Guam Visitors Bureau. Korean Visitor Tracker Exit Profile & Market Segmentation Report FY2017 JULY 2017

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1 Guam Visitors Bureau Korean Visitor Tracker Exit Profile & Market Segmentation Report FY20 JULY 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 Korean speaking interviewers double-checked each questionnaire for consistency and completeness, while the respondent is present. A total of 357 departing Korean 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 357 is +/ percentage points with a 95% confidence level. That is, if all Korean 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 Korean seasonal campaigns in attracting Korean visitors, refresh certain baseline data, to better understand the nature, and economic value or impact of each of the targeted segments in the Korea 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: MICE (Q5A Convention/ Conference/ Trade Show/ Company sponsored) Leisure Traveler (Q5A Here to relax/ Here to see beaches, tropical climate, here for pleasure) Wedding (Q5A) Honeymoon (Q5A) Group Tour (Q6) Repeat Visitor (Q3) FIT (Q7 Direct with airline/ hotel or online 3 rd party travel site) FAMILY (Q5 traveling with spouse/ child/ adult child/ adult family) To identify the most significant factors affecting overall visitor satisfaction. To identify (for all Korean visitors) the most important determinants of on-island spending 4

5 Key Highlighted Segments 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Oct- 16 Nov- 16 Dec- 16 Jan- Feb- Mar- Apr- May- Jun- Leisure Traveler 89% 89% 91% 88% 85% 89% 82% 86% 78% 50% Family 80% 78% 82% 91% 83% 80% 73% 81% 78% 87% Repeat 14% 18% 12% 18% 16% % 18% 18% 15% % FIT 12% 15% 15% 16% 33% 38% 43% 56% 48% 33% Honey-moon 10% 10% 5% 3% 5% 2% 10% 6% 6% 3% MICE 5% 3% 4% 1% 1% 3% 1% 0% 0% 3% Wedding 1% 1% 0% 0% 0% 0% 0% 1% Group 1% 1% 1% 0% 2% 1% 15% 12% 5% 6% Jul- Aug- Sep- 5

6 SECTION 1 PROFILE OF RESPONDENTS

7 Marital Status Single 19% Married 81% 7

8 Marital status FY20 Tracking 90% 80% 82% 78% 81% 84% 81% 77% 73% 81% 75% 81% 70% 60% 50% 40% 30% 20% 18% 22% 19% 16% 19% 23% 27% 19% 25% 19% 10% 0% Married Single 8

9 Marital status Key Segments 9

10 Age MEAN = MEDIAN = 35 70% 60% 61% 50% 40% 30% 26% 20% 10% 0% 8% 4% 1%

11 Age FY20 Tracking Oct- 16 Nov- 16 Dec- 16 Jan- Feb- Mar- Apr- May- Jun- MEAN MEDIAN Jul- Aug- Sep- 11

12 Age Key Segments 12

13 Annual Household Income 30% 25% 20% 20% 25% 28% 15% 14% 10% 5% 0% 7% 4% 13

14 Annual Household Income Key Segments 14

15 Travel Party 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 79% 59% 20% 10% 2% 1% 1% 1% 15

16 Travel Party - Children 35% 30% 25% 20% 15% 30% 59% TRAVELING WITH A CHILD 25% 10% 5% 4% 7% 0% 0-2 Years old 3-6 Years old 7-11 Years old Years old 16

17 Trips to Guam Repeat % First time 83%

18 Trips to Guam FY20 Tracking 100% 90% 86% 82% 88% 82% 84% 83% 82% 82% 85% 83% 80% 70% 60% 50% 40% 30% 20% 10% 14% 18% 12% 18% 16% % 18% 18% 15% % 0% First Repeat 18

19 Trips to Guam Key Segments 19

20 Length of Stay MEAN NUMBER OF NIGHTS = 3.75 MEDIAN NUMBER OF NIGHTS = 4 70% 60% 58% 50% 40% 37% 30% 20% 10% 0% 5% One to two nights Three nights Four or more nights 20

21 Length of Stay FY20 Tracking Oct- 16 Nov- 16 Dec- 16 Jan- Feb- Mar- Apr- May- Jun- MEAN MEDIAN Jul- Aug- Sep- 21

22 Length of Stay Key Segments 22

23 Occupation Top Responses (10%+) 35% 30% 29% 25% 20% 15% 13% 13% 10% 5% 0% Office Worker Self-employed Housewife 23

24 SECTION 2 TRAVEL PLANNING

25 Organized Group Tour Organized Group Tour 6% No 94% 25

26 Organized Group Tour FY20 Tracking Oct- 16 Nov- 16 Dec- 16 Jan- Feb- Mar- Apr- May- Jun- Group Tour 15% 12% 5% 6% Jul- Aug- Sep- 26

