Research Report

Quality of Visitor Experience Survey: Abergynolwyn

Prepared for: The Forestry Commission

Quality of Visitor Experience Survey: Abergynolwyn

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

Produced by BMG Research

© Bostock Marketing Group Ltd, 2013 www.bmgresearch.co.uk

Project: 8189

Registered in England No. 2841970

Registered office:

7 Holt Court North Heneage Street West Aston Science Park Birmingham B7 4AX UK

Tel: +44 (0) 121 3336006

UK VAT Registration No. 580 6606 32

Birmingham Chamber of Commerce Member No. B4626

Market Research Society Company Partner

British Quality Foundation Member

The provision of Market Research Services in accordance with ISO 20252:2006

The provision of Market Research Services in accordance with ISO 9001:2008

Investors in People Standard - Certificate No. WMQC 0614

Interviewer Quality Control Scheme (IQCS) Member Company

Registered under the Data Protection Act - Registration No. Z5081943

The BMG Research logo is a trade mark of Bostock Marketing Group Ltd

Executive summary

Table of Contents

1 Executive summary ...... 3 1.1 Quality of Visitor Experience research ...... 3 1.2 Abergynolwyn ...... Error! Bookmark not defined. 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...... 22 5.1 Overall rating of the site as a place to visit ...... 22

1 Quality of Visitor Experience Survey: Abergynolwyn

5.2 Rating of Abergynolwyn as safe and welcoming ...... 23 5.3 Reasons for ratings ...... 24 5.4 Recommending the site as a place to visit ...... 25 5.5 Visiting the site again ...... Error! Bookmark not defined. 5.6 Favourite thing about the site ...... 26 5.7 Enhancing the visitor experience ...... 27 5.8 Factors interfering with the visitor experience ...... 27 6 Site facilities ...... 28 6.1 Importance of site facilities ...... 28 6.2 Rating of site facilities (where used) ...... 29 6.3 Car park area ...... Error! Bookmark not defined. 6.4 Ratings of site facilities by perceived importance ...... 30 7 Information about sites ...... 31 7.1 Sources used to plan visit ...... 31 7.2 Visiting other attractions ...... 32 8 Appendix 1: Questionnaire ...... 33

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 43 visitor interviews completed at Abergynolwyn in 2012; throughout the report, comparisons have been made between findings at Abergynolwyn 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 Abergynolwyn Abergynolwyn or Nant Gwernol as it is also known is a rocky river gorge with cascading waterfalls and lies above the picturesque Tal-y-lly valley in the shadow of Cader Idris. The nearest towns or villages are Abergynolwyn, Tywyn, Machynlleth and Dolgellau. Abergynolwyn has a range of activities available to visitors including the Cascade Trail which follows the tumbling upland river and the Quarryman’s trail a longer trail which visits the ruined mine workings of Bryn Eglwys with expansive views of Cader Idris from high above Nant Gwernol station.

1.3 Perceptions of the site The majority of visitors said that Abergynolwyn was excellent or very good (98%) as a place to visit, which was higher than the average across sites in Wales (89%). Furthermore, the majority of visitors (84%) rated the site as either excellent or very good in terms of how safe and welcoming it is which was consistent with the average across Wales (85%). The majority of visitors would recommend Abergynolwyn as a place to visit – with almost four in five (77%) 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 which is consistent with the average (75%).

3 Quality of Visitor Experience Survey: Abergynolwyn

1.4 Strengths of the site Visitors’ favourite things about Abergynolwyn were the beautiful scenery/views, the peace/tranquillity/relaxation and walks/paths/trails available at the site. Visitors said that the choices of paths for walking and clear sign posting of paths and trails were particularly important when they were deciding to visit the site. Ratings for all 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 and clear sign posting of paths and trails.

