King Island Visitor Survey by ghkgkyyt

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									  King Island Visitor Survey




             Annual Report
   16 June 2008 – 25 May 2009


     Prepared by King Island Council
Supported by King Island Tourism, Tourism Tasmania

             & Cradle Coast Authority
                           Table of Contents


Introduction                                                                  3
        Research Aim and Purpose                                              4
        Methodology & Sample Frame                                            4
Total Passenger Movements                                                     5
Visitor Numbers                                                               6
Visitor Demographics                                                          8
        Sex and Age of Visitors Surveyed – Questions (i) and (ii)             8
        Origin of Visitors (Q2)                                               9
        Purpose for Travelling of Survey Respondents (Q3)                     10
        Travel Partners (Q18)                                                 11
        Combined Annual Income & Occupation of Survey Respondents (Q20 & Q21) 12
        Employment Status (Q22)                                               13
Visitor Information Sources (Q16)                                             14
Visitor Spending (Q10-14)                                                     17
        Prepaid Package Travel (Q10a)                                         17
        Survey Respondents Estimated Spending (Q14)                           17
        Survey Respondents’ Purchases (Q10)                                   18
King Island Transport (Q4)                                                    19
Nights Spent In Accommodation (Q1 & Q6)                                       20
Places and Activities – Survey Respondents                                    22
        Places Visited (Q15)                                                  22
        Activities Undertaken (Q9)                                            23
Expectation & Delivery of Accommodation (Q7 & Q8)                             24
Standard of Service – Survey Respondents (Q19)                                25
Survey Respondents Planning to Return to King Island (Q17)                    28
Comments Summary (Q23)                                                        29
Summary                                                                       35
Endnotes                                                                      38




                                 Page 2 of 38
                                                                    25/11/2009
Introduction
King Island is a part of the Hunter group of islands within Bass Strait and is situated off
the North West tip of Tasmania approximately half way between Tasmania and Victoria.
The Island is approximately 1100sq km. ABS 2006 Census data states the resident
population was 1,638. The Island’s main industries include agriculture and fishing that
employ 275 people and manufacturing 187. The retail trade / accommodation and food
service industries together employ 101 people. (2006 Census ABS – Community Profile Series,
Industry of Employment by Occupation)

In 2005, agreed key tourism-based outcomes for King Island determined through a joint
project between Cradle Coast Authority, Department of Economic Development,
Sustainable Regions Program and King Island Council were:
    i.      A measurably improved and sustainable tourism industry.
    ii.     Increased visitor numbers to King Island.

The King Island Visitor Survey is a research tool and method designed to supply
valuable data and analysis relating to the demographics, behaviour and responses of
visitors to King Island, to assist in the delivery of these outcomes.

The King Island Visitor Survey June 2006 to May 2007 was independently administered
by King Island Council and the local tourism industry with the aim of providing accurate
and sustainable data on an annual basis.

The King Island Visitor Survey was continued in the same format from June 2007 to May
2008. It was repeated in a slightly revised format for the period June 2008 to May 2009,
which is covered by this Annual Report. The first interview for this survey period took
place on Monday June 16th 2008 and the final interview occurred on May 25th 2009.
During this period interviews took place on 50 cycled days.

It is important to note that over the time frame of the Visitor Survey 2008-2009, as in
2007/08, information was not collected from passengers on charter flights, only from
passengers on Regular Public Transport (RPT) aircraft. Surveys undertaken prior to
2007 did include data related to some charter flights.

Travel Surveys have been conducted in recent years on King Island (1996 & 1999).
These were conducted by Tourism Tasmania. Information from the 1999 survey has
been included, where appropriate, to show trends over time. In interpreting this
information it is important to note there were a number of events in 2001 that significantly
affected tourism on King Island. These included the sale of Kendal Airlines to Ansett
and the subsequent collapse of Ansett. In the same year, the “9/11” events in America
negatively impacted on tourism worldwide.

This report is designed to give the local tourism industry, Council, Regional and State
authorities, potential investors and potential funding partners, an insight into the
demographics, visitor trends and visitor expectations of their trips to King Island. This
report will be made public via media statements and articles in the King Island Courier,
as well as through the King Island Council website and monthly meetings of King Island
Tourism Inc.




                                        Page 3 of 38
                                                                              25/11/2009
Research Aim and Purpose

There are three aims associated with this project:
       i.      The research must explore any differentiation or correlation between
               visitors’ expectations and the actual delivery of the quality and standard of
               tourism product on King Island.
       ii.     To capture demographic information of visitors to King Island.
       iii.    To capture information about the experiences visitors have while on King
               Island.

The purpose of this research is to improve Council and Industry understanding of
customers’ knowledge and experiences of King Island, which contributes to:
       i.      Understanding the motivations, triggers and beliefs about holidays.
       ii.     Understanding the standard or level of quality that is expected by visitors
               in regard to accommodation and service within the KI tourism industry.
       iii.    Understanding the extent to which the actual standard of accommodation
               and service affect repeat visits to King Island.


Methodology & Sample Frame

An interviewer intercepted sample passengers as they departed King Island Airport,
asking passengers basic questions about themselves and their travel behaviour. In
addition to this information, any passenger that was a non-resident adult was offered the
self-administered survey. They either completed and returned the survey via a pre-paid
envelope to King Island Council, or completed it on the spot returning it to the interviewer
before departure. King Island Council provided the staff and resources to undertake the
interviews and data collection throughout this Survey period.

The sample population included all departing passengers on specific cycled days,
including residents and visitors on RPT aircraft. Charter Flights were not sampled.

The sample frame is as follows:

       i.      Interviewer captures every passenger leaving on every flight every eight
               days (Monday in week 1, Tuesday in week 2, Wednesday in week 3, etc)
       ii.     Interviews are conducted between the hours of 8.30am-5pm (weekdays),
               8.30am-10am (Saturdays) and 1pm-5pm (Sundays).
       iii.    Interviews are scheduled for 49 weeks of the year, each day of the week
               captured 7 times.




                                      Page 4 of 38
                                                                              25/11/2009
Total Passenger Movements
The Department of Transport and Regional Services (DOTARS) provides King Island
Council, on request, with the total number of passenger movements, inbound and
outbound flights, and inbound and outbound seat capacity for King Island Airport each
month. These figures give an indication of passenger number growth or decline, trends
and demand.

The table below shows total passenger movements for the survey period from the
beginning of June to the end of May each year.

             Year end:                                             Total Passenger Movements
                    May 1999                                              36789
                    May 2006                                              27804
                    May 2007                                              30041
                    May 2008                                              31097
                    May 2009                                              32996


From the year end May 2006 to year end May 2009 there was an 18.7% increase in total
passenger numbers for King Island (including inbound, outbound, resident and visitors).
Total passenger numbers for the twelve months ended May 2009 increased by 6.1% on
the previous year. The total passenger numbers per month, as shown in the graph
below, give an indication of the similarity in pattern of travel across the ten year period.
The figures reflect consistent, though slight, growth in passenger numbers each year
from 2005/06 to 2008/09, whilst the monthly pattern of travel continues to remain similar.

Total numbers of people travelling, despite gradual annual growth since 2005, remain
down considerably compared to same period in 1998/99. However, with the monthly
pattern of travel remaining similar, the indication continues that there is scope to cater for
increasing tourist visitation within existing infrastructure. The number of accommodation
beds on the Island has not significantly changed over the past ten years.


