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Slide1: 

The Countryside Experience Overview Presentation of Key Findings November 16th 2004 Prepared for: For more details: Tel 0115 960 5358. Prepared by :

Slide2: 

Objectives & Methodology

Objectives: 

Objectives Overall Objective

Method: 

Method All taken ‘countryside’ focussed break/holiday in last 12 months

Method: 

Method

Slide6: 

Types of Countryside Tourist

Types of Countryside Tourist: 

Types of Countryside Tourist

Slide8: 

‘Dedicated Actives’

Slide9: 

‘Browsers’

Incidence?: 

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: 

Types of Countryside Tourist Browsers Light Actives Heavy Actives Dedicated Actives

Slide12: 

The Destination Decision Process

Choice of Destination: 

Choice of Destination “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 Choice Destination Choice In UK tends to be based on Perception and/or experience rather than reference to literature etc ‘The Place’

The Place: 

The Place Scenery (Landscapes) Architecture/ Settlements People/way of life Integral elements of The Place and importance in destination choice

Choice of Destination: 

Choice of Destination

Accommodation Choice: 

Accommodation Choice

Choice of Destination: 

Choice of Destination

Things to do……..: 

Things to do…….. 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

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

Choice of Destination – for Browsers/Light Actives –Non-family ALL WANT TO PICK AND CHOOSE ‘OPTIONS’ – MAY HAVE PARTICULAR SLANT TO ONE GROUP E.G. PLACES OF INTEREST RED = PRE-REQUISITES BLUE = OPTIONS

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

Choice of Destination – for Heavy/Dedicated Actives – non- family THE PLACE Accommodation and food THINGS TO DO ‘THINGS TO DO’ FAR LESS IMPORTANT INDEED FOR SOME DEDICATED NO ROLE AT ALL RED = PRE-REQUISITES BLUE = Nice to Haves Does it have landscapes/ facilities to do main activity?

Choice of destination – for families: 

Choice of destination – for families The Place FOOD FAR LESS CRITICAL WHEN GO WITH KIDS THINGS TO DO VERY IMPORTANT – WET WEATHER ALTERNATIVES RED = PRE-REQUISITES BLUE = OPTIONS

Food & drink: 

Food & drink LOCAL FOODS SPECIALITIES PARTICULARLY APPEALING LESS IMPORTANT WITH KIDS but still like family pub/restaurant facility

Slide24: 

Perceptions of Countryside Destinations & Wales specifically

Perceived UK destinations for type of break: 

Perceived UK destinations for type of break Browsers Light Actives Heavy/ Dedicated Actives Isle of Wight South England

Image of Scotland, Lake District and Cornwall: 

Image of Scotland, Lake District and Cornwall Fun & relaxed For: Families, Browsers Light-Med Actives Peaceful, warm & refined For: EVERYONE. Dedicated Active -> Browser

Wales – Projectives: 

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

Slide28: 

Wales as a Countryside Destination

Knowledge of Countryside in Wales?: 

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 - beautiful Elan Valley – for biking ALMOST ALL COASTAL Except Snowdonia Minimal mention of Brecon Beacons

Wales Countryside?: 

Wales Countryside? MOUNTAINS/Big hills Sheep 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 Countryside: 

Strengths of the Welsh Countryside

Weaknesses of the Welsh Countryside: 

Weaknesses of the Welsh Countryside Weaknesses UNFRIENDLY/Don’t feel welcome The Bridge (have to pay!)

Types of Countryside Break WALES seen as suitable for: 

Types of Countryside Break WALES seen as suitable for + NOT PERCEIVED AS FAMILY DESTINATION (those been as family feel good)

Types of Break Wales perceived to be good at: 

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:: 

Wales perceived as destination for: Browsers Light Actives Heavy Actives Dedicated Actives Luxury 4*+ Standard Hotel B&B Self catering Camping Caravanning etc ALL would appreciate Better food Widely held perception of BIG GAP here – to communicate in mass communication 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

Slide36: 

Summary

Wales – Summary: 

Wales – Summary Key Barriers to Wales as a countryside destination:

Wales – What should they do?: 

Wales – What should they do? Too wild/remote, Just Mountains FOR DEDICATED, HEAVY WALKERS LITTLE TO DO – Places of Interest Towns & villages, shops Key Barriers

Summary: 

Summary CRITICAL POINT: Very little knowledge and perception of individual towns, cities Only 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)

Clear Opportunity for developing OR communicating….: 

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): 

IDEAL – for Browsers/Light Actives (non-family) BROWSERS AND LIGHT ACTIVES Will also help to attract Dedicated Actives with Browsers AREAS THAT CAN DELIVER ON ESSENTIALS – MOST LIKELY TO SUCCEED

IDEAL – for Families: 

IDEAL – for Families

Suggestions:: 

Suggestions: MOST IMPORTANTLY

Suggestions:: 

Suggestions: Niche Possibilities: