Transcript Bath Visitor Survey 2014 Draft report

Bath Visitor Survey 2014
Presentation of Key Findings
Diane Goffey, Director
The South West Research Company Ltd.
Bath Tourism Members’ Forum - 10th March 2015
Survey Background
•
In 2013 Bath attracted approximately:
- 967,000 staying visits from UK and overseas visitors, combined with 4.8 million day visits
- Generating an estimated £405 million pound’s worth of visitor spend in the local economy
- 9,300 jobs within the area are tourism related - 10% of all employment in BANES
(Source; Value of Tourism 2013 – South West Research Company Ltd.)
•
During 2013 the city of Bath moved up to 13th in the top 20 list of UK cities for a staying visit by international
visitors from 16th place during 2011 and 2012.
•
Last visitor survey undertaken in the city 2010.
•
BTP keen to undertake further research during 2014 to provide up-to-date profile of visitors and visit
characteristics to the city and to compare with the results from the previous surveys undertaken to identify any
emerging trends in the profile of tourism in the city.
•
In addition, keen to understand the nature of shopping trips made to the city to examine the shopping visitors’
profile and visit characteristics in more detail.
•
Important that the research also provided BTP with a clearer understanding of satisfaction levels with shopping
in the city compared with other competitor destinations and the motivations behind shopping visits made to the
city.
Methodology
•
Extended face to face interviewing period during 2014 as well as an online version of the survey used for the
first time. Also significant changes in terms of the range of issues covered and the questions asked.
•
1,043 face-to-face interviews in six key locations across the city commencing on Friday 9th May and continuing
through until the 31st October 2014. (approx. 400 sample in previous years, typically end June to beginning of
Sept).
•
Six interview sites : Train station/Vaults area, Royal Crescent, Milsom Street, Terrace Walk, Kingston Parade
and outside Marks & Spencer.
•
An incentivised online survey was also set up and the link emailed out to a database of Bath Tourism Plus’s
information requesters during November 2014 and remained live until the end of November 2014.
•
1,000 useable online surveys were submitted and analysed as part of the 2014 research.
•
A total of 629 respondents (out of the total 2,043 taking part in the survey) were categorised as a ‘shopper’ or
31% of the overall sample i.e. had selecting ‘shopping’ as an activity they were/had taken part in during their
visit to Bath and considering going shopping to have been ‘very’ or ‘quite’ important in their decision to visit
Bath.
•
Not possible to cover all results today – snapshot only!
Visitor type by segment
100%
20%
24%
15%
16%
26%
23%
16%
27%
80%
60%
44%
day
40%
visitors
48%
38%
55%
45%
51%
59%
74%
62%
20%
38%
37%
29%
24%
33%
18%
10%
11%
0%
ALL COMBINED
F2F
Day visitor
F2F 2010
ONLINE
SHOPPERS
Staying overnight in Bath
NON-SHOPPERS
FIRST TIME
REPEAT
Staying overnight outside of Bath
Group composition by segment
