GUAM VISITORS BUREAU

Transcription

1 GUAM VISITORS BUREAU Russia Visitor Tracker Exit Profile FY2013 2ND Qtr. (JAN~MAR 2013) Prepared by: QMark Research Information 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.

2 Background & Methodology All surveys were partially interviewer administered, as well as selfadministered. Upon completion of the surveys, QMark s interviewers double-checked each questionnaire for consistency and completeness, while the respondent is present. A total of 151 departing Russian visitors were randomly interviewed and was coordinated with the Russian tour agents to be interviewed by QMark interviewers before departing the island. The margin of error for a sample of 151 is +/ percentage points with a 95% confidence level. That is, if all Russian 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 +/ percentage points. 2

3 Objectives To monitor the effectiveness of the Russian seasonal campaigns in attracting Russian visitors, refresh certain baseline data, to better understand the nature, and economic value or impact of each of the targeted segments in the Russian marketing plan. Identify significant determinants of visitor satisfaction, expenditures and the desire to return to Guam. 3

4 SECTION 1 PROFILE OF RESPONDENTS 4

5 Marital Status - Overall 90% 80% 70% 60% 50% 40% 77% Majority of Russian visitors are married. 30% 20% 23% 10% 0% Married Single 5

6 Marital Status 100% 75% 50% 25% 84% 16% 77% 23% 0% 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Married Single 6

7 Age - Overall 70% 60% 50% 40% 59% The average age of the respondents is years of age. 30% 20% 21% 19% 10% 0% 1%

8 Average Age st Qtr 2nd Qtr 3rd Qtr 4th Qtr 8

9 Personal Income Ruble 30.32=$1 60% 50% 52% 40% 30% 20% 10% 0% 17% 14% 9% 5% 2% 1% 9

10 Personal Income 1st time vs. repeat 80% 70% 60% 50% 40% 30% 20% 10% 0% 19% 8% 49% 68% 14% 12% 9% 8% 6% 4% 2% 1% <732, ,321-1,098,481 1,098,482-1,464,642 1,464,643-1,830,803 1,830,803-2,263,124 2,563,125-3,661,606 3,661,607+ 1st Time Repeat 10

11 Personal Income by Gender & Age 11

12 Travel Companions 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 89% 85% 24% 23% 6% 6% 3% 1% 1% 12

13 Number of Children Travel Party N=34 total respondents traveling with children. (Of those N=34 respondents, there is a total of 44 children 18 years or younger) 70% 60% 50% 40% 30% 20% 10% 0% 65% 41% 15% 3% 0-2 Years Old 3-6 Years 7-11 Years Years 13

14 Prior Trips to Guam Repeat visitor 18% First trip 82% 14

15 Prior Trips to Guam 100% 85% 82% 75% 50% 25% 0% 15% 18% 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Time Repeat 15

16 Trips to Guam by Age & Gender 16

17 Repeat Visitors Last Trip n = 27 60% 50% 40% 41% 52% The average repeat visitor has been to Guam 1.07 times. 30% 20% 10% 0% Within the last year 1 to 2 years ago 7% 2+ years A majority of the repeat visitors have been to Guam within the last 2 years. 17

18 Average Number Overnight Trips ( ) (2 nights or more)

19 Length of Stay 120% Mean = Days Median = 14.0 Days 100% 80% 60% 40% 20% 0% 1-2 Nights 3 Nights 4+ Nights % 1% 99% 19

20 Average Length of Stay st Qtr 2nd Qtr 3rd Qtr 4th Qtr 20

21 Occupation by Income 21

22 SECTION 2 TRAVEL PLANNING 22

23 Travel Planning - Overall 40% 38% 35% 30% 32% 30% 25% 20% 15% 10% 5% 0% Full tour package Free-time package tours Individually arranged travel Group tour Other Company 23

24 Accommodation by Income Average length of stay: days 24

25 Travel Motivation - Top Responses 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Natual Beauty Visa Waiver Relax Trvl Time Pleasure Shop Safe Prior trip Recom Visit Wtr sport Scuba Org sport Reasons for travel 93% 93% 56% 35% 30% 26% 25% 16% 14% 4% 3% 1% 1% Most Important 33% 32% 8% 1% 7% 1% 1% 5% 2% 1% 2% 1% 25

26 Most Important Reason for Choosing Guam Visa waiver Guam s natural beauty/ beaches To relax are the primary reasons for visiting during this period. 26

27 Motivation by Age & Gender 27

28 Motivation by Income 28

29 SECTION 3 EXPENDITURES 29

30 Prepaid Expenditures Ruble /US$1 $6, = overall mean average prepaid expense (for entire travel party size) by respondent $0 = minimum (lowest amount recorded for the entire sample) $11,873 = maximum (highest amount recorded for the entire sample) $3, = overall mean average per person prepaid expenditures 30

