NATIONAL PARKS SURVEY

NATIONAL PARKS SURVEY DATE: December 2012 JOB REF: 11111 Presented to: Kathryn Cook UK Co-Ordinator UK Association of National Park Authorities 126 Bute Street Cardiff CF10 5LE 029 2049 9966 Presented by: RMG:Clarity Trefor House Galdames Place Ocean Park Cardiff CF24 5RE 02920 435 807

CONTENTS 1.0 Background and Objectives... 3 1.1 Background... 3 1.2 Methodology... 3 1.3 Statistical Note... 3 1.4 Statement of Reliability... 4 2.0 Executive Summary... 5 3.0 Key Findings... 6 4.0 Key Conclusions... 19 Appendix One: Telephone Questionnaire... 20 Appendix Two: Main Results Tabulations (Weighted)... 29 2

1.0 BACKGROUND AND OBJECTIVES 1.1 BACKGROUND The National Parks Authority wished to commission a representative survey of Great Britain into the awareness of, and opinions about, National Parks. The survey was also conducted in 2001 and 2007; where possible, this report compares the results with the 2007 survey. 1.2 METHODOLOGY 1,801 telephone interviews were conducted with members of the general public between 20 th October and 13 th November 2012. The sample was designed to be proportional to the age of the 16+ population of Scotland, Wales and the English regions. The required number of interviews with younger participants was not fully achieved, therefore the data has been weighted by age and region to correct this; the weighted tabulations have been used for this report, to ensure the research conducted remained statistically representative. 1.3 STATISTICAL NOTE At several points in this report, differences between the 2012 and 2007 results are commented upon. Unless otherwise stated, all differences that are noted in this report are statistically significant. Where p 0.05 we can be at least 95% confident that the correlation is not due to chance; i.e. the difference is statistically significant. All percentages in this report have been rounded to whole numbers. The data in this report is therefore subject to rounding errors. Where combined figures are stated they are accurate, although they may not match the sum of the appropriate figures in the charts. 3

1.4 STATEMENT OF RELIABILITY Assessment of the standard error: 1. The results are subject to the following sampling error, for which there follows an analysis. 2. The following analysis indicates the methodology used to calculate the standard error, with the standard 95% probability of being correct. The formulae for these calculations are as follows: SE% p% xq% n where p% = % sample value recorded q% = 100% - p% n and where: = sample size ±2.31 (SE%) = 95% probability that the correct answer lies in the range calculated. 3. When the sampling frame for individual zones is boosted to ensure reliability, with the results subsequently weighted proportional to population, the following analysis is used to calculate the effective sample size. The formulae for these calculations are as follows: k i 1 P ni W i 2 where k = number of zones the population and sample are divided into n = total sample size P = sample proportions W = weights 4. On our sample of 1,801 interviews we have a confidence interval of 2.31 at a 95% confidence level. The confidence interval is the plus-or-minus figure usually reported in newspaper or television opinion poll results. For example, if you use a confidence interval of 2.31 and 50% percent of your sample picks an answer you can be "sure" that if you had asked the question of the entire relevant population between 47.69% (50 2.31) and 52.31% (50 + 2.31) would have picked that answer. The confidence level tells you how sure you can be. It is expressed as a percentage and represents how often the true percentage of the population who would pick an answer lies within the confidence interval. The 95% confidence level means you can be 95% certain; the 99% confidence level means you can be 99% certain. Most researchers use the 95% confidence level. When you put the confidence level and the confidence interval together, you can say that you are 95% sure that the true percentage of the population is between 47.69% and 52.31%. 4

2.0 EXECUTIVE SUMMARY Almost all respondents thought that it is important for us as a nation to protect areas of the countryside from development 90% of respondents have heard of the expression National Parks Over 90% of respondents agreed that National Parks: o Are places that protect wildlife o A countryside area of national important o A peaceful place (93%) o A place that protects landscapes (91%) Over 80% thought that National Parks: o Conserve cultural heritage o Encourages public recreation Approximately three-quarters of people agreed that National Parks: o Are places that improve public understanding o A wilderness area (75%) Just over half of respondents thought that National Parks: o Are places free from human habitation o The same as the National Trust Just over two-fifths thought that National Parks are land owned by the Government 89% of respondents said that National Parks are important to them o 15% think that the protection of the countryside against urban development is important o Not using National Parks was the most common reason for thinking National Parks are unimportant Nearly two-fifths of respondents agreed that enough is done to protect the parks Almost all respondents thought that every child should experience firsthand a National Park as part of their education Over a third of respondents could not name any National Parks The most well known park was Snowdonia, followed by the Lake District The most visited National Park in Great Britain is the Lake District, followed by Snowdonia and the New Forest Over a third of respondents visited a National Park once or twice in the last year Over a third of visits to National Parks in the last year were for half a day or less o Approximately a fifth of visits were for less than a day Having more time would make a sixth of respondents visit National Parks more often Almost three-quarters of those who visited a National Park in the past year use the internet for holiday planning The top reasons for visiting a National Park are day trips and being on holidays in or near a National Park Almost a quarter of those who visited a National Park in the past year said that they enjoyed the wildlife, countryside and scenery No particular reason and it being too far to travel were the main reasons for never having visited a National Park The main reason for not visiting a National Park in the last year was a lack of time due to assorted commitments Over three-fifths of those who have not visited a National Park in the past year use the internet for holiday planning; Almost half of respondents in England think 1 per person per year is about the right level of expenditure on National Parks 5

