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National Museums Li Ional Museums Liverpool Erpool May 2016 NATIONAL MUSEUMS LIVERPOOL VISITOR PROFILING SURVEY 2015 - 16 WORLD MUSEUM NORH WE RE EARCH North West Research, operated by: The Liverpool City Region Local Enterprise Partnership 12 Princes Parade Liverpool, L3 1BG 0151 237 3521 North West Research This study has been produced by the in-house research team at the Liverpool City Region Local Enterprise Partnership. The team produces numerous key publications for the area, including the annual Digest of Tourism Statistics, in addition to collating key data and managing many regular research projects such as Hotel Occupancy and the Merseyside Visitor Survey. Under the badge of North West Research (formerly known as England’s Northwest Research Service) the team conducts numerous commercial research projects, with a particular specialism in the visitor economy and event evaluation. Over the last 10 years, North West Research has completed over 250 projects for both public and private sector clients. 222 | NM Visior Profiling WM Annual Repor NORH WE RE EARCH CONTENTS INTRODUCTION 1.1 Background 1.2 Research aims 1.3 Methodology 1 1.4 Visits to venue RESPONDENT PROFILE 2.1 Visitor origin 2.2 Type of visitor 2.3 Respondent age 2.4 Respondent gender 2 2.5 Economic status 2.6 Disability 2.7 Educational Level 2.8 Ethnicity GROUP PROFILE 3.1 Type of group visiting with 3.2 Group composition 3 RESPONDENT BEHAVIOUR 4.1 Mode of travel 4.2 Length of stay 4.3 Main reason for visit 4 INFLUENCES AND MOTIV ATIONS 5.1 Motivations for visit 5.2 Influences on visit 5 5.3 Previous visits to NML venues 5.4 Frequency of visiting venue FACILITY USAGE AND S ATISFACTION RATINGS 6.1 Use of the cafe and shop 6.2 Satisfaction levels 6 6.3 Recommending LIFESTYLE Newspapers read 7.1 7 7.2 Radio stations 7.3 Internet Appendices Appendix 1: Questionnaire 333 | NM Visior Profiling WM Annual Repor NORH WE RE EARCH INTRODUCTION 1 1.1: BACKGROUND The World Museum is part of National Museums Liverpool (NML), the only national museum group in England based outside London. The museum, formerly the Liverpool Museum, was renamed World Museum on 29 April 2005 when a new aquarium, refurbished galleries and a new entrance were opened. The venue includes a planetarium, natural history centre, bug house, displays about the ancient worlds and dinosaurs amongst other galleries. The World Museum is located in the Museum Quarter, adjacent to the city’s Central Library, Walker Art Gallery and St. George’s Hall. The venue offers a shop and cafe, and hosts special exhibitions. Entry to the venue is free. Liverpool has grown as a visitor destination over the years to the point where in 2014 it was ranked 6th in the UK for overnight overseas visits – in part this having been boosted by raised awareness of the destination by 2008 European Capital of Culture. Hence, the audience profile across all NML venues comprises not just local residents but also significant numbers of tourists. For the last twelve years, National Museums Liverpool has conducted research amongst visitors at these venues, establishing both the profile of visitors and their reasons for visiting. The primary research has been conducted via face-to-face surveys at individual venues. National Museums Liverpool commissioned North West Research to conduct profiling information for the financial year 2015/2016. This report represents a summary for the World Museum, with an overall report for all venues also available. 1.2: AIMS The aims of the study are to fulfil the following: • To profile and deliver intelligence on the visitors to National Museums Liverpool; • Provide regular updates and key findings throughout the year; • Deliver responses to ad-hoc queries from National Museums Liverpool; • Provide the context for the research in terms of Liverpool City Region and its hinterland. | NM Visior Profiling WM Annual Repor NORH WE RE EARCH 1. 3: METHODOLOGY A face-to-face survey using a semi-structured questionnaire (attached in appendix) was administered by field staff from North West Research. This was conducted as an exit interview, with random sampling to ensure a cross-section of visitors were obtained. Interviewing took place from April to March 2015/16, with a total of 643 full valid interviews having taken place. This was split as shown below: Interviews Q1 (Apr - Q2 (Jul - Q3 (Oct - Q4 (Jan - Total Jun) Sep) Dec) Mar) WM 177 194 144 128 643 Interviews were scheduled to be representative of the overall visit patterns at the venue, in order to give us 95% confidence in the data within the annual report. 