cornwall visitor survey 2016 quarterly update …...cornwall visitor survey 2016 quarterly update...
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Cornwall Visitor Survey 2016
Quarterly Update ReportSummer & Autumn InterviewingPeriods 2016
Produced for and on behalf of Visit CornwallByThe South West Research Company Ltd.
December 2016
BackgroundCornwall has been consistently voted one of Britain’s top tourist destinations and in 2014 attracted approximately 4.3m staying visitors and 14.7m day visitors generating £2.6bn of business turnover in the county economy and supporting 53,000 jobs. Visit Cornwall, which is the tourist board for Cornwall, is committed to building on this success and seizing every opportunity to continue to make Cornwall a quality destination of choice. It is recognised that Cornwall’s economy will always have a strong tourism element (as part of a balanced Cornish economy) and the continuing challenge is to increase the contribution tourism makes.
A key priority for Visit Cornwall is to identify the needs of visitors to Cornwall to ensure continuous improvement of the visitor experience and, as such, they have carried out a visitor survey for over 17 years for this purpose. The Cornwall Visitor survey looks at a range of visitor information including profile, motivation, level of satisfaction etc. and is a valuable piece of work which steers their marketing strategy, makes recommendations for product development and identifies emerging trends. Visit Cornwall now wishes to engage a contractor to carry out the Cornwall Visitor Survey over a twelve month period covering 2016 and 2017.
This quarterly update report for the ongoing Cornwall Visitor Survey 2016 contains a summary of the key findings for the survey for the summer (August 2016) and autumn (September, October and November 2016) interviewing periods.
The summer interviews covered the month of August only and included a sample of 193 face to face interviews across the county. The autumn interviews included the months of September, October and November and a sample of 213 face to face interviews.
This report has been produced by the South West Research Company (TSWRC) on behalf of Visit Cornwall.
2
Cornwall Visitor Survey 2016
Visitor Profile
4
98% 97% 100%
2% 3%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Leisure/business trip
Leisure trip Business trip
98% of all respondents considered themselves to be visiting Cornwall for leisure purposes including 97% and 100% of respondents during the summer and autumn periods respectively.
5
4% 7%2%
93% 88% 98%
2% 5%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Visitor type
On a day trip from home Staying overnight in Cornwall Staying overnight outside of Cornwall
93% of all respondents were staying overnight in Cornwall during their visit including 88% and 98% of respondents during the summer and autumn periods respectively
6
37% of all visitors to Cornwall were aged 55+ years including 24% and 51% of visitors to Cornwall during the summer and autumn periods respectively. 19% of all visitors were children aged 15 years or under including 25% of visitors to the county during the summer period and 12% during the autumn period.
5% 6% 4%
8% 11%4%
6%8%
4%
6%
8%
3%
10%
10%
10%
13%
15%
11%
15%
17%
13%
20%
12%
28%
17% 12%23%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Age group of party
0‐4 yrs 5‐10 yrs 11‐15 yrs 16‐24 yrs 25‐34 yrs 35‐44 yrs 45‐54 yrs 55‐64 yrs 65+ yrs
7
70% of all respondents were visiting Cornwall in an adult only group including 55% and 83% of respondents during the summer and autumn periods respectively. Average overall group size was 2.87 people and ranged from 3.15 people during the summer period to 2.62 people during the autumn.
Average group size CUMULATIVE SUMMER AUTUMN
Ave. children 0.54 0.81 0.30
Ave. adults 2.33 2.34 2.32
Ave. group size 2.87 3.15 2.62
70%55%
83%
30%45%
17%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Group composition
Adults only Adults with children
A quarter of all respondents were residents of the South West region including 27% and 23% of respondents during the summer and autumn periods respectively. 72% lived elsewhere in the UK (68% and 75% of summer and autumn respondents respectively). 4% of all respondents were from overseas including 5% and 2% of respondents during the summer and autumn periods respectively.
8
25% 27% 23%
72% 68% 75%
4% 5% 2%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Visitor origin
South West residents Other UK residents Overseas residents
For 76% of all visitors the chief income earner in their household was employed full time (30+ hours per week) including 73% and 61% of respondents during the summer and autumn periods respectively. For 22% they were retired with a company/private pension (13% of summer and 30% of autumn respondents respectively).
9
67%73%
61%
2% 2% 2%4% 5%2%
22%
13%
30%
1% 2%1% 1%1% 1%3% 4% 2%0%
10%
20%
30%
40%
50%
60%
70%
80%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Chief income earner in household
Employed full time (30+ hrs per week) Employed part time (8‐29 hrs per week)Self employed Retired with company/private pensionUnemployed <6 mths Full time studentUnemployed >6 mths Retired ‐ state pension only
Cornwall Visitor Survey 2016
Staying Visitors
40% of all staying visitors were staying in self catering accommodation in the county including 38% and 43% of respondents during the summer and autumn periods respectively. 22% were using serviced accommodation (19% of summer respondents and 24% of autumn respondents). 15% of all staying visitors were camping/using their own caravan in Cornwall including 21% of summer period and just 9% of autumn period respondents respectively. Average overall length of stay was 7.02 night and ranged from 7.70 nights during the summer period to 6.39 nights during the autumn period.
11
40% 38% 43%
22%19%
24%
15% 21%9%
11% 11% 11%
8% 7% 9%3% 4% 3%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Accommodation used
Self catering Serviced accommodationCamping/own caravan OtherStatic caravan/holiday park Own second home
Ave. length of stay 7.02 nights Ave. length of stay 6.39 nightsAve. length of stay 7.70 nights
12
57%
58%
56%
19%
15%
23%
19%
25%
13%
5%
3%
8%
0% 20% 40% 60% 80% 100%
Cumulative (Aug‐Nov 2016)
Summer (Aug 2016)
Autumn (Sept‐Nov 2016)
Type of area where staying
Small coastal town/village Large coastal town/resort
Countryside/village (non coastal) Large city/town (non coastal)
57% of all staying visitors were staying overnight in a small coastal town/village in Cornwall including 58% and 56% of respondents during the summer and autumn periods respectively .