27 Travel Arrangements - Sources 40% 35% 30% 25% 36% 31% 26% 20% 15% 10% 5% 6% 0% Trvl Agt/ Cospecializing pkg tours Online travel agent/ Cospecializing pkg tours Direct - air/ hotel Online 3rd Party travel site 27

28 Travel Arrangements - Sources Oct- 16 Nov- 16 Dec- 16 Jan- Feb- Mar- Apr- May- Jun- Jul- Online travel agent 30% 23% 21% 31% Trvl Agt/ Co- Pkg Tour 27% 21% 31% 36% Online 3rd Party 12% 9% 12% 6% Direct Air/ Hotel 31% 47% 36% 26% Aug- Sep- 28

29 Prepaid Package Trip No 11% Prepaid Pkg Trip 89% 29

30 Prepaid Pkg Trip FY20 Tracking 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Oct- 16 Nov- 16 Dec- 16 Jan- Feb- Mar- Apr- May- Jun- Prepaid Pkg 64% 54% 70% 89% Jul- Aug- Sep- 30

31 Accommodations (Top Responses) 20% 18% 18% % % 12% 10% 8% 6% % 8% 8% 8% % 6% 6% % % % 0% PIC Club Guam Reef Hyatt Regency Guam Hotel Nikko Guam Westin Resort Onward Beach Resort Pacific Star Outrigger Holiday Resort 1.00 Stayed At Length of Stay 31

32 Travel Motivation (Top Responses) Water sports Shopping Natural beauty Safe Recommendation Relax Price Visit someone Short Trvl time Prior trip 21% 20% % 15% 14% 27% 32% 32% 36% 38% 0% 10% 20% 30% 40% 32

33 Travel Motivation Key Segments 33

34 SECTION 3 EXPENDITURES

35 Prepaid Expenditures EXCHANGE RATE KW1,119.97=$1 $2, = overall mean average prepaid expense (for entire travel party size) by respondent $ = overall mean average per person prepaid expenditures 35

36 Prepaid Entire Travel Party FY20 Tracking $3, $2, $2, $1, $1, $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $1, $1, $2, $2, $2, $2, $2, $2, $2, $2, MEDIAN $1, $1, $1, $2, $2, $1, $2, $2, $2, $2,

37 Prepaid Per Person FY20 Tracking $1, $ $ $ $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- MEAN $ $ $ $ $ $ $ $ $ $ MEDIAN $ $ $ $ $ $ $ $ $ $ Jun- Jul- Aug- Sep- 37

38 Prepaid Per Person Key Segments 38

39 Prepaid Expenses by Category MEAN Entire Travel Party $3, $3, $3, $2, $2, $2, $1, $1, $1, $ $ $ $0.00 Air/ Hotel pkg Air/ Hotel/ Meal pkg Air Only Hotel Only Hotel/ Meal $99.33 $69.33 F&B Hotel Ground Trans- Korea $ Ground Trans- Guam $ Optional Tour $51.62 Other 39

40 Prepaid FY20 Tracking Airfare & Accommodation Packages $3, $3, $2, $2, $1, $1, $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $2, $2, $2, $2, $2, $2, $2, $3, $3, $2, MEDIAN $1, $1, $2, $2, $2, $2, $2, $2, $2, $2,

41 Prepaid FY20 Tracking Airfare & Accommodation W/ Meal Packages $5, $4, $4, $3, $3, $2, $2, $1, $1, $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $2, $2, $2, $3, $3, $2, $2, $2, $4, $3, MEDIAN $2, $2, $2, $2, $2, $2, $2, $2, $2, $2,

42 Prepaid FY20 Tracking Airfare Only $1, $1, $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $ $ $1, $1, $1, $ $1, $1, $ $1, MEDIAN $ $ $ $1, $1, $ $ $ $ $

43 Prepaid FY20 Tracking Accommodations Only $1, $1, $1, $ $ $ $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $ $ $1, $ $1, $ $ $1, $ $ MEDIAN $ $ $ $ $1, $ $ $ $ $

44 Prepaid FY20 Tracking Accommodations w/ Meal Only $2, $1, $1, $1, $1, $1, $ $ $ $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $ $ $ $1,006.7 $1,037.9 $707. $1,699.8 $1,228.7 $1,197.2 $ MEDIAN $ $ $ $ $ $ $1,040.0 $ $1,089.0 $

