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 East Asia enjoyed reasonable levels of
satisfaction with their holidays in New Zealand in 2010/11, rating
their holidays 8.5 out of 10 on average. This level of satisfaction
was stable with last year where South East Asian visitors also
rated their trip to New Zealand 8.5 out of 10.
South East Asian visitors were most satisfied with the New Zealand
environment (rated 8.9 out of 10), the activities they did in New
Zealand (rated 8.4 out of 10) and their safety while in New Zealand
(also rated 8.4 out of 10).
The area where South East Asian visitors were least satisfied was
food and beverage which was given an average rating of 7.5 out of
10. The low score food and beverage received was primarily led by
the price which was rated 6.6 out of 10 by South East Asian
visitors.
In terms of determining overall satisfaction, activities make up
35 per cent of overall satisfaction. 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 East Asian market download
the South East Asian VEM Market Summary below.