YAG Report 2010 by Spirul Ltd

Yorkshireâ&#x20AC;&#x2122;s Magnificent Attractions Exit Survey 2010 Comparison of all Attractions

Report: Final Results October 2010

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Contents

Page Page 1.

Introduction

1 2.

1.1 Context for the Research 1.2 Purpose of the Research

Main Findings

2.1 Visitor Profile

1 1

1.3 Methodology

2.2 Motivating Factors & Awareness of Publicity

1.4 Analysis

2.3 Visiting the Attractions

1.5 Respondent Profile

2.4 Visitor Leisure Time

Summary of Findings

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Introduction



Yorkshire Museum;

1.1

Context for the Research



Yorkshire Sculpture Park; and



Yorkshire Wildlife Park

Yorkshire’s Magnificent Attractions (YAG) is a marketing consortium of 20 of the region’s best attractions. The group has been operating for 11 years, in which time the membership has fluctuated. Although operating for 11 years as a marketing group it is only in the last 6 years that the group has undertaken a collective exit research programme. This programme has provided valuable information to the group as a whole, as well to each of the individual attractions involved.

This report presents the comparative findings from the exit interviews carried out at all 10 of the participating attractions in 2010. Separate reports are available which detail the findings for each individual attraction.

1.2

This project has been commissioned by YAG to enhance current understanding of visitors’ decision making and experiences. The findings from this research will inform; the internal planning and marketing strategies of individual attractions, and the marketing and audience development strategy of YAG as a whole.

The content of the research has been developed over the last 6 years in consultation with the attractions involved and each attraction has had results presented individually and collectively. This project builds on the exit research programme that has been established for 5 years. The following 10 attractions took part in the exit research programme in 2010: 

Eureka! The National Children’s Museum;



JORVIK Viking Centre;



Magna Science Adventure Centre;



National Coal Mining Museum for England;



Royal Armouries;



The Deep;



York Castle Museum;

Purpose of the Research

There are 2 key information requirements that will be derived from the exit survey programme: 

Visitor statistics that can be reported back to funding partners; and



Information that will support future marketing expenditure programmes.

1 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

1.3

Methodology

The session was also used as an opportunity to review the format of the reporting. The key area here focused on how the information derived from the questionnaire can be analysed to provide useful information to the attractions. It was agreed to continue to explore a number of cross tabulations to inform the reporting of the research findings, including:

The questionnaire for the exit research has been developed over the years by the group and it is vital that the 2010 surveys can be compared to previous years. However the questionnaire needs to be fit for purpose and it is essential that it provides the necessary insight to provide the quantitative statistics required by funders and the detailed information on visitors required to make decisions on where to allocate marketing spend in future years. A session was held with participating YAG member attractions in order to review the content of the existing questionnaire and ensure that this year’s questionnaire provides the information required. The session concentrated on key areas where the questionnaire and the resulting information collected could be improved. The following changes to the questionnaire were agreed: 

More detailed information to be collected in regard to the age of the respondent and other party members;



Additional screenshots to be used in the form of prompt cards;



Additional question category in regard to the whole “visitor experience”; and



Age of respondents;



Gender of respondents;



Visitors who attend attractions as part of a day trip and those who attend as part of an overnight stay;



Who respondents visit the attractions with; and



Visitors who have and have not visited the attraction before.

Site visits were carried out at each attraction prior to fieldwork in order to familiarise the fieldwork team with the location, its layout, the key liaison contacts and any other relevant issues at the attraction. The fieldwork team was fully briefed; on the background to the project; the aims and objectives; a full briefing on the venues and visitor attractions; details of the key contacts for the project; the research methodology and questionnaire; update on individual roles and responsibilities and update on the timeframe. The fieldwork was undertaken at each attraction during 2 fieldwork periods to gather the views of visitors during off peak time in June and peak time in August. A total of 100 face to face interviews were undertaken with a cross section of off peak visitors and 300 face to face interviews were undertaken with a cross section of peak time visitors at each attraction. The fieldwork period at each attraction was chosen to ensure

Additional qualitative sub questions to clarify or explore respondents reasons for giving certain responses.

2 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

1.5 Respondent Profile

a cross section of visitors were sampled across weekdays and weekends.

The following charts compare the profiles of the visitors to all of the attractions, who took part in the exit interviews during both the peak and off peak fieldwork periods.

The 100 off peak interviewers were carried out by 1 member of the fieldwork team at each attraction over a period of 3 or 4 days in June 2010 and the 300 peak time interviews were carried out at each attraction by 2 members of the fieldwork team over a period of 3 or 4 days in August 2010. Interviews were undertaken between 11.00am and 5.00pm on each day of the fieldwork periods, with a cross section of visitors at the end of their visits to the attractions.

1.4

Figures 1.5.1 and 1.5.2 overleaf detail the gender of visitors to each of the attractions. Half or more of visitors to all the attractions are female, with the exception of the Magna, where just over one third of visitors (38%) are female. Two thirds of visitors to Eureka! (67%), The Deep (65%) Yorkshire Museum (62%) and York Castle Museum (60%) are female.

Analysis Magna has the highest proportion of male visitors (62%). Only one third of visitors to Eureka! (33%), The Deep (35%) and Yorkshire Museum (38%) are male.

It should be remembered that the responses gathered represent a cross section of visitors to each attraction during the fieldwork periods of the research.

Yorkshire Wildlife Park and Magna have a higher proportion of male visitors in off peak times than peak times:

Any variations in response from respondents due to differences in their profile are highlighted throughout the report. Variations in opinion between groups of respondents are only commented upon if the difference is statistically significant.



Yorkshire Wildlife Park (peak = 38%, off peak = 63%);



Magna (peak = 60%, off peak = 70%);

The following attractions have a lower proportion of male visitors in off peak times than peak times:

The survey data is based on the total number of respondents who answered the questions appropriately, missing responses, don’t know (where appropriate) and “not stated” are excluded from the calculation of the final rating. Where percentages do not add up to 100, this may be due to computer rounding, or multiple responses. Where stated, the charts show a comparison between peak and off peak figures. Otherwise, the charts refer to combined totals from the two fieldwork periods.



Yorkshire Sculpture Park (peak = 53%, off peak = 40%);



Yorkshire Museum (peak = 39%, off peak = 34%);



NCMM (peak = 49%, off peak = 42%); and



The Deep (peak = 37%, off peak = 28%).

3 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Fi gu re 1. 5.1 Re spo nd ent: Ge nde r %

YW P

Figure 1.5.2 Peak / Off peak: Respondent: Gender %

YWP Off peak YWP Peak YSP

YSP Off peak

York Ca stle

YM Off peak

YM Peak

N CMM

66 61 52 55

RA Off peak

RA Peak

NCMM Off peak

NCMM Peak

58 51

Magna Off peak Mag na

Eureka! Peak

The Deep Off peak Th e Deep

Mal e

The Deep Peak

Female

33 28

67 72

37 0

10 0

Jorvik Peak Eureka! Off peak

Eu rek a!

Jorvik Off peak 59

Magna Peak Jor vik

48 45

York Castle Peak R oya l Armo ur ies

York Castle Off peak

38 40

YSP Peak Yor ksh ire Museu m

20 Male

63 40

100

Female

4 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Half or more of visitors to all the attractions, with the exception of York Castle Museum (41%) and Yorkshire Museum (36%), are aged 16 to 44. Three quarters of visitors to Eureka! (75%) and The Deep (71%) and the majority of visitors to Magna (81%) are aged 16 to 44.

Figure 1.5.3 Respondent: Age %

YWP 3

Less than one third of visitors to all attractions, with the exception of York Castle Mueum (34%) and Yorkshire Museum (41%) are aged 55 and over. Less than 1 in 10 visitors to Magna (5%) are aged 55 and over.

YSP

Yorkshire Wildlife Park (peak = 68%, off peak = 78%);



Yorkshire Sculpture Park (peak = 51%, off peak = 59%);

Magna (peak = 79%, off peak = 90%); and



The Deep (peak = 70%, off peak = 76%).

