Cornwall Visitor Survey 2008/09

Transcription

1 Cornwall Visitor Survey 2008/09 Full year Final report (July 2008 to June 2009) Produced for and on behalf of VisitCornwall by The South West Research Company September 2009 The South West Research Company

2 Contents Slide Executive Summary 3 Introduction 8 Contextual background 2008 & Visitor profile 26 Characteristics of visit 35 Information sourcing 53 Visitor Expenditure 58 Visitors views & opinions 63 Destinations visited & other activities undertaken 82 Likes & dislikes/suggestions for improvement 89 APPENDICES

3 Executive Summary Introduction This report presents the findings of a survey of to Cornwall undertaken between July 2008 and June The survey was commissioned by Visit Cornwall and was undertaken by The South West Research Company. The research was designed to provide up-to-date information on the profile of tourism in Cornwall and to compare with the results from previous 2006/7 and earlier surveys (where appropriate) to identify any emerging trends in the profile of tourism in the county. In addition, and for the first time in, the survey also explored attitudes and behaviours around using quality assessed accommodation. Visitor Profile Regardless of the time of year around 9 out of 10 encountered during the survey were staying overnight in Cornwall during their visit. Around four fifths of groups visiting the county consisted of two adults (79%). The proportion of groups containing children visiting Cornwall increased by 3% points compared with 2006/7 to 21%. Average group size was 3.09 people an increase compared with two years ago (2.68 people). Visitors to Cornwall typically fell into the middle/older age brackets 55% were aged 45+ years. Visitors to the county were relatively affluent - 47% were classified as ABC1 s. Almost all interviewed during the survey period were from the UK (92%) with a significant proportion living within the South West region (22%). At 8%, the proportion of overseas to the county during the survey doubled compared with two years ago (4% during the 2006/7 survey). 3

4 Executive Summary Characteristics of visit The majority of to Cornwall during were on a leisure/holiday related visit (83%, compared with 85% during 2006/7). Visitors to the county favoured serviced (35%) and self catering accommodation (34%), compared with 36% and 43% of during the 2006/7 survey respectively. 41% of to Cornwall during indicated that they were staying in quality assessed/star rated, around one third (35%) did not know whether they were staying in accommodation which had been quality assessed/had a star rating or not and 24% of indicated that they were not staying in quality assessed/star rated accommodation. 72% of to the county during the survey indicated that it was very important / important to them when choosing their accommodation that it was a quality assessed/star rated establishment. Booking lead times were high with the majority of booking their accommodation at least one month or more in advance. The county enjoys a high average length of stay amongst of almost 7 nights (6.68 nights). Nearly half (47%) of all were on an additional holiday of 4+ nights in the county i.e. their current trip was not their main holiday of the year. Cornwall attracts a very high proportion of loyal, repeat (88%). The average number of previous staying trips taken in the county in the last five years was also high at around 5 trips. The car remains the most popular form of transport used to reach the county (72% of all ). 4

5 Executive Summary Information sourcing Over a third (36%) of relied on previous visits they had made/knowledge they already had of the county when obtaining information about holidaying in Cornwall. Just under a quarter of (23%) sourced information about Cornwall over the internet. Brochures/guides/leaflets remained a useful source of information for 1 in 10. Almost two thirds (63%) of to Cornwall who had used the internet to source information about the county booked their accommodation on-line. Recognition levels amongst of the website were good at over two fifths (41%) recalling the website homepage when shown a visual prompt. Visitor expenditure Average expenditure amongst in Cornwall was high at around 35 per person per day/night. Average spending was highest in terms of accommodation ( 14.07), shopping ( 8.63), eating and drinking ( 8.54) and lowest in terms of entertainment ( 1.21) and travel and transport ( 3.28). Visitors to the county during the autumn/winter had a higher average spend per person ( 37.58) than those visiting during the spring ( 35.71) and summer periods ( 35.12). 5

6 Executive Summary Visitors views & opinions On the whole, appeared very satisfied with their overall visitor experience whilst in Cornwall. With the exception of six indicators, all of the aspects explored by the survey were considered good or very good by regardless of the time of year of their visit and achieved an average score of 4.02 or more. A high proportion of rated each of the indicators as very good. The top 10 rated indicators in terms of visitor satisfaction during were: the general atmosphere (4.73), feeling of welcome (4.71), cleanliness of the beach (4.64), cleanliness of the sea (4.64), feeling of safety from crime (4.60), quality of the environment (4.59), range of places to eat & drink (4.58), quality of service at accommodation (4.57), value for money of accommodation (4.57) and the upkeep of parks & open spaces (4.56). Visitors to the county during the spring period typically had higher opinions of each of the indicators explored by the survey than those to Cornwall during the summer and autumn/winter months. Only six indicators received an average score of less than These indicators were the availability of public toilets (3.99), choice of nightlife/evening entertainment (3.99), cleanliness of public toilets (3.90), ease of parking (3.78), wet weather provision at visitor attractions/places to visit (3.71) and the cost of parking (3.27). 6

7 Executive Summary Destinations visited and other activities undertaken Visitors to Cornwall appear to be keen sightseers visiting a number of different towns in the county, visitor attractions and places of interest. They also participate in a wide range of different activities and outdoor active pursuits during their trip to Cornwall. St Ives, Newquay and Truro were the most popular towns which had or were intending to visit during their trip to Cornwall. The Eden Project, National Trust/English Heritage properties and Land s End were the most likely attractions/places of interest to be included in their visit to Cornwall by the largest proportions of. Going for a short walk, shopping and spending time on the beach were the activities to Cornwall were most likely to participate in during their visit to the county. 13% of all who were planning to spend half a day or more on the beach indicated that this was the main reason for their visit to Cornwall. Not surprisingly, this proportion increased during the summer period. Likes/dislikes/suggestions for improvements Visitors to Cornwall particularly liked the scenery/landscape/views (21%), followed by the opportunity to relax (18%). When asked what, if anything, had spoilt the enjoyment of their visit to Cornwall, 63% of did not cite anything suggesting they were satisfied with their visit. 8% of all mentioned the distance of the journey to reach the county from their own homes and a further 5% disliked the weather. In addition, were asked to suggest any improvements which could be made to Cornwall to make their visit more enjoyable. Again, 69% of did not cite any improvements whilst 5% of all mentioned improvements to car parking in the county. 7