(F2F ONLY)
REPEAT
89%
FIRST TIME
11%
94%
NON-SHOPPERS
6%
92%
SHOPPERS
8%
88%
STAY OTHER
12%
96%
STAY BATH
4%
92%
DAY
8%
87%
F2F 2010
13%
89%
F2F
11%
75%
0%
20%
40%
Adults only
25%
60%
Adults with children
80%
100%
Age group of immediate party by segment
(F2F ONLY)
100%
39%
aged
80%
55+
20%
15%
18%
20%
27%
19%
25%
21%
18%
21%
18%
17%
19%
18%
20%
19%
15%
22%
60%
19%
40%
15%
21%
12%
10%
8%
11%
20%
13%
19%
17%
10%
21%
12%
10%
16%
9%
8%
F2F
F2F 2010
DAY
16-24 YRS
5%
STAY BATH
25-34 YRS
15%
10%
11%
STAY OTHER
35-44 YRS
10%
9%
10%
14%
7%
14%
11%
16%
8%
0-15 YRS
10%
7%
11%
0%
20%
19%
7%
8%
17%
19%
20%
8%
8%
SHOPPERS
NON-SHOPPERS
45-54 YRS
4%
FIRST TIME
55-64 YRS
10%
10%
REPEAT
65+ YRS
Postal town – ALL RESPONDENTS
%
Postal town – ALL RESPONDENTS
Bath & North East Somerset (BANES) postal
town (EXCL. BA1 and BA2) Sub –total
4%
Other South West postal
town Sub-total
17%
Trowbridge
1%
Bristol 5%
Radstock, Midsomer Norton, Holcombe, Coleford
1%
Swindon 4%
Other BANES
2%
Gloucester 2%
Dorchester 1%
Exeter 1%
Salisbury 1%
Taunton 1%
Torquay 1%
Truro 1%
Postal town – ALL RESPONDENTS
Other UK postal town Sub-total
London
Birmingham
Brighton
Guildford
Cambridge
Canterbury
Cardiff
Chelmsford
Colchester
Coventry
Dartford
Derby
Edinburgh
Ipswich
Kingston Upon Thames
Leicester
Manchester
Medway
6%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
%
52%
Milton Keynes
Newport
Northampton
Norwich
Nottingham
Oxford
Peterborough
Portsmouth
Reading
Redhill
Royal Tunbridge Wells
Sheffield
Shrewsbury
Southampton
Stevenage
Swansea
Watford
Worcester
Other UK
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
8%
Country (overseas) –
ALL RESPONDENTS
Overseas
%
28%
USA
Australia
Germany
Eire
Belgium
Canada
Denmark
France
Italy
Netherlands
Norway
Spain
Switzerland
6%
5%
3%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
Main reason for visiting Bath by segment
100%
4%
8%
80%
6%
5%
2%
12%
6%
2%
2%
4%
6%
3%
7%
4%
6%
3%
2%
5%
2%
2%
3%
9%
5%
3%
7%
24%
29%
9%
8%
60%
40%
6%
77%
84%
84%
91%
83%
84%
71%
63%
56%
20%
0%
ALL COMBINED
F2F
Leisure/holiday
F2F 2010
VFR
ONLINE
Special shopping trip
DAY
STAY BATH
STAY OTHER
Business/conference
SHOPPERS
NON-SHOPPERS
Language student
Average length of stay was 2.47 nights
Average duration of a day trip to the city was 5 hours 21 minutes
Other
First time visit/repeat visit by segment
NON-SHOPPERS
49%
SHOPPERS
51%
26%
74%
STAY OTHER
54%
STAY BATH
46%
47%
DAY
53%
19%
81%
Online
49%
F2F 2010
51%
42%
F2F
58%
35%
ALL RESPONDENTS
65%
42%
0%
20%
+7%
2014
58%
40%
First time visit
60%
Repeat visit
80%
100%
Transport by segment
100%
3%
2%
5%
8%
8%
4%
4%
5%
15%
6%
11%
80%
7%
26%
26%
15%
27%
60%
+9%
2014
18%
40%
58%
54%
50%
41%
20%
0%
ALL COMBINED
Car, van etc.
F2F
Train
Bus/coach service
F2F 2010
Coach tour
ONLINE
Walked
Bicycle
Other
Activities participated in
Other
% total
participation
93%
Socialising/meeting friends/family
80%
Attending an event
14%
92%
Eating out
28%
69%
Spa visit
80%
Shopping
16%
36%
General day out
57%
64%
Sightseeing/visiting attractions
30%
21%
0%
Not taken part in
54%
20%
Taken part in
40%
3%4%
7%
6%
20%
6%2%
8%
3%
72%
4%
20%
7%
64%
6%
36%
79%
