Public Perception Study

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Public Perceptions of the Quality of Life in Invercargill and Regions Across New Zealand: 

Public Perceptions of the Quality of Life in Invercargill and Regions Across New Zealand

Presentation Overview : 

Presentation Overview Background Methodology How the data was gathered and interpreted Results External (Non Resident) perceptions of Invercargill andamp; Southland 2004 External (Non Resident) comparisons of Invercargill andamp; Southland compared to other regions Internal perceptions (Resident) of Invercargill andamp; Southland 2004 Internal comparisons (Resident) of Invercargill andamp; Southland compared to other regions Comparisons of 2004 data to 2002 andamp; 2000 Conclusion

Perception Study 2004: 

Perception Study 2004 Background The Perception Survey is an innovative survey that was first created in 2000 to gauge New Zealand wide perceptions on Invercargill and Southland. The 2004 Perception Study follows from the 2002 and 2000 research studies examining public perceptions of Southland and other NZ locations. The Perception Study provides rich comparative data to be viewed, providing insights into how perceptions of Invercargill and Southland have changed over the four years.

Methodology : 

Methodology Replicated 2002 methodology Mailed out 2100 surveys to seven New Zealand locations: 300 surveys to Auckland, Dunedin, Invercargill, Queenstown, New Plymouth, Southland and Christchurch residents. 20% response rate returned (n=432). Respondents asked to evaluate various locations on 20 different quality of life indicators andamp; asked various open comments about Southland andamp; Invercargill. Reprocessed 2000, 2002 data to allow comparisons. Compiled into research report.

Results - Perceptions of Invercargill: 

Results - Perceptions of Invercargill How things have improved In 2004 non residents adopted more positive perceptions than residents of Invercargill. Specifically, from 2000 to 2004 non residents perceptions improved in relation to the following quality of life indicators Progressive; Resale value of houses; A beautiful place; Like to live there, and Low level of crime.

Results - Perceptions of Invercargill: 

Results - Perceptions of Invercargill How things have improved - cont… Strong improvements from 2000 to 2004 also occurred for: Overall quality of life; Availability of quality healthcare; Level of crime; Cost of living, and Ability to find a job. Deteriorations from 2000 to 2004 Deteriorations were minor in nature, and concentrated solely on Climate, and Nightlife These results are highly consistent with previous years.

Results - Perceptions of Southland: 

Results - Perceptions of Southland How things have improved In 2004 the quality of life indicators of particular importance were: Afford to buy a house; Friendly people; Overall quality of life is good; No problems with traffic and congestion; Inexpensive to live; These results are highly consistent with 2002

Results - Perceptions of Southland: 

Results - Perceptions of Southland How things have improved - cont… Non residents particularly rated Southland more highly on A beautiful place; Like to live there; and Wide range of leisure activities. Deteriorations from 2000 to 2004 Residents perceptions of Southland proved to be more negative in 2004 than 2002. Overall relatively few negative perceptions of Southland. Negative indicators included ‘Dull nightlife’, and ‘Unpleasant climate’.

Results –Comparisons on key variables : 

Results –Comparisons on key variables Overall Quality of Life Ratings of Invercargill and Southland have improved in terms of ‘overall quality of life’ from 2000, 2002 to 2004. This highlights that the region has enhanced in status over the four year period. It is likely that positive public promotion of Southland and Invercargill through the ‘Southern Sting’, ‘Major Tim Shadbolt’ and the film production of Sir Anthony Hopkins in ‘The World’s Fastest Indian’ has continued to raise and enhance the profile of the province. Consistent with 2000 and 2002 results New Plymouth and Auckland were the least positively perceived in terms of ‘overall quality of life’.

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Results –Comparisons on key variables – cont…: 

Results –Comparisons on key variables – cont… Afford to buy a house Invercargill was once again perceived to be the most affordable place to purchase a house followed closely by Southland. Dunedin, Christchurch and New Plymouth were also considered moderately affordable. As would be expected, Queenstown and Auckland were perceived to be relatively less affordable places to purchase a house.

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Results –Comparisons on key variables - cont…: 

Results –Comparisons on key variables - cont… Good Quality Tertiary Education In 2004 Dunedin, Christchurch and Auckland were strongly perceived to be places with quality tertiary education. However, Southland has improved since 2002 in terms of the perceived quality of tertiary education. Invercargill has dropped back slightly, however still comparatively is positioned strongly against Dunedin, Christchurch and Auckland.

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Results –Comparisons on key variables - cont…: 

Results –Comparisons on key variables - cont… Progressive Forward Thinking Christchurch, Queenstown, Invercargill and Auckland were perceived to be particularly progressive, forward thinking locations. Invercargill edging ahead of the locations to be perceived as the most progressive and forward thinking. Queenstown and Christchurch deteriorated notably from 2002 to 2004, with Auckland exhibiting a small deterioration.

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Results –Comparisons on key variables: 

Results –Comparisons on key variables Plenty of Jobs Auckland regained notably in 2004 as being the place most positively perceived in terms of having plenty of jobs. Christchurch also improved from 2002 to 2004, alongside Dunedin which outperformed any other location. Invercargill was one of the next most positively perceived places in terms of having plenty of jobs. Southland declined over the two year period and this appeared to be driven both by resident and non resident perceptions.

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Decision to Relocate : 

Decision to Relocate Relocation Decision 43.5% of the total sample in 2004 would consider moving, given the correct conditions. Residents from Auckland and New Plymouth seemed to want to relocate more than any other resident sample. Interestingly, Southland and Central Otago residents expressed the lowest desire to relocate. Christchurch was considered the most important migration destination for Invercargill and Southland residents.

Invercargill & Southland as a Tourism Destination : 

Invercargill andamp; Southland as a Tourism Destination Tourism Respondents hold very different perceptions of Invercargill verse Southland in terms of tourism attractiveness. Only 5% of respondents considered Invercargill as a holiday destination. The majority of respondents commenting that Invercargill is simply the gateway to Fiordland, Stewart Island and / or the Catlins. 24% of respondents considered Southland as a holiday destination. However, Invercargill and Southland jointly was considered by 31% or respondents as a holiday destination.

Invercargill & Southland as a Tourism Destination : 

Invercargill andamp; Southland as a Tourism Destination

Conclusions: 

Conclusions The results highlight that overall non residents have enhanced their perceptions of both Invercargill and Southland over the four year period. Whilst other regions have also improved across areas, it would seem that overall Invercargill and Southland have performed comparatively well. Southland in particular has improved in terms of tourism status. The perceived ‘quality of life’ continues to improve, especially in the eyes of non-residents.

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