Market analysis of tourism 2006-2007

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Market analysis of tourism 2006-2007

  1. 1. Tourism 2008:2 Market analysis of tourism 2006-2007 1. Summary New method The results of a new market analysis of tourism with figures for the years 2006 and 2007 are hereby published. The analysis has been conducted by Statistics Greenland in coopera- tion with Air Greenland and the Greenland Airport Authority. The analysis is based on a data acquisition method which was introduced in 2006. The method does not ensure that all tourists on commercial airlines receive a questionnaire. Statistics Greenland is not currently able to assess the degree of coverage of the random sample and it is therefore not possible for Statistics Greenland to make an estimate of how many tourists in total visited Greenland in 2006 and 2007. Work is being done to improve the method so that from 2009 it will be possible to make an accurate estimate of the total number of tourists travelling by commer- cial airline. High rate of response The figures in the publication are based on the questionnaire which since the beginning of 2006 has been handed out by the personnel at check-in to tourists departing Greenland on commercial flights. 19,258 and 19,868 questionnaires were handed out to tourists (non-res- ident) in 2006 and 2007 respectively. Of these, 9,670 and 9,878 questionnaires respectively were completed and returned to Statistics Greenland. The rate of response is thus around 50 percent in both years. This is normally regarded as a high rate of response and means that the results that appear in the publication should be regarded as relatively accurate. A degree of statistical uncertainty is, however, still associated with the figures. New knowledge The new survey generates new knowledge. Information is now available on tourists’ ex- penses during their stay broken down in relation to food and drink, entertainment and ex- cursions, gifts, etc., and transport during their stay. This information enables each tourist’s fiscal consumption per day to be calculated during their stay. In addition, tourists are asked to rate the most interesting aspect of their stay on a scale from 1 (lowest) to 5 (highest), and on the same scale to specify any wishes with regard to a possible future stay in the country. The new figures reveal that: - Tourists spent an average of approximately DKK 2,500 during their stay. This cor- responds to a daily spend of approximately DKK 250. - In general, tourists rated their stay at 3.7, with Greenland’s nature as the top-scorer at 4.7. - The major wishes of tourists with regard to a possible stay in Greenland in the fu- ture are opportunities to go on new excursions and to enjoy new experiences. Previous knowledge updated The survey has also enabled certain items of information to be updated with regard to how the make-up of tourists can be broken down in terms of nationality, age, type of accom- modation, etc. From the figures, it can be seen that: - The majority of tourists - in fact approximately 60 percent - are from Denmark - Half of the tourists are aged 50 or more - Half of the tourists visited Region Mid - The majority of tourists are on holiday or visiting friends and family - Private accommodation is the dominant type of accommodation
  2. 2. 2. Tourism in 2007 2007 In this section the main results of the market analysis of tourism 2007 are shown. The data which makes up the basis for the figures can be found in tables in section 4. It should be noted that not all questions are answered in the questionnaires returned. Several of the fig- ures shown will therefore contain a residual group designated Not specified. Season Tourism exhibits a clear seasonal pattern, cf. figure 1. The months of July and August rep- resent the high season and during these months almost 8,000, or approximately 45 percent, of all questionnaires were handed out. In the two adjacent months, June and September (the so-called shoulder season), the number of questionnaires handed out stood at approxim- ately 4,500, or around 25 percent of all questionnaires handed out. In the other months the number of tourists flattened out. Figure 1 Questionnaires handed out broken down by month Questionnaires 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Page 2 Markedsanalyse af turismen 2006-2007
  3. 3. Nationality Approximately 60 percent of the tourists were Danish, cf. figure 2. German, North Americ- an and British tourists each represented some 5 percent of the total. Figure 2 Tourists broken down according to nationality 60% 50% 40% 30% 20% 10% 0% Denmark Germany USA UK France Taiwan Other Age distribution The age distribution among the tourists surveyed can be seen in figure 3. As can be seen, around half of the tourists are aged 50 or over. Figure 3 Tourists broken down according to age 30% 25% 20% 15% 10% 5% 0% 0-9 years 10-19 years 20-29 years 30-39 years 40-49 years 50-59 years 60+ years Markedsanalyse af turismen 2006-2007 Page 3