31 Prepaid Expenditures Per Person $5, $4, $3, $2, $3, $2, $1, $0.00 YTD=$2, st Qtr 2nd Qtr 3rd Qtr 4th Qtr 31

32 Breakdown of Prepaid Expenditures Ruble = $1 (Filter: Only those who responded/ Per Travel Party) 32

33 On-Island Expenditures $3, = overall mean average on-island expense (for entire travel party size) by respondent $500 = Minimum (lowest amount recorded for the entire sample) $8,400 = Maximum (highest amount recorded for the entire sample) $1, = overall mean average per person onisland expenditure 33

34 On-Island Expenditures Per Person $3, YTD = $1, $2, $1, $1, $1, $0.00 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 34

35 $5, Prepaid/ On-Island Expenditures Per Person Prepaid YTD = $2, On-Island YTD = $1, $4, $3, $2, $2, $3, $1, $0.00 $1, $1, st Qtr 2nd Qtr 3rd Qtr 4th Qtr Prepaid On-isle 35

36 Total On-Island Expenditure by Gender & Age 36

37 On-Island Expenditure Categories by Gender & Age 37

38 On-Island Expenditures First Timers & Repeaters 38

39 Total Expenditures Per Person (Prepaid & On-Island) $4, = overall average $1,072 = Minimum (lowest amount recorded for the entire sample) $12,596 = Maximum (highest amount recorded for the entire sample) 39

40 Total Expenditures Per Person YTD=$4, $7, $6, $5, $4, $3, $2, $1, $0.00 $4, $4, st Qtr 2nd Qtr 3rd Qtr 4th Qtr 40

41 Breakdown of On-Island Expenditures MEAN $ Food & beverage in a hotel $ Food & beverage in fast food restaurant/ convenience store Food & beverage at restaurants or drinking establishments outside a hotel $43.07 $ Optional tours and activities $ Gifts/ souvenirs for yourself/companions $1, Gifts/ souvenirs for friends/family at home $ Local transportation $ Other expenses not covered $ Average Total $3,

42 Local Transportation n=147 Mean=$ per travel party 80% 70% 60% 50% 40% 30% 20% 10% 0% 76% 74% Trolley/ Shop Bus 50% Taxi Car rental Other Bicycle Scooter 42

43 SECTION 4 VISITOR SATISFACTION 43

44 Satisfaction Scores Overall 7pt Rating Scale 7=Very Satisfied/1=Very Dissatisfied 40% 35% 30% 25% 20% 15% 10% 5% 0% Ease of getting around Safety walking at night Price OVERALL Very satisfied 37% 34% 13% 15% MEAN

45 Satisfaction Quality/ Cleanliness 7pt Rating Scale 7=Very Satisfied/1=Very Dissatisfied 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Beaches/ Parks Air/ Sky Parks Landscape Tumon Landscape Guam Ground Handler Trans Vehicle Very satisfied 37% 77% 41% 27% 20% 16% 15% MEAN

46 Quality of Accommodations 7pt Rating Scale 7=Very Satisfied/1=Very Dissatisfied 40% 35% 30% 25% 20% 15% 10% 5% 0% Room View Furnishing Cleanliness Food Quality Food Quantity Staff Service Value OVERALL Very satisfied 13% 18% 14% 12% 12% 14% 14% 14% 11% 35% MEAN

47 Quality of Dining Experience 7pt Rating Scale 7=Very Satisfied/1=Very Dissatisfied 25% 20% 15% 10% 5% 0% Furnishings Cleanliness Food- Quality Food- Quantity Staff Service Value Very satisfied 15% 13% 19% 20% 17% 17% 12% MEAN

48 Visits to Shopping Centers/Malls on Guam Top responses 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Micro Mall DFS Macys K-Mart The Plaza Ross Prem Outlet Tumon Sands Shopped 95% 90% 83% 80% 78% 77% 77% 76% 63% ABC 48

49 Satisfaction with Shopping 7pt Rating Scale 7=Very Satisfied/ 1=Very Dissatisfied Quality of Shopping Variety of Shopping Score of 6 to 7 = 57% Score of 6 to 7 = 54% Score of 4 to 5 = 41% Score of 4 to 5 = 44% Score 1 to 3 = 2% Score 1 to 3 = 1% MEAN = 5.61 MEAN =

50 Optional Tour Participation Average number of tours participated in is 2.85 None 7% One or more 93% 50

51 Optional Tours Participation & Satisfaction 70% % % % 30% % % % Cham NM Atlantis Seawalk UWW Gef Pago Fish Eye Club Copter Alupang Cult Park Spa Flt Sch Skydive Cocos Snuba Zorb BIG crse Slingshot Sandcastlw Eng Lang Oth 1.00 Participated 45% 21% 21% 21% 12% 9% 9% 8% 6% 5% 5% 3% 3% 3% 3% 2% 2% 2% 1% 58% MEAN Satis

