TOURISM ANNUAL REPORT: Port Douglas and Daintree Visitor Survey July 2013 June 2014

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1 TOURISM ANNUAL REPORT: Port Douglas and Daintree Visitor Survey July 2013 June 2014 This annual report forms part of a series of reports prepared by James Cook University (JCU) on tourism in the Port Douglas and Daintree region. The data presented in this report summarise the results from the four Quarters (s) of data collection from July 2013 to June Overall, a total of 664 surveys were collected. The results include socio-demographic characteristics, travel behaviour, motivations and planning, rainforest and reef locations, and satisfaction levels. 1. INTRODUCTION The aim of this research is to identify sociodemographic data, tourist motivations and behaviours of tourists visiting the Port Douglas and Daintree region. The research was not designed to provide information on the overall numbers of visitors who visit the region or how these figures vary on a yearly basis. Research published by Tourism Research Australia is able to provide high quality data on actual visitor numbers. 2. METHODOLOGY Visitor surveys distributed at a number of sites were used to collect data. Participants were approached by survey staff, informed about the aim of the survey and asked to participate. The surveys took approximately 7-10 minutes to complete and were analysed using the SPSS 20 statistical program. 3. LIMITATIONS The survey was conducted in English, potentially leading to an under-representation of non-english speaking visitors. For this reason care should be taken when generalising the results beyond the study population. Wet and windy weather conditions made data collection a difficult process at times. 4. FINDINGS SOCIO-DEMOGRAPIHC PROFILE Gender Generally speaking, the ratio of female and male respondents across the four quarters from July 2013 to June 2014 was 6:4. The numbers of female respondents exceeded the numbers of male counterparts in every quarter (Figure 1) Figure 1: Gender of respondents (%) Origin of respondents Male Female Figure 2 illustrates the origins of respondents. In the April 2014, 65.3% were domestic visitors to the Port Douglas and Daintree region. More domestic visitors were seen in the July 2013 and April 2014, compared to more international visitors in the remaining two quarters. 1

2 Oct 2013 Jan 2014 Apr VIC NSW QLD SA WA NT Figure 2: International and domestic respondents (%) Figures 3 shows the origin of international visitors in these four quarters. In the April 2014, 57.2% of international visitors originated from Europe, which includes UK (22.1%), Germany (10.4%), Sweden (7.8%) and other European countries (16.9%). The visitors from New Zealand jumped significantly to 26% in this quarter while the figures ranged between 8.8% to 10.9% in other quarters. Asian and African visitors were only seen in October 2013 and January Domestics International Europe Americas Pacific Asia Africas Figure 3: Origin of International respondents (%) As shown in Figure 4, the origin of domestic respondents were mainly from Victoria (50% in the April 2014 ; 54.7% on an annual average), followed by New South Wales (26.6% in the April 2014 ; 26.9% on an annual average), Queensland (4.3% in the April 2014 ; 18.4% on an annual average). Less than 10% were from South Australia, West Australia and Northern Territory respectively. Figure 4: Origin of Domestic respondents (%) Age of respondents Figure 5 demonstrates the age group of respondents. Respondents aged years accounted for the largest segment (22.4%) in the April 2014, followed by those aged years (17.5%), over 65 years (15.4%) and years (15%). The findings were quite different from the previous quarters. Those aged years comprised the largest segment (22% on an annual average), followed by years (16.3%) and years (16.1%) % % % 1 5.0% Income Under Figure 5: Age group of respondents (%) Over 65 Figure 6 depicts the income of respondents with relatively similar patterns across all quarters. Respondents with an income bracket greater than $85,000 comprised the largest segment (39.1% in the April 2014 ), followed by $65,000-$85,000 (16.4% in the April 2014 ) and $45,000-$65,000 (15.5% in the April 2014 ). 2

