The Countryside Experience
Overview Presentation of Key Findings
November 16th 2004
Prepared for:
Prepared by :
For more details: Tel 0115 960 5358.
Objectives & Methodology
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Objectives
Overall Objective
To improve the working group’s understanding of visitors’ attitudes to and
expectations of a countryside experience and to understand how Wales is
perceived to deliver that experience
Specifically……
To explore the decision making process for countryside trips and to identify
the key elements of the Countryside Experience
To identify the relative importance of these elements and how these differ
by ‘type’ of trip
To explore in detail the role and expectations of key factors in destination
choice:
-> Accommodation
-> Outdoor activities
-> Food
-> Non-active entertainment
To examine the perceived and actual strengths and weaknesses of Wales as a
countryside destination compared with other destinations
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Method
6 GROUPS
2 Post Family
2 Pre-family
2 Family
(aged 20-39 no kids)
(with kids aged 0-17)
ABC1
C1C2
ABC1
(aged 40+, no kids
under 18 at home)
C1C2
ABC1
C1C2
All taken ‘countryside’ focussed break/holiday in last 12 months
Half ‘Active’, ‘Half Passive’ on last countryside trip
Main things did whilst on Countryside trip
PASSIVE
Visiting towns, villages, going for easy walks/strolls
Visiting places of interest, exhibitions, craft fairs
Browsing in shops and shopping, bird watching
Painting/craft things
ACTIVE
Hiking/walking with maps, fishing, shooting
Golfing, cycling, mountaineering/climbing
Canoeing, sailing, rafting, horse riding
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Method
2+ breaks in UK in last 12 months
All the main/joint main decision maker
Non-rejectors Wales i.e. from list of UK destinations do not pick out
Wales as a destination they are VERY UNLIKELY to visit in the future
for short breaks/holidays
Half visited Wales for short break/holiday in last couple of years
Held in Bramhall (Manchester), Redditch (South of Birmingham)
and Fleet (Nr. Reading)
Groups conducted on 13th,17th,24th November 2003
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Types of Countryside Tourist
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Types of Countryside Tourist
Time doing
‘physical activity’
Dedicated
Actives
Almost all time away
doing specific outdoor activity
Heavy
Actives
Majority of time away doing
specific outdoor activity
(Not in rain, want some break!)
Light
Actives
Like to do outdoor activity
but interspersed with nonenergetic pastimes
Browsers
Do little energetic outdoor activity
but want to spend time exploring
the area
‘Static’
Tourists
WANT TO STAY IN ONE PLACE
No travelling/desire to explore
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
‘Dedicated Actives’
‘Browsers’
Incidence?
Qualitative Research used to ‘identify’ types rather than measure
BUT following this research
Analysis on UKTS quantitative indicates following ‘approximate’
incidence amongst those visiting Countryside in Wales:
Dedicated/Heavy Actives
Light Actives
20%
15%
Browsers
Statics
54%
11%
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Types of Countryside Tourist
Browsers
Light
Actives
Heavy
Actives
Dedicated
Actives
PRE AND POST FAMILY LIFE STAGES
Families -----------------
USUALLY GO AS COUPLES
Unlikely to
be families
NOT families –
Dad may go on own
Usually either group
or on own
Often men only
Exception here:
Golf (ABC1 South)
The two extremes are often combined
i.e. one is a Browser and the other is a Dedicated Active
“I can get out on the hills and do some cycling while she’ll go out and do some shopping.”
Post Family - South
“The lads go fishing all day and the girls go shopping.” Pre family, Birmingham
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
The Destination Decision Process
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Choice of Destination
‘THE PLACE’
“You just decide on the area you want to go to and then look for the nicest accommodation.”
“We wanted to go somewhere in Kent so we went on the internet and looked for a hotel.”
