International Profiling
France
Insight Department
1
Background & Methodology
• In 2011 VisitScotland carried out detailed research to gather
information on the consumers on our international database.
• In total, the research received 7,300 responses from 8
countries.
The project objectives were:
• To assess the VisitScotland international database and aid deeper
understanding of our contacts.
• To broaden our knowledge of each country, leading to more detailed
country profiles.
• To ensure a clearer indication of who our international visitors are and
how best we can encourage them to visit Scotland.
• The survey was sent to approximately 3,000 contacts in each country
• French sample – 613 (19% response)
Important points to note

Recipients of the survey were current contacts on the
VisitScotland database, i.e. people who have expressed an
interest in visiting Scotland

They opted in to participate in the survey

The survey was branded VisitScotland

All of the points above make these respondents much warmer
to Scotland than the general population of France. This
should be kept in mind when viewing the results.
Areas covered
•
•
•
•
Newspapers, magazines and websites used
Holiday destinations
Holidays in Scotland
Demographics
4
Newspapers regularly read
Q. Please type in the names of the newspapers you most regularly read (in print or online)
NB: The larger the word in the world cloud the more frequently it was mentioned.
Newspapers regularly read minus top 3
Q. Please type in the names of the newspapers you most regularly read (in print or online)
NB: Top 3 newspapers have been removed in this slide in order to show other newspapers read
Magazines regularly read
Q. Please type in the names of the magazines you most regularly read (in print or online)
NB: The larger the word in the world cloud the more frequently it was mentioned.
Magazines regularly read minus top 3
Q. Please type in the names of the magazines you most regularly read (in print or online)
NB: Top 3 magazines have been removed in this slide in order to show other magazines read
Websites used on a daily basis
Q. What websites do you use on a daily basis? Please list up to three
NB: The larger the word in the world cloud the more frequently it was mentioned.
Websites used on a daily basis minus top 3
Q. What websites do you use on a daily basis? Please list up to three
NB: Top 3 websites have been removed in this slide in order to show other sites used
Activities carried out online
Q. Which of the following do you personally do on the internet?
Read news online
Read an e-newsletter you have subscribed to
Use internet banking
Look at a video on a website
Look up a map / look at Google Earth / Google Street
Enter a competition
Do price comparisons before buying
Read a travel, restaurant or hotel review
Read an RSS feed you have subscribed to
Read a blog
Buy something online
Watch TV online
Download apps for mobile phone
Download music (e.g. ITunes)
Download a podcast
Write a blog
Write a travel, restaurant or hotel review
At least once a week
12% 6%
9% 7%
33%
33%
22%
31%
30%
13%
30%
44%
23% 3%
25%
22%
41%
12%
24%
43%
27%
5%
23%
28%
41%
8%
14% 14% 11%
60%
11%
20%
27%
42%
10%
38%
44%
8%
6% 10%
23%
61%
5% 8% 11%
76%
4% 13%
17%
66%
4% 9%
22%
66%
3%5% 9%
83%
2%7%
32%
59%
At least once a month
61%
57%
A few times a year
21%
27%
13%
26%
Never
Holiday destinations in next 3 years
Q. Where are you likely to take a holiday trip abroad in the next 3 years?
Europe (including France, UK, Italy, Sweden)
90%
North America (including United States, Mexico,
Canada, Barbados)
40%
Asia (including Thailand, Singapore, UAE, China)
26%
Africa (including Kenya, South Africa, Egypt,
Tanzania)
20%
South America (including Brazil, Peru,
Argentina, Chile)
13%
Australia (including Australia, New Zealand, Fiji,
Vanuatu)
Antarctica
11%
1%
Holiday type (most often taken abroad)
Q. What type of holidays do you most often take when you go abroad?
Touring around a country by car sightseeing and stopping when I want
72%
A short break to visit a particular city
43%
A holiday mixing countryside and city
39%
An organised tour by bus/coach where activities and places to stay are…
23%
Touring around the country by public transport
20%
Beach holiday
14%
Holidays to attend a festival or special event
12%
A holiday where the main focus is hiking / walking
12%
Cruise
11%
A holiday to watch wildlife and birds / safari
A holiday where I can research my roots/family history
Please only tick up to three choices
9%
4%
Holidays to take part in (or play) another type of sport
3%
A holiday where the main focus is golf
2%
Holidays to watch a sport
2%
Holiday motivations
Q. From the list below, please tick your top three reasons/motivations for going on holiday
To learn about other countries and their way of life
73%
To explore beautiful landscapes
51%
To meet and get to know the local people
35%
To discover new places
32%
To relax
28%
To try out new activities
20%
To escape for a little while from normal life/have a change of scene
18%
To see famous sights
