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©2016Ipsos
1
CityofGuelphVisitorSurveyandTourismEconomicImpactEstimatesFINALREPORTNOVEMBER,2016
©2016Ipsos. Allrightsreserved.ContainsIpsos'ConfidentialandProprietaryinformationandmaynotbedisclosedorreproducedwithoutthepriorwrittenconsentofIpsos.
©2016Ipsos
2
ResearchBackground• OneoftherecommendationsfromDestinationNEXTunderthegoalStewardtheGuelphStoryistomeasureandcommunicatetheeconomicimpactoftourism.Toaccomplishthisinitiative,RTO4engagedIpsosandPRISMEconomicsandAnalysistoestablishbaselineeconomicimpactdataandkeyperformanceindicators(KPIs)thatdemonstratethecontributionoftourismtotheCityofGuelphandprovidetrackablemeasuresthatwillallowongoingmonitoringofperformanceofthecity’stourismindustry.
• Thefirststepintheworkwastoconsultwithrelevantstakeholderstoidentifytheusefulnessandavailabilityofsecondarydatathatcanbeusedaswellastosolicitinputontherelevance,usefulnessandfeasibilityofprimarydatatobecollectedamongtourists/visitorstotheCityofGuelphviaavisitorssurvey.
• Atotalofeightstakeholderswereinterviewedandprovidedinputtheavailabilityofsecondarydataaswellasinputondesignofthevisitorsurvey.
Name Position/Title Organization
CathyDowner CouncillorWard5 CityofGuelph
EllaPauls Manager CulturalAffairsandTourism,CityofGuelph
IanPanabaker CorporateManager DowntownRenewal
KevinSchmidt GeneralManager
DeltaGuelphHotel&ConferenceCentre
KithioMwanzia President&CEO GuelphChamberof
Commerce
MarieZimmerman
ExecutiveDirector Hillside+Fab5Festivals
MartyWilliams
ExecutiveDirector
DowntownGuelphBusinessAssociation
StaceyDunganSupervisor TourismandFarmers'Market,CityofGuelph
©2016Ipsos
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• Thesecondstepintheprocesswastodesignandexecuteavisitorsurveyinordertogatherdataonkeyindicatorssuchasreasonforvisit,primaryactivitiesundertaken,andestimatedspendingduringvisit.Forthepurposesoftheresearch,thescopeofthevisitorsurveywaslimitedtodomestic,in-provincevisitors,whichcompriseover80%ofvisitorstoRTO4.
• Thesurveywasconductedwithasampleofn=551Ontarioresidents18yearsofageandolderwhohavevisitedtheCityofGuelphforabusiness,pleasureorpersonaltripwithinthepast12months.Forthepurposesofthesurveyavisitorwasdefinedthosewhoresideatleast40kmsoutsideofGuelph.ThisreflectsOntariogovernment’sstandarddefinitionof‘tourist’.Theoutgoingsamplewasbalancedbyage,genderandregiontoreflectarepresentativesampleofOntarioresidents(excludingthoseresidingwithin40kmsofGuelph)accordingtomostrecentCensusdata.
• Thissurveywasanaverageof8minutesinlength.ItwasconductedonlineandsamplewasdrawnfromIpsos’Canadianonlinepanel.ThesurveywasfieldedbetweenJune9th and15th,2016.
• Throughoutthereporttotalsmaynotaddto100%duetoroundingorbecausethequestionisamulti-selectquestion,whererespondentswerepermittedtochoosemorethanoneresponse.
VisitorSurveyMethodology
©2016Ipsos
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• Basedonsurveyresults,15%ofOntariansvisitedGuelphinthepast12months.Thereisalargeamountofcross-overwithinthefivemaindestinationsinRTO4.Two-thirds(67%)ofvisitorstoGuelphalsovisitedatleastoneofStratford,St.Jacobs,Elora/FergusandBayfieldinthepast12months.
• Thelargestproportionofvisitors(49%)indicatethattheirmostrecenttripwasbetweenJanuaryandApril2016,whiletwointenlastvisitedbetweenSeptemberandDecember2015andthesamepercentagelastvisitedbetweenJuneandAugust2015.
• Thevastmajority(86%)ofvisitsareforpersonalreasons(14%forbusiness).Visitingfriendsorrelatives,andvisitstoDowntownGuelpharethemostfrequentreasonsforthetrip.
