Brandmåling af Aarhus som turismedestination; Storbritanien

Transcription

1 t Brandmåling af Aarhus som turismedestination; Storbritanien 16768_UK Aarhus Kommune & VisitAarhus 17. jun 2013 AARHUS COPENHAGEN MALMÖ OSLO SAIGON STAVANGER VIENNA 1

2 TABLE OF CONTENTS 1. About Epinion Background Frekvenser Kryds med køn Kryds med alder Kryds med region Kryds med 'have visited Denmark before' Kryds med VisitDenmark målgrupper Kryds med børn Kryds med 'have visited Aarhus before' Kryds med kendskab til Aarhus

3 1. ABOUT EPINION Over the last 10 years, Epinion s core business has been fact based consultancy services. Our analyses and advice are based on input from the organisation s stakeholders employees, citizens, members, clients and collaborators. We bring value to our clients via systematic and well-documented analyses and conclusions. We deliver the basis for decision-making processes We analyse, structure and describe reality in an action oriented form in order to support evidence-based development and create the foundation for constructive decision-making processes. We focus on method Correct methodical design and excellent analytical skills are the prerequisites for reaching sustainable conclusions. We customize our services In our experience, many clients often have very specific requirements. Consequently, we generally customize our services in accordance with the specific needs of the client. Our range of services include Development of analysis and evaluation design Data collection data analysis Statistical analysis and qualitative analysis Customer satisfaction and market analysis Communication and media analysis Workplace assessment Opinion polls Read more: 3

4 2. BACKGROUND This report is prepared on the basis of a total of 509 completed interviews with representatively selected UK citizenz aged 18+. The interviews were conducted in June The report shows the findings in tables. The tables show the results as percentages, i.e. shares of the population or the respective subgroups of the population. In some cases, the tables may sum to more than 100% due to the respondent s possibility to provide multiple answers to the question. Epinion is available for further analysis and queries should <client name> need special analysis in specific areas. Epinion is furthermore at the disposal of Aarhus Kommune & Visit Aarhus should statements etc. for further distribution and the publication of the findings of the report be needed. This report may only be published with the following reference: Epinion for Aarhus Kommune & Visit Aarhus. 4

5 3. FREKVENSER Table 1: Which countries have you visited in the last 3 years? Procentandel Belgium Bulgaria Denmark Egypt Finland France Greece The Netherlands Italy 1 (57) (21) (35) 2 (137) 1 (65) 1 (53) 1 (92) 5

6 Norway Portugal Spain Great Britain Sweden Thailand Turkey Germany United States Other countries (Please note): I haven't been abroad (22) 1 (58) 3 (171) 5 (263) (23) (25) (42) 1 (63) 1 (92) 2 (135) 1 (98) 28 (509) 6

7 Table 2: Which parts of Denmark have you been to in the last 3 years? Procentandel Northern Jutland Western Jutland Eastern Jutland Southern Jutland Funen and Islands Southern Zealsnd, Møn, Lolland-Falster Northern Zealand (without. Copenhagen) Bornholm Copenhagen (17) 21 (21) 7

8 Table 3: How likely is it, that you or your household will visit Denmark within the next 3 years? Gennemsnit Std. Afvigelse N How likely is it, that you or your household will visit Denmark within the next 3 years?

9 Table 4: On a scale of 0-10, with 10 being the most important, how important do you consider each of the following statements when going on a day trip or a short vacation in the city, e.g., a weekend trip? Gennemsnit Std. Afvigelse N Makes me relaxed Has easy access to airports and flight connections Is safe to stay in Has a great number of music events and concerts Provides me with the opportunity to exercise Has a lot of museums, galleries, and theatres Has good shopping opportunities Has an international feel Offers the opportunity to explore great gastronomy Has a vibrant city pulse Is easy to get around in

10 Is accessible by car Offers good public transportation Has a sustainable/green profile Features a wide variety of accommodation Offers holiday packages including accommodation, paid entrance fees and food Has green spaces e.g. parks, forests, or beaches

11 Table 5: How well do you know Aarhus (shown on the map)? Procentandel I don t know Aarhus at all I only know Aarhus by name I know a little about Aarhus I know Aarhus well I know Aarhus very well Don't know 6 (346) 1 (87) (37) (28) 10 (509) 11

12 Table 6: Have you ever been to Aarhus (shown on the map)? Procentandel Yes, on a day trip (without staying overnight) Yes, on a short holiday with 1-2 nights stay Yes, on a holiday with more than 2 nights stay No Don't know 1 (17) 7 (126) 10 (163) 12

13 Table 7: When was the last time you visited Aarhus? Procentandel Less than a year ago 1-2 years ago 3-5 years ago More than 5 years ago Don't know (29) 13

14 Table 8: How many times have you been on a daytrip (with no overnight stays) to Aarhus? Procentandel Once 2-4 times 5-8 times 9 times or more Don't know

15 Table 9: How many times have you been on a short holiday (with 1-2 overnight stays) in Aarhus? Procentandel Once 2-4 times 5-8 times 9 times or more Don't know (17) 15

16 Table 10: How many times have you been on a holiday (with more than 2 overnight stays) in Aarhus? Procentandel Once 2-4 times 5-8 times 9 times or more Don't know

17 Open Answer: What comes to your mind when you hear the name Aarhus? 2 a danish football team A happy holiday in Denmark when I visited Legoland with my children. a lovely place to visit i have been told by friends adventure airport ancient ruins Ancient Are us.. TOYS R US! beach Beaches, forests, museums. Cheap Ryanair flights City with harbour in Denmark City clean clogs coastal town with islands around it Convention on Environmental Reporting country Danish port denmark Denmark Destination of a train journey once made in northern Germany dk DK don t know Don t know dontn know european EXOTIC SUNNY BEACHES Family football team Foreign, green, flat, wooden, clean Greece have a good time haven t a clue where it is. History, ancient, museums, art, literature, war history holland Holland Hot island I do not know anything about it except the name. i don t know where it is I used to have a penfriend who lived near there. It was then a lovely area and being quite northerly, would be a nice place to visit. In the middle of Denmark It does not have any connotations. It is in Denmark 17

