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Reproduction or dissemination of any information contained herein is granted only by contract or prior written permission from Market and Media Research Ltd. (Markaðs- og miðlarannsóknir ehf). MMR is a corporate member of ESOMAR. Copyright ©2006 Markaðs- og miðlarannsóknir ehf. All rigths reserved. Travel Destination Iceland Íslandsstofa Survey in European Markets April 2015

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Page 1: Travel destination iceland 2015

Reproduction or dissemination of any information contained herein is granted only by contract or prior written permission from Market and Media Research Ltd. (Markaðs- og miðlarannsóknir ehf).MMR is a corporate member of ESOMAR.

Copyright ©2006 Markaðs- og miðlarannsóknir ehf.All rigths reserved.

Travel Destination Iceland

ÍslandsstofaSurvey in European MarketsApril 2015

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Contents & Fieldwork

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Contents & Fieldwork

Market Segments

Main Results

Detailed Results

Top of Mind Travel Destinations

Travel Behaviour

Destination Positiveness & Travel Intention

Thoughts of Iceland

Destination Association with Statements

Advertising and Media Coverage

Denmark

France

Germany

United Kingdom

3

6

11

41

11

14

21

25

32

39

41

136

231

326

Table of Contents

Slide Go To

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Fieldwork summary and respondents

Fieldwork summary Number of respondents

Client: Íslandsstofa

Fieldwork period: April 2015

Methodology: Online

Sample: Nationally representative. 18+ years of age in for Denmark, France, Germany and United Kingdom

Denmark: 1006

France: 1025

Germany: 1036

United Kingdom: 2091

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Executive summary

Iceland may not be the first country that comes to mind when thinking about travel destinations but it is certainly a country that more and more want to visit. This is one of the interesting learnings to be drawn from our sixth (near) annual survey in Denmark, France, Germany and the United Kingdom.

When asked to name a travel destination to experience both nature and culture, between 1% and 2% of our surveyed nationalities named Iceland as their first mention. However, when asking about positiveness towards Iceland as a travel destination, an average of 64% of the people surveyed indicated they had positive views on Iceland. This is a significant upwards shift from last year when 55% expressed positive views on Iceland. This is followed by an average of 25% of respondents in each country claiming an intent to visit Iceland within three years. This compares favorably when looking at claimed travel intent for other destinations surveyed – with an average of 25% expressing an intent to visit Canada within three years, 20% to visit Finland and 18% to visit New Zealand. Only Norway has a higher claim-to-visit than Iceland with 34% stating an intent to visit within three years (the high average largely due to an exceptionally high claim by residents of neighboring Denmark).

There is also a continuing increase in the number of respondents stating an interest to travel to Iceland during the months of September through April. In total, 45% of German respondents, 52% of British respondents, 42% of French respondents and 31% of Danish respondents stated they would consider travelling to Iceland during these months. The increase from last year is 11% in Germany, 10% in the UK, 14% in France and 11% in Denmark.

Looking at the attributes people are willing to associate with Iceland as a travel destination we can see that over 70% of respondents in each country say that Iceland is a safe place to enjoy wilderness, stillness, purity, extraordinary landscapes and natural wonders. We also see that near 80% or more state that Iceland is not too far away to travel to.

However when looking at some of the other attributes we asked about the survey the findings indicate there is still room for improvement. For example only 8% of Danes, 15% of Germans, 22% of French and 34% of the British associate Iceland with being a good destination for a city break experience. Furthermore an average of 37% associated Iceland with offering exciting restaurants and just 27% associated Iceland with offering good value for money.

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Market Segments

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Market Segments

> Segmentation built on behavioural questions

− I.e. questions regarding how people plan their travels and what is it that people like to experience

> The goal is to isolate groups of people that have similar expectations

− With aim to to isolate groups that are likely to be interested in our product

> Analysis revealed five groups of travellers

− Three groups that are unlikely Iceland visitors

− Two groups that are more likely to consider Iceland

ABOUT SEGMENTATION

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Market Segments

> The sun lovers

> The holidaymakers (for whom travel is a more of a treat rather than a lifestyle)

> The mainstream bargain travellers (families making a living)

WHAT THEY TEND TO HAVE IN COMMON (OVER OTHER GROUPS)

THERE ARE SOME THAT ARE JUST NOT LIKELY TO VISIT ICELAND (62 out of 100)

> Prefer holidaying to warm and sunny destinations

> Not likely to want to travel to Iceland or other "off-track" destinatons such as New Zeland, Canada, Norway or Finland.

WHAT SETS THEM APART (RELATIVELY)

THE SUN LOVERS (16%)

> Do not like to travel independently or take holidays of the beaten track

> Use internet and social media to get information about whats happening but do not use social media to share experiences

> Not likely to to visit any of the 5 travel destinations

> Average income

> High propensity in the UK

THE HOLIDAYMAKERS (16%)

> Likely to travel independently (and even off the beaten track)

> Want to learn about culture and history of travel destination

> Do not use internet to get information nor use social media to share experiences

> Age above average (72% aged 45+)

> Below average income

> Few or no children in household

> High propensity in Germany

MAINSTREAM BARGAIN TRAVELLER (28%)

> Overall negative towards travelling and travel less often other segments

> Keen to use social media to share experiences

> Tend to fall out to lower income brackets

> Relatively young (53% under 45)

> More likely to have children at home

> Highest propensity in France

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Market Segments

> The Active Traveller

> The Adventure Traveller

WHAT THEY TEND TO HAVE IN COMMON (OVER OTHER GROUPS)

THEN THERE IS THE ENLIGHTENED TRAVELLER (38 OUT OF 100)

> Do not only want to go on holiday in warm an sunny places

> Want to learn about the culture and history of the travel destination

> Tendency to seek new travel destinations

> Use the internet on a regular basis to get information about what's happening in the world

> Tend to be positive towards Iceland and other "off-track" destinations such as New Zealand, Canada, Norway or Finland

> On average higher income (near25% above 70.000 EUR annual HH income)

> Higher education (near 50% with University degree)

> Tendency to travel abroad more often than the average person

> Positive towards Iceland as a travel destination (73%+)

> Likely to consider Iceland during winter season (40%+)

> More likely to intend to visit Iceland (26%+ within 3 years)

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Market Segments

HOWEVER WE FOUND THAT THERE ARE TWO TYPES OF THE ENLIGHTENED TRAVELLER

THE ACTIVE TRAVELLER (19%)

> Age above average (63% aged 45+)

> More likely to have few or no children in household

> Do not use social media to share experiences

> Want to travel independently and off the beaten track

> More likely to travel off peak seasons

> Higher propensity in Denmark

THE ADVENTURE TRAVELLER (18%)

> Younger than average (58% under 45)

> More likely to have (young) children

> High propensity to use social media to share experience

> Not as keen to travel independently and off the beaten track

> More likely to seek new travel experiences

> Higher propensity in the UK and (to a lesser extent) in Denmark

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Main Results | Top of Mind Travel Destinations

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Top of mind travel destinations | First MentionsWhich countries come to mind when thinking about travel destinations to experience both nature and culture?*

Top 5 mentions Comparison countries Top 5 mentions Comparison countries

Top 5 mentions Comparison countries Top 5 mentions Comparison countries

* Open question – First mentioned of up to three mentions

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Top of mind travel destinations | All MentionsWhich countries come to mind when thinking about travel destinations to experience both nature and culture?

Top 5 mentions Comparison countries Top 5 mentions Comparison countries

Top 5 mentions Comparison countries Top 5 mentions Comparison countries

* Open question – Up to three mentions

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Main Results | Travel Behaviour

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Travel Behavior | StatementsAgreement on statements

‐ Danes tend to use the Internet more than people from the other markets (75%)

‐ Are more inclined to travel during the winter months (60%)

‐ But below average on taking holidays off the beaten track (45%) or only where it is warm and sunny (34%)

‐ French and German very similar travel behavior

‐ Though Germans are more likely to like spending time outdoors in the nature and to travel independently

‐ Brits least likely to travel independently (38%)‐ Also well below average on taking holiday of the

beaten track‐ Not significantly above average on any of the

statements

Travel Behavior StatementsPercentage ”Tend to agree” and “Strongly agree”

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Travel FrequencyThinking about the past 2 years (i.e. since March 2013), how many times in total have you travelled abroad

‐ Danes generally travel more often abroad than the other three nationalities

‐ Only 10% of Danish respondents did not travel abroad in the past 2 years.

‐ 38% of the French did not travel abroad during the last two years.

‐ 29% of the Germans did not travel abroad during the last two years.

‐ 37% of the British did not travel abroad during the last two years.

Travel frequencyResponse distribution

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Travel FrequencyThinking about the past 2 years (i.e. since March 2013), how many times in total have you travelled abroad

Response distribution

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Winter travel to IcelandWould you consider travelling to Iceland during the months of September through to April?

‐ Danes least likely (31%) to consider travelling to Iceland during the months of September through April

‐ 35% of the French state they will definitely not consider travelling to Iceland during September through April

‐ 13% of the Germans said they would definitely consider travelling to Iceland during the months of September trough April.

‐ 51% of the British responded positively to consider travelling to Iceland during September through April.

Winter travel to IcelandResponse distribution

Winter travel to IcelandPercentage ‘Yes’

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Winter travel to IcelandWould you consider travelling to Iceland during the months of September through to April?

Response distribution

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Winter travel to Iceland | DevelopmentWould you consider travelling to Iceland during the months of September through to April?

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Main Results | Destination Positiveness & Travel Intention

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Positiveness towards travel destinationsHow positive or negative are you towards each of the following travel destinations*

* Percentage ”Very positive” or ”Somewhat positive”

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Positiveness towards ICELAND as travel destination | Development How positive or negative are you towards ICELAND as travel destination

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Intention to visit travel destinationsWhen, if ever, do you intend to visit the following countries*

* Percentage ”Intend to visit within three years”

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Main Results | Thoughts of Iceland

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Think about Iceland | First mentionWhen you think about the country Iceland what comes into your mind?

* Open question – First mentioned of up to three mentions

Categorized response distribution

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Think about Iceland | First mention developmentWhen you think about the country Iceland what comes into your mind?

Categorized response distribution

* Open question – First mentioned of up to three mentions

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Think about Iceland | All MentionsWhen you think about the country Iceland what comes into your mind?

* Open question – Up to three mentions

Categorized response distribution

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Positiveness towards Icelandic productsIn general, how positive or negative are you towards Icelandic products, services and brands?

Response distribution

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Think of Icelandic products – First mention (Top 10)Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?*

Categorized response distribution – Top 10 categories

* Open question – First mentioned of up to five mentions

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Think of Icelandic products – All mentions (Top 10)Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?*

* Open question – Up to five mentions

Categorized response distribution – Top 10 categories

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Main Results | Destination Association with Statements

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Destination Association with Statements | Iceland as destinationAll respondents

*Negative statement: Answer options reversed (higher score = better)

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Destination Association with Statements | ComparisionAll respondents

*Negative statement: Answer options reversed (higher score = better)Iceland performance – All respondents

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Destination Association with Statements | Iceland as destinationActive Traveller segment

*Negative statement: Answer options reversed (higher score = better)Iceland performance – All respondents

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Destination Association with Statements | ComparisonActive Traveller segment

*Negative statement: Answer options reversed (higher score = better)Iceland performance – All respondents

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Destination Association with Statements | Iceland as destinationAdventure Traveller segment

*Negative statement: Answer options reversed (higher score = better)Iceland performance – All respondents

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Destination Assocation with Statements | ComparisonAdventure Traveller segment

*Negative statement: Answer options reversed (higher score = better)Iceland performance – All respondents

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Main Results | Advertising and Media Coverage

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Advertising and Media Coverage | Iceland as travel destinationHave you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

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Detailed Results | Denmark

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[Q1_1] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

First mention | Denmark

Italy 119 12,2% 2,1%

Spain 84 8,6% 1,8%

USA 78 8,0% 1,7%

Sw eden 62 6,4% 1,5%

France 61 6,3% 1,5%

Norw ay 59 6,1% 1,5%

Thailand 56 5,8% 1,5%

Greece 55 5,6% 1,4%

United Kingdom 49 5,0% 1,4%

Germany 44 4,5% 1,3%

Comparison countries

Norw ay 59 6,1% 1,5%

Iceland 23 2,3% 0,9%

New Zealand 20 2,0% 0,9%

Canada 15 1,5% 0,8%

Finland 1 0,1% 0,2%

Answ ered 977 97,1%

Did not answ er 29 2,9%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Co

nf.

lim

+/-

Top 10 Answers Co

un

t

Pct

.%

CATEGORIZED RESPONSE DISTRIBUTION

Top 10 mentions Comparason countries

*Asked: All respondents** Excluding your own country

(Up to three mentions)

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[Q1_1] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

First mention | Denmark

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS

*Asked: All respondents** Excluding your own country

(Up to three mentions)

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[Q1_A] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

All mentions | Denmark

Italy 353 35,6% 3,0%

Spain 238 24,0% 2,7%

USA 209 21,0% 2,5%

France 191 19,3% 2,5%

Norw ay 168 16,9% 2,3%

Sw eden 165 16,6% 2,3%

Greece 160 16,1% 2,3%

United Kingdom 155 15,6% 2,3%

Germany 148 14,9% 2,2%

Thailand 111 11,2% 2,0%

Comparison countries

Norw ay 168 16,9% 2,3%

Iceland 54 5,4% 1,4%

New Zealand 49 4,9% 1,3%

Canada 39 3,9% 1,2%

Finland 11 1,1% 0,7%

Answ ered 991 98,5%

Did not answ er 15 1,5%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Top 10 Answers Co

un

t

Pct

.%

Co

nf.

lim

+/-

*Asked: All respondents** Excluding your own country

CATEGORIZED RESPONSE DISTRIBUTION

Top 10 mentions Comparason countries

(Up to three mentions)

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[Q1_A] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

All mentions | Denmark

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS

*Asked: All respondents** Excluding your own country

(Up to three mentions)

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Travel Behavior statements | ComparisonDenmark

RESPONSE DISTRIBUTION

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[Q2_1] I like to travel independentlyDenmark

1 - Strongly disagree 118 12,1% 2,1%

2 - Tend to disagree 100 10,3% 1,9%

4 - Tend to agree 233 23,9% 2,7%

5 - Strongly agree 338 34,8% 3,0%

Total 971 100%

Answ ered 971 96,5%

Did not answ er 35 3,5%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree182 18,8% 2,5%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_1] I like to travel independentlyDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_2] I prefer to take holidays off the beaten trackDenmark

1 - Strongly disagree 64 7,3% 1,7%

2 - Tend to disagree 87 9,9% 2,0%

4 - Tend to agree 247 28,0% 3,0%

5 - Strongly agree 132 14,9% 2,4%

Total 883 100%

Answ ered 883 87,8%

Did not answ er 123 12,2%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree353 39,9% 3,2%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_2] I prefer to take holidays off the beaten trackDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_3] I only want to go to holiday destinations where it's warm and sunnyDenmark

1 - Strongly disagree 273 27,6% 2,8%

2 - Tend to disagree 179 18,1% 2,4%

4 - Tend to agree 224 22,7% 2,6%

5 - Strongly agree 115 11,6% 2,0%

Total 990 100%

Answ ered 990 98,4%

Did not answ er 16 1,6%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree199 20,1% 2,5%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_3] I only want to go to holiday destinations where it's warm and sunnyDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_4] I like to learn about the history and culture of the destination that I'm visitingDenmark

1 - Strongly disagree 23 2,3% 0,9%

2 - Tend to disagree 72 7,2% 1,6%

4 - Tend to agree 378 38,3% 3,0%

5 - Strongly agree 381 38,6% 3,0%

Total 987 100%

Answ ered 987 98,2%

Did not answ er 19 1,8%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree134 13,6% 2,1%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_4] I like to learn about the history and culture of the destination that I'm visitingDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_5] I like spending time outdoors in natureDenmark

