Vörumerkið Reykjavík - Markaðsrannsókn sumar 2013 by Samtök sveitarfélaga á höfuðborgarsvæðinu

MARKAÐSSETNING HÖFUÐBORGARSVÆÐISINS Á ERLENDUM MÖRKUÐUM UNDIR VÖRUMERKINU REYKJAVÍK

Vörumerkið Reykjavík Markaðsrannsókn - sumar 2013 Unnið fyrir SSH, janúar 2014 Höfundur Dr. Friðrik Larsen

„Vörumerkið Reykjavík, Markaðsrannsókn - sumar 2013“ er hluti af Sóknaráætlun fyrir höfuðborgarsvæðið 2013 sem er fjármagnað m.a. af ríkissjóði samkvæmt sérstökum samningi þar um. Samtök sveitarfélaga á höfuðborgarsvæðinu annast úrvinnslu og framkvæmd sóknaráætlunarinnar og bera ábyrgð á framgangi þeirra verkefna sem falla undir hana. Innihald, skoðanir og niðurstöður eru á ábyrgð skýrlsuhöfundar.

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Inngangur

Inngangur Rannsókn þessi er unnin fyrir Samtök sveitarfélaga á höfuðborgarsvæðinu (SSH). Rannsóknin byggir að mestu á niðurstöðum eigindlegrar skýrslu sem birt var í ágúst 2013 og fjallar um niðurstöður greininga á rýnihópum erlendra ferðamanna í Reykjavík. Markmið þeirrar rannsóknar var að fá innsýn í hvaða atriði skipta erlenda ferðamenn í Reykjavík mestu máli með tilliti til nokkurra skilgreindra lykilþátta er snéru að vinnu við vörumerki höfuðborgarsvæðisins. Niðurstöður eigindlegra rannsókna hafa ekki alhæfingargildi og því var lagt upp með að sannreyna niðurstöðurnar á stærri hópi til að gefa sem heildstæðasta mynd af viðfangsefninu. Sú innsýn sem rýnihóparnir gáfu í rannsóknarefnið nýttist vel við hönnun spurningalista og gerði áherslur hans markvissari. Spurningalisti var annars vegar sendur út til aðila sem höfðu skráð netfang hjá Icelandair og hins vegar Iceland Naturally. Samtals bárust 20.806 svör. Af þeim svöruðu 15.055 gegnum Icelandair og 6.129 gegnum Iceland Naturally. Í skýrslunni verða efnistök á þann hátt að fyrst verður greint frá þeim sem tóku þátt í rannsókninni og síðan frá niðurstöðum þeirra spurninga sem lagðar voru fyrir þátttakendur.

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Þátttakendur Þátttakendur Þátttakendur Þátttakendur

Samtals svöruðu 20.806 einstaklingar frá 110 löndum útsendum spurningalista. Greining frá Samtals svöruðu 20.806 einstaklingar 110 löndum spurningalista. Greining tuttugu löndunum sést áfrá mynd. Myndinútsendum sýnir að flestir sem svöruðu voru frá frá Samtalsfjölmennustu svöruðu 20.806 einstaklingar frá 110 löndum útsendum spurningalista. Greining frá tuttugu fjölmennustu löndunum sést á mynd. Myndin sýnir að flestir sem svöruðu voru frá Bandaríkjunum. Þar löndunum á eftir fylgdu Þjóðverjar Kanadabúar. Einnig sést að mörg tuttugu fjölmennustu séstBretar, á mynd. Myndin og sýnir að flestir sem svöruðu voru frá Bandaríkjunum. Þar á eftir fylgdu Bretar, Þjóðverjar og Kanadabúar. Einnig sést að mörg svör bárust frá Norðurlöndum; þar af voru Danir fjölmennastir. Bandaríkjunum. Þar á eftir fylgdu Bretar, Þjóðverjar og Kanadabúar. Einnig sést að mörg svör bárust frá Norðurlöndum; þar af voru Danir fjölmennastir. svör bárust frá Norðurlöndum; þar af voru Danir fjölmennastir. United&States&of&America&

10,219&

United&Kingdom& United&States&of&America& Germany& United&States&of&America& United&Kingdom&

1,754&

Canada& United&Kingdom& Germany& Denmark& Germany& Canada&

Netherlands& Canada& Denmark& France& Denmark& Netherlands& Finland& Netherlands& France& Norway& France& Finland& Sweden& Finland& Norway& Iceland& Norway& Sweden&

Belgium& Sweden& Iceland& Australia& Iceland& Belgium& Italy& Belgium& Australia& Ireland& Australia& Italy& Austria& Italy& Ireland&

Switzerland& Ireland& Austria& Spain&& Austria& Switzerland& Mexico& Switzerland& Spain&& Poland& Spain&& Mexico&

10,219& 10,219&

1,304& 1,754& 1,264& 1,754& 1,304& 975& 1,304& 1,264&

911& 1,264& 975& 863& 975& 911& 682& 911& 863&

615& 863& 682& 589& 682& 615& 240& 615& 589&

148& 589& 240& 123& 240& 148& 115& 148& 123&

94& 123& 115& 91& 115& 94& 80& 94& 91&

56& 91& 80& 45& 80& 56& 36& 56& 45&

Mexico& 45& Poland& 0& 36& Poland& 36& 0& 0&

2,000&

4,000&

6,000&

8,000&

10,000&

12,000&

2,000& 2,000&

4,000& 4,000&

6,000& 6,000&

8,000& 8,000&

10,000& 10,000&

12,000& 12,000&

Hlutfall þátttakenda sem svöruðu spurningalistanum endurspeglar ágætlega hlutfall erlendra Hlutfall þátttakenda sem til svöruðu spurningalistanum hlutfallsvara erlendra ferðmanna sem komu landsins árið 2012 ef endurspeglar frá er taliðágætlega hátt hlutfall frá Hlutfall þátttakenda sem svöruðu spurningalistanum endurspeglar ágætlega hlutfall erlendra ferðmanna sem komu til landsins árið 2012 ef frá er talið hátt hlutfall svara frá Bandaríkjunum. Þetta má á myndunum hér að semhátt komur til landsins ferðmanna sem komu til sjá landsins árið 2012 ef neðan frá erþartalið hlutfall svara eru frá Bandaríkjunum. Þetta má sjá á myndunum hér að neðan þar sem komur til landsins eru bornar saman við þátttöku í könnuninni. Á myndunum má einnig sjá að fleiri svör vantar frá Bandaríkjunum. Þetta má sjá á myndunum hér að neðan þar sem komur til landsins eru bornar samanSpáni, við þátttöku í könnuninni. Á myndunum má einnig sjá að fleiri svör vantar frá Sviss, Ítalíu, Japan og Kína. bornar saman við þátttöku í könnuninni. Á myndunum má einnig sjá að fleiri svör vantar frá Sviss, Ítalíu, Spáni, Japan og Kína. Sviss, Ítalíu, Spáni, Japan og Kína. Þá#taka'í'könnun' Komur&'l&landsins&

Bandaríkin' Bretland' Bandaríkin' Þýskaland' Bretland' Bandaríkin' Noregur' Þýskaland' Bretland' Frakkland' Noregur' Þýskaland' Danmörk' Frakkland' Noregur' Svíþjóð' Danmörk' Frakkland' Holland' Svíþjóð' Danmörk' Kanada' Holland' Svíþjóð' Spánn' Kanada' Holland' Kína' Spánn' Kanada' Ítalía' Kína' Spánn' Finnland' Ítalía' Kína' Sviss' Finnland' Ítalía' Japan' Sviss' Finnland' Annað' Japan' Sviss' 0' Annað' Japan' Annað' 0' 0'

Komur&'l&landsins& Komur&'l&landsins&

95,026'

65,179'

94,599' 95,026'

51,534' 65,179'

41,571' 40,906' 51,534' 41,571' 51,534' 35,601' 21,305'

40,906' 41,571'

18,760' 21,305' 15,278' 18,760' 21,305' 14,036'

35,601' 40,906'

94,599' 95,026' 94,599'

65,179'

35,601'

15,278' 18,760' 13,841' 14,036' 15,278' 13,684' 13,841' 14,036' 12,838' 13,684' 13,841' 10,343' 12,838' 13,684' 10,343' 12,838'

102,421'

20,000'

40,000'

60,000'

80,000'

100,000'

20,000' 20,000'

40,000' 40,000'

60,000' 60,000'

80,000' 80,000'

100,000' 100,000'

10,343'

120,000'

102,421' 102,421'

120,000' 120,000'

Bandaríkin& Bretland& Bandaríkin& Þýskaland& Bretland& Bandaríkin& Noregur& Þýskaland& Bretland& Frakkland& Noregur& Þýskaland& Danmörk& Frakkland& Noregur& Svíþjóð& Danmörk& Frakkland& Holland& Svíþjóð& Danmörk& Kanada& Holland& Svíþjóð& Spánn& Kanada& Holland& Kína& Spánn& Kanada& Ítalía& Kína& Spánn& Finnland& Ítalía& Kína& Sviss& Finnland& Ítalía& Japan& Sviss& Finnland& Annað& Japan& Sviss& 0& Annað& Japan& Annað& 0& 0&

1,754& 615&

Þá#taka'í'könnun' Þá#taka'í'könnun'

10,219& 10,219&

1,304& 1,754&

10,219&

1,754& 863&1,304& 615&975& 1,304& 863& 615& 589& 975& 863& 911& 589&975& 1,264& 911& 56& 589& 911&1,264& 12& 56& 1,264& 115& 12& 56& 682& 115& 12& 80& 115& 682& 22& 80& 682& 1,364& 22& 80& 22&

2,000&

4,000&

6,000&

8,000&

10,000&

12,000&

1,364&

4,000& 4,000&

6,000& 6,000&

8,000& 8,000&

10,000& 10,000&

12,000& 12,000&

1,364&

2,000& 2,000&

Á myndunum hér á eftir sést nánara niðurbrot. Sjá má að flestir þátttakendur eru á Á myndunum hér– á50eftir sést nánara niðurbrot. Sjá vegar má að flestir þátttakendur eru erá aldursbilunum ára annars vegar og 51 – 56 hins að skipting milli kynja Á myndunum 36 hér á eftir sést nánara niðurbrot. Sjá má aðogflestir þátttakendur eru á aldursbilunum 36 – 50 ára annars vegar og 51 – 56 hins vegar og að skipting milli kynja er nokkuð jöfn. aldursbilunum 36 – 50 ára annars vegar og 51 – 56 hins vegar og að skipting milli kynja er nokkuð jöfn. nokkuð jöfn. Ríflega þriðjungur hefur ekki komið til Íslands og um þriðjungur hefur komið einu sinni til Ríflega komið til Íslands um þriðjungur hefur komið einu sinni til landsins.þriðjungur 11% hafa hefur komiðekki fimm sinnum eða oftarog Íslands. Ríflega þriðjungur hefur ekki komið til Íslands ogtilum þriðjungur hefur komið einu sinni til landsins. 11% hafa komið fimm sinnum eða oftar til Íslands. landsins. 11% hafa komið fimm sinnum eða oftar til Íslands. Þá má sjá að menntunarstig þátttakenda er hátt, en þrír af hverjum fjórum hafa lokið Þá má sjá að menntunarstig þátttakenda er hátt, en þrír af hverjum fjórum hafa lokið háskólagráðu helmingur hefur lokið meistaragráðu. Þá má sjá aðogmenntunarstig þátttakenda er hátt, en þrír af hverjum fjórum hafa lokið háskólagráðu og helmingur hefur lokið meistaragráðu. háskólagráðu og helmingur hefur lokið meistaragráðu. 4

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

1 1 1

GREININGARSKÝRSLA

Aldur&

66&or&older& 14%&

18#29& 8%&

Kyn$

30#35& 11%&

Female& 47%&

Male& 53%&

51#65& 35%&

36#50& 32%&

Fjöldi'skipta'í'Reykjavík'

Ástæður(fyrir(komu(( Other( 12%(

Five%(5)%7mes%or% more% 11%% Two%(2)%to%four%(4)% 7mes% 20%%

Never% 37%%

Long(term(work( 2%(

Visi=ng(a( rela=ve/friend( 11%(

Business(trip( 9%(

Once%(1)% 32%%

Holiday( 63%(

Study( 3%(

Heimsálfur+

Menntun&

Primary'school' 1%' College'/'high' school' 20%' EUROPE& 42%& N.&AMERICA& 56%&

ASIA& 1%&

AFRICA& 0%& S.&AMERICA& 0%&

Graduate'university' degree' 51%' Undergraduate' university'degree' 28%'

OCEANIA& 1%&

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Niðurstöður Niðurstöður

Í kaflanum verða niðurstöður kynntar. Framsetning er á þann hátt að fyrst verða kynntur niðurstöður opinna textaspurninga en í síðari hluta niðurstöður lokaðra textaspurninga. Allar lokaðar spurningar voru krosskeyrðar við bakgrunnsbreytur og eru birtar í töflum í skýrslunni. Athygli vakti að afar lítinn mun mátti merkja milli mismunandi breytna. Þ.e. þátttakendur svöruðu á áþekkan hátt, burtséð frá aldri, kyni eða menntun. Opnar spurningar voru ekki krosskeyrðar við bakgrunnsbreytur þar sem svör dreifðust mikið og ekki fundust tengsl.

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Orð sem koma fyrst upp í hugann þegar hugsað er um ímynd Reykjavíkur

Orð sem koma fyrst upp í hugann Orðhugsað sem komaer fyrst í hugann þegar hugsað er um ímynd Reykjavíkur þegar umupp ímynd Reykjavíkur "Which#two#words#ﬁrst#come#to#mind#when#you#think#about#the#image#of# Reykjavik?#1st#choice"# "Which#two#words#ﬁrst#come#to#mind#when#you#think#about#the#image#of# Reykjavik?#1st#choice"#

Small# Clean# Small#

4%# 5%#

Colorful# Clean#

4%#

Cold# Colorful#

4%#

Friendly# Cold#

3%# 4%#

Modern# Friendly#

3%#

Quaint# Modern#

2%#

Beau<ful# Quaint#

2%#2%#

Expensive# Beau<ful#

2%#

Cosy# Expensive#

2%#2%#

Fun# Cosy#

4%#

3%#

2%#

1%#1%#

Party# Cool#

1%# 1%#

Music# Party#

1%# 1%#

Culture# Music#

1%# 1%#

Culture# 0%#

1%#

1%# 1%#

2%#

3%#

4%#

5%#

0%#

1%#

2%#

3%#

4%#

5%#

"Which#two#words#ﬁrst#come#to#mind#when#you#think#about#the#image#of# Reykjavik?#2nd#choice"# "Which#two#words#ﬁrst#come#to#mind#when#you#think#about#the#image#of# Reykjavik?#2nd#choice"#

Friendly# Cold# Friendly#

4%#

Clean# Cold#

3%#

Small# Clean#

3%# 3%#

Expensive# Small#

4%# 4%#

4%#

3%# 3%#

Colorful# Expensive#

2%#

Beau>ful# Colorful#

2%# 2%#

Fun# Beau>ful#

3%#

2%# 2%#

Modern# Fun#

4%#

1%#2%#

Cool# Fun#

5%#

2%# 2%#

Cosy# Modern#

1%#

Interes>ng# Cosy#

1%# 1%#

Quaint# Interes>ng#

1%# 1%#

Music# Quaint#

1%# 1%#

Unique# Music#

1%# 1%#

Culture# Unique#

1%# 1%#

2%#

Culture# 0%#

1%#

1%# 1%#

2%#

3%#

4%#

5%#

0%#

1%#

2%#

3%#

4%#

5%#

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Orð sem koma fyrst upp í hugann þegar hugsað er um ímynd Íslands

Orð komafyrst fyrst í hugann Orðsem sem koma uppupp í hugann þegar hugsað er um ímynd Íslands þegar hugsað er um ímynd Íslands "Which#two#words#ﬁrst#come#to#mind#when#you#think#about#the#image#of# Iceland?#1st#choice"# "Which#two#words#ﬁrst#come#to#mind#when#you#think#about#the#image#of# Iceland?#1st#choice"# Volcano#

9%#

Volcano# Cold# Cold# Nature#

7%#

Nature# Beauty#

6%#

Beauty# Ice#

5%#

Ice# Geyser#

2%#

Clean# Northern#Lights#

2%# 2%#

Northern#Lights# Snow#

7%#

6%#

4%#

3%#

Glacier# Clean#

8%#

5%#

4%#

Geyser# Glacier#

3%#

2%# 2%#

Snow# Hot#Springs#

2%# 2%#

Hot#Springs# Fire#

2%# 1%#

Fire# Green#

1%# 1%#

Green# Blue#Lagoon#

1%# 1%#

Blue#Lagoon# Wild#

1%# 1%#

Wild#

9%#

8%#

0%#

1%#

0%#

1%#

2%#

3%#

4%#

5%#

6%#

7%#

8%#

9%#

10%#

2%#

3%#

4%#

5%#

6%#

7%#

8%#

9%#

10%#

"Which#two#words#ﬁrst#come#to#mind#when#you#think#about#the#image#of# Iceland?#2nd#choice"# "Which#two#words#ﬁrst#come#to#mind#when#you#think#about#the#image#of# Iceland?#2nd#choice"# Volcano#

8%#

Volcano# Beauty# Beauty# Cold#

5%#

Cold# Nature#

5%# 5%#

Nature# ice#

4%#

3%#

Geyser# Glacier#

5%#

5%# 4%#

ice# Geyser# 2%#

Glacier# Snow#

2%#

Snow# Northern#Lights#

2%# 2%#

Northern#Lights# Hot#Springs#

2%# 2%#

Hot#Springs# Friendly#

2%#

Friendly# Blue#Lagoon#

2%# 1%#

Blue#Lagoon# Clean#

1%# 1%#

Clean# Horses#

1%# 1%#

Horses# Wild#

1%# 1%#

Wild#

8%#

5%#

0%#

1%#

0%#

1%#

3%#

2%#

3%#

4%#

5%#

6%#

7%#

8%#

9%#

2%#

3%#

4%#

5%#

6%#

7%#

8%#

9%#

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

5 5

GREININGARSKÝRSLA

Helstu ástæður fyrir komu til Reykjavíkur og Íslands Helstu ástæður fyrir komu til Reykjavíkur og Íslands

Helstu ástæður fyrir komu til Íslands og Reykjavíkur "What#would#be#your#prime#reason#for#visiCng#Reykjavik?"# "What#would#be#your#prime#reason#for#visiCng#Reykjavik?"# Culture#

9%#

Culture# Family# Family# Nature#

4%#

Nature# Food#

4%# 3%#

Food# Blue#Lagoon#

2%#

Blue#Lagoon# Northern#Lights#

2%# 2%#

Northern#Lights# VacaCon#

4%#

3%#

2%# 2%#

VacaCon# Tourism#

1%#

Tourism# Nightlife#

1%# 1%#

Nightlife# Holiday#

1%# 1%#

Holiday# Shopping#

1%# 1%#

Shopping# Sightseeing#

1%# 1%#

Sightseeing# Scenery#

1%# 1%#

Scenery# Landscape#

1%# 1%#

Landscape# Curiosity#

1%# 1%#

Curiosity#

9%#

4%#

2%#

0%#

1%# 1%#

2%#

3%#

4%#

5%#

6%#

7%#

8%#

9%#

10%#

0%#

1%#

2%#

3%#

4%#

5%#

6%#

7%#

8%#

9%#

10%#

"What#would#be#your#prime#reason#for#visiAng#Iceland?"# "What#would#be#your#prime#reason#for#visiAng#Iceland?"# Nature#

22%#

Nature# Landscape# Landscape# Northern#Lights#

5%#

Northern#Lights# Scenery#

4%#

Scenery# Family#

3%#

Family# Culture#

3%# 2%#

VacaAon# Blue#Lagoon#

2%# 2%#

Blue#Lagoon# Hiking#

2%# 2%#

Hiking# Countryside#

4%#

2%# 1%#

Tourism# Sightseeing#

1%# 1%#

Sightseeing# Holiday#

1%# 1%#

Holiday# Adventure#

1%# 1%# 1%# 1%#

Adventure# Horses# 0%# 0%#

5%#

2%# 2%#

Countryside# Tourism#

8%#

2%# 2%#

Culture# VacaAon#

Horses#

22%#

8%#

1%#

5%#

10%#

15%#

20%#

25%#

5%#

10%#

15%#

20%#

25%#

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

6 6

GREININGARSKÝRSLA

Borgir sem mest svipar til Reykjavíkur Borgir sem mest svipar til Reykjavíkur

Borgir sem mest svipar til Reykjavíkur "Which$two$ciOes$in$the$world$mostly$resemble$Reykjavik?$1st$choice"$ "Which$two$ciOes$in$the$world$mostly$resemble$Reykjavik?$1st$choice"$ Oslo$

16%$

Oslo$ Copenhagen$ Copenhagen$ Bergen$

9%$

7%$

Bergen$ Stockholm$

6%$

Stockholm$ None$

6%$ 6%$

None$ Helsinki$

5%$

Helsinki$ Tromso$

4%$

Tromso$ Amsterdam$

2%$

Amsterdam$ Anchorage$

2%$ 2%$

Anchorage$ Torshavn$

2%$ 1%$

Torshavn$ Trondheim$

1%$ 1%$

Trondheim$ Halifax$

1%$ 1%$

Halifax$ Dublin$

1%$ 1%$

Dublin$ Vancouver$

7%$

6%$

5%$

4%$

1%$ 1%$

Vancouver$ SeaKle$ SeaKle$

16%$

9%$

1%$ 1%$ 0%$ 0%$

1%$

2%$

4%$

6%$

8%$

10%$

12%$

14%$

16%$

18%$

2%$

4%$

6%$

8%$

10%$

12%$

14%$

16%$

18%$

"Which#two#ciMes#in#the#world#mostly#resemble#Reykjavik?#2nd#choice"# "Which#two#ciMes#in#the#world#mostly#resemble#Reykjavik?#2nd#choice"# Oslo#

11%#

Oslo# Copenhagen# Copenhagen# Stockholm#

7%#

Stockholm# Helsinki#

6%#

Helsinki# Bergen#

5%#

Bergen# None#

5%#

None# Tromso#

2%#

Tromso# Amsterdam#

2%# 2%#

Amsterdam# Anchorage#

2%#

Anchorage# Halifax#

2%# 2%#

Halifax# Dublin#

2%# 1%#

Dublin# Trondheim#

1%# 1%#

Trondheim# Vancouver#

1%# 1%#

Vancouver# Torshavn#

1%# 1%#

Torshavn# Stavanger#

1%# 1%#

Stavanger#

0%# 0%#

11%#

8%#

1%#

8%#

7%#

6%#

5%#

2%#

4%#

6%#

8%#

10%#

12%#

2%#

4%#

6%#

8%#

10%#

12%#

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

7 7 GREININGARSKÝRSLA

Lönd sem mest svipar til Íslands Lönd sem mest svipar til Íslands

Lönd sem mest svipar til Íslands "Which$two$countries$in$the$world$mostly$resemble$Iceland?$1st$choice"$ Norway$

"Which$two$countries$in$the$world$mostly$resemble$Iceland?$1st$choice"$ 29%$

Greenland$ Norway$

14%$

New$Zealand$ Greenland$

9%$

Canada$ New$Zealand$

6%$

Denmark$ Canada$

5%$ 6%$

Sweden$ Denmark$

5%$ 5%$

Finland$ Sweden$

5%$ 5%$

Scotland$ Finland$

4%$5%$

Ireland$ Scotland$

4%$ 4%$

None$ Ireland$

3%$ 4%$

29%$

14%$

9%$

3%$ 3%$

USA$ None$ Faroe$Islands$ USA$

2%$ 3%$

Hawaii$ Faroe$Islands$

1%$ 2%$

Switzerland$ Hawaii$

1%$ 1%$

Japan$ Switzerland$

0%$ 1%$

Japan$ 0%$ 0%$ 0%$

5%$

10%$

15%$

20%$

25%$

30%$

35%$

5%$

10%$

15%$

20%$

25%$

30%$

35%$

"Which$two$countries$in$the$world$mostly$resemble$Iceland?$2nd$choice"$ Norway$

"Which$two$countries$in$the$world$mostly$resemble$Iceland?$2nd$choice"$ 21%$

Sweden$ Norway$

10%$

Greenland$ Sweden$

9%$ 10%$

Finland$ Greenland$

8%$ 9%$

Canada$ Finland$

7%$8%$

Denmark$ Canada$

6%$

New$Zealand$ Denmark$

5%$ 6%$

Scotland$ New$Zealand$

4%$ 5%$

USA$ Ireland$

3%$4%$

Faroe$Islands$ USA$

2%$ 3%$

None$ Faroe$Islands$

2%$ 2%$

Hawaii$ None$

1%$ 2%$

Russia$ Hawaii$

1%$ 1%$

Switzerland$ Russia$

1%$ 1%$

Switzerland$ 0%$

1%$

0%$ 11

7%$

5%$5%$

Ireland$ Scotland$

21%$

5%$

10%$

15%$

20%$

25%$

5%$

10%$

15%$

20%$

25%$

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

8 8

GREININGARSKÝRSLA

Borgarferðir til Reykjavíkur Borgarferðir tiltilReykjavíkur Borgarferðir Spurt var hversuReykjavíkur líklegt eða ólíklegt það væri að þátttakendur myndu ferðast til Íslands gagngert til fara í stutta ferð til Reykjavíkur. Eðlilega töldu þátttakendur frá fjarlægum Spurt hversu að líklegt eða ólíklegt væri þátttakendur Íslands stöðumvar ólíklegra þeir kæmu í styttriþað ferðir, en að athygli vekur að myndu ekki varferðast munurtilá svörum gagngert til frá fara í stutta ferð til Reykjavíkur. þátttakendur fjarlægum þátttakenda öðrum heimsálfum. Þá voru minniEðlilega líkur á aðtöldu þátttakendur í eldrifrá aldurshópum stöðumí styttri ólíklegra að til þeir kæmu í styttri ferðir, en athygli vekur að ekki var munur á svörum kæmu ferðir landsins. þátttakenda frá öðrum heimsálfum. Þá voru minni líkur á að þátttakendur í eldri aldurshópum kæmu í styttri ferðir til landsins. How$likely$or$unlikely$is$it$that$you$would$go$to$Reykjavik$for$a$city$ break/short$city$visit?$ Very%unlikely%

How$likely$or$unlikely$is$it$that$you$would$go$to$Reykjavik$for$a$city$ 3%% break/short$city$visit?$ Very%unlikely% Rather% 3%% unlikely%

10.9%&

8%%

Very%likely% 42%%

Rather% unlikely% 8%%

14.4%&

Neutral% 14%%

10.9%& 14.4%&

74.7%&

Neutral% 14%%

Very%likely% 42%%

74.7%&

Rather%likely% 33%%

Very%or%rather%unlikely%

Rather%likely% 33%%

Very%or%rather%likely% Very%or%rather%unlikely%

Neutral%

10.9% 10.7% 10.9% 9.8% 10.9% 9.6% 10.7% 9.7% 10.9% 11.2% 9.8% 14.0% 9.6% 9.1% 9.7% 9.5% 11.2% 10.8% 14.0% 11.3% 9.1% 6.7% 9.5% 12.2% 10.8% 8.8% 11.3% 12.2% 6.7% 16.4% 12.2% 17.7% 8.8% 13.4% 12.2% 9.3% 16.4% 12.0% 17.7% 6.7% 13.4% 9.8% 9.3% 13.8% 12.0% 10.2% 6.7% 11.2% 9.8% 7.4% 13.8% 7.7% 10.2% 5.3% 11.2% 10.4% 7.4% 12.3% 7.7% 17.8% 5.3% 10.4% 12.3% 17.8%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

14.4% 12.9% 15.7% 11.0% 14.4% 10.4% 12.9% 12.8% 15.7% 16.2% 11.0% 18.6% 10.4% 13.7% 12.8% 14.8% 16.2% 13.7% 18.6% 14.5% 13.7% 20.0% 14.8% 13.8% 13.7% 12.9% 14.5% 15.5% 20.0% 15.1% 13.8% 7.6% 12.9% 18.1% 15.5% 12.2% 15.1% 15.9% 7.6% 10.9% 18.1% 13.9% 12.2% 12.1% 15.9% 16.5% 10.9% 13.9% 13.9% 9.5% 12.1% 16.2% 16.5% 11.5% 13.9% 15.9% 9.5% 9.6% 16.2% 20.6% 11.5% 15.9% 9.6% 20.6%

Very%or%rather%likely Very%or%rather%likely

Count 20,805 9,754 10,807 Count 1,567 20,805 2,236 9,754 6,706 10,807 7,263 1,567 2,795 2,236 197 6,706 3,992 7,263 5,772 2,795 10,539 197 30 3,992 254 5,772 8,662 10,539 11,415 30 146 254 79 8,662 7,554 11,415 12,987 146 10,092 79 1,739 7,554 1,294 12,987 1,250 10,092 970 1,739 901 1,294 857 1,250 673 970 608 901 585 857 146 673 107 608 585 146 107

Neutral

Scale%135 4.03 4.08 4.00 Scale%135 4.19 4.03 4.17 4.08 4.10 4.00 3.98 4.19 3.84 4.17 4.09 4.10 4.08 3.98 4.04 3.84 4.01 4.09 4.10 4.08 4.08 4.04 4.12 4.01 3.97 4.10 3.91 4.08 3.96 4.12 3.85 3.97 4.14 3.91 3.97 3.96 4.23 3.85 4.12 4.14 3.99 3.97 3.98 4.23 3.98 4.12 4.24 3.99 4.03 3.98 4.25 3.98 4.03 4.24 4.12 4.03 3.79 4.25 4.03 4.12 3.79

Neutral

41.9% 44.9% 39.4% 51.8% 41.9% 48.3% 44.9% 44.5% 39.4% 39.0% 51.8% 33.7% 48.3% 43.7% 44.5% 45.2% 39.0% 41.9% 33.7% 41.0% 43.7% 43.3% 45.2% 48.8% 41.9% 44.8% 41.0% 39.6% 43.3% 43.2% 48.8% 46.8% 44.8% 33.1% 39.6% 47.1% 43.2% 39.3% 46.8% 49.6% 33.1% 46.9% 47.1% 42.1% 39.3% 36.1% 49.6% 36.3% 46.9% 50.4% 42.1% 36.0% 36.1% 48.2% 36.3% 42.2% 50.4% 47.3% 36.0% 38.3% 48.2% 42.2% 47.3% 38.3%

Very%or%rather%unlikely Very%or%rather%unlikely

32.8% 31.5% 34.0% 27.4% 32.8% 31.7% 31.5% 33.1% 34.0% 33.7% 27.4% 33.7% 31.7% 33.5% 33.1% 30.5% 33.7% 33.6% 33.7% 33.2% 33.5% 30.0% 30.5% 25.2% 33.6% 33.4% 33.2% 32.7% 30.0% 25.3% 25.2% 27.8% 33.4% 35.4% 32.7% 31.4% 25.3% 32.9% 27.8% 32.8% 35.4% 29.4% 31.4% 32.0% 32.9% 37.2% 32.8% 38.6% 29.4% 32.8% 32.0% 40.1% 37.2% 35.0% 38.6% 31.5% 32.8% 30.8% 40.1% 23.4% 35.0% 31.5% 30.8% 23.4%

Very%likely Very%likely

Neutral

Rather%likelyRather%likely

8.3% 8.0% 8.5% 7.9% 8.3% 7.6% 8.0% 7.3% 8.5% 8.6% 7.9% 10.6% 7.6% 6.1% 7.3% 6.6% 8.6% 8.4% 10.6% 8.9% 6.1% 6.7% 6.6% 9.4% 8.4% 6.9% 8.9% 9.2% 6.7% 12.3% 9.4% 10.1% 6.9% 10.1% 9.2% 7.2% 12.3% 9.1% 10.1% 4.5% 10.1% 8.0% 7.2% 10.1% 9.1% 8.8% 4.5% 9.0% 8.0% 5.1% 10.1% 6.7% 8.8% 4.3% 9.0% 8.0% 5.1% 11.0% 6.7% 15.0% 4.3% 8.0% 11.0% 15.0%

Neutral

2.5% 2.7% 2.4% 1.9% 2.5% 1.9% 2.7% 2.4% 2.4% 2.6% 1.9% 3.4% 1.9% 3.0% 2.4% 2.9% 2.6% 2.4% 3.4% 2.4% 3.0% 0.0% 2.9% 2.8% 2.4% 1.9% 2.4% 2.9% 0.0% 4.1% 2.8% 7.6% 1.9% 3.2% 2.9% 2.1% 4.1% 2.8% 7.6% 2.2% 3.2% 1.8% 2.1% 3.8% 2.8% 1.4% 2.2% 2.2% 1.8% 2.2% 3.8% 1.0% 1.4% 1.0% 2.2% 2.4% 2.2% 1.4% 1.0% 2.8% 1.0% 2.4% 1.4% 2.8%

Rather%unlikely Rather%unlikely

How%likely%or%unlikely%is%it%that%you%would%go%to%Reykjavik%for%a%city% break/short%city%visit? Total Total Gender Female How%likely%or%unlikely%is%it%that%you%would%go%to%Reykjavik%for%a%city% Male break/short%city%visit? 18329%years Age Total Total 30335%years Gender Female 36350%years Male 51365%years Age 18329%years 66%years%plus 30335%years Education Primary%school 36350%years College%/%high%school 51365%years Undergraduate%university%degree 66%years%plus Graduate%university%degree Education Primary%school Continents Africa College%/%high%school Asia Undergraduate%university%degree Europe Graduate%university%degree North%America Continents Africa Oceania Asia South%America Europe Been%to%Reykjavík Never%been North%America Have%been Oceania Country USA South%America UK Been%to%Reykjavík Never%been Germany Have%been Canada Country USA Denmark UK Netherlands Germany France Canada Finland Denmark Norway Netherlands Sweden France Eastern%Europe Finland Southern%Europe Norway Sweden Eastern%Europe Southern%Europe

Very%unlikelyVery%unlikely

Very%or%rather%likely%

74.7% 76.3% 73.4% 79.3% 74.7% 80.0% 76.3% 77.5% 73.4% 72.6% 79.3% 67.4% 80.0% 77.2% 77.5% 75.7% 72.6% 75.5% 67.4% 74.2% 77.2% 73.3% 75.7% 74.0% 75.5% 78.2% 74.2% 72.3% 73.3% 68.5% 74.0% 74.7% 78.2% 68.6% 72.3% 78.5% 68.5% 72.1% 74.7% 82.4% 68.6% 76.3% 78.5% 74.1% 72.1% 73.3% 82.4% 74.9% 76.3% 83.2% 74.1% 76.1% 73.3% 83.2% 74.9% 73.7% 83.2% 78.1% 76.1% 61.7% 83.2% 73.7% 78.1% 61.7%

GREININGARSKÝRSLA

Einkenni Reykjavíkur

Einkenni Reykjavíkur Spurt var um nokkra þætti og að hversu miklu marki þátttakendur teldu þá tengjast Reykjavík. Fjallað er um hvern og einn hér á eftir og eru þættirnir eftirfarandi: -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐

Heitar laugar Sjálfbær nýting auðlinda Tenging við náttúru Tónlist Bókmenntir Menningarviðburðir Friður Reykjavík sem höfuðborg

Niðurstöður má sjá á átta blaðsíðum. Þær sýna að þátttakendur eru mjög eða fremur sammála því að heitar laugar, sjálfbær nýting auðlinda, tenging við náttúru, friður og Reykjavík sem höfuðborg séu þættir sem þeir tengja við Reykjavík. Einnig kemur fram að menningarviðburðir og tónlist eru einnig tengd borginni en jafnframt má sjá að þriðjungur þátttakenda er hlutlaus. Minnihluti tengir bókmenntir við borgina. Ekki var um að ræða, svo heitið gæti, merkjanlegan mun milli þátttakenda um þá þætti sem spurt var um. Helsti munur á svörum tengist menningu því sjá má þegar rýnt er í krosskeyrslur að aldurshópurinn fimmtíu ára og eldri tengdi tónlist síður við borgina.

10 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Einkenni Reykjavíkur

Einkenni Reykjavíkur How$strongly$do$you$agree$or$disagree$that$the$following$ characteris4cs$are$associated$with$Reykjavik$$|$Geothermal$pools$ Strongly)disagree) 0%)

Rather)disagree) 2%) 2.4%% 6.6%%

Neutral) 7%)

Rather)agree) 23%) 91.0%%

Strongly)agree) 68%)

Strongly)or)rather)disagree) Neutral)

Strongly)agree

6.6% 6.0% 7.1% 8.5% 6.6% 6.6% 6.1% 6.7% 13.3% 7.7% 6.3% 6.1% 10.3% 5.1% 7.2% 6.2% 4.8% 7.5% 6.9% 6.5% 6.3% 6.4% 10.0% 5.3% 7.6% 9.7% 7.3% 5.3% 6.7% 4.3% 5.5% 2.8%

23.0% 20.9% 24.8% 32.5% 25.7% 22.3% 21.8% 20.2% 26.5% 22.7% 22.9% 23.1% 24.1% 32.0% 24.5% 21.6% 33.6% 21.3% 23.2% 22.9% 21.3% 24.0% 27.1% 23.3% 22.9% 30.2% 27.4% 22.4% 19.9% 17.7% 26.9% 25.9%

68.0% 70.8% 65.6% 56.0% 64.4% 68.7% 69.9% 71.1% 58.7% 67.4% 68.4% 68.2% 62.1% 61.3% 65.4% 70.2% 59.6% 67.5% 68.1% 67.9% 70.3% 65.7% 59.3% 69.5% 68.2% 56.4% 63.4% 71.2% 70.9% 75.3% 64.1% 69.4%

Scale)155 4.56 4.60 4.53 4.41 4.51 4.57 4.59 4.60 4.42 4.55 4.57 4.57 4.45 4.53 4.52 4.59 4.50 4.53 4.57 4.55 4.59 4.51 4.42 4.60 4.58 4.39 4.52 4.64 4.59 4.65 4.51 4.63

Count 20,842 9,765 10,836 1,575 2,241 6,731 7,260 2,790 196 3,995 5,791 10,551 29 253 8,671 11,456 146 80 7,559 12,996 10,129 1,741 1,293 1,254 966 906 860 678 612 583 145 108

Strongly)or)rather)agree

Rather)agree

2.0% 1.9% 2.1% 2.4% 2.8% 2.1% 1.9% 1.4% 1.0% 1.8% 1.8% 2.2% 3.4% 1.2% 2.4% 1.7% 1.4% 3.8% 1.5% 2.3% 1.7% 3.2% 3.2% 1.4% 1.3% 3.4% 1.4% 0.9% 2.1% 2.4% 2.8% 1.9%

Neutral

0.4% 0.4% 0.4% 0.6% 0.5% 0.3% 0.3% 0.5% 0.5% 0.4% 0.4% 0.4% 0.0% 0.4% 0.4% 0.4% 0.7% 0.0% 0.3% 0.4% 0.4% 0.7% 0.5% 0.5% 0.0% 0.2% 0.5% 0.1% 0.3% 0.3% 0.7% 0.0%

Strongly)or)rather)disagree

Rather)disagree

How)strongly)do)you)agree)or)disagree)that)the)following) characteristics)are)associated)with)Reykjavik))|)Geothermal)pools Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree

Strongly)or)rather)agree)

2.4% 2.3% 2.5% 3.0% 3.3% 2.4% 2.2% 1.9% 1.5% 2.2% 2.3% 2.6% 3.4% 1.6% 2.8% 2.1% 2.1% 3.8% 1.8% 2.8% 2.1% 3.8% 3.6% 1.9% 1.3% 3.6% 1.9% 1.0% 2.5% 2.7% 3.4% 1.9%

6.6% 6.0% 7.1% 8.5% 6.6% 6.6% 6.1% 6.7% 13.3% 7.7% 6.3% 6.1% 10.3% 5.1% 7.2% 6.2% 4.8% 7.5% 6.9% 6.5% 6.3% 6.4% 10.0% 5.3% 7.6% 9.7% 7.3% 5.3% 6.7% 4.3% 5.5% 2.8%

91.0% 91.7% 90.4% 88.5% 90.1% 91.0% 91.7% 91.4% 85.2% 90.1% 91.4% 91.3% 86.2% 93.3% 90.0% 91.8% 93.2% 88.8% 91.3% 90.8% 91.6% 89.7% 86.4% 92.8% 91.1% 86.6% 90.8% 93.7% 90.8% 93.0% 91.0% 95.4%

11 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Einkenni Reykjavíkur

Einkenni Reykjavíkur How$strongly$do$you$agree$or$disagree$that$the$following$ characteris4cs$are$associated$with$Reykjavik$$|$Sustainable$usage$of$ natural$resources$ Strongly)disagree) Rather)disagree) 1%) 1%)

1.5%%

14.2%%

Neutral) 14%)

84.3%%

Strongly)agree) 52%)

Rather)agree) 32%)

Strongly)or)rather)disagree) Neutral)

Strongly)agree

14.2% 13.6% 14.6% 17.1% 16.0% 15.0% 13.1% 11.9% 15.4% 12.5% 14.2% 14.7% 10.0% 17.4% 15.7% 12.8% 15.1% 21.3% 17.2% 12.5% 13.0% 16.1% 13.9% 11.8% 18.1% 16.6% 12.0% 16.3% 19.5% 19.2% 12.5% 10.1%

32.1% 29.9% 34.2% 33.4% 33.0% 33.5% 31.2% 29.6% 32.3% 30.5% 32.7% 32.4% 30.0% 26.9% 35.1% 30.2% 28.1% 22.5% 34.2% 30.8% 30.1% 34.8% 36.4% 31.6% 34.2% 36.8% 32.4% 44.1% 37.7% 32.2% 33.3% 27.5%

52.2% 55.3% 49.5% 47.0% 49.0% 49.7% 54.5% 57.8% 50.3% 55.6% 51.8% 51.3% 60.0% 54.9% 47.3% 55.9% 54.1% 53.8% 47.1% 55.2% 55.8% 47.2% 47.4% 55.5% 46.1% 44.7% 53.8% 37.8% 41.5% 45.7% 53.5% 62.4%

Scale)155 4.35 4.39 4.31 4.24 4.29 4.31 4.39 4.44 4.30 4.40 4.35 4.33 4.50 4.36 4.27 4.41 4.33 4.26 4.27 4.39 4.40 4.27 4.28 4.41 4.25 4.24 4.38 4.18 4.19 4.20 4.40 4.52

Count 20,798 9,732 10,823 1,569 2,234 6,714 7,249 2,789 195 3,995 5,771 10,532 30 253 8,640 11,441 146 80 7,539 12,974 10,115 1,734 1,289 1,255 965 899 853 675 610 584 144 109

