Table of Contents
Introduction ....................................................................................................................................................................... 3
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
1c.
Travelling with Children .................................................................................................................................. 5
Visitors Travelling with or Without Children ..................................................................................................... 5
Visitors Travelling with or Without Children – a comparison ........................................................................... 6
1d.
Areas of Origin of Visitors .............................................................................................................................. 6
Areas of origin – all Lampeter Respondents ................................................................................................... 6
Areas of origin – all Ceredigion Respondents ................................................................................................. 6
Comparison of Origins of Visitors .................................................................................................................... 7
Origins of Visitors Travelling with Children ...................................................................................................... 7
1e.
Main Mode of Transport ................................................................................................................................. 8
Transport Used to Travel to Destination ......................................................................................................... 8
Main Mode of Transport Used Whilst At Destination ....................................................................................... 8
1f.
Purpose of Visit .............................................................................................................................................. 9
Main Purpose of Visit – all respondents .......................................................................................................... 9
2.
Holiday Accommodation Used .................................................................................................................... 9
2a.
Type of Accommodation ................................................................................................................................ 9
Type of Accommodation Used – all respondents ............................................................................................ 9
Type of Accommodation Used – repeat visitors ............................................................................................ 10
Type of Accommodation Used – first time visitors ........................................................................................ 10
2b.
Length of Stay .............................................................................................................................................. 10
Total Length of Stay Away from Home ......................................................................................................... 10
Total Length of Stay – repeat visitors ............................................................................................................ 11
Total Length of Stay – first time visitors ........................................................................................................ 11
2c.
Frequency of Visits ...................................................................................................................................... 12
Frequency of Repeat Visits ........................................................................................................................... 12
Accommodation used by respondents visiting more than 4 times a year ...................................................... 12
2d.
Type of Attraction Visited ............................................................................................................................. 13
Type of Attraction Visited .............................................................................................................................. 13
Attractions Visited – repeat visitors ............................................................................................................... 14
Attractions Visited – first time visitors ............................................................................................................ 14
2e.
Activities Undertaken ................................................................................................................................... 14
Activities Undertaken – all respondents ........................................................................................................ 14
Activities undertaken – repeat visitor ............................................................................................................ 15
Activities undertaken – first time visitors ....................................................................................................... 15
3.
Visitor Influences ........................................................................................................................................ 16
3a.
Influences on Decision Making .................................................................................................................... 16
Influence on Decision to Visit Lampeter – all respondents ............................................................................ 16
Influence on decision to visit – repeat visitors ............................................................................................... 17
Influence on decision to visit – first time visitors............................................................................................ 17
3b.
Sources of Information ................................................................................................................................. 17
Sources of Information on Lampeter & Ceredigion ....................................................................................... 17
Sources of information on town ..................................................................................................................... 18
Sources of Information on Ceredigion ........................................................................................................... 18
Source of Information on Accommodation – all respondents ........................................................................ 19
Source of information on accommodation – repeat visitors........................................................................... 19
Source of information on accommodation – first time visitors ....................................................................... 19
4.
Visitor Satisfaction with Facilities ............................................................................................................. 20
4a.
Streets, Highways, parks & Conveniences .................................................................................................. 20
Street repair – all respondents ...................................................................................................................... 20
Cleanliness of Streets – all respondents ....................................................................................................... 20
Pavement Maintenance – all respondents .................................................................................................... 21
Highway Signage – all respondents .............................................................................................................. 21
Where is more signage required? ................................................................................................................. 22
Street Litter Facilities .................................................................................................................................... 22
Maintenance of Public Parks & Gardens ...................................................................................................... 23
Cleanliness of Public Conveniences ............................................................................................................. 23
Cleanliness of Beaches ................................................................................................................................ 24
Litter Facilities on Beaches ........................................................................................................................... 24
5.
Visitor Perception ....................................................................................................................................... 24
5a.
Perception of Change .................................................................................................................................. 24
Changes Perceived Since Last Visit ............................................................................................................. 25
5b.
The Importance of What Wales has to Offer ................................................................................................ 25
5c.
6.
6a.
6b.
6c.
7.
7a.
7b.
8.