45 Prepaid FY20 Tracking Food & Beverage in Hotel $1, $ $ $ $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $ $ $ $ $ $ $ $ $99.33 MEDIAN $ $ $ $ $ $88.00 $ $89.00 $

46 Prepaid FY20 Tracking Ground Transportation - Korea $ $ $ $50.00 $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $81.02 $53.95 $56.26 $2.95 $80.59 $51.41 $61.29 $85.51 $65.54 $69.33 MEDIAN $44.00 $43.00 $51.00 $85.00 $44.00 $22.00 $44.00 $67.00 $44.00 $

47 Prepaid FY20 Tracking Ground Transportation - Guam $ $ $ $ $ $50.00 $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $ $ $ $ $ $1.69 $ $ $ $ MEDIAN $6.00 $ $ $ $6.00 $ $ $ $89.00 $

48 Prepaid FY20 Tracking Optional tours/ Activities $ $ $ $ $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $ $ $ $ $ $ $ $ $ $ MEDIAN $ $ $ $0.00 $ $7.00 $ $ $8.00 $

49 On-Island Expenditures $ = overall mean average prepaid expense (for entire travel party size) by respondent $ = overall mean average per person prepaid expenditures 49

50 On-Island Entire Travel Party FY20 Tracking $1, $1, $1, $ $ $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $ $ $1, $1, $ $ $1, $1, $1, $ MEDIAN $ $ $ $ $ $ $1, $1, $ $

51 On-Island Per Person FY20 Tracking $1, $ $ $ $ $ $ $ $ $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $ $ $ $ $ $ $ $ $ $ MEDIAN $ $ $ $ $ $ $ $ $ $

52 On-Island Per Person Key Segments 52

53 Per Person MEAN expenditures FY20 Tracking On-Island/ Prepaid $1, $ $ $ $ $ $ $ $ $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- On-Island $ $ $ $ $ $ $ $ $ $ Prepaid $ $ $ $ $ $ $ $ $ $

54 On-Island Per Day Spending FY20 Tracking MEAN $ $ $ $ $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Per Person $ $ $ $111. $ $ $ $ $ $70.57 Travel Party $ $ $ $ $ $ $ $ $ $ Jun- Jul- Aug- Sep- 54

55 On-Island Expenses by Category MEAN Entire Travel Party $ $ $ $ $ $ $ $ $71.30 $ $82.85 $82.76 $50.00 $44.08 $13.92 $0.00 F&B Hotel F&B Fast Food/ Conv Store F&B Restaurant Optional Tour Gift- Self Gift- Others Local Trans Other 55

56 On-Island FY20 Tracking Food & Beverage - Hotel $ $ $50.00 $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- MEAN $59.16 $48.88 $58.62 $ $49.40 $45.71 $45.37 $50.47 $87.76 $44.08 Jun- Jul- Aug- Sep- 56

57 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-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- MEAN $15.52 $19.20 $24.04 $31.06 $20.41 $14.82 $25.88 $32.67 $77.26 $71.30 Jun- Jul- Aug- Sep- 57

58 On-Island FY20 Tracking Food & Beverage Restaurant/ Drinking Est Outside Hotel $ $ $ $ $ $ $50.00 $0.00 Oct-16 Nov-16 Dec- 16 Jan- Feb- Mar- Apr- May- Jun- Jul- MEAN $68.52 $79.78 $72.51 $ $76.38 $87.48 $ $ $ $ Aug- Sep- 58

59 On-Island FY20 Tracking Optional tour/ Activities $ $ $ $50.00 $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- MEAN $52.30 $53.47 $70.58 $68.44 $56.06 $52.85 $88.57 $72.64 $99.14 $ Jun- Jul- Aug- Sep- 59

60 On-Island FY20 Tracking Gift/ Souvenir Self/ Companion $ $ $ $ $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- MEAN $ $ $ $ $ $ $ $ $ $ Jun- Jul- Aug- Sep- 60

61 On-Island FY20 Tracking Gift/ Souvenir Friends/ Family $ $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- MEAN $93.73 $80.82 $64. $63.26 $99.25 $80.04 $ $ $ $82.85 Jun- Jul- Aug- Sep- 61

62 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-16 Nov-16 Dec- 16 Jan- Feb- Mar- Apr- May- Jun- Jul- MEAN $47.49 $43.57 $37.65 $41.80 $43.48 $49.42 $59.08 $69.65 $65.28 $82.76 Aug- Sep- 62

