Overseas visitors quantitative research 2008 09
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Overseas Visitors Quantitative Research 2008/09. Introduction. This report presents the findings for the Overseas Visitor Survey for Fáilte Ireland and Horse Racing Ireland. Fieldwork began in June 2008 and concluded in May 2009.

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Introduction l.jpg
Introduction

  • This report presents the findings for the Overseas Visitor Survey for Fáilte Ireland and Horse Racing Ireland. Fieldwork began in June 2008 and concluded in May 2009.

  • A detailed questionnaire was addressed to overseas visitors at race meetings and 638 interviews were completed in total.

  • Observation studies also recorded the number of Irish attendees to provide a representational context: Over 6,000 observation records were made in total.

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Key Objectives

  • The key objectives for the survey were as follows:

    • To accurately estimate the number of overseas visitors attending horse racing meetings in Ireland and their expenditure;

    • To establish the profile of these visitors in terms of their; country of residence, gender, age, socio-economic group and, their party size.

    • To determine the length of stay, accommodation usage and expenditure while in Ireland;

    • To establish which sources and quality of information prompted them to (a) visit Ireland and (b) attend the race meeting that they attended.

    • To gauge the likelihood of them attending future race meetings in Ireland.

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Methodology

  • A number of key considerations were taken into account to ensure the representativeness of the data produced.

  • In brief, these considerations are as follows:

    • As wide a representation of Irish race meetings as possible were included within the sampling frame, so as to minimize as far as possible statistical sampling error.

    • The specific race meetings selected for the survey were as representative as possible of the total Universe of race meetings in terms of Type of Meeting, Time of Day, Day of Week (incorporating festivals in appropriate proportions).

    • A distribution of race meetings across different months of the year was also incorporated to the schedule, particularly as the volume of overseas visitor to Ireland varies from month to month.

    • Controls were set within this overall sampling frame by individual race course, so as to ensure that those courses which hold more regular meetings are represented to a greater degree than those holding relatively irregular meetings.

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Methodology

  • Critically, the total Sample Universe was recruited to represent all attendees at Irish race meetings over the survey fieldwork period. The objective was to survey a representative sample of all such individuals as our starting point, with a representative sub-sample of non-Irish visitors emerging naturally from this total Sample Universe.

  • A systematic method of choosing respondents for interview at each individual race meeting was selected, referred to as the Very Next Person (VNP) technique. Interviewing was conducted at an agreed fixed point and the surveyor approached the very next person passing that point for interview.

    • If that person was identified as an Irish resident, their basic demographic details were recorded on a contact sheet.

    • If the person was a non-Irish visitor, the full interview was conducted.

  • During the later stages of the survey, this approach to recording Irish residents was revised to allow a short interview to be conducted with a small sample of respondents.

  • The overseas visitor dataset was weighted at analysis stage to reflect individual course attendance figures gathered by Horse Racing Ireland.

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Sampling StructureSpread Of Fieldwork

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Sampling StructureSpread Of Fieldwork

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Racecourse Attendees 2008/09Base: All observations and interviews (n=7,284)

Overseas Visitors

Irish Attendees

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Racecourse Attendees 2008/09: Overseas Visitors vs Irish Attendees

GENDER

Overseas Visitors

Base: 638

Irish Attendees

Base: 6,646

Female

Female

Male

Male

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Racecourse Attendees 2008/09: Overseas Visitors Vs Irish Attendees

AGE

Overseas Visitors

Base: 638

Irish Attendees

Base: 6,646

-24

25-44

45-64

65+

-29

30-44

45-59

60+

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Racecourse Attendees 2008/09: Overseas Visitors vs Irish Attendees

PARTY SIZE*

Overseas Visitors

Base: 638

Irish Attendees

Base: 6,646

1

2

3+

Reference only – Comparing slightly different questions:

Overseas Visitors – “How would you best describe the party you travelled with to Ireland this time?”

Irish Attendees – Observation: Party size.

