Name
Civica Date
Status
Choose Suffolk
Dedham Vale
AONB and Stour
Valley Project
2009 Survey
Report
No.of pages
37
HORKESLEY PARK PLI
APPLICATION NUMBER: 120965
APPEAL REF: APP/A1530/A/13/2195924
1 – 18 OCTOBER 2013
Catalogue:
0304
Dedham Vale AONB Visitor Survey 2009 Choose Suffolk Dedham Vale AONB and Stour Valley Project 2009 Survey Report Prepared by Choose Suffolk October 2009 1 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk EXECUTIVE SUMMARY Commissioned by the Dedham Vale AONB and Stour Valley Project, this report provides analysis of a survey conducted during August and September 2009. Comprising face‐to‐face interviews with 611 leisure visitors at four locations (Dedham, Flatford, Nayland and Arger Fen) and carried out by Market Research Society accredited interviewers, the survey essentially utilised the methodology used for a similar exercise in 1999. The aim of the survey was to identify characteristics of leisure visitors to the AONB, gaining an understanding into the activities they undertake and why they choose to visit in the context of results generated from the 1999 survey. Results suggest that awareness of the AONB is high, having remained constant over the past ten years. During this time there has been an increase in awareness amongst the lower socio‐economic grades and the extent to which the AONB designation drives decisions to visit. Indeed, with visitors citing the scenery, the River Stour, the area’s tranquility and its suitability for walking as the main influences, it is clear that the area’s beauty is critical in its success as a leisure destination. Results suggest that local knowledge plays a part in assisting in the decision making process for visitors drawn from the local area, and whilst specific media channels (namely National Trust publications, newspaper articles and TV programmes) appear increasingly important for visitors travelling from distance, word of mouth is the most significant information channel across all visitors. In terms of visitor characteristics, they tend to visit as part of small, white‐British, family groups most likely to come from either the upper or middle socio‐economic grades (A and C2 in particular). The latter aspect is interesting, representing a shift towards visitors from higher social grades over the past decade. Findings imply that the economic benefit of each visitor appears limited in the context of national data. Whilst national sources suggest an average rural day visitor spend of £8.60, expenditure in the AONB is just £7.56 per person. With staying visitors tending to spend more, it is therefore pleasing to note the increase in the proportion of staying visitors since the 1999 survey. Driven partially by a general trend towards short breaks, results suggest that the recession has played a part, with respondents more inclined to holiday in the UK. In the context of expenditure data, these trends indicate potential for greater economic benefit if the recent inclination to take a ‘staycation’ is maintained. This increase in staying visitors also has implications for the management of the area. Whilst day visitor pressures appear most acute during the weekend, data shows that staying visitors are more inclined to visit during the week. This may of course reflect the period during which the survey was conducted, but is worthy of note nonetheless. Particularly when considered alongside the characteristics of the average day visitor. 2 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk Indeed, results suggest that day visitors are approximately twice as likely to visit at the weekend and have a high propensity to make the same number of trips in winter as in summer. This is driven by the ease with which they can access the area and its proximity to their home. However, it appears that the requirements of weekday and weekend visitors differ. Whilst weekday visitors are more likely to concern themselves with sightseeing and walking, weekend visitors are most interested in wildlife and sampling the area’s culinary offering. Whilst the latter was more likely to be cited as a specific activity amongst weekend visitors, it is evident that eating and drinking plays a part in the majority of visits. Almost 90% of respondents indicated that lunch would make up part of their visit and with two thirds suggesting this would be purchased within the AONB. Based on these results it is clear that the popularity and awareness of the AONB remains high. However, there have been certain changes in the visitor profile that impact upon its management, not least the swing towards staying visitors and visitors from high social‐grades. In the context of limited visitor expenditure, these trends combined with a desire to see improved catering and leisure facilities suggest that with careful management the area’s tourism industry has significant economic potential. 3 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk CONTENTS Executive summary............................................................................................................................... 2 Introduction..........................................................................................................................................5 Aims ......................................................................................................................................................5 Methodology ........................................................................................................................................5 Limitations ............................................................................................................................................6 Results ..................................................................................................................................................7 Group Composition ...............................................................................................................................7 Origin ....................................................................................................................................................9 Distance travelled..................................................................................................................................9 Length of stay......................................................................................................................................12 Types of accommodation used ............................................................................................................12 Repeat visitor rate ...............................................................................................................................13 Recency of the last visit .......................................................................................................................13 Winter Visiting.....................................................................................................................................13 How did you hear about the AONB?....................................................................................................13 Recency of obtaining the information .................................................................................................15 Awareness of the AONB ......................................................................................................................15 Awareness of the AONB as an influencer.............................................................................................16 Favourite spot .....................................................................................................................................16 Aspects that attracted respondents to visit .........................................................................................17 Aspects of the landscape most valued.................................................................................................19 Protection of the landscape.................................................................................................................20 Climate change....................................................................................................................................20 Length of time spent at the interview site ...........................................................................................21 Activities..............................................................................................................................................21 Longer walks/cycle rides......................................................................................................................22 Interested in bike hire .........................................................................................................................23 How did you arrive at this site? ...........................................................................................................24 Other places visited .............................................................................................................................25 Mode of transport to other sites .........................................................................................................26 Did anything spoil your visit?...............................................................................................................26 Improvements required....................................................................................................................... 