18 It sounds very international and makes you want to visit out of curiosity It s a town in Denmark. IT S IN DENMARK its abroad Its in denmark its nice place Nothing, except that it is in Denmark nothing, never heard of it Nothing. nothing Nothing Only remember seeing the name as a football team in European competitions some years ago. Jutland ; denmark ; my danish friend from university pia duholm little city Museums My husbands choir trip - a nice place with a youth hostel Never heard of it. Never heard of it no idea none come to mind none NONE Nordic crime novels not a lot. think they have a football team that s played in europe not Danish thrillers perhaps. Not much not sure Not sure nothing comes to mind Nothing really. Would not have known where it was. nothing special only that it is in denmark Only that it is in Denmark Port in denmark port town; Jutland rural denmark Scandanavia Scandinavia, Clean air. scandinavia scenry sea food Sea, open skies Seafood Second biggest city in Denmark, has a football team second largest city in denmark Second largest city in Denmark sound scandianvian foreign some where different The city that my friend s parents lived in before he moved to the UK, nothing about its culture or population The coast. THE ENVIRONMENT AND FRIENDLY PEOPLE The university. 18

19 there football team This is a place that I have never heard of traditional trees university very Danish and pastry Vikings war time well known,well respected Danish town When said out loud it sounds like the song by Madness, Our House. World war 2 YES you 19

20 Table 11: Which of the following words do you associate with Aarhus? Procentandel Innovative Boring A lot of green areas The slogan: 'City of Smiles' Polluted A wide variety of accommodations Pulse A city going nowhere A cultural city Relaxation 2 (33) (13) 1 (25) 2 (36) 20

21 A 'Small Big City' Snobby Sustainable, green profile Old-fashioned Not enough opportunities City of knowledge A lot of experiences Easy to get around Value for money Outlying area Limited variety of accommodation 1 (29) 1 (16) (14) 1 (18) 1 (17) 2 (32) (13) 21

22 Low ambitions The slogan: 'Aarhus. Danish for Relaxation' Lower class A city of sports and exercise A city in fast development Uncool Expensive Dynamic Difficult to get around Not enough cultural opportunities The slogan: 'Aarhus. Danish for Progress' (14) (14) 1 (16) 1 (18) (15) 22

23 High ambitions Great shopping facilities Lack of international perspective Easy to get to An international outlook None of the above Don't know (13) 1 (18) (15) 3 (58) 31 (163) 23

24 Table 12: Which of the following sights/attractions do you think are located in Aarhus? Procentandel Den Gamle By / The Old Town Antikmuseet / The Antique Museum Steno Museet / The Steno Museum Marselisborg Palace Vikingemuseet / The Viking Museum Aarhus Søfarts Museum / Aarhus Marine Museum Kunsthal Aarhus Moesgård Museum Kvindemuseet /Women s Museum Naturhistorisk Museum / Natural History Museum (40) (20) (39) 2 (114) 1 (80) (20) (30) 24

25 Dansk Plakatmuseum / Danish Poster Museum Aarhus Domkirke / Aarhus Cathedral Tivoli Friheden Legetøjsmuseet / The Toy Museum ARoS Aarhus Kunstmuseum /ARoS Art Museum Besættelsesmuseet / The Occupation Museum Museum Ovartaci Your rainbow panorama Wadden Sea Industrimuseet / The Industrial Museum AQUA Ferskvandsmuseum / AQUA Fresh Water Museum (16) 2 (123) (15) (24) 1 (92) (14) (13) (22) 25

26 Aarhus Zoologiske Have / Aarhus Zoo Rundetårn / The Round Tower Danfoss Universe Lousiana Aarhus University Don't know 2 (114) (19) 2 (133) 6 (313) 25 (509) 26

27 Table 13: Which of the following sights/attractions in Aarhus do you think might be worth a visit? Procentandel Den Gamle By / The Old Town Antikmuseet / The Antique Museum Steno Museet / The Steno Museum Marselisborg Palace Vikingemuseet / The Viking Museum Aarhus Søfarts Museum / Aarhus Marine Museum Kunsthal Aarhus Moesgård Museum Kvindemuseet /Women s Museum Naturhistorisk Museum / Natural History Museum 4 (251) 2 (114) (32) 2 (145) 4 (236) 2 (139) (40) 1 (59) 1 (83) 3 (189) 27

28 Dansk Plakatmuseum / Danish Poster Museum Aarhus Domkirke / Aarhus Cathedral Tivoli Friheden Legetøjsmuseet / The Toy Museum ARoS Aarhus Kunstmuseum /ARoS Art Museum Besættelsesmuseet / The Occupation Museum Museum Ovartaci Your rainbow panorama Aarhus University I'm not interested in visiting any of these sights/attractio 1 (55) 3 (200) 1 (62) 2 (143) 1 (98) 1 (84) 1 (52) 2 (103) (32) 2 (120) 44 (509) 28

29 Table 14: Which of the following events do you think takes place in Aarhus? Procentandel SPOR Festival Danmarks Grimmeste Festival Aarhus Festuge / Aarhus Festival Aarhus City Halvmarathon / Aarhus City Half Marathon Royal Metal Fest / Metal Royale Food Festival Sculptures by the Sea SPOT Festival NorthSide Festival Aarhus Vocal Festival (14) (29) 2 (143) 2 (148) (20) 1 (67) (41) (14) (25) 2 (134) 29

30 Aarhus Jazz Festival Classic Race Aarhus Distortion Rock under Broen Eventyrløbet Europæisk Middelalderfestival / The European Medieval Festiv Don't know 2 (148) 2 (102) (24) (29) 5 (289) 24 (509) 30

31 Table 15: Which of these events in Aarhus do you think might be worth a visit? Procentandel SPOR Festival Danmarks Grimmeste Festival Aarhus Festuge / Aarhus Festival Aarhus City Halvmarathon / Aarhus City Half Marathon Royal Metal Fest / Metal Royale Food Festival Sculptures by the Sea SPOT Festival NorthSide Festival Aarhus Vocal Festival (40) 1 (71) 2 (128) (38) 1 (55) 5 (261) 3 (189) (30) 1 (53) 1 (78) 31

32 Aarhus Jazz Festival Classic Race Aarhus I'm not interested in participating in any of these events 2 (119) 1 (67) 2 (146) 25 (509) 32

33 Table 16: How appealing do you find it to visit Aarhus on "1 - Not appealing at all", "2", "3", "4", "5", "6", "7 - Very appealing" or "Don't know": A day trip? Procentandel 1 - Not appealing at all Very appealing Don't know 1 (30) 1 (22) 1 (22) 1 (21) 1 (21) 1 (21) (14) 10 (163) 33

