dyfi valley pilot visitor survey 2002 presentation to dyfi eco valley partnership november 2002

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

- Enjoyment of Visit

- Perceptions of Dyfi Valley

- Likelihood of Revisiting

- The Environmental Visitor Centre

• SUMMARY AND CONCLUSIONS

INTRODUCTION

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

• 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

• Visitors interviewed over cross-section of days

of week

• Interviews 10 minutes duration

• Fieldwork conducted 18 October – 4 November

2002


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


• 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

RESEARCH FINDINGS

PROFILE OF VISITORS

49 51

73

27

14

56

30

0

10

20

30

40

50

60

70

80

Male Female ABC1 C2DE 16 - 34 35 - 54 55 +

Profile of Sample%

BASE: all respondents (300)

17

6

3

14

9

10

30

6

0 5 10 15 20 25 30 35

Unemployed/retired/housewife

Plant/machine operatives

Sales

Craft/related occupations

Clerical/secretarial

Associateprofessional/technical

Professional

Managers/Administrators

SOCIAL OCCUPATION CLASSIFICATION (outlet survey)

%

BASE: outlet (219)

66

21

8

2 2

67

27

1 04

0

10

20

30

40

50

60

70

80

England Wales Abroad Rest of UK Unknown/refused

Street Outlet

HOME LOCATION%

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

HOME LOCATION OF VISITORS FROM ENGLAND

%

1

7

20

24

47

3

6

24

26

42

0 10 20 30 40 50

E Anglia

South WestEngland

South EastEngland

North England

Midlands

Street

Outlet

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

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

HOME LOCATION OF VISITORS FROM WALES

%

20

17

24

39

16

27

31

27

0 5 10 15 20 25 30 35 40 45

S W Wales

Mid Wales

S E Wales

North Wales

Street

Outlet

PROFILE OF VISITS

Q3) MAIN PURPOSE OF VISIT%

4

5

2

3

10

38

37

3

1

2

8

13

34

39

0 5 10 15 20 25 30 35 40 45

Other/non response

Pasing through

Shopping

Visiting Friends/relatives

On a day trip or shorter

For holiday, staying away from home

For a short break, staying away from home

Street

Outlet

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

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

Q4) WHETHER VISITORS STAYING IN OR AROUND THE DYFI VALLEY

%

74

24

13

87

0

10

20

30

40

50

60

70

80

90

100

Yes No

Street Outlet

Q5) WHERE VISITORS STAYING %

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

3

2

7

3

8

10

40

0

3

0

11

14

14

45

0 10 20 30 40 50

Corris

Dolgellau

Pennal

Borth

Tywyn

Machynlleth

Aberdyfi

StreetOutlet

Q6) TYPE OF ACCOMMODATION USED

%

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

2

3

3

2

10

10

8

34

27

1

1

2

3

3

8

30

7

45

0 10 20 30 40 50

Guesthouse

Touring/Caravan

Hostel

Bed & Breakfast

Second/holiday home

Friends/relatives

Static caravan

Hotel

Holiday flat/cottage

Street

Outlet

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

13

28

37

5

1718

37 38

3 3

0

5

10

15

20

25

30

35

40

1-2 3-4 5-7 8-14 Don'tknow/nonresponse

Street Outlet

Q7) LENGTH OF STAY (NIGHTS) %

Average number of nights = 5

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

6

25

46

15

6

1

7

19

43

19

3

9

0

5

10

15

20

25

30

35

40

45

50

Up to 1 hr 1-2 hrs 3-5 hrs 6-9 hrs 10+ hrs Don'tknow/nonresponse

StreetOutlet

Q8) LENGTH OF TIME IN DYFI VALLEY– DAY VISITORS

%

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

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

