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The Countryside Experience Overview Presentation of Key Findings November 16 th 2004 Prepared for: Prepared by : For more details : Tel 0115 960 5358. Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Objectives & Methodology

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slide1

The Countryside Experience

Overview Presentation of Key Findings

November 16th 2004

Prepared for:

Prepared by :

For more details: Tel 0115 960 5358.

slide2

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Objectives & Methodology

objectives

To improve the working group’s understanding of visitors’ attitudes to and

expectations of a countryside experience and to understand how Wales is

perceived to deliver that experience

Specifically……

To explore the decision making process for countryside trips and to identify

the key elements of the Countryside Experience

To identify the relative importance of these elements and how these differ

by ‘type’ of trip

To explore in detail the role and expectations of key factors in destination

choice:

-> Accommodation

-> Outdoor activities

-> Food

-> Non-active entertainment

To examine the perceived and actual strengths and weaknesses of Wales as a

countryside destination compared with other destinations

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Objectives

Overall Objective

method

6 GROUPS

2 Family

2 Post Family

2 Pre-family

(with kids aged 0-17)

(aged 40+, no kids

under 18 at home)

(aged 20-39 no kids)

ABC1

ABC1

ABC1

C1C2

C1C2

C1C2

Half ‘Active’, ‘Half Passive’ on last countryside trip

Main things did whilst on Countryside trip

PASSIVE

ACTIVE

Visiting towns, villages, going for easy walks/strolls

Visiting places of interest, exhibitions, craft fairs

Browsing in shops and shopping, bird watching

Painting/craft things

Hiking/walking with maps, fishing, shooting

Golfing, cycling, mountaineering/climbing

Canoeing, sailing, rafting, horse riding

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Method

All taken ‘countryside’ focussed break/holiday in last 12 months

method5

2+ breaks in UK in last 12 months

All the main/joint main decision maker

Non-rejectors Wales i.e. from list of UK destinations do not pick out

Wales as a destination they are VERY UNLIKELY to visit in the future

for short breaks/holidays

Half visited Wales for short break/holiday in last couple of years

Held in Bramhall (Manchester), Redditch (South of Birmingham)

and Fleet (Nr. Reading)

Groups conducted on 13th,17th,24th November 2003

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Method
slide6

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Types of Countryside Tourist

types of countryside tourist

Time doing

‘physical activity’

Dedicated

Actives

Almost all time away

doing specific outdoor activity

Majority of time away doing

specific outdoor activity

(Not in rain, want some break!)

Heavy

Actives

‘Static’

Tourists

Like to do outdoor activity

but interspersed with non-

energetic pastimes

Light

Actives

Do little energetic outdoor activity

but want to spend time exploring

the area

Browsers

WANT TO STAY IN ONE PLACE

No travelling/desire to explore

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Types of Countryside Tourist
incidence

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Incidence?

Qualitative Research used to ‘identify’ types rather than measure

BUT following this research

Analysis on UKTS quantitative indicates following ‘approximate’

incidence amongst those visiting Countryside in Wales:

Dedicated/Heavy Actives 20%

Light Actives 15%

Browsers 54%

Statics 11%

types of countryside tourist11

PRE AND POST FAMILY LIFE STAGES

USUALLY GO AS COUPLES

Unlikely to

be families

NOT families –

Dad may go on own

Families -----------------

Usually either group

or on own

Often men only

Exception here:

Golf (ABC1 South)

The two extremes are often combined

i.e. one is a Browser and the other is a Dedicated Active

“I can get out on the hills and do some cycling while she’ll go out and do some shopping.”

Post Family - South

“The lads go fishing all day and the girls go shopping.” Pre family, Birmingham

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Types of Countryside Tourist

Browsers

Light

Actives

Heavy

Actives

Dedicated

Actives

slide12

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

The Destination Decision Process

choice of destination

‘THE PLACE’

Choice of Destination

“You just decide on the area you want to go to and then look for the nicest accommodation.”