27 Propensity to visit again ......................................................................................................................27 Expenditure .........................................................................................................................................28 Lunch...................................................................................................................................................28 Recession ............................................................................................................................................28 Membership of organisations..............................................................................................................29 Conclusion ..........................................................................................................................................30 Appendices .........................................................................................................................................33 4 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk INTRODUCTION Commissioned by the Dedham Vale AONB and Stour Valley Project, this report provides analysis of a survey amongst leisure visitors to four locations within the Dedham Vale AONB (Flatford, Dedham, Arger Fen and Nayland). Based on interviews with 611 people conducted during late August and early September 2009, the results provide an indication of the characteristics of and activities undertaken by those visiting the area for leisure purposes. The aim was to assess current perceptions and leisure habits in the context of the results of a similar survey undertaken in 1999. AIMS There were six key aims of the research, comprising: • To identify the characteristics of the typical leisure visitor to the Dedham Vale AONB • To assess awareness of the AONB and the extent to which it influences decisions to visit • To assess perceptions with regard to the landscape and its protection • To understand how visitors arrive in the area and where they go once there • To quantify per visitor expenditure levels within the area • To identify key channels for future visitor management communications METHODOLOGY The methodology was conceptualised in conjunction with the client around two specific requirements: 1. To facilitate certain comparisons between current visitors to the area and visitors in 1999 2. To capture new information about visitors, their leisure habits within the AONB and the ways in which they respond to visitor information As such, a number of features of the 1999 methodology were retained for use during this project. Specifically the survey took the form of face‐to‐face interviews conducted on a ‘next‐person‐to‐pass’ basis. The survey period was from 22 August to 10 September 2009, largely mirroring the period during which the ’99 survey was carried out. However, there were some key differences with regard to sampling period and location. Whilst the 1999 survey used a daily sampling period from 12pm to 5pm, interviewers were on‐site from 9:30am until 4:30pm. This was to ensure that any differences in visitor behavior between the morning and afternoon could be identified. In addition, the winter element of the ’99 survey wasn’t retained during the 2009 survey (largely due to budget restrictions). In addition, whilst the 1999 survey was conducted at two locations (Flatford and Dedham), two additional locations were introduced for this survey, namely Nayland and Arger Fen. The aim was to provide a ‘dip‐stick’ sample for these two additional sites that are known to attract visitors. 5 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk Interviews were carried out by Market Research Society (MRS) accredited interviewers working to the MRS Code of Conduct. Certain lessons were learnt with regard to the 1999 questionnaire and whilst every effort was made to ensure comparability, in some instances the format of specific questions was adapted to provide more useful data. A total of 611 interviews were carried out, 57% (346) of which were conducted on weekdays and 43% (265) of which were carried out at the weekend or on the August Bank Holiday. Whereas the 1999 questionnaire relied on respondents self‐classifying in order to make a distinction between local residents and visitors who lived close by (in order to filter out the former), the 2009 questionnaire filtered out any respondent not undertaking a leisure trip. This ensured that a comprehensive overview of leisure visitors could be constructed, highlighting differences between locals and those from further afield. LIMITATIONS The limitations cited in the 1999 survey report are still relevant, in particular the restricted scope of interviewing in just four locations. Clearly this facilitates only a snap‐shot of visitor activity in the area and by interviewing at two of the honey‐pot sites within the AONB, the sample is perhaps biased towards a certain type of visitor. Whilst it would no doubt have been useful to extend the number of sites over which the survey was conducted (particularly in order to gain an insight into visitor behaviour across the entire AONB), the impracticality and cost of such an exercise meant it was unfeasible. This is largely down to a lack of specific sites where visitors can be intercepted for interview and the belief that visiting patterns elsewhere in the AONB are very dispersed. Likewise, it is also recognised that by its very nature the AONB is an area through which there are numerous points of entry/exit. As stated in the 1999 report: “…visitors can enter or leave the area as they wish and can stop almost anywhere within the AONB. Thus as it is not practical to cover all possible locations, access points and times of day when visitors are in the Vale, sampling techniques cannot strictly be random.” 6 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk RESULTS GROUP COMPOSITION Results show that 77% of respondents were visiting with family, 19% with friends, 4% were on their own and 0.2% were visiting as part of a coach party. The average group size was 2.68 people, with 47% of visitors being male and 53% female. Whilst the previous survey only analysed the sex of the respondent rather than the group, it is interesting to note that these figures are exactly opposite to the 1999 results. The 1999 survey sought to assess the age composition of respondents rather than visitors. Whilst this is useful in understanding the results of the survey, it doesn’t provide an indication of overall visitor profile. As such, the questionnaire was worded to capture both the age of the respondent and crucially, the age composition of each visitor group. Figure 1 illustrates that the area is primarily attractive to family groups and those aged over 55 (the age composition of respondents can be found in the Appendices). Fig 1: Group Composition - Age
Average Number Per Group
0.60
0.51
0.50
0.47
0.42
0.45
0.38
0.40
0.32
0.30
0.20
0.14
0.10
65+
55 to 64
45 to 54
35 to 44
25 to 34
16 to 24
U16
0.00
Age
In terms of ethnic origin, 96% of visitors classified themselves as ‘White British’, with 3% suggesting they were ‘White Other’. The remaining 1% were ‘Mixed Race’. The area may be of limited appeal to black or minority ethnic (BME) groups, but low visitor rates could also be a result of cultural differences (in terms of leisure habits) and a lack of targeted information. Respondents were assigned a socio‐economic category based on the occupation of the head of household. Figure 2 illustrates that around one third of visitors are drawn from the C2 classification, with 26% drawn from the A classification. 7 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk Fig 2: Socio-Economic Classification
33%
Percentage of Visitors Group
35%
30%
26%
25%
20%
17%
16%
15%
10%
4%
4%
5%
E
D
C2
C1
B
A
0%
Socio-Economic Classification
Penetration analysis compares the composition of visitors to the AONB against the national population. Penetration analysis of the survey results suggests that people from the C2 classification are over twice as likely to occur within the AONB’s visitor population as they are within the national population, achieving an index score of 2.19, whilst AB grades are just under twice as likely. The same analysis indicates that the area doesn’t appeal to those drawn from the D and E social grades. AB C1 C2 D E % of Visitors 42.6 15.9 33 4.2 4.4 % of National Population 22.2 29.7 15.1 17.0 16.0 Index 1.92 0.53 2.19 0.25 0.27 A comparison between these results and the 1999 findings suggests a shift towards higher socio‐
