Integrated Quality Management
(IQM) in rural tourism
destinations
CEREDIGION
Visitor Satisfaction Survey
2002
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
1
INTRODUCTION
4
1.
5
VISITOR PROFILE
1a.
Gender
Gender of Respondents
5
5
1b.
Age Profile
Age Groups – all respondents
Age profile of visitors
5
5
6
1c.
Parties with and without children
Visitors travelling with or without children – all respondents
Visitors Travelling with or without Children – a comparison
Areas of origin of Visitors – all respondents
Comparison of Origins of Visitors
Origins of visitors travelling with children
6
6
7
7
8
9
1e.
Main Mode of Transport
Main Method of Transport Used
9
10
1f.
Purpose of Visit
Tourism Trips - staying visitors
Comparison of Purpose of Visit – all respondents
10
10
11
2.
TYPE OF HOLIDAY
11
2a.
Holiday Accommodation Used
Type of Accommodation Used -Repeat Visitors
Type of Accommodation Used – First Time Visitors
Type of Accommodation Used – All Respondents
11
12
12
12
2b.
Length of Stay
Total Length of Stay – all respondents
Total Length of Stay – Repeat Visitors
Total Length of Stay – First Time Visitors
Age Group vs. Length of Stay
13
13
13
13
14
2c.
Frequency of Visits
Frequency of Visits to the Area – repeat visitors
Accommodation Used By Respondents Visiting More Than 4 Times Per Year
Accommodation Used by Respondents Visiting Once a Year, Or Less
14
14
15
15
2d.
Type of Attraction Visited
Attractions Visited – All Respondents
Attractions Visited – repeat visitors
Attractions Visited – first time visitors
16
16
16
16
3.
VISITOR INFLUENCES
17
3a.
Influences on Decision Making
Influences on Decision to Holiday in Area – all respondents
Comparisons of Influences on Decision to Holiday in Ceredigion
Comparison of Influences on Decision to take a Day Trip to the Area
17
17
18
18
3b.
Sources of information
Sources of information on town / area – all respondents
Sources of Information on town / area – first time visitors
Sources of information on accommodation – all respondents
Source of information on accommodation – repeat visitors
Source of information on accommodation – first time visitors
19
19
20
20
21
21
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
2
4.
VISITOR SATISFACTION
21
4a.
Quality of Facilities
Satisfaction with Accommodation Quality – repeat visitors
Satisfaction with Accommodation Quality – first time visitors
Satisfaction with the Quality of Attractions – repeat visitors
Satisfaction with the Quality of Attractions – first time visitors
22
22
22
23
23
4b.
Quality of Service
Satisfaction with the Quality of Service Received – repeat visitors
Satisfaction with the Quality of Service Received – first time visitors
24
24
24
4c.
Satisfaction with Information Provision
Satisfaction with the quality and level of information available on the area
24
25
4d.
Perceptions of Change in the Area
Changes perceived since last visit to the area
25
26
4e.
The Importance of What Wales has to Offer
Ratings of the Visitor Experience on Offer in the Area: a comparison with Wales
26
26
5.
5a.
SOCIAL PROFILE OF VISITORS
28
Socio-economic Groupings of Visitors
Income Brackets of Visitors – a comparison
Employment Categories of Visitors
28
28
29
REFERENCES:
30
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
3
Introduction
This survey of holiday visitors to Ceredigion was undertaken as part of the Integrated
Quality Management research project, run 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 both face-to-face and selfcompletion questionnaires, the majority of which were completed in August 2002.
The analysed sample size is 1760.
This report undertakes to describe the characteristics of holiday visitors to the area,
the factors that influenced the holiday decision making process, the type and length
of visit together with accommodation type used and visitor satisfaction levels with the
quality of service and facilities in the area.
Note that any statistics quoted for 2001 are influenced by the effect of the Foot and Mouth outbreak
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
4
1.
Visitor Profile
1a.