  4. 4. Destination region The majority of tourists, around 50 percent, stayed in Region Mid, cf. figure 4. This was followed by 27 percent who stayed in Region East. In section 3 the division of towns in the various regions is specified. Figure 4 Tourists broken down according to region in which they stayed Not specified Region South 4% 2% Region East 27% Region North Region Mid 1% 49% Region Disko 17% Purpose The purpose of the trip to Greenland can be seen in figure 5. It can be seen that almost 60 percent of tourists visit Greenland with an actual holiday as their primary purpose. Approx- imately 15 percent of tourists are on a business trip. The remaining tourists are visiting friends and family, conferences, etc. It should be noted that many tourists often combine business and holiday, etc., and it can sometimes be difficult for the individual tourist to sep- arate these. Figure 5 Tourists broken down according to purpose of the trip 60% 50% 40% 30% 20% 10% 0% ay ne ss ds ied he r sit ce lid usi en eci f Ot  vi en Ho  f ri dy f er B a nd t sp Stu Co n ly  No mi Fa Page 4 Markedsanalyse af turismen 2006-2007
  5. 5. Type of accommodation Private accommodation with friends and family is the dominant type of accommodation and represents approximately 36 percent of accommodation in the sample, cf. figure 6. Ho- tels, seamen’s hostels, other hostels and youth hostels accounted for 26 percent of overnight stays. Figure 6 Tourists broken down according to type of accommodation Other 11% Ship/cruise 6% Private 36% Own tent 10% Tent/hut 3% Hostel 8% Hotel/Seamens Hostel 26% Daily consumption From 2006 onwards tourists were asked to provide an estimate of how much they spent during their stay, broken down into food and drink, entertainment and excursions, gifts, etc., and transport during their stay. It should be emphasised that this estimate does not in- clude the cost of the flight to Greenland or expenses related to overnight accommodation at hotels, etc. For both 2006 and 2007 the total average cost of the stay was approximately DKK 2,500. At the same time, tourists spent an average of approximately 10 days in Greenland. This means that the average amount spent per day (daily consumption) can be calculated as ap- proximately DKK 250. It should be underlined, however, that there are considerable vari- ations within this average. Markedsanalyse af turismen 2006-2007 Page 5
  6. 6. Rating As a new initiative, tourists were asked to rate their stay with regard to a number of cat- egories on a scale from 1 (lowest) to 5 (highest), cf. figure 7. The overall rating of the stay was 3.7. It was Greenland’s nature in particular that achieved a high rating and more than 90 percent of tourists rated this item highest. Figure 7 Rating of the stay High Population Medium Low Weather High Medium Low High History Medium Low High Wildlife Medium Low High Culture Medium Low High Nature Medium Low 0% 20% 40% 60% 80% 100% Page 6 Markedsanalyse af turismen 2006-2007
  7. 7. Wishes for the future Finally, tourists were asked to indicate their wishes with regard to a possible stay in the fu- ture, cf. figure 8. The primary requirement was for new excursions. Figure 8 Wishes with regard to a stay in the future Major Experience another season Medium Minor Better service Major Medium Minor Visit another Major region Medium Minor Lower prices Major Medium Minor Major overnight facilities Better Medium Minor Major excursions New Medium Minor 0% 10% 20% 30% 40% 50% 60% 70% 80% Markedsanalyse af turismen 2006-2007 Page 7
  8. 8. 3. Definitions and methods Definition Market analysis of tourism is based on the broad, internationally recognised definition of tourism that is used by the World Tourism Organisation (WTO). According to this defini- tion, tourism: comprises the activities of persons travelling to and staying in places outside their usu- al environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited. WTO’s definition does not only encompass people travelling on holiday, but also people visiting a country in connection with business or a course of study. Tourists are thereby also visitors who are staying in a country with the purpose of taking part in conferences, courses and study activities. Furthermore, the definition covers people travelling with the purpose of visiting friends and/or family. Information concerning tourists that arrive in Greenland by ship, primarily cruise ship tourists, is not included in the publication. Before 2006 Up until 2005 the method for acquiring data was as follows: All travellers – both the resid- ent population and tourists – departing from Greenland were given a questionnaire at check-in. The completed questionnaire was to be put into boxes provided prior to boarding, and by submitting the questionnaire, the traveller concerned was automatically entered in a prize draw. Typically, approximately 35-40 percent of the questionnaires were completed and submitted. By using the