Weymouth and Portland Visitor Survey - Visit Dorset

2012
Weymouth and Portland Visitor
Survey
27 th July ‐ 11 th August 2012
Image courtesy of dorsetforyou.com
Prepared by the Market Research Group at Bournemouth University
1

Contents
Introduction 3
Section 1: Decision to visit the area 5
Section 2: Perceptions of visit and area 14
Section 3: Type of visitor 26
Section 4: Staying visitors 28
Section 5: Visitor economic spend 31
Section 6: Visitor profile 33
Section 7: Summary 40
Section 8: Conclusion 43
Section 9: Recommendations 44
Appendix 1: Questionnaire and summary results
Appendix 2: Economic spend by visitor group
Appendix 3: Profile of Olympic first time visitor
2

Introduction
The Economy group of Weymouth and Portland partnership commissioned the Market
Research Group at Bournemouth University to undertake a survey of visitors to the Borough
during the Olympic Sailing events. The purpose of the study was to see the profile of visitors
to the area, their perception of the area, and how much they were spending in the area
during their visit.
The Market Research Group
The Economy group commissioned the Market Research Group (MRG) at Bournemouth
University to undertake this research. MRG has been working with Local Authorities and
tourist providers in Dorset for over ten years and aims to be a key independent resource for
the provision and interpretation of local and national market intelligence, and social trends.
MRG offers expertise, experience and advice tailored to suit the information needs of
individual clients. Further bespoke data analysis and the production of longitudinal data is
available on request.
Methodology
This report analyses and explores the results from the Weymouth and Portland visitors’
survey 2012. Fieldwork commenced on Friday 27 July through to Saturday 11 August 2012
and was conducted face to face with randomly selected visitors on location (in primary
locations in Weymouth town centre) by qualified researchers. Completed questionnaires
were delivered to the Market Research Group’s data entry suite. The closed responses were
scanned and the open ended responses were manually data entered and coded. The data
file was then cleaned and quality checked using ISO guidelines, and is stored in adherence
to the Data Protection Act 1998.
Previous research
The Market Research Group has previously undertaken visitor surveys in Weymouth and
Portland, the last one of which was undertaken in 2009. Wherever possible comparisons will
be made.
Sample Size and Statistical Validity
A sample size of 691 was achieved. A sample of 691 implies that the results are
representative of the visitor population to within ± 3.73% at the 95% confidence level (i.e.
there is only 1 chance in 20 of the margin of error contained within the results to be greater
than 3.73%). This is a strong sample size to provide Weymouth and Portland with a robust
evidence base for most analysis. Further, more detailed analysis by variables (or subgroups)
will require those smaller populations to be representative of the larger visitor population
from which the sample is taken. This is unlikely in these circumstances and therefore caution
needs to be taken when analysing by variables that have a smaller population associated
with them.
3

Weymouth and Portland events
Qualified interviewers collected responses around the following events which were taking
place on or near Weymouth seafront. Interviews were conducted between 12pm and 7pm
through the fieldwork period.
The Weymouth Bayside Festival
The Weymouth Bayside Festival was a ticketed festival run by a private company. The
company running the festival went into administration during the Olympic sailing events on
Friday 3 August which meant the festival did not run for the entirety of the Olympic period.
Weymouth and Portland Live Site
The Live Site was located on Weymouth Beach and visitors could watch Olympic events for
free on two giant 60 ft screens.
The Sports Arena
The Sports Arena was located on Weymouth beach and offered a range of free sports
including sailing, kayaking, wheelchair basketball and volleyball.
The Weymouth Sea Life Tower
The Weymouth Sea Life Tower is an observation deck, 174 foot high, which opened in time
for the Olympic sailing events.
Technical notes
Sample size and sub set size – The total base sample for each question can be found to
the bottom left of the graph (labelled BASE:). When questions have been analysed by
demographic information or key driver questions the sub set sample size will be found in
brackets next to individual labels within the graph/table.
Average calculations - Some questions in this report have been analysed by mean, mode
or median values. Here is a brief explanation of these terms
Mean – provides the average score. The mean is the sum of all the numbers divided by the
total number in the sample.
Median – The median is the middle point at which there are equal number of data points
whose value lies above and below the median value.
Mode- Is the value/number which appears most often in a set of numbers.
4

Section 1: Decision to visit the area
Just over one fifth of respondents (21%) said that the Olympic sailing events were their sole
reason for visiting Weymouth. Just under two fifths stated that the sailing events were their
main reason for visiting. 40% of respondents would have visited Weymouth on that day
regardless of the sailing events.
Figure 1: Role of Olympic sailing events in decision to visit (%)
I had never heard of the sailing events before my visit
1%
I knew of the sailing events but it played no role in my
decision to visit
39%
It was my main reason for visiting
38%
It was my sole reason for visiting
21%
BASE: 673
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
5

To explore this further it is important to look at the break down of visitors who stated that
their ‘sole’ purpose for visiting Weymouth and Portland was the Olympic sailing events. Age
and Gender did not have a significant effect on participant’s stating that their purpose for
visiting Weymouth and Portland was ‘solely’ the Olympics. However, male respondents were
more likely to say the Olympic sailing events were their ‘sole reason for visiting’ as were
respondents aged 55 – 64 and 18 – 34. Additionally, there was only 1% difference between
the responses of those visiting with or without children in terms of the sailing events being
the ‘sole’ reason for visiting the area.
Figure 2: Role of Olympic sailing events in decision to visit
‘My sole reason for visiting’ by age and gender and visiting with children (%)
55 ‐ 64 (107)
18 ‐ 24 (32)
Male (247)
25 ‐ 34 (75)
Children (272)
No children (332)
All (673)
45 ‐ 54 (124)
65 ‐ 74 (97)
Female (394)
35 ‐ 44 (149)
75 + (26)
14%
20%
20%
19%
22%
21%
21%
21%
23%
23%
25%
28%
0% 5% 10% 15% 20% 25% 30%
BASE: VARIED AS LABELLED
6

Visitors on a day trip were significantly more likely to state that the Olympic sailing events
were their sole reason for visiting the area (27%) compared to staying visitors (14%). Half of
the staying visitors surveyed (50%) would have visited the area regardless of the Olympic
sailing events taking place. To ascertain whether their was a significant effect on staying
visitor numbers in Weymouth and Portland further research with accommodation providers
about visitor numbers may provide more clarity.
Figure 3: Role of Olympic sailing events in decision to visit
by day / stay visitor (%)
I had never heard of the sailing events
before my visit
3%
0%
I knew of the sailing events but it
played no role in my decision to visit
It was my main reason for visiting
47%
32%
35%
41%
Stay (299)
Day (359)
It was my sole reason for visiting
14%
27%
0% 10% 20% 30% 40% 50%
BASE: VARIED AS LABELLED
7

One of the main theories which needs to be explored is whether the sailing events in
Weymouth and Portland attracted a new type of visitor. To start to unravel this it is first
important to analyse visitors’ frequency of visit to the area.
Frequency of visit
Respondents were asked how often they visited the Weymouth and Portland area. 17% of
respondents stated that it was their first visit to the area. Just over one third (35%) said that
they visited the area more than once a year, 18% said they visited about once a year and
18% that they visited every few years. Just over one tenth (12%) of the sample stated that
they lived in the area. Yearly visitations may suggest seasonal variation for some tourists -
and therefore those core 12% who live locally may have different intentions and motivators
to visit out of season.
Figure 4: Frequency of visit to Weymouth and Portland (%)
40%
35%
35%
30%
25%
20%
17%
18% 18%
15%
12%
10%
5%
0%
This is my first
visit
More than
once a year
About once a
year
Every few
years
I live here
BASE: 666
When frequency of visit is analysed by purpose of visit no significant differences are
apparent. Nearly two thirds (64%) of first time visitors to the area stated that the sailing
events were their ‘sole’ or ‘main’ reason for visiting Weymouth and Portland. Just over half
(55%) of those visitors who visit the area more than once a year stated the sailing events
were their ‘sole’ or ‘main’ reason for visiting. Two thirds of visitors (66%) who visit either
‘once a year’ or ‘every few years’ stated that the sailing events were their ‘sole’ or ‘main’
purpose for visiting the area.
8

Figure 5: Frequency of visit by purpose of visit (%)
This is my
first visit
(113)
More than
once a year
(228)
About once a
year (119)
Every few
years (117)
I live here
(77)
It was my sole reason for visiting 27% 16% 24% 26% 16%
It was my main reason for visiting 37% 39% 41% 41% 36%
I knew of the sailing events but it
played no role in my decision to visit
I had never heard of the sailing
events before my visit
60%
50%
40%
30%
20%
10%
0%
31% 45% 34% 32% 48%
5% 0% 1% 2% 0%
BASE: VARIED AS LABELLED
Olympic ‘sole’/ ‘main’ reason for visiting and first time visitor’s profile
From the overall sample, 10% of visitors stated that it was their first visit to the area and that
the Olympic Sailing events were their ‘sole’ or ‘main’ reason for visiting. The profile of these
visitors can be explored further to see whether they are likely to return to the area, whether
they will be advocates of the area and the type of people that they are.
82% of this type of visitor state that they are either ‘very likely’ or ‘quite likely’ to return to the
area again. 42% had a positive view of the area prior to visiting. 76% of these visitors said
that their opinion of Weymouth and Portland was now ‘higher’ or ‘much higher’ having visited
during the Olympic sailing events.
When prior perceptions of the area and perceptions of the area having visited during the
Olympic sailing events is analysed the results are encouraging. Not one visitor from this
profile group stated that their opinion of the area was lower than before. The key opinions to
look at are those visitors who had a neutral view of the area before to see how their
perceptions have changed. 92% of visitors from this profile who had a previously neutral
perception of the area now state that their opinion of the area is ‘much higher’ or ‘higher’
than before.
9

