Ministry of Jobs, Tourism and Innovation. In-Market Research Report

Transcription

1 Ministry of Jobs, Tourism and Innovation In-Market Research Report 2012 Prepared for: BC Ministry of Jobs, Tourism and Innovation Prepared by: NRG Research Group May 17, 2012

2 Contents Methodology... 5 Introduction... 5 Sample... 5 Data Collection... 5 Data Analysis... 5 Respondent Characteristics... 7 Origin of Respondents... 7 Education... 8 Education by Origin... 9 Household Composition... 9 Age Household Income Gender Gender by Region Travel Profile Number of Trips Taken in the Past 12 Months Types of Trip Most Enjoyed Types of Trip Most Enjoyed by Origin Importance of Factors in Choosing a Destination Importance of Factors in Choosing a Destination Importance of factors in Choosing a Destination by Origin Importance of factors in Choosing a Destination by Region Profiled Top Five Factors in Choosing a Destination Top Five Factors in Choosing a Destination by Origin Top Five Factors in Choosing a Destination by Region Profiled Familiarity with BC Places BC resident familiarity with wider regional groupings Have sought Additional Information Have Sought Additional Information by Market Places Visited Places Visited by origin Places Visited by year Places Visited in BC (Among those who had visited BC) Places Visited in BC by Origin Season of Most Recent Trip Season of Most Recent Trip By Origin Season of Most Recent Trip By Region Visited Page 2

3 Overall Impressions Overall Impressions (by Year) Overall Impressions (by Region and Origin) Top Three Activities Top Three Activities (by Origin) Top Three Activities (by Origin) Activities Participated in (by Origin) Activities Participated in (by Region) Motivated Trip to Region (Overall) Motivated Trip to Region (by Origin) Motivated Trip to Region (by Region Visited) Motivation Versus Participation Attribute Associations with BC Tourism Regions Average Association Ratings by Region Top Three Factors Associated with BC Regions Top Three Factors Associated with BC Regions (by Region) Importance Performance Matrix BC Regions Positioning Map Type of Trip Type of Trip (By Year) Type of Trip (By Region) Season of Trip Main Trip Activities Main Activity by Trip Type Main Activity by Origin Main Activity (by Region) Reasons Not Likely to Visit Reasons Not Likely to Visit (by Region) Travelling Party Composition Travelling Party Composition (by Trip Type) Travelling Party (by Origin) Travelling Party (by Region) Regions Visited (by Trip Type) Other Regions Visited Other Regions Visited by trip type Other Regions Visited (by Origin) Other Regions Visited (by Region Profiled) Trip Planning Page 3

4 Timing of Trip Planning Activities Timing of Trip Planning Activities (by Region) Planning tools Used Planning tools Used (by Origin) Planning tools Used (by Region) Vancouver, Coast & Mountains (other than Vancouver / Whistler) Importance /Satisfaction Matrix - Vancouver, Coast and Mountains (other than Vancouver / Whistler) Perceptual Map - Vancouver, Coast and Mountains (other than Vancouver / Whistler) Vancouver Island (Other Than Victoria) Importance /Satisfaction Matrix Vancouver Island (other than Victoria) Perceptual Map Vancouver Island (other than Victoria) Thompson Okanagan (other than Kelowna / Kamloops) Importance /Satisfaction Matrix - Thompson Okanagan (other than Kelowna / Kamloops) Perceptual Map Thompson Okanagan (other than Kelowna / Kamloops) Cariboo Chilcotin Coast Importance /Satisfaction Matrix - Cariboo Chilcotin Coast Northern BC Importance /Satisfaction Matrix Northern BC Perceptual Map Northern BC Kootenay Rockies Importance /Satisfaction Matrix Kootenay Rockies Page 4

5 Methodology INTRODUCTION This report combines the results of two recently conducted In-Market studies. In late 2011, the survey was conducted among residents of Alberta, Western Washington State and Eastern Washington State; and in March 2012, the survey was repeated among residents of British Columbia. These surveys were conducted primarily to update similar studies conducted in 2008 and The combined 2011/2012 results are compared, where applicable, against findings from studies conducted in previous years. The purpose of these ongoing studies is to provide the Ministry and the six tourism regions with market profiles and brand attitudes from key regional markets. SAMPLE The 2011 and 2012 surveys sampled respondents from key geographic markets for BC s six tourism regions. The 2011 survey was conducted among residents of Alberta, Western Washington State and Eastern Washington State, while the 2012 survey focused on British Columbia residents, divided into two groups Lower Mainland and Other BC. DATA COLLECTION Both the 2011 and 2012 surveys were distributed to respondents on-line using similar questionnaires to the studies conducted in 2006 and Survey programming, hosting and data collection was undertaken by NRG Research, utilizing Research Now s on-line panel. A quota sample was used to ensure that each region had enough responses to create reliable profiles. Minimum quotas of n=300 evaluations for each of the six tourism regions were set for both the 2011 and 2012 surveys, therefore no fewer than n=600 evaluations of each of the six tourism regions have been conducted. The 2011 survey went into field on November 17 th and came out on November 30 th, with a total of n=2,004 surveys collected. The 2012 survey was in field from March 22 nd to March 24 th, with n=1,047 surveys collected. Note that for the 2012 survey, respondents evaluated up to two tourism regions, therefore the number of unique respondents required to meet minimum regional quotas was significantly reduced. DATA ANALYSIS As two regional evaluations were completed by BC respondents (2012 survey), it was necessary to use two weights in this report. The first weight accurately reflects the population of travellers from each of the markets profiled, based on region, gender, age and education. This weight is used for all questions respondents answered just once. The second weight is re-proportioned to the total number of responses by region, gender, age and education and is used for all regional evaluation questions to mitigate the overrepresentation of BC residents in the total sample. This second weight is also used in tables where the profiled regions are compared against the non-regional evaluation questions. The weight in use is indicated at the bottom of each page. Page 5

6 Where practical, and when assumptions and requirements such as minimum sample size were met, significance tests were conducted to assess differences between the locations. All statistical tests used a 0.05 significance level. Don t know and refused responses were coded to be missing values for the purpose of this analysis. Results reflect valid responses only. Page 6

7 Respondent Characteristics ORIGIN OF RESPONDENTS Overall, the largest group of respondents were from Western Washington (34.4%) followed by BC (29.2%) and Alberta (28.8%). The largest regional group of respondents were from BC s Lower Mainland (24.0%), followed by Greater Seattle (23.6%). Respondents from Alberta were split fairly evenly between Edmonton (11.4%) and Calgary (10.0%). Eastern Washington State accounted for 7.5% of respondents. Un-weighted Weighted* Frequency Valid Valid Frequency Percent Percent BC % % Lower Mainland % % Other % % Alberta % % Edmonton, Alberta % % Calgary, Alberta % % Other Alberta % % Western Washington State % % Greater Seattle % % Other Western Washington State % % Eastern Washington State % % Spokane % % Other Eastern Washington State % % Total % % The boundaries for Washington East and West are shown in Figure 1 below: Figure 1- Washington East / West Boundary * Weight 1 Page 7