distribution between residents and tourists among the com- pleted questionnaires received and applying this to the total number of persons departing (based on the PAX figure), an estimate was made of the total number of tourists. This meth- od was subject to criticism, however, since it is to be expected that tourists are more likely to answer the questionnaire than the resident population. If this assumption is correct, it means that the figure for the total number of tourists has been overestimated. After 2006 From 2006 onwards the data acquisition method was thus revised. The new method is in principle designed as a total count of the overall number of tourists, whilst other informa- tion continues to be based on a random sample. All travellers departing Greenland are asked at check-in whether they are residents of Greenland or not. Only non-residents re- ceive a questionnaire and are requested to put the completed questionnaire in the boxes provided prior to boarding. The questionnaires are given a serial number which enables the total number of questionnaires for a particular period to be compiled. The number of ques- tionnaires handed out will ideally correspond to the total number of tourists. Since not all questionnaires are returned, information about gender, age, nationality, etc., is regarded as being sample-based. In addition to the revision of the method, questions were also added concerning the tourists’ daily fiscal consumption, which is a key piece of information when looking to develop an economic module for tourism, as well as qualitative questions con- cerning the tourists’ experience of their stay and wishes with regard to a possible stay in the future. Estimates It has been found that not all tourists receive a questionnaire, and therefore the method can- not be expected to provide an accurate total count of tourists. In 2006 and 2007, 19,258 and 19,868 questionnaires respectively were handed out to tourists. Of these, 9,670 and 9,878 questionnaires respectively were completed and returned to Statistics Greenland. The rate of response is thus around 50 percent in both years. This is normally regarded as a high rate of response and means that the results that appear in the publication should be regarded as relatively accurate. A degree of statistical uncertainty is, however, still associated with the figures. Applied division of regions Division of towns by region: – Region South: Nanortalik, Qaqortoq, Narsarsuaq, Narsaq, Ivittuut and Paamiut – Region Mid: Nuuk, Maniitsoq, Sisimiut and Kangerlussuaq – Region Disko: Kangaatsiaq, Qasigiannguit, Aasiaat, Ilulissat and Qeqertarsuaq – Region North: Uummannaq, Upernavik and Qaanaaq – Region East: Illoqqortoormiut, Tasiilaq and the settlement at Kulusuk, where the air- port is situated. Page 8 Markedsanalyse af turismen 2006-2007
  9. 9. 4. Tables Table 1 Number of questionnaires handed out broken down by month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 680 883 1,407 1,559 1,235 2,580 3,925 3,756 2,039 779 590 435 Table 2 Tourists broken down according to nationality Denmark UK Germany France Taiwan USA Other Total 5,717 368 593 259 70 550 2,061 9,618 Table 3 Tourists broken down according to age 0-9 years 10-19 years 20-29 years 30-39 years 40-49 years 50-59 years 60+ years 26 283 706 1,231 1,317 1,607 2,038 Table 4 Tourists broken down according to destination region Not spe- Region South Region Mid Region Disko Region North Region East cified 426 4,719 1,603 106 2,599 165 Table 5 Tourists broken down according to purpose of the trip Family and Not spe- Holiday friends Study visit Business Conference Other cified Total 5,244 1,004 232 1,525 225 335 466 9,031 Table 6 Tourists broken down according to type of accommodation Hotel/ Sea- men’s Ship/ Private Hostel Hostel Tent/hut Own tent cruise Other Total 28,617 20,505 6,373 2,136 7,667 4,947 8,988 79,233 Table 7 Rating of the stay Low Medium High Total Nature 390 177 6,760 7,327 Culture 1,281 1,741 3,411 6,433 Wildlife 1,579 1,380 3,134 6,093 History 1,518 1,774 2,855 6,147 Weather 1,431 1,539 3,395 6,365 Population 1,088 1,647 3,585 6,320 Table 8 Wishes with regard to a possible future stay Low Medium High Total New excursions 656 655 3,663 4,974 Better overnight facilities 2,208 777 818 3,803 Lower prices 1,164 1,031 2,467 4,662 Visit another region 669 780 3,523 4,972 Better service 2,203 891 776 3,870 Experience another season 804 841 3,054 4,699 Markedsanalyse af turismen 2006-2007 Page 9
  10. 10. Key: For more information, please contact … Information not available Gitte Lynge Rosing .. Information too unreliable to be quoted E-mail: glmi@stat.gl . Figures by their very nature not available 0 Less than half of the unit used Market analysis of tourism 2006-2007:1 - Zero * Provisional or estimated figure 2 July 2008 Statistics Greenland Postboks 1025 · 3900 Nuuk Tel.: +299 36 23 60 · Fax: +299 36 23 61 www.stat.gl · e-mail: stat@stat.gl

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