Namibia Tourist Exit Survey 2012-2013
MCA/COM/RFP/5A01008
Final Survey Design Report
9 June 2012
commissioned by the Millennium Challenge Account Namibia with funding from the Millennium Challenge Corporation
Final
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ACRONYMS AAG Annual Average Growth (Rate) HAN Hospitality Association of Namibia HKIA Hosea Kutako International Airport MCA-N MCA Namibia MET Ministry of Environment and Tourism MHAI Ministry of Home Affairs and Immigration NAC Namibia Airports Company NTB Namibia Tourist Board TSA Tourism Satellite Account UNWTO United Nations World Tourism Organization VFR Visiting Friends and Family WTTC World Travel and Tourism Council
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TABLE OF CONTENTS SURVEY DESIGN SUMMARY 4 1. INTRODUCTION 6 1.1 Overview 6 1.2 Scope of the Survey 6 1.3 Visitor Survey – 2002 7 1.4 Tourism in Namibia 8 2. QUESTIONNAIRE DESIGN 15 2.1 The Questionnaire 15 2.2 Key Questions Explained 15 3. SAMPLING METHODOLOGY 18 3.1 Methodology 18 3.2 Screening Questions 19 3.3 Sampling Periods 19 3.4 Sample Size 22 3.5 Special Cases 22 4. PILOT SURVEY 24 4.1 Overview of the Pilot Survey 24 4.2 Training of Enumerators, Supervisors and Field Managers 25 4.3 Pilot Survey Preparation 26 4.4 Pilot Survey Implementation 26 4.5 Pilot Survey Outcomes and Lessons Learned 29 4.6 Pilot Survey Conclusions 31 APPENDIXES APPENDIX A: SURVEY WORK PLAN 32 APPENDIX B: FINAL REPORT STRUCTURE 35 APPENDIX C: FINAL VERSION OF THE QUESTIONNAIRE 37 APPENDIX D: FLASH CARDS 49 APPENDIX E: BACKGROUND RESEARCH 57 APPENDIX F: LIST OF DATA COLLECTION TEAM MEMBERS 62 APPENDIX G: CLEARANCE LETTERS FOR INTERVIEWERS 63 APPENDIX H: BANNERS AND T-SHIRT DESIGNS 67 APPENDIX I: MONITORING FORMS (RESPONDENT SCREENING AND REFUSALS) 68 APPENDIX J: INTERVIEWER TRAINING PROGRAMME AND ASSESSMENT 70
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SURVEY DESIGN SUMMARY 1. The Tourist Survey will collect trips and visitor characteristics from tourists visiting
Namibia during 2012-2013. A tourist is defined according to the United Nations World
Tourism Organization (UNWTO) definition, which includes non-residents of Namibia
travelling to the country for at least one night, for any purpose, including leisure, visiting
friends/relatives, business, and transit.
2. The total sample size of the survey is 6,500 completed interviewer-administered
interviews. These will be undertaken during the survey period at seven border posts as
shown below.
Border Post Total
Hosea Kutako International Airport (International) 3,000
Walvis Bay Airport (International) 500
Buitepos (Botswana) 500
Wanela (Zambia) 500
Oshikango (Angola) 500
Ariamsvlei (South Africa) 500
Noordoewer (South Africa) 1,000
Total 6,500
3. The interviews will be undertaken over three periods during 2012 and early in 2013
as shown below.
Fieldwork Start Finish
Training and Pilot Survey 07/05/12 16/05/12
Fieldwork 1 (2,300 interviews) 04/06/12 22/06/12
Fieldwork 2 (2,075 interviews) 24/09/12 12/10/12
Fieldwork 3 (2,125 interviews) 17/12/12 07/01/13
4. The sample size of for the first stage of the survey (Fieldwork 1) is 2,075 interviews. The number of completed interviews per border post is shown below.
Border Post Completed Interviews
HK International Airport 900
Walvis Bay Airport 250
Buitepos 200
Wanela 200
Oshikango 200
Ariamsvlei 250
Noordoewer 250
Total 2,300
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5. The reporting schedule for the survey is shown below.
Report Draft Report Date
MCA-N Comments
Final Report Date
Draft Survey Design Report 30/03/12 13/04/12 20/04/12
Pilot Survey Implementation Report 18/05/12 23/05/12 -
Final Survey Design Report 25/05/12 28/05/12 01/06/12
Field Survey Report 1 06/07/12 13/07/12 20/07/12
Field Survey Report 2 26/10/12 02/11/12 09/11/12
Field Survey Report 3 18/01/13 25/01/13 01/02/13
Final Field Survey Report 25/01/13 01/02/13 08/02/13
Draft and Final Survey Reports 22/02/13 08/03/13 22/03/13
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1. INTRODUCTION 1.1 Overview This is the third report of the Namibia Tourist Exit Survey 2012-13. It updates the Draft
Survey Design Report, and provides information about the planning phase of the survey and
the results of the Pilot Survey.
In addition it includes a work plan for the entire project (see Appendix A), which covers a
period of up to 16 months, and the Final Report Structure (see Appendix B).
1.2 Scope of the Survey The Tourist Exist Survey will adhere closely to the concepts, classification and definitions of
tourism set out by the United Nations World Tourism Organization (UNWTO) to ensure that
it not only complies with internationally accepted norms, but also produces findings that are
comparable with other countries.
The key definition for this survey is the classification of a tourist, as it is the activities of a
tourist that the survey is measuring. All the activities of a tourist take place on a tourism
trip.
A tourism trip is one that takes a traveller to a main destination outside his/her usual
environment, for less than a year, for any main purpose (business, leisure or other
personal) other than to be employed by a resident entity in the place visited. A traveller
who takes a tourism trip is called a visitor.
This definition requires additional clarifications. These are:
Usual environment: this has both a time and a spatial dimension, but is broadly
considered to be all those places that a visitor travels to “regularly” or are near to
their place of residence. The UNWTO allows each country to define its own “usual
environment” for visitors, which in part depends on the mobility of travellers.
However, the most common one used internationally is “a place in which the visitor
travels to at least once a week”. Consequently, any person who crosses a border
post once a week or more is said to be moving within their usual environment, is
therefore not a visitor, and is excluded from the survey.
Resident Entity: visitors who are employed by Namibian companies (resident
entities) are excluded from tourism statistics, as they do not impact the local
economy as other types of visitors. These visitors are therefore also excluded from
the survey.
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Tourists and Visitors: the survey is a tourist survey, which implies it measures
tourists. The definition of a tourism trip states that a traveller who takes a tourism
trip is called a visitor. A tourist is defined as a visitor who spends at least one night
in a country. Consequently day visitors are excluded from the survey.
Country of Residence: this survey is measuring international inbound tourism to
Namibia, and therefore it must only include persons to live outside of Namibia,
irrespective of their nationality. A Namibian national living in South Africa, for
example, is an international inbound tourist to Namibia. When measuring tourism,
it is the country of residence, not nationality that matters. So all persons who reside
in Namibia are excluded from the survey.
In summary, to comply with the definitions described above, all persons interviewed for the
Tourist Survey will be asked four key questions:
Are you currently living in Namibia?
Did you visit Namibia just for today?
Do you usually visit Namibia once a week or more often?
Were you employed by a Namibian company or individual during your stay?
If the respondent answers yes to any one of these questions, they are classified as a non-
tourist, and the interview will be terminated.
1.3 Visitor Survey - 2002
1.3.1 General
The most recent survey of departing tourists in Namibia was undertaken in 2002. The Visitor
Exit Survey undertaken in that year was a survey of tourists (despite the title). Despite some
differences between the 2002 and 2012-2013 questionnaires and methodologies, broad
comparisons of the findings will be possible. It is common for tourist survey questionnaire
and methodologies to change over time in many countries, and these sample surveys are
remarkably robust to change.
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1.3.2 Technical Details
The sample size of the 2002 survey was 3,874 (of which 2,447 were face-to-face interviews
and 1,427 were self-completed questionnaires). Departing tourists were surveyed at the
following border posts:
Hosea Kutako International Airport
Walvis Bay International Airport
Buitepos (Botswana – Trans-Kalahari Highway)
Ariamsvlei (South Africa)
Noordoewer (South Africa)
Ngoma (Botswana – Caprivi Strip)
It was noted that any future tourist surveys should include at least one border crossing with
Angola, and to eliminate (as far as possible) self-completed questionnaires due to the low
response rate of expenditure questions. Both these recommendations have been complied
with in the 2012-13 survey.
1.3.3 Key Findings
The key findings from the 2002 survey were as follows:
The majority of travellers were aged 30-49 years.
Three quarters of all tourists travelled to Namibia only (no other countries).
Two thirds of all tourists stayed at least one night in a hotel or lodge.
Almost all tourists visited Windhoek and half visited the coast.
One-third of all tourists visited Etosha.
Over one-half (57%) of all tourists had organised the trip themselves.
Average spend per day in Namibia was N$600.
Over 88% of all tourists had made some type of pre-trip expenditure.
Tourist satisfaction with their visit was very high.
Availability/quality of public transport received the highest level of criticism.
1.4 Tourism in Namibia
1.4.2 Overview
According to the most recent statistics available in the Tourist Statistical Report 2010,
produced by the Ministry of Environment and Tourism, there were 984,100 international
tourist arrivals in Namibia in 2010.
9
0
50,000
100,000
150,000
200,000
250,000
300,000
KutakoInt.Airport OtherAirports NorthernBorders NEBorders SouthernBorders Trans-Kalahari
TouristArrivalsbyBorder
1.4.2 Arriving in Namibia
The busiest border posts for inbound tourists in 2010 were the Northern Borders with
Angola (principally Ruacana, Omahenene and Oshikango).
Arrival Point Tourists %
Hosea Kutako International Airport 252,844 25.7
Other Airports 38,986 4.0
Northern Borders 280,834 28.5
NE Borders 157,852 16.0
Southern Borders 168,387 17.1
Trans-Kalahari 85,197 8.7
Total 984,100 100.0
Source: Tourist Statistical Report 2010, MET
The grouping of the border posts in the Tourist Statistical Report 2010 is as shown below.
Grouping Main Borders Country
Northern Ruacana Angola
Omahenene Angola
Oshikango Angola
North Eastern Mohembo Botswana
Ngoma Botswana
Kazangula Ferry Botswana
Wanela Zambia
Southern Mata Mata South Africa
Rietfontein South Africa
Hohlweg South Africa
Ariamsvlei South Africa
Velloorsdrift South Africa
Noordoewer South Africa
Sendlingsdrift South Africa
Oranjemund South Africa
Trans-Kalahari Buitepos Botswana
Source: Tourist Statistical Report 2010, MET
10
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Holiday VFR Business Other
TouristArrivalsbyPurposeofVisit
Overall, almost one-in-three (29.7%) of all tourists arrive by air, with the remaining 70.3%
arriving by road. However there are significant differences between different nationalities.
Nearly 83% of all African nationals arrive in Namibia by road, compared to 17% by air. By
contrast, only 36% of all Europeans arrive in Namibia by road, compared to almost 64% by
air. Almost 58% of North Americans arrive by air, and over 63% of Other nationalities also
arrive by air.
1.4.3 Purpose of Visit
Visiting Namibia for a holiday is the most popular purpose if visit with over 42% of all tourist
arrivals in 2010. However, visiting friends and relatives (VFR) is also highly significant.
Purpose of Visit Tourists %
Holiday 416,991 42.4
VFR 391,928 39.8
Business 141,309 14.4
Other 33,864 3.4
Total 984,092 100.0
Source: Tourist Statistical Report 2010, MET
Source: Tourist Statistical Report 2010, MET
However, there are considerable differences between nationalities. Amongst Africans, 50%
travel to Namibia to visit friends and relatives, with only 29% travelling for holiday.