Yorkshire Museum (peak = 36%, off peak = 25%);



York Castle Museum (peak = 41%, off peak = 32%);



Royal Armouries (peak = 63%, off peak = 56%); and



Jorvik (peak = 51%, off peak = 44%).

Eureka! The Deep

10 4 19

16-24

32 40

25-34

35-44

10 13 41

12 0

20 22

8 5

Jorvik 4

20 23

7 11

Magna 3

The following attractions have a higher proportion of visitors aged 16 to 44 in peak times than off peak times: 

Royal 3 11 Armouries

National Coal Mining Museum (peak = 49%, off peak = 59%);



York Castle 4 12

NCMM



Yorkshire Museum

The following attractions have a higher proportion of visitors aged 16 to 44 in off peak times than peak times: 

18 10 15

60 45-54

80 55-64

12 10 4 10 4 100 65+

5 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

The majority of respondents to all of the attractions are from a White British background (94% or more) and only a minority (6% or less) are from a Black or minority ethnic (BME) background.

Figure 1.5.4 Peak / Off peak: Respondent: Age % YWP Off peak 3

74 21

YWP Peak 4 YSP Off peak

YM Off peak

38 15

6 8 11

YM Peak

7 10

York Castle Off peak

7 11

RA Off peak

8 10

NCMM Peak

7 11

Magna Off peak 2

Magna Peak 4 Jorvik Off peak

Eureka! Peak

The Deep Peak

10 4

Yorkshire Museum

13 4

York Castle

9 10 6

16-24 45-54

33 40

13 16

60 25-34 55-64

Royal Armouries

NCMM

Magna

Jorvik

Eureka!

The Deep

15 11

26 20

15 22

YSP

The Deep Off peak

12 3

Jorvik Peak 2 14 Eureka! Off peak

YWP

23 19

Figure 1.5.5 Respondent: Ethnic Group %

41 31

NCMM Off peak

22 18

RA Peak 2 7

Yorkshire Wildlife Park has the highest proportion of visitors (6%) from a Black or minority ethnic (BME) background.

11 7

York Castle Peak 3 12

11 12

YSP Peak

10 10 4

100

35-44 65+

Non BME

100

BME

6 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Two thirds or more of visitors to all the attractions are working either full or part time, with the exception of Yorkshire Sculpture Park (61%), Yorkshire Museum (61%) and Jorvik (62%) where just under two thirds of visitors are working.

YWP

Magna (88%) and Yorkshire Wildlife Park (80%) have the highest proportion of working visitors.

YSP

Yorkshire Museum

7 5

Figure 1.5.6 Respondent: Occupation %

Approximately one quarter of visitors, who took part in the exit interviews at Yorkshire Museum (27%), Jorvik (22%) and York Castle Museum (21%) are retired.

York Castle

More than one in ten visitors to Yorkshire Sculpture Park (14%) are studying. More than one in ten visitors to Eureka! (14%) and The Deep (12%) are looking after the home.

NCMM

Royal Armouries

21 7 6 10

9 5

Magna

Jorvik

6 24 9 5

Eureka!

The Deep

77 0

Working full/part time Studying Other

22 14

2 13

12 3 7 60

100

Looking after home Retired

7 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

8 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Main Findings

This section of the report presents the main findings from 2010 exit interviews undertaken at each of the 10 attractions. In depth analysis of the results for each attraction is available in separate reports.

2.1

Visitor Profile

Key Findings 



The majority of visitors to Eureka! attended the attraction in family groups, including children. Three quarters of visitors to The Deep, two thirds of visitors to Yorkshire Wildlife Park and Magna and half of visitors to Jorvik, National Coal Mining Museum and York Castle Museum attended the attraction in family groups, including children. Just under two thirds of visitors to Yorkshire Sculpture Park and Yorkshire Museum and half of visitors to Royal Armouries and York Castle Museum attended the attraction in adult only parties (one other adult, adult party or alone). Over half of visitors to Eureka! and just under half of visitors to the National Coal Mining Museum and Yorkshire Wildlife Park are aged under 16.



One quarter or more of visitors to all the attractions are aged 16 to 44 years old.



Less than one in ten visitors to the majority of attractions are aged 65 and over, with the exception of Yorkshire Museum and York Castle Museum.



Just under two thirds of visitors to Yorkshire Sculpture Park and Magna and just over half of visitors to Royal Armouries, Eureka! and The Deep have visited the attraction before.



Only one third of visitors to Yorkshire Wildlife Park and the National Coal Mining Museum have visited before.



One third of return visitors to Eureka!, Yorkshire Sculpture Park and Yorkshire Wildlife Park visited before in the current year.



Just under half of visitors to Yorkshire Museum, Jorvik and York Castle Museum and one third of visitors to The Deep who are staying away from home are staying in a hotel.

9 Comparison of all Attractions

Exit Survey 2010 Report: Final Results



Three quarters of return visitors to Jorvik and York Castle Museum visited before 3 or more years ago. No visitors to Magna visited before 3 or more years ago.



Just under half of visitors to Yorkshire Museum, Jorvik and York Castle Museum and one third of visitors to The Deep who are staying away from home are staying in a hotel.



The majority of visitors to Yorkshire Wildlife Park, Magna, the Royal Armouries, Yorkshire Sculpture Park, the National Coal Mining Museum and Eureka! attended the attraction as part of a day trip from home.



The majority of visitors to Magna, Royal Armouries, the National Coal Mining Museum, Yorkshire Wildlife Park, Yorkshire Sculpture Park, The Deep and Eureka! travelled to the attraction by car.



One third of visitors to Yorkshire Museum and one quarter of visitors to York Castle Museum and Jorvik travelled to the attraction by foot.



Just under two thirds of visitors to Yorkshire Museum and one third of visitors to Jorvik and York Castle Museum travelled less than 5 miles to visit the attraction.



Just under three quarters of visitors to The Deep, over half of visitors to Jorvik and York Castle Museum and more than one third of visitors to Eureka!, Magna, the National Coal Mining Museum and Royal Armouries travelled further than 20 miles to visit the attraction.



Over half of visitors to Jorvik and York Castle Museum attended as part of a 2 or more night overnight stay.



The majority of visitors to Eureka! (81%), three quarters of visitors to Yorkshire Sculpture park (79%) and two thirds of visitors to Royal Armouries (66%) and the National Coal Mining Museum (65%) who are staying away from home are staying with friends and family.



The majority of visitors to Eureka!, three quarters of visitors to Yorkshire Sculpture Park and two thirds of visitors to Royal Armouries and the National Coal Mining Museum who are staying away from home are staying with friends and family.

10 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figures 2.1.1 and 2.1.2 detail who respondents visited each attraction with. The majority of visitors to Eureka! (91%) attended the attraction in family groups, including children. Three quarters of visitors to The Deep (77%), two thirds of visitors to Yorkshire Wildlife Park (61%) and Magna (60%), half of visitors to Jorvik (53%), National Coal Mining Museum (52%) and York Castle Museum (52%) attended the attraction in family groups, including children. Less than half of visitors to Royal Armouries (44%), Yorkshire Museum (36%) and Yorkshire Sculpture Park (32%) attended the attraction in family groups, including children.

Figure 2.1.1 Visitor: Party Composition % YWP

YSP

Yorkshire Museum

York Castle

Just under two thirds of visitors to Yorkshire Sculpture Park (62%) and Yorkshire Museum (62%) attended the attraction in adult only parties (one other adult, adult party or alone). Half of visitors to Royal Armouries (53%) and York Castle Museum (46%), just under half of visitors to National Coal Mining Museum (43%), the same amount at Jorvik (44%), one third of visitors to Magna (33%) and one quarter of visitors to Yorkshire Wildlife Park (23%) and The Deep (22%) attended the attraction in adult only parties (one other adult, adult party or alone). Only 1% of visitors to Eureka! attended the attraction in adult only parties.

5 16

Magna

3 6

Eureka!

