Visitors get satisfaction from Guernsey

Guernsey ranks as a very satisfying tourist destination, according to a recent survey conducted by a UK market research company. The 2003 Guernsey Product and Customer Satisfaction Study has revealed that 97% of respondents rated Guernsey as being a ‘good’ to ‘excellent’ destination. Mr Stuart Pinnell, Chief Executive of the Tourist Board, explained the figures: “The study has highlighted some very positive visitor attitudes towards the Bailiwick. I’m delighted that 41 percent rated Guernsey as ‘excellent’, with 44 percent finding it ‘very good’ and a further 12 percent ‘good’. This is extremely encouraging for the industry and an excellent foundation for us to build on”. The Guernsey Product and Customer Satisfaction Study was carried out by Edinburgh based NFO WorldGroup; now part of TNS, one of the world’s leading market information groups. A representative sample of almost 800 visitors was interviewed at the harbour and airport between May and October last year. Almost all of the visitors had stayed in the island for at least one night, in commercial accommodation. The study also revealed that over half of all visitors surveyed had accessed the Tourist Board’s web site before coming to Guernsey. Mr Pinnell commented: “We are now seeing just how crucial it is for the islands to have a strong online presence. Whilst 50 percent of all UK visitors accessed our site, the total rose to 75 percent for overseas visitors. That’s a tremendous reach and proof, if needed, that our web site is one of Guernsey’s most valuable ambassadors”. The study found that most visitors primarily view the islands as a good place to relax and get away from it all and associate it with a slower pace of life. They also believe it to be good for walking and say that islanders are friendly people. Mr Pinnell commented: “The study identified the qualities that visitors associate with Guernsey before they actually visit the island. The results show high levels of association with Guernsey’s key product elements. That’s important, because it means that potential visitors have an accurate image of the islands and are therefore much more likely to be satisfied when they get here. That accounts for the results we’re seeing here and suggests that Guernsey is communicating a true image of itself”. Mr Pinnell added that visitors also view the islands as having good beaches, interesting history and culture and good places to eat. The findings of the 2003 Guernsey Product and Customer Satisfaction Study revealed that walking on the coastal paths, going to the beach, visiting other islands and swimming in the sea were all popular visitor activities. UK visitors also particularly enjoyed shopping in the islands. Castle Cornet was again voted Guernsey’s number one attraction, followed by the German Occupation Museum, the Little Chapel and Victor Hugo’s House. The study stressed that natural beauty continues to be one of Guernsey’s main strengths and highlighted its importance in the whole holiday selection process. It also suggested that the islands might benefit from greater promotion of their beaches, which impressed visitors in 2003. Mr Pinnell said he was happy with the study’s conclusions: “Whatever their age, nationality or number of previous visits, the vast majority of our visitors see Guernsey as a very appealing destination, whether that’s in terms of levels of satisfaction, likelihood to revisit or to recommend to others. Since 2000 we have seen a six percent rise in the number of visitors who claim their holiday had definitely lived up to expectations. That now stands at 84 percent, which is extremely encouraging and something we can all be proud of”. For more information contact Jason Moriarty, Tel. 01481-726611