13
33%
44%
24%
44%
33%
53%
22%
20%
23%
1%
3%
0% 20% 40% 60% 80% 100%
Cumulative (Aug‐Nov 2016)
Summer (Aug 2016)
Autumn (Sept‐Nov 2016)
Type of staying visit
Main holiday of the year Secondary/additional holiday A short break Other
33% of all staying visitors were on their main holiday of the year to Cornwall including 44% of summer respondents and 24% of autumn respondents, 53% of whom were on a secondary/additional holiday to the county (44% of all staying visitors and 33% of summer respondents).
11% of all staying visitors (13% and 12% of summer and autumn respondents respectively) said their staying trip to Cornwall had replaced a holiday that they would normally have taken abroad.
14
11% 13% 9%
88% 86% 90%
1% 1%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Whether staying trip to Cornwall replaced a holiday that would normally have been taken abroad
Yes No Don't know
One in ten staying visitors had considered visiting other places before deciding to visit Cornwall including 17% and 11% of summer and autumn respondents respectively.
15
10%
17%
4%
90%
83%
96%
0% 20% 40% 60% 80% 100%
Cumulative (Aug‐Nov 2016)
Summer (Aug 2016)
Autumn (Sept‐Nov 2016)
Whether considered visiting any other places before deciding to visit Cornwall
Yes No
15% of all staying visitors (9% and 12% of summer and autumn respondents respectively) were travelling around Cornwall away from the local area where their accommodation was based during their stay.
16
85%91%
81%
15%9%
19%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Whether travelling around Cornwall away from local area where accommodation is based
Yes No
86% of all staying visitors who were travelling around Cornwall away from the local area where their accommodation was based were doing so using their own car/van including 85% and 86% of summer and autumn respondents respectively
17
86%
85%
87%
7%
7%
8%
4%
3%
4%
2%
4%
2%
1%
1%
0% 20% 40% 60% 80% 100%
Cumulative (Aug‐Nov 2016)
Summer (Aug 2016)
Autumn (Sept‐Nov 2016)
How travelling around Cornwall ‐ staying visitors travelling around during visit
Own car/van Bus/coach service Organised coach tour Hire car/van etc. Train Other
35% of all staying visitors who were travelling around Cornwall away from the local area where their accommodation was based during their stay would consider travelling 31‐60 minutes to get to a place of interest in the county including 37% and 34% of summer and autumn respondents respectively. The same proportion would consider travelling 60‐90 minutes to get to a place of interest in the county (38% and 33% of summer and autumn respondents respectively).
18
5% 3% 6%
35% 37% 34%
35% 38% 33%
25% 22% 27%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Longest journey length considered travelling to get to a place of interest in Cornwall ‐ staying visitors travelling around during visit
30 mins or less 31‐60 mins 60‐90 mins >90 mins
Cornwall Visitor Survey 2016
Characteristics of Visits
Nine out of ten respondents had visited Cornwall before including 87% and 89% of summer and autumn respondents respectively.
20
10% 13%7%
90% 87%93%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Whether first ever visit to Cornwall
Yes No
48% of all respondents who were on a repeat visit to Cornwall had previously visited the county in the last 12 months including 46% of summer respondents and 48% of autumn respondents.
21
48%
46%
48%
27%
29%
26%
26%
25%
26%
0% 20% 40% 60% 80% 100%
Cumulative (Aug‐Nov 2016)
Summer (Aug 2016)
Autumn (Sept‐Nov 2016)
When was last visit to Cornwall – repeat visitors
Within the last 12 months 1‐2 years ago 3 or more years ago
46% of all respondents said that they usually visit Cornwall during the same time each year including 49% and 47% of summer and autumn respondents respectively.
22
46% 49% 45%
54% 51% 55%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Whether tend to visit Cornwall during the same time each year –repeat visitors
Yes No
The highest proportion of respondents (40%) said the months of the year when they usually visit Cornwall varies including 35% of summer respondents and 43% of autumn respondents. 28% said that they usually visit Cornwall during August each year including 47% of summer respondents and 12% of autumn respondents, 30% of whom usually visit during September.
23
2%3%
1%3% 3% 3%
7% 4%9%8% 8% 9%8%
11%
5%
12% 12% 12%14%
24%
5%
28%
47%
12%
20%
7%
30%
15%
11%
18%
7%
1%
12%
4% 4% 3%
12%
22%
4%
40%
35%
43%
0%
10%
20%
30%
40%
50%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Months of the year when usually visit Cornwall – repeat visitors
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec All months Varies
Respondents were asked to think about how they rated the value for money of various aspects of their visit to Cornwall and how these compared to other UK destinations in general.
Respondents rated the value for money of accommodation in Cornwall the highest compared with other UK destinations (4.21) and the value for money of eating out in restaurants the lowest (3.92).
24
1%
1%
2%
3%
4%
3%
1%
14%
19%
23%
23%
14%
43%
50%
48%
47%
50%
40%
27%
25%
27%
35%
0% 20% 40% 60% 80% 100%
Accommodation
Eating out in pubs
Eating out in restaurants
Visiting attractions
Overall
Value for money of Cornwall compared to other UK destinations –cumulative data (Aug‐Nov 2016)
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.18
3.98
3.92
3.99
4.21
Summer respondents rated the value for money of accommodation in Cornwall the highest compared with other UK destinations (4.25) and the value for money of eating out in restaurants the lowest (3.88).
25
1%
2%
1%
2%
4%
5%
4%
1%
17%
20%
23%
16%
13%
43%
46%
44%
51%
47%
37%
28%
26%
30%
40%
0% 20% 40% 60% 80% 100%
Accommodation
Eating out in pubs
Eating out in restaurants
Visiting attractions
Overall
Value for money of Cornwall compared to other UK destinations –Summer (Aug 2016)
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.25
4.07
3.88
3.95
4.13
Autumn respondents also rated the value for money of accommodation in Cornwall the highest compared with other UK destinations (4.28) but rated the value for money of attractions the lowest (3.90).
26
1%
1%
2%
2%
2%
3%
1%
12%
18%
23%
29%
15%
43%
53%
50%
43%
53%
44%
26%
24%
25%
31%
0% 20% 40% 60% 80% 100%
Accommodation
Eating out in pubs
Eating out in restaurants
Visiting attractions
Overall
Value for money of Cornwall compared to other UK destinations –Autumn (Sept‐Nov 2016)
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.13
3.90
3.94
4.03
4.28
81% of all respondents had used their own car/van for the longest part of their journey to Cornwall including 79% and 82% of summer and autumn respondents respectively.
