Quality of Visitor Experience Survey: Hafod

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Research Report

Prepared for: The Forestry Commission

Quality of Visitor Experience Survey: Hafod

Prepared for: The Forestry Commission Prepared by: BMG Research Date: April 2013

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Executive summary

Table of Contents

1 Executive summary ...... 3 1.1 Quality of Visitor Experience research ...... 3 1.2 Hafod ...... 3 1.3 Perceptions of the site ...... 3 1.4 Strengths of the site ...... 4 1.5 Areas for improvement ...... 4 1.6 Visitor profile ...... 4 2 Introduction ...... 5 2.1 Background...... 5 2.2 Research programme ...... 5 2.2.1 2010-2013 programme ...... 5 2.2.2 2012 programme ...... 6 2.3 Report ...... 6 2.4 Data reporting ...... 7 3 Visitor profile information ...... 8 3.1 Visitor profile ...... 8 3.2 Group profile ...... 10 3.2.1 Size of group...... 10 3.2.2 Composition of group ...... 11 4 Profile of visit ...... 12 4.1 Type of visit...... 12 4.2 Visitor origin ...... 13 4.3 Frequency of visits ...... 14 4.3.1 First time visitors ...... 14 4.3.2 Repeat visitors ...... 14 4.4 Length of visit ...... 15 4.5 Activities undertaken ...... 16 4.6 Length of time spent on activities ...... 18 4.7 Overall spending in local area resulting from visit ...... 19 5 Perceptions of the site...... 21 5.1 Overall rating of the site as a place to visit ...... 21

1 Quality of Visitor Experience Survey: Hafod

5.2 Rating of Hafod as safe and welcoming ...... 22 5.3 Reasons for ratings ...... 23 5.4 Recommending the site as a place to visit ...... 24 5.5 Favourite thing about the site ...... 25 5.6 Enhancing the visitor experience ...... 26 5.7 Factors interfering with the visitor experience ...... 26 5.8 Cattle ...... 26 6 Site facilities ...... 27 6.1 Importance of site facilities ...... 27 6.2 Rating of site facilities (where used) ...... 28 6.3 Ratings of site facilities by perceived importance ...... 29 7 Information about sites ...... 30 7.1 Sources used to plan visit ...... 30 7.2 Visiting other attractions ...... 31 8 Appendix 1: Questionnaire ...... 32

2 Executive summary

1 Executive summary

1.1 Quality of Visitor Experience research BMG Research has been commissioned to undertake a Quality of Visitor Experience (QoE) survey on behalf of the Forestry Commission and from 2010-2013 will conduct approximately 10,000 surveys across fifty forest sites in England and Wales. In 2012, BMG conducted interviews at fifteen forest sites in England and Wales, including four high usage sites in England and eleven medium usage sites in Wales. This report summarises findings from 92 visitor interviews completed at Hafod in 2012; throughout the report, comparisons have been made between findings at Hafod and the straight average across the twenty five sites used in Wales to date (excluding Gethin, Llan Wynno and Cwm Saebran from Year 1 due to very low sample sizes of visitors).

1.2 Hafod Hafod Uchtryd, 12 miles south-east of Aberystwyth, located in Ceredigion, west Wales, in the Ystwyth valley is recognised as one of the finest examples in Europe of a Picturesque landscape. In the late eighteenth century, the Hafod Estate was designed in the ‘Picturesque’ style by Thomas Johnes (1748-1816) and became an essential destination for visitors touring Wales in search of ‘wild nature’. The paths, views, gardens and mansion were the subject of numerous contemporary accounts. Today the mansion has gone and Hafod lies within a working forest which is managed by Forestry Commission Wales, in partnership with the Hafod Trust, the estate is managed to conserve and restore the historic landscape, protect its important habitats, and provide access and enjoyment for walkers by recreating Johnes’s path network. Hafod has a range of activities available to visitors including dramatic woodland walks, waterfalls, wonderful views and horse riding.

1.3 Perceptions of the site The majority of visitors said that Hafod was excellent or very good (83%) as a place to visit, which was consistent with the average across sites in Wales (89%). Furthermore, the majority of visitors (88%) rated the site as either excellent or very good in terms of how safe and welcoming it is which was again consistent with the average across Wales (85%). The majority of visitors would recommend Hafod as a place to visit – over four in five (85%) provided a rating of 9 or 10 out of ten, in terms of how likely they would be to recommend the site to friends or family. This is higher than the average (75%).

