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Context and Methodology • Sociodemographic Portrait of the Tourist Cyclist • Tourism Behaviors • Conclusion

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Context and Methodology • Sociodemographic Portrait of the Tourist Cyclist • Tourism Behaviors • Conclusion Presentaon Plan • Context and Methodology • Sociodemographic portrait of the tourist cyclist • Tourism behaviors • Conclusion 1 1 Context and Methodology 2 Where is Quebec Populaon: 8.3 million 3 Project partners 4 Purpose of the Study • Beer understand bike tourists needs and evaluate actual and poten(al outcome of this segment • Establish a complete profile of the bike tourists that are users of Quebec bikeway network • Mo(vaons • Planning habits • Travel behavior • Travel spending • Level of sasfac(on • Etc. 5 Methodology • Approach that is the most representave possible from the touris(c use of the Methodology bikeway network • Web survey conducted with email database gathered from 4 dis(nct sources: • Coupons distributed in the Bienvenue cyclistes! cerfied accommodaons • Vélo Québec Database • Waterfront Trail in Ontario Database • League of American Bicyclists Database • The ini(al sampling plan aimed: Ini(al objec(ve • 400 respondants from Quebec cyclists • 200 respondants from outside of Quebec cyclists • Final sampling of respondants that made a trip of one or more nights in Final sampling Quebec that included a cycling ac(vity: • 1 254 respondants among Quebec cyclists • 219 respondants out of the province cyclists 6 VOUS FAITES DU VÉLO PENDANT VOTRE SÉJOUR ? COUREZ LA CHANCE DE GAGNER UN SÉJOUR D’UNE VALEUR DE 500 $ DANS L’UNE DE NOS RÉGIONS TOURISTIQUES ainsi que des livres sur les circuits cyclables au Québec en répondant à notre sondage* ! Votre opinion sur le tourisme à vélo au Québec est importante afin d’améliorer le développement de cette activité. La Chaire de tourisme Transat de l’ESG UQAM souhaiterait vous envoyer un questionnaire par courriel, afin de connaître vos habitudes de pratique lors de vos séjours au Québec. Merci d’avance et bonne chance pour le tirage ! Groupe d’âge: !18-24 ans !25-34 ans !35-49 ans !50-64 ans !65 ans et plus! Sexe:! !!Femme! !!Homme Durée du séjour: __________________ Pays d’origine / Province / État: ______________ Québécois, région de provenance: ______________ Methodology Est-ce que faire du vélo était la principale activité de ce séjour ? !Oui!!!!!!Non! Adresse courriel (en majuscules): _______________________________@_____________________ Soyez assuré(e) que vos réponses resteront confidentielles et anonymes, et que votre adresse courriel ne sera utilisée à aucune autre fin que ce sondage. * Les règlements du tirage vous seront transmis en même temps que le sondage. Coupons VOUS FAITES DU VÉLO PENDANT VOTRE SÉJOUR ? COUREZ LA CHANCE DE GAGNER UN SÉJOUR D’UNE VALEUR DE 500 $ DANS L’UNE DE NOS RÉGIONS TOURISTIQUES ainsi que des livres sur les circuits cyclables au Québec en répondant à notre sondage* ! Votre opinion sur le tourisme à vélo au Québec est importante afin d’améliorer le développement de cette activité. La Chaire de tourisme Transat de l’ESG UQAM souhaiterait vous envoyer un questionnaire par courriel, afin de connaître vos habitudes de pratique lors de vos séjours au Québec. Merci d’avance et bonne chance pour le tirage ! Groupe d’âge: !18-24 ans !25-34 ans !35-49 ans !50-64 ans !65 ans et plus! Sexe:! !!Femme! !!Homme Durée du séjour: __________________ Pays d’origine / Province / État: ______________ Québécois, région de provenance: ______________ Est-ce que faire du vélo était la principale activité de ce séjour ? !Oui!!!!!!Non! Adresse courriel (en majuscules): _______________________________@_____________________ Soyez assuré(e) que vos réponses resteront confidentielles et anonymes, et que votre adresse courriel ne sera utilisée à aucune autre fin que ce sondage. * Les règlements du tirage vous seront transmis en même temps que le sondage. 7 Methodology Number of accommodaons Number of accommodaons Number of coupons distributed Samples solicited that par-cipated 203 131 7 415 Répar--on des coupons récoltés Bas-Saint-Laurent 147 Cantons-de-l'Est 291 Number of Centre-du-Québec 82 respondants Chaudière-Appalaches 154 Gaspésie 52 Lanaudière 148 585 Laurendes 433 Mauricie 96 Montérégie 38 Montréal 10 Région de Québec 159 Outaouais 142 Saguenay–Lac-Saint-Jean 246 1998 Response Total rate : Survey conducted between October 7th and October 23th 2014 29% 8 Methodology • Database formed of about 80 000 cyclists (travel agency, The samples VQ events, members and newsleIer subscribers) • Survey conducted between October 7th and October 23th 2014 • Database of 3 600 cyclists from Ontario (neighboring province) • Survey conducted between October 23th and October 29th 2014 • Database of 1 880 american cyclists members of the associaon • Survey conducted between October 16th and October 29th 2014 9 Methodology • Distribu(on of