Ratings of the Visitor Experience on offer in Ceredigion – a comparison with Wales ................................... 26
Things Visitors Like ...................................................................................................................................... 27
Things Visitors Like Most about Ceredigion .................................................................................................. 27
Things Visitors Like Least about Ceredigion ................................................................................................. 28
Improvements Visitors Would like to see in Ceredigion ................................................................................ 28
Visitor Satisfaction with Quality ................................................................................................................ 29
Satisfaction with Facilities ............................................................................................................................ 29
Satisfaction with Accommodation – repeat visitors ....................................................................................... 29
Satisfaction with Accommodation – first time visitors .................................................................................... 29
Satisfaction with the Quality of Attractions – repeat visitors .......................................................................... 29
Satisfaction with the Quality of Attractions – first time visitors....................................................................... 29
Quality of Service ......................................................................................................................................... 30
Satisfaction with Service – repeat visitors ..................................................................................................... 30
Satisfaction with Service – first time visitors.................................................................................................. 30
Satisfaction with Information Provision ........................................................................................................ 30
Satisfaction with the Quality & Level of Information on Lampeter – repeat visitors ....................................... 30
Satisfaction with the Quality & Level of Information on Lampeter – first time visitors.................................... 30
Satisfaction with the Quality & Level of Information on Ceredigion – repeat visitors ..................................... 31
Satisfaction with the Quality & Level of Information on Ceredigion – first time visitors ................................. 31
Social Profile of Visitors ............................................................................................................................. 31
Socio-Economic Categories ......................................................................................................................... 31
Income Brackets of Visitors........................................................................................................................... 31
Employment Descriptor of Visitors ................................................................................................................ 32
Visitor Spend................................................................................................................................................ 32
Average Visitor Spend .................................................................................................................................. 32
Additional Comments ....................................................................................... Error! Bookmark not defined.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
-2-
Introduction
This survey of visitors to Lampeter was undertaken by the University of Wales,
Aberystwyth, in conjunction with 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 face-to-face interviews, completed in
August 2003. The analysed sample size for Lampeter is 255. This survey is part of a
county-wide exercise in Ceredigion that took the form of both face-to-face interviews and
self-completion questionnaires. The sample size for the county is 2586.
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: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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1.
Visitor Profile
1a.
Gender
Gender of Respondents
Lampeter Visitor Survey 2003
Male 52.55%
Female 46.67%
Base: 255
Age Profile
Age Groups of Respondents – a comparison
Ceredigion & Lampeter Visitor Survey 2003
30
25
20
Percentage
1b.
Lampeter
15
Ceredgion
10
5
0
15 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
Age Group
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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Over a quarter of visitors fall into the 44 – 54 age group: across Ceredigion 21% fall into
this category. Half of all respondents in Lampeter are aged 44 or under. Of first time
visitors to Lampeter, 62% were aged 44 or under.
Age Profile of Visitors
Lampeter Visitor Survey 2003
First Time Visitors
Repeat Visitors
First Time Visitors
Repeat Visitors
30
Percentage
25
20
15
10
5
0
1c.
15 - 24
25 - 34
35 - 44 45 - 54
Age Group
55 - 64
65+
Travelling with Children
Visitors Travelling with or Without Children
Lampeter Visitor Survey 2003
Yes 22.35%
No 71.76%
Almost three quarters of visitors to Lampeter were travelling without children, whilst across
Ceredigion as a whole 62% travelled without children. Of the respondents travelling with
children to Lampeter, 20% were first time visitors.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
-5-
Visitors Travelling with or Without Children – a comparison
Lampeter Visitor Survey 2003
First Time Visitors
Repeat Visitors
First Time Visitors
Repeat Visitors
80
70
Percentage
60
50
40
30
20
10
0
1d.
Yes
Travelling with C hildren
No
Areas of Origin of Visitors
Areas of origin – all Lampeter
Respondents
Areas of origin – all Ceredigion
Respondents
Lampeter Visitor Survey 2003
Ceredigion Visitor Survey 2003
Where are you from?
Percentage
North West England
North East England
South East England
South West England
Midlands
North Wales
2.35%
3.92%
20.78%
10.98%
14.12%
1.96%
South Wales
Mid Wales
West Wales
Scotland
Republic of Ireland
Northern Ireland
18.43%
1.57%
3.14%
2.75%
0.78%
0.78%
Other
17.25%
Where are you from?
North W est England
North East England
South East England
Percentage
7.70%
3.98%
14.39%
South W est England
Midlands
North W ales
South W ales
Mid W ales
W est W ales
Scotland
Republic of Ireland
9.32%
23.09%
4.02%
13.11%
3.94%
5.45%
1.31%
1.12%
Northern Ireland
Other
0.39%
11.68%
Of staying visitors to the Lampeter area, over 20% came from South East England and
over 18% from South Wales, whilst across Ceredigion the majority came from the
Midlands and South East England. The largest number of overseas visitors came form the
Netherlands, America, Germany and France.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
-6-
Comparison of Origins of Visitors
FirstLampeter
Time Visitors
Visitor
Repeat
Visitors
Survey
2003
Area of Origin
First Time Visitors
Repeat Visitors
Other
Northern Ireland
Republic of Ireland
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
Percentage
18
20
22
24
26
Origins of Visitors Travelling with Children
Lampeter Visitor Survey 2003
Other
Area of Origin
Northern Ireland
Republic of Ireland
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 28 30 32 34 36 38 40 42 44
Percentage
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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1e.