3 Quality of Visitor Experience Survey: Hafod

1.4 Strengths of the site Visitors’ favourite things about Hafod were the beautiful scenery/views, peace/tranquillity/relaxation and walks/paths/trails available at the site. Visitors said that clear sign posting of paths and trails and car parking were particularly important when they were deciding to visit the site. Ratings for the majority of facilities were very positive with almost all of the visitors surveyed rating them excellent, very good or good. At the excellent and very good level, the highest rated facilities were choices of paths for walking and clear sign posting of paths and trails.

1.5 Areas for improvement Over a half of visitors suggested a way in which their enjoyment of the site could be improved, with comments focusing on improving the environment or facilities. Almost a fifth mentioned that something interfered with their enjoyment; comments were wide ranging but a small number of visitors mentioned the weather. There are no facilities which are considered more important than the average and are also rated less highly than average.

1.6 Visitor profile Visitors to Hafod were more likely to be male than female which was consistent with the average. The age profile of Hafod visitors was older with more visitors being aged 45 or above which was similar to the average. Visitors were most likely to be classified as ‘Empty nesters’ or ‘Families’ which was consistent with the average. Similar proportions of visitors were likely to be visiting the site as part of a day trip that was close to home or as part of a longer holiday/visit which was different to the average. This was reflected with those who provided a postcode living in and around Wales as well as further afield. Three fifths of visitors had been to Hafod before, which was lower than the average across sites. Excluding first time visitors, visitors to Hafod were less likely than average to be frequent visitors, visiting at least weekly or monthly and more likely than average to be less frequent visitors, visiting at least yearly or less often than this.

4 Introduction

2 Introduction

2.1 Background The Forestry Commission Wales acts as the Welsh Government’s (WG) Department of Forestry and is responsible for managing 38% of the Welsh woodlands owned by the Welsh Government. Each year in Wales, somewhere in the region of 4 million visits are made to this estate, including 0.5 million to sites with visitor centres, whilst in England somewhere in the region of 40 million visits are made to the estate each year, including 3 million to sites with visitor centres. The provision of a quality visitor experience is vital in encouraging both new and repeat visitors to the forests. Maintaining or improving the quality of experience at Forestry Commission managed sites is part of a wide-ranging programme of work by the Forestry Commission to encourage the development and promotion of woodland access throughout England and Wales, developing suitable infrastructure and well managed woodlands that feel safe and welcoming to visitors. As part of this programme of work, BMG Research was commissioned to undertake a Quality of Visitor Experience (QoE) survey at selected sites across England and Wales. The aims of the survey are as follows: To provide the Forestry Commission with information on the quality of visitor experience at each site; To use a set of standard questions so that the quality of visitor experience at each site can be scored, benchmarked and tracked over time; To use a set of tailored questions at each site to give information on how the visitor experience at that particular site could be improved; At lower usage sites only (12 in total, and all in Wales), to conduct an additional survey of residents in the immediate area of the site, in order to provide information on how greater usage of the site could be encouraged.

2.2 Research programme

2.2.1 2010-2013 programme

Between 2010 and 2013, BMG will conduct around 10,000 surveys across 50 forest sites in England and Wales. All selected sites in England are high usage, but sites in Wales include a mix in terms of low, medium and high usage sites. All interviews are conducted face-to-face with interviewers based at key forest access points, and with visitors who are coming to the end of their visit. Interviewing days are spread by season, day of the week and time of day, in order to capture the views of a range of visitors.

5 Quality of Visitor Experience Survey: Hafod

2.2.2 2012 programme In 2012, BMG Research conducted interviews at fifteen forest sites, including four high usage sites in England: Dalby Forest; Haldon Forest; Kielder Forest; and Rosliston and Hicks Lodge.

In Wales, interviews were conducted at eleven sites, all of which were classed as medium usage sites: Abergynolwyn (Medium usage); Craig y Dinas (Medium usage); Cwmhaeadr (Medium usage); Hafod (Medium usage); Gwaun Hepste (Medium usage); Hafod (Medium usage); Llangwyfan (Medium usage); Nercwys (Medium usage); Tan y Coed (Medium usage); The Arch (Medium usage); and Warren (Medium usage).

At Hafod, a total of 92 visitors were interviewed, on 6th and 7th April (34 interviews); on 1st and 2nd August (27 interviews) and 28th and 29th August 2012 (31 interviews). A sample size of 92 carries a maximum confidence interval of +/- 10%.

