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DYFI VALLEY PILOT VISITOR SURVEY 2002. Presentation to Dyfi Eco Valley Partnership November 2002. STRUCTURE OF PRESENTATION. INTRODUCTION RESEARCH FINDINGS - Profile of Visitors - Profile of Visits - Reasons for Visit and Previous Visits - Facilities Used - Information Sources

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dyfi valley pilot visitor survey 2002

DYFI VALLEY PILOT VISITOR SURVEY 2002

Presentation to Dyfi Eco Valley Partnership

November 2002

structure of presentation
STRUCTURE OF PRESENTATION
  • INTRODUCTION
  • RESEARCH FINDINGS

- Profile of Visitors

- Profile of Visits

- Reasons for Visit and Previous Visits

- Facilities Used

- Information Sources

- Enjoyment of Visit

- Perceptions of Dyfi Valley

- Likelihood of Revisiting

- The Environmental Visitor Centre

  • SUMMARY AND CONCLUSIONS
background objectives
BACKGROUND & OBJECTIVES
  • In 2002, pilot research commissioned to obtain information about visitors to the Dyfi Valley
  • Purpose of survey: to give a picture of the profile, behaviour, characteristics & perceptions of visitors to the Dyfi Valley and to evaluate support for the proposed environmental Visitor Centre
methodology
METHODOLOGY
  • Quantitative study involving two surveys:

Street Survey

  • A face-to-face street survey with a random sample of 300 visitors
  • Two sampling points – Aberdyfi (200 interviews) & Machynlleth (100 interviews)
  • Respondents aged 16 years and over
  • Residents & those working in the area excluded
methodology continued
METHODOLOGY continued
  • Visitors interviewed over cross-section of days of week
  • Interviews 10 minutes duration
  • Fieldwork conducted 18 October – 4 November 2002
methodology continued1
METHODOLOGY continued

Self-completion survey with interviewer accompaniment

  • 3,000 self-completion questionnaires distributed to 11 outlets
  • Poor response (7%) most likely due to time of year (maybe staff encouragement as well?)
  • Fieldwork took place 18 October - 6 November
  • Future recommendation would be just a face-to-face survey, if budget allows
methodology continued2
METHODOLOGY continued
  • Breakdown of response by outlet:

- Centre for Alternative Technology (35 out of 450 - 8%)

- Corris Craft Centre (37 out of 400 – 9%)

- Celtica (24 out of 200 – 12%)

- Talyllyn Railway (2 out of 200 – 1%)

- Timberkits (26 out of 200 – 13%)

- Bro Dyfi Leisure Centre (4 out of 200 – 2%)

- Tabernacl and Museum of Modern Art (28 out of 200 – 14%)

- Beiciau Madium Quads (14 out of 200 – 7%)

- Trefeddian Hotel (45 out of 200 – 23%)

- 0% response at Co-op & Aberdyfi Tourist Information Centre

slide11

Profile of Sample

%

BASE: all respondents (300)

slide12

SOCIAL OCCUPATION CLASSIFICATION

(outlet survey)

%

BASE: outlet (219)

slide13

HOME LOCATION

%

BASE: all respondents (street : 300, outlet : 219)

slide14

HOME LOCATION OF VISITORS FROM ENGLAND

%

BASE: respondents from England (street :198, outlet: 147)

slide15

HOME LOCATION OF VISITORS FROM WALES

%

BASE: respondents from Wales (street: 64, outlet: 59)

slide17

Q3) MAIN PURPOSE OF VISIT

%

Not surprisingly, those from further a field more likely to be staying away from home. Day trippers more local and from lower socio-economic grades.

BASE: respondents from England (street :300, outlet: 219)

slide18

Q4) WHETHER VISITORS STAYING IN OR AROUND THE DYFI VALLEY%

BASE: those respondents not on a daytrip (Street: 262, Outlet: 192)

slide19

Q5) WHERE VISITORS STAYING

%

BASE: those respondents staying in or around the Dyfi Valley (street: 229, outlet: 143)

slide20

Q6) TYPE OF ACCOMMODATION USED%

Lower social grades most likely to stay in caravans higher grades in holiday flat/cottages

BASE: those respondents staying in or around the Dyfi Valley (Street: 229, Outlet: 143)

slide21

Q7) LENGTH OF STAY (NIGHTS)

