PUHOI TO PAKIRI VISITOR SURVEY

UPDATE

(www.regionalsurveys.co.nz)

Simon MilneNew Zealand Tourism Research Institute

1

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) representing the interest of 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.

2

3

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 responses187 Community Survey responses

VISITOR SURVEY RESULTS

6

Demographics – Visitors by age group

7

Visitors

18-24 25-34 35-44 45-54 55-64 65+0

5

10

15

20

25

30

35

6

18

24

29

15

8

Per

cen

t

Demographics – Gender

8

Visitors

Male27%

Female73%

Visitors’ average household income

Visitors

9

under $20,000

$20,001-$40,000

$40,001-$60,000

$60,001-$80,000

$80,001-$100,000

$100,001-$150,000

$150,001-$200,000

$200,001+0

5

10

15

20

25

4

5

16

14

19

23

109P

erce

nt

10

Visitors

With partner / spouse

With friends With children

With other family

members

By myself Other Business associates

School group / student group

0

10

20

30

40

50

60

70

64

33

18

11

53 2 1

Per

cen

t

Who visitors travel with to the region

Where visitors come from

11

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

Visitors

Auckland Outside NZ Northland Bay of Plenty

Wellington Waikato Canterbury Otago0

10

20

30

40

50

60

70

80

70

16

4 3 2 2 1 1

Per

cen

t

Where visitors come from – sample vs. Stats*

12

Visitors

Split international / domestic:Sample: 16 / 84Stats: 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

13

Visitors

Day trip 1 night 2 nights 3 nights 4 nights 5 nights 6 nights 7 nights 8 nights 9 nights 10 nights+0

5

10

15

20

25

30

35

40

35

17

26

8

2 2 21 1 1

5

Per

cen

t

Main reason for visiting the P2P area

Visitors

14

Weekend trip Day trip Holiday Visiting friends and

relatives

Other Business Wedding0

5

10

15

20

25

30

35

32

26

22

8 8

21

Per

cen

t

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

Visitors

15

MatakanaWarkworth

PuhoiOmaha BeachSnells Beach

LeighGoat Island

SandspitPakiri

Other Coastal AreasTawharanui Regional Park

Algies BayMahurangi West Regional Park

Scandretts Regional ParkMartins Bay

Kawau IslandOther islands in the region

Mahurangi WestTi Point

Mahurangi EastParry Kauri Park

Te Araroa WalkwayRainbow's End

0 10 20 30 40 50 60 70

6134

272525

2221

141111

1098

77

65555

42

2

Percent

Parry Kauri

Kawau Island

Mahurangi West RP

Mahurangi

Other Islands in the region

Martins BayScandretts

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

16

Overnight stays in the P2P area

17

Visitors

Type of accommodation used

Privat

e Hom

e / H

olida

y Hom

e

Hoste

d / B

&BM

otel

Resor

t / L

uxur

y Lo

dge

Holida

y Par

k / C

ampg

roun

dHot

el

DoC S

ite

Rente

d Dwell

ing

Self-c

onta

ined

/ Cot

tage

Backp

acke

r / H

oste

l0

5

10

15

20

25

30

35

40

45

40

25

16

87

5 5 5 54

Per

cen

t

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

18

Visitors

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

0 10 20 30 40 50 60 70

62

36

10

9

8

7

5

5

4

3

3

3

1

Percent

19

Visitors

Visitor ratings of aspects of the P2P area

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

3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 4.6 4.8 5.0

4.8

4.6

4.6

4.5

4.4

4.3

4.2

4.0

4.0

4.0

3.9

Mean

Scale: 1=Strongly disagree; 5=Strongly agree

20

Visitors

Visitor satisfaction with Arts, Culture & Events activities

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

3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4

4.2

4.1

4.1

4.0

3.7

3.4

3.4

3.3

3.3

Mean

Scale: 1=Very dissatisfied; 5=Very satisfied

21

Visitors

Visitor Satisfaction with Nature Activities

Parks & Gardens

Marine Reserves

Bird-Watching

Dolphin & Whale-Watching

3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4

4.3

4.1

3.8

3.4

Mean

Scale: 1=Very dissatisfied; 5=Very satisfied

Visitors

Visitor satisfaction with Other activities

22

Shopping

Cinema

Fine Dining

Day Cruise

Leisure Parks / Zoo

Spa & Wellness

3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9

3.8

3.8

3.7

3.4

3.3

3.2

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

sectorPer person

per day

Per person per day (spend

specific)

Accommodation 33 $25 $43

Vehicle running (petrol) & repairs8 $6 $10

Local transport (e.g. rental car, taxi) 1 $1 $4Restaurants/cafés/bars/cellar door/farmers market 24 $18 $23Stores/supermarkets (e.g. food, drinks and domestic supplies 11 $9 $16Other shopping/retail (e.g. souvenirs, clothes) 13 $9 $16Tours (e.g. wine tours, guided walks) 8 $6 $13

Other expenditure (please specify)2 $2 $7

Total 100 $75 $131

Visitors

23

24

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

25

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

BUSINESS SURVEY RESULTS

26

Business

How long has your business been operating?