27
81% 79% 82%
5% 7% 4%4% 2% 5%5%
3%6%
2%3%
1%2%3%
1%3%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Main form of transport used for longest part of journey to Cornwall
Own car/van Train Organised coach tour Hire car/van etc.Bus/coach service By plane/air travel Other
54% of all respondents who had not travelled by train for their current visit to Cornwall said they would be very unlikely to consider doing so if they were coming to Cornwall again in the future including 63% and 56% of summer and autumn respondents respectively.
28
54%
63%
46%
33%
23%
42%
11%
12%
11%
2%
3%
2%
0% 20% 40% 60% 80% 100%
Cumulative (Aug‐Nov 2016)
Summer (Aug 2016)
Autumn (Sept‐Nov 2016)
Likelihood of considering travelling to Cornwall by train for next visit –those not arriving by train for current visit
Very unlikely Unlikely Quite likely Very likely
Cornwall Visitor Survey 2016
Train Travelers
Just 5% of all respondents who had travelled to Cornwall by train had used the GWR Night Riviera Sleeper service including 13% of autumn respondents and no respondents during the summer period.
30
5%13%
95% 100%
88%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Whether used the GWR Night Riviera Sleeper service
Yes No
31
71%
85%
50%
29%
15%
50%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Where purchased rail ticket(s) for visit to Cornwall
Online At my local station
71% of all respondents who had used the train to get to Cornwall had purchased their rail ticket(s) online including 85% of summer respondents and 50% of autumn respondents.
32
75% 75% 75%
15%8%
25%5%
8%
5% 8%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
How far in advance booked/planned travel arrangements for visit to Cornwall
Within the last month Within the last 6 monthsBetween 6 and 12 months ago More than 12 months ago
75% of all respondents who had used the train to get to Cornwall booked/planned their travel arrangements within a month of their visit – this proportion was consistent across the interviewing periods.
45% of all respondents who had travelled to Cornwall by train were aware of the Pullman restaurant available on GWR trains including 33% and 45% of summer and autumn respondents respectively.
33
45%33%
63%
55%67%
38%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Awareness of the Pullman restaurant available on GWR trains
Yes No
Recommendation scores are a simple but effective new method for measuring customer loyalty invented by Bain consultant Fred Reicheld who discovered that a single question provides the ultimate measure of just how loyal customers are and that this method could then be used to accurately predict future revenue growth.
Recommendation scores are calculated by asking a sample of customers a single question “How likely is it that you would recommend xyz to a friend or colleague?”. The respondent is asked to rate on an 11 point scale from ‘0’ (not at all likely) to ‘10’ (extremely likely) depending on how positive they feel about the product/event/location. The proportion of those who think it unlikely they would recommend it (Detractors) subtracted from the proportion that are likely to recommend it (Promoters) produces a single number known as a Recommendation Score.
Based on their response to this question visitors are then divided into three distinct groups:
0‐6 score are Detractors These are customers that have generated sales but are actually bad for the company over the long haul. They are less likely to buy anything/visit the event/location again and more likely to spread bad word of mouth and more costly to serve because of their dissatisfaction.
7‐8 are Passives These customers are generally more positive about the product/event/location but are significantly less valuable than Promoters. Many companies over estimate their success by assuming relatively high customer satisfaction will lead to future growth. In reality Passives may be satisfied but that may not be enough in the longer term.
9‐10 are Promoters These customers drive business growth. The company/product/event/location has gone beyond satisfying their needs and truly delights them. As a result they will buy more from this company or visit an event or location again in the future, will recommend it to many others and therefore the company/product/event/location will not need to undertake costly ad campaigns or sales promotions to retain their business.
The Recommendation Score is created by calculating what percentage of the customer base are Promoters and then subtracting the percentage who are Detractors.
% Promoters ‐ % Detractors = RECOMMENDATION SCORE
The higher or more positive the Recommendation Score the more satisfied the customer base.34
Likelihood to Recommend Travelling to Cornwall by Train –Recommendation Score
Respondents who had travelled to Cornwall by train gave it a recommendation score of +20% for their likelihood of recommending it to their friends/family. Summer respondents gave rail travel a recommendation score of +20% and autumn respondents +25%.
35
10% 8% 13%
60% 67%50%
30% 25%38%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Recommendation score for travelling to Cornwall by train
Detractors Passives Promoters
Recommendation score+20%
Recommendation score+25%
Recommendation score+17%
Cornwall Visitor Survey 2016
Information Sourcing
37
Where Obtained Information Prior to Visiting Cornwall
CUMULATIVE(AUG‐NOV 2016)
SUMMER(AUG 2016)
AUTUMN(SEPT‐NOV 2016)
From a previous visit/been before 60% 59% 62%
On the internet (incl. social media/apps) 44% 45% 42%
Via friends/ family 13% 16% 11%
I did not source any info prior to visit 8% 5% 11%
Via a recommendation 4% 7% 2%
Other 3% 3% 2%
Brochure/leaflet/guide 3% 4% 1%
Newspaper/magazine 1% 2% ‐
Travel Agent 1% 1% ‐
Tourist Information Centre (TIC) 1%‐ ‐ 1%
60% of all respondents obtained their information about visiting Cornwall from a previous visit including 59% of summer respondents and 62% of autumn respondents. 44% obtained their information about visiting Cornwall prior to their visit over the internet including 45% and 42% of summer and autumn respondents respectively
38
Internet Sites Used When Searching for InformationAbout Visiting Cornwall –Visitors Using the Internet
CUMULATIVE(AUG‐NOV 2016)
SUMMER(AUG 2016)
AUTUMN(SEPT‐NOV 2016)
Search engines e.g. Google 74% 80% 68%
Accommodation providers' website 32% 23% 41%
www.visitcornwall.com 24% 26% 22%
Review sites e.g. Trip Advisor 14% 21% 7%
Other website 9% 10% 8%
Attraction providers' website 3% 5% 2%
Online Travel Agents (OTA's) e.g. Expedia.co.uk/LateRooms.com 3% 2% 5%
www.visitengland.com 2% ‐ 3%
Social media websites e.g. Facebook/Twitter/Instagram/ 2% 1% 2%
Newspaper/ magazine websites e.g. Daily Mail /Sunday Times 1% 2% ‐
Travel magazine websites e.g. Lonely Planet 1% 1% ‐
I did not use the internet prior to visit 1% ‐ 1%
Rail company website ‐ ‐ ‐
74% of all internet users had used a search engine such as Google to obtain their information about visiting Cornwall over the internet including 80% of summer respondents and 68% of autumn respondents.
