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ASIA TRAVEL INTENTIONS SURVEY

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					Asia Travel Intentions Survey 2006

Foreword

“Know thy customer” is a principle that is at the heart of every successful business. In our respective industries knowing our customers is crucial to continued success. Asia Pacific contains two of the world’s fastest growing inbound and outbound tourism destinations – China and India –along with undiscovered markets and locales that continue to bring sustained tourism dollars into the region year after year. In order to assist their partners in the region’s tourism industry, PATA and Visa working together, researched the travel intentions of potential visitors to key Asian source markets. We created a study, thanks in part to the efforts of AC Nielsen, that would best identify which country’s tourists are coming to Asia Pacific as well as the barriers that are keeping some potential visitors away. PATA and VISA entered a strategic partnership last year under PATA’s Premier Partner program, and have long-standing links with tourism authorities and private sector operators throughout the region. Our organizations are committed to ensure travel to, from and within Asia Pacific remains vibrant and grows steadily. This year is already showing great potential – the tourism infrastructure is growing, travelers are finding affordable flights to Asia Pacific and much of the region is gearing up for world events such as the 2008 Beijing Olympic Games, which will shine a bright light on China and the rest of Asia Pacific as superb tourist destinations. Equally present are issues that have the potential to keep travelers away, such as bird flu, worries about terrorism and travel-related taxes. The key to addressing these issues is through identifying what is important to each audience and addressing its concerns and appealing specifically to its interests. The Asia Travel Intentions Survey that we are pleased to publish jointly provides a detailed look at the desires and concerns of potential travelers to the region. As recent history shows, travelers’ perceptions don’t always reflect the reality of a situation. The travel industry needs to be more proactive in getting the facts in front of consumers. This study goes a long way to identifying consumers’ concerns that need to be addressed by the travel industry. We hope that national tourism organizations, policy makers, tourism operators and merchants in Asia Pacific will find this information useful in better understanding travelers' concerns and thereby stimulate even more business for this most exciting part of the world.

Rupert Keeley

President and Chief Executive Officer Visa International Asia Pacific

Peter de Jong

President and CEO PATA (Pacific Asia Travel Association)

Asia Travel Intentions Survey 2006

Table of Contents
Foreword Executive Summary Research Design Sample Characteristics Travel Intentions Factors Affecting Travel Perceptions of Problems Other Information 3 5 8 10 13 22 29

Statement of Professional Commitment
ACNielsen certifies that the information contained in this report has been compiled in accordance with sound market research methodologies developed by, or for, ACNielsen. ACNielsen believes that this report represents a fair, accurate and comprehensive analysis of the information collected, with all sampled information subject to normal statistical variance.

This research was prepared by AC Nielsen for Visa International Asia Pacific and the Pacific Asia Travel Association

Asia Travel Intentions Survey 2006

Executive Summary
Key Findings
This study was conducted in late March 2006, and paralleled a similar investigation in March 2005. This year's study shows stronger evidence that travellers have stronger intentions to travel to Asia. Of those who were considering Asia, round 80 percent rate their likelihood of visiting Asia as better than 50-50. Across all markets, more than three-quarters of international travellers would consider Asia as a holiday destination. Outside the three Asian markets surveyed, the markets most likely to consider Asia were Sweden, Germany and Australia. Two categories of traveller qualified for the study – committed Asian travellers who were considering Asia in the next 12 months and possible Asian travellers who would consider Asia for a holiday at some time in the future. These groups reported very different perceptions of travel in Asia–committed travellers were more than twice as likely to have visited Asia in the past three years, while possible travellers were much more likely to express concerns about terrorism or other safety and security issues. Visitor numbers to areas affected by the December 2004 tsunami have improved considerably since early to mid 2005. Indeed, this study shows that other issues around Asia are likely to be greater barriers to travel than the tsunami. However, there is evidence that the tsunami will still be a consideration for around a third of travellers and that many travellers are unsure of the current status of affected areas. The threat of terrorism and other safety and security fears were of greater concern than issues around the tsunami. Indeed, concern about these issues proved to be a good predictor of the likelihood of travelling to Asia. Even in destinations with no specific experience or threat of terrorism, around 1 in 5 believed terrorism had affected the area. Bird flu was seen as a considerable barrier to travel and as a significant problem in Asia. However, there was confusion about the areas affected by bird flu – around a third of respondents did not know which destinations were affected and more than 1 in 5 believed that areas with no cases of bird flu had been affected.

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Asia Travel Intentions Survey 2006

Market by Market Headlines
AUSTRALIA
Least likely to regard the tsunami as a barrier to travel and most likely to believe that a tsunami will not hit the same area again. Second lowest level of concern about taxes on airfares.

