Visitor Experience and Expectations Research (VEER) … Us/Documents/2016 17 VEER... · represent a...
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Visitor Experience and Expectations Research (VEER) 2016-17 August 2017
Transcript of Visitor Experience and Expectations Research (VEER) … Us/Documents/2016 17 VEER... · represent a...
Visitor Experience and Expectations Research (VEER)2016-17
August 2017
Contents
1Executive Summary 3
2Visitation 6
3Motivations 12
4Experience 16
5Aboriginal Experience 27
6Advocacy 37
3
Executive Summary
Significant difference testing has been included throughout this report. The green squares /upward
pointing arrows represent a significantly higher score and the red squares/downward pointing arrows
represent a significantly lower score at 95% confidence level. Significant difference testing has been shown between years and 2016-17 total against visitor type
subgroups
Comparison
The survey involved 400 face to face intercept interviews with international and interstate visitors on holiday in WA
for 2 or more nights and Western Australian residents who were currently on a WA short break/holiday or who
had holidayed in WA in the past 6 weeks.
Sample
The research objective was to better understand visitor experiences in Western Australia. The survey
measured visitors experiences, expectations and general thoughts of WA and their holiday
Objective
BACKGROUND AND METHODOLOGY
Fieldwork was conducted by Thinkfield in 2016-17 over three waves using a 10 minute survey.
Wave 1: October 3 – October 30, 2016 Wave 2: January 6 – February 8, 2017
Wave 3: April 8 – May 1, 2017
Timeline
Total Intrastate Interstate InternationalKings Park 80 20 21 39
City of Perth 71 15 35 21Perth Visitor Centre 23 1 6 16
Elizabeth Quay 59 15 25 19Fremantle 46 12 15 19Mandurah 37 31 5 1
Other Perth 84 39 19 26TOTAL 400 133 126 141
Sample Structure
TNS Australia Pty Ltd (trading as Kantar TNS) is ISO accredited to 20252:2012 and is compliant with this internal quality standard. This report has been conducted in accordance with ISO 20252:2012 international standards.
Executive Summary
5
1. Visitors continue to be very satisfied with their holiday in Western Australia. In 2016-17 nearly all (99%) rated their experience positively, with ahalf (50%) describing their trip as ‘excellent’ – a 12% increase over the last five years.
2. The scenery/environment that is offered by a holiday in Western Australia is the main motivation for visitation. It is also what visitors describe astheir favourite aspect of their trip. Thus, expectations of nearly all visitors (99%) were easily met in 2016-17, and for over half (56%) surpassed.
3. Advocacy to recommend Western Australia as a holiday destination to others is high, with nearly all visitors in 2016-17 (97%) willing to endorse their trip.
4. Value for money of a Western Australian holiday was seen as ‘poor’ or ‘extremely poor’ to nearly a fifth (17%) of all visitors in 2016-17, driven by a quarter (26%) of international visitors. It remains at similar levels to those seen five years ago, with complaints mostly due to the cost incurred whilst on holiday including the price of food, drink and accommodation.
5. Aboriginal tourism in Western Australia continues to be of great interest to visitors (at 78% in 2016-17) and has grown in enthusiasm 19% over the past five years. Participation levels however remain low (at 21% in 2016-17), and have declined 5% in five years. There is a clear opportunity to capitalise on the increased interest in Aboriginal tourism in Western Australia.
SUMMARY OF KEY FINDINGS
6
Summary of findingsVisitation
Visitors to Western Australia surveyed in 2016-17 consisted of mainly couples, family groups and solo travellers. A slight skew to females was also evident.
SOURCE: S6. Gender S5. Which of these age groups do you belong to? S8. Do you live in Western Australia or are you are you visiting from another State or overseas? S9. Who did you travel with on your most recent inWA?BASE: All respondents n=400.
4753
2 8 19 16 15 20 17 4
33 32 3521 1
4026
11 4 0
Gender Age Location Travel Group
2016-17 Visitor sample profile– by Gender, Age, Location and Travel Group
%Location proportions have been controlled via quotas and do not
represent accurate visitor breakdowns.
Age proportions have been controlled via quotas and do not represent accurate visitor breakdowns.