1.5 Areas for improvement Over a third of visitors suggested a way in which their enjoyment of the site could be improved, with comments focusing on improving facilities or the environment. Just over one in ten mentioned that something interfered with their enjoyment; comments were wide ranging but a small number of visitors mentioned the weather, lack of/poor signposts, not enough/poor toilet facilities or problems with insects/flies/midges. 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 Abergynolwyn were more likely to be male than female which was consistent with the average. The age profile of Abergynolwyn visitors was older with more visitors being aged 45 or above which was similar to the average. Consistent with the Wales average Abergynolwyn visitors were likely to be classified as ‘Empty nesters’. However, visitors to Abergynolwyn were also more likely than average to be ‘Families’. Visitors were less likely than average to be visiting the site as part of a day trip that was close to home and more likely than average to be visiting as part of a longer holiday/visit. This was reflected with the majority of those who provided a postcode being wide spread. Under a half of visitors had been to Abergynolwyn before, which was lower than the average across sites reflecting the fact that the majority of visitors were visiting as part of a longer holiday/visit. Excluding first time visitors, visitors to Abergynolwyn were less likely than average to be frequent visitors, visiting at least weekly or monthly.

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: Abergynolwyn

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); Abergynolwyn (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 Abergynolwyn, a total of 43 visitors were interviewed, on 21st and 22nd April (12 interviews); on 15th and 16th August (15 interviews) and 1st and 2nd September 2012 (16 interviews). A sample size of 43 carries a maximum confidence interval of +/- 15%.

2.3 Report This report summarises results of the survey undertaken at Abergynolwyn during 2012, and includes site scores on key visitor measures. Throughout this report, comparisons have been made between findings at Abergynolwyn 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. 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).

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: Abergynolwyn

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 Abergynolwyn. 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 Abergynolwyn was made up of just under two thirds male (65%) and just over a third female (35%) which was relatively consistent with the average across sites. Visitors surveyed at Abergynolwyn were more likely to be older with over a half (55%) of visitors being aged 45 and over, and around two fifths (43%) 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 Abergynolwyn mean of 50 years old compared to a Wales average mean of 48 years. Consistent with the Wales average visitors to Abergynolwyn were likely to be ‘Empty Nesters’ (42% cf. 43% Wales average). However, visitors to Abergynolwyn were also more likely than average to be ‘Families’ (44% cf. 32% Wales average). Almost a half of visitors to Abergynolwyn were employed full time (47%), which was relatively consistent with the average across sites (54%). Just over a fifth of visitors (21%) were wholly retired from work which was also relatively consistent with the average of 16%. In terms of disability, 5% of visitors 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 (95%).

8 Visitor profile information

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

% Wales sites % Gender Male 65% 60% Female 35% 40% Age 16-24 5% 7% 25-34 9% 15% 35-44 30% 23% 45-54 19% 22% 55-64 30% 19% 65+ 7% 11% Refused 0% 2% Family Lifestage (Children in household) 44% 32% Empty Nesters

(Aged 45-65+ with no children) 42% 43% Young Independents

(Aged 16-34 with no children) 9% 15% Other 5% 10% Employee in full time job (30 hours plus Working status per week) 47% 54% Employee in part time job (under 30

hours per week) 14% 10% Self-employed full or part time 7% 9% On a government supported training programme (e.g. Modern Apprenticeship, Training for Work) 2% 0% Full time education at school, college or

university 2% 2% Unemployed and available for work 2% 1% Permanently sick/ Disabled 0% 1% Wholly retired from work 21% 16% Looking after the home 0% 4% Other 0% 2% Disability Yes 5% 7% No 95% 93% Sample base 43 2939

9 Quality of Visitor Experience Survey: Abergynolwyn

3.2 Group profile

3.2.1 Size of group In terms of group size, the profile of visitors at Abergynolwyn was relatively consistent to the average across all sites with over a tenth (12%) visiting alone and over a third (35%) visiting as a couple. A further fifth (21%) visited in a group of 3 and the same proportion visited in a group of 4 (8%) with 12% visiting in a group of 5 or more which were similar to the Wales average. Reflecting this, the mean number in a group at Abergynolwyn was the same as the mean number in a group across Wales which was three, with group sizes at the site ranging from one to eight.

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

12% One 18%

35% Two 41%

21% Three 14%

21% Four 15%

12% Five or more 12%

Abergynolwyn Wales Average

Sample base = Abergynolwyn: 43 / Wales Average: 2939

10 Visitor profile information

3.2.2 Composition of group At Abergynolwyn, over two fifths of visitors (42%) had any children in the group, which was higher than the average across sites in Wales (25%) reflecting the higher proportion of visitors than average classed as ‘families’. Around a fifth were visiting with children aged 0-5 years (21%) or children aged 11-15 years (19%) which was higher than the Wales average, with a further tenth visiting with children aged 6-10 years (12%) which was consistent with the average.

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

42% ANY Children in group 25%

21% Children aged 0-5 12%

12% Children aged 6-10 13%

19% Children aged 11-15 10%

Abergynolwyn Wales Average

Sample base = Abergynolwyn: 43 / Wales Average: 2939

11 Quality of Visitor Experience Survey: Abergynolwyn

4 Profile of visit

4.1 Type of visit Around a fifth of visitors to Abergynolwyn were visiting the site as part of a day trip less than three hours away from home (21%) which was significantly lower than the Wales average (66%). Almost three quarters of visitors to Abergynolwyn were visiting as part of a longer holiday/visit which was significantly higher than the Wales average (22%).

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

21% A day trip of less than 3 hours away from home 66%

2% A day trip of more than 3 hours away from home 6%

2% A visit that includes an overnight stay 6%

72% Part of a longer holiday/visit 22%

2% Don't know / refused 1%

Abergynolwyn Wales Average

Sample base = Abergynolwyn: 43 / 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 Abergynolwyn and providing a valid postcode were wide spread, reflecting the higher proportion than average who were visiting as part of a longer holiday or visit.

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

13 Quality of Visitor Experience Survey: Abergynolwyn

4.3 Frequency of visits

4.3.1 First time visitors Reflecting the fact that the majority of visitors were visiting as part of a longer holiday/visit, under a half of visitors had been to Abergynolwyn before (47%), 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 Abergynolwyn were less likely than average to visit at least weekly (15% cf. a Wales average of 24%) and less likely than average to visit at least monthly (5% cf. 194%). Three fifths (60%) visited at least yearly, which was higher than the average across the Wales sites (44%).

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

10% Every day 4%

5% 4-6 times per week 6%

0% 1-3 times per week 15%

5% 1-3 times per month 19%

10% 4-6 times per year 14%

50% 1-3 times per year 30%

20% Less often 13%

Abergynolwyn Wales Average

Sample base = Abergynolwyn: 20 / Wales Average: 2130

14 Profile of visit

4.4 Length of visit Visitors to Abergynolwyn had generally spent a similar time at the site to the average across the Wales sites, with two thirds (63%) spending less than 2 hours at the site compared to a Wales average of 58%. Almost two fifths (37%) of visitors had spent more than 2 hours at the site compared to a Wales average of 36%. Consistent with the average 2% of visitors to Abergynolwyn had spent more than 5 hours at the site. The average amount of time spent at Abergynolwyn was 1 hour and 46 minutes, which was consistent with 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)

5% 0-15 minutes 2% 7% 15-30 minutes 5% 16% 30-60 minutes 20% 35% 1 to 2 hours 31% 28% 2 to 3 hours 23% 7% 3 to 5 hours 13% 2% More than 5 hours 2% 0% Don't know / not sure 3%

Abergynolwyn Wales Average

Sample base = Abergynolwyn: 43/ Wales Average: 2939

15 Quality of Visitor Experience Survey: Abergynolwyn

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 Abergynolwyn are shown in the table overleaf. Over nine in ten (95%) had taken part in an ‘active’ activity1 e.g. cycling, running / jogging, while 2% had undertaken any kind of ‘passive’ activity e.g. seeing something in the forest. Respondents at Abergynolwyn 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 Abergynolwyn who had taken part in walking activities was higher than the average across sites in Wales with almost all visitors (98%) at Abergynolwyn taking part in walking activities compared to a Wales average of 72%. Abergynolwyn visitors were significantly more likely than average to have taken part in walking on sign posted trails than other walking activities (84% cf. 49% average). No visitors to Abergynolwyn had taken part in cycling activities compared to a Wales average of 17%. Over a third of Abergynolwyn visitors had admired the views which was higher than the average across Wales (37% cf. 19% average). A higher proportion than average had also taken part in photography (28% cf. 11% average) or had a picnic (21% cf. 11%).

