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GUAM VISITORS BUREAU
Korean Visitor Tracker Exit Profile
FY2015 Market Segmentation
JANUARY 2015
Prepared by: QMark Research
Information contained herein is the property of the Guam Visitors Bureau.
The use of this information, in part or in whole, shall require written permission from the Guam Visitors Bureau.1
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Background & Methodology
• All surveys were partially interviewer administered, as well as self-
administered. Upon completion of the surveys, QMark’s professional
Korean speaking interviewers double-checked each questionnaire for
consistency and completeness, while the respondent is present.
• A total of 353 departing Korean visitors were randomly interviewed
at the Guam A.B. Wonpat International Airport’s departure and waiting
areas.
• The margin of error for a sample of 353 is +/- 5.23 percentage points
with a 95% confidence level. That is, if all Korean visitors who
traveled to Guam in the same time period were asked these questions,
we can be 95% certain that their responses would not differ by +/- 5.23
percentage points.
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OBJECTIVES
• The specific objectives of the analysis were:
– To determine the relative size and expenditure behavior of the
following market segments:
• Family/FITs
•
•
•
•
•
•
•
•
•
•
•
•
•
Golden Miss
Group Travelers
English Language Tour
Honeymooner
Wedding
Special Interest Trvl
Incentive Market
18-35
36-55
Traveling with children
FITs
Seniors
Sports competition/spectator
– To identify the most significant factors affecting overall visitor
satisfaction.
–To identify (for all Korean visitors) the most important determinants
of on-island spending
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Highlighted Segments
Parameters
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Family/ FITs – Q.6/ Q.7
Golden Miss - Female/ QF/ Q.25
Group Travelers – Q.7
English Language Tour – Q.18
Honeymooner – Q.5
Wedding – Q.5
Special Interest Trvl – Q.5/ Q.18
Incentive Market – Q.5/ Q.7
18-35 – Q.F
36-55 – Q.F
Traveling with children – Q.6
FITs – Q.7
Seniors – Q.F
Sports comp/spectator – Q.5/Q.19
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Highlighted Segments
Oct
14
Nov
14
Dec
14
Jan
15
Family/ FIT
8%
9%
14%
13%
Group
2%
2%
1%
0%
Eng
Language
1%
0%
0%
1%
Honeymoon
9%
17%
15%
15%
Wedding
1%
1%
1%
1%
Incentive
6%
7%
9%
1%
18-35
60%
55%
53%
54%
36-55
39%
43%
45%
46%
Child
44%
33%
45%
48%
FIT
20%
14%
17%
18%
Golden Miss
4%
5%
5%
3%
Senior
1%
1%
1%
1%
Sport
30%
42%
28%
29%
TOTAL
351
350
350
353
Feb
15
Mar
15
Apr
15
May
15
Jun
15
Jul
15
Aug
15
Sept
15
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SECTION 1
PROFILE OF RESPONDENTS
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MARITAL STATUS TRACKING
100%
75%
84%
78% 77% 83%
50%
25%
0%
22% 23% 17%
16%
Oct14
Nov- Dec14
14
Jan15
Feb15
Mar15
Married
Apr15
May15
Jun- Jul-15 Aug15
15
Sept15
Single
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MARITAL STATUSSEGMENTATION
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AVERAGE AGE - TRACKING
50.00
40.00
30.00
34.23 34.76 35.55 35.39
20.00
10.00
0.00
Oct- Nov- Dec- Jan14
14
14
15
Feb15
Mar15
Apr- May- Jun- Jul-15 Aug- Sept15
15
15
15
15
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AGE- SEGMENTATION
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INCOME - SEGMENTATION
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PRIOR TRIPS TO GUAM TRACKING
100%
87% 85%
86%
79%
75%
50%
25%
21%
14%
13% 15%
0%
Oct- Nov- Dec- Jan14
14
14
15
Feb- Mar15
15
1st Time
Apr- May- Jun- Jul-15 Aug- Sept15
15
15
15
15
Repeat
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PRIOR TRIPS TO GUAM SEGMENTATION
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AVG LENGTH OF STAY TRACKING
5.00
4.00
3.00
3.65 3.74 3.67 3.76
2.00
1.00
0.00
Oct14
Nov- Dec14
14
Jan15
Feb15
Mar15
Apr- May- Jun- Jul-15 Aug- Sept15
15
15
15
15
14
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AVG LENGTH OF STAY SEGMENTATION
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SECTION 2
TRAVEL PLANNING
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TRAVEL PLANNING SEGMENTATION
17
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TRAVEL MOTIVATION - SEGMENTATION
18
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INFORMATION SOURCES SEGMENTATION
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SECTION 3
EXPENDITURES
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PREPAID EXPENDITURES TRACKING
$1,500.00
$1,250.00
$1,000.00
$750.00
$674.10 $696.78
$820.63 $857.16
$500.00
$250.00
$0.00
Oct14
Nov14
Dec14
Jan15
Feb15
Mar15
Apr15
May15
YTD=$762.31
Jun- Jul-15 Aug15
15
Sept15
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PREPAID EXPENDITURES
PER PERSON SEGMENTATION
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ON-ISLAND EXPENDITURES TRACKING
$1,000.00
$900.00
$800.00
$700.00
$600.00
$500.00
$400.00
$300.00
$200.00
$100.00
$0.00
$555.16 $578.06
$470.63 $461.74
Oct- Nov- Dec- Jan14
14
14
15
Feb15
Mar15
Apr- May- Jun- Jul-15 Aug- Sept15
15
15
15
15
YTD = $516.31
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ON-ISLAND EXPENDITURES
PER PERSON SEGMENTATION
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ON-ISLAND EXPENSE- BREAKDOWN
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TOTAL EXPENDITURES –
TRACKING
$2,500.00
$2,000.00
$1,500.00
$1,229.26
$1,291.26 $1,318.90
$1,274.84
$1,000.00
$500.00
Oct14
Nov14
Dec14
Jan15
Feb15
Mar15
Apr15
May15
Jun- Jul-15 Aug15
15
Sept15
YTD=$1,278.62
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TOTAL EXPENDITURES PER
PERSON - SEGMENTATION
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SECTION 4
ADVANCED STATISTICS
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ANALYSIS TECHNIQUE
•
•
•
•
Dependent variables: total per person on island
expenditure and overall satisfaction (numeric)
Independent variables are satisfaction with
different aspects of trip to Guam (numeric).
Use of linear stepwise regression to derive
predictors (drivers) of on-island expenditure and
overall satisfaction, Since both the independent
and dependent variables are numeric.
This determines the significant (p=<.05)drivers
and the percentage of the dependent variables
accounted for by each significant predictor and
by all of them combined.
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Comparison of Drivers of Overall Satisfaction, Oct, Nov, Dec 2014, Jan 2015, and
Overall Oct-2014 - Jan 2015
Combin
ed Oct2014 Jan
Oct-14 Nov-14 Dec-14 Jan-15
2015
Drivers:
rank
rank
rank
rank
rank
Quality & Cleanliness of beaches &
parks
3
2
7
5
Ease of getting around
Safety walking around at night
5
Quality of daytime tours
Variety of daytime tours
Quality of nighttime tours
4
2
Variety of nighttime tours
Quality of shopping
Variety of shopping
2
4
6
Price of things on Guam
5
Quality of hotel accommodations
2
7
Quality/cleanliness of air, sky
4
3
3
Quality/cleanliness of parks
Quality of landscape in Tumon
1
Quality of landscape in Guam
1
1
3
6
1
Quality of ground handler
3
1
4
Quality/cleanliness of transportation
vehicles
6
2
% of Per Person On Island Expenditures
Accounted For
36.8%
24.8%
52.2%
49.9%
39.7%
NOTE: Only significant drivers are included.
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DRIVERS OF OVERALL
SATISFACTION
• Overall satisfaction with the Korean visitor’s experience on
Guam is driven by six significant factors in the January
2015 Period. By rank order they are:
– Quality of landscape in Tumon,
– Quality/cleanliness of transportation vehicles,
– Quality/cleanliness of air/sky,
– Quality of night time tours,
– Price of things on Guam, and
– Quality of landscape in Guam.
• With all six factors the overall r2 is .499 meaning that 49.9%
of overall satisfaction is accounted for by these factors.
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Comparison of Drivers of Per Person On-Island Expenditures, Oct, Nov, Dec 2014, Jan
2015 and Overall Oct 2014-Jan 2015
Combin
ed Oct
2014Jan
Oct-14 Nov-14 Dec-14 Jan-15
2015
Drivers:
rank
rank
rank
rank
rank
Quality & Cleanliness of beaches &
parks
Ease of getting around
Safety walking around at night
Quality of daytime tours
Variety of daytime tours
Quality of nighttime tours
1
2
Variety of nighttime tours
2
Quality of shopping
3
2
3
Variety of shopping
Price of things on Guam
2
1
1
Quality of hotel accommodations
Quality/cleanliness of air, sky
Quality/cleanliness of parks
Quality of landscape in Tumon
1
Quality of landscape in Guam
4
Quality of ground handler
Quality/cleanliness of transportation
vehicles
% of Per Person On Island Expenditures
Accounted For
6.6%
9.7%
2.4%
0.0%
3.5%
NOTE: Only significant drivers are included.
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Drivers of Per Person On Island
Expenditure
• Per Person On Island Expenditure of Korean visitors on
Guam is driven by no significant factors in the January 2015
Period.
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