3.0 KEY FINDINGS Almost all of the respondents (96%) thought that it is important for us as a nation to protect areas of the countryside from development, with over three-quarters (76%) thinking that this is very important. The percentage of respondents who think it is important to protect the countryside from development has fallen slightly from 98% in 2007; although only a 2% decrease, this is statistically significant. Figure 1 Q1. How important do you think it is for us as a nation to protect areas of the countryside from development? Base: all respondents (1801) 76% 20% 2% 0% 20% 40% 60% 80% 100% Very important Fairly important Not very important Not at all important Don't know Approximately the same percentage of respondents in all age groups (16-24, 25-44 and 45+) thought that it is either very or fairly important to protect areas of the countryside from development. However, those aged 45 and over were almost 30% more likely to think this is very important than those aged 16-24 (82% compared to 57%). As Figure 2 shows, 90% of respondents have heard of the expression National Parks ; again, this is a small, but significant, increase from 87% in 2007. Figure 2 Q2. Have you ever heard the expression 'National Parks'? 90% 10% <0.5% 0% 20% 40% 60% 80% 100% Yes No Don't know Base: all respondents (1801) Those in Wales were more likely to have heard of National Parks (96%) than those in either Scotland (86%) or England (89%). Respondents aged 25-44 were the most likely to have heard of National Parks (92%), whilst those aged 16-24 were the least likely (85%). 6

All those who were aware of National Parks were asked to state whether they agreed or disagreed with various statements about National Parks, as illustrated in Figure 3; significant changes from the 2007 survey are noted below. Over 90% of respondents agreed that National Parks are places that protect wildlife (95%), a countryside area of national important (93%, down from 97% in 2007), a peaceful place (93%) and a place that protects landscapes (91%). Over 80% thought that National Parks conserves cultural heritage (86%) and encourages public recreation (85%, down from 92% in 2007). Approximately three-quarters of people agreed that National Parks are places that improve public understanding (77%, down from 82% in 2007) and a wilderness area (75%). Just over half of respondents thought that National Parks are places free from human habitation (57%) and the same as the National Trust (53%, down from 65% in 2007). Respondents were least likely to think that National Parks are land owned by the Government (41%). Figure 3 Q3. To what extent do you agree or disagree that each of the following descriptions applies to national parks in the UK? A place that protects wildlife 66% 28% 3% A countryside area of national importance 62% 31% 5% A peaceful place 56% 36% 5% A place that protects landscapes 54% 37% 6% A place that conserves cultural heritage 47% 38% 10% 3% A place that encourages public recreation 47% 39% 11% 4% A place that improves public understanding 34% 43% 17% A wilderness area 39% 36% 14% 9% A place free from human habitation 27% 30% 18% 18% 7% The same as the National Trust 25% 29% 23% 15% 9% Land owned by the government 16% 25% 35% 17% 7% % 20% 40% 60% 80% 100% Strongly agree Tend to agree Neither agree nor disagree Tend to disagree Disagree strongly Base: Those aware of National Parks (1618) The older the respondent, the more likely they were to think that National Parks are countryside areas of national importance (45+ - 95%, 16-24 - 86%). Those aged 25-44 were the group most likely to think that National Parks are wilderness areas (81%) compared to those over 45 (70%). 88% of those aged over 45 and 87% of those 25-44 think that National Parks are places that encourage public recreation compared to 73% of those aged 16-24. Older people were also more likely to agree that National Parks are places that protect landscapes (25-44 93%, 45+ - 92%) than those aged 16-24 (83%). Similarly, younger respondents were less likely to agree that National Parks are places that conserve cultural heritage (16-24 - 80%) than older respondents (45+ - 87%). Over three quarters of those over 25 (25-44 77%, 45+ - 80%) agreed that National Parks are places that improve public understanding compared to two-thirds of those aged 16-24 (67%). 7

Age did not affect whether respondents agreed that National Parks are the same as the National Trust, however, those over 45 were over 60% more likely to disagree with the statement than those aged 16-24 (27% compared to 16%). 89% of respondents said that National Parks are either very, or fairly, important to them, a small decrease from 93% in 2007. National Parks are most important to those in Wales (95%), followed by England (90%) and least important in Scotland (83%). The older the respondent, the more likely they are to think that National Parks are important; only 80% of those aged 16-24 think they are important compared to 90% of those aged 25-44 and 92% of those over 45. Figure 4 Q4a. How important or unimportant are national parks to you? 59% 31% 8% 2% 0% 20% 40% 60% 80% 100% Very important Fairly important Not very important Not at all important Don't know Base: all respondents (1801) The reasons why respondents think that National Parks are important or otherwise are shown below, in Table 1. 15% think that the protection of the countryside against urban development is important whilst 9% think it is important to have a natural environment where one can relax in the open. 8% said that the countryside needs to be conserved for future generations and 6% said it was important to protect animals and wildlife. At 3%, not using National Parks was the most common reason for thinking National Parks are unimportant. The full list of responses can be seen in Appendix 2, p34. Table 1 Q4b. Why do you say that? The protection of the countryside against urban development is important/ a good thing 15% Important to have somewhere to go and relax in an open/ natural environment 9% The countryside needs to be conserved for our children/ grandchildren/ future generations 8% Important for the protection/ conservation of animals and wildlife/ nature 6% A good place for family outings/ holidays/ to visit with children 5% Enjoy the outdoor life and do a lot of walking/ activities outdoors 4% I live in/ near to a National Park - appreciate/ enjoy them 4% I/ the family have enjoyed visiting the National Parks 4% Because they're a part of our/ the nation's/ Britain's heritage 3% I don't use them/ hardly ever go there 3% Visits/ uses the parks regularly 3% Somewhere everyone can go for walks and enjoy the view 3% Not so important for me personally but appreciate their importance in general 2% No particular reason/ not really thought about it 2% A place to take the children to show and teach them about nature 2% Not something that I'm interested in/ doesn't appeal to me 2% Base: all respondents (1801) 8

Figure 5 shows whether respondents think that enough is done to protect our National Parks; as can be seen there are some significant differences between the 2012 and 2007 results. 39% of respondents in 2012 agreed that enough is done to protect the parks compared to 44% in 2007. The percentage of people disagreeing has also fallen from 40% in 2007 to 26% in 2012. Figure 5 Q5. To what extent do you agree or disagree that enough is being done to protect our National Parks? 2012 10% 29% 25% 18% 7% 11% 2007 15% 29% 8% 21% 19% 8% 0% 20% 40% 60% 80% 100% Agree strongly Tend to agree Neither agree nor disagree Tend to disagree Disagree strongly Don't know Base: all respondents (1801) Almost all respondents (96%) thought that every child should experience firsthand a National Park as part of their education; this is exactly the same figure as in 2007. However, younger respondents are slightly less likely to think that experiencing a National Park is a central part of a child s education (16-24 - 90%) than older respondents (over 25 97%). Figure 6 Q6. Do you think that every child should experience first hand a national park as part of his/ her education? 96% 3% 0% 20% 40% 60% 80% 100% Base: all respondents (1801) Yes No Don't know Figure 7, below, shows which National Parks the respondents could name unprompted as well as which National Parks the respondents have ever visited. 9

Figure 7 Q7. Can you name any national parks in England, Wales or Scotland?/ Q8. Have you ever visited any of the following national parks? Brecon Beacons National Park Cairngorms National Park The Broads Dartmoor National Park Exmoor National Park Lake District National Park Loch Lomond & the Trossachs National Park New Forest National Park Northumberland National Park North York Moors National Park Peak District National Park Pembrokeshire Coast National Park Snowdonia National Park South Downs National Park Yorkshire Dales National Park None Don't know 1% % 2% 4% 3% 7% 7% 6% 6% 8% 8% 9% 11% 11% 14% 14% 17% 17% 23% 22% 26% 25% 29% 27% 24% 34% 37% 37% 36% 33% 36% 39% 39% 58% Base: all respondents (1801) 0% 10% 20% 30% 40% 50% 60% Q7. Can you name any national parks in England, Wales or Scotland? Q8. Have you ever visited any of the following national parks? Over a third of respondents (36%) could not name any National Parks, whilst the most well known park was Snowdonia (24%, also 24% in 2007), followed by the Lake District (22%, down from 27% in 2007). In 2007, the second most well known park was the Peak District, at 25%; this has now fallen to 14%. Awareness of Exmoor has almost halved from 13% in 2007 to 7% in 2012, whilst awareness of the Brecon Beacons has almost doubled from 8% to 14%. As would be expected, respondents were more likely to be aware of National Parks that are near to them. The most well known park in Scotland is the Cairngorms (29%), whilst the Brecon Beacons is the most well known park in Wales (44%). At 27%, the Lake District is England s most well known National Park. At 58%, the most visited National Park in Great Britain is the Lake District, although this is a significant fall from 70% in 2007. Both at 39%, Snowdonia and the New Forest are the next most visited National Parks. 10

The percentage of respondents who have ever visited the National Parks (with the exception of the Brecon Beacons and the Pembrokeshire Coast) has fallen significantly since 2007. In 2007, over half of respondents had visited the Peak District (53%), Dartmoor (54%) and the New Forest (55%). Respondents were more likely to have visited National Parks in their locale; for example, 57% of those in the East of England have visited the Broads and 64% of those in the North East have visited Northumberland. Those who have ever visited a National Park were asked how often they have visited a park in the past year; 19% have done so once, whilst a further 16% have done so twice. 17% have visited a National Park between three and six times and 11% ten times or more. Over a third (35%) have not visited a park in the last year, a reduction from 42% in 2007. Figure 8 Q9. How often have you visited a national park in the last year? 19% 16% 17% 2% 11% 35% 0% 20% 40% 60% 80% 100% Once Twice 3-6 times 7-9 times 10 times or more Not visited in last year Base: None visited excluded (1649) Those in Wales are most likely to have visited a National Park in the past year (not visited 27%), followed by England (not visited 37%) and Scotland (not visited 39%). Those aged 16-24 were the age group most likely to have visited a National Park (not visited 32%, compared to 38% for those over 45), however, they were also more likely to have visited a National Park once (26%) or twice (21%) than those over 45 (15% and 14% respectively). In both 2007 and 2012, the number of people who have ever visited any of the National Parks is much more than the number of people who have heard of them unprompted. Furthermore, of those who have visited a National Park in the last year, 23% had not heard of any National Parks when answering Question 7; this includes 11% of those who have visited a National Park ten or more times in the last year. This could indicate that many people have visited National Parks, but have forgotten them quickly as they cannot remember their names without prompting. It could also indicate that some people are not aware that particular areas are actually National Parks or that respondents are potentially confusing other parks and nature reserves with National Parks. 11

Over a third (37%) of visits to National Parks in the last year were for half a day or less, a significant increase from 28% in 2007. Approximately a fifth of visits were for less than a day (22%) and for one to three nights (21%). The percentage of people visiting for over seven nights has decreased significantly from 7% in 2007 to 4% in 2012. This indicates that there is a move towards day trips away from staying visits. Figure 9 Q10. On your most recent visit, how long did you stay? 37% 22% 21% 16% 4% 0% 20% 40% 60% 80% 100% Half day or less (i.e. a few hours) Less than a day (anything up to 24 hrs but not overnight) One to three nights Four to seven nights Over seven nights Don t know Base: Those who have visited in the last year (1068) Whilst age does not have an impact on the length of a stay in a National Park, country does. Almost half of those in Wales (49%) visited a National Park for half a day or less on their last visit; they were also less likely to visit for one to three nights (16%) and four to seven nights (9%). Those who had visited a National Park in the past year were asked what would make them visit more frequently. As Table 2 shows, having more time would make 17% visit more often. 9% said that nothing would make them come back, whilst a further 9% would like better weather. 8% do not need further encouragement to visit National Parks. The full list of responses can be found in Appendix 2, p39. Table 2 Q11. What would make you come back/ visit more frequently? Having more time/ more free time 17% Nothing 9% Weather - good/ better weather 9% Don't need encouragement - go there anyway 8% Go for the beautiful scenery/ countryside/ walks 5% Don't know/ can't answer 4% Distance - bit nearer to us would be nice 3% Go/ would go for the peace and quiet/ tranquillity 3% More events/ activities nearby 3% They're fine just the way they are 3% Keep it as natural as possible - don't change it/ keep it as it should be 2% More money and time 2% Cheaper/ better accommodation 2% Base: Those who have visited in the last year (1068) 12