CANADA

Market least likely to consider Asia for a holiday and least likely to have visited Asia in the past three years.

CHINA

Most likely to fear a terrorist attack or other safety issues if travelling. The only country to show a decline in the proportion considering Asia since 2005.

FRANCE

The market least concerned about the risk of terrorism and of threats to their safety, but most likely to agree that taxes on airfares are too high.

GERMANY

Market most likely to perceive bird flu as a widespread problem. Committed German travellers are the most likely to visit Asia in the next 12 months (outside Asian markets).

JAPAN

Most likely market to perceive bird flu as a significant problem, but least likely market to know which areas are affected.

KOREA

Most likely to report that the tsunami, terrorism, safety concerns and bird flu made them less likely to travel.

SWEDEN

Most likely market (outside Asian markets) to consider Asia for a holiday. Their commitment to Thailand is greater than any other market’s commitment to a single destination.

UK

Most likely to conduct an internet search to find out about a destination. Second least likely to cite the tsunami as a barrier to travel.

USA

Showed the greatest increase in the proportion considering Asia compared to 2005. However, the market second least likely to have visited Asia in the past three years. Most likely to visit Japan over any other destination.

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Asia Travel Intentions Survey 2006

Research Design
Background
In February 2005, Visa International commissioned ACNielsen to conduct research into the effects of the December 2004 tsunami on travel intentions to Asia. The research found that nine percent of potential travellers to Asia had switched their plans to other regions. There was also evidence that 3 in 10 committed travellers were considering switching their likely destination. Evidence since suggests that the effect of the tsunami as a disincentive to travel began to decline through 2005. However, other barriers to travel in Asia became apparent l

Terrorist attacks in origin countries (e.g. London) and in holiday destinations (e.g. Bali and Delhi) Confirmed human cases of avian influenza virus in Cambodia, China, Indonesia, Thailand and Vietnam Negative publicity regarding the safety and security of foreign tourists (e.g. Australian tourists prosecuted for possession of drugs in Bali, a British tourist murdered on Koh Samui) Increased airfares due to higher fuel prices

l

l

l

The present study was commissioned by Visa and PATA to assess the residual effect of the tsunami on travel intentions and determine the extent to which the issues listed above are barriers to travel in Asia.

Methodology
As in 2005, interviews were conducted online in 10 countries. Respondents were recruited via survey panels maintained by ACNielsen and our panel partner, GMI Research. All panellists have previously agreed to be contacted for market research and their details are used for research purposes only. Respondents were incentivised for their participation in this study. The population segments that tend to be under-represented in the online population are low income earners and the elderly. However, neither of these groups are the primary target market for the study, so the effect of this bias is likely to be negligible. Interviews were conducted between Monday, 20 March and Wednesday, 30 March 2006.

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Asia Travel Intentions Survey 2006

Target Population
Respondents were selected based on their international travel experience and consideration of Asia as a holiday destination. To qualify for the survey respondents must: 1. 2. 3. 4. Have travelled internationally for a holiday in the last three years Intend to travel internationally for a holiday in the next 12 months Consider Asia as a destination for their holiday OR Report they will consider Asia for a holiday in the future

Note that this is not comparable to the respondent base in 2005, when respondents must: 1. 2. 3. 4. Have travelled internationally for a holiday in the last three years Intend to travel internationally for a holiday in the next 12 months Were considering Asia as a destination for their holiday OR Were not considering Asia because of the effects of the December 2004 tsunami

The following figure illustrates the distribution of responses

Intend to travel internationally (outside the region) in the next 12 months (n = 5,601)

Considering Asia “Committed Travellers” (n = 2,430)

Would consider Asia in the future “Possible Travellers” (n = 2,580)

Not considering Asia now or in the future (n = 591)

“Asian Considerers “ (n = 5,010)

Outside Survey Scope

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Asia Travel Intentions Survey 2006

Definition of Terms
The following terms are used in this report Committed Asia travellers Respondents who have travelled to another region for a holiday in the past three years, intend to take a holiday in the next 12 months and will consider Asian destinations Possible Asia travellers Respondents who have travelled to another region for a holiday in the past three years, intend to take a holiday in the next 12 months, will not consider Asian destinations but who would consider Asia in the future Asia Considerers Committed and possible Asian travellers Origin Markets The 10 countries from which respondents originate (Australia, Canada, China France, Germany, Japan, Korea, Sweden UK, USA) Destinations The 13 Asian holiday destinations that are referenced in the survey (China. Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Maldives, Philippines, Singapore, Sri Lanka, Thailand, Vietnam)

