Cornwall Visitor Survey 2011

Cornwall Visitor Survey 2011 Final report Produced for and on behalf of VisitCornwall by The South West Research Company Ltd. April 2012 The South W...
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Cornwall Visitor Survey 2011 Final report

Produced for and on behalf of VisitCornwall by The South West Research Company Ltd. April 2012

The South West Research Company

Contents Slide 2011 Survey Overview

3

Summary

5

Introduction

17

Visitor Profile

25

Characteristics of Visit

34

Information Sourcing

49

Destinations Visited & Other Activities Undertaken

60

Visitors’ Opinions

73

Trend Data 2006-2011

96

APPENDICES 2

2011 Survey Overview

The South West Research Company

2011 Survey Overview Once again, the findings from the 2011 Cornwall Visitor Survey clearly highlight Cornwall’s huge appeal as a major holiday destination within the South West. The county continues to attract a very high level of regular, repeat visitors who having holidayed in the county on many previous occasions, the majority of whom are largely highly satisfied with the visitor experience they have had in Cornwall. Indeed, and perhaps more importantly, 67% of visitors to the county during 2011 were categorised as ‘Promoters’ of the Cornish product i.e. their visit to the county went beyond satisfying their needs and truly delighted them. As a result these visitors will be more inclined to visit Cornwall again in the future and will also go on to recommend the destination to many others. It is these customers which will drive tourism growth in the county and VisitCornwall will not need to undertake costly advertising campaigns to retain their business. Whilst the results of this visitor survey are, on the whole, very positive, there is always room for improvement and the scope to appeal and attract as many people as possible to visit the county and to continue to strive to further improve the recommendation score achieved for the county of +63% during 2011. The 2011 survey has highlighted lower levels of satisfaction amongst visitors with the quality of service at car parks and garages in the county and with the value for money of places to eat & drink. The results from this survey should be fully utilised and used to highlight any gaps in the current visitor market for the county in order to maximise the potential to attract new visitors and increase the proportion of first time visitors in the future. Finally, to ensure the county retains it’s level of popularity and appeal to as wide a range of people as possible in the future, it is essential that VisitCornwall and the wider tourism industry in the county strive for continuous, year on year improvements to the tourism product being offered. This will ensure the high levels of satisfaction and loyalty for the 4 destination remains amongst visitors old and new alike.

Summary

The South West Research Company

Executive Summary - Context The main aims and objectives of the 2011 Cornwall Visitor Survey were: To provide up-to-date information on the profile of tourism in Cornwall and, where appropriate, to compare with the results from previous surveys to identify any emerging trends in the profile of tourism in the county.

1,010 on street face-to-face interviews with visitors to the county were carried out by a fully trained team of interviewers between January and December 2011.

6

Executive Summary – Visitor Profile • 88% of visitors were staying overnight in Cornwall during their visit. • 86% of adults were visiting the county without children. • Average group size was 2.51 people. • 49% of visitors were aged 55+ years. • 46% of visitors were classified as ABC1’s. • 94% of visitors were from the UK and 6% from overseas. Over a quarter of domestic visitors (28%) lived within the South West region, including 15% from Devon. 2% of overseas visitors were from Germany. • 14% of visitors to Cornwall during 2011 had travelled to the county with someone who had a disability. 7

Executive Summary – Characteristics of Visit •

86% of visitors interviewed during the 2011 survey were on a leisure/holiday visit to Cornwall.



19% of visitors to Cornwall in 2011 were staying overnight in Newquay at the time of their interview.



28% of staying visitors to the county during 2011 were on a 7 night stay in Cornwall at the time of their interview. Average length of stay was 6.27 nights.



89% of visitors interviewed during the 2011 survey were on a repeat visit to the county.



49% of previous visitors to the county had visited within the last 12 months including 23% within the last six months and 10% within the last month.



91% of staying visitors had not chosen their holiday to Cornwall in direct preference to another destination suggesting they were planning to visit the county regardless.

8

Executive Summary – Characteristics of Visit •

71% of staying visitors who had chosen to visit Cornwall in direct preference to another destination had considered holidaying at another UK location whilst 29% chose the county in preference to an overseas location.



Three quarters of visitors to Cornwall in 2011 had travelled by car or van for the longest part of their journey to the county.



11% of car/van users had considered using an alterative form of transport for their journey to the county.



Staying visitors spent an average of 1.04 car free days per visit to the county which equates to 28% of their entire stay being spent without using their vehicle.



On days that visitors did not use their car 33% of their time was spent on public transport and 35% in areas close to their accommodation so not requiring transport. 32% of their time was spent using other forms of transport. 9

Executive Summary – Information Sourcing •

Relying on information gained from a previous visit to Cornwall was the most commonly used information source amongst staying visitors (40%) prior to their actual trip to the county during 2011.



35% of staying visitors had used the internet to source their information about visiting the county prior to their actual visit.



72% of internet users had used it to book their accommodation on-line and /or purchased other goods and services such as car hire, flights etc. over the internet.



Whilst the majority of staying visitors to Cornwall who had used the internet to book their holiday had used their accommodation provider’s website to do so (89%), 6% had used a Tourist board website e.g. www.visitcornwall.com.

10

Executive Summary – Information Sourcing •

78% of internet users staying in Cornwall during 2011 used internet search engines when deciding which holiday destinations to visit.



63% of internet users staying in Cornwall during 2011 indicated that they did not use the internet whilst they were on holiday.



85% of internet users staying overnight in Cornwall during 2011 had used a search engine site such as Google/Yahoo when searching for information about the county on the internet.



When asked, unprompted, which information they find it most useful to access whilst on holiday, 53% of staying visitors in the county during 2011 mentioned ‘where to go’ type information and a further 29% ‘things to do’ information.

11

Executive Summary – Destinations Visited & Activities Undertaken • As was the case during previous survey years St Ives (38%), Truro (35%), Newquay (33%) and Falmouth/Penryn (32%) were the most popular towns cited by visitors as those which they had visited or planned to visit during 2011. • Three quarters of visitors had visited or planned to visit an attraction/place of interest during their trip to Cornwall in 2011. • The largest proportion of visitors (75%) had visited or planned to visit fishing villages & harbours during their trip to Cornwall. 68% had visited or planned to visit seaside resorts and a further 65% beaches. • 28% of visitors to the county during 2011 indicated that they had visited or planned to visit gardens in Cornwall during their trip. The average number of gardens visited was 1.64. • 3% of respondents who had visited or planned to visit a garden during their trip indicated that it was the main reason for their visit to the county on that occasion.

12

Executive Summary – Destinations Visited & Activities Undertaken • 15% of respondents who indicated that visiting a garden was not the main reason for their visit to the county on that occasion did indicate that it had influenced their decision to visit the county in some way. • Only 6% of respondents prior to their trip and 4% during their actual trip to the county had not managed to obtain sufficient information about visiting gardens in Cornwall. • 82% of visitors to Cornwall in 2011 had or planned to take part in some form of activity during their trip/visit to the county. • Going shopping (82%) and going for a short walk (81%) were the most popular activities. • Three quarters of visitors indicated that they were aware of the Cornish language with around two thirds of these respondents (67%) considering the Cornish language to be a positive thing.

13

Executive Summary – Destinations Visited & Activities Undertaken • A third of all visitors to the county during 2011, regardless of whether they were already aware of the Cornish language or not, would be interested in learning a few simple Cornish words. • 58% of 2011 visitors indicated that they were aware of the local Cornish/Celtic culture. • Over two thirds of visitors who were aware of the local Cornish/Celtic culture would be interested in finding out more about it.

14

Executive Summary – Visitors’ Opinions •

Visitors’ opinions were highest for their overall enjoyment of their visit to the county (4.74 out of 5.00) followed by the quality of service at beaches (4.58) and places to visit/attractions (4.47).



12 out of the 17 indicators explored in terms of visitor satisfaction during the 2011 survey achieved a high average score of 4.04 out of 5.00 or more.



Only 5 indicators were ranked lower than 4.00 out of 5.00 in terms of visitor satisfaction and these included the value for money of pubs (3.94), restaurants (3.93) and cafes/takeaways (3.89), the quality of service at garages (3.88) and quality of service at car parks (3.74).



Cornwall achieved a high recommendation score of +63% for respondents’ likelihood of recommending the county as a place to visit to their friends and/or family.

15

Executive Summary – Visitors’ Opinions •

69% of visitors to Cornwall during 2011 said that their holiday had met with their expectations whilst, encouragingly, a further 29% of visitors said their trip to the county had exceeded their expectations



As in previous surveys, the atmosphere/ambience of the county (18%) and the scenery/landscape (17%) were the most frequently mentioned factors which respondents liked most about their visit to the county during 2011.