Gender
The sample consisted of 962 female and 736 male respondents
Gender of Respondents
Ceredigion Survey 2002
Male (43.3%)
Female (56.7%)
Gender of Respondents
1b.
Age Profile
Age Groups – all respondents
Ceredigion Survey 2002
65+ (12.6%)
15 - 24 (4.8%)
25 - 34 (15.6%)
55 - 64 (18.8%)
35 - 44 (24.8%)
45 - 54 (23.4%)
Age Group of Respondents
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
5
The sample shows a slightly higher proportion of visitors falling into the 35 –
44 age group (24.8%). This compares with an all Wales figure in 2000 of 23%
in the same category (WTB 2000). Approximately half of first time visitors to
Ceredigion are aged under 45, whilst approximately 60% of repeat visitors are
aged over 45.
Age profile of visitors
Ceredigion Survey 2002
30
25
20
%
15
10
Repeat Visitors
5
First Time Visitors
0
15 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
Age Groups of Respondents
1c.
Parties with and without children
Visitors travelling with or without children – all respondents
Ceredigion Survey 2002
Yes (33.8%)
No (66.2%)
Travelling with children
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
6
Over 66% of the sample surveyed were travelling without children, amongst
first time visitors to the area 28% were in parties containing children. By far
the majority of visitors travelling with children indicated that their place of
residence is the Midlands (32%) and South East England (18%).
Visitors Travelling with or without Children – a comparison
Ceredigion Survey 2002
80
Repeat Visitors
First time visitors
60
% 40
20
0
Yes
No
Travelling with children
1d.
Areas of Origin of Visitors
Areas of origin of Visitors – all respondents
Ceredigion Survey 2002
Other
Europe
Republic of Ireland
N. Ireland
Origin
Scotland
West Wales
Mid Wales
South Wales
North Wales
Midlands
South West England
South East England
North East England
North West England
0
2
4
6
8
10
12
14
16
18
20
22
24
26
Percentage
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
7
This survey reveals that the overall majority of UK visitors (approximately
25%) come from the Midlands, with South East England being the second
largest originator of visitors to Ceredigion (16%). The majority of overseas
visitors originated from the USA, Canada, Australia, the Netherlands, Spain,
France and Germany.
Of first time visitors to the area, the greatest proportion is shown to come from
long haul destinations (19%), in particular the USA, Canada and Australia.
However the Midlands shows the largest percentage difference between
repeat and first time visitors (30% repeat visitors vs 16% first time).
Comparison of Origins of Visitors
Ceredigion Survey 2002
Other
Europe
Republic of Ireland
N. Ireland
Repeat visitors
Scotland
First time visitors
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
Percentage
20
25
30
.
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
8
Origins of visitors travelling with children
Ceredigion Survey 2002
Other
Europe
Republic of Ireland
N. Ireland
Origin
Scotland
West Wales
Mid Wales
South Wales
North Wales
Midlands
South West England
South East England
North East England
North West England
0
2
4
6
8
10
12
14
16
18
20
22
24
26
Percentage
1e.
Main Mode of Transport
By far the majority of respondents (86%) had travelled to the area by car, with
6.9% travelling by train, 5.3% travelling by bus or coach and 1.8% using other
forms of transport (e.g. bicycle, walking). In comparison with Wales as a
whole in 2000 (81%), this reveals a notably greater dependence on the car
(WTB 2000). Taking the UK as a whole, the car remains the means of
transport for 80% of visitors – a percentage 6% lower than that of Ceredigion
as a whole (Insights, ETB 2002).
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
9
Main Method of Transport Used
Ceredigion Survey 2002
100
90
80
70
60
% 50
Ceredigion
All Wales (2000)
40
30
20
10
0
1f.