52 Day Tours Satisfaction 7pt Rating Scale 7=Very Satisfied/ 1=Very Dissatisfied Quality of Day Tour Variety of Day Tour Score of 6 to 7 = 67% Score of 6 to 7 = 41% Score of 4 to 5 = 32% Score of 4 to 5 = 43% Score 1 to 3 = 1% Score 1 to 3 = 17% MEAN = 5.86 MEAN =

53 Night Tours Satisfaction 7pt Rating Scale 7=Very Satisfied/ 1=Very Dissatisfied Quality of Night Tour Variety of Night Tour Score of 6 to 7 = 37% Score of 6 to 7 = 32% Score of 4 to 5 = 55% Score of 4 to 5 = 52% Score 1 to 3 = 8% Score 1 to 3 = 16% MEAN = 4.96 MEAN =

54 Satisfaction with Other Activities 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Shop Sightsee Beach Res Din Show Dolphin Snorkle Wtr Park Scuba Riv Crse Parasail Jet ski Gun Arch Site Windsurf Golf Other Participated 89% 75% 62% 48% 41% 34% 21% 16% 7% 2% 2% 1% 1% 1% 3% MEAN Satis

55 What would it take to make Guam more enjoyable for families? 60% 50% 40% 30% 20% 10% 0% Nothing More time More things to do Cleaner scenic site Flt Sched Accom for extra stay Incentive 52% 24% 13% 12% 7% 4% 4% Other 55

56 On-Island Perceptions 7pt Rating Scale 7=Very Satisfied/ 1=Very Dissatisfied 7% % 5% 4% 3% 2% 1% % Guam was better than expected I had no communication problems I will recommend Guam to friends Sites on Guam were attractive I plan to visit Guam again Not enough night activities Strongly agree 3% 6% 6% 5% 5% 3% MEAN

57 14% 12% 10% 8% 6% 4% 2% Transportation 7pt Rating Scale 7=Strongly agree/ 1=Strongly disagree % Tour Guide- Professional Tour Driver- Professional Taxi driver- Professional Taxi- Clean Guam Airport- Clean Strongly agree 12% 6% 7% 8% 6% MEAN

58 SECTION 5 PROMOTIONS 58

59 Internet- Guam Sources of Info 100% 90% 87% 80% 70% 66% 60% 50% 52% 40% 34% 30% 20% 10% 12% 3% 1% 0% Search engine Forums Blogs Q&A sites Social Networks Do NOT Use Other 59

60 Internet- Things To Do 100% 90% 80% 70% 60% 50% 40% 88% Sources of Info 30% 20% 10% 0% 24% 3% 7% 4% Google vkontakte Twitter Yahoo Do NOT use Other 60

61 Internet- GVB Sources 80% 70% 68% 60% 50% 40% 30% 27% 20% 10% 0% 14% 1% 2% GVB Website GVB Blog GVB Facebook GVB Twitter None 61

62 Travel Motivation- Info Sources 60% 56% 55% 50% 40% 33% 30% 20% 10% 0% 10% 1% 6% Travel agent Internet Friends/ Family Social media Travel Show Magazine 62

63 Sources of Information Pre-arrival 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Internet Recomm TV Brochure Magazine Prior trip Newspaper The 3 primary sources of information regarding Guam are: Internet Word-of-mouth Travel agent brochures GVB Promo Travel show Company Sources of info 89% 66% 54% 41% 19% 15% 5% 4% 2% 2% 1% Most important 43% 25% 7% 11% 1% 9% 1% 1% 1% Guidebook 63

64 Sources of Information Post-arrival 80% 70% The primary local source of information are tour staff members. 60% 50% 40% 30% 20% 10% 0% Hotel staff Tour staff Oth Vis Internet Local people Rest Taxi Signage Retail Vis Ch GVB Other Sources of info 68% 64% 39% 38% 35% 8% 8% 8% 6% 3% 3% 11% Most important 15% 53% 7% 5% 9% 1% 1% 9% 64

65 SECTION 6 OTHER ISSUES 65

66 Concerns about travel outside of Russia - Overall 70% 60% 60% 50% 40% 30% 26% 26% 28% 20% 10% 0% 11% 1% 5% 1% 7% 66

67 Concerns about travel outside of Russia - By Age & Income 67

68 Activities/ Attractions- Appeal 45% 40% 41% 35% 30% 31% 30% 25% 20% 18% 18% 15% 10% 5% 11% 2% 7% 5% 0% 68

69 Security Screening/ Immigration Process at Guam International Airport 70% 60% 60% 50% 40% 30% 30% 20% 10% 0% 8% 2% No affect Little effect, the process is necessary Some affect Great affect, the process takes too long, will not return 69

70 Airport Arrival Experience 7pt Rating Scale 7=Strongly Agree/ 1=Strongly Disagree 6% % % % % % % More Russian speakers More immigration officers Friendlier airport officials Facilities clean/ appeal Facilities need better maint Strongly agree 5% 3% 3% 5% 3% MEAN