6 3 4

31 243

12 31

11 6

The Deep

77 0

Jorvik

The majority of attractions see an increased proportion of peak visitors attending in family groups with children than off peak visitors. The difference is most pronounced at Yorkshire Wildlife Park (peak = 71%, off peak = 31%), Yorkshire Museum (peak = 12%, off peak = 43%), York Castle Museum (peak = 64%, off peak = 19%), National Coal Mining Museum (peak = 56%, off peak = 37%) and Jorvik (peak = 65%, off peak = 17%). There is no difference between the proportion of peak and off peak visitors to Eureka! attending in family groups, including children.

NCMM

43 51

Royal Armouries

18 60

Family party including children Non-family party including children Organised group One other adult Adult party Alone

11 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

4 100

Figure 2.1.3 overleaf details the age makeup of visitors attending each attraction.

Figure 2.1.2 Peak / Off peak: Visitor: Party Composition % YWP Off peak

30 71

YWP Peak YSP Off peak

YSP Peak

RA Peak

8 2

Ma gna Off peak

65 17

40 19 2

Eureka! Off peak

3 28

55 65

Jorvik Peak

8 9

Eureka! Peak

The Deep Off peak

The Deep Peak

Less than one in ten visitors to the majority of attractions are aged 65 and over, with the exception of Yorkshire Museum (15%) and York Castle Museum (12%).

12 4

4 10 1

Magna Peak

8 34

One quarter or more of visitors to all the attractions are aged 16 to 44 years old.

NCMM Peak

13 11

NCMM Off peak

RA Off peak

57 64

Jorvik Off peak

York Castle Peak

York Castle Off peak

YM Peak

2 12

YM Off peak

5 5

Over half of visitors to Eureka! (59%) and just under half of visitors to the National Coal Mining Museum (48%) and Yorkshire wildlife Park (40%) are aged under 16. Approximately one third of visitors to Royal Armouries (39%), The Deep (38%), Magna (38%) and Jorvik (32%) are aged under 16. Only one quarter of visitors to Yorkshire Sculpture Park (29%), York Castle Museum (28%) and Yorkshire Museum (22%) are aged under 16.

5 14

100

Family party including children Non-family party including children Organised group One other adult Adult party Alone

12 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.1.3. Visitor: Age %

YWP

YSP

Yorkshire Museum

York Castle

15 11

7 10

NCMM

Jorvik

The Deep

10 0 to 5

20 6 to 10

11 to 15

11 7

40 16 to 24

60 25 to 44

8 5

70 45 to 54

3 7

30 4

Eureka!

Magna

Royal Armouries

80 55 to 64

6 7

2 4

100 65 +

13 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Just under two thirds of visitors to Yorkshire Sculpture Park (64%) and Magna (63%) and just over half of visitors to Royal Armouries (57%), Eureka! (55%) and The Deep (51%) have visited the attraction before. Only one third of visitors to Yorkshire Wildlife Park (32%) and the National Coal Mining Museum (37%) have visited before.

Figure 2.1.4 Have you visited the attraction before? % YWP

The following attractions have an increased proportion of peak return visitors in comparison to off peak return visitors: 

Yorkshire Museum (peak = 45%, off peak = 34%);



Royal Armouries (peak = 69%, off peak = 21%);



Magna (peak = 68%, off peak = 46%); and



YSP

Yorkshire Museum

York Castle

Royal Armouries

Jorvik (peak = 49%, off peak = 36%).

NCMM

Yorkshire Wildlife Park has a higher proportion of off peak return visitors (55%) than peak return visitors (25%).

Magna

Jorvik

37 54

46 55

Eureka! The Deep

51 0

49 40 Yes

100

14 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.1.5 Peak / Off peak: Have you visited the attraction before? % YWP Off peak

55 25

YWP Peak

75 61

YSP Off peak YSP Peak

39 35

65 34

YM Off peak

YM Peak

York Castle Off peak

45 45

York Castle Peak

RA Off peak

79 69

RA Peak NCMM Off peak

31 63

37 37

NCMM Peak Magna Off peak

63 54

46 68

Magna Peak

Jorvik Off peak

64 49

Jorvik Peak

51 53

Eureka! Off peak Eureka! Peak

47 44

56 49

The Deep Off peak

The Deep Peak

Yes

100

15 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

One third of return visitors to Eureka! (36%), Yorkshire Sculpture Park (34%) and Yorkshire Wildlife Park (31%) visited before in the current year.

Figure 2.1.6 If you have visited before, when did you last visit? %

Three quarters of return visitors to Jorvik (76%) and York Castle Museum (71%) visited before 3 or more years ago. No visitors to Magna visited before 3 or more years ago. Three quarters of return visitors to Magna (71%), two thirds of visitors to Yorkshire Wildlife Park (69%), half of visitors to Royal armouries (56%) and Yorkshire Sculpture Park (51%) and one quarter of visitors to Eureka! (29%), the National Coal Mining Museum (29%) and Yorkshire Museum (25%) visited before during the previous year.

YWP

YSP

Yorkshire Museum

Royal Armouries

York Castle

Magna

0 This year 2 years ago

Eureka! The Deep

Jorvik

9 4

NCMM

100

Last year 3 or more years ago

16 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

The majority of visitors to Yorkshire Wildlife Park (99%), Magna (99%), the Royal Armouries (96%), Yorkshire Sculpture Park (92%), the National Coal Mining Museum (90%) and Eureka! (89%) attended the attraction as part of a day trip from home. More than three quarters of visitors to The Deep (79%) and just under two thirds of visitors to Yorkshire Museum (60%) also attended the attraction as part of a day trip from home.

Figure 2.1.7 Which of these best describes your visit? % YWP

99 92

YSP

Over half of visitors to Jorvik (55%) and York Castle Museum (52%) attended as part of a 1 or more night overnight stay.

Yorkshire Museum

Peak visitors to Yorkshire Museum (peak = 65%, off peak = 45%), Royal Armouries (peak = 99%, off peak = 86%) and the National Coal Mining Museum (peak = 92%, off peak = 83%) are more likely to be visiting as part of a day trip than off peak visitors.

York Castle

Royal Armouries

18 22 4

Magna Jorvik

NCMM

Off peak visitors to Jorvik (peak = 54%, off peak = 60%) and York Castle Museum (peak = 47%, off peak = 66%) are more likely to attend the attraction as part of a 1 or more night overnight stay.

23 5

99 15

44 89

Eureka! The Deep

0 20 A day trip from home

Part of a 2-3 night holiday

22 15 5 6 7

60 80 100 Part of an overnight stay Part of a 4+ night holiday

17 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.1.8 Peak / Off peak: Which of these best describes your visit? % 100 YWP Peak

97 3

YSP Peak 45 YM Peak

2 3 8

26 5

65 16

34 York Castle Peak

21 13

20 14

86 99

RA Peak

NCMM Peak

100 Magna Peak

98 13

40 Jorvik Peak

Eureka! Peak

2 4

78 The Deep Peak

80 0

A day trip from home

Part of an overnight stay

4 50

Part of a 2-3 night holiday

9 90

100

Part of a 4+ night holiday

18 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.1.9 Where are you staying? % YSP

Just under half of visitors to Yorkshire Museum (49%), Jorvik (47%) and York Castle Museum (44%) and one third of visitors to The Deep (36%) who are staying away from home are staying in a hotel.

Yorkshire Museum

York Castle

Royal Armouries

NCMM

10 5

Eureka! 3 8 5

4 12

The Deep

Jorvik

6 11

Hotel Campsite/Caravan site Other

20 60

100

B&B With friends/relatives

N.B: Only attractions with more than 10 visitors staying away from home have been included in the above figure. The responses relating to Royal Armouries relate to only 15 respondents and as such should be treated with caution.

19 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.1.12 illustrates the methods of transport that visitors used to attend each attraction. The majority of visitors to Magna (98%), Royal Armouries (94%), the National Coal Mining Museum (91%), Yorkshire Wildlife Park (90%), Yorkshire Sculpture Park (90%), The Deep (88%) and Eureka! (82%) travelled to the attraction by car.

Figure 2.1.10 What is the main form of transport you used to visit the attraction today? %

One third of visitors to Yorkshire Museum (39%) and one quarter of visitors to York Castle Museum (26%) and Jorvik (25%) travelled to the attraction by foot.

