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 from South Korea were reasonably satisfied with their New
Zealand holidays in 2011/12, rating their experience 8.4 out of 10.
Although an improvement on the past year, this was the lowest
rating from visitors from any major market.
Visitors from South Korea were most satisfied with the New Zealand
environment, (rated 9.0 out of 10) and the activities they did
while in New Zealand which was rated 8.5 out of 10. The area where
South Korean visitors were least satisfied was food and beverage
which was given an average rating of 7.3 out of 10. The low score
was primarily because of price (6.1 out of 10) as opposed to
quality of food and beverage which Korean visitors rated 7.7 out of
South Korean visitors were also not overly satisfied with
accommodation in New Zealand rating this component of a trip to New
Zealand 7.5 out of 10.
In terms of determining overall satisfaction, activities are the
most important components of a visit for all the Asian markets of
Japan, Korea and China, making up 34 per cent of overall
satisfaction. The next most important determinants of overall
satisfaction were the environment at 22 per cent of overall
satisfaction and accommodation which made up 18 per cent. This is a
significant change to last year where it was experiences of
i-SITES, and food and beverage that were the second and third more
important determinants of satisfaction.
For further information on the South Korean market download the VEM market