Other
Bus / Coach
Train
Car
mode of transport
Purpose of Visit
Tourism Trips - staying visitors
Ceredigion Survey 2002
100
90
80
70
Percentage
60
Ceredigion
50
All Wales (2000)
40
30
20
10
0
Business &
Other
VFR
Holiday
Purpose of Visit
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
10
For 89% of respondents, their visit to the area was holiday orientated, with
those visiting friends and relatives 6.1% of these. The remaining 5% of
respondents detailed their reasons for visiting as business / other trips. In
comparison with Wales as a whole (WTB 2000), this survey reveals that 18%
more visitors questioned in Ceredigion indicated a holiday as their purpose of
visit.
The survey reveals that first time visitors, in comparison to repeat visitors,
show little variation in their reasons for visiting the area. A correlation is
revealed in the rise in those first time visitors indicating a holiday as their
reason for visiting and the drop in those indicating that a day trip is the reason
for their visit.
Comparison of Purpose of Visit – all respondents
Ceredigion Survey 2002
90
80
70
60
% 50
Repeat Visitors
40
First Time Visitors
30
20
10
0
Holiday
Visiting friends
& relatives
Business /
other
Day trip
Purpose of Visit
2.
Type of Holiday
2a.
Holiday Accommodation Used
Serviced accommodation was being used by 39% of all respondents as
compared to 24% across Wales as a whole (WTB 2000). 17% of all
respondents indicating staying in a static caravan, whether owned or hired, a
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
11
figure the same as the 17% across Wales as a whole (WTB 2000), and 21%
were staying in other self-catering accommodation.
Type of Accommodation Used Repeat Visitors
Type of Accommodation Used –
First Time Visitors
Ceredigion Survey 2002
Ceredigion Survey 2002
Accommodation
used
Percentage
Hotel / G.house
Accommodation
used
19.3%
other B&B
7.4%
Percentage
Hotel / G.house
31.6%
other B&B
21.7%
Hired Static van
10.4%
Hired Static van
8.0%
Own Static Van
14.2%
Own Static Van
2.0%
Camping
7.5%
Camping
8.0%
Touring / motor van
7.3%
Touring / motor van
5.1%
S/C
20.5%
S/C
Visiting friends &
relatives
12.7%
Visiting friends &
relatives
3.3%
Other
0.7%
Other
0.7%
19.8%
First time staying visitors show a greater tendency towards using serviced
accommodation than was the case with all repeat visitors (53.3% vs. 26.7%).
Respondents staying in static caravan accommodation (whether owned or
hired) revealed the greatest differential between repeat and first time visitors
with 24.6% vs. 10% respectively.
Type of Accommodation Used – All Respondents
Ceredigion Survey 2002
Other
Accommodation used
Visiting friends
& relatives
S/C
Touring / motor
van
Camping
Own Static Van
Hired Static van
other
B&B
Hotel / G.house
0
2
4
6
8
10
12
14
16
18
20
22
24
26
Percentage
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
12
2b.
Length of Stay
Total Length of Stay – all respondents
Ceredigion Survey 2002
30
25
Percentage
20
15
10
5
0
less than
2 nights
2-4
nights
5-7
nights
7 - 10
nights
10 - 14
nights
more than
14
Length of stay
Total Length of Stay – Repeat
Visitors
Total Length of Stay – First Time
Visitors
Ceredigion Survey 2002
Ceredigion Survey 2002
Total Length of Stay
less than 2 nights
Percentage
5.8%
Total Length of Stay
less than 2 nights
Percentage
3.3%
2 - 4 nights
29.3%
2 - 4 nights
19.0%
5 - 7 nights
26.0%
5 - 7 nights
27.5%
7 - 10 nights
13.8%
7 - 10 nights
15.7%
10 - 14 nights
15.9%
10 - 14 nights
15.3%
more than 14
9.2%
more than 14
19.1%
The 2001 average length of stay for visitors to, and within, the UK is 3 nights,
whilst the Wales average is 4 nights (Insights, ETB 2002). However, the
majority of respondents to this survey were found to be spending more than 5
nights away from home in total (70%). These relatively long stays were found
to take place mainly in self-catering accommodation (including both hired and
owned static caravans) where 61% of those in all self-catering accommodation
stayed more than 7 nights, and 15% of those in static caravans stayed 7 or
more nights in total.
