‘Activity Tourism: Understanding consumer decision making, attitudes and expectations’

Hi,

Apologies the hyperlink did not work on my last email

Please find a link to recent piece of research carried out by CAAN.

‘Activity Tourism: Understanding consumer decision making, attitudes and expectations’

http://www.countrysiderecreation.com/downloads/Activity%20Tourism%20Consumer%20Decision%20Making.%20attitudes%20and%20experiences%20May%202011.doc

The research was carried out with subscribers to the OutdoorNI.com e-newsletter with the following objectives:

• To better understand drivers and preferences of customers when choosing an activity provider
• To gather information on customers’ attitudes and expectations when taking part in outdoor activities, using an activity provider.

In lay mans terms the results illustrate

o who consumers are accompanied by when taking part in outdoor activities
o what sources of inspiration consumers use for outdoor activities
o where consumers find their contact information for outdoor activity providers
o consumers most preferred way of booking outdoor activities
o how consumers rated their experience with outdoor activity providers in Northern Ireland
o how their experience in NI compared versus a similar experience in ROI or GB
o what are the most important factors do consumers take into account when choosing one activity provider over another
o what consumers feel activity providers could improve on


The results found that 35% of all respondents stated they had taken part in outdoor activities in the past two years where they paid an outdoor activity provider. However 65% stated that they had not, therefore the challenge for the industry is to covert these consumers i.e. encourage them to take part in paid outdoor activities.

The report splits these consumers into 3 distinct sub groups:

‘I intend to but haven’t had the chance to organise it yet’ sub group made up 39% of the ‘No’ group with 86% of these consumer stating they intend to take part in paid outdoor activities in the near future.

‘Prefer to do activities without a provider’ sub group made up 35% of the ‘No’ group with 47% stating they intend to take part in paid outdoor activities in the near future.

‘Too expensive’ sub group made up 16% of the ‘No’ group with 60% stating they intend to take part in paid outdoor activities in the near future.

The report lists a number of recommendations for converting these consumers, including:

o Develop an online booking mechanism
o Demonstrate value for money
o Offer skills courses

For more details on these and further recommendations download the full report.

http://www.countrysiderecreation.com/downloads/Activity%20Tourism%20Consumer%20Decision%20Making.%20attitudes%20and%20experiences%20May%202011.doc

If you have any questions or queries regarding the content of the report then please do not hesitate to contact me.

Kind Regards,

Chris Scott
Activity Tourism Manager
CAAN
02890 306 940
chris@countrysiderecreation.com