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Cover Page Research Report Quality of Visitor Experience Survey: Haldon Forest Prepared for: The Forestry Commission

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Page 1: Quality of Visitor Experience Survey: Haldon Forest€¦ · Heneage Street West Aston Science Park Birmingham B7 4AX UK Tel: +44 (0) 121 3336006 ... 1.2 Haldon Forest ... the visitor

Cover Page

Research

Report

Quality of Visitor Experience Survey: Haldon Forest

Prepared for: The Forestry Commission

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Quality of Visitor Experience Survey: Haldon Forest

Prepared for: The Forestry Commission

Prepared by: BMG Research

Date: March 2013

Produced by BMG Research

© Bostock Marketing Group Ltd, 2013

www.bmgresearch.co.uk

Project: 8189

Registered in England No. 2841970

Registered office:

7 Holt Court North

Heneage Street West

Aston Science Park

Birmingham

B7 4AX

UK

Tel: +44 (0) 121 3336006

UK VAT Registration No. 580 6606 32

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Market Research Society Company Partner

British Quality Foundation Member

The provision of Market Research Services in accordance with ISO 20252:2006

The provision of Market Research Services in accordance with ISO 9001:2008

Investors in People Standard - Certificate No. WMQC 0614

Interviewer Quality Control Scheme (IQCS) Member Company

Registered under the Data Protection Act - Registration No. Z5081943

The BMG Research logo is a trade mark of Bostock Marketing Group Ltd

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Table of Contents

Quality of Visitor Experience Survey: Haldon Forest ............................................................ 1

1 Executive summary ........................................................................................................ 3

1.1 Quality of Visitor Experience research .................................................................... 3

1.2 Haldon Forest ......................................................................................................... 3

1.3 Perceptions of the site ............................................................................................ 3

1.4 Strengths of the site ................................................................................................ 3

1.5 Areas for improvement ............................................................................................ 4

1.6 Visitor profile ........................................................................................................... 4

2 Introduction .................................................................................................................... 5

2.1 Background............................................................................................................. 5

2.2 Research programme ............................................................................................. 5

2.2.1 2010-2013 programme .................................................................................... 5

2.2.2 2012 programme ............................................................................................. 6

2.3 Report ..................................................................................................................... 6

2.4 Data reporting ......................................................................................................... 7

3 Visitor profile information ................................................................................................ 8

3.1 Visitor profile ........................................................................................................... 8

3.2 Group profile ......................................................................................................... 10

3.2.1 Size of group.................................................................................................. 10

3.2.2 Composition of group ..................................................................................... 11

4 Profile of visit ............................................................................................................... 12

4.1 Type of visit........................................................................................................... 12

4.2 Visitor origin .......................................................................................................... 13

4.3 Frequency of visits ................................................................................................ 14

4.3.1 First time visitors ............................................................................................ 14

4.3.2 Repeat visitors ............................................................................................... 14

4.4 Length of visit ........................................................................................................ 15

4.5 Activities undertaken ............................................................................................. 16

4.6 Length of time spent on activities .......................................................................... 18

4.7 Overall spending during the visit ........................................................................... 19

5 Perceptions of the site.................................................................................................. 21

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5.1 Overall rating of the site as a place to visit ............................................................ 21

5.2 Rating of Haldon Forest as safe and welcoming ................................................... 22

5.3 Recommending the site as a place to visit ............................................................ 23

5.4 Favourite thing about the site ................................................................................ 24

6 Site facilities ................................................................................................................. 26

6.1 Importance of site facilities .................................................................................... 26

6.2 Rating of site facilities (where used) ...................................................................... 28

6.3 Ratings of site facilities by perceived importance .................................................. 29

7 Information about sites ................................................................................................. 30

7.1 Sources used to plan visit ..................................................................................... 30

7.2 Use of Forestry Commission website .................................................................... 31

7.3 Ratings of the website ........................................................................................... 31

7.4 Visiting other sites ................................................................................................. 31

8 Discovery passes ......................................................................................................... 33

8.1 Current uptake of Discovery passes ..................................................................... 33

8.2 Interest in Season Tickets & Discovery Passes .................................................... 34

Appendix A: Questionnaire ................................................................................................. 35

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1 Executive summary

1.1 Quality of Visitor Experience research

BMG Research has been commissioned to undertake a Quality of Visitor Experience

(QoE) survey on behalf of the Forestry Commission and from 2010-2013 will conduct

approximately 10,000 surveys across fifty forest sites in England and Wales.

In 2012, BMG conducted interviews at fifteen forest sites in England and Wales,

including four high usage sites in England and eleven medium usage sites in Wales.

This report summarises findings from 248 visitor interviews completed at Haldon

Forest in 2012; throughout the report, comparisons have been made between

findings at Haldon Forest and the straight average across the nineteen sites used in

England to date.

1.2 Haldon Forest

Haldon Forest is 3,500 acres of woodland situated just 15 minutes from Exeter with

panoramic views. There’s something for everyone at Haldon Forest. The site has a

wide range of walking trails including a trail specially designed to stimulate the

senses, cycle trails, horse riding trails, orienteering, segway trail, art and cafe.

1.3 Perceptions of the site

Almost all Haldon Forest visitors said the site was either excellent or very good as a

place to visit (92%), which was consistent with the average across all sites (91%).

Almost all visitors rated the site as either excellent or very good in terms of how safe

and welcoming it is (91%) which was also consistent with the average (90%).

The majority of visitors would recommend Haldon Forest as a place to visit – four in

five (83%) provided a rating of 9 or 10 out of ten, in terms of how likely they would be

to recommend the site to friends or family.