Table 1: Prior and post visit perceptions
‘first time visitors to Weymouth whose ‘main’/’sole’ reason for visiting was the
Olympic Sailing events.
I now have
a much
higher
opinion of
the area
I now have
a higher
opinion of
the area
My opinion
of the area
has
remained
the same
My opinion
of the area
is lower
than before
the sailing
events
My opinion
of the area
is much
lower than
before the
sailing
events
Total
I had a very positive view of the area 50% 10% 40% 0% 0% 100%
I had a positive view of the area 10% 40% 50% 0% 0% 100%
I had a neutral view of the area 46% 46% 7% 0% 0% 100%
I had a negative view of the area 0% 100% 0% 0% 0% 100%
I had a very negative view of the area 0% 100% 0% 0% 0% 100%
Don't know / no opinion 45% 45% 9% 0% 0% 100%
Total 35% 41% 24% 0% 0% 100%
BASE: 71
For more information about this profile of visitor please see appendix 3. Only future research
and visitor surveys which monitor visitor profile, purpose of visit and motivation to visit
beyond 2012 will fully establish whether Weymouth and Portland has attracted new visitors
to the area.
10

Specific events
Respondents were asked which events and/or areas they had accessed during their visit.
59% had visited the live site on the seafront; one third had visited the Bayside Festival and
29% had visited the sports arena. One quarter stated that they visited an ‘other’ area. The
‘other’ areas mentioned by respondents were the town centre and shops, the
harbour/quayside and Hope Square, beach, pier and Nothe Gardens in the non-ticketed
area. It is worth referring to the introduction which has a description of each of the
events/areas.
Figure 6: which events/areas have you visited during your visit? (%)
70%
60%
59%
50%
40%
30%
20%
34%
29%
20%
26%
10%
0%
The
Weymouth
Bayside
Festival
Weymouth
and Portland
Live Site
The Sports
Arena
The
Weymouth Sea
Life Tower
Other
BASE: 631
11

Respondents aged 18 – 54 were more likely to visit the ‘Live Site’ compared to those aged
55 and over. Respondents aged 25 – 54 were more likely to visit the ‘Sports Arena’. This
group was also most likely to be visiting with children. Respondents aged 65 and over were
more likely to visit the ‘Sea Life Tower’ compared to other age groups.
Figure 7: which events/areas have you visited during your visit?
by age group (%)
80%
70%
60%
50%
40%
30%
20%
10%
0%
The
Weymouth
Bayside
Festival
Weymouth
and
Portland
Live Site
The Sports
Arena
The
Weymouth
Sea Life
Tower
Other
18 ‐ 24 (29) 28% 66% 3% 17% 38%
25 ‐ 34 (68) 41% 65% 40% 12% 19%
35 ‐ 44 (141) 30% 67% 37% 17% 19%
45 ‐ 54 (119) 43% 68% 33% 21% 22%
55 ‐ 64 (99) 38% 54% 16% 20% 28%
65 ‐ 74 (96) 29% 51% 24% 30% 35%
75 + (23) 43% 22% 26% 26% 52%
18 ‐ 24 (29)
25 ‐ 34 (68)
35 ‐ 44 (141)
45 ‐ 54 (119)
55 ‐ 64 (99)
65 ‐ 74 (96)
75 + (23)
BASE: VARIED AS LABELLED
12

Respondents who were visiting the area with children were significantly more likely to visit
the ‘Sports Arena’. Respondents without children in their party were significantly more likely
to visit the Bayside festival.
Figure 8: which events/areas have you visited during your visit?
by visiting with children (%)
70%
60%
63%
57%
50%
40%
30%
20%
10%
40%
30%
44%
16%
19%
22%
Children (257)
No children (314)
0%
The Weymouth
Weymouth and Portland
Bayside Live Site
Festival
The Sports
Arena
The
Weymouth
Sea Life
Tower
BASE: VARIED AS LABELLED
13

Section 2: Perceptions of visit and area
The vast majority of respondents (97%) rated their time spent in Weymouth and Portland as
‘very good’ or ‘good’.
Figure 9: How would you rate your time spent in Weymouth and Portland today? (%)
Very good
63%
Good
34%
Neither good nor poor
Poor
Very poor
Don't know / no opinion
3%
0%
0%
0%
0% 10% 20% 30% 40% 50% 60% 70%
BASE: 680
Female respondents, respondents aged 55 and over and respondents visiting the area
without children were more likely to rate their day as ‘very good’ compared to other visitors.
The only significant difference observed when this question is analysed by demographic
information is that significantly more females than males rated the time spent in Weymouth &
Portland as ‘very good’.
Figure 10: How would you rate your time spent in Weymouth and Portland
today? ‘Very good’ by age/gender/visiting with children
75 + (25)
Female (397)
65 ‐ 74 (101)
55 ‐ 64 (106)
No children (334)
All (680)
45 ‐ 54 (124)
25 ‐ 34 (75)
Children (276)
18 ‐ 24 (31)
35 ‐ 44 (152)
Male (251)
67%
66%
64%
63%
63%
61%
60%
60%
58%
58%
56%
76%
0% 10% 20% 30% 40% 50% 60% 70% 80%
BASE: VARIED AS LABELLED
14

No significant differences were found when ‘time spent in Weymouth and Portland’ is
analysed by the event and areas respondents had visited. 69% of respondents who visited
the Weymouth Sea Life Tower rated the time they spent in Weymouth and Portland as ‘very
good’, 63% of respondents who had visited the Weymouth and Portland ‘Live Site’ rated
their day as ‘very good’. This suggests that what people actually visited did not affect their
perception of the visit and the area. This is positive for overall enjoyment of the area and
suggests that ratings of time spent in Weymouth & Portland were not affected by the specific
area visited, and that all areas contributed to an enjoyable experience.
Figure 11: How would you rate your time spent in Weymouth and Portland today?
‘Very good’ by event/areas visited
70%
69%
69%
69%
68%
67%
66%
65%
65%
66%
64%
63%
63%
62%
61%
60%
59%
The Weymouth
Bayside Festival
Weymouth and
Portland Live Site
The Sports Arena
The Weymouth
Sea Life Tower
Other
BASE: 631
15

Respondents were asked about their perceptions of Weymouth and Portland before visiting
the area during the Olympic sailing events. More than three quarters of respondents (78%)
stated that they had a positive view of Weymouth and Portland prior to attending the sailing
events. Again this is positive for the area as it suggests that Weymouth and Portland is
attractive to repeat visitors, somewhat independently of the Olympic Games (even though
participants enjoyed the events).
Figure 12: Perception of area prior to visiting during the Olympics (%)
I had a very positive view of the area
43%
I had a positive view of the area
35%
I had a neutral view of the area
15%
I had a negative view of the area
3%
I had a very negative view of the area
0%
Don't know / no opinion
3%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
BASE: 680
When prior views about the area are analysed by demographics the only significant
difference highlighted is between visitors aged 75 and over and visitors aged 35 - 44.
Visitors aged 75 and over are significantly more likely to have had a ‘very positive’ view of
the area prior to visiting during the sailing events compared to those visitors aged 35 - 44.
However, it is important to note that only 4% of visitors were over 75yrs old and sample size
is small for this.
16

Figure 13: Perceptions of Weymouth and Portland prior to visiting the Olympics
I had a ‘very positive’ view by age/gender and visiting with children (%)
75 + (26)
55 ‐ 64 (106)
65 ‐ 74 (102)
45 ‐ 54 (125)
No children (336)
Male (250)
18 ‐ 24 (32)
All (680)
Female (399)
Children (276)
25 ‐ 34 (75)
35 ‐ 44 (150)
32%
49%
46%
45%
45%
44%
44%
43%
42%
40%
40%
65%
0% 10% 20% 30% 40% 50% 60% 70%
BASE: VARIED AS LABELLED
17

Staying visitors had a significantly more positive view of Weymouth and Portland prior to
attending the sailing events. Staying visitors were more likely to state ‘I had a very positive
view of the area’ compared to those who were on a day trip from home. Visitors who were on
a day trip were more likely to say they had ‘a positive view of the area’ prior to attending the
sailing events.
Figure 14: Perception of area prior to visiting the Olympics
By day / stay visitors (%)
60%
50%
40%
30%
20%
10%
0%
37%
50%
I had a very
positive view
of the area
40%
30%
I had a
positive view
of the area
15%
15%
I had a
neutral view
of the area
5%
1% 1% 2%
5%
0%
I had a
negative view
of the area
I had a very
negative view
of the area
Don't know /
no opinion
Day (362)
Stay(301)
BASE: VARIED AS LABELLED
Just under half of respondents’ (48%) opinions of Weymouth and Portland improved after
visiting the area for the Olympic sailing events, just over half (51%) stayed the same. Again,
this is a good indication of the value of Weymouth and Portland as a tourist destination
before the Olympic Games, even though the games have had a positive impact on public
perceptions of the area as a tourist destination.
Figure 15: Perceptions of Weymouth and Portland after visiting the Olympic sailing
events (%)
0% 10% 20% 30% 40% 50% 60%
I now have a much higher opinion of the
area
I now have a higher opinion of the area
22%
26%
My opinion of the area has remained
the same
My opinion of the area is lower than
before the sailing events
My opinion of the area is much lower
than before the sailing events
1%
1%
51%
BASE: 681
18