Strongly)or)rather)agree

Rather)agree

1.2% 1.0% 1.3% 1.9% 1.7% 1.4% 0.9% 0.5% 1.5% 1.2% 0.9% 1.3% 0.0% 0.8% 1.6% 0.8% 2.1% 1.3% 1.1% 1.2% 0.8% 1.6% 1.9% 0.6% 1.6% 1.7% 1.6% 1.5% 1.1% 2.1% 0.7% 0.0%

Neutral

0.3% 0.2% 0.4% 0.6% 0.3% 0.4% 0.3% 0.1% 0.5% 0.3% 0.3% 0.3% 0.0% 0.0% 0.3% 0.3% 0.7% 1.3% 0.3% 0.3% 0.3% 0.3% 0.4% 0.4% 0.0% 0.2% 0.2% 0.3% 0.2% 0.9% 0.0% 0.0%

Strongly)or)rather)disagree

Rather)disagree

How)strongly)do)you)agree)or)disagree)that)the)following) characteristics)are)associated)with)Reykjavik))|)Sustainable)usage)of) natural)resources Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree

Strongly)or)rather)agree)

1.5% 1.2% 1.7% 2.5% 2.0% 1.8% 1.2% 0.6% 2.1% 1.5% 1.2% 1.7% 0.0% 0.8% 2.0% 1.1% 2.7% 2.5% 1.4% 1.5% 1.1% 1.9% 2.3% 1.0% 1.6% 1.9% 1.9% 1.8% 1.3% 2.9% 0.7% 0.0%

14.2% 13.6% 14.6% 17.1% 16.0% 15.0% 13.1% 11.9% 15.4% 12.5% 14.2% 14.7% 10.0% 17.4% 15.7% 12.8% 15.1% 21.3% 17.2% 12.5% 13.0% 16.1% 13.9% 11.8% 18.1% 16.6% 12.0% 16.3% 19.5% 19.2% 12.5% 10.1%

84.3% 85.2% 83.7% 80.4% 82.0% 83.3% 85.7% 87.4% 82.6% 86.1% 84.5% 83.7% 90.0% 81.8% 82.3% 86.0% 82.2% 76.3% 81.4% 86.0% 85.9% 82.0% 83.8% 87.2% 80.3% 81.5% 86.2% 81.9% 79.2% 77.9% 86.8% 89.9%

12 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Einkenni Reykjavíkur

Einkenni Reykjavíkur How$strongly$do$you$agree$or$disagree$that$the$following$ characteris4cs$are$associated$with$Reykjavik$$|$Connec4on$to$nature$ Strongly)disagree) 0%)

Rather)disagree) 2%) 1.9%%

10.4%%

Neutral) 10%)

Strongly)agree) 54%)

Rather)agree) 34%)

87.7%%

Strongly)or)rather)disagree) Neutral)

Strongly)agree

10.4% 8.6% 12.0% 10.1% 11.6% 10.7% 10.5% 8.7% 10.9% 8.7% 10.4% 11.1% 10.0% 9.8% 10.3% 10.4% 17.8% 9.1% 9.3% 11.1% 10.5% 13.9% 13.2% 10.4% 7.3% 9.4% 9.5% 6.2% 9.0% 5.9% 10.3% 12.8%

33.7% 29.9% 37.1% 33.9% 35.1% 34.1% 33.2% 33.3% 25.4% 32.1% 33.8% 34.6% 36.7% 31.0% 34.7% 33.2% 33.6% 27.3% 32.9% 34.3% 32.9% 39.9% 35.3% 36.4% 27.4% 37.8% 33.9% 37.7% 36.3% 32.0% 36.3% 25.7%

53.9% 59.6% 48.9% 53.3% 50.7% 53.1% 54.7% 56.9% 62.2% 57.7% 54.2% 52.1% 46.7% 59.2% 52.7% 54.8% 45.2% 62.3% 56.7% 52.2% 55.1% 43.0% 48.4% 51.5% 64.5% 51.2% 53.9% 54.7% 53.1% 61.0% 53.4% 60.6%

Scale)155 4.39 4.47 4.33 4.37 4.34 4.38 4.41 4.46 4.48 4.46 4.40 4.36 4.23 4.49 4.38 4.41 4.21 4.51 4.45 4.36 4.41 4.22 4.29 4.37 4.55 4.38 4.39 4.46 4.41 4.53 4.43 4.46

Count 20,768 9,725 10,800 1,568 2,222 6,692 7,249 2,792 193 3,988 5,763 10,515 30 255 8,632 11,421 146 77 7,541 12,940 10,095 1,739 1,284 1,254 960 898 856 676 612 579 146 109

Strongly)or)rather)agree

Rather)agree

1.7% 1.6% 1.8% 2.5% 2.3% 1.9% 1.5% 0.9% 1.6% 1.3% 1.4% 2.0% 6.7% 0.0% 2.1% 1.4% 3.4% 1.3% 1.0% 2.1% 1.4% 2.7% 3.1% 1.3% 0.7% 1.6% 2.7% 1.2% 1.5% 1.0% 0.0% 0.9%

Neutral

0.2% 0.2% 0.2% 0.3% 0.2% 0.3% 0.2% 0.2% 0.0% 0.2% 0.3% 0.2% 0.0% 0.0% 0.2% 0.2% 0.0% 0.0% 0.1% 0.3% 0.2% 0.5% 0.1% 0.4% 0.1% 0.1% 0.1% 0.1% 0.2% 0.2% 0.0% 0.0%

Strongly)or)rather)disagree

Rather)disagree

How)strongly)do)you)agree)or)disagree)that)the)following) characteristics)are)associated)with)Reykjavik))|)Connection)to)nature Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree

Strongly)or)rather)agree)

1.9% 1.8% 2.0% 2.7% 2.5% 2.1% 1.7% 1.1% 1.6% 1.5% 1.7% 2.2% 6.7% 0.0% 2.3% 1.6% 3.4% 1.3% 1.1% 2.4% 1.6% 3.2% 3.2% 1.7% 0.8% 1.7% 2.8% 1.3% 1.6% 1.2% 0.0% 0.9%

10.4% 8.6% 12.0% 10.1% 11.6% 10.7% 10.5% 8.7% 10.9% 8.7% 10.4% 11.1% 10.0% 9.8% 10.3% 10.4% 17.8% 9.1% 9.3% 11.1% 10.5% 13.9% 13.2% 10.4% 7.3% 9.4% 9.5% 6.2% 9.0% 5.9% 10.3% 12.8%

87.7% 89.5% 86.0% 87.1% 85.9% 87.1% 87.8% 90.2% 87.6% 89.8% 87.9% 86.7% 83.3% 90.2% 87.4% 88.0% 78.8% 89.6% 89.6% 86.5% 87.9% 82.9% 83.6% 88.0% 91.9% 89.0% 87.7% 92.5% 89.4% 92.9% 89.7% 86.2%

13 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Einkenni Reykjavíkur

Einkenni Reykjavíkur How$strongly$do$you$agree$or$disagree$that$the$following$ characteris4cs$are$associated$with$Reykjavik$$|$Music$ Strongly)disagree) 1%)

Rather)disagree) 6%) 6.7%% 32.9%% 60.4%%

Strongly)agree) 30%) Neutral) 33%)

Strongly)or)rather)disagree) Neutral)

Rather)agree) 30%)

Rather)agree

Strongly)agree

32.9% 30.1% 35.3% 22.2% 23.6% 28.9% 37.1% 44.6% 39.2% 34.0% 31.2% 33.1% 43.3% 38.8% 32.7% 32.9% 24.7% 29.5% 37.9% 29.8% 33.8% 38.7% 24.1% 26.1% 37.9% 33.4% 29.8% 41.5% 32.9% 36.3% 32.4% 22.2%

30.3% 29.6% 30.9% 26.4% 29.4% 31.1% 31.1% 28.9% 26.8% 30.7% 30.9% 29.8% 13.3% 30.6% 31.5% 29.4% 32.9% 29.5% 29.4% 30.8% 29.4% 30.8% 30.1% 29.6% 30.2% 33.1% 32.5% 30.8% 33.4% 31.3% 29.7% 32.4%

30.1% 34.8% 25.9% 42.8% 40.7% 32.7% 25.4% 20.5% 27.3% 29.3% 32.0% 29.5% 30.0% 23.9% 27.8% 32.0% 35.6% 28.2% 25.3% 33.0% 30.9% 21.5% 39.1% 40.2% 22.4% 24.8% 33.2% 16.4% 25.5% 24.3% 34.5% 38.0%

Scale)155 3.83 3.93 3.74 4.02 4.03 3.88 3.75 3.63 3.73 3.82 3.88 3.80 3.60 3.70 3.78 3.87 3.96 3.72 3.72 3.90 3.84 3.63 4.01 4.05 3.64 3.73 3.93 3.51 3.75 3.71 3.94 3.99

Count 20,786 9,730 10,815 1,567 2,231 6,722 7,251 2,775 194 3,983 5,771 10,532 30 255 8,647 11,425 146 78 7,543 12,957 10,099 1,738 1,291 1,255 965 900 856 675 611 584 145 108

Strongly)or)rather)agree

Neutral

5.8% 4.6% 6.8% 7.7% 5.3% 6.2% 5.5% 4.8% 5.2% 5.1% 5.2% 6.4% 13.3% 5.1% 6.8% 5.0% 5.5% 11.5% 6.4% 5.4% 5.1% 7.5% 5.9% 3.5% 8.3% 7.7% 3.6% 9.3% 7.4% 6.7% 2.8% 5.6%

Neutral

Rather)disagree

1.0% 0.8% 1.1% 1.0% 1.0% 1.0% 0.9% 1.2% 1.5% 0.9% 0.8% 1.1% 0.0% 1.6% 1.2% 0.8% 1.4% 1.3% 1.0% 0.9% 0.8% 1.4% 0.8% 0.6% 1.2% 1.0% 0.9% 1.9% 0.8% 1.4% 0.7% 1.9%

Strongly)or)rather)disagree

Strongly)disagree

How)strongly)do)you)agree)or)disagree)that)the)following) characteristics)are)associated)with)Reykjavik))|)Music Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)or)rather)agree)

6.7% 5.4% 7.9% 8.6% 6.3% 7.2% 6.4% 5.9% 6.7% 6.0% 6.0% 7.5% 13.3% 6.7% 8.0% 5.8% 6.8% 12.8% 7.4% 6.3% 6.0% 9.0% 6.7% 4.1% 9.5% 8.7% 4.6% 11.3% 8.2% 8.0% 3.4% 7.4%

32.9% 30.1% 35.3% 22.2% 23.6% 28.9% 37.1% 44.6% 39.2% 34.0% 31.2% 33.1% 43.3% 38.8% 32.7% 32.9% 24.7% 29.5% 37.9% 29.8% 33.8% 38.7% 24.1% 26.1% 37.9% 33.4% 29.8% 41.5% 32.9% 36.3% 32.4% 22.2%

60.4% 64.4% 56.8% 69.2% 70.1% 63.9% 56.6% 49.5% 54.1% 60.0% 62.8% 59.4% 43.3% 54.5% 59.3% 61.3% 68.5% 57.7% 54.7% 63.8% 60.3% 52.3% 69.2% 69.8% 52.5% 57.9% 65.7% 47.3% 58.9% 55.7% 64.1% 70.4%

14 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Einkenni Reykjavíkur

Einkenni Reykjavíkur How$strongly$do$you$agree$or$disagree$that$the$following$ characteris4cs$are$associated$with$Reykjavik$$|$Literature$ Strongly)disagree) 2%)

Strongly)agree) 18%)

Rather) disagree) 10%)

11.7%% 44.3%% 44.0%%

Rather)agree) 26%)

Neutral) 44%)

Strongly)or)rather)disagree) Neutral)

Strongly)agree

44.0% 41.8% 45.9% 40.7% 43.4% 44.3% 43.9% 45.5% 45.6% 44.2% 44.8% 43.4% 50.0% 50.0% 42.6% 44.9% 41.1% 42.5% 48.9% 41.0% 45.8% 46.0% 32.3% 38.8% 46.7% 46.9% 43.4% 50.4% 44.0% 41.9% 43.1% 46.8%

26.3% 27.0% 25.8% 24.1% 24.3% 25.0% 28.1% 27.6% 24.1% 26.8% 26.4% 26.2% 23.3% 22.8% 26.4% 26.3% 30.8% 30.0% 23.7% 27.9% 26.4% 26.1% 30.1% 25.4% 24.9% 25.7% 27.0% 20.6% 28.6% 26.4% 25.7% 21.1%

18.0% 22.0% 14.4% 19.4% 17.4% 16.7% 18.6% 19.6% 15.4% 19.3% 17.8% 17.7% 13.3% 15.0% 17.5% 18.5% 21.2% 13.8% 14.0% 20.4% 17.3% 13.8% 25.7% 27.0% 14.4% 12.0% 19.7% 9.6% 15.6% 18.9% 15.3% 15.6%

Scale)155 3.49 3.60 3.39 3.45 3.42 3.43 3.55 3.58 3.37 3.54 3.50 3.47 3.37 3.39 3.46 3.52 3.66 3.43 3.37 3.57 3.49 3.38 3.68 3.70 3.38 3.33 3.55 3.17 3.47 3.50 3.40 3.34

Count 20,740 9,702 10,795 1,569 2,222 6,704 7,232 2,771 195 3,975 5,759 10,506 30 254 8,626 11,397 146 80 7,538 12,918 10,079 1,733 1,286 1,246 963 899 851 676 609 583 144 109

Strongly)or)rather)agree

Rather)agree

10.1% 8.0% 12.1% 14.1% 12.7% 12.2% 8.3% 6.0% 12.3% 8.4% 9.7% 11.1% 13.3% 10.2% 11.7% 9.0% 6.2% 12.5% 11.5% 9.4% 9.1% 12.1% 10.9% 7.9% 11.8% 13.7% 8.6% 15.5% 10.8% 11.3% 15.3% 14.7%

Neutral

1.5% 1.3% 1.8% 1.7% 2.1% 1.8% 1.2% 1.3% 2.6% 1.3% 1.3% 1.7% 0.0% 2.0% 1.8% 1.3% 0.7% 1.3% 1.7% 1.4% 1.4% 1.9% 1.1% 0.8% 2.1% 1.7% 1.3% 3.8% 1.0% 1.5% 0.7% 1.8%

Strongly)or)rather)disagree

Rather)disagree

How)strongly)do)you)agree)or)disagree)that)the)following) characteristics)are)associated)with)Reykjavik))|)Literature Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree

Strongly)or)rather)agree)

11.7% 9.3% 13.9% 15.8% 14.9% 14.0% 9.4% 7.3% 14.9% 9.7% 11.0% 12.8% 13.3% 12.2% 13.5% 10.3% 6.8% 13.8% 13.3% 10.7% 10.5% 14.0% 12.0% 8.7% 13.9% 15.4% 9.9% 19.4% 11.8% 12.9% 16.0% 16.5%

44.0% 41.8% 45.9% 40.7% 43.4% 44.3% 43.9% 45.5% 45.6% 44.2% 44.8% 43.4% 50.0% 50.0% 42.6% 44.9% 41.1% 42.5% 48.9% 41.0% 45.8% 46.0% 32.3% 38.8% 46.7% 46.9% 43.4% 50.4% 44.0% 41.9% 43.1% 46.8%

44.3% 49.0% 40.2% 43.5% 41.8% 41.7% 46.7% 47.2% 39.5% 46.1% 44.2% 43.9% 36.7% 37.8% 43.9% 44.8% 52.1% 43.8% 37.8% 48.3% 43.7% 40.0% 55.8% 52.5% 39.4% 37.7% 46.8% 30.2% 44.2% 45.3% 41.0% 36.7%

15 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Einkenni Reykjavíkur

Einkenni Reykjavíkur How$strongly$do$you$agree$or$disagree$that$the$following$ characteris4cs$are$associated$with$Reykjavik$$|$Cultural$events$ Strongly)disagree) 1%)

Rather)disagree) 4%)

5.3%% 28.9%%

Strongly)agree) 27%)

Neutral) 29%)

65.8%%

Strongly)or)rather)disagree)

Rather)agree) 39%)

Neutral)

Strongly)agree

28.9% 26.3% 31.2% 22.7% 24.5% 29.1% 29.9% 33.0% 32.3% 26.9% 27.3% 30.5% 33.3% 34.8% 31.4% 26.9% 28.1% 35.4% 30.0% 28.2% 27.9% 33.9% 25.7% 19.6% 38.4% 31.5% 26.6% 37.1% 32.6% 35.2% 22.1% 33.9%

39.1% 37.3% 40.7% 38.1% 39.8% 38.6% 39.9% 38.2% 37.9% 39.3% 40.0% 38.5% 23.3% 29.6% 38.1% 40.1% 36.3% 43.0% 40.2% 38.4% 40.2% 38.9% 36.4% 39.6% 35.8% 40.5% 41.0% 37.7% 38.5% 37.8% 42.1% 31.2%

26.7% 32.3% 21.8% 33.2% 29.6% 26.3% 25.7% 24.3% 25.6% 29.8% 28.3% 24.8% 30.0% 26.9% 24.2% 28.6% 30.8% 15.2% 24.2% 28.2% 27.4% 20.8% 32.5% 37.6% 19.5% 22.2% 26.0% 15.1% 24.6% 19.7% 30.3% 26.6%

Scale)155 3.87 3.97 3.77 3.98 3.93 3.85 3.86 3.81 3.85 3.94 3.92 3.81 3.70 3.73 3.79 3.92 3.92 3.66 3.82 3.89 3.90 3.73 3.96 4.11 3.67 3.78 3.86 3.56 3.83 3.69 3.96 3.75

Count 20,701 9,688 10,772 1,560 2,226 6,684 7,224 2,765 195 3,962 5,741 10,498 30 253 8,605 11,382 146 79 7,522 12,894 10,061 1,736 1,286 1,250 951 893 851 677 605 579 145 109

Strongly)or)rather)agree

Rather)agree

4.6% 3.5% 5.5% 4.9% 5.7% 5.1% 3.9% 3.9% 3.6% 3.2% 3.8% 5.5% 13.3% 7.1% 5.5% 3.8% 3.4% 5.1% 4.7% 4.5% 3.9% 5.5% 4.9% 2.7% 5.5% 4.9% 5.9% 9.0% 4.1% 6.4% 4.1% 7.3%

Neutral

0.7% 0.6% 0.8% 1.1% 0.4% 0.9% 0.6% 0.7% 0.5% 0.8% 0.6% 0.8% 0.0% 1.6% 0.8% 0.6% 1.4% 1.3% 0.8% 0.6% 0.6% 0.8% 0.5% 0.5% 0.9% 0.9% 0.6% 1.2% 0.2% 0.9% 1.4% 0.9%

Strongly)or)rather)disagree

Rather)disagree

How)strongly)do)you)agree)or)disagree)that)the)following) characteristics)are)associated)with)Reykjavik))|)Cultural)events Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree

Strongly)or)rather)agree)

5.3% 4.1% 6.3% 6.0% 6.1% 5.9% 4.5% 4.6% 4.1% 4.0% 4.4% 6.3% 13.3% 8.7% 6.3% 4.4% 4.8% 6.3% 5.5% 5.1% 4.5% 6.3% 5.4% 3.2% 6.4% 5.8% 6.5% 10.2% 4.3% 7.3% 5.5% 8.3%

28.9% 26.3% 31.2% 22.7% 24.5% 29.1% 29.9% 33.0% 32.3% 26.9% 27.3% 30.5% 33.3% 34.8% 31.4% 26.9% 28.1% 35.4% 30.0% 28.2% 27.9% 33.9% 25.7% 19.6% 38.4% 31.5% 26.6% 37.1% 32.6% 35.2% 22.1% 33.9%

65.8% 69.5% 62.4% 71.3% 69.4% 64.9% 65.6% 62.4% 63.6% 69.1% 68.4% 63.3% 53.3% 56.5% 62.3% 68.7% 67.1% 58.2% 64.5% 66.7% 67.6% 59.7% 68.9% 77.2% 55.2% 62.7% 67.0% 52.7% 63.1% 57.5% 72.4% 57.8%

16 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Einkenni Reykjavíkur

Einkenni Reykjavíkur How$strongly$do$you$agree$or$disagree$that$the$following$ characteris4cs$are$associated$with$Reykjavik$$|$Peace$(Refers$to$both$ peace$of$nature$and$peace$from$conﬂict)$ Strongly)disagree) Rather)disagree) 0%) 2%) 2.3%% 14.6%%

Neutral) 15%) 83.1%%

Strongly)agree) 47%)

Rather)agree) 36%)

Strongly)or)rather)disagree) Neutral)

Strongly)agree

14.6% 13.1% 15.9% 12.8% 14.6% 15.8% 14.1% 13.9% 15.4% 11.7% 13.7% 16.1% 6.7% 11.4% 15.8% 13.9% 13.7% 8.9% 15.3% 14.3% 14.1% 17.8% 20.7% 12.7% 15.9% 12.5% 13.3% 11.7% 18.3% 15.5% 12.4% 11.1%

36.4% 34.5% 38.3% 33.7% 36.6% 37.0% 36.5% 36.6% 36.4% 33.8% 35.8% 37.8% 33.3% 27.1% 38.5% 35.1% 36.3% 35.4% 37.3% 36.0% 35.3% 41.4% 39.3% 34.4% 38.1% 40.7% 37.5% 39.9% 37.7% 36.4% 22.1% 30.6%

46.6% 50.4% 43.2% 52.1% 46.0% 44.5% 47.2% 47.6% 47.7% 52.9% 48.8% 43.1% 56.7% 60.4% 42.8% 49.1% 47.3% 55.7% 45.6% 47.2% 48.7% 37.4% 37.2% 51.1% 43.2% 44.8% 46.8% 46.5% 39.4% 45.4% 64.1% 57.4%

Scale)155 4.27 4.33 4.22 4.36 4.25 4.23 4.28 4.29 4.31 4.38 4.31 4.20 4.43 4.46 4.21 4.31 4.28 4.47 4.26 4.27 4.30 4.12 4.10 4.34 4.22 4.28 4.28 4.31 4.11 4.24 4.49 4.44

Count 20,751 9,706 10,802 1,571 2,225 6,706 7,228 2,779 195 3,972 5,760 10,517 30 255 8,621 11,414 146 79 7,547 12,918 10,092 1,724 1,288 1,250 958 899 857 677 607 582 145 108

Strongly)or)rather)agree

Rather)agree

1.9% 1.6% 2.0% 0.9% 2.4% 2.2% 1.7% 1.5% 0.5% 1.2% 1.3% 2.4% 3.3% 0.8% 2.4% 1.4% 2.7% 0.0% 1.5% 2.0% 1.5% 2.6% 2.4% 1.0% 2.7% 1.9% 2.0% 1.8% 4.0% 1.9% 1.4% 0.9%

Neutral

0.5% 0.4% 0.5% 0.5% 0.4% 0.5% 0.5% 0.4% 0.0% 0.4% 0.4% 0.6% 0.0% 0.4% 0.5% 0.5% 0.0% 0.0% 0.3% 0.6% 0.4% 0.9% 0.5% 0.7% 0.1% 0.1% 0.5% 0.1% 0.7% 0.9% 0.0% 0.0%

Strongly)or)rather)disagree

Rather)disagree

How)strongly)do)you)agree)or)disagree)that)the)following) characteristics)are)associated)with)Reykjavik))|)Peace)(Refers)to)both) peace)of)nature)and)peace)from)conflict) Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree

Strongly)or)rather)agree)

2.3% 2.0% 2.6% 1.4% 2.8% 2.7% 2.2% 1.9% 0.5% 1.6% 1.7% 3.0% 3.3% 1.2% 2.9% 1.9% 2.7% 0.0% 1.9% 2.6% 1.9% 3.5% 2.9% 1.8% 2.8% 2.0% 2.5% 1.9% 4.6% 2.7% 1.4% 0.9%

14.6% 13.1% 15.9% 12.8% 14.6% 15.8% 14.1% 13.9% 15.4% 11.7% 13.7% 16.1% 6.7% 11.4% 15.8% 13.9% 13.7% 8.9% 15.3% 14.3% 14.1% 17.8% 20.7% 12.7% 15.9% 12.5% 13.3% 11.7% 18.3% 15.5% 12.4% 11.1%

83.1% 84.9% 81.5% 85.8% 82.6% 81.6% 83.7% 84.2% 84.1% 86.7% 84.6% 80.9% 90.0% 87.5% 81.3% 84.2% 83.6% 91.1% 82.9% 83.1% 84.0% 78.7% 76.5% 85.5% 81.3% 85.5% 84.2% 86.4% 77.1% 81.8% 86.2% 88.0%

17 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Einkenni Reykjavíkur

Einkenni Reykjavíkur How$strongly$do$you$agree$or$disagree$that$the$following$ characteris4cs$are$associated$with$Reykjavik$$|$The$Icelandic$capital$ city$ Rather)disagree) 1%)

Strongly)disagree) 0%)

0.8%% 5.7%%

Neutral) 6%) Rather)agree) 16%)

93.5%%

Strongly)agree) 77%)

Strongly)or)rather)disagree) Neutral)

Strongly)agree

5.7% 5.0% 6.2% 3.7% 4.4% 5.6% 5.8% 7.7% 8.1% 7.0% 4.9% 5.6% 20.0% 6.3% 6.4% 5.1% 5.5% 3.8% 6.3% 5.3% 5.3% 3.0% 7.6% 3.6% 9.7% 5.8% 7.2% 5.6% 9.8% 6.2% 1.4% 4.6%

16.5% 14.9% 17.9% 13.9% 13.6% 15.3% 17.8% 19.3% 24.4% 16.8% 16.0% 16.4% 10.0% 19.6% 18.8% 14.7% 13.1% 12.5% 17.8% 15.7% 15.0% 15.6% 18.4% 12.4% 23.1% 22.0% 20.3% 19.2% 21.9% 17.5% 16.7% 19.3%

77.0% 79.4% 75.1% 81.7% 81.0% 78.4% 75.6% 72.3% 66.5% 75.4% 78.5% 77.3% 70.0% 73.7% 73.7% 79.6% 80.0% 82.5% 75.1% 78.3% 79.2% 80.6% 72.6% 83.1% 65.6% 71.0% 71.7% 74.2% 67.6% 75.8% 81.9% 76.1%

Scale)155 4.69 4.73 4.67 4.76 4.74 4.71 4.68 4.63 4.56 4.66 4.72 4.70 4.50 4.67 4.65 4.73 4.72 4.75 4.67 4.71 4.73 4.75 4.62 4.77 4.52 4.63 4.62 4.66 4.57 4.68 4.81 4.72

Count 20,736 9,709 10,783 1,572 2,228 6,706 7,220 2,767 197 3,971 5,759 10,501 30 255 8,627 11,392 145 80 7,525 12,924 10,067 1,729 1,287 1,252 963 900 851 678 612 583 144 109

Strongly)or)rather)agree

Rather)agree

0.5% 0.4% 0.6% 0.5% 0.6% 0.5% 0.5% 0.4% 0.5% 0.7% 0.3% 0.5% 0.0% 0.4% 0.8% 0.3% 1.4% 0.0% 0.5% 0.5% 0.2% 0.4% 1.2% 0.4% 1.3% 1.0% 0.4% 0.7% 0.7% 0.3% 0.0% 0.0%

Neutral

0.3% 0.2% 0.3% 0.2% 0.4% 0.3% 0.3% 0.3% 0.5% 0.2% 0.3% 0.3% 0.0% 0.0% 0.3% 0.3% 0.0% 1.3% 0.3% 0.3% 0.3% 0.5% 0.2% 0.5% 0.3% 0.2% 0.5% 0.3% 0.0% 0.2% 0.0% 0.0%

Strongly)or)rather)disagree

Rather)disagree

How)strongly)do)you)agree)or)disagree)that)the)following) characteristics)are)associated)with)Reykjavik))|)The)Icelandic)capital) city Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree

Strongly)or)rather)agree)

0.8% 0.7% 0.9% 0.7% 1.0% 0.7% 0.8% 0.7% 1.0% 0.9% 0.6% 0.8% 0.0% 0.4% 1.1% 0.6% 1.4% 1.3% 0.7% 0.8% 0.5% 0.9% 1.3% 0.9% 1.7% 1.2% 0.8% 1.0% 0.7% 0.5% 0.0% 0.0%

5.7% 5.0% 6.2% 3.7% 4.4% 5.6% 5.8% 7.7% 8.1% 7.0% 4.9% 5.6% 20.0% 6.3% 6.4% 5.1% 5.5% 3.8% 6.3% 5.3% 5.3% 3.0% 7.6% 3.6% 9.7% 5.8% 7.2% 5.6% 9.8% 6.2% 1.4% 4.6%

93.5% 94.3% 92.9% 95.6% 94.6% 93.7% 93.4% 91.6% 90.9% 92.1% 94.5% 93.6% 80.0% 93.3% 92.5% 94.4% 93.1% 95.0% 92.9% 93.9% 94.2% 96.1% 91.1% 95.5% 88.7% 93.0% 92.0% 93.4% 89.5% 93.3% 98.6% 95.4%

18 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Aðgengileiki

Þátttakendur voru beðnir að velja af flettilista þær borgir sem þeir töldu aðgengilegastar frá Aðgengileiki Aðgengileiki þeirra heimalandi. Þátttakendum rýnihópa varð tíðrætt um að auðveldara væri að ferðast til Reykjavíkur en þeir höfðu talið og því var skoðað hvaða borgir væru taldar aðgengilegastar. Þátttakendur voru beðnir að velja af flettilista þær borgir sem þeir töldu aðgengilegastar frá þeirra heimalandi. Þátttakendum rýnihópa varð tíðrætt um að auðveldara væri að ferðast til Reykjavíkur en þeir höfðu talið og því var skoðað hvaða borgir væru taldar aðgengilegastar.

Out$of$the$following$ci/es,$which$one$do$you$consider$to$be$the$most$ easily$accessible$from$your$home$country?$ 1,471%

Amsterdam%

Out$of$the$following$ci/es,$which$one$do$you$consider$to$be$the$most$ 655% Berlin% 241%easily$accessible$from$your$home$country?$

Billund%

1,080% 1,524%

242%

1,202%

4,543%

1,080%

4,457%

330% 400% 242%

1,666%

4,543%

719% 38%

400%

208% 0%

38%

4,457%

500%

1,910% 1,666% 719% 1,000% 1,500% 2,000% 2,500% 3,000% 3,500% 4,000% 4,500% 5,000%

Washington%DC%

1,910%

Frankfurt

Hamburg

Helsinki

London

New;York

Oslo

Paris

Stockholm

Tromsö

Washington;DC

Zurich

None;of;these;cities

5.7% 5.4% 6.1% 4.4% 4.0% 6.3% 5.9% 6.1% 5.7% 16.7% 5.4% 5.8% 6.1% 5.3% 4.4% 5.7% 4.0% 3.3% 6.3% 3.1% 5.9% 12.2% 6.1% 1.1% 16.7% 2.0% 5.8% 0.0% 5.3% 3.2% 5.7% 7.2% 3.3% 1.1% 3.1% 1.8% 12.2% 3.2% 1.1% 0.4% 2.0% 34.6% 0.0% 1.7% 3.2% 2.0% 7.2% 5.3% 1.1% 36.6% 1.8% 45.3% 3.2% 4.8% 0.4% 0.9% 34.6% 1.7% 2.0% 5.3% 36.6% 45.3% 4.8% 0.9%

5.2% 4.9% 5.4% 5.3% 5.7% 5.7% 4.6% 4.7% 5.2% 8.1% 4.9% 5.2% 5.4% 3.8% 5.3% 5.8% 5.7% 10.0% 5.7% 8.2% 4.6% 8.0% 4.7% 2.9% 8.1% 2.7% 5.2% 3.8% 3.8% 4.3% 5.8% 5.6% 10.0% 3.0% 8.2% 0.7% 8.0% 40.4% 2.9% 2.3% 2.7% 0.6% 3.8% 3.2% 4.3% 2.2% 5.6% 1.6% 3.0% 0.5% 0.7% 1.0% 40.4% 15.8% 2.3% 11.9% 0.6% 3.2% 2.2% 1.6% 0.5% 1.0% 15.8% 11.9%

1.6% 1.5% 1.7% 2.1% 1.6% 1.9% 1.3% 1.2% 1.6% 5.6% 1.5% 1.9% 1.7% 1.1% 2.1% 1.7% 1.6% 3.3% 1.9% 0.4% 1.3% 3.6% 1.2% 0.1% 5.6% 0.7% 1.9% 0.0% 1.1% 1.1% 1.7% 1.8% 3.3% 0.0% 0.4% 0.2% 3.6% 15.5% 0.1% 0.2% 0.7% 6.2% 0.0% 3.3% 1.1% 0.3% 1.8% 0.4% 0.0% 0.0% 0.2% 0.5% 15.5% 2.1% 0.2% 0.0% 6.2% 3.3% 0.3% 0.4% 0.0% 0.5% 2.1% 0.0%

1.2% 1.0% 1.3% 1.0% 1.4% 1.5% 0.9% 1.1% 1.2% 2.5% 1.0% 1.5% 1.3% 0.7% 1.0% 1.2% 1.4% 0.0% 1.5% 7.5% 0.9% 2.3% 1.1% 0.2% 2.5% 0.7% 1.5% 1.3% 0.7% 1.2% 1.2% 1.1% 0.0% 0.2% 7.5% 0.1% 2.3% 0.5% 0.2% 0.3% 0.7% 0.1% 1.3% 0.3% 1.2% 0.2% 1.1% 16.2% 0.2% 0.3% 0.1% 9.7% 0.5% 13.7% 0.3% 0.0% 0.1% 0.3% 0.2% 16.2% 0.3% 9.7% 13.7% 0.0%

21.7% 20.4% 22.8% 14.9% 18.5% 20.2% 23.0% 28.0% 21.7% 13.6% 20.4% 20.4% 22.8% 21.1% 14.9% 22.7% 18.5% 23.3% 20.2% 25.9% 23.0% 20.0% 28.0% 22.7% 13.6% 40.8% 20.4% 16.3% 21.1% 21.0% 22.7% 22.1% 23.3% 23.3% 25.9% 43.7% 20.0% 5.7% 22.7% 18.5% 40.8% 11.0% 16.3% 10.9% 21.0% 38.0% 22.1% 4.4% 23.3% 12.1% 43.7% 7.0% 5.7% 18.5% 18.5% 33.9% 11.0% 10.9% 38.0% 4.4% 12.1% 7.0% 18.5% 33.9%

21.3% 22.6% 20.0% 26.4% 25.1% 20.4% 20.9% 18.4% 21.3% 8.1% 22.6% 20.0% 20.0% 26.5% 26.4% 19.2% 25.1% 6.7% 20.4% 14.9% 20.9% 2.2% 18.4% 35.9% 8.1% 5.4% 20.0% 47.5% 26.5% 26.5% 19.2% 18.3% 6.7% 33.8% 14.9% 2.9% 2.2% 1.6% 35.9% 51.5% 5.4% 0.8% 47.5% 1.0% 26.5% 2.9% 18.3% 1.3% 33.8% 1.8% 2.9% 2.4% 1.6% 4.8% 51.5% 5.5% 0.8% 1.0% 2.9% 1.3% 1.8% 2.4% 4.8% 5.5%

1.9% 1.9% 1.9% 1.9% 2.0% 2.1% 1.6% 2.2% 1.9% 4.0% 1.9% 1.8% 1.9% 1.6% 1.9% 2.0% 2.0% 0.0% 2.1% 1.6% 1.6% 3.7% 2.2% 0.5% 4.0% 1.4% 1.8% 1.3% 1.6% 1.1% 2.0% 2.4% 0.0% 0.5% 1.6% 0.7% 3.7% 0.6% 0.5% 0.5% 1.4% 3.6% 1.3% 0.8% 1.1% 1.2% 2.4% 0.3% 0.5% 31.1% 0.7% 6.1% 0.6% 2.7% 0.5% 1.8% 3.6% 0.8% 1.2% 0.3% 31.1% 6.1% 2.7% 1.8%

8.0% 8.0% 8.0% 8.6% 8.5% 7.8% 8.6% 6.4% 8.0% 5.6% 8.0% 7.6% 8.0% 6.2% 8.6% 9.2% 8.5% 26.7% 7.8% 9.4% 8.6% 15.1% 6.4% 2.5% 5.6% 11.6% 7.6% 10.0% 6.2% 6.7% 9.2% 8.6% 26.7% 2.5% 9.4% 32.0% 15.1% 3.4% 2.5% 1.8% 11.6% 0.5% 10.0% 17.6% 6.7% 39.0% 8.6% 2.2% 2.5% 0.7% 32.0% 0.3% 3.4% 7.5% 1.8% 30.3% 0.5% 17.6% 39.0% 2.2% 0.7% 0.3% 7.5% 30.3%

3.4% 3.5% 3.3% 2.4% 3.6% 4.2% 3.3% 2.5% 3.4% 6.6% 3.5% 4.0% 3.3% 2.8% 2.4% 3.5% 3.6% 3.3% 4.2% 2.0% 3.3% 7.5% 2.5% 0.5% 6.6% 0.7% 4.0% 0.0% 2.8% 3.8% 3.5% 3.2% 3.3% 0.4% 2.0% 0.1% 7.5% 0.6% 0.5% 0.8% 0.7% 4.3% 0.0% 0.8% 3.8% 1.6% 3.2% 59.8% 0.4% 5.5% 0.1% 21.3% 0.6% 3.4% 0.8% 0.0% 4.3% 0.8% 1.6% 59.8% 5.5% 21.3% 3.4% 0.0%

0.2% 0.2% 0.2% 0.1% 0.3% 0.2% 0.2% 0.1% 0.2% 0.0% 0.2% 0.2% 0.2% 0.1% 0.1% 0.2% 0.3% 0.0% 0.2% 0.4% 0.2% 0.3% 0.1% 0.1% 0.0% 0.0% 0.2% 0.0% 0.1% 0.1% 0.2% 0.2% 0.0% 0.0% 0.4% 0.1% 0.3% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.1% 0.1% 0.0% 0.2% 0.4% 0.0% 3.3% 0.1% 0.5% 0.1% 0.7% 0.1% 0.0% 0.0% 0.1% 0.0% 0.4% 3.3% 0.5% 0.7% 0.0%

9.1% 9.5% 8.8% 8.9% 8.3% 9.1% 9.3% 9.5% 9.1% 3.0% 9.5% 8.5% 8.8% 9.8% 8.9% 9.1% 8.3% 0.0% 9.1% 2.4% 9.3% 0.9% 9.5% 15.7% 3.0% 4.1% 8.5% 3.8% 9.8% 11.5% 9.1% 7.7% 0.0% 17.4% 2.4% 0.9% 0.9% 0.2% 15.7% 2.1% 4.1% 0.3% 3.8% 0.6% 11.5% 0.6% 7.7% 0.1% 17.4% 1.3% 0.9% 1.0% 0.2% 4.1% 2.1% 0.0% 0.3% 0.6% 0.6% 0.1% 1.3% 1.0% 4.1% 0.0%

1.0% 0.8% 1.1% 1.3% 1.6% 1.1% 0.7% 0.7% 1.0% 1.5% 0.8% 1.2% 1.1% 0.6% 1.3% 1.1% 1.6% 3.3% 1.1% 2.4% 0.7% 1.8% 0.7% 0.3% 1.5% 0.0% 1.2% 1.3% 0.6% 0.8% 1.1% 1.1% 3.3% 0.3% 2.4% 0.5% 1.8% 3.9% 0.3% 0.5% 0.0% 0.4% 1.3% 0.3% 0.8% 1.3% 1.1% 0.1% 0.3% 0.2% 0.5% 0.0% 3.9% 1.4% 0.5% 1.8% 0.4% 0.3% 1.3% 0.1% 0.2% 0.0% 1.4% 1.8%

1.2% 1.4% 1.1% 1.3% 1.2% 1.3% 1.1% 1.3% 1.2% 2.5% 1.4% 1.8% 1.1% 1.1% 1.3% 1.0% 1.2% 3.3% 1.3% 7.8% 1.1% 0.8% 1.3% 1.0% 2.5% 26.5% 1.8% 3.8% 1.1% 1.2% 1.0% 1.2% 3.3% 0.8% 7.8% 0.3% 0.8% 1.0% 1.0% 2.5% 26.5% 0.6% 3.8% 0.3% 1.2% 0.6% 1.2% 1.3% 0.8% 1.0% 0.3% 0.2% 1.0% 2.1% 2.5% 3.7% 0.6% 0.3% 0.6% 1.3% 1.0% 0.2% 2.1% 3.7%

Tromsö

Stockholm

Paris

Oslo

New;York

London

Helsinki

Copenhagen

Boston

Billund

Count 20,942 9,812 10,883 1,578 2,246 6,744 7,309 Count 2,815 20,942 198 9,812 4,031 10,883 5,803 1,578 10,596 2,246 30 6,744 255 7,309 8,706 2,815 11,502 198 147 4,031 80 5,803 7,611 10,596 13,043 30 10,172 255 1,748 8,706 1,296 11,502 1,256 147 974 80 907 7,611 861 13,043 681 10,172 614 1,748 587 1,296 146 1,256 109 974 907 861 681 614 587 146 109

None;of;these;cities

Copenhagen

7.3% 8.1% 6.5% 8.6% 6.5% 6.4% 7.7% 7.7% 7.3% 3.0% 8.1% 7.5% 6.5% 8.0% 8.6% 6.8% 6.5% 3.3% 6.4% 2.7% 7.7% 1.0% 7.7% 12.2% 3.0% 0.7% 7.5% 1.3% 8.0% 7.5% 6.8% 7.1% 3.3% 11.9% 2.7% 1.4% 1.0% 0.5% 12.2% 15.0% 0.7% 0.4% 1.3% 0.3% 7.5% 0.2% 7.1% 0.7% 11.9% 1.6% 1.4% 1.4% 0.5% 2.7% 15.0% 0.0% 0.4% 0.3% 0.2% 0.7% 1.6% 1.4% 2.7% 0.0%

Zurich

Boston

1.2% 1.1% 1.2% 0.6% 0.7% 1.4% 1.1% 1.3% 1.2% 8.1% 1.1% 1.2% 1.2% 1.4% 0.6% 0.9% 0.7% 0.0% 1.4% 0.0% 1.1% 2.7% 1.3% 0.0% 8.1% 0.0% 1.2% 0.0% 1.4% 1.0% 0.9% 1.2% 0.0% 0.0% 0.0% 0.1% 2.7% 0.5% 0.0% 0.0% 0.0% 21.6% 0.0% 0.0% 1.0% 0.0% 1.2% 0.0% 0.0% 0.0% 0.1% 0.0% 0.5% 0.0% 0.0% 0.0% 21.6% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

1,000% 1,500% 2,000% 2,500% 3,000% 3,500% 4,000% 4,500% 5,000%

Washington;DC

Billund

3.1% 3.1% 3.2% 6.3% 5.2% 3.4% 2.1% 1.7% 3.1% 5.1% 3.1% 3.0% 3.2% 2.7% 6.3% 3.4% 5.2% 3.3% 3.4% 4.3% 2.1% 6.9% 1.7% 0.3% 5.1% 0.7% 3.0% 2.5% 2.7% 2.5% 3.4% 3.5% 3.3% 0.2% 4.3% 1.4% 6.9% 17.2% 0.3% 0.2% 0.7% 13.6% 2.5% 6.5% 2.5% 3.6% 3.5% 4.6% 0.2% 1.3% 1.4% 1.7% 17.2% 11.6% 0.2% 7.3% 13.6% 6.5% 3.6% 4.6% 1.3% 1.7% 11.6% 7.3%

500%

Berlin

7.0% 6.7% 7.4% 6.1% 5.8% 7.0% 7.7% 7.1% 7.0% 6.1% 6.7% 8.3% 7.4% 7.0% 6.1% 6.6% 5.8% 10.0% 7.0% 7.1% 7.7% 11.0% 7.1% 4.1% 6.1% 2.0% 8.3% 7.5% 7.0% 6.4% 6.6% 7.4% 10.0% 4.2% 7.1% 13.0% 11.0% 5.1% 4.1% 3.3% 2.0% 1.4% 7.5% 52.3% 6.4% 6.3% 7.4% 1.2% 4.2% 2.8% 13.0% 1.5% 5.1% 4.1% 3.3% 2.8% 1.4% 52.3% 6.3% 1.2% 2.8% 1.5% 4.1% 2.8% Amsterdam

0% Out;of;the;following;cities,;which;one;do;you;consider;to;be;the;most; easily;accessible;from;your;home;country? Total Total Gender Female Male Age 18J29;years 30J35;years 36J50;years Out;of;the;following;cities,;which;one;do;you;consider;to;be;the;most; 51J65;years easily;accessible;from;your;home;country? 66;years;plus Total Total Education Primary;school Gender Female College;/;high;school Male Undergraduate;university;degree Age 18J29;years Graduate;university;degree 30J35;years Continents Africa 36J50;years Asia 51J65;years Europe 66;years;plus North;America Education Primary;school Oceania College;/;high;school South;America Undergraduate;university;degree Been;to;Reykjavík Never;been Graduate;university;degree Have;been Continents Africa Country USA Asia UK Europe Germany North;America Canada Oceania Denmark South;America Netherlands Been;to;Reykjavík Never;been France Have;been Finland Country USA Norway UK Sweden Germany Eastern;Europe Canada Southern;Europe Denmark Netherlands France Finland Norway Sweden Eastern;Europe Southern;Europe

Berlin

208% Amsterdam

Zurich%

Hamburg

Tromsö%

655% 241% 330%

1,524% 1,471% 1,202%

Frankfurt

Boston% Amsterdam% Copenhagen% Berlin% Frankfurt% Billund% Hamburg% Boston% Helsinki% Copenhagen% London% Frankfurt% New%York% Hamburg% Oslo% Helsinki% Paris% London% Stockholm% New%York% Tromsö% Oslo% Washington%DC% Paris% Zurich% Stockholm%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Reykjavík er langt í burtu Reykjavík er langt í burtu Reykjavík Reykjavík ererlangt í burtu langt í burtu

Þá Þá mátti mátti sjá sjá að að þátttakendum þátttakendum frá frá Norður Norður Ameríku Ameríku virtist virtist Reykjavík Reykjavík ekki ekki merkjanlega merkjanlega lengra lengra íí Þá mátti að þátttakendum Norðuren virtist Reykjavík ekkieða merkjanlega lengra í burtu en frá Evrópu, 44% voru mjög burtu ensjáþátttakendum þátttakendum frá frá Evrópu, enAmeríku 44% þeirra þeirra voru fremur fremur eða mjög ósammála ósammála burtu en þátttakendum frá Evrópu, eníí burtu; 44% þeirra voru fremur mjögfannst ósammála fullyrðingum um væri 49% aftur áá móti, Ísland fullyrðingum um að að Reykjavík Reykjavík væri langt langt burtu; 49% Evrópubúa, Evrópubúa, aftureða móti, fannst Ísland fullyrðingum um að Reykjavík væri langt í burtu; 49% Evrópubúa, aftur á móti, fannst Ísland s.s. ekki svo langt í burtu. Eðlilega fannst þátttakendum frá fjarlægum heimsálfum lengra að s.s. ekki svo langt í burtu. Eðlilega fannst þátttakendum frá fjarlægum heimsálfum lengra að s.s. ekki svo langt í burtu. Eðlilega fannst þátttakendum frá fjarlægum heimsálfum lengra að ferðast til Íslands. ferðast til Íslands. ferðast til Íslands. Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& statements.&|&Reykjavik&is&far&away& statements.&|&Reykjavik&is&far&away& Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& statements.&|&Reykjavik&is&far&away& Strongly) Strongly) agree) agree) Strongly) 9%) 9%) agree) 9%)

Strongly)disagree) Strongly)disagree) 16%) 16%) Strongly)disagree) 16%)

Rather)agree) Rather)agree) 25%) 25%) Rather)agree) 25%)

34.2%& 34.2%&

45.6%& 20.2%& 20.2%& 20.2%&

Rather)disagree) Rather)disagree) 30%) 30%) Rather)disagree) 30%)

Strongly)or)rather)disagree) Strongly)or)rather)disagree) Neutral) Strongly)or)rather)disagree) Neutral)

Neutral) Neutral) 20%) 20%) Neutral) 20%)

7.5%

Count Count 20,708 20,708 Count 9,693 9,693 20,708 10,771 10,771 9,693 1,567 1,567 10,771 2,231 2,231 1,567 6,687 6,687 2,231 7,215 7,215 6,687 2,762 2,762 7,215 195 195 2,762 3,975 3,975 195 5,743 5,743 3,975 10,481 10,481 5,743 29 29 10,481 253 253 29 8,617 8,617 253 11,375 11,375 8,617 145 145 11,375 78 78 145 7,540 7,540 78 12,933 12,933 7,540 10,058 10,058 12,933 1,731 1,731 10,058 1,291 1,291 1,731 1,243 1,243 1,291 967 967 1,243 891 891 967 851 851 891 674 674 851 605 605 674 581 581 605 143 143 581 107 107 143 107

45.6% 45.6% 46.8% 46.8% 45.6% 44.7% 44.7% 46.8% 41.1% 41.1% 44.7% 45.4% 45.4% 41.1% 46.4% 46.4% 45.4% 45.6% 45.6% 46.4% 46.9% 46.9% 45.6% 47.7% 47.7% 46.9% 45.4% 45.4% 47.7% 45.3% 45.3% 45.4% 46.0% 46.0% 45.3% 34.5% 34.5% 46.0% 26.5% 26.5% 34.5% 49.8% 49.8% 26.5% 43.4% 43.4% 49.8% 23.4% 23.4% 43.4% 25.6% 25.6% 23.4% 31.0% 31.0% 25.6% 54.2% 54.2% 31.0% 43.4% 43.4% 54.2% 64.6% 64.6% 43.4% 35.6% 35.6% 64.6% 44.7% 44.7% 35.6% 49.8% 49.8% 44.7% 50.6% 50.6% 49.8% 46.7% 46.7% 50.6% 37.4% 37.4% 46.7% 69.1% 69.1% 37.4% 51.5% 51.5% 69.1% 37.8% 37.8% 51.5% 28.0% 28.0% 37.8% 28.0%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

20.2% 20.2% 18.5% 18.5% 20.2% 21.7% 21.7% 18.5% 18.1% 18.1% 21.7% 18.6% 18.6% 18.1% 20.2% 20.2% 18.6% 20.4% 20.4% 20.2% 21.9% 21.9% 20.4% 26.2% 26.2% 21.9% 21.3% 21.3% 26.2% 19.3% 19.3% 21.3% 20.2% 20.2% 19.3% 13.8% 13.8% 20.2% 19.8% 19.8% 13.8% 22.1% 22.1% 19.8% 18.8% 18.8% 22.1% 13.8% 13.8% 18.8% 19.2% 19.2% 13.8% 21.7% 21.7% 19.2% 19.3% 19.3% 21.7% 18.7% 18.7% 19.3% 19.3% 18.7% 27.3% 27.3% 19.3% 19.5% 19.5% 27.3% 24.4% 24.4% 19.5% 23.0% 23.0% 24.4% 22.2% 22.2% 23.0% 23.3% 23.3% 22.2% 15.7% 15.7% 23.3% 21.0% 21.0% 15.7% 23.8% 23.8% 21.0% 22.4% 22.4% 23.8% 22.4%

Strongly)or)rather)agree Strongly)or)rather)agree Strongly)or)rather)agree

Scale)155 Scale)155 2.82 2.82 Scale)155 2.81 2.81 2.82 2.83 2.83 2.81 3.00 3.00 2.83 2.84 2.84 3.00 2.80 2.80 2.84 2.81 2.81 2.80 2.76 2.76 2.81 2.64 2.64 2.76 2.80 2.80 2.64 2.84 2.84 2.80 2.82 2.82 2.84 3.14 3.14 2.82 3.42 3.42 3.14 2.66 2.66 3.42 2.91 2.91 2.66 3.71 3.71 2.91 3.46 3.46 3.71 3.23 3.23 3.46 2.58 2.58 3.23 2.91 2.91 2.58 2.30 2.30 2.91 3.00 3.00 2.30 2.87 2.87 3.00 2.62 2.62 2.87 2.63 2.63 2.62 2.75 2.75 2.63 2.95 2.95 2.75 2.20 2.20 2.95 2.64 2.64 2.20 2.99 2.99 2.64 3.26 3.26 2.99 3.26

Neutral Neutral Neutral

9.4% 9.4% 10.6% 10.6% 9.4% 8.0% 8.0% 10.6% 12.6% 12.6% 8.0% 9.1% 9.1% 12.6% 8.8% 8.8% 9.1% 9.3% 9.3% 8.8% 8.8% 9.3% 5.6% 5.6% 8.8% 10.5% 10.5% 5.6% 9.4% 9.4% 10.5% 8.8% 8.8% 9.4% 17.2% 17.2% 8.8% 23.3% 23.3% 17.2% 5.3% 5.3% 23.3% 11.4% 11.4% 5.3% 42.1% 42.1% 11.4% 26.9% 26.9% 42.1% 14.5% 14.5% 26.9% 6.3% 6.3% 14.5% 11.4% 11.4% 6.3% 2.5% 2.5% 11.4% 8.4% 8.4% 2.5% 11.0% 11.0% 8.4% 4.1% 4.1% 11.0% 4.5% 4.5% 4.1% 6.0% 6.0% 4.5% 5.6% 5.6% 6.0% 2.3% 2.3% 5.6% 4.5% 4.5% 2.3% 11.2% 11.2% 4.5% 12.1% 12.1% 11.2% 12.1%

Strongly)or)rather)disagree Strongly)or)rather)disagree Strongly)or)rather)disagree

24.9% 24.9% 24.0% 24.0% 24.9% 25.6% 25.6% 24.0% 28.1% 28.1% 25.6% 26.9% 26.9% 28.1% 24.6% 24.6% 26.9% 24.7% 24.7% 24.6% 22.4% 22.4% 24.7% 20.5% 20.5% 22.4% 22.9% 22.9% 20.5% 26.0% 26.0% 22.9% 25.0% 25.0% 26.0% 34.5% 34.5% 25.0% 30.4% 30.4% 34.5% 22.8% 22.8% 30.4% 26.4% 26.4% 22.8% 20.7% 20.7% 26.4% 28.2% 28.2% 20.7% 32.8% 32.8% 28.2% 20.2% 20.2% 32.8% 26.5% 26.5% 20.2% 13.6% 13.6% 26.5% 28.7% 28.7% 13.6% 24.8% 24.8% 28.7% 21.6% 21.6% 24.8% 21.9% 21.9% 21.6% 25.1% 25.1% 21.9% 33.7% 33.7% 25.1% 12.9% 12.9% 33.7% 23.1% 23.1% 12.9% 27.3% 27.3% 23.1% 37.4% 37.4% 27.3% 37.4%

Strongly)agree Strongly)agree Strongly)agree

Rather)agree Rather)agree Rather)agree

29.9% 29.9% 29.5% 29.5% 29.9% 30.3% 30.3% 29.5% 28.9% 28.9% 30.3% 30.1% 30.1% 28.9% 30.4% 30.4% 30.1% 29.4% 29.4% 30.4% 30.2% 30.2% 29.4% 27.2% 27.2% 30.2% 27.1% 27.1% 27.2% 29.9% 29.9% 27.1% 31.0% 31.0% 29.9% 13.8% 13.8% 31.0% 18.2% 18.2% 13.8% 32.3% 32.3% 18.2% 28.6% 28.6% 32.3% 13.1% 13.1% 28.6% 15.4% 15.4% 13.1% 23.3% 23.3% 15.4% 33.7% 33.7% 23.3% 28.6% 28.6% 33.7% 40.7% 40.7% 28.6% 25.6% 25.6% 40.7% 29.7% 29.7% 25.6% 31.7% 31.7% 29.7% 33.2% 33.2% 31.7% 31.4% 31.4% 33.2% 25.2% 25.2% 31.4% 40.2% 40.2% 25.2% 35.3% 35.3% 40.2% 24.5% 24.5% 35.3% 20.6% 20.6% 24.5% 20.6%

Neutral Neutral Neutral

15.8% 15.8% 17.4% 17.4% 15.8% 14.4% 14.4% 17.4% 12.2% 12.2% 14.4% 15.2% 15.2% 12.2% 16.0% 16.0% 15.2% 16.2% 16.2% 16.0% 16.8% 16.8% 16.2% 20.5% 20.5% 16.8% 18.3% 18.3% 20.5% 15.4% 15.4% 18.3% 15.0% 15.0% 15.4% 20.7% 20.7% 15.0% 8.3% 8.3% 20.7% 17.5% 17.5% 8.3% 14.8% 14.8% 17.5% 10.3% 10.3% 14.8% 10.3% 10.3% 10.3% 7.7% 7.7% 10.3% 20.5% 20.5% 7.7% 14.8% 14.8% 20.5% 23.9% 23.9% 14.8% 9.9% 9.9% 23.9% 15.0% 15.0% 9.9% 18.1% 18.1% 15.0% 17.4% 17.4% 18.1% 15.3% 15.3% 17.4% 12.2% 12.2% 15.3% 28.9% 28.9% 12.2% 16.2% 16.2% 28.9% 13.3% 13.3% 16.2% 7.5% 7.5% 13.3%

Rather)disagree Rather)disagree Rather)disagree

Strongly)or)rather)agree) Neutral) Strongly)or)rather)agree) Strongly)or)rather)agree)

Strongly)disagree Strongly)disagree Strongly)disagree

Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) statements.)|)Reykjavik)is)far)away statements.)|)Reykjavik)is)far)away Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) Total Total Total Total statements.)|)Reykjavik)is)far)away Gender Female Gender Female Total Total Male Male Gender Female Age 18529)years Age 18529)years Male 30535)years 30535)years Age 18529)years 36550)years 36550)years 30535)years 51565)years 51565)years 36550)years 66)years)plus 66)years)plus 51565)years Education Primary)school Education Primary)school 66)years)plus College)/)high)school College)/)high)school Education Primary)school Undergraduate)university)degree Undergraduate)university)degree College)/)high)school Graduate)university)degree Graduate)university)degree Undergraduate)university)degree Continents Africa Continents Africa Graduate)university)degree Asia Asia Continents Africa Europe Europe Asia North)America North)America Europe Oceania Oceania North)America South)America South)America Oceania Been)to)Reykjavík Never)been Been)to)Reykjavík Never)been South)America Have)been Have)been Been)to)Reykjavík Never)been Country USA Country USA Have)been UK UK Country USA Germany Germany UK Canada Canada Germany Denmark Denmark Canada Netherlands Netherlands Denmark France France Netherlands Finland Finland France Norway Norway Finland Sweden Sweden Norway Eastern)Europe Eastern)Europe Sweden Southern)Europe Southern)Europe Eastern)Europe Southern)Europe

45.6%& 45.6%&

34.2%&

34.2% 34.2% 34.7% 34.7% 34.2% 33.6% 33.6% 34.7% 40.8% 40.8% 33.6% 36.0% 36.0% 40.8% 33.4% 33.4% 36.0% 34.0% 34.0% 33.4% 31.2% 31.2% 34.0% 26.2% 26.2% 31.2% 33.4% 33.4% 26.2% 35.3% 35.3% 33.4% 33.8% 33.8% 35.3% 51.7% 51.7% 33.8% 53.8% 53.8% 51.7% 28.1% 28.1% 53.8% 37.7% 37.7% 28.1% 62.8% 62.8% 37.7% 55.1% 55.1% 62.8% 47.3% 47.3% 55.1% 26.5% 26.5% 47.3% 37.9% 37.9% 26.5% 16.1% 16.1% 37.9% 37.1% 37.1% 16.1% 35.8% 35.8% 37.1% 25.7% 25.7% 35.8% 26.4% 26.4% 25.7% 31.1% 31.1% 26.4% 39.3% 39.3% 31.1% 15.2% 15.2% 39.3% 27.5% 27.5% 15.2% 38.5% 38.5% 27.5% 49.5% 49.5% 38.5% 49.5%

20 20 20

GREININGARSKÝRSLA

Það er tiltölulega auðvelt að ferðast til Reykjavíkur Það Það er er tiltölulega auðvelt að ferðast Reykjavíkur tiltölulega auðvelt aðtilferðast til Reykjavíkur

Þátttakendum þótti ekki langt til Reykjavíkur, fannst borgarinnar. Um þetta eru þátttakendur frá fjarlægum Þátttakendum þótti ekki langt til Reykjavíkur, fannst milli svara Ameríkana og Evrópubúa. borgarinnar. Um þetta eru þátttakendur frá fjarlægum milli svara Ameríkana og Evrópubúa.

þeim fremur auðvelt að ferðast til löndum sammála, en ekki er munur þeim fremur auðvelt að ferðast til löndum sammála, en ekki er munur

Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& statements.&|&Traveling&to&Reykjavik&is&rela<vely&easy& Strongly)disagree) Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& 1%) statements.&|&Traveling&to&Reykjavik&is&rela<vely&easy&

Strongly)agree) 33%)

Strongly)disagree) 1%) Rather) disagree) 8%) Rather) disagree) 8%)

9.3%% 13.4%%

Neutral) 13%)

9.3%% 13.4%%

Neutral) 13%)

Strongly)agree) 33%)

77.3%% 77.3%%

Strongly)or)rather)disagree)

Rather)agree) 45%)

Neutral) Strongly)or)rather)disagree) Strongly)or)rather)agree) Neutral)

Rather)agree) 45%)

Count 20,727 9,700 Count 10,786 20,727 1,560 9,700 2,234 10,786 6,682 1,560 7,234 2,234 2,774 6,682 197 7,234 3,987 2,774 5,743 197 10,490 3,987 30 5,743 255 10,490 8,626 30 11,385 255 144 8,626 79 11,385 7,546 144 12,945 79 10,071 7,546 1,734 12,945 1,293 10,071 1,241 1,734 964 1,293 898 1,241 855 964 677 898 607 855 576 677 144 607 107 576 144 107

9.3% 8.9% 9.6% 9.3% 12.9% 8.9% 11.1% 9.6% 9.0% 12.9% 9.1% 11.1% 6.8% 9.0% 6.6% 9.1% 8.1% 6.8% 9.3% 6.6% 9.7% 8.1% 30.0% 9.3% 26.3% 9.7% 7.9% 30.0% 9.5% 26.3% 22.9% 7.9% 30.4% 9.5% 12.8% 22.9% 7.2% 30.4% 9.4% 12.8% 7.0% 7.2% 8.3% 9.4% 9.9% 7.0% 3.8% 8.3% 5.6% 9.9% 10.1% 3.8% 7.4% 5.6% 5.4% 10.1% 5.0% 7.4% 23.6% 5.4% 29.9% 5.0% 23.6% 29.9%

13.4% 12.5% 14.3% 13.4% 16.2% 12.5% 14.3% 14.5% 16.2% 12.7% 12.5% 12.0% 14.5% 16.8% 12.7% 13.9% 12.0% 14.3% 16.8% 12.7% 13.9% 13.3% 14.3% 25.1% 12.7% 11.8% 13.3% 14.4% 25.1% 14.6% 11.8% 19.0% 14.4% 21.8% 14.6% 8.5% 19.0% 14.7% 21.8% 8.8% 8.5% 15.0% 14.7% 12.1% 8.8% 9.4% 15.0% 10.5% 12.1% 13.7% 9.4% 14.3% 10.5% 6.4% 13.7% 6.3% 14.3% 22.9% 6.4% 20.6% 6.3% 22.9% 20.6%

Strongly)or)rather)agree Strongly)or)rather)agree

Scale)155 3.99 4.04 Scale)155 3.95 3.99 3.84 4.04 3.94 3.95 3.97 3.84 4.02 3.94 4.10 3.97 4.06 4.02 4.05 4.10 3.98 4.06 3.97 4.05 3.47 3.98 3.32 3.97 4.04 3.47 3.98 3.32 3.57 4.04 3.35 3.98 3.70 3.57 4.16 3.35 3.98 3.70 4.13 4.16 3.94 3.98 3.99 4.13 4.22 3.94 4.11 3.99 3.89 4.22 3.96 4.11 4.25 3.89 4.26 3.96 3.49 4.25 3.30 4.26 3.49 3.30

Neutral Neutral

32.7% 36.3% 29.5% 32.7% 27.9% 36.3% 30.2% 29.5% 31.2% 27.9% 33.9% 30.2% 37.7% 31.2% 38.1% 33.9% 36.8% 37.7% 32.4% 38.1% 31.2% 36.8% 26.7% 32.4% 14.9% 31.2% 33.1% 26.7% 32.9% 14.9% 20.8% 33.1% 24.1% 32.9% 19.8% 20.8% 40.2% 24.1% 33.0% 19.8% 37.0% 40.2% 26.5% 33.0% 32.6% 37.0% 40.4% 26.5% 33.6% 32.6% 24.6% 40.4% 25.6% 33.6% 43.5% 24.6% 43.2% 25.6% 20.8% 43.5% 13.1% 43.2% 20.8% 13.1%

Strongly)or)rather)disagree Strongly)or)rather)disagree

44.6% 42.4% 46.6% 44.6% 43.0% 42.4% 46.2% 46.6% 45.3% 43.0% 44.3% 46.2% 43.4% 45.3% 38.6% 44.3% 41.1% 43.4% 43.9% 38.6% 46.4% 41.1% 30.0% 43.9% 33.7% 46.4% 47.3% 30.0% 43.1% 33.7% 41.7% 47.3% 26.6% 43.1% 45.5% 41.7% 44.1% 26.6% 42.8% 45.5% 47.2% 44.1% 50.2% 42.8% 45.4% 47.2% 46.4% 50.2% 50.3% 45.4% 51.7% 46.4% 52.7% 50.3% 44.6% 51.7% 45.5% 52.7% 32.6% 44.6% 36.4% 45.5% 32.6% 36.4%

Strongly)agree Strongly)agree

Rather)agree Rather)agree

7.7% 7.2% 8.1% 7.7% 11.3% 7.2% 9.7% 8.1% 7.3% 11.3% 7.7% 9.7% 5.2% 7.3% 4.1% 7.7% 6.5% 5.2% 7.9% 4.1% 8.1% 6.5% 23.3% 7.9% 21.2% 8.1% 6.7% 23.3% 7.9% 21.2% 19.4% 6.7% 21.5% 7.9% 10.9% 19.4% 5.8% 21.5% 7.8% 10.9% 5.9% 5.8% 6.9% 7.8% 8.6% 5.9% 3.0% 6.9% 5.0% 8.6% 8.0% 3.0% 6.8% 5.0% 4.4% 8.0% 3.6% 6.8% 21.5% 4.4% 27.1% 3.6% 21.5% 27.1%

Neutral Neutral

1.6% 1.7% 1.5% 1.6% 1.7% 1.7% 1.4% 1.5% 1.7% 1.7% 1.4% 1.4% 1.7% 1.7% 2.5% 1.4% 1.6% 1.7% 1.4% 2.5% 1.6% 1.6% 6.7% 1.4% 5.1% 1.6% 1.2% 6.7% 1.7% 5.1% 3.5% 1.2% 8.9% 1.7% 1.9% 3.5% 1.3% 8.9% 1.7% 1.9% 1.1% 1.3% 1.4% 1.7% 1.3% 1.1% 0.8% 1.4% 0.6% 1.3% 2.1% 0.8% 0.6% 0.6% 1.0% 2.1% 1.4% 0.6% 2.1% 1.0% 2.8% 1.4% 2.1% 2.8%

Rather)disagree Rather)disagree

Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) statements.)|)Traveling)to)Reykjavik)is)relatively)easy Total Total Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) Gender Female statements.)|)Traveling)to)Reykjavik)is)relatively)easy Male Total Total Age 18529)years Gender Female 30535)years Male 36550)years Age 18529)years 51565)years 30535)years 66)years)plus 36550)years Education Primary)school 51565)years College)/)high)school 66)years)plus Undergraduate)university)degree Education Primary)school Graduate)university)degree College)/)high)school Continents Africa Undergraduate)university)degree Asia Graduate)university)degree Europe Continents Africa North)America Asia Oceania Europe South)America North)America Been)to)Reykjavík Never)been Oceania Have)been South)America Country USA Been)to)Reykjavík Never)been UK Have)been Germany Country USA Canada UK Denmark Germany Netherlands Canada France Denmark Finland Netherlands Norway France Sweden Finland Eastern)Europe Norway Southern)Europe Sweden Eastern)Europe Southern)Europe

Strongly)disagree Strongly)disagree

Strongly)or)rather)agree)

77.3% 78.6% 76.1% 77.3% 70.9% 78.6% 76.4% 76.1% 76.5% 70.9% 78.2% 76.4% 81.2% 76.5% 76.6% 78.2% 78.0% 81.2% 76.4% 76.6% 77.6% 78.0% 56.7% 76.4% 48.6% 77.6% 80.3% 56.7% 76.0% 48.6% 62.5% 80.3% 50.6% 76.0% 65.3% 62.5% 84.4% 50.6% 75.9% 65.3% 84.2% 84.4% 76.7% 75.9% 78.0% 84.2% 86.7% 76.7% 84.0% 78.0% 76.3% 86.7% 78.3% 84.0% 88.1% 76.3% 88.7% 78.3% 53.5% 88.1% 49.5% 88.7% 53.5% 49.5%

21 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Ég myndi ekki ferðast til Íslands einvörðungu til að heimsækja Reykjavík Ég Ég myndi ferðast til einvörðungu til Ég myndi myndi ekki ekki ferðast til Íslands Íslands einvörðungu til að að heimsækja heimsækja Reykjavík ekki ferðast til Íslands einvörðungu til Reykjavík að heimsækja Reykjavík

Þátttakendur voru jafnframt beðnir að segja hversu sammála eða ósammála þeir væru nokkrum þáttum er snéru að þvíbeðnir hversuaðauðvelt að ferðast til Reykjavíkur. Þátttakendur voru jafnframt segja væri hversu sammála eða ósammála þeir væru nokkrum þáttum er snéru að því hversu auðvelt væri að ferðast til Reykjavíkur. Ekki kemur á óvart að þeim þátttakendum sem búa lengra í burtu, t.d. í Asíu og Eyjaálfu, fannst ólíklegast að að heimsækja einungis Reykjavík, en athygli vekur Ekki kemur á óvart þeim þátttakendum sem búa lengra í burtu, t.d. Norður Ameríku voru ekki mikið ólíklegri en Evrópubúar til að fannst ólíklegast að heimsækja einungis Reykjavík, en athygli vekur Reykjavíkur, eða 50% 58% Evrópubúa. Norður Ameríku voruþeirra ekkiá móti mikið ólíklegri en Evrópubúar til að Reykjavíkur, eða 50% þeirra á móti 58% Evrópubúa.

að þátttakendur frá í Asíu og Eyjaálfu, koma einungis frá til að þátttakendur koma einungis til

Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& statements.&|&I&would&not&travel&to&Iceland&only&to&visit&Reykjavik& Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& statements.&|&I&would&not&travel&to&Iceland&only&to&visit&Reykjavik& statements.&|&I&would&not&travel&to&Iceland&only&to&visit&Reykjavik&

Strongly)agree) 26%) Strongly)agree) Strongly)agree) 26%) 26%)

Strongly)disagree) 15%)

33.8%%

Strongly)disagree) Strongly)disagree) 15%) 15%)

53.4%%

33.8%% 33.8%%

53.4%% 53.4%%

12.8%%

Rather)disagree) 19%)

12.8%% 12.8%%

Rather)disagree) Rather)disagree) 19%) 19%)

Neutral) Strongly)or)rather)disagree) Strongly)or)rather)disagree) Strongly)or)rather)agree) Neutral) Neutral)

26.3% 26.4% 26.2% 26.3% 26.3% 26.0% 26.4% 26.4% 25.9% 26.2% 26.2% 25.6% 26.0% 26.0% 26.6% 25.9% 25.9% 27.5% 25.6% 25.6% 24.2% 26.6% 26.6% 28.2% 27.5% 27.5% 24.3% 24.2% 24.2% 26.7% 28.2% 28.2% 26.7% 24.3% 24.3% 37.0% 26.7% 26.7% 29.9% 26.7% 26.7% 23.2% 37.0% 37.0% 30.8% 29.9% 29.9% 45.6% 23.2% 23.2% 27.5% 30.8% 30.8% 25.5% 45.6% 45.6% 22.2% 27.5% 27.5% 27.7% 25.5% 25.5% 30.4% 22.2% 22.2% 31.2% 27.7% 27.7% 28.1% 30.4% 30.4% 33.6% 31.2% 31.2% 38.7% 28.1% 28.1% 23.4% 33.6% 33.6% 23.7% 38.7% 38.7% 26.8% 23.4% 23.4% 35.2% 23.7% 23.7% 43.9% 26.8% 26.8% 35.2% 35.2% 43.9% 43.9%

Scale)155 3.31 3.29 Scale)155 Scale)155 3.32 3.31 3.31 3.26 3.29 3.29 3.31 3.32 3.32 3.24 3.26 3.26 3.32 3.31 3.31 3.42 3.24 3.24 3.22 3.32 3.32 3.34 3.42 3.42 3.25 3.22 3.22 3.32 3.34 3.34 3.30 3.25 3.25 3.63 3.32 3.32 3.45 3.30 3.30 3.19 3.63 3.63 3.44 3.45 3.45 3.67 3.19 3.19 3.42 3.44 3.44 3.24 3.67 3.67 3.16 3.42 3.42 3.35 3.24 3.24 3.49 3.16 3.16 3.45 3.35 3.35 3.37 3.49 3.49 3.63 3.45 3.45 3.74 3.37 3.37 3.34 3.63 3.63 3.19 3.74 3.74 3.35 3.34 3.34 3.65 3.19 3.19 3.77 3.35 3.35 3.65 3.65 3.77 3.77

Count 20,868 9,783 Count Count 10,841 20,868 20,868 1,572 9,783 9,783 2,240 10,841 10,841 6,738 1,572 1,572 7,277 2,240 2,240 2,793 6,738 6,738 198 7,277 7,277 4,007 2,793 2,793 5,788 198 198 10,559 4,007 4,007 30 5,788 5,788 254 10,559 10,559 8,680 30 30 11,468 254 254 146 8,680 8,680 79 11,468 11,468 7,598 146 146 13,031 79 79 10,141 7,598 7,598 1,738 13,031 13,031 1,299 10,141 10,141 1,253 1,738 1,738 974 1,299 1,299 904 1,253 1,253 857 974 974 680 904 904 612 857 857 585 680 680 145 612 612 107 585 585 145 145 107 107

33.8% 34.3% 33.4% 33.8% 33.8% 35.9% 34.3% 34.3% 33.9% 33.4% 33.4% 36.1% 35.9% 35.9% 33.0% 33.9% 33.9% 29.5% 36.1% 36.1% 32.8% 33.0% 33.0% 32.2% 29.5% 29.5% 35.0% 32.8% 32.8% 33.8% 32.2% 32.2% 30.0% 35.0% 35.0% 28.0% 33.8% 33.8% 29.6% 30.0% 30.0% 37.2% 28.0% 28.0% 32.9% 29.6% 29.6% 27.8% 37.2% 37.2% 30.0% 32.9% 32.9% 36.0% 27.8% 27.8% 38.0% 30.0% 30.0% 33.3% 36.0% 36.0% 27.6% 38.0% 38.0% 30.4% 33.3% 33.3% 32.4% 27.6% 27.6% 23.7% 30.4% 30.4% 23.1% 32.4% 32.4% 29.0% 23.7% 23.7% 36.4% 23.1% 23.1% 31.3% 29.0% 29.0% 25.5% 36.4% 36.4% 23.4% 31.3% 31.3% 25.5% 25.5% 23.4% 23.4%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

12.8% 12.3% 13.2% 12.8% 12.8% 11.3% 12.3% 12.3% 13.3% 13.2% 13.2% 12.3% 11.3% 11.3% 13.0% 13.3% 13.3% 13.9% 12.3% 12.3% 16.2% 13.0% 13.0% 13.9% 13.9% 13.9% 13.5% 16.2% 16.2% 11.9% 13.9% 13.9% 16.7% 13.5% 13.5% 9.4% 11.9% 11.9% 12.8% 16.7% 16.7% 13.0% 9.4% 9.4% 6.8% 12.8% 12.8% 10.1% 13.0% 13.0% 13.6% 6.8% 6.8% 12.3% 10.1% 10.1% 13.1% 13.6% 13.6% 11.4% 12.3% 12.3% 13.2% 13.1% 13.1% 11.3% 11.4% 11.4% 12.0% 13.2% 13.2% 12.1% 11.3% 11.3% 9.6% 12.0% 12.0% 19.0% 12.1% 12.1% 14.4% 9.6% 9.6% 16.8% 19.0% 19.0% 9.0% 14.4% 14.4% 7.5% 16.8% 16.8% 9.0% 9.0% 7.5% 7.5%

Strongly)or)rather)agree Strongly)or)rather)agree Strongly)or)rather)agree

27.1% 26.9% 27.2% 27.1% 27.1% 26.8% 26.9% 26.9% 27.0% 27.2% 27.2% 26.0% 26.8% 26.8% 27.3% 27.0% 27.0% 29.1% 26.0% 26.0% 26.8% 27.3% 27.3% 25.7% 29.1% 29.1% 27.2% 26.8% 26.8% 27.5% 25.7% 25.7% 26.7% 27.2% 27.2% 25.6% 27.5% 27.5% 27.8% 26.7% 26.7% 26.7% 25.6% 25.6% 29.5% 27.8% 27.8% 16.5% 26.7% 26.7% 28.8% 29.5% 29.5% 26.1% 16.5% 16.5% 26.7% 28.8% 28.8% 27.6% 26.1% 26.1% 28.8% 26.7% 26.7% 27.1% 27.6% 27.6% 27.4% 28.8% 28.8% 30.6% 27.1% 27.1% 28.6% 27.4% 27.4% 28.7% 30.6% 30.6% 25.5% 28.6% 28.6% 25.1% 28.7% 28.7% 30.3% 25.5% 25.5% 25.2% 25.1% 25.1% 30.3% 30.3% 25.2% 25.2%

Strongly)agree Strongly)agree Strongly)agree

Rather)agree Rather)agree Rather)agree

18.5% 18.1% 18.9% 18.5% 18.5% 19.1% 18.1% 18.1% 19.6% 18.9% 18.9% 19.4% 19.1% 19.1% 17.8% 19.6% 19.6% 17.3% 19.4% 19.4% 12.6% 17.8% 17.8% 16.7% 17.3% 17.3% 19.4% 12.6% 12.6% 18.8% 16.7% 16.7% 10.0% 19.4% 19.4% 18.9% 18.8% 18.8% 16.3% 10.0% 10.0% 20.2% 18.9% 18.9% 18.5% 16.3% 16.3% 15.2% 20.2% 20.2% 18.1% 18.5% 18.5% 18.7% 15.2% 15.2% 20.7% 18.1% 18.1% 18.5% 18.7% 18.7% 15.0% 20.7% 20.7% 16.0% 18.5% 18.5% 18.3% 15.0% 15.0% 12.5% 16.0% 16.0% 14.2% 18.3% 18.3% 16.8% 12.5% 12.5% 18.8% 14.2% 14.2% 18.6% 16.8% 16.8% 15.2% 18.8% 18.8% 10.3% 18.6% 18.6% 15.2% 15.2% 10.3% 10.3%

Strongly)or)rather)agree) Strongly)or)rather)agree)

Neutral Neutral Neutral

15.3% 16.2% 14.5% 15.3% 15.3% 16.7% 16.2% 16.2% 14.2% 14.5% 14.5% 16.7% 16.7% 16.7% 15.2% 14.2% 14.2% 12.2% 16.7% 16.7% 20.2% 15.2% 15.2% 15.5% 12.2% 12.2% 15.6% 20.2% 20.2% 15.0% 15.5% 15.5% 20.0% 15.6% 15.6% 9.1% 15.0% 15.0% 13.2% 20.0% 20.0% 17.0% 9.1% 9.1% 14.4% 13.2% 13.2% 12.7% 17.0% 17.0% 11.9% 14.4% 14.4% 17.3% 12.7% 12.7% 17.3% 11.9% 11.9% 14.8% 17.3% 17.3% 12.5% 17.3% 17.3% 14.4% 14.8% 14.8% 14.2% 12.5% 12.5% 11.2% 14.4% 14.4% 8.9% 14.2% 14.2% 12.2% 11.2% 11.2% 17.6% 8.9% 8.9% 12.6% 12.2% 12.2% 10.3% 17.6% 17.6% 13.1% 12.6% 12.6% 10.3% 10.3% 13.1% 13.1%

Rather)disagree Rather)disagree Rather)disagree

Strongly)disagree Strongly)disagree Strongly)disagree

Neutral) Neutral) 13%) 13%)

Neutral Neutral Neutral

Rather)agree) Rather)agree) 27%) 27%)

Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) statements.)|)I)would)not)travel)to)Iceland)only)to)visit)Reykjavik Total Total Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) Gender Female statements.)|)I)would)not)travel)to)Iceland)only)to)visit)Reykjavik statements.)|)I)would)not)travel)to)Iceland)only)to)visit)Reykjavik Male Total Total Total Total Age 18529)years Gender Female Gender Female 30535)years Male Male 36550)years Age 18529)years Age 18529)years 51565)years 30535)years 30535)years 66)years)plus 36550)years 36550)years Education Primary)school 51565)years 51565)years College)/)high)school 66)years)plus 66)years)plus Undergraduate)university)degree Education Primary)school Education Primary)school Graduate)university)degree College)/)high)school College)/)high)school Continents Africa Undergraduate)university)degree Undergraduate)university)degree Asia Graduate)university)degree Graduate)university)degree Europe Continents Africa Continents Africa North)America Asia Asia Oceania Europe Europe South)America North)America North)America Been)to)Reykjavík Never)been Oceania Oceania Have)been South)America South)America Country USA Been)to)Reykjavík Never)been Been)to)Reykjavík Never)been UK Have)been Have)been Germany Country USA Country USA Canada UK UK Denmark Germany Germany Netherlands Canada Canada France Denmark Denmark Finland Netherlands Netherlands Norway France France Sweden Finland Finland Eastern)Europe Norway Norway Southern)Europe Sweden Sweden Eastern)Europe Eastern)Europe Southern)Europe Southern)Europe

Strongly)or)rather)disagree)

Neutral) 13%)

Strongly)or)rather)disagree Strongly)or)rather)disagree Strongly)or)rather)disagree

Rather)agree) 27%)

53.4% 53.4% 53.4% 53.4% 53.4% 52.9% 53.4% 53.4% 52.9% 53.4% 53.4% 51.6% 52.9% 52.9% 54.0% 52.9% 52.9% 56.5% 51.6% 51.6% 51.0% 54.0% 54.0% 53.9% 56.5% 56.5% 51.5% 51.0% 51.0% 54.2% 53.9% 53.9% 53.3% 51.5% 51.5% 62.6% 54.2% 54.2% 57.7% 53.3% 53.3% 49.9% 62.6% 62.6% 60.3% 57.7% 57.7% 62.0% 49.9% 49.9% 56.3% 60.3% 60.3% 51.7% 62.0% 62.0% 48.9% 56.3% 56.3% 55.2% 51.7% 51.7% 59.2% 48.9% 48.9% 58.3% 55.2% 55.2% 55.5% 59.2% 59.2% 64.3% 58.3% 58.3% 67.3% 55.5% 55.5% 52.1% 64.3% 64.3% 49.2% 67.3% 67.3% 52.0% 52.1% 52.1% 65.5% 49.2% 49.2% 69.2% 52.0% 52.0% 65.5% 65.5% 69.2% 69.2%

GREININGARSKÝRSLA

Það er dýrt að fljúga til Reykjavíkur Það Það er er dýrt að að fljúga til Reykjavíkur dýrt fljúga til Reykjavíkur

Ekki var merkjanlegur munur milli svara þeirra sem hafa komið til Reykjavíkur og þeirra sem ekki hafa komið. Eftir því sem fólk kom oftar, og því eldra sem það var, þeim mun ólíklegra Ekki milli svara þeirra sem hafa komið til Reykjavíkur og þeirra sem var aðvar þvímerkjanlegur þætti dýrt aðmunur koma til Reykjavíkur. ekki hafa komið. Eftir því sem fólk kom oftar, og því eldra sem það var, þeim mun ólíklegra var að því þætti dýrt að koma til Reykjavíkur. Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& statements.&|&Flying&to&Reykjavik&is&expensive& Strongly)disagree) Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& 3%) statements.&|&Flying&to&Reykjavik&is&expensive& Strongly)disagree) 3%) Strongly)agree) 15%) Rather)disagree) 15%) Strongly)agree) 15%) Rather)disagree) 15%)

18.0%&

51.9%&

18.0%& 30.1%&

51.9%& 30.1%&

Rather)agree) 37%)

Neutral) 30%)

Rather)agree) 37%)

Strongly)or)rather)disagree)

Neutral) 30%)

Neutral) Strongly)or)rather)disagree) Strongly)or)rather)agree) Neutral)

Sweden Eastern)Europe Southern)Europe

15.2% 17.6% 13.1% 21.1% 15.2% 19.1% 17.6% 15.9% 13.1% 13.4% 21.1% 11.7% 19.1% 10.8% 15.9% 14.8% 13.4% 14.7% 11.7% 15.6% 10.8% 34.5% 14.8% 28.9% 14.7% 14.5% 15.6% 15.1% 34.5% 17.8% 28.9% 39.2% 14.5% 18.9% 15.1% 13.1% 17.8% 15.1% 39.2% 11.9% 18.9% 14.3% 13.1% 14.0% 15.1% 8.6% 11.9% 14.8% 14.3% 21.4% 14.0% 14.4% 8.6% 8.2% 14.8% 10.3% 21.4% 24.3% 14.4% 27.1% 8.2%