However, over 81% of Europeans travel to Namibia for holiday, with only 12% travelling to
visit friends and relatives.
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0
20,000
40,000
60,000
80,000
100,000
120,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
TouristArrivalsbyMonth
Nationality
Holiday (%)
VFR (%)
Business (%)
Other (%)
Total (%)
Africa 28.6 50.3 17.3 3.8 100.0
Europe 81.2 12.2 4.9 1.7 100.0
North America 75.7 13.7 8.4 2.2 100.0
Other 63.2 9.2 19.1 8.6 100.0
Total 42.4 39.8 14.4 3.4 100.0
Source: Tourist Statistical Report 2010, MET
1.4.4 Seasonality Compared to many other destinations, Namibia’s tourism is not significantly seasonal,
although the peak months are August, September, October and December. However, the
last six months of the year still only account for 55% of all tourist arrivals during the year.
Month Africa Europe America Other Total
January 51,576 16,055 1,148 2,103 70,882
February 44,643 13,034 1,470 1,421 60,568
March 56,190 17,146 2,341 2,193 77,870
April 58,892 14,358 1,810 1,567 76,627
May 50,888 15,827 2,112 3,097 71,924
June 70,206 8,758 2,562 1,941 83,467
July 60,475 20,234 2,563 2,696 85,968
August 60,620 25,589 2,297 3,334 91,840
September 59,431 29,108 2,309 3,556 94,404
October 63,550 24,072 2,242 2,054 91,918
November 57,291 19,515 1,123 1,948 79,877
December 80,527 15,375 816 2,039 98,757
Total 714,289 219,071 22,793 27,949 984,102
Source: Tourist Statistical Report 2010, MET
Source: Tourist Statistical Report 2010, MET
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Splitting the arrivals by Nationality and showing the two key source groups, Africa and
Europe, shows that there are different seasonality patterns between them. The most
popular month for travel amongst African nationals is December, whilst for Europeans it is
September.
Source: Tourist Statistical Report 2010, MET
Note that June 2010 corresponded to the FIFA World Cup in South Africa. Compared to
other years, this had the effect of creating an increase in arrivals from Africans and a
decrease in arrivals from Europeans. These spikes and dips are not typical.
1.4.5 Key Markets The top 10 tourist generating markets (based on Nationality) in 2010 are shown below.
Exactly two thirds of all tourist arrivals were Angolan and South African nationals in 2010.
Rank
Nationality
Tourists (2010)
Share (%)
1 Angola 296,825 34.5
2 South Africa 277,655 32.2
3 Germany 87,072 10.1
4 Zambia 54,229 6.3
5 Zimbabwe 37,667 4.4
6 Botswana 31,503 3.7
7 UK 25,717 3.0
8 USA 17,826 2.1
9 France 17,039 2.0
10 Netherlands 16,078 1.9
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0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Angola SouthAfricaGermany Zambia Zimbabwe Botswana UK USA France Netherlands
Top10TouristGenera ngCountries:2010 The most significant non-African market was Germany, with just over 87,000 arrivals, well
ahead of the UK with almost 26,000 arrivals. The USA was the third most significant non-
African market with almost 18,000 arrivals.
1.4.6 Tourist Arrival Trends Overall, tourist arrivals to Namibia over the period 2005 to 2010 have shown strong and
consistent growth. The average annual growth rate of tourist arrivals over this period has
been 4.8%, with each year showing growth over the previous one. Even 2009, the year in
which most destinations recorded a decline in arrivals, was a good year for inbound tourism
to Namibia.
Nationality
2005
2006
2007
2008
2009
2010
AAG (%)
Africa 601,737 628,588 690,148 676,444 723,762 714,287 3.5
Europe 146,361 166,972 194,605 204,115 206,496 219,070 8.4
N. America 11,979 16,325 19,342 26,346 24,940 22,793 13.7
Other 17,811 21,459 24,819 24,205 24,980 27,948 9.4
Total 777,888 833,344 928,914 931,110 980,178 984,098 4.8
Source: Tourist Statistical Report 2010, MET
North America has shown the strongest growth over the period since 2005, with an average
annual growth (AAG) rate of 13.7%. However arrivals from this region are still very small
compared to Africa and Europe, although the doubling of tourist arrivals over the period
2005-2010 is significant.
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0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
2005 2006 2007 2008 2009 2010
TouristArrivalsfromAfricaandEurope:2005-2010
Africa Europe
Source: Tourist Statistical Report 2010, MET
Whilst all the main nationality groups show overall growth over the period since 2010, it is
worth noting that arrivals from Africa dipped slightly in 2008 and in 2010.
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2. QUESTIONNAIRE DESIGN 2.1 The Questionnaire
The English version of the survey questionnaire is shown in Appendix C, and the Flash Cards
used to assist the interviews are shown in Appendix D. The questionnaire was based on the
Consultant’s experience developing tourist visitor surveys in other countries, the 2002
Visitor Survey, and background research (including stakeholder interviews) – see Appendix E
In addition there are versions of the questionnaire and flash cards in the following
languages:
Africaans
French
German
Oshiwambo
Otjiherero
Portuguese
Setswana
siLozi
These have been provided to MCA-N as separate documents. Note that due to the low
volume of respondents that are expected to speak only Italian, Chinese and Russian, these
languages were not incorporated in the translations. Refusals due to language issues will be
tracked during the interview process.
The translations of the questionnaires and flash cards were undertaken by the appropriate
Field Managers, Supervisors, and Enumerators who were fluent in each language. This
approach works better than having the questionnaires translated by persons who are not
familiar with the questionnaire as often the intricacies of each particular question can be
lost.
2.2 Key Questions Explained
The following notes refer to key questions in the survey. They provide the background to
why the questions are being asked and what the information will be used for.
Questions 16-18
Without these questions it will not be possible to draw any conclusions about age and gender
from the survey, as the head of household or dominant person in a group is likely to respond
to the questions regardless of which person in a group is selected.
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Questions 19 and 20
Q20 is essential; it is often useful to also find out what part of a trip the visitor’s travel to
Namibia consisted of. For example, does it constitute the main part of a trip, or just part of a
larger trip that includes other countries?
Question 21
It is useful to know who the repeat visitors are as they behave differently from first time
tourists. Also, with first time visitors it is of greater interest to look into why they chose the
country (in particular for leisure tourists).
Questions 22 and 23
Country of residence and purpose of visit are two of the key fields to get the tourist profile.
Question 24
It is essential to know what airline was used to enter the country (if at all) so that
expenditure on Air Namibia can be separated from expenditure on all other airlines.
Questions 25 to 29 are only to be asked to those visiting for Holiday/Leisure/Recreation.
The reason is that these are questions about the decision making process to travel to
Namibia, other countries visited, and how the trip was arranged. They are of little relevance
to non-leisure tourists.
Question 25
It is useful to know if Namibia is visited as part of a wider tourist circuit.
Question 26
Understanding which destinations tourists are considering as alternatives to Namibia could
be useful for marketing.
Question 27
The aim of this question is to find out the key attributes of the country that were important in
the selection process.
Question 28
This question aims to find out where leisure tourists found information when planning their
trip. It is very useful for marketing.
Question 29
It is useful to know what percentage of holiday tourists are booking independently, rather
than relying on travel agents and tour operators.
Questions 30 and 31 are only to be asked when interviewing at the airport. They are asked
to all eligible respondents at airports.
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Question 30
We need to know who is travelling on Air Namibia as their international transport
expenditure is of relevance to the Namibian economy, and therefore we need to measure it
(as per Question 24).
Question 31
It is useful to know flight routings taken by tourists as these can be used for marketing
purposes. For example, are European tourists arriving direct, via Johannesburg, via Nairobi,
etc?
Questions 32 to 35
These questions are all about the trip itself: where tourists are staying, where they have
been, what they did, and how they travelled (mode of transport). They provide a rich picture
of the tourists’ time in Namibia.
Questions 36 to 37
In this question we are establishing the number of people that the responses to the
expenditure questions will correspond to. This is critical for calculating spend per person.
Question 38
This question captures pre-trip expenditure on a package (which is two or more items, such
as a flight and accommodation that are purchased for a single price). Because the tourist
will not know the cost of the individual items, information needs to be collected to
disaggregate the package into its constituent parts in the analysis phase.
Questions 39 to 47
These questions capture expenditure by tourists by the categories identified by the UNWTO
for tourism expenditure. For those categories where expenditure can be made pre-trip as
well as on trip (such as accommodation) both types of expenditure are captured.
Questions 48 to 54
All these questions relate to opinions about the trip, including open questions about trip
experiences.
Question 55
This is required because the tourist arrivals data that MET compiles is by Nationality (not
country of residence), so we will weigh the data by nationality.
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FAIL
PASS
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COMPLETE
Selectnextpersontopassthe"line"
AskScreeningQues ons ThankandEnd
Interview
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CommenceInterviews
EndShi
3. SAMPLING METHODOLOGY
3.1 Methodology
The Visitor Survey is to be executed via interviewer administered interviews with tourists
passing through airports and land border posts when leaving Namibia.
The methodology involves sampling an airport or land border on a given day and within a
given period of the day (this is referred to as a ‘shift’); and within the shift certain travellers
passing an interview line are systematically chosen for interview at fixed intervals from a
random start.
This is called the ‘sampling rate’ - it is the sample interval applied to all travellers crossing
the interviewing line. Each of the travellers contacted through application of the sampling
rate is screened to assess whether or not he or she is a tourist. If they pass the screening
test, then the interview commences, if not, then they are thanked and may proceed. The
interviewer then selects the next traveller to cross the interview line and the process starts
again as shown in the flowchart below.
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At the outset of the interviewing process, the precise flow of tourists across the interviewing
line is not known. Consequently it will not be possible to pre-determine the sample interval.
The Supervisors at each border post will need to monitor flows and set/adjust the sample
interview accordingly. After the first day or two at any border post, it will be possible to
estimate for the sample interval. However, adjustments may still need to be made
depending on the “hit rate” of tourists during each interview shift.
3.2 Screening Questions
There are four screening questions that determine whether a traveller is a tourist or not.
These are shown below.
Are you currently living in Namibia? [If yes, terminate interview] Did you visit Namibia just for today? [If yes, terminate interview] Do you usually visit Namibia once a week or more often? [If yes, terminate interview] Were you employed by a Namibian company or individual during your stay? [If yes, terminate interview]
If any of the four questions is answered as “Yes” then the interview is terminated. All four
Questions must be answered “No” for the traveller to be classified as a tourist, and
therefore eligible for interview.
3.3 Sampling Periods
Although it varies from one country to another, demand for tourism is seasonal. The volume
of visitors to a country changes from month to month, and is usually based on the holiday
periods of the key markets, and the weather patterns in the destination.
Inbound tourism to Namibia is not heavily seasonal, although there are clear periods when
the African and the European/North American markets prefer to visit the country as shown
in the two charts below.
The dark green bars show the months when interviewing will take place. The charts show
tourist arrivals in Namibia, however interviewing takes place on departure, which on
average is around seven days after arrival. The interviewing in June commences near the
beginning of the month, and therefore a number of May arrivals will also be included (hence
the light shading of the May bar in the charts).
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0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
January February March April May June July August September October November December
TouristArrivalbyMonthfromAfrica:2010
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
January February March April May June July August September October November December
ToursitArrivalsbyMonthfromEuropeandNorthAmerica:2010
Source: Tourist Statistical Report 2010, MET
Source: Tourist Statistical Report 2010, MET
The key pointers regarding seasonality in Namibia and the selection of the interview periods
are as follows:
Business tourism is assumed to be relatively unseasonal (flat) for both Africa and
Europe/America arrivals (since business tourism to most countries doesn’t have a
seasonality pattern). Consequently, seasonality trends are probably driven by the
Holiday/VFR markets.