When visitor’s opinions of Weymouth and Portland after visiting the sailing events is
analysed by the different demographic groups no significant differences are highlighted.
However, it is worthy of note that visitors aged 18 – 24 and 35 – 44 were more likely to say
that they now have a higher opinion of the area. Female visitors and respondents visiting
without children were also more likely to say they now have a higher opinion of the area after
visiting during the Olympic sailing events. Given their higher enjoyment overall, this is not to
imply that having children at the Olympic sailing events marred visitors’ experience of what
was being provided.
Figure 16: Perceptions of Weymouth and Portland after visiting the Olympic sailing
events (%)
‘Higher opinion of area’ by age/gender/visiting with children
18 ‐ 24 (32)
35 ‐ 44 (151)
Female (399)
55 ‐ 64 (106)
25 ‐ 34 (76)
No children (334)
All (681)
Male (251)
Children (279)
45 ‐ 54 (125)
65 ‐ 74 (101)
75 + (25)
36%
56%
54%
50%
50%
50%
48%
48%
47%
47%
45%
44%
0% 10% 20% 30% 40% 50% 60%
BASE: VARIED AS LABELLED
Visitors aged 65 and above are less likely to say that they have a higher opinion of
Weymouth and Portland since visiting the area during the Olympic sailing events. It is worth
noting that satisfaction levels in this group are already good for the area.
When analysing whether visitors’ perceptions of the area had changed as a result of
attending the sailing events it is essential to re-visit visitors’ original perceptions of the area.
Only 24 visitors (4%) from the sample had a negative view of the area before attending the
sailing events. Of these 24 visitors 75% (18 visitors) said that they either now had ‘a much
higher opinion’ or ‘a higher opinion’ of the area (highlighted below in green). Five visitors
who had previously had a negative opinion of the area said that their opinion remained the
same (highlighted below in orange). One visitor who had previously had a negative view of
the area stated that their opinion of the area having attended the sailing events ‘was much
lower than before’ (highlighted below in red).
What is more, when looking at the perceptions of those visitors who had a neutral view of the
area prior to attending the sailing events, 71% of these visitors had a higher opinion of the
area after attending the sailing events (highlighted below in green), 28% still had a neutral
19

view of the area (highlighted below in amber) and 2% had a more negative view of the area
(highlighted below in red). This clearly demonstrates the positive influence of the Games on
participants’ opinions of the area.
When looking at the perceptions of respondents who had a positive view of the area prior to
attending the sailing events (combining those who said ‘I had a very positive view of the
area’ and ‘I had a positive view of the area’), 41% state that they now have an even higher
opinion of the area (highlighted below in green). Just over half (57%) state that their opinion
of the area remains the same (highlighted below in orange) and only 1% said that they now
have a more negative view of the area (highlighted below in red).
20

Figure 17: Perceptions of Weymouth and Portland before and after attending sailing events (%)
70%
60%
50%
40%
30%
20%
10%
0%
I had a very
positive view of
the area (288)
I had a positive
view of the area
(241)
I had a neutral
view of the area
(101)
I had a negative
view of the area
(22)
I had a very
negative view of
the area (2)
Don't know / no
opinion (22)
I now have a much higher opinion of the area 24% 13% 31% 27% 0% 36%
I now have a higher opinion of the area 16% 30% 40% 50% 50% 36%
My opinion of the area has remained the same 59% 55% 28% 18% 50% 27%
My opinion of the area is lower than before the sailing
events
My opinion of the area is much lower than before the
sailing events
1% 1% 1% 0% 0% 0%
0% 0% 1% 5% 0% 0%
BASE: VARIED AS LABELLED
21

The vast majority of respondents stated that they would be ‘very likely’ or ‘likely’ to visit
Weymouth and Portland again in the future.
80%
70%
73%
Figure 18: Likelihood of repeat visit (%)
60%
50%
40%
30%
20%
10%
0%
23%
2% 1% 2%
Very likely Quite likely Quite unlikely Very unlikely Don't know
BASE: 674
When the likelihood of respondents making a repeat visit is analysed by key demographic
information no significant differences are noted. However, visitors aged 65 and over are
slightly more likely to state that they are ‘very likely’ to visit again, as are respondents who
visited the area without children. Visitors aged 35 - 44 are less likely to say that they are
‘very likely’ to visit the area again.
Figure 19: Likelihood of repeat visit (%)
‘Very likely’ by gender/age/visiting with children
75 + (24)
65 ‐ 74 (100)
No children …
45 ‐ 54 (123)
18 ‐ 24 (31)
25 ‐ 34 (76)
All (674)
Female (393)
Male (250)
Children …
55 ‐ 64 (107)
35 ‐ 44 (149)
79%
76%
76%
74%
74%
73%
73%
72%
71%
70%
68%
88%
0% 20% 40% 60% 80% 100%
BASE: VARIED AS LABELLED
22

Whether a visitor is on a day trip from home or is a staying visitor does not have an impact
on their likelihood to visit the area again. 97% of those on a day trip and 94% of those on a
staying trip are likely to visit the area again. 1% of those on a day trip and 4% of those on a
staying trip are unlikely to visit the Weymouth and Portland area again.
Figure 20: Likelihood of repeat visit (%)
by type of visitor
80%
70%
74%
71%
60%
50%
40%
30%
20%
23%
23%
Day trip from home (353)
Staying visitor (303)
10%
0%
Very likely
Quite
likely
1% 3%
0% 1% 2% 2%
Quite
unlikely
Very
unlikely
Don't
know
BASE: VARIED AS LABELLED
23

When the likelihood of a repeat visit is analysed by a visitor’s frequency of visit, 86% of respondents who were on their first visit to Weymouth
and Portland stated that they were likely to visit the area again. 99% of those who visited Weymouth and Portland more than once a year were
likely to visit again, 98% of those who visit approximately once a year are likely to visit the area again and 93% of those who visit every few
years are likely to visit again. This indicates that repeat visits only enhance the likelihood of returning again, and is a motivating insight for local
tourist providers to maximise on the potential longer term impact of the Olympic and Paralympic Games in Weymouth and Portland.
Figure 21: Likelihood of repeat visit (%)
by frequency of visit
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
This is my first visit (113)
More than once a year
(227)
About once a year (120) Every few years (118) I live here (78)
Very likely 38% 91% 73% 57% 94%
Quite likely 48% 8% 25% 36% 6%
Quite unlikely 6% 0% 0% 3% 0%
Very unlikely 2% 0% 1% 1% 0%
Don't know 6% 0% 1% 4% 0%
BASE: VARIED AS LABELLED
24

An indubitable indicator of tourist satisfaction for Weymouth and Portland is that the vast
majority of visitors (97%) would recommend Weymouth and Portland to their friends and
family.
Figure 22: recommend the area to friends or family (%)
70%
65%
60%
50%
40%
30%
32%
20%
10%
0%
2% 0% 1%
Very likely Quite likely Quite unlikely Very unlikely Don't know
BASE: 676
Visitors aged 65 and over were more inclined to indicate that they were ‘very likely’ to
recommend the area to friends and family. Respondents visiting with no children and female
visitors also indicated they were ‘very likely’ to recommend the area to friends and family.
Figure 23 recommend the area to friends or family (%)
Very likely by gender/age and visiting with children
75 + (24)
65 ‐ 74 (100)
45 ‐ 54 (123)
No children (333)
18 ‐ 24 (30)
Female (394)
All (676)
Children (274)
35 ‐ 44 (151)
Male (252)
55 ‐ 64 (107)
25 ‐ 34 (76)
75%
72%
70%
67%
67%
66%
65%
65%
64%
62%
61%
58%
0% 10% 20% 30% 40% 50% 60% 70% 80%
BASE: VARIED AS LABELLED
25

Section 3: Type of visitor
Just over half of respondents (56%) were on a day trip from home whilst just under (44%)
were on a staying trip in the area.
Figure 24: What type of trip are you on? (%)
44% Day trip from home
56%
Staying visitor
BASE: 668
Visitors aged 18 – 34 and visitors over the age of 55 were more likely to be on a day trip
from home. Visitors aged 35 – 54 were more likely to be on a staying trip. Respondents
visiting the area without children were more likely to be on a day trip from home rather than
staying overnight.
Figure 25: What type of trip are you on? (%)
by visiting with children/gender/age group
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Children
(275)
No
children
(329)
Male
(246)
Female
(394)
18 ‐ 24
(32)
25 ‐ 34
(75)
35 ‐ 44
(148)
45 ‐ 54
(122)
55 ‐ 64
(107)
65 ‐ 74
(98)
Day trip from home 50% 61% 52% 58% 56% 61% 48% 43% 54% 71% 81%
Staying visitor 50% 39% 48% 42% 44% 39% 52% 57% 46% 29% 19%
75 +
(26)
BASE: VARIED AS LABELLED
26