1.4 Strengths of the site

Visitors’ favourite things about Haldon Forest were the cycling trails, the beautiful

scenery and views and the good on-site facilities.

Cycling tracks or trails were particularly important to visitors when deciding to visit

Haldon Forest, as well as car parking and toilets.

Ratings were generally positive with all facilities being rated excellent or very good by

over half of visitors. The majority of those who had used the cycling tracks at Haldon

Forest said these were either excellent or very good; cycle hire, choices of paths for

walking and clear sign posting of paths and trails were also highly rated, as well as

the visitor centre/shop.

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1.5 Areas for improvement

In terms of facilities, visitors were slightly less positive about car parking, play

areas/equipment and staff available at the site.

However there were no facilities which were regarded as important, but received

lower than average ratings.

1.6 Visitor profile

Over four fifths had been to Haldon Forest before, which was a similar proportion to

the average across sites. The frequency of Haldon Forest visitors varied slightly from

the average across sites with a fifth visiting at least weekly which was consistent with

the average, over a third visiting at least monthly which was higher than the average,

and a similar proportion at least annually which was less than the average. Haldon

Forest visitors most commonly spent between 2 to 3 hours at the site and the

average amount of time spent at the site was consistent with the average amount of

time spent across all sites.

There were considerably more male visitors than female visitors at Haldon Forest.

Haldon Forest visitors were more likely to be younger (aged under 45 years) which

was in line with the average across sites.

Consistent with the average, visitors to Haldon Forest were most likely to be

‘Families’.

Around a half of visitors had brought children with them to Haldon Forest, which was

consistent with the average across sites in England.

The majority of visitors to Haldon Forest were visiting as part of a day trip of less than

3 hours away from home which was consistent with the average across all sites. The

majority of those surveyed who provided their postcode lived in or around the South

West.

Cycling was a very popular activity at Haldon Forest, as was walking but less so. A

number of visitors had also used the café facilities.

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2 Introduction

2.1 Background

The Forestry Commission (FC) is the non-Ministerial Department responsible for

managing over 350,000 hectares of woodland estate in England and Wales on behalf

of the UK and Welsh Government. Each year in Wales, somewhere in the region of

4 million visits are made to this estate, including 0.5 million to sites with visitor

centres, whilst in England somewhere in the region of 40 million visits are made to

the estate each year, including 3 million to sites with visitor centres.

The provision of a quality visitor experience is vital in encouraging both new and

repeat visitors to the forests. Maintaining or improving the quality of experience at

Forestry Commission managed sites is part of a wide-ranging programme of work by

the Forestry Commission to encourage the development and promotion of woodland

access throughout England and Wales, developing suitable infrastructure and well

managed woodlands that feel safe and welcoming to visitors.

As part of this programme of work, BMG Research was commissioned to undertake

a Quality of Visitor Experience (QoE) survey at selected sites across England and

Wales. The aims of the survey are as follows:

To provide the Forestry Commission with information on the quality of visitor

experience at each site;

To use a set of standard questions so that the quality of visitor experience at

each site can be scored, benchmarked and tracked over time;

To use a set of tailored questions at each site to give information on how the

visitor experience at that particular site could be improved;

At lower usage sites only (12 in total, and all in Wales), to conduct an additional

survey of residents in the immediate area of the site, in order to provide

information on how greater usage of the site could be encouraged.

2.2 Research programme

2.2.1 2010-2013 programme

Between 2010 and 2013, BMG will conduct around 10,000 surveys across 50 forest

sites in England and Wales. All selected sites in England are high usage, but sites in

Wales include a mix in terms of low, medium and high usage sites. All interviews are

conducted face-to-face with interviewers based at key forest access points, and

conducting interviews with visitors who are coming to the end of their visit.

Interviewing days are spread by season, day of the week and time of day, in order to

capture the views of a range of visitors. For low usage forests (all of which are in

Wales), where visitor numbers were likely to be insufficient to enable a robust survey

to be undertaken, surveys were undertaken with local residents to explore levels of

usage and any barriers to accessing the site.

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2.2.2 2012 programme

In 2012, BMG Research conducted interviews at fifteen forest sites, including four

high usage sites in England:

Dalby Forest;

Haldon Forest;

Kielder Forest; and

Rosliston and Hicks Lodge.

In Wales, interviews were conducted at eleven sites, all of which were medium usage

sites:

Abergynolwyn (Medium usage);

Craig y Dinas (Medium usage);

Cwmhaeadr (Medium usage);

Forest Fawr (Medium usage);

Gwaun Hepste (Medium usage);

Hafod (Medium usage);

Llangwyfan (Medium usage);

Nercwys (Medium usage);

Tan y Coed (Medium usage);

The Arch (Medium usage); and

Warren (Medium usage).

At Haldon Forest, a total of 248 visitors were interviewed, on 14th April and 15th April

(81 interviews); on 5th and 6th August (70 interviews) and 6th and 7th October 2012 (97

interviews).

A sample size of 248 carries a maximum confidence interval of +/- 6%.

2.3 Report

This report summarises results of the survey undertaken at Haldon Forest during

2012, and includes site scores on key visitor measures. Throughout this report,

comparisons have been made between findings at Haldon Forest and the straight

average across the nineteen sites surveyed in England to date, which represents a

sample of 4,615. Where any differences are statistically significant1 this has been

highlighted in the text.

In some instances, respondents who answered ‘don’t know’ or who did not answer

the relevant question have been excluded from the sample to ensure comparability of

responses across different elements within each site, and across different sites,

which results in a reduced sample base. The title of each table or graph will state

whether data has been run on all responses, or if certain responses have been

removed (valid responses only).

