Guam Visitors Bureau · PDF fileQtr1 (Oct16-Dec16) Qtr2 (Jan17-Mar17) Qtr3 (Apr17-Jun17) Qtr4...

Guam Visitors BureauHong Kong Visitor Tracker Exit Profile

& Market Segmentation Report

FY2017

QTR.4 (JULY - SEPT 2017)

Prepared by: Anthology ResearchInformation contained herein is the property of the Guam Visitors

Bureau. The use of this information, in part or in whole, shall require

written permission from the Guam Visitors Bureau.

Background and Methodology

• All surveys were partially interviewer administered, as well as

self-administered. Upon completion of the surveys,

Anthology’s professional Chinese speaking interviewers

double-checked each questionnaire for consistency and

completeness, while the respondent is present.

• A total of 122 departing Chinese visitors were randomly

interviewed at the Guam A.B. Wonpat International Airport’s

departure and waiting areas.

• The margin of error for a sample of 122 is +/- 8.87 percentage

points with a 95% confidence level. That is, if all Chinese

visitors who traveled to Guam in the same time period were

asked these questions, we can be 95% certain that their

responses would not differ by +/- 8.87 percentage points.

2

Objectives

• To monitor the effectiveness of the Hong Kong

seasonal campaigns in attracting Chinese visitors,

refresh certain baseline data, to better understand

the nature, and economic value or impact of

each of the targeted segments in the Hong Kong

marketing plan.

• Identify significant determinants of visitor

satisfaction, expenditures and the desire to return

to Guam.

3

Key Highlighted Segments

• The specific objectives were:

– To determine the relative size and expenditure behavior of

the following market segments:

• FITs (Q7)

• Honeymoon (Q5A)

• Family (Q6)

– To identify the most significant factors affecting overall

visitor satisfaction.

– To identify (for all Chinese visitors) the most important

determinants of on-island spending

4

Key Highlighted Segments

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)

Qtr3 (Apr17-

Jun17)

Qtr4 (Jul17-

Sept17)

FITs 85% 62%

Family 60% 66%

Honeymoon 5%

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

5

SECTION 1

PROFILE OF RESPONDENTS

Marital Status

Married71%

Single29%

7

Marital status – FY2017 Tracking

56%

71%

44%

29%

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

Qtr1 (Oct16-Dec16) Qtr2 (Jan17-Mar17) Qtr3 (Apr17-Jun17) Qtr4 (Jul17-Sept17)

Married Single

8

Marital status – Key Segments

9

Age

6%

58%

22%

9%5%

0%

10%

20%

30%

40%

50%

60%

70%

18-24 25-39 40-49 50-59 60+

MEAN = 37.18

MEDIAN = 36

10

Age – FY2017 Tracking

Qtr1 (Oct16-

Dec16)Qtr2 (Jan17-Mar17) Qtr3 (Apr17-Jun17) Qtr4 (Jul17-Sept17)

MEAN 33.16 37.18

MEDIAN 31 36

0

5

10

15

20

25

30

35

40

45

50

11

Age – Key Segments

12

Annual Household Income

23%

31%

19%

24%

1% 2%

0%

5%

10%

15%

20%

25%

30%

35%

EXCHANGE RATE HKD 7.81=$1

13

Annual Household Income –

Key Segments

14

Travel Party

15

47%

29%

22%20%

14%

7%4%

2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Travel Party - Children

3%

9%

18%

5%

0%

5%

10%

15%

20%

25%

0-2 Years old 3-6 Years old 7-11 Years old 12-18 Years old

29% TRAVELING WITH A CHILD

16

Trips to Guam

First time84%

Repeat16%

17

Trips to Guam – FY2017 Tracking

91%84%

9%16%

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1


First Repeat

18

Trips to Guam – Key Segments

19

Length of Stay

6%

23%

71%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

One to two nights Three nights Four or more nights

MEAN NUMBER OF NIGHTS = 4.29

MEDIAN NUMBER OF NIGHTS = 4

20

Length of Stay – FY2017 Tracking


MEAN 4.89 4.29

MEDIAN 5 4

0

1

2

3

4

5

6

7

8

21

Length of Stay – Key Segments

22

Occupation – Top Responses (10%+)

