Destination Profile Visitor Satisfaction Survey Caloundra Report

Slide 1:Destination Profile & Visitor Satisfaction Survey Caloundra Report

Slide 2:Contents

Slide 3:This report outlines results for the Caloundra Pilot DVS conducted as a part of Tourism Research Australia’s Destination Profile and Visitor Satisfaction Survey program. This report is one of a series of individual destination reports for the Sunshine Coast region. This report is not intended to contain documentation of all analyses but rather, provide information on key findings for Caloundra City. Further detail is also available through the Overall Sunshine Coast Regional Report, along with separate reports for the other three destinations: the Noosa Shire, the Maroochy Shire and the Cooloola Shire. Where possible, comparisons against Tourism Research Australia’s Visitor Destination Norms have been made. The Visitor Destination Norms have been collated using key information from destinations around Australia who have participated in the Destination Profile and Visitor Satisfaction Survey program. Further, where there was insufficient sample size at the individual destination level, overall Sunshine Coast results (combining Caloundra/the Noosa Shire/the Maroochy Shire/the Cooloola Shire) have been reported. Glossary of Terms The following terms have been used throughout this report: STO – State Tourism Organisation RTO – Regional Tourism Organisation TRA – Tourism Research Australia TA – Tourism Australia DVS – Destination Visitor Surveys NVS – National Visitor Survey - tourism industry travel statistics collection IVS – International Visitor Survey - tourism industry travel statistics collection VFR – Visiting Friends and Relatives

This Report

Slide 5:Executive Summary

Tourism Research Australia has commenced a Destination Visitor Survey (DVS) program in light of the recent Tourism White Paper. Tourism Queensland has conducted previous Visitor Satisfaction surveys in conjunction with regional tourism organisations within the State. This new DVS program has provided Tourism Queensland with the opportunity to participate in this national program of which one element is the Destination Profile and Visitor Satisfaction Survey program. This program has many benefits including a standardised approach of collecting visitor information nationally in order to develop normative information whereby destinations can compare their results against an aggregate of all other studies conducted under this program. Tourism Research Australia commissioned Ipsos to undertake the consultancy on behalf of Tourism Australia and Tourism Queensland in April 2006. The Destination Profile and Visitor Satisfaction Survey pilot was conducted in June – July 2006 in the following four Sunshine Coast local government areas: Caloundra City The Maroochy Shire The Noosa Shire The Cooloola Shire The methodology was a combined face to face / post card recruitment questionnaire followed by a main self-completion questionnaire provided via mail out or online link. The overall response rate (62%) for the survey was similar to other Destination Profile and Visitor Satisfaction Survey studies conducted. The overall objective for each destination is to develop a comprehensive understanding of the profile, travel behaviours and satisfaction of visitors to the destination.

Slide 6:

Visitor Profile Visitors to Caloundra were primarily intrastate travellers. Brisbane was the largest source market for Caloundra (48%) followed by the rest of Queensland (34%). Ten percent of respondents were from NSW followed by Victoria (3%). Around 2% of visitors were overseas residents. Approximately 39% of visitors to Caloundra travelled with a partner (39%), whilst over a quarter (27%) travelled with friends and/or relatives (27%) or travelled with their immediate family, i.e. parents and children (26%). Only 5% travelled alone. Nearly two thirds (60%) of visitors to Caloundra had no children aged 24 or under living with them. However when looking at lifecycle, taking into consideration, age/marital status/children, the largest group was the parents with children segment (32%). Executive Summary According to the National Visitor Survey, the Sunshine Coast received approximately 2,462,000 visitors for the year ending March 2006. During this period, all Queensland regions experienced a decline in visitor numbers with the exception of the Sunshine Coast, the Fraser Coast and the Whitsundays. The Decision Process Around eight out of 10 visitors, or 80% of Caloundra visitors had been to Caloundra before either for a day trip or an overnight trip. The level of repeat visits was high, with a quarter (25%) of all visitors having visited Caloundra five or more times in the past 12 months. The most predominant reason for choosing Caloundra was ‘the variety of things to do and see’ (32%). Past experience and having friends or relatives at Caloundra were the most common sources of information for visitors. The internet was used by around one fifth of all respondents (21%). Nearly three quarters (74%) of all visitors to Caloundra didn’t consider an alternative destination. Those visitors who had considered an alternative destination were asked where else they had considered. The main competitive destinations to Caloundra included other areas on the Sunshine Coast (26%) and the Gold Coast (19%). KEY FINDINGS

Slide 7:

The Trip The main reason for visiting Caloundra was for leisure or a holiday (67%), followed by visiting friends and relatives (22%). Only a small proportion visited for business (2%). The majority of respondents did very little forward planning in terms of deciding to visit Caloundra, with 58% of all respondents only deciding to visit Caloundra the week or day they were due to leave for their trip, or during their trip. The majority (56%) of visitors to Caloundra didn’t make a booking for their trip. When a booking was made prior to the trip, it was mainly through accommodation providers (16%). Almost all (87%) of Caloundra visitors used their own transport in order to get to Caloundra. ‘Staying with friends and relatives’ was the most popular type of accommodation used, followed by ‘renting a house’ and then ‘staying in a luxury hotel/resort’. Two-thirds of all respondents were visiting Caloundra on a day trip. Of the respondents who stayed in Caloundra for at least one night, the average length of stay was 4.8 nights. Places most visited by Sunshine Coast Visitors overall included Noosa (45%), Maroochydore (43%), Mooloolaba (36%), Caloundra and Eumundi (31% respectively). Three quarters (75%) of all Caloundra visitors said they had just ‘walked or drove around / took in the sights / general sightseeing’. Other popular activities included, but were not limited to, ‘go shopping’ (49%) and ‘eating out at a hotel/restaurant/clubs’ (46%). Caloundra had the lowest reported expenditure with an average daily visitor expenditure of $24, this was driven by a number of people making low-spending day trips to Caloundra. Executive Summary Expectations and Satisfaction The majority of visitors expected Caloundra to offer ‘relaxation and rejuvenation’ and ‘spend quality time with partner/friends/family’ (88% and 85% respectively). The experiences that particularly exceeded expectations were centred around quality ‘family time’ (60%), ‘kids’ enjoyment’ (58%) and ‘relaxation and rejuvenation’ (51%). Given the high levels of satisfaction overall, it appears on further exploration, that over half of the visitors were very satisfied with ‘the beach’ (58%), ‘local atmosphere’ (53%) ‘national parks/natural attractions’ (51%). With regard to levels of satisfaction compared with attributes deemed important, Caloundra performed very well. ‘Local atmosphere’ rated particularly highly and consistently in terms of both satisfaction and importance, as did ‘personal safety and security’. .

Slide 8:

Executive Summary Loyalty Commitment levels were high, with 86% of respondents reporting that they were either ‘Extremely likely’ or ‘Likely’ to return to Caloundra in the next 12 months. Nearly two thirds (62%) of Brisbane visitors to Caloundra said they were ‘Extremely likely’ to return to Caloundra in the next 12 months. Whilst just over half (51%) of people from the Rest of Qld were ‘Likely’ to return to Caloundra. There was a high level of advocacy from Caloundra visitors, with 94% stating they would be ‘Extremely likely’ or ‘Likely’ to recommend Caloundra to other people as a place to visit. This is an encouraging result given the importance of word of mouth recommendations.

