Final Survey Design Report - MCA Namibia · 6 1. INTRODUCTION 1.1 Overview This is the third report of the Namibia Tourist Exit Survey 2012-13. It updates the Draft Survey Design

Namibia Tourist Exit Survey 2012-2013

MCA/COM/RFP/5A01008

Final Survey Design Report

9 June 2012

commissioned by the Millennium Challenge Account Namibia with funding from the Millennium Challenge Corporation

Final

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ACRONYMS AAG Annual Average Growth (Rate) HAN Hospitality Association of Namibia HKIA Hosea Kutako International Airport MCA-N MCA Namibia MET Ministry of Environment and Tourism MHAI Ministry of Home Affairs and Immigration NAC Namibia Airports Company NTB Namibia Tourist Board TSA Tourism Satellite Account UNWTO United Nations World Tourism Organization VFR Visiting Friends and Family WTTC World Travel and Tourism Council

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TABLE OF CONTENTS SURVEY DESIGN SUMMARY 4 1. INTRODUCTION 6 1.1 Overview 6 1.2 Scope of the Survey 6 1.3 Visitor Survey – 2002 7 1.4 Tourism in Namibia 8 2. QUESTIONNAIRE DESIGN 15 2.1 The Questionnaire 15 2.2 Key Questions Explained 15 3. SAMPLING METHODOLOGY 18 3.1 Methodology 18 3.2 Screening Questions 19 3.3 Sampling Periods 19 3.4 Sample Size 22 3.5 Special Cases 22 4. PILOT SURVEY 24 4.1 Overview of the Pilot Survey 24 4.2 Training of Enumerators, Supervisors and Field Managers 25 4.3 Pilot Survey Preparation 26 4.4 Pilot Survey Implementation 26 4.5 Pilot Survey Outcomes and Lessons Learned 29 4.6 Pilot Survey Conclusions 31 APPENDIXES APPENDIX A: SURVEY WORK PLAN 32 APPENDIX B: FINAL REPORT STRUCTURE 35 APPENDIX C: FINAL VERSION OF THE QUESTIONNAIRE 37 APPENDIX D: FLASH CARDS 49 APPENDIX E: BACKGROUND RESEARCH 57 APPENDIX F: LIST OF DATA COLLECTION TEAM MEMBERS 62 APPENDIX G: CLEARANCE LETTERS FOR INTERVIEWERS 63 APPENDIX H: BANNERS AND T-SHIRT DESIGNS 67 APPENDIX I: MONITORING FORMS (RESPONDENT SCREENING AND REFUSALS) 68 APPENDIX J: INTERVIEWER TRAINING PROGRAMME AND ASSESSMENT 70

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SURVEY DESIGN SUMMARY 1. The Tourist Survey will collect trips and visitor characteristics from tourists visiting

Namibia during 2012-2013. A tourist is defined according to the United Nations World

Tourism Organization (UNWTO) definition, which includes non-residents of Namibia

travelling to the country for at least one night, for any purpose, including leisure, visiting

friends/relatives, business, and transit.

2. The total sample size of the survey is 6,500 completed interviewer-administered

interviews. These will be undertaken during the survey period at seven border posts as

shown below.

Border Post Total

Hosea Kutako International Airport (International) 3,000

Walvis Bay Airport (International) 500

Buitepos (Botswana) 500

Wanela (Zambia) 500

Oshikango (Angola) 500

Ariamsvlei (South Africa) 500

Noordoewer (South Africa) 1,000

Total 6,500

3. The interviews will be undertaken over three periods during 2012 and early in 2013

as shown below.

Fieldwork Start Finish

Training and Pilot Survey 07/05/12 16/05/12

Fieldwork 1 (2,300 interviews) 04/06/12 22/06/12



4. The sample size of for the first stage of the survey (Fieldwork 1) is 2,075 interviews. The number of completed interviews per border post is shown below.

Border Post Completed Interviews

HK International Airport 900

Walvis Bay Airport 250

Buitepos 200

Wanela 200

Oshikango 200

Ariamsvlei 250

Noordoewer 250

Total 2,300

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5. The reporting schedule for the survey is shown below.

Report Draft Report Date

MCA-N Comments

Final Report Date

Draft Survey Design Report 30/03/12 13/04/12 20/04/12

Pilot Survey Implementation Report 18/05/12 23/05/12 -

Final Survey Design Report 25/05/12 28/05/12 01/06/12

Field Survey Report 1 06/07/12 13/07/12 20/07/12



Final Field Survey Report 25/01/13 01/02/13 08/02/13

Draft and Final Survey Reports 22/02/13 08/03/13 22/03/13

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1. INTRODUCTION 1.1 Overview This is the third report of the Namibia Tourist Exit Survey 2012-13. It updates the Draft

Survey Design Report, and provides information about the planning phase of the survey and

the results of the Pilot Survey.

In addition it includes a work plan for the entire project (see Appendix A), which covers a

period of up to 16 months, and the Final Report Structure (see Appendix B).

1.2 Scope of the Survey The Tourist Exist Survey will adhere closely to the concepts, classification and definitions of

tourism set out by the United Nations World Tourism Organization (UNWTO) to ensure that

it not only complies with internationally accepted norms, but also produces findings that are

comparable with other countries.

The key definition for this survey is the classification of a tourist, as it is the activities of a

tourist that the survey is measuring. All the activities of a tourist take place on a tourism

trip.

A tourism trip is one that takes a traveller to a main destination outside his/her usual

environment, for less than a year, for any main purpose (business, leisure or other

personal) other than to be employed by a resident entity in the place visited. A traveller

who takes a tourism trip is called a visitor.

This definition requires additional clarifications. These are:

Usual environment: this has both a time and a spatial dimension, but is broadly

considered to be all those places that a visitor travels to “regularly” or are near to

their place of residence. The UNWTO allows each country to define its own “usual

environment” for visitors, which in part depends on the mobility of travellers.

However, the most common one used internationally is “a place in which the visitor

travels to at least once a week”. Consequently, any person who crosses a border

post once a week or more is said to be moving within their usual environment, is

therefore not a visitor, and is excluded from the survey.

Resident Entity: visitors who are employed by Namibian companies (resident

entities) are excluded from tourism statistics, as they do not impact the local

economy as other types of visitors. These visitors are therefore also excluded from

the survey.

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Tourists and Visitors: the survey is a tourist survey, which implies it measures

tourists. The definition of a tourism trip states that a traveller who takes a tourism

trip is called a visitor. A tourist is defined as a visitor who spends at least one night

in a country. Consequently day visitors are excluded from the survey.

Country of Residence: this survey is measuring international inbound tourism to

Namibia, and therefore it must only include persons to live outside of Namibia,

irrespective of their nationality. A Namibian national living in South Africa, for

example, is an international inbound tourist to Namibia. When measuring tourism,

it is the country of residence, not nationality that matters. So all persons who reside

in Namibia are excluded from the survey.

In summary, to comply with the definitions described above, all persons interviewed for the

Tourist Survey will be asked four key questions:

Are you currently living in Namibia?

Did you visit Namibia just for today?

Do you usually visit Namibia once a week or more often?

Were you employed by a Namibian company or individual during your stay?

If the respondent answers yes to any one of these questions, they are classified as a non-

tourist, and the interview will be terminated.

1.3 Visitor Survey - 2002

1.3.1 General

The most recent survey of departing tourists in Namibia was undertaken in 2002. The Visitor

Exit Survey undertaken in that year was a survey of tourists (despite the title). Despite some

differences between the 2002 and 2012-2013 questionnaires and methodologies, broad

comparisons of the findings will be possible. It is common for tourist survey questionnaire

and methodologies to change over time in many countries, and these sample surveys are

remarkably robust to change.

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1.3.2 Technical Details

The sample size of the 2002 survey was 3,874 (of which 2,447 were face-to-face interviews

and 1,427 were self-completed questionnaires). Departing tourists were surveyed at the

following border posts:

Hosea Kutako International Airport

Walvis Bay International Airport

Buitepos (Botswana – Trans-Kalahari Highway)

Ariamsvlei (South Africa)

Noordoewer (South Africa)

Ngoma (Botswana – Caprivi Strip)

It was noted that any future tourist surveys should include at least one border crossing with

Angola, and to eliminate (as far as possible) self-completed questionnaires due to the low

response rate of expenditure questions. Both these recommendations have been complied

with in the 2012-13 survey.

1.3.3 Key Findings

The key findings from the 2002 survey were as follows:

The majority of travellers were aged 30-49 years.

Three quarters of all tourists travelled to Namibia only (no other countries).

Two thirds of all tourists stayed at least one night in a hotel or lodge.

Almost all tourists visited Windhoek and half visited the coast.

One-third of all tourists visited Etosha.

Over one-half (57%) of all tourists had organised the trip themselves.

Average spend per day in Namibia was N$600.

Over 88% of all tourists had made some type of pre-trip expenditure.

Tourist satisfaction with their visit was very high.

Availability/quality of public transport received the highest level of criticism.

1.4 Tourism in Namibia

1.4.2 Overview

According to the most recent statistics available in the Tourist Statistical Report 2010,

produced by the Ministry of Environment and Tourism, there were 984,100 international

tourist arrivals in Namibia in 2010.

9

0

50,000

100,000

150,000

200,000

250,000

300,000

KutakoInt.Airport OtherAirports NorthernBorders NEBorders SouthernBorders Trans-Kalahari

TouristArrivalsbyBorder

1.4.2 Arriving in Namibia

The busiest border posts for inbound tourists in 2010 were the Northern Borders with

Angola (principally Ruacana, Omahenene and Oshikango).

Arrival Point Tourists %

Hosea Kutako International Airport 252,844 25.7

Other Airports 38,986 4.0

Northern Borders 280,834 28.5

NE Borders 157,852 16.0

Southern Borders 168,387 17.1

Trans-Kalahari 85,197 8.7

Total 984,100 100.0

Source: Tourist Statistical Report 2010, MET

The grouping of the border posts in the Tourist Statistical Report 2010 is as shown below.

Grouping Main Borders Country

Northern Ruacana Angola

Omahenene Angola

Oshikango Angola

North Eastern Mohembo Botswana

Ngoma Botswana

Kazangula Ferry Botswana

Wanela Zambia

Southern Mata Mata South Africa

Rietfontein South Africa

Hohlweg South Africa

Ariamsvlei South Africa

Velloorsdrift South Africa

Noordoewer South Africa

Sendlingsdrift South Africa

Oranjemund South Africa

Trans-Kalahari Buitepos Botswana


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0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

Holiday VFR Business Other

TouristArrivalsbyPurposeofVisit

Overall, almost one-in-three (29.7%) of all tourists arrive by air, with the remaining 70.3%

arriving by road. However there are significant differences between different nationalities.

Nearly 83% of all African nationals arrive in Namibia by road, compared to 17% by air. By

contrast, only 36% of all Europeans arrive in Namibia by road, compared to almost 64% by

air. Almost 58% of North Americans arrive by air, and over 63% of Other nationalities also

arrive by air.

1.4.3 Purpose of Visit

Visiting Namibia for a holiday is the most popular purpose if visit with over 42% of all tourist

arrivals in 2010. However, visiting friends and relatives (VFR) is also highly significant.