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
13
When all respondents were asked to indicate the number of nights spent in
their current accommodation in Ceredigion (as opposed to total nights away
from home), it is shown that just under half of the respondents were actually
staying for 4 nights or less (42%). For first time visitors to the area, over half
(58%) spend 4 nights or less in their current accommodation.
Age Group vs. Length of Stay
Ceredigion Survey 2002
Length of Stay Percentage Age Group
4 nights or less
34%
15 – 24
4 nights or less
31%
65+
2 – 7 nights
41%
25 – 34
2 – 7 nights
53%
35 - 44
Of respondents aged between 15 and 24, 34% were revealed to be staying for
4 nights or less. At the opposite end of the age ranking, of those aged 65+,
31% were found to be staying 4 nights or less. Of those aged between 25 and
34, 41% were stating for a week or less and of those aged between 35 and
44, over half (53%) were staying for a week or less.
2c.
Frequency of Visits
Frequency of Visits to the Area – repeat visitors
Ceredigion Survey 2002
50
40
P
e
r
c
e
n
t
a
g
e
30
20
10
0
once a year or less
2 - 4 times a year
more than 4
times
Frequency of visits
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
14
Of repeat visitors to the area, 48% were found to visit infrequently – once a
year or less, whilst 33% visited between twice and four times a year and under
19% of visitors returned more than 4 times a year.
Of those respondents visiting more than 4 times a year, 40% were the owners
of static caravans in the area, whilst 15% were frequent visitors to self catering
accommodation and 15% visited friends and relatives.
Accommodation Used By Respondents Visiting More Than 4 Times Per Year
Ceredigion Survey 2002
Other(1.3%)
Hotel / G.house (8.2%)
Visiting friends & relatives
(15.1%)
other B&B (2.5%)
Hired Static van (1.9%)
S/C (15.7%)
Own Static Van (40.9%)
Touring / motor van (10.1%)
Camping (4.4%)
Accommodation Used by Respondents Visiting Once a Year, Or Less
Ceredigion Survey 2002
Visiting friends & relatives
(7.2%)
Other(0.2%)
Hotel / G.house (24.3%)
S/C (24.1%)
other B&B (13.3%)
Touring / motor van (5.9%)
Camping (9.6%)
Hired Static van (10.7%)
Own Static Van (4.6%)
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
15
2d.
Type of Attraction Visited
All respondents were asked to indicate one or more attractions visited or
activities undertaken whilst on holiday in the area. During 2000, UK visitors to
Wales as a whole cited ‘walking’ as the main activity undertaken (43%), and
‘castles’ as the main attraction visited (35%). Taking the UK as a whole in
2001, 45% of domestic tourism trips took place to the countryside and /or
seaside. In Ceredigion as a whole, over 80% of respondents indicated they
had, or would, be visiting the seaside, whilst over 60% cited walks / woodland
as an activity / attraction they would be utilising – over 15% higher than in
Wales as a whole.
Attractions Visited – All Respondents
Ceredigion Survey 2002
Attraction type
Other
Castles
/ Trains
Cinema /
Theatre
Local craft /
produce
Festivals /
events
Outdoor activity
(golf, riding etc)
Indoor
activity
Seaside
Woodland/walks/lakes
0
10
20
30
40
50
60
70
80
90
Percentage
Attractions Visited – repeat visitors
Attractions Visited – first time visitors
Ceredigion Survey 2002
Attraction type
Ceredigion Survey 2002
Percentage
Attraction type
Percentage
Woodland/walks/lakes
60.3%
Woodland/walks/lakes
61.5%
Seaside
81.9%
Seaside
81.2%
Indoor activity
13.2%
Indoor activity
Outdoor activity (golf,
riding etc)
17.1%
Outdoor activity (golf,
riding etc)
12.0%
Festivals / events
21.0%
Festivals / events
13.0%
Local craft / produce
36.6%
Local craft / produce
27.4%
Cinema / Theatre
11.7%
Cinema / Theatre
Castles / Trains
28.9%
Castles / Trains
46.6%
Other (specify)
1.9%
Other (specify)
4.2%
9.7%
6.7%
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
16
3.
