TNZ Visitor Experience Monitor - 2011-12

Tourism New Zealand Visitor Experience Monitor 2011/2012
VEM Background and Methodology
Background
The Visitor Experience Monitor (VEM) is an annual survey of 4,500 international tourists that have visited New Zealand primarily for holiday or visiting friends and relatives (VFR) purposes The VEM is conducted on an annual basis by Tourism New Zealand and is used to track the experiences of international tourists during their stay in New Zealand
Methodology
The survey is an online based survey that is completed by international tourists between one and three weeks after returning home. Email addresses of international tourists are collected while they are in New Zealand. The emails are collected through two methods:

Face to face collection in the departure lounges of Auckland, Wellington and Christchurch International Airports Respondents to the International Visitor Survey who agreed to further research
Emails are collected throughout the year and are weighted based on the natural distribution of New Zealand visitor numbers throughout the year, which is obtained through Statistics New Zealands International Travel and Migration Survey and includes :

Age of New Zealand visitors Gender of New Zealand visitors Country of residence of New Zealand visitors
Tourism New Zealand |
VEM Background and Methodology (contd)
In 2011/12 4,566 international tourists completed the VEM. Broken down by market this included :

Methodology
Australia 1,695 UK 660 USA 321
Germany 265
China 176 Japan 216 Korea 116
Key areas the VEM covers include:

International tourists satisfaction with key components of a trip to New Zealand Information sources used pre and during a trip to New Zealand Use of social media pre, during and post a trip to New Zealand Regional visitation Activities undertaken Accommodation and transport used Use of i-SITEs Environmental and safety aspects of a trip to New Zealand Brand awareness Demographics
Tourism New Zealand | 3
Overall Visitor Satisfaction
Overall visitor satisfaction has remained constant, however the proportion very likely to recommend New Zealand has slightly decreased.
Overall Visitor Satisfaction (International Visitors to New Zealand)
2009/10(1)
Overall Satisfaction with New Zealand Proportion Not Highly Satisfied with New Zealand(4) Proportion Very Likely to Recommend New Zealand(5) Proportion Likely to Recommend New Zealand(6)
2010/11(2) 8.9
2011/12(3) 8.9
9.0
9%
11%
11%
82%
80%
79%
97%
96%
96%
Notes: 1. Sample size n = 4,542; 2. Sample size n = 4,516; 3. Sample size n = 4,566;
4. Not highly satisfied is defined as those rating their overall visit to New Zealand 1 to 7 on a 10 point scale where 1 is Not at all satisfied and 10 is Extremely satisfied; 5. Very likely to recommend is defined as those stating a 9 to 10 on a 10 point scale where 1 is not at all likely to recommend and 10 is extremely likely to recommend; 6. Likely to recommend is defined as those stating a 7 to 10 on a 10 point scale where 1 is not at all likely to recommend and 10 is extremely likely to recommend Significantly higher than a year ago Tourism New Zealand | Significantly lower than a year ago
Satisfaction with Activities and Environment aspects remain stable and high. There have been small decreases in satisfaction with Accommodation and Food and Beverage.
Overall Visitor Experience (International Visitors to New Zealand, 2011/12)(1)
2010/12(2) Satisfaction Score Importance Accommodation 18% Food and Beverage 11% Internal Transport 5% 8.4 Activities 35% i-SITEs
2010/11(2)
8.3
17%
8.4
8.0
10%
8.1
7%
8.4
Overall Satisfaction 8.9
8.9
30%
8.9
NCI Environment 21% Safety 10%
8.7
12%
8.6
8.9
9.0
14%
9.0
8.8
10%
8.7
Key
Aspect of Experience
Importance xx% 2011/12 Satisfaction x.x
Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516
Significantly higher than a year ago Significantly lower than a year ago
Overall satisfaction remains relatively consistent this year across all countries, with the exception of a significant increase amongst Japanese visitors
Overall Visitor Experience by Country (International Visitors to New Zealand)
2009/10 2010/11 2011/12
9.1 8.9 8.9
9.2 9.3 9.1
9.4 9.3 9.2
9.3 9.3 9.2 8.7 8.8 8.8 8.6 8.6
8.9 8.4 8.1 8.2
Australia
Sample size
1,111 1,280 1,695 787
UK
USA
Germany
China
Japan
Korea
851 1,656
378
419
321
374
302
265
158
154
176
236
234
216
174
134
116
The UK, USA and Germany markets rate their New Zealand experience higher than the overall average
Overall Visitor Experience by Country (International Visitors to New Zealand, 2011/12)(1)
Australia
UK 8.6
USA 8.6
Germany 8.1
China 8.4
Japan 8.0
Korea 7.5
Accommodation
18% Food and Beverage 11% Internal Transport 5% 8.4 8.0 8.3
8.5
8.3
8.1
8.0
7.6
8.2
7.7
7.3
8.6
8.5
8.9
8.2
8.5
7.8
7.9
Overall Satisfaction 8.9
Activities
35% i-SITEs NCI Environment 21% 9.0 8.7 8.9
8.9 8.6
9.0 9.0
9.2 8.8
9.1 8.8
8.7 9.2
8.7 8.6
8.5 8.4
8.8
9.0
9.3
8.9
9.2
9.1
9.0
Safety
10% Key
8.8
8.7
8.9
9.2
9.1
8.9
8.5
8.4
Overall Satisfaction
8.9
Sample size 1,695
9.1
660
9.2
321
9.2
265
8.8
176
8.9
216
8.4
116
Notes: 1. Sample size n = 4,566 Significantly higher than average Significantly lower than average
Activities involving natural scenery are those with the highest levels of satisfaction, while town or city based activities are amongst those with the lowest levels of satisfaction
Visitor Activities Satisfaction (International Visitors to New Zealand, 2011/12)(1) Top 5 Activities
9.1 9.1 9.1 9.0 9.0 8.0 8.0 8.0 7.9 7.7
Bottom 5 Activities
Scenic bush walk
Mountain climbing / rock climbing / absailing
Caving
Photography
Sporting event activity (E.g. rugby)
Sky Tower
Eating out / restaurants
Skiing / snowboarding
Bars / nightclubs
Shopping
Sample size 183
120
141
153
164
220
335
95
223
348
Notes: 1. Only includes activities with sample size greater than 50

