Guam Visitors Bureau. Japan Visitor Tracker Exit Profile & Market Segmentation Report FY2018 JANUARY 2018

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1 Guam Visitors Bureau Japan Visitor Tracker Exit Profile & Market Segmentation Report FY20 JANUARY 20 Prepared by: Anthology 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 and Methodology All surveys were partially interviewer administered, as well as self-administered. Upon completion of the surveys, Anthology s professional Japanese speaking interviewers double-checked each questionnaire for consistency and completeness, while the respondent is present. A total of 349 departing Japan 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 349 is +/- 5.2 percentage points with a 95% confidence level. That is, if all Japan 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 +/- 5.2 percentage points. 2

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

4 Key Highlighted Segments The specific objectives were: To determine the relative size and expenditure behavior of the following market segments: Families (Q5) Office Lady/ Salary Woman (Gender/ Q25 Office worker- nonmanagerial Group Tour (Q6) MICE (Q5A Convention/ Conference/ Trade Show/ Company sponsored) Silver (QF Age 60+) Wedding (Q5A) Repeat Visitor (Q3) To identify the most significant factors affecting overall visitor satisfaction. To identify (for all Japan visitors) the most important determinants of on-island spending 4

5 Key Highlighted Segments 70% 60% 50% 40% 30% 20% 10% 0% Oct- 17 Nov- 17 Dec- 17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Family 43% 47% 61% 48% Repeat 44% 51% 51% 56% Office Lady 17% 14% 15% 19% Wedding 6% 11% 15% 4% Silver 1% 4% 2% 2% Group 28% 35% 27% 30% MICE 0% 1% 0% 5

6 SECTION 1 PROFILE OF RESPONDENTS

7 Marital Status Married 44% Single 56% 7

8 Marital status FY20 Tracking 100% 90% 80% 70% 60% 50% 40% 56% 54% 44% 46% 63% 37% 56% 44% 30% 20% 10% 0% Married Single 8

9 Marital status Key Segments 9

10 Age 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 25% 47% % 8% MEAN = MEDIAN = 31 2%

11 Age FY20 Tracking Oct- 17 Nov- 17 Dec- 17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN MEDIAN

12 Age Key Segments 12

13 Annual Household Income 20% % 16% 14% 12% 10% 8% 6% 4% 2% 0% 7% 12% 16% 7% 16% % 19% <Y2M Y2M-3M Y3M-4M Y4M-5M Y5M-7M Y7M-10M Y10M+ No Income/ Rf 5% 13

14 Annual Household Income Key Segments 14

15 Travel Party 40% 35% 30% 25% 20% 15% 10% 5% 0% 34% 32% 16% 15% 10% 10% 3% 2% 15

16 Travel Party 60% 50% 40% 30% 20% 10% 0% Oct- 17 Nov- 17 Dec- 17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Friend/ Assoc 37% 35% 20% 32% Spouse 33% 35% 50% 34% Girlfriend/ Boyfriend 12% 10% 8% 10% Child < 8% 15% 25% 16% Other adult family 11% 15% 16% 15% Officemate 10% 12% 11% 10% Child- adult 2% 3% 3% 3% Alone 1% 2% 2% 2% 16

17 Travel Party - Children 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 16% TRAVELING WITH A CHILD 8% 6% 4% 4% 0-2 Years old 3-6 Years old 7-11 Years old 12- Years old 17

18 Trips to Guam First time 44% Repeat 56%

19 Trips to Guam FY20 Tracking 100% 90% 80% 70% 60% 50% 40% 30% 56% 49% 49% 44% 44% 51% 51% 56% 20% 10% 0% First Repeat 19

20 Trips to Guam Key Segments 20

21 Length of Stay MEAN NUMBER OF NIGHTS = 3.27 MEDIAN NUMBER OF NIGHTS = 3 60% 57% 50% 40% 30% 30% 20% 10% 0% 13% One to two nights Three nights Four or more nights 21

22 Length of Stay FY20 Tracking Oct- 17 Nov- 17 Dec- 17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN MEDIAN

23 Length of Stay Key Segments 23

24 Occupation Top Responses (10%+) 30% 25% 24% 20% 15% 10% 13% 12% 12% 11% 5% 0% Company: Office/ Non- Mgr Company: Sales Company: Engineer Student Self-Employed 24

