ves18 vint profile final · 2019. 8. 15. · canada (13%). vancouver island north central 35% south...

Concept and Model This visitor profile was created for Vancouver Island North Tourism, in partnership with the local region and The Sociable Scientists. Between June and September 2018, twenty-five ballot boxes were placed across the region in businesses and operations that visitors frequent. Prompted by an information poster on the Visitor Experience Survey and the chance to win a prize package (upon completion of the survey) provided by tourism operators in the region, visitors could complete a ballot with their name and email address while in the community, then drop it in the ballot box. Approximately two weeks later, The Sociable Scientists sent those visitors an invitation to complete an online survey on their experience in the region. Once the survey was closed at the end of September, The Sociable Scientists analyzed the data, and then created this visitor profile. Open-ended responses are reported in Appendix A; resident responses are reported in Appendix B.

Participation Visitors were intercepted from June to September of 2018. A total of 1, 148 survey invitations went out, and 514 surveys were completed. The response rate was 44.8%. Out of 514 completed surveys, 12 were minors (not used) , and 62 were residents resulting in 440 useable surveys for the Visitor Profile. Resident surveys were analyzed and reported separately (Appendix B).

Visitor Profile

Vancouver Island North – Summer 2018

Visitor Profile VINT 2018

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Visitor origin Figure 2. Visitors were asked to indicate where they live. The pie chart below demonstrates that the majority of survey participants were from British Columbia (73%); 13% were from other parts of Canada; 9% were international visitors (not USA); and 4% were from the USA. The boxes show a breakdown of visitor origin for Vancouver Island (44%), the rest of BC (29%), and the rest of Canada (13%).

Vancouver Island North Central 35% South 30% Central 26% Cowichan 5% Unidentified 3% Pacific Rim 2%

Canada Alberta 43% Ontario 34%

British Columbia Vancouver, Coast & Mountains 75% Thompson Okanagan 12% Cariboo Chilcotin Coast 6% Northern BC 4% Kootenay Rockies 3%

Trip inspiration Figure 1. This above word cloud represents the (unprompted) words visitors used to describe the inspiration for their trip to VIN. The top five responses were nature (43), beauty (27), family (21), exploration (20), ferry (18), and wilderness (17).

Trip purpose When asked about the purpose of their visit, 85% of visitors indicated that their trip was for leisure, 9% said it was for a combination of business and leisure, and 6% said their trip was for business or work.

Canada (other than

BC) 13%

International 9%

BC (other than VI)

29% US 4%

Vancouver Island 45%

Figure 2. Origin of Visitors

I t i s the l u s h g r ee n s

a nd the p ea c e f u l n e s s o f

the e n v i r o n m en t . A lw a y s

a n i n c r e d i b l e p l a c e .

Ne ve r e n o u gh t i m e .


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Travelling companions Figure 3. Visitors were asked to select which categories best described with whom they were travelling. *Responses with 5% or less are not included.

Visitor ages Figure 4. The columns in this graph show the average number of people per group in each age category. The line shows the overall percentage of visitors in each age category. For example, 20% of all groups had at least one person between 20 and 29 years, and on average they had 1.9 people in this age category. *Multiple options could be selected therefore combined total does not equal 100%. The average group size was 3.2; 48% of groups consisted of two or three people, and only 3% had 10 or more people.

We w er e c om i n g b ack to p l ac e we l i v e d . . . T e l e g r a ph Cov e & Po rt

McNe i l l . So , i t i s a l w ay s g o od to c om e home to f r i e nd s a nd w ay o f l i f e

w e g r ew u p w i t h ! ! !

6%

9%

16%

21%

45%

Travelling w adult children

Travelling alone

Travelling w children under 19

Travelling w friend(s)

Travelling w spouse/partner

Figure 3. Travelling companions

2.3 1.9 1.9 1.8 1.6

2.1

3

21% 20% 22% 23% 31% 28% 13%

19 years and under

20 - 29 years 30 - 39 years 40 - 49 years 50 - 59 years 60 - 69 years 70 and above

Figure 4. Range of visitor ages

Average # of people % of visitors


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Between one and six months

39%

Between one week and one

month 28%

More than six months

17%

Spur of the moment

6% Up to one

week in advance

10%

Figure 5. Trip Planning

Sources of information Figure 6. Visitors were asked to indicate which sources of information they used to plan their trip before and during their visit. The top sources of information were friends and relatives (53%), previous personal experience (33%), and Visitor Information Centres (26%). Sources with 10% or less were not included in the graph. *Multiple options could be selected therefore combined total does not equal 100%.