Slide 10:Introduction & Background

Slide 11:Pilot Destinations

Tourism Queensland have previously conducted Visitor Surveys in association with Tourism Sunshine Coast. The new Tourism Australia DVS program has provided Tourism Queensland with the opportunity to participate in this national program. Tourism Research Australia commissioned Ipsos to undertake the consultancy on behalf of Tourism Australia and Tourism Queensland. The Destination Profile and Visitor Satisfaction Survey pilot was conducted in the following four Sunshine Coast local government areas: Caloundra City - refers to the entire Caloundra City Council area, which includes Beerburrum, Beerwah, Caloundra, Conondale, Currimundi, the Glass House Mountains, Golden Beach/Pelican Waters, Kawana, Landsborough, Maleny, Minyama, Mooloolah and Witta. The Maroochy Shire - encapsulates all of the Maroochy shire, which includes Mooloolaba, Coolum, Alexandra Headlands, Maroochydore, Mapleton, Montville, Kenilworth, Eumundi and Cotton Tree. The Noosa Shire - includes Noosa Heads, Noosaville, Sunshine Beach, Perigian,  Kin Kin, Cooroy and Pomona. The Cooloola Shire includes Rainbow Beach, Gympie and Mary Valley and Tin Can Bay.

Slide 12:Queensland Travel Statistics

As a way of background information and the overall importance of tourism to the Queensland economy, in the year ending March 2006, Australians took 16.3 million overnight trips to or within QLD, with a total of 73.7 million nights spent in the State. Domestic overnight visitor expenditure was at $11.0 billion, $2.5 billion for day visitors and $3.2 billion for international (including package expenditure). Further, the majority (78%) of visitors in Queensland were either for a holiday or VFR. Domestic visits to QLD was down 6% from the previous year: Domestic day visitors totalled 27.8 million Domestic overnight visitors totalled 16.3 million However, domestic market share for Queensland was at 23.4%, up by 0.2%, whilst NSW was at 33.8% and VIC 24.2%. Notably intrastate travel within QLD declined 9% and interstate travel declined 1%: Intrastate visitors outnumbered interstate visitors 2 to 1 40% of intrastate visitors were from Brisbane 56% of interstate visitors were from NSW All Queensland regions experienced declines in visitation except the Sunshine Coast (+1.5%), the Fraser Coast (+1.6%) and the Whitsundays (+8.2%): Brisbane is the most popular region with a total of 4,558,000 visitors The Sunshine Coast was the third most popular with a total of 2,462,000 visitors Thus the need to understand visitor experiences via surveys such as the Destination Profile and Visitor Survey is extremely important in order to develop local strategies to further encourage tourism at the local destination level. Source: Tourism Queensland Facts & Figures as at 16th September 2006

Slide 13:Destination Profile & Visitor Satisfaction Survey Objectives

compile a visitor profile for the destination identify aspects of visitor behaviour measure visitor expectations and satisfaction measure visitor expenditure investigate visitor flow/patterns to other destinations visited during the trip The overall objective for each destination was to develop a comprehensive understanding of the profile, travel behaviours and satisfaction of visitors to the destination. The specific objectives of the Destination Profile and Visitor Satisfaction Survey program were to:

Slide 15:Research Design

Stage 1: Project specifications for the destination finalised Consultation with STO and RTO was carried out in order to finalise survey timing, questionnaires, postcards, interviewing locations, postcard locations. Stage 2: Face to face recruitment interviews conducted at destination Respondents were recruited by Ipsos, a professional research agency. Visitors to the destination were invited to complete a questionnaire upon returning home, either via online or by a hard copy self-completion survey. All respondents were eligible for entry into a prize draw. Stage 3: Postcard recruitment at destination To supplement face to face recruitment sample, postcards were placed with local operators inviting visitors to participate in the survey. All respondents were eligible for entry into a prize draw. Stage 4: Main questionnaires sent to visitors Visitors were emailed an online questionnaire link OR mailed a self-completion survey to their home upon the completion of their holiday. Stage 5: Analysis and report completed Standard analysis and reporting was completed by Ipsos that included a comparison with results of other destinations (normative data).

Slide 16: Questionnaire Design As a part of the DVS program, Tourism Australia developed a base questionnaire in order to ensure consistency between all Destination Profile and Visitor Satisfaction Survey studies being conducted throughout Australia to develop a normative database for comparative information across Australia. In addition, Tourism Queensland had also conducted Visitor Surveys in the past thus the questionnaire design process was an amalgamation of the two questionnaires in order to maintain continuity where possible. DVS Norms The normative information contained in this report is derived from Destination Profile and Visitor Satisfaction Survey studies conducted around Australia. The normative database is added to as each Destination Profile and Visitor Satisfaction Survey study is completed, increasing the opportunity for individual destinations to compare with like destinations along with providing a national context within which to understand individual destination results. Weighting Weighting factors using NVS and IVS visitor statistics were derived by TRA and applied to the data. Criteria used in the weighting matrix included origin and purpose of trip. An Important Note Please note that some sub group analysis is based on a sample size of less than 40 respondents and as such should be interpreted with caution.

Methodology

Slide 17:Methodology

Respondent Recruitment Recruiting and Interviewing was conducted between May and June 2006 coinciding with the regions’ low season. Face to face recruitment interviews were conducted at the following Caloundra sites: Kings Beach Bulcock Beach Dickey Beach Main Street, Maleny Mary Cairncross Park, Maleny

Slide 18:Methodology

Slide 19:Participating visitors were emailed an online questionnaire link or mailed a self-completion survey to their home, timed to coincide with when they returned from their holiday. An incentive of five $2000 random cash prizes was offered to all respondents who completed both the recruitment and main questionnaires.

Methodology

Slide 20:Caloundra Response Rates

Base: Total Caloundra completes, n=231 (including 3 late responses) Please note that the results throughout the report are based on the 228 respondents whose surveys were returned by the survey cut off date. Meeting Response Quotas It is important to note that whilst the Destination Profile and Visitor Satisfaction Survey was being conducted, additional Visitor Survey field work was being conducted. Where possible, clashes of field work at designated interviewer locations were avoided. A total of 373 visitors to Caloundra were recruited to participate in the survey with 62% overall responding. Seventy percent of those who were sent the main questionnaire via an online link responded, performing somewhat better than mail completions at 52%. Responses

Slide 21:A Framework for Understanding

Visitors to the Sunshine Coast Day Visitors to the Sunshine Coast Overnight Visitors to the Sunshine Coast Day visitor to the destination within Sunshine Coast Day visitor to the destination within a longer holiday Overnight visitors to the destination within the Sunshine Coast Overnight visitors to multiple destinations within a longer holiday It is important to note, whilst reviewing these results, that the destination based survey of visitors means that at the destination level, respondent classification of being either a day trip visitor or an overnight visitor is based on where the individual was intercepted for the survey. For example, if a person was intercepted at Caloundra, they are asked specifically about their activities in Caloundra even though they may have been staying at Maroochydore. NOTE: A VISITOR WAS DEFINED AS PEOPLE AGED 15 OR OVER WHO LIVE OVER ONE HOUR’S DRIVE FROM THEIR HOME TO THE DESTINATION AND THE DESTINATION WAS NOT A REGULAR PLACE OF WORK (REGULAR PLACE OF WORK WAS DEFINED AS SPENDING THE MAJORITY OF THEIR WORKING DAYS (MORE THAN 50%) IN THE DESTINATION). TOUR OPERATORS WERE EXCLUDED.