3 45.0% % % % 1 5.0% Couple Family with child Friends Alone Relatives Tour Figure 7: Travel party of respondents (%) Figure 6: Income of respondents (%) TRAVEL BEHAVIORS Travel Party and motivation Respondents travel party composition is illustrated in Figure 7. Respondents travelled mainly as families with children (38.9% in the April 2014 ; 21% on an annual average), followed by couples (34.8% in the April 2014 ; 44.4% on an annual average) and travelling with friends (12.6% in the April 2014 ; 14.9% on an annual average). On an annual average, 10.6% travelled alone, 7.5% travelled with relatives, and less than 2% travelled in tour groups. Most respondents were on a leisure holiday (88.7% in the April 2014 ; 82.1% on an annual average). Other motivations include attending a wedding (2.8% in the April 2014 ; 2.7% on an annual average), honeymooners (2% in the April 2014 ; 2.9% on an annual average), and visiting friends/relatives (0.8% in the April 2014 ; 2.9% on an annual average). Budget The average holiday budget (airfares, accommodation, tours and other expenses) for respondents holidaying in the Port Douglas and Daintree area was $5, (for 2 adults and 1 child) in the April This amount far exceeded the annual average of $4, Previous visits and length of stay In the April 2014, 47.3% of respondents indicated that this was their first visit to the Port Douglas and Daintree region, compared to 49.6% on an annual average. Repeat respondents had visited an average of 4.2 times in the quarter (4.5 times on an annual average). Figure 8 provides a summary of the length of time respondents stayed in Port Douglas, Mossman, Daintree, Cape Tribulation and the beaches in the April The results show that a large composition of respondents (56.6%) visited Port Douglas for seven nights or more. Mossman, Daintree, Cape Tribulation, and the beaches appeared to be important day tour destinations as over 20% reported a day visit. Similar patterns were found in other quarters during the examined periods. 3

4 Figure 8: Length of time spent in locations throughout the Port Douglas and Daintree area (%) Accommodation Figure 9 illustrates the accommodation types used by respondents. Holiday apartments (58.2% in the April 2014 ; 44.2% on an annual average) were by far the most popular type of accommodation. Resorts (13.8% in the April 2014 ; 18.2% on an annual average) and hotels/motels (10% in the April 2014 ; 12.8% on an annual average) were also popular accommodation types in all quarters. In the April 2014, respondents stated that 17.9% (28.2% on an annual average) of their chosen accommodation had on-site restaurants and 86.4% (78.1% on an annual average) had in-room cooking facilities. Respondents ate out an average of 2.1 times (2 times on an annual average) per day Port Douglas Mossman Daintree Cape Tribulation Beaches Day visit 1-2 nights 3-4 nights 5-6 nights 7 nights or more Transportation to and around the region Transportation to the Port Douglas and Daintree region is displayed in Figure 10. Among all major types of transports, air (72.6% in the April 2014 ; 70.9% on an annual average) was the most frequent form. Rental cars (14.9% in the April 2014 ; 18.8% on an annual average), private cars (7.3% in the April 2014 ; 13.4% on an annual average), and buses (6.5% in the April 2014 ; 15% on an annual average) were also popular forms of transport Figure 10: Transport used by respondents to travel TO Port Douglas (%) Figure 11 presents the types of transport used by respondents to travel AROUND the Port Douglas and Daintree region. Unlike previous quarters, most respondents favoured getting around the region by rented cars in the April 2014 (50.4%; 42.1% on an annual average). Walking was the most popular (45.7% on an annual average). One-fifth of respondents travelled by buses, and 14.7% by private cars. Less than 10% travelled by tour coaches, bikes, campervans, and other forms of transport Air Rented car Bus Private car Caravan Figure 9: Accommodation used by respondents (%) Figure 11: Transport used by respondents to travel AROUND Port Douglas (%) 4