53% of those interviewed did not cite anything which had spoilt their enjoyment of their visit to the county during 2011. The weather (14%) and car parking (13%), along with traffic/road congestion in the county (11%) were the top three factors mentioned by visitors who did provide an answer.



A further 37% of 2011 interviewees did not cite anything which they thought could be improved in Cornwall. Amongst those that did provide an answer, improved/cheaper car parking was suggested by 21% of respondents as well as a further 10% who felt the need for improvements to the public transport provision 16 within the county.

Introduction

The South West Research Company

Introduction This report presents the findings of the Cornwall Visitor Survey conducted between January and December 2011. The survey was undertaken by The South West Research Company Ltd. on behalf of VisitCornwall. The survey has been undertaken in the county every two years since 1983, including annually since 2010. It aims to explore a wide range of topics including, amongst other things, the profile of visitors to the county, the characteristics of holiday visits, visitor motivations and satisfaction levels, information sourcing and transportation. The aim of the 2011 research was to provide up-to-date information on the profile of tourism in Cornwall and, where appropriate, to compare with the results from previous surveys to identify any emerging trends in the profile of tourism in the county. 1,010 adults (aged 16 yrs+) were interviewed at on street locations using face to face interviews between January and December 2011 at on-street face to face locations throughout the county.

18

Background For the purposes of data collection and analysis and to ensure that the survey was reflective of the flow of visitors to the county during the different months of the year, it was divided into three periods based on seasonality data taken from the Cornwall Value of Tourism report 2009:



Spring – March, April & May 2011 (255 interviews)



Summer – June, July & August 2011 (360 interviews)



Autumn/Winter – January, February, September, October, November & December 2011 (395 interviews)

The report to follow contains the results for the full annual survey including a breakdown of the data by the survey periods detailed above.

19

Research Aims & Objectives The specific objectives of the 2011 research were : 

To provide up-to-date information on the origin, profile and behaviour of visitors to Cornwall and to explore the nature of their trips made to the county during 2011.



To ascertain detailed information about internet usage amongst visitors to the county.



To identify visitors’ motivations to visit Cornwall as well as the quality of their visitor experience whilst on holiday in the county i.e. visitor satisfaction.



To establish visitors’ information requirements before and during their holiday.



To ascertain the level of awareness of the Cornish language amongst visitors and of the local Cornish/Celtic culture.



To identify key trends in relation to all of the above and, where possible, to compare with previous visitor surveys undertaken in Cornwall to identify any long-term and emerging trends so that more informed decisions can be made in relation to marketing initiatives and facility provision, as well as strategic planning. 20

Methodology 

A face to face questionnaire survey was conducted by experienced interviewers between the 4th January and 17th December 2011.



Adults (aged 16+ yrs) were sampled on a random basis.



66 interviewing sessions, each lasting approximately 6 hours and typically between 10am and 4pm were undertaken over the survey period.



A total of 1,010 questionnaires were completed.



To ensure only ‘visitors’ to the county were interviewed filter questions were used to exclude residents of Cornwall and those on day visits concerned with their normal work or regular/household shopping.

21

Statistical reliability All sample surveys are subject to statistical error. The size of this error varies with the sample size and also with the order of magnitude of the research findings being considered. The survey results in this report are presented for all visitors and separately for those interviewed during the Spring, Summer and Autumn/Winter periods. The table below shows the sample achieved for each type and gives the margins within which one can be 95% certain that the true figures will fall (assuming the sample is random). The figures shown are at the 95% confidence limits. Thus, for example, we can be 95% certain that for all visitors with a result of 50% the true percentage is in the range of 46.9% to 53.1%. For the Spring sample the possible range is wider – between 43.9% and 56.1%. These margins of error shown above should be borne in mind when interpreting the results contained in this report. All Visitors

Spring period

Summer period

Autumn/Winter period

Sample: 1,010

Sample: 255

Sample: 360

Sample: 395

10% or 90%

+/- 1.9

+/- 3.7

+/- 3.1

+/- 3.0

20% or 80%

+/- 2.5

+/- 4.9

+/- 4.1

+/- 3.9

30% or 70%

+/- 2.8

+/- 5.6

+/- 4.7

+/- 4.5

40% or 60%

+/- 3.0

+/- 6.0

+/- 5.1

+/- 4.8

50%

+/- 3.1

+/- 6.1

+/- 5.2

+/- 4.9

Research findings

22

Interview locations For consistency with previous years’ Cornwall Visitor Surveys the 2011 interviews were undertaken in six locations within the county. The percentage of interviews achieved at each location is shown in the table below:

Interview locations 2011

Bude

Falmouth

Looe

Newquay

St Ives

Truro

All visitors

16%

15%

19%

15%

17%

17%

23

Trend data 2006-2011 Due to the number of years the survey has been undertaken it is not possible to include a full breakdown of all the survey results for all the survey years in the main body of this report. Therefore the results in the slides to follow concentrate on the 2011 survey findings including a breakdown of this data by the seasonal periods previously detailed on page 17. Where appropriate, comparisons with previous survey years’ data have been included in the interpretation of the 2011 survey findings. For a full breakdown of the survey results by survey year please refer to the Trend Data chapter – pages 96 to 108.

24

Visitor Profile

The South West Research Company

Visitor Profile Snapshot • 88% of visitors were staying overnight in Cornwall during their visit. • 86% of adults were visiting the county without children. • Average group size was 2.51 people. • 49% of visitors were aged 55+ years. • 46% of visitors were classified as ABC1’s. • 94% of visitors were from the UK and 6% from overseas. Over a quarter of domestic visitors (28%) lived within the South West region, including 15% from Devon. 2% of overseas visitors were from Germany. • 14% of visitors to Cornwall during 2011 had travelled to the county with someone who had a disability.

26

Introduction This chapter summarises the main demographic profile of visitors to Cornwall between January and December 2011 and reviews the results of a series of questions used to determine this including: • Visitor Type • Group Composition • Age Profile • Socio Economic Grouping • Visitor Origin • Whether Travelled With Anyone With A Disability

27

Visitor Type 88% of visitors to Cornwall during 2011 were staying overnight in the county for one or more nights with this proportion remaining almost unchanged compared with previous survey years. Unsurprisingly, the Summer period saw the highest proportion of staying visitors to the county at 94%.

Type of visitor by season

All visitors 2011

Spring

Summer

Autumn/ Winter

Day visitor from home

9%

3%

11%

8%

Day visitor on holiday

8%

3%

4%

4%

Staying visitor

83%

94%

85%

88%

8% of visitors were on a day trip from home – i.e. they were travelling to and from their homes on the day of their visit whilst the remaining 4% were on a day trip from a holiday base outside of the county (day visitors on holiday). The Spring and Autumn/Winter months saw the highest proportions of day visitors to the county (17% and 15% respectively).

28

Group Composition 86% of adults visiting Cornwall during 2011 were doing so in adult only groups, an increase of 4% points compared with the 2010 survey, whilst the remaining 14% of adults were visiting the county with children. Average group size was 2.51 people with this average increasing to 4.53 people for those groups visiting with children. The composition of groups visiting the county and average group size changed significantly according to the time of year. Indeed, the Summer period of 2011 saw three times the proportion of adults visiting the county with children (24%) compared with the Spring period (8%) and more than double the proportion of adults doing so than during the Autumn/Winters months (9%). In addition, more than double the proportion of staying visitors (15%) were visiting the county with children than those on a day trip either from home or whilst on holiday (7%). Group composition by season

Spring

Summer

Autumn/Winter

All visitors 2011

Adults only

92%

76%

91%

86%

Adults with children

8%

24%

9%

14%

Spring

Summer

Autumn/Winter

All visitors 2011

Ave. children

0.13

0.42

0.14

0.24

Ave. adults

2.25

2.40

2.18

2.27

Ave. total group size – all visitors

2.38

2.82

2.32

2.51

Ave. total group size – those with children

4.15

4.63

4.50

4.53

Ave. group size by season

29

Age Profile Children aged 15 years or younger represented one in ten of all visitors to the county during 2011 (13% during 2010). A further 49% of visitors were aged 55+ (41% during 2010) including 22% aged 55-64 and 27% aged 65+. 48% of all visitors were male and 52% female. Age group by season

All visitors 2011

Spring

Summer

Autumn/ Winter

0-15 yrs

5%

15%

6%

10%

16-24 yrs

2%

9%

7%

7%

25-34 yrs

7%

7%

13%

9%

35-44 yrs

8%

12%

9%

10%

45-54 yrs

13%

17%

16%

16%

55-64 yrs

31%

17%

22%

22%

65+ yrs

35%

22%

27%

27%

The age profile of visitors to the county also varied significantly according to the time of year and mirrored that of group composition. The Summer period saw three times as many children coming to the county (15% aged 0-15 yrs) than during the Spring period (5%) and more than twice as many as during the Autumn/Winter period (6%). In contrast, the Spring and Autumn/Winter periods saw a significant increase in the proportion of adults aged 55+ visiting the county (66% and 49% respectively) compared with 39% during the Summer months.

