Tourism New Zealand
Visitor Experience Monitor
2011/2012
VEM Background and Methodology

The Visitor Experience Monitor (VEM) is an annual survey of 4,500 international tourists that have
visited New Zealand primarily for holiday or visiting friends and relatives (VFR) purposes

The VEM is conducted on an annual basis by Tourism New Zealand and is used to track the
experiences of international tourists during their stay in New Zealand

The survey is an online based survey that is completed by international tourists between one and
three weeks after returning home. Email addresses of international tourists are collected while
they are in New Zealand. The emails are collected through two methods:
Background
Methodology


Face to face collection in the departure lounges of Auckland, Wellington and Christchurch
International Airports

Respondents to the International Visitor Survey who agreed to further research
Emails are collected throughout the year and are weighted based on the natural distribution of
New Zealand visitor numbers throughout the year, which is obtained through Statistics New
Zealand’s International Travel and Migration Survey and includes :

Age of New Zealand visitors

Gender of New Zealand visitors

Country of residence of New Zealand visitors
Tourism New Zealand |
2
VEM Background and Methodology (cont’d)

Methodology

In 2011/12 4,566 international tourists completed the VEM. Broken down by market this included :

Australia – 1,695

UK – 660

USA – 321

Germany – 265

China – 176

Japan – 216

Korea – 116
Key areas the VEM covers include:

