Each year Tourism New Zealand commissions independent research
to gain a sense of how satisfied our international visitors are
with the holiday experience New Zealand provides.
Making sure that international visitors have an enjoyable
experience is key to the future of the tourism industry. Visitors
that have the experience of a lifetime while on holiday in New
Zealand are more likely to recommend the destination to other
people or return for a second visit themselves.
Conducted annually, the Visitor
Experience Monitor (VEM) provides a benchmark for the New
Zealand tourism industry from which to improve the experiences it
offers visitors.
Summary
Visitors from South Korea were reasonably satisfied with their New
Zealand holidays in 2010/11, rating their experience 8.2 out of 10.
However, this was the lowest rating from visitors from any major
market. South Koreans satisfaction rating of 8.2 out of 10 was on
par with last year.
Visitors from South Korea were most satisfied with the New Zealand
environment (rated 8.9 out of 10) and the activities they did while
in New Zealand (rated 8.1 out of 10). The area where South Korean
visitors were least satisfied was food and beverage which was given
an average rating of 7.4 out of 10. The low score was primarily
because of price as opposed to quality of food and beverage which
Korean visitors rated quite highly.
South Korean visitors were also not overly satisfied with
transport in New Zealand rating this component of a trip to New
Zealand 7.5 out of 10.
In terms of determining overall satisfaction, activities make up
35 per cent of overall satisfaction for South Korean visitors. The
next most important determinants of overall satisfaction were
i-SITE experiences which made up 17 per cent of overall
satisfaction and food and beverage which made up 14 per cent.
For further information on the South Korean market download the
VEM Market Summary below.