25 SECTION 2 TRAVEL PLANNING

26 Organized Group Tour Organized Group Tour 30% No 70% 26

27 Organized Group Tour FY20 Tracking 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Oct- 17 Nov- 17 Dec- 17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Group Tour 28% 35% 27% 30% 27

28 Travel Arrangements - Sources 60% 50% 52% 40% 30% 28% 20% 10% 13% 7% 0% Online travel agent/ Cospecializing pkg tours Trvl Agt/ Cospecializing pkg tours Direct - air/ hotel Online 3rd Party travel site 28

29 Travel Arrangements - Sources 60% 50% 40% 30% 20% 10% 0% Oct- 17 Nov- 17 Dec- 17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Online travel agent 55% 45% 48% 52% Trvl Agt/ Co- Pkg Tour 36% 40% 35% 28% Online 3rd Party 3% 6% 9% 7% Direct Air/ Hotel 6% 9% 9% 13% 29

30 Prepaid Pkg Trip No 16% Prepaid Pkg 84% 30

31 Prepaid Pkg Trip 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Oct- 17 Nov- 17 Dec- 17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Prepaid Pkg 91% 90% 88% 84% 31

32 Accommodations (Top Responses 5%+) 25% 20% 15% % 11% 9% 8% % 5% 6% 5% 5% 5% 5% 5% 5% % 1.00 Stayed At 32 Length of Stay

33 Travel Motivation (Top Responses) Beaches/ Climate Short Trvl Time Pleasure Shopping Prior trip Relax Price Recom Water sport Business Safe 14% 10% 10% 7% 5% 30% 27% 25% 23% 45% 81% 0% 20% 40% 60% 80% 100% 33

34 Travel Motivation Key Segments 34

35 SECTION 3 EXPENDITURES

36 Prepaid Expenditures EXCHANGE RATE =$1 $1, = overall mean average prepaid expense (for entire travel party size) by respondent $ = overall mean average per person prepaid expenditures 36

37 Prepaid Entire Travel Party FY20 Tracking $3, $3, $2, $2, $1, $1, $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $1, $1, $2, $1, MEDIAN $ $1, $1, $1,

38 Prepaid Per Person FY20 Tracking $1, $1, $1, $ $ $ $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $ $ $ $ MEDIAN $ $ $ $

39 Prepaid Per Person Key Segments 39

40 Prepaid Expenses by Category Mean Entire Travel Party $2, $2, $2, $1, $1, $1, $1, $ $ $ $ $ $9.89 $ $ $0.00 Air/ Hotel pkg Air/ Hotel/ Meal pkg Air Only Hotel Only Hotel/ Meal F&B Hotel Ground Trans- Japan Ground Trans- Guam Optional Tour Other 40

41 Prepaid FY20 Tracking Airfare & Accommodation Packages $3, $3, $2, $2, $1, $1, $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $1, $1, $2, $1, MEDIAN $ $1, $1, $1,

42 Prepaid FY20 Tracking Airfare & Accommodation W/ Meal Packages $4, $4, $3, $3, $2, $2, $1, $1, $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $1, $2, $3, $2, MEDIAN $1, $2, $2, $1,

43 Prepaid FY20 Tracking Airfare Only $2, $2, $1, $1, $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $ $1,122.4 $ $ MEDIAN $ $ $ $

44 Prepaid FY20 Tracking Accommodations Only $1, $ $ $ $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $ $ $ $ MEDIAN $ $ $ $

45 Prepaid FY20 Tracking Accommodations w/ Meal Only $3, $2, $2, $2, $2, $2, $1, $1, $1, $1, $1, $ $ $ $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $ $ $1, $1, MEDIAN $ $ $1, $1,

46 Prepaid FY20 Tracking Food & Beverage in Hotel $ $ $ $ $ $ $ $ $ $50.00 $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $ $ $ $9.89 MEDIAN $ $89.00 $ $

47 Prepaid FY20 Tracking Ground Transportation - Japan $ $ $ $75.00 $50.00 $25.00 $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $94.79 $86.71 $83.37 $ MEDIAN $44.00 $44.00 $44.00 $45.00 May- Jun- Jul- Aug- Sep- 47

48 Prepaid FY20 Tracking Ground Transportation - Guam $ $ $ $ $ $50.00 $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $68.64 $67.48 $ $ MEDIAN $31.00 $35.00 $44.00 $45.00 May- Jun- Jul- Aug- Sep- 48

