Quality of Visitor Experience Survey: Top Lodge Fineshade Wood · (QoE) survey on behalf of the Forestry Commission and from 2010-2013 will conduct approximately 10,000 surveys across

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Research Report

Quality of Visitor Experience Survey: Top Lodge Fineshade Wood

Prepared for: The Forestry Commission

Quality of Visitor Experience Survey: Top Lodge Fineshade

Wood

Prepared for: The Forestry Commission

Prepared by: BMG Research

March 2012

Produced by BMG Research

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Executive summary

Table of Contents

1 Executive summary ........................................................................................................ 2

1.1 Quality of Visitor Experience research .................................................................... 2

1.2 Top Lodge Fineshade Wood ................................................................................... 2

1.3 Perceptions of the site ............................................................................................ 2

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

1.5 Areas for improvement ............................................................................................ 3

1.6 Visitor profile ........................................................................................................... 3

2 Introduction .................................................................................................................... 4

2.1 Background............................................................................................................. 4

2.2 Research programme ............................................................................................. 4

2.2.1 2010-2013 programme .................................................................................... 4

2.2.2 2011 programme ............................................................................................. 5

2.3 Report ..................................................................................................................... 5

2.4 Data reporting ......................................................................................................... 6

3 Visitor profile information ................................................................................................ 7

3.1 Visitor profile ........................................................................................................... 7

3.2 Group profile ........................................................................................................... 9

3.2.1 Size of group.................................................................................................... 9

3.2.2 Composition of group ..................................................................................... 10

4 Profile of visit ............................................................................................................... 11

4.1 Type of visit........................................................................................................... 11

4.2 Visitor origin .......................................................................................................... 12

4.3 Frequency of visits ................................................................................................ 13

4.3.1 First time visitors ............................................................................................ 13

4.3.2 Repeat visitors ............................................................................................... 13

4.4 Length of visit ........................................................................................................ 14

4.5 Activities undertaken ............................................................................................. 15

4.6 Length of time spent on activities .......................................................................... 17

4.7 Overall spending during the visit ........................................................................... 18

5 Perceptions of the site.................................................................................................. 20

5.1 Overall rating of the site as a place to visit ............................................................ 20


5.2 Rating of Top Lodge Fineshade Wood as safe and welcoming ............................. 21

5.3 Recommending the site as a place to visit ............................................................ 22

5.4 Favourite thing about the site ................................................................................ 23

6 Site facilities ................................................................................................................. 25

6.1 Importance of site facilities .................................................................................... 25

6.2 Rating of site facilities (where used) ...................................................................... 26

6.3 Ratings of site facilities by perceived importance .................................................. 28

7 Information about sites ................................................................................................. 29

7.1 Sources used to plan visit ..................................................................................... 29

7.2 Use of Forestry Commission website .................................................................... 30

7.3 Ratings of the website ........................................................................................... 30

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

8 Discovery passes ......................................................................................................... 32

8.1 Current uptake of Discovery passes ..................................................................... 32

8.2 Interest in Season Tickets & Discovery Passes .................................................... 33

9 Appendix 1: Questionnaire ........................................................................................... 34


2

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 2011, BMG conducted interviews at twelve forest sites in England and Wales,

including five high usage sites in England and two high usage and five medium usage

sites in Wales.

This report summarises findings from 246 visitor interviews completed at Top Lodge

Fineshade Wood in 2011; throughout the report, comparisons have been made

between findings at Top Lodge Fineshade Wood and the straight average across the

fifteen sites used in England to date.

1.2 Top Lodge Fineshade Wood

Top Lodge Fineshade Wood is located just off the A43, halfway between Stamford and

Corby. It offers visitors a unique opportunity to explore the local environment, to see

local wildlife up close, and to learn about the wildlife and heritage of the area. A

hugely popular destination for walkers, Top Lodge Fineshade Wood also has

extensive provision for cyclists, with seven blue grade taster skills loops, a cycle hire

centre and shop, as well as a more challenging red grade trail in Wakerley wood, just

across the road from Fineshade.

The Wood has an environmentally friendly youth shelter based on a Danish design,

which has been built by local craftsmen from timber felled in the local woodlands. It

also hosts numerous events such as husky ralleys and craft fairs

1.3 Perceptions of the site

Nine out of ten Top Lodge Fineshade visitors said the site was either excellent or very

good as a place to visit (90%), which was consistent with the average across all sites

(92%), with close to half (48%) rating it as excellent.

Furthermore, over nine in ten visitors (91%) rated the site as either excellent or very

good in terms of how safe and welcoming, with close to three in five (57%) rating it as

excellent in this respect.