Slide 22:Caloundra Main Findings

Slide 24:Where did they come from? How old were they? Where were they in their lifecycle? Did they have children? Who did they travel with? How much did they earn?

Who were Caloundra’s Visitors?

Slide 25:Caloundra Visitor Profile

Visitors to Caloundra were primarily intrastate travellers. Brisbane was the largest source market for Caloundra (48%) followed by the rest of Queensland (34%). Ten percent of respondents were from NSW followed by Victoria (3%). Around 2% of visitors were overseas residents. Approximately 39% of visitors to Caloundra travelled with a partner whilst over a quarter travelled with friends and/or relatives (27%) or travelled with their immediate family, i.e. parents and children (26%). Only 5% travelled alone. Not surprisingly, people aged 55 years and over were more likely to be travelling with their partner (52%). Nearly two thirds (60%) of visitors to Caloundra had no children aged 24 or under living with them. However when looking at lifecycle, taking into consideration age/marital status/children, the largest group was the parents with children segment (32%). When looking specifically at Queensland residents visiting Caloundra, the majority were parents with children at home (91%) and from the younger 15-34 age group (93%), whilst NSW visitors were more likely to be older non-workers (20%, compared with 10% overall) and business people (20%, compared with 10% overall). It is also important to note that just over a third (35%) of VFR Caloundra visitors were retirees/ pensioners.

Slide 26:CaloundraVisitor Profile

3% non-response

Slide 27:CaloundraVisitor Profile

Age (%) Gender (%) Marital Status (%) Children (%) Lifecycle Variable: Age, Marital Status, Employment (%) Q39. Are you single or part of a couple? Q36. What is your age? Q33/35. Do you currently have children aged 14 years or younger / 15-24 living with you for whom you are the parent / guardian? Those with Children (n=52) 0- 5 years 52% 6-14 years 46% A lifecycle variable was derived from age, marital status, whether a parent or not, work status and age of children (if any) living at home. 2% non response Base: Total Caloundra Respondents, n=228 1% non response

Slide 28:Caloundra Visitor Profile

Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158; Day Visitors, n=96; Overnight Visitors, n=132; Brisbane Visitors, n=78; Rest of QLD Visitors, n=52; Other Aust & OS Visitors, n=98

Slide 29:Caloundra Visitor Profile

Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158; Day Visitors, n=96; Overnight Visitors, n=132; Brisbane Visitors, n=78; Rest of QLD Visitors, n=52; Other Aust & OS Visitors, n=98

30

Slide 31:Why did they decide to visit Caloundra?

How familiar were they with the area? Where did they get their information about the destination? What alternatives were considered? What motivated them to action?

Slide 32:Caloundra Familiarity

Q12. / Q13a. Was this the first time you had visited Caloundra, including both day trips and overnight trips? Around eight out of 10 visitors, or 80% of Caloundra visitors had been to Caloundra before either for a day trip or an overnight trip. The level of repeat visits was high, with a quarter (25%) of all visitors, reporting having visited Caloundra five or more times in the past 12 months. Around 16% of people residing in the ‘Rest of Queensland’ had visited Caloundra more than 10 times in the past 12 months – the highest proportion out of all the subgroups of visitors. Number of Visits in Past 12 Months (%) Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158; Day Visitors, n=96; Overnight Visitors, n=132; Brisbane Visitors, n=78; Rest of QLD Visitors, n=52; Other Aust & OS Visitors, n=98

Slide 33:Sunshine Coast Why did they choose their destination?

Base: Total visitors to each destination: Caloundra, n=228; Maroochy Shire, n=176; Noosa Shire, n=204; Cooloola Shire, n=195 When compared to other Sunshine Coast destinations, primary reasons associated with visiting Caloundra were to visit family and that Caloundra was a convenient stop over. However there were many other secondary reasons for choosing to visit Caloundra, including a ‘variety of things to see and do’ and a ‘great place for a family holiday’. Q16a. Why did you choose <destination>?

Slide 34:Caloundra  Motivations for Trip

Q16a. Why did you choose Caloundra? / Q16b. Which of the following was the most important in choosing Caloundra? The most predominant reason for choosing Caloundra was ‘the variety of things to do and see’ (32%), a higher proportion of Brisbane residents (40%) also stated this as a reason to choose Caloundra compared to those living in the Rest of Queensland (26%). Nearly a quarter (24%) of Brisbane visitors also chose Caloundra for the beach experience whilst only 3% of people from the Rest of Qld indicated the beach as a reason. When asked which was the most important reason for choosing Caloundra, ‘to visit friends’ was the most important motivation at 10%. Following closely was ‘to spend time with my partner’ (9%), ‘to visit family’ (9%) and ‘a variety of things to see and do’ (9%). Note: Reasons >7% for Total Caloundra Visitors not shown Base: Total Caloundra Respondents, n=228: Brisbane Visitors, n=78; Rest of QLD Visitors, n=52; Other Aust & OS Visitors, n=98

Slide 35:Caloundra  Motivation for Trip (cont.)

Of Overnight visitors, 37% said that one of the reasons they chose Caloundra was that ‘it is a great place to spend time with my partner’. 31% said also said that ‘there’s a variety of things to see and do’ (31%). A further 28% mentioned ‘good deals on accommodation’. The most commonly mentioned reasons why Holiday visitors chose Caloundra included ‘a variety of things to see and do’ (42%), ‘it is a great place to spend time with my partner’ (28%), followed by ‘to visit a specific attraction,’ and ‘it’s a great place for a family holiday’ (23% respectively). Reasons >7% for Total Caloundra Visitors not shown Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158; Day Visitors, n=96; Overnight Visitors, n=132 Q16a. Why did you choose Caloundra? / Q16b. Which of the following was the most important in choosing Caloundra?

Slide 36:Caloundra VFR as a Motivation

Respondents who reported visiting friends or relatives as a reason (not necessarily the main purpose of their trip) for going to Caloundra were asked whether they would have visited Caloundra if their friends or relatives weren’t there. Nearly half (49%) of VFR respondents reported that they would have visited Caloundra anyway. Respondents in the Holiday visitor segment were more likely than the VFR segment to report they would have visited Caloundra anyway (69% versus 35% respectively). Q17. At the time of planning this trip would you have gone to Caloundra for this trip if your friends or relatives weren't there? Base: Those that reported VFR as the most important reason for visiting, n=68: VFR Visitors, n=39; Holiday Visitors, n=27; Day Visitors, n=21; Overnight Visitors, n=47 Proportion (%) Who Would/Wouldn’t have Visited Caloundra if Friends/Relatives Weren’t There Note: Sample sizes were too small to report on Brisbane, Rest of QLD, Other Aust &OS visitor segments.

