Introduction
This survey of holiday visitors to the Cei Dev area was undertaken by the University of
Wales, Aberystwyth and in conjunction with Cyngor Sir Ceredigion County Council.
Data collection, input and analysis was conducted by, and on behalf of, the University of
Wales, Aberystwyth. Surveying took the form of self completion questionnaires and faceto-face interviews, the majority of which were completed in August 2003. The analysed
sample size is 636. This survey is part of a county wide exercise in Ceredigion. The
sample size for the whole of the county is 2586.
Comparisons with 2002 data have been drawn from a similar survey carried out by the
University of Wales in 2002 in the Cei Dev area, where the sample size was 676. The
sample size for the Ceredigion wide data in 2002 was 1760.
This report undertakes to describe:
 the characteristics of visitors to the area;
 the factors that influenced the holiday decision making process;
 the type and length of visit;
 accommodation type used;
 visitor satisfaction levels with the quality of service and facilities in the area.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
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Table of Contents
Introduction ................................................................................................................................... 1
1.
Visitor Profile .................................................................................................................. 4
1a.
Gender ............................................................................................................................ 4
Gender of Respondents ................................................................................................... 4
1b.
Age Profile....................................................................................................................... 4
Age groups of respondents – a comparison ..................................................................... 4
Age Profile of Visitors ....................................................................................................... 5
Age Profile of Visitors – Aberaeron vs. New Quay ............................................................ 5
1c.
Travelling with Children ................................................................................................... 6
Visitors Travelling with or without Children ....................................................................... 6
Visitors Travelling with or without children – a comparison ............................................... 7
Visitors Travelling with or without children – Aberaeron vs. New Quay ............................. 7
1d.
Areas of origin of visitors ................................................................................................ 8
Areas of origin – all respondents ...................................................................................... 8
Comparison of Origins of Visitors ..................................................................................... 9
Origins of Visitor travelling with children ........................................................................... 9
1e.
Main mode of Transport ................................................................................................ 10
Transport Used to travel to Destination .......................................................................... 10
Main mode of transport used whilst at destination .......................................................... 10
1f.
Purpose of Visit ............................................................................................................. 11
Main Purpose of Visit – all respondents .......................................................................... 11
Main Purpose of Visit – Aberaeron vs. New Quay .......................................................... 11
2.
Holiday accommodation used ..................................................................................... 12
2a
Type of accommodation ................................................................................................ 12
Type of Accommodation Used – all respondents ............................................................ 12
Type of Accommodation Used – repeat visitors .............................................................. 12
Type of Accommodation Used – First Time visitors ........................................................ 12
2b.
Length of Stay ............................................................................................................... 13
Total Length of Stay away from Home ............................................................................ 13
Total Length of Stay – repeat visitors ............................................................................. 13
Total Length of Stay – first time visitors .......................................................................... 13
2c.
Frequency of visits ........................................................................................................ 14
Frequency of repeat visits .............................................................................................. 14
Accommodation used by respondents visiting more than 4 times per year ..................... 15
2d.
Type of Attraction Visited ............................................................................................... 15
Type of Attraction Visited................................................................................................ 16
Attractions Visited – repeat visitors ................................................................................. 16
Attractions Visited – first time visitors ............................................................................. 16
2e.
Activities Undertaken ..................................................................................................... 17
Activities Undertaken - all respondents ........................................................................... 17
Activities Undertaken – repeat visitors ............................................................................ 17
Activities Undertaken – first time visitors......................................................................... 17
Activities Undertaken – Aberaeron vs. New Quay .......................................................... 18
3.
Visitor Influences ......................................................................................................... 18
3a.
Influences on Decision Making ...................................................................................... 18
Influences on Decision to Visit Cei Dev – all respondents .............................................. 19
Influence on decision to Visit – repeat visitors ................................................................ 19
Influence on decision to Visit – first time visitors ............................................................. 19
3b.
Sources of Information .................................................................................................. 20
Sources of Information on Cei Dev area and Ceredigion ................................................ 20
Sources of information on Cei Dev area ......................................................................... 21
Sources of Information on Ceredigion ............................................................................ 21
Source of Information on Accommodation – all respondents .......................................... 22
Source of Information on Accommodation – repeat visitors ............................................ 23
Source of Information on Accommodation – first time visitors ......................................... 23
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
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4.
4a.
4b.
5.
5a.
5b.
5c.
6.
6a.
6b.
6c.
7.
7a.
7b.
Source of Information on Accommodation – Aberaeron vs. New Quay........................... 24
Visitor Satisfaction ....................................................................................................... 24
Streets, Highways, Parks & Conveniences .................................................................... 24
Street Repair – all respondents ...................................................................................... 24
Cleanliness of Streets – all respondents ......................................................................... 25
Pavement Maintenance – all respondents ...................................................................... 25
Highway Signage – all respondents................................................................................ 26
Where is more signage required? ................................................................................... 26
Street Litter Facilities ...................................................................................................... 26
Maintenance of Public Parks and Gardens ..................................................................... 27
Cleanliness of Public Conveniences ............................................................................... 27
Cleanliness of Public Conveniences – Aberaeron vs. New Quay ................................... 28
Beaches ........................................................................................................................ 28
Cleanliness of Beaches .................................................................................................. 28
Litter Facilities on Beaches ............................................................................................. 28
Visitor Perception......................................................................................................... 29
Perception of Change .................................................................................................... 29
Changes Perceived Since Last Visit ............................................................................... 29
The Importance of What Wales has to Offer .................................................................. 30
Ratings of the Visitor Experience on Offer in Ceredigion – a comparison with Wales ..... 30
Things Visitors Like ....................................................................................................... 31
The Things Visitors Most Like about Ceredigion ............................................................. 32
The Things Visitors Like Least About Ceredigion ........................................................... 32
Improvements Visitors Would like to see in Ceredigion .................................................. 33
Visitor Satisfaction ....................................................................................................... 33
Quality of Facilities ........................................................................................................ 33
Satisfaction with Accommodation Quality – repeat visitors ............................................. 33
Satisfaction with Accommodation Quality – first time visitors .......................................... 33
Satisfaction with the Quality of Attractions – repeat visitors ............................................ 34
Satisfaction with the Quality of Attractions – first time visitors ......................................... 34
Quality of Service .......................................................................................................... 35
Satisfaction with the Quality of Service Received – repeat visitors ................................. 35
Satisfaction with the Quality of Service Received – first time visitors .............................. 35
Satisfaction with Information Provision .......................................................................... 35
Satisfaction with the Quality & Level of Information on Cei Dev– repeat visitors ............. 35
Satisfaction with the Quality & Level of Information on Cei Dev– first time visitors .......... 35
Satisfaction with the Quality & Level of Information on Ceredigion– repeat visitors ........ 36
Satisfaction with the Quality & Level of Information on Ceredigion– first time visitors ..... 36
Social Profile of Visitors .............................................................................................. 36
Socio-Economic Categories .......................................................................................... 36
Income brackets of Visitors............................................................................................. 36
Employment Descriptor of Visitors .................................................................................. 37
Visitor Spend ................................................................................................................. 38
Average Visitor Spend .................................................................................................... 38
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
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1.
