The Countryside Experience Overview Presentation of Key Findings November 16 th 2004 Prepared for:...

The Countryside ExperienceOverview Presentation of Key Findings

November 16th 2004

Prepared for:

For more details: Tel 0115 960 5358.

Prepared by :

Objectives & Methodology

Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

Objectives

To improve the working group’s understanding of visitors’ attitudes to andexpectations of a countryside experience and to understand how Wales is perceived to deliver that experience

To explore in detail the role and expectations of key factors in destinationchoice:-> Accommodation-> Outdoor activities-> Food-> Non-active entertainment

Overall Objective

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 differby ‘type’ of trip

Specifically……

To examine the perceived and actual strengths and weaknesses of Wales as a countryside destination compared with other destinations


Method

6 GROUPS

2 Pre-family(aged 20-39 no kids)

2 Family(with kids aged 0-17)

2 Post Family(aged 40+, no kids under 18 at home)

ABC1 C1C2 ABC1 C1C2 ABC1 C1C2

All taken ‘countryside’ focussed break/holiday in last 12 monthsHalf ‘Active’, ‘Half Passive’ on last countryside trip

Main things did whilst on Countryside trip

Visiting towns, villages, going for easy walks/strollsVisiting places of interest, exhibitions, craft fairsBrowsing in shops and shopping, bird watchingPainting/craft things

Hiking/walking with maps, fishing, shootingGolfing, cycling, mountaineering/climbingCanoeing, sailing, rafting, horse riding

PASSIVE ACTIVE


Method

Groups conducted on 13th,17th,24th November 2003

Held in Bramhall (Manchester), Redditch (South of Birmingham) and Fleet (Nr. Reading)

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 outWales as a destination they are VERY UNLIKELY to visit in the futurefor short breaks/holidays

Half visited Wales for short break/holiday in last couple of years


Types of Countryside Tourist


Types of Countryside TouristTime doing

‘physical activity’

‘Static’Tourists

WANT TO STAY IN ONE PLACENo travelling/desire to explore

Dedicated Actives

Almost all time awaydoing specific outdoor activity

Heavy Actives

Majority of time away doing specific outdoor activity

(Not in rain, want some break!)

LightActives

Like to do outdoor activitybut interspersed with non-

energetic pastimes

BrowsersDo little energetic outdoor activitybut want to spend time exploring

the area


‘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 20%Light Actives 15%

Browsers 54%Statics 11%


Types of Countryside Tourist

Browsers LightActives

Heavy Actives

Dedicated Actives

The two extremes are often combinedi.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

PRE AND POST FAMILY LIFE STAGES

Often men only

USUALLY GO AS COUPLESUsually either groupor on own

Exception here:Golf (ABC1 South)

Families ----------------- Unlikely tobe families

NOT families –Dad may go on own


The Destination Decision Process


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

Destination ChoiceIn UK tends to be based on

Perception and/or experiencerather than reference to

literature etc

‘The Place’

The Place

Previous Research looking at cultural tourism:

Scenery(Landscapes) Architecture/

Settlements

People/way oflife

With specifically COUNTRYSIDE evident that:

Scenery takes precedence in decision+ the more ACTIVE the holiday the lessimportant the architecture and particularly the people


The Place

Scenery (Landscapes)

Architecture/Settlements

People/way of life

Browsers Dedicated Actives

Integral elements of The Place and importance in destination choice



‘THE PLACE’

ACCOMMODATION& Food

Accommodation Choice

Amount of time spend in accommodation

Desire for specific facilities e.g pools etc

If want to be in or out in evening

BUDGET limitationsPresence of kids or not

Presence of dog or not+CRITICAL

IN CHOICEOF TYPE

MAJORITY HAVE VERY DEFINITE PREFERENCES FOR TYPE OF ACCOMMODATION

Luxury (4*+)

Standard Hotels/PubsB&BsSelf CateringLuxury (4*+)

Camping, caravanningYHAs, walking barns etc

IF NOT AVAILABLE WILL CHANGE DESTINATION CHOICE


‘THE PLACE’

ACCOMMODATION& Food

THINGS TODO

Things to do……..