• Buteventhosewhocometovisitfriendsorrelativesorcomeforbusinessengageittourismactivitiessuchas:visitingdowntownGuelph,festivalsorevents,sportingevents,historicalorculturalmuseumsoroutdooractivities.Aboutsixintenofbothgroupsengageintheseactivitiesduringtheirvisit.
• Threeintenvisitorsstayedovernight.Amongthese,theystayedanaverageof3.6nights,andmoststayedinaprivatehome,whileathirdstayedinahotelormotel.
• One-quarterofvisitorsvisitedGuelphontheirown,whilealmosthalfvisitedwithoneotherperson.Onaverage,visitorstoGuelphspent$308(includingthosewhospentnothing).
KeySurveyFindings
©2016Ipsos
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CityofGuelphVisitorProfile
18-34
35-54
55+
MEANAGE47.9
31%
27%
42%
GTA50%SouthwesternOntario37%
East7%Central5%
North2%
45%couplenokids
26%solo
30%familieswithkids
<$25K8%
HouseholdIncome
$25K-$50K17%
$50K-$75K23%
$75K-$100K21%
$100K-$150K21%
$150K+10%
©2016Ipsos
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VisitorEstimatesNumberofVisitors• ProportionofvisitorstoGuelphfromeachOntarioregionisdeterminedusingprovidedpostalcodes
throughthesurvey.ThenumberofvisitorsarethenestimatedbyapplyingtheshareofvisitorsfromeachregioninOntariototheregionsadultpopulation.
Visitor Share of Total Population
Estimated Number of Visitors
Total Ontario 15% 1,611,448 Central 7% 57,897 East 8% 106,579 GTA 16% 788,619 North 8% 54,674 South West 21% 603,679
©2016Ipsos
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Northern;54,700Visitors(8%ofPop.)
Eastern;106,600Visitors(8%ofPop.)
GTA;788,600Visitors(16%ofPop.)
SouthWest603,700Visitors(21%ofPop.)
Central57,900Visitors(7%ofPop.)
VisitorstoGuelph• Anestimatedover2millionvisitorstraveltoGuelphfromdifferentpartsofOntarioin2015.
– HalfwerefromtheGTA– 1in5residentsinSouthWestOntario
NORTHERN ONTARIOMuskoka,Nipissing,ParrySound,Manitoulin,Sudbury,GreaterSudbury,Timiskaming,
Cochrane,Algoma,ThunderBay,RainyRiver,andKenora
EASTERNONTARIOStormont,DundasandGlengarry,PrescottandRussell,Ottawa,LeedsandGrenville, Lanark,Frontenac, LennoxandAddington, Renfrew,Hastings,PrinceEdward,Northumberland,
Peterborough,KawarthaLakes, andHaliburton
CENTRALONTARIOHamilton,Niagara,Dufferin,andSimcoe
GTA416/905CityofToronto
Durham,York,Peel,andHalton
SOUTHWEST ONTARIOWellington,Haldimand-Norfolk,Brant,Waterloo,
Perth,Oxford,Elgin,Chatham-Kent, Essex,Lambton,Middlesex,Huron,Bruce,andGrey
©2016Ipsos
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Q14.OnyourmostrecenttriptoGuelphdidyouarriveby...?Base:AllRespondents(n=551)
PrimarymethodoftraveltoGuelph• The vastmajorityofvisitorstoGuelph(nineinten)travelledtotheCitybycar.Fewtravelledby
train,rentalcarorplane.
Car92%Train 2%RentalCar 2%Plane 1%Other 3%
©2016Ipsos
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Q15.Wasyourmostrecenttripasame-daytripordidyoustayovernight?Base:AllRespondents(n=551)Q16.Intotal,howmanynightsdidyoustayinGuelph?Base:StayedOvernightInGuelph(n=170)Q17.Inwhattypeofaccommodationdidyoustay?Base:StayedOvernightInGuelph(n=170)
Visitorsstayingovernight• ThreeintenvisitorstoGuelphstayed overnightontheirmostrecenttrip.Amongthese,theystayed,
onaverage,3.6nightsandhalfstayedinaprivatehome,butathirdstayedinahotelormotel.
Same-dayorOvernight?
