Destination

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• Destination
• Profile Visitor Satisfaction
• Survey
• Caloundra Report

in partnership with
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Contents
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This Report

• This report outlines results for the Caloundra
  Pilot DVS conducted as a part of Tourism Research
  Australias Destination Profile and Visitor
  Satisfaction Survey program.
• This report is one of a series of individual
  destination reports for the Sunshine Coast
  region. This report is not intended to contain
  documentation of all analyses but rather, provide
  information on key findings for Caloundra City.
  Further detail is also available through the
  Overall Sunshine Coast Regional Report, along
  with separate reports for the other three
  destinations the Noosa Shire, the Maroochy Shire
  and the Cooloola Shire.
• Where possible, comparisons against Tourism
  Research Australias Visitor Destination Norms
  have been made. The Visitor Destination Norms
  have been collated using key information from
  destinations around Australia who have
  participated in the Destination Profile and
  Visitor Satisfaction Survey program. Further,
  where there was insufficient sample size at the
  individual destination level, overall Sunshine
  Coast results (combining Caloundra/the Noosa
  Shire/the Maroochy Shire/the Cooloola Shire) have
  been reported.
• Glossary of Terms
• The following terms have been used throughout
  this report
• STO State Tourism Organisation
• RTO Regional Tourism Organisation
• TRA Tourism Research Australia
• TA Tourism Australia
• DVS Destination Visitor Surveys
• NVS National Visitor Survey - tourism industry
  travel statistics collection
• IVS International Visitor Survey - tourism
  industry travel statistics collection
• VFR Visiting Friends and Relatives

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Executive Summary
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Executive Summary

• Tourism Research Australia has commenced a
  Destination Visitor Survey (DVS) program in light
  of the recent Tourism White Paper. Tourism
  Queensland has conducted previous Visitor
  Satisfaction surveys in conjunction with regional
  tourism organisations within the State. This new
  DVS program has provided Tourism Queensland with
  the opportunity to participate in this national
  program of which one element is the Destination
  Profile and Visitor Satisfaction Survey program.
  This program has many benefits including a
  standardised approach of collecting visitor
  information nationally in order to develop
  normative information whereby destinations can
  compare their results against an aggregate of all
  other studies conducted under this program.
• Tourism Research Australia commissioned Ipsos to
  undertake the consultancy on behalf of Tourism
  Australia and Tourism Queensland in April 2006.
  The Destination Profile and Visitor Satisfaction
  Survey pilot was conducted in June July 2006 in
  the following four Sunshine Coast local
  government areas
• Caloundra City
• The Maroochy Shire
• The Noosa Shire
• The Cooloola Shire
• The methodology was a combined face to face /
  post card recruitment questionnaire followed by a
  main self-completion questionnaire provided via
  mail out or online link. The overall response
  rate (62) for the survey was similar to other
  Destination Profile and Visitor Satisfaction
  Survey studies conducted.

The overall objective for each destination is to
develop a comprehensive understanding of the
profile, travel behaviours and satisfaction of
visitors to the destination.
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Executive Summary
KEY FINDINGS
According to the National Visitor Survey, the
Sunshine Coast received approximately 2,462,000
visitors for the year ending March 2006. During
this period, all Queensland regions experienced a
decline in visitor numbers with the exception of
the Sunshine Coast, the Fraser Coast and the
Whitsundays.
Visitor Profile Visitors to Caloundra were
primarily intrastate travellers. Brisbane was the
largest source market for Caloundra (48)
followed by the rest of Queensland (34). Ten
percent of respondents were from NSW followed by
Victoria (3). Around 2 of visitors were
overseas residents. Approximately 39 of
visitors to Caloundra travelled with a partner
(39), whilst over a quarter (27) travelled with
friends and/or relatives (27) or travelled with
their immediate family, i.e. parents and children
(26). Only 5 travelled alone. Nearly two
thirds (60) of visitors to Caloundra had no
children aged 24 or under living with them.
However when looking at lifecycle, taking into
consideration, age/marital status/children, the
largest group was the parents with children
segment (32).
The Decision Process Around eight out of 10
visitors, or 80 of Caloundra visitors had been
to Caloundra before either for a day trip or an
overnight trip. The level of repeat visits was
high, with a quarter (25) of all visitors having
visited Caloundra five or more times in the past
12 months. The most predominant reason for
choosing Caloundra was the variety of things to
do and see (32). Past experience and having
friends or relatives at Caloundra were the most
common sources of information for visitors. The
internet was used by around one fifth of all
respondents (21). Nearly three quarters (74) of
all visitors to Caloundra didnt consider an
alternative destination. Those visitors who had
considered an alternative destination were asked
where else they had considered. The main
competitive destinations to Caloundra included
other areas on the Sunshine Coast (26) and the
Gold Coast (19).
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Executive Summary
The Trip The main reason for visiting Caloundra
was for leisure or a holiday (67), followed by
visiting friends and relatives (22). Only a
small proportion visited for business (2). The
majority of respondents did very little forward
planning in terms of deciding to visit Caloundra,
with 58 of all respondents only deciding to
visit Caloundra the week or day they were due to
leave for their trip, or during their trip. The
majority (56) of visitors to Caloundra didnt
make a booking for their trip. When a booking was
made prior to the trip, it was mainly through
accommodation providers (16). Almost all (87)
of Caloundra visitors used their own transport in
order to get to Caloundra. Staying with friends
and relatives was the most popular type of
accommodation used, followed by renting a house
and then staying in a luxury hotel/resort.
Two-thirds of all respondents were visiting
Caloundra on a day trip. Of the respondents who
stayed in Caloundra for at least one night, the
average length of stay was 4.8 nights. Places
most visited by Sunshine Coast Visitors overall
included Noosa (45), Maroochydore (43),
Mooloolaba (36), Caloundra and Eumundi (31
respectively). Three quarters (75) of all
Caloundra visitors said they had just walked or
drove around / took in the sights / general
sightseeing. Other popular activities included,
but were not limited to, go shopping (49) and
eating out at a hotel/restaurant/clubs (46).
Caloundra had the lowest reported expenditure
with an average daily visitor expenditure of 24,
this was driven by a number of people making
low-spending day trips to Caloundra.
Expectations and Satisfaction The majority of
visitors expected Caloundra to offer relaxation
and rejuvenation and spend quality time with
partner/friends/family (88 and 85
respectively). The experiences that particularly
exceeded expectations were centred around quality
family time (60), kids enjoyment (58) and
relaxation and rejuvenation (51). Given the
high levels of satisfaction overall, it appears
on further exploration, that over half of the
visitors were very satisfied with the beach
(58), local atmosphere (53) national
parks/natural attractions (51). With regard to
levels of satisfaction compared with attributes
deemed important, Caloundra performed very well.
Local atmosphere rated particularly highly and
consistently in terms of both satisfaction and
importance, as did personal safety and
security. .
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Executive Summary
Loyalty Commitment levels were high, with 86 of
respondents reporting that they were either
Extremely likely or Likely to return to
Caloundra in the next 12 months. Nearly two
thirds (62) of Brisbane visitors to Caloundra
said they were Extremely likely to return to
Caloundra in the next 12 months. Whilst just over
half (51) of people from the Rest of Qld were
Likely to return to Caloundra. There was a high
level of advocacy from Caloundra visitors, with
94 stating they would be Extremely likely or
Likely to recommend Caloundra to other people
as a place to visit. This is an encouraging
result given the importance of word of mouth
recommendations.
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Introduction and Background
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Introduction Background