8 Introduction 8 The South West Research Company

9 Introduction This full year report presents the findings of the Cornwall Visitor Survey conducted between July 2008 and June The survey was undertaken by The South West Research Company for, and on behalf of, VisitCornwall. Previous interim reports have been produced in October 2008 (covering the summer July and August 2008 period) and May 2008 (covering the autumn/winter September 2008 to February 2009 period) and accompany this report. The survey has been undertaken in the county every two years since 1983 and aims to explore a wide range of topics including, amongst other things, the profile of to the county, the characteristics of holiday visits, visitor motivations and satisfaction levels, information sourcing and transportation. The aim of the research is to provide an up-to-date information on the profile of tourism in Cornwall and to compare with the results from previous surveys (where appropriate) to identify any emerging trends in the profile of tourism in the county. Throughout this report direct comparisons have been made, where available, with data from the 2006/7 survey to identify any emerging trends over the last two years and between the summer, autumn/winter and spring periods. 1,022 adults (aged 16 yrs+) have been interviewed between July 2008 and June 2009 at on-street face to face locations throughout the county, a similar proportion as during the 2006/07 survey (1,020). 9

10 Background For the purposes of data collection and analysis the survey was divided into three data collection periods: Summer July & August 2008 & June 2009 Autumn/Winter September - December 2008 & January - February 2009 Spring March - May 2009 The report to follow contains the results for the full annual survey, including a breakdown of the results by the three survey periods detailed above. Where comparative data is available, the results have been compared with those from the 2006/7, 2004/5 and 2002/3 surveys. 10

11 Research Aims & Objectives The overall research requirement was for it to be a sound and reliable assessment of the profile and characteristics of visits made to Cornwall, in order to gain a greater understanding of experiences, their motivations to visit and information requirements. In addition, to explore the factors which influence these enjoyment of their visit as it is these triggers that can be usefully leveraged in product development and marketing. The specific objectives of the research were as follows: To provide up-to-date information on the origin, profile and behaviour of to Cornwall and to explore the nature of their trips made to the county between July 2008 and June To ascertain attitudes towards the accommodation quality graded scheme. To identify motivations to visit Cornwall as well as the quality of their visitor experience whilst on holiday in the county i.e. visitor satisfaction. To establish information requirements in advance of making their trip and to explore their booking patterns. To provide information on the average level and composition of visitor expenditure in the county. To identify key trends in relation to all of the above and, where possible, to compare with previous studies undertaken in Cornwall to identify any long-term and emerging trends so that more informed decisions can be made in relation to marketing initiatives and facility provision, as well as strategic planning. 11

12 Methodology A face to face questionnaire survey was conduced by experienced interviewers between 26 th July 2008 and 30 th June Adults (aged 16+ yrs) were sampled on a random basis. 65 interviewing sessions, each lasting approximately 6 hours typically between 10 am and 4 pm were undertaken over the survey period. A total of 1022 questionnaires were completed during the summer period (July - August 2008 & June 2009), 422 during the autumn/winter period (September 2008 February 2009) and 253 during the Spring period (March-May 2009). To ensure only to the county were interviewed filter questions were used to exclude residents of Cornwall and those on day visits concerned with their normal work or regular/household shopping. 12

13 Statistical reliability sample surveys are subject to statistical error. The size of this error varies with the sample size and also with the order of magnitude of the research findings being considered. The survey results in this report are presented for all and separately for summer, autumn/winter and spring. The table below shows the sample achieved for each type and gives the margins within which one can be 95% certain that the true figures will fall (assuming the sample is random). The figures shown are at the 95% confidence limits. Thus, for example, we can be 95% certain that, for all, with a result of 50%, the true percentage is in the range of 46.9% to 53.1%. For the summer sample, the possible range is wider between 44.7% and 55.3%. These margins of error shown above should be borne in mind when interpreting the results contained in this report. Visitors Summer period Autumn/winter period Spring period Research findings Sample: 1020 Sample: 347 Sample: 422 Sample: % or 90% +/ / / / % or 80% +/ / / / % or 70% +/ / / / % or 60% +/ / / / % +/ / / /

14 Interview locations For comparison with previous years Cornwall Visitor Surveys, the interviews have been undertaken in six locations within the county. The percentage of interviews achieved at each location and by season of the year are shown in the table below: Interview locations 2008/2009 Bude Falmouth Looe Newquay St Ives Trur o 16% 17% 17% 16% 19% 15% Summer 17% 23% 18% 11% 16% 15% Autumn/winter 11% 13% 15% 26% 24% 12% Spring 23% 17% 18% 8% 13% 21% 14

15 Contextual background 2008 & The South West Research Company

16 Contextual background 2008 & 2009 The slides to follow in this chapter will help to provide an insight and some background/contextual information on a number of key facts, figures and trends that will have impacted on tourism in the UK during July 2008 to June 2009 and which may be useful to consider when interpreting some of the year on year results for Cornwall during 2008 and 2009 contained in this report. Weather According to Met Office figures temperatures, rainfall and sunshine totals were all close to their seasonal average during June 2008 it was the coolest June since July 2008 weather brought exceptionally above average rainfall, close to average amounts of sunshine but above average temperatures. Met Office figures confirmed it was the dullest August (2008) on record across the UK (with figures dating back to 1929), and rainfall was exceptionally above average, however on a brighter note temperatures were above average. Flooding hit parts of South and Mid Wales and North East England. Met Office figures indicated that September 2008 brought close to average amounts of rainfall, close to average temperatures, but below average amounts of sunshine - in fact it was the dullest September since Parts of Britain saw their first October snow since the 1970s, with flights having to be diverted from Luton. October 2008 weather across the UK brought below average temperatures, well above average amounts of sunshine but exceptionally above average rainfall totals. Met Office figures show November 2008 brought close to average sunshine and rainfall totals across the UK, with temperatures above average (though for England maximum temperatures were at their lowest since 1998). Met Office figures showed that the UK had below average temperatures in December 2008 (coldest since 1996), rainfall was well below average and the amounts of sunshine exceptionally above average. 16

