Market Research Report

Transcription

1 Market Research Report For Cornwall Development Company Community Attitudes Survey rd November 2012

2 Project Background The 2012 Cornwall Community Attitudes Survey aims to build on the insights gained from the previous Community Attitudes Surveys undertaken in 2004 and 2006 by South West Tourism. It is required to provide an up to date view of residents perceptions of, and attitudes towards tourism specifically in Cornwall, and to explore residents influence on tourism in their local area, and their opportunities to express their views for monitoring and informing the development and delivery of Cornwall Development Company s strategic objectives and informing their partners. The key objectives of the survey are to understand the attitude of Cornish residents towards tourism and the ways in which the industry can support the community s economic, social and cultural needs. The survey will also help Cornwall Development Company to identify the ways in which tourism s negative effects on the community can be minimised.

3 Research Objectives (1) The key project objectives were identified as : Capture resident profiles - record age, sex and socio - economic group and length of residence with the aim of informing on any differences between sample groups and sub-groups at the analysis stage. Explore residents perceptions of attractions for visitors and residents appreciation and usage of them. Establish the impact of visitor levels on local communities for a number of key areas. Explore residents attitudes towards visitors i.e. what attracts visitors to their local area. Establish the effect of tourism on the local areas for a number of key areas i.e. beaches, coastal footpath, toilets, public transport. Establish what residents want to see more, or less of, and what they like about their local area and facilities and services they use. Explore residents influence on tourism in their local area and their opportunities to express their views.

4 Research Methodology (1) A series of 1,100 face-to-face doorstepping interviews were undertaken amongst residents of Cornwall in two phases (Target interviews in each phase). The first phase started on the 23 rd July and was completed by the 31 st August A total of 481 surveys were completed in the first phase. The second phase started at the end of September and was completed by the beginning of November. 11 towns and smaller villages were sampled - reflecting a mix of coastal and country areas. The areas sampled were as follows: Newquay Truro Mousehole/Paul/Newlyn Bodmin Redruth/Camborne Looe/Fowey Bude St Austell St Ives Penzance Boscastle and Tintagel Figures may not always add up to 100 due to rounding.

5 Research Methodology (2) Quantitative doorstepping interviews We used doorstepping (interviews conducted outside of a person s residence) which is a face-to-face methodology which share the following benefits (over postal and telephone methodologies): The ability to conduct quota samples through visual identification over coming the problem of a lack of a suitable sample frame (telephone). The ease of administration and comprehension as the survey is conducted faceto-face any issues regarding comprehension can be assisted by the interviewer through dialogue or show-cards. As the survey is controlled by an interviewer it allows the ability to ask unprompted questions and prompted questions (facilitating the use of show-cards and stimulus materials and probe respondents on more qualitative open-ended questions. This method visibly highlighted Cornwall Development Company (CDC) engaging with the public which was viewed very positively particularly since the issues were important to the local community. Leaflets regarding and transport survey were also distributed to residents at the same time.

6 Classification

7 Classification (1) Age The doorstepping sample achieved was broadly representative of the Cornish population as a whole. Doorstepping sample Cornish residents 11% 14% 44% 13% 43% 12% 32% 31% Sample Size = 1100

8 Classification (2) Gender profile The gender profile of the research sample was broadly representative of the Cornish population as a whole. Doorstepping sample Cornish residents Sample size = 1100

9 Classification (3) Residency The majority of those interviewed had lived in the area for more than 5 years with over 2/3rds having lived in the area for more than 10 years. Sample Size = 1100

10 Classification (4) Employment The majority of respondents work full or part time, with just over 1 in 10 self employed. Sample Size = 1100

11 Classification (5) Occupation The sample achieved a good spread of occupation types with 5% declining to answer. Sample Size = 1100