• As a direct outcome of the recent Tourism White
  Paper, Tourism Research Australia is currently
  undertaking a Destination Based Survey Program.
  The Destination Based Survey Program was
  initiated through the recognition that many
  regional tourism destinations in Australia have
  extremely limited information at the local level
  to support their tourism marketing and product
  initiatives.
• One element of the Destination Visitor Survey
  Program involves a Destination Profile and
  Visitor Satisfaction Survey program. Information
  at this regional level can provide excellent
  market information from which tourism
  organisations can start to undertake more
  informed business planning, particularly
  destination marketing and product and service
  development.
• Tourism Australia has developed a Destination
  Profile and Visitor Satisfaction Survey model as
  a part of this program. The model covers
• Research design
• Fieldwork methodology
• Questionnaires (recruitment and main)
• Analysis
• Reporting
• There are numerous advantages of implementing a
  standard model including
• The lowest possible cost per project can be
  attained to enable access for regional
  destinations.
• By maintaining a consistent model TA will develop
  normative data that can enhance the analysis of
  visitor satisfaction data.
• A simple streamlined process via which
  destinations can initiate projects.
• Assurance of sound research design and execution
  producing sound research data
• A project executed by professional research and
  field teams thereby minimising unrealistic
  demands on the local tourism organisations and
  operators.

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Pilot Destinations

• Tourism Queensland have previously conducted
  Visitor Surveys in association with Tourism
  Sunshine Coast. The new Tourism Australia DVS
  program has provided Tourism Queensland with the
  opportunity to participate in this national
  program. Tourism Research Australia commissioned
  Ipsos to undertake the consultancy on behalf of
  Tourism Australia and Tourism Queensland.
• The Destination Profile and Visitor Satisfaction
  Survey pilot was conducted in the following four
  Sunshine Coast local government areas
• Caloundra City - refers to the entire Caloundra
  City Council area, which includes Beerburrum,
  Beerwah, Caloundra, Conondale, Currimundi, the
  Glass House Mountains, Golden Beach/Pelican
  Waters, Kawana, Landsborough, Maleny, Minyama,
  Mooloolah and Witta.
• The Maroochy Shire - encapsulates all of the
  Maroochy shire, which includes Mooloolaba,
  Coolum, Alexandra Headlands, Maroochydore,
  Mapleton, Montville, Kenilworth, Eumundi and
  Cotton Tree.
• The Noosa Shire - includes Noosa Heads,
  Noosaville, Sunshine Beach, Perigian,  Kin Kin,
  Cooroy and Pomona.
• The Cooloola Shire includes Rainbow Beach,
  Gympie and Mary Valley and Tin Can Bay.

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Queensland Travel Statistics

• As a way of background information and the
  overall importance of tourism to the Queensland
  economy, in the year ending March 2006,
  Australians took 16.3 million overnight trips to
  or within QLD, with a total of 73.7 million
  nights spent in the State. Domestic overnight
  visitor expenditure was at 11.0 billion, 2.5
  billion for day visitors and 3.2 billion for
  international (including package expenditure).
• Further, the majority (78) of visitors in
  Queensland were either for a holiday or VFR.
  Domestic visits to QLD was down 6 from the
  previous year
• Domestic day visitors totalled 27.8 million
• Domestic overnight visitors totalled 16.3 million
• However, domestic market share for Queensland was
  at 23.4, up by 0.2, whilst NSW was at 33.8 and
  VIC 24.2. Notably intrastate travel within QLD
  declined 9 and interstate travel declined 1
• Intrastate visitors outnumbered interstate
  visitors 2 to 1
• 40 of intrastate visitors were from Brisbane
• 56 of interstate visitors were from NSW
• All Queensland regions experienced declines in
  visitation except the Sunshine Coast (1.5), the
  Fraser Coast (1.6) and the Whitsundays (8.2)
• Brisbane is the most popular region with a total
  of 4,558,000 visitors
• The Sunshine Coast was the third most popular
  with a total of 2,462,000 visitors
• Thus the need to understand visitor experiences
  via surveys such as the Destination Profile and
  Visitor Survey is extremely important in order to
  develop local strategies to further encourage
  tourism at the local destination level.

Source Tourism Queensland Facts Figures as at
16th September 2006
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Destination Profile Visitor Satisfaction Survey
Objectives
The overall objective for each destination was to
develop a comprehensive understanding of the
profile, travel behaviours and satisfaction of
visitors to the destination.
The specific objectives of the Destination
Profile and Visitor Satisfaction Survey program
were to

• compile a visitor profile for the destination
• identify aspects of visitor behaviour
• measure visitor expectations and satisfaction
• measure visitor expenditure
• investigate visitor flow/patterns to other
  destinations visited during the trip

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Methodology
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Research Design
Stage 1 Project specifications for the
destination finalised Consultation with STO and
RTO was carried out in order to finalise survey
timing, questionnaires, postcards, interviewing
locations, postcard locations.
Stage 2 Face to face recruitment interviews
conducted at destination Respondents were
recruited by Ipsos, a professional research
agency. Visitors to the destination were invited
to complete a questionnaire upon returning home,
either via online or by a hard copy
self-completion survey. All respondents were
eligible for entry into a prize draw.

• Stage 3 Postcard recruitment at destination
• To supplement face to face recruitment sample,
  postcards were placed with local operators
  inviting visitors to participate in the survey.
  All respondents were eligible for entry into a
  prize draw.