30

Socio Economic Grouping Using the results from two questions which explored the main occupation of the chief income earner in the respondents’ household it was possible to categorise interviewees into one of four standard socio economic classifications. 46% of visitors to the county in 2011 were classified as ABC1’s (54% during 2010) including 22% as AB’s and 24% as C1’s. A further 34% of visitors fell into socio economic group C2 and the remaining 19% group DE. A - Approximately 3% of the total population. These are professional people, very senior managers

Socio economic profile by season

All visitors 2011

Spring

Summer

Autumn /Winter

AB

27%

21%

20%

22%

C1

26%

23%

24%

24%

C2

29%

36%

37%

34%

DE

19%

20%

19%

19%

B - Approximately 20% of the total population Middle management executives in large organisations, principal officers in local government, top management or owners of small business concerns. C1 - Approximately 28% of the total population. Junior management, owners of small establishments, and all others in non-manual positions. C2 - Approximately 21% of the total population. All skilled manual workers, and those manual workers with responsibility for other people. D - Approximately 18% of the total population. All semi-skilled and un-skilled manual workers, apprentices and trainees to skilled workers.

31

E - Approximately 10% of the total population. All those entirely dependent on the state long-term, through sickness, unemployment, old age or other reasons. Those unemployed for a period exceeding six months

Visitor Origin At 94%, the proportion of UK residents visiting the county during 2011 remained the same as during the previous survey year and 2% higher than during the 2008/9 survey. 28% of all domestic visitors lived within the South West region (but outside of Cornwall*) - an increase of 6% compared with the 2010 and 2008/9 surveys. 6% West Midlands

5% Wales

4% Somerset

15% Devon

15% of visitors to the county lived in Devon, compared with 10% and 12% during the 2010 and 2008/9 surveys respectively. The county also received a significant proportion of visitors from the West Midlands (6%), Wales (5%) and Somerset (4%). 6% of all visitors to Cornwall during 2011 were from overseas – the same proportion as during the 2010 survey but a 2% points decrease compared with two years ago (8% during the 2008/9 survey). This proportion included 2% of visitors from Germany. For a full list of visitor origins by county/country please see Appendix 2. 32

* Please note that Cornish residents were excluded from taking part in the survey.

Whether Travelled With Anyone With A Disability 14% of visitors to Cornwall during 2011 had travelled to the county with someone who had a disability. There was little variation in this proportion according to the time of year of visit.

Whether travelled with anyone with a disability

All visitors 2011

Spring

Summer

Autumn /Winter

Yes – me

7%

6%

5%

6%

Yes

7%

9%

8%

8%

No

85%

85%

87%

85%

Respondents travelling to the county in 2011 with someone who had a disability were asked how easy they had found it to obtain information about accessible places to stay, visit and eat & drink etc. in Cornwall. 29% had found it very difficult/difficult, 39% had found it neither difficult nor easy and 33% had found it easy/very easy to obtain the information they required. There was little variation in the results according to the time of year of visit. 33

Characteristics of Visits

The South West Research Company

Characteristics of Visit Snapshot •

86% of visitors interviewed during the 2011 survey were on a leisure/holiday visit to Cornwall.



19% of visitors to Cornwall in 2011 were staying overnight in Newquay at the time of their interview.



28% of staying visitors to the county during 2011 were on a 7 night stay in Cornwall at the time of their interview. Average length of stay was 6.27 nights.



89% of visitors interviewed during the 2011 survey were on a repeat visit to the county.



49% of previous visitors to the county had visited within the last 12 months including 23% within the last six months and 10% within the last month.



91% of staying visitors had not chosen their holiday to Cornwall in direct preference to another destination suggesting they were planning to visit the county regardless.



71% of staying visitors who had chosen to visit Cornwall in direct preference to another destination had considered holidaying at another UK location whilst 29% chose the county in preference to an overseas location. 35

Characteristics of Visit Snapshot •

Three quarters of visitors to Cornwall in 2011 had travelled by car or van for the longest part of their journey to the county.



11% of car/van users had considered using an alterative form of transport for their journey to the county.



Staying visitors spent an average of 1.04 car free days per visit to the county which equates to 28% of their entire stay being spent without using their vehicle.



On days that visitors did not use their car 33% of their time was spent on public transport and 35% in areas close to their accommodation so not requiring transport. 32% of their time was spent using other forms of transport.

36

Introduction This chapter explores in more detail the nature of trips made to the county including: • Main Purpose of Visit • Location of Staying Visit • Duration of Stay (Nights) - Staying Visitors • First Time/Repeat Visits • When Last Visited Cornwall – Previous Visitors • Destination Preference • Main Form of Transport • Alternative Modes of Transport • Car Free Days • Proportion of Car Free Days • Travel Without a Car

37

Main Purpose of Visit 86% of visitors interviewed during the 2011 survey were on a leisure/holiday visit to Cornwall (88% during 2010). A further 11% were visiting friends or relatives who lived in the county whilst 1% were on a business trip/attending a conference in Cornwall at the time of their interview.

Main purpose of visit

All visitors 2011

Spring

Summer

Autumn /Winter

Leisure/ holiday

85%

89%

84%

86%

VFR

11%

8%

13%

11%

-

-

1%

-

Business/ conference

2%

1%

2%

1%

Other

2%

2%

2%

2%

Special shopping trip

There was little change in respondents’ main purpose for visiting the county according to the time of year of their visit. For a full list of the ‘other’ main reasons given (2%) see Appendix 2.

38

Location of Staying Visit As was the case during the 2010 survey, around one fifth of staying visitors to Cornwall during 2011 (19%) were staying in Newquay at the time of their interview. A further 15% were staying in St Ives and 10% in Looe. 9% of staying visitors were based at accommodation in Falmouth and Bude respectively.

Spring

Summer

Autumn/Winter

All visitors 2011

Newquay

12%

20%

22%

19%

Looe

11%

11%

8%

10%

Falmouth

12%

7%

8%

9%

St Ives

17%

7%

22%

15%

Bude

10%

12%

6%

9%

Other location in Cornwall

38%

57%

34%

38%

Nearest town where staying

For a full list of all the towns where staying visitors were based please see Appendix 2.

39

Duration of Stay (nights) – Staying Visitors 28% of staying visitors to the county during 2011 were on a 7 night stay in Cornwall at the time of their interview whilst a further 25% were on a shorter, 3 to 4 night break in the county. 14% of staying visitors were on a 5 to 6 night stay whilst one in ten visitors were staying for 14 nights. Average length of stay in 2011 was 6.27 nights and was unsurprisingly highest during the Summer period at 6.88 nights. Duration of stay (nights) by season

All visitors 2011

Spring

Summer

Autumn /Winter

1-2

6%

4%

17%

9%

3-4

34%

20%

25%

25%

5-6

15%

12%

16%

14%

7

28%

33%

24%

28%

8-10

5%

10%

5%

7%

11-13

1%

4%

1%

2%

14

8%

12%

9%

10%

15+

4%

5%

3%

4%

Ave. length of stay

6.36

6.88

5.59

6.27 40

First Time/Repeat Visit 89% of visitors interviewed during the 2011 survey were on a repeat visit to the county with this proportion remaining virtually unchanged over the last few years.

First time/ repeat visit by season

All Visitors 2011

Spring

Summer

Autumn /Winter

First visit

7%

15%

10%

11%

Repeat visit

93%

85%

90%

89%

11% of visitors were on their first ever visit to Cornwall with this proportion highest during the Summer period (15%) and lowest during the Spring (7%). More than double the proportion of staying visitors during 2011 (12%) were on their first ever visit to the county compared with just 5% of day visitors. 41

When Last Visited Cornwall – Previous Visitors 49% of previous visitors to the county had visited within the last 12 months including 23% within the last six months and 10% within the last month. A further 17% had last visited the county 1-2 years ago, 13% 2-4 years ago and 21% 5 or more years ago. When last All visited Autumn/ Spring Summer Visitors Cornwall by Winter 2011 season Within last month

7%

6%

15%

10%

Within last six mths

26%

15%

28%

23%

Within last 12 mths

20%

20%

11%

16%

1-2 yrs ago

15%

22%

14%

17%

2-4 yrs ago

12%

13%

12%

13%

5 or more yrs ago

19%

25%

19%

21%

Slightly higher proportions of visitors interviewed in the Spring and Autumn/Winter periods had previously visited the county within the last 12 months (53% and 54% respectively) than 42 those interviewed during the Summer period (41%).