1 At 95% level of confidence

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Results have been presented rounded to 0 decimal places, which may mean that in

the reporting of percentages, some percentages may not add up to exactly 100%.

For example, if there are 48.5% of males and 51.5% of females, these figures would

be rounded up to 49% and 52%, totalling 101%. This explains the instances where

summary text does not match a graph or table it is referring to.

Sections 3 to 7 of this report present the main findings from the Quality of Visitor

Experience Survey. Appendix 1 provides a copy of the questionnaire used for the

survey.

2.4 Data reporting

A separate data report is available, containing cross-tabulations by the following:

Gender;

Age;

Economic activity;

Size of group;

Children in group;

Lifestage (Family, Empty Nesters etc.)2;

Type of visit;

Frequency of visiting;

Overall rating of site;

Activities undertaken or planned to undertake.

2 Lifestage is defined as follows: Family - Has children aged 15 or under living in their household; Empty Nesters

- Aged 45-65+ with no children in the household, and; Young Independents - Aged 16-34 with no children in the household.

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3 Visitor profile information

3.1 Visitor profile

Visitors were asked a number of demographic questions to determine the types of

people who are visiting Haldon Forest. Responses to these questions are shown in

the table overleaf, compared with data for the average across all sites.

There were considerably more males than females among those surveyed at Haldon

Forest, with almost two thirds of the sample being male (65%) and just over a third

female (35%). This distribution was less equal than the average across all sites,

where 58% were male and 42% female.

Visitors surveyed at Haldon Forest were more likely to be younger with over seven in

ten (71%) of visitors being aged under 45 compared with under three in ten (29%)

being aged 45 and over. This was relatively consistent with the England average,

with a Haldon Forest mean of 41 years old compared to the average mean of 44

years.

In line with the England average, visitors to Haldon Forest were most likely to be

‘Families’ (60%).

Almost seven in ten (69%) of visitors surveyed at Haldon Forest were employed full

time which was relatively consistent with the average across England sites of 63%.

In terms of disability, 2% of visitors to Haldon Forest had a disability which was in line

with the average across England (4%).

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Figure 1: Profile of visitors in terms of key demographics

Haldon Forest

%

Average across all

England sites %

Gender Male 65% 58%

Female 35% 42%

Age 16-24 4% 5%

25-34 25% 22%

35-44 41% 37%

45-54 21% 18%

55-64 4% 10%

65+ 3% 7%

Refused 0% 1%

Lifestage Family (Children in household)

60% 54%

Empty Nesters (Aged 45-65+ with no children)

15% 24%

Young Independents (Aged 16-34 with no children)

21% 15%

Other 4% 7%

Working status Employee in full time job (30 hours plus per week) 69% 63%

Employee in part time job (under 30 hours per week) 13% 13%

Self-employed full or part time 10% 5%

On a government supported training programme (e.g. Modern Apprenticeship, Training for Work) 0% 0%

Full time education at school, college or university 1% 1%

Unemployed and available for work 0% 1%

Permanently sick/ Disabled 0% 0%

Wholly retired from work 5% 10%

Looking after the home 2% 5%

Other 0% 0%

Disability3 Yes 2% 4%

No 98% 96%

Sample base 260 4615

3 Whether respondent has any illness, disability or infirmity that has troubled them over 12 months or

more.

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3.2 Group profile

3.2.1 Size of group

In terms of group size, the profile of visitors at Haldon Forest was somewhat different

to the average across sites.

The mean number in a group at Haldon Forest was four, which was higher than the

average across English sites (three), with group sizes at the site ranging from one to

twenty-six. Just over a quarter visited in a pair (29% cf. 45%) with over a half (59%)

coming in a group of three or more visitors, compared to the average of 43%.

Figure 2: Q1. Total size of group (All respondents)

Sample base = Haldon Forest: 248/ Average England sample: 4615

Males were more likely than females to be visiting on their own (15% cf. 1%).

Unsurprisingly ‘Empty Nesters’ were more likely than ‘Families’ to be visiting on their

own (22% cf. 6%) and ‘Young Independents’ were more likely than ‘Families’ to be

visiting in a pair (49% cf. 22% ‘Families’).

12%

29%

21%

18%

20%

12%

45%

15%

14%

14%

One

Two

Three

Four

Five or more

Haldon Forest England Average

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3.2.2 Composition of group

At Haldon Forest, over a half of visitors (52%) did not have any children in the group,

which was consistent with the average across all sites (54%).

Around a quarter were visiting with children aged 0-5 years (24%), or children aged

6-10 in the group (28%), whilst a fifth (19%) were visiting with children aged 11-15

years. This was consistent with the average across all English sites with the

exception of Haldon Forest visitors being less likely to be visiting with children aged

0-5 years.

Figure 3: Q1. Composition of group (All respondents)

Sample base = Haldon Forest : 248/ Average England sample: 4615

Females were more likely than males to have children in their group (64% cf. 45%).

52%

24%

28%

19%

54%

31%

29%

16%

ANY Children in group

Children aged 0-5

Children aged 6-10

Children aged 11-15

Haldon Forest England Average

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4 Profile of visit

4.1 Type of visit

The majority of visitors to Haldon Forest were visiting as part of a day trip of less than

3 hours away from home (85%), which was consistent with the average across all

sites (81%).