Stage 4 Main questionnaires sent to
visitors Visitors were emailed an online
questionnaire link OR mailed a self-completion
survey to their home upon the completion of their
holiday.
Stage 5 Analysis and report completed Standard
analysis and reporting was completed by Ipsos
that included a comparison with results of other
destinations (normative data).
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Methodology

• Questionnaire Design
• As a part of the DVS program, Tourism Australia
  developed a base questionnaire in order to ensure
  consistency between all Destination Profile and
  Visitor Satisfaction Survey studies being
  conducted throughout Australia to develop a
  normative database for comparative information
  across Australia. In addition, Tourism
  Queensland had also conducted Visitor Surveys in
  the past thus the questionnaire design process
  was an amalgamation of the two questionnaires in
  order to maintain continuity where possible.
• DVS Norms
• The normative information contained in this
  report is derived from Destination Profile and
  Visitor Satisfaction Survey studies conducted
  around Australia. The normative database is added
  to as each Destination Profile and Visitor
  Satisfaction Survey study is completed,
  increasing the opportunity for individual
  destinations to compare with like destinations
  along with providing a national context within
  which to understand individual destination
  results.
• Weighting
• Weighting factors using NVS and IVS visitor
  statistics were derived by TRA and applied to the
  data. Criteria used in the weighting matrix
  included origin and purpose of trip.
• An Important Note
• Please note that some sub group analysis is based
  on a sample size of less than 40 respondents and
  as such should be interpreted with caution.

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Methodology

• Respondent Recruitment
• Recruiting and Interviewing was conducted between
  May and June 2006 coinciding with the regions
  low season.
• Face to face recruitment interviews were
  conducted at the following Caloundra sites
• Kings Beach
• Bulcock Beach
• Dickey Beach
• Main Street, Maleny
• Mary Cairncross Park, Maleny

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Methodology
Postcards, as displayed below, were used to
supplement the face to face recruitment. The
postcards were displayed in a stand provided by
Tourism Australia. The stand has a ballot box at
the bottom into which completed cards were
placed. The Caloundra Visitor Information
Centre, the Caloundra Bus Interchange and the
Maleny Visitor Information Centre displayed
postcards in stands at their premises. All
premises that displayed postcards were supplied
with reply paid envelopes in which to send
completed postcards back to Ipsos.
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Methodology

• Participating visitors were emailed an online
  questionnaire link or mailed a self-completion
  survey to their home, timed to coincide with when
  they returned from their holiday.
• An incentive of five 2000 random cash prizes was
  offered to all respondents who completed both the
  recruitment and main questionnaires.

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Caloundra Response Rates
It is important to note that whilst the
Destination Profile and Visitor Satisfaction
Survey was being conducted, additional Visitor
Survey field work was being conducted. Where
possible, clashes of field work at designated
interviewer locations were avoided. A total of
373 visitors to Caloundra were recruited to
participate in the survey with 62 overall
responding. Seventy percent of those who were
sent the main questionnaire via an online link
responded, performing somewhat better than mail
completions at 52.
Meeting Response Quotas
Responses
Base Total Caloundra completes, n231 (including
3 late responses) Please note that the results
throughout the report are based on the 228
respondents whose surveys were returned by the
survey cut off date.
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A Framework for Understanding
Visitors to the Sunshine Coast
It is important to note, whilst reviewing these
results, that the destination based survey of
visitors means that at the destination level,
respondent classification of being either a day
trip visitor or an overnight visitor is based on
where the individual was intercepted for the
survey. For example, if a person was
intercepted at Caloundra, they are asked
specifically about their activities in Caloundra
even though they may have been staying at
Maroochydore.
Overnight Visitors to the Sunshine Coast
Day Visitors to the Sunshine Coast
Overnight visitors to the destination within the
Sunshine Coast
Overnight visitors to multiple destinations
within a longer holiday
Day visitor to the destination within Sunshine
Coast
Day visitor to the destination within a longer
holiday
NOTE A VISITOR WAS DEFINED AS PEOPLE AGED 15 OR
OVER WHO LIVE OVER ONE HOURS DRIVE FROM THEIR
HOME TO THE DESTINATION AND THE DESTINATION WAS
NOT A REGULAR PLACE OF WORK (REGULAR PLACE OF
WORK WAS DEFINED AS SPENDING THE MAJORITY OF
THEIR WORKING DAYS (MORE THAN 50) IN THE
DESTINATION). TOUR OPERATORS WERE EXCLUDED.
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Caloundra Main Findings
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Caloundra Visitor Profile
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Who were Caloundras Visitors?

• Where did they come from?
• How old were they?
• Where were they in their lifecycle?
• Did they have children?
• Who did they travel with?
• How much did they earn?

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Caloundra Visitor Profile

• Visitors to Caloundra were primarily intrastate
  travellers. Brisbane was the largest source
  market for Caloundra (48) followed by the rest
  of Queensland (34). Ten percent of respondents
  were from NSW followed by Victoria (3). Around
  2 of visitors were overseas residents.
• Approximately 39 of visitors to Caloundra
  travelled with a partner whilst over a quarter
  travelled with friends and/or relatives (27) or
  travelled with their immediate family, i.e.
  parents and children (26). Only 5 travelled
  alone. Not surprisingly, people aged 55 years and
  over were more likely to be travelling with their
  partner (52).
• Nearly two thirds (60) of visitors to Caloundra
  had no children aged 24 or under living with
  them. However when looking at lifecycle, taking
  into consideration age/marital status/children,
  the largest group was the parents with children
  segment (32). When looking specifically at
  Queensland residents visiting Caloundra, the
  majority were parents with children at home (91)
  and from the younger 15-34 age group (93),
  whilst NSW visitors were more likely to be older
  non-workers (20, compared with 10 overall) and
  business people (20, compared with 10 overall).
  
• It is also important to note that just over a
  third (35) of VFR Caloundra visitors were
  retirees/ pensioners.

