DYFI VALLEY PILOT VISITOR SURVEY 2002 Presentation to Dyfi Eco Valley Partnership November 2002

STRUCTURE OF PRESENTATION INTRODUCTION RESEARCH FINDINGS - Profile of Visitors - Profile of Visits - Reasons for Visit and Previous Visits - Facilities Used - Information Sources - Enjoyment of Visit - Perceptions of Dyfi Valley - Likelihood of Revisiting - The Environmental Visitor Centre SUMMARY AND CONCLUSIONS

INTRODUCTION

BACKGROUND & OBJECTIVES In 2002, pilot research commissioned to obtain information about visitors to the Dyfi Valley Purpose of survey: to give a picture of the profile, behaviour, characteristics & perceptions of visitors to the Dyfi Valley and to evaluate support for the proposed environmental Visitor Centre

METHODOLOGY Quantitative study involving two surveys: Street Survey A face-to-face street survey with a random sample of 300 visitors Two sampling points – Aberdyfi (200 interviews) & Machynlleth (100 interviews) Respondents aged 16 years and over Residents & those working in the area excluded

METHODOLOGY continued Visitors interviewed over cross-section of days of week Interviews 10 minutes duration Fieldwork conducted 18 October – 4 November 2002

METHODOLOGY continued Self-completion survey with interviewer accompaniment 3,000 self-completion questionnaires distributed to 11 outlets Poor response (7%) most likely due to time of year (maybe staff encouragement as well?) Fieldwork took place 18 October - 6 November Future recommendation would be just a face-to-face survey, if budget allows

METHODOLOGY continued Breakdown of response by outlet: - Centre for Alternative Technology (35 out of %) - Corris Craft Centre (37 out of 400 – 9%) - Celtica (24 out of 200 – 12%) - Talyllyn Railway (2 out of 200 – 1%) - Timberkits (26 out of 200 – 13%) - Bro Dyfi Leisure Centre (4 out of 200 – 2%) - Tabernacl and Museum of Modern Art (28 out of 200 – 14%) - Beiciau Madium Quads (14 out of 200 – 7%) - Trefeddian Hotel (45 out of 200 – 23%) - 0% response at Co-op & Aberdyfi Tourist Information Centre

RESEARCH FINDINGS

PROFILE OF VISITORS

Profile of Sample % BASE: all respondents (300)

SOCIAL OCCUPATION CLASSIFICATION (outlet survey) % BASE: outlet (219)

HOME LOCATION % BASE: all respondents (street : 300, outlet : 219)

HOME LOCATION OF VISITORS FROM ENGLAND % BASE: respondents from England (street :198, outlet: 147)

BASE: respondents from Wales (street: 64, outlet: 59) HOME LOCATION OF VISITORS FROM WALES %

PROFILE OF VISITS

Q3) MAIN PURPOSE OF VISIT % BASE: respondents from England (street :300, outlet: 219) Not surprisingly, those from further a field more likely to be staying away from home. Day trippers more local and from lower socio-economic grades.

BASE: those respondents not on a daytrip (Street: 262, Outlet: 192) Q4) WHETHER VISITORS STAYING IN OR AROUND THE DYFI VALLEY %

Q5) WHERE VISITORS STAYING % BASE: those respondents staying in or around the Dyfi Valley (street: 229, outlet: 143)

Q6) TYPE OF ACCOMMODATION USED % BASE: those respondents staying in or around the Dyfi Valley (Street: 229, Outlet: 143) Lower social grades most likely to stay in caravans higher grades in holiday flat/cottages

Q7) LENGTH OF STAY (NIGHTS) % Average number of nights = 5 BASE: those respondents staying in or around the Dyfi Valley (Street: 229, Outlet: 143)

Q8) LENGTH OF TIME IN DYFI VALLEY– DAY VISITORS % BASE: those respondents on a day trip or not staying in the Dyfi Valley (Street: 71, Outlet: 69) Younger visitors (16-34 yrs) likely to stay longer

Q9) MAIN METHOD OF TRANSPORT % Younger visitors (16 –24 yrs) more likely to use public transport BASE: all respondents (Street: 300, Outlet: 219)

Q10) PARTY COMPOSITION % BASE: all respondents (Street: 300, Outlet: 219)

Q12) NUMBER OF PEOPLE IN PERSONAL GROUP % BASE: All respondents (Street: 300, Outlet: 219)

Q13) NUMBER OF CHILDREN AGED 15 OR UNDER IN PERSONAL GROUP % BASE: All respondents (Street: 300, Outlet: 219)

REASONS FOR VISIT AND PREVIOUS VISITS

BASE: all respondents (Street: 300, Outlet: 219) Q2 REASONS FOR VISIT %

Q1) FREQUENCY OF VISITING % BASE: all respondents (street: 300, self-completion:219) 1 st time visitors most likely to be young (16-24 yrs)

FACILITIES USED

Q14) FACILITIES USED/LIKELY TO USE (street survey only) % BASE: all respondents (300)