34 Table 17: How appealing do you find it to visit Aarhus on "1 - Not appealing at all", "2", "3", "4", "5", "6", "7 - Very appealing" or "Don't know": A short holiday with 1-2 overnight stays? Procentandel 1 - Not appealing at all Very appealing Don't know (13) 1 (20) 2 (37) 2 (38) 1 (27) 10 (163) 34

35 Table 18: How appealing do you find it to visit Aarhus on "1 - Not appealing at all", "2", "3", "4", "5", "6", "7 - Very appealing" or "Don't know": A holiday with more than 2 overnight stays?? Procentandel 1 - Not appealing at all Very appealing Don't know (13) (14) 1 (25) 1 (25) 1 (28) 2 (33) (14) 10 (163) 35

36 Table 19: How likely is it that you will visit Aarhus "0 - Not likely at all", "1", "2", "3", "4", "5", "6", "7", "8", "9", "10 - Very likely" or "Don't know". Gennemsnit Std. Afvigelse N On a day trip (no overnight stays) within the next 3 years? For a short holiday (with 1-2 overnight stays) within the next 3 years? For a holiday (with more than 2 overnights stays) within the next 3 years?

37 Open Answer: Is there anything that would increase the chances of you visiting Aarhus within the next 3 years? 2 No A big sporting event, cheaper flights, advertising about the place A broader Danish tourism marketing scheme. I don t know very much about the country at all apart from that it s where vikings and bacon comes from. A cheap deal. A cheap package deal A chess event, as I play to quite a high standard. A family friendly environment with activities the children would also enjoy a free trip? A free trip A free video of the attractions and places a good deal on accommodation and travel to the city A good reason. Tempting offer. A GOOD TOURIST OFFERT a lottery win A subsidy of some kind A unique selling point and cheap to visit A very good and secure accommodation place to stay at. Advertised package breaks at good prices Advertised package deals, flights from Bournemouth Airport to this area/nearby as going to London airports can be very hectic for our family. advertising campaign - magazine/tube etc Affordable, safe place to stay all expenses paid holiday all inclusive holiday package An offer price to visit as i do not know Aarhus and what is there i cannot give an opinion Being able to get there by ferry from UK. Being easy flightss at good value and good accomodation for travelling with children being sent a brochere showing what happens there Better access by air better exchange currency rate Better financial situation better links to Denmark Better publicity and awareness of the location and what it offers the visitor Better publicity Better transport Brochure or advertising to get to know more about it. Good deals cannot think of any; may be 7 day trip of the country Cheap accommodation flights or food Cheap air fare Cheap deals 37

38 Cheap easy accessible holidays with safe campsites and activities cheap fares cheap ferry/flights Cheap flight from local airport. cheap flights and good transport links. cheap flights. I don t plan that far in advance Cheap flights. cheap flights Cheap flights Cheap flights/packages lower cost of living than UK DK don,t know don t know Don t know don t no dont know Ease of access from East Anglia. More information Ease of travel there ease of travel, price deals. Easy and quick to get to; good offers; knowing what exactly to do during a stay cheap hotels Easy direct access flights from Scotland (Edinburgh) Cheap travel, nice hotel Easy to get to, good food Cheaper accomodation Easy travel. Camping opportunities Cheaper flights and accommodation. finances combine with trip to Copehagen finding out more about it cost Flights there with Easyjet COST Free flights and accommodation Day trips to other parts of Denmark eg Copenhagen, Tivoli, Lego, Viking boats etc but staying here. deal with the drugs problem in the parks! Direct air access Direct flight from Glasgow direct flights from Belfast Direct flights from Bournemouth Direct flights, good deals (flights and accommodation). Discounted flights dk Free tickets free trip good connecting flight good connections to Copenhagen Good deals Good flight connections and prices Good flights from regional airports Good packages Good promotional event about Aarhus will do. 38

39 good weather and value for money I ve never heard of it. greater knowledge of area and air travel I ve never heard of the place, so not really having a passport Having more disposable income! having more disposable income Having more money Finding travel and accommodation options that would be simple with a baby Having someone to go with, as I am recently widowed and enough money to be able to visit the attractions without having to be careful! having the funds to be able to travel for a weekend higher salary I don t know where it is! Never heard of it! I don t know, it looks interesting i dont know I doubt it I have never heard of the place and don t know what country it is in i know nothing I need to get to know more about Aarhus before I visit I need to read more about it. it does sound interesting though. i think it would be a fantastic experience for me and i know i will learn something new I was given a good offer I would have to find out more about it. I would need to know more about the place and what is on offer If a friend were to encourage me to go because it is a place they think I would like. if a friend/family member visited there and said it was a good place to go - positive feedback from people that are close to me If a low cost airline started flying there from my local airport If I did some research about it to discover if it is the kind of place I would like to visit. If I found out more about the place. If there are special offers for dinner, bed, breakfast and flights. if i had any money. If I had ever heard of it if i have enough money If I heard more about it and what it has on offer. If I heard more about it if i knew a little bit more about it If I knew anything about it! If I knew more about it and flights were cheap to get there. I haven t heard of it. I don t know if it s a city or a country... I would want to know what language was spoken too. If I knew more about it and what was there If I knew more about it I might be more inclined to visit If I knew more about it If I knew more about what it offers I d need to research the place before making an opion 39

40 If I knew someone who lived there or there was a reason to visit that was suggested to me. If I knew what these museums/events were all about if i knew where it was If I wasn t hugely in debt and had money to spend on holidays. If I were to go to a football match there IF I WON IT AS A PRIZE if it was a cruise ship destination if it was easily accesible from uk airports and seviced by a low cost airline if it was free!!! If it s cheap if someone i knew recommended it If there was a particular event that I wanted to go to. Improved finances Improved knowledge of what Aarhus has to offer (i.e. through advertising) Increased publicity about the attractions vailable info on where it is in the country International festival It already sounds very attractive it is not a place I have considered before but if there was more information and advertisements I may already have considered a visit JA just some more info Knowing it exists... Knowing more about Aarhus Knowing more about it! knowing more about it Knowing more about it knowing more about, if things in Denmark ere cheaper Knowing what was there Knowing where it is, more baout attractions, etc knowing where it is! Knowing where it is Knowing where it was Learning more about it. Learning more about it Learning where it is Local flights longer stay Low cost low price make it easier to get to by car and plane Making It cheaper to vist maybe getting in touch with my friend Pia Duholm from Aarhus ( she was my room-mate at uni ) I will check facebook today Some kind of voucher would help as Scandinavia is very expensive = though I love the clear and clean environment ( I have been to sweden 3 times ) In a nutshell : cheap flights and cheap accommodation Maybe knowing more about it or knowing something distinctive about it. maybe some advertising - really never seen much about it 40