Almost three-quarters (73%) of those who visited a National Park in the past year use the internet for holiday planning; the next most common information source is word of mouth, at 12%. At 1%, the National trust was the most common Other response; the full list can be found in Appendix 2, p42. Figure 10 Q12. Where do you obtain information when planning a holiday, countryside visit or leisure activity? At work Internet Newspaper/ magazine Printed brochure guide/ maps Library Poster/ leaflet/ flyer Visitor centre/ tourist information centre Word of mouth Don't know/ can't remember Other <0.5% 4% 2% 1% 6% 8% 12% 2% 10% 73% Base: Those who have visited in the last year (1068) 0% 20% 40% 60% 80% If the respondents said that they use the internet, newspapers/ magazines or printed brochures/ maps they were asked which website, newspaper, brochure etc. 39% reported specifically using Google to search for information, whilst a further 26% use other unspecified search engines and sites. The full breakdown of these responses can be seen in Appendix 2, p43. The top reasons for visiting a National Park are presented in Table 3, with the full list of reasons listed in Appendix 2, p46. 16% were on a day trip, 15% were on holidays in or near a National Park and 9% were walking. Table 3 Q13. Why did you visit the national park/ national parks recently? A day trip/ a day out 16% Were on holiday there/ in the area 15% Walking/ enjoy walking 9% To see/ visit family/ friends 7% For a change/ a break 4% For the open space, peace and quiet 3% Live here/ close to where I live 3% Dog walking 3% Just to get into the countryside/ into the fresh air 2% Travelling through a National Park and stopped off on my way 2% Leisure/ leisure activity 2% Escape from the city/ town 2% For the landscape - countryside/ views 2% Base: Those who have visited in the last year (1068) In 2007 the top reasons for visiting a National Park were walking (22%), holiday/ short break with friends (18%) and recreation (16%). This does indicate that may have been some change in the reasons for visiting a National Park since 2007, however, it should be noted that this was an open 13

question in 2012, therefore the list of responses from 2007 and 2012 are not directly comparable. This caveat is also applicable to Questions 14, 15a and 15b, which were also closed questions in 2007 and open in 2012. Almost a quarter of those who visited a National Park in the past year said that they enjoyed the wildlife, countryside and scenery, whilst a further 9% said they enjoy walking, the countryside and the scenery. Another 9% enjoyed the peace and quiet and 6% enjoyed being away from city in fresh air. The full list of what respondents enjoyed about their last visit to a National Park can be found in Appendix 2, p48. Table 4 Q14. What did you enjoy about your recent visit to the national park/ national parks? Wildlife/ scenery/ countryside 24% Walking/ countryside/ scenery 9% Peace and quiet/ tranquillity/ serenity 9% Being away from city/ urban life and out in the open/ fresh air 6% Beautiful scenery - unspoilt/ natural beauty 5% Openness and fresh air/ being outdoors 4% The weather, getting out into the countryside and the scenery 3% Open spaces/ peace and quiet 3% The views 2% Nothing in particular 2% Being with good company/ friends/ family 2% Getting away from it all for a while - rest/ relaxation 2% Base: Those who have visited in the last year (1068) In 2007, the top things enjoyed by visitors to National Parks were the landscape (34%), peace and quiet (33%) and wildlife (16%). The majority of the top enjoyments in visiting National Parks in 2012 can fit into the top enjoyments in visiting in 2007. Table 5, below, shows the reasons why those who have never visited a National Park have not done so. The top reasons, both at 16%, are no particular reason and it being too far to travel. 15% cited a lack of time, whilst 12% are simply not interested. These reasons are broadly similar to 2007, when the main reasons for never having visited a National Park were never got round to it (22%), distance (18%) and no reason (12%). 14

Table 5 Q15a. Why have you never visited a national park? No particular reason - just never been 16% Distance/ too far to travel 16% Too busy/ no time 15% Not interested/ not my sort of thing 12% Because I don't know where they are/ anything about them 6% Never thought about it 6% Don't holiday in this country/ tend to go abroad 6% Never had the chance/ opportunity 5% Don't drive/ no transport 4% Can't afford days out/ lack of money 3% Might have visited previously/ when I was younger but not sure 3% Age/ ill health/ disability 2% Can't because it's dark 1% Because they're quite big and famous 1% I recently moved the UK from Canada and have not had a chance to look into National Parks. 1% Bereavement 1% No young children to take 1% Prefer coastal locations 1% Base: Those who have not/ do not know whether visited a National Park (152) Those who have visited National Parks more than a year ago were asked why they have not done so in the past year; Table 6 shows the main reasons, with the remainder in Appendix 2, 52. Table 6 Q15b. Why have you not visited a national park in the last year? Too busy/ no time - work/ college/ family commitments 28% Age/ ill health/ disability 15% No particular reason - just haven't been 9% Too far away/ none close enough 8% Tend to go abroad/ go abroad a lot 7% Family & personal issues/ problems/ bereavement 5% Not had a holiday/ been anywhere this year 4% Lack of money/ can't afford to go anywhere 4% Not interested/ not my sort of thing 3% Transport issues - no car/ don't drive 3% The weather/ weather hasn't been good 3% Don't get out much now/ don't travel far 2% Base: Those who have not visited in the last year (581) The main reason for not visiting a National Park in the last year was a lack of time due to assorted commitments (28%), followed by age, ill health or disability (15%). 9% said they just haven t been and 8% said the parks were too far away. The main reason in 2007 was never got round to it (29%), which does not appear to be a major reason for not visiting a National Park in 2012. However, health reasons (14%) and distance (10%) were the second and third most common reasons for not going to a National Park in 2007; figures which are similar to 2012. 15

