tourism research. measurement of visitor expenditure
TRANSCRIPT
JTB:06/2006
Measurement of Visitor Expenditure in Jamaica
• Method:– exit surveys.
• Procedure:– questionnaire administered by interviewers– data collected:
• for one week each month, throughout the year, at the two international both airports, and
• at the cruise ship piers when there are calls.
– Sampling unit is “head of the party”
JTB:06/2006
Measurement of Visitor Expenditure in Jamaica
• Expenditure category:– accommodation:
• Room, Food
– Food & beverage outside accommodation:• restaurant, nightclubs
– entertainment:• attractions, sports
– transportation:• taxi, car rental, air (inland), transfer, other
JTB:06/2006
Measurement of Visitor Expenditure in Jamaica
• Expenditure category:– shopping:
• in-bond, clothing, straw products & beads, wooden articles, other craft.
– Miscellaneous expenses
JTB:06/2006
Measurement of Visitor Expenditure in Jamaica
• Important Issues:– questionnaire design:
• Sequencing,• Key questions - length of stay, party size, currency • Control - Q6 G• Package information Q.4
– Controlling bias– editing/coding - use of additional information,
treatment of commissions and international airfare.
JTB:06/2006
Measurement of Visitor Expenditure in Jamaica
• Important Issues:– Data analysis
• Accumulate - expenditure, number of persons, person-nights
• Compute three measures - amount per person, amount per person per night, the average length of stay.
• Check for bias in sample
• Do various distributions & cross tabulations
• Estimate gross expenditure = N*Exp/person/night*l
JTB:06/2006
Measurement of Visitor Expenditure in Jamaica
• Important Issues:– Estimating Cruise Passenger Expenditure
• Expenditure Categories:- Food & beverage, attractions, transportation, shopping, other.
• Estimate computed - ‘amount per person’
– treatment of :• pre-paid tours
• percentage of passengers not disembarking
JTB:06/2006
Visitor Expenditure: 2005
91%
6% 3%
Foreign Nationals Non-Resident Jamaicans Cruise Passengers
Total Expenditure, US$1,545 million
JTB:06/2006
Distribution of Visitor Expenditure: 2005All Accommodations
Expenditure Category Amt/person/night Share of TotalUS$ %
Room 37.31 36.0Food & Beverage (in accommodation) 24.14 23.3Food & Beverage (outside accommodation) 3.96 3.8Entertainment 10.95 10.6Transportation 5.58 5.4In-Bond Shopping 3.13 3.0Clothing 2.00 1.9Other Shopping 6.41 6.2Miscellaneous Expenses 10.02 9.7
103.50 100.00
JTB:06/2006
Distribution of Visitor Expenditure:2005
All HotelsExpenditure Category Amt/person/night Share of Total
US$ %Room 57.12 40.4Food & Beverage (in accommodation) 33.49 23.7Food & Beverage (outside accommodation) 3.33 2.4Entertainment 17.01 12.0Transportation 6.20 4.4In-Bond Shopping 4.14 2.9Clothing 2.24 1.6Other Shopping 3.97 2.8Miscellaneous Expenses 14.06 9.9
141.56 100.0
JTB:06/2006
Distribution of Visitor Expenditure:2005
All-Inclusive HotelsExpenditure Category Amt/person/night Share of Total
US$ %Room 56.64 39.9Food & Beverage (in accommodation) 34.35 24.2Food & Beverage (outside accommodation) 1.59 1.1Entertainment 19.09 13.5Transportation 5.11 3.6In-Bond Shopping 4.02 2.8Clothing 2.28 1.6Other Shopping 3.77 2.7Miscellaneous Expenses 15.01 10.6
141.86 100.0
JTB:06/2006
Distribution of Visitor Expenditure:2005
EP Hotels
Expenditure Category Amt/person/night Share of Total
US$ %Room 59.77 42.7Food & Beverage (in accommodation) 28.72 20.5Food & Beverage (outside accommodation) 12.93 9.2Entertainment 5.58 4.0Transportation 12.23 8.7In-Bond Shopping 4.83 3.4Clothing 2.04 1.5Other Shopping 5.09 3.6Miscellaneous Expenses 8.85 6.3
140.04 100.0
JTB:06/2006
Average Expenditure Per Person Per Night by Month
91
110 110116
124
97
71
10595
81
113106
0
20
40
60
80
100
120
140
J F M A M J J A S O N D
US$
JTB:06/2006
Expenditure By Package/Non-Package Tour
$128
$90 $82
$0
$20
$40
$60
$80
$100
$120
$140
Per/
Pers
on/N
ight
U
S$
Package Non-Package Not Stated
JTB:06/2006
Ave. Expenditure per person per night by Length of Stay
$28
$27
$58$85
$136
$155
$178
$191
$229
$362
$0 $100 $200 $300 $400
1 to 2
4
6
8 to 14
22 to 30
Nig
hts
Amt/person/night
JTB:06/2006
Ave. Expenditure per person per night by Purpose of Visit
$98
$71
$175
$82
$78
$177
$108
$0 $50 $100 $150 $200
Vacation
Honeymoon
Business
Bus./Vac.
Meeting or Convention
Other
Not Stated
Amt/person/night
JTB:06/2006
Ave. Expenditure per person per night by Area of Stay
$128
$128
$128
$77$70
$63
$38
$59
$0 $20 $40 $60 $80 $100 $120 $140
Montego Bay
Ocho Rios
Negril
Port Antonio
Mandeville
Kingston
Other
Not Stated
Amt/person/night
JTB:06/2006
Expenditure By First and Repeat Visitors
$135
$84
$109
$0
$20
$40
$60
$80
$100
$120
$140
US$
First Visit Repeat Visit Not Stated
JTB:06/2006
Ave. Expenditure per person by Country of Origin
$643
$809
$1,200
$1,121
$1,117
$1,082
$838
$665
$0 $200 $400 $600 $800 $1,000 $1,200 $1,400
Other
Latin America
UK
Canada
C. Europe
USA
Japan
Caribbean
Amt/person/night
JTB:06/2006
Ave. Expenditure per person per night by Country of Origin
$95$45
$59
$94
$98
$109
$115
$180
$0 $50 $100 $150 $200
Other
Japan
Caribbean
C. Europe
UK
USA
Canada
Latin America
Amt/person/night
JTB:06/2006
Ave. Expenditure per person by Type of Accommodation
$440
$554
$716
$980
$1,001
$949
$0 $200 $400 $600 $800 $1,000 $1,200
Other
Private Home
Guest House
Apartment
Villa
Hotel
Amt/person/night
JTB:06/2006
Ave. Expenditure per person per night by Type of Accommodation
$58
$40
$69
$70
$125
$142
-$10 $10 $30 $50 $70 $90 $110 $130 $150
Other
Private Home
Guest House
Apartment
Villa
Hotel
Amt/person/night