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Yukon Visitor Tracking Program Summer 2012 Visitor Survey DRAFT Key Yukon Findings. Presented to TIAY AGM May 3, 2013. Box 2180 Marsh Lake, Yukon 867.660-4600. In collaboration with: Advanced Analytics – Dr. Rick Pollack Arizona State University - Dr. Tim Tyrell McDowell Group - Alaska.

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yukon visitor tracking program summer 2012 visitor survey draft key yukon findings

Yukon Visitor Tracking ProgramSummer 2012 Visitor Survey DRAFT Key Yukon Findings

Presented to TIAY AGM

May 3, 2013

Box 2180

Marsh Lake, Yukon

867.660-4600

In collaboration with:

Advanced Analytics – Dr. Rick Pollack

Arizona State University - Dr. Tim Tyrell

McDowell Group - Alaska

background and process
Background and Process
  • Why we did the study
  • Who responded to the survey
  • What are the results – Some Key Findings

Draft 2012 Key Yukon Findings - Summer 2012

goals objectives
Goals/Objectives
  • Primary Goal: To develop a sustainable system to monitor visitors behaviour and volumes
  • Objectives:
    • Conduct a survey of visitors exploring options to reduce survey costs while having the ability to compile representative and accurate findings.
    • Create a volume estimation tool that can be used with minimum costs.

Draft 2012 Key Yukon Findings - Summer 2012

slide4

Merging low cost and representative sample

Normal weighting : Exit/Entrance Point and Mode of Transportation weights

Requires Normal weighting : (Exit/Entrance Point and Mode of Transportation) PLUS

Activity Indicators weights, sample source, and country of origin.

Paper

Traditional Sample

Convenience Tablets

Inquirers

Contest

Industry

Random/Representative Sample

Convenience Sample

Least Accurate  Most Accurate

Draft 2012 Key Yukon Findings - Summer 2012

slide5

Traditional Exit Study Interviews

Convenience Study Interviews

final summer sample
Final Summer Sample

Total Final Sample – Summer Main survey = 3,844

Margin of Error on Total = +/- 1.57

Data Collection for travel months June 1 to Sept. 30, 2012

Draft 2012 Key Yukon Findings - Summer 2012

visitor volumetrics
Visitor Volumetrics

+25%

The tourism pie got bigger! (63,390 more visitors than in 2004)

+21%

+26%

Draft 2012 Key Yukon Findings - Summer 2012

visitor volume growth
Visitor Volume Growth

Draft 2012 Key Yukon Findings - Summer 2012

purpose of trip
Purpose of Trip

Draft 2012 Key Yukon Findings - Summer 2012

purpose of trip1
Purpose of Trip

2004 = 7% Business

Draft 2012 Key Yukon Findings - Summer 2012

purpose of trip among business travellers
Purpose of Trip – Among Business Travellers

Draft 2012 Key Yukon Findings - Summer 2012

purpose of trip among leisure travellers
Purpose of Trip – Among Leisure Travellers

2004 = 6% VFR, 6% Wilderness

Draft 2012 Key Yukon Findings - Summer 2012

trip profile accommodations
Trip Profile - Accommodations

2004 = 40% Hotel, 24% RV/commercial campground, 13% gov’t cg,

4% Friends/Family

Draft 2012 Key Yukon Findings - Summer 2012

trip profile length of stay
Trip Profile – Length of Stay

Avg in 2004 = 5.5 nights

2004 – used nights rather than days…

2004 - 24% day trips vs. 16% in 2012 (but 10% in 1999)

- 30% 1 – 2 Nights (24% in 2012)

- 34% 3 – 7 nights (35% in 2012)

- 12% 8+ nights (25% in 2012)

Overall drop in day trip and 1 – 2 night trips, increase in 8+ night trips

trip profile party size
Trip Profile – Party Size

2004 – average = 2.3 person

Draft 2012 Key Yukon Findings - Summer 2012

trip profile activities
Trip Profile – Activities

2004 = Natural attractions = 58%, Shopping = 64%,

Man-made attractions = 58%

Draft 2012 Key Yukon Findings - Summer 2012

transportation
Transportation

Draft 2012 Key Yukon Findings - Summer 2012

transportation personal vehicle
Transportation – Personal Vehicle

2004 – 70% Car/Truck/Van/Motorcycle, 30% RV/Camper

Draft 2012 Key Yukon Findings - Summer 2012

spending changes
Spending changes
  • 2004 Exit Study data reported $75.8 M total spend. That is $87.2M adjusted for inflation.
  • Based on the inflation adjustment for 2004, spending is up $25.8M compared to 2004. A 29% increase
  • A rough comparison on $ per person per day spending suggests a drop from 2004.
  • NOTE: spending questions in 2012 were more detailed and more likely to increase recall of spending. Survey was also post-trip, after all bills and total expenses could be recalled.