economic grades, with an increase in AB grade visitors from approximately 20% to 43%. The following table shows the composition of visitors to each site by social‐grade. Results suggest that Nayland and Arger Fen are more attractive to higher social grades, but it should be remembered that sample sizes at these locations were low. A B C1 C2 D E Flatford 20.1% 13.9% 15.8% 40.7% 1.9% 7.7% Dedham 25.0% 19.1% 15.9% 30.5% 7.7% 1.8% 8 Nayland 47.5% 10.0% 2.5% 32.5% ‐ 7.5% Arger Fen 35.8% 22.6% 26.4% 13.2% 1.9% ‐ Dedham Vale AONB Visitor Survey 2009 Choose Suffolk ORIGIN Results from the 1999 survey indicate that 78% of visitors were on a day trip, with the remaining 22% staying away from home. This survey suggests that the percentage staying away from home has increased to almost 34%, with day visitors representing 66%. It is possible to surmise that this may in part be down an increased tendency over the past ten years amongst UK residents to take short‐breaks, aided by the efforts of tourism marketing organisations which have sought to encourage high‐value, low‐impact tourism and accommodation providers offering quality short‐breaks. However, it is equally possible that other factors may come into play. Firstly the change may relate to the differences between the two surveys in terms of sampling period, with the 1999 survey including some winter interviews. Secondly, research elsewhere in Suffolk suggests that the current economic recession has had a significant impact on the propensity of UK residents to take domestic rather than overseas holidays and breaks. The most likely explanation is a combination of all of these factors. In addition, it is worth considering that results from weekend/bank holiday interviews echo the overall findings from ’99, with 77% of visitors indicating that they were on a day trip. The results suggest that the propensity to visit as part of a staying trip increases with age, with the 55 to 64 age group most likely to be staying visitors (39.6%). Whilst caution should be urged with regard to site specific data (particularly in relation to Arger Fen and Nayland), results suggest that visitors to Flatford are the most likely to be visiting as part of a staying trip. Only around 10% of visitors to both Nayland and Arger Fen are on staying trips. As may be expected, visitors indicating that they had visited previously are significantly more likely to be on a day trip than first time visitors (82% compared to 34.2%). DISTANCE TRAVELLED The latter results are particularly interesting in the context of data with regard to distances travelled to the site at which the respondent was interviewed. This indicates that repeat visitors are more likely to have travelled less than 15 miles, suggesting that the area is an attractive day trip destination for those living within a relatively short distance. However, the same data indicates that almost 60% of repeat visitors travelled from over 15 miles away, implying that the AONB’s ‘range’ (i.e. the distance people are prepared to travel to visit) is significant. Figure 3 shows aggregated distance data for all visitors. It is evident that over two thirds of visitors travel from over 15 miles away to visit the area. Although the ranges used in this survey differ from those in the 1999 survey, they suggest that respondents are now willing to travel further in order to 9 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk visit. Whilst 76% of visitors in 1999 travelled further than 10 miles, this figure had increased to 92% at the time of the 2009 survey. Figure 4 (following page) represents drive time analysis of the visitors to the area, carried out using their postcodes. 10 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk Fig 4: Drive Time Analysis 11 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk LENGTH OF STAY During the 1999 survey staying respondents were asked how many nights they were staying based on a number of ranges (1 night, 1 to 3 nights, 3 to 5 nights etc). The results indicate that the majority of respondents were staying for more than three nights. For the 2009 survey it was deemed to be more useful to ask the actual number of nights, facilitating the provision of an average length of stay figure and enabling the calculation of average spend per night. The results suggest that the average length of stay was 5.8 days. TYPES OF ACCOMMODATION USED Figure 5 illustrates the types of accommodation used. Just under one third of staying visitors indicated that they were staying with friends or relatives (although the figure was higher at 38% for weekend visitors). It is interesting to note that this corresponds exactly with the results from the 1999 survey. Furthermore, in the 1999 survey B&Bs and self‐catering accommodation were included in a single category, comprising 23% of staying guests. Whilst the current survey separates them, the results suggest that 21% used these forms of accommodation, again echoing the ’99 findings. It is also worth noting the use of a wider range of accommodation types and the extent to which this has had an impact on certain types. Hotels previously provided accommodation for 23% of visitors and now account for just 9%. However, one area which appears to have experienced significant growth is the camping/caravan sector. In 1999 it played host to 18% of staying visitors, but now provides accommodation for 29%. Whilst five people indicated that they were using an alternative type of accommodation, only one specified what this was; a home exchange. 12 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk REPEAT VISITOR RATE In 1999 just over three quarters of visitors indicated that they had visited previously. The 2009 survey suggests that the repeat visit rate has fallen, with 67% of respondents saying they had visited previously. Just over one third (36%) of staying visitors were on a repeat visit, whilst 83% of day visitors had been to the area previously, with weekend visitors significantly more likely than weekday visitors to have visited before. This again highlights the area’s attractiveness as a day trip destination. Those falling into the 25 to 34 age group are most likely to have visited in the past. When looking at site specific results, Nayland and Arger Fen attract significantly higher levels of repeat visitors than Flatford or Dedham. In the context of the data relating to staying/day trips, this suggests that the former two locations mainly attract locals. RECENCY OF THE LAST VISIT Results suggest that 35% of repeat visitors suggested that they hadn’t been to the area within the previous year. It is worth noting that this doesn’t simply relate to the influence of staying visitors, with 30% of day visitors saying they hadn’t visited in the past year. However, that isn’t to say that the type of trip has limited bearing on trip frequency. Indeed, 35% of day visitors said that they had visited the area within the past month, again pointing towards the area’s popularity as a day trip location amongst locals. In addition, 46% of weekend visitors had visited the AONB in the past month compared to just 15% of weekday visitors. WINTER VISITING Those respondents who said they had previously visited the area were asked whether they visited the same number of times in winter as they do in summer. The results make interesting reading, with 43% indicating that they do. This is perhaps somewhat surprising and no doubt has implications for the management of the area. What makes this data particularly interesting is that staying visitors were more likely to indicate the same number of winter visits than day visitors (52% compared with 42%). It would be worth testing these results amongst accommodation providers to assess their validity and see if experience ‘on the ground’ bears out the responses given by these particular respondents. It should also be pointed out that the propensity to visit in the winter is highest amongst weekend visitors. HOW DID YOU HEAR ABOUT THE AONB? Figure 6 illustrates the sources of information used to find out about the area. Whilst 30% indicated that they had always known about the area or had local knowledge, the most significant source of information is word of mouth. Indeed, 36% of respondents indicated that they found out about the area through a personal recommendation. 13 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk In terms of actual marketing collateral, the most utilised information source was National Trust publications, cited by 9%. As you would expect, the vast majority of respondents (46 out of 53) citing National Trust publications were interviewed at Flatford. TV programmes, maps and guide books were each mentioned by 4% of respondents. The number of respondents citing the internet, specific leaflets or a tourist information centre was relatively low. As you might expect, staying visitors were more likely to rely on these information sources than day visitors. It is interesting to note the influence of Constable, with 2% of respondents (12) indicating that his paintings were effectively the channel through which they became aware of the area. In terms of social grades, those visitors drawn from the higher grades were more likely to have heard about the area through word of mouth, whilst lower grade visitors were more likely to have found out about it through maps. Of the 37 respondents indicating they had used other sources, nine suggested they had found it by chance or happened upon it having seen a road sign. Four suggested they became aware of the area through their studies, whilst other respondents said they found out about it through a variety of channels including a fishing club, art lessons, a history book and even place mats. Those respondents indicating that they had found out about the AONB via the internet were asked to specify the website. The websites mentioned comprise: 14 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk Bures Online Google (2 respondents) Late Rooms Real Essex/Rough Guide to Britain Suffolk website Respondents with leaflets cited the following locations as the source of their information: A pub near Ipswich Campsite Caravan/Campsite in Clacton From a friend Public House Woodbridge/Sutton Hoo RECENCY OF OBTAINING THE INFORMATION Almost 90% of people obtained their information more than a week previous to the date on which they were interviewed. However, the data suggests that staying visitors are more likely than day visitors