NumberofNightsinCity
54%
35%
4%
3%
3%
1%
5%
Privatehome
Hotelormotel
Bedandbreakfast
Universitydorm/campusfacility
Camping/campground
Airbnb
Other
69%
31%
Same-day
Overnight
35%
32%
14%5%5%
9%
1
2
3
4
5
6ormore
Mean3.6
TypeofAccommodation
©2016Ipsos
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Q15.Wasyourmostrecenttripasame-daytripordidyoustayovernight?Q17.Inwhattypeofaccommodationdidyoustay?
Visitorsstayingovernight• OnethirdofalltravellerstoGuelphstayovernight.• ThisshareishighestamongFriendsandFamilyvisitors(VFR)(39%),followedbyLeisurevisitors
(34%).
• Onlyonequarter(24%)ofBusinesstravellerstoGuelphstayovernight.o 72%ofovernightBusinessvisitorsstayinhotelsormotels;theremainingeitherstaywithfriends
orrelatives(17%),oratuniversitydorm/campusfacility(11%)
ShareofOvernightVisitorsbyCategory TypeofAccommodationbyVisitorsType
19%
24%
34%
39%
OtherPersonal
Business
Leisure
VFR
72%
67%
15%
41%
10%
3%
3%
7%
11%
3%
2%
17%
13%
80%
34%
10%
1%
3%
3%
17%
Business
Forholiday,leisureorrecreation
Tovisitfriendsorrelatives
OtherPersonal
Hotelormotel BedandbreakfastAirbnb Universitydorm/campusfacilityPrivatehome(withfriendsorrelatives) Camping/campgroundOther
©2016Ipsos
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Q7.WasyourmostrecenttriptoGuelphprimarilyforbusinessorpersonalreasons?Base:AllRespondents(n=551)
PurposeofmostrecenttriptoGuelph• PersonaltripstoGuelphoutnumber businesstrips6to1.• Visitingfriendsandrelativesisthemostcommonreasontovisit,followedbyholiday,leisureor
recreation,business,otherpersonalreasons,toshowandgotoaconference,conventionortradeshow.
Business,14%Forholiday,leisureorrecreation,
16%
Tovisitfriendsorrelatives,44%Toshop,8%
Togotoaconference,conventionortradeshow,3%
Forsomeother
personalreason,…
PrimaryReasonfortripPurposeofTrip
Personal86%
Business14%
Q8.Whatwastheprimaryreasonforthetrip?Base:AllRespondents(n=551)
©2016Ipsos
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5%7%
49%
1%
38%
VisitorsOriginbyTypeofVisitors• Half ofOntariovisitorstoGuelpharefromtheGTA.
Tovisitfriendsorrelatives OtherPersonalreasonsForholiday,leisure,recreation
PersonalVisitorsBusinessVisitors
7%8%
53%1%
32%
Central
East
GTA
North
SouthWest
2%
6%
59%1%
32%
6%10%
49%2%
34%
5%
2%
44%
1%
48%
PersonalVisitorsOriginbyTypesofVisitors
Businessvs.
PersonalVisitors
©2016Ipsos
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FourDistinctGuelphVisitorCategories
FamilyandFriendsVisitors
Visitingfriendsorrelativeswholivein
Guelph,manyofwhicharestudents
BusinessVisitors
VisitGuelphforbusinessrelated
activitysuchasregularsalesorservice,
attendingtradeshow,conventionsetc.
LeisureandRecreationVisitors
VisitGuelph’sattractions,outdoor
activitiesattendfestivalsandsportingevents,etc.
OtherPersonalVisitors
VisitGuelphfordowntownGuelph
shopping,dining,siteseeing,orattendingconferencesandother
functions.
©2016Ipsos
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EstimatesofSpending
• Estimatesofaverageperpersonspendingarederivedfromthesurveyofn=551Ontarioresidents.ThesurveyaskedrespondentsaboutspendingduringtheirstayinGuelphoneachofthefollowingcategories:
– accommodation– recreationandentertainment– transportation– foodandbeverage– Shopping
• Uniquespendingprofilesweredevelopedfordifferentvisitortypes.Averageperpersonspendingestimateswereappliedtoestimatednumberofvisitorsineachcategory.