“We wanted to go somewhere in Kent so we went on the internet and looked for a hotel.”

destination choice

Previous Research looking at cultural tourism:

The Place

Scenery

(Landscapes)

People/way of

life

Architecture/

Settlements

Scenery takes precedence in decision

+ the more ACTIVE the holiday the less

important the architecture and

particularly the people

With specifically

COUNTRYSIDE

evident that:

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Destination Choice

In UK tends to be based on

Perception and/or experience

rather than reference to

literature etc

Destination Choice

‘The Place’

the place

Dedicated Actives

Browsers

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

The Place

Integral elements of The Place and importance in destination choice

Scenery (Landscapes)

Architecture/

Settlements

People/way of life

accommodation choice

MAJORITY HAVE VERY DEFINITE PREFERENCES FOR TYPE OF

ACCOMMODATION

Presence of kids or not

+

CRITICAL

IN CHOICE

OF TYPE

BUDGET limitations

Presence of dog or not

Amount of time spend in accommodation

IF NOT AVAILABLE WILL CHANGE DESTINATION CHOICE

Desire for specific facilities e.g pools etc

If want to be in or out in evening

Standard Hotels/Pubs

B&Bs

Self Catering

Luxury (4*+)

Camping, caravanning

YHAs, walking barns etc

Luxury (4*+)

Accommodation Choice
choice of destination18

THINGS TO

DO

‘THE PLACE’

ACCOMMODATION

& Food

Choice of Destination
things to do

‘Entertainment’

Places of Interest

SHOPS/Markets

Craft demonstrations

Boat trips, Train trips

----------------------------

Families:

Entertainment parks, Farm parks

Indoor activities e.g. soft play

Swimming pools etc

Castles

Gardens

Stately Homes

Abbeys/cathedrals

Historic/literary sights

Galleries/museums

Literary sights

Natural Sights

Outdoor Activities

Waterfalls

Caves

Lakes/reservoirs

Nature Reserves

Organised, supervised: e.g. Pony trekking

Archery, Quad biking etc

Unorganised: Bikes for hire, Nature trails etc

Footpaths

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Things to do……..

INDIVIDUALS WILL HAVE PREFERENCES FOR ONE OR ANOTHER OF ABOVE->

DESTINATIONS WITH DIVERSITY HERE MOST POPULAR DESTINATION CHOICES

– GREATER ABILITY TO SUIT INDIVIDUAL PREFERENCES OF ANY PARTY

choice of destination for browsers light actives non family

THINGS TO

DO

SHOPS/

markets

Outdoor Activities

- organised

Outdoor Activities

‘Entertainment’

Boat/train

trips

Galleries

Theatres

Museums

Gardens

Castles

Nature

Reserves

Facility to do

Specific activities

Historic/

Literary sites

The Place

ACCOMMODATION

AND FOOD

Waterfalls

Caves etc

Abbeys/

cathedrals

NT type

sights

‘Places of

Interest’

Natural Sights

Choice of Destination – for Browsers/Light Actives –Non-family

RED = PRE-REQUISITES

BLUE = OPTIONS

ALL WANT TO PICK AND CHOOSE ‘OPTIONS’ – MAY HAVE PARTICULAR SLANT TO ONE GROUP E.G. PLACES OF INTEREST

choice of destination for heavy dedicated actives non family
Choice of Destination – for Heavy/Dedicated Actives – non- family

RED = PRE-REQUISITES

BLUE = Nice to Haves

THINGS TO DO

THE PLACE

Does it have landscapes/

facilities to do main

activity?

Accommodation

and food

‘THINGS TO DO’ FAR LESS IMPORTANT

INDEED FOR SOME DEDICATED NO ROLE AT ALL

choice of destination for families

THINGS TO

DO

Outdoor Activities

- organised

Outdoor Activities

Theme

parks

Pools etc

‘Entertainment’

Boat/train

trips

Nature

Reserves

Farm

Parks

Waterfalls

/caves

Shops/

markets

Facility to do

Specific activities

Museums

(child friendly)

ACCOMMODATION

FOOD

Gardens

X

Castles

Natural Sights

‘Places of

Interest’

Choice of destination – for families

RED = PRE-REQUISITES

BLUE = OPTIONS

The Place

FOOD FAR LESS CRITICAL WHEN GO WITH KIDS

THINGS TO DO VERY IMPORTANT – WET WEATHER ALTERNATIVES

food drink

Non family -> FOOD = main ‘entertainment’ in evening

“The quality of the food is really important because we’re there to enjoy ourselves

and part of that is to have a really nice meal.” Post Family, South

“If you’re on your own without children it (food) is all part of the holiday and

relaxation.” Family, Birmingham

Browsers/Light Actives -> entertainment in the day too (tea shops)