Figure 4: Q2. Type of visit (All respondents)

Sample base = Haldon Forest: 248 / Average England sample: 4615

85%

5%

3%

7%

81%

9%

4%

6%

A day trip of less than 3 hours away from home

A day trip of more than 3 hours away from home

A visit that includes an overnight stay

Part of a longer holiday/visit

Haldon Forest England Average

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4.2 Visitor origin

All visitors were asked if they would be willing to provide their postcode for mapping

purposes, and the map below shows how these postcodes are distributed across the

UK.

Reflecting the high proportion of visitors on a day trip less than 3 hours away from

home, the map below shows that the majority of those surveyed at Haldon Forest

and providing a valid postcode live in or around the South West.

Figure 5: Map of visitor origin showing postcodes of visitors (Where provided a valid postcode)

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4.3 Frequency of visits

4.3.1 First time visitors

Over four fifths of visitors had been to Haldon Forest before (83%), which was

consistent with the average across sites, where 82% of respondents had visited the

relevant site on a previous occasion.

4.3.2 Repeat visitors

Excluding first time visitors, a fifth of visitors at Haldon Forest (21%) visited at least

weekly which was relatively consistent with the average (16%). Over a third visited

at least monthly (37%) which was higher than the average (26%) with a similar

proportion (32%) visiting at least yearly compared to an average of 45%.

Figure 6: Q3. Frequency of visits (Where visited site before)

Sample base = Haldon Forest: 206 / Average England sample: 3765

First time visitors were more likely to be on a longer visit (56% cf. 10% on a day trip

less than 3 hours).

Excluding first time visitors, those who were more likely to visit the site regularly i.e.

at least weekly were males (26% cf. 13% females) and those visiting without children

(34% cf. 10% visiting with children).

1%

1%

19%

37%

14%

18%

10%

1%

3%

13%

26%

18%

27%

13%

Every day

4-6 times per week

1-3 times per week

1-3 times per month

4-6 times per year

1-3 times per year

Less often

Haldon Forest England Average

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4.4 Length of visit

Visitors to Haldon Forest had most commonly spent between 2 and 3 hours at the

site (40% cf. 32% average). The average amount of time spent at Haldon Forest

was 2 hours and 41 minutes, which was consistent with the average across all sites

(2 hours and 32 minutes).

Figure 7: Q7a. Approximate length of time spent at the site when interviewed (All respondents)

Sample base = Haldon Forest : 248 / Average England sample: 4615

0%

0%

2%

28%

40%

25%

5%

0%

0%

1%

9%

28%

32%

26%

4%

1%

0-15 minutes

15-30 minutes

30-60 minutes

1 to 2 hours

2 to 3 hours

3 to 5 hours

More than 5 hours

Don't know / not sure

Haldon Forest England Average

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4.5 Activities undertaken

All visitors were asked to say what activities they or other members of their group

had taken part in during the visit, or were intending to take part in. Visitors were

allowed to select as many activities as applicable, including where activities were of a

similar nature, for example, they could walk a dog as well as walking on paths or

trails. Responses provided by at least 1% of respondents are shown in the table

overleaf.

Cycling was a popular activity at Haldon Forest, with almost three quarters (72%) of

respondents taking part in some sort of cycling activity, compared with 41% on

average across the English sites. Over two thirds (69%) had cycled on signposted

trails with over a tenth (15%) having cycled but not following sign posts.

Around a third (36%) had undertaken a walking activity compared with 57% on

average across the English sites. Over a quarter (28%) had walked on a sign posted

trail and over a tenth (13%) had walked a dog, with 4% having walked away from

sign-posted tracks and trails.

Around four in ten visitors had used the used the café facilities (44%) which was in

line with the average across sites. Around a fifth had used the play area (18%) which

was lower than the average (27%). Only 2% had used the visitor centre/shop which

was also lower than the average (12%).

There was some variation among subgroups of respondents at Haldon Forest:

Males were more likely than females to have taken part or plan to take part in

cycling (79% cf. 59%);

Females were more likely than males to have taken part or plan to take part in

walking (56% cf. 26%), using the play area (31% cf. 10%), running/jogging (5%

cf. 0%), picnics or barbecues (13% cf. 6%) or admiring the views (16% cf. 5%);

Those visiting with children were more likely than those without to have taken

part or plan to take part in walking (47% cf. 25%), picnics or barbeques (12% cf.

4%) and admiring the views (13% cf. 5%);

Those classified as ‘Families’ were more likely to have taken part or plan to take

part in cycling (76% cf. 57% ‘Empty Nesters’) and using the play area (26% cf.

8% ‘Empty Nesters’ and 0% ‘Young Independents’);

Those who were not on a day trip of less than 3 hours were more likely than

those who were to have taken part or plan to take part in using the café (61% cf.

41%).

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Figure 8: Q4/5/6. Activities visitors / other members of their group have taken/intend to take part in during their visit (All respondents)

Haldon Forest

England Average

Cycling on forest roads, tracks or trails/Cycling on a signposted trail

69% 30%

Cycling/ mountain biking off tracks and trails/Cycling but not following sign posts

15% 19%

SUMMARY: ANY CYCLING 72% 41%

Walking on a sign-posted trail 28% 41%

Dog walking 13% 17%

Walking but not following sign posts 4% 19%

SUMMARY: ANY WALKING 36% 57%

Using the café /restaurant/ other catering 44% 46%

Using the play area 18% 27%

Admiring the views 9% 12%

Picnic or barbecue 8% 10%

Photography 3% 6%

Using the visitor centre/ shop 2% 12%

Bird watching 1% 4%

Other 7% 6%

Taken part in ACTIVE activities 78% 62%

Taken part in PASSIVE activities 21% 37%

Sample Bases 248 4615

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4.6 Length of time spent on activities

Visitors who said they had taken part or intended to take part in certain activities

were asked how long they had or would spend on that activity during their visit.