Destination Preference – Staying Visitors 91% of staying visitors had not chosen their holiday to Cornwall in direct preference to another destination suggesting they were planning to visit the county regardless. 9% had chosen Cornwall in direct preference to another location and there was little difference in this proportion according to the time of year of interview. Whether chose holiday to Cornwall in direct preference to another destination

All Visitors 2011

Spring

Summer

Autumn /Winter

Yes

9%

9%

8%

9%

No

90%

91%

92%

91%

Don’t know

1%

-

-

-

71% of staying visitors who had chosen to visit Cornwall in direct preference to another destination had considered holidaying at another UK location including Devon, Dorset, Scotland and the Lake District. 29% chose the county in preference to an overseas location including Spain, Portugal, Cyprus, France and Turkey. For a full list of the other destinations considered for a holiday 43 please see Appendix 2.

Main Form of Transport Three quarters of visitors to Cornwall in 2011 had travelled by car or van for the longest part of their journey to the county. A further 11% had arrived by organised coach tour, 6% via train, 4% by plane/air travel and 3% by bus/coach service. Main form of transport

All Visitors 2011

Spring

Summer

Autumn /Winter

Car/van/ motorcycle etc.

78%

74%

74%

75%

Bus/coach service

7%

3%

2%

3%

Organised coach tour

7%

13%

12%

11%

By plane/air travel

3%

4%

4%

4%

Train

5%

5%

7%

6%

Other

1%

1%

2%

1%

There was little variation in the type of transport used to reach the county according to the time of year of visit. For a full list of the ‘other’ modes of transport used by visitors to the county please see Appendix 2.

44

Alternative Modes of Transport Visitors who had travelled to the county by car, van, motorcycle etc. for the longest part of their journey to Cornwall were asked if they had considered using any alternative forms of transport. 11% of car/van users (85 respondents) had considered doing so with little variation in this proportion according to the time of year of their visit.

Did you consider any alternative forms of transport for the longest part of your journey to Cornwall during this visit/day trip? Car/van users etc.

Spring

Summer

Autumn/ Winter

All Visitors 2011

Yes

10%

12%

12%

11%

No

90%

88%

88%

89%

45

Car Free Days – Staying Visitors The chart below shows the average number of days spent car free for all staying visitors to the county during 2011 by period. The average number of days spent car free for all staying visitors was 1.04 days per visit. The highest number of days spent without a car was amongst those visitors to Cornwall during the Summer period (1.30 days) and lowest amongst those during the Autumn/Winter period (0.82 days) These numbers were then used to derive the proportion of car free days shown overleaf.

46

Proportion of Car Free Days – Staying Visitors The chart below shows the proportion of days spent car free for all staying visitors and by period. The average proportion of their entire stay spent car free for all staying visitors was 28%. The highest proportion of their entire stay spent car free was amongst those staying visitors to the county during the Summer months (31%) and lowest amongst those during the Autumn/Winter period (24%)

47

Travel Without a Car On days that staying visitors did not use their car 33% of their time was spent on public transport and 35% in areas close to their accommodation so not requiring transport. 32% of their time was spent using other forms of transport. There was little variation according to the time of year of interview.

Transport used on car free days

Spring

Summer

Autumn /Winter

All Staying Visitors 2011

Public transport

33%

33%

33%

33%

In area close to accommodation so no transport needed

35%

35%

34%

35%

Other transport

32%

32%

32%

32%

48

Information Sourcing

The South West Research Company

Information Sourcing Snapshot •

At 40%, relying on information gained from a previous visit to Cornwall was the most commonly used information source amongst staying visitors prior to their actual trip to the county during 2011.



35% of staying visitors had used the internet to source their information about visiting the county prior to their actual visit.



72% of internet users had used it to book their accommodation on-line and /or purchased other goods and services such as car hire, flights etc. over the internet.



Whilst the majority of staying visitors to Cornwall who had used the internet to book their holiday had used their accommodation provider’s website to do so (89%), 6% had used a Tourist board website e.g. www.visitcornwall.com.



78% of internet users staying in Cornwall during 2011 used internet search engines when deciding which holiday destinations to visit.



63% of internet users staying in Cornwall during 2011 indicated that they did not use the internet whilst they were on holiday.

50

Information Sourcing Snapshot •

85% of internet users staying overnight in Cornwall during 2011 had used a search engine site such as Google/Yahoo when sourcing information about the county on the internet.



When asked, unprompted, which information they find it most useful to access whilst on holiday, 53% of staying visitors in the county during 2011 mentioned information about ‘where to go’ and a further 29% ‘things to do’.

51

Introduction This chapter examines the sources of information used by those visitors staying overnight in Cornwall. It includes: • Information Sourcing – Prior to Visit • Use of the Internet • Information Sourcing – Whilst on Holiday

52

Information Sourcing – Prior to Visit At 40%, relying on information gained from a previous visit to Cornwall was the most commonly used information source amongst staying visitors prior to their actual trip to the county during 2011. A further 35% of staying visitors had used the internet to source their information about visiting the county, whilst 15% had used a brochure/guide. There was little variation in the most frequently used information sources according to the time of year of visit. For a full list of the ‘other’ information sources used by visitors please see Appendix 2.

Where obtained information PRIOR TO VISIT by season – Staying visitors

All Visitors 2011

Spring

Summer

Autumn/ Winter

Previous visit

44%

36%

40%

40%

Recommendation

8%

10%

9%

9%

Newspaper advert

8%

6%

3%

6%

Travel agent

-

2%

1%

1%

Tourist Information Centre (TIC)

-

1%

2%

1%

Brochure/guide

19%

13%

14%

15%

Internet – PC

28%

40%

34%

35%

Internet – mobile phone

-

-

-

-

Sat Nav information system

-

-

25%

16%

Other

15%

18%

53

Use of the Internet 35% of staying visitor respondents (310 respondents) had used the internet to source information about visiting Cornwall prior to their actual visit. Whilst just over a quarter of these (28%) had used it to source information only, the remaining 72% had booked their accommodation on-line and /or purchased other goods and services such as car hire, flights etc. Higher proportions of internet users visiting the county during the Summer and Autumn/Winter periods had used the internet to source information and to book their accommodation etc. (72% and 77% respectively) than those visiting during the Spring (65%).

What did you use the internet for? (Staying visitors and internet users only)

All Visitors 2011

Spring

Summer

Autumn /Winter

Information sourcing ONLY

35%

28%

23%

28%

Information sourcing AND to book accommodation etc.

65%

72%

77%

72%

54

Use of the Internet 89% of staying visitors to Cornwall who had used the internet to book their accommodation etc. had used their accommodation provider’s website to do so. A further 6% in each case had used a website such as www.Laterooms.com and/or a Tourist board website e.g. www.visitcornwall.com. There was little variation in the results according to the time of year of visit.

Spring

Summer

Autumn /Winter

All staying visitors 2011

Accommodation providers website

89%

89%

89%

89%

www.Laterooms.com etc.

3%

7%

6%

6%

Tourist Board website e.g. www.visitcornwall.com

5%

5%

9%

6%

Did not use the internet to book my accommodation

3%

1%

2%

2%

Which internet sites did you use to book your accommodation/car hire/attraction tickets etc.?

55

Use of the Internet When asked which internet sites they used when deciding which holiday destinations to visit 78% of internet users staying in Cornwall during 2011 used an internet search engine. A quarter of internet users in each case used a TIC website and/or a tourist board website whilst one in ten used travel magazine websites. There was little variation in the types of internet sites being used according to the time of year of visit. For a list of the ‘other’ internet sites used please see Appendix 2.

Spring

Summer

Autumn/ Winter

All staying visitors 2011

Travel magazine websites: e.g. Lonely Planet, Sunday Times Travel, Conde Nast Traveller

9%

9%

12%

10%

Large portals e.g. MSN, Yahoo

7%

6%

1%

5%

Search engines

72%

78%

83%

78%

TIC website

29%

25%

20%

25%

Tourist board website

31%

25%

20%

25%

Other

16%

12%

14%

13%

Which internet sites do you use WHEN YOU ARE DECIDING which holiday destinations to visit? (staying visitors and internet users only)

56

Use of the Internet 63% of internet users in Cornwall during 2011 indicated that they did not use the internet whilst they were on holiday. 8% of internet users in each case used Twitter/Facebook, Email and/or a tourist board website to find out local information whilst they were on holiday. A further 7% used a TIC website and 4% texted for information. For a list of the ‘other’ internet sites used please see Appendix 2.