Purpose of Visit Tourists %

Holiday 416,991 42.4

VFR 391,928 39.8

Business 141,309 14.4

Other 33,864 3.4

Total 984,092 100.0



However, there are considerable differences between nationalities. Amongst Africans, 50%

travel to Namibia to visit friends and relatives, with only 29% travelling for holiday.

However, over 81% of Europeans travel to Namibia for holiday, with only 12% travelling to

visit friends and relatives.

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0

20,000

40,000

60,000

80,000

100,000

120,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

TouristArrivalsbyMonth

Nationality

Holiday (%)

VFR (%)

Business (%)

Other (%)

Total (%)

Africa 28.6 50.3 17.3 3.8 100.0

Europe 81.2 12.2 4.9 1.7 100.0

North America 75.7 13.7 8.4 2.2 100.0

Other 63.2 9.2 19.1 8.6 100.0

Total 42.4 39.8 14.4 3.4 100.0


1.4.4 Seasonality Compared to many other destinations, Namibia’s tourism is not significantly seasonal,

although the peak months are August, September, October and December. However, the

last six months of the year still only account for 55% of all tourist arrivals during the year.

Month Africa Europe America Other Total

January 51,576 16,055 1,148 2,103 70,882

February 44,643 13,034 1,470 1,421 60,568

March 56,190 17,146 2,341 2,193 77,870

April 58,892 14,358 1,810 1,567 76,627

May 50,888 15,827 2,112 3,097 71,924

June 70,206 8,758 2,562 1,941 83,467

July 60,475 20,234 2,563 2,696 85,968

August 60,620 25,589 2,297 3,334 91,840

September 59,431 29,108 2,309 3,556 94,404

October 63,550 24,072 2,242 2,054 91,918

November 57,291 19,515 1,123 1,948 79,877

December 80,527 15,375 816 2,039 98,757

Total 714,289 219,071 22,793 27,949 984,102



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Splitting the arrivals by Nationality and showing the two key source groups, Africa and

Europe, shows that there are different seasonality patterns between them. The most

popular month for travel amongst African nationals is December, whilst for Europeans it is

September.


Note that June 2010 corresponded to the FIFA World Cup in South Africa. Compared to

other years, this had the effect of creating an increase in arrivals from Africans and a

decrease in arrivals from Europeans. These spikes and dips are not typical.

1.4.5 Key Markets The top 10 tourist generating markets (based on Nationality) in 2010 are shown below.

Exactly two thirds of all tourist arrivals were Angolan and South African nationals in 2010.

Rank

Nationality

Tourists (2010)

Share (%)

1 Angola 296,825 34.5

2 South Africa 277,655 32.2

3 Germany 87,072 10.1

4 Zambia 54,229 6.3

5 Zimbabwe 37,667 4.4

6 Botswana 31,503 3.7

7 UK 25,717 3.0

8 USA 17,826 2.1

9 France 17,039 2.0

10 Netherlands 16,078 1.9

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0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Angola SouthAfricaGermany Zambia Zimbabwe Botswana UK USA France Netherlands

Top10TouristGenera ngCountries:2010 The most significant non-African market was Germany, with just over 87,000 arrivals, well

ahead of the UK with almost 26,000 arrivals. The USA was the third most significant non-

African market with almost 18,000 arrivals.

1.4.6 Tourist Arrival Trends Overall, tourist arrivals to Namibia over the period 2005 to 2010 have shown strong and

consistent growth. The average annual growth rate of tourist arrivals over this period has

been 4.8%, with each year showing growth over the previous one. Even 2009, the year in

which most destinations recorded a decline in arrivals, was a good year for inbound tourism

to Namibia.

Nationality

2005

2006

2007

2008

2009

2010

AAG (%)

Africa 601,737 628,588 690,148 676,444 723,762 714,287 3.5

Europe 146,361 166,972 194,605 204,115 206,496 219,070 8.4

N. America 11,979 16,325 19,342 26,346 24,940 22,793 13.7

Other 17,811 21,459 24,819 24,205 24,980 27,948 9.4

Total 777,888 833,344 928,914 931,110 980,178 984,098 4.8


North America has shown the strongest growth over the period since 2005, with an average

annual growth (AAG) rate of 13.7%. However arrivals from this region are still very small

compared to Africa and Europe, although the doubling of tourist arrivals over the period

2005-2010 is significant.

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0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

2005 2006 2007 2008 2009 2010

TouristArrivalsfromAfricaandEurope:2005-2010

Africa Europe


Whilst all the main nationality groups show overall growth over the period since 2010, it is

worth noting that arrivals from Africa dipped slightly in 2008 and in 2010.

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2. QUESTIONNAIRE DESIGN 2.1 The Questionnaire

The English version of the survey questionnaire is shown in Appendix C, and the Flash Cards

used to assist the interviews are shown in Appendix D. The questionnaire was based on the

Consultant’s experience developing tourist visitor surveys in other countries, the 2002

Visitor Survey, and background research (including stakeholder interviews) – see Appendix E

In addition there are versions of the questionnaire and flash cards in the following

languages:

Africaans

French

German

Oshiwambo

Otjiherero

Portuguese

Setswana

siLozi

These have been provided to MCA-N as separate documents. Note that due to the low

volume of respondents that are expected to speak only Italian, Chinese and Russian, these

languages were not incorporated in the translations. Refusals due to language issues will be

tracked during the interview process.

The translations of the questionnaires and flash cards were undertaken by the appropriate

Field Managers, Supervisors, and Enumerators who were fluent in each language. This

approach works better than having the questionnaires translated by persons who are not

familiar with the questionnaire as often the intricacies of each particular question can be

lost.

2.2 Key Questions Explained

The following notes refer to key questions in the survey. They provide the background to

why the questions are being asked and what the information will be used for.

Questions 16-18

Without these questions it will not be possible to draw any conclusions about age and gender

from the survey, as the head of household or dominant person in a group is likely to respond

to the questions regardless of which person in a group is selected.

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Questions 19 and 20

Q20 is essential; it is often useful to also find out what part of a trip the visitor’s travel to

Namibia consisted of. For example, does it constitute the main part of a trip, or just part of a

larger trip that includes other countries?

Question 21

It is useful to know who the repeat visitors are as they behave differently from first time

tourists. Also, with first time visitors it is of greater interest to look into why they chose the

country (in particular for leisure tourists).

Questions 22 and 23

Country of residence and purpose of visit are two of the key fields to get the tourist profile.

Question 24

It is essential to know what airline was used to enter the country (if at all) so that

expenditure on Air Namibia can be separated from expenditure on all other airlines.

Questions 25 to 29 are only to be asked to those visiting for Holiday/Leisure/Recreation.

The reason is that these are questions about the decision making process to travel to

Namibia, other countries visited, and how the trip was arranged. They are of little relevance

to non-leisure tourists.

Question 25

It is useful to know if Namibia is visited as part of a wider tourist circuit.

Question 26

Understanding which destinations tourists are considering as alternatives to Namibia could

be useful for marketing.

Question 27

The aim of this question is to find out the key attributes of the country that were important in

the selection process.

Question 28

This question aims to find out where leisure tourists found information when planning their

trip. It is very useful for marketing.

Question 29

It is useful to know what percentage of holiday tourists are booking independently, rather

than relying on travel agents and tour operators.

Questions 30 and 31 are only to be asked when interviewing at the airport. They are asked

to all eligible respondents at airports.

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Question 30

We need to know who is travelling on Air Namibia as their international transport

expenditure is of relevance to the Namibian economy, and therefore we need to measure it

(as per Question 24).

Question 31

It is useful to know flight routings taken by tourists as these can be used for marketing

purposes. For example, are European tourists arriving direct, via Johannesburg, via Nairobi,

etc?

Questions 32 to 35

These questions are all about the trip itself: where tourists are staying, where they have

been, what they did, and how they travelled (mode of transport). They provide a rich picture

of the tourists’ time in Namibia.

Questions 36 to 37

In this question we are establishing the number of people that the responses to the

expenditure questions will correspond to. This is critical for calculating spend per person.

Question 38

This question captures pre-trip expenditure on a package (which is two or more items, such

as a flight and accommodation that are purchased for a single price). Because the tourist

will not know the cost of the individual items, information needs to be collected to

disaggregate the package into its constituent parts in the analysis phase.

Questions 39 to 47

These questions capture expenditure by tourists by the categories identified by the UNWTO

for tourism expenditure. For those categories where expenditure can be made pre-trip as

well as on trip (such as accommodation) both types of expenditure are captured.

Questions 48 to 54

All these questions relate to opinions about the trip, including open questions about trip

experiences.

Question 55

This is required because the tourist arrivals data that MET compiles is by Nationality (not

country of residence), so we will weigh the data by nationality.

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FAIL

PASS

IFSAMPLE

COMPLETE

Selectnextpersontopassthe"line"

AskScreeningQues ons ThankandEnd

Interview

Oncomple oncountnpersonstopassthe"line"

CommenceInterviews

EndShi

3. SAMPLING METHODOLOGY

3.1 Methodology

The Visitor Survey is to be executed via interviewer administered interviews with tourists

passing through airports and land border posts when leaving Namibia.

The methodology involves sampling an airport or land border on a given day and within a

given period of the day (this is referred to as a ‘shift’); and within the shift certain travellers

passing an interview line are systematically chosen for interview at fixed intervals from a

random start.

This is called the ‘sampling rate’ - it is the sample interval applied to all travellers crossing

the interviewing line. Each of the travellers contacted through application of the sampling

rate is screened to assess whether or not he or she is a tourist. If they pass the screening

test, then the interview commences, if not, then they are thanked and may proceed. The

interviewer then selects the next traveller to cross the interview line and the process starts

again as shown in the flowchart below.

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At the outset of the interviewing process, the precise flow of tourists across the interviewing

line is not known. Consequently it will not be possible to pre-determine the sample interval.

The Supervisors at each border post will need to monitor flows and set/adjust the sample

interview accordingly. After the first day or two at any border post, it will be possible to

estimate for the sample interval. However, adjustments may still need to be made

depending on the “hit rate” of tourists during each interview shift.

3.2 Screening Questions

There are four screening questions that determine whether a traveller is a tourist or not.

These are shown below.

Are you currently living in Namibia? [If yes, terminate interview] Did you visit Namibia just for today? [If yes, terminate interview] Do you usually visit Namibia once a week or more often? [If yes, terminate interview] Were you employed by a Namibian company or individual during your stay? [If yes, terminate interview]

If any of the four questions is answered as “Yes” then the interview is terminated. All four

Questions must be answered “No” for the traveller to be classified as a tourist, and

therefore eligible for interview.

3.3 Sampling Periods

Although it varies from one country to another, demand for tourism is seasonal. The volume

of visitors to a country changes from month to month, and is usually based on the holiday

periods of the key markets, and the weather patterns in the destination.

Inbound tourism to Namibia is not heavily seasonal, although there are clear periods when

the African and the European/North American markets prefer to visit the country as shown

in the two charts below.

The dark green bars show the months when interviewing will take place. The charts show

tourist arrivals in Namibia, however interviewing takes place on departure, which on

average is around seven days after arrival. The interviewing in June commences near the

beginning of the month, and therefore a number of May arrivals will also be included (hence

the light shading of the May bar in the charts).

