Visitor Experience and Expectations Research (VEER) 2016-17 - … Us/Documents/2016 17... ·...
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Visitor Experience and Expectations Research (VEER)2016-17- Aboriginal Tourism
August 2017
Significant difference testing has been included throughout this report. The green squares /upward
pointing arrows represent a significantly higher score and the red squares/downward pointing arrows
represent a significantly lower score at 95% confidence level. Significant difference testing has been shown between years and 2016-17 total against visitor type
subgroups
Comparison
The survey involved 400 face to face intercept interviews with international and interstate visitors on holiday in WA
for 2 or more nights and Western Australian residents who were currently on a WA short break/holiday or who
had holidayed in WA in the past 6 weeks.
SampleThe research objective was to better understand visitor
experiences in Western Australia. The survey measuredvisitors experiences, expectations and general thoughts of
WA and their holiday. This document reports on findings related to Aboriginal Tourism experiences only.
Objective
BACKGROUND AND METHODOLOGY
Fieldwork was conducted by Thinkfield in 2016-17 over three waves using a 10 minute survey.
Wave 1: October 3 – October 30, 2016 Wave 2: January 6 – February 8, 2017
Wave 3: April 8 – May 1, 2017
Timeline
Total Intrastate Interstate InternationalKings Park 80 20 21 39
City of Perth 71 15 35 21Perth Visitor Centre 23 1 6 16
Elizabeth Quay 59 15 25 19Fremantle 46 12 15 19Mandurah 37 31 5 1
Other Perth 84 39 19 26TOTAL 400 133 126 141
Sample Structure
TNS Australia Pty Ltd (trading as Kantar TNS) is ISO accredited to 20252:2012 and is compliant with this internal quality standard. This report has been conducted in accordance with ISO 20252:2012 international standards.
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Aboriginal Experience
Visitor interest in an Aboriginal activity or experience continued to far outweigh participation in the tourism offer in 2016-17. Over the past five years interest has grown 19% while participation has declined 5%. Currently the gap sits at a massive 57% difference between interest and actual participation.
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Overall Interest and Participation in Aboriginal Tourism– by Year
%
SOURCE: Q12. Which of the following Aboriginal activities or experiences have/did you participate/d in during your holiday in Western Australia?Q13. And which of these experiences or activities would you be interested in, if they were easily accessible in Western Australia?BASE: All respondents, 2016-17 n=400; 2015-16 n=400; 2014-15 n=401; 2013/14 n=400; 2012-13 n=400.
2622 21 24 21
5966
7479 78
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
Total participation
Total interest
33 44 53 55 57
International visitors had the highest participation rates in Aboriginal tourism, whilst surprisingly intrastate visitors have the greatest interest. Going on a tour with an Aboriginal guide is seen as the most appealing tourism offer but recorded very low participation. Aboriginal galleries and viewing of arts/crafts was the most common activity participated in. Visitors indicated that most activities were free.
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2016-17 Interest and Participation in Aboriginal Tourism– by Visitor Type
%
SOURCE: Q12. Which of the following Aboriginal activities or experiences have/did you participate/d in during your holiday in Western Australia?Q13. And which of these experiences or activities would you be interested in, if they were easily accessible in Western Australia?BASE: All respondents n=400; Intrastate visitors n=133; Interstate visitors n=126; International visitors n=141.
34
29
31
34
25
25
28
22
21
15
1
1
4
9
2
3
7
2
2
0
Go on tour with an Aboriginal guide
Saw Aboriginal dance, theatre orperformance
Visit an Aboriginal cultural centre
Visit an Aboriginal gallery
Experience Aboriginal interpretation on atour
Saw an Aboriginal site or Aboriginalcommunity
Saw any Aboriginal art, craft or culturaldisplay
Purchase Aboriginal art, craft orsouvenirs
Have some other interaction withAboriginal people
Stay in Aboriginal accommodation
Intrastate Interstate International
85 68 79
11 26 27
Interested
Participated
Interested Participated21
78
Total
2016-17 Participation in Aboriginal Tourism
%Gap
33
28
27
25
23
22
21
20
19
15
33
31
36
33
28
21
29
24
21
17
1
1
5
17
2
2
6
2
3
0
Intrastate visitors have the greatest interest versus participation gaps amongst all visitor types. They are the most interested audience, yet the one which participates in Aboriginal tourism the least.
41
34
30
40
25
31
32
27
20
17
1
0
2
2
2
2
5
2
1
0
Go on tour with an Aboriginal guide
Saw Aboriginal dance, theatre orperformance
Visit an Aboriginal cultural centre
Visit an Aboriginal gallery
Experience Aboriginal interpretation on atour
Saw an Aboriginal site or Aboriginalcommunity
Saw any Aboriginal art, craft or culturaldisplay
Purchase Aboriginal art, craft orsouvenirs
Have some other interaction withAboriginal people
Stay in Aboriginal accommodation
6
34
29
31
34
25
25
28
22
21
15
1
1
4
9
2
3
7
2
2
0
Gap
40
34
28
38
23
29
27
25
19
17
Gap
33
28
27
25
23
22
21
20
19
15
Gap
32
30
31
16
26
19
23
22
18
17
SOURCE: Q12. Which of the following Aboriginal activities or experiences have/did you participate/d in during your holiday in Western Australia?Q13. And which of these experiences or activities would you be interested in, if they were easily accessible in Western Australia?BASE: All respondents n=400; Intrastate visitors n=133; Interstate visitors n=126; International visitors n=141.