                                  T otal P as s eng er Movements  D OT AR S  

              5,000
              4,500
              4,000                                                                              J un 08 ‐ May 09
              3,500
                                                                                                 J un 07 ‐ May 08
              3,000
              2,500                                                                              J un 06 ‐ May 07
              2,000
              1,500                                                                              J un 05 ‐ May 06
              1,000
                500                                                                              J un 98 ‐ May 99
                  0
                                                       nov




                                                                         feb
                                                                               mar
                                                                                     apr
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                            jul
                      jun




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                                                                   jan
                                   aug




                                                                                           may
                                                             dec




                                                         Page 5 of 38
                                                                                                                25/11/2009
Visitor Numbers
The number of visitors who responded to the Survey totalled 573, down marginally from
the Visitor Survey in 2007-2008 (600). It is interesting to note that 259 people declined
to respond to the survey when approached by the interviewer.

                                                                                                           i
The total number of visitors to the Island for 2008/09 is calculated to be 6162 p.a.
This figure is down considerably compared to 8597 in 2007/08. The graph below depicts
estimated visitor numbers each month.


                         Visitor Numbers Weighted To DOTARS Outbound
                                     Passengers 2008/2009

             900
             800
             700
             600
             500
             400
             300
             200
             100
               0
                   jun   jul    aug   sep   oct   nov   dec   jan   feb   mar   apr   may
                                                    Month



The table below represents a comparison of estimated visitor numbers by month over
the past three survey periods. Patterns in this graph show that visitor numbers were
down in eleven months of the twelve and in eight of those months, were quite
significantly down on previous year’s survey results. April was the only month that
showed any increase in visitor numbers. This information has been verified anecdotally
through reports from car hire and accommodation businesses. King Island Tourism Inc.
reported income received through commissions from their website to the 21 May 2009,
was 60% of the total commission received for the financial year ended 30 June 2008.


                                   Comparison of Visitor Numbers
                               Weighted to DOTARS Outbound Passengers

            1400

            1200
                                                                                      06‐07
            1000
                                                                                      07‐08
             800
                                                                                      08‐09
             600

             400

             200

               0
                   jun   jul aug sep oct nov dec jan          feb mar apr may




                                            Page 6 of 38
                                                                                              25/11/2009
Visitor Nights Spent
Based on 569 responses to the question, the total nights spent on the Island by
respondents was 2504, with an overall average of 4.4 nights spent by each visitor.
Visitor Survey 2007-2008 results total nights spent 3041, overall average of 5.1 nights. ii
This represents 27113 nights spent by visitors in 2008-2009 period, compared to 43865
in 2007-2008 period. iii

Perhaps more useful information than the average nights stayed per visitor is the
cumulative percentage of people staying a number of nights. This information is
contained in the table below and shows:
   • One third (33%) of visitors stay 1 or 2 nights
   • Most visitors (39%) have a 2 or 3 night stay
   • More than half the number of visitors (59%) stay 3 nights or less
   • Less than one fifth (17%) of visitors stay between 5 and 7 nights

    Nights spent on King Island                   Percent of Visitors   Cumulative Percentage
               0                                       6.3%
               1                                      13.2%                      19.5%
               2                                      20.0%                      39.5%
               3                                      19.2%                      58.7%
               4                                      16.3%                      75.0%
               5                                       8.4%                      83.5%
               6                                       3.5%                      87.0%
               7                                       4.9%                      91.9%
              14                                                                 97.0%

The indications here are that King Island is chosen by most visitors as a short break
destination therefore future tourism marketing and planning, as well as recreation and
leisure planning, needs to consider this. When compared to the 2007/08 survey, these
figures have remained consistent. Interesting to note this year though is the change in
pattern in the Visitor Nights spent by month when compared to the previous year’s
findings as depicted in the table below.


                                      Yearly Comparison of Average Visitor Nights

                                 18
                                 16
              Number of Nights




                                 14
                                 12
                                 10                                                      2007-2008
                                  8                                                      2008-2009
                                  6
                                  4
                                  2
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                                                    Page 7 of 38
                                                                                                 25/11/2009
Visitor Demographics
Sex and Age of Visitors Surveyed – Questions (i) and (ii)

Of the 573 respondents to the 2008/09 survey, 322 were male and 251 female.

564 respondents completed the question about their age. The greatest number of
respondents (28%) came from the 45-55 age group. Surveys undertaken in 2006/07
and 2007/08 reported 63% and 67% respectively, of respondents being between the
ages of 36 and 65. This trend continued in the current survey sample with 61% of
respondents identifying as between 35 and 64. The percentages in the 20 to 35 age
cohorts remained consistent with the 2007/08 survey results.


                           Total Respondents by Age
                               over 75    15‐19
                                           2%   20‐24
                       65‐74       6%           6%
                       12%                              25‐34
                                                         13%



              56‐64
                16%                                             35‐44
                                                                17%




                                     45‐55
                                     28%




                                   Page 8 of 38
                                                                        25/11/2009
Origin of Visitors (Q2)

There were 544 responses to this question. The graph below shows that Victorian and
Tasmanian respondents significantly outnumbered visitors from all other states and
overseas combined, totalling 221 or 41% and 167 or 31%, respectively. In this survey
period, less than 1% of respondents identified as visiting from overseas.
                                                                  Visitors By State

                                            250

                                            200
             res pondents




                                            150

                                            100

                                             50

                                              0
                                                  NS W     V IC        QL D       WA        SA   TA S



These figures varied from the Visitor Survey 2007-2008 results in that the percentage of
Tasmanian visitors rose by 7% from 24% whilst Victorian visitors dropped by 8% to 41%.

As depicted in the table below, Victorians are almost twice as likely to be holidaymakers
than business travellers. It is estimated that 1162 people were holidaymakers from
Victoria, which is 19% of all visitors to King Island. This is a marginal decrease of
approximately 2% from the 2007/08 survey results.


                                                     purpose of visit: Victoria and Tasmania

                                            120


                                            100
                    number of respondents




                                            80

                                                                                                 business
                                            60
                                                                                                 holiday

                                            40


                                            20

                                             0
                                                         VIC                          TAS



While the Tasmanian numbers of visitors are relatively high, it is important to realise that
70% of travellers from Tasmania or an estimated 1337 people, came for Business as
shown in the following graph.




                                                                   Page 9 of 38
                                                                                                           25/11/2009
17% of Tasmanian visitors, or about 325 people, came for a Holiday.


                                             purpose of visit: Victoria and Tasmania

                                 80

                                 70

                                 60
              % of Respondents
                                 50
                                                                                                  business
                                 40
                                                                                                  holiday
                                 30

                                 20

                                 10

                                 0
                                                   VIC                       TAS



In comparison to 2007/08 survey data, Business travellers from Tasmania remained
static in 2008/09 whilst visitors from Tasmania on Holiday almost doubled with an
increase of 7%.


Purpose for Travelling of Survey Respondents (Q3)

466 respondents completed this question.


                                                         Purpose of Visit
                                             holiday        business or employment

                                                                                        organised event
                             friends/relatives                4%
                                                                            19%




                                                 44%



                                                                                  33%




An estimated 2033 people came to King Island on holiday in the year sampled, based on
the 33% of visitors who stated ‘Holiday’ as the purpose of their visit. Similar estimations
show approximately 1171 people came to visit ‘Friends and Relatives’ and 2711 people
came on ‘Business’.