3a.
Visitor Influences
Influences on Decision Making
* note that respondents were able to indicate one or more influence on decision making.
The role of personal recommendation in influencing the choice of holiday
destination was shown to be significant overall, but particularly for the first time
visitor (38%). Previous experience of a destination for repeat visitors was
shown to be the most important influence in the decision-making process –
58% returning to the area. Interestingly, 19% of first time visitors claimed that
they were ‘passing through’ and based their decision to visit on initial
impressions.
Of day-trippers to the area, 59% of repeat visitors were influenced to return by
previous experience and 38% by walks, woodland and scenery. For first time
day-trippers to the area, 46% were influenced by the presence of a visitor
attraction, 20% were recommended to visit and 30% were ‘passing through’.
Influences on Decision to Holiday in Area – all respondents
Ceredigion Survey 2002
Other
Influence on decision to visit
Passing through
Visiting friends & relatives
Walks
Woodland / scenery
Local crafts / produce
Visitor attraction
Beach / sea
Event / festival
Recommended
Previous experience
Shopping / bank
0
5
10
15
20
25
30
35
Percentage
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
17
Comparisons of Influences on Decision to Holiday in Ceredigion
Ceredigion Survey 2002
Other
Influence on decision to visit
Passing through
Visiting friends & relatives
Walks
Repeat Visitors
Woodland / scenery
First Time Visitors
Local crafts / produce
Visitor attraction
Beach / sea
Event / festival
Recommended
Previous experience
Shopping / bank
0
5
10
15
20
25
30
35
40
45
50
55
60
Comparison of Influences on Decision to take a Day Trip to the Area
Ceredigion Survey 2002
Other
Repeat Visitors
Passing through
First Time Visitors
Influence on decision to visit
Visiting friends & relatives
Walks
Woodland / scenery
Local crafts / produce
Visitor attraction
Beach / sea
Event / festival
Recommended
Previous experience
Shopping / bank
0
10
20
30
Percentage
40
50
60
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
18
3b.
Sources of information

note respondents were able to indicate one or more sources of information
Sources of information on town / area – all respondents
Ceredigion Survey 2002
Sources of Information
Other
Holiday
brochure
Internet
Information on town
Information on area
Other
information
outlet
Word
of
mouth
TIC
0
5
10
15
20
Percentage
25
30
35
40
45
The role of personal recommendation is revealed to be over-ridingly important
in the form of ‘word of mouth’ for visitors gaining knowledge and information
on both specific towns and the area in general. Both holiday brochures and
Tourist Information Centres (TICs) also remain an important way of gathering
information. The internet is also shown to be of growing importance, with over
20% of all respondents having used new media as an information source.
Taking the UK as a whole, 51% of potential visitors in 2001 used the internet
for information gathering on their holiday destination (Insights, ETB 2002).
Sources of information for first time visitors again reveals the importance of
personal recommendation, with the majority citing ‘word of mouth’ as an
information source. However, both the internet and holiday brochures are
shown to be more influential for first time visitors to both specific towns and to
Ceredigion in general.
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
19
Sources of Information on town / area – first time visitors
Ceredigion Survey 2002
Holiday
brochure
Internet
Information on town
Other
information
outlet
Word
of
mouth
Information on area
TIC
0
5
10
15
20
Percentage
25
30
35
40
Sources of information on accommodation – all respondents
Ceredigion Survey 2002
The internet proved to be a valuable source of information for all respondents
for their accommodation choice, whilst holiday brochures and previous
experience and recommendation also proving important.