Places of Interest

CastlesGardensStately HomesAbbeys/cathedralsHistoric/literary sightsGalleries/museumsLiterary sights

Natural Sights

WaterfallsCavesLakes/reservoirsNature Reserves

‘Entertainment’SHOPS/MarketsCraft demonstrationsBoat trips, Train trips----------------------------Families:Entertainment parks, Farm parksIndoor activities e.g. soft playSwimming pools etc

Outdoor ActivitiesOrganised, supervised: e.g. Pony trekkingArchery, 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


SHOPS/markets‘Entertainment’

Boat/traintrips

Choice of Destination – for Browsers/Light Actives –Non-family

The Place

ACCOMMODATIONAND FOOD

ALL WANT TO PICK AND CHOOSE ‘OPTIONS’ – MAY HAVE PARTICULAR SLANT TO ONE GROUP E.G. PLACES OF

INTEREST

RED = PRE-REQUISITESBLUE = OPTIONS

WaterfallsCaves etc

Natural Sights

NatureReserves

THINGS TODO

‘Places ofInterest’Castles

NT typesights

Gardens Abbeys/cathedrals

Museums

GalleriesTheatres

Historic/Literary sites

Outdoor Activities

Outdoor Activities- organised

Facility to doSpecific activities

Choice of Destination – for Heavy/Dedicated Actives – non- family

THE PLACE

Accommodationand food

THINGS TO DO

‘THINGS TO DO’ FAR LESS IMPORTANTINDEED FOR SOME DEDICATED NO ROLE AT ALL

RED = PRE-REQUISITESBLUE = Nice to Haves

Does it have landscapes/facilities to do main

activity?

Choice of destination – for families

The Place

THINGS TODO

FOOD FAR LESS CRITICAL WHEN GO WITH KIDSTHINGS TO DO VERY IMPORTANT – WET WEATHER

ALTERNATIVES

RED = PRE-REQUISITESBLUE = OPTIONS

ACCOMMODATION

FOODXNatural Sights Waterfalls

/caves

Shops/marketsTheme

parksPools etc

‘Entertainment’

Farm Parks

NatureReserves

Boat/traintrips

Castles

Gardens

‘Places ofInterest’

Museums(child friendly)

Outdoor ActivitiesOutdoor Activities- organised

Facility to doSpecific activities

Food & drink

LOCAL FOODSSPECIALITIES

PARTICULARLYAPPEALING

Pubs

Olde Worlde characterTraditional Ale typeFriendly (provide local info)

WHOLESOME, COUNTRY FOOD

Restaurants

Varies enormously – achoice of styles/budgets ideal

From Michelin starred to localcurry house

Most demanding up-marketActivity + Indulgent breaks

LESS IMPORTANT WITH KIDS but still like family pub/restaurant facility

Browsers/Light Actives -> entertainment in the day too (tea shops)

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


Perceptions of CountrysideDestinations & Wales specifically


Perceived UK destinations for type of break


Heavy/Dedicated

Actives

Isle of WightSouth England

Golf? Scotland Wales

M. Biking?Lake District

Walking? Scotland (6)Lake District (3)Wales (3)PenninesNorthumbria

West CountryPeak District

FAMILIES?

‘Standard’?Cornwall/ Devon x 3Cotswolds x 2Peak District x 2Wales x 1

Lake District x 4

‘Luxury/treat’?BordersScotland

Lake District x 4Herts, WarickshireOxfordshire

Cotswolds


Image of Scotland, Lake District and CornwallO

vera

llFriendly if a little intimidating

Scotland is for:DEDICATED ACTIVES & LUXURY (+ cities)

Fun & relaxed

For: Families, BrowsersLight-Med Actives

Peaceful, warm & refined

For: EVERYONE. DedicatedActive -> Browser

Scotland South West Lake District

JOLLY, HAPPY Lively, spirited, drunkLoud, friendly (MAJORITY)Passionate, Strong, Quite fiery (Fans)