1 - Strongly disagree 21 2,1% 0,9%

2 - Tend to disagree 45 4,5% 1,3%

4 - Tend to agree 350 35,2% 3,0%

5 - Strongly agree 419 42,1% 3,1%

Total 994 100%

Answ ered 994 98,8%

Did not answ er 12 1,2%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree159 16,0% 2,3%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_5] I like spending time outdoors in natureDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_6] I like to travel during the months of September through to AprilDenmark

1 - Strongly disagree 46 4,8% 1,4%

2 - Tend to disagree 82 8,6% 1,8%

4 - Tend to agree 269 28,3% 2,9%

5 - Strongly agree 301 31,7% 3,0%

Total 950 100%

Answ ered 950 94,5%

Did not answ er 56 5,5%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree253 26,6% 2,8%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_6] I like to travel during the months of September through to AprilDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_7] I actively seek new travel experiencesDenmark

1 - Strongly disagree 91 9,3% 1,8%

2 - Tend to disagree 109 11,2% 2,0%

4 - Tend to agree 294 30,2% 2,9%

5 - Strongly agree 209 21,4% 2,6%

Total 974 100%

Answ ered 974 96,8%

Did not answ er 32 3,2%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree271 27,9% 2,8%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_7] I actively seek new travel experiencesDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_8] I use the internet and social media on a regular basis to get information about what's happening in the world

Denmark

1 - Strongly disagree 45 4,6% 1,3%

2 - Tend to disagree 55 5,6% 1,4%

4 - Tend to agree 350 35,5% 3,0%

5 - Strongly agree 389 39,5% 3,1%

Total 985 100%

Answ ered 985 97,9%

Did not answ er 21 2,1%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree146 14,8% 2,2%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_8] I use the internet and social media on a regular basis to get information about what's happening in the world

Denmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_9] I use social media on a regular basis to share my experiences with other peopleDenmark

1 - Strongly disagree 365 37,0% 3,0%

2 - Tend to disagree 182 18,5% 2,4%

4 - Tend to agree 162 16,4% 2,3%

5 - Strongly agree 86 8,7% 1,8%

Total 986 100%

Answ ered 986 98,1%

Did not answ er 20 1,9%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree192 19,4% 2,5%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_9] I use social media on a regular basis to share my experiences with other peopleDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q3] Thinking about the past 2 years (i.e. since March 2013), how many times in total have you travelled abroad

Denmark

None 103 10,3% 1,9%

Once 112 11,2% 2,0%

Tw ice 174 17,4% 2,4%

Three times 144 14,4% 2,2%

Four times 138 13,9% 2,1%

Fiv e times 117 11,7% 2,0%

Six times or more 210 21,0% 2,5%

Total 999 100%

Answ ered 999 99,3%

Did not answ er 7 0,7%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Co

nf.

lim

+/-

Answers Co

un

t

Pct

.%

RESPONSE DISTRIBUTION

*Asked: All respondents

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[Q3] Thinking about the past 2 years (i.e. since March 2013), how many times in total have you travelled abroad

Denmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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Destination positiveness & Travel intention | ComparisonDenmark

HOW POSITIVE OR NEGATIVE ARE YOU TOWARDS EACH OF THE FOLLOWING TRAVEL DESTINATIONS

WHEN, IF EVER, DO YOU INTEND TO VISIT THE FOLLOWING COUNTRIES

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[Q4_1] How positive or negative are you towards CANADA as travel destinationDenmark

1 - Very negativ e 6 0,6% 0,5%

2 - Somew hat negativ e 19 2,0% 0,9%

4 - Somew hat positiv e 353 38,7% 3,2%

5 - Very positiv e 321 35,2% 3,1%

Total 911 100%

Answ ered 911 90,5%

Did not answ er 95 9,5%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e213 23,4% 2,7%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 69: Travel destination iceland 2015

69

[Q4_1] How positive or negative are you towards CANADA as travel destinationDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 70: Travel destination iceland 2015

70

[Q4_2] How positive or negative are you towards FINLAND as travel destinationDenmark

1 - Very negativ e 22 2,5% 1,0%

2 - Somew hat negativ e 123 13,8% 2,3%

4 - Somew hat positiv e 230 25,6% 2,9%

5 - Very positiv e 101 11,3% 2,1%

Total 895 100%

Answ ered 895 89,0%

Did not answ er 111 11,0%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

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3 - Neither positiv e nor

negativ e419 46,8% 3,3%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 71: Travel destination iceland 2015

71

[Q4_2] How positive or negative are you towards FINLAND as travel destinationDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 72: Travel destination iceland 2015

72

[Q4_3] How positive or negative are you towards ICELAND as travel destinationDenmark

1 - Very negativ e 16 1,7% 0,8%

2 - Somew hat negativ e 37 4,0% 1,3%

4 - Somew hat positiv e 369 40,1% 3,2%

5 - Very positiv e 265 28,8% 2,9%

Total 920 100%

Answ ered 920 91,5%

Did not answ er 86 8,5%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

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3 - Neither positiv e nor

negativ e234 25,4% 2,8%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 73: Travel destination iceland 2015

73

[Q4_3] How positive or negative are you towards ICELAND as travel destinationDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 74: Travel destination iceland 2015

74

[Q4_4] How positive or negative are you towards NEW ZEALAND as travel destinationDenmark

1 - Very negativ e 11 1,2% 0,7%

2 - Somew hat negativ e 16 1,7% 0,8%

4 - Somew hat positiv e 330 36,2% 3,1%

5 - Very positiv e 368 40,4% 3,2%

Total 911 100%

Answ ered 911 90,6%

Did not answ er 95 9,4%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

Co

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3 - Neither positiv e nor

negativ e187 20,5% 2,6%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 75: Travel destination iceland 2015

75

[Q4_4] How positive or negative are you towards NEW ZEALAND as travel destinationDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 76: Travel destination iceland 2015

76

[Q4_5] How positive or negative are you towards NORWAY as travel destinationDenmark

1 - Very negativ e 13 1,4% 0,7%

2 - Somew hat negativ e 69 7,2% 1,6%

4 - Somew hat positiv e 379 39,3% 3,1%

5 - Very positiv e 217 22,5% 2,6%

Total 965 100%

Answ ered 965 96,0%

Did not answ er 41 4,0%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

Co

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3 - Neither positiv e nor

negativ e287 29,7% 2,9%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 77: Travel destination iceland 2015

77

[Q4_5] How positive or negative are you towards NORWAY as travel destinationDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 78: Travel destination iceland 2015

78

[Q5_1] When, if ever, do you intend to visit CANADADenmark

Within the nex t 6 months 7 1,0% 0,7%

Within the nex t y ear 12 1,8% 1,0%

Within the nex t tw o y ears 40 5,8% 1,8%

Within the nex t three 53 7,7% 2,0%

Total 688 100%

Answ ered 688 68,4%

Did not answ er 318 31,6%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

3,7%40,8%281I intend to v isit but in

more than 3 y ears time

295 42,9% 3,7%I do not intend to v isit this

country

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*Asked: All respondents

Page 79: Travel destination iceland 2015

79

[Q5_1] When, if ever, do you intend to visit CANADADenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 80: Travel destination iceland 2015

80

[Q5_2] When, if ever, do you intend to visit FINLANDDenmark

Within the nex t 6 months 9 1,3% 0,8%

Within the nex t y ear 23 3,2% 1,3%

Within the nex t tw o y ears 39 5,4% 1,7%

Within the nex t three 41 5,8% 1,7%

Total 719 100%

Answ ered 719 71,4%

Did not answ er 287 28,6%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

2,9%20,4%147I intend to v isit but in

more than 3 y ears time

459 63,9% 3,5%I do not intend to v isit this

country

Co

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*Asked: All respondents

Page 81: Travel destination iceland 2015

81

[Q5_2] When, if ever, do you intend to visit FINLANDDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 82: Travel destination iceland 2015

82

[Q5_3] When, if ever, do you intend to visit ICELANDDenmark

Within the nex t 6 months 8 1,1% 0,8%

Within the nex t y ear 21 3,0% 1,3%

Within the nex t tw o y ears 57 8,1% 2,0%

Within the nex t three 113 16,2% 2,7%

Total 700 100%

Answ ered 700 69,5%

Did not answ er 306 30,5%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

3,5%35,7%250I intend to v isit but in

more than 3 y ears time

252 36,0% 3,6%I do not intend to v isit this

country

Co

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*Asked: All respondents

Page 83: Travel destination iceland 2015

83

[Q5_3] When, if ever, do you intend to visit ICELANDDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 84: Travel destination iceland 2015

84

[Q5_4] When, if ever, do you intend to visit NEW ZEALANDDenmark

Within the nex t 6 months 5 0,7% 0,6%

Within the nex t y ear 10 1,4% 0,9%

Within the nex t tw o y ears 26 3,7% 1,4%

Within the nex t three 57 8,1% 2,0%

Total 706 100%

Answ ered 706 70,1%

Did not answ er 300 29,9%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

3,6%42,4%299I intend to v isit but in

more than 3 y ears time

309 43,7% 3,7%I do not intend to v isit this

country

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*Asked: All respondents

Page 85: Travel destination iceland 2015

85

[Q5_4] When, if ever, do you intend to visit NEW ZEALANDDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 86: Travel destination iceland 2015

86

[Q5_5] When, if ever, do you intend to visit NORWAYDenmark

Within the nex t 6 months 72 10,1% 2,2%

Within the nex t y ear 82 11,5% 2,3%

Within the nex t tw o y ears 105 14,6% 2,6%

Within the nex t three 107 15,0% 2,6%

Total 717 100%

Answ ered 717 71,2%

Did not answ er 289 28,8%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

3,0%20,8%149I intend to v isit but in

more than 3 y ears time

201 28,1% 3,3%I do not intend to v isit this

country

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*Asked: All respondents

Page 87: Travel destination iceland 2015

87

[Q5_5] When, if ever, do you intend to visit NORWAYDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 88: Travel destination iceland 2015

88

[Q6_1] When you think about the country Iceland what comes into your mind?First mention | Denmark

Nature 688 69,0% 2,9%

Volcano 184 18,5% 2,4%

Culture 28 2,8% 1,0%

Economy 21 2,1% 0,9%

Personal opinion 19 1,9% 0,9%

Geography 16 1,6% 0,8%

Other 11 1,1% 0,6%

Nothing 29 3,0% 1,1%

Total 997 100%

Answ ered 997 99,1%

Did not answ er 9 0,9%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Answers Co

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*Asked: All respondents

(Up to three mentions)

Page 89: Travel destination iceland 2015

89

[Q6_1] When you think about the country Iceland what comes into your mind?First mention | Denmark

CATEGORIZED RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

(Up to three mentions)

Page 90: Travel destination iceland 2015

90

[Q6_A] When you think about the country Iceland what comes into your mind?All mentions | Denmark

Nature 911 91,3% 1,7%

Volcano 339 34,0% 2,9%

Culture 202 20,2% 2,5%

Geography 73 7,4% 1,6%

Economy 63 6,3% 1,5%

Personal opinion 61 6,2% 1,5%

Other 48 4,8% 1,3%

Nothing 35 3,5% 1,1%

Total 997

Answ ered 997 99,1%

Did not answ er 9 0,9%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Answers Co

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*Asked: All respondents

(Up to three mentions)

Page 91: Travel destination iceland 2015

91

[Q6_A] When you think about the country Iceland what comes into your mind?All mentions | Denmark

CATEGORIZED RESPONSE DISTRIBUTION | CROSS SPLITS (Up to three mentions)

*Asked: All respondents

Page 92: Travel destination iceland 2015

92

[Q7_1] I can experience natural wondersDenmark

Iceland 744 85,8% 2,3%

New Zealand 693 79,8% 2,7%

Canada 659 76,0% 2,8%

Norw ay 592 68,2% 3,1%

Finland 428 49,4% 3,3%

None of the countries 13 1,5% 0,8%

Total 868

Answ ered 868 86,3%

Did not answ er 138 13,7%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 93: Travel destination iceland 2015

93

[Q7_1] I can experience natural wondersDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 94: Travel destination iceland 2015

94

[Q7_2] I can see extraordinary landscapesDenmark

New Zealand 720 82,6% 2,5%

Iceland 718 82,3% 2,5%

Canada 669 76,7% 2,8%

Norw ay 602 69,1% 3,1%

Finland 460 52,8% 3,3%

None of the countries 15 1,8% 0,9%

Total 872

Answ ered 872 86,7%

Did not answ er 134 13,3%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 95: Travel destination iceland 2015

95

[Q7_2] I can see extraordinary landscapesDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 96: Travel destination iceland 2015

96

[Q7_3] I can enjoy a pure environmentDenmark

Iceland 580 81,2% 2,9%

Norw ay 524 73,4% 3,2%

New Zealand 468 65,5% 3,5%

Canada 453 63,4% 3,5%

Finland 427 59,7% 3,6%

None of the countries 27 3,8% 1,4%

Total 715

Answ ered 715 71,0%

Did not answ er 291 29,0%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 97: Travel destination iceland 2015

97

[Q7_3] I can enjoy a pure environmentDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 98: Travel destination iceland 2015

98

[Q7_4] I can enjoy extensive wilderness and stillnessDenmark

Canada 741 85,2% 2,4%

Norw ay 675 77,6% 2,8%

New Zealand 654 75,2% 2,9%

Iceland 637 73,2% 2,9%

Finland 570 65,5% 3,2%

None of the countries 13 1,5% 0,8%

Total 870

Answ ered 870 86,5%

Did not answ er 136 13,5%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 99: Travel destination iceland 2015

99

[Q7_4] I can enjoy extensive wilderness and stillnessDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 100: Travel destination iceland 2015

100

[Q7_5] I can choose from a variety of exciting activitiesDenmark

New Zealand 495 78,9% 3,2%

Canada 487 77,5% 3,3%

Iceland 441 70,2% 3,6%

Norw ay 403 64,1% 3,8%

Finland 285 45,4% 3,9%

None of the countries 27 4,2% 1,6%

Total 628

Answ ered 628 62,4%

Did not answ er 378 37,6%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 101: Travel destination iceland 2015

101

[Q7_5] I can choose from a variety of exciting activitiesDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 102: Travel destination iceland 2015

102

[Q7_6] I can expect the locals to be warm and welcomingDenmark

Norw ay 529 73,1% 3,2%

Canada 525 72,5% 3,3%

New Zealand 525 72,5% 3,3%

Iceland 506 69,8% 3,3%

Finland 392 54,1% 3,6%

None of the countries 22 3,0% 1,2%

Total 724

Answ ered 724 72,0%

Did not answ er 282 28,0%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 103: Travel destination iceland 2015

103

[Q7_6] I can expect the locals to be warm and welcomingDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 104: Travel destination iceland 2015

104

[Q7_7] It has an interesting history and cultureDenmark

Iceland 501 67,6% 3,4%

New Zealand 498 67,2% 3,4%

Canada 397 53,5% 3,6%

Norw ay 355 48,0% 3,6%

Finland 283 38,1% 3,5%

None of the countries 49 6,6% 1,8%

Total 741

Answ ered 741 73,7%

Did not answ er 265 26,3%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 105: Travel destination iceland 2015

105

[Q7_7] It has an interesting history and cultureDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 106: Travel destination iceland 2015

106

[Q7_8] It offers exciting restaurantsDenmark

New Zealand 220 58,7% 5,0%

Canada 218 58,2% 5,0%

Iceland 155 41,2% 5,0%

Norw ay 135 36,1% 4,9%

Finland 118 31,6% 4,7%

None of the countries 68 18,2% 3,9%

Total 375

Answ ered 375 37,3%

Did not answ er 631 62,7%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 107: Travel destination iceland 2015

107

[Q7_8] It offers exciting restaurantsDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 108: Travel destination iceland 2015

108

[Q7_9] It is a good destination for a city break experienceDenmark

Canada 344 50,8% 3,8%

Norw ay 175 25,8% 3,3%

New Zealand 133 19,6% 3,0%

Finland 119 17,7% 2,9%

Iceland 56 8,3% 2,1%

None of the countries 220 32,5% 3,5%

Total 677

Answ ered 677 67,3%

Did not answ er 329 32,7%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 109: Travel destination iceland 2015

109

[Q7_9] It is a good destination for a city break experienceDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 110: Travel destination iceland 2015

110

[Q7_10] It is expensive to travel toDenmark

New Zealand 566 74,1% 3,1%

Canada 488 63,8% 3,4%

Iceland 302 39,6% 3,5%

Norw ay 266 34,9% 3,4%

Finland 91 11,9% 2,3%

None of the countries 31 4,0% 1,4%

Total 764

Answ ered 764 75,9%

Did not answ er 242 24,1%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 111: Travel destination iceland 2015

111

[Q7_10] It is expensive to travel toDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 112: Travel destination iceland 2015

112

[Q7_11] It is expensive to stay as a tourist at this destinationDenmark

Norw ay 553 77,9% 3,1%

Iceland 286 40,3% 3,6%

New Zealand 196 27,6% 3,3%

Canada 164 23,1% 3,1%

Finland 132 18,6% 2,9%

None of the countries 48 6,8% 1,9%

Total 710

Answ ered 710 70,5%

Did not answ er 296 29,5%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 113: Travel destination iceland 2015

113

[Q7_11] It is expensive to stay as a tourist at this destinationDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 114: Travel destination iceland 2015

114

[Q7_12] It is too far away for me to travel toDenmark

New Zealand 346 42,4% 3,4%

Canada 239 29,3% 3,1%

Iceland 47 5,8% 1,6%

Finland 34 4,1% 1,4%

Norw ay 15 1,9% 0,9%

None of the countries 430 52,7% 3,4%

Total 816

Answ ered 816 81,1%

Did not answ er 190 18,9%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 115: Travel destination iceland 2015

115

[Q7_12] It is too far away for me to travel toDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 116: Travel destination iceland 2015

116

[Q7_13] It offers good value for moneyDenmark

Canada 188 45,4% 4,8%

Iceland 174 42,0% 4,7%

New Zealand 174 41,9% 4,7%

Norw ay 131 31,6% 4,5%

Finland 116 28,0% 4,3%

None of the countries 88 21,2% 3,9%

Total 415

Answ ered 415 41,3%

Did not answ er 591 58,7%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 117: Travel destination iceland 2015

117

[Q7_13] It offers good value for moneyDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 118: Travel destination iceland 2015

118

[Q7_14] The climate is too cold for me to visitDenmark

Finland 138 17,7% 2,7%

Iceland 128 16,3% 2,6%

Norw ay 86 11,0% 2,2%

Canada 67 8,5% 2,0%

New Zealand 18 2,3% 1,0%

None of the countries 547 69,8% 3,2%

Total 783

Answ ered 783 77,9%

Did not answ er 223 22,1%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 119: Travel destination iceland 2015

119

[Q7_14] The climate is too cold for me to visitDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 120: Travel destination iceland 2015

120

[Q7_15] It is a safe destinationDenmark

Norw ay 631 84,4% 2,6%

Iceland 587 78,5% 2,9%

Canada 566 75,7% 3,1%

New Zealand 559 74,9% 3,1%

Finland 540 72,3% 3,2%

None of the countries 30 4,1% 1,4%

Total 747

Answ ered 747 74,3%

Did not answ er 259 25,7%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

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*Asked: All respondents

Page 121: Travel destination iceland 2015

121

[Q7_15] It is a safe destinationDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q7_16] It has modern infrastructure (such as transportation, accommodation, communications)Denmark

Canada 505 78,8% 3,2%

Norw ay 492 76,8% 3,3%

New Zealand 424 66,2% 3,7%

Finland 397 61,9% 3,8%

Iceland 362 56,5% 3,8%

None of the countries 30 4,7% 1,6%

Total 641

Answ ered 641 63,7%

Did not answ er 365 36,3%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Co

nf.

lim

+/-

Answers Co

un

t

Pct

.%

RESPONSE DISTRIBUTION

*Asked: All respondents

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[Q7_16] It has modern infrastructure (such as transportation, accommodation, communications)Denmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q8] In general, how positive or negative are you towards Icelandic products, services and brandsDenmark

1 - Very negativ e 4 0,5% 0,5%

2 - Somew hat negativ e 19 2,3% 1,0%

4 - Somew hat positiv e 301 36,0% 3,3%

5 - Very positiv e 93 11,1% 2,1%

Total 837 100%

Answ ered 837 83,2%

Did not answ er 169 16,8%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e419 50,1% 3,4%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q8] In general, how positive or negative are you towards Icelandic products, services and brandsDenmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q9_1] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

First mention | Denmark

Food 183 41,9% 4,6%

Wool products 102 23,4% 4,0%

Fish 42 9,6% 2,8%

Horses 15 3,4% 1,7%

Candy 14 3,3% 1,7%

Airline 13 2,9% 1,6%

Nature 11 2,5% 1,5%

Beer/Alcohol 9 2,1% 1,3%

Clothing 7 1,6% 1,2%

Other animals 7 1,6% 1,2%

Answ ered 437 43,5%

Did not answ er 569 56,5%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Top 10 Answers Co

un

t

Pct

.%

Co

nf.

lim

+/-

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS

*Asked: All respondents

(Up to five mentions)

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[Q9_1] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

First mention | Denmark

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS (Up to five mentions)

*Asked: All respondents

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[Q9_A] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

All mentions | Denmark

Food 213 48,7% 4,7%

Wool products 149 33,9% 4,4%

Fish 69 15,6% 3,4%

Horses 36 8,3% 2,6%

Other animals 26 5,9% 2,2%

Candy 26 5,9% 2,2%

Airline 18 4,1% 1,8%

Nature 17 3,8% 1,8%

Clothing 15 3,4% 1,7%

Craft 13 2,9% 1,6%

Answ ered 438 43,6%

Did not answ er 568 56,4%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Top 10 Answers Co

un

t

Pct

.%

Co

nf.

lim

+/-

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS

*Asked: All respondents

(Up to five mentions)

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[Q9_A] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

All mentions | Denmark

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS (Up to five mentions)

*Asked: All respondents

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Denmark

Internet 176 18,8% 2,5%

New spapers 104 11,1% 2,0%

Magazines 96 10,2% 1,9%

Telev ision 93 9,9% 1,9%

Posters 27 2,8% 1,1%

Radio 8 0,9% 0,6%

Other 43 4,5% 1,3%

No 588 62,8% 3,1%

Total 937

Answ ered 937 93,1%

Did not answ er 69 6,9%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Co

nf.

lim

+/-

Answers Co

un

t

Pct

.%

RESPONSE DISTRIBUTION

*Asked: All respondents

[Q10] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

(Multiple answers)

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Denmark

RESPONSE DISTRIBUTION | CROSS SPLITS

[Q10] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

*Asked: All respondents

(Multiple answers)

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Denmark

Facebook 61 39,7% 7,7%

Online new s site/sites 55 35,6% 7,6%

Other w ebsite/ w ebsites 38 24,8% 6,8%

Google+ 24 15,5% 5,7%

YouTube 9 6,0% 3,8%

Blog/blogs 9 5,8% 3,7%

Instagram 7 4,3% 3,2%

Flickr 5 3,3% 2,8%

Forum/forums 3 1,9% 2,2%

Tw itter 2 1,3% 1,8%

LinkedIn 2 1,3% 1,8%

Pinterest 2 1,2% 1,7%

Vimeo 1 0,8% 1,4%

Vine 1 0,7% 1,3%

Tumblr 0 0,0% 0,0%

Snapchat 0 0,0% 0,0%

Other 18 11,6% 5,1%

Total 153

Answ ered 153 87,2%

Did not answ er 22 12,8%

Count 176 100,0%

Asked* 176 17,5%

Not asked 830 82,5%

Number of participants 1006 100,0%

Co

nf.

lim

+/-

Answers Co

un

t

Pct

.%

RESPONSE DISTRIBUTION

[Q11] On which of the following online media have you seen or heard anything about Iceland as a travel destination during the last six months?

*Asked: Those who answered “Internet” in question Q10

(Multiple answers)

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Denmark

RESPONSE DISTRIBUTION | CROSS SPLITS

[Q11] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

*Asked: Those who answered “Internet” in question Q10

(Multiple answers)

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[Q12] Would you consider travelling to Iceland during the months of September through to April?Denmark

No, definitely not 229 29,2% 3,2%

No, probably not 313 39,9% 3,4%

Yes, probably 200 25,5% 3,1%

Yes, definitely 42 5,3% 1,6%

Total 785 100%

Answ ered 785 78,0%

Did not answ er 221 22,0%

Count 1006 100,0%

Asked* 1006 100,0%

Not asked 0 0,0%

Number of participants 1006 100,0%

Co

nf.

lim

+/-

Answers Co

un

t

Pct

.%

RESPONSE DISTRIBUTION

*Asked: All respondents

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135

[Q12] Would you consider travelling to Iceland during the months of September through to April?Denmark

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 136: Travel destination iceland 2015

Detailed Results | France

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137

Italy 126 13,3% 2,2%

Spain 112 11,9% 2,1%

USA 83 8,8% 1,8%

Canada 60 6,3% 1,6%

Greece 40 4,2% 1,3%

Thailand 39 4,1% 1,3%

Portugal 32 3,4% 1,2%

Australia 32 3,4% 1,2%

United Kingdom 31 3,3% 1,1%

Japan 30 3,2% 1,1%

Comparison countries

Canada 60 6,3% 1,6%

Iceland 13 1,3% 0,7%

Norw ay 8 0,8% 0,6%

New Zealand 6 0,7% 0,5%

Finland 3 0,4% 0,4%

Answ ered 946 92,3%

Did not answ er 79 7,7%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Co

nf.

lim

+/-

Top 10 Answers Co

un

t

Pct

.%

CATEGORIZED RESPONSE DISTRIBUTION

Top 10 mentions Comparason countries

*Asked: All respondents** Excluding your own country

[Q1_1] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

First mention | France

(Up to three mentions)

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[Q1_1] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

First mention | France

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS

*Asked: All respondents** Excluding your own country

(Up to three mentions)

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[Q1_A] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

All mentions | France

Italy 285 29,0% 2,8%

Spain 241 24,5% 2,7%

USA 216 22,0% 2,6%

Canada 147 14,9% 2,2%

Greece 122 12,4% 2,1%

Australia 115 11,7% 2,0%

United Kingdom 102 10,4% 1,9%

Ireland 89 9,1% 1,8%

Japan 83 8,5% 1,7%

Thailand 80 8,2% 1,7%

Comparison countries

Canada 147 14,9% 2,2%

Norw ay 37 3,7% 1,2%

Iceland 33 3,3% 1,1%

New Zealand 29 2,9% 1,1%

Finland 18 1,8% 0,8%

Answ ered 982 95,8%

Did not answ er 43 4,2%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Top 10 Answers Co

un

t

Pct

.%

Co

nf.

lim

+/-

*Asked: All respondents** Excluding your own country

CATEGORIZED RESPONSE DISTRIBUTION

Top 10 mentions Comparason countries

(Up to three mentions)

Page 140: Travel destination iceland 2015

140

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS

*Asked: All respondents** Excluding your own country

[Q1_A] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

All mentions | France

(Up to three mentions)

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Travel Behavior statements | ComparisonFrance

RESPONSE DISTRIBUTION

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142

[Q2_1] I like to travel independentlyFrance

1 - Strongly disagree 44 4,5% 1,3%

2 - Tend to disagree 55 5,6% 1,4%

4 - Tend to agree 395 39,9% 3,0%

5 - Strongly agree 272 27,5% 2,8%

Total 990 100%

Answ ered 990 96,6%

Did not answ er 35 3,4%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Pct

.%

Co

nf.

lim

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Answers Co

un

t

3 - Neither disagree nor

agree223 22,6% 2,6%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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143

[Q2_1] I like to travel independentlyFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_2] I prefer to take holidays off the beaten trackFrance

1 - Strongly disagree 40 4,1% 1,2%

2 - Tend to disagree 81 8,2% 1,7%

4 - Tend to agree 369 37,4% 3,0%

5 - Strongly agree 169 17,1% 2,4%

Total 986 100%

Answ ered 986 96,2%

Did not answ er 39 3,8%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree326 33,1% 2,9%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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145

[Q2_2] I prefer to take holidays off the beaten trackFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_3] I only want to go to holiday destinations where it's warm and sunnyFrance

1 - Strongly disagree 109 11,0% 1,9%

2 - Tend to disagree 141 14,2% 2,2%

4 - Tend to agree 306 30,8% 2,9%

5 - Strongly agree 158 15,9% 2,3%

Total 994 100%

Answ ered 994 97,0%

Did not answ er 31 3,0%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree279 28,1% 2,8%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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147

[Q2_3] I only want to go to holiday destinations where it's warm and sunnyFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_4] I like to learn about the history and culture of the destination that I'm visitingFrance

1 - Strongly disagree 13 1,3% 0,7%

2 - Tend to disagree 21 2,1% 0,9%

4 - Tend to agree 433 43,6% 3,1%

5 - Strongly agree 377 37,9% 3,0%

Total 994 100%

Answ ered 994 97,0%

Did not answ er 31 3,0%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree150 15,1% 2,2%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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149

[Q2_4] I like to learn about the history and culture of the destination that I'm visitingFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_5] I like spending time outdoors in natureFrance

1 - Strongly disagree 19 1,9% 0,8%

2 - Tend to disagree 33 3,3% 1,1%

4 - Tend to agree 462 46,3% 3,1%

5 - Strongly agree 316 31,7% 2,9%

Total 997 100%

Answ ered 997 97,3%

Did not answ er 28 2,7%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree167 16,8% 2,3%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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151

[Q2_5] I like spending time outdoors in natureFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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152

[Q2_6] I like to travel during the months of September through to AprilFrance

1 - Strongly disagree 66 6,8% 1,6%

2 - Tend to disagree 88 9,1% 1,8%

4 - Tend to agree 304 31,3% 2,9%

5 - Strongly agree 190 19,6% 2,5%

Total 969 100%

Answ ered 969 94,5%

Did not answ er 56 5,5%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree321 33,1% 3,0%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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153

[Q2_6] I like to travel during the months of September through to AprilFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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154

[Q2_7] I actively seek new travel experiencesFrance

1 - Strongly disagree 92 9,3% 1,8%

2 - Tend to disagree 95 9,7% 1,8%

4 - Tend to agree 307 31,3% 2,9%

5 - Strongly agree 161 16,3% 2,3%

Total 982 100%

Answ ered 982 95,8%

Did not answ er 43 4,2%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree328 33,4% 2,9%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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155

[Q2_7] I actively seek new travel experiencesFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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156

[Q2_8] I use the internet and social media on a regular basis to get information about what's happening in the world

France

1 - Strongly disagree 73 7,4% 1,6%

2 - Tend to disagree 84 8,4% 1,7%

4 - Tend to agree 419 42,2% 3,1%

5 - Strongly agree 224 22,6% 2,6%

Total 993 100%

Answ ered 993 96,8%

Did not answ er 32 3,2%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree193 19,5% 2,5%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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157

[Q2_8] I use the internet and social media on a regular basis to get information about what's happening in the world

France

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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158

[Q2_9] I use social media on a regular basis to share my experiences with other peopleFrance