Main Mode of Transport
Transport Used to Travel to Destination
Lampeter Visitor Survey 2003
transport to area
Percentage
Own car
72.55%
Hire Car
5.88%
Train
3.14%
Bus / Coach
17.65%
Bicycle
1.96%
Other
4.71%
Note rounding will have increased total percentage
Base: 255
Main Mode of Transport Used Whilst At Destination
Lampeter Visitor Survey 2003
transport in area
Percentage
Own car
70.20%
Hire Car
6.27%
Train
0.78%
Bus / coach
17.25%
Own bicycle
1.96%
Hired bicycle
0.00%
Other
4.71%
Base: 255
Across Wales 84% indicated using a car (www.staruk.org), a percentage approximately
the same as in the Lampeter area. This high percentage of car usage could in part be
owing to the lack of an integrated public transport system to and within the county.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
-8-
1f.
Purpose of Visit
Main Purpose of Visit – all respondents
Lampeter Visitor Survey 2003
50
Percentage
40
30
20
10
0
Holiday
VFR
Business / Other
Main Purpose of Visit
Day trip
Across Ceredigion as a whole 70% of respondents were on holiday, as compared to 58%
in Lampeter. Just over 10% of respondents across the county indicated visiting friends
and relatives whilst in Lampeter this rose to 15%.
2a.
Holiday Accommodation Used
Type of Accommodation
Type of Accommodation Used – all respondents
Ceredigion & Lampeter Visitor Survey 2003
Other
VFR
Self Catering
Accommodation Used
2.
Touring / Motor Van
Ceredigion
Camping
Lampeter
Own Static Van
Hired Static Van
Other B&B
Hotel/Guesthouse
0
5
10
15
20
25
30
Percentage
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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Twenty nine percent of respondents indicated using serviced accommodation whilst
staying in the Lampeter area, 6% more than across Ceredigion as a whole. Self-catering
accommodation showed a similar trend, with 25% using this type in the Lampeter area and
20% across Ceredigion as a whole. Those indicating staying in static caravans (whether
owned or hired) were 15.5% across Ceredigion but only 3% in Lampeter. Those indicating
staying in ‘other’ accommodation may well indicated those staying in pubs / inns. Those
respondents who indicated staying in their own holiday cottage or similar have not been
included in this analysis.
Type of Accommodation Used – repeat
visitors
Type of Accommodation Used – first
time visitors
Lampeter Visitor Survey 2003
Lampeter Visitor Survey 2003
Accommodation
Percentage
Accommodation
Percentage
Hotel / Guesthouse
22.78%
Hotel / Guesthouse
15.67%
Other B&B
11.39%
Other B&B
10.45%
Hired Static van
0.00%
Hired Static van
0.00%
Own static van
6.33%
Own static van
0.75%
Camping
3.80%
Camping
6.72%
Touring / Motor van
1.27%
Touring / Motor van
2.99%
Self catering
13.92%
Self catering
VFR
35.44%
VFR
Other
5.06%
32.09%
6.72%
Other
24.63%
Twenty six percent of first time visitors opted to stay in serviced accommodation, whilst the
majority of repeat visitors (over 35%) were staying with friends or relatives.
2b.
Length of Stay
Total Length of Stay Away from Home
Lampeter Visitor Survey 2003
18
16
Percentage
14
12
10
8
6
4
2
0
less than 2
2-4
5-7
7 - 10
Nights Away from Home
10 - 14
more than 14
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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Total Length of Stay – repeat visitors
Total Length of Stay – first time
visitors
Lampeter Visitor Survey 2003
Lampeter Visitor Survey 2003
total nights away
Percentage
total nights away
Percentage
less than 2
10.13%
less than 2
2-4
32.91%
2-4
12.69%
5-7
24.05%
5-7
20.15%
7 - 10
12.66%
7 - 10
26.12%
10 - 14
more than 14
6.33%
10.13%
5.97%
10 - 14
7.46%
more than 14
8.21%
Across Wales as a whole, in both 2001 and 2002, over half of respondents stayed 3 nights
or less (www.staruk.org), whilst in Ceredigion in 2003, 32% 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 as a whole. However in Lampeter,
24% stayed 4 nights or less.
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 Lampeter 32% indicated staying 7 nights or longer.
Respondents in Lampeter 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 35% of respondents were staying in their current accommodation for 4
nights or less.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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2c.
Frequency of Visits
Frequency of Repeat Visits
Ceredigion & Lampeter Visitor Survey 2003
90
80
70
Percentage
60
50
Lampeter
Ceredigion
40
30
20
10
0
Once a year or less
2 - 4 times a year
more than 4 times a year
Visits per Year
All repeat visitors to Lampeter indicated that they visit more than once a year, whilst 21%
indicated that they visit 4 times a year or more - lower than Ceredigion as a whole.