to obtain information closer to the day of their visit, with 24% indicating that they acquired information within the week previous to their visit compared to just 6% of day visitors. Just under half (46%) of 16 to 24 year olds indicated they picked up information within the previous week, possibly suggesting they are the most likely to make a spontaneous (or near spontaneous) decision to visit. AWARENESS OF THE AONB Awareness of the AONB was relatively high, with just under two thirds (63%) of respondents indicating that they were aware that the area was a designated AONB before making their visit. In the context of the 1999 results this is noteworthy, being one percent lower. Taking into account confidence intervals, this suggests that awareness has remained constant throughout the past ten years. Day visitors demonstrated greater awareness than staying visitors (69% compared to 53%), again likely to relate to the prevalence of locals amongst the day visitor sample. Levels of awareness were relatively constant from one age group to the next, although the 45 to 54 and 65+ groups demonstrated slightly higher awareness than other age groups. As may be expected, levels of awareness were significantly higher amongst previous visitors, with 73% indicating awareness compared with 44% of first time visitors. Whilst awareness was highest amongst the highest social grades in 1999, this no longer appears to be the case. Indeed, although awareness was high amongst the AB grades, the highest levels of awareness were evident in the C2 and E grades (definitions of the socio‐economic grades can be found in the Appendices). 15 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk In terms of location, awareness was highest amongst visitors to Nayland. This is no doubt a reflection on the number of locals amongst the sample. AWARENESS OF THE AONB AS AN INFLUENCER Although asked in a slightly different way, it is possible to assess differences between responses to the 1999 and 2009 surveys with regard to the extent to which awareness of the AONB influenced the decision to visit. In 1999 40% of all respondents indicated that they had been influenced to visit by awareness of the AONB. 2009 results suggest that 75% of those visitors that had indicated they were aware of the AONB, suggested it had been a factor in their decision to visit. This translates as 45% of the total sample, suggesting a slight increase over the course of the past decade. Whilst there are few trends evident with regard to age groups, it is notable that the 16 to 24 group was most likely to suggest that awareness of the AONB influenced their decision to visit. First time visitors were also more likely to suggest that awareness had played a part in their decision to visit. FAVOURITE SPOT Respondents were asked to name their favourite spot within the AONB, with just over half giving an answer. As you would expect, the majority of respondents indicated that the location at which they were interviewed was they preferred location, with Flatford proving to be the most popular, cited by just under one third. Almost a quarter of respondents gave a non‐specific location as their response, suggesting that the river was their favourite area. Fig 7: Favourite Spot
14%
Flatford
32%
5%
River
Dedham
6%
Nayland
Arger Fen
19%
24%
Other
16 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk The following table illustrates other responses. Despite being shown a map, eight respondents suggested that Lavenham was their favourite spot, with one indicating it was the Suffolk Coast. Lavenham 8 Boating 5 Bures 4 Church 4 Duck/Mill Pond 3 Stoke By Nayland 3 East Bergholt 2 Stratford St Mary 2 Sudbury 2 Between Nayland and Boxted 1 Cafe by the river 1 Campsite 1 Constable Views 1 Willy Lotts cottage 1 Langham Church 1 Talbooth Restaurant 1 The Boathouse Restaurant 1 Winneys Lodge 1 ASPECTS THAT ATTRACTED RESPONDENTS TO VISIT Figures 8 and 9 highlight the primary and secondary influences that encouraged respondents to make their decision to visit. It is interesting to note that the two graphs largely mirror each other, giving a robust indication as to what drives people to visit the area. When considered together, it is evident that the scenery exerts the strongest influence by some distance, with the tranquillity, River Stour and ‘good walking’ also being of significance. It is worth noting that the ease of access is a relatively strong decision driver, suggesting that access is generally considered to be good. The key difference is the extent to which John Constable’s legacy acts as a primary influence but has limited impact as a secondary influencer. This suggests that its appeal is relatively specific, attracting a certain element of the visitor population but having little influence over others. It is worth noting that over 44% of staying visitors cited John Constable as the main influence behind their decision to visit, with slightly more (49%) of first time visitors suggesting the same. It is worth noting that weekday visitors are significantly more likely to cite Constable as their main influence than weekend visitors (43% compared with 8%). This suggests that Constable’s pulling power is restricted to those on weekday staying trips. 17 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk Whilst the merits or otherwise of using the Constable brand for marketing tourism in the area have long been debated, these results suggest that there is little doubt that it has resonance amongst consumers. Age doesn’t appear to play a significant part, with the 16 to 24, 45 to 54 and 55 to 64 groups all indicating that Constable’s legacy influenced their decision, and the 25 to 34, 35 to 44 and 65+ groups suggesting it was the scenery. As you may expect, location plays a part, with respondents in Flatford being significantly more likely to cite John Constable as the main influence. Dedham, Nayland and Arger Fen respondents all suggested that the scenery played the largest part in driving their decision to visit, although at Arger Fen ‘good walking’ was equally influential. 18 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk Those respondents citing other influences were asked to specify these. These further point towards the influence of the River Stour, but also suggest the area is seen as a family destination. They included: Influencer Boats Family Park/Playground/Activities for Children National Trust Dog Walk Ducks Flatford Mill Leaflet Suffolk Punches Tea Rooms Painting Respondents 9 4 4 2 1 1 1 1 1 1 1 Respondents to the 1999 survey were also asked to cite the main influence on their decision to visit. Responses were significantly less varied, with 76% suggesting that they chose to visit because of the scenery (compared to 20% in 2009). It is possible that this echoes a change in the visitor profile, with the increase in visitors drawn from the highest socio‐economic grades reflecting a more considered approach to choosing a leisure destination. More likely it relates to differences in the way in which the question was asked and it isn’t clear from the information available whether this was an open or closed question during the ’99 survey. ASPECTS OF THE LANDSCAPE MOST VALUED Respondents were asked to choose from a list the aspects of the landscape that they valued most (multiple selections were permitted). The River Stour was the second most valued aspect during the 1999 survey and 2009 results indicate its popularity has improved, with 78% of respondents suggesting it was an element they appreciated. ‘Footpaths’ have also seen an increase in popularity, whilst ‘traditional villages’ and ‘riverside meadows’ remain popular. It is worth noting that the River Stour was the most valued aspect amongst all age groups, with ‘footpaths’ cited as the second most appreciated element across the board. Differences only start to occur when the third most valued aspect is considered. Whilst those in the 65+ group picked out ‘historic buildings’, 45 to 64 year olds mentioned ‘open views’. ‘Traditional villages’ were selected by the 16 to 24 and 34 to 45 groups, with ‘riverside meadows’ highlighted by the 25 to 34 group. Interestingly there were very few differences between staying and day visitors. 