Bleak Bit dour, studious (3 people only)

Mood

Reliable older car, 4 wheel drive, old Land Rover, Rover middle agedC

ar

Musi

c

Bag pipes, Loud, Country Dance

Chilled out, Gentle, softFun, uplifting, bright

VW camper, VW BeetleSmall & smooth, tractor

FOLK, upbeat, Elgar

Peaceful, tranquilLaid back, gentleMellow, poetry

Volvo family estateFlash 4x4, Discoverynewish

CLASSICAL/ operaBeethoven, Pipe music


Wales – Projectives

WALES

UNINSPIRING FOR MOST + DATED(Even fans feel tinge of past it’s best)

Roast lamb/lamb (3)Leeks (2) Leek & potato soup (2)Fish and chips (2), Pie(“Bland anyway”)

If Wales were a meal?

If Wales were music?Choir, Male Voice choir (4 gps)Folk, HarpTom Jones/Stereophonics (1 gp)

If Wales were a car?Morris Minor, Allegro, Old mini (x4 groups)20 year old battered Land RoverMicra, Lada

4 wheel drive = new (1 person only)

Mood or Emotion?

NO

N-F

AN

S

Very tired, DowntroddenGrumpy, Dour, Glum

(2 gps)

Miserable, Stroppy,Angry, Rough, Unfriendly

(1 group +Individuals in 3 gps)

Fiery

FAN

S Relaxed, Peaceful,CalmLaid Back, Quiet

(3 gps + individuals in 2gps)


Wales as a Countryside Destination


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 - beautifulElan Valley – for biking

ALMOST ALL COASTALExcept Snowdonia

Minimal mention of BreconBeacons


Wales Countryside?

MOUNTAINS/Big hills

Sheep

FOR DEDICATED HEAVY ACTIVE WALKERSOutward bound, school/college groups

Minority who are most familiar -> Also for browsing as lots to see and do

FOR MAJORITY

“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.”


Strengths of the Welsh CountrysideA

lmost

ALL MOUNTAINS -> RELATED OUTDOOR ACTIVITIES

Especially walking

Greenness

Close to sea

Unspoilt countryside

Castles

Min

ori

ty

Fishing, cycling, golf3 Active Family people:Lots to do for familiesNatural sightsNature ReservesCastles, gardensIndustrial sightsOutdoor activities

Individual Dedicated Actives

2 individuals:History/heritage sights

Individuals:Friendly

7 INDIVIDUALS – LOTS TO DO & SEE


Weaknesses of the Welsh Countryside

Weaknesses

UNFRIENDLY/Don’t feel welcome

JUST MOUNTAINS -> Only for Dedicated/Heavy Actives

Rain (but so does everywhere most point out)

Scarred by Industry/slag heaps ( 2 groups)

Poor food (3 groups)Roads are poor (3 groups)Poor shops (2 groups)Long distances between things (2 groups)

Poor choice of accommodation (especially premium) 2 gps

The Bridge (have to pay!)


Types of Countryside Break WALES seen as suitable for

Dedicated Actives

Heavy Actives

StaticLightActives

Browsers

More appealing if countryside combined withcoastal trip or ‘sea’ alternative

No Centre Parcs typeDon’t imagine healthfarms etc

+ NOT PERCEIVED AS FAMILY DESTINATION (those been as family feel good)


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 ………


Wales perceived as destination for:


Heavy Actives

Dedicated Actives

Luxury 4*+

StandardHotelB&B

Self catering

CampingCaravanning

etc

ALL would appreciate Better food

Widely held perception of BIG GAP here – to communicate in masscommunication would benefit unsophisticated image as a whole

WALES OFFERING OF THINGS TO

DO OTHER THAN OUTDOOR ACTIVITIES

NEEDS TO BE BETTER COMMUNICATED

TO CREATE GREATER APPEAL HERE


Summary


Wales – Summary

Feeling unwelcome BIG BARRIER FOR SOME BUT LOTSFOR WHOM THIS IS A LATENT FEELINGAND RELATIVELY LITTLE IMPORT IN INITIAL DESTINATION DECISION

DATED/OLD FASHIONED

Poor food

Key Barriers to Wales as a countryside destination:

LOW APPEAL TO BROWSERSAND 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 addressedin any mass communication

Too wild/remote, Just MountainsFOR DEDICATED, HEAVY WALKERS

Perception of LITTLE TO DO – Placesof Interest, Towns & villages, shops


Wales – What should they do?