Number of people in group
Respondents were asked how many people were in the immediate group they were visiting
with. The mean average group size was 3.87 people, the median group size was 3 and the
modal group size was 2. Visitors aged 25 – 44 have a greater group mean size compared to
visitors aged 45 and over. Whether twosomes, couples and groups are formed of romantic,
family or friendship ties may be worth investigating in further research for the area.
Table 2: Average group size by different visitor group
Type of visitor
Average group
size
All visitors 3.87
Day visitors (365) 3.41
Staying visitor (291) 4.40
Staying visitor (Weymouth and Portland) (218) 4.55
Staying visitor (outside of Weymouth and Portland) (73) 3.97
Visitor whose main or sole purpose for attending was the sailing
3.65
events. (391)
Visitor whose purpose for visiting the area was not the sailing events
4.09
(266)
Visitor likely to visit the area again (631) 3.89
Visitor unlikely to attend the area again (15)* 4.47
Visitor aged 18 - 24 (30) * 3.93
Visitor aged 25 - 34 (73) 4.27
Visitor aged 35 - 44 (150) 4.65
Visitor aged 45 - 54 (123) 3.69
Visitor aged 55 - 64 (106) 2.84
Visitor aged 65 - 74 (100) 3.84
Visitor aged 75 + (25) * 2.92
Visitors with children (275) 4.94
Visitors without children (329) 2.98
* Indicates small sample size
27

Section 4: Staying visitors
The majority of staying visitors (67%) had accommodation within Weymouth, 4% were
staying in Portland, and 9% were staying in West Dorset with Bridport, Lyme Regis and
Dorchester being the most popular places to stay within this subset. 7% of staying visitors
were based in Purbeck, with Wareham, Lulworth and Durdle Door being the most popular
places to stay within this subset. 4% of staying visitors were staying in the conurbation of
Poole and Bournemouth and 9% of visitors were staying elsewhere in other locations.
Figure 26: Where are you staying? (%)
80%
60%
40%
20%
0%
67%
4% 3% 1%
7% 9%
9%
0%
Weymouth Portland Poole Bournemouth Purbeck West Dorset North Dorset Other
BASE: 293
One third of staying visitors (34%) were staying in a camper van/mobile home/caravan/tent.
One fifth of staying visitors (20%) were staying with friends or family. Just over one tenth
(12%) were staying in a guest house/bed and breakfast and 7% were staying in hotels.
Figure 27 Type of accommodation (%)
40%
35%
34%
30%
25%
20%
20%
15%
10%
5%
7%
12%
7%
11%
4%
3% 2%
0%
Hotel
Guest
House /
Bed and
Breakfast
Self
catering
house, flat
or cottage
Static
caravan /
Chalet
Camper
van /
mobile
home /
caravan /
tent
Holiday
park
Home of a
friend or
relative
Second
home
Other
BASE: 297
28

Number of nights in the area
The mean average number of nights staying visitors spent in the area was 7.27. The median
and modal number of nights spent in the area was 7. The minimum number of nights spent
in the area was 1 and the maximum was 44. The table below shows the mean number of
nights analysed by location of stay. Caution needs to be taken when looking at the table
below due to the small sample size of some areas, for this reason results should be used as
indicative only. The mean number of nights for those visitors staying in Weymouth is 7.46.
Table 3: Mean number of nights by place of stay
Mean number of nights
Weymouth (189) 7.46
Portland (12) 6.67
Dorchester (8) 5.50
Poole (8) 6.50
Bournemouth (3) 12.33
Bridport (10) 6.90
Wareham (7) 8.29
Swanage (2) 9.00
Other (21) 5.52
Purbeck (12) 8.00
West Dorset (10) 5.40
North Dorset (2) 16.50
29

Cost of accommodation
The mean cost of accommodation per person was £25.06 per night. The median was £20.00
and the modal cost was £50.00 per person per night.
When the mean cost of accommodation is analysed by type of accommodation the mean
average cost for staying in a Guest House or Bed and Breakfast is £43.56 per person, per
night, for a hotel it is £41.66 per person, per night. The lowest mean average cost by type of
accommodation is £13.91 per person, per night for staying in a camper van / mobile home /
caravan or tent.
Table 4: mean cost of accommodation by type of accommodation
Type of accommodation
Mean cost per
person per night
Hotel (12) 41.66
Guest House / Bed and Breakfast (31) 43.56
Self catering house, flat or cottage (15) 35.51
Static caravan / Chalet (15) 28.48
Camper van / mobile home / caravan / tent (82) 13.91
Holiday park (7) 29.78
Other (2) 97.50
30

Section 5: Visitor economic spend
For every visitor to Weymouth and Portland a total of £23.24 per person was spent within the
local area, £2.51 was spent outside Weymouth and Portland but within Dorset, and £1.14
was spent outside of Dorset. The greatest amount of money was spent on food and drink
(£9.39) within the area followed by fares and petrol (£5.77) and durable goods (£2.23).
In Weymouth and
Portland
Mean spend per visitor
Outside Weymouth
and Portland but in
Dorset
Outside Dorset
Food and drink £9.39 £0.97 £0.34
Convenience goods £2.08 £0.15 £0.01
Durable goods £2.23 £0.28 £0.00
Entertainment and
£1.22 £0.20 £0.04
leisure
Visitor attractions £1.58 £0.14 £0.06
Fares and petrol £5.77 £0.75 £0.65
Other £0.97 £0.03 £0.04
Total average spend £23.24 £2.51 £1.14
A full break down of economic spends by different visitor types can be found in Appendix 2.
31

The table below shows the mean spend per person, in each of the different visitor groups,
and how much they spent in Weymouth and Portland, outside Weymouth and Portland but
within Dorset and outside of Dorset.
The types of visitors who spent the most in the Weymouth and Portland area during their
visit were:
• Visitors aged 25 - 34
• Visitors aged 55 - 64
• Visitors aged 45 – 54
• Visitors from socio economic groups B and C1
• Visitors staying in Weymouth and Portland
• Visitors without children in their visiting group
• Visitors who were not visiting because of the sailing events
• Visitors who are likely to return to the area again
Type of visitor
Table 5: Visitor expenditure
In
Weymouth
and
Portland
Outside
Weymouth
and
Portland but
in Dorset
Outside
Dorset
Total mean
spend
All visitors £23.24 £2.51 £1.14 £26.89
Day visitors £15.62 £0.72 £0.63 £16.97
Staying visitor £32.38 £4.67 £1.74 £38.79
Staying visitor (Weymouth and
Portland)
Staying visitor (outside of
Weymouth and Portland)
Visitor main or sole purpose for
attending was the sailing events.
Visitor whose purpose for visiting
the area was not the sailing
events
£36.76 £0.90 £0.86 £38.52
£22.55 £13.16 £3.78 £39.49
£21.09 £2.02 £1.43 £24.54
£26.55 £3.36 £0.80 £30.71
Visitor likely to visit the area again £23.61 £2.31 £1.12 £27.04
Visitor unlikely to attend the area £19.65 £8.61 £1.97 £30.23
again
Visitor aged 18 - 24 £17.23 £2.72 £1.47 £21.42
Visitor aged 25 - 34 £35.61 £0.88 £0.87 £37.36
Visitor aged 35 - 44 £18.70 £2.60 £0.87 £22.17
Visitor aged 45 - 54 £26.08 £2.52 £2.35 £30.95
Visitor aged 55 - 64 £26.81 £3.58 £1.06 £31.45
Visitor aged 65 - 74 £19.61 £0.97 £1.15 £21.73
Visitor aged 75 + £18.01 £0.28 £0.00 £18.29
Visitors with children £18.04 £3.12 £0.68 £21.84
Visitors without children £28.84 £2.29 £1.68 £32.81
Socio economic classification B £27.41 £5.03 £0.52 £32.96
Socio economic classification C1 £22.79 £2.39 £1.84 £27.02
Socio economic classification C2 £21.61 £1.44 £0.78 £23.83
Socio economic classification D £24.06 £0.93 £1.43 £26.42
32

Section 6: Visitor profile
Just under two fifths of the visitors surveyed were male (39%) and just over three fifths were
female (61%). This has changed slightly from the gender profile seen in the 2009 survey
where 55% were Male and 45% Female.
Figure 28: Gender of respondent
61%
39%
Male (253)
Female (402)
BASE: 655
One quarter of the sample was 35 – 44 years of age, which was the most common age
group.
Figure 29: Age of respondent
30%
25%
20%
25%
20%
17% 16%
15%
12%
10%
5%
5%
4%
0%
18 ‐ 24 25 ‐ 34 35 ‐ 44 45 ‐ 54 55 ‐ 64 65 ‐ 74 75 +
BASE: 622
33

When comparing the age profile of visitors between 2009 and 2012 there seems to have
been a slight increase in the number of visitors under the age of 44 and a decrease in those
aged between the ages of 45 – 74. If we refer back to respondents’ purpose for visiting the
area: visitors aged 18 – 34 were most likely to say their ‘sole’ reason for visiting was
because of the sailing events. More evidence as to whether the sailing events attracted
younger visitors or whether the overall visitor profile to Weymouth and Portland has changed
will be available once the Market Research Groups’ Dorset visitor survey 2012 report is
released at the end of this year.
Figure 30: Age of respondent 2009 / 2012
30%
25%
20%
25%
23%
22%
20%
17%
25%
18%
16%
15%
10%
5%
5%
2%
12%
9%
4%
2%
2012 (622)
2009 (129)
0%
18 ‐ 24 25 ‐ 34 35 ‐ 44 45 ‐ 54 55 ‐ 64 65 ‐ 74 75 +
BASE: VARIED AS LABELLED
Just fewer than half the sample (45%) was visiting the area with children in their group.
Figure 31: Respondents visiting with children
55%
45%
Children (280)
No children (338)
BASE: 618
34