Slide 37:CaloundraInformation Sources

Q19. Before leaving home, which of the following information sources did you use to obtain information for this trip to Caloundra? Past experience and having friends or relatives were the most common sources of information for visitors. The internet was used by around one fifth of all respondents (21%) and used by nearly a quarter (24%) of Holiday visitors, significantly higher than VFR visitors (5%). Typically Holiday visitors used more sources of information than VFR visitors. In particular, 17% of Holiday visitors used travel books, guides or brochures compared to 9% of VFR visitors. In addition, 13% of Holiday visitors accessed a tourist office / visitor information centre in order to obtain information for their trip to Caloundra. Sources Used to Obtain Information (%) Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158

Slide 38:Caloundra Competition

Nearly three quarters (74%) of all visitors to Caloundra didn’t consider an alternative destination. Those visiting friends and relatives were least likely to consider an alternative destination (7% compared with 25% of Holiday visitors), as VFR was a primary reason for choosing Caloundra. Those respondents who had considered an alternative destination were asked where else they had considered. The main competitive destinations to Caloundra were other areas on the Sunshine Coast and the Gold Coast. Whether Considered an Alternative Destination to Caloundra (%) Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158; Day Visitors, n=96; Overnight Visitors, n=132; Brisbane Visitors, n=78; Rest of QLD Visitors, n=52; Other Aust & OS Visitors, n=98 / Base: Total who considered an alternative destination, n=28 Q15a. In planning this trip, was an alternative destination to Caloundra considered? / Q15b. Where else did you consider going?

39

Slide 40:CaloundraThe Trip

What was the main purpose of the trip? When did they decide to visit? Did they book the trip, and how? How did they get to the region? How much did they spend?

Slide 41:CaloundraMain Purpose of Trip

Q1. What was the main purpose of this trip? The main reason for visiting Caloundra was for leisure or a holiday (67%), followed by visiting friends and relatives (22%). Only a small proportion visited for business (2%). Respondents aged 55 years and older were more likely to be visiting friends and relatives (34%) when compared with 22% Caloundra visitors overall. Whereas respondents aged 35 to 54 were more likely to be in Caloundra for a holiday or leisure (79% compared with 67% for the average of all Caloundra visitors). Brisbane and ‘Other Australia’ travellers were more likely to visit for holiday or leisure (74% and 87% respectively compared with 67% for total Caloundra visitors). People travelling alone were more likely to be visiting friends and family (46%) compared with 22% of all Caloundra visitors. Main Purpose of Trip (%) Base: Total Caloundra Respondents, n=228

Slide 42:CaloundraTiming

Q14. When was the decision made to visit Caloundra? The majority of respondents did very little forward planning in terms of deciding to visit Caloundra, with 58% of all respondents only deciding to visit Caloundra the week or day they were due to leave for their trip, or during their trip. VFR visitors were most likely to plan 2-3 weeks in advance (34% compared with 18% of the total sample). Whilst, as expected, Overnight visitors had longer lead times for their decision. When Decision to Visit Caloundra Was Made (%) 1% while on the road/after we left home 1% Don’t Know Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158; Day Visitors, n=96; Overnight Visitors, n=132; Brisbane Visitors, n=78; Rest of QLD Visitors, n=52; Other Aust & OS Visitors, n=98

Slide 43:Caloundra Bookings

Base: Total Caloundra Respondents, n=228 Booking for Trip (%) Booking Made Through… (%) % The majority (56%) of visitors to Caloundra didn’t make a booking for their trip to Caloundra. When a booking was made prior to the trip, it was mainly through accommodation providers (16%). . Q22. Prior to your trip, did you yourself make any bookings for the trip with…? Tick as many as apply / Q23. Prior to your trip did you make any bookings for the trip on the internet? Note: Multiple bookings can be made

Slide 44:CaloundraInternet Booking

Q24. What did you book on the Internet? Did you book… Base: Made a booking on the Internet, n=63 Of those who made a booking before visiting Caloundra, 52% used the Internet to make at least one booking. Of those who made a booking using the Internet, accommodation was the most common booking (69%). Booking air travel using the Internet was also popular (37%). Reason for Internet Booking (%) Note: Multiple bookings can be made

Slide 45:CaloundraLength of Stay

Q2. How many nights did you stay in Caloundra during this trip? Two-thirds (66%) of all respondents were visiting Caloundra on a day trip. Eleven percent of all Caloundra visitors stayed in Caloundra for 2 nights or between 3 – 6 nights respectively. Base: Total Caloundra Respondents, n=228 Length of Stay in Caloundra (%)

Slide 46:CaloundraLength of Stay in Caloundra

Of the respondents who stayed in Caloundra for at least one night, the average length of stay was 4.8 nights. People in the 55 plus age bracket stayed on average 6.3 nights in Caloundra, much longer than people in the 15-34 age bracket, who on average stayed in Caloundra for 2.7 nights. People from interstate and overseas were also more likely to have a longer stay in Caloundra (8.3 nights) when compared to intrastate visitors. Base: Stayed at least one night in Caloundra, n=132 Q2. How many nights did you stay in Caloundra during this trip? Mean Number of Nights Spent in Caloundra Age Overall Satisfied Visitors Region Reason Visitor

Slide 47:Caloundra Total Trip Number of Nights Away

Nearly half (49%) of all visitors to Caloundra were away from home for at least one night and the average number of nights away from home was 9.4.days for the total trip. As a proportion, respondents who stayed at least one night away from home, spent just on half of their time in Caloundra. Q3. In total, how many nights did you stay away from home for your entire trip? Base: Total Caloundra Respondents, n=228 Length of Stay Away From Home (%)

Slide 48:Caloundra Total Trip Number of Nights Away

Base: Stayed at least one night away for entire trip, n=157 NOTE: this can include day trip visitors to the destination where surveyed Q3. In total, how many nights did you stay away from home for your entire trip? Not surprisingly, interstate and Overseas visitors averaged the longest number of nights away from home (18.1 nights). Although Queenslanders spent less time away in total, they spent a greater proportion of their nights in Caloundra when compared to all visitors: Brisbane respondents spent 83% of their total number of nights away at Caloundra. ‘Rest of Qld’ respondents spent 61% of their total trip nights away at Caloundra. Mean Number of Nights Away from Home Age Overall Satisfied Visitors Region Visitor Reason

