TOURISM LABOUR MARKET RESEARCH PROJECT 2003 The Project The Tourism Labour Market Research Project, 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 regions through four seasons commencing in the Fall of 2002. In order to make informed decisions about tourism, it is important to understand the profile of visitors to your region. This summary provides a profile of visitors to the Central Island region during the 2002-2003 year. The data was obtained from the Tourism Labour Market Research Project initiated by Tourism Vancouver Island and Malaspina University-College. Special points of interest: 7,423 visitors to Vancouver Island in all regions took part in this study. Visitors were intercepted in all four seasons of 2002. A report for each of the seasons findings can be viewed online. (see pg 7) Nanaimo s World Championship Bathtub Races One of the goals of this study was to measure visitors expectations, trip profiles, and level of satisfaction of their experience.
Page 2 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 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 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. Results of Central Island Visitors Figure 1. Accomodation Statistics Accommodations Figure 1. Visitors were asked to indicate which forms of accommodation they would be using during their time on Vancouver Island. * Multiply accommodations can be used therefore percent does not equal 100% Hotel/Motel nights 39% Friends and Family 38% Campground nights 30% Resort nights B and B nights 1 Boat nights 9% Hostel nights 9% Day trippers Other nights 0% 10% 30% 40% 50% 1,579 visitors to the Central Island region were intercepted in all seasons of 2002. Figure 2. Purpose of Trip Comb. w ork and pleasure 7% Trip Purpose Leisure 87% Figure 2. When asked what the purpose of their visit was, 87% of visitors to the Central Island region indicated that their trip was for leisure purposes. Business or work Personal 2%
Page 3 Transportation Figure 3. Visitors were asked to indicate what type(s) of transportation they used to travel while on Vancouver Island or the Gulf Islands. *Multiple forms of transportation can be used therefore percent does not equal 100% Figure 3. Transportation Statistics Personal vehicle Rental vehicle 2 Friend or family vehicle 18% RV or Vehicle & Camper 9% Boat 9% Coach or bus 7% Taxi or shuttle service 4 Bicycle Kayak or Canoe Other Train Motorbike Figure 4. Activities Participated In 0% 10% 30% 40% 50% Hiking Wildlife viewing Whalewatching Birdwatching Other 2 2 40% 50% Activities Figure 4. Visitors to the Central Island Region indicated which types of outdoor recreation activities their group had participated in or planned to participate in during their stay. Kayaking or canoeing Cycling or mountain biking Golfing 1 13% Hiking was the number one choice with 50% indicating they had participated in, or intended to participate during their visit. Salt water fishing Sailing 7% Fresh water fishing Motorboat Cruising Horseback riding Climbing Caving 3% Surfing 2% Scuba Diving 2% Downhill Skiing Snowboarding X-Country Skiing or Snowshoeing 0% 0% 10% 30% 40% 50% 60% Englishman River Falls
Page 4 Figure 5. Tourism Attractions Parks Beaches Local Shops and Artisans Shopping Malls Historic Sites Museums 3 3 4 53% 6 6 Attractions Figure 5. Visitors to the Central Island region were asked to indicated which tourism attractions members of their group visited or planned to visit during their stay. Art Galleries 27% Gardens 2 Farms, Country Markets 23% Festivals or Special Events 1 Playgrounds and Water Parks 1 First Nations Events 13% Wineries 9% Amusement Parks Spa Education Centres 0% 10% 30% 40% 50% 60% 70% Parksville s Annual Sand Sculpting Competition Figure 6. Features Highly Important Features of Importance Figure 6. Visitors were given a list of 14 features and asked to rate how important each feature was in their decision to visit the Central Island region. For each feature they could Scenic Beauty Overall Atmosphere of area Friendliness of People Safety Outdoor Rec Opportunities Good Value for Money Suitable Weather Easy place to get to Quality Accomodation 79% 73% 69% 6 5 53% 42% 40% 37% respond from Not at all important through to Extremely important. Figure 6 shows the results of the high and extremely important responses. Variety of ammenities 33% Quality restaurants Number of Attractions Favourable Exchange Rate 32% 22% 22% Shopping Opportunities 1 0 20 40 60 80 100