8 EDUCATION Respondents were well educated with over three-in-four (76.7%) having at least some college or university education. Note, however, that data were weighted to age, education and population data. Educational attainments were higher in 2011/2012 than in prior surveys, with the major difference coming from the higher education categories of university and graduate degrees below. Q26. What is the highest level of education that you have completed? Frequency Un-Weighted Valid Percent Weighted* Valid Frequency Percent Grade school or less 4.1% 4.1% High school incomplete % % High school complete % % Some college/university % % University (Bachelor s degree) % % Graduate Degree % % Total % % Figure 2: Education by Survey Wave Education 50% 40% 43.0% 40.7% 30% 20% 20.2% 19.1% 18.0% 31.3% 30.2% 25.7% 24.2% 15.2% 10% 3.0% 3.9% 4.6% 11.2% 9.5% 0% High school incomplete or less High school complete Some College/University University (Bachelors degree) Graduate Degree 2011/ * Weight 1 Page 8

9 EDUCATION BY ORIGIN BC and Albertan residents were more likely to have completed high school or done some college/university compared to their Washington state counterparts who had higher levels of education. Respondents from Western Washington were more likely than BC or Albertan respondents to have either a bachelor s degree or a graduate degree, (60.2% vs. 30.3% BC and 36.5% Alberta) while those from Eastern Washington were more likely to have a graduate degree (22.4% vs., 11.0% for BC and Alberta). Origin of Respondent Q26. What is the highest level of education that you have completed? Lower Mainland Other BC Alberta West WA East WA Total Grade school or less 0.2% 0.4% 0.2% 0.0% 0.0% 0.1% High school incomplete 2.5% 4.8% 4.4% 1.8% 2.0% 2.9% High school complete 24.3% 21.9% 23.9% 14.6% 17.9% 20.2% Some college/university 36.6% 42.6% 34.9% 23.5% 28.7% 31.3% University (Bachelor s degree) 25.0% 21.3% 25.5% 39.3% 29.0% 30.2% Graduate Degree 11.4% 9.0% 11.0% 20.9% 22.4% 15.2% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% HOUSEHOLD COMPOSITION The majority (48.6%) of respondents were couples with no children under 18 living at home, followed by singles with no children under 18 living at home (28.3%) and couples with children under 18 living at home (19.9%). Overall, 76.9% of households did not have children under 18 living at home. Un-Weighted Weighted Q26a. Your household composition. Please indicate which of the following best matches your household composition. Valid Valid Frequency Percent Frequency Percent Single with no children under 18 living at home % % Couple with no children under 18 living at home % % Single with children under 18 living at home % % Couple with children under 18 living at home % % Total * Weight 1 Page 9

10 AGE Overall, one third (31.7%) of respondents were between the ages of 18 and 34 years, one third (31.5%) were between the ages of 35 and 54 years and the remaining third (35.5%) were 55 years or older. Age demographics returned to levels similar to the 2006 survey. Un-Weighted Weighted* Valid Valid Frequency Frequency Q27. Into which of the following age categories do you fall? Percent Percent 18 to % % 25 to % % 35 to % % 45 to % % 55 to % % 65 or older % % Prefer not to answer % % Total % % Figure 3: Age by Survey Wave 40% Age Category 32.4% 30% 20% 25.4% 26.1% 20.7% 23.5% 17.1% 19.9% 20.5% 24.0% 17.4% 10% 10.9% 6.8% 6.3% 11.6% 8.5% 11.5% 12.1% 3.7% 0% 18 to to to to to or older 2011/ * Weight 1 Page 10

11 HOUSEHOLD INCOME Over one third (31.4%) of households earned $100,000 dollars or more. Just under one third (29.2%) earned between $65,000 and $99,999 dollars, with the remainder of households (39.4%) earning less than $65,000 per year. The chart below illustrates that there has been a significant shift to higher income households from past surveys. Un-Weighted Weighted* Q28. Into which of the following categories does your total household income fall, before taxes? Valid Valid Frequency Frequency Percent Percent Under $40,000 per year % % $40,000 to less than $65, % % $65,000 to less than $100, % % $100,000 to less than $150, % % $150,000 or more % % Total % % Prefer not to answer Total Figure 4: Household Income by Survey Wave 40% Household Income 30% 20% 10% 26.4% 27.2% 25.9% 24.8% 21.8% 17.6% 29.2% 29.3% 30.4% 20.5% 14.1% 13.4% 10.9% 5.9% 4.4% 0% Under $40,000 per year $40,000 to less than $65,000 $65,000 to less than $100,000 $100,000 to less than $150,000 $150,000 or more 2011/ * Weight 1 Page 11

12 GENDER As illustrated below, weighted genders were evenly split between males (49.1%) and females (49.9%). Figure 5: Respondent Gender Gender DNA 1.0% Female 49.9% Male 49.1% GENDER BY REGION There were no significant differences by origin of respondent in terms of gender mix. Origin of Respondent Lower West East Q29. Are you...? Mainland Other BC Alberta WA WA Total Male 47.8% 48.2% 48.3% 50.4% 50.5% 49.1% Female 51.0% 51.4% 50.0% 49.0% 48.8% 49.9% Prefer not to answer 1.1% 0.5% 1.7% 0.5% 0.7% 1.0% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% * Weight 1 Page 12

13 Travel Profile NUMBER OF TRIPS TAKEN IN THE PAST 12 MONTHS Most respondents had taken a trip in the past 12 months that involved at least one night in paid accommodation (85.2%) while 60.4% of respondents indicated they had taken a trip in the past 12 months where they stayed with friends and relatives. As illustrated in the table below, longer trips tended to be made staying in paid accommodation. Figure 6: Trips Taken by Accommodation Type Trips Taken by Type of Accommodation % 2.1% 3.0% 0.8% 1.3% 8.0% 4.2% 10.0% 6.5% 8.2% 9.9% 14.8% 17.8% 20.8% 15.8% 19.4% 14.4% 39.6% 0% 10% 20% 30% 40% Visiting Friends and Relatives Paid Accommodation * Weight 1 Page 13

14 TYPES OF TRIP MOST ENJOYED When asked, respondents typically chose four different types of vacations they enjoyed. Respondents enjoy a wide variety of vacations. The most common vacation types were: Spending most of the vacation visiting sights at multiple destinations (51.7%), Participating in a wide variety of outdoor activities (49.6%), Family vacations that involve doing and seeing many different things (43.5%). Travelling for specific activities such as cultural or artistic events (24.8%), participating in outdoor activities like golf (19.4%), and outdoor activities like skiing or snowboarding (18.1%) were the least common trip types enjoyed by respondents. Figure 7: Types of Trips Most Enjoyed Types of trips most enjoyed Spending most of the vacation visiting sights at multiple destinations Participating in a wide variety of outdoor activities like nature walks or wildlife viewing A family vacation that involves doing and seeing many different things Spending most of the time in urban locations visiting restaurants, going shopping and sight seeing Spending most of the time in rural locations visiting restaurants, going shopping and sight seeing Participating in a wide variety of active outdoor activities like hiking, bicycling Spending most of the time in a resort setting being pampered and served Spending most of the time in urban locations visiting museums or taking in cultural or artistic experiences Attending specific sport, entertainment or cultural events Spending most of the time in rural locations visiting museums or taking in cultural or artistic experiences Participating in sport related outdoor activities like golfing Participating in winter outdoor activities like skiing, snowboarding 51.7% 49.6% 43.5% 41.1% 37.6% 36.4% 31.2% 29.5% 25.0% 24.8% 19.4% 18.1% None of the above 3.0% * Weight 1 Page 14