Accommodation
More visitors to New Zealand used Private Homes or Friends for accommodation this year Use of Motels reduced
Accommodation Types Used While in New Zealand (% International Visitors to New Zealand, 2011/12)(1)(2)
The average number of different accommodation types used is 2.0, slightly down from 2.1 last year
42%
37% 29% 20% 17% 13% 11%
7%
Homestay
7%
Free Camping
5%
Boutique Accomm
5%
Exclusive/ Luxury Lodge
3%
Farmstay
2%
Student Accomm
1%
Marae
Hotel
Private Home / Friends
Motel
Backpackers Hostels
Camping Holiday home Bed and Ground / / Serviced Breakfast Holiday Park Apartment or Timeshare
2010/11(3) 45%
34%
32%
19%
18%
13%
12%
7%
7%
7%
6%
4%
1%
1%
Notes: 1. Multiple response question; 2. Sample size n = 4,566; 3. Sample size n = 4,516
The overall decrease in satisfaction with Accommodation has been driven by the price of accommodation
Visitor Accommodation Experience (International Visitors to New Zealand, 2011/12)(1)
2010/11(2) Importance Satisfaction Score
Quality of amenities and facilities 34% 8.1
34%
8.2
Overall Accommodation 8.3 8.3
Quality of services 30%
8.2
34%
8.3
Price of accommodation 36% 7.8 2010/11(2) 8.4
32%
8.0
Key
Food and Beverage
Despite an increase in satisfaction with the quality of service, lower satisfaction with price contributed to the decrease in overall satisfaction with Food and Beverage
Visitor Food and Beverage Experience (International Visitors to New Zealand, 2011/12)(1)
2010/11(2) Importance
Satisfaction Score
Quality of food and beverage 44% 8.1
42%
8.1
Overall Food and Beverage 8.2 8.0
Quality of services 24%
8.2
28%
8.0
Price of food and beverage 32% 7.1 2010/11(2) 8.1
30%
7.4
Key
Transport
Satisfaction with Transport has remained stable
Visitor Internal Transport Experience (International Visitors to New Zealand, 2011/12)(1)
2010/11(2) Importance
Satisfaction Score
Comfort, safety and reliability 35% 8.4
38%
8.4
Overall Internal Transport 8.4
Quality of services 33% Price of transport 31% 7.8 8.4
31%
8.3
31%
7.9
2010/11(2) 8.4
Key
Satisfaction with Coach Tours is slowly trending up
Visitor Internal Transport Experience (International Visitors to New Zealand)

