Presentation on theme: "PORTRUSH VISITOR SURVEY 2013. B ACKGROUND Coleraine Borough Council is currently implementing the ‘Portrush Regeneration Strategy Western Peninsula’ (PRS)"— Presentation transcript:
B ACKGROUND Coleraine Borough Council is currently implementing the ‘Portrush Regeneration Strategy Western Peninsula’ (PRS) document. As part of this process, the Council wished to undertake research to establish a robust set of key performance indicators to create a comprehensive and representative baseline with which to evaluate the vitality and vibrancy of Portrush. The research will be used: To measure progress and perceptions over time in implementing the Portrush Regeneration Strategy (PRS) alongside a series of other complementary key performance indicators. To assess the town’s performance as a strategic tourism and leisure destination and to identify opportunities to enhance that function.
B ACKGROUND The marketing research programme therefore constitutes a significant proportion of the baseline assessment and was designed to: Establish a viable comprehensive baseline dataset reflecting visitors’ views and opinions on their immediate experiences and perceptions of Portrush. Conduct face to face fieldwork at a peak period during the high tourism season. Employ the appropriate methodology to ensure confidence in the resulting data trends over time. The sample size and methodology should ensure the visitor population to Portrush is adequately represented.
R ESEARCH M ETHOD Fieldwork was carried out face to face at a series of pre agreed sampling points within Portrush town centre The survey was administered using a questionnaire agreed in advance with the Council and based on previous surveys to ensure direct comparability The achieved sample was 500 including 125 residents and 375 visitors Interviewing took place between 7 th July and 31 st August 2013 All interviewing was undertaken to the standards defined by the Market Research Society Code of Conduct and the Interviewer Quality Control Scheme
R ESEARCH S AMPLE TotalResidentVisitor AB 20%8%24% C1 38%45%36% C2 25% DE 17%22%15% Male 40%54%35% Female 60%46%65% Base 500125375
R ESEARCH S AMPLE TotalResidentVisitor 16-24 8%6%9% 25-34 10%15%8% 35-44 31%28%32% 45-54 21%20%22% 55+ 29%30%29% Protestant 66%71%65% Catholic 22%17%24% Refused 10% None/Other 1%3%1% Base 500125375
E XECUTIVE S UMMARY RESIDENTS Over half (55%) of residents have lived in the area for more than 30 years with only 10% less than 5 years 4 in 10 residents surveyed (38%) walked into town while half (50%) took their car Shopping (38%) was the main reason for residents to be in town followed by leisure and recreation (22%) Almost two thirds of residents (62%) visit the town at least 2-3 times a week with 33% visiting daily
E XECUTIVE S UMMARY VISITORS Over half (51%) of visitors were from the over 45 age group – a drop from 62% in 2012 The vast majority travelled to Portrush by car (79%) with just under 1 in 5 (19%) using public transport (train or bus) Only 3% of those visitors surveyed were 1 st time visitors Almost two thirds of visitors (64%) come to Portrush at least twice a year and 82% at least once a year
E XECUTIVE S UMMARY VISITORS Day trips accounted for 57% of visitors with 14% on a short break (3 nights or less) and 20% for a longer break (more than 3 nights) Of those staying overnight, 46% stayed in a hotel, guesthouse, B&B or Self Catering unit Most visitors (88%) were from Northern Ireland – a decrease from 95% in 2012 Portrush is most associated by visitors as a place to spend time outdoors (62%)
E XECUTIVE S UMMARY VISITORS & RESIDENTS Likes and Dislikes Beaches (45%) remain the thing people like most about Portrush followed by the sea and the scenery The thing most disliked about Portrush is a perceived need to modernise the town centre (23%) which has replaced derelict buildings as the main issue in the past Attitudes to Portrush 2013 has seen consistent increases in people’s attitudes to the town with at least nine out of ten respondents agreeing that it has great potential, is a great place to visit, and has a wide range of things to see and do Against this 94% believe it needs to modernise, and 84% that it is a bit run down, however, this is counter balanced by the fact that 89% believe a lot of progress has been made over the past few years in this regard
E XECUTIVE S UMMARY VISITORS & RESIDENTS Rating of Portrush The average rating of Portrush has increased substantially since the last survey with the natural environment, night life, welcome given to tourists and visitor information in particular performing very well Other aspects such as cleanliness and personal safety have also seen an improvement Improvements Shops, more quality accommodation, car parking and expanded harbour/marina facilities are the aspects that people believe would improve Portrush
E XECUTIVE S UMMARY VISITORS & RESIDENTS Recommending Portrush 99% of respondents in 2013 would recommend Portrush as a place to visit compared to 91% in 2012 and 87% in 2011 Beaches (78%), outdoor pursuits (60%), natural beauty (56%) and good restaurants (43%) would be the main influences on people recommending Portrush Awareness of Improvements The number of people aware of the recent improvements now stands at 91% having risen from 73% in 2012 and 53% in 2010, with the East Strand and Arcadia the most mentioned Almost all (99%) believe that these changes have improved Portrush