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Prepared & Presented By:
Lynn Jones & Sean Morgan
Presentation Date: Wednesday 21st July 2010
Analysis Period: October 2009 – March 2010
Tourism: major driver of economic growth Monitor trends and identify strengths/weaknesses LJR commissioned to undertake Edinburgh Visitor Survey in August
2009 using Visitrac - LJR’s web-based survey system
Build up picture about current leisure visitors & monitor perceptions of quality/service in aspects of their visitor experience
Provide information for tourism professionals/businesses to help meet & exceed visitor expectations & market city more effectively
Benchmark, monitor & evaluate tourism in Edinburgh year-on-year
Year round collection of email addresses at popular tourist points Visitrac survey sent by email to visitors
Visitor profileVisitor profile
Visit activitiesVisit activities
Type of visitorType of visitorGetting into and around EdinburghGetting into and around Edinburgh
Traffic ratings 2009-2010 2008-2009 2007-2008
Public buses 8.16 8.18 8.42
Road signposting to the city 7.31 7.36 7.37
Road signposting within the city 6.27 6.71 6.65
Parking (ease and cost) 5.29 5.36 5.20
Staying visitorsStaying visitors
Customer Service
2009-2010to previous
period
All hotel 8.06 -0.06
Luxury superior class hotel 8.69 0.03
Mid range quality hotel 8.21 0.32
Standard or budget hotel 7.39 -0.41
Guest House / B&B 8.70 -0.11
Overall ratings average*
2009-2010to previous
period
8.19 -0.05
8.66 -0.03
8.35 0.00
7.48 -0.31
8.31 -0.35
*Note: Average derived from ratings for cleanliness, satisfaction with room, friendliness of staff and value for money
Visit ratingsVisit ratings
Best aspectsBest aspects
"The walks alternating between historic buildings and beautifully
designed and well maintained green spaces."
"We enjoyed visiting the Castle... We also enjoyed seeing the
Royal Yacht Britannia."
"A nice feel to the city and all the locals are very
welcoming/eager to chat to tourists."
"The transport convenience in
Edinburgh."
“Being able to walk about the city – easily accessible – and the historical feel of the
area.”
“Visiting historic attractions, city bus tours and walking around city.”
“The general atmosphere, beautiful city and friendly
people.”
“Lots of things to do and see within walking distance. Variety of both ethnic
restaurants and Scottish traditional pubs and bars.”
Suggested improvementsSuggested improvements"More signs for pedestrians. And it would be great if public bus drivers
gave change."
"All the museums and galleries close too
early! They close at 5 and then there isn’t
much to do apart from going to the pub."
"Great service but quite pricey
compared to other cities."
"The parks should be cleaned, pick up litter and so on."
“We had a difficult time figuring out the bus system. We would have
liked to see simple maps available, similar to the London tube maps.”
“I was surprised that quite a lot of the things we would have liked to
visit were closed on Sunday.”
“I felt that the vast majority of the tourist attractions
were overpriced.”
“The Royal Mile having too many cheap tourist shops all selling the
same 'tat'. Detracts from its tremendous sense of history.”
ExpendituresExpenditures
Averages 2009-2010
2008-2009
2007-2008
Nights stayed 3.07 3.14 3.18
Group size 2.01 2.01 1.98
Total expenditure(per person per day)
£76.27 £70.07 £71.89
Monthly summary reportsMonthly summary reports
Crucial insight during challenging and changing times – a real time barometer of change
Access to and awareness of information critical in order to identify, plan and implement strategies/campaigns from individual business perspective as well as at destination level