The majority of visitors would recommend Top Lodge Fineshade Wood as a place to

visit – over four in five (84%) 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, and the site achieves a

higher ‘Net Promoter’ score than the average.

Executive summary

3

1.4 Strengths of the site

Visitors’ favourite things about Top Lodge Fineshade Wood were the peace/

tranquillity/ relaxation, the walks/ paths/ trails and the beautiful scenery/views..

The choice of paths for walking were particularly important to visitors when deciding to

visit Top Lodge Fineshade Wood, as was the café, the cycling trails and car parking.

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

at least three in five visitors. The majority of those who had used the cycling tracks or

hired cycles at Top Lodge Fineshade Wood said these were either excellent or very

good; the café and conference/ event facilities were also highly rated, as well as the

choices of paths for walking.

1.5 Areas for improvement

In terms of facilities, visitors were slightly less positive about art or sculpture in the

forest, play areas and equipment and clear signposting of trails. Car parking was also

identified as a priority for improvement.

1.6 Visitor profile

Almost four fifths had been to Top Lodge Fineshade Wood before, which was a similar

proportion to the average across sites. The frequency of Top Lodge Fineshade Wood

visitors was similar to the average across sites with around a quarter visiting at least

monthly and almost half visiting at least annually. Top Lodge Fineshade Wood visitors

were consistent with the average in regards to the amount of time they spent at the

site.

The amount of male and female visitors at Top Lodge Fineshade Wood, was

consistent with the average across sites. However the age profile of visitors to the site

was significantly older than the average, and consequently there was a higher

proportion of ‘Empty Nesters’, a lower proportion visiting with children, and a higher

proportion of retired visitors.

Almost all visitors to Top Lodge Fineshade Wood were visiting as part of a day trip of

less than 3 hours away from home. Very few visitors said they were staying overnight

in the area, or visiting whilst on holiday, and, reflecting this, most of those who

provided their postcode said they lived in or around East Midlands or East of England.

Walking was a very popular activity at Top Lodge Fineshade Wood as was using the

café facilities, bird watching and using the visitor centre/ shop.

While cycling was a less popular activity than average, where visitors had undertaken

it the trails and the cycle hire facilities were rated very positively.


4

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.

Introduction

5

2.2.2 2011 programme

In 2011, BMG Research conducted interviews at twelve forest sites, including five high

usage sites in England:

Bedgebury;

Delamere;

Top Lodge Fineshade Wood;

Wyre;

High Lodge Thetford.

In Wales, interviews were conducted at seven sites, which were mixed in terms of

level of usage:

Cwmcarn (High usage);

Nant yr arian (High usage)

Alwen (Medium usage);

Brechfa (Medium usage);

Clocaenog (Medium usage);

Crychan (Medium usage);

Dyfnant (Medium usage).

Surveys of residents were also conducted in the areas surrounding Dimbath, Rheola

and Garw.

At Top Lodge Fineshade Wood, a total of 246 visitors were interviewed, on 23rd and

24th April (100 interviews); on 10th and 11th August (60 interviews) and 1st and 2nd

October 2011 (86 interviews).

A sample size of 246 carries a maximum confidence interval of +/-6%.

2.3 Report

This report summarises results of the survey undertaken at Top Lodge Fineshade

Wood during 2011, and includes site scores on key visitor measures. Throughout this

report, comparisons have been made between findings at Top Lodge Fineshade Wood

and the straight average across the fifteen sites used surveyed in England to date,

which represents a sample of 3,766. 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


6

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;

Age of 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.

Visitor profile information

7

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 Top Lodge Fineshade Wood. Responses to these questions

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

There were slightly more males than females among those surveyed at Top Lodge

Fineshade Wood, with just over half of the sample being male (54%) and just under

half female (46%). This distribution was more equal than the average across all sites,

where 56% were male and 44% female.

Close to half (44%) of visitors surveyed at Top Lodge Fineshade Wood were 55 or

older, which is significantly higher than the average across sites of 17%.

Correspondingly, the 17% of visitors at Top Lodge Fineshade Wood who were aged

25 to 44 is a significantly lower proportion than the average across sites of 39%. The

prevalence of visitors aged 16 to 24 and 45 to 54 was more in line with the site

average. Consequently the mean age at Top Lodge Fineshade Wood is 53 years,

compared to the average mean of 44 years.

Reflecting this, visitors to Top Lodge Fineshade Wood were more likely to be ‘Empty

Nesters’ (50% cf. 24%) less likely to be ‘Families’ (37% cf. 54%) or ‘Young

Independents’ (9% cf. 15%), more likely to be retired (30% cf. 11%) and less likely to

be in full-time employment (49% cf. 62%) than the average.