Of all visitors that were surveyed, intrastate visitors contained the highest proportion of family groups and a significantly smaller number of those aged 55+. Majority of Intrastate visitors surveyed were from metropolitan Perth.
8
2016-17 Intrastate visitor sample profile– by Gender, Age, Location and Travel Group
%
SOURCE: S6. Gender S5. Which of these age groups do you belong to? S1a. And do you live in the Perth Metro area, or somewhere else in WA?S8. Do you live in Western Australia or are you are you visiting from another State or overseas? S9. Who did you travel with on your most recent in WA?BASE: Intrastate visitors n=133.
4753
2938
28
89
11 6 329
44
14 9 0
Gender Age Location Travel Group
33
Interstate visitors contained the highest proportion of couples and over half fell into the 55+ age category. Visitors from interstate surveyed were mainly from Victoria, New South Wales, and Queensland, with two thirds repeat visitors to Western Australia.
9
32
2016-17 Interstate visitor sample profile– by Gender, Age, Location and Travel Group
%
SOURCE: S6. Gender S5. Which of these age groups do you belong to? S1b.What State do you normally live in? S8. Do you live in Western Australia or are you are you visiting from another State or overseas?S9. Who did you travel with on your most recent in WA?BASE: Interstate visitors n=126.
49 51
1829
53
28 29 2510
8 251
55
15 6 1 0
Gender Age Location Travel Group
First time visitors 33%
International visitors contained the highest proportion of solo travellers, as well as a large number of couples. Visitors therefore tended to be on the two ends of the age spectrum (under 35 years old and over 55 years old). International visitors surveyed were mostly from England or other European regions and around half were repeat visitors to Western Australia.
10
2016-17 International visitor sample profile– by Gender, Age, Location and Travel Group
%
SOURCE: S6. Gender S5. Which of these age groups do you belong to? S1c. And what country do you usually live in? S8. Do you live in Western Australia or are you are you visiting from another State or overseas? S9.Who did you travel with on your most recent in WA?BASE: International visitors n=141.
3545
55
3425
4032
96
30
11
32
0
38
18 13 1 1
Gender Age Location Travel Group
First time visitors 53%
Other than Perth, the South West was the most visited location in 2016-17 with a third having visited the region. The length of stay among the visitor types varied, with international visitors more likely to experience Western Australia the longest and intrastate visitors managing shorter trips.
11
SOURCE: S7. Which of these regions have you stayed/ did you stay overnight on your current/ most recent holiday or break?S3a. How many nights… Do you plan to be away from home? Do you plan to be in WA?BASE: All respondents n=400; Intrastate visitors n=133; Interstate visitors n=126; International visitors n=141.
5%
11%15%
75%
33%
2016-17 Regions visited 2016-17 Length of visit– by Visitor Type
23
35
29
11
2
1
2
14
23
33
14
14
1
8
16
18
28
28
Less than 2 nights
2 nights
3 to 4 nights
5 to 7 nights
8 to 14 nights
15 to 28 nights
More than 28 nights
Intrastate Interstate International
12
Motivation
To qualify for the survey, all visitors had to be travelling for holiday/leisure purposes. Two in five interstate visitors and almost half of international visitors were also visiting friends and relatives living in Western Australia
13
100
35
5
4
1
0
1
Holiday/leisure
Visiting friends/relatives
Working holiday
Event
Business
Education
Other
SOURCE: S4. What are/what were your reasons for taking a short break or holiday in Western Australia?BASE: All respondents n=400; Intrastate visitors n=133; Interstate visitors n=126; International visitors n=141.
2016-17 Reasons for travel– by Visitor Type
%Intrastate Interstate International
100 100 99
14 42 48
1 2 11
2 10 1
0 2 1
0 0 1
2 0 1
The main motivation for travel to Western Australia among all visitor types was driven by environmental factors –including the beaches, coastal scenery and natural sights. Visiting family and friends (VFR) was also a factor that rated high among all. Intrastate visitors were significantly more likely to also be interested in physical based activities such as water based adventures and hikes.