17 Contextual background 2008 & 2009 Met Office figures for January 2009 showed that the UK experienced below average temperatures, close to average amounts of rainfall but exceptionally above average amounts of sunshine. The UK weather during February 2009 brought temperatures that were close to average, sunshine totals below average and rainfall exceptionally below average. The UK weather in March 2009 brought exceptionally above average amounts of sunshine (third sunniest since 1929), below average rainfall and above average temperatures. Met Office figures showed that the weather across the UK during April 2009 was typified by below average rainfall, above average amounts of sunshine and exceptionally above average temperatures. Met Office figures for May 2009 revealed that temperatures and sunshine amounts were both above average for the UK as a whole, but that rainfall totals were well above average. In June 2009 the UK weather was characterised by well above average amounts of sunshine, above average temperatures and below average rainfall. Domestic economic news The Bank of England kept the base rate at 5% in July Out-of-town shopping centres reported a drop in customer volumes during July indicating that the high cost of petrol may be deterring Britons from making longer car journeys. An Ernst and Young study during the summer of 2008 suggested that the average UK household was 15% worse off than five years ago in terms of its discretionary income. UK consumer inflation climbed to 4.4% in July UK consumer confidence fell further in July 2008 to its lowest level since November During July 2008 the Bank of England said UK economic growth will be flat over the next year and The British Chambers of Commerce again stated that a UK recession was only months away, and that unemployment may rise to 2 million by early UK retail sales were stronger than expected during July

18 Contextual background 2008 & 2009 UK interest rates were kept at 5% by the Bank of England Monetary Policy Committee during August Sterling weakend following pessimistic comments by the Chancellor during August OECD said that the UK economy will enter recession during New car sales in the UK during August 2008 were at their lowest level since further suggesting that consumers were cutting back on discretionary spending. UK consumer confidence in August 2008 remained at historically low levels. UK consumer price inflation increased to an annual rate of 4.7% in August UK consumer confidence remained weak but steady in September Activity in the UK service sector shrank at its fastest rate for more than 12 years in September 2008 according to the Chartered Institute for Purchasing and Supply, with hotels and restaurants said to be particularly hard hit. During September 2008 The British Chambers of Commerce said that results from its latest survey of 5,000 companies were exceptionally bad and that UK unemployment may increase by 350,000 over the next year or so. UK GDP shrank by 0.5% between the second and third quarters of 2008, the sharpest drop since the first quarter of UK consumer price inflation crept up further in September 2008 reaching an annual rate of 5.2%. According to Ernst & Young during September 2008 the UK was already in recession and the economy would shrink by a further 1% in Sterling lost up to 3% of its value against currencies including the US Dollar and Japanese Yen during September 2008 following confirmation by the Governor of the Bank of England that the UK was entering a recession. A weak Sterling makes the UK a more affordable destination for inbound but ups the costs of imports and lessens the benefits of a decline in the price of oil, which is traded in US Dollars UK consumer confidence declined further in October

19 Contextual background 2008 & 2009 The Bank of England cut the UK base rate by 1.5% during October The rate of UK unemployment increased from 5.4% to 5.8% of the labour force. The pound fell to below $1.49 and for the first time below 1.20 during October UK consumer price inflation fell back to an annual rate of 4.5% in October HM Treasury forecasted that UK GDP will decline by between 0.75% and 1.25% in UK interest rates were cut by a full percentage point to 2% during November the lowest rate in 57 years. The OECD warned that UK GDP would contract by 1.1% in faster than in any of the other G7 nations and that unemployment would increase to 8%. The pound fell to a record low of 1.12 as fears about UK economic prospects mounted. UK interest rates were cut by 0.5 percentage points to 1.5% during December the lowest rate on record. UK unemployment increased to 6.0% of the workforce as the claimant count moved above one million with the steepest rise since The Management Consultancies Association forecasted that 360,000 managers in the UK would have lost their jobs by Revised figures indicated that the UK economy shrank at a slightly faster rate than first thought in the period July to September 2008, with a decline of 0.6% in the amount of activity. The British Chambers of Commerce warned that there had been a dramatic contraction in the UK economy. UK consumer confidence continued to fall in December The pound continued to trade at an historical low against the Euro. The Centre for Economic and Business Research forecasted the UK economy to contract by 2.9% in the sharpest decline since UK consumer price inflation fell to 3.1% in December 2008 from 4.1% in November In the three months to November 2008 UK unemployment increased by 131,000 to 1.92 million. 19

20 Contextual background 2008 & 2009 The UK economy contracted by 1.5% in the final three months of 2008 compared with the three months to September 2008 making it the sharpest slowdown since The IMF said global economic growth will be just 0.5% in 2008, with the UK worst hit among developed economies as the economy shrinks by 2.8%. UK interest rates cut to 1% during January The Bank of England forecasted that the UK economy may contract by 3% in 2009 with the recession longer and deeper than had been forecast just three months previously. In the three months to December 2008 the UK unemployment rate climbed to 6.3% of the labour force. UK consumer price inflation edged down to an annual rate of 3% in January The Bank of England cuts interest rates to 0.5% in February The IMF warned that the UK would be in recession longer than any other developed economy, contracting 3.8% in 2009 and by a further 0.2% in Revised figures indicated UK GDP contracted at an annual rate of 2.0% in the final quarter of 2008, slightly worse than previously estimated. UK headline consumer price inflation surprises analysts by increasing to an annual rate of 3.2% in February UK consumer confidence sees a slight improvement in March The Chancellor forecasted that the economy would contract by 3.5% this year but expand by 1.25% in a more optimistic forecast than the consensus view among independent analysts. The CBI forecasted that the UK economy would shrink 3.9% in 2009, with a weak and fragile recovery starting next spring IMF forecasted that the UK economy would shrink by 4.1% this year and by 0.4% in UK unemployment rate increases to 6.7% in the three months to February UK consumer confidence improved markedly in April 2009, returning to where it stood in June 2008 The Bank of England said the UK s economic recovery would be slow and protracted. 20

21 Contextual background 2008 & 2009 A weakening dollar means that the pound now costs more than $1.64 for the first time since last October UK consumer confidence remained stable in May The Bank of England kept UK interest rates unchanged in June 2009 at 0.5%. Sterling weakened due to political upheaval unsettling the currency markets in early June 2009, but then resumed its recent trend of strengthening. Consumer credit grew at an annual rate of just 2.9% in April 2009 according to the Bank of England, indicating that there is little sign of a pick up in lending. UK consumer price inflation fell less than expected in May 2009, helping to sustain the pound s rally against other currencies. UK unemployment increased to 7.2% of the workforce in the three months to April UK retail sales fell at an annual rate of 1.6% in May 2009 indicating that consumers are still being very cautious about spending. UK unemployment increased by 281,000 in the three months to May 2009 to stand at 2.38 million. Ernst & Young forecast that the UK economy will contract 4.5% this year and in the worst case scenario swine flu could drag this down to a 7.5% decline in activity. Tourism News The Global Refund reported an annual 23% increase in sales to overseas reclaiming tax in May Figures from PKF indicated that regional hotel occupancy in May 2008 was slightly down on last May at 73.3%, whereas London hotel occupancy was marginally up on a year ago at 81.0%. The government called for a green energy revolution, which may include up to 3,500 new wind turbines being erected over the next few years. Weston-Super-Mare Pier devastated by fire. 21