1 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 Abergynolwyn Average Walking:

Dog walking 19% 32% Walking on a sign-posted trail 84% 49% Walking but not following sign posts 21% 15% SUMMARY: ANY WALKING 98% 72%

Cycling:

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

Other activities:

Admiring the views 37% 19% Photography 28% 11% Picnic 21% 11% Bird watching 9% 7% Seeing something in the forest (e.g. ancient tree or demonstration) 9% 3% Nature/ natural history visit 2% 4% Horse riding/pony trekking 2% 2% Other 7% 7%

Taken part in ACTIVE activities 95% 85% Taken part in PASSIVE activities 2% 12%

Sample Bases 43 2939

17 Quality of Visitor Experience Survey: Abergynolwyn

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. One visitor surveyed had taken part in horse riding and none had taken part in cycling or running/jogging, making base sizes too small to show results for these activities. Around a quarter of those who took part in walking activities at Abergynolwyn spent up to an hour (28%) or 2 to 3 hours (26%) on this with almost two fifths (38%) spending 1 to 2 hours on this activity. The mean time spent on this activity was one hour and forty one minutes which is 5 minutes less than the average time spent by visitors at this site.

Figure 9: Q7B. Approximate time spent on various activities (All respondents: 43; All who walked: 42)

Total time on site Time spent on walking

0-15 minutes 5% 2% 15-30 minutes 7% 7% 30-60 minutes 16% 19% 1 to 2 hours 35% 38% 2 to 3 hours 28% 26% 3 to 5 hours 7% 7% More than 5 hours 2% 0% Don't know/ not sure 0% 0% Average 1 hour 46 mins 1 hour 41 mins

18 Profile of visit

4.7 Additional Site Activities Visitors to Abergynolwyn were also asked whether they had been on the steam train from Tywyn today or in past. Over four fifths (84%) had been on the steam train either today or in the past. Visitors were also asked whether they had been on the Quarryman’s trail today or in the past and whether they listened to the audio commentary about the trail as they followed it. Over a half of visitors (54%) had been on the Quarryman’s trail either today or in the past and of those respondents who had been on the Quarryman’s trail 83% had listened to the audio commentary about the trail as they followed it.

Figure 10: A1/A2/A3. Additional activities undertaken today or in the past (All respondents: 43, Been on Quarryman’s Trail: 23)

Steam train from Listened to trail Quarryman’s Trail Tywyn audio commentary Yes – today 65% 35% 57% Yes – in the past 19% 19% 26% No 19% 47% 13% Not aware of it 0% 0% 4%

19 Quality of Visitor Experience Survey: Abergynolwyn

4.8 Overall spending in local area resulting from visit Visitors to Abergynolwyn 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 Abergynolwyn was £31 to £40 compared to an average across Wales of £11 to £20, reflecting the higher proportion than average who were 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% 21%

12% 12% 9% 7% 7% 7% 7% 7% 6% 5% 3% 3% 2% 2% 2% 2% 1% 2% 1% 2% 0% 0% 0%

Abergynolwyn Wales Average

Sample base = Abergynolwyn: 43/ Wales Average: 2004

20 Profile of visit

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 accommodation or transport including petrol, taxis, public transport, 5 respondents reported spending anything on car parking, 4 respondents reporting spending anything on non-routine shopping such as buying souvenirs, no respondents had spent anything on hiring equipment such as boats, bikes or horses or other miscellaneous items, so these elements have been excluded). Almost three fifths of respondents had spent something on admission fees to attractions (58%), with the median amount spent on this being £21 to £30. A similar proportion (56%) had spent something on food and drink purchased outside of any accommodation during their visit, with the median amount spent on this being £11 to £20.

Table 1: Average spend across individual items (All respondents) Proportion at Median spend at Abergynolwyn Median spend, Abergynolwyn spending where visitors

(All respondents) anything on this spent anything item Food and drink purchased outside of £3 to £5 56% £11 to £20 any accommodation

Admission fees to attractions £11 to £20 58% £21 to £30

Sample bases Sample base 43 N/A vary

21 Quality of Visitor Experience Survey: Abergynolwyn

5 Perceptions of the site

5.1 Overall rating of the site as a place to visit Abergynolwyn was rated very positively as a place to visit, with the majority of visitors saying the site was either excellent or very good (98%) which was higher than the average across all Wales sites (89%).

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

67% Excellent 49%

30% Very good 39%

2% Good 11%

0% Fair 1%

0% Poor 0%

Abergynolwyn Wales Average

Sample base = Abergynolwyn: 43 / Wales Average: 2899

.

