Visitor Attitudes and         Opinions of theGlisteningXmas Market Survey results and implications                  Decemb...
Data CollectionSample size                                                       Age Distribution                         ...
Key findings    1. Is drinking punsch your main reason for being here? (N=420)                           YES              ...
Key findings3. Do male and female visitors differ regarding the image they hold aboutGlisteningXmas? (N=420)              ...
Key findings4. Which aspects drive the intention to recommend the GlisteningXmas marketto others? Are there differences be...
Conclusions & RecommendationsConclusions:      About 1 in 2 visitors of the GlisteningXmas market comes to „drink Punsch“....
Upcoming SlideShare
Loading in …5
×

Visitor Attitudes and Opinions of the GlisteningXmas Market - Survey Results and implications

438 views

Published on

The purpose of this presentation is to evaluate the results of a survey carried out among visitors of a Viennese Christmas market regarding their opinions, attitudes and satisfaction level with various aspects related to the market. The name of the Christmas market has been changed for privacy reasons.

Published in: Lifestyle, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
438
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Visitor Attitudes and Opinions of the GlisteningXmas Market - Survey Results and implications

  1. 1. Visitor Attitudes and Opinions of theGlisteningXmas Market Survey results and implications December 2011
  2. 2. Data CollectionSample size Age Distribution older than 55 younger thanN (total)= 420 46 - 55 years years 25 years 12% 12% 25%Demographics 36 - 45 years 18% 25 - 35 years 33%Gender: 59% female, 41% maleNationality: 74% Austrians, 26% other nationalitiesHighlights Residence68% are first-time visitors, 32% repeated visitors outside Austria 26% Vienna37% know GlisteningXmas from friends and family 50% surrounding area of Vienna38% come every year (up to 25 km) 24%
  3. 3. Key findings 1. Is drinking punsch your main reason for being here? (N=420) YES NO There is no statistically total 45.70% 54.30% significant difference between first-time and % of entire sample repeat visitors. 2. Which aspect of a Christmas market is the most important to Austrian residents? (N=268) Very unimportant =1* Very important=4 For Austrian residents, the quality of gastronomy is Quality of gastronomy 3,7 the most important aspect of a Christmas market. Variety of handicrafts 3,2 On average, their Musical programme 3,0 satisfaction with this aspect is 3,5 (on a scale*reversed scales from 1 to 4).
  4. 4. Key findings3. Do male and female visitors differ regarding the image they hold aboutGlisteningXmas? (N=420) christmassy rather christmassy rather trashy trashy total 35% 57% 7% 1%female 58% 34% 8% male 91% 7% 2% Women and men differ in their image of the GlisteningXmas market. Women perceive it as „more christmassy“ than men do.
  5. 5. Key findings4. Which aspects drive the intention to recommend the GlisteningXmas marketto others? Are there differences between Viennese guests and other Austrianguests or foreign visitors? (N=420) Intention to recommend Satisfaction with the quality of gastronomy andSatisfaction with the the music programme arequality of gastronomy drivers for the intention toSatisfaction with the recommend.variety of handicrafts Satisfaction with these 2Satisfaction with the aspects is high amongmusic programme visitors.Austrian guests compared Where people live doesto Viennese guests not predict the intention to recommend.Foreign visitors comparedto Viennese guests predictor no predictor
  6. 6. Conclusions & RecommendationsConclusions: About 1 in 2 visitors of the GlisteningXmas market comes to „drink Punsch“.For Austrians, the quality of the gastronomy is the most important aspect of the market. Women perceive GlisteningXmas as „more christmassy“ than men do. Satisfaction with the quality of gastronomy and the music programme are drivers for the intention to recommend.Recommendations: • increase the variety of „Punsch“ flavours and keep a high quality of the products • periodically check the quality of gastro products to ensure a constant high level of quality and drive word-of-mouth propaganda • find attractive offerings for men, especially with regard to gastronomy variety • keep a high quality of the musical programme offered to ensure high satisfaction and drive word-of-mouth propaganda.

×