Barkly Region Visitor Profile & Satisfaction (VPS) Report
Table of Contents VPS Program and VPS Benchmarks 3 Project objective 4 Survey methodology 5 Discussion of findings 7 Who were the survey respondents 12 Travel paths and themed drives 21 Why they travelled to Barkly and what did they do 25 Accommodation in the Barkly Region 30 Satisfaction with the Barkly Region 38 Preferred experiences 48 Preferred holiday types 50 2
VPS Program and Benchmarks The Visitor Profile and Satisfaction (VPS) Program This VPS project was completed as part of the Destination Visitor Survey Program (DVS) run by the Department of Resources, Energy and Tourism. The project was co-funded by the DVS program and Tourism NT. VPS Benchmarks Since 2006 about 70 VPS projects have been completed in Australian regional tourist destinations. Data from these projects have been collated to establish the VPS Benchmark Database. Comparisons against VPS benchmarks are made throughout this report. The Barkly Region Benchmark Summary is available in conjunction with this report. This summary provides a full set of comparisons for Barkly results against the benchmarks. 3
Project objective To provide detailed profiling and satisfaction information for the Barkly region. With the broader aim of assisting in developing destination marketing plans and identifying areas for product development and service delivery improvements. Additional focus on: travel paths and themed drives accommodation 4
Survey Methodology Recruitment Basic demographics Expenditure 1. Face-to-face intercept interviews at selected locations 2. Self-completion packs left at different locations Main Survey Self-completion Two different recruitment methodologies All questionnaires were self-completed by respondents and posted back 5
Survey methodology Two waves: Shoulder season April/May 2009 n = 162 High season September/October n = 320 Recruitment locations: Battery Hill Mining Centre, Nyinkka Nyunyu, Outback Caravan Park, Threeways Roadhouse, Karlu Karlu, Eldorado, Tennant Creek Caravan Park, BP Roadhouse 6
Discussion of findings Unlike many tourism destinations in Australia the Barkly region attracted a remarkably homogeneous group of visitors, arguably a significant benefit in terms of managing the destination. During the two survey periods the Barkly visitor profile was dominated by older Australians who had driven to the Northern Territory and were typically on long trips away from home. Eighty percent of them were towing a caravan or driving a campervan and most of those stayed in a caravan park. The majority of visitors who stayed overnight in the Barkly Region cited the main reason for being there was that it was a convenient stopover point. Nevertheless they spent an average of 4 nights in the region and almost 70% of them visited Karlu Karlu (Devils Marbles). Just under half of them also visited other attractions such as Battery Hill Mining Centre, Wycliffe Well and the Overland Telegraph Station.
Discussion of findings There were some very significant issues with visitors satisfaction with their stay in the Barkly Region. The overall satisfaction score for the region was relatively low - in fact the region received the lowest proportion of very satisfied visitors of all the destinations in the VPS Benchmark database. 100.0 Overall Satisfaction: Proportion of visitors very satisfied Barkly region Other destinations 75.0 50.0 25.0 0.0 Destinations
Discussion of findings Approximately 60% of the survey respondents volunteered that they were unhappy about something with their stay in the Barkly Region. The more detailed results point towards several factors that contribute to this result. Accommodation As with most destinations the commercial accommodation experience has a significant impact on satisfaction with the destination. In this instance the accommodation experience relates to caravan parks and commercial camping grounds. About 1 in 6 guests (16%) stated that they were either dissatisfied or very dissatisfied with their accommodation experience. The benchmark is 5%. Only 20% reported that they were very satisfied with their accommodation compared to the benchmark of 43%. The major themes of dissatisfaction were prices, quality and cleanliness of ablutions blocks and customer service. There was concern that the caravan parks did not have appropriate star ratings.
