International Profiling
Italy
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
• Italian sample – 1,265 (42% 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 Italy. 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
77%
16% 6%2%
Read an e-newsletter you have subscribed to
60%
27%
8% 5%
Look up a map / look at Google Earth / Google Street
47%
40%
12% 1%
Read a travel, restaurant or hotel review
41%
36%
21% 2%
Look at a video on a website
40%
31%
21%
8%
Use internet banking
40%
28%
12%
21%
Do price comparisons before buying
31%
40%
22%
7%
Enter a competition
24%
30%
40%
6%
Read a blog
20%
24%
28%
28%
Read an RSS feed you have subscribed to
15%
20%
16%
49%
Watch TV online
13%
18%
21%
48%
Download music (e.g. ITunes) 9% 17%
20%
55%
Buy something online 7%
31%
48%
14%
Download apps for mobile phone 7% 10% 17%
67%
Write a blog 5% 7% 14%
75%
Write a travel, restaurant or hotel review 5% 12%
35%
49%
Download a podcast 4% 11%
22%
63%
At least once a week
At least once a month
A few times a year
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)
44%
Asia (including Thailand, Singapore, UAE, China)
20%
Africa (including Kenya, South Africa, Egypt,
Tanzania)
South America (including Brazil, Peru,
Argentina, Chile)
Australia (including Australia, New Zealand, Fiji,
Vanuatu)
20%
14%
8%
Antarctica
1%
Not planning a trip in the next 3 years
2%
Holiday type (most often taken abroad)
Q. What type of holidays do you most often take when you go abroad?
Please only tick up to three choices
Touring around a country by car sightseeing and stopping when I want
61%
A short break to visit a particular city
54%
Beach holiday
32%
Touring around the country by public transport
32%
A holiday mixing countryside and city
27%
An organised tour by bus/coach where activities and places to stay are…
14%
A holiday where the main focus is hiking / walking
13%
Holidays to attend a festival or special event
13%
A holiday to watch wildlife and birds / safari
7%
Cruise
6%
A holiday where I can research my roots/family history
1%
Holidays to watch a sport
1%
Holidays to take part in (or play) another type of sport
1%
A holiday where the main focus is golf
1%
Holiday motivations
Q. From the list below, please tick your top three reasons/motivations for going on holiday
To discover new places
66%
To learn about other countries and their way of life
64%
To explore beautiful landscapes
34%
To relax
30%
To escape for a little while from normal life/have a change of scene
23%
To meet and get to know the local people
22%
To spend time with my partner/family/friends
17%
To see famous sights
15%
To enjoy local food and drink
14%
To visit family and friends
To take part in a hobby or sport
4%
2%
To try out new activities
0%
To visit places that are currently fashionable
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
75%
If it's easy to get to e.g. on a direct flight
36%
Because I've seen it on TV or in a film
35%
26%
Because family/friends recommend it
19%
If it's a really good deal
10%
Because I've seen some advertising for it
Recommendation on a blog/social networking site
4%
Because I have been there on business before
4%
Because I know celebrities go there
None of these
Articles in newspapers,
magazines and websites are
most likely to inspire visits to
new destinations
0%
9%
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
Information from country's Tourist Board
66%
Travel guide books
60%
Travel Websites (e.g. Expedia)
59%
Online searching (e.g. Google)
51%
Articles in a newspaper or magazine
38%
Travel advisory sites (e.g. TripAdvisor)
34%
Travel brochures
30%
Personal recommendation from friends & family
19%
Online travel forums
17%
Information from travel/accommodation companies (e.g. cheap…
14%
Recommendation from a travel agent
11%
Information from a tour operator e.g. package or price promotion
10%
A TV or radio programme
9%
E-newsletters or E-alerts
9%
Social networking sites (e.g. Facebook)
Top
3
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?
Over 60% of respondents have never visited Scotland. Just under a quarter
have visited once.
62%
24%
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
9%
3%
Most recent holiday in Scotland
Q. Which of the following best describes your most recent holiday in Scotland?
Tour around the country (for more than 1 week)
38%
21%
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 in a city and visited the city attractions
3%
Stayed with friends or family
3%
Attended an event (e.g. football match, concert, festival etc)
Based yourself in one countryside location (for a week or less)
Based yourself in one countryside location (for more than 1
week)
2%
2%
A golf break
1%
An activity type break (e.g. hiking, sailing etc)
1%
NB: Asked of those who have visited Scotland
Rating Scotland vs. other destinations
Q. Please rate Scotland on the following factors, compared to other countries you have visited
To explore beautiful landscapes
69%
27%
1%
4%
To relax
2%7%
43%
48%
To discover new places
1%
4%
40%
55%
To escape for a little while from normal life / have a…
3%7%
33%
56%
To meet and get to know the local people
4%7%
31%
59%
To learn about other countries and their way of life
2%7%
30%
62%
To enjoy local food and drink
11% 6%
25%
58%
To spend time with my partner / family / friends
5% 12%
23%
61%
To see famous sights
12% 8%
15%
66%
To take part in a hobby or sport 13%
11%
36%
40%
To try out new activities 12%
10%
26%
51%
To visit places which are currently fashionable 5%
16%
38%
41%
To visit friends and family 5%
20%
52%
24%
Better than other countries
Same as other countries
Not as good as other countries
Don't know/not sure
Demographics
70%
0%
10%
20%
30%
62%
60%
15-24
50%
25-34
40%
0%
23%
35-44
38%
24%
45-54
30%
28%
55-64
21%
20%
65-74
10%
0%
Male
Female
4%
75-84
0%
85+
0%
Average age – 46
Employment status
Q. Which of the following best describes your employment status?
65%
Employed full-time
Retired
12%
11%
Employed part-time
Not employed
Homemaker
Student
5%
5%
2%
Average Household
Income €35,760
Children in household/travelling with children
Do you have children?
Yes, at home
How old are your
children?
40%
Under 2 years
old
Aged 2-5 years
old
Yes, have left
home
No
17%
Do you travel with
your children?
5%
Yes, in own
country
58%
Yes, abroad
59%
10%
Aged 6-11
years old
21%
Aged 12-17
years old
25%
46%
No
Aged 18+
59%
Q. Do you have children? / Q, How old are your children / Q. Do you travel with your children?
27%
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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