Cornwall Visitor Survey 2016 Quarterly Update …...Cornwall Visitor Survey 2016 Quarterly Update Report Summer & Autumn Interviewing Periods 2016 Produced for and on behalf of Visit

Cornwall Visitor Survey 2016

Quarterly Update ReportSummer & Autumn InterviewingPeriods 2016

Produced for and on behalf of Visit CornwallByThe South West Research Company Ltd.

December 2016

BackgroundCornwall has been consistently voted one of Britain’s top tourist destinations and in 2014 attracted approximately 4.3m staying visitors and 14.7m day visitors generating £2.6bn of business turnover in the county economy and supporting 53,000 jobs. Visit Cornwall, which is the tourist board for Cornwall, is committed to building on this success and seizing every opportunity to continue to make Cornwall a quality destination of choice. It is recognised that Cornwall’s economy will always have a strong tourism element (as part of a balanced Cornish economy) and the continuing challenge is to increase the contribution tourism makes.

A key priority for Visit Cornwall is to identify the needs of visitors to Cornwall to ensure continuous improvement of the visitor experience and, as such, they have carried out a visitor survey for over 17 years for this purpose. The Cornwall Visitor survey looks at a range of visitor information including profile, motivation, level of satisfaction etc. and is a valuable piece of work which steers their marketing strategy, makes recommendations for product development and identifies emerging trends. Visit Cornwall now wishes to engage a contractor to carry out the Cornwall Visitor Survey over a twelve month period covering 2016 and 2017.

This quarterly update report for the ongoing Cornwall Visitor Survey 2016 contains a summary of the key findings for the survey for the summer (August 2016) and autumn (September, October and November 2016) interviewing periods.

The summer interviews covered the month of August only and included a sample of 193 face to face interviews across the county. The autumn interviews included the months of September, October and November and a sample of 213 face to face interviews.

This report has been produced by the South West Research Company (TSWRC) on behalf of Visit Cornwall.

2


Visitor Profile

4

98% 97% 100%

2% 3%

0%

20%

40%

60%

80%

100%

Cumulative (Aug‐Nov 2016) Summer (Aug 2016) Autumn (Sept‐Nov 2016)

Leisure/business trip

Leisure trip Business trip

98% of all respondents considered themselves to be visiting Cornwall for leisure purposes including 97% and 100% of respondents during the summer and autumn periods respectively.

5

4% 7%2%

93% 88% 98%

2% 5%

0%

20%

40%

60%

80%

100%


Visitor type

On a day trip from home Staying overnight in Cornwall Staying overnight outside of Cornwall

93% of all respondents were staying overnight in Cornwall during their visit including 88% and 98% of respondents during the summer and autumn periods respectively

6

37% of all visitors to Cornwall were aged 55+ years including 24% and 51% of visitors to Cornwall during the summer and autumn periods respectively. 19% of all visitors were children aged 15 years or under including 25% of visitors to the county during the summer period and 12% during the autumn period.

5% 6% 4%

8% 11%4%

6%8%

4%

6%

8%

3%

10%

10%

10%

13%

15%

11%

15%

17%

13%

20%

12%

28%

17% 12%23%

0%

20%

40%

60%

80%

100%


Age group of party

0‐4 yrs 5‐10 yrs 11‐15 yrs 16‐24 yrs 25‐34 yrs 35‐44 yrs 45‐54 yrs 55‐64 yrs 65+ yrs

7

70% of all respondents were visiting Cornwall in an adult only group including 55% and 83% of respondents during the summer and autumn periods respectively. Average overall group size was 2.87 people and ranged from 3.15 people during the summer period to 2.62 people during the autumn.

Average group size CUMULATIVE SUMMER AUTUMN

Ave. children 0.54 0.81 0.30

Ave. adults 2.33 2.34 2.32

Ave. group size 2.87 3.15 2.62

70%55%

83%

30%45%

17%

0%

20%

40%

60%

80%

100%


Group composition

Adults only Adults with children

A quarter of all respondents were residents of the South West region including 27% and 23% of respondents during the summer and autumn periods respectively. 72% lived elsewhere in the UK (68% and 75% of summer and autumn respondents respectively). 4% of all respondents were from overseas including 5% and 2% of respondents during the summer and autumn periods respectively.

8

25% 27% 23%

72% 68% 75%

4% 5% 2%

0%

20%

40%

60%

80%

100%


Visitor origin

South West residents Other UK residents Overseas residents

For 76% of all visitors the chief income earner in their household was employed full time (30+ hours per week) including 73% and 61% of respondents during the summer and autumn periods respectively. For 22% they were retired with a company/private pension (13% of summer and 30% of autumn respondents respectively).

9

67%73%

61%

2% 2% 2%4% 5%2%

22%

13%

30%

1% 2%1% 1%1% 1%3% 4% 2%0%

10%

20%

30%

40%

50%

60%

70%

80%


Chief income earner in household

Employed full time (30+ hrs per week) Employed part time (8‐29 hrs per week)Self employed Retired with company/private pensionUnemployed <6 mths Full time studentUnemployed >6 mths Retired ‐ state pension only


Staying Visitors

40% of all staying visitors were staying in self catering accommodation in the county including 38% and 43% of respondents during the summer and autumn periods respectively. 22% were using serviced accommodation (19% of summer respondents and 24% of autumn respondents). 15% of all staying visitors were camping/using their own caravan in Cornwall including 21% of summer period and just 9% of autumn period respondents respectively. Average overall length of stay was 7.02 night and ranged from 7.70 nights during the summer period to 6.39 nights during the autumn period.

11

40% 38% 43%

22%19%

24%

15% 21%9%

11% 11% 11%

8% 7% 9%3% 4% 3%

0%

20%

40%

60%

80%

100%


Accommodation used

Self catering Serviced accommodationCamping/own caravan OtherStatic caravan/holiday park Own second home

Ave. length of stay 7.02 nights Ave. length of stay 6.39 nightsAve. length of stay 7.70 nights

12

57%

58%

56%

19%

15%

23%

19%

25%

13%

5%

3%

8%

0% 20% 40% 60% 80% 100%

Cumulative (Aug‐Nov 2016)

Summer (Aug 2016)

Autumn (Sept‐Nov 2016)

Type of area where staying

Small coastal town/village Large coastal town/resort

Countryside/village (non coastal) Large city/town (non coastal)

57% of all staying visitors were staying overnight in a small coastal town/village in Cornwall including 58% and 56% of respondents during the summer and autumn periods respectively .

13

33%

44%

24%

44%

33%

53%

22%

20%

23%

1%

3%

0% 20% 40% 60% 80% 100%


Summer (Aug 2016)


Type of staying visit

Main holiday of the year Secondary/additional holiday A short break Other

33% of all staying visitors were on their main holiday of the year to Cornwall including 44% of summer respondents and 24% of autumn respondents, 53% of whom were on a secondary/additional holiday to the county (44% of all staying visitors and 33% of summer respondents).

11% of all staying visitors (13% and 12% of summer and autumn respondents respectively) said their staying trip to Cornwall had replaced a holiday that they would normally have taken abroad.

14

11% 13% 9%

88% 86% 90%

1% 1%

0%

20%

40%

60%

80%

100%


Whether staying trip to Cornwall replaced a holiday that would normally have been taken abroad

Yes No Don't know

One in ten staying visitors had considered visiting other places before deciding to visit Cornwall including 17% and 11% of summer and autumn respondents respectively.

15

10%

17%

4%

90%

83%

96%

0% 20% 40% 60% 80% 100%


Summer (Aug 2016)


Whether considered visiting any other places before deciding to visit Cornwall

Yes No

15% of all staying visitors (9% and 12% of summer and autumn respondents respectively) were travelling around Cornwall away from the local area where their accommodation was based during their stay.

16

85%91%

81%

15%9%

19%

0%

20%

40%

60%

80%

100%


Whether travelling around Cornwall away from local area where accommodation is based

Yes No

86% of all staying visitors who were travelling around Cornwall away from the local area where their accommodation was based were doing so using their own car/van including 85% and 86% of summer and autumn respondents respectively

17

86%

85%

87%

7%

7%

8%

4%

3%

4%

2%

4%

2%

1%

1%

0% 20% 40% 60% 80% 100%


Summer (Aug 2016)


How travelling around Cornwall ‐ staying visitors travelling around during visit

Own car/van Bus/coach service Organised coach tour Hire car/van etc. Train Other

35% of all staying visitors who were travelling around Cornwall away from the local area where their accommodation was based during their stay would consider travelling 31‐60 minutes to get to a place of interest in the county including 37% and 34% of summer and autumn respondents respectively. The same proportion would consider travelling 60‐90 minutes to get to a place of interest in the county (38% and 33% of summer and autumn respondents respectively).

18

5% 3% 6%

35% 37% 34%

35% 38% 33%

25% 22% 27%

0%

20%

40%

60%

80%

100%


Longest journey length considered travelling to get to a place of interest in Cornwall ‐ staying visitors travelling around during visit

30 mins or less 31‐60 mins 60‐90 mins >90 mins


Characteristics of Visits

Nine out of ten respondents had visited Cornwall before including 87% and 89% of summer and autumn respondents respectively.

20

10% 13%7%

90% 87%93%

0%

20%

40%

60%

80%

100%


Whether first ever visit to Cornwall

Yes No

48% of all respondents who were on a repeat visit to Cornwall had previously visited the county in the last 12 months including 46% of summer respondents and 48% of autumn respondents.

21

48%

46%

48%

27%

29%

26%

26%

25%

26%

0% 20% 40% 60% 80% 100%


Summer (Aug 2016)


When was last visit to Cornwall – repeat visitors

Within the last 12 months 1‐2 years ago 3 or more years ago

46% of all respondents said that they usually visit Cornwall during the same time each year including 49% and 47% of summer and autumn respondents respectively.

22

46% 49% 45%

54% 51% 55%

0%

20%

40%

60%

80%

100%


Whether tend to visit Cornwall during the same time each year –repeat visitors

Yes No

The highest proportion of respondents (40%) said the months of the year when they usually visit Cornwall varies including 35% of summer respondents and 43% of autumn respondents. 28% said that they usually visit Cornwall during August each year including 47% of summer respondents and 12% of autumn respondents, 30% of whom usually visit during September.

23

2%3%

1%3% 3% 3%

7% 4%9%8% 8% 9%8%

11%

5%

12% 12% 12%14%

24%

5%

28%

47%

12%

20%

7%

30%

15%

11%

18%

7%

1%

12%

4% 4% 3%

12%

22%

4%

40%

35%

43%

0%

10%

20%

30%

40%

50%


Months of the year when usually visit Cornwall – repeat visitors

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec All months Varies

Respondents were asked to think about how they rated the value for money of various aspects of their visit to Cornwall and how these compared to other UK destinations in general.

Respondents rated the value for money of accommodation in Cornwall the highest compared with other UK destinations (4.21) and the value for money of eating out in restaurants the lowest (3.92).

24

1%

1%

2%

3%

4%

3%

1%

14%

19%

23%

23%

14%

43%

50%

48%

47%

50%

40%

27%

25%

27%

35%

0% 20% 40% 60% 80% 100%

Accommodation

Eating out in pubs

Eating out in restaurants

Visiting attractions

Overall

Value for money of Cornwall compared to other UK destinations –cumulative data (Aug‐Nov 2016)

Very poor Poor Average Good Very good

Ave. score(out of max.

5.00)

4.18

3.98

3.92

3.99

4.21

Summer respondents rated the value for money of accommodation in Cornwall the highest compared with other UK destinations (4.25) and the value for money of eating out in restaurants the lowest (3.88).

25

1%

2%

1%

2%

4%

5%

4%

1%

17%

20%

23%

16%

13%

43%

46%

44%

51%

47%

37%

28%

26%

30%

40%

0% 20% 40% 60% 80% 100%

Accommodation

Eating out in pubs



Overall

Value for money of Cornwall compared to other UK destinations –Summer (Aug 2016)



5.00)

4.25

4.07

3.88

3.95

4.13

Autumn respondents also rated the value for money of accommodation in Cornwall the highest compared with other UK destinations (4.28) but rated the value for money of attractions the lowest (3.90).

