(www.regionalsurveys.co.nz) Simon Milne New Zealand Tourism - - PowerPoint PPT Presentation

PUHOI TO PAKIRI VISITOR SURVEY UPDATE (www.regionalsurveys.co.nz)

Simon Milne New Zealand Tourism Research Institute

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There are three partners in this research - all contributing time, money, energy and resources:

• New Zealand Tourism Research Institute (NZTRI) at AUT

University

• Steering Committee (10) each member represents a

funding organisation (various business groups) in the region

• Auckland Tourism, Events and Economic Development

Ltd (ATEED) - Auckland Council The Steering Committee and ATEED are looking to develop a five-year strategic tourism plan for the region. NZTRI is conducting this research to help inform the strategy.

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Visitor Survey Business Survey Community Survey Inform Strategic Plan Build Stakeholder Collaboration

The surveys were launched in August 2010 and will continue through to end of March 2011

The following findings are based on (as at 17 January 2011): 267 Visitor Survey responses 131 Business Survey responses 187 Community Survey responses

VISITOR SURVEY RESULTS

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Demographics – Visitors by age group

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Visitors

6 18 24 29 15 8 5 10 15 20 25 30 35 18-24 25-34 35-44 45-54 55-64 65+ Percent

Demographics – Gender

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Visitors

Male 27% Female 73%

Visitors’ average household income

Visitors

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4 5 16 14 19 23 10 9 5 10 15 20 25 Percent

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Visitors

64 33 18 11 5 3 2 1 10 20 30 40 50 60 70 With partner / spouse With friends With children With other family members By myself Other Business associates School group / student group Percent

Who visitors travel with to the region

Where visitors come from

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Outside NZ: Australia (n=12); UK (n=9); USA (n=9); Germany (n=2), ...

Visitors

70 16 4 3 2 2 1 1 10 20 30 40 50 60 70 80 Auckland Outside NZ Northland Bay of Plenty Wellington Waikato Canterbury Otago Percent

Where visitors come from – sample vs. Stats*

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Visitors

Split international / domestic:

Sample: 16 / 84 Stats: 19 / 81

Top 3 domestic origins:

Sample: Auckland 83%; Northland 5%; Bay of Plenty 3% Stats: Auckland 48%; Waikato 20%; Northland 9%

Top 3 international origins:

Sample: Australia 32%; UK 24%; USA 24% Stats: Australia 35%; UK 13%; USA 8%

*Stats: NZ Regional Forecasts for Auckland RTO (2009)

Length of stay

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Visitors

35 17 26 8 2 2 2 1 1 1 5 5 10 15 20 25 30 35 40 Day trip 1 night 2 nights 3 nights 4 nights 5 nights 6 nights 7 nights 8 nights 9 nights 10 nights+ Percent

Main reason for visiting the P2P area

Visitors

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32 26 22 8 8 2 1 5 10 15 20 25 30 35 Weekend trip Day trip Holiday Visiting friends and relatives Other Business Wedding Percent

Visited locations in the P2P area – including both day and overnight trips

Visitors

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61 34 27 25 25 22 21 14 11 11 10 9 8 7 7 6 5 5 5 5 4 2 2 10 20 30 40 50 60 70 Matakana Warkworth Puhoi Omaha Beach Snells Beach Leigh Goat Island Sandspit Pakiri Other Coastal Areas Tawharanui Regional Park Algies Bay Mahurangi West Regional Park Scandretts Regional Park Martins Bay Kawau Island Other islands in the region Mahurangi West Ti Point Mahurangi East Parry Kauri Park Te Araroa Walkway Rainbow's End Percent

Parry Kauri

Kawau Island Mahurangi West RP Mahurangi

Other Islands in the region Martins Bay

Scandretts RP

Goat Island 5% Pakiri 6%

Other coastal areas 8%

Leigh 11% Puhoi 10% Warkworth 14%

Matakana 28%

Snells Beach 18%

Omaha Beach 15%

Sandspit

Algies Bay

1% 2% 3% 4%

Ti Point

Te Araroa WW Tawharanui RP

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Overnight stays in the P2P area

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Visitors

Type of accommodation used

40 25 16 8 7 5 5 5 5 4 5 10 15 20 25 30 35 40 45 Percent

How did you find out about the P2P area prior to your visit

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Visitors

62 36 10 9 8 7 5 5 4 3 3 3 1 10 20 30 40 50 60 70

Been here before Word of mouth / recommendation Other internet / websites Magazine / Newspaper Other Matakana Coast Wine Country website Travel guide Matakana Village website Did not find out prior to my visit Matakana Coast Region tourism office / i-SITE Matakana Information Centre Website Warkworth Information Centre Website Other tourism office