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Racecourse Attendees 2008/09: Overseas Visitors vs Irish Attendees

Type of Meeting

Total Mixed

Total Flat

Total National Hunt

Total Festival

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Meeting Time

Meeting Day

Overseas Visitors

Base: 638

Irish Attendees

Base: 6,646

Overseas visitors

Base: 638

Irish Attendees

Base: 6,646

Mon-Wed

Thurs-Sun

Afternoon

Evening

Racecourse Attendees 2008/09: Overseas Visitors vs Irish Attendees

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Racecourse Attendees 2008/09: Overseas Visitors vs Irish Attendees

Course Region

Overseas visitors

Base: 638

Irish Attendees

Base: 6,646

Dublin

Rest of Leinster

Munster

Connacht/Ulster

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Estimated No. of Racecourse Attendances 2008/09

Attendances by

Overseas Visitors

(9%)

Attendances by

Irish Attendees

(91%)

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Total: 1,303,835 attendances

Attendance Figures Source: Horse Racing Ireland



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ResidenceBase: 737 (March ’09 – May ’09)

Northern Ireland

Rep. of Ireland

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Q. Do you live in ROI or NI?

(*This question was added to survey in March ’09)


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TOTAL

RESIDENCE

Yes

ROI

NI

Base:

737

646

91

Don’t know

%

%

%

Yes

13

9

42

No

82

88

37

Don’t know

5

2

21

No

Nights Away From HomeBase: 737 (March ’09 – May ’09)

Q. Have you or do you intend to spend one or more nights away from home either before or after this race meeting?

(*This question was added to survey in March ’09)

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Class

Age

Gender

-34

35-54

55+

ABC1

C2DE

F

Male

Female

Sample Profile: Overseas VisitorsBase: All Overseas Visitors (n=638)

Overseas visitors are predominantly Male, 40+ and middle class

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Sample Profile: Month of AttendanceBase: All Overseas Visitors (n=638)

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Weighted Sample Profile: Type of MeetingBase: All Overseas Visitors (n=638)

TOTAL MIXED

Festival Mixed

TOTAL FLAT

Festival Flat

TOTAL NATIONAL HUNT

Festival National Hunt

TOTAL FESTIVAL

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%

Spain 2

Taiwan 1

Sweden 1

Mexico 1

Japan 1

Canada 1

Italy 1

Switzerland 1

New Zealand 1

Denmark 1

(All others less than 0.5%)

Sample Profile: Country of ResidenceBase: All Overseas Visitors (n=638)

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Info. Used Before Trip

Info. Used During Trip

Planning the TripBase: Overseas Visitors (n=638)

Q.2 And before you actually came to Ireland, which of these sources of information, if any, did you use at all in considering or planning this trip?

Q.3 And since you arrived in Ireland, which of the following sources of information, if any, have you used to help you plan your trip?

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Information Sources Used Before TripBase: Overseas Visitors (n=638)

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Information Sources Used During TripBase: Overseas Visitors (n=638)

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Time Spent So Far

Total Planned Duration

Less than 24 hours

1– 3 days

4 – 6 days

At least a week

At least two weeks

More than two weeks

Mean (days):

5.0

8.9

Time Spent in IrelandBase: Overseas Visitors (n=638)

Q.4a How much time have you spent in Ireland so far on this trip?

Q.4b And what is the total planned duration of your current trip to Ireland – from the time you arrived to the time you return home?

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Time in Ireland so far on this tripBase: Overseas Visitors (n=638)

Country of Residence

TOTAL

USA

Others

Any Britain

Less than 24 hours

1– 3 days

4 – 6 days

At least a week

At least two weeks

More than two weeks

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Total Trip DurationBase: Overseas Visitors (n=638)

Country of Residence

TOTAL

USA

Others

Any Britain

Less than 24 hours

1– 3 days

4 – 6 days

At least a week

At least two weeks

More than two weeks

Don’t know

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British considerably more likely to be on short breaks


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On Package/Inclusive or Independent TripBase: Overseas Visitors (n=638)

Package

Independent

Q.12 Are you travelling on a package/inclusive trip, that is, a trip where an inclusive price for fares to/from Ireland and at least one other element, such as accommodation, car hire, etc. was paid fully or partly in advance?"

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On Package/Inclusive Base: All Overseas Visitors (n=638)

MONTH:

COUNTRY:

TOTAL PLANNED DURATION:

REASON FOR VISIT:

COURSE REGION:

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Reasons for Visiting IrelandBase: All Overseas Visitors (n=638)

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Q.5 And which of these was the primary reason for this trip to Ireland?