                                                          Page 10 of 38
                                                                                                            25/11/2009
Whilst the number of people visiting ‘Friends and Relatives’ remained consistent with
2007/08 and 2006/07 surveys, there was a significant increase (up by 10%) in ‘Business
or Employment’ related visitors and a corresponding decrease in the number of visitors
who were holidaymakers (down by 5%).
246 people stated they came for an ‘Organised Event’. These Events included the King
Island Show and the King Island Imperial 20. This figure has remained quite static with
the rate of responses to 2006/07 and 2007/08 surveys. 0.2% of respondents indicated
they were visiting King Island for ‘Other’ reasons, which was noted as being with a Tour
group.

One of the cycled survey days fell during the King Island Show and Imperial 20 long
weekend events in March. In the 2007/08 survey, visitors were not interviewed during
this period and therefore not captured in the survey data.


Travel Partners (Q18)

557 respondents completed this question during the Survey period.


                                              Travelling Companions



                                                    14%
                                              1%                                30%


                                        22%
                                                                                    4%
                                               1%
                                                     6%                        8%
                                                                 14%




              with partner/as a couple             as a family with children        extended family
              with a group of friends              with a tour group                with a school/university group
              business/work associate              others                           alone



The largest group of respondents, 30%, travelled with a partner or as a couple,
comparable to the Visitor Survey 2006-2007 result, 36%.

22% of visitors travelled with business associates, up from Visitor Survey 2007/08 result,
20%.

14% of visitors travelled alone which is the same as 2007/08 and less than the Visitor
Survey 2006-2007 result of 17%.




                                                    Page 11 of 38
                                                                                                                 25/11/2009
Combined Annual Income & Occupation of Survey Respondents (Q20 &
Q21)

431 respondents completed questions 20 and 21.            Almost half of the survey
respondents, (42%) identified their combined household income as above $100,000 with
a further 15% nominating their combined income as over $80,000.


                                                  Annual Household Income

                                   100                                                        93
                                    90
                                    80
                                                                       65
              respondents




                                    70            56
                                    60                  51       53           49
                                    50                                                37
                                    40     27
                                    30
                                    20
                                    10
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                                                 Annual Household Income


                                                                        6%
                                                22%                                        13%




                                    9%                                                             12%

                                           11%                                          12%
                                                                 15%



                            less than 20,000      $21 - 40,000         $41 - 60,000          $61 - 80,000
                            $81 - 100,000         $101 - 120,000       $121 - 150,000        $150+



In addition to the high level of income being earned by more than half of the visitors to
King Island, 42% of the visitors are professionals. This is consistent with Visitor Survey
2007/08 results.




                                                        Page 12 of 38
                                                                                                            25/11/2009
A total of 497 people responded to this question about current occupation. The graph
below shows the percentage of respondents for each Occupation category. It is
interesting to note the next highest ranking Occupation category behind professionals is
retirees (22%). These two cohorts which account for 64% of 2008/09 survey
respondents, or an estimated 3944 visitors poses interesting considerations for future
tourism based planning and activities.

                                                            professional

                                                            other professional
                                   Occupation
                                                            owner of business

                                                            owner of small business

                                                            farm worker
                                     0%
                        22%                     21%
                                                            administrative assistant
                   1%
                  2%                                        salesperson, sales rep, shop assistant

                   7%                                       skilled tadesperson
                                                      21%
                     5%
                       3%1% 12%            5%               semi skilled or unskilled

                                                            unemployed

                                                            retired

                                                            other



The financial snapshot of respondents, when considered in relation to data supplied later
in this report (Visitor Spending) which reveals 67% of visitors spend less than $500,
suggests that there is opportunity for development and promotion of tourism product,
both experience and souvenirs. This was further confirmed by comments and feedback
from visitors in response to Question 23 of the 2008/09 survey.


Employment Status (Q22)

519 respondents answered Q22 about whether they were now in paid employment. The
graph below depicts the breakdown of responses to this question.



                                          Employment Status




                              2%    6%    2%
                         2%
                 15%


                                                                                   yes, full time
                  10%                                                              yes, part time
                                                            63%
                                                                                   no, retired
                                                                                   no, student
                                                                                   no, home duties
                                                                                   no, do not work
                                                                                   other




                                           Page 13 of 38
                                                                                                     25/11/2009
Due to the relatively high number of responses to this question, a clearer picture can be
gleaned about the proportion of visitors to King Island who are retirees. At 15%, this
correlates to an estimated 924 retirees visiting per year, or at least 1 in 6 visitors being
retired. This could be argued to be a strong enough statistic to warrant consideration in
any future planning for experience based tourism development.


Visitor Information Sources (Q16)
Survey respondents were asked to identify the most useful sources of information in
planning their visit to King Island. They could identify more than one category in the list
and space was provided for them to write other sources, not included in that list.



                                                         Information Sources

                                  250
                                                  203            195
                                  200
              respondents




                                                                                         138                    127
                                  150
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Analysis of Information As Percentage Of Responses Given

‘Friends and Relatives’, 27.5% of responses, remain a major source of information,
which is confirmed anecdotally by local operators. This is the same percentage result
as 2007/08.

Printed information sources are the most important, 26.5% of responses nominated the
‘Map/Book/Brochure’ category as useful; this was similar to Visitor Survey 2007/08
result, 28%.

The local tourism website was stated as a source of useful information by 19% of
respondents. This source continues to attract greater attention, increasing from a 16%
result in 2007/08 and 10% in 2006/07. This may be attributed to the revamped website
attracting greater attention as well as the increased number of linkages to other sites
creating a higher profile generally.

Unlike previous years, ‘Other Internet Sites’ received no response which is a major
change from previous years when it maintained a constant rate of response of 8% in
both 2006/07 and 2007/08.


                                                             Page 14 of 38
                                                                                                                      25/11/2009
17% of responses nominated ‘Airline’ sources of information as most helpful in planning
their visit. This response has shown significant growth from 3% in 2006/07 and more
than tripling this year from 5% in 2007/08. It is important that this information is given to
Airlines as feedback in order to capitalise on this growing trend as an information
resource. This also indicates a potential need for more work around development of
‘travel packages’ that would be available through the airlines that service King Island.

Responses have remained static with the two previous annual survey periods with no
change for ‘Motor Associations’ at 1%. ‘Travel Agents’ at 9% of responses indicates a
slight gradual increase for this information source from 6% in 2006/07 and 8% in
2007/08. The value and importance of keeping these sources up to date with
information therefore cannot be underestimated.


                                            Information Sources


                                             17%              27.5%
                                  0%


                               19%
                                                                  9%
                                       1%
                                                    26.5%



                Friends or Relatives          Travel Agent            Maps/books/brochure
                Motoring Association          KI Website              Internet Other
                Airline



Analysis Of Information As Percentage Of Visitors Responding iv

35% of visitors named ‘Friends and Relatives’ as a useful source of information, down
from Visitor Survey 2007/08 (38%) and 2006-2007 (45%). In difference to previous
years, in the 2008/09 survey “Friends and Relatives’ had the highest response rate as a
source of useful information for people intending to visit.

Printed information sources were the next ranked category with 34% of visitors
nominating the ‘Map/Book/Brochure’ category as useful. This rating was also down
significantly from 2007/08 (40%), though similar to the 2006-2007 result (33%).

24% of visitors nominated the local tourism website as a source of useful information,
which is the same as the result in Visitor Survey 2007/08.

‘Other Internet Sites’ received no responses dropping from 12% in the previous year’s
survey.