1 - Strongly disagree 292 29,9% 2,9%

2 - Tend to disagree 170 17,4% 2,4%

4 - Tend to agree 198 20,4% 2,5%

5 - Strongly agree 87 9,0% 1,8%

Total 975 100%

Answ ered 975 95,1%

Did not answ er 50 4,9%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree228 23,4% 2,7%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_9] I use social media on a regular basis to share my experiences with other peopleFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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160

[Q3] Thinking about the past 2 years (i.e. since March 2013), how many times in total have you travelled abroad

France

None 376 37,8% 3,0%

Once 170 17,2% 2,3%

Tw ice 204 20,5% 2,5%

Three times 102 10,3% 1,9%

Four times 67 6,7% 1,6%

Fiv e times 24 2,4% 1,0%

Six times or more 51 5,2% 1,4%

Total 994 100%

Answ ered 994 97,0%

Did not answ er 31 3,0%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Co

nf.

lim

+/-

Answers Co

un

t

Pct

.%

RESPONSE DISTRIBUTION

*Asked: All respondents

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[Q3] Thinking about the past 2 years (i.e. since March 2013), how many times in total have you travelled abroad

France

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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Destination positiveness & Travel intention | ComparisonFrance

HOW POSITIVE OR NEGATIVE ARE YOU TOWARDS EACH OF THE FOLLOWING TRAVEL DESTINATIONS

WHEN, IF EVER, DO YOU INTEND TO VISIT THE FOLLOWING COUNTRIES

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[Q4_1] How positive or negative are you towards CANADA as travel destinationFrance

1 - Very negativ e 19 2,0% 0,9%

2 - Somew hat negativ e 46 4,7% 1,3%

4 - Somew hat positiv e 386 39,3% 3,1%

5 - Very positiv e 394 40,1% 3,1%

Total 982 100%

Answ ered 982 95,8%

Did not answ er 43 4,2%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e137 13,9% 2,2%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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164

[Q4_1] How positive or negative are you towards CANADA as travel destinationFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q4_2] How positive or negative are you towards FINLAND as travel destinationFrance

1 - Very negativ e 22 2,3% 1,0%

2 - Somew hat negativ e 65 6,7% 1,6%

4 - Somew hat positiv e 407 42,3% 3,1%

5 - Very positiv e 212 22,0% 2,6%

Total 962 100%

Answ ered 962 93,8%

Did not answ er 63 6,2%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e256 26,6% 2,8%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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166

[Q4_2] How positive or negative are you towards FINLAND as travel destinationFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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167

[Q4_3] How positive or negative are you towards ICELAND as travel destinationFrance

1 - Very negativ e 22 2,3% 0,9%

2 - Somew hat negativ e 70 7,3% 1,6%

4 - Somew hat positiv e 366 37,9% 3,1%

5 - Very positiv e 257 26,6% 2,8%

Total 964 100%

Answ ered 964 94,1%

Did not answ er 61 5,9%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e250 25,9% 2,8%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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168

[Q4_3] How positive or negative are you towards ICELAND as travel destinationFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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169

[Q4_4] How positive or negative are you towards NEW ZEALAND as travel destinationFrance

1 - Very negativ e 18 1,9% 0,9%

2 - Somew hat negativ e 51 5,3% 1,4%

4 - Somew hat positiv e 367 38,2% 3,1%

5 - Very positiv e 288 30,0% 2,9%

Total 960 100%

Answ ered 960 93,7%

Did not answ er 65 6,3%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e237 24,7% 2,7%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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170

[Q4_4] How positive or negative are you towards NEW ZEALAND as travel destinationFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q4_5] How positive or negative are you towards NORWAY as travel destinationFrance

1 - Very negativ e 26 2,7% 1,0%

2 - Somew hat negativ e 65 6,7% 1,6%

4 - Somew hat positiv e 425 43,8% 3,1%

5 - Very positiv e 226 23,3% 2,7%

Total 970 100%

Answ ered 970 94,7%

Did not answ er 55 5,3%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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negativ e227 23,4% 2,7%

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[Q4_5] How positive or negative are you towards NORWAY as travel destinationFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q5_1] When, if ever, do you intend to visit CANADAFrance

Within the nex t 6 months 17 2,6% 1,2%

Within the nex t y ear 50 7,7% 2,0%

Within the nex t tw o y ears 86 13,1% 2,6%

Within the nex t three 92 14,0% 2,7%

Total 654 100%

Answ ered 654 63,8%

Did not answ er 371 36,2%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

3,6%31,9%208I intend to v isit but in

more than 3 y ears time

201 30,7% 3,5%I do not intend to v isit this

country

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[Q5_1] When, if ever, do you intend to visit CANADAFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q5_2] When, if ever, do you intend to visit FINLANDFrance

Within the nex t 6 months 11 1,8% 1,0%

Within the nex t y ear 35 5,6% 1,8%

Within the nex t tw o y ears 60 9,6% 2,3%

Within the nex t three 58 9,3% 2,3%

Total 625 100%

Answ ered 625 61,0%

Did not answ er 400 39,0%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

3,4%25,5%159I intend to v isit but in

more than 3 y ears time

302 48,3% 3,9%I do not intend to v isit this

country

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[Q5_2] When, if ever, do you intend to visit FINLANDFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q5_3] When, if ever, do you intend to visit ICELANDFrance

Within the nex t 6 months 13 2,0% 1,1%

Within the nex t y ear 39 6,3% 1,9%

Within the nex t tw o y ears 48 7,8% 2,1%

Within the nex t three 72 11,6% 2,5%

Total 624 100%

Answ ered 624 60,9%

Did not answ er 401 39,1%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

3,4%26,0%162I intend to v isit but in

more than 3 y ears time

289 46,3% 3,9%I do not intend to v isit this

country

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[Q5_3] When, if ever, do you intend to visit ICELANDFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q5_4] When, if ever, do you intend to visit NEW ZEALANDFrance

Within the nex t 6 months 3 0,4% 0,5%

Within the nex t y ear 26 4,2% 1,6%

Within the nex t tw o y ears 59 9,4% 2,3%

Within the nex t three 55 8,9% 2,2%

Total 626 100%

Answ ered 626 61,0%

Did not answ er 399 39,0%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

3,6%31,8%199I intend to v isit but in

more than 3 y ears time

284 45,3% 3,9%I do not intend to v isit this

country

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[Q5_4] When, if ever, do you intend to visit NEW ZEALANDFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q5_5] When, if ever, do you intend to visit NORWAYFrance

Within the nex t 6 months 9 1,4% 0,9%

Within the nex t y ear 49 7,5% 2,0%

Within the nex t tw o y ears 67 10,4% 2,3%

Within the nex t three 69 10,7% 2,4%

Total 651 100%

Answ ered 651 63,5%

Did not answ er 374 36,5%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

3,4%26,3%171I intend to v isit but in

more than 3 y ears time

285 43,8% 3,8%I do not intend to v isit this

country

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[Q5_5] When, if ever, do you intend to visit NORWAYFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q6_1] When you think about the country Iceland what comes into your mind?First mention | France

Nature 601 60,8% 3,0%

Volcano 151 15,3% 2,2%

Geography 59 6,0% 1,5%

Culture 48 4,9% 1,3%

Personal opinion 11 1,2% 0,7%

Economy 2 0,2% 0,3%

Other 38 3,8% 1,2%

Nothing 77 7,8% 1,7%

Total 988 100%

Answ ered 988 96,4%

Did not answ er 37 3,6%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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[Q6_1] When you think about the country Iceland what comes into your mind?First mention | France

CATEGORIZED RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

(Up to three mentions)

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[Q6_A] When you think about the country Iceland what comes into your mind?All mentions | France

Nature 817 82,5% 2,4%

Volcano 261 26,4% 2,7%

Culture 202 20,4% 2,5%

Geography 167 16,9% 2,3%

Personal opinion 66 6,7% 1,6%

Economy 15 1,5% 0,8%

Other 125 12,6% 2,1%

Nothing 91 9,1% 1,8%

Total 991

Answ ered 991 96,6%

Did not answ er 34 3,4%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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*Asked: All respondents

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[Q6_A] When you think about the country Iceland what comes into your mind?All mentions | France

CATEGORIZED RESPONSE DISTRIBUTION | CROSS SPLITS (Up to three mentions)

*Asked: All respondents

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[Q7_1] I can experience natural wondersFrance

Canada 607 73,3% 3,0%

Iceland 605 73,1% 3,0%

New Zealand 548 66,1% 3,2%

Norw ay 524 63,3% 3,3%

Finland 497 60,0% 3,3%

None of the countries 29 3,5% 1,2%

Total 828

Answ ered 828 80,8%

Did not answ er 197 19,2%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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188

[Q7_1] I can experience natural wondersFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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189

[Q7_2] I can see extraordinary landscapesFrance

Canada 647 77,3% 2,8%

Iceland 606 72,3% 3,0%

New Zealand 561 67,0% 3,2%

Norw ay 535 63,9% 3,3%

Finland 523 62,4% 3,3%

None of the countries 24 2,9% 1,1%

Total 837

Answ ered 837 81,7%

Did not answ er 188 18,3%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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[Q7_2] I can see extraordinary landscapesFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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[Q7_3] I can enjoy a pure environmentFrance

Iceland 567 71,8% 3,1%

Canada 518 65,7% 3,3%

Norw ay 506 64,2% 3,3%

Finland 493 62,4% 3,4%

New Zealand 450 57,0% 3,5%

None of the countries 24 3,0% 1,2%

Total 789

Answ ered 789 77,0%

Did not answ er 236 23,0%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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192

[Q7_3] I can enjoy a pure environmentFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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193

[Q7_4] I can enjoy extensive wilderness and stillnessFrance

Canada 554 68,2% 3,2%

Iceland 551 67,9% 3,2%

New Zealand 526 64,8% 3,3%

Finland 465 57,3% 3,4%

Norw ay 447 55,1% 3,4%

None of the countries 32 4,0% 1,3%

Total 812

Answ ered 812 79,2%

Did not answ er 213 20,8%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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194

[Q7_4] I can enjoy extensive wilderness and stillnessFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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195

[Q7_5] I can choose from a variety of exciting activitiesFrance

Canada 450 75,1% 3,5%

New Zealand 333 55,5% 4,0%

Iceland 287 47,9% 4,0%

Norw ay 284 47,5% 4,0%

Finland 261 43,5% 4,0%

None of the countries 40 6,7% 2,0%

Total 599

Answ ered 599 58,5%

Did not answ er 426 41,5%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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196

[Q7_5] I can choose from a variety of exciting activitiesFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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[Q7_6] I can expect the locals to be warm and welcomingFrance

Canada 548 77,6% 3,1%

Iceland 378 53,4% 3,7%

Norw ay 369 52,2% 3,7%

Finland 365 51,6% 3,7%

New Zealand 350 49,6% 3,7%

None of the countries 33 4,6% 1,5%

Total 707

Answ ered 707 68,9%

Did not answ er 318 31,1%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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198

[Q7_6] I can expect the locals to be warm and welcomingFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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199

[Q7_7] It has an interesting history and cultureFrance

Canada 494 66,9% 3,4%

New Zealand 417 56,4% 3,6%

Norw ay 397 53,8% 3,6%

Iceland 387 52,4% 3,6%

Finland 369 50,0% 3,6%

None of the countries 35 4,8% 1,5%

Total 739

Answ ered 739 72,1%

Did not answ er 286 27,9%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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200

[Q7_7] It has an interesting history and cultureFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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201

[Q7_8] It offers exciting restaurantsFrance

Canada 219 57,2% 5,0%

Norw ay 155 40,4% 4,9%

Finland 153 39,9% 4,9%

New Zealand 149 38,9% 4,9%

Iceland 133 34,9% 4,8%

None of the countries 57 14,9% 3,6%

Total 383

Answ ered 383 37,4%

Did not answ er 642 62,6%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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202

[Q7_8] It offers exciting restaurantsFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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203

[Q7_9] It is a good destination for a city break experienceFrance

Norw ay 258 39,0% 3,7%

Canada 205 31,1% 3,5%

Finland 200 30,2% 3,5%

Iceland 145 22,0% 3,2%

New Zealand 105 15,9% 2,8%

None of the countries 193 29,2% 3,5%

Total 661

Answ ered 661 64,5%

Did not answ er 364 35,5%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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204

[Q7_9] It is a good destination for a city break experienceFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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205

[Q7_10] It is expensive to travel toFrance

New Zealand 536 72,8% 3,2%

Canada 503 68,3% 3,4%

Iceland 310 42,1% 3,6%

Norw ay 247 33,6% 3,4%

Finland 243 33,0% 3,4%

None of the countries 36 4,9% 1,6%

Total 736

Answ ered 736 71,8%

Did not answ er 289 28,2%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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[Q7_10] It is expensive to travel toFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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[Q7_11] It is expensive to stay as a tourist at this destinationFrance

New Zealand 418 63,8% 3,7%

Canada 407 62,3% 3,7%

Norw ay 302 46,2% 3,8%

Iceland 296 45,3% 3,8%

Finland 274 41,9% 3,8%

None of the countries 34 5,2% 1,7%

Total 654

Answ ered 654 63,8%

Did not answ er 371 36,2%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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208

[Q7_11] It is expensive to stay as a tourist at this destinationFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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209

[Q7_12] It is too far away for me to travel toFrance

New Zealand 474 59,3% 3,4%

Canada 349 43,6% 3,4%

Iceland 182 22,7% 2,9%

Finland 152 19,0% 2,7%

Norw ay 143 17,9% 2,7%

None of the countries 209 26,1% 3,0%

Total 800

Answ ered 800 78,1%

Did not answ er 225 21,9%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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[Q7_12] It is too far away for me to travel toFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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[Q7_13] It offers good value for moneyFrance

Canada 175 34,4% 4,1%

Norw ay 144 28,2% 3,9%

Finland 139 27,3% 3,9%

Iceland 135 26,6% 3,8%

New Zealand 80 15,7% 3,2%

None of the countries 146 28,7% 3,9%

Total 509

Answ ered 509 49,6%

Did not answ er 516 50,4%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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[Q7_13] It offers good value for moneyFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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213

[Q7_14] The climate is too cold for me to visitFrance

Norw ay 407 51,0% 3,5%

Iceland 403 50,5% 3,5%

Finland 372 46,6% 3,5%

Canada 372 46,5% 3,5%

New Zealand 86 10,7% 2,1%

None of the countries 182 22,9% 2,9%

Total 798

Answ ered 798 77,9%

Did not answ er 227 22,1%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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214

[Q7_14] The climate is too cold for me to visitFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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215

[Q7_15] It is a safe destinationFrance

Canada 544 76,1% 3,1%

Norw ay 483 67,5% 3,4%

Finland 461 64,4% 3,5%

Iceland 458 64,1% 3,5%

New Zealand 423 59,2% 3,6%

None of the countries 36 5,1% 1,6%

Total 715

Answ ered 715 69,8%

Did not answ er 310 30,2%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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[Q7_15] It is a safe destinationFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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217

[Q7_16] It has modern infrastructure (such as transportation, accommodation, communications)France

Canada 507 79,1% 3,2%

Norw ay 368 57,5% 3,8%

Finland 328 51,1% 3,9%

New Zealand 309 48,2% 3,9%

Iceland 263 41,0% 3,8%

None of the countries 28 4,4% 1,6%

Total 641

Answ ered 641 62,5%

Did not answ er 384 37,5%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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[Q7_16] It has modern infrastructure (such as transportation, accommodation, communications)France

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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[Q8] In general, how positive or negative are you towards Icelandic products, services and brandsFrance

1 - Very negativ e 2 0,2% 0,3%

2 - Somew hat negativ e 16 2,0% 1,0%

4 - Somew hat positiv e 322 42,1% 3,5%

5 - Very positiv e 109 14,2% 2,5%

Total 765 100%

Answ ered 765 74,7%

Did not answ er 260 25,3%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

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3 - Neither positiv e nor

negativ e317 41,4% 3,5%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q8] In general, how positive or negative are you towards Icelandic products, services and brandsFrance