In terms of disability, visitors to Top Lodge Fineshade Wood were consistent with the

average (both 4%).


8

Figure 1: Profile of visitors in terms of key demographics

Top Lodge Fineshade

Wood %

Average across all

England sites %

Gender Male 54% 56%

Female 46% 44%

Age 16-24 3% 5%

25-34 14% 22%

35-44 25% 38%

45-54 15% 18%

55-64 24% 10%

65+ 20% 7%

Refused 0% 1%

Lifestage Family (Children in household)

37% 54%

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

50% 24%

Young Independents (Aged 16-34 with no children)

9% 15%

Other 4% 8%

Working status Employee in full time job (30 hours plus per week) 49% 62%

Employee in part time job (under 30 hours per week) 10% 13%

Self-employed full or part time 5% 4%

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

0% 0%

Full time education at school, college or university 0% 2%

Unemployed and available for work 2% 2%

Permanently sick/ Disabled 0% 0%

Wholly retired from work 30% 11%

Looking after the home 3% 6%

Other 0% 0%

Disability3 Yes 4% 4%

No 96% 96%

Sample base 246 3766

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

more.

Visitor profile information

9

3.2 Group profile

3.2.1 Size of group

In terms of group size, the profile of visitors at Top Lodge Fineshade Wood was largely

in line with the average across sites.

The mean number in a group at Top Lodge Fineshade Wood was three, which was in

line with the average across English sites (three), with group sizes at the site ranging

from one to fourteen. Almost half visited in a pair (48% cf. 49%) with almost a fifth

(19%) coming in a group of three, compared to the average of 13%. Visitors were

somewhat less likely than average to come to the site alone (7% cf. 12%).

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

Sample base = Top Lodge Fineshade Wood: 246/ Average England sample: 3766

7%

48%

19%

15%

11%

12%

49%

13%

13%

12%

One

Two

Three

Four

Five or more

Fineshade Top Lodge England Average


10

3.2.2 Composition of group

At Top Lodge Fineshade Wood, in line with the findings outlined above in relation to

the older age profile of visitors, two fifths of visitors (38%) had any children in the

group, which was significantly lower than the average across all sites (55%).

Just under a fifths (19%) were visiting with children aged 0-5 years, and a similar

proportion (20%) had children aged 6-10 in the group, whilst just over a tenth (11%)

were visiting with children aged 11-15 years.

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


Women were more likely than men to be visiting with children in their group (46% cf.

31%), as were those aged between 16-34 (43%), or 35-54 (64% cf. 11% 55+), and

those who are economically active (48% cf. 19% inactive).

38%

19%

20%

11%

55%

33%

29%

16%

ANY Children in group

Children aged 0-5

Children aged 6-10

Children aged 11-15


Profile of visit

11

4 Profile of visit

4.1 Type of visit

Almost all visitors to Top Lodge Fineshade Wood were visiting as part of a day trip of

less than 3 hours away from home (97%), which was significantly higher than the

average across all sites (83%). Only six respondents at Top Lodge Fineshade Wood

were visiting the site as part of an overnight stay or a longer holiday or visit and, of

these, five were men.

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


97%

1%

0%

2%

83%

8%

4%

4%

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



12

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 on a day trip rather than a longer visit, the map below

shows that most of those surveyed at Top Lodge Fineshade Wood and providing a

valid postcode live in or around the East Midlands and East of England with few

respondents coming from further afield.

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

Profile of visit

13

4.3 Frequency of visits

4.3.1 First time visitors

Almost four fifths of visitors had been to Top Lodge Fineshade Wood before (78%),

which was a lower proportion than 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, 18% of visitors at Top Lodge Fineshade Wood visit at least

weekly which is a little above the average of 15%. A quarter (25%) visit one to three

times per month and almost half (49%) visit between one and six times per year.

These proportions are similar to the average across sites (27% and 46% respectively).

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

Sample base = Top Lodge Fineshade Wood: 191 / Average England sample: 3070

First time visitors were more likely to be economically ‘active’ than ‘inactive’ (27% cf.

13%).

Excluding first time visitors, younger respondents (aged 16–34) were more likely than

older respondents (55+) to visit the site at least weekly (32% cf. 15%).

1%

2%

15%

25%

22%

27%

9%

1%

3%

12%

27%

19%

26%

12%

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



14

4.4 Length of visit

Visitors to Top Lodge Fineshade Wood had most commonly spent between 2 and 3

hours at the site. The average amount of time spent at Top Lodge Fineshade Wood

was 2 hours and 33 minutes, which is in line with the average across all sites (2 hours

and 27 minutes).

Respondents at Top Lodge Fineshade Wood were less likely than average to have

been at the site for under two hours (27% cf. 38% average) and correspondingy more

likely to have been at the site for two to three hours (48% cf. 34% average). Longer

visits to the site were in line with the average

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


Those visitors who had taken part in cycling, or whose group members had taken part

in cycling, tended to spend longer at the site, spending on average 2 hours 49

minutes, compared to the 2 hours 31 minutes spent at the site by those taking part in

walking activities.

3%

24%

48%

22%

2%

0%

9%

29%

34%

24%

2%

1%

30-60 minutes

1 to 2 hours

2 to 3 hours

3 to 5 hours

More than 5 hours

Don't know / not sure


Profile of visit

15

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.

Walking was a popular activity at Top Lodge Fineshade Wood with almost eight out of

ten (77%) respondents taking part in some sort of walking activity, compared with an

average of 62% on average across the English sites. Over three fifths (61%) had

walked on a sign posted trail, with just over a quarter (27%) having walked without

using sign posts, and just over a fifth (22%) having walked a dog.

Cycling was not such a popular activity at Top Lodge Fineshade Wood, with just over a

quarter taking part in some sort of cycling activity (26% cf. 35%) which is likely to be

explained by the older age profile of visitors to the site: a fifth (20%) cycled on

signposted trails, and just over one in ten (11%) cycled but not following sign posts.

Over three fifths had used the café facilities (62%), which is significantly higher than

the average of 45%, as was the case with regard to the visitor centre, used by around

a fifth (21% cf. 12%).

Bird watching was also more popular than average (18% cf. 4%), while in contrast use

of the play area was less common than average (17% cf. 31%), again reflecting the

older age profile of visitors to the site, and the lower proportion than average visiting

with children in their group.

One in ten (9%) engaged in photography, which had an England average of 5%, and a

similar proportion spent time admiring the views (8%), and having a picnic or barbecue

(8%).

There was some variation among subgroups of respondents at Top Lodge Fineshade

Wood in terms of the activities undertaken:

Males were more likely than females to have taken part or to have planned to

take part in cycling not following sign posts (15% cf. 6%);

Those aged 16-34, or 35-54 were more likely than those aged 55+ to take part in

any cycling (38%, 44% cf. 5%);

Those aged 35-54 were more likely than those aged 55+, to use the play area

(29% cf. 8%);

Those age 55+ were more likely younger visitors to take part in walking (92% cf.

57% of those aged 16 to 34, and 70% of those aged 35 to 54);

Those with children in their group were more likely than those without to have

taken part in or to have planned to take part in any cycling (37% cf.20%), and

using the play area (42% cf. 2%);

First-time visitors were significantly less likely than more frequent visitors to have

taken part in cycling activities (9% cf. 31%).


16

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

Top Lodge Fineshade

Wood

England Average

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

20% 22%

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

11% 20%

SUMMARY: ANY CYCLING 26% 35%

Walking on a sign-posted trail 61% 45%

Dog walking 22% 18%

Walking but not following sign posts 27% 21%

SUMMARY: ANY WALKING 77% 62%

Using the café /restaurant/ other catering 62% 45%

Using the play area 17% 31%

Bird watching 18% 4%

Using the visitor centre/ shop 21% 12%

Photography 9% 5%

Admiring the views 8% 11%

Picnic or barbecue 8% 11%

Nature/ natural history visit 4% 2%

Running/ jogging 3% 2%

Orienteering 1% 1%

Sculpture Trail 1% 4%

Horse riding/ pony trekking 1% 0%

Other 4% 6%

Taken part in ACTIVE activities 38% 60%

Taken part in PASSIVE activities 61% 39%

Sample Bases 246 3766

Profile of visit

17

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 would spend on that activity during their visit.

Walking was a very popular activity at Top Lodge Fineshade Wood and a quarter of

visitors also took part in cycling activities. On average respondents who took part in

cycling spent longer on this (2 hours and 9 minutes) than those taking part in walking

activities (1 hour and 35 minutes).

