2010 Nova Scotia Visitor Exit Survey Regional Report

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1 2010 Nova Scotia Visitor Exit Survey Regional Report A Look at Visitors Who Included Yarmouth and Acadian Shores in their Trip to Nova Scotia Reproduction in whole or in part is not permitted without the express permission of Nova Scotia Department of Economic and Rural Development and Tourism Prepared for: Nova Scotia Department of Economic and Rural Development and Tourism March

2 Table of Contents Page Introduction... 1 A Look at Visitors Who Included Yarmouth and Acadian Shores in their Trip to Nova Scotia... 2 Overview of Yarmouth and Acadian Shores Visitors... 3 Average Party Size and Composition... 4 Length of Stay... 5 Trip Expenditures... 6 Trip Purpose... 8 Accommodations... 9 Motivations for Pleasure Travellers Participation in Activities Previous Trips to Nova Scotia Likelihood of Recommending Overall Satisfaction Satisfaction with Aspects of Visit Meeting Expectations Visitor Information Centres/Tourist Bureaus Time of Visit Demographics... 19

3 Acadian Shores 1 Introduction This report presents regional results of the 2010 Nova Scotia Visitor Exit Survey (VES), as prepared by Corporate Research Associates Inc., on behalf of the Nova Scotia Department of Economic and Rural Development and Tourism. This report profiles visitors who travelled to Yarmouth and Acadian Shores during their trip to Nova Scotia. Please note that trip characteristics included in this report relate to the entire trip, not just their stay within this tourism region. Tables referenced within this report are found at visitorexit survey.asp, and show detailed results by tourism region (see Regional VES Data Tables). For more information on visitation to the province, the full VES report and regional reports for the other tourism regions are available online at the above noted address. For further information on this study, please contact: Lee Ann Crouse Senior Research Analyst Research Section Tourism Division Nova Scotia Department of Economic and Rural Development and Tourism World Trade and Convention Centre 1800 Argyle Street, 6th Floor P.O. Box 456 Halifax, Nova Scotia B3J 2R5 Telephone: (902)

4 Acadian Shores 2 A Look at Visitors Who Included Yarmouth and Acadian Shores in their Trip to Nova Scotia This report profiles visitors to Yarmouth and Acadian Shores. The map below shows that Yarmouth and Acadian Shores was visited by five percent of all visitors to the province. Travellers to each of the tourism regions were identified based on the data collected on the community traffic flow portion of the survey. For this analysis, only those who stopped for at least 30 minutes or stayed overnight in a community within a tourism region were considered to have visited that region. A listing of communities can be found in the Study Methodology section of the Full Report.

5 Acadian Shores 3 Overview of Yarmouth and Acadian Shores Visitors Five percent of visitors to the province stopped along Yarmouth and Acadian Shores for at least 30 minutes or stayed overnight. Three quarters of those who visited Yarmouth and Acadian Shores were Canadian, with one quarter originating from other Atlantic Provinces, and a similar number from Ontario. (Table A3) Visitors to Yarmouth and Acadian Shores were less likely than all visitors to the province to be from Atlantic Canada, and more likely to be from Western Canada, the US, or overseas.

6 Average Party Size and Composition 2010 Nova Scotia Visitor Exit Survey Regional Report: Yarmouth and Acadian Shores 4 One half of Yarmouth and Acadian Shores visitors travelled as a couple, while two in ten each travelled as a family or alone. Visitors originating from Western Canada and RV travellers were more likely than their counterparts to travel as a couple. Visitors here for business were more likely than others to travel alone. (Table D10) Comparing results to all visitors to the province, those who included Yarmouth and Acadian Shores in their trip were more likely to travel as a couple and less likely to travel alone. One half of Yarmouth and Acadian Shores visitors included a party member 55 years or older. Americans and RV travellers were more likely than their counterparts to report older party members. Those travelling by car, for pleasure, or to visit friends or family were more likely than others to include a party member under the age of 25. (Table D11) Travellers who included Yarmouth and Acadian Shores in their trip were more likely than all visitors to Nova Scotia to include a party member 45 years of age or older.

7 Acadian Shores 5 Length of Stay Among Yarmouth and Acadian Shores visitors, the average length of stay in Nova Scotia was 9.4 nights. Overseas visitors spent the most number of nights (22.4), while visitors from Atlantic Canada spent the least number of nights (4.8). Visitors travelling by car spent fewer nights (7.4) compared with air (11.8) and RV (10.3) travellers. By trip purpose, those here for business spent the fewest number of nights (5.1), while pleasure travellers and those visiting friends or family stayed for, on average, 10.8 and 8.5 nights respectively. (Table D1) Compared with all visitors to Nova Scotia, those who visited Yarmouth and Acadian Shores during their trip spent more nights in the province (9.4, compared with 5.1 among all visitors).

