PUHOI TO PAKIRI VISITOR SURVEY UPDATE (www.regionalsurveys.co.nz) Simon Milne New Zealand Tourism Research Institute 1
There are three partners in this research - all contributing time, money, energy and resources: New Zealand Tourism Research Institute (NZTRI) at AUT University Steering Committee (10) each member represents a funding organisation (various business groups) in the region Auckland Tourism, Events and Economic Development Ltd (ATEED) - Auckland Council The Steering Committee and ATEED are looking to develop a five-year strategic tourism plan for the region. NZTRI is conducting this research to help inform the strategy. 2
Visitor Survey Business Survey Community Survey Inform Strategic Plan Build Stakeholder Collaboration The surveys were launched in August 2010 and will continue through to end of March 2011 3
The following findings are based on (as at 17 January 2011): 267 Visitor Survey responses 131 Business Survey responses 187 Community Survey responses
VISITOR SURVEY RESULTS 6
Percent Visitors Demographics Visitors by age group 35 30 29 25 24 20 18 15 15 10 5 6 8 0 18-24 25-34 35-44 45-54 55-64 65+ 7
Visitors Demographics Gender Male 27% Female 73% 8
Percent Visitors Visitors average household income 25 23 20 19 15 16 14 10 10 9 5 4 5 0 9
Percent Visitors Who visitors travel with to the region 70 64 60 50 40 30 33 20 18 10 11 5 3 2 1 0 With partner / spouse With friends With children With other family members By myself Other Business associates School group / student group 10
Percent Visitors Where visitors come from 80 70 70 60 50 40 30 20 16 10 4 3 2 2 1 1 0 Auckland Outside NZ Northland Bay of Plenty Wellington Waikato Canterbury Otago Outside NZ: Australia (n=12); UK (n=9); USA (n=9); Germany (n=2),... 11
Visitors Where visitors come from sample vs. Stats* Split international / domestic: Sample: 16 / 84 Stats: 19 / 81 Top 3 domestic origins: Sample: Auckland 83%; Northland 5%; Bay of Plenty 3% Stats: Auckland 48%; Waikato 20%; Northland 9% Top 3 international origins: Sample: Australia 32%; UK 24%; USA 24% Stats: Australia 35%; UK 13%; USA 8% *Stats: NZ Regional Forecasts for Auckland RTO (2009) 12
Percent Visitors Length of stay 40 35 35 30 25 26 20 17 15 10 5 0 8 5 2 2 2 1 1 1 Day trip 1 night 2 nights 3 nights 4 nights 5 nights 6 nights 7 nights 8 nights 9 nights 10 nights+ 13
Percent Visitors Main reason for visiting the P2P area 35 32 30 26 25 22 20 15 10 8 8 5 0 Weekend trip Day trip Holiday Visiting friends and relatives 2 Other Business Wedding 1 14
Visitors Visited locations in the P2P area including both day and overnight trips Rainbow's End Te Araroa Walkway Parry Kauri Park Mahurangi East Ti Point Mahurangi West Other islands in the region Kawau Island Martins Bay Scandretts Regional Park Mahurangi West Regional Park Algies Bay Tawharanui Regional Park Other Coastal Areas Pakiri Sandspit Goat Island Leigh Snells Beach Omaha Beach Puhoi Warkworth Matakana 2 2 4 5 5 5 5 6 7 7 8 9 10 11 11 14 21 22 25 25 27 34 61 0 10 20 30 40 50 60 70 Percent 15
Overnight stays in the P2P area Pakiri 6% Goat Island 5% Leigh 11% Matakana 28% Te Araroa WW Omaha Beach 15% Ti Point Other coastal areas 8% 1% 2% Warkworth 14% Parry Kauri Sandspit Snells Beach 18% Algies Bay Scandretts RP Tawharanui RP Martins Bay Kawau Island 3% Mahurangi Other Islands in the region 4% Puhoi 10% Mahurangi West RP 16
Percent Visitors Type of accommodation used 45 40 40 35 30 25 25 20 15 16 10 5 8 7 5 5 5 5 4 0 17
Visitors How did you find out about the P2P area prior to your visit Other tourism office Warkworth Information Centre Website Matakana Information Centre Website Matakana Coast Region tourism office / i-site Did not find out prior to my visit Matakana Village website Travel guide Matakana Coast Wine Country website Other Magazine / Newspaper Other internet / websites Word of mouth / recommendation Been here before 1 3 3 3 4 5 5 7 8 9 10 36 62 0 10 20 30 40 50 60 70 Percent 18
Visitors Visitor ratings of aspects of the P2P area Has good shopping facilities 3.9 Offers good value for money Is an exciting travel destination Offers interesting historical attractions 4.0 4.0 4.0 Good network of tourist information 4.2 Has good climate 4.3 Offers interesting cultural events Is safe 4.4 4.5 Has suitable accommodation Is an enjoyable travel destination 4.6 4.6 Has beautiful natural attractions 4.8 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 4.6 4.8 5.0 Mean Scale: 1=Strongly disagree; 5=Strongly agree 19