Percent

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Visitors

Visitor ratings of aspects of the P2P area

4.8 4.6 4.6 4.5 4.4 4.3 4.2 4.0 4.0 4.0 3.9 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 4.6 4.8 5.0

Has beautiful natural attractions Is an enjoyable travel destination Has suitable accommodation Is safe Offers interesting cultural events Has good climate Good network of tourist information Offers interesting historical attractions Is an exciting travel destination Offers good value for money Has good shopping facilities

Mean

Scale: 1=Strongly disagree; 5=Strongly agree

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Visitors

Visitor satisfaction with Arts, Culture & Events activities

4.2 4.1 4.1 4.0 3.7 3.4 3.4 3.3 3.3 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4

Winery Visit / Wine Trail Farmers' Market Arts & Crafts Country Market Heritage Attractions, Museums & Galleries Visit of a Local Factory Brewery Visit Farm Visit Food & Wine Festival

Mean

Scale: 1=Very dissatisfied; 5=Very satisfied

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Visitors

Visitor Satisfaction with Nature Activities

4.3 4.1 3.8 3.4 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4

Parks & Gardens Marine Reserves Bird-Watching Dolphin & Whale-Watching

Mean

Scale: 1=Very dissatisfied; 5=Very satisfied

Visitors

Visitor satisfaction with Other activities

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3.8 3.8 3.7 3.4 3.3 3.2 3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9

Shopping Cinema Fine Dining Day Cruise Leisure Parks / Zoo Spa & Wellness

Mean

Scale: 1=Very dissatisfied; 5=Very satisfied

Total visitor expenditure

*Any expenditure that took place prior to arriving in the region including pre-paid packages

and grocery shopping etc has been excluded

* $75 per day x 2.7 visitors (av. Group) = $202.50

Expenditure NZ$*

% spend in sector Per person per day Per person per day (spend specific) Accommodation 33 $25 $43 Vehicle running (petrol) & repairs 8 $6 $10 Local transport (e.g. rental car, taxi) 1 $1 $4 Restaurants/cafés/bars/cellar door/farmers market 24 $18 $23 Stores/supermarkets (e.g. food, drinks and domestic supplies 11 $9 $16 Other shopping/retail (e.g. souvenirs, clothes) 13 $9 $16 Tours (e.g. wine tours, guided walks) 8 $6 $13 Other expenditure (please specify) 2 $2 $7 Total 100 $75 $131

Visitors

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What did you find most attractive or appealing about this region on your recent visit?

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What did you find least attractive or appealing about this region on your recent visit?

BUSINESS SURVEY RESULTS

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Business

How long has your business been operating?

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6 20 23 18 12 9 3 5 5 5 10 15 20 25 Percent

Business

What is the primary focus of your business?

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21% 21% 58%

Accommodation Visitor activities / tours Other Business Sectors

Business

Where is your primary business located?

38 23 8 8 7 5 4 2 2 2 1 1 5 10 15 20 25 30 35 40 45 Percent

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Business

What percentage of the annual turnover would you estimate comes directly from visitors?

15 9 8 6 5 4 6 5 12 23 5 10 15 20 25 1% - 10% 11% - 20% 21% - 30% 31% - 40% 41% - 50% 51% - 60% 61% - 70% 71% - 80% 81% - 90% 91% - 100% Percent

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Business

Business responses to statements about the visitor industry

4.3 4.2 4.0 3.9 3.8 3.3 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4

The region needs more overnight visitors The regional economy depends heavily on the visitor industry The region needs more day visitors Local businesses are supportive of the visitor industry Local business associations / networks are of benefit to my business Local businesses work well together

Mean

Scale: 1=Strongly disagree; 5=Strongly agree

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Business

How important do you believe each of the following is for this region?

4.5 4.5 4.3 4.3 4.2 4.2 3.3 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 4.6 Attracting domestic visitors Maximising visitor spend Maximising visitor numbers Attracting international visitors Increasing the awareness of the visitor industry among local communities Increasing networking opportunities for local businesses Promoting the use of Qualmark ratings Mean Scale: 1=Very unimportant; 5=Very important

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Major challenges for P2P businesses in next 5 years

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Major opportunities for P2P businesses in the next 5 years

COMMUNITY SURVEY RESULTS

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Community

Gender

Male 40% Female 60%

*Stats: 47% male 53% female

37 *Estimated Sub-national Population for Warkworth (2010)

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Community

Age groups

2 2 6 5 6 16 15 14 15 19 5 10 15 20 25 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+ Percent

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Community

Age groups - sample vs. Stats*

15 66 19 34 37 30 10 20 30 40 50 60 70 18-39 40-64 65+ Percent Sample Stats

*Estimated Sub-national Population for Warkworth (2010) Note! 0-14 age group excluded from stats

Pakiri 3%

Leigh 10% Puhoi 7%

Warkworth 20%

Matakana 18%

Snells Beach 13%

Sandspit 3%

Algies Bay 2% Kawau 1%

Mahurangi 2% Mahurangi West 2%

Ti Point 1% Omaha 1%

Rainbows End 1%

Where in the region do you live?