39
Use of the Internet – Visitors Using the Internet CUMULATIVE(AUG‐NOV 2016)
SUMMER(AUG 2016)
AUTUMN(SEPT‐NOV 2016)
Information sourcing ONLY 27% 38% 17%
Information sourcing AND to book accommodation/car hire/flights/attraction tickets/event tickets etc.
73% 62% 83%
73% of all internet users had used it to source information and to book their accommodation/car hire etc. including 62% and 83% of summer and autumn respondents respectively.
40
Internet Sites Used to Book Accommodation/car hire/rail tickets/flights/attraction tickets/event tickets etc. ‐ Visitors Using the Internet
CUMULATIVE(AUG‐NOV 2016)
SUMMER(AUG 2016)
AUTUMN(SEPT‐NOV 2016)
Accommodation providers' website 67% 60% 72%
Other website 19% 19% 19%
Attraction providers' website 8% 11% 6%
Online Travel Agent (OTA) e.g. Expedia.co.uk/LateRooms.com/ 7% 4% 8%
Review sites e.g. TripAdvisor 6% 9% 4%
I did not use the internet to make a booking 4% 6% 3%
67% of all internet users who had used it to book their accommodation, car hire etc. had used their accommodation providers’ website to do so including 60% and 72% of summer and autumn respondents respectively.
41
Where Obtained Information During Visit To Cornwall CUMULATIVE(AUG‐NOV 2016)
SUMMER(AUG 2016)
AUTUMN(SEPT‐NOV 2016)
I have not sourced any local information during my visit 29% 19% 38%
Brochure/leaflet/guide 29% 36% 22%
From a previous visit/been before 29% 30% 27%
On the internet (incl. social media/apps) 23% 33% 13%
Via friends/family 9% 13% 5%
Accommodation reception 7% 7% 6%
Tourist Information Centre (TIC) 5% 9% 1%
Other 3% 3% 3%
Via a recommendation 3% 4% 1%
Newspaper/magazine ‐ 1% ‐
29% of all respondents had not sourced any local information during their visit to Cornwall including 19% and 38% of summer and autumn respondents respectively. The same proportion had used a brochure/leaflet/guide to obtain information during their visit to Cornwall (including 36% of summer respondents and 22% of autumn respondents) and/or relied on information gathered during a previous visit to Cornwall (30% and 27% of summer and autumn respondents respectively). 23% used the internet to source local information during their visit including 33% and 13% of summer and autumn respondents respectively.
42
Internet Sites Used to Source Information Whilst Visiting Cornwall ‐ Visitors Using the Internet
CUMULATIVE(AUG‐NOV 2016)
SUMMER(AUG 2016)
AUTUMN(SEPT‐NOV 2016)
Other website 27% 27% 28%
Attraction providers' website 26% 29% 20%
www.visitcornwall.com 25% 23% 28%
Review sites e.g. Trip Advisor 19% 21% 12%
Social media websites e.g. Facebook/Twitter/Instagram 19% 21% 12%
I have not used the internet during my visit 7% 5% 12%
Rail company website 5% 5% 4%
27% of internet users had used an other website to source information over the internet whilst visiting Cornwall including 27% and 28% of summer and autumn respondents respectively. 26% had used an attraction providers’ website (29% and 20% of summer and autumn respondents respectively).
A quarter of internet users had used the www.visitcornwall.com website to source information during their visit to the county including 23% and 28% of summer and autumn respondents respectively.
43
‘Check in’ on social media sites Upload photos Post online reviews
Yes, during visit
Yes, when return home
No Yes, during visit
Yes, when return home
No Yes, during visit
Yes, when return home
No
CUMULATIVE (AUG‐NOV 2016) 29% 5% 66% 26% 9% 65% 12% 7% 81%
SUMMER (AUG 2016) 40% 4% 56% 36% 12% 52% 19% 11% 70%
AUTUMN (SEPT‐NOV 2016) 18% 5% 76% 18% 5% 77% 6% 3% 91%
33% of all respondents ‘checked in’ on social media sites either during their visit or when they returned home including 44% of summer respondents and 23% of autumn respondents.
35% of all respondents uploaded photos either during a visit or when they returned home (48% and 23% of summer and autumn respondents respectively).
19% of all respondents (30% and 9% of summer and autumn respondents respectively) posted online reviews either during their visit or when they returned home.
Cornwall Visitor Survey 2016
Activities/Attractions & Places of Interest Visited
The most popular activities undertaken, regardless of the period of interviewing were: eating & drinking; shopping and going for a short walk of up to 2 miles.
45
Activity takingCUMULATIVE (AUG‐NOV
2016)
CUMULATIVE ‐ % for whom the activity
was the main reason for their visit
SUMMER (AUG 2016)
SUMMER ‐ % for whom the activity
was the main reason for their visit
AUTUMN (SEPT‐NOV
2016)
AUTUMN ‐ % for whom the activity
was the main reason for their visit
Eating & drinking 87% 4% 87% 3% 87% 5%
Shopping 75% 2% 76% 1% 74% 3%
Short walk ‐ up to 2 miles 71% 7% 74% 2% 68% 11%Spending half day or more on beach 60% 7% 73% 8% 49% 7%
Long walk ‐more than 2 miles 52% 9% 50% 1% 54% 17%Using the South West Coast Path 38% 6% 37% 1% 40% 10%
Swimming in the sea 36% 1% 49% 2% 25% 0%
Arts/cultural activities 20% 2% 16% ‐ 23% 4%
Other 10% 10% 14% 17% 7% 4%Attending a festival and/or event 14% 1% 18% 1% 10% 2%
Swimming (pool) 14% ‐ 21% ‐ 8% 0%
Cycling 10% 1% 16% 1% 5% 1%
Visiting the cinema 9% ‐ 9% 1% 9% 0%Other water sports ‐kayaking/windsurfing 8% 1% 12% ‐ 4% 2%
Fishing 6% ‐ 12% ‐ 1% 0%
Sailing/yachting/boating 6% 1% 9% ‐ 3% 2%Golf 3% ‐ 4% 1% 2% 0%Other outdoor sport/pursuit 3% ‐ 5% ‐ 1% 0%
Visit a spa/well being centre 2% ‐ 3% ‐ 1% 0%
Beaches/the sea and fishing villages/harbours were the most popular types of attractions/places of interest visited regardless of the period of interview.