12 Classification (6) Work in tourism? A third of those we interviewed worked in tourism. Sample Size = 1100

13 Classification (7) Areas of tourism Of those who worked in tourism, the 3 key areas were accommodation, food and drink and retail although as a number of attractions were mentioned in the Other category with the result that the sample achieved roughly 20%+ in these 4 key areas. 6% 21% 18% 24% 9% Accommodation Attractions Food and drink Retail Transport Other 23% Sample Size = 374

14 Classification (8) Ethnic group The majority of the sample we interviewed described themselves as White British with over a third describing themselves as White Cornish. Sample Size = 1100

15 Classification (9) Disability The sample included a number of those with a long standing illness, disability or infirmity. Sample Size = 1100

16 Where you live

17 Q2. Which of the following features do you like about where you live? (% saying Yes) 75%+ for all locations with the exception of those in Truro and Bodmin Sample Size = 1100

18 Q2. Which of the following features do you use in your local area? (% saying Yes) Sample Size = 1100

19 Q2. Top 3 rankings (number of mentions) In line with the responses for liking and using, the sea, coast and beaches were ranked the most important features by the majority of respondents Which are the 3 most important features to you about where you live? Rank 1 = most important Sea/coast and beaches Countryside Friendly people Views and landscapes Walking Peace and quiet Ranked 3 Ranked 2 Ranked 1 Sample Size = variable

20 Q3 and Q4. Any other features you like about living in your area? Only a small number of other features identified that weren t on the list: Main mentions Beach huts Bus service Clean air Community spirit/the people/family Crime free/safe Library/good shops/good schools/post office Pace of life/lifestyle Social life golf, bowling green, cinema, gardening club Surfing

21 Q5. What has happened to the number of visitors to your area over the last few years? Over half of the respondents think that the number of leisure visitors to their area has either remained static or increased (i.e. only 1 in 5 thought that the number had shown a decrease) which could be indicative of a resilience in the Cornish tourism industry. Sample Size = 1100

22 Q6. Thinking about the number of visitors during the summer, do you feel that where you live? Only a ¼ of areas feel that they receive more visitors than they can cope with (with those in St Ives more likely to say this). Equally around a 1/3 felt that their area would benefit from more visitors (with those in the Redruth/Camborne area slightly more likely to agree with this statement). Care: small sample sizes. Sample Size = 1100

23 Q7. Thinking about the number of visitors during the Spring and Autumn, do you feel that where you live? 55% responded that their areas would benefit from more visitors in the Spring and Autumn with the exceptions being Newquay and Bodmin. Those in Penzance were slightly more likely to want more visitors at these times of the year. Care: small sample sizes. Sample Size = 1100

24 Impacts of tourism

25 Q8. On the whole, do you think that tourism is good or bad for the area? Encouragingly, over 8 in 10 respondents think that tourism is good for the area. 89% 4% Sample Size = 1100

26 Q9. To what extent do you think tourism is good for your area? Would you say it is Of the majority who feel that tourism is good for the area, nearly 2/3rds believe it is of great benefit to the area. Range from 33% in Newquay to 88% in Bude 64% 6% 28% Sample Size = 1100

27 Q10.To what extent do you think tourism is bad for your area? Would you say it has a Even amongst the minority who feel that tourism is bad for the area, most of them feel that it is a small negative effect with very few thinking it has a great negative effect. 82% 12% 4% 2% Sample Size = 95

28 Q11. Overall, would you describe that effect of tourism on your day to day life as Whilst the majority claimed that the effect of tourism on their day to day life was neutral, over a 1/3 claimed that the effect is positive compared with only 12% claiming that it had a negative effect. 54% 30% 13% 3% Sample Size= 1100

29 Q12. How would you rate the effect of tourism on the following (1) Over 50% of respondents claimed that tourism had a good or very good effect on the choice of places to eat and drink and providing jobs, self employment and business opportunities. Choice of places to eat and drink 7% 28% 59% 7% Range of attractions and leisure facilities 6% 39% 47% 8% Choice of evening entertainment 8% 44% 27% 22% Shops that meet your needs 23% 50% 24% 3% Public transport provision 12% 43% 27% 18% Access to health related services 16% 59% 16% 9% Providing jobs, self employment and business opportunities 8% 25% 57% 10% Very bad/bad effect No effect Good/very good effect Don't know Sample Size= 1100