Asia Travel Intentions Survey 2006

Sample Characteristics
Sample Distribution
The following tables show the sample distribution in 2006, compared with that used in 2005. 500 responses were obtained from each origin market. Responses were weighted to reflect the online population in each origin country (the effect of this is negligible – the total remains at 5,010 but there will be some movement in sub-categories). Note that each market contributed equally to the overall proportions reported – so responses from, for example, China (a very large origin market) were of the same value as Australia (a relatively small origin market)

Asian Considerers 2006 Country USA Canada UK Germany France Sweden Japan China Korea Australia Total Intend to travel internationally 625 639 575 537 603 526 534 523 514 555 5,601 Committed Travellers 230 174 192 213 202 308 332 221 279 279 2,430 Possible Travellers 270 326 311 287 298 193 169 280 225 221 2,580 Total 500 500 503 500 500 501 501 501 504 500 5,010

Asian Considerers 2005 Country USA Canada UK Germany France Sweden Japan China Korea Australia Total Intend to travel internationally 1,794 2,167 1,199 1,005 1,247 845 848 661 875 1,034 11,675 Committed Travellers 352 381 395 374 347 441 433 411 387 449 3,970 Not considering because of Tsunami 141 146 117 131 150 46 74 99 105 60 1,069 Total 493 527 512 505 496 487 507 510 491 508 5,037 8

Asia Travel Intentions Survey 2006

Key Characteristics
Tables on the previous page show that of those intending to travel internationally in 2006, a greater proportion than in 2005 are considering Asia as a holiday destination (43 percent compared with 34 percent). This itself is a very important finding. The origin market with the greatest increase in the proportion of international travellers considering Asia was the US (from 20 percent to 37 percent), followed by Japan (from 51 percent to 62 percent), Canada (from 18 percent to 27 percent) and Korea (from 44 percent to 54 percent). The only country to show a decline was China (from 62 percent to 42 percent). As might be expected, the number of respondents who would consider Asia for a holiday at any time in the future is much higher than those who were not considering Asia because of the tsunami. This creates a well balanced sample which is 49 percent “committed travellers” and 51 percent “possible travellers”. Outside the three Asian markets surveyed, markets with the highest proportion of Asian considerers among international travellers were Sweden (95 percent), Germany (93 percent) and Australia (90 percent). Markets with the lowest proportion of international travellers who were Asian considerers were Canada (78 percent), the United States (80 percent) and France (83 percent).

Past Travel Behaviour
Among those who qualified for the survey, the most common region in which to have travelled in the past three years was Asia (48 percent) followed by North America (22 percent) and Europe (20 percent)*. The highest proportion of Asian considerers who had visited Asia in the past three years were from the Asian markets (China, Japan, Korea) followed by Sweden (58 percent), Australia (52 percent) and Germany (42 percent). The lowest proportion of Asia considerers who had visited Asia previously were from Canada (24 percent) and the United States (27 percent). Committed Asian travellers were more than twice as likely to have visited Asia in the past three years than possible Asian travellers (66 percent to 31 percent).

*Note, however, that China, Japan and Korea markets were asked about travel in Asia, but other countries were not asked about their ‘home’ region. This will artificially inflate estimates of Asian travel in this section and underestimate Europe/North America/Australia figures.

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Asia Travel Intentions Survey 2006

Travel Intentions
Travel Intentions – Next 12 Months
By definition, all committed Asian travellers were considering Asia for a holiday in the next 12 months. The next most likely destinations being considered by committed Asian travellers were New Zealand/Pacific Islands (33 percent), Australia (31 percent) and the Caribbean (30 percent). Among possible Asian travellers (of whom none were considering Asia in the next 12 months) the most commonly considered destinations were the Caribbean (35 percent), Australia (31 percent) and Europe (31 percent).

Likelihood of travel
Committed Asian travellers were asked how likely they were to visit an Asian destination for a holiday in the next 12 months. Responses were expressed as a percentage likelihood (1 percent = very unlikely to travel, 100 percent = certain). The ‘average’ likelihood was 74 percent and around 80 percent of committed Asian travellers reported they were more likely than not (i.e > 50 percent) to visit an Asian destination. The highest average percentage likelihoods to travel to Asia in the next 12 months were in the China (85 percent), Korea (82 percent) and Germany (77 percent) markets. The lowest were France (62 percent) and Japan (63 percent).
Probability of Travelling to Asia in Next 12 Months (Committed Asian Travellers)

900 800 700

Number of Respondents

600 500 400 300 200 100 0

20

10

40

80

90 81 to

30

50

1t o

21 to

41 to

51 to

61 to

11 to

31 to

71 to

Probablity (%)

91 to

10 0

60

70

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Asia Travel Intentions Survey 2006

Considered Destinations
Respondents were asked to indicate which destinations they were considering for a holiday in the next 12 months and to identify a single country as their ‘most likely’ destination. Considered Destination (a) (%) Hong Kong India Indonesia Malaysia Maldives Philippines Singapore Sri Lanka Thailand Vietnam Japan China Korea 40 22 18 28 24 20 32 14 53 24 32 36 21 Most Likely Destination (b) (%) 10 6 2 4 5 3 5 2 23 4 11 12 7 Conversion Rate (b/a) 0.25 0.27 0.11 0.14 0.21 0.15 0.16 0.14 0.43 0.17 0.34 0.33 0.33
Origin Country with Greatest Proportion Indicating ‘Most Likely

China (34%) UK (14%) Japan (5%) UK (9%) Germany (10%) USA (7%) China (17%) Germany (8%) Sweden (54%) Australia (9%) USA (28%) Korea (24%) Japan (28%)

Thailand was both the most common ‘considered destination’ and the most common ‘most likely’ destination. Sri Lanka and Indonesia were the least common destinations on both of these factors. The third column of data in the table above shows the ‘conversion rate’ of those who indicate a location is their most likely destination as a ratio of those who will consider a destination. This shows that Thailand is the ‘best performed’ destination measured by their conversion of ‘considerers’ to be ‘most likely’ to visit. 43 percent of those with Thailand in their decision set indicate it is their most likely destination. Other high performing destinations were Japan (34 percent), China (33 percent) and Korea (33 percent). The poorest performing destinations on this measure were Indonesia (11 percent), Sri Lanka (14 percent) and the Philippines (15 percent).

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Asia Travel Intentions Survey 2006

Month of Travel
Committed Asian travellers were asked the month in which they were most likely to take a holiday. ‘Peak’ months for travel were August (15 percent of committed travellers), September (11 percent), October (11 percent) and July (10 percent). The figure below shows the most likely month for respondents from each country to travel. It should be observed that most countries followed a similar pattern of peaking around August – September. Sweden differed considerably from this trend, with peaks in November (16 percent), December (11 percent), January (12 percent) and February (11 percent). The peak month for China was October (31 percent) – this was slightly later than other countries and forms the most dramatic peak in the chart below.
35 30 25 20 15 10 5 0

Month Most Likely to Travel
US Canada UK Germany France Sweden Japan China Korea Australia

Ju l

Ju n

Ja n

Ap r

Se p

O ct

Au g

No v

De c

Fe b

M ay

Month

M ar

Asia Travel Intentions Survey 2006

Factors Affecting Travel
Barriers to Travel
All qualifying respondents were asked about factors that might affect whether or not they would travel to Asia and where they would visit in Asia. In 2005, this section focussed on the tsunami and its effects on travel intentions. In 2006, respondents were asked about seven potential barriers to travel. These issues were –
l l l l l l l

The tsunami Terrorism Safety and security (other than terrorism) Bird Flu Government warnings about travel to Asia Media warnings about travel to Asia Taxes and levies on air travel

Barriers to Visiting Asia
Respondents were firstly asked about whether these factors made them more or less likely to visit Asia.

Factors affecting whether or not to visit Asia The tsunami Terrorism Safety and Security (not terrorism) Bird Flu Government warnings about travel to Asia Media warnings about travel to Asia Taxes and levies on air travel

Makes me more likely to visit 10 9 14 8 10 10 10

Makes no difference 56 33 33 35 22 32 62

Makes me less likely to visit 35 58 52 57 69 58 28

Warnings and negative publicity from governments and from the media will play a significant role in discouraging travellers from visiting Asia. Over two-thirds of respondents (69 percent) reported they would be less likely to visit Asia if their government issued travel warnings. Over half (58 percent) said that media warnings would make them less likely to travel. A clear picture emerges of the current barriers to travelling to Asia. 58 percent said that terrorism would make them less likely to visit Asia (including a quarter who said it made them ‘much less likely’ to travel). 13

Asia Travel Intentions Survey 2006

Bird flu made 57 percent less likely to travel to Asia and other safety or security concerns made 52 percent less likely to visit Asia. The tsunami made 35 percent of respondents less likely to travel to Asia – clearly behind the other named barriers. Markets for which the tsunami had the lowest effect on whether or not to travel to Asia were Australia (17 percent), the UK (19 percent) and Sweden (21 percent). The market which showed the greatest sensitivity to the tsunami, terrorism, safety and security and bird flu was, in each case, Korea. On every factor except taxes on air travel, possible Asian travellers reported they were less likely to travel than committed Asian travellers. The effect of taxes on air travel were steady across all countries and 28 percent indicated they would make them less likely to visit Asia. On these figures, it is likely that taxes on air travel are more likely regarded as minor irritations but on their own are unlikely to totally discourage travel to Asia.

Barriers Affecting Where to Go
Makes me more likely to visit 9 8 11 7 8 9 Makes no difference 51 26 28 33 23 34 Makes me less likely to visit 41 66 62 60 69 57

Factors affecting whether or not to visit Asia The tsunami Terrorism Safety and Security (not terrorism) Bird Flu Government warnings about travel to Asia Taxes and levies on air travel

A similar pattern emerges, with warnings from government and the media making 69 percent and 57 percent less likely to travel to a particular destination. Around two-thirds are less likely to visit a specific destination because of terrorism (66 percent), other safety and security issues (61 percent) or bird flu (60 percent). 41 percent remain less likely to visit a destination because of the tsunami.

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Asia Travel Intentions Survey 2006

Key Statements About Travel in Asia
A series of statements about holiday travel and resort destinations in Asia were presented to respondents. They were asked to indicate whether they agreed or disagreed with each of these statements. The following pages present each statement, and the responses in each origin market.

Statement One
I would be concerned about my safety and security if travelling in Asia in 2006
Neither Agree nor Disagree 26 28 36 18 21 27 39 11 42 32 28 Disagree 28 27 24 50 57 29 22 8 19 29 29

Agree USA Canada UK Germany France Sweden Japan China Korea Australia Total 46 44 39 32 22 44 39 82 39 39 43

The variability between countries on this statement about safety and security was greater than any other statement. Results show the Chinese market to be the most concerned about travelling to other Asian countries because of safety and security concerns (82 percent agree). Countries with the highest level of disagreement with this statement were France (57 percent) and Germany (50 percent). Significantly, possible Asian travellers were more likely to agree with the statement (49 percent) than committed Asian travellers (39 percent).

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Asia Travel Intentions Survey 2006

Statement Two
Facilities and amenities in areas affected by the tsunami are still badly damaged
Agree USA Canada UK Germany France Sweden Japan China Korea Australia Total 57 58 53 54 56 40 58 56 53 42 53 Neither Agree nor Disagree 31 31 32 20 23 35 28 25 30 34 29 Disagree 12 10 14 25 20 24 14 19 17 25 18

Sweden (40 percent) and Australia (42 percent) were least likely to agree that facilities and amenities are still badly affected by the tsunami. In all other markets, a majority agreed that facilities are still badly damaged. Those who were considering Asia for a holiday in the next 12 months were less likely to agree with this statement (50 percent) than those who were considering an Asian holiday at some time in the future (55 percent). Respondents who were considering Vietnam, Thailand or Indonesia as a holiday destination were less likely than others to agree with this statement (46 percent, 48 percent and 50 percent respectively).

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Asia Travel Intentions Survey 2006

Statement Three
Bird flu is a significant problem in some parts of Asia
Agree USA Canada UK Germany France Sweden Japan China Korea Australia Total 67 70 62 72 65 59 79 69 52 66 66 Neither Agree nor Disagree 22 19 23 12 15 25 16 16 35 19 20 Disagree 11 11 15 16 19 16 5 15 14 14 14

Markets that most perceived bird flu to be a significant problem were Japan (79 percent - itself a country with confirmed cases of avian flu in poultry) and Germany (72 percent). The market least likely to agree with this statement was Korea (52 percent). Again, possible Asian travellers were more likely to agree with the statement (70 percent) than committed Asian travellers (62 percent).

Intentions of Travel to Asia 2006

Statement Four
Taxes on airfares make the cost of travel too expensive
Agree USA Canada UK Germany France Sweden Japan China Korea Australia Total 46 49 40 41 58 34 55 53 44 37 46 Neither Agree nor Disagree 37 38 40 22 23 41 36 32 38 36 34 Disagree 17 13 20 37 19 25 8 14 18 27 20

Origin markets in which a majority agreed that taxes on airfares make air travel too expensive were France (58 percent), Japan (55 percent) and China (53 percent). Sweden (34 percent) and Australia (37 percent) were least likely to agree with this statement.

Intentions of Travel to Asia 2006

Statement Five
If travelling in Asia I would be concerned about the possibility of a terrorist attack
Neither Agree nor Disagree 29 30 36 14 22 34 38 15 34 28 28

Agree USA Canada UK Germany France Sweden Japan China Korea Australia Total 42 34 36 35 19 37 42 66 34 43 39

Disagree 28 36 28 51 59 29 20 19 31 29 33

China was the market most concerned about terrorism (66 percent agree). The least concerned markets was France (19 percent agree). Outside China and Korea, responses to this question were fairly homogenous - in other markets between 34 percent and 43 percent of respondents agreed with the statement. Committed Asian travellers were significantly less likely to be concerned about terrorism than Possible Asian travellers (44 percent to 34 percent).

