1 / 54

PORTRUSH VISITOR SURVEY 2013

PORTRUSH VISITOR SURVEY 2013. Background.

taro
Download Presentation

PORTRUSH VISITOR SURVEY 2013

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. PORTRUSH VISITOR SURVEY 2013

  2. Background • Coleraine Borough Council is currently implementing the ‘Portrush Regeneration Strategy Western Peninsula’ (PRS) document. As part of this process, the Council wished to undertake research to establish a robust set of key performance indicators to create a comprehensive and representative baseline with which to evaluate the vitality and vibrancy of Portrush. • The research will be used: • To measure progress and perceptions over time in implementing the Portrush Regeneration Strategy (PRS) alongside a series of other complementary key performance indicators. • To assess the town’s performance as a strategic tourism and leisure destination and to identify opportunities to enhance that function.

  3. Background • The marketing research programme therefore constitutes a significant proportion of the baseline assessment and was designed to:  • Establish a viable comprehensive baseline dataset reflecting visitors’ views and opinions on their immediate experiences and perceptions of Portrush. • Conduct face to face fieldwork at a peak period during the high tourism season. • Employ the appropriate methodology to ensure confidence in the resulting data trends over time. • The sample size and methodology should ensure the visitor population to Portrush is adequately represented.

  4. Research Method • Fieldwork was carried out face to face at a series of pre agreed sampling points within Portrush town centre • The survey was administered using a questionnaire agreed in advance with the Council and based on previous surveys to ensure direct comparability • The achieved sample was 500 including 125 residents and 375 visitors • Interviewing took place between 7th July and 31st August 2013 • All interviewing was undertaken to the standards defined by the Market Research Society Code of Conduct and the Interviewer Quality Control Scheme

  5. Research Sample

  6. Research Sample

  7. Executive Summary RESIDENTS • Over half (55%) of residents have lived in the area for more than 30 years with only 10% less than 5 years • 4 in 10 residents surveyed (38%) walked into town while half (50%) took their car • Shopping (38%) was the main reason for residents to be in town followed by leisure and recreation (22%) • Almost two thirds of residents (62%) visit the town at least 2-3 times a week with 33% visiting daily

  8. Executive Summary VISITORS • Over half (51%) of visitors were from the over 45 age group – a drop from 62% in 2012 • The vast majority travelled to Portrush by car (79%) with just under 1 in 5 (19%) using public transport (train or bus) • Only 3% of those visitors surveyed were 1st time visitors • Almost two thirds of visitors (64%) come to Portrush at least twice a year and 82% at least once a year

  9. Executive Summary VISITORS • Day trips accounted for 57% of visitors with 14% on a short break (3 nights or less) and 20% for a longer break (more than 3 nights) • Of those staying overnight, 46% stayed in a hotel, guesthouse, B&B or Self Catering unit • Most visitors (88%) were from Northern Ireland – a decrease from 95% in 2012 • Portrush is most associated by visitors as a place to spend time outdoors (62%)

  10. Executive Summary VISITORS & RESIDENTS Likes and Dislikes • Beaches (45%) remain the thing people like most about Portrush followed by the sea and the scenery • The thing most disliked about Portrush is a perceived need to modernise the town centre (23%) which has replaced derelict buildings as the main issue in the past Attitudes to Portrush • 2013 has seen consistent increases in people’s attitudes to the town with at least nine out of ten respondents agreeing that it has great potential, is a great place to visit, and has a wide range of things to see and do • Against this 94% believe it needs to modernise, and 84% that it is a bit run down, however, this is counter balanced by the fact that 89% believe a lot of progress has been made over the past few years in this regard

  11. Executive Summary VISITORS & RESIDENTS Rating of Portrush • The average rating of Portrush has increased substantially since the last survey with the natural environment, night life, welcome given to tourists and visitor information in particular performing very well • Other aspects such as cleanliness and personal safety have also seen an improvement  Improvements • Shops, more quality accommodation, car parking and expanded harbour/marina facilities are the aspects that people believe would improve Portrush

  12. Executive Summary VISITORS & RESIDENTS Recommending Portrush • 99% of respondents in 2013 would recommend Portrush as a place to visit compared to 91% in 2012 and 87% in 2011 • Beaches (78%), outdoor pursuits (60%), natural beauty (56%) and good restaurants (43%) would be the main influences on people recommending Portrush Awareness of Improvements • The number of people aware of the recent improvements now stands at 91% having risen from 73% in 2012 and 53% in 2010, with the East Strand and Arcadia the most mentioned • Almost all (99%) believe that these changes have improved Portrush

  13. Resident Survey Base = 125 residents

  14. Resident SurveyBase = 125 residents

  15. Resident SurveyBase = 125 residents

  16. Resident SurveyBase = 125 residents

  17. Visitor SurveyBase = 375 Visitors

  18. Visitor SurveyBase = 375 Visitors

  19. Visitor SurveyBase = 375 Visitors

  20. Visitor SurveyBase = 375 Visitors

  21. Visitor SurveyBase = 375 Visitors

  22. Visitor SurveyBase = Overnight Visitors

  23. Visitor SurveyBase = Holiday Home Owners

  24. Visitor Survey Base = All Overnight Visitors

  25. Visitor SurveyBase = All Staying Outside Portrush

  26. Visitor Survey Base = 375 Visitors

  27. Visitor Survey Base = Visitors from NI

  28. Visitor Survey Base = Visitors from ROI

  29. Visitor Survey Base = 375 Visitors

  30. Visitor Survey Base = 375 Visitors How many of the following are with you today...

  31. Visitor Survey Base = 375 Visitors How much did/will you spend as part of your trip on...

  32. Visitors & Residents Base = 500

  33. Visitors & ResidentsBase = 500

  34. Visitors & ResidentsBase = 500

  35. Visitors & ResidentsBase = 500

  36. Visitors & ResidentsBase = 500

  37. Visitors & ResidentsBase = 500

  38. Visitors & ResidentsBase = 500

  39. Visitors & ResidentsBase = 500

  40. Visitors & ResidentsBase = 500

  41. Visitors & ResidentsBase = 500

  42. Visitors & ResidentsBase = 500

  43. Visitors & ResidentsBase = 500

  44. Visitors & ResidentsBase = 500

  45. Visitors & ResidentsBase = 500

  46. Visitors & ResidentsBase = 500

  47. Visitors & ResidentsBase = 500

  48. Visitors & ResidentsBase = 500

  49. Visitors & ResidentsBase = 500

  50. Visitors & ResidentsBase = 500

More Related