YWP

YSP

Yorkshire Museum

York Castle

5 21 39

Royal Armouries

6 26

NCMM

321

Magna

7 2

Jorvik

12 2

Eureka! The Deep

88 0

Car Taxi Motorbike Other

20 40 Bus On foot Park & Ride

9 3 33 4

100

Train Bicycle Coach / Mini bus

20 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Just under two thirds of visitors to Yorkshire Museum (63%) and one third of visitors to Jorvik (35%) and York Castle Museum (35%) travelled less than 5 miles to visit the attraction.

Figure 2.1.11 How far did you travel to visit the attraction today? % YWP 4

Just under three quarters of visitors to The Deep (70%), over half of visitors to Jorvik (57%) and York Castle Museum (55%) and more than one third of visitors to Eureka! (45%), Magna (36%), the National Coal Mining Museum (37%) and Royal Armouries (36%) travelled further than 20 miles to visit the attraction.

YSP

34 26

Yorkshire Museum 35

Royal Armouries

NCMM

Jorvik 18

The Deep

18 32

20 35 14 7

0 20 5 miles or less 11-20 miles 51-100 miles

Eureka!

10 12

5 7 5 5

York Castle

Magna

32 40

8 4 9

33 30

9 3

16 36

3 11 9

60 80 100 6-10 miles 21-50 miles More than 100 miles

21 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

2.2 Motivating Factors & Awareness of Publicity



One third of visitors to the National Coal Mining Museum and one quarter of visitors to Jorvik, Yorkshire Museum and York Castle Museum chose to visit because of the attraction’s good reputation.



Two thirds of visitors to Eureka! and The Deep chose to visit the attraction because they thought it would make a good day out for the children or grandchildren.



Two thirds of visitors to Yorkshire Wildlife Park and half of visitors to Royal Armouries saw publicity about the attractions on the attraction’s website prior to their visit.



Just under half of visitors to Yorkshire Sculpture Park, Royal Armouries and Magna and one third of visitors to the National Coal Mining Museum and Eureka! rely on word of mouth for information about attractions.

Less than one quarter of visitors to all attractions, with the exception of Jorvik saw publicity in the form of the attraction’s leaflet prior to their visit to the attraction.



Less than one fifth of visitors chose to visit any of the attraction’s because of publicity, with the exception of Magna, Yorkshire Museum and Royal Armouries.

One third of visitors to Yorkshire Sculpture Park, Yorkshire Wildlife Park, Magna and Royal Armouries heard publicity via word of mouth prior to their visit to the attraction.



More than one third of visitors to York Castle Museum, Yorkshire Sculpture Park, The Deep, Eureka! and the National Coal Mining Museum did not see any publicity about the attraction they visited prior to their visit.



Only a minority of visitors to Yorkshire Wildlife Park did not see any publicity about the attraction prior to their visit.

Key Findings 



Over half of visitors to York Castle, just under half of visitors to Jorvik, one third of visitors to The Deep and one quarter of visitors to Yorkshire Museum look for information about attractions to visit on websites (not attractions’ websites). Three quarters of visitors to Yorkshire Wildlife Park, just over half of visitors to Magna and Royal Armouries and just under half of visitors to Yorkshire Sculpture Park look for information about attractions to visit on attractions’ websites.



Less than half of visitors chose to visit any of the attractions because they have been before.



Just under three quarters of visitors to visit Royal Armouries and just over half of visitors to Yorkshire Wildlife Park chose to visit the attraction because of word of mouth recommendation.

 Comparison of all Attractions

22 Exit Survey 2010 Report: Final Results



Just under half of visitors to Yorkshire Museum and one third of visitors to York Castle Museum decided to visit the attractions on the day of their visit, either before they left home or en route.



The majority of visitors to Royal Armouries and Magna and three quarters of visitors to Yorkshire Wildlife Park decided to visit the attractions the day before or earlier in the week of their visit.



Less than one in ten visitors decided to visit Royal Armouries or Magna more than a week before their visit.



Over half of visitors to Magna and just under half of visitors to Yorkshire Wildlife Park and Royal Armouries have seen Yorkshire’s Magnificent Attractions’ website. Less than one third of visitors to the remaining attractions have seen Yorkshire’s Magnificent Attractions’ website.



Awareness of Yorkshire’s Magnificent Attractions’ leaflet is lower than that of the website. Less than one quarter of visitors to all of the attractions have seen Yorkshire’s Magnificent Attractions’ leaflet.



One third of visitors to Yorkshire Museum, Magna and The Deep have seen Welcome to Yorkshire’s TV advert and two thirds of visitors had not seen the TV advert.



Three quarters of visitors to Yorkshire Wildlife Park have seen the attraction’s website.



Two thirds of visitors to Royal Armouries and over half of visitors to The Deep and Magna have seen the attractions’ websites.



Over half of visitors to Magna, Yorkshire Wildlife Park, The Deep, Royal Armouries and Eureka! would like to be able to book for all attractions online.



Only one thirds of visitors to York Castle Museum and Yorkshire Museum would like to be able to book for all attractions online.



One quarter or more of visitors to all the attractions, with the exception of The Deep think that reputation is an important consideration for their visit.



Over one third of visitors to all the attractions think that having lots to see and do is an important consideration for their visit.



Less than one third of visitors to all of the attraction’s, with the exception of Yorkshire Museum and Jorvik, think that educational content is an important consideration for their visit.



Less than one fifth of visitors to all the attractions, with the exception of Magna and Yorkshire Wildlife Park, think that discount entry offers are an important consideration for their visit.



Less than one fifths of visitors think that special events are an important consideration for their visit.

 23 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figures 2.2.1.a and 2.2.1.b on the following pages detail where visitors to each of the attractions look for information about attractions when they’re planning a day out (Response categories with 10% or less responses have been omitted from the comparative figures).

One quarter or less of visitors to the majority of attractions look for information in attractions’ leaflets, with the exception of the National Coal Mining Museum (40%) and Eureka! (32%). Less than one quarter of visitors to the majority of attractions look for information in online advertising, with the exception of the National Coal Mining Museum (40%) and Eureka! (32%).

Over half of visitors to York Castle (56%), just under half of visitors to Jorvik (48%), one third of visitors to The Deep (38%) and one quarter of visitors to Yorkshire Museum (29%) look for information about attractions to visit on websites (not attractions’ websites). Three quarters of visitors to Yorkshire Wildlife Park (71%), just over half of visitors to Magna (54%) and Royal Armouries (51%) and just under half of visitors to Yorkshire Sculpture Park (45%) look for information about attractions to visit on attractions’ websites. Just under half of visitors to Yorkshire Sculpture Park (49%), Royal Armouries (47%) and Magna (42%) and one third of visitors to the National Coal Mining Museum (38%) and Eureka! (34%) rely on word of mouth for information about attractions.

24 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.2.1.a Where do you look for information about attractions to visit when planning a day out? % 1 Other w ebsite

2 29

2 1

48 3

45 16

Attraction's w ebsite

22 26 25

18 22

Attraction's leaflet

24 24 40 24

19 0 The Deep

Eureka!

10 Jorvik

20 Magna

30 NCMM

40 RA

York Castle

70 YSP

80 YWP

25 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.2.1.b Where do you look for information about attractions to visit when planning a day out? % 2 19 23

1 1

Online advertising

55 9 21

55 30

26 49 15

12 47

Word of mo uth

38 42 16

34 18

0 The Deep

Eureka!

Jorvik

Magna

NCMM

York Castle

70 YSP

80 YWP

26 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figures 2.2.2.a and 2.2.2.b on the following pages detail what made visitors choose to visit the attractions. (Response categories with 10% or less responses have been omitted from the comparative figure).

One third of visitors to the National Coal Mining Museum (30%) and one quarter of visitors to Jorvik (23%), Yorkshire Museum (22%) and York Castle Museum (20%) chose to visit because of the attractionâ&#x20AC;&#x2122;s good reputation.

Less than one fifth of visitors chose to visit any of the attractions because of publicity, with the exception of Magna (42%), Yorkshire Museum (31%) and Royal Armouries (24%).