22 Perceptions of the site

5.2 Rating of Abergynolwyn as safe and welcoming All respondents were asked how they would rate the site in terms of how safe and welcoming it feels. Abergynolwyn was rated very positively on this measure, with the majority of visitors (84%) 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)

51% Excellent 44%

33% Very good 40%

16% Good 13%

0% Fair 2%

0% Poor 0%

0% Very poor 0%

Abergynolwyn Wales Average

Sample base = Abergynolwyn: 43 / Wales Average: 2908

23 Quality of Visitor Experience Survey: Abergynolwyn

5.3 Reasons for ratings Respondents were asked to explain the reasons for their ratings of Abergynolwyn, 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’ (84% of respondents), the majority of respondents (84%) provided a reason for their rating. Close to a fifth (19%) said they felt safe or there was a lack of crime; other reasons provided by respondents were as follows: Over a third (36%) made a comment that was generally positive, for example lack of problems (11%) or it’s nice / good / pleasant / excellent / wonderful / fine / brilliant / enjoyable (11%); Just under a third (31%) mentioned the environment layout, for example well sign posted/clear signage (28%); A tenth (11%) mentioned activities, for example good walks/paths/ trails (11%); Almost one in ten (8%) said something about the facilities, for example wide staff/wardens are friendly/kind/helpful (8%) or well maintained (6%); Almost one in twenty (6%) said something about the location, for example good layout/well set out (6%); Only 3% mentioned the natural environment, for example views/scenery/ surroundings/greenery (2%).

24 Perceptions of the site

5.4 Recommending the site as a place to visit Visitors were asked whether they would recommend Abergynolwyn as a place to visit to a friend or relative. The majority provided one of the top two ratings (77% provided a rating of 9-10) and the mean score was 9.2, 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 Abergynolwyn, the percentage of customers who are Detractors is subtracted from the percentage of customers who are Promoters. This produces a score of 75%, 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)

63% 56%

21% 16% 13% 11% 5% 5% 2% 2% 2% 2% 0% 0% 1% 0% 0% 1% 0% 1% 0% 0%

0 1 2 3 4 5 6 7 8 9 10

Abergynolwyn Wales Average

Sample base = Abergynolwyn: 43 / Average Wales sample: 2829

25 Quality of Visitor Experience Survey: Abergynolwyn

5.5 Favourite thing about the site Respondents were asked what they liked most about Abergynolwyn. 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 Abergynolwyn was the beautiful scenery/views (63%) which was also the top aspect across all Welsh sites (54%), with the second favourite thing being peace, tranquillity and relaxation (33%) although this was lower than the Wales average (51%). A very sizeable proportion also mentioned the walks/paths/trails (30%).

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

63% Beautiful scenery/ views 54% 33% Peace/ Tranquillity/ Relaxation 51% 30% Walks/ Paths/ Trails 37% 12% Fresh air/ Being outside 16% 12% Contains river/waterfall/lake features 4% 9% Close to home/ Convenient 10% 9% Wildlife/ Bird watching 13% 9% Safe environment 11% 9% Clean/ Well looked after 8% 7% Nature/natural history (no other details) 1% 5% Like forests/ trees/ variety of trees 10% 5% Exercise/ Keeping fit 12% 5% Good signage/site is well signposted 1% 23% Other 6%

Abergynolwyn Wales Average

Sample base = Abergynolwyn: 43 / Wales Average: 2939

26 Perceptions of the site

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 two thirds (63%) said ‘nothing’ with over a third (37%) providing a comment. The most commonly mentioned aspects related to facilities (23%) or improving the environment in some way (12%). Twelve percent of visitors mentioned more/better toilet facilities and 7% mentioned more benches/seats/shelters.

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 (86%) said nothing, with over one in ten (14%) providing a comment. Comments mentioned related to: The weather (1 respondent); Lack of/poor signposts (1 respondent); Not enough/poor toilet facilities (1 respondent); Problems with insects/flies/midges (1 respondent).