2009/10 2010/11 2011/12
8.2 8.2 8.2
8.2 8.2 8.2
8.5 8.6 8.7
8.5 8.4 8.4
8.0 8.0 8.0
8.1 8.2 8.2
8.2 8.2 8.2
8.2 8.1 8.1
Rental cars
Domestic airline
Coach Tour
Commercial Ferry/Boat
Taxi / Limo / Car Scheduled coach Tour service
Train
Campervan
Sample size
757 1,742 1,430 1,051 881 782 1,183 916 762 1,013 952 715 644 569 558 626 456 519 607 478 493 453 216 362
Activities
There has been a decrease in the average number of activities participated in. This has been seen across all markets except Germany, China and Japan
Number of Activities Participated Over Time (International Visitors to New Zealand)
2009/10 2010/11 2011/12
22.5 20.9 20.9 19.0 17.2 16.0 13.8 12.9 13.5 11.0 9.2 11.9 11.8 10.9 9.2 9.1 16.2 15.2 14.7 14.9 15.1 13.4 12.6 17.3
Total
Australia
UK
USA
Germany
China
Japan
Korea
Sample size
4,542 4,516 4,566 1,111 1,280 1,695 787 851 660 378 419 321 374 302 265 158 154 176 236 234 216 174 134 116
Overall Activity satisfaction remains high, with an improvement in satisfaction with safety
Visitor Activities Experience (International Visitors to New Zealand, 2011/12)(1)
2010/11(2) Importance Satisfaction score
Quality of the actual activity 48% 8.6
55%
8.5
Overall Activities 8.9

2009/10(2) 8.9
Quality of the service 19% Price of the activities 10% Safety of the activities 23%
8.4
7%
8.4
7.7
13%
7.8
8.6
25%
8.5
Key
Regional visitation
International tourists visited fewer regions this year
Regions Visited in New Zealand (% International Visitors to New Zealand, 2011/12)(1)(2)

The average number of regions visited is 4.0 significantly down from 4.3 in year 2010/11 and 4.8 in 2009/10
74%
47% 39% 37% 36% 27% 26% 22%
19%
18%
17%
14%
13% 9% 6%
Auckland
Bay of Plenty
Otago
Canterbury Wellington
Waikato
Northland
West Coast
Tasman- Marlborough Hawkes Manawatu- Southland Nelson Wanganui Bay
Taranaki
Gisborne Average # of regions visited
2010/11
Australia UK USA Germany
69% 58% 79% 78% 91%
46% 34% 58% 48% 77%
47% 24% 50% 50% 73%
51% 25% 49% 33% 71%
34% 32% 51% 30% 75%
24% 24% 32% 21% 45%
26% 20% 39% 17% 62%
30% 14% 35% 19% 67%
22% 11% 25% 15% 67%
21% 13% 30% 13% 58%
16% 15% 30% 14% 36%
13% 13% 18% 6% 39%
18% 9% 19% 9% 40%
8% 7% 11% 5% 31%
6% 5% 7% 3% 20% 3.1 5.3 3.6 8.5
China
Japan Korea
88%
83% 83%
51%
27% 53%
35%
32% 41%
28%
32% 29%
11%
15% 17%
23%
19% 26%
11%
12% 16%
14%
4% 8%
6%
5% 4%
3%
3% 5%
5%
7% 4%
2%
4% 4%
11%
6% 5%
2%
3% 1%
2%
1% 1%
2.9
2.5 3.0
Notes: 1. Multiple response question; 2. Sample size n = 4,566
Significantly higher than other country / a year ago Significantly lower than other country / a year ago
Environment
A greater dissatisfaction with New Zealands Weather this year, but satisfaction with New Zealand being natural, open and having a vibrant urban atmosphere have improved from a year ago
Overall Visitor Environment Experience (International Visitors to New Zealand, 2011/12)(1)
2010/11(2) Importance Satisfaction Score 9.0
Natural environment
20% 9.3 23%
Open spaces
7% 9.1 11% 8.9
Overall Environment 9.0