Slide 49:Caloundra  Transport & Accommodation

Q4. What type of accommodation did you mainly use in Caloundra? Staying with friends and relatives was the most popular type of accommodation used, followed by renting a house/apartment/unit/holiday flat (not serviced on a daily basis) and then staying in a luxury hotel/resort. Caravan Park or commercial camping ground was more popular amongst the 55 years and older group (21% vs.11% overall). Almost all (87%) of Caloundra visitors used their own transport in order to get to Caloundra. Base: Respondents who spent at least one night in Caloundra, n=132 Main Type of Accommodation (%) % Q10. What was the main form of transport that you used to get to Caloundra? Base: Total Caloundra Respondents, n=228

Slide 50:Sunshine Coast Visitors Places Visited

Caloundra 31% Witta/Maleny 18% Glass House Mountains 16% Maroochydore 43% Fraser Island/Hervey Bay 9% Noosa 45% Coolum 24% Eumundi 31% Mooloolaba 36% Nambour 12% Montville 22% Mary Valley 18% Tin Can Bay 9% Rainbow Beach 11% Gympie 18% Places most visited by Sunshine Coast visitors overall included Noosa (45%), Maroochydore (43%), Mooloolaba (36%), Caloundra and Eumundi (31% respectively). Base: Total visitors to each destination, n=803: Caloundra, n=228; Maroochy Shire, n=176;Noosa Shire, n=204; Cooloola Shire, n=195. NOTE – this analysis has been carried out at the Sunshine Coast level as sample sizes at the destination level were too small to be reliable Q6. On this trip to <destination>, which of the following places did you visit? Please look at the map to recall your journey.

Slide 51:Sunshine Coast ‘Private Motor Vehicle Visitors’ Places Visited

Caloundra 33% Witta/Maleny 19% Glass House Mountains 16% Maroochydore 42% Fraser Island/Hervey Bay 7% Noosa 41% Coolum 24% Eumundi 31% Mooloolaba 37% Nambour 13% Montville 23% Mary Valley 8% Tin Can Bay 10% Rainbow Beach 11% Gympie 19% Base: Total private motor vehicle visitors to each destination, n=620. Note – private vehicle has been defined as anyone who indicated they used the following forms of transport at Q5. - Private / own vehicle (car, truck, motorbike) / company car / Rented / Hire vehicle / Motor home/campervan/towing a caravan) Q6. On this trip to <destination>, which of the following places did you visit? Please look at the map to recall your journey. Given the large proportions of Sunshine Coast visitors who used their car to get to their destination, the places visited by private motor vehicle users didn’t differ substantially to the overall Sunshine Coast with the exception of Mary Valley.

Slide 52:Sunshine Coast ‘Public Transport Visitors’ Places Visited

Caloundra 17% Witta/Maleny 8% Glass House Mountains 14% Maroochydore 51% Fraser Island/Hervey Bay 18% Noosa 63% Coolum 24% Eumundi 34% Mooloolaba 32% Nambour 9% Montville 17% Mary Valley 6% Tin Can Bay 4% Rainbow Beach 13% Gympie 12% Q6. On this trip to <destination>, which of the following places did you visit? Please look at the map to recall your journey. When looking at the travel patterns of public transport visitors, the picture was somewhat different. Nearly two thirds (63%) of public transport visitors went to Noosa and 51% to Maroochydore. Whilst just on a third visited Mooloolaba (32%). In addition, when compared to the Sunshine Coast overall, public transport visitors were twice as likely to visit Fraser Island / Hervey Bay than general Sunshine Coast visitors (18% compared with 9% respectively). Base: Total public transport visitors to each destination, n=181. Note – public transport has been defined as anyone who indicated they used the following forms of transport at Q5. - Air transport / Bus Coach / Railway / Other)

Slide 53:Sunshine Coast VisitorsTime Spent on Visit

Base: Total visitors to each destination, n=803: Caloundra, n=228; Maroochy Shire, n=176;Noosa Shire, n=204; Cooloola Shire, n=195. NOTE – this analysis has been carried out at the Sunshine Coast level as sample sizes at the destination level were too small to be reliable NOTE: RESPONDENTS COULD HAVE MORE THAN ONE STOP AT EACH DESTINATION

Slide 54:Sunshine Coast VisitorsTime Spent on Visit (cont.)

Base: Total visitors to each destination, n=803: Caloundra, n=228; Maroochy Shire, n=176;Noosa Shire, n=204; Cooloola Shire, n=195. NOTE – this analysis has been carried out at the Sunshine Coast level as sample sizes at the destination level were too small to be reliable NOTE: RESPONDENTS COULD HAVE MORE THAN ONE STOP AT EACH DESTINATION

Slide 55:CaloundraActivities

Q7. On this trip to Caloundra, which of the following activities did you undertake? Please mark all that apply… Base: Total Caloundra Respondents, n=228: Brisbane Visitors, n=78; Rest of QLD Visitors, n=52; Other Aust & OS Visitors, n=98 Over three quarters (77%) of all Caloundra visitors said they had just walked or drove around / took in the sights / general sightseeing. Other popular activities included, but not limited to, shopping (49%) and eating out at a hotel/restaurant/clubs (46%). Interestingly, visitors from the Rest of Qld were far more likely to go shopping (63%) when compared to Caloundra visitors in general (49%). Whilst a significant proportion of Brisbane residents went to markets (29%), they were less likely to than Caloundra visitors in general (36%). Further, going to markets was a favoured activity by interstate and overseas residents, with 43% participating in this activity. Note: Activities >7% for Total Caloundra Visitors not shown

Slide 56:CaloundraActivities (cont.)

Q7. On this trip to Caloundra, which of the following activities did you undertake? Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158; Day Visitors, n=96; Overnight Visitors, n=132 Overnight visitors to Caloundra were more likely to go shopping than Day visitors to Caloundra (81% compared with 33% respectively). Overnight visitors were also far more likely to go to the beach than Day visitors (51% compared with 24% respectively). Note: Activities >7% for Total Caloundra Visitors not shown

Slide 57:Sunshine Coast VisitorsAverage Spend

Sample size is less than 40 thus figures have not been reported = Caloundra had the lowest reported expenditure, driven by a number of people making low-spending day trips to Caloundra. It is important to note that the expenditure figures relate to spending at the specific location and that people could travel from one region to another for a day trip and not spend any money. Q18a-c. How much have you spent so far in <destination>, including any money paid before the trip, and excluding any package expenditure?/How much do you think you will spend in <destination>, for the remainder of your stay excluding any package expenditure? Again, this is expenditure for [you personally/your entire travel party] and please include all payments relevant to your visit whether by cash, EFTPOS, cheque, credit card or any other means./ So the total amount that you will spend here will be about $<sum>, is this about right? Base: Total visitors to each destination, n=803: Caloundra, n=228; the Maroochy Shire, n=176; the Noosa Shire, n=204; the Cooloola Shire, n=195.

58

Slide 59:Expectations & Satisfaction

What did they expect? Were their expectations met? How satisfied were they with aspects of the destination? How satisfied overall were they? What were they particularly happy or unhappy with?