41 maybe more information available mo money more advert more advertisement about the place more advertisement More advertisement More advertisements about it on television or fliers. More access to general information such as a website. More advertisements on what Aarhus has to offer. More advertising about Aarhus as a place so more people will know about it. More information on what it provides. Information on costs of staying and cost of goods and attractions more information on whats available and of interest More information, will probably look up on the internet. Higher profile in the media More information more insight and research more knowledge about the area more knowledge and advertisement of what and where it is more knowledge of the area for tourists more knowledge of the area More advertising about yhe place itself more knowledge of the place More advertising on the things to do there More knowledge on the surrounding area More advertising, as I ve personally never heard of it More advertisment about it, showing activities, nice views and package deals. More knowledge or awareness of the place and what it has to offer more marketing more adverts in media about this place more media coverage more info More information - pictures, costs, accomodation More information about attractions more information about it More information about it More information about the attractions and events available. More information about the place Nice weather More information and promotion from travel agents and similar to raise my interest and understanding of Aarhus. More money to apend, and someone to look after my animals. MORE MONEY TO SPEND More money to take family abroad more money More promotional materials and campaigns available in the UK promoting the city of Aarhus more public awareness of the city More publicity about the place. More publicity and information about it 41

42 More publicity is needed about this town. None more publicity NONE MY TEAM PLAYING THERE nope n/a N/A na need to find out more about it never heard of it No A No as I would be able to visit Aarhus as travelling abroad is no longer an option to me. not a place I ve ever considered visiting, and until today didn t know of it. not a thing Not at all. not particularly Not really - maybe a low price All Inclusive package. Not really, as it seems there is lots to see and do not really. maybe more tourist attractions and advertising. no because i never no of aarhus Not really. No idea, sorry. not really No my father is elderly and I care for him Not really No nothing at all Not Really no nothing not sure No unless there was a special promotion on pricing not SURE no, nothing at the moment - can t afford to go anywhere abroad no, nothing. No, nothing No, there are other places that I haven t yet visited that take preference. No. no No NO none Nothing at the moment Nothing comes to mind nothing in particular Nothing in Particular Nothing really only when in Denmark make a point of going there Nothing!! nothing Nothing NOTHING offers on accommodation and flights 42

43 offers Only a sudden change in my Health. Only better finances, I m afraid. Opportunity to swim package deals Perhap an advertisement on TV perhaps more information/details. personal circumstances Possibly - would need to read more about it and of course it would depend on the cost of such a trip Price of flights and accommodation. Price of holiday to Aarhus. Price Probably not. probably not Reading a well-written travel article on the city Reasonable accommodation, ease of local transport and making myself understood reasonably priced package deal Seeing it have greater advertisement? Like a city break or something with flights and hotel advertising all the different cultural events? Seeing pictures of it shops, concerts something to let me know about the place, I am 71 years old, went to College but I have never heard of this place, just for the fun of it I an going to write down this place and take it down to my local Pub and see if anybody else has ever heard of it! I think I know what the answer will be!!!!!!start advertising it if you want people to go there... special flight and hotel deals Special offers flights/accomodation Special offers sporting events That the names of the festivals were easily understandable in English. For example, what is the Grimmeste Festival? And, of course, that Scandinavia was not so expensive for tourists. The cost of getting there during school holiday time and the expected temperature. Our daughter doesnt want to go anywhere that isnt very warm to hot The price is key, since I do not have spare money for going on holidays and trips at the moment. To hear about the nightlife & history of the town to know what is there to go and see TV advertisements so I can actually see what attractions it has to offer. tv adverts unforeseen family circumstances University-funded travel, friends going, festivals/cons, etc. unsure very cheap ferry deals Visiting family warmer climate weather being hot Will be visiting Denmark later this year but looking for open spaces for caravan holiday 43

44 Win a free holiday ticket to Aarhus. Would need more information about the place Win a holiday there. yes, l love win the lotto yes, keep working to get money. Winning the lottery. yes Winning the Lottery Table 20: Which of the following types of holidays are you planning within the next year? Procentandel A seaside or countryside holiday with the family A holiday in the city with or without children A day trip to a big city None of the above mentioned Don't know 5 (276) 4 (211) 3 (196) 1 (85) (29) 15 (509) 44

45 Table 21: Are you? Procentandel Male Female Don't want to answer 4 (250) 5 (259) 10 (509) 45

46 Table 22: Age Procentandel years years 55 years and older 3 (152) 3 (164) 3 (163) 10 (479) 46

47 Table 23: Region Procentandel Midlands North South 2 (104) 3 (175) 4 (221) 10 (500) 47

48 Table 24: How many children under the age of 18 do you have? Procentandel None or more Do not want to answer 7 (399) 1 (50) (38) 10 (509) 48

49 Table 25: Have visited Aarhus before Procentandel Have visited Aarhus Have not visited Aarhus 1 (29) 8 (126) 10 (154) Table 26: Knowledge of Aarhus Procentandel Don t know Aarhus at all Knows Aarhus a little Knows Aarhus a lot 7 (346) 2 (123) 10 (481) 49

50 Table 27: Have visited Aarhus before Procentandel Have visited Aarhus Have not visited Aarhus 1 (29) 8 (126) 10 (154) 50

51 4. KRYDS MED KØN Table 28: Which countries have you visited in the last 3 years? / Are you? Male Female Don't want to answer Belgium 1 (31) 1 (26) 1 (57) Bulgaria Denmark (16) (21) Egypt (21) (14) (35) Finland France 2 (67) 2 (70) 2 (137) Greece 1 (35) 1 (30) 1 (65) The Netherlands 1 (31) (22) 1 (53) Italy 1 (49) 1 (43) 1 (92) 51

52 Norway (22) Portugal 1 (31) 1 (27) 1 (58) Spain 3 (78) 3 (93) 3 (171) Great Britain 5 (127) 5 (136) 5 (263) Sweden (13) (23) Thailand (14) (25) Turkey (18) (24) (42) Germany 1 (31) 1 (31) 1 (63) United States 1 (45) 1 (47) 1 (92) Other countries (Please note): 2 (56) 3 (79) 2 (135) I haven't been abroad 2 (54) 1 (44) 1 (98) 29 (250) 28 (259) 28 (509) 52