26

1%

1%

2%

2%

2%

3%

1%

12%

18%

23%

29%

15%

43%

53%

50%

43%

53%

44%

26%

24%

25%

31%

0% 20% 40% 60% 80% 100%

Accommodation

Eating out in pubs



Overall

Value for money of Cornwall compared to other UK destinations –Autumn (Sept‐Nov 2016)



5.00)

4.13

3.90

3.94

4.03

4.28

81% of all respondents had used their own car/van for the longest part of their journey to Cornwall including 79% and 82% of summer and autumn respondents respectively.

27

81% 79% 82%

5% 7% 4%4% 2% 5%5%

3%6%

2%3%

1%2%3%

1%3%

0%

20%

40%

60%

80%

100%


Main form of transport used for longest part of journey to Cornwall

Own car/van Train Organised coach tour Hire car/van etc.Bus/coach service By plane/air travel Other

54% of all respondents who had not travelled by train for their current visit to Cornwall said they would be very unlikely to consider doing so if they were coming to Cornwall again in the future including 63% and 56% of summer and autumn respondents respectively.

28

54%

63%

46%

33%

23%

42%

11%

12%

11%

2%

3%

2%

0% 20% 40% 60% 80% 100%


Summer (Aug 2016)


Likelihood of considering travelling to Cornwall by train for next visit –those not arriving by train for current visit

Very unlikely Unlikely Quite likely Very likely


Train Travelers

Just 5% of all respondents who had travelled to Cornwall by train had used the GWR Night Riviera Sleeper service including 13% of autumn respondents and no respondents during the summer period.

30

5%13%

95% 100%

88%

0%

20%

40%

60%

80%

100%


Whether used the GWR Night Riviera Sleeper service

Yes No

31

71%

85%

50%

29%

15%

50%

0%

20%

40%

60%

80%

100%


Where purchased rail ticket(s) for visit to Cornwall

Online At my local station

71% of all respondents who had used the train to get to Cornwall had purchased their rail ticket(s) online including 85% of summer respondents and 50% of autumn respondents.

32

75% 75% 75%

15%8%

25%5%

8%

5% 8%

0%

20%

40%

60%

80%

100%


How far in advance booked/planned travel arrangements for visit to Cornwall

Within the last month Within the last 6 monthsBetween 6 and 12 months ago More than 12 months ago

75% of all respondents who had used the train to get to Cornwall booked/planned their travel arrangements within a month of their visit – this proportion was consistent across the interviewing periods.

45% of all respondents who had travelled to Cornwall by train were aware of the Pullman restaurant available on GWR trains including 33% and 45% of summer and autumn respondents respectively.

33

45%33%

63%

55%67%

38%

0%

20%

40%

60%

80%

100%


Awareness of the Pullman restaurant available on GWR trains

Yes No

Recommendation scores are a simple but effective new method for measuring customer loyalty invented by Bain consultant Fred Reicheld who discovered that a single question provides the ultimate measure of just how loyal customers are and that this method could then be used to accurately predict future revenue growth.

Recommendation scores are calculated by asking a sample of customers a single question “How likely is it that you would recommend xyz to a friend or colleague?”. The respondent is asked to rate on an 11 point scale from ‘0’ (not at all likely) to ‘10’ (extremely likely) depending on how positive they feel about the product/event/location. The proportion of those who think it unlikely they would recommend it (Detractors) subtracted from the proportion that are likely to recommend it (Promoters) produces a single number known as a Recommendation Score.

Based on their response to this question visitors are then divided into three distinct groups:

0‐6 score are Detractors These are customers that have generated sales but are actually bad for the company over the long haul. They are less likely to buy anything/visit the event/location again and more likely to spread bad word of mouth and more costly to serve because of their dissatisfaction.

7‐8 are Passives These customers are generally more positive about the product/event/location but are significantly less valuable than Promoters. Many companies over estimate their success by assuming relatively high customer satisfaction will lead to future growth. In reality Passives may be satisfied but that may not be enough in the longer term.

9‐10 are Promoters These customers drive business growth. The company/product/event/location has gone beyond satisfying their needs and truly delights them. As a result they will buy more from this company or visit an event or location again in the future, will recommend it to many others and therefore the company/product/event/location will not need to undertake costly ad campaigns or sales promotions to retain their business.

The Recommendation Score is created by calculating what percentage of the customer base are Promoters and then subtracting the percentage who are Detractors.

% Promoters ‐ % Detractors = RECOMMENDATION SCORE

The higher or more positive the Recommendation Score the more satisfied the customer base.34

Likelihood to Recommend Travelling to Cornwall by Train –Recommendation Score

Respondents who had travelled to Cornwall by train gave it a recommendation score of +20% for their likelihood of recommending it to their friends/family. Summer respondents gave rail travel a recommendation score of +20% and autumn respondents +25%.

35

10% 8% 13%

60% 67%50%

30% 25%38%

0%

20%

40%

60%

80%

100%


Recommendation score for travelling to Cornwall by train

Detractors Passives Promoters

Recommendation score+20%




Information Sourcing

37

Where Obtained Information Prior to Visiting Cornwall

CUMULATIVE(AUG‐NOV 2016)

SUMMER(AUG 2016)

AUTUMN(SEPT‐NOV 2016)

From a previous visit/been before 60% 59% 62%

On the internet (incl. social media/apps) 44% 45% 42%

Via friends/ family 13% 16% 11%

I did not source any info prior to visit 8% 5% 11%

Via a recommendation 4% 7% 2%

Other 3% 3% 2%

Brochure/leaflet/guide 3% 4% 1%

Newspaper/magazine 1% 2% ‐

Travel Agent 1% 1% ‐

Tourist Information Centre (TIC) 1%‐ ‐ 1%

60% of all respondents obtained their information about visiting Cornwall from a previous visit including 59% of summer respondents and 62% of autumn respondents. 44% obtained their information about visiting Cornwall prior to their visit over the internet including 45% and 42% of summer and autumn respondents respectively

38

Internet Sites Used When Searching for InformationAbout Visiting Cornwall –Visitors Using the Internet


SUMMER(AUG 2016)


Search engines e.g. Google 74% 80% 68%

Accommodation providers' website 32% 23% 41%

www.visitcornwall.com 24% 26% 22%

Review sites e.g. Trip Advisor 14% 21% 7%

Other website 9% 10% 8%

Attraction providers' website 3% 5% 2%

Online Travel Agents (OTA's) e.g. Expedia.co.uk/LateRooms.com 3% 2% 5%

www.visitengland.com 2% ‐ 3%

Social media websites e.g. Facebook/Twitter/Instagram/ 2% 1% 2%

Newspaper/ magazine websites e.g. Daily Mail /Sunday Times 1% 2% ‐

Travel magazine websites e.g. Lonely Planet 1% 1% ‐

I did not use the internet prior to visit 1% ‐ 1%

Rail company website ‐ ‐ ‐

74% of all internet users had used a search engine such as Google to obtain their information about visiting Cornwall over the internet including 80% of summer respondents and 68% of autumn respondents.

39

Use of the Internet – Visitors Using the Internet CUMULATIVE(AUG‐NOV 2016)

SUMMER(AUG 2016)


Information sourcing ONLY 27% 38% 17%

Information sourcing AND to book accommodation/car hire/flights/attraction tickets/event tickets etc.

73% 62% 83%

73% of all internet users had used it to source information and to book their accommodation/car hire etc. including 62% and 83% of summer and autumn respondents respectively.

40

Internet Sites Used to Book Accommodation/car hire/rail tickets/flights/attraction tickets/event tickets etc. ‐ Visitors Using the Internet


SUMMER(AUG 2016)


Accommodation providers' website 67% 60% 72%



Online Travel Agent (OTA) e.g. Expedia.co.uk/LateRooms.com/ 7% 4% 8%

Review sites e.g. TripAdvisor 6% 9% 4%

I did not use the internet to make a booking 4% 6% 3%

67% of all internet users who had used it to book their accommodation, car hire etc. had used their accommodation providers’ website to do so including 60% and 72% of summer and autumn respondents respectively.

41

Where Obtained Information During Visit To Cornwall CUMULATIVE(AUG‐NOV 2016)

SUMMER(AUG 2016)


I have not sourced any local information during my visit 29% 19% 38%

Brochure/leaflet/guide 29% 36% 22%

From a previous visit/been before 29% 30% 27%

On the internet (incl. social media/apps) 23% 33% 13%

Via friends/family 9% 13% 5%

Accommodation reception 7% 7% 6%

Tourist Information Centre (TIC) 5% 9% 1%

Other 3% 3% 3%

Via a recommendation 3% 4% 1%

Newspaper/magazine ‐ 1% ‐

29% of all respondents had not sourced any local information during their visit to Cornwall including 19% and 38% of summer and autumn respondents respectively. The same proportion had used a brochure/leaflet/guide to obtain information during their visit to Cornwall (including 36% of summer respondents and 22% of autumn respondents) and/or relied on information gathered during a previous visit to Cornwall (30% and 27% of summer and autumn respondents respectively). 23% used the internet to source local information during their visit including 33% and 13% of summer and autumn respondents respectively.

42

Internet Sites Used to Source Information Whilst Visiting Cornwall ‐ Visitors Using the Internet


SUMMER(AUG 2016)




www.visitcornwall.com 25% 23% 28%

Review sites e.g. Trip Advisor 19% 21% 12%

Social media websites e.g. Facebook/Twitter/Instagram 19% 21% 12%

I have not used the internet during my visit 7% 5% 12%

Rail company website 5% 5% 4%

27% of internet users had used an other website to source information over the internet whilst visiting Cornwall including 27% and 28% of summer and autumn respondents respectively. 26% had used an attraction providers’ website (29% and 20% of summer and autumn respondents respectively).

A quarter of internet users had used the www.visitcornwall.com website to source information during their visit to the county including 23% and 28% of summer and autumn respondents respectively.

43

‘Check in’ on social media sites Upload photos Post online reviews

Yes, during visit

Yes, when return home

No Yes, during visit


No Yes, during visit


No

CUMULATIVE (AUG‐NOV 2016) 29% 5% 66% 26% 9% 65% 12% 7% 81%

SUMMER (AUG 2016) 40% 4% 56% 36% 12% 52% 19% 11% 70%

AUTUMN (SEPT‐NOV 2016) 18% 5% 76% 18% 5% 77% 6% 3% 91%

33% of all respondents ‘checked in’ on social media sites either during their visit or when they returned home including 44% of summer respondents and 23% of autumn respondents.

35% of all respondents uploaded photos either during a visit or when they returned home (48% and 23% of summer and autumn respondents respectively).

19% of all respondents (30% and 9% of summer and autumn respondents respectively) posted online reviews either during their visit or when they returned home.


Activities/Attractions & Places of Interest Visited

The most popular activities undertaken, regardless of the period of interviewing were: eating & drinking; shopping and going for a short walk of up to 2 miles.

45

Activity takingCUMULATIVE (AUG‐NOV

2016)

CUMULATIVE ‐ % for whom the activity

was the main reason for their visit

SUMMER (AUG 2016)

SUMMER ‐ % for whom the activity


AUTUMN (SEPT‐NOV

2016)

AUTUMN ‐ % for whom the activity


Eating & drinking 87% 4% 87% 3% 87% 5%

Shopping 75% 2% 76% 1% 74% 3%

Short walk ‐ up to 2 miles 71% 7% 74% 2% 68% 11%Spending half day or more on beach 60% 7% 73% 8% 49% 7%

Long walk ‐more than 2 miles 52% 9% 50% 1% 54% 17%Using the South West Coast Path 38% 6% 37% 1% 40% 10%

Swimming in the sea 36% 1% 49% 2% 25% 0%

Arts/cultural activities 20% 2% 16% ‐ 23% 4%

Other 10% 10% 14% 17% 7% 4%Attending a festival and/or event 14% 1% 18% 1% 10% 2%

Swimming (pool) 14% ‐ 21% ‐ 8% 0%

Cycling 10% 1% 16% 1% 5% 1%

Visiting the cinema 9% ‐ 9% 1% 9% 0%Other water sports ‐kayaking/windsurfing 8% 1% 12% ‐ 4% 2%

Fishing 6% ‐ 12% ‐ 1% 0%

Sailing/yachting/boating 6% 1% 9% ‐ 3% 2%Golf 3% ‐ 4% 1% 2% 0%Other outdoor sport/pursuit 3% ‐ 5% ‐ 1% 0%

Visit a spa/well being centre 2% ‐ 3% ‐ 1% 0%

Beaches/the sea and fishing villages/harbours were the most popular types of attractions/places of interest visited regardless of the period of interview.