Visitors Visitor satisfaction with Arts, Culture & Events activities Food & Wine Festival 3.3 Farm Visit 3.3 Brewery Visit 3.4 Visit of a Local Factory 3.4 Heritage Attractions, Museums & Galleries 3.7 Country Market 4.0 Arts & Crafts 4.1 Farmers' Market 4.1 Winery Visit / Wine Trail 4.2 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 Mean Scale: 1=Very dissatisfied; 5=Very satisfied 20
Visitors Visitor Satisfaction with Nature Activities Dolphin & Whale-Watching 3.4 Bird-Watching 3.8 Marine Reserves 4.1 Parks & Gardens 4.3 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 Mean Scale: 1=Very dissatisfied; 5=Very satisfied 21
Visitors Visitor satisfaction with Other activities Spa & Wellness 3.2 Leisure Parks / Zoo 3.3 Day Cruise 3.4 Fine Dining 3.7 Cinema 3.8 Shopping 3.8 3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 Mean Scale: 1=Very dissatisfied; 5=Very satisfied 22
Visitors Expenditure NZ$* Accommodation Total visitor expenditure Vehicle running (petrol) & repairs % spend in sector Per person per day Per person per day (spend specific) 33 $25 $43 8 $6 $10 Local transport (e.g. rental car, taxi) 1 $1 $4 Restaurants/cafés/bars/cellar door/farmers market 24 $18 $23 Stores/supermarkets (e.g. food, drinks and domestic supplies 11 $9 $16 Other shopping/retail (e.g. souvenirs, clothes) 13 $9 $16 Tours (e.g. wine tours, guided walks) 8 $6 $13 Other expenditure (please specify) 2 $2 $7 Total 100 $75 $131 *Any expenditure that took place prior to arriving in the region including pre-paid packages and grocery shopping etc has been excluded * $75 per day x 2.7 visitors (av. Group) = $202.50 23
What did you find most attractive or appealing about this region on your recent visit? 24
What did you find least attractive or appealing about this region on your recent visit? 25
BUSINESS SURVEY RESULTS 26
Percent Business How long has your business been operating? 25 23 20 20 18 15 12 10 9 6 5 3 5 5 0 27
Business What is the primary focus of your business? 21% 58% 21% Accommodation Visitor activities / tours Other Business Sectors 28
Percent Business Where is your primary business located? 45 40 38 35 30 25 20 15 23 10 5 8 8 7 5 4 2 2 2 1 1 0 29
Percent Business What percentage of the annual turnover would you estimate comes directly from visitors? 25 23 20 15 15 12 10 9 8 5 6 5 4 6 5 0 1% - 10% 11% - 20% 21% - 30% 31% - 40% 41% - 50% 51% - 60% 61% - 70% 71% - 80% 81% - 90% 91% - 100% 30
Business Business responses to statements about the visitor industry Local businesses work well together 3.3 Local business associations / networks are of benefit to my business 3.8 Local businesses are supportive of the visitor industry 3.9 The region needs more day visitors 4.0 The regional economy depends heavily on the visitor industry 4.2 The region needs more overnight visitors 4.3 Scale: 1=Strongly disagree; 5=Strongly agree 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 Mean 31
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Business How important do you believe each of the following is for this region? Promoting the use of Qualmark ratings 3.3 Increasing networking opportunities for local businesses Increasing the awareness of the visitor industry among local communities 4.2 4.2 Attracting international visitors 4.3 Maximising visitor numbers 4.3 Maximising visitor spend 4.5 Attracting domestic visitors 4.5 Scale: 1=Very unimportant; 5=Very important 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 4.6 Mean 33
Major challenges for P2P businesses in next 5 years 34
Major opportunities for P2P businesses in the next 5 years 35
COMMUNITY SURVEY RESULTS 36
Community Gender Male 40% Female 60% *Stats: 47% male 53% female *Estimated Sub-national Population for Warkworth (2010) 37
Percent Community Age groups 25 20 19 15 16 15 14 15 10 5 6 5 6 2 2 0 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+ 38
Percent Community Age groups - sample vs. Stats* 70 66 60 50 40 30 34 37 30 Sample Stats 20 15 19 10 0 18-39 40-64 65+ *Estimated Sub-national Population for Warkworth (2010) Note! 0-14 age group excluded from stats 39
Where in the region do you live? Pakiri 3% Leigh 10% Rainbows End 1% Ti Point 1% Matakana 18% Omaha 1% Warkworth 20% Sandspit 3% Snells Beach 13% Algies Bay 2% Kawau 1% Mahurangi West 2% Mahurangi 2% Puhoi 7%
