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| Visitor Experience Monitor 2007/08
| Overall Visitor Satisfaction
Overall Visitor Satisfaction
Visitor Experience Monitor Summary
Overall, 90 per cent of visitors are highly satisfied with their New Zealand experience and 65 per cent say their holiday was better than they expected.
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New Zealand consistently delivers a satisfying experience that exceeds the expectations of our visitors.
Strong word-of-mouth endorsement of New Zealand continues to result from these high levels of satisfaction with 97 per cent of visitors saying they would recommend New Zealand to their friends, family and colleagues.
Key Drivers
Three kinds of experiences drive a visitor’s overall satisfaction with their New Zealand holiday: the activities they participate in; the accommodation and transport they use; and the intangible aspects of a New Zealand experience such as our landscapes and culture, the cleanliness of our environment and friendliness of our people.
Visitors rank the activities they experience as the most important contributor to satisfaction with their New Zealand holiday. In particular, participation in activities that involve New Zealand’s natural wonders such as glacier walks, scenic drives and flights, visits to Milford/Doubtful Sound and sightseeing tours, have the greatest influence in driving overall satisfaction.
Accommodation and transport as core tourism products are essential experiences to a holiday and a poor experience can quickly impact on holiday satisfaction.
Visitors’ experiences with accommodation and transport types both have an equal influence on satisfaction with New Zealand holidays.
Aspects of New Zealand
Some intangible aspects of visitor satisfaction, such as value for money, are more controllable than others. Less controllable but significant aspects that New Zealand delivers extremely well on are natural landscapes, friendly people, relaxing atmosphere and clean environment. All of these aspects averaged at least 8.7 out of a possible 10 for satisfaction.
Aspects that show relatively lower satisfaction (an average of 7.0 to 7.7 out of a possible 10) include vibrant urban atmosphere, value for money, availability of good food and driving experiences. These aspects need to be considered in context, particularly as they may not be related to why travellers choose to visit New Zealand.
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