Scale)155 3.46 3.52 3.41 Scale)155 3.65 3.46 3.59 3.52 3.52 3.41 3.40 3.65 3.29 3.59 3.29 3.52 3.46 3.40 3.44 3.29 3.48 3.29 3.76 3.46 3.84 3.44 3.45 3.48 3.46 3.76 3.53 3.84 3.99 3.45 3.64 3.46 3.36 3.53 3.46 3.99 3.37 3.64 3.51 3.36 3.42 3.46 3.24 3.37 3.48 3.51 3.70 3.42 3.46 3.24 3.15 3.48 3.25 3.70 3.78 3.46 3.93 3.15

2.6% 2.1% 1.9%

22.3% 9.7% 5.6%

33.2% 20.1% 17.8%

31.6% 43.8% 47.7%

10.3% 24.3% 27.1%

3.25 3.78 3.93

Strongly)or)rather)agree Strongly)or)rather)agree

36.7% 37.6% 35.7% 39.8% 36.7% 38.6% 37.6% 38.3% 35.7% 36.0% 39.8% 31.0% 38.6% 35.9% 38.3% 36.5% 36.0% 36.3% 31.0% 36.9% 35.9% 31.0% 36.5% 36.4% 36.3% 36.0% 36.9% 37.2% 31.0% 35.6% 36.4% 30.4% 36.0% 39.7% 37.2% 34.9% 35.6% 37.3% 30.4% 34.6% 39.7% 38.4% 34.9% 36.6% 37.3% 30.9% 34.6% 35.4% 38.4% 42.6% 36.6% 36.8% 30.9% 29.8% 35.4% 31.6% 42.6% 43.8% 36.8% 47.7% 29.8%

Neutral

30.1% 26.9% 33.1% 24.1% 30.1% 26.4% 26.9% 29.4% 33.1% 31.2% 24.1% 35.7% 26.4% 30.8% 29.4% 31.1% 31.2% 30.0% 35.7% 29.8% 30.8% 17.2% 31.1% 25.7% 30.0% 32.1% 29.8% 28.8% 17.2% 28.8% 25.7% 24.1% 32.1% 29.0% 28.8% 30.8% 28.8% 28.9% 24.1% 34.9% 29.0% 32.8% 30.8% 29.0% 28.9% 39.7% 34.9% 34.9% 32.8% 23.1% 29.0% 31.4% 39.7% 35.0% 34.9% 33.2% 23.1% 20.1% 31.4% 17.8% 35.0%

Count 20,750 9,727 10,780 Count 1,559 20,750 2,224 9,727 6,691 10,780 7,253 1,559 2,781 2,224 195 6,691 3,992 7,253 5,751 2,781 10,503 195 29 3,992 253 5,751 8,641 10,503 11,394 29 146 253 79 8,641 7,556 11,394 12,956 146 10,072 79 1,733 7,556 1,294 12,956 1,249 10,072 968 1,733 898 1,294 857 1,249 672 968 611 898 582 857 144 672 107 611

18.0% 17.9% 18.1% 15.0% 18.0% 15.9% 17.9% 16.3% 18.1% 19.5% 15.0% 21.6% 15.9% 22.6% 16.3% 17.5% 19.5% 18.9% 21.6% 17.6% 22.6% 17.2% 17.5% 9.1% 18.9% 17.3% 17.6% 18.8% 17.2% 17.8% 9.1% 6.3% 17.3% 12.3% 18.8% 21.3% 17.8% 18.7% 6.3% 18.6% 12.3% 14.5% 21.3% 20.4% 18.7% 20.9% 18.6% 14.9% 14.5% 13.0% 20.4% 17.4% 20.9% 27.0% 14.9% 24.9% 13.0% 11.8% 17.4% 7.5% 27.0%

51.9% 55.2% 48.8% 60.9% 51.9% 57.7% 55.2% 54.2% 48.8% 49.4% 60.9% 42.7% 57.7% 46.7% 54.2% 51.4% 49.4% 51.0% 42.7% 52.6% 46.7% 65.5% 51.4% 65.2% 51.0% 50.5% 52.6% 52.4% 65.5% 53.4% 65.2% 69.6% 50.5% 58.6% 52.4% 48.0% 53.4% 52.5% 69.6% 46.5% 58.6% 52.7% 48.0% 50.6% 52.5% 39.5% 46.5% 50.2% 52.7% 63.9% 50.6% 51.2% 39.5% 38.0% 50.2% 41.9% 63.9% 68.1% 51.2% 74.8% 38.0%

582 144 107

24.9% 11.8% 7.5%

33.2% 20.1% 17.8%

41.9% 68.1% 74.8%

Neutral

15.2% 14.7% 15.6% 13.5% 15.2% 13.8% 14.7% 14.1% 15.6% 16.0% 13.5% 17.8% 13.8% 16.4% 14.1% 14.5% 16.0% 15.9% 17.8% 15.1% 16.4% 10.3% 14.5% 7.9% 15.9% 14.7% 15.1% 15.8% 10.3% 17.1% 7.9% 2.5% 14.7% 10.7% 15.8% 17.8% 17.1% 15.6% 2.5% 15.4% 10.7% 12.8% 17.8% 17.8% 15.6% 17.4% 15.4% 12.6% 12.8% 11.1% 17.8% 15.0% 17.4% 22.4% 12.6% 22.3% 11.1% 9.7% 15.0% 5.6% 22.4%

Neutral

2.8% 3.2% 2.5% 1.5% 2.8% 2.1% 3.2% 2.2% 2.5% 3.5% 1.5% 3.8% 2.1% 6.2% 2.2% 3.1% 3.5% 3.1% 3.8% 2.5% 6.2% 6.9% 3.1% 1.2% 3.1% 2.6% 2.5% 3.0% 6.9% 0.7% 1.2% 3.8% 2.6% 1.6% 3.0% 3.5% 0.7% 3.0% 3.8% 3.2% 1.6% 1.7% 3.5% 2.6% 3.0% 3.5% 3.2% 2.3% 1.7% 1.9% 2.6% 2.4% 3.5% 4.6% 2.3% 2.6% 1.9% 2.1% 2.4% 1.9% 4.6%

Strongly)or)rather)disagree Strongly)or)rather)disagree

Strongly)agree Strongly)agree

Rather)agree Rather)agree

Neutral

Rather)disagree Rather)disagree

Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) statements.)|)Flying)to)Reykjavik)is)expensive Total Total Gender Female Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) Male statements.)|)Flying)to)Reykjavik)is)expensive Age 18529)years Total Total 30535)years Gender Female 36550)years Male 51565)years Age 18529)years 66)years)plus 30535)years Education Primary)school 36550)years College)/)high)school 51565)years Undergraduate)university)degree 66)years)plus Graduate)university)degree Education Primary)school Continents Africa College)/)high)school Asia Undergraduate)university)degree Europe Graduate)university)degree North)America Continents Africa Oceania Asia South)America Europe Been)to)Reykjavík Never)been North)America Have)been Oceania Country USA South)America UK Been)to)Reykjavík Never)been Germany Have)been Canada Country USA Denmark UK Netherlands Germany France Canada Finland Denmark Norway Netherlands Sweden France Eastern)Europe Finland Southern)Europe Norway

Strongly)disagree Strongly)disagree

Strongly)or)rather)agree)

23 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Það er auðveldara að ferðast til Íslands en hinna Norðurlandanna

sem aldur þátttakenda mun meira voru þeir sammála því að Eftir Það er erþví auðveldara að ferðast til Íslandstil enhækkaði, hinna Norðurlandanna Það auðveldara að ferðast Íslands enþeim hinna Norðurlandanna auðveldara væri að ferðast til Íslands en hinna Norðurlandanna. Þátttakendur frá Ameríku voru sammála Eftir frekar því sem aldurfullyrðingunni. þátttakenda hækkaði, þeim mun meira voru þeir sammála því að auðveldara væri að ferðast til Íslands en hinna Norðurlandanna. Þátttakendur frá Ameríku voru frekar sammála fullyrðingunni. Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& statements.&|&Travelling&to&Iceland&is&easier&then&travelling&to&the& other&Nordic&countries& Strongly)disagree) Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& 6%) statements.&|&Travelling&to&Iceland&is&easier&then&travelling&to&the& other&Nordic&countries& Strongly)disagree) 6%)

23.6%& 32.4%&

Rather)disagree) 18%)

44.0%&

Strongly)agree) 19%)

32.4%&

Rather)disagree) 18%)

Strongly)or)rather)disagree) Neutral)

Neutral) 32%)

Strongly)or)rather)agree) Strongly)or)rather)disagree) Neutral)

18.9% 21.0% 17.1% 17.1% 17.6% 18.9% 16.3% 21.0% 19.7% 17.1% 24.7% 17.1% 9.6% 17.6% 17.4% 16.3% 20.4% 19.7% 18.8% 24.7% 16.7% 9.6% 9.8% 17.4% 5.4% 20.4% 29.5% 18.8% 6.8% 16.7% 10.3% 9.8% 14.6% 5.4% 21.5% 29.5% 29.7% 6.8% 9.4% 10.3% 4.3% 14.6% 28.2% 21.5% 2.8% 29.7% 3.8% 9.4% 4.8% 4.3% 2.5% 28.2% 4.4% 2.8% 5.2% 3.8% 9.0% 4.8% 6.6% 2.5% 4.4% 5.2% 9.0% 6.6%

Scale)155 3.34 3.41 3.27 3.17 Scale)155 3.20 3.34 3.21 3.41 3.43 3.27 3.59 3.17 2.99 3.20 3.34 3.21 3.42 3.43 3.29 3.59 2.93 2.99 2.87 3.34 2.70 3.42 3.83 3.29 3.02 2.93 2.99 2.87 3.27 2.70 3.38 3.83 3.84 3.02 3.11 2.99 2.67 3.27 3.81 3.38 2.49 3.84 2.82 3.11 2.91 2.67 2.20 3.81 2.43 2.49 2.30 2.82 2.65 2.91 2.50 2.20 2.43 2.30 2.65 2.50

Count 20,833 9,763 10,828 1,572 Count 2,238 20,833 6,722 9,763 7,263 10,828 2,793 1,572 197 2,238 3,998 6,722 5,781 7,263 10,543 2,793 30 197 255 3,998 8,665 5,781 11,450 10,543 146 30 78 255 7,589 8,665 13,004 11,450 10,125 146 1,741 78 1,298 7,589 1,251 13,004 969 10,125 902 1,741 857 1,298 678 1,251 612 969 580 902 144 857 106 678 612 580 144 106

Neutral

25.1% 24.6% 25.6% 21.2% 21.1% 25.1% 22.9% 24.6% 27.5% 25.6% 29.4% 21.2% 18.8% 21.1% 24.5% 22.9% 26.2% 27.5% 24.8% 29.4% 6.7% 18.8% 16.9% 24.5% 13.1% 26.2% 34.5% 24.8% 17.8% 6.7% 24.4% 16.9% 25.9% 13.1% 24.5% 34.5% 34.6% 17.8% 20.0% 24.4% 12.4% 25.9% 34.7% 24.5% 7.8% 34.6% 14.2% 20.0% 18.4% 12.4% 7.2% 34.7% 8.3% 7.8% 6.7% 14.2% 10.4% 18.4% 6.6% 7.2% 8.3% 6.7% 10.4% 6.6%

Strongly)agree Strongly)agree

Rather)agree

32.4% 34.0% 30.7% 32.1% 31.8% 32.4% 33.1% 34.0% 32.9% 30.7% 29.9% 32.1% 42.1% 31.8% 37.6% 33.1% 32.9% 32.9% 29.9% 29.9% 33.3% 42.1% 33.7% 37.6% 38.7% 32.9% 27.4% 29.9% 49.3% 33.3% 25.6% 33.7% 36.5% 38.7% 30.0% 27.4% 27.2% 49.3% 46.9% 25.6% 38.3% 36.5% 28.9% 30.0% 39.4% 27.2% 47.7% 46.9% 45.5% 38.3% 22.4% 28.9% 30.1% 39.4% 25.7% 47.7% 27.8% 45.5% 30.2% 22.4% 30.1% 25.7% 27.8% 30.2%

Rather)agree

Neutral

17.9% 15.7% 20.0% 20.5% 22.4% 17.9% 20.6% 15.7% 15.8% 20.0% 12.6% 20.5% 20.3% 22.4% 15.8% 20.6% 15.7% 15.8% 20.0% 12.6% 40.0% 20.3% 29.8% 15.8% 31.7% 15.7% 7.1% 20.0% 22.6% 40.0% 33.3% 29.8% 17.8% 31.7% 18.0% 7.1% 7.2% 22.6% 19.7% 33.3% 35.7% 17.8% 6.4% 18.0% 35.7% 7.2% 28.6% 19.7% 25.6% 35.7% 43.4% 6.4% 40.5% 35.7% 38.1% 28.6% 42.4% 25.6% 43.4% 43.4% 40.5% 38.1% 42.4% 43.4%

Strongly)or)rather)agree)

Neutral

5.7% 4.7% 6.6% 9.1% 7.0% 5.7% 7.0% 4.7% 4.2% 6.6% 3.4% 9.1% 9.1% 7.0% 4.7% 7.0% 4.7% 4.2% 6.5% 3.4% 3.3% 9.1% 9.8% 4.7% 11.2% 4.7% 1.4% 6.5% 3.4% 3.3% 6.4% 9.8% 5.2% 11.2% 6.0% 1.4% 1.4% 3.4% 4.0% 6.4% 9.2% 5.2% 1.8% 6.0% 14.2% 1.4% 5.8% 4.0% 5.7% 9.2% 24.5% 1.8% 16.7% 14.2% 24.3% 5.8% 10.4% 5.7% 13.2% 24.5% 16.7% 24.3% 10.4% 13.2%

Rather)disagree Rather)disagree

Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) statements.)|)Travelling)to)Iceland)is)easier)than)travelling)to)the) other)Nordic)countries Total Total Gender Female Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) Male statements.)|)Travelling)to)Iceland)is)easier)than)travelling)to)the) Age 18529)years other)Nordic)countries 30535)years Total Total 36550)years Gender Female 51565)years Male 66)years)plus Age 18529)years Education Primary)school 30535)years College)/)high)school 36550)years Undergraduate)university)degree 51565)years Graduate)university)degree 66)years)plus Continents Africa Education Primary)school Asia College)/)high)school Europe Undergraduate)university)degree North)America Graduate)university)degree Oceania Continents Africa South)America Asia Been)to)Reykjavík Never)been Europe Have)been North)America Country USA Oceania UK South)America Germany Been)to)Reykjavík Never)been Canada Have)been Denmark Country USA Netherlands UK France Germany Finland Canada Norway Denmark Sweden Netherlands Eastern)Europe France Southern)Europe Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree Strongly)disagree

Neutral) 32%)

23.6% 20.4% 26.6% 29.6% 29.4% 23.6% 27.6% 20.4% 20.0% 26.6% 16.0% 29.6% 29.4% 29.4% 20.5% 27.6% 20.5% 20.0% 26.5% 16.0% 43.3% 29.4% 39.6% 20.5% 42.8% 20.5% 8.6% 26.5% 26.0% 43.3% 39.7% 39.6% 23.0% 42.8% 24.0% 8.6% 8.6% 26.0% 23.7% 39.7% 45.0% 23.0% 8.2% 24.0% 49.9% 8.6% 34.4% 23.7% 31.3% 45.0% 67.8% 8.2% 57.2% 49.9% 62.4% 34.4% 52.8% 31.3% 56.6% 67.8% 57.2% 62.4% 52.8% 56.6%

Neutral

Rather)agree) 25%)

Strongly)or)rather)disagree Strongly)or)rather)disagree

Rather)agree) 25%)

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

Strongly)or)rather)agree Strongly)or)rather)agree

Strongly)agree) 19%)

23.6%& 44.0%&

44.0% 45.6% 42.7% 38.3% 38.7% 44.0% 39.3% 45.6% 47.1% 42.7% 54.1% 38.3% 28.4% 38.7% 41.9% 39.3% 46.6% 47.1% 43.6% 54.1% 23.3% 28.4% 26.7% 41.9% 18.5% 46.6% 64.0% 43.6% 24.7% 23.3% 34.6% 26.7% 40.5% 18.5% 46.0% 64.0% 64.3% 24.7% 29.5% 34.6% 16.7% 40.5% 62.9% 46.0% 10.6% 64.3% 18.0% 29.5% 23.2% 16.7% 9.7% 62.9% 12.7% 10.6% 11.9% 18.0% 19.4% 23.2% 13.2% 9.7% 12.7% 11.9% 19.4% 13.2%

GREININGARSKÝRSLA

Fólk sem ferðast til Íslands er ævintýragjarnt Fólk sem ferðast til Íslands er ævintýragjarnt

Fólk sem ferðast til Íslands er ævintýragjarnt

Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& statements.&|&People&travelling&to&Reykjavik&are&adventurous& Strongly)disagree)

Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& 2%) statements.&|&People&travelling&to&Reykjavik&are&adventurous&

Strongly)agree) 20%)

Rather) Strongly)disagree) 2%) disagree) 9%)

Strongly)agree) 20%)

10.6%&

Rather) disagree) 9%)

24.4%& 10.6%&

65.0%&

Neutral) 24%)

24.4%& 65.0%&

Neutral) 24%)

Strongly)or)rather)disagree)

Rather)agree) 45%)

Neutral) Strongly)or)rather)agree) Strongly)or)rather)disagree)

Rather)agree) 45%)

Neutral)

10.6% 10.3% 10.9% 10.3% 10.6% 10.9% 10.3% 11.4% 10.9% 9.8% 10.3% 10.7% 10.9% 10.6% 11.4% 8.5% 9.8% 9.0% 10.7% 12.3% 10.6% 26.7% 8.5% 11.0% 9.0% 17.1% 12.3% 5.8% 26.7% 6.2% 11.0% 10.3% 17.1% 8.2% 5.8% 12.0% 6.2% 5.6% 10.3% 12.0% 8.2% 26.2% 12.0% 7.1% 5.6% 13.1% 12.0% 9.5% 26.2% 34.7% 7.1% 13.6% 13.1% 11.3% 9.5% 15.8% 34.7% 13.2% 13.6% 20.6% 11.3% 15.8% 13.2% 20.6%

24.4% 23.8% 24.9% 23.2% 24.4% 23.9% 23.8% 24.6% 24.9% 24.0% 23.2% 25.7% 23.9% 27.8% 24.6% 22.3% 24.0% 22.0% 25.7% 26.3% 27.8% 16.7% 22.3% 28.3% 22.0% 30.1% 26.3% 19.8% 16.7% 29.0% 28.3% 25.6% 30.1% 22.9% 19.8% 25.3% 29.0% 19.9% 25.6% 26.9% 22.9% 29.3% 25.3% 19.5% 19.9% 36.5% 26.9% 24.9% 29.3% 29.4% 19.5% 31.4% 36.5% 31.0% 24.9% 36.6% 29.4% 32.6% 31.4% 26.2% 31.0% 36.6% 32.6% 26.2%

65.0% 65.9% 64.2% 66.4% 65.0% 65.2% 65.9% 64.0% 64.2% 66.1% 66.4% 63.7% 65.2% 61.6% 64.0% 69.2% 66.1% 69.0% 63.7% 61.4% 61.6% 56.7% 69.2% 60.6% 69.0% 52.8% 61.4% 74.3% 56.7% 64.8% 60.6% 64.1% 52.8% 68.9% 74.3% 62.7% 64.8% 74.5% 64.1% 61.2% 68.9% 44.5% 62.7% 73.4% 74.5% 50.4% 61.2% 65.5% 44.5% 35.9% 73.4% 55.0% 50.4% 57.7% 65.5% 47.6% 35.9% 54.2% 55.0% 53.3% 57.7% 47.6% 54.2% 53.3%

Strongly)or)rather)agree Strongly)or)rather)agree

Count 20,834 9,759 10,829 Count 1,570 20,834 2,238 9,759 6,728 10,829 7,264 1,570 2,787 2,238 198 6,728 3,999 7,264 5,781 2,787 10,542 198 30 3,999 254 5,781 8,660 10,542 11,458 30 145 254 78 8,660 7,588 11,458 13,010 145 10,131 78 1,738 7,588 1,292 13,010 1,253 10,131 967 1,738 902 1,292 858 1,253 676 967 612 902 584 858 144 676 107 612 584 144 107

Neutral

Scale)155 3.72 3.77 3.68 Scale)155 3.78 3.72 3.73 3.77 3.70 3.68 3.75 3.78 3.68 3.73 3.68 3.70 3.83 3.75 3.80 3.68 3.64 3.68 3.43 3.83 3.69 3.80 3.44 3.64 3.94 3.43 3.78 3.69 3.77 3.44 3.82 3.94 3.67 3.78 3.94 3.77 3.60 3.82 3.20 3.67 3.90 3.94 3.47 3.60 3.70 3.20 2.98 3.90 3.51 3.47 3.56 3.70 3.39 2.98 3.58 3.51 3.41 3.56 3.39 3.58 3.41

Neutral

20.1% 23.5% 16.9% 23.8% 20.1% 20.6% 23.5% 19.2% 16.9% 20.8% 23.8% 17.5% 20.6% 19.7% 19.2% 23.5% 20.8% 21.8% 17.5% 17.8% 19.7% 20.0% 23.5% 22.0% 21.8% 11.4% 17.8% 26.5% 20.0% 20.7% 22.0% 25.6% 11.4% 22.8% 26.5% 18.3% 20.7% 26.6% 25.6% 12.4% 22.8% 7.1% 18.3% 25.1% 26.6% 11.6% 12.4% 15.9% 7.1% 5.1% 25.1% 11.2% 11.6% 11.9% 15.9% 10.1% 5.1% 20.1% 11.2% 14.0% 11.9% 10.1% 20.1% 14.0%

Strongly)or)rather)disagree Strongly)or)rather)disagree

44.9% 42.4% 47.3% 42.7% 44.9% 44.6% 42.4% 44.8% 47.3% 45.4% 42.7% 46.1% 44.6% 41.9% 44.8% 45.7% 45.4% 47.2% 46.1% 43.6% 41.9% 36.7% 45.7% 38.6% 47.2% 41.4% 43.6% 47.8% 36.7% 44.1% 38.6% 38.5% 41.4% 46.2% 47.8% 44.4% 44.1% 47.9% 38.5% 48.8% 46.2% 37.4% 44.4% 48.4% 47.9% 38.8% 48.8% 49.7% 37.4% 30.8% 48.4% 43.8% 38.8% 45.8% 49.7% 37.5% 30.8% 34.0% 43.8% 39.3% 45.8% 37.5% 34.0% 39.3%

Strongly)agreeStrongly)agree

Neutral 24.4% 23.8% 24.9% 23.2% 24.4% 23.9% 23.8% 24.6% 24.9% 24.0% 23.2% 25.7% 23.9% 27.8% 24.6% 22.3% 24.0% 22.0% 25.7% 26.3% 27.8% 16.7% 22.3% 28.3% 22.0% 30.1% 26.3% 19.8% 16.7% 29.0% 28.3% 25.6% 30.1% 22.9% 19.8% 25.3% 29.0% 19.9% 25.6% 26.9% 22.9% 29.3% 25.3% 19.5% 19.9% 36.5% 26.9% 24.9% 29.3% 29.4% 19.5% 31.4% 36.5% 31.0% 24.9% 36.6% 29.4% 32.6% 31.4% 26.2% 31.0% 36.6% 32.6% 26.2%

Rather)agree Rather)agree

8.5% 8.1% 8.9% 8.3% 8.5% 8.5% 8.1% 9.2% 8.9% 7.9% 8.3% 8.7% 8.5% 7.6% 9.2% 7.0% 7.9% 7.2% 8.7% 9.8% 7.6% 20.0% 7.0% 8.3% 7.2% 13.5% 9.8% 4.8% 20.0% 4.8% 8.3% 7.7% 13.5% 6.8% 4.8% 9.5% 4.8% 4.7% 7.7% 10.0% 6.8% 20.3% 9.5% 6.0% 4.7% 11.0% 10.0% 8.1% 20.3% 26.1% 6.0% 11.7% 11.0% 9.3% 8.1% 12.3% 26.1% 10.4% 11.7% 15.0% 9.3% 12.3% 10.4% 15.0%

Neutral

2.1% 2.2% 2.0% 2.0% 2.1% 2.4% 2.2% 2.2% 2.0% 2.0% 2.0% 2.0% 2.4% 3.0% 2.2% 1.5% 2.0% 1.7% 2.0% 2.5% 3.0% 6.7% 1.5% 2.8% 1.7% 3.5% 2.5% 1.0% 6.7% 1.4% 2.8% 2.6% 3.5% 1.4% 1.0% 2.5% 1.4% 0.9% 2.6% 2.0% 1.4% 5.9% 2.5% 1.1% 0.9% 2.2% 2.0% 1.4% 5.9% 8.6% 1.1% 1.9% 2.2% 2.0% 1.4% 3.4% 8.6% 2.8% 1.9% 5.6% 2.0% 3.4% 2.8% 5.6%

Rather)disagree Rather)disagree

Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) statements.)|)People)travelling)to)Reykjavik)are)adventurous Total Total Gender Female Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) Male statements.)|)People)travelling)to)Reykjavik)are)adventurous Age 18529)years Total Total 30535)years Gender Female 36550)years Male 51565)years Age 18529)years 66)years)plus 30535)years Education Primary)school 36550)years College)/)high)school 51565)years Undergraduate)university)degree 66)years)plus Graduate)university)degree Education Primary)school Continents Africa College)/)high)school Asia Undergraduate)university)degree Europe Graduate)university)degree North)America Continents Africa Oceania Asia South)America Europe Been)to)Reykjavík Never)been North)America Have)been Oceania Country USA South)America UK Been)to)Reykjavík Never)been Germany Have)been Canada Country USA Denmark UK Netherlands Germany France Canada Finland Denmark Norway Netherlands Sweden France Eastern)Europe Finland Southern)Europe Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree Strongly)disagree

Strongly)or)rather)agree)

25 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Ferðalag til Íslands er framandi Ferðalag til Íslands er framandi

Ferðalag tilPlease&indicate&how&strongly&you&agree&or&disagree&with&the&following& Íslands er framandi statements.&|&Travelling&to&Iceland&is&exo;c& Strongly)disagree) 2%)

Please&indicate&how&strongly&you&agree&or&disagree&with&the&following& statements.&|&Travelling&to&Iceland&is&exo;c& Rather)

9.3%%

disagree) Strongly)disagree) 2%) 7%)

Rather) disagree) 7%)

Strongly)agree) 33%)

14.8%%

Neutral) 15%)

75.9%%

Neutral) 15%)

Strongly)agree) 33%)

9.3%% 14.8%%

75.9%%

Strongly)or)rather)disagree)

Rather)agree) 43%)

Neutral) Strongly)or)rather)agree) Strongly)or)rather)disagree)

Rather)agree) 43%)

Neutral)

0.3% 0.7% 0.9% 4.2% 0.9%

2.7% 4.3% 4.5% 4.2% 4.7%

6.7% 10.9% 11.1% 11.9% 18.7%

45.2% 46.7% 42.5% 41.3% 39.3%

45.2% 37.5% 41.0% 38.5% 36.4%

4.32 4.16 4.18 4.06 4.06

Count 20,749 9,707 10,800 1,563 2,215 Count 6,692 20,749 7,253 9,707 2,787 10,800 197 1,563 3,979 2,215 5,760 6,692 10,505 7,253 30 2,787 254 197 8,636 3,979 11,401 5,760 144 10,505 78 30 7,555 254 12,958 8,636 10,080 11,401 1,737 144 1,291 78 1,248 7,555 965 12,958 897 10,080 859 1,737 675 1,291 608 1,248 583 965 143 897 107 859

9.3% 9.6% 9.2% 9.5% 8.1% 9.2% 9.3% 9.1% 9.6% 11.2% 9.2% 13.7% 9.5% 10.8% 8.1% 8.3% 9.2% 9.3% 9.1% 3.3% 11.2% 2.4% 13.7% 15.0% 10.8% 5.3% 8.3% 1.4% 9.3% 9.0% 3.3% 6.9% 2.4% 10.8% 15.0% 5.5% 5.3% 19.2% 1.4% 24.6% 9.0% 4.0% 6.9% 15.3% 10.8% 22.1% 5.5% 7.2% 19.2% 3.0% 24.6% 4.9% 4.0% 5.3% 15.3% 8.4% 22.1% 5.6% 7.2%

14.8% 14.7% 14.9% 11.3% 12.4% 13.2% 14.8% 15.2% 14.7% 21.2% 14.9% 22.8% 11.3% 16.5% 12.4% 13.5% 13.2% 14.6% 15.2% 20.0% 21.2% 7.9% 22.8% 17.8% 16.5% 12.7% 13.5% 15.3% 14.6% 6.4% 20.0% 13.3% 7.9% 15.6% 17.8% 12.7% 12.7% 25.3% 15.3% 19.8% 6.4% 12.4% 13.3% 22.9% 15.6% 19.4% 12.7% 9.8% 25.3% 6.7% 19.8% 10.9% 12.4% 11.1% 22.9% 11.9% 19.4% 18.7% 9.8%

75.9% 75.7% 76.0% 79.3% 79.5% 77.6% 75.9% 75.7% 75.7% 67.6% 76.0% 63.5% 79.3% 72.7% 79.5% 78.2% 77.6% 76.1% 75.7% 76.7% 67.6% 89.8% 63.5% 67.1% 72.7% 82.0% 78.2% 83.3% 76.1% 84.6% 76.7% 79.7% 89.8% 73.7% 67.1% 81.8% 82.0% 55.4% 83.3% 55.7% 84.6% 83.6% 79.7% 61.8% 73.7% 58.5% 81.8% 83.0% 55.4% 90.4% 55.7% 84.2% 83.6% 83.5% 61.8% 79.7% 58.5% 75.7% 83.0%

675 608 583 143 107

3.0% 4.9% 5.3% 8.4% 5.6%

6.7% 10.9% 11.1% 11.9% 18.7%

90.4% 84.2% 83.5% 79.7% 75.7%

Strongly)or)rather)agree Strongly)or)rather)agree

Scale)155 3.98 3.99 3.96 4.06 4.06 Scale)155 4.00 3.98 3.97 3.99 3.80 3.96 3.76 4.06 3.92 4.06 4.02 4.00 3.98 3.97 4.13 3.80 4.35 3.76 3.75 3.92 4.14 4.02 4.19 3.98 4.21 4.13 4.06 4.35 3.93 3.75 4.13 4.14 3.47 4.19 3.39 4.21 4.20 4.06 3.64 3.93 3.52 4.13 4.17 3.47 4.32 3.39 4.16 4.20 4.18 3.64 4.06 3.52 4.06 4.17

Neutral

33.0% 35.5% 30.9% 38.3% 36.6% 34.1% 33.0% 32.7% 35.5% 25.6% 30.9% 29.4% 38.3% 32.0% 36.6% 34.1% 34.1% 32.9% 32.7% 40.0% 25.6% 48.0% 29.4% 26.0% 32.0% 37.8% 34.1% 37.5% 32.9% 44.9% 40.0% 34.6% 48.0% 32.2% 26.0% 37.4% 37.8% 14.0% 37.5% 14.9% 44.9% 40.5% 34.6% 20.5% 32.2% 20.4% 37.4% 43.2% 14.0% 45.2% 14.9% 37.5% 40.5% 41.0% 20.5% 38.5% 20.4% 36.4% 43.2%

Neutral

42.8% 40.2% 45.1% 40.9% 43.0% 43.5% 42.8% 42.9% 40.2% 42.0% 45.1% 34.0% 40.9% 40.7% 43.0% 44.1% 43.5% 43.2% 42.9% 36.7% 42.0% 41.7% 34.0% 41.1% 40.7% 44.2% 44.1% 45.8% 43.2% 39.7% 36.7% 45.1% 41.7% 41.5% 41.1% 44.4% 44.2% 41.5% 45.8% 40.7% 39.7% 43.1% 45.1% 41.2% 41.5% 38.1% 44.4% 39.8% 41.5% 45.2% 40.7% 46.7% 43.1% 42.5% 41.2% 41.3% 38.1% 39.3% 39.8%

Strongly)or)rather)disagree Strongly)or)rather)disagree

Strongly)agree

Rather)agree

7.3% 7.3% 7.4% 7.5% 6.4% 7.1% 7.3% 7.3% 7.3% 8.8% 7.4% 10.2% 7.5% 8.6% 6.4% 6.6% 7.1% 7.2% 7.3% 3.3% 8.8% 2.0% 10.2% 11.5% 8.6% 4.4% 6.6% 1.4% 7.2% 9.0% 3.3% 5.9% 2.0% 8.3% 11.5% 4.5% 4.4% 15.9% 1.4% 17.1% 9.0% 3.6% 5.9% 12.4% 8.3% 17.2% 4.5% 5.0% 15.9% 2.7% 17.1% 4.3% 3.6% 4.5% 12.4% 4.2% 17.2% 4.7% 5.0%

Rather)agree

2.0% 2.3% 1.8% 1.9% 1.7% 2.1% 2.0% 1.8% 2.3% 2.4% 1.8% 3.6% 1.9% 2.2% 1.7% 1.7% 2.1% 2.1% 1.8% 0.0% 2.4% 0.4% 3.6% 3.5% 2.2% 0.9% 1.7% 0.0% 2.1% 0.0% 0.0% 1.1% 0.4% 2.5% 3.5% 1.0% 0.9% 3.3% 0.0% 7.4% 0.0% 0.4% 1.1% 2.9% 2.5% 4.9% 1.0% 2.2% 3.3% 0.3% 7.4% 0.7% 0.4% 0.9% 2.9% 4.2% 4.9% 0.9% 2.2%

Neutral

Finland Norway Sweden Eastern)Europe Southern)Europe

Rather)disagree Rather)disagree

Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) statements.)|)Travelling)to)Iceland)is)exotic Total Total Gender Female Male Age 18529)years Please)indicate)how)strongly)you)agree)or)disagree)with)the)following) 30535)years statements.)|)Travelling)to)Iceland)is)exotic 36550)years Total Total 51565)years Gender Female 66)years)plus Male Education Primary)school Age 18529)years College)/)high)school 30535)years Undergraduate)university)degree 36550)years Graduate)university)degree 51565)years Continents Africa 66)years)plus Asia Education Primary)school Europe College)/)high)school North)America Undergraduate)university)degree Oceania Graduate)university)degree South)America Continents Africa Been)to)Reykjavík Never)been Asia Have)been Europe Country USA North)America UK Oceania Germany South)America Canada Been)to)Reykjavík Never)been Denmark Have)been Netherlands Country USA France UK Finland Germany Norway Canada Sweden Denmark Eastern)Europe Netherlands Southern)Europe France

Strongly)disagreeStrongly)disagree

Strongly)or)rather)agree)

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Reykjavík og Ísland sem sumarog vetraráfangastaðir

ogÍsland Ísland sumarog vetraráfangastaðir Reykjavík Reykjavík og semsem sumarog vetraráfangastaðir

Á heildina litið voru þátttakendur líklegri til að telja Reykjavík tilvalinn sumaráfangastað en vetraráfangastað. Þátttakendur frálíklegri Ameríku voru til að telja Reykjavík tilvalinn Á heildina litið voru þátttakendur til að teljalíklegri Reykjavík tilvalinn sumaráfangastað en sumaráfangastað en þátttakendur frá Evrópu og Eyjaálfu voru líklegri til að vera sammála því vetraráfangastað. Þátttakendur frá Ameríku voru líklegri til að telja Reykjavík tilvalinn að Reykjavík værientilvalinn vetraráfangastaður. sumaráfangastað þátttakendur frá Evrópu og Eyjaálfu voru líklegri til að vera sammála því að Reykjavík væri tilvalinn vetraráfangastaður. Í rannsókninni skipti kyn yfirleitt ekki máli, en konur voru líklegri til að telja Reykjavík tilvalinn vetraráfangastað kvenna eða mjög fullyrðingunni á móti Í rannsókninni skipti kyn(59% yfirleitt ekki voru máli,frekar en konur voru sammála líklegri til að telja Reykjavík 49% karla). tilvalinn vetraráfangastað (59% kvenna voru frekar eða mjög sammála fullyrðingunni á móti 49% karla). How$strongly$do$you$agree$or$disagree$with$the$following$statements?$ |$Reykjavik$is$an$ideal$winter$des:na:on$ How$strongly$do$you$agree$or$disagree$with$the$following$statements?$ Strongly)disagree) |$Reykjavik$is$an$ideal$winter$des:na:on$ 3%) Strongly)disagree) 3%) Strongly)agree) 21%) Strongly)agree) 21%)

19.2%&

Rather)disagree) 16%)

53.7%&

Rather)disagree) 16%)

53.7%&

27.1%& 27.1%&

Neutral) 27%)

Rather)agree) 33%)

Strongly)or)rather)disagree)

Neutral) 27%)

Rather)agree) 33%)

19.2%&

Neutral) Strongly)or)rather)disagree) Strongly)or)rather)agree) Neutral)

Count 20,738 9,718 Count 10,780 20,738 1,567 9,718 2,231 10,780 6,704 1,567 7,224 2,231 2,768 6,704 196 7,224 3,982 2,768 5,753 196 10,497 3,982 30 5,753 253 10,497 8,630 30 11,398 253 145 8,630 76 11,398 7,556 145 12,950 76 10,079 7,556 1,741 12,950 1,283 10,079 1,245 1,741 956 1,283 900 1,245 856 956 675 900 607 856 583 675 145 607 107 583 145 107

19.2% 16.2% 21.9% 19.2% 15.0% 16.2% 15.8% 21.9% 17.8% 15.0% 20.5% 15.8% 23.8% 17.8% 17.9% 20.5% 14.6% 23.8% 17.9% 17.9% 21.6% 14.6% 20.0% 17.9% 22.1% 21.6% 18.2% 20.0% 19.7% 22.1% 18.6% 18.2% 28.9% 19.7% 19.4% 18.6% 19.0% 28.9% 20.1% 19.4% 11.5% 19.0% 20.4% 20.1% 16.5% 11.5% 23.8% 20.4% 17.7% 16.5% 13.0% 23.8% 25.0% 17.7% 19.9% 13.0% 23.7% 25.0% 20.0% 19.9% 17.8% 23.7% 20.0% 17.8%

27.1% 24.9% 29.0% 27.1% 21.3% 24.9% 23.6% 29.0% 26.6% 21.3% 27.3% 23.6% 34.0% 26.6% 29.1% 27.3% 26.8% 34.0% 27.8% 29.1% 26.8% 26.8% 23.3% 27.8% 30.8% 26.8% 26.8% 23.3% 27.5% 30.8% 22.1% 26.8% 19.7% 27.5% 28.3% 22.1% 26.5% 19.7% 27.7% 28.3% 18.8% 26.5% 30.3% 27.7% 26.3% 18.8% 33.4% 30.3% 26.8% 26.3% 21.5% 33.4% 30.5% 26.8% 32.3% 21.5% 33.8% 30.5% 26.2% 32.3% 26.2% 33.8% 26.2% 26.2%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

Strongly)or)rather)agree Strongly)or)rather)agree

Scale)155 3.53 3.65 Scale)155 3.41 3.53 3.74 3.65 3.68 3.41 3.57 3.74 3.49 3.68 3.29 3.57 3.56 3.49 3.67 3.29 3.56 3.56 3.46 3.67 3.50 3.56 3.40 3.46 3.56 3.50 3.51 3.40 3.68 3.56 3.38 3.51 3.49 3.68 3.55 3.38 3.49 3.49 3.88 3.55 3.46 3.49 3.60 3.88 3.28 3.46 3.53 3.60 3.80 3.28 3.29 3.53 3.41 3.80 3.30 3.29 3.51 3.41 3.50 3.30 3.51 3.50

Neutral Neutral

21.3% 25.1% 17.9% 21.3% 27.8% 25.1% 25.4% 17.9% 21.7% 27.8% 20.6% 25.4% 15.7% 21.7% 24.0% 20.6% 25.1% 15.7% 21.9% 24.0% 19.6% 25.1% 13.3% 21.9% 19.4% 19.6% 21.8% 13.3% 21.0% 19.4% 27.6% 21.8% 22.4% 21.0% 19.6% 27.6% 22.3% 22.4% 21.0% 19.6% 32.2% 22.3% 19.7% 21.0% 21.3% 32.2% 12.6% 19.7% 17.8% 21.3% 29.1% 12.6% 13.9% 17.8% 17.5% 29.1% 15.6% 13.9% 20.0% 17.5% 16.8% 15.6% 20.0% 16.8%

Strongly)or)rather)disagree Strongly)or)rather)disagree

32.4% 33.8% 31.3% 32.4% 36.0% 33.8% 35.3% 31.3% 33.9% 36.0% 31.6% 35.3% 26.5% 33.9% 29.1% 31.6% 33.5% 26.5% 32.4% 29.1% 32.1% 33.5% 43.3% 32.4% 27.7% 32.1% 33.3% 43.3% 31.8% 27.7% 31.7% 33.3% 28.9% 31.8% 32.8% 31.7% 32.2% 28.9% 31.3% 32.8% 37.4% 32.2% 29.5% 31.3% 35.9% 37.4% 30.2% 29.5% 37.8% 35.9% 36.4% 30.2% 30.5% 37.8% 30.3% 36.4% 26.9% 30.5% 33.8% 30.3% 39.3% 26.9% 33.8% 39.3%

Strongly)agree Strongly)agree

Rather)agree Rather)agree

15.9% 13.5% 18.2% 15.9% 12.4% 13.5% 13.5% 18.2% 14.8% 12.4% 17.0% 13.5% 19.1% 14.8% 14.8% 17.0% 12.3% 19.1% 15.2% 14.8% 17.6% 12.3% 20.0% 15.2% 18.2% 17.6% 15.4% 20.0% 16.1% 18.2% 17.9% 15.4% 22.4% 16.1% 16.1% 17.9% 15.7% 22.4% 16.4% 16.1% 9.8% 15.7% 17.8% 16.4% 14.4% 9.8% 20.7% 17.8% 15.1% 14.4% 11.1% 20.7% 21.2% 15.1% 16.0% 11.1% 19.0% 21.2% 17.2% 16.0% 13.1% 19.0% 17.2% 13.1%

Neutral Neutral

3.3% 2.7% 3.7% 3.3% 2.6% 2.7% 2.3% 3.7% 2.9% 2.6% 3.5% 2.3% 4.7% 2.9% 3.1% 3.5% 2.2% 4.7% 2.6% 3.1% 4.0% 2.2% 0.0% 2.6% 4.0% 4.0% 2.8% 0.0% 3.6% 4.0% 0.7% 2.8% 6.6% 3.6% 3.3% 0.7% 3.3% 6.6% 3.7% 3.3% 1.8% 3.3% 2.6% 3.7% 2.1% 1.8% 3.1% 2.6% 2.6% 2.1% 1.9% 3.1% 3.9% 2.6% 4.0% 1.9% 4.6% 3.9% 2.8% 4.0% 4.7% 4.6% 2.8% 4.7%

Rather)disagree Rather)disagree

How)strongly)do)you)agree)or)disagree)with)the)following) statements?)|)Reykjavik)is)an)ideal)winter)destination Total Total How)strongly)do)you)agree)or)disagree)with)the)following) Gender Female statements?)|)Reykjavik)is)an)ideal)winter)destination Male Total Total Age 18529)years Gender Female 30535)years Male 36550)years Age 18529)years 51565)years 30535)years 66)years)plus 36550)years Education Primary)school 51565)years College)/)high)school 66)years)plus Undergraduate)university)degree Education Primary)school Graduate)university)degree College)/)high)school Continents Africa Undergraduate)university)degree Asia Graduate)university)degree Europe Continents Africa North)America Asia Oceania Europe South)America North)America Been)to)Reykjavík Never)been Oceania Have)been South)America Country USA Been)to)Reykjavík Never)been UK Have)been Germany Country USA Canada UK Denmark Germany Netherlands Canada France Denmark Finland Netherlands Norway France Sweden Finland Eastern)Europe Norway Southern)Europe Sweden Eastern)Europe Southern)Europe

Strongly)disagree Strongly)disagree

Strongly)or)rather)agree)

53.7% 58.9% 49.1% 53.7% 63.8% 58.9% 60.6% 49.1% 55.6% 63.8% 52.2% 60.6% 42.2% 55.6% 53.1% 52.2% 58.6% 42.2% 54.3% 53.1% 51.7% 58.6% 56.7% 54.3% 47.0% 51.7% 55.0% 56.7% 52.9% 47.0% 59.3% 55.0% 51.3% 52.9% 52.4% 59.3% 54.5% 51.3% 52.3% 52.4% 69.6% 54.5% 49.3% 52.3% 57.2% 69.6% 42.8% 49.3% 55.6% 57.2% 65.5% 42.8% 44.4% 55.6% 47.8% 65.5% 42.5% 44.4% 53.8% 47.8% 56.1% 42.5% 53.8% 56.1%

GREININGARSKÝRSLA

Reykjavík og Ísland sem sumarog vetraráfangastaðir Reykjavík og Ísland sem sumarog vetraráfangastaðir

Reykjavík og Ísland sem sumarog vetraráfangastaðir How$strongly$do$you$agree$or$disagree$with$the$following$statements?$ |$Reykjavik$is$an$ideal$summer$des:na:on$ Strongly)disagree) Rather)disagree) How$strongly$do$you$agree$or$disagree$with$the$following$statements?$ 1%) 5%) |$Reykjavik$is$an$ideal$summer$des:na:on$ Strongly)disagree) 1%)

Rather)disagree) 5%)

6.5%% 19.6%% 6.5%%

Neutral) 20%)

Strongly)agree) 36%)

19.6%% 73.9%%

Neutral) 20%)

Strongly)agree) 36%)

73.9%%

Strongly)or)rather)disagree)

Sweden Eastern)Europe Southern)Europe

Rather)agree) 38%)

Strongly)or)rather)agree)

35.6% 39.3% 32.2% 40.3% 35.6% 37.4% 39.3% 36.1% 32.2% 34.1% 40.3% 34.5% 37.4% 35.2% 36.1% 37.4% 34.1% 36.9% 34.5% 34.3% 35.2% 20.0% 37.4% 37.2% 36.9% 30.3% 34.3% 39.7% 20.0% 28.3% 37.2% 33.8% 30.3% 29.9% 39.7% 38.9% 28.3% 39.0% 33.8% 27.8% 29.9% 34.2% 38.9% 45.4% 39.0% 29.6% 27.8% 22.2% 34.2% 33.1% 45.4% 27.3% 29.6% 24.9% 22.2% 29.5% 33.1% 36.6% 27.3% 37.4% 24.9%

Scale)155 4.02 4.08 3.96 Scale)155 4.08 4.02 4.03 4.08 4.02 3.96 4.00 4.08 4.03 3.93 4.02 4.06 4.00 4.05 4.03 3.99 3.93 3.60 4.06 4.03 4.05 3.87 3.99 4.14 3.60 3.95 4.03 3.87 3.93 4.14 4.08 3.95 4.13 3.87 3.84 3.93 3.97 4.08 4.25 4.13 3.87 3.84 3.74 3.97 3.86 4.25 3.89 3.87 3.66 3.74 3.82 3.86 3.93 3.89 3.85 3.66

2.1% 2.1% 4.7%

8.7% 7.6% 7.5%

23.8% 22.1% 23.4%

36.0% 31.7% 27.1%

29.5% 36.6% 37.4%

3.82 3.93 3.85

Count 20,809 9,753 10,813 Count 1,568 20,809 2,238 9,753 6,725 10,813 7,250 1,568 2,782 2,238 196 6,725 3,999 7,250 5,780 2,782 10,520 196 30 3,999 253 5,780 8,658 10,520 11,437 30 145 253 77 8,658 7,579 11,437 12,997 145 10,115 77 1,740 7,579 1,291 12,997 1,248 10,115 965 1,740 902 1,291 857 1,248 675 965 610 902 584 857 145 675 107 610

6.5% 6.0% 7.0% 7.6% 6.5% 7.3% 6.0% 7.1% 7.0% 6.4% 7.6% 4.5% 7.3% 9.2% 7.1% 5.1% 6.4% 5.8% 4.5% 7.5% 9.2% 20.0% 5.1% 6.7% 5.8% 10.0% 7.5% 3.9% 20.0% 4.1% 6.7% 9.1% 10.0% 6.6% 3.9% 6.5% 4.1% 4.0% 9.1% 8.7% 6.6% 8.4% 6.5% 2.7% 4.0% 9.8% 8.7% 10.9% 8.4% 12.8% 2.7% 7.9% 9.8% 15.9% 10.9% 10.8% 12.8% 9.7% 7.9% 12.1% 15.9%

19.6% 17.8% 21.1% 15.4% 19.6% 18.6% 17.8% 19.2% 21.1% 20.0% 15.4% 22.2% 18.6% 20.9% 19.2% 20.5% 20.0% 19.0% 22.2% 19.3% 20.9% 20.0% 20.5% 19.8% 19.0% 22.0% 19.3% 17.6% 20.0% 24.1% 19.8% 26.0% 22.0% 23.2% 17.6% 17.4% 24.1% 17.9% 26.0% 25.5% 23.2% 19.2% 17.4% 14.8% 17.9% 21.7% 25.5% 25.7% 19.2% 19.8% 14.8% 21.3% 21.7% 23.0% 25.7% 23.8% 19.8% 22.1% 21.3% 23.4% 23.0%

73.9% 76.2% 71.8% 77.0% 73.9% 74.1% 76.2% 73.7% 71.8% 73.6% 77.0% 73.3% 74.1% 69.9% 73.7% 74.4% 73.6% 75.1% 73.3% 73.2% 69.9% 60.0% 74.4% 73.5% 75.1% 68.0% 73.2% 78.5% 60.0% 71.7% 73.5% 64.9% 68.0% 70.1% 78.5% 76.1% 71.7% 78.1% 64.9% 65.8% 70.1% 72.3% 76.1% 82.5% 78.1% 68.5% 65.8% 63.4% 72.3% 67.3% 82.5% 70.8% 68.5% 61.1% 63.4% 65.4% 67.3% 68.3% 70.8% 64.5% 61.1%

584 145 107

10.8% 9.7% 12.1%

23.8% 22.1% 23.4%

65.4% 68.3% 64.5%

Strongly)or)rather)agree Strongly)or)rather)agree

38.3% 36.9% 39.6% 36.7% 38.3% 36.8% 36.9% 37.7% 39.6% 39.5% 36.7% 38.9% 36.8% 34.7% 37.7% 37.0% 39.5% 38.3% 38.9% 38.9% 34.7% 40.0% 37.0% 36.4% 38.3% 37.7% 38.9% 38.8% 40.0% 43.4% 36.4% 31.2% 37.7% 40.2% 38.8% 37.1% 43.4% 39.1% 31.2% 38.0% 40.2% 38.2% 37.1% 37.0% 39.1% 38.9% 38.0% 41.2% 38.2% 34.2% 37.0% 43.6% 38.9% 36.2% 41.2% 36.0% 34.2% 31.7% 43.6% 27.1% 36.2%

Neutral

5.6% 5.1% 6.1% 6.3% 5.6% 6.3% 5.1% 6.0% 6.1% 5.6% 6.3% 3.7% 6.3% 6.6% 6.0% 4.2% 5.6% 4.9% 3.7% 6.5% 6.6% 20.0% 4.2% 5.5% 4.9% 8.4% 6.5% 3.4% 20.0% 3.4% 5.5% 6.5% 8.4% 5.8% 3.4% 5.5% 3.4% 3.5% 6.5% 7.5% 5.8% 7.0% 5.5% 2.5% 3.5% 8.4% 7.5% 10.2% 7.0% 10.7% 2.5% 6.7% 8.4% 11.8% 10.2% 8.7% 10.7% 7.6% 6.7% 7.5% 11.8%

Neutral

1.0% 1.0% 1.0% 1.3% 1.0% 1.0% 1.1% 1.0% 0.9% 1.3% 0.7% 1.0% 2.6% 1.1% 0.9% 0.9% 0.7% 1.0% 2.6% 0.0% 0.9% 1.2% 0.9% 1.6% 1.0% 0.5% 0.0% 0.7% 1.2% 2.6% 1.6% 0.9% 0.5% 1.0% 0.7% 0.5% 2.6% 1.2% 0.9% 1.4% 1.0% 0.2% 0.5% 1.5% 1.2% 0.7% 1.4% 2.1% 0.2% 1.2% 1.5% 4.1% 0.7% 2.1% 2.1% 1.2% 4.7% 4.1%

Strongly)or)rather)disagree Strongly)or)rather)disagree

Strongly)agree Strongly)agree

Rather)agree Rather)agree

Neutral)

Neutral

Rather)disagree Rather)disagree

Neutral) Strongly)or)rather)disagree) Strongly)or)rather)agree)

Strongly)disagree Strongly)disagree

How)strongly)do)you)agree)or)disagree)with)the)following) statements?)|)Reykjavik)is)an)ideal)summer)destination Total Total Gender Female How)strongly)do)you)agree)or)disagree)with)the)following) Male statements?)|)Reykjavik)is)an)ideal)summer)destination Age 18529)years Total Total 30535)years Gender Female 36550)years Male 51565)years Age 18529)years 66)years)plus 30535)years Education Primary)school 36550)years College)/)high)school 51565)years Undergraduate)university)degree 66)years)plus Graduate)university)degree Education Primary)school Continents Africa College)/)high)school Asia Undergraduate)university)degree Europe Graduate)university)degree North)America Continents Africa Oceania Asia South)America Europe Been)to)Reykjavík Never)been North)America Have)been Oceania Country USA South)America UK Been)to)Reykjavík Never)been Germany Have)been Canada Country USA Denmark UK Netherlands Germany France Canada Finland Denmark Norway Netherlands Sweden France Eastern)Europe Finland Southern)Europe Norway

Rather)agree) 38%)

28 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Reykjavík og Ísland sem sumarog vetraráfangastaðir Reykjavík og Ísland sem sumarog vetraráfangastaðir Reykjavík ogÍsland Ísland og vetraráfangastaðir Reykjavík og sem sem sumar-sumarog vetraráfangastaðir

Ísland var talinn mun heppilegri sumaráfangastaður en vetraráfangastaður. Þegar spurt var Ísland var talinn mun heppilegri sumaráfangastaður en vetraráfangastaður. Þegar spurt var um Ísland, voru mun þeir þáttakendur sem höfðu komiðentilvetraráfangastaður. Íslands líklegri til að telja Ísland Ísland var talinn heppilegri sumaráfangastaður spurt var um Ísland, voru þeir þáttakendur sem höfðu komið til Íslands líklegri til Þegar að telja Ísland tilvalinn sumaráfangastað (85% sammála eða mjög sammála fullyrðingunni) en þeir sem ekki um Ísland, voru þeir þáttakendur sem höfðu komið til Íslands líklegri tilenaðþeir telja tilvalinn sumaráfangastað (85% sammála eða mjög sammála fullyrðingunni) semÍsland ekki höfðu komið (76% sammála eða mjög sammála fullyrðingunni). Þegar spurt var um Ísland tilvalinn sumaráfangastað (85% sammála eða mjög sammála fullyrðingunni) en þeir sem ekki höfðu komið (76% sammála eða mjög sammála fullyrðingunni). Þegar spurt var um Ísland sem tilvalinn vetraráfangastað, voru þátttakendur frá Bretlandi líklegastir til að taka undir þá höfðu komið vetraráfangastað, (76% sammála eða mjög sammála fullyrðingunni). Þegar spurt Ísland sem tilvalinn voru þátttakendur frá Bretlandi líklegastir til aðvar takaum undir þá fullyrðingu. sem tilvalinn vetraráfangastað, voru þátttakendur frá Bretlandi líklegastir til að taka undir þá fullyrðingu. fullyrðingu. How$strongly$do$you$agree$or$disagree$with$the$following$statements?$ How$strongly$do$you$agree$or$disagree$with$the$following$statements?$ |$Iceland$is$an$ideal$winter$des8na8on$ |$Iceland$is$an$ideal$winter$des8na8on$ How$strongly$do$you$agree$or$disagree$with$the$following$statements?$ Strongly)disagree) |$Iceland$is$an$ideal$winter$des8na8on$ Strongly)disagree) 4%) 4%) Strongly)disagree) 4%)

21.5%& 21.5%&

Southern)Europe

25.8%&

25.8% 25.8% 23.2% 23.2% 28.0% 25.8% 28.0% 18.6% 23.2% 18.6% 22.4% 28.0% 22.4% 25.2% 18.6% 25.2% 26.2% 22.4% 26.2% 32.8% 25.2% 32.8% 31.6% 26.2% 31.6% 25.5% 32.8% 25.5% 26.5% 31.6% 26.5% 25.2% 25.5% 25.2% 23.3% 26.5% 23.3% 28.5% 25.2% 28.5% 24.7% 23.3% 24.7% 26.6% 28.5% 26.6% 20.3% 24.7% 20.3% 22.7% 26.6% 22.7% 27.2% 20.3% 27.2% 24.9% 22.7% 24.9% 26.7% 27.2% 26.7% 18.2% 24.9% 18.2% 28.3% 26.7% 28.3% 26.1% 18.2% 26.1% 34.1% 28.3% 34.1% 23.3% 26.1% 23.3% 19.4% 34.1% 19.4% 26.6% 23.3% 26.6% 31.4% 19.4% 31.4% 30.3% 26.6% 30.3% 25.7% 31.4% 25.7% 19.6% 30.3% 19.6% 25.7%

30.5% 30.5% 31.4% 31.4% 29.7% 30.5% 29.7% 32.4% 31.4% 32.4% 32.6% 29.7% 32.6% 32.1% 32.4% 32.1% 29.9% 32.6% 29.9% 25.4% 32.1% 25.4% 26.5% 29.9% 26.5% 32.4% 25.4% 32.4% 30.2% 26.5% 30.2% 30.1% 32.4% 30.1% 50.0% 30.2% 50.0% 27.7% 30.1% 27.7% 30.5% 50.0% 30.5% 27.7% 30.5% 35.7% 30.5% 35.7% 29.3% 30.5% 29.3% 31.3% 35.7% 31.3% 30.1% 29.3% 30.1% 30.0% 31.3% 30.0% 35.1% 30.1% 35.1% 26.6% 30.0% 26.6% 33.9% 35.1% 33.9% 25.0% 26.6% 25.0% 35.2% 33.9% 35.2% 30.8% 25.0% 30.8% 29.3% 35.2% 29.3% 29.5% 30.8% 29.5% 27.2% 29.3% 27.2% 34.0% 29.5% 34.0% 31.8% 27.2% 31.8% 34.0%

22.3% 22.3% 26.1% 26.1% 18.8% 22.3% 18.8% 30.4% 26.1% 30.4% 27.4% 18.8% 27.4% 22.2% 30.4% 22.2% 21.5% 27.4% 21.5% 16.1% 22.2% 16.1% 24.0% 21.5% 24.0% 26.0% 16.1% 26.0% 23.4% 24.0% 23.4% 20.3% 26.0% 20.3% 6.7% 23.4% 6.7% 22.9% 20.3% 22.9% 23.4% 6.7% 23.4% 21.5% 22.9% 21.5% 26.6% 23.4% 26.6% 21.3% 21.5% 21.3% 20.3% 26.6% 20.3% 23.5% 21.3% 23.5% 21.4% 20.3% 21.4% 33.4% 23.5% 33.4% 20.6% 21.4% 20.6% 22.2% 33.4% 22.2% 14.0% 20.6% 14.0% 21.8% 22.2% 21.8% 31.4% 14.0% 31.4% 15.6% 21.8% 15.6% 17.3% 31.4% 17.3% 15.6% 15.6% 15.6% 19.4% 17.3% 19.4% 23.4% 15.6% 23.4% 19.4%

Scale)155 Scale)155 3.49 3.49 3.61 Scale)155 3.61 3.39 3.49 3.39 3.71 3.61 3.71 3.66 3.39 3.66 3.52 3.71 3.52 3.46 3.66 3.46 3.26 3.52 3.26 3.53 3.46 3.53 3.66 3.26 3.66 3.54 3.53 3.54 3.41 3.66 3.41 3.37 3.54 3.37 3.46 3.41 3.46 3.52 3.37 3.52 3.48 3.46 3.48 3.70 3.52 3.70 3.39 3.48 3.39 3.47 3.70 3.47 3.51 3.39 3.51 3.46 3.47 3.46 3.86 3.51 3.86 3.39 3.46 3.39 3.58 3.86 3.58 3.22 3.39 3.22 3.54 3.58 3.54 3.72 3.22 3.72 3.27 3.54 3.27 3.38 3.72 3.38 3.26 3.27 3.26 3.46 3.38 3.46 3.49 3.26 3.49 3.46

4.7%

20.6%

19.6%

31.8%

23.4%

3.49

Strongly)or)rather)agree Strongly)or)rather)agree Strongly)or)rather)agree

17.2% 17.2% 15.6% 15.6% 18.7% 17.2% 18.7% 15.3% 15.6% 15.3% 14.5% 18.7% 14.5% 16.7% 15.3% 16.7% 17.8% 14.5% 17.8% 20.1% 16.7% 20.1% 13.8% 17.8% 13.8% 13.4% 20.1% 13.4% 16.4% 13.8% 16.4% 19.1% 13.4% 19.1% 13.3% 16.4% 13.3% 14.2% 19.1% 14.2% 17.4% 13.3% 17.4% 17.1% 14.2% 17.1% 16.1% 17.4% 16.1% 20.0% 17.1% 20.0% 17.0% 16.1% 17.0% 17.3% 20.0% 17.3% 17.4% 17.0% 17.4% 11.2% 17.3% 11.2% 19.8% 17.4% 19.8% 15.3% 11.2% 15.3% 22.5% 19.8% 22.5% 15.0% 15.3% 15.0% 15.1% 22.5% 15.1% 23.7% 15.0% 23.7% 17.2% 15.1% 17.2% 21.7% 23.7% 21.7% 14.6% 17.2% 14.6% 20.6% 21.7% 20.6% 14.6%

Neutral Neutral Neutral

4.3% 4.3% 3.7% 3.7% 4.7% 4.3% 4.7% 3.3% 3.7% 3.3% 3.2% 4.7% 3.2% 3.8% 3.3% 3.8% 4.7% 3.2% 4.7% 5.6% 3.8% 5.6% 4.1% 4.7% 4.1% 2.7% 5.6% 2.7% 3.5% 4.1% 3.5% 5.2% 2.7% 5.2% 6.7% 3.5% 6.7% 5.2% 6.7% 4.0% 6.7% 4.0% 4.4% 6.7% 4.4% 1.4% 4.0% 1.4% 6.7% 4.4% 6.7% 4.2% 1.4% 4.2% 4.3% 6.7% 4.3% 4.6% 4.2% 4.6% 2.1% 4.3% 2.1% 4.7% 4.6% 4.7% 2.5% 2.1% 2.5% 4.5% 4.7% 4.5% 4.8% 2.5% 4.8% 3.4% 4.5% 3.4% 4.8% 4.8% 4.8% 4.6% 3.4% 4.6% 5.1% 4.8% 5.1% 6.3% 4.6% 6.3% 4.7% 5.1% 4.7% 6.3%

Strongly)or)rather)disagree Strongly)or)rather)disagree Strongly)or)rather)disagree

Strongly)agree Strongly)agree Strongly)agree

Rather)agree Rather)agree Rather)agree

Strongly)or)rather)disagree) Strongly)or)rather)disagree) Neutral) Strongly)or)rather)disagree) Neutral) Strongly)or)rather)agree) Neutral) Strongly)or)rather)agree) Strongly)or)rather)agree)

Neutral Neutral Neutral

How)strongly)do)you)agree)or)disagree)with)the)following) How)strongly)do)you)agree)or)disagree)with)the)following) statements?)|)Iceland)is)an)ideal)winter)destination statements?)|)Iceland)is)an)ideal)winter)destination Total Total How)strongly)do)you)agree)or)disagree)with)the)following) Total Total Gender Female statements?)|)Iceland)is)an)ideal)winter)destination Gender Female Male Total Total Male Age 18529)years Gender Female Age 18529)years 30535)years Male 30535)years 36550)years Age 18529)years 36550)years 51565)years 30535)years 51565)years 66)years)plus 36550)years 66)years)plus Education Primary)school 51565)years Education Primary)school College)/)high)school 66)years)plus College)/)high)school Undergraduate)university)degree Education Primary)school Undergraduate)university)degree Graduate)university)degree College)/)high)school Graduate)university)degree Continents Africa Undergraduate)university)degree Continents Africa Asia Graduate)university)degree Asia Europe Continents Africa Europe North)America Asia North)America Oceania Europe Oceania South)America North)America South)America Been)to)Reykjavík Never)been Oceania Been)to)Reykjavík Never)been Have)been South)America Have)been Country USA Been)to)Reykjavík Never)been Country USA UK Have)been UK Germany Country USA Germany Canada UK Canada Denmark Germany Denmark Netherlands Canada Netherlands France Denmark France Finland Netherlands Finland Norway France Norway Sweden Finland Sweden Eastern)Europe Norway Eastern)Europe Southern)Europe Sweden Southern)Europe Eastern)Europe

25.8%& 25.8%&

52.8%&

Neutral) Neutral) 26%) 26%) Neutral) 26%)

Strongly)disagree Strongly)disagree Strongly)disagree

Rather)agree) Rather)agree) 31%) 31%) Rather)agree) 31%)

21.5%&

52.8%& 52.8%&

Rather)disagree) Rather)disagree) 17%) 17%) Rather)disagree) 17%)

Rather)disagree Rather)disagree Rather)disagree

Strongly)agree) Strongly)agree) 22%) 22%) Strongly)agree) 22%)

Count Count 20,735 20,735 9,716 Count 9,716 10,778 20,735 10,778 1,567 9,716 1,567 2,232 10,778 2,232 6,707 1,567 6,707 7,216 2,232 7,216 2,767 6,707 2,767 196 7,216 196 3,975 2,767 3,975 5,758 196 5,758 10,493 3,975 10,493 30 5,758 30 253 10,493 253 8,632 30 8,632 11,394 253 11,394 143 8,632 143 75 11,394 75 7,554 143 7,554 12,948 75 12,948 10,074 7,554 10,074 1,739 12,948 1,739 1,288 10,074 1,288 1,246 1,739 1,246 957 1,288 957 901 1,246 901 857 957 857 672 901 672 606 857 606 584 672 584 144 606 144 107 584 107 144

21.5% 21.5% 19.2% 19.2% 23.5% 21.5% 23.5% 18.6% 19.2% 18.6% 17.7% 23.5% 17.7% 20.5% 18.6% 20.5% 22.5% 17.7% 22.5% 25.7% 20.5% 25.7% 17.9% 22.5% 17.9% 16.1% 25.7% 16.1% 19.9% 17.9% 19.9% 24.3% 16.1% 24.3% 20.0% 19.9% 20.0% 20.9% 24.3% 20.9% 21.4% 20.0% 21.4% 21.5% 20.9% 21.5% 17.5% 21.4% 17.5% 26.7% 21.5% 26.7% 21.2% 17.5% 21.2% 21.6% 26.7% 21.6% 21.9% 21.2% 21.9% 13.3% 21.6% 13.3% 24.5% 21.9% 24.5% 17.8% 13.3% 17.8% 27.0% 24.5% 27.0% 19.8% 17.8% 19.8% 18.4% 27.0% 18.4% 28.4% 19.8% 28.4% 21.8% 18.4% 21.8% 26.9% 28.4% 26.9% 20.8% 21.8% 20.8% 25.2% 26.9% 25.2% 20.8%

52.8% 52.8% 57.5% 57.5% 48.5% 52.8% 48.5% 62.8% 57.5% 62.8% 59.9% 48.5% 59.9% 54.3% 62.8% 54.3% 51.4% 59.9% 51.4% 41.5% 54.3% 41.5% 50.5% 51.4% 50.5% 58.4% 41.5% 58.4% 53.6% 50.5% 53.6% 50.5% 58.4% 50.5% 56.7% 53.6% 56.7% 50.6% 50.5% 50.6% 53.9% 56.7% 53.9% 52.0% 50.6% 52.0% 62.2% 53.9% 62.2% 50.7% 52.0% 50.7% 51.6% 62.2% 51.6% 53.5% 50.7% 53.5% 51.4% 51.6% 51.4% 68.5% 53.5% 68.5% 47.2% 51.4% 47.2% 56.1% 68.5% 56.1% 39.0% 47.2% 39.0% 56.9% 56.1% 56.9% 62.2% 39.0% 62.2% 44.9% 56.9% 44.9% 46.9% 62.2% 46.9% 42.8% 44.9% 42.8% 53.5% 46.9% 53.5% 55.1% 42.8% 55.1% 53.5%

107

25.2%

19.6%

55.1%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

29 29 29

GREININGARSKÝRSLA

Reykjavík og Ísland sem sumarog vetraráfangastaðir

Reykjavík og Ísland sem sumarog vetraráfangastaðir How$strongly$do$you$agree$or$disagree$with$the$following$statements?$ |$Iceland$is$an$ideal$summer$des8na8on$ Strongly)disagree) 1%)

Rather)disagree) 3%) 4.0%% 14.1%%

Neutral) 14%)

82.0%%

Strongly)agree) 47%)

Rather)agree) 35%)

Strongly)or)rather)disagree) Neutral)

Strongly)agree

14.1% 12.7% 15.2% 11.9% 12.6% 13.6% 14.2% 16.4% 16.4% 16.5% 13.5% 13.2% 23.3% 15.4% 14.4% 13.6% 18.6% 22.4% 19.0% 11.1% 14.0% 19.9% 10.4% 9.8% 12.6% 13.6% 10.3% 17.1% 17.9% 17.5% 11.1% 12.0%

34.9% 32.9% 36.9% 28.7% 33.3% 35.4% 35.8% 36.7% 31.8% 33.3% 35.3% 35.5% 40.0% 31.1% 34.5% 35.5% 37.9% 27.6% 39.6% 32.2% 35.9% 36.7% 31.0% 32.7% 34.7% 38.6% 31.6% 40.0% 35.5% 36.3% 27.1% 26.9%

47.0% 50.7% 43.6% 55.3% 49.7% 46.6% 46.0% 43.6% 43.1% 47.0% 47.3% 46.9% 26.7% 50.8% 45.3% 48.3% 40.7% 42.1% 36.5% 53.2% 47.5% 37.3% 54.1% 55.3% 46.7% 41.8% 53.0% 36.9% 36.2% 38.9% 58.3% 53.7%

Scale)155 4.24 4.30 4.19 4.35 4.28 4.24 4.23 4.20 4.07 4.23 4.25 4.24 3.83 4.29 4.18 4.29 4.17 4.01 4.07 4.35 4.28 4.04 4.34 4.41 4.21 4.16 4.32 4.07 3.95 4.05 4.39 4.23

Count 20,752 9,727 10,784 1,567 2,233 6,714 7,228 2,766 195 3,975 5,766 10,506 30 254 8,629 11,412 145 76 7,559 12,962 10,089 1,735 1,288 1,249 959 899 854 672 608 584 144 108

Strongly)or)rather)agree

Rather)agree

3.3% 3.1% 3.6% 3.6% 3.6% 3.6% 3.3% 2.6% 6.2% 2.6% 3.2% 3.7% 10.0% 2.0% 4.9% 2.2% 2.8% 5.3% 4.2% 2.9% 2.2% 5.2% 4.0% 1.8% 4.9% 5.8% 4.1% 4.6% 7.4% 6.2% 2.1% 3.7%

Neutral

0.7% 0.6% 0.7% 0.5% 0.8% 0.7% 0.7% 0.6% 2.6% 0.6% 0.7% 0.6% 0.0% 0.8% 1.0% 0.4% 0.0% 2.6% 0.8% 0.6% 0.4% 0.9% 0.5% 0.2% 1.0% 0.2% 0.9% 1.3% 3.0% 1.2% 1.4% 3.7%

Strongly)or)rather)disagree

Rather)disagree

How)strongly)do)you)agree)or)disagree)with)the)following) statements?)|)Iceland)is)an)ideal)summer)destination Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree

Strongly)or)rather)agree)

4.0% 3.7% 4.3% 4.1% 4.4% 4.3% 3.9% 3.2% 8.7% 3.3% 3.9% 4.3% 10.0% 2.8% 5.9% 2.6% 2.8% 7.9% 4.9% 3.5% 2.6% 6.1% 4.5% 2.1% 5.9% 6.0% 5.0% 6.0% 10.4% 7.4% 3.5% 7.4%

14.1% 12.7% 15.2% 11.9% 12.6% 13.6% 14.2% 16.4% 16.4% 16.5% 13.5% 13.2% 23.3% 15.4% 14.4% 13.6% 18.6% 22.4% 19.0% 11.1% 14.0% 19.9% 10.4% 9.8% 12.6% 13.6% 10.3% 17.1% 17.9% 17.5% 11.1% 12.0%

82.0% 83.6% 80.5% 84.0% 83.0% 82.1% 81.9% 80.4% 74.9% 80.3% 82.6% 82.4% 66.7% 81.9% 79.8% 83.8% 78.6% 69.7% 76.1% 85.4% 83.3% 74.0% 85.1% 88.1% 81.4% 80.4% 84.7% 76.9% 71.7% 75.2% 85.4% 80.6%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Tenging lykilorða Reykjavík – Uppröðun Tenging lykilorða viðvið Reykjavík – Uppröðun orðaparaorðapara

Þátttakendum voru sýnd nokkur orðapör og þeir beðnir að meta hversu vel þau ættu við Reykjavík. Spurningin var svohljóðandi: “Please rank how well the following words (those on the left) apply to Reykjavik. As you approach the higher end of the ranking scale you are moving closer to the words opposite (the word on the right).” Orðapörin voru unnin upp úr greiningu á rýnihópum. Sjá má að þátttakendur voru fremur sammála um að valin orð ættu við Reykjavík. Borgin er talin ævintýraleg, listræn, hrein, öðruvísi, umhverfisvæn, vinaleg, landfræðilega virk, græn, litrík, örugg, róleg, í tísku, einstök, ósvikin, endurnærandi og örvandi.

1$=$Geologically$ac5ve$

49%$

29%$

2.9%& 6.3%& 3$

13%$

6%$

90.8%&

2%$

1%$

7$=$Not$Geologically$ac5ve$

0%$ 0%$

Geologically*ac+ve*side*(113)* 10%$

20%$

30%$

40%$

50%$

Neutral*(4)*

60%$

7"="Not"Geologically"active

12.1% 13.8% 11.3% 12.8% 17.6% 14.5% 15.4% 16.4% 14.5% 14.1% 15.9% 15.3% 18.6% 11.3%

5.9% 6.6% 5.0% 7.3% 6.8% 6.2% 7.1% 8.7% 9.4% 7.2% 8.9% 6.2% 11.7% 3.8%

1.1% 1.7% 1.2% 2.1% 2.0% 1.8% 1.3% 2.3% 1.9% 1.9% 1.5% 1.9% 2.1% 0.9%

0.7% 1.0% 0.8% 0.6% 1.2% 1.3% 0.9% 1.4% 1.2% 0.7% 1.5% 0.7% 0.7% 0.9%

0.5% 0.5% 0.5% 0.7% 0.2% 0.6% 0.5% 0.1% 0.7% 0.0% 0.3% 0.7% 0.7% 0.9%

Scale"177 1.82 1.91 1.75 1.92 2.04 1.93 1.97 2.09 2.05 1.97 2.05 1.97 2.18 1.87

Count 7,515 12,910 10,040 1,731 1,278 1,249 957 897 848 676 597 580 145 106

Not"Geologically"active"side"(577)

29.1% 28.6% 26.2% 29.1% 33.6% 28.9% 32.4% 33.3% 30.1% 35.7% 30.5% 32.2% 29.7% 38.7%

Neutral"(4)

50.6% 47.8% 55.0% 47.4% 38.6% 46.8% 42.4% 37.7% 42.2% 40.4% 41.4% 42.9% 36.6% 43.4%

Geologically"active"side"(173)

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Geologically"active"|"7"="Not"Geologically"active Been"to"Reykjavík Never"been Have"been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern"Europe Southern"Europe

1"="Geologically"active

Not*Geologically*ac+ve*side*(517)*

91.8% 90.2% 92.6% 89.3% 89.8% 90.2% 90.2% 87.4% 86.8% 90.1% 87.8% 90.5% 84.8% 93.4%

5.9% 6.6% 5.0% 7.3% 6.8% 6.2% 7.1% 8.7% 9.4% 7.2% 8.9% 6.2% 11.7% 3.8%

2.3% 3.2% 2.4% 3.4% 3.4% 3.6% 2.7% 3.9% 3.8% 2.7% 3.4% 3.3% 3.4% 2.8%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

1$=$Friendly$

43%$

1$=$Friendly$ 1$=$Friendly$ 2$

43%$ 43%$

33%$

2$ 2$ 3$

14%$

3$ 3$ 4$

1%$

5$ 5$ 6$

1%$ 1%$ 1%$

91.0%&

7%$ 7%$

91.0%& 91.0%&

Friendly)side)(1-3))

1%$ 1%$ 0%$

15%$ 15%$

20%$ 20%$

25%$ 25%$

30%$ 30%$

35%$ 35%$

40%$ 40%$

45%$ 45%$

50%$ 50%$

17.4% 12.7% 17.4% 14.8% 17.4% 12.7% 15.4% 12.7% 14.8% 11.8% 14.8% 15.4% 15.3% 15.4% 11.8% 13.1% 11.8% 15.3% 12.0% 15.3% 13.1% 13.1% 12.0% 17.4% 12.0% 13.1% 14.2% 13.1% 17.4% 12.6% 17.4% 14.2% 11.7% 14.2% 12.6% 15.9% 12.6% 11.7% 11.7% 15.9% 15.9%

9.4% 4.9% 9.4% 7.2% 9.4% 4.9% 8.0% 4.9% 7.2% 3.5% 7.2% 8.0% 5.6% 8.0% 3.5% 6.7% 3.5% 5.6% 3.1% 5.6% 6.7% 6.9% 6.7% 3.1% 6.1% 3.1% 6.9% 5.7% 6.9% 6.1% 4.7% 6.1% 5.7% 5.5% 5.7% 4.7% 4.7% 5.5% 5.5% 4.7% 4.7%

1.1% 1.7% 1.1% 1.5% 1.1% 1.7% 1.6% 1.7% 1.5% 0.7% 1.5% 1.6% 1.6% 0.7% 1.8% 0.7% 1.6% 0.9% 1.6% 1.8% 2.0% 1.8% 0.9% 0.9% 2.0% 2.7% 2.0% 0.9% 0.9% 2.7% 1.4% 2.7% 0.9% 0.9% 1.4% 1.4% 0.9% 0.9%

0.6% 0.6% 0.6% 0.5% 0.6% 0.6% 0.5% 0.6% 0.5% 0.4% 0.5% 0.5% 0.4% 0.5% 0.4% 0.6% 0.4% 0.4% 1.0% 0.4% 0.6% 0.5% 0.6% 1.0% 0.6% 1.0% 0.5% 0.3% 0.5% 0.6% 0.9% 0.6% 0.3% 0.0% 0.3% 0.9% 0.0% 0.9% 0.0% 0.0% 0.0% 0.0% 66

36.1% 31.9% 36.1% 31.1% 36.1% 31.9% 34.4% 31.9% 31.1% 40.1% 31.1% 34.4% 34.9% 34.4% 40.1% 33.8% 40.1% 34.9% 39.8% 34.9% 33.8% 36.6% 33.8% 39.8% 42.6% 39.8% 36.6% 33.7% 36.6% 42.6% 35.8% 42.6% 33.7% 23.4% 33.7% 35.8% 29.9% 35.8% 23.4% 23.4% 29.9% 29.9%

35.1% 47.8% 35.1% 44.3% 35.1% 47.8% 39.7% 47.8% 44.3% 43.3% 44.3% 39.7% 41.8% 39.7% 43.3% 43.7% 43.3% 41.8% 42.7% 41.8% 43.7% 40.0% 43.7% 42.7% 32.3% 42.7% 40.0% 42.9% 40.0% 32.3% 44.9% 32.3% 42.9% 57.9% 42.9% 44.9% 48.6% 44.9% 57.9% 57.9% 48.6% 48.6%

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Friendly"|"7"="Unfriendly Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Been"to"Reykjavík Never"been Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Friendly"|"7"="UnfriendlyHave"been Friendly"|"7"="Unfriendly Been"to"Reykjavík Never"been Country USA Been"to"Reykjavík Never"been Have"been UK Have"been Country USA Germany Country USA UK Canada UK Germany Denmark Germany Canada Netherlands Canada Denmark France Denmark Netherlands Finland Netherlands France Norway France Finland Sweden Finland Norway Eastern"Europe Norway Sweden Southern"Europe Sweden Eastern"Europe Eastern"Europe Southern"Europe Southern"Europe

Unfriendly)side)(5-7)) Unfriendly)side)(5-7))

0.4% 0.5% 0.4% 0.5% 0.4% 0.5% 0.3% 0.5% 0.5% 0.2% 0.5% 0.3% 0.4% 0.3% 0.2% 0.3% 0.2% 0.4% 0.4% 0.3% 0.8% 0.3% 0.4% 0.1% 0.4% 0.8% 0.5% 0.8% 0.1% 0.3% 0.1% 0.5% 0.0% 0.5% 0.3% 0.0% 0.3% 0.0% 0.0% 0.0% 0.0%

Scale"177 2.09 Scale"177 1.84 Scale"177 2.09 1.94 2.09 1.84 2.00 1.84 1.94 1.80 1.94 2.00 1.93 2.00 1.80 1.92 1.80 1.93 1.85 1.93 1.92 1.99 1.92 1.85 2.03 1.85 1.99 1.95 1.99 2.03 1.85 2.03 1.95 1.69 1.95 1.85 1.79 1.85 1.69 1.69 1.79 1.79

Count 7,449 Count 12,823 Count 7,449 9,951 7,449 12,823 1,716 12,823 9,951 1,273 9,951 1,716 1,240 1,716 1,273 953 1,273 1,240 890 1,240 953 838 953 890 674 890 838 597 838 674 573 674 597 145 597 573 107 573 145 145 107 107

88.6% 92.4% 88.6% 90.3% 88.6% 92.4% 89.5% 92.4% 90.3% 95.2% 90.3% 89.5% 92.0% 89.5% 95.2% 90.6% 95.2% 92.0% 94.5% 92.0% 90.6% 89.7% 90.6% 94.5% 92.3% 94.5% 89.7% 90.8% 89.7% 92.3% 93.2% 92.3% 90.8% 93.1% 90.8% 93.2% 94.4% 93.2% 93.1% 93.1% 94.4% 94.4%

Unfriendly"side"(577) Unfriendly"side"(577) Unfriendly"side"(577)

10%$ 10%$

Neutral)(4)) Friendly)side)(1-3)) Friendly)side)(1-3)) Unfriendly)side)(5-7)) Neutral)(4)) Neutral)(4))

Neutral"(4) Neutral"(4) Neutral"(4)

50%$

Friendly"side"(173) Friendly"side"(173) Friendly"side"(173)

45%$

7"="Unfriendly 7"="Unfriendly 7"="Unfriendly

40%$

35%$

30%$

25%$

20%$

5%$ 5%$

15%$

0%$ 0%$

10%$

7$=$Unfriendly$ 0%$ 7$=$Unfriendly$ 0%$ 0%$ 5%$

1"="Friendly 1"="Friendly 1"="Friendly

6$ 6$ 7$=$Unfriendly$

2.5%& 6.6%& 2.5%& 6.6%&

14%$ 14%$

7%$

4$ 4$ 5$

2.5%& 6.6%&

33%$ 33%$

2.1% 2.7% 2.1% 2.6% 2.1% 2.7% 2.4% 2.7% 2.6% 1.3% 2.6% 2.4% 2.4% 1.3% 2.7% 1.3% 2.4% 2.4% 2.7% 3.3% 2.7% 2.4% 1.6% 2.4% 3.3% 3.5% 3.3% 1.6% 2.1% 1.6% 3.5% 1.4% 3.5% 2.1% 0.9% 2.1% 1.4% 1.4% 0.9% 0.9%

1.5%% 4.6%% 1$=$Environmentally$friendly$

46%$

1$=$Environmentally$friendly$ 1$=$Environmentally$friendly$ 2$

36%$ 36%$

12%$

20%$

25%$

30%$

35%$

40%$

45%$

Pollu:ng-side-(537)Pollu:ng-side-(537)-

50%$

5.0% 4.3% 5.0% 3.5% 5.0% 4.3% 5.3% 4.3% 3.5% 6.3% 3.5% 5.3% 2.8% 5.3% 6.3% 7.8% 6.3% 2.8% 4.6% 2.8% 7.8% 4.6% 7.8% 4.6% 5.9% 4.6% 4.6% 10.0% 4.6% 5.9% 6.9% 5.9% 10.0% 3.4% 10.0% 6.9% 3.8% 6.9% 3.4% 3.4% 3.8% 3.8%

0.6% 0.8% 0.6% 0.5% 0.6% 0.8% 1.0% 0.8% 0.5% 0.8% 0.5% 1.0% 0.6% 1.0% 0.8% 1.3% 0.8% 0.6% 0.4% 0.6% 1.3% 0.8% 1.3% 0.4% 0.4% 0.8% 1.7% 0.8% 0.4% 1.5% 0.4% 1.7% 1.4% 1.7% 1.5% 0.0% 1.5% 1.4% 1.4% 0.0% 0.0%

0.4% 0.3% 0.4% 0.2% 0.4% 0.3% 0.4% 0.3% 0.2% 0.1% 0.2% 0.4% 0.4% 0.1% 1.1% 0.1% 0.4% 0.9% 0.4% 1.1% 0.2% 1.1% 0.9% 0.7% 0.9% 0.2% 0.0% 0.2% 0.7% 0.7% 0.0% 0.0% 0.7% 1.0% 0.7% 0.0% 0.0% 1.0% 1.0%

0.4% 0.4% 0.4% 0.3% 0.4% 0.4% 0.3% 0.4% 0.3% 0.5% 0.3% 0.3% 0.4% 0.3% 0.5% 0.5% 0.4% 0.2% 0.4% 0.5% 0.6% 0.5% 0.2% 0.4% 0.2% 0.6% 0.3% 0.6% 0.4% 0.9% 0.4% 0.3% 0.0% 0.3% 0.9% 0.0% 0.9% 0.0% 0.0% 0.0% 0.0%

Scale"1=7 1.84 Scale"1=7 1.79 Scale"1=7 1.84 1.68 1.84 1.79 1.91 1.79 1.68 2.00 1.68 1.91 1.75 1.91 2.00 2.10 2.00 1.75 1.93 1.75 2.10 1.82 2.10 1.93 2.08 1.93 1.82 2.14 1.82 2.08 2.05 2.08 2.14 1.58 2.14 2.05 1.52 2.05 1.58 1.58 1.52 1.52

Count 7,510 Count 12,938 Count 7,510 10,042 7,510 12,938 1,734 12,938 10,042 1,284 10,042 1,734 1,247 1,734 1,284 957 1,284 1,247 898 1,247 957 848 957 898 675 898 848 598 848 675 581 675 598 146 598 581 105 581 146 146 105 105

93.5% 94.2% 93.5% 95.5% 93.5% 94.2% 93.0% 94.2% 95.5% 92.4% 95.5% 93.0% 95.8% 93.0% 92.4% 89.2% 92.4% 95.8% 93.9% 95.8% 89.2% 93.8% 89.2% 93.9% 92.4% 93.9% 93.8% 88.0% 93.8% 92.4% 90.0% 92.4% 88.0% 95.2% 88.0% 90.0% 95.2% 90.0% 95.2% 95.2% 95.2% 95.2%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

Polluting"side"(5=7) Polluting"side"(5=7) Polluting"side"(5=7)

12.7% 11.8% 12.7% 9.9% 12.7% 11.8% 14.2% 11.8% 9.9% 15.2% 9.9% 14.2% 11.5% 14.2% 15.2% 17.8% 15.2% 11.5% 13.8% 11.5% 17.8% 11.8% 17.8% 13.8% 17.3% 13.8% 11.8% 19.7% 11.8% 17.3% 16.2% 17.3% 19.7% 6.8% 19.7% 16.2% 6.7% 16.2% 6.8% 6.8% 6.7% 6.7%

Neutral"(4) Neutral"(4) Neutral"(4)

36.3% 35.7% 36.3% 33.1% 36.3% 35.7% 38.7% 35.7% 33.1% 44.9% 33.1% 38.7% 37.0% 38.7% 44.9% 37.4% 44.9% 37.0% 44.1% 37.0% 37.4% 36.7% 37.4% 44.1% 47.7% 44.1% 36.7% 36.1% 36.7% 47.7% 37.3% 47.7% 36.1% 28.8% 36.1% 37.3% 22.9% 37.3% 28.8% 28.8% 22.9% 22.9%

Environmentally"friendly"side"(1=3) Environmentally"friendly"side"(1=3) Environmentally"friendly"side"(1=3)

44.5% 46.7% 44.5% 52.4% 44.5% 46.7% 40.1% 46.7% 52.4% 32.3% 52.4% 40.1% 47.3% 40.1% 32.3% 34.1% 32.3% 47.3% 36.0% 47.3% 34.1% 45.3% 34.1% 36.0% 27.4% 36.0% 45.3% 32.1% 45.3% 27.4% 36.5% 27.4% 32.1% 59.6% 32.1% 36.5% 65.7% 36.5% 59.6% 59.6% 65.7% 65.7%

7"="Polluting 7"="Polluting 7"="Polluting

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Environmentally"friendly"|"7"="Polluting Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Been"to"Reykjavík Never"been Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Environmentally"friendly"|"7"="Polluting Have"been Environmentally"friendly"|"7"="Polluting Been"to"Reykjavík Never"been Country USA Been"to"Reykjavík Never"been Have"been UK Have"been Country USA Germany Country USA UK Canada UK Germany Denmark Germany Canada Netherlands Canada Denmark France Denmark Netherlands Finland Netherlands France Norway France Finland Sweden Finland Norway Eastern"Europe Norway Sweden Southern"Europe Sweden Eastern"Europe Eastern"Europe Southern"Europe Southern"Europe

10%$ 15%$ 20%$ 25%$ 30%$ 35%$ 40%$ 45%$ 50%$ 10%$ 15%$ 20%$ 25%$ 30%$ 35%$ 40%$ 45%$ 50%$

5%$ 5%$

15%$

0%$ 0%$

10%$

7$=$Pollu<ng$ 0%$ 0%$5%$ 7$=$Pollu<ng$ 0%$

0%$ 0%$ 0%$

6$ 6$ 7$=$Pollu<ng$

1%$ 1%$ 0%$

Environmentally-friendly-side(133)Environmentally-friendly-sideEnvironmentally-friendly-sideNeutral-(4)(133)(133)Neutral-(4)Neutral-(4)Pollu:ng-side-(537)-

5$ 5$ 6$

5%$ 5%$

1%$

93.9%% 93.9%%

4$ 4$ 5$

93.9%%

12%$ 12%$

5%$

1"="Environmentally"friendly 1"="Environmentally"friendly 1"="Environmentally"friendly

3$ 3$ 4$

46%$ 46%$

36%$

2$ 2$ 3$

1.5%% 4.6%% 1.5%% 4.6%%

1.5% 1.5% 1.5% 1.0% 1.5% 1.5% 1.7% 1.5% 1.0% 1.3% 1.0% 1.7% 1.4% 1.7% 1.3% 2.9% 1.3% 1.4% 1.6% 1.4% 2.9% 1.7% 2.9% 1.6% 1.6% 1.7% 2.0% 1.7% 1.6% 3.1% 1.6% 2.0% 1.4% 2.0% 3.1% 1.0% 3.1% 1.4% 1.4% 1.0% 1.0%

GREININGARSKÝRSLA

32 32 32

1$=$Clean$

51%$

1$=$Clean$

51%$

2$ 1$=$Clean$ 2$

34%$

3$ 2$ 3$

34%$

9%$

2.0%& 3.8%&

4%$ 9%$

4%$

5$ 4$ 5$

1%$

6$ 5$ 6$

1%$ 1%$ 1%$

7$=$Dirty$ 6$ 7$=$Dirty$

1%$ 1%$ 1%$

1%$

94.2%& 94.2%&

Clean&side&(1,3)& Neutral&(4)& Clean&side&(1,3)& Dirty&side&(5,7)& Neutral&(4)& 50%$

60%$

10%$

20%$

30%$

40%$

50%$

60%$

8.2% 5.6%

1$=$Diﬀerent$

34%$ 34%$

2$ 1$=$Diﬀerent$ 2$

34%$

0.6% 0.6% 0.6% 0.6% 0.6% 0.9% 0.6% 0.6% 0.3% 0.9% 0.6% 0.3% 0.3% 0.6% 0.8% 0.3% 0.9% 1.1% 0.8% 0.3% 0.6% 1.1% 0.3% 0.6% 0.6% 0.8% 0.8% 0.6% 1.1% 0.5% 0.8% 0.6% 0.0% 0.5% 0.6% 0.0% 0.0% 0.8% 0.0% 0.5% 0.0% 0.0%

0.6% 1.0% 0.6% 0.7% 1.0% 0.8% 0.7% 0.6% 1.3% 0.8% 1.0% 0.9% 1.3% 0.7% 1.0% 0.9% 0.8% 0.8% 1.0% 1.3% 0.5% 0.8% 0.9% 0.7% 0.5% 1.0% 1.5% 0.7% 0.8% 1.9% 1.5% 0.5% 0.7% 1.9% 0.7% 0.9% 0.7% 1.5% 0.9% 1.9% 0.7% 0.9%

5.3% 2.9% 5.3% 3.0% 2.9% 3.2% 3.0% 5.3% 5.2% 3.2% 2.9% 3.0% 5.2% 3.0% 5.6% 3.0% 3.2% 3.0% 5.6% 5.2% 4.6% 3.0% 3.0% 5.3% 4.6% 5.6% 7.7% 5.3% 3.0% 5.9% 7.7% 4.6% 3.4% 5.9% 5.3% 4.7% 3.4% 7.7% 4.7% 5.9% 3.4% 4.7%

11.6% 8.2% 11.6% 8.7% 8.2% 9.1% 8.7% 11.6% 13.7% 9.1% 8.2% 8.5% 13.7% 8.7% 11.4% 8.5% 9.1% 8.8% 11.4% 13.7% 8.5% 8.8% 8.5% 11.3% 8.5% 11.4% 14.5% 11.3% 8.8% 13.2% 14.5% 8.5% 8.2% 13.2% 11.3% 5.6% 8.2% 14.5% 5.6% 13.2%

1$=$Diﬀerent$

0.6% 0.5% 0.6% 0.5% 0.5% 0.6% 0.5% 0.6% 0.2% 0.6% 0.5% 0.2% 0.2% 0.5% 1.0% 0.2% 0.6% 0.4% 1.0% 0.2% 0.6% 0.4% 0.2% 0.0% 0.6% 1.0% 0.5% 0.0% 0.4% 0.7% 0.5% 0.6% 0.0% 0.7% 0.0% 0.0% 0.0% 0.5% 0.0% 0.7% 0.0% 0.0%

Scale"167 1.84 Scale"167 1.68 1.84 1.66 1.68 Scale"167 1.74 1.66 1.84 1.93 1.74 1.68 1.65 1.93 1.66 1.91 1.65 1.74 1.79 1.91 1.93 1.75 1.79 1.65 1.88 1.75 1.91 2.03 1.88 1.79 1.96 2.03 1.75 1.68 1.96 1.88 1.60 1.68 2.03 1.60 1.96 1.68 1.60

93.4%& 18%$

4%$

Diﬀerent(side((1-3)( Diﬀerent(side((1-3)( Neutral((4)(

7$=$Ordinary$ 0%$ 0%$ 5%$

10%$

15%$

20%$

25%$

30%$

35%$

40%$

45%$

10%$

15%$

20%$

25%$

30%$

35%$

40%$

45%$

Ordinary(side((5-7)(

4.5% 4.3% 4.5% 3.5% 4.3% 4.9% 3.5% 4.5% 5.6% 4.9% 4.3% 3.0% 5.6% 3.5% 8.0% 3.0% 4.9% 5.3% 8.0% 5.6% 5.2% 5.3% 3.0% 3.7% 5.2% 8.0% 7.0% 3.7% 5.3% 5.2% 7.0% 5.2% 4.1% 5.2% 3.7% 11.2% 4.1% 7.0% 11.2% 5.2% 4.1% 11.2%

1.0% 1.5% 1.0% 0.9% 1.5% 1.2% 0.9% 1.0% 1.6% 1.2% 1.5% 1.2% 1.6% 0.9% 3.6% 1.2% 1.2% 2.1% 3.6% 1.6% 2.1% 2.1% 1.2% 0.6% 2.1% 3.6% 2.5% 0.6% 2.1% 1.4% 2.5% 2.1% 2.1% 1.4% 0.6% 0.9% 2.1% 2.5% 0.9% 1.4% 2.1% 0.9%

0.6% 0.6% 0.6% 0.5% 0.6% 0.3% 0.5% 0.6% 0.5% 0.3% 0.6% 0.5% 0.5% 0.5% 1.3% 0.5% 0.3% 0.7% 1.3% 0.5% 1.3% 0.7% 0.5% 0.7% 1.3% 1.3% 0.7% 0.7% 0.7% 1.0% 0.7% 1.3% 1.4% 1.0% 0.7% 0.0% 1.4% 0.7% 0.0% 1.0% 1.4% 0.0% 6

17.0% 19.3% 17.0% 17.7% 19.3% 16.1% 17.7% 17.0% 23.4% 16.1% 19.3% 14.7% 23.4% 17.7% 26.1% 14.7% 16.1% 19.9% 26.1% 23.4% 17.4% 19.9% 14.7% 16.9% 17.4% 26.1% 20.9% 16.9% 19.9% 22.8% 20.9% 17.4% 18.6% 22.8% 16.9% 14.0% 18.6% 20.9% 14.0% 22.8% 18.6% 14.0%

40.1% 40.7% 40.1% 39.6% 40.7% 41.8% 39.6% 40.1% 44.2% 41.8% 40.7% 40.2% 44.2% 39.6% 40.1% 40.2% 41.8% 44.9% 40.1% 44.2% 40.5% 44.9% 40.2% 45.4% 40.5% 40.1% 41.6% 45.4% 44.9% 39.3% 41.6% 40.5% 34.5% 39.3% 45.4% 28.0% 34.5% 41.6% 28.0% 39.3% 34.5% 28.0%

36.4% 33.3% 36.4% 37.5% 33.3% 35.3% 37.5% 36.4% 24.3% 35.3% 33.3% 40.2% 24.3% 37.5% 20.7% 40.2% 35.3% 26.7% 20.7% 24.3% 32.6% 26.7% 40.2% 32.3% 32.6% 20.7% 26.6% 32.3% 26.7% 29.5% 26.6% 32.6% 39.3% 29.5% 32.3% 45.8% 39.3% 26.6% 45.8% 29.5% 39.3% 45.8%

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Different"|"7"="Ordinary Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Been"to"Reykjavík Never"been Different"|"7"="Ordinary Have"been Been"to"Reykjavík Never"been Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Country USA Different"|"7"="Ordinary Have"been UK Country USA Been"to"Reykjavík Never"been Germany UK Have"been Canada Germany Country USA Denmark Canada UK Netherlands Denmark Germany France Netherlands Canada Finland France Denmark Norway Finland Netherlands Sweden Norway France Eastern"Europe Sweden Finland Southern"Europe Eastern"Europe Norway Southern"Europe Sweden Eastern"Europe Southern"Europe

5%$

0%$

Neutral((4)( Ordinary(side((5-7)( Diﬀerent(side((1-3)( Ordinary(side((5-7)( Neutral((4)(

0.4% 0.3% 0.4% 0.3% 0.3% 0.3% 0.3% 0.4% 0.2% 0.3% 0.3% 0.2% 0.2% 0.3% 0.2% 0.2% 0.3% 0.4% 0.2% 0.2% 0.8% 0.4% 0.2% 0.3% 0.8% 0.2% 0.7% 0.3% 0.4% 0.9% 0.7% 0.8% 0.0% 0.9% 0.3% 0.0% 0.0% 0.7% 0.0% 0.9% 0.0% 0.0%

Scale"187 1.97 Scale"187 2.03 1.97 1.93 2.03 Scale"187 1.97 1.93 1.97 2.19 1.97 2.03 1.87 2.19 1.93 2.38 1.87 1.97 2.15 2.38 2.19 2.11 2.15 1.87 1.98 2.11 2.38 2.22 1.98 2.15 2.16 2.22 2.11 1.99 2.16 1.98 1.93 1.99 2.22 1.93 2.16 1.99 1.93

Count 7,500 Count 12,899 7,500 10,026 12,899 Count 1,726 10,026 7,500 1,276 1,726 12,899 1,246 1,276 10,026 957 1,246 1,726 894 957 1,276 844 894 1,246 674 844 957 598 674 894 580 598 844 145 580 674 107 145 598 107 580 145 107

93.5% 93.3% 93.5% 94.8% 93.3% 93.3% 94.8% 93.5% 91.9% 93.3% 93.3% 95.1% 91.9% 94.8% 86.9% 95.1% 93.3% 91.5% 86.9% 91.9% 90.5% 91.5% 95.1% 94.7% 90.5% 86.9% 89.1% 94.7% 91.5% 91.6% 89.1% 90.5% 92.4% 91.6% 94.7% 87.9% 92.4% 89.1% 87.9% 91.6% 92.4% 87.9%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

Ordinary"side"(587) Ordinary"side"(587) Ordinary"side"(587)

45%$

Neutral"(4) Neutral"(4) Neutral"(4)

40%$

Different"side"(183) Different"side"(183) Different"side"(183)

35%$

7"="Ordinary 7"="Ordinary 7"="Ordinary

30%$

25%$

20%$

15%$

10%$

5%$

1"="Different 1"="Different 1"="Different

0%$

0%$ 1%$ 0%$

93.4%&

4%$

1%$ 1%$ 1%$

93.4%&

6$ 5$ 6$

1%$

1.8% 2.1% 1.8% 1.8% 2.1% 2.3% 1.8% 1.8% 1.9% 2.3% 2.1% 1.4% 1.9% 1.8% 2.9% 1.4% 2.3% 2.3% 2.9% 1.9% 1.7% 2.3% 1.4% 1.3% 1.7% 2.9% 2.8% 1.3% 2.3% 3.1% 2.8% 1.7% 0.7% 3.1% 1.3% 0.9% 0.7% 2.8% 0.9% 3.1% 0.7% 0.9%

2.3%& 4.4%&

4%$

1%$

40%$

18%$

5$ 4$ 5$

146 107

92.9% 95.0% 92.9% 95.2% 95.0% 94.5% 95.2% 92.9% 92.9% 94.5% 95.0% 95.6% 92.9% 95.2% 91.5% 95.6% 94.5% 94.7% 91.5% 92.9% 93.7% 94.7% 95.6% 93.3% 93.7% 91.5% 89.5% 93.3% 94.7% 91.0% 89.5% 93.7% 95.9% 91.0% 93.3% 94.4% 95.9% 89.5% 94.4% 91.0% 95.9% 94.4%

2.3%& 4.4%&

40%$

18%$

4$ 3$ 4$

Count 7,494 Count 12,932 7,494 10,039 12,932 Count 1,733 10,039 7,494 1,279 1,733 12,932 1,245 1,279 10,039 961 1,245 1,733 899 961 1,279 845 899 1,245 675 845 961 598 675 899 577 598 845 146 577 675 107 146 598 107 577

2.3%& 4.4%& 40%$

3$ 2$ 3$

7$=$Ordinary$ 6$ 7$=$Ordinary$

Dirty&side&(5,7)&

35.9% 32.5% 35.9% 30.8% 32.5% 35.3% 30.8% 35.9% 41.4% 35.3% 32.5% 32.5% 41.4% 30.8% 36.3% 32.5% 35.3% 40.8% 36.3% 41.4% 36.1% 40.8% 32.5% 43.7% 36.1% 36.3% 37.6% 43.7% 40.8% 38.0% 37.6% 36.1% 38.4% 38.0% 43.7% 30.8% 38.4% 37.6% 30.8% 38.0% 38.4% 30.8%

45.5% 54.3% 45.5% 55.8% 54.3% 50.2% 55.8% 45.5% 37.8% 50.2% 54.3% 54.5% 37.8% 55.8% 43.7% 54.5% 50.2% 45.1% 43.7% 37.8% 49.1% 45.1% 54.5% 38.4% 49.1% 43.7% 37.3% 38.4% 45.1% 39.9% 37.3% 49.1% 49.3% 39.9% 38.4% 57.9% 49.3% 37.3% 57.9% 39.9% 49.3% 57.9%

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Clean"|"7"="Dirty Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Been"to"Reykjavík Never"been Clean"|"7"="Dirty Have"been Been"to"Reykjavík Never"been Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Country USA Have"been Clean"|"7"="Dirty UK Country USA Been"to"Reykjavík Never"been Germany UK Have"been Canada Germany Country USA Denmark Canada UK Netherlands Denmark Germany France Netherlands Canada Finland France Denmark Norway Finland Netherlands Sweden Norway France Eastern"Europe Sweden Finland Southern"Europe Eastern"Europe Norway Southern"Europe Sweden Eastern"Europe Southern"Europe

Dirty&side&(5,7)& Clean&side&(1,3)& Neutral&(4)&

Dirty"side"(567) Dirty"side"(567) Dirty"side"(567)

40%$

Neutral"(4) Neutral"(4) Neutral"(4)

30%$

Clean"side"(163) Clean"side"(163) Clean"side"(163)

20%$

7"="Dirty7"="Dirty 7"="Dirty

10%$

60%$

50%$

40%$

30%$

20%$

0%$

10%$

1"="Clean 1"="Clean 1"="Clean

0%$

94.2%&

4%$

7$=$Dirty$ 0%$ 1%$

2.0%& 3.8%&

9%$

4$ 3$ 4$

2.0%& 3.8%&

51%$

34%$

2.0% 2.4% 2.0% 1.7% 2.4% 1.9% 1.7% 2.0% 2.4% 1.9% 2.4% 1.8% 2.4% 1.7% 5.0% 1.8% 1.9% 3.2% 5.0% 2.4% 4.3% 3.2% 1.8% 1.6% 4.3% 5.0% 3.8% 1.6% 3.2% 3.3% 3.8% 4.3% 3.4% 3.3% 1.6% 0.9% 3.4% 3.8% 0.9% 3.3% 3.4% 0.9%

33 33 33 GREININGARSKÝRSLA

1$=$Refreshing$

37%$

1$=$Refreshing$ 1$=$Refreshing$

37%$ 37%$

38%$

2.4%& 5.8%&

2$ 2$

38%$ 38%$

2.4%& 5.8%&

17%$

3$ 3$

17%$ 17%$

6%$

4$ 4$

91.7%&

6%$ 6%$

1%$

5$ 5$

1%$ 1%$

Refreshing*side*(1.3)*

0%$

Refreshing*side*(1.3)* Neutral*(4)* 30%$

35%$

40%$

Neutral*(4)* Dull*side*(5.7)*

25%$ 25%$

30%$ 30%$

35%$ 35%$

40%$ 40%$

Dull*side*(5.7)*

18.0% 16.0% 18.0% 14.4% 16.0% 16.9% 14.4% 21.2% 16.9% 12.6% 21.2% 24.8% 12.6% 21.9% 24.8% 18.2% 21.9% 19.0% 18.2% 20.5% 19.0% 19.6% 20.5% 20.5% 19.6% 20.6% 20.5% 20.6%

7.0% 5.2% 7.0% 5.0% 5.2% 4.9% 5.0% 7.2% 4.9% 3.6% 7.2% 9.0% 3.6% 7.4% 9.0% 9.5% 7.4% 5.2% 9.5% 8.3% 5.2% 7.6% 8.3% 5.5% 7.6% 12.1% 5.5% 12.1%

1.1% 1.4% 1.1% 1.1% 1.4% 1.5% 1.1% 1.4% 1.5% 1.2% 1.4% 2.1% 1.2% 1.8% 2.1% 1.7% 1.8% 1.6% 1.7% 1.0% 1.6% 1.9% 1.0% 1.4% 1.9% 1.9% 1.4% 1.9%

0.6% 0.8% 0.6% 0.7% 0.8% 0.6% 0.7% 0.4% 0.6% 0.4% 0.4% 0.7% 0.4% 1.3% 0.7% 0.6% 1.3% 0.3% 0.6% 1.0% 0.3% 1.9% 1.0% 2.1% 1.9% 1.9% 2.1% 1.9%

1$=$Unique$

Scale"197 2.05 Scale"197 1.96 2.05 1.91 1.96 1.97 1.91 2.14 1.97 1.82 2.14 2.27 1.82 2.21 2.27 2.13 2.21 2.08 2.13 2.19 2.08 2.22 2.19 2.07 2.22 2.31 2.07 2.31

Count 7,417 Count 12,792 7,417 9,922 12,792 1,703 9,922 1,265 1,703 1,234 1,265 947 1,234 891 947 841 891 669 841 591 669 576 591 146 576 107 146 107

91.0%

7.0%

2.0%

92.2% 91.0% 92.8% 92.2% 92.8% 92.8% 90.9% 92.8% 94.6% 90.9% 87.8% 94.6% 89.2% 87.8% 88.0% 89.2% 92.5% 88.0% 89.0% 92.5% 88.0% 89.0% 91.1% 88.0% 84.1% 91.1% 84.1%

5.2% 7.0% 5.0% 5.2% 4.9% 5.0% 7.2% 4.9% 3.6% 7.2% 9.0% 3.6% 7.4% 9.0% 9.5% 7.4% 5.2% 9.5% 8.3% 5.2% 7.6% 8.3% 5.5% 7.6% 12.1% 5.5% 12.1%

2.6% 2.0% 2.2% 2.6% 2.3% 2.2% 1.9% 2.3% 1.8% 1.9% 3.3% 1.8% 3.4% 3.3% 2.5% 3.4% 2.2% 2.5% 2.7% 2.2% 4.3% 2.7% 3.4% 4.3% 3.7% 3.4% 3.7%

41%$ 41%$

35%$

2.2%& 5.5%&

2$ 2$

35%$ 35%$

2.2%& 5.5%&

16%$

3$ 3$

16%$ 16%$

6%$

4$ 4$

92.3%&

6%$ 6%$

92.3%&

1%$ 1%$ 1%$ 1%$

40%$

45%$

5%$ 5%$

10%$ 10%$

15%$ 15%$

20%$ 20%$

25%$ 25%$

30%$ 30%$

35%$ 35%$

40%$ 40%$

45%$ 45%$

36.2% 34.4% 36.2% 35.9% 34.4% 35.3% 35.9% 35.8% 35.3% 34.1% 35.8% 30.1% 34.1% 37.5% 30.1% 29.7% 37.5% 42.8% 29.7% 32.7% 42.8% 34.8% 32.7% 33.3% 34.8% 24.5% 33.3% 24.5%

16.7% 16.4% 16.7% 15.0% 16.4% 17.8% 15.0% 18.9% 17.8% 12.1% 18.9% 25.5% 12.1% 18.5% 25.5% 19.5% 18.5% 14.8% 19.5% 19.4% 14.8% 17.9% 19.4% 18.8% 17.9% 27.4% 18.8% 27.4%

6.1% 5.1% 6.1% 4.6% 5.1% 5.9% 4.6% 7.0% 5.9% 3.8% 7.0% 9.6% 3.8% 5.1% 9.6% 8.5% 5.1% 5.5% 8.5% 8.3% 5.5% 6.6% 8.3% 6.3% 6.6% 5.7% 6.3% 5.7%

1.2% 1.2% 1.2% 1.0% 1.2% 0.9% 1.0% 1.5% 0.9% 0.6% 1.5% 2.3% 0.6% 1.9% 2.3% 1.9% 1.9% 1.2% 1.9% 1.2% 1.2% 1.6% 1.2% 0.7% 1.6% 2.8% 0.7% 2.8%

0.5% 0.7% 0.5% 0.4% 0.7% 0.5% 0.4% 0.6% 0.5% 0.6% 0.6% 1.4% 0.6% 0.4% 1.4% 1.5% 0.4% 0.9% 1.5% 1.2% 0.9% 1.4% 1.2% 0.0% 1.4% 0.0% 0.0% 0.0%

39.0% 41.8% 39.0% 42.8% 41.8% 39.3% 42.8% 35.8% 39.3% 48.9% 35.8% 30.7% 48.9% 36.0% 30.7% 37.9% 36.0% 34.7% 37.9% 36.4% 34.7% 36.9% 36.4% 41.0% 36.9% 39.6% 41.0% 39.6%

Normal'side'(5,7)'

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Unique"|"7"="Normal Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Been"to"Reykjavík Never"been Unique"|"7"="Normal Have"been Been"to"Reykjavík Never"been Country USA Have"been UK Country USA Germany UK Canada Germany Denmark Canada Netherlands Denmark France Netherlands Finland France Norway Finland Sweden Norway Eastern"Europe Sweden Southern"Europe Eastern"Europe Southern"Europe

Neutral'(4)' Normal'side'(5,7)'

0.4% 0.4% 0.4% 0.3% 0.4% 0.3% 0.3% 0.4% 0.3% 0.0% 0.4% 0.4% 0.0% 0.4% 0.4% 1.0% 0.4% 0.1% 1.0% 0.8% 0.1% 0.7% 0.8% 0.0% 0.7% 0.0% 0.0% 0.0%

Scale"187 1.97 Scale"187 1.93 1.97 1.87 1.93 1.97 1.87 2.06 1.97 1.75 2.06 2.29 1.75 2.03 2.29 2.15 2.03 1.99 2.15 2.12 1.99 2.08 2.12 1.92 2.08 2.08 1.92 2.08

Count 7,470 Count 12,856 7,470 9,988 12,856 1,722 9,988 1,278 1,722 1,243 1,278 955 1,243 895 955 839 895 671 839 593 671 574 593 144 574 106 144 106

91.8% 92.6% 91.8% 93.7% 92.6% 92.4% 93.7% 90.5% 92.4% 95.1% 90.5% 86.3% 95.1% 92.1% 86.3% 87.1% 92.1% 92.3% 87.1% 88.5% 92.3% 89.7% 88.5% 93.1% 89.7% 91.5% 93.1% 91.5%

6.1% 5.1% 6.1% 4.6% 5.1% 5.9% 4.6% 7.0% 5.9% 3.8% 7.0% 9.6% 3.8% 5.1% 9.6% 8.5% 5.1% 5.5% 8.5% 8.3% 5.5% 6.6% 8.3% 6.3% 6.6% 5.7% 6.3% 5.7%

Normal"side"(587) Normal"side"(587) Normal"side"(587)

35%$

Neutral"(4) Neutral"(4) Neutral"(4)

30%$

7"="Normal 7"="Normal 7"="Normal

25%$

20%$

15%$

10%$

0%$ 0%$

5%$

0%$

Unique'side'(1,3)' Neutral'(4)'

0%$ 0%$

7$=$Normal$ 7$=$Normal$

Unique'side'(1,3)'

1%$ 1%$ 0%$

1"="Unique 1"="Unique 1"="Unique

6$ 6$ 7$=$Normal$

Unique"side"(183) Unique"side"(183) Unique"side"(183)

5$ 5$ 6$

0.4% 0.4% 0.4% 0.5% 0.4% 0.2% 0.5% 0.1% 0.2% 0.2% 0.1% 0.4% 0.2% 0.2% 0.4% 0.2% 0.2% 0.3% 0.2% 0.7% 0.3% 0.5% 0.7% 0.0% 0.5% 0.0% 0.0% 0.0%

41%$

1$=$Unique$ 1$=$Unique$

39.1% 36.8% 39.1% 36.7% 36.8% 38.8% 36.7% 42.1% 38.8% 38.0% 42.1% 35.7% 38.0% 39.7% 35.7% 37.1% 39.7% 44.8% 37.1% 40.1% 44.8% 39.6% 40.1% 33.6% 39.6% 36.4% 33.6% 36.4%

33.9% 39.4% 33.9% 41.7% 39.4% 37.1% 41.7% 27.6% 37.1% 43.9% 27.6% 27.2% 43.9% 27.6% 27.2% 32.7% 27.6% 28.7% 32.7% 28.4% 28.7% 28.8% 28.4% 37.0% 28.8% 27.1% 37.0% 27.1%

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Refreshing"|"7"="Dull Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Been"to"Reykjavík Never"been Refreshing"|"7"="Dull Have"been Been"to"Reykjavík Never"been Country USA Have"been UK Country USA Germany UK Canada Germany Denmark Canada Netherlands Denmark France Netherlands Finland France Norway Finland Sweden Norway Eastern"Europe Sweden Southern"Europe Eastern"Europe Southern"Europe

7"="Dull 7"="Dull 7"="Dull

25%$

20%$ 20%$

20%$

15%$ 15%$

15%$

10%$ 10%$

10%$

5%$ 5%$

5%$

0%$ 0%$

0%$

1"="Refreshing 1"="Refreshing 1"="Refreshing

7$=$Dull$ 7$=$Dull$

Refreshing"side"(193) Refreshing"side"(193) Refreshing"side"(193)

1%$ 1%$

7$=$Dull$

Dull"side"(597) Dull"side"(597) Dull"side"(597)

1%$

6$ 6$

Neutral"(4) Neutral"(4) Neutral"(4)

91.7%&

2.1% 2.2% 2.1% 1.7% 2.2% 1.7% 1.7% 2.5% 1.7% 1.1% 2.5% 4.1% 1.1% 2.8% 4.1% 4.4% 2.8% 2.2% 4.4% 3.2% 2.2% 3.7% 3.2% 0.7% 3.7% 2.8% 0.7% 2.8%

34 34 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

1#=#Safe#

55%#

1#=#Safe# 2#

55%#

32%#

1.4%& 3.4%& 2# 3#

8%#

3# 4#

8%#

3%#

Safe%side%(1+3)% 60%#

10%#

20%#

30%#

40%#

50%#

60%#

43.1% 62.5% 55.7% 43.1% 53.2% 62.5% 54.4% 55.7% 58.7% 53.2% 58.8% 54.4% 50.3% 58.7% 56.2% 58.8% 46.9% 50.3% 55.2% 56.2% 55.1% 46.9% 58.6% 55.2% 59.8% 55.1%

36.9% 28.4% 30.9% 36.9% 33.6% 28.4% 34.1% 30.9% 30.0% 33.6% 28.7% 34.1% 38.6% 30.0% 28.4% 28.7% 41.0% 38.6% 32.4% 28.4% 30.2% 41.0% 29.0% 32.4% 28.0% 30.2%

12.6% 5.7% 8.4% 12.6% 8.7% 5.7% 7.5% 8.4% 7.5% 8.7% 7.0% 7.5% 7.3% 7.5% 9.3% 7.0% 9.0% 7.3% 6.7% 9.3% 9.8% 9.0% 7.6% 6.7% 2.8% 9.8%

5.8% 2.0% 3.7% 5.8% 3.3% 2.0% 3.0% 3.7% 2.6% 3.3% 3.4% 3.0% 1.9% 2.6% 4.5% 3.4% 2.2% 1.9% 3.7% 4.5% 2.8% 2.2% 3.4% 3.7% 6.5% 2.8%

0.6% 0.5% 0.4% 0.6% 0.5% 0.5% 0.4% 0.4% 0.4% 0.5% 0.6% 0.4% 0.8% 0.4% 0.7% 0.6% 0.3% 0.8% 1.3% 0.7% 0.5% 0.3% 0.7% 1.3% 1.9% 0.5%

0.6% 0.4% 0.5% 0.6% 0.4% 0.4% 0.4% 0.5% 0.6% 0.4% 0.8% 0.4% 0.9% 0.6% 0.2% 0.8% 0.4% 0.9% 0.2% 0.2% 1.0% 0.4% 0.7% 0.2% 0.9% 1.0%

0.4% 0.4% 0.5% 0.4% 0.3% 0.4% 0.2% 0.5% 0.2% 0.3% 0.5% 0.2% 0.2% 0.2% 0.6% 0.5% 0.1% 0.2% 0.5% 0.6% 0.5% 0.1% 0.0% 0.5% 0.0% 0.5%

Scale"137 1.87 1.52 Scale"137 1.66 1.87 1.67 1.52 1.63 1.66 1.58 1.67 1.63 1.63 1.68 1.58 1.68 1.63 1.70 1.68 1.66 1.68 1.69 1.70 1.61 1.66 1.65 1.69

58.6% 59.8%

29.0% 28.0%

7.6% 2.8%

3.4% 6.5%

0.7% 1.9%

0.7% 0.9%

0.0% 0.0%

1.61 1.65

1$=$Inspiring$

Eastern"Europe Southern"Europe

Unsafe%side%(5+7)%

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"="Safe" |"7"="Unsafe Been"to"Reykjavík Never"been Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"="Safe" Have"been |"7"="Unsafe Country USA Been"to"Reykjavík Never"been UK Have"been Germany Country USA Canada UK Denmark Germany Netherlands Canada France Denmark Finland Netherlands Norway France Sweden Finland Eastern"Europe Norway Southern"Europe Sweden

Neutral%(4)% Safe%side%(1+3)% Unsafe%side%(5+7)% Neutral%(4)% Unsafe"side"(537) Unsafe"side"(537)

50%#

Neutral"(4) Neutral"(4)

40%#

Safe"side"(133) Safe"side"(133)

30%#

7"="Unsafe 7"="Unsafe

20%#

0%#

10%#

7#=#Unsafe# 0%# 0%#

1%# 0%#

6# 7#=#Unsafe#

95.2%&

1%# 1%#

5# 6#

95.2%&

3%#

1%#

1.4%& 3.4%&

1"="Safe1"="Safe

4# 5#

32%#

Count 7,487 12,876 Count 9,988 7,487 1,725 12,876 1,276 9,988 1,246 1,725 957 1,276 893 1,246 845 957 676 893 601 845 579 676 145 601 107 579

92.7% 96.7% 95.0% 92.7% 95.5% 96.7% 96.0% 95.0% 96.2% 95.5% 94.6% 96.0% 96.2% 96.2% 94.0% 94.6% 96.9% 96.2% 94.3% 94.0% 95.2% 96.9% 95.2% 94.3% 90.7% 95.2%

5.8% 2.0% 3.7% 5.8% 3.3% 2.0% 3.0% 3.7% 2.6% 3.3% 3.4% 3.0% 1.9% 2.6% 4.5% 3.4% 2.2% 1.9% 3.7% 4.5% 2.8% 2.2% 3.4% 3.7% 6.5% 2.8%

1.6% 1.3% 1.4% 1.6% 1.2% 1.3% 1.0% 1.4% 1.1% 1.2% 2.0% 1.0% 1.9% 1.1% 1.5% 2.0% 0.9% 1.9% 2.0% 1.5% 2.1% 0.9% 1.4% 2.0% 2.8% 2.1%

145 107

95.2% 90.7%

3.4% 6.5%

1.4% 2.8%

37%$

1$=$Inspiring$ 2$

35%$

2$ 3$

35%$

19%$

3$ 4$

37%$

1.7%& 7.5%& 1.7%& 7.5%&

19%$

8%$

90.7%&

1%$ 0%$

10%$

15%$

20%$

25%$

30%$

35%$

40%$

Neutral((4)( Inspiring(side((1-3)( Discouraging(side((5-7)( Neutral((4)(

5%$

10%$

15%$

20%$

25%$

30%$

35%$

40%$

Discouraging(side((5-7)(

1.0% 1.0% 0.9% 1.0% 0.5% 1.0% 0.9% 0.9% 1.1% 0.5% 1.5% 0.9% 1.0% 1.1% 1.2% 1.5% 0.9% 1.0% 1.3% 1.2% 1.6% 0.9% 3.4% 1.3% 2.8% 1.6%

0.3% 0.4% 0.3% 0.3% 0.4% 0.4% 0.1% 0.3% 0.1% 0.4% 0.7% 0.1% 0.6% 0.1% 0.2% 0.7% 0.2% 0.6% 1.2% 0.2% 1.2% 0.2% 0.7% 1.2% 0.0% 1.2%

0.4% 0.4% 0.4% 0.4% 0.4% 0.4% 0.3% 0.4% 0.2% 0.4% 0.2% 0.3% 0.6% 0.2% 0.2% 0.2% 0.3% 0.6% 0.3% 0.2% 0.5% 0.3% 0.0% 0.3% 0.0% 0.5%

Scale"197 2.07 2.00 Scale"197 2.02 2.07 2.04 2.00 1.97 2.02 1.85 2.04 2.26 1.97 2.12 1.85 2.00 2.26 2.02 2.12 2.14 2.00 2.10 2.02 1.91 2.14 2.09 2.10

Eastern"Europe Southern"Europe

48.3% 35.8%

31.0% 34.0%

6.9% 17.9%

9.7% 9.4%

3.4% 2.8%

0.7% 0.0%

0.0% 0.0%

1.91 2.09

8.5% 7.0% 8.0% 8.5% 8.3% 7.0% 5.7% 8.0% 4.3% 8.3% 9.7% 5.7% 7.5% 4.3% 8.5% 9.7% 5.1% 7.5% 7.2% 8.5% 7.4% 5.1% 9.7% 7.2% 9.4% 7.4%

19.1% 18.5% 18.6% 19.1% 18.5% 18.5% 17.7% 18.6% 16.1% 18.5% 26.2% 17.7% 21.4% 16.1% 15.3% 26.2% 20.0% 21.4% 21.5% 15.3% 17.7% 20.0% 6.9% 21.5% 17.9% 17.7%

35.7% 34.0% 33.7% 35.7% 35.6% 34.0% 38.2% 33.7% 34.8% 35.6% 33.3% 38.2% 36.7% 34.8% 36.7% 33.3% 40.8% 36.7% 36.4% 36.7% 37.0% 40.8% 31.0% 36.4% 34.0% 37.0%

35.1% 38.8% 38.1% 35.1% 36.3% 38.8% 37.1% 38.1% 43.5% 36.3% 28.4% 37.1% 32.3% 43.5% 37.9% 28.4% 32.8% 32.3% 32.0% 37.9% 34.7% 32.8% 48.3% 32.0% 35.8% 34.7%

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Inspiring"|"7"="Discouraging Been"to"Reykjavík Never"been Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Have"been Inspiring"|"7"="Discouraging Country USA Been"to"Reykjavík Never"been UK Have"been Germany Country USA Canada UK Denmark Germany Netherlands Canada France Denmark Finland Netherlands Norway France Sweden Finland Eastern"Europe Norway Southern"Europe Sweden

0%$

5%$

7"="Discouraging 7"="Discouraging

7$=$Discouraging$ 0%$ 0%$

Inspiring(side((1-3)(

0%$ 0%$

1"="Inspiring 1"="Inspiring

6$ 7$=$Discouraging$

90.7%&

Count 7,378 12,783 Count 9,884 7,378 1,695 12,783 1,266 9,884 1,236 1,695 943 1,266 896 1,236 837 943 665 896 596 837 571 665 145 596 106 571

89.9% 91.3% 90.4% 89.9% 90.4% 91.3% 93.0% 90.4% 94.4% 90.4% 87.9% 93.0% 90.4% 94.4% 89.8% 87.9% 93.5% 90.4% 89.9% 89.8% 89.3% 93.5% 86.2% 89.9% 87.7% 89.3%

8.5% 7.0% 8.0% 8.5% 8.3% 7.0% 5.7% 8.0% 4.3% 8.3% 9.7% 5.7% 7.5% 4.3% 8.5% 9.7% 5.1% 7.5% 7.2% 8.5% 7.4% 5.1% 9.7% 7.2% 9.4% 7.4%