Spring

Summer

Autumn/ Winter

All staying visitors 2011

2%

4%

17%

8%

Email

-

7%

13%

8%

Text

-

5%

4%

4%

TIC website

8%

6%

9%

7%

Tourist board website

10%

9%

6%

8%

Don’t use the internet whilst on holiday

64%

63%

62%

63%

Other

22%

18%

14%

18%

Which internet sites do you use to find out local information WHILE YOU ARE ON HOLIDAY? (staying visitors and internet users only) Twitter/Facebook

57

Use of the Internet 85% of internet users staying overnight in Cornwall during 2011 had used a search engine site such as Google/Yahoo when sourcing information about the county on the internet. This included 91% of visitors to the county during the Summer months. A further 33% of internet users had visited www.visitcornwall.com when sourcing information about Cornwall with this proportion highest amongst visitors to the county during the Spring period (42%). A further 10% had used a review site such as Trip Advisor. Did you use any of the following when searching for information about Cornwall on the internet? (staying visitors and internet users only)

All Visitors 2011

Spring

Summer

Autumn /Winter

Search engine sites e.g. Google/Yahoo

70%

91%

88%

85%

www.visitcornwall.com

42%

35%

24%

33%

Social networking sites e.g. Facebook/Twitter

2%

1%

4%

2%

Review sites e.g. Trip Advisor

11%

10%

10%

10%

Large portals e.g. Yahoo, MSN

2%

1%

6%

3%

Newspaper/magazine websites e.g. Guardian Unlimited, Lonely Planet

2%

2%

5%

3%

Other

23%

19%

16%

19%

For a list of the ‘other’ internet sites used please see Appendix 2.

58

Information Sourcing – Whilst on Holiday When asked, unprompted, which information they find it most useful to access whilst on holiday, 53% of staying visitors in the county during 2011 mentioned information about ‘where to go’ and a further 29% ‘things to do’. A further 28% found it most useful to access information regarding attractions, 22% maps and 14% events. There was little variation according to the time of year of visit. Information found most useful to access whilst on holiday – (staying visitors only)

All staying visitors 2011

Spring

Summer

Autumn/ Winter

Events

11%

16%

15%

14%

Attractions

28%

29%

27%

28%

Accommodation booking

9%

9%

9%

9%

Things to do

26%

31%

28%

29%

Where to go

53%

51%

57%

53%

Maps

25%

21%

22%

22%

Offers

10%

11%

11%

11%

Other

43%

36%

27%

35%

For a list of the ‘other’ types of information respondents found it useful to access whilst on holiday please 59 see Appendix 2. Other suggestions included public transport and information about eating out.

Destinations Visited & Activities Undertaken

The South West Research Company

Destinations Visited & Activities Undertaken Snapshot • As was the case during previous survey years St Ives (38%), Truro (35%), Newquay (33%) and Falmouth/Penryn (32%) were the most popular towns cited by visitors as those which they had visited or planned to visit during 2011. • Three quarters of visitors had visited or planned to visit an attraction/place of interest during their trip to Cornwall in 2011. • The largest proportion of visitors (75%) had visited or planned to visit fishing villages & harbours during their trip to Cornwall. 68% had visited or planned to visit seaside resorts and a further 65% beaches. • 28% of visitors to the county during 2011 indicated that they had visited or planned to visit gardens in Cornwall during their trip. The average number of gardens visited was 1.64. • 3% of respondents who had visited or planned to visit a garden during their trip indicated that it was the main reason for their visit to the county on that occasion. • 15% of respondents who indicated that visiting a garden was not the main reason for their visit to the county on that occasion did indicate that it had influenced their decision to visit the county in some way. 61

Destinations Visited & Activities Undertaken Snapshot • Only 6% of respondents prior to their trip and 4% during their actual trip to the county had not managed to obtain sufficient information about visiting gardens in Cornwall. • 82% of visitors to Cornwall in 2011 had or planned to take part in some form of activity during their trip/visit to the county. • Going shopping (82%) and going for a short walk (81%) were the most popular activities. • Three quarters of visitors indicated that they were aware of the Cornish language with around two thirds of these respondents (67%) considering the Cornish language to be a positive thing. • 58% of 2011 visitors indicated that they were aware of the local Cornish/Celtic culture. • Over two thirds of visitors who were aware of the local Cornish/Celtic culture would be interested in finding out more about it.

62

Introduction This chapter explores visits made to the towns and attractions/places of interest by respondents during their trip to the county as well as activities that they had or planned to take part in during their stay/trip. In particular, it explores visits made to garden attractions and awareness levels of the Cornish language and the local Cornish/Celtic culture. This chapter details the findings for: • Towns Visited • Attractions/Places of Interest • Visits to Gardens • Activities/Main Reason for Visit • The Cornish Language • Cornish/Celtic Culture

63

Towns Visited As the table overleaf illustrates and, as was the case during previous survey years, St Ives (38%), Truro (35%), Newquay (33%) and Falmouth/Penryn (32%) were the towns listed by visitors as those which they were most likely to have visited or planned to visit during 2011. Please note that it is likely that the towns visited were heavily influenced by the location where the interview took place and the geographical proximity of the locations in relation to each other. For a full list of the ‘other’ towns visited please see Appendix 2.

64

Towns Visited Towns visited/plan to visit in Cornwall by period

Spring

Summer

Autumn/Winter

All visitors 2011

St Ives

33%

41%

39%

38%

Mevagissey

7%

14%

9%

10%

Polperro/Looe

24%

24%

25%

24%

Perranporth/St Agnes

7%

17%

9%

11%

Fowey

9%

11%

7%

9%

St Austell

9%

16%

13%

13%

Padstow/Polzeath

16%

25%

19%

20%

Falmouth/Penryn

30%

37%

29%

32%

Truro

29%

41%

33%

35%

Penzance/Newlyn

14%

19%

19%

17%

Newquay

24%

40%

34%

33%

Bude

24%

19%

13%

18%

Boscastle/Tintagel

11%

15%

6%

10%

Lostwithiel

2%

2%

2%

2%

The Lizard

5%

14%

4%

8%

Bodmin

9%

11%

4%

8%

Torpoint

-

1%

1%

1%

Launceston

1%

3%

2%

2%

Other

30%

36%

28%

31%

65

Attractions/Places of Interest The largest proportion of visitors had visited or planned to visit fishing villages & harbours during their trip to Cornwall (75%). 68% had visited or planned to visit seaside resorts and a further 65% beaches. The proportion of visitors who had visited or planned to visit the various attractions/places of interest was, unsurprisingly, highest during the Summer period. For a full list of the ‘other’ attractions/places of interest visited/planned to visit see Appendix 2. Types of attractions/places of interest visited/plan to visit in Cornwall by period

Spring

Summer

Autumn/Winter

All visitors 2011

Gardens

64%

82%

75%

28%

Historical sites

60%

78%

63%

26%

Family attractions

57%

74%

62%

9%

Beaches

33%

56%

45%

65%

Art galleries & exhibitions

36%

39%

28%

20%

Museums

30%

32%

28%

18%

Heritage properties

29%

32%

23%

20%

Fishing villages & harbours

24%

31%

22%

75%

Seaside resorts

17%

34%

20%

68%

Remote sandy beaches

16%

19%

25%

25%

Rural towns & villages

21%

18%

21%

46%

Country parks/woodlands

16%

22%

16%

14%

Estuaries/rivers

14%

19%

9%

30%

South West Coast Path

8%

13%

6%

35%

Cycle trails (e.g. Cornish Way/Camel Trail etc.)

11%

6%

6%

6%

Other

5%

9%

3%

7%

66

Visits to Gardens 28% of visitors to the county interviewed during the 2011 survey (255 respondents) indicated that they had visited or planned to visit gardens in Cornwall during their trip.

The average number of gardens visited was 1.64 with this average rising from 1.52 in the Summer period to 1.62 during the Spring and 1.86 in the Autumn/Winter period.

3% of respondents who had or planned to visit a garden during their trip (8 respondents) indicated that it was the main reason for their visit to the county on that occasion. This proportion increased to 5% of respondents during the Autumn/Winter period and 4% during the Spring.

Was visiting a garden the main reason for your visit to Cornwall on this occasion? Respondents who had or planned to visit gardens

All Visitors 2011

Spring

Summer

Autumn /Winter

Yes

4%

2%

5%

3%

No

96%

98%

95%

97%

Ave. number of garden visits

1.62

1.52

1.86

1.64 67

Visits to Gardens 15% of respondents (35 respondents) who indicated that visiting a garden was not the main reason for their visit to the county on that occasion did indicate that it had influenced their decision to visit the county in some way with this proportion highest amongst visitors to the county during the Spring (21%). Did visiting a garden influence your decision to visit Cornwall at all on this occasion?