63 On-Island FY20 Tracking Other Not Included $1, $ $ $ $ $ $ $ $ $ $0.00 Oct-16 Nov-16 Dec- 16 Jan- Feb- Mar- Apr- May- Jun- Jul- MEAN $ $ $ $ $ $ $16.28 $15.88 $41.59 $13.92 Aug- Sep- 63

64 TOTAL (On-Isle + Prepaid) Expenditures Per Person $1, = overall mean average prepaid & on-isle expense by respondent 64

65 TOTAL Per Person Expenditures FY20 Tracking $1, $1, $1, $ $ $ $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- MEAN $1, $1, $1, $1, $1, $1, $1, $1, $1, $1, MEDIAN $1, $1, $ $1, $1, $1, $1, $1, $1,2.00 $1,

66 TOTAL Per Person Expenditures Key Segments 66

67 GUAM AIRPORT EXPENDITURE FY20 Tracking $ $ $ $75.00 $50.00 $25.00 $0.00 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- MEAN $58.60 $70.63 $86.60 $69.24 $52.05 $86.97 $ $ $87.53 $36.05 Jun- Jul- Aug- Sep- 67

68 SECTION 4 VISITOR SATISFACTION BEHAVIOR

69 OVERALL SATISFACTION 50% 40% 30% 20% 10% 0% % 27% 22% 21% 21% 19% 20% 20% % 15% Very Satisfied (Top Box) MEAN (7pt Scale) 69

70 Positive aspects of trip (Top Reason) Friendly/ Warm ppl Natural beauty Relaxing Hotel/ accommodation Shopping Safety Beach/ Ocean Weather/ climate Event- observed Event/ Celebration Pkg tour/ activity 3% 6% 6% 6% 5% 10% 9% 9% 8% 16% 19% 0% 5% 10% 15% 20% 70

71 Negative aspects of trip (Top Reason) Nothing Expensive/ Cost Immigration Variety- activities Customer service Food- variety Food- quality Ground Trans Rental car Driving experience 3% 3% 4% 6% 7% 11% 10% 9% 9% 25% 0% 5% 10% 15% 20% 25% 30% 71

72 Guam was better than expected 80% 70% 60% 50% 40% 30% 20% 10% 0% % 39% 31% 33% 33% 38% 41% 34% 36% 25% Strongly agree MEAN (7pt Scale) 72

73 I had no communication problems 50% % 30% 20% 10% % 22% 20% % % 18% 14% 14% 12% % % 0.00 Strongly agree MEAN (7pt Scale) 73

74 I will recommend Guam to friends 70% % 50% % 37% % 20% 22% 25% 25% 31% 27% 32% 34% 28% 21% % % 0.00 Strongly agree MEAN (7pt Scale) 74

75 Sites on Guam were attractive 70% 60% % 40% 30% 35% 39% 40% 44% 41% 45% 45% 39% 34% 28% % % % 0.00 Strongly agree MEAN (7pt Scale) 75

76 I plan to visit Guam again 60% 50% 40% 30% 20% 10% 0% % 35% 36% 29% 30% 28% 29% 28% 25% 24% Strongly agree MEAN (7pt Scale) 76

77 Not enough night time activities 50% 40% 30% % 10% 18% 16% % % 18% 20% 23% 15% 16% 16% % 0.00 Strongly agree MEAN (7pt Scale) 77

78 Tour guides were professional 50% 40% 30% 20% 10% 0% % 22% 23% 25% 28% 24% 24% 24% 25% 22% Strongly agree MEAN (7pt Scale) 78

79 Tour drivers were professional 50% 40% 30% 20% 10% 0% % 22% 22% 23% 24% 24% 28% 25% 28% 23% Strongly agree MEAN (7pt Scale) 79

80 Taxi drivers were professional 50% 40% 30% 20% 10% 0% % 26% 27% 29% 24% 24% 23% 24% 22% 8% Strongly agree MEAN (7pt Scale) 80

81 Taxis were clean 50% % 30% 20% % 24% 27% 28% 24% 24% 22% 23% 20% % 6% % 0.00 Strongly agree MEAN (7pt Scale) 81

82 Guam airport was clean 70% % 50% % 30% 20% 22% 16% % 18% 19% 22% 19% 18% 20% 33% % % 0.00 Strongly agree MEAN (7pt Scale) 82

83 GENERAL SATISFACTION 60% % 40% 30% 20% % % % % % Ease of getting around Safety walking at night Very Satisfied (Top Box) 83 Price of things on Guam MEAN (7pt Scale) 0.00