93% of all tourist arrivals from Europe/America are for Holiday/VFR (2010).
79% of all tourist arrivals from Africa are for Holiday/VFR (2010).
December is the peak month for arrivals from Africa and a low month for
Europe/America.
September is the peak month for arrivals from Europe/America and a low month for
Africa.
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May and June can be considered as shoulder months (the term used to describe
neither a high nor low season) for Africa, Europe and the Americas. Note that the
drip in Europe/America arrivals in June 2010 was due to the FIFA World Cup in South
Africa. Equally this event created greater than usual demand from the African
countries. Typically the arrivals for both these source market groups in June would
be somewhere between the May and July values.
These figures represent tourist arrivals to Namibia in each month. The exit survey
will interview tourists on departure, which on average is around seven days after
their arrival. For all survey periods except June (where May arrivals will be
significant), departing tourists that are intercepted will mainly have arrived in the
first of the two months in which interviewing takes place (as interviewing is
scheduled towards the end of one month and the beginning of the next).
Based on this analysis, it has been decided that a broad spread of tourists from all the key
source markets would be sampled if interviewing was held in May or June,
September/October, and December/January. The dates for three survey periods will
therefore be as shown below:
Survey Period 1: 4th June 2012 to 22nd June 2012
Survey Period 2: 24th September 2012 to 12th October 2012
Survey Period 3: 17th December 2012 to 7th January 2013
Each of these survey periods is around three weeks in duration. It should be noted that
unless tourism is continually monitored (i.e. through an interview programme that selects a
sample every week of the year), the selection of which periods to interview will always be
open to considerable debate. However, considerable experience in undertaking exit surveys
(particularly in Botswana when the timing of interviews has changed a number of times over
the last decade) shows that the timing is not highly sensitive.
Sample surveys are remarkably robust, and as long as the selection of interview periods is
sufficient to achieve the samples that are large enough to measure each of the groups for
which analysis is required (for example German visitors for leisure) then the precise period
of interviewing is not critical. The Namibia survey has a large sample (6,500) and is spread
across three very diverse periods that will provide remarkably robust findings.
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3.4 Sample Size
Based on the inbound international tourism statistics for 2010, the sample size and timing of
interviews has been established to generate three periods of data collection that minimises
sample bias as far as is possible. These samples are shown in the table below.
Border Post Jun Sep/Oct Dec/Jan Total
HK International Airport 900 1,200 900 3,000
Walvis Bay Airport 250 0 250 500
Buitepos 200 150 150 500
Wanela 200 150 150 500
Oshikango 200 200 100 500
Ariamsvlei 250 0 250 500
Noordoewer 250 375 375 1,000
Total 2,300 2,075 2,125 6,500
3.5 Special Cases
3.5.1 General
In theory the sampling methodology is simple, however in practice certain complications
arise. These are discussed below.
3.5.2 Groups
Sometimes the nth person selected will be part of a group, and often it will not be possible to
interview that exact person, as it is usual that the head of a household, or the more
dominant person in a couple or larger group tends to speak for the other people in the
group. This is why analysis of gender and age (as well as country of residence and purpose
of visit) is not undertaken when analysing a visitor survey whereby there is data from the
universe that provides these data. The arrivals statistics from Immigration provide this
information, and it is used to weigh the visitor survey.
If this information is captured then it is better to capture demographic data about everyone
in the group. When someone in a group is selected for interview it is perfectly acceptable
for the head (or anyone else) of the group to respond to the questions. However the
number of people in the group should be noted if they are answering questions on behalf of
the whole group.
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3.5.3 Organised Group Tours
At land borders, (and sometimes at airports) if an organised group of tourists is departing
the country, they will be highly homogeneous (similar spending patterns, experiences, and
possibly have the same country of residence). In these instances, only one person in the
group should be selected for interview.
Whilst the sample of interviews will be weighed at the analysis stage, and therefore
oversampling of a particular group will be addressed, it is preferable that interviews are not
“wasted” on tourists travelling in the same group who have similar profiles.
24
4. PILOT SURVEY
4.1 Overview of the Pilot Survey The primary rational behind the Pilot Survey was to ensure that enumerators and
supervisors have gained relevant skills and knowledge to administer the questionnaire in all
the languages that they are expected to cover (enumerators at different border posts have
different language capabilities to correspond with the types of tourist expected to pass
through them), to assess the structure of the questionnaire, to assess whether the questions
are measuring what the survey intends to measure, whether the questions are understood
in the same manner by all enumerators, and whether the questions make sense. In
summary, the main aim of the Pilot Survey was to assess validity of questions and reliability
of data collection processes and procedures. An equally important purpose of the Pilot
Survey was to gain insights into issues regarding sampling, screening of interviewees and
selection intervals.
The Pilot Survey was conducted at Hosea Kutako International Airport (HKIA), Walvis Bay
International Airport and Buitepos Border Post. These border posts were selected as they
enabled experience to be gained at both air and land borders (the data collection instrument
has additional questions for those tourists passing through the airports), and they were also
expected to provide a relatively high throughput of tourists. For the Pilot Survey, it was
essential to provide all the enumerators with interviewing experience in a short period of
time, and obtain a higher number of responses than would usually be required over the
interviewing period.
The success of a Pilot Survey can be measured as follows:
Organisation of the survey, including interview locations, selection of respondents,
and availability of valid respondents.
Ability of enumerators to complete the questionnaire in the expected time.
Reaction of respondents to the survey in terms of attitude, ability to understand the
questions, and provide reasonable answers.
The Pilot Survey was considered a success when measured against these criteria, and
resulted in useful outcomes and lessons learned; these are set out in detail in Section 5.
Some major revisions were made to the expenditure section of the survey to improve the
flow of the questions, and consequently a second Pilot Survey was conducted at the HKIA to
test this. This second pilot confirmed that the changes made to the expenditure section
resulted in a considerable improvement, ensuring that respondents did not get confused
about the different types of expenditure they undertake when travelling (pre-trip and on-
trip) which was happening during the first pilot. A third, and final one-day pilot survey was
undertaken to test the translations.
25
4.2 Training of Enumerators, Supervisors and Field Managers Training of Enumerators, Supervisors and Field Managers took place from 7 May until 14
May 2012. Training was facilitated by the Survey Team Leader, Mr. Kevin Millington, and the
Survey Coordinator, Mr. Randolph Mouton, supported by the pre-selected Field Managers,
Ms. Jeany Auala, Mr. Brandon Bock and Mr. Peter Mbango. Please note that the Field
Managers were trained on the content of the questionnaire, while they also facilitated some
training sessions such as ‘Interviewer Techniques’, ‘Administration of Questionnaires’, ‘Do’s
and Don’ts during Interviews’ and ‘Role plays’. The training programme schedule is shown in
Annex C.
The training exercise was attended by 33 trainees (these comprised the Field Managers,
Supervisors and Enumerators – see Appendix F). Trainees included people who were
conversant in English, German, French, Portuguese, Afrikaans, Setswana, Oshiwambo,
Otjiherero and siLozi, as these are the languages that will be required when intercepting and
undertaking the Tourist Survey with tourists who have visited Namibia.
Training was also attended by representatives of MCA-N, Namibia Tourism Board (NTB) and
Hospitality Association of Namibia (HAN) who gave background information on their
organisations, the tourism sector, the context in which the Tourist Exit Survey is conducted,
the objectives of the survey and the importance thereof.
Training included the following main themes:
Introduction to research (quantitative research and validity and reliability)
Introduction to main components of the questionnaire
Questionnaire familiarisation
Interview techniques
Role plays
Ethical protocol
Sampling and screening of interviewees
Preparation for pilot survey
Discussions on the outcomes of the pilot Survey
Continuous revisions to the questionnaire
Do’s and don’ts during fieldwork
Translations
Trainee assessment
26
4.3 Pilot Survey Preparation
The Consultants, with input from MCA-N, prepared a letter on behalf of the Ministry of
Environment and Tourism (MET), signed by the Permanent Secretary of MET, to inform the
Ministry of Home Affairs and Immigration (MHAI) and the Namibia Airports Company (NAC)
about the survey and to request their cooperation and collaboration (see Appendix G).
SIAPAC made follow-up telephone calls to the CEO of NAC as well as the Buitepos Border
Post. The two Airport Managers were also verbally informed about the Pilot Survey with
follow-up faxes on request.
Suitable transportation was provided to the pilot survey teams. NAC personnel at the
airports were extremely cooperative and provided passes to all pilot survey members on
arrival. MHAI personnel were also extremely cooperative at Buitepos Border Post and
supported the team where needed. The initial plan was to conduct 225 interviews as per
Table 4.1 below.
Table 4.1: Pilot Survey Plan
Border Post Number of Interviews per
Enumerator and Total per Site
Number of Trainees
Supervision
Morning flights – HKIA
5 = 50 10 Team Leader
Midday flights – HKIA
5 = 50 10 Field Manager
Evening flights - HKIA 5 = 45 9 Tourism Expert, Field Manager
Buitepos
10 = 40 4 Field Manager
Walvis Bay Airport 10 = 40 4 Survey Coordinator
4.4 Pilot Survey Implementation
The Pilot Survey took place on Thursday, 10 May 2012. The Pilot Survey was conducted at
HKIA, Walvis Bay International Airport and Buitepos Border Post. These sites were selected
because they provided opportunity to interview different types of tourists using airports and
land border posts, they allowed for most survey languages (English, German, Portuguese,
Afrikaans, Otjiherero and Setswana) to be tested, and it was thought that these sites would
have sufficient tourist traffic for 100 – 200 interviews to be conducted.
27
Thirty-five trainees (including the Team Leader and Survey Coordinator) participated in the
Pilot Survey. The pilot surveys were conducted in the following languages:
Afrikaans
English
French
German
Oshiwambo
Portuguese
Setswana
SiLozi
It should be noted that most tourists could speak English, with the exception of some
Portuguese and French speakers who were approached for interviews. The Pilot Survey was
unfortunately not conducted in siLozi as none of the tourists using these border posts spoke
siLozi.
Table 4.2: Actual Pilot Survey Team Composition and Questionnaires Completed
(planned interview numbers are in shown in brackets)
Border Post Number of Questionnaires
Completed
Number of Trainees
Supervision
Morning, mid-day and evening flights (three teams as time)– HKIA
75 (145) 25 Survey Coordinator and 2 Field Managers
Buitepos
9 (40) 4 Field Manager
Walvis Bay Airport 13 (40) 4 Team Leader
Total
97 (225) 33 5
The number of completed interviews for the Pilot Survey was lower than planned, mainly
due to time lost organising the teams on this first outing to the relevant border posts. Also,
there were more enumerators at each border post at any one time than there would usually
be (in order to give them all experience of interviewing) and consequently the throughput of
respondents was slower than anticipated, as enumerators tend to speed up their
interviewing as they become increasingly familiar with the survey.
During the Pilot Survey, the average administrative length of the questionnaire at HKIA was
15 minutes, with six minutes being the shortest and 31 minutes being the longest. Average
length at Walvis Bay International Airport was 12 minutes with 10 minutes being the
shortest and 15 minutes being the longest. The average length at the Buitepost Border Post
was thirteen minutes, with nine minutes being the shortest and 15 minutes being the
28
longest. However, it should be noted that the administrative length is determined by
several factors, including type of tourist, some tourists talking extensively about their trips
(not necessarily relevant to the survey questions); others need to get help with some
responses from those who travelled with them; refusals of some questions, some not
wanting to provide some information, et.