22 Contextual background 2008 & 2009 Figures from PKF indicated that regional hotel room occupancy in June 2008 stood at 75.0%, down from 76.8% a year ago, with London occupancy at 84.9%, down from 87.1%. A report by OAG claimed that global airline seat capacity would be 7% lower in the final three months of 2008 than a year ago. Figures from PKF showed that hotel occupancy in London during July 2008 stood at 88.3%, up from 86.5% a year earlier, whereas occupancy in regional hotels declined from 77.2% in July 2007 to 75.9% in According to tri Hospitality Consulting the average UK chain hotel witnessed a 1% decline in profit margins during the first seven months of 2008 compared to a year earlier. The World Health Organisation reported two new human deaths from H5N1 avian flu in Indonesia According to PKF chain hotel occupancy dipped slightly in August 2008 compared with a year earlier in both London and the regions. The UK Committee on Climate Change said a cut in greenhouse gas emissions of at least 80% by 2050 should include international aviation and shipping. UNWTO reported a rapid slowdown in international tourism and forecasted growth of between 0% and 2% in PKF figures indicated that regional hotel occupancy in September 2008 stood at 76.3% compared to 78.9% a year earlier, with occupancy in London hotels falling sharply from 86.4% in 2007 to 81.6% in Occupancy (measured in bedspaces) in service accommodation across the UK slipped from 65% in August 2007 to 59% in August 2008 according to figures from the United Kingdom Occupancy Survey. More recent data from PKF indicated hotel occupancy in October 2008 stood at 83.8% in London and 72.7% in the regions, down from 86.5% and 77.2% respectively a year earlier. Car rental company Avis reported trade noticeably lower in the final quarter of

23 Contextual background 2008 & 2009 According to the 2007 Family Spending Survey the typical household in the UK spent per week on restaurant and café meals and 2.50 per week on accommodation services for UK holidays ( 3.50 per week for accommodation services on foreign holidays and per week holiday spending abroad ). Two new cases of H5N1 avian flu were confirmed in humans in Indonesia; one of those infected recovered but the second case proved fatal. IATA forecasted that global air passenger volumes would decline by 3% in The Real Hotel Company went into administration; the group ran hotels under brand names including Purple Hotels and Stop Inns, along with the New Connaught Rooms conference venue in London. Figures from PKF indicated a sharp fall in hotel room occupancy in the UK regions in December 2008, down from 62.2% in 2007 to 56.3% in 2008; London hotel room occupancy stood at 72.4%, slightly down on Holiday camp company Pontins said it was to redevelop its holiday centres, creating 2,000 new jobs. According to TRI Hospitality Consulting revenue per available hotel room in London could fall by as much as 10% in A study conducted by the Economist Intelligence Unit and Amadeus suggested that business travellers are more concerned about hotel wi-fi access and efficient check-in rather than luxuries such as a gym and that a diminishing proportion are considering extending business trips to include some leisure time. The World Health Organisation reported new cases of H5N1 avian flu in humans in both Egypt and Vietnam. According to the Association of Leading Visitor Attractions 60% of its members expect visitor numbers in 2009 to be equivalent to, or higher, than in

24 Contextual background 2008 & 2009 Figures from tri Hospitality Consulting reveal that in February 2009 London hotel occupancy was 3.2% down on a year earlier, with occupancy in provincial hotels down 4.6%. The 2010 British International Motor Show was cancelled in light of the economic downturn and slump in car sales. Figures from PKF indicated that hotel occupancy in London during February 2009 stood at 74.9% compared with 77% a year earlier, with occupancy in provincial hotels down from 69.7% in February 2008 to 64.3% in The World Health Organisation reiterated that the current outbreak of swine flu should not lead to any restriction on travel or trade. According to STR Global revenue per available room in hotels close to Heathrow was 24% down on a year ago. Figures from PKF indicated that hotel room occupancy fell in March 2009 compared with a year ago; in London occupancy stood at 77.5%, down from 78.4%, and in the provinces at 65.4%, down from 68.2%. The government announces 525m funding for the development of offshore wind projects. UNWTO reported a global decline in international tourism of 8% in the first two months of TRI Hospitality Consulting reported that hotel occupancy in London chain hotels stood at 80.4%, with provincial chain hotels at 67.3%, on a par with previous Easter months, but with leisure making up a larger share of guests than normal room rates in London were 10.2% down on a year ago and 11.2% down in the regions. According to PKF s survey London hotel occupancy in April 2009 stood at 82.5%, up from 81.7% a year earlier, whereas provincial hotel occupancy fell from 73.0% in 2008 to 63.9% in The pandemic alert level for Swine Flu is raised to 6 due to community spread of the H1N1 virus in more than one region of the world. However, this did not reflect any change in the potency of the virus, which in the overwhelming majority of cases remains mild. WHO has again stated that there is no need for travel or trade restrictions. 24

25 Contextual background 2008 & 2009 According to TRI Hospitality Consulting chain hotel occupancy in London stood at 81.3% in May 2009, down from 82.7% a year ago, with provincial hotel occupancy at 70.2% down from 73.7% in According to PKF UK regional hotel occupancy fell from 74.2% in May 2008 to 70.1% in 2009, with yield per available room declining 14.4%, while in London occupancy increased from 81% to 82.1% with yield per available room 6.4% down. 25

26 Visitor profile 26 The South West Research Company

27 Summary Regardless of the time of year around 9 out of 10 encountered during the survey were staying overnight in Cornwall during their visit. Around four fifths of groups visiting the county consisted of two adults (79%). The proportion of groups containing children visiting Cornwall increased by 3% points compared with 2006/7 to 21%. Average group size was 3.09 people an increase compared with two years ago (2.68 people). Visitors to Cornwall typically fell into the middle/older age brackets 55% were aged 45+ years. Visitors to the county were relatively affluent - 47% were classified as ABC1 s. Almost all interviewed during the survey period were from the UK (92%) with a significant proportion living within the South West region (22%). At 8%, the proportion of overseas to the county during the survey doubled compared with two years ago (4% during the 2006/7 survey). 27

28 Introduction This chapter summarises the main demographic profile of to Cornwall between July 2008 and June 2009 and reviews the results of a series of questions used to determine this including: Type of visitor (day vs. staying) Group composition (including number of people in the group and average group size) Age group Socio economic grouping Visitor origins 28

