Guam Visitors Bureau Japan Visitor Tracker Exit Profile & Market Segmentation Report FY2017 JULY 2017 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.
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 350 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 350 is +/- 5.23 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 +/- 5.23 percentage points. 2
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
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
Key Highlighted Segments 60% 50% 40% 30% 20% 10% 0% Oct- 16 Nov- 16 Dec- 16 Jan- 17 Feb- 17 Mar- 17 Apr- 17 May- 17 Jun- 17 Family 39% 41% 42% 47% 26% 46% 53% 51% 39% 48% Repeat 39% 37% 48% 54% 35% 43% 45% 51% 56% 51% Office Lady 14% 10% 10% 11% 6% 5% 15% 14% 17% 17% Wedding 7% 7% 3% 3% 4% 3% 11% 9% 5% 3% Silver 6% 5% 3% 4% 5% 4% 5% 4% 3% 1% Group 4% 3% 3% 4% 5% 3% 25% 19% 35% 25% MICE 4% 4% 4% 3% 4% 1% 1% 0% 1% 1% 5 Jul- 17 Aug- 17 Sep- 17
SECTION 1 PROFILE OF RESPONDENTS
Marital Status Single 50% Married 50% 7
Marital status FY2017 Tracking 80% 70% 60% 50% 55% 55% 57% 51% 45% 45% 43% 49% 70% 58% 42% 53% 51% 56% 47% 49% 44% 50% 40% 30% 30% 20% 10% 0% Married Single 8
Marital status Key Segments 9
Age MEAN = 33.35 MEDIAN = 32 60% 50% 54% 40% 30% 20% 21% 17% 10% 0% 7% 1% 18-24 25-39 40-49 50-59 60+ 10
Age FY2017 Tracking 50.00 45.00 40.00 35.00 30.00 25.00 20.00 15.00 10.00 5.00 0.00 Oct- 16 Nov- 16 Dec- 16 Jan- 17 Feb- 17 Mar- 17 Apr- 17 May- 17 Jun- 17 MEAN 33.71 33.94 33.83 34.77 28.97 31.72 34.04 34.57 33.94 33.35 MEDIAN 29 29 30 31 23 25 31 31 31 32 Jul-17 Aug- 17 Sep- 17 11
Age Key Segments 12
Annual Household Income 25% 22% 20% 15% 10% 14% 15% 11% 17% 13% 5% 5% 2% 0% <Y2M Y2M-3M Y3M-4M Y4M-5M Y5M-7M Y7M-10M Y10M+ No Income/ Rf 13
Annual Household Income Key Segments 14
Travel Party 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 41% 31% 24% 12% 9% 9% 2% 1% 15
Travel Party - Children 25% 24% TRAVELING WITH A CHILD 20% 15% 15% 10% 7% 5% 4% 3% 0% 0-2 Years old 3-6 Years old 7-11 Years old 12-18 Years old 16
Trips to Guam Repeat 51% First time 49% 17
Trips to Guam FY2017 Tracking 70% 60% 50% 40% 52% 48% 39% 37% 54% 46% 65% 35% 57% 52% 52% 48% 48% 43% 56% 44% 49% 51% 30% 20% 10% 0% First Repeat 18
Trips to Guam Key Segments 19
Length of Stay MEAN NUMBER OF NIGHTS = 3.22 MEDIAN NUMBER OF NIGHTS = 3 70% 60% 62% 50% 40% 30% 26% 20% 10% 0% 13% One to two nights Three nights Four or more nights 20
Length of Stay FY2017 Tracking 5.00 4.50 4.00 3.50 3.00 2.50 2.00 1.50 1.00 0.50 0.00 Oct- 16 Nov- 16 Dec- 16 Jan- 17 Feb- 17 Mar- 17 Apr- 17 May- 17 Jun- 17 MEAN 3.18 3.34 3.33 3.35 3.19 3.19 3.31 3.19 3.00 3.22 MEDIAN 3 3 3 3 3 3 3 3 3 3 Jul-17 Aug- 17 Sep- 17 21
Length of Stay Key Segments 22
Occupation Top Responses (10%+) 30% 25% 26% 20% 15% 16% 16% 10% 5% 0% Office- Non-mgr Salesperson Engineer 23
SECTION 2 TRAVEL PLANNING
Organized Group Tour Organized Group Tour 25% No 75% 25
Organized Group Tour FY2017 Tracking 0.5 0.45 0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 Oct- 16 Nov- 16 Dec- 16 Jan- 17 Feb- 17 Mar- 17 Apr- 17 May- 17 Jun- 17 Group Tour 26% 19% 35% 25% Jul- 17 Aug- 17 Sep- 17 26