Cycling was a very popular activity at Haldon Forest and over a third of visitors also

took part in walking activities; on average respondents who took part in cycling spent

longer on this, compared with those taking part in walking activities (2hrs 10mins cf.

1hr 42 mins).

Figure 9: Q7B. Approximate time spent on various activities (All respondents: 248; All who walked: 87; All who cycled: 167)

Total time on site Time spent on any

walking Time spent on any

cycling

0-15 minutes 0% 1% 0%

15-30 minutes 0% 1% 1%

30-60 minutes 2% 13% 6%

1 to 2 hours 28% 57% 44%

2 to 3 hours 40% 24% 34%

3 to 5 hours 25% 3% 14%

More than 5 hours 5% 0% 1%

Don't know/ not sure 0% 0% 0%

Average 2 hours and 41

minutes 1 hour and 42 minutes

2 hours and 10minutes

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4.7 Overall spending during the visit

Visitors to Haldon Forest were asked how much they considered that they would be

spending in the local area as a result of their visit. Where visitors were part of a

group, they were asked to estimate the group spend.

Respondents were asked to include any accommodation, food and drink, admission

and parking fees, cost of transport, equipment hire and any other miscellaneous

expenses.

The median amount spent by groups and single visitors to Haldon Forest was £11 to

£20 which was consistent with the average across England. Not surprisingly this

differed by type of visit with the median for those on a day trip of less than 3 hours

away being £11 to £20 compared with a median of £51 to £60 for those on a longer

visit.

Figure 10: Q19A/B. Total spend across all items for groups and single visitors – frequency of spending within each price range (All respondents)

Base: Haldon Forest= 248 / England = 4615

5%

14%

25%24%

10%

5%

3%2% 2%

0%1% 1%

8%8%

12%

19%

26%

13%

6%

3%2%

1% 1% 1% 1%

6%

£0-£2 £3-£5 £6-£10 £11-£20 £21-£30 £31-£40 £41-£50 £51-£60 £61-£70 £71-£80 £81-£90 £91-£100 £101+

Haldon Forest England Average

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The table below shows the average amount that groups of respondents spent on

individual items during their visits, where the item was purchased by sufficient

numbers of respondents to provide robust results (e.g. only 16 respondents reported

spending anything on accommodation, 10 respondents reporting spending anything

on hiring equipment such as boats, bikes or horses, 22 respondents reported

spending anything on admission fees to attractions, 4 respondents reported spending

anything on non-routine shopping such as buying souvenirs, 4 respondents reported

spending anything on miscellaneous items, so these elements have been excluded).

The majority (79%) of respondents spent something on transport as a result of their

visit, with the median amount spent being £3 to £5. Nearly three quarters (73%) of

respondents spent something on parking during their visit, with the median amount

spent on parking also being £3 to £5. Over a half (54%) spent something on food

and drink purchased outside of accommodation, with the median amount spent on

this being £6 to £10.

Table 1: Average spend across individual items (All respondents)

Median spend at Haldon

Forest (All

respondents)

Proportion at Haldon Forest

spending anything on

this item

Median spend, where visitors spent anything

Food and drink purchased outside of any accommodation

£3 to £5 54% £6 to £10

Transport including petrol, taxis, public transport etc.

£3 to £5 79% £3 to £5

Parking £3 to £5 73% £3 to £5

Sample base 248 N/A Sample bases

vary

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5 Perceptions of the site

5.1 Overall rating of the site as a place to visit

Haldon Forest was rated very positively as a place to visit, with nearly all visitors

saying the site was either excellent or very good (92%). This was consistent with the

average across all sites (91%).

Figure 11: Q16. Overall rating of the site as a place to visit (Valid responses only)

Sample base = Haldon Forest: 248/ Average England sample: 4580

Those visiting with children were more likely than those visiting without children to

rate the site as either excellent or very good (95% cf. 88%).

64%

28%

8%

1%

0%

47%

44%

8%

0%

0%

Excellent

Very good

Good

Fair

Poor

Haldon Forest England Average

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5.2 Rating of Haldon Forest as safe and welcoming

All respondents were asked how they would rate the site in terms of how safe and

welcoming it feels.

Haldon Forest was rated very positively on this measure, with the majority of visitors

(91%) providing a rating of excellent or very good which was consistent with the

average across all sites, where 90% provided ratings of very good/excellent for the

relevant site. However, Haldon Forest visitors were more likely to rate the site as

excellent (65% cf. 49% England average).

Nobody rated the site as poor or very poor.

Figure 12: Q13. Ratings of the site in terms of how safe and welcoming it feels (Valid responses only)

Sample base = Haldon Forest: 248 / Average England sample: 4601

Those classified as ‘Families’ were more likely than those classified as ‘Empty Nesters’

or ‘Young Independents’ to rate the site as excellent or very good in terms of how safe

and welcoming it was (94% cf. 84% ‘Empty Nesters’ and 83% ‘Young Independents’).

65%

27%

9%

0%

0%

0%

49%

40%

9%

1%

0%

0%

Excellent

Very good

Good

Fair

Poor

Very poor

Haldon Forest England Average

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5.3 Recommending the site as a place to visit

Visitors were asked whether they would recommend Haldon Forest as a place to visit

to a friend or relative. The majority provided one of the top two ratings (83% provided

a rating of 9-10) and the mean score was 9.5, so responses were very positive.