46

74%77%

71%73%75% 72%

57% 56% 58%53%

46%

60%

39% 40%

38%36% 38% 33%32%

36%

28%27%

38%

17%24%

29%

19%15%

23%

7%4% 5%

3%

2%3%

1%1%0%

20%

40%

60%

80%

100%


Types of attractions or places of interest visited/planned to visit during trip to Cornwall

Beaches/the sea Fishing villages/harbours Rural towns/villagesEstuaries/rivers Historic properties/sites Larger towns/citiesGardens Family attractions Museum/galleriesBoat trip(s) Other TheatresNightclubs

47

51%

71%

29%

39%

24%

57%

13%10%

17%

8% 7% 9%7% 5%9%

3% 5%3% 5%

0%

20%

40%

60%

80%


Museums/galleries visited/planned to visit during trip to Cornwall –those who had visited/planned to visit a museum/art gallery during

their visit

Other National Maritime Museum Cornwall

Penlee House Gallery & Museum Falmouth Art Gallery

Royal Cornwall Museum Telegraph Museum Porthcurno

Wheal Martyn

Other museums and the National Maritime Museum Cornwall were the most popular museums/galleries visited regardless of the period of interview.


Visitors’ Opinions of Cornwall

IntroductionThe 2016 Cornwall Visitor Survey obtained visitors’ satisfaction levels with a wide range of factors or indicators which together comprise the ‘visitor experience’. Each factor, or indicator, was rated on a range of ‘1’ to ‘5’ scale where ‘1’ = ‘very poor’ (or the most negative response), ‘2’ = ‘poor, ‘3’ = ‘average’, ‘4’ = ‘good’ and ‘5’ = ‘very good’ (or the most positive response), allowing a satisfaction ‘score’ (out of a maximum of five) to be calculated.

The areas explored in terms of satisfaction were:

• Accommodation

• Shopping

• Places to eat & drink

• Places to visit/attractions

• Theatres/galleries/museums

• Beaches

• Ease of finding way around

• Public transport

• Upkeep of parks & open spaces

• Enjoyment of using the South West Coast Path

• Cleanliness of streets

• Car parks

• Nightlife/evening entertainment

• Overall impression of Cornwall

• Overall enjoyment of visit

49

Satisfaction indicator – all visitors

1 Accommodation ‐ quality of service 4.60 18 Pedestrian signs 4.30

2 Accommodation ‐ value for money 4.50 19 Display maps & information boards 4.31

3 Shopping ‐ range 4.24 20 Public transport ‐ quality of service 4.25

4 Shopping ‐ quality of service 4.38 21 Public transport ‐ value for money 4.38

5 Shopping ‐ value for money 4.12 22 Upkeep of the parks & open spaces 4.64

6 Places to eat & drink ‐ range 4.54 23 Enjoyment of using the South West Coast Path 4.79

7 Places to eat & drink ‐ quality of service 4.56 24 Cleanliness of the streets 4.52

8 Places to eat & drink ‐ value for money 4.22 25 Parking ‐ ease of parking 3.73

9 Places to visit/attractions ‐ range 4.63 26 Parking ‐ quality of service 3.78

10 Places to visit/attractions ‐ quality of service 4.61 27 Parking ‐ value for money 3.35

11 Places to visit/attractions ‐ value for money 4.35 28 Nightlife/evening entertainment ‐ range 4.09

12 Theatre/galleries/museums ‐ range 4.32 29 Nightlife/evening entertainment ‐ quality of service 4.10

13 Theatre/galleries/museums ‐ quality of service 4.44 30 Nightlife/evening entertainment ‐ value for money 4.05

14 Theatre/galleries/museums ‐ value for money 4.32 31 Overall impression of Cornwall in terms of general atmosphere 4.80

15 Quality of the beaches 4.82 32 Overall impression of Cornwall in terms of feeling of welcome 4.80

16 Cleanliness of the beaches 4.80 33 Overall enjoyment of your visit 4.83

17 Road signs 4.37

Visitor satisfaction scores

50

With the exception of parking in Cornwall, visitor satisfaction levels with their Cornwall experience were very high.

The highest levels of satisfaction were with the overall enjoyment of visit (4.83), quality of the beaches (4.82) and cleanliness of the beaches (4.80) and lowest were for all aspects of parking in the county.

Satisfaction indicator Score Ranking Satisfaction indicator Score Ranking

Overall enjoyment of your visit 4.83 1 Road signs 4.37 18

Quality of the beaches 4.82 2 Places to visit/attractions ‐ value for money 4.35 19

Cleanliness of the beaches 4.80 3 Theatre/galleries/museums ‐ range 4.32 20

Overall impression of Cornwall in terms of general atmosphere 4.80 4 Theatre/galleries/museums ‐ value for money 4.32 21

Overall impression of Cornwall in terms of feeling of welcome 4.80 5 Display maps & information boards 4.31 22

Enjoyment of using the South West Coast Path 4.79 6 Pedestrian signs 4.30 23

Upkeep of the parks & open spaces 4.64 7 Public transport ‐ quality of service 4.25 24

Places to visit/attractions ‐ range 4.63 8 Shopping ‐ range 4.24 25

Places to visit/attractions ‐ quality of service 4.61 9 Places to eat & drink ‐ value for money 4.22 26

Accommodation ‐ quality of service 4.60 10 Shopping ‐ value for money 4.12 27

Places to eat & drink ‐ quality of service 4.56 11 Nightlife/evening entertainment ‐ quality of service 4.10 28

Places to eat & drink ‐ range 4.54 12 Nightlife/evening entertainment ‐ range 4.09 29

Cleanliness of the streets 4.52 13 Nightlife/evening entertainment ‐ value for money 4.05 30

Accommodation ‐ value for money 4.50 14 Parking ‐ quality of service 3.78 31

Theatre/galleries/museums ‐ quality of service 4.44 15 Parking ‐ ease of parking 3.73 32

Shopping ‐ quality of service 4.38 16 Parking ‐ value for money 3.35 33

Public transport ‐ value for money 4.38 17

Visitor satisfaction score ranking

51

Visitor satisfaction scores

A breakdown of the satisfaction scores by period of interview are shown on the pages to follow but, across the board, satisfaction levels were highest amongst autumn respondents compared with those visiting during the summer.