Spring

Summer

Autumn /Winter

All Visitors 2011

Yes

21%

12%

14%

15%

No

78%

87%

84%

84%

Don’t know

1%

1%

2%

1%

Only 6% and 4% of respondents had not managed to obtain sufficient information about visiting gardens in Cornwall either before or during their visit respectively. Were you able to obtain sufficient information about visiting gardens in Cornwall before and during your visit?

All Visitors 2011

Spring

Summer

Autumn /Winter

Before visit – yes

52%

40%

53%

47%

Before visit – no

6%

4%

8%

6%

Before visit – didn’t source information

42%

55%

39%

48%

During visit – yes

58%

55%

48%

54%

During visit – no

6%

2%

5%

4%

During visit – didn’t source information

36%

43%

47%

42%

68

Activities 82% of visitors to Cornwall in 2011 had or planned to take part in some form of activity during their trip/visit to the county. Going shopping (82%) and going for a short walk (81%) were the most popular activities. For a full list of the other activities please see Appendix 2. Spring

Summer

Autumn/ Winter

All visitors 2011

Spending half a day or more on the beach

27%

60%

32%

40%

Swimming in the sea

5%

33%

8%

16%

Visiting the cinema

5%

9%

4%

6%

Shopping

80%

83%

80%

82%

Visiting festivals and/or events

10%

29%

11%

17%

Short walk – up to 2 miles

80%

83%

81%

81%

Long walk – more than 2 miles

39%

43%

41%

41%

Cycling

4%

8%

3%

5%

Visiting a spa

2%

2%

1%

2%

Sailing/yachting/boating

9%

12%

5%

8%

Other water sports e.g surfing/windsurfing

2%

13%

4%

6%

Swimming (pool)

9%

19%

10%

13%

Fishing

3%

12%

4%

6%

-

4%

1%

2%

Golf

1%

6%

3%

3%

Other

4%

7%

6%

6%

Activities undertaken by period

Other outdoor sport/pursuit

69

Activities – Main Reason for Visit Activities – whether main reason for visit by period

Spring

Summer

Autumn/ Winter

All visitors 2011

Spending half a day or more on the beach

4%

16%

5%

11%

Swimming in the sea

8%

-

3%

1%

Visiting the cinema

-

-

12%

3%

Shopping

-

-

2%

1%

Visiting festivals and/or events

4%

4%

9%

5%

Short walk – up to 2 miles

1%

-

3%

1%

Long walk – more than 2 miles

18%

8%

11%

12%

Cycling

20%

-

17%

10%

Visiting a spa

-

-

40%

13%

Sailing/yachting/boating

-

2%

17%

5%

25%

22%

31%

25%

Swimming (pool)

-

-

-

-

Fishing

-

2%

-

2%

Other outdoor sport/pursuit

-

13%

-

10%

Golf

-

-

10%

3%

78%

27%

42%

41%

Other water sports e.g surfing/windsurfing

Other

Please note: the percentages above are based on the proportion of visitors who were taking part in a particular activity who then indicated that it was their main reason for visiting the county and does not represent the proportion of all visitors interviewed for the survey.

70

The Cornish Language For the first time during the 2011 survey visitors to the county were asked if they were aware of the Cornish language. Three quarters of visitors indicated that they were aware of it with around two thirds of these respondents (67%) considering it to be a positive thing. A third of visitors to the county during 2011, regardless of whether they were already aware of the Cornish language or not, would be interested in learning a few simple Cornish words. There was little variation in any of the results according to the time of year of visit. Spring

Summer

Autumn /Winter

All Visitors 2011

Yes

79%

71%

76%

75%

No

21%

29%

24%

25%

Spring

Summer

Autumn /Winter

All Visitors 2011

Yes

60%

71%

68%

67%

No

23%

18%

18%

20%

Don’t know

17%

11%

13%

14%

Spring

Summer

Autumn /Winter

All Visitors 2011

Interested in learning a few simple Cornish words

33%

34%

31%

33%

Not interested in learning any Cornish words at all

67%

66%

69%

67%

Are you aware of the Cornish language?

Do you feel having a Cornish language is a positive thing? (those aware only)

Would you be…..?

71

Cornish/Celtic Culture Visitors to the county were also asked for the first time during the 2011 survey if they were aware of the local Cornish/Celtic culture. 58% of visitors indicated that they were aware of this with the proportion slightly higher amongst visitors to the county during the Summer and Autumn/Winter periods (61% and 60% respectively) than those visiting in the Spring (52%) Over two thirds of visitors who were aware of the local Cornish/Celtic culture would be interested in finding out more about it including 78% of those respondents visiting the county during the Summer period.

Spring

Summer

Autumn /Winter

All Visitors 2011

Yes

52%

61%

60%

58%

No

48%

39%

40%

42%

Spring

Summer

Autumn /Winter

All Visitors 2011

Yes

58%

78%

67%

69%

No

42%

22%

33%

31%

Are you aware of the local Cornish/Celtic culture?

Would you be interested in finding out more about local Cornish//Celtic culture? Those aware only

72

Visitors’ Opinions

The South West Research Company

Visitors’ Opinions Snapshot •

Visitors’ opinions were highest for their overall enjoyment of their visit to the county (4.74 out of 5.00) followed by the quality of service at beaches (4.58) and places to visit/attractions (4.47).



12 out of the 17 indicators explored in terms of visitor satisfaction during the 2011 survey achieved a high average score of 4.04 out of 5.00 or more.



Only 5 indicators were ranked lower than 4.00 out of 5.00 in terms of visitor satisfaction and these included the value for money of pubs (3.94), restaurants (3.93) and cafes/takeaways (3.89), the quality of service at garages (3.88) and quality of service at car parks (3.74).



Cornwall achieved a high recommendation score of +63% for respondents’ likelihood of recommending the county as a place to visit to their friends and/or family.



69% of visitors to Cornwall during 2011 said that their holiday had met with their expectations.



As in previous surveys, the atmosphere/ambience of the county (18%) and the scenery/landscape (17%) were the most frequently mentioned factors which respondents liked most about their visit to the county during 2011.

74

Visitors’ Opinions Snapshot •

53% of those interviewed did not cite anything which had spoilt the enjoyment of their visit to the county during 2011. The weather (14%) and car parking (13%), along with traffic/road congestion (11%) in the county were the top three factors mentioned by visitors who did provide an answer.



A further 37% of 2011 interviewees did not cite anything which they thought could be improved in Cornwall. Amongst those that did provide an answer, improved/cheaper car parking was suggested by 21% of respondents as well as a further 10% who felt the need for improvements to the public transport provision within the county.

75

Introduction This chapter explores visitors’ opinions of various aspects of their experience in the county, how likely they would be to recommend Cornwall as a place to visit, their particular likes or dislikes and their suggestions for improvement. It details the findings for: • Visitors’ Opinions • Likelihood of Recommending Cornwall – Net Promoter Score • Whether Trip to Cornwall Lived Up to Expectations • Likes • Dislikes • Improvements

76

Visitors’ Opinions 2011 The 2011 visitor survey explored visitors’ opinions of a wide range of factors or indicators, which together comprise the ‘visitor experience’. Each factor, or indicator, is rated on a range of one to five where ‘1’ = ‘very poor’ (or the most negative response), ‘2’ = ‘poor’, ‘3’ = ‘average’, ‘4’ = ‘good’ and ‘5’ = ‘very good’ (or the most positive response), allowing an opinion ‘score’ (out of a maximum of five) to be calculated. The results for the 17 indicators explored by the survey are shown below for all visitors to the county during 2011. These results are shown in graphical format overleaf.

