Yorkshire’s Magnificent Attractions Exit Survey 2011 Comparison of all Attractions
Report: Final Results November 2011
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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
8
2.1 Visitor Profile
8
21
1 1
1.3 Methodology
2
2.2 Motivating Factors & Awareness of Publicity
1.4 Analysis
2
2.3 Visiting the Attractions
44
1.5 Respondent Profile
3
2.4 Visitor Leisure Time
58
Summary of Findings
64
3.
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1.
Introduction
Yorkshire Museum; and
1.1
Context for the Research
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 12 years, in which time the membership has fluctuated. Although operating for 12 years as a marketing group it is only in the last 7 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 9 of the participating attractions in 2011. 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 7 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 9 attractions took part in the exit research programme in 2011:
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 2011 Report: Final Results
1.3
Methodology 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.
The questionnaire for the exit research has been developed over the years by the group and it is vital that the 2011 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.
1.4
Analysis
It should be remembered that the responses gathered represent a cross section of visitors to each attraction during the fieldwork periods of the research.
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.
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.
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 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.
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 a cross section of visitors were sampled across weekdays and weekends. 2 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
1.5 Respondent Profile Figure 1.5.1 Respondent: Gender %
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.
YWP
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 Royal Armouries (46%) and Magna (49%), where just under half of visitors are female. Three quarters of visitors to Eureka! (71%) and two thirds of visitors to Yorkshire Museum (67%) are female.
Yorkshire Museum
Yorkshire Wildlife Park (peak = 49%, off peak = 54%);
Yorkshire Museum (peak = 32%, off peak = 37%);
York Castle Museum (peak = 36%, off peak = 50%);
Royal Armouries (peak = 50%, off peak = 64%); and
Magna (peak = 50%, off peak = 56%).
67
40
60
Royal Armouries
54
NCMM
46
47
Magna
53
51
Jorvik
49
41
Eureka!
The National Coal Mining Museum has a lower proportion of male visitors in off peak times than peak times (peak = 50%, off peak = 38%).
50
33
York Castle
The following attractions have a higher proportion of male visitors in off peak times than peak times (equal to or greater than 5%):
50
59
29
The Deep
71
58
42 0
20
40
Male
60
80
100
Female
3 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
More than half of visitors to all the attractions, with the exception of Yorkshire Museum (43%), Jorvik (47%), York Castle Museum (48%) and the National Coal Mining Museum are aged 16 to 44. The majority of visitors to Magna (88%) and three quarters of visitors to Yorkshire Wildlife Park (75%) are aged 16 to 44.
Figure 1.5.2 Peak / Off peak: Respondent: Gender % 54
YWP Off peak YWP Peak
46 51
49 37
YM Off peak YM Peak
63 68
32
York Castle Off peak
50
50 36
York Castle Peak
64
36
50
RA Peak
50
38
NCMM Peak
62 50
50
Magna Off peak
44
56
Magna Peak
50
50 43
Jorvik Off peak
59
31
Eureka! Off peak Eureka! Peak
Royal Armouries (peak = 56%, off peak = 77%);
Eureka! (peak = 63%, off peak = 75%); and
The Deep (peak = 62%, off peak = 75%).
Yorkshire Wildlife Park (peak = 77%, off peak = 71%); and
Yorkshire Museum (peak = 46%, off peak = 33%).
69 72
28
The Deep Off peak
45
The Deep Peak
41 0
The following attractions have a higher proportion of visitors aged 16 to 44 in peak times than off peak times:
57
41
Jorvik Peak
The following attractions have a higher proportion of visitors aged 16 to 44 in off peak times than peak times:
64
RA Off peak
NCMM Off peak
More than one in ten visitors to Yorkshire Museum (17%), Jorvik (14%), the National Coal Mining Museum (12%) and York Castle Museum (11%) are aged 65 and over.
20 Male
55 59 40
60
80
100
Female
4 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 1.5.3 Respondent: Age %
Figure 1.5.4 Peak / Off peak: Respondent: Age % 66
YWP Off peak 3
YWP 2
16
57
19
42
YWP Peak 2 YM Off peak
Yorkshire Museum
5
13
25
20
20
17
York Castle
6
14
28
21
20
YM Peak 5
11
12
9
41
22
8
54 18
14 9
16
8
31
10
34
24
15
12
NCMM Peak 2 13 Magna Off peak 3
Magna
5
Jorvik 3
39
15
44
29
23
10 2
16
14
6
Jorvik Off peak
7
Jorvik Peak
7
Eureka! 3
30
38
15
9 5
Eureka! Peak 4
The Deep
10 0
26 20
16-24
30 40
25-34
35-44
15 60 45-54
10 80
55-64
9
0
100
19 18
4
10 11 19
11
34
25
13
13 10 3
39 18
10 2
25
33
15
22
32
17
36 33
31
19
29 40
25-34 55-64
11 13 5
12 3 8 16
60
13 15
13
33
24 20
9
20
22
16-24 45-54
65+
15
33
26
9
The Deep Peak
22
43
13
The Deep Off peak
17
54
12
Eureka! Off peak
16
23
29
Magna Peak
18
32
NCMM Off peak 3 14
NCMM 2 13
20
65 14
42
21
24
6 6
RA Peak
28
21
4
17
18 27
York Castle Peak 4 13 RA Off peak
Royal Armouries
21
6 9
York Castle Off peak
24
12 10 80
100
35-44 65+
5 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
The majority of respondents to all of the attractions are from a White British background (95% or more) and only a minority (5% or less) are from a Black or minority ethnic (BME) background. Royal Armouries has the highest proportion of visitors (5%) from a Black or minority ethnic (BME) background.
Figure 1.5.5 Respondent: Ethnic Group % YWP
97
3
Yorkshire Museum
96
4
York Castle
97
3
Royal Armouries
95
5
NCMM
99
1
Magna
99
1
Jorvik
98
2
Eureka!
98
2
The Deep
97
3
0
20
40
Non BME
60
80
100
BME
6 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
More than two thirds of visitors to all the attractions are working either full or part time, with the exception of Yorkshire Museum (62%) where just under two thirds of visitors are working.
Figure 1.5.6 Respondent: Occupation % YWP
Magna (86%), Yorkshire Wildlife Park (85%) and The Deep (83%) have the highest proportion of working visitors.
Yorkshire Museum
One quarter of visitors, who took part in the exit interviews at Yorkshire Museum (27%) and one fifth of visitors at Jorvik (21%) and the National Coal Mining Museum (19%) are retired.
5 6
62
York Castle
26
80
Royal Armouries
More than one in ten visitors to Eureka! (16%), Magna (12%) and Yorkshire Wildlife Park (12%) are looking after the home.
12 3
85
3 3 14
72
NCMM
7
70
Magna
12
3
19
86
Jorvik
44
76
21
16
83
The Deep 0
20
40
Working full/part time Studying Other
8
12 2
71
Eureka!
9
6
54 8 60
80
100
Looking after home Retired
7 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Main Findings
2.
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
One third or less of visitors to Yorkshire Museum, Jorvik, York Castle Museum and Royal Armouries 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 Jorvik.
Almost three quarters of visitors to Yorkshire Wildlife Park have visited the attraction before.
Just under two thirds of visitors to Royal Armouries and Eureka! and just over half of visitors to Magna and Jorvik have visited the attraction before.
Two thirds of visitors to Yorkshire Museum and half of visitors to York Castle Museum, The Deep and the National Coal Mining Museum are first time visitors.
Key Findings
The majority of visitors to Eureka! attended the attraction in family groups, including children.
Three quarters of visitors to The Deep and Magna, two thirds of visitors to Yorkshire Wildlife Park and the National Coal Mining Museum half of visitors to Jorvik, York Castle Museum and Royal Armouries attended the attraction in family groups, including children.
Over half of visitors to Yorkshire Museum and just under half of visitors to York Castle Museum, Royal Armouries and Jorvik attended the attraction in adult only parties (one other adult, adult party or alone).
Half of return visitors to Eureka!, just under half of return visitors to Yorkshire Museum, one third of return visitors to Royal Armouries and one quarter of return visitors to The Deep visited before in the current year.
All attractions see an increased proportion of peak visitors attending in family groups with children than off peak visitors.
Three quarters of return visitors to Jorvik and two thirds of return visitors to York Castle Museum visited before 3 or more years ago.
Three quarters of visitors to Magna and half of visitors to Eureka! are aged under 16 years old.
Over half of return visitors to Yorkshire Wildlife Park and Magna visited before during the previous year.
8
Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Almost all of visitors to Magna, Yorkshire Wildlife Park, Eureka! and the National Coal Mining Museum attended the attraction as part of a day trip from home.
More than three quarters of visitors to Royal Armouries and The Deep also attended the attraction as part of a day trip from home.
Over half of visitors to Jorvik, Yorkshire Museum and York Castle Museum attended as part of a 1 or more night overnight stay.
Two thirds of visitors to Eureka!, just under half of visitors to the National Coal Mining Museum and one thirds of visitors to Royal Armouries who are staying away from home are staying with friends and family.
Just under half of visitors to Yorkshire Museum, York Castle Museum, Jorvik and Royal Armouries and one third of visitors to The Deep who are staying away from home are staying in a hotel.
The majority of visitors to Magna, Yorkshire Wildlife Park the National Coal Mining Museum, The Deep and Eureka! travelled to the attraction by car.
Just under half of visitors to Yorkshire Museum and one third of visitors to Jorvik and York Castle Museum travelled to the attraction by foot.
One fifth of visitors to Jorvik and York Castle Museum and one in ten visitors to Yorkshire Museum travelled to the attraction by Park and Ride.
Over half of visitors to Yorkshire Museum, over one third of visitors to Jorvik and York Castle Museum and one fifth of visitors to The Deep travelled less than 5 miles to visit the attraction.
Two thirds of visitors to The Deep, half of visitors to Eureka! and over one third of visitors to York Castle Museum, Jorvik, Yorkshire Wildlife Park, Magna and the National Coal Mining Museum travelled further than 20 miles to visit the attraction.
9 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figures 2.1.1 and 2.1.2 overleaf detail who respondents visited each attraction with. The majority of visitors to Eureka! (93%) attended the attraction in family groups, including children. Three quarters of visitors to The Deep (76%) and Magna (71%), two thirds of visitors to Yorkshire Wildlife Park (63%) and the National Coal Mining Museum (60%), half of visitors to Jorvik (56%), York Castle Museum (50%) and Royal Armouries (50%) attended the attraction in family groups, including children. Only one third of visitors to Yorkshire Museum (39%) attended the attraction in family groups, including children.
Figure 2.1.1 Visitor: Party Composition % 63
YWP Yorkshire Museum
50
Royal Armouries
32
Jorvik
22
43
71 2
56
Eureka!
12
12 4
17
62
Magna
6
33
50
NCMM
All attractions see an increased proportion of peak visitors attending in family groups with children than off peak visitors.
22
41
39
York Castle
Over half of visitors to Yorkshire Museum (59%) and just under half of visitors to York Castle Museum (49%), Royal Armouries (45%) and Jorvik (41%) attended the attraction in adult only parties (one other adult, adult party or alone).
11 2
6
14
15
7 2
18
31
10
6
93
The Deep
76 0
20
40
2
16 60
80
Family party including children Non-family party including children Organised group One other adult Adult party Alone
10 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
6 100
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
17
46
YWP Peak
9 3
69 23
YM Off peak YM Peak
54
2
16
York Castle Peak
36
2
45
York Castle Off peak
RA Peak
6 5
34
33
Magna Peak Jorvik Off peak
32
Jorvik Peak
2
43
2
26
6
13
87
Eureka! Peak
11 21
64
Eureka! Off peak
14
40
9
4
3
18
78
4
95
The Deep Off peak
4
60
The Deep Peak
22
14
81
0
20
40
Less than one in ten visitors to the majority of attractions are aged 65 and over, with the exception of Yorkshire Museum (14%) and Jorvik (10%).
8
11
3 8
52
One quarter or more of visitors to all the attractions are aged 16 to 44 years old.
8
2
34
72
Ma gna Off peak
12
9 3
23
NCMM Peak
5
55
55
NCMM Off peak
10
25
6 4
33
9
20
62
RA Off peak
18
55
3
Three quarters of visitors to Magna (17%) and half of visitors to Eureka! (52%) are aged under 16 years old. One third or less of visitors to Yorkshire Museum (33%), Jorvik (32%), York Castle Museum (29%) and Royal Armouries (28%) are aged under 16.
34
3
14
60
80
3
100
Family party including children Non-family party including children Organised group One other adult Adult party Alone
11 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.1.3. Visitor: Age %
YWP
24
Yorkshire Museum
5
York Castle
6
Royal Armouries
7
NCMM
14
11
7
12
6
9
6
8
17
5
The Deep
13
5
0
10 0 to 5
25
16
14
20 6 to 10
13
7
30 11 to 15
11
7
40 16 to 24
1
8
8
9
10
8
31
60 25 to 44
4 11
9
10
7
32
50
12
18
15
3 2
9
70 45 to 54
2
14
13
24
9
6
19
16
27
10
18
14
30
33
Eureka!
14
29
37
Jorvik
31
12
18
Magna
3
24
11
13
6
80 55 to 64
5
7
90
3
6
100 65 +
12 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Almost three quarters of visitors to Yorkshire Wildlife Park (72%) have visited the attraction before.
Figure 2.1.4 Have you visited the attraction before? %
Just under two thirds of visitors to Royal Armouries (61%) and Eureka! (61%) and just over half of visitors to Magna (58%) and Jorvik (52%) have visited the attraction before.
Yorkshire Museum
Two thirds of visitors to Yorkshire Museum (69%) and half of visitors to York Castle Museum (55%), The Deep (52%) and the National Coal Mining Museum (50%) are first time visitors.
York Castle Museum (peak = 48%, off peak = 38%);
Jorvik (peak = 55%, off peak = 43%); and
The Deep (peak = 50%, off peak = 45%).
28
69
31
York Castle
The following attractions have an increased proportion of peak return visitors in comparison to off peak return visitors:
72
YWP
45
55
Royal Armouries
61
NCMM
39
50
Magna
50
58
42
The following attractions have an increased proportion of off peak return visitors in comparison to peak return visitors: Jorvik
Royal Armouries (peak = 50%, off peak = 93%);
Magna (peak = 50%, off peak = 82%);
Yorkshire Museum (peak = 28%, off peak = 40%); and
61
Eureka!
The Deep
The National Coal Mining Museum (peak = 48%, off peak = 53%).
48
52
39
48 0
20
52 40
Yes
60
80
100
No
13 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.1.5 Peak / Off peak: Have you visited the attraction before? % 75
YWP Off peak YWP Peak
25 29
71 40
YM Off peak
60
28
YM Peak
72 38
York Castle Off peak
62 48
York Castle Peak
52 93
RA Off peak RA Peak
7 50
50
NCMM Off peak
53
NCMM Peak
48
47 52
Magna Off peak
18
82 50
Magna Peak
50
43
Jorvik Off peak
57 55
Jorvik Peak
45 63
Eureka! Off peak Eureka! Peak
37 39
61 45
The Deep Off peak
55 50
The Deep Peak
0
10
20
50 30
40
50
Yes
60
70
80
90
100
No
14 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Half of return visitors to Eureka! (48%), just under half of return visitors to Yorkshire Museum (40%), one third of return visitors to Royal Armouries (34%) and one quarter of return visitors to The Deep (24%) visited before in the current year.
Figure 2.1.6 If you have visited before, when did you last visit? % YWP
Three quarters of return visitors to Jorvik (76%) and two thirds of return visitors to York Castle Museum (69%) visited before 3 or more years ago. Only 4% of return visitors to Magna visited before 3 or more years ago.
6
57
Yorkshire Museum
Over half of return visitors to Yorkshire Wildlife Park (57%) and Magna (55%) visited before during the previous year.
25
40
York Castle
14
9
Royal Armouries
11
69
29
19
30
Magna
13
Jorvik
12 4 8
14
23
22
29
55
28
24
0 This year 2 years ago
4
76
48
Eureka!
The Deep
39
8
34
NCMM
10
12
22
18
20
17
40
10
20
41
60
80
100
Last year 3 or more years ago
15 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Almost all of visitors to Magna (99%), Yorkshire Wildlife Park (98%), Eureka! (94%) and the National Coal Mining Museum (91%) attended the attraction as part of a day trip from home. More than three quarters of visitors to Royal Armouries (81%) and The Deep (76%) also attended the attraction as part of a day trip from home.
Figure 2.1.7 Which of these best describes your visit? % YWP
Over half of visitors to Jorvik (60%), Yorkshire Museum (55%) and York Castle Museum (54%) attended as part of a 1 or more night overnight stay. Peak visitors to York Castle Museum (peak = 49%, off peak = 35%) are more likely to be visiting as part of a day trip than off peak visitors. Off peak visitors to Jorvik (peak = 34%, off peak = 56%) and York Castle Museum (peak = 49%, off peak = 35%) are more likely to be visiting as part of a day trip than peak visitors.
98
Yorkshire Museum
45
York Castle
46
9
27
14
Royal Armouries
81
NCMM
91
Magna
Jorvik
2
19
20
20
4 8
7
2 6
99
16
40
16
28
94
Eureka!
The Deep
76
0 20 A day trip from home
40
Part of a 2-3 night holiday
5
6 7
11
60 80 100 Part of an overnight stay Part of a 4+ night holiday
16 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.1.8 Peak / Off peak: Which of these best describes your visit? % YWP Off peak
98
2
YWP Peak
98
2
YM Off peak
10
45
YM Peak
46
York Castle Off peak
35
York Castle Peak
27
8
27
19
24
20
21 12
49
RA Off peak
18
18
21
100
RA Peak
74
6
NCMM Off peak
93
NCMM Peak
90
Magna Peak
99 9
56 34
18
Eureka! Off peak
12
23
17
31
92
Eureka! Peak
2
8 99
Jorvik Peak
9 4
Magna Off peak
Jorvik Off peak
11
6 4
94 78
The Deep Off peak The Deep Peak
14
75 0
A day trip from home
10
20
30
3
40
Part of an overnight stay
50
60
Part of a 2-3 night holiday
70
5
8 80
3
14 90
100
Part of a 4+ night holiday
17 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Two thirds of visitors to Eureka! (64%), just under half of visitors to the National Coal Mining Museum (43%) and one thirds of visitors to Royal Armouries (34%) who are staying away from home are staying with friends and family.
Figure 2.1.9 Where are you staying? % Yorkshire Museum
Just under half of visitors to Yorkshire Museum (49%), York Castle Museum (47%), Jorvik (45%) and Royal Armouries (45%) and one third of visitors to The Deep (33%) who are staying away from home are staying in a hotel.
49
York Castle
19
47
Royal Armouries
18
45
NCMM
26
7
9
Jorvik
12
The Deep
11
8
34
5
32
43
18
20
33
0
9
7 3
15
16
17
45
Eureka!
7
14
12
10
64
6
20
40
Hotel Campsite/Caravan site Self catering
28
4
17
60
13 3
80
100
B&B With friends/relatives Other
18 Comparison of all Attractions
Exit Survey 2011 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 (99%), Yorkshire Wildlife Park (99%) the National Coal Mining Museum (96%), The Deep (87%) and Eureka! (84%) travelled to the attraction by car.
Figure 2.1.10 What is the main form of transport you used to visit the attraction today? % 99
YWP
Just under half of visitors to Yorkshire Museum (43%) and one third of visitors to Jorvik (31%) and York Castle Museum (30%) travelled to the attraction by foot.
Yorkshire Museum York Castle
One fifth of visitors to Jorvik (21%) and York Castle Museum (18%) and one in ten visitors to Yorkshire Museum (11%) travelled to the attraction by Park and Ride.
12
18
31
13
7
Royal Armouries
43
11
30
65
10
NCMM
96
Magna
99
Jorvik
28
8
11 2
9
18
11
The Deep
31
21
Car Taxi Motorbike Other
20 40 Bus On foot Park & Ride
3
5 11
87 0
13
2
84
Eureka!
2
43 4 60
80
100
Train Bicycle Coach / Mini bus
19 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Over half of visitors to Yorkshire Museum (57%), over one third of visitors to Jorvik (43%) and York Castle Museum (38%) and one fifth of visitors to The Deep 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 10
Two thirds of visitors to The Deep (67%), half of visitors to Eureka! (57%) and over one third of visitors to York Castle Museum (49%), Jorvik (44%), Yorkshire Wildlife Park (43%), Magna (38%) and the National Coal Mining Museum (38%) travelled further than 20 miles to visit the attraction.
43
Yorkshire Museum
57
York Castle
14
23 8
8 5
7
26
7 7
0 20 5 miles or less 11-20 miles 51-100 miles
40
6
11 4
32
5
34
4
25
13
37
30
10 3
18
28
6 7
17
19
25
36
43
8
17
46
Jorvik
The Deep
20
18
Magna 2 14
Eureka!
6 7
38
Royal Armouries NCMM
35
6
12
29
8
60 80 100 6-10 miles 21-50 miles More than 100 miles
20 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
2.2 Motivating Factors & Awareness of Publicity
Two thirds of visitors chose to visit Yorkshire Wildlife Park because they have been before. More than one third of visitors chose to visit Eureka!, Magna, Royal Armouries and the National Coal Mining Museum because they have been previously.
Two thirds of visitors chose to visit Yorkshire Wildlife Park because of word of mouth recommendation. Over half of visitors to Magna and just under half of visitors to Eureka!) and the National Coal Mining Museum chose to visit the attraction because of word of mouth recommendation.
One third of visitors to Jorvik and one quarter of visitors to the National Coal Mining Museum and York Castle Museum chose to visit because of the attraction’s good reputation.
Just under half of visitors to Eureka! and The Deep and one third of visitors to Jorvik, York Castle Museum and the National Coal Mining Museum chose to visit the attraction because they thought it would make a good day out for the children or grandchildren.
Just under half of visitors to Magna, one third of visitors to Yorkshire Wildlife Park and one quarter of visitors to the National Coal Mining Museum, The Deep and Eureka! saw publicity about the attraction they visited on the attraction’s website prior to their visits.
Key Findings
Over half of visitors to Eureka!, Jorvik and Yorkshire Museum and more than one third of visitors to Royal Armouries and the National Coal Mining Museum look for information about attractions to visit on websites (not attractions’ websites). Two thirds of visitors to Eureka!, Magna and the National Coal Mining Museum and half of visitors to Jorvik, Royal Armouries and Yorkshire Wildlife Park look for information about attractions to visit on attractions’ websites. Over half of visitors to Yorkshire Museum and York Castle Museum and over one third of visitors to Yorkshire Wildlife Park, Royal Armouries, Magna and The Deep look for information in attractions’ leaflets. Half of visitors to Yorkshire Wildlife Park, Royal Armouries and Magna rely on word of mouth when looking for information to plan a day out. Less than one fifth of visitors chose to visit any of the attractions because of publicity, with the exception of Yorkshire Museum and York Castle Museum.
21 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Less than one third of visitors to all attractions, with the exception of Yorkshire Museum and York Castle Museum saw publicity in the form of the attraction’s leaflet prior to their visit to the attraction.
One third of visitors to Yorkshire Wildlife Park and Royal Armouries heard publicity via word of mouth prior to their visit to the attraction.
One quarter of visitors to the majority of the attractions did not see any publicity prior to their visit.
Half of visitors to Yorkshire Museum decided to visit the attractions on the day of their visit, either before they left home or en route.
Three quarters of visitors to Yorkshire Wildlife Park decided to visit the attraction the day before their visit and no visitors decided to visit more than a week before.
Just under half of visitors to Jorvik decided to visit more than a week before their visit.
One third of visitors to The Deep and one quarter of visitors to York Castle Museum, the National Coal Mining Museum and Eureka! decided to visit the attractions more than a week before their visit.
Two thirds of visitors to Yorkshire Wildlife Park have seen Yorkshire’s Magnificent Attraction’s website and leaflet.
One quarter of visitors to Royal Armouries, Yorkshire Museum, the National Coal Mining Museum, York Castle Museum, Magna and Jorvik and one fifth of visitors to Eureka! and The Deep have seen Yorkshire’s Magnificent Attractions’ leaflet.
With the exception of Yorkshire Wildlife Park and Magna, less than one quarter of visitors to all of the attractions have seen Yorkshire’s Magnificent Attractions’ leaflet.
Three quarters of visitors to Eureka! have seen the attraction’s website.
Just over half of visitors to the National Coal Mining Museum and half of visitors to Magna have seen the attractions’ websites.
Less than half of visitors to The Deep, Yorkshire Wildlife Park, Royal Armouries, Jorvik, York Castle Museum and Yorkshire Museum have seen the attractions’ websites.
One quarter or more of visitors to all of the attractions visited the websites to find out about opening hours.
Half of visitors to Magna visited the attraction’s website to find out the attraction’s postcode and two thirds visited to find maps and directions.
22 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Just over half of visitors to Yorkshire Wildlife Park and just under half of visitors to the National Coal mining Museum visited the attraction’s website to find maps and directions.
More than one quarter of visitors to Royal Armouries, The Deep and Jorvik visited the attraction’s website to book online, compared to less than one third of the other attractions.
Two thirds of visitors to Magna and half of visitors to The Deep and York Castle Museum visited the attraction’s websites to find out information about pricing.
Two thirds of visitors to Royal Armouries, York Castle Museum, Magna and Yorkshire Museum visited the attraction’s websites for details about what to find at the attractions.
Two thirds of visitors to Magna and half of visitors to Yorkshire Wildlife Park think that being easy to get to is an important consideration for their visit to the attraction.
More than one third of visitors to Magna and Yorkshire Wildlife Park think that reputation is an important consideration for their visit.
Two thirds of visitors to Magna and half of visitors to Yorkshire Wildlife Park, Eureka! and the National Coal Mining Museum think that cost of entry is an important consideration for their visit.
Distance from home is an important consideration for two thirds of visitors to Yorkshire Wildlife Park and half of visitors to Eureka! and the National Coal Mining Museum.
Three quarters of visitors to Yorkshire Wildlife Park and Magna said that the weather was an important consideration for their visit.
Educational content of the attraction was an important consideration for just under half of visitors to the National Coal Mining Museum and Eureka!.
23 Comparison of all Attractions
Exit Survey 2011 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).
Less than one fifth of visitors to the majority of attractions look for information in online advertising, with the exception of the York Castle Museum (44%) and Yorkshire Museum (35%). Half of visitors to Yorkshire Wildlife Park (50%), Royal Armouries (49%) and Magna (48%) rely on word of mouth when looking for information to plan a day out.
Over half of visitors to Eureka! (66%), Jorvik (56%) and Yorkshire Museum (51%) and more than one third of visitors to Royal Armouries (43%) and the National Coal Mining Museum (39%) look for information about attractions to visit on websites (not attractions’ websites). Two thirds of visitors to Eureka! (68%), Magna (65%) and the National Coal Mining Museum (61%) and half of visitors to Jorvik (55%), Royal Armouries (55%) and Yorkshire Wildlife Park (50%) look for information about attractions to visit on attractions’ websites. Over half of visitors to Yorkshire Museum (59%) and York Castle Museum (55%) and over one third of visitors to Yorkshire Wildlife Park (43%), Royal Armouries (43%), Magna (42%) and The Deep (39%) look for information in attractions’ leaflets.
24 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.2.1.a Where do you look for information about attractions to visit when planning a day out? % 5 51
21 43 Other w ebsite
39
8
56 66
22 50 39
47 55
Attraction's w ebsite
61 65
55
68
17 43
59 55
43 Attraction's leaflet
24 11
42
18 39
0 The Deep
Eureka!
10 Jorvik
20 Magna
30
40 NCMM
50 RA
60
York Castle
70 YM
80 YWP
25 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.2.1.b Where do you look for information about attractions to visit when planning a day out? % 2 35
44 7 Online advertising
6 6 18
7 58
50 26
28 49 Word of mo uth
22 48 13
18 17
0 The Deep
Eureka!
10
20 Jorvik
30 Magna
40 NCMM
50 RA
60 York Castle
70 YM
80 YWP
26 Comparison of all Attractions
Exit Survey 2011 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 Jorvik (31%) and one quarter of visitors to the National Coal Mining Museum (26%) and York Castle Museum (21%) chose to visit because of the attraction’s good reputation.
Less than one fifth of visitors chose to visit any of the attractions because of publicity, with the exception of Yorkshire Museum (26%) and York Castle Museum (23%).
Just under half of visitors to Eureka! (42%) and The Deep (40%) and one third of visitors to Jorvik (32%), York Castle Museum (31%) and the National Coal Mining Museum (30%) chose to visit the attraction because they thought it would make a good day out for the children or grandchildren.
Two thirds of visitors chose to visit Yorkshire Wildlife Park (64%) because they have been before. More than one third of visitors chose to visit Eureka! (49%), Magna (48%), Royal Armouries (42%) and the National Coal Mining Museum (37%) because they have been previously. Two thirds of visitors chose to visit Yorkshire Wildlife Park (67%) because of word of mouth recommendation. Over half of visitors to Magna (55%) and just under half of visitors to Eureka! (455) and the National Coal Mining Museum (41%) chose to visit the attraction because of word of mouth recommendation.
27 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.2.2.a What made you choose to visit the attraction? % 19 23
4
Publicity (advert / brochure / website)
12 8
1
26
15
6 64
14
32
42
37
Been previously
48
26
49
29 19 14
Word of mouth
67 24 41
55
23 45
19 0 The Deep
Eureka!
10 Jorvik
20 Magna
30 NCMM
40 RA
50
60
York Castle
70 YM
80 YWP
28 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.2.2.b What made you choose to visit the attraction? % 4 26 21 4 Good reputation
6 4 31 11 15
23 31 5
Good day out for grand/ children
30 6 32 42 40 0
The Deep
Eureka!
10 Jorvik
20
30
Magna
40 NCMM
50 RA
60
York Castle
70 YM
80 YWP
29 Comparison of all Attractions
Exit Survey 2011 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.
One quarter of visitors to the majority of the attractions did not see any publicity prior to their visit. One third of visitors to Magna (39%), Royal Armouries (34%) and Jorvik (32%) did not see any publicity about the attraction they visited prior to their visit.
Just under half of visitors to Magna (42%), one third of visitors to Yorkshire Wildlife Park (34%) and one quarter of visitors to the National Coal Mining Museum (26%), The Deep (25%) and Eureka! (24%) saw publicity about the attraction they visited on the attraction’s website prior to their visits. Less than one third of visitors to all attractions, with the exception of Yorkshire Museum (44%) and York Castle Museum (42%) saw publicity in the form of the attraction’s leaflet prior to their visit to the attraction. One third of visitors to Yorkshire Wildlife Park (39%) and Royal Armouries (30%) heard publicity via word of mouth prior to their visit to the attraction.
30 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.2.3.a Where, if anywhere, did you see publicity about the attraction prior to your visit today? % 34 12 8 8 26
Attraction's website
42 2 24 25 32 44 42 15 Attraction's leaflet
25 18 19 13 27 0
The Deep
Eureka!
10 Jorvik
20
30
Magna
NCMM
40 RA
50
York Castle
YM
60 YWP
31 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.2.3.b Where, if anywhere, did you see publicity about the attraction prior to your visit today? % 23 21 22 34 21
Did not see any publicity
39 32 29 20
39 18 17 30 Word of mouth
17 23 9 17 20 0
The Deep
Eureka!
10 Jorvik
20 Magna
30 NCMM
RA
40 York Castle
50 YM
60 YWP
32 Comparison of all Attractions
Exit Survey 2011 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? %
Half of visitors to Yorkshire Museum (49%) decided to visit the attractions on the day of their visit, either before they left home or en route.
YWP
Three quarters of visitors to Yorkshire Wildlife Park (74%) decided to visit the attraction the day before their visit and no visitors decided to visit more than a week before. Just under half of visitors to Jorvik (45%) decided to visit more than a week before their visit.
5
15
Yorkshire Museum
25
York Castle
21
Royal Armouries
One third of visitors to The Deep (36%) and one quarter of visitors to York Castle Museum (26%), the National Coal Mining Museum (22%) and Eureka! (21%) decided to visit the attractions more than a week before their visit.
19
NCMM
Magna
Jorvik
Eureka!
The Deep
74
24 8
5
25
9
21
26
20
8
31
18
14
13
22
11
8
9
30
23
21
6
10
15
29
2
11
54
26
19
9
15
32
26
15
15
19
25
2
6
15
25
6
11
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 2011 Report: Final Results
Two thirds of visitors to Yorkshire Wildlife Park have seen Yorkshire’s Magnificent Attraction’s website (68%) and leaflet (66%).
Figure 2.2.5 Have you seen Yorkshire's Magnificant Attractions' leaflet or website? %
One quarter of visitors to Royal Armouries (26%), Yorkshire Museum (26%), the National Coal Mining Museum (24%), York Castle Museum (23%), Magna (23%) and Jorvik (22%) and one fifth of visitors to Eureka! (19%) and The Deep (13 have seen Yorkshire’s Magnificent Attractions’ leaflet.
66 68
YWP Yorkshire Museum
Less than one quarter of visitors to all of the attractions have seen Yorkshire’s Magnificent Attractions’ leaflet, With the exception of Yorkshire Wildlife Park (68%) and Magna (42%).
24 12 23
York Castle
10
Royal Armouries
26 13 24 22
NCMM
23
Magna
42 22
Jorvik
16 19 16
Eureka!
13
The Deep
5 0
10
20 Website
30
40
50
60
70
Leaflet
34 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Three quarters of visitors (73%) to Eureka! have seen the attraction’s website.
Figure 2.2.6 Have you visited the attraction website? %
Just over half of visitors to the National Coal Mining Museum (57%) and half of visitors to Magna (50%) have seen the attractions’ websites.
YWP
Less than half of visitors to The Deep (46%), Yorkshire Wildlife Park (40%), Royal Armouries (39%), Jorvik (38%), York Castle Museum (33%) and Yorkshire Museum (21%) have seen the attractions’ websites.
40
Yorkshire Museum
21
York Castle
A higher proportion of peak visitors, than off peak visitors have seen the following attractions’ websites:
Yorkshire Wildlife Park (peak = 42%, off peak = 32%);
Yorkshire Museum (peak = 24%, off peak = 13%);
York Castle Museum (peak = 36%, off peak = 23%);
Magna (peak = 53%, off peak = 40%);
Jorvik (peak = 43%, off peak = 25%); and
Eureka! (peak = 76%, off peak = 63%).
33
Royal Armouries
39
NCMM
57
50
Magna
Jorvik
38
Eureka!
A higher proportion of off peak visitors have seen the National Coal Mining Museum (peak = 40%, off peak = 53%) and The Deep (peak = 42%, off peak = 60%) websites than peak visitors.
73
The Deep
46 0
20
40
60
80
35 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.2.7 Peak / Off peak: Have you visited the attraction website? % YWP Off peak
32
YWP Peak
42 13
YM Off peak
24
YM Peak
23
York Castle Off peak
36
York Castle Peak RA Off peak
9 49
RA Peak NCMM Off peak
71 53
NCMM Peak
40
Magna Off peak Magna Peak
53
Jorvik Off peak
25
Jorvik Peak
43
Eureka! Off peak
63
Eureka! Peak
76 60
The Deep Off peak
42
The Deep Peak
0
10
20
30
40
50
60
70
80
90
36 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Visitors who have visited the attractions’ websites were asked to give details of why they visited them. One quarter or more of visitors to all of the attractions visited the websites to find out about opening hours.
Figure 2.2.8.a Why did you visit the attraction's website? % 42
Half of visitors to Magna (51%) visited the attraction’s website to find out the attraction’s postcode and two thirds visited to find maps and directions (68%).
40
Opening hours
Just over half of visitors to Yorkshire Wildlife Park (59%) and just under half of visitors to the National Coal mining Museum (48%) visited the attraction’s website to find maps and directions.
25
50 58 47
33 52 45 32
11
More than one quarter of visitors to Royal Armouries (40%), The Deep (35%) and Jorvik (28%) visited the attraction’s website to book online, compared to less than one third of the other attractions.
6
21 22
Postcode
51 10 12
Two thirds of visitors to Magna (69%) and half of visitors to The Deep (55%) and York Castle Museum (56%) visited the attraction’s websites to find out information about pricing.
20 21
59 29
Maps/Directions
Two thirds of visitors to Royal Armouries (66%), York Castle Museum (65%), Magna (63%) and Yorkshire Museum (60%) visited the attraction’s websites for details about what to find at the attractions.
48 7
0 The Deep Magna York Castle
68
22 20 20 Eureka! NCMM YM
40
60
80
Jorvik RA YWP
37 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Over half of visitors to Jorvik (55%) and half of visitors to Yorkshire Wildlife Park (50%) would like to be able to book for all attractions online.
Figure 2.2.8.b Why did you visit the attraction's website? %
4 Online booking
1
Just under half of visitors to Magna (47%), York Castle Museum (44%), The Deep (43%), Eureka! (42%) and the National Coal Mining Museum (42%) would like to be able to book for all attractions online.
8 9
40
8
28
9
35 18
60
Attraction details
49
39 14
Pricing
3
8
63 60
47
46
65 66
56 69
39 34
0 The Deep Magna York Castle
20
40 Eureka! NCMM YM
55 60
80
Jorvik RA YWP
38 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.2.9 Would you like to be able to book for all attractions online? %
YWP
50
Yorkshire Museum
27
York Castle
44
Royal Armouries
34
NCMM
42
Magna
47 55
Jorvik Eureka!
42
The Deep
43 0
10
20
30
40
50
60
70
39 Comparison of all Attractions
Exit Survey 2011 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 2.2.10.a, 2.2.10.b and 2.2.10.c on the following pages detail the findings from visitors to each attraction.
Three quarters of visitors to Yorkshire Wildlife Park (71%) and Magna (70%) said that the weather was an important consideration for their visit. Educational content of the attraction was an important consideration for just under half of visitors to the National Coal Mining Museum (40%) and Eureka! (40%), one third of visitors to York Castle Museum (34%) and Jorvik (34%) and one quarter of visitors to Yorkshire Museum (26%) and The Deep (25%).
Two thirds of visitors to Magna (61%) and half of visitors to Yorkshire Wildlife Park (54%) think that being easy to get to is an important consideration for their visit to the attraction. More than one third of visitors to Magna (43%) and Yorkshire Wildlife Park (38%) think that reputation is an important consideration for their visit. Two thirds of visitors to Magna (66%) and half of visitors to Yorkshire Wildlife Park (49%), Eureka! (49%) and the National Coal Mining Museum (46%) think that cost of entry is an important consideration for their visit. Distance from home is an important consideration for two thirds of visitors to Yorkshire Wildlife Park (62%) and half of visitors to Eureka! (52%) and the National Coal Mining Museum (49%).
40 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.2.10.a Which of the following were important considerations for your visit today? % 54
38
30
33
Easy to get to
44
18
61
44
28 38
12
19
Reputation
21 22 26
16 15 Cost of entry
43
29 30
49 19
46
8
49
26 20
66
62
24 38
Distance from home
43
9
49 52
35 0 The Deep
Eureka!
10
20 Jorvik
30 Magna
40 NCMM
50 RA
60 York Castle
70 YM
80 YWP
41 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.2.10.b Which of the following were important considerations for your visit today? % 71 19
23 Weather
33
25 70 9 49
13 2 26
34 10 Educational content
40 9 34 40
25 19
47
67 30 Lots to see and do
42 33 25
42 55
0 The Deep
Eureka!
10
20 Jorvik
30 Magna
40 NCMM
50 RA
60 York Castle
70 YM
80 YWP
42 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.2.10.c Which of the following were important considerations for your visit today? % 30 4
6 9
Discount entry offers
19 32
6
13 17 15
1
2 16
Special events
20 1
30
14 3 23
25 28
40 40
Family friendly
52
28 64
41 0 The Deep
Eureka!
10 Jorvik
20
30 Magna
40 NCMM
50 RA
60 York Castle
70 YM
80 YWP
43 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
2.3
Visiting the Attractions
The majority of visitors to the all of attractions think that parking is good or very good with the exception of Royal Armouries, York Castle Museum, Jorvik and Yorkshire Museum where satisfaction levels are lower.
The majority of visitors to the all of attractions think that accessibility at the attractions is good or very good with the exception of Jorvik where satisfaction levels are lower.
The majority of visitors to The Deep, Yorkshire Museum and Royal Armouries and three quarters of visitors to Jorvik and Yorkshire Wildlife Park have visited the attractions’ shops during their visit.
Two thirds of visitors to the National Coal Mining Museum, just over half of visitors to Magna and Eureka! and only one quarter of visitors to Yorkshire Museum have visited the attractions’ shops.
Over three quarters of visitors, who visited the shop at all the attractions, said that it met their expectations.
Two thirds of visitors to Yorkshire Wildlife Park and half of visitors to The Deep, Royal Armouries, Eureka! and Magna visited the café during their time at the attraction.
Over half of visitors to all the attractions said that the café at the attraction they visited met their expectations.
Key Findings
No visitors spent less than 2 hours at Yorkshire Wildlife Park and only a small minority spent less than 2 hours at Magna.
The majority of visitors to Jorvik and Yorkshire Museum 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 to all of the attractions, with the exception of York Castle Museum, Yorkshire Museum and Jorvik would visit the attractions again.
The majority of visitors to all of the attractions would recommend the attractions to others.
The level of satisfaction with visits to all of the attractions is very high, with only a very small proportion of visitors being dissatisfied with their visits to any of the attractions.
The majority of visitors think that the content of the attractions, value for money, 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.
44 Comparison of all Attractions
Exit Survey 2011 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. No visitors spent less than 2 hours at Yorkshire Wildlife Park and only a small minority spent less than 2 hours at Magna (2%). The majority of visitors to Jorvik (95%) and Yorkshire Museum (82%) spent less than 2 hours at the attractions. The majority of visitors to Yorkshire Wildlife Park (83%) and Magna (81%) spent 3 or more hours at the attraction.
45 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.3.1 How long have you spent here today? % YWP
17
Yorkshire Museum
17
York Castle
43 65
2
Royal Armouries
30 6
NCMM
40
4
Magna 2
18 49
27 11
15
23
29
32
Eureka!
41 64
17
The Deep 1 0
20
40 31
Jorvik
15
33
17
37
5 26
21 10
4
20
41 20
30
40
24 50
Less than 1 hour
1 or more but less than 2 hours
3 or more but less than 4 hours
4 hours or more
60
70
13 80
90
100
2 or more but less than 3 hours
46 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
The majority of visitors to all of the attractions (>90%), with the exception of York Castle Museum (89%), Yorkshire Museum (84%) and Jorvik (78%) 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
YWP
Yorkshire Museum
100
Yorkshire Museum
84
York Castle
89
Royal Armouries
100
96
York Castle
99
Royal Armouries
99
NCMM
99
91
NCMM
92
Magna Magna
100
99
Jorvik Jorvik
97
78
Eureka!
Eureka!
97
The Deep
The Deep
89 70
75
80
85
90
100
95
98 94
100
95
96
97
98
99
100
47 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
The level of satisfaction with visits to all of the attractions is very high (>95%), 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? % 82
YWP
Over half of visitors to all the attractions are very satisfied with their visits to the attractions. Levels of satisfaction are particularly high amongst visitors to Yorkshire Wildlife Park (very satisfied = 82%), the National Coal Mining Museum (very satisfied = 80%), The Deep (very satisfied = 79%), York Castle Museum (very satisfied = 79%) and Yorkshire Museum (very satisfied = 78%).
Yorkshire Museum
78
York Castle
79
Royal Armouries
18 19 21
65
NCMM
34
80
20
54
Magna Jorvik
45 34
62 59
Eureka!
0
20
3
39 79
The Deep
2
40
2 19
60
80
2 100
Very satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Very dissatisfied
48 Comparison of all Attractions
Exit Survey 2011 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. The majority of visitors (>80%) think that the content of the attractions, value for money, 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 (>80%) to the all of attractions think that parking is good or very good with the exception of Royal Armouries (71%), York Castle Museum (53%), Jorvik (47%) and Yorkshire Museum (26%) where satisfaction levels are lower. The majority of visitors (>801%) to the all of attractions think that accessibility at the attractions is good or very good with the exception of Jorvik where satisfaction levels are lower (68%).
49 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.3.5.a How would you rate the following aspects of your visit today? % 100
93 Helpfulness of staff
91
96 95 98 98 96 97 100
94
100 99 100 99
Value for money 90
100 97 99 98 99 100 97 98 96
Content of the attraction
20 The Deep
95 96
Eureka!
30 Jorvik
40 Magna
50
60 NCMM
70 RA
80
York Castle
90 YM
100 YWP
50 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.3.5.b How would you rate the following aspects of your visit today? % 97 96 98
89
Ease to find
96 98
92 90
96 100
26
53
71
Parking
97 99
47
91
80
Cleanliness of attraction 92 92
20 The Deep
Eureka!
30 Jorvik
40
50
Magna
60 NCMM
70 RA
80
York Castle
90 YM
100 97 98 99 99 99 98 100
YWP
51 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.3.5.c How would you rate the following aspects of your visit today? % 100 98
81
98 99 100
Visitor experience 91 92
97 100
96 94 84
Accessibility
92
68
100 95 99 100
94 Finding your way around the attraction
98 98 97 98 0
The Deep
Eureka!
99
92 94
10 Jorvik
20 Magna
30
40 NCMM
50 RA
60
70
York Castle
80
90 YM
100 YWP
52 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
The majority of visitors to The Deep (94%), Yorkshire Museum (89%) and Royal Armouries (86%) and three quarters of visitors to Jorvik (79%) and Yorkshire Wildlife Park (78%) have visited the attractionsâ&#x20AC;&#x2122; shops during their visit.
Figure 2.3.6 Have you visited the shop today? %
Two thirds of visitors to the National Coal Mining Museum (61%), just over half of visitors to Magna (57%) and Eureka! (54%) and only one quarter of visitors to Yorkshire Museum (26%) have visited the attractionsâ&#x20AC;&#x2122; shops.
YWP
78
Yorkshire Museum
89
York Castle
26
Royal Armouries
86
NCMM
61
Magna
57
Jorvik
79
Eureka!
54
The Deep
94 0
20
40
60
80
100
53 Comparison of all Attractions
Exit Survey 2011 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 all the attractions, said that it met their expectations.
YWP 1
98
Yorkshire 3 Museum
96
York Castle 5
92
One fifth of visitors to Eureka! (17%) and one in ten visitors to Jorvik (7%), the National Coal Mining Museum (7%) and Royal Armouries (7%) said that the shop exceeded their expectations.
Royal Armouries
7
NCMM
7
86 91
Magna Jorvik
7 2
99 7
Eureka! The Deep
3
87 17
6
77
6 6
94
0 20 40 60 80 Exceeded expectations Met expectations Fell below expectations
100
54 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Two thirds of visitors to Yorkshire Wildlife Park (68%) and half of visitors to The Deep (57%), Royal Armouries (57%), Eureka! (57%) and Magna (49%) visited the café during their time at the attraction.
Figure 2.3.8 Have you visited the café/restaurant today? %
Only one quarter of visitors to York Castle Museum (26%) visited the café during their time at the attraction.
YWP
68
York Castle
26
Royal Armouries
57
NCMM
50
Magna
49
Eureka!
57
The Deep
57
0
20
40
60
55 Comparison of all Attractions
Exit Survey 2011 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
Over half of visitors to all the attractions said that the café at the attraction they visited met their expectations. One fifth of visitors to Eureka! (21%) and one in ten visitors to The Deep (8%), the National Coal Mining Museum (8%), Royal Armouries (8%) and York Castle Museum (8%).said that the café at the attraction exceeded their expectations. One quarter of visitors to Eureka! (24%), York Castle Museum (23%) and the National Coal Mining Museum (22%) and one in ten visitors to The Deep (9%) said that the café at the attraction that they visited fell below their expectations.
97
York Castle
8
Royal Armouries
8
NCMM
8
69
The majority of visitors to Yorkshire Wildlife Park (91%) and two thirds of visitors to Eureka! (64%) said that they did not visit the café because they had brought their own food.
12
70
22
96
Eureka!
21
The Deep
The majority of visitors to Magna (89%) said that they did not visit the café at the attraction, because they had already eaten elsewhere.
23
80
Magna
Visitors who did not visit the café at the attraction they visited were asked why. Figure 2.3.11 overleaf details their response.
3
55
8
0
4
24
83
20
40
Exceeded expectations Fell below expectations
9
60
80
100
Met expectations
56 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.3.11 If you did not visit the cafĂŠ / restaurant, why was this? %
3
37
25
Not hungry / thirsty
31
1
7 18
91
9
17
Brought own food
44
6
64 22
1 Already eat elsewhere
8
22
16
89
6 19
3 22 23
Intend to eat elsewhere
11 14
26
20 0 The Deep
10 Eureka!
20
30 Magna
40 NCMM
50
60 RA
70
80
York Castle
90
100 YWP
57 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
2.4
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.
Visitor Leisure Time
The majority of visitors (>80%) for all attractions, with the exception of Royal Armouries (70%) have been shopping in the last 6 months.
Key Findings
The majority of visitors for all attractions, with the exception of Royal Armouries have been shopping in the last 6 months.
The majority of visitors (>80%) for all attractions, with the exception of the National Coal Mining Museum (78%), Royal Armouries (74%) and Magna (68%) have eaten out in the last 6 months.
The majority of visitors for all attractions, with the exception of the National Coal Mining Museum, Royal Armouries and Magna have eaten out in the last 6 months.
Two thirds or more of visitors to all of the attractions have visited other attractions in the last 6 months.
Two thirds or more of visitors to all of the attractions have visited other attractions in the last 6 months.
Two thirds of visitors to Yorkshire Wildlife Park have visited York Castle Museum in the last 12 months and half of visitors have visited Eureka!
Over half of visitors to York Castle Museum have visited Jorvik and over half of visitors to Jorvik have visited York Castle Museum. Less than one fifth of visitors to York Castle Museum and Jorvik have visited Yorkshire Museum.
One quarter of visitors to The Deep have visited Yorkshire Wildlife Park in the last 12 months compared to half of Yorkshire Wildlife Park visitors visiting The Deep.
Over half of visitors to Yorkshire Wildlife Park have visited Magna in the last 12 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 the National Coal Mining Museum, where 57% have been to theme parks.. Over half of visitors to all of the attractions, with the exception of Yorkshire Wildlife Park (9%) and Magna (16%), have been to the cinema in the last 6 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 half of visitors have been to watch spectator sports in the last 6 months.
. 58
Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.4.1.a Which of these leisure activities have you undertaken during the last 6 months? % 26 57 49 39 Theatre 30 21 43 39 33 47 21
27 24
Theme parks
29 48 27
36 36
85
90 89
72 Visitor attractions
43 88 64
69
66 0 The Deep
10 Eureka!
20 Jorvik
30 Magna
40
50 NCMM
60 RA
70 York Castle
80
90 YM
100 YWP
59 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.4.1.b Which of these leisure activities have you undertaken during the last 6 months? % 83 90 92
74 Eating out
78 68 92 89 90 89 89
93
70
Shopping 81
88 87 88 91
9 68 67 59 Cinema
52 16 64 66 0
The Deep
10 Eureka!
20
30 Jorvik
40 Magna
50
60
NCMM
RA
71
70
80
York Castle
90 YM
100 YWP
60 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Figure 2.4.1.c Which of these leisure activities have you undertaken during the last 6 months? %
16 30
35 46 Spectator Sports
38 46 32 26 26
46 42
46 55 54
Gym /Swimming
52 55 67 55
0 The Deep
10 Eureka!
20 Jorvik
30
40
Magna
50 NCMM
60 RA
70 York Castle
80
90 YM
100 YWP
61 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Table 2.4.1 details the other attractions that visitors to each of the 9 participating attractions have visited in the last 12 months. Two thirds of visitors to Yorkshire Wildlife Park (60%) have visited York Castle Museum in the last 12 months and half of visitors have visited Eureka! (54%). Over half of visitors to York Castle Museum (59%) have visited Jorvik and over half of visitors to Jorvik have visited York Castle Museum (54%). Less than one fifth of visitors to York Castle Museum (16%) and Jorvik (14%) have visited Yorkshire Museum. One quarter of visitors to The Deep (23%) have visited Yorkshire Wildlife Park in the last 12 months compared to half of Yorkshire Wildlife Park visitors (47%) visiting The Deep. Over half of visitors to Yorkshire Wildlife Park (55%) have visited Magna in the last 12 months.
62 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Table 2.4.1 The Deep
Eureka!
Jorvik
Magna
NCMM
Royal Armouries
York Castle
Yorkshire Museum
YWP
-
45
29
38
36
20
21
14
47
Eureka!
25
-
22
51
21
29
9
8
54
Jorvik
25
36
-
21
32
28
59
46
23
Magna
18
15
10
-
28
21
12
6
20
NCMM
9
15
8
17
-
28
4
5
8
Royal Armouries
22
8
22
30
34
-
19
13
55
York Castle
17
21
54
49
36
49
-
42
60
Yorkshire Museum
25
13
14
38
25
44
16
-
35
YWP
23
44
10
48
31
35
15
50
-
(%)
The Deep Other Attractions visited in last 12 months
Attraction visited
63 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
3.
Summary of Findings
3.1
Visitor Profile
Just under two thirds of visitors to Royal Armouries and Eureka! and just over half of visitors to Magna and Jorvik have visited the attraction before.
The majority of visitors to Eureka! attended the attraction in family groups, including children.
Two thirds of visitors to Yorkshire Museum and half of visitors to York Castle Museum, The Deep and the National Coal Mining Museum are first time visitors.
Three quarters of visitors to The Deep and Magna, two thirds of visitors to Yorkshire Wildlife Park and the National Coal Mining Museum half of visitors to Jorvik, York Castle Museum and Royal Armouries attended the attraction in family groups, including children.
Half of return visitors to Eureka!, just under half of return visitors to Yorkshire Museum, one third of return visitors to Royal Armouries and one quarter of return visitors to The Deep visited before in the current year. Three quarters of return visitors to Jorvik and two thirds of return visitors to York Castle Museum visited before 3 or more years ago.
Over half of visitors to Yorkshire Museum and just under half of visitors to York Castle Museum, Royal Armouries and Jorvik attended the attraction in adult only parties (one other adult, adult party or alone).
Over half of return visitors to Yorkshire Wildlife Park and Magna visited before during the previous year.
All attractions see an increased proportion of peak visitors attending in family groups with children than off peak visitors. Three quarters of visitors to Magna and half of visitors to Eureka! are aged under 16 years old.
Almost all of visitors to Magna, Yorkshire Wildlife Park, Eureka! and the National Coal Mining Museum attended the attraction as part of a day trip from home.
One third or less of visitors to Yorkshire Museum, Jorvik, York Castle Museum and Royal Armouries are aged under 16. One quarter or more of visitors to all the attractions are aged 16 to 44 years old.
More than three quarters of visitors to Royal Armouries and The Deep also attended the attraction as part of a day trip from home.
Less than one in ten visitors to the majority of attractions are aged 65 and over, with the exception of Yorkshire Museum and Jorvik.
Over half of visitors to Jorvik, Yorkshire Museum and York Castle Museum attended as part of a 1 or more night overnight stay.
Almost three quarters of visitors to Yorkshire Wildlife Park have visited the attraction before.
Two thirds of visitors to Eureka!, just under half of visitors to the National Coal Mining Museum and one thirds of visitors to 64
Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Royal Armouries who are staying away from home are staying with friends and family.
3.2
Just under half of visitors to Yorkshire Museum, York Castle Museum, Jorvik and Royal Armouries and one third of visitors to The Deep who are staying away from home are staying in a hotel.
Over half of visitors to Eureka!, Jorvik and Yorkshire Museum and more than one third of visitors to Royal Armouries and the National Coal Mining Museum look for information about attractions to visit on websites (not attractions’ websites).
The majority of visitors to Magna, Yorkshire Wildlife Park the National Coal Mining Museum, The Deep and Eureka! travelled to the attraction by car.
Two thirds of visitors to Eureka!, Magna and the National Coal Mining Museum and half of visitors to Jorvik, Royal Armouries and Yorkshire Wildlife Park look for information about attractions to visit on attractions’ websites.
Just under half of visitors to Yorkshire Museum and one third of visitors to Jorvik and York Castle Museum travelled to the attraction by foot.
Motivating Factors & Awareness of Publicity
Over half of visitors to Yorkshire Museum and York Castle Museum and over one third of visitors to Yorkshire Wildlife Park, Royal Armouries, Magna and The Deep look for information in attractions’ leaflets.
One fifth of visitors to Jorvik and York Castle Museum and one in ten visitors to Yorkshire Museum travelled to the attraction by Park and Ride.
Half of visitors to Yorkshire Wildlife Park, Royal Armouries and Magna rely on word of mouth when looking for information to plan a day out.
Over half of visitors to Yorkshire Museum, over one third of visitors to Jorvik and York Castle Museum and one fifth of visitors to The Deep travelled less than 5 miles to visit the attraction.
Less than one fifth of visitors chose to visit any of the attractions because of publicity, with the exception of Yorkshire Museum and York Castle Museum.
Two thirds of visitors to The Deep, half of visitors to Eureka! and over one third of visitors to York Castle Museum, Jorvik, Yorkshire Wildlife Park, Magna and the National Coal Mining Museum travelled further than 20 miles to visit the attraction.
Two thirds of visitors chose to visit Yorkshire Wildlife Park because they have been before. More than one third of visitors chose to visit Eureka!, Magna, Royal Armouries and the National Coal Mining Museum because they have been previously.
65 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Two thirds of visitors chose to visit Yorkshire Wildlife Park because of word of mouth recommendation. Over half of visitors to Magna and just under half of visitors to Eureka!) and the National Coal Mining Museum chose to visit the attraction because of word of mouth recommendation.
Half of visitors to Yorkshire Museum decided to visit the attractions on the day of their visit, either before they left home or en route. Three quarters of visitors to Yorkshire Wildlife Park decided to visit the attraction the day before their visit and no visitors decided to visit more than a week before.
One third of visitors to Jorvik and one quarter of visitors to the National Coal Mining Museum and York Castle Museum chose to visit because of the attraction’s good reputation.
Just under half of visitors to Jorvik decided to visit more than a week before their visit.
Just under half of visitors to Eureka! and The Deep and one third of visitors to Jorvik, York Castle Museum and the National Coal Mining Museum chose to visit the attraction because they thought it would make a good day out for the children or grandchildren.
One third of visitors to The Deep and one quarter of visitors to York Castle Museum, the National Coal Mining Museum and Eureka! decided to visit the attractions more than a week before their visit.
Just under half of visitors to Magna, one third of visitors to Yorkshire Wildlife Park and one quarter of visitors to the National Coal Mining Museum, The Deep and Eureka! saw publicity about the attraction they visited on the attraction’s website prior to their visits.
Two thirds of visitors to Yorkshire Wildlife Park have seen Yorkshire’s Magnificent Attraction’s website and leaflet. One quarter of visitors to Royal Armouries, Yorkshire Museum, the National Coal Mining Museum, York Castle Museum, Magna and Jorvik and one fifth of visitors to Eureka! and The Deep have seen Yorkshire’s Magnificent Attractions’ leaflet.
Less than one third of visitors to all attractions, with the exception of Yorkshire Museum and York Castle Museum saw publicity in the form of the attraction’s leaflet prior to their visit to the attraction. One third of visitors to Yorkshire Wildlife Park and Royal Armouries heard publicity via word of mouth prior to their visit to the attraction.
With the exception of Yorkshire Wildlife Park and Magna, less than one quarter of visitors to all of the attractions have seen Yorkshire’s Magnificent Attractions’ leaflet. Three quarters of visitors to Eureka! have seen the attraction’s website.
One quarter of visitors to the majority of the attractions did not see any publicity prior to their visit.
Just over half of visitors to the National Coal Mining Museum and half of visitors to Magna have seen the attractions’ websites. 66 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
Less than half of visitors to The Deep, Yorkshire Wildlife Park, Royal Armouries, Jorvik, York Castle Museum and Yorkshire Museum have seen the attractions’ websites.
Two thirds of visitors to Magna and half of visitors to Yorkshire Wildlife Park, Eureka! and the National Coal Mining Museum think that cost of entry is an important consideration for their visit.
One quarter or more of visitors to all of the attractions visited the websites to find out about opening hours.
Distance from home is an important consideration for two thirds of visitors to Yorkshire Wildlife Park and half of visitors to Eureka! and the National Coal Mining Museum.
Half of visitors to Magna visited the attraction’s website to find out the attraction’s postcode and two thirds visited to find maps and directions.
Three quarters of visitors to Yorkshire Wildlife Park and Magna said that the weather was an important consideration for their visit.
Just over half of visitors to Yorkshire Wildlife Park and just under half of visitors to the National Coal mining Museum visited the attraction’s website to find maps and directions.
Educational content of the attraction was an important consideration for just under half of visitors to the National Coal Mining Museum and Eureka!.
More than one quarter of visitors to Royal Armouries, The Deep and Jorvik visited the attraction’s website to book online, compared to less than one third of the other attractions. Two thirds of visitors to Magna and half of visitors to The Deep and York Castle Museum visited the attraction’s websites to find out information about pricing.
3.3
Visiting the Attractions
No visitors spent less than 2 hours at Yorkshire Wildlife Park and only a small minority spent less than 2 hours at Magna. The majority of visitors to Jorvik and Yorkshire Museum spent less than 2 hours at the attractions.
Two thirds of visitors to Royal Armouries, York Castle Museum, Magna and Yorkshire Museum visited the attraction’s websites for details about what to find at the attractions.
The majority of visitors to Yorkshire Wildlife Park and Magna spent 3 or more hours at the attraction.
Two thirds of visitors to Magna and half of visitors to Yorkshire Wildlife Park think that being easy to get to is an important consideration for their visit to the attraction. More than one third of visitors to Magna and Yorkshire Wildlife Park think that reputation is an important consideration for their visit.
The majority of visitors to all of the attractions, with the exception of York Castle Museum, Yorkshire Museum and Jorvik would visit the attractions again. The majority of visitors to all of the attractions would recommend the attractions to others.
67 Comparison of all Attractions
Exit Survey 2011 Report: Final Results
The level of satisfaction with visits to all of the attractions is very high, with only a very small proportion of visitors being dissatisfied with their visits to any of the attractions.
Over half of visitors to all the attractions said that the café at the attraction they visited met their expectations.
3.4 The majority of visitors think that the content of the attractions, value for money, 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.
Visitor Leisure Time
The majority of visitors for all attractions, with the exception of Royal Armouries have been shopping in the last 6 months. The majority of visitors for all attractions, with the exception of the National Coal Mining Museum, Royal Armouries and Magna have eaten out in the last 6 months.
The majority of visitors to the all of attractions think that parking is good or very good with the exception of Royal Armouries, York Castle Museum, Jorvik and Yorkshire Museum where satisfaction levels are lower.
Two thirds or more of visitors to all of the attractions have visited other attractions in the last 6 months.
The majority of visitors to the all of attractions think that accessibility at the attractions is good or very good with the exception of Jorvik where satisfaction levels are lower.
Two thirds of visitors to Yorkshire Wildlife Park have visited York Castle Museum in the last 12 months and half of visitors have visited Eureka!
The majority of visitors to The Deep, Yorkshire Museum and Royal Armouries and three quarters of visitors to Jorvik and Yorkshire Wildlife Park have visited the attractions’ shops during their visit.
Over half of visitors to York Castle Museum have visited Jorvik and over half of visitors to Jorvik have visited York Castle Museum. Less than one fifth of visitors to York Castle Museum and Jorvik have visited Yorkshire Museum.
Two thirds of visitors to the National Coal Mining Museum, just over half of visitors to Magna and Eureka! and only one quarter of visitors to Yorkshire Museum have visited the attractions’ shops.
One quarter of visitors to The Deep have visited Yorkshire Wildlife Park in the last 12 months compared to half of Yorkshire Wildlife Park visitors visiting The Deep. Over half of visitors to Yorkshire Wildlife Park have visited Magna in the last 12 months.
Over three quarters of visitors, who visited the shop at all the attractions, said that it met their expectations. Two thirds of visitors to Yorkshire Wildlife Park and half of visitors to The Deep, Royal Armouries, Eureka! and Magna visited the café during their time at the attraction. 68 Comparison of all Attractions
Exit Survey 2011 Report: Final Results