Visitor Profile
1a.
Gender
Gender of Respondents
Cei Dev Visitor Survey 2003
Male 45.44%
Female 54.56%
Base: 603
1b.
Age Profile
Age groups of respondents – a comparison
Ceredigion & Cei Dev Visitor Surveys 2002 & 2003
30
25
Percentage
20
15
10
5
0
15 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65+
Age group
Cei Dev 2002
Cei Dev 2003
Ceredigion 2002
Ceredigion 2003
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Age Profile of Visitors
Cei Dev Visitor Surveys 2002 & 2003
35
30
Percentage
25
20
15
10
5
0
15 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65+
Age Group
Repeat Visitors 2002
Repeat Visitors 2003
First time Visitors 2002
First Time visitors 2003
Age Profile of Visitors – Aberaeron vs. New Quay
Cei Dev Visitor Surveys 2002 & 2003
40
35
Percentage
30
25
20
15
10
5
0
15 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65+
Age Group
New Quay 2002
New Quay 2003
Aberaeron 2002
Aberaeron 2003
Across Wales in 2002, 25% of visitors were aged between 35 – 44, which is slightly lower
than in the Cei Dev region. This survey reveals that the Cei Dev area is consistently
attracting the younger age groups of visitors. In 2002 42% of all visitors to Cei Dev were
aged between 15 and 44, whilst in 2003 this grew to approximately 45%.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
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Of first time visitors to the area in 2002 46% were aged 15-44, whilst in 2003 this rises to
48%. The picture is similar for repeat visitors over the two years: in 2002 41% of this
category were aged between 15 and 44, whilst in 2003 this grew to 42%.
In Ceredigion as a whole, whilst in 2002 half of first time visitors were aged under 45 and
in 2003 this rose to almost 60%, but repeat visitors to Ceredigion in 2002 saw 60% being
aged over 45 whilst in 2003 54% were aged over 45.
Those respondents to the survey in Aberaeron in 2002 revealed that 40% of them were
aged over 55, whilst for New Quay this fell to 29%. In 2003, 38% of respondents in
Aberaeron were aged over 55, whilst the percentage remained the same for New Quay.
1c.
Travelling with Children
Visitors Travelling with or without Children
Cei Dev Visitor Survey 2003
Yes 35.97%
No 64.03%
Base: 631
Those visitors travelling with children to the Cei Dev area in 2003 are slightly less than in
2002 (40%) and as across Ceredigion as a whole in 2003 (38%). Of the 36% of visitors to
Cei Dev travelling with children, just over 42% were repeat visitors. Across Ceredigion as
a whole, only 40% of repeat visitors travelled with children.
A comparison between those visitors travelling to either New Quay or Aberaeron shows
that increasing numbers of visitors are travelling without children to each, but in particular
visitors to Aberaeron are more likely to travel without children. This is backed up by the
larger percentage of visitors falling into the over 55 age bracket that visit Aberaeron – this
category is more likely to travel without children.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
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Visitors Travelling with or without children – a comparison
Cei Dev Visitor Surveys 2002 & 2003
80
70
60
Percentage
50
40
30
20
10
0
Repeat Visiotrs 2002
repeat Visitors 2003
yes
First time visitors 2002
First Time Visitors 2003
no
Base: 631 (2003); 647 (2002)
Visitors Travelling with or without children – Aberaeron vs. New Quay
Cei Dev Visitor Surveys 2002 & 2003
80
70
60
Percentage
50
40
30
20
10
0
New Quay 2002
New Quay 2003
Aberaeron 2002
Yes
Aberaeron 2003
No
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1d.
Areas of origin of visitors
Areas of origin – all respondents
Ceredigion & Cei Dev visitor surveys 2002 & 2003
Other
N.Ireland
Republic of Ireland
Scotland
Area of Origin
West Wales
Mid Wales
South Wales
North Wales
Midlands
South West England
South East England
North East England
North West England
0
5
10
15
20
25
30
35
Percentage
Cei Dev 2002
Cei Dev 2003
Ceredigion 2002
Ceredigion 2003
Visitors from both the Midlands and from Wales to the Cei Dev area have declined since
2002, however those from the North West of England and South East England in particular
have increased. Repeat visitors from the North West and North East of England have
increased, alongside repeat visitors from South West England, North Wales and Northern
Ireland. However, first time visitors have in the main declined excepting those from North
West England, South East England and South Wales.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
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Comparison of Origins of Visitors
Cei Dev Visitor Surveys 2002 & 2003
Other
N.Ireland
Republic of Ireland
Scotland
Area of origin
West Wales
Mid Wales
South Wales
North Wales
Midlands
South West England
South East England
North East England
North West England
0
5
10
15
20
25
30
35
Percentage
Repeat Visitors 2002
Repeat Visitors 2003
First Time Visitors 2002
First Time Visitors 2003
Origins of Visitor travelling with children
Cei Dev Visitor Surveys 2002 & 2003
Other
N.Ireland
Republic of Ireland
Scotland
Area of Origin
West Wales
Mid Wales
South Wales
North Wales
Midlands
South West England
South East England
North East England
North West England
0
5
10
15
20
25
30
35
40
Percentage
2002
2003
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© University of Wales Aberystwyth 2004
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1e.
Main mode of Transport
Transport Used to travel to Destination
Cei Dev Visitor Survey 2003
transport to area Percentage
Own car
89.60%
Hire Car
3.52%
Train
4.32%
Bus / Coach
4.64%
Bicycle
0.32%
Other
2.24%
Note rounding will have increased total percentage
Base: 625
Main mode of transport used whilst at destination
Cei Dev Visitor Survey 2003
transport in area Percentage
Own car
87.67%
Hire Car
3.67%
Train
1.50%
Bus / coach
7.50%
Own bicycle
0.33%
Hired bicycle
0.00%
Other
2.83%
Base: 600
Across Wales 84% indicated using a car (www.staruk.org), a percentage over 3% lower
than in Cei Dev. This could in part be due to the lack of an integrated public transport
system to and within the county. The figures for 2003 are approximately the same as for
2002 in Cei Dev. The percentage of visitors using bicycles (mountain bikes or otherwise)
is shown to be under 1% in the Cei Dev area, compared with just over 1% across
Ceredigion as a whole.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
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1f.
Purpose of Visit
Main Purpose of Visit – all respondents
Cei Dev Visitor Surveys 2002 & 2003
90
80
70
Percentage
60
50
40
30
20
10
0
Holiday
VFR
Business/Other
Day Trip
Purpose of Visit
Cei Dev 2002
Cei Dev 2003
Base: 633 (2003); 654 (2002)
Main Purpose of Visit – Aberaeron vs. New Quay
Cei Dev Visitor Surveys 2002 & 2003
Aberaeron 2003
Main Purpose of
Visit
Holiday
VFR
Business / Other
Day Trip
New Quay 2003
Percentage
Main Purpose of
Visit
Holiday
VFR
Business / Other
Day Trip
79.74
10.66
4.90
4.90
Percentage
82.87
7.34
5.24
4.55
Across Ceredigion in 2003 70% of respondents were on holiday, 10% fewer than in the
Cei Dev area. However, the survey shows that despite the main purpose of visit remaining
‘holiday’ this has declined in the Cei Dev area from 2002 by approximately 5%. Those
visiting friends or relatives and those on business have increased in the Cei Dev area
whilst those on day trip have declined.