19 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk PROTECTION OF THE LANDSCAPE It is clear that there are a range of aspects of the landscape that visitors value and as such, the survey sought to establish just how much these elements are valued. Respondents were asked to indicate on a scale of one to five (with one being ‘very unimportant’ and five being ‘very important’) how important they felt it was to protect the landscape. An average score greater than 3 indicates importance and with respondents giving an average of 4.68, it is clear than protecting the landscape is seen to be of high importance. Just 3.1% suggested it was ‘unimportant’ or ‘very unimportant’. Day and previous visitors assigned a greater level of importance to landscape protection than staying or first time visitors, suggesting a greater appreciation amongst those living relatively locally. Interestingly, older respondents were more likely to indicate a desire to protect the landscape, with the 65+ assigning the greatest level of importance and the 16 to 24 group the lowest. However, it is worth considering that very few significant variations were discovered through cross tabulations of the data (age, sex, socio‐economic code, day of visit, membership of organisation etc) with regard to either protection of the landscape or concern about climate change, suggesting that views are shared across the majority of the population. Results from the 1999 survey indicate that visitors are now less concerned about protecting the landscape, with 73% suggesting protection was ‘very important’ compared to 97% ten years ago. CLIMATE CHANGE Respondents were less concerned about the impact of climate change than they are with protecting the landscape, albeit concerned nonetheless. A similar scale of one to five was used in this question (with one being ‘very unconcerned’ and five being ‘very concerned’) with a resulting average score of 3.9, indicating a relatively high degree of concern. Recent research conducted with consumers across Suffolk suggests that in the current economic climate people are less concerned with global impacts and more concerned with impacts that affect them on a local or daily basis. This is reflected in these results, with respondents more concerned with the relatively tangible results of protecting the landscape, than they are with combating climate change. Perhaps surprisingly, the greatest level of concern was demonstrated by the 65+ age group, with the lowest level of concern expressed by the 25 to 34 group. There were also noteworthy differences in terms of location, with 100% of respondents at Arger Fen suggesting they were either ‘very concerned’ or ‘concerned’ compared with just 89% in Dedham. 20 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk LENGTH OF TIME SPENT AT THE INTERVIEW SITE Respondents indicated that they were likely to spend between one and four hours at the site at which they were interviewed. Weekend visitors were more likely to spend less than an hour at the site than weekday visitors. Staying visitors were marginally more likely to spend longer at a site than day visitors, with 35 to 44 year olds more likely to make a passing visit than any other age group. Those aged over 55 are most likely to stay for more than four hours. In terms of locations, visitors to Arger Fen and Nayland spend less time there than visitors to Dedham and Flatford, reflecting the limited range of attractions/facilities to be found there. ACTIVITIES Figure 11 illustrates the activities undertaken by respondents whilst in the AONB. Undertaking short walks is the most common activity, cited by almost two thirds of respondents. Just under half (48%) said they were sightseeing, whilst 43% said they would be eating or drinking during their visit. The figure for short walks is very similar to that identified during the 1999 survey, but the percentages sightseeing or eating and drinking have fallen. Results suggest that boating is now significantly more popular. Whilst short walks were the most popular form of activities amongst all age groups, 16 to 34 year olds cited eating and drinking as their second most popular activity, whilst those 35 of years and older indicated that sightseeing was their second most undertaken activity. 21 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk Weekend visitors indicated that they were much more likely than their weekday counterparts to indulge in eating and drinking, and much less likely to be sightseeing. Those respondents indicating that they had undertaken other activities were asked to specify what these comprised: Activity Picnic Canoeing/Boating Activities for Children Craft Centre Painting Blackberry Picking Socialising Swimming Visiting Family Respondents 4 3 3 1 1 1 1 1 1 LONGER WALKS/CYCLE RIDES Around 14% (17 respondents) of those respondents indicating they were on a walk or cycle ride indicated it was part of a longer trip, with the average length being 1.8 days. 22 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk INTERESTED IN BIKE HIRE All respondents were asked whether they would consider hiring a bike if the facility were available. Almost one third (32%) indicated that they would, suggesting sufficient demand to make such a service commercially viable. This holds greatest appeal amongst day visitors and those in the 16 to 24 age group, with interest progressively waning with age. Fig 11a: Activities Undertaken - Flatford
1%
1%
Short w alk (less than 2 miles/1 hr)
Sightseeing
3%
0%
4%
Eating/drinking
Boating
Longer w alk
17%
14%
69%
Feeding the ducks
Bird w atching/w ildlife
Dog w alking
11%
11%
Sightseeing by car
Guided w alk
Shopping
22%
25%
63%
Other
Cycling
Painting
Fishing
29%
30%
Fig 11b: Activities Undertaken - Dedham
5%
5%
Short w alk (less than 2 miles/1 hr)
Sightseeing
1%
2%
Eating/drinking
Boating
Longer w alk
2% 12%
66%
14%
Feeding the ducks
Bird w atching/w ildlife
Dog w alking
14%
14%
Sightseeing by car
Guided w alk
Shopping
18%
46%
15%
20%
Fishing
55%
23 Other
Cycling
Painting
Dedham Vale AONB Visitor Survey 2009 Choose Suffolk Fig 11c: Activities Undertaken - Nayland
Short w alk (less than 2 miles/1 hr)
Sightseeing
16%
0%
5%
Eating/drinking
Boating
Longer w alk
11%
0%
57%
5%
Feeding the ducks
Bird w atching/w ildlife
Dog w alking
16%
16%
21%
Sightseeing by car
Guided w alk
Shopping
Other
Cycling
Painting
11%
2%
11%
2%
Fishing
73%
Fig 11d: Activities Undertaken - Arger Fen
10%
0%
0%
2%
Short w alk (less than 2 miles/1 hr)
Sightseeing
0%
Eating/drinking
Boating
Longer w alk
0%
0%
43%
21%
Feeding the ducks
Bird w atching/w ildlife
Dog w alking
23%
15%
Sightseeing by car
Guided w alk
Shopping
Other
Cycling
Painting
13%
18%
Fishing
21%
16%
HOW DID YOU ARRIVE AT THIS SITE? It is no surprise to see that the vast majority of respondents arrived in the area by car (92.6% or 563 respondents). The 16 to 24 and 65+ groups were most likely to have travelled by car, whilst the 35 to 44 group were most likely to have sought an alternative means of transport (with foot being the most common). In the context of the 1999 results this data is disappointing. It suggests an increasing reliance on the car, with an increase of over 10% points in the course of a decade. During this time the propensity to arrive by bike has seen the greatest decline, which makes the results with regard to bike hire particularly interesting. 24 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk This change may represent a general social trend, but the impact is all the more alarming when it is considered that visitors to the two additional interview sites (Arger Fen and Nayland) show a greater propensity to use alternatives to the car than those going to either Flatford or Dedham. This implies that a direct comparison between 1999 and 2009 in terms of Flatford and Dedham results would show an even greater increase in reliance on the car. Transport
Car
On foot
Bike
Coach tour
Public transport
Other
1999
82.4%
3.6%
8.0%
4.5%
1.5%
2009
92.6%
3.3%
1.6%
0.5%
0.2%
2.0%
A number of respondents indicated that they had used an ‘other’ mode of transport to travel to the AONB. These emphasise reliance on the motor vehicle, but also highlight the popularity of river based activities: Transport Boat/Canoe Touring/Camper Van Motorcycle Respondents 6 5 1 OTHER PLACES VISITED Figure 11 illustrates other places visited by respondents aside from the location at which they were interviewed. It is clear that the majority of those visiting more than one location were planning to (or had) visited other locations within the AONB. A similar question was asked during the 1999 survey and it is interesting to note that aside from Dedham and Flatford, East Bergholt remains the most popular alternative location to visit. Staying visitors were significantly more likely to venture to Lavenham than day visitors, whilst day visitors were more likely to visit a ‘natural place’ such as Arger Fen. All age groups were most likely to cite Flatford as an additional location, with those over 35 suggesting that Dedham was the second most common additional location. 16 to 24 years olds indicated that the Suffolk Coast was their second most favoured additional location, whilst 25 to 34 year olds cited Colchester. Unsurprisingly, visitors to Dedham were most likely to cite Flatford as an additional location to visit and vice‐versa. In the context of the results in relation to East Bergholt, this illustrates the collective attractiveness of this particularly geographic area. 25 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk MODE OF TRANSPORT TO OTHER SITES Unfortunately a number of the interviewers misinterpreted this question. The aim was to assess how respondents planned to travel to other sites if different to the mode of transport they used to arrive in the AONB. Some interviewers asked all respondents, rather than just those seeking to use alternative modes of transport. However, once these responses have been excluded, it is evident that only 3% of respondents (19) sought to use an alternative mode of transport once in the AONB. The most popular alternative was ‘on foot’, cited by nine respondents. DID ANYTHING SPOIL YOUR VISIT? Respondents were asked whether anything had spoilt their visit and 8% of respondents gave valid feedback (suggesting that the vast majority of visitors are entirely satisfied). The table below illustrates that wasps were the most significant issue, with responses indicating that there was an infestation at Flatford at the time of the survey. Issues with dogs were also relatively significant, as were problems with parking, insufficient catering facilities and litter. During the 1999 survey respondents expressed dissatisfaction with the volume of visitors and inadequate signage. Whilst these were both cited by a number of respondents, in the context of the overall sample they are negligible. Wasps 14 