84 GENERAL SATISFACTION Quality/ Cleanliness 60% 50% 40% 30% 20% 10% 0% % % % % % 4% % Very Satisfied (Top Box) MEAN (7pt Scale) 84

85 ACCOMMODATIONS OVERALL SATISFACTION 50% 40% 30% 20% 10% 0% % 25% 21% 24% 29% 32% 31% 24% 27% 26% Very Satisfied (Top Box) MEAN (7pt Scale) 85

86 ACCOMMODATIONS Satisfaction by Category 60% 50% 40% 30% 20% 10% 0% % % % 15% 21% 27% 22% 20% 21% Very Satisfied (Top Box) MEAN (7pt Scale) 86

87 DINING EXPERIENCE (Outside Hotel) Satisfaction by Category 50% % % % 45% % 11% 18% % 19% 18% 18% % Furnishings Cleanliness Food- Quality Food- Quantity Staff Service Value 0.00 Very Satisfied (Top Box) MEAN (7pt Scale) 87

88 Shopping Malls/ Stores (Top Responses) 60% 56% 50% 40% 40% 39% 38% 33% 30% 20% 28% 23% % 15% 10% 8% 0% DFS Galleria Ross ABC Store Guam Premium Outlet Micro Mall Macys K-Mart JP Super The Plaza Tumon Sands 88

89 SHOPPING - SATISFACTION 40% % % 19% 16% % % QUALITY VARIETY 0.00 Very Satisfied (Top Box) MEAN (7pt Scale) 89

90 OPTIONAL TOUR PARTICIPATION FY20 Tracking 100% 90% 80% 70% 71% 65% 60% 50% 40% 55% 42% 42% 50% 40% 41% 30% 25% 22% 20% 10% 0% 90

91 Optional Tour Participation (Top Responses 5%+) 20% 15% 10% 5% 6% 6% 0% Sandcastle Chamorro Night Mkt 91

92 Optional Tour Satisfaction Top Responses only - Participation (5%+) 100% 90% 80% 70% % % 50% 40% 52% % 20% 10% % Sandcastle Chamorro Night Market 0.00 Very Satisfied (Top Box) 92 MEAN (7pt Scale)

93 DAY TOUR - SATISFACTION 50% 40% 30% 20% 10% % 34% % QUALITY VARIETY 0.00 Very Satisfied (Top Box) MEAN (7pt Scale) 93

94 NIGHT TOUR - SATISFACTION 40% % 20% 10% % 11% % QUALITY VARIETY 0.00 Very Satisfied (Top Box) MEAN (7pt Scale) 94

95 Activities Participation (Top Responses) 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 78% 53% 48% 35% 22% 16% 13% 12% 10% 8% 6% 6% 95

96 SECTION 5 PROMOTIONS

97 INTERNET- GUAM SOURCES OF INFORMATION 50% 45% 45% 42% 40% 35% 30% 25% 20% 15% 10% 5% 10% 10% 8% 5% 0% Blogs Search Engines Social Networks Forums Q&A Sites Did NOT use Internet 97

98 INTERNET- SOURCES OF INFORMATION Things to do on Guam 60% 57% 50% 40% 30% 25% 25% 20% 10% 0% 16% 16% Naver Google Daum InstagramFacebook Did NOT use Internet 4% 4% Twitter 1% Online booking trvl site 98

99 INTERNET- SOURCES OF INFORMATION GVB 50% 45% 45% 40% 35% 30% 25% 20% 15% 22% 18% 14% 10% 5% 6% 4% 3% 0% GVB Website GVB Blog GVB Café Did NOT use GVB GVB GVB Facebook Instagram GVB Twitter 99

100 TRAVEL MOTIVATION 50% 45% 44% 43% 40% 35% 30% 25% 20% 24% 20% 15% 10% 5% 0% Friends/ Family Internet Travel Agent Social Media 6% 5% Travel shows 1% Magazine Company/ Business 100

101 PRE-ARRIVAL SOURCES OF INFOMATION 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 64% 50% 43% 32% 31% 20% 14% 12% 11% 8% 101