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CaloundraVisitor Profile
Origin ()
Travel Party ()
3 non-response
Q32a. In which State or Territory (or country) do
you reside?
Q10. How would you describe your travel party,
that is, all persons with whom you directly
travelled and shared most expenses? Travelled
with ...
Base Total Caloundra Respondents, n228
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CaloundraVisitor Profile
Age ()
Gender ()
Marital Status ()
1 non response
Q39. Are you single or part of a couple?
Q36. What is your age?
Children ()
Lifecycle Variable Age, Marital Status,
Employment ()
Those with Children (n52) 0- 5 years 52 6-14
years 46
2 non response
Q33/35. Do you currently have children aged 14
years or younger / 15-24 living with you for whom
you are the parent / guardian?
A lifecycle variable was derived from age,
marital status, whether a parent or not, work
status and age of children (if any) living at
home.
Base Total Caloundra Respondents, n228
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Caloundra Visitor Profile
Employment Status ()
Q40. Which of the following best describes what
you are mainly doing at present? Are you
Base Total Caloundra Respondents, n228 VFR
Visitors, n49 Holiday Visitors, n158 Day
Visitors, n96 Overnight Visitors, n132
Brisbane Visitors, n78 Rest of QLD Visitors,
n52 Other Aust OS Visitors, n98
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Caloundra Visitor Profile
Income ()
Q41. And which of these groups would contain the
combined income of everyone in your household,
before tax or anything else is taken out? Please
include pensions and allowances from all sources.
Base Total Caloundra Respondents, n228 VFR
Visitors, n49 Holiday Visitors, n158 Day
Visitors, n96 Overnight Visitors, n132
Brisbane Visitors, n78 Rest of QLD Visitors,
n52 Other Aust OS Visitors, n98
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The Decision Process
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31
Why did they decide to visit Caloundra?

• How familiar were they with the area?
• Where did they get their information about the
  destination?
• What alternatives were considered?
• What motivated them to action?

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Caloundra Familiarity
Around eight out of 10 visitors, or 80 of
Caloundra visitors had been to Caloundra before
either for a day trip or an overnight trip.
The level of repeat visits was high, with a
quarter (25) of all visitors, reporting having
visited Caloundra five or more times in the past
12 months. Around 16 of people residing in
the Rest of Queensland had visited Caloundra
more than 10 times in the past 12 months the
highest proportion out of all the subgroups of
visitors.
Number of Visits in Past 12 Months ()

• Q12. / Q13a. Was this the first time you had
  visited Caloundra, including both day trips and
  overnight trips?

Base Total Caloundra Respondents, n228 VFR
Visitors, n49 Holiday Visitors, n158 Day
Visitors, n96 Overnight Visitors, n132
Brisbane Visitors, n78 Rest of QLD Visitors,
n52 Other Aust OS Visitors, n98
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Sunshine Coast Why did they choose their
destination?
When compared to other Sunshine Coast
destinations, primary reasons associated with
visiting Caloundra were to visit family and that
Caloundra was a convenient stop over. However
there were many other secondary reasons for
choosing to visit Caloundra, including a variety
of things to see and do and a great place for a
family holiday.
Q16a. Why did you choose ltdestinationgt?
Base Total visitors to each destination
Caloundra, n228 Maroochy Shire, n176 Noosa
Shire, n204 Cooloola Shire, n195
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Caloundra Motivations for Trip
The most predominant reason for choosing
Caloundra was the variety of things to do and
see (32), a higher proportion of Brisbane
residents (40) also stated this as a reason to
choose Caloundra compared to those living in the
Rest of Queensland (26). Nearly a quarter
(24) of Brisbane visitors also chose Caloundra
for the beach experience whilst only 3 of people
from the Rest of Qld indicated the beach as a
reason. When asked which was the most important
reason for choosing Caloundra, to visit friends
was the most important motivation at 10.
Following closely was to spend time with my
partner (9), to visit family (9) and a
variety of things to see and do (9).
Note Reasons gt7 for Total Caloundra Visitors
not shown

• Q16a. Why did you choose Caloundra? / Q16b.
  Which of the following was the most important in
  choosing Caloundra?

Base Total Caloundra Respondents, n228
Brisbane Visitors, n78 Rest of QLD Visitors,
n52 Other Aust OS Visitors, n98
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Caloundra Motivation for Trip (cont.)
Of Overnight visitors, 37 said that one of the
reasons they chose Caloundra was that it is a
great place to spend time with my partner. 31
said also said that theres a variety of things
to see and do (31). A further 28 mentioned
good deals on accommodation. The most
commonly mentioned reasons why Holiday visitors
chose Caloundra included a variety of things to
see and do (42), it is a great place to spend
time with my partner (28), followed by to
visit a specific attraction, and its a great
place for a family holiday (23 respectively).

Reasons gt7 for Total Caloundra Visitors not shown

• Q16a. Why did you choose Caloundra? / Q16b.
  Which of the following was the most important in
  choosing Caloundra?

Base Total Caloundra Respondents, n228 VFR
Visitors, n49 Holiday Visitors, n158 Day
Visitors, n96 Overnight Visitors, n132
36
Caloundra VFR as a Motivation

• Respondents who reported visiting friends or
  relatives as a reason (not necessarily the main
  purpose of their trip) for going to Caloundra
  were asked whether they would have visited
  Caloundra if their friends or relatives werent
  there.
• Nearly half (49) of VFR respondents reported
  that they would have visited Caloundra anyway.
  Respondents in the Holiday visitor segment were
  more likely than the VFR segment to report they
  would have visited Caloundra anyway (69 versus
  35 respectively).

Proportion () Who Would/Wouldnt have Visited
Caloundra if Friends/Relatives Werent There
Q17. At the time of planning this trip would you
have gone to Caloundra for this trip if your
friends or relatives weren't there?
Note Sample sizes were too small to report on
Brisbane, Rest of QLD, Other Aust OS visitor
segments.
Base Those that reported VFR as the most
important reason for visiting, n68 VFR
Visitors, n39 Holiday Visitors, n27 Day
Visitors, n21 Overnight Visitors, n47
37
CaloundraInformation Sources
Sources Used to Obtain Information ()
Past experience and having friends or relatives
were the most common sources of information for
visitors. The internet was used by around one
fifth of all respondents (21) and used by nearly
a quarter (24) of Holiday visitors,
significantly higher than VFR visitors (5).
Typically Holiday visitors used more sources of
information than VFR visitors. In particular, 17
of Holiday visitors used travel books, guides or
brochures compared to 9 of VFR visitors. In
addition, 13 of Holiday visitors accessed a
tourist office / visitor information centre in
order to obtain information for their trip to
Caloundra.

• Q19. Before leaving home, which of the following
  information sources did you use to obtain
  information for this trip to Caloundra?

Base Total Caloundra Respondents, n228 VFR
Visitors, n49 Holiday Visitors, n158
38
Caloundra Competition
Nearly three quarters (74) of all visitors to
Caloundra didnt consider an alternative
destination. Those visiting friends and
relatives were least likely to consider an
alternative destination (7 compared with 25 of
Holiday visitors), as VFR was a primary reason
for choosing Caloundra. Those respondents who
had considered an alternative destination were
asked where else they had considered. The main
competitive destinations to Caloundra were other
areas on the Sunshine Coast and the Gold Coast.
Whether Considered an Alternative Destination to
Caloundra ()
Q15a. In planning this trip, was an alternative
destination to Caloundra considered? / Q15b.
Where else did you consider going?
Base Total Caloundra Respondents, n228 VFR
Visitors, n49 Holiday Visitors, n158 Day
Visitors, n96 Overnight Visitors, n132
Brisbane Visitors, n78 Rest of QLD Visitors,
n52 Other Aust OS Visitors, n98 / Base
Total who considered an alternative destination,
n28
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The Trip
39
40
CaloundraThe Trip

• What was the main purpose of the trip?
• When did they decide to visit?
• Did they book the trip, and how?
• How did they get to the region?
• How much did they spend?

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CaloundraMain Purpose of Trip
The main reason for visiting Caloundra was for
leisure or a holiday (67), followed by visiting
friends and relatives (22). Only a small
proportion visited for business (2). Respondents
aged 55 years and older were more likely to be
visiting friends and relatives (34) when
compared with 22 Caloundra visitors overall.
Whereas respondents aged 35 to 54 were more
likely to be in Caloundra for a holiday or
leisure (79 compared with 67 for the average of
all Caloundra visitors). Brisbane and Other
Australia travellers were more likely to visit
for holiday or leisure (74 and 87 respectively
compared with 67 for total Caloundra visitors).
People travelling alone were more likely to be
visiting friends and family (46) compared with
22 of all Caloundra visitors.
Main Purpose of Trip ()

• Q1. What was the main purpose of this trip?

Base Total Caloundra Respondents, n228
42
CaloundraTiming
When Decision to Visit Caloundra Was Made ()
The majority of respondents did very little
forward planning in terms of deciding to visit
Caloundra, with 58 of all respondents only
deciding to visit Caloundra the week or day they
were due to leave for their trip, or during their
trip. VFR visitors were most likely to plan 2-3
weeks in advance (34 compared with 18 of the
total sample). Whilst, as expected, Overnight
visitors had longer lead times for their
decision.
1 while on the road/after we left home
1 Dont Know
Q14. When was the decision made to visit
Caloundra?
Base Total Caloundra Respondents, n228 VFR
Visitors, n49 Holiday Visitors, n158 Day
Visitors, n96 Overnight Visitors, n132
Brisbane Visitors, n78 Rest of QLD Visitors,
n52 Other Aust OS Visitors, n98
43
Caloundra Bookings
Booking for Trip ()
Booking Made Through ()
The majority (56) of visitors to Caloundra
didnt make a booking for their trip to
Caloundra. When a booking was made prior to the
trip, it was mainly through accommodation
providers (16). .

Q22. Prior to your trip, did you yourself make
any bookings for the trip with? Tick as many as
apply / Q23. Prior to your trip did you make any
bookings for the trip on the internet?
Note Multiple bookings can be made
Base Total Caloundra Respondents, n228
44
CaloundraInternet Booking

• Of those who made a booking before visiting
  Caloundra, 52 used the Internet to make at least
  one booking.
• Of those who made a booking using the Internet,
  accommodation was the most common booking (69).
  Booking air travel using the Internet was also
  popular (37).

Reason for Internet Booking ()

• Q24. What did you book on the Internet? Did you
  book

Base Made a booking on the Internet, n63
Note Multiple bookings can be made
45
CaloundraLength of Stay
Two-thirds (66) of all respondents were visiting
Caloundra on a day trip. Eleven percent of all
Caloundra visitors stayed in Caloundra for 2
nights or between 3 6 nights respectively.
Length of Stay in Caloundra ()

• Q2. How many nights did you stay in Caloundra
  during this trip?

Base Total Caloundra Respondents, n228
46
CaloundraLength of Stay in Caloundra
Of the respondents who stayed in Caloundra for at
least one night, the average length of stay was
4.8 nights. People in the 55 plus age bracket
stayed on average 6.3 nights in Caloundra, much
longer than people in the 15-34 age bracket, who
on average stayed in Caloundra for 2.7
nights. People from interstate and overseas were
also more likely to have a longer stay in
Caloundra (8.3 nights) when compared to
intrastate visitors.
Mean Number of Nights Spent in Caloundra
Visitor
Reason
Region
Overall Satisfied Visitors
Age

• Q2. How many nights did you stay in Caloundra
  during this trip?

Base Stayed at least one night in Caloundra,
n132
47
Caloundra Total Trip Number of Nights Away

• Nearly half (49) of all visitors to Caloundra
  were away from home for at least one night and
  the average number of nights away from home was
  9.4.days for the total trip. As a proportion,
  respondents who stayed at least one night away
  from home, spent just on half of their time in
  Caloundra.

Length of Stay Away From Home ()

• Q3. In total, how many nights did you stay away
  from home for your entire trip?

Base Total Caloundra Respondents, n228
48
Caloundra Total Trip Number of Nights Away

• Not surprisingly, interstate and Overseas
  visitors averaged the longest number of nights
  away from home (18.1 nights).
• Although Queenslanders spent less time away in
  total, they spent a greater proportion of their
  nights in Caloundra when compared to all
  visitors
• Brisbane respondents spent 83 of their total
  number of nights away at Caloundra.
• Rest of Qld respondents spent 61 of their
  total trip nights away at Caloundra.

Mean Number of Nights Away from Home
Visitor
Reason
Region
Overall Satisfied Visitors
Age
Base Stayed at least one night away for entire
trip, n157 NOTE this can include day trip
visitors to the destination where surveyed

• Q3. In total, how many nights did you stay away
  from home for your entire trip?

49
Caloundra Transport Accommodation
Staying with friends and relatives was the most
popular type of accommodation used, followed by
renting a house/apartment/unit/holiday flat (not
serviced on a daily basis) and then staying in a
luxury hotel/resort. Caravan Park or commercial
camping ground was more popular amongst the 55
years and older group (21 vs.11
overall). Almost all (87) of Caloundra
visitors used their own transport in order to get
to Caloundra.
Main Type of Accommodation ()

• Q4. What type of accommodation did you mainly use
  in Caloundra?