Similarly, there were no responses recorded for ‘Other’ sources of information, down
from Visitor Survey 2007/08 result, 7%.




                                              Page 15 of 38
                                                                                            25/11/2009
A comparison of information sources across the 1999 Travel Survey and 2006/07,
2007/08 and 2008/09 Visitor Surveys is interesting. Friends and Relatives and printed
information sources (maps, books and brochures) have consistently been the most
popular information sources. Not surprisingly, the King Island Tourism website has
developed as an important source for tourists to find information prior to their visit. No
doubt this has been enhanced by the upgrade of the site within the last 2 years. Travel
Agents, though minimally preferred in the past 4 years probably as a result of the rise of
the internet, have remained a consistent information source. An interesting development
through this survey period has been the emergence of Airlines as an information source.



                                                       Comparison of Information Sources
              percentage of visitors




                                         50
                                         40
                                         30
                                         20
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                                                                Page 16 of 38
                                                                                                              25/11/2009
Visitor Spending (Q10-14)
Prepaid Package Travel (Q10a)

554 respondents completed this question. Three quarters of these visitors came to King
Island without prepaid package arrangements. 24% of the total respondents replied they
travelled on a pre-paid package, the same result as Visitor Survey 2007/08 and similar to
2006/07 result, 22%.


                                                                 Prepaid Travel
             Prepaid Package                                            131                                                    24%
                 Non-Prepaid                                            423                                                     76%
                                                                        554                                                    100%


Survey Respondents Estimated Spending (Q14)

Q11-13 asks visitors to estimate the amount they spent during their trip, excluding
airfares but including accommodation, transport, fuel and all personal spending such as
groceries, gifts and personal items.



                                                                     Total Spending

                            160
                                                                                137
                            140
                            120
             respondents




                            100                                       80                  81
                            80                                                                      60
                            60                                                                                40
                            40                   29        28
                                                                                                                          12   19
                            20          2
                             0
                                                                                                                               0
                                                50
                                   se




                                                          0


                                                                   0


                                                                              0


                                                                                         0


                                                                                                 00


                                                                                                            00


                                                                                                                     00


                                                                                                                             00
                                                                 25


                                                                            50


                                                                                       75
                                                       10
                                 on




                                                                                               10


                                                                                                          15


                                                                                                                   20
                                            to




                                                                                                                           >2
                                                                to


                                                                           to


                                                                                   to
                                                     to
                               sp




                                                                                             to


                                                                                                      to


                                                                                                                 to
                                            0


                                                   0


                                                            00


                                                                       50


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                            re




                                                 >5




                                                                                          50


                                                                                                      0


                                                                                                               0
                                                          >1


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                                                                                >5




                                                                                                    00


                                                                                                             50
                           no




                                                                                        >7


                                                                                                  >1


                                                                                                           >1




                                                                                 $ amount


488 respondents completed these questions. 57% of the respondents spent $500 or
less on accommodation, transport, meals and personal items. This proportion has
increased by 10% from 47% in the 2007/08 survey. This is further evidence that there is
significant scope for King Island to increase the spending opportunities and experience
for visitors, regardless of their purpose for travelling, as 57% of visitors have a combined
household income of over $80,000.




                                                                 Page 17 of 38
                                                                                                                                    25/11/2009
Survey Respondents’ Purchases (Q10)

Visitors were asked to identify which purchases they made during their visit. They could
nominate more than one category.

                                                Purchase

              500
                                     419
              400


              300

                                                    187
              200
                       132                                                        139
                                                                   105
              100


                0
                      seafood     dairy foods       beef        smallgoods   arts/souvenirs

                                                 product type



73% of Survey respondents purchased dairy products, which correlates with the large
number of respondents who visited the King Island Dairy to taste the cheese, cream and
yogurt. Not surprisingly, with the King Island Brand being identified nationally as a
premium product, beef was the next most popular purchase by 32% of respondents.
The Brand in relation to beef particularly, had received media attention during the survey
period. A relatively low percentage of respondents purchased seafood (23%) and
smallgoods (18%).

King Island has several locations where visitors can purchase art and crafts/ souvenirs.
The percentage of respondents who made purchases in this category has doubled to
24% from 12% in the Visitor Survey 2007/08. This result is not surprising as the Cultural
Centre increased its marketing activities during the survey period and the Centre’s
statistics indicate it is consistently attracting the attention of visitors. Further, local artists
have been reporting consistent increased sales throughout this survey period.




                                           Page 18 of 38
                                                                                              25/11/2009
King Island Transport (Q4)
The availability of rental vehicles, the minimal amount of public transport infrastructure,
and the significant distances between attractions, combine to create a strong market for
hire cars on the Island. 57 % of visitors using hire cars compares similarly to Visitor
Survey 2007/08 and 2006/07 results.

The numbers of visitors who stated the purpose of their visit under the ‘Visit Friends
and/or Relatives’ category, correlates with the percentage of respondents using friends
or relatives’ vehicles.


                                                                             Transport (% )
                num ber of res pondents




                                                    60
                                                    50
                                                    40
                                                    30
                                                    20
                                                    10
                                                     0
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                                                                            Page 19 of 38
                                                                                                                        25/11/2009
Nights Spent In Accommodation (Q1 & Q6)
Survey respondents provided information on the styles of accommodation they used
while visiting the Island, as well as how many nights they spent in each of these places.

The total nights spent on the Island by respondents was 2504, with an overall average of
4.4 nights spent by each visitor.

The graphs below represent and compare the types of paid and unpaid accommodation
options respondents stated they had used whilst visiting King Island in 2008/09.


                                                 Paid Accommodation

                            350
                                                   288
                            300
             respondents




                            250      224
                            200
                            150
                            100
                                                                                               56
                                                                    41
                             50                                                   6
                              0
                                  rented unit   hotel/motel    guest house caravan park       other

                                                                   type


Unlike previous surveys, total nights spent in friends’ and relatives’ houses, though still a
significant quantity and the most utilised accommodation type, was outnumbered by the
nights spent in commercial establishments by almost two to one. The trend away from
unpaid accommodation options during this survey period correlates with the increased
number of business and employment related visitors.


                                                Unpaid Accommodation

                            350
                                                                    289
                            300
             res pondents




                            250
                            200
                            150
                                           86
                            100
                             50                                                           6
                              0
                                      own house               friends relatives       camping

                                                                   type




                                                     Page 20 of 38
                                                                                                      25/11/2009
The graph below depicts what style of accommodation was used by month. By
considering the maximum nights spent in each style of accommodation, it can be clearly
seen that there are unused beds available for most of the year. This is most
predominant within the hotel/motel and guest house areas.



                                 Monthly Variation in Accommodation Styles Used
                                                     nights spent

                           60

                           50
             respondents




                           40                                                       self contained
                                                                                    hotel/motel
                           30
                                                                                    guest house
                           20                                                       caravan park

                           10

                           0
                                jun july aug sept oct nov dec jan feb mar apr may

                                                     month




                                                   Page 21 of 38
                                                                                                     25/11/2009
Places and Activities – Survey Respondents
Places Visited (Q15)

Visitors were asked to identify the places that they visited while on King Island. The
Survey identifies a range of iconic natural attractions, townships, establishments that
target the tourist market and public buildings of interest. Visitors could nominate as
many places as they wished.