20

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

January February March April May June July August September October November December

TouristArrivalbyMonthfromAfrica:2010

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

January February March April May June July August September October November December

ToursitArrivalsbyMonthfromEuropeandNorthAmerica:2010



The key pointers regarding seasonality in Namibia and the selection of the interview periods

are as follows:

Business tourism is assumed to be relatively unseasonal (flat) for both Africa and

Europe/America arrivals (since business tourism to most countries doesn’t have a

seasonality pattern). Consequently, seasonality trends are probably driven by the

Holiday/VFR markets.

93% of all tourist arrivals from Europe/America are for Holiday/VFR (2010).

79% of all tourist arrivals from Africa are for Holiday/VFR (2010).

December is the peak month for arrivals from Africa and a low month for

Europe/America.

September is the peak month for arrivals from Europe/America and a low month for

Africa.

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May and June can be considered as shoulder months (the term used to describe

neither a high nor low season) for Africa, Europe and the Americas. Note that the

drip in Europe/America arrivals in June 2010 was due to the FIFA World Cup in South

Africa. Equally this event created greater than usual demand from the African

countries. Typically the arrivals for both these source market groups in June would

be somewhere between the May and July values.

These figures represent tourist arrivals to Namibia in each month. The exit survey

will interview tourists on departure, which on average is around seven days after

their arrival. For all survey periods except June (where May arrivals will be

significant), departing tourists that are intercepted will mainly have arrived in the

first of the two months in which interviewing takes place (as interviewing is

scheduled towards the end of one month and the beginning of the next).

Based on this analysis, it has been decided that a broad spread of tourists from all the key

source markets would be sampled if interviewing was held in May or June,

September/October, and December/January. The dates for three survey periods will

therefore be as shown below:

Survey Period 1: 4th June 2012 to 22nd June 2012

Survey Period 2: 24th September 2012 to 12th October 2012

Survey Period 3: 17th December 2012 to 7th January 2013

Each of these survey periods is around three weeks in duration. It should be noted that

unless tourism is continually monitored (i.e. through an interview programme that selects a

sample every week of the year), the selection of which periods to interview will always be

open to considerable debate. However, considerable experience in undertaking exit surveys

(particularly in Botswana when the timing of interviews has changed a number of times over

the last decade) shows that the timing is not highly sensitive.

Sample surveys are remarkably robust, and as long as the selection of interview periods is

sufficient to achieve the samples that are large enough to measure each of the groups for

which analysis is required (for example German visitors for leisure) then the precise period

of interviewing is not critical. The Namibia survey has a large sample (6,500) and is spread

across three very diverse periods that will provide remarkably robust findings.

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3.4 Sample Size

Based on the inbound international tourism statistics for 2010, the sample size and timing of

interviews has been established to generate three periods of data collection that minimises

sample bias as far as is possible. These samples are shown in the table below.

Border Post Jun Sep/Oct Dec/Jan Total

HK International Airport 900 1,200 900 3,000

Walvis Bay Airport 250 0 250 500

Buitepos 200 150 150 500

Wanela 200 150 150 500

Oshikango 200 200 100 500

Ariamsvlei 250 0 250 500

Noordoewer 250 375 375 1,000

Total 2,300 2,075 2,125 6,500

3.5 Special Cases

3.5.1 General

In theory the sampling methodology is simple, however in practice certain complications

arise. These are discussed below.

3.5.2 Groups

Sometimes the nth person selected will be part of a group, and often it will not be possible to

interview that exact person, as it is usual that the head of a household, or the more

dominant person in a couple or larger group tends to speak for the other people in the

group. This is why analysis of gender and age (as well as country of residence and purpose

of visit) is not undertaken when analysing a visitor survey whereby there is data from the

universe that provides these data. The arrivals statistics from Immigration provide this

information, and it is used to weigh the visitor survey.

If this information is captured then it is better to capture demographic data about everyone

in the group. When someone in a group is selected for interview it is perfectly acceptable

for the head (or anyone else) of the group to respond to the questions. However the

number of people in the group should be noted if they are answering questions on behalf of

the whole group.

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3.5.3 Organised Group Tours

At land borders, (and sometimes at airports) if an organised group of tourists is departing

the country, they will be highly homogeneous (similar spending patterns, experiences, and

possibly have the same country of residence). In these instances, only one person in the

group should be selected for interview.

Whilst the sample of interviews will be weighed at the analysis stage, and therefore

oversampling of a particular group will be addressed, it is preferable that interviews are not

“wasted” on tourists travelling in the same group who have similar profiles.

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4. PILOT SURVEY

4.1 Overview of the Pilot Survey The primary rational behind the Pilot Survey was to ensure that enumerators and

supervisors have gained relevant skills and knowledge to administer the questionnaire in all

the languages that they are expected to cover (enumerators at different border posts have

different language capabilities to correspond with the types of tourist expected to pass

through them), to assess the structure of the questionnaire, to assess whether the questions

are measuring what the survey intends to measure, whether the questions are understood

in the same manner by all enumerators, and whether the questions make sense. In

summary, the main aim of the Pilot Survey was to assess validity of questions and reliability

of data collection processes and procedures. An equally important purpose of the Pilot

Survey was to gain insights into issues regarding sampling, screening of interviewees and

selection intervals.

The Pilot Survey was conducted at Hosea Kutako International Airport (HKIA), Walvis Bay

International Airport and Buitepos Border Post. These border posts were selected as they

enabled experience to be gained at both air and land borders (the data collection instrument

has additional questions for those tourists passing through the airports), and they were also

expected to provide a relatively high throughput of tourists. For the Pilot Survey, it was

essential to provide all the enumerators with interviewing experience in a short period of

time, and obtain a higher number of responses than would usually be required over the

interviewing period.

The success of a Pilot Survey can be measured as follows:

Organisation of the survey, including interview locations, selection of respondents,

and availability of valid respondents.

Ability of enumerators to complete the questionnaire in the expected time.

Reaction of respondents to the survey in terms of attitude, ability to understand the

questions, and provide reasonable answers.

The Pilot Survey was considered a success when measured against these criteria, and

resulted in useful outcomes and lessons learned; these are set out in detail in Section 5.

Some major revisions were made to the expenditure section of the survey to improve the

flow of the questions, and consequently a second Pilot Survey was conducted at the HKIA to

test this. This second pilot confirmed that the changes made to the expenditure section

resulted in a considerable improvement, ensuring that respondents did not get confused

about the different types of expenditure they undertake when travelling (pre-trip and on-

trip) which was happening during the first pilot. A third, and final one-day pilot survey was

undertaken to test the translations.

25

4.2 Training of Enumerators, Supervisors and Field Managers Training of Enumerators, Supervisors and Field Managers took place from 7 May until 14

May 2012. Training was facilitated by the Survey Team Leader, Mr. Kevin Millington, and the

Survey Coordinator, Mr. Randolph Mouton, supported by the pre-selected Field Managers,

Ms. Jeany Auala, Mr. Brandon Bock and Mr. Peter Mbango. Please note that the Field

Managers were trained on the content of the questionnaire, while they also facilitated some

training sessions such as ‘Interviewer Techniques’, ‘Administration of Questionnaires’, ‘Do’s

and Don’ts during Interviews’ and ‘Role plays’. The training programme schedule is shown in

Annex C.

The training exercise was attended by 33 trainees (these comprised the Field Managers,

Supervisors and Enumerators – see Appendix F). Trainees included people who were

conversant in English, German, French, Portuguese, Afrikaans, Setswana, Oshiwambo,

Otjiherero and siLozi, as these are the languages that will be required when intercepting and

undertaking the Tourist Survey with tourists who have visited Namibia.

Training was also attended by representatives of MCA-N, Namibia Tourism Board (NTB) and

Hospitality Association of Namibia (HAN) who gave background information on their

organisations, the tourism sector, the context in which the Tourist Exit Survey is conducted,

the objectives of the survey and the importance thereof.

Training included the following main themes:

Introduction to research (quantitative research and validity and reliability)

Introduction to main components of the questionnaire

Questionnaire familiarisation

Interview techniques

Role plays

Ethical protocol

Sampling and screening of interviewees

Preparation for pilot survey

Discussions on the outcomes of the pilot Survey

Continuous revisions to the questionnaire

Do’s and don’ts during fieldwork

Translations

Trainee assessment

26

4.3 Pilot Survey Preparation

The Consultants, with input from MCA-N, prepared a letter on behalf of the Ministry of

Environment and Tourism (MET), signed by the Permanent Secretary of MET, to inform the

Ministry of Home Affairs and Immigration (MHAI) and the Namibia Airports Company (NAC)

about the survey and to request their cooperation and collaboration (see Appendix G).

SIAPAC made follow-up telephone calls to the CEO of NAC as well as the Buitepos Border

Post. The two Airport Managers were also verbally informed about the Pilot Survey with

follow-up faxes on request.

Suitable transportation was provided to the pilot survey teams. NAC personnel at the

airports were extremely cooperative and provided passes to all pilot survey members on

arrival. MHAI personnel were also extremely cooperative at Buitepos Border Post and

supported the team where needed. The initial plan was to conduct 225 interviews as per

Table 4.1 below.

Table 4.1: Pilot Survey Plan

Border Post Number of Interviews per

Enumerator and Total per Site

Number of Trainees

Supervision

Morning flights – HKIA

5 = 50 10 Team Leader

Midday flights – HKIA

5 = 50 10 Field Manager

Evening flights - HKIA 5 = 45 9 Tourism Expert, Field Manager

Buitepos

10 = 40 4 Field Manager

Walvis Bay Airport 10 = 40 4 Survey Coordinator

4.4 Pilot Survey Implementation

The Pilot Survey took place on Thursday, 10 May 2012. The Pilot Survey was conducted at

HKIA, Walvis Bay International Airport and Buitepos Border Post. These sites were selected

because they provided opportunity to interview different types of tourists using airports and

land border posts, they allowed for most survey languages (English, German, Portuguese,

Afrikaans, Otjiherero and Setswana) to be tested, and it was thought that these sites would

have sufficient tourist traffic for 100 – 200 interviews to be conducted.

27

Thirty-five trainees (including the Team Leader and Survey Coordinator) participated in the

Pilot Survey. The pilot surveys were conducted in the following languages:

Afrikaans

English

French

German

Oshiwambo

Portuguese

Setswana

SiLozi

It should be noted that most tourists could speak English, with the exception of some

Portuguese and French speakers who were approached for interviews. The Pilot Survey was

unfortunately not conducted in siLozi as none of the tourists using these border posts spoke

siLozi.

Table 4.2: Actual Pilot Survey Team Composition and Questionnaires Completed

(planned interview numbers are in shown in brackets)

Border Post Number of Questionnaires

Completed

Number of Trainees

Supervision

Morning, mid-day and evening flights (three teams as time)– HKIA

75 (145) 25 Survey Coordinator and 2 Field Managers

Buitepos

9 (40) 4 Field Manager

Walvis Bay Airport 13 (40) 4 Team Leader

Total

97 (225) 33 5

The number of completed interviews for the Pilot Survey was lower than planned, mainly

due to time lost organising the teams on this first outing to the relevant border posts. Also,

there were more enumerators at each border post at any one time than there would usually

be (in order to give them all experience of interviewing) and consequently the throughput of

respondents was slower than anticipated, as enumerators tend to speed up their

interviewing as they become increasingly familiar with the survey.