2016-17 Interest and Participation – by Visitor Type
%
Interested Participated
In 2016-17 the North West region had the greatest proportion of participation in an Aboriginal experience or activity. Perth and the South West received the lowest levels of participation, likely due to low availability of this tourism offer in the region.
7
21
61
36
33
24
20
Total
North West
Coral Coast
Golden Outback
Perth
South West
2016-17 Participation in Aboriginal Tourism– by Regions visited
SOURCE: Q12. Which of the following Aboriginal activities or experiences have/did you participate/d in during your holiday in Western Australia?Q13. And which of these experiences or activities would you be interested in, if they were easily accessible in Western Australia?BASE: All respondents n=400. Visitors to North West n=18, Coral Coast n=58, Golden Outback n=43, Perth n=298, South West n=133. *Please note small base size for North West.
%
For those visitors who had participated in an Aboriginal activity, the experience continues to be very positive. A significant increase in satisfaction was recorded in 2016-17, with a higher proportion selecting ‘excellent’, ‘very good’ or ‘good’. This was driven by a greater number selecting ‘good’ as oppose to ‘fair’.
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Overall Aboriginal Experience– by Year
%
SOURCE: Q14. And using this scale, can you please rate overall the Aboriginal activities and experiences you experienced in Western Australia?BASE: All respondents who participated in an Aboriginal activity, 2016-17 n=85; 2015-16 n=95; 2014-15 n=83; 2013-14 n=86; 2012-13 n=102.
8983
90 9195
4640
4953
49
1117
10 95
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
Nett: Fair/ Poor
Nett: Excellent/ Very Good
Nett: Excellent/Very Good/ Good
International visitors were more likely to describe their Aboriginal experience as ‘excellent’, however Intrastate visitors recorded the highest levels of overall satisfaction.
9
4
7
6
1
3
46
29
58
43
36
57
24
39
13
7
12
16
49
64
36
55
Total (400)
Intrastate (126)
Interstate (133)
International (141)
2016-17 Aboriginal Experience– by Visitor Type
%
SOURCE: Q14. And using this scale, can you please rate overall the Aboriginal activities and experiences you experienced in Western Australia?BASE: All respondents n=85; Intrastate visitors n=14; Interstate visitors n=33; International visitors n=38. *Note small base size
Poor Fair Very good ExcellentGood
Top 2 Box
27
25
21
12
7
Good information / explanation /demonstration
Interesting / unique / unusual
Enjoyed art / culture
Good people
General / other positive aspect
10
SOURCE: Q15. What was the man thing that was poor/fair? What was good/excellent? FIRST RESPONSE ONLYBASE: Respondents who had participated in an Aboriginal activity n=85.
2016-17 Aboriginal Experience– Those who participated
%
Participants of Aboriginal tourism most enjoyed the information provided by their experience or activity, as well as the unique and different offering.
“Informative and educational.”
“Learning things we didn't know about the aboriginal prison on Rottnest.”
“Presentation of the Great Southern Museum in Albany was excellent.”
“It was interesting talking to them.”
“Everything was beautiful, outstanding and unusual.”
“Different culture that we have never seen before.”
“Interesting painting.”
“The colours of the painting.”Mentions 5% of more shown.
27
20
20
14
10
Not available
Not the reason for this trip
No time
Have previous experiences
Not interested
11
SOURCE: Q16. Can I ask why you chose to not participate in Aboriginal activities or experiences? FIRST RESPONSE ONLYBASE: Respondents who had not participated in an Aboriginal activity n=315.
2016-17 Deterrent of Aboriginal Experience– Did not participate
%
Visitors who had not participated in Aboriginal tourism cited the availability of activities and experiences as the key deterrent for participation. Over a quarter (27%) described how they had attempted to participate but were unable to due to sites being closed, not knowing where to find them, or nothing being available where they were visiting. The supply offering therefore does not appear to be matching the increase in demand for this type of tourism.
“Nothing came up when we travelling, one area closed.”
“Tried the cultural centre twice but it was closed when supposed to be open”.
“Don’t know how to get to them”
“Wasn't deliberate just wasn't available.”
“We weren't in areas where there was access to them.”
“We were there for a rest not for sight seeing.”
“Had other things on my agenda.”
“Not here long enough in Western Australia.”
“It was a brief stay.”Mentions 5% of more shown.
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SOURCE: Q17. Why are you not interested in participating in an Aboriginal activity or experience in Western Australia?Why are you not interested in participating in another Aboriginal activity or experience in Western Australia?BASE: Respondents who were not interested in an Aboriginal activity n=75 and those who were not interested in an Aboriginal activity because they have previously had experience n=15.
2016-17 Deterrent of Aboriginal Experience– Not interested
%
For those who were not interested in participating in an Aboriginal activity or experience, the main reason cited was due to having a previous experience, or a lack of enthusiasm to participate.
Not interested in participating 45%
Have had previous experiences 40%
Did not have the time to participate 11%
1
2
3
2016-17 Deterrent of Aboriginal Experience– Not interested (those who have previously participated)
%
Have had previous experiences
Not interested in participating
1
2
“Doesn’t take my fancy.”
“Don’t enjoy things like this.”
“I’ve done it before, been to Alice Springs, Kununurra and Ayres Rock.”
“We’ve done it all before.”
“Done it elsewhere.”
“Seen it all in the Northern Territory.”
“Only here for four days so no time.”
“Don’t have time.”
Base size too small to report %
Base size too small to report %