Dogs/Dog Mess 8 Lack/Cost of Parking 5 Insufficient Catering Facilities 5 Rubbish/Rubbish in River 5 26 Dedham Vale AONB Visitor Survey 2009 Too many people Signage Traffic/Coaches Boat hire £12 at Dedham £6 at Fatford Cannot take photos of front of the Mill Lock is not fenced off Not enough public toilets Choose Suffolk 4 2 2 1 1 1 1 IMPROVEMENTS REQUIRED Just over 13% of respondents (80) made constructive suggestions with regard to improvements. Primarily these related to improved parking, better facilities, better signage and improved access. No single suggestion is particularly significant, but collectively they do point towards a requirement to make the AONB more ‘visitor friendly’. It is worth considering that a number of these (improvements to signage, seating and car parking) were cited during the 1999 survey. The inclusion of Horksley Park is interesting and it should be noted that all respondents suggesting this were interviewed in Nayland. Improved Parking 11 Dog Bins/Facilities 9 Clean Up/Improved Litter Bin Provision 7 Horksley Park 7 Better Signage 6 Better Catering/Picnic Facilities 6 Additional Public Toilets 5 Effective Management Plan/Restricted Development 5 Cycle Paths/Routes 4 More Seating 4 Improved Disabled/General Access 3 Maintenance of Footpaths 3 Reduced Parking Charges 2 Lower Speed Limits 2 Maintenance of/Access to River 2 Better Disabled Facilities 1 Less Deer Culling 1 Less Traffic 1 Better Marketing 1 PROPENSITY TO VISIT AGAIN Virtually all respondents (97%) indicated that they would like to visit the area again. Males aged 65 and over, particularly those interviewed in Flatford appear least likely to visit again. As you would expect, almost all of those indicating that they wouldn’t visit in future were first time visitors. 27 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk EXPENDITURE The average spend per group was £20.47, equating to an average spend per person of £7.57. Day visitor spend was just £6.54 per person, significantly below the national average, which according to the 2003 Leisure Day Visits Survey is £8.60 in rural areas. Weekend visitors were inclined to spend even less, with an average spend per person of £6.16. Expenditure was generally highest amongst higher socio‐economic groups, with the exception of the C2 group which averaged £9.02 per person. LUNCH Those respondents indicating that they were likely to have lunch in the area were asked where/what they would eat. Just fewer than 90% indicated that they would be eating lunch during their trip. One third indicated that they would eat in a cafe, with just under a quarter suggesting they would visit a pub. Whilst 8% said they would eat at a restaurant, 6% implied that they would purchase food from a shop and have a picnic. The remaining 31% suggested they would bring their food from home. Whilst those living within ten miles were least likely to eat lunch during their visit, those living between 10 and 15 miles away were significantly more likely to bring everything from home. Respondents who lived over 15 miles away were the most likely to eat in a cafe or pub. Given that they represent the largest group of respondents this is pleasing as it suggests that their money will be spent directly in the local economy. However, it is worth noting that the results are somewhat skewed by interview locations, with some interviews in Flatford being conducted adjacent to the cafe and those in Nayland in a pub car park. Fig 13: Lunch
6%
8%
Café
33%
Brought everything from home
Pub
22%
Restaurant
Local shop/farm shop for a
picnic
31%
RECESSION The survey sought to identify the impact of the recession on the leisure habits of visitors to the AONB. Figure 14 shows the percentage of respondents agreeing with four statements. 28 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk It is evident from the results that the recession has had a major impact on tourism habits. Almost a quarter of respondents indicated that they had reduced their expenditure on their main holiday in 2009. Over a third (39%) said that they are more inclined to take a series of short breaks (this backs‐
up the earlier hypothesis that the recession may have had an impact on the increased number of staying visitors in the AONB). The most significant impact relates to the propensity of respondents to take domestic holidays, with 40% suggesting they are more inclined to holiday in the UK as a result of the recession. In the context of previous results with regard to weekend versus weekday visitors it is interesting to note that those interviewed at the weekend suggested they were more likely to take both short breaks and day trips than weekday visitors. Clearly the visit during which they were interviewed may have been a reflection of this. When it comes to tourism, results suggest that the impact of the recession has been felt most acutely by the middle classes, with groups B and C1 most likely to holiday in the UK and reduce their expenditure on their main holiday respectively as a result. Those in the lower social grades appear to be more likely to take a number of short breaks as a result of the recession. MEMBERSHIP OF ORGANISATIONS The majority (63%) of respondents indicated that they weren’t members of any of the organisations listed. However, just over one fifth (22%) said they belonged to the National Trust (54% of these were interviewed at Flatford), whilst 9% belonged to the RSPB. Two percent each belonged to Suffolk Wildlife Trust, Essex Wildlife Trust and another wildlife trust. Results indicate that those visitors indicating that they belong to a membership organisation were significantly more likely to be on a staying trip and marginally more likely to have travelled further than non‐members. They were also significantly more inclined to stay longer than two hours and visit additional ‘honey‐pot’ areas within the AONB. Perhaps rather obviously, they were also substantially 29 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk more likely to have found out about the AONB through National Trust publications. Furthermore, they were more likely to be first time visitors, but those that had previously visited were more likely to make the same number of trips in winter as in summer. CONCLUSION The results make interesting reading and provide a picture of both the profile of visitors to the AONB and the ways in which they behave once in the area. Awareness of the AONB remains high, having stayed relatively constant over the past decade (although there has been a notable increase in awareness amongst the lower socio‐economic grades during this period). This consistency hasn’t been reflected in the extent to which the AONB designation encourages people to visit. Rather, the results show that there has been an increase of five percentage points in the proportion of people indicating that the AONB influenced their decision to go to the area. It is certainly evident that the outstanding natural beauty of the landscape plays a significant part in attracting people to the area. Visitors cited the scenery and the River Stour as particularly influential, with the area’s tranquility and its suitability for walking also playing a part in encouraging people to visit. In terms of finding out about the AONB, as may be expected, local knowledge plays a significant part in attracting those living in close proximity. When it comes to those living further afield, although specific media and marketing channels appear to be of relatively greater important, word of mouth is evidently by far the most common way of finding out about what the area has to offer. Only National Trust publications, newspaper articles and TV programmes are of any significance as conduits for information for those living further than 15 miles away, but even when combined they do not come close to matching word of mouth in terms of importance. 30 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk Aside from providing an indication with regard to how to market to visitors, the results also give an overview of the average visitor’s characteristics. Visitors tend to visit as part of small, family groups comprising an average of 2.68 people. They are most likely to come from either the upper or middle socio‐economic grades (A and C2 in particular) with 96% indicating that they are of White‐British ethnicity. In the context of the previous survey this comes as little surprise, but it is worth noting that results indicate a shift towards an increase in visitors from higher social grades. This is perhaps concerning when the characteristics of the higher social grades are taken into consideration. Findings imply that they are more likely to make short visits and spend less than the average visitor, creating greater pressures with less economic benefit per person. In fact, the economic benefit of each visitor appears limited in the context of national data. Expenditure of £7.56 per person in the AONB doesn’t compare favourably with a rural day visitor average of £8.60. However this figure is from 2003 and it is entirely possible that the recession may have had an impact on expenditure levels in the intervening period. Findings also point towards an increase in staying visitors, possibly the result of a combination of factors including a general rise in the popularity of short‐breaks over the past decade and the impact of the recession. In fact, responses to questions with regard to the recession suggest that over two thirds of respondents in this survey feel more inclined to take a series of short‐breaks rather than one longer holiday, whilst 40% are more prone to holiday in the UK. The average length of staying visit is 5.8 days, with those on staying visits generally drawn from more senior age groups and more likely to be visiting for the first time. In common with the 1999 survey, friends or relatives play host to around one third of staying visitors and whilst there have been few other significant changes in the type of accommodation used, there has been a noticeable swing towards the use of camping/caravan sites. This increase in staying visitors certainly has implications for the management of the AONB, with results indicating some clear differences between day and staying visitors. Most significant is a greater propensity amongst staying visitors to visit the area during the week. Conversely, there are also management considerations in relation to the behaviour of day visitors. Results suggest that day visitors are approximately twice as likely to visit at the weekend. With results also indicating that day visitors outnumber those on staying trips by two to one, this points to significant additional pressure at the weekend. In addition, there are other key characteristics in relation to weekend visitors that need to be considered, not least a high propensity to make the same number of trips in winter as in summer and the regularity of their visits. 