Visitor Satisfaction

Each year Tourism New Zealand commissions independent research to gain a sense of how satisfied our international visitors are with the experience New Zealand provides.

Making sure that international visitors have an enjoyable experience is the 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 us to other people or return for a second visit themselves.

Our satisfaction research looks at which aspects of their New Zealand holiday visitors enjoyed the most. We can use this information to improve the experiences and products we offer to visitors.

Overall Experience
Of our visitors from South Korea, 84 per cent were highly satisfied with their visit to New Zealand and 93 per cent are likely to recommend New Zealand as a holiday destination.

Visitors from South Korea enjoy New Zealand’s natural landscapes/scenery and clean environment. However, South Koreans are likely to be less satisfied with our urban environments, the availability of good food and driving experiences. These aspects, which can be difficult to influence, need to be considered in the broader context, with consideration for why Korean visitors choose to come to New Zealand.

The Environment
73 per cent of South Korean visitors said that the New Zealand environment exceeded their expectations; 87 per cent thought that the New Zealand environment appeared to be managed sustainably.

Planning and Information Sources
Of our South Korean visitors, 62 per cent make the decision to travel to New Zealand within three months of arriving. This is significantly shorter than the average of other markets, but in line with the decision making timeframe for other visitors from Asia.

Guide books and friends/family are the leading sources of information for South Korean visitors when planning and booking their New Zealand holiday. In addition, 30 per cent of visitors used a travel agent and 30 per cent used websites to plan their holiday.

Accommodation and Transport
Hotels and motels are the types of accommodation used most by visitors from Asia, with both categories achieving a satisfaction rating of 7.7 out of a possible 10.

Coach tours, domestic flights and rental cars/vans were the transport types used most by holiday visitors from Asia.

Activities
The following activities are those which visitors from South Korea describe as highly satisfying, and that are important to a visitor’s overall holiday: