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| Visitor Experience Monitor 2007/08
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Activities
Visitor Experience Monitor Summary
Visitors rate the activities that they experience while in New Zealand as making up 59 per cent of their overall holiday satisfaction. This indicates that activities present the greatest opportunity to improve on overall visitor satisfaction.
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From high-adrenalin rushes to back country trekking and unique cultural exchanges, New Zealand offers international visitors a wide range of activity experiences. While core products such as accommodation and transport are necessities of travel, activities are optional choices a visitor makes.
Thrill Seeking and Adventure Activities
Overall, thrill seeking and adventure activities are performing extremely strongly and are important contributors to holiday satisfaction. Satisfaction levels are consistent compared with previous periods. These activities have satisfaction levels averaging at least 8.9 out of a possible 10.
Natural Wonder Activities
Natural wonder activities include excursions such as glacier walks, geothermal parks and scenic cruises. Overall, natural wonder activities have high interest among international visitors. Visitor satisfaction has remained the same for the majority of activities compared with previous years, with satisfaction levels averaging at least 8.6 out of a possible 10.
Physically Active Activities
Satisfaction with physically active activities such as tramping and kayaking has remained largely the same when compared with previous years. Satisfaction levels for this category average at least 8.6 out of a possible 10.
Wildlife Activities
Overall, wildlife activities such as bird or whale watching have relatively strong interest among international visitors, with around 43 per cent saying they are interested in watching marine or other wildlife. Visitor satisfaction remained consistent compared with previous years. Satisfaction levels average at least 8.2 out of a possible 10.
Cultural and Educational Activities
Satisfaction with cultural and educational activities has remained largely the same for the majority of activities in this category compared with previous years. Satisfaction levels average at least 8.2 out of a possible 10. Māori cultural performances, museums and art galleries, farm/orchard visits and traditional marae visits all averaged at least 8.4 out of 10.
About Town Activities
About Town activities include eating out, shopping, theatre/concerts and city walks. Visitor satisfaction with this group of activities has decreased for half of the activities compared with previous years. Satisfaction levels average at least 7.9 out of a possible 10 with sporting events averaging the highest at 8.7
Environmental Concerns
International visitors have high expectations of the environmental practices of activity providers.
When comparing visitors’ views on environmental issues for accommodation, transport and activities, it is the activities category that seems to be impacted more by environmental issues at decision time.
It is most likely that this is because activities are an optional holiday component in comparison to transport and accommodation, and visitors have more freedom to choose environmentally friendly options.
Overall, 39 per cent of visitors to New Zealand indicated that environmental issues impacted on their activity choice, with 54 per cent suggesting they would be willing to pay more to offset any environmental impact.
In terms of environmentally friendly practices, visitors most commonly expected activities operators to have recycling facilities (78%), contribute to conservation efforts (66%) and enhance their natural environment (64%).
Qualmark®
The influence of Qualmark® in driving satisfaction with activities is evident. Visitors who participated in Qualmark® endorsed activities were significantly more likely to be satisfied with their experience.
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