15 TYPES OF TRIP MOST ENJOYED BY ORIGIN Respondents from Alberta were the most likely to enjoy vacations that involved spending time in a resort being pampered and sport related outdoor activities like golfing. Respondents from Western Washington enjoyed the greatest variety of vacation types, including visiting sights at multiple destinations, participating in outdoor activities nature walks, wildlife viewing, active outdoor activities like hiking and bicycling, and spending time in both urban and rural locations to visit museums or take in cultural or artistic experiences. Residents of Eastern Washington were the most likely to say they enjoyed spending time in rural locations, visiting restaurants, shopping and sightseeing. Type of Trip Spending most of the vacation visiting sights at multiple destinations Participating in a wide variety of outdoor activities like nature walks or wildlife viewing A family vacation that involves doing and seeing many different things Spending most of the time in urban locations visiting restaurants, going shopping and sight seeing Spending most of the time in rural locations visiting restaurants, going shopping and sight seeing Participating in a wide variety of active outdoor activities like hiking, bicycling Spending most of the time in a resort setting being pampered and served Spending most of the time in urban locations visiting museums or taking in cultural or artistic experiences Attending specific sport, entertainment or cultural events Spending most of the time in rural locations visiting museums or taking in cultural or artistic experiences Participating in sport related outdoor activities like golfing Participating in winter outdoor activities like skiing, snowboarding Lower Mainland Other BC Origin of Respondent Alberta West WA East WA Total 45.5% 47.7% 51.7% 56.4% 51.9% 51.7% 46.2% 57.0% 47.7% 53.6% 44.2% 49.6% 44.8% 49.1% 43.9% 40.7% 47.4% 43.5% 40.8% 34.3% 42.4% 41.7% 38.8% 41.1% 29.3% 38.2% 38.4% 41.7% 42.2% 37.6% 33.2% 38.9% 35.0% 40.3% 33.3% 36.4% 31.8% 34.7% 35.3% 27.4% 28.2% 31.2% 30.1% 24.1% 25.7% 33.7% 27.1% 29.5% 23.9% 25.3% 26.2% 25.0% 23.3% 25.0% 23.1% 28.7% 23.5% 26.6% 24.5% 24.8% 20.0% 19.9% 22.1% 17.1% 16.7% 19.4% 14.5% 20.2% 19.0% 19.8% 16.9% 18.1% None of the above 4.6% 4.1% 2.2% 2.2% 3.2% 3.0% * Weight 1 Page 15

16 IMPORTANCE OF FACTORS IN CHOOSING A DESTINATION The three most important factors, based on top 2 box ratings, for choosing a destination were: offers good value for money (83.4%), a place to relax and unwind (82.1%), and serves as a good getaway from everyday life (79.2%). After the top three factors, there is a significant drop in the proportion of top 2 box ratings. The table below lists factors in descending order of importance in choosing a destination. The three least important factors in choosing a destination were: offers cultural events such as arts and music (34.6%), romantic (28.6%), and offers a specific activity (like ski, golf, fishing etc.) at 27.5%. Not at all Extremely Destination Selection Factors Important Important 5 Top 2 Box Offers good value for money 0.8% 1.6% 14.2% 42.4% 41.1% 83.4% A place to relax and unwind 0.5% 2.8% 14.6% 41.7% 40.4% 82.1% Serves as a good getaway from everyday life 1.1% 2.7% 17.0% 43.8% 35.4% 79.2% Unique and different, feels quite different from home 1.8% 6.4% 25.7% 44.3% 21.8% 66.0% An exciting place to be 2.0% 9.0% 31.2% 39.1% 18.8% 57.9% Hot and sunny 3.5% 10.4% 29.7% 34.6% 21.7% 56.3% Accessible (Easy to get to) 2.2% 11.0% 31.2% 39.3% 16.3% 55.6% Offers wide range of outdoor activities 4.7% 15.5% 34.3% 32.6% 12.9% 45.5% Unique local cuisine 5.2% 14.1% 36.5% 30.8% 13.4% 44.3% Restaurants, shopping and nightlife 6.0% 16.4% 33.6% 31.5% 12.4% 44.0% Heritage and historical sites 4.6% 17.2% 35.5% 32.4% 10.3% 42.7% A place with opportunities to visit national and provincial or state parks 4.3% 18.2% 37.0% 30.6% 10.0% 40.5% Offers wide range of activities for the entire family 12.6% 17.6% 31.0% 26.6% 12.1% 38.8% Offers cultural events such as arts and music 9.1% 20.7% 35.5% 26.0% 8.7% 34.6% Romantic 19.2% 19.4% 32.8% 21.8% 6.9% 28.6% Offers a specific activity (like ski, golf, fishing etc.) 10.8% 25.0% 36.7% 19.3% 8.2% 27.5% Other 28.5% 3.4% 23.6% 15.0% 29.6% 44.5% * Weight 1 Page 16

17 Figure 8: Destination Selection Factors of Importance Importance of Factors in Choosing a Destination Percent Top 2 Box Offers good value for money 42.4% 41.1% 83.4% A place to relax and unwind 41.7% 40.4% 82.1% Serves as a good getaway from everyday life 43.8% 35.4% 79.2% Unique and different, feels quite different from home 44.3% 21.8% 66.0% An exciting place to be 39.1% 18.8% 57.9% Hot and sunny 34.6% 21.7% 56.3% Accessible (Easy to get to) 39.3% 16.3% 55.6% Offers wide range of outdoor activities 32.6% 12.9% 45.5% Unique local cuisine 30.8% 13.4% 44.3% Restaurants, shopping and nightlife 31.5% 12.4% 44.0% Heritage and historical sites 32.4% 10.3% 42.7% Opportunities to visit national/provincial/state parks 30.6% 10.0% 40.5% Offers wide range of activities for the entire family 26.6% 12.1% 38.8% Offers cultural events such as arts and music 26.0% 8.7% 34.6% Romantic 21.8% 6.9% 28.6% Offers a specific activity (like ski, golf, fishing etc.) 19.3% 8.2% 27.5% Other 15.0% 29.6% 44.5% 4 5 Extremely Important Top 2 Box * Weight 1 Page 17

18 IMPORTANCE OF FACTORS IN CHOOSING A DESTINATION Offers good value for money is the most important factor in choosing a destination for 2011/2012; this was not rated in previous surveys. A place to relax and unwind, serves as a good getaway and unique and different have remained key factors year-over-year. There were some notable declines in the importance of some factors however. Being an exciting place to be dropped 6 percentage points from 63.9% in 2008 to 57.9% in 2011/12. Offering a wide range of outdoor activities dropped over 9% to 45.5% top 2 box. Also notably, offering a wide range of activities for the entire family dropped 11 percentage points to 38.8% top 2 box. Three categories were discontinued in 2011 including: safe and clean, quality of amenities, and familiarity. Figure 9: Destination Selection Factors of Importance by Survey Wave Importance of Factors in Choosing a Destination by Year Offers good value for money A place to relax and unwind Serves as a good getaway from everyday life Unique and different, feels quite different from home An exciting place to be Hot and sunny Accessible (Easy to get to) Offers wide range of outdoor activities Unique local cuisine Heritage and historical sites Opportunities to visit national/provincial/state parks Restaurants, shopping and nightlife Offers wide range of activities for the entire family Offers cultural events such as arts and music Romantic Offers a specific activity (like ski, golf, fishing etc.) 83.4% 82.1% 84.7% 86.5% 79.2% 77.3% 83.4% 66.0% 66.6% 63.9% 57.9% 63.9% 64.2% 56.3% 55.6% 48.6% 55.6% 57.6% 64.1% 45.5% 54.9% 47.8% 44.3% 50.3% 2011/ % 42.7% % 45.0% 40.5% % 41.8% 44.0% 50.9% 48.0% 38.8% 49.6% 47.7% 34.6% 39.4% 31.9% 28.6% 35.3% 37.7% 27.5% Safe and clean Quality of amenities (hotels, spas, etc.) Familiarity 28.9% 29.8% 60.7% 60.5% 79.6% 85.2% * Weight 1 Page 18

19 IMPORTANCE OF FACTORS IN CHOOSING A DESTINATION BY ORIGIN Respondents from BC tended to rate a destination that offers good value for money higher on average than respondents from other regions. In addition, BC respondents rated highest on destinations that offer a wide range of activities for the entire family. Canadian respondents from all surveyed regions rate a destination that is hot and sunny as more important on average than their Washington State counterparts. Eastern Washington respondents rate a place to relax and unwind as their most important destination attribute. Origin of Respondent Lower West East Destination Attributes Top 2 Box Importance Mainland Other BC Alberta WA WA Total Offers good value for money 87.2% 86.2% 82.6% 81.8% 80.3% 83.4% A place to relax and unwind 81.9% 84.7% 80.4% 81.9% 88.7% 82.1% Serves as a good getaway from everyday life 79.3% 77.8% 80.8% 78.2% 77.9% 79.2% Unique and different, feels quite different from home 66.6% 67.6% 64.4% 67.3% 63.4% 66.0% An exciting place to be 61.6% 60.6% 56.8% 56.1% 56.3% 57.9% Hot and sunny 59.3% 55.1% 66.4% 47.6% 49.3% 56.3% Accessible (Easy to get to) 60.4% 59.4% 57.1% 49.9% 58.6% 55.6% Offers wide range of outdoor activities 45.4% 41.4% 42.7% 48.4% 46.2% 45.5% Unique local cuisine 42.9% 43.7% 41.9% 47.4% 43.5% 44.3% Restaurants, shopping and nightlife 47.3% 39.3% 44.3% 42.4% 42.1% 44.0% Heritage and historical sites 42.1% 43.0% 41.1% 44.1% 44.2% 42.7% A place with opportunities to visit national and provincial or state parks 35.9% 40.0% 37.9% 45.2% 44.2% 40.5% Offers wide range of activities for the entire family 44.4% 40.0% 40.0% 33.4% 39.6% 38.8% Offers cultural events such as arts and music 35.1% 33.9% 31.0% 37.6% 33.7% 34.6% Romantic 29.1% 24.5% 25.1% 31.4% 30.6% 28.6% Offers a specific activity (like ski, golf, fishing etc.) 25.0% 28.3% 26.7% 29.5% 28.8% 27.5% Other 51.3% 46.4% 42.2% 40.6% 42.9% 44.5% * Weight 1 Page 19

20 IMPORTANCE OF FACTORS IN CHOOSING A DESTINATION BY REGION PROFILED Respondents who profiled Vancouver, Coast and Mountains rated offering a wide range of activities for the entire family as more important than average (47.5%) and rated offers a specific activity (23.7%) as less important than average. In contrast, those who profiled Cariboo/Chilcotin Coast rated the importance of destination attributes higher than average in terms of offering a specific activity (33.0%) and rated lower than average on offering a wide range of family activities (32.6%). Those who profiled Northern BC rated a place to relax and unwind below average, while those who profiled the Kootenay Rockies value a destination that is hot and sunny as more important than average (62.8%). Destination Attributes Top 2 Box Region Importance VCM VI TOTA CCC NBC KR Total** Offers good value for money 85.2% 81.0% 83.5% 82.1% 84.7% 86.3% 83.4% A place to relax and unwind 85.4% 82.1% 84.1% 79.6% 74.8% 87.1% 82.1% Serves as a good getaway from everyday life 79.9% 80.1% 81.3% 74.3% 80.2% 80.9% 79.2% Unique and different, feels quite different from home 67.8% 62.8% 69.9% 63.1% 67.6% 65.1% 66.0% An exciting place to be 61.3% 53.6% 59.8% 54.7% 61.6% 55.0% 57.9% Hot and sunny 57.3% 55.3% 56.0% 52.1% 58.9% 62.8% 56.3% Accessible (Easy to get to) 54.4% 54.6% 57.7% 55.2% 55.5% 58.3% 55.6% Offers wide range of outdoor activities 47.3% 43.5% 45.4% 48.4% 44.5% 43.2% 45.5% Unique local cuisine 46.4% 42.1% 48.9% 41.7% 43.3% 39.9% 44.3% Restaurants, shopping and nightlife 44.5% 44.5% 42.1% 43.4% 45.2% 44.2% 44.0% Heritage and historical sites 39.4% 47.6% 42.5% 43.6% 41.3% 41.1% 42.7% A place with opportunities to visit national and provincial or state parks 38.1% 43.9% 42.5% 41.5% 39.4% 35.8% 40.5% Offers wide range of activities for the entire family 47.5% 37.5% 37.5% 32.6% 40.9% 35.5% 38.8% Offers cultural events such as arts and music 35.0% 32.9% 36.7% 35.2% 33.5% 33.2% 34.6% Romantic 29.5% 25.5% 26.6% 33.0% 28.4% 29.2% 28.6% Offers a specific activity (like ski, golf, fishing etc.) 23.7% 23.9% 29.1% 33.0% 29.2% 26.7% 27.5% Other 49.4% 46.6% 43.7% 35.6% 44.5% 52.9% 44.5% **Region Profiled = Weight 2, Total = Weight 1 Page 20