Two thirds of visitors to Eureka! (63%) and The Deep (62%) and one third of visitors to the National Coal Mining Museum (37%) and Jorvik (33%) chose to visit the attraction because they thought it would make a good day out for the children or grandchildren.

Less than half of visitors chose to visit any of the attractions because they have been before. Just over one third of visitors chose to visit Yorkshire Sculpture Park (40%) and Royal Armouries (34%) because they have been previously. Just under three quarters of visitors to visit Royal Armouries (70%), just over half of visitors to Yorkshire Wildlife Park (58%) and over one third of visitors to Magna (40%) and Yorkshire Sculpture Park (39%) chose to visit the attraction because of word of mouth recommendation.

27 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.2.2.a What made you choose to visit the attraction? % 1

Publicity (advert / brochure / website)

6 2

10 8 9

Been previously

34 32

Word of mouth

70 40

18 31

13 0 The Deep

Eureka!

10 Jorvik

20 Magna

30 NCMM

40 RA

50 York Castle

60 YM

70 YSP

80 YWP

28 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.2.2.b What made you choose to visit the attraction? % 3 11 22 20 8

Good reputation

30 1 23 11 4 8 11 10 25

Good day out for grand/ children

13 37 2 33 63 62 0

The Deep

Eureka!

10 Jorvik

20 Magna

30 NCMM

40 RA

York Castle

70 YSP

80 YWP

29 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Visitors were asked where, if anywhere, they had seen publicity about the attraction that they had visited prior to their visit. Figures 2.2.3.a and 2.2.3.b on the following pages details their response.

More than one third of visitors to York Castle Museum (40%), Yorkshire Sculpture Park (38%), The Deep (38%), Eureka! (36%) and the National Coal Mining Museum (36%) did not see any publicity about the attraction they visited prior to their visit.

Two thirds of visitors to Yorkshire Wildlife Park (60%) saw publicity about the attraction on the attraction’s website prior to their visit. Just under half of visitors to Royal Armouries (46%), one third of visitors to Magna (38%) and one quarter of visitors to Yorkshire Sculpture Park (29%) also saw publicity about the attraction they visited on the attraction’s website prior to their visits.

Only a minority of visitors (5%) to Yorkshire Wildlife Park did not see any publicity about the attraction prior to their visit.

Less than one quarter of visitors to all attractions, with the exception of Jorvik (27%) saw publicity in the form of the attraction’s leaflet prior to their visit to the attraction. One third of visitors to Yorkshire Sculpture Park (37%), Yorkshire Wildlife Park (36%), Magna (36%) and Royal Armouries (35%) heard publicity via word of mouth prior to their visit to the attraction.

30 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.2.3.a Where, if anywhere, did you see publicity about the attraction prior to your visit today? % 60 29 1 3 46

Attraction's website

24 38 8 29 32 22 1 20 19 16

Attraction's leaflet

18 15 27 13 18 0

The Deep

Eureka!

10 Jorvik

20 Magna

30 NCMM

40 RA

York Castle

60 YM

YSP

70 YWP

31 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.2.3.b Where, if anywhere, did you see publicity about the attraction prior to your visit today? % 5 38 26 40 20

Did not see any publicity

36 25 32 36 38 36 37 5 4 35

Word of mouth

27 36 7 22 6 0

The Deep

Eureka!

10 Jorvik

20 Magna

30 NCMM

40 RA

York Castle

60 YM

YSP

70 YWP

32 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Visitors were asked when they decided to visit each attraction. Figures 2.2.3 and 2.2.4 detail their responses.

Figure 2.2.4 When did you decide to visit the attraction? %

Just under half of visitors to Yorkshire Museum (39%) and one third of visitors to York Castle Museum (30%) decided to visit the attractions on the day of their visit, either before they left home or en route.

YWP

YSP

The majority of visitors to Royal Armouries (90%) and Magna (80%) decided to visit the attractions the day before or earlier in the week of their visit. Three quarters of visitors to Yorkshire Wildlife Park (70%), two thirds of visitors to Yorkshire Sculpture Park (65%) and half of visitors to Eureka! (57%) decided to visit the attractions the day before or earlier in the week of their visit.

York Castle

Magna

9 3

Jorvik

13 15 3

54 18

12 34

8 11

53 27

12 25

37 18

The Deep

41 17

NCMM

Eureka!

16 2

Yorkshire Museum

Royal Armouries

Less than one in ten visitors decided to visit Royal Armouries (3%) or Magna (8%) more than a week before their visit. Less than a quarter of visitors to Yorkshire Sculpture Park (16%), Yorkshire Wildlife Park (20%), Eureka! (22%) and Yorkshire Museum (24%) decided to visit the attractions more than a week before their visit.

18 23 20

7 29 15 16

7 10

0 20 40 60 80 100 Today, before you left Today, en route Yesterday Earlier this week More than a week ago More than a month ago

33 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Over half of visitors to Magna (53%) and just under half of visitors to Yorkshire Wildlife Park (47%) and Royal Armouries (43%) have seen Yorkshire’s Magnificent Attractions’ website. Less than one third of visitors to the remaining attractions have seen Yorkshire’s Magnificent Attractions’ website.

Figure 2.2.5 Have you seen Yorkshire's Magnificant Attractions' leaflet or website? % 18

YWP

YSP

Yorkshire Museum

23 14 22

York Castle

Royal Armouries

22 43 18 18

NCMM

Magna

53 17

Jorvik

Eureka!

17 16

The Deep

17 20 0

Website

Leaflet

34 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Visitors to Yorkshire Museum, Magna and The Deep were asked if they had seen Welcome to Yorkshireâ&#x20AC;&#x2122;s TV advert, which included information about the attractions

Figure 2.2.6 Have you seen Welcome to Yorkshire's TV advert? %

One third of visitors to Yorkshire Museum (38%), Magna (31%) and The Deep (34%) have seen Welcome to Yorkshireâ&#x20AC;&#x2122;s TV advert and two thirds of visitors had not seen the TV advert.

Yorkshire Museum 38

67 Magna 31

65 The Deep 34

20 Yes

35 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Three quarters of visitors (78%) to Yorkshire Wildlife Park have seen the attraction’s website.

Figure 2.2.7 Have you visited the attraction website? %

Two thirds of visitors to Royal Armouries (60%) and over half of visitors to The Deep (55%) and Magna (53%) have seen the attractions’ websites.

YWP

Just over one third of visitors to Jorvik (39%), Eureka! (38%) and Yorkshire Sculpture Park (35%) have seen the attractions’ websites and only one quarter of visitors to the National Coal Mining Museum (28%), York Castle Museum (25%) and Yorkshire Museum (21%) have seen the attractions’ websites.

YSP

Yorkshire Museum

York Castle

A higher proportion of peak visitors, than off peak visitors have seen the following attractions’ websites: 

Yorkshire Museum (peak = 23%, off peak = 14%);



York Castle Museum (peak = 29%, off peak = 15%); and



Royal Armouries

Yorkshire Sculpture Park (peak = 38%, off peak = 25%);



25 60

NCMM

Magna

Jorvik

Eureka!

Magna (peak = 57%, off peak = 42%).

A higher proportion of off peak visitors have seen the Yorkshire Wildlife Park (peak = 75%, off peak = 87%), National Coal Mining Museum (peak = 25%, off peak = 35%) and Eureka! (peak = 32%, off peak = 57%) websites than peak visitors.

The Deep 0

36 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.2.8 Peak / Off peak: Have you visited the attraction website? % YWP Off peak

YWP Peak

75 25

YSP Off peak

YSP Peak

YM Off peak YM Peak

23 15

York Castle Off peak

York Castle Peak RA Off peak

62 59

RA Peak NCMM Off peak

35 25

NCMM Peak

Magna Off peak

Magna Peak

38 40

Jorvik Off peak Jorvik Peak

Eureka! Off peak

Eureka! Peak The Deep Off peak

The Deep Peak

55 0

37 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Visitors who have visited the attractions’ websites were asked to give details of why they visited them. One quarter or less of visitors to all of the attractions, with the exception of Yorkshire Wildlife Park (39%) visited the websites to look for maps and directions.