Figure 9: Q7B. Approximate time spent on various activities (All respondents: 246; All who walked: 188; All who cycled: 63)

Total time on site Time spent on any

walking Time spent on any

cycling

0-15 minutes 0% 1% 0%

15-30 minutes 0% 2% 2%

30-60 minutes 3% 16% 8%

1 to 2 hours 24% 60% 38%

2 to 3 hours 48% 19% 33%

3 to 5 hours 22% 2% 14%

More than 5 hours 2% 0% 0%

Don't know/ not sure 0% 1% 5%

Average 2 hours and 33

minutes 1 hour and 35

minutes 2 hours and 9

minutes


18

4.7 Overall spending during the visit

Visitors to Top Lodge Fineshade Wood 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 of more than one, 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 Top Lodge Fineshade

Wood was £6 to £10, compared to an average across England of £11 to £20. This

reflects the fact that almost all visitors to the site were visiting as part of a day trip of

less than three hours away from home (the median for the small minority on longer

visits was £11 to £20).

Only four respondents (2%) reported spending, or expecting to spend, more than £50

in the area as a result of their visit (compared to 11% on average).

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

Base: Top Lodge Fineshade Wood: 246/ England = 3766

7%

17%

28%

32%

10%

4%

1% <0.5% <0.5% <0.5% 0% 0% <0.5%

7%

12%

19%

27%

14%

6%

3% 2%

1% 1% 1% 1%

5%

£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+


Profile of visit

19

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 11% reported spending

anything on non-routine shopping such as buying souvenirs, 5% reported spending

anything on admission fees to attractions, 4% reporting spending anything on hiring

equipment such as boats, bikes or horses, 3% reported spending anything on

miscellaneous items, 2% reported spending anything on accommodation, including

food and drink purchased at the accommodation, so these elements have been

excluded).

The majority (80%) of respondents spent something on transport as a result of their

visit with a median spend on this item of £3 to £5. Over three fifths (61%) spent

something on parking with a median spend of £3 to £5, and half (50%) spent

something on food and drink purchased outside of accommodation with a median

spend of £6 to £10.

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

Median spend at Top Lodge

Fineshade Wood

(All respondents)

Proportion at Top Lodge Fineshade

Wood spending

anything on this item

Median spend, where visitors spent anything

Parking £3 to £5 61% £3 to £5

Food and drink purchased outside of any accommodation

£0 to £2 50% £6 to £10

Transport including petrol, taxis, public transport etc.

£3 to £5 80% £3 to £5

Sample base 246 N/A Sample bases

vary


20

5 Perceptions of the site

5.1 Overall rating of the site as a place to visit

Top Lodge Fineshade Wood was rated very positively as a place to visit, with nine out

of ten visitors saying the site was either excellent or very good (90%). This was

relatively consistent with the average across all sites (92%).

This included close to half (48%) who said the site was excellent, and just over two

fifths who said it was ‘very good’ (42%). As is the case across all sites in England, no

respondent rated the site as poor.

Almost all respondents who had taken part in cycling rated the site as excellent or very

good (94% cf. 90% of those taking part in walking activities).

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


48%

42%

9%

1%

0%

45%

46%

8%

0%

0%

Excellent

Very good

Good

Fair

Poor


Perceptions of the site

21

5.2 Rating of Top Lodge Fineshade Wood as safe and welcoming

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

welcoming it feels.

Top Lodge Fineshade Wood was rated very positively on this measure, with over nine

out of ten visitors (91%) providing a rating of excellent or very good. This was

consistent with the average across all sites, where 91% provided ratings of very

good/excellent for the relevant site, although visitors to Top Lodge were more likely to

rate it as excellent in this respect (57% cf. average of 48%). No respondents rated the

site negatively in terms of how safe and welcoming it feels.

Again, almost all respondents who had taken part in cycling rated the site as excellent

or very good in this respect (97% cf. 90% of those taking part in walking activities).

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


57%

34%

7%

1%

0%

0%

48%

43%

8%

1%

0%

0%

Excellent

Very good

Good

Fair

Poor

Very poor



22

5.3 Recommending the site as a place to visit

Visitors were asked whether they would recommend Top Lodge Fineshade Wood as a

place to visit to a friend or relative. The majority provided one of the top two ratings

(84% provided a rating of 9-10) and the mean score was 9.1, so responses were

generally very positive.

Results can be analysed further using a Net Promoter Score, which is based on the

idea of 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 Top Lodge Fineshade Wood, the

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

customers who are Promoters. This produces a score of 80%, which is higher than

the average across English sites (72%), 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)


At a summary level females were more likely than males to give the site the top rating

of ten as a place to visit (62% cf. 49%), as were those classified as economically

‘inactive’ (64% cf. 49% of economically ‘active’). Also those who had visited the site

before were more likely to give the site the top rating than first time visitors (61% cf.

33%).