21 TOP FIVE FACTORS IN CHOOSING A DESTINATION When asked to rank the top five important factors in choosing a destination, respondents mentioned being a good place to relax and unwind (59.1%) followed by offering good value for money (54.4%) and serving as a good getaway from everyday life (52.1%). Rounding out the top five most important factors are destinations that are hot and sunny (36.2%), and are unique and different feel quite different from home (31.1%). Figure 10: Destination Selection Factors of Importance Top 5 Rankings Top Five Most Important Factors A place to relax and unwind Offers good value for money Serves as a good getaway from everyday life Hot and sunny Unique and different, feels quite different from home Accessible (Easy to get to) An exciting place to be Offers wide range of outdoor activities Heritage and historical sites Restaurants, shopping and nightlife Offers wide range of activities for the entire family Romantic Unique local cuisine Opportunities to visit national/provincial/state parks Offers a specific activity (like ski, golf, fishing etc.) Offers cultural events such as arts and music No other choices Other 20.1% 19.2% 16.6% 15.3% 14.9% 14.3% 11.8% 10.3% 10.2% 9.1% 8.3% 6.9% 4.6% 31.3% 36.2% 54.4% 52.1% 59.1% * Weight 1 Page 21

22 TOP FIVE FACTORS IN CHOOSING A DESTINATION - BY ORIGIN A place to relax and unwind was more important than average to Eastern Washington residents. Hot and sunny is most important to Lower Mainland and Albertan residents, while destinations offering a wide range of outdoor activities, provincial/national parks, and offering specific activities were of above average importance to Western Washington Residents. Origin of Respondent Lower West East Destination Attributes - Top Five Rankings Mainland Other BC Alberta WA WA Total A place to relax and unwind 56.8% 62.1% 56.3% 61.0% 66.7% 59.1% Offers good value for money 58.3% 59.1% 55.1% 50.7% 53.4% 54.4% Serves as a good getaway from everyday life 52.8% 50.8% 53.3% 50.7% 52.2% 52.1% Hot and sunny 39.4% 36.6% 44.7% 28.6% 28.2% 36.2% Unique and different, feels quite different from home 30.7% 26.4% 30.3% 33.1% 31.7% 31.3% Accessible (Easy to get to) 22.1% 21.0% 18.9% 18.5% 25.8% 20.1% An exciting place to be 21.5% 19.8% 16.5% 19.2% 21.3% 19.2% Offers wide range of outdoor activities 12.7% 14.6% 16.2% 20.1% 16.5% 16.6% Heritage and historical sites 13.1% 13.1% 15.9% 17.4% 11.4% 15.3% Restaurants, shopping and nightlife 14.7% 17.0% 16.7% 13.1% 16.2% 14.9% Offers wide range of activities for the entire family 18.1% 15.9% 15.1% 10.8% 13.6% 14.3% Romantic 10.9% 11.1% 10.8% 12.7% 14.7% 11.8% Unique local cuisine 8.5% 9.2% 9.2% 13.2% 8.1% 10.3% A place with opportunities to visit national and provincial or state parks 6.0% 8.9% 8.0% 14.4% 12.7% 10.2% Offers a specific activity (like ski, golf, fishing etc.) 6.4% 8.8% 10.2% 10.7% 6.9% 9.1% Offers cultural events such as arts and music 9.2% 8.1% 7.4% 8.7% 7.4% 8.3% Other 5.7% 5.7% 3.8% 4.5% 4.2% 4.6% * Weight 1 Page 22

23 TOP FIVE FACTORS IN CHOOSING A DESTINATION - BY REGION PROFILED Respondents who profiled Vancouver Coast and Mountains were more likely than average to consider destinations that are romantic and offer a wide range of activities for the entire family in their top five factors, but less likely to rate a place with opportunities to visit parks in their top five factors. Those who profiled Northern BC are less likely to rate a place to relax and unwind in their top five, but are more likely to rate a place that is unique in different in the top five most important factors. Top Five Activities Mentioned Region VCM VI TOTA CCC NBC KR Total** A place to relax and unwind 68.7% 60.7% 67.4% 70.8% 57.4% 70.5% 59.1% Offers good value for money 68.7% 65.8% 65.3% 66.3% 68.4% 73.0% 54.4% Serves as a good getaway from everyday life 61.0% 60.8% 57.5% 53.3% 60.1% 61.5% 52.1% Hot and sunny 41.9% 44.4% 41.2% 35.6% 38.1% 50.6% 36.2% Unique and different, feels quite different from home 37.8% 35.9% 40.6% 33.6% 43.0% 34.9% 31.3% Accessible (Easy to get to) 23.1% 28.0% 28.7% 27.2% 25.7% 29.3% 20.1% An exciting place to be 30.0% 21.4% 24.0% 26.1% 30.0% 22.3% 19.2% Offers wide range of outdoor activities 20.8% 16.6% 20.7% 23.4% 21.6% 15.6% 16.6% Heritage and historical sites 16.4% 18.4% 22.1% 20.5% 19.3% 16.3% 15.3% Restaurants, shopping and nightlife 21.4% 20.8% 19.3% 19.4% 22.1% 21.2% 14.9% Offers wide range of activities for the entire family 23.1% 16.1% 18.6% 13.7% 18.8% 16.0% 14.3% Romantic 17.4% 11.4% 11.6% 15.2% 12.6% 15.5% 11.8% Unique local cuisine 14.7% 17.6% 16.6% 15.1% 13.8% 12.0% 10.3% A place with opportunities to visit national and provincial or state parks Offers a specific activity (like ski, golf, fishing etc.) 10.3% 19.2% 15.9% 16.4% 13.1% 11.2% 10.2% 10.7% 9.8% 11.6% 14.5% 10.1% 9.2% 9.1% Offers cultural events such as arts and music 10.5% 13.8% 12.3% 12.9% 10.3% 9.9% 8.3% Other 4.5% 7.0% 5.9% 5.6% 6.5% 7.7% 4.6% **Region Profiled = Weight 2, Total = Weight 1 Page 23

24 FAMILIARITY WITH BC PLACES Not surprisingly, respondents were most familiar with Vancouver (96.0%) and Victoria (87.6%). Seven out of ten respondents were familiar with other areas of Vancouver, Coast and Mountains (71.5%), Whistler (69.8%), Richmond (70.6%), Kelowna (71.9%) and Kamloops (67.1%). Approximately six in ten respondents were familiar with Other Vancouver Island (63.5%) and the Kootenay Rockies (56.9%). Respondents were least familiar with Northern BC (30.8%) and the Cariboo Chilcotin Coast (26.3%) outside of the towns of Prince George and Barkerville, respectively. Vancouver Coast & Mountains Vancouver Island Thompson Okanagan Kootenay Rockies Northern BC Cariboo Chilcotin Coast Not at all Familiar Somewhat Familiar Very Familiar % Familiar Vancouver 4.0% 39.8% 56.3% 96.0% Whistler 31.5% 42.3% 25.6% 67.8% Richmond 29.2% 46.3% 24.3% 70.6% Other areas in Vancouver, Coast & Mountains (Sunshine Coast, Mighty Fraser Country etc.) 28.3% 55.0% 16.5% 71.5% Victoria 12.3% 46.4% 41.3% 87.6% Gulf Island 57.4% 33.4% 8.8% 42.1% Other Vancouver Island (Long Beach, Nanaimo, Port Hardy etc.) 35.6% 47.5% 16.7% 64.2% Kamloops 32.7% 48.2% 18.8% 67.1% Kelowna 27.9% 42.8% 29.0% 71.9% Other areas in Thompson Okanagan (Penticton, Osoyoos, Shuswap, Merrit etc.) 36.2% 44.0% 19.5% 63.5% Kootenay Rockies (e.g. Cranbrook, Kimberley, Nelson, Trail, Golden, Revelstoke etc.) 42.8% 37.7% 19.2% 56.9% Prince George 60.4% 29.4% 9.9% 39.3% Other areas in Northern BC (e.g. Peace/Alaska Hwy, Pr. Rupert, Queen Charlotte Islands etc.) 68.5% 23.6% 7.2% 30.8% Barkerville 74.7% 16.8% 7.9% 24.7% Other areas in Cariboo/Chilcotin Coast (Williams Lake, 100 Mile, Anahim, Bella Coola, Klemtu, etc) 72.9% 19.7% 6.7% 26.3% * Weight 1 Page 24