Quality of service at:

All visitors 2011

Value for money of:

All visitors 2011

1

Shops

4.23

10

Accommodation

4.34

2

Places to eat & drink restaurants

4.29

11

Places to eat & drink – restaurants

3.93

3

Places to eat & drink cafes/takeaways

4.23

12

Places to eat & drink cafes/takeaways

3.89

4

Places to eat & drink - pubs

4.28

13

Places to eat & drink – pubs

3.94

5

Beaches

4.58

14

Places to visit/attractions

4.04

6

Places to visit/attractions

4.47

15

Public transport

4.15

7

Public transport

4.23

16

Nightlife/evening entertainment

4.05

8

Car parks

3.74

9

Garages

3.88

OVERALL ENJOYMENT OF VISIT

4.74 77

Visitors’ Opinions of Cornwall 2011

78

Opinion Score Ranking 2011 All visitors 2011

Rank

Spring

Summer

Autumn/ Winter

Overall enjoyment of your visit to Cornwall:

4.76

4.73

4.75

4.74

1

Quality of service - Beaches

4.43

4.60

4.61

4.58

2

Quality of service - Places to visit/attractions

4.45

4.50

4.44

4.47

3

Value for money - Accommodation

4.30

4.30

4.41

4.34

4

Quality of service - Places to eat & drink - restaurants

4.26

4.32

4.27

4.29

5

Quality of service - Places to eat & drink - pubs

4.18

4.31

4.34

4.28

6

Quality of service - Shops

4.21

4.24

4.23

4.23

7

Quality of service - Places to eat & drink - cafes/takeaways

4.20

4.23

4.25

4.23

8

Quality of service - Public transport

4.19

4.30

4.18

4.23

9

Value for money - Public transport

4.08

4.17

4.18

4.15

10

Value for money - Nightlife/evening entertainment

3.96

4.07

4.08

4.05

11

Value for money - Places to visit/attractions

3.92

4.12

4.03

4.04

12

Value for money - Places to eat & drink - pubs

3.75

4.06

3.98

3.94

13

Value for money - Places to eat & drink - restaurants

3.79

4.04

3.92

3.93

14

Value for money - Places to eat & drink - cafes/takeaways

3.80

3.93

3.92

3.89

15

Quality of service - Garages

3.76

3.96

3.91

3.88

16

Quality of service - Car parks

3.69

3.88

3.62

3.74

17

Indicator

79

Accommodation The value for money of the accommodation in Cornwall received a high average score of 4.34 out of 5.00. 86% of respondents rated the value for money of their accommodation in the county as ‘good’ or ‘very good’. There was little variation in visitors’ opinions of their accommodation according to the time of year of their visit.

80

Shopping Visitors’ opinion of the quality of service in the shops in the county was also high at 4.23 out of 5.00. 86% of respondents rated the quality of service as ‘good’ or ‘very good’ and a further 13% as ‘average’. There was little variation in visitors’ opinions of the shops according to the time of year of their visit.

81

Places to Eat & Drink Like accommodation and shopping in Cornwall, visitors’ opinions of the quality of service at the places to eat and drink in the county were high during 2011 with their opinions of the restaurants, cafes/takeaways and pubs slightly lower in terms of value for money (see chart overleaf). In terms of quality of service a minimum of 85% of respondents rated the places to eat & drink in the county as ‘good’ or ‘very good’, whilst in terms of value for money this proportion decreased to around 70% of respondents. Around a quarter of respondents rated the value for money of the places to eat & drink in the county as ‘average’ and 3-4% as ‘poor’. Whilst visitors’ opinions did not vary significantly according to the time of year of visit, on the whole Summer visitors typically rated the places to eat & drink in the county slightly higher than those visiting during the Spring and Autumn/Winter periods.

82

Places to Eat & Drink

83

Places to Visit/Attractions & the Beach The quality of service at the places to visit/attractions and beaches in the county received two of the highest average scores of all the indicators explored by the 2011 survey at 4.47 and 4.58 out of 5.00 respectively. At 4.04, the average score for the value for money of places to visit/attractions was also high (see chart overleaf). In terms of the quality of service at the places to visit/attractions and beaches in Cornwall a minimum of 92% of respondents rated each of these indicators as ‘good’ or ‘very good’. A further 78% of respondents rated the value for money of the places to visit/attractions as ‘good’ or ‘very good’, 17% as ‘average’ and 5% as ‘poor’ or ‘very poor’. As was the case with the places to eat & drink, whilst visitors’ opinions of the places to visit/attractions and the beach did not vary significantly according to the time of year of visit, on the whole Summer visitors typically rated them slightly higher than those visiting during the Spring and Autumn/Winter periods.

84

Places to Visit/Attractions & the Beach

85

Public Transport, Car Parks & Garages With the exception of car parks and garages, visitors’ opinions of the quality of service and value for money of public transport in the county were very high at 4.23 and 4.15 out of 5.00 respectively. The average scores for the quality of service at car parks (3.74) and garages (3.88) were the second lowest and lowest satisfaction scores of all the 17 indicators being explored by the 2011 survey (see chart overleaf). 80% of respondents rated the quality of service on public transport in Cornwall as ‘good’ or ‘very good’, whilst 78% considered the same level of satisfaction in terms of value for money. The percentage of respondents rating the quality of service at car parks and garages in the county as ‘good’ or ‘very good’ was lower than for public transport at around 65-68%, with a 21%-28% of respondents considering both these indicators in Cornwall to be ‘average’ in terms of satisfaction. 11% of respondents rated the quality of service at car parks in the county as ‘poor’ and a further 3% as ‘very poor’. There was little variation in visitors’ opinions according to the time of year of their visit.

86

Public Transport, Car Parks & Garages

87

Nightlife/Evening Entertainment Opinions of the value for money of nightlife/evening entertainment in the county were also high at 4.05 out of 5.00 with opinions highest amongst Summer and Autumn/Winter visitors and lowest amongst those visiting the county in the Spring. 79% of respondents rated the nightlife/evening entertainment in the county as ‘good’ or ‘very good’, 16% as ‘average’ and 5% as ‘poor’.

88

Overall Enjoyment of Visit At 4.74 out of 5.00 the average score for visitors’ overall enjoyment of their visit to the county was the highest score of all the indicators being explored by the 2011 survey. 96% of respondents rated the overall enjoyment of their visit as ‘good’ or ‘very good’ with little variation according to the time of year of visit.

89

Likelihood of Recommending Cornwall Net Promoter Scores (NPS) are a simple but effective new method for measuring customer loyalty invented by Bain consultant Fred Reicheld who discovered that a single question provides the ultimate measure of just how loyal customers are and that this method could then be used to accurately predict future revenue growth. Promoter Scores (NPS) are calculated by asking a sample of customers a single question “How likely is it that you would recommend xyz to a friend or colleague?”. The respondent is asked to respond on an 11 point scale from ‘0’ (not at all likely) to ‘10’ (extremely likely) depending on how positive they feel about the product/event/location. The proportion of those who think it unlikely they would recommend it (Detractors) subtracted from the proportion that are likely to recommend it (Promoters) produces a single number know as a Net Promoter Score or NPS. Based on their response to this question respondents are then divided into three distinct groups: 0-6 score are Detractors These are customers that have generated sales but are actually bad for the company over the long haul. They are less likely to buy anything/visit the event/location again and more likely to spread bad word of mouth and more costly to serve because of their dissatisfaction. 7-8 are Passives These customers are generally more positive about the product/event/location but are significantly less valuable than Promoters. Many companies over estimate their success by assuming relatively high customer satisfaction will lead to future growth. In reality Passives may be satisfied but that may not be enough in the longer term. 9-10 are Promoters These customers drive business growth. The company/product/event/location has gone beyond satisfying their needs and truly delights them. As a result they will buy more from this company or visit an event or location again in the future, will recommend it to many others and therefore the company/product/event/location will not need to undertake costly ad campaigns or sales promotions to retain their business. The Net Promoter Score or NPS is created by calculating what percentage of the customer base are Promoters and then subtracting the percentage who are Detractors. % Promoters - % Detractors = NPS The higher or more positive the NPS score the more satisfied the customer base.

90

Likelihood of Recommending Cornwall Visitors to the county during 2011 were asked “On a scale of ‘0’ to ‘10’ where ‘0’ is ‘extremely unlikely’ and ‘10’ is ‘extremely likely’, how likely would you be to recommend Cornwall as a place to visit to your friends and/or family?” Using the results from this question the Net Promoter Score or NPS (as described on the previous slide) has been calculated. Cornwall achieved a high recommendation score of +63%, compared with +65% during 2010 and a score for the South West region as a whole during 2010 of +66%. 67% of visitors to the county were categorised as ‘Promoters’ giving a score of 9 or 10 out of 10 for their likelihood of recommending the county to their friends or family. 29% gave a score of 7 or 8 and were categorised as ‘Passives’ whilst just 4% gave a score of 0-6 for their likelihood of recommending Cornwall and were therefore categorised as ‘Detractors’. This is a good score for the county on a metric that can range from -100% to +100% and thus demonstrates the strength of Cornwall as a destination. All Visitors 2011

Spring

Summer

Autumn/ Winter

Detractors

4%

4%

5%

4%

Passives

28%

31%

28%

29%

Promoters

69%

66%

67%

67%

Recommendation score 2011

+65%

+62%

+62%

+63%

Cornwall 2011

Recommendation score 2010

+65%

There was little variation in the Net Promoter Scores according to the time of year of visit. 91

Whether Trip to Cornwall Lived Up to Expectations 69% of visitors to Cornwall during 2011 said that their holiday had been as they expected but it had not exceeded their expectations or been worse than they had expected. Encouragingly, 29% of visitors said their trip to the county had exceeded their expectations whilst only 2% said it had been worse than they had expected. There was little variation according to the time of year of visit.