Slide 60:Caloundra Visitor Expectations

Q18a. Which, if any, of the experiences listed below did you expect Caloundra to offer? Please tick as many as apply… Respondents were asked if they expected Caloundra to offer a series of travel experiences and if so whether these expectations were in fact met. The majority of visitors expected Caloundra to offer ‘relaxation and rejuvenation’ and ‘spend quality time with partner/friends/family’ (88% and 85% respectively). Caloundra was least likely to be associated with experiencing ‘Australian history’ with less than a quarter (23%) of respondents expecting this experience. Importantly, an ‘enjoyable nightlife & entertainment’ and ‘luxury and indulgence’ experiences were not highly associated with Caloundra (26% and 34% respectively). The lack of association with these two experiences could be of concern given their potential to encourage spend in the area. The following pages provide further detail on each of the expected experiences. Base: Total Caloundra Respondents, n=228 Visitor Expectations of What Caloundra Would Offer (% Yes)

Slide 61:Caloundra Top 6 Visitor Expectations

Q18a. Which, if any, of the experiences listed below did you expect Caloundra to offer? Please tick as many as apply… Brisbane visitors were most likely to expect ‘relaxation & rejuvenation (95%) at Caloundra and also to spend ‘quality time with partner/friends/family’ (92%). Visitor Expectations of What Caloundra Would Offer (% Yes) Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158; Day Visitors, n=96; Overnight Visitors, n=132; Brisbane Visitors, n=78; Rest of QLD Visitors, n=52; Other Aust & OS Visitors, n=98

Slide 62:Caloundra Top 6 Visitor Expectations (cont.)

Q18a. Which, if any, of the experiences listed below did you expect Caloundra to offer? Please tick as many as apply… Residents from Other Australia and Overseas were most likely to expect an ‘opportunity to tour around & explore’ in Caloundra (82%) whilst day visitors were most likely (68%) to expect ‘a nature based experience’. Visitor Expectations of What Caloundra Would Offer (% Yes) Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158; Day Visitors, n=96; Overnight Visitors, n=132; Brisbane Visitors, n=78; Rest of QLD Visitors, n=52; Other Aust & OS Visitors, n=98

Slide 63:Caloundra Top 6 Visitor Expectations (cont.)

Q18a. Which, if any, of the experiences listed below did you expect Caloundra to offer? Please tick as many as apply… With regard to ‘good shopping’, the largest proportion expecting this experience were from the Rest of Qld. Whilst for a ‘food and wine’ experience, nearly two thirds (64%) of Holiday visitors and Brisbane visitors alike expected this experience. Visitor Expectations of What Caloundra Would Offer (% Yes) Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158; Day Visitors, n=96; Overnight Visitors, n=132; Brisbane Visitors, n=78; Rest of QLD Visitors, n=52; Other Aust & OS Visitors, n=98

Slide 64:CaloundraMet Expectations

Q18b. Indicate how well Caloundra met this expectation. Base: Caloundra Respondents who expected experience Overall Caloundra delivered on expectations. The experiences that particularly exceeded expectations were centred around quality ‘family time’ (60%), ‘kids’ enjoyment’ (58%) and ‘relaxation and rejuvenation’ (51%). The proportion of people who felt that an experience was worse than expected was very low. Six percent of visitors reported that ‘shopping’ and ‘adventure’ experiences were either somewhat/much worse than expected. Degree to Which Caloundra Met Expectations (%) %s in brackets = respondents who expected the experience

Slide 65:Caloundra Importance of Experiences

Q25. Again, thinking about your most recent trip to Caloundra, how important or unimportant was: Base: Total Caloundra Respondents, n=228 The ‘local atmosphere’ was rated as the most important aspect to visitors; followed by ‘public amenities’ and a ‘variety of things to see and do.’ Over a third (37%) of visitors to Caloundra rated ‘personal safety and security’ as very important. Aspects such as ‘local transport’, ‘tours’ and ‘entertainment/nightlife’ were not rated as important to visitors. Please note this chart does not add to 100% as it excludes Neither important nor unimportant/Not important/Not at all important. Importance of Experiences (%)

Slide 66:Caloundra Overall Satisfaction

Q27. Overall, how satisfied or dissatisfied were you with your experience at Caloundra? There were high levels of overall satisfaction amongst visitors to Caloundra, with 94% either Very or Fairly Satisfied. There was little difference across subgroups on overall satisfaction levels. However 7% of interstate and overseas residents did indicate that they were very dissatisfied with their experience in Caloundra overall. 1% Fairly dissatisfied 1% Fairly dissatisfied Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158; Day Visitors, n=96; Overnight Visitors, n=132; Brisbane Visitors, n=78; Rest of QLD Visitors, n=52; Other Aust & OS Visitors, n=98 Overall Satisfaction with Caloundra (%)

Slide 67:Caloundra Overall Satisfaction compared with DVS Norms

Overall Satisfaction (%) Satisfaction with Caloundra overall was high, as was satisfaction with the Sunshine Coast overall and all other destinations included in the DVS normative database. Caloundra visitors were slightly more likely to indicate that they were either very satisfied (55%) or fairly satisfied (39%) than the DVS average (52% very satisfied / 36% fairly satisfied). Q27. Overall, how satisfied or dissatisfied were you with your experience at <destination>? Base: Total visitors to each destination: Caloundra, n=228; Maroochy Shire, n=176; Noosa Shire, n=204; Cooloola Shire, n=195. / Base: DVS Norms from 11 destinations

Slide 68:CaloundraSpecific Elements of Satisfaction

Total Fairly/Very dissatisfied Total Fairly/Very satisfied Base: Total Caloundra Respondents, n=228 % Q26. And how satisfied or dissatisfied were you with … Overall, people were satisfied with their experiences in Caloundra. Nearly all (87%) visitors were either fairly or very satisfied with the ‘local atmosphere' and ‘roads’. The ‘friendliness of locals’ and ‘personal safety and security’ also rated extremely highly with 85% of all visitors being satisfied with these aspects. Whilst there was limited dissatisfaction reported, there was some dissatisfaction with ‘car park facilities’ (8%), the ‘current level of development’ (8%), ‘public amenities’ and ‘signage’ (7% respectively). These elements of dissatisfaction have been reinforced by the verbatim responses (please refer to Appendix 4) to the question, ‘What else about Caloundra were you particularly unhappy with on your recent visit?’. Please note this chart does not add to 100% as it excludes Neither satisfied nor dissatisfied and Not Applicable responses. Specific Elements of Satisfaction with Caloundra (%)

Slide 69:CaloundraSpecific Elements of Satisfaction

Q26. And how satisfied or dissatisfied were you with … Base: Total Caloundra Respondents, n=228 Given the high levels of satisfaction overall, it appears on further exploration, that over half of the visitors were very satisfied with ‘the beach’ (58%), ‘local atmosphere’ (53%) ‘national parks/natural attractions’ (51%). Please note this chart does not add to 100% as it excludes Neither satisfied nor dissatisfied/Fairly dissatisfied/Very Dissatisfied and Not Applicable responses. Specific Elements of Satisfaction with Caloundra (% Very Satisfied / % Fairly Satisfied)

Slide 70:Caloundra Specific Elements of Satisfaction vs DVS Norms

Base: Total Caloundra Respondents, n=228 / Base: DVS Norms from 11 destinations When compared to the DVS satisfaction norms, Caloundra is performing above average on ‘food and beverages’. Further, whilst there were some level of dissatisfaction reported with the roads in Caloundra, when compared to DVS norms, people visiting Caloundra had far higher levels of satisfaction with ‘roads’. Caloundra performed lower than average on ‘commercial accommodation' and ‘local transport’. Q26. And how satisfied or dissatisfied were you with …chart continued overleaf Specific Elements of Satisfaction with Caloundra Compared to DVS Norms (%)

Slide 71:Caloundra Specific Elements of Satisfaction vs DVS Norms (cont.)