36%

25%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Company: Non-mgr Professional/ Specialist

23

SECTION 2

TRAVEL PLANNING

Organized Group Tour

25

Organized Group Tour

16%

No84%

Organized Group Tour– Tracking

26

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)

Qtr3 (Apr17-

Jun17)

Qtr4 (Jul17-

Sept17)

Organized Group Tour 9% 16%

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

Travel Arrangements- Sources

27

32%30%

25%

12%

0%

5%

10%

15%

20%

25%

30%

35%

Online 3rd Party

travel site

Direct - air/ hotel Trvl Agt/ Co-

specializing pkg

tours

Online travel

agent/ Co-

specializing pkg

tours

Travel Arrangements- Sources

28

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)

Qtr3 (Apr17-

Jun17)

Qtr4 (Jul17-

Sept17)

Online travel agent 5% 12%

Trvl Agt/ Co- Pkg Tour 10% 25%

Online 3rd Party 42% 32%

Direct Air/ Hotel 43% 30%

0

0.1

0.2

0.3

0.4

0.5

0.6

Prepaid Pkg Trip

29

Prepaid Pkg54%

No46%

Prepaid Pkg Trip

30

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)

Qtr3 (Apr17-

Jun17)

Qtr4 (Jul17-

Sept17)

Prepaid Pkg Trip 37% 54%

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

Accommodations (Top Responses)

13%11% 10% 9%

7%5%

5.25

4.15

5.00

3.73

4.33

3.33

1.00

2.00

3.00

4.00

5.00

6.00

0%

5%

10%

15%

20%

25%

30%

35%

Fiesta Resort Hilton

Guam

Resort

PIC Westin

Resort

Private

Home-

Friend/

Relative

Sheraton

Laguna

Stayed At Length of Stay

31

Travel Motivation (Top Responses)

7%

7%

9%

11%

12%

14%

15%

21%

23%

24%

63%

0% 10% 20% 30% 40% 50% 60% 70%

Married/ Wedding

Career Cert

Price

Safe

No Visa

Recommendation

Scuba

Water sports

Relax

Shopping

Natural beauty

32

Travel Motivation – Key Segments

33

SECTION 3

EXPENDITURES

Prepaid Expenditures

• $2,205.63 = overall mean average prepaid

expense (for entire travel party size) by

respondent

• $1,058.48 = overall mean average per person

prepaid expenditures

EXCHANGE RATE HKD 7.81=$1

35

Prepaid Entire Travel Party – FY2017

Tracking


MEAN $1,977.61 $2,205.63

MEDIAN $1,542.00 $1,536.00

0

500

1000

1500

2000

2500

3000

36

Prepaid Per Person– FY2017 Tracking


MEAN $1,138.13 $1,058.48

MEDIAN $964.00 $854.00

0

500

1000

1500

37

Prepaid Per Person– Key Segments

38

Prepaid Expenses by Category – MEAN

Entire Travel Party

$1,632.31

$1,802.97

$928.19 $914.21

$307.70

$57.50

$184.66

$478.45

$752.61

$0.00

$200.00

$400.00

$600.00

$800.00

$1,000.00

$1,200.00

$1,400.00

$1,600.00

$1,800.00

$2,000.00

Air/ Hotel

pkg

Air/

Hotel/

Meal pkg

Air Only Hotel

Only

Hotel/

Meal

F&B Hotel Ground

Trans-

China

Ground

Trans-

Guam

Optional

Tour

Other

39

Prepaid– FY2017 TrackingAirfare & Accommodation Packages


MEAN $1,312.87 $1,632.31

MEDIAN $900.00 $1,184.00

0

500

1000

1500

2000

2500

3000

40

Prepaid– FY2017 TrackingAirfare & Accommodation W/ Meal Packages


MEAN $1,473.54 $1,802.97

MEDIAN $1,221.00 $1,428.00

0

500

1000

1500

2000

2500

3000

3500

4000

41

Prepaid– FY2017 TrackingAirfare Only


MEAN $560.33 $928.19

MEDIAN $386.00 $608.00

0

500

1000

1500

42

Prepaid– FY2017 TrackingAccommodations Only


MEAN $693.10 $914.21

MEDIAN $450.00 $461.00

0

200

400

600

800

1000

1200

1400

1600

43

Prepaid– FY2017 TrackingAccommodations w/ Meal Only


MEAN $1,391.39

MEDIAN $964.00

0

200

400

600

800

1000

1200

1400

1600

44

Prepaid– FY2017 TrackingFood & Beverage in Hotel


MEAN $366.78 $307.70

MEDIAN $199.00 $128.00

0

200

400

600

800

1000

45

Prepaid– FY2017 TrackingGround Transportation – Hong Kong

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)