2.3 Report This report summarises results of the survey undertaken at Hafod during 2012, and includes site scores on key visitor measures. Throughout this report, comparisons have been made between findings at Hafod and the straight average across the twenty five sites surveyed in Wales (excluding Gethin, Llan Wynno and Cwm Saebran from Year 1 where sample sizes were insufficient to be reliable), which represents a sample of 2,939. Where any differences are statistically significant1 this has been highlighted in the text. In some instances, respondents who answered ‘don’t know’ or who did not answer the relevant question have been excluded from the sample to ensure comparability of responses across different elements within each site, and across different sites, which results in a reduced sample base. The title of each table or graph will state whether data has been run on all responses, or if certain responses have been removed (valid responses only).

1 At 95% level of confidence

6 Introduction

Results have been presented rounded to 0 decimal places, which may mean that in the reporting of percentages, some percentages may not add up to exactly 100%. For example, if there are 48.5% of males and 51.5% of females, these figures would be rounded up to 49% and 52%, totalling 101%. This explains the instances where summary text does not match a graph or table it is referring to. Sections 3 to 7 of this report present the main findings from the Quality of Visitor Experience Survey. Appendix 1 provides a copy of the questionnaire used for the survey.

2.4 Data reporting Due to the relatively low number of interviews achieved at the site, all reporting is based on total sample, as sub-sample base sizes are too small for reliable conclusions to be drawn.

7 Quality of Visitor Experience Survey: Hafod

3 Visitor profile information

3.1 Visitor profile Visitors were asked a number of demographic questions to determine the types of people who are visiting Hafod. Responses to these questions are shown in the table overleaf, compared with data for the average across all sites. In terms of gender, the sample of visitors at Hafod was made up of just under three fifths male (58%) and just over two fifths female (42%) which was consistent with the average across sites. Visitors surveyed at Hafod were more likely to be older with over a half (55%) of visitors being aged 45 and over, and under a half (45%) aged under 45, which was consistent with the Wales average (52% aged 45 and over and 45% aged under 45). This is reflected in the mean age, with a Hafod mean of 50 years old compared to a Wales average mean of 48 years. Consistent with the Wales average visitors to Hafod were most likely to be ‘Empty Nesters’ (46%) or ‘Families’ (32%). Almost two thirds of visitors to Hafod were employed full time (64%), which was higher than the average across sites (54%). One in seven of visitors (14%) were wholly retired from work which was also consistent with the average of 16%. In terms of disability, 4% indicated that they had a disability which was consistent with the Welsh average (7%), whilst the majority stated that they did not have a disability (96%).

8 Visitor profile information

Figure 1: Profile of visitors in terms of key demographics Average Hafod across all

% Wales sites % Gender Male 58% 60% Female 42% 40% Age 16-24 3% 7% 25-34 13% 15% 35-44 28% 23% 45-54 21% 22% 55-64 22% 19% 65+ 13% 11% Refused 0% 2% Family Lifestage (Children in household) 32% 32% Empty Nesters

(Aged 45-65+ with no children) 46% 43% Young Independents

(Aged 16-34 with no children) 13% 15% Other 10% 10% Employee in full time job (30 hours plus Working status per week) 64% 54% Employee in part time job (under 30

hours per week) 10% 10% Self-employed full or part time 5% 9% On a government supported training programme (e.g. Modern Apprenticeship, Training for Work) 0% 0% Full time education at school, college or

university 1% 2% Unemployed and available for work 0% 1% Permanently sick/ Disabled 1% 1% Wholly retired from work 14% 16% Looking after the home 2% 4% Other 2% 2% Disability Yes 4% 7% No 96% 93% Sample base 92 2939

9 Quality of Visitor Experience Survey: Hafod

3.2 Group profile

3.2.1 Size of group In terms of group size, the profile of visitors at Hafod was relatively similar to the average across all sites with around one in ten visiting alone (12% cf. 18% average) and around two fifths visiting as a couple (39% cf. 41% average). A further one in eight visited in a group of 3 or a group of 5 or more (both 13%) which were also similar to the average, with just under a quarter visiting in a group of 4 (23% cf. 15% average). Reflecting this, the mean number in a group at Hafod was three and so was the mean number in a group across Wales, with group sizes at the site ranging from one to ten.

Figure 2: Q1. Total size of group (All respondents)

12% One 18%

39% Two 41%

13% Three 14%

23% Four 15%

13% Five or more 12%

Hafod Wales Average

Sample base = Hafod: 92 / Wales Average: 2939

10 Visitor profile information

3.2.2 Composition of group At Hafod, over a third of visitors (35%) had any children in the group, which was higher than the average across sites in Wales (25%). Around one in eight were visiting with children aged 0-5 years (12%) or children aged 11-15 years (13%), with almost a fifth (17%) visiting with children aged 6-10 years.

