Gaining the Edge - Tourism StrategyVisitor Survey Spring 2003 Data
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Phase 2 Visitor Suvery - Spring (579kb)
The Tourism Labour Market Research Project, organized by Malaspina University College and Tourism Vancouver Island was designed to study the tourism labour market throughout the Vancouver Island region. The Visitor Survey component of the project was designed to sample Visitors to the region through four seasons commencing in the Fall of 2002. This report will summarize the findings of the results of the visitors surveys collected during the Spring sampling period.
Description of the project:
The Visitor Survey was designed to acquire data concerning the needs and expectations of the tourism markets coming to the Vancouver Island Region as well as those traveling between Regions on the 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.
During this sampling period Visitor surveys were obtained in all of the 7 identified Regions of Vancouver Island for a period of 11 weeks commencing April 7th, 2003 and concluding June 22nd, 2003 (the "Spring" sample).
Methodology:
Tourism Vancouver Island recognizes seven distinct marketing regions within the Vancouver Island Region. A field research team was assembled from 6 of the areas to conduct visitor surveys. Each researcher was provided with a sampling plan that identified various locations within the region where approvals had been obtained to conduct visitor intercepts. Within each region sampling locations were chosen to be representative of the various sectors of the tourism industry identified including;
- accommodation,
- transportation,
- travel information centers,
- outdoor recreation and sport,
- attractions, including festivals and events
- arts and culture
The project manager and research coordinator worked from the TAVI office in Nanaimo and the manager communicated with the field research team by telephone and email with occasional debriefings held in Nanaimo. The field researchers were expected to collect approximately 30 surveys per week for a period of 10 weeks. The sampling period was extended by one week to assist some of the researchers to attain the target sample size in their Region. Additionally during the spring session a sample was collected from Region 7 – the Gulf Islands.
The field researchers intercepted visitors randomly at various sampling locations. The visitors were asked if they would consent to participate in the study by completing the survey instrument. Visitors that agreed were asked to sign a consent form indicating that they were completing the survey on a voluntary basis.
Researchers forwarded the completed surveys to the project office on a weekly basis where they were kept secure and confidential.
The Spring survey data was entered into an excel spreadsheet by an outside contractor (Express Data Ltd.) utilizing a double-entry system and the resulting file was forwarded to Malaspina University-College for transfer into SPSS and subsequent analysis of the data.
Outcomes:
The researchers intercepted visitors for a period of approximately 11 weeks commencing in early April throughout the Vancouver Island Region. A total of 2038 surveys were completed relative to a target sample size of 2100.
Of those surveyed 63.4% indicated that the Vancouver Island Region was their main destination while 36.6% were just passing through.
The results indicate that 88.5% of those visitors surveyed stayed within the region for a period of 2 days or more with 39.9% staying up to 5 days. Only 7.5 % stayed only one night and 4.1% of the sample participated in a day trip. 36.7% of the visitors chose a hotel or motel as their preferred accommodation with 11.8% choosing resort properties, 11.2% camping, 9.7% bed and breakfast accommodations and 31.3% of the spring sample stayed with friends or relatives.
BC Ferries was utilized by 37.3% of the sample with a further 24.8% traveling by air. 13.2% of the visitors sampled originated their trip from within the Region. 87.7% of the responses indicated overall satisfaction with the mode of travel to the Vancouver Island Region.
While traveling within the region 40.4% of the sample utilized a private motor vehicle.
75.34% of the spring sample was visiting for pleasure with a further 13% traveling for business or work and 7.7% were combining both activities.
While traveling within the region the most popular outdoor activities included; hiking (37.6%), wildlife viewing (31.8%), whale watching (18.6%), bird watching (17.6%), kayaking or canoeing (10.3%) and golfing (7.6%). The most popular attractions were; parks (44.9%), local shops and artisans (44.5%), beaches (41.8%), shopping malls (34.3%), museums (27.2%), historic sites (25.7%) art galleries (25.6%) and gardens (22.6%).
34.1% of the sample utilized family restaurants, 26.3% pubs or lounges, and 21.7% chose fine dining establishments. 33% of the visitors reported eating at home or with friends and relatives.
The features of the Vancouver Island Region which drew visitors to the area were very clear with 82.1% indicating the scenic beauty, 76.3% the overall atmosphere of the area, 69.4% friendliness of the people, 61.8% safety of the Region, 57% value for money spent and 53.6% opportunities for outdoor recreation.
Respondents indicated that they planned their trip between one to six months prior to traveling (35.9%) or between one week and one month in advance (25.4%). 16.2% planned their trip up to seven days before departing and 11.1% traveled on the spur of the moment.
47.2% of the sample was repeat visitation with 52,7% making their first visit to the Vancouver Island Region.
When asked about previous visits to the specific Region in which they were surveyed 60.0% had never visited the specific area previously.
Of all sources of information used to plan their trip the highest percentages involved; friends and relatives (52.7%), the internet (47.3%), and previous personal experience (35.9%). The largest portion of the sample first learned about the Vancouver Island Region from friends and relatives (49.9%). When asked what most influenced their decision to travel to the region the responses indicated that friends and relatives (47.6%) and previous personal experience (14.1%) had the greatest influence.
The sample response was very positive when asked of their satisfaction with their traveling experience with 87.7% of the sample indicating they would recommend the region to others and 84.5% indicating that they would return to the Vancouver Island Region. Overall, 90.5% of the visitors indicated that they would recommend the Vancouver Island region to a friend. In evaluating their traveling experience respondents indicated a high level of satisfaction with various aspects of their journey; scenic beauty (98.2%), overall atmosphere of the Region (96.4%), friendliness of people (95.1%), quality of accommodation (92.1%), quality of service (91.2%), safety (91.2%), outdoor recreation opportunities (88.3%), ability to obtain information (85.2%), and variety of amenities (84.2%).
Visitors were asked how much their group had spent the previous day on all aspects of their trip. 38.6% spent less than $100 while 24.8% spent between $101 and $200, 13.9% spent between $201 and $300, 14.4% spent between $301 and $800 and 8.3% spent more than $801.
The sample provided a visitor profile indicating that the spring visitor typically traveled with their spouse or equivalent (45.8%), or alone (22.9%) and the age distribution followed typical age demographics with the majority of visitors between the ages of 31-60 (83.4%). 24.9% of the sample reported annual household incomes over $100,000 while 23.9% reported income levels of $39,999 or less.
Of the spring visitors 22.1% were arriving from other areas within the Province while 20.8% were traveling from other regions on Vancouver Island. Approximately 16.1% of the sample arrived from the United States with a further 17.6% traveling from other Canadian regions. 14.5% of the of the sample was traveling from international markets.
The spring data was collected across a variety of tourism sectors with 31.6% of the sample intercepted in the transportation sector, 18% in the accommodations sector, 17.5% sampled at attractions, 13.4% at visitor information centres, 11% at outdoor recreation activities, 6.2% at arts and cultural venues and 2.3% at meeting and conference facilities.
The results of the spring sample support the results of the fall and winter samples and indicate:
- Demand for a variety of tourism products exists in the spring season, throughout the entire Vancouver Island Region, particularly for outdoor recreation and natural environments.
- Spring visitation is generating economic returns for tourism related businesses.
- Demand for emerging sectors of the tourism industry is evident.
- There are some distinct differences in the behaviour of visitors in the Fall and Winter relative to the Spring visitor.