25 BC RESIDENT FAMILIARITY WITH WIDER REGIONAL GROUPINGS The six BC tourism regions were further broken out for the first time in the 2012 survey (i.e. BC respondents). Not surprisingly, respondents were most familiar with their own and neighbouring regions. Among the regions evaluated in 2012, approximately seven in ten respondents were somewhat or very familiar with Other Vancouver Island regions (73.1%), Penticton (76.0%), and the South Okanagan (68.2%); while around six in ten were familiar with Long Beach (55.9%), Parksville/Oceanside (63.4%), and other Cariboo/Chilcotin areas (57.8%). Regional familiarity was similar (between 40% and 45%) for Prince George, Prince Rupert, and the Kootenay Rockies. Respondents were least familiar with Bella Coola Valley (17.8%), the Alaska Highway (20.9%), and Williams Lake/Quesnel (22.8%). Vancouver Coast & Mountains Vancouver Island Thompson Okanagan Northern BC Kootenay Rockies Cariboo Chilcotin Coast Origin of Respondent Lower Mainland Other BC % Familiar Total BC Vancouver 99.9% 96.7% 99.3% Whistler 92.1% 78.3% 89.7% Richmond 85.2% 61.7% 81.1% Other areas in Vancouver, Coast & Mountains (Sunshine Coast, Mighty Fraser Country etc.) 75.8% 77.6% 76.1% Victoria 90.0% 89.5% 89.9% Gulf Islands 52.1% 59.0% 53.3% Long Beach 54.5% 62.4% 55.9% Parksville/Oceanside 61.9% 70.2% 63.4% Other Vancouver Island (Nanaimo, Port Hardy etc.) 71.9% 78.9% 73.1% Kamloops 75.0% 83.0% 76.4% Kelowna 83.2% 88.1% 84.1% Penticton 75.7% 77.1% 76.0% South Okanagan (Oliver/Osoyoos) 67.8% 70.1% 68.2% Other areas in Thompson Okanagan (Shuswap, Merrit etc.) 62.9% 73.0% 64.7% Prince George 38.5% 49.7% 40.5% Prince Rupert 41.1% 52.9% 43.2% Alaska Highway 20.9% 20.9% 20.9% Other areas in Northern BC (Queen Charlotte Islands etc.) 34.1% 41.4% 35.4% Kootenay Rockies (e.g. Cranbrook, Kimberley, Nelson, Trail, Golden, Revelstoke etc.) 42.8% 52.9% 44.6% Barkerville 23.5% 29.1% 24.5% Williams Lake/Quesnel 21.0% 30.8% 22.8% Bella Coola Valley 16.4% 24.4% 17.8% Other areas in Cariboo/Chilcotin Coast (100 Mile, Anahim, Klemtu, etc) 55.4% 69.1% 57.8% * Weight 1 Page 25

26 HAVE SOUGHT ADDITIONAL INFORMATION Overall, over two in ten (22.8%) of respondents had sought information about the region they were at least somewhat familiar with. There were no significant differences by origin of respondent in terms of whether or not they had sought additional information. Figure 11: Sought Additional Destination Information Have Sought Additional Information Yes 23% No 77% HAVE SOUGHT ADDITIONAL INFORMATION BY MARKET There were a few differences by origin of respondent in terms of seeking additional information about the regions they were familiar with. Albertan respondents familiar with the Kootenay Rockies were more likely than average to seek additional information about the region (44.7%), but less likely than average to seek additional information about the Cariboo Chilcotin Coast (15.3%). In contrast, respondents from Western Washington who were familiar with the Cariboo Chilcotin Coast were more likely than average to seek information about this region (62.7%). Region Sought Information VCM VI TOTA CCC NBC KR Total** Lower Mainland 33.5% 31.6% 24.5% 18.8% 30.3% 24.5% 33.5% Other BC 5.1% 5.9% 4.4% 3.2% 7.1% 9.2% 7.4% Alberta 22.8% 27.8% 24.7% 15.3% 29.0% 44.7% 23.0% Western Washington 38.6% 34.7% 39.0% 62.7% 29.5% Eastern Washington 7.4% 33.6% 21.5% 6.7% **Region Profiled = Weight 2, Total = Weight 1 Page 26

27 PLACES VISITED On average, respondents mentioned three places they had visited in the past two years. The most common visited places by respondents were British Columbia (69.1%), Washington State (53.4%), followed by other places in the US (51.4%). Over one-third of respondents have visited California, Alberta, Oregon and Other Countries in the past two years. Figure 12: Number of Places Visited in Last Two Years Places Visited British Columbia Washington State Other US California Alberta Oregon Other Countries Other Canada Elsewhere in the Pacific Northwest None of the above 0.8% 36.9% 35.7% 35.5% 34.2% 23.1% 19.1% 53.4% 51.4% 69.1% PLACES VISITED BY ORIGIN As expected, proximity is a key indicator of travel incidence, with Albertan respondents being the most likely to have visited BC and other provinces in Canada, and Washington respondents being the most likely to have visited the states of Oregon, California, and elsewhere in the Pacific Northwest. Origin of Respondent Places visited in the last 2 years Lower Mainland Other BC Alberta West WA East WA Total British Columbia 82.5% 89.7% 74.7% 58.3% 40.7% 69.1% Washington State 52.4% 35.0% 14.6% 82.8% 82.9% 53.4% Other US 40.3% 32.9% 48.9% 61.9% 61.0% 51.4% California 30.0% 22.6% 20.5% 56.3% 43.4% 36.9% Alberta 34.8% 45.5% 75.5% 7.4% 9.1% 35.7% Oregon 23.7% 13.8% 6.4% 65.9% 60.6% 35.5% Other Countries 36.2% 32.2% 37.6% 31.9% 27.0% 34.2% Other Canada 22.0% 30.2% 39.4% 12.2% 8.7% 23.1% Elsewhere in the Pacific Northwest 5.5% 7.2% 5.3% 36.4% 43.9% 19.1% None of the above 0.6% 0.8% 0.7% 0.5% 3.0% 0.8% * Weight 1 Page 27