The majority of visitors (80%) aged 35 - 44 were visiting the area with children. Visitors aged
over 55 were least likely to have visited with children in their group.
Figure 32: Age of respondent analysed by visiting the area with children
90%
80%
80%
70%
60%
50%
40%
38%
59%
53%
30%
20%
17% 19%
17%
10%
0%
18 ‐ 24
(32)
25 ‐ 34
(73)
35 ‐ 44
(146)
45 ‐ 54
(118)
55 ‐ 64
(106)
65 ‐ 74
(100)
75 + (24)
BASE: VARIED AS LABELLED
Respondents were asked the occupation of the main wage earner in their household. Their
response was then categorised into social economic groups.
Table 6: Socio – economic group
A
B
C1
C2
D
E
Market Research socio- economic groups
Higher managerial, administrative,
professional e.g. Chief executive, senior civil
servant, surgeon
Intermediate managerial, administrative,
professional e.g. bank manager, teacher
Supervisory, clerical, junior managerial e.g.
shop floor supervisor, bank clerk, sales
person
Skilled manual workers e.g. electrician,
carpenter
Semi-skilled and unskilled manual workers
e.g. assembly line worker, refuse collector,
messenger
Casual labourers, state pensioners,
unemployed e.g. pensioners without private
pensions and anyone living on basic benefits
35

Since 2009 there has been a slight increase in visitors in the A, D and E socio - economic
groups and a slight decrease in visitors from groups C1 and C2. The percentage of visitors
from socio - economic classification group B has remained constant. It is unknown if this has
changed within the last three years or whether the change applies specifically to the Olympic
visitor profile. This will be explored in more depth later in the year when the Market Research
Groups’ Dorset visitor survey 2012 report is released.
Figure 33: Occupation of main wage earner (%)
35%
30%
25%
20%
15%
21% 21%
32% 32%
29%
25%
20%
14%
2012 (565)
2009 (147)
10%
5%
0%
3%
1%
2%
0%
A B C1 C2 D E
BASE: VARIED AS LABELLED
36

Table 7: Visitor home post code analysis
Respondents were asked to supply their home postcode and this showed that one third
(33%) lived in Dorset and just over a quarter (26%) lived in one of Dorset’s neighbouring
counties (Devon, Somerset, Wiltshire or Hampshire).
County
Dorset 33%
Somerset 11%
Hampshire 6%
Wiltshire 5%
Devon 4%
West Midlands 4%
Berkshire 4%
Bristol 4%
Yorkshire 3%
Surrey 2%
London 2%
Oxfordshire 2%
Wales 2%
Nottinghamshire 2%
Essex 2%
Leicestershire 1%
Buckinghamshire 1%
Herefordshire 1%
Scotland 1%
East Sussex 1%
Gloucestershire 1%
Merseyside 1%
Northampton 1%
Derbyshire 1%
Lancashire 1%
Kent 1%
Bedfordshire 1%
Cornwall 1%
Cambridgeshire 1%
Other areas 3%
37

Table 8: Visitor home post code analysis (day visitor)
As would be expected the vast majority (85%) of visitors on a day trip were visiting either
from Dorset or one of the surrounding counties.
County
Day trip
Dorset 53%
Somerset 16%
Hampshire 6%
Devon 5%
Wiltshire 5%
Bristol 3%
Berkshire 2%
Other
9%
38

Table 9: Visitor home post code analysis (staying visitor)
Staying visitors to Weymouth and Portland during the Olympic sailing events travelled from
all over the UK.
County
Staying visitor
West Midlands 8%
Hampshire 7%
Berkshire 6%
Wiltshire 5%
Yorkshire 5%
Dorset 4%
Surrey 4%
Bristol 4%
Somerset 4%
Devon 4%
Oxfordshire 4%
Leicestershire 4%
Essex 4%
London 3%
Wales 3%
Nottinghamshire 3%
Buckinghamshire 2%
Gloucestershire 2%
Northampton 2%
Herefordshire 2%
Scotland 2%
Merseyside 2%
Lancashire 2%
East Sussex 2%
Derbyshire 2%
Kent 2%
Bedfordshire 2%
Cornwall 2%
Cambridgeshire 2%
Other
5%
39

Section 7: Summary of results
It is important to remember when concluding this research that the results represent opinions
from visitors to Weymouth town centre during the Olympic sailing events. The majority of
questionnaires were conducted near or within the Live Site, the Bayside Festival, the
esplanade and the harbour area. This survey would not have captured the views of many of
those spectators attending the sailing events at the official Olympic ticketed spectator site.
Section 1: Decision to visit the area
Three out of every five (59%) of the visitor sample stated that the Olympic sailing events
were their main reason for visiting the area. Visitors who were on a day trip from home were
more likely to say that the Olympic sailing events were their ‘sole’ reason for visiting the area
compared to those who were on a staying trip to the area.
There has been an increase in visitors aged between 18 – 34 when compared with the age
profile of respondents to the 2009 visitor survey. This age group were also more likely to say
that the Olympic sailing events were their ‘sole’ reason for visiting the area. Therefore, it is
possible that the Olympic sailing events have attracted a younger visitor profile to the area.
More information surrounding this will be available once the Dorset visitor survey 2012 report
is released at the end of this year. This will help evaluate whether the sailing events have
attracted a younger profile or whether the overall visitor population to Weymouth and
Portland has changed over time.
The limitations to this study mean that we cannot evaluate how many people who would
usually visit Weymouth and Portland did not do so because of the Olympic sailing events. To
estimate this the council would need to look at visitor numbers from previous years to see if
there was a difference in footfall because of the sailing events.
Section 2: Perceptions of the visit and of Weymouth and Portland
The vast majority of respondents (97%) rated their time spent in Weymouth and Portland
positively, while the remaining 3% felt neutral about their visit. As the majority of visitors
were positive about their visit it was important to look at the extent to which they were
positive about their visit to draw any differences between groups. Female visitors, visitors
over the age of 55 and respondents who were visiting without children were most likely to
rate the time they spent in Weymouth and Portland as ‘very good’.
Visitors were asked about their perception of Weymouth and Portland prior to visiting the
area during the Olympic sailing events. Just over three quarters (78%) had a positive view of
the area. Visitors aged 45 and over were more likely to view the area as ‘very positive’
compared to visitors under the age of 45. Visitors who were on a staying trip away from
home had a higher positive perception of the area compared to those on a day trip.
Nearly half of the visitors interviewed (48%) said that their opinion of the area was now
higher after visiting during the Olympic sailing events. Just over half (51%) said that their
opinion of the area had remained the same and only 2% said that their opinion was lower
than before their visit. Visitors aged 18 – 24 and 35 - 44 were more likely to have a higher
opinion of the area after visiting during the Olympic sailing events. Female respondents and
40

those visiting without children were also more likely to have a higher opinion of the area after
they had visited during the Olympic sailing events.
When looking at perceptions of the area after visiting compared to prior opinions of
Weymouth and Portland, it can be seen that for the small group of visitors who had a
negative prior perception, 75% of these said that they now had either ‘a much higher opinion’
or ‘a higher opinion’ of the area. For visitors who had a neutral view of the area prior to the
sailing events, 71% had a higher opinion after attending the events. Of those who had a
positive view of Weymouth and Portland prior to visiting the Olympic sailing events, 41%
state that they now have a higher opinion of the area.
Visits to Weymouth and Portland during the sailing events proved a good experience for the
majority of visitors and increased positive opinions of the area. The majority of those who
already felt positive either remained so or became more positive. The majority of those who
felt neutral or negative about the area now have a more positive view. Only 2% of the
sample stated that their opinion of the area was less positive.
The vast majority of visitors (96%) are likely to visit the Weymouth and Portland area again.
86% of respondents who said it was their first visit to the area stated that they are likely to
return. The vast majority of visitors (97%) would recommend the area to friends and family.
Section 3: Type of visitor
Just over half of respondents (56%) were on a day trip from home whilst the remainder
(44%) were staying in the area.
The average group size visiting the area was 3.87 people.
17% of visitors were visiting the Weymouth and Portland area for the first time. 12% of those
interviewed lived in the Weymouth and Portland area.
64% of visitors on their first trip to the area stated that the Olympic sailing events were their
‘main’ or ‘sole’ purpose for visiting.
Section 4: Staying visitors
The majority of staying visitors were based in Weymouth (67%). The mean number of nights
spent in the area was 7.27 and the mean cost of accommodation per person, per night was
£25.06.
41