46
74%77%
71%73%75% 72%
57% 56% 58%53%
46%
60%
39% 40%
38%36% 38% 33%32%
36%
28%27%
38%
17%24%
29%
19%15%
23%
7%4% 5%
3%
2%3%
1%1%0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Types of attractions or places of interest visited/planned to visit during trip to Cornwall
Beaches/the sea Fishing villages/harbours Rural towns/villagesEstuaries/rivers Historic properties/sites Larger towns/citiesGardens Family attractions Museum/galleriesBoat trip(s) Other TheatresNightclubs
47
51%
71%
29%
39%
24%
57%
13%10%
17%
8% 7% 9%7% 5%9%
3% 5%3% 5%
0%
20%
40%
60%
80%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Museums/galleries visited/planned to visit during trip to Cornwall –those who had visited/planned to visit a museum/art gallery during
their visit
Other National Maritime Museum Cornwall
Penlee House Gallery & Museum Falmouth Art Gallery
Royal Cornwall Museum Telegraph Museum Porthcurno
Wheal Martyn
Other museums and the National Maritime Museum Cornwall were the most popular museums/galleries visited regardless of the period of interview.
Cornwall Visitor Survey 2016
Visitors’ Opinions of Cornwall
IntroductionThe 2016 Cornwall Visitor Survey obtained visitors’ satisfaction levels with a wide range of factors or indicators which together comprise the ‘visitor experience’. Each factor, or indicator, was rated on a range of ‘1’ to ‘5’ scale where ‘1’ = ‘very poor’ (or the most negative response), ‘2’ = ‘poor, ‘3’ = ‘average’, ‘4’ = ‘good’ and ‘5’ = ‘very good’ (or the most positive response), allowing a satisfaction ‘score’ (out of a maximum of five) to be calculated.
The areas explored in terms of satisfaction were:
• Accommodation
• Shopping
• Places to eat & drink
• Places to visit/attractions
• Theatres/galleries/museums
• Beaches
• Ease of finding way around
• Public transport
• Upkeep of parks & open spaces
• Enjoyment of using the South West Coast Path
• Cleanliness of streets
• Car parks
• Nightlife/evening entertainment
• Overall impression of Cornwall
• Overall enjoyment of visit
49
Satisfaction indicator – all visitors
1 Accommodation ‐ quality of service 4.60 18 Pedestrian signs 4.30
2 Accommodation ‐ value for money 4.50 19 Display maps & information boards 4.31
3 Shopping ‐ range 4.24 20 Public transport ‐ quality of service 4.25
4 Shopping ‐ quality of service 4.38 21 Public transport ‐ value for money 4.38
5 Shopping ‐ value for money 4.12 22 Upkeep of the parks & open spaces 4.64
6 Places to eat & drink ‐ range 4.54 23 Enjoyment of using the South West Coast Path 4.79
7 Places to eat & drink ‐ quality of service 4.56 24 Cleanliness of the streets 4.52
8 Places to eat & drink ‐ value for money 4.22 25 Parking ‐ ease of parking 3.73
9 Places to visit/attractions ‐ range 4.63 26 Parking ‐ quality of service 3.78
10 Places to visit/attractions ‐ quality of service 4.61 27 Parking ‐ value for money 3.35
11 Places to visit/attractions ‐ value for money 4.35 28 Nightlife/evening entertainment ‐ range 4.09
12 Theatre/galleries/museums ‐ range 4.32 29 Nightlife/evening entertainment ‐ quality of service 4.10
13 Theatre/galleries/museums ‐ quality of service 4.44 30 Nightlife/evening entertainment ‐ value for money 4.05
14 Theatre/galleries/museums ‐ value for money 4.32 31 Overall impression of Cornwall in terms of general atmosphere 4.80
15 Quality of the beaches 4.82 32 Overall impression of Cornwall in terms of feeling of welcome 4.80
16 Cleanliness of the beaches 4.80 33 Overall enjoyment of your visit 4.83
17 Road signs 4.37
Visitor satisfaction scores
50
With the exception of parking in Cornwall, visitor satisfaction levels with their Cornwall experience were very high.
The highest levels of satisfaction were with the overall enjoyment of visit (4.83), quality of the beaches (4.82) and cleanliness of the beaches (4.80) and lowest were for all aspects of parking in the county.
Satisfaction indicator Score Ranking Satisfaction indicator Score Ranking
Overall enjoyment of your visit 4.83 1 Road signs 4.37 18
Quality of the beaches 4.82 2 Places to visit/attractions ‐ value for money 4.35 19
Cleanliness of the beaches 4.80 3 Theatre/galleries/museums ‐ range 4.32 20
Overall impression of Cornwall in terms of general atmosphere 4.80 4 Theatre/galleries/museums ‐ value for money 4.32 21
Overall impression of Cornwall in terms of feeling of welcome 4.80 5 Display maps & information boards 4.31 22
Enjoyment of using the South West Coast Path 4.79 6 Pedestrian signs 4.30 23
Upkeep of the parks & open spaces 4.64 7 Public transport ‐ quality of service 4.25 24
Places to visit/attractions ‐ range 4.63 8 Shopping ‐ range 4.24 25
Places to visit/attractions ‐ quality of service 4.61 9 Places to eat & drink ‐ value for money 4.22 26
Accommodation ‐ quality of service 4.60 10 Shopping ‐ value for money 4.12 27
Places to eat & drink ‐ quality of service 4.56 11 Nightlife/evening entertainment ‐ quality of service 4.10 28
Places to eat & drink ‐ range 4.54 12 Nightlife/evening entertainment ‐ range 4.09 29
Cleanliness of the streets 4.52 13 Nightlife/evening entertainment ‐ value for money 4.05 30
Accommodation ‐ value for money 4.50 14 Parking ‐ quality of service 3.78 31
Theatre/galleries/museums ‐ quality of service 4.44 15 Parking ‐ ease of parking 3.73 32
Shopping ‐ quality of service 4.38 16 Parking ‐ value for money 3.35 33
Public transport ‐ value for money 4.38 17
Visitor satisfaction score ranking
51
Visitor satisfaction scores
A breakdown of the satisfaction scores by period of interview are shown on the pages to follow but, across the board, satisfaction levels were highest amongst autumn respondents compared with those visiting during the summer.