Q10. What was the main form of transport that
you used to get to Caloundra?
Base Total Caloundra Respondents, n228
Base Respondents who spent at least one night in
Caloundra, n132
50
Sunshine Coast Visitors Places Visited
Fraser Island/Hervey Bay 9
Places most visited by Sunshine Coast visitors
overall included Noosa (45), Maroochydore (43),
Mooloolaba (36), Caloundra and Eumundi (31
respectively).
Tin Can Bay 9
Rainbow Beach 11
Gympie 18
Mary Valley 18
Eumundi 31
Noosa 45
Nambour 12
Coolum 24
Montville 22
Maroochydore 43
Witta/Maleny 18
Mooloolaba 36
Q6. On this trip to ltdestinationgt, which of the
following places did you visit? Please look at
the map to recall your journey.
Caloundra 31
Base Total visitors to each destination, n803
Caloundra, n228 Maroochy Shire, n176Noosa
Shire, n204 Cooloola Shire, n195. NOTE
this analysis has been carried out at the
Sunshine Coast level as sample sizes at the
destination level were too small to be reliable
Glass House Mountains 16
51
Sunshine Coast Private Motor Vehicle Visitors
Places Visited
Fraser Island/Hervey Bay 7
Given the large proportions of Sunshine Coast
visitors who used their car to get to their
destination, the places visited by private motor
vehicle users didnt differ substantially to the
overall Sunshine Coast with the exception of Mary
Valley.
Tin Can Bay 10
Rainbow Beach 11
Gympie 19
Mary Valley 8
Eumundi 31
Noosa 41
Nambour 13
Coolum 24
Montville 23
Maroochydore 42
Witta/Maleny 19
Mooloolaba 37
Q6. On this trip to ltdestinationgt, which of the
following places did you visit? Please look at
the map to recall your journey.
Caloundra 33
Base Total private motor vehicle visitors to
each destination, n620. Note private vehicle
has been defined as anyone who indicated they
used the following forms of transport at Q5. -
Private / own vehicle (car, truck, motorbike) /
company car / Rented / Hire vehicle / Motor
home/campervan/towing a caravan)
Glass House Mountains 16
52
Sunshine Coast Public Transport Visitors
Places Visited
Fraser Island/Hervey Bay 18
When looking at the travel patterns of public
transport visitors, the picture was somewhat
different. Nearly two thirds (63) of public
transport visitors went to Noosa and 51 to
Maroochydore. Whilst just on a third visited
Mooloolaba (32). In addition, when compared
to the Sunshine Coast overall, public transport
visitors were twice as likely to visit Fraser
Island / Hervey Bay than general Sunshine Coast
visitors (18 compared with 9 respectively).
Tin Can Bay 4
Rainbow Beach 13
Gympie 12
Mary Valley 6
Eumundi 34
Noosa 63
Nambour 9
Coolum 24
Montville 17
Maroochydore 51
Witta/Maleny 8
Mooloolaba 32
Q6. On this trip to ltdestinationgt, which of the
following places did you visit? Please look at
the map to recall your journey.
Caloundra 17
Base Total public transport visitors to each
destination, n181. Note public transport has
been defined as anyone who indicated they used
the following forms of transport at Q5. - Air
transport / Bus Coach / Railway / Other)
Glass House Mountains 14
53
Sunshine Coast VisitorsTime Spent on Visit
NOTE RESPONDENTS COULD HAVE MORE THAN ONE STOP
AT EACH DESTINATION
Base Total visitors to each destination, n803
Caloundra, n228 Maroochy Shire, n176Noosa
Shire, n204 Cooloola Shire, n195.
NOTE this analysis has been carried out
at the Sunshine Coast level as sample sizes at
the destination level were too small to be
reliable
54
Sunshine Coast VisitorsTime Spent on Visit
(cont.)
NOTE RESPONDENTS COULD HAVE MORE THAN ONE STOP
AT EACH DESTINATION
Base Total visitors to each destination, n803
Caloundra, n228 Maroochy Shire, n176Noosa
Shire, n204 Cooloola Shire, n195.
NOTE this analysis has been carried out at
the Sunshine Coast level as sample sizes at the
destination level were too small to be reliable
55
CaloundraActivities
Over three quarters (77) of all Caloundra
visitors said they had just walked or drove
around / took in the sights / general
sightseeing. Other popular activities included,
but not limited to, shopping (49) and eating out
at a hotel/restaurant/clubs (46). Interestingly,
visitors from the Rest of Qld were far more
likely to go shopping (63) when compared to
Caloundra visitors in general (49). Whilst a
significant proportion of Brisbane residents went
to markets (29), they were less likely to than
Caloundra visitors in general (36). Further,
going to markets was a favoured activity by
interstate and overseas residents, with 43
participating in this activity.
Note Activities gt7 for Total Caloundra Visitors
not shown

• Q7. On this trip to Caloundra, which of the
  following activities did you undertake? Please
  mark all that apply

Base Total Caloundra Respondents, n228
Brisbane Visitors, n78 Rest of QLD Visitors,
n52 Other Aust OS Visitors, n98
56
CaloundraActivities (cont.)
Overnight visitors to Caloundra were more likely
to go shopping than Day visitors to Caloundra
(81 compared with 33 respectively). Overnight
visitors were also far more likely to go to the
beach than Day visitors (51 compared with 24
respectively).
Note Activities gt7 for Total Caloundra Visitors
not shown

• Q7. On this trip to Caloundra, which of the
  following activities did you undertake?

Base Total Caloundra Respondents, n228 VFR
Visitors, n49 Holiday Visitors, n158 Day
Visitors, n96 Overnight Visitors, n132
57
Sunshine Coast VisitorsAverage Spend
Caloundra had the lowest reported expenditure,
driven by a number of people making low-spending
day trips to Caloundra. It is important to note
that the expenditure figures relate to spending
at the specific location and that people could
travel from one region to another for a day trip
and not spend any money.