Over three-fifths (64%) of those who have not visited a National Park in the past year use the internet for holiday planning; the next most common information source is word of mouth, at 8%. 7% of respondents use information from posters, leaflets and flyers as well as visitor centres. Also at 7%, travel agents was the most common Other response; the full list can be found in Appendix 2, p53. Figure 11 Q15c. Where do you obtain information when planning a holiday, countryside visit or leisure activity? Internet Newspaper/ magazine Printed brochure guide/ maps Library Poster/ leaflet/ flyer Visitor centre/ tourist information centre Word of mouth Don't know/ can't remember Other 2% 1% 1% 7% 7% 8% 5% 16% 64% 0% 10% 20% 30% 40% 50% 60% 70% Base: Those who have not visited a national park/ visited in the last year (733) If the respondents said that they use the internet, newspapers/ magazines or printed brochures/ maps they were asked which website, newspaper, brochure etc. 32% reported specifically using Google to search for information, whilst a further 28% use other unspecified search engines and sites. The full breakdown of these responses can be seen in Appendix 2, p54. The respondents in England were informed that the 10 National Park Authorities currently receive funding from the Government which equates to about 1 per person per year living in England. They were then asked their feelings on this level of expenditure. As Figure 12 shows, almost half (48%) think this is about right; 12% think it is far too little and 37% think it is too little (49%) combined. Only 2% thought that 1 per person per year was too much or far too much. Figure 12 Q16. Do you think this level of spending ( 1 per person per year) on these special places is...? 12% 37% 48% 2% 0% 20% 40% 60% 80% 100% Far too little Too little About right Too much Far too much Base: Those from England only (1000) 16

Demographics The following charts present the demographic information from the survey. Figure 13 Q17. Gender of respondent 39% 61% 0% 20% 40% 60% 80% 100% Male Female Base: all respondents (1801) Figure 14 Q18. Ethnic group White British Refused Other White Group Asian or Asian British Indian Asian or Asian British Pakistani White Irish Black or Black British Caribbean Mixed White and Asian Mixed White and Black Caribbean Chinese Other Mixed Group Black or Black British African Other Asian or Asian British Group Other Black or Black British Group Asian or Asian British Bangladeshi Other 4% 2% 1% 1% 1% <0.5% <0.5% <0.5% <0.5% <0.5% <0.5% <0.5% <0.5% <0.5% <0.5% 88% 0% 20% 40% 60% 80% 100% Base: all respondents (1801) Figure 15 Q19. Tenure of accommodation 72% 8% 6% 6% 5%3% 0% 20% 40% 60% 80% 100% Owns/buying with a mortgage Rented from council Rented privately Refused Rented from Housing Association Other Base: all respondents (1801) 17

Figure 16 Q20. SEG of chief wage earner 14% 37% 22% 21% 6% 0% 20% 40% 60% 80% 100% Base: all respondents (1801) A/B C1 C2 D/E Refused Figure 17 F1. Age of Respondent 16% 32% 52% 0% 20% 40% 60% 80% 100% Base: all respondents (1801) 16-24 25-44 45+ 18

4.0 KEY CONCLUSIONS Although unprompted awareness of the individual National Parks is not very high, the great majority of respondents have heard of National Parks, think they are important in safeguarding areas of the countryside from development and think they should be a part of a child s education. Respondents generally have a good understanding of what a National Park is (e.g. somewhere that protects wildlife and cultural heritage); however, there are many people who believe erroneous things about National Parks, such as them being free from human habitation, the same as the National Trust and land owned by the Government. Those who do visit National Parks tend to do so for less than a day, but do so up to 6 times a year. The main reasons for visiting a National Park are to do with the scenery and landscapes, the peace and quiet and open spaces, as well as the leisure and recreation activities available. Lack of time and ill health are the main reasons that people have not visited National Parks, either in the last year, or ever. Younger respondents do have some slightly different views to older participants, but they are not substantial. For example, 90% of those 25-44 and 92% of those over 45 thought National Parks were important to them, compared to 80% of those aged 16-24. However, respondents aged 16-24 were more likely to have visited a National Park in the last year than those over 25, although they were more likely to visit once or twice, whilst older respondents were more likely to make multiple visits. 19

APPENDIX ONE: TELEPHONE QUESTIONNAIRE 20

J11111 National Parks Awareness Survey 2012 - Final Questionnaire v2-19-10-12 Telephone Introduction: Good morning/ afternoon. My name is AgentName and I am calling from an independent research agency RMG:Clarity in Cardiff. Firstly, can I assure you that we are NOT a sales company; we're simply conducting a short awareness survey in your area on behalf of the UK National Parks family. Would you be kind enough to spare a few minutes of your time? IF YES: "JUST TO INFORM YOU THAT THIS CALL IS BEING RECORDED FOR TRAINING AND QUALITY PURPOSES" F1a. Can I please ask your age? TYPE IN EXACT FIGURE BELOW. IF REFUSED - TYPE IN 999. (must be inferior to 110) If = 999, Only ask 'F1b' If Between 16 and 24, set '1' to question 'F1b' If Between 65 and 74, set '6' to question 'F1b' If Between 75 and 100, set '7' to question 'F1b' If Between 55 and 64, set '5' to question 'F1b' If Between 25 and 34, set '2' to question 'F1b' If Between 35 and 44, set '3' to question 'F1b' If Between 45 and 54, set '4' to question 'F1b' If < 16, Prompt interviewee with message 'Ask if there is someone older you can speak to, otherwise thank and close.' F1b. Which of the following age bands do you fall into? READ OUT. MARK ONE BOX ONLY. 1 16-24 2 25-34 3 35-44 4 45-54 5 55-64 6 65-74 7 75+ If = 1, set '1' to question 'Age Quota' If = 2, 3, set '2' to question 'Age Quota' If = 4, 5, 6, 7, set '3' to question 'Age Quota' Q1. How important do you think it is for us as a nation to protect areas of the countryside from development? READ OUT. MARK ONE BOX ONLY. 1 Very important 2 Fairly important 3 Not very important 4 Not at all important 5 Don't know (DO NOT READ OUT) Q2. Have you ever heard the expression 'National Parks'? MARK ONE BOX ONLY. 1 Yes 2 No 3 Don't know (DO NOT READ OUT) If = 2, 3, do not ask 'Q3 Loop' 21