                                                   Visits to Places & Attractions

                                       600                                                         527
                                       500
              respondents




                                                 389                                     408 379
                                       400 314
                                       300             225                         227
                                                                                                         187
                                       200                   153         143 159
                                                                   102
                                       100
                                                                                                               1
                                            0
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                                                                   place or attraction


Currie, the Ship Wreck Trail and the Heritage Grave Sites were included as places or
attractions of interest in the Visitor Survey for the first time in this 2008/09 survey period.
It is not unusual considering the majority of shopping, accommodation and hospitality
venues are based in Currie, that it received the highest number of responses by visitors.
However, unlike previous surveys, Grassy outstripped the King Island Dairy’s
Fromagerie for the next highest number of visits during this survey period.

Naracoopa and Cape Wickham also received in excess of 300 responses as places
visited. Similarly to the 2007/08 and 2006/07 surveys, the Kelp Factory and Lavinia
Beach / Penny’s Lagoon also remain popular visiting spots drawing around the usual
number of responses each.

The survey data shows 18% of visitors visited the Cultural Centre during this period
which is an increase from the Visitor Survey 2007/08 period. This data correlated well
with actual visitor numbers collected at the Cultural Centre.

There were several comments within the Further Comments section of the Survey, about
the need to improve signage around the Island. However, there were also a few
comments about improvements that had been made to signage, obviously from returning
visitors.




                                                              Page 22 of 38
                                                                                                                   25/11/2009
Activities Undertaken (Q9)

Visitors were asked to identify the main activities they participated in whilst on King
Island. Visitors could nominate as many places as they wished from the list provided on
the Survey, as well as write other main forms of activity.

The data in the graph below demonstrates maintaining and developing the natural,
authentic experiences of the Island such as Beaches and Recreational Walks will ensure
the most popular activities (57% of activities named) provide a rewarding visitor
experience. This is similar to the 2007/08 result which was 60%.


                                                                            Main Activities

                                        350                                                             330
            number of respondents




                                        300
                                                                   242
                                        250
                                                                                                              187
                                        200
                                        150
                                                                                                                    85
                                        100       56    52
                                            50                             23   15                 17
                                                                                        3
                                             0
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                                                                             type of activity


The potential to develop more tourism product around Fauna is still evident. Results in
2007/08 indicated 17% of respondents participated in these activities. The combined
result for Penguin Viewing and Bird Watching in this year’s survey was 14% of the
activities named. As in previous survey years, tours aimed at Penguin Viewing are
available. The King Island Natural Resource Management Group has, over the past 12
months, run some activities around Bird Watching aimed specifically at protecting
Shorebirds. However, there is still little marketing or development of Bird Watching as
an activity despite the activity receiving similar interest to Penguin Viewing by visitors.

Visiting Arts & Crafts Shops is almost 19% of activities named. This is a 3% increase
from last year’s survey and could reasonably be concluded as being a result of the
heightened profile through increased marketing of the Cultural Centre particularly during
this survey period. Fishing and Hunting had the same result of respondents as in the
2007/08 survey despite the fact that one of the most popular sea fishing spots,
Naracoopa Jetty was closed for renovation and safety maintenance for the duration of
the survey period. Several responses were received by visitors in response to Q23
asking for Any Further Comments expressing their strong support for the reopening of
the Jetty.

Golf, as with last year’s survey, is named as an activity by a minimal number of visitors.
Given the unique nature of the course with its picturesque ocean views there is potential
for further development. This potential has been recognised by the committee and
membership within the past 12 months and a Business Plan is being developed to
address this.


                                                                           Page 23 of 38
                                                                                                                         25/11/2009
Expectation & Delivery of Accommodation (Q7 & Q8)
In relation to the King Island Brand, there is a strong national and international
awareness of good quality product from the Island. It would be expected that this notion
of good quality would be delivered throughout all product offered by the hospitality
industry, including accommodation. These questions were designed to give industry
direct feedback from visitors, regarding any differences between expectations and actual
delivery of paid accommodation on King Island.

419 people responded to these questions. The results depicted in the graph below,
show that the 77% of respondents received Good or Excellent service from the paid
accommodation compared to 21% of respondents who identified Unacceptable, Poor or
Average service from paid accommodation.

                                  Prior Expectations vs Standard Received - Accommodation
                                                     survey respondents
                          300
                                                                                 Prior expectation
                          250               239                                  Standard received
                                              207
                          200
            respondents




                          150
                                      109
                                                     95
                          100                             76
                                 56
                          50
                                                                                           25
                                                                4 8          0   3              5
                           0
                                excellent   good    average      poor     unacceptable     no prior
                                                                                         expectation
                                                     service standard



This year’s survey results are more favourable than the previous year with the number of
respondents receiving excellent or good service increasing and those receiving average,
poor or unacceptable service diminishing. However, the figures do compare similarly
with Visitor Survey 2007/08 results where 75% of respondents stated they received
Good or Excellent service compared to 24% of respondents stating they received
Unacceptable, Poor or Average service. For the period of this survey, 3% of visitors
considered the paid accommodation Poor or Unacceptable. There continues to be an
improvement on previous Visitor Surveys with 2007/08 results of 5% and 2006/07 results
of 9%.

This continued improvement may be attributed to a concerted effort by the tourism and
hospitality sector to receive and acknowledge formal feedback from visitors. This was
achieved through the development of a specific consumer satisfaction feedback form
which was widely available across the hospitality and retail sectors on King Island.
Accommodation venues were particularly targeted and had copies either in rooms or at
Reception.




                                                    Page 24 of 38
                                                                                                       25/11/2009
Standard of Service – Survey Respondents (Q19)
Question 19 asked respondents to indicate on a scale of 1-5 the standard of service they
expected to receive on King Island prior to their visit. Respondents were then asked to
indicate using the same scale, the standard of service they actually received during their
visit. This information was collected and analysed to assist local businesses (targeting
tourists or otherwise) gain a deeper insight into the opinions and expectations of
customers and visitors to the Island.

The data in the four graphs that follow shows that visitors are receiving a range of
service standards. All four graphs reflect that the number of visitors who had high
expectations was greatly surpassed by the number of visitors who experienced
‘excellent’ service. On the other hand however, there were a small number of visitors
who experienced an ‘unacceptable’ level of service when none responded as expecting
to receive it!

Three out of the four graphs show the number of visitors who expected ‘good’ service
were close to the number who experienced it. The exception was in the case of Tourist
Operators, the level of service experienced here was well below what visitors expected.


                                                  Service Expectation vs Delivery
                                                         Tourist Operators
                          45             41
                                                  36                                           expected
                          40
                          35                                                                   actual
            respondents




                          30
                          25
                          20      15                             16
                                                       14
                          15
                          10                                            5       4                   3
                           5                                                        1          0
                           0
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                                                                                    5




                                                        standard of service


When comparing the number of visitors who expected ‘average’ or ‘poor’ levels of
service across the four areas, the actual number of visitors who experienced ‘average’ or
‘poor’ service was less. In the instance of Restaurants and Cafes, the experience
equalled the expectation.




                                                            Page 25 of 38
                                                                                                          25/11/2009
                                                Service Expectation vs Delivery
                                                    Restaurants, Cafes etc.
                          160                       141 146                                           expected
                          140
                                                                                                      actual
                          120             101


            respondents
                          100                                         88
                           80
                           60      40                                        41
                           40
                                                                                      16 16                9
                           20                                                                         3
                            0




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                                                                                           5
                                                           standard of service


In general these graphs show that most visitors expect ‘good’ or ‘average’ levels of
service on King Island but their actual experience is better. They also show that visitors
actual experiences of ‘excellent’ and ‘good’ levels of service far surpassed ‘average’,
‘poor’ or ‘unacceptable’ levels of service. In some circumstances this was at a ratio of
6:1 (Tourist Operators) and almost 4:1 (Restaurants, Cafes).