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Asia Travel Intentions Survey 2006

Statement Six
I’m concerned about the chance of another tsunami hitting the same area again
Agree USA Canada UK Germany France Sweden Japan China Korea Australia Total 24 21 20 31 21 18 34 54 43 10 28 Neither Agree nor Disagree 28 28 31 12 19 29 33 22 27 26 25 Disagree 48 51 50 57 61 53 34 24 30 64 47

Australia (10 percent agree) and Sweden (18 percent) were least likely to be concerned about another tsunami hitting Southeast Asian. China was the most concerned market (54 percent agree). Committed Asian travellers were less concerned than possible Asian travellers about the possibility of a further tsunami (50 percent disagree compared to 44 percent disagree). Respondents considering a holiday in India (19 percent), Indonesia (20 percent), Vietnam (20 percent) or Sri Lanka (21 percent) were less likely to be concerned about another tsunami.

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Asia Travel Intentions Survey 2006

Statement Seven
Recent events in Asia have made me more likely to purchase travel insurance
Agree USA Canada UK Germany France Sweden Japan China Korea Australia Total 50 61 53 68 60 35 74 79 60 60 60 Neither Agree nor Disagree 33 28 33 12 23 47 20 16 27 29 27 Disagree 18 11 14 21 17 19 6 5 13 12 14

A majority of respondents in nine of the ten countries agreed they were more likely to purchase travel insurance as a result of recent events. Countries most likely to agree with this statement were China (79 percent) and Japan (74 percent). A minority (35 percent) of Swedes agreed that they were more likely to purchase travel insurance.

Asia Travel Intentions Survey 2006

Perceptions of Problems
Tsunami – December 2004
Respondents were asked about their perceptions of the effect of the tsunami in December 2004 – they were asked whether each destination was severely affected, somewhat affected, not affected or ‘don’t know’ Tsunami Dec 2004 Hong Kong India* Indonesia* Malaysia* Maldives* Philippines Singapore Sri Lanka* Thailand* Vietnam Japan China Korea Severely Affected 1 25 57 29 24 17 7 48 52 5 2 1 1 Somewhat Affected 10 45 26 40 32 33 25 27 26 24 12 10 10 Not Affected 73 18 7 16 20 32 49 11 12 50 72 72 72 Don’t Know 15 12 10 16 24 18 19 14 10 21 15 17 17

* Countries that sustained loss of human life due to tsunami (source:www.bbc.co.uk)

There was a reasonably high level of awareness of affected areas – six of the nominated destinations can be regarded as ‘affected’ and an average of 72 percent of respondents correctly reported this. Indonesia, Thailand and Sri Lanka were the most commonly identified severely affected destinations. However, an average of 18 percent of respondents identified unaffected areas as being severely or somewhat affected. The most common ‘false positive’ was the Philippines – identified by 50 percent of respondents as being affected. Furthermore, an average of 16 percent of respondents for each destination did not know whether that area was affected or not.

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Asia Travel Intentions Survey 2006

Tsunami – Overall Market Perceptions
It is possible to create an ‘Asia-wide’ estimate of the perceptions of the tsunami based on the responses of each market across all destinations. The below table shows the ‘average’ response for each market. Tsunami December 2004 Average Rating Origin Market USA Canada UK Germany France Sweden Japan China Korea Australia Severely affected 17 20 19 23 26 24 20 21 20 22 Somewhat affected 23 24 24 23 24 20 27 33 30 22 Not at all affected 35 35 41 41 37 42 30 38 33 45 Don’t Know 25 21 16 12 14 15 21 8 17 11

The origin markets were broadly comparable in their perception of the tsunami’s effects in December 2004. Across all countries, an average of between 40 percent and 54 percent of respondents believed the tsunami severely or somewhat affected Asia. Japan, Korea and France were most likely to report that countries were affected. Australia was most likely to report that countries were unaffected. The USA and Canada were the markets most likely to report ‘don’t know’.

