Cover Page Research Report Quality of Visitor Experience Survey: Top Lodge Fineshade Wood Prepared for: The Forestry Commission
Cover Page
Research Report
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
Prepared for: The Forestry Commission
Quality of Visitor Experience Survey: Top Lodge Fineshade
Wood
Prepared for: The Forestry Commission
Prepared by: BMG Research
March 2012
Produced by BMG Research
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Executive summary
Table of Contents
1 Executive summary ........................................................................................................ 2
1.1 Quality of Visitor Experience research .................................................................... 2
1.2 Top Lodge Fineshade Wood ................................................................................... 2
1.3 Perceptions of the site ............................................................................................ 2
1.4 Strengths of the site ................................................................................................ 3
1.5 Areas for improvement ............................................................................................ 3
1.6 Visitor profile ........................................................................................................... 3
2 Introduction .................................................................................................................... 4
2.1 Background............................................................................................................. 4
2.2 Research programme ............................................................................................. 4
2.2.1 2010-2013 programme .................................................................................... 4
2.2.2 2011 programme ............................................................................................. 5
2.3 Report ..................................................................................................................... 5
2.4 Data reporting ......................................................................................................... 6
3 Visitor profile information ................................................................................................ 7
3.1 Visitor profile ........................................................................................................... 7
3.2 Group profile ........................................................................................................... 9
3.2.1 Size of group.................................................................................................... 9
3.2.2 Composition of group ..................................................................................... 10
4 Profile of visit ............................................................................................................... 11
4.1 Type of visit........................................................................................................... 11
4.2 Visitor origin .......................................................................................................... 12
4.3 Frequency of visits ................................................................................................ 13
4.3.1 First time visitors ............................................................................................ 13
4.3.2 Repeat visitors ............................................................................................... 13
4.4 Length of visit ........................................................................................................ 14
4.5 Activities undertaken ............................................................................................. 15
4.6 Length of time spent on activities .......................................................................... 17
4.7 Overall spending during the visit ........................................................................... 18
5 Perceptions of the site.................................................................................................. 20
5.1 Overall rating of the site as a place to visit ............................................................ 20
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
5.2 Rating of Top Lodge Fineshade Wood as safe and welcoming ............................. 21
5.3 Recommending the site as a place to visit ............................................................ 22
5.4 Favourite thing about the site ................................................................................ 23
6 Site facilities ................................................................................................................. 25
6.1 Importance of site facilities .................................................................................... 25
6.2 Rating of site facilities (where used) ...................................................................... 26
6.3 Ratings of site facilities by perceived importance .................................................. 28
7 Information about sites ................................................................................................. 29
7.1 Sources used to plan visit ..................................................................................... 29
7.2 Use of Forestry Commission website .................................................................... 30
7.3 Ratings of the website ........................................................................................... 30
7.4 Visiting other sites ................................................................................................. 31
8 Discovery passes ......................................................................................................... 32
8.1 Current uptake of Discovery passes ..................................................................... 32
8.2 Interest in Season Tickets & Discovery Passes .................................................... 33
9 Appendix 1: Questionnaire ........................................................................................... 34
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
2
1 Executive summary
1.1 Quality of Visitor Experience research
BMG Research has been commissioned to undertake a Quality of Visitor Experience
(QoE) survey on behalf of the Forestry Commission and from 2010-2013 will conduct
approximately 10,000 surveys across fifty forest sites in England and Wales.
In 2011, BMG conducted interviews at twelve forest sites in England and Wales,
including five high usage sites in England and two high usage and five medium usage
sites in Wales.
This report summarises findings from 246 visitor interviews completed at Top Lodge
Fineshade Wood in 2011; throughout the report, comparisons have been made
between findings at Top Lodge Fineshade Wood and the straight average across the
fifteen sites used in England to date.
1.2 Top Lodge Fineshade Wood
Top Lodge Fineshade Wood is located just off the A43, halfway between Stamford and
Corby. It offers visitors a unique opportunity to explore the local environment, to see
local wildlife up close, and to learn about the wildlife and heritage of the area. A
hugely popular destination for walkers, Top Lodge Fineshade Wood also has
extensive provision for cyclists, with seven blue grade taster skills loops, a cycle hire
centre and shop, as well as a more challenging red grade trail in Wakerley wood, just
across the road from Fineshade.
The Wood has an environmentally friendly youth shelter based on a Danish design,
which has been built by local craftsmen from timber felled in the local woodlands. It
also hosts numerous events such as husky ralleys and craft fairs
1.3 Perceptions of the site
Nine out of ten Top Lodge Fineshade visitors said the site was either excellent or very
good as a place to visit (90%), which was consistent with the average across all sites
(92%), with close to half (48%) rating it as excellent.
Furthermore, over nine in ten visitors (91%) rated the site as either excellent or very
good in terms of how safe and welcoming, with close to three in five (57%) rating it as
excellent in this respect.
The majority of visitors would recommend Top Lodge Fineshade Wood as a place to
visit – over four in five (84%) provided a rating of 9 or 10 out of ten, in terms of how
likely they would be to recommend the site to friends or family, and the site achieves a
higher ‘Net Promoter’ score than the average.
Executive summary
3
1.4 Strengths of the site
Visitors’ favourite things about Top Lodge Fineshade Wood were the peace/
tranquillity/ relaxation, the walks/ paths/ trails and the beautiful scenery/views..
The choice of paths for walking were particularly important to visitors when deciding to
visit Top Lodge Fineshade Wood, as was the café, the cycling trails and car parking.
Ratings were generally positive with all facilities being rated excellent or very good by
at least three in five visitors. The majority of those who had used the cycling tracks or
hired cycles at Top Lodge Fineshade Wood said these were either excellent or very
good; the café and conference/ event facilities were also highly rated, as well as the
choices of paths for walking.
1.5 Areas for improvement
In terms of facilities, visitors were slightly less positive about art or sculpture in the
forest, play areas and equipment and clear signposting of trails. Car parking was also
identified as a priority for improvement.
1.6 Visitor profile
Almost four fifths had been to Top Lodge Fineshade Wood before, which was a similar
proportion to the average across sites. The frequency of Top Lodge Fineshade Wood
visitors was similar to the average across sites with around a quarter visiting at least
monthly and almost half visiting at least annually. Top Lodge Fineshade Wood visitors
were consistent with the average in regards to the amount of time they spent at the
site.
The amount of male and female visitors at Top Lodge Fineshade Wood, was
consistent with the average across sites. However the age profile of visitors to the site
was significantly older than the average, and consequently there was a higher
proportion of ‘Empty Nesters’, a lower proportion visiting with children, and a higher
proportion of retired visitors.
Almost all visitors to Top Lodge Fineshade Wood were visiting as part of a day trip of
less than 3 hours away from home. Very few visitors said they were staying overnight
in the area, or visiting whilst on holiday, and, reflecting this, most of those who
provided their postcode said they lived in or around East Midlands or East of England.
Walking was a very popular activity at Top Lodge Fineshade Wood as was using the
café facilities, bird watching and using the visitor centre/ shop.
While cycling was a less popular activity than average, where visitors had undertaken
it the trails and the cycle hire facilities were rated very positively