2010/11(2)
Natural landscapes and scenery 22% 9.5
25%
9.5
Weather 9% 7.7 10% 8.0
9.0
Roads and driving experience 18% 8.1
14%
8.1
Key
Urban atmosphere 23% 8.2 17% 7.7
Three in four visitors thought that the environmental practices of the New Zealand tourism industry were better than other countries consistent with a year ago
Perceptions of Environmental Practices (% International Visitors to New Zealand, 2011/12) (1)
Better than other countries About the average Worse than other countries
1% 21%
2%
1% 24%
7%
3% 33%
46%
42%
78% 52%
75% 64% 51%
Overall
2010/11 Better than other countries(2) 76% 2010/11 Worse than other countries(2) 1%
Commercial Accommodation
55% 3%
Activities and Attractions

75% 1%
Transport
50% 5%
Public Infrastructure
62% 3%
The proportion of visitors who agree the New Zealand environment is managed sustainably is consistent with last year
Proportion Agreeing the New Zealand Environment is Managed Sustainably (% International Visitors to New Zealand)
76%
80%
80%
2009/10 (1)
2010/11 (2)
2011/12 (3)
Notes: 1. Sample size n = 3,204; 2. Sample size n = 1,443; 3. Sample size n = 2,077
Technology
Unsurprisingly, use of new forms of technology continued to increase in 2011/2012, particularly Wi-Fi, Smart Phones and mobile phones.
Usage of Technology in New Zealand (% International Visitors to New Zealand 2011/12)(1)
47%
44%
44% 28% 24% 23% 7% 2% 5% Other 8% None of these
Wi-fi internet locations
Own mobile Own laptop or Blackberry, Internet cafes Own mobile A mobile Gaming phone set to iPad iPhone or phone with a phone console with global roaming another smart SIM card purchased in Wi-fi capacity phone purchased in New Zealand NZ
51% 37% 17% 28% 16% 6% 2%
2010/11(2) 34%
6%
11%
Compared to 2010/2011, more visitors have chosen to book their flight directly via an airline or a travel website, with this at the expense of booking flight via a travel agent
Booking Method of Flight to New Zealand (% International Visitors to New Zealand, 2011/12)
Arrive via International Airline(1) How was Flight to New Zealand Booked(2)(3)
99%
47% 31%
16% 4%
Direct from an airline Calling or visiting a website travel agent 2010/11 43% 35% Througha travel website 13% Calling an Airline
6%
Other
4%
7%
Notes: 1. Sample size n = 4,566; 2. Multiple response question; 3. Sample size n = 4,455
Facebook remains the most commonly used social media tool when sharing New Zealand holiday experiences with others and compared to a year ago its use levels have significantly increased
Website Used to Share New Zealand Holiday Experience (% International Visitors to New Zealand, 2011/12) (1)(2)
96%
Other includes: Tumblr Blogger Google+ QQ Chinese social media website
46%
44%
5%
Visitors who talked or wrote positively of New Zealand Facebook Tripadviser
10% 3%
Picasa
3%
Twitter
2%
Youtube
1%
Flickr Other I didnt use any website
2010/11
Australia UK USA
41%
39% 44% 42%
4%
5% 8% 6%
5%
2% 2% 4%
3%
2% 3% 2%
2%
1% 1% 2%
2%
1% 2% 1%
7%
8% 7% 11%
49%
52% 47% 48%
Germany
China Japan Korea
48%
N/A 34% 39%
3%
3% 1% 1%
5%
2% 1% 0%
0%
3% 10% 3%
1%
4% 1% 3%
2%
1% 0% 0%
12%
21% 5% 16%
47%
40% 54% 47%
Notes: 1. Sample size n = 3,840, sample size is those who answered yes or no to whether they talked positively about New Zealand to others; 2. Multiple response question;
Significantly higher than other countries / a year ago Significantly lower than other countries / a year ago
Four in ten international tourists used Facebook within New Zealand and the same amount used Facebook to share their trip once they returned home.
Usage of Social Media Sites at Different Stages of Trip to New Zealand (% International Visitors to New Zealand, 2011/12)(1) While Planning Trip
25%
Within New Zealand