Also, some interviews could not be conducted because the translations had not been
undertaken at that point (they were planned for after the Pilot – this is usual as the Pilot
tends to lead to a number of changes being made to the survey). Both these issues are not
expected to reoccur when the survey commences, and consequently the planned interview
hit-rates should be achieved.
Only 15 out of 90 potential eligible tourists at HKIA refused to be interviewed, 10 out of 23
at Walvis Bay and 8 out of 17 at Buitepos Border Post. The positive response rate was
therefore 75% of potential eligible tourists, excluding those who were approached but were
not eligible for interviews. Reasons for refusals are shown in Table 4.3.
Table 4.3: Questionnaire Refusals
Reasons for Refusals Buitepos
Walvis
Bay HKIA
Total
Not interested 1 2 3 6
No time 7 3 0 10
Too busy 0 0 1 1
In a meeting (at the HKIA) 0 0 1 1
No reason 0 3 7 10
Questions seemed to many, not in the mood 0 0 1 1
Exhausted by travelling 0 0 2 2
Busy working at the moment 0 1 0 1
Busy eating 0 1 0 1
Total 8 10 15 33
The Pilot Survey provided ample opportunity for team members to gain useful experience in
the administration of the questionnaire, content of the questionnaire, and approach, even
though each enumerator only undertook three or four interviews. Familiarity of the
questionnaire (following role playing) is typically gained over this number of interviews.
29
4.5 Pilot Survey Outcomes and Lessons Learned
Table 4.4 below provides an overview of the outcomes of the Pilot Survey.
Table 4.4: Pilot Survey Outcomes and Lessons Learned
Section of Questionnaire
(See Appendix C)
Outcome Lesson Learned
Administrative section
(First page)
Worked well.
Some Enumerators forgot to indicate
finish time and total time of
interview.
No change needed, but revisited
importance of indicating time
duration of interview.
Introduction
(Bottom of first page –
boxed text)
Some Enumerators were nervous
and felt a bit uncomfortable at the
beginning. The body language
improved after the first few
interviews.
The importance of a proper
introduction was revisited during
post-Pilot training.
Ethical protocol
(Bottom of first page –
boxed text)
Was regarded as sufficient in length
with all key aspects of a research
ethical protocol for this type of
survey.
Many Enumerators forgot to tick
‘yes’ or ‘no’ after the question, “do
you agree to participate”.
No change needed.
Revisited importance of ticking the
‘yes’ or ‘no’.
Basic trip and tourist
characteristics section
(Q16-Q23)
Some Enumerators inaccurately
ticked the age category instead of
writing in the numbers. Some
Enumerators inaccurately noted
responses for those travelling alone
in q17a instead of q18, because
Enumerator instructions were not
followed.
The importance of Enumerator
instructions was revisited during
post-Pilot training. A different font
has been used for Enumerator
instructions so that it stands out
from the questions.
Questions for holiday
tourists only section
(Q24-Q28)
Very few Enumerators asked this
section as most respondents were
not holiday tourists. However, it was
found that some enumerators asked
these questions (by mistake) to non-
holiday tourists.
The importance of Enumerator
instructions was revisited during
post-Pilot training. A different font
has been used for Enumerator
instructions so that it stands out
from the questions.
Q26 was a bit problematic, because
some Enumerators were uncertain
about the meaning of some
responses.
Tourism concepts such as ‘sense of
space’ and ‘scenery’ need to be
understood in the same manner by
all Enumerators. This was covered in
post-Pilot training.
Airport Interviews only
section
(Q29-Q32)
Main challenge here was the
meaning of ‘final destination’ for q31
and q32.
Final destination needs to be defined
more clearly – change was made to
the survey.
Places, activities and
transportation section
(Q33-Q37)
Worked well. No change needed.
30
Section of Questionnaire
(See Appendix C)
Outcome Lesson Learned
Expenditure
(Q38-Q50)
Most Enumerators had difficulties
with section, specifically in relation
to the breakdown of costs.
Some Respondents were confused
by the questions. Some Respondent
refused to answer expenditure
questions because they felt it to be
personal.
Some business tourists who had
their trips planned and paid for by
their firms, were unaware of their
costs.
Some holiday tourists who were on
pre-paid package tours could not
break their costs down.
Some holiday tourists whose trips
were paid for by someone else were
unaware of their costs.
This section was reworked in order
to make administration easier and
not to confuse respondents.
In cases where tourists cannot break
down the costs, especially when on
package tours, they need to provide
their best estimates.
Enumerators need to ensure that
they keep track of the amounts
giving in order to ensure that it adds
up.
When tourists refuse to provide
expenditure data, Enumerators
should repeat the purpose of the
survey, the importance of the data,
and kindly request for such
information. At the same time, no
tourists should feel forced to provide
data that they do not feel
comfortable providing.
Other issues: Interviewees at HKIA were not
allowed to interview tourists in the
VIP lounge and restaurant.
Arrangements are being made with
managers of the VIP lounges and the
restaurant for access.
Insufficient public relations
strategies for the pre-test.
Banners will be posted at strategic
places in airport departure halls and
border posts (see Appendix H).
All Enumerators will wear project
specific design T-shirts with official
nametags (see Appendix H)
Strategies will be developed to
inform tourist about the survey
while travelling Namibia.
Random selection of tourists was not
done, due to the short time frame of
the pre-test, and lack of information
on the volume of expected tourists
on a particular date.
Random selection of tourists will be
done by the Supervisors in
consultation with the Field Managers
and the Survey Coordinator.
The length of the questionnaire was
not problematic. The questionnaire
was reduced in length following the
pilot, so interview time is expected
to reduce further.
No change needed.
Structure of the questionnaire
worked well, although the
expenditure section was confusing to
some respondents.
The expenditure section was
redesigned.
Some problems with the numbering
of questions (instructions to
enumerators regarding the flow of
questions) were experienced.
The questionnaire has been
renumbered.
31
Misunderstanding of some questions
by some of the enumerators.
The performance of Enumerators
during the Pilot Survey was taken
into consideration during
Enumerator selection.
4.6 Pilot Survey Conclusions
The Pilot Survey was regarded as a useful exercise, which resulted in lessons learned for
questionnaire finalisation, administration of the questionnaire, sampling and logistics. The
main outcomes of the Pilot Survey was that the expenditure component of the
questionnaire was confusing to respondents; some enumerators did not understand some
sections of the questionnaire and were asked not to participate in the survey; numbering of
the questions needed to be corrected; and more role plays were needed to get enumerators
ready for field work.
The day after the Pilot Survey, 11 May 2012, the Consultant’s team spent considerable time
reworking the questionnaire, especially the expenditure section. A representative from
MCA-N, Mr. Indongo, attended this session and made useful comments based on his
observations of the Pilot Survey. The discussion touched on important issues such as:
following enumerator instructions; mutual understanding of key concepts and
terminologies; proper introduction; proper manners in which to approach tourists; ensuring
that tourists understand the importance of the survey; random selection of interviewees;
proper ways in which to deal with refusals without forcing people to participate; and public
relations.
A second Pilot Survey (undertaken as HKIA to test the revised expenditure section)
highlighted a few minor errors in the questionnaire (mainly incorrect numbering of
questions and spelling mistakes) that were taken into consideration during the finalisation of
the penultimate version of the questionnaire. The pilot survey was deemed successful and
the collection of expenditure data was much more straightforward.
The final data collection team was selected based on the outcome of the Pilot Survey,
participation during training and a Trainee Assessment at the end of training. Please see
Appendix F for a list of the team members. The monitoring forms for the survey are shown
in Appendix I. The training schedule is shown in Appendix J.
32
APPENDIX A: SURVEY WORK PLAN A.1 KEY DATES The following two tables provide the key dates for reporting and fieldwork.
Note that the final version of the Pilot Survey Implementation Report will be incorporated
into the Final Survey Design Report (which is why there is no final report date for it). Also,
the final version of the Draft Survey Report will be the Final Survey Report.
Report Draft Report
Date MCA
Comments Final Report
Date
Draft Survey Design Report 30/03/12 13/04/12 20/04/12
Pilot Survey Implementation Report 18/05/12 23/05/12 -
Final Survey Design Report 25/05/12 28/05/12 01/06/12
Field Survey Report 1 06/07/12 13/07/12 20/07/12
Field Survey Report 2 26/10/12 02/11/12 09/11/12
Field Survey Report 3 18/01/13 25/01/13 01/02/13
Final Field Survey Report 25/01/13 01/02/13 08/02/13
Draft and Final Survey Reports 22/02/13 08/03/13 22/03/13
The fieldwork dates will take place as follows:
Fieldwork Start Finish
Training and Pilot 07/05/12 16/05/12
Fieldwork 1 04/06/12 22/06/12
Fieldwork 2 24/09/12 12/10/12
Fieldwork 3 17/12/12 07/01/13
A.2 WORK PLAN AND PERSONNEL INPUTS
The Work Plan of all the project activities over the duration of the survey is provided
overleaf. The inputs of the key personnel are shown in an additional table.
5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25
Survey Design
Inception Meeting (MET/DOT/MCA, etc.)
Literature collection and review
Develop survey documents
Sample design
Draft Survey Design Report
Recruitment of field research officers
Stakeholder consultation - online survey
Preparation training (including training manual and pilot test plan)
Supervisor and Enumerator Training
One-day Field Manager & Supervisor Training
Preparation pilot test
Pilot test
Pilot Survey Implementation Report
Draft Survey Design Report
Final Survey Design Report
Implementation
Preparation of fieldwork
Fieldwork No. 1
Data Entry and Validation
Fieldwork Report No. 1
Re-mobilisation (refresher training)
Fieldwork No. 2
Data Entry and Validation
Fieldwork Report No. 2
Re-mobilisation (refresher training)
Fieldwork No. 3
Data Entry and Validation
Fieldwork Report No. 3
Final Field Survey Report
Survey Report Preparatioin
Analysis and Draft Survey Report Preparation
Draft Report Presentation Workshop
Final Survey Report Preparation
Project Activities Mar-12 Apr-12 May-12 Jun-12 Jul-12 Feb-13 Mar-13Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13
Tourist Survey Work Plan: 2012-2013
Draft Survey Design Report
Namibia Tourist Exit Survey 2012-2013 34
Kevin Millington Randolph Jon
Field UK Mouton Barnes
Survey Design
Inception Meeting (MET/DOT/MCA, etc.) 0.1 0.1 0.1
Literature collection and review 0.1 0.1
Develop survey documents 0.2 0.1 0.1 0.1
Sample design 0.1 0.1 0.1
Draft Survey Design Report 0.1 0.1 0.1
Recruitment of field research officers 0.1
Stakeholder consultation - online survey 0.1 0.1
Preparation training 0.2 0.2
Supervisor and Enumerator Training 0.2 0.2 0.1
One-day Field Manager & Supervisor Training 0.1 0.1
Preparation pilot test 0.1 0.2
Pilot test 0.3 0.3 0.2
Pilot Survey Implementation Report 0.1 0.1
Draft Survey Design Report 0.2 0.1
Final Survey Design Report 0.1
Implementation
Preparation of fieldwork 0.1
Fieldwork No. 1 0.1
Data Entry and Validation 0.1
Fieldwork Report No. 1 0.1 0.1
Re-mobilisation (refresher training) 0.2 0.2
Fieldwork No. 2 0.2 0.1
Data Entry and Validation 0.1
Fieldwork Report No. 2 0.3 0.1 0.1
Re-mobilisation (refresher training) 0.1
Fieldwork No. 3 0.1
Data Entry and Validation 0.1
Fieldwork Report No. 3 0.1 0.1
Final Field Survey Report 0.1
Survey Report Preparatioin
Analysis and Draft Survey Report Preparation 0.3 0.9 0.2 0.3
Draft Report Presentation Workshop 0.3 0.1 0.1 0.1
Final Survey Report Preparation 0.2
Total 2.5 2.1 3.5 1.5
Project Activities
Input of Key Personnel (man months)
35
APPENDIX B: FINAL REPORT STRUCTURE
B.1 DRAFT TABLE OF CONTENTS
The structure of the Final Report will be continually reviewed over the duration of the
project. However, an initial draft Table of Contents is provided below.