Sample size is less than 40 thus figures have not
been reported
Q18a-c. How much have you spent so far in
ltdestinationgt, including any money paid before
the trip, and excluding any package
expenditure?/How much do you think you will spend
in ltdestinationgt, for the remainder of your stay
excluding any package expenditure? Again, this is
expenditure for you personally/your entire
travel party and please include all payments
relevant to your visit whether by cash, EFTPOS,
cheque, credit card or any other means./ So the
total amount that you will spend here will be
about ltsumgt, is this about right?
Base Total visitors to each destination, n803
Caloundra, n228 the Maroochy Shire, n176 the
Noosa Shire, n204 the Cooloola Shire, n195.
58
Expectations and Satisfaction
Having a great time... wish you were here!
58
59
Expectations Satisfaction

• What did they expect?
• Were their expectations met?
• How satisfied were they with aspects of the
  destination?
• How satisfied overall were they?
• What were they particularly happy or unhappy
  with?

60
Caloundra Visitor Expectations

• Respondents were asked if they expected Caloundra
  to offer a series of travel experiences and if so
  whether these expectations were in fact met.
• The majority of visitors expected Caloundra to
  offer relaxation and rejuvenation and spend
  quality time with partner/friends/family (88
  and 85 respectively).
• Caloundra was least likely to be associated with
  experiencing Australian history with less than
  a quarter (23) of respondents expecting this
  experience.
• Importantly, an enjoyable nightlife
  entertainment and luxury and indulgence
  experiences were not highly associated with
  Caloundra (26 and 34 respectively). The lack of
  association with these two experiences could be
  of concern given their potential to encourage
  spend in the area.
• The following pages provide further detail on
  each of the expected experiences.

Visitor Expectations of What Caloundra Would
Offer ( Yes)

• Q18a. Which, if any, of the experiences listed
  below did you expect Caloundra to offer? Please
  tick as many as apply

Base Total Caloundra Respondents, n228
61
Caloundra Top 6 Visitor Expectations

• Brisbane visitors were most likely to expect
  relaxation rejuvenation (95) at Caloundra and
  also to spend quality time with
  partner/friends/family (92).

Visitor Expectations of What Caloundra Would
Offer ( Yes)

• Q18a. Which, if any, of the experiences listed
  below did you expect Caloundra to offer? Please
  tick as many as apply

Base Total Caloundra Respondents, n228 VFR
Visitors, n49 Holiday Visitors, n158 Day
Visitors, n96 Overnight Visitors, n132
Brisbane Visitors, n78 Rest of QLD Visitors,
n52 Other Aust OS Visitors, n98
62
Caloundra Top 6 Visitor Expectations (cont.)

• Residents from Other Australia and Overseas were
  most likely to expect an opportunity to tour
  around explore in Caloundra (82) whilst day
  visitors were most likely (68) to expect a
  nature based experience.

Visitor Expectations of What Caloundra Would
Offer ( Yes)

• Q18a. Which, if any, of the experiences listed
  below did you expect Caloundra to offer? Please
  tick as many as apply

Base Total Caloundra Respondents, n228 VFR
Visitors, n49 Holiday Visitors, n158 Day
Visitors, n96 Overnight Visitors, n132
Brisbane Visitors, n78 Rest of QLD Visitors,
n52 Other Aust OS Visitors, n98
63
Caloundra Top 6 Visitor Expectations (cont.)

• With regard to good shopping, the largest
  proportion expecting this experience were from
  the Rest of Qld.
• Whilst for a food and wine experience, nearly
  two thirds (64) of Holiday visitors and Brisbane
  visitors alike expected this experience.

Visitor Expectations of What Caloundra Would
Offer ( Yes)

• Q18a. Which, if any, of the experiences listed
  below did you expect Caloundra to offer? Please
  tick as many as apply

Base Total Caloundra Respondents, n228 VFR
Visitors, n49 Holiday Visitors, n158 Day
Visitors, n96 Overnight Visitors, n132
Brisbane Visitors, n78 Rest of QLD Visitors,
n52 Other Aust OS Visitors, n98
64
CaloundraMet Expectations

• Overall Caloundra delivered on expectations.
• The experiences that particularly exceeded
  expectations were centred around quality family
  time (60), kids enjoyment (58) and
  relaxation and rejuvenation (51).
• The proportion of people who felt that an
  experience was worse than expected was very low.
  Six percent of visitors reported that shopping
  and adventure experiences were either
  somewhat/much worse than expected.

Degree to Which Caloundra Met Expectations ()

• Q18b. Indicate how well Caloundra met this
  expectation.

s in brackets respondents who expected the
experience
Base Caloundra Respondents who expected
experience
65
Caloundra Importance of Experiences

• The local atmosphere was rated as the most
  important aspect to visitors followed by public
  amenities and a variety of things to see and
  do.
• Over a third (37) of visitors to Caloundra rated
  personal safety and security as very important.
  
• Aspects such as local transport, tours and
  entertainment/nightlife were not rated as
  important to visitors.

Importance of Experiences ()
Q25. Again, thinking about your most recent trip
to Caloundra, how important or unimportant was
Please note this chart does not add to 100 as it
excludes Neither important nor unimportant/Not
important/Not at all important.
Base Total Caloundra Respondents, n228
66
Caloundra Overall Satisfaction

• There were high levels of overall satisfaction
  amongst visitors to Caloundra, with 94 either
  Very or Fairly Satisfied.
• There was little difference across subgroups on
  overall satisfaction levels. However 7 of
  interstate and overseas residents did indicate
  that they were very dissatisfied with their
  experience in Caloundra overall.

Overall Satisfaction with Caloundra ()
1 Fairly dissatisfied
1 Fairly dissatisfied

• Q27. Overall, how satisfied or dissatisfied were
  you with your experience at Caloundra?

Base Total Caloundra Respondents, n228 VFR
Visitors, n49 Holiday Visitors, n158 Day
Visitors, n96 Overnight Visitors, n132
Brisbane Visitors, n78 Rest of QLD Visitors,
n52 Other Aust OS Visitors, n98
67
Caloundra Overall Satisfaction compared with DVS
Norms
Overall Satisfaction ()

• Satisfaction with Caloundra overall was high, as
  was satisfaction with the Sunshine Coast overall
  and all other destinations included in the DVS
  normative database.
• Caloundra visitors were slightly more likely to
  indicate that they were either very satisfied
  (55) or fairly satisfied (39) than the DVS
  average (52 very satisfied / 36 fairly
  satisfied).