1% 1% 1% 4%

7%

30%

54%

1% 1%

6%

18% 19%

54%

0 1 2 3 4 5 6 7 8 9 10


Perceptions of the site

23

5.4 Favourite thing about the site

Respondents were asked what they liked most about Top Lodge Fineshade Wood.

This was unprompted and respondents were allowed to mention as many aspects as

they liked. Comments made by at least 2% of respondents are shown in the chart

below.

The top two aspects were the peace / tranquillity / relaxation (39%), which was

mentioned more commonly than average (34%), and walks / paths / trails (39%).

Other things visitors liked were the beautiful scenery / views (35%), and the cycle trails

/ freedom / opportunity to cycle (25%).

The opportunity to spend time with family and friends (20%) and liking the forests /

trees / variety of trees (20%) were both mentioned more often than average (11% and

13% respectively).

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


39%

39%

35%

25%

20%

20%

19%

19%

17%

17%

15%

11%

11%

11%

9%

8%

5%

2%

34%

38%

41%

26%

11%

13%

21%

24%

8%

13%

12%

12%

8%

9%

13%

2%

4%

1%

Peace/ Tranquillity/ Relaxation

Walks/ Paths/ Trails

Beautiful scenery/ views

Cycle trails/ Freedom/ Opportunity to cycle

Opportunity to spend time with family/ friends

Like forests/ trees/ variety of trees

Fresh air/ Being outside

Activities/ Good for/ Something to do with children

Wildlife/ Bird watching

Good on-site facilities

Exercise/ Keeping fit

Safe environment

Lots to see and/or do

Clean/ Well looked after

Close to home/ Convenient

The weather

Been before/ wanted to come again

Helpful/ Pleasant staff



24

There were some differences among subgroups:

Those visiting without children were more likely to mention wildlife / bird watching

(20% cf. 11%) and exercise / keeping fit (20% cf. 8%) than those visiting with

children;

Those that were classified as ‘economically inactive’ were more likely to mention

peace / tranquillity / relaxation (51% cf. 33%) and walks / paths / trails (50% cf.

33%) than those classified as ‘economically active’, whereas those classified as

‘economically active’ were more likely to mention cycle trails / freedom /

opportunity (29% cf. 17%) and that they’d been before / wanted to come again

(7% cf. 1% ) than those classified as ‘economically inactive’;

Those aged between 16-34 and 35-54 were more likely to mention cycle trails /

freedom / opportunity to cycle compared to 55+ (36%, 30% cf. 16%

respectively), those aged between 16-34 were more likely to mention exercise /

keeping fit than those aged between 35-54 (26% cf. 10%). Those aged 55+ were

more likely to mention peace / tranquillity / relaxation (51% cf. 26% ‘16-34’, 30%

‘35-54’), walks / paths / trails (50% cf. 21% ‘16-34’, 35% ‘35-54’) and wildlife bird

watching (23% cf. 10% ‘35-54’).

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

peace / tranquillity / relaxation (47% cf. 33%), walks / paths / trails (47% cf. 33%),

and wildlife / bird watching (22% cf. 10%).

Those who were visiting for the first time were more likely to mention beautiful

scenery / views than those who visit at least weekly (24% cf. 45%); whereas

those visiting at least weekly, monthly or yearly were more likely to mention cycle

trails / freedom / opportunity to cycle than respondents visiting for the first time

(35%, 30%, 27% cf. 13%).

Site facilities

25

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 Top Lodge Fineshade Wood. This question was prompted and

respondents were able to select as many facilities as applicable.

Choices of paths for walking were particularly important in respondents’ decisions to

visit the site (44%); followed by the café (30%). Around a fifth said the cycling tracks

or trails (22%) were important and a similar proportion said the car parking (20%) was

important. Over one in ten mentioned that clear sign posting of paths and trails (14%)

and toilets (12%) were important in their decision.

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

Sample base: Top Lodge Fineshade Wood:246

44%

30%

22%

20%

14%

12%

10%

9%

7%

6%

5%

4%

3%

2%

2%

2%

1%

8%

3%

Choices of paths for walking

Cafe/ Restaurant/ Catering

Cycling tracks or trails

Car parking

Clear sign posting of paths and trails

Toilets

Picnic areas

Play areas and equipment

Open grassy areas

Cycle hire

Visitor centre/shop

Staff available at the site

Baby changing facilities

Art or sculpture in the forest

Printed information available

Disabled access to facilities

Information boards/panels

Other

None


26

There were some differences among subgroups:

Males were more likely than Females to mention cycling tracks or trails (28% cf.