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Community

Average length of residence: 14 years (range 1-72 years)

36 24 16 16 7 2 2 2 5 10 15 20 25 30 35 40 Percent

Employment status

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Community

Do you work in this region?

Yes 66% No 21% N/A 13%

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Community

If you work in this region - do you work in an organisation which provides services and/or products to visitors?

Yes 72% No 28%

NB Of the total sample 48% work in tourism and fields in the region

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Community

Importance of tourism to local economy

1 4 9 44 42 5 10 15 20 25 30 35 40 45 50 Unimportant Of little importance Neither important nor unimportant Important Very important Percent

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Community

Impact of tourism on community quality of life

4 17 28 31 21 5 10 15 20 25 30 35 Very negative Somewhat negative Neither positive nor negative Somewhat positive Extremely positive Percent

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Positive impacts of visitors coming to the region

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Negative impacts of visitors coming to the region

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Negative impacts – some quotes

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Community

Resident responses to statements about the impact of visitors to the region

4.4 4.2 3.6 3.6 3.5 3.0 2.5 2.7 2.9 3.1 3.3 3.5 3.7 3.9 4.1 4.3 4.5

Visitors are good for this region's economy Visitors coming to the region stimulate employment opportunities for residents Increased visitor numbers lead to better maintenance of public facilities and services in this region This region is overcrowded during the summer season Increased visitation has contributed to a stronger community identity in this region Visitors have a negative impact on the environment in this region

Mean

Scale: 1=Strongly disagree; 5=Strongly agree

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Community

Should promotional campaigns be used to encourage visitors to the region?

Yes 77% No 23%

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Community

What do you think are the three most important features that should be used to promote the P2P region to visitors?

58 58 43 42 20 14 12 12 10 7 6 4 4 4 3 3 1 1 1 10 20 30 40 50 60 70 Percent

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Most attractive or appealing aspects about living in this region

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Least attractive or appealing aspects about living in this region

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What kind of visitor experiences would you like to see developed in the region?

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Development of new visitor experiences – some quotes

The region’s name?

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Community – do you associate any particular name with the region which stretches from Puhoi to Pakiri?

* Includes: ‘Matakana’ ‘Matakana Coast’

Businesses – do you associate any particular name with the region which stretches from Puhoi to Pakiri?

59 * Includes: ‘Matakana’ ‘Matakana Coast’ ‘Matakana Coast Wine Country’

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Visitors – do you associate any particular name with the region which stretches from Puhoi to Pakiri?

Some Take Away Thoughts

• Tourism is a vital and well supported part of the regional

economy.

• Infrastructure and crowding are critical issues and appear to

conflict directly with the visitor and community interest in nature, tranquillity, beach…

• Business cooperation is somewhat limited
• A need to develop new dimensions to the regional tourism

experience

• Visitors are generally satisfied but there is room for

improvement.

• With improved quality comes opportunities to increase yield
• Build on strengths and don’t rest on laurels…. Work Together

Added Value from the Partnership

• Graduate students
• Undergraduates
• Links into secondary school
• International graduate interns
• Global case study

P2P on Twitter

Hawke’s Bay

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Where to from here... Key Challenges:

• Capturing email addresses accurately
• Raising awareness of the survey
• Getting industry and broader community on-going

support

• Maintaining the momentum of the survey over time

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Ways to promote http://www.regionalsurveys.co.nz to visitors:

• Business mailers
• Flyers, posters, general media
• Hard copy options

Major hubs

• Accommodation, services and attractions
• Key information points – i-sites
• Events

SAMPLE AIM: Minimum 400-500 …maximum??

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Ideas to help promote Your Survey

• Email Signature –always include http://www.regionalsurveys.co.nz

in the signature line of your business emails

• Social Networks –try starting a Facebook Group ... Use MySpace or

Twitter to build up buzz

• Blog It – If you run a blog, use it to publicise and promote your online

survey

• Online Web Forums – Post the link to the survey

http://www.regionalsurveys.co.nz within the appropriate forums and then politely ask participants to complete the survey

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Thank You

Simon Milne simon.milne@aut.ac.nz 09 921 9245

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