Destination Choice
In UK tends to be based on
Perception and/or experience
Destination Choice
rather than reference to
literature etc
Previous Research looking at cultural tourism:
‘The Place’
The Place
Scenery
(Landscapes)
With specifically
COUNTRYSIDE
evident that:
Architecture/
Settlements
People/way of
life
Scenery takes precedence in decision
+ the more ACTIVE the holiday the less
important the architecture and
particularly the people
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
The Place
Integral elements of The Place and importance in destination choice
Dedicated Actives
Browsers
Scenery (Landscapes)
Architecture/
Settlements
People/way of life
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Choice of Destination
‘THE PLACE’
ACCOMMODATION
& Food
Accommodation Choice
MAJORITY HAVE VERY DEFINITE PREFERENCES FOR TYPE OF
ACCOMMODATION
Luxury (4*+)
Standard Hotels/Pubs
B&Bs
Self Catering
Luxury (4*+)
Camping, caravanning
YHAs, walking barns etc
IF NOT AVAILABLE WILL CHANGE DESTINATION CHOICE
CRITICAL
IN CHOICE
OF TYPE
BUDGET limitations
+
Presence of kids or not
Presence of dog or not
Amount of time spend in accommodation
Desire for specific facilities e.g pools etc
If want to be in or out in evening
Choice of Destination
THINGS TO
DO
‘THE PLACE’
ACCOMMODATION
& Food
Things to do……..
‘Entertainment’
Places of Interest
SHOPS/Markets
Craft demonstrations
Boat trips, Train trips
---------------------------Families:
Entertainment parks, Farm parks
Indoor activities e.g. soft play
Swimming pools etc
Castles
Gardens
Stately Homes
Abbeys/cathedrals
Historic/literary sights
Galleries/museums
Literary sights
Natural Sights
Waterfalls
Caves
Lakes/reservoirs
Nature Reserves
Outdoor Activities
Organised, supervised: e.g. Pony trekking
Archery, Quad biking etc
Unorganised: Bikes for hire, Nature trails etc
Footpaths
INDIVIDUALS WILL HAVE PREFERENCES FOR ONE OR ANOTHER OF ABOVE->
DESTINATIONS WITH DIVERSITY HERE MOST POPULAR DESTINATION CHOICES
– GREATER ABILITY TO SUIT INDIVIDUAL PREFERENCES OF ANY PARTY
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Choice of Destination – for Browsers/Light Actives –Non-family
RED = PRE-REQUISITES
BLUE = OPTIONS
‘Entertainment’
THINGS TO
SHOPS/
DO Outdoor Activities
markets
- organised
Facility to do
Specific activities
Boat/train
trips
The Place
Nature
Reserves
Natural Sights
Waterfalls
Caves etc
Outdoor Activities
ACCOMMODATION
AND FOOD
Gardens
Castles
NT type
sights
Historic/
Literary sites
Museums
Abbeys/
cathedrals
Galleries
Theatres
‘Places of
Interest’
ALL WANT TO PICK AND CHOOSE ‘OPTIONS’ – MAY HAVE
PARTICULAR SLANT TO ONE GROUP E.G. PLACES OF INTEREST
Choice of Destination – for Heavy/Dedicated Actives – non- family
RED = PRE-REQUISITES
BLUE = Nice to Haves
THINGS TO DO
THE PLACE
Does it have landscapes/
facilities to do main
activity?
Accommodation
and food
‘THINGS TO DO’ FAR LESS IMPORTANT
INDEED FOR SOME DEDICATED NO ROLE AT ALL
Choice of destination – for families
RED = PRE-REQUISITES
BLUE = OPTIONS
‘Entertainment’
Theme
parks
Pools etc
Farm
Parks
Boat/train
trips
Nature
Reserves
Natural Sights
THINGS TO
DO
Outdoor Activities
Shops/
- organised
markets
Outdoor Activities
Facility to do
Specific activities
The Place
Museums
(child friendly)
ACCOMMODATION
X
Gardens
FOOD
Waterfalls
/caves
Castles
‘Places of
Interest’
FOOD FAR LESS CRITICAL WHEN GO WITH KIDS
THINGS TO DO VERY IMPORTANT – WET WEATHER ALTERNATIVES
Food & drink
Non family -> FOOD = main ‘entertainment’ in evening
“The quality of the food is really important because we’re there to enjoy ourselves
and part of that is to have a really nice meal.” Post Family, South
“If you’re on your own without children it (food) is all part of the holiday and
relaxation.” Family, Birmingham
Browsers/Light Actives -> entertainment in the day too (tea shops)
LESS IMPORTANT WITH KIDS but still like family pub/restaurant facility
Pubs
Olde Worlde character
Traditional Ale type
Friendly (provide local info)
WHOLESOME, COUNTRY FOOD
Restaurants
Varies enormously – a
choice of styles/budgets ideal
From Michelin starred to local
curry house
Most demanding up-market
Activity + Indulgent breaks
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
LOCAL FOODS
SPECIALITIES
PARTICULARLY
APPEALING
Perceptions of Countryside
Destinations & Wales specifically
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Perceived UK destinations for type of break
Browsers
‘Luxury/treat’?
