presented to tiay agm may 3, 2013 in collaboration with: advanced analytics – dr. rick pollack...
TRANSCRIPT
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Yukon Visitor Tracking ProgramSummer 2012 Visitor Survey
DRAFT Key Yukon Findings
Presented to TIAY AGMMay 3, 2013
In collaboration with: Advanced Analytics – Dr. Rick PollackArizona State University - Dr. Tim TyrellMcDowell Group - Alaska
Box 2180Marsh Lake, Yukon867.660-4600
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Why we did the study
Who responded to the survey
What are the results – Some Key Findings
Background and Process
Draft 2012 Key Yukon Findings - Summer 2012
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Primary Goal: To develop a sustainable system to monitor visitors behaviour and volumes
Objectives: 1. Conduct a survey of visitors exploring options to
reduce survey costs while having the ability to compile representative and accurate findings.
2. Create a volume estimation tool that can be used with minimum costs.
Goals/Objectives
Draft 2012 Key Yukon Findings - Summer 2012
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Random/Representative Sample
Traditional Sample
Contest
PaperInquirers
Industry
Normal weighting : Exit/Entrance Point and Mode of Transportation weights
Requires Normal weighting : (Exit/Entrance Point and Mode of Transportation) PLUSActivity Indicators weights, sample source, and country of origin.
Convenience Tablets
Least Accurate Most AccurateConvenience Sample
Merging low cost and representative sample
Draft 2012 Key Yukon Findings - Summer 2012
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Traditional Exit Study Interviews
Convenience Study Interviews
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Final Summer Sample
Margin of Error on Total = +/- 1.57
Data Collection for travel months June 1 to Sept. 30, 2012
Total Final Sample – Summer Main survey = 3,844
Draft 2012 Key Yukon Findings - Summer 2012
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TOTAL Hwy (Car/RV) Air Motorcoach Train/Coach
315,093
175,687
39,843 66,868
32,695
251,703
145,582
27,397
78,724
-
Exit Mode Volumes
2012 2004
+45%
Visitor Volumetrics
The tourism pie got bigger! (63,390 more visitors than in 2004)
+25%
+21%
+26%
Draft 2012 Key Yukon Findings - Summer 2012
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1987 1994 1999 2004 20120
50000100000150000200000250000300000350000
Visitors
Visitors
Visitor Volume Growth
Time Period between Studies
Visitor Change
Between 1987 to 1994 1% per year
Between 1994-1999 3% per year
Between 1999-2004 2% per year
Between 2004 - 2012 3% per yearDraft 2012 Key Yukon Findings - Summer 2012
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Visitor Volume
Canada United States Primary/Secondary Mkts
All Other
79,500
208,000
17,200 10,800
Total Visitors
Visitors - Summer 2012
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Visitor Volume
Canada25%
United States66%
Primary/Secondary Mkts5%All Other
3%
Total Visitors
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Purpose of Trip
Visit Alaska39%
Visit the
Yukon
specifically 20%
Other15%
Take a road trip/drive the Alaska Highway
14%
Take a
cruise12%
When you first started thinking about travelling for this trip, was it PRIMAR-ILY :
Draft 2012 Key Yukon Findings - Summer 2012
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Business Personal/Leisure
8%
92%Was your trip PRIMARILY for: Business, Leisure/Personal
Summer 2012
Purpose of Trip
2004 = 7% Business
Draft 2012 Key Yukon Findings - Summer 2012
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Conference, Convention
attendee20%
Other Business/Work/re-
lated: 80%
Which of the following is your primary purpose of this trip: Conference/Convention, Other Business/Work/ related
2004 = 10% of Business was Conference/Convention
Purpose of Trip – Among Business Travellers
Government Mining Other
5% 10%
84%
Which of the following is your primary purpose of this trip: Min-
ing, Government, Other
Draft 2012 Key Yukon Findings - Summer 2012
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Other Leisure Wilderness VFR Personal Family Festival
77%
10% 8%2% 2%
Which of the following is your primary purpose of this trip?