14
61
39
26
25
22
13
12
11
8
6
23
27
Beaches / coastal scenery
Unique natural sights
Family and friends
Pristine natural environments
Good food, wine and local cuisine
Water based activities
Treks, trails and / or hikes
Cultural, educational / historical activities
Vibrant city life
Ability to attend a personal event
Less than 3 influencing factors
Other
SOURCE: Q26. Thinking about these factors, which 3 had the most influence on your decision to travel here?BASE: All respondents n=400; Intrastate visitors n=133; Interstate visitors n=126; International visitors n=141.
2016-17 Motivations for travel– by Visitor Type
%Intrastate Interstate International
61 54 68
40 33 43
24 28 28
25 22 26
25 23 18
24 7 8
22 7 6
8 13 13
8 6 10
4 7 6
18 31 20
28 40 40
Friends and family in WA 20%
Not visited WA before 11%
Weather (much better and more enjoyable) 9%
Unique attractions (e.g. wildlife, coastline, activities, wineries etc.) 9%
Suited the timeframe available for travel 9%
Only a small proportion of visitors (14%) considered another location when booking their holiday in/to WA. Of those who were contemplating another destination, friends and family were the main driver of choice to Western Australia along with the ‘new’ experience and weather.
15
14
Intrastate Interstate International
15 10 16
SOURCE: Q27. When thinking about booking this holiday in Western Australia, were you considering any other destinations outside of Western Australia?BASE: All respondents n=400; Intrastate visitors n=133; Interstate visitors n=126; International visitors n=141.Q27a. What encouraged you to book your holiday in WA? What was the trigger? BASE: Those considering another destination n=55
1
2
3
4
5
2016-17 Consideration of other destination– by Visitor Type
%
2016-17 Top drivers of WA choice
Total
16
Summary of findingsExperience
Visitors to Western Australia continue to be very satisfied with their holiday. In 2016-17, 99% described their experience as ‘excellent’, ‘very good’, or ‘good’. There has however been a slight decline in the extent of visitors experience over the past year, with more ‘good’ than ‘excellent’ reviews received in 2016-17 compared to 2015-16.
17
Overall Experience– by Year
%
SOURCE: Q1. Using this scale, could you please rate your holiday in Western Australia.BASE: All respondents, 2016-17 n=400; 2015-16 n=400; 2014-15 n=401; 2013-14 n=400; 2012-13 n=400.
99 99 98 99 99
86 86 86 89 86
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
Nett: Excellent/ Very Good
Nett: Excellent/Very Good / Good
Although there has been a slight decline in ‘excellent’ experiences over the last year, when compared to five years ago (2012-13) there has been a 12% increase. This has been driven by a significant increase in 2014-15 and continued high performance since.
18
Overall Experience– by Year
%
SOURCE: Q1. Using this scale, could you please rate your holiday in Western Australia.BASE: All respondents, 2016-17 n=400; 2015-16 n=400; 2014-15 n=401; 2013-14 n=400; 2012-13 n=400.
3834
4953
50
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
Excellent
In 2016-17 there was little differentiation in experience among the visitor types, however those who were visiting from interstate were less likely to perceive their holiday in Western Australia as ‘excellent’.
19
1
21
14
14
14
12
36
31
43
35
50
53
43
52
86
83
86
88
Total (400)
Intrastate (126)
Interstate (133)
International (141)
2016-17 Experience– by Visitor Type
%
SOURCE: Q1. Using this scale, could you please rate your holiday in Western Australia.BASE: All respondents n=400; Intrastate visitors n=133; Interstate visitors n=126; International visitors n=141..
Poor Fair Very good ExcellentGood
Top 2 Box
35
15
11
11
7
7
7
Landscape / Environment
Weather / Climate
Relaxing Atmosphere
Attractions and activities
Social aspects (friends and family)
Accommodation
People / customer service
Nearly all visitors (99%) mentioned something positive about their holiday in Western Australia. They were most complimentary about the Western Australian landscape including the beaches, coastline, national parks and river.
20
SOURCE: Q2. What was the main thing you liked? Why did you give your WA holiday that rating? FIRST RESPONSE ONLYBASE: All respondents n=400.
2016-17 Experience
% “Views at kings park.””
“Stunned by coastal scenery, unexpected scenery.”
“The area offered beach, mountains, and bush.”