Q9) MAIN METHOD OF TRANSPORT%

1

2

2

94

1

2

2

95

0 20 40 60 80 100

Other/nonresponse

Train

Bus/coach

Own car/van

StreetOutlet

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

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

Q10) PARTY COMPOSITION %

2

3

5

11

28

50

1

7

7

6

35

43

0 10 20 30 40 50 60

Organised group

Alone

Friends

Family and friends

Spouse/partner

Family group

Street

Outlet


7

42

32

16

3 33

33

37

20

5 4

0

5

10

15

20

25

30

35

40

45

One Two Three toFour

Five to Nine Ten Plus Average

StreetOutlet

Q12) NUMBER OF PEOPLE IN PERSONAL GROUP

%

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

60

13 15

83 2

49

1619

14

2 2

0

10

20

30

40

50

60

70

None/nonresponse

One Two Three-Four Five plus Average (ofthose withchildren)

StreetOutlet

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

%

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

REASONS FOR VISIT AND PREVIOUS VISITS


Q2 REASONS FOR VISIT%

6

4

15

9

16

19

12

11

12

38

3

5

2

10

5

4

18

19

20

54

0 10 20 30 40 50 60

Other

Advert/poster

On Holiday

Brochure/guide book

Shops

Word of mouth/recommendation

To attend a particular event, activity or attraction

Walks

Visiting Friends/family

The beach

Previous visit

Street

Outlet

Q1) FREQUENCY OF VISITING %

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

12

16

21

16

5

28

13

19

28

19

10

11

0 5 10 15 20 25 30

Less often than once a year

Once a year

2-3 times a year

4-11 times a year

At least once a month

Have never visited before

StreetOutlet

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

FACILITIES USED

Q14) FACILITIES USED/LIKELY TO USE(street survey only)

%

4

5

14

22

30

32

38

60

60

71

71

78

0 20 40 60 80 100

Golf CoursePicnic area

Leisure CentreChildren's Play Area

TIC

Walking trailsPub

ToiletsBeach

Car Park

Restaurant/caféShops


INFORMATION SOURCES

Q22) INFORMATION SOURCE PRIOR TO VISITING

%


21

10

11

16

14

26

26

42

3

7

3

13

19

23

0 10 20 30 40 50

Did not obtain information

Guidebook

WTB

Information at hotel/accomodation

Internet

TIC

Word of mouth/ recommendation

StreetOutlet

Q23) PREFERRED SOURCE OF INFORMATION

%


16

22

28

37

39

7

7

26

23

42

0 5 10 15 20 25 30 35 40 45

WTB

Information at hotel/accomodation

Word of mouth/recommendation

Internet

TIC

StreetOutlet

ENJOYMENT OF VISIT

78

18

2 1

78

20

1 10

10

20

30

40

50

60

70

80

90

VeryEnjoyable

FairlyEnjoyable

NotParticularlyEnjoyable

Not at allEnjoyable

Don't know/non response

Street Outlet

Q14 & 15) ENJOYMENT OF VISIT%


STREET OUTLET

Beautiful scenery/views (25%)

It’s relaxing/peaceful (23%)

Weather (23%)

People (5%)

Seeing family/friends (4%)

Beach (4%)

Like Wales (4%)

Very enjoyable (4%)

Memories/been before (4%)

Beautiful scenery (45%)

Peaceful/relaxing (13%)

Weather (10%)

Interesting place (9%)

Great attraction (7%)

Great for shops/facilities (5%)

Hotel we’re in (5%)

Great for walking (4%)

Enjoyable area (4%)

Q15&16) MAIN REASON FOR ENJOYMENT

%

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

STREET OUTLET

Countryside (31%)

Beaches (20%)

People and atmosphere (18%)

Weather (5%)

Attractions (4%)

Shops (4%)

Don’t know (5%)

Scenery (26%)

Peacefulness (7%)

Walks (5%)

Labyrinth (5%)

Great attraction (4%)

CAT (4%)

Hotel we’re at (4%)

Don’t know/non-response (15%)

Q16&17) MOST ENJOYABLE ASPECTS OF VISIT

%

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

STREET OUTLET

Weather (38%)