Section 5: Economic spend
Visitors to Weymouth and Portland spent a total of £23.24 per person within the local area;
£2.51 was spent per person outside of the Weymouth and Portland area but within Dorset
and £1.14 per person was spent outside of Dorset. The majority of visitors spent most of
their money on food and drink and fares and petrol. Visitor groups who spent the most
during their visit to Weymouth and Portland were those aged 25 – 34 and 45 – 64. Visitors
who were not in the area because of the sailing events spent more than those who were
visiting for the sailing events. Visitors who are likely to return to the area spent more than
those unlikely to return.
Section 6: Visitor profile
Just under two fifths of the visitors surveyed were male and just over three fifths were
female. This has changed slightly from the gender profile of visitors from the 2009 survey
where 55% were male and 45% were female.
17% of the sample was aged 18 – 34, 45% was aged 35 – 54, 33% was aged 55 – 74 and
4% was aged 75 and over.
42

Section 8: Conclusion
Overall, respondents enjoyed their visit to Weymouth and Portland during the Olympic
sailing events. Most are likely to visit again, although we can not be certain how often and
when the repeat visit is likely to take place. The majority of visitors will also be advocates of
the area, with 97% likely to recommend the area to friends and family. Opinions regarding
Weymouth and Portland had improved as a result of visiting the area during the Olympic
sailing events for the majority of respondents.
The findings from this research suggest that Weymouth and Portland as a tourist destination
is successful in its “offer” to visitors who are attracted to the area year after year. This is
highlighted by the number of repeat visits and perceptions and enjoyment of the area.
Weymouth and Portland as a tourist destination may want to focus its efforts on the 10% of
the overall sample who were on their first visit to the area and whose main or sole reason for
visiting was the Olympic sailing events. What will make this 10% of visitors return to the
area for future visits? To answer this question it is essential to look at the visitor profile of this
group and think about the tourism “offer” to this type of visitor. Although the sample in this
research is relatively small it is still large enough to draw some indicative analysis.
This research shows that staying visitors from this group are significantly less likely to be
staying in the Weymouth area compared to the overall visitor profile. Weymouth and
Portland as a destination may want to think about their staying accommodation offer to this
group.
This group had a greater mean spend than the overall sample (£32.34 compared to £26.89)
of the total sample, but spent less in the Weymouth and Portland area compared to the
wider sample (£21.32 compared to £23.24 of the total sample). If this profile of visitor
actually stayed in the Weymouth and Portland area then it is inevitable that their spend in the
area would increase instead of being spent elsewhere in Dorset or further a field.
Just over half (54%) of this profile (first time visitors, specifically for the Olympics) were aged
35 – 54 and the profile of this visitor is slightly younger than the overall sample, with
significantly less people over the age of 65 compared to the wider sample. More information
about this group of visitor can be found in appendix 3.
43

Section 9: Recommendation
1.) Findings from this report will need to be considered in conjunction with feedback from
other mechanisms such as the media, feedback from businesses and future profiling
of Weymouth and Portland visitors to determine the long term effects of Weymouth
and Portland hosting the Olympic sailing events in 2012.
2.) To increase visitor spend in the Weymouth and Portland area should look to increase
what it offers or increase the promotion of what is offers to visitors aged 25 – 34, as
this research shows that visitors in this age profile spend more compared to visitors
in other age categories. Weymouth and Portland will need to think about and find
information on what types of activities and offers will attract this age group to the
area. It should also look to attract more visitors from B and C1 social economic
groups as the research shows visitors from these groups spend more money in the
local area.
3.) To increase the number of staying visitors to Weymouth and Portland (20% of
staying visitors were staying in accommodation elsewhere in Dorset) the partnership
may want to look in to what accommodation “offer” would appeal to those first time
visitors who were staying elsewhere in Dorset.
4.) Weymouth and Portland may want to concentrate its efforts on designing marketing
material for potential visitors from Wiltshire, Hampshire, Devon and Somerset as a
large proportion of visitors to Weymouth and Portland currently live in these areas.
However, this will not necessarily increase the proportion of visitors who will stay
overnight. Weymouth and Portland may wish to consider how it can turn day trips in
to staying trips for visitors living in these areas.
The top five locations where staying visitors live are the West Midlands, Hampshire,
Berkshire, Wiltshire and Yorkshire. More research at the end of the year (2012) will
be available to see if this is representative of the staying visitor population to
Weymouth and Portland.
44

Appendix 1 Questionnaire and topline results
Weymouth and Portland Visitor Questionnaire
We would be grateful if you could complete this short questionnaire and tell us about your trip to Weymouth and
Portland during the Olympic sailing events. This research is being undertaken on behalf of Weymouth and Portland
Borough Council.
Q1
What date did you visit Weymouth and Portland
during the Olympic sailing events? (If spending
more than one day here please enter the date of
your first day of visit) (dd/mm/yy)
Q7
How likely are you to visit Weymouth and
Portland again in the future?
(Please tick one option)
Very likely Quite likely Quite
Very unlikely Don't know
unlikely
73% 23% 2% 1% 2%
Q2
Q3
Q4
Q5
Q6
What role did the Olympic sailing events play in
your decision to visit Weymouth today?
(Please tick one option)
It was my sole reason for visiting ........................... 21%
It was my main reason for visiting.......................... 38%
I knew of the sailing events but it played no role in my
decision to visit .................................................. 39%
I had never heard of the sailing events before my visit 1%
Which events/areas have you visited during your
visit? (Please tick all that apply)
The Weymouth Bayside Festival ........................... 34%
Weymouth and Portland Live Site.......................... 59%
The Sports Arena ............................................... 29%
The Weymouth Sea Life Tower ............................. 20%
Other ............................................................... 26%
If other, please
state
Overall, how would you rate your time spent in
Weymouth and Portland today?
(Please tick one option)
Very good Good Neither Poor Very poor Don't know
good nor
/ no
poor
opinion
63% 34% 3% 0% 0% 0%
Prior to attending the Olympic sailing events in
Weymouth and Portland what was your opinion
of the area? (Please tick one option)
I had a very positive view of the area ..................... 43%
I had a positive view of the area ............................ 35%
I had a neutral view of the area ............................. 15%
I had a negative view of the area ........................... 3%
I had a very negative view of the area .................... 0%
Don't know / no opinion ....................................... 3%
Has visiting the Olympic sailing events changed
your opinion of Weymouth and Portland?
(Please tick one option)
I now have a much higher opinion of the area .......... 22%
I now have a higher opinion of the area .................. 26%
My opinion of the area has remained the same ........ 51%
My opinion of the area is lower than before the sailing
events .............................................................
My opinion of the area is much lower than before the
sailing events ....................................................
1%
1%
Q8
Q9
How likely are you to recommend the area to
friends or family? (Please tick one option)
Very likely Quite likely Quite Very unlikely Don't know
unlikely
65% 32% 2% 0% 1%
What type of trip are you on?
(Please tick one option)
Day trip from home .............................. 56%
Staying visitor..................................... 44%
Q10 Where are you staying? (Please tick one option)
Weymouth ................ 67% Purbeck .................... 7%
Portland ................... 4% West Dorset............... 9%
Poole ...................... 3% North Dorset .............. 0%
Bournemouth............. 1% Other ........................ 9%
If other please
state
Q11 What sort of accommodation are you staying in?
(Please tick one option)
Hotel................................................................ 7%
Guest House / Bed and Breakfast .......................... 12%
Self catering house, flat or cottage ......................... 7%
Static caravan / Chalet ........................................ 11%
Camper van / mobile home / caravan / tent.............. 34%
Holiday park...................................................... 4%
Home of a friend or relative .................................. 20%
Second home .................................................... 3%
Other ............................................................... 2%
Q12
If other please
state
How many nights do you intend to spend in the
area? (Please write the number in figures)
Mean 7.27
Q13 How many days do you intend to spend in
Weymouth and Portland?
(Please write the number in figures)
Mean 4.42

Q14 Please tell us the total amount your group will be
spending on accommodation during your stay in
the area (including meals at your
accommodation). (Please write figure in £s)
Mean value, per person, per night £25.06
Q15 Including yourself, how many people are in your
immediate party/group?
Mean 3.87
Q16 How often do you visit Weymouth and Portland? (Please tick one option)
This is my first visit More than once a year About once a year Every few years I live here
17% 35% 18% 18% 12%
Q17 Could you tell me approximately how much you and your immediate party spent in total or intend to spend
today as a result of your visit to Weymouth and Portland on the various items below? Mean spend
In Weymouth and Portland Outside Weymouth and Outside Dorset
Portland but in Dorset
Food and drink (excluding meals or accommodation) £9.39 £0.97 £0.34
Convenience goods (ice cream, sweets, postcards etc) £2.08 £0.15 £0.01
Durable goods (clothing, books, household items etc) £2.23 £0.28 £0.00
Entertainment and leisure (tickets / cinema etc) £1.22 £0.20 £0.04
Visitor attractions £1.58 £0.14 £0.06
Fares and petrol (including the cost of getting here) £5.77 £0.75 £0.65
Other costs (e.g. car parking, deckchair hire) £0.97 £0.03 £0.04
Q18 UK visitors please provide your postcode,
overseas visitors please provide your country of
origin.
Q19 Please tell us the occupation of the main wage
earner in your household?
Q20 Are you retired? (Please tick one option)
Yes .......................... 29% No ........................... 71%
Q21 Are you...? (Please tick one option)
Male ......................... 39% Female ..................... 61%
Q22 Please indicate your age. (Please tick one option)
18 - 24 ..................... 5% 55 - 64 ...................... 17%
25 - 34 ..................... 12% 65 - 74 ...................... 16%
35 - 44 ..................... 25% 75 + ......................... 4%
45 - 54 ..................... 20%
Q23 Including yourself, please indicate the number of
adults and children visiting with you today.
(Please tick one box for each row)
0 1 2 3 4 5 6 +
Adults 1% 13% 56% 12% 10% 4% 4%
Children (Under 16) 26% 24% 32% 10% 4% 1% 1%
Q24 Weymouth and Portland Borough Council would like to be able to contact you in the future with information
about future trips to the area. Please enter your email address below. This will be held securely by the council
and only used for their purposes.
Free Prize Draw
If you would like to be entered into a free prize draw for the chance of winning one of three prizes (1 x £100 voucher
and 2 x £50 voucher of your choice) please enter your details below. These will only be used to contact the winners of
the prize draw.
Q25 Name
Q26 Contact telephone number
Thank you for completing this questionnaire. Please either return back to the researcher or by
post by Friday 17 August in the freepost reply envelope supplied, to the Market Research Group
at Bournemouth University.