29 Staying accounted for around 9 out of 10 to Cornwall during 89% of to Cornwall during were staying overnight in the county for one or more nights with this proportion almost unchanged compared with the 2006/7 survey (88%). The proportion of staying to the county was highest during the autumn/winter months (91%) and lowest during the summer (87%). Type of visitor Visitors 2008/09 Type of visitor by season Summer Aut/win Spring 2006/7 6% 5% Day visitor from home Day visitor on holiday 6% 6% 6% 6% 6% 7% 4% 5% 5% 6% 89% Day visitor from home Day visitor on holiday Staying visitor Staying visitor 87% 91% 89% 89% 88% 6% of were on a day trip from home i.e. were travelling to and from their homes on the day of their visit - the same proportion as during the 2006/7 survey. The remaining 5% of were on a day trip from a holiday base outside of the county (day on holiday) compared with 6% of all during the 2006/7 survey. The proportion of day on holiday to the county was slightly higher during the summer months (7%). 29

30 The survey has seen a small increase in the proportion of adults visiting the county with children compared with 2006/7 Around four fifths (79%) of adults visiting Cornwall during were doing so in adult only groups (82% during 2006/7). The survey has seen an increase, albeit small at only 3% points, in the proportion of adults visiting the county with children at 21%, compared with 18% during the 2006/7 survey. Group composition by season Summer Aut/win Spring 2006/7 Adults only 67% 86% 83% 79% 82% Adults with children 33% 14% 17% 21% 18% Group composition Visitors Adults with children, 14% When comparing the composition of groups visiting the county according to the time of year there is clearly a significant shift in profile. The summer months of saw more than double the proportion of adults with children visiting the county (33%) compared with only 14% during the autumn/winter period. 30 Adults only, 86%

31 Average group size was 3.09 during, compared with 2.68 during 2006/7 interviewees were asked, including themselves, how many people were visiting Cornwall in their immediate party. Number of people in group Visitors to % 9% 7% 41% No. people in group by season Summer Aut/win Spring 2006/7 One 7% 9% 6% 7% 11% Two 37% 46% 40% 41% 58% Three to five 46% 40% 45% 43% 25% Six+ 11% 6% 10% 9% 5% Ave. group size Around two fifths (41%) of all groups during the survey contained two people, compared with almost three fifths (58%) of all groups during the 2006/7 survey. In contrast, 43% of groups during the survey contained between three and five people, an 18% points increase compared with the proportion during the 2006/7 survey (25%). At 3.09, average group size during the survey increased by 0.41 people compared with 2006/7. The average group size was, not surprisingly, highest during the summer period (3.24) and lowest during the autumn/winter months (2.89). 31

32 The age profile of to the county during has changed little compared with two years ago Excluding children aged 15 yrs or younger (representing 14% of all to the county during ), one third of all were aged between years, whilst 35% were aged between years. Age group by season Summer Aut/win Spring 2006/ yrs 20% 10% 11% 14% 13% Age group Visitors yrs 9% 9% 4% 8% 7% yrs 8% 8% 7% 8% 7% yrs 17% 15% 14% 16% 15% yrs 18% 18% 14% 17% 16% yrs 15% 19% 21% 18% 21% 65+ yrs 14% 20% 30% 20% 21% The age profile of to the county during clearly changed according to the time of year of their visit. The summer months saw double the proportion of children to the county (20% aged 0-15 yrs) compared with only around one in ten during the autumn/winter and spring periods. In contrast, the autumn/winter and spring months saw a significantly higher proportion of adults aged 55+ frequenting the county than during the summer time % 20% 17% 14% 16% 8% 8% 0-15 yrs yrs yrs yrs yrs yrs 47% of all were male and 53% female.

33 Cornwall attracts a good mix of from all socio economic backgrounds Using the results from two questions which explored the main occupation of the chief income earner in the respondents household it was possible to categorise interviewees into one of four standard socio economic classifications. Socio economic group Visitors Socio economic profile by season Summer Aut/win Spring 2006/7 AB 17% 16% 15% 16% 15% DE, 18% AB, 16% C1 29% 34% 31% 31% 38% C2 31% 36% 37% 34% 35% DE 24% 14% 17% 18% 17% C2, 34% C1, 31% A - Approximately 3% of the total population. These are professional people, very senior managers B - Approximately 20% of the total population Middle management executives in large organisations, principal officers in local government, top management or owners of small business concerns. C1 - Approximately 28% of the total population. Junior management, owners of small establishments, and all others in non-manual positions. C2 - Approximately 21% of the total population. skilled manual workers, and those manual workers with responsibility for other people. D - Approximately 18% of the total population. semi-skilled and un-skilled manual workers, apprentices and trainees to skilled workers. E - Approximately 10% of the total population. those entirely dependent on the state long-term, through sickness, unemployment, old age or other reasons. Those unemployed for a period exceeding six months 47% of all to the county during the survey were classified as ABC1 s including 16% as AB s and 31% as C1 s. A further 34% of fell into socio economic group C2 and the remaining 18% group DE. There was little variation compared with two years ago and with the profile of during different times of the year. 33

34 Just over a fifth (22%) of all to Cornwall during the survey were residents of the South West region 5% West Midlands (6%) 5% Wales (5%) 4% Somerset (-) 12% Devon (12%) 4% Hampshire (4% ) 2006/7 survey figures shown in brackets in red % of to Cornwall during the survey were UK residents, compared with 96% during the 2006/7 survey. 22% of all domestic lived within the South West region (but outside of Cornwall*) compared with 24% during 2006/7. 12% of to the county lived in Devon, as was the case during the 2006/7 survey. The county also received a significant proportion of from the West Midlands (5%), Wales (5%), Hampshire (4%), and Somerset (4%) during. 8% of all to Cornwall during were from overseas a 4% point increase compared with two years ago (4% during the 2006/7 survey), including 2% from Germany For a full list of visitor origins by UK and overseas see Appendix 2. Please note that Cornish residents were excluded from the survey.

