WHAT DO YOU CONSIDER IMPORTANT WHEN CHOOSING A DESTINATION FOR YOUR SUMMER HOLIDAY?

Transcription

1 WHAT DO YOU CONSIDER IMPORTANT WHEN CHOOSING A DESTINATION FOR YOUR SUMMER HOLIDAY? I-Test Overall Results Part 1 of 4 June, 2009

2 General Manager Enric Renau Manager Sílvia Amblàs Project Manager Pere Casamayor Technical Analyst Rachel Nelson Carrer del Clot, 104 planta baixa Barcelona Tel Fax Correu-e:

3 Index itest 1. Introduction Presentation and Objectives Methodology Technical Characteristics The Questionnaire On the Web Reading the Report Overall results Web Users of FIA Touring and Automobile Clubs Importance of destination factors when choosing a holiday destination Holiday Destinations Method of Transportation Composition of Holiday Travel Party Evaluation of Summer Holiday Destination Comparison of Importance and Evaluation of Destination Factors Conclusions Page i

4 1. Introduction itest 1. Introduction 1

5 1. Introduction itest 1.1 Presentation and Objectives Many factors are involved in the decision of choosing a summer holiday destination. The climate/weather, a general sense of safety, the quality of swimming water and beaches or the number of tourists attractions are examples of the aspects which may be considered when deciding where to take a long summer holiday. The general objective of this study is to collect information regarding FIA automobile and touring club web users perception of their most recent long holiday and the importance of aspects when choosing a holiday destination. This information, collected from FIA touring and automobile clubs around the globe, will be used to better assist users in choosing their holiday destinations. DEP Institute, a company specialized in sociological and market studies, has been assigned the following study and the application of a quantitative methodology to evaluate the importance of factors when travellers choose a holiday destination so that FIA touring and automobile clubs can better assist their users in making this decision. 2

6 1. Introduction itest 1.2 Methodology To meet the previously defined objectives of the study the following methodological process was followed: 1. Design of the survey 2. Translation of the survey into the languages of the participating clubs 3. Preparation and implementation of the survey on the websites of the participating clubs 4. Realization of the fieldwork 5. Monitoring of the progress of the fieldwork 6. Validation of the fieldwork 7. Translation and codification of the open-ended answers 8. Statistical tabulation and exploitation of the data 9. Analysis of the data: overall, by regions, by countries 1 and by countries which receive tourists Production of the final report of results 1 These are participating countries whose sample size was at least Countries which are one of the top recent holiday destinations and are not already included in the country analysis. 3

7 1. Introduction itest 1.3 Technical Characteristics Ambit: 38 countries. Universe: FIA touring and automobile club web users. Method of collection the information: an online, structured questionnaire. Sample: 9,041 questionnaires. Margin of error of the sample: The error associated with the entire sample is ±1.05% for a confidence level of 95.5% (2 sigmas), and in the case of maximum indetermination (p=q=50%). Date of fieldwork: January 28th, 2009 and was extended to the 8 th of April This survey includes FIA automobile and touring club web users from around the globe. It includes more than 9,000 responses from 38 countries and 45 touring and automobile clubs from every continent. This allows for the aggregate analysis of data on an international level and to understand better extent the resulting similarities and differences regarding tourism. The use of an online survey permits the study to concentrate on those who are users of FIA automobile and touring club services, specifically those who visit the websites or receive an electronic newsletter. Respondents self select themselves to participate in the survey and voluntarily complete the questionnaire. These conditions limit possibility to control of characteristics of the universe within the sample. The varying number of completed surveys for different regions and countries results in differences in sample error and representativeness of those clubs webs users. Europe has a very large presence within the overall sample (76%) and therefore is represented to a great extent in those results. The universe of this particular survey is that of those who are close to or members of 4

8 1. Introduction itest FIA automobile and touring clubs. In this sense, the samples obtained from Europe, regions within Europe, and outside of Europe are sufficiently representative of the target population because FIA automobile and touring clubs have members around the world and are an attractive target population within the tourism sector. The global component of this study allows for an analysis of the opinions regarding holiday destinations and tourism of a population which can be found within all regions of the world and is a specific touristic target of interest. The 38 countries which participate in the study are divided into the following regions: Northern Europe: Denmark, Finland, Iceland, Norway, Sweden and the United Kingdom; Southern Europe: Bosnia Herzegovina, Croatia, Greece, Italy, Portugal, Serbia, Slovenia and Spain; Western Europe: Austria, France, Germany, Luxembourg, Netherlands, and Switzerland; Eastern Europe: Czech Republic, Hungary, Romania and Slovakia; Central and East Asia: Japan, China, India and Malaysia; West Asia: Turkey, Israel, Lebanon and Yemen; Oceania: Australia and New Zealand and Africa: Algeria and South Africa. The total population of the 38 countries participating in this study represents 50.0% of the world s population. 5