During the Pilot Survey, the average administrative length of the questionnaire at HKIA was

15 minutes, with six minutes being the shortest and 31 minutes being the longest. Average

length at Walvis Bay International Airport was 12 minutes with 10 minutes being the

shortest and 15 minutes being the longest. The average length at the Buitepost Border Post

was thirteen minutes, with nine minutes being the shortest and 15 minutes being the

28

longest. However, it should be noted that the administrative length is determined by

several factors, including type of tourist, some tourists talking extensively about their trips

(not necessarily relevant to the survey questions); others need to get help with some

responses from those who travelled with them; refusals of some questions, some not

wanting to provide some information, et.

Also, some interviews could not be conducted because the translations had not been

undertaken at that point (they were planned for after the Pilot – this is usual as the Pilot

tends to lead to a number of changes being made to the survey). Both these issues are not

expected to reoccur when the survey commences, and consequently the planned interview

hit-rates should be achieved.

Only 15 out of 90 potential eligible tourists at HKIA refused to be interviewed, 10 out of 23

at Walvis Bay and 8 out of 17 at Buitepos Border Post. The positive response rate was

therefore 75% of potential eligible tourists, excluding those who were approached but were

not eligible for interviews. Reasons for refusals are shown in Table 4.3.

Table 4.3: Questionnaire Refusals

Reasons for Refusals Buitepos

Walvis

Bay HKIA

Total

Not interested 1 2 3 6

No time 7 3 0 10

Too busy 0 0 1 1

In a meeting (at the HKIA) 0 0 1 1

No reason 0 3 7 10

Questions seemed to many, not in the mood 0 0 1 1

Exhausted by travelling 0 0 2 2

Busy working at the moment 0 1 0 1

Busy eating 0 1 0 1

Total 8 10 15 33

The Pilot Survey provided ample opportunity for team members to gain useful experience in

the administration of the questionnaire, content of the questionnaire, and approach, even

though each enumerator only undertook three or four interviews. Familiarity of the

questionnaire (following role playing) is typically gained over this number of interviews.

29

4.5 Pilot Survey Outcomes and Lessons Learned

Table 4.4 below provides an overview of the outcomes of the Pilot Survey.

Table 4.4: Pilot Survey Outcomes and Lessons Learned

Section of Questionnaire

(See Appendix C)

Outcome Lesson Learned

Administrative section

(First page)

Worked well.

Some Enumerators forgot to indicate

finish time and total time of

interview.

No change needed, but revisited

importance of indicating time

duration of interview.

Introduction

(Bottom of first page –

boxed text)

Some Enumerators were nervous

and felt a bit uncomfortable at the

beginning. The body language

improved after the first few

interviews.

The importance of a proper

introduction was revisited during

post-Pilot training.

Ethical protocol

(Bottom of first page –

boxed text)

Was regarded as sufficient in length

with all key aspects of a research

ethical protocol for this type of

survey.

Many Enumerators forgot to tick

‘yes’ or ‘no’ after the question, “do

you agree to participate”.

No change needed.

Revisited importance of ticking the

‘yes’ or ‘no’.

Basic trip and tourist

characteristics section

(Q16-Q23)

Some Enumerators inaccurately

ticked the age category instead of

writing in the numbers. Some

Enumerators inaccurately noted

responses for those travelling alone

in q17a instead of q18, because

Enumerator instructions were not

followed.

The importance of Enumerator

instructions was revisited during

post-Pilot training. A different font

has been used for Enumerator

instructions so that it stands out

from the questions.

Questions for holiday

tourists only section

(Q24-Q28)

Very few Enumerators asked this

section as most respondents were

not holiday tourists. However, it was

found that some enumerators asked

these questions (by mistake) to non-

holiday tourists.

The importance of Enumerator

instructions was revisited during

post-Pilot training. A different font

has been used for Enumerator

instructions so that it stands out

from the questions.

Q26 was a bit problematic, because

some Enumerators were uncertain

about the meaning of some

responses.

Tourism concepts such as ‘sense of

space’ and ‘scenery’ need to be

understood in the same manner by

all Enumerators. This was covered in

post-Pilot training.

Airport Interviews only

section

(Q29-Q32)

Main challenge here was the

meaning of ‘final destination’ for q31

and q32.

Final destination needs to be defined

more clearly – change was made to

the survey.

Places, activities and

transportation section

(Q33-Q37)

Worked well. No change needed.

30

Section of Questionnaire

(See Appendix C)

Outcome Lesson Learned

Expenditure

(Q38-Q50)

Most Enumerators had difficulties

with section, specifically in relation

to the breakdown of costs.

Some Respondents were confused

by the questions. Some Respondent

refused to answer expenditure

questions because they felt it to be

personal.

Some business tourists who had

their trips planned and paid for by

their firms, were unaware of their

costs.

Some holiday tourists who were on

pre-paid package tours could not

break their costs down.

Some holiday tourists whose trips

were paid for by someone else were

unaware of their costs.

This section was reworked in order

to make administration easier and

not to confuse respondents.

In cases where tourists cannot break

down the costs, especially when on

package tours, they need to provide

their best estimates.

Enumerators need to ensure that

they keep track of the amounts

giving in order to ensure that it adds

up.

When tourists refuse to provide

expenditure data, Enumerators

should repeat the purpose of the

survey, the importance of the data,

and kindly request for such

information. At the same time, no

tourists should feel forced to provide

data that they do not feel

comfortable providing.

Other issues: Interviewees at HKIA were not

allowed to interview tourists in the

VIP lounge and restaurant.

Arrangements are being made with

managers of the VIP lounges and the

restaurant for access.

Insufficient public relations

strategies for the pre-test.

Banners will be posted at strategic

places in airport departure halls and

border posts (see Appendix H).

All Enumerators will wear project

specific design T-shirts with official

nametags (see Appendix H)

Strategies will be developed to

inform tourist about the survey

while travelling Namibia.

Random selection of tourists was not

done, due to the short time frame of

the pre-test, and lack of information

on the volume of expected tourists

on a particular date.

Random selection of tourists will be

done by the Supervisors in

consultation with the Field Managers

and the Survey Coordinator.

The length of the questionnaire was

not problematic. The questionnaire

was reduced in length following the

pilot, so interview time is expected

to reduce further.

No change needed.

Structure of the questionnaire

worked well, although the

expenditure section was confusing to

some respondents.

The expenditure section was

redesigned.

Some problems with the numbering

of questions (instructions to

enumerators regarding the flow of

questions) were experienced.

The questionnaire has been

renumbered.

31

Misunderstanding of some questions

by some of the enumerators.

The performance of Enumerators

during the Pilot Survey was taken

into consideration during

Enumerator selection.

4.6 Pilot Survey Conclusions

The Pilot Survey was regarded as a useful exercise, which resulted in lessons learned for

questionnaire finalisation, administration of the questionnaire, sampling and logistics. The

main outcomes of the Pilot Survey was that the expenditure component of the

questionnaire was confusing to respondents; some enumerators did not understand some

sections of the questionnaire and were asked not to participate in the survey; numbering of

the questions needed to be corrected; and more role plays were needed to get enumerators

ready for field work.

The day after the Pilot Survey, 11 May 2012, the Consultant’s team spent considerable time

reworking the questionnaire, especially the expenditure section. A representative from

MCA-N, Mr. Indongo, attended this session and made useful comments based on his

observations of the Pilot Survey. The discussion touched on important issues such as:

following enumerator instructions; mutual understanding of key concepts and

terminologies; proper introduction; proper manners in which to approach tourists; ensuring

that tourists understand the importance of the survey; random selection of interviewees;

proper ways in which to deal with refusals without forcing people to participate; and public

relations.

A second Pilot Survey (undertaken as HKIA to test the revised expenditure section)

highlighted a few minor errors in the questionnaire (mainly incorrect numbering of

questions and spelling mistakes) that were taken into consideration during the finalisation of

the penultimate version of the questionnaire. The pilot survey was deemed successful and

the collection of expenditure data was much more straightforward.

The final data collection team was selected based on the outcome of the Pilot Survey,

participation during training and a Trainee Assessment at the end of training. Please see

Appendix F for a list of the team members. The monitoring forms for the survey are shown

in Appendix I. The training schedule is shown in Appendix J.

32

APPENDIX A: SURVEY WORK PLAN A.1 KEY DATES The following two tables provide the key dates for reporting and fieldwork.

Note that the final version of the Pilot Survey Implementation Report will be incorporated

into the Final Survey Design Report (which is why there is no final report date for it). Also,

the final version of the Draft Survey Report will be the Final Survey Report.

Report Draft Report

Date MCA

Comments Final Report

Date

Draft Survey Design Report 30/03/12 13/04/12 20/04/12

Pilot Survey Implementation Report 18/05/12 23/05/12 -

Final Survey Design Report 25/05/12 28/05/12 01/06/12




Final Field Survey Report 25/01/13 01/02/13 08/02/13

Draft and Final Survey Reports 22/02/13 08/03/13 22/03/13

The fieldwork dates will take place as follows:

Fieldwork Start Finish

Training and Pilot 07/05/12 16/05/12

Fieldwork 1 04/06/12 22/06/12

Fieldwork 2 24/09/12 12/10/12

Fieldwork 3 17/12/12 07/01/13

A.2 WORK PLAN AND PERSONNEL INPUTS

The Work Plan of all the project activities over the duration of the survey is provided

overleaf. The inputs of the key personnel are shown in an additional table.

5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25

Survey Design

Inception Meeting (MET/DOT/MCA, etc.)

Literature collection and review

Develop survey documents

Sample design

Draft Survey Design Report

Recruitment of field research officers

Stakeholder consultation - online survey

Preparation training (including training manual and pilot test plan)

Supervisor and Enumerator Training

One-day Field Manager & Supervisor Training

Preparation pilot test

Pilot test

Pilot Survey Implementation Report


Final Survey Design Report

Implementation

Preparation of fieldwork

Fieldwork No. 1

Data Entry and Validation

Fieldwork Report No. 1

Re-mobilisation (refresher training)

Fieldwork No. 2



Re-mobilisation (refresher training)

Fieldwork No. 3



Final Field Survey Report

Survey Report Preparatioin

Analysis and Draft Survey Report Preparation

Draft Report Presentation Workshop

Final Survey Report Preparation

Project Activities Mar-12 Apr-12 May-12 Jun-12 Jul-12 Feb-13 Mar-13Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13

Tourist Survey Work Plan: 2012-2013


Namibia Tourist Exit Survey 2012-2013 34

Kevin Millington Randolph Jon

Field UK Mouton Barnes

Survey Design

Inception Meeting (MET/DOT/MCA, etc.) 0.1 0.1 0.1

Literature collection and review 0.1 0.1

Develop survey documents 0.2 0.1 0.1 0.1

Sample design 0.1 0.1 0.1

Draft Survey Design Report 0.1 0.1 0.1

Recruitment of field research officers 0.1

Stakeholder consultation - online survey 0.1 0.1

Preparation training 0.2 0.2

Supervisor and Enumerator Training 0.2 0.2 0.1

One-day Field Manager & Supervisor Training 0.1 0.1

Preparation pilot test 0.1 0.2

Pilot test 0.3 0.3 0.2

Pilot Survey Implementation Report 0.1 0.1

Draft Survey Design Report 0.2 0.1

Final Survey Design Report 0.1

Implementation

Preparation of fieldwork 0.1

Fieldwork No. 1 0.1

Data Entry and Validation 0.1

Fieldwork Report No. 1 0.1 0.1

Re-mobilisation (refresher training) 0.2 0.2

Fieldwork No. 2 0.2 0.1


Fieldwork Report No. 2 0.3 0.1 0.1

Re-mobilisation (refresher training) 0.1

Fieldwork No. 3 0.1


Fieldwork Report No. 3 0.1 0.1

Final Field Survey Report 0.1

Survey Report Preparatioin

Analysis and Draft Survey Report Preparation 0.3 0.9 0.2 0.3

Draft Report Presentation Workshop 0.3 0.1 0.1 0.1

Final Survey Report Preparation 0.2

Total 2.5 2.1 3.5 1.5

Project Activities

Input of Key Personnel (man months)

35

APPENDIX B: FINAL REPORT STRUCTURE

B.1 DRAFT TABLE OF CONTENTS

The structure of the Final Report will be continually reviewed over the duration of the

project. However, an initial draft Table of Contents is provided below.