Asia Travel Intentions Survey 2006

Perceptions of Improvement in Tsunami-Affected Areas
For areas that respondents identified as ‘affected’ they were then asked whether these areas were still affected. The below table shows the distribution of responses by origin market. Note that this question was only asked of respondents who identified an area as affected in December 2004. It therefore shows a measure of improvement in conditions rather than an absolute measure of current perceptions.
Areas thought to have been affected by the Tsunami March 2006

Still Severely Affected 6 16 35 19 16 16 11 32 25 9 8 5 6

Still Somewhat Affected 42 51 47 50 50 48 45 49 53 44 41 40 47

No Longer Affected 42 21 8 19 21 21 31 9 13 33 40 40 33

Don’t Know 11 12 9 13 13 14 13 10 8 14 12 14 14

Hong Kong India* Indonesia* Malaysia* Maldives* Philippines Singapore Sri Lanka* Thailand* Vietnam Japan China Korea

* Countries that sustained loss of human life due to tsunami (source: www.bbc.co.uk)

An average of 25 percent of respondents who identified an area as ‘affected’ in December 2004 believed that it was no longer affected in March 2006. For the worst affected countries, 83 percent of those who knew Indonesia was affected by the tsunami believe it is still affected. 81 percent of those who knew Sri Lanka was affected believe it is still affected. 78 percent of those who knew Thailand was affected believe it is still affected. Overall, at least 60 percent of those who regarded countries as affected by the tsunami believe that ongoing effects are apparent.

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Asia Travel Intentions Survey 2006

Perceptions of Terrorism
Respondents were also asked about the impact of terrorism on the region. They were asked whether each destination was severely affected, somewhat affected, not affected or ‘don’t know’.
Areas thought to have been affected by the Tsunami March 2006

Still Severely Affected 2 8 26 9 3 14 3 11 6 5 4 3 3

Still Somewhat Affected 13 40 38 33 15 41 17 35 33 22 19 16 20

No Longer Affected 64 33 18 33 52 25 57 30 39 49 59 59 55

Don’t Know 20 20 18 24 30 21 23 24 22 24 18 22 22

Hong Kong India* Indonesia† Malaysia* Maldives* Philippines† Singapore Sri Lanka Thailand† Vietnam Japan China Korea

* Countries identified by the Australian Department of Foreign Affairs & Trade as subject to a possible specific terrorist threat † Countries identified by the Australian Department of Foreign Affairs & Trade as subject to a high or very high terrorist threat (source: www.dfat.gov.au) Note: in some cases there is a marginal difference between domestic unrest and terrorism

Indonesia is the country most widely perceived to be severely affected or somewhat affected by terrorism (64 percent combined). This was followed by the Philippines (55 percent), India (48 percent) and Sri Lanka (46 percent). Destinations which a clear majority believed were unaffected by terrorism were – Hong Kong (64 percent), Japan (59 percent), China (59 percent), Singapore (57 percent), Korea (55 percent) and the Maldives (52 percent). The destinations perceived to be least affected by terrorism were the Maldives (18 percent believing it has been affected) Hong Kong (19 percent) and China (19 percent).

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Asia Travel Intentions Survey 2006

Terrorism – Overall Market Perceptions
A rating of each origin country’s perception of terrorism in Asia can be obtained by averaging their ratings across the 13 specific countries. The table below shows these average ratings. Terrorism - Average Rating Origin Market USA Canada UK Germany France Sweden Japan China Korea Australia Severely affected 7 6 6 9 9 6 6 10 6 8 Somewhat affected 30 26 27 28 25 26 19 34 36 26 Not at all affected 34 40 44 49 44 43 35 47 49 53 Don’t Know 29 28 23 14 22 25 40 9 19 14

The above table shows that Chinese were least likely to respond ‘don’t know’ (9 percent) and the most likely to report Asian countries were severely or somewhat affected by terrorism (44 percent). Japan was the most likely to say ‘don’t know’ (40 percent) and the least likely to say countries were severely or somewhat affected (25 percent).

Asia Travel Intentions Survey 2006

Perceptions of Bird Flu
Respondents were also asked about the effects of Bird Flu on the region. The table below shows these results.

Bird Flu Hong Kong* India* Indonesia*† Malaysia* Maldives Philippines Singapore Sri Lanka Thailand*† Vietnam*† Japan* China*† Korea

Severely Affected 12 9 11 8 4 7 5 5 17 19 6 33 9

Somewhat Affected 36 37 41 36 18 34 27 29 43 41 25 44 33

Not Affected 27 22 17 22 38 24 35 28 14 14 42 8 27

Don’t Know 25 32 31 34 40 34 33 38 25 26 26 16 31

* Confirmed animal cases of avian influenza † Confirmed human cases of avian influenza (source: www.cdc.gov)

Considering the overall perceptions of bird flu, between one quarter and one half of respondents did not know the extent to which each destination was affected. The exception was China, where there was greater certainty that the country had been affected. Overall, respondents’ ability to identify areas affected by bird flu was better than random, but there was still widespread confusion. Five of the thirteen countries had shown no cases of bird flu. However, even in these countries at least one in five believed they had been affected by bird flu (Maldives – 22 percent, Singapore – 32 percent, Philippines – 41 percent, Sri Lanka – 34 percent, Korea – 42 percent) Four of the thirteen countries had confirmed human cases of Avian Influenza. Of these four, China was perceived to be the most affected (77 percent), followed by Vietnam (60 percent), Thailand (60 percent) and Indonesia (52 percent).