42%
Returned Home
42%
25%
(2)
23%
33%
(2)
8%
12%
20%
(3)
5%
8%
12%
2% 74%
None of these
4%
4%
58%
57%
Notes: 1. Sample size n = 4,223; 2. Asked of Chinese visitors only sample size n = 151; 3. Asked Japanese visitors only sample size n = 211
Significantly higher than other stages Significantly lower than other stages
Safety
All aspects of Safety are showing consistent satisfaction levels, with road safety continuing to be the area of lowest satisfaction
Overall Visitor Safety Experience (International Visitors to New Zealand, 2011/12)(1)
2010/11(2)
Importance
Personal safety in urban areas 32% 8.6
Satisfaction Score 8.5
31%
Personal safety in country areas 25% 8.8
27%
8.8
Overall Safety 8.8

Safety standards of activities 20% 8.7 2010/11(2) Road safety 8.7 23% 8.2 22% 8.1 20% 8.7
Key
UK, US and German visitors have the highest satisfaction with Safety, while visitors from Japan and Korea are the least satisfied with safety
Visitor Safety Experience by Country (International Visitors to New Zealand, 2011/12)(1)
Australia
UK
USA
Germany
China
Japan
Korea
Personal safety in urban areas 32% 8.6
8.4
8.8
9.0
8.6
8.7
8.2
8.2
Personal safety in country areas 25% 8.8
8.8
9.0
9.4
8.9
8.8
8.7
8.4
Overall Safety 8.8

Safety standards of activities 20% 8.7 8.6 8.9 9.2 9.0 8.8 8.3 8.6
Road safety 23% 8.2 7.9 8.7

Sample size 1,695
8.1 8.9
660
8.5 9.2
321
8.3 9.1
265
8.8 8.9
176
7.8 8.5
216
8.1 8.4
116
Overall Safety
Key
Notes: 1. Sample size n = 4,566 Significantly higher than average Significantly lower than average
Brand awareness
The awareness of 100% Pure New Zealand has increased from last year
Awareness and Influence of 100% Pure New Zealand (% International Visitors to New Zealand)
Awareness of 100% Pure New Zealand Logo 100% Pure New Zealand Campaign Influence on Decision to Visit New Zealand
12%
Don't know
18%
13%
12%
11%
9%
21%
23%
22%
No
75%
78%
80%
68%
Yes
59%
64%
13% 2009/10
(1)
11%
(1)
11%
(2)
2010/11
(2)
2011/12
(3)
2009/10
2010/11
2011/12
(3)
Notes: 1. Sample size n = 2,219; 2. Sample size n = 1,839; 3. Sample size n = 4,234
I-SITES and Qualmark
Use of i-SITEs has been declining
Usage of i-SITEs (% International Visitors to New Zealand)

2009/10 2010/11 2011/12 (2)
(1)
Used an i-SITE
Used an i-SITE by Country
Used an i-SITE by Age
76% 77%
57% 56% 56% 45% 44% 41% 33% 29% 39% 33% 30% 36% 31% 32% 55% 52%
38%
39%
37%
27%
33%
Total
Australia
UK
USA
Germany
China
Japan
Korea
18 to 34 years old
35 to 54 years old
Over 55 years old
However, all aspects of the i-SITE experience are showing consistently high satisfaction levels
Visitor i-SITEs Experience (i-SITE Users, 2011/12)(1)
2010/11(2) Satisfaction Importance score 8.7 14% 8.6
i-SITE facilities 16%
How well the staff meet your needs 24% 8.5
23%
8.5
Level of personal service 18%
8.6
15%
8.5
Overall i-SITEs 8.7