International tourists satisfaction with key components of a trip to New Zealand

Information sources used pre and during a trip to New Zealand

Use of social media pre, during and post a trip to New Zealand

Regional visitation

Activities undertaken

Accommodation and transport used

Use of i-SITEs

Environmental and safety aspects of a trip to New Zealand

Brand awareness

Demographics
Tourism New Zealand |
3
Overall Visitor Satisfaction
Tourism New Zealand |
4
Overall visitor satisfaction has remained constant, however the proportion very likely to
recommend New Zealand has slightly decreased.
Overall Visitor Satisfaction (International Visitors to New Zealand)
2009/10(1)
2010/11(2)
2011/12(3)
Overall
Satisfaction with
New Zealand
9.0
8.9
8.9
Proportion Not
Highly Satisfied
with New Zealand(4)
9%
11%
11%
82%
80%
79%
97%
96%
96%
Proportion Very
Likely to
Recommend New
Zealand(5)
Proportion Likely to
Recommend New
Zealand(6)
Notes: 1. Sample size n = 4,542;
2. Sample size n = 4,516;
3. Sample size n = 4,566;
4. Not highly satisfied is defined as those rating their overall visit to New Zealand 1 to 7 on a 10 point scale where 1 is ‘Not at all satisfied’
and 10 is ‘Extremely satisfied’;
5. Very likely to recommend is defined as those stating a 9 to 10 on a 10 point scale where 1 is ‘ not at all likely to recommend’ and 10 is
‘extremely likely to recommend’;
6. Likely to recommend is defined as those stating a 7 to 10 on a 10 point scale where 1 is ‘ not at all likely to recommend’ and 10 is
‘extremely likely to recommend’
Significantly higher than a year ago
Tourism New Zealand |
Significantly lower than a year ago
5
Satisfaction with Activities and Environment aspects remain stable and high.
There have been small decreases in satisfaction with Accommodation and Food and
Beverage.
Overall Visitor Experience (International Visitors to New Zealand, 2011/12)(1)
2010/12(2)
Satisfaction
Score
Importance
Accommodation
18%
8.3
17%
8.4
8.0
10%
8.1
8.4
7%
8.4
8.9
30%
8.9
8.7
12%
8.6
9.0
14%
9.0
8.8
10%
8.7
Food and Beverage
11%
Internal Transport
5%
Overall
Satisfaction
8.9
Activities
35%
i-SITEs
2010/11(2)
NCI
Environment
8.9
21%
Safety
10%
Key
Aspect of Experience
Importance
xx%
2011/12
Satisfaction
x.x
Notes: 1. Sample size n = 4,566;
2. Sample size n = 4,516
Significantly higher than a year ago
Significantly lower than a year ago
Tourism New Zealand |
6
Overall satisfaction remains relatively consistent this year across all countries, with the
exception of a significant increase amongst Japanese visitors
Overall Visitor Experience by Country (International Visitors to New Zealand)
2009/10
2010/11
9,1 8,9 8,9
2011/12
9,2 9,3 9,1
Australia
9,4 9,3 9,2
9,3 9,3 9,2
8,7 8,8 8,8
UK
USA
Germany
8,6 8,6
China
8,9
8,4
8,1 8,2
Japan
Korea
Sample size
1,111 1,280 1,695
787
851 1,656
378
419
321
374
302
265
158
154
176
236
234
216
Significantly higher than a year ago
Significantly lower than a year ago
174
134
116
Tourism New Zealand |
7
The UK, USA and Germany markets rate their New Zealand experience higher than the
overall average
Overall Visitor Experience by Country (International Visitors to New Zealand, 2011/12)(1)
Australia
UK
USA
Germany
China
Japan
Korea
8.5
8.6
8.6
8.1
8.4
8.0
7.5
8.3
8.1
8.0
7.6
8.2
7.7
7.3
8.4
8.6
8.5
8.9
8.2
8.5
7.8
7.9
8.9
8.9
9.0
9.2
9.1
8.7
8.7
8.5
8.6
9.0
8.8
8.8
9.2
8.6
8.4
8.8
9.0
9.3
8.9
9.2
9.1
9.0
8.7
8.9
9.2
9.1
8.9
8.5
8.4
8.9
9.1
9.2
9.2
8.8
8.9
8.4
Sample size 1,695
660
321
265
176
216
116
Accommodation
18%
8.3
Food and Beverage
11%
8.0