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Reasons for Visiting IrelandBase: All Overseas Visitors (n=638)

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Reasons for Visiting Ireland for Race MeetingBase: All for whom race meeting(s) is primary reason for trip (n=161)

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Q.6 And which of these best describes the reason you visited Ireland to attend a race meeting/meetings?


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Professional Interest or Stake in IndustryBase: All Overseas Visitors (n=638)

Yes

No

Q.7a And do you or any of your travelling party have a professional interest or stake in the horse racing industry?

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Professional Interest or Stake in IndustryBase: All Overseas Visitors (n=638)

MONTH:

COUNTRY:

COURSE REGION:

GENDER:

AGE:

TYPE OF MEETING:

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Influenced to Make This Trip By Stake in IndustryBase: All have professional interest in industry (n=117)

No influence

Minor influence

Strong influence

Q.7b And did the fact that you or someone in your party had such a stake or interest in the industry have a strong influence, a minor influence, or no influence at all on your decision to make this trip to Ireland?

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At Current Race Course

In Total

1

2

3

4

5

Don’t know

No. of Days Racing on Current TripBase: Overseas Visitors (n=638)

Q.8 How many days of racing will you attend at this particular race course during your current trip to Ireland?

Q.9 And in total how many days of racing will you attend in Ireland during your current trip, including any days spent at this race course?

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Total No. Days Racing on Current Trip – Mean Score (days)Base: Overseas Visitors (n=638)

REASON FOR VISIT:

COURSE REGION:

TYPE OF MEETING:

MONTH:

COUNTRY:

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Those who attend most days racing on any trip are from the USA, travel specifically for racing and attend in the spring.


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Information Sources on Race MeetingBase: Overseas Visitors (n=638)

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Q.10 Thinking specifically of your visit to this race meeting, which of the following sources of information did you use in finding out about it?


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Likelihood of Attending Future Race Meetings in IrelandBase: Overseas Visitors (n=638)

Reasons for Visit

Total

To Attend a Race Meeting(s)

Other Reason

Very likely

Quite likely

Neither likely nor unlikely

Quite unlikely

Very unlikely

Don’t know

68%

Of those who didn’t visit Ireland primarily for racing, two-thirds (68%) are likely to attend a race meeting in Ireland in the future.

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Q.11 Do you feel you are likely or unlikely to attend any more horse racing meetings during further trips to Ireland over the next three years or so?


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Likelihood of Attending Future Race Meetings in IrelandBase: Overseas Visitors (n=638)

TOTAL PLANNED

DURATION:

COURSE REGION:

TYPE OF MEETING:

MONTH:

COUNTRY:

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Those most likely to attend in future are British, visited in the Spring on short breaks and attended in Rest of Leinster.



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No. Adults/Children in GroupBase: Overseas Visitors (n=638)

Adults

Children

0

1

2

3/4

5-10

11+

0

1

2+

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Q.13 How would you best describe the party you travelled with to Ireland for this trip?


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Accommodation Types UsedBase: Overseas Visitors (n=638)

1 in 3 stay in top grade hotel

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Q.14 And what type/types of accommodation did you decide to stay in during this trip to Ireland?


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Accommodation Types Used IBase: Overseas Visitors (n=638)

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Top grade hotel users are mainly from UK, on short breaks, visiting in Spring and Autumn.


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Accommodation Types Used IIBase: Overseas Visitors (n=638)

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Top grade hotel users are more likely to have visited for the racing and attended in Rest of Leinster and Munster.


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Holiday ActivitiesBase: 118 (March ’09 – May ’09* Overseas Visitors)

All others 2% or less

Q.17 Besides visiting horse racing meetings, which of the following have you done or do you intend to do while on this holiday?

*This question was added to survey in March ‘09

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Total

Adults

Children

0

1

2

3/4

5+

0

1

2

3/4

5+

0

1

2+

How Many Adults/Children Covered By ExpenditureBase: Overseas Visitors (n=638)

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Q.15a Firstly, how many adults aged 15 years and older, including yourself, will be covered by your expenditure on this trip?

