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