Qtr3 (Apr17-

Jun17)

Qtr4 (Jul17-

Sept17)

MEAN $43.87 $57.50

MEDIAN $28.00 $38.00

0

10

20

30

40

50

60

70

80

90

100

110

120

130

140

150

46

Prepaid– FY2017 TrackingGround Transportation - Guam

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)

Qtr3 (Apr17-

Jun17)

Qtr4 (Jul17-

Sept17)

MEAN $189.26 $184.66

MEDIAN $129.00 $128.00

0

50

100

150

200

250

300

47

Prepaid– FY2017 TrackingOptional tours/ Activities


MEAN $500.12 $478.45

MEDIAN $386.00 $384.00

0

100

200

300

400

500

600

700

800

900

1000

48

On-Island Expenditures


expense (for entire travel party size) by

respondent

• $708.05 = overall mean average per person

prepaid expenditures

49

On-Island Entire Travel Party –

FY2017 Tracking


MEAN $2,827.64 $1,240.69

MEDIAN $1,309.00 $1,000.00

0

250

500

750

1000

1250

1500

1750

2000

2250

2500

2750

3000

3250

3500

50

On-Island Per Person – FY2017 Tracking

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)

Qtr3 (Apr17-

Jun17)

Qtr4 (Jul17-

Sept17)

MEAN $1,775.08 $708.05

MEDIAN $750.00 $500.00

0

250

500

750

1000

1250

1500

1750

2000

51

On-Island Per Person – Key Segments

52

Per Person MEAN expenditures – FY2017 Tracking

On-Island/ Prepaid

Qtr1 (Oct16-


On-Island $1,775.08 $708.05

Prepaid $1,138.13 $1,058.48

0

250

500

750

1000

1250

1500

1750

2000

53

On-Island Per Day Spending – FY2017 Tracking

MEAN

Qtr1 (Oct16-


Per Person $375.07 $185.64

Travel Party $611.20 $315.34

0

100

200

300

400

500

600

700

800

54

On-Island Expenses by Category – MEAN

Entire Travel Party

$65.09

$109.68

$213.73$224.21

$283.11

$233.63

$123.40$112.59

$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

$300.00

F&B Hotel F&B Fast

Food/

Conv

Store

F&B

Restaurant

Optional

Tour

Gift- Self Gift-

Others

Local

Trans

Other

55

On-Island – FY2017 TrackingFood & Beverage - Hotel

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)Qtr3 (Apr17-Jun17)

Qtr4 (Jul17-

Sept17)

MEAN $109.44 $65.09

0

25

50

75

100

125

150

56

On-Island – FY2017 TrackingFood & Beverage – Fast Food/ Convenience Store


MEAN $164.76 $109.68

0

25

50

75

100

125

150

175

200

57

On-Island – FY2017 TrackingFood & Beverage – Restaurant/ Drinking Est Outside Hotel


MEAN $398.63 $213.73

0

50

100

150

200

250

300

350

400

450

500

58

On-Island – FY2017 TrackingOptional tour/ Activities


MEAN $526.02 $224.21

0

50

100

150

200

250

300

350

400

450

500

550

600

59

On-Island – FY2017 TrackingGift/ Souvenir – Self/ Companion

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)Qtr3 (Apr17-Jun17) Qtr4 (Jul17-Sept17)

MEAN $242.41 $283.11

0

100

200

300

400

500

600

700

60

On-Island – FY2017 TrackingGift/ Souvenir – Friends/ Family


MEAN $165.03 $233.63

0

100

200

300

400

500

61

On-Island – FY2017 TrackingLocal Transportation


MEAN $181.76 $123.40

0

50

100

150

200

250

300

62

On-Island – FY2017 TrackingOther Not Included

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)Qtr3 (Apr17-Jun17) Qtr4 (Jul17-Sept17)