31 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk Whilst taken at face value certain results may not be entirely meaningful, when considered collectively they imply that the AONB has a faithful and relatively local, core weekend audience. This is demonstrated through a high level of awareness of the AONB, a greater likelihood that they have visited previously and a greater recency with regard to their last visit than the average. In addition, as well as being more likely to live in close proximity to the AONB, they are prone to making short visits and are influenced by the ease with which they can access the area. Finally, they are less likely than the average to be sightseeing and although their expenditure levels are lower, they are more likely to sample the area’s culinary offering. Eating and drinking plays a part in the majority of visits, with 90% of all respondents indicating that they either had eaten or intended to eat lunch as part of their visit. What’s more, it is pleasing to note that two thirds suggest they will spend money within the AONB in order to do so, either at a pub/café/restaurant or at a shop. In common with the result of the 1999 survey findings suggest a high reliance on the car as the main method of transport to reach the area. Indeed, there has been an increase of over 10 percentage points over the past ten years in terms of the proportion of respondents arriving by car. This is worrying when considered alongside results in relation to protecting the landscape. Whilst the vast majority of respondents still recognise the value of protecting the AONB, there has been a fairly sharp decrease in the percentage suggesting such measures are ‘very important’. In summary, it is evident that the AONB remains popular, with high levels of awareness of the designation amongst existing and new visitors. However, there have been certain changes in the profile of visitors and their behavior once in the AONB that impact upon its management. The swing towards staying visitors and visitors from high social‐grades are both potentially significant. When considered in the context of limited current visitor expenditure, these trends combined with a desire to see improved catering and leisure facilities suggest the area’s tourism industry has significant economic potential if the area is promoted to the right people in the right way. Nevertheless, this promotion must continue to take into account the area’s unique character. Indeed, an increasing reliance on the car combined with the decreasing levels of importance assigned to the protection of its landscape make sensitive management all the more critical. 32 Dedham Vale AONB Visitor Survey 2009 Choose Suffolk APPENDICES Age Composition of Respondents Definition of Socio‐Economic Groups AB. Higher and intermediate managerial/administrative/professional C1. Supervisory clerical junior managerial/administrative/professional C2. Skilled manual workers D. Semi‐skilled and unskilled manual workers E. On state benefit unemployed lowest grade workers 33 Dedham Vale AONB and Stour Valley Visitor Survey
Hi, my name is.......... and I am working for Choose Suffolk. We are carrying out a survey of visitors to this site
on behalf of the Dedham Vale Area of Outstanding Natural Beauty and Stour Valley Project. Would you be able
to spare a few minutes to answer some questions?
Q1
Are you here today...
Q7
On a leisure trip staying away from
home................................................
On a leisure day trip from your
home................................................
For another reason ..........................
Q2
1
Go to Q2
2
Go to Q4
1-2 hours .....................................................
2
3
Go to End
2-4 hours .....................................................
3
over 4 hours ................................................
4
How many nights are you staying?
Q8
Q3 What type of accommodation are you staying
in?
Friends/relatives ............................
01
Caravan/touring van ......................
02
Camping ........................................
03
Pub/inn ..........................................
04
B&B ...............................................
05
Farmhouse B&B ............................
06
Hotel ..............................................
07
YHA Bunkhouse ............................
08
Activity/training centre....................
09
Second home.................................
10
Self catering...................................
11
Other..............................................
12 Go to Q3a
Q3a
Q4
How long will you spend/have you spent at
this site?
less than 1 hour...........................................
1
Q9
Please specify other
Where have you come from today?
Where else will you spend/have you spent
time in the area (Dedham Vale)?
Nayland .......................................................
01
Stoke by Nayland ........................................
02
Polstead ......................................................
03
Lavenham ...................................................
04
Stratford St. Mary ........................................
05
Dedham.......................................................
06
Flatford ........................................................
07
East Bergholt...............................................
08
Sudbury.......................................................
09
Colchester ...................................................
10
Ipswich ........................................................
11
Suffolk Coast...............................................
12
Natural place (e.g. Arger Fen, river etc) ......
13
How are you planning to travel there? - if
different from Q3?
Public transport .....................
1
Home...........................................................
1
Coach tour.............................
2
Previous stop/location .................................
2
On foot ..................................
3
Car ........................................
4
Bike .......................................
5
Other .....................................
6
Q5 How far away do you live?
10 miles
miles or under ..............................................
1
10 to 15 miles ....................................................
2
Over 15 miles.....................................................
3
Q6 How have you travelled to this site today?
Public transport ..............................
1
Coach tour .....................................
2
On foot ...........................................
3
Car .................................................
4
Bike................................................
5
Other..............................................
6
Q6a Please specify other
Go to Q6a
Q9a
Please specify other
Go to Q9a
Q15
Q10 How did you hear about the area?
(prompt card 1)
Personal recommendation .....
01
National trust publications ......
02
TV programme .......................
03
Guide book.............................
Main
Other
2
04
Scenery
1
2
Accommodation provider........
05
Peace and quiet
1
2
Maps ......................................
06
Good walking
1
2
Newspaper article ..................
07
Go to Q10b
Wildlife
1
2
Website ..................................
08
Go to Q10c
Churches
1
2
09
Go to Q10d
John Constable
1
2
Tourist Information Centre......
10
Go to Q10e
The River Stour
1
2
Other ......................................
11
Go to Q10a
Historic buildings
1
2
Cafe/tea room
1
2
Pub
1
2
Please specify other
Q10b
Please specify
newspaper
Please specify websites
Q10e
ar ea to d ay an d an y o th er s th at in flu en c ed
you... Prompt card 2
Easy to get to
Q10a
Q10d
main aspects that attracted you to visit the
1
Tourist/visitor leaflets .............
Q10c
Fro m th e fo llo w in g lis t, p leas e s elec t th e tw o
Other
Q15m Please specify other
Please specify where
you obtained the leaflet
Please specify TIC
Yesterday ......................................................
2
2-6 days ago..................................................
3
More than 7 days...........................................
4
Q12 Have you been to the Dedham Vale area
b e f o r e ? Show map
Go to Q13
Yes.........................................
