W Ild P Urbeck NIAV Isitor S Urvey R Eport 1
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Wild Purbeck NIA Visitor Survey Report 1 Wild Purbeck NIA Visitor Survey Report Date: 27 July 2014 Version: FINAL Recommended Citation: Cruickshanks, K. & Floyd, L. (2014) Wild Purbeck NIA Visitor Survey Analysis Report. Footprint Ecology 2 Wild Purbeck NIA Visitor Survey Report Summary This report sets out the results of a visitor survey of the Wild Purbeck Nature Improvement Area focussing on three case study areas: Arne Peninsula, Greenlands and Wareham Forest. Survey approaches include interviews, counts of visitors and counts of parked cars. Face to face interviews: Face to face interview work was carried out in two pulses (May/June and August/September) over 48 days, totalling 672 hours of survey time. Each of the 21 survey locations (7 in each case study area) was covered on a week day and a weekend day in term time and then again during the school holidays with 32 hours of survey time at each location. In total, 677 groups were interviewed, comprising 1539 people and 526 dogs, the equivalent of one dog to every 2.9 people. June and August were the busiest survey months with 80% of interviews conducted in these two months. The most interviews were collected in the Wareham Forest / Gore Heath area; 49.3% compared to 21.3% at Arne Peninsula and 29.4% at Greenlands area. Counts of people: 3033 groups were recorded as either entering or leaving the survey points, comprising 5241 adults, 889 children, 2251 dogs and 1597 cyclists. These totals equate to 9 groups, 15.6 adults and 7 dogs per hour. The busiest site overall was the Sika Trail car park, with around 14% of all groups entering or leaving being recorded here. Sika Trail also had the highest percentage of dogs recorded overall, accounting for 18% of all dogs recorded entering or leaving. 25% of all cyclists were recorded on Ferry Road. The busiest area out of the three case studies is Wareham Forest with dog walking as the focus. Cycling is focussed around Greenlands and Arne Peninsula is a focal area for families. Groups and dogs: Interviewed groups tended to be comprised of people within the age group 41-65 years. Singletons were most frequently interviewed (55% of all interviewed groups) and family groups accounted for 10% of groups. From the 677 groups interviewed across both survey periods, 53% had one or more dogs with them and in total 526 dogs were counted. The site with the highest proportion of dogs was Great Ovens, where 94% of interviewed groups had at least one dog with them and 71% of groups were recorded with dogs off the lead. Interviewed groups in the Wareham Forest area were the most likely to have dogs with them (76%) compared to the Greenlands area where only 18% of groups had dogs with them. Types of visitor: The majority of visitors were travelling from home on a day trip (81%) and 15% were on holiday in the area. The most popular main activity was dog walking, accounting for 47% of all responses; walking was the second-most common response with 18% of responses. Dog walking was the single-most popular activity at 11 of the 21 sites. If the two categories for cycling (off and on road) are combined then cycling is the second most popular activity (23%). 3% cited wildlife watching as their main activity however a further 14% stated that it was an additional activity Transport: Overall, the majority of visitors arrived by car or van (63%), with 18% arriving on foot or by bicycle. At Greenlands, 50% travelled by bicycle. Car was the most popular method of transport across the Arne Peninsula and Wareham Forest. Home postcodes: Visitors originated from a wide range of locations although the majority of visitors are from the south coast with a spread via the M3 corridor to London and the Home Counties Overall, 82% of visitors whose home postcodes could be located provided postcodes from within Dorset. Dorset residents were interviewed the most at Great Ovens, Oak Hill and Stoborough New Road. Purbeck District residents were most often interviewed at Stoborough New Road and 3 Wild Purbeck NIA Visitor Survey Report Tantinoby Farm. Overall Wareham Forest is the most locally used case study area with 91% of interviewee postcodes from within Dorset and 60% from within Purbeck District. Similarly, 59% of visitors to the Arne Peninsula originated from within Purbeck District. Greenlands has a low level of visitation from the Purbeck District (11%) but a high relative use by Dorset residents (mainly East Dorset and the conurbation). Half (50%) of visitors that travelled to the survey location by car/van lived within 8.2km of the site and 50% of those who walked lived within 0.7km. Three quarters of all visitors with dogs travel from within 10km of the survey location. Visit duration: 42% of respondents had spent or intended to spend less than one hour in the area on the day of the interview. The majority of dog walkers spent less than one hour on site (69%). summer was the preferred time to visit the area, accounting for 31% of responses. Overall, dog walkers visit most often, with 32% stating they visit on a daily basis. Motivation for visiting: The most commonly cited reason for choosing to visit a site specifically, rather than another local site, was that it was close to home, accounting for 24% of all responses. Closeness to home and scenery were the most popular reasons given for all sites within Wareham Forest. Within the Arne Peninsula area, Stoborough New road and Sunnyside were selected for closeness to home whereas other sites such as Arne and Soldiers road were visited for enjoyment of scenery. Within the Greenlands Area, marked trails were a popular reason but a number of respondents gave specific reasons under ‘other’. Scenery was the most important reason for visiting for non cycling family groups and small groups of adult cyclists whilst family cyclists were visiting the site mainly for the suitability for cycling. Closeness to home and a choice of routes was the most popular reason stated for larger groups of adult cyclists and also dog walkers. Routes: The shortest routes were recorded for dog walking and wildlife watching with 50% of visitors walking 2.4km and 3.3km respectively whilst undertaking these activities. Cyclists reported the longest routes with a maximum of 44.8km for on road cycling and 41.7km for off road. The longest routes for activities such as walking and cycling are recorded at Greenlands. The longest dog walking routes are recorded in Wareham Forest. Using route data we can map ‘visitor intensity’ and identify the busiest areas as around Ferry road and the start of the Greenlands Track, Studland Village, Sharford Bridge and the Sika trail Car Park. When considering numbers of routes other locations are added to this list including Tantinoby Farm and Lawsons Clump in Wareham Forest. Driving transects: In total, 33 driving transects were completed; each including 70 locations in three circuits. Across all transects, 3685 vehicles were counted in total. The highest overall count was carried out in July during a midday transect; 484 vehicles were counted. 4 Wild Purbeck NIA Visitor Survey Report Contents Summary 3 Contents 5 Acknowledgements 6 1. Introduction 7 Overview ................................................................................................................................................................. 7 Aims and structure ................................................................................................................................................. 7 2. Objective 1: Visitor Survey Methods 9 3. Face to face visitor survey results 17 Overview ............................................................................................................................................................... 17 Face to face visitor work summary ....................................................................................................................... 17 Tally data summary .............................................................................................................................................. 20 Group size, composition and dogs........................................................................................................................ 27 Visitor type ........................................................................................................................................................... 30 Activities ............................................................................................................................................................... 31 Visitor type by activity ..................................................................................................................... 32 Mode of transport to reach site ........................................................................................................................... 36 Home postcodes and distance travelled .............................................................................................................. 39 Visitor origins ................................................................................................................................... 39 Visitor origins according to deprivation............................................................................................ 40 Distance from home postcode to survey point ................................................................................. 41 Distance travelled and main activity ...............................................................................................