30 Q12. How would you rate the effect of tourism on the following (2) Around 4 in 10 of respondents recognise the positive impact of tourism on the protection of the environment, buildings and Cornish culture with over 50% claiming that tourism has a bad or very bad effect on the cost of living. Quality of employment 26% 35% 25% 13% Condition of natural environment 26% 41% 24% 9% Protection and improvement of natural environment Condition and maintenance of historic buildings Preservation and improvement of Cornish Culture 14% 5% 6% 41% 45% 41% 43% 35% 38% 10% 11% 11% Cost of living 53% 34% 6% 7% Crime rates 23% 59% 5% 13% Very bad/bad effect No effect Very good/good effect Don't know Sample Size= 1100

31 Q12. How would you rate the effect of tourism on the following (3) Whilst 4 in 10 see tourism as having a positive effect on the arts and events in Cornwall, tourism is perceived as having a bad or very bad effect on the pricing of goods and services (of cost of living on previous slide) and noticeably on litter and noise. Pricing of goods and services 55% 35% 5% 5% Access to arts, festivals and events 7% 40% 40% 13% Litter 61% 32% 5% 2% Character of the local area 17% 61% 18% 4% Noise 40% 53% 4% 3% Wildlife 11% 73% 8% 8% Flowers and plants 9% 68% 15% 8% Views and landscapes 7% 76% 12% 6% Very bad/bad effect No effect Very good/good effect Don't know Sample Size= 1100

32 Q13. How would you rate the following: Most respondents rated these aspects as important or very important with keeping the beach clean and safe scoring the highest. Keeping the beach clean and safe 3% 97% Having good quality, paid for, clean public toilets 4% 7% 89% Having good quality public spaces 2% 3% 95% Providing parking close to the beach, footpath, shopping centres 9% 7% 84% Maintaining the coastal footpath 1% 5% 94% Providing a frequent bus service 4% 11% 85% Festivals and events 8% 15% 77% Preserving Cornish Celtic culture and heritage 5% 12% 83% Very unimportant/unimportant Neither Important/Very important Sample Size= 1100

33 Q14. To what extent do you agree or disagree with the following statements: In line with other responses, beaches and coastal footpaths score the highest with 85% agreeing with the statement. Over 8 in 10 also agree with support for Newquay Cornwall Airport. I would be happy for the Council to support the cost of maintaining the cleanliness of local beaches and coastal footpaths 5% 7% 86% 2% I think dualling of the A30 at Temple should be a priority 7% 14% 60% 18% I think improvements to the A38 between Saltash and Bodmin are a priority 10% 23% 43% 24% I think we should support Newquay Cornwall Airport and increase the routes available to and from Newquay 5% 9% 82% 4% I feel that measures should be taken to reduce the negative impact of second home buying on the local housing market, affordable housing and rents I'd support the careful development of bespoke complexes for investment by potential second home buyers if it made more houses available for locals 6% 11% 27% 21% 78% 45% 5% 7% I believe tourism should be actively encouraged in my local community 7% 12% 79% 2% Disagree/disagree strongly Neither Agree/Agree strongly Don't know Sample Size= 1100

34 Q15. To what extent are the following a problem where you live? For just over half of the respondents, the traffic fumes and congestion generated by tourists were cited as problems, with over 1/3 agreeing that litter is a problem. Those in Newquay slightly more likely to agree with noise and litter being a problem. Care: small sample sizes Irresponsible behaviour of tourists 58% 16% 22% 4% Noise generated by tourists 58% 18% 21% 3% Litter dropped by tourists 44% 16% 38% 2% Traffic fumes and congestion generated by tourists 28% 14% 55% 3% Disagree/Disagree strongly Neither Agree/Agree strongly Don't know Sample Size= 1100