16% 2010/11(2) 8.6
Knowledgeable staff
8.6 25% 8.6
Amount of planning information available 14% 8.6
10%
8.6
Key
Ease of making bookings 7%
8.8
7%
8.7
Quality of recommended providers 6% 8.5
6%
8.4
And usage of i-SITEs has a small but positive impact upon overall visitor satisfaction
The Impact of i-SITE Usage on Overall Visitor Satisfaction (International Visitors to New Zealand, 2011/2012)
Used an i-SITE Did not use an i-SITE
9.0
8.8
9.1
8.9
9.2
9.1
9.2
9.3
9.3
8.9
9.1
8.7
8.9
8.9
8.6
8.4
Total
Sample size 1,796 2,387
Australia
460 1,106 341
UK
268 98
USA
192
Germany
192 58
China
45 106
Japan
90 121
Korea
39 67
Significantly higher than did not use an i-SITE Significantly lower than did not use an i-SITE
Overall visitor satisfaction is also indicatively higher amongst those who were aware they used a Qualmark rated or endorsed provider
Overall Visitor Satisfaction by Awareness of Qualmark Rating or Endorsement (International Visitors to New Zealand)
Aware they used a Qualmark operator Not aware or didn't use a Qualmark operator
9.1
9.0
9.0
8.9
9.0
8.9
2009/10
Sample size 1,906 2,328 1,369
2010/11
2011/12
2,601 Significantly higher than other group Significantly lower than other group
602
2,045
Why New Zealand?
NA
36%
40%
Travel guides
Friends, family and colleagues
7.3
31%
Airline websites
32%
Staff at hotels, motels, backpackers, etc
8.2
30%
Travel guides/books about New Zealand
30%
i-SITEs
7.8
22%
www.newzealand.com
7.9
16%
26%
Local New Zealanders I knew before I arrived in NZ

Travel agents in your home country in person
7.7
Usefulness of Information Sources Used
14%
Local New Zealanders I met once in NZ
www.tripadvisor.com
23%
www.lonleyplanet.com
7.6
Recommendation from friends and families remains the most frequently used information source before arrival, with travel guides the main source of information after arrival
Notes: 1. Multiple response question; 2. Sample size n = 4,566 12%
16%
Travel agents in your home country over the phone Travel agents in your home country via the internet Online travel blogs
Other travellers I met once in New Zealand
7.7
10%
10% 8% 4% 4% 4% 3% 3% 3% 2% 2% 1% 0% 0% 8% 10%
Tourism New Zealand
7.2
9%
7.4
9%
Other publications
8.1
7%
Tourism New Zealand office Other publications e.g. magazines Another specific New Zealand website
www.newzealand.com An i-SITE consultant or staff member by email or phone www.tripadvisor.com
8.6
7%
7% 5%
www.wotif.com
7.2 7.6
7.9
5%
www.i-SITE.org.nz
Websites of individual i-SITE centres
7.2
4%
www.i-SITE.org.nz
Websites of individual i-SITE centres
8.1
4%
Facebook
Smart phone applications
6.4
3%
Weibu
Information Sources Used Before Arrival in New Zealand(2)
Information Sources Used After Arrival in New Zealand(2)
www.wotif.com
10.0
2%
By phoning airlines
6.7
1%
Other websites
An i-SITE consultant or staff member by email or phone
7.8
1%
Kaixin or RenRen
Information Sources Used When Planning and Booking a Holiday in New Zealand (% International Visitors to New Zealand, 2011/2012)(1)
Facebook
7.1
1%
By visiting an airline outlet
Twitter
8.7
1%
Another website
Another social networking website
6.3
0%
Twitter
Other
NA
8%
Other
NA
6%
None of these
None of these
47%
Spectacular landscapes and natural scenery
15%
Environmentally friendly image
11%
Destination Interest 54% influenced
Wanted to see the unique indigenous culture
10%
Landscape and scenery remain the main factors that influenced visitors interest in visiting New Zealand, while recommendations from friends and families have also simulated visitor interest
Notes: 1. Sample size n = 4,566