Executive Summary

The aim is to provide a summary of the findings of around 10 pages that can be distributed

separately from the Final Report, providing top-line data that will inform those who want to

know the key findings without having to read too much detail.

1. Introduction

2. Methodology

This will include all the technical details of the survey, including the sample sizes, interview

locations, interview methodology, data collection instrument, problems encountered, and

other issues that should be documented for future reference when implementing a visitor

survey in Namibia.

3. Tourist Profile

Profile of tourists, including gender and age, country of residence, how they planned their

travel, and all other attributes relating to the tourists visiting Namibia.

4. Trip Profile

Analysis of all the attributes relating to the trip (except expenditure and impressions),

including length of stay, places of accommodation, places visited and activities undertaken,

and modes of transport used.

5. Expenditure

Analysis of tourist expenditure providing average spend per day and per trip by country of

residence and purpose of visit. This is include detailed breakdown of expenditure on:

accommodation, food and beverages, transport (local), recreation, shopping, and other

services. Estimates of total expenditure by tourists in Namibia will also be made based on

inbound tourist arrivals figures.

36

6. Impressions

Analysis of the (open and closed) questions that evaluate the levels of satisfaction of tourists

visiting Namibia.

7. Conclusions

Overall conclusions from the survey, and recommendations for future surveys and the

measurement of inbound tourists.

B.2 DATABASE

The final dataset will be provided in electronic format that will include data from all 6,500

interviews. This will be in Excel format, with the rows representing each interview (approx.

6,500 rows) and the columns representing the responses to each question (including the

weighting each interview represents).

A key will be provided that will explain any coding used in the database, enabling third

parties to analyse the findings themselves should that be required.

37

APPENDIX C: FINAL VERSION OF THE QUESTIONNAIRE

1) Interview Status (Tick only one):

Fully Completed ____ - 1

Partially Completed [Enum: write reason on inside of questionnaire] ____ - 2

2) Language of Interview (Tick only one):

Afrikaans ........................ 1

English .......................... 2

German ........................... 3

Portuguese ....................... 4

Silozi ........................... 5

French ........................... 6

Oshiwambo ........................ 7

Otjiherero ....................... 8

Setswana ......................... 9

Other (please specify): ________________________________.....10

3) Enumerator Self Check (field), print first name: ______________________________

Date: ______________________________

4) Field Supervisor Check (field), print surname: ______________________________

Date: ______________________________

5) # of missing values found by Field Supervisor: ______________________________

6) Field Supervisor Check of Missing Values, print surname: _________________________

Date: ______________________________

7) Enumerator Review of Missing Values, print surname: ______________________________

Date: ______________________________

8) # of unexpected missing values resolved: ______________________________

9) # of unexpected missing values unresolved: ______________________________

Supervisory Comments: _____________________________________________________

10) Questionnaire Entry Completed: ______________________________

Date: ______________________________

ENGLISH

38

ADMINISTRATION

11) Enumerator Name: ____

____ - 1 Denis Gowaseb ____ - 12 Candice Titus

____ - 2 Erica Noabes ____ - 13Eddie Hindjou

____ - 3 Queeny Brunzel ____ - 14 Leonard Auala

____ - 4 Maruis Cloete ____ - 15 Ramos Mandema

____ - 5 Beaurencia Eises ____ - 16 Mariza Gouveia

____ - 6 Ildefons Chimbaya ____ - 17 Deltin Simataa

____ - 7 Ephraim Ihemba ____ - 18 Vincent Sitali

____ - 8 Blaine Booys ____ - 19 Jacob Gariseb

____ - 9 Jacoba van der Weathuizen ____ - 20 Petrus Kamati

____ - 10 Aurora Mandema ____ - 21 Kelebogile Mosimane

____ - 11 Eino Kambonde

12) Supervisor Name: ____

____ - 1 Isaak Gowaseb ____ - 5 Raukinen Katshuna

____ - 2 Genre Schmidt ____ - 6 Desmond Kamwi

____ - 3 Daisy Gamxamus ____ - 7 Brenda Oarum

____ - 4 Chatling Rorrison

13) Field Manager Name: ____

____ - 1 Jeany Auala

____ - 2 Brandon Bock

____ - 3 Peter Mbangu

____ - 4 Jonas Kapanga

14) Border Post: ____

____ - 1 Hosea Kutako International Airport

____ - 2 Walvis Bay International Airport

____ - 3 Buitepos Border Post

____ - 4 Wanela Border Post

____ - 5 Oshikango Border Post

____ - 6 Ariamsvlei Border Post

____ - 7 Noordoewer Border Post

15) Start time: ______________ [HH:MM – Use 24 Hour clock] ______

39

BASIC TRIP AND TOURIST CHARACTERISTICS

16) Are you travelling on your own, with one other person, or part of a group? ____

____ - 1 Alone [if alone, record gender in q17, then skip to q18]

____ - 2 Group [go to q17]

17) [If part of a group] Please tell me how many people are male and female,

including yourself?

Male: ___________ ____

Female: __________ ____

17a) [Please show the flash cards] Please indicate in which age category

the people in your group are, including yourself? [Please note that the total

for q17 and q17a must be the same]

0 to 5 __________ ____

6 to 11 _________ ____

12 to 17 ________ ____

18 to 29 ________ ____

30 to 39 ________ ____

40 to 49 ______ ____

50 to 59 ________ ____

60 or older ________ ____

[go to q19]

18) [If travelling alone] Please indicate in which age category you are? [Please

show the flash cards]

0 to 5 __________ ____

6 to 11 _________ ____

12 to 17 ________ ____

18 to 29 ________ ____

30 to 39 ________ ____

40 to 49 ______ ____

50 to 59 ________ ____

60 or older ________ ____

19) How many nights have you spent away from home; from the time you left until the time

you expect to return home? ____

Number of nights __________

20) How many nights have you spent in Namibia on this trip? ____

Number of nights ________________

40

21) Is this your first visit to Namibia? ____

____ - 1 Yes

____ - 2 No

22) In which country do you live? [Write out full name and not

abbreviations]

________________________________________________

23) [Please show the flash cards] What is your main purpose of visit in

Namibia? ____

____ - 1 Holiday/Leisure/Recreation

____ - 2 Visiting Friends or Relatives

____ - 3 Business/Conference

____ - 4 Transit

____ - 5 Religion

____ - 6 Other (please specify): _____________________

24) Did you arrive in Namibia by air, land or sea? ____

____ - 1 Air

____ - 2 Land

____ - 3 Sea

24a) [If by air] Which airline did you use when flying into Namibia ____

____ - 1 Air Namibia

____ - 2 South African Airlines / SA Express

____ - 3 British Airways / Comair

____ - 4 TAAG Angola Airlines

____ - 5 Swiss

____ - 6 TUIFly

____ - 7 Air Berlin


[Skip to q30 if responses to q23 were 2 – 6. If 1,

‘holiday/ leisure/recreation, ask q25-q29]

QUESTIONS FOR HOLIDAY TOURISTS ONLY

(HOLIDAY/LEISURE/RECREATION)

25) Which other countries have you visited, or do you intend to visit on this trip, and for how

many nights? [There cannot be a ‘zero’ for number of nights]

Name of Country: ____________________Number of nights: ___________








None_________________________________

41

26) When deciding to visit Namibia for a holiday, which other countries did you consider, but didn’t

visit? [‘None’ is a valid response]

__________

__________

__________

__________

__________

27) [Please show the flash cards] Now thinking about before you came here,

what attracted you to Namibia? [Multiple responses are allowed]

____ - 1 Culture ____

____ - 2 Climate ____

____ - 3 Curiosity ____

____ - 4 Diversity of attractions ____

____ - 5 Safety and security ____

____ - 6 Community-based conservancies ____

____ - 7 Sense of space

____ - 8 Scenery

____ - 9 Tranquillity

____ - 10 Value for money

____ - 11 Wildlife

____ - 12 Shopping

____ - 13 Medical facilities

____ - 14 Infrastructure


28) What sources of information did you use to learn about Namibia before your trip?

[Multiple responses are allowed]

____ - 1 Namibia Tourist Board ____

____ - 2 Internet sites ____

____ - 3 Travel agency / tour operator ____

____ - 4 Guide books ____

____ - 5 Magazine / newspaper ____

____ - 6 Trade fair / exhibition

____ - 7 Television

____ - 8 Friends and relatives

____ - 9 Previous visit to Namibia


29) Who made most of the holiday arrangements for you?

____ - 1 Airline office ____

____ - 2 Travel agent / tour operator in Namibia

____ - 3 Travel agent / tour operator in another country

____ - 4 Friends or family in Namibia

____ - 5 I arranged most/all of it myself


42

AIRPORT INTERVIEWS ONLY (interviews at HKIA and Walvis Bay airports only.)