Figure 3: Q1. Composition of group (All respondents)

35% ANY Children in group 25%

12% Children aged 0-5 12%

17% Children aged 6-10 13%

13% Children aged 11-15 10%

Hafod Wales Average

Sample base = Hafod: 92 / Wales Average: 2939

11 Quality of Visitor Experience Survey: Hafod

4 Profile of visit

4.1 Type of visit Similar proportions of visitors to Hafod were visiting the site as part of a day trip less than three hours away from home (42% cf. 66% average) to those who were visiting as part of a longer holiday/visit (45% cf. 22% average).

Figure 4: Q2. Type of visit (All respondents)

42% A day trip of less than 3 hours away from home 66%

12% A day trip of more than 3 hours away from home 6%

1% A visit that includes an overnight stay 6%

45% Part of a longer holiday/visit 22%

Hafod Wales Average

Sample base = Hafod: 92 / Wales Average: 2939

12 Profile of visit

4.2 Visitor origin All visitors were asked if they would be willing to provide their postcode for mapping purposes, and the map below shows how these postcodes are distributed across the UK. The map below shows that those surveyed at Hafod and providing a valid postcode are mixed with some living in or around Wales and some from further afield, reflecting the even mix of those who were visiting on a day trip of less than 3 hours away and those who were visiting as part of a longer holiday/visit.

Figure 5: Map of visitor origin showing postcodes of visitors (Where provided a valid postcode)

13 Quality of Visitor Experience Survey: Hafod

4.3 Frequency of visits

4.3.1 First time visitors Around three fifths of visitors had been to Hafod before (60%), which was lower than the average across all sites (72%).

4.3.2 Repeat visitors In line with this, excluding first time visitors, respondents at Hafod were less likely than average to visit at least weekly (9% cf. a Wales average of 24%) or monthly (5% cf. A Wales average of 19%) and more likely than average to visit at least yearly (62% cf. 44% Wales average) or less often than this (24% cf. 13% Wales average).

Figure 6: Q3. Frequency of visits (Where visited site before)

5% Every day 4%

2% 4-6 times per week 6%

2% 1-3 times per week 15%

5% 1-3 times per month 19%

18% 4-6 times per year 14%

44% 1-3 times per year 30%

24% Less often 13%

Hafod Wales Average

Sample base = Hafod: 55/ Wales Average: 2130

14 Profile of visit

4.4 Length of visit Visitors to Hafod had generally spent more time at the site than the average across the Wales sites, with almost three fifths (58%) spending more than 2 hours at the site compared to a Wales average of 38%. Only one in ten visitors (9%) had spent less than an hour at the site compared to a Wales average of 27%. Around a third of visitors (34%) had spent 1 to 2 hours at the site which was consistent with the Wales average. The average amount of time spent at Hafod was 2 hours and 11 minutes, which was higher than the average across all sites (1 hour and 55 minutes).

Figure 7: Q7a. Approximate length of time spent at the site when interviewed (All respondents)

0% 0-15 minutes 2% 1% 15-30 minutes 5% 8% 30-60 minutes 20% 34% 1 to 2 hours 31% 47% 2 to 3 hours 23% 10% 3 to 5 hours 13% 1% More than 5 hours 2% 0% Don't know / not sure 3%

Hafod Wales Average

Sample base = Hafod: 92/ Wales Average: 2939

15 Quality of Visitor Experience Survey: Hafod

4.5 Activities undertaken All visitors interviewed were asked to say what activities they or other members of their group had taken part in, or were intending to take part in, during their visit. Respondents were allowed to select as many activities as applicable, including where activities were of a similar nature, for example, they could walk a dog as well as walking on paths or trails. Responses to this question that were made by at least 1% of respondents in Hafod are shown in the table overleaf. Nearly all Hafod visitors (97%) had taken part in an ‘active’ activity2 e.g. walking 30 minutes or more, cycling, running / jogging, while only 1% had undertaken any kind of ‘passive’ activity e.g. seeing something in the forest. Respondents at Hafod were more likely than average (85%) to have taken part in ‘active’ activities and subsequently less likely than average (12%) to have taken part in ‘passive’ activities. The proportion of respondents at Hafod who had taken part in walking activities was higher than the average across sites in Wales with nearly all visitors (99%) having taken part in some sort of walking activity compared to a Wales average of 72% with over four fifths (84%) taking part in walking on a sign-posted trail compared to a Wales average of 49%. Only 1% of visitors to Hafod had taken part in cycling activities compared to a Wales average of 17%. Around a tenth of Hafod visitors had admired the views (11% cf. 19% average) or taken part in photography (10% cf. 11% average).