Page 5 Spending Figure 7. To gather data on group spending, visitors were asked approximately how much money their group spent the day before in Canadian Dollars (including accommodations, transportation, entertainment, food, and shopping). Average daily spending in the Central Island region = $215.75 Planning Figure 8. Shows that 42% of people planned their trip between one to six months in advance. Figure 8. Trip Planning Between one to six months 42% More than six months Between one week and one month 2 Spur of the Moment 8% Up to one week 10% 25 20 15 10 5 0 Figure 7. Group Spending 18% 2 9% Less than $50 $50-100 $101-150 $151-200 $201-250 $251-300 $301-400 3% 3% Amount $401-500 $501-600 $601-700 $701-800 $801 or higher Figure 9. Sources of Information for Planning Friends and relatives Internet Previous Experience Visitor Guide Accomodation Guide Travel Brochure on BC Ferry Travel Agent 1 4 60% 57% Sources of Information Figure 9. Visitors were asked to indicate which type(s) of sources of information they used to plan for their trip. The large majority of visitors used Friends and relatives (60%)and the Internet (57%) as sources of information to plan their trip to the Central Island region. *Multiple sources can be used therefore percent does not equal 100%. Business Contacts 8% Other Info centre 8% Travel Info centre in ow n hometow n Travel Brochure on Other Ferry Other Regional Tourism Guide New spaper 3% Magazine 3% Tourism BC info number 3% Travel Show 0% 10% 30% 40% 50% 60% 70%
Page 6 Figure 10. Evaluating Trip Aspects Age of Visitors Figure 11. The age of individuals in each group of visitors is illustrated by this graph. Notice the high percentage of 41 to 60 yr olds. Age Figure 11. Age Categories in Each Group Under 10 yrs 11-20 yrs 21-30 yrs 31-40 yrs 41-50 yrs 51-60 yrs 61-70 yrs 71-80 yrs 81-90 yrs 91 yrs or older 0% 18% 18% 23% 3 33% 0% 10% 30% 40% Scenic Beauty Overall Satisfaction Overall Atmosphere of area Friendliness of People Quality of Service Safety Outdoor Rec Opportunities Ability to Obtain Information Availability of Services Suitable Weather Easy place to get to Variety of ammenities Quality Accomodation Value for Money Number of Attractions Quality restaurants Shopping Opportunities Favourable Exchange Rate* Evaluation 33% 97% 9 9 92% 87% 8 82% 8 8 79% 7 7 7 7 68% 6 5 0 20 40 60 80 100 120 Rated Fairly and Extremely Good Figure 10. Using many of the same features from Figure 6, visitors were asked to evaluate various aspects of their trip. For each aspect they could respond from Extremely Bad through to Extremely Good or Not Applicable. This Figure shows the responses of those that responded with a rating of Fairly Good or Extremely Good. Figure 12. Location of Residence by Region Other BC 2 Canada 3 United States 17% Vancouver Island International Residence Figure 12. Visitors were asked to indicate where they lived. This data was then grouped into regions.
Figure 13. Annual Household Income 30% 2 1 10% 0% Conclusion 7% Less than $20,000 13% $20,000-39,999 Household Income 19% $40,000-59,999 $60,000-79,999 1 $80,000-99,999 Figure 13. Categories of income ranges were shown to visitors, and they were asked to identify which range their annual household income before taxes was. 27% $100,000 and over Tourism Labour Market Research Project For more information on this project and its results, Contact:: Nicole Vaugeois Recreation & Tourism Management Department Malaspina University College 900 Fifth St Nanaimo, BC V9R 5S5 Phone:250-753-3245 ext.2772 Fax: 250-740-6400 E-mail: vaugeois@mala.bc.ca Further Results and Reports on the findings of the Tourism Labour Market Research Project can be viewed at: http://www.tourismvi.ca/research/ Regional Profiles are available for the seven regions of Vancouver Island. The overall results of the project are that: Demand for a variety of tourism products exists throughout the entire Vancouver Island Region. Regional 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: 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. Biking near Englishman River Falls A Partnership Between Profile created by Lea Thuot, July 2007