Visitor Attitudes Survey - Main Markets /MR

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Merry Doyle
7 years ago
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1 Visitor Attitudes Survey - Main Markets /MR

2 Information Sources that Influenced Choice of Ireland Internet Friends/relatives/business associates Guide books Travel Agent/ Tour Operator Other brochures/promotional literature on Ireland Advertising for Ireland Irish Tourist Board literature Travel programme on TV/radio Films/movies Articles in newspapers/magazines

3 Important Information Sources in Planning the Holiday in Ireland Internet Guide books Friends/relatives/business associates Travel Agent/ Tour Operator Other brochures/promotional literature on Ireland Irish Tourist Board literature Articles in newspapers/magazines

4 Internet Sites Accessed for Choosing Holiday Base: All Using Internet for Choosing Holiday User generated content from sites such as blogs or trip advisor

5 Internet Sites Accessed for Planning Holiday Base: All Using Internet for Planning Holiday User generated content from sites such as blogs or trip advisor

6 Importance of Factors in Considering Ireland for a Holiday (I) Very Important Friendliness/Hospitality/Pace of Life Friendly, hospitable people Easy, relaxed pace of life Environment Beautiful scenery Good range of natural attractions Natural, unspoilt environment Attractive cities/towns Value/price Good all round value for money Competitively priced air and sea fares

7 Importance of Factors in Considering Ireland for a Holiday (II) Very Important Products and Other Destination Features Safe and secure destination Plenty of things to see and do Interesting history/culture Suitable for touring

8 Rating of Ireland on Destination Issues (I) Very Satisfied Friendliness/Hospitality/Pace of Life Friendly, hospitable people Easy, relaxed pace of life Environment Beautiful scenery Natural, unspoilt environment Good range of natural attractions Attractive cities/towns Litter free/pollution free Value/price Competitively priced air and sea fares

9 Rating of Ireland on Destination Issues (II) Very Satisfied Products and Other Destination Features Safe and secure destination Interesting history/culture Suitable for touring

Overall Value for Money In ROI Very good 9 10 11 5 7 3 15 Good 42 33 45 46 35

10 Overall Value for Money In ROI Very good Good Fair Poor Very poor

11 Agreement With Statements About Ireland IS A NEW DESTINATION TO DISCOVER 44 Agree a lot Agree a little Neither agree nor disagree Disagree a little Disagree a lot

12 Agreement With Statements About Ireland PROVIDES OPPORTUNITIES TO MEET/MIX WITH LOCAL PEOPLE Agree a lot Agree a little Neither agree nor disagree Disagree a little Disagree a lot * * * 1-12.

13 Agreement With Statements About Ireland HAS GOOD EVENING ENTERTAINMENT AND NIGHTLIFE Agree a lot Agree a little Neither agree nor disagree Disagree a little Disagree a lot 11 1 * *

14 Agreement With Statements About Ireland HAS PLENTY OF THINGS TO DO AND SEE Agree a lot Agree a little Neither agree nor disagree Disagree a little Disagree a lot * * 2 3 * * * 14.

15 Agreement With Statements About Ireland HAS A VARIETY OF HIGH QUALITY FOOD Agree a lot Agree a little Neither agree nor disagree Disagree a little Disagree a lot

16 Agreement With Statements About Ireland IRELAND IS A CLEAN & ENVIRONMENTALLY GREEN DESTINATION Agree a lot Agree a little Neither agree nor disagree Disagree a little Disagree a lot *

17 Advantages Most Frequently Mentioned The Irish people The scenery Culture/history Drinks/pubs English speaking Nature/Ecology Interesting towns/villages Access/easy to get to Unspoilt environment Ancestral/family connections Restful/relaxing

18 Disadvantages Most Frequently Mentioned Weather High cost of living Drink costs Food costs Driving difficult High cost i.e. souvenirs Exchange rates * Bad roads Food quality Accommodation Costs

19 Overall Opinion of their Irish Holiday Matched expectations Exceeded expectations Did not live up to expectations

20 The Reasons Why Expectations Exceeded Irish People Scenery History/culture Weather better than expected Food quality/variety Good accommodation Well kept countryside/no litter/neat/ clean Nature/wildlife/flora/fauna Clean environment/no pollution Relaxing/slow/easy going Activities something for all Good internal transport

21 Would Ireland be Recommended? 66 Yes, definitely the Score of 9 or 10 (top 2)

22 Likelihood Of Returning For Another Holiday Definitely - I ll be back later this year Definitely - I ll be back next year Definitely - I ll be back in the next few years I hope so - at some time in future Probably not Definitely not * * 1 * Don t know 1 *

23 Level of Interest in Historic Ireland HISTORIC IRELAND: HISTORIC HOUSES, TOWNS, HERITAGE CENTRES, MUSEUMS ETC 27 Very interested Interested Neither interested nor uninterested Not interested Not at all interested

24 Level of Interest in Christian Ireland CHRISTIAN IRELAND: CHURCHES, ABBEYS, MONASTERIES ETC Very interested Interested Neither interested nor uninterested Not interested Not at all interested

25 Level of Interest in Celtic Ireland CELTIC IRELAND: CELTIC SITES, ARTIFACTS, LANGUAGE, MYTH AND LEGEND Very interested Interested Neither interested nor uninterested Not interested Not at all interested

26 Level of Interest in Natural Ireland NATURAL IRELAND: NATURAL ATTRACTIONS SUCH AS THE BURREN, CLIFFS OF MOHER ETC 39 Very interested Interested Neither interested nor uninterested Not interested Not at all interested * - *

27 Level of Interest in Traditional Culture TRADITIONAL CULTURE: TRADITIONAL MUSIC, SONG, DANCE, IRISH LANGUAGE ETC 36 Very interested Interested Neither interested nor uninterested Not interested Not at all interested

28 Level of Interest in Contemporary Culture CONTEMPORARY CULTURE: PERFORMING ARTS, VISUAL ARTS, CRAFTS, FILM, LITERATURE, ARCHITECTURE ETC Very interested Interested Neither interested nor uninterested Not interested Not at all interested

29 Desire to Experience the Following Influenced the Decision to Visit Ireland An Irish Pub Dublin s Heritage and Culture An Irish Castle The Cliff s of Moher The Ring of Kerry Connemara The Rock of Cashel

30 Participated or Visited While in Ireland Listened to the live music in a pub Visited a coastal town Tasted Guinness Visited a food or craft market Taken part in a city tour Followed a literary trail

31 Visitor Attitudes Survey Main Markets 2013 Methodology This research is based on 1,514 face to face interviews conducted with overseas holidaymakers to Ireland. The interviews took place between May and October 2013 at major air and sea ports in Ireland /MR

32 Visitor Attitudes Survey Main Markets /MR

TOURISM FACTS 2012 October 2013

TOURISM FACTS 2012 October 2013 TOURISM FACTS 2012 Expenditure by tourists visiting Ireland (including receipts paid to Irish carriers by foreign visitors) was estimated to be worth 4 billion in 2012,