©2016Ipsos
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VisitorCategoryProfiles
FamilyandFriendsVisitors• 700,000visitors• $114=AverageSpend/Visit
BusinessVisitors• 220,000visitors• $271=AverageSpend/Visit
LeisureandRecreationVisitors• 255,000visitors• $182=AverageSpend/Visit
OtherPersonalVisitors• 430,000visitors• $140=AverageSpend/Visit
57%
61%
45%
41%
18-3432%
35-5433%
55+35%
18-3435%
35-5436%
55+29%
18-3431%
35-5424%
55+45%
18-3426%
35-5425%
55+49%
AgeGender
AgeGender
AgeGender
AgeGender
©2016Ipsos
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TotalSpendingbyCategory
Source:PrismEconomics
• VisitorstoGuelphcollectivelyspendover$247.5millionayearonlocalaccommodation,entertainment,restaurantsandbarsandothertourismrelatedexpenditures.o Closeto60%oftravellers’budgetisspentonfoodandbeverageandretail(shopping)combinedo Transportationandaccommodationexpensestogetherconsumeonethird(34%)ofthebudget
o Theremainingisexpensedonrecreationandentertainment
Recreation,$20,8%
Accommodation,$40,16%
Transportation,$45,18%
Shopping,$71,29%
FoodandBeverage,$72,29%
0
20
40
60
80
100
120
140
160
Spen
ding($
Millions)
TotalVisitors'Spending($Millions)
©2016Ipsos
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VisitorSpendingProfiles
OtherPersonalVisitors
FamilyandFriends
LeisureandRecreation
Business
Spent$60millionin2015Recreation,$3
Accommodation,$8Transportation,$12
FoodandBeverage,$15
Shopping,$22
0
10
20
30
40
Spen
ding($
Millions)
Recreation,$8 Accommodation,$8
Transportation,$15
Shopping,$21
FoodandBeverage,$28
0
10
20
30
40
Spen
ding($
Millions)
Recreation,$3
Transportation,$9Accommodation,$14
FoodandBeverage,$17 Shopping,$17
0
10
20
30
40
Spen
ding($
Millions)
Recreation,$6Transportation,$9 Accommodation,$9 Shopping,$10
FoodandBeverage,$12
0
10
20
30
40
Spen
ding
($Millions)
Spent$81millionin2015
Spent$60millionin2015
Spent$46millionin2015
©2016Ipsos
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EconomicImpactSummaryIn2015…
• Anestimatedover1.6milliontouriststraveledtoGuelph.• TravellerstoGuelphcollectivelyspentover$247.5millionontourism
relatedexpenditure(localaccommodation,restaurantsandbars,transportation,entertainment,etc.)
Tourists’spending:q Stimulatescloseto$147millionineconomicoutputinGuelph
q Supportstheequivalent2,320fulltimelocaljobs
q Generates$390,000additionalmunicipaltaxrevenues
q Generates$96.8millioninwagesandearnings
q Contributes$72.3millionintotalgovernmentrevenue
©2016Ipsos
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EconomicContributionsbyVisitorsCategory
FamilyandFriendsVisitors
700,000VisitorsSpending$81M
GDP$47MJobs770
Income$31MTax$121,000
BusinessVisitors
220,000VisitorsSpending$60MGDP$35.4MJobs550
Income$23.4MTax$94,000
LeisureandRecreation
255,000VisitorsSpending$46MGDP$29.6MJobs460
Income$19.5MTax$79,000
OtherPersonalVisitors
430,000VisitorsSpending$60MGDP$35.2MJobs530
Income$23MTax$95,000
*ReportedtaxesareestimatesMunicipalTaxes
©2016Ipsos
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KeyPerformanceIndicators• ThefollowingvariablesareidentifiedasindicatorsoftourismactivityinGuelph:
q AttendanceinFestivalsq AttendanceinSportEventsq MuseumAttendanceq ConferenceAttendanceq HotelsOccupancyRateq Other
• ChangeinthesemeasuresovertimecanbeusedasanindicatorofchangeinthenumberofvisitorstoGuelphandconsequentlytheleveloftourismactivityanditseconomicimpact
• Changeinaspecificvariablecouldindicatechangeinoneormoretypeofvisitors.Foreexample,anincreaseinhotelsoccupancyrateismoreanindicatorofpotentialincreaseinthenumberofbusinessvisitorsthanVFRvisitors.Theseindicatorsare,therefore,weighteddifferentlyfordifferenttypeofvisitors(mainlybasedonthesurveyresults)tohelpestimatedthenumberofeachtypeofvisitorstoGuelph.
