wayne tifflin karen kohler tourism kwazulu-natal september 2011
DESCRIPTION
Vodacom Durban July 2011 Impact Assessment: Top Line Summary Report. Wayne Tifflin Karen Kohler Tourism KwaZulu-Natal September 2011. Methodology. Face to face survey with a probability sample of 206 respondents. Respondents systematically selected throughout the day of the event. - PowerPoint PPT PresentationTRANSCRIPT
Vodacom Durban July 2011 Impact Assessment:Top Line Summary Report
Wayne TifflinKaren KohlerTourism KwaZulu-NatalSeptember 2011
Methodology
– Face to face survey with a probability sample of 206 respondents.
– Respondents systematically selected throughout the day of the event.
– Secondary data: Gold Circle.– The event was held on the 2nd July 2011
– Limitations• Fieldworkers did not have access into the marquees where bets could
be placed. Marquees account for a significant number of attendees.
Positive Highlights
– There was an increase in the number visitors who stayed for 2 nights, compared to last year.
– 98% of respondents were satisfied with information provided about the event.
– The majority of respondents were of the view that the event was well marketed.
– 99% of the visitors indicated that their experience was either good or excellent.
– 95% of respondents indicated they would recommend the event to family and friends.
Nature of Vodacom Durban July Spectators
5757
43
58
42
54
4643
0
10
20
30
40
50
60
70
Local Resident Visitors
2008200920102011
There is not statistically significant change between 2010 and 2011.
Nature of Vodacom Durban July Spectators (cont’d)
RSA Province of Residence
1 1 3 11 2 16
1310
12
56
23
12 3 12215
78
2
16
78
20
70
0102030405060708090
KZN
Gauten
g
Free Stat
e
Easter
n Cape
North W
est
Mpumalanga
Wester
n Cap
e
Limpopo
Northern
Cap
e
Perc
ent 2008
200920102011
There is no statistically significant change between 2010 and 2011.
Spectator Estimate
2008 2009 2010 2011Spectator Estimate
55 000 54 000* 50 000* 50 000*
*provided by the organisers
Spend breakdown
Item 2008 2009 2010 2011Accommodation R4 118 R1 881 R1 388 R2 389
Transport R1 125 R511 R309 R642
Food & Beverage R530 R372 R333 R533
Entertainment/Bets R1 798 R952 R862 R1 006
Souvenirs R300 R231 R230 R744
Total Mean Spend R5 293 R1 900 R1 666 R2 625
All
A T-test of mean indicated a significant difference in the total mean spend between 2010 and 2011.
Spend breakdown
Item 2010 2011Accommodation R1 400 R2 437
Transport R523 R1 024
Food & Beverage R412 R814
Entertainment/Bets R894 R1 185
Souvenirs R274 R782
Total Mean Spend R 2358 R4 258
Visitors Only
A T-test of means indicated a significant increase in the total mean spend of visitors between 2010 and 2011.
Estimated Economic ImpactSpectators Only
Visitors:• Estimated N = 23 000 (50 000 x 46%)• Mean total spend: R4 257• Std Deviation: R5 491• Count: 90• Std Error at 95% level of confidence spend between R3 108 and R5 408 • Estimated direct impact of spend of at least R71,476,576 and as much as R124,383,742
Residents:
• Estimated N = 27 000 (50 000 x 54%)• Mean total spend: R1 213• Count : 104• Std Deviation : R1 157• Std Error: Std Error at 95% level of confidence spend between R987 and R1 437• Estimated direct impact spend of at least R26,668,319 and as much as R38,817,050
Estimated Economic Impact
2008 2009 2010* 2011*
Direct Impact
At least – R205 636 168.82As much as – R378 359 661.19
At least – R74 720 354.58As much as - R 130 282 830.00
At least – R40 499 503As much as – R58 615 897
At least – R71 476 576As much as – R124 383 742
Total Impact
At least – R292 003 359.72As much as – R537 270 718.88
At least – R106 102 903.50As much as – R185 001 676.10
At least – R70 336 434As much as – R82 234 574
At least – R101 496 737As much as – R176 624 914
* Visitor spend only
Length of stay – Visitors
26
47
21
51
61
6713
3934
7
20
44
18
2
16 16
46
14
0
10
20
30
40
50
60
1 Night 2 Nights 3 Nights 4 Nights 5Nights
6+Nights
Perc
ent
2008200920102011
There is no statistically significant change between 2010 and 2011.