MEAN $98.18 $112.59

0

100

200

300

400

500

63

TOTAL (On-Isle + Prepaid) Expenditures

Per Person


expense by respondent/ Per Person

64

TOTAL Per Person Expenditures –

FY2017 Tracking

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)

Qtr3 (Apr17-

Jun17)

Qtr4 (Jul17-

Sept17)

MEAN $2,913.21 $1,766.54

MEDIAN $2,035.00 $1,484.00

0

250

500

750

1000

1250

1500

1750

2000

2250

2500

2750

3000

3250

3500

65

TOTAL Per Person Expenditures –

Key Segments

66

GUAM AIRPORT EXPENDITURE –

FY2017 Tracking


MEAN $76.36 $104.34

0

50

100

150

200

67

SECTION 4

VISITOR SATISFACTION

BEHAVIOR

OVERALL SATISFACTION

13%

20%

5.56 5.62

0

1

2

3

4

5

6

7

0

0.1

0.2

0.3

0.4

0.5

0.6

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)

Qtr3 (Apr17-Jun17) Qtr4 (Jul17-

Sept17)

Very Satisfied (Top Box) MEAN (7pt Scale)

69

Positive Aspect of Trip

70

2%

3%

3%

4%

7%

10%

10%

16%

20%

25%

0% 5% 10% 15% 20% 25% 30%

Safety

Shopping

Event- Fam/Fr

Event- Self

Climate

Pkg tour/ activity

Friendly/ Warm ppl

Natural beauty

Relaxing

Beach/ Ocean

Negative Aspect of Trip

71

2%

3%

4%

5%

5%

6%

7%

8%

25%

29%

0% 5% 10% 15% 20% 25% 30% 35%

Accommodations

Ground Trans

Food- quality

Food- variety

Traffic

Language

Activities/ Attractions

Local culture

Expensive/ Cost

Nothing

Guam was better than expected

27%

32%

5.64 5.60

0

1

2

3

4

5

6

7

0

0.1

0.2

0.3

0.4

0.5

0.6

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)


Sept17)

Strongly agree MEAN (7pt Scale)

72

I had no communication problems

34% 35%

5.88 5.76

0

1

2

3

4

5

6

7

0

0.1

0.2

0.3

0.4

0.5

0.6

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)


Sept17)


73

I will recommend Guam to friends

38%36%

5.81 5.73

0

1

2

3

4

5

6

7

0

0.1

0.2

0.3

0.4

0.5

0.6

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)


Sept17)


74

Sites on Guam were attractive

31%34%

5.62 5.51

0

1

2

3

4

5

6

7

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)


Sept17)


75

I plan to visit Guam again

25%

32%

5.25 5.37

0

1

2

3

4

5

6

7

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)


Sept17)


76

Not enough night time activities

11% 12%

4.574.93

0

1

2

3

4

5

6

7

0

0.1

0.2

0.3

0.4

0.5

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)


Sept17)


77

Tour guides were professional

18%

25%

5.135.38

0

1

2

3

4

5

6

7

0

0.1

0.2

0.3

0.4

0.5

0.6

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)


Sept17)


78

Tour drivers were professional

23%27%

5.32 5.52

0

1

2

3

4

5

6

7

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)


Sept17)


79

Taxi drivers were professional

22% 22%

5.31 5.31

0

1

2

3

4

5

6

7

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)


Sept17)


80

Taxis were clean

21%24%

5.48 5.38

0

1

2

3

4

5

6

7

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)


Sept17)


81

Guam airport was clean

22%

32%

5.53 5.68

0

1

2

3

4

5

6

7

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)


Sept17)


82

GENERAL SATISFACTION

31% 31%

13%

5.495.76

4.75

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

0%

10%

20%

30%

40%

50%

60%

70%

80%

Ease of getting

around

Safety walking at

night

Price of things on

Guam


83

GENERAL SATISFACTION –Quality/ Cleanliness

44%

62%52% 53% 54%

47%41%

6.03 6.27 6.15 6.19 6.16 5.98 5.74

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

0%

10%

20%

30%

40%

50%

60%

70%


84

ACCOMMODATIONS –OVERALL SATISFACTION

15%

24%

4.975.32

0

1

2

3

4

5

6

7

0

0.1

0.2

0.3

0.4

0.5

0.6

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)