Specific Elements of Satisfaction with Caloundra Compared to DVS Norms (%) Base: Total Caloundra Respondents, n=228 / Base: DVS Norms from 11 destinations

Slide 72:Caloundra Satisfaction vs Importance

Base: Total Caloundra Respondents, n=228 Q25. Again, thinking about your most recent trip to Caloundra, how important or unimportant was… (very important/important/neither important nor unimportant/ not important/not at all important) /Q26. And how satisfied or dissatisfied were you with … (very satisfied/fairly satisfied/ neither satisfied nor dissatisfied/fairly dissatisfied/very dissatisfied). IMPORTANCE (Mean Scores) SATISFACTION (Mean Scores) Through plotting the mean ratings against satisfaction scores and important scores for the range of experiences measured, this identified that the important experiences ‘personal safety and security’, and ‘local atmosphere’ had correspondingly high levels of satisfaction and importance.

Slide 73:Were Caloundra visitors satisfied with the things that were important?

With regard to levels of satisfaction compared with attributes deemed important, Caloundra as a destination performed very well. ‘Local atmosphere’ rated particularly highly and consistently in terms of both satisfaction and importance, as did ‘personal safety and security’. Satisfaction vs Importance (%) Q25. Again, thinking about your most recent trip to Caloundra, how important or unimportant was… (very important/important/neither important nor unimportant/ not important/not at all important) /Q26. And how satisfied or dissatisfied were you with … (very satisfied/fairly satisfied/ neither satisfied nor dissatisfied/fairly dissatisfied/very dissatisfied). Base: Total Caloundra Respondents, n=228

Slide 74:How did the less important aspects rate?

For most of the less important attributes, satisfaction still rated more highly than importance, with the exception of ‘car park facilities’ which were deemed slightly more important than satisfactory. The factors that rated below 60% for satisfaction also rated relatively low on the importance scale, i.e. the factors people were less satisfied with were also rated as less important. Such factors included, ‘tours’, ‘local transport’, ‘entertainment/nightlife’, ‘commercial accommodation’ and ‘the current level of development’. Satisfaction vs Importance (%) Base: Total Caloundra Respondents, n=228 Q25. Again, thinking about your most recent trip to Caloundra, how important or unimportant was… (very important/important/neither important nor unimportant/ not important/not at all important) /Q26. And how satisfied or dissatisfied were you with … (very satisfied/fairly satisfied/ neither satisfied nor dissatisfied/fairly dissatisfied/very dissatisfied).

Slide 75:CaloundraAdditional Likes and Dislikes

28% of respondents recorded additional positive aspects regarding their recent visit to Caloundra such as: A relaxed and laid back atmosphere that allowed people to unwind. The scenic and natural beauty of the region. Good food and quality restaurants. The beaches. People are friendly and helpful. The range of activities and things to do. Cleanliness of public places and standard of amenities. Tasteful developments that are in-keeping with the local atmosphere. Lack of high-rises A small town atmosphere that is homely, unspoilt and not too crowded. Family destination that has children’s facilities including playgrounds. National parks and hinterland including the rainforests. Only 12% of respondents mentioned they were unhappy with something on their recent trip to Caloundra, such as: Increase amount of parking. Upgrade some public amenities. Overdevelopment / development needs to be minimised. Reduce traffic congestion. Cheaper eating out. More public transport. Q30. What else about Caloundra were you particularly happy with on your recent visit?/ Q31. What else about Caloundra were you particularly unhappy with on your recent visit? Base: Total Caloundra Respondents, n=228 Please refer to the Appendices to review verbatim comments

Slide 77:Caloundra Loyalty

Slide 78:How loyal were Caloundra visitors?

Slide 79:Caloundra Commitment (12 months)

Q28a. How likely are you to return to Caloundra in the next 12 months? Commitment levels were high, with 86% of respondents reporting that they were either ‘Extremely likely’ or ‘Likely’ to return to Caloundra in the next 12 months. Nearly two thirds (62%) of Brisbane visitors to Caloundra said they were ‘Extremely likely’ to return to Caloundra in the next 12 months. Whilst just over half (51%) of people from the Rest of Qld were ‘Likely’ to return to Caloundra. Just on a third (32%) of VFR visitors thought it was ‘Extremely likely’ that they would return to Caloundra in the next 12 months. Not surprisingly, only 14% interstate and overseas travellers were ‘Extremely likely’ to return to Caloundra in the next 12 months. Likelihood of Returning to Caloundra in Next 12 Months (%) Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158; Day Visitors, n=96; Overnight Visitors, n=132; Brisbane Visitors, n=78; Rest of QLD Visitors, n=52; Other Aust & OS Visitors, n=98

Slide 80:Sunshine Coast Commitment (12 months)

When looking at the Sunshine Coast overall, 80% of all visitors stated they were either ‘Extremely likely’ or ‘Likely ‘ to return to the Sunshine Coast in the next 12 months. Interestingly, just on half (51%) of First time visitors to the Sunshine Coast reported it was either ‘Extremely likely’ or ‘Likely’ that they would return to the Sunshine Coast in the next 12 months, substantially lower than the 85% of Past visitors planning on visiting again. Q28a. How likely are you to return to the <destination> in the next 12 months? Likelihood of Returning to the Sunshine Coast in Next 12 Months (%) Base: Total Caloundra Respondents, n=228 , Total Sunshine Coast Visitors, n= 799, First time visitors to the Sunshine Coast, n=198, Past visitors to the Sunshine Coast, n=601 (excludes non response)

Slide 81:Caloundra Advocacy

Q29. How likely are you to recommend Caloundra to other people as a destination to visit? Likelihood of Recommending Caloundra to Other People (%) Base: Total Caloundra Respondents, n=228: VFR Visitors, n=49; Holiday Visitors, n=158; Day Visitors, n=96; Overnight Visitors, n=132; Brisbane Visitors, n=78; Rest of QLD Visitors, n=52; Other Aust & OS Visitors, n=98

Slide 82:Caloundra Advocacy vs DVS Norm

Base: Total Caloundra Respondents, n=228 / Base: DVS Norms based on 11 destinations Likelihood of Recommending to Other People (%) Advocacy levels, or the likelihood of recommending, was higher for Caloundra visitors (94%) when compared to the DVS Norms (88%). Q29. How likely are you to recommend <destination> to other people as a destination to visit?