2 Active activities include cycling (any type), walking 30 minutes or more, orienteering, running/jogging, horse riding/pony trekking

16 Profile of visit

Figure 8: Q4/5/6. Activities visitors / other members of their group have taken/intend to take part in during their visit (All respondents) Wales Hafod Average Walking:

Walking on a sign-posted trail 84% 49% Dog walking 32% 32% Walking but not following sign posts 8% 15% SUMMARY: ANY WALKING 99% 72%

Cycling:

Cycling/ mountain biking off tracks and trails/Cycling but not 1% 7% following sign posts Cycling on forest roads, tracks or trails/Cycling on a signposted 0% 13% trail SUMMARY: ANY CYCLING 1% 17%

Other activities:

Admiring the views 11% 19% Photography 10% 11% Picnic or barbecue 5% 11% Bird watching 5% 7% Nature/ natural history visit 2% 4% Seeing something in the forest (e.g. ancient tree or demonstration) 2% 3% Other 5% 7%

Taken part in ACTIVE activities 97 % 85% Taken part in PASSIVE activities 1% 12%

Sample Bases 92 2939

17 Quality of Visitor Experience Survey: Hafod

4.6 Length of time spent on activities Visitors who said they had taken part or intended to take part in certain activities were asked how long they would spend on that activity during their visit. Only one visitor surveyed had taken part in cycling and no visitors surveyed had taken part in orienteering, horse riding or running/jogging, making base sizes too small to show results for these activities. Two fifths (40%) of those who took part in walking activities at Hafod spent 1 to 2 hours or 1 to 3 hours on this. The mean time spent on this activity was two hours and seven minutes which is only 4 minutes less than the average time spent by visitors at this site.

Figure 9: Q7B. Approximate time spent on various activities (All respondents: 92; All who walked: 91)

Total time on site Time spent on walking

0-15 minutes 0% 0% 15-30 minutes 1% 1% 30-60 minutes 8% 8% 1 to 2 hours 34% 40% 2 to 3 hours 47% 40% 3 to 5 hours 10% 10% More than 5 hours 1% 1% Don't know/ not sure 0% 1% Average 2 hours 11 mins 2 hours 7 mins

18 Profile of visit

4.7 Overall spending in local area resulting from visit Visitors to Hafod were asked how much they considered that they would be spending in the local area as a result of their visit. Where visitors were part of a group of more than one, they were asked to estimate the group spend. Respondents were asked to include any accommodation, food and drink, admission and parking fees, cost of transport, equipment hire and any other miscellaneous expenses. The median amount spent by groups and single visitors to Hafod was £6 to £10 compared to an average across Wales of £11 to £20, reflecting the even mix of visitors who were visiting on a day trip less than 3 hours from home or visiting as part of a longer holiday/visit.

Figure 10: Q19A/B. Total spend across all items for groups and single visitors – frequency of spending within each price range (All respondents)

34%

23% 20% 15% 13% 11% 9% 7% 7% 6% 5% 5% 3% 3% 2% 2% 2% 2% 1% 1% 1% 1% 1% 0% 0% 1%

Hafod Wales Average

Sample base = Hafod: 92/ Wales Average: 2004

19 Quality of Visitor Experience Survey: Hafod

The table below shows the average amount that groups of respondents spent on individual items during their visits, where the item was purchased by sufficient numbers of respondents to provide robust results (e.g. only 14 respondents reported spending anything on food and drink purchased outside of any accommodation, 13 respondents reported spending anything on miscellaneous items, 10 respondents reported spending anything on car parking, 5 respondents reported spending anything on admission fees to attractions or non-routine shopping such as buying souvenirs and 1 respondent reported spending anything on hiring equipment such as boats, bikes or horses, so these elements have been excluded). Almost three fifths of respondents (57%) had spent something on transport, including petrol, taxis, public transport, etc during their visit, with the median amount spent on transport being £3 to £5. Over a third of respondents (36%) had spent something on accommodation, including food and drink purchased at the accommodation, with the median amount spent on accommodation being £91 to £100.