Other
Previous experience
Sources of influence
Sources of information
Other
Recommendation
Saleable guide
Newspaper advert
Other holiday brochure
Ceredigion brochure
Internet
Other information outlet
TIC
0
2
4
6
8
10
12
14
16
18
20
22
Percentage
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
20
24
Source of information on
accommodation – repeat visitors
Source of information on
accommodation – first time visitors
Ceredigion Survey 2002
Ceredigion Survey 2002
Influence on
accommodation
TIC
Percentage
16.8%
Other information
outlet
5.5%
Influence on
accommodation
TIC
Other information
outlet
Percentage
23.4%
6.1%
Internet
19.0%
Internet
28.8%
Ceredigion brochure
15.1%
Ceredigion brochure
13.7%
16.0%
Other holiday
brochure
8.0%
Other holiday
brochure
Newspaper advert
4.1%
Newspaper advert
2.0%
Saleable guide
2.5%
Saleable guide
8.1%
Recommendation
14.4%
Recommendation
Previous experience
35.5%
Previous experience
2.5%
Other
1.3%
Other
0.8%
16.6%
The role of the internet as an information source on accommodation for first
time visitors is significant (29%). Both TICs and holiday brochures also prove
to be an important source of information in the decision making process, with
23% and 29 % of first time visitors respectively having used either one or both
source. For repeat visitors, previous experience of the chosen
accommodation proves to be the biggest influencing factor (35%), with both
the internet and recommendation also being important sources of information
for this category of visitor (19% and 14 % respectively).
4.
Visitor Satisfaction
Visitors were asked to indicate on a scale of 1 to 5 (with 5 being a high
satisfaction score and 1 a low satisfaction score) how satisfied they are with
aspects of quality of service and facility available to visitors.
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
21
4a.
Quality of Facilities
Satisfaction with Accommodation
Quality – repeat visitors
Satisfaction with Accommodation
Quality – first time visitors
Ceredigion Survey 2002
Ceredigion Survey 2002
Visitor satisfaction
Percentage
Visitor satisfaction
Percentage
1
4.4%
1
2.1%
2
3.3%
2
9.0%
3
15.7%
3
24.4%
4
29.0%
4
35.6%
5
47.6%
5
28.9%
* NOTE: a score of 1 signifies a low satisfaction rating with quality provided at
accommodation and a score of 5 signifies a high satisfaction rating with quality
provided for the visitor at accommodation
Respondents staying in accommodation owned by themselves, or in the
houses of friends or relatives, who answered this question were disregarded.
Although all respondents gave a high level of quality to accommodation, 23%
of repeat visitors and 35.5% of first time visitors gave a mid-to-low satisfaction
level to the quality of their accommodation. Remembering that 36% of first
time visitors decide to holiday in the area through ‘word of mouth’
recommendation, and that 16% choose their accommodation through this
method, the knock on effect of a low satisfaction level with the quality of
accommodation on offer could be very detrimental to overall visitor numbers to
both specific towns and to the area in general.
However, the average (mean) satisfaction rating across accommodation types
for the quality and service received by visitors in Ceredigion is 3.9. This
compares with the overall average satisfaction rating given to the same
aspects of accommodation across Wales by domestic visitors in 2001 of 4.3
(Eccleston and Thomson, 2002).