Figure 2.2.9.a Why did you visit the attraction's website? % 23

Over half of visitors to Royal Armouries (58%) and Yorkshire Wildlife Park (54%) and one third of visitors to Magna (34%) visited the attraction’s websites to find out the attraction’s postcodes.

31 29

Opening hours

46 52 39

Three quarters of visitors to the National Coal Mining Museum (71%) visited the attraction’s website to find out about opening hours.

18 1

Over half of visitors to Magna (56%) visited the attraction’s website to book online, compared to less than one third of the other attractions.

Postcode

5 9 5

Two thirds of visitors to Magna (69%) and half of visitors to The Deep (47%), Jorvik (47%), Yorkshire Wildlife Park (46%) and Eureka! (45%) visited the attraction’s websites to find out information about pricing.

34 12 39

7 13

Maps/Directions

Three quarters of visitors to Yorkshire Sculpture Park (76%) and Yorkshire Museum (72%), two thirds of visitors to York Castle Museum (60%) and half of visitors to Royal Armouries (58%), Jorvik (53%) and the National Coal Mining Museum (50%) visited the attraction’s websites for details about what to find at the attractions.

0 The Deep NCMM YSP

23 19 20

17 17 20

Eureka! RA YWP

40 Jorvik York Castle

Magna YM

38 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Over half of visitors to Magna (69%), Yorkshire Wildlife Park (61%), The Deep (58%), Royal Armouries (58%) and Eureka! (55%) would like to be able to book for all attractions online.

Figure 2.2.9.b Why did you visit the attraction's website? %

Just under half of visitors to the National Coal Mining Museum (48%), Jorvik (48%) and Yorkshire Sculpture Park (45%) and only one third of visitors to York Castle Museum (37%) and Yorkshire Museum (31%) would like to be able to book for all attractions online.

1 Online booking

29 8

18 20

Attraction details

38 35 46

19 17 Pricing

60 58

35 69

47 45 47 0 The Deep NCMM YSP

20 Eureka! RA YWP

76 72

40 Jorvik York Castle

Magna YM

39 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.2.10 Would you like to be able to book for all attractions online? % YWP

YSP

Yorkshire Museum

York Castle

Royal Armouries

NCMM

Magna

Jorvik

Eureka!

The Deep

58 0

40 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Visitors were asked to identify which of a list of considerations were important for their visit to each of the attractions. Figures 2.2.11.a, 2.2.11.b and 2.2.11.c on the following pages detail the findings from visitors to each attraction.

Over half of visitors to Magna (59%), Yorkshire Wildlife Park (72%) and Yorkshire Sculpture Park (78%) think that the weather is an important consideration for their visit. Less than one fifth of visitors to all the attractions, with the exception of Magna (39%) and Yorkshire Wildlife Park (28%), think that discount entry offers are an important consideration for their visit.

Half of visitors to Yorkshire Wildlife Park (47%) and one third of visitors to The Deep (39%), Royal Armouries (38%), Eureka! (37%) and the National Coal Mining Museum (34%) think that distance from home is an important consideration for their visit to the attraction.

Less than one fifth of visitors think that special events are an important consideration for their visit.

Less than one in ten visitors to Eureka! (9%) and one fifth of visitors to Jorvik (18%) think that cost of entry is an important consideration for their visit to the attraction. Two thirds of visitors to Royal Armouries (66%) think that cost of entry is an important consideration for their visit.

Half of visitors to Eureka! (50%) and The Deep (44%) think that being family friendly is an important consideration for their visit compared to one quarter or less of visitors to all of the other attractions.

One quarter or more of visitors to all the attractions, with the exception of The Deep (15%) think that reputation is an important consideration for their visit. Over one third of visitors to all the attractions think that having lots to see and do is an important consideration for their visit. Less than one third of visitors, with the exception of Yorkshire Museum (37%) and Jorvik (33%), think that educational content is an important consideration for their visit. Two thirds of visitors to Yorkshire Wildlife Park (62%) and half of visitors to Magna (52%) think that being easy to get to is an important consideration for their visit.

41 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.2.11.a Which of the following were important considerations for your visit today? %

29 Easy to get to

24 25

41 47 46 48

Reputation 25

Cost of entry

41 35 23

Distance from home 18

0 Eureka!

The Deep

27 28 9

38 37 39

Jorvik

Magna

NCMM

York Castle

70 YSP

80 YWP

42 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.2.11.b Which of the following were important considerations for your visit today? % 72

15 Weather

28 9

21 20

Educational content 9

33 28

Lots to see and do 47

60 60

51 49

43 0 The Deep

Eureka!

Jorvik

Magna

NCMM

York Castle

70 YSP

80 YWP

43 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.2.11.c Which of the following were important considerations for your visit today? %

Discount entry offers

8 4 2 Special events

2 1 1

5 7

15 22

Family friendly

27 36

36 44

0 The Deep

Eureka!

10 Jorvik

20 Magna

30 NCMM

York Castle

70 YSP

80 YWP

44 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

2.3

Visiting the Attractions 

Levels of satisfaction with visits to all of the attractions are high, with only a very small proportion of visitors being dissatisfied with their visits to any of the attractions.

Key Findings 

Only a minority of visitors spent less than 2 hours at Yorkshire Wildlife Park, Magna, Eureka! and Yorkshire Sculpture Park.



Over half of visitors to all the attractions, with the exception of the National Coal Mining Museum are very satisfied with their visits to the attractions.



The majority of visitors to Yorkshire Museum and Jorvik spent less than 2 hours at the attractions.



The majority of visitors to Yorkshire Wildlife Park and Magna spent 3 or more hours at the attraction.

The majority of visitors think that the content of the attractions, helpfulness of staff, how easy the attractions are to find, cleanliness, accessibility and visitor experience are good or very good at all of the attractions.



Less than one fifth of visitors spent 3 or more hours at York Castle Museum and Yorkshire Museum.



Satisfaction levels with parking at Jorvik, Yorkshire Museum, Eureka! and Royal Armouries are lower than at the other attractions.



The majority of visitors to all of the attractions, with the exception of Yorkshire Museum and Jorvik (where slightly fewer visitors would visit the attractions again) would visit the attractions again.



The majority of visitors to all of the attractions would recommend the attractions to others.

The majority of visitors to The Deep and Jorvik, three quarters of visitors to Magna, Yorkshire Wildlife Park and Royal Armouries and two thirds of visitors to Eureka! and the National Coal Mining Museum have visited the attractions’ shops during their visit.



Levels of satisfaction with visits to all of the attractions is high, with only a very small proportion of visitors being dissatisfied with their visits to any of the attractions.

Over three quarters of visitors, who visited the shop at the attractions, said that it met their expectations.



Just under one quarter of visitors to The Deep and one in ten visitors to the National Coal Mining Museum said that the shop exceeded their expectations.

45 Comparison of all Attractions

Exit Survey 2010 Report: Final Results



Visitors were asked how long they have spent at the attractions during their visit. Figure 2.3.1 overleaf details their response.

Two thirds of visitors to Magna and Yorkshire Wildlife Park and just over half of visitors to The Deep and Royal Armouries visited the café during their time at the attraction.

Only a minority of visitors spent less than 2 hours at Yorkshire Wildlife Park (<1%), Magna (<1%), Eureka! (4%) and Yorkshire Sculpture Park (6%).

Less than half of visitors to Yorkshire Sculpture Park, Eureka! and the National Coal Mining Museum and one quarter of visitors at York Castle Museum visited the café during their time at the attraction.

The majority of visitors to Yorkshire Museum (84%) and Jorvik (80%) spent less than 2 hours at the attractions.

Over half of visitors to all the attractions said that the café at the attraction they visited met their expectations.

The majority of visitors to Yorkshire Wildlife Park (87%) and Magna (85%) spent 3 or more hours at the attraction. Less than one fifth of visitors spent 3 or more hours at York Castle Museum (15%) and Yorkshire Museum (4%).