©2016Ipsos
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TranslatingKeyPerformanceIndicatorstoVisitorsTourismActivityDrivers/Indicators VisitorCategories
EventsandFestivals LeisureandRecreationFamilyandFriendsOtherPleasureBusiness
MuseumsAttendance FamilyandFriendsLeisureandRecreationOtherPleasureBusiness
ConferenceAttendance BusinessOtherPleasure
HotelsOccupancyRate BusinessLeisureandRecreationOtherPleasure
GuelphEnrolment FamilyandFriendsLeisureandRecreation
GuelphPopulation LeisureandRecreationFamilyandFriendsOtherPleasureBusiness
©2016Ipsos
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Togatherdataontrackedmeasures(listedinthenextpage),severaleventandfestivalorganizersaswellasotherlocalestablishmentswerecontactedtoobtaindataandinformationfor2015and2016.Missinginformation:
• Whileattendanceinmostmajorfestivalsandsporteventsin2015wasobtained,thereareseveralitemsthatarenotyetavailableoronlypartiallyavailablefor2016
• Thehoteloccupancyratedoesnotincludetherateindowntownhotels• Nomeasureonretailsalesindowntownrestaurantsandbarswere
available
Themissinginformationcanbeobtainedandthelistexpandedovertimetotrackotherindicatorsoftourismactivitysuchas:
• countofcarsparkedoutsidethemallsorinselectedparkingspacesacrossthecityinselectedspecificdayseveryyear
• CountofdowntownpassengersinspecificdaysperyearusingthedowntownWi-Fisystem
• Non-locals’spendingonretails(shopping,restaurants/bars)oncethemastercardprogramisinplace(expecteddate:January2017)
DataSourcesandTrackedMeasures
©2016Ipsos
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DataSourcesandTrackedMeasures2015 2016
HotelsOccupancyRate(excludingdowntownhotels) P missingRetailSales(RestaurantsandBars) missing missingTrackedFestivalsHillsideFestivalSummer(July22-24) P PWinter(January29-31) P missingJazzFestival missing PDanceFestival P PRibfest P PFilmFestival P missingLocalFoodFestival P PKazoo!Festival P P
TrackedSportEventsUniversityofGuelphAttendanceinEventswithParents&Spectators P PSleeman CentreAttendanceinSportEvents P Partial
StormHockeySpecialOlympics- opening&closingceremonies
JrBHockeyCheerleading
UoG HomecomingRemembranceDay
AlumniGameMonsterTrucks
GOGHLMuseums P Partial
Guelph CivicMuseums
McCraeHouseTrackedConferences
UniversityofGuelphAttendanceinConferences P Partial
©2016Ipsos
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KeyPerformanceIndicatorsIn2015…
q Numberofvisitors:1.6Millionq TotalSpending:$247.5Mq AttendanceinFestivals:50,300q AttendanceinSportEvents:230,000qMuseumAttendance:29,500q ConferenceAttendance:27,300q HotelsOccupancyRate:58%
§ NextStep:2016KPIsarecurrentlyonlypartiallyavailable.Oncetheyareavailableinwhole,changeintourismactivitysincelastyearcanbemeasuredand2016tourismeconomicimpactestimated.
©2016Ipsos
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q #Visitorsand$AverageSpend1. LeisureandRecreation2. FamilyandFriends3. OtherPleasure4. Business
q TrackedActivity• AttendanceinFestivals• AttendanceinSportEvents• MuseumAttendance• ConferenceAttendance• HotelsOccupancyRate
q EconomicImpacts• GDP• Jobs
©2016Ipsos
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Q19.Howmanypeople,includingyourself,wentonthistrip?Q20.Intotal,howmuchdidyouandthepeopleyouweretravellingwithspendduringentireyourentirestayinGuelphoneachofthefollowing?Base:Personaln=475,Businessn=76
AveragePerPersonSpendingbySegment
Visitors’Spending– PerPerson• Visitorsseemstoshowdifferentspendingpatternsbasedontheirprimarypurposeforthetrip
• Onaverage,visitorstoGuelphspendbetweenjustover$100tocloseto$300perperson
o Businessvisitorsspend$271onaveragewhilePersonalvisitorsspendbetween$114to$180
o Spendingover$180onaverage,visitorswhogotoGuelphforholiday,leisureorrecreationspend30%morecomparedtoothertypesofPersonalvisitorswhilethosevisitingfriendsorrelativesspendtheleast
o Spendingonretail(shopping)comprisesthelargestspendingcategoryamongbusinesstravellersandotherpersonalvisitorswhilespendingonfoodandbeveragemakesupasignificantshareofVFRandLeisurevisitors’travelbudget.