Accommodation used by respondents visiting more than 4 times a year
Lampeter Visitor Survey 2003
Accommodation
Other
VFR
Self catering
Touring / Motor van
C amping
Own static van
Hired Static van
Other B&B
Hotel / Guesthouse
0
5
10
15
Percentage
20
25
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
- 12 -
2d.
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.
In Ceredigion in 2002, over 80% of respondents indicated that they had visited, or would
be visiting, the seaside against approximately 70% in 2003. Although no figure is available
for 2002, 64% of respondents in Ceredigion in 2003 indicated they had, or would,
undertake a visit to the countryside (including farm attractions).
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 Lampeter area we can see that 68% indicate the seaside and
63% indicate the countryside as attractions they will visit.
Type of Attraction Visited
Ceredigion & Lampeter Visitor Survey 2003
Other
Castles / Trains
Cinema / Theatre
Attraction
Local Craft / Produce
Ceredigion
Festival / Event
Lampeter
Seaside
Nature Reserve
Red Kite Centre
Countryside
0
10
20
30
40
50
60
70
80
Percentage
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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Attractions Visited – repeat visitors
Attractions Visited – first time visitors
Lampeter Visitor Survey 2003
Lampeter Visitor Survey 2003
Attractions visited
Attractions visited
Percentage
Countryside
62.75%
Percentage
Countryside
64.05%
Red Kite centre
7.84%
Red Kite centre
13.73%
Nature reserve
11.76%
Nature reserve
18.95%
Seaside
61.76%
Seaside
71.90%
festival / Event
15.69%
festival / Event
18.30%
Local craft / produce
16.67%
Local craft / produce
22.22%
Cinema / theatre
1.96%
Castles / trains
20.59%
Other
2e.
Cinema / theatre
5.23%
Castles / trains
6.86%
37.91%
Other
6.54%
Activities Undertaken
Activities Undertaken – all respondents
Ceredigion & Lampeter Visitor Survey 2003
Other
Riding
Activity Undertaken
Golf
An Indoor Activity
Ceredigion
Frersh Water
Angling
Lampeter
Sea Angling
Cycling
Mountain Biking
Walking
0
10
20
30
40
50
60
70
80
Percentage
Over 65% of visitors to Ceredigion indicate that they have walked 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 Lampeter the percentage is lower, at 61%. Fresh water angling is
a more popular activity than in Ceredigion as a whole. This is understandable given the
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
- 14 -
access in the Lampeter area to famous angling rivers. Those activities indicated in the
’other’ category are canoeing and climbing.
Although the percentages of visitors indicating cycling and/or mountain biking as an
activity undertaken 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, over 80% had brought their own bike with them on their visit whilst under 20%
indicated they had or would hire a bike to cycle or mountain bike.
Activities undertaken – repeat visitor
Lampeter Visitor Survey 2003
Activities undertaken – first time
visitors
Lampeter Visitor Survey 2003
Activity undertaken
Walking
Percentage
54.90%
Mountain biking
0.98%
Cycling
7.84%
Sea angling
2.94%
Fresh water angling
9.80%
An indoor activity
11.76%
Golf
2.94%
Riding
4.90%
Other
4.90%
Activity undertaken
Walking
Percentage
66.67%
Mountain biking
3.27%
Cycling
3.27%
Sea angling
2.61%
Fresh water angling
6.54%
An indoor activity
3.92%
Golf
0.65%
Riding
1.96%
Other
5.88%
Activities undertaken whilst visiting the Lampeter area are similar between repeat and first
time visitors, although 11% more first time visitors are likely to walk as part of their visit.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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3.
3a.
Visitor Influences
Influences on Decision Making
Influence on Decision to Visit Lampeter – all respondents
Lampeter Visitor Survey 2003
Other
Woodland / scenery
Walks
Visitor Attraction
VFR
Shopping / bank
recommended
Previous experience
Passing through
Mountain biking / cycling
Local craft / produce
Event / festival
Beach / sea
Angling
0
2
4
6
8
10
12 14 16 18
Percentage
20 22 24
26 28 30
* note that respondents were able to indicate MORE THAN ONE influence on decision
making
Across Ceredigion 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 just over 4% visiting Lampeter. Seventeen
percent visited Lampeter because of previous experience –half the amount that visit
Ceredigion because of previous experience. The woodland and scenery is an important
influencing factor for visitors to Lampeter. The high percentage of those indicating ‘other’
will have been influenced by those attending the University of Lampeter summer school.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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Influence on decision to visit – repeat
visitors
Influence on decision to visit – first
time visitors
Lampeter Visitor Survey 2003
Lampeter Visitor Survey 2003
Influence on Decision?
Angling
Beach / sea
Event / festival
Local craft / produce
Mountain biking / cycling
Passing through
Previous experience
recommended
Shopping / bank
VFR
Visitor Attraction
Walks
Woodland / scenery
Other
Influence on Decision?