Discussion of findings Roadside rest stops The amount of commentary on this issue from respondents makes it clear that rest stops are very important to these types of travellers. The main concerns were that they were too far apart, there were not enough toilets at them and they generally lacked shade. A number of people commented that they were situated too close to the road. Cleanliness of the region Many respondents expressed shock at the amount of rubbish they saw on the roadsides in the region.
Discussion of findings A few other issues were frequently raised although not as often as those listed above: Concerns about safety in Tennant Creek this was a perception, no actual events were cited Lack of mobile phone reception Lack of public toilets and cleanliness of them Petrol prices When considering satisfaction data it is easy to focus on the negative only. There are of course features of the Barkly Region that visitors were typically happy with. They include: The friendly/hospitable people in general. The beauty of the natural features. Signage and Roads in the region scored well above VPS benchmarks.
Who were the survey respondents?
More than four in five respondents went to the Barkly Region for a holiday 100% What was the main purpose of the trip? 83% 75% 50% 25% 0% 4% 3% 1% 1% 1% 1% 7% Holidays Work or business Visiting relatives Sport Visiting Friends Entertainment Conference Other Base n=481 13
Visitors are from all over Australia Do you reside in Australia? In which State or Territory do you reside? No 10% Yes 90% Victoria 23% Queensland 22% New South Wales 22% South Australia 15% Western Australia 9% Northern Territory 4% Australian Capital Territory (ACT) 3% Tasmania 2% Base n=482 Base n=427 A higher percentage of Victorians in the high season (27% high vs 15% shoulder) 14
The majority of visitors are older (except for internationals) 75% 56% 50% Over half the international visitors fall into these two groups 25% 7% 8% 12% 17% 0% Young/ midlife single, no kids Young/ midlife couple, no kids Family Older working Older non-working Number of people in travel party Base n=440 15
Road was the main mode of transport to enter the Northern Territory 100% 93% How did you enter the Northern Territory? 75% 50% 25% 0% 6% 1% 2% N=477 By road Air/ Flying Other None - Live in the Northern Territory 16
Most visitors are towing a caravan evenly split between 4WD and cars 50% How did you enter the Northern Territory? 34% 31% International visitors were most likely to be in a campervan/motor home. 25% 15% 9% 7% 4% 0% 4WD with caravan Car with caravan Campervan/ motor home 4WD without caravan Car without caravan Other road transport N=477 17
Those who travelled by air mostly arrived at Darwin or Alice Springs Airports and were planning to depart from them as well At which airport did you collect your luggage? At which airport did/do you plan to depart the Northern Territory? 50% 46% 43% 37% 33% 25% 22% 4% 7% 4% 4% 0% Darwin Airport Alice Springs Airport Ayres Rock Airport Gove Airport Some other airport Not leaving by air Arrival Departure Arrival base n=28 Departure base n=27 * Caution extremely low base 18
The average length of stay in the NT was high How many nights will you stay in the Northern Territory this trip? How many nights did you stay in the Barkly Region during this trip? 75% Mean=27 Mean=4 54% VPS Benchmark = 4.5 nights 50% 41% 25% 17% 24% 21% 25% 0% 1% 2% 2% 3% 5% 4% Nights in NT (n=421) Nights in Barkly Region (n=480) None 1 Night 2 Nights 3 to 7 Nights 8 to 14 Nights 15+ Nights 19
Most respondents did not make any bookings prior to their trip 100% Prior to your trip, did you yourself make any bookings for the trip with? 77% No bookings: VPS Benchmark = 38%. Barkly has the highest proportion of no bookings of any VPS destination ` 50% 9% 6% 3% 2% 2% 0% No bookings were made Accommodation providers Someone else did the booking Car rental companies Airlines Local visitor information centres Base n= 469 * Table does not include mentions that are <2% 20