Pubs

Restaurants

Olde Worlde character

Traditional Ale type

Friendly (provide local info)

WHOLESOME, COUNTRY FOOD

Varies enormously – a

choice of styles/budgets ideal

From Michelin starred to local

curry house

Most demanding up-market

Activity + Indulgent breaks

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Food & drink

LESS IMPORTANT WITH KIDS but still like family pub/restaurant facility

LOCAL FOODS

SPECIALITIES

PARTICULARLY

APPEALING

slide24

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Perceptions of Countryside

Destinations & Wales specifically

perceived uk destinations for type of break

‘Luxury/treat’?

Walking?

Scotland (6)

Lake District (3)

Wales (3)

Pennines

Northumbria

Lake District x 4

Borders

Scotland

Herts, Warickshire

Oxfordshire

Cotswolds

Lake District x 4

‘Standard’?

Cornwall/ Devon x 3

Cotswolds x 2

Peak District x 2

Wales x 1

Golf? Scotland

Wales

M. Biking?

Lake District

West Country

Peak District

FAMILIES?

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Perceived UK destinations for type of break

Heavy/

Dedicated

Actives

Light

Actives

Browsers

Isle of Wight

South England

image of scotland lake district and cornwall

Scotland

South West

Lake District

JOLLY, HAPPY Lively, spirited, drunk

Loud, friendly (MAJORITY)

Passionate, Strong, Quite fiery (Fans)

Bleak Bit dour, studious (3 people only)

Peaceful, tranquil

Laid back, gentle

Mellow, poetry

Chilled out, Gentle, soft

Fun, uplifting, bright

Mood

Volvo family estate

Flash 4x4, Discovery

newish

Reliable older car, 4 wheel drive, old

Land Rover, Rover middle aged

VW camper, VW Beetle

Small & smooth, tractor

Car

CLASSICAL/ opera

Beethoven, Pipe music

FOLK, upbeat,

Elgar

Music

Bag pipes, Loud, Country Dance

Friendly if a little intimidating

Scotland is for:DEDICATED

ACTIVES & LUXURY (+ cities)

Overall

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Image of Scotland, Lake District and Cornwall

Fun & relaxed

For: Families, Browsers

Light-Med Actives

Peaceful, warm & refined

For: EVERYONE. Dedicated

Active -> Browser

wales projectives

Mood or Emotion?

If Wales were a car?

Morris Minor, Allegro, Old mini (x4 groups)

20 year old battered Land Rover

Micra, Lada

4 wheel drive = new (1 person only)

Fiery

Relaxed, Peaceful,Calm

Laid Back, Quiet

(3 gps + individuals in 2gps)

FANS

If Wales were a meal?

Roast lamb/lamb (3)

Leeks (2) Leek & potato soup (2)

Fish and chips (2), Pie

(“Bland anyway”)

If Wales were music?

Choir, Male Voice choir (4 gps)

Folk, Harp

Tom Jones/Stereophonics (1 gp)

Very tired, Downtrodden

Grumpy, Dour, Glum

(2 gps)

Miserable, Stroppy,

Angry, Rough, Unfriendly

(1 group +

Individuals in 3 gps)

NON-FANS

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Wales – Projectives

WALES

UNINSPIRING FOR MOST + DATED

(Even fans feel tinge of past it’s best)

slide28

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Wales as a Countryside Destination

knowledge of countryside in wales

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Knowledge of Countryside in Wales?

Knowledge generally very poor

Regions best known:

Anglesey and North coast = caravans, bit tacky

Snowdonia = mountains

Pembrokeshire – beaches (+ countryside minority)

Cardigan Bay - coastline

Some knowledge:

The Gower - beautiful

Elan Valley – for biking

ALMOST ALL COASTAL

Except Snowdonia

Minimal mention of Brecon

Beacons

wales countryside

FOR DEDICATED HEAVY ACTIVE WALKERS

Outward bound, school/college groups

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Wales Countryside?

FOR MAJORITY

MOUNTAINS/Big hills

Sheep

“It’s either trekking up mountains or fishing – an activity thing and that’s all.”