Travel Arrangements - Sources 60% 50% 52% 40% 36% 30% 20% 10% 0% Online travel agent/ Cospecializing pkg tours Trvl Agt/ Cospecializing pkg tours 9% 3% Direct - air/ hotel Online 3rd Party travel site 27
Travel Arrangements - Sources 0.6 0.5 0.4 0.3 0.2 0.1 0 Oct- 16 Nov- 16 Dec- 16 Jan- 17 Feb- 17 Mar- 17 Apr- 17 May- 17 Jun- 17 Online travel agent 50% 52% 51% 52% Trvl Agt/ Co- Pkg Tour 35% 34% 39% 36% Online 3rd Party 6% 5% 3% 3% Direct Air/ Hotel 9% 9% 8% 9% Jul- 17 Aug- 17 Sep- 17 28
Prepaid Pkg Trip No 10% Prepaid Pkg 90% 29
Prepaid Pkg Trip 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Oct- 16 Nov- 16 Dec- 16 Jan- 17 Feb- 17 Mar- 17 Apr- 17 May- 17 Jun- 17 Prepaid Pkg 88% 88% 91% 90% Jul- 17 Aug- 17 Sep- 17 30
Accommodations (Top Responses) 30% 4.00 25% 20% 3.35 3.04 3.11 2.93 3.05 3.44 3.33 3.29 3.44 3.00 15% 14% 13% 10% 10% 8% 2.00 5% 5% 5% 5% 5% 5% 0% Outrigger Guam Resort Guam Plaza Guam Reef & Olive Royal Orchid Guam PIC Hotel Nikko Onward Beach Westin Resort Holiday Resort 1.00 Stayed At Length of Stay 31
Travel Motivation (Top Responses) Beaches/ Climate Short Trvl Time Pleasure Price Prior trip Relax Safety Shopping Water sport Recom Company 6% 8% 11% 24% 19% 19% 18% 17% 36% 51% 63% 0% 10% 20% 30% 40% 50% 60% 70% 32
Travel Motivation Key Segments 33
SECTION 3 EXPENDITURES
Prepaid Expenditures EXCHANGE RATE 112.42=$1 $1,716.43 = overall mean average prepaid expense (for entire travel party size) by respondent $798.80 = overall mean average per person prepaid expenditures 35
Prepaid Entire Travel Party FY2017 Tracking $3,000.00 $2,500.00 $2,000.00 $1,500.00 $1,000.00 $500.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $1,709.45 $1,322.66 $2,000.40 $2,181.10 $1,419.43 $2,119.70 $2,127.51 $1,598.62 $1,373.15 $1,716.43 MEDIAN $1,119.00 $887.00 $1,201.00 $1,282.00 $885.00 $1,238.00 $1,357.00 $893.00 $903.00 $978.00 36
Prepaid Per Person FY2017 Tracking $1,000.00 $800.00 $600.00 $400.00 $200.00 $0.00 Oct-16 Nov-16 Dec- 16 Jan-17 Feb-17 Mar-17 Apr-17 May- 17 MEAN $880.84 $752.63 $906.16 $974.56 $850.86 $876.79 $949.83 $730.80 $670.11 $798.80 MEDIAN $816.00 $710.00 $858.00 $869.00 $796.00 $884.00 $905.00 $669.00 $632.00 $667.00 Jun-17 Jul-17 Aug-17 Sep-17 37
Prepaid Per Person Key Segments 38
Prepaid Expenses by Category Mean Entire Travel Party $3,500.00 $3,000.00 $3,081.56 $2,500.00 $2,000.00 $1,500.00 $1,476.40 $1,512.19 $1,186.03 $1,000.00 $611.86 $601.24 $500.00 $146.89 $73.15 $52.45 $216.83 $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 39
Prepaid FY2017 Tracking Airfare & Accommodation Packages $2,500.00 $2,000.00 $1,500.00 $1,000.00 $500.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $1,487.33 $1,358.94 $1,963.53 $2,333.78 $1,393.03 $2,253.42 $2,065.98 $1,376.14 $1,608.82 $1,476.40 MEDIAN $932.00 $887.00 $1,201.00 $1,304.00 $885.00 $1,326.00 $1,629.00 $893.00 $903.00 $978.00 40
Prepaid FY2017 Tracking Airfare & Accommodation W/ Meal Packages $4,000.00 $3,500.00 $3,000.00 $2,500.00 $2,000.00 $1,500.00 $1,000.00 $500.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $3,306.88 $2,391.87 $3,524.35 $3,725.09 $2,569.10 $3,796.92 $1,877.93 $2,845.41 $1,868.77 $3,081.56 MEDIAN $2,330.00 $1,775.00 $2,574.00 $3,476.00 $1,548.00 $3,536.00 $1,448.00 $1,428.00 $1,129.00 $2,669.00 41
Prepaid FY2017 Tracking Airfare Only $2,500.00 $2,000.00 $1,500.00 $1,000.00 $500.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $1,229.97 $1,028.87 $2,063.14 $1,722.42 $1,099.10 $1,574.02 $1,081.00 $808.87 $755.97 $1,512.19 MEDIAN $1,282.00 $976.00 $1,630.00 $1,391.00 $885.00 $1,282.00 $905.00 $446.00 $710.00 $912.00 42
Prepaid FY2017 Tracking Accommodations Only $1,000.00 $800.00 $600.00 $400.00 $200.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $638.52 $673.59 $847.76 $884.76 $709.04 $749.69 $694.68 $548.86 $501.17 $611.86 MEDIAN $513.00 $417.00 $515.00 $739.00 $420.00 $398.00 $588.00 $357.00 $406.00 $578.00 43
Prepaid FY2017 Tracking Accommodations w/ Meal Only $3,000.00 $2,800.00 $2,600.00 $2,400.00 $2,200.00 $2,000.00 $1,800.00 $1,600.00 $1,400.00 $1,200.00 $1,000.00 $800.00 $600.00 $400.00 $200.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $1,137.21 $221.87 $1,394.01 $906.77 $1,769.44 $2,682.75 $980.30 $2,231.35 $632.11 $1,186.03 MEDIAN $326.00 $222.00 $1,201.00 $808.00 $1,769.00 $2,683.00 $905.00 $2,231.00 $632.00 $1,156.00 44
Prepaid FY2017 Tracking Food & Beverage in Hotel $1,500.00 $1,000.00 $500.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $186.43 $75.43 $1,286.78 $395.18 $264.96 $231.88 $136.92 $161.82 $146.89 MEDIAN $186.00 $75.00 $1,287.00 $88.00 $93.00 $90.00 $89.00 $90.00 $89.00 45
Prepaid FY2017 Tracking Ground Transportation - Japan $150.00 $125.00 $100.00 $75.00 $50.00 $25.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May- 17 MEAN $79.20 $49.60 $66.60 $83.79 $65.50 $104.42 $104.22 $92.52 $77.43 $73.15 MEDIAN $46.00 $44.00 $51.00 $52.00 $44.00 $35.00 $45.00 $40.00 $45.00 $38.00 Jun-17 Jul-17 Aug-17 Sep-17 46
Prepaid FY2017 Tracking Ground Transportation - Guam $300.00 $250.00 $200.00 $150.00 $100.00 $50.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May- 17 MEAN $92.37 $117.15 $43.32 $154.86 $194.64 $112.44 $55.35 $47.77 $70.04 $52.45 MEDIAN $28.00 $71.00 $39.00 $87.00 $265.00 $53.00 $27.00 $36.00 $40.00 $27.00 Jun-17 Jul-17 Aug-17 Sep-17 47
Prepaid FY2017 Tracking Optional tours/ Activities $500.00 $400.00 $300.00 $200.00 $100.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May- 17 MEAN $271.44 $249.81 $241.44 $227.10 $185.40 $491.76 $286.97 $228.94 $285.72 $216.83 MEDIAN $280.00 $177.00 $172.00 $174.00 $142.00 $177.00 $181.00 $161.00 $181.00 $165.00 Jun-17 Jul-17 Aug-17 Sep-17 48
On-Island Expenditures $643.11 = overall mean average prepaid expense (for entire travel party size) by respondent $400.11 = overall mean average per person prepaid expenditures 49
On-Island Entire Travel Party FY2017 Tracking $1,000.00 $750.00 $500.00 $250.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $714.19 $813.75 $854.97 $740.47 $555.55 $790.76 $788.10 $685.53 $635.33 $643.11 MEDIAN $500.00 $500.00 $501.00 $500.00 $400.00 $500.00 $500.00 $500.00 $450.00 $431.00 50
On-Island Per Person FY2017 Tracking $1,000.00 $900.00 $800.00 $700.00 $600.00 $500.00 $400.00 $300.00 $200.00 $100.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $479.47 $560.29 $457.40 $420.06 $407.07 $397.44 $450.12 $421.34 $401.05 $400.11 MEDIAN $400.00 $400.00 $400.00 $330.00 $300.00 $326.00 $300.00 $300.00 $300.00 $300.00 51