Specific attractions bought me to NZ
36%
Wanted to visit friends or family in NZ
Specific Event 45% influenced
14%
A specific event bought me to NZ
9%
Saw or found a good deal on flights to NZ
4%
4% 8% 5% 4% 3% 25% 2% 29% 26%
Direct Marketing 15% influenced
Saw or found a good travel package deal to NZ
I saw advertising about NZ
Read about NZ in online articles, travel forums, blogs, social networking sites, etc I saw a show or segment featuring NZ on TV Read about NZ in a newspaper, or magazine Generally searching for places to go and came across information about NZ
Travellers mentioned 2.6 factors influenced them

Indirect Marketing 16% influenced
Factors that Influenced Visitor Interest in New Zealand (% International Visitors to New Zealand, 2011/2012)(1)
Friends, family or colleagues talked about or recommended NZ My travel agent talked about or recommended NZ
Word of Mouth 27% influenced
Other 42% influenced
Always wanted to visit
Somewhere new / had never been there before
Australia remains the most considered other destination to visit rather than New Zealand, while consideration for Thailand, Switzerland and Germany have also increased this year
Other Countries Considered Visiting (% International Visitors to New Zealand, 2011/2012)(1)(2)
39%
42%
11%
9% Other European countries
9% Thailand
7% Canada
7%
Japan
6% UK
6% Singapore
5% Hong Kong
5% Switzerland
4% Malaysia
4% Germany
4% Other Asian countries
3% China
3% Indonesia
3% Taiwan
3% Korea
2% Netherlands
8% Other
2010/11(3) 43% 43%
None of these
Australia
10%
USA
7%
7%
7%
7%
6%
6%
5%
3%
3%
2%
3%
3%
3%
2%
2%
1%
8%
Notes: 1. Multiple response question; 2. Sample size n = 4,566; 3. Sample size n = 4,516

TNZ Visitor Experience Monitor - 2011-12

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TNZ Visitor Experience Monitor - 2011-12

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Tourism New Zealand Visitor Experience Monitor 2011/2012

VEM Background and Methodology

Tourism New Zealand |

VEM Background and Methodology (contd)

Australia 1,695 UK 660 USA 321

Key areas the VEM covers include:

Overall Visitor Satisfaction

Tourism New Zealand |

Overall Satisfaction 8.9

NCI Environment 21% Safety 10%

Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516

Tourism New Zealand |

9.1 8.9 8.9

9.2 9.3 9.1

9.4 9.3 9.2

9.3 9.3 9.2 8.7 8.8 8.8 8.6 8.6

8.9 8.4 8.1 8.2

Tourism New Zealand |

Overall Satisfaction 8.9

Scenic bush walk

Mountain climbing / rock climbing / absailing

Sporting event activity (E.g. rugby)

Eating out / restaurants

Sample size 183

Notes: 1. Only includes activities with sample size greater than 50

Tourism New Zealand | 10

37% 29% 20% 17% 13% 11%

Private Home / Friends

Tourism New Zealand | 11

2010/11(2) Importance Satisfaction Score

Quality of amenities and facilities 34% 8.1

Overall Accommodation 8.3 8.3

Quality of services 30%

Price of accommodation 36% 7.8 2010/11(2) 8.4

Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516

Tourism New Zealand | 12

Food and Beverage

Tourism New Zealand | 13

Quality of food and beverage 44% 8.1

Overall Food and Beverage 8.2 8.0

Quality of services 24%

Price of food and beverage 32% 7.1 2010/11(2) 8.1

Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516

Tourism New Zealand | 14

Tourism New Zealand | 15

Satisfaction with Transport has remained stable

Visitor Internal Transport Experience (International Visitors to New Zealand, 2011/12)(1)

Comfort, safety and reliability 35% 8.4

Overall Internal Transport 8.4

Quality of services 33% Price of transport 31% 7.8 8.4

Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516

Tourism New Zealand | 16

Satisfaction with Coach Tours is slowly trending up

Visitor Internal Transport Experience (International Visitors to New Zealand)

8.2 8.2 8.2

8.2 8.2 8.2

8.5 8.6 8.7

8.5 8.4 8.4

8.0 8.0 8.0

8.1 8.2 8.2

8.2 8.2 8.2

8.2 8.1 8.1