49 Prepaid FY20 Tracking Optional tours/ Activities $ $ $ $ $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $ $ $ $ MEDIAN $ $ $ $2.00 May- Jun- Jul- Aug- Sep- 49

50 On-Island Expenditures $ = overall mean average prepaid expense (for entire travel party size) by respondent $ = overall mean average per person on-island expenditures 50

51 On-Island Entire Travel Party FY20 Tracking $1, $1, $ $ $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $ $ $ $ MEDIAN $ $ $ $ May- Jun- Jul- Aug- Sep- 51

52 On-Island Per Person FY20 Tracking $1, $ $ $ $ $ $ $ $ $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $ $ $ $ MEDIAN $ $ $ $ May- Jun- Jul- Aug- Sep- 52

53 On-Island Per Person Key Segments 53

54 Per Person MEAN expenditures FY20 Tracking On-Island/ Prepaid $1, $1, $1, $1, $1, $ $ $ $ $ $ $ $ $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- On-Island $ $ $ $ Prepaid $ $ $ $ May- Jun- Jul- Aug- Sep- 54

55 On-Island Per Day Spending FY20 Tracking MEAN $ $ $ $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- Per Person $ $ $ $ Travel Party $ $ $ $ May- Jun- Jul- Aug- Sep- 55

56 On-Island Expenses by Category Mean Entire Travel Party $ $ $ $173. $ $ $ $76.08 $69.68 $ $ $50.00 $30.04 $0.00 F&B Hotel F&B Fast Food/ Conv Store F&B Restaurant Optional Tour Gift- Self Gift- Others Local Trans Other 56

57 On-Island FY20 Tracking Food & Beverage - Hotel $ $90.00 $80.00 $70.00 $60.00 $50.00 $40.00 $30.00 $20.00 $10.00 $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $41.90 $58.45 $58.69 $76.08 May- Jun- Jul- Aug- Sep- 57

58 On-Island FY20 Tracking Food & Beverage Fast Food/ Convenience Store $ $90.00 $80.00 $70.00 $60.00 $50.00 $40.00 $30.00 $20.00 $10.00 $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $61.41 $64.00 $71.64 $69.68 May- Jun- Jul- Aug- Sep- 58

59 On-Island FY20 Tracking Food & Beverage Restaurant/ Drinking Est Outside Hotel $ $ $ $50.00 $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $ $ $ $ May- Jun- Jul- Aug- Sep- 59

60 On-Island FY20 Tracking Optional tour/ Activities $ $ $ $50.00 $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $97.37 $94.13 $74.70 $ May- Jun- Jul- Aug- Sep- 60

61 On-Island FY20 Tracking Gift/ Souvenir Self/ Companion $ $ $ $ $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $ $ $ $ May- Jun- Jul- Aug- Sep- 61

62 On-Island FY20 Tracking Gift/ Souvenir Friends/ Family $ $ $ $ $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $ $ $ $173. May- Jun- Jul- Aug- Sep- 62

63 On-Island FY20 Tracking Local Transportation $ $90.00 $80.00 $70.00 $60.00 $50.00 $40.00 $30.00 $20.00 $10.00 $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $29.58 $26.54 $33.37 $30.04 May- Jun- Jul- Aug- Sep- 63

64 On-Island FY20 Tracking Other Not Included $ $ $ $ $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $39.81 $61.22 $96.96 $ May- Jun- Jul- Aug- Sep- 64

65 TOTAL (On-Isle + Prepaid) Expenditures Per Person $1, = overall mean average prepaid & on-isle expense by respondent 65

66 TOTAL Per Person Expenditures FY20 Tracking $2, $2, $2, $1, $1, $1, $1, $ $ $ $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $1, $1, $1, $1, MEDIAN $1, $1, $1, $1,

67 TOTAL Per Person Expenditures Key Segments 67

68 GUAM AIRPORT EXPENDITURE FY20 Tracking $ $ $50.00 $0.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- MEAN $69.73 $53.70 $ $60.13 May- Jun- Jul- Aug- Sep- 68