Travel paths and themed drives 21
Enter/Leave NT: self drive Shoulder (April/May) Victoria Hwy 32% 6% 3% 0% Carpentaria Hwy Buntine/ Tanami Hwy 1% 0% 28% 40% Barkly Hwy 1% 1% Plenty Hwy Not leaving by road: 7% 28% Stuart Hwy 50%
Enter/Leave NT: self drive High (Aug/Sept) Victoria Hwy 17% 17% 1% 1% Carpentaria Hwy Buntine/ Tanami Hwy 0% 0% 39% 38% Barkly Hwy 0% 1% Plenty Hwy Not leaving by road: 3% 38% Stuart Hwy 39%
High awareness of themed drives amongst users, Savannah Way has reasonable awareness amongst non-users Know about Heard of Never heard of 100 90 80 70 60 50 40 30 20 10 0 Yes (43%) No (57%) Yes (12%) No (88%) Yes (35%) No (65%) Yes (31%) No (69%) Yes (5%) No (95%) Yes (9%) No (81%) Yes (20%) No (80%) Savannah Way n=441 Natures Way n=408 Explorers Way n=423 Overlanders Way n=420 Binns Track n=410 Outback Highway n=412 Red Centre Way n=416
Why did they chose to visit the Barkly region and what they did? 25
Aside from stop-over Karlu Karlu is a common reason to visit Why did you choose to visit the Barkly Region? - Top 11 Reasons - 80% 65% 60% 54% 44% International visitors score higher on these nature! 40% 23% 22% 22% 20% 14% 14% 12% 11% 11% 0% On the way to somewhere else It was a convenient stop over To visit the To experience Devils Marbles nature To visit a specific attraction There's a variety of things to see and do To learn about the natural environment It s a place that is untouched, undeveloped Always wanted It is a great to visit the place to spend Barkly region time with my partner To visit The Pebbles Base n=479 Reasons (Multi) 26
Stop-over dominates as the main reason for being in the Barkly Region. 40% Which of the following was the most important in choosing to visit the Barkly region? - Top 5 Reasons - 31% 29% 20% 8% 7% 5% 0% On the way to somewhere else It was a convenient stop over To visit the Devils Marbles Always wanted to visit the Barkly region To visit a specific attraction Reasons (Single) Base n=313 *This chart contains information from wave 2 only. 27
Despite being a stop-over a lot of attractions were visited. 100% On this trip to the Barkly Region, which attractions did you visit? 75% 68% 50% 48% 44% 43% 34% 28% 25% 22% 22% 11% 12% 3% 0% Karlu Karlu - Devils Marbles Battery Hill Mining Centre Wycliffe Well Overland Telegraph Station New Castle Water Wlliot Township Wauchope Nyinkka Nyunyu Art & Culture Centre Kunjara - The Pebbles Julalikari Arts and Crafts Pink Palace None Other Base n=473 *Table does not include mentions lower than 11%
Activities are mainly centred around natural attractions On this trip to the Barkly Region, which of the following activities did you undertake? 75% - Top 10 Activities - 50% 56% 44% 41% Birdwatching was more popular in the Peak season (21%) than in the Shoulder season (8%) 25% 29% 28% 25% 25% 17% 14% 13% 0% Photography Visit an historic site in the Barkly region Visit national parks / state parks Visit museums or art galleries Bushw alking Sw imming View Birdw atchingunderground UFO spotting indigenous art mine tour at Battery Hill at w ycliffe w ell Base n=474 29
Accommodation in the Barkly Region 30
Two thirds of visitors indicated that they stayed overnight at Tennant Creek On this trip to the Barkly Region did you stay overnight in Tennant Creek? IF DID NOT STAY: Why not? Stayed at Three Ways 14% It was too far out of the way/ too far to drive 14% Not an attractive town/ not welcoming/ dirty 13% Just a stop over/ only passing through 11% Yes 61% No 39% Stayed at Devils Marbles 11% Limited time to visit 10% Not safe/ security issues 10% Prefer to stay in campsites/ camping 7% 0% 5% 10% 15% 20% 25% (n=187) Base n=482 31