Planning Figure 5. This figure shows how far in advance visitors planned their trip to VIN. The results show that 56% of visitors planned their trip at least one month in advance, and 44% planned their trip less than one month in advance. We p r im a r i l y u s e d t o u r i s m

g u i d e s an d wo rd o f mo uth

f r om f r i e nd s o r s oc i a l

m ed i a acc o u nt s w i th

s i m i l a r i n t e r e s t s . We

a l w ay s s t o p at v i s i t o r

ce nt e r s t o g et a map a nd

u s e the w i f i .

13%13%13%14%15%

20%22%

26%33%

53%

www.vancouverislandnorth.ca

Travel book/brochure

Websites providing traveller reviews (e.g.

Social media

Website of activity/attraction in Vancouver

Website of accommodation provider in

Regional tourism guide

Visitor information centre

Previous personal experience (previous visit)

Friends and relatives

Figure 6. Sources of trip planning information


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Transportation to and from Vancouver Island North (VIN) Figure 8. This figure demonstrates what form of transportation visitors used to get to and from VIN once they had arrived on Vancouver Island (including residents of Vancouver Island). Responses with less than 5% include bus, bicycle, and rental RV.

Transportation to Vancouver Island Figure 7. Visitors were asked to indicate what type of transportation they used to travel to Vancouver Island – results are displayed in the chart to the right and do not include visitors to VIN who reside on Vancouver Island. 4% of visitors or less chose cruise ship, seaplane/float plane, and personal boat. Of the 81% of visitors who arrived by ferry, 34% landed at Departure Bay, 21% at Duke Point, 16% at Swartz Bay, and 14% landed at Port Hardy. Of the 15% who arrived by air, 43% landed at Port Hardy Airport, 25% landed at Victoria International Airport Comox Valley Airport each.

I d i d f i n d that th e d r i v e f r om Nan a i mo t o Po rt McNe i l l w a s ve r y l o ng . I t wo u l d b e

g r e a t i f the r e we r e a f e r r y t o Campb e l l R i v er o r Como x f r o m Va n co u v e r o r T s a ww a s s e n .

A l s o a bu s f r om Comox to Po rt McNe i l w o u l d b e s o g r e at s o that p eo p l e c o u l d f l y

i n t o Com ox an d th e n t ake a b u s t o Po r t McNe i l o r wh e r e ve r e l s e th e y we r e g o i n g .

I wa s n ’ t awa r e o f the n umb er a i r po rt s on the i s l a nd . I b ook ed my f l i g ht t o

Com ox , i f I we r e t o d o i t a g a i n , I ’ d bo ok to Po rt Ha rdy .

Airplane 15%

Ferry 85%

Figure 7. Transportation to Vancouver Island

5%

5%

10%

11%

67%

Personal boat

Airplane

Personal rv

Rental vehicle

Personal vehicle

Figure 8. Transportation to and from VIN


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Length of stay Figure 9. Visitors were asked to indicate how many nights they spent in each region of Vancouver Island. The columns in Figure 9 show the average number of nights that visitors spent in each of the regions they visited, while the line shows the % of visitors that spent at least one night in each of the regions (refer to map for regions). On average, visitors to VIN spent 12.4 nights away from home. *Multiple regions could be selected therefore combined total does not equal 100%.

Nights in Vancouver Island North communities Figure 10. The overnight visitors were given a list of communities within the VIN region, and asked to select where they spent their nights. Communities with 3% or less of responses are not included in this graph. * Multiple communities could be selected therefore combined total does not equal 100%.

For 67% of visitors, VIN was the main destination of their trip, for 30% of visitors it was one of several planned stops but not the main destination, and for 3% it was an unplanned stop on the way to another destination. 46% of respondents were in VIN for the first time and 54% were repeat visitors.

4.9 4.1

3.2 2.5

3.1 3.4

96% 37% 15% 23% 8% 19%

NORTH NORTH CENTRAL

PACIFIC RIM

CENTRAL COWICHAN SOUTH

Figure 9. Length of stay by region

Average # of nights % of visitors who stayed overnight

14% 14%

17% 28%

53%

Alert Bay Sointula

Telegraph Cove Port McNeil Port Hardy

Figure 10. Night(s) in each Vancouver Island North community


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Booking accommodations Figure 12. When asked how they booked their accommodations, 72% of visitors said they booked directly with the accommodation provider. Responses with 3% or less are not included in graph. *Multiple options could be selected therefore combined total does not equal 100%.

Accommodation Figure 11. The bars in this figure show what percentage of visitors stayed in each type of accommodation, and the number in brackets is the average number of nights they stayed. For example, 35% of visitors stayed in a campground and stayed an average of 4.8 nights. 98% of visitors stayed overnight and 2% were in VIN for a day trip only. *Multiple accommodation types could be selected therefore combined total does not equal 100%.

