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2004 Visitor Exit Survey Top-line Highlights November 2005

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2004 Visitor Exit Survey Top-line Highlights November 2005. Methodology. Surveys conducted between June and November, 2004 at exit points throughout Nova Scotia Total of 4,289 completed interviews Survey collected through three methods: face-to-face, telephone and internet.

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Presentation Transcript
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2004 Visitor Exit Survey

Top-line Highlights

November 2005

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Surveys conducted between June and November, 2004 at exit points throughout Nova Scotia
  • Total of 4,289 completed interviews
  • Survey collected through three methods: face-to-face, telephone and internet.
    • Interviews collected face-to-face using handheld devices at all ferry exits and Halifax airport
    • Visitors exiting on Hwy.104 (Amherst) were given business reply cards at the Cobequid Toll Plaza and asked to complete survey via telephone or Internet upon arrival home
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Corporate Research Associates (CRA) contracted to complete data analysis
  • After conducting an analysis of the impact of methodology (telephone, Internet, face-to-face), decision was made to combine all data for report
  • Data were weighted to reflect the 2004 visitor population by:
    • Market region (Atl Can, QC, ON, West.Can, US, Overseas)
    • Season of travel (Peak, Off-peak)
    • Mode of travel (Car, RV, Air)
    • Entry point (Amherst/Tidnish, Ferry, Airport)
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Party Size, by Mode of Travel

Average travel party size held steady from 2000

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Average Party Size, by Market Region

Size of travel party differed slightly by market regions

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Age Groups Represented Within Party

Overall, parties had an older age profile compared with 2000

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Average Length of Stay, by Mode of Travel

Average number of nights by mode of travel dipped slightly in 2004; overall length of stay showed no change due to increase in air visitation

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Average Length of Stay, by Market Region

On average, visitors from Western Canada and Overseas stay the most number of nights in the province.

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Main Reason for Visiting NS (excl. Atl Can)

General pleasure and recreation i#1 reason stated to visit Nova Scotia

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General Pleasure and Recreation Travelers, by Market Region

US and Overseas visitor more likely than other groups to state that they are traveling for general pleasure and recreation.

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Travelers Visiting Friends and Relatives, by Market Region

An opportunity to visit friends and family is the second most common reason stated for visiting the province

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Activity Participation in 2004

Leisurely walking/hiking most common activity reported by visitors in 2004

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*average expenditure excluding any air or ferry costs

  • On average, pleasure travellers spend the most while in the province.
  • VFR (Visiting Friends and Relatives) expenditures have increased since 2000.
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Average Party Expenditures, by Market Region

Western Canada and Other US stay longer and spend more

*average expenditure excluding any air and ferry costs

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Household Income, by Market Region

Visitors from US markets more likely to report high household incomes

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