“The beaches they are beautiful, lovely blue sea.”
“Magnificent weather.”
“Perth is a city but doesn't feel like a city, its more relaxed.”
“The peace and quiet.”
“Different new things I've never seen or heard of – breathtaking. I am from the country – don't see things like this every day.”
Mentions 5% of more shown.
Western Australian holiday’s continue to surpass the expectations of more than half the visitors. A slight increase has also been recorded in 2016-17, driven by a higher proportion of visitors selecting ‘somewhat better than expected’ rather than ‘about as expected’.
21
Overall Expectations– by Year
%
SOURCE: Q3. And using this scale, could you please rate whether or not your holiday in Western Australia met, exceeded or fell below your expectations.BASE: All respondents, 2016-17 n=400; 2015-16 n=400; 2014-15 n=401; 2013-14 n=400; 2012-13 n=400.
51 52 53 5256
98 98 98 98 99
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
Nett: Much/ Somewhat better
Nett: Met or Surpassed
Interstate and International visitors were more likely to have their expectations surpassed. International visitors appeared to be the most pleasantly surprised, with nearly a quarter answering that their holiday was ‘much better than expected’.
22
1
1
1
1
1
43
48
40
40
36
34
40
35
20
17
19
23
56
50
59
59
Total (400)
Intrastate (126)
Interstate (133)
International (141)
2016-17 Expectations– by Visitor Type
%
SOURCE: Q3. And using this scale, could you please rate whether or not your holiday in Western Australia met, exceeded or fell below your expectations.BASE: All respondents n=400; Intrastate visitors n=133; Interstate visitors n=126; International visitors n=141.
Much worse Somewhat worse Somewhat better Much betterAbout as expected
Top 2 Box
Just over half of all visitors to Western Australia surveyed in 2016-17 perceived their holiday to be of ‘good’ or ‘extremely good’ value for money. However 17% of all visitors still perceive WA to be of ‘poor’ or ‘extremely poor’ value for money – a significant increase from last year. This increase was driven from more visitors recording a ‘poor value’ response, as opposed to ‘average value for money’.
23
Overall Value for Money– by Year
%
SOURCE: Q7. Now using this scale, could you please rate the overall value for money of your holiday in Western Australia?BASE: All respondents, 2016-17 n=400; 2015-16 n=400; 2014-15 n=401; 2013-14 n=400; 2012-13 n=400.
18 18 15 1217
4538
4554 54
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
Nett: Extremely poor/ Poor
Nett: Extremely good/ Good
International visitors were the most likely to perceive their holiday as poor value for money, with a quarter citing disappointment in this facet of their trip. Those who were more familiar with Western Australia through a greater proximity, were less likely to believe their holiday was poor value for money.
24
14
8
13
21
3
2
1
5
30
26
28
34
41
44
45
33
13
20
13
7
54
65
58
40
Total (400)
Intrastate (126)
Interstate (133)
International (141)
2016-17 Value for Money– by Visitor Type
%
SOURCE: Q7. Now using this scale, could you please rate the overall value for money of your holiday in Western Australia?BASE: All respondents n=400; Intrastate visitors n=133; Interstate visitors n=126; International visitors n=141.
Extremely poor Poor Good Extremely goodAverage
Top 2 Box
61
21
9
7
5
Nett: Positive mentions
Accommodation
Food / drinks / shopping
Attraction / Place
Tours / Travel
25
SOURCE: Q8. What was the main thing that was good value? Why did you give that rating? FIRST RESPONSE ONLYBASE: All respondents n=400.
2016-17 Value for Money– Good value
%
61% of all visitors had something positive to say about the value for money of their holiday. Most compliments were around the price of their accommodation in Western Australia, with a fifth pleased with the value received.
“The accommodation was good value we were overlooking the beach.”
“Accommodation was good value for a large home.”
“Accommodation was not expensive, quality and good value for what we paid.”
“The food - especially sea food and wine.”
“Sea food is very good value.”
“The food is cheap meals are well priced at restaurants.”
“Tourists attractions reasonable prices.”
“Plenty of available places that didn't cost money for e.g. Kings Park and the Cultural Centre/ Fremantle wandering around looking at the buildings.”Mentions 5% of more shown.