27 Quality of Visitor Experience Survey: Abergynolwyn

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 Abergynolwyn. This question was prompted and respondents were able to select as many facilities as applicable. The facility which was the most important in visitors’ decisions to visit the site was ‘choices of paths for walking’ (37%) followed by ‘clear sign posting of paths and trails’ (21%). Even though this was a prompted question respondents were given the chance to mention anything else that may have been important in their decision to visit the site. Almost a quarter (23%) mentioned something other than what they were prompted with, with the other thing respondents mentioned the most being the train.

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

Choices of paths for walking 37%

Clear sign posting of paths and trails 21%

Printed information available 14%

Information boards/panels 14%

Cafe/restaurant/catering 5%

Other 23%

Sample base = Abergynolwyn: 43

28 Site facilities

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 all 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 the choices of paths for walking (88%) followed by clear sign posting of paths and trails (77%). Almost two thirds rated the printed information available (65%) or the information boards/panels (63%) as excellent or very good. No visitors rated the facilities as poor.

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

Choices of paths for walking (41) 41% 46% 12%

Clear sign posting of paths and trails (39) 41% 36% 15% 8%

Printed information available (37) 32% 32% 27% 8%

Information boards/panels (38) 32% 32% 29% 8%

Excellent Very good Good Fair Poor

Unweighted sample bases in parentheses

29 Quality of Visitor Experience Survey: Abergynolwyn

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)

95% Less important and More important and rated above average rated above average 90% A 85%

80% B Average rating of excellent 75% or very good = 73%

70%

65% C D

Ratings (% ratingexcellent / very good) 60% Average rating Less important and of importance = More important but rated below average rated below average 22% 55% 10% 15% 20% 25% 30% 35% 40% Importance (% saying important)

Sample bases vary

Table 2: Key to chart shown above

A Choices of paths for walking C Printed information available B Clear sign posting of paths and trails D Information boards/panels

30 Information about sites

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. Reflecting the lower number of visitors than average that had been to Abergynolwyn before, overall the most popular source was they had always known about the site or had been before with two fifths (40%) mentioning this compared to Wales average of 53%. This was followed by word of mouth (26%) which was consistent with Wales average (21%) or leaflet (21%) 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 Abergynolwyn Wales Always known about it/been here before 40% 53% Word of mouth 26% 21% Leaflet 21% 5% Road signs 2% 4% Map 2% 3% Internet/website 2% 6% Other 7% 5% Sample bases 43 2939

31 Quality of Visitor Experience Survey: Abergynolwyn

7.2 Visiting other attractions

Finally, visitors to Abergynolwyn 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. Over a half had been to Twywn (51%) and around two fifths had been to Machynlleth town (40%) or Tal-y-Llyn railway (37%). Around a third had visited Aberystwyth (33%) or Dalgellau town and 28% had visited Tal-y-Llyn Lake, Fairbourne or Barmouth. Almost a fifth (19%) 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)

Tywyn 51% Machynlleth town 40% Tal y Llyn railway 37% Aberystwyth 33% Dolgellau town 30% Tal y Llyn lake 28% Fairbourne 28% Barmouth 28% Corris Craft Centre 21% Cadair Idris 21% Harlech castle 19% Corris Steam railway 16% Centre for Alternative Technology 12% Coed y Brenin forest 9% None of these 19%

Sample base = Abergynolwyn: 43

32 Appendix 1: Questionnaire

8 Appendix 1: Questionnaire

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

33 Quality of Visitor Experience Survey: Abergynolwyn

34 Appendix 1: Questionnaire

35 Quality of Visitor Experience Survey: Abergynolwyn

36 Appendix 1: Questionnaire

37 Quality of Visitor Experience Survey: Abergynolwyn

38 Appendix 1: Questionnaire

39 Quality of Visitor Experience Survey: Abergynolwyn

40 Appendix 1: Questionnaire

41 Quality of Visitor Experience Survey: Abergynolwyn

42 Appendix 1: Questionnaire

43 Quality of Visitor Experience Survey: Abergynolwyn

44 Appendix 1: Questionnaire

45

With more than 20 years’ experience, BMG Research has established a strong reputation for delivering high quality research and consultancy. BMG serves both the social public sector and the commercial private sector, providing market and customer insight which is vital in the development of plans, the support of campaigns and the evaluation of performance. Innovation and development is very much at the heart of our business, and considerable attention is paid to the utilisation of the most recent technologies and information systems to ensure that market and customer intelligence is widely shared.