Sept17)


85

ACCOMMODATIONS –Satisfaction by Category

20%

28%

14%

23%

14%20%

37% 35%

16%

5.27 5.515.03

5.344.99

5.305.69 5.67

5.12

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

0%

5%

10%

15%

20%

25%

30%

35%

40%


86

DINING EXPERIENCE (Outside Hotel) –Satisfaction by Category

17%

24%21%

25%

38% 38%

18%

5.355.58 5.48 5.56

5.83 5.85

5.32

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

0%

5%

10%

15%

20%

25%

30%

35%

40%

Furnishings Cleanliness Food-

Quality

Food-

Quantity

Staff Service Value


87

Shopping Malls/ Stores (Top Responses)

76%71%

53%50%

40% 40%36%

26% 24% 23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

DFS

Galleria

ABC

Store

K-Mart Macys Guam

Premium

Outlet

Ross Micro

Mall

Tumon

Sands

JP Super The

Plaza

88

SHOPPING - SATISFACTION

21% 20%

5.33 5.22

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

0%

10%

20%

30%

40%

50%

60%

QUALITY VARIETY


89

OPTIONAL TOUR PARTICIPATION –

FY2017 Tracking

86%

75%

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1


90

Optional Tour Participation

(Top Responses)

33%

14% 13% 12% 11% 11% 11%9% 8% 8% 8% 7% 7%

5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

91

Optional Tour Satisfaction

Top Responses only - Participation (10%+)

25%

53%

6%

27%

62%

31%38%

5.48

6.12

4.88

6.07 6.155.77

6.23

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Fish Eye

Marine

Park

Flight

School

Chamorro

Night Mkt

Snuba Skydive Atlantis

Sub

Alupang

BC

Very Satisfied (Top Box) MEAN (7pt Scale)92

DAY TOUR - SATISFACTION

33%

27%

5.84 5.68

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

0%

10%

20%

30%

40%

50%

60%

70%

80%

QUALITY VARIETY


93

NIGHT TOUR - SATISFACTION

16% 16%

5.25 5.10

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

0%

10%

20%

30%

40%

50%

60%

QUALITY VARIETY


94

Activities Participation (Top Responses)

84%

66%61%

57%

48%

31%27%

18%15% 14%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

95

SECTION 5

PROMOTIONS

INTERNET- GUAM SOURCES OF

INFORMATION

76%

21% 20% 18%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Search

Engines

Blogs Social

Networks

Forums Q&A Sites

97

INTERNET- SOURCES OF INFORMATION

Things to do on Guam

51%48%

18% 17%14%

11% 10%6%

3%

0%

10%

20%

30%

40%

50%

60%

98

INTERNET- SOURCES OF INFORMATION

GVB

42%

37%

13% 13%

7% 7%5% 5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

99

TRAVEL MOTIVATION

43%

37%

16%12% 10% 8%

3%

0%5%

10%15%20%25%30%35%40%45%50%

100

PRE-ARRIVAL

SOURCES OF INFOMATION

79%

30%

15%9% 9% 7% 5% 5% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

101

PRE-ARRIVAL

SOURCES OF INFORMATION –

Key Segments

102

ONISLE

SOURCES OF INFOMATION

49%

30%27%

18%13% 13% 12%

9% 7% 6%3% 3%

0%

10%

20%

30%

40%

50%

60%

70%

103

ON-ISLE

SOURCES OF INFORMATION –

Key Segments

104

SECTION 6

FUTURE TRAVEL TO GUAM

Will security screening/ immigration at

Guam Airport impact future travel to

Guam?Yes21%

No79%

106

What would it take to make you stay

an extra day on Guam?