‘Standard’?
Lake District x 4
Herts, Warickshire
Oxfordshire
Cotswolds
Borders
Scotland
Lake District x 4
Cornwall/ Devon x 3
Cotswolds x 2
Peak District x 2
Wales x 1
Isle of Wight
South England
FAMILIES?
Light
Actives
West Country
Peak District
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Heavy/
Dedicated
Actives
Walking?
Scotland (6)
Lake District (3)
Wales (3)
Pennines
Northumbria
Golf? Scotland
Wales
M. Biking?
Lake District
Image of Scotland, Lake District and Cornwall
Mood
Scotland
JOLLY, HAPPY Lively, spirited, drunk
Loud, friendly (MAJORITY)
Passionate, Strong, Quite fiery (Fans)
South West
Chilled out, Gentle, soft
Fun, uplifting, bright
Overall
Music Car
Bleak Bit dour, studious (3 people only)
Reliable older car, 4 wheel drive, old
Land Rover, Rover middle aged
Bag pipes, Loud, Country Dance
VW camper, VW Beetle
Small & smooth, tractor
FOLK, upbeat,
Elgar
Lake District
Peaceful, tranquil
Laid back, gentle
Mellow, poetry
Volvo family estate
Flash 4x4, Discovery
newish
CLASSICAL/ opera
Beethoven, Pipe music
Friendly if a little intimidating
Fun & relaxed
Scotland is for:DEDICATED
ACTIVES & LUXURY (+ cities)
For: Families, Browsers For: EVERYONE. Dedicated
Light-Med Actives
Active -> Browser
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Peaceful, warm & refined
Wales – Projectives
Mood or Emotion?
If Wales were a car?
FANS
Fiery
Morris Minor, Allegro, Old mini (x4 groups)
20 year old battered Land Rover
Micra, Lada
Relaxed, Peaceful,Calm
Laid Back, Quiet
4 wheel drive = new (1 person only)
(3 gps + individuals in 2gps)
If Wales were a meal?
WALES
Very tired, Downtrodden
Grumpy, Dour, Glum
(“Bland anyway”)
NON-FANS
(2 gps)
Miserable, Stroppy,
Angry, Rough, Unfriendly
(1 group +
Individuals in 3 gps)
Roast lamb/lamb (3)
Leeks (2) Leek & potato soup (2)
Fish and chips (2), Pie
If Wales were music?
Choir, Male Voice choir (4 gps)
Folk, Harp
Tom Jones/Stereophonics (1 gp)
UNINSPIRING FOR MOST + DATED
(Even fans feel tinge of past it’s best)
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Wales as a Countryside Destination
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Knowledge of Countryside in Wales?
Knowledge generally very poor
Regions best known:
Anglesey and North coast = caravans, bit tacky
Snowdonia = mountains
Pembrokeshire – beaches (+ countryside minority)
Cardigan Bay - coastline
Some knowledge:
The Gower - beautiful
Elan Valley – for biking
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
ALMOST ALL COASTAL
Except Snowdonia
Minimal mention of Brecon
Beacons
Wales Countryside?
FOR MAJORITY
MOUNTAINS/Big hills
Sheep
FOR DEDICATED HEAVY ACTIVE WALKERS
Outward bound, school/college groups
“It’s either trekking up mountains or fishing – an activity thing and that’s all.”