102 PRE-ARRIVAL SOURCES OF INFORMATION Key Segments 102

103 ONISLE SOURCES OF INFOMATION 80% 70% 60% 50% 40% 30% 20% 10% 0% 48% 45% 32% 32% 29% 27% 23% 19% 14% 11% 9% 6% 5% 103

104 ON-ISLE SOURCES OF INFORMATION Key Segments 104

105 SECTION 6 FUTURE TRAVEL TO GUAM

106 Will security screening/ immigration at Guam Airport impact future travel to Guam? No 53% Yes 47% 106

107 What would it take to make you stay an extra day on Guam? 60% 50% 55% 40% 30% 20% 19% 10% 8% 7% 5% 4% 2% 0% 107

108 FUTURE TRAVEL CONCERNS 35% 30% 33% 25% 23% 20% 15% 15% 14% 10% 9% 8% 7% 5% 0% 108

109 SECTION 7 GUAM CULTURE

110 EXPERIENCED- CHAMORRO/ HAFA ADAI SPIRIT 50% 45% 46% 40% 35% 30% 25% 32% 24% 20% 15% 10% 15% 14% 8% 5% 0% Beaches Socializing w/ locals Live music Did NOT experience Chamorro cuisine Night Market event 110

111 EXPERIENCED- OTHER CULTURAL ACTIVITY/EVENTS 45% 40% 40% 35% 30% 25% 20% 15% 10% 13% 11% 8% 8% 7% 6% 5% 5% 0% 111

112 SOURCES OF INFORMATION- CULTURAL ACTIVITY/EVENTS 30% 27% 27% 25% 23% 22% 20% 15% 10% 5% 5% 3% 0% Travel agency Travel guides/ brochures Hotel staff Internet Newspaper/ Magazine Family/ friends 112

113 SATISFACTION- CULTURAL ACTIVITY/EVENTS 50% % 30% % 10% 0% 5% 4% 4% 6% 7% 6% 8% 7% 8% 15% Excellent MEAN (5pt Scale) 113

114 OBSTACLES- CULTURAL ACTIVITY/EVENTS 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 40% Did not know where 26% 22% 22% Unaware Did not want to Scheduling 114

115 SECTION 7 ADVANCED STATISTICS

116 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

117 Drivers- Overall Satisfaction Comparison of Drivers of Overall Satisfaction, Oct, Nov, Dec 2016, Jan, Feb, Mar, Apr, May, Jun, Jul 20 and Overall Oct Jul 20 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Combined Oct July 20 Drivers: rank rank rank rank rank rank rank rank rank rank rank Quality & Cleanliness of beaches & parks Ease of getting around 4 8 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 6 7 Price of things on Guam 6 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 64.0% 61.8% 44.1% 40.8% 57.5% 56.1% 45.3% 50.2% 42.7% 47.3% 50.3% NOTE: Only significant drivers are included. 1

118 Drivers of Overall Satisfaction Overall satisfaction with the Korean visitor s experience on Guam is driven by five significant factors in the July 20 Period. By rank order they are: Quality of day time tours, Quality/cleanliness of parks, Quality of hotel accommodations, Safety walking around at night, and Quality/cleanliness of transportation vehicles. With all five factors the overall r 2 is.473 meaning that 47.3% of overall satisfaction is accounted for by these factors. 118

119 Drivers On-Isle Expenditures Comparison of Drivers of Per Person On-Island Expenditures Oct, Nov, Dec 2016, Jan, Feb, Mar, Apr, May, Jun, Jul 20 and Overall Oct 2016-Jul 20 Oct-16 Nov-16 Dec-16 Jan- Feb- Mar- Apr- May- Jun- Jul- Combined Oct Jul 20 Drivers: rank rank rank rank rank rank rank rank rank rank rank Quality & Cleanliness of beaches & parks 1 Ease of getting around 2 3 Safety walking around at night Quality of daytime tours Variety of daytime tours 1 Quality of nighttime tours 2 Variety of nighttime tours Quality of shopping 3 1 Variety of shopping Price of things on Guam 1 Quality of hotel accommodations 1 Quality/cleanliness of air, sky 1 1 Quality/cleanliness of parks Quality of landscape in Tumon Quality of landscape in Guam Quality of ground handler 2 2 Quality/cleanliness of transportation vehicles 1 % of Per Person On Island Expenditures Accounted For 5.9% 7.2% 0.0% 0.0% 2.0% 1.5% 0.0% 2.6% 1.4% 9.8% 0.5% NOTE: Only significant drivers are included. 119

120 Drivers of On-Isle Expenditures Per Person On Island Expenditure of Korean visitors on Guam is driven by three significant factors in the July 20 period. By rank order they are: Quality of shopping, Quality of ground handler, and Ease of getting around. With these factors the overall r 2 is.098 meaning that 9.8% of per person on island expenditure is accounted for by these factors. 120