                                                Service Expectation vs Delivery
                                                           Retailers
                          160
                                                    136                                              expected
                          140                             124
                                                                                                     actual
                          120
            respondents




                          100
                                          70                          76
                           80                                                61
                           60
                           40      23                                                 30
                                                                                           20
                           20                                                                         1    5
                            0
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                                                           standard of service




                                                                Page 26 of 38
                                                                                                                 25/11/2009
                                               Service Expectations vs Delivery
                                                Other Service (car rental, taxi)
                          100                      94 90
                           90                                                                  expected
                                          76
                           80                                                                  actual




            respondents
                           70
                                                                 55
                           60
                           50
                           40      29
                           30                                           24
                           20                                                    11 8               12
                                                                                               7
                           10
                            0




                                                                    e




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                                                                                    un
                                                                                    5
                                                       standard of service


To ensure that expectations of visitors are met, owners, managers and staff in the retail
and hospitality sectors need to remain vigilant about striving to consistently deliver high
levels of customer service.

The Awards Program for individuals and businesses initiated in 2008 by the King Island
Brand Management Group through visitor and consumer feedback forms has been a
valuable tool in encouraging businesses to achieve higher standards of service. The
program is fulfilling its aims to raise awareness of customer service and encourage
excellence within local businesses. In the past twelve months this has been achieved
firstly by providing businesses and the local Tourism Association with relative visitor and
customer feedback and comment as it is received. Secondly, annual presentations have
been initiated to publicly acknowledge businesses and individuals who through visitor
feedback have excelled through their standard of customer service.




                                                           Page 27 of 38
                                                                                                          25/11/2009
Survey Respondents Planning to Return to King Island
(Q17)
Visitors were asked to give an indication regarding their intention to return to King Island.
556 respondents completed this question, and 56% of total respondents say they are
likely to return within the next two years as depicted in the graph below. This is
consistent with the Visitor Survey 2007/08 and down considerably from the 2006/07
result of 76%.
                                                                     Return Plans

                                     350        310
             number of respondents




                                     300
                                     250
                                     200
                                     150                                                                    120
                                     100
                                                                56                            51
                                     50                                        19
                                      0
                                           yes, less than yes, 2-4 years yes, in 4 years   unlikely to      don't
                                              2 years       from now        or more         return/no    know/unsure
                                                                                            intention

                                                                          time frame


This may give some direction to local industry for the development of experiences,
services and infrastructure to ensure repeat and extended visitation.




                                                                 Page 28 of 38
                                                                                                                       25/11/2009
  Comments Summary (Q23)
  Question 23 is an optional question for respondents to offer any further comments. 222
  respondents (approximately 39%) elected to offer further comment, and all comments
  were recorded in three categories: The good…. (positive), Neutral, and Need to focus
  on. The ratio of neutral comments to need to focus on to the good was 1:8:11. This
  means for every neutral comment, there was eight need to focus on and eleven good or
  positive comments. All of the comments are related to the King Island community, the
  businesses on the Island and tourism infrastructure.

  A number of comments have been extracted from the raw data and these are included
  below. The comments are not exceptions. They are representative of several similar
  and repeated comments from visitors throughout the Survey period. Business names
  that appeared in original negative comments have been deleted.


        The good…                             Neutral                      Need to focus on
Nice to see no litter. Flowers       You guys should start a           Need a few more sign posts and
were lovely.                         "King Island Music Festival".     a bit more detail on the map.
                                     Hold it in a paddock on the
                                     North Road. It could be huge
                                     and a good advertisement for
                                     the Island.
Improved road signage.               Be more proactive about           Disappointed cheese factory was
                                     when       services      (eg      shut on Wednesday.
                                     Restaurants) are closed.
beaut place, thumbs up               Would love to go up in            Survey     questions  are     too
                                     Lighthouse                        intrusive. Need for more art and
                                                                       craft shops.
Normally stay at portside links,     Needs more exposure for           Optus wireless needed, guide to
fantastic accomm., 5 star &          tourism in the mainland.          restaurants for evening meals.
friendly.
Very nice environment         and    Community still lacks identity.   Islanders must keep this pristine
friendly people                                                        island nice and spotless by
                                                                       recycling waste.
Museum is a CREDIT to KI             Open the Naracoopa jetty          Quality of food on a paid basis
                                     please.                           isn't high enough given the King
                                                                       Island name.
Wonderful, relaxed atmosphere        Wished I had more time here       More inexpensive souvenirs
& a beautiful place to be.           to discover.


King Island is a jewel in the most   Look after the shorebirds.        Better signage of areas of
beautiful part of Australia                                            interest. Better tourist map for
                                                                       roads, what they are and where
                                                                       they go to actually.




                                             Page 29 of 38
                                                                                         25/11/2009
Gorgeous island, welcoming           Felt I wanted more info about     Need better coffee on island, all
locals, always a good view,          the island, its history, the      tasteless.
quiet, relaxing.                     people, the industry, the flora
                                     and fauna etc. in well-written
                                     form.
Very Friendly People                 Unsealed roads a problem          Shops open later and places
                                     but understandable.               open until advertised hours.
                                                                       Cheaper foods.
Great place…don't let it get too     Retain natural bush etc. Don't    Worried about forest litter and
commercialised.                      over develop and spoil its        seeming lack of control fire
                                     beauty…very important.            maintenance, disaster waiting to
                                                                       happen. What a shame.
More than impressed with all         Didn't realise such a small       Local maps and info could be a
services. Very well maintained       population and that therefore     little more up to date eg. both
areas.                               volunteers wouldn't always        galleries listed were not open / in
                                     have places of interest open.     existence.
Very impressed with facilities at                                      Lacks a few more 'cottage
sights of interest (toilets and                                        industries' eg. Arts/crafts etc to
eating areas).                                                         keep visitors occupied.
Enjoyed it very much, people                                           Accomm unacceptable. Need a 5
very helpful.                                                          star hotel.
We have had a very informative                                         Disappointed    with   lack      of
and enjoyable trip to your island                                      restaurants or restaurant        &
                                                                       coffee shops not open.
We came back 4 times this year                                         Lack of places open on a
and will be back 4 times next                                          Sunday, Sunday night NO
year. Excellent!                                                       WHERE open for tourists to eat.
Great experience - wished tour                                         Accommodation was way below
could have 2-3 days longer                                             the expected standard. Not met
                                                                       on arrival.
Had a fantastic holiday. I'll be                                       Disappointed as most of the
back,   (excellent).    Fantastic                                      fishing area being fenced off i.e.
meals in all the eateries, hotels                                      grassy wharf & the Naracoopa
& motels.                                                              jetty
Had an enjoyable time here,                                            Prices are too excessive on
would like some of your green                                          everyday things - freight cannot
pastures in our drought stricken                                       account     for     the     vast
area.                                                                  discrepancies.
Good service through Tasair.                                           It is difficult to purchase fresh
                                                                       seafood. Very disappointing not
                                                                       to be permitted to buy crays/fish
                                                                       from the boat.
Fantastic access to beaches                                            Brochure map could be very
around the island. I hope it stays                                     easily improved - many things
this way - enjoyment for all the                                       missing, or poorly listed.
people. They are a tourist asset.




