Tourism Research

Measurement of Visitor Expenditure

JTB:06/2006

Measurement of Visitor Expenditure in Jamaica

• Method:– exit surveys.

• Procedure:– questionnaire administered by interviewers– data collected:

• for one week each month, throughout the year, at the two international both airports, and

• at the cruise ship piers when there are calls.

– Sampling unit is “head of the party”

JTB:06/2006

Measurement of Visitor Expenditure in Jamaica

• Expenditure category:– accommodation:

• Room, Food

– Food & beverage outside accommodation:• restaurant, nightclubs

– entertainment:• attractions, sports

– transportation:• taxi, car rental, air (inland), transfer, other

JTB:06/2006

Measurement of Visitor Expenditure in Jamaica

• Expenditure category:– shopping:

• in-bond, clothing, straw products & beads, wooden articles, other craft.

– Miscellaneous expenses

JTB:06/2006

Measurement of Visitor Expenditure in Jamaica

• Important Issues:– questionnaire design:

• Sequencing,• Key questions - length of stay, party size, currency • Control - Q6 G• Package information Q.4

– Controlling bias– editing/coding - use of additional information,

treatment of commissions and international airfare.

JTB:06/2006

Measurement of Visitor Expenditure in Jamaica

• Important Issues:– Data analysis

• Accumulate - expenditure, number of persons, person-nights

• Compute three measures - amount per person, amount per person per night, the average length of stay.

• Check for bias in sample

• Do various distributions & cross tabulations

• Estimate gross expenditure = N*Exp/person/night*l

JTB:06/2006

Measurement of Visitor Expenditure in Jamaica

• Important Issues:– Estimating Cruise Passenger Expenditure

• Expenditure Categories:- Food & beverage, attractions, transportation, shopping, other.

• Estimate computed - ‘amount per person’

– treatment of :• pre-paid tours

• percentage of passengers not disembarking

Measurement of Visitor Expenditure in Jamaica

Summary of Findings

JTB:06/2006

Visitor Expenditure: 2005

91%

6% 3%

Foreign Nationals Non-Resident Jamaicans Cruise Passengers

Total Expenditure, US$1,545 million

JTB:06/2006

Distribution of Visitor Expenditure: 2005All Accommodations

Expenditure Category Amt/person/night Share of TotalUS$ %

Room 37.31 36.0Food & Beverage (in accommodation) 24.14 23.3Food & Beverage (outside accommodation) 3.96 3.8Entertainment 10.95 10.6Transportation 5.58 5.4In-Bond Shopping 3.13 3.0Clothing 2.00 1.9Other Shopping 6.41 6.2Miscellaneous Expenses 10.02 9.7

103.50 100.00

JTB:06/2006

Distribution of Visitor Expenditure:2005

All HotelsExpenditure Category Amt/person/night Share of Total

US$ %Room 57.12 40.4Food & Beverage (in accommodation) 33.49 23.7Food & Beverage (outside accommodation) 3.33 2.4Entertainment 17.01 12.0Transportation 6.20 4.4In-Bond Shopping 4.14 2.9Clothing 2.24 1.6Other Shopping 3.97 2.8Miscellaneous Expenses 14.06 9.9

141.56 100.0

JTB:06/2006

Distribution of Visitor Expenditure:2005

All-Inclusive HotelsExpenditure Category Amt/person/night Share of Total

US$ %Room 56.64 39.9Food & Beverage (in accommodation) 34.35 24.2Food & Beverage (outside accommodation) 1.59 1.1Entertainment 19.09 13.5Transportation 5.11 3.6In-Bond Shopping 4.02 2.8Clothing 2.28 1.6Other Shopping 3.77 2.7Miscellaneous Expenses 15.01 10.6

141.86 100.0

JTB:06/2006

Distribution of Visitor Expenditure:2005

EP Hotels

Expenditure Category Amt/person/night Share of Total

US$ %Room 59.77 42.7Food & Beverage (in accommodation) 28.72 20.5Food & Beverage (outside accommodation) 12.93 9.2Entertainment 5.58 4.0Transportation 12.23 8.7In-Bond Shopping 4.83 3.4Clothing 2.04 1.5Other Shopping 5.09 3.6Miscellaneous Expenses 8.85 6.3

140.04 100.0

JTB:06/2006

Average Expenditure Per Person Per Night by Month

91

110 110116

124

97

71

10595

81

113106

0

20

40

60

80

100

120

140

J F M A M J J A S O N D

US$

JTB:06/2006

Expenditure By Package/Non-Package Tour

$128

$90 $82

$0

$20

$40

$60

$80

$100

$120

$140

Per/

Pers

on/N

ight

U

S$

Package Non-Package Not Stated

JTB:06/2006

Ave. Expenditure per person per night by Length of Stay

$28

$27

$58$85

$136

$155

$178

$191

$229

$362

$0 $100 $200 $300 $400

1 to 2

4

6

8 to 14

22 to 30

Nig

hts

Amt/person/night

JTB:06/2006

Ave. Expenditure per person per night by Purpose of Visit

$98

$71

$175

$82

$78

$177

$108

$0 $50 $100 $150 $200

Vacation

Honeymoon

Business

Bus./Vac.

Meeting or Convention

Other

Not Stated

Amt/person/night

JTB:06/2006

Ave. Expenditure per person per night by Area of Stay

$128

$128

$128

$77$70

$63

$38

$59

$0 $20 $40 $60 $80 $100 $120 $140

Montego Bay

Ocho Rios

Negril

Port Antonio

Mandeville

Kingston

Other

Not Stated

Amt/person/night

JTB:06/2006

Expenditure By First and Repeat Visitors

$135

$84

$109

$0

$20

$40

$60

$80

$100

$120

$140

US$

First Visit Repeat Visit Not Stated

JTB:06/2006

Ave. Expenditure per person by Country of Origin

$643

$809

$1,200

$1,121

$1,117

$1,082

$838

$665

$0 $200 $400 $600 $800 $1,000 $1,200 $1,400

Other

Latin America

UK

Canada

C. Europe

USA

Japan

Caribbean

Amt/person/night

JTB:06/2006

Ave. Expenditure per person per night by Country of Origin

$95$45

$59

$94

$98

$109

$115

$180

$0 $50 $100 $150 $200

Other

Japan

Caribbean

C. Europe

UK

USA

Canada

Latin America

Amt/person/night

JTB:06/2006

Ave. Expenditure per person by Type of Accommodation

$440

$554

$716

$980

$1,001

$949

$0 $200 $400 $600 $800 $1,000 $1,200

Other

Private Home

Guest House

Apartment

Villa

Hotel

Amt/person/night

JTB:06/2006

Ave. Expenditure per person per night by Type of Accommodation

$58

$40

$69

$70

$125

$142

-$10 $10 $30 $50 $70 $90 $110 $130 $150

Other

Private Home

Guest House

Apartment

Villa

Hotel

Amt/person/night

JTB:06/2006

Distribution of Stopover Expenditure 2005

57%

6%

11%

5%

11%

10%Accommodation,Food & Bev.

Food &Bev. OutsideAccom.

Entertainment

Transportation

Shopping

Miscellaneous

Average Expenditure per Stopover Visitor per day US$103.51