Internal Transport
5%
Overall
Satisfaction
8.9
Activities
35%
i-SITEs
NCI
8.7
Environment
21%
9.0
Safety
10%
8.8
Key
Aspect of Experience
Importance
xx%
2011/12
Satisfaction
x.x
Overall Satisfaction
Notes: 1. Sample size n = 4,566
Significantly higher than average
Significantly lower than average
Tourism New Zealand |
8
Activities involving natural scenery are those with the highest levels of satisfaction, while
town or city based activities are amongst those with the lowest levels of satisfaction
Visitor Activities Satisfaction (International Visitors to New Zealand, 2011/12)(1)
Top 5 Activities
9,1
Scenic bush walk
Sample size
183
9,1
Mountain
climbing / rock
climbing /
absailing
120
9,1
Caving
141
Bottom 5 Activities
9,0
Photography
153
9,0
Sporting event
activity
(E.g. rugby)
164
8,0
8,0
8,0
7,9
Sky Tower
Eating out /
restaurants
Skiing /
snowboarding
Bars / nightclubs
220
335
95
223
7,7
Shopping
348
Notes: 1. Only includes activities with sample size greater than 50
Tourism New Zealand |
9
Accommodation
Tourism New Zealand | 10
More visitors to New Zealand used Private Homes or Friends for accommodation this year
Use of Motels reduced
Accommodation Types Used While in New Zealand (% International Visitors to New Zealand, 2011/12)(1)(2)
The average number of different
accommodation types used is 2.0, slightly
down from 2.1 last year
42%
37%
29%
20%
Hotel
2010/11(3)
45%
Private Home
/ Friends
Motel
34%
32%
Backpackers
Hostels
19%
Notes: 1. Multiple response question;
2. Sample size n = 4,566;
3. Sample size n = 4,516
17%
13%
11%
Camping Holiday home Bed and
Ground /
/ Serviced
Breakfast
Holiday Park Apartment or
Timeshare
18%
13%
12%
7%
Homestay
7%
7%
Free
Camping
7%
5%
5%
3%
2%
1%
Boutique
Accomm
Exclusive/
Luxury Lodge
Farmstay
Student
Accomm
Marae
7%
6%
1%
1%
Significantly higher than a year ago
Significantly lower than a year ago
4%
Tourism New Zealand | 11
The overall decrease in satisfaction with Accommodation has been driven by the price of
accommodation
Visitor Accommodation Experience (International Visitors to New Zealand, 2011/12)(1)
2010/11(2)
Importance
Quality of amenities and facilities
34%
8.1
Overall
Accommodation
8.3
8.3
Satisfaction
Score
34%
8.2
8.2
34%
8.3
Price of accommodation
36%
7.8
32%
8.0
Quality of services
30%
2010/11(2)
8.4
Key
Aspect of Experience
Importance
xx%
2011/12
Satisfaction
x.x
Notes: 1. Sample size n = 4,566;
2. Sample size n = 4,516
Significantly higher than a year ago
Significantly lower than a year ago
Tourism New Zealand | 12
Food and Beverage
Tourism New Zealand | 13
Despite an increase in satisfaction with the quality of service, lower satisfaction with price
contributed to the decrease in overall satisfaction with Food and Beverage
Visitor Food and Beverage Experience (International Visitors to New Zealand, 2011/12)(1)
2010/11(2)
Importance
Quality of food and beverage
44%
8.1
Overall Food and
Beverage
8.2
8.0
Satisfaction
Score
42%
8.1
8.2
28%
8.0
Price of food and beverage
32%
7.1
30%
7.4
Quality of services
24%
2010/11(2)
8.1
Key
Aspect of Experience
Importance
xx%
2011/12
Satisfaction
x.x
Notes: 1. Sample size n = 4,566;
2. Sample size n = 4,516
Significantly higher than a year ago
Significantly lower than a year ago
Tourism New Zealand | 14
Transport
Tourism New Zealand | 15
Satisfaction with Transport has remained stable
Visitor Internal Transport Experience (International Visitors to New Zealand, 2011/12)(1)
2010/11(2)
Importance
Comfort, safety and reliability
35%
8.4
Overall Internal
Transport
8.4