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Asia Travel Intentions Survey 2006

Bird Flu – Overall Market Perceptions
Again, responses can be averaged across all destinations to determine the extent to which each market perceives bird flu to be a problem in the region. Bird Flu - Average Rating Origin Market USA Canada UK Germany France Sweden Japan China Korea Australia Severely affected 10 11 7 17 14 10 8 11 13 7 Somewhat affected 32 34 33 36 34 34 24 39 34 34 Not at all affected 19 20 26 27 21 21 20 32 26 29 Don’t Know 39 36 34 20 31 34 40 10 19 31

The above table shows that Germans were most likely to report Asian destinations as affected by bird flu. Again, Japanese were most likely to report ‘don’t know’ and least likely to report severely or somewhat affected. The Chinese market was most likely to report destinations were not at all affected.

Asia Travel Intentions Survey 2006

Other Information
Sources of Information
Respondents were asked where they would obtain information about their upcoming holiday. They were given a list of sources of information and asked to select those they were likely to use. % that will consult Internet Search Travel Agency (Online) Travel Agency (Shopfront) Opinions of Family & Friends Books & Travel Guides Magazines (travel) Newspapers (travel sections) Government travel advice Television Newspapers (general news) Advertising Magazines (general) Movies Other 82 57 47 46 40 32 32 30 30 23 20 11 5 5 Origin Country (High) UK (90) Sweden (62) France (62) China (61) China (46) USA (40) China (57) Australia (42) Germany (46) Germany (15) China (49) Germany (15) China (16) Origin Country (Low) Korea (74) Japan (52) Korea (18) Japan (26) Korea (32) Korea/ UK (22) Korea (16) Korea (5) Korea (10) Korea (5) Korea (10) Korea (5) Japan (1)

The table above shows that information about holiday destinations comes from a wide variety of sources. Across all markets, an average of 4.6 sources will be consulted per country. Origin countries varied considerably in their range of information sources to be consulted. The Korean market will consult, on average, 3 sources per person, while the Chinese market will consult an average of 6 sources. Four out of every five respondents (82 percent) will use an internet search to obtain information about a potential destination. A majority of respondents in all origin countries will use an online travel agency to obtain information about destinations. Note that since this was an online survey, these figures will be artificially inflated from the ‘true’ figure that would be apparent in the general population.

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Asia Travel Intentions Survey 2006

Method of Paying for Holidays
Finally, respondents were asked about how they would pay for several components of their trip.

Cash/ Cheque* Airfares/Transport Accommodation Tours/Activities Meals/Entertainment Souvenirs/Shopping Travel Insurance 35 35 72 82 80 36

Payment Card 85 84 52 47 51 75

Other 37 36 28 28 26 62

*Note- More than one option could be selected, so responses sum to greater than 100

It was apparent that a combination of cash or cheques and payment cards would be used for all components of the trip. Credit cards were more likely to be used for those components that were likely to be booked from the origin country – airfares, accommodation, travel insurance. Cash or cheques were more likely to be used for Tours/ Activities and Meals/ Entertainment. The country most likely to use payment cards in paying for their trip was the USA, followed by Australia, Canada and France. The countries most likely to use cash were China, Japan, the UK and Korea.

Asia Travel Intentions Survey 2006

Paying Online for Holidays
Respondents were also asked whether they would be prepared to pay for each component of the trip online

Would Pay Online Airfares/Transport Accommodation Tours/Activities Meals/Entertainment Souvenirs/Shopping Travel Insurance 89 84 56 30 17 75

Would Not Pay Online 11 16 44 70 83 25

Responses showed those aspects of the trip that were most likely to be booked from the home country were most likely to be booked online. Components such as Tours/Activities, Meals/Entertainment and Souvenirs/Shopping were most likely to be booked offline (probably after arriving in the holiday destination). Once again, note that this survey with online respondents is likely to inflate the values that would apparent in the general population.

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Visa International Service Association Robinson Road Post Office Box 597 Singapore 901147 www.visa-asia.com

Pacific Asia Travel Association Unit B1, 28th Floor, Siam Tower 989 Rama I Road, Pathumwan Bangkok 10330, Thailand www.PATA.org


				
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posted:12/1/2008
language:English
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Description: For all the tourism buffs out there, this document is perfect for understanding the background in Asian travel. The survey looks at the different intentions for travel of a number of tourists to different regions of Asia. It details which countries have markets most likely to travel to Asia and what markets are being most targeted to travel and why. In addition, if you are ever confused about the jargon used in the survey, the document has a glossary to define the terms.
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