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q9_1] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

First mention | France

Fish 98 45,2% 6,6%

Beer/Alcohol 27 12,4% 4,4%

Food 14 6,4% 3,3%

Nature 9 4,2% 2,7%

Airline 9 4,1% 2,6%

Clothing 7 3,1% 2,3%

Wool products 7 3,1% 2,3%

Björk 6 2,8% 2,2%

Other animals 4 1,7% 1,7%

Banks 3 1,3% 1,5%

Answ ered 217 21,2%

Did not answ er 808 78,8%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Top 10 Answers Co

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*Asked: All respondents

(Up to five mentions)

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222

[Q9_1] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

First mention | France

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS (Up to five mentions)

*Asked: All respondents

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223

[Q9_A] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

All mentions | France

Fish 110 50,1% 6,6%

Beer/Alcohol 30 13,9% 4,6%

Food 23 10,4% 4,0%

Nature 20 9,1% 3,8%

Wool products 15 6,7% 3,3%

Clothing 14 6,5% 3,3%

Björk 10 4,7% 2,8%

Other animals 10 4,4% 2,7%

Airline 9 4,0% 2,6%

Craft 6 2,7% 2,1%

Answ ered 219 21,4%

Did not answ er 806 78,6%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Top 10 Answers Co

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*Asked: All respondents

(Up to five mentions)

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[Q9_A] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

All mentions | France

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS (Up to five mentions)

*Asked: All respondents

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France

Telev ision 172 20,0% 2,7%

Internet 106 12,3% 2,2%

Magazines 82 9,5% 2,0%

New spapers 41 4,8% 1,4%

Posters 38 4,4% 1,4%

Radio 16 1,8% 0,9%

Other 8 0,9% 0,6%

No 550 64,1% 3,2%

Total 858

Answ ered 858 83,8%

Did not answ er 167 16,2%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Co

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Answers Co

un

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Pct

.%

RESPONSE DISTRIBUTION

*Asked: All respondents

[Q10] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

(Multiple answers)

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France

RESPONSE DISTRIBUTION | CROSS SPLITS

[Q10] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

*Asked: All respondents

(Multiple answers)

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France

Facebook 51 56,0% 10,2%

YouTube 35 38,6% 10,0%

Google+ 25 27,3% 9,1%

Online new s site/sites 18 19,9% 8,2%

Blog/blogs 12 12,7% 6,8%

Tw itter 10 11,4% 6,5%

Instagram 8 9,2% 5,9%

Forum/forums 8 9,0% 5,9%

Other w ebsite/ w ebsites 7 7,4% 5,4%

Pinterest 6 7,0% 5,2%

LinkedIn 3 3,4% 3,7%

Vimeo 3 2,9% 3,5%

Snapchat 2 2,5% 3,2%

Tumblr 1 1,1% 2,1%

Vine 0 0,0% 0,0%

Flickr 0 0,0% 0,0%

Other 4 4,1% 4,1%

Total 91

Answ ered 91 86,3%

Did not answ er 14 13,7%

Count 106 100,0%

Asked* 106 10,3%

Not asked 919 89,7%

Number of participants 1025 100,0%

Co

nf.

lim

+/-

Answers Co

un

t

Pct

.%

RESPONSE DISTRIBUTION

[Q11] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

*Asked: Those who answered “Internet” in question Q10

(Multiple answers)

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France

RESPONSE DISTRIBUTION | CROSS SPLITS

[Q11] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

*Asked: Those who answered “Internet” in question Q10

(Multiple answers)

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[Q12] Would you consider travelling to Iceland during the months of September through to April?France

No, definitely not 281 34,8% 3,3%

No, probably not 190 23,6% 2,9%

Yes, probably 267 33,1% 3,2%

Yes, definitely 69 8,6% 1,9%

Total 807 100%

Answ ered 807 78,7%

Did not answ er 218 21,3%

Count 1025 100,0%

Asked* 1025 100,0%

Not asked 0 0,0%

Number of participants 1025 100,0%

Co

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Answers Co

un

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Pct

.%

RESPONSE DISTRIBUTION

*Asked: All respondents

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[Q12] Would you consider travelling to Iceland during the months of September through to April?France

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 231: Travel destination iceland 2015

Detailed Results | Germany

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232

Spain 158 16,2% 2,3%

Italy 122 12,4% 2,1%

USA 66 6,7% 1,6%

France 62 6,4% 1,5%

Austria 48 4,9% 1,4%

Turkey 46 4,8% 1,3%

Greece 39 4,0% 1,2%

United Kingdom 34 3,4% 1,1%

Norw ay 28 2,8% 1,0%

Thailand 27 2,8% 1,0%

Comparison countries

Norw ay 28 2,8% 1,0%

New Zealand 22 2,2% 0,9%

Canada 15 1,5% 0,8%

Iceland 6 0,6% 0,5%

Finland 2 0,2% 0,3%

Answ ered 978 94,4%

Did not answ er 58 5,6%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Co

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Top 10 Answers Co

un

t

Pct

.%

CATEGORIZED RESPONSE DISTRIBUTION

Top 10 mentions Comparason countries

*Asked: All respondents** Excluding your own country

[Q1_1] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

First mention | Germany

(Up to three mentions)

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[Q1_1] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

First mention | Germany

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS

*Asked: All respondents** Excluding your own country

(Up to three mentions)

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[Q1_A] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

All mentions | Germany

Italy 337 33,4% 2,9%

Spain 313 31,0% 2,9%

France 206 20,4% 2,5%

USA 153 15,2% 2,2%

Greece 144 14,3% 2,2%

Austria 138 13,7% 2,1%

United Kingdom 116 11,5% 2,0%

Turkey 111 11,0% 1,9%

Sw eden 90 8,9% 1,8%

Australia 84 8,4% 1,7%

Comparison countries

Norw ay 71 7,0% 1,6%

New Zealand 64 6,4% 1,5%

Canada 58 5,7% 1,4%

Iceland 15 1,5% 0,8%

Finland 10 1,0% 0,6%

Answ ered 1009 97,4%

Did not answ er 27 2,6%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Top 10 Answers Co

un

t

Pct

.%

Co

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*Asked: All respondents** Excluding your own country

CATEGORIZED RESPONSE DISTRIBUTION

Top 10 mentions Comparason countries

(Up to three mentions)

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235

[Q1_A] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

All mentions | Germany

CATEGORIZED RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Excluding your own country

(Up to three mentions)

Page 236: Travel destination iceland 2015

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Travel Behavior statements | ComparisonGermany

RESPONSE DISTRIBUTION

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237

[Q2_1] I like to travel independentlyGermany

1 - Strongly disagree 22 2,2% 0,9%

2 - Tend to disagree 58 5,8% 1,4%

4 - Tend to agree 413 41,4% 3,1%

5 - Strongly agree 318 31,8% 2,9%

Total 999 100%

Answ ered 999 96,4%

Did not answ er 37 3,6%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

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Answers Co

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3 - Neither disagree nor

agree188 18,8% 2,4%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 238: Travel destination iceland 2015

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[Q2_1] I like to travel independentlyGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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239

[Q2_2] I prefer to take holidays off the beaten trackGermany

1 - Strongly disagree 43 4,3% 1,3%

2 - Tend to disagree 107 10,7% 1,9%

4 - Tend to agree 386 38,2% 3,0%

5 - Strongly agree 178 17,6% 2,4%

Total 1008 100%

Answ ered 1008 97,3%

Did not answ er 28 2,7%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree294 29,2% 2,8%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_2] I prefer to take holidays off the beaten trackGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_3] I only want to go to holiday destinations where it's warm and sunnyGermany

1 - Strongly disagree 71 7,1% 1,6%

2 - Tend to disagree 150 14,8% 2,2%

4 - Tend to agree 326 32,2% 2,9%

5 - Strongly agree 194 19,2% 2,4%

Total 1012 100%

Answ ered 1012 97,7%

Did not answ er 24 2,3%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree270 26,7% 2,7%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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242

[Q2_3] I only want to go to holiday destinations where it's warm and sunnyGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_4] I like to learn about the history and culture of the destination that I'm visitingGermany

1 - Strongly disagree 13 1,3% 0,7%

2 - Tend to disagree 46 4,5% 1,3%

4 - Tend to agree 481 47,5% 3,1%

5 - Strongly agree 328 32,4% 2,9%

Total 1013 100%

Answ ered 1013 97,7%

Did not answ er 23 2,3%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree145 14,3% 2,2%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_4] I like to learn about the history and culture of the destination that I'm visitingGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_5] I like spending time outdoors in natureGermany

1 - Strongly disagree 13 1,3% 0,7%

2 - Tend to disagree 37 3,7% 1,2%

4 - Tend to agree 447 44,0% 3,1%

5 - Strongly agree 412 40,6% 3,0%

Total 1015 100%

Answ ered 1015 98,0%

Did not answ er 21 2,0%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree106 10,4% 1,9%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 246: Travel destination iceland 2015

246

[Q2_5] I like spending time outdoors in natureGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_6] I like to travel during the months of September through to AprilGermany

1 - Strongly disagree 63 6,3% 1,5%

2 - Tend to disagree 171 17,0% 2,3%

4 - Tend to agree 286 28,6% 2,8%

5 - Strongly agree 160 16,0% 2,3%

Total 1001 100%

Answ ered 1001 96,6%

Did not answ er 35 3,4%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree321 32,1% 2,9%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_6] I like to travel during the months of September through to AprilGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_7] I actively seek new travel experiencesGermany

1 - Strongly disagree 51 5,0% 1,3%

2 - Tend to disagree 136 13,4% 2,1%

4 - Tend to agree 338 33,4% 2,9%

5 - Strongly agree 151 14,9% 2,2%

Total 1010 100%

Answ ered 1010 97,5%

Did not answ er 26 2,5%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree335 33,2% 2,9%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_7] I actively seek new travel experiencesGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_8] I use the internet and social media on a regular basis to get information about what's happening in the world

Germany

1 - Strongly disagree 84 8,3% 1,7%

2 - Tend to disagree 100 9,9% 1,8%

4 - Tend to agree 395 39,1% 3,0%

5 - Strongly agree 259 25,6% 2,7%

Total 1012 100%

Answ ered 1012 97,7%

Did not answ er 24 2,3%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree174 17,2% 2,3%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_8] I use the internet and social media on a regular basis to get information about what's happening in the world

Germany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q2_9] I use social media on a regular basis to share my experiences with other peopleGermany

1 - Strongly disagree 305 30,1% 2,8%

2 - Tend to disagree 220 21,7% 2,5%

4 - Tend to agree 192 19,0% 2,4%

5 - Strongly agree 67 6,6% 1,5%

Total 1011 100%

Answ ered 1011 97,6%

Did not answ er 25 2,4%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree228 22,6% 2,6%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q2_9] I use social media on a regular basis to share my experiences with other peopleGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q3] Thinking about the past 2 years (i.e. since March 2013), how many times in total have you travelled abroad

Germany

None 294 28,8% 2,8%

Once 179 17,5% 2,3%

Tw ice 217 21,2% 2,5%

Three times 113 11,1% 1,9%

Four times 107 10,5% 1,9%

Fiv e times 42 4,1% 1,2%

Six times or more 69 6,8% 1,5%

Total 1021 100%

Answ ered 1021 98,6%

Did not answ er 15 1,4%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Co

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Answers Co

un

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.%

RESPONSE DISTRIBUTION

*Asked: All respondents

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[Q3] Thinking about the past 2 years (i.e. since March 2013), how many times in total have you travelled abroad

Germany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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Destination positiveness & Travel intention | ComparisonGermany

HOW POSITIVE OR NEGATIVE ARE YOU TOWARDS EACH OF THE FOLLOWING TRAVEL DESTINATIONS

WHEN, IF EVER, DO YOU INTEND TO VISIT THE FOLLOWING COUNTRIES

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[Q4_1] How positive or negative are you towards CANADA as travel destinationGermany

1 - Very negativ e 9 0,9% 0,6%

2 - Somew hat negativ e 25 2,7% 1,0%

4 - Somew hat positiv e 333 35,0% 3,0%

5 - Very positiv e 404 42,5% 3,1%

Total 950 100%

Answ ered 950 91,7%

Did not answ er 86 8,3%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

nf.

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+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e179 18,8% 2,5%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 259: Travel destination iceland 2015

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[Q4_1] How positive or negative are you towards CANADA as travel destinationGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q4_2] How positive or negative are you towards FINLAND as travel destinationGermany

1 - Very negativ e 9 0,9% 0,6%

2 - Somew hat negativ e 28 3,0% 1,1%

4 - Somew hat positiv e 359 37,9% 3,1%

5 - Very positiv e 271 28,6% 2,9%

Total 947 100%

Answ ered 947 91,4%

Did not answ er 89 8,6%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e280 29,5% 2,9%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 261: Travel destination iceland 2015

261

[Q4_2] How positive or negative are you towards FINLAND as travel destinationGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q4_3] How positive or negative are you towards ICELAND as travel destinationGermany

1 - Very negativ e 7 0,8% 0,6%

2 - Somew hat negativ e 33 3,5% 1,2%

4 - Somew hat positiv e 296 31,5% 3,0%

5 - Very positiv e 318 33,9% 3,0%

Total 939 100%

Answ ered 939 90,7%

Did not answ er 97 9,3%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e286 30,4% 2,9%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 263: Travel destination iceland 2015

263

[Q4_3] How positive or negative are you towards ICELAND as travel destinationGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q4_4] How positive or negative are you towards NEW ZEALAND as travel destinationGermany

1 - Very negativ e 6 0,7% 0,5%

2 - Somew hat negativ e 16 1,7% 0,8%

4 - Somew hat positiv e 284 30,3% 2,9%

5 - Very positiv e 427 45,6% 3,2%

Total 938 100%

Answ ered 938 90,5%

Did not answ er 98 9,5%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e204 21,7% 2,6%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 265: Travel destination iceland 2015

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[Q4_4] How positive or negative are you towards NEW ZEALAND as travel destinationGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q4_5] How positive or negative are you towards NORWAY as travel destinationGermany

1 - Very negativ e 6 0,6% 0,5%

2 - Somew hat negativ e 31 3,2% 1,1%

4 - Somew hat positiv e 345 36,1% 3,0%

5 - Very positiv e 360 37,7% 3,1%

Total 956 100%

Answ ered 956 92,3%

Did not answ er 80 7,7%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e214 22,4% 2,6%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

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[Q4_5] How positive or negative are you towards NORWAY as travel destinationGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q5_1] When, if ever, do you intend to visit CANADAGermany

Within the nex t 6 months 8 1,0% 0,7%

Within the nex t y ear 28 3,5% 1,3%

Within the nex t tw o y ears 48 5,9% 1,6%

Within the nex t three 102 12,7% 2,3%

Total 805 100%

Answ ered 805 77,7%

Did not answ er 231 22,3%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

3,2%32,4%261I intend to v isit but in

more than 3 y ears time

358 44,5% 3,4%I do not intend to v isit this

country

Co

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RESPONSE DISTRIBUTION

*Asked: All respondents

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[Q5_1] When, if ever, do you intend to visit CANADAGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q5_2] When, if ever, do you intend to visit FINLANDGermany

Within the nex t 6 months 10 1,2% 0,8%

Within the nex t y ear 25 3,1% 1,2%

Within the nex t tw o y ears 58 7,2% 1,8%

Within the nex t three 94 11,7% 2,2%

Total 804 100%

Answ ered 804 77,7%

Did not answ er 232 22,3%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

3,1%28,9%233I intend to v isit but in

more than 3 y ears time

385 47,9% 3,5%I do not intend to v isit this

country

Co

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Answers Co

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.%

RESPONSE DISTRIBUTION

*Asked: All respondents

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[Q5_2] When, if ever, do you intend to visit FINLANDGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q5_3] When, if ever, do you intend to visit ICELANDGermany