Appendix 2 Economic spend by different visitor type
For every one day visitor to Weymouth and Portland a total spend of £15.62 per person was
spent within the local area, £0.72 was spent outside of the Weymouth and Portland area but
within Dorset and £0.63 was spent outside of Dorset. The greatest amount of money was
spent on food and drink within the area followed by fares and petrol.
Mean spend per day visitor
In Weymouth and
Portland
Outside Weymouth
and Portland but in
Dorset
Outside Dorset
Food and drink £5.87 £0.25 £0.11
Convenience goods £1.40 £0.04 £0.00
Durable goods £1.40 £0.00 £0.00
Entertainment and
£0.97 £0.00 £0.00
leisure
Visitor attractions £1.13 £0.00 £0.00
Fares and petrol £4.13 £0.42 £0.52
Other £0.72 £0.01 £0.00
Total average spend £15.62 £0.72 £0.63
For every one staying visitor to Weymouth and Portland a total spend of £32.38 per person
was spent within the local area, £4.67 was spent outside of the Weymouth and Portland area
but within Dorset and £1.74 was spent outside of Dorset. The greatest amount of money was
spent on food and drink within the area followed by fares and petrol.
Mean spend per staying visitor
In Weymouth and
Portland
Outside Weymouth
and Portland but in
Dorset
Outside Dorset
Food and drink £13.61 £1.84 £0.61
Convenience goods £2.89 £0.29 £0.02
Durable goods £3.23 £0.61 £0.00
Entertainment and
£1.52 £0.44 £0.10
leisure
Visitor attractions £2.13 £0.30 £0.13
Fares and petrol £7.73 £1.14 £0.80
Other £1.27 £0.05 £0.08
Total average spend £32.38 £4.67 £1.74

For every one staying visitor actually staying in Weymouth and Portland a total spend of
£36.76 per person was spent within the local area, £0.90 was spent outside of the
Weymouth and Portland area but within Dorset and £0.86 was spent outside of Dorset. The
greatest amount of money was spent on food and drink within the area followed by fares and
petrol.
Mean spend per staying in Weymouth and Portland visitor
In Weymouth and Outside Weymouth Outside Dorset
Portland and Portland but in
Dorset
Food and drink £16.28 £0.29 £0.19
Convenience goods £3.37 £0.08 £0.00
Durable goods £3.39 £0.00 £0.00
Entertainment and
leisure
£1.71 £0.23 £0.00
Visitor attractions £2.35 £0.00 £0.10
Fares and petrol £8.33 £0.30 £0.46
Other £1.33 £0.00 £0.11
Total average spend £36.76 £0.90 £0.86
For every one staying visitor not staying in Weymouth and Portland a total spend of £22.55
per person was spent within the local area, £13.16 was spent outside of the Weymouth and
Portland area but within Dorset and £3.78 was spent outside of Dorset. The greatest amount
of money was spent on food and drink within the area followed by fares and petrol.
Mean spend per staying elsewhere visitor
In Weymouth and Outside Weymouth Outside Dorset
Portland and Portland but in
Dorset
Food and drink £7.60 £5.32 £1.56
Convenience goods £1.81 £0.76 £0.08
Durable goods £2.88 £1.98 £0.00
Entertainment and
£1.09 £0.90 £0.32
leisure
Visitor attractions £1.63 £0.99 £0.20
Fares and petrol £6.38 £3.04 £1.59
Other £1.16 £0.17 £0.03
Total average spend £22.55 £13.16 £3.78

For every one visitor whose main purpose was to visit Weymouth and Portland because of
the Olympic sailing events a total spend of £21.09 per person was spent within the local
area, £2.02 was spent outside of the Weymouth and Portland area but within Dorset and
£1.43 was spent outside of Dorset. The greatest amount of money was spent on food and
drink within the area followed by fares and petrol.
Mean spend per visitor whose main or sole purpose was to visit Weymouth and Portland
because of the sailing events
In Weymouth and Outside Weymouth Outside Dorset
Portland and Portland but in
Dorset
Food and drink £9.04 £0.71 £0.38
Convenience goods £1.90 £0.12 £0.00
Durable goods £1.63 £0.16 £0.00
Entertainment and
£1.01 £0.21 £0.05
leisure
Visitor attractions £1.45 £0.07 £0.02
Fares and petrol £5.10 £0.73 £0.91
Other £0.96 £0.02 £0.07
Total average spend £21.09 £2.02 £1.43
For every one visitor to Weymouth and Portland whose main purpose was not to visit the
Olympic sailing events a total spend of £26.55 per person was spent within the local area,
£3.36 was spent outside of the Weymouth and Portland area but within Dorset and £0.80
was spent outside of Dorset. The greatest amount of money was spent on food and drink
within the area followed by fares and petrol.
Mean spend per visitor whose purpose of visiting Weymouth and Portland was not because
of the sailing events
In Weymouth and Outside Weymouth Outside Dorset
Portland and Portland but in
Dorset
Food and drink £10.12 £1.41 £0.30
Convenience goods £2.36 £0.20 £0.03
Durable goods £3.11 £0.46 £0.00
Entertainment and
£1.57 £0.19 £0.04
leisure
Visitor attractions £1.74 £0.24 £0.13
Fares and petrol £6.64 £0.81 £0.30
Other £1.01 £0.05 £0.00
Total average spend £26.55 £3.36 £0.80

For every one visitor to Weymouth and Portland who is likely to visit the area again a total
spend of £23.61 per person was spent within the local area, £2.31 was spent outside of the
Weymouth and Portland area but within Dorset and £1.12 was spent outside of Dorset. The
greatest amount of money was spent on food and drink within the area followed by fares and
petrol.
Mean spend of visitor likely to visit the area again
In Weymouth and
Portland
Outside Weymouth
and Portland but in
Dorset
Outside Dorset
Food and drink £9.54 £0.87 £0.33
Convenience goods £2.12 £0.14 £0.01
Durable goods £2.25 £0.29 £0.00
Entertainment and leisure £1.26 £0.21 £0.05
Visitor attractions £1.61 £0.06 £0.06
Fares and petrol £5.88 £0.71 £0.67
Other £0.95 £0.03 £0.00
Total average spend £23.61 £2.31 £1.12
For every one visitor to Weymouth and Portland who is unlikely to visit the area again a total
spend of £19.65 per person was spent within the local area, £8.61 was spent outside of the
Weymouth and Portland area but within Dorset and £1.97 was spent outside of Dorset. The
greatest amount of money was spent on food and drink within the area followed by fares and
petrol.
Mean spend per visitor who are unlikely to visit the area again.
In Weymouth and Outside Weymouth Outside Dorset
Portland and Portland but in
Dorset
Food and drink £8.49 £3.75 £0.72
Convenience goods £1.59 £0.48 £0.00
Durable goods £1.92 £0.18 £0.01
Entertainment and
£0.81 £0.12 £0.00
leisure
Visitor attractions £1.14 £2.02 £0.00
Fares and petrol £4.03 £1.93 £0.42
Other £1.67 £0.13 £0.82
Total average spend £19.65 £8.61 £1.97

For every one visitor to Weymouth and Portland who is aged between 18 – 24 a total spend
of £17.23 per person was spent within the local area, £2.72 was spent outside of the
Weymouth and Portland area but within Dorset and £1.47 was spent outside of Dorset. The
greatest amount of money was spent on food and drink within the area followed by fares and
petrol.
Mean spend per visitor aged 18 - 24
In Weymouth and Outside Weymouth Outside Dorset
Portland and Portland but in
Dorset
Food and drink £4.94 £1.08 £0.57
Convenience goods £0.92 £0.16 £0.00
Durable goods £2.91 £1.08 £0.01
Entertainment and
£1.26 £0.05 £0.00
leisure
Visitor attractions £1.53 £0.00 £0.00
Fares and petrol £5.05 £0.19 £0.89
Other £0.62 £0.16 £0.00
Total average spend £17.23 £2.72 £1.47
For every one visitor to Weymouth and Portland who is aged between 25 – 34 a total spend
of £35.61 per person was spent within the local area, £0.88 was spent outside of the
Weymouth and Portland area but within Dorset and £0.87 was spent outside of Dorset. The
greatest amount of money was spent on food and drink within the area followed by fares and
petrol.
Mean spend per visitor aged 25 - 34
In Weymouth and Outside Weymouth Outside Dorset
Portland and Portland but in
Dorset
Food and drink £16.11 £0.51 £0.34
Convenience goods £3.94 £0.05 £0.01
Durable goods £2.72 £0.00 £0.00
Entertainment and
£1.30 £0.00 £0.00
leisure
Visitor attractions £1.87 £0.00 £0.00
Fares and petrol £8.34 £0.30 £0.52
Other £1.33 £0.02 £0.00
Total average spend £35.61 £0.88 £0.87