INFORMATION SOURCES

Q22) INFORMATION SOURCE PRIOR TO VISITING % BASE: all respondents (street: 300, self-completion:219)

Q23) PREFERRED SOURCE OF INFORMATION % BASE: all respondents (street: 300, self-completion:219)

ENJOYMENT OF VISIT

Q14 & 15) ENJOYMENT OF VISIT % BASE: all respondents (street: 300, self-completion:219)

STREETOUTLET Beautiful scenery/views (25%) It’s relaxing/peaceful (23%) Weather (23%) People (5%) Seeing family/friends (4%) Beach (4%) Like Wales (4%) Very enjoyable (4%) Memories/been before (4%) Beautiful scenery (45%) Peaceful/relaxing (13%) Weather (10%) Interesting place (9%) Great attraction (7%) Great for shops/facilities (5%) Hotel we’re in (5%) Great for walking (4%) Enjoyable area (4%) Q15&16) MAIN REASON FOR ENJOYMENT % BASE: respondents who enjoyed visit (street:290, outlet:214)

STREETOUTLET Countryside (31%) Beaches (20%) People and atmosphere (18%) Weather (5%) Attractions (4%) Shops (4%) Don’t know (5%) Scenery (26%) Peacefulness (7%) Walks (5%) Labyrinth (5%) Great attraction (4%) CAT (4%) Hotel we’re at (4%) Don’t know/non-response (15%) Q16&17) MOST ENJOYABLE ASPECTS OF VISIT % BASE: all respondents (street:300, outlet:219)

STREETOUTLET Weather (38%) Nothing (50%) Don’t know (4%) Weather (45%) Having to go home (2%) Getting here (2%) Attraction closed early (2%) Nothing/non-response (38%) Q17&18) LEAST ENJOYABLE ASPECTS OF VISIT % BASE: all respondents (street:300, outlet:219)

PERCEPTIONS OF THE DYFI VALLEY

Q20 &21) ATTITUDES & PERCEPTIONS % BASE: all respondents (519) Higher disagreement for street & younger visitors Higher agreement amongst younger visitors Higher agreement for street

Attractions to be open longer (4%) Indoor activities when raining (3%) Public Transport (3%) Nothing/non-response (70%) Q21) SUGGESTIONS FOR IMPROVEMENT (outlet survey) % BASE: all respondents (219)

LIKELIHOOD OF REVISITING

BASE: all respondents (street:300, outlet:219) Q18&19) LIKELIHOOD OF REVISITING % Likelihood is highest for those residing in Wales and visitors aged 35+

Q19 &20) LIKELY RETURN VISIT % BASE: respondents who are likely to revisit (street:294, outlet:208) Visitors aged 35+, those from lower social grades and Wales likely to return sooner

THE ENIVIRONMENTAL VISITOR CENTRE

Q24) EXHIBITIONS THE VISITOR CENTRE SHOULD INCLUDE % BASE: all respondents (300)

Q25) FACILITIES THE VISITOR CENTRE SHOULD INCLUDE – TOP 8 % BASE: all respondents (300)

Q25) FACILITIES THE VISITOR CENTRE SHOULD INCLUDE – % BASE: all respondents (300)

Q26) LIKELIHOOD OF VISITING THE CENTRE Interest very high overall, however younger respondents & ABC1s most likely to visit

Q27) HOW MUCH VISITORS PREPARED TO PAY % BASE: all respondents (300) Those from higher socio-economic grades prepared to pay more

Q28) IDEAS/SUGGESTIONS ABOUT PROPOSED VISITOR CENTRE % BASE: all respondents (300)

SUMMARY AND CONCLUSIONS

Profile of visitors to the Dyfi Valley markedly: –Upmarket 73% ABC1 –Middle age range (56% yrs) Visitors mainly from England (esp. Midlands) Encouragingly, around three quarters staying away from home (for average of 5 nights) & most staying in or around the Dyfi Valley Most family groups (outlet) & couples (street)

SUMMARY AND CONCLUSIONS (Continued) Very high level of repeat visiting & top reason for visit was previous visit Favourite activities cited: attractions, beach, walking & shops Turning to information sources, Internet preferred by most, after TIC, however not reflected in usage – limited internet sources?

SUMMARY AND CONCLUSIONS (Continued) Overall perceptions/opinions extremely positive: –96/98% found visit enjoyable (78% very enjoyable) –95/98% likely to revisit (& most next year) –94% disagreeing the Dyfi Valley is boring –96% agreeing it’s a place families can enjoy Visitors especially like the scenery, peace and relaxation Some areas for improvement evident: –Attractions to be open longer (minority) –Nothing to do if it rains (one in five) –One in five disagreed there’s something for everyone –Higher criticism by younger visitors apparent (16-34 yrs)

SUMMARY AND CONCLUSIONS (Continued) The Environmental Visitor Centre – nearly all likely to visit (96%), especially appealing to younger visitors & ABC1s Most willing to pay between £2 to £5