52

3.00

3.50

4.00

4.50

5.001

23

4

5

6

7

8

9

10

11

12

13

1415

1617181920

21

22

23

24

25

26

27

28

29

30

3132

33

Staying visitors’ opinions of all aspects of their accommodation in Cornwall were high and included 4.60 out of 5.00 for quality of service and 4.50 for value for money. Autumn respondents rated each of the accommodation indicators higher than summer respondents.

53

6%

6%

5%

9%

12%

6%

21%

23%

19%

26%

30%

21%

71%

67%

75%

64%

55%

72%

0% 20% 40% 60% 80% 100%

Accomm quality of service ‐ CUMULATIVE

Accomm quality of service ‐ SUMMER

Accomm quality of service ‐ AUTUMN

Accomm value for money ‐ CUMULATIVE

Accomm value for money ‐ SUMMER

Accomm value for money ‐ AUTUMN

Visitors opinions – Accommodation by period



5.00)

4.61

4.37

4.50

4.69

4.60

4.52

54

3%

4%

16%

22%

12%

13%

18%

8%

22%

24%

20%

35%

38%

33%

35%

37%

33%

40%

41%

38%

46%

37%

54%

52%

44%

59%

37%

33%

40%

0 0.2 0.4 0.6 0.8 1

Shopping ‐ range ‐ CUMULATIVE

Shopping ‐ range ‐ SUMMER

Shopping ‐ range ‐ AUTUMN

Shopping ‐ quality of service ‐ CUMULATIVE

Shopping ‐ quality of service ‐ SUMMER

Shopping ‐ quality of service ‐ AUTUMN

Shopping ‐ value for money ‐ CUMULATIVE

Shopping ‐ value for money ‐ SUMMER

Shopping ‐ value for money ‐ AUTUMN

Visitors opinions – Shopping by period



5.00)

4.17

4.06

4.12

4.51

4.38

4.25

4.40

4.07

4.24

Visitors’ opinions of all aspects of shopping in Cornwall were also very good and included 4.24 out of 5.00 for range of shops, 4.38 for quality of service and 4.12 for value for money. Autumn respondents rated each of the shopping indicators higher than summer respondents.

55

5%

6%

10%

4%

7%

8%

6%

12%

14%

11%

26%

35%

17%

29%

41%

19%

40%

46%

34%

65%

52%

77%

63%

51%

74%

44%

35%

52%

0% 20% 40% 60% 80% 100%

Places to eat & drink ‐ range ‐ CUMULATIVE

Places to eat & drink ‐ range ‐ SUMMER

Places to eat & drink ‐ range ‐ AUTUMN

Places to eat & drink ‐ quality of service ‐ CUMULATIVE

Places to eat & drink ‐ quality of service ‐ SUMMER

Places to eat & drink ‐ quality of service ‐ AUTUMN

Places to eat & drink ‐ value for money ‐ CUMULATIVE

Places to eat & drink ‐ value for money ‐ SUMMER

Places to eat & drink ‐ value for money ‐ AUTUMN

Visitors opinions – Places to eat & drink by period



5.00)

4.36

4.08

4.22

4.68

4.56

4.42

4.69

4.37

4.54

Visitors’ opinions of all aspects of places to eat & drink in Cornwall were also very high and included 4.54 out of 5.00 for range of places to eat & drink, 4.56 for quality of service and 4.22 for value for money. Autumn respondents once again rated each of the places to eat & drink indicators higher than summer respondents.

56

3%

4%

5%

5%

5%

5%

6%

4%

9%

12%

6%

23%

24%

22%

28%

31%

25%

32%

34%

30%

70%

69%

72%

67%

61%

72%

54%

49%

60%

0 0.2 0.4 0.6 0.8 1

Places to visit/attractions ‐ range ‐ CUMULATIVE

Places to visit/attractions ‐ range ‐ SUMMER

Places to visit/attractions ‐ range ‐ AUTUMN

Places to visit/attractions ‐ quality of service ‐ CUMULATIVE

Places to visit/attractions ‐ quality of service ‐ SUMMER

Places to visit/attractions ‐ quality of service ‐ AUTUMN

Places to visit/attractions ‐ value for money ‐ CUMULATIVE

Places to visit/attractions ‐ value for money ‐ SUMMER

Places to visit/attractions ‐ value for money ‐ AUTUMN

Visitors opinions – Places to visit/attractions by period



5.00)

4.43

4.28

4.35

4.68

4.61

4.54

4.64

4.61

4.63

Visitors’ opinions of all aspects of places to visit/attractions in Cornwall were also very good and included 4.63 out of 5.00 for range of places to visit/attractions, 4.61 for quality of service and 4.35 for value for money. Autumn respondents once again rated each of the places to visit/attractions indicators higher than summer respondents.

57

5%

13%

11%

15%

11%

13%

7%

13%

18%

7%

31%

39%

20%

27%

35%

19%

37%

45%

27%

52%

44%

63%

60%

48%

74%

48%

35%

64%

0 0.2 0.4 0.6 0.8 1

Theatres/galleries/museums ‐ range ‐ CUMULATIVE

Theatres/galleries/museums ‐ range ‐ SUMMER

Theatres/galleries/museums ‐ range ‐ AUTUMN

Theatres/galleries/museums ‐ quality of service ‐CUMULATIVE

Theatres/galleries/museums ‐ quality of service ‐ SUMMER

Theatres/galleries/museums ‐ quality of service ‐ AUTUMN

Theatres/galleries/museums ‐ value for money ‐ CUMULATIVE

Theatres/galleries/museums ‐ value for money ‐ SUMMER

Theatres/galleries/museums ‐ value for money ‐ AUTUMN

Visitors opinions – Theatres/galleries/museums by period



5.00)

4.52

4.14

4.32

4.67

4.44

4.25

4.43

4.23

4.32

Visitors’ opinions of all aspects of the theatres/galleries/museums in Cornwall were very high and included 4.32 out of 5.00 for range of theatres/galleries/museums, 4.44 for quality of service and 4.32 for value for money. Autumn respondents once again rated each of the theatres/galleries/museums indicators higher than summer respondents.

