DIT-ACHIEV Carlingford & Cooley Peninsula Visitor

and Business SurveyResults

4th October 2011

The DIT ACHIEV Model for Sustainable Tourism Management

Applying the Model in Carlingford and The Cooley Peninsula to assess how sustainably your destination is being managed over a period of time.

A- AdministrationC- CommunityH- HeritageI- InfrastructureE- EnterpriseV- Visitor

Business Survey Results

Business Survey Results

• Survey took place with 200 businesses in Carlingford & Cooley between April and June 2011. The survey was conducted face to face and online.

Hospitality/Tourism

Finance/Professional

Services

Retail

Manufacturing

Other

0 5 10 15 20 25 30 35 40

36

1

23

25

10

5

Main Business Activity (%)

100%

75%>

50%>

25%>

No Reliance

0 5 10 15 20 25 30

18

22

22

24

14

Level of Reliance on Tourism (%)

Business Survey Results

Very Good Good Neither Good nor

Poor

Poor Very Poor0

5

10

15

20

25

30

35

40

45

8

14

22

43

13

3

21 23

39

14

Street Cleaning

Public Area Landscaping, Presentation & Maintenance

Opinion on Management of Local Environment (%)

5

24

19

44

8 Very Good

Good

Neither Good nor Poor

Poor

Very Poor

Access to Broadband Services (%)

Business Survey Results

Business Operating Costs

Business Survey Results

0

10

20

30

40

50

28

44

23

50

Familiarity with Concept of Sustainability (%)

Environmental Action Policy in use

Customers are made aware of Policy

Green Team/Environmental working Group

Up to date with relevant environmental legislation

Up to date with relevant health & safety legislation

Use recycled material (paper, cartridges etc)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

39.0804597701149

36

20.6896551724138

75.3086419753087

92.9411764705882

81.3953488372092

50.5747126436782

48

68.9655172413794

19.7530864197531

5.88235294117647

12.7906976744186

10.3448275862069

16

10.3448275862069

4.93827160493827

1.17647058823529

5.81395348837209

Yes No Planned

Business & Environmental Practices (%)

Business Survey Results

Strongly Agree

Agree Neither Agree nor Disagree

Disagree Strongly Disagree

0

10

20

30

40

50

60

10 13

55

21

1

13

23

46

17

1

We encourage staff and customers to use public transport or other environmentally friendly transport.

We support responsible purchasing by purchasing Fairtrade/ Rainforest Alliance products

Corporate Social Responsibility (%)

Tidy Towns / Clean-ups

Community Sports Events

Community Charities

Nature / Heritage Conservation

Cultural Activities

Promotion/ Delivery of Events

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

37

26

30

24

27

19

37

43

52

19

28

11

26

31

18

57

45

70

Actively Participate Financially Support Not Involved

Business Participation in Local Community Activities (%)

Business Survey Results

Skillnets

LEADER

Fáilte Ireland Networks

Carlingford & Cooley Tourism Association

Dundalk Chamber of Commerce

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4

8

17

32

20

10

15

14

38

27

86

77

69

30

53

Actively Participating Occasional Participation No involvement

Business Participation in Local Co-operatives/ Partnerships (%)

Business Survey Results

Some key issues of concern which were raised were:· Rates and return on investment in relation to management of local environment & also management of street traders. · Operating costs—finance & energy costs in particular.· Lack of management of different visitor types & potential related anti-social behaviour. · Lack of high speed broadband in areas included in this study

Some key positive issues which were regularly raised were:· The quality of the local landscape & buildings

Areas for Development· Improved Environmental Management (e.g. litter & bin management, tree planting, protection of scenic views from development).· Greater Awareness & Promotion of Carlingford & the Cooley Peninsula as a tourism destination.· Ensure inclusion of all interested businesses in tourism development & central co-ordination of different groups towards a common goal.· Continued growth in tourism should be supported as it is an indigenous industry with employment potential that cannot be exported.  

Overall Summary of Business Survey

Visitor Survey Results

Visitor Survey ResultsVisitor Country of Residence

County of Origin - Republic of Ireland Visitors (%)

Dublin

Louth

Wicklow

Kildare

Westmeath

Meath

Cork

Tipperary

Kilkenny

Waterford

Wexford

Kerry

Other

0 10 20 30 40 50 60

54

8

6

5

3

3

3

2

2

2

2

2

8

Visitor Survey Results

On Holiday

On Business Trip

On Day Out/Day Trip

Attend conference/exhibition

Visiting Friends/Relatives

Wedding

Go on a Hen/Stag

Other

0 10 20 30 40 50 60

56

3

13

2

7

8

5

6

What is the main purpose of your visit?