There are only slight differences between those respondents visiting Aberaeron or New
Quay, although more respondents are likely to be visiting friends and/or relatives in
Aberaeron whilst more respondents are likely to be holidaying in New Quay.
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2.
Holiday accommodation used
2a
Type of accommodation
Type of Accommodation Used – all respondents
Ceredigion & Cei Dev Visitor Surveys 2002 & 2003
Other
VFR
Accommodation
Self Catering
Touring/Motor Van
Camping
Own Static Van
Hired Static Van
Other B&B
Hotel/Guest house
0
5
10
15
20
25
30
Percentage
Cei Dev 2002
Cei Dev 2003
Ceredigion 2002
Ceredigion 2003
Thirty two percent of respondents in 2003 indicated using serviced accommodation whilst
staying in the Cei Dev area, 1% more than across Ceredigion as a whole. Those indicating
staying in static vans (either owned or hired) were 24.5% in Cei Dev and 15.5% across
Ceredigion. Those staying in their own static van in 2003 (8.5%) show a significant drop
on 2002 (14.6%), whilst usage of hired static vans rose.
Type of Accommodation Used – First
Time visitors
Type of Accommodation Used –
repeat visitors
Cei Dev Visitor Surveys 2002 & 2003
Accommodation
2002 %
2003 %
Cei Dev Visitor Surveys 2002 & 2003
Accommodation
2002 %
2003 %
Hotel/ Guesthouse
14.6
19.8
Hotel/ Guesthouse
30.5
27.4
Other B&B
0.6
8.3
Other B&B
16.0
13.9
Hired Static Van
13.1
15.9
Hired Static Van
11.2
16.1
Own Static van
19.7
13.3
Own Static van
2.1
1.3
Camping
6.0
4.9
Camping
9.1
8.0
Touring / Motor
van
Self catering
10.2
4.9
5.9
5.5
17.5
17.9
Touring / Motor
van
Self catering
20.9
24.9
VFR
13.7
12.2
VFR
4.3
5.0
Other
0.7
4.4
Other
0.0
3.0
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
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In 2002, 19% of repeat visitors opted to stay in serviced accommodation whilst in 2003 this
rose to approximately 28%. For first time visitors the opposite happened: in 2002 46.5%
opted to stay in serviced accommodation whilst in 2003 this fell to 41%.
2b.
Length of Stay
Total Length of Stay away from Home
Cei Dev Visitor Surveys 2002 & 2003
40
35
Percentage
30
25
20
15
10
5
0
less than 2
2 to 4
5 to 7
7 to 10
10 to 14
more than 14
Total Nights Away
Cei Dev 2002
Cei Dev 2003
Base: 562 (2003)
Total Length of Stay – repeat
visitors
Total Length of Stay – first time
visitors
Cei Dev Visitor Surveys 2002 & 2003
Cei Dev Visitor Surveys 2002 & 2003
Length of Stay
2002
2003
Length of Stay
2002
2003
Less than 2
6.3
4.7
Less than 2
3.7
4.1
2–4
31.5
32.6
2–4
23.0
23.4
5–7
25.5
30.9
5–7
29.9
38.7
7 – 10
13.7
13.7
7 – 10
19.3
11.7
10 – 14
14.0
13.7
10 – 14
9.1
11.3
More than 14
9.0
4.8
More than 14
15.0
10.8
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
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Across Wales as a whole, in both 2001 and 2002 over half of all respondents stayed 3
nights or less (www.staruk.org), whilst in Ceredigion in 2003, 33% stayed 4 nights or less
and in 2002 29% of respondents stayed 4 nights or less. This can be taken as an
indication of an upturn in the short breaks market within Ceredigion. However, in Cei Dev
in 2003 43% stayed 4 nights or less, a 1% decrease on 2002.
In Ceredigion 39% of respondents in 2003 were staying 7 nights or longer (2002 46%),
whilst across Wales as a whole only 1% of visitors stayed over 8 nights in 2001
(www.staruk.org). In Cei Dev in 2003 32% were staying 7 nights or longer, approximately
5% less than in 2002.
Respondents in Cei Dev were also asked to indicate the number of nights they were
staying in their current accommodation (as opposed to total nights away from home). This
survey shows that 44% of all respondents were staying in their current accommodation for
4 nights or less, whilst 31% were staying between 5 and 7 nights.
First time visitors tended to stay for longer periods of time than repeat visitors, with 22%
staying 10 nights or over in 2003.
Visitors to Aberaeron tended to stay for shorter periods of time in 2003 with over 70%
staying 7 nights or less, whilst in New Quay 63% stayed 7 nights or less.
2c.
Frequency of visits
Frequency of repeat visits
Ceredigion & Cei Dev Visitor Surveys 2002 & 2003
60
50
Percentage
40
30
20
10
0
Once a year or less
2-4 times a year
More than 4 times a year
Frequency of Visits
Cei Dev 2002
Cei Dev 2003
Ceredigion 2002
Ceredigion 2003
Forty nine percent of visitors in 2003 visited once a year or less, whilst across Ceredigion
almost 46% of respondents were shown to visit once a year or less, in 2002 for Cei Dev
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
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this was 38%. Those visiting Cei Dev more than once a year has decreased from 2002 by
approximately 11%.
Accommodation used by respondents visiting more than 4 times per year
Cei Dev Visitor Surveys 2002 & 2003
Other
VFR
Accommodation
Self Catering
Touring/Motor Van
Camping
Own Static Van
Hired Static Van
Other B&B
Hotel/Guest house
0
10
20
30
40
50
60
Percentage
Cei Dev 2002
2d.
Cei Dev 2003
Type of Attraction Visited
All respondents were asked to indicate one or more attractions visited whilst in Ceredigion.
Taking the UK as a whole in 2001, 45% of domestic tourism trips took place to the
countryside and /or the seaside (ETC 2002). In 2000, 35% of UK visitors to Wales
indicated castles as the main attraction visited (www.staruk.org)
In Ceredigion in 2002, over 80% of respondents indicated they had, or would be visiting
the seaside against approximately 70% in 2003. Although no figure is available for 2002,
64% of respondents indicated they had, or would, undertake a visit to the countryside
(including farm attractions) whilst in Ceredigion in 2003.
These figures indicate the importance of the natural environment as a tourism resource for
Ceredigion and underline the importance of access to and information about these
resources for visitors. In the Cei Dev area we can see that the natural environment is
even more important to visitors, with 70% indicating visiting the countryside, 87%
indicating a visit to the seaside, and 25% indicating a visit to a nature reserve.
