Resident Sentiment Poll: Northern BC Tourism June 2022 Insights
A poll conducted by CIPR Communications in June 2022 gathered sentiment from 1,122 residents across Northern BC communities regarding tourism. The results indicated residents' awareness of tourism's economic impact, concerns about attracting the right visitors, and a moderate correlation between tourism and quality of life. Insights revealed varying views on the industry's influence on the community.
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Resident Sentiment Poll Northern BC Tourism June 2022 Polling Conducted and Validated by CIPR Communications
Approach From June 6-9, 2022, Northern BC Tourism polled 1,122 residents from across Northern BC, including these communities: Prince Rupert Terrace Smithers Prince George Dawson Creek Fort St. John Fort Nelson Kitimat The purpose of this poll was to gauge resident sentiment regarding tourism and tourism-related activities, and marketing in their region.
Approach Analyzing Results YES / NO RESPONDENTS = 100% of decided respondents UNSURE RESPONDENTS = Undecided percentage of total respondents INSIGHT = CIPR COMMUNICATIONS INSIGHTS BASED ON POLLING RESULTS *** Yes and No respondents together add up to 100%, so you can view those responses as a percentage of decided people.
Approach - Sample Size For Context: A provincial poll in Ontario normally has a size of 800 (population 14 million). A federal poll normally has a size of 1500 (Population 37 million or 338 Ridings). This is a 1,122 sample for approximately 3 Ridings Result is: +/- 2.5% 19 times out of 20
Economic Impact Q: Tourism is an important industry and economic contributor in my community. 1 = yes; 2 = no; 3 = unsure UNSURE 7.8% YES NO 89.3% 10.7% These results demonstrate that residents are acutely aware of the potential economic impact of the tourism industry on their community.
Visitation Q: My community is currently attracting the right group of visitors for our community. 1 = yes; 2 = no; 3 = unsure UNSURE 37.5% YES NO 69.2% 30.8% These results demonstrate residents are not convinced that their community is attracting the right people. This is an area that should be explored further.
Quality of Life Q: Tourism is a contributing factor to a general increase in my quality of life. 1 = yes; 2 = no; 3 = unsure UNSURE 19.0% YES NO 79.3% 20.7% These results demonstrate a moderate correlation between tourism and Northern BC residents' quality of life.
Employment Q: The tourism industry in my community provides good employment opportunities for residents. 1 = yes; 2 = no; 3 = unsure UNSURE 21.6% YES NO 69.8% 30.2% These results demonstrate a disconnect between the perceived positive economic impact of tourism (question 1) and the potential employment opportunities created through tourism. These responses imply that while residents believe tourism is positive for their community, they don t believe it offers good jobs.
Industry Impact Q: I believe that industries such as oil and gas or forestry are important contributors to our tourism economy because they bring workers to our region. 1 = yes; 2 = no; 3 = unsure UNSURE 11.7% YES NO 75.9% 24.1% These results demonstrate residents believe that industry employers have a positive impact on the tourism sector.
Marketing Q: Money spent to attract visitors to my community is a good investment. 1 = yes; 2 = no; 3 = unsure UNSURE 19.3% YES NO 86.1% 13.9% These results demonstrate that residents support attracting tourists to the region and believe spending on tourism is a positive investment.
Welcoming Visitors Q: I believe that as the economy recovers, we should be welcoming visitors to our community. 1 = yes; 2 = no; 3 = unsure UNSURE 6.4% YES NO 94.2% 5.8% These results demonstrate that Northern BC residents are eager to welcome visitors back to their communities.
Small Businesses Q: I believe that small businesses and tourism-related operators in my community received the support they required to recover from the global pandemic. 1 = yes; 2 = no; 3 = unsure UNSURE 34.3% YES NO 48.1% 51.9% These results demonstrate that NBCT should continue to advocate on behalf of small businesses in the region and to ensure these efforts are communicated to residents.
Tourism Promotion Q: I believe our region should begin promoting tourism opportunities for visitors and actively be marketing to potential visitors from the following markets: a. Internationally 65.4% b. Domestically across Canada 22.0% c. Provincially only 7.7% d. Regionally only 1.5% e. I do not believe we should be promoting tourism 3.4% f. Unsure 11.3% These results demonstrate residents are supportive of national and international marketing efforts welcoming visitors to their communities.
Regional Tourism Q: This summer I intend to explore the Northern BC region: A. More than I have in previous years = 28.7% B. The same amount that I have in previous years = 42.9% C. Less than I have in previous years = 16.6% D. Not at all, I am not comfortable traveling at this time = 11.7 E. Unsure = 8.0% These results demonstrate residents are intending to increase their regional travel in the summer of 2022. These results also remind us at that more than 10% of respondents remain uncomfortable travelling at this time.
Resident Travel Q: In the last 6 months I have travelled: a. Regionally only 27.0% b. Regionally and domestically within Canada 21.6% c. Regionally, domestically and Internationally 10.0% d. Not at all, I am not comfortable travelling at this time 20.2% E. Unsure 4.4% These results build on the travel hesitation identified in the previous question, with more than 20% responding that they remain uncomfortable travelling.
Future Resident Travel Q: In the next 6 months I am looking forward to travelling a. Regionally only 27% b. Regionally and domestically within Canada 38.6% c. Regionally, domestically and Internationally 18.7% d. Not at all, I am not comfortable travelling at this time 15.8% e. Unsure 2.8% These results indicate that while residents are planning to leave their region in the next six months, there remains a hesitation to travel with 15.8% responding that they are uncomfortable with travel at this time.
Further Contact Q: I would be willing to be contacted individually to provide further input regarding tourism in Northern BC. (yes/no) YES 179 179 individuals have self-selected that they would be willing to provide further input regarding tourism in Northern BC. This is a significant portion of respondents which could be a powerful tool moving forward. It must also be recognized that often the most hyper-engaged are the most upset or unhappy so before engaging them they should be vetted and placed in an appropriate cohort.
Insight Summary Nearly 90% of respondents believe tourism is an important economic contributor in their community. 80% of respondents indicate that tourism leads to an increase in their quality of life. 70% of respondents believe tourism leads to good jobs. More than 85% of respondents indicate money spent on promoting tourism a good investment. 94% of respondents believe we should be welcoming visitors to the region. Less than 50% of respondents believe small businesses and tourism operators have been provided necessary support. 87% of respondents support national and international marketing efforts.