Draft 2012 Key Yukon Findings - Summer 2012

spending y ukon related spending
Spending – Yukon Related Spending
  • All Yukon related activities, including Pre-Trip Purchases of Hotels, Guided Tour or Activity, Yukon Rental Car or RV plus In Yukon purchases exclude all pre-trip spending, but include spending in the Yukon on Accommodations, Rental Vehicles, Groceries, Alcohol, Meals, Souvenirs/Arts and Crafts, Outdoor Activities, Organized Day tours, Admissions, Entertainment, Gasoline/fuel, Vehicle repair, Local Transportation, Other, plus pre-trip spending on non-cruise (airline) packages and shore excursions.

Most similar to past studies and best fit for Yukon spend

$64

Per Person Per Day

$112,440,000 Total Spend

Draft 2012 Key Yukon Findings - Summer 2012

other spending
Other Spending

$10

Per Person Per Day

Pre-trip = purchases of hotels, guided tours or activities, Yukon rental car/RV/

In Yukon purchases exclude all pre-trip spending, but include spending in the Yukon on Accommodations, Rental Vehicles, Groceries, Alcohol, Meals, Souvenirs/Arts and Crafts, Outdoor Activities, Organized Day tours, Admissions, Entertainment, Gasoline/fuel, Vehicle repair, Local Transportation, Other

Packages = pre-trip spending on non-cruise (airline) packages and shore excursions.

Transportation = cruise, airline tickets, non-Yukon vehicle rentals

yukon spend
Yukon Spend

Draft 2012 Key Yukon Findings - Summer 2012

yukon spend person per day
Yukon Spend – Person per day

Draft 2012 Key Yukon Findings - Summer 2012

33 gender male female
33. Gender: Male, Female?

Demographics

2004 = female 47%, 53% male

Draft 2012 Key Yukon Findings - Summer 2012

demographics
Demographics

Avg. = 52.6 years

Median = 52

Draft 2012 Key Yukon Findings - Summer 2012

motivations lifestyle
Motivations/Lifestyle

2004 – No = 65%, Yes = 35%

Draft 2012 Key Yukon Findings - Summer 2012

motivations lifestyle eq
Motivations/Lifestyle - EQ

Draft 2012 Key Yukon Findings - Summer 2012

motivations lifestyle eq1
Motivations/Lifestyle - EQ

Draft 2012 Key Yukon Findings - Summer 2012

importance satisfaction top ratings
Importance & Satisfaction – Top Ratings

Draft 2012 Key Yukon Findings - Summer 2012

importance satisfaction continued
Importance & Satisfaction – continued..

Draft 2012 Key Yukon Findings - Summer 2012

satisfaction visit again
Satisfaction – Visit Again

2004 – yes = 61%

Draft 2012 Key Yukon Findings - Summer 2012

satisfaction refer
Satisfaction – Refer

Draft 2012 Key Yukon Findings - Summer 2012

pre trip planning booking
Pre-Trip Planning (Booking)

Mean/Avg. = 6.5 months

summary
Summary
  • What we have learned so far…
    • Visitor Volume is up 25%
    • Visitor Spending is up 29%
    • Highlights :
      • Increases experienced in:
        • Length of stay
        • Visitors Arriving by Air
        • Party Size
        • Canadian visitors (and Overseas)
      • Decreases experienced in:
        • Spending per person per day
      • Strong satisfaction rating
      • Strong interest in visiting again and referring the destination

Draft 2012 Key Yukon Findings - Summer 2012

next steps
Next Steps
  • Continued cross check with 2004 data
  • Compilation of Map/Pathway data
  • Preparation of Main Summer Report (summary and detailed)
  • Distribution of Summer Reports on Origin/ markets, Mode of Transportation, Key Activities, EQ Segments, Pathways, Trip Purpose and planning ,etc.
  • Collection, weighting, analysis and reporting of Winter Survey

Draft 2012 Key Yukon Findings - Summer 2012

industry supporters
Industry Supporters

THANKS TO:

  • Air North
  • Westmark Hotels
  • High Country Inn (Coast High Country)
  • Gold Rush Hotel
  • North of Ordinary
  • Many other tourism operators too numerous to mention!

Draft 2012 Key Yukon Findings - Summer 2012