38
12
10
9
Nett: Negative mentions
Food / drinks / shopping expensive
Expensive / poor value for what you get
Accommodation expensive
26
SOURCE: Q8. What was the main thing that was poor value? Why did you give that rating? FIRST RESPONSE ONLYBASE: All respondents n=400.
2016-17 Value for Money– Poor value
%
A large portion of visitors (38%) were disappointed with the value for money of their holiday. Visitors main complaints were around the cost incurred whilst on holiday including food, drink and accommodation. Some visitors also felt that the price paid for products/services were not adequate in terms of what was received. For international visitors, their main criticism was the price and quality of food in restaurants/cafes.
“Everything is expensive – food, eating out, and clothes.”
“Groceries much more expensive here.”
“Drinks and food more expensive and poorly presented.”
“Just about everything lot more expensive.”
“Things are more expensive than I thought they would be.”
“Accommodation very expensive.”
Mentions 5% of more shown.
27
Aboriginal Experience
Visitor interest in an Aboriginal activity or experience continued to far outweigh participation in the tourism offer in 2016-17. Over the past five years interest has grown 19% while participation has declined 5%. Currently the gap sits at a massive 57% difference between interest and actual participation.
28
Overall Interest and Participation in Aboriginal Tourism– by Year
%
SOURCE: Q12. Which of the following Aboriginal activities or experiences have/did you participate/d in during your holiday in Western Australia?Q13. And which of these experiences or activities would you be interested in, if they were easily accessible in Western Australia?BASE: All respondents, 2016-17 n=400; 2015-16 n=400; 2014-15 n=401; 2013/14 n=400; 2012-13 n=400.
2622 21 24 21
5966
7479 78
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
Total participation
Total interest
33 44 53 55 57
International visitors had the highest participation rates in Aboriginal tourism, whilst surprisingly intrastate visitors have the greatest interest. Going on a tour with an Aboriginal guide is seen as the most appealing tourism offer but recorded very low participation. Aboriginal galleries and viewing of arts/crafts was the most common activity participated in. Visitors indicated that most activities were free.
29
2016-17 Interest and Participation in Aboriginal Tourism– by Visitor Type
%
SOURCE: Q12. Which of the following Aboriginal activities or experiences have/did you participate/d in during your holiday in Western Australia?Q13. And which of these experiences or activities would you be interested in, if they were easily accessible in Western Australia?BASE: All respondents n=400; Intrastate visitors n=133; Interstate visitors n=126; International visitors n=141.
34
29
31
34
25
25
28
22
21
15
1
1
4
9
2
3
7
2
2
0
Go on tour with an Aboriginal guide
Saw Aboriginal dance, theatre orperformance
Visit an Aboriginal cultural centre
Visit an Aboriginal gallery
Experience Aboriginal interpretation on atour
Saw an Aboriginal site or Aboriginalcommunity
Saw any Aboriginal art, craft or culturaldisplay
Purchase Aboriginal art, craft orsouvenirs
Have some other interaction withAboriginal people
Stay in Aboriginal accommodation
Intrastate Interstate International
85 68 79
11 26 27
Interested
Participated
Interested Participated21
78
Total
2016-17 Participation in Aboriginal Tourism
%Gap
33
28
27
25
23
22
21
20
19
15
33
31
36
33
28
21
29
24
21
17
1
1
5
17
2
2
6
2
3
0
Intrastate visitors have the greatest interest versus participation gaps amongst all visitor types. They are the most interested audience, yet the one which participates in Aboriginal tourism the least.
41
34
30
40
25
31
32
27
20
17
1
0
2
2
2
2
5
2
1
0
Go on tour with an Aboriginal guide
Saw Aboriginal dance, theatre orperformance
Visit an Aboriginal cultural centre
Visit an Aboriginal gallery
Experience Aboriginal interpretation on atour
Saw an Aboriginal site or Aboriginalcommunity
Saw any Aboriginal art, craft or culturaldisplay
Purchase Aboriginal art, craft orsouvenirs
Have some other interaction withAboriginal people
Stay in Aboriginal accommodation
30
34
29
31
34
25
25
28
22
21
15
1
1
4
9
2
3
7
2
2
0
Gap
40
34
28
38
23
29
27
25
19
17
Gap
33
28
27
25
23
22
21
20
19
15
Gap
32
30
31
16
26
19
23
22
18
17
SOURCE: Q12. Which of the following Aboriginal activities or experiences have/did you participate/d in during your holiday in Western Australia?Q13. And which of these experiences or activities would you be interested in, if they were easily accessible in Western Australia?BASE: All respondents n=400; Intrastate visitors n=133; Interstate visitors n=126; International visitors n=141.