53 Table 29: Which parts of Denmark have you been to in the last 3 years? / Are you? Male Female Don't want to answer Northern Jutland Western Jutland Eastern Jutland 1 1 Southern Jutland 2 1 Funen and Islands 1 1 Southern Zealsnd, Møn, Lolland-Falster 1 1 Northern Zealand (without. Copenhagen) 1 1 Bornholm 2 2 Copenhagen 8 (14) 8 8 (17) 23 (16) (21) 53

54 Table 30: How likely is it, that you or your household will visit Denmark within the next 3 years? Male Female Don't want to answer How likely is it, that you or your household will visit Denmark within the next 3 years? (N = 469) Table 31: On a scale of 0-10, with 10 being the most important, how important do you consider each of the following statements when going on a day trip or a short vacation in the city, e.g., a weekend trip? Male Female Don't want to answer Makes me relaxed (N = 491) Has easy access to airports and flight connections (N = 492) Is safe to stay in (N = 489) Has a great number of music events and concerts (N = 494) Provides me with the opportunity to exercise (N = 490)

55 Has a lot of museums, galleries, and theatres (N = 494) Has good shopping opportunities (N = 495) Has an international feel (N = 491) Offers the opportunity to explore great gastronomy (N = 490) Has a vibrant city pulse (N = 490) Is easy to get around in (N = 496) Is accessible by car (N = 490) Offers good public transportation (N = 492) Has a sustainable/green profile (N = 489) Features a wide variety of accommodation (N = 492)

56 Offers holiday packages including accommodation, paid entrance fees and food (N = 492) Has green spaces e.g. parks, forests, or beaches (N = 494)

57 Table 32: How well do you know Aarhus (shown on the map)? / Are you? Male Female Don't want to answer I don t know Aarhus at all 5 (144) 7 (202) 6 (346) I only know Aarhus by name 2 (57) 1 (30) 1 (87) I know a little about Aarhus 1 (26) (36) I know Aarhus well I know Aarhus very well Don't know (15) (13) (28) 10 (250) 10 (258) 10 (508) 57

58 Table 33: Have you ever been to Aarhus (shown on the map)? / Are you? Male Female Don't want to answer Yes, on a day trip (without staying overnight) 1 Yes, on a short holiday with 1-2 nights stay 1 1 (17) Yes, on a holiday with more than 2 nights stay No 7 (77) 8 (48) 7 (126) Don't know 10 (106) 10 (57) 10 (163) 58

59 Table 34: When was the last time you visited Aarhus? / Are you? Male Female Don't want to answer Less than a year ago years ago years ago More than 5 years ago Don't know 10 (22) (28) 59

60 Table 35: How many times have you been on a daytrip (with no overnight stays) to Aarhus? / Are you? Male Female Don't want to answer Once times times 9 times or more Don't know

61 Table 36: How many times have you been on a short holiday (with 1-2 overnight stays) in Aarhus? / Are you? Male Female Don't want to answer Once times times 9 times or more Don't know (18) 61

62 Table 37: How many times have you been on a holiday (with more than 2 overnight stays) in Aarhus? / Are you? Male Female Don't want to answer Once times times 9 times or more 5 2 Don't know

63 Table 38: Which of the following words do you associate with Aarhus? / Are you? Male Female Don't want to answer Innovative Boring A lot of green areas 2 (26) 1 2 (33) The slogan: 'City of Smiles' Polluted A wide variety of accommodations (13) Pulse A city going nowhere A cultural city 1 (15) 1 1 (25) Relaxation 2 (29) 1 2 (36) 63

64 A 'Small Big City' 1 (19) 1 1 (29) Snobby Sustainable, green profile 1 1 (16) Old-fashioned 1 (14) Not enough opportunities City of knowledge (18) A lot of experiences (17) Easy to get around 2 (22) 1 2 (32) Value for money (13) Outlying area Limited variety of accommodation 64

65 Low ambitions The slogan: 'Aarhus. Danish for Relaxation' 1 (14) Lower class A city of sports and exercise (14) A city in fast development 1 1 (16) Uncool Expensive 1 (15) 1 (18) Dynamic 1 Difficult to get around Not enough cultural opportunities The slogan: 'Aarhus. Danish for Progress' 1 (15) 65

66 High ambitions Great shopping facilities 1 (13) Lack of international perspective Easy to get to 1 (13) 1 (18) An international outlook (15) None of the above Don't know 3 (38) 3 (20) 3 (58) 33 (106) 29 (57) 31 (163) 66

67 Table 39: Which of the following sights/attractions do you think are located in Aarhus? / Are you? Male Female Don't want to answer Den Gamle By / The Old Town (17) (23) (40) Antikmuseet / The Antique Museum (20) Steno Museet / The Steno Museum Marselisborg Palace Vikingemuseet / The Viking Museum (21) (18) (39) Aarhus Søfarts Museum / Aarhus Marine Museum 2 (55) 2 (59) 2 (114) Kunsthal Aarhus 1 (40) 1 (40) 1 (80) Moesgård Museum (20) Kvindemuseet /Women s Museum Naturhistorisk Museum / Natural History Museum (19) (30) 67

68 Dansk Plakatmuseum / Danish Poster Museum (16) Aarhus Domkirke / Aarhus Cathedral 2 (61) 2 (61) 2 (123) Tivoli Friheden (15) Legetøjsmuseet / The Toy Museum (14) (24) ARoS Aarhus Kunstmuseum /ARoS Art Museum 1 (47) 1 (45) 1 (92) Besættelsesmuseet / The Occupation Museum Museum Ovartaci (14) Your rainbow panorama Wadden Sea Industrimuseet / The Industrial Museum (13) AQUA Ferskvandsmuseum / AQUA Fresh Water Museum (22) 68

69 Aarhus Zoologiske Have / Aarhus Zoo 2 (56) 2 (58) 2 (114) Rundetårn / The Round Tower (19) Danfoss Universe Lousiana Aarhus University 2 (62) 2 (71) 2 (133) Don't know 6 (153) 6 (160) 6 (313) 25 (250) 25 (259) 25 (509) 69