Q3. To what extent do you agree or disagree that each of the following descriptions applies to national parks in the UK? READ OUT. MARK ONE BOX ONLY. Land owned by the government 1 Strongly agree 2 Tend to agree 3 Neither agree nor disagree 4 Tend to disagree A countryside area of national importance A wilderness area A place that protects wildlife A place that encourages public recreation The same as the National Trust A place that protects landscapes A place free from human habitation A place that conserves cultural heritage A peaceful place A place that improves public understanding 5 Disagree strongly INTERVIEWER NOTE: READ OUT TO EVERYONE: "National Parks are large areas of land that are protected by law for the benefit of the nation. They were established by the 1949 National Parks and Access to the Countryside Act and have two statutory purposes: To conserve and enhance the natural beauty, wildlife and cultural heritage of the National Parks To promote opportunities for the public understanding and enjoyment of the special qualities of the Parks. There are currently fifteen Members of the National Parks family 10 in England, 3 in Wales and 2 in Scotland." Q4a. How important or unimportant are national parks to you? READ OUT. MARK ONE BOX ONLY. 1 Very important 2 Fairly important 3 Not very important 4 Not at all important 5 Don't know (DO NOT READ OUT) 22

Q4b. Why do you say that? PLEASE TYPE EXACTLY WHAT RESPONDENT SAYS. Q5. To what extent do you agree or disagree that enough is being done to protect our National Parks? READ OUT. MARK ONE BOX ONLY. 1 Agree strongly 2 Tend to agree 3 Neither agree nor disagree 4 Tend to disagree 5 Disagree strongly 6 Don't know (DO NOT READ OUT) Q6. Do you think that every child should experience firsthand a national park as part of his/her education? (nb. firsthand experience means a physical visit) MARK ONE BOX ONLY. 1 Yes 2 No 3 Don't know Q7. Can you name any national parks in England, Wales or Scotland? DO NOT READ OUT. MARK ALL THAT APPLY. (15 maximum responses) 1 Brecon Beacons National Park 2 Cairngorms National Park 3 The Broads 4 Dartmoor National Park 5 Exmoor National Park 6 Lake District National Park 7 Loch Lomond & the Trossachs National Park 8 New Forest National Park 9 Northumberland National Park 10 North York Moors National Park 11 Peak District National Park 12 Pembrokeshire Coast National Park 13 Snowdonia National Park 14 South Downs National Park 15 Yorkshire Dales National Park 16 None 17 Don't know 23

Q8. Have you ever visited any of the following national parks? READ OUT. MARK ALL THAT APPLY. (15 maximum responses) 1 Brecon Beacons National Park 2 Cairngorms National Park 3 The Broads 4 Dartmoor National Park 5 Exmoor National Park 6 Lake District National Park 7 Loch Lomond & the Trossachs National Park 8 New Forest National Park 9 Northumberland National Park 10 North York Moors National Park 11 Peak District National Park 12 Pembrokeshire Coast National Park 13 Snowdonia National Park 14 South Downs National Park 15 Yorkshire Dales National Park 16 None (DO NOT READ OUT) 17 Don't know (DO NOT READ OUT) If = 16, do not ask 'Q9' thru 'Q14' If <> 16, 17, do not ask 'Q15a' Q9. How often have you visited a national park in the last year? READ OUT. MARK ONE BOX ONLY. 1 Once 2 Twice 3 3-6 times 4 7-9 times 5 10 times or more 6 Not visited in last year If <> 6, do not ask 'Q15b' If = 6, do not ask 'Q10' thru 'Q14' Q10. On your most recent visit, how long did you stay? READ OUT. MARK ONE BOX ONLY. 1 Half day or less (i.e. a few hours) 2 Less than a day (anything up to 24 hrs but not overnight) 3 One to three nights 4 Four to seven nights 5 Over seven nights 6 Don t know (DO NOT READ OUT) Q11. What would make you come back / visit more frequently? PLEASE TYPE EXACTLY WHAT RESPONDENT SAYS. 24

Q12. Where do you obtain information when planning a holiday, countryside visit or leisure activity? DO NOT PROMPT/ DO NOT READ OUT. MARK ALL THAT APPLY IF NOT ON LIST, TYPE UNDER 'OTHER (SPECIFY)' BELOW (10 maximum responses) 1 At work (please specify further under 'other' below) 2 Internet (please specify which site under 'other' below) 3 Social Media (please specify which under 'other' below) 4 Library 5 Newspaper/ magazine (please specify which under 'other' below) 6 Poster/ leaflet/ flyer 7 Printed brochure guide/ maps (please specify which under 'other' below) 8 Visitor centre/ tourist information centre 9 Word of mouth 10 Don't know/ can't remember 11 Other (specify) If = 1, 2, 4, 5, 6, 7, 8, 9, 10, 11, do not ask 'Q15c' If = 1, 2, 3, 5, 7, Prompt interviewee with message 'Select YES and specify the title of the publication 'Other (please specify)'' Q13. Why did you visit the national park/national parks recently? PLEASE TYPE EXACTLY WHAT RESPONDENT SAYS. Q14. What did you enjoy about your recent visit to the national park/national parks? PLEASE TYPE EXACTLY WHAT RESPONDENT SAYS. Q15a. Why have you never visited a national park? PLEASE TYPE EXACTLY WHAT RESPONDENT SAYS. Q15b. Why have you not visited a national park in the last year? PLEASE TYPE EXACTLY WHAT RESPONDENT SAYS. 25

Q15c. Where do you obtain information when planning a holiday, countryside or leisure activity? DO NOT PROMPT/ READ OUT. MARK ALL THAT APPLY IF NOT ON LIST, TYPE UNDER 'OTHER (SPECIFY)' BELOW (10 maximum responses) 1 At work (please specify further under 'other' below) 2 Internet (please specify which site under 'other' below) 3 Social Media (please specify which under 'other' below) 4 Library 5 Newspaper/ magazine (please specify which under 'other' below) 6 Poster/ leaflet/ flyer 7 Printed brochure guide/ maps (please specify which under 'other' below) 8 Visitor centre/ tourist information centre 9 Word of mouth 10 Don't know/ can't remember 11 Other (specify) If = 1, 2, 3, 5, 7, Prompt interviewee with message 'Select YES and specify the title of the publication 'Other (please specify)'' PLEASE READ OUT TO ALL RESPONDENTS: "There are ten National Parks across England including the Lake District and S_Park making up over 9% of the country. The 10 National Park Authorities currently receive funding from the Government which equates to about 1 per person per year living in England." Q16. Do you think this level of spending on these special places is: READ OUT LIST. MARK ONE BOX ONLY 1 Far too little 2 Too little 3 About right 4 Too much 5 Far too much Demographics. Please READ OUT Statement: I would now like to ask you a few questions about yourself and your household. These are for survey control purposes only and the results will not be released identifying you by name. Q17. Gender of respondent RECORD BY OBSERVATION 1 Male 2 Female 26