Results can be analysed further using a Net Promoter Score, which is derived by

dividing customers into three categories: Promoters (score 9-10) who are loyal

enthusiasts, Passives (score 7-8) who are satisfied but unenthusiastic, and

Detractors (score 0-6) who are somewhat less satisfied.

To calculate a Net Promoter Score (NPS) for Haldon Forest, the percentage of

customers who are Detractors is subtracted from the percentage of customers who

are Promoters. This produces a score of 83%, which is higher than the average

across English sites (73%), reflecting the particularly positive ratings outlined above.

Figure 13: Q17. How likely it is that respondents would recommend this site as a place to visit to a friend or relative, where 0 is not at all likely and 10 is extremely likely (Valid responses only)

Sample base = Haldon Forest: 248 / Average England sample: 4511

Those classified as ‘Families’ or ‘Empty Nesters’ were more likely than those

classified as ‘Young Independents’ to recommend the site as a place to visit (87%

‘Families’ and 86% ‘Empty Nesters’ cf. 63% ‘Young Independents’ providing a score

of 9 or 10).

0%4%

12%15%

69%

1% 1%5%

17% 18%

57%

0 1 2 3 4 5 6 7 8 9 10

Haldon Forest England Average

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5.4 Favourite thing about the site

Respondents were asked what they liked most about Haldon Forest. This was

unprompted and respondents were allowed to mention as many aspects as they

liked. Comments made by at least 5% of respondents are shown in the chart below.

The top three aspects were the cycle trails / freedom / opportunity to cycle (50%),

beautiful scenery / views (29%) and good on-site facilities (29%). With the exception

of beautiful scenery / views, these aspects were more likely than average to be

mentioned by visitors to Haldon Forest. Although less likely than average to be

mentioned, visitors also mentioned they liked the walks / paths/ trails (19%).

Figure 14: Q12. Respondent’s favourite thing about the site (All respondents)

Sample base = Haldon Forest: 248 / Average England sample: 4615 * Mentions 5% or above

50%

29%

29%

19%

16%

15%

14%

14%

13%

13%

10%

10%

8%

30%

40%

14%

34%

12%

21%

19%

7%

32%

12%

9%

10%

12%

Cycle trails/ Freedom/ Opportunity to cycle

Beautiful scenery/ views

Good on-site facilities

Walks/ Paths/ Trails

Close to home/ Convenient

Activities/ Good for/ Something to do with children

Fresh air/ Being outside

Lots to see and/or do

Peace/ Tranquillity/ Relaxation

Safe environment

Clean/ Well looked after

Opportunity to spend time with family/ friends

Like forests/ trees/ variety of trees

Haldon Forest England Average

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There were some differences among subgroups:

Female visitors were more likely to mention the peace (22% cf. 9%), scenery

(38% cf. 23% males), walks (28% cf. 14% males), wildlife (6% cf. 1%), activities

for children (23% cf. 10%) and safe environment (19% cf. 9%) of the site;

Male visitors were more likely to mention the cycle trails (60% cf. 31% females)

reflecting their greater use;

Those visiting with children in their group were more likely than those visiting

without children to mention the peace (19% cf. 8%), activities for children (21%

cf. 8%), variety of trees (11% cf. 4%) and good on-site facilities (36% cf. 23%);

Those visiting without children in their group were more likely than those visiting

with children to mention the cycle trails (57% cf. 44% with children);

Those classified as ‘Young Independents’ were more likely to mention keeping fit

(14% cf. 4% ‘Families’ and 0% ‘Empty Nesters’);

Those classified as ‘Families’ or ‘Empty Nesters’ were more likely than ‘Young

Independents’ to mention activities for children (17% ‘Families’ and 22% ‘Empty

Nesters’ cf. 3% ‘Young Independents’) and good on-site facilities (32% ‘Families’

and 42% ‘Empty Nesters’ cf. 9% ‘Young Independents’).

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6 Site facilities

6.1 Importance of site facilities

Visitors were asked to say which of a number of different facilities were important in

their decision to visit Haldon Forest. This question was prompted and respondents

were able to select as many facilities as applicable. Comments made by at least 3%

of respondents are shown in the chart below.

Cycling tracks or trails were particularly important in respondents’ decisions to visit

the site (64%); followed by car parking (44%) and toilets (35%). Around a quarter

said the café (27%) and choices of paths for walking (25%) were important.

Figure 15: Q14. Importance of different facilities in deciding to visit the site (All respondents)

Sample base: Haldon Forest = 248 * Mentions 3% or above

64%

44%

35%

27%

25%

15%

9%

9%

7%

4%

4%

3%

3%

Cycling tracks or trails

Car parking

Toilets

Cafe/ Restaurant/ Catering

Choices of paths for walking

Clear sign posting of paths and trails

Picnic areas

Play areas and equipment

Go Ape (ropes and swings)

Cycle hire

Dog waste bins

Open grassy areas

Litter bins

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There were some differences among subgroups:

Unsurprisingly, those who took part in cycling were more likely to mention that

tracks and trails were important (89% cf. 34% any walking), whilst those who took

part in walking activities were likely to mention the choice of paths for walking

(60% cf. 11% any cycling);

Males were more likely to mention cycling tracks or trails were important (71% cf.