70 Table 40: Which of the following sights/attractions in Aarhus do you think might be worth a visit? / Are you? Male Female Don't want to answer Den Gamle By / The Old Town 4 (119) 5 (132) 4 (251) Antikmuseet / The Antique Museum 2 (60) 2 (54) 2 (114) Steno Museet / The Steno Museum (17) (15) (32) Marselisborg Palace 2 (69) 2 (76) 2 (145) Vikingemuseet / The Viking Museum 4 (122) 4 (114) 4 (236) Aarhus Søfarts Museum / Aarhus Marine Museum 3 (81) 2 (58) 2 (139) Kunsthal Aarhus (23) (17) (40) Moesgård Museum 1 (35) (24) 1 (59) Kvindemuseet /Women s Museum (20) 2 (63) 1 (83) Naturhistorisk Museum / Natural History Museum 4 (101) 3 (88) 3 (189) Dansk Plakatmuseum / Danish Poster Museum 1 (30) 1 (26) 1 (55) 70

71 Aarhus Domkirke / Aarhus Cathedral 4 (101) 3 (99) 3 (200) Tivoli Friheden 1 (38) 1 (25) 1 (62) Legetøjsmuseet / The Toy Museum 2 (62) 3 (82) 2 (143) ARoS Aarhus Kunstmuseum /ARoS Art Museum 1 (39) 2 (59) 1 (98) Besættelsesmuseet / The Occupation Museum 2 (49) 1 (35) 1 (84) Museum Ovartaci 1 (32) (20) 1 (52) Your rainbow panorama 1 (45) 2 (58) 2 (103) Aarhus University (20) (32) I'm not interested in visiting any of these sights/attractio 2 (62) 2 (59) 2 (120) 45 (250) 43 (259) 44 (509) 71

72 Table 41: Which of the following events do you think takes place in Aarhus? / Are you? Male Female Don't want to answer SPOR Festival (14) Danmarks Grimmeste Festival (16) (13) (29) Aarhus Festuge / Aarhus Festival 2 (63) 3 (80) 2 (143) Aarhus City Halvmarathon / Aarhus City Half Marathon 2 (67) 3 (81) 2 (148) Royal Metal Fest / Metal Royale (20) Food Festival 1 (29) 1 (38) 1 (67) Sculptures by the Sea (18) (23) (41) SPOT Festival (14) NorthSide Festival (14) (25) Aarhus Vocal Festival 2 (59) 2 (75) 2 (134) 72

73 Aarhus Jazz Festival 2 (67) 3 (81) 2 (148) Classic Race Aarhus 2 (55) 1 (47) 2 (102) Distortion Rock under Broen (24) Eventyrløbet Europæisk Middelalderfestival / The European Medieval Festiv (13) (16) (29) Don't know 6 (150) 5 (139) 5 (289) 24 (250) 25 (259) 24 (509) 73

74 Table 42: Which of these events in Aarhus do you think might be worth a visit? / Are you? Male Female Don't want to answer SPOR Festival 1 (25) (15) (40) Danmarks Grimmeste Festival 1 (40) 1 (31) 1 (71) Aarhus Festuge / Aarhus Festival 2 (58) 2 (70) 2 (128) Aarhus City Halvmarathon / Aarhus City Half Marathon (23) (15) (38) Royal Metal Fest / Metal Royale 1 (29) 1 (27) 1 (55) Food Festival 4 (116) 5 (145) 5 (261) Sculptures by the Sea 3 (78) 4 (111) 3 (189) SPOT Festival (13) (17) (30) NorthSide Festival 1 (28) 1 (26) 1 (53) Aarhus Vocal Festival 1 (41) 1 (38) 1 (78) 74

75 Aarhus Jazz Festival 2 (52) 2 (67) 2 (119) Classic Race Aarhus 1 (42) 1 (25) 1 (67) I'm not interested in participating in any of these events 3 (84) 2 (62) 2 (146) 25 (250) 25 (259) 25 (509) 75

76 Table 43: How appealing do you find it to visit Aarhus on "1 - Not appealing at all", "2", "3", "4", "5", "6", "7 - Very appealing" or "Don't know": A day trip? / Are you? Male Female Don't want to answer 1 - Not appealing at all 1 3 (17) 1 (29) 2 1 (14) 1 1 (22) 3 1 (18) 1 (22) 4 1 (15) 1 1 (22) 5 1 (15) 1 1 (21) 6 1 (17) 1 (21) 7 - Very appealing 1 (14) Don't know 10 (106) 10 (57) 10 (163) 76

77 Table 44: How appealing do you find it to visit Aarhus on "1 - Not appealing at all", "2", "3", "4", "5", "6", "7 - Very appealing" or "Don't know": A short holiday with 1-2 overnight stays? / Are you? Male Female Don't want to answer 1 - Not appealing at all (13) (20) 5 2 (27) 1 2 (36) 6 2 (27) 2 2 (38) 7 - Very appealing 1 (15) 2 1 (27) Don't know 10 (106) 10 (56) 10 (162) 77

78 Table 45: How appealing do you find it to visit Aarhus on "1 - Not appealing at all", "2", "3", "4", "5", "6", "7 - Very appealing" or "Don't know": A holiday with more than 2 overnight stays?? / Are you? Male Female Don't want to answer 1 - Not appealing at all 1 (13) (14) 4 1 (19) 1 1 (25) 5 1 (16) 1 1 (25) 6 1 (16) 1 1 (27) 7 - Very appealing 1 (19) 2 (15) 2 (34) Don't know 1 (14) 10 (105) 10 (58) 10 (163) 78

79 Table 46: How likely is it that you will visit Aarhus "0 - Not likely at all", "1", "2", "3", "4", "5", "6", "7", "8", "9", "10 - Very likely" or "Don't know". Male Female Don't want to answer On a day trip (no overnight stays) within the next 3 years? (N = 154) For a short holiday (with 1-2 overnight stays) within the next 3 years? (N = 154) For a holiday (with more than 2 overnights stays) within the next 3 years? (N = 154)

80 5. KRYDS MED ALDER Table 47: Which countries have you visited in the last 3 years? / Age years years 55 years and older Belgium 1 (18) 1 (17) 1 (18) 1 (53) Bulgaria Denmark (19) Egypt (14) (31) Finland France 3 (53) 2 (38) 2 (38) 2 (129) Greece 1 (23) 1 (16) 1 (19) 1 (58) The Netherlands 1 (16) (15) 1 (17) 1 (48) Italy 2 (33) 1 (29) 1 (21) 1 (84) 80