Those accessing local craft and/or produce outlets whilst visiting the Cei Dev area is
shown to be 15% higher than across Ceredigion as a whole, whilst those accessing local
events is slightly less at 18.2% in Cei Dev as opposed to 21.2% across Ceredigion.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
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A graphic comparison with 2002 figures is infeasible owing to a slight change in the nature
of the question asked.
Type of Attraction Visited
Ceredigion & Cei Dev Visitor Survey 2003
Other
Castles/Trains
Attractions
Cinema/Theatre
Local Craft/Produce
Festival/Event
Seaside
Nature Reserve
Red Kite Centre
Countryside
0
10
20
30
40
50
60
70
80
90
100
Percentage
Cei Dev
Attractions Visited – repeat visitors
Ceredigion
Attractions Visited – first time
visitors
Cei Dev Visitor Survey 2003
Cei Dev Visitor Survey 2003
Attractions visited
Countryside
Percentage
Attractions visited
72.13%
Percentage
Countryside
65.95%
Red Kite centre
9.56%
Red Kite centre
12.93%
Nature reserve
23.22%
Nature reserve
28.88%
Seaside
87.70%
Seaside
85.34%
festival / Event
23.50%
festival / Event
Local craft / produce
46.72%
Local craft / produce
Cinema / theatre
Castles / trains
Other
6.83%
Cinema / theatre
23.50%
Castles / trains
9.29%
Other
9.91%
38.36%
6.47%
36.21%
9.48%
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2e.
Activities Undertaken
Activities Undertaken - all respondents
Ceredigion & Cei Dev Visitor Survey 2003
Other
Riding
Golf
Activity
Indoor Activity
Fresh Water Angling
Sea Angling
Cycling
Mountain Biking
Walking
0
10
20
30
40
50
60
70
80
90
100
Percentage
Cei Dev
Ceredigion
Over 65% of visitors to Ceredigion indicate that they have, or are going to, walk as part of
their visit to the area, this is 5% higher than in 2002 and 22% higher than in Wales as a
whole in 2000. In Cei Dev the percentage is higher with over 90% of respondents
indicating that hey would walk as part of their visit. Sea angling is over 5% higher than in
Ceredigion as a whole. The most popular activities included in the ‘other’ category are
surfing, canoeing and climbing, whilst indoor activity includes bowls and swimming.
Although the percentages of visitors indicating cycling and / or mountain biking as an
activity undertaken across Ceredigion are relatively low, this is understood to be a growing
market for Ceredigion. Of those who did indicate cycling or mountain biking as an activity
undertaken in the Cei Dev area, all had brought their own bike with them rather than hire
one once in the area.
Activities Undertaken – repeat visitors
Activities Undertaken – first time
visitors
Cei Dev Visitor Survey 2003
Activity undertaken
Walking
Mountain biking
Cycling
Cei Dev Survey 2003
Activity undertaken
Percentage
Percentage
91.46%
Walking
Mountain biking
5.18%
6.71%
Sea angling
Fresh water angling
16.46%
4.88%
An indoor activity
Golf
17.99%
5.79%
Riding
Other
4.88%
11.89%
91.13%
2.46%
Cycling
Sea angling
3.94%
8.87%
Fresh water angling
2.46%
An indoor activity
Golf
13.79%
4.93%
Riding
Other
6.40%
15.76%
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
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Activities undertaken whilst visiting the Cei Dev area are similar between repeat and first
time visitors. However repeat visitors are more likely to undertake a fishing, cycling or golf
related activity than first time visitors, perhaps relating to a need for more information
provision on these particular activities. The pattern across Ceredigion as a whole is
similar, although visitors to Cei Dev are more likely to undertake a walk as part of their
holiday.
Activities Undertaken – Aberaeron vs. New Quay
Cei Dev Visitor Survey 2003
Aberaeron 2003
Activity undertaken
Walking
Percentage
Activity undertaken
93.62%
Walking
Percentage
88.76%
Mountain biking
3.19%
Mountain biking
5.22%
Cycling
5.32%
Cycling
6.02%
Sea angling
Fresh water angling
An indoor activity
3.
New Quay 2003
Sea angling
11.35%
Fresh water angling
3.55%
An indoor activity
16.67%
16.06%
4.42%
16.06%
Golf
2.84%
Golf
8.43%
Riding
2.13%
Riding
9.24%
Other
9.57%
Other
17.67%
Visitor Influences
3a.
Influences on Decision Making
Across Ceredigion in 2003 as a whole, just over 40% indicated the sea or beaches
influenced their decision, whilst 34% indicated previous experience and just over 16% had
been recommended to visit. However, 10% of visitors to Ceredigion were influenced by a
particular event or festival as compared to 5.4% of those visiting Cei Dev. The natural
environment was particularly important for visitors to Cei Dev, with over 19% indicating the
opportunities for walks, an increase of 9% on 2002, were important and over 21%
indicating woodland and the scenery was an important factor in their destination choice, a
10% increase on 2002. These percentages are slightly lower than across Ceredigion as a
whole, where 24% indicated walks and 27% woods and scenery.

Note that respondents were able to indicate MORE THAN ONE influence on
decision making. Also there are no figures available for 2002 on mountain biking /
cycling or angling.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 18 -
Influences on Decision to Visit Cei Dev – all respondents
Cei Dev Surveys 2002 & 2003
Other
Woodland/Scenery
Walks
Influence on Decision
Visitor Attraction
VFR
Shopping/Bank
Recommended
Previous Experience
Passing Through
Mountain Biking/ Cycling
Local Craft/Produce
Event/Festival
Beach/Sea
Angling
0
5
10
15
20
25
30
35
40
45
Percentage
Cei Dev 2002
Cei Dev 2003
Influence on decision to Visit – repeat
visitors
Influence on decision to Visit – first
time visitors
Cei Dev Visitor Survey 2003
Cei Dev Visitor Survey 2003
influence visit?
Percentage
Angling
5.26%
Beach / sea
44.47%
Event / festival
6.58%
Local craft / produce
12.89%
Mountain biking / cycling
1.84%
Passing through
7.11%
Previous experience
66.32%
recommended
7.37%
Shopping / bank
7.11%
VFR
18.68%
Visitor Attraction
11.32%
Walks
19.74%
Woodland / scenery
23.68%
Other
9.74%
influence visit?
Percentage
Angling
2.04%
Beach / sea
39.59%
Event / festival
3.67%
Local craft / produce
7.35%
Mountain biking / cycling
0.00%
Passing through
12.65%
Previous experience
2.45%
recommended
35.92%
Shopping / bank
2.45%
VFR
8.98%
Visitor Attraction
15.92%
Walks
19.59%
Woodland / scenery
17.96%
Other
17.55%
These figures illustrate that recommendation is an important factor in the decision making
process for first time visitors to the Cei Dev area with over a third being influenced in that
way. That 2% of first time visitors indicated ‘previous experience’ is an anomaly. It is
presumed that the respondents meant that they had visited Ceredigion previously, but that
this was their first visit to Cei Dev.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
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For those on a day trip to the area, 65% were influenced to visit by the beaches and
seaside and 27% came because they were recommended to do so.
3b.
Sources of Information
*Note: respondents were able to indicate one or more sources of information
Sources of Information on Cei Dev area and Ceredigion
Cei Dev Visitor Surveys 2002 & 2003
60
50
Percentage
40
30
20
10
0
TIC
Word of
Mouth
Other
Information
Outlet
Internet
Holiday
Brochure
Saleable
Guide
Other
Information Source
Info on Cei Dev area 2002
Info on Cei Dev area 2003
Info on Ceredigion 2002
Info on Ceredigon 2003
Base: Information on Ceredigion 351; Information on Cei Dev 379
Information on saleable guides for 2002 is unavailable
The most important source of information on Ceredigion is shown to be ‘word of mouth’.
This indicates the importance of visitor satisfaction and subsequent recommendation of a
destination. The internet is also a very important source, particularly for more localised
information, although holiday brochures are still more significant for Ceredigion and the
TIC’s for information on the Cei Dev area. Saleable guides in 2003 used included AA and
RAC guides and a very small percentage of visitors cited the Rough Guide to Wales as a
source of information. In 2003 those citing ‘other’ as a source on information were found
to have utilised specialist publications such as ‘Country Walking’, a ‘best beach’ guide and
the National Trust handbook.
However, despite these relatively high figures of information gathering from different
sources, it should be noted that only approximately 50% of all visitors used an information
source to find out about Cei Dev area prior to arrival and less than 50% used any
information on Ceredigion as a whole prior to arrival.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 20 -
Sources of information on Cei Dev area
Cei Dev Visitor Surveys 2002 & 2003
70
60
Percentage
50
40
30
20
10
0
TIC
Word of
Mouth
Other
Information
Outlet
Internet
Holiday
Brochure
Saleable
Guide
Other
Information Source
Repeat Visitors 2002
Repeat Visitors 2003
First Time Visitors 2002
First Time Visitors 2003
Sources of Information on Ceredigion
Cei Dev Visitor Survey 2003
60
50
Percentage
40
30
20
10
0
TIC
Word of
Mouth
Other
Information
Outlet
Internet
Holiday
Brochure
Saleable
Guide
Other
Information Source
Repeat Visitors 2002
Repeat Visitors 2003
First Time Visitors 2002
First Time Visitors 2003
Note: 2002 figures for ‘saleable guides’ are unavailable.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 21 -
This survey indicates that information provision in general is a more important factor for
first time visitors than for repeat visitors. For repeat visitors to the Cei Dev area the TICs
have recorded the highest increase. For information on the area in general, the internet
has recorded the highest percentage increases alongside TIC’s, however ‘word of mouth’
is again the most important source of information overall. This indicates the importance of
recommendation and visitor satisfaction in encouraging repeat visits.
Source of Information on Accommodation – all respondents
Cei Dev Visitor Surveys 2002 & 2003
Other
Previous Experience
Information Source
Recommendation
Saleable Guide
Newspaper Advert
Other Holiday Brochure
Ceredigion Brochure
Internet
Other Information Outlet
TIC
0
5
10
15
20
25
30
35
Percentage
Cei Dev 2002
Cei Dev 2003
Base: 404 (2003)
Note that all respondents who indicated that they were staying with friends or relatives, or in their own
cottage or caravan have been excluded from this analysis.
Over 32% of respondents utilised the internet as a source of information on
accommodation, an increase of over 10%. Across Ceredigion as a whole, only 16% of
respondents indicated using the internet as a source of information for accommodation
whilst 11% indicated previous experience and 15% indicated holiday brochures (‘other’
and ‘Ceredigion’ brochures). In the Cei Dev area we can see that the importance of
holiday brochures as a source of information on accommodation has increased
considerably, whilst both ‘previous experience’ and ‘word of mouth’ have dropped.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 22 -
Source of Information on
Accommodation – repeat visitors
Source of Information on
Accommodation – first time visitors
Cei Dev Visitor Surveys 2002 & 2003
Cei Dev Visitor Surveys 2002 & 2003
Source of
Information
2002
2003
TIC
14.1
13.5
Other Information
Outlet
Internet
3.3
2.8
13.8
Ceredigion Brochure
Source of
Information
2002
2003
TIC
22.7
16.4
3.9
1.6
29.8
Other Information
Outlet
Internet
29.9
36.0
15.5
20.5
Ceredigion Brochure
14.3
24.3
Other Holiday
Brochure
Newspaper Advert
7.9
19.0
20.1
17.5
3.3
7.9
Other Holiday
Brochure
Newspaper Advert
1.9
6.9
Saleable Guide
2.3
1.4
Saleable Guide
4.5
1.6
Recommendation
15.5
12.6
Recommendation
20.8
18.5
Previous Experience
40.1
37.7
Previous Experience
0.6
4.2
Other
0.7
1.9
Other
0.6
4.8
It should be noted over 50% of repeat visitors did not answer the question on sources of
information for accommodation. Taking this to mean that they do not use any source of
information is problematic however, although it is obviously less likely that repeat visitors
will feel a need to research their accommodation requirements before arriving for their
holiday – indeed, 37% in 2003 relied on previous experience of accommodation when
choosing where to stay. All first time visitors indicated that they had utilised information on
accommodation prior to their holiday in order to choose where to stay, illustrating the
importance of accessible information provision. Over a third of these utilised the internet
to source accommodation information, with holiday brochures and recommendation also
proving important. Indeed, the use of the Ceredigion brochure has risen for both repeat
visitors (5% increase on 2002) and first time visitors (10% increase on 2002).
Information on accommodation is shown to be generally more important for visitors to New
Quay than to Aberaeron. In addition, a higher percentage of visitors to New Quay were
shown to be liable to use holiday brochures, TICs and newspaper adverts in order to gain
information but less likely to use the internet than visitors to Aberaeron.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 23 -
Source of Information on Accommodation – Aberaeron vs. New Quay
Cei Dev Visitor Surveys 2002 & 2003
Aberaeron 2003
New Quay 2003
Info on Accommodation Percentage
Info on Accommodation Percentage
TIC
TIC
10.96%
Other information outlet
Other information outlet
3.20%
1.08%
Internet
34.25%
Internet
30.81%
Ceredigion brochure
20.09%
Ceredigion brochure
24.86%
Other holiday brochure
13.70%
Other holiday brochure
23.78%
10.27%
Newspaper advert
5.02%
Newspaper advert
saleable guide
2.28%
saleable guide
0.54%
Recommendation
14.61%
Recommendation
16.22%
Previous experience
23.74%
Previous experience
20.00%
Other
4.
19.46%
5.02%
Other
1.08%
Visitor Satisfaction
Respondents were asked to score various aspects of facilities, services and tourism
experiences on a scale of 1 to 5, where 1 indicates ‘very poor’ and a score of 5 indicates
‘excellent’.
4a.
Streets, Highways, Parks & Conveniences
Street Repair – all respondents
Cei Dev Visitor Survey 2003
Percentage
50
40
30
20
10
0
1
2
3
Score
4
5
Base: 538
Just over 65% of respondents in Cei Dev gave a ‘very good’ or ‘excellent’ score to the
repair of streets, whilst across Ceredigion this figure was slightly lower at 52%. Only 4%
thought street repair was ‘poor and only just over 1% thought street repair was ‘very poor’.