Events Visitors were asked which festivals and/or events they attended during their visit to VIN; 88% of respondents did not attend an event. Of the 12% who did, 30% went to Port Hardy’s FILOMI Days, 28% attended Orcafest in Port McNeill, 22% attended Sointula Salmon Days, and 20% each went to the Telegraph Cove Boardwalk Craft Fair and Port McNeill Canada Day celebrations.

5%

5%

8%

17%

21%

35%

35%

Bed and breakfast (3.1)

On a personal boat (7.5)

Vacation rental/guesthouse (4.3)

Resort/lodge/inn (3.9)

Home of a friend or family member (5.2)

Campground (4.8)

Hotel/motel (2.2)

Figure 11. Nights in accommodation type and % of visitors in accommodation type

9%

11%

72%

Vacation rental booking website

Travel booking website

Booked directly with accommodation

Figure 12. Booking accommodations

Need a w i d e r v a r i et y o f a cc ommo dat i o n s f o r f a m i l i e s - o v e r a l l w e cho s e

A i r b nb bec a u s e m an y o f the othe r s u i t a b l e r e n t a l s ( that had c ook i n g

f a c i l i t i e s t o ke e p c o s t s d ow n ) we re v e r y e xp e n s i v e .


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Activities Figure 14. Visitors to VIN specified which activities their groups participated in during their stay. The top activities were beach activities (52%), and self-guided sightseeing and hiking (each at 46%). Activities with 10% of responses or less have been left out of this graph. *Multiple activities could be selected therefore combined total does not equal 100%.

Attractions Figure 13. Visitors were asked to indicate which tourism attractions they visited during their stay in VIN. The most popular attractions were beaches (71%), and dining out and parks and trails (each at 66%). Attractions with 10% of responses or less have been left out of this graph. *Multiple attractions could be selected therefore combined total does not equal 100%.

22%

23%

28%

40%

42%

44%

52%

66%

66%

71%

Farmers markets

Artisan studios

Art galleries

Museums and/or Interpretive Centres

Historical sites

First Nations facilities, cultural centres, and/or events

Local shops/boutiques

Dining out

Parks and trails

Beaches

Figure 13. Attractions visited

14%

14%

19%

19%

21%

25%

30%

31%

46%

46%

52%

Kayaking

Bear viewing

First Nations cultural tour and/or dance performance

Fishing (salt water)

Bird watching

Boating and/or sailing (ocean or freshwater)

Shopping

Whale watching

Self-guided sightseeing

Hiking

Beach activities

Figure 14. Participation in activities

Gaz i n g i n a w e a t the u tt e r l y go r g eo u s s i g ht s

e v e rywh e r e w e l o oked - m i nd b l o w i n g !


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Figure 17. Average spending per group

$183 Accommodation

$137 Meals

$134 Transportation

$90 Shopping

$65 Entertainment

Spending Figure 17. To gather data on group spending, visitors were asked to report approximately how much their group spent on a typical day during their visit to VIN for each category. The average total spending per group was $609 per day.

Booking activities & attractions Figure 15. When asked how they booked the activities and attractions they participated in, 50% of visitors chose ‘not applicable’, therefore the graph below is based on those who did book an activity and/or attraction.

Food & beverage Figure 16. The most commonly used food and beverage establishments for visitors were café/coffee shop (67%), grocery stores (60%), and restaurants (52%). *Multiple options could be selected therefore combined total does not equal 100%.

9%

11%

32%

45%

Booked with a travel booking website

Booked through a Visitor Information Centre

Booked during my stay with the tour/activity company

Booked ahead of time directly with tour/activity

Figure 15. Booking activities and attractions

22%

25%

28%

34%

41%

52%

60%

67%

Markets

Bakery

Fast food/takeout/food truck

Liquor store

Pub/lounge

Restaurant

Grocery stores

Cafe/coffee shop

Figure 16. Food & beverage establishments utilized

. . . T h e mon e y we s pe n t v i s i t i n g North V a nc o u v e r I s l a nd r e f l e ct s a camp i n g t r i p that

o u r i n t e nt i o n w as t o v i s i t a s ma n y f r e e s i t e s a s po s s i b l e . We w i l l v i s i t No rth

Va n co uv e r I s l an d a g a i n a nd w i l l s pe n d mo r e t i me the r e n e xt t ime .


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Net Promoter Score ® Figure 18. Visitors were asked to rate their likeliness to recommend the VIN region to their family and friends on a scale from “Very Unlikely” (0) to “Very Likely” (10), and their reasons for that score. The people who rate the destination between 0 and 6 are considered detractors, those who rate 7 or 8 or considered passives, and those who rate 9 or 10 are considered promoters. The results show that 61% of visitors are promoters, 17% are passives, and 22% are detractors. The Net Promoter Score (NPS®) for Vancouver Island North is 39.