46 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.3.1 How long have you spent here today? % YWP

YSP

Yorkshire Museum York Castle

31 57 64

20 2

Royal Armouries 1 NCMM

43 32

34 69

The Deep 1 0

Eureka! 1 4

Less than 1 hour

1 or more but less than 2 hours

3 or more but less than 4 hours

4 hours or more

19 60

48 20

Jorvik

Magna

8 90

100

2 or more but less than 3 hours

47 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

The majority of visitors to all of the attractions (>90%), with the exception of Yorkshire Museum (85%) and Jorvik (77%) would visit the attractions again.

The majority of visitors to all of the attractions would recommend the attractions to others.

Figure 2.3.3 Would you recommend the attraction to others? %

Figure 2.3.2 Would you visit the attraction again? %

YWP

YSP

100

YSP

Yorkshire Museum

York Castle

Royal Armouries

NCMM

York Castle

100

Royal Armouries

NCMM

Magna

Jorvik

Eureka!

Eureka! The Deep 75

100

The Deep

92 70

Jorvik

97 90

100

48 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

The level of satisfaction with visits to all of the attractions is high (>90%), with only a very small proportion of visitors (<2%) being dissatisfied with their visits to any of the attractions.

Figure 2.3.4 How satisfied are you with your visit today? % YWP

Over half of visitors to all the attractions, with the exception of the National Coal Mining Museum (40%) are very satisfied with their visits to the attractions. Levels of satisfaction are particularly high amongst visitors to Yorkshire Wildlife Park (very satisfied = 91%) and York Castle Museum (very satisfied = 81%).

YSP

Yorkshire Museum

26 31

York Castle

Royal Arm ouries NCMM

Magna

Jorvik

32 31

64 52

Eureka!

47 69

The Deep 0

26 60

32 100

Very satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Very dissatisfied

49 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Visitors were asked to rate a number of different elements of their visit. Figures 2.3.5.a, 2.3.5.b and 2.3.5.c on the following pages detail satisfaction levels (good and very good) with various aspects of the attractions.

Satisfaction levels with parking at Jorvik (41%), Yorkshire Museum (67%), Eureka! (73%) and Royal Armouries (78%) are lower than at the other attractions.

The majority of visitors (>80%) think that the content of the attractions, helpfulness of staff, how easy the attractions are to find, cleanliness, accessibility and visitor experience are good or very good at all of the attractions. The majority of visitors (>85%) to the all of attractions think that value for money is good or very good with the exception of Jorvik where satisfaction levels are lower (78%). The majority of visitors (>85%) to the all of attractions think that finding your way around the attraction is good or very good with the exception of Yorkshire Museum where satisfaction levels are lower (74%).

50 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.3.5.a How would you rate the following aspects of your visit today? %

91 93 89 Helpfulness of staff

98 97 97

100 98 96

96 90

100 100 99

Value for money 78

89 87 99 100

95 Content of the attraction

99 100

100 98 96 94

20 The Deep

Eureka!

30 Jorvik

Magna

NCMM

60 RA

York Castle

90 YSP

100 YWP

51 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.3.5.b How would you rate the following aspects of your visit today? % 92

Ease to find

92 85

95 94 98

67 78

Parking 41

95 96 95 97

83 99 98 99

Cleanliness of attraction 89

20 The Deep

Eureka!

30 Jorvik

40 Magna

50 NCMM

60 RA

York Castle

90 YSP

95 94 97 93

96 96 100

YWP

52 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.3.5.c How would you rate the following aspects of your visit today? % 98 100 96 98 99 98 98

Visitor experience 87

93 92 95

92 92

Accessibility 80

90 89 98 97

74 Finding your way around the attraction

0 The Deep

Eureka!

10 Jorvik

20 Magna

NCMM

50 RA

York Castle

80 YM

90 YSP

96 97 99 98 100 97 100

YWP

53 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

The majority of visitors to The Deep (85%) and Jorvik (84%), three quarters of visitors to Magna (74%), Yorkshire Wildlife park (73%) and Royal Armouries (71%) and two thirds of visitors to Eureka! (69%) and the National Coal Mining Museum (64%) have visited the attractionsâ&#x20AC;&#x2122; shops during their visit.

Figure 2.3.6 Have you visited the shop today? %

YWP

Less than half of visitors to Yorkshire Sculpture Park (48%) and one quarter of visitors to York Castle Museum (25%) have visited the attractionsâ&#x20AC;&#x2122; shops.

YSP

Yorkshire Museum

York Castle

Royal Armouries

NCMM

Magna

Jorvik

Eureka!

The Deep

85 0

100

54 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Visitors who have visited the shop during their visit were asked whether it exceeded their expectations, met their expectations or fell below their expectations, figure 2.3.7 details visitorsâ&#x20AC;&#x2122; responses.

Figure 2.3.7 If you visited the shop, did it meet your expectations? %

Over three quarters of visitors, who visited the shop at the attractions, said that it met their expectations. Just under one quarter of visitors to The Deep (21%) and one in ten visitors to the National Coal Mining Museum (12%) said that the shop exceeded their expectations.

YWP

YSP 2

York Castle 5

Yorkshire Museum

Royal Armouries NCMM

Magna

Jorvik Eureka! The Deep

91 7

89 21

0 20 Exceeded expectations Fell below expectations

4 77

40 60 80 Met expectations

100

55 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Two thirds of visitors to Magna (67%) and Yorkshire Wildlife park (62%) and just over half of visitors to The Deep (56%) and Royal armouries (53%) visited the café during their time at the attraction.

Figure 2.3.8 Have you visited the café/restaurant today? %

Less than half of visitors to Yorkshire Sculpture Park (46%), Eureka! (46%) and the National Coal Mining Museum (43%) and one quarter of visitors at York Castle Museum (25%) visited the café during their time at the attraction.

YWP

YSP

York Castle

Royal Armouries

NCMM

Magna

Eureka!

The Deep

-10

56 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Visitors who had visited the cafe during their visit were asked whether it exceeded their expectations, met their expectations or fell below their expectation, figure 2.3.10 details visitors’ responses.

Figure 2.3.10 If you visited the café/restaurant, did it meet your expectations? %

YWP 5

Over half of visitors to all the attractions said that the café at the attraction they visited met their expectations.

YSP

One third of visitors to The Deep (31%) and one in ten visitors to Yorkshire Sculpture Park (11%) and the National Coal Mining Museum (9%) said that the café at the attraction exceeded their expectations.

Royal Armouries

Visitors who did not visit the café at the attraction they visited were asked why. Figure 2.3.11 overleaf details their response.

Magna

Three quarter of visitors to Yorkshire Wildlife Park (73%) and Magna (73%) and two thirds of visitors to Eureka! (66%) and Yorkshire Sculpture Park (65%) and just over half of visitors to Royal Armouries (56%) said that they did not visit the café because they had brought their own food.

Eureka!

York Castle

One quarter of visitors to Eureka! (29%) and the National Coal Mining Museum (20%) and one in ten visitors to York Castle Museum (15%), The Deep (11%), Royal Armouries (10%) and Yorkshire Wildlife Park (10%) said that the café at the attraction that they visited fell below their expectations.

NCMM

The Deep

31 0

Exceeded expectations Fell below expectations

11 80

100

Met expectations

57 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.3.11 If you did not visit the cafĂŠ / restaurant, why was this? %

20 14 13 11

Not hungry / thirsty

73 65

4 Brought own food

66 14

Already eat elsewhere

12 10

5 5

10 22 23

Intend to eat elsewhere

11 14

20 0 The Deep

10 Eureka!

20 Magna

30 NCMM

40 RA

York Castle

70 YSP

80 YWP

58 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

2.4

Visitor Leisure Time The majority of visitors for all attractions have been shopping (>80%) and three quarters or more of visitors to all of the attractions have eaten out (>75%) in the last 6 months. Key Findings 



Two thirds or more of visitors to all of the attractions, with the exception of Yorkshire Wildlife Park (37%), have visited other attractions in the last 6 months.

The majority of visitors for all attractions have been shopping and three quarters or more of visitors to all of the attractions have eaten out in the last 6 months.