25%
60%
80%
Main reason for visit to Bath
100%
Activity participation during overnight visit to Bath - staying visitors only
60%
50%
47% 47%
46%
43%
41%
40%
30%
20%
28% 27%
28%
29% 28%
26%
24% 25%
21%
20%
18%
17%
15%
9%
10%
4%
2%
0%
ALL COMBINED
F2F
Walking in the countryside nearby to Bath
Touring the surrounding area
Day visits to other places outside of Bath
Visiting Stonehenge
Visiting the Cotswolds
Visiting Bristol
Cycling out from the city
ONLINE
Where obtained
information about
visiting Bath PRIOR TO
VISIT by segment
All
combined
F2F
On the Internet
52%
34%
27%
From a previous
visit/been before
36%
48%
Via family/friends
15%
Brochure/leaflet/
guide
F2F 2010 Online
First
Repeat
Stay Other time
visitor
visitor
Day
Stay Bath
71%
20%
67%
51%
69%
41%
46%
23%
68%
25%
27%
-
60%
15%
13%
14%
9%
17%
17%
23%
9%
14%
7%
13%
20%
7%
14%
21%
20%
9%
Tourist Information
Centre (TIC)
12%
2%
2%
22%
5%
16%
10%
15%
10%
Tourist Board/
Travel Agent
7%
3%
7%
11%
2%
7%
12%
10%
5%
Via a
recommendation
6%
6%
11%
7%
4%
7%
6%
11%
3%
Other
3%
4%
6%
3%
4%
3%
4%
5%
2%
Newspaper/
magazine
2%
1%
1%
2%
1%
2%
1%
2%
1%
Where obtained
information about
visiting Bath DURING
VISIT by segment
All
combined
F2F
Online
Day
From a previous
visit/I've been before
35%
46%
25%
66%
25%
27%
2%
59%
Via the Internet
35%
12%
59%
11%
47%
30%
45%
28%
Brochure/leaflet/
guide
28%
16%
42%
9%
36%
31%
40%
20%
Tourist Information
Centre (TIC)
23%
9%
37%
9%
29%
22%
29%
19%
Via family/friends
12%
10%
15%
7%
15%
12%
16%
10%
I have not sourced any
local information about
Bath during my visit
11%
17%
4%
13%
8%
16%
12%
9%
Tourist Board/
Travel Agent
9%
3%
14%
3%
10%
10%
10%
7%
Via a recommendation
Other
8%
3%
6%
4%
10%
3%
5%
2%
9%
3%
8%
5%
12%
4%
5%
3%
Newspaper/
magazine
1%
1%
2%
1%
2%
1%
1%
2%
First
Repeat
Stay Bath Stay Other time
visitor
visitor
Internet sites used
when searching for
local information
DURING VISIT to Bath
by segment – internet
users only
All
combined
F2F
Online
Day
www.visitbath.co.uk
81%
32%
90%
82%
81%
83%
85%
77%
Official Bath App
18%
9%
19%
16%
19%
14%
21%
14%
Other
12%
31%
8%
10%
12%
9%
10%
13%
Email
8%
20%
6%
6%
9%
6%
8%
8%
Twitter/Facebook
7%
22%
4%
4%
8%
3%
7%
7%
Text
2%
13%
1%
4%
3%
-
2%
2%
First
Repeat
Stay Bath Stay Other time
visitor
visitor
Shopping areas visited
100%
94%
81%
80%
81%
60%
45%
38%
40%
28%
20%
0%
Central Area/Stall Street
Milsom Street/Milsom Place
SouthGate
Upper Town
Western Area/Green Park Station
Artisan Area/Walcot Street
Shopper satisfaction scores
Satisfaction indicator –
ALL COMBINED RESULTS
2014
1 Ease of reaching/easy to get to
4.56
1
5.00
2 Availability of car parking
3 Cost of car parking
3.73
4.50
7
2
4.00
3.01
3.50
3.00
4 Variety of places to eat & drink
4.60
5 Quality of places to eat & drink
4.47
6 Quality of the shopping environment
4.62
7 Uniqueness of the shopping experience
4.40
Each indicator rated on a range of ‘1’ to ‘5’ scale where ‘1’ = ‘very poor’ (or
the most negative response), ‘2’ = ‘poor’, ‘3’ = ‘average’, ‘4’ =‘good’ and ‘5’ =
‘very good’ (or the most positive response), allowing a satisfaction ‘score’
(out of a maximum of five) to be calculated.