Quality of services
33%
8.4
Price of transport
31%
7.8
Satisfaction
Score
38%
8.4
31%
8.3
31%
7.9
2010/11(2)
8.4
Key
Aspect of Experience
Importance
xx%
2011/12
Satisfaction
x.x
Notes: 1. Sample size n = 4,566;
2. Sample size n = 4,516
Significantly higher than a year ago
Significantly lower than a year ago
Tourism New Zealand | 16
Satisfaction with Coach Tours is slowly trending up
Visitor Internal Transport Experience (International Visitors to New Zealand)
2009/10
2010/11
2011/12
8,2 8,2 8,2
8,2 8,2 8,2
Rental cars
Domestic airline
8,5 8,6 8,7
8,5 8,4 8,4
Coach Tour
Commercial
Ferry/Boat
1,183 916
1,013 952 715
8,0 8,0 8,0
8,1 8,2 8,2
Taxi / Limo / Car Scheduled coach
Tour
service
8,2 8,2 8,2
8,2 8,1 8,1
Train
Campervan
Sample size
757 1,742 1,430
1,051 881
782
762
644 569
558
626 456 519
607
478 493
Significantly higher than a year ago
Significantly lower than a year ago
453 216
362
Tourism New Zealand | 17
Activities
Tourism New Zealand | 18
There has been a decrease in the average number of activities participated in. This has
been seen across all markets except Germany, China and Japan
Number of Activities Participated Over Time (International Visitors to New Zealand)
2009/10
2010/11
2011/12
22,5
20,9 20,9
19,0
17,3
17,2
16,2
16,0
13,8
15,2 14,7
12,9
15,1
14,9
13,5
13,4
11,9 11,8
11,0
9,2
Total
Australia
4,542 4,516 4,566
1,111 1,280 1,695
12,6
10,9
9,2 9,1
UK
USA
Germany
China
Japan
Korea
Sample size
787 851
660
378
419 321
374 302
265
158
154 176
236 234
Significantly higher than a year ago
Significantly lower than a year ago
216
174
134
116
Tourism New Zealand | 19
Overall Activity satisfaction remains high, with an improvement in satisfaction with safety
Visitor Activities Experience (International Visitors to New Zealand, 2011/12)(1)
2010/11(2)
Quality of the actual activity
48%
8.6
Overall
Activities
8.9
Importance
Satisfaction
score
55%
8.5
Quality of the service
19%
8.4
7%
8.4
Price of the activities
10%
7.7
13%
7.8
Safety of the activities
23%
8.6
25%
8.5
2009/10(2)
8.9
Key
Aspect of Experience
Importance
xx%
2011/12
Satisfaction
x.x
Notes: 1. Sample size n = 4,556;
2. Sample size n = 4,516
Significantly higher than a year ago
Significantly lower than a year ago
Tourism New Zealand | 20
Regional visitation
Tourism New Zealand | 21
International tourists visited fewer regions this year
Regions Visited in New Zealand (% International Visitors to New Zealand, 2011/12)(1)(2)
The average number of regions
visited is 4.0 – significantly down
from 4.3 in year 2010/11 and 4.8 in
2009/10
74%
47%
39%
37%
36%
27%
26%
22%
19%
18%
17%
14%
13%
9%
Auckland
Bay of
Plenty
Otago
Canterbury Wellington
Waikato
Northland
West
Coast
Tasman- Marlborough Hawke’s Manawatu- Southland
Nelson
Wanganui
Bay
6%
Taranaki
Gisborne
Average # of
regions visited
2010/11
69%
46%
47%
51%
34%
24%
26%
30%
22%
21%
16%
13%
18%
8%
6%
Australia
58%
34%
24%
25%
32%
24%
20%
14%
11%
13%
15%
13%
9%
7%
5%
3.1
UK
79%
58%
50%
49%
51%
32%
39%
35%
25%
30%
30%
18%
19%
11%
7%
5.3
USA
78%
48%
50%
33%
30%
21%
17%
19%
15%
13%
14%
6%
9%
5%
3%
3.6
Germany
91%
77%
73%
71%
75%
45%
62%
67%
67%
58%
36%
39%
40%
31%
20%
8.5
China
88%
51%
35%
28%
11%
23%
11%
14%
6%
3%
5%
2%
11%
2%
2%
2.9
Japan
83%
27%
32%
32%
15%
19%
12%
4%
5%
3%
7%
4%
6%
3%
1%
2.5
Korea
83%
53%
41%
29%
17%
26%
16%
8%
4%
5%
4%
4%
5%
1%
1%
3.0
Notes: 1. Multiple response question;
2. Sample size n = 4,566
Significantly higher than other country / a year ago
Significantly lower than other country / a year ago
Tourism New Zealand | 22
Environment