“To me Wales is NOT a young family’s holiday – it’s either walking or that’s it.”

Minority who are most familiar -> Also for browsing as lots to see and do

strengths of the welsh countryside

MOUNTAINS -> RELATED OUTDOOR ACTIVITIES

Especially walking

Almost ALL

Greenness

Close to sea

Unspoilt countryside

Castles

7 INDIVIDUALS – LOTS TO DO & SEE

Individual Dedicated Actives

3 Active Family people:

Lots to do for families

Natural sights

Nature Reserves

Castles, gardens

Industrial sights

Outdoor activities

Fishing, cycling, golf

2 individuals:

History/heritage sights

Minority

Individuals:

Friendly

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Strengths of the Welsh Countryside
weaknesses of the welsh countryside

JUST MOUNTAINS -> Only for Dedicated/Heavy Actives

Rain (but so does everywhere most point out)

Poor food (3 groups)

Roads are poor (3 groups)

Poor shops (2 groups)

Long distances between things (2 groups)

Scarred by Industry/slag heaps ( 2 groups)

Poor choice of accommodation (especially premium) 2 gps

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Weaknesses of the Welsh Countryside

Weaknesses

UNFRIENDLY/Don’t feel welcome

The Bridge (have to pay!)

types of countryside break wales seen as suitable for

Heavy

Actives

Dedicated

Actives

Light

Actives

Static

More appealing if countryside combined with

coastal trip or ‘sea’ alternative

No Centre Parcs type

Don’t imagine health

farms etc

Browsers

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Types of Countryside Break WALES seen as suitable for

+ NOT PERCEIVED AS FAMILY DESTINATION (those been as family feel good)

types of break wales perceived to be good at

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Types of Break Wales perceived to be good at

GIVEN IMPORTANCE OF HAVING AVAILABLE ACCOMMODATION

(& likelihood to choose another destination if can’t find preferred type)

IMPORTANT TO LOOK AT PERCEPTIONS OF WALES AS DESTINATION BY

TYPE OF VISITOR AND ACCOMMODATION ………

wales perceived as destination for

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Wales perceived as destination for:

Browsers

Light

Actives

Heavy

Actives

Dedicated

Actives

Widely held perception of BIG GAP here – to communicate in mass

communication would benefit unsophisticated image as a whole

Luxury 4*+

Standard

Hotel

B&B

WALES OFFERING OF THINGS TO

DO OTHER THAN OUTDOOR ACTIVITIES

NEEDS TO BE BETTER COMMUNICATED

TO CREATE GREATER APPEAL HERE

Self catering

Camping

Caravanning

etc

ALL would appreciate Better food

wales summary

LOW APPEAL TO BROWSERS

AND LIGHT ACTIVES

+ FAMILIES

(But those most familiar say

Wales has lots to offer on

these fronts)

Too wild/remote, Just Mountains

FOR DEDICATED, HEAVY WALKERS

Perception of LITTLE TO DO – Places

of Interest, Towns & villages, shops

DATED/OLD FASHIONED

These are overall image issues

(not specifically countryside)

and need to be addressed

in any mass communication

Poor food

Feeling unwelcome

BIG BARRIER FOR SOME BUT LOTS

FOR WHOM THIS IS A LATENT FEELING

AND RELATIVELY LITTLE IMPORT IN

INITIAL DESTINATION DECISION

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Wales – Summary

Key Barriers to Wales as a countryside destination:

wales what should they do

What should they do?

TELL US WHAT IS THERE OTHER

THAN HILLS/MOUNTAINS AND

OUTWARD BOUND

Places of Interest, Natural Sights

Outdoor activities (anyone can do)

Shops and markets

‘Quaint’ towns and villages

Modernise/Liven it up/for young

Rather than old

Better food/pubs

Be more welcoming

DATED/OLD FASHIONED

Poor food

Feeling unwelcome

BIG BARRIER FOR SOME BUT LOTS

FOR WHOM THIS IS A LATENT FEELING

AND LITTLE IMPORT IN DECISION TO GO

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Wales – What should they do?