Summer 2012
Purpose of Trip – Among Leisure Travellers
2004 = 6% VFR, 6% Wilderness
Draft 2012 Key Yukon Findings - Summer 2012
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Trip Profile - Accommodations
44%30%
18%8% 9% 8%
18%
On this trip, in Yukon, did you stay at a:
Summer 2012
2004 = 40% Hotel, 24% RV/commercial campground, 13% gov’t cg, 4% Friends/Family
Draft 2012 Key Yukon Findings - Summer 2012
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One day (0 nights)
2 days (1 night) 3 - 7 days 8 - 14 days 15+ days
16%8%
49%
15% 12%
Days in the Yukon (nights +1)
Summer 2012
Avg = 8.2 days7.2 nights
Trip Profile – Length of Stay
2004 – used nights rather than days… 2004 - 24% day trips vs. 16% in 2012 (but 10% in 1999) - 30% 1 – 2 Nights (24% in 2012) - 34% 3 – 7 nights (35% in 2012) - 12% 8+ nights (25% in 2012)Overall drop in day trip and 1 – 2 night trips, increase in 8+ night trips
Avg in 2004 = 5.5 nights
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Length of Stay
Canada United States Primary/Secondary Mkts
All Other
16.1
3.8
8.56.9
Nights in the Yukon
Avg Nights - Summer 2012
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Trip Profile – Length of Stay
Away from home
In Alaska
In Yukon
24
9.2
7.2
How many total nights were you away from home?
Mean
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1 2 3 4-10 11+
5%
35%
11%
32%
16%
Total Party Size (adults + kids)
Summer 2012
Tri-mean = 3.1 peopleMedian = 3.0
Trip Profile – Party Size
2004 – average = 2.3 person
Draft 2012 Key Yukon Findings - Summer 2012
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44% 42% 39% 39% 35% 31% 29%24%
18% 18% 18% 17% 16% 12%
Here is a list of activities you may have done while on your recent trip to the Yukon. While in the Yukon did you:
Summer 2012
Trip Profile – Activities
2004 = Natural attractions = 58%, Shopping = 64%, Man-made attractions = 58% Draft 2012 Key Yukon Findings - Summer 2012
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Transportation
Personal Vehicle
56%
Bus21%
Train10%
Air13%
Did you enter the Yukon by
Personal Vehicle decreased slightly from 58% in 2004 while Air increased from 11% to 13%.
Draft 2012 Key Yukon Findings - Summer 2012
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Draft 2012 Key Yukon Findings - Summer 2012
Car/Truck/Van RVCamper Motorcycle
68%
28%
4%
(IF PERSONAL VEHICLE) Was that by: Car/truck/van, RV/camper, Motorcycle
Summer 2012
Transportation – Personal Vehicle
2004 – 70% Car/Truck/Van/Motorcycle, 30% RV/Camper
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Camp in an RV or camper/trailer
Camp in a Tent Both
56%
41%
3%
On this trip, in Yukon, did you stay at a: Camp in an RV or camper/trailer, Camp in a Tent, Both
Summer 2012
Transportation
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Drove into
Canada40%
Flew into Canada15%
Came on the
train from Sk-ag-way8%
Cruised, fer-ried or
boated into Cana
da7%
Came in a mo-tor-
coach/bus6%
None, we
live in Cana
da25%
On this trip, how did you first enter Canada?
Transportation
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Vanco
uver, B
ritish
Columbia
Don't know/re
member
Toronto
, Ontar
io
Calgary
, Alberta
White
horse, Y
ukon
Other
75%
9% 5% 5% 3% 2%
Which city in Canada did you first land in?
Summer 2012
Transportation
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Day Trip Tour Coach/Bus Independent Greyhound Other
25%
69%
4% 1% 2%
(IF COACH/TRAIN). Were you: Multi-day tour, Shore excursion/day tour, Greyhound or other bus, Travelling independently, Other
Summer 2012
Transportation
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2004 Exit Study data reported $75.8 M total spend. That is $87.2M adjusted for inflation.
Based on the inflation adjustment for 2004, spending is up $25.8M compared to 2004. A 29% increase
A rough comparison on $ per person per day spending suggests a drop from 2004.
NOTE: spending questions in 2012 were more detailed and more likely to increase recall of spending. Survey was also post-trip, after all bills and total expenses could be recalled.
Spending changes
Draft 2012 Key Yukon Findings - Summer 2012
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All Yukon related activities, including Pre-Trip Purchases of Hotels, Guided Tour or Activity, Yukon Rental Car or RV plus In Yukon purchases exclude all pre-trip spending, but include spending in the Yukon on Accommodations, Rental Vehicles, Groceries, Alcohol, Meals, Souvenirs/Arts and Crafts, Outdoor Activities, Organized Day tours, Admissions, Entertainment, Gasoline/fuel, Vehicle repair, Local Transportation, Other, plus pre-trip spending on non-cruise (airline) packages and shore excursions.