On-Island Per Person Key Segments 52
Per Person MEAN expenditures FY2017 Tracking On-Island/ Prepaid $1,000.00 $900.00 $800.00 $700.00 $600.00 $500.00 $400.00 $300.00 $200.00 $100.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 On-Island $479.47 $560.29 $457.40 $420.06 $407.07 $397.44 $450.12 $421.34 $401.05 $400.11 Prepaid $880.84 $752.63 $906.16 $974.56 $850.86 $876.79 $949.83 $730.80 $670.11 $798.80 53
On-Island Per Day Spending FY2017 Tracking MEAN $300.00 $200.00 $100.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Per Person $156.83 $180.75 $147.13 $129.56 $133.21 $127.56 $137.53 $137.24 $140.03 $130.88 Travel Party $227.29 $251.77 $263.32 $219.20 $175.78 $246.33 $233.85 $217.64 $208.91 $204.06 54
On-Island Expenses by Category Mean Entire Travel Party $250.00 $200.00 $209.53 $150.00 $126.87 $141.77 $100.00 $92.25 $50.00 $50.47 $57.60 $18.55 $20.06 $0.00 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 Tracking Food & Beverage - Hotel $100.00 $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-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $40.81 $37.95 $41.15 $37.00 $32.33 $50.22 $51.38 $41.81 $43.47 $50.47 56
On-Island FY2017 Tracking Food & Beverage Fast Food/ Convenience Store $100.00 $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-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $44.91 $37.89 $35.93 $41.34 $27.45 $47.96 $52.85 $38.10 $47.91 $57.60 57
On-Island FY2017 Tracking Food & Beverage Restaurant/ Drinking Est Outside Hotel $150.00 $140.00 $130.00 $120.00 $110.00 $100.00 $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-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $84.71 $92.81 $112.88 $124.05 $81.92 $130.37 $142.32 $138.14 $111.33 $126.87 58
On-Island FY2017 Tracking Optional tour/ Activities $200.00 $150.00 $100.00 $50.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $40.73 $87.69 $80.09 $59.39 $64.92 $63.84 $154.23 $85.27 $78.76 $92.25 59
On-Island FY2017 Tracking Gift/ Souvenir Self/ Companion $500.00 $400.00 $300.00 $200.00 $100.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $163.07 $225.35 $171.41 $147.76 $118.05 $169.05 $212.84 $168.62 $186.61 $209.53 60
On-Island FY2017 Tracking Gift/ Souvenir Friends/ Family $500.00 $400.00 $300.00 $200.00 $100.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $120.53 $137.93 $145.88 $114.96 $82.98 $109.72 $129.07 $147.62 $132.23 $141.77 61
On-Island FY2017 Tracking Local Transportation $100.00 $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-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $13.50 $21.47 $20.13 $21.51 $15.85 $17.09 $25.84 $49.06 $24.10 $18.55 62
On-Island FY2017 Tracking Other Not Included $500.00 $400.00 $300.00 $200.00 $100.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $205.92 $172.65 $247.58 $194.61 $132.07 $175.35 $12.41 $75.25 $23.81 $20.06 63
TOTAL (On-Isle + Prepaid) Expenditures Per Person $1,194.35 = overall mean average prepaid & on-isle expense by respondent 64