Q18. Which of the following best describes you? Are you? READ OUT. MARK ONE BOX ONLY. 1 White British 2 White Irish 3 Other White Group 4 Mixed White and Black Caribbean 5 Mixed White and Asian 6 Other Mixed Group 7 Asian or Asian British Indian 8 Asian or Asian British Pakistani 9 Asian or Asian British Bangladeshi 10 Other Asian or Asian British Group 11 Black or Black British Caribbean 12 Black or Black British African 13 Other Black or Black British Group 14 Chinese 15 Refused (DO NOT READ OUT) 16 Other (specify) Q19. Does your household own or rent this accommodation? READ OUT. MARK ONE BOX ONLY. 1 Owns/buying with a mortgage 2 Rented privately 3 Rented from council 4 Rented from Housing Association 5 Refused (DO NOT READ OUT) 6 Other (specify) Q20a. What is your occupation? IF RETIRED, ASK FOR PREVIOUS OCCUPATION IF REFUSED, TYPE IN REFUSED Q20b. SEG 1 A/B 2 C1 3 C2 4 D/E 5 Refused Q21. Would you be willing to be recontacted for future quality control purposes? INTERVIEWER NOTE: This will involve an interviewer contacting you and asking you a few brief questions to verify and monitor the quality of this call. 1 Yes 2 No 27

INTERVIEWERS PLEASE READ OUT TO ALL RESPONDENTS: Thank you for participating in this survey. If you wish to check the credentials of RMG:Clarity, I can provide the telephone number for the Market Research Society, who will be able to verify our company. Would you like to take the number? 0500 39 69 99 Please check your work because once you move on you will not be able to return to this record. 1 Checking (Return to start of survey) 2 Continue to end of survey If = 1, goto 'Intro' Enter your initials to complete the survey 28

APPENDIX TWO: MAIN RESULTS TABULATIONS (WEIGHTED) 29

Q1. How important do you think it is for us as a nation to protect areas of the countryside from development? Base: All respondents Base: All respondents 1801 100.0% Very important 1376 76.4% Fairly important 362 20.1% Not very important 34 1.9% Not at all important 8.5% Don't know 21 1.2% Q2. Have you ever heard the expression 'National Parks'? Base: All respondents Base: All respondents 1801 100.0% Yes 1618 89.8% No 178 9.9% Don't know 6.3% Q3. To what extent do you agree or disagree that each of the following descriptions applies to national parks in the UK - LAND OWNED BY THE GOVERNMENT? Base: Those aware of National Parks Base: Those aware of National Parks 1618 100.0% Strongly agree 260 16.1% Tend to agree 410 25.3% Neither agree nor disagree 563 34.8% Tend to disagree 270 16.7% Disagree strongly 115 7.1% Q3. To what extent do you agree or disagree that each of the following descriptions applies to national parks in the UK - A COUNTRYSIDE AREA OF NATIONAL IMPORTANCE? Base: Those aware of National Parks Base: Those aware of National Parks 1618 100.0% Strongly agree 996 61.5% Tend to agree 508 31.4% Neither agree nor disagree 83 5.1% Tend to disagree 18 1.1% Disagree strongly 12.8% 30

Q3. To what extent do you agree or disagree that each of the following descriptions applies to national parks in the UK - A WILDERNESS AREA? Base: Those aware of National Parks Base: Those aware of National Parks 1618 100.0% Strongly agree 630 38.9% Tend to agree 580 35.8% Neither agree nor disagree 227 14.0% Tend to disagree 142 8.8% Disagree strongly 40 2.5% Q3. To what extent do you agree or disagree that each of the following descriptions applies to national parks in the UK - A PLACE THAT PROTECTS WILDLIFE? Base: Those aware of National Parks Base: Those aware of National Parks 1618 100.0% Strongly agree 1071 66.2% Tend to agree 459 28.3% Neither agree nor disagree 53 3.3% Tend to disagree 23 1.4% Disagree strongly 12.7% Q3. To what extent do you agree or disagree that each of the following descriptions applies to national parks in the UK - A PLACE THAT ENCOURAGES PUBLIC RECREATION? Base: Those aware of National Parks Base: Those aware of National Parks 1618 100.0% Strongly agree 753 46.6% Tend to agree 627 38.8% Neither agree nor disagree 171 10.6% Tend to disagree 58 3.6% Disagree strongly 8.5% Q3. To what extent do you agree or disagree that each of the following descriptions applies to national parks in the UK - THE SAME AS THE NATIONAL TRUST? Base: Those aware of National Parks Base: Those aware of National Parks 1618 100.0% Strongly agree 400 24.7% Tend to agree 462 28.6% Neither agree nor disagree 365 22.6% Tend to disagree 246 15.2% Disagree strongly 145 9.0% 31

Q3. To what extent do you agree or disagree that each of the following descriptions applies to national parks in the UK - A PLACE THAT PROTECTS LANDSCAPES? Base: Those aware of National Parks Base: Those aware of National Parks 1618 100.0% Strongly agree 877 54.2% Tend to agree 594 36.7% Neither agree nor disagree 96 6.0% Tend to disagree 32 2.0% Disagree strongly 18 1.1% Q3. To what extent do you agree or disagree that each of the following descriptions applies to national parks in the UK - A PLACE FREE FROM HUMAN HABITATION? Base: Those aware of National Parks Base: Those aware of National Parks 1618 100.0% Strongly agree 439 27.1% Tend to agree 488 30.1% Neither agree nor disagree 290 17.9% Tend to disagree 284 17.5% Disagree strongly 118 7.3% Q3. To what extent do you agree or disagree that each of the following descriptions applies to national parks in the UK - A PLACE THAT CONSERVES CULTURAL HERITAGE? Base: Those aware of National Parks Base: Those aware of National Parks 1618 100.0% Strongly agree 767 47.4% Tend to agree 619 38.2% Neither agree nor disagree 166 10.3% Tend to disagree 55 3.4% Disagree strongly 10.6% 32

