Visit Cornwall

Cornwall Imagery

Results from the Visit England visitor satisfaction tracker, June 2012-May 2013

TNS August 2013

Background Background & Methodology: An online survey collecting information about “brand England,” VE campaigns and visitor satisfaction (running since October 2009) A representative sample of English residents who are holiday takers (at least one night in paid accommodation, anywhere in the world) and non-rejecters of England 100 per week - 5000 over 12 months Survey refreshed and re-launched in July 2011 Addition of the ‘Attract’ brands – reflects England's best known destinations based on visitor numbers and consumer perception – information available about 40 destinations As part of a boost to the survey for a number of destinations, respondents were asked to score Cornwall on a bank of imagery statements.

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1 Imagery for Cornwall

Imagery of Cornwall

Several statements score highly amongst the England holiday taking population when thinking about Cornwall, including ‘good for families’, ‘allows you to relax’ and ‘lots to see and do’. Cornwall

AVERAGE FOR ALL DESTINATIONS

44% 44% 44% 41% 41% 39% 39% 38% 37% 36% 35% 33% 32% 27% 21%

24% 22% 26% 19% 16% 20% 22% 16% 21% 25% 19% 16% 20% 18% 24%

Agreement with statements

Is good for families with kids Allows you to relax Has lots of things to see and do Is a real escape from everyday life Makes me feel like I’ve had a proper holiday Creates lasting memories Offers unique experiences Makes me feel like I want to return again and again Offers a range of choice of different types of breaks Is good for couples Offers great food Delights and surprises Is a great way to spend time with your friends Is good value Is easy to get to Base: All respondents (June 2012-May 2013, booster survey data, n=3,165)

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Imagery of Cornwall

Independents and empty nesters tend to score Cornwall the highest on most imagery statements.

Pre Nesters

Families

Independents

Empty-nesters

34% 34% 34% 33% 31% 29% 31% 31% 24% 29% 27% 24% 28% 21% 17%

45% 41% 40% 37% 38% 36% 36% 35% 34% 30% 34% 30% 33% 28% 22%

47% 49% 48% 43% 44% 43% 44% 43% 40% 42% 38% 35% 36% 26% 21%

46% 51% 51% 47% 47% 44% 43% 42% 46% 41% 40% 39% 33% 30% 24%

Agreement with statements about Cornwall

Is good for families with kids Allows you to relax Has lots of things to see and do Is a real escape from everyday life Makes me feel like I’ve had a proper holiday Creates lasting memories Offers unique experiences Makes me feel like I want to return again and again Offers a range of choice of different types of breaks Is good for couples Offers great food Delights and surprises Is a great way to spend time with your friends Is good value Is easy to get to

Base: All respondents (June 2012-May 2013, booster survey data, n=3,165) 5