Year n (count of overnight visitors)
2008 100
2009 55
2010 65
2011 53
Primary reason for visiting area where event is taking place?
0.5 2 2 2
97
2 0.5 0.5
100
1 1 1
9793
0
20
40
60
80
100
120
Spectator Holiday Other Business Friends &Relatives
Perc
ent
2008200920102011
When comparing 2010 and 2011, a Z-test of two independent sample proportions indicated no statistically significant difference in the proportion of respondents whose primary reasons for visiting the area was the event.
Accommodation
9 1016
6 74
31
23 22
15
15
2
10
18
2
129
36
10
1711
6 87
51
46
0
10
20
30
40
50
60
VFR
Fam
ilyH
otel
Luxu
ryH
otel
B &
B
Hol
iday
flat
Self
Cat
erin
g
Hol
iday
Hom
e
Perc
ent
2008200920102011
A Z-test of two independent sample proportions indicated that there was no statistically significant difference in the proportion of respondents who stayed with friends and relatives when comparing 2010 and 2011. The other variables could ot be tested due to the small cell size.
Transport to Event: All
1 4 2 11 4 38
10 2 1
26
71
4 2 1 4 3
87
8
82 83
0
10
20
30
40
50
60
70
80
90
100
Privatevehicle
Bus Mini-busTaxi
RentalVehicle
Airplane Other
Perc
ent
2008200920102011
A Z-test of two independent sample proportions indicated no statistically significant different in the proportion of respondents that used private vehicles when comparing 2010 and 2011.
Influenced to attend?
51 2
5 3
27
61 2
63
20
85 40
16
126 5
16
2
16
1
5956
61
0
10
20
30
40
50
60
70
Perc
ent
2008200920102011
When comparing 2010 and 2011, a Z-test of two independent sample proportions indicated no significant difference in the use of word-of-mouth as an influence to attend the event.
Satisfied with information?
87
13
98
20
20
40
60
80
100
120
Yes No
Perc
ent
20102011
Areas of Dissatisfaction:
• More signage needed
A Z-test indicated a statistically significant increase in the number of respondents who were satisfied with information when comparing 2010 and 2011.
Satisfied with information? (cont’d)
2010 2011
Yes No Yes No
Visitor 88% 12% 98% 2%
Resident 87% 13% 98% 2%
Event Marketing Improvement Suggestions?
SUGGESTIONS 2010 2011
The event is well marketed 66 77
Better/more TV coverage 28 5
Through banners/billboards/posters in public areas 8 3
Wider advertising 5 1
Advertise in other provinces 3 -
Market the event internationally 2 3
Produce pamphlets containing information about tents/marquees
1 1
Sport and lifestyle magazines 1 -
Radio advertising 1 2
Explain on advertisements how to bet 1 -
Advertise in local newspapers - 2
Can’t think of anything - 5
Don’t know - 13
Advertise early - 1
Event in known - 2
Use social media - 4
Advertise the after parties - 2
Attend again?
2
84
1
15 12
87
1
13
1
86
8
89
0
10
20
30
40
50
60
70
80
90
100
Yes No Don't know
Perc
ent
2008200920102011
Yes No Don’t Know
Visitor 83% 1% 16%
Resident 86% 1% 13%
A Z-test did not indicate a significant decrease in the respondents who would attend the event again.
Attend in previous years?
73
27
72
28 23
77 78
22
0
10
20
30
40
50
60
70
80
90
Yes No
Perc
ent 2008
200920102011
There was no statistically significant difference when comparing 2010 and 2011 in terms of the attendance of the event in previous years.