69 SECTION 4 VISITOR SATISFACTION BEHAVIOR

70 OVERALL SATISFACTION 60% 50% 40% 30% 20% 10% 0% % 32% 30% 36% Very Satisfied (Top Box) 70 MEAN (7pt Scale)

71 Positive aspects of trip (Top Reason) Beach/ Ocean Weather/ climate Natural beauty Friendly/ Warm ppl Pkg tour/ activity Shopping Hotel/ accommodation Local culture Event- participant Relax 8% 7% 6% 5% 4% 4% 4% 2% 15% 44% 0% 10% 20% 30% 40% 50% 71

72 Negative aspects of trip (Top Reason) Nothing Expensive/ Cost Immigration Food- quality Accommodations Ground trans Food- variety Public bathrooms Language barrier Customer Svc 6% 5% 4% 3% 2% 13% 11% 9% 9% 30% 0% 5% 10% 15% 20% 25% 30% 35% 72

73 Guam was better than expected 70% 60% % 40% 43% 38% 39% 45% % % % % 0.00 Strongly agree 73 MEAN (7pt Scale)

74 I had no communication problems 70% 60% 50% % 30% 31% 33% 29% 34% % % % 0.00 Strongly agree 74 MEAN (7pt Scale)

75 I will recommend Guam to friends 70% 60% 50% 40% 30% 20% 10% 0% % 44% 38% 39% Strongly agree 75 MEAN (7pt Scale)

76 Sites on Guam were attractive 60% 50% 40% 30% 20% 10% 0% % 33% 35% 38% Strongly agree 76 MEAN (7pt Scale)

77 I plan to visit Guam again 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% % 50% 50% 56% Strongly agree 77 MEAN (7pt Scale)

78 Not enough night time activities 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% % 11% 10% 13% Strongly agree 78 MEAN (7pt Scale)

79 Tour guides were professional 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% % 20% 21% 24% Strongly agree 79 MEAN (7pt Scale)

80 Tour drivers were professional 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% % 19% 21% 25% Strongly agree 80 MEAN (7pt Scale)

81 Taxi drivers were professional 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% % 19% 19% 20% Strongly agree 81 MEAN (7pt Scale)

82 Taxis were clean 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% % 21% 19% 20% Strongly agree 82 MEAN (7pt Scale)

83 Guam airport was clean 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% % 20% 20% 27% Strongly agree 83 MEAN (7pt Scale)

84 Ease of getting around 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% % 20% 17% 21% Strongly agree 84 MEAN (7pt Scale)

85 Safety walking around at night 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% % 12% 14% 14% Strongly agree 85 MEAN (7pt Scale)

86 Price of things on Guam 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% % 10% 11% 8% Strongly agree 86 MEAN (7pt Scale)

87 GENERAL SATISFACTION Quality/ Cleanliness 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% % 26% % % 43% % % Very Satisfied (Top Box) 87 MEAN (7pt Scale)

88 ACCOMMODATIONS OVERALL SATISFACTION 50% 40% 30% 20% 10% 0% % 17% 17% 19% Very Satisfied (Top Box) 88 MEAN (7pt Scale)

89 ACCOMMODATIONS Satisfaction by Category 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% % 33% % 19% 15% % % 27% 21% Very Satisfied (Top Box) 89 MEAN (7pt Scale)

90 DINING EXPERIENCE (Outside Hotel) Satisfaction by Category 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% % % 28% 25% 17% 20% 22% Very Satisfied (Top Box) 90 MEAN (7pt Scale)

91 Shopping Malls/ Stores (Top Responses) 120% 100% 80% 60% 40% 20% 0% 98% 76% 66% 61% 58% 56% 49% 28% 23% 19% 91

92 SHOPPING - SATISFACTION 50% 40% 30% 20% 10% % % % QUALITY VARIETY 0.00 Very Satisfied (Top Box) MEAN (7pt Scale) 92

93 OPTIONAL TOUR PARTICIPATION FY20 Tracking 100% 90% 80% 70% 60% 57% 55% 51% 46% 50% 40% 30% 20% 10% 0% 93

94 Optional Tour Participation (Top Responses 5%+) 12% 10% 10% 8% 6% 4% 6% 5% 2% 0% Alupang Beach Club Chamorro Night Mkt Fish Eye 94

95 Optional Tour Satisfaction Top Responses only - Participation (5%+) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% % % % Alupang Beach Club Fish Eye Chamorro Night Mkt Very Satisfied (Top Box) MEAN (7pt Scale) 95