[Skip to q32 if response to q14 is 3 – 7: border

post]

30) Which airline are you travelling on from Namibia? ____

____ - 1 Air Namibia

____ - 2 South African Airlines / SA Express

____ - 3 British Airways / Comair

____ - 4 TAAG Angola Airlines

____ - 5 Swiss

____ - 6 TUIFly

____ - 7 Air Berlin


31) Where is this flight going to? [This does not necessarily mean final

destination]

Name City: _____________________

Name Country: ______________________

31a) Is that your final destination? [‘Final destination’ means the

last airport before returning home] ____

____ - 1 Yes [Skip to q32]

____ - 2 No [Go to q31b]

31b) Where is your final destination? [‘Final destination’ means the

last airport before returning home]

Name City: _____________________

Name Country: ______________________

PLACES, ACTIVITIES AND TRANSPORTATION

32) [Please show the flash cards] What types of accommodation did you stay

in whilst visiting Namibia? [Multiple responses are allowed]

____ - 1 Hotel ____

____ - 2 Guesthouse / Pension / B&B ____

____ - 3 Lodge / Tented Lodge ____

____ - 4 Guest Farm ____

____ - 5 Conservancy Accommodation ____

____ - 6 Backpackers Accommodation / Hostel ____

____ - 7 Self-Catering / Rented Accommodation ____

____ - 8 Friends and Family

____ - 9 Camp Site

____ - 10 In Vehicle / Rooftop Tent


43

33) Please look at the map and point out the locations you have visited on this trip to

Namibia? [Multiple responses are allowed]

____ - 1 Etosha National Park ____

____ - 2 Caprivi National Park ____

____ - 3 Namib Naukluft ____

____ - 4 Sossusvlei/Sesriem ____

____ - 5 Khaudum Game Park ____

____ - 6 Skeleton Coast Park ____

____ - 7 Spitzkoppe ____

____ - 8 Waterberg Park

____ - 9 Lüderitz

____ - 10 Swakopmund

____ - 11 Damaraland (e.g. Palmwag, Twyfelfontein, etc.)

____ - 12 Kaokoland (Kunene, e.g., Epupa, Opuwo, Marienfluss, etc.)

____ - 13 Brandberg

____ - 14 Duwiseb Castle

____ - 15 Hardap Game Reserve

____ - 16 Fish River Canyon

____ - 17 Windhoek

____ - 18 Walvis Bay

____ - 19 Sandwich Harbour

____ - 20 Kavango Region (i.e., Rundu)

____ - 21 Oshakati & area (north central)


34) [Please show the flash cards] Which of the following leisure activities did

you engage in during your stay in Namibia, if any? [Multiple responses are

allowed]

____ - 1 Shopping ____

____ - 2 Game viewing ____

____ - 3 Hunting ____

____ - 4 Fishing ____

____ - 5 Hiking / Trekking ____

____ - 6 Horse / Camel riding ____

____ - 7 Cultural tours ____

____ - 8 4x4 trails

____ - 9 Nature / Landscape touring

____ - 10 Historical/Archaeological sites

____ - 11 Adventure sports

____ - 12 Bird watching

____ - 13 Ballooning/Pleasure flights


____ - 15 None [skip to q35]

34a) Which of these activities would you regard as the MAIN activity of your visit?

___________________________ [‘None’ is a valid response]

44

35) How did you travel around Namibia? [Multiple responses are allowed]

____ - 1 Private car / 4x4 [Include borrowing a friends’/business’ car] ____

____ - 2 Hire car / 4x4 ____

____ - 3 Coach / Minibus tour ____

____ - 4 Guided 4x4 tour ____

____ - 5 Overland truck

____ - 6 Public transport

____ - 7 Railway (within Namibia)

____ - 8 Desert Express Train

____ - 9 Air (within Namibia)

____ - 10 Motorbike/Bicycle


EXPENDITURE

I am now going to ask you some questions about how much money you spent in Namibia.

We will use this information to estimate how important tourism is in our economy. Your

answers will be confidential.

36) I would now like you to think about how much you spent on your trip. Do you prefer to

only talk about your own expenditure or would you like to include the expenditure of the

people you are travelling with? ____

____ - 1 For myself only [skip to q38]

____ - 2 For myself and my spouse/partner [go to q37]

____ - 3 For myself and my family/group [go to q37]

37) How many people are in the group you are reporting the expenditure for?

Number of people: ___________ ____

38) Did you travel to Namibia on a package that you purchased before you travelled here? [Packages will mainly be purchased by leisure/holiday

tourists. For other purposes of visit, probe to ensure they

bought a package that was put together by a tour operator.] ____

____ - 1 Yes [go to q38a]

____ - 2 No [skip to q39]

38a) How much did you spend on the package?

Amount: _________________ ____

Currency: _____________________ [write out the name of the

country and currency] ____

38b) What was included in the package? [tick all that apply]

____ - 1 Flight ____

____ - 2 Accommodation ____

____ - 3 Tours ____

____ - 4 Other (please specify): _____________________ ____

45

38c) Does this package include travel in any countries other than Namibia? ____

____ - 1 Yes [Go to q38c(i)]

____ - 2 No [Skip to q39]

38c(i) How many nights were spent in Namibia? [Number must be

equal to or less than Q20] ____

Number of nights __________

38c(ii) How many nights were spent in other countries? ____

Number of nights ________

[Please note that the following questions refer to money

spent for this trip, OUTSIDE of a package purchased before

arriving in Namibia. DO NOT include any package tour

spending already reported in Q38.]

39) [If q24 = 1 OR Interview is at an airport]. How much did you

spend on your air ticket?

Amount: _________________ [‘Zero’ is a valid response] ____

Currency: _______________ [write out the name of the country and

currency] ____

40) How much did you spend on accommodation whilst in Namibia?



currency] ____

40a) Did you pay for any accommodation before arriving in Namibia?

____ - 1 Yes [Go to q40a(i)] ____

____ - 2 No [Skip to q41]

40a(i) How much did you spend?

Amount: _________________ ____

Currency: _____________________ [write out the name of

the country and currency] ____

41) How much did you spend on food and drink whilst in Namibia?



currency] ____

46

42) How much did you spend on transport whilst in Namibia?


Currency: _______________ [write out the name of the country and currency] ____

42a) Did you pay for any transport you have taken whilst in Namibia before arriving

here?

____ - 1 Yes [Go to q42a(i)] ____

____ - 2 No [Skip to q43]

42ai) How much did you spend?

Amount: _________________ ____



43) How much did you spend on organised tours whilst in Namibia?



currency] ____

43a) Did you pay for any organised tours before arriving in Namibia?

____ - 1 Yes [Go to q43a(i)] ____

____ - 2 No [Skip to q44]


Amount: _________________ ____



44) How much did you spend on leisure and entertainment whilst in Namibia?



currency] ____

45) How much did you spend on shopping whilst in Namibia?



currency] ____

47

46) How much did you spend on capital purchases, such as a house, land or vehicle whilst in

Namibia?



currency] ____

46a) Did you pay for any capital purchases before arriving in Namibia?

____ - 1 Yes [Go to q46a(i)] ____

____ - 2 No [Skip to q47]


Amount: _________________ ____



47) How much did you spend on other goods and services whilst in Namibia?



currency] ____

OPINIONS

48) How did you find the cost of travel in Namibia? ____

____ - 1 More expensive than I expected

____ - 2 About the same as I expected

____ - 3 Less expensive than I expected

49) Did you book any accommodation through Namibia Wildlife Resorts? ____

____ - 1 Yes [Enum: go to q49a]

____ - 2 No [Enum: skip to q50]

49a) How satisfied were you with this service? ____

____ - 1 Highly satisfied

____ - 2 Satisfied

____ - 3 Unsatisfied

____ - 4 Highly unsatisfied

50) [Please show the flash cards] How would you rate your visit to Namibia? ____

____ - 1 Very enjoyable

____ - 2 Enjoyable

____ - 3 Fair

____ - 4 Disappointing

____ - 5 Very disappointing

48

51) [Please show the flash cards] Would you recommend Namibia to friends,

relatives or colleagues at home? ____

____ - 1 Yes, definitely

____ - 2 Yes, probably

____ - 3 Possibly

____ - 4 No, probably not

____ - 5 No, definitely not

52) What were the highlights of your visit to Namibia?

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

__________________________________________________

53) What were your worst experiences or disappointments?

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

__________________________________________

54) What do you feel Namibia needs to do, if anything, to improve as a tourist destination?

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

__________________________________________

55) What is your nationality?

_______________________________________________

[Enum: Thank the respondent for their cooperation and time]

Finish time: ______________ [HH:MM – Use 24 Hour clock] ____

Level of cooperation: ____ - 1 LOW ____ - 2 MEDIUM ____ - 3 HIGH ____

49

APPENDIX D: FLASH CARDS Flash Cards are used during the interview process to speed up respondent’s answers. For example, it is quicker and easier to ask: “Can you point to the age group you are in?”, rather than ask: “Please could you tell me your age?”. The former is less sensitive, and allows the respondent to indicate an age range rather than a specific age. Similarly, when asking purpose of visit, it is quicker to ask a respondent to point to their purpose of visit than ask them their trip purpose, as they can instantly see the categories and point to the one that fits their situation the best. Flash Cards are also useful for reminding respondents about what (for example) they have done whilst in Namibia, by providing a list of activities that they may otherwise have forgotten about. Consequently, Flash Cards have been used for all questions were respondents can be usefully assisted with a range of answers.

50

Age Group (q17a & q18) 0 - 5 6 - 11 12 – 17 18 – 29 30 – 39 40 – 49 50 - 59 65 or older

51

MAIN Purpose of Visit (q23) 1…Holiday/Leisure/Recreation 2…Visiting Friends or Relatives 3…Business / Conference 4…Transit 5…Other

52

What attracted you to Namibia? (q27) 1………...Culture 2………...Climate 3………...Curiosity 4………...Diversity of attractions 5………...Safety and security 6………...Community-based Conservancies 7………...Sense of space 8………...Scenery 9...........Tranquillity 10………Value for money 11……...Wildlife 12……...Shopping 13……...Medical facilities 14.........Infrastructure 15……...Other

53

What types of accommodation did you stay in whilst visiting Namibia? (q32) 1.............Hotel 2.............Guesthouse / Pension / B&B 3.............Lodge / Tented Lodge 4.............Guest Farm 5.............Conservancy Accommodation 6.............Backpackers Accommodation / Hostel 7.............Self-Catering/Rented Accommodation 8.............Friends and Family 9.............Camp Site 10...........In Vehicle / Rooftop Tent 11...........Other (please specify)

54

Activities engaged in whilst visiting Namibia (q34) 1……… Shopping 2……… Game Viewing 3……… Hunting 4……… Fishing 5……… Hiking/Trekking 6……… Horse/Camel Riding 7……… Cultural Tours 8……… 4x4 Trails 9……… Nature/Landscape Touring 10…… Historical/Archaeological Visits 11…… Adventure Sports 12…… Bird Watching 13…… Ballooning/Pleasure Flights 14...... Other (please specify) 15……. None

55

How would you rate your visit to Namibia? (q51) 1……… Very Enjoyable 2……… Enjoyable 3……… Fair 4……… Disappointing 5……… Very Disappointing

56

Would you recommend Namibia to friends, relatives or colleagues at home? (q52) 1……… Yes, definitely 2……… Yes, probably 3……… Possibly 4……… No, probably not 5……… No, definitely not

57

APPENDIX E: BACKGROUND RESEARCH

E.1 LITERATURE REVIEW

The following documents have been reviewed as part of the preparation for undertaking the

2012/13 Tourist Survey:

Tourist Statistical Report 2010

Ministry of Environment and Tourism, 2011

Visitor Exit Survey 2002


Oshikango visitor Survey, 2001

Namibia Tourism Development Programme, MET, 2002

Namibia Visitor Survey 1996-97


E.2 MEETINGS

Sem Shikongo, Director of Tourism, Ministry of Environment and Tourism

Thursday 15th March 2012

Key points of the meeting:

1. Emerging markets: there was considerable discussion about Brazil, Russia, India and China

(BRIC). MET are looking at ways of developing routes for tourists to Namibia without

transiting JNB (e.g. North America via Accra and eastern markets such as China via Nairobi).

Regionally, the new Air Namibia flight starting in March that will link Windhoek with

Gaborone is positive. Whilst the BRIC markets are currently small, it is important to make

allowances somewhere in the questionnaire to capture air traveller routings to and from

their country of residence.

