Gaining the Edge - Tourism StrategyVisitor Survey Fall 2002 Data
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Phase 2 Visitor Survey - Fall (1.8mb)
This component of the research project involved the acquisition of data concerning the needs and expectations of the Tourism Markets coming to the Vancouver Island Region as well as those traveling between Regions on Vancouver Island. The resulting data will assist the tourism industry by;
- Determining the demand for various tourism products throughout the Vancouver Island Region,
- Developing baseline measurements of the scope and value of the tourism market throughout the Region,
- Measuring the consumers preferences, and
- Assessing the future of tourism demand.
Visitor surveys were obtained in 6 of the 7 Regions of Vancouver Island in the Fall of 2002.
Outcomes:
Visitors were intercepted by the researchers throughout the Vancouver Island Region for a period of approximately 8 weeks commencing in October 2002. A total of 567 surveys were completed.
The results indicate that 39.8% of those visitors stayed within the region for a period of 2-5 days with 8.1% staying only one night and 16.5% of the sample participated in a day trip. 38.8% of the visitors chose a hotel or motel as their preferred accommodation with 16.5% choosing resort properties and 34% of the fall sample stayed with friends or relatives.
BC Ferries was utilized by 32.6 % of the sample with a further 26.6% traveling by air. 82.8% of the responses indicated overall satisfaction with the mode of travel to the Vancouver Island Region.
59% of the sample was visiting for pleasure with a further 26.5% traveling for business or work and 7.2% were combining both activities.
While traveling within the region the most popular outdoor activities included; hiking (28.5%), wildlife viewing (20%) and birding (9.7%) and the most popular attractions were; local shops and artisans (32.6% ), shopping malls (32.4%), parks (30.1%), beaches (26.7%), museums (20.7%), art galleries (17.3%) and historic sites (15.9%).
31% of the visitors reported eating at home or with friends and relatives. 28.7% of the sample utilized family restaurants, 23.9% pubs or lounges, and 21.2% chose fine dining establishments.
The features of the Vancouver Island Region which drew visitors to the area were very clear with 71.1% indicating the overall atmosphere of the area, 69.3% the scenic beauty, 64.9% friendliness of the people, 63.4% safety of the Region, and 55.8% value for money spent.
79.7% of the sample was repeat visitation with 20.2% making their first visit to the Vancouver Island Region.
Of all sources of information used to plan their trip the highest percentages involved; friends and relatives (44.1%), the internet (41.1%), and previous personal experience (32.2%). The largest portion of the sample first learned about the Vancouver Island Region from friends and relatives (53.8%).
The sample response was very positive when asked of their satisfaction with their traveling experience with 90% of the sample indicating they would recommend the region to others and 88.2% indicating that they would return to the Vancouver Island Region. Overall, 94.2% of the visitors rated their satisfaction level as good or extremely good.
The sample provided a visitor profile indicating that the fall visitor typically traveled with their spouse (36.6%) or alone (31.2%), and the age distribution followed typical age demographics with the majority of visitors between the ages of 31-60. 21.8% of the sample reported annual household incomes over $100,000 while 21.2% reported income levels of $39,999 or less.
Of the fall visitors 34% were traveling from other regions on Vancouver Island while 24% were arriving from other areas within the Province. The second largest market was from Alberta (16.5 %) with travel from other areas within Canada representing approximately 6% of the sample. The remainder of the sample (6%) was traveling from international markets.
The results of the fall survey indicate a number of facts:
- Demand for a variety of Tourism Products exists in the fall season throughout the entire Vancouver Island Region.
- Fall visitors generate economic activity throughout the Vancouver Island Region in both Tourism related businesses as well as in support infrastructure.
- Demand for emerging segments of the tourism industry is strong.
- The “Natural Environment” of the Vancouver Island Region is one of its’ most important assets along with the friendliness of its’ people.
