Newfoundland and Labrador Product Development Strategy

- 37 -Rating of General Elements about Accommodations in Newfoundland and Labrador – Respondentswho did not stay with Family/Friends, Summer 2003 – N=477(Note: 1 is not at all satisfied; 10 is extremely satisfied)Mean ScoreAllRespondentsPercent Rating10PercentRating a 9Percent Rating6 or underAvailability of Services & 8.0 21.6% 17.6% 15.1%FacilitiesQuality of Facilities 8.2 21.8% 19.7% 9.8%Overall Quality of Service 8.7 31.2% 25.6% 5.2%Overall Experience 8.8 36.9% 23.9% 4.8%Overall Value for Money 8.5 32.3% 21.6% 10.3%When asked about a number of specific features of accommodation, mean scores out of 10were also high, generally 8 or higher. Scores were highest for the two staff related features –staff always being friendly and courteous and staff conducting themselves in a professionalmanner. When examined by origin of respondents, the ratings were very similar with a slighttendency for visitors from US/International markets and Other Canadian markets to be lesslikely to indicate they were extremely satisfied with all features.A closer examination of the data provided in Exhibit 2 reveals that some of the featuresreceived relatively high lower rating scores. Particular areas of concern were the availabilityof a dining room or dinner; quality of sound proofing and the exterior appeal of properties.The detailed results by origin revealed that the US/International visitors had more concernsabout the dining issue, with 29% rating this feature a 6 or under. This market segment wasalso slightly more likely to be concerned about rooms being of a comfortable size, about bedsbeing of an appropriate size, and about bathrooms being of an appropriate size with goodquality fixtures and amenities.General Market Trends and Expectations with respect to AccommodationsQuantitative Research with Newfoundland and Labrador VisitorsThe quantitative research referenced above also asked visitors a number of questions abouttheir preferences and expectations for accommodations. Relevant findings are summarized inExhibit 3. Bed and Breakfast style accommodation is the type of accommodation mostpreferred when taking a vacation to a destination like Newfoundland and Labrador, followedby campgrounds and then hotels and motels. Some 15% of respondents indicated that theypreferred country inns with 11% looking for commercial cottages. Only 5% preferred resorts.Preferences by origin are generally very similar with the most notable difference being ahigher proportion of other Canadians preferring B&B style accommodation, and also resortproperties.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study