58

3%

4%

3%

5%

11%

17%

6%

13%

18%

9%

86%

78%

92%

84%

77%

89%

0 0.2 0.4 0.6 0.8 1

Quality of the beaches ‐ CUMULATIVE

Quality of the beaches ‐ SUMMER

Quality of the beaches ‐ AUTUMN

Cleanliness of the beaches ‐ CUMULATIVE

Cleanliness of the beaches ‐ SUMMER

Cleanliness of the beaches ‐ AUTUMN

Visitors opinions – Beaches by period



5.00)

4.88

4.73

4.80

4.91

4.73

4.82

Visitors’ opinions of the quality of the beaches (4.82) and cleanliness of the beaches (4.80) were the two highest scores of all the indicators being explored by the survey after the score for the overall enjoyment of visit (4.83). Autumn respondents rated both indicators higher than summer respondents.

59

3%

3%

4%

4%

2%

5%

3%

4%

10%

12%

7%

13%

14%

13%

13%

10%

16%

25%

34%

17%

31%

42%

20%

29%

42%

17%

60%

50%

70%

52%

42%

62%

54%

45%

61%

0% 20% 40% 60% 80% 100%

Road signs ‐ CUMULATIVE

Road signs ‐ SUMMER

Road signs ‐ AUTUMN

Pedestrian signs ‐ CUMULATIVE

Pedestrian signs ‐ SUMMER

Pedestrian signs ‐ AUTUMN

Display maps & information boards ‐ CUMULATIVE

Display maps & information boards ‐ SUMMER

Display maps & information boards ‐ AUTUMN

Visitors opinions – Ease of finding way around by period



5.00)

4.33

4.28

4.31

4.37

4.30

4.23

4.48

4.27

4.37

Visitors’ opinions of the road signs (4.37), pedestrian signs (4.30) and display maps and information boards in Cornwall (4.31) were all rated highly. Autumn respondents rated all the ease of finding way around indicators higher than summer respondents.

60

3%

11%

16%

7%

6%

10%

3%

12%

16%

9%

7%

6%

8%

19%

22%

16%

25%

32%

18%

59%

47%

67%

61%

52%

68%

0 0.2 0.4 0.6 0.8 1

Public transport ‐ quality of service ‐ CUMULATIVE

Public transport ‐ quality of service ‐ SUMMER

Public transport ‐ quality of service ‐ AUTUMN

Public transport ‐ value for money ‐ CUMULATIVE

Public transport ‐ value for money ‐ SUMMER

Public transport ‐ value for money ‐ AUTUMN

Visitors opinions – Public transport by period



5.00)

4.47

4.26

4.38

4.44

4.00

4.25

Visitors’ opinions of public transport in Cornwall were all rated highly and ranged from 4.25 out of 5.00 for quality of service and 4.38 for value for money. As with all the other indicators, autumn respondents rated all aspect of public transport higher than summer respondents.

61

4%

6%

3%

7%

9%

5%

28%

31%

25%

17%

24%

12%

29%

33%

26%

68%

64%

73%

81%

76%

85%

62%

56%

69%

0 0.2 0.4 0.6 0.8 1

Upkeep of the parks & open spaces ‐ CUMULATIVE

Upkeep of the parks & open spaces ‐ SUMMER

Upkeep of the parks & open spaces ‐ AUTUMN

Enjoyment of using the South West Coast Path ‐ CUMULATIVE

Enjoyment of using the South West Coast Path ‐ SUMMER

Enjoyment of using the South West Coast Path ‐ AUTUMN

Cleanliness of the streets ‐ CUMULATIVE

Cleanliness of the streets ‐ SUMMER

Cleanliness of the streets ‐ AUTUMN

Visitors opinions – Parks & open spaces, South West Coast Path & cleanliness of the streets by period



5.00)

4.63

4.42

4.52

4.82

4.79

4.76

4.71

4.58

4.64

Visitors’ opinions of the parks/open spaces (4.64), South West Coast Path (4.79) and cleanliness of the streets in Cornwall (4.52) were all rated highly. Once again, autumn respondents rated all of the indicators higher than summer respondents.

The ease of parking (3.73), quality of service (3.78) and value for money of parking in Cornwall (3.35) were the three lowest ranked indicators in terms of visitor satisfaction being explored by the survey. There was little variation in the results according to period of interview.

62

9%

9%

9%

5%

7%

2%

10%

10%

11%

9%

10%

7%

8%

7%

8%

14%

13%

15%

20%

21%

19%

22%

24%

19%

26%

28%

24%

27%

30%

24%

37%

41%

32%

30%

32%

29%

36%

31%

41%

29%

22%

38%

19%

17%

22%

0% 20% 40% 60% 80% 100%

Parking ‐ ease of parking ‐ CUMULATIVE

Parking ‐ ease of parking ‐ SUMMER

Parking ‐ ease of parking ‐ AUTUMN

Parking ‐ quality of service ‐ CUMULATIVE

Parking ‐ quality of service ‐ SUMMER

Parking ‐ quality of service ‐ AUTUMN

Parking ‐ value for money ‐ CUMULATIVE

Parking ‐ value for money ‐ SUMMER

Parking ‐ value for money ‐ AUTUMN

Visitors opinions – car parks by period



5.00)

3.36

3.33

3.35

3.96

3.78

3.63

3.81

3.64

3.73

All aspects of nightlife/evening entertainment in Cornwall were rated good to very good including 4.09 for the range, 4.10 for quality of service and 4.05 for value for money. Autumn respondents rated all aspects of nightlife/evening entertainment higher than summer respondents.

63

4%

6%

5%

7%

5%

3%8%

4%

6%

2%

3%

5%

6%

19%

24%

7%

19%

23%

8%

16%

19%

8%

23%

33%

26%

33%

8%

30%

39%

8%

49%

30%

93%

48%

33%

83%

44%

32%

75%

0% 20% 40% 60% 80% 100%

Nightlife/evening entertainment ‐ range ‐ CUMULATIVE

Nightlife/evening entertainment ‐ range ‐ SUMMER

Nightlife/evening entertainment ‐ range ‐ AUTUMN

Nightlife/evening entertainment ‐ quality of service ‐ CUMULATIVE

Nightlife/evening entertainment ‐ quality of service ‐ SUMMER

Nightlife/evening entertainment ‐ quality of service ‐ AUTUMN

Nightlife/evening entertainment ‐ value for money ‐ CUMULATIVE

Nightlife/evening entertainment ‐ value for money ‐ SUMMER

Nightlife/evening entertainment ‐ value for money ‐ AUTUMN

Visitors opinions – nightlife/evening entertainment by period



5.00)

4.42

3.90

4.05

4.75

4.10

3.83

4.86

3.76

4.09

Visitors’ opinions of the general atmosphere and feeling of welcome in Cornwall (4.80 in each case) were the fourth highest indicators of all the 33 being explored by the survey. At 4.83 out of 5.00 overall enjoyment of visit was the highest ranked indicator amongst visitors’ to the county. Autumn respondents rated each aspect higher than summer respondents.