                                             Page 30 of 38
                                                                                          25/11/2009
Great Island. Keep going with                      Airfares too expensive - need
the ecological innovation.                         more quality Accommodation
                                                   and Seafood restaurants near
                                                   water - Need Taxi service
Fully support King Island Tours                    Naracoopa        Jetty   was       not
100% efficient.                                    available for fishing.
People very friendly, everyone                     Could do with more signage
says hello.                                        (directions &     explanatory).
                                                   Remove road kill.
Excellent   Star,   more    than                   Need a letterbox at the airport.
expected.
Great place to visit even when                     More comfortable bus for us
working.                                           retirees is only criticism.
Meal at restaurant was great!                      Be a lot of grey nomads who
                                                   would come here if it was easier
                                                   to bring a vehicle.
Enjoyed our stay very much.                        Very expensive for little to do.
Enjoyed talking to local people.
Keep up the excellent work. I                      Sign posts / directions / maps
noticed parks and roads being                      could be clearer.
mowed and clipped of long
grass. It shows Pride!!!
I had a great experience on King                   Flights to - from Melb cheaper
Island. Lovely Place!                              than to tassy not encouraging
                                                   ongoing travel to tas. Also local
                                                   spending goes to VIC, not tas.
Have always enjoyed staying on                     Car    hire     expensive      in
KI and are made very welcome.                      comparison to other locations.
Pleasure as always.
Great place to Relax.                              Availability of good maps is
                                                   limited. Walking trails should be
                                                   included as part of attracting
                                                   tourists.    Road signage is
                                                   adequate but could be improved.
Beautiful island really enjoyed                    Unusual there was not more fish
our stay.                                          available to purchase.
Climate was wonderful.                             General signage for roads and
                                                   attractions needs review and
                                                   updating.
Emphasise more of the absolute                     Seal Rock board walk needs
rugged beauty in advertising or                    white paint on edges and part
on    website…..     it    was                     hand rails.
spectacular.
Greatly surprised, enjoyed every                   Signage on roads at attractions
minute!                                            sometimes confusing e.g. no
                                                   arrows.




                                   Page 31 of 38
                                                                       25/11/2009
Had a great stay will be back.                            Tourist    information  centre,
Hope nothing changes. Only                                access to more seafood.
need one Gold Coast.
Friendly - lots to do.                                    Exact location of wreck Loch
Great, calm, clean!                                       Leven - signs at Cape Wickham
                                                          point out to Harbinger Reef as
                                                          shown by old maps in museum.
                                                          All others show it in a different
                                                          place.
Everyone on the island is so                              Information centre / access to
friendly!!                                                local seafood i.e. restaurants /
                                                          quality of services.
Good trip                                                 Cheese, produce, museum all
                                                          open at the same short time,
                                                          difficult to see them all.
Boathouse Fabulous! (please re-                           Ensure correct road signs are
build).                                                   maintained   and    clear  to
                                                          attractions.
To come       was    an   excellent                       Restaurants need atmosphere. If
decision                                                  shops say they are open it would
                                                          be good if they actually were!!!
Felt very at home, very                                   Expected more      things   open
welcoming and friendly. Food                              during Easter.
excellent. Attractions very well
maintained, very reasonable
prices and very interesting.
Hospital good.      Promoting        is                   Tourism office needs to be
good for island.                                          located in main street and well
                                                          sign posted and staffed.
Thoroughly enjoyed it.                                    Need Information     Centre    in
                                                          Town!!!!
I enjoyed the visit very much.                            Road signage could be improved
                                                          e.g. to tourist sites not many
                                                          signs to help guide you.
Will return - we did not have
time to visit every place.
Will visit again to dive and fish.

Good spot.

Had no real expectations of K.I
but was very impressed with the
beauty experienced.
So very relaxing to be here, wish
I could've stayed longer.
Just had a great time.




                                          Page 32 of 38
                                                                            25/11/2009
Currie lighthouse and museum
were excellent, our host at the
museum was a helpful and
courteous man.
I thought the people were
friendly,  helpful   and  very
informative - wish we had more
time here.
Love the island – want to see
more. Have been here more
than 50 times but haven't seen
much of the island.
Very good trip!
Locals very friendly - island
could be marketed as a
"friendly"    getaway,        more
advertising in general, it is a top
holiday destination.
Have been coming to King
Island for 20 years and still
enjoy it. Great people great
food.
King island information brochure
is excellent. People generally
are very friendly.
Generally most enjoyable.

Very nice place, friendly people.

Fantastic destination

Wide    roads       and     tracks
improved.
King Island is an outstanding
venue. Simply amazing value.

Thoroughly enjoyed our stay.
Food excellent. Attractions -
plenty of them and greatly
enjoyed.
Great place. Best agriculture in
Australia.
King Island had a very friendly &
relaxed atmosphere. Visitors
were made to feel most
welcome.
Really enjoyed King Island and
felt relaxed from the moment the
aircraft landed.


                                      Page 33 of 38
                                                      25/11/2009
Really enjoyed our holiday on
King Island.
King island is        a   fantastic
beautiful place!!!
Great Place, love coming here
wish had more time!
Much more interesting          than
anticipated - people           very
friendly.
Looking forward to returning
soon.
Enjoyed the experience and the
remoteness - look forward to
coming back.
Very friendly people made this a
great holiday, they told us their
stories.
Produce such as seafood beef
and dairy is always a highpoint
of visits to KI.
All the persons that I dealt with
in the community were very
friendly.
great people great surf

a great place with natural beauty
and friendly people
Beautiful place,

Great Holiday

the life style is very easy going, I
really like that
Very homely and comfortable
stay!

Very friendly locals - thank you.

A marvelous experience. King
Island is a great untapped
Australian tourist resource.


Enjoyed the fresh air friendly
locals and delicious local
produce.




                                       Page 34 of 38
                                                       25/11/2009
Summary
The results presented in this Report vary somewhat with those of the previous two
survey periods in 2006/07 and 2007/08. That stated, from the interpretation of the data
collected during this survey period, local industry is still able to make some safe
assumptions about marketing, product development, experience development, current
standards and visitor expectations. Potential investors can make assumptions about
visitor demographics; spend; average nights; perceptions; and opinions, in order to
develop new tourist experiences. Furthermore, businesses and tourism associations
can supply potential funding agencies with current data regarding visitor trends on King
Island in order to further develop tourism on the Island.

The differences between this survey and previous survey results include:
   • Despite a continuing upward trend in total passenger movements to and from
        King Island over recent years, this year’s survey results show visitor numbers are
        a decidedly smaller proportion of the total numbers of people travelling. This is
        further supported by anecdotal evidence from industry service providers.
   • More visitors stayed in paid as opposed to unpaid accommodation. This
        correlates with the increasing proportion of business and employment related
        visitors in this survey period even though the number of visitors on holiday
        decreased, in comparison to previous survey periods.

When comparing 1999 total passenger movements from the Department of Transport
and Regional Services figures with figures from subsequent survey periods to date,
though the number of total travellers was considerably higher, the monthly pattern of
total passenger movements remains remarkably similar. Further, the DOTARS figures
show a steady increase in total passenger numbers between similar periods from 2005
to 2008. This increase was maintained in the same period end May 2009. From the
survey data collected however, estimations of visitor numbers show they are not keeping
abreast with these trends having dropped this survey period by an estimated 28% since
the 2007/08 survey period. Compared to the 2006/07 and 2007/08 survey periods,
based on estimations from the survey sample, the number of Business visitors grew
during this survey period whilst numbers of holidaymakers decreased and visitors to
friends and relatives remained static.