83

Slide 84:Recruitment Questionnaire

Slide 85:Recruitment Questionnaire

Slide 86:Recruitment Questionnaire

Slide 87:Recruitment Questionnaire

Slide 88:Recruitment Questionnaire

Slide 89:Recruitment Questionnaire Maps

Map 1 Map 2

Slide 90:Recruitment Questionnaire Showcards

Showcard 1 Showcard 2

Slide 91:Caloundra Main Questionnaire

Slide 92:Caloundra Main Questionnaire

Slide 93:Caloundra Main Questionnaire

Slide 94:Caloundra Main Questionnaire

Slide 95:Caloundra Main Questionnaire

Slide 96:Caloundra Main Questionnaire

Slide 97:Caloundra Main Questionnaire

Slide 98:Caloundra Main Questionnaire

Slide 99:Caloundra Main Questionnaire

Slide 100:Caloundra Main Questionnaire

Slide 102:Code Frames

CODE FRAME Q15b WHERE ELSE DID YOU CONSIDER GOING? 01 Gold Coast 02 03 04 05 Brisbane 06 Sunshine Coast/other destinations on Sunshine Coast (various) 07 Bribie Island 08 Noosa/Noosa Heads/Noosaville 09 Port Douglas 10 11 12 13 14 15 Byron Bay/Byron Shire 16 Coolangatta/Tweed Heads 17 18 Far North Queensland/Cairns/Townsville 19 20 Tasmania 40 Overseas destinations (various) 96 Don’t know 97 Nowhere else 98 Other mentions CODE FRAME EXTENSION Q16A WHY DID YOU CHOOSE DESTINATION 18 Climate/winter sun 19 Intend moving here/relocating/check out real estate 20 Own unit/apartment here/check on rental property 21 Play golf 22 Excellent restaurants 23 Curiosity/sight seeing/a possible holiday destination CODE FRAME EXTENSION Q18A WHICH, IF ANY, OF THE EXPERIENCES LISTED BELOW DID YOU EXPECT <DESTINATION> TO OFFER? 15 Warm weather/sunshine CODE FRAME EXTENSION Q32A IN WHICH STATE OR TERRITORY DO YOU RESIDE (OR COUNTRY)? 10 New Zealand 11 United Kingdom Code frame for all destinations

Slide 103:Q30 What else about <destination> were you particularly happy with on your recent visit?

01 Relaxed/laid back atmosphere/ambience/able to unwind 02 Tranquil/peaceful/quiet 03 Felt safe/secure 04 05 Not too crowded/busy 06 07 08 Diversity of area/something for everyone 09 Heritage attractions/history 10 Scenery/natural beauty/the views 11 Native flora/fauna 12 National Parks/ the hinterland/rainforests 13 14 The beaches 15 Walkway development/boardwalks 16 17 The sunsets 18 19 20 The weather/climate 21 22 New roads/excellent roads/infrastructure 23 Public transport system/the buses/frequent service 24 Can walk to most places/within walking distance 25 Lack of high rise development 26 Tasteful development/in-keeping/limitations to development 27 Small town/village atmosphere/homely/unspoilt 28 Family destination/family holiday 29 Range of activities/things to do 30 31 Affordable/value for money 32 Our accommodation/standard of accommodation 33 Restaurants/places to eat/good food 34 The shopping/shopping experience 35 The markets/Sunday markets/farmers market 36 Cleanliness/clean public areas 37 Children's facilities/playgrounds/play areas 38 Standard of public amenities/facilities 39 40 Friendly/helpful people/take genuine interest 41 Informative/helpful staff at Visitor Information Centre 42 43 44 45 Whole experience/everything/want to come back 46 Always liked it here/will continue to visit 96 Don’t know 97 Nothing/none 98 Other mentions Code frame for all destinations

Slide 104:Q31 What else about <destination> were you particularly unhappy with on your recent visit?

01 Amount of recent development/increased development/overdevelopment 02 Threat of further development 03 Proposed dam 04 05 The weather/rain 06 Lack of activities in wet weather/need wet weather suggestions/amenities 07 08 Selection/quality of restaurants/food 09 Price of dining out/meals/food 10 11 12 Accommodation/standard/options 13 14 15 Late night noise 16 Undesirable element/youths/people hanging around public areas 17 Lack of night life for younger people 18 19 20 Over commercialism 25 ‘Touristy’ shopping/tacky 26 27 Local people a little unfriendly/unhelpful 28 Attitude/service provided by shop/restaurant staff 29  30 Lack of parking 31 Traffic congestion/snarls 32 Road signs/unclear/confusing/lack of signage 33 34 Price of petrol 35 36 Lack of public transport 37 38 39 40 Some public amenities in need of upgrade/could be cleaner 41 Lack of public amenities/toilets 42 43 44 45 Restricted access to National Parks 46 47 48 49 50 Prices/expensive place to visit 96 Don’t know 97 Nothing disliked 98 Other mentions  Code frame for all destinations

Slide 106:Q1 What was the main purpose of this trip?

Includes all open ended responses from Caloundra – note blanks in the first column labelled ’Code’ means that the code remains in other

Slide 107:Q7 On this trip to Caloundra, which of the following activities did you undertake?

Includes all open ended responses from Caloundra – note blanks in the first column labelled ’Code’ means that the code remains in other

Slide 108:Q15b Where else did you consider going?

Includes all open ended responses from Caloundra – note blanks in the first column labelled ’Code’ means that the code remains in other

Slide 109:Q16a Why did you choose Caloundra?

Includes all open ended responses from Caloundra – note blanks in the first column labelled ’Code’ means that the code remains in other

Slide 110:Q16a Why did you choose Caloundra? Cont…

Includes all open ended responses from Caloundra – note blanks in the first column labelled ’Code’ means that the code remains in other

Slide 111:Q18a Which, if any, of the experiences listed below did you expect Caloundra to offer?

Includes all open ended responses from Caloundra – note blanks in the first column labelled ’Code’ means that the code remains in other

Slide 112:Q19 Before leaving home, which of the following information sources did you use to obtain information for this trip to Caloundra?

Includes all open ended responses from Caloundra – note blanks in the first column labelled ’Code’ means that the code remains in other

Slide 113:Q30 What else about Caloundra were you particularly happy with on your recent visit?

Includes all open ended responses from Caloundra – note blanks in the first column labelled ’Code’ means that the code remains in other

Slide 114:Q30 What else about Caloundra were you particularly happy with on your recent visit? Cont…

Includes all open ended responses from Caloundra – note blanks in the first column labelled ’Code’ means that the code remains in other

Slide 115:Q30 What else about Caloundra were you particularly happy with on your recent visit? Cont…

Includes all open ended responses from Caloundra – note blanks in the first column labelled ’Code’ means that the code remains in other

Slide 116:Q31 What else about Caloundra were you particularly unhappy with on your recent visit?

Includes all open ended responses from Caloundra – note blanks in the first column labelled ’Code’ means that the code remains in other

Slide 117:Q31 What else about Caloundra were you particularly unhappy with on your recent visit? Cont…

Includes all open ended responses from Caloundra – note blanks in the first column labelled ’Code’ means that the code remains in other