28 PLACES VISITED BY YEAR The incidence of visiting British Columbia has increased in 2011/12 after the decline seen in 2008; 69.1% of 2011/2012 survey respondents indicated they have visited BC in the last two years. The incidence of visiting Washington and Oregon States remains consistent with past years compared to strong increases in the respondents who say they have travelled to Other US destinations and Other Countries. Incidence of travel to California, Alberta, and other provinces in Canada are also increasing. Figure 13: Number of Places Visited in last 2 years by survey wave Places Visited by Year British Columbia Washington State Other US Oregon State California Other Countries Elsewhere in the Pacific Northwest Alberta Other Canada 37.3% 39.6% 35.5% 36.1% 35.8% 36.9% 34.8% 28.9% 34.2% 23.2% 21.4% 19.1% 24.3% 18.6% 35.7% 30.1% 31.4% 23.1% 21.1% 18.3% 69.1% 62.8% 66.9% 53.4% 55.7% 54.2% 51.4% 2011/ * Weight 1 Page 28

29 PLACES VISITED IN BC (AMONG THOSE WHO HAD VISITED BC) On average, respondents who had visited BC in the past two years visited four places. The majority of respondents had visited Vancouver in the past two years (59.0%), followed by Victoria (41.8%), Kelowna (34.0%), other areas in the Thompson Okanagan area (32.1%) and Whistler (32.0%). Not surprisingly, less accessible destinations in BC received fewer mentions which included Northern BC (12.0%), the Cariboo Chilcotin Coast (11.2%), and the Gulf Islands (9.5%). Figure 14: Destinations Visited in BC in Last Two Years Places Visited in BC Vancouver 59.0% Victoria Kelowna Other areas in TOTA Whistler Other Vancouver Island Kootenay Rockies Kamloops Other areas in VCM Richmond Northern BC Cariboo Chilcotin Coast Gulf Islands 41.8% 34.0% 32.4% 32.0% 29.6% 25.3% 23.0% 19.4% 17.8% 12.0% 11.2% 9.5% None of the above 0.9% * Weight 1 Page 29

30 PLACES VISITED IN BC BY ORIGIN There were several significant differences in places respondents had visited in BC by origin, which not surprisingly, were closely correlated with origin of the respondent. Respondents from the Lower Mainland were the most likely to have visited Whistler (50.6%), Other Coast and Mountain areas (29.5%), and the Cariboo Chilcotin Coast (24.1%). Those from Other BC areas were the most likely to have visited Other Vancouver Island regions (52.1%) and Northern BC (28.8%). Alberta residents were more likely than average to have visited the Kootenay Rockies (41.2%) and Western Washington respondents were the most likely to have visited Vancouver (82.2%). Respondents from BC and Alberta were significantly more likely to have visited the Thompson Okanagan region than their Washington State counterparts. Vancouver Coast & Mountains Vancouver Island Thompson Okanagan Kootenay Rockies Northern BC Cariboo Chilcotin Coast Origin of Respondent Lower Other West East Total Mainland BC Alberta WA WA Vancouver 41.8% 65.7% 52.3% 82.2% 55.1% 59.0% Richmond 19.3% 19.7% 16.9% 18.8% 5.0% 17.8% Whistler 50.6% 21.8% 13.4% 37.4% 21.9% 32.0% Other VCM (Sunshine Coast, Mighty Fraser Country etc.) 29.5% 17.2% 14.4% 17.3% 6.8% 19.4% Victoria 47.8% 45.9% 29.4% 49.1% 36.3% 41.8% Gulf Islands 16.2% 17.6% 5.4% 6.2% 5.0% 9.5% Other VI (Long Beach, Nanaimo, Port Hardy etc.) 46.3% 52.1% 21.3% 19.9% 9.6% 29.6% Kamloops 27.7% 26.3% 29.7% 12.0% 13.2% 23.0% Kelowna 41.2% 41.7% 44.1% 15.4% 27.7% 34.0% Other areas in TOTA (Penticton, Osoyoos, Shuswap, Merrit etc.) 49.4% 45.1% 35.4% 11.6% 18.8% 32.4% Cranbrook, Kimberley, Nelson, Trail, Golden, Revelstoke etc. 20.8% 28.2% 41.2% 10.4% 34.9% 25.3% Prince George, Prince Rupert, Peace/Alaska Hwy, Queen Charlotte 17.8% 28.8% 8.5% 6.8% 5.8% 12.0% Islands etc. Barkerville, Williams Lake, 100 Mile, Anahim, Bella Coola, Klemtu, etc 24.1% 23.2% 4.1% 4.0% 4.3% 11.1% None of the above 1.3% 0.9% 0.5% 0.4% 3.6% 0.9% * Weight 1 Page 30

31 SEASON OF MOST RECENT TRIP Nearly six in ten (55.9%) respondents who had travelled to BC regions in the past had visited most recently in the summer. Note however, that these figures include the results from two surveys conducted in November 2011 and in March This has had an effect on the season in which respondents took their most recent trip. In fact, those who participated in March 2012 (BC residents) were significantly more likely to have taken their most recent trip in winter (16.7% vs. 8.0%). Figure 15: Season of Most Recent Visit Season of Most Recent Visit Fall 14.8% Winter 11.2% Spring 18.1% Summer 55.9% SEASON OF MOST RECENT TRIP BY ORIGIN Those from BC were more likely to have visited the region in BC they profiled in the winter season than those from Alberta or Washington State. However, as mentioned above, this is very likely to have been influenced by the month in which the surveys were conducted. Among those who participated in the survey in November 2011, Albertans were the most likely to have visited the region they profiled in summer (64.5%), while Western Washington respondents were the most likely to have visited in spring (27.7%). Origin of Respondent Lower Mainland Other BC Alberta Winter 16.4% 18.0% 7.7% 8.2% 8.5% 11.2% Spring 15.7% 16.6% 13.1% 27.7% 17.0% 18.1% Summer 55.4% 47.6% 64.5% 47.7% 58.6% 55.9% Fall 12.4% 17.8% 14.7% 16.5% 15.9% 14.8% West WA East WA Total Page 31

32 SEASON OF MOST RECENT TRIP BY REGION VISITED There were some significant differences in season of visit by region. Not surprisingly, the Thompson Okanagan was visited more often than average in the summer (68.8%). The Cariboo Chilcotin Coast was more likely than average to have been visited in spring (27.3%). Region VCM VI TOTA CCC NBC KR Total Winter 16.1% 11.4% 4.3% 10.0% 13.6% 12.4% 11.2% Spring 16.9% 21.3% 11.4% 27.3% 20.7% 11.0% 18.1% Summer 53.1% 49.4% 68.8% 51.5% 51.4% 63.8% 55.9% Fall 14.0% 17.9% 15.5% 11.1% 14.3% 12.8% 14.8% OVERALL IMPRESSIONS Overall, respondents had the most favourable opinions of Vancouver Island (72.3% giving a rating of 4 or 5 out of 5), followed by the Kootenay Rockies (59.5%), and Vancouver, Coast and Mountains (51.7%). The higher proportion of neutral (3 out of 5) ratings for the Cariboo Chilcotin Coast and Northern BC suggests there may be lower familiarity of the region among respondents who profiled these destinations. Based on your experience, or anything you may have read, heard or seen, what is your overall impression of the [Region] as a destination for a vacation? Not at all Favourable Extremely Favourable 5 Top 2 box Vancouver Island 0.2% 2.9% 24.6% 41.0% 31.3% 72.3% Kootenay Rockies 0.9% 5.6% 34.0% 38.7% 20.7% 59.5% Vancouver Coast & Mountains 1.4% 5.3% 41.6% 32.7% 19.0% 51.7% Thompson Okanagan 1.5% 7.0% 41.4% 36.3% 13.8% 50.1% Cariboo Chilcotin Coast 2.8% 5.5% 51.7% 29.8% 10.2% 39.9% Northern BC 3.8% 17.0% 43.5% 26.7% 9.0% 35.7% Total 1.7% 6.9% 39.8% 34.2% 17.4% 51.6% Page 32