These respondents were asked to comment further and each cited the presence of
roadworks as an indication of poor street repair (although this could also be taken to imply
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 24 -
an improvement in street repair). Eight percent of respondents in New Quay though street
repair rated ‘poor’ or ‘very poor’ whilst in Aberaeron this fell to 1.8%.
Cleanliness of Streets – all respondents
Cei Dev Visitor Survey 2003
Percentage
50
40
30
20
10
0
1
2
3
Score
4
5
Base: 540
Over 72% of respondents think that the cleanliness of the streets is ‘very good’ or
‘excellent’. Although this is a very high score, there still remain 28% of visitors who do not
rate the cleanliness as such, although again only 1% of respondents rated cleanliness as
‘very poor’.
Pavement Maintenance – all respondents
Cei Dev Visitor Survey 2003
Percentage
50
40
30
20
10
0
1
2
3
Score
4
5
Base: 529
Again, the maintenance of pavements scores highly – approximately 68% of respondents
gave a ‘very good’ or ‘excellent’ score, leaving only 5% scoring the maintenance of
pavements as ‘poor’ or less. These percentages were approximately the same across
Ceredigion as a whole.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 25 -
Highway Signage – all respondents
Cei Dev Visitor Survey 2003
Percentage
40
30
20
10
0
1
2
3
4
5
Base: 538
Approximately 71% of respondents gave a ‘very good’ or ‘excellent’ score to the road
signage. This is higher than across Ceredigion as whole, where 59% gave those ratings.
If respondents indicated a score of 3 or less they were asked to further elaborate on where
they would like more signage. Respondents were able to indicate one or more road type
on which they consider more signage is needed.
Where is more signage required?
Cei Dev Visitor Survey 2003
More signs needed Percentage
A roads
24.00%
B roads
40.00%
Country lanes
80.00%
Of those who had indicated that highway signage rated good or less, 8% consider that
highway signage is not adequate on country, whilst just under a quarter consider that A
roads are not signed adequately.
Street
Facilities
Enough dog
mess Litter
bins
Enough litter bins
Litter Emptied
enough
Cei Dev
Visitor Survey 2003
Percentage
Enough dog mess bins
Litter Emptied enough
80
70
60
50
40
30
20
10
0
Yes
Enough litter bins
No
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 26 -
Twenty percent of respondents think that there are not enough litter bins provided and
11% think that the bins are not emptied frequently enough. Thirty percent think that there
are not enough dog mess bins, compared with 40% across Ceredigion in general.
Maintenance of Public Parks and Gardens
Cei Dev Visitor Survey 2003
Percentage
50
40
30
20
10
0
1
2
3
Score
4
5
Base: 288
Over 72% of those respondents having visited a public park or garden whilst on their visit
thought that they were maintained to a ‘very good’ or ‘excellent’ standard, resulting in just
under 5% of respondents indicating that maintenance rated a ‘poor’ or ‘very poor’ score.
Cleanliness of Public Conveniences
Cei Dev Visitor Survey 2003
Percentage
30
25
20
15
10
5
0
1
2
3
Score
4
5
Base: 468
This survey reveals that 47% of respondents thought that the cleanliness of public toilets
rated a ‘very good’ or ‘excellent’ score, a similar score to across Ceredigion as a whole,
leaving 21% of all respondents rating public toilet cleanliness as ‘poor’ or less. However,
27% of respondents in New Quay thought the cleanliness of public toilets rated ‘poor’ or
‘very poor’, whilst in Aberaeron this was 16%.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 27 -
Cleanliness of Public Conveniences – Aberaeron vs. New Quay
Cei Dev Visitor Survey 2003
Aberaeron 2003
Toilet cleanliness
New Quay 2003
Toilet cleanliness Percentage
Percentage
1
4.41%
1
14.52%
2
12.33%
2
12.86%
3
28.19%
3
30.29%
4
36.56%
4
29.46%
5
18.50%
5
12.86%
4b.
Beaches
Cleanliness of Beaches
Cei Dev Visitor Survey 2003
Percentage
40
30
20
10
0
1
2
3
Score
4
5
Base: 466
Approximately 80% of respondents who had visited a beach gave a score for the
cleanliness as ‘very good’ or ‘excellent’. This compares with the Ceredigion wide survey
where 77% gave the same scoring.
Litter Facilities on Beaches
Cei Dev Visitor Survey 2003
Percentage
Beach bins emptied enough
Enough bins on beaches
80
70
60
50
40
30
20
10
0
Yes
No
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 28 -
5.
5a.
Visitor Perception
Perception of Change
Respondents who had indicated that this was not their first visit were asked to indicate if
they had perceived any changes in the area since their last visit.
Respondents were able to indicate one or more changes from a given list, or comment on
other changes.
Changes Perceived Since Last Visit
Cei Dev Visitor Survey 2003
Other
Less Use of Welsh Language
More Use of Welsh Language
Changes Perceived
Improved quality of tourist product/amenities
Improved Information Provision
Quieter
Friendlier
Improved Facilities/Amenities
Improved Roads
Tidier
More Commercialised
Busier
0
10
20
30
40
50
60
70
Percentage
Cei Dev 2002
Cei Dev 2003
Base: 312 (2003)
Over 59% of respondents who answered this question thought that the area was busier
than on previous visits, a 19% increase on 2002. Although obviously influenced by the
time of year visits took place, when compared with the overall Ceredigion figure of 37% of
respondents citing ‘busier’, it is apparent that the Cei Dev area is perceived as being much
busier than previously. Respondents also perceive an improvement in tourism product
and information provision from 2002.
Interestingly 29% of respondents noted an improvement in the roads, less than in 2002.
Given that over 65% of respondents to the question concerning street repair gave a ‘very
good’ or ‘excellent’ score this is perhaps unsurprising.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 29 -
It should be noted however, that of those repeat visitors to the area, just under 50%
thought there had been no changes at all since their last visit. There was little difference
between changes perceived in Aberaeron and New Quay.
5b.
The Importance of What Wales has to Offer
Respondents were asked to rate, from a given choice, the elements that they perceive
both Wales and Ceredigion offer to visitors on a scale of 1 to 5, where 1 indicates ‘very
poor’ and 5 indicates ‘excellent’. It was made clear by surveyors that leaving these blank
was equivalent to a negative score, that is a rating less than ‘very poor’.
Ratings of the Visitor Experience on Offer in Ceredigion – a comparison with Wales
Cei Dev Visitor Survey 2002 & 2003
Hospitality
100
100
90
90
80
80
70
70
Percentage
Percentage
Natural Beauty
60
50
40
60
50
40
30
30
20
20
10
10
0
0
1
2
3
4
5
blank
1
2
3
Score
Cei Dev 2002
Cei Dev 2003
Wales 2003
Cei Dev 2002
Culture
5
blank
Cei Dev 2003
Wales 2003
Value
100
100
90
90
80
80
70
70
Percentage
Percentage
4
Score
60
50
40
60
50
40
30
30
20
20
10
10
0
0
1
2
3
4
5
blank
1
2
Score
Cei Dev 2002
Cei Dev 2003
3
4
5
blank
Score
Wales 2003
Cei Dev 2002
Cei Dev 2003
Wales 2003
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 30 -
* note: percentages do not total 100 owing to
question structure altering during 2003 surveying
period. Compensation has been made for this in the
analysis process.
