Visitor Profile
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Visitor Profile Alberni Valley – Summer 2015 Concept and Model This visitor profile was created for the City of Port Alberni, in partnership with the local region, The Special Points of Interest: Sociable Scientists, and Vancouver Island University. Between June and October 2015, Visitors were intercepted from June to October of 2015. eleven ballot boxes were placed across the region in businesses and operations that visitors frequent. A total of 539 ballots were Prompted by an information poster on the Visitor collected and 230 surveys were Experience Survey, and the chance to with a prize completed. The response rate package (upon completion of the survey) provided was 43%. Out of 230 completed by tourism operators in the region, visitors could surveys, 44 were residents resulting in 186 useable surveys. complete a ballot with their name and email address while in the community, then drop it in the ballot box. Approximately two weeks later, The Sociable Scientists sent those visitors an invitation to complete an online survey on their experience in the region. Once the survey was closed in early October, The Sociable Scientists, and the VIU team analyzed the data, and then created this visitor profile. 1 Length of Stay Figure 1. Visitors were asked to indicate how many nights they spent in each region of Vancouver Island. The columns in Figure 1 show the average number of nights that visitors spent in each of the regions they visited, while the line shows the % of visitors that spent at least one night in each of the regions. Refer to map for regions. On average, visitors to the Alberni Valley spent 8 nights away from home. *Multiple options could be selected therefore combined percent does not equal 100%. For 63% of visitors, the Alberni Valley was the main destination of their trip, for 29% of visitors it was one of several planned stops but not the main destination, and for 8% of Figure 1. Length of stay by region visitors it was an unplanned stop Average # of Nights % of Visitors on their way to another destination. There were more 5.0 110% repeat visitors (68%) than first 4.3 time visitors (32%). 4.5 4.2 90% 4.0 80% 3.5 3.2 3.0 70% 3.0 Trip Purpose 2.5 2.5 When asked about the 2.5 50% purpose of their visit, 78% of visitors indicated their trip 2.0 24% 22% 30% was for leisure, 19% said 1.5 14% they were visiting friends 2% 1.0 5% and/or relatives, 5% said it 10% was for a combination of 0.5 business and leisure, and 3% said it was for business 0.0 -10% South Cowichan Central Pacific North North or work. Island Island Rim Central Island 2 Transportation Figure 2. Transportation to Figure 2. Visitors were asked to indicate what type of Vancouver Island transportation they used to travel to Vancouver Island. The results do not include visitors that reside on Vancouver Island. 1% of visitors or less chose seaplane, personal boat, and other. Airplane 19% Of the 81% of visitors that arrived by ferry, 32% landed at Duke Point, 29% at Departure Bay, and 22% landed at Swartz Bay. 88% of ferry passengers travelled in a vehicle and 12% were walk-on passengers. Of the 19% that arrived by air, 35% landed at the Comox Ferry 81% Valley Airport, 29% landed at the Nanaimo Airport, and 18% arrived at the Victoria International Airport. Figure 3. Transportation to and from the Alberni Valley Figure 3. This figure demonstrates what form of transportation visitors used to Personal vehicle 81% get to and from the Alberni Rental vehicle 12% Valley once they had arrived on Vancouver Island (including Recreational vehicle 3% residents of Vancouver Island). Rental recreational vehicle 1% “Nice area and close Bus - independent traveller 1% to travel to other Personal boat 1% destinations.” Bus - tour group member 1% 0% 20% 40% 60% 80% 100% 3 Trip Motivation Figure 4. The above word cloud represents the words visitors used to describe the inspiration for their trip to the Alberni Valley. The larger words are the ones visitors used more often in their response. “Have recommended this excursion to those with children or grandchildren. History buffs would also enjoy it. The opportunity to see the real pioneers of logging and the challenges of logging was great.” Figure 5. Trip planning Planning Figure 5. This figure shows how far in More than advance visitors planned their trip to and six months from the Alberni Valley. The results show 8% that 65% of visitors planned their trip less Spur of the moment than one month in advance, and 35% plan 12% their trip at least one month in advance. Between one week and one Up to one month week in 39% advance 14% Between one to six months 27% 4 Sources of Information Figure 6. Visitors were asked to indicate which sources of