Q3. To what extent do you agree or disagree that each of the following descriptions applies to national parks in the UK - A PEACEFUL PLACE? Base: Those aware of National Parks Base: Those aware of National Parks 1618 100.0% Strongly agree 901 55.7% Tend to agree 590 36.5% Neither agree nor disagree 82 5.1% Tend to disagree 31 1.9% Disagree strongly 14.9% Q3. To what extent do you agree or disagree that each of the following descriptions applies to national parks in the UK - A PLACE THAT IMPROVES PUBLIC UNDERSTANDING? Base: Those aware of National Parks Base: Those aware of National Parks 1618 100.0% Strongly agree 553 34.2% Tend to agree 689 42.6% Neither agree nor disagree 276 17.1% Tend to disagree 81 5.0% Disagree strongly 19 1.2% Q4a. How important or unimportant are national parks to you? Base: All respondents Base: All respondents 1801 100.0% Very important 1056 58.6% Fairly important 554 30.8% Not very important 137 7.6% Not at all important 38 2.1% Don't know 17.9% 33

Q4b. Why do you say that? Base: All respondents Base: All respondents 1801 100.0% The protection of the countryside against urban development is important/ a good thing 264 14.7% Important to have somewhere to go and relax in an open/ natural environment 166 9.2% The countryside needs to be conserved for our children/ grandchildren/ future generations 149 8.3% Important for the protection/ conservation of animals and wildlife/ nature 111 6.2% A good place for family outings/ holidays/ to visit with children 93 5.1% Enjoy the outdoor life and do a lot of walking/ activities outdoors 80 4.4% I live in/ near to a National Park - appreciate/ enjoy them 66 3.6% I/ the family have enjoyed visiting the National Parks 64 3.6% Because they're a part of our/ the nation's/ Britain's heritage 53 3.0% I don't use them/ hardly ever go there 53 2.9% Visits/ uses the parks regularly 53 2.9% Somewhere everyone can go for walks and enjoy the view 51 2.8% Not so important for me personally but appreciate their importance in general 42 2.4% No particular reason/ not really thought about it 40 2.2% A place to take the children to show and teach them about nature 37 2.1% Not something that I'm interested in/ doesn't appeal to me 37 2.0% No National Parks nearby/ near enough 35 2.0% Involved through job/ career/ school 27 1.5% They're beautiful - places of outstanding natural beauty 27 1.5% Not enough time/ too busy 26 1.5% For the wildlife and landscapes 26 1.5% For leisure and pleasure/ recreation 23 1.2% Just nice to have places to go 20 1.1% Because I just do - I think the National Parks are important 20 1.1% Live in/ near the countryside anyway 19 1.0% Because I/ the family enjoy the countryside 17 1.0% For everybody to use and enjoy 16.9% For the reasons (statutory purposes) just stated 14.8% Not aware of them/ don't know about them 13.7% Because it's good for town/ city dwellers to have access to the countryside 12.7% Don't go - limited by old age/ disability 8.4% Because I'm a member of the National Trust/ RSPB/ other conservation organisation 8.4% Must be a balance between National Parks and need for housing 8.4% There are only two National Parks in Scotland - should be more 7.4% I feel there are more important things than National Parks and wildlife 7.4% Important part of education - good to learn about the outdoors/ natural environment 6.4% As a farmer, has a greater understanding of the purpose of National Parks 6.3% 34

Q4b. Why do you say that? (cont d) Base: All respondents Base: All respondents 1801 100.0% Somewhere everyone can go for free for walks and enjoy the view 5.3% For peace and quiet/ to get away from everyday life 5.3% Because of all the things it offers - landscapes, countryside and wildlife 4.2% They are a tourist attraction/ bring people to the area 4.2% I don't get the chance to get into that area as much as I'd like 4.2% Increase well-being, enjoyable 4.2% It's the opportunity to use them 3.2% Scouting/ Duke of Edinburgh Award etc. 3.2% Ideal for people with special needs to enjoy nature 3.2% Keen winter sports enthusiast, use the Cairngorms 3.2% In this day and age parks are not used/ appreciated 3.2% Britain's a beautiful country and we should try and keep like that 3.1% Because of the work they do/ doing a good job 3.1% It's something that I wouldn't want to see disappear 2.1% They are helpful in letting the public know what's going on 2.1% Too young 2.1% It's important that we maintain them and raise more awareness 2.1% Long term they are very important 2.1% The outdoors are important spiritually, emotionally and physically 2.1% Not just the National Parks - the more countryside that is protected the better 2.1% Supportive of National Parks but too much public access 2.1% We visit the countryside but not National Parks 2.1% Would visit if I could but no transport 2.1% Seen firsthand what they offer to community - good for peoples' well-being 1.1% I like old buildings and other things like this that relate to our heritage 1.1% National Parks are all well kept and people appreciate them more 1.1% Because it s important to maintain a place for people to meet 1.1% Think there should be awareness of the need to preserve those areas 1.1% I think our countryside is precious - our old buildings should be kept in their original state 1.1% Taking the time out to enjoy nature is good for physical and emotional health 1.1% I live in a nice part of Scotland and I'd like to keep it that way 1.1% It's important to use them 1.1% I think they should be there - there are too many land owners who don't allow people on their land Where I live there are animals running out in front of cars - this should be dealt with 1.0% 1.0% I'm a twitcher and the natural habitat is always better 1.0% It's rare if you can get it, unpopulated - with better weather it would be wonderful 1.0% Moneywise 1.0% 35