35 Characteristics of visits 35 The South West Research Company

36 Summary The majority of to Cornwall during were on a leisure/holiday related visit (83%, compared with 85% during 2006/7). Visitors to the county favoured serviced (35%) and self catering accommodation (34%), compared with 36% and 43% of during the 2006/7 survey respectively. 41% of to Cornwall during indicated that they were staying in quality assessed/star rated, around one third (35%) did not know whether they were staying in accommodation which had been quality assessed/had a star rating or not and 24% of indicated that they were not staying in quality assessed/star rated accommodation. 72% of to the county during the survey indicated that it was very important / important to them when choosing their accommodation that it was a quality assessed/star rated establishment. Booking lead times were high with the majority of booking their accommodation at least one month or more in advance. The county enjoys a high average length of stay amongst of almost 7 nights (6.68 nights). Nearly half (47%) of all were on an additional holiday of 4+ nights in the county i.e. their current trip was not their main holiday of the year. Cornwall attracts a very high proportion of loyal, repeat (88%). The average number of previous staying trips taken in the county in the last five years was also high at around 5 trips. The car remains the most popular form of transport used to reach the county (72% of all ). 36

37 Introduction This chapter explores in more detail the nature of these trips made to the county including: Reason for visit Accommodation used Booking lead times Nearest town where staying Length of stay staying trips (nights) & length of day trip (hours) Type of visit First time/repeat visits Transportation 37

38 83% of to the county during were on a leisure/holiday trip 83% of interviewed during the survey were on a leisure/holiday visit to Cornwall with little change in this proportion compared with two years ago (85% during the 2006/7 survey). Main reason for visit Main reason for visit by season Summer Aut/win Spring 2006/7 3% 2% 11% Leisure/ holiday 85% 78% 87% 83% 85% VFR 9% 14% 8% 11% 11% Business/ conference 2% 4% 1% 2% 1% 83% Special shopping trip 1% Other 3% 3% 2% 3% 2% Leisure/holiday VFR Business/conference Other 11% of were visiting friends or relatives who lived in the county the same proportion as during the 2006/7 survey with this proportion significantly higher during the autumn/winter months (14%) than during the summer or spring time (9% and 8% respectively). For a full list of the other main reasons for visit see Appendix 2. 38

39 There was little change in the type of accommodation chosen by compared with two years ago As was the case during the 2006/7 survey the most popular choices of accommodation type amongst to the county during the survey were serviced (35%) and self catering accommodation (34%). One in ten were camping or caravanning in the county at the time of their interview (9% during the 2006/7 survey) with this proportion not unsurprisingly highest during the summer period (two out of every ten ). 13% of were staying in the home of a friend or relative, compared with 12% two years ago. Choice of accommodation by season Summer Aut/win Spring 2006/7 Serviced 32% 36% 40% 35% 36% Self catering 29% 43% 39% 34% 43% Camping/ caravanning 20% 3% 6% 10% 9% VFR 12% 15% 11% 13% 12% Other 6% 4% 6% 9% 8% For a full list of the other types of accommodation used by see Appendix 2. 39

40 The last four years have seen an increase in the proportion of choosing to stay in serviced accommodation in the county 40

41 Awareness levels of quality assessed accommodation were mixed amongst staying to the county Visitors to the Cornwall during survey were asked whether they were staying in accommodation which had been assessed in terms of it s standard of quality and had a star rating. 41% of to Cornwall during indicated that they were staying in quality assessed/star rated accommodation (including half of all to the county during the spring), whilst around one third (35%) did not know whether they were staying in accommodation which had been quality assessed/had a star rating or not. 24% of indicated that they were not staying in quality assessed/star rated accommodation. Whether staying in assessed accommodation Visitors Don't know 35% Yes 41% Whether staying in quality/ assessed accommodation by season Yes No Summer Aut/win Spring 36% 40% 50% 41% 28% 28% 10% 24% No 24% Don t know 36% 32% 40% 35% Please note: This question was asked for the first time during the survey, hence no comparable data for 2006/

42 72% of staying to the county during felt if was important/very important that their accommodation was quality assessed/had a star rating Visitors were also asked to indicate how important it was for them when choosing their accommodation that it had been quality assessed/had a star rating. Importance of accommodation being quality assessed/having a star rating Visitors Very unimportant 2% Whether staying in quality/ assessed accommodation by season Summer Aut/win Spring Very unimportant 4% 1% - 2% Unimportant 10% 10% 7% 9% Neither unimportant or important 11% 17% 22% 17% Very important 32% Important 40% Neither unimportant or important 17% Unimportant 9% Important 46% 40% 35% 40% Very important 29% 31% 36% 32% 72% of to the county during the survey indicated that it was very important / important to them when choosing their accommodation that it was a quality assessed/star rated establishment with this proportion highest amongst summer (75%). Only around 1 in 10 staying (11%) felt that it was very unimportant / unimportant to them when choosing their accommodation that it was a quality assessed/star rated establishment (14% of summer ). 17% of did not consider it an unimportant or important consideration when choosing their accommodation

43 Around two fifths of all staying had booked their accommodation between one and six months in advance of their visit 56% of all staying to Cornwall during had booked their accommodation one or more months in advance including 17% who had done so more than six months in advance of their actual visit. 23% had booked less than a month before their visit whilst 4% had just turned up. 17% felt there had been no need to book their accommodation in advance of their visit. Booking lead times were highest amongst to the county during the spring period. When booked accommodation by season Summer Aut/ win Spring 2006/7 >6 mths ago 22% 16% 9% 17% 19% 1-6 mths ago 37% 32% 53% 39% 39% When booked accommodation Visitors Just turned up 4% No need to book 17% > 6 mths ago 17% <1 mth ago 19% 27% 22% 23% 20% Just turned up 7% 3% 2% 4% 5% No need to book 15% 22% 14% 17% 18% There was little change in booking lead times to the county compared with two years ago during the 2006/7 survey. 43 < 1 mth ago 23% 1-6 mths ago 39%

44 The last four years have seen an increase in the proportion of choosing to book their accommodation within one month of their visit 44

45 Around one fifth of were staying in Newquay at the time of their interview Around 1 in 5 staying to Cornwall during (19%) were staying in Newquay at the time of interview a similar proportion as during the 2006/7 survey (20%). 14% were staying in St Ives the same proportion as during two years ago, whilst a further 11% were staying in Looe (8% during 2006/7). One in ten was staying in Falmouth (9% during 2006/7) and a further 9% in Bude (the same proportion as during 2006/7). Nearest town where staying by season Summer Aut/ win Spring 2006/7 Newquay 20% 19% 18% 19% 20% Looe 13% 10% 11% 11% 8% Falmouth 11% 8% 11% 10% 9% St Ives 9% 16% 15% 13% 13% Bude 7% 7% 13% 9% 9% Looe and Falmouth were more popular amongst during the peak summer period than during the autumn/winter and spring periods. Day were spending an average of 4.63 hours in Cornwall on the day of their visit. This included 5.16 hours during the summer period, 4.22 hours in the autumn/winter period and 4.60 hours in the spring period. 45