Angling
Beach / sea
Event / festival
Local craft / produce
Mountain biking / cycling
Passing through
Previous experience
recommended
Shopping / bank
VFR
Visitor Attraction
Walks
Woodland / scenery
Other
Percentage
8.82%
20.59%
5.88%
0.98%
2.94%
7.84%
33.33%
2.94%
16.67%
45.10%
5.88%
15.69%
27.45%
12.75%
Percentage
4.58%
21.57%
3.27%
6.54%
1.31%
10.46%
6.54%
22.88%
9.15%
16.34%
7.19%
18.95%
28.76%
36.60%
These figures illustrate that for first time visitors, recommendation is a very important
influence on decision making, with 22% being influenced in this way. That 6%of first time
visitors indicated ‘previous experience’ is an anomaly and is taken to mean that they had
been to the area before but not to Lampeter itself. Again, those indicating ‘other’ are found
to be those attending the University summer school.
For those on a day trip to the area, 20% were influenced by an event or festival and 42%
because they were recommended to do so.
3b.
Sources of Information
Note – respondents were able to indicate one or more sources of information
Town
Area
Sources of Information
on Lampeter
& Ceredigion
Lampeter Visitor Survey 2003
Town
Area
Information Source
Other
Saleable guide
Holiday brochure
Internet
Other information outlet
Word of Mouth
TIC
0
2
4
6
8 10 12 14 16 18 20 22 24 26 28 30
Percentage
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
- 17 -
The most important source of information on both Lampeter and Ceredigion in general is
shown to be the internet, whilst ‘word of mouth’ is also shown to be important, illustrating
the importance of visitor satisfaction and subsequent recommendation of a destination.
Saleable guides included the AA and RAC guides.
Sources of information on town
Lampeter Visitor Survey 2003
First Time Visitors
Repeat Visitors
Source of Information
Other
Saleable guide
Holiday brochure
Internet
Other information outlet
Word of Mouth
TIC
0
5
10
15
20 25 30 35
Percentage
40
45
50
Sources of Information on Ceredigion
Lampeter Visitor Survey 2003
Source of Information
First Time visitors
Repeat Visitors
Other
Saleable Guide
Holiday Brochure
Internet
Other INformation outlet
Word of Mouth
TIC
0
5
10
15
20
25 30 35
Percentage
40
45
50
55
This survey indicates that information provision in general is a more important factor for
first time visitors than for repeat visitors. For first time visitors the internet is a very
important information source, as are word of mouth and Holiday brochures The internet
proves less important for repeat visitors, whilst ‘word of mouth’ is very important for this
category of visitor.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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Source of Information on Accommodation – all respondents
Lampeter Visitor Survey 2003
Other
Previous experience
Recommendation
saleable guide
Newspaper advert
Other holiday brochure
C eredigion brochure
Internet
Other information outlet
TIC
0
2
4
6
8
10 12 14
Percentage
16
18
20
22
Note: 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 20% of respondents indicated the internet as a source of information on
accommodation, whilst 12% indicated recommendation. Across Ceredigion as a whole,
only 16% indicated using the internet as a source of accommodation information whilst
11% indicated previous experience and 15% indicated holiday brochures.
Source of information on
accommodation – repeat visitors
Source of information on
accommodation – first time visitors
Lampeter Visitor Survey 2003
Lampeter Visitor Survey 2003
Source of Information
TIC
Other information outlet
Percentage
3.92%
0.98%
Source of Information
TIC
Other information outlet
Percentage
4.58%
5.88%
Internet
9.80%
Internet
Ceredigion brochure
2.94%
Ceredigion brochure
7.84%
Other holiday brochure
0.98%
Other holiday brochure
9.80%
Newspaper advert
1.96%
Newspaper advert
0.65%
saleable guide
0.00%
saleable guide
Recommendation
8.82%
Recommendation
Previous experience
Other
11.76%
1.96%
27.45%
1.96%
14.38%
Previous experience
2.61%
Other
1.31%
It should be noted that 67% 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
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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holiday. Three quarters of first time visitors indicated that they had utilised information
available on accommodation prior to their holiday in order to choose where to stay,
illustrating the importance of accessible information provision.
4.
Visitor Satisfaction with Facilities
Respondents were asked to score various aspects of facilities, services and infrastructure
on a scale of 1 to 5, where 1 indicates ‘very poor’ and 5 indicates ‘excellent’.
4a.
Streets, Highways, parks & Conveniences
Street repair – all respondents
Lampeter Visitor Survey 2003
60
Percentage
50
40
30
20
10
0
1
2
3
Score
4
5
Base: 251
Approximately 69% of respondents in Lampeter gave a ‘very good’ or ‘excellent’ score to
the repair of streets, whilst across Ceredigion as a whole this figure was 52%. Only 3% of
respondents rated street repair as ‘poor’ to ‘very poor’.