81 Norway (19) Portugal 1 (17) 1 (17) 1 (21) 1 (55) Spain 3 (58) 3 (49) 3 (58) 3 (164) Great Britain 6 (93) 5 (81) 4 (79) 5 (254) Sweden (20) Thailand 1 (15) (24) Turkey (14) (14) (39) Germany 1 (23) 1 (17) 1 (16) 1 (56) United States 2 (30) 1 (30) 1 (27) 1 (87) Other countries (Please note): 3 (51) 2 (37) 2 (39) 2 (127) I haven't been abroad 1 (16) 2 (37) 2 (37) 1 (90) 33 (152) 26 (164) 27 (163) 28 (479) 81

82 Table 48: Which parts of Denmark have you been to in the last 3 years? / Age years years 55 years and older Northern Jutland Western Jutland Eastern Jutland Southern Jutland Funen and Islands Southern Zealsnd, Møn, Lolland-Falster Northern Zealand (without. Copenhagen) Bornholm Copenhagen (17) (19) 82

83 Table 49: How likely is it, that you or your household will visit Denmark within the next 3 years? years years 55 years and older How likely is it, that you or your household will visit Denmark within the next 3 years? (N = 442)

84 Table 50: On a scale of 0-10, with 10 being the most important, how important do you consider each of the following statements when going on a day trip or a short vacation in the city, e.g., a weekend trip? 84

85 16-34 years years 55 years and older Makes me relaxed (N = 464) Has easy access to airports and flight connections (N = 465) Is safe to stay in (N = 462) Has a great number of music events and concerts (N = 469) Provides me with the opportunity to exercise (N = 464) Has a lot of museums, galleries, and theatres (N = 467) Has good shopping opportunities (N = 468) Has an international feel (N = 464) Offers the opportunity to explore great gastronomy (N = 465)

86 Has a vibrant city pulse (N = 464) Is easy to get around in (N = 469) Is accessible by car (N = 465) Offers good public transportation (N = 465) Has a sustainable/green profile (N = 462) Features a wide variety of accommodation (N = 466) Offers holiday packages including accommodation, paid entrance fees and food (N = 466) Has green spaces e.g. parks, forests, or beaches (N = 467)

87 Table 51: How well do you know Aarhus (shown on the map)? / Age years years 55 years and older I don t know Aarhus at all 6 (103) 6 (107) 7 (120) 6 (330) I only know Aarhus by name 1 (25) 2 (34) 1 (27) 1 (86) I know a little about Aarhus (30) I know Aarhus well I know Aarhus very well Don't know (23) 10 (152) 10 (163) 10 (162) 10 (477) 87

88 Table 52: Have you ever been to Aarhus (shown on the map)? / Age years years 55 years and older Yes, on a day trip (without staying overnight) 1 Yes, on a short holiday with 1-2 nights stay 1 Yes, on a holiday with more than 2 nights stay No 7 (39) 7 (44) 8 (37) 8 (120) Don't know 10 (50) 10 (56) 10 (43) 10 (148) 88

89 Table 53: When was the last time you visited Aarhus? / Age years years 55 years and older Less than a year ago years ago years ago More than 5 years ago Don't know (22) 89

90 Table 54: How many times have you been on a daytrip (with no overnight stays) to Aarhus? / Age years years 55 years and older Once times times 9 times or more Don't know

91 Table 55: How many times have you been on a short holiday (with 1-2 overnight stays) in Aarhus? / Age years years 55 years and older Once times times 1 9 times or more Don't know

92 Table 56: How many times have you been on a holiday (with more than 2 overnight stays) in Aarhus? / Age years years 55 years and older Once 2-4 times times 9 times or more 5 5 Don't know

93 Table 57: Which of the following words do you associate with Aarhus? / Age years years 55 years and older Innovative Boring A lot of green areas (31) The slogan: 'City of Smiles' Polluted A wide variety of accommodations 1 Pulse A city going nowhere A cultural city (25) Relaxation 2 (13) 2 (13) 1 2 (32) 93

94 A 'Small Big City' (28) Snobby Sustainable, green profile 1 (13) Old-fashioned 1 (13) Not enough opportunities City of knowledge (17) A lot of experiences 1 1 (14) Easy to get around 1 2 (13) 1 1 (27) Value for money Outlying area 1 Limited variety of accommodation 94

95 Low ambitions The slogan: 'Aarhus. Danish for Relaxation' Lower class A city of sports and exercise A city in fast development (14) Uncool Expensive (14) Dynamic 1 Difficult to get around Not enough cultural opportunities The slogan: 'Aarhus. Danish for Progress' 1 (13) 95

96 High ambitions 1 Great shopping facilities Lack of international perspective Easy to get to (18) An international outlook 1 None of the above Don't know 3 (19) 3 (19) 3 (15) 3 (53) 32 (50) 30 (56) 27 (43) 30 (148) 96

97 Table 58: Which of the following sights/attractions do you think are located in Aarhus? / Age years years 55 years and older Den Gamle By / The Old Town 1 (17) (13) (38) Antikmuseet / The Antique Museum (19) Steno Museet / The Steno Museum Marselisborg Palace Vikingemuseet / The Viking Museum (13) (14) (37) Aarhus Søfarts Museum / Aarhus Marine Museum 2 (44) 2 (35) 1 (31) 2 (109) Kunsthal Aarhus 1 (27) 1 (22) 1 (26) 1 (76) Moesgård Museum (19) Kvindemuseet /Women s Museum Naturhistorisk Museum / Natural History Museum (14) (29) 97

98 Dansk Plakatmuseum / Danish Poster Museum (16) Aarhus Domkirke / Aarhus Cathedral 3 (47) 2 (34) 2 (37) 2 (118) Tivoli Friheden (14) Legetøjsmuseet / The Toy Museum (23) ARoS Aarhus Kunstmuseum /ARoS Art Museum 2 (33) 1 (29) 1 (26) 1 (88) Besættelsesmuseet / The Occupation Museum Museum Ovartaci (14) Your rainbow panorama Wadden Sea Industrimuseet / The Industrial Museum (13) AQUA Ferskvandsmuseum / AQUA Fresh Water Museum (21) 98