16%), whereas females were more likely than males to mention clear sign

posting of paths and trails (20% cf. 10%);

Those aged between 16-34 and 35-54 were more likely than those aged 55+ to

mention cycling tracks or trails (36%, 34% cf. 7%), or play areas and equipment

(14%, 13% cf. 4%), whilst those aged 55+ were more likely than those aged 16-

34 to mention choices of paths for walking (51% cf. 31%)

Those classified as ‘economically active’ were more likely than those classified as

‘economically inactive’ to mention cycling tracks or trails (28% cf. 11%)

Those classified as economically ‘active’ were more likely to mention cycling

tracks or trails (62% cf. 27% ‘inactive’), whilst those classified as economically

‘inactive’ were more likely to mention choice of paths for walking (42% cf. 21%

‘active’);

Those visiting with children were more likely to mention play areas and

equipment (23% cf. 1%), as being important;

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

tracks and trails were important (76% cf. 8% any walking), whilst those who took

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

(56% cf. 13% any cycling) and picnic areas (13% cf. 2%);

Those visiting at least weekly were more likely than first time visitors to mention

cycling tracks or trails (38% cf. 13%), reflecting their greater likelihood to have

participated in cycling.

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

at least three in five visitors.

Cycling tracks or trails (84%), cycle hire (79%), and the café / restaurant / catering

(76%) were rated the highest, with over three quarters of those who had experienced

these rating them as excellent or very good.

Conference / event facilities (75%), choices of paths for walking (75%), toilets (72%),

and baby changing facilities (72%) also positively rated with around three quarters

rating them as excellent or very good. However it should be noted for conference /

event facilities and baby changing facilities rating was predominately at the very good

level as opposed to the excellent level.

Ratings were somewhat less positive in relation to art sculpture in the forest (12%

rated as fair / poor), play areas and equipment (10%) and clear sign posting of paths

and trails (9%).

Site facilities

27

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

Unweighted sample bases in parentheses

37%

26%

33%

21%

37%

30%

23%

32%

23%

41%

26%

22%

37%

34%

28%

24%

20%

33%

47%

53%

43%

54%

37%

42%

49%

39%

47%

28%

39%

43%

27%

30%

36%

39%

43%

27%

14%

21%

20%

17%

22%

25%

26%

20%

30%

27%

30%

30%

29%

30%

32%

26%

32%

28%

2%

4%

4%

3%

2%

8%

3%

4%

5%

5%

5%

3%

8%

4%

10%

4%

1%

3%

2%

1%

1%

1%

1%

1%

2%

1%

2%

Cycling tracks or trails (100)

Cycle hire (47)

Cafe/restaurant/catering (212)

Conference/event facilities (24)

Choices of paths for walking (209)

Toilets (209)

Baby changing facilities (39)

Clear sign posting of paths and trails (234)

Disabled access to facilities (30)

Car parking (242)

Picnic areas (175)

Printed information available (209)

Staff available at the site (201)

Open grassy areas (187)

Visitor centre/shop (190)

Play areas and equipment (136)

Information boards/panels (222)

Art or sculpture in the forest (132)

Excellent Very good Good Fair Poor


28

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), choices of paths (D), and the cafe (G) were

regarded both as important and highly rated. The only aspect which was regarded as

more important than average, but received lower than average ratings was car parking

(A).

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)

Table 2: Key to chart shown above

A Car parking G Cafe/restaurant/catering M Printed information available

B Cycling tracks or trails H Picnic areas N Information boards/panels

C Cycle hire I Open grassy areas O Toilets

D Choices of paths for walking

J Play areas and equipment

P Baby changing facilities

E Clear sign posting of paths and trails

K Art or sculpture in the forest

Q Conference/event facilities

F Staff available at the site

L Visitor centre/shop R Disabled access to facilities

A

B

C

D

E

F

G

H I J

K

L M N

O P

Q

R

50%

55%

60%

65%

70%

75%

80%

85%

90%

95%

100%

0% 10% 20% 30% 40% 50%

Rati

ng

s (

% r

ati

ng

excellen

t /

very

go

od

)

Importance (% saying important)

More important and rated

higher than average

Less important

and rated

higher than

average

Less important

and rated lower

than average

More important but rated

lower than average

Average rating = 70%

Average

importance = 11%

Information about sites

29

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.

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

mouth (47% at Top Lodge Fineshade Wood) although this proportion was slightly

lower than the average across sites (52%). One in ten first time visitors found out

about the site online (11%) and the same proportion (11%) had always known about

the site. First time visitors were somewhat more likely than average to have found out

from the Tourist Board (9% cf. 3%) or just passing (7% cf. 3%).