9 1. Introduction itest UNIVERSE COUNTRY SAMPLE TOURING CLUB D'ALGERIE WEB USERS ALGERIA 21 AUTOMÓVIL CLUB ARGENTINO WEB USERS ARGENTINA 294 RRAASA, RACQ, RACV AND RACWA WEB USERS AUSTRALIA 321 ÖSTERREICHISCHER AUTOMOBIL- MOTORRAD - UND TOURING CLUB WEB USERS AUSTRIA 636 BELARUSIAN AUTO MOTO TOURING CLUB WEB USERS BELARUS 17 BOSNIA AND HERZEGOVINA AUTOMOBILE CLUB WEB USERS BOSNIA HERTZEGOVINA 35 HRVATSKI AUTOKLUB WEB USERS CROATIA 163 USTREDNI AUTOMOTOKLUB CR WEB USERS CZECH REPUBLIC 226 AAC WEB USERS CHINA 48 FORENEDE DANSKE MOTOREJERE WEB USERS DENMARK 72 AUTOMOBILE AND TOURING CLUB OF FINLAND WEB USERS FINLAND 193 CAMPING CLUB DE FRANCE AND FEDERATION FRANCAISE DES AUTOMOBILE-CLUBS ET DES USAGERS DE LA ROUTE WEB USERS FRANCE 158 ALLGEMEINER DEUTSCHER AUTOMOBIL-CLUB E.V. AND AUTOMOBILCLUB VON DEUTSCHLAND E.V. WEB USERS GERMANY 1375 AUTOMOBILE AND TOURING CLUB OF GREECE WEB USERS GREECE 91 MAGYAR AUTOKLUB WEB USERS HUNGARY 78 ICELANDIC AUTOMOBILE ASSOCIATION - FELAG ISLENSKRA BIFREIDAEIGENDA WEB USERS ICELAND 61 AUTOMOBILE ASSOCIATION OF UPPER INDIA AND AUTOMOBILE ASSOCIATION OF SOUTHERN INDIA WEB USERS INDIA 47 AUTOMOBILE AND TOURING CLUB OF ISRAEL WEB USERS ISRAEL 16 AUTOMOBILE CLUB D'ITALIA WEB USERS ITALY 246 JAPAN AUTOMOBILE FEDERATION JAPAN 890 AUTOMOBILE ET TOURING CLUB DU LIBAN LEBANON 81 AUTOMOBILE CLUB DU GRAND-DUCHE DE LUXEMBOURG LUXEMBOURG 52 THE AUTOMOBILE ASSOCIATION OF MALAYSIA MALAYSIA 16 KONINKLIJKE NEDERLANDSE TOERISTENBOND WEB USERS NETHERLANDS 987 THE NEW ZEALAND AUTOMOBILE ASSOCIATION INC. WEB USERS NEW ZEALAND 109 NORGES AUTOMOBIL-FORBUND WEB USERS NORWAY 246 AUTOMOVEL CLUB DE PORTUGAL WEB USERS PORTUGAL 249 AUTOMOBIL CLUBUL ROMAN WEB USERS ROMANIA 275 ASSOCIACIÓ DE L'AUTOMÒBIL I LA MOTOCICLETA DE SERBIA WEB USERS SERBIA 47 SLOVENSKY AUTOTURIST KLUB WEB USERS SLOVAKIA 20 AUTO-MOTO ZVEZA SLOVENIJE WEB USERS SLOVENIA 196 THE AUTOMOBILE ASSOCIATION OF SOUTH AFRICA WEB USERS SOUTH AFRICA 133 REAL AUTOMOVIL CLUB DE ESPAÑA AND REIAL AUTOMOBIL CLUB DE CATALUNYA WEB USERS SPAIN 702 MOTORMANNENS RIKSFORBUND WEB USERS SWEDEN 217 TOURING CLUB SUISSE WEB USERS SWITZERLAND 18 TURKIYE TURING VE OTOMOBIL KURUMU WEB USERS TURKEY 82 AUTOMOBILE ASSOCIATION LTD WEB USERS UNITED KINGDOM 538 YEMEN CLUB FOR TOURING & AUTOMOBILE WEB USERS YEMEN 28 6