Percent Community 40 35 36 Employment status 30 25 24 20 15 16 16 10 7 5 2 2 2 0 Average length of residence: 14 years (range 1-72 years) 41
Community Do you work in this region? N/A 13% No 21% Yes 66% 42
Community If you work in this region - do you work in an organisation which provides services and/or products to visitors? No 28% Yes 72% NB Of the total sample 48% work in tourism and fields in the region 43
Percent Community Importance of tourism to local economy 50 45 40 44 42 35 30 25 20 15 10 9 5 1 4 0 Unimportant Of little importance Neither important nor unimportant Important Very important 44
Percent Community Impact of tourism on community quality of life 35 30 28 31 25 21 20 17 15 10 5 4 0 Very negative Somewhat negative Neither positive nor negative Somewhat positive Extremely positive 45
Positive impacts of visitors coming to the region 46
47
Negative impacts of visitors coming to the region 48
Negative impacts some quotes 49
Community Resident responses to statements about the impact of visitors to the region Visitors have a negative impact on the environment in this region 3.0 Increased visitation has contributed to a stronger community identity in this region 3.5 This region is overcrowded during the summer season 3.6 Increased visitor numbers lead to better maintenance of public facilities and services in this region 3.6 Visitors coming to the region stimulate employment opportunities for residents 4.2 Visitors are good for this region's economy 4.4 2.5 2.7 2.9 3.1 3.3 3.5 3.7 3.9 4.1 4.3 4.5 Scale: 1=Strongly disagree; 5=Strongly agree Mean 50
Community Should promotional campaigns be used to encourage visitors to the region? No 23% Yes 77% 51
Percent Community What do you think are the three most important features that should be used to promote the P2P region to visitors? 70 60 58 58 50 40 43 42 30 20 10 0 20 14 12 12 10 7 6 4 4 4 3 3 1 1 1 52
Most attractive or appealing aspects about living in this region 53
Least attractive or appealing aspects about living in this region 54
What kind of visitor experiences would you like to see developed in the region? 55
Development of new visitor experiences some quotes 56
The region s name?
Community do you associate any particular name with the region which stretches from Puhoi to Pakiri? * Includes: Matakana Matakana Coast 58
Businesses do you associate any particular name with the region which stretches from Puhoi to Pakiri? * Includes: Matakana Matakana Coast Matakana Coast Wine Country 59
Visitors do you associate any particular name with the region which stretches from Puhoi to Pakiri? 60
Some Take Away Thoughts Tourism is a vital and well supported part of the regional economy. Infrastructure and crowding are critical issues and appear to conflict directly with the visitor and community interest in nature, tranquillity, beach Business cooperation is somewhat limited A need to develop new dimensions to the regional tourism experience Visitors are generally satisfied but there is room for improvement. With improved quality comes opportunities to increase yield Build on strengths and don t rest on laurels. Work Together
Added Value from the Partnership Graduate students Undergraduates Links into secondary school International graduate interns Global case study
P2P on Twitter
Hawke s Bay
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Where to from here... Key Challenges: Capturing email addresses accurately Raising awareness of the survey Getting industry and broader community on-going support Maintaining the momentum of the survey over time 68
Ways to promote http://www.regionalsurveys.co.nz to visitors: Business mailers Flyers, posters, general media Hard copy options Major hubs Accommodation, services and attractions Key information points i-sites Events SAMPLE AIM: Minimum 400-500 maximum?? 69
Ideas to help promote Your Survey Email Signature always include http://www.regionalsurveys.co.nz in the signature line of your business emails Social Networks try starting a Facebook Group... Use MySpace or Twitter to build up buzz Blog It If you run a blog, use it to publicise and promote your online survey Online Web Forums Post the link to the survey http://www.regionalsurveys.co.nz within the appropriate forums and then politely ask participants to complete the survey 70
Thank You Simon Milne simon.milne@aut.ac.nz 09 921 9245 72