Executive Summary
The aim is to provide a summary of the findings of around 10 pages that can be distributed
separately from the Final Report, providing top-line data that will inform those who want to
know the key findings without having to read too much detail.
1. Introduction
2. Methodology
This will include all the technical details of the survey, including the sample sizes, interview
locations, interview methodology, data collection instrument, problems encountered, and
other issues that should be documented for future reference when implementing a visitor
survey in Namibia.
3. Tourist Profile
Profile of tourists, including gender and age, country of residence, how they planned their
travel, and all other attributes relating to the tourists visiting Namibia.
4. Trip Profile
Analysis of all the attributes relating to the trip (except expenditure and impressions),
including length of stay, places of accommodation, places visited and activities undertaken,
and modes of transport used.
5. Expenditure
Analysis of tourist expenditure providing average spend per day and per trip by country of
residence and purpose of visit. This is include detailed breakdown of expenditure on:
accommodation, food and beverages, transport (local), recreation, shopping, and other
services. Estimates of total expenditure by tourists in Namibia will also be made based on
inbound tourist arrivals figures.
36
6. Impressions
Analysis of the (open and closed) questions that evaluate the levels of satisfaction of tourists
visiting Namibia.
7. Conclusions
Overall conclusions from the survey, and recommendations for future surveys and the
measurement of inbound tourists.
B.2 DATABASE
The final dataset will be provided in electronic format that will include data from all 6,500
interviews. This will be in Excel format, with the rows representing each interview (approx.
6,500 rows) and the columns representing the responses to each question (including the
weighting each interview represents).
A key will be provided that will explain any coding used in the database, enabling third
parties to analyse the findings themselves should that be required.
37
APPENDIX C: FINAL VERSION OF THE QUESTIONNAIRE
1) Interview Status (Tick only one):
Fully Completed ____ - 1
Partially Completed [Enum: write reason on inside of questionnaire] ____ - 2
2) Language of Interview (Tick only one):
Afrikaans ........................ 1
English .......................... 2
German ........................... 3
Portuguese ....................... 4
Silozi ........................... 5
French ........................... 6
Oshiwambo ........................ 7
Otjiherero ....................... 8
Setswana ......................... 9
Other (please specify): ________________________________.....10
3) Enumerator Self Check (field), print first name: ______________________________
Date: ______________________________
4) Field Supervisor Check (field), print surname: ______________________________
Date: ______________________________
5) # of missing values found by Field Supervisor: ______________________________
6) Field Supervisor Check of Missing Values, print surname: _________________________
Date: ______________________________
7) Enumerator Review of Missing Values, print surname: ______________________________
Date: ______________________________
8) # of unexpected missing values resolved: ______________________________
9) # of unexpected missing values unresolved: ______________________________
Supervisory Comments: _____________________________________________________
10) Questionnaire Entry Completed: ______________________________
Date: ______________________________
ENGLISH
38
ADMINISTRATION
11) Enumerator Name: ____
____ - 1 Denis Gowaseb ____ - 12 Candice Titus
____ - 2 Erica Noabes ____ - 13Eddie Hindjou
____ - 3 Queeny Brunzel ____ - 14 Leonard Auala
____ - 4 Maruis Cloete ____ - 15 Ramos Mandema
____ - 5 Beaurencia Eises ____ - 16 Mariza Gouveia
____ - 6 Ildefons Chimbaya ____ - 17 Deltin Simataa
____ - 7 Ephraim Ihemba ____ - 18 Vincent Sitali
____ - 8 Blaine Booys ____ - 19 Jacob Gariseb
____ - 9 Jacoba van der Weathuizen ____ - 20 Petrus Kamati
____ - 10 Aurora Mandema ____ - 21 Kelebogile Mosimane
____ - 11 Eino Kambonde
12) Supervisor Name: ____
____ - 1 Isaak Gowaseb ____ - 5 Raukinen Katshuna
____ - 2 Genre Schmidt ____ - 6 Desmond Kamwi
____ - 3 Daisy Gamxamus ____ - 7 Brenda Oarum
____ - 4 Chatling Rorrison
13) Field Manager Name: ____
____ - 1 Jeany Auala
____ - 2 Brandon Bock
____ - 3 Peter Mbangu
____ - 4 Jonas Kapanga
14) Border Post: ____
____ - 1 Hosea Kutako International Airport
____ - 2 Walvis Bay International Airport
____ - 3 Buitepos Border Post
____ - 4 Wanela Border Post
____ - 5 Oshikango Border Post
____ - 6 Ariamsvlei Border Post
____ - 7 Noordoewer Border Post
15) Start time: ______________ [HH:MM – Use 24 Hour clock] ______
39
BASIC TRIP AND TOURIST CHARACTERISTICS
16) Are you travelling on your own, with one other person, or part of a group? ____
____ - 1 Alone [if alone, record gender in q17, then skip to q18]
____ - 2 Group [go to q17]
17) [If part of a group] Please tell me how many people are male and female,
including yourself?
Male: ___________ ____
Female: __________ ____
17a) [Please show the flash cards] Please indicate in which age category
the people in your group are, including yourself? [Please note that the total
for q17 and q17a must be the same]
0 to 5 __________ ____
6 to 11 _________ ____
12 to 17 ________ ____
18 to 29 ________ ____
30 to 39 ________ ____
40 to 49 ______ ____
50 to 59 ________ ____
60 or older ________ ____
[go to q19]
18) [If travelling alone] Please indicate in which age category you are? [Please
show the flash cards]
0 to 5 __________ ____
6 to 11 _________ ____
12 to 17 ________ ____
18 to 29 ________ ____
30 to 39 ________ ____
40 to 49 ______ ____
50 to 59 ________ ____
60 or older ________ ____
19) How many nights have you spent away from home; from the time you left until the time
you expect to return home? ____
Number of nights __________
20) How many nights have you spent in Namibia on this trip? ____
Number of nights ________________
40
21) Is this your first visit to Namibia? ____
____ - 1 Yes
____ - 2 No
22) In which country do you live? [Write out full name and not
abbreviations]
________________________________________________
23) [Please show the flash cards] What is your main purpose of visit in
Namibia? ____
____ - 1 Holiday/Leisure/Recreation
____ - 2 Visiting Friends or Relatives
____ - 3 Business/Conference
____ - 4 Transit
____ - 5 Religion
____ - 6 Other (please specify): _____________________
24) Did you arrive in Namibia by air, land or sea? ____
____ - 1 Air
____ - 2 Land
____ - 3 Sea
24a) [If by air] Which airline did you use when flying into Namibia ____
____ - 1 Air Namibia
____ - 2 South African Airlines / SA Express
____ - 3 British Airways / Comair
____ - 4 TAAG Angola Airlines
____ - 5 Swiss
____ - 6 TUIFly
____ - 7 Air Berlin
____ - 8 Other (please specify): _____________________
[Skip to q30 if responses to q23 were 2 – 6. If 1,
‘holiday/ leisure/recreation, ask q25-q29]
QUESTIONS FOR HOLIDAY TOURISTS ONLY
(HOLIDAY/LEISURE/RECREATION)
25) Which other countries have you visited, or do you intend to visit on this trip, and for how
many nights? [There cannot be a ‘zero’ for number of nights]
Name of Country: ____________________Number of nights: ___________
Name of Country: ____________________Number of nights: ___________
Name of Country: ____________________Number of nights: ___________
Name of Country: ____________________Number of nights: ___________
Name of Country: ____________________Number of nights: ___________
Name of Country: ____________________Number of nights: ___________
Name of Country: ____________________Number of nights: ___________
Name of Country: ____________________Number of nights: ___________
None_________________________________
41
26) When deciding to visit Namibia for a holiday, which other countries did you consider, but didn’t
visit? [‘None’ is a valid response]
__________
__________
__________
__________
__________
27) [Please show the flash cards] Now thinking about before you came here,
what attracted you to Namibia? [Multiple responses are allowed]
____ - 1 Culture ____
____ - 2 Climate ____
____ - 3 Curiosity ____
____ - 4 Diversity of attractions ____
____ - 5 Safety and security ____
____ - 6 Community-based conservancies ____
____ - 7 Sense of space
____ - 8 Scenery
____ - 9 Tranquillity
____ - 10 Value for money
____ - 11 Wildlife
____ - 12 Shopping
____ - 13 Medical facilities
____ - 14 Infrastructure
____ - 15 Other (please specify): _____________________
28) What sources of information did you use to learn about Namibia before your trip?
[Multiple responses are allowed]
____ - 1 Namibia Tourist Board ____
____ - 2 Internet sites ____
____ - 3 Travel agency / tour operator ____
____ - 4 Guide books ____
____ - 5 Magazine / newspaper ____
____ - 6 Trade fair / exhibition
____ - 7 Television
____ - 8 Friends and relatives
____ - 9 Previous visit to Namibia
____ - 10 Other (please specify): _____________________
29) Who made most of the holiday arrangements for you?
____ - 1 Airline office ____
____ - 2 Travel agent / tour operator in Namibia
____ - 3 Travel agent / tour operator in another country
____ - 4 Friends or family in Namibia
____ - 5 I arranged most/all of it myself
____ - 6 Other (please specify): _____________________
42
AIRPORT INTERVIEWS ONLY (interviews at HKIA and Walvis Bay airports only.)
[Skip to q32 if response to q14 is 3 – 7: border
post]
30) Which airline are you travelling on from Namibia? ____
____ - 1 Air Namibia
____ - 2 South African Airlines / SA Express
____ - 3 British Airways / Comair
____ - 4 TAAG Angola Airlines
____ - 5 Swiss
____ - 6 TUIFly
____ - 7 Air Berlin
____ - 8 Other (please specify): _____________________
31) Where is this flight going to? [This does not necessarily mean final
destination]
Name City: _____________________
Name Country: ______________________
31a) Is that your final destination? [‘Final destination’ means the
last airport before returning home] ____
____ - 1 Yes [Skip to q32]
____ - 2 No [Go to q31b]
31b) Where is your final destination? [‘Final destination’ means the
last airport before returning home]
Name City: _____________________
Name Country: ______________________
PLACES, ACTIVITIES AND TRANSPORTATION
32) [Please show the flash cards] What types of accommodation did you stay
in whilst visiting Namibia? [Multiple responses are allowed]
____ - 1 Hotel ____
____ - 2 Guesthouse / Pension / B&B ____
____ - 3 Lodge / Tented Lodge ____
____ - 4 Guest Farm ____
____ - 5 Conservancy Accommodation ____
____ - 6 Backpackers Accommodation / Hostel ____
____ - 7 Self-Catering / Rented Accommodation ____
____ - 8 Friends and Family
____ - 9 Camp Site
____ - 10 In Vehicle / Rooftop Tent
____ - 11 Other (please specify): _____________________
43
33) Please look at the map and point out the locations you have visited on this trip to
Namibia? [Multiple responses are allowed]
____ - 1 Etosha National Park ____
____ - 2 Caprivi National Park ____
____ - 3 Namib Naukluft ____
____ - 4 Sossusvlei/Sesriem ____
____ - 5 Khaudum Game Park ____
____ - 6 Skeleton Coast Park ____
____ - 7 Spitzkoppe ____
____ - 8 Waterberg Park
____ - 9 Lüderitz
____ - 10 Swakopmund
____ - 11 Damaraland (e.g. Palmwag, Twyfelfontein, etc.)
____ - 12 Kaokoland (Kunene, e.g., Epupa, Opuwo, Marienfluss, etc.)
____ - 13 Brandberg
____ - 14 Duwiseb Castle
____ - 15 Hardap Game Reserve
____ - 16 Fish River Canyon
____ - 17 Windhoek
____ - 18 Walvis Bay
____ - 19 Sandwich Harbour
____ - 20 Kavango Region (i.e., Rundu)
____ - 21 Oshakati & area (north central)
____ - 22 Other (please specify): _____________________
34) [Please show the flash cards] Which of the following leisure activities did
you engage in during your stay in Namibia, if any? [Multiple responses are
allowed]
____ - 1 Shopping ____
____ - 2 Game viewing ____
____ - 3 Hunting ____
____ - 4 Fishing ____
____ - 5 Hiking / Trekking ____
____ - 6 Horse / Camel riding ____
____ - 7 Cultural tours ____
____ - 8 4x4 trails
____ - 9 Nature / Landscape touring
____ - 10 Historical/Archaeological sites
____ - 11 Adventure sports
____ - 12 Bird watching
____ - 13 Ballooning/Pleasure flights
____ - 14 Other (please specify): _____________________
____ - 15 None [skip to q35]
34a) Which of these activities would you regard as the MAIN activity of your visit?