8 Acadian Shores 6 Trip Expenditures Among travellers who visited Yarmouth and Acadian Shores, those originating from long haul markets reported higher average party expenditures compared with others. Pleasure and air travellers reported higher expenditures compared with their counterparts. (Table D22/D24) Type of Expenditure Average Expenditure Per Party (All Visitors vs. Yarmouth and Acadian Shores Visitors) All visitors Yarmouth and Acadian Shores visitors Fixed roof accommodations $281 $436 Campgrounds $9 $21 Meals in restaurants/hotels/bars $238 $344 Groceries and liquor $81 $136 Gas, oil and/or auto repair $105 $202 Car rental fees, including insurance $75 $150 Local transportation (taxis, limos, etc.) $10 $9 Bridge/Highway/Ferry tolls in Nova Scotia $5 $5 NS cultural products $39 $71 Clothing $70 $79 Other shopping $70 $79 Culture and entertainment $41 $53 Sport and recreation $14 $18 Parking $0 $0 Total Expenditures $1,052 $1,606 Total party expenditures reported among Yarmouth and Acadian Shores visitors were higher compared with expenditures reported by all visitors to the province.

9 Acadian Shores 7 For ease of comparison across key subgroups, total party expenditures (excluding major purchases) were indexed against the average party expenditures among Yarmouth and Acadian Shores visitors. The following graph illustrates the position on the expenditure index by mode of travel, market region and trip purpose. Visitors originating from overseas and other US states reported the highest party expenditures, while visitors from Atlantic Canada and those visiting friends or relatives spent less than others. Results among those who visited South Shore were generally consistent compared with all visitors to Nova Scotia.

10 Acadian Shores 8 Trip Purpose One half of visitors to Yarmouth and Acadian Shores were travelling for pleasure, while close to four in ten were visiting friends or relatives, and one in ten were here on business. Nearly all RV travellers were pleasure travellers. American and overseas visitors were more likely than Canadians to be visiting for pleasure. (Table D3) Comparing results to all visitors to Nova Scotia, those including Yarmouth and Acadian Shores were more likely to be pleasure travellers, and less likely to be in the province on business.

11 Acadian Shores 9 Accommodations Among Yarmouth and Acadian Shores visitors, just over four in ten each reported staying with friends or family or in a hotel. Visitors who were visiting friends and relatives were most likely to report they stayed with friends and relatives and stayed for, on average, 7.9 nights, while business travellers were most likely to have stayed at a hotel for, on average, 4.7 nights. (Table D25) Travellers who included Yarmouth and Acadian Shores in their visit were more likely than all visitors to Nova Scotia to indicate they stayed in paid accommodations other than a hotel.

12 Motivations for Pleasure Travellers 2010 Nova Scotia Visitor Exit Survey Regional Report: Yarmouth and Acadian Shores 10 Among visitors to Yarmouth and Acadian Shores, the main reason given for choosing Nova Scotia as a vacation destination was the desire to visit Atlantic Canada. Overseas visitors were more likely than others to report they wanted to visit Atlantic Canada. (Table D8) Compared with all visitors to the province, those who included Yarmouth and Acadian Shores in their trip were more likely to identify wanting to visit Atlantic Canada or the scenery as their primary reason for choosing Nova Scotia.

13 Participation in Activities 2010 Nova Scotia Visitor Exit Survey Regional Report: Yarmouth and Acadian Shores 11 One half of Yarmouth and Acadian Shores visitors participated in outdoor activities while visiting Nova Scotia. Top activities included coastal sightseeing, hiking, beach exploring, nature observing, and outdoor swimming. Visitors were then asked if they visited any specific places or events. Close to onehalf each reported visiting the Halifax waterfront or museums/historic sites, while approximately four in ten visited craft shops. (Tables N1, N2 and Table N3) Visitors to Yarmouth and Acadian Shores were more likely than all visitors to the province to participate in outdoor activities while visiting (51%, compared with 39% for all visitors). In addition, Yarmouth and Acadian Shores visitors were more likely than all visitors to Nova Scotia to visit places and events, including the Halifax waterfront, craft shops/studios, museums/historic sites, local farms/food producers, nature parks or fossil/geology sites, live music performances, art galleries/fine art studios, and festivals/outdoor events/community fairs.

14 Previous Trips to Nova Scotia 2010 Nova Scotia Visitor Exit Survey Regional Report: Yarmouth and Acadian Shores 12 Three quarters of Yarmouth and Acadian Shores visitors reported their visit in 2010 was not their first, with over six in previously visiting in 2009 or Americans and Western Canadians were less likely than visitors from other regions of Canada and overseas to indicate visiting before. RV and pleasure travellers were more likely than their counterparts to be here for the first time. (Table T12) Travellers to Yarmouth and Acadian Shores were more likely than all visitors to the province to be first time visitors.