information they used to plan their trip before and during their visit. The top sources of information were friends and relatives (46%), previous personal experience (37%), and destination-specific website (36%). Sources with 5% or less were not included in the graph. *Multiple options could be selected therefore combined percent does not equal 100% Figure 6. Sources of trip planning information Friends and relatives 46% Previous personal experience (previous visit) 37% Destination-specific website 36% Regional tourism guide/pamphlet 18% Social media 15% Websites providing traveller reviews 12% Travel information centre 12% Travel booking website 9% Magazine/newspaper 7% Travel rack on BC Ferries 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Electronic Devices Figure 7. The figure shows what Figure 7. Electronic devices used for travel planning types of electronic devices visitors during trip used for travel planning purposes during their trip. The most popular devices were smartphones (50%), Smartphone 50% laptops (35%), and tablets (26%). *Multiple devices could be selected therefore combined Laptop 35% percent does not equal 100% Events Attended Tablet 26% Visitors were asked if they were visiting the Alberni Valley to attend a specific event. Of the 33% that None 20% said they were, the type of events included community Computer at an internet cafe, events/festivals (e.g. Fall Fair), accommodation provider, or 8% sporting events, and personal visitor centre events (e.g. weddings, 0% 10% 20% 30% 40% 50% 60% anniversaries, and birthdays). 5 Activities & Attractions Figure 8. Visitors were asked to indicate which tourism attractions they visited during their stay in the Alberni Valley. The most popular attractions were local shops/boutiques (49%), historical sites (46%), beaches (46%), and parks and trails (45%). Some of the “other” responses included the Harbour Quay, lakes, and fish ladders. Attractions with 5% of responses or less have been left out of this graph. *Multiple attractions could be selected therefore combined percent does not equal 100%. Figure 8. Tourism Attractions Visited Local shops/boutiques 49% Historical sites 46% Beaches 46% Parks and trails 45% Other 25% Farms and/or farmers' market(s) 24% Museums and/or interpretive centres 23% Artisan studios/workshops 18% First Nations facilities, cultural centres, and/or events 14% Playgrounds and/or water parks 14% Art galleries 12% Brewery, winery, distillery, and/or cidery 9% McLean Mill & Steam Train 8% Gardens 7% 0% 10% 20% 30% 40% 50% 60% Figure 9. When asked how they booked the activities and attractions they participated in, 55% of visitors booked ahead of time directly with the tour/activity company and 36% booked during their stay directly with the tour/activity company. *Multiple options could be selected therefore combined percent does not equal 100%. Figure 9. Booking activities & attractions Booked ahead of time directly with tour/activity 55% company Booked during my stay with the tour/activity company 36% Booked with a travel booking website 9% Booked through a Visitor Information Centre 5% Purchased a coupon using a discount website 3% Booked using a travel agency or tour operator 3% Other 1% 0% 10% 20% 30% 40% 50% 60% 6 Figure 10. Visitors to the Alberni Valley specified which activities their groups participated in during their stay. The top activities were shopping (43%), self-guided sightseeing (38%), beach activities (36%), boating and/or sailing (28%). Activities with 5% of responses or less have been left out of this graph. *Multiple activities could be selected therefore combined percent does not equal 100%. Figure 10. Activities participated in 45% 43% 40% 38% 36% 35% 30% 28% 27% 25% 19% 20% 17% 15% 11% 10% 10% 8% 6% 6% 5% 0% Figure 11. Food and beverage establishments utilized Figure 11. The most commonly used food and Restaurant 65% beverage establishments Cafe/coffee shop 50% for visitors were restaurants (65%), Grocery store 39% café/coffee shops (50%), and grocery stores (39%). Fast food/takeout/food truck 36% *Multiple options could be Pub/lounge 22% selected therefore combined percent does Bakery 21% not equal 100%. In-room dining/room service or hotel 18% restaurant Other 4% 0% 10% 20% 30% 40% 50% 60% 70% “I loved the drive-in restaurant, the food was great and it brought the 7 memories of times in the past. I would not have changed a thing.” Accommodation Figure 12. The bars in this figure show what percent of visitors stayed in each type of accommodation, and the number in brackets is the average number of nights they stayed. For example, 48% of visitors stayed in a hotel or motel and on average they stayed 2.2 nights. *Multiple accommodation types could be selected therefore combined percent does not equal 100%.