Q27. Overall, how satisfied or dissatisfied were
you with your experience at ltdestinationgt?
Base Total visitors to each destination
Caloundra, n228 Maroochy Shire, n176 Noosa
Shire, n204 Cooloola Shire, n195. / Base DVS
Norms from 11 destinations
68
CaloundraSpecific Elements of Satisfaction

• Overall, people were satisfied with their
  experiences in Caloundra. Nearly all (87)
  visitors were either fairly or very satisfied
  with the local atmosphere' and roads. The
  friendliness of locals and personal safety and
  security also rated extremely highly with 85 of
  all visitors being satisfied with these aspects.
• Whilst there was limited dissatisfaction
  reported, there was some dissatisfaction with
  car park facilities (8), the current level of
  development (8), public amenities and
  signage (7 respectively).
• These elements of dissatisfaction have been
  reinforced by the verbatim responses (please
  refer to Appendix 4) to the question, What else
  about Caloundra were you particularly unhappy
  with on your recent visit?.

Specific Elements of Satisfaction with Caloundra
()
Total Fairly/Very dissatisfied
Total Fairly/Very satisfied

Q26. And how satisfied or dissatisfied were you
with
Please note this chart does not add to 100 as it
excludes Neither satisfied nor dissatisfied and
Not Applicable responses.
Base Total Caloundra Respondents, n228
69
CaloundraSpecific Elements of Satisfaction
Given the high levels of satisfaction overall, it
appears on further exploration, that over half of
the visitors were very satisfied with the beach
(58), local atmosphere (53) national
parks/natural attractions (51).
Specific Elements of Satisfaction with Caloundra
( Very Satisfied / Fairly Satisfied)
Please note this chart does not add to 100 as it
excludes Neither satisfied nor dissatisfied/Fairly
dissatisfied/Very Dissatisfied and Not
Applicable responses.

• Q26. And how satisfied or dissatisfied were you
  with

Base Total Caloundra Respondents, n228
70
Caloundra Specific Elements of Satisfaction vs
DVS Norms
Specific Elements of Satisfaction with Caloundra
Compared to DVS Norms ()
When compared to the DVS satisfaction norms,
Caloundra is performing above average on food
and beverages. Further, whilst there were some
level of dissatisfaction reported with the roads
in Caloundra, when compared to DVS norms, people
visiting Caloundra had far higher levels of
satisfaction with roads. Caloundra performed
lower than average on commercial accommodation'
and local transport.
Q26. And how satisfied or dissatisfied were you
with chart continued overleaf
Base Total Caloundra Respondents, n228 / Base
DVS Norms from 11 destinations
71
Caloundra Specific Elements of Satisfaction vs
DVS Norms (cont.)
Visitors to Caloundra were more satisfied with
signage, information services and the local
atmosphere when compared to DVS norms. Whilst
Caloundra visitors were somewhat less satisfied
with entertainment/nightlife, and tours when
compared to DVS norms.
Specific Elements of Satisfaction with Caloundra
Compared to DVS Norms ()
Q26. And how satisfied or dissatisfied were you
with
Base Total Caloundra Respondents, n228 / Base
DVS Norms from 11 destinations
72
Caloundra Satisfaction vs Importance
Through plotting the mean ratings against
satisfaction scores and important scores for the
range of experiences measured, this identified
that the important experiences personal safety
and security, and local atmosphere had
correspondingly high levels of satisfaction and
importance.
IMPORTANCE (Mean Scores)
SATISFACTION (Mean Scores)
Q25. Again, thinking about your most recent trip
to Caloundra, how important or unimportant was
(very important/important/neither important nor
unimportant/ not important/not at all important)
/Q26. And how satisfied or dissatisfied were you
with (very satisfied/fairly satisfied/ neither
satisfied nor dissatisfied/fairly
dissatisfied/very dissatisfied).
Base Total Caloundra Respondents, n228
73
Were Caloundra visitors satisfied with the things
that were important?
With regard to levels of satisfaction compared
with attributes deemed important, Caloundra as a
destination performed very well. Local
atmosphere rated particularly highly and
consistently in terms of both satisfaction and
importance, as did personal safety and
security.
Satisfaction vs Importance ()
Q25. Again, thinking about your most recent trip
to Caloundra, how important or unimportant was
(very important/important/neither important nor
unimportant/ not important/not at all important)
/Q26. And how satisfied or dissatisfied were you
with (very satisfied/fairly satisfied/ neither
satisfied nor dissatisfied/fairly
dissatisfied/very dissatisfied).
Base Total Caloundra Respondents, n228
74
How did the less important aspects rate?

• For most of the less important attributes,
  satisfaction still rated more highly than
  importance, with the exception of car park
  facilities which were deemed slightly more
  important than satisfactory. The factors that
  rated below 60 for satisfaction also rated
  relatively low on the importance scale, i.e. the
  factors people were less satisfied with were also
  rated as less important. Such factors included,
  tours, local transport, entertainment/nightli
  fe, commercial accommodation and the current
  level of development.

Satisfaction vs Importance ()
Q25. Again, thinking about your most recent trip
to Caloundra, how important or unimportant was
(very important/important/neither important nor
unimportant/ not important/not at all important)
/Q26. And how satisfied or dissatisfied were you
with (very satisfied/fairly satisfied/ neither
satisfied nor dissatisfied/fairly
dissatisfied/very dissatisfied).
Base Total Caloundra Respondents, n228
75
CaloundraAdditional Likes and Dislikes

• 28 of respondents recorded additional positive
  aspects regarding their recent visit to Caloundra
  such as
• A relaxed and laid back atmosphere that allowed
  people to unwind.
• The scenic and natural beauty of the region.
• Good food and quality restaurants.
• The beaches.
• People are friendly and helpful.
• The range of activities and things to do.
• Cleanliness of public places and standard of
  amenities.
• Tasteful developments that are in-keeping with
  the local atmosphere. Lack of high-rises
• A small town atmosphere that is homely, unspoilt
  and not too crowded.
• Family destination that has childrens facilities
  including playgrounds.
• National parks and hinterland including the
  rainforests.
• Only 12 of respondents mentioned they were
  unhappy with something on their recent trip to
  Caloundra, such as
• Increase amount of parking.
• Upgrade some public amenities.
• Overdevelopment / development needs to be
  minimised.
• Reduce traffic congestion.
• Cheaper eating out.

Q30. What else about Caloundra were you
particularly happy with on your recent visit?/
Q31. What else about Caloundra were you
particularly unhappy with on your recent visit?
Please refer to the Appendices to review verbatim
comments
Base Total Caloundra Respondents, n228
76
Loyalty
76
77
Caloundra Loyalty

• How loyal were visitors to the destination?
• Would they recommend the destination?
• Did they intend to return to the destination?

Slide 78