Visitor Satisfaction Survey: Ceredigion 2002
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Satisfaction with the Quality of
Attractions – repeat visitors
Satisfaction with the Quality of
Attractions – first time visitors
Ceredigion Survey 2002
Ceredigion Survey 2002
Visitor satisfaction
level
Percentage
Visitor satisfaction
level
Percentage
1
3.4%
1
4.7%
2
7.8%
2
7.7%
3
22.0%
3
17.7%
4
35.8%
4
41.2%
5
30.9%
5
28.7%
*NOTE: a score of 1 signifies a low satisfaction rating with quality
provided at attractions, and a score of 5 signifies a high satisfaction
rating with quality provided for the visitor at attractions
The survey revealed that overall all respondents have a high satisfaction level
with the quality of attractions on offer, although repeat visitors do have a larger
dissatisfaction level (33%) than first time visitors (30%) with attractions. Again,
bearing in mind the significance of recommendation and previous experience
in the decision making process for visitors, it is important not to underestimate
the impact a mid-to-low satisfaction level could have.
Again, a comparison of the average (mean) level of satisfaction received at
attractions by visitors reveals that within Ceredigion visitors rated the quality of
service and information provision at attractions visited as 3.8, whilst across
Wales in 2001 domestic visitors gave an average satisfaction rating of 3.9
(Eccleston & Thomson, 2002).
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
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4b.
Quality of Service
Respondents were asked to indicate their satisfaction levels with the quality of
service they had received in general.
Satisfaction with the Quality of
Service Received – repeat visitors
Satisfaction with the Quality of
Service Received – first time visitors
Ceredigion Survey 2002
Ceredigion Survey 2002
Visitor satisfaction
level
Percentage
Visitor satisfaction
level
Percentage
1
3.7%
1
4.8%
2
6.7%
2
4.6%
3
24.6%
3
27.4%
4
36.7%
4
35.6%
5
28.2%
5
27.5%
* NOTE: a score of 1 signifies a low satisfaction rating with the quality of
service provided, and a score of 5 signifies a high satisfaction rating
with the quality of service provided for the visitor.
The similarity between the level of satisfaction with service across all
respondents is significant. Levels of satisfaction are generally high, although
35% of repeat visitors and 36.6% of first time visitors gave a mid-to-low
satisfaction rating to the quality of service received in the area. However, over
60% of all visitors indicated that they are satisfied with the quality of service
they receive in the area.
4c.
Satisfaction with Information Provision
The survey revealed that all respondents gave a similar mid range rating to
the level and quality of information available on the area, first time visitors
were less satisfied overall than repeat visitors. It is relevant to point out that
repeat visitors, by default, already have knowledge of the area to varying
degrees, and may not be actively seeking out the same amount of information
that first time visitors need.
Earlier it was illustrated that approximately 60% of first time visitors use the
internet and holiday brochures as their prime source of information on the
area. Therefore, a lower satisfaction level for first time visitors with the level
and quality of information received is significant for these means of
communication with visitors and potential visitors to the area.
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
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Respondents were again asked to rate their levels of satisfaction with the
quality and level of information available on the area.
Satisfaction with the quality and level of information available on the area
Ceredigion Survey 2002
40
35
30
25
%
20
Repeat Visitors
15
First time visitors
10
5
0
1
2
3
4
5
Visitor Satisfaction Level
* NOTE: a score of 1 signifies a low satisfaction rating with the quality and
level of information provided, and a score of 5 signifies a high satisfaction
rating with the quality and level of information provided for the visitor.
4d.
Perceptions of Change in the Area
Respondents who had indicated that this was not their first visit to the area
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.
Forty percent of respondents indicated that they perceived the area to be
busier than on previous visits, whilst approximately 25% perceived an
improvement in the road network and in the overall tidiness of Ceredigion and
just under 20% noticed an improvement in facilities and amenities on offer in
the county.
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
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Changes perceived since last visit to the area
Ceredigion Survey 2002
Other
Less use of Welsh language
More use of Welsh language
Improved quality of tourist product / amenities
Perceived Changes
Improved information provision
Quieter
Friendlier
Improved facilities / amenities
Improved roads
Tidier
More commercialised
Busier
0
5
10
15
20
25
30
35
40
Percentage
4e.
The Importance of What Wales has to Offer
Respondents were asked to rate, from a given choice, the elements that they
perceived both Wales and Ceredigion offer to visitors. A rating of 5 indicates a
high level of offering and a rating of 1 indicates a low level of offering.