Within the nex t 6 months 8 1,0% 0,7%

Within the nex t y ear 30 3,8% 1,3%

Within the nex t tw o y ears 51 6,3% 1,7%

Within the nex t three 94 11,6% 2,2%

Total 806 100%

Answ ered 806 77,8%

Did not answ er 230 22,2%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

3,0%25,4%205I intend to v isit but in

more than 3 y ears time

418 51,9% 3,4%I do not intend to v isit this

country

Co

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.%

RESPONSE DISTRIBUTION

*Asked: All respondents

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[Q5_3] When, if ever, do you intend to visit ICELANDGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q5_4] When, if ever, do you intend to visit NEW ZEALANDGermany

Within the nex t 6 months 8 0,9% 0,7%

Within the nex t y ear 16 2,0% 1,0%

Within the nex t tw o y ears 44 5,5% 1,6%

Within the nex t three 89 11,2% 2,2%

Total 800 100%

Answ ered 800 77,2%

Did not answ er 236 22,8%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

3,2%30,5%244I intend to v isit but in

more than 3 y ears time

399 49,8% 3,5%I do not intend to v isit this

country

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[Q5_4] When, if ever, do you intend to visit NEW ZEALANDGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q5_5] When, if ever, do you intend to visit NORWAYGermany

Within the nex t 6 months 19 2,3% 1,0%

Within the nex t y ear 45 5,4% 1,5%

Within the nex t tw o y ears 82 10,0% 2,0%

Within the nex t three 126 15,3% 2,5%

Total 823 100%

Answ ered 823 79,5%

Did not answ er 213 20,5%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

3,1%28,5%235I intend to v isit but in

more than 3 y ears time

317 38,6% 3,3%I do not intend to v isit this

country

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[Q5_5] When, if ever, do you intend to visit NORWAYGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q6_1] When you think about the country Iceland what comes into your mind?First mention | Germany

Nature 691 68,3% 2,9%

Volcano 135 13,3% 2,1%

Geography 64 6,4% 1,5%

Culture 22 2,2% 0,9%

Personal opinion 12 1,2% 0,7%

Economy 3 0,3% 0,3%

Other 11 1,1% 0,6%

Nothing 74 7,3% 1,6%

Total 1012 100%

Answ ered 1012 97,7%

Did not answ er 24 2,3%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

(Up to three mentions)

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[Q6_1] When you think about the country Iceland what comes into your mind?First mention | Germany

CATEGORIZED RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

(Up to three mentions)

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[Q6_A] When you think about the country Iceland what comes into your mind?All mentions | Germany

Nature 877 86,6% 2,1%

Volcano 246 24,3% 2,6%

Geography 172 17,0% 2,3%

Culture 105 10,4% 1,9%

Personal opinion 83 8,2% 1,7%

Economy 26 2,6% 1,0%

Other 56 5,6% 1,4%

Nothing 92 9,0% 1,8%

Total 1013

Answ ered 1013 97,8%

Did not answ er 23 2,2%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

(Up to three mentions)

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[Q6_A] When you think about the country Iceland what comes into your mind?All mentions | Germany

CATEGORIZED RESPONSE DISTRIBUTION | CROSS SPLITS (Up to three mentions)

*Asked: All respondents

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[Q7_1] I can experience natural wondersGermany

Iceland 680 77,7% 2,8%

New Zealand 585 66,9% 3,1%

Canada 561 64,1% 3,2%

Norw ay 551 62,9% 3,2%

Finland 455 52,0% 3,3%

None of the countries 27 3,0% 1,1%

Total 875

Answ ered 875 84,5%

Did not answ er 161 15,5%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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[Q7_1] I can experience natural wondersGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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284

[Q7_2] I can see extraordinary landscapesGermany

New Zealand 692 78,3% 2,7%

Canada 683 77,3% 2,8%

Iceland 675 76,4% 2,8%

Norw ay 642 72,7% 2,9%

Finland 549 62,1% 3,2%

None of the countries 28 3,1% 1,1%

Total 884

Answ ered 884 85,3%

Did not answ er 152 14,7%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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[Q7_2] I can see extraordinary landscapesGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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286

[Q7_3] I can enjoy a pure environmentGermany

Iceland 552 72,2% 3,2%

Norw ay 529 69,1% 3,3%

New Zealand 516 67,5% 3,3%

Finland 488 63,8% 3,4%

Canada 487 63,7% 3,4%

None of the countries 32 4,1% 1,4%

Total 765

Answ ered 765 73,8%

Did not answ er 271 26,2%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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[Q7_3] I can enjoy a pure environmentGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 288: Travel destination iceland 2015

288

[Q7_4] I can enjoy extensive wilderness and stillnessGermany

Canada 668 77,9% 2,8%

Norw ay 562 65,7% 3,2%

New Zealand 562 65,6% 3,2%

Iceland 543 63,4% 3,2%

Finland 530 61,8% 3,3%

None of the countries 27 3,1% 1,2%

Total 857

Answ ered 857 82,7%

Did not answ er 179 17,3%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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289

[Q7_4] I can enjoy extensive wilderness and stillnessGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 290: Travel destination iceland 2015

290

[Q7_5] I can choose from a variety of exciting activitiesGermany

Canada 496 72,8% 3,3%

New Zealand 456 66,8% 3,5%

Norw ay 395 58,0% 3,7%

Iceland 355 52,1% 3,8%

Finland 333 48,8% 3,8%

None of the countries 39 5,7% 1,7%

Total 682

Answ ered 682 65,8%

Did not answ er 354 34,2%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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291

[Q7_5] I can choose from a variety of exciting activitiesGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 292: Travel destination iceland 2015

292

[Q7_6] I can expect the locals to be warm and welcomingGermany

New Zealand 431 64,1% 3,6%

Norw ay 430 63,8% 3,6%

Iceland 428 63,6% 3,6%

Canada 408 60,5% 3,7%

Finland 383 56,8% 3,7%

None of the countries 40 6,0% 1,8%

Total 673

Answ ered 673 65,0%

Did not answ er 363 35,0%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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[Q7_6] I can expect the locals to be warm and welcomingGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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[Q7_7] It has an interesting history and cultureGermany

New Zealand 480 61,8% 3,4%

Canada 435 56,1% 3,5%

Norw ay 428 55,1% 3,5%

Iceland 427 55,1% 3,5%

Finland 359 46,3% 3,5%

None of the countries 61 7,9% 1,9%

Total 775

Answ ered 775 74,8%

Did not answ er 261 25,2%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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295

[Q7_7] It has an interesting history and cultureGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 296: Travel destination iceland 2015

296

[Q7_8] It offers exciting restaurantsGermany

Canada 223 52,1% 4,7%

New Zealand 184 43,0% 4,7%

Norw ay 166 38,8% 4,6%

Iceland 144 33,7% 4,5%

Finland 140 32,6% 4,4%

None of the countries 90 21,0% 3,9%

Total 428

Answ ered 428 41,3%

Did not answ er 608 58,7%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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297

[Q7_8] It offers exciting restaurantsGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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298

[Q7_9] It is a good destination for a city break experienceGermany

Norw ay 306 42,6% 3,6%

Canada 280 39,1% 3,6%

Finland 218 30,4% 3,4%

New Zealand 120 16,7% 2,7%

Iceland 106 14,8% 2,6%

None of the countries 205 28,5% 3,3%

Total 718

Answ ered 718 69,3%

Did not answ er 318 30,7%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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299

[Q7_9] It is a good destination for a city break experienceGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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300

[Q7_10] It is expensive to travel toGermany

New Zealand 609 75,5% 3,0%

Canada 568 70,4% 3,1%

Iceland 328 40,6% 3,4%

Norw ay 268 33,3% 3,3%

Finland 235 29,1% 3,1%

None of the countries 63 7,8% 1,9%

Total 807

Answ ered 807 77,9%

Did not answ er 229 22,1%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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301

[Q7_10] It is expensive to travel toGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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302

[Q7_11] It is expensive to stay as a tourist at this destinationGermany

Norw ay 403 57,2% 3,7%

New Zealand 349 49,5% 3,7%

Canada 341 48,3% 3,7%

Finland 304 43,1% 3,7%

Iceland 283 40,1% 3,6%

None of the countries 82 11,6% 2,4%

Total 705

Answ ered 705 68,1%

Did not answ er 331 31,9%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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303

[Q7_11] It is expensive to stay as a tourist at this destinationGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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304

[Q7_12] It is too far away for me to travel toGermany

New Zealand 406 48,2% 3,4%

Canada 321 38,2% 3,3%

Iceland 112 13,3% 2,3%

Finland 79 9,4% 2,0%

Norw ay 70 8,3% 1,9%

None of the countries 335 39,9% 3,3%

Total 842

Answ ered 842 81,2%

Did not answ er 194 18,8%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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[Q7_12] It is too far away for me to travel toGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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[Q7_13] It offers good value for moneyGermany

Canada 113 22,8% 3,7%

Finland 104 21,0% 3,6%

Iceland 102 20,5% 3,5%

Norw ay 96 19,4% 3,5%

New Zealand 83 16,6% 3,3%

None of the countries 229 45,9% 4,4%

Total 498

Answ ered 498 48,1%

Did not answ er 538 51,9%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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[Q7_13] It offers good value for moneyGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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308

[Q7_14] The climate is too cold for me to visitGermany

Iceland 243 29,9% 3,1%

Finland 213 26,3% 3,0%

Norw ay 201 24,8% 3,0%

Canada 119 14,6% 2,4%

New Zealand 75 9,2% 2,0%

None of the countries 411 50,6% 3,4%

Total 812

Answ ered 812 78,4%

Did not answ er 224 21,6%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

Page 309: Travel destination iceland 2015

309

[Q7_14] The climate is too cold for me to visitGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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[Q7_15] It is a safe destinationGermany

Norw ay 590 76,8% 3,0%

Canada 557 72,5% 3,2%

Finland 554 72,1% 3,2%

Iceland 540 70,2% 3,2%

New Zealand 539 70,1% 3,2%

None of the countries 52 6,7% 1,8%

Total 768

Answ ered 768 74,2%

Did not answ er 268 25,8%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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[Q7_15] It is a safe destinationGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 312: Travel destination iceland 2015

312

[Q7_16] It has modern infrastructure (such as transportation, accommodation, communications)Germany

Canada 500 74,0% 3,3%

Norw ay 465 68,9% 3,5%

Finland 417 61,8% 3,7%

New Zealand 389 57,6% 3,7%

Iceland 300 44,4% 3,7%

None of the countries 42 6,2% 1,8%

Total 675

Answ ered 675 65,2%

Did not answ er 361 34,8%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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[Q7_16] It has modern infrastructure (such as transportation, accommodation, communications)Germany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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314

[Q8] In general, how positive or negative are you towards Icelandic products, services and brandsGermany

1 - Very negativ e 7 0,8% 0,6%

2 - Somew hat negativ e 8 1,0% 0,7%

4 - Somew hat positiv e 205 25,2% 3,0%

5 - Very positiv e 135 16,5% 2,5%

Total 816 100%

Answ ered 816 78,8%

Did not answ er 220 21,2%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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negativ e461 56,5% 3,4%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 315: Travel destination iceland 2015

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[Q8] In general, how positive or negative are you towards Icelandic products, services and brandsGermany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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[Q9_1] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

First mention | Germany

Fish 69 26,4% 5,4%

Food 44 16,9% 4,6%

Wool products 28 10,8% 3,8%

Horses 26 9,9% 3,6%

Nature 21 7,9% 3,3%

Clothing 9 3,4% 2,2%

Beer/Alcohol 7 2,9% 2,0%

Björk 7 2,5% 1,9%

Craft 3 1,3% 1,4%

Banks 1 0,5% 0,8%

Answ ered 261 25,2%

Did not answ er 775 74,8%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Top 10 Answers Co

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*Asked: All respondents

(Up to five mentions)

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317

[Q9_1] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

First mention | Germany

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS (Up to five mentions)

*Asked: All respondents

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[Q9_A] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

All mentions | Germany

Fish 93 35,1% 5,7%

Food 56 21,0% 4,9%

Wool products 50 18,8% 4,7%

Horses 33 12,3% 3,9%

Nature 31 11,7% 3,9%

Clothing 13 4,9% 2,6%

Beer/Alcohol 12 4,5% 2,5%

Craft 9 3,6% 2,2%

Björk 9 3,2% 2,1%

Candy 3 1,1% 1,3%

Answ ered 266 25,6%

Did not answ er 770 74,4%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

Top 10 Answers Co

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*Asked: All respondents

(Up to five mentions)

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319

[Q9_A] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

All mentions | Germany

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS (Up to five mentions)

*Asked: All respondents

Page 320: Travel destination iceland 2015

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Germany

Telev ision 170 17,9% 2,4%

Internet 88 9,3% 1,8%

Magazines 79 8,3% 1,8%

New spapers 41 4,3% 1,3%

Radio 26 2,7% 1,0%

Posters 25 2,6% 1,0%

Other 11 1,2% 0,7%

No 681 71,5% 2,9%

Total 952

Answ ered 952 91,9%

Did not answ er 84 8,1%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

[Q10] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

(Multiple answers)

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Germany

RESPONSE DISTRIBUTION | CROSS SPLITS

[Q10] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

*Asked: All respondents

(Multiple answers)

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Germany

Facebook 30 38,5% 10,9%

YouTube 28 36,7% 10,8%

Google+ 20 26,1% 9,8%

Other w ebsite/ w ebsites 13 17,1% 8,4%

Online new s site/sites 13 17,0% 8,4%

Forum/forums 9 11,2% 7,1%

Flickr 8 9,8% 6,7%

Instagram 7 9,6% 6,6%

Blog/blogs 4 4,7% 4,7%

Vimeo 3 4,1% 4,5%

Pinterest 2 3,0% 3,8%

Tw itter 2 2,6% 3,6%

Vine 2 2,2% 3,3%

LinkedIn 1 1,3% 2,6%

Snapchat 1 0,9% 2,1%

Tumblr 1 0,8% 2,0%

Other 3 4,0% 4,4%

Total 77

Answ ered 77 86,9%

Did not answ er 12 13,1%

Count 88 100,0%

Asked* 88 8,5%

Not asked 948 91,5%

Number of participants 1036 100,0%

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*Asked: Those who answered “Internet” in question Q10

[Q11] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

(Multiple answers)

Page 323: Travel destination iceland 2015

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Germany

RESPONSE DISTRIBUTION | CROSS SPLITS

[Q11] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

*Asked: Those who answered “Internet” in question Q10

(Multiple answers)

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[Q12] Would you consider travelling to Iceland during the months of September through to April?Germany

No, definitely not 212 23,6% 2,8%

No, probably not 276 30,7% 3,0%

Yes, probably 291 32,5% 3,1%

Yes, definitely 118 13,2% 2,2%

Total 898 100%

Answ ered 898 86,7%

Did not answ er 138 13,3%

Count 1036 100,0%

Asked* 1036 100,0%

Not asked 0 0,0%

Number of participants 1036 100,0%

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*Asked: All respondents

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325

[Q12] Would you consider travelling to Iceland during the months of September through to April?Germany

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

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Detailed Results | United Kingdom

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USA 245 12,8% 1,5%

Spain 225 11,8% 1,4%

France 177 9,3% 1,3%

Italy 177 9,3% 1,3%

Australia 141 7,4% 1,2%

Greece 78 4,1% 0,9%

New Zealand 64 3,4% 0,8%

Canada 60 3,1% 0,8%

India 53 2,8% 0,7%

Thailand 40 2,1% 0,6%

Comparison countries

New Zealand 64 3,4% 0,8%

Canada 60 3,1% 0,8%

Norw ay 25 1,3% 0,5%

Iceland 16 0,8% 0,4%

Finland 1 0,1% 0,1%

Answ ered 1911 91,4%

Did not answ er 180 8,6%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Co

nf.

lim

+/-

Top 10 Answers Co

un

t

Pct

.%

CATEGORIZED RESPONSE DISTRIBUTION

Top 10 mentions Comparason countries

*Asked: All respondents** Excluding your own country

[Q1_A] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

First mention | United Kingdom

(Up to three mentions)

Page 328: Travel destination iceland 2015

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CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS

*Asked: All respondents** Excluding your own country

[Q1_A] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

First mention | United Kingdom

(Up to three mentions)

Page 329: Travel destination iceland 2015

329

USA 605 29,5% 2,0%

Spain 559 27,2% 1,9%

France 545 26,6% 1,9%

Italy 524 25,5% 1,9%

Australia 416 20,3% 1,7%

Canada 244 11,9% 1,4%

Greece 210 10,2% 1,3%

New Zealand 193 9,4% 1,3%

India 168 8,2% 1,2%

Germany 152 7,4% 1,1%

Comparison countries

Canada 244 11,9% 1,4%

New Zealand 193 9,4% 1,3%

Norw ay 74 3,6% 0,8%

Iceland 56 2,7% 0,7%

Finland 8 0,4% 0,3%

Answ ered 2052 98,1%

Did not answ er 39 1,9%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Top 10 Answers Co

un

t

Pct

.%

Co

nf.

lim

+/-

*Asked: All respondents** Excluding your own country

[Q1_A] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

All mentions | United Kingdom

CATEGORIZED RESPONSE DISTRIBUTION

Top 10 mentions Comparason countries

(Up to three mentions)

Page 330: Travel destination iceland 2015

330

[Q1_A] Which countries come to mind when you think about travel destinations to experience both nature and culture?**

All mentions | United Kingdom

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS| CROSS SPLITS

*Asked: All respondents** Excluding your own country

(Up to three mentions)

Page 331: Travel destination iceland 2015

331

Travel Behavior statements | ComparisonUnited Kingdom

RESPONSE DISTRIBUTION

Page 332: Travel destination iceland 2015

332

[Q2_1] I like to travel independentlyUnited Kingdom

1 - Strongly disagree 264 13,2% 1,5%

2 - Tend to disagree 408 20,3% 1,8%

4 - Tend to agree 534 26,6% 1,9%

5 - Strongly agree 237 11,8% 1,4%

Total 2007 100%

Answ ered 2007 96,0%

Did not answ er 84 4,0%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree563 28,0% 2,0%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 333: Travel destination iceland 2015

333

[Q2_1] I like to travel independentlyUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 334: Travel destination iceland 2015

334

[Q2_2] I prefer to take holidays off the beaten trackUnited Kingdom

1 - Strongly disagree 211 10,6% 1,3%

2 - Tend to disagree 439 22,0% 1,8%

4 - Tend to agree 465 23,3% 1,9%

5 - Strongly agree 142 7,1% 1,1%

Total 1998 100%

Answ ered 1998 95,6%

Did not answ er 93 4,4%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree741 37,1% 2,1%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 335: Travel destination iceland 2015

335

[Q2_2] I prefer to take holidays off the beaten trackUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 336: Travel destination iceland 2015

336

[Q2_3] I only want to go to holiday destinations where it's warm and sunnyUnited Kingdom

1 - Strongly disagree 227 11,1% 1,4%

2 - Tend to disagree 511 25,0% 1,9%

4 - Tend to agree 549 26,9% 1,9%

5 - Strongly agree 251 12,3% 1,4%

Total 2044 100%

Answ ered 2044 97,7%

Did not answ er 47 2,3%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree505 24,7% 1,9%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 337: Travel destination iceland 2015

337

[Q2_3] I only want to go to holiday destinations where it's warm and sunnyUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 338: Travel destination iceland 2015

338

[Q2_4] I like to learn about the history and culture of the destination that I'm visitingUnited Kingdom

1 - Strongly disagree 36 1,8% 0,6%

2 - Tend to disagree 92 4,5% 0,9%

4 - Tend to agree 1001 49,2% 2,2%

5 - Strongly agree 564 27,7% 1,9%

Total 2035 100%

Answ ered 2035 97,3%

Did not answ er 56 2,7%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree342 16,8% 1,6%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 339: Travel destination iceland 2015

339

[Q2_4] I like to learn about the history and culture of the destination that I'm visitingUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 340: Travel destination iceland 2015

340

[Q2_5] I like spending time outdoors in natureUnited Kingdom

1 - Strongly disagree 49 2,4% 0,7%

2 - Tend to disagree 126 6,1% 1,0%

4 - Tend to agree 977 47,7% 2,2%

5 - Strongly agree 413 20,1% 1,7%

Total 2051 100%

Answ ered 2051 98,1%

Did not answ er 40 1,9%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree485 23,7% 1,8%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 341: Travel destination iceland 2015

341

[Q2_5] I like spending time outdoors in natureUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 342: Travel destination iceland 2015

342

[Q2_6] I like to travel during the months of September through to AprilUnited Kingdom

1 - Strongly disagree 106 5,4% 1,0%

2 - Tend to disagree 342 17,2% 1,7%

4 - Tend to agree 566 28,5% 2,0%

5 - Strongly agree 164 8,3% 1,2%

Total 1986 100%

Answ ered 1986 95,0%

Did not answ er 105 5,0%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree807 40,6% 2,2%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 343: Travel destination iceland 2015

343

[Q2_6] I like to travel during the months of September through to AprilUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 344: Travel destination iceland 2015

344

[Q2_7] I actively seek new travel experiencesUnited Kingdom

1 - Strongly disagree 163 8,1% 1,2%

2 - Tend to disagree 333 16,4% 1,6%

4 - Tend to agree 625 30,9% 2,0%

5 - Strongly agree 232 11,5% 1,4%

Total 2024 100%

Answ ered 2024 96,8%

Did not answ er 67 3,2%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree671 33,2% 2,1%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 345: Travel destination iceland 2015

345

[Q2_7] I actively seek new travel experiencesUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 346: Travel destination iceland 2015

346

[Q2_8] I use the internet and social media on a regular basis to get information about what's happening in the world

United Kingdom

1 - Strongly disagree 165 8,1% 1,2%

2 - Tend to disagree 183 9,0% 1,2%

4 - Tend to agree 868 42,6% 2,1%

5 - Strongly agree 445 21,8% 1,8%

Total 2041 100%

Answ ered 2041 97,6%

Did not answ er 50 2,4%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree379 18,6% 1,7%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 347: Travel destination iceland 2015

347

[Q2_8] I use the internet and social media on a regular basis to get information about what's happening in the world

United Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 348: Travel destination iceland 2015

348

[Q2_9] I use social media on a regular basis to share my experiences with other peopleUnited Kingdom

1 - Strongly disagree 642 31,5% 2,0%

2 - Tend to disagree 391 19,1% 1,7%

4 - Tend to agree 438 21,5% 1,8%

5 - Strongly agree 147 7,2% 1,1%

Total 2041 100%

Answ ered 2041 97,6%

Did not answ er 50 2,4%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither disagree nor

agree423 20,7% 1,8%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 349: Travel destination iceland 2015

349

[Q2_9] I use social media on a regular basis to share my experiences with other peopleUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 350: Travel destination iceland 2015

350

[Q3] Thinking about the past 2 years (i.e. since March 2013), how many times in total have you travelled abroad

United Kingdom

None 756 36,8% 2,1%

Once 294 14,3% 1,5%

Tw ice 370 18,0% 1,7%

Three times 197 9,6% 1,3%

Four times 161 7,8% 1,2%

Fiv e times 95 4,6% 0,9%

Six times or more 183 8,9% 1,2%

Total 2057 100%

Answ ered 2057 98,4%

Did not answ er 34 1,6%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Co

nf.

lim

+/-

Answers Co

un

t

Pct

.%

RESPONSE DISTRIBUTION

*Asked: All respondents

Page 351: Travel destination iceland 2015

351

[Q3] Thinking about the past 2 years (i.e. since March 2013), how many times in total have you travelled abroad

United Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 352: Travel destination iceland 2015

352

Destination positiveness & Travel intention | ComparisonUnited Kingdom

HOW POSITIVE OR NEGATIVE ARE YOU TOWARDS EACH OF THE FOLLOWING TRAVEL DESTINATIONS

WHEN, IF EVER, DO YOU INTEND TO VISIT THE FOLLOWING COUNTRIES

Page 353: Travel destination iceland 2015

353

[Q4_1] How positive or negative are you towards CANADA as travel destinationUnited Kingdom

1 - Very negativ e 14 0,7% 0,4%

2 - Somew hat negativ e 45 2,3% 0,7%

4 - Somew hat positiv e 776 38,8% 2,1%

5 - Very positiv e 811 40,5% 2,2%

Total 2001 100%

Answ ered 2001 95,7%

Did not answ er 90 4,3%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e356 17,8% 1,7%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 354: Travel destination iceland 2015

354

[Q4_1] How positive or negative are you towards CANADA as travel destinationUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 355: Travel destination iceland 2015

355

[Q4_2] How positive or negative are you towards FINLAND as travel destinationUnited Kingdom

1 - Very negativ e 45 2,3% 0,7%

2 - Somew hat negativ e 114 5,9% 1,0%

4 - Somew hat positiv e 636 32,8% 2,1%

5 - Very positiv e 337 17,4% 1,7%

Total 1937 100%

Answ ered 1937 92,6%

Did not answ er 154 7,4%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e805 41,6% 2,2%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 356: Travel destination iceland 2015

356

[Q4_2] How positive or negative are you towards FINLAND as travel destinationUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 357: Travel destination iceland 2015

357

[Q4_3] How positive or negative are you towards ICELAND as travel destinationUnited Kingdom

1 - Very negativ e 54 2,7% 0,7%

2 - Somew hat negativ e 151 7,7% 1,2%

4 - Somew hat positiv e 663 33,9% 2,1%

5 - Very positiv e 475 24,3% 1,9%

Total 1955 100%

Answ ered 1955 93,5%

Did not answ er 136 6,5%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e612 31,3% 2,1%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 358: Travel destination iceland 2015

358

[Q4_3] How positive or negative are you towards ICELAND as travel destinationUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 359: Travel destination iceland 2015

359

[Q4_4] How positive or negative are you towards NEW ZEALAND as travel destinationUnited Kingdom

1 - Very negativ e 21 1,1% 0,5%

2 - Somew hat negativ e 66 3,3% 0,8%

4 - Somew hat positiv e 727 36,5% 2,1%

5 - Very positiv e 840 42,2% 2,2%

Total 1990 100%

Answ ered 1990 95,2%

Did not answ er 101 4,8%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e336 16,9% 1,6%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 360: Travel destination iceland 2015

360

[Q4_4] How positive or negative are you towards NEW ZEALAND as travel destinationUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 361: Travel destination iceland 2015

361

[Q4_5] How positive or negative are you towards NORWAY as travel destinationUnited Kingdom

1 - Very negativ e 34 1,7% 0,6%

2 - Somew hat negativ e 102 5,2% 1,0%

4 - Somew hat positiv e 695 35,4% 2,1%

5 - Very positiv e 485 24,7% 1,9%

Total 1965 100%

Answ ered 1965 94,0%

Did not answ er 126 6,0%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Pct

.%

Co

nf.

lim

+/-

Answers Co

un

t

3 - Neither positiv e nor

negativ e649 33,0% 2,1%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 362: Travel destination iceland 2015

362

[Q4_5] How positive or negative are you towards NORWAY as travel destinationUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 363: Travel destination iceland 2015

363

[Q5_1] When, if ever, do you intend to visit CANADAUnited Kingdom

Within the nex t 6 months 33 2,2% 0,7%

Within the nex t y ear 43 2,9% 0,8%

Within the nex t tw o y ears 114 7,5% 1,3%

Within the nex t three 164 10,8% 1,6%

Total 1515 100%

Answ ered 1515 72,5%

Did not answ er 576 27,5%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

2,4%37,4%567I intend to v isit but in

more than 3 y ears time

594 39,2% 2,5%I do not intend to v isit this

country

Co

nf.

lim

+/-

Answers Co

un

t

Pct

.%

RESPONSE DISTRIBUTION

*Asked: All respondents

Page 364: Travel destination iceland 2015

364

[Q5_1] When, if ever, do you intend to visit CANADAUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 365: Travel destination iceland 2015

365

[Q5_2] When, if ever, do you intend to visit FINLANDUnited Kingdom

Within the nex t 6 months 14 1,0% 0,5%

Within the nex t y ear 31 2,1% 0,7%

Within the nex t tw o y ears 57 3,9% 1,0%

Within the nex t three 90 6,2% 1,2%

Total 1450 100%

Answ ered 1450 69,3%

Did not answ er 641 30,7%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

2,1%20,2%293I intend to v isit but in

more than 3 y ears time

965 66,6% 2,4%I do not intend to v isit this

country

Co

nf.

lim

+/-

Answers Co

un

t

Pct

.%

RESPONSE DISTRIBUTION

*Asked: All respondents

Page 366: Travel destination iceland 2015

366

[Q5_2] When, if ever, do you intend to visit FINLANDUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 367: Travel destination iceland 2015

367

[Q5_3] When, if ever, do you intend to visit ICELANDUnited Kingdom

Within the nex t 6 months 14 1,0% 0,5%

Within the nex t y ear 39 2,6% 0,8%

Within the nex t tw o y ears 97 6,5% 1,3%

Within the nex t three 182 12,3% 1,7%

Total 1475 100%

Answ ered 1475 70,6%

Did not answ er 616 29,4%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

2,1%23,1%340I intend to v isit but in

more than 3 y ears time

803 54,4% 2,5%I do not intend to v isit this

country

Co

nf.

lim

+/-

Answers Co

un

t

Pct

.%

RESPONSE DISTRIBUTION

*Asked: All respondents

Page 368: Travel destination iceland 2015

368

[Q5_3] When, if ever, do you intend to visit ICELANDUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 369: Travel destination iceland 2015

369

[Q5_4] When, if ever, do you intend to visit NEW ZEALANDUnited Kingdom

Within the nex t 6 months 5 0,4% 0,3%

Within the nex t y ear 18 1,2% 0,5%

Within the nex t tw o y ears 77 5,2% 1,1%

Within the nex t three 140 9,4% 1,5%

Total 1494 100%

Answ ered 1494 71,5%

Did not answ er 597 28,5%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

2,5%37,5%560I intend to v isit but in

more than 3 y ears time

694 46,4% 2,5%I do not intend to v isit this

country

Co

nf.

lim

+/-

Answers Co

un

t

Pct

.%

RESPONSE DISTRIBUTION

*Asked: All respondents

Page 370: Travel destination iceland 2015

370

[Q5_4] When, if ever, do you intend to visit NEW ZEALANDUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 371: Travel destination iceland 2015

371

[Q5_5] When, if ever, do you intend to visit NORWAYUnited Kingdom

Within the nex t 6 months 27 1,8% 0,7%

Within the nex t y ear 43 2,9% 0,9%

Within the nex t tw o y ears 84 5,8% 1,2%

Within the nex t three 159 10,9% 1,6%

Total 1463 100%

Answ ered 1463 70,0%

Did not answ er 628 30,0%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

2,2%24,7%361I intend to v isit but in

more than 3 y ears time

789 53,9% 2,6%I do not intend to v isit this

country

Co

nf.

lim

+/-

Answers Co

un

t

Pct

.%

RESPONSE DISTRIBUTION

*Asked: All respondents

Page 372: Travel destination iceland 2015

372

[Q5_5] When, if ever, do you intend to visit NORWAYUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 373: Travel destination iceland 2015

373

[Q6_1] When you think about the country Iceland what comes into your mind? - First mentionUnited Kingdom