10 1. Introduction itest 1.4 The Questionnaire 7

11 1. Introduction itest 8

12 1. Introduction itest 1.5 On the Web A link to the questionnaire was put on the participating FIA touring and automobile clubs around the world, as well as linked in the clubs electronic newsletters. 9

13 1. Introduction itest 1.6 Reading the report The data in the tables and graphs are in percentages and their reading is vertical, or in other words, the columns add to 100%, except where it is otherwise indicated. The questions are SIMPLE and SUGGESTED (one answer per person, before a list of possibilities) if not otherwise indicated. In case of MÚLTIPLE questions (possibility of more than one answer per person) or SPONTANEOUS questions (the response is not previously defined) it is indicated below the graph or table. It should be considered that, in these cases, the vertical percentages will sum more than one hundred. The statistically significant differences are reflected with a grey background in the tables. To measure the questions which refer to perceptions and evaluations, a scale from 1 to 10 has been used, where only the minimum value and maximum value have been defined for the respondent. In some items, the following terms are used: mean (a central tendency), median (value which divides the sample in two equal parts) and standard deviation (dispersion measure which tells us between what to values are 95.5% of the cases). The graphics have been constructed using a base of the total valid answers for the corresponding question. To facilitate the analysis and presentation of the recent holiday destinations of participants the destinations were divided into the following regions: Northern Europe: Denmark, Estonia, Finland, Iceland, Ireland, Latvia, Lithuania, Norway, Sweden, United Kingdom; Southern Europe: Albania, Bosnia and Herzegovina, Croatia, Greece, Italy, Macedonia, Malta, Montenegro, Portugal, Serbia, Slovenia and Spain; Eastern Europe: Bulgaria, Czech Republic, Hungary, Moldova, Poland, Romania, Russian Federation, Slovakia and Ukraine; Western Europe: Austria, Belgium, France, Germany, Luxembourg, Netherlands and Switzerland; Africa: Algeria, Benin, Botswana, Burkina Faso, Burundi, Cameroon, Chad, Egypt, Ethiopia, Gambia, Kenya, Lesotho, Libya, Madagascar, Mali, Mauritania, Mauritius, Morocco, Mozambique, Namibia, Nigeria, Senegal, South Africa, Tanzania, Tunisia, Uganda, Zambia, Zimbabwe; Latin America: Argentina, Barbados, Bolivia, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Guyana, Honduras, Jamaica, Mexico, Nicaragua, Paraguay, Peru, Puerto Rico, Suriname, Trinidad and 10

14 1. Introduction itest Tobago and Venezuela; North America: Canada and the United States; West Asia: Armenia, Azerbaijan, Cyprus, Georgia, Israel, Jordan, Kuwait, Oman, Qatar, Saudi Arabia, Syria, Turkey, United Arab Emirates and Yemen; Central and East Asia: Bangladesh, Cambodia, China, Hong Kong SAR, India Indonesia, Korea, Kyrgyz Republic, Japan, Kazakhstan, Malaysia, Mongolia, Nepal, Pakistan, Philippines, Singapore, Sri Lanka, Taiwan, Tajikistan Thailand, Uzbekistan and Vietnam; and Oceania: Australia and New Zealand. 11

15 2. Overall Results itest 2. Overall Results 12

16 2. Overall Results itest 2. Overall Results 2.1 Description of FIA Touring and Automobile Club Web Users 76.5% of the overall sample originates from Europe. 61.3% of the sample is male and 38.7% female. The mean age of the sample is 45.6 years. Sex (%) Female 38.7% Base: 8,102 Age (%) Male 61.3% Regional Distribution of Sample (%) % 0.4% 1.7% 3.3% 4.8% 11.1% 6.8% 35.7% Base: 9, % 19.2% Northern Europe Southern Europe Western Europe Eastern Europe Central and East Asia Oceania Africa West Asia FIA general Argentina Base: 8,075 Mean Age Median Age Std. Deviation