Spending – Yukon Related Spending
$64Per Person Per Day
$112,440,000 Total Spend
Most similar to past
studies and best fit for
Yukon spend
Draft 2012 Key Yukon Findings - Summer 2012
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Other Spending
$10Per Person Per Day
Spending Group $ per person per
day
Total Spend
Pre-Trip Spending $10 $ 15,460,000
Packages excluding transportation
$10 $ 18,210,000
In-Yukon Spend $44 $ 78,770,000
- Sum of Yukon total
$64 $112, 440,000
Transportation $14 $ 28,110,000
TOTAL w/Transportation $78 $140,550,000
Pre-trip = purchases of hotels, guided tours or activities, Yukon rental car/RV/In Yukon purchases exclude all pre-trip spending, but include spending in the Yukon on Accommodations, Rental Vehicles, Groceries, Alcohol, Meals, Souvenirs/Arts and Crafts, Outdoor Activities, Organized Day tours, Admissions, Entertainment, Gasoline/fuel, Vehicle repair, Local Transportation, OtherPackages = pre-trip spending on non-cruise (airline) packages and shore excursions. Transportation = cruise, airline tickets, non-Yukon vehicle rentals
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Canada United States Primary/Secondary markets
$52.1 $45.4
$8.8
Total Spend ($millions)
Yukon Spend
Draft 2012 Key Yukon Findings - Summer 2012
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Primary/Secondary Mkts Canada United States
$70
$67
$62
Person/Day
Yukon Spend – Person per day
Draft 2012 Key Yukon Findings - Summer 2012
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33. Gender: Male, Female?
Male54%
Fe-male46%
Gender
Demographics
2004 = female 47%, 53% male
Draft 2012 Key Yukon Findings - Summer 2012
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Under 24 25-34 35-44 45-54 55-64 65+
4%6%
17%
27%24%
22%
Age of Respondent
Summer 2012
Avg. = 52.6 yearsMedian = 52
Demographics
Draft 2012 Key Yukon Findings - Summer 2012
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Canada United States Other
79,500
208,000
27,900
775,700728,800
182,200
Origin
Visitors Person-Days
Demographics
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Draft 2012 Key Yukon Findings - Summer 2012
Motivations/Lifestyle
Yes37%
No63%
Prior to this trip, had you ever been to the Yukon before?
2004 – No = 65%, Yes = 35%
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Authentic E
xperie
ncer
Cultural
Explorer
Gentle Exp
lorer
Free Sp
irit
Cultural
History
Buff
No Hassle Trav
eller
Rejuvenato
r
Personal
History
Explorer
Virtual
Travelle
r
25%
18% 18%14%
7% 7% 7%2% 1%
EQ Segments
Summer 2012
Motivations/Lifestyle - EQ
Draft 2012 Key Yukon Findings - Summer 2012
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Authentic E
xperie
ncer
Cultural
Explorer
Gentle Exp
lorer
Free Sp
irit
Cultural
History
Buff
No Hassle Trav
eller
Rejuvenato
r
Personal
History
Explorer
Virtual
Travelle
r
25%18% 18%
14%7% 7% 7%
2% 1%
38%
11%
22%19%
2% 2% 3% 2% 2%
EQ Segments
% of Visitors % of Person-Days
Motivations/Lifestyle - EQ
Draft 2012 Key Yukon Findings - Summer 2012
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Draft 2012 Key Yukon Findings - Summer 2012
Importance & Satisfaction – Top Ratings
To be physically active
Challenge myself
Experience midnight sun
Klondike Gold Rush history
Museums and historical attractions.
Visit a place that few others have been to
Visit and experience Alaska.
Wildlife viewing opportunities
59%
52%
61%
73%
67%
64%
70%
73%
37%
38%
39%
40%
43%
45%
55%
58%
Important (4/5) Satisfaction (4/5)
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Draft 2012 Key Yukon Findings - Summer 2012
Importance & Satisfaction – continued..
Yukon made arts and crafts.
Excellent value for the money.
Photographs in book/magazines
Connect to my Yukon heritage
First Nation native culture
Quiet time to relax/reflect
Wilderness, town at night
Tag on YT land tour to cruise.
Experience wilderness
Visit Dawson City
Drive Alaska Highway
43%
38%
45%
55%
54%
64%
68%
48%
65%
68%
78%
16%
17%
20%
21%
24%
24%
28%
29%
32%
32%
33%
Important (4/5) Satisfaction (4/5)
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Not At All Somewhat Likely
Likely Very Likely Definitely Will
6% 4%
37%
27% 26%
46. How likely are you to visit the Yukon again?
Summer 2012
Satisfaction – Visit Again
2004 – yes = 61%
Draft 2012 Key Yukon Findings - Summer 2012
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Not At All Somewhat Likely
Likely Very Likely Definitely Will
1%
30% 30%
38%
44. How likely are you to refer the Yukon as a destination to visit to your friends and family? 1 = Not at all likely, 5 = Definitely will.