46 Average length of stay during the survey was 7.5 nights an increase compared with two years ago 3 out of 10 staying were on a 7 night stay in Cornwall at the time of their interview, a similar proportion to two years ago (32%). A further 23% of staying were on a three to four night stay (24% during 2006/7) and 15% a five to six night stay (17% during 2006/7). Average length of stay during the survey was 7.5 nights, compared with 6.9 nights during 2006/7. Number of nights staying in Cornwall Visitors 2008/09 Nights by season Summer Aut/ win Spring 2006/ % 9% 6% 7% 6% % 23% 39% 23% 24% % % 14 9% 15+ 6% 1-2 7% % % 18% 16% 15% 17% 7 38% 27% 24% 30% 32% % 9% 4% 8% 7% % 1% 3% 2% 3% 14 14% 7% 5% 9% 9% 7 30% % % 6% 2% 6% 2% Not surprisingly, length of stay was highest during the summer period at 8.8 nights and compared with 7.2 nights during the autumn/winter period and 5.9 nights during the spring. 46

47 There has been a gradual move towards shorter stays of less than 7 nights over the last nine years since the 2000/2001 survey 47

48 Nearly half of all were on an additional holiday of 4+ nights to the county 47% of all to Cornwall during were on an additional holiday and staying for 4 or more nights this compares with 44% of during the 2006/7 survey. A further 29% of were on their main holiday of the year (30% during 2006/7). 48% of summer period were on their main holiday of the year in the county, whilst 62% of to Cornwall during the spring months were on an additional holiday. Type of visit Visitors Type of visit by season Summer Aut/ win Spring 2006/7 Additional holiday (4+ nights) 47% Day visit 11% Main holiday (4+ nights) 29% Short break (1-3 nights) 12% Day visit 13% 10% 11% 11% 13% Short break 7% 17% 13% 12% 13% Main holiday 48% 22% 14% 29% 30% Additional holiday 32% 52% 62% 47% 44% The average number of previous overnight staying trips to Cornwall in the last 5 years made by those visitor staying overnight in the county on this particular visit was 5.2 trips (6.7 trips during the 2006/7 survey). 48

49 There has been little change in the type of trip taken between 2006 and

50 88% of were on a repeat visit to Cornwall during the survey 88% of interviewed during the survey were on a repeat visit to the county, compared with 90% during 2006/7. The proportion of first time was highest during the summer period at 15%. First time/repeat visit Visitors 2008/09 First time visit 12% First time/ repeat visit by season Summer Aut/ win Spring 2006/7 First visit 15% 9% 13% 12% 10% Repeat visit 85% 91% 87% 88% 90% Repeat visit 88% 50

51 There has been a gradual decrease in the proportion of first time to the county since 2002/3 51

52 Around three quarters of arrived by car, van etc The car/van/motorcycle etc. remained the most popular choice of transport for the longest part of journey to Cornwall during the survey (72%, compared with 75% during 2006/7). 11% of were there as part of an organised coach tour an increase of 3% points compared with two years ago and including over a fifth (21%) of to Cornwall during the spring period. Main form of transport Visitors 2008/09 5% 2% 6% First time/ repeat visit by season Summer Aut/ win Spring 2006/7 Car/van etc. 72% 74% 68% 72% 75% 3% 11% Bus/coach service Organised coach tour 3% 5% 2% 3% 6% 9% 6% 21% 11% 8% 72% Plane/air 6% 7% 2% 5% 4% Train 7% 6% 6% 6% 4% Other 3% 2% 1% 2% 4% Car/van/motorcycle etc. Organised coach tour Train Bus/coach service Plane/air Other For a full list of the other main forms of transport used by see Appendix 2. 52

53 Whilst arriving by car remains the most popular choice of transport, organised coach tours have been on the increase over the last four years 53

54 Information sourcing 54 The South West Research Company

55 Summary Over a third (36%) of relied on previous visits they had made/knowledge they already had of the county when obtaining information about holidaying in Cornwall. Just under a quarter of (23%) sourced information about Cornwall over the internet. Brochures/guides/leaflets remained a useful source of information for 1 in 10. Almost two thirds (63%) of to Cornwall who had used the internet to source information about the county booked their accommodation on-line. Recognition levels amongst of the website were good at over two fifths (41%) recalling the website homepage when shown a visual prompt. 55

56 Introduction This chapter examines the sources of information used by when obtaining information about holidaying in Cornwall. It includes: Information sourcing Use of the internet Recognition of website 56

57 Just under a quarter of had used the internet/ website to obtain their information about holidaying in Cornwall Where obtained information by period Previous visit/been before Summer Aut/ win Spring 2006/7 42% 36% 27% 36% 40% Recommendation 3% 5% 4% 4% 4% Via family/friends 14% 14% 11% 13% 15% Tourist board/ travel agent Newspaper/ magazine Tourist Info. Centre (TIC) Brochure/guide/ leaflet 1% 2% 2% 1% 5% 2% 4% 11% 2% 6% 1% 1% - 1% 2% 10% 8% 12% 10% 15% Internet/website 25% 22% 23% 23% 21% Other 8% 8% 14% 9% 5% For a full list of the other information sources used by see Appendix The internet/website remained the second most popular information source (other than a previous visit) amongst to the county interviewed during the survey (23% - compared with 21% during the 2006/7 survey). 13% of had relied on their friends/family for their information (15% in 2006/7), whilst a further 10% had used a brochure/guide/leaflet (15% in 2006/7). 63% of internet users had used a website to book their accommodation (62% in 2006/7) and 7% to purchase other goods and services such as car hire, flights etc (the same proportion as during the 2006/7 survey).