Nothing (50%)

Don’t know (4%)

Weather (45%)

Having to go home (2%)

Getting here (2%)

Attraction closed early (2%)

Nothing/non-response (38%)

Q17&18) LEAST ENJOYABLE ASPECTS OF VISIT

%


PERCEPTIONS OF THE DYFI VALLEY

Q20 &21) ATTITUDES & PERCEPTIONS %


6

3

3

3

7

2

73

93

94

94

18

2

21

3

3

3

76

96

0 20 40 60 80 100

There's nothing to do ifit rains

There's a lot of litteraround

It's not for my agegroup

It's rather boring

It has something foreveryone

A place that familiescan enjoy

Don't know/non response Disagree Agree

Higher disagreement for street & younger visitors

Higher agreement amongst younger visitors

Higher agreement for street

Attractions to be open longer (4%)

Indoor activities when raining (3%)

Public Transport (3%)

Nothing/non-response (70%)

Q21) SUGGESTIONS FOR IMPROVEMENT(outlet survey)

%


LIKELIHOOD OF REVISITING


Q18&19) LIKELIHOOD OF REVISITING %

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

1 0 1

77

18

0 1 410

88

0102030405060708090

100

Very likely Fairly likely Fairlyunlikely

Very unlikely Don'tknow/non-response

Street Outlet

Q19 &20) LIKELY RETURN VISIT %

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

6

1

1

19

73

2

1

13

84

0 20 40 60 80 100

Don't know/non-response

6 years or more

Next 4-5 years

Next 2-3 years

Next year

Outlet Street

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

THE ENIVIRONMENTAL VISITOR CENTRE

Q24) EXHIBITIONS THE VISITOR CENTRE SHOULD INCLUDE

%


3

64

68

87

89

89

0 20 40 60 80 100

Don't know

Green energy, waterand waste recycling

Global environmentalconcerns

Dyfi valley, estuary andCardigan Bay

Local sea life, plantsand animals

Local History

Q25) FACILITIES THE VISITOR CENTRE SHOULD INCLUDE – TOP 8

%


73

74

80

83

83

83

86

90

0 20 40 60 80 100

Information point

Aquarium

Education room for schools & groups

Chilren's play area

Outdoor picnic area

Shop

Viewing platform over Estuary

Café

Q25) FACILITIES THE VISITOR CENTRE SHOULD INCLUDE – 9 - 17

%


3

50

62

66

68

70

71

71

72

0 10 20 30 40 50 60 70 80

Don't know

Cyber café

Meeting room for groups

Climbing wall

Reseach library/study area

Planetarium/night sky exhibition

Temporary exhibition area

Telescopes over Estuary/sea

Environmental news bulletin board


Q26) LIKELIHOOD OF VISITING THE CENTRE

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

2 1 1

25

71

0

10

20

30

40

50

60

70

80

Very likely Fairly likely Fairly unlikely Very unlikely Don't know

Q27) HOW MUCH VISITORS PREPARED TO PAY

%


16

5

12

9

29

27

3

0 5 10 15 20 25 30 35

Don't know

Nothing

Eleven pounds plus

Six to ten pounds

Four to five pounds

Two to three pounds

One pound

Those from higher socio-economic grades prepared to pay more

Q28) IDEAS/SUGGESTIONS ABOUT PROPOSED VISITOR CENTRE

%


71

2

2

3

4

4

5

0 10 20 30 40 50 60 70 80

No suggestions/Don'tknow

Hands on technology

A mapped walk aroundthe Centre

Environmentallyfriendly as possible

Car park facilitiesincluded in price

Make it appealing foryoung kids

Make buildingsdiscreet

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)

• 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?


• 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)


• The Environmental Visitor Centre – nearly all likely to visit (96%), especially appealing to younger visitors & ABC1s

• Most willing to pay between £2 to £5

dyfi valley pilot visitor survey 2002 presentation to dyfi eco valley partnership november 2002

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