2010 2011
Yes No Yes No
Visitor 74% 26% 72% 28%
Resident 72% 28% 71% 29%
Attend in previous years? (cont’d)
Experience rating
42
0.5
66
32
2 0.52
55
0
10
20
30
40
50
60
70
Excellent Good Fair Poor
Perc
ent
20102011
Excellent Good Fair Poor
Visitor 63% 36% 1% -
Resident 49% 47% 3% 1%
A Z-test did not indicate a statistically significant increase when comparing 2010 and 2011, of respondents who rated the event excellent.
Experience rating
2010 2011
Excellent Good Fair Poor Excellent Good Fair Poor
Visitor 63% 36% 1% - 67% 31% 2% -
Resident 49% 47% 3% 1% 65% 33% 2% 1%
Recommend the event to family & friends?
6
95
5
94
0
10
20
30
40
50
60
70
80
90
100
Yes No
Perc
ent
20102011
Recommend the event to family & friends?
‘Yes’ - Reasons• It’s a day out• It is a nice social event• Great for designers to get exposure• It is a fashion event• It is good for a family outing• It is awesome/terrific• Lovely event for young and the old• For the glamour and fashion• Great entertainment• A unique event
‘No’ - Reasons• A waste of money
• Not for young children
Images/Characteristics of KZN
• Beach/sea/sand• Friendly/happy people• Beautiful/warm weather• Culture/cultural activities• Drakensberg• Holidays• King Shaka Zulu/ Zulu King• Mountains• Natural beauty• Moses Mabhida Stadium• Nightlife/party• Sun/summer• Wildlife
• Diverse cultures• Tradition• Sugarcane fields• Animals• Durban July• Green Environment• Zulu culture/heritage
Mood/atmosphere
• Laid back• Calm• Energetic• Exciting• Welcoming• Friendly• Fun• Holiday mood• Happy• Relaxed• Warm• Vibey/vibrant
Unique KZN Tourist Attractions
• Beach• Battlefields• Ballito• Drakensberg• North Coast• Durban/beachfront• Moses Mabhida Stadium• Florida Road• Gateway Shopping Mall• Hluhluwe Game Reserve• Midlands Meander• Ithala game reserve• uShaka Marine World• King Shaka International
Airport
• Zululand• Sibaya Casino
• St Lucia• Suncoast Casino
• Valley of 1000 hills• Oribi Gorge
• South Coast• St. Lucia
Familiar with TKZN slogan?
67
33
73
27
66
34
72
28
0
10
20
30
40
50
60
70
80
Yes No
Perc
ent 2008
200920102011
A Z-test revealed no statistically significant difference in familiarity with the Zulu Kingdom slogan when comparing 2010 and 2011.
2010 2011Yes No Yes No
Visitor 73% 27% 57% 43%Resident 73% 27% 74% 26%
Familiar with TKZN slogan? (cont’d)
Associations – TKZN slogan:Core Mentions
60
30
13 11 11 91
40
52
21
48
4 4 38 6
36
128
2 17 6 4 3
49
6 5
33
2 17 7
13
2
1115
35
0
10
20
30
40
50
60
70Zu
luH
isto
ry/H
erita
ge/P
rode
/Mon
a
Tour
ism
/Hol
iday
s
TKZN
/Tou
rism
Org
anis
atio
n
Dur
ban
Kw
aZul
u-N
atal
Oth
er
Afri
ca/A
frica
n Pe
ople
Ush
aka
Mar
ine
Cas
ino
Frie
ndly
Peo
ple
Nat
ure
Res
erve
s/W
ildlif
e
Don
't kn
ow
Zulu
peo
ple
Cul
ture
Mar
ketin
g/ad
verti
sing
of K
ZN
Div
ersi
ty
Men
tions
2008200920102011
Noted TKZN logo?
79
21
46
54
89
11 15
85
0
10
20
30
40
50
60
70
80
90
100
Yes No
Perc
ent 2008
200920102011
A Z-test of two independent sample proportions indicated a statistically significant difference in the proportion of respondents who noted the Zulu Kingdom logo when comparing 2010 and 2011.