1.7% 1.8% 1.6% 1.7% 1.2% 1.8% 1.3% 1.6% 1.3% 1.2% 2.4% 1.3% 2.1% 1.3% 1.7% 2.4% 1.4% 2.1% 2.9% 1.7% 3.3% 1.4% 4.1% 2.9% 2.8% 3.3%

145 106

86.2% 87.7%

9.7% 9.4%

4.1% 2.8%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

Discouraging"side"(597) Discouraging"side"(597)

5$ 6$

8%$

Neutral"(4) Neutral"(4)

1%$

Inspiring"side"(193) Inspiring"side"(193)

4$ 5$

GREININGARSKÝRSLA

1$=$Green$ 1$=$Green$

36%$ 36%$

2$ 2$

37%$ 37%$

3$ 3$

18%$ 18%$

4$ 4$

6%$ 6%$

5$ 5$

91.6%& 91.6%&

1%$ 1%$

Green%side%(1+3)% Green%side%(1+3)% Neutral%(4)% Neutral%(4)%

37.6% 37.6% 37.1% 37.1% 35.8% 35.8% 39.1% 39.1% 39.7% 39.7% 41.3% 41.3% 36.6% 36.6% 39.6% 39.6% 36.9% 36.9% 44.4% 44.4% 38.4% 38.4% 37.7% 37.7% 33.6% 33.6% 35.5% 35.5%

1$=$Tranquil$ 1$=$Tranquil$

17.5% 17.5% 18.4% 18.4% 15.1% 15.1% 21.1% 21.1% 25.1% 25.1% 16.0% 16.0% 23.1% 23.1% 20.4% 20.4% 19.5% 19.5% 22.0% 22.0% 23.7% 23.7% 23.1% 23.1% 15.1% 15.1% 17.8% 17.8%

35%$ 35%$

Industrial%side%(5+7)% Industrial%side%(5+7)%

40%$ 40%$

5.9% 5.9% 6.4% 6.4% 5.3% 5.3% 7.5% 7.5% 8.2% 8.2% 4.5% 4.5% 8.4% 8.4% 7.0% 7.0% 9.0% 9.0% 5.6% 5.6% 7.9% 7.9% 7.9% 7.9% 5.5% 5.5% 5.6% 5.6%

1.2% 1.2% 1.6% 1.6% 1.1% 1.1% 1.3% 1.3% 3.2% 3.2% 0.6% 0.6% 1.6% 1.6% 1.8% 1.8% 2.0% 2.0% 1.6% 1.6% 1.8% 1.8% 2.2% 2.2% 2.1% 2.1% 0.9% 0.9%

0.4% 0.4% 0.5% 0.5% 0.4% 0.4% 0.4% 0.4% 0.5% 0.5% 0.2% 0.2% 0.6% 0.6% 1.0% 1.0% 0.7% 0.7% 0.3% 0.3% 0.8% 0.8% 0.5% 0.5% 0.0% 0.0% 0.9% 0.9%

0.3% 0.3% 0.3% 0.3% 0.2% 0.2% 0.3% 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.5% 0.5% 0.0% 0.0% 0.3% 0.3% 0.3% 0.3% 0.7% 0.7% 0.0% 0.0%

Scale"187 Scale"187 1.99 1.99 2.04 2.04 1.90 1.90 2.13 2.13 2.31 2.31 1.92 1.92 2.19 2.19 2.14 2.14 2.17 2.17 2.13 2.13 2.23 2.23 2.21 2.21 1.92 1.92 1.96 1.96

Count Count 7,503 7,503 12,909 12,909 10,027 10,027 1,727 1,727 1,276 1,276 1,247 1,247 955 955 894 894 851 851 678 678 596 596 579 579 146 146 107 107

92.2% 92.2% 91.2% 91.2% 93.0% 93.0% 90.6% 90.6% 87.9% 87.9% 94.4% 94.4% 89.2% 89.2% 90.0% 90.0% 87.8% 87.8% 92.5% 92.5% 89.1% 89.1% 88.9% 88.9% 91.8% 91.8% 92.5% 92.5%

5.9% 5.9% 6.4% 6.4% 5.3% 5.3% 7.5% 7.5% 8.2% 8.2% 4.5% 4.5% 8.4% 8.4% 7.0% 7.0% 9.0% 9.0% 5.6% 5.6% 7.9% 7.9% 7.9% 7.9% 5.5% 5.5% 5.6% 5.6%

Industrial"side"(587) Industrial"side"(587)

37.1% 37.1% 35.8% 35.8% 42.1% 42.1% 30.3% 30.3% 23.1% 23.1% 37.0% 37.0% 29.4% 29.4% 30.1% 30.1% 31.4% 31.4% 26.1% 26.1% 27.0% 27.0% 28.2% 28.2% 43.2% 43.2% 39.3% 39.3%

30%$ 30%$

Neutral"(4) Neutral"(4)

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Green"|"7"="Industrial Green"|"7"="Industrial Been"to"Reykjavík Never"been Been"to"Reykjavík Never"been Have"been Have"been Country USA Country USA UK UK Germany Germany Canada Canada Denmark Denmark Netherlands Netherlands France France Finland Finland Norway Norway Sweden Sweden Eastern"Europe Eastern"Europe Southern"Europe Southern"Europe

25%$ 25%$

Green"side"(183) Green"side"(183)

20%$ 20%$

7"="Industrial 7"="Industrial

15%$ 15%$

10%$ 10%$

5%$ 5%$

0%$ 0%$

7$=$Industrial$ 7$=$Industrial$

0%$ 0%$

1"="Green 1"="Green

6$ 6$

0%$ 0%$

1.9% 1.9% 2.4% 2.4% 1.8% 1.8% 2.0% 2.0% 4.0% 4.0% 1.1% 1.1% 2.4% 2.4% 2.9% 2.9% 3.2% 3.2% 1.9% 1.9% 3.0% 3.0% 3.1% 3.1% 2.7% 2.7% 1.9% 1.9%

30%$ 30%$

2$ 2$

2.9%& 2.9%& 9.1%& 9.1%&

37%$ 37%$

3$ 3$

20%$ 20%$

4$ 4$

9%$ 9%$

87.9%& 87.9%&

2%$ 2%$

1%$ 1%$

Tranquil)side)(1/3)) Tranquil)side)(1/3)) Neutral)(4)) Neutral)(4))

0%$ 0%$

21.1% 21.1% 20.0% 20.0% 20.9% 20.9% 21.1% 21.1% 24.7% 24.7% 23.6% 23.6% 19.3% 19.3% 18.5% 18.5% 14.4% 14.4% 15.4% 15.4% 21.5% 21.5% 19.7% 19.7% 18.8% 18.8% 9.3% 9.3%

35%$ 35%$

Chao8c)side)(5/7)) Chao8c)side)(5/7))

40%$ 40%$

10.4% 10.4% 8.4% 8.4% 9.3% 9.3% 10.0% 10.0% 14.4% 14.4% 8.3% 8.3% 8.1% 8.1% 6.3% 6.3% 7.3% 7.3% 4.1% 4.1% 9.0% 9.0% 8.4% 8.4% 10.4% 10.4% 2.8% 2.8%

1.7% 1.7% 2.1% 2.1% 1.8% 1.8% 2.5% 2.5% 3.3% 3.3% 1.9% 1.9% 1.2% 1.2% 1.6% 1.6% 1.5% 1.5% 1.3% 1.3% 1.4% 1.4% 2.8% 2.8% 1.4% 1.4% 2.8% 2.8%

0.6% 0.6% 0.7% 0.7% 0.6% 0.6% 0.7% 0.7% 1.3% 1.3% 0.5% 0.5% 1.1% 1.1% 1.1% 1.1% 0.2% 0.2% 0.4% 0.4% 0.8% 0.8% 0.9% 0.9% 1.4% 1.4% 0.0% 0.0%

0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.5% 0.5% 0.2% 0.2% 0.1% 0.1% 0.0% 0.0% 0.4% 0.4% 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.0% 0.0% 0.0% 0.0%

Scale"197 Scale"197 2.23 2.23 2.16 2.16 2.18 2.18 2.26 2.26 2.54 2.54 2.19 2.19 2.15 2.15 2.09 2.09 1.95 1.95 1.97 1.97 2.22 2.22 2.20 2.20 2.19 2.19 1.71 1.71

Count Count 7,477 7,477 12,870 12,870 10,006 10,006 1,722 1,722 1,273 1,273 1,241 1,241 951 951 894 894 848 848 676 676 591 591 574 574 144 144 107 107

87.0% 87.0% 88.5% 88.5% 88.0% 88.0% 86.5% 86.5% 80.5% 80.5% 89.2% 89.2% 89.6% 89.6% 91.1% 91.1% 90.6% 90.6% 93.8% 93.8% 88.5% 88.5% 87.6% 87.6% 86.8% 86.8% 94.4% 94.4%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

10.4% 10.4% 8.4% 8.4% 9.3% 9.3% 10.0% 10.0% 14.4% 14.4% 8.3% 8.3% 8.1% 8.1% 6.3% 6.3% 7.3% 7.3% 4.1% 4.1% 9.0% 9.0% 8.4% 8.4% 10.4% 10.4% 2.8% 2.8%

Chaotic"side"(597) Chaotic"side"(597)

38.0% 38.0% 36.8% 36.8% 36.3% 36.3% 38.9% 38.9% 38.6% 38.6% 35.9% 35.9% 41.2% 41.2% 41.8% 41.8% 34.4% 34.4% 44.1% 44.1% 40.3% 40.3% 37.8% 37.8% 37.5% 37.5% 32.7% 32.7%

30%$ 30%$

7"="Chaotic 7"="Chaotic

27.9% 27.9% 31.6% 31.6% 30.8% 30.8% 26.5% 26.5% 17.2% 17.2% 29.7% 29.7% 29.0% 29.0% 30.8% 30.8% 41.7% 41.7% 34.3% 34.3% 26.7% 26.7% 30.1% 30.1% 30.6% 30.6% 52.3% 52.3%

25%$ 25%$

20%$ 20%$

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Tranquil"|"7"="Chaotic Tranquil"|"7"="Chaotic Been"to"Reykjavík Never"been Been"to"Reykjavík Never"been Have"been Have"been Country USA Country USA UK UK Germany Germany Canada Canada Denmark Denmark Netherlands Netherlands France France Finland Finland Norway Norway Sweden Sweden Eastern"Europe Eastern"Europe Southern"Europe Southern"Europe

15%$ 15%$

10%$ 10%$

5%$ 5%$

0%$ 0%$

1"="Tranquil 1"="Tranquil

7$=$Chao8c$ 7$=$Chao8c$

Neutral"(4) Neutral"(4)

6$ 6$

Tranquil"side"(193) Tranquil"side"(193)

5$ 5$

2.2%& 6.2%& 2.2%& 6.2%&

2.6% 2.6% 3.1% 3.1% 2.6% 2.6% 3.5% 3.5% 5.1% 5.1% 2.5% 2.5% 2.3% 2.3% 2.7% 2.7% 2.1% 2.1% 2.1% 2.1% 2.5% 2.5% 4.0% 4.0% 2.8% 2.8% 2.8% 2.8%

GREININGARSKÝRSLA

36 36

1#=#Artsy#

22%#

1#=#Artsy# 1#=#Artsy#

22%# 22%#

35%#

2# 2#

35%# 35%#

26%#

3# 3#

26%# 26%#

12%#

4# 4#

83.4%&

12%# 12%#

83.4%& 83.4%&

3%#

5# 5#

3%# 3%# 1%# 1%# 1%#

35%#

40%#

35%# 35%#

40%# 40%#

28.1% 24.3% 28.1% 28.1% 25.2% 24.3% 24.3% 29.8% 25.2% 25.2% 23.5% 29.8% 29.8% 20.9% 23.5% 23.5% 29.1% 20.9% 20.9% 29.1% 29.1% 29.1% 26.9% 29.1% 29.1% 31.7% 26.9% 26.9% 24.2% 31.7% 31.7% 28.5% 24.2% 24.2% 24.0% 28.5% 28.5% 19.6% 24.0% 24.0% 19.6% 19.6%

15.2% 10.4% 15.2% 15.2% 10.9% 10.4% 10.4% 16.7% 10.9% 10.9% 10.7% 16.7% 16.7% 8.6% 10.7% 10.7% 17.0% 8.6% 8.6% 12.4% 17.0% 17.0% 17.2% 12.4% 12.4% 14.1% 17.2% 17.2% 13.5% 14.1% 14.1% 14.7% 13.5% 13.5% 7.5% 14.7% 14.7% 15.0% 7.5% 7.5% 15.0% 15.0%

3.0% 2.6% 3.0% 3.0% 2.2% 2.6% 2.6% 3.1% 2.2% 2.2% 2.0% 3.1% 3.1% 2.0% 2.0% 2.0% 5.3% 2.0% 2.0% 4.4% 5.3% 5.3% 4.1% 4.4% 4.4% 3.3% 4.1% 4.1% 2.7% 3.3% 3.3% 4.3% 2.7% 2.7% 2.7% 4.3% 4.3% 2.8% 2.7% 2.7% 2.8% 2.8%

1.3% 1.2% 1.3% 1.3% 1.2% 1.2% 1.2% 1.0% 1.2% 1.2% 0.8% 1.0% 1.0% 0.6% 0.8% 0.8% 1.9% 0.6% 0.6% 1.7% 1.9% 1.9% 2.3% 1.7% 1.7% 0.7% 2.3% 2.3% 0.7% 0.7% 0.7% 1.0% 0.7% 0.7% 2.1% 1.0% 1.0% 0.9% 2.1% 2.1% 0.9% 0.9%

1$=$Authen2c$

35%$

1$=$Authen2c$ 1$=$Authen2c$

35%$ 35%$

33.4% 36.5% 33.4% 33.4% 35.6% 36.5% 36.5% 33.5% 35.6% 35.6% 40.4% 33.5% 33.5% 36.2% 40.4% 40.4% 31.4% 36.2% 36.2% 37.1% 31.4% 31.4% 30.8% 37.1% 37.1% 38.1% 30.8% 30.8% 38.7% 38.1% 38.1% 32.9% 38.7% 38.7% 37.7% 32.9% 32.9% 40.2% 37.7% 37.7% 40.2% 40.2%

18.6% 24.5% 18.6% 18.6% 24.5% 24.5% 24.5% 15.5% 24.5% 24.5% 22.6% 15.5% 15.5% 31.4% 22.6% 22.6% 15.0% 31.4% 31.4% 15.3% 15.0% 15.0% 18.4% 15.3% 15.3% 11.3% 18.4% 18.4% 19.7% 11.3% 11.3% 17.5% 19.7% 19.7% 26.0% 17.5% 17.5% 21.5% 26.0% 26.0% 21.5% 21.5%

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Artsy"|"7"="Out1of1style Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Been"to"Reykjavík Never"been Artsy"|"7"="Out1of1style Artsy"|"7"="Out1of1style Have"been Been"to"Reykjavík Never"been Been"to"Reykjavík Never"been Country USA Have"been Have"been UK Country USA Country USA Germany UK UK Canada Germany Germany Denmark Canada Canada Netherlands Denmark Denmark France Netherlands Netherlands Finland France France Norway Finland Finland Sweden Norway Norway Eastern"Europe Sweden Sweden Southern"Europe Eastern"Europe Eastern"Europe Southern"Europe Southern"Europe

0.4% 0.4% 0.4% 0.4% 0.4% 0.4% 0.4% 0.3% 0.4% 0.4% 0.1% 0.3% 0.3% 0.2% 0.1% 0.1% 0.3% 0.2% 0.2% 0.0% 0.3% 0.3% 0.4% 0.0% 0.0% 0.7% 0.4% 0.4% 0.7% 0.7% 0.7% 1.0% 0.7% 0.7% 0.0% 1.0% 1.0% 0.0% 0.0% 0.0% 0.0% 0.0%

Scale"117 2.56 Scale"117 Scale"117 2.35 2.56 2.56 2.36 2.35 2.35 2.63 2.36 2.36 2.32 2.63 2.63 2.16 2.32 2.32 2.73 2.16 2.16 2.58 2.73 2.73 2.66 2.58 2.58 2.65 2.66 2.66 2.46 2.65 2.65 2.63 2.46 2.46 2.29 2.63 2.63 2.40 2.29 2.29 2.40 2.40

39%$ 39%$

17%$ 17%$

7%$

91.7%&

4$ 4$

7%$ 7%$

91.7%& 91.7%&

4.7% 4.2% 4.7% 4.7% 3.8% 4.2% 4.2% 4.4% 3.8% 3.8% 2.8% 4.4% 4.4% 2.9% 2.8% 2.8% 7.5% 2.9% 2.9% 6.1% 7.5% 7.5% 6.7% 6.1% 6.1% 4.8% 6.7% 6.7% 4.0% 4.8% 4.8% 6.4% 4.0% 4.0% 4.8% 6.4% 6.4% 3.7% 4.8% 4.8% 3.7% 3.7%

1%$

5$ 5$

1%$ 1%$

35%$

40%$

45%$

30%$ 30%$

35%$ 35%$

40%$ 40%$

45%$ 45%$

32.8% 36.4% 32.8% 32.8% 38.8% 36.4% 36.4% 31.1% 38.8% 38.8% 30.6% 31.1% 31.1% 39.6% 30.6% 30.6% 25.9% 39.6% 39.6% 27.9% 25.9% 25.9% 31.1% 27.9% 27.9% 24.3% 31.1% 31.1% 27.3% 24.3% 24.3% 27.0% 27.3% 27.3% 39.3% 27.0% 27.0% 34.9% 39.3% 39.3% 34.9% 34.9%

39.8% 39.0% 39.8% 39.8% 38.1% 39.0% 39.0% 41.7% 38.1% 38.1% 45.5% 41.7% 41.7% 41.8% 45.5% 45.5% 37.3% 41.8% 41.8% 45.0% 37.3% 37.3% 35.1% 45.0% 45.0% 43.7% 35.1% 35.1% 39.0% 43.7% 43.7% 39.9% 39.0% 39.0% 32.4% 39.9% 39.9% 34.9% 32.4% 32.4% 34.9% 34.9%

18.3% 16.9% 18.3% 18.3% 15.5% 16.9% 16.9% 18.8% 15.5% 15.5% 17.8% 18.8% 18.8% 13.2% 17.8% 17.8% 25.0% 13.2% 13.2% 18.6% 25.0% 25.0% 20.2% 18.6% 18.6% 24.5% 20.2% 20.2% 22.1% 24.5% 24.5% 22.1% 22.1% 22.1% 20.0% 22.1% 22.1% 19.8% 20.0% 20.0% 19.8% 19.8%

7.8% 6.0% 7.8% 7.8% 6.2% 6.0% 6.0% 7.0% 6.2% 6.2% 5.0% 7.0% 7.0% 4.7% 5.0% 5.0% 10.1% 4.7% 4.7% 7.2% 10.1% 10.1% 10.2% 7.2% 7.2% 6.3% 10.2% 10.2% 8.6% 6.3% 6.3% 7.5% 8.6% 8.6% 6.9% 7.5% 7.5% 7.5% 6.9% 6.9% 7.5% 7.5%

0.8% 1.0% 0.8% 0.8% 0.7% 1.0% 1.0% 0.8% 0.7% 0.7% 0.6% 0.8% 0.8% 0.2% 0.6% 0.6% 1.2% 0.2% 0.2% 0.6% 1.2% 1.2% 2.5% 0.6% 0.6% 0.9% 2.5% 2.5% 1.5% 0.9% 0.9% 2.6% 1.5% 1.5% 0.7% 2.6% 2.6% 2.8% 0.7% 0.7% 2.8% 2.8%

0.3% 0.4% 0.3% 0.3% 0.4% 0.4% 0.4% 0.4% 0.4% 0.4% 0.2% 0.4% 0.4% 0.3% 0.2% 0.2% 0.1% 0.3% 0.3% 0.6% 0.1% 0.1% 0.5% 0.6% 0.6% 0.3% 0.5% 0.5% 1.3% 0.3% 0.3% 0.5% 1.3% 1.3% 0.7% 0.5% 0.5% 0.0% 0.7% 0.7% 0.0% 0.0%

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Authentic"|"7"="Ungenuine Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Been"to"Reykjavík Never"been Authentic"|"7"="Ungenuine Authentic"|"7"="Ungenuine Have"been Been"to"Reykjavík Never"been Been"to"Reykjavík Never"been Country USA Have"been Have"been UK Country USA Country USA Germany UK UK Canada Germany Germany Denmark Canada Canada Netherlands Denmark Denmark France Netherlands Netherlands Finland France France Norway Finland Finland Sweden Norway Norway Eastern"Europe Sweden Sweden Southern"Europe Eastern"Europe Eastern"Europe Southern"Europe Southern"Europe

0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.2% 0.3% 0.3% 0.2% 0.2% 0.2% 0.4% 0.2% 0.2% 0.2% 0.4% 0.4% 0.5% 0.2% 0.2% 0.0% 0.5% 0.5% 0.2% 0.0% 0.0% 0.3% 0.2% 0.2% 0.0% 0.3% 0.3% 0.0% 0.0% 0.0% 0.0% 0.0%

Scale"177 2.06 Scale"177 Scale"177 1.99 2.06 2.06 1.94 1.99 1.99 2.07 1.94 1.94 2.01 2.07 2.07 1.86 2.01 2.01 2.25 1.86 1.86 2.10 2.25 2.25 2.21 2.10 2.10 2.17 2.21 2.21 2.23 2.17 2.17 2.22 2.23 2.23 1.99 2.22 2.22 2.08 1.99 1.99 2.08 2.08

Count 7,401 Count Count 12,767 7,401 7,401 9,903 12,767 12,767 1,709 9,903 9,903 1,267 1,709 1,709 1,227 1,267 1,267 947 1,227 1,227 883 947 947 837 883 883 662 837 837 593 662 662 574 593 593 145 574 574 106 145 145 106 106

90.9% 92.3% 90.9% 90.9% 92.4% 92.3% 92.3% 91.6% 92.4% 92.4% 94.0% 91.6% 91.6% 94.6% 94.0% 94.0% 88.2% 94.6% 94.6% 91.4% 88.2% 88.2% 86.4% 91.4% 91.4% 92.4% 86.4% 86.4% 88.4% 92.4% 92.4% 89.0% 88.4% 88.4% 91.7% 89.0% 89.0% 89.6% 91.7% 91.7% 89.6% 89.6%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

Ungenuine"side"(577) Ungenuine"side"(577) Ungenuine"side"(577)

30%$

25%$ 25%$

Neutral"(4) Neutral"(4) Neutral"(4)

25%$

20%$ 20%$

Authentic"side"(173) Authentic"side"(173) Authentic"side"(173)

20%$

15%$ 15%$

7"="Ungenuine 7"="Ungenuine 7"="Ungenuine

15%$

10%$ 10%$

10%$

5%$ 5%$

5%$

0%$ 0%$

0%$

Authen'c)side)(1/3)) Authen'c)side)(1/3)) Neutral)(4)) Authen'c)side)(1/3)) Neutral)(4)) Ungenuine)side)(5/7)) Neutral)(4)) Ungenuine)side)(5/7)) Ungenuine)side)(5/7))

7$=$Ungenuine$

0%$ 0%$

6$ 6$

0%$

1"="Authentic 1"="Authentic 1"="Authentic

0%$ 0%$

17%$

3$ 3$

7$=$Ungenuine$ 7$=$Ungenuine$

80.1% 85.4% 80.1% 80.1% 85.3% 85.4% 85.4% 78.9% 85.3% 85.3% 86.5% 78.9% 78.9% 88.5% 86.5% 86.5% 75.5% 88.5% 88.5% 81.6% 75.5% 75.5% 76.1% 81.6% 81.6% 81.1% 76.1% 76.1% 82.5% 81.1% 81.1% 78.9% 82.5% 82.5% 87.7% 78.9% 78.9% 81.3% 87.7% 87.7% 81.3% 81.3%

1.6%& 6.7%& 1.6%& 6.7%& 1.6%& 6.7%&

39%$

2$ 2$

Count 7,499 Count Count 12,925 7,499 7,499 10,049 12,925 12,925 1,732 10,049 10,049 1,279 1,732 1,732 1,247 1,279 1,279 959 1,247 1,247 889 959 959 837 889 889 672 837 837 600 672 672 578 600 600 146 578 578 107 146 146 107 107

Out1of1style"side"(517) Out1of1style"side"(517) Out1of1style"side"(517)

30%# 30%# 30%#

Neutral"(4) Neutral"(4) Neutral"(4)

25%# 25%# 25%#

7"="Out1of1style 7"="Out1of1style 7"="Out1of1style

20%# 20%# 20%#

15%# 15%# 15%#

10%# 10%# 10%#

5%# 5%# 5%#

Artsy&side&(1,3)& Artsy&side&(1,3)& Neutral&(4)& Artsy&side&(1,3)& Neutral&(4)& Out,of,style&side&(5,7)& Neutral&(4)& Out,of,style&side&(5,7)& Out,of,style&side&(5,7)&

0%# 0%# 0%#

0%# 0%#

7#=#Out3of3style# 7#=#Out3of3style#

0%#

1"="Artsy 1"="Artsy 1"="Artsy

6# 6# 7#=#Out3of3style#

Artsy"side"(113) Artsy"side"(113) Artsy"side"(113)

4.4%& 12.1%& 4.4%& 4.4%& 12.1%& 12.1%&

1.4% 1.7% 1.4% 1.4% 1.4% 1.7% 1.7% 1.4% 1.4% 1.4% 1.0% 1.4% 1.4% 0.7% 1.0% 1.0% 1.7% 0.7% 0.7% 1.4% 1.7% 1.7% 3.5% 1.4% 1.4% 1.2% 3.5% 3.5% 3.0% 1.2% 1.2% 3.5% 3.0% 3.0% 1.4% 3.5% 3.5% 2.8% 1.4% 1.4% 2.8% 2.8%

37 37 37

GREININGARSKÝRSLA

1$=$Colorful$

32%$

2$ 1$=$Colorful$ 1$=$Colorful$

33%$ 32%$ 32%$

4.6%& 8.8%&

33%$ 33%$

4.6%& 8.8%& 4.6%& 8.8%&

3$ 2$ 2$

21%$

4$ 3$ 3$

9%$

3%$

Neutral'(4)' 5%$

10%$

15%$

20%$

25%$

30%$

35%$

5%$ 5%$

10%$ 10%$

15%$ 15%$

20%$ 20%$

25%$ 25%$

30%$ 30%$

35%$ 35%$

1.1% 1.3% 1.1% 1.2% 1.1% 1.1% 0.7% 1.3% 1.3% 0.9% 1.1% 1.1% 1.6% 1.2% 1.2% 1.6% 0.7% 0.7% 1.9% 0.9% 0.9% 0.7% 1.6% 1.6% 2.2% 1.6% 1.6% 3.1% 1.9% 1.9% 0.7% 0.7% 1.9% 2.2% 2.2% 3.1% 3.1% 0.7% 0.7% 1.9% 1.9%

1$=$Trendy$

21%$

2$ 1$=$Trendy$ 1$=$Trendy$

21%$ 21%$ 27%$

14%$

5$ 4$ 4$

3%$

6$ 5$ 5$

1%$

7$=$Old4fashioned$ 6$ 6$

0%$ 1%$ 1%$ 0%$

7$=$Old4fashioned$ 7$=$Old4fashioned$

Count 7,483 12,880 9,992 Count Count 1,731 7,483 7,483 1,277 12,880 12,880 1,249 9,992 9,992 958 1,731 1,731 893 1,277 1,277 844 1,249 1,249 673 958 958 596 893 893 576 844 844 145 673 673 107 596 596 576 576 145 145 107 107

33%$ 33%$

85.8% 87.0% 87.8% 87.1% 85.8% 85.8% 86.8% 87.0% 87.0% 90.6% 87.8% 87.8% 80.7% 87.1% 87.1% 85.4% 86.8% 86.8% 85.0% 90.6% 90.6% 83.1% 80.7% 80.7% 79.2% 85.4% 85.4% 79.2% 85.0% 85.0% 86.9% 83.1% 83.1% 85.0% 79.2% 79.2% 79.2% 79.2% 86.9% 86.9% 85.0% 85.0%

10.1% 8.0% 8.3% 8.7% 10.1% 10.1% 8.8% 8.0% 8.0% 6.6% 8.3% 8.3% 12.2% 8.7% 8.7% 9.1% 8.8% 8.8% 9.1% 6.6% 6.6% 10.7% 12.2% 12.2% 13.1% 9.1% 9.1% 11.3% 9.1% 9.1% 9.0% 10.7% 10.7% 12.1% 13.1% 13.1% 11.3% 11.3% 9.0% 9.0% 12.1% 12.1%

4.1% 4.9% 3.9% 4.2% 4.1% 4.1% 4.4% 4.9% 4.9% 2.9% 3.9% 3.9% 7.1% 4.2% 4.2% 5.5% 4.4% 4.4% 5.9% 2.9% 2.9% 6.2% 7.1% 7.1% 7.7% 5.5% 5.5% 9.5% 5.9% 5.9% 4.1% 6.2% 6.2% 2.8% 7.7% 7.7% 9.5% 9.5% 4.1% 4.1% 2.8% 2.8%

5.1%& 14.5%&5.1%& 14.5%&

27%$ 27%$

80.5%&

14%$ 14%$

80.5%& 80.5%&

3%$ 3%$

Trendy'side'(1,3)' Neutral'(4)' 5%$

10%$

15%$

20%$

25%$

30%$

35%$

5%$ 5%$

10%$ 10%$

15%$ 15%$

20%$ 20%$

25%$ 25%$

30%$ 30%$

35%$ 35%$

Trendy'side'(1,3)' Old,fashioned'side'(5,7)' Trendy'side'(1,3)' Neutral'(4)' Neutral'(4)' Old,fashioned'side'(5,7)' Old,fashioned'side'(5,7)'

1.6% 1.2% 1.3% 1.3% 1.6% 1.6% 0.6% 1.2% 1.2% 0.5% 1.3% 1.3% 1.9% 1.3% 1.3% 1.1% 0.6% 0.6% 2.5% 0.5% 0.5% 1.9% 1.9% 1.0% 1.1% 1.1% 1.7% 2.5% 2.5% 2.1% 1.9% 1.9% 1.0% 1.0% 1.7% 1.7% 2.1% 2.1% 1.9% 1.9%

7"="Old2fashioned 7"="Old2fashioned 7"="Old2fashioned

4.1% 2.8% 3.3% 3.1% 4.1% 4.1% 3.8% 2.8% 2.8% 2.3% 3.3% 3.3% 4.3% 3.1% 3.1% 2.8% 3.8% 3.8% 4.0% 2.3% 2.3% 3.4% 4.3% 4.3% 1.5% 2.8% 2.8% 5.2% 4.0% 4.0% 3.5% 3.4% 3.4% 4.7% 1.5% 1.5% 5.2% 5.2% 3.5% 3.5% 4.7% 4.7%

6 6

17.5% 12.7% 15.3% 15.6% 17.5% 17.5% 10.5% 12.7% 12.7% 12.4% 15.3% 15.3% 15.7% 15.6% 15.6% 10.1% 10.5% 10.5% 18.7% 12.4% 12.4% 13.2% 15.7% 15.7% 10.4% 10.1% 10.1% 15.5% 18.7% 18.7% 13.2% 13.2% 16.8% 10.4% 10.4% 15.5% 15.5% 13.2% 13.2% 16.8% 16.8%

5 5

29.0% 25.5% 27.5% 27.9% 29.0% 29.0% 23.9% 25.5% 25.5% 24.8% 27.5% 27.5% 30.5% 27.9% 27.9% 26.5% 23.9% 23.9% 24.1% 24.8% 24.8% 29.5% 30.5% 30.5% 20.8% 26.5% 26.5% 27.8% 24.1% 24.1% 24.3% 29.5% 29.5% 20.6% 20.8% 20.8% 27.8% 27.8% 24.3% 24.3% 20.6% 20.6%

4 4

30.1% 34.4% 32.1% 33.4% 30.1% 30.1% 39.1% 34.4% 34.4% 33.8% 32.1% 32.1% 30.2% 33.4% 33.4% 34.8% 39.1% 39.1% 29.7% 33.8% 33.8% 36.6% 30.2% 30.2% 34.2% 34.8% 34.8% 30.4% 29.7% 29.7% 36.8% 36.6% 36.6% 37.4% 34.2% 34.2% 30.4% 30.4% 36.8% 36.8% 37.4% 37.4%

3 3

17.3% 22.9% 20.0% 18.4% 17.3% 17.3% 21.7% 22.9% 22.9% 25.9% 20.0% 20.0% 17.1% 18.4% 18.4% 24.2% 21.7% 21.7% 20.6% 25.9% 25.9% 14.9% 17.1% 17.1% 31.3% 24.2% 24.2% 18.8% 20.6% 20.6% 19.4% 14.9% 14.9% 18.7% 31.3% 31.3% 18.8% 18.8% 19.4% 19.4% 18.7% 18.7%

2 2

1"="Trendy 1"="Trendy1"="Trendy

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Trendy"|"7"="Old2fashioned Been"to"Reykjavík Never"been Have"been Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Country USA Trendy"|"7"="Old2fashioned Trendy"|"7"="Old2fashioned UK Been"to"Reykjavík Never"been Been"to"Reykjavík Never"been Germany Have"been Have"been Canada Country USA Country USA Denmark UK UK Netherlands Germany Germany France Canada Canada Finland Denmark Denmark Norway Netherlands Netherlands Sweden France France Eastern"Europe Finland Finland Southern"Europe Norway Norway Sweden Sweden Eastern"Europe Eastern"Europe Southern"Europe Southern"Europe

Scale"167 2.27 2.20 2.14 Scale"167 Scale"167 2.27 2.27 2.25 2.20 2.20 2.02 2.14 2.14 2.54 2.27 2.27 2.39 2.25 2.25 2.22 2.02 2.02 2.46 2.54 2.54 2.58 2.39 2.39 2.61 2.22 2.22 2.10 2.46 2.46 2.24 2.58 2.58 2.61 2.61 2.10 2.10 2.24 2.24

5.1%& 14.5%&

0%$ 0%$ 0%$ 0%$

0.3% 0.4% 0.3% 0.2% 0.3% 0.3% 0.2% 0.4% 0.4% 0.1% 0.3% 0.3% 0.4% 0.2% 0.2% 0.3% 0.2% 0.2% 0.8% 0.1% 0.1% 0.6% 0.4% 0.4% 0.8% 0.3% 0.3% 0.5% 0.8% 0.8% 0.0% 0.6% 0.6% 0.0% 0.8% 0.8% 0.5% 0.5% 0.0% 0.0% 0.0% 0.0%

33%$

3$ 2$ 2$ 4$ 3$ 3$

7"="Faded 7"="Faded 7"="Faded

2.7% 3.2% 2.5% 2.8% 2.7% 2.7% 3.5% 3.2% 3.2% 1.9% 2.5% 2.5% 5.1% 2.8% 2.8% 3.6% 3.5% 3.5% 3.2% 1.9% 1.9% 4.9% 5.1% 5.1% 4.7% 3.6% 3.6% 5.9% 3.2% 3.2% 3.4% 4.9% 4.9% 0.9% 4.7% 4.7% 5.9% 5.9% 3.4% 3.4% 0.9% 0.9%

6 6

5 5

22.1% 20.7% 19.6% 23.0% 22.1% 22.1% 22.5% 20.7% 20.7% 16.1% 19.6% 19.6% 28.4% 23.0% 23.0% 25.8% 22.5% 22.5% 17.5% 16.1% 16.1% 25.1% 28.4% 28.4% 25.5% 25.8% 25.8% 29.5% 17.5% 17.5% 19.3% 25.1% 25.1% 26.2% 25.5% 25.5% 29.5% 29.5% 19.3% 19.3% 26.2% 26.2%

4 4

33.8% 32.8% 32.8% 36.2% 33.8% 33.8% 35.1% 32.8% 32.8% 37.4% 32.8% 32.8% 29.9% 36.2% 36.2% 35.9% 35.1% 35.1% 32.3% 37.4% 37.4% 37.0% 29.9% 29.9% 33.1% 35.9% 35.9% 26.2% 32.3% 32.3% 26.9% 37.0% 37.0% 22.4% 33.1% 33.1% 26.2% 26.2% 26.9% 26.9% 22.4% 22.4%

3 3

29.9% 33.5% 35.4% 27.8% 29.9% 29.9% 29.3% 33.5% 33.5% 37.1% 35.4% 35.4% 22.4% 27.8% 27.8% 23.7% 29.3% 29.3% 35.1% 37.1% 37.1% 21.0% 22.4% 22.4% 20.6% 23.7% 23.7% 23.4% 35.1% 35.1% 40.7% 21.0% 21.0% 36.4% 20.6% 20.6% 23.4% 23.4% 40.7% 40.7% 36.4% 36.4%

2 2

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Colorful"|"7"="Faded Been"to"Reykjavík Never"been Have"been Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Country USA Colorful"|"7"="Faded Colorful"|"7"="Faded UK Been"to"Reykjavík Never"been Been"to"Reykjavík Never"been Germany Have"been Have"been Canada Country USA Country USA Denmark UK UK Netherlands Germany Germany France Canada Canada Finland Denmark Denmark Norway Netherlands Netherlands Sweden France France Eastern"Europe Finland Finland Southern"Europe Norway Norway Sweden Sweden Eastern"Europe Eastern"Europe Southern"Europe Southern"Europe

1"="Colorful 1"="Colorful1"="Colorful

0%$ 0%$

Colorful'side'(1.3)' Faded'side'(5.7)' Colorful'side'(1.3)' Neutral'(4)' Neutral'(4)' Faded'side'(5.7)' Faded'side'(5.7)'

0%$ 0%$

Faded"side"(567) Faded"side"(567) Faded"side"(567)

0%$ 7$=$Faded$ 7$=$Faded$

Colorful'side'(1.3)'

0.4% 0.4% 0.4% 0.2% 0.4% 0.4% 0.3% 0.4% 0.4% 0.3% 0.4% 0.4% 0.3% 0.2% 0.2% 0.4% 0.3% 0.3% 0.4% 0.3% 0.3% 0.4% 0.3% 0.3% 0.8% 0.4% 0.4% 0.7% 0.4% 0.4% 0.7% 0.4% 0.4% 0.0% 0.8% 0.8% 0.7% 0.7% 0.7% 0.7% 0.0% 0.0%

Scale"127 2.67 2.43 2.55 Scale"127 Scale"127 2.57 2.67 2.67 2.39 2.43 2.43 2.34 2.55 2.55 2.67 2.57 2.57 2.38 2.39 2.39 2.65 2.34 2.34 2.61 2.67 2.67 2.23 2.38 2.38 2.66 2.65 2.65 2.53 2.61 2.61 2.57 2.23 2.23 2.66 2.66 2.53 2.53 2.57 2.57

Count 7,452 12,839 9,959 Count Count 1,721 7,452 7,452 1,275 12,839 12,839 1,240 9,959 9,959 951 1,721 1,721 893 1,275 1,275 841 1,240 1,240 672 951 951 597 893 893 576 841 841 144 672 672 107 597 597 576 576 144 144 107 107

76.4% 82.8% 79.6% 79.7% 76.4% 76.4% 84.8% 82.8% 82.8% 84.4% 79.6% 79.6% 77.8% 79.7% 79.7% 85.6% 84.8% 84.8% 74.4% 84.4% 84.4% 81.0% 77.8% 77.8% 86.3% 85.6% 85.6% 76.9% 74.4% 74.4% 80.6% 81.0% 81.0% 76.6% 86.3% 86.3% 76.9% 76.9% 80.6% 80.6% 76.6% 76.6%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

Old2fashioned"side"(527) Old2fashioned"side"(527) Old2fashioned"side"(527)

0%$ 1%$ 1%$

Neutral"(4) Neutral"(4)Neutral"(4)

7$=$Faded$ 6$ 6$

86.5%& 86.5%&

3%$ 3%$

Neutral"(4) Neutral"(4)Neutral"(4)

1%$

9%$ 9%$

Colorful"side"(163) Colorful"side"(163) Colorful"side"(163)

6$ 5$ 5$

86.5%&

Trendy"side"(123) Trendy"side"(123) Trendy"side"(123)

5$ 4$ 4$

21%$ 21%$

6.1% 4.5% 5.0% 4.7% 6.1% 6.1% 4.7% 4.5% 4.5% 3.1% 5.0% 5.0% 6.5% 4.7% 4.7% 4.4% 4.7% 4.7% 6.9% 3.1% 3.1% 5.8% 6.5% 6.5% 3.4% 4.4% 4.4% 7.6% 6.9% 6.9% 6.3% 5.8% 5.8% 6.5% 3.4% 3.4% 7.6% 7.6% 6.3% 6.3% 6.5% 6.5%

GREININGARSKÝRSLA

38 38

1$=$Adventurous$

19%$

1$=$Adventurous$

19%$

30%$

6.5%&

30%$

15.2%&6.5%&

29%$

15%$

78.3%&

15%$

78.3%&

4%$ 4%$

5$ 2%$

Adventurous+side+(1/3)+

2%$

Adventurous+side+(1/3)+ Neutral+(4)+ 10%$

15%$

20%$

25%$

30%$

35%$

0%$

5%$

10%$

15%$

20%$

25%$

30%$

35%$

Neutral+(4)+ Cau7ous+side+(5/7)+ Cau7ous+side+(5/7)+

3.5% 4.5% 3.5% 2.6% 4.5% 4.3% 2.6% 7.1% 4.3% 3.1% 7.1% 4.9% 3.1% 5.8% 4.9% 12.6% 5.8% 3.1% 12.6% 3.0% 3.1% 5.2% 3.0% 8.2% 5.2% 8.5% 8.2%

1.2% 1.9% 1.2% 0.9% 1.9% 1.2% 0.9% 3.0% 1.2% 1.0% 3.0% 1.4% 1.0% 1.3% 1.4% 8.5% 1.3% 1.0% 8.5% 1.7% 1.0% 1.6% 1.7% 2.1% 1.6% 8.5% 2.1%

0.6% 0.8% 0.6% 0.4% 0.8% 0.2% 0.4% 0.9% 0.2% 0.2% 0.9% 0.4% 0.2% 0.4% 0.4% 5.9% 0.4% 0.4% 5.9% 0.8% 0.4% 0.5% 0.8% 0.0% 0.5% 0.9% 0.0%

Scale"1:7 2.52 Scale"1:7 2.68 2.52 2.43 2.68 2.68 2.43 3.00 2.68 2.48 3.00 2.76 2.48 2.76 2.76 3.70 2.76 2.61 3.70 2.54 2.61 2.83 2.54 2.63 2.83 3.15 2.63

