SurveyMonkey Powered Online Survey

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Thank you for taking part in this research. The research will help NITB / Outdoor Recreation NI to better understand the activity tourism market in Northern Ireland.

Your answers will be treated as confidential at all times. Any information made available from the research will only be total results for the industry.

The research relates to the main tourism season – May 2012 to September 2012 inclusive, so please answer the questions relating to this period.

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1. Name of respondent

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2. Organisation

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3. Respondent’s position within the organisation

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4. How many customers did you have taking part in activities from May to September 2012 inclusive?

Guidance Note: This should include all customers between May to Sept 2012
Please include all customers within a group, for example:
• 1 family of 4 = 4 customers
• 1 day group of 20 customers = 20 customers

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5. On average, how long did a customer spend with you?

Quarter of a day

Half a day

Three quarters of a day

One day

One and a quarter days

One and a half days

One and three quarter days

Two days

Two and a quarter days

Two and a half days

Two and three quarter days

Three days

More than 3 days

Other (please specify)

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6. What % of your bookings were made by the corporate sector, NI schools and youth organisations or tourists?

Guidance Note:
Please give a % estimate for each category - values must add up to 100%

Corporate Sector (booking made by a business not an individual -both within and outside Northern Ireland)

Tourists (booking made by an individual person/group from both within and outside Northern Ireland)

School & Youth Organisations (both within and outside Northern Ireland)

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7. Where were your corporate sector customers from?

Please give a % estimate for each category - values must add up to 100%

Northern Ireland

Republic of Ireland

Great Britain

Europe

Other

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8. Where were your school and youth organisations from?

Please give a % estimate for each category - values must add up to 100%

Northern Ireland

Republic of Ireland

Great Britain

Europe

Other

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9. Where were your tourist customers from?

Please give a % estimate for each category - values must add up to 100%

Northern Ireland

Republic of Ireland

Great Britain

Europe

Other

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10. Please record which age band your tourist customers were in?

Please give a % estimate for each category - values must add up to 100%

<16

16-24

25-34

35-44

45-54

55-64

65+

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11. How would you classify your tourist customers?

Please give a % estimate for each category - values must add up to 100%

Family

Couple

Hen / Stag Group

Other Groups of Friends (includes groups of adults; children's parties; celebrations)

Individuals (not part of an organised group)

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12. How long did your tourist customers stay with you?

Please give a % estimate for each category - values must add up to 100%

Day Visitor

1-3 nights

4-5 nights

6-8 nights

9-14 nights

15+ nights

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13. Where did your tourist customers stay whilst partaking in activities?

Please give a % estimate for each category - values must add up to 100%

Guidance Note:
- ‘Own’ accommodation means one that is owned by your organisation e.g. ‘Own Hostel’ is a hostel owned by your organisation
- ‘Local’ accommodation is third party owned accommodation in the local area. The customers may stay there whilst partaking in activities with you.

Own B&B

Own Hostel

Own Hotel

Own Campsite

Own Self Catering

Local B&B

Local Hostel

Local Hotel

Local Guesthouse

Local Campsite

Local Self Catering

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14. How much on average do you think your tourist customers spent per person with you this season?

Guidance Note: This includes all expenditure such as activities, accommodation, food etc
Only tick one column per row

	n/a	< £25	£25 to £50	£50 to £100	£100 to £150	£150 to £200	£200 to £300	£300 to £400	£400 to £500	£500+
Day Visitor	Day Visitor n/a	Day Visitor < £25	Day Visitor £25 to £50	Day Visitor £50 to £100	Day Visitor £100 to £150	Day Visitor £150 to £200	Day Visitor £200 to £300	Day Visitor £300 to £400	Day Visitor £400 to £500	Day Visitor £500+
1-3 nights	1-3 nights n/a	1-3 nights < £25	1-3 nights £25 to £50	1-3 nights £50 to £100	1-3 nights £100 to £150	1-3 nights £150 to £200	1-3 nights £200 to £300	1-3 nights £300 to £400	1-3 nights £400 to £500	1-3 nights £500+
4-5 nights	4-5 nights n/a	4-5 nights < £25	4-5 nights £25 to £50	4-5 nights £50 to £100	4-5 nights £100 to £150	4-5 nights £150 to £200	4-5 nights £200 to £300	4-5 nights £300 to £400	4-5 nights £400 to £500	4-5 nights £500+
6-8 nights	6-8 nights n/a	6-8 nights < £25	6-8 nights £25 to £50	6-8 nights £50 to £100	6-8 nights £100 to £150	6-8 nights £150 to £200	6-8 nights £200 to £300	6-8 nights £300 to £400	6-8 nights £400 to £500	6-8 nights £500+
9-14 nights	9-14 nights n/a	9-14 nights < £25	9-14 nights £25 to £50	9-14 nights £50 to £100	9-14 nights £100 to £150	9-14 nights £150 to £200	9-14 nights £200 to £300	9-14 nights £300 to £400	9-14 nights £400 to £500	9-14 nights £500+
15+ nights	15+ nights n/a	15+ nights < £25	15+ nights £25 to £50	15+ nights £50 to £100	15+ nights £100 to £150	15+ nights £150 to £200	15+ nights £200 to £300	15+ nights £300 to £400	15+ nights £400 to £500	15+ nights £500+

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15. How much on average do you think your corporate customers spent per person with you this season?

Guidance note: This includes all expenditure such as activities, accommodation, food etc

< £50

£50 to £100

£100 to £150

£150 to £200

£200 to £250

£250 to £300

>£300

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16. How many of your tourist customers were new customers or repeat customers?

