Results of the first and second wave

INBOUND TOURISM IN PRAGUE 2014-2017
SURVEY OF VISITORS TO PRAGUE
RESULTS OF THE FIRST AND SECOND WAVE
 The tourist survey takes place in Prague over a period of three years
 The field investigations are performed 2x per year in December-January and June-July
- 1st wave: December 2014 - January 2015
- 2nd wave: June - July 2015
 The survey is intended to determine the following:
- what motivates foreign and domestic tourists to travel to Prague
- the reasons for their stay in Prague
- the structure of expenditures and services used
- whether tourists are satisfied with their visit
- what they like best about Prague
- whether they are returning to Prague
- where they get their information from
- how much they are willing to use modern technologies
 Target group: visitors to Prague 15 years of age or older
 Method: TAPI (Tablet Aided Personal Interviewing)
 Interviewers randomly select members of the target group to complete the survey
 Surveys are collected evenly in 26 pre-determined locations
 A total of 3,078 respondents took part in the first two waves; the minimum number for each round is 1,500
 Maximum quota per nationality: 120 people/1 wave
 The survey is available in 12 languages: Czech, English, German, French, Italian, Russian, Spanish, Chinese, Japanese, Korean, Polish
and Dutch
 Prepared by: GfK Czech, s.r.o. for Prague City Tourism
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
Stránka 1
RESPONDENT AGE STRUCTURE
 In the winter the most respondents were in the 20-29 age bracket
 In the summer the 20-29 age bracket was also the most represented, but the overall age structure was more balanced
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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RESPONDENT GENDER STRUCTURE
 Both genders were equally represented in both waves
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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RESPONDENT ORIGIN STRUCTURE (REGION OF PERMANENT
RESIDENCE)
 In both waves the greatest number of respondents came from Europe, with Asia in second place
 Visitors from 85 countries around the world took part in the first wave, with 88 countries in the second wave
 The greatest number of respondents were recruited from TOP countries based on visitor numbers, i.e. Germany, Italy, France, United
Kingdom, USA, Russia and South Korea
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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MAIN PURPOSE OF VISIT
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In the winter 63% of tourists came only to Prague, in summer half of them
The ratio of people coming to Prague in combination with visiting other European cities was much higher in the summer
Places in Europe most frequently visited along with Prague: Vienna, Budapest, Berlin, Germany
Places in CR most frequently visited along with Prague: Český Krumlov, Karlovy Vary, Kutná Hora, Brno
Prague was a transit-only city for just a negligible fraction of tourists
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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NUMBER OF VISITS TO PRAGUE
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Tourists visiting Prague for the first time predominated in both waves, although in summer the difference was even more striking
The number of repeat visits is closely related to the respondent’s country of residence
The most frequent returning visitors are those who live closest - Czechs, Slovaks, Germans
Less frequent returning visitors are those who list historical monuments as the main reason for their visit
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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MAIN REASON FOR VISITING PRAGUE
 The vast majority of visitors came to Prague on a private trip, with business trips in the minority
 Most tourists came to Prague to see historical monuments, history and architecture - in winter more than half, in summer nearly 70%;
all other reasons came in much lower
 Entertainment was a more frequent reason for trips in winter as compared to summer, including visits or business trips
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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MAIN IMPETUS FOR VISITING PRAGUE
 In both waves recommendations from relatives or friends who had visited Prague previously bore the greatest weight in making the
decision to come to Prague
 The second main impetus for visiting in the winter was visitors’ own experience from past visits, while in the summer it was location - the
city’s strategic position
 Only a relatively small percentage of visitors chose Prague based on a travel agency offer or good ticket prices
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
Stránka 8
ORGANIZING THE VISIT TO PRAGUE
 Almost 87% of respondents came to Prague without outside organization - they planned their trip themselves (or a family or friend did it
for them)
 About a tenth of visitors came on a trip organized by a travel agency
 If visitors use travel agencies, they are primarily foreign travel agencies
 Trips organized by another entity (such as a school or sports group) were more frequent in summer
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SOURCE OF INFORMATION ABOUT PRAGUE PRIOR TO TRIP
 The main source of information prior to starting the trip was the Internet - 65% of winter visitors and 76% of summer visitors got
information online
 In both rounds most visitors found information mainly on travel sites such as TripAdvisor or social media
 Almost a third of winter visitors used official websites about Prague or the Czech Republic, 40% in summer
 In both rounds almost a third of guests got recommendations from friends or relatives; printed travel guides served as another major
source of information
 Communication channels and tourism trade fairs were less significant in the summer
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
Stránka 10
SOURCE OF INFORMATION ABOUT PRAGUE DURING TRIP
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Significant sources of information came in the same order in both waves
Almost 60% of people get information electronically during their trip
Only a slightly smaller percentage uses a paper map
Nearly a third of visitors use printed tour guides
Over 20% of tourists visit information centres in person
A significantly higher proportion of tourists used the services of a professional tour guide in summer
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
Stránka 11
MOBILE PHONE USE DURING TRIP TO PRAGUE
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About half of tourists kept their mobile turned on during their whole trip to Prague, while just 39% did the same in summer
More than 8% of winter visitors did not use a mobile phone at all when traveling, while in summer it was 17.5%
Visitors in the middle age bracket (30-49) keep their mobile on all the time most frequently, while the 70+ do so least frequently
However, each age bracket had each type of person
Czechs stood out strongly from other nationalities in both waves - more than 80% of them kept their mobiles on at all times
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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INTERNET USE DURING TRIP TO PRAGUE
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38% of tourists in both waves used an Internet connection almost constantly during their trip to Prague
The highest percentage of tourists used the Internet only at the hotel - almost half