SpendingCategories BusinessForholiday,leisureorrecreation
Tovisitfriendsorrelatives
OtherPersonalVisitors
Total
Accommodation(includingovernightparkfees) $38 $36 $12 $32 $24RecreationandEntertainment(includingentrance/userfees) $12 $23 $11 $8 $12
Transportation $53 $35 $21 $22 $28AutomobileCosts(gas/parking) $34 $21 $17 $19 $21TravelServices(public/private(i.e.,bus/taxi) $12 $7 $2 $1 $4AutomobileRental $7 $7 $2 $2 $3
FoodandBeverage $67 $49 $40 $38 $45Grocery/Concession $14 $16 $10 $20 $14Restaurants/Bars $54 $32 $30 $19 $31
Shopping $99 $40 $30 $40 $44Total(MEAN) $271 $182 $114 $140 $153
©2016Ipsos
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4.Withinthepast12months,haveyouvisitedanyofthefollowinglocationsforabusinessorpleasuretrip?Base:AllRespondents(n=551)
VisitedGuelphandotherlocationsinP12M• ThemajorityofvisitorstoGuelphalsovisitedoneofthefourotherkeydestinationsinRTO4in
thepast12months(67%);onlyone-third(33%)reportvisitingonlyGuelph.Infact,35%reportvisitingGuelphandatleasttwooftheotherdestinationsinthesame12monthperiod.
100%
40%
35%
29%
13%
CityofGuelph
Stratford
St.Jacobs
Elora/Fergus
Bayfield
VisitedinP12M VisitedGuelphandOtherDestinations
33%
32%
23%
9%
3%
Guelphonly
Guelph+1
Guelph+2
Guelph+3
Guelph+4
OverallincidenceofatleastonevisittoGuelphinpopulationisxx%
©2016Ipsos
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5.Howmanytripsdidyoutakeintotaloverthepast12months?Base:HaveVisitedInP12M(n=Varies)
NumberoftripstakeninP12M• Most visitorstoGuelphtakemultipletripswithinayear. Onaverage,visitorstoGuelph have
takenabout4.4tripstoGuelphinthepast12months.Onaverage,theyhavetaken3tripstoElora/Fergus,2.6toStratford,2.4toSt.Jacobsand2.2toBayfield.
St.JacobsMean2.4
BayfieldMean2.2
StratfordMean2.6
Elora/FergusMean3.0
CityofGuelphMean4.4
39%
23%
13%
8%4%12% 1
2345Morethan5
49%
20%,
10%6%
3%12%
53%
21%
9%8%
4%5%
56%17%
10%8%
4%5%
58%21%,
4%9%
3%5%
©2016Ipsos
34
Q6.WhenwasyourmostrecenttriptoGuelph?Base:AllRespondents(n=551)Q18.Wasyourvisit...?Base:SameDayStayOrStayed5DaysOrLessn=535
TimingofmostrecenttriptoGuelph• Halfofvisitorsto Guelph mostrecentlyvisitedtheCity betweenJanuaryandApril2016,whileabout
twointeneachvisitedbetweenSeptemberandDecember2015orbetweenJuneandAugustof2015.Whenitcomestothetimeofweekofthevisit,similarproportionsofabouthalfofthosewhostayedfivedaysorlessvisitedduringtheweekoroveraweekend.
Jan- Apr201649%
Sept-Dec201521%
June-Aug201517%
Apr- May201513%
Duringtheweekonly
46%Overa
weekendonly45%
Coveringbothweekdaysandaweekend
9%
TimeoftheWeekMonthsVisited
©2016Ipsos
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Q9.Morespecifically,wastheprimaryreasonforthetrip....Base:MainreasonfortheirmostrecenttriptoGuelphwaspersonalandsomethingotherthanvisitingfriendsorrelatives(n=233)
Primaryattraction• Aside fromthosevisitingrelativesorfriends,themostcommonprimary“tourist”attractionwastovisita
downtownGuelphestablishment(primarilyfor shopping,dining,visitingtheUniversityofGuelph).Fortypercentofpersonalvisits(asidefromVRF)aretovisitdowntown(thisrepresents18%ofallvisits).
• Asmanyvisitorscomeforasportingevent(includinghockey,golf,baseball,soccer)asthosethatcomeforaspecificfestivalorevent(Hillsideanddancecompetitionsbeingmostpopular),oroutdoorrecreation.