2. Timing of surveys: The Director was happy with the proposed schedule of June,

September and December for the surveys.

3. Statistics: MET is currently working hard to get the 2011 statistics report compiled. This

should be available in 2012, and therefore can be used for weighing the survey data.

4. Press: The Director would like a press conference in May to raise the profile of the survey,

and ensure it gets support from other government departments if required. This potentially

could be Friday May 4th. (This has not taken place to date – it was agreed that the Director

58

would lead this. It can still take place at a later date if the Director wishes)

5. The Minister: The Director stated that he will try to organise a meeting for the Team with

the Minister during the next few days. This will essential be a courtesy call. (This has not

taken place – but can be convened at the wishes of the Director in the future).

Marta Awala, Research Manager, Namibia Tourism Board

Monday 19th March 2012


1. General: a general discussion of the Tourist Survey was held, with Kevin Millington

outlining the key milestones, the interview locations, and the sample size. He also made a

request for comments from NTB on the data collection instrument when the Draft Survey

Design report is circulated at the end of the month. (These were provided by NTB and were

useful).

2. NTB Statistics Roles: Marta Awala explained the roles of NTB with regards to tourism

statistics - liaising with MET on the Annual Statistics Reports, compiling monthly

accommodation statistics from the levy returns, and working with WTTC on the TSA.

3. Statistics for Sample Weighing: Discussion regarding the requirement of a table of 2011

statistics for the weighing of the sample. When the 2011 statistics are compiled, it will be

useful to have a table showing border posts by month for weighting purpose. This was

noted.

Gitta Paetzold, CEO, Hospitality Association of Namibia

Tuesday 20th March 2012


1. Overview of HAN Activities: growing organisation with an increasing diversity of types of

accommodation being represented. This brings with it certain difficulties as large hotels

have different needs to small guesthouses.

2. Review of Questionnaire: the questionnaire was reviewed, in particular with special

attention to the sections relating to accommodation and key drivers for selecting Namibia as

a tourist destination. Overall the questionnaire was approved. The addition of an

accommodation category of “Sleep in vehicle/rooftop tent” was added.

59

Inception Meeting, MCA-N

Wednesday 14th March 2012 (14:30 – 16:00), MCA-N Board Room 6th Floor

Present:

Name Organisation

Indongo Indongo MCA-N

Kandi Shejavali MCA-N

Hilya Shikongo MCA-N

Johann Botha MCA-N

Paulus-Shali Amweelo MET

Bennett Kahuure MCA

Kevin Millington Acorn

Jon Barnes Acorn

Randolph Mouton SIAPAC

Absent with Apologies:

Name Organisation

Eline van der Linden MCA-N

1. Agenda Items

1.1 Welcoming

Mr. Indongo Indongo, Chairperson of the meeting, officially opened the meeting and

requested Ms. Kandi Shejavali to do the welcoming. Ms. Shejavali officially welcomed all

participants to the meeting. She emphasized the importance of the study and wished all a

good project implementation period.

1.2 Procurement Procedures

Mr. Johann Botha, MCA-N Procurement Director clarified the following procurement and

contractual issues to the meeting:

The consultant is responsible to implement the project as per the contract. Any

amendments to the agreement need to involve the Procurement directorate.

Substantial extensions to deadlines must involve the Procurement Office. Verbal or

written agreement with Technical Staff to extend deadlines are not valid until such a

time when an amendment to the contract is made with the involvement of the

Procurement directorate.

VAT needs to be paid by the Consultants. It is therefore necessary to register as a

VAT vendor with Namibia’s Inland Revenue and open a local account.

60

1.3. Introduction to the Overview of MCA-N Tourism Project

Mr. Bennett Kahuure, Tourism Project Manager, MCA-N gave a detailed overview of MCA-

N’s Tourism Project.

1.4 Key Contact, Responsibilities and Communications

As contract manager, Mr. Indongo Indongo is the consultant’s main contact person at MCA-

N. Ms. Shejavali provides overall supervision and will act on behalf of Mr. Indongo in his

absence. Ms. Ndeutalala Amulungu will act in the absence of Mr. Indongo and Ms. Shejavali.

Ms. Hilya Shikongo, Procurement Manager, MCA-N is the consultant’s main contact person

for contractual and procurement issues. All contractual issues will first be discussed and

agreed upon between MCA-N’s Technical Team and the Consultants and then be discussed

with the Procurement Office for to reflect/effect changes in a contract amendment.

Mr. Kevin Millington is the main contact for the Consultants. Mr. Mouton is the Local

Coordinator and will act in the absence of Mr. Millington. First point of contact is Mr.

Millington followed by Mr. Mouton.

It is the responsibility of the Consultant to strictly respect delivery dates. MCA-N’s turn-

around time with regards to comments is 5 days, unless otherwise agreed.

1.5 Reporting Requirements

All deliverables are time-bound.

Meetings need to be held with Ministry of Environment and Tourism (MET), Namibia

Tourism Board (NTB) and Hospitality Association of Namibia (HAN). It was agreed that these

meetings will take place before Mr. Millington returns to the UK, to the extent that all

parties are available.

An Out-Briefing Meeting will be held on Tuesday, 20 March 2012 from 14:30 to 15:00.

Based on the seasonality of tourists’ arrivals, it was agreed that the Consultants will look into

the possibility of visiting all seven sites during the three survey periods. In addition, based

on the numbers of tourists per site, it was agreed to exclude Ngoma and Walvis Bay harbour.

Four Field Survey Reports need to be prepared; one report after each of the survey periods

and one report providing an overall report that covers all periods.

The Consultants will inform Mr. Indongo of data needs. Mr. Indongo will share this data

request with Mr. Paulus-Shali Amweelo who will make such data available to the extent that

it is available.

61

All relevant reporting dates need to be included in the Draft and Final Survey Design reports.

All reports will include all required components as per the Terms of Reference.

1.6 Invoicing Procedure and Format

MCA-Ns practices with regards to invoicing were shared with the Consultants.

1.7 Setting Dates for Mobilisation Phase (meeting with stakeholders)

The planned workshop to engage stakeholders will be replaced during mobilisation by an

electronic discussion via web-space, mainly because it is more effective an efficient.

However, the Consultant needs to consider a workshop/meeting with stakeholders if the

web-space interaction turns out to be ineffective.

1.8 Any Other Business

The Consultants will prepare a draft letter informing relevant partners and stakeholders

about the survey and requesting their cooperation. This letter will be placed on MET letter

head, signed by the relevant authorising officer within MET and made available to the

Consultants. The Consultants will circulate the letter to the relevant partners and

stakeholders.

1.9 Closing

Mr. Indongo officially closed the meeting.

62

APPENDIX F: LIST OF DATA COLLECTION TEAM MEMBERS

Names of Team Members Position Language 1 Brandon Bock - Ariamsvlei & Noordoewer Border Post Field Manager Afrikaans/English/Nama

2 Peter Mbangu - Buitepos/Walvis Bay Airport Field Manager Afrikaans/English/Rikwangali

3 Jeany Auala - Oshikango & Caprivi Border Post Field Manager Afrikaans/English/Oshiwambo

4 Jonas Kapanga - Hosea Kutako Airport Field Manager Afrikaans/English/Oshiwambo

Team Caprivi Wenela border post (1 Sup + 2 Enum)

5 Desmond Kamwi Supervisor English/Silozi

6 Deltin Simaata Enumerator English/Silozi

7 Vincent Sitali Enumerator English/Silozi

Team Oshikango Border (1 Sup + 3 Enum)

8 Raukinen Katshuna Supervisor English/Oshiwambo

9 Mariza Gouveia Enumerator English/Portuguese

10 Leonard Auala Enumerator English/Oshiwambo

11 Ramos Mandema Enumerator English/Portuguese

Team Walvis Bay Airport (1 Sup + 3 Enum)

13 Chatling Rorrison Supervisor Afrikaans/English/German

14 Brenda Oarum Enumerator Afrikaans/English/Damara

15 Fillemon Shijavali Enumerator Afrikaans/English/Oshiwambo

16 Eino Kambonde Enumerator Afrikaans/English/Oshiwambo

Team Windhoek Hosea Kutako Airport (1 Sup + 5 Enum)

17 Daizy Gamxamus Supervisor Afrikaans/English/Nama/German

18 Jacoba van der Westhuizen Enumerator Afrikaans/English/Nam/German

19 Ephraim Ihemba Enumerator English/French

20 Ildefons Chimbaya Enumerator English/Oshiwambo/Portuguese

21 Aurora Mandema Enumerator English/Portuguese

22 Blaine Booys Enumerator English/Portuguese

Team Ariamsvlei (1 Sup & 2 Enum)

23 Jarion Brandt Supervisor Afrikaans/English

24 Marius Cleote Enumerator Afrikaans/English/Nama

25 Beaurencia Eises Enumerator Afrikaans/English/Nama

Team Noordoewer (1 Sup & 3 Enums)

26 Isaak Gowaseb Supervisor Afrikaans/English/Nama

27 Dennis Gowaseb Enumerator Afrikaans/English/Nama

28 Erykah Noabes Enumerator Afrikaans/English/Nama

29 Queenie Brunzel Enumerator Afrikaans/English/Nama

Team Buitepos (1 Sup & 3 Enum)

30 Patrick Bock Supervisor Afrikaans/English/Nama

31 Geraldine Tjaimi Enumerator Afrikaans/English/Otjiherero

32 Kelebogile Mosimane Enumerator Afrikaans/English/Setswana

33 Jacob Gariseb Enumerator Afrikaans/English/Nama

63

APPENDIX G: CLEARANCE LETTERS FOR INTERVIEWERS

Draft letter from MET to the Ministry of Home Affairs and Immigration

Border Clearance

Re: Namibia Tourism Exit Survey 2012-2013

This letter is written to inform you of survey activities that will be taking place at Namibian

border posts and to request your support.

With tourism being one of the leading contributors to the Namibian economy and tourism

statistics being the primary source of information to determine the performance of the

tourism sector, Ministry of Environment and Tourism (MET) and the Namibian tourism

industry have identified the need for the timely collection of tourism-related statistics. With

this in mind, MET, with technical and financial support from the Millennium Challenge

Account Namibia (MCA-N), has commissioned the 2012-2013 Namibia Tourist Exit Survey.

Acorn Tourism Consulting, in partnership with SIAPAC, has been contracted by MCA-N to

carry out the survey on behalf of MET.

The main function of the Namibia Tourist Exit Survey 2012-2013 is to provide up-to-date,

reliable, and comprehensive information on foreign visitors to Namibia. It is expected that

the information elicited through this data collection exercise will help compare past trends

and set new benchmarks for the tourism industry, especially with respect to tourist

behaviour, expenditures and visitor satisfaction/perceptions. It will also improve the

compilation of National Accounts, Balance of Payments and Tourism Satellite Accounts

statistics and will be of use to all stakeholders for planning and development of tourism

enterprises, marketing and promotion, allocation of funds for tourism development and

conservation and general planning for the sustainable and competitive growth of the

Namibian tourism sector.