1.4: VISITS TO VENUE Visits to the World Museum over the last few years were as follows, with (in total) approximately 684,310 visits in 2015/16: 900,000 777,020 771,585 755,715 800,000 737,670 700,431 665,494 684,310 700,000 613,745 579,728 600,000 553,095 500,000 400,000 300,000 200,000 100,000 0 555 | NM Visior Profiling WM Annual Repor NORH WE RE EARCH VISITOR PROFILE 2 2.1: VISITOR ORIGIN The majority of respondents were All respondents were asked for either their postcode or home town. This from within the Liverpool City was then used to code responses up into the categories below. (Note: the Region (51%), followed by 17% annual report is used to code each venue’s visitors by more detailed from the rest of the North West geographies – in general, the smaller quarterly samples having lower Region. reliability for such detail). 21% came from elsewhere in the Overseas, 10. St.Helens, 3.1 UK, outside of the North West – 7% % Sefton, 10.9% including the Yorkshire, West Midlands and Wales. Liverpool, 19.9 Elsewhere % UK, 21.3% Liverpool City Region 50.7% Wirral, 12.3% Cheshire, 5.8 Lancashire, 4. 0% % Gtr Cumbria, 0.5 Manchester, 6. Knowsley, 3.4 Halton, 1.1% % 9% % 11% of all visitors were from overseas. • 2% from Ireland • 4% from elsewhere in W. Europe • 1% from North America • 1% from Australia / New Zealand 666 | NM Visior Profiling WM Annual Repor NORH WE RE EARCH If we compare the broad origin of visits to the venue against that for the City Region as a whole, this can be useful; note that here we deliberately split The Liverpool City Region the data between day and staying visitors and that data excludes residents. We describe the immediate geography as being the Comparison: Day Visitors “Liverpool City Region” (not to be confused with the Liverpool Local Visitors at WM All visitors to the City Region Authority area or the City Centre). Although there are a number of definitions, for our purposes this covers the six districts comprising ‘Merseyside and Halton’; the same area as covered by the Liverpool City Region Local Enterprise Partnership: Comparison: Staying Visitors Visitors at WM All visitors to the City Region Overseas=40% Overseas=14% 777 | NM Visior Profiling WM Annual Repor NORH WE RE EARCH Overview of visitor Origin NML WM Liverpool City Region 34.3 % 50.7 % Liverpool 14.4% 19.9% Wirral 9.0% 12.3% Sefton 6.2% 10.9% Knowsley 1.5% 3.4% St.Helens 1.9% 3.1% Halton 1.3% 1.1% Elsewhere NW 16.2 % 17.2 % Gtr Manchester 5.6% 6.9% Cheshire 5.8% 5.8% Lancashire 4.1% 4.0% Cumbria 0.8% 0.5% Elsewhere UK 35.2 % 21.3 % Overseas 14.3 % 10.7 % As an overview, the World Museum saw a higher proportion of visitors from local areas than is typical of NML venues. In part this may be down to the ‘draw’ of the venue, but inevitably also its central location. In the chart below we indicate what this origin might mean in absolute numbers – and also in terms of change over time. Visitor numbers 600,000 490,000 500,000 476,000 398,000 400,000 369,000 347,000 298,000 300,000 200,000 146,000 120,000 118,000 112,000 112,000 108,000 105,000 103,000 102,000 98,000 97,000 91,000 88,000 88,000 81,000 73,000 73,000 100,000 62,000 ,000 City Region Elsewhere NW Elsewhere UK Overseas resident 2010/11 2011/12 2012/13 2013/14 2014/15 2015/16 Figures rounded to nearest 1,000 888 | NM Visior Profiling WM Annual Repor NORH WE RE EARCH 2.2: TYPE OF VISITOR There is a lower level of staying Respondents were asked what the nature of their trip was to the area. Note that to visitors in the visitor mix at the a large extent data within this section might reflect that of the visitor origin. World Museum (29%, compared to the NML average of 45%). 100% 3.3% 7.8% 90% 25.8% 80% 37.4% 70% 60% Staying trip (elsewhere) 50% Staying trip (within LCR) 40% 70.9% Day trip from home 30% 54.8% 20% 10% 0% WM NML average Estimated city centre rooms sold* As background, data from the tourist board shows there is a strong ongoing increase in the 1,849,217 1,714,615 number of hotel rooms being 1,377,967 sold in the city centre, to the 1,206,418 1,145,538 924,395 908,839 1,043,130 745,047 707,081 point where this now exceeds 2005/6695,252 2006/7 2007/8 2008/9 2009/102010/112011/122012/132013/142014/15 2015/16 that observed in Capital of Culture year; should this growth continue, this might be expected to impact on International Slavery Museum.
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