The average nights stayed per visitor dropped this survey period to 4.4 nights from 5.1
nights in 2007/08 and 5.2 nights in 2006/07. As with the 2007/08 survey results, it still
remains however that a higher percentage of visitors stayed at least one night in the
period end May 2009 (93.7%), compared to the 1999 data (88.7%). The percentage of
people stating Holiday as purpose for visit is somewhat lower in recent years falling from
around 50% in 1999 to 38% in 2007 & 2008 to 33% in 2009. Most of the change in
holiday numbers is accounted for by increase in business numbers. As with the 2007/08
survey period the number of business visitors was up a further 10%. The number of
people visiting friends and relatives remained static with the 2007/08 survey results.




                                     Page 35 of 38
                                                                            25/11/2009
The origin of visitors by state is quite similar across the 2006/07, 2007/08 and 2008/09
surveys. Tasmanian and Victorian visitors combined equate to on average about 70% of
the total number of visitors to King Island annually. When comparing 2007/08 and
2008/09 survey results: the number of Tasmanians who visited for business grew slightly
but intrastate holidaymakers numbers rose significantly from 10% to 17%; the number of
Victorians holidaymaking dropped by around 20% in each of the last two surveys whilst
the number of Victorians visiting for business continued to grow by approximately 15% in
2007/08 and 20% in 2008/09.

The major implication from comparison with the 1999 data is that the infrastructure for
considerably higher visitor numbers already exists. It is considered that no
accommodation capacity has been lost since the high visitation years of 1999. DOTARS
figures for air traffic between 1 June 2008 and 31 May 2009 indicate airlines were
running between a maximum (in January 2009) of 72% and a minimum (in August 2008)
of 59% of seating capacity. In the summer months the percentage of seating capacity
was between the mid 60s to low 70s and in winter months around the low 60s range.
This is a general overall increase in seating capacity compared to the 2007/08 survey
period. These figures also indicate potential for higher visitor numbers without additional
investment.

Though the data reveals that a high proportion of Tasmanian visitors continue to be
business travellers, as was the case in the two previous survey periods, during this
survey period it is estimated the number of holidaymakers from within the State
increased by two-thirds. Intrastate promotion of the Island remains limited however the
realignment of marketing initiatives by Tourism Tasmania over the past eighteen months
has resulted in King Island being distinctively profiled and included as part of the North
West Coast promotional activities. The cost of airfares from Hobart, Devonport and
Burnie may still be considered prohibitive particularly by holidaymakers, although it
should be noted that the intrastate airline has recently introduced a significantly reduced
return fare between King Island and Hobart.

Despite 66% of survey respondents in 2006/07; 68% in 2007/08; and 69% in 2008/09
stating their annual household income was over $60,000, 56% of respondents in
2006/07; 47% in 2007/08; and 57% in 2008/09 spent $500 or less on accommodation,
transport (excluding flights), meals and personal items. This indicates there is little
money being spent per visitor. Dairy products are undoubtedly the most popular choice
for purchase, however in this survey period compared to the two earlier surveys,
purchases of Arts and Souvenirs doubled, showing there is a willing and interested
market when these types of goods are available.

Over the past three survey periods, the majority of survey respondents have indicated a
return to King Island. The percentage of survey respondents who gave an indication
they are likely to return within the next two years was the same in this survey period as
in 2007/08 (56%), though still down considerably from the 76% survey result in 2006/07.
Perhaps the most informative source to give credibility to this data is in the feedback
from visitors that is sought at the end of the survey form. More than one in three survey
respondents made comments in the space provided. The most consistent positive
theme was about the great place and friendly locals.




                                     Page 36 of 38
                                                                             25/11/2009
The most common theme that visitors believe King Island needs to focus on was
ensuring maps and/or signs are up to date and clear along with the need for more and
improved signage. Close behind that came the need for accommodation, food &
beverages and service to maintain the quality standard expected of the premium
reputation of the King Island Brand. This is despite the fact that four compared to every
one respondent stated in Question 19 that their actual experience in restaurants and
cafes was either excellent or good. As with previous surveys, limited or, not as were
published, opening hours (most particularly for restaurants and cafes) was a consistent
bone of contention in visitors’ comments as was the limited choice of eating options often
available.

Based on the growing number of visitors with high incomes, compared with the low level
of visitor spending, the same interesting challenge continues to exist for King Island
tourism. That challenge is to develop as well as implement strategies specifically aimed
at ensuring visitors, including business travellers, participate in more spending
opportunities. The comments and feedback in this and previous surveys show that
visitors enjoy and want authentic Island experiences. However, it is also clear that apart
from being available, these experiences will need to meet service delivery expectations
particularly akin to the quality reputation of the King Island Brand to warrant increased
spending and additionally to encourage repeat visitation.

Also of relevance and interest is the findings of recent research undertaken in early 2009
by Tourism Tasmania titled Host Communities Perceptions of the Social Impacts of
Tourism on Tasmanian Communities. Of the four communities surveyed, King Island
residents had the most positive perceptions of tourism. Respondents named the top five
positive impacts as being: economic benefit – stimulation of employment, good for local
business; staging events brings a range of benefits including entertainment and
economic benefits; tourism showcases the Island in a positive light; tourism brings
people from different cultures and backgrounds into the community; and, tourism makes
local residents feel more proud of the Island and makes them feel good about
themselves and their community.

Further information regarding the King Island Visitor Survey can be obtained from the
King Island Council:

kicouncil@kingisland.net.au

Phone 03 6462 1177

Fax 03 6462 1313




                                     Page 37 of 38
                                                                            25/11/2009
Endnotes
i
 The number of outbound passengers, as supplied by DOTARS, was multiplied by the proportion of visitor
numbers to total passenger numbers.




                                                                                   Visitor
                        DOTARS             Total         Visitor      % Visitor    Numbers
                        outbound        Respondents   Respondents    Respondents   2008-09
                     June 08 1,268              34             10         0.295         374.06
                     July       1,273          168             64          0.38         483.74
                     Aug        1,181          157             42          0.26         307.06
                     Sept       1,286          193             63          0.33         424.38
                     Oct        1,359          146             54          0.37         502.83
                     Nov        1,321          169             79          0.47         620.87
                     Dec 08     1,537          265             89          0.34         522.58
                     Jan 09     1,659          201             68          0.34         564.06
                      Feb       1,297          177             87          0.49         635.53
                      Mar       1,561          239            118          0.49         764.89
                     Apr        1,468          237            108          0.46         675.28
                     May 09     1,246          129             30          0.23         286.58
                              16,456                                                   6161.86


ii
 Total nights spent by visitors surveyed was 2504, divided by the number of visitors surveyed (569) gives
average nights per visitor (4.4). This was multiplied by the total estimated visitors for the year, 6162, to
obtain 27,112.8.
iii
 The total nights spent for Visitor Survey 2006-2007 includes some charter flights, 2008-2009 data, as
with 2007-2008, excludes charter flights.
iv
  More than one answer was accepted. The results for each category are presented as a percentage of
visitors nominating that category; therefore the total is more than 100%.




                                            Page 38 of 38
                                                                                             25/11/2009

								
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