For every one visitor to Weymouth and Portland who is aged between 35 – 44 a total spend
of £18.70 per person was spent within the local area, £2.60 was spent outside of the
Weymouth and Portland area but within Dorset and £0.87 was spent outside of Dorset. The
greatest amount of money was spent on food and drink within the area followed by fares and
petrol.
Mean spend per visitor aged 35 - 44
In Weymouth and Outside Weymouth Outside Dorset
Portland and Portland but in
Dorset
Food and drink £6.22 £1.26 £0.27
Convenience goods £1.83 £0.22 £0.00
Durable goods £2.36 £0.03 £0.00
Entertainment and
£0.91 £0.07 £0.00
leisure
Visitor attractions £1.13 £0.38 £0.00
Fares and petrol £5.24 £0.60 £0.45
Other £1.01 £0.04 £0.15
Total average spend £18.70 £2.60 £0.87
For every one visitor to Weymouth and Portland who is aged between 45 – 54 a total spend
of £26.08 per person was spent within the local area, £2.52 was spent outside of the
Weymouth and Portland area but within Dorset and £2.35 was spent outside of Dorset. The
greatest amount of money was spent on food and drink within the area followed by fares and
petrol.
Mean spend per visitor aged 45 - 54
In Weymouth and Outside Weymouth Outside Dorset
Portland and Portland but in
Dorset
Food and drink £10.19 £1.14 £0.57
Convenience goods £2.31 £0.08 £0.06
Durable goods £3.02 £0.18 £0.00
Entertainment and
£0.87 £0.25 £0.24
leisure
Visitor attractions £2.15 £0.09 £0.22
Fares and petrol £6.23 £0.74 £1.24
Other £1.31 £0.04 £0.02
Total average spend £26.08 £2.52 £2.35

For every one visitor to Weymouth and Portland who is aged between 55 – 64 a total spend
of £26.81 per person was spent within the local area, £3.58 was spent outside of the
Weymouth and Portland area but within Dorset and £1.06 was spent outside of Dorset. The
greatest amount of money was spent on food and drink within the area followed by fares and
petrol.
Mean spend per visitor aged 55 - 64
In Weymouth and Outside Weymouth Outside Dorset
Portland and Portland but in
Dorset
Food and drink £13.06 £0.82 £0.00
Convenience goods £2.00 £0.28 £0.00
Durable goods £2.16 £0.47 £0.00
Entertainment and
£1.38 £0.47 £0.00
leisure
Visitor attractions £1.72 £0.24 £0.00
Fares and petrol £5.91 £1.30 £1.06
Other £0.58 £0.00 £0.00
Total average spend £26.81 £3.58 £1.06
For every one visitor to Weymouth and Portland who is aged between 65 – 74 a total spend
of £19.61 per person was spent within the local area, £0.97 was spent outside of the
Weymouth and Portland area but within Dorset and £1.15 was spent outside of Dorset. The
greatest amount of money was spent on food and drink within the area followed by fares and
petrol.
Mean spend per visitor aged 65 - 74
In Weymouth and Outside Weymouth Outside Dorset
Portland and Portland but in
Dorset
Food and drink £8.45 £0.54 £0.75
Convenience goods £1.40 £0.00 £0.00
Durable goods £1.47 £0.00 £0.00
Entertainment and
£0.98 £0.00 £0.00
leisure
Visitor attractions £1.60 £0.00 £0.13
Fares and petrol £5.00 £0.43 £0.27
Other £0.71 £0.00 £0.00
Total average spend £19.61 £0.97 £1.15

For every one visitor to Weymouth and Portland who is aged over 75 a total spend of £18.01
per person was spent within the local area, £0.28 was spent outside of the Weymouth and
Portland area but within Dorset and £0.00 was spent outside of Dorset. The greatest amount
of money was spent on food and drink within the area followed by fares and petrol.
Mean spend per visitor aged 75 +
In Weymouth and
Portland
Outside Weymouth
and Portland but in
Dorset
Outside Dorset
Food and drink £6.70 £0.00 £0.00
Convenience goods £2.70 £0.00 £0.00
Durable goods £0.94 £0.00 £0.00
Entertainment and
£0.86 £0.00 £0.00
leisure
Visitor attractions £0.60 £0.00 £0.00
Fares and petrol £5.37 £0.23 £0.00
Other £0.84 £0.05 £0.00
Total average spend £18.01 £0.28 £0.00
For every one visitor to Weymouth and Portland visiting with children a total spend of £18.04
per person was spent within the local area, £3.12 was spent outside of the Weymouth and
Portland area but within Dorset and £0.68 was spent outside of Dorset. The greatest amount
of money was spent on food and drink within the area followed by fares and petrol.
Mean spend per visitor visiting with children
In Weymouth and Outside Weymouth Outside Dorset
Portland and Portland but in
Dorset
Food and drink £6.43 £1.11 £0.06
Convenience goods £1.91 £0.21 £0.00
Durable goods £1.89 £0.24 £0.00
Entertainment and
£0.79 £0.25 £0.00
leisure
Visitor attractions £1.50 £0.33 £0.08
Fares and petrol £4.33 £0.94 £0.46
Other £1.19 £0.04 £0.08
Total average spend £18.04 £3.12 £0.68

For every one visitor to Weymouth and Portland visiting with children a total spend of £28.84
per person was spent within the local area, £2.29 was spent outside of the Weymouth and
Portland area but within Dorset and £1.68 was spent outside of Dorset. The greatest amount
of money was spent on food and drink within the area followed by fares and petrol.
Mean spend per visitor visiting without children
In Weymouth and Outside Weymouth Outside Dorset
Portland and Portland but in
Dorset
Food and drink £12.62 £1.03 £0.64
Convenience goods £2.32 £0.11 £0.02
Durable goods £2.63 £0.37 £0.00
Entertainment and
£1.26 £0.07 £0.09
leisure
Visitor attractions £1.80 £0.01 £0.06
Fares and petrol £7.43 £0.67 £0.86
Other £0.78 £0.03 £0.01
Total average spend £28.84 £2.29 £1.68

Appendix 3: Visitor profile
The information below relates to first time visitors to Weymouth and Portland whose ‘main’ or ‘sole’
reason for visiting was the Olympic sailing events. The graphs below compare these visitors,
labelled as ‘first time sole/main visitor’ with any visitor that does not fit into this description,
labelled ‘other visitor’.
Total base ‘first time sole/main visitor’: 72
Total base ‘other visitor’: 620
Gender
80%
70%
60%
50%
40%
30%
20%
10%
0%
72%
60%
40%
28%
First time sole/main (68) Other visitor (587)
Female
Male
28% of first time sole/main visitors were male and 72% female. In
comparison, 40% of other visitors were male, and 60% female.
Age group
The age of the first time
sole/main visitor profile
is slightly younger than
the age of ‘other
visitors’ profile.
Significantly more ‘other
visitors’ are aged over
65.
30%
25%
20%
15%
10%
5%
0%
13%
9%
8%
5%
28%
26%
First time sole/main (65)
24%
22%
Other visitor (557)
19%
17% 17% 8%
5%
0%
18 ‐ 24 25 ‐ 34 35 ‐ 44 45 ‐ 54 55 ‐ 64 65 ‐ 74 75 +

Economic class
1%
Other visitor (504)
E
5%
First time sole/main (61)
D
21%
15%
C2
27%
8%
C1
29%
33%
B
19%
36%
A 3%
3%
0% 5% 10% 15% 20% 25% 30% 35% 40%
The economic class of
the first time sole/main
visitor profile is higher
than that of ‘other
visitors’.
Significantly more first
time sole/main visitors
are in economic class B,
while significantly more
‘other visitors’ are in
class C2.
Type of trip
70%
60%
67%
59%
50%
40%
33%
41%
Day trip from home
Staying visitor
30%
20%
10%
0%
First time sole/main (72) Other visitor (600)
Staying location
Other 7%
North Dorset 0%
2%
West Dorset 9%
12%
Purbeck 6%
12%
Bournemouth 1%
4%
Poole 3%
2%
Portland 5%
2%
Weymouth
21%
Other visitor (267)
First time sole/main (48)
71%
44%
Significantly more first
time sole/main visitors
are staying, as opposed
to on a day trip from
home.
Of those that are
staying, significantly
more ‘other visitors’ are
staying in Weymouth,
while significantly more
first time sole/main
visitors are staying in
other locations.
0% 10% 20% 30% 40% 50% 60% 70% 80%

Home of first time sole/main visitors
12%
11%
10%
9% 9%
8%
7% 7%
6%
5% 5% 5% 5%
4%
2%
0%
Hampshire Devon Berkshire Dorset Wiltshire Somerset London Wales Cornwall
The top 5 counties where first time sole/main visitors live are Hampshire, Devon, Berkshire, Dorset,
and Wiltshire. Due to the small sample size, it is hard to make sound observations relating to this.

The Market Research Group
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Talbot Campus
Poole
Dorset
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2