ORKNEY VISITOR SURVEY 2008/2009 Prepared for: Prepared by: HIE, Orkney Islands Council AB Associates Ltd & VisitOrkney Unit 3/4 c/o 14 Queen Street Kirk Business Centre KIRKWALL SCALLOWAY Orkney Shetland KW15 1JE ZE1 0TF Tel: 01856 874638 Tel: 01595 880852 Fax: 01856 872915 Fax: 01595 880853 e.mail:
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[email protected] March 2010 Contents EXECUTIVE SUMMARY Section Title Page 1 Introduction 1 1.1 Terms of Reference 1 2 Methodology 2 2.1 General Approach 2 2.2 Desk Based Research & Benchmarking 2 2.3 Survey Design and Implementation 3 2.3.1 Main Exit Survey 3 2.3.2 Self Completion Survey 3 2.3.3 Calibration Exercise 4 2.3.4 Interview Procedure and Schedule 4 2.3.5 Sample Size and Selection 5 2.4 Data Analysis and Reporting 6 2.5 Additional Issues and Lessons Learnt 6 2.6 Thank You 7 2.7 Report Format 7 EXIT SURVEY 3 Total Travel 9 4 Main Purpose of Trip 12 5 Trip Details 17 5.1 Social Group 17 5.2 Party Type 18 5.3 Party Size 19 5.4 Gender 20 5.5 Age 20 5.6 Origin 22 5.7 Previous Visits 24 6 Travel and Nights Away 26 6.1 Arrival and Exit Points 26 6.2 Nights Away 27 6.3 Visits to Orkney Areas 30 6.4 Internal Transport 32 7 Expenditure 33 8 Accommodation 38 9 Sources of Information/Inspiration 48 10 Activities 53 11 Feedback and Satisfaction 56 YACHT SURVEY 12 Yacht Survey 71 12.1 Total Yacht Travel 71 12.2 Yacht Trip Details 71 12.3 Yacht Expenditure 74 12.4 Sources of Information/Inspiration/Feedback & Satisfaction Yachts 74 OVERALL 13 Volume and Value of Tourism 77 Tables Number Title Page 2.1 Interview