Recommendation from friends/relatives

Regular visitor

Festival or event

Information on internet site

Read something about Carlingford

Tourist guide book/brochure

Affordable Accommodation

Tourist Information Centre/National Tourism Board

Radio/Television coverage

Affordable transport

Advice from travel agent

Other

0 5 10 15 20 25 30 35

33

14

11

9

7

6

4

2

1

0.5

0.5

12

Why did you choose Carlingford?

Activities Undertaken in Carlingford (%)

Dine in Restaurants

Visit Pubs/Bar

Visit Natural Heritage Sights

Walking/Trekking/Climbing

Shopping

Visit Built Heritage Sights

Take an Excursion Out of the Area

Go to an Event/Festival

Visit Museums/Exhibitions

Watch or Participate in a Sport

Water Based Actvity

Visit a Night Club/Disco

Cycling

Go to Concerts

Golfing

Organised Tour I Carlingford & Cooley

Angling/Fishing

Horse Riding/Trekking

Other

0 10 20 30 40 50 60 70 80

73

69

57

49

46

38

12

11

9

7

5

5

4

3

3

3

2

2

6

Visitor Survey Results

Friendly & Helpful People/Hospitality

Scenery/Landscape

Restaurants/Dining out

Good Accomodation

Walking/Climbing

Carlingford appearance

Nightlife/Music in Pubs

Festival/Event Attended

Adventure Centre Activities

Peace & Quiet

History/Culture/Heritage Sites

Other Activities

Scenic areas on Peninsula

Other

0 2 4 6 8 10 12 14 16 18

16

16

15

14

9

5

5

5

3

3

2

2

1

4

No Bad Experience

Poor Weather

Parking/Congestion

Poor Quality Food/Service

Expensive/Poor Value for Money

Anti-social behaviour

Pollution

Not Enough Activites for Children

Attractions/Businesses Closed

Poor Signage

Other

0 5 10 15 20 25 30 35 40 45 50

46

8

8

6

6

5

5

5

4

3

4

Visitor Survey Results

Best Experience in Carlingford & Cooley Peninsula (%)

Worst Experience in Carlingford & Cooley Peninsula (%)

Visitor Survey ResultsRating of Transport Management

Main Mode of Transport TO / AROUND Carlingford (%)

0

10

20

30

40

50

60

70

8069

19

1 3 4 1 1 1 1

56

17

1 1 1 1 1

22

To Carlingford Around Carlingford

Excellent Good Fair Poor Very Poor Don't Know

0

10

20

30

40

50

60

27

51

15

30

4

25

45

18

40

8

Traffic Flow Car Parking Facilities

Rating of Transport IssuesVisitor Survey Results

Excellent Good Fair Poor Don't Know0

102030405060708090 79

19

2 0 0

73

24

2 0 1

42 42

71

8

Friendliness of the local people in the area

Quality of Service experienced during visit

Opportunity to meet/mix with local people

Rating of Friendliness

Exquisite natural beauty, excellent hospitality, over and beyond expectations. Genuine local welcome.

Wonderful local cuisine whether in a formal restaurant or pub - the best of what Ireland has to offer.

A pleasure to come back to visit - A wonderful jewel - a quaint village; don't spoil it.

Beautiful scenery & friendly, warm, welcoming people. Will definitely be back.

First time in Ireland. It was excellent! Beautiful landscape, good food, nice people. Simply the best!

Picturesque setting - small & interesting village - a great release from busy city life - just what we needed.

Coming over the road from Ravensdale area to Omeath – Wonderful!.

Looking at Mourne Mountains & Seafront at breakfast time was great.

Destination is a secret. Not enough information for people to get here. Not previously aware of its heritage & beauty

Carlingford is traditional, rather than brash or tactless and naturally friendly- please try to keep it this way!

What Visitors said about Carlingford & Cooley

Results of both surveys are both generally very positive.

Given the complex economic situation nationwide, it cannot be said that some of the issues identified are unique to Carlingford and The Cooley Peninsula.

There is a high level of part time, casual and seasonal employment- could indicate little job security.

HOWEVER, most of the businesses provide continuous professional development for employees quality of employees is high

Visitor Satisfaction is very high 8.95 out of 10!

High level of repeat business

Poor weather and congestion appeared to be the main reasons for some dissatisfaction

Summary

Carlingford & the Cooley Peninsula’s USPs are in the areas of Adventure Tourism, Walking, Heritage, Festival/ Events & Food

The area should focus on these key niche market segments, targeting in particular visitors living within a 90 minute radius as a first priority.

Summary

What’s next?

Planning for the Future

Identification of Issues √

Data Analysis √

Data Collection √

Thank you!