Tourism New Zealand | 23
A greater dissatisfaction with New Zealand’s Weather this year, but satisfaction with New
Zealand being natural, open and having a vibrant urban atmosphere have improved from a
year ago
Overall Visitor Environment Experience (International Visitors to New Zealand, 2011/12)(1)
2010/11(2)
Importance
Satisfaction
Score
9.3
23%
9.0
9.1
11%
8.9
Natural landscapes and scenery
22%
9.5
25%
9.5
7.7
10%
8.0
Roads and driving experience
18%
8.1
14%
8.1
17%
7.7
Natural environment
20%
Open spaces
7%
Overall
Environment
9.0
Weather
9%
2010/11(2)
9.0
Key
Urban atmosphere
23%
8.2
Aspect of Experience
Importance
xx%
2011/12
Satisfaction
x.x
Notes: 1. Sample size n = 4,566;
2. Sample size n = 4,516
Significantly higher than a year ago
Significantly lower than a year ago
Tourism New Zealand | 24
Three in four visitors thought that the environmental practices of the New Zealand tourism
industry were better than other countries – consistent with a year ago
Perceptions of Environmental Practices (% International Visitors to New Zealand, 2011/12) (1)
Better than other countries
About the average
Worse than other countries
1%
2%
21%
1%
7%
3%
24%
33%
46%
78%
42%
75%
64%
52%
Overall
2010/11 – Better than other countries(2)
76%
2010/11 – Worse than other countries(2)
1%
Notes: 1. Sample size n = 2,086;
2. Sample size n = 3,287
Commercial
Accommodation
51%
Activities and
Attractions
Transport
Public
Infrastructure
55%
75%
50%
62%
3%
1%
5%
3%
Significantly higher than a year ago
Significantly lower than a year ago
Tourism New Zealand | 25
The proportion of visitors who agree the New Zealand environment is managed sustainably
is consistent with last year
Proportion Agreeing the New Zealand Environment is Managed Sustainably (% International Visitors to New Zealand)
76%
2009/10 (1)
Notes: 1. Sample size n = 3,204;
2. Sample size n = 1,443;
3. Sample size n = 2,077
80%
2010/11 (2)
80%
2011/12 (3)
Significantly higher than a year ago
Significantly lower than a year ago
Tourism New Zealand | 26
Technology
Tourism New Zealand | 27
Unsurprisingly, use of new forms of technology continued to increase in 2011/2012,
particularly Wi-Fi, Smart Phones and mobile phones.
Usage of Technology in New Zealand (% International Visitors to New Zealand 2011/12)(1)
47%
44%
44%
28%
24%
23%
7%
Wi-fi internet
locations
2010/11(2)
34%
2%
Own mobile Own laptop or Blackberry, Internet cafes Own mobile
A mobile
Gaming
phone set to
iPad
iPhone or
phone with a
phone
console with
global roaming
another smart
SIM card
purchased in Wi-fi capacity
phone
purchased in New Zealand
NZ
51%
Notes: 1. Sample size n = 4,232;
2. Sample size n = 1,839
37%
17%
28%
16%
6%
2%
Significantly higher than a year ago
Significantly lower than a year ago
5%
8%
Other
None of these
6%
11%
Tourism New Zealand | 28
Compared to 2010/2011, more visitors have chosen to book their flight directly via an
airline or a travel website, with this at the expense of booking flight via a travel agent
Booking Method of Flight to New Zealand (% International Visitors to New Zealand, 2011/12)
Arrive via
International Airline(1)
How was Flight to New Zealand Booked(2)(3)
99%
47%
31%
16%
Direct from an airline Calling or visiting a
website
travel agent
2010/11
Notes: 1. Sample size n = 4,566;
2. Multiple response question;
3. Sample size n = 4,455
43%
35%
Througha travel
website
4%
6%
Calling an Airline
Other
4%
7%
13%
Significantly higher than a year ago
Significantly lower than a year ago
Tourism New Zealand | 29