17 2. Overall Results itest 2.2 Importance of Factors When Choosing a Summer Holiday Destination The five most important factors when choosing a summer holiday destination for the overall sample are a general sense of safety, climate/weather, quality of accommodation, presence of areas of natural beauty and the accessibility by a favourite means of travel. The 5 Most Important Factors When Choosing Holiday Destination (means) General sense of safety 8.5 Climate/weather 8.2 Quality of accommodation 8.2 Presence of areas of natural beauty 8.0 Can be reached by your favourite means of travel

18 2. Overall Results itest The overall mean factor importance of the 19 aspects is 7.1 on a scale of 1 to 10, where 1 is not important at all and 10 is extremely important. The factors with the lowest mean scores are public transport in the country of destination, nightlife and the availability of sports facilities. Importance of Factors When Choosing a Holiday Destination (means) General sense of safety Climate/weather Quality of accommodation Presence of areas of natural beauty Can be reached by your favourite means of travel Quality of swimming water and beaches Hospitality of inhabitants Cost of living in the country Eating and drinking Price of transportation to destination Medical facilities Number of tourist atractions Political situation Concern for the environment Quality of the road network Opportunity for adventure and discovery Public transport in the country of destination Nightlife Availability of sports facilities Overall Mean Factor Importance

19 2. Overall Results itest Men give a higher mean importance to accessibility by a favourite means of travel and the availability of sports facilities. Women give a higher mean importance to general sense of safety, climate/weather, quality of accommodation, quality of swimming water and beaches, cost of living in the country, price of transportation to destination, number of tourist attractions, concern for the environment, opportunity for adventure and discovery, and public transport. Those give a higher mean importance to the opportunity for adventure and discovery, public transport in the country of destination and nightlife. Those years of age give more importance than older age groups to the quality of swimming water and beaches and the availability of sports facilities. Respondents 46 years of age and older give more importance to the accessibility of a destination by a favourite means of travel and the medical facilities. Factors Sex (means) Age (means) Male Female General sense of safety Climate/weather Quality of accommodation Presence of areas of natural beauty Can be reached by your favourite means of travel Quality of swimming water and beaches Hospitality of inhabitants Cost of living in the country Eating and drinking Price of transportation to destination Medical facilities Number of tourist attractions Political situation Concern for the environment Quality of the road network Opportunity for adventure and discovery Public transport in the country of destination Nightlife Availability of sports facilities

20 2. Overall Results itest 2.3 Summer Holiday Destinations Italy and Spain are the top recent long holiday destinations. They are followed by France, Japan, Greece, the United States, Croatia, Austria, Australia and Germany and are together the most common holiday destinations of FIA touring and automobile web users. Top 10*Recent Holiday Destinations (%) Italy Spain France Japan Greece United States Croatia Austria Australia Germany 3.3% 3.3% 3.3% 5.0% 4.9% 6.2% 5.9% 7.1% 8.5% 8.4% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% Base: 7,268 *All other destinations received less than 3% of answers. 17

21 2. Overall Results itest 31.5% of respondents took their last long holiday to a destination in Southern Europe. 59.0% of respondents last visited a destination in Europe while 17.5% visited a holiday destination in Asia. Holiday Destinations by Region (%) 5.0% 6.2% 6.3% 6.7% 7.0% 4.3% 3.9% Southern Europe 31.5% Western Europe Central and East Asia Northern Europe Africa Latin America North America West Asia Oceania 16.6% 12.5% Eastern Europe Base: 7,268 18

22 2. Overall Results itest Compared with women, men travel in slightly greater percentage to Eastern Europe and Central and East Asia. Women travel to a greater degree to destinations in Africa, North America and Oceania. Respondents between the ages of 18 and 30 years travel in greater percentage than older age groups to destinations in Eastern Europe, Africa, Latin America, North America and West Asia. Those years of age travel to a greater degree than respondents of other ages to Central and East Asian destinations. Those over 65 years of age travel to a greater degree to Northern and Western Europe when compared to younger respondents. Regions Sex (%) Age (%) Male Female Northern Europe Southern Europe Western Europe Eastern Europe Africa Latin America North America West Asia Central and East Asia Oceania

