Long Range Marketing StrategyVisitor Survey Summer 2003 Data
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Phase 2 Visitor Survey - Summer (587kb)
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 visitor’s surveys collected during the summer 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 7 identified Regions of Vancouver Island for a period of 10 weeks commencing June 24th, 2003 and concluding August 31, 2003 (the “Summer” 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 Regions 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, and
- 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. During the summer sample the field researchers were expected to collect approximately 50 surveys per week for a period of 10 weeks.
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 summer 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.
Outcomes:
The researchers intercepted visitors for a period of ten weeks commencing in late June throughout the Vancouver Island Region. A total of 3,320 surveys were completed relative to a target sample size of 3500.
The summer sample was representative of all seven identified Regions in the Vancouver Island area. The received sample included the following tourism sectors: transportation, attractions, accommodations, outdoor recreation and sport, travel information centres and arts and cultural venues.
The survey results indicate that Vancouver Island was the primary destination for 58.8% of the sample while 41.2% were passing through on their way to another destination.
The highest percentage of visitors in each region stayed between 2 to 5 nights. In the south island region, 20.9% of visitors spent between 2-5 nights, 8.3% spent one night and 5.3% spent 6 or more nights. In the central island region, 14.3% of visitors spent between 2-5 nights, 5.1% spent 6 or more nights, and 8.2% spent only one night. In the north central region, 11.9% of visitors spent between 2 – 5 nights, 5.1% spent one night and 6.3% spent 6 or more nights. In the pacific-rim region, 16.6% of visitors spent between 2-5 nights, 4% spent one night and 2.6% spent 6 or more nights. In the north island region, 8.1% of visitors spent between 2-5 nights, 4.5% spent one night and 3.5% spent 6 or more nights. In the gulf island region 6.8% of visitors spent between 2-5 nights, 2.3% spent one night and 3.2% spent 6 or more nights. Finally in the Cowichan region, 6.2% of visitors spent between 2-5 nights, 2.5% spent 6 or more nights and 4.2% spent only one night.
Individuals spent their visit in a variety of lodging options where 31.7% stayed in either a hotel or motel, 29.1% stayed in a campground, 12.8% stayed at a resort, and 9.3% stayed at a Bed and Breakfast establishment. Another 28.1% of visitors to the region reported that they stayed with friends and family members.
In terms of how visitors got to and from the region, 50.5% utilized BC Ferries, and 12.4% traveled by air. Overall, visitors were satisfied with the convenience of travel to the region where 84.4% ranked it as either very convenient (51%) or fairly convenient (33.4%).
While traveling within the Vancouver Island region 50.6% of the sample used a private motor vehicle.17.4% rented a vehicle, 11.5% traveled by boat and 11.1% traveled with friends and/or family.
As could be expected during the summer, a very high percentage (89.2%) of the sample traveled for leisure while 4.5% traveled for both business and leisure and 4.2% traveled solely on business.
While traveling within the region, the most popular summer outdoor activities included; hiking (44.4%), wildlife viewing (38.3%), whale watching (20.7%), bird watching (20.5%), saltwater fishing (16.4%), kayaking or canoeing (16.3%) and road or mountain biking (13.8%). The most popular attractions, in order of rank, were; beaches (56.1%), parks (55.9%) local shops and artisans (50.1%), shopping malls (34.9%), museums (31.7%), historic sites (29.2%), art galleries (26%), gardens (20.8%), farms and country markets (19.4%), festivals and events (16.6%), playgrounds and water-parks (11.8%) and First Nations facilities or events (11.4%).
A high percentage of the respondents (42.9%) either cooked for themselves or ate at the home of friends or family. Another 29.6% of the sample ate at family restaurants, 19% at fast food establishments, 18% at pubs or lounges, and 17.3% at fine dining establishments.
The features of the Vancouver Island region that drew visitors to the area were; scenic beauty (87.3%), overall atmosphere of the area (81%), friendliness of people (68.6%), safety (64.7%), opportunities for outdoor recreation (62.1%), suitable weather (59%) and good value for money (58.3%).
A large proportion (37.5%) of the summer visitors indicated that they planned their trip one to six months in advance of traveling while another 20.5% pre-planned by one week to one month and 17.8% planned more than six months in advance. Another 13.3% planned their trip up to seven days before departure and 10.8% traveled on the spur of the moment.
In contrast to the spring data that indicated that 82.7% of the sample had visited the region previously, only 44.9% of the summer sample were repeat visitors where 55.1% were on their first visit to the Vancouver Island Region.
When asked about previous visits to the specific Region in which they were surveyed, 59.3% had never visited previously, whereas in the spring sample only 28.4% had never visited the region previously.
Visitors used a variety of sources of information to plan their summer visit. The highest percentage included; friends and relatives (54.7%), the internet (52.9%), and previous personal experience (42.9%). The largest portion of the sample first learned about the Vancouver Island Region from friends and relatives (48.4%). When asked what most influenced their decision to travel to the region visitors indicated that friends and relatives (46.2%) and previous personal experience (26.3%) had the greatest influence.
Summer visitors were very satisfied with their overall visit and 88.7%of the sample indicated they would recommend the region to others and 90.4% indicated that they would return to the Vancouver Island Region. Overall, 96.9% of the visitors rated their satisfaction level as good or extremely good.
In evaluating their traveling experience visitors indicated a high level of satisfaction with various aspects of their journey including; scenic beauty (98.7%), overall atmosphere of the region (96%), friendliness of people (94%), outdoor recreation opportunities (91.5%), safety (90.3), suitable weather (88.6%) availability of services (88.3%), quality of accommodation (87.6%), quality of service (84.7%), ability to obtain information (84.6%), ability to obtain information (84.6%).
Visitors were asked how much their group had spent the previous day on all aspects of their trip and 38.3% reported they had spent less than $100, 24.3% spent between $101 and $200, 14.1% spent between $201 and $300, 15.8% spent between $301 and $800 and 7.6% spent more than $801.
The summer visitor typically traveled with a spouse or equivalent (51.8%) or with children and/or parents (28.4%). About 37% of visiting groups had someone between the ages of 41-50 years in their group, 32% had someone 51 – 60 years and 24.6% traveled with someone age 61 or older. Another 27.4% of included someone between 31-40, 17.9% someone 21-30 years, 22.7% someone 11-20 years and 17.7% someone 10 years or younger.
Summer visitors reported a range of annual household income levels where 28.8% of them earned over $100,000 and 17.9% reported income levels of $39,999 or less.
In terms of the origin of summer visitors, 21.8% were from other areas of British Columbia, and 23.2% were from other regions on Vancouver Island. Approximately 21.4% of the sample were from the United States with a further 13.8% from other Canadian regions. 13.1% of the sample were international visitors.
The results of the summer sample support the results from previous seasons in that:
- Demand for a variety of tourism products exists throughout the entire Vancouver Island Region.
- Summer visitation is generating significant economic returns for a variety of tourism related businesses.
- Demand for emerging sectors of the tourism industry is evident.
This information can be used to help grow and sustain the tourism labour market on Vancouver Island by:
- By providing local, current information for business plan and marketing plan development.
- By providing support and information to existing tourism organizations to help attract increased visitation thereby creating additional employment opportunities.