Too wild/remote, Just MountainsFOR DEDICATED, HEAVY WALKERS

LITTLE TO DO – Places of InterestTowns & villages, shops

Feeling unwelcome BIG BARRIER FOR SOME BUT LOTSFOR WHOM THIS IS A LATENT FEELINGAND LITTLE IMPORT IN DECISION TO GO

DATED/OLD FASHIONED

Poor food

Key Barriers

TELL US WHAT IS THERE OTHERTHAN HILLS/MOUNTAINS ANDOUTWARD BOUND

Places of Interest, Natural SightsOutdoor activities (anyone can do)Shops and markets‘Quaint’ towns and villages

Modernise/Liven it up/for youngRather than old

Better food/pubs

Be more welcoming

What should they do?


Summary

CRITICAL POINT:

Very little knowledge and perception of individual towns, citiesOnly 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


Clear Opportunity for developing OR communicating….

DESTINATION FOR BROWSERS AND LIGHT ACTIVES

DESTINATION FOR INDULGENT/ROMANTIC BREAKS (ASSUMING ACCOMMODATION REQUIREMENTS CAN BE MET)

DESTINATION FOR FAMILIES

IMPORTANCE OF PROVIDING WELCOME, CUSTOMER SERVICE and GOOD FOOD SHOULD NOT BE UNDER ESTIMATED


IDEAL – for Browsers/Light Actives (non-family)

BROWSERS AND LIGHT ACTIVES

Essen

tials

ACCOMMODATION CHOICEAcross all types of accommodation

Short Breaks – tend to be hotel, B&BLonger – some self cater

GOOD FOOD& DRINK CHOICE

TOWNS & VILLAGES TO VISIT

DIVERSITY OF THINGS TO DO

Entertainment – ESPECIALLY shops/marketsPlaces of Interest – Diversity is keyNatural Sights

Nic

e T

o H

aves

Clearly marked and good choiceof ‘easy footpaths

Choice of outdoor activities (somenot important at all)

Information on Things to Doat local accommodation ideally

Suggested itineraries

Will also help to attract Dedicated Actives with Browsers

AREAS THAT CAN DELIVER ON ESSENTIALS – MOST LIKELY TO SUCCEED


IDEAL – for Families

FOR FAMILIES

Essen

tials

ACCOMMODATION CHOICE

Self-catering particularly importanthere

LOTS TO DO FOR FAMILIES

Entertainment – shops + pools +in-door play + train/boat tripsOutdoor Activities – organised andNon (e.g. bike hire, adventure playgrounds)Natural Sights – waterfalls, lakes, caves nature reserves

Nic

e T

o H

aves

Places of Interest – castles - museums child friendly

Child-friendly restaurants

Information on Things to Doat local accommodation ideally

Suggested itineraries

Town/village near by

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


Suggestions:

MOST IMPORTANTLY

Information Packs/cards aimed at:

Browsers } IDEALLY NEED TO BE UNIQUEFamilies } TO EACH GROUP

Suggestions of Things to Do

DIVERSITY IS KEYInclude brief information, best time to gocontact numbers etcBrief itineraries but can pick & choose

AVAILABLE ON INTERNET+AT DESTINATION (ideallyin the accommodation)

Promotions/pr on ‘Luxury’/Indulgent breaks


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

Lists of dog friendly accommodation! (on internet)

Special Interest Breaks – suggestions rather than complete packageSpecifically Castle Breaks, Garden Breaks – again as do for some act as a catalyst


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