34%

28%24%

20% 19%

7%4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

107

FUTURE TRAVEL CONCERNS

65%

27% 26%

19%16%

2% 2%

0%

10%

20%

30%

40%

50%

60%

70%

108

SECTION 7

GUAM CULTURE

EXPERIENCED-

CHAMORRO/ HAFA ADAI SPIRIT

55%

30% 30%28% 27%

17%

0%

10%

20%

30%

40%

50%

60%

Beaches Live music Socializing

w/ locals

Night Market

event

Did NOT

experience

Chamorro

cuisine

110

EXPERIENCED-

OTHER CULTURAL ACTIVITY/EVENTS

61%

25% 25%20% 20%

7%

0%

10%

20%

30%

40%

50%

60%

70%

Two Lovers Pt Chamorro

Cultural

Entertainment

Did NOT

experience

Chamorro

Village

Guam

Museum

Valley of the

Latte

111

SOURCES OF INFORMATION-

CULTURAL ACTIVITY/EVENTS

57%

39%

28%26%

4%2%

0%

10%

20%

30%

40%

50%

60%

Internet Travel

agency

Travel

guides/

brochures

Family/

Friends

Hotel staff Newspaper/

Magazine

112

8%

13%

3.603.76

0

1

2

3

4

5

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.45

0.5

Qtr1 (Oct16-

Dec16)

Qtr2 (Jan17-

Mar17)

Qtr3 (Apr17-

Jun17)

Qtr4 (Jul17-

Sept17)

Excellent MEAN (5pt Scale)

SATISFACTION-


113

OBSTACLES-


39%

26% 26%

19%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Scheduling Did not know

where

Did not want to Unaware

114

ADVANCED STATISTICS

Analysis Technique

• Dependent variables: total per person on island

expenditure and overall satisfaction (numeric)

• Independent variables are satisfaction with

different aspects of trip to Guam (numeric).

• Use of linear stepwise regression to derive

predictors (drivers) of on-island expenditure and

overall satisfaction, Since both the independent

and dependent variables are numeric.

• This determines the significant (p=<.05)drivers

and the percentage of the dependent variables

accounted for by each significant predictor and

by all of them combined.

116

Drivers- Overall Satisfaction

117

Comparison of Drivers of Overall Satisfaction, 3rd, 4th Qtr. and Overall

3-4 Qtr. 2017

Drivers:

2nd Qtr 3rd Qtr.

Combined

3-4 Qtr.

2017

rank rank rank

Quality & Cleanliness of beaches & parks

Ease of getting around

Safety walking around at night

Quality of daytime tours 1

Variety of daytime tours 1

Quality of nighttime tours

Variety of nighttime tours

Quality of shopping 3 3

Variety of shopping

Price of things on Guam

Quality of hotel accommodations

Quality/cleanliness of air, sky

Quality/cleanliness of parks 2

Quality of landscape in Tumon

Quality of landscape in Guam

Quality of ground handler 1 2

Quality/cleanliness of transportation vehicles

% of Per Person On Island Expenditures

Accounted For 51.6% 38.3% 41.9%

NOTE: Only significant drivers are included.

Drivers of Overall Satisfaction

• Overall satisfaction with the Hong Kong visitor’sexperience on Guam is driven by one significantfactor in the 4th Quarter 2017 Period. It is:

– Quality of ground handler.

• With this factor the overall r2 is .383 meaning that38.3% of overall satisfaction is accounted for bythis factor.

118

Drivers – On-Isle Expenditures

119

Comparison of Drivers of Per Person On Island Expenditure, 3rd, 4th

Qtr. and Overall 3-4 Qtr. 2017

Drivers:

3rs Qtr 4th Qtr.

Combined

3-4 Qtr.

2017

rank rank rank

Quality & Cleanliness of beaches & parks

Ease of getting around

Safety walking around at night

Quality of daytime tours

Variety of daytime tours

Quality of nighttime tours

Variety of nighttime tours

Quality of shopping

Variety of shopping

Price of things on Guam

Quality of hotel accommodations

Quality/cleanliness of air, sky

Quality/cleanliness of parks

Quality of landscape in Tumon

Quality of landscape in Guam

Quality of ground handler

Quality/cleanliness of transportation vehicles

% of Per Person On Island Expenditures

Accounted For 0.0% 0.0% 0.0%

NOTE: Only significant drivers are included.

Drivers of On-Isle Expenditures

• Per Person On Island Expenditure of Hong Kongvisitors on Guam is driven by no significantfactors in the 4th Quarter 2017 period

120

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