___________________________ [‘None’ is a valid response]
44
35) How did you travel around Namibia? [Multiple responses are allowed]
____ - 1 Private car / 4x4 [Include borrowing a friends’/business’ car] ____
____ - 2 Hire car / 4x4 ____
____ - 3 Coach / Minibus tour ____
____ - 4 Guided 4x4 tour ____
____ - 5 Overland truck
____ - 6 Public transport
____ - 7 Railway (within Namibia)
____ - 8 Desert Express Train
____ - 9 Air (within Namibia)
____ - 10 Motorbike/Bicycle
____ - 11 Other (please specify): _____________________
EXPENDITURE
I am now going to ask you some questions about how much money you spent in Namibia.
We will use this information to estimate how important tourism is in our economy. Your
answers will be confidential.
36) I would now like you to think about how much you spent on your trip. Do you prefer to
only talk about your own expenditure or would you like to include the expenditure of the
people you are travelling with? ____
____ - 1 For myself only [skip to q38]
____ - 2 For myself and my spouse/partner [go to q37]
____ - 3 For myself and my family/group [go to q37]
37) How many people are in the group you are reporting the expenditure for?
Number of people: ___________ ____
38) Did you travel to Namibia on a package that you purchased before you travelled here? [Packages will mainly be purchased by leisure/holiday
tourists. For other purposes of visit, probe to ensure they
bought a package that was put together by a tour operator.] ____
____ - 1 Yes [go to q38a]
____ - 2 No [skip to q39]
38a) How much did you spend on the package?
Amount: _________________ ____
Currency: _____________________ [write out the name of the
country and currency] ____
38b) What was included in the package? [tick all that apply]
____ - 1 Flight ____
____ - 2 Accommodation ____
____ - 3 Tours ____
____ - 4 Other (please specify): _____________________ ____
45
38c) Does this package include travel in any countries other than Namibia? ____
____ - 1 Yes [Go to q38c(i)]
____ - 2 No [Skip to q39]
38c(i) How many nights were spent in Namibia? [Number must be
equal to or less than Q20] ____
Number of nights __________
38c(ii) How many nights were spent in other countries? ____
Number of nights ________
[Please note that the following questions refer to money
spent for this trip, OUTSIDE of a package purchased before
arriving in Namibia. DO NOT include any package tour
spending already reported in Q38.]
39) [If q24 = 1 OR Interview is at an airport]. How much did you
spend on your air ticket?
Amount: _________________ [‘Zero’ is a valid response] ____
Currency: _______________ [write out the name of the country and
currency] ____
40) How much did you spend on accommodation whilst in Namibia?
Amount: _________________ [‘Zero’ is a valid response] ____
Currency: _______________ [write out the name of the country and
currency] ____
40a) Did you pay for any accommodation before arriving in Namibia?
____ - 1 Yes [Go to q40a(i)] ____
____ - 2 No [Skip to q41]
40a(i) How much did you spend?
Amount: _________________ ____
Currency: _____________________ [write out the name of
the country and currency] ____
41) How much did you spend on food and drink whilst in Namibia?
Amount: _________________ [‘Zero’ is a valid response] ____
Currency: _______________ [write out the name of the country and
currency] ____
46
42) How much did you spend on transport whilst in Namibia?
Amount: _________________ [‘Zero’ is a valid response] ____
Currency: _______________ [write out the name of the country and currency] ____
42a) Did you pay for any transport you have taken whilst in Namibia before arriving
here?
____ - 1 Yes [Go to q42a(i)] ____
____ - 2 No [Skip to q43]
42ai) How much did you spend?
Amount: _________________ ____
Currency: _____________________ [write out the name of
the country and currency] ____
43) How much did you spend on organised tours whilst in Namibia?
Amount: _________________ [‘Zero’ is a valid response] ____
Currency: _______________ [write out the name of the country and
currency] ____
43a) Did you pay for any organised tours before arriving in Namibia?
____ - 1 Yes [Go to q43a(i)] ____
____ - 2 No [Skip to q44]
43ai) How much did you spend?
Amount: _________________ ____
Currency: _____________________ [write out the name of
the country and currency] ____
44) How much did you spend on leisure and entertainment whilst in Namibia?
Amount: _________________ [‘Zero’ is a valid response] ____
Currency: _______________ [write out the name of the country and
currency] ____
45) How much did you spend on shopping whilst in Namibia?
Amount: _________________ [‘Zero’ is a valid response] ____
Currency: _______________ [write out the name of the country and
currency] ____
47
46) How much did you spend on capital purchases, such as a house, land or vehicle whilst in
Namibia?
Amount: _________________ [‘Zero’ is a valid response] ____
Currency: _______________ [write out the name of the country and
currency] ____
46a) Did you pay for any capital purchases before arriving in Namibia?
____ - 1 Yes [Go to q46a(i)] ____
____ - 2 No [Skip to q47]
46ai) How much did you spend?
Amount: _________________ ____
Currency: _____________________ [write out the name of
the country and currency] ____
47) How much did you spend on other goods and services whilst in Namibia?
Amount: _________________ [‘Zero’ is a valid response] ____
Currency: _______________ [write out the name of the country and
currency] ____
OPINIONS
48) How did you find the cost of travel in Namibia? ____
____ - 1 More expensive than I expected
____ - 2 About the same as I expected
____ - 3 Less expensive than I expected
49) Did you book any accommodation through Namibia Wildlife Resorts? ____
____ - 1 Yes [Enum: go to q49a]
____ - 2 No [Enum: skip to q50]
49a) How satisfied were you with this service? ____
____ - 1 Highly satisfied
____ - 2 Satisfied
____ - 3 Unsatisfied
____ - 4 Highly unsatisfied
50) [Please show the flash cards] How would you rate your visit to Namibia? ____
____ - 1 Very enjoyable
____ - 2 Enjoyable
____ - 3 Fair
____ - 4 Disappointing
____ - 5 Very disappointing
48
51) [Please show the flash cards] Would you recommend Namibia to friends,
relatives or colleagues at home? ____
____ - 1 Yes, definitely
____ - 2 Yes, probably
____ - 3 Possibly
____ - 4 No, probably not
____ - 5 No, definitely not
52) What were the highlights of your visit to Namibia?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
__________________________________________________
53) What were your worst experiences or disappointments?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
__________________________________________
54) What do you feel Namibia needs to do, if anything, to improve as a tourist destination?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
__________________________________________
55) What is your nationality?
_______________________________________________
[Enum: Thank the respondent for their cooperation and time]
Finish time: ______________ [HH:MM – Use 24 Hour clock] ____
Level of cooperation: ____ - 1 LOW ____ - 2 MEDIUM ____ - 3 HIGH ____
49
APPENDIX D: FLASH CARDS Flash Cards are used during the interview process to speed up respondent’s answers. For example, it is quicker and easier to ask: “Can you point to the age group you are in?”, rather than ask: “Please could you tell me your age?”. The former is less sensitive, and allows the respondent to indicate an age range rather than a specific age. Similarly, when asking purpose of visit, it is quicker to ask a respondent to point to their purpose of visit than ask them their trip purpose, as they can instantly see the categories and point to the one that fits their situation the best. Flash Cards are also useful for reminding respondents about what (for example) they have done whilst in Namibia, by providing a list of activities that they may otherwise have forgotten about. Consequently, Flash Cards have been used for all questions were respondents can be usefully assisted with a range of answers.
51
MAIN Purpose of Visit (q23) 1…Holiday/Leisure/Recreation 2…Visiting Friends or Relatives 3…Business / Conference 4…Transit 5…Other
52
What attracted you to Namibia? (q27) 1………...Culture 2………...Climate 3………...Curiosity 4………...Diversity of attractions 5………...Safety and security 6………...Community-based Conservancies 7………...Sense of space 8………...Scenery 9...........Tranquillity 10………Value for money 11……...Wildlife 12……...Shopping 13……...Medical facilities 14.........Infrastructure 15……...Other
53
What types of accommodation did you stay in whilst visiting Namibia? (q32) 1.............Hotel 2.............Guesthouse / Pension / B&B 3.............Lodge / Tented Lodge 4.............Guest Farm 5.............Conservancy Accommodation 6.............Backpackers Accommodation / Hostel 7.............Self-Catering/Rented Accommodation 8.............Friends and Family 9.............Camp Site 10...........In Vehicle / Rooftop Tent 11...........Other (please specify)
54
Activities engaged in whilst visiting Namibia (q34) 1……… Shopping 2……… Game Viewing 3……… Hunting 4……… Fishing 5……… Hiking/Trekking 6……… Horse/Camel Riding 7……… Cultural Tours 8……… 4x4 Trails 9……… Nature/Landscape Touring 10…… Historical/Archaeological Visits 11…… Adventure Sports 12…… Bird Watching 13…… Ballooning/Pleasure Flights 14...... Other (please specify) 15……. None
55
How would you rate your visit to Namibia? (q51) 1……… Very Enjoyable 2……… Enjoyable 3……… Fair 4……… Disappointing 5……… Very Disappointing
56
Would you recommend Namibia to friends, relatives or colleagues at home? (q52) 1……… Yes, definitely 2……… Yes, probably 3……… Possibly 4……… No, probably not 5……… No, definitely not
57
APPENDIX E: BACKGROUND RESEARCH
E.1 LITERATURE REVIEW
The following documents have been reviewed as part of the preparation for undertaking the
2012/13 Tourist Survey:
Tourist Statistical Report 2010
Ministry of Environment and Tourism, 2011
Visitor Exit Survey 2002
Ministry of Environment and Tourism, 2013
Oshikango visitor Survey, 2001
Namibia Tourism Development Programme, MET, 2002
Namibia Visitor Survey 1996-97
Ministry of Environment and Tourism, 2007
E.2 MEETINGS
Sem Shikongo, Director of Tourism, Ministry of Environment and Tourism
Thursday 15th March 2012
Key points of the meeting:
1. Emerging markets: there was considerable discussion about Brazil, Russia, India and China
(BRIC). MET are looking at ways of developing routes for tourists to Namibia without
transiting JNB (e.g. North America via Accra and eastern markets such as China via Nairobi).
Regionally, the new Air Namibia flight starting in March that will link Windhoek with
Gaborone is positive. Whilst the BRIC markets are currently small, it is important to make
allowances somewhere in the questionnaire to capture air traveller routings to and from
their country of residence.
2. Timing of surveys: The Director was happy with the proposed schedule of June,
September and December for the surveys.