Cleanliness of Streets – all respondents
Lampeter Visitor Survey 2003
Percentage
60
50
40
30
20
10
0
Base: 253
1
2
3
Score
4
5
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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Over 78% of respondents think that the cleanliness of the streets is ’very good’ or
‘excellent’.
Pavement Maintenance – all respondents
Lampeter Visitor Survey 2003
Percentage
50
40
30
20
10
0
1
2
3
Score
4
5
Base: 251
Approximately 60% of respondents gave a ‘very good’ or ‘excellent’ score, leaving only 5%
scoring the maintenance of pavements as ‘poor’ or less. These percentages the same as
Ceredigion as a whole, where 5% scored pavements as ‘poor’ or less
Highway Signage – all respondents
Lampeter Visitor Survey 2003
Percentage
60
50
40
30
20
10
0
1
2
3
Score
4
5
Base: 250
Approximately 69% of respondents gave a ‘very good’ or ‘excellent’ score to the road
signage. This is 10% more than across Ceredigion as a 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.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
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Where is more signage required?
Lampeter Visitor Survey 2003
More signs needed
Percentag
e
A roads
25.00%
B roads
8.33%
Country lanes
66.67%
Over two thirds of respondents indicated that signage is not adequate on country lanes,
whilst a quarter thought the same for A roads.
Street Litter Facilities
Lampeter Visitor Survey 2003
70
60
50
40
30
20
10
0
Yes
No
Enough dog mess bins
Enough litter bins
Litter Emptied enough
Enough dog mess bins
Enough litter bins
Litter Emptied enough
Over 30% of respondents think that not enough dog mess bins are provided, and over
10% think litter bins are not emptied frequently enough. In Ceredigion as a whole 40% of
respondents though that there are not enough dog mess bins.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
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Maintenance of Public Parks & Gardens
Lampeter Visitor Survey 2003
50
Percentage
40
30
20
10
0
1
2
3
Score
4
5
Base: 71
Over 78% of those respondents having visited a public park or garden whilst on their visit
thought they were maintained to a ‘very good’ or ‘excellent’ standard, resulting in just over
20% of respondents indicating that maintenance rated a ‘good’ score. No respondents
gave a lower score.
Cleanliness of Public Conveniences
Percentage
Lampeter Visitor Survey 2003
Base: 182
40
35
30
25
20
15
10
5
0
1
2
3
Score
4
5
This survey reveals that only 44% of respondents though the cleanliness of public toilets
rated a ‘very good’ or ‘excellent’ score, whereas across Ceredigion over half of
respondents gave the same scores.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
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Cleanliness of Beaches
Lampeter Visitor Survey 2003
Percentage
50
40
30
20
10
0
1
2
3
Score
4
5
Base: 159
Approximately 77% of respondents who had visited a beach gave a score for the
cleanliness as ‘very good’ or ‘excellent’. This is the same score as the Ceredigion wide
survey.
Litter Facilities on Beaches
Lampeter Visitor Survey 2003
Beach bins emptied enough
Enough bins on beaches
Percentage
70
60
50
40
30
20
10
0
Yes
No
Base: 159
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.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
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Changes Perceived Since Last Visit
Lampeter Visitor Survey 2003
Other
Less use of Welsh language
More use of Welsh language
Improved quality of tourist product / amenities
Improved information provision
Quieter
Friendlier
Improved facilities / amenities
Improved roads
Tidier
More commercialised
Busier
0
2
4
6
8 10 12 14 16 18 20 22 24 26 28 30
Percentage
Over 29% of respondents who answered this question thought that the area was busier
than on previous visits. Although obviously influenced by the time of year previous visits
took place in comparison to this visit, it is apparent that the Lampeter area is perceived as
being much busier than previously. However, 37% of respondents throughout Ceredigion
as a whole perceived it to be busier.
Interestingly, 16% of respondents noted an improvement in the roads. Given that over
69% of respondents to the question concerning street repair gave a ‘very good’ or
‘excellent’ score this is perhaps unsurprising.
It should be noted however, that of those repeat visitors to the area answering this
question, over 55% thought there had been no changes at all since their last visit.
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
equated to a negative score, that is a rating less than very poor.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
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Ratings of the Visitor Experience on offer in Ceredigion – a comparison with Wales
Lampeter Visitor Survey 2003
Natural Beauty
Ceredigion
100
Percentage
percentage
Wales
Hospitality
100
80
60
40
20
0
80
60
40
20
0
1
1
2
3
4
5
blank
Wales
2
3
4
Score
5
blank
5
blank
Ceredigion
Score
Quality
100
80
60
40
20
0
Percentage
Percentage
Culture
1
2
3
4
5
100
80
60
40
20
0
1
blank
2
Score
Wales
Wales
Wales
Ceredigion
Percentage
Ceredigion
The natural beauty of both Wales and
Ceredigion is rated as highly satisfactory
by respondents in Lampeter – 86% gave
a score of ‘excellent’ to Wales and 82% to
Ceredigion. This compares with
respondents across the whole of
Ceredigion where 80% gave a score of
excellent to both.
