44
17 1518 20
11
23
914
212222161319
22
9 911
18
1998 1999 2000 2001 2002 2003 2004 2005
%
Under 35 35-54 55-64 65+
Socio-Economic Group
2831
29
33 33
27 2724
33
28 28 2930
3532
34
3028
24
22
24
22
11 1013 13 13 12 12
17
2827
1998 1999 2000 2001 2002 2003 2004 2005
AB C1 C2 DE
Base: All
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Visiting with childrenVisiting with children
Base: All
556160
52
4642
1992-1994 1995-1997 1998-2000 2001-2003 2004 2005
%
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TypologyTypology
Base: All
15
33
34
17
20
34
22
23
19
30
29
20
22
28
26
23
21
40
19
18
Very interested in
railways
Quite interested in
railways
Not really interested
in railways but I like
visiting museums like
the NRM
Not really interested
in railways, just came
for a day out
%
2005
2004
2003
1998-2002
1993-1997
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Nature of Visit to YorkNature of Visit to York
Base: All
48
47
4
48
45
7
46
44
8
50
42
8
48
44
5
Day trip from home
On holiday in or
outside York
Live in York
%
2005
2004
2003
2002
1998-2001
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Where Visitors Come FromWhere Visitors Come From
Base: All
20
71
10
29
60
12
39
51
7
47 48
4
38
55
6
32
62
6
Yorks & Humber Other UK Outside UK
%
1992-1995 1996-2000 2001-2002 2003 2004 2005
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Method of TransportMethod of Transport
Base: All
3
5
7
11
15
16
39
2Road Train
Organised coach trip
Standard bus / coach
service
Car to York, then parked in
the City Centre
Car to York, then Park &
Ride
Walked / live in York /
staying in York
Train to York
Car to Museum, parked atMuseum
%
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Satisfaction with VisitSatisfaction with Visit
Base: All
8479
8281
86
86
88
8284
87
88
8486
85
87
83
8587
85
90
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
%
Very satisfied Very likely to recommend to friend
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Its Not Just About TrainsIts Not Just About Trains
Base: All
69 67 6772
6560 58 60
61
1993-97 1998 1999 2000 2001 2002 2003 2004 2005
%agree
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PlentyPlenty forforAllAll thethe FamilyFamily toto SeeSee
Base: All
91 96 94 97 8996 97 96 97
1993-97 1998 1999 2000 2001 2002 2003 2004 2005
%a
gree
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More Opportunity forMore Opportunity for
Interaction than ExpectedInteraction than Expected
Base: All
63
7175
81 83
74 7276
79
1993-97 1998 1999 2000 2001 2002 2003 2004 2005
%agree
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Too Much to See in One VisitToo Much to See in One Visit
Base: All
47
60
53
60
5357 57
60
55
1993-97 1998 1999 2000 2001 2002 2003 2004 2005
%a
gree
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WhenWhen willwill They ReturnThey Return toto NRMNRM
Base: All
23
27
3637
39
2001 2002 2003 2004 2005
%r
eturnwith
n12months
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Dwell TimeDwell Time
Base: All
34
4244 45
34
23
33
27
1994-98 1999 2000 2001 2002 2003 2004 2005
%morethan3hours
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Dwell Time (contd)Dwell Time (contd)
Base: All
4
3032
19
12
3
6
31
39
14
7
24
3330
21
10
2
5
3433
16
74
Less than 1
hour
1 - 2 hours 2 - 3 hours 3 - 4 hours 4 - 5 hours More than 5
hours
%
2002 2003 2004 2005
Average Dwell Time
Mean dwell time per visitor:
(2002: 2:41 hrs)
(2003: 2:25 hrs)
(2004: 2:34 hrs)
(2005: 2:30 hrs)
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RidesRides
Base: All
0
20
40
60
80
100
2004 2005 2001 2002 2003 2004 2005 2001 2002 2003 2004 2005
Simulator ride Miniature railway Steam/diesel train
Knew of
Went on
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Reasons for Not Going onReasons for Not Going on
Simulator RideSimulator Ride
Base: Those aware of Simulator Ride but did not go on (298)
1
2
5
5
8
11
12
14
15
16
Ride broken / not working / not open
Been on it before
Children too young
Don't like enclosed spaces
Not interested in rides
Price / Too expensive
There was a queue
Dont like things that move around
Not enough time
Too old / no kids
%
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Base: Those with children in the appropriate age group(Under 5: 93, 5-10: 131, 11-16: 78)
Rides and ChildrenRides and Children
41
28
10
39
22 21
32
15
22
Went on Steam / Diesel
Train Ride
Went on Miniature Railway
Ride
Went on Simulator Ride
%
Under 5 5 - 10 years 11 - 16 years
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Bought Food or DrinkBought Food or Drink
Base: All
46
5558
53
595657
6570
56
58
6463
49
1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
%
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Why Not Bought Food orWhy Not Bought Food or
Drink?Drink?