51% females), again reflecting greater use;

Females were more likely than males to mention choices of paths for walking

(38% cf. 18%), cafe (35% cf. 22%), open grassy areas (7% cf. 1%), the toilets

(48% cf. 28%), litter bins (7% cf. 1%) and dog waste bins (8% cf. 1%) were

important;

Those visiting with children were more likely than those visiting without children to

mention choices of paths for walking (30% cf. 19%), clear sign posting of paths

and trails (20% cf. 8%), picnic areas (14% cf. 4%), play areas and equipment

(16% cf. 2%) and toilets (41% cf. 28%) as being important;

Those classified as ‘Families’ and ‘Empty Nesters’ were more likely than those

classified as ‘Young Independents’ to rate car parking (44% ‘Families’ and 57%

‘Empty Nesters’ cf. 26%) and the toilets (37% ‘Families’ and 47% ‘Empty Nesters’

cf. 14%) as important;

Those classified as ‘Empty Nesters’ were more likely than those classified as

‘Families’ or ‘Empty Nesters’ to mention the cafe (43% ‘Empty Nesters’ cf. 26%

‘Families’ and 14% ‘Young Independents’) were important;

Those who were on a day trip less than 3 hours away from home were more

likely than those who were not to mention car parking (47% cf. 25%) and toilets

(37% cf. 19%) were important, whereas those who were not on a day trip less

than 3 hours away from home were more likely than those who were to rate Go

Ape (17% cf. 6%) as important;

Those who visit more regularly (at least monthly) were more likely to mention the

cycling tracks and trails as being important than those who visit less often than

this (76% cf. 55%), whereas first time visitors were more likely than those who

had visited before to rate Go Ape as being important (19% cf. 5%).

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6.2 Rating of site facilities (where used)

The chart overleaf shows visitors’ ratings of each site facility where the facility had

been experienced or used during the visit

Ratings were generally positive with all facilities being rated excellent or very good by

over half of visitors. Cycling tracks or trails (88%) and cycle hire (85%) were rated the

highest, with almost nine in ten of those who had experienced these rating them as

excellent or very good. Choices of paths for walking (83%), clear sign posting of

paths and trails (83%) and visitor centre/shop (81%) were rated the next highest.

However, it should be noted for these facilities rating was predominately at the very

good level as opposed to the excellent level.

Ratings were somewhat less positive in relation to car parking (10% rate as fair /

poor), play areas/equipment (10%) and staff available at the site (8%).

Figure 16: Q15. Ratings of site facilities (where respondent had used the facility)

Unweighted sample bases in parentheses

54%

54%

52%

39%

38%

33%

32%

30%

30%

29%

25%

25%

24%

22%

22%

19%

18%

18%

34%

32%

26%

29%

45%

50%

49%

40%

26%

50%

49%

35%

44%

54%

50%

49%

64%

55%

10%

12%

17%

22%

14%

14%

18%

22%

41%

20%

24%

35%

28%

23%

23%

22%

16%

23%

2%

2%

7%

1%

3%

1%

6%

1%

1%

4%

9%

1%

3%

2%

2%

3%

1%

1%

2%

4%

1%

5%

4%

1%

2%

1%

1%

1%

Cycling tracks or trails (195)

Cycle hire (41)

Go Ape (ropes and swings) (42)

Car parking (247)

Choices of paths for walking (139)

Clear sign posting of paths and trails (228)

Staff available at the site (152)

Cafe/restaurant/catering (158)

Disabled access to facilities (27)

Printed information available (163)

Picnic areas (136)

Go Trax / Segway (20)

Baby changing facilities (25)

Information boards/panels (178)

Toilets (213)

Play areas and equipment (122)

Visitor centre/shop (74)

Open grassy areas (137)

Excellent Very good Good Fair Poor

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6.3 Ratings of site facilities by perceived importance

The chart below shows, for each site facility, the proportion rating the facility as

important in their decision to visit the site by the proportion of visitors who rate that

facility as excellent or very good. The chart is divided into four quadrants based on

the average ratings of facilities as very good to excellent, and as important.

In general all facilities were positively rated; however, it can be seen that some

facilities, such as cycling tracks/trails (B), car parking (A), toilets (O), cafe (G),

choices of paths for walking (D) and clear sign posting of paths and trails were all

important and highly rated. There were no facilities that were regarded as important

that received a lower than average rating.

Figure 17: Chart showing ratings of each site facility in terms of importance, and ratings in terms of % saying ‘excellent/very good’ (All respondents; Where used facility)

Sample bases vary

Table 2: Key to chart shown above

A Car parking F Staff available at the site M Printed information available

B Cycling tracks or trails G Cafe/restaurant/catering N Information boards/panels

C Cycle hire H Picnic areas O Toilets

D Choices of paths for walking

I Open grassy areas P Baby changing facilities

J Play areas and equipment Q Disabled access to facilities

E Clear sign posting of paths and trails

K Go Ape (ropes and swings) R Go Trax / Segway

L Visitor centre/shop

A B

C

D

E

F

G

HI

J

K

L

M

N

O

PQ

R

0%

10%

20%

30%

40%

50%

60%

70%

80%

0% 10% 20% 30% 40% 50% 60% 70%

Rati

ng

s (

% r

ati

ng

exc

ell

en

t /

very

go

od

)

Importance (% saying important)

More important and rated

higher than average

More important but rated

lower than average

Less

important

and rated

higher than

average

Less important

and rated lower

than average

Average importance = 14%

Average rating = 39%

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7 Information about sites

7.1 Sources used to plan visit

Visitors were asked how or where they found out about the site as a place to visit,

and were allowed to mention as many sources as applicable. Comments made by at

least 2% of respondents are shown in the table below.

First time visitors were most likely to say they found out about the site through word

of mouth (50% at Haldon Forest) and were also more likely than average to have

found out about the site via the internet (26%).

Those who had visited before were most likely to say they had always known about

the site or had been before (69% at Haldon Forest). Those who had visited before

were also likely to say that they had found out through word of mouth (31%) and this

figure was similar to the average across sites.