2016-17 Interest and Participation – by Visitor Type
%
Interested Participated
In 2016-17 the North West region had the greatest proportion of participation in an Aboriginal experience or activity. Perth and the South West received the lowest levels of participation, likely due to low availability of this tourism offer in the region.
31
21
61
36
33
24
20
Total
North West
Coral Coast
Golden Outback
Perth
South West
2016-17 Participation in Aboriginal Tourism– by Regions visited
SOURCE: Q12. Which of the following Aboriginal activities or experiences have/did you participate/d in during your holiday in Western Australia?Q13. And which of these experiences or activities would you be interested in, if they were easily accessible in Western Australia?BASE: All respondents n=400. Visitors to North West n=18, Coral Coast n=58, Golden Outback n=43, Perth n=298, South West n=133. *Please note small base size for North West.
%
For those visitors who had participated in an Aboriginal activity, the experience continues to be very positive. A significant increase in satisfaction was recorded in 2016-17, with a higher proportion selecting ‘excellent’, ‘very good’ or ‘good’. This was driven by a greater number selecting ‘good’ as oppose to ‘fair’.
32
Overall Aboriginal Experience– by Year
%
SOURCE: Q14. And using this scale, can you please rate overall the Aboriginal activities and experiences you experienced in Western Australia?BASE: All respondents who participated in an Aboriginal activity, 2016-17 n=85; 2015-16 n=95; 2014-15 n=83; 2013-14 n=86; 2012-13 n=102.
8983
90 9195
4640
4953
49
1117
10 95
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
Nett: Fair/ Poor
Nett: Excellent/ Very Good
Nett: Excellent/Very Good/ Good
International visitors were more likely to describe their Aboriginal experience as ‘excellent’, however Intrastate visitors recorded the highest levels of overall satisfaction.
33
4
7
6
1
3
46
29
58
43
36
57
24
39
13
7
12
16
49
64
36
55
Total (400)
Intrastate (126)
Interstate (133)
International (141)
2016-17 Aboriginal Experience– by Visitor Type
%
SOURCE: Q14. And using this scale, can you please rate overall the Aboriginal activities and experiences you experienced in Western Australia?BASE: All respondents n=85; Intrastate visitors n=14; Interstate visitors n=33; International visitors n=38. *Note small base size
Poor Fair Very good ExcellentGood
Top 2 Box
27
25
21
12
7
Good information / explanation /demonstration
Interesting / unique / unusual
Enjoyed art / culture
Good people
General / other positive aspect
34
SOURCE: Q15. What was the man thing that was poor/fair? What was good/excellent? FIRST RESPONSE ONLYBASE: Respondents who had participated in an Aboriginal activity n=85.
2016-17 Aboriginal Experience– Those who participated
%
Participants of Aboriginal tourism most enjoyed the information provided by their experience or activity, as well as the unique and different offering.
“Informative and educational.”
“Learning things we didn't know about the aboriginal prison on Rottnest.”
“Presentation of the Great Southern Museum in Albany was excellent.”
“It was interesting talking to them.”
“Everything was beautiful, outstanding and unusual.”
“Different culture that we have never seen before.”
“Interesting painting.”
“The colours of the painting.”Mentions 5% of more shown.
27
20
20
14
10
Not available
Not the reason for this trip
No time
Have previous experiences
Not interested
35
SOURCE: Q16. Can I ask why you chose to not participate in Aboriginal activities or experiences? FIRST RESPONSE ONLYBASE: Respondents who had not participated in an Aboriginal activity n=315.