6.5% of winter visitors and over 10% of summer visitors did not use the Internet at all
The most frequently permanently online age bracket was 30-39
The most respondents not online at all during their trip to Prague belonged to the 70+ age bracket
However, each age bracket had each type of person
Czechs stood out strongly from other nationalities in both waves - more than 60% of them were permanently online
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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SATISFACTION WITH SERVICES
 Respondents were presented with nine types of services for assessment:
- Urban public transport
- Taxi service
- Tourist and information centers
- Guide service
- Guidance and navigation system
- Exchange offices
- Knowledge of languages and helpfulness of people in services
- Security
- Orderliness
 Visitors to Prague were predominantly satisfied with services in most areas where the survey was offered
 Very successful areas include: public transport, safety, cleanliness, tourist information centre services and tour guides
 A larger percentage of tourists gave negative ratings to taxi services, foreign exchange offices, the orientation and navigation system
in Prague and the foreign language ability and helpfulness of people in services
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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SATISFACTION WITH SERVICES
A) URBAN PUBLIC TRANSPORT
 Public transport had the best ratio of satisfied to dissatisfied tourists out of the services assessed
 Very low percentage of dissatisfaction
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SATISFACTION WITH SERVICES
B) TAXI SERVICE
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Taxis are one of the worst rated services
A relatively low percentage of tourists used taxis - 40% in winter, 34% in summer
Some tourists stated that they did not use this service because they had received prior warning of dishonesty
Of those who did use taxis, one in five tourists was dissatisfied in the first wave and one in four in the second
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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SATISFACTION WITH SERVICES
C) TOURIST AND INFORMATION CENTERS
 Tourist information centres were only assessed by those tourists who used them during their stay
 Satisfaction with information centres is high
 Tourists assessed information centres in general, not only those from Prague City Tourism
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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SATISFACTION WITH SERVICES
D) GUIDE SERVICE
 Tour guide services were only assessed by those tourists who consider them one of their information sources during their stay
 Satisfaction with tour guide services is high; only a little over 2% of visitors in both waves were dissatisfied
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
Stránka 18
SATISFACTION WITH SERVICES
E) GUIDANCE AND NAVIGATION SYSTEM
 Dissatisfaction with the orientation and navigation system is relatively high - in summer it was the worst rated of all the services
assessed, in winter the second worst
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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SATISFACTION WITH SERVICES
F) EXCHANGE OFFICES
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Foreign exchange offices are one of the worst rated services
Half of tourists polled used them in the winter, over 40% in the summer
Some tourists stated that they did not use this service because they had received prior warning of dishonesty
Of those who did use foreign exchange offices in Prague, one in four tourists was dissatisfied in both winter and summer
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
Stránka 20
SATISFACTION WITH SERVICES
G) KNOWLEDGE OF LANGUAGES AND HELPFULNESS OF PEOPLE
IN SERVICES
 Language skills and helpfulness from people in services was one of the areas with the most positive or negative responses from
respondents
 Although most tourists were satisfied with the services offered, 14% of summer visitors and 12% of winter visitors expressed
dissatisfaction
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
Stránka 21
SATISFACTION WITH SERVICES
H) SECURITY
 Tourists rate Prague as a safe city
 In absolute figures satisfaction in this area is close to 90%
 By contrast dissatisfaction is very low
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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SATISFACTION WITH SERVICES
I) ORDERLINESS
 In absolute figures cleanliness (in the city, toilets, etc.) comes just after safety as the services tourists rated best
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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POPULAR PLACES IN PRAGUE
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Visitors in both waves primarily named the most famous landmarks - the Prague Castle and Charles Bridge most of all
The Vltava River, Petřín and Vyšehrad were also popular in both periods
Relatively often, especially in winter, tourists named restaurants, pubs and specific museums or cultural events
In the summer months visitors to Prague named areas outside the town centre and traditional tourist route less often
If a place outside the city centre was mentioned, it was usually in Prague 7, 3 or 2
The graph depicts only the seven most frequently mentioned places
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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EXCHANGING MONEY
 None of the methods of exchanging money came out as the clear winner
 The two most frequent methods of exchanging money are ATM withdrawals and at a foreign exchange office in the Czech Republic
 30% of visitors paid by card and a similar number exchanged money before they travelled to Prague
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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AVERAGE SPENDING - EXPENDITURE STRUCTURE
Average expenditures in CZK during
the entire stay
Accommodations including breakfast, half
board or full board
Transport to Prague
Transport around Prague
Meals in restaurants - not included in the
price of accommodations + food and drinks
Other expenditures - souvenirs, gifts,
clothing, maps, medications, culture, etc.
Average not including transport to
Prague
Total average
Average expenditures in CZK/day
Accommodations including breakfast, half
board or full board
Transport to Prague
Transport around Prague
Meals in restaurants - not included in the
price of accommodations + food and drinks
Other expenditures - souvenirs, gifts,
clothing, maps, medications, culture, etc.
Average not including transport to
Prague
Total average
1st wave
2nd wave
3,459,-
3,740,-
3,360,410,2,322,-
4,432,265,2,259,-
1,432,-
1,208,-
7,623,-
7,472,-
10,983,-
11,904,-
1st wave
2nd wave
781,-
764,-
766,94,522,-
888,53,452,-
573,-
242,-
1,970,-
1,511,-
2,736,-
2,398,-
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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TOURISTS RETURNING TO PRAGUE
 Over 80% of tourists intend to return to Prague; 51% say definitely so
 The number of people who do not want to return is very low
 The most frequent reason given for visitors not wanting to return is that they do not feel Prague as a city is interesting enough for
(another) separate visit
Pražská informační služba – Prague City Tourism – Oddělení statistiky a analýz
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