TOTAL Per Person Expenditures FY2017 Tracking $2,500.00 $2,250.00 $2,000.00 $1,750.00 $1,500.00 $1,250.00 $1,000.00 $750.00 $500.00 $250.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $1,360.31 $1,312.92 $1,363.21 $1,394.62 $1,257.93 $1,274.23 $1,359.97 $1,146.41 $1,071.15 $1,194.35 MEDIAN $1,234.00 $1,158.00 $1,177.00 $1,257.00 $1,159.00 $1,277.00 $1,155.00 $1,030.00 $947.00 $1,023.00 65
TOTAL Per Person Expenditures Key Segments 66
GUAM AIRPORT EXPENDITURE FY2017 Tracking $150.00 $100.00 $50.00 $0.00 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 MEAN $59.75 $32.74 $38.34 $26.54 $28.11 $42.00 $103.44 $38.99 $44.96 $51.01 67
SECTION 4 VISITOR SATISFACTION BEHAVIOR
OVERALL SATISFACTION 60% 50% 40% 30% 20% 10% 0% 6.01 6.10 6.07 6.13 6.06 6.20 5.85 5.83 5.72 5.71 40% 40% 35% 35% 36% 36% 37% 31% 28% 27% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Very Satisfied (Top Box) 69 MEAN (7pt Scale)
Positive aspects of trip (Top Reason) Beach/ Ocean Natural beauty Hotel/ accommodation Pkg tour/ activity Friendly/ Warm ppl Weather/ climate Shopping Local culture Event Safety 11% 9% 8% 7% 7% 6% 3% 3% 2% 42% 0% 10% 20% 30% 40% 50% 70
Negative aspects of trip (Top Reason) Nothing Immigration Expensive/ Cost Food- quality Accommodations Food- variety Public bathrooms Customer Svc Activities- variety Ground trans 4% 3% 3% 3% 9% 8% 8% 8% 17% 27% 0% 5% 10% 15% 20% 25% 30% 71
Guam was better than expected 70% 60% 50% 40% 30% 20% 10% 0% 5.96 6.03 5.93 6.08 5.99 6.19 6.09 5.97 5.96 5.90 50% 50% 46% 40% 41% 41% 41% 43% 43% 37% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Strongly agree 72 MEAN (7pt Scale)
I had no communication problems 70% 60% 5.78 5.80 5.58 5.79 5.78 6.04 5.69 5.46 5.67 5.75 7.00 6.00 50% 40% 30% 38% 40% 33% 39% 42% 47% 38% 30% 38% 32% 5.00 4.00 3.00 20% 2.00 10% 1.00 0% 0.00 Strongly agree 73 MEAN (7pt Scale)
I will recommend Guam to friends 70% 60% 50% 40% 30% 20% 10% 0% 5.99 6.14 5.95 6.19 6.06 6.26 6.06 5.93 5.96 5.90 52% 48% 49% 46% 43% 42% 43% 39% 41% 35% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Strongly agree 74 MEAN (7pt Scale)
Sites on Guam were attractive 60% 50% 40% 30% 20% 10% 0% 5.71 5.77 5.65 5.86 5.81 5.95 5.72 5.56 5.54 5.66 43% 34% 36% 38% 38% 36% 33% 33% 33% 30% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Strongly agree 75 MEAN (7pt Scale)
I plan to visit Guam again 70% 60% 50% 40% 30% 20% 10% 0% 5.85 5.96 5.89 6.06 5.72 6.00 6.01 5.89 5.91 5.85 49% 41% 44% 44% 48% 50% 46% 47% 37% 38% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Strongly agree 76 MEAN (7pt Scale)
Not enough night time activities 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 4.54 4.62 4.39 4.26 4.42 4.47 4.35 4.25 4.37 4.38 11% 13% 10% 10% 13% 15% 13% 14% 15% 11% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Strongly agree 77 MEAN (7pt Scale)
Tour guides were professional 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 5.38 5.24 5.12 5.21 5.26 5.39 5.21 5.15 5.04 5.12 26% 22% 23% 23% 25% 27% 21% 21% 22% 18% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Strongly agree 78 MEAN (7pt Scale)
Tour drivers were professional 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 5.34 5.33 5.21 5.33 5.28 5.47 5.27 5.17 5.16 5.13 22% 23% 22% 27% 24% 28% 26% 22% 22% 21% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Strongly agree 79 MEAN (7pt Scale)