23 2. Overall Results itest Australia is the best evaluation destination and Oceania, the region to which it pertains is the best evaluated destination region. Tourists give this country and region the highest mean evaluations. Romania is the destination country which receives the lowest mean evaluation. Africa receives the lowest mean evaluation of the destination regions, but Eastern Europe is second to last. Rank Ranking of Destinations* Destination Mean Evaluation Australia 8.1 Austria 7.9 Sweden 7.8 Netherlands 7.6 United States 7.6 Spain 7.5 Italy 7.5 Portugal 7.5 France 7.4 Greece 7.4 Germany 7.3 Argentina 7.2 United Kingdom 7.1 Norway 7.1 Croatia 7.1 Japan 7.0 Czech Republic 6.8 Romania 6.6 Ranking of Destination Regions Rank Destination Region Mean Evaluation 1 Oceania Western Europe Northern Europe Southern Europe Western Asia Central and East Asia Eastern Europe Africa 6.8 * This ranking includes the top 10 destinations of the overall sample and other participating countries whose sample size was at least

24 2. Overall Results itest 2.4 Method of Transportation Method of transportation (%) Travel by plane and travel by car are the two most common methods of transportation to a holiday destination. These means of travel are each used by more than 50% of respondents. by plane by car by coach 7.1% 51.7% 50.9% 9.8% of respondents travelled by car and by plane to their holiday destination. by boat by train 6.4% 6.2% Other methods of transportation include camper, caravan or motor home vehicles, motorcycle, bicycle or taxi. Method of Transportation by Destination Region (%) other 3.4% 0% 10% 20% 30% 40% 50% 60% Base: 8, other by boat by coach by plane by train by car The method of transportation used to reach the holiday destination is fairly similar by holiday destination region. However, travel by car is more significant for respondents who travelled to Northern or Western European destinations. Travel by plane is significant for destinations in Africa, Latin America, North America, West Asia and Oceania. 0 Northern Europe Southern Europe Eastern Europe Western Europe Africa Base: 7,152 Latin America North America West Asia Central and East Asia Oceania There are no significant differences in the method of transportation used by age or sex of respondents. 21

25 2. Overall Results itest 2.5 Composition of Holiday Travel Party 48.4% of respondents travelled with a partner on their last long holiday. The second most common travel party composition was travel with a partner and children. The least common composition of a holiday travel party consists in a respondent travelling only with children. Other types of holiday travel parties include travel with friends or family (parents, siblings, adult children or grandchildren). 2.2% 25.3% Composition of Holiday Travel Party (%) 9.9% 3.2% 5.2% 5.8% Base: 7, % alone with a partner with a partner and children with children with a group (not children) with a group and children other Composition of Holiday Travel Party by Destination Region (%) 100% 80% 60% 40% 20% 0% Northern Europe Southern Europe Eastern Europe Western Europe Africa Base: 7,051 Latin America North America West Asia Central and East Asia Oceania other alone with a partner with a partner and c hildren with c hildren with a group (not children) with a group and children The compositions of holiday travel parties are very similar for the different destination regions. Western European destinations are slightly more common for those travelling with a partner and children. Those travelling with a group that does not include children travel in greater percentage to destinations in Eastern Europe and Africa. 22

26 2. Overall Results itest Travel by car is significant for those travelling with a partner and children. Those travelling alone or in other types of travel parties travel to a slightly greater degree by plane than other travel parties. Those travelling with a group that does not include children travel in larger percentage by coach Method of Transportation by Composition of Holiday Travel Party (%) Other Alone with a partner with a partner and c hildren with c hildren Base: 7,901 with a group (not c hildren) with a group and children other by boat by coach Men travel in greater percentage with a partner, while women travel more than men with children and with groups (with and without children). by plane by train by car Respondents years of age travel in greater percentage with a group (not including children) or in other types of travel parties. Respondents travel in higher percentage with a partner and children or with children than other age groups. Those 46 years of age and older travel to a greater degree with a partner than other age groups. Travel Companion Sex (%) Age (%) Male Female other alone with a partner with a partner and children with children with a group (not children) with a group and children

27 2. Overall Results itest 2.6 Evaluation of Summer Holiday Destination The presence of areas of natural beauty is the factor with the highest mean evaluation. It is closely followed by factors such as: climate/weather, the accessibility by a favourite means of travel and general sense of safety. Evaluation of Holiday Destination Factors (means) Presence of areas of natural beauty Climate/weather Can be reached by your favourite means of travel General sense of safety Number of tourist attractions Eating and drinking Quality of accomodation Hospitality of inhabitants Political situation Quality of swimming water and beaches Quality of the road network Medical facilities Price of transportation to destination Opportunity for adventure and discovery Cost of living in the country Public transport in the country of destination Concern for the environment Nightlife Availability of sports facilities Overall Mean Factor Evaluation