Nature 1477 71,0% 2,0%

Volcano 295 14,2% 1,5%

Culture 93 4,5% 0,9%

Economy 57 2,7% 0,7%

Geography 43 2,1% 0,6%

Personal opinion 23 1,1% 0,4%

Other 47 2,3% 0,6%

Nothing 45 2,2% 0,6%

Total 2080 100%

Answ ered 2080 99,5%

Did not answ er 11 0,5%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Answers Co

un

t

Pct

.%

Co

nf.

lim

+/-

CATEGORIZED RESPONSE DISTRIBUTION

*Asked: All respondents

(Up to three mentions)

Page 374: Travel destination iceland 2015

374

[Q6_1] When you think about the country Iceland what comes into your mind? - First mentionUnited Kingdom

CATEGORIZED RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

(Up to three mentions)

Page 375: Travel destination iceland 2015

375

[Q6_A] When you think about the country Iceland what comes into your mind? - All mentionsUnited Kingdom

Nature 1934 92,9% 1,1%

Volcano 608 29,2% 2,0%

Culture 429 20,6% 1,7%

Economy 277 13,3% 1,5%

Geography 183 8,8% 1,2%

Personal opinion 149 7,2% 1,1%

Other 208 10,0% 1,3%

Nothing 81 3,9% 0,8%

Total 2082

Answ ered 2082 99,6%

Did not answ er 9 0,4%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Answers Co

un

t

Pct

.%

Co

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lim

+/-

CATEGORIZED RESPONSE DISTRIBUTION

*Asked: All respondents

(Up to three mentions)

Page 376: Travel destination iceland 2015

376

[Q6_A] When you think about the country Iceland what comes into your mind? - All mentionsUnited Kingdom

CATEGORIZED RESPONSE DISTRIBUTION | CROSS SPLITS (Up to three mentions)

*Asked: All respondents

Page 377: Travel destination iceland 2015

377

[Q7_1] I can experience natural wondersUnited Kingdom

Iceland 1371 79,6% 1,9%

New Zealand 1344 78,0% 2,0%

Canada 1327 77,0% 2,0%

Norw ay 1171 68,0% 2,2%

Finland 974 56,6% 2,3%

None of the countries 52 3,0% 0,8%

Total 1723

Answ ered 1723 82,4%

Did not answ er 368 17,6%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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[Q7_1] I can experience natural wondersUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

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379

[Q7_2] I can see extraordinary landscapesUnited Kingdom

New Zealand 1429 81,2% 1,8%

Canada 1405 79,8% 1,9%

Iceland 1362 77,4% 2,0%

Norw ay 1243 70,6% 2,1%

Finland 1024 58,2% 2,3%

None of the countries 58 3,3% 0,8%

Total 1761

Answ ered 1761 84,2%

Did not answ er 330 15,8%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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380

[Q7_2] I can see extraordinary landscapesUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 381: Travel destination iceland 2015

381

[Q7_3] I can enjoy a pure environmentUnited Kingdom

Iceland 1108 73,8% 2,2%

New Zealand 1075 71,5% 2,3%

Norw ay 1009 67,1% 2,4%

Canada 1004 66,8% 2,4%

Finland 916 61,0% 2,5%

None of the countries 63 4,2% 1,0%

Total 1502

Answ ered 1502 71,8%

Did not answ er 589 28,2%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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382

[Q7_3] I can enjoy a pure environmentUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 383: Travel destination iceland 2015

383

[Q7_4] I can enjoy extensive wilderness and stillnessUnited Kingdom

Canada 1328 80,4% 1,9%

New Zealand 1222 74,0% 2,1%

Iceland 1057 64,0% 2,3%

Norw ay 971 58,8% 2,4%

Finland 890 53,9% 2,4%

None of the countries 49 3,0% 0,8%

Total 1652

Answ ered 1652 79,0%

Did not answ er 439 21,0%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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*Asked: All respondents

Page 384: Travel destination iceland 2015

384

[Q7_4] I can enjoy extensive wilderness and stillnessUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 385: Travel destination iceland 2015

385

[Q7_5] I can choose from a variety of exciting activitiesUnited Kingdom

New Zealand 1036 78,6% 2,2%

Canada 1024 77,7% 2,2%

Iceland 734 55,7% 2,7%

Norw ay 687 52,1% 2,7%

Finland 589 44,7% 2,7%

None of the countries 66 5,0% 1,2%

Total 1318

Answ ered 1318 63,0%

Did not answ er 773 37,0%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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386

[Q7_5] I can choose from a variety of exciting activitiesUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 387: Travel destination iceland 2015

387

[Q7_6] I can expect the locals to be warm and welcomingUnited Kingdom

New Zealand 1046 77,6% 2,2%

Canada 1012 75,1% 2,3%

Norw ay 763 56,6% 2,6%

Iceland 731 54,2% 2,7%

Finland 670 49,7% 2,7%

None of the countries 50 3,7% 1,0%

Total 1348

Answ ered 1348 64,5%

Did not answ er 743 35,5%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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Page 388: Travel destination iceland 2015

388

[Q7_6] I can expect the locals to be warm and welcomingUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 389: Travel destination iceland 2015

389

[Q7_7] It has an interesting history and cultureUnited Kingdom

New Zealand 1050 68,3% 2,3%

Norw ay 993 64,6% 2,4%

Canada 944 61,4% 2,4%

Iceland 940 61,2% 2,4%

Finland 829 53,9% 2,5%

None of the countries 87 5,7% 1,2%

Total 1537

Answ ered 1537 73,5%

Did not answ er 554 26,5%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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*Asked: All respondents

Page 390: Travel destination iceland 2015

390

[Q7_7] It has an interesting history and cultureUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 391: Travel destination iceland 2015

391

[Q7_8] It offers exciting restaurantsUnited Kingdom

Canada 451 60,0% 3,5%

New Zealand 373 49,6% 3,6%

Norw ay 315 42,0% 3,5%

Iceland 293 39,1% 3,5%

Finland 271 36,1% 3,4%

None of the countries 123 16,4% 2,6%

Total 751

Answ ered 751 35,9%

Did not answ er 1340 64,1%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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*Asked: All respondents

Page 392: Travel destination iceland 2015

392

[Q7_8] It offers exciting restaurantsUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 393: Travel destination iceland 2015

393

[Q7_9] It is a good destination for a city break experienceUnited Kingdom

Norw ay 627 46,2% 2,7%

Iceland 465 34,3% 2,5%

Finland 449 33,1% 2,5%

Canada 334 24,6% 2,3%

New Zealand 175 12,9% 1,8%

None of the countries 361 26,6% 2,4%

Total 1356

Answ ered 1356 64,9%

Did not answ er 735 35,1%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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*Asked: All respondents

Page 394: Travel destination iceland 2015

394

[Q7_9] It is a good destination for a city break experienceUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 395: Travel destination iceland 2015

395

[Q7_10] It is expensive to travel toUnited Kingdom

New Zealand 1232 79,6% 2,0%

Canada 977 63,1% 2,4%

Iceland 557 36,0% 2,4%

Norw ay 458 29,6% 2,3%

Finland 408 26,3% 2,2%

None of the countries 89 5,7% 1,2%

Total 1549

Answ ered 1549 74,1%

Did not answ er 542 25,9%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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Page 396: Travel destination iceland 2015

396

[Q7_10] It is expensive to travel toUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 397: Travel destination iceland 2015

397

[Q7_11] It is expensive to stay as a tourist at this destinationUnited Kingdom

Norw ay 810 60,5% 2,6%

Iceland 786 58,7% 2,6%

Finland 623 46,6% 2,7%

New Zealand 459 34,3% 2,5%

Canada 436 32,6% 2,5%

None of the countries 106 7,9% 1,4%

Total 1339

Answ ered 1339 64,0%

Did not answ er 752 36,0%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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*Asked: All respondents

Page 398: Travel destination iceland 2015

398

[Q7_11] It is expensive to stay as a tourist at this destinationUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 399: Travel destination iceland 2015

399

[Q7_12] It is too far away for me to travel toUnited Kingdom

New Zealand 860 50,7% 2,4%

Canada 427 25,2% 2,1%

Iceland 120 7,1% 1,2%

Finland 107 6,3% 1,2%

Norw ay 93 5,5% 1,1%

None of the countries 736 43,4% 2,4%

Total 1694

Answ ered 1694 81,0%

Did not answ er 397 19,0%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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400

[Q7_12] It is too far away for me to travel toUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 401: Travel destination iceland 2015

401

[Q7_13] It offers good value for moneyUnited Kingdom

Canada 376 44,3% 3,3%

New Zealand 260 30,6% 3,1%

Iceland 166 19,6% 2,7%

Norw ay 143 16,9% 2,5%

Finland 143 16,9% 2,5%

None of the countries 278 32,7% 3,2%

Total 850

Answ ered 850 40,6%

Did not answ er 1241 59,4%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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*Asked: All respondents

Page 402: Travel destination iceland 2015

402

[Q7_13] It offers good value for moneyUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 403: Travel destination iceland 2015

403

[Q7_14] The climate is too cold for me to visitUnited Kingdom

Iceland 507 31,1% 2,2%

Finland 303 18,6% 1,9%

Norw ay 280 17,1% 1,8%

Canada 110 6,7% 1,2%

New Zealand 40 2,5% 0,8%

None of the countries 1015 62,2% 2,4%

Total 1631

Answ ered 1631 78,0%

Did not answ er 460 22,0%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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Page 404: Travel destination iceland 2015

404

[Q7_14] The climate is too cold for me to visitUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 405: Travel destination iceland 2015

405

[Q7_15] It is a safe destinationUnited Kingdom

Canada 1229 82,1% 1,9%

New Zealand 1228 82,0% 1,9%

Norw ay 1134 75,7% 2,2%

Iceland 1110 74,1% 2,2%

Finland 1088 72,7% 2,3%

None of the countries 55 3,7% 0,9%

Total 1498

Answ ered 1498 71,6%

Did not answ er 593 28,4%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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406

[Q7_15] It is a safe destinationUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

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407

[Q7_16] It has modern infrastructure (such as transportation, accommodation, communications)United Kingdom

Canada 1231 85,2% 1,8%

New Zealand 1022 70,7% 2,3%

Norw ay 974 67,3% 2,4%

Finland 840 58,1% 2,5%

Iceland 735 50,9% 2,6%

None of the countries 66 4,6% 1,1%

Total 1446

Answ ered 1446 69,1%

Did not answ er 645 30,9%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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Page 408: Travel destination iceland 2015

408

[Q7_16] It has modern infrastructure (such as transportation, accommodation, communications)United Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents

Page 409: Travel destination iceland 2015

409

[Q8] In general, how positive or negative are you towards Icelandic products, services and brandsUnited Kingdom

1 - Very negativ e 26 1,5% 0,6%

2 - Somew hat negativ e 61 3,6% 0,9%

4 - Somew hat positiv e 481 28,0% 2,1%

5 - Very positiv e 208 12,1% 1,5%

Total 1719 100%

Answ ered 1719 82,2%

Did not answ er 372 17,8%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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3 - Neither positiv e nor

negativ e943 54,9% 2,4%

RESPONSE DISTRIBUTION

AVERAGE

*Asked: All respondents

Page 410: Travel destination iceland 2015

410

[Q8] In general, how positive or negative are you towards Icelandic products, services and brandsUnited Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 411: Travel destination iceland 2015

411

[Q9_1] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

First mention | United Kingdom

Fish 261 46,8% 4,1%

Banks 51 9,1% 2,4%

Björk 45 8,0% 2,2%

Food 44 7,8% 2,2%

Airline 26 4,7% 1,8%

Wool products 22 3,9% 1,6%

Beer/Alcohol 18 3,2% 1,5%

Nature 13 2,4% 1,3%

Clothing 4 0,7% 0,7%

Other animals 4 0,6% 0,7%

Answ ered 558 26,7%

Did not answ er 1533 73,3%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

Top 10 Answers Co

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*Asked: All respondents

(Up to five mentions)

Page 412: Travel destination iceland 2015

412

[Q9_1] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

First mention | United Kingdom

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS (Up to five mentions)

*Asked: All respondents

Page 413: Travel destination iceland 2015

413

[Q9_A] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

All mentions | United Kingdom

Fish 307 54,6% 4,1%

Banks 78 13,8% 2,9%

Food 69 12,3% 2,7%

Björk 63 11,2% 2,6%

Wool products 39 6,9% 2,1%

Nature 31 5,6% 1,9%

Airline 29 5,2% 1,8%

Beer/Alcohol 28 5,0% 1,8%

Clothing 16 2,8% 1,4%

Craft 8 1,5% 1,0%

Answ ered 561 26,8%

Did not answ er 1530 73,2%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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*Asked: All respondents

(Up to five mentions)

Page 414: Travel destination iceland 2015

414

[Q9_A] Can you think of any products, services or brands which originate from the country Iceland or you associate with Iceland?

All mentions | United Kingdom

CATEGORIZED RESPONSE DISTRIBUTION | TOP 10 MENTIONS | CROSS SPLITS (Up to five mentions)

*Asked: All respondents

Page 415: Travel destination iceland 2015

415

United Kingdom

Internet 202 10,2% 1,3%

Telev ision 143 7,3% 1,1%

New spapers 132 6,7% 1,1%

Magazines 120 6,1% 1,1%

Posters 31 1,6% 0,5%

Radio 25 1,2% 0,5%

Other 72 3,6% 0,8%

No 1518 77,0% 1,9%

Total 1972

Answ ered 1972 94,3%

Did not answ er 119 5,7%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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[Q10] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

(Multiple answers)

Page 416: Travel destination iceland 2015

416

United Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

[Q10] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

*Asked: All respondents

(Multiple answers)

Page 417: Travel destination iceland 2015

417

United Kingdom

Facebook 96 53,4% 7,3%

Online new s site/sites 44 24,6% 6,3%

YouTube 34 18,8% 5,7%

Other w ebsite/ w ebsites 33 18,3% 5,7%

Tw itter 29 16,3% 5,4%

Forum/forums 25 13,7% 5,0%

Instagram 21 12,0% 4,8%

Blog/blogs 14 7,9% 4,0%

Google+ 12 6,8% 3,7%

Flickr 11 5,9% 3,5%

Snapchat 7 3,9% 2,8%

Pinterest 6 3,1% 2,6%

Tumblr 4 2,3% 2,2%

Vimeo 3 1,9% 2,0%

LinkedIn 1 0,5% 1,0%

Vine 0 0,0% 0,0%

Other 15 8,5% 4,1%

Total 179

Answ ered 179 88,7%

Did not answ er 23 11,3%

Count 202 100,0%

Asked* 202 9,7%

Not asked 1889 90,3%

Number of participants 2091 100,0%

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[Q11] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

*Asked: Those who answered “Internet” in question Q10

(Multiple answers)

Page 418: Travel destination iceland 2015

418

United Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

[Q11] Have you seen or heard anything about Iceland as a travel destination through advertising or media coverage during the last six months?

*Asked: Those who answered “Internet” in question Q10

(Multiple answers)

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419

[Q12] Would you consider travelling to Iceland during the months of September through to April?United Kingdom

No, definitely not 402 23,9% 2,0%

No, probably not 416 24,7% 2,1%

Yes, probably 648 38,6% 2,3%

Yes, definitely 215 12,8% 1,6%

Total 1682 100%

Answ ered 1682 80,4%

Did not answ er 409 19,6%

Count 2091 100,0%

Asked* 2091 100,0%

Not asked 0 0,0%

Number of participants 2091 100,0%

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420

[Q12] Would you consider travelling to Iceland during the months of September through to April?United Kingdom

RESPONSE DISTRIBUTION | CROSS SPLITS

*Asked: All respondents** Statistically significant difference between groups (p<0,05)

Page 421: Travel destination iceland 2015

Thank you!

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Markaðs og miðlarannnsóknir ehf.Ármúla 32108 Reykjaví[email protected]