Taxi drivers were professional 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 5.01 5.08 4.92 4.90 4.95 5.10 5.05 4.95 4.96 4.90 19% 17% 17% 20% 22% 22% 22% 21% 20% 16% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Strongly agree 80 MEAN (7pt Scale)
Taxis were clean 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 5.00 5.07 4.93 4.95 5.02 5.23 5.09 5.14 5.06 4.99 18% 20% 17% 18% 20% 22% 23% 24% 23% 19% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Strongly agree 81 MEAN (7pt Scale)
Guam airport was clean 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 5.39 5.55 5.38 5.55 5.43 5.65 5.45 5.46 5.47 5.47 25% 25% 25% 26% 28% 26% 23% 24% 25% 20% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Strongly agree 82 MEAN (7pt Scale)
Ease of getting around 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 5.61 5.54 5.66 5.34 5.46 5.62 5.32 5.18 5.19 5.04 34% 32% 27% 27% 27% 25% 22% 21% 19% 18% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Strongly agree 83 MEAN (7pt Scale)
Safety walking around at night 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 5.21 5.13 5.08 5.35 5.13 5.25 4.93 4.85 4.88 4.85 17% 17% 15% 20% 17% 17% 17% 12% 13% 13% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Strongly agree 84 MEAN (7pt Scale)
Price of things on Guam 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 4.91 4.66 4.43 4.65 4.70 4.82 4.35 4.33 4.38 4.30 16% 16% 17% 15% 13% 10% 11% 12% 10% 10% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Strongly agree 85 MEAN (7pt Scale)
GENERAL SATISFACTION Quality/ Cleanliness 40% 35% 30% 25% 20% 15% 10% 5% 0% 5.40 5.45 21% 21% 5.15 14% 5.81 5.90 32% 35% 5.17 4.97 19% 15% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Very Satisfied (Top Box) 86 MEAN (7pt Scale)
ACCOMMODATIONS OVERALL SATISFACTION 50% 40% 5.30 6.10 35% 5.08 5.37 5.13 5.41 5.01 4.95 4.99 4.89 7.00 6.00 5.00 30% 20% 10% 22% 20% 25% 21% 24% 18% 18% 17% 14% 4.00 3.00 2.00 1.00 0% 0.00 Very Satisfied (Top Box) 87 MEAN (7pt Scale)
ACCOMMODATIONS Satisfaction by Category 30% 7.00 25% 20% 15% 10% 5% 4.95 5.01 18% 22% 4.75 4.68 4.57 4.77 15% 17% 16% 12% 5.36 5.16 5.12 28% 23% 17% 6.00 5.00 4.00 3.00 2.00 1.00 0% 0.00 Very Satisfied (Top Box) 88 MEAN (7pt Scale)
DINING EXPERIENCE (Outside Hotel) Satisfaction by Category 30% 7.00 25% 20% 15% 10% 5% 5.22 18% 4.83 13% 5.16 5.27 5.43 5.35 5.35 26% 26% 23% 18% 20% 6.00 5.00 4.00 3.00 2.00 1.00 0% 0.00 Very Satisfied (Top Box) 89 MEAN (7pt Scale)
Shopping Malls/ Stores (Top Responses) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 95% 75% 60% 60% 59% 59% 51% 27% 26% 25% 90
SHOPPING - SATISFACTION 50% 40% 30% 20% 10% 4.93 4.88 14% 15% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0% QUALITY VARIETY 0.00 Very Satisfied (Top Box) MEAN (7pt Scale) 91
OPTIONAL TOUR PARTICIPATION FY2017 Tracking 100% 90% 80% 70% 60% 50% 65% 71% 67% 56% 63% 63% 71% 57% 45% 55% 40% 30% 20% 10% 0% 92
Optional Tour Participation (Top Responses) 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% 8% Fish Eye 6% 6% Alupang Beach Club 5% 5% 5% Cocos Island Sandcastle Ocean Jet Club 93 Seawalk