Quality
100
90
80
Percentage
70
60
50
40
30
20
10
0
1
2
3
4
5
Score
Cei Dev 2002
Cei Dev 2003
Wales 2003
blank
The natural beauty of both Wales and the
Cei Dev area is rated as highly satisfactory
by respondents in Cei Dev – just over 85%
gave a score of ‘excellent’. This compares
with respondents across the whole of
Ceredigion where just under 80% gave the
same score, and is a slight increase on the
percentage for 2002.
The ratings given to the perception of culture within Wales and Ceredigion shows that 61%
of respondents thought their experience of culture in Ceredigion was ‘very good’ or
‘excellent’, a 21% increase on 2002.
Hospitality scores for the Cei Dev area are again high with approximately 76% of
respondents giving a score of 4 or 5 (‘very good’ or ‘excellent’), a 34% increase on 2002.
There was a lower response across the county (65%), which was a 23% increase on the
same scores for 2002.
The scores for value for money of holidays in Wales and the Cei Dev area show that
approximately 60% of respondents in Cei Dev thought that value rated ‘very good’ or
‘excellent’. In 2002 the figure for a poor to very poor score in Cei Dev was 28% - 12%
higher than in 2003.
Approximately 63% of respondents in Cei Dev gave a score of 4 or 5 (‘very good’ or
‘excellent’) to the overall quality of the visitor experience in Wales and Ceredigion. This is
a dramatic increase on 2002, where only 15% gave these ratings.
It should be noted that Cei Dev has seen a slight increase in the number of repeat visitors
to the area over the last year: repeat visitors obviously have high satisfaction levels.
Despite this factor however, the area has shown increases in visitor satisfaction with the
tourism experience across all levels.
5c.
Things Visitors Like
Respondents were asked to indicate and rank the 3 things they liked most about visiting
Ceredigion. Responses have been categorised in the following table, and the percentage
of respondents who indicated each category as the first, second or third thing they like
most has been included.
Note that not all respondents indicated 3 things, many only indicated one or two. Some
indicated none at all, hence percentages do not total to 100.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 31 -
The Things Visitors Most Like about Ceredigion
Cei Dev Visitor Survey 2003
Things Most Liked
Ranked 1
Ranked 2
Ranked 3
Beaches & Seaside
17.77%
11.95%
5.03%
Countryside & Walks
8.02%
6.76%
3.62%
Culture
0.31%
1.42%
2.36%
Easy to get to
0.79%
0.94%
0.79%
Friendly People
5.35%
6.45%
8.96%
Friends & Relatives here
2.20%
0.63%
0.63%
History
0.16%
0.47%
0.63%
Lots to do
0.31%
0.79%
2.20%
Peace & Quiet
10.69%
10.53%
6.29%
Scenery
28.30%
12.89%
6.45%
2.52%
5.35%
3.30%
Wildlife
Despite approximately 47% of respondents indicated that they liked the scenery of
Ceredigion, only 18% indicated ‘countryside & walks’ as things they enjoyed. This is
despite that fact that over 90% of respondents in Cei Dev indicating that walking would be
part of their visit. This perhaps points to a need for more information provision on how to
access the countryside and interact with the scenery which visitors find so attractive.
The Things Visitors Like Least About Ceredigion
Cei Dev Visitor Survey 2003
Things Liked Least
Ranked 1
Ranked 2
Ranked 3
Beaches & Seaside
0.47%
0.16%
0.16%
Cost
0.63%
0.79%
0.31%
Nothing to do
0.79%
0.00%
0.16%
11.32%
2.67%
0.94%
Unfriendly people
1.10%
0.00%
0.00%
Weather
5.50%
1.73%
0.63%
Hard to get
2.99%
0.63%
0.00%
Roads
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 32 -
Only 110 respondents indicated anything that they disliked about Ceredigion. Again
respondents were asked to rank things between 1 and 3 and these were later categorised.
Despite 65% of respondents having indicated that the repair of streets in Ceredigion was
‘very good’ or ‘excellent’ and over 70% having indicated the cleanliness of streets was
‘very good’ or ‘excellent’, almost 15% of respondents indicated that the roads were one of
things they disliked the most about visiting the area.
Improvements Visitors Would like to see in Ceredigion
Cei Dev Visitor Survey 2003
Tourism Improvements
Ranked 1
Ranked 2
Ranked 3
Accommodation
0.47%
0.00%
0.00%
Attractions
1.10%
0.47%
0.63%
Indoor facilities
2.36%
0.63%
0.16%
Information Provision
1.89%
0.79%
0.16%
Activities for children
1.73%
0.00%
0.00%
Opening hours of
shops/restaurants/pubs
1.57%
0.47%
0.00%
Road signposting
4.87%
0.47%
0.16%
Roads
6.60%
0.47%
0.31%
Signposting on walks
1.42%
0.63%
0.00%
Only 113 respondents indicated that they would make any improvements in tourism
provision in the area. Of those that did indicate improvements needed, information
provision, indoor facilities and roads were felt to be the areas most in need of
improvement.
6.
Visitor Satisfaction
Visitors were asked to rate on a scale of 1 to 5, where 1 is ‘very poor’ and 5 is ‘excellent’,
their satisfaction with various aspects of their visit.
6a.
Quality of Facilities
Satisfaction with Accommodation
Quality – repeat visitors
Satisfaction with Accommodation
Quality – first time visitors
Cei Dev Visitor Surveys 2002 & 2003
Cei Dev Visitor Surveys 2002 & 2003
Accommodation
Quality
1
2002
2003
2002
2003
2.06
Accommodation
Quality
1
3.4
1.2
3.4
2
2.2
2.9
2
8.6
2.9
3
16.7
8.2
3
20.2
13.2
4
28.5
40.7
4
42.3
36.3
5
49.2
46.1
5
27.6
44.1
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
- 33 -
This survey shows that both repeat and first time visitors to the Cei Dev area give high
scores to the quality of accommodation. Indeed, across Ceredigion as a whole the scores
were lower for first time visitors giving a rating of very good or excellent to their
accommodation (75%).
Ratings given to quality of accommodation were slightly higher in Aberaeron than in New
Quay. Eighty eight percent of respondents in Aberaeron gave a rating of ‘very good’ or
‘excellent’ whilst 78% gave the same ratings in New Quay.
The average (mean) rating for quality of accommodation in the Cei Dev survey for 2003 is
4.2, whilst across Ceredigion it is 4.1. This compares with an average (mean) score for
quality of accommodation across Wales in 2001 of 4.3 (Eccleston & Thomson, 2002).