43%
9%
9%
7%
6%
4%
4%
18%
1%
TovisitadowntownGuelphestablishment
Tovisitaspecificfestivalorevent
Forasportingevent
Foroutdoorrecreation
House/apartment/condohunting
Forahistorical,orculturalmuseumorsite
Daytrip/leisuredrive
Other
None
Shopping,dining,UniversityofGuelph
GuelphCivicMuseum
HillsideFestival,dancecompetition
Hockey,golf,baseball,soccer
Hiking,walkingtrails
Shopping(notstrictlydowntown),lookingaround,visitingUniversityetc.
©2016Ipsos
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Incidenceofengagingintourismactivitieswhilevisitingfriendsorrelativesorvisitingonbusiness
• AtleastsixintenofthosewhovisitGuelphforthesepurposesalsoengageintourismactivitieswhiletheyarevisiting(e.g.visitdowntown,afestivalorevent,sportingeventoroutdoorrecreation).
34%
66%VistedFamilyandFriendsonly
VisitedFamilyandFriends,butalsodidtourismactivities
Q11.Regardlessoftheprimaryreason,didyoualsodoanyofthefollowingaspartofyourtrip?..VisitdowntownGuelph,visitafestivalorevent,asportingevent,historicalorculturalmuseumsoroutdoorrecreation.Base:MainreasonfortheirmostrecenttriptoGuelphwastovisitfamilyorfriends(n=242)
38%
62%
Conductedbusinessactivitesonly
Alsoparticipatedintourismactivities
PersonalTrip BusinessTrip
Q11.Regardlessoftheprimaryreason,didyoualsodoanyofthefollowingaspartofyourtrip?VisitdowntownGuelph,visitafestivalorevent,asportingevent,historicalorculturalmuseumsoroutdoorrecreation.Base:MainreasonfortheirmostrecenttriptoGuelphwasbusiness(n=76)
©2016Ipsos
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Primaryvs.MultipleactivitiesinGuelph• Twointenofthosewhose primaryreasontovisitGuelphisforpersonalreasons(excludingthose
whosewhoprimaryreasonwastovisitfriendsorrelatives)engagedinmultipletourismactivities(e.g.atleastTWOofthefollowing:visitdowntown,visitafestivalorevent,sportingevent,historicalorculturalmuseumoroutdoorrecreation).
22%
78%Participatedinprimaryattractiononly
Participatedinmorethanprimaryattraction
Q11.Regardlessoftheprimaryreason,didyoualsodoanyofthefollowingaspartofyourtrip?..VisitdowntownGuelph,visit afestivalorevent,asportingeventoroutdoorrecreation.Base:MainreasonfortheirmostrecenttriptoGuelphwaspersonal,butnottovisitfamilyorfriends(n=233).
©2016Ipsos
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Q11.Regardlessoftheprimaryreason,didyoualsodoanyofthefollowingaspartofyourtrip?Base:MainreasonfortheirmostrecenttriptoGuelphwaspersonal?(n=475))
Breakdownofmultipleactivities• Inafollow-upquestion,visitorswhovisitedforpersonalreasonsotherthanvisitingfamilyorfriends,wereasked
otherthantheirprimaryreason,iftheyengagedinanyoftheotheroffivemaintourismactivitiesontheirmostrecenttrip.MostalsoreportvisitingDowntownGuelph.
Other activitiesundertakenduringvisit Total
Primary attractiontoGuelph
DowntownGuelph
Specificfestivalorevent
Sportingevent
Historicalorcultural
museumorsite
Outdoorrecreation
GotoDowntown Guelph 41% 38% 19% 60% 31%
Gotoaspecific festivalorevent 8% 11% - 10% -
Gotoasportingevent 8% 4% 5% - -
Gotoahistorical,orculturalmuseum 7% 7% 5% - -
For outdoorrecreation 9% 8% 10% 10% -
©2016Ipsos
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Q21.HowlikelyisitthatyouwouldrecommendGuelphtofamily,afriendorcolleague?Base:AllRespondents(n=551)
LikelihoodtorecommendGuelph• One-quarterofvisitorsarepromotersofGuelph(ratingof9or10onlikelihoodtorecommendtheCity
tofamily,friendsorcolleagues),whileone-thirdofvisitorsaredetractors(ratingof0to6onlikelihoodtorecommend).TheNetPromoterscoreis-8%.TheNet PromoterscoreismuchhigheramongthosewhovisitedGuelphforpersonalreasonsthanforbusinessreasons.ItisslightlyhigheramongthosewhovisitedGuelphtovisitfamilyandfriendsthanforleisurereasons.