Base: Not bought food/drink (170 in 2005)
6
25
33
25
10
24
14
35
6
22
20
37
9
19
18
38
15
20
21
33
Too expensive
Wanted to eat
elsewhere
Brought own food
Not hungry or thirsty
%
2005
2004
2003
2002
2001
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Bought from Gift ShopBought from Gift Shop
Base: All
57
48
40
46
43
58
5151
60
43
47
63
70
57
1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
%
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Nothing to BuyNothing to Buy
fromfrom Gift ShopGift Shop
Base: Not bought from gift shop (217 in 2005)
67
5659 58
48
2001 2002 2003 2004 2005
%
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Heard of NRM Before ArrivalHeard of NRM Before Arrival
Base: All
9796979496959692
8890
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
%say
ing"Yes
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When Decided to VisitWhen Decided to Visit
Base: All
48
26
16
10
3739
1210
33
29
1719
32 33
24
9
39
28
19
12
37
27
22
12
More than a week ago In past week Today before leavinghome On way/while in York
%
1995-2000 2001 2002 2003 2004 2005
Visitor decide less spontaneous than in 2003
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In York PrimarilyIn York Primarily toto Visit NRMVisit NRM
Base: All
52494646
5956
48
29
35
45
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
%
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Repeat VisitsRepeat Visits
Base: All
89
11
13 13
1819
23
1998 1999 2000 2001 2002 2003 2004 2005
%lastvisited
within12months
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Prompted to Visit by ...Prompted to Visit by ...
Base: All
12
11
18
14
11
24
17
39
16
13
23
43
10
15
22
3
38
7
7
15
20
45
Leaflet about York
TV/Radio Ad
Recommendation
Flying Scotsman
Been before
%
2005
20042003
2002
2001
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TV AdvertisingTV Advertising
Base: All
18
32
29
3940
36
31 32
1012
10
2119
16
119
1998 1999 2000 2001 2002 2003 2004 2005
%
Seen advertising Advertising prompted or encouraged visit
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Impact of Free EntryImpact of Free Entry
Base: All
58
67 68 67
24
3428
23
2002 2003 2004 2005
%
Aware of free entry Free entry encouraged visit
AA
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AwareAware ofof
Flying ScotsmanFlying Scotsman
Base: All
63
48
37
51
2004 2005
%Not aware NRM owns FS
Aware NRM owns FS
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AwarenessAwareness ofofWhereaboutsWhereabouts
Base: All
9
11
17
61
2
I thought it would be
on tour today but it's
here at the museum
I thought it would be
here and it's not
I knew it would be out
on tour today
I knew it would be at
the museum today
I didn't know where itwas today
%
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Impact of Flying ScotsmanImpact of Flying Scotsman
5 6
88
13 14
69
Main reason for coming Had some influence on
decision
Would have come anyway
%
All visitors (Base: All)
All those who knew/thought FS would be at NRM on the day of visit (Base: 77)
Wh th Fl i S tWhere the Flying Scotsman
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Where the Flying ScotsmanWhere the Flying Scotsman
should be ...should be ...
Base: All
9
26
32
79
5
On display at
NRM every
day
At NRM
most days,
on tour 2-3
days per
week
On tour most
days and at
NRM 2-3
days per
week
Used for
tours at
weekends
only
Used for
tours every
day, not on
display at
NRM
Used for
tours on
special
occasions
only
%
Ti k t f th Fl iTickets for the Flying
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Tickets for the FlyingTickets for the Flying
Scotsman in the FutureScotsman in the Future
Base: All
14
19
16 17
20
13
16
2021
18
21
3
Definitely
will buy a
ticket
Probably
will buy a
ticket
Might buy a
ticket
Probably
won't buy a
ticket
Definitely
won't buy a
ticket
Dont know
%
2004 2005
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Awareness of InteractiveAwareness of Interactive
Learning CentreLearning Centre
Went to ILC,
24%Didn't know it
was there,
31%
Knew it wasthere but didn't
go,
44%
Base: All
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Impact of InteractiveImpact of Interactive
Learning CentreLearning Centre
Base: all those who visited the ILC (98)
Some
influence, 12%
Would've come
anyway, 73%
No opinion / No
reply, 14%
Main reason,
0%
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Appeal of Big WheelAppeal of Big Wheel
Base: All
21 21
7
49
2
Very interested Fairly interested Not very
interested
Not interested
at all
It depends
%
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Charge for Big WheelCharge for Big Wheel
Base: Those NOT saying Not interested at all (213)
2
15
27
31
57
13
8
Nothing 1 to 2 3 to 4 5 to 6 7 to 8 9 to 10 Over 10 It
depends
Dont
know
%
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Awareness of LocomotionAwareness of Locomotion
Base: All
5
19
76
Yes, been Yes, not been Not heard of
%
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Summary and conclusionsSummary and conclusions Visitor profile (Visitor profile generally similar, but better age balance)
Visitor geography (Visitors are
From further afield
But not from overseas Very satisfied, and likely to recommend)
Railway or Museum? (Railway more important than Museum
but its not just about trains)
Families or enthusiasts? (It works for families, but also for enthusiasts
but not everything works for everyone)
Repeat visits (Repeat visitors significant) The Scotsman effect
Price-sensitivity (Price-sensitivity for families and Yorkshire people
and for car visitors. Gift shop purchasing down, especially for older
visitors)
Awareness (Of museum, Of free entry, Of Flying Scotsman, Of ILC, But
not of Locomotion
Satisfaction and recommendation
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