Satisfaction with the Quality of
Attractions – repeat visitors
Satisfaction with the Quality of
Attractions – first time visitors
Cei Dev Visitor Surveys 2002 & 2003
Cei Dev Visitor Surveys 2002 & 2003
Attraction
Quality
1
2002
2003
2002
2003
1.5
Attraction
Quality
1
2.5
4.7
1.43
2
6.7
4.0
2
8.2
2.4
3
22.3
13.5
3
15.3
14.8
4
38.9
50.1
4
45.3
50.0
5
29.7
30.4
5
26.5
31.4
This survey reveals that overall visitors have a high satisfaction level with the quality of
attractions they have visited, although repeat visitors are slightly less satisfied than first
time visitors. The 2003 visitor survey revealed little difference between the satisfaction
levels with the quality of attractions visited of visitors to Aberaeron or to New Quay. The
mean average level of satisfaction received at attractions from respondents to the Cei Dev
survey is 4, slightly higher than across Ceredigion as a whole and as across Wales as a
whole in 2001 (3.9).
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
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6b.
Quality of Service
Respondents were asked to indicate their satisfaction levels with the quality of service they
has received in general. Again, a score of 1 equates with ‘very poor’ and a score of 5 with
‘excellent’.
Satisfaction with the Quality of Service
Received – repeat visitors
Satisfaction with the Quality of Service
Received – first time visitors
Cei Dev Visitor Survey 2003
Cei Dev Visitor Survey 2003
Quality of
Service
1
2002
2003
2.7
2
2002
2003
2.5
Quality of
Service
1
3.8
1.3
5.7
2.2
2
3.8
1.7
3
28.5
9.8
3
30.3
11.5
4
38.7
41.5
4
41.1
37.6
5
24.3
44.0
5
21.1
47.9
There is a very similar level of satisfaction with the service received by visitors across all
respondents, although first time visitors are slightly more satisfied than others. There is
also a marked increase in satisfaction with the quality of service received from 2002 levels.
Respondents in the Aberaeron area gave slightly higher satisfaction ratings with the quality
of service received than those in the New Quay area: over 87% gave a ‘very good’ or
‘excellent’ rating in Aberaeron compared with 81% in New Quay.
6c.
Satisfaction with Information Provision
Respondents were asked to score their level of satisfaction with the quality and level of
information provision available to them. Again a score of 1 equates with ‘very poor’ whilst
a score of 5 equates with ‘excellent’. From a previous question we are aware that one of
the elements of tourism provision that visitors would like to see improved is information
provision.
Satisfaction with the Quality & Level of
Information on Cei Dev– repeat
visitors
Satisfaction with the Quality & Level of
Information on Cei Dev– first time
visitors
Cei Dev Visitor Survey 2003
Cei Dev Visitor Survey 2003
Quality of info on Cei
Dev area
Percentage
Quality of info on Cei
Dev area
Percentage
1
3.06%
1
3.06%
2
3.33%
2
2.18%
3
19.17%
3
17.90%
4
38.61%
4
38.43%
5
35.83%
5
38.43%
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
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Note: figures not available for 2002
This survey reveals that repeat visitors are slightly more satisfied with the availability of
information on Cei Dev than first time visitors, with only 5% rating it from poor to very poor.
Almost 8% of respondents in New Quay gave a rating of ‘poor’ or ‘very poor’ for
information provision on the local area, double the percentage than gave the same scores
n Aberaeron This situation is similar when visitors were asked to indicate their satisfaction
with information available about the area in general, although they were more satisfied
with this than with information about Cei Dev.
Satisfaction with the Quality & Level of
Information on Ceredigion– repeat
visitors
Satisfaction with the Quality & Level of
Information on Ceredigion– first time
visitors
Cei Dev Visitor Surveys 2002 & 2003
Cei Dev Visitor Surveys 2002 & 2003
Quality of Info
on Ceredigion
1
2002
2003
2.0
2
7.
2002
2003
2.5
Quality of info
on Ceredigion
1
3.8
2.2
5.4
2.5
2
3.8
3.0
3
20.9
15.5
3
26.4
15.9
4
40.9
40.0
4
36.8
42.1
5
30.9
39.5
5
29.1
36.9
Social Profile of Visitors
7a.
Socio-Economic Categories
Income brackets of Visitors
Ceredigion & Cei Dev Visitor Surveys 2002 & 2003
45
40
35
Percentage
30
25
20
15
10
5
0
10 to 15
16 to 20
21 to 25
25+
Income Bracket (£0,000's)
Cei Dev 2002
Cei Dev 2003
Ceredigion 2002
Ceredigion 2003
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
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Over 38% of all respondents to the 2003 Cei Dev survey earned £25,000 or over, a
percentage 2% higher than that of visitors across Ceredigion. The 2003 survey reveals
that visitors to Aberaeron are more likely to be in the higher income brackets than visitors
to New Quay – over 62% were in the top two income brackets in Aberaeron compared with
51% in New Quay. The percentage of respondents from the Cei Dev survey who indicated
an employment position of ‘higher managerial, administrative or professional post’ or
‘intermediate managerial, administrative or professional post’ (48.8%) compared to the
47% across Ceredigion in the same categories also shows that the Cei Dev area is
attracting slightly more visitors from higher socio-economic classes than Ceredigion as a
whole.
Employment Descriptor of Visitors
Ceredigion & Cei Dev Visitor Survey 2003
State pensioner, casual
earner or other employed
post
Employment
Skilled Manual
Supervisory or clerical,
junior management, admin
or professional
Intermediate managerial,
administrative or
professional
Higher Managerial,
administrative or
professional
0
5
10
15
20
25
30
Percentage
Cei Dev 2002
Cei Dev 2003
Ceredigion 2002
Ceredigion 2003
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
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7b.
Visitor Spend
Average Visitor Spend
Cei Dev Visitor Survey 2003
Expenditure
base total Spend £ Average
Number
Spend £
331.00
89,480.00
270.33
Accommodation
Attractions
251.00
27,095.00
107.95
Food & drink
384.00
57,897.00
150.77
37.00
1,063.20
28.74
16.00
3,101.70
193.86
Petrol & Garage Services
315.00
19,027.00
60.40
Retail (shopping, gifts
etc)
Total Costs
309.00
23,738.00
76.82
221,401.90
348.12
Local transport (taxi,
bus, cycle hire etc)
Other
Over £221,000 was spent by the 636 respondents to this survey, on average spending
over £348 per visitor or group of visitors. Across Ceredigion this average fell to £304 per
visitor or group of visitors. The Cei Dev survey reveals that the largest expenditure is on
accommodation, followed by food and drink: this is also the same as across Ceredigion as
a whole. The high average spend in the ‘other’ category is owing to several of the
respondents who indicated spend on items in this category inserting their total spend in
here rather than separating out the elements. The average spend per visitor or group of
visitor sin New Quay was shown to be £422, whilst in Aberaeron this fell to £286.
IQM In Rural Tourism Destinations: Cei Dev Visitor Attitude Survey 2003
© University of Wales Aberystwyth 2004
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