Facebook remains the most commonly used social media tool when sharing New Zealand
holiday experiences with others and compared to a year ago its use levels have
significantly increased
Website Used to Share New Zealand Holiday Experience (% International Visitors to New Zealand, 2011/12) (1)(2)
Other includes:
 Tumblr
 Blogger
 Google+
 QQ– Chinese social media website
96%
46%
Visitors who talked
or wrote positively
of New Zealand
Facebook
44%
10%
5%
3%
3%
2%
1%
Tripadviser
Picasa
Twitter
Youtube
Flickr
Other
I didn’t use any
website
5%
3%
2%
2%
7%
49%
8%
52%
2010/11
41%
4%
Australia
39%
5%
2%
2%
1%
1%
UK
44%
8%
2%
3%
1%
2%
7%
47%
USA
42%
6%
4%
2%
2%
1%
11%
48%
Germany
48%
3%
5%
0%
1%
2%
12%
47%
China
N/A
3%
2%
3%
4%
1%
21%
40%
Japan
34%
1%
1%
10%
1%
0%
5%
54%
Korea
39%
1%
0%
3%
3%
0%
16%
47%
Notes: 1. Sample size n = 3,840, sample size is those who answered yes or no to whether
they talked positively about New Zealand to others;
2. Multiple response question;
Significantly higher than other countries / a year ago
Significantly lower than other countries / a year ago
Tourism New Zealand | 30
Four in ten international tourists used Facebook within New Zealand and the same amount
used Facebook to share their trip once they returned home.
Usage of Social Media Sites at Different Stages of Trip to New Zealand
(% International Visitors to New Zealand, 2011/12)(1)
While Planning Trip
25%
Within New Zealand
Returned Home
42%
42%
33%
25%
23%
8%
12%
20%
5%
8%
12%
2%
4%
4%
58%
57%
(2)
(2)
(3)
74%
None of these
Notes: 1. Sample size n = 4,223;
2. Asked of Chinese visitors only sample size n = 151;
3. Asked Japanese visitors only sample size n = 211
Significantly higher than other stages
Significantly lower than other stages
Tourism New Zealand | 31
Safety
Tourism New Zealand | 32
All aspects of Safety are showing consistent satisfaction levels, with road safety continuing
to be the area of lowest satisfaction
Overall Visitor Safety Experience (International Visitors to New Zealand, 2011/12)(1)
2010/11(2)
Importance
Satisfaction
Score
Personal safety in urban areas
32%
8.6
31%
8.5
Personal safety in country areas
25%
8.8
27%
8.8
Safety standards of activities
20%
8.7
20%
8.7
22%
8.1
Overall Safety
8.8
2010/11(2)
Road safety
8.7
23%
8.2
Key
Aspect of Experience
Importance
xx%
2011/12
Satisfaction
x.x
Notes: 1. Sample size n = 4,566;
2. Sample size n = 4,516
Significantly higher than a year ago
Significantly lower than a year ago
Tourism New Zealand | 33
UK, US and German visitors have the highest satisfaction with Safety, while visitors from
Japan and Korea are the least satisfied with safety
Visitor Safety Experience by Country (International Visitors to New Zealand, 2011/12)(1)
Australia
UK
USA
Germany
China
Japan
Korea
Personal safety in urban areas
32%
8.6
8.4
8.8
9.0
8.6
8.7
8.2
8.2
Personal safety in country areas
25%
8.8
8.8
9.0
9.4
8.9
8.8
8.7
8.4
Safety standards of activities
20%
8.7
8.6
8.9
9.2
9.0
8.8
8.3
8.6
7.9
8.1
8.5
8.3
8.8
7.8
8.1
8.7
8.9
9.2
9.1
8.9
8.5
8.4
1,695
660
321
265
176
216
116
Overall Safety
8.8
Road safety
23%
8.2
Overall Safety
Key
Sample size
Aspect of Experience
Importance
xx%
2011/12
Satisfaction
x.x
Notes: 1. Sample size n = 4,566
Significantly higher than average
Significantly lower than average
Tourism New Zealand | 34
Brand awareness
Tourism New Zealand | 35
The awareness of ‘100% Pure New Zealand’ has increased from last year
Awareness and Influence of ‘100% Pure New Zealand’ (% International Visitors to New Zealand)
Awareness of ‘100% Pure New Zealand’
Logo
12%
Don't know