16%
To enjoy local food and drink
13%
To spend time with my partner/family/friends
13%
To visit family and friends
12%
To take part in a hobby or sport
To visit places that are currently fashionable
3%
0%
Inspiring visits to new destinations
Q. What inspires you to try a new destination for the first time?
Please select up to three statements which
most closely apply to you
Because I've read an article about it in a newspaper,
magazine or website
47%
Because family/friends recommend it
47%
39%
If it's a really good deal
35%
Because I've seen it on TV or in a film
34%
If it's easy to get to e.g. on a direct flight
16%
Because I've seen some advertising for it
6%
Because I have been there on business before
Recommendation on a blog/social networking site
Because I know celebrities go there
None of these
2%
0%
13%
Articles in newspapers,
magazines and websites,
and recommendations from
friends and family are most
likely to inspire visits to new
destinations
Sources of information used when planning a holiday
Q. Which sources of information do you normally use when planning a holiday? Please tick a maximum of five
Travel guide books
75%
Information from country's Tourist Board
Top
3
66%
Travel brochures
63%
Online searching (e.g. Google)
46%
Travel Websites (e.g. Expedia)
37%
Personal recommendation from friends & family
28%
Articles in a newspaper or magazine
24%
Travel advisory sites (e.g. TripAdvisor)
20%
14%
Online travel forums
13%
A TV or radio programme
10%
Information from travel/accommodation companies (e.g.…
8%
E-newsletters or E-alerts
7%
Recommendation from a travel agent
7%
Social networking sites (e.g. Facebook)
1%
Please note this research was
carried out with VisitScotland
contacts so propensity to use
information from a country’s
tourist board may be higher
than the country average.
Number of times visiting Scotland
Q. In total, how many times have you ever visited Scotland for either a holiday or short break?
60% of respondents have never visited Scotland. Just over a fifth have visited
once.
60%
21%
11%
Never
Only once
2 or 3 times
4 or 5 times
6 to 8 times
9 or 10 times
More than 10 times
Not sure
4% 3%2%
Most recent holiday in Scotland
Q. Which of the following best describes your most recent holiday in Scotland?
27%
Tour around the country (for more than 1 week)
18%
Tour around the country (for a week or less)
Stayed in a city and combined visiting attractions with visiting
the surrounding countryside
18%
11%
Stayed with friends or family
7%
Stayed in a city and visited the city attractions
Based yourself in one countryside location (for more than 1
week)
7%
3%
An activity type break (e.g. hiking, sailing etc)
Based yourself in one countryside location (for a week or
less)
2%
Attended an event (e.g. football match, concert, festival etc)
2%
A golf break
NB: Asked of those who have visited Scotland
1%
Rating Scotland vs. other destinations
Q. Please rate Scotland on the following factors, compared to other countries you have visited
To explore beautiful landscapes
58%
40%
0%
2%
1%
3%
37%
59%
To escape for a little while from normal life / have a…
3% 8%
34%
54%
To meet and get to know the local people
3%5%
29%
63%
To relax
3% 10%
28%
59%
To learn about other countries and their way of life
2%
4%
26%
69%
To see famous sights
5% 7%
19%
70%
To spend time with my partner / family / friends
2% 17%
18%
62%
To enjoy local food and drink
15%
13%
16%
56%
To try out new activities 10%
8%
32%
50%
To visit friends and family 9%
13%
54%
24%
To take part in a hobby or sport 8%
8%
36%
48%
To visit places which are currently fashionable 4%
13%
47%
36%
To discover new places
Better than other countries
Same as other countries
Not as good as other countries
Don't know/not sure
Demographics
60%
0%
56%
15-24
50%
43%
20%
40%
0%
25-34
14%
40%
35-44
30%
45-54
20%
55-64
17%
22%
29%
65-74
18%
10%
0%
Male
Female
75-84
0%
85+
0%
Average age – 52
Employment status
Q. Which of the following best describes your employment status?
47%
Employed full-time
Retired
36%
6%
Employed part-time
Homemaker
5%
4%
Not employed
Student
0%
Average Household
Income €34,016
Children in household/travelling with children
How old are your
children?
Do you have children?
Yes, at home
30%
Under 2 years
old
Aged 2-5 years
old
Yes, have left
home
No
46%
3%
Do you travel with
your children?
Yes, in own
country
46%
8%
Aged 6-11
years old
16%
Aged 12-17
years old
20%
Yes, abroad
27%
No
Aged 18+
Q. Do you have children? / Q, How old are your children / Q. Do you travel with your children?
72%
40%
44%
Disclaimer
VisitScotland has published this report in good faith to
update stakeholders on its activity. VisitScotland has
taken all reasonable steps to confirm the information
contained in the publication is correct. However,
VisitScotland does nor warrant or assume any legal
liability for the accuracy of any information disclosed
and accepts no responsibility for any error or omissions.
Contact Us Details
www.visitscotland.org
[email protected]
Date: 2012
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