Caravan parks or commercial camping grounds were the main types of accommodation used What type of accommodation did you mainly use in the Barkly Region? Friend's or relative's property Caravan or camping in a national park 1% 5% Caravan and camping was more popular in the Peak season (95%) than the Shoulder season (86%) Caravan or camping by side of road 14% Caravan park or commercial camping ground 71% Backpakers / visitor hostel 1% Standard hotel / motel / motor inn / resort (below 4 star) 4% Luxury hotel / resort (4 or 5 star) 1% Base n=461 0% 25% 50% 75% 32
Importance of accommodation aspects - Commercial caravan and camping Thinking of holiday accommodations in the Barkly region, how important or unimportant was Value for Money Quality of Bathroom facilities General atmosphere Clear signage Strong Customer Service Cleanliness of rooms Sufficient Lighting Reducing water usage Have recycling provisions Alternative energy sources Tour Booking/ Information Services Kitchenette/cooking facilities in room Internet access Good quality Furniture Restaurant/café on site Offer Organic/ Chemical free products 44% 50% 56% 37% 28% 61% 44% 42% 34% 51% 47% 30% 10% 4% 2% 4% 2% 1% 9% 1% 0% 10% 2% 2% 10% 5% 5% 0% 8% 29% 44% 16% 9% 3% 22% 50% 20% 5% 3% 21% 45% 24% 6% 4% 19% 38% 29% 7% 6% 15% 40% 25% 14% 7% 21% 24% 25% 17% 13% 14% 28% 28% 17% 13% 9% 25% 35% 17% 15% 8% 24% 38% 21% 10% 9% 22% 38% 19% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very Important Important Neither important nor umimportant Unimportant Very unimportant Aspects which are most highly correlated with overall satisfaction with accommodation 33
Rating for accommodation aspects Commercial caravan and camping And thinking about the main type of accommodation you stayed at in the Barkly region how would you rate the accommodation on each of the following Aspects which are most highly correlated with overall satisfaction with accommodation General atmosphere Strong Customer Service Clear signage Value for Money Sufficient Lighting Tour Booking/ Information Services Cleanliness of rooms Restaurant/café on site Quality of Bathroom facilities Kitchenette/cooking facilities in room Internet access Reducing water usage Good quality Furniture Alternative energy sources Have recycling provisions Offer Organic/ Chemical free products 13% 17% 10% 10% 7% 11% 13% 10% 11% 10% 6% 6% 5% 7% 6% 2% 19% 58% 52% 57% 49% 51% 45% 39% 41% 39% 32% 30% 27% 24% 21% 17% 29% 26% 38% 34% 38% 29% 43% 39% 42% 57% 15% 16% 42% 19% 39% 25% 49% 18% 22% 5% 3% 26% 5% 25% 6% 1% 9% 2% 14% 2% 4% 3% 13% 1% 8% 3% 16% 5% 12% 2% 10% 8% 10% 4% 11% 13% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very Good Good Neither good nor poor Poor Very Poor Please note that- non, commercial, other commercial and other non-commercial have not been charted due to small base 34
Overall satisfaction with accommodation in the Barkly Region is well below VPS benchmarks Overall, how satisfied or dissatisfied were you with accommodation in the Barkly region? Commercial caravan and camping Very satisfied 20 (43) Fairly Satisfied 47 (29) Neither satisfied nor dissatisfied Fairly Dissatisfied Very dissatisfied 4 17 12 (22) (3) (2) Base n=332 (Numbers in brackets are VPS Program benchmarks) 35
Themes of dissatisfaction with commercial caravan and camping* Price (over-rated, expensive, poor quality) The quality and cleanliness of amenities in caravan parks and roadhouses is not up to the standard that the park rates cost (is high) even allowing for the remoteness of some locations cost (Domestic, 54-64 years) caravan park advertised as Top notch amenities..they weren t, camp kitchen dirty, shower block..awful. (International, 15-24 years) Amenities (cleanliness) Poor standard of van park, particularly the dirty and badly maintained amenities and poor standard of customer service. (Domestic, 65+ years) * Note: the themes take into account open ended responses from visitors as well as responses to coded questions. The selected quotes reflect the general theme of dissatisfaction. 36
Themes of dissatisfaction with commercial caravan and camping* Service (poor, unhelpful) the manager was either drunk or had a terrible hangover (Domestic, 55-64 years) manager very rude and had a big attitude problem (Domestic, 55-64 years) Service generally poor and expensive. Take it or leave it attitude of service providers. Nothing has changed for years. Tourists not valued. (Domestic, 55-64 years) The unfriendliness of service and the poor quality of the amenities how did it ever get a 4 star rating. (Domestic, 55-64 years) * Note: the themes take into account open ended responses from visitors as well as responses to coded questions. The selected quotes reflect the general theme of dissatisfaction. 37
Satisfaction with the Barkly Region 38
Importance of Trip Aspects How important or unimportant was. Variety of commercial accommodation n=404 9% 23% 30% 32% 5% Value for money n=474 48% 46% 5% 1% Public toilets n=475 52% 41% 5% 1% Personal safety and security n=473 63% 31% 4% 1% 1% Variety of things to see and do n=470 27% 54% 15% 3% 1% Local atmosphere n=470 30% 57% 11% 1% Friendliness of locals n=472 32% 55% 12% 1% Information services in the Barkly Region 33% 54% 11% 1% Signage n=475 58% 37% 4% Roads n=477 61% 35% 3% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very Important Important Neither/Nor Not important Not important at all 39
Satisfaction with Trip Aspects most are below VPS benchmarks And how satisfied or dissatisfied were you with. VPS Benchmarks % very satisfied Commercial accommodation n=448 21% 45% 18% 13% 4% 39% Value for money n=461 22% 48% 20% 2% 35% Public toilets n=435 15% 42% 20% 16% 7% 38% Personal safety and security n=463 34% 45% 13% 6% 2% 56% Variety of things to see and do n=449 31% 43% 21% 2% 3% 49% Local atmosphere n=465 27% 43% 19% 9% 2% 52% Friendliness of locals n=467 34% 41% 18% 6% 2% 54% Information services in the Barkly Region 41% 38% 16% 3% 1% 48% Signage n=473 51% 39% 6% 4% 36% Roads n=478 55% 36% 3% 4% 2% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very Satisfied Fairly Satisfied Neither satisfied nor dissatisfied Fairly dissatisfied Very dissatisfied Aspects which are most highly correlated with overall satisfaction 40
Overall Satisfaction Overall how satisfied or dissatisfied were you with your experience in the Barkly Region? VPS Benchmarks % very satisfied 50% 22 34% 54 Very satisfied Fairly satisfied Neither/Nor Fairly dissatisfied Very dissatisfied 4% 6% 6% 11 10 3 Base n=835 41
What are Respondents particularly Happy about? (summary of open ended responses) 25% What else about the Barkly Region were you particularly happy about on your recent visit? - Top 8-20% 17% 15% 12% 11% 10% 8% 8% 0% Friendly people Roads Accommodation Weather Scenery Devils Marble Attraction / entertainment Base n=333 Only includes those who answered the question Natural environment 42
Themes of satisfaction with Barkly Region* Friendly people The people in business trying to be ambassadors for the Barkly Region. (Domestic 65+ years) Bridgestone shop very helpful man. (Domestic, 45-54 years) Info centre was really good, helpful staff.(domestic, 45-54 years) Great hospitality, great people, many thanks. (Domestic, 55-64 years) Roads Roads - great. Devils Marbles -good. Battery Hill - excellent lookout. (Domestic, 45-54 years) Stuart Highway excellent condition well signed making stress free/safe driving (Domestic, 55-64 years) * Note: the themes take into account open ended responses from visitors as well as responses to coded questions. The selected quotes reflect the general theme of satisfaction. 43