Table 1: Average spend across individual items (All respondents) Proportion at Median spend Hafod Median spend, at Hafod spending where visitors (All anything on spent anything respondents) this item Accommodation, including food and drink purchased at the £0 to £2 36% £91 to £100 accommodation Transport including petrol, taxis, £0 to £2 57% £3 to £5 public transport etc. Sample bases Sample base 92 N/A vary

20 Perceptions of the site

5 Perceptions of the site

5.1 Overall rating of the site as a place to visit Hafod was rated very positively as a place to visit, with the majority of visitors saying the site was either excellent or very good (83%) which was consistent with the average across all Wales sites (89%).

Figure 11: Q16. Overall rating of the site as a place to visit (Valid responses only)

49% Excellent 49%

34% Very good 39%

17% Good 11%

0% Fair 1%

0% Poor 0%

Hafod Wales Average

Sample base = Hafod: 92 / Wales Average: 2899

21 Quality of Visitor Experience Survey: Hafod

5.2 Rating of Hafod as safe and welcoming All respondents were asked how they would rate the site in terms of how safe and welcoming it feels. Hafod was rated very positively on this measure, with the majority of visitors (88%) providing a rating of excellent or very good. This was consistent with the average across all sites, where 85% provided ratings of very good/excellent for the relevant site.

Figure 12: Q12. Ratings of the site in terms of how safe and welcoming it feels (Valid responses only)

46% Excellent 44%

42% Very good 40%

12% Good 13%

0% Fair 2%

0% Poor 0%

0% Very poor 0%

Fforest Fawr Wales Average

Sample base = Hafod: 91/ Wales Average: 2908

22 Perceptions of the site

5.3 Reasons for ratings Respondents were asked to explain the reasons for their ratings of Hafod, in terms of how safe and welcoming they consider it to be. This was an open-ended and unprompted question, from which comments were later categorised as shown below. Among those who rated the site as ‘excellent/very good’ (88% of respondents), the majority of respondents (90%) provided a reason for their rating. Around one in six (16%) said they felt safe or there was a lack of crime; other reasons provided by respondents were as follows: Almost a third (31%) mentioned the environment layout, for example well sign posted/clear signage (28%); Almost a quarter (23%) made a comment that was generally positive, for example it’s nice / good / pleasant / excellent / wonderful / fine / brilliant / enjoyable (8%); Around one in eight (13%) said something about the location, for example easily accessible/easy to find (4%); One in ten (10%) mentioned activities, for example good walks/paths/ trails (10%); A similar proportion (8%) said something about the facilities, for example wide staff/wardens are friendly/kind/helpful (3%), variety of facilities available (4%); The same proportion (8%) mentioned the natural environment, for example views/scenery/ surroundings/greenery (8%).

23 Quality of Visitor Experience Survey: Hafod

5.4 Recommending the site as a place to visit Visitors were asked whether they would recommend Hafod as a place to visit to a friend or relative. The overwhelming majority provided one of the top two ratings (85% provided a rating of 9-10) and the mean score was 9.1, so responses to this question were extremely positive. Results can be analysed further using a Net Promoter Score, which is based on the idea of dividing customers into three categories: Promoters (score 9-10) who are loyal enthusiasts, Passives (score 7-8) who are satisfied but unenthusiastic, and Detractors (score 0-6) who are somewhat less satisfied. To calculate a Net Promoter Score (NPS) for Hafod, the percentage of customers who are Detractors is subtracted from the percentage of customers who are Promoters. This produces a score of 78%, which is higher than the average Net Promoter Score across sites in Wales (66%).

Figure 13: Q17. How likely it is that respondents would recommend this site as a place to visit to a friend or relative, where 0 is not at all likely and 10 is extremely likely (Valid responses only)

65% 63%

20% 13% 11% 7% 5% 2% 2% 2% 2% 2% 1% 1% 0% 0% 1% 1% 0% 1% 1% 1%

0 1 2 3 4 5 6 7 8 9 10

Hafod Wales Average

Sample base = Hafod: 92/ Average Wales sample: 2829

24 Perceptions of the site

5.5 Favourite thing about the site Respondents were asked what they liked most about Hafod. This question was unprompted and respondents could mention as many aspects as they liked. Comments made by at least 3% of visitors at the site are shown in the chart below. The top aspect at Hafod was the beautiful scenery/views (68%), which was overall the top aspect across all Wale sites (54%). The second most mentioned aspect was the peace, tranquillity and relaxation (60%), which was overall the second favourite aspect across all sites in Wales (51%). Over a half of visitors (51%) also mentioned the walks/paths/trails, which was higher than the average across Wales (37%). Over a quarter (26%) mentioned liking the fresh air/being outside compared with a Wales average of 16%. A fifth of visitors (20%) also mentioned the safe environment compared with a Wales average of 11%.

