Stonehaven it’s Special Tourism Group – Report Date: 16 January 2006
Subject: Tourism Survey July 2005
Nature of Group
Stonehaven it’s Special is a voluntary community group formed with the encouragement of the Aberdeenshire Towns Partnership. Its objectives are to:
- Encourage development and improvement to the tourist infrastructure of Stonehaven
- Enhance the image and perception of Stonehaven
- Improve the co-ordination of events that attract visitors to Stonehaven
The group has an executive committee, which is drawn from the various interest groups within the town, for example, Stonehaven Business Association, Friends of Stonehaven Open Air Pool, Stonehaven Lions Club (Fee’in Market), Stonehaven Folk Festival, Stonehaven Open Air in the Square (Hogmanay event). The executive committee oversees the development of the town’s events and its sub-group, Stonehaven it’s Special Tourism Group, has been formed to encourage tourism development and the town’s promotion.
Membership of the Tourism Group comprises representatives of the organisations involved in SiS, local tourism businesses, Aberdeenshire Council and tourism promotion and marketing professionals.
Stonehaven Tourism Strategy
A formal tourism strategy is being developed for the town. Once this has been agreed by the tourism group it will be circulated to the wider community for consultation prior to being adopted. An action plan will then be agreed, although this is already in a draft form, at present and some important actions are being progressed in order to maintain momentum. The action plan represents those that the group wishes to take in implementing the strategy and recognises that other groups, agencies, businesses or the community generally, may need to be involved in that process
Tourism Survey
To help the group develop a strategy, it was decided that some market research should be undertaken in order to establish visitor perceptions of Stonehaven as a tourist destination. This was a first attempt and, hopefully, will be repeated. A copy of the full survey and recommendations is attached to this report.
The main objectives were to find out:
· where visitors came from and why they chose to visit Stonehaven
· how long they were staying and where
· how visitors rated the town’s amenities
· which activities interested visitors and what would encourage them to visit again
· what improvements could be made to enhance the experience of visiting the town
The skills of the tourism professionals involved in the group meant that a questionnaire could be developed, and face-to-face interviews conducted, at various locations within the town. Local accommodation providers were asked to encourage guests to complete the questionnaires, also. The costs of the survey were kept to a minimum, therefore. The total cost of the work was limited to £1,019.
The survey was undertaken in July 2005, which is the peak holiday season and tourist numbers are relatively high. Fortunately, the survey was conducted during a period of good weather and with two important events on at the same time i.e. Folk Festival and Highland Games, which will have added to the number of visitors in the town.
Scope of Survey
· 71 face-to-face interviews conducted at various locations between 7th and 22nd July. Candidates were selected randomly, but local residents were excluded from the interviews.
· 200 self-completion questionnaires distributed to local hotels, guesthouses and caravan parks and a 35% response rate was achieved. Respondents were encouraged to participate by being entered into a free prize draw, which was completed afterwards (a case of wine).
Survey results
The main results are detailed in the full survey and are summarised here:
- The majority of visitors questioned were from Scotland including Aberdeen city and Aberdeenshire (61%), followed by the rest of the UK (18%) and Europe (15%).
- The majority of visitors were on day trips. A number were regular visitors or were staying with family/ friends, so sightseeing was not as important for these visitors.
- Even so, the main reasons for visiting overall were sightseeing, visiting family/friends, the beach and harbour or attending a special event.
- 59% of visitors had visited the town more than once and this included a significant number from other parts of Scotland and the UK.
- On the whole, visitors like the town as it is, are averse to too much change and negative comments were relatively few. The town’s facilities rated highly. However, various issues and suggestions raised by visitors have been included in recommend actions.
- The relatively large number of day visitors reduces the average spend likely.
- The most popular places to visit were the Harbour, Dunnottar Castle, Beach, Open Air Pool and Tollbooth Museum.
Survey conclusion and recommendations
Overall Stonehaven is a popular place for a day’s outing and attracts visitors from further afield e.g. rest of Scotland. There is a great fondness for the town, especially its natural amenities (beach and harbour) and its friendly atmosphere. The Tourism Group will need to accept, however, there are practical limits to what it can undertake itself and some issues will need to be taken up by local businesses or Aberdeenshire Council. It is recognised, also, that significant improvements have been made on some issues already in recent years.
Main actions suggested:
· Reduce traffic congestion in harbour area.
· Ensure public toilets are as well maintained and serviced as possible.
· Ensure the beach is kept as clean as possible and take action on dog fouling there and around the town.
· Explore options for boat trips.
· Remedy eyesore of former childrens’paddling pool.
· Improve footpath signs to Dunnottar Castle.
· Large “what’s on” posters around the town.
· Produce Town Trail map.
· Produce visitor guide/map.
· Put on more entertainment outwith the main events.
· Further improvement to publicity of events.
· Expand tourism survey and make more detailed enquiries of visitors.
· Involve accommodation providers in focus group research.
· Establish a list of key areas to target with promotional leaflets and distribute leaflets to tourist information centres and tourist information points
· Consider trial of door-dropping leaflets in targeted areas.
· Establish a means for monitoring the effectiveness of leaflets.
· Take own stand at VisitScotland Expo event in 2006.
· Market to contacts made at past and future VisitScotland Expo events.
· Encourage development of the Tourist Information Centre in a more prominent location.
Conclusion
The results of the survey have been combined with the developing strategy for the town and with other actions identified previously to provide a more comprehensive action plan. The Tourism Group has taken steps to start implementing a number of the suggestions and has taken up other issues with Aberdeenshire Council.
Report by: Robert Armstrong,
Senior Business Development Executive
Transportation & Infrastructure – Economic Development
Aberdeenshire Council
Viewmount,
Arduthie Road
Stonehaven
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