33 OVERALL IMPRESSIONS (BY YEAR) For all of the destinations profiled, we observe a continued downward trend of overall impressions. Vancouver Coast and Mountains and Northern BC show the most dramatic decreases in positive impressions from 2008 to 2011/12. This is due to the significant increase in those giving mid-box ratings of 3 out of 5 (VCM from 23.6% to 41.6% in 2011/12 and NBC from 29.8% to 43.5% in 2011/12). Figure 16: Overall Impressions by Region by Survey Wave Vancouver Island (Other than Victoria) Kootenay Rockies Vancouver Coast & Mountains (Other than Vancouver/Whistler) Thompson Okanagan (Other than Kelowna or Kamloops) Cariboo / Chilcotin Coast Northern BC 72.3% 74.8% 76.7% 59.5% 68.1% 70.2% 51.7% 74.6% 75.9% 50.1% 54.8% 54.8% 39.9% 51.2% 44.0% 35.7% 63.9% 64.2% 2011/ *2011/2012 data = Weight 2 Page 33

34 OVERALL IMPRESSIONS (TOP 2 BOX) - BY REGION AND ORIGIN Overall impressions of Vancouver Island are significantly more positive among respondents from Other BC (86.1%) areas and from Alberta (80.1%) giving top-box ratings. Those from Other BC areas were also the most likely to give top-box ratings for the Thompson Okanagan (68.1%), which is significantly higher than both Western (46.3%) and Eastern (41.6%) Washington State respondents. Eastern Washington residents have the most positive impression of Northern BC (52.7% top-box), followed by those from the Lower Mainland (40.0%), both significantly more positive than impressions of the destination among Albertan residents, who gave top-box ratings of just 24%. Region Top 2 Box Impressions VCM VI TOTA CCC NBC KR Total Lower Mainland 50.8% 66.1% 56.9% 44.4% 40.0% 61.0% 53.5% Other BC 48.9% 86.1% 68.1% 45.0% 36.6% 64.8% 58.3% Alberta 57.2% 80.1% 51.0% 35.9% 24.0% 59.6% 50.3% Western Washington 49.9% 69.2% 46.3% 39.8% 50.6% Eastern Washington 41.6% 52.7% 54.9% 50.1% Page 34

35 TOP THREE ACTIVITIES The most common activities mentioned by respondents when thinking of their profiled region in BC were hiking (40%), fishing/ice fishing (28.9%), exploring/seeing wildlife/sightseeing (24.0%), and skiing (21.9%). Figure 17: Destination Activity Association Top Three Activities Mentioned Hiking Fishing/Ice Fishing Exploring/Seeing Wildlife/Sightseeing Skiing Camping Boating Relaxation Sports/Watersports Visiting Attractions/Landmarks Golf Sunbathing/Visiting the Beach Hunting Swimming Shopping Dining Out Other Outdoor Activities Wine Tasting/Drinking Beer Snowmobiling Dirtbiking/Motorcycle/Quad riding Whale Watching Visiting Ranches/Orchards/etc. Culture/Heritage/Festivals Walking Other (Less than 3% mention) None Top Three Activities 10.8% 8.9% 8.6% 6.3% 6.2% 5.9% 5.5% 4.8% 4.8% 4.5% 3.8% 3.7% 3.7% 3.4% 3.4% 3.3% 3.2% 3.2% 10.0% 28.9% 24.0% 21.9% 17.9% 37.1% 40.0% Page 35

36 TOP THREE ACTIVITIES (BY ORIGIN) Top of mind activities were similar across all origins of respondents. A few exceptions included Eastern Washington respondents being more likely to associate the BC region they profiled with skiing (37.2%) and less likely to associate it with fishing or ice fishing than all other respondents (18.0%). Washington State residents are the least likely to associate the BC region they profiled with camping. Western Washington respondents are the most likely to associate their profiled region with boating and respondents from outside BC were more likely to associate their profiled region with visiting attractions and landmarks. Origin of Respondent Lower West East Top Three Activities Mentioned Mainland Other BC Alberta WA WA Total Hiking 41.0% 39.1% 42.1% 38.2% 38.2% 40.0% Fishing/Ice Fishing 28.0% 29.7% 29.6% 31.1% 18.0% 28.9% Exploring/Seeing Wildlife/Sightseeing 20.5% 22.7% 24.8% 25.7% 25.0% 24.0% Skiing 21.4% 19.5% 18.9% 21.9% 37.2% 21.9% Camping 20.7% 23.0% 22.7% 11.7% 14.9% 17.9% Boating 8.6% 7.7% 10.4% 14.7% 3.7% 10.8% Relaxation 11.2% 7.8% 5.8% 10.0% 9.4% 8.9% Sports/Watersports 7.4% 5.3% 10.4% 9.6% 3.0% 8.6% Visiting Attractions/Landmarks 1.4% 2.6% 8.0% 7.9% 11.1% 6.3% Golf 5.9% 6.5% 8.9% 3.7% 8.0% 6.2% Sunbathing/Visiting the beach 5.9% 6.5% 9.0% 4.3% 1.0% 5.9% Hunting 7.7% 6.5% 5.5% 4.2% 3.8% 5.5% Swimming 5.6% 6.8% 6.1% 3.5% 1.6% 4.8% Shopping 2.6% 6.9% 4.3% 5.6% 8.6% 4.8% Dining out 2.5% 4.3% 3.7% 6.4% 5.9% 4.5% Weather/temperature (warm, cold, rainy, etc.) 4.5% 2.7% 5.2% 4.5% 1.4% 4.4% Other Outdoor Activities 3.2% 3.3% 2.1% 4.3% 10.2% 3.8% Wine Tasting/Drinking Beer 5.9% 6.2% 1.8% 3.5% 3.4% 3.7% Snowmobiling 3.6% 3.8% 3.9% 3.0% 5.7% 3.7% Dirtbiking/Motorcycle/Quad Riding 1.6% 1.9% 4.3% 4.3% 2.9% 3.4% Whale Watching 3.0% 3.3% 3.0% 4.3% 1.5% 3.4% Visiting Ranches/Orchards/etc. 0.6% 0.8% 5.2% 4.1% 2.7% 3.3% Culture/Heritage/Festivals 4.4% 5.2% 3.9% 1.8% 1.5% 3.2% Walking 3.6% 3.7% 3.7% 2.9% 0.7% 3.2% Other 50.6% 52.3% 30.8% 31.6% 32.9% 37.1% None 8.2% 6.3% 8.9% 11.6% 15.4% 10.0% Page 36