Southern"Europe

14.2%

24.5%

21.7%

8.5%

0.9%

3.15

1#=#Untamed#

7%#

1#=#Untamed#

7%#

16%#

14.0% 15.9% 14.0% 12.5% 15.9% 15.4% 12.5% 19.8% 15.4% 13.9% 19.8% 20.5% 13.9% 18.5% 20.5% 24.9% 18.5% 15.2% 24.9% 14.6% 15.2% 20.5% 14.6% 12.3% 20.5% 21.7% 12.3%

27.0% 29.5% 27.0% 27.6% 29.5% 33.1% 27.6% 33.0% 33.1% 26.9% 33.0% 29.9% 26.9% 31.0% 29.9% 26.5% 31.0% 29.6% 26.5% 27.4% 29.6% 31.0% 27.4% 24.7% 31.0% 21.7% 24.7%

32.3% 29.3% 32.3% 33.1% 29.3% 31.0% 33.1% 25.7% 31.0% 33.4% 25.7% 26.3% 33.4% 26.1% 26.3% 14.2% 26.1% 36.0% 14.2% 30.0% 36.0% 28.1% 30.0% 33.6% 28.1% 24.5% 33.6%

21.4% 18.1% 21.4% 22.9% 18.1% 14.8% 22.9% 10.4% 14.8% 21.4% 10.4% 16.7% 21.4% 16.9% 16.7% 7.4% 16.9% 14.6% 7.4% 22.6% 14.6% 13.1% 22.6% 19.2% 13.1% 14.2% 19.2%

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Adventurous"|"7"="Cautious Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Been"to"Reykjavík Never"been Adventurous"|"7"="Cautious Have"been Been"to"Reykjavík Never"been Country USA Have"been UK Country USA Germany UK Canada Germany Denmark Canada Netherlands Denmark France Netherlands Finland France Norway Finland Sweden Norway Eastern"Europe Sweden Southern"Europe Eastern"Europe

28.1%&

28%#

28.1%&

28%# 11%#

5.3% 7.2% 5.3% 4.0% 7.2% 5.6% 4.0% 11.1% 5.6% 4.3% 11.1% 6.7% 4.3% 7.5% 6.7% 27.0% 7.5% 4.6% 27.0% 5.5% 4.6% 7.2% 5.5% 10.3% 7.2% 17.9% 10.3%

106

60.4%

21.7%

17.9%

51.3%&

7%#

Untamed(side((1-3)(

7%#

Untamed(side((1-3)( Neutral((4)(

2%#

Neutral((4)( Controlled(side((5-7)(

2%# 5%#

10%#

15%#

20%#

25%#

30%#

0%#

5%#

10%#

15%#

20%#

25%#

30%#

Controlled(side((5-7)(

9.8% 11.7% 9.8% 11.5% 11.7% 10.9% 11.5% 10.3% 10.9% 10.6% 10.3% 10.2% 10.6% 12.1% 10.2% 9.8% 12.1% 7.6% 9.8% 11.1% 7.6% 12.8% 11.1% 8.4% 12.8% 10.5% 8.4%

6.4% 8.0% 6.4% 7.6% 8.0% 6.5% 7.6% 7.5% 6.5% 6.3% 7.5% 6.8% 6.3% 8.1% 6.8% 7.0% 8.1% 7.3% 7.0% 6.6% 7.3% 8.0% 6.6% 7.7% 8.0% 14.3% 7.7%

2.0% 2.4% 2.0% 2.5% 2.4% 1.8% 2.5% 1.4% 1.8% 1.8% 1.4% 1.8% 1.8% 1.6% 1.8% 2.8% 1.6% 0.9% 2.8% 1.5% 0.9% 2.3% 1.5% 0.7% 2.3% 3.8% 0.7%

Scale"177 3.42 Scale"177 3.55 3.42 3.56 3.55 3.40 3.56 3.51 3.40 3.44 3.51 3.45 3.44 3.43 3.45 3.68 3.43 3.31 3.68 3.37 3.31 3.56 3.37 3.30 3.56 3.85 3.30

Southern"Europe

7.6%

11.4%

20.0%

32.4%

10.5%

14.3%

3.8%

3.85

29.0% 27.5% 29.0% 28.9% 27.5% 26.1% 28.9% 28.8% 26.1% 27.5% 28.8% 27.5% 27.5% 23.1% 27.5% 40.1% 23.1% 25.5% 40.1% 24.5% 25.5% 26.7% 24.5% 24.5% 26.7% 32.4% 24.5%

27.8% 28.0% 27.8% 27.4% 28.0% 28.6% 27.4% 30.3% 28.6% 30.2% 30.3% 29.4% 30.2% 28.7% 29.4% 22.0% 28.7% 29.4% 22.0% 29.2% 29.4% 25.9% 29.2% 28.7% 25.9% 20.0% 28.7%

17.1% 15.6% 17.1% 14.7% 15.6% 18.0% 14.7% 17.2% 18.0% 16.2% 17.2% 18.0% 16.2% 18.1% 18.0% 12.9% 18.1% 23.0% 12.9% 18.7% 23.0% 19.2% 18.7% 23.1% 19.2% 11.4% 23.1%

8.0% 6.7% 8.0% 7.3% 6.7% 8.2% 7.3% 4.5% 8.2% 7.4% 4.5% 6.2% 7.4% 8.3% 6.2% 5.3% 8.3% 6.3% 5.3% 8.4% 6.3% 5.1% 8.4% 7.0% 5.1% 7.6% 7.0%

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Untamed"|"7"="Controlled Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Been"to"Reykjavík Never"been Untamed"|"7"="Controlled Have"been Been"to"Reykjavík Never"been Country USA Have"been UK Country USA Germany UK Canada Germany Denmark Canada Netherlands Denmark France Netherlands Finland France Norway Finland Sweden Norway Eastern"Europe Sweden Southern"Europe Eastern"Europe

1"="Untamed 1"="Untamed

0%#

7"="Controlled 7"="Controlled

7#=#Controlled#

Controlled"side"(577) Controlled"side"(577)

7#=#Controlled#

14.0% 15.9% 14.0% 12.5% 15.9% 15.4% 12.5% 19.8% 15.4% 13.9% 19.8% 20.5% 13.9% 18.5% 20.5% 24.9% 18.5% 15.2% 24.9% 14.6% 15.2% 20.5% 14.6% 12.3% 20.5% 21.7% 12.3%

51.3%&

28%# 28%#

11%#

80.7% 76.9% 80.7% 83.6% 76.9% 78.9% 83.6% 69.1% 78.9% 81.8% 69.1% 72.8% 81.8% 73.9% 72.8% 48.1% 73.9% 80.2% 48.1% 79.9% 80.2% 72.2% 79.9% 77.4% 72.2% 60.4% 77.4%

20.7%&

Count 7,531 Count 12,954 7,531 10,069 12,954 1,735 10,069 1,283 1,735 1,245 1,283 960 1,245 901 960 848 901 678 848 603 678 580 603 146 580 106 146

20.7%&

Cautious"side"(5:7) Cautious"side"(5:7)

5%$

1"="Adventurous 1"="Adventurous

0%$

Neutral"(4) Neutral"(4)

1%$

Neutral"(4) Neutral"(4)

7$=$Cau9ous$

Adventurous"side"(1:3) Adventurous"side"(1:3)

1%$

7"="Cautious 7"="Cautious

6$ 7$=$Cau9ous$

Untamed"side"(173) Untamed"side"(173)

15.2%&

Count 7,442 Count 12,756 7,442 9,930 12,756 1,708 9,930 1,261 1,708 1,236 1,261 948 1,236 884 948 827 884 670 827 595 670 572 595 143 572 105 143

52.9% 50.4% 52.9% 49.4% 50.4% 54.7% 49.4% 52.0% 54.7% 53.8% 52.0% 53.7% 53.8% 55.1% 53.7% 40.3% 55.1% 58.7% 40.3% 56.3% 58.7% 50.2% 56.3% 58.7% 50.2% 39.0% 58.7%

29.0% 27.5% 29.0% 28.9% 27.5% 26.1% 28.9% 28.8% 26.1% 27.5% 28.8% 27.5% 27.5% 23.1% 27.5% 40.1% 23.1% 25.5% 40.1% 24.5% 25.5% 26.7% 24.5% 24.5% 26.7% 32.4% 24.5%

18.1% 22.1% 18.1% 21.7% 22.1% 19.2% 21.7% 19.2% 19.2% 18.7% 19.2% 18.8% 18.7% 21.8% 18.8% 19.6% 21.8% 15.8% 19.6% 19.2% 15.8% 23.1% 19.2% 16.8% 23.1% 28.6% 16.8%

105

39.0%

32.4%

28.6%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

39 39

GREININGARSKÝRSLA

1#=#Retro#

6%#

14%#

23%#

30.6%& 4#

43.6%&

26%#

13%#

25.8%&

12%#

7#=#Contemporary#

5%# 0%#

5%#

10%#

15%#

20%#

25%#

Retro&side&(1,3)&

30%#

Neutral&(4)&

7"="Contemporary

22.7% 23.6% 20.9% 24.2% 27.1% 21.8% 30.5% 30.0% 18.2% 29.9% 26.9% 29.4% 22.2% 22.4%

28.1% 24.3% 25.2% 26.1% 25.1% 24.2% 30.7% 24.2% 29.3% 28.1% 27.1% 28.7% 26.4% 31.8%

13.3% 13.2% 13.8% 14.0% 13.6% 13.0% 9.7% 11.5% 16.0% 12.3% 11.8% 10.6% 14.6% 15.0%

12.3% 12.3% 14.1% 11.9% 9.9% 13.0% 5.2% 8.9% 17.6% 6.5% 8.1% 7.7% 12.5% 15.9%

4.7% 5.3% 6.2% 3.8% 3.2% 6.1% 2.0% 2.5% 6.3% 1.5% 3.5% 4.0% 4.9% 4.7%

Scale"187 3.86 3.82 3.94 3.80 3.69 3.85 3.46 3.54 4.24 3.52 3.59 3.66 3.88 4.16

Count 7,479 12,837 9,989 1,719 1,269 1,242 955 888 846 673 595 575 144 107

Contemporary"side"(587)

13.4% 15.0% 13.6% 14.8% 16.7% 15.2% 16.0% 16.3% 9.8% 17.4% 15.8% 16.2% 14.6% 8.4%

Neutral"(4)

5.5% 6.1% 6.2% 5.2% 4.4% 6.6% 5.9% 6.6% 2.8% 4.3% 6.9% 3.5% 4.9% 1.9%

Retro"side"(183)

Please"rank"how"well"the"following"words"apply"to"Reykjavik:"1"=" Retro"|"7"="Contemporary Been"to"Reykjavík Never"been Have"been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern"Europe Southern"Europe

1"="Retro

Contemporary&side&(5,7)&

41.6% 44.8% 40.7% 44.2% 48.2% 43.6% 52.4% 52.9% 30.9% 51.6% 49.6% 49.0% 41.7% 32.7%

28.1% 24.3% 25.2% 26.1% 25.1% 24.2% 30.7% 24.2% 29.3% 28.1% 27.1% 28.7% 26.4% 31.8%

30.3% 30.9% 34.1% 29.7% 26.6% 32.1% 17.0% 22.9% 39.8% 20.4% 23.4% 22.3% 31.9% 35.5%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Tenging lykilorða við Reykjavík. Sammála eða ósammála. Indælt fólk Tenging Tenging lykilorða viðvið Reykjavík. Sammála eða ósammála. Indælt fólk Indælt fólk lykilorða Reykjavík. Sammála eða ósammála.

Þátttakendur voru beðnir að segja til um hversu sammála eða ósammála þeir væru því að eftirfarandi orð ættu við Reykjavík: Indælt fólk, vinaleg, smá, náttúra, norðurljós, norræn. Þátttakendur voru beðnir að segja til um hversu sammála eða ósammála þeir væru því að Niðurstöður eru afgerandi eins og sjá má, en öll orðin eru talin eiga fremur eða mjög vel við. eftirfarandi orð ættu við Reykjavík: Indælt fólk, vinaleg, smá, náttúra, norðurljós, norræn. Afgerandi líkindi voru milli svara samanburðarhópa. Niðurstöður eru afgerandi eins og sjá má, en öll orðin eru talin eiga fremur eða mjög vel við. Afgerandi líkindi voru milli svara samanburðarhópa. How$strongly$do$you$associate$the$following$words$with$Reykjavik?$|$ Nice$people$ Strongly)disagree) Rather)disagree) How$strongly$do$you$associate$the$following$words$with$Reykjavik?$|$ 0%) 1%) Nice$people$ Strongly)disagree) 0%)

Rather)disagree) 1%) Neutral) 12%)

1.4%% 11.7%% 1.4%% 11.7%%

Neutral) 12%)

87.0%% 87.0%%

Strongly)agree) 51%)

Rather)agree) 36%)

Strongly)agree) 51%)

Strongly)or)rather)disagree)

Rather)agree) 36%)

Neutral) Strongly)or)rather)disagree) Strongly)or)rather)agree) Neutral)

Count 20,817 9,758 Count 10,818 20,817 1,571 9,758 2,233 10,818 6,723 1,571 7,253 2,233 2,797 6,723 196 7,253 3,994 2,797 5,783 196 10,535 3,994 30 5,783 253 10,535 8,664 30 11,439 253 146 8,664 79 11,439 7,558 146 13,033 79 10,114 7,558 1,738 13,033 1,290 10,114 1,251 1,738 967 1,290 903 1,251 855 967 678 903 610 855 585 678 146 610 109 585 146 109

1.4% 1.4% 1.4% 1.4% 1.7% 1.4% 2.5% 1.4% 1.3% 1.7% 1.2% 2.5% 1.0% 1.3% 1.5% 1.2% 0.8% 1.0% 1.1% 1.5% 1.8% 0.8% 0.0% 1.1% 1.2% 1.8% 1.3% 0.0% 1.4% 1.2% 4.8% 1.3% 1.3% 1.4% 0.8% 4.8% 1.7% 1.3% 1.5% 0.8% 1.1% 1.7% 0.9% 1.5% 0.9% 1.1% 1.3% 0.9% 1.2% 0.9% 1.6% 1.3% 0.7% 1.2% 1.5% 1.6% 2.2% 0.7% 0.7% 1.5% 0.0% 2.2% 0.7% 0.0%

11.7% 12.7% 10.7% 11.7% 12.5% 12.7% 12.4% 10.7% 13.7% 12.5% 10.8% 12.4% 7.8% 13.7% 10.7% 10.8% 10.5% 7.8% 11.9% 10.7% 12.0% 10.5% 30.0% 11.9% 15.4% 12.0% 10.8% 30.0% 12.1% 15.4% 7.5% 10.8% 19.0% 12.1% 18.2% 7.5% 7.9% 19.0% 12.4% 18.2% 11.6% 7.9% 7.9% 12.4% 9.7% 11.6% 10.5% 7.9% 8.3% 9.7% 14.9% 10.5% 13.4% 8.3% 10.0% 14.9% 11.3% 13.4% 13.0% 10.0% 11.9% 11.3% 13.0% 11.9%

Strongly)or)rather)agree Strongly)or)rather)agree

Scale)155 4.36 4.36 Scale)155 4.36 4.36 4.31 4.36 4.29 4.36 4.31 4.31 4.38 4.29 4.51 4.31 4.39 4.38 4.43 4.51 4.36 4.39 4.33 4.43 4.07 4.36 4.29 4.33 4.35 4.07 4.37 4.29 4.33 4.35 4.27 4.37 4.19 4.33 4.46 4.27 4.36 4.19 4.35 4.46 4.42 4.36 4.43 4.35 4.40 4.42 4.37 4.43 4.23 4.40 4.27 4.37 4.39 4.23 4.33 4.27 4.31 4.39 4.33 4.33 4.31 4.33

Neutral Neutral

50.5% 51.3% 49.9% 50.5% 47.3% 51.3% 46.4% 49.9% 47.4% 47.3% 51.5% 46.4% 61.0% 47.4% 53.6% 51.5% 54.7% 61.0% 50.2% 53.6% 49.0% 54.7% 36.7% 50.2% 47.4% 49.0% 48.8% 36.7% 51.9% 47.4% 52.1% 48.8% 48.1% 51.9% 38.7% 52.1% 57.4% 48.1% 51.6% 38.7% 48.8% 57.4% 51.4% 51.6% 54.3% 48.8% 53.3% 51.4% 48.2% 54.3% 41.6% 53.3% 41.6% 48.2% 52.0% 41.6% 49.9% 41.6% 45.2% 52.0% 45.0% 49.9% 45.2% 45.0%

Strongly)or)rather)disagree Strongly)or)rather)disagree

36.4% 34.6% 38.0% 36.4% 38.6% 34.6% 38.7% 38.0% 37.6% 38.6% 36.6% 38.7% 30.1% 37.6% 34.2% 36.6% 34.1% 30.1% 36.8% 34.2% 37.2% 34.1% 33.3% 36.8% 36.0% 37.2% 39.1% 33.3% 34.5% 36.0% 35.6% 39.1% 31.6% 34.5% 42.4% 35.6% 33.1% 31.6% 34.5% 42.4% 38.4% 33.1% 39.8% 34.5% 35.2% 38.4% 34.9% 39.8% 42.3% 35.2% 41.9% 34.9% 44.2% 42.3% 36.6% 41.9% 36.6% 44.2% 41.1% 36.6% 43.1% 36.6% 41.1% 43.1%

Strongly)agree Strongly)agree

Rather)agree Rather)agree

1.1% 1.0% 1.2% 1.1% 1.4% 1.0% 2.1% 1.2% 1.1% 1.4% 1.0% 2.1% 0.6% 1.1% 0.5% 1.0% 0.6% 0.6% 1.0% 0.5% 1.4% 0.6% 0.0% 1.0% 0.8% 1.4% 1.0% 0.0% 1.2% 0.8% 2.7% 1.0% 1.3% 1.2% 0.7% 2.7% 1.3% 1.3% 1.2% 0.7% 1.0% 1.3% 0.8% 1.2% 0.7% 1.0% 1.2% 0.8% 0.9% 0.7% 1.4% 1.2% 0.6% 0.9% 1.1% 1.4% 1.4% 0.6% 0.7% 1.1% 0.0% 1.4% 0.7% 0.0%

Neutral Neutral

0.3% 0.3% 0.2% 0.3% 0.3% 0.3% 0.4% 0.2% 0.2% 0.3% 0.2% 0.4% 0.4% 0.2% 1.0% 0.2% 0.1% 0.4% 0.1% 1.0% 0.4% 0.1% 0.0% 0.1% 0.4% 0.4% 0.2% 0.0% 0.3% 0.4% 2.1% 0.2% 0.0% 0.3% 0.1% 2.1% 0.4% 0.0% 0.3% 0.1% 0.1% 0.4% 0.1% 0.3% 0.2% 0.1% 0.1% 0.1% 0.3% 0.2% 0.2% 0.1% 0.1% 0.3% 0.3% 0.2% 0.9% 0.1% 0.0% 0.3% 0.0% 0.9% 0.0% 0.0%

Rather)disagree Rather)disagree

How)strongly)do)you)associate)the)following)words)with)Reykjavik?)|) Nice)people Total Total How)strongly)do)you)associate)the)following)words)with)Reykjavik?)|) Gender Female Nice)people Male Total Total Age 18529)years Gender Female 30535)years Male 36550)years Age 18529)years 51565)years 30535)years 66)years)plus 36550)years Education Primary)school 51565)years College)/)high)school 66)years)plus Undergraduate)university)degree Education Primary)school Graduate)university)degree College)/)high)school Continents Africa Undergraduate)university)degree Asia Graduate)university)degree Europe Continents Africa North)America Asia Oceania Europe South)America North)America Been)to)Reykjavík Never)been Oceania Have)been South)America Country USA Been)to)Reykjavík Never)been UK Have)been Germany Country USA Canada UK Denmark Germany Netherlands Canada France Denmark Finland Netherlands Norway France Sweden Finland Eastern)Europe Norway Southern)Europe Sweden Eastern)Europe Southern)Europe

Strongly)disagree Strongly)disagree

Strongly)or)rather)agree)

87.0% 86.0% 87.9% 87.0% 85.9% 86.0% 85.1% 87.9% 85.0% 85.9% 88.0% 85.1% 91.2% 85.0% 87.8% 88.0% 88.7% 91.2% 87.0% 87.8% 86.2% 88.7% 70.0% 87.0% 83.4% 86.2% 87.9% 70.0% 86.4% 83.4% 87.7% 87.9% 79.7% 86.4% 81.0% 87.7% 90.4% 79.7% 86.1% 81.0% 87.3% 90.4% 91.2% 86.1% 89.4% 87.3% 88.1% 91.2% 90.5% 89.4% 83.5% 88.1% 85.8% 90.5% 88.5% 83.5% 86.5% 85.8% 86.3% 88.5% 88.1% 86.5% 86.3% 88.1%

41 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Vinaleg

Vinaleg How$strongly$do$you$associate$the$following$words$with$Reykjavik?$|$ Friendly$ Strongly)disagree) 0%)

Rather)disagree) 1%) 1.4%%

9.5%%

Neutral) 10%)

Strongly)agree) 53%)

Rather)agree) 36%)

89.1%%

Strongly)or)rather)disagree) Neutral)

Strongly)agree

9.5% 10.2% 8.8% 9.9% 9.9% 11.0% 8.9% 6.8% 6.2% 8.3% 9.8% 9.9% 26.7% 14.5% 7.9% 10.6% 7.6% 13.9% 14.0% 6.9% 10.9% 9.9% 5.3% 8.0% 6.3% 6.7% 10.2% 8.8% 6.6% 7.0% 7.5% 12.8%

36.2% 34.1% 38.0% 39.3% 39.7% 37.0% 35.6% 31.2% 30.9% 33.9% 36.9% 36.8% 30.0% 32.9% 38.9% 34.4% 32.4% 26.6% 41.6% 33.1% 34.4% 37.7% 40.6% 35.2% 36.0% 41.1% 41.2% 43.6% 38.4% 38.9% 32.2% 37.6%

52.9% 54.4% 51.6% 49.6% 48.4% 50.6% 54.2% 60.8% 61.9% 56.8% 52.4% 51.5% 43.3% 51.0% 52.2% 53.5% 55.2% 58.2% 43.7% 58.2% 53.1% 51.0% 53.7% 55.7% 56.6% 51.1% 47.3% 47.0% 54.3% 53.1% 59.6% 49.5%

Scale)155 4.40 4.41 4.40 4.37 4.34 4.36 4.43 4.51 4.53 4.46 4.40 4.38 4.17 4.33 4.42 4.39 4.37 4.42 4.28 4.47 4.39 4.38 4.48 4.45 4.48 4.42 4.34 4.37 4.46 4.44 4.51 4.37

Count 20,747 9,720 10,786 1,570 2,227 6,700 7,231 2,780 194 3,979 5,763 10,503 30 255 8,634 11,400 145 79 7,536 12,988 10,076 1,736 1,280 1,250 965 900 854 674 610 584 146 109

Strongly)or)rather)agree

Rather)agree

1.1% 1.0% 1.2% 1.0% 1.7% 1.1% 1.0% 0.8% 0.0% 0.8% 0.9% 1.4% 0.0% 1.2% 0.9% 1.2% 3.4% 1.3% 0.6% 1.4% 1.3% 1.3% 0.4% 1.0% 1.0% 1.1% 1.2% 0.3% 0.5% 0.7% 0.7% 0.0%

Neutral

0.3% 0.3% 0.3% 0.2% 0.3% 0.3% 0.2% 0.4% 1.0% 0.2% 0.1% 0.4% 0.0% 0.4% 0.2% 0.3% 1.4% 0.0% 0.1% 0.4% 0.3% 0.1% 0.0% 0.2% 0.1% 0.0% 0.1% 0.3% 0.3% 0.3% 0.0% 0.0%

Strongly)or)rather)disagree

Rather)disagree

How)strongly)do)you)associate)the)following)words)with)Reykjavik?)|) Friendly Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree

Strongly)or)rather)agree)

1.4% 1.3% 1.5% 1.2% 2.0% 1.4% 1.2% 1.3% 1.0% 1.0% 1.0% 1.7% 0.0% 1.6% 1.1% 1.6% 4.8% 1.3% 0.7% 1.8% 1.6% 1.4% 0.4% 1.1% 1.1% 1.1% 1.3% 0.6% 0.8% 1.0% 0.7% 0.0%

9.5% 10.2% 8.8% 9.9% 9.9% 11.0% 8.9% 6.8% 6.2% 8.3% 9.8% 9.9% 26.7% 14.5% 7.9% 10.6% 7.6% 13.9% 14.0% 6.9% 10.9% 9.9% 5.3% 8.0% 6.3% 6.7% 10.2% 8.8% 6.6% 7.0% 7.5% 12.8%

89.1% 88.5% 89.7% 88.9% 88.1% 87.5% 89.9% 92.0% 92.8% 90.7% 89.2% 88.3% 73.3% 83.9% 91.1% 87.8% 87.6% 84.8% 85.3% 91.3% 87.5% 88.8% 94.3% 90.9% 92.5% 92.2% 88.5% 90.7% 92.6% 92.0% 91.8% 87.2%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Smá

Smá How$strongly$do$you$associate$the$following$words$with$Reykjavik?$|$ Small$ Strongly)disagree) 0%)

Rather)disagree) 4%) 4.4%$ 16.7%$

Neutral) 17%) Strongly)agree) 37%)

78.9%$

Strongly)or)rather)disagree)

Rather)agree) 42%)

Neutral)

Strongly)agree

16.7% 17.1% 16.4% 16.3% 15.8% 16.4% 17.2% 17.1% 26.2% 20.0% 17.3% 15.0% 20.7% 18.4% 16.2% 17.2% 13.8% 15.2% 21.0% 14.2% 17.4% 13.7% 19.8% 15.6% 15.8% 20.6% 20.9% 10.3% 13.1% 14.5% 18.1% 12.8%

41.7% 38.9% 44.2% 41.6% 42.7% 42.3% 41.5% 40.2% 38.5% 39.8% 42.2% 42.1% 31.0% 42.7% 42.1% 41.3% 45.5% 34.2% 41.2% 42.0% 41.0% 43.4% 40.5% 44.0% 42.1% 45.3% 41.8% 41.9% 45.3% 39.8% 34.0% 47.7%

37.2% 39.0% 35.4% 36.7% 37.6% 36.5% 37.2% 38.6% 31.3% 34.6% 36.3% 38.7% 44.8% 33.3% 36.8% 37.3% 37.9% 45.6% 33.3% 39.3% 37.3% 40.5% 32.5% 36.8% 37.2% 27.9% 30.1% 46.9% 36.7% 42.4% 41.0% 34.9%

Scale)155 4.11 4.11 4.11 4.09 4.14 4.10 4.11 4.13 3.95 4.03 4.10 4.15 4.17 4.03 4.10 4.11 4.18 4.20 4.03 4.16 4.11 4.22 3.98 4.14 4.11 3.94 3.94 4.35 4.13 4.21 4.07 4.13

Count 20,758 9,732 10,784 1,570 2,231 6,700 7,235 2,781 195 3,983 5,764 10,509 29 255 8,644 11,399 145 79 7,542 12,992 10,075 1,733 1,283 1,251 964 903 856 678 611 585 144 109

Strongly)or)rather)agree

Rather)agree

3.9% 4.5% 3.5% 4.9% 3.4% 4.4% 3.7% 3.6% 2.6% 4.9% 3.7% 3.7% 3.4% 4.7% 4.2% 3.8% 2.1% 5.1% 4.0% 3.9% 3.8% 2.1% 6.7% 3.5% 4.0% 5.8% 6.3% 0.7% 4.4% 2.7% 4.9% 4.6%

Neutral

0.5% 0.6% 0.4% 0.5% 0.5% 0.5% 0.5% 0.6% 1.5% 0.7% 0.5% 0.4% 0.0% 0.8% 0.6% 0.4% 0.7% 0.0% 0.5% 0.5% 0.5% 0.3% 0.5% 0.1% 0.8% 0.4% 0.8% 0.1% 0.5% 0.5% 2.1% 0.0%

Strongly)or)rather)disagree

Rather)disagree

How)strongly)do)you)associate)the)following)words)with)Reykjavik?)|) Small Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree

Strongly)or)rather)agree)

4.4% 5.1% 3.9% 5.4% 3.9% 4.9% 4.2% 4.1% 4.1% 5.6% 4.2% 4.2% 3.4% 5.5% 4.8% 4.2% 2.8% 5.1% 4.5% 4.4% 4.3% 2.4% 7.2% 3.6% 4.9% 6.2% 7.1% 0.9% 4.9% 3.2% 6.9% 4.6%

16.7% 17.1% 16.4% 16.3% 15.8% 16.4% 17.2% 17.1% 26.2% 20.0% 17.3% 15.0% 20.7% 18.4% 16.2% 17.2% 13.8% 15.2% 21.0% 14.2% 17.4% 13.7% 19.8% 15.6% 15.8% 20.6% 20.9% 10.3% 13.1% 14.5% 18.1% 12.8%

78.9% 77.9% 79.7% 78.3% 80.3% 78.7% 78.6% 78.8% 69.7% 74.4% 78.5% 80.9% 75.9% 76.1% 79.0% 78.6% 83.4% 79.7% 74.5% 81.4% 78.3% 83.8% 73.0% 80.8% 79.4% 73.2% 72.0% 88.8% 82.0% 82.2% 75.0% 82.6%

SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Náttúra

Náttúra How$strongly$do$you$associate$the$following$words$with$Reykjavik?$|$ Nature$ Strongly)disagree) 0%)

Rather)disagree) 2%) 2.0%% 11.0%%

Neutral) 11%)

87.0%%

Strongly)agree) 50%)

Rather)agree) 37%)

Strongly)or)rather)disagree) Neutral)

Strongly)agree

11.0% 10.2% 11.7% 13.6% 13.4% 11.2% 10.5% 8.3% 9.1% 9.5% 10.6% 11.8% 6.7% 11.5% 11.4% 10.7% 12.4% 11.4% 8.9% 12.3% 10.6% 12.6% 16.4% 11.8% 7.9% 13.1% 12.3% 6.7% 8.0% 9.6% 17.2% 9.2%

37.0% 34.1% 39.7% 36.4% 39.5% 37.3% 36.9% 34.7% 29.4% 34.3% 38.0% 37.7% 36.7% 28.5% 38.0% 36.4% 46.9% 30.4% 35.0% 38.2% 36.0% 42.6% 40.2% 39.8% 30.3% 39.7% 38.6% 37.2% 38.1% 35.2% 27.6% 37.6%

50.0% 53.7% 46.7% 46.1% 44.3% 49.1% 51.2% 56.0% 59.9% 55.1% 49.6% 48.1% 50.0% 58.5% 48.2% 51.3% 40.7% 58.2% 55.1% 47.0% 51.7% 43.0% 39.9% 47.0% 60.8% 43.9% 46.3% 55.3% 51.4% 53.2% 53.1% 51.4%

Scale)155 4.35 4.39 4.31 4.24 4.25 4.33 4.38 4.46 4.47 4.43 4.35 4.31 4.30 4.43 4.32 4.37 4.28 4.47 4.44 4.29 4.38 4.26 4.16 4.32 4.51 4.24 4.28 4.46 4.38 4.39 4.32 4.39

Count 20,774 9,739 10,797 1,570 2,229 6,712 7,237 2,789 197 3,987 5,770 10,516 30 253 8,647 11,417 145 79 7,556 12,993 10,092 1,733 1,287 1,252 966 902 855 675 611 583 145 109

Strongly)or)rather)agree

Rather)agree

1.8% 1.8% 1.8% 3.6% 2.5% 2.1% 1.3% 0.9% 1.0% 1.1% 1.7% 2.2% 6.7% 1.2% 2.2% 1.5% 0.0% 0.0% 0.9% 2.3% 1.5% 1.6% 3.3% 1.4% 1.0% 3.3% 2.7% 0.4% 2.0% 1.9% 2.1% 1.8%

Neutral

0.2% 0.2% 0.1% 0.3% 0.2% 0.2% 0.1% 0.1% 0.5% 0.1% 0.1% 0.2% 0.0% 0.4% 0.2% 0.1% 0.0% 0.0% 0.1% 0.2% 0.1% 0.2% 0.2% 0.0% 0.0% 0.0% 0.1% 0.4% 0.5% 0.2% 0.0% 0.0%

Strongly)or)rather)disagree

Rather)disagree

How)strongly)do)you)associate)the)following)words)with)Reykjavik?)|) Nature Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree

Strongly)or)rather)agree)

2.0% 2.0% 1.9% 3.9% 2.7% 2.3% 1.4% 1.0% 1.5% 1.2% 1.8% 2.4% 6.7% 1.6% 2.5% 1.6% 0.0% 0.0% 1.0% 2.5% 1.6% 1.8% 3.5% 1.4% 1.0% 3.3% 2.8% 0.9% 2.5% 2.1% 2.1% 1.8%

11.0% 10.2% 11.7% 13.6% 13.4% 11.2% 10.5% 8.3% 9.1% 9.5% 10.6% 11.8% 6.7% 11.5% 11.4% 10.7% 12.4% 11.4% 8.9% 12.3% 10.6% 12.6% 16.4% 11.8% 7.9% 13.1% 12.3% 6.7% 8.0% 9.6% 17.2% 9.2%

87.0% 87.7% 86.4% 82.4% 83.8% 86.4% 88.1% 90.7% 89.3% 89.3% 87.6% 85.8% 86.7% 87.0% 86.1% 87.6% 87.6% 88.6% 90.1% 85.2% 87.7% 85.6% 80.1% 86.7% 91.1% 83.6% 84.9% 92.4% 89.5% 88.3% 80.7% 89.0%

44 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Norðurljós

Norðurljós How$strongly$do$you$associate$the$following$words$with$Reykjavik?$|$ Northern$lights$ Strongly)disagree) 1%)

Rather)disagree) 3%) 3.5%% 14.3%%

Neutral) 14%)

82.1%%

Strongly)agree) 53%)

Rather)agree) 29%)

Strongly)or)rather)disagree) Neutral)

Strongly)agree

14.3% 13.0% 15.5% 16.7% 15.8% 15.4% 13.1% 12.4% 16.1% 13.3% 13.2% 15.2% 20.0% 13.0% 17.2% 12.1% 18.1% 15.4% 6.5% 19.0% 11.7% 11.6% 19.2% 15.4% 21.8% 18.0% 13.7% 20.9% 25.0% 18.4% 15.9% 11.9%

29.5% 27.0% 31.9% 30.1% 33.0% 31.1% 27.9% 26.7% 22.8% 26.1% 29.5% 31.0% 30.0% 25.6% 32.0% 27.6% 36.1% 25.6% 26.9% 31.1% 27.5% 30.5% 30.9% 29.1% 31.7% 34.1% 34.7% 36.8% 33.2% 31.7% 24.8% 30.3%

52.7% 56.7% 49.0% 47.5% 44.9% 49.4% 56.7% 59.2% 56.0% 58.3% 54.1% 49.6% 50.0% 54.7% 45.6% 58.0% 43.8% 55.1% 65.5% 45.0% 58.7% 53.8% 42.6% 52.6% 43.4% 42.8% 47.6% 36.9% 34.3% 44.1% 53.1% 55.0%

Scale)155 4.31 4.36 4.26 4.18 4.16 4.25 4.39 4.43 4.28 4.40 4.34 4.25 4.30 4.28 4.17 4.41 4.22 4.32 4.57 4.15 4.42 4.33 4.08 4.31 4.15 4.14 4.25 4.05 3.92 4.13 4.25 4.38

Count 20,754 9,727 10,791 1,568 2,228 6,700 7,240 2,784 193 3,986 5,767 10,503 30 254 8,638 11,410 144 78 7,564 12,963 10,084 1,737 1,284 1,253 965 898 855 674 609 583 145 109

Strongly)or)rather)agree

Rather)agree

3.0% 2.9% 3.1% 4.7% 5.3% 3.5% 2.1% 1.4% 3.6% 1.9% 2.7% 3.6% 0.0% 6.7% 4.4% 1.9% 2.1% 3.8% 1.0% 4.2% 1.8% 3.6% 6.1% 2.6% 3.0% 4.7% 3.0% 5.0% 5.6% 5.1% 6.2% 2.8%

Neutral

0.5% 0.5% 0.5% 1.0% 1.0% 0.6% 0.3% 0.3% 1.6% 0.4% 0.5% 0.6% 0.0% 0.0% 0.8% 0.3% 0.0% 0.0% 0.1% 0.7% 0.3% 0.5% 1.2% 0.3% 0.1% 0.4% 0.9% 0.3% 2.0% 0.7% 0.0% 0.0%

Strongly)or)rather)disagree

Rather)disagree

How)strongly)do)you)associate)the)following)words)with)Reykjavik?)|) Northern)lights Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree

Strongly)or)rather)agree)

3.5% 3.4% 3.6% 5.7% 6.3% 4.1% 2.4% 1.7% 5.2% 2.2% 3.2% 4.2% 0.0% 6.7% 5.2% 2.2% 2.1% 3.8% 1.2% 4.9% 2.1% 4.1% 7.2% 2.9% 3.1% 5.1% 4.0% 5.3% 7.6% 5.8% 6.2% 2.8%

14.3% 13.0% 15.5% 16.7% 15.8% 15.4% 13.1% 12.4% 16.1% 13.3% 13.2% 15.2% 20.0% 13.0% 17.2% 12.1% 18.1% 15.4% 6.5% 19.0% 11.7% 11.6% 19.2% 15.4% 21.8% 18.0% 13.7% 20.9% 25.0% 18.4% 15.9% 11.9%

82.1% 83.6% 80.9% 77.6% 77.9% 80.5% 84.6% 85.8% 78.8% 84.4% 83.6% 80.6% 80.0% 80.3% 77.6% 85.7% 79.9% 80.8% 92.4% 76.1% 86.1% 84.3% 73.5% 81.7% 75.1% 76.8% 82.3% 73.7% 67.5% 75.8% 77.9% 85.3%

45 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA

Norræn

Norræn How$strongly$do$you$associate$the$following$words$with$Reykjavik?$|$ Nordic$ Strongly)disagree) 0%)

Rather)disagree) 1%)

0.8%% 5.1%%

Neutral) 5%)

Rather)agree) 29%) 94.1%%

Strongly)agree) 65%)

Strongly)or)rather)disagree) Neutral)

Strongly)agree

5.1% 4.7% 5.5% 4.8% 5.4% 5.0% 5.5% 4.6% 5.2% 5.1% 5.1% 5.1% 3.3% 7.5% 5.3% 4.9% 6.2% 7.6% 5.3% 5.0% 5.2% 10.8% 3.0% 2.8% 4.9% 3.6% 2.2% 4.0% 5.4% 4.5% 4.8% 1.8%

28.5% 25.9% 30.9% 28.4% 28.5% 28.4% 28.8% 28.3% 26.3% 27.7% 28.8% 28.8% 40.0% 34.1% 28.5% 28.5% 37.9% 12.7% 29.2% 28.1% 28.9% 36.9% 23.6% 25.6% 25.2% 30.7% 23.4% 25.8% 30.6% 30.3% 22.1% 33.0%

65.5% 68.7% 62.7% 65.9% 65.2% 65.8% 65.0% 66.5% 67.0% 66.6% 65.3% 65.3% 56.7% 56.0% 65.3% 66.0% 54.5% 79.7% 64.7% 66.1% 65.3% 51.2% 73.3% 71.2% 69.5% 64.9% 73.8% 69.5% 62.5% 64.0% 71.7% 64.2%

Scale)155 4.59 4.63 4.55 4.59 4.58 4.59 4.58 4.60 4.58 4.60 4.58 4.58 4.53 4.44 4.58 4.60 4.46 4.72 4.58 4.59 4.59 4.38 4.70 4.68 4.64 4.60 4.70 4.64 4.54 4.57 4.64 4.61

Count 20,747 9,724 10,785 1,565 2,226 6,699 7,228 2,790 194 3,988 5,760 10,499 30 252 8,627 11,408 145 79 7,551 12,974 10,084 1,730 1,282 1,250 960 901 855 675 608 584 145 109

Strongly)or)rather)agree

Rather)agree

0.7% 0.6% 0.7% 0.8% 0.9% 0.7% 0.6% 0.5% 1.0% 0.5% 0.7% 0.6% 0.0% 2.4% 0.7% 0.6% 1.4% 0.0% 0.7% 0.7% 0.6% 1.0% 0.0% 0.4% 0.4% 0.7% 0.6% 0.4% 1.3% 0.9% 1.4% 0.9%

Neutral

0.1% 0.1% 0.1% 0.1% 0.0% 0.1% 0.1% 0.2% 0.5% 0.1% 0.1% 0.1% 0.0% 0.0% 0.1% 0.1% 0.0% 0.0% 0.1% 0.1% 0.1% 0.1% 0.1% 0.0% 0.0% 0.1% 0.0% 0.3% 0.2% 0.3% 0.0% 0.0%

Strongly)or)rather)disagree

Rather)disagree

How)strongly)do)you)associate)the)following)words)with)Reykjavik?)|) Nordic Total Total Gender Female Male Age 18529)years 30535)years 36550)years 51565)years 66)years)plus Education Primary)school College)/)high)school Undergraduate)university)degree Graduate)university)degree Continents Africa Asia Europe North)America Oceania South)America Been)to)Reykjavík Never)been Have)been Country USA UK Germany Canada Denmark Netherlands France Finland Norway Sweden Eastern)Europe Southern)Europe

Strongly)disagree

Strongly)or)rather)agree)

0.8% 0.7% 0.9% 0.9% 0.9% 0.8% 0.7% 0.7% 1.5% 0.6% 0.8% 0.8% 0.0% 2.4% 0.9% 0.6% 1.4% 0.0% 0.8% 0.8% 0.7% 1.1% 0.1% 0.4% 0.4% 0.8% 0.6% 0.7% 1.5% 1.2% 1.4% 0.9%

5.1% 4.7% 5.5% 4.8% 5.4% 5.0% 5.5% 4.6% 5.2% 5.1% 5.1% 5.1% 3.3% 7.5% 5.3% 4.9% 6.2% 7.6% 5.3% 5.0% 5.2% 10.8% 3.0% 2.8% 4.9% 3.6% 2.2% 4.0% 5.4% 4.5% 4.8% 1.8%

94.1% 94.6% 93.7% 94.3% 93.7% 94.2% 93.8% 94.7% 93.3% 94.3% 94.1% 94.1% 96.7% 90.1% 93.8% 94.4% 92.4% 92.4% 93.9% 94.2% 94.2% 88.1% 97.0% 96.8% 94.7% 95.7% 97.2% 95.3% 93.1% 94.3% 93.8% 97.2%

46 SAMTÖK SVEITARFÉLAGA Á HÖFUÐBORGARSVÆÐINU

GREININGARSKÝRSLA