3. Statistics: MET is currently working hard to get the 2011 statistics report compiled. This
should be available in 2012, and therefore can be used for weighing the survey data.
4. Press: The Director would like a press conference in May to raise the profile of the survey,
and ensure it gets support from other government departments if required. This potentially
could be Friday May 4th. (This has not taken place to date – it was agreed that the Director
58
would lead this. It can still take place at a later date if the Director wishes)
5. The Minister: The Director stated that he will try to organise a meeting for the Team with
the Minister during the next few days. This will essential be a courtesy call. (This has not
taken place – but can be convened at the wishes of the Director in the future).
Marta Awala, Research Manager, Namibia Tourism Board
Monday 19th March 2012
Key points of the meeting:
1. General: a general discussion of the Tourist Survey was held, with Kevin Millington
outlining the key milestones, the interview locations, and the sample size. He also made a
request for comments from NTB on the data collection instrument when the Draft Survey
Design report is circulated at the end of the month. (These were provided by NTB and were
useful).
2. NTB Statistics Roles: Marta Awala explained the roles of NTB with regards to tourism
statistics - liaising with MET on the Annual Statistics Reports, compiling monthly
accommodation statistics from the levy returns, and working with WTTC on the TSA.
3. Statistics for Sample Weighing: Discussion regarding the requirement of a table of 2011
statistics for the weighing of the sample. When the 2011 statistics are compiled, it will be
useful to have a table showing border posts by month for weighting purpose. This was
noted.
Gitta Paetzold, CEO, Hospitality Association of Namibia
Tuesday 20th March 2012
Key points of the meeting:
1. Overview of HAN Activities: growing organisation with an increasing diversity of types of
accommodation being represented. This brings with it certain difficulties as large hotels
have different needs to small guesthouses.
2. Review of Questionnaire: the questionnaire was reviewed, in particular with special
attention to the sections relating to accommodation and key drivers for selecting Namibia as
a tourist destination. Overall the questionnaire was approved. The addition of an
accommodation category of “Sleep in vehicle/rooftop tent” was added.
59
Inception Meeting, MCA-N
Wednesday 14th March 2012 (14:30 – 16:00), MCA-N Board Room 6th Floor
Present:
Name Organisation
Indongo Indongo MCA-N
Kandi Shejavali MCA-N
Hilya Shikongo MCA-N
Johann Botha MCA-N
Paulus-Shali Amweelo MET
Bennett Kahuure MCA
Kevin Millington Acorn
Jon Barnes Acorn
Randolph Mouton SIAPAC
Absent with Apologies:
Name Organisation
Eline van der Linden MCA-N
1. Agenda Items
1.1 Welcoming
Mr. Indongo Indongo, Chairperson of the meeting, officially opened the meeting and
requested Ms. Kandi Shejavali to do the welcoming. Ms. Shejavali officially welcomed all
participants to the meeting. She emphasized the importance of the study and wished all a
good project implementation period.
1.2 Procurement Procedures
Mr. Johann Botha, MCA-N Procurement Director clarified the following procurement and
contractual issues to the meeting:
The consultant is responsible to implement the project as per the contract. Any
amendments to the agreement need to involve the Procurement directorate.
Substantial extensions to deadlines must involve the Procurement Office. Verbal or
written agreement with Technical Staff to extend deadlines are not valid until such a
time when an amendment to the contract is made with the involvement of the
Procurement directorate.
VAT needs to be paid by the Consultants. It is therefore necessary to register as a
VAT vendor with Namibia’s Inland Revenue and open a local account.
60
1.3. Introduction to the Overview of MCA-N Tourism Project
Mr. Bennett Kahuure, Tourism Project Manager, MCA-N gave a detailed overview of MCA-
N’s Tourism Project.
1.4 Key Contact, Responsibilities and Communications
As contract manager, Mr. Indongo Indongo is the consultant’s main contact person at MCA-
N. Ms. Shejavali provides overall supervision and will act on behalf of Mr. Indongo in his
absence. Ms. Ndeutalala Amulungu will act in the absence of Mr. Indongo and Ms. Shejavali.
Ms. Hilya Shikongo, Procurement Manager, MCA-N is the consultant’s main contact person
for contractual and procurement issues. All contractual issues will first be discussed and
agreed upon between MCA-N’s Technical Team and the Consultants and then be discussed
with the Procurement Office for to reflect/effect changes in a contract amendment.
Mr. Kevin Millington is the main contact for the Consultants. Mr. Mouton is the Local
Coordinator and will act in the absence of Mr. Millington. First point of contact is Mr.
Millington followed by Mr. Mouton.
It is the responsibility of the Consultant to strictly respect delivery dates. MCA-N’s turn-
around time with regards to comments is 5 days, unless otherwise agreed.
1.5 Reporting Requirements
All deliverables are time-bound.
Meetings need to be held with Ministry of Environment and Tourism (MET), Namibia
Tourism Board (NTB) and Hospitality Association of Namibia (HAN). It was agreed that these
meetings will take place before Mr. Millington returns to the UK, to the extent that all
parties are available.
An Out-Briefing Meeting will be held on Tuesday, 20 March 2012 from 14:30 to 15:00.
Based on the seasonality of tourists’ arrivals, it was agreed that the Consultants will look into
the possibility of visiting all seven sites during the three survey periods. In addition, based
on the numbers of tourists per site, it was agreed to exclude Ngoma and Walvis Bay harbour.
Four Field Survey Reports need to be prepared; one report after each of the survey periods
and one report providing an overall report that covers all periods.
The Consultants will inform Mr. Indongo of data needs. Mr. Indongo will share this data
request with Mr. Paulus-Shali Amweelo who will make such data available to the extent that
it is available.
61
All relevant reporting dates need to be included in the Draft and Final Survey Design reports.
All reports will include all required components as per the Terms of Reference.
1.6 Invoicing Procedure and Format
MCA-Ns practices with regards to invoicing were shared with the Consultants.
1.7 Setting Dates for Mobilisation Phase (meeting with stakeholders)
The planned workshop to engage stakeholders will be replaced during mobilisation by an
electronic discussion via web-space, mainly because it is more effective an efficient.
However, the Consultant needs to consider a workshop/meeting with stakeholders if the
web-space interaction turns out to be ineffective.
1.8 Any Other Business
The Consultants will prepare a draft letter informing relevant partners and stakeholders
about the survey and requesting their cooperation. This letter will be placed on MET letter
head, signed by the relevant authorising officer within MET and made available to the
Consultants. The Consultants will circulate the letter to the relevant partners and
stakeholders.
1.9 Closing
Mr. Indongo officially closed the meeting.
62
APPENDIX F: LIST OF DATA COLLECTION TEAM MEMBERS
Names of Team Members Position Language 1 Brandon Bock - Ariamsvlei & Noordoewer Border Post Field Manager Afrikaans/English/Nama
2 Peter Mbangu - Buitepos/Walvis Bay Airport Field Manager Afrikaans/English/Rikwangali
3 Jeany Auala - Oshikango & Caprivi Border Post Field Manager Afrikaans/English/Oshiwambo
4 Jonas Kapanga - Hosea Kutako Airport Field Manager Afrikaans/English/Oshiwambo
Team Caprivi Wenela border post (1 Sup + 2 Enum)
5 Desmond Kamwi Supervisor English/Silozi
6 Deltin Simaata Enumerator English/Silozi
7 Vincent Sitali Enumerator English/Silozi
Team Oshikango Border (1 Sup + 3 Enum)
8 Raukinen Katshuna Supervisor English/Oshiwambo
9 Mariza Gouveia Enumerator English/Portuguese
10 Leonard Auala Enumerator English/Oshiwambo
11 Ramos Mandema Enumerator English/Portuguese
Team Walvis Bay Airport (1 Sup + 3 Enum)
13 Chatling Rorrison Supervisor Afrikaans/English/German
14 Brenda Oarum Enumerator Afrikaans/English/Damara
15 Fillemon Shijavali Enumerator Afrikaans/English/Oshiwambo
16 Eino Kambonde Enumerator Afrikaans/English/Oshiwambo
Team Windhoek Hosea Kutako Airport (1 Sup + 5 Enum)
17 Daizy Gamxamus Supervisor Afrikaans/English/Nama/German
18 Jacoba van der Westhuizen Enumerator Afrikaans/English/Nam/German
19 Ephraim Ihemba Enumerator English/French
20 Ildefons Chimbaya Enumerator English/Oshiwambo/Portuguese
21 Aurora Mandema Enumerator English/Portuguese
22 Blaine Booys Enumerator English/Portuguese
Team Ariamsvlei (1 Sup & 2 Enum)
23 Jarion Brandt Supervisor Afrikaans/English
24 Marius Cleote Enumerator Afrikaans/English/Nama
25 Beaurencia Eises Enumerator Afrikaans/English/Nama
Team Noordoewer (1 Sup & 3 Enums)
26 Isaak Gowaseb Supervisor Afrikaans/English/Nama
27 Dennis Gowaseb Enumerator Afrikaans/English/Nama
28 Erykah Noabes Enumerator Afrikaans/English/Nama
29 Queenie Brunzel Enumerator Afrikaans/English/Nama
Team Buitepos (1 Sup & 3 Enum)
30 Patrick Bock Supervisor Afrikaans/English/Nama
31 Geraldine Tjaimi Enumerator Afrikaans/English/Otjiherero
32 Kelebogile Mosimane Enumerator Afrikaans/English/Setswana
33 Jacob Gariseb Enumerator Afrikaans/English/Nama
63
APPENDIX G: CLEARANCE LETTERS FOR INTERVIEWERS
Draft letter from MET to the Ministry of Home Affairs and Immigration
Border Clearance
Re: Namibia Tourism Exit Survey 2012-2013
This letter is written to inform you of survey activities that will be taking place at Namibian
border posts and to request your support.
With tourism being one of the leading contributors to the Namibian economy and tourism
statistics being the primary source of information to determine the performance of the
tourism sector, Ministry of Environment and Tourism (MET) and the Namibian tourism
industry have identified the need for the timely collection of tourism-related statistics. With
this in mind, MET, with technical and financial support from the Millennium Challenge
Account Namibia (MCA-N), has commissioned the 2012-2013 Namibia Tourist Exit Survey.
Acorn Tourism Consulting, in partnership with SIAPAC, has been contracted by MCA-N to
carry out the survey on behalf of MET.
The main function of the Namibia Tourist Exit Survey 2012-2013 is to provide up-to-date,
reliable, and comprehensive information on foreign visitors to Namibia. It is expected that
the information elicited through this data collection exercise will help compare past trends
and set new benchmarks for the tourism industry, especially with respect to tourist
behaviour, expenditures and visitor satisfaction/perceptions. It will also improve the
compilation of National Accounts, Balance of Payments and Tourism Satellite Accounts
statistics and will be of use to all stakeholders for planning and development of tourism
enterprises, marketing and promotion, allocation of funds for tourism development and
conservation and general planning for the sustainable and competitive growth of the
Namibian tourism sector.
Given that the survey will be administered at Namibian border posts, over which your good
office has jurisdiction, MET humbly requests your support in the implementation of this
survey. Your support is needed in terms of informing your staff at the below land border
posts/airports about this study and requesting them to provide their support and
collaboration to survey officials:
1. Hosea Kutako International Airport
2. Walvis Bay International Airport
3. Buitepos Border Post
4. Wanela Border Post
5. Oshikango Border Post
6. Ariamsvlei Border Post
7. Noordoewer Border Post
64
The current plan is for the survey to be carried out across three survey periods as per the
table below:
Border Post May/Jun 2012 Sep/Oct 2012 Dec/Jan
2012/2013 Total number of interviews
Hosea Kutako International Airport 900 1,200 900 3,000
Walvis Bay Airport 250 0 250 500
Buitepos 200 150 150 500
Wanela 200 150 150 500
Oshikango 200 200 100 500
Ariamsvlei 250 0 250 500
Noordeuwer 250 375 375 1,000
Total 2,300 2,075 2,125 6,500
Thank you in advance for your support.