27

<1 year1-4 years

5-9 years

10-14 years

15-19 years

20-24 years

25-29 years

30-34 years

40+ years

0

5

10

15

20

25

6

20

23

18

12

9

3

5 5

Per

cen

t

Business

What is the primary focus of your business?

28

21%

21%

58%

AccommodationVisitor activities / toursOther Business Sectors

Business

Where is your primary business located?

War

kwor

th o

r vici

nity

Mat

akan

a or

vici

nity

Leigh

or v

icinit

y

Puhoi

or v

icinit

yOth

er

Snells

Bea

ch

Goat I

sland

Mah

uran

gi or

vici

nity

Kawau

Islan

d

Pakiri

or v

icinit

y

Omah

a Bea

ch o

r vici

nity

Sands

pit0

5

10

15

20

25

30

35

40

45

38

23

8 87

5 42 2 2 1 1

Per

cen

t

29

Business

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

1% - 10% 11% - 20% 21% - 30% 31% - 40% 41% - 50% 51% - 60% 61% - 70% 71% - 80% 81% - 90% 91% - 100%

0

5

10

15

20

25

15

98

65

4

65

12

23

Per

cen

t

30

31

Business

Business responses to statements about the visitor industry

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

3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4

4.3

4.2

4.0

3.9

3.8

3.3

MeanScale: 1=Strongly disagree; 5=Strongly agree

32

33

Business

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

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

3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 4.6

4.5

4.5

4.3

4.3

4.2

4.2

3.3

MeanScale: 1=Very unimportant; 5=Very important

34

Major challenges for P2P businesses in next 5 years

35

Major opportunities for P2P businesses in the next 5 years

COMMUNITY SURVEY RESULTS

36

Community

Gender

Male40%

Female60%

*Stats:47% male53% female

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

38

Community

Age groups

18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+0

5

10

15

20

25

2 2

65

6

16

15

14

15

19

Per

cen

t

39

Community

Age groups - sample vs. Stats*

18-39 40-64 65+0

10

20

30

40

50

60

70

15

66

19

34

37

30

Sample

Stats

Per

cen

t

*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?

41

Community

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

Busine

ss o

wner/o

pera

tor

Full ti

me

emplo

yed

Part t

ime

emplo

yed

Retire

dOth

er

Stude

nt

Full ti

me

pare

nt

Not c

urre

ntly

emplo

yed

0

5

10

15

20

25

30

35

40

36

24

16 16

7

2 2 2

Per

cen

t

Employment status

42

Community

Do you work in this region?

Yes66%

No21%

N/A13%

43

Community

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

Yes72%

No28%

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

44

Community

Importance of tourism to local economy

Unimportant Of little importance Neither important nor unimportant

Important Very important0

5

10

15

20

25

30

35

40

45

50

1

4

9

44

42

Per

cen

t

45

Community

Impact of tourism on community quality of life

Very negative Somewhat negative Neither positive nor negative

Somewhat positive Extremely positive0

5

10

15

20

25

30

35

4

17

28

31

21

Per

cen

t

46

Positive impacts of visitors coming to the region

47

48

Negative impacts of visitors coming to the region

49

Negative impacts – some quotes

50

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

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

2.5 2.7 2.9 3.1 3.3 3.5 3.7 3.9 4.1 4.3 4.5

4.4

4.2

3.6

3.6

3.5

3.0

Mean

Scale: 1=Strongly disagree; 5=Strongly agree

51

Community

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

Yes77%

No23%

52

Community

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

Beach

es

Tranq

uillity

/esc

ape/

relax

Vineya

rds/

wine to

urs

Proxim

ity to

Auc

kland

Farm

ers

Mar

kets

Life

in ru

ral c

omm

unity

Fishing

Arts a

nd c

rafts

Bush

walk

Diving

/sno

rkell

ing

Herita

ge/c

ultur

e

Swimm

ing

Kayak

ingOth

er

Dolphin

/wha

le wat

ching

Mee

ting

the

locals

Bird w

atch

ing

Huntin

g

Dining

out

0

10

20

30

40

50

60

70

58 58

43 42

20

1412 12

107 6

4 4 4 3 31 1 1

Per

cen

t

53

Most attractive or appealing aspects about living in this region

54

Least attractive or appealing aspects about living in this region

55

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

56

Development of new visitor experiences – some quotes

The region’s name?

58

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’

60

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 ecconomy.

• Infrastructure and crowding are critical issues and appear to conflict directly with the visitor and community interest in nature, tranquility, 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

66

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

68

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??

69

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

70

Thank You

Simon Milne

simon.milne@aut.ac.nz

09 921 9245

72