Noted TKZN logo? (cont’d)
2010 2011Yes No Yes No
Visitor 84% 16% 46% 54%Resident 86% 14% 46% 54%
Where TKZN logo noted? 2008 2009 2010 2011
Clothing/Merchandise 41 28 32 1
Billboards/Posters/Banners 38 33 34 5
TV 23 28 14 8
uShaka Marine Park 20 30 7 1
Airport 17 16 15 11
Other 7 4 8
Magazines/Newspapers 11 16 15 22
Events 4 4 2
Internet 3 29 26 11
Tourism Information Office 1 6 16 1
Brochure/pamphlets/flyers 11 13 20 4
Sibaya Casino - 16 5 -
Suncoast Casino - 1 - -
Durban - 2 - 5
Can't Remember - - - 17
Don't know - - - 2
Findings1. A large proportion of respondents were local residents. This was
consistent with the trend experienced in 2010.
2. With the event being in Durban the majority of respondents were from KZN followed by Gauteng. People are not willing to travel from other provinces for a one day event (see recommendations). There are low numbers of visitors from other provinces.
3. There was a significant increase in the spend of the respondents. This was reflected in the increase of respondents staying in hotels and the decrease in staying with VFR.
4. A Z-test of two independent sample proportion showed an increase in the proportion of respondents whose primary reason for visiting the areas was the event.
5. There was an increase in the visitors who stayed two nights. However fewer respondents stayed overnight compared to 2010.
Findings
6. The majority of respondents used private vehicles to attend the event. This included out of province respondents. This may be the reason why
overnight visitors stayed 2 nights. They travel home the day after the event.
7. 98% of the respondents were satisfied with information provided about the event. The only area of dissatisfaction in terms of information were
associated with the need for more signage .
8. In terms of suggestions to better market the event, the majority of respondents were of the view that it was already well marketed. Others were of the view that it still needed better/more TV coverage.
9. 83% of visitors and 86% of local residents said they would attend the event again. About 16% and 13% respectively did not know if they would attend again.
10. 28% of visitors and 29% of local residents were attending the event for the first time. Their experience at the event would likely have an impact on the undecided respondents to attend the event again.
Findings
11. In terms of experience, 98% of the respondents indicated that their experience was either good or excellent and 99% of the visitors
indicate that their experience was either excellent or good. These experiences creates a good brand image of the event and testify to its success.
12. The beach is once again seen as an important attraction for KwaZulu- Natal. However, there are many other attractions including the Drakensberg, Gateway Shopping Mall, Florida Road and the Midlands Meander. The respondents at this event seem to, in addition to the popular attractions, indicate night life and urban tourism as attractions as well.
13. 95% of respondents indicated they would recommend the event to family and friends.
14. A large proportion (66%) of respondents were familiar with the TKZN slogan. A Z-test showed no statistical difference in familiarity with the slogan when comparing 2009 and 2010.
Findings15. When compared to residents (74%), visitors (57%) were not familiar
with the slogan. Visitors are defined as from outside the Durban area. This may suggest that more branding needs to be done in KwaZulu-Natal.
16. Respondents still associated the slogan mainly with Zulu history/culture/kings and only secondly with tourism/holidays.
These seemed to be the dominant associations with the slogan followed by ‘TKZN/Tourism organization’. This is a trend that has been obvious since 2008.
17. 46% of the respondents noted the new logo. This level of noting is consistent with the overall noting of the new logo. Much of the
noting took place through magazines and newspapers, the internet and at the airport. Perhaps some level of noting can be ascribed to a recognition linked to the South African flag rather than the TKZN logo.
Recommendations
1. The racecourse can only hold a certain number of people. Therefore it becomes important to get more people from other provinces attending the event. The Durban July needs to be a weekend experience to encourage this situation.
2. The organisers should consider a park and ride system for spectators, as this would reduce traffic congestion in the vicinity of the Greyville Rcaecourse.
3. In relation to the low number of visitors who recognised the slogan, the decision by TKZN to adopt a below-the-line marketing strategy may impact negatively on improving the recognition of the new brand at a national level.