28 2. Overall Results itest Women give a higher mean evaluation to the presence of areas of natural beauty, climate/weather, number of tourist attractions, quality of accommodation, hospitality of inhabitants, price of transportation to destination, opportunity for adventure and discovery, cost of living in the country, public transport and nightlife. Respondents gave a higher mean evaluation to the opportunity for adventure and discovery, nightlife and the availability of sports facilities. Those 46 years of age and older give a higher mean importance to medical facilities. Sex (means) Age (means) Factors Male Female Presence of areas of natural beauty Climate/weather Can be reached by your favourite means of travel General sense of safety Number of tourist attractions Eating and drinking Quality of accommodation Hospitality of inhabitants Political situation Quality of swimming water and beaches Quality of the road network Medical facilities Price of transportation to destination Opportunity for adventure and discovery Cost of living in the country Public transport Concern for the environment Nightlife Availability of sports facilities

29 2. Overall Results itest 2.7 Comparison of Importance and Evaluation More than half of the 19 factors receive a higher evaluation than importance. However, factors such as general sense of safety or medical facilities have a higher mean importance. The gaps between mean importance and mean evaluation are significant for all 19 aspects of the country of destination. Oceania receives the highest mean evaluation of the destination regions. Comparison of Mean Importance and Mean Evaluation by Destination Region (Mean of means) Oceania North America Western Europe Northern Europe Central and East Asia Southern Europe West Asia Latin America Africa Eastern Euroe Importanc e Evaluation Comparision of Importance and Evaluation (means) Public transport in the country of destination Availability of sports facilities Nightlife Opportunity for adventure and discovery Number of tourist atractions Quality of the road network Political situation Can be reached by your favourite means of travel Presence of areas of natural beauty Eating and drinking Hospitality of inhabitants Cost of living in the country Price of transportation to destination Concern for the environment General sense of safety Medical facilities Quality of accommodation Quality of swimming water and beaches Climate/weather Importance Evaluation 26

30 2. Overall Results itest The gap between the mean importance and the mean evaluation can be interpreted as the level of satisfaction of the tourists. When the evaluation is higher than the importance this indicates satisfaction. The differences between evaluation and importance and further illustrated with a division by the type of factor. Green indicates satisfaction or rather a higher mean evaluation than mean importance. Red signifies a lower mean evaluation and grey indicates an equal mean evaluation and mean importance. Overall tourists are satisfied. The mean gap between importance and evaluation is 0.2, with the evaluation being higher. All categories of the factors have a higher mean evaluation than importance except for the group of factors which concern the environment. There are no significant differences in the mean gap by age and sex of the respondents. The mean gap between importance and evaluation is the same (0.2) for both men and women and all age groups. Mean Importance 7.1 Overall Mean Evaluation Mean Gap Transportation/ Infrastructure Factor Category Environment Leisure/ tourism/ dining Social and Political Situation 27

31 3. Conclusions itest 3. Conclusions 28

32 3. Conclusions itest Conclusions The study had a total of 9,041 responses. The 38 participating countries include: Algeria, Argentina, Australia, Austria, Belarus, Bosnia Herzegovina, China, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, India, Israel, Italy, Japan, Lebanon, Luxembourg, Malaysia, Netherlands, New Zealand, Norway, Portugal, Romania, Serbia, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland, Turkey, United Kingdom and Yemen. 76.5% of the overall sample is from Europe. 61.3% of the overall sample is male, while 38.7% is female. The mean age of the sample is 45.6 years. Overall, the most important factor for respondents when they choose a holiday destination is the general sense of safety. Women give a slightly higher mean importance to this factor than men while it is given similar importance by all age groups of respondents. General sense of safety is also one of the factors that are best evaluated by the overall sample; however, the mean evaluation is 0.5 points below the mean importance. Climate/weather, quality of accommodation, presence of areas of natural beauty and accessibility by a favourite means of travel are factors which also receive a high mean importance. Overall, factors which correspond to environmental, social or political aspects of a country receive a higher mean importance. Public transport in the country of destination, the availability of sports facilities and nightlife are consistently less important factors for respondents when they choose a holiday destination. Nightlife, however, is more important and receives a better evaluation from younger respondents, especially those between 18 and 30 years of age. Those give more importance to the quality of swimming water and beaches and the availability of sports facilities. Respondents older than 46 years of age give a higher mean importance to the accessibility of a destination by a favourite means of travel and the medical facilities available in the country of destination. The largest percentage of respondents took their last holiday to Southern European destinations. Italy and Spain are the top two holiday destinations of the overall sample. While Southern Europe is the most frequent holiday destination region among European respondents, respondents from Central and East Asia, Oceania, Africa, and West Asia significantly travel within their own respective regions. This is especially evident in the case of Japan. More than half of the Japanese respondents took their last holiday to a destination within Japan. 29