Enjoyable Figure 19. Visitors were asked to share the most enjoyable part of their trip to VIN in one (unprompted word. Their responses are displayed in the word cloud. The top five words were scenery (32), nature (24), beautiful/beauty (20), and beaches (16),

• Beautiful land that offers unreal access to mostly untouched coastal scenery, adventure, and a slower, relaxed pace of life I have not experienced anywhere else.

• It is gorgeous. However, I might NOT recommend it because part of its attraction is being relatively unknown and unspoiled.

• We had a wonderful time. The natural beauty of Vancouver Island combined with the friendliness of the people we encountered will have us returning again and again. I have already shared my experiences many times and suggested it as THE place to visit!

• Not everybody likes outdoor experiences like we do • Depends on what they prefer for vacation. Peaceful nature scenery getaway camping

adventure yes! Shopping and eating No. • It is remote and there’s not much to do if you don’t like the outdoors, so I wouldn’t

recommend it to people who don’t like camping and being outside. If you like camping it is amazing.

Promoters 61%

Detractors 22%

Passives 17%

Figure 18. Net Promoter Score®


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Importance/performance Figure 20. Visitors were asked to rate the importance of a number of features in their decision to

visit VIN on a scale from “Not At All Important” (1) to “Extremely Important” (5). They were then asked to evaluate each feature based on their actual experience in the region on a scale from “Very Bad” (1) to “Excellent” (5). The graph below shows the average performance of each feature above visitors’ perceptions of importance. The overall satisfaction rating was 4.9 out of 5.

I t w a s o ne o f t he mo s t am a z i n g t r i p s o f my who l e l i f e a n d ha nds d ow n the

mo s t b e a ut i f u l p l a c e o n the who l e i s l a n d . We ar e a l r e ad y p l a nn i n g o u r n ex t

t r i p b a ck a nd p l a n n i n g to s t a y l o n ge r a nd b r i n g f r i e nd s ! !

3.6

3.1

3.8

4.2

4.1

5

4.0

2.4

3.1

4.1

3.4

3.9

3.1

4.5

4.7

4.1

4.7

4.7

4.8

5.0

4.7

3.8

4.1

4.7

4.4

4.4

3.9

4.9

4.9

Quality of accommodation

Variety of dining options

Customer service

Friendliness of people

Safety

Scenic beauty

Coastal climate

Shopping opportunities

Attractions & events

Outdoor recreation activities

Easily accessible location

Value for money

Access to wireless internet (wifi)

Overall atmosphere of the area

Overall satisfaction

Figure 20. Comparison of importance and performance attributes of destination

Performance Importance


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For more information: Joli White

Vancouver Island North Tourism P: 250-902-8281 E: [email protected]

Suggestions for improvements (open-ended feedback) Visitors were asked open-ended questions asking for feedback and suggestions for improvements to the tourism experience in VIN. Responses were themed; the main four are listed below and accompanied by direct quotations from visitors (spelling and grammar have been corrected for readability). More open-ended responses can be found in Appendix A. Information

• Finding local activities and events is a chore. • Hard to find detailed information online to pre-plan a trip. • A printed list of recommended things to do in each town would be great :) • Knowing ahead of time that some businesses are not open on certain days of the week. • A guide for buying and eating local

Food options

• Better range of restaurants, there are more closing than opening since we first came to North Island in 2010

• Try to have a couple more restaurants open after 8:00 p.m. • There needs to be more eating out options in Alert Bay - how can you expect people to make

the trip, and have nowhere open, or suitable for visitors to eat. • It'd be so great if there were an early morning coffee shop for hikers! Cafe Guido was great

but the shuttle leaves earlier than their opening time. Accommodations

• Booked visit during summer and accommodations were very limited, therefore the motel wasn't great.

• Up the accommodations standards • Accommodations were somewhat pricey but overall good value. The area would be more

accessible with a lower price point there however. Ferries

• Ferry service at Port Hardy very slow and inefficiently run. Recommend a review of existing system to speed boarding process.

• The whole Sointula/Alert Bay ferry run is rather confusing when you are trying to spend time on both islands.

• Next time I hope that BC ferries has their new ferry "Sea Wolf" running so we can have a circle tour. They cancelled our reservation of 6 months because they didn't have their ferry ready.

• I was very disappointed in BC Ferries - did not have the "Sea Wolf" running from Bella Coola to Port Hardy at the time I had a reservation. They had to cancel my reservation and I had to change all my holiday plans.

ves18 vint profile final · 2019. 8. 15. · canada (13%). vancouver island north central 35% south...

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