5 Information sources and trip booking As shown in Figure 12, the most popular sources of information used by visitors were friends and family (47.2% in the April 2014 ; 47.4% on an annual average), followed by been before (35.9% in the April 2014 ; 26.9% on an annual average), the Internet (29.2% in the April 2014 ; 30% on an annual average), word of mouth (21.8% in the April 2014 ; 20.9% on an annual average) and tourists guide books (13.3% in the April 2014 ; 18% on an annual average) Figure 12: Information sources (%) Figure 13 summarises how respondents booked their trip to the Port Douglas and Daintree region. The most common methods of booking were online travel websites (32.7% in the April 2014 ; 34% on an annual average), online direct booking with the accommodation (31% in the April 2014 ; 24.6% on an annual average), travel agent (19.4% in the April 2014 ; 19.4% on an annual average) and phone or mail direct to the accommodation (16.1% in the April 2014 ; 11.3% on an annual average). 45.0% % % % 1 5.0% Online travel website Online dir to accom Travel agent Ph or mail dir to accom On the spot Online last min site Figure 13: Booking methods utilised by respondents (%) Motivations for travel to the region The most important motivations (measured on a scale of 1 = not at all important, to 5 = very important) for visiting the region in the April 2014 are listed in Table 1. Results are given as a mean (m). In the April 2014, the top five motives were: Rest & relax (m=4.63); Climate (m=4.62); Visit the beaches (m=4.48) Visit the Great Barrier Reef (m=3.91); and Experience the natural environment (m=3.84). The top five motives in the April 2014 were the same as the two quarters in 2013 but in different rank order. However, the findings differed in the January Climate (m=4.21) was the upmost motivator, followed by visiting the Great Barrier Reef (m=4.16), rest and relax (m=3.91), visiting the Daintree rainforest (m=3.84), and seeing Australian wildlife (m=3.62). Table 1: Motivations for travelling to the region Mean Motivation (Descending order) Rest and relax 4.63 Climate 4.62 Visits the beaches 4.48 Visit the Great Barrier Reef 3.91 Experience the natural environment 3.84 Spend time with family 3.72 Restaurants and dining 3.47 Visit the Daintree rainforest 3.44 See Australian wildlife 3.28 Snorkelling and Diving 3.18 Try local food 2.95 Cheap accommodations 2.9 Adventure activities 2.88 Experience Aboriginal culture 2.75 Cheap airfares 2.71 Socialising and meet new people 2.5 Nightlife and entertainment 2.36 Eco-accredited products 2.25 Go shopping 2.18 Carbon offsetting programs 2.06 Visit friends and relatives 1.82 Fishing 1.45 Weddings 1.07 Business/ conference/ meeting

6 Visits to the rainforest and reef Respondents travelled to the rainforest and reef. In the April 2014, 66.4% of respondents said that they visited the Daintree World Heritage rainforest. Table 2 shows which locations were visited. Interestingly, visitation to all three rainforest locations was highest in the April 2014 across the examined periods. Table 2: Rainforest locations visited (%) Jul Oct Jan Rainforest location Apr 2014 Daintree region Mossman Gorge Cape Tribulation Daintree village Respondents were also asked about their travel to the Great Barrier Reef. Table 3 shows the locations visited. Visitors interest in visiting the GBR decreased throughout the four quarters, a drop from 87% in the July 2013 to 67.5% in the April Table 3: Reef locations visited (%) Reef Location Jul 2013 Oct 2013 Jan 2014 Apr 2014 GBR Low Isles Outer Reef GBR from Cairns SATISFACTION Service quality Respondents were asked to reflect on 9 service quality aspects of their holiday in the Port Douglas and Daintree area using a scale of 1 ( very unsatisfied ) to 5 ( highly satisfied ). Table 4 provides a summary of the mean values in the April The top five service quality aspects were the same as the previous three quarters. Public transport, however, remained the least satisfying aspect across the survey period. Table 4: Service quality Mean Service quality (Descending order) Feeling safe & secure 4.56 Courteous & friendly staff 4.43 Standard of restaurants 4.09 Accommodation value for money 4.05 Visitor information 3.95 Tours value for money 3.72 Attractions value for money 3.69 Shopping/retail 3.61 Public transport 3.12 Overall satisfaction Almost all respondents (98.4% in the ; 95.7% on an annual average) were very satisfied with their visit, and would recommend the Port Douglas and Daintree region to prospective visitors. The region was rated 8.4 (from 1 to 10) on the overall quality of the visit in the April 2014, indicating a very high satisfaction level. SMART PHONE AND USE OF SOCIAL MEDIA Respondents were also questioned about their smart phone ownership and use of social media. In the April 2014, 43.5% of respondents (40.1% on an annual average) indicated that they used social media to search for information about their trip to Port Douglas. Figure 14 shows the most popular options of social media used by participants to research their holiday. The top three social media categories were TripAdvisor (56.9% in the Apr 2014 ; 55.6% on an annual average), followed by Facebook (15.3% in the ; 44.4% on an annual average), and travel blogs (21.8% in the Apr 2014 ; 17.5% on an annual average) TripAdvisor Facebook Blogs Twitter Figure 14: Social media used (%) 6

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