15 Likelihood of Recommending 2010 Nova Scotia Visitor Exit Survey Regional Report: Yarmouth and Acadian Shores 13 Over eight in ten Yarmouth and Acadian Shores visitors stated they would recommend (rating 9 or 10 on 10 point scale) Nova Scotia as a vacation destination to friends or family, with over two thirds indicating they would definitely recommend. Overseas visitors were less likely than others to indicate they would recommend visiting Nova Scotia. RV and business travellers were less likely than their counterparts to indicate they would recommend visiting to friends or relatives. (Table O1) Compared with all visitors to the province, those who visited Yarmouth and Acadian Shores were slightly more likely to indicate they would recommend visiting Nova Scotia to friends or family.

16 Acadian Shores 14 Overall Satisfaction Overall satisfaction with visitors trip to Nova Scotia was very high among Yarmouth and Acadian Shores visitors, with just over nine in ten offering a rating of eight, nine, or ten on a 10 point scale. RV and business travellers offered lower satisfaction scores compared with their counterparts. (Table O2) Results among Yarmouth and Acadian Shores visitors were consistent with those reported by all visitors to Nova Scotia.

17 Satisfaction with Aspects of Visit 2010 Nova Scotia Visitor Exit Survey Regional Report: Yarmouth and Acadian Shores 15 Among visitors to Yarmouth and Acadian Shores, satisfaction scores were high for most aspects of their visit. Areas that received lower satisfaction scores included local Nova Scotia wine, the value for money spent, and the mix of traditional and contemporary. (Table O4a O4n) Yarmouth and Acadian Shores visitors offered higher satisfaction scores across most aspects of their visit, compared with all visitors to Nova Scotia.

18 Acadian Shores 16 Meeting Expectations Just over four in ten Yarmouth and Acadian Shores visitors indicated their trip to Nova Scotia exceeded their expectations, while close to six in ten reported their expectations were met. Overseas visitors were less likely than others to report their visit exceeded their expectations. By travel purpose, business travellers were less likely than pleasure travellers and those visiting friends or relatives to report their expectations were exceeded. (Table O5) Yarmouth and Acadian Shores visitors were more likely than all visitors to Nova Scotia to report their visit exceeded their expectations.

19 Visitor Information Centres/Tourist Bureaus 2010 Nova Scotia Visitor Exit Survey Regional Report: Yarmouth and Acadian Shores 17 Among Yarmouth and Acadian Shores visitors, over four in ten reported stopping at a Visitor Information Centre, either when they first entered or while travelling throughout Nova Scotia. Visitors from long haul markets were more likely than local visitors to indicate visiting a VIC. RV and pleasure travellers were more likely than their counterparts to have visited a VIC during their trip. (Tables T9 and T9ct) Visitors to Yarmouth and Acadian Shores were more likely than all visitors to Nova Scotia to report stopping at a VIC while in the province.

20 Acadian Shores 18 Time of Visit Among Yarmouth and Acadian Shores visitors, two thirds visited between June and September. Business travellers were less likely than others to report visiting during this four month period. (Table A7) Travellers who included Yarmouth and Acadian Shores in their visit were more likely than all visitors to Nova Scotia to report visiting during July or August.

21 Acadian Shores 19 Demographics Age Among Yarmouth and Acadian Shores visitors, one quarter each were aged 45 to 54 years or aged 55 to 64 years, and two in ten were 35 to 44 years of age. Twelve percent of visitors were aged 25 to 34 years, and eleven percent were aged 65 to 74 years. Five percent of visitors were under the age of 25. (Table V2) Compared with all visitors, those who visited Yarmouth and Acadian Shores were slightly older.

22 Acadian Shores 20 Education Close to one half of visitors to Yarmouth and Acadian Shores have completed university, while two in ten have completed a college program. Visitors originating from the US were more likely than others to have completed a university education. (Table V4) Yarmouth and Acadian Shores visitors were less likely than all visitors to Nova Scotia to have completed university.

23 Acadian Shores 21 Household Income Just over four in ten Yarmouth and Acadian Shores visitors reported a household income greater than $80K, while close to four in ten indicated their household income was greater than $40K, up to $80K. The remainder reported a household income of up to $40K. American visitors and business travellers were more likely than their counterparts to report a household income greater than $80K. (Table V5/V6) Visitors to Yarmouth and Acadian Shores tended to report a lower household income compared with all visitors to Nova Scotia.

24 Acadian Shores 22 Language Preference English was the preferred language among nine in ten Yarmouth and Acadian Shores visitors. Those originating from Quebec were least likely to prefer English, with three quarters indicating they preferred French. (Table T11) Yarmouth and Acadian Shores visitors were somewhat more likely than all visitors to Nova Scotia to identify French as their preferred language.

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