33 3. Conclusions itest Younger respondents travelled in greater percentage to destinations outside of Europe when compared with older respondents. Respondents between 18 and 30 years travel in greater percentage than older groups to destinations in Eastern Europe, Africa, Latin America, North America and West Asia. Those 65 years of age and older travel to a greater degree to Northern and Western European destinations while those 31 to 45 years of age travel in greater percentage to destinations in Central and East Asia. Australia is the highest evaluated destination country. Recent tourists to Australia and also to Oceania in general gave this country and region the highest mean evaluation. Romania, on the other hand, ranks lowest in the evaluation as a destination. Africa ranks lowest and Eastern Europe, second to lowest in the ranking of destination regions. The two most common means of travel to a destination are travel by car and travel by plane. There are significant differences, however, by origin of respondents and by the destination of respondents. Eastern Europeans travel by car and by coach to a greater degree than respondents from other regions. Travel by train is more common for respondents from Central and East Asia, while travel by plane is more significant for respondents from Northern Europe and West Asia. For respondents who took their last holiday to destinations in Africa, Latin America, North America, West Asia and Oceania a higher percentage use a plane as a method of transport than those who travelled to other regions. Respondents who recently travelled to Northern or Western Europe travelled by car to a larger degree than those who travelled to other regions. There are no significant differences in the method of transportation used by sex and age of the respondent. Respondents travel most with a partner. 73.7% of all respondents travelled most recently with a partner or with a partner and children. There are some small differences in the composition of the holiday travel party of respondents by their origin. Southern Europeans, for example, travel to a greater extent than respondents from other regions with a group (with or without children). Respondents 18 to 30 years of age travel in greater percentage in groups (without children) while those travel to a greater degree with a partner and children or with children when compared to other age groups. Those 46 years of age and older travel to a great degree with a partner than younger age groups. 30

34 3. Conclusions itest The method of transportation used was mostly homogeneous for the different possible compositions of holiday travel parties. However, overall, travel by car was more significant for those who travelled with a partner and children than those who travelled with other types of travel parties. Also, respondents who travelled with a group travelled to a greater degree by coach. Women travelled to a greater degree than men with children or with a group (either with or without children). Men, on the other hand, travelled with a partner in greater proportion than women. The presence of areas of natural beauty is the factor which receives the overall highest mean evaluation. Women give a slightly higher mean evaluation of this factor than men. The mean evaluations of the 19 country aspects are close together. Climate/weather, accessibility by a favourite means of travel, and general sense of safety also receive high mean evaluations. Overall, factors which deal with environment, social or political aspects of the country of destination receive a higher mean evaluation than other factors. Also, respondents from Oceania and Eastern Europe tend to give higher mean evaluations to the aspects of the country of destination than respondents from other regions. The scores for importance and evaluation of country factors are often significantly different. When comparing the mean importance of the factors to their mean evaluation, all 19 factors have significant gaps between these two distinct scores in the overall sample. Overall, the largest gap is for the public transport in the country of destination. This aspect receives a much higher mean evaluation than the mean importance it receives. The factor, cost of living in the country has the largest gap for those factors when the mean importance is higher than the mean evaluation. The gaps between importance and evaluation by tourists to the different countries of destinations are significant in most cases. It also should be noted that the most important factor and the best evaluated factor are often the same. Tourists from Oceania are the most satisfied while those from Southern Europe are the least satisfied. Eastern Europeans, who rank 5 th out of 8, are right in between, with no gap between their mean importance and their mean evaluation. At the country level, the British are the most satisfied tourists with the Australians in a close 2 nd place. The Portuguese, on the other hand, are the least satisfied, with the biggest gap between mean evaluation and mean importance. 31