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

the site or had been before (55%), although this proportion was smaller than the

average across sites (71%), or that they had found out through word of mouth (26%).

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

First time visitors Visited before

Top Lodge Fineshade

Wood

Average across sites in England

Top Lodge Fineshade

Wood

Average across sites in England

Word of mouth 47% 52% 26% 22%

Always known about it/been here before

11% 17% 55% 71%

Internet/website 11% 16% 4% 4%

Tourist Board 9% 3% 4% 1%

Just passing/ en route 7% 3% 4% 2%

Local newspaper 4% 0% 1% 0%

National newspaper 2% 1% 2% 0%

Road signs 2% 3% 2% 1%

Leaflet 0% 5% 1% 1%

Library 0% 1% 1% 0%

Other 9% 5% 5% 2%

Don't know/ Can't remember 0% 0% 0% 1%

Sample bases 55 696 191 3065


30

7.2 Use of Forestry Commission website

Visitors who said they found out about the site through an Internet website (5% of the

sample at Top Lodge Fineshade Wood, equating to 13 respondents) were asked

which one this was.

Four respondents had used the Forestry Commission website, one an activity specific

website, two a search engine such as Google, one through a countryside / nature

website, two through a family website and a further three respondents did not know or

could not remember.

7.3 Ratings of the website

Where visitors said they had used the Forestry Commission website (four

respondents) they were asked to rate it; one respondent said the website was

‘excellent’ and three said ‘good’. No-one rated the website as fair or poor.

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

of respondents answering this question, but comments centred on the website being

easy to use / user friendly and informative.

Information about sites

31

7.4 Visiting other sites

Finally, visitors to Top Lodge Fineshade Wood 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.

Over three quarters (78%) had visited at least one of the sites, and almost two in five

had visited the Fineshade Woods (39%), in the previous year. Almost a quarter had

visited Thetford Forest (23%) and after this the most commonly visited sites were the

Salcey Forest (17%), Sherwood Pines (14%) and the New Forest (11%).

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

Sample base = Top Lodge Fineshade Wood: 246

39%

23%

17%

14%

11%

9%

7%

7%

6%

5%

4%

4%

4%

2%

2%

2%

2%

2%

2%

2%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

22%

Fineshade Woods

Thetford Forest

Salcey Forest

Sherwood Pines

New Forest

Cannock Chase

Forest of Dean

Grizedale

Dalby Forest

Dunwich Forest

Friston Forest and Abbots Wood

Kielder Forest

Westonbirt Arboretum

Delamere Forest

Gisburn

Guisborough Forest

Moors Valley Country Park

Queen Elizabeth Country Park

Whinlatter

Wyre Forest

Cardinham Woods

Chambers Farm Wood

Chapwell

Hamsterley

Jeskyns

Rendlesham Forest

Roslington and Hicks Lodge

Savernake Forest

Thames Chase

Wendover Woods

None


32

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.

Less than one in twenty (3%) reported that they did, which is lower than the average

across sites (7%).

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

Ticket and/or a Discovery pass. Therefore the England average is based on only

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

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


3%

97%

7%

88%

Yes

No


Discovery passes

33

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.

A fifth said they would be interested (20%), which was in line with the average across

English sites (22%). Almost a half of respondents at Top Lodge Fineshade Wood said

they were not at all interested (48%), and just under a fifth (18%) that they were not

very interested.

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


At a summary level the following were more likely to be interested in a pass:

Those aged 16-34 or 35-54 (19%, 34% cf. 7% 55+);

Those who are economically active (27% cf. 6%);

Those with children in their group (29% cf. 14%) and those classified as a

‘Family’ (31% cf. 10% ‘Empty Nesters’).

9%

10%

18%

48%

5%

9%

7%

15%

18%

50%

3%

6%

Very interested

Fairly interested

Not very interested

Not at all interested

Depends on how much it costs

Don't know



34

9 Appendix 1: Questionnaire

Appendix 1: Questionnaire

35


36


37


38


39


40


41


42


43


44


45


46


47


48


49

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BMG serves both the social public sector and the commercial private sector, providing market and customer insight which is vital in the development of plans, the support of campaigns and the evaluation of performance.

Innovation and development is very much at the heart of our business, and considerable attention is paid to the utilisation of technologies such as portals and information systems to ensure that market and customer intelligence is widely shared.

Documents

Quality of Visitor Experience Survey: Top Lodge Fineshade Wood · (QoE) survey on behalf of the Forestry Commission and from 2010-2013 will conduct approximately 10,000 surveys across