96 DAY TOUR - SATISFACTION 70% 60% 50% 40% % 20% 23% 20% % % QUALITY VARIETY 0.00 Very Satisfied (Top Box) MEAN (7pt Scale) 96

97 NIGHT TOUR - SATISFACTION 40% 30% % % 10% 11% % QUALITY VARIETY 0.00 Very Satisfied (Top Box) MEAN (7pt Scale) 97

98 Activities Participation (Top Responses) 80% 70% 60% 50% 40% 30% 20% 10% 0% 76% 50% 49% 35% 21% 19% 19% 11% 10% 9% 7% 98

99 SECTION 5 PROMOTIONS

100 INTERNET- GUAM SOURCES OF INFORMATION 80% 70% 60% 50% 40% 30% 20% 10% 0% Oct- 17 Nov- 17 Dec- 17 Jan- Search engines 67% 65% 71% 69% Social network 23% 26% % 28% Blog/ Vlog 13% 13% 15% 15% Forums 6% 7% 10% 12% Q&A site 5% 6% 5% 5% Do NOT use 10% 9% 8% 6% Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- 100

101 INTERNET- SOURCES OF INFORMATION Things to do on Guam 70% 60% 50% 40% 30% 20% 10% 0% Oct- 17 Nov- 17 Dec- 17 Jan- Google 63% 58% 52% 58% Yahoo 35% 35% 41% 42% Instagram 26% 27% 23% 31% Online Booking Site 19% 22% 22% 22% Facebook 4% 3% 2% 7% Twitter 6% 7% 6% 6% Other 2% 1% 1% 1% Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- 101

102 INTERNET- SOURCES OF INFORMATION GVB 80% 70% 60% 50% 40% 30% 20% 10% 0% Oct- 17 Nov- 17 Dec- 17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- None 68% 66% 67% 66% GVB Website 24% 28% 29% 26% GVB Instagram 6% 7% 6% 8% GVB Twitter 2% 1% 1% 3% GVB Facebook' 2% 1% 1% 3% 102

103 TRAVEL MOTIVATION 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Oct- 17 Nov- 17 Dec- 17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Friends/ Family 40% 40% 38% 38% Company/ Bus Trip 9% 9% 11% 9% Internet 5% 4% 5% 3% Travel Show 4% 2% 3% 5% Travel Agent 4% 3% 3% 1% Print 3% 1% 2% 1% Social Media 1% 1% 1% 2% None 37% 42% 42% 43% 103

104 PRE-ARRIVAL SOURCES OF INFORMATION 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 88% 52% 36% 34% 32% 22% 8% 5% 104

105 PRE-ARRIVAL SOURCES OF INFORMATION Key Segments 105

106 ONISLE SOURCES OF INFORMATION 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 68% 61% 42% 25% 17% 14% 14% 10% 6% 6% 5% 4% 3% 106

107 ON-ISLE SOURCES OF INFORMATION Key Segments 107

108 SOURCES OF INFORMATION TRIP INFLUENCERS 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 59% 49% 46% 29% 28% % 14% 14% 11% 7% 6% 108

109 SOURCES OF INFORMATION TRIP INFLUENCERS KEY SEGMENTS 109

110 SHOP GUAM E-FEST PARTICIPATE FY20 Tracking 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 34% 5% 1% 110

111 SHOP GUAM E-FEST EXPENDITURE $ $ $ $ $ $ $ $50.00 $ $0.00 $50.00 $20.00 Oct-17 Nov-17 Dec-17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $50.00 $ $ MEDIAN $50.00 $ $

112 SECTION 6 FUTURE TRAVEL TO GUAM

113 Will security screening/ immigration at Guam Airport impact future travel to Guam? 100% 90% 80% 70% 60% 50% 40% 30% 33% 39% 37% 32% 20% 10% 0% 113

114 What would it take to make you stay an extra day on Guam? 45% 40% 42% 35% 30% 28% 25% 20% 15% 10% 5% 21% 14% 12% 5% 4% 0% More time Budget/ Money Nothing Flight schedule More things to do Less restrictions Pkglonger stay 114