Key Barriers

Too wild/remote, Just Mountains

FOR DEDICATED, HEAVY WALKERS

LITTLE TO DO – Places of Interest

Towns & villages, shops

summary

Other possibilities for lifting image in general:

  • Actively promoting Wales as ‘luxury’ countryside destination ->
  • knock on effect on perceived sophistication front
  • PR activity on ‘modern’ Welsh figures or developments
  • Attracting Foodies in one way or another

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Summary

CRITICAL POINT:

Very little knowledge and perception of individual towns, cities

Only Heavy Actives and Dedicated want just countryside

Impressions of Cardiff amongst recent visitors are very positive

(as with previous research)

PROMOTION OF CARDIFF OR CITIES IN GENERAL -> WILL HELP TO ‘LIFT’

IMAGE & MODERNISE IT – RUB OFF ON COUNTRY AS A WHOLE AND COUNTRYSIDE

“If they could extend the Cardiff magic up the valleys – there

could be an element of romance.” (Post family, ABC1)

clear opportunity for developing or communicating

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Clear Opportunity for developing OR communicating….

DESTINATION FOR BROWSERS

AND LIGHT ACTIVES

DESTINATION FOR FAMILIES

DESTINATION FOR INDULGENT/ROMANTIC BREAKS

(ASSUMING ACCOMMODATION REQUIREMENTS CAN BE MET)

IMPORTANCE OF PROVIDING WELCOME, CUSTOMER SERVICE and

GOOD FOOD SHOULD NOT BE UNDER ESTIMATED

ideal for browsers light actives non family

ACCOMMODATION CHOICE

Across all types of accommodation

Short Breaks – tend to be hotel, B&B

Longer – some self cater

TOWNS & VILLAGES TO VISIT

DIVERSITY OF THINGS TO DO

Essentials

Entertainment – ESPECIALLY shops/markets

Places of Interest – Diversity is key

Natural Sights

GOOD FOOD

& DRINK CHOICE

Clearly marked and good choice

of ‘easy footpaths

Choice of outdoor activities (some

not important at all)

Information on Things to Do

at local accommodation ideally

Suggested itineraries

Nice To Haves

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

IDEAL – for Browsers/Light Actives (non-family)

BROWSERS

AND LIGHT ACTIVES

Will also help to attract Dedicated Actives with Browsers

AREAS THAT CAN DELIVER ON ESSENTIALS – MOST LIKELY TO SUCCEED

ideal for families

LOTS TO DO FOR FAMILIES

Entertainment – shops + pools +

in-door play + train/boat trips

Outdoor Activities – organised and

Non (e.g. bike hire, adventure playgrounds)

Natural Sights – waterfalls, lakes, caves

nature reserves

ACCOMMODATION CHOICE

Self-catering particularly important

here

Essentials

FOR FAMILIES

Town/village near by

Places of Interest – castles

- museums child

friendly

Child-friendly restaurants

Nice To Haves

Information on Things to Do

at local accommodation ideally

Suggested itineraries

IF WITHIN EASY REACH OF COAST – DUAL MARKET COUNTRYSIDE &

COAST. IF NOT POSSIBLE ‘SEA’ ALTERNATIVE E.G. LAKE

AREAS THAT CAN DELIVER ON ESSENTIALS – MOST LIKELY TO SUCCEED

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

IDEAL – for Families
suggestions

Information Packs/cards aimed at:

Browsers } IDEALLY NEED TO BE UNIQUE

Families } TO EACH GROUP

Suggestions of Things to Do

DIVERSITY IS KEY

Include brief information, best time to go

contact numbers etc

Brief itineraries but can pick & choose

AVAILABLE ON INTERNET

+

AT DESTINATION (ideally

in the accommodation)

Promotions/pr on ‘Luxury’/Indulgent breaks

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Suggestions:

MOST IMPORTANTLY

suggestions44

Families and possibly some others:

  • Farmers markets, with demonstrations/opportunity to see animals
  • Fishing Instruction
  • Christmas Fair type events to attract out of season (rel. close to key
  • catchment areas)

Browsers: Informal but organised short walks

with a guide – local flora & fauna, historic sights etc

Browsers (esp with Dedicated Active):

Short (max 3 hour) courses e.g. wine tasting, cooking, painting etc

Special Interest Breaks – suggestions rather than complete package

Specifically Castle Breaks, Garden Breaks – again as do for some act

as a catalyst

Lists of dog friendly accommodation! (on internet)

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Suggestions:

Niche Possibilities:

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