‘100% Pure New Zealand’ Campaign
Influence on Decision to Visit New Zealand
13%
18%
21%
12%
11%
9%
75%
78%
80%
13%
11%
11%
23%
22%
No
68%
64%
59%
Yes
(1)
2009/10
Notes: 1. Sample size n = 2,219;
2. Sample size n = 1,839;
3. Sample size n = 4,234
(2)
2010/11
(3)
2011/12
(1)
2009/10
(2)
2010/11
Significantly higher than a year ago
Significantly lower than a year ago
2011/12
(3)
Tourism New Zealand | 36
I-SITES and Qualmark
Tourism New Zealand | 37
Use of i-SITEs has been declining
Usage of i-SITEs (% International Visitors to New Zealand)
(1)
2010/11
2011/12 (2)
2009/10
Used an i-SITE
Used an i-SITE by Country
Used an i-SITE by Age
76% 77%
57% 56%
56%
55%
45%
44%
39%
41%
33%
36%
33%
29%
Total
Australia
Notes: 1. Sample size n = 4,516;
2. Sample size n = 4,566
27%
UK
USA
52%
Germany
30%
China
31%
Japan
Korea
39%
38%
32%
37%
33%
18 to 34 years old
Significantly higher than a year ago
Significantly lower than a year ago
35 to 54 years old
Over 55 years old
Tourism New Zealand | 38
However, all aspects of the i-SITE experience are showing consistently high satisfaction
levels
Visitor i-SITEs Experience (i-SITE Users, 2011/12)(1)
2010/11(2)
Satisfaction
Importance
score
i-SITE facilities
8.7
14%
8.6
How well the staff meet your needs
24%
8.5
23%
8.5
8.6
15%
8.5
8.6
25%
8.6
10%
8.6
8.8
7%
8.7
Quality of recommended providers
6%
8.5
6%
8.4
16%
Level of personal service
18%
Overall i-SITEs
8.7
Knowledgeable staff
16%
2010/11(2)
8.6
Key
Aspect of Experience
Importance
xx%
2011/12
Satisfaction
x.x
Notes: 1. Sample size n = 1,800;
2. Sample size n = 2,080
Amount of planning information available
14%
8.6
Ease of making bookings
7%
Significantly higher than a year ago
Significantly lower than a year ago
Tourism New Zealand | 39
And usage of i-SITEs has a small but positive impact upon overall visitor satisfaction
The Impact of i-SITE Usage on Overall Visitor Satisfaction (International Visitors to New Zealand, 2011/2012)
Used an i-SITE
Did not use an i-SITE
9,0
8,8
Total
Sample size
1,796
2,387
9,1
8,9
9,2
Australia
460
1,106
9,1
9,2
UK
341
9,3
USA
268
98
192
9,3
8,9
Germany
192
58
9,1
8,7
China
45
106
8,9
8,9
Japan
90
121
8,6
8,4
Korea
39
67
Significantly higher than did not use an i-SITE
Significantly lower than did not use an i-SITE
Tourism New Zealand | 40
Overall visitor satisfaction is also indicatively higher amongst those who were aware they
used a Qualmark rated or endorsed provider
Overall Visitor Satisfaction by Awareness of Qualmark Rating or Endorsement (International Visitors to New Zealand)
Aware they used a Qualmark operator
Not aware or didn't use a Qualmark operator
9,1
9,0
9,0
2009/10
8,9
9,0
2010/11
8,9
2011/12
Sample size
1,906
2,328
1,369
2,601
Significantly higher than other group
Significantly lower than other group
602
2,045
Tourism New Zealand | 41
Why New Zealand?
Tourism New Zealand | 42
32%
7.7
7.6
7.7
7.2
7.4
8.1
8.6
7.2
7.6
7.9
7.2
8.1
6.4
10.0
6.7
7.8
7.1
8.7
6.3
22%
16%
14%
12%
10%
9%
9%
7%
7%
7%
5%
5%
4%
4%
3%
2%
1%
1%
1%
1%
0%
30%
26%
23%
Notes: 1. Multiple response question;
2. Sample size n = 4,566
Travel agents in your
home country via the
internet
Online travel blogs
Tourism New Zealand
office
Other publications e.g.
magazines
Another specific New
Zealand website
www.i-SITE.org.nz
Websites of individual
i-SITE centres
Facebook
Weibu
By phoning airlines
By visiting an airline
outlet
Another website
Kaixin or RenRen
4%
4%
4%
3%
3%
3%
2%
2%
1%
0%
An i-SITE consultant
or staff member by
email or phone
www.tripadvisor.com
Websites of individual
