Visitor Experience Monitor 2010/11
Tourism New Zealand's annual Visitor Experience Monitor (VEM) is
a survey of 4,500 international tourists who came to New Zealand
for a holiday or to visit friends and family.
The VEM asks how satisfied international visitors are with
different aspects of their New Zealand holiday, and is used to
assess behavioral patterns pre, post and during travel within New
Zealand. For further information on the methodology of the VEM
please visit here.
Conducted annually, the research provides a benchmark for the New
Zealand tourism industry from which to improve the experiences it
offers visitors.
The research surveys visitors from nine key markets - Australia, the UK, US, Japan, South Korea, China, Germany, South East Asia and the Youth
market - about their holiday experiences and whether their trip to
New Zealand met their expectations.
The visitor experience is broken down into seven areas: accommodation; food and beverage; internal transport; activities; i-SITE visitor centres; environment; and safety.
Statistical modeling is used to identify which of these aspects
are most important to visitors in terms of determining their
overall satisfaction.
Each area within the VEM is then broken down into more detailed
sub-areas (such as price and quality of service) with statistical
modeling used to identify how satisfied visitors are with these
sub-areas and how important each sub-area is.
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Last Updated on: 6 January 2012
The Visitor Experience Monitor (VEM) is an annual survey of
4,500 international visitors that have visited New Zealand
primarily for holiday or to visit friends and relatives (VFR).
Read more
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Last Updated on: 6 January 2012
Visitors from overseas were highly satisfied with their holiday
experiences in New Zealand in 2010/11, rating their trip on
average, 8.9 out of 10. Only a minority (11 per...
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Last Updated on: 6 January 2012
Satisfaction with accommodation in New Zealand was reasonably
high in 2010/11, rated 8.4 out of 10. This is a 0.1 point decrease
in satisfaction from last year.
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Last Updated on: 6 January 2012
The activities international visitors do while they are in New
Zealand account for 30 per cent of the overall satisfaction they
have with their trip to New Zealand. For...
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Last Updated on: 6 January 2012
International visitors generally participated in less
arts-related activities in 2010/11 than last year, the main cause
of which seems to be related to visitors spending less time in New...
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Last Updated on: 6 January 2012
Visitors were highly satisfied with New Zealand's natural
environment during the period July 2010 to June 2011, rating New
Zealand's environment an overall average of 9.0 out of 10....
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Last Updated on: 6 January 2012
International visitors have rated food and beverage as their
least satisfied component of a trip to New Zealand again in 2010/11
with an overall score of 8.1 out of...
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Last Updated on: 6 January 2012
International visitors were generally very satisfied with i-SITE
visitor centres in 2010/11, giving them an average rating of 8.6
out of 10, down 0.1 on last year.
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Last Updated on: 6 January 2012
Overall, two out of every five international visitors
participated in either an activity focused solely on Māori culture
or an activity that had an element of Māori culture.
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Last Updated on: 6 January 2012
Qualmark is the New Zealand tourism industry's official quality
accreditation programme. Jointly owned by Tourism New Zealand and
the New Zealand Automobile Association, and backed by leading
industry organisations,...
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