the sample that made a trip of one or more nights Respondants in Quebec that included a cycling ac(vity in 2014 4% 32% Bienvenue cyclistes! Database Vélo Québec Database 64% Ontario and USA Database N = 1 473 10 Methodology • Respondants are 18 of age and older Respondant • To qualify, had to prac(ce cycling in Quebec during a trip of one or more nights during 2014 season Caracteri(cs • Survey during fall to gather all the informaon concerning bike trips during the whole season and to maximise the sampling. • Weigh(ng established among respondants from Bienvenue cyclistes! database • Numbers of coupons sent took into consideraon the poten(al volume of each accommodaon Weigh(ng • To correct the oversize of few accommodaon samples, we considered the volume of coupons sent vs the volume received 11 Sociodemographic portrait 2 of the tourist cyclist 12 Sociodemographic portrait Age 8% 10% 19% • 66% aged between 46 and 36% 37% 65 65+ 44% 56-65 • Cyclists from outside the 31% 29% 46-55 province tend to be older 20% 36-45 (63% 55+ vs 44%) 14% 14% 9% 18-35 11% 7% 10% Québec Outside Québec Total 13 Sociodemographic portrait Household income • Tourist cyclists present higher 4% 11% 8% income 17% 23% 200 000 $ + 150 000 - 199 999 $ 24% • More than half (52%) of the 23% 100 000 - 149 999 $ 75 000 - 99 999 $ cyclists from outside make 23% 50 000 $ - 74 999 $ 100k+ 24% Less than 50 000 $ 15% • Cyclists from outside the 17% 10% province have higher Québec Outside Quebec household income 14 Sociodemographic portrait Where do they come from 3% 0,3% 2% 7% Québec • 21% of bike tourists come from outside 9% Ontario Other Canadian provinces Quebec United-States • 79% Europe Distribu(on similar to the Quebec overall Elsewhere in the world N = 1998 tourism paern 15 3 Tourism behaviors 16 Tourism behaviors Lenght of the trips 42% Québec Outside Québec • Quebecers : 4 nights in average per stay 26% 23% • Other markets : 7 nights in 17% 17% average per stay (42% stay at 13% 14% 12% 12% 9% 10% least a week) 5% • 46% of the trips of the 55+ are 1 night 2 nights 3 nights 4 nights 5-6 nights 7 nights + 4 nights and over 17 Tourism behaviors Hours of cycling per day • 3.8 hours per day in average 4,1 • 21 hours of biking per trip 3,9 3,7 • The older they get, the more 3,7 they cycle! 3,5 18-35 36-45 46-55 56-65 65+ 18 Tourism behaviors Numbers of kilometers per stay 10% 15% 34% • 56% of the bike 41% tourists from outside 500 km + Québec cycled over 30% Between 200 and 499 km 20% 200 km Between 100 and 199 km 27% • Only a quarter cycled 24% Between 0 and 100 km less than 100 km Québec Outside Quebec 19 Tourism behaviors Tourism spending Segment Average per stay Average per day • Average spending for a Quebec 554$ 210$ group of two Outside Quebec 1391$ 243$ • Bike tourists spend Used Route verte 736$ 229$ more than average Total average 676$ 214$ leisure tourists (202$) • 56-65 segment spends • Bikeway over 5000 kilometers the most (242$/day) linking all parts of Quebec • Velo Quebec is responsible for its development and coordinaon 20 Tourism behaviors Tourism spending 3% 1% Transport 12% 13% Lodging 4% • Restaurants Lodging explains 44% of the Tourism arac(ons spending Food and beverage 24% 44% Clothing, equipment • 37% of spending Other related to food 21 Tourism behaviors Time of planning 21% • Outside markets plan 19% 55% Over 2 months advance long in advance (2 1 to 2 months in advance months +, 55%) 1 to 4 weeks in advance 36% • Strong correlaon 19% Less than a week in advance between lenght of stay I didn't plan 21% 18% and (me of planning 6% 3% 2% Québec Outside Quebec • 18-35 more encline to plan last minute 22 Tourism behaviors Informaon used for planning 75% Internet 58% 51% Bikeway network map 35% Regional tourist guides 39% 31% Bikeway network guide 38% 28% • 19% 3 types of informaon used Friends and relaves 26% 33% in average to plan Route verte guide 23% 26% Outside Brochures, flyers 21% Quebec • Web is an essen(al, specially Tourism office 23% 13% Québec for outside markets (75%) 18% Newspaper and magazines 11% 9% Cycling club 9% • Bikeway network map 2nd in 4% Consumer show 8% importance 2% Social media 4% 5% Travel agency 3% 31% Already knew the des(naon 39% 23 Tourism behaviors Tools used at des(naon Paper map of the regional cycle 56% network 44% 38% Smartphone 30% General map road of the region 35% (paper format) 26% • Smartphones 2nd useful 41% Bike tourism guide or brochure 22% tool at des(naon (32%) 20% Regional tourist guide 22% • Bike tourim guides or Outside Québec 18% paper maps very helpful Bike GPS 15% for outside markets (41%) 14% Québec Tablet 12% 14% • 18-35 rely mainly (55%) on GPS 9% their smartphones 11% None 13% 24 Tourism behaviors What ac(vi(es other than cycling Purchase of local products 37% 39% 49% Fine cuisine 34% Visit of a natural park 44% 32% • Bike tourists are very Camping 26% 31% ac(ve! (4 ac(vi(es in Hiking 20% 27% Wildlife observaon
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