92

Likes The 2011 survey asked visitors to indicate what they most liked about their visit to Cornwall. The top answers (with a response of more than 1%) are listed below:

As in previous surveys, the atmosphere/ambience of the county (18%) and the scenery/landscape (17%) were the most frequently mentioned factors listed by respondents. 93

Dislikes The 2011 survey also asked visitors to indicate what they least enjoyed about their visit to Cornwall. 53% of those interviewed during 2011 did not cite anything which had spoilt the enjoyment of the their visit. The top dislikes (with a response of more than 1%) are listed below:

The weather (14%) and car parking (13%), along with traffic/road congestion (11%) in the county were the top three factors mentioned by visitors.

94

Improvements Visitors were also asked what, if anything, they thought could be improved in Cornwall. 37% of 2011 interviewees did not cite anything which they thought could be improved. The top suggestions (with a response of more than 1%) are listed below:

Improved/cheaper car parking was suggested by 21% of respondents as well as a further 10% who felt the need for improvements to the public transport provision within the county.

95

Trend Data

The South West Research Company

Trend Data Day visitors from home

Day visitors on holiday

Staying visitors

2006/7

6%

6%

88%

2008/9

6%

5%

89%

2010

4%

5%

90%

2011

8%

4%

88%

Adults only

Adults with children

Average group size

2006/7

82%

18%

2.68

2008/9

79%

21%

3.09

2010

82%

18%

2.72

2011

86%

14%

2.51

Visitor Type 2006-2011

Group Composition 2006 - 2011

Age Group 2006 - 2011

0-15

16-24

25-34

35-44

45-54

55-64

65+

2006/7

13%

7%

7%

15%

16%

21%

21%

2008/9

14%

8%

8%

16%

12%

18%

20%

2010

13%

8%

7%

12%

19%

20%

21%

2011

10%

7%

9%

10%

16%

22%

27%

97

Trend Data Socio-Economic Grouping 2006-2011

AB

C1

C2

DE

2006/7

15%

38%

35%

17%

2008/9

16%

31%

34%

18%

2010

23%

31%

31%

16%

2011

22%

24%

34%

19%

Visitors’ Origin 2008-2011

UK

Overseas

South West

Other UK

2008/9

92%

8%

22%

78%

2010

94%

6%

22%

78%

2011

94%

6%

28%

72%

98

Trend Data Leisure/ holiday

VFR

Business/ conference

Other

2006/7

85%

11%

1%

2%

2008/9

83%

11%

2%

3%

2010

88%

9%

1%

1%

2011

86%

11%

1%

2%

Main Purpose of Visit 2006-2011

Nearest town where staying all staying visitors 2006-2011

Newquay

Looe

Falmouth

St Ives

Bude

2006/7

20%

8%

9%

13%

9%

2008/9

19%

11%

10%

13%

9%

2010

19%

15%

8%

11%

5%

2011

19%

10%

9%

15%

9%

99

Trend Data Duration of stay (nights) - all staying visitors 2006 – 2011

1-2

3-4

5-6

7

8-9

10-13

14

15+

Ave. length of stay

2006/7

6%

24%

17%

32%

7%

3%

9%

2%

6.90

2008/9

7%

23%

15%

30%

8%

2%

9%

6%

7.50

2010

5%

20%

14%

35%

7%

2%

11%

6%

6.63

2011

9%

25%

14%

28%

7%

2%

10%

4%

6.27

Duration of stay (nights) - all staying visitors 1993-2011

Less than one week

One week

More than one week

1993

20%

40%

40%

2000/1

20%

47%

33%

2002/3

37%

36%

27%

2004/5

36%

40%

24%

2006/7

47%

32%

31%

2008/9

45%

30%

25%

2010

39%

35%

26%

2011

48%

28%

23%

100

Trend Data First Time/Repeat Visit 1999-2011

First Visit

Repeat Visit

1993

15%

85%

2000/1

20%

80%

2002/3

22%

78%

2004/5

10%

90%

2006/7

10%

90%

2008/9

12%

88%

2010

12%

88%

2011

11%

89%

When Last Visited 2010 -2011 – Previous Visitors only

2010

2011

Within last month

6%

10%

Within last six mths

23%

23%

Within last 12 mths

16%

16%

1-2 yrs ago

24%

17%

2-4 yrs ago

9%

13%

5 or more yrs ago

20%

21%

101

Trend Data Whether Chose Holiday to Cornwall in Direct Preference to Another Destination 2010 -2011

2010

2011

Yes

13%

9%

No

87%

91%

Other Destinations Considered Visiting 2010-2011

2010

2011

UK locations

60%

71%

Overseas locations

40%

29%

Main form of transport 2006 – 2011

2006/7

2008/9

2010

2011

Car/van/motorcycle etc.

75%

72%

74%

75%

Bus/coach service

6%

3%

5%

3%

Organised coach tour

8%

11%

11%

11%

By plane/air travel

4%

5%

4%

4%

Train

4%

6%

5%

6%

Other

4%

2%

-

1%

102

Trend Data Whether considered any alternative forms of transport 2010 – 2011

2010

2011

Yes

9%

11%

No

91%

89%

Ave. number of car free days 2010 – 2011

2010

2011

Ave. days

1.06

1.04

Proportion of car free days 2010 – 2011

2010

2011

Proportion of days

29%

28%

Travel without a car 2010-2011

2010

2011

Public transport

35%

33%

In area close to accommodation so no transport needed

35%

35%

Other transport

30%

32%

103

Trend Data Information sourcing – prior to visit 20062011

2006/7

2008/9

2010

2011

Previous visit

40%

36%

40%

40%

Recommendation/via family/friends

19%

17%

9% (recommendation)

9% (recommendation)

Tourist board/travel agent

5%

1%

1% (travel agent)

1% (travel agent)

Newspaper/magazine

6%

2%

5% (newspaper advert)

6% (newspaper advert)

Tourist Information Centre (TIC)

2%

1%

1%

1%

Brochure/guide/leaflet

15%

10%

14% (brochure/guide)

15% (brochure/guide)

Internet/website

21%

23%

41% (internet – PC/mobile phone)

35% (internet – PC/mobile phone)

Other

5%

9%

16%

18%

Use of the internet 2010-2011

2010

2011

Information sourcing only

36%

28%

Information sourcing and to book accommodation/car hire/attraction tickets etc.

64%

72%

104

Trend Data Towns visited 2006/2010

2006/7

2008/9

2010

2011

St Ives

44%

41%

38%

38%

Mevagissey

15%

10%

10%

10%

Polperro/Looe

18%

13%

29%

24%

Perranporth/St Agnes

13%

13%

11%

11%

Fowey

9%

St Austell

17%

14%

13%

13%

Padstow/Polzeath

25%

22%

26%

20%

Falmouth/Penryn

39%

34%

36%

32%

Truro

39%

41%

38%

35%

Penzance/Newlyn

24%

22%

23%

17%

Newquay

36%

39%

37%

33%

Bude

18%

Boscastle/Tintagel

10%

Lostwithiel

2%

The Lizard

8%

Bodmin

8%

Torpoint

1%

Launceston

2%

Other

38%

49%

42%

31%

105

Trend Data Activities undertaken 2006-2011

2006/7

2008/9

2010

2011

Spending half a day or more on the beach

40%

41%

47%

40%

Swimming in the sea

21%

18%

25%

16%

Visiting the cinema

5%

7%

7%

6%

Shopping

76%

78%

79%

82%

Short walk – up to 2 miles

87%

79%

83%

81%

Long walk – more than 2 miles

44%

44%

48%

41%

Cycling

4%

6%

9%

5%

Sailing/yachting/boating

6%

7%

8%

8%

Other water sports e.g surfing/windsurfing

7%

8%

12%

6%

Swimming (pool)

15%

14%

15%

13%

Fishing

7%

7%

9%

6%

Other outdoor sport/pursuit

4%

2%

2%

2%

Golf

3%

4%

5%

3%

Other

10%

10%

14%

6%

106

Trend Data Activities undertaken – main reason for visit 2006-2011

2006/7

2008/9

2010

2011

Spending half a day or more on the beach

19%

13%

16%

11%

Swimming in the sea

5%

1%

2%

1%

-

-

-

3%

Shopping

5%

1%

-

1%

Short walk – up to 2 miles

10%

-

-

1%

Long walk – more than 2 miles

16%

9%

14%

12%

Cycling

1%

3%

6%

10%

Sailing/yachting/boating

3%

1%

-

5%

Other water sports e.g surfing/windsurfing

7%

14%

14%

25%

Swimming (pool)

1%

-

-

-

Fishing

3%

3%

8%

2%

Other outdoor sport/pursuit

1%

5%

-

10%

Golf

1%

-

4%

3%

Other

31%

51%

36%

41%

Visiting the cinema

107

Trend Data Recommendation Score 2010-2011

2010

2011

Recommendation Score

+65%

+63%

108