100
80
60
40
20
0
2
4
Score
Ceredigion
Value
1
3
3
4
Score
5
blank
The ratings given to the perception of
culture within Wales and Ceredigion
shows that 20% gave Wales a rating of
‘poor’ to ‘very poor’, whilst 19% gave
culture in Ceredigion the same ratings.
Hospitality scores across both Wales and
Ceredigion are very similar, with
approximately 16% giving a score of poor
or very poor for Wales and 18% giving
the same for hospitality in Ceredigion
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
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The scores for value for money of holidays in Wales and Ceredigion score very lowly:
64% of respondents thought Wales rated ‘poor’ or ‘very poor’, whilst 66% thought
Ceredigion rated the same.
Over 16% of respondents gave a score of ‘very poor’ to the overall quality of their
experience in Ceredigion and Wales, whilst over 10% gave a blank score (worse than very
poor).
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 a t all, hence percentages do not total to 100.
Things Visitors Like Most about Ceredigion
Lampeter Visitor Survey 2003
Things Most Liked
Ranked 1
Ranked 2
Ranked 3
Beaches & seaside
3.14%
4.31%
3.53%
Countryside & walks
9.41%
10.59%
1.96%
Culture
1.96%
3.92%
3.53%
Easy to get to
0.00%
0.00%
0.39%
Friendly people
5.10%
7.84%
3.14%
friends relatives
3.53%
0.00%
0.39%
History
5.10%
1.57%
1.96%
Lots to do
0.00%
2.35%
1.57%
Peace & quiet
19.61%
11.76%
4.71%
Scenery
33.73%
14.12%
4.71%
1.18%
1.57%
1.57%
wildlife
Despite 64% of respondents having indicated that they had undertaken a walk as part of
their visit, only 22% ranked ‘walks’ as one of the three things they most liked about
Ceredigion. This perhaps points to a need for more information provision on how to
access the countryside and interact with the landscape that visitors find so attractive.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
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Things Visitors Like Least about Ceredigion
Lampeter Visitor Survey 2003
Things Disliked Most
Ranked 1
Ranked 2
Ranked 3
Beaches & sea
0.00%
0.39%
0.39%
Cost
1.18%
0.39%
0.00%
Culture
0.39%
0.00%
0.00%
Nothing to do
1.96%
0.39%
0.00%
10.98%
1.57%
0.39%
Scenery
0.39%
0.00%
0.00%
Unfriendly people
1.57%
0.78%
0.39%
Weather
4.31%
1.18%
0.78%
Hard to get to
3.92%
0.39%
0.00%
Roads
Only 81 people indicated that they disliked anything about Ceredigion. Again respondents
were asked to rank things between 1 and 3 and these were later categorised.
Improvements Visitors Would like to see in Ceredigion
Lampeter Visitor Survey 2003
Tourism Improvements
Ranked 1
Ranked 2
Ranked 3
Accommodation
0.39%
0.00%
0.00%
Attractions
4.31%
2.35%
0.39%
Costs
0.78%
0.00%
0.00%
Indoor facilities
0.39%
0.00%
0.00%
15.29%
1.57%
0.39%
Activities for children
0.78%
0.00%
0.00%
Opening hours
1.57%
0.00%
0.00%
Road signposting
1.96%
0.78%
0.39%
Roads
3.53%
0.00%
0.00%
Service in shops
1.57%
0.00%
0.00%
Signs on walks
2.75%
1.18%
0.78%
Information provision
Only 105 respondents indicated any improvements they thought necessary in Ceredigion.
Of those that did indicate improvements needed, information provision and attractions
were felt to be in most need.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
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6.
Visitor Satisfaction with Quality
6a.
Satisfaction with Facilities
Visitors were asked to rate on a scale of 1 to 5, where 1 is ‘very poor’ and 5 is ‘excellent’,
their satisfaction with the quality of various aspects of their visit.
Satisfaction with Accommodation –
repeat visitors
Satisfaction with Accommodation –
first time visitors
Lampeter Visitor Survey 2003
Lampeter Visitor Survey 2003
0.00%
Accommodation
Quality
1
2
4.65%
2
7.50%
3
6.98%
3
15.83%
4
23.26%
4
35.00%
5
65.12%
5
40.83%
Accommodation
quality
1
Percentage
Percentage
0.83%
This survey shows that both repeat visitors and first time visitors to the Lampeter area give
high scores to the quality of accommodation. Indeed, across Ceredigion as a whole the
scores were only slightly lower for first time visitors giving a rating of ‘very good’ or
‘excellent’ to their accommodation (75%).
The average (mean) rating for quality of accommodation in the Lampeter survey is 4.2,
whilst across Ceredigion as a whole it is 4.1. This compares with the 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
Lampeter Visitor Survey 2003
Lampeter Visitor Survey 2003
Quality of
Attractions
1
Percentage
0.00%
Quality of
Attractions
1
Percentage
2
1.33%
2
6.20%
3
16.00%
3
23.26%
4
65.33%
4
60.47%
5
17.33%
5
10.08%
0.00%
This survey reveals that overall visitors have a high satisfaction level with the quality of
attractions they have visited, although repeat visitors are slightly more satisfied than first
time visitors. The mean average of satisfaction received at attractions form respondents to
the Lampeter survey is 3.8, whilst across Ceredigion it is 3.9.
IQM in Rural Tourism Destinations: Lampeter 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
have received in general. Again, a score of 1 indicates ‘very poor’ whilst a score of 5
indicates ‘excellent’.
Satisfaction with Service – repeat
visitors
Satisfaction with Service – first time
visitors
Lampeter Visitor Survey 2003
Lampeter Visitor Survey 2003
Quality of service
Percentage
Quality of service
Percentage
1
0.00%
1
0.67%
2
0.00%
2
5.37%
3
10.87%
3
16.78%
4
64.13%
4
60.40%
5
25.00%
5
16.78%
Over 76% of first time visitors to Lampeter were highly satisfied with the service they had
received, whilst almost 90% of repeat visitors gave the same scores.
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 Lampeter – repeat
visitors
Satisfaction with the Quality & Level of
Information on Lampeter – first time
visitors
Lampeter Visitor Survey 2003
Lampeter Visitor Survey 2003
Quality of info on town Percentage
Quality of info on town Percentage
1
6.90%
1
5.59%
2
9.20%
2
16.08%
3
34.48%
3
32.17%
4
32.18%
4
34.27%
5
17.24%
5
11.89%
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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This survey reveals that 16% of repeat visitors score information provision from ‘poor’ to
‘very poor’, whilst 21% first time visitors give the same scores. Fifty four percent of first
time visitors give an ‘excellent’ or ‘very good’ rating to information available on Ceredigion,
whilst 55% of repeat visitors give a the same rating.
Satisfaction with the Quality & Level of
Information on Ceredigion – repeat
visitors
Satisfaction with the Quality & Level of
Information on Ceredigion – first time
visitors
Lampeter Visitor Survey 2003
Lampeter Visitor Survey 2003
Quality of info on
area
1
7.
Percentage
0.00%
Quality of info on
area
1
Percentage
2
5.68%
2
8.28%
3
39.77%
3
35.86%
4
31.82%
4
43.45%
5
22.73%
5
11.03%
1.38%
Social Profile of Visitors
7a.
Socio-Economic Categories
Income Brackets of Visitors
Ceredigion & Lampeter Visitor Survey 2003
60
Percentage
50
40
30
20
10
0
10 to 15
16 to 20
21 to 25
25+
Income bracket
Lampeter
Ceredigion
Over 50% of respondents to the Lampeter survey earned £25,000 or over, 14% more than
respondents in Ceredigion as a whole. Eighteen percent of respondents in Lampeter
earned under £15,000.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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Employment Descriptor of Visitors
Ceredigion & Lampeter Visitor Survey 2003
State pensioner, casual earner or other
employed poat
Supervisory, clerical, junior manager,admin
or professional post
Higer Managerial, admin, or professional
post
0
5
10
15
20
25
30
35
Percentage
Lampeter
7b.
Ceredigion
Visitor Spend
Average Visitor Spend
Lampeter Visitor Survey 2003
Expenditure
Base
Number
114.00
Total Spend £
35,795.00
Average
Spend £
313.99
61.00
3,898.00
63.90
193.00
18,470.00
95.70
18.00
690.00
38.33
Other
9.00
5,826.00
647.33
Petrol
100.00
5,384.00
53.84
Retail
106.00
6,245.00
58.92
76,308.00
299.25
Accommodation cost
Attrax
Food
Local transport
Total Costs
Over £76,300 was spent by the 255 respondents to this survey, on average spending £299
per visitor or group of visitors. Across Ceredigion the average was £304 per visitor or
group of visitor. The large amount of expenditure indicated in the ‘other’ category is the
result of visitors putting their total costs in this category – certainly on these forms there
were no individual categories indicated, nor explanations of ‘other’. The Lampeter survey
reveals that the largest average expenditure is on accommodation and the second largest
to be on food and drink.
IQM in Rural Tourism Destinations: Lampeter Visitor Attitude Survey 2003
© University of Wales, Aberystwyth 2004
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