PORTRUSH VISITOR SURVEY 2013

BACKGROUND Coleraine Borough Council is currently implementing the ‘Portrush

Regeneration Strategy Western Peninsula’ (PRS) document. As part of this process, the Council wished to undertake research to establish a robust set of key performance indicators to create a comprehensive and representative baseline with which to evaluate the vitality and vibrancy of Portrush.

  The research will be used:

To measure progress and perceptions over time in implementing the Portrush Regeneration Strategy (PRS) alongside a series of other complementary key performance indicators.

To assess the town’s performance as a strategic tourism and leisure destination and to identify opportunities to enhance that function.

BACKGROUND

The marketing research programme therefore constitutes a significant proportion of the baseline assessment and was designed to: 

Establish a viable comprehensive baseline dataset reflecting visitors’ views and opinions on their immediate experiences and perceptions of Portrush.

Conduct face to face fieldwork at a peak period during the high tourism season.

Employ the appropriate methodology to ensure confidence in the resulting data trends over time.

The sample size and methodology should ensure the visitor population to Portrush is adequately represented.

RESEARCH METHOD Fieldwork was carried out face to face at a series of pre agreed

sampling points within Portrush town centre

The survey was administered using a questionnaire agreed in advance with the Council and based on previous surveys to ensure direct comparability

The achieved sample was 500 including 125 residents and 375 visitors

Interviewing took place between 7th July and 31st August 2013

All interviewing was undertaken to the standards defined by the Market Research Society Code of Conduct and the Interviewer Quality Control Scheme

RESEARCH SAMPLE

Total Resident VisitorAB

20% 8% 24%

C138% 45% 36%

C225% 25% 25%

DE17% 22% 15%

      

Male40% 54% 35%

Female60% 46% 65%

Base500 125 375

RESEARCH SAMPLE

Total Resident Visitor16-24

8% 6% 9%

25-3410% 15% 8%

35-4431% 28% 32%

45-5421% 20% 22%

55+29% 30% 29%

      

Protestant66% 71% 65%

Catholic22% 17% 24%

Refused10% 10% 10%

None/Other1% 3% 1%

Base500 125 375

EXECUTIVE SUMMARY

RESIDENTS Over half (55%) of residents have lived in the area for more than 30

years with only 10% less than 5 years

4 in 10 residents surveyed (38%) walked into town while half (50%) took their car

Shopping (38%) was the main reason for residents to be in town followed by leisure and recreation (22%)

Almost two thirds of residents (62%) visit the town at least 2-3 times a week with 33% visiting daily

EXECUTIVE SUMMARY

VISITORS Over half (51%) of visitors were from the over 45 age group – a drop

from 62% in 2012

The vast majority travelled to Portrush by car (79%) with just under 1 in 5 (19%) using public transport (train or bus)

Only 3% of those visitors surveyed were 1st time visitors

Almost two thirds of visitors (64%) come to Portrush at least twice a year and 82% at least once a year

EXECUTIVE SUMMARY

VISITORS Day trips accounted for 57% of visitors with 14% on a short break (3

nights or less) and 20% for a longer break (more than 3 nights)

Of those staying overnight, 46% stayed in a hotel, guesthouse, B&B or Self Catering unit

Most visitors (88%) were from Northern Ireland – a decrease from 95% in 2012

Portrush is most associated by visitors as a place to spend time outdoors (62%)

EXECUTIVE SUMMARY

VISITORS & RESIDENTSLikes and Dislikes Beaches (45%) remain the thing people like most about Portrush

followed by the sea and the scenery

The thing most disliked about Portrush is a perceived need to modernise the town centre (23%) which has replaced derelict buildings as the main issue in the past

Attitudes to Portrush 2013 has seen consistent increases in people’s attitudes to the town

with at least nine out of ten respondents agreeing that it has great potential, is a great place to visit, and has a wide range of things to see and do

Against this 94% believe it needs to modernise, and 84% that it is a bit run down, however, this is counter balanced by the fact that 89% believe a lot of progress has been made over the past few years in this regard

EXECUTIVE SUMMARY

VISITORS & RESIDENTSRating of Portrush The average rating of Portrush has increased substantially since the

last survey with the natural environment, night life, welcome given to tourists and visitor information in particular performing very well

Other aspects such as cleanliness and personal safety have also seen an improvement

 Improvements Shops, more quality accommodation, car parking and expanded

harbour/marina facilities are the aspects that people believe would improve Portrush

EXECUTIVE SUMMARY

VISITORS & RESIDENTSRecommending Portrush 99% of respondents in 2013 would recommend Portrush as a place

to visit compared to 91% in 2012 and 87% in 2011

Beaches (78%), outdoor pursuits (60%), natural beauty (56%) and good restaurants (43%) would be the main influences on people recommending Portrush

Awareness of Improvements The number of people aware of the recent improvements now

stands at 91% having risen from 73% in 2012 and 53% in 2010, with the East Strand and Arcadia the most mentioned

Almost all (99%) believe that these changes have improved Portrush

RESIDENT SURVEY BASE = 125 RESIDENTS

RESIDENT SURVEY BASE = 125

RESIDENTS

RESIDENT SURVEY BASE = 125 RESIDENTS

RESIDENT SURVEY BASE = 125 RESIDENTS

VISITOR SURVEY BASE = 375 VISITORS

VISITOR SURVEY BASE = 375

VISITORS

VISITOR SURVEY BASE = 375

VISITORS

VISITOR SURVEY BASE = 375

VISITORS

VISITOR SURVEY BASE = 375

VISITORS

VISITOR SURVEY BASE = OVERNIGHT

VISITORS

VISITOR SURVEY BASE = HOLIDAY HOME

OWNERS

VISITOR SURVEY BASE = ALL OVERNIGHT VISITORS

VISITOR SURVEY BASE = ALL STAYING OUTSIDE

PORTRUSH

VISITOR SURVEY BASE = 375 VISITORS

VISITOR SURVEY BASE = VISITORS FROM NI

VISITOR SURVEY BASE = VISITORS FROM ROI

VISITOR SURVEY BASE = 375 VISITORS

VISITOR SURVEY BASE = 375 VISITORS

How many of the following are with you today...

Total Party 4.53

Adults 16+ 2.95

Children Under 5 0.43

Children 5-9 0.52

Children 10-15 0.63

VISITOR SURVEY BASE = 375 VISITORS

How much did/will you spend as part of your trip on...

Accomodation £126

Eating Out £60

Shopping £34

Entertainment £30

Public Transport £26

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE =

500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = 500

VISITORS & RESIDENTS BASE = ALL AWARE OF

IMPROVEMENTS

VISITORS & RESIDENTS BASE = ALL AWARE OF

IMPROVEMENTS

VISITORS & RESIDENTS BASE = ALL AWARE OF

IMPROVEMENTS

VISITORS & RESIDENTS BASE = ALL AWARE OF

IMPROVEMENTS