13%13%19%21%
11%14%
4%2%1%0%2%
NetPromoterScore-8%
10- Extremelylikelytorecommend
9
8
7
65
432
1
0- Notlikelytorecommend
Promoters26%
Passives40%
Detractors34%
NetpromoterscoreiscalculatedbySubtractingthepercentageofDetractorsfromthepercentageofPromotersyieldstheNetPromoterScore,whichcanrangefromalowof-100(ifeverycustomerisaDetractor)toahighof100(ifeverycustomerisaPromoter).
Personal Business
-5 -21
Family/Friends Leisure
+3 -2
©2016Ipsos
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Q24.IfyouvisitGuelphagainwhichareyoumorelikelytodo?Base:AllRespondents(n=551)
Attendedactivitiesanddirectionofreturnvisit• RoughlyoneintenreportattendingatleastoneofthemostpopulareventsandactivitiesinGuelph(duringthepast12months).
• VisitorswereaskedtochoosebetweenthreesetsofoptionswhattheywoulddoiftheyvisitedGuelph again.Morethanhalfsaytheywillvisitpopularplacesratherthanthoseoffthebeatenpath.SixintensaytheywilleatatplacesuniquetoGuelphratherthanfamiliarchainrestaurants.SevenintenwillstayatfamiliarchainhotelsratherthanthoseuniquetoGuelph.
Popular 54%
Familiar(e.g.,chain
restaurants) 38%
Familiar(e.g.,chainhotels)68%
Offthebeatenpath46%
UniquetoGuelph
(e.g.,localeateries)62%
UniquetoGuelph
(e.g.,B&B,Airbnb)32%
LikelytodoifyouVisitGuelphAgain
19%
17%
15%
13%
12%
12%
12%
8%
8%
7%
LocalFoodFest
ArtontheStreet
GuelphRibfest
HillsideFestival(summer)
CollegeRoyal
GuelphDanceFestival
GuelphJazzFestival
HillsideInside(winter)
DoorsOpenGuelph
GuelphFilmFestival
Visitplacesthatare…
Eatatplacesthatare…
Stayatplacesthatare…
AttendedinthePast12Months
Q26.BelowisalistofsomepopulareventsandactivitiesinGuelph.Inthepast12monthshaveyouattendedanyofthefollowing?Base:AllRespondents(n=551)
©2016Ipsos
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Q22.Duringyourvisit,didyoupostanycommentsorpicturesaboutorfromyourtriponsocialmedia(e.g.,Facebook,Twitter,Instagram,Pinterest,etc.)thatidentifiedyouwereinGuelphorataneventheldinGuelph?Q23.DidyouuseanyofthefollowinginplanningyourtriptoGuelph?Q25.WhichofthefollowingdoyoumostassociatewithGuelph?Base:AllRespondents(n=551)
Aspectsofrecentvisit• TwointenvisitorstoGuelphindicatethattheypostedcommentsorpicturesaboutorfromtheirtriponsocialmediathatidentified
theywereinorataneventinGuelph.Thisfigureissignificantlyhigheramongthoseaged18to34(35%),particularlycomparedtothoseaged55andolder(6%).
• WhenaskediftheyusedalistofsourcestoplantheirtriptoGuelph,themostcommonlyusedsourceswereword-of-mouth,followedbyGoogleorCityofGuelphwebsite.Whenaskedtochoosefromalistofareas,theonetheyaremostlikelytoassociatewithGuelph,justoverhalfmostassociatetheCitywiththeUniversityofGuelph.
35%
16%
6%
18-34
35-54
55+
Postedcomments/picturesfromtriponsocialmedia
53%
15%
12%
7%
7%
5%
UniversityofGuelph
Nature/outdoors
Greatplacestoeatanddrink
Sports
Historicsites
Artsandculturalevents
%Yes 24%
18%
13%
8%
8%
5%
52%
Wordofmouth/familyandfriendrecommendations
CityofGuelphwebsite
Accommodationwebsites
VisitGuelphwebsite
Generaltravelwebsites(e.g.,Expedia,tripadvisor,etc.)
Noneoftheabove
UsedSpecificSourcesinPlanningtriptoGuelph
StrongestAssociationwithGuelph
17%
83%Yes
No
©2016Ipsos
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