52
3.00
3.50
4.00
4.50
5.001
23
4
5
6
7
8
9
10
11
12
13
1415
1617181920
21
22
23
24
25
26
27
28
29
30
3132
33
Staying visitors’ opinions of all aspects of their accommodation in Cornwall were high and included 4.60 out of 5.00 for quality of service and 4.50 for value for money. Autumn respondents rated each of the accommodation indicators higher than summer respondents.
53
6%
6%
5%
9%
12%
6%
21%
23%
19%
26%
30%
21%
71%
67%
75%
64%
55%
72%
0% 20% 40% 60% 80% 100%
Accomm quality of service ‐ CUMULATIVE
Accomm quality of service ‐ SUMMER
Accomm quality of service ‐ AUTUMN
Accomm value for money ‐ CUMULATIVE
Accomm value for money ‐ SUMMER
Accomm value for money ‐ AUTUMN
Visitors opinions – Accommodation by period
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.61
4.37
4.50
4.69
4.60
4.52
54
3%
4%
16%
22%
12%
13%
18%
8%
22%
24%
20%
35%
38%
33%
35%
37%
33%
40%
41%
38%
46%
37%
54%
52%
44%
59%
37%
33%
40%
0 0.2 0.4 0.6 0.8 1
Shopping ‐ range ‐ CUMULATIVE
Shopping ‐ range ‐ SUMMER
Shopping ‐ range ‐ AUTUMN
Shopping ‐ quality of service ‐ CUMULATIVE
Shopping ‐ quality of service ‐ SUMMER
Shopping ‐ quality of service ‐ AUTUMN
Shopping ‐ value for money ‐ CUMULATIVE
Shopping ‐ value for money ‐ SUMMER
Shopping ‐ value for money ‐ AUTUMN
Visitors opinions – Shopping by period
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.17
4.06
4.12
4.51
4.38
4.25
4.40
4.07
4.24
Visitors’ opinions of all aspects of shopping in Cornwall were also very good and included 4.24 out of 5.00 for range of shops, 4.38 for quality of service and 4.12 for value for money. Autumn respondents rated each of the shopping indicators higher than summer respondents.
55
5%
6%
10%
4%
7%
8%
6%
12%
14%
11%
26%
35%
17%
29%
41%
19%
40%
46%
34%
65%
52%
77%
63%
51%
74%
44%
35%
52%
0% 20% 40% 60% 80% 100%
Places to eat & drink ‐ range ‐ CUMULATIVE
Places to eat & drink ‐ range ‐ SUMMER
Places to eat & drink ‐ range ‐ AUTUMN
Places to eat & drink ‐ quality of service ‐ CUMULATIVE
Places to eat & drink ‐ quality of service ‐ SUMMER
Places to eat & drink ‐ quality of service ‐ AUTUMN
Places to eat & drink ‐ value for money ‐ CUMULATIVE
Places to eat & drink ‐ value for money ‐ SUMMER
Places to eat & drink ‐ value for money ‐ AUTUMN
Visitors opinions – Places to eat & drink by period
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.36
4.08
4.22
4.68
4.56
4.42
4.69
4.37
4.54
Visitors’ opinions of all aspects of places to eat & drink in Cornwall were also very high and included 4.54 out of 5.00 for range of places to eat & drink, 4.56 for quality of service and 4.22 for value for money. Autumn respondents once again rated each of the places to eat & drink indicators higher than summer respondents.
56
3%
4%
5%
5%
5%
5%
6%
4%
9%
12%
6%
23%
24%
22%
28%
31%
25%
32%
34%
30%
70%
69%
72%
67%
61%
72%
54%
49%
60%
0 0.2 0.4 0.6 0.8 1
Places to visit/attractions ‐ range ‐ CUMULATIVE
Places to visit/attractions ‐ range ‐ SUMMER
Places to visit/attractions ‐ range ‐ AUTUMN
Places to visit/attractions ‐ quality of service ‐ CUMULATIVE
Places to visit/attractions ‐ quality of service ‐ SUMMER
Places to visit/attractions ‐ quality of service ‐ AUTUMN
Places to visit/attractions ‐ value for money ‐ CUMULATIVE
Places to visit/attractions ‐ value for money ‐ SUMMER
Places to visit/attractions ‐ value for money ‐ AUTUMN
Visitors opinions – Places to visit/attractions by period
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.43
4.28
4.35
4.68
4.61
4.54
4.64
4.61
4.63
Visitors’ opinions of all aspects of places to visit/attractions in Cornwall were also very good and included 4.63 out of 5.00 for range of places to visit/attractions, 4.61 for quality of service and 4.35 for value for money. Autumn respondents once again rated each of the places to visit/attractions indicators higher than summer respondents.
57
5%
13%
11%
15%
11%
13%
7%
13%
18%
7%
31%
39%
20%
27%
35%
19%
37%
45%
27%
52%
44%
63%
60%
48%
74%
48%
35%
64%
0 0.2 0.4 0.6 0.8 1
Theatres/galleries/museums ‐ range ‐ CUMULATIVE
Theatres/galleries/museums ‐ range ‐ SUMMER
Theatres/galleries/museums ‐ range ‐ AUTUMN
Theatres/galleries/museums ‐ quality of service ‐CUMULATIVE
Theatres/galleries/museums ‐ quality of service ‐ SUMMER
Theatres/galleries/museums ‐ quality of service ‐ AUTUMN
Theatres/galleries/museums ‐ value for money ‐ CUMULATIVE
Theatres/galleries/museums ‐ value for money ‐ SUMMER
Theatres/galleries/museums ‐ value for money ‐ AUTUMN
Visitors opinions – Theatres/galleries/museums by period
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.52
4.14
4.32
4.67
4.44
4.25
4.43
4.23
4.32
Visitors’ opinions of all aspects of the theatres/galleries/museums in Cornwall were very high and included 4.32 out of 5.00 for range of theatres/galleries/museums, 4.44 for quality of service and 4.32 for value for money. Autumn respondents once again rated each of the theatres/galleries/museums indicators higher than summer respondents.