35 Q16. To what extent do you agree or disagree with the following statements: Encouragingly, the majority of respondents agree with the positive statements about tourists and tourism with just under a ¼ agreeing with the more negative responses about the impact of tourism. I enjoy chatting/meeting visitors 9% 21% 69% 1% Visitors are interested in meeting local people 13% 20% 57% 10% Visitors interfere with my enjoyment of Cornwall 63% 13% 24% My standard of living is higher because of the money visitors spend here 57% 17% 23% 3% I'd support new tourism facilities which would attract more visitors to my community 17% 20% 62% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Disagree/disagree strongly Neither Agree/agree strongly Don't know Sample Size= 1100

36 Q17. Do you feel that you have sufficient opportunity to express your views about tourism in your area? Over ½ of the respondents do not feel that they have sufficient opportunity to express their views about tourism in their areas. 95% of Newquay residents Sample Size= 1100

37 Q18. And thinking about views you express how much influence do you feel these have on tourism in your area? In line with the previous question, over half of the respondents feel that their views do not have much influence on tourism in their area with a further ¼ saying that they feel that their views only have a little influence. Sample Size= 1100

38 Summary

39 SUMMARY Following the use of a sample quota which reflects the overall demographics of the Cornish resident population the results from this survey match closely the overall age and gender of Cornish residents. A total of 1,100 interviews were completed. It should be noted that this sample size has a margin of error of +/- 2.87% at the 95% confidence level. 68% of those interviewed had been resident in the area of interview for more than 10 years and 12% for between 5 and 10 years. 63% of the respondents were employed or self employed (Both full and part time) with just over a third being employed in tourism. The food and drink and accommodation sectors accounted for 47% of those employed in the tourism sector. Of all the features listed, the sea, coast and beaches was cited by 83% of the residents as the main feature that they liked about where they live. Perhaps linked to this, the countryside, walking and views and landscapes all scored highly as did friendly people. These responses were also mirrored in the usage and ranking scores. Encouragingly, over half of the respondents do not appear to think that the number of visitors has decreased and in most areas, the same amount agree that their area would benefit from an increase in visitors particularly in the Spring and Autumn.

40 SUMMARY 89% of residents felt tourism was good for their area with 64% believing it to be of great benefit. Only 13% felt tourism had a negative effect, with 84% indicating that tourism had a neutral or positive effect in their day to day life. The positive impacts of tourism are felt to be in the choice of places to eat, providing jobs/employment and preservation in the environment and buildings whilst the negative impacts were felt to be on the cost of living and linked to this pricing of goods and services. Tourism was also felt to have some negative impact on the amount of litter, noise and particularly traffic fumes and congestion although the majority agree that they enjoy meeting and chatting with visitors. The ratings for the maintenance of the coast and countryside including public space and access via public transport and having available parking were all rated highly as important or very important. Keeping the local beach clean & safe was rated the most important to the residents. Festivals and events were viewed as important or very important by 77% of respondents but this was still the lowest rated amongst all the areas surveyed.

41 SUMMARY Perhaps, unsurprisingly due to the strong sentiment associated with the coast line and beaches 84% of respondents agreed or agreed strongly that the Council should support the cost of maintaining the cleanliness of the local beaches and maintaining the coastal footpaths. With regards to transport initiatives 60% of respondents agreed or agreed strongly that the dualling of the A30 at Temple should be a priority, with only 43% agreeing the same regarding the suggested A38 improvements between Saltash and Bodmin. 82% agreed or agreed strongly in continuing to support Newquay Cornwall Airport. While the majority wanted measures taken to lessen the effect of second home buying there was less clear support for the development of bespoke complexes. 79% of respondents agreed or strongly agreed that tourism should be actively encouraged in the local community reflecting perhaps the 1/3 rd of those who are employed in the tourism sector. Over half of the respondents do not feel that they have sufficient opportunity to express their views or that their views influence tourism in their area with a large number (95%) of those in Newquay thinking this way.

42 Exeter City Council Energy Efficiency survey