The contact person at MCA-N for the survey and other related M&E activities pertaining to
the tourism marketing activities is Mr. Indongo Indongo, Manager M&E, reachable at 081
128 2049 or [email protected]. Should you have any need for clarification, please
do not hesitate to contact him or the Namibia Tourist Exit Survey Manager, Mr. Randolph
Mouton, at 081 718 2966 or [email protected].
Please accept the assurance of my highest consideration.
Yours sincerely,
________________________________________
Amb. Patrick Nandago
Permanent Secretary
65
Draft letter from MET to the Namibia Airports Company
Flight Schedule
Re: Namibia Tourism Exit Survey 2012-2013
This letter is written to inform you of survey activities that will be taking place at Namibian
border posts and to request your support.
With tourism being one of the leading contributors to the Namibian economy and tourism
statistics being the primary source of information to determine the performance of the
tourism sector, Ministry of Environment and Tourism (MET) and the Namibian tourism
industry have identified the need for the timely collection of tourism-related statistics. With
this in mind, MET, with technical and financial support from the Millennium Challenge
Account Namibia (MCA-N), has commissioned the 2012-2013 Namibia Tourist Exit Survey.
Acorn Tourism Consulting, in partnership with SIAPAC, has been contracted by MCA-N to
carry out the survey on behalf of MET.
The main function of the Namibia Tourist Exit Survey 2012-2013 is to provide up-to-date,
reliable, and comprehensive information on foreign visitors to Namibia. It is expected that
the information elicited through this data collection exercise will help compare past trends
and set new benchmarks for the tourism industry, especially with respect to tourist
behaviour, expenditures and visitor satisfaction/perceptions. It will also improve the
compilation of National Accounts, Balance of Payments and Tourism Satellite Accounts
statistics and will be of use to all stakeholders for planning and development of tourism
enterprises, marketing and promotion, allocation of funds for tourism development and
conservation and general planning for the sustainable and competitive growth of the
Namibian tourism sector.
Given that the survey will be administered at two of Namibia’s airports, MET humbly
requests your support in the implementation of this survey in light of your office’s role in
managing Namibia’s airports. Please note that the Ministry of Home Affairs and Immigration
(MHAI) has similarly been informed about this survey and requested to provide their support
and collaboration. Your support is needed in terms of informing your staff at the below-
mentioned airports about this study and requesting them to provide their support and
collaboration to survey officials:
1. Hosea Kutako International Airport (HKIA)
2. Walvis Bay International Airport (WBIA)
The current plan is for the survey to be carried out across three survey periods as per the
table below (the survey will also be taking place at certain land border posts):
66
Border Post May/Jun
2012 Sep/Oct 2012
Dec/Jan 2012/2013
Total number of interviews
Hosea Kutako International Airport 900 1,200 990 3,000
Walvis Bay Airport 250 0 250 500
Total 1,000 1,000 1,000 3,500
In addition to informing your staff and requesting their support, essential to this study is for
the survey team to know the flight schedules for the time periods when the survey will be
conducted at HKIA and WBIA. It would be greatly appreciated if you would please avail this
information to the Survey Manager, Mr. Randolph Mouton (see contact details below).
Thank you in advance for your support.
The contact person at MCA-N for the survey and other related M&E activities pertaining to
the tourism marketing activities is Mr. Indongo Indongo, Manager M&E, reachable at 081
128 2049 or [email protected]. Should you have any need for clarification, please
do not hesitate to contact him or the Namibia Tourist Exit Survey Manager, Mr. Randolph
Mouton, at 081 718 2966 or [email protected].
Please accept the assurance of my highest consideration.
Yours sincerely,
________________________________________
Mr. Ben Biwa
Chief Executive Officer
68
APPENDIX I: MONITORING FORMS (RESPONDENT SCREENING AND REFUSALS)
Name of interview post: ____________ Name of Interviewer: _____________
Date of interview attempt: ___________ Time of interview attempt:_________
My name is _________________. I am part of a local research firm called SIAPAC conducting a Tourism Exit Survey for
Namibia. The purpose of the survey is to learn more about visitors to our country and how we can improve their experience. We
will therefore ask questions about your travels in Namibia. Your honest views and opinions are appreciated. However, if you are
uncomfortable and do not want to participate in this discussion, please feel free to say so. Your refusal to participate will not in any
way affect you. If you agree to participate and feel uncomfortable discussing a particular point, we can skip it and move on. Please
note that all information solicited will be kept totally confidential and anonymous and will not in any way or form be linked back to
you. Your participation is therefore greatly appreciated.
Do you agree to participate: ____1) Yes ____ 2) No
If ‘no’ to all questions, then it means that you have an eligible tourist that can be
interviewed. Please indicate that questionnaire number for the eligible interview:
_________________
Are you currently living in Namibia?
____1) Yes ____ 2) No [If yes, terminate interview]
Did you visit Namibia just for today?
____1) Yes ____ 2) No [If yes, terminate interview]
Do you usually visit Namibia once a week or more often?
____1) Yes ____ 2) No [If yes, terminate interview]
Were you employed by a Namibian company or individual during your stay?
____1) Yes ____ 2) No [If yes, terminate interview]
*************************************************************************************************************************************************************************************************************************************** ****************
Name of interview post: ____________ Name of Interviewer: _____________
Date of interview attempt: ___________ Time of interview attempt:________
Repeat introduction and ethical protocol as per the above.
Do you agree to participate: ____1) Yes ____ 2) No
If ‘no’ to all questions, then it means that you have an eligible tourist that can be
interviewed. Please indicate that questionnaire number for the eligible interview:
_________________
Are you currently living in Namibia?
____1) Yes ____ 2) No [If yes, terminate interview]
Did you visit Namibia just for today?
____1) Yes ____ 2) No [If yes, terminate interview]
Do you usually visit Namibia once a week or more often?
____1) Yes ____ 2) No [If yes, terminate interview]
Were you employed by a Namibian company or individual during your stay?
____1) Yes ____ 2) No [If yes, terminate interview]
*******************************************************************************************************************************************************************************************************************************************************
69
Number of Refusals and Reasons for Refusals
2012 – 2013 Namibia Tourist Exit Survey
Name of interview post: ______________________________
Name of Interviewer: ______________________________
Checked by Supervisor when page is full: ______________________________ (name of Supervisor)
Date checked by Supervisor: ______________________________
Checked by Field Manager: ______________________________
Date checked by Field Manager: ______________________________
Numbering
of refusals
Date of
refusal
Time of
refusal
Reason for refusal
70
APPENDIX J: INTERVIEWER TRAINING PROGRAMME AND ASSESSMENT
Time Activities Who
Day 1: Monday, 7 May 2012
8:30 - 9:00 Registration B. Bock
9:00 - 9:30 Welcoming and Introductions and Agenda R. Mouton
9:30 - 10:30 Expectations of Training and Training Norms – Training Objectives
R. Mouton
10:30 - 11:00 Tea Break
11:00 - 11:15 Background to MET (context and importance of survey)
MET
11:15 - 11:30 Background MCA-N – (context and important of survey)
MCA-N
11:30 - 13:00 Logistics, Training Contracts: Explanation, Comments, Questions and Answers, and Signing of Training Contracts
R. Mouton
13:00 - 14:00 Lunch Break
14:00 - 15:30 Introduction to Research (quantitative & qualitative & validity and reliability)
R. Mouton
15:30 - 15:50 Tea Break
15:50 - 16:50 Introduction to Questionnaire K. Millington
16:50 - 17:00 Recap B. Bock
71
Time Activities Who
Day 2: Tuesday, 8 May 2012
8:30 - 9:00 Recap of lessons learned previous day R. Mouton
9:00 - 10:30 Questionnaire familiarisation R. Mouton
10:30 - 11:00 Tea Break
11:00 - 13:00 Questionnaire familiarisation K. Millington
13:00 - 14:00 Lunch Break
14:00 - 15:30 Questionnaire familiarisation R. Mouton
15:30 - 15:50 Tea Break
15:50 - 16:50 Interview techniques and role plays P. Mbango
16:50 - 17:00 Recap B. Bock
Time Activities Who
Day 3: Wednesday, 9 May 2012
8:30 - 9:00 Ethical Protocol R. Mouton
9:00 - 9:30 Sampling and screening on interviewees K. Millington
9:30 - 13:00 Questionnaire familiarization and role plays R. Mouton
13:00 - 14:00 Lunch Break
14:00 - 15:30 Role-plays B. Bock
15:30 - 15:50 Tea Break
15:50 - 16:50 Questionnaire familiarization and preparation for pre-test
R. Mouton
16:50 - 17:00 Recap B. Bock
72
Time Activities Who
Day 4: Thursday, 10 May 2012
8:30 - 9:00 Depart from Training Venue for Pilot Test Team
9:00 – 13:00 Pilot Test Team
13:00 - 14:00 Lunch Break
14:00 - 15:30 Pilot Test Team
15:30 - 15:50 Tea Break
15:50 - 16:50 Pilot Test Team
16:50 - 17:00 Travel back to Windhoek P. Mbangu
Time Activities Who
Day 5: Friday, 11 May 2012
8:30 - 13:00 Discuss outcome of Pilot Test R. Mouton
13:00 - 14:00 Lunch Break
14:00 - 15:30 Do’s and don’ts during fieldwork P. Mbangu
15:30 - 15:50 Tea Break
15:50 - 17:00 Assessment of all Trainees
(see Section 4.6 below) R. Mouton
Time Activities Who
Day 6: Saturday, 12 May 2012
Questionnaires go for printing
8:30 – 13h00 Translations R. Mouton
13:00 - 14:00 Lunch Break
14:00 - 15:30 Translations R. Mouton
15:30 - 15:50 Tea Break
15:50 - 16:50 Translations R. Mouton
16:50 - 17:00 Inform those trainees who will be requested to be on stand-by
R. Mouton
73
Time Activities Who
Day 7: Monday, 14 May 2012
8:30 - 11:00 One day training with Field Managers and Supervisors only
R. Mouton
11:00 - 13:00 Training in team management, client liaison, planning, quality control, reporting and monitoring
K. Millington
13:00 - 14:00 Lunch Break
14:00 - 15:30 Training in team management, client liaison, planning, quality control, reporting and monitoring
R. Mouton
15:30 - 15:50 Tea Break
15:50 - 16:50 Training in team management, client liaison, planning, quality control, reporting and monitoring
K. Millington
16:50 - 17:00 Training in team management, client liaison, planning, quality control, reporting and monitoring
R. Mouton
74
Training Assessment 1) What is the main objective of the Tourist Exit Survey? (1)
____________________________________________________________________________________________________________________________________________
2) What is meant by validity of data? (2)
____________________________________________________________________________________________________________________________________________
3) What is meant by reliability? (2)
____________________________________________________________________________________________________________________________________________
4) What is the definition of a tourist? (2)
____________________________________________________________________________________________________________________________________________
5) Who should be interviewed as part of the Tourist Exit Survey? (3)
____________________________________________________________________________________________________________________________________________
6) Who should not be interviewed as part of the Tourist Exit Survey? (4)
____________________________________________________________________________________________________________________________________________
7) What is the total sample size for this survey? (1)
__________________________________________________________________________________________________________________________________________
8) Which border posts are included in this survey? (7) __________________________________________________________________________________________________________________________________________
9) How many survey periods are there? (1)
__________________________________________________________________________________________________________________________________________
10) Questionnaire specific questions (to be developed closer to the time when
questionnaire is finalised).