Given that the survey will be administered at Namibian border posts, over which your good

office has jurisdiction, MET humbly requests your support in the implementation of this

survey. Your support is needed in terms of informing your staff at the below land border

posts/airports about this study and requesting them to provide their support and

collaboration to survey officials:

1. Hosea Kutako International Airport

2. Walvis Bay International Airport

3. Buitepos Border Post

4. Wanela Border Post

5. Oshikango Border Post

6. Ariamsvlei Border Post

7. Noordoewer Border Post

64

The current plan is for the survey to be carried out across three survey periods as per the

table below:

Border Post May/Jun 2012 Sep/Oct 2012 Dec/Jan

2012/2013 Total number of interviews

Hosea Kutako International Airport 900 1,200 900 3,000


Buitepos 200 150 150 500

Wanela 200 150 150 500

Oshikango 200 200 100 500

Ariamsvlei 250 0 250 500

Noordeuwer 250 375 375 1,000

Total 2,300 2,075 2,125 6,500

Thank you in advance for your support.

The contact person at MCA-N for the survey and other related M&E activities pertaining to

the tourism marketing activities is Mr. Indongo Indongo, Manager M&E, reachable at 081

128 2049 or [email protected]. Should you have any need for clarification, please

do not hesitate to contact him or the Namibia Tourist Exit Survey Manager, Mr. Randolph

Mouton, at 081 718 2966 or [email protected].

Please accept the assurance of my highest consideration.

Yours sincerely,

________________________________________

Amb. Patrick Nandago

Permanent Secretary

mailto:[email protected]


65

Draft letter from MET to the Namibia Airports Company

Flight Schedule

Re: Namibia Tourism Exit Survey 2012-2013

This letter is written to inform you of survey activities that will be taking place at Namibian

border posts and to request your support.

With tourism being one of the leading contributors to the Namibian economy and tourism

statistics being the primary source of information to determine the performance of the

tourism sector, Ministry of Environment and Tourism (MET) and the Namibian tourism

industry have identified the need for the timely collection of tourism-related statistics. With

this in mind, MET, with technical and financial support from the Millennium Challenge

Account Namibia (MCA-N), has commissioned the 2012-2013 Namibia Tourist Exit Survey.

Acorn Tourism Consulting, in partnership with SIAPAC, has been contracted by MCA-N to

carry out the survey on behalf of MET.

The main function of the Namibia Tourist Exit Survey 2012-2013 is to provide up-to-date,

reliable, and comprehensive information on foreign visitors to Namibia. It is expected that

the information elicited through this data collection exercise will help compare past trends

and set new benchmarks for the tourism industry, especially with respect to tourist

behaviour, expenditures and visitor satisfaction/perceptions. It will also improve the

compilation of National Accounts, Balance of Payments and Tourism Satellite Accounts

statistics and will be of use to all stakeholders for planning and development of tourism

enterprises, marketing and promotion, allocation of funds for tourism development and

conservation and general planning for the sustainable and competitive growth of the

Namibian tourism sector.

Given that the survey will be administered at two of Namibia’s airports, MET humbly

requests your support in the implementation of this survey in light of your office’s role in

managing Namibia’s airports. Please note that the Ministry of Home Affairs and Immigration

(MHAI) has similarly been informed about this survey and requested to provide their support

and collaboration. Your support is needed in terms of informing your staff at the below-

mentioned airports about this study and requesting them to provide their support and

collaboration to survey officials:

1. Hosea Kutako International Airport (HKIA)

2. Walvis Bay International Airport (WBIA)

The current plan is for the survey to be carried out across three survey periods as per the

table below (the survey will also be taking place at certain land border posts):

66

Border Post May/Jun

2012 Sep/Oct 2012

Dec/Jan 2012/2013

Total number of interviews

Hosea Kutako International Airport 900 1,200 990 3,000


Total 1,000 1,000 1,000 3,500

In addition to informing your staff and requesting their support, essential to this study is for

the survey team to know the flight schedules for the time periods when the survey will be

conducted at HKIA and WBIA. It would be greatly appreciated if you would please avail this

information to the Survey Manager, Mr. Randolph Mouton (see contact details below).

Thank you in advance for your support.

The contact person at MCA-N for the survey and other related M&E activities pertaining to

the tourism marketing activities is Mr. Indongo Indongo, Manager M&E, reachable at 081

128 2049 or [email protected]. Should you have any need for clarification, please

do not hesitate to contact him or the Namibia Tourist Exit Survey Manager, Mr. Randolph

Mouton, at 081 718 2966 or [email protected].

Please accept the assurance of my highest consideration.

Yours sincerely,

________________________________________

Mr. Ben Biwa

Chief Executive Officer



67

ANNEX H: BANNERS AND T-SHIRT DESIGNS

68

APPENDIX I: MONITORING FORMS (RESPONDENT SCREENING AND REFUSALS)

Name of interview post: ____________ Name of Interviewer: _____________

Date of interview attempt: ___________ Time of interview attempt:_________

My name is _________________. I am part of a local research firm called SIAPAC conducting a Tourism Exit Survey for

Namibia. The purpose of the survey is to learn more about visitors to our country and how we can improve their experience. We

will therefore ask questions about your travels in Namibia. Your honest views and opinions are appreciated. However, if you are

uncomfortable and do not want to participate in this discussion, please feel free to say so. Your refusal to participate will not in any

way affect you. If you agree to participate and feel uncomfortable discussing a particular point, we can skip it and move on. Please

note that all information solicited will be kept totally confidential and anonymous and will not in any way or form be linked back to

you. Your participation is therefore greatly appreciated.

Do you agree to participate: ____1) Yes ____ 2) No

If ‘no’ to all questions, then it means that you have an eligible tourist that can be

interviewed. Please indicate that questionnaire number for the eligible interview:

_________________


____1) Yes ____ 2) No [If yes, terminate interview]







*************************************************************************************************************************************************************************************************************************************** ****************

Name of interview post: ____________ Name of Interviewer: _____________

Date of interview attempt: ___________ Time of interview attempt:________

Repeat introduction and ethical protocol as per the above.

Do you agree to participate: ____1) Yes ____ 2) No

If ‘no’ to all questions, then it means that you have an eligible tourist that can be

interviewed. Please indicate that questionnaire number for the eligible interview:

_________________









*******************************************************************************************************************************************************************************************************************************************************

69

Number of Refusals and Reasons for Refusals

2012 – 2013 Namibia Tourist Exit Survey

Name of interview post: ______________________________

Name of Interviewer: ______________________________

Checked by Supervisor when page is full: ______________________________ (name of Supervisor)

Date checked by Supervisor: ______________________________

Checked by Field Manager: ______________________________

Date checked by Field Manager: ______________________________

Numbering

of refusals

Date of

refusal

Time of

refusal

Reason for refusal

70

APPENDIX J: INTERVIEWER TRAINING PROGRAMME AND ASSESSMENT

Time Activities Who

Day 1: Monday, 7 May 2012

8:30 - 9:00 Registration B. Bock

9:00 - 9:30 Welcoming and Introductions and Agenda R. Mouton

9:30 - 10:30 Expectations of Training and Training Norms – Training Objectives

R. Mouton

10:30 - 11:00 Tea Break

11:00 - 11:15 Background to MET (context and importance of survey)

MET

11:15 - 11:30 Background MCA-N – (context and important of survey)

MCA-N

11:30 - 13:00 Logistics, Training Contracts: Explanation, Comments, Questions and Answers, and Signing of Training Contracts

R. Mouton

13:00 - 14:00 Lunch Break

14:00 - 15:30 Introduction to Research (quantitative & qualitative & validity and reliability)

R. Mouton

15:30 - 15:50 Tea Break

15:50 - 16:50 Introduction to Questionnaire K. Millington

16:50 - 17:00 Recap B. Bock

71

Time Activities Who

Day 2: Tuesday, 8 May 2012

8:30 - 9:00 Recap of lessons learned previous day R. Mouton

9:00 - 10:30 Questionnaire familiarisation R. Mouton

10:30 - 11:00 Tea Break

11:00 - 13:00 Questionnaire familiarisation K. Millington


14:00 - 15:30 Questionnaire familiarisation R. Mouton

15:30 - 15:50 Tea Break

15:50 - 16:50 Interview techniques and role plays P. Mbango

16:50 - 17:00 Recap B. Bock

Time Activities Who

Day 3: Wednesday, 9 May 2012

8:30 - 9:00 Ethical Protocol R. Mouton

9:00 - 9:30 Sampling and screening on interviewees K. Millington

9:30 - 13:00 Questionnaire familiarization and role plays R. Mouton


14:00 - 15:30 Role-plays B. Bock

15:30 - 15:50 Tea Break

15:50 - 16:50 Questionnaire familiarization and preparation for pre-test

R. Mouton

16:50 - 17:00 Recap B. Bock

72

Time Activities Who

Day 4: Thursday, 10 May 2012

8:30 - 9:00 Depart from Training Venue for Pilot Test Team

9:00 – 13:00 Pilot Test Team


14:00 - 15:30 Pilot Test Team

15:30 - 15:50 Tea Break

15:50 - 16:50 Pilot Test Team

16:50 - 17:00 Travel back to Windhoek P. Mbangu

Time Activities Who

Day 5: Friday, 11 May 2012

8:30 - 13:00 Discuss outcome of Pilot Test R. Mouton


14:00 - 15:30 Do’s and don’ts during fieldwork P. Mbangu

15:30 - 15:50 Tea Break

15:50 - 17:00 Assessment of all Trainees

(see Section 4.6 below) R. Mouton

Time Activities Who

Day 6: Saturday, 12 May 2012

Questionnaires go for printing

8:30 – 13h00 Translations R. Mouton


14:00 - 15:30 Translations R. Mouton

15:30 - 15:50 Tea Break

15:50 - 16:50 Translations R. Mouton

16:50 - 17:00 Inform those trainees who will be requested to be on stand-by

R. Mouton

73

Time Activities Who

Day 7: Monday, 14 May 2012

8:30 - 11:00 One day training with Field Managers and Supervisors only

R. Mouton

11:00 - 13:00 Training in team management, client liaison, planning, quality control, reporting and monitoring

K. Millington



R. Mouton

15:30 - 15:50 Tea Break


K. Millington


R. Mouton

74

Training Assessment 1) What is the main objective of the Tourist Exit Survey? (1)

____________________________________________________________________________________________________________________________________________

2) What is meant by validity of data? (2)

____________________________________________________________________________________________________________________________________________

3) What is meant by reliability? (2)

____________________________________________________________________________________________________________________________________________

4) What is the definition of a tourist? (2)

____________________________________________________________________________________________________________________________________________

5) Who should be interviewed as part of the Tourist Exit Survey? (3)

____________________________________________________________________________________________________________________________________________

6) Who should not be interviewed as part of the Tourist Exit Survey? (4)

____________________________________________________________________________________________________________________________________________

7) What is the total sample size for this survey? (1)

__________________________________________________________________________________________________________________________________________

8) Which border posts are included in this survey? (7) __________________________________________________________________________________________________________________________________________

9) How many survey periods are there? (1)

__________________________________________________________________________________________________________________________________________

10) Questionnaire specific questions (to be developed closer to the time when

questionnaire is finalised).

Documents

Final Survey Design Report - MCA Namibia · 6 1. INTRODUCTION 1.1 Overview This is the third report of the Namibia Tourist Exit Survey 2012-13. It updates the Draft Survey Design