Optional Tour Satisfaction Top Responses only - Participation (5%+) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 6.12 48% Fish Eye 5.70 38% Alupang Beach Club 5.89 45% Cocos Island Very Satisfied (Top Box) 94 6.22 61% 5.41 35% Sandcastle Ocean Jet Club 6.06 53% Seawalk MEAN (7pt Scale) 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00
DAY TOUR - SATISFACTION 70% 60% 50% 40% 30% 20% 10% 5.15 5.09 18% 18% 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0% QUALITY VARIETY 0.00 Very Satisfied (Top Box) MEAN (7pt Scale) 95
NIGHT TOUR - SATISFACTION 40% 30% 4.57 4.56 7.00 6.00 5.00 20% 4.00 3.00 10% 11% 10% 2.00 1.00 0% QUALITY VARIETY 0.00 Very Satisfied (Top Box) MEAN (7pt Scale) 96
Activities Participation (Top Responses) 80% 70% 60% 50% 40% 30% 20% 10% 0% 70% 52% 45% 33% 22% 21% 19% 16% 11% 10% 9% 97
SECTION 5 PROMOTIONS
INTERNET- GUAM SOURCES OF INFORMATION 80% 70% 75% 60% 50% 40% 30% 20% 10% 22% 19% 10% 6% 5% 0% Search Engines Social Networks Blogs Did NOT use Internet Forums Q&A Sites 99
INTERNET- SOURCES OF INFORMATION Things to do on Guam 70% 60% 61% 50% 48% 40% 30% 20% 24% 10% 8% 7% 7% 0% Google Yahoo Instagram Did NOT use Internet Twitter Facebook 100
INTERNET- SOURCES OF INFORMATION GVB 80% 70% 60% 50% 40% 73% 30% 20% 10% 0% Did NOT use GVB 21% 5% 3% 2% GVB Website GVB Instagram GVB Facebook GVB Twitter 101
TRAVEL MOTIVATION 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 39% 7% 6% 3% 2% 2% 2% 102
PRE-ARRIVAL SOURCES OF INFOMATION 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 86% 61% 42% 29% 28% 24% 5% 5% 103
PRE-ARRIVAL SOURCES OF INFORMATION Key Segments 104
ONISLE SOURCES OF INFOMATION 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 70% 68% 43% 31% 15% 11% 10% 7% 6% 5% 4% 3% 3% 105
ON-ISLE SOURCES OF INFORMATION Key Segments 106
SOURCES OF INFORMATION TRIP INFLUENCERS 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 58% 56% 41% 30% 26% 20% 15% 10% 7% 6% 3% 107
SOURCES OF INFORMATION TRIP INFLUENCERS KEY SEGMENTS 108
SECTION 6 FUTURE TRAVEL TO GUAM
Will security screening/ immigration at Guam Airport impact future travel to Guam? 100% 90% 80% 70% 60% 50% 40% 30% 38% 28% 26% 18% 25% 21% 27% 23% 31% 26% 20% 10% 0% 110
What would it take to make you stay an extra day on Guam? 45% 40% 41% 35% 30% 25% 20% 27% 22% 20% 15% 10% 5% 7% 3% 3% 0% More time Budget/ Money Nothing More things to do Flight schedule Pkglonger stay Less restrictions 111
FUTURE TRAVEL CONCERNS 60% 50% 57% 54% 40% 30% 28% 26% 20% 10% 0% 13% 4% 1% 112
SECTION 7 GUAM CULTURE
EXPERIENCED- CHAMORRO/ HAFA ADAI SPIRIT 60% 50% 40% 50% 41% 30% 20% 21% 10% 8% 7% 5% 0% Did NOT experience Beaches Chamorro cuisine Socializing w/ locals Night Market event Live music 114
EXPERIENCED- OTHER CULTURAL ACTIVITY/EVENTS 70% 60% 65% 50% 40% 30% 20% 10% 0% Did NOT experience 19% Two Lovers Pt 11% Chamorro Cultural Entertainment 8% Chamorro Village 1% Valley of the Latte 115
SOURCES OF INFORMATION- CULTURAL ACTIVITY/EVENTS 60% 50% 40% 30% 20% 52% 46% 45% 10% 8% 5% 4% 0% Travel agency Travel guides/ brochures Internet Family/ friends Hotel staff Newspaper/ Magazine 116
