portrush visitor survey 2013
DESCRIPTION
PORTRUSH VISITOR SURVEY 2013. Background. - PowerPoint PPT PresentationTRANSCRIPT
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PORTRUSH VISITOR SURVEY 2013
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BACKGROUND Coleraine Borough Council is currently implementing the ‘Portrush
Regeneration Strategy Western Peninsula’ (PRS) document. As part of this process, the Council wished to undertake research to establish a robust set of key performance indicators to create a comprehensive and representative baseline with which to evaluate the vitality and vibrancy of Portrush.
The research will be used:
To measure progress and perceptions over time in implementing the Portrush Regeneration Strategy (PRS) alongside a series of other complementary key performance indicators.
To assess the town’s performance as a strategic tourism and leisure destination and to identify opportunities to enhance that function.
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BACKGROUND
The marketing research programme therefore constitutes a significant proportion of the baseline assessment and was designed to:
Establish a viable comprehensive baseline dataset reflecting visitors’ views and opinions on their immediate experiences and perceptions of Portrush.
Conduct face to face fieldwork at a peak period during the high tourism season.
Employ the appropriate methodology to ensure confidence in the resulting data trends over time.
The sample size and methodology should ensure the visitor population to Portrush is adequately represented.
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RESEARCH METHOD Fieldwork was carried out face to face at a series of pre agreed
sampling points within Portrush town centre
The survey was administered using a questionnaire agreed in advance with the Council and based on previous surveys to ensure direct comparability
The achieved sample was 500 including 125 residents and 375 visitors
Interviewing took place between 7th July and 31st August 2013
All interviewing was undertaken to the standards defined by the Market Research Society Code of Conduct and the Interviewer Quality Control Scheme
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RESEARCH SAMPLE
Total Resident VisitorAB
20% 8% 24%
C138% 45% 36%
C225% 25% 25%
DE17% 22% 15%
Male40% 54% 35%
Female60% 46% 65%
Base500 125 375
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RESEARCH SAMPLE
Total Resident Visitor16-24
8% 6% 9%
25-3410% 15% 8%
35-4431% 28% 32%
45-5421% 20% 22%
55+29% 30% 29%
Protestant66% 71% 65%
Catholic22% 17% 24%
Refused10% 10% 10%
None/Other1% 3% 1%
Base500 125 375
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EXECUTIVE SUMMARY
RESIDENTS Over half (55%) of residents have lived in the area for more than 30
years with only 10% less than 5 years
4 in 10 residents surveyed (38%) walked into town while half (50%) took their car
Shopping (38%) was the main reason for residents to be in town followed by leisure and recreation (22%)
Almost two thirds of residents (62%) visit the town at least 2-3 times a week with 33% visiting daily
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EXECUTIVE SUMMARY
VISITORS Over half (51%) of visitors were from the over 45 age group – a drop
from 62% in 2012
The vast majority travelled to Portrush by car (79%) with just under 1 in 5 (19%) using public transport (train or bus)
Only 3% of those visitors surveyed were 1st time visitors
Almost two thirds of visitors (64%) come to Portrush at least twice a year and 82% at least once a year
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EXECUTIVE SUMMARY
VISITORS Day trips accounted for 57% of visitors with 14% on a short break (3
nights or less) and 20% for a longer break (more than 3 nights)
Of those staying overnight, 46% stayed in a hotel, guesthouse, B&B or Self Catering unit
Most visitors (88%) were from Northern Ireland – a decrease from 95% in 2012
Portrush is most associated by visitors as a place to spend time outdoors (62%)
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EXECUTIVE SUMMARY
VISITORS & RESIDENTSLikes and Dislikes Beaches (45%) remain the thing people like most about Portrush
followed by the sea and the scenery
The thing most disliked about Portrush is a perceived need to modernise the town centre (23%) which has replaced derelict buildings as the main issue in the past
Attitudes to Portrush 2013 has seen consistent increases in people’s attitudes to the town
with at least nine out of ten respondents agreeing that it has great potential, is a great place to visit, and has a wide range of things to see and do
Against this 94% believe it needs to modernise, and 84% that it is a bit run down, however, this is counter balanced by the fact that 89% believe a lot of progress has been made over the past few years in this regard
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EXECUTIVE SUMMARY
VISITORS & RESIDENTSRating of Portrush The average rating of Portrush has increased substantially since the
last survey with the natural environment, night life, welcome given to tourists and visitor information in particular performing very well
Other aspects such as cleanliness and personal safety have also seen an improvement
Improvements Shops, more quality accommodation, car parking and expanded
harbour/marina facilities are the aspects that people believe would improve Portrush
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EXECUTIVE SUMMARY
VISITORS & RESIDENTSRecommending Portrush 99% of respondents in 2013 would recommend Portrush as a place
to visit compared to 91% in 2012 and 87% in 2011
Beaches (78%), outdoor pursuits (60%), natural beauty (56%) and good restaurants (43%) would be the main influences on people recommending Portrush
Awareness of Improvements The number of people aware of the recent improvements now
stands at 91% having risen from 73% in 2012 and 53% in 2010, with the East Strand and Arcadia the most mentioned
Almost all (99%) believe that these changes have improved Portrush
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RESIDENT SURVEY BASE = 125 RESIDENTS
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RESIDENT SURVEY BASE = 125
RESIDENTS
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RESIDENT SURVEY BASE = 125 RESIDENTS
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RESIDENT SURVEY BASE = 125 RESIDENTS
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VISITOR SURVEY BASE = 375 VISITORS
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VISITOR SURVEY BASE = 375
VISITORS
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VISITOR SURVEY BASE = 375
VISITORS
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VISITOR SURVEY BASE = 375
VISITORS
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VISITOR SURVEY BASE = 375
VISITORS
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VISITOR SURVEY BASE = OVERNIGHT
VISITORS
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VISITOR SURVEY BASE = HOLIDAY HOME
OWNERS
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VISITOR SURVEY BASE = ALL OVERNIGHT VISITORS
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VISITOR SURVEY BASE = ALL STAYING OUTSIDE
PORTRUSH
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VISITOR SURVEY BASE = 375 VISITORS
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VISITOR SURVEY BASE = VISITORS FROM NI
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VISITOR SURVEY BASE = VISITORS FROM ROI
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VISITOR SURVEY BASE = 375 VISITORS
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VISITOR SURVEY BASE = 375 VISITORS
How many of the following are with you today...
Total Party 4.53
Adults 16+ 2.95
Children Under 5 0.43
Children 5-9 0.52
Children 10-15 0.63
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VISITOR SURVEY BASE = 375 VISITORS
How much did/will you spend as part of your trip on...
Accomodation £126
Eating Out £60
Shopping £34
Entertainment £30
Public Transport £26
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE =
500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = 500
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VISITORS & RESIDENTS BASE = ALL AWARE OF
IMPROVEMENTS
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VISITORS & RESIDENTS BASE = ALL AWARE OF
IMPROVEMENTS
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VISITORS & RESIDENTS BASE = ALL AWARE OF
IMPROVEMENTS
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VISITORS & RESIDENTS BASE = ALL AWARE OF
IMPROVEMENTS