“To me Wales is NOT a young family’s holiday – it’s either walking or that’s it.”
Minority who are most familiar -> Also for browsing as lots to see and do
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Almost ALL
Strengths of the Welsh Countryside
MOUNTAINS -> RELATED OUTDOOR ACTIVITIES
Especially walking
Greenness
Close to sea
Unspoilt countryside
Minority
Castles
7 INDIVIDUALS – LOTS TO DO & SEE Individual Dedicated Actives
3 Active Family people:
Fishing, cycling, golf
Lots to do for families
Natural sights
2 individuals:
Nature Reserves
History/heritage sights
Castles, gardens
Industrial sights
Individuals:
Outdoor activities
Friendly
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Weaknesses of the Welsh Countryside
Weaknesses
JUST MOUNTAINS -> Only for Dedicated/Heavy Actives
Rain (but so does everywhere most point out)
Poor food (3 groups)
Roads are poor (3 groups)
Poor shops (2 groups)
Long distances between things (2 groups)
Scarred by Industry/slag heaps ( 2 groups)
Poor choice of accommodation (especially premium) 2 gps
UNFRIENDLY/Don’t feel welcome
The Bridge (have to pay!)
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Types of Countryside Break WALES seen as suitable for
Heavy
Actives
Dedicated
Actives
Light
Actives
Browsers
More appealing if countryside combined with
coastal trip or ‘sea’ alternative
Static
No Centre Parcs type
Don’t imagine health
farms etc
+ NOT PERCEIVED AS FAMILY DESTINATION (those been as family feel good)
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Types of Break Wales perceived to be good at
GIVEN IMPORTANCE OF HAVING AVAILABLE ACCOMMODATION
(& likelihood to choose another destination if can’t find preferred type)
IMPORTANT TO LOOK AT PERCEPTIONS OF WALES AS DESTINATION BY
TYPE OF VISITOR AND ACCOMMODATION ………
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Wales perceived as destination for:
Browsers
Luxury 4*+
Light
Actives
Heavy
Actives
Dedicated
Actives
Widely held perception of BIG GAP here – to communicate in mass
communication would benefit unsophisticated image as a whole
Standard
Hotel
B&B
Self catering
Camping
Caravanning
etc
ALL would appreciate Better food
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Summary
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Wales – Summary
Key Barriers to Wales as a countryside destination:
Too wild/remote, Just Mountains
FOR DEDICATED, HEAVY WALKERS
Perception of LITTLE TO DO – Places
of Interest, Towns & villages, shops
DATED/OLD FASHIONED
Poor food
Feeling unwelcome
BIG BARRIER FOR SOME BUT LOTS
FOR WHOM THIS IS A LATENT FEELING
AND RELATIVELY LITTLE IMPORT IN
INITIAL DESTINATION DECISION
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
LOW APPEAL TO BROWSERS
AND LIGHT ACTIVES
+ FAMILIES
(But those most familiar say
Wales has lots to offer on
these fronts)
These are overall image issues
(not specifically countryside)
and need to be addressed
in any mass communication
Wales – What should they do?
Key Barriers
Too wild/remote, Just Mountains
FOR DEDICATED, HEAVY WALKERS
LITTLE TO DO – Places of Interest
Towns & villages, shops
DATED/OLD FASHIONED
Poor food
Feeling unwelcome
BIG BARRIER FOR SOME BUT LOTS
FOR WHOM THIS IS A LATENT FEELING
AND LITTLE IMPORT IN DECISION TO GO
What should they do?