58
3%
4%
3%
5%
11%
17%
6%
13%
18%
9%
86%
78%
92%
84%
77%
89%
0 0.2 0.4 0.6 0.8 1
Quality of the beaches ‐ CUMULATIVE
Quality of the beaches ‐ SUMMER
Quality of the beaches ‐ AUTUMN
Cleanliness of the beaches ‐ CUMULATIVE
Cleanliness of the beaches ‐ SUMMER
Cleanliness of the beaches ‐ AUTUMN
Visitors opinions – Beaches by period
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.88
4.73
4.80
4.91
4.73
4.82
Visitors’ opinions of the quality of the beaches (4.82) and cleanliness of the beaches (4.80) were the two highest scores of all the indicators being explored by the survey after the score for the overall enjoyment of visit (4.83). Autumn respondents rated both indicators higher than summer respondents.
59
3%
3%
4%
4%
2%
5%
3%
4%
10%
12%
7%
13%
14%
13%
13%
10%
16%
25%
34%
17%
31%
42%
20%
29%
42%
17%
60%
50%
70%
52%
42%
62%
54%
45%
61%
0% 20% 40% 60% 80% 100%
Road signs ‐ CUMULATIVE
Road signs ‐ SUMMER
Road signs ‐ AUTUMN
Pedestrian signs ‐ CUMULATIVE
Pedestrian signs ‐ SUMMER
Pedestrian signs ‐ AUTUMN
Display maps & information boards ‐ CUMULATIVE
Display maps & information boards ‐ SUMMER
Display maps & information boards ‐ AUTUMN
Visitors opinions – Ease of finding way around by period
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.33
4.28
4.31
4.37
4.30
4.23
4.48
4.27
4.37
Visitors’ opinions of the road signs (4.37), pedestrian signs (4.30) and display maps and information boards in Cornwall (4.31) were all rated highly. Autumn respondents rated all the ease of finding way around indicators higher than summer respondents.
60
3%
11%
16%
7%
6%
10%
3%
12%
16%
9%
7%
6%
8%
19%
22%
16%
25%
32%
18%
59%
47%
67%
61%
52%
68%
0 0.2 0.4 0.6 0.8 1
Public transport ‐ quality of service ‐ CUMULATIVE
Public transport ‐ quality of service ‐ SUMMER
Public transport ‐ quality of service ‐ AUTUMN
Public transport ‐ value for money ‐ CUMULATIVE
Public transport ‐ value for money ‐ SUMMER
Public transport ‐ value for money ‐ AUTUMN
Visitors opinions – Public transport by period
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.47
4.26
4.38
4.44
4.00
4.25
Visitors’ opinions of public transport in Cornwall were all rated highly and ranged from 4.25 out of 5.00 for quality of service and 4.38 for value for money. As with all the other indicators, autumn respondents rated all aspect of public transport higher than summer respondents.
61
4%
6%
3%
7%
9%
5%
28%
31%
25%
17%
24%
12%
29%
33%
26%
68%
64%
73%
81%
76%
85%
62%
56%
69%
0 0.2 0.4 0.6 0.8 1
Upkeep of the parks & open spaces ‐ CUMULATIVE
Upkeep of the parks & open spaces ‐ SUMMER
Upkeep of the parks & open spaces ‐ AUTUMN
Enjoyment of using the South West Coast Path ‐ CUMULATIVE
Enjoyment of using the South West Coast Path ‐ SUMMER
Enjoyment of using the South West Coast Path ‐ AUTUMN
Cleanliness of the streets ‐ CUMULATIVE
Cleanliness of the streets ‐ SUMMER
Cleanliness of the streets ‐ AUTUMN
Visitors opinions – Parks & open spaces, South West Coast Path & cleanliness of the streets by period
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.63
4.42
4.52
4.82
4.79
4.76
4.71
4.58
4.64
Visitors’ opinions of the parks/open spaces (4.64), South West Coast Path (4.79) and cleanliness of the streets in Cornwall (4.52) were all rated highly. Once again, autumn respondents rated all of the indicators higher than summer respondents.
The ease of parking (3.73), quality of service (3.78) and value for money of parking in Cornwall (3.35) were the three lowest ranked indicators in terms of visitor satisfaction being explored by the survey. There was little variation in the results according to period of interview.
62
9%
9%
9%
5%
7%
2%
10%
10%
11%
9%
10%
7%
8%
7%
8%
14%
13%
15%
20%
21%
19%
22%
24%
19%
26%
28%
24%
27%
30%
24%
37%
41%
32%
30%
32%
29%
36%
31%
41%
29%
22%
38%
19%
17%
22%
0% 20% 40% 60% 80% 100%
Parking ‐ ease of parking ‐ CUMULATIVE
Parking ‐ ease of parking ‐ SUMMER
Parking ‐ ease of parking ‐ AUTUMN
Parking ‐ quality of service ‐ CUMULATIVE
Parking ‐ quality of service ‐ SUMMER
Parking ‐ quality of service ‐ AUTUMN
Parking ‐ value for money ‐ CUMULATIVE
Parking ‐ value for money ‐ SUMMER
Parking ‐ value for money ‐ AUTUMN
Visitors opinions – car parks by period
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
3.36
3.33
3.35
3.96
3.78
3.63
3.81
3.64
3.73
All aspects of nightlife/evening entertainment in Cornwall were rated good to very good including 4.09 for the range, 4.10 for quality of service and 4.05 for value for money. Autumn respondents rated all aspects of nightlife/evening entertainment higher than summer respondents.
63
4%
6%
5%
7%
5%
3%8%
4%
6%
2%
3%
5%
6%
19%
24%
7%
19%
23%
8%
16%
19%
8%
23%
33%
26%
33%
8%
30%
39%
8%
49%
30%
93%
48%
33%
83%
44%
32%
75%
0% 20% 40% 60% 80% 100%
Nightlife/evening entertainment ‐ range ‐ CUMULATIVE
Nightlife/evening entertainment ‐ range ‐ SUMMER
Nightlife/evening entertainment ‐ range ‐ AUTUMN
Nightlife/evening entertainment ‐ quality of service ‐ CUMULATIVE
Nightlife/evening entertainment ‐ quality of service ‐ SUMMER
Nightlife/evening entertainment ‐ quality of service ‐ AUTUMN
Nightlife/evening entertainment ‐ value for money ‐ CUMULATIVE
Nightlife/evening entertainment ‐ value for money ‐ SUMMER
Nightlife/evening entertainment ‐ value for money ‐ AUTUMN
Visitors opinions – nightlife/evening entertainment by period
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.42
3.90
4.05
4.75
4.10
3.83
4.86
3.76
4.09
Visitors’ opinions of the general atmosphere and feeling of welcome in Cornwall (4.80 in each case) were the fourth highest indicators of all the 33 being explored by the survey. At 4.83 out of 5.00 overall enjoyment of visit was the highest ranked indicator amongst visitors’ to the county. Autumn respondents rated each aspect higher than summer respondents.