2.50
6
3
5
4
Likelihood of recommending Bath for shopping
purposes to friends/family
Shopping recommendation score
5%
All COMBINED
+62%
F2F
+63%
ONLINE
+60%
DAY
+63%
STAY BATH
+63%
STAY OTHER
+50%
FIRST TIME
+59%
REPEAT
+62%
28%
67%
Detractors (0-6)
Passives (7,8)
Promoters (9,10)
Visitor satisfaction scores
Satisfaction indicator
Score Rank Satisfaction indicator
Score Rank
General atmosphere
4.71
1
Accommodation - value for money
4.22
13
Feeling of welcome
4.63
2
Choice of nightlife/ evening
entertainment
4.14
14
Range of visitor attractions/
places to visit
4.59
3
Safety of parking
4.03
15
Accommodation - quality of service
4.52
4
Ease of parking
3.99
16
Quality of service at visitor
attractions/places to visit
4.48
5
Display maps & info boards
3.96
17
Range of places to eat & drink
4.48
6
Value for money of places to eat &
drink
3.94
18
Upkeep of parks & open spaces
4.43
7
Value for money of visitor
attractions/places to visit
3.90
19
Quality of service at places to eat &
drink
4.36
8
Pedestrian signs
3.89
20
Cleanliness of streets
4.32
9
Road signs
3.81
21
Ease of finding the TIC
4.31
10
Cleanliness of public toilets
3.71
22
Usefulness of information received at
the TIC
4.31
11
Cost of parking
3.30
23
Quality of service at the TIC
4.29
12
Availability of public toilets
3.09
24
Visitor satisfaction scores
Accomm - quality of service
5.00
Feeling of welcome
Accomm - VFM
General atmosphere
Ease of parking
4.50
Choice of nightlife/evening
entertainment
4.00
3.50
Upkeep of parks & open spaces
Cost of parking
Safety of parking
3.00
Cleanliness of streets
2.50
Range of visitor
attractions/places to visit
Quality of service at visitor
attractions/places to visit
Cleanliness of public toilets
VFM of visitor
attractions/places to visit
Availability of public toilets
Display maps & Info. boards
Range of places to eat & drink
Pedestrian signs
Road signs
Quality of service at places to
eat & drink
VFM of places to eat & drink
Overall enjoyment of visit to Bath
(F2F ONLY)
1%
1%
6%
Very low
Low
Average
High
Very high
Don't know
50%
42%
Mean satisfaction
score
(out of max. 5.00)
= 4.43
Likelihood of recommending Bath for a visit to
friends/family
1%
19%
79%
Detractors (0-6)
Passives (7,8)
Promoters (9,10)
Recommendation score
All COMBINED
+78%
F2F
+76%
ONLINE
+79%
DAY
+76%
STAY BATH
+80%
STAY OTHER
+75%
SHOPPER
+79%
NON-SHOPPER
+78%
FIRST TIME
+78%
REPEAT
+78%
SW REGION (2010)
+67%
Other SW
destinations
Range from
+42% to +63%
Bath Christmas Market 2014
Visitor Feedback Survey
Highlights
• Face to face survey conducted with 415 visitors throughout the duration of the market,
along with 646 online survey responses from BCM information requesters.
• 390,000 people are estimated to have attended the Market over the 18 day period
between Thursday 27th November and Sunday 14th December 2014.
-
74,000 on a staying trip (in Bath)
35,000 on a staying trip (outside Bath)
238,000 on a day trip
43,000 local residents.
• Attracted a good spread of visitors across all age groups.
• 70% of visitors were ABC1’s.
• 94% of visitors were in adult only groups.
• 70% of visitors were on a day trip /19% staying overnight / 11% local residents.
• Three quarters of visitors indicated that it was their main reason for visiting Bath.
• 89% of visitors were on a repeat visit to Bath.
• 84% had/or planned to do other shopping in Bath / 74% had/or planned to have a meal
out / 20% had/or planned to visit a tourist attraction in the city including:
% of those who had or planned to visit a tourist attraction in Bath
Bath Abbey
52% (9% all)
Jane Austen Centre
9% (2% all)
Roman Baths
43% (8% all)
Fashion Museum
6% (1% all)
Thermae Bath Spa
24% (5% all)
Santa’s Grotto
3% (<1% all)
Bath on Ice
13% (2% all)
• 82% of visitors had been to Milsom Street and 75% to SouthGate.
• The average length of time spent at the market was 3 hours 55 minutes.
• 3% increase in the proportion of visitors arriving by train compared with 2012.
• Visitors rated their overall satisfaction with the Market very high at 4.57 out of max. 5.00.
• Highest levels of satisfaction were with the quality of stalls (4.65) and range of stalls (4.57).
• Market achieved a high recommendation score of +66%.
• All influenced spend (by visitors influenced to visit Bath by the presence of the Christmas
Market in the city/main reason for visit) was estimated at approximately £20.2 million.
Of this:
• Approx. £5.2m was spent within the Christmas Market
and
• Approx. £15m elsewhere across the city including other shopping, food & drink,
entertainment, travel and accommodation (increase from approx. £11.5m in 2012).
VISITOR SPEND BY CATEGORY 2014 (£/per person/per day)
All spend at
Bath
Christmas
Market
Shopping
elsewhere
in Bath
Eating &
drinking
elsewhere
in Bath
Attractions/
Entertainmen
t
£25.92
£29.84
£14.69
£1.89
Travel &
Accommodation
transport in in Bath (staying
Bath
visitors only)
£3.47
£31.79
• All associated spend (by all visitors whether influenced to visit by the presence of the
market or not) was estimated at approximately £28.2 million.