For example, approximately 36% of respondents ranked ‘quality’ offered to
visitors within Ceredgion as between 1 and 3. Therefore 36% of respondents
thought that the area offers mid to low quality for visitors.
Ratings of the Visitor Experience on Offer in the Area: a comparison with
Wales
Ceredigion Survey 2002
35
90
Ceredigion
Ceredigion
80
30
Wales
Wales
70
25
60
%
50
% 20
40
15
30
10
20
5
10
0
0
1
2
3
4
Visitor Rating for Natural Beauty
5
1
2
3
4
5
Visitor Rating for Culture
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
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16
30
Ceredigion
Ceredigion
25
Wales
14
Wales
12
20
10
%
%
15
8
6
10
4
5
0
2
1
2
3
4
5
Ceredigion
Wales
15
%
10
5
0
1
2
3
4
1
2
3
4
5
Visitor Rating with Value
Visitor Rating with Hospitality
20
0
5
Levels of satisfaction for respondents
of different aspects of Wales,
compared against the same attributes
within Ceredigion reveal some
interesting results.
The natural beauty of both Wales and
this area was rated as highly
satisfactory, whilst 13% of respondents
thought culture Ceredigion was not
particularly prevalent, or important and
12% thought culture throughout Wales
not particularly prevalent or important
Visitor Rating with Quality
Significantly only 15% of respondents thought that quality deserved a high
rating within Ceredigion, whilst across Wales in general 18% of respondents
thought that the quality offered to visitors rated highly.
Importantly, only 20% of visitors to the Ceredigion gave a high rating to ‘value’
received in the area. When considering the importance of repeat visitors and
the role of personal recommendation to the county, it can be seen that a
destination perceived to give low value for money may well see a drop in
repeat visits and those visiting through recommendations of others.
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
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5.
5a.
Social Profile of Visitors
Socio-economic Groupings of Visitors
Income Brackets of Visitors – a comparison
Ceredigion Survey 2002
40
35
30
25
%
20
15
10
Repeat Visitors
5
First Time Visitors
0
10 - 15
16 - 20
21 - 25
25+
Income Bracket (000's)
The survey reveals that the income bracket of £25,000+ is the one within
which the majority of respondents to the survey are situated. However, there
is also a large percentage (24%) of repeat visitors in the lower income bracket
of £10,000 - £15,000.
Visitor Satisfaction Survey: Ceredigion 2002
IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
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Employment Categories of Visitors
Ceredigion Survey 2002
35
Repeat Visitors
First Time Visitors
30
Percentage
25
20
15
10
5
State pensioner, casual
earner or other type of
employed post
Skilled
manual
post
Supervisory or clerical,
junior management,
admin or professional
post
Intermediate
managerial, admin or
professional post
Higher managerial,
admin or professional
post
0
Socio-Economic Group
The higher percentage of repeat visitors belonging to the ‘state pensioner, casual
earner…’ category is borne out by the higher percentage of repeat visitors in the 65+
age-group. The majority of all respondents indicate that they belong to the higher
and intermediate managerial / professional socio-economic groupings. A comparison
of repeat and first time visitors illustrates that first time visitors are more likely to be
employed in intermediate or higher managerial / professional posts .
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IQM Research Project, Institute of Rural Studies, University of Wales, Aberystwyth, SY23 1AR
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References:
Ecleston J & Thomson G unpublished Measuring and Understanding Visitor
Satisfaction – a Common Approach for Wales and Scotland, Research Paper NFO
Systems, 2002.
English Tourism Council
2002 Tourism Insights, ETC, London
Market Research Wales 2002 Information Requirements of Visitors to Wales: A
report for the Wales Tourist Board, MRW, Cardiff
www.staruk.co.uk
Visitor Satisfaction Survey: Ceredigion 2002
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