Figure 14: Q9. Respondent’s favourite thing about the site (All respondents)

68% Beautiful scenery/ views 54% 60% Peace/ Tranquillity/ Relaxation 51% 51% Walks/ Paths/ Trails 37% 26% Fresh air/ Being outside 16% 20% Safe environment 11% 16% Like forests/ trees/ variety of trees 10% 16% Exercise/ Keeping fit 12% 13% Close to home/ Convenient 10% 11% Wildlife/ Bird watching 13% 8% Been before/wanted to come again 3% 7% Plenty/cheap/other references to parking 3% 5% Opportunity to spend time with family/friends 4% 5% Good on-site facilities 7% 5% Contains river/waterfall/lake features 4% 4% Cycle trails/ Freedom/ Opportunity to cycle 13% 4% Site is dog friendly (inc able to walk dog) 2% 3% Activities/ Good for/ Something to do with children 6% 3% Clean/ Well looked after 8% 3% Lots to see and/or do 4% 3% Generally everything/all of it 0% 3% Diversity of environment 0% Hafod Wales Average

Sample base = Hafod: 92 / Wales Average: 2939

25 Quality of Visitor Experience Survey: Hafod

5.6 Enhancing the visitor experience Visitors were asked what, if anything, would enhance their enjoyment of the site, which was an open-ended and unprompted question. Almost a half (48%) said ‘nothing’ with the remainder (52%) providing a comment. The most commonly mentioned aspects related to improving the environment (28%) or facilities (20%) in some way, whilst 2% mentioned activities. Nine percent of visitors mentioned improving signage and eight percent mentioned a cafe/refreshments/catering or improved weather/climate control.

5.7 Factors interfering with the visitor experience Respondents were also asked whether anything interfered with their enjoyment of the site. Again, this was an open-ended and unprompted question. The majority of respondents (83%) said nothing, with the remainder (17%) providing a comment. Comments mentioned by more than one person related to:

The weather (8% or 7 respondents).

5.8 Cattle Visitors to Hafod were also asked if they had met any cattle on the footpaths they had used. The majority (95%) had not, with only 5% (5 respondents) having met cattle whilst using the footpaths which pass through cattle fields. Visitors who had met any cattle were then asked from a list of statements which ones best describe their reaction to the cattle. The majority (60% or 3 respondents) mentioned they liked/it was nice to see them with a fifth (20% or 1 respondent) mentioning they feel comfortable around them, they didn’t really have a reaction or they felt intimidated/frightened by them.

26 Site facilities

6 Site facilities

6.1 Importance of site facilities Visitors were asked to say which of a number of different facilities were important in their decision to visit Hafod. This question was prompted and respondents were able to select as many facilities as applicable. The two facilities which were the most important in visitors’ decisions to visit the site were ‘clear sign posting of paths and trails’ (45%) and ‘car parking’ (40%). The third most important facility was ‘choices of paths for walking’ (36%).

Figure 15: Q14. Importance of different facilities in deciding to visit the site (All respondents)

Clear sign posting of paths and trails 45%

Car parking 40%

Choices of paths for walking 36%

Printed information available 17%

Information boards/panels 16%

Toilets 13%

Open grassy areas 12%

Picnic areas 1%

Other 8%

Sample base = Hafod: 92

27 Quality of Visitor Experience Survey: Hafod

6.2 Rating of site facilities (where used) The chart below shows visitors’ ratings of each site facility, where the facility had been experienced or used during the visit. Ratings for the majority of the facilities were very positive with almost all of the visitors surveyed rating them excellent, very good or good. At the excellent and very good level, the highest rated facilities were choices of paths for walking (88%) followed by clear sign posting of paths and trails (71%). Two thirds (66%) rated the information boards/panel as excellent or very good and a similar proportion (62%) rated the printed information available as excellent or very good. Over a half (55%) rated the car parking as excellent or very good and over two fifths (42%) rated the open grassy areas as excellent or very good. Under a fifth (18%) rated the toilets as excellent or very good. Nobody rated the horse riding as excellent or very good, however, only 2 respondents rated this. It should be noted the rating level for all facilities was predominately at the very good level as opposed to the excellent level. Ratings were less positive in relation to the toilets (15% poor) and printed information available (11% poor).