%

Average number of nights = 5

BASE: those respondents staying in or around the Dyfi Valley (Street: 229, Outlet: 143)

slide22

Q8) LENGTH OF TIME IN DYFI VALLEY– DAY VISITORS%

Younger visitors (16-34 yrs) likely to stay longer

BASE: those respondents on a day trip or not staying in the Dyfi Valley (Street: 71, Outlet: 69)

slide23

Q9) MAIN METHOD OF TRANSPORT

%

Younger visitors (16 –24 yrs) more likely to use public transport

BASE: all respondents (Street: 300, Outlet: 219)

slide24

Q10) PARTY COMPOSITION

%

BASE: all respondents (Street: 300, Outlet: 219)

slide25

Q12) NUMBER OF PEOPLE IN PERSONAL GROUP

%

BASE: All respondents (Street: 300, Outlet: 219)

slide26

Q13) NUMBER OF CHILDREN AGED 15 OR UNDER IN PERSONAL GROUP

%

BASE: All respondents (Street: 300, Outlet: 219)

slide28

Q2 REASONS FOR VISIT

%

BASE: all respondents (Street: 300, Outlet: 219)

slide29

Q1) FREQUENCY OF VISITING

%

1st time visitors most likely to be young (16-24 yrs)

BASE: all respondents (street: 300, self-completion:219)

slide31

Q14) FACILITIES USED/LIKELY TO USE

(street survey only)

%

BASE: all respondents (300)

slide33

Q22) INFORMATION SOURCE PRIOR TO VISITING

%

BASE: all respondents (street: 300, self-completion:219)

slide34

Q23) PREFERRED SOURCE OF INFORMATION

%

BASE: all respondents (street: 300, self-completion:219)

slide36

Q14 & 15) ENJOYMENT OF VISIT%

BASE: all respondents (street: 300, self-completion:219)

slide37

Q15&16) MAIN REASON FOR ENJOYMENT

%

BASE: respondents who enjoyed visit (street:290, outlet:214)

slide38

Q16&17) MOST ENJOYABLE ASPECTS OF VISIT

%

BASE: all respondents (street:300, outlet:219)

slide39

Q17&18) LEAST ENJOYABLE ASPECTS OF VISIT

%

BASE: all respondents (street:300, outlet:219)

slide41

Q20 &21) ATTITUDES & PERCEPTIONS %

Higher disagreement for street & younger visitors

Higher agreement amongst younger visitors

Higher agreement for street

BASE: all respondents (519)

slide42

Q21) SUGGESTIONS FOR IMPROVEMENT

(outlet survey)

%

BASE: all respondents (219)

slide44

Q18&19) LIKELIHOOD OF REVISITING %

Likelihood is highest for those residing in Wales and visitors aged 35+

BASE: all respondents (street:300, outlet:219)

slide45

Q19 &20) LIKELY RETURN VISIT

%

Visitors aged 35+, those from lower social grades and Wales likely to return sooner

BASE: respondents who are likely to revisit (street:294, outlet:208)

slide50

Q26) LIKELIHOOD OF VISITING THE CENTRE

Interest very high overall, however younger respondents & ABC1s most likely to visit

BASE: all respondents (300)

slide51

Q27) HOW MUCH VISITORS PREPARED TO PAY

%

Those from higher socio-economic grades prepared to pay more

BASE: all respondents (300)

summary and conclusions
SUMMARY AND CONCLUSIONS
  • Profile of visitors to the Dyfi Valley markedly:
    • Upmarket 73% ABC1
    • Middle age range (56% 35-54 yrs)
  • Visitors mainly from England (esp. Midlands)
  • Encouragingly, around three quarters staying away from home (for average of 5 nights) & most staying in or around the Dyfi Valley
  • Most family groups (outlet) & couples (street)
summary and conclusions continued
SUMMARY AND CONCLUSIONS (Continued)
  • Very high level of repeat visiting & top reason for visit was previous visit
  • Favourite activities cited: attractions, beach, walking & shops
  • Turning to information sources, Internet preferred by most, after TIC, however not reflected in usage – limited internet sources?
summary and conclusions continued1
SUMMARY AND CONCLUSIONS (Continued)
  • Overall perceptions/opinions extremely positive:
    • 96/98% found visit enjoyable (78% very enjoyable)
    • 95/98% likely to revisit (& most next year)
    • 94% disagreeing the Dyfi Valley is boring
    • 96% agreeing it’s a place families can enjoy
  • Visitors especially like the scenery, peace and relaxation
  • Some areas for improvement evident:
    • Attractions to be open longer (minority)
    • Nothing to do if it rains (one in five)
    • One in five disagreed there’s something for everyone
    • Higher criticism by younger visitors apparent (16-34 yrs)
summary and conclusions continued2
SUMMARY AND CONCLUSIONS (Continued)
  • The Environmental Visitor Centre – nearly all likely to visit (96%), especially appealing to younger visitors & ABC1s
  • Most willing to pay between £2 to £5