SATISFACTION- CULTURAL ACTIVITY/EVENTS 50% 5.00 40% 30% 20% 10% 3.32 3.46 3.34 3.58 3.47 3.66 3.37 3.38 3.18 3.34 25% 19% 19% 22% 16% 17% 14% 15% 10% 11% 4.00 3.00 2.00 1.00 0% 0.00 Excellent MEAN (5pt Scale) 117
OBSTACLES- CULTURAL ACTIVITY/EVENTS 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 47% 35% 18% Scheduling Unaware Did not want to Did not know where 4% 118
SECTION 7 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. 120
Drivers- Overall Satisfaction Comparison of Drivers of Overall Satisfaction, Oct, Nov, Dec 2016, Jan, Feb, Mar, Apr, May, Jun, Jul 2017, and Overall Oct 2016 - July 2017 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Combined Oct 2016 - Jul 2017 Drivers: rank rank rank rank rank rank rank rank rank rank rank Quality & Cleanliness of beaches & parks 4 5 1 2 4 3 4 Ease of getting around 3 9 Safety walking around at night 5 Quality of daytime tours 4 4 6 Variety of daytime tours Quality of nighttime tours 8 Variety of nighttime tours Quality of shopping 2 2 3 3 2 Variety of shopping 6 3 2 2 4 3 Price of things on Guam Quality of hotel accommodations 3 3 4 5 3 5 2 2 Quality/cleanliness of air, sky 5 3 4 11 Quality/cleanliness of parks 12 Quality of landscape in Tumon 2 2 1 1 7 Quality of landscape in Guam 1 1 4 1 6 1 10 Quality of ground handler 1 1 3 1 Quality/cleanliness of transportation vehicles 4 2 1 5 % of Overall Satisfaction Accounted For 64.7% 55.2% 43.2% 41.1% 43.4% 50.1% 59.7% 42.0% 57.4% 58.4% 51.8% NOTE: Only significant drivers are included. 121
Drivers of Overall Satisfaction Overall satisfaction with the Japan visitor s experience on Guam is driven by five significant factors in the July 2017 Period. By rank order they are: Quality of landscape in Guam, Quality of hotel accommodations, Quality & cleanliness of beaches & parks, Variety of shopping, and Safety walking around at night. With all five factors the overall r 2 is.584 meaning that 58.4% of overall satisfaction is accounted for by these factors. 122
Drivers On-Isle Expenditures Comparison of Drivers of Per Person On-Island Expenditures, Oct, Nov, Dec 2016, Jan, Feb, Mar, Apr, May, Jun, Jul 2017 and Overall Oct 2016-Jul 2017 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Combined Oct 2016- Jul 2017 Drivers: rank rank rank rank rank rank rank rank rank rank rank Quality & Cleanliness of beaches & parks 1 Ease of getting around 3 Safety walking around at night Quality of daytime tours Variety of daytime tours 4 Quality of nighttime tours 1 Variety of nighttime tours Quality of shopping 1 1 Variety of shopping Price of things on Guam 1 Quality of hotel accommodations 2 Quality/cleanliness of air, sky Quality/cleanliness of parks Quality of landscape in Tumon 2 Quality of landscape in Guam Quality of ground handler 5 Quality/cleanliness of transportation vehicles 1 % of Per Person On Island Expenditures Accounted For 2.7% 1.8% 0.0% 10.0% 5.6% 0.0% 4.4% 0.0% 0.0% 0.0% 0.5% NOTE: Only significant drivers are included. 123
Drivers of On-Isle Expenditures Per Person On Island Expenditure of Japan visitors on Guam is driven by no significant factor in the July 2017 period. 124