58 Whilst awareness levels of the VisitCornwall homepage remained good, they were slightly lower than during 2006/7 When shown a visual prompt, 38% of who had used the internet to source information about Cornwall did recognise the VisitCornwall website homepage, a slight decrease of 3% points however compared with 2006/7 levels. Whether recognisedwebsite homepage Don't know 8% Website recognition by period Summer Aut/ win Spring 2006/7 Yes 41% 36% 48% 41% 44% No 48% 58% 48% 52% 51% Don t know 11% 6% 4% 8% 5% No 52% Yes 41% Awareness/recall of the VisitCornwall website was highest amongst to the county during the spring (48% recognised the image of the homepage) and lowest amongst autumn/winter period (58% did not recognise the image of the homepage). Spontaneous awareness/recall of the VisitCornwall website is not being tested by the survey and may be lower. This would have implications for referring other (potential) to the website. 58

59 Visitor Expenditure 59 The South West Research Company

60 Summary Average expenditure amongst in Cornwall was high at around 35 per person per day/night. Average spending was highest in terms of accommodation ( 14.07), shopping ( 8.63), eating and drinking ( 8.54) and lowest in terms of entertainment ( 1.21) and travel and transport ( 3.28). Visitors to the county during the autumn/winter had a higher average spend per person ( 37.58) than those visiting during the spring ( 35.71) and summer periods ( 35.12). 60

61 Introduction Staying to Cornwall during the survey were asked a number of questions regarding their expenditure during their trip.* Firstly, they were asked to estimate how much they, and their immediate party, had or would be spending in total on their accommodation for the duration of their stay in the county inclusive of breakfast (if included in the price of their accommodation). Secondly, they were asked to think about their day as a whole and to estimate how much they, and their immediate party, had or would be spending that day and evening in Cornwall on the following: 1. Eating & drinking (e.g. in cafes, pubs, restaurants, hotels etc. 2. Shopping (including souvenirs, guidebooks, clothes, sweets, drinks, food & other purchases 3. Entertainment (including admissions to attractions, theatre, bowling, tours etc. 4. Travel & transport in Cornwall e.g. fuel, fares, car parking charges Visitors were then asked how many people their estimates of expenditure covered. Using these two sets of data for total expenditure and number of people in the party, it was then possible to calculate an average spend per person per day for each category of spending and an average spend per person per night on accommodation. * Please note that the sample sizes for day from home and those on a day trip whilst on holiday were too small to analyse in terms of visitor expenditure. 61

62 Average expenditure amongst staying in Cornwall was per person per day/night. Unsurprisingly, spending was highest on accommodation, followed by shopping and eating and drinking and lowest in terms of entertainment and travel & transport. Visitors to the county during the autumn/winter had a higher average spend per person ( 37.58) than those visiting during the summer and spring periods ( and respectively). 62

63 Overall average expenditure amongst staying in Cornwall during the survey decreased slightly compared with 2006/7 levels largely due to a significant decrease in average spend on eating & drinking TOTAL SPEND TOTAL SPEND 2006/

64 Visitors Views & Opinions 64 The South West Research Company

65 Summary On the whole, appeared very satisfied with their overall visitor experience whilst in Cornwall. With the exception of six indicators, all of the aspects explored by the survey were considered good or very good by regardless of the time of year of their visit and achieved an average score of 4.02 or more. A high proportion of rated each of the indicators as very good. The top 10 rated indicators in terms of visitor satisfaction during were: the general atmosphere (4.73) feeling of welcome (4.71) cleanliness of the beach (4.64) cleanliness of the sea (4.64) Feeling of safety from crime (4.60) Quality of the environment (4.59) Range of places to eat & drink (4.58) Quality of service at accommodation (4.57) Value for money of accommodation (4.57) Upkeep of parks & open spaces (4.56) 65

66 Summary Visitors to the county during the spring period typically had higher opinions of each of the indicators explored by the survey than those to Cornwall during the summer and autumn/winter months. Only six indicators received an average score of less than These indicators were: Availability of public toilets (3.99) Choice of nightlife/evening entertainment (3.99) Cleanliness of public toilets (3.90) Ease of parking (3.78) Wet weather provision at visitor attractions/places to visit (3.71) Cost of parking (3.27) 66

67 Introduction The visitor survey obtained opinions of a wide range of factors or indicators, which together comprise the visitor experience. Each factor, or indicator, was rated on a range of one to five where 1 = very poor (or the most negative response), 2 = poor, 3 = average, 4 = good and 5 = very good (or the most positive response), allowing an opinion score (out of a maximum of five) to be calculated. Visitors were asked to rate the following aspects of their visitor experience: 1. Visitor attractions & other places to visit 2. Places to eat & drink 3. Shops 4. Accommodation 5. Ease of finding way around 6. Car parking 7. Public toilets 8. Cleanliness of the streets 9. Quality of the environment 10. Upkeep of parks & open spaces 11. Availability of public seating 12. Choice of nightlife/evening entertainment 13. Overall impression of Cornwall 14. Feeling of safety from crime & traffic 67

68 Visitors Choice nightlife/evening ents Attractions - range Feeling of safety from traffic 5 Attractions - quality of service Feeling safety from crime Attractions - vfm Feeling welcome General atmosphere 4 3 Attractions - wet weather provision Eating/drinking - range Eating/drinking - quality service Availability of public seating Cleanliness of the sea Cleanliness of the beach Eating/drinking - vfm Eating/drinking - availability of local food & drink Range of shops Upkeep parks/open spaces Quality of shopping environment Quality of the environment Quality of service in shops Cleanliness streets Accommodation - quality of service Cleanliness toilets Availability public toilets Cost of parking Ease of parking Road signs Pedestrian signs Display maps & info. Boards Accommodation - vfm 68 68

69 Visitors vs Visitors 2006/7 Choice nightlife/evening ents Attractions - range Feeling of safety from traffic 5 Attractions - quality of service Feeling safety from crime Attractions - vfm Feeling welcome General atmosphere 4 3 Attractions - wet weather provision Eating/drinking - range Eating/drinking - quality service Availability of public seating Cleanliness of the sea Cleanliness of the beach Eating/drinking - vfm Eating/drinking - availability of local food & drink Range of shops Upkeep parks/open spaces Quality of shopping environment Quality of the environment Quality of service in shops Cleanliness streets Accommodation - quality of service Cleanliness toilets Availability public toilets Cost of parking Ease of parking Road signs Pedestrian signs Display maps & info. Boards Accommodation - vfm Visitors 2006/

70 Summer, autumn/winter, spring Choice nightlife/evening ents Attractions - range Feeling of safety from traffic 5 Attractions - quality of service Feeling safety from crime Attractions - vfm Feeling welcome General atmosphere 4 3 Attractions - wet weather provision Eating/drinking - range Eating/drinking - quality service Availability of public seating Cleanliness of the sea Cleanliness of the beach Eating/drinking - vfm Eating/drinking - availability of local food & drink Range of shops Upkeep parks/open spaces Quality of shopping environment Quality of the environment Quality of service in shops Cleanliness streets Accommodation - quality of service Cleanliness toilets Availability public toilets Cost of parking Ease of parking Road signs Pedestrian signs Display maps & info. Boards Accommodation - vfm Summer Aut/winter Spring 70 70