64

18%

20%

16%

17%

19%

15%

15%

16%

15%

81%

79%

84%

81%

78%

85%

84%

83%

85%

0 0.2 0.4 0.6 0.8 1

Overall impression of Cornwall in terms of general atmosphere ‐ CUMULATIVE

Overall impression of Cornwall in terms of general atmosphere ‐ SUMMER

Overall impression of Cornwall in terms of general atmosphere ‐ AUTUMN

Overall impression of Cornwall in terms of feeling of welcome ‐ CUMULATIVE

Overall impression of Cornwall in terms of feeling of welcome ‐ SUMMER

Overall impression of Cornwall in terms of feeling of welcome ‐ AUTUMN

Overall enjoyment of your visit ‐ CUMULATIVE

Overall enjoyment of your visit ‐ SUMMER

Overall enjoyment of your visit ‐ AUTUMN

Visitors opinions – overall by period



5.00)

4.85

4.82

4.83

4.85

4.80

4.74

4.83

4.77

4.80

68% of all respondents including 64% and 67% of summer and autumn respondents respectively said their visit to Cornwall had met with their expectations. 28% said their visit had been better or much better than they expected including 32% of summer and 30% of autumn respondents respectively.

65

2%

3%

68%

64%

71%

23%

29%

17%

5%

3%

7%

2%

2%

0% 20% 40% 60% 80% 100%

Cumulative(Aug‐Nov 2016)

Summer (Aug2016)


How visit to Cornwall lived up to expectations

Much worse than expected Worse than expected As expectedBetter than expected Much better than expected Don't know

Respondents gave Cornwall a recommendation score of +72% for their likelihood of recommending it as a place to visit to their friends/family ranging from +69% for summer respondent and +67% for autumn respondents. These are very high scores on a metric that can range from ‐100% to +100%.

66

2% 3% 1%

24% 26%22%

74% 72%77%

0%

20%

40%

60%

80%

100%


Recommendation score for visit to Cornwall

Detractors Passives Promoters




Visitors to Cornwall were asked what they most liked about their visit to the county, what they least liked or what, if anything, they thought could be improved. A wide range of likes were provided by respondents and the word cloud below illustrates the relative strength of each particular like below.

The scenery and beaches were by far the overwhelming top ‘likes’ coming out of the survey along with things such as the sea, atmosphere, friendly and coastline. There was little variation according to the period of interviewing.

Visitors’ likes

67

Visitors’ dislikes/suggestions for improvement56% of respondents mentioned something which they disliked about their visit to Cornwall or which they felt could be improved. A wide range of dislikes/improvements were also provided by respondents and, once again, the word cloud below illustrates the relative strength of each particular dislike/improvement below.

The parking and traffic were by far the overwhelming top dislikes/improvements coming out of the survey along with things such as it being expensive, roads, A30, public toilets and seagulls. There was little variation according to the period of interviewing.

68

84% of respondents said they would be very likely to visit Cornwall again in the future including 83% and 86% of summer and autumn respondents respectively.

69

2%

13%

14%

12%

84%

83%

86%

0% 20% 40% 60% 80% 100%

Cumulative(Aug‐Nov 2016)

Summer (Aug2016)


Likelihood to visit Cornwall again in the future

Very unlikely Unlikely Neither unlikely nor likely Likely Very likely Don't know

40% of respondents would be likely to re‐visit Cornwall again in the future for a main holiday including 54% and 28% of summer and autumn respondents respectively. The largest proportion of respondents (62%) would be likely to re‐visit for a secondary holiday (including 52% of summer respondents and 71% of autumn respondents). 41% of respondents would be likely to re‐visit for a short break Including 41% and 40% of summer and autumn respondents respectively.

70

40%

54%

28%

62%

52%

71%

41% 41% 42%

0%

10%

20%

30%

40%

50%

60%

70%

80%


Type of trip likely to re‐visit Cornwall for

Main holiday Secondary Short break

The words most associated with Cornwall, regardless of the period of interview were; Good beaches; stunning coastline, fishing villages/harbours, unspoilt countryside and local food & drink.

71

91%

89%

80%

73%

71%

66%

64%

61%

55%

88%

86%

81%

70%

65%

59%

58%

59%

56%

93%

92%

79%

77%

76%

72%

69%

63%

54%

0% 20% 40% 60% 80% 100%

Good beaches

Stunning coastline

Fishing villages/ harbours

Unspoilt countryside

Local food & drink

Unique landscape

Laid back

The South West

Surf culture

Words associated with Cornwall

AUTUMN (Sept‐Nov 2016) SUMMER (Aug 2016) CUMULATIVE (Aug‐Nov 2016)

72

49%

47%

47%

46%

41%

36%

35%

31%

23%

21%

16%

43%

45%

42%

60%

42%

32%

32%

35%

24%

26%

18%

55%

49%

52%

33%

39%

39%

38%

27%

23%

17%

14%

0% 20% 40% 60% 80% 100%

Distinctive heritage

South West Coast Path

Dog friendly

Historic buildings & gardens

Doc Martin

Cultural

Poldark

Iconic attractions

Museums & art galleries

Events & festivals

Theatre & arts

Words associated with Cornwall

AUTUMN (Sept‐Nov 2016) SUMMER (Aug 2016) CUMULATIVE (Aug‐Nov 2016)

The words least associated with Cornwall, regardless of the period of interview were; Theatre & arts, events & festivals and museums & art galleries.


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Documents

Cornwall Visitor Survey 2016 Quarterly Update …...Cornwall Visitor Survey 2016 Quarterly Update Report Summer & Autumn Interviewing Periods 2016 Produced for and on behalf of Visit