64
18%
20%
16%
17%
19%
15%
15%
16%
15%
81%
79%
84%
81%
78%
85%
84%
83%
85%
0 0.2 0.4 0.6 0.8 1
Overall impression of Cornwall in terms of general atmosphere ‐ CUMULATIVE
Overall impression of Cornwall in terms of general atmosphere ‐ SUMMER
Overall impression of Cornwall in terms of general atmosphere ‐ AUTUMN
Overall impression of Cornwall in terms of feeling of welcome ‐ CUMULATIVE
Overall impression of Cornwall in terms of feeling of welcome ‐ SUMMER
Overall impression of Cornwall in terms of feeling of welcome ‐ AUTUMN
Overall enjoyment of your visit ‐ CUMULATIVE
Overall enjoyment of your visit ‐ SUMMER
Overall enjoyment of your visit ‐ AUTUMN
Visitors opinions – overall by period
Very poor Poor Average Good Very good
Ave. score(out of max.
5.00)
4.85
4.82
4.83
4.85
4.80
4.74
4.83
4.77
4.80
68% of all respondents including 64% and 67% of summer and autumn respondents respectively said their visit to Cornwall had met with their expectations. 28% said their visit had been better or much better than they expected including 32% of summer and 30% of autumn respondents respectively.
65
2%
3%
68%
64%
71%
23%
29%
17%
5%
3%
7%
2%
2%
0% 20% 40% 60% 80% 100%
Cumulative(Aug‐Nov 2016)
Summer (Aug2016)
Autumn (Sept‐Nov 2016)
How visit to Cornwall lived up to expectations
Much worse than expected Worse than expected As expectedBetter than expected Much better than expected Don't know
Respondents gave Cornwall a recommendation score of +72% for their likelihood of recommending it as a place to visit to their friends/family ranging from +69% for summer respondent and +67% for autumn respondents. These are very high scores on a metric that can range from ‐100% to +100%.
66
2% 3% 1%
24% 26%22%
74% 72%77%
0%
20%
40%
60%
80%
100%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Recommendation score for visit to Cornwall
Detractors Passives Promoters
Recommendation score+72%
Recommendation score+76%
Recommendation score+69%
Visitors to Cornwall were asked what they most liked about their visit to the county, what they least liked or what, if anything, they thought could be improved. A wide range of likes were provided by respondents and the word cloud below illustrates the relative strength of each particular like below.
The scenery and beaches were by far the overwhelming top ‘likes’ coming out of the survey along with things such as the sea, atmosphere, friendly and coastline. There was little variation according to the period of interviewing.
Visitors’ likes
67
Visitors’ dislikes/suggestions for improvement56% of respondents mentioned something which they disliked about their visit to Cornwall or which they felt could be improved. A wide range of dislikes/improvements were also provided by respondents and, once again, the word cloud below illustrates the relative strength of each particular dislike/improvement below.
The parking and traffic were by far the overwhelming top dislikes/improvements coming out of the survey along with things such as it being expensive, roads, A30, public toilets and seagulls. There was little variation according to the period of interviewing.
68
84% of respondents said they would be very likely to visit Cornwall again in the future including 83% and 86% of summer and autumn respondents respectively.
69
2%
13%
14%
12%
84%
83%
86%
0% 20% 40% 60% 80% 100%
Cumulative(Aug‐Nov 2016)
Summer (Aug2016)
Autumn (Sept‐Nov 2016)
Likelihood to visit Cornwall again in the future
Very unlikely Unlikely Neither unlikely nor likely Likely Very likely Don't know
40% of respondents would be likely to re‐visit Cornwall again in the future for a main holiday including 54% and 28% of summer and autumn respondents respectively. The largest proportion of respondents (62%) would be likely to re‐visit for a secondary holiday (including 52% of summer respondents and 71% of autumn respondents). 41% of respondents would be likely to re‐visit for a short break Including 41% and 40% of summer and autumn respondents respectively.
70
40%
54%
28%
62%
52%
71%
41% 41% 42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)
Type of trip likely to re‐visit Cornwall for
Main holiday Secondary Short break
The words most associated with Cornwall, regardless of the period of interview were; Good beaches; stunning coastline, fishing villages/harbours, unspoilt countryside and local food & drink.
71
91%
89%
80%
73%
71%
66%
64%
61%
55%
88%
86%
81%
70%
65%
59%
58%
59%
56%
93%
92%
79%
77%
76%
72%
69%
63%
54%
0% 20% 40% 60% 80% 100%
Good beaches
Stunning coastline
Fishing villages/ harbours
Unspoilt countryside
Local food & drink
Unique landscape
Laid back
The South West
Surf culture
Words associated with Cornwall
AUTUMN (Sept‐Nov 2016) SUMMER (Aug 2016) CUMULATIVE (Aug‐Nov 2016)
72
49%
47%
47%
46%
41%
36%
35%
31%
23%
21%
16%
43%
45%
42%
60%
42%
32%
32%
35%
24%
26%
18%
55%
49%
52%
33%
39%
39%
38%
27%
23%
17%
14%
0% 20% 40% 60% 80% 100%
Distinctive heritage
South West Coast Path
Dog friendly
Historic buildings & gardens
Doc Martin
Cultural
Poldark
Iconic attractions
Museums & art galleries
Events & festivals
Theatre & arts
Words associated with Cornwall
AUTUMN (Sept‐Nov 2016) SUMMER (Aug 2016) CUMULATIVE (Aug‐Nov 2016)
The words least associated with Cornwall, regardless of the period of interview were; Theatre & arts, events & festivals and museums & art galleries.
Cornwall Visitor Survey 2016
The South West Research Company Ltd
www.tswrc.co.uk