2016-17 Deterrent of Aboriginal Experience– Did not participate
%
Visitors who had not participated in Aboriginal tourism cited the availability of activities and experiences as the key deterrent for participation. Over a quarter (27%) described how they had attempted to participate but were unable to due to sites being closed, not knowing where to find them, or nothing being available where they were visiting. The supply offering therefore does not appear to be matching the increase in demand for this type of tourism.
“Nothing came up when we travelling, one area closed.”
“Tried the cultural centre twice but it was closed when supposed to be open”.
“Don’t know how to get to them”
“Wasn't deliberate just wasn't available.”
“We weren't in areas where there was access to them.”
“We were there for a rest not for sight seeing.”
“Had other things on my agenda.”
“Not here long enough in Western Australia.”
“It was a brief stay.”Mentions 5% of more shown.
36
SOURCE: Q17. Why are you not interested in participating in an Aboriginal activity or experience in Western Australia?Why are you not interested in participating in another Aboriginal activity or experience in Western Australia?BASE: Respondents who were not interested in an Aboriginal activity n=75 and those who were not interested in an Aboriginal activity because they have previously had experience n=15.
2016-17 Deterrent of Aboriginal Experience– Not interested
%
For those who were not interested in participating in an Aboriginal activity or experience, the main reason cited was due to having a previous experience, or a lack of enthusiasm to participate.
Not interested in participating 45%
Have had previous experiences 40%
Did not have the time to participate 11%
1
2
3
2016-17 Deterrent of Aboriginal Experience– Not interested (those who have previously participated)
%
Have had previous experiences
Not interested in participating
1
2
“Doesn’t take my fancy.”
“Don’t enjoy things like this.”
“I’ve done it before, been to Alice Springs, Kununurra and Ayres Rock.”
“We’ve done it all before.”
“Done it elsewhere.”
“Seen it all in the Northern Territory.”
“Only here for four days so no time.”
“Don’t have time.”
Base size too small to report %
Base size too small to report %
37
Advocacy
Advocacy of Western Australia as a holiday destination remains very strong, with nearly all visitors surveyed likely to recommend WA. A slight decrease however can be seen in 2016-17, with more ambivalent responses.
38
Overall Advocacy– by Year
%
SOURCE: Q10. Using this scale, how likely are you to recommend Western Australia as a holiday destination to other people?BASE: All respondents, 2016-17 n=400; 2015-16 n=400; 2014-15 n=401; 2013-14 n=400; 2012-13 n=400.
2 1 2 1 1
95 94 97 99 97
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
Nett: Fairly unlikely/ Very unlikely
Nett: Fairly likely/ Very likely
Among the different visitor types, intrastate visitors indicated a higher likelihood to recommend Western Australia as a holiday destination.
39
1
1
1
11
2
1
4
2
21
19
20
23
76
80
75
72
97
98
95
96
Total (400)
Intrastate (126)
Interstate (133)
International (141)
2016-17 Advocacy– by Visitor Type
%
SOURCE: Q10. Using this scale, how likely are you to recommend Western Australia as a holiday destination to other people?BASE: All respondents n=400; Intrastate visitors n=133; Interstate visitors n=126; International visitors n=141..
Poor Fair Very good ExcellentGood
Top 2 Box
With Perth Stadium due to open in early 2018, specific questions about this venue were asked of visitors in 2016-17 to gauge awareness and interest. Unsurprisingly, awareness of the Perth Stadium and advocacy to return to Perth to attend an event at the stadium was significantly higher among intrastate visitors.
40
63
Intrastate Interstate International
95 50 45
SOURCE: Q29. Have you heard of the new Perth Stadium that’s due to open in 2018?Q30. How likely are you to return to Perth in the future specifically to attend an event at the new Perth Stadium?BASE: All respondents n=400; Intrastate visitors n=126; Interstate visitors n=133; International visitors n=141.
2016-17 Awareness of Perth Stadium– by Visitor Type
%
Total
21
33
13
47
8
38
63
9
17
6
9
17
33
19
11
7
42
3
5
24
75
22
16
Total (400)
Intrastate (126)*Other WA only
Interstate (63)
International (64)
Very unlikely Fairly unlikely Fairly likely Very likelyNeither
2016-17 Advocacy of Perth Stadium– by Visitor Type (those aware of Perth Stadium)
%
Top 2 Box