i-SITE centres
www.i-SITE.org.nz
Smart phone
applications
www.wotif.com
Other websites
Facebook
Twitter
8%
10%
None of these
0%
Other
Another social
networking website
An i-SITE consultant
or staff member by
email or phone
8%
None of these
Other
Twitter
www.wotif.com
10%
www.newzealand.com
16%
Other publications
Information Sources Used After Arrival in New Zealand(2)
Tourism New Zealand
www.tripadvisor.com
Travel agents in your
home country in
person
7.9
Travel agents in your
home country over the
phone
30%
7.8
www.lonleyplanet.com
31%
Other travellers I met
once in New Zealand
36%
Local New Zealanders
I met once in NZ
8.2
Local New Zealanders
I knew before I arrived
in NZ
7.3
www.newzealand.com
Travel guides/books
about New Zealand
Airline websites
Friends, family and
colleagues
NA
i-SITEs
40%
Staff at hotels, motels,
backpackers, etc
Travel guides
Recommendation from friends and families remains the most frequently used information
source before arrival, with travel guides the main source of information after arrival
Information Sources Used When Planning and Booking a Holiday in New Zealand
(% International Visitors to New Zealand, 2011/2012)(1)
Information Sources Used Before Arrival in New Zealand(2)
Usefulness of Information Sources Used
NA
NA
8%
6%
Tourism New Zealand | 43
4%
4%
I saw advertising about NZ
9%
4%
3%
Word of Mouth
27% influenced
29%
Somewhere new / had never been
there before
25%
Always wanted to visit
My travel agent talked about or
recommended NZ
Indirect Marketing
16% influenced
Friends, family or colleagues talked
about or recommended NZ
5%
Generally searching for places to go
and came across information about
NZ
8%
Read about NZ in a newspaper, or
magazine
Direct Marketing
15% influenced
I saw a show or segment featuring
NZ on TV
Read about NZ in online articles,
travel forums, blogs, social
networking sites, etc
14%
Saw or found a good travel package
deal to NZ
Specific Event
45% influenced
Saw or found a good deal on flights to
NZ
10%
A specific event bought me to NZ
Destination Interest
54% influenced
Wanted to visit friends or family in NZ
11%
Specific attractions bought me to NZ
15%
Wanted to see the unique indigenous
culture
Environmentally friendly image
Spectacular landscapes and natural
scenery
Landscape and scenery remain the main factors that influenced visitors’ interest in visiting
New Zealand, while recommendations from friends and families have also simulated visitor
interest
Factors that Influenced Visitor Interest in New Zealand
(% International Visitors to New Zealand, 2011/2012)(1)
Travellers mentioned 2.6 factors influenced them
Other 42%
influenced
47%
36%
26%
2%
Notes: 1. Sample size n = 4,566
Tourism New Zealand | 44
Australia remains the most considered other destination to visit rather than New Zealand,
while consideration for Thailand, Switzerland and Germany have also increased this year
Other Countries Considered Visiting
(% International Visitors to New Zealand, 2011/2012)(1)(2)
39%
42%
Other
8%
Netherlands
2%
Korea
3%
Taiwan
3%
Indonesia
3%
China
3%
Other Asian countries
4%
Germany
4%
Malaysia
4%
Switzerland
5%
Hong Kong
5%
Singapore
6%
UK
6%
Japan
7%
Canada
7%
Thailand
9%
Pacific Islands
9%
Other European countries
2010/11(3)
43%
43%
9%
USA
Australia
None of these
11%
10%
7%
8%
7%
7%
7%
6%
6%
5%
3%
3%
2%
3%
3%
3%
2%
2%
1%
8%
Notes: 1. Multiple response question;
2. Sample size n = 4,566;
3. Sample size n = 4,516
Significantly higher than a year ago
Significantly lower than a year ago
Tourism New Zealand | 45