Figure 18: Q8. How or where respondents found out about the site as a place to visit (All respondents)

First time visitors Visited before

Haldon Forest

Average across sites in England

Haldon Forest

Average across sites in England

Word of mouth 50% 50% 31% 24%

Internet/website 26% 17% 4% 5%

Always known about it/been here before 12% 17% 64% 69%

Leaflet 12% 6% 2% 1%

Map 2% 0% 0% 0%

Just passing/ en route 2% 3% 0% 2%

Other 0% 5% 2% 2%

Sample Bases 42 850 206 3760

In addition to the differences amongst first time visitors compared with those who had

visited before, those who were not visiting with children were more likely than those

visiting with children to have found out about the site via the internet (12% cf. 4%).

Unsurprisingly those on a day trip of less than 3 hours away from home were more

likely to have always known about the site/been there before (61% cf. 19%), whereas

those who were not on a day trip of less than 3 hours away from home were more

likely to have found out about the site via a leaflet (19% cf. 1%) or the internet (28% cf.

4%).

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7.2 Use of Forestry Commission website

Visitors who said they found out about the site through a website (8% of the sample

at Haldon Forest - just 19 respondents) were asked which one this was.

Two respondents had used the Forestry Commission website, six an activity specific

website, five a search engine such as google, one the council website, one a

countryside/nature website, one a family website for days out with children and a

further four respondents did not know or could not remember.

7.3 Ratings of the website

Where visitors said they had used the Forestry Commission website (just two

respondents) they were asked to rate it; both respondents surveyed at Haldon Forest

said the website was ‘good’. No-one rated the website as fair or poor.

The same group were then asked to explain their ratings; there were a very small

number of respondents answering this question, but comments centred on the

website being user friendly.

7.4 Visiting other sites

Finally, visitors to Haldon Forest were asked whether they had visited any other

Forestry Commission sites in the previous twelve months. This question was

prompted with the aid of a map, and respondents were allowed to select as many

sites as applicable.

Almost two thirds (58%) had visited other Forestry Commission sites in the previous

twelve months. Almost a third had visited Haldon Forest (29%), and around a fifth

had visited Forest of Dean (19%) and a tenth New Forest (11%).

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Figure 19: Q18 Other sites respondents have visited in the last twelve months (All respondents)

Sample base = Haldon Forest: 248

Males were more likely than females to have visited Forest of Dean in the last twelve

months (23% cf. 12%). Those who were visiting without children were also more

likely than those visiting with children to have visited Forest of Dean (28% cf. 11%).

Those who were visiting with children were more likely than those visiting without

children to have visited none of the sites on the list in the last twelve months.

29%

19%

11%

7%

5%

4%

4%

4%

4%

3%

3%

2%

2%

2%

2%

2%

2%

2%

1%

1%

1%

1%

1%

42%

Haldon Forest Park

Forest of Dean

New Forest

Cannock Chase

Cardinham Woods

Dalby Forest

Moors Valley Country Park

Queen Elizabeth Country Park

Westonbirt Arboretum

Grizedale

Whinlatter

Alice Holt Forest

Bedgebury Forest and Pinetum

Gisburn

Kielder Forest

Sherwood Pines

Thetford Forest

Wyre Forest

Delamere Forest

Hamsterley

Savernake Forest

Thames Chase

Wendover Woods

None

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8 Discovery passes

8.1 Current uptake of Discovery passes

All visitors surveyed in England were asked whether they held a Discovery Pass for

the site they were visiting.

Just under a quarter (24%) of Haldon Forest visitors held a Discovery Pass

compared with an average across sites of 9%.

It should be noted however, in Year 1 respondents were asked whether they held a

Season Ticket and/or a Discovery pass. Therefore the England average is

calculated using those who said they had a Discovery Pass in Year 1.

Figure 20: Q20. Whether respondents hold a Discovery Pass for the site (All respondents)

Sample base = Haldon Forest: 248/ Average England sample: 4615

Unsurprisingly those who live within 3 hours of the site (28% cf. 3%) and those

frequent visitors (44% at least monthly cf. 5% less often than this) were more likely to

hold a Discovery Pass.

24%

76%

9%

87%

Yes

No

Haldon Forest England Average

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8.2 Interest in Season Tickets & Discovery Passes

Respondents were informed that currently it is only possible to get season tickets or

Discovery Passes for individual Forestry Commission sites, or for a few sites in a

local area. They were asked how interested they would be in having a pass that

allowed free parking and discounts at all Forestry Commission sites nationally, based

on a cost of around £60 to £70 per year.

Just under a third said they would be interested (31%), which was a similar

proportion to the average across English sites (24%).

Almost a half of respondents at Haldon Forest said they were not at all interested

(49%), with a further fifth (19%) saying they were not very interested which was

consistent with the average.

A small proportion (1%) of Haldon Forest visitors were unsure.

Figure 21: Q21. Respondents’ interest in a pass for all Forestry Commission sites nationally (All respondents)

Sample base = Haldon Forest: 248 / Average England sample: 4615

At a summary level unsurprisingly those who visit more frequently (at least monthly)

were more likely to say they were interested (either very or fairly) in a season

ticket/discovery pass than those who visit less often than this (39% cf. 23%).

Females were more likely than males to say they were not interested (either not very

or not at all) in a season ticket/discovery pass (76% cf. 63%).

13%

20%

24%

39%

4%

1%

9%

22%

19%

49%

1%

1%

Very interested

Fairly interested

Not very interested

Not at all interested

Depends on how much it costs

Don't know

Haldon Forest England Average

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Appendix A: Questionnaire

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