Q.15b And how many children aged less than 15 years will be covered by your expenditure on this trip?


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Average Spend at end of trip (€) – per total number of adults and children covered by expenditure

To estimate annual expenditure is respondents’ spend is divided by the number of adults and children covered by that expenditure. This chart presents this calculation of average per capita spend by key sub sample groups.

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Estimated Annual Value of Trip Overseas Race Meeting Visitor to the Irish Economy

  • There were 1,303,835 daily attendances across all Irish racecourse meetings over the twelve month period June 2008 – May 2009.

  • Of these attendances, an estimated 123,129 were accounted for by overseas visitors.

  • On the basis that the average overseas racecourse meeting visitor will attend 1.8 days of racing during their trip to Ireland, we have an estimated 68,405 overseas visitors to Ireland each year who attend at least one race meeting during their trip here.

  • When average spend is calculated by individual overseas visitors including the number of adults and children covered (avg. €980) the estimated annual expenditure is €67,036,900.

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Summary & Conclusions to the Irish Economy

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Summary & Conclusions to the Irish Economy

  • Overseas visitors comprised 9% of total attendees at Irish Race meetings during 2008/09. This translates to approximately 123,000 attendances from June 2008 to May 2009, with the average overseas racecourse visitor attending 1.8 days of racing during his/her 9 day trip to Ireland.

  • Overseas visitors are very similar to Irish attendees in terms of age and gender. They have a slightly greater propensity to attend festivals.

  • Three quarters of overseas visitors come from either the UK (60%) or the USA (14%).

  • Over half attend racecourses in Dublin (14%) or the Rest of Leinster (38%).

  • 85% are independent travellers.

  • Overseas racecourse visitors typically travel to Ireland in pairs or in small groups (average group size is four adults). There are rarely children in the groups.

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Summary & Conclusions to the Irish Economy

  • Personal advice and internet research dominate the sources of information used both before and during trips.

    • Over 1 in 10 use the Horse Racing Ireland website (13%) and the Discover Ireland website (14%).

  • Word of mouth is the critical source (61%) of information on the race meetings themselves. However, about 1 in 4 receive their information on the race meetings from a website.

  • Overseas racecourse visitors typically spend a second day at a race meeting during their trip and visit a racecourse about halfway into their holiday. Those who attend the most days of racing on their visits are likely to be from the USA, visit in the Spring and often attend in Munster.

  • The total average planned duration of the visit to Ireland is about a week and a half. However, British visitors are far more likely to be on short breaks.

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Summary & Conclusions to the Irish Economy

  • About 1 in 4 overseas visitors claim attending a race meeting was the primary reason for their trip. However, half of all overseas visitors now claim they are very likely to attend horserace meetings during further trips to Ireland.

    • Of those who didn’t visit Ireland primarily for racing, two thirds (68%) now claim they are likely to attend a race meeting in Ireland in the future.

  • Those most likely to attend a race meeting in Ireland in the future are: British; visit in the Spring; are on short breaks; and attended course in the Rest of Leinster.

  • While the most used accommodation type is private homes with friends/family, close to 1 in 3 overseas visitors stay in top grade hotels.

    • These hotel users are mainly from the UK, on short breaks, visit in the Spring and Autumn, and have visited principally to attend race meetings.

  • The average total trip expenditure by the overseas racecourse visitor (excluding cost of travel) is just over €2,000 between roughly 2.5 people. The highest spenders specifically visit to attend race meetings, often festivals, and most regularly at courses in the Rest of Leinster.

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Summary & Conclusions to the Irish Economy

  • On the basis that the average overseas racecourse meeting visitor will attend 1.8 days of racing during their trip to Ireland, we have an estimated 68,405 overseas visitors to Ireland each year who attend at least one race meeting during their trip here. When average spend is calculated by individual overseas visitors (avg €2,028) the estimated annual expenditure is €138,725,000. When calculated by the number of adults and children covered by expenditure (avg €980) the estimated annual expenditure is €67,036,900.

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Appendix to the Irish Economy

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Overseas Visitors Profile x Region to the Irish Economy

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Planning the Trip: to the Irish EconomyInfo Used During Trip x Info Used Before Trip

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Thank you to the Irish Economy

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