TELL US WHAT IS THERE OTHER
THAN HILLS/MOUNTAINS AND
OUTWARD BOUND
Places of Interest, Natural Sights
Outdoor activities (anyone can do)
Shops and markets
‘Quaint’ towns and villages
Modernise/Liven it up/for young
Rather than old
Better food/pubs
Be more welcoming
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Summary
CRITICAL POINT:
Very little knowledge and perception of individual towns, cities
Only Heavy Actives and Dedicated want just countryside
Impressions of Cardiff amongst recent visitors are very positive
(as with previous research)
PROMOTION OF CARDIFF OR CITIES IN GENERAL -> WILL HELP TO ‘LIFT’
IMAGE & MODERNISE IT – RUB OFF ON COUNTRY AS A WHOLE AND COUNTRYSIDE
“If they could extend the Cardiff magic up the valleys – there
could be an element of romance.” (Post family, ABC1)
Other possibilities for lifting image in general:
•Actively promoting Wales as ‘luxury’ countryside destination ->
knock on effect on perceived sophistication front
•PR activity on ‘modern’ Welsh figures or developments
•Attracting Foodies in one way or another
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Clear Opportunity for developing OR communicating….
DESTINATION FOR BROWSERS
AND LIGHT ACTIVES
DESTINATION FOR FAMILIES
DESTINATION FOR INDULGENT/ROMANTIC BREAKS
(ASSUMING ACCOMMODATION REQUIREMENTS CAN BE MET)
IMPORTANCE OF PROVIDING WELCOME, CUSTOMER SERVICE and
GOOD FOOD SHOULD NOT BE UNDER ESTIMATED
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
IDEAL – for Browsers/Light Actives (non-family)
Nice To Haves
Essentials
ACCOMMODATION CHOICE
Across all types of accommodation
Short Breaks – tend to be hotel, B&B
Longer – some self cater
GOOD FOOD
& DRINK CHOICE
TOWNS & VILLAGES TO VISIT
DIVERSITY OF THINGS TO DO
Entertainment – ESPECIALLY shops/markets
Places of Interest – Diversity is key
Natural Sights
BROWSERS
AND LIGHT ACTIVES
Information on Things to Do
at local accommodation ideally
Clearly marked and good choice
of ‘easy footpaths
Suggested itineraries
Choice of outdoor activities (some
not important at all)
Will also help to attract Dedicated Actives with Browsers
AREAS THAT CAN DELIVER ON ESSENTIALS – MOST LIKELY TO SUCCEED
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
IDEAL – for Families
Nice To Haves
Essentials
LOTS TO DO FOR FAMILIES
ACCOMMODATION CHOICE
Self-catering particularly important
here
Entertainment – shops + pools +
in-door play + train/boat trips
Outdoor Activities – organised and
Non (e.g. bike hire, adventure playgrounds)
Natural Sights – waterfalls, lakes, caves
nature reserves
FOR FAMILIES
Town/village near by
Child-friendly restaurants
Information on Things to Do
at local accommodation ideally
Places of Interest – castles
- museums child
friendly
Suggested itineraries
IF WITHIN EASY REACH OF COAST – DUAL MARKET COUNTRYSIDE &
COAST. IF NOT POSSIBLE ‘SEA’ ALTERNATIVE E.G. LAKE
AREAS THAT CAN DELIVER ON ESSENTIALS – MOST LIKELY TO SUCCEED
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
Suggestions:
MOST IMPORTANTLY
Information Packs/cards aimed at:
Browsers } IDEALLY NEED TO BE UNIQUE
Families } TO EACH GROUP
Suggestions of Things to Do
DIVERSITY IS KEY
Include brief information, best time to go
contact numbers etc
Brief itineraries but can pick & choose
Promotions/pr on ‘Luxury’/Indulgent breaks
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004
AVAILABLE ON INTERNET
+
AT DESTINATION (ideally
in the accommodation)
Suggestions:
Niche Possibilities:
Families and possibly some others:
•Farmers markets, with demonstrations/opportunity to see animals
•Fishing Instruction
•Christmas Fair type events to attract out of season (rel. close to key
catchment areas)
Browsers: Informal but organised short walks
with a guide – local flora & fauna, historic sights etc
Browsers (esp with Dedicated Active):
Short (max 3 hour) courses e.g. wine tasting, cooking, painting etc
Special Interest Breaks – suggestions rather than complete package
Specifically Castle Breaks, Garden Breaks – again as do for some act
as a catalyst
Lists of dog friendly accommodation! (on internet)
Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004