Summer 2012
Satisfaction – Refer
Draft 2012 Key Yukon Findings - Summer 2012
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1...Least Favorite
2... 3.... 4... 5...Most Favorite
0.28
0.56
0.16
Comparing the Yukon to other destinations you have visited, how would you rate the Yukon: 1 = Least Favorite and 5 = Most Favorite
Summer 2012
Satisfaction – Compared to others…
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Computer Tablet Smart Phone None of These
81%
32%25%
2%
Which of the following do you use to access travel websites:
Summer 2012
Pre-Trip Planning
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City, S
tate, Pro
vince, C
ountry.
Travel company’s w
ebsites.
Social N
etworking sit
es, such
as Face
book.
Review sites, s
uch as T
rip Adviso
r
Booking sites s
uch as K
ayak and Travelocity.
Video/photo sit
es such
as YouTube, F
lickr.
None of these.
67%
37%
11%
47%33%
10% 10%
Which of the following travel websites do you typically use when planning your trips:
Summer 2012
Pre-Trip Planning
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YT Vacation Planner
Yukon Advertisin
g
Travel Guides/B
ooks
Travel Agent
Friends o
r Relatives w
ho had visited Yukon
News/Magazin
e (prin
ted or onlin
e).
www.travelyukon.co
m
Friends o
r Relatives w
ho live in
Yukon
Review sites, s
uch as T
ripAdviso
r
Booking sites, s
uch as K
ayak and Travelocity
Travel company w
ebsites
Loca
l Travel o
r Outdoor S
how
Video/photo sit
es such
as YouTube, F
lickr
66% 63% 62% 57% 56% 54% 51% 45% 40% 35% 33% 33% 25%
49%56%
40%
20%
39%26%
58%
18%
38%23%
36%
5%12%
How much did each of those influence your decision to visit the Yukon:.
Used the source Strong Influence (4/5) among Users
Pre-Trip Planning
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Magazine/Printed ma-
terial.
Internet. Other Billboards or public signs.
On TV.
57%
29% 29%
6% 5%
Was that Yukon Advertising you saw....
Summer 2012
Pre-Trip Planning
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Accessi
ng the in
ternet
Yukon gov Visitor In
fo Centres
Broch
ures/sales fl
yers
People meet/t
alked to in
the Yukon
Yukon Vacation Planner/G
uide.
Travel books
Community guide books.
Yukon Wild
life viewing guide
www.travelyukon.co
m
local Y
ukon newspaper
Travel company w
ebsites
Social N
etworking sit
es, ie Face
book
Yukon hunting or fish
ing guides
Video/photo sit
es such
as YouTube, F
lickr
Review sites, s
uch as T
ripAdviso
r
73% 70%60% 55% 51% 49% 40% 37%34% 32% 28% 24%22% 21% 20%
67%93%
80%62%
77%87%
53% 48%
89%
41%
72%
9%22% 14%
61%
Rate the quality of the sources of information while travelling IN Yukon:
Used the sourceRated the source high quality (4/5) among users
In Yukon - Trip Planning
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Less
than
one month
1-2 month
s
3-4 month
s
5-6 month
s
7-12 month
s
13+ (ove
r one ye
ar in ad
vance
)
1%
13%
30%
16%
33%
6%
How many months in advance did you decide to come on this trip to the Yukon? _____ # of months.
Summer 2012
Mean/Avg. = 6.5 months
Pre-Trip Planning (Booking)
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Pre-Trip Planning (Booking)
43%
28% 28%20%
12%4%
Before arriving in the Yukon, which of the following did you do?
Summer 2012
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Yes68%
No32%
Spend any money on pre-trip purchases
Pre-Trip Planning (Booking)
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What we have learned so far…
◦ Visitor Volume is up 25%◦ Visitor Spending is up 29%
◦ Highlights : Increases experienced in:
Length of stay Visitors Arriving by Air Party Size Canadian visitors (and Overseas)
Decreases experienced in: Spending per person per day
Strong satisfaction rating Strong interest in visiting again and referring the destination
Summary
Draft 2012 Key Yukon Findings - Summer 2012
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Continued cross check with 2004 data Compilation of Map/Pathway data Preparation of Main Summer Report
(summary and detailed) Distribution of Summer Reports on Origin/
markets, Mode of Transportation, Key Activities, EQ Segments, Pathways, Trip Purpose and planning ,etc.
Collection, weighting, analysis and reporting of Winter Survey
Next Steps
Draft 2012 Key Yukon Findings - Summer 2012
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THANKS TO:
Air North Westmark Hotels High Country Inn (Coast High Country) Gold Rush Hotel North of Ordinary Many other tourism operators too numerous
to mention!
Industry Supporters
Draft 2012 Key Yukon Findings - Summer 2012