99 Aarhus Zoologiske Have / Aarhus Zoo 2 (40) 2 (35) 2 (35) 2 (110) Rundetårn / The Round Tower (18) Danfoss Universe Lousiana Aarhus University 3 (54) 2 (37) 2 (37) 2 (129) Don't know 5 (79) 6 (106) 6 (108) 6 (293) 31 (152) 22 (164) 24 (163) 25 (479) 99

100 Table 59: Which of the following sights/attractions in Aarhus do you think might be worth a visit? / Age years years 55 years and older Den Gamle By / The Old Town 4 (67) 5 (81) 5 (93) 5 (241) Antikmuseet / The Antique Museum 1 (24) 2 (33) 3 (53) 2 (110) Steno Museet / The Steno Museum 1 (17) (29) Marselisborg Palace 2 (38) 3 (49) 3 (51) 2 (138) Vikingemuseet / The Viking Museum 4 (62) 4 (77) 5 (88) 4 (227) Aarhus Søfarts Museum / Aarhus Marine Museum 2 (34) 2 (40) 3 (62) 2 (136) Kunsthal Aarhus 1 (18) (37) Moesgård Museum (13) 1 (21) 1 (24) 1 (57) Kvindemuseet /Women s Museum 2 (33) 1 (20) 1 (26) 1 (78) Naturhistorisk Museum / Natural History Museum 4 (63) 3 (53) 4 (64) 3 (181) 100

101 Dansk Plakatmuseum / Danish Poster Museum 1 (17) (13) 1 (22) 1 (52) Aarhus Domkirke / Aarhus Cathedral 3 (51) 3 (60) 5 (81) 4 (192) Tivoli Friheden (13) 2 (38) 1 (60) Legetøjsmuseet / The Toy Museum 3 (53) 2 (46) 2 (39) 2 (138) ARoS Aarhus Kunstmuseum /ARoS Art Museum 2 (37) 1 (27) 1 (29) 1 (92) Besættelsesmuseet / The Occupation Museum (13) 1 (24) 2 (46) 1 (83) Museum Ovartaci 1 (17) 1 (21) 1 (50) Your rainbow panorama 2 (37) 1 (30) 1 (32) 2 (98) Aarhus University (27) I'm not interested in visiting any of these sights/attractio 1 (21) 2 (40) 2 (45) 2 (107) 39 (152) 41 (164) 52 (163) 44 (479) 101

102 Table 60: Which of the following events do you think takes place in Aarhus? / Age years years 55 years and older SPOR Festival (14) Danmarks Grimmeste Festival (13) (28) Aarhus Festuge / Aarhus Festival 3 (55) 2 (36) 3 (48) 2 (139) Aarhus City Halvmarathon / Aarhus City Half Marathon 3 (57) 2 (38) 2 (47) 3 (143) Royal Metal Fest / Metal Royale (19) Food Festival 1 (23) 1 (21) 1 (18) 1 (62) Sculptures by the Sea (14) (15) (40) SPOT Festival (13) NorthSide Festival (21) Aarhus Vocal Festival 3 (54) 2 (34) 2 (45) 2 (133) 102

103 Aarhus Jazz Festival 3 (56) 2 (39) 2 (47) 3 (142) Classic Race Aarhus 2 (38) 1 (21) 2 (37) 2 (96) Distortion Rock under Broen (22) Eventyrløbet Europæisk Middelalderfestival / The European Medieval Festiv 1 (17) (27) Don't know 4 (65) 6 (103) 6 (105) 5 (272) 29 (152) 20 (164) 25 (163) 24 (479) 103

104 Table 61: Which of these events in Aarhus do you think might be worth a visit? / Age years years 55 years and older SPOR Festival 1 (16) (36) Danmarks Grimmeste Festival 1 (18) 1 (28) 1 (23) 1 (69) Aarhus Festuge / Aarhus Festival 2 (44) 2 (33) 2 (46) 2 (123) Aarhus City Halvmarathon / Aarhus City Half Marathon 1 (16) (33) Royal Metal Fest / Metal Royale 1 (20) 1 (17) (14) 1 (50) Food Festival 5 (82) 5 (89) 4 (80) 5 (250) Sculptures by the Sea 3 (54) 4 (68) 3 (60) 3 (182) SPOT Festival (13) (28) NorthSide Festival 1 (18) 1 (17) 1 (16) 1 (51) Aarhus Vocal Festival 1 (25) 1 (22) 1 (27) 1 (73) 104

105 Aarhus Jazz Festival 2 (44) 1 (28) 2 (41) 2 (114) Classic Race Aarhus 1 (20) 1 (19) 1 (24) 1 (63) I'm not interested in participating in any of these events 2 (30) 2 (46) 3 (56) 2 (132) 25 (152) 23 (164) 25 (163) 25 (479) 105

106 Table 62: How appealing do you find it to visit Aarhus on "1 - Not appealing at all", "2", "3", "4", "5", "6", "7 - Very appealing" or "Don't know": A day trip? / Age years years 55 years and older 1 - Not appealing at all (26) (20) (21) (19) (19) (19) 7 - Very appealing 2 (14) Don't know 1 10 (50) 10 (57) 10 (43) 10 (150) 106

107 Table 63: How appealing do you find it to visit Aarhus on "1 - Not appealing at all", "2", "3", "4", "5", "6", "7 - Very appealing" or "Don't know": A short holiday with 1-2 overnight stays? / Age years years 55 years and older 1 - Not appealing at all (13) (17) (18) 2 2 (34) (15) 3 (13) 2 (37) 7 - Very appealing (25) Don't know 1 10 (50) 10 (57) 10 (42) 10 (149) 107

108 Table 64: How appealing do you find it to visit Aarhus on "1 - Not appealing at all", "2", "3", "4", "5", "6", "7 - Very appealing" or "Don't know": A holiday with more than 2 overnight stays?? / Age years years 55 years and older 1 - Not appealing at all (14) 4 2 (16) 1 (21) (23) (26) 7 - Very appealing 3 (15) 2 2 (31) Don't know 1 (13) 10 (49) 10 (55) 10 (42) 10 (146) 108

109 Table 65: How likely is it that you will visit Aarhus "0 - Not likely at all", "1", "2", "3", "4", "5", "6", "7", "8", "9", "10 - Very likely" or "Don't know" years years 55 years and older On a day trip (no overnight stays) within the next 3 years? (N = 139) For a short holiday (with 1-2 overnight stays) within the next 3 years? (N = 140) For a holiday (with more than 2 overnights stays) within the next 3 years? (N = 139)