Themes of satisfaction with Barkly Region* Attractions/general Nice to see grass green in town centre. The Battery Hill Mine and the Devils Marbles where exceptionally good. The people who set up the mine should be very proud of their achievement. (Domestic, 35-44 years) Pleasant weather ideal conditions for camping and caravanning. We enjoyed the ever changing scenery geographically, vegetation and land use. Stuart Highway excellent condition well signed making stress free/safe driving (Domestic, 55-64 years) Plenty to see and do, weather great! (Domestic, 55-64 years) We were impressed with this region especially Devils Marbles (Domestic, 45-54 years) * Note: the themes take into account open ended responses from visitors as well as responses to coded questions. The selected quotes reflect the general theme of satisfaction. 44
What are Respondents particularly Unhappy about? (summary of open ended responses) 25% What else about the Barkly Region were you particularly unhappy about on your recent visit? 20% 19% 13% 13% 11% 11% 8% 6% 0% Toilets Accommodation - expensive / poor / ordinary Roads/rest stops Lack of cleanliness Fuel prices Negative impressions of aboriginal locals Other Nothing Base n=351 Only includes those who answered the question 45
Themes of dissatisfaction with Barkly Region* Rest stops (not enough, lack of toilets and shade, rubbish, too close to road ) Roadside rest areas need maintenance, lack of toilets (Domestic, unknown age) not enough rest areas with toilets (Domestic, 55-64 years) There is a definite need for more toilets at the roadside rest stops. This is most important to most of the caravan travelers. (Domestic, 65+ years) Lack of adequate shade and tables at rest stops along the Barkly Hwy. (Domestic, 55-64 years) Off road parking generally too near the road and not too many available. Look to safety, WA does it better: A combination of free parking and caravan parks within town would get more into towns. (Domestic, 65+ years) High fuel prices Cost of fuel they see you coming (Domestic, 25-34 years) * Note: the themes take into account open ended responses from visitors as well as responses to coded questions. The selected quotes reflect the general theme of dissatisfaction. 46
Themes of dissatisfaction with Barkly Region* Rubbish All the rubbish on the floor near the road. (Domestic, unknown age) The amount of detritous cans, bottles and rubbish of all kinds still litters roadside in NT.. (Domestic, 65+ years) In Tenant Creek even though locals are friendly, town has appearance of war zone (Domestic, 65+ years) Indigenous issues Unhappy to see indigenous population with no incentive to achieve or work. (Domestic, 55-64 years) The local Aborigines fighting all night made me feel very unsafe (Domestic, 45-54 years) Others Mobile phone reception No mobile phone reception (Domestic, 65+ years) * Note: the themes take into account open ended responses from visitors as well as responses to coded questions. The selected quotes reflect the general theme of dissatisfaction. 47
Preferred experiences
Preferences for holiday types or travel experiences 100% Which of the following types of holiday or travel experiences do you like? 84% 80% 60% 63% 59% 57% 40% 20% 11% 5% 0% Nature experiences Cultural experiences Active outdoor experiences Visiting art galleries or museums Volunteer work None of these Holiday type (Multi) Base n=479
Preferred holiday types
Preferred holiday types How interested are you in doing each of the following? Four Wheel driving in remote areas on roads only accessible to four wheel drive vehicles 27% 43% 30% Base N=447 Photography of landscapes and local floral and fauna or traditional aboriginal lifestyle 59% 34% 7% Base N=461 Fishing in a river, creek or billabong from the shore or in a boat/cance 33% 32% 35% Base N=452 Indigenous Art; visiting art centres/galleries; learning about artists and stories behind art 29% 54% 18% Base N=449 Trekking in remote areas only accessible by foot in National Parks on prescribed walks 22% 40% 38% Base N=448 0% 25% 50% 75% 100% Very interested Somewhat interested Not at all interested 51