Less than half of visitors to all of the attractions have been to theme parks and the theatre in the last 6 months, except for at Magna, where 58% have been to theme parks and at Yorkshire Museum, where 54% have been to the theatre.

Two thirds or more of visitors to all of the attractions, with the exception of Yorkshire Wildlife Park, have visited other attractions in the last 6 months.

Over half of visitors to all of the attractions, with the exception of Yorkshire Wildlife Park (40%) and the National Coal Mining Museum (41%), have been to the cinema in the last 6 months.

York Castle Museum has the highest proportion of visitors who have visited one of the other attractions in the last 12 months.

One third or more or visitors to all of the attractions have been to the gym or swimming in the last 6 months.

Less than one fifth of visitors to Yorkshire Wildlife Park, with the exception of Magna, have visited any of the other attractions.



Over half of visitors to Eureka! have visited Yorkshire Wildlife Park and Magna.



Over half of visitors to Jorvik have visited York Castle Museum and Yorkshire Museum.



Two thirds of visitors to the National Coal Mining Museum have visited Yorkshire Wildlife Park.

Less than one third of visitors have been to watch spectator sports in the last 6 months.

Figures 2.4.1.a, 2.4.1.b and 2.4.1.c on the following pages, detail which leisure activities visitors have undertaken during the last 6 months.

59 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.4.1.a Which of these leisure activities have you undertaken during the last 6 months? % 34 39 54 46 48 Theatre 24 44 46 26 30 30

15 Theme parks

33 34

17 24

29 38 37

68 61

Visitor attractions

60 0 The Deep

Eureka!

20 Jorvik

30 Magna

40 NCMM

50 RA

York Castle

80 YM

90 YSP

100 YWP

60 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.4.1.b Which of these leisure activities have you undertaken during the last 6 months? % 84

89 92 92

82 83 85

Eating out

93 92 94 92 92

Shopping

96 98 95 98 84 40

Cinema

67 65

59 63 0 The Deep

10 Eureka!

20 Jorvik

30 Magna

50 NCMM

60 RA

70 York Castle

80 YM

90 YSP

100 YWP

61 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Figure 2.4.1.c Which of these leisure activities have you undertaken during the last 6 months? %

7 13 30

30 22 23

Spectator Sports 9

34 19 24

45 44 45

54 37

Gym /Swimming

57 38 53 60 60

0 The Deep

10 Eureka!

20 Jorvik

30 Magna

40 NCMM

50 RA

York Castle

80 YM

90 YSP

100 YWP

62 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Table 2.4.1 details the other attractions that visitors to each of the 10 participating attractions have visited in the last 12 months. York Castle Museum has the highest proportion of visitors who have visited one of the other attractions in the last 12 months; Yorkshire Museum (69%), Jorvik (56%), Magna (56%), Royal Armouries (56%), Yorkshire Sculpture Park (40%), The Deep (33%), Eureka! (19%) and Yorkshire Wildlife park (17%). One third of visitors to The Deep (36%) have visited Yorkshire Wildlife Park in the last 12 months compared to less than one fifth of Yorkshire Wildlife Park visitors (16%) visiting The Deep. Less than one fifth of visitors to Yorkshire Wildlife Park, with the exception of Magna (38%), have visited any of the other attractions. Over half of visitors to Eureka! have visited Yorkshire Wildlife Park (56%) and Magna (51%). Over half of visitors to Jorvik have visited York Castle Museum (57%) and Yorkshire Museum (55%). Two thirds of visitors to the National Coal Mining Museum (65%) have visited Yorkshire Wildlife Park.

63 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Table 2.4.1 The Deep

Eureka!

Jorvik

Magna

NCMM

Royal Armouries

York Castle

Yorkshire Museum

YSP

YWP

Eureka!

Jorvik

Magna

NCMM

Royal Armouries

York Castle

Yorkshire Museum

YSP

YWP

(%) The Deep

Other Attractions visited in last 12 months

Attraction visited

64 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

Summary of Findings

3.1

Visitor Profile

One third of return visitors to Eureka!, Yorkshire Sculpture Park and Yorkshire Wildlife Park visited before in the current year. Just under half of visitors to Yorkshire Museum, Jorvik and York Castle Museum and one third of visitors to The Deep who are staying away from home are staying in a hotel.

Three quarters of return visitors to Jorvik and York Castle Museum visited before 3 or more years ago. No visitors to Magna visited before 3 or more years ago.

Just under two thirds of visitors to Yorkshire Sculpture Park and Yorkshire Museum and half of visitors to Royal Armouries and York Castle Museum attended the attraction in adult only parties (one other adult, adult party or alone).

Over half of visitors to Eureka! and just under half of visitors to the National Coal Mining Museum and Yorkshire Wildlife Park are aged under 16.

Over half of visitors to Jorvik and York Castle Museum attended as part of a 2 or more night overnight stay. The majority of visitors to Eureka! (81%), three quarters of visitors to Yorkshire Sculpture park (79%) and two thirds of visitors to Royal Armouries (66%) and the National Coal Mining Museum (65%) who are staying away from home are staying with friends and family.

One quarter or more of visitors to all the attractions are aged 16 to 44 years old. Less than one in ten visitors to the majority of attractions are aged 65 and over, with the exception of Yorkshire Museum and York Castle Museum.

Just under two thirds of visitors to Yorkshire Sculpture Park and Magna and just over half of visitors to Royal Armouries, Eureka! and The Deep have visited the attraction before.

Just under half of visitors to Yorkshire Museum, Jorvik and York Castle Museum and one third of visitors to The Deep who are staying away from home are staying in a hotel.

Only one third of visitors to Yorkshire Wildlife Park and the National Coal Mining Museum have visited before. 65 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

The majority of visitors to Magna, Royal Armouries, the National Coal Mining Museum, Yorkshire Wildlife Park, Yorkshire Sculpture Park, The Deep and Eureka! travelled to the attraction by car.

One third of visitors to Yorkshire Museum and one quarter of visitors to York Castle Museum and Jorvik travelled to the attraction by foot.

Less than one fifth of visitors chose to visit any of the attraction’s because of publicity, with the exception of Magna, Yorkshire Museum and Royal Armouries.

Just under two thirds of visitors to Yorkshire Museum and one third of visitors to Jorvik and York Castle Museum travelled less than 5 miles to visit the attraction.

Less than half of visitors chose to visit any of the attractions because they have been before. Just under three quarters of visitors to visit Royal Armouries and just over half of visitors to Yorkshire Wildlife Park chose to visit the attraction because of word of mouth recommendation.

3.2

One third of visitors to the National Coal Mining Museum and one quarter of visitors to Jorvik, Yorkshire Museum and York Castle Museum chose to visit because of the attraction’s good reputation.

Motivating Factors & Awareness of Publicity

Two thirds of visitors to Eureka! and The Deep chose to visit the attraction because they thought it would make a good day out for the children or grandchildren.

Over half of visitors to Royal Armouries, just under half of visitors to Jorvik, one third of visitors to The Deep and one quarter of visitors to Yorkshire Museum look for information about attractions to visit on websites (not attractions websites).

Two thirds of visitors to Yorkshire Wildlife Park and half of visitors to Royal Armouries saw publicity about the attractions on the attraction’s website prior to their visit. Less than one quarter of visitors to all attractions, with the exception of Jorvik saw publicity in the form of the attraction’s leaflet prior to their visit to the attraction.

Three quarters of visitors to Yorkshire Wildlife Park, just over half of visitors to Magna and just under half of visitors to Yorkshire Sculpture Park look for information about attractions to visit on attraction’s websites.

66 Comparison of all Attractions

Exit Survey 2010 Report: Final Results

One third of visitors to Yorkshire Sculpture Park, Yorkshire Wildlife Park, Magna and Royal Armouries heard publicity via word of mouth prior to their visit to the attraction.

One third of visitors to Yorkshire Museum, Magna and The Deep have seen Welcome to Yorkshire’s TV advert and two thirds of visitors had not seen the TV advert.

Three quarters of visitors to Yorkshire Wildlife Park have seen the attraction’s website. Two thirds of visitors to Royal Armouries and over half of visitors to The Deep and Magna have seen the attractions’ websites.