Figure 16: Q15. Ratings of site facilities (where respondent rated the facility)

Choices of paths for walking (92) 43% 45% 12%

Clear sign posting of paths and trails (89) 29% 42% 20% 7%2%

Information boards/panels (85) 24% 42% 31% 2%1%

Printed information available (84) 21% 40% 25% 2%11%

Car parking (91) 20% 35% 44% 1%

Open grassy areas (81) 15% 27% 46% 11%1%

Toilets (40) 5% 13% 55% 13% 15%

Horse riding (2) 50% 50%

Excellent Very good Good Fair Poor

Unweighted sample bases in parentheses

28 Site facilities

6.3 Ratings of site facilities by perceived importance The chart below shows, for each facility, the proportion rating that facility as important in their decision to visit the site by the proportion of visitors who rate that facility as excellent or very good. The chart is divided into four quadrants based on the average ratings of facilities as very good to excellent, and as important. There are no facilities which are considered more important than the average that are also rated less highly than average.

Figure 17: Chart showing ratings of each site facility in terms of importance, and ratings in terms of % saying ‘excellent/very good’ (All respondents; Where used facility and provided valid response)

100% Less important and rated More important and rated above average above average 90% B

80%

C 70% G Average rating of F 60% excellent or very good = 50% A 50% E 40%

30%

Ratings (% Ratings (% ratingexcellent / good)very 20% Average rating of H importance = 23% 10% More important but Less important and rated below average rated below average 0% D 0% 10% 20% 30% 40% 50% Importance (% saying important)

Sample bases vary

Table 2: Key to chart shown above

A Car parking E Open grassy areas B Choices of paths for walking F Printed information available C Clear sign posting of paths and trails G Information boards/panels D Picnic areas H Toilets

29 Quality of Visitor Experience Survey: Hafod

7 Information about sites

7.1 Sources used to plan visit Visitors were asked how or where they found out about the site as a place to visit, and were allowed to mention as many sources as applicable. Overall the most popular source was they had always known about the site or had been before with around a third (36%) mentioning this. This was lower than the Wales average of 53%, reflecting the lower number of visitors than average that had been to Hafod before. This was followed by word of mouth (23%) which was consistent with Wales average (21%). Around one in seven (15%) had heard about the site via a leaflet, which was higher than the Wales average of 5%.

Figure 18: Q8. How or where respondents found out about the site as a place to visit (All respondents)

Average across sites in Hafod Wales Always known about it/been here before 36% 53% Word of mouth 23% 21% Leaflet 15% 5% Internet/website 11% 6% Road signs 5% 4% Just passing/ en route 5% 7% Tourist Board 4% 1% Map 1% 3% Other 8% 5% Sample bases 92 2939

30 Information about sites

7.2 Visiting other attractions

Finally, visitors to Hafod were asked whether they had visited any of a list of nearby attractions in the previous twelve months. This question was prompted and respondents were allowed to select as many nearby attractions as applicable. Around four fifths had been to Aberystwyth (84%) or Devils Bridge village (77%) with around a half having visited Nant yr Arian forest (49%) or Elan Valley reservoirs (46%). Around a third had been to Pontrhydygroes village (32%), The Arch forest or Devils Bridge steam railway (both 30%). Over a quarter had been to Llyn Brianne reservoir (27%) and 22% had been to Strate Florida abbey or Cwm Ystywth. Under a fifth had been to Llwynwernog Silver Lead Mine (17%). Only 5% had not visited any of the nearby attractions in the previous twelve months.

Figure 19: Q18 Which other sites respondents have visited in the last twelve months (All respondents)

Aberystwyth 84%

Devils Bridge (village) 77%

Nant yr Arian forest 49%

Elan Valley resevoirs 46%

Pontrhydygroes village 32%

The Arch forest 30%

Devils Bridge steam railway 30%

Llyn Brianne resevoir 27%

Strata Florida abbey 22%

Cwm Ystywth (industrial heritage site - mining) 22%

Llwynwernog Silver Lead Mine (Ponterwyd) 17%

None of these 5%

Sample base = Hafod: 92

31 Quality of Visitor Experience Survey: Hafod

8 Appendix 1: Questionnaire

Please do not hesitate to request the Welsh version of this questionnaire if required.

32 Appendix 1: Questionnaire

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34 Appendix 1: Questionnaire

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36 Appendix 1: Questionnaire

37 Quality of Visitor Experience Survey: Hafod

38 Appendix 1: Questionnaire

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40 Appendix 1: Questionnaire

41 Quality of Visitor Experience Survey: Hafod

42 Appendix 1: Questionnaire

43 Quality of Visitor Experience Survey: Hafod

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