Please give a % estimate for each category - values must add up to 100%
Guidance Note: This also includes repeat bookings from organisations even though some individuals may be new.

New

Repeat

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17. How did your new customers hear about you?

Please give a % estimate for each category
- total for % enquiries must add up to 100%
- total for % customers must add up to 100%

	% of Enquiries	% of Bookings
OutdoorNI.com	OutdoorNI.com % of Enquiries menu	OutdoorNI.com % of Bookings menu
WalkNI.com	WalkNI.com % of Enquiries menu	WalkNI.com % of Bookings menu
Cycle NI.com	Cycle NI.com % of Enquiries menu	Cycle NI.com % of Bookings menu
CanoeNI.com	CanoeNI.com % of Enquiries menu	CanoeNI.com % of Bookings menu
Discovernorthernireland.com	Discovernorthernireland.com % of Enquiries menu	Discovernorthernireland.com % of Bookings menu
TIC referral	TIC referral % of Enquiries menu	TIC referral % of Bookings menu
Marketing activity of RTP	Marketing activity of RTP % of Enquiries menu	Marketing activity of RTP % of Bookings menu
Own Marketing	Own Marketing % of Enquiries menu	Own Marketing % of Bookings menu
Passing Trade	Passing Trade % of Enquiries menu	Passing Trade % of Bookings menu
Word of Mouth	Word of Mouth % of Enquiries menu	Word of Mouth % of Bookings menu
Don’t know	Don’t know % of Enquiries menu	Don’t know % of Bookings menu

Other (please specify)

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18. How many employees are there in your organisation?

Full time

Part time

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2011/2012 Financial year

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19. How much have you invested in your business in 2011/2012 financial year?

Capital investment (as a % of turnover)

Marketing spend (as a % of turnover)

Other investment (as a % of turnover)

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20. Keeping in mind that the survey is 100% confidential what was your turnover for 2011/2012 financial year?

<£50 000

£50 000 - £100 000

£100 000 – £150 000

£150 000 – £250 000

£250 000 – £500 000

£500 000 – £750 000

£750 000 – £1 000 000

£1 000 000 – £1 500 000

£1 500 000 – £2 000 000

£2 000 000 +

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21. How would you rate your turnover compared to last year and the reasons for this?

Increased

Same

Decreased

Please state any pertinent issues relating to your business performance and the business environment:

Many thanks for filling in the questionnaire. Your answers will be treated as confidential at all times. Any information made available from the research will only be total results for the industry.

For further information please contact Sarah Nelson:
s.nelson@outdoorrecreationni.com
028 9030 3930

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1. Name of respondent

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2. Organisation

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3. Respondent’s position within the organisation

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5. On average, how long did a customer spend with you?

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6. What % of your bookings were made by the corporate sector, NI schools and youth organisations or tourists?Guidance Note: Please give a % estimate for each category - values must add up to 100%

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7. Where were your corporate sector customers from? Please give a % estimate for each category - values must add up to 100%

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8. Where were your school and youth organisations from? Please give a % estimate for each category - values must add up to 100%

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9. Where were your tourist customers from? Please give a % estimate for each category - values must add up to 100%

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10. Please record which age band your tourist customers were in? Please give a % estimate for each category - values must add up to 100%

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11. How would you classify your tourist customers? Please give a % estimate for each category - values must add up to 100%

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12. How long did your tourist customers stay with you? Please give a % estimate for each category - values must add up to 100%

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14. How much on average do you think your tourist customers spent per person with you this season? Guidance Note: This includes all expenditure such as activities, accommodation, food etcOnly tick one column per row

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15. How much on average do you think your corporate customers spent per person with you this season? Guidance note: This includes all expenditure such as activities, accommodation, food etc

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16. How many of your tourist customers were new customers or repeat customers? Please give a % estimate for each category - values must add up to 100%Guidance Note: This also includes repeat bookings from organisations even though some individuals may be new.

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17. How did your new customers hear about you? Please give a % estimate for each category - total for % enquiries must add up to 100% - total for % customers must add up to 100%

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18. How many employees are there in your organisation?

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2011/2012 Financial year

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19. How much have you invested in your business in 2011/2012 financial year?

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20. Keeping in mind that the survey is 100% confidential what was your turnover for 2011/2012 financial year?

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21. How would you rate your turnover compared to last year and the reasons for this?

6. What % of your bookings were made by the corporate sector, NI schools and youth organisations or tourists?

Guidance Note:
Please give a % estimate for each category - values must add up to 100%

7. Where were your corporate sector customers from?

Please give a % estimate for each category - values must add up to 100%

8. Where were your school and youth organisations from?

Please give a % estimate for each category - values must add up to 100%

9. Where were your tourist customers from?

Please give a % estimate for each category - values must add up to 100%

10. Please record which age band your tourist customers were in?

Please give a % estimate for each category - values must add up to 100%

11. How would you classify your tourist customers?

Please give a % estimate for each category - values must add up to 100%

12. How long did your tourist customers stay with you?

Please give a % estimate for each category - values must add up to 100%

14. How much on average do you think your tourist customers spent per person with you this season?

Guidance Note: This includes all expenditure such as activities, accommodation, food etc
Only tick one column per row

15. How much on average do you think your corporate customers spent per person with you this season?

Guidance note: This includes all expenditure such as activities, accommodation, food etc

16. How many of your tourist customers were new customers or repeat customers?

Please give a % estimate for each category - values must add up to 100%
Guidance Note: This also includes repeat bookings from organisations even though some individuals may be new.

17. How did your new customers hear about you?

Please give a % estimate for each category
- total for % enquiries must add up to 100%
- total for % customers must add up to 100%