115 FUTURE TRAVEL CONCERNS 60% 50% 40% 55% 53% 30% 20% 24% 19% 14% 10% 0% 5% 2% 115

116 SECTION 7 GUAM CULTURE

117 EXPERIENCED- CHAMORRO/ HAFA ADAI SPIRIT 60% 50% 40% 30% 20% 10% 0% Oct- 17 Nov- 17 Dec- 17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Did NOT experience 52% 50% 45% 44% Beaches 34% 36% 35% 40% Chamorro cuisine 23% 23% 25% 28% Night Market 9% 6% 10% 11% Socializing- locals 9% 5% 7% 9% Local Music 3% 2% 5% 4% 117

118 EXPERIENCED- OTHER CULTURAL ACTIVITY/EVENTS 80% 70% 71% 60% 50% 40% 30% 20% 10% 16% 11% 6% 0% Did NOT experience Two Lovers Pt Chamorro Village Chamorro Cultural Entertainment 1

119 SOURCES OF INFORMATION- CULTURAL ACTIVITY/EVENTS 60% 50% 40% 30% 20% 10% 0% Oct- 17 Nov- 17 Dec- 17 Jan- Travel guide/ brochure 48% 42% 38% 40% Travel agency 43% 37% 51% 31% Internet 42% 46% 32% 45% Family/ Friends 11% 10% 15% 9% Hotel staff 10% 7% 6% 6% Print 2% 2% 5% 4% Feb- Mar- Apr- May - Jun- Jul- Aug- Sep- 119

120 SATISFACTION- CULTURAL ACTIVITY/EVENTS 50% % % % 22% 17% % 22% % % 0.00 Excellent MEAN (5pt Scale) 120

121 OBSTACLES- CULTURAL ACTIVITY/EVENTS 60% 50% 40% 30% 20% 10% 0% Oct- 17 Nov- 17 Dec- 17 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Schedule 49% 47% 50% 43% Unaware 41% 45% 43% 45% Did not want to 12% 11% 11% 15% Did not know where 4% 3% 7% 6% 121

122 SECTION 7 ADVANCED STATISTICS

123 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. 123

124 Drivers- Overall Satisfaction Comparison of Drivers of Overall Satisfaction, Oct, Nov,Dec 2017, Jan 20, and Overall Oct Jan 20 Combined Oct Jan Oct-17 Nov-17 Dec-17 Jan- 20 Drivers: rank rank rank rank rank Quality & Cleanliness of beaches & parks Ease of getting around 5 Safety walking around at night Quality of daytime tours 5 5 Variety of daytime tours 7 Quality of nighttime tours Variety of nighttime tours 8 Quality of shopping Variety of shopping 2 2 Price of things on Guam 3 9 Quality of hotel accommodations 4 4 Quality/cleanliness of air, sky 3 6 Quality/cleanliness of parks Quality of landscape in Tumon 1 11 Quality of landscape in Guam Quality of ground handler 4 7 Quality/cleanliness of transportation vehicles 4 % of Overall Satisfaction Accounted For 54.0% 57.3% 56.6% 60.2% 56.8% NOTE: Only significant drivers are included. 124

125 Drivers of Overall Satisfaction Overall satisfaction with the Japan visitor s experience on Guam is driven by seven significant factors in the January 20 Period. By rank order they are: Quality of landscape in Guam, Quality & cleanliness of beaches & parks, Quality of shopping, Quality of ground handler, Ease of getting around, Quality/cleanliness of parks, and Variety of day time tours. With all four factors the overall r 2 is.602 meaning that 60.2% of overall satisfaction is accounted for by these factors. 125

126 Drivers On-Isle Expenditures Comparison of Drivers of Per Person On-Island Expenditures, Oct, Nov, Dec 2017, Jan 20 and Overall Oct 2017-Jan 20 Combined Oct 2017-Jan Oct-17 Nov-17 Dec-17 Jan- 20 Drivers: rank rank 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 3 Quality of nighttime tours Variety of nighttime tours 4 Quality of shopping 1 Variety of shopping 1 Price of things on Guam 3 Quality of hotel accommodations Quality/cleanliness of air, sky Quality/cleanliness of parks 1 Quality of landscape in Tumon Quality of landscape in Guam Quality of ground handler 2 Quality/cleanliness of transportation vehicles 2 % of Per Person On Island Expenditures Accounted For 0.0% 6.1% 2.1% 0.0% 2.2% NOTE: Only significant drivers are included. 126

127 Drivers of On-Isle Expenditures Per Person On Island Expenditure of Japan visitors on Guam is driven by no significant factor in the January 20 Period. 127