1
2
Go to Q15
Q13 When was the last time you visited?
Go to Q14
In the last week ......................
1
In the last month.....................
2
Go to Q14
In the last year........................
3
Go to Q14
One to two years ago .............
4
Go to Q15
5
Go to Q15
More than two years ago........
2 Go to
Q15m
Q15m
Q16 Which particular aspects of the landscape do
you value? Prompt card 3
The river ........................................................
01
Q11 How long ago did you get the information?
Today.............................................................
1
No ..........................................
1 Go to
Footpaths.......................................................
02
Country lanes ................................................
03
Willows ..........................................................
04
Riverside meadows .......................................
05
Traditional villages .........................................
06
Open views....................................................
07
Mixed agriculture ...........................................
08
Churches .......................................................
09
Parkland ........................................................
10
Historic buildings............................................
buildings ............................................
11
Trees/woodland .............................................
12
Q17 On a scale of one to five, with one being very
unimportant and five being very important,
h o w im p o r tan t is it fo r th is lan d s c ap e to b e
protected in order to preserve the aspects you
mention?
1
Q14 Do you make the same number of visits in
winter as you do in summer?
Yes ..............................................................
1
No ...............................................................
2
2
3 / DK
4
5
Q18 On a scale of one to five, with one being not at
all concerned and five being very concerned,
how concerned are you about the effect of
climate change on areas such as the Dedham
Vale?
V ale?
1
2
3 / DK
4
5
Q19 When you set out on your visit today were you
aware that this site is in the Dedham Vale Area
of Outstanding Natural Beauty?
Go to Q20
Yes.........................................
1
No ..........................................
2
Go to Q21
Q27 Are there any improvements for the area that
y o u ’d lik e to s u g g es t?
Q28 W ill yo u v is it ag ain ?
Q20 Did this contribute to your reasons to visit?
Yes ................................................................
1
No..................................................................
2
No ...............................................................
2
cost of travelling to and from the site, food, gifts,
entrance fees etc.
01
Go to Q24
02
Go to Q22
03
Go to Q22
Local shop/farm shop for a picnic................
1
Guided walk ...........................
04
Go to Q24
Café ............................................................
2
sightseeing .............................
05
Go to Q24
Restaurant...................................................
3
feeding the ducks ...................
06
Go to Q24
Pub..............................................................
4
07
Go to Q24
Brought everything from home ....................
5
painting...................................
08
Go to Q24
Bird watching/wildlife..............
09
Go to Q24
eating/drinking........................
10
Go to Q24
Shopping ................................
11
Go to Q24
fishing.....................................
12
Go to Q24
Sightseeing by car..................
13
Go to Q24
dog walking ............................
14
Go to Q24
15
Go to Q21a
Cycling ...................................
Boating ...................................
Other ......................................
Q21a
1
Q29 How much money will your group spend
d u r i n g i t s t r i p t o d a y ? This should include the
Q21 Which of the following activities will you take
part in during your visit today? Showcard 4
Short walk (less than 2
miles/1 hr) ..............................
longer walk .............................
Yes..............................................................
Q 30
Q31 With regards to your holiday plans and the
recession, which of the following statements
applies to you? Tick all that apply
I have reduced expenditure on my main holiday..
1
I am more inclined to holiday in the UK................
2
I am more inclined to take a series of short
breaks rather than a holiday ................................
I am more inclined to take day trips ....................
3
4
We'd now like to ask you a little more about you
Go to Q24
Please
specify
other
Q32 Into which of the following age groups do you
th e m em b er s o f y o u r p ar ty fall? Please tick the
age/sex of the respondent
Q22 Is today part of a longer distance ride/walk?
Go to Q23
Yes.........................................
1
No ..........................................
If you are having lunch out have you used
2
Male
Go to Q24
Q23 How many days will it take?
Q24 Would you consider hiring a bike if the facility
was available here?
Yes ..............................................................
1
No ...............................................................
2
Female
Under 16
1
2
16 to 24
1
2
25 to 34
1
2
35 to 44
1
2
45 to 54
1
2
55 to 64
1
2
65+
1
2
Q33 A r e yo u a g r o u p o f...
Q25 Where is your favourite spot in the Dedham
Vale? If they don't have one or aren't sure, please
leave blank.
Q26 Did anything spoil the enjoyment of your visit
t o d a y ? Do not prompt
Q33a
Friends ...................................
1
Family ....................................
2
Colleagues .............................
3
Coach Party ...........................
4
Educational Group .................
5
Special Interest Group ...........
6
Other ......................................
7
Please specify other
Go to Q33a
Q34 Are you a member of any of the following?
National Trust ................................................
1
RSPB.............................................................
2
Council for the Protection of Rural England...
3
Suffolk Wildlife Trust ......................................
4
Essex Wildlife Trust .......................................
5
Other Wildlife Trust ........................................
6
Q39
Fro m tim e to tim e th e D ed h am V ale A O N B an d
Stour Valley Project may produce emails
containing information about the area and the
activities and events within it. Would you like
to rec eiv e th es e?
Yes.........................................
1
Go to Q40
No ..........................................
2
Go to End
Q40 Please can you tell us what your email
ad d r es s is ?
Q35 What is the employment status of the head of
household?
Go to Q36
Employed full-time
1
Employed part-time
2
Go to Q36
Self-employed
3
Go to Q36
...
4
Go to Q37
Unemployed - under 6 months ....
5
Go to Q37
Unemployed - over 6 months ....
6
Go to Q37
Full-time student
7
Go to Q37
Retired with state pension only ..
8
Go to Q37
Working under 8 hrs per week.....
9
Go to Q37
Retired with private pension
Q36 Which of these best describes the occupation
of chief incomes earner in your household?
Professional/Company Director.........................
1
Senior Management..........................................
2
Middle Management..........................................
3
Supervisory/Clerical ..........................................
4
Junior Administrative.........................................
5
Skilled Manual...................................................
6
Unskilled M anagement/O ffice/Shop W orker ......
7
Homemaker.......................................................
8
Q37 Which of the following best describes your
ethnic origin? Use showcard 5.
Please note that your personal details supplied
through this survey will be held and/or
computerised by Choose Suffolk on behalf of the
Dedham Vale AONB and Stour Valley Project for the
purpose previously outlined. The information
collected may be disclosed to employees of the
Dedham Vale AONB and Stour Valley Project
Your personal details are protected under the Data
Protection Act 1998 and will not be divulged to any
other individuals or organisations for any other
purposes unless you expressly permit otherwise.
Thank you very much for your time today. Hand
respondent the thank you leaflet
To be completed after the interview
Q41 Date
Q42 Time
Q43 Interview Location
Flatford ........................................................
1
Dedham.......................................................
2
White British ......................................................
1
Nayland .......................................................
3
White other........................................................
2
Arger Fen ....................................................
4
Mixed Race .......................................................
3
Black and Black British......................................
4
Asian and Asian British .....................................
5
Chinese.............................................................
6
Other .................................................................
7
Q38 What is your postcode? If they are concerned
about how this will be used, please explain that it
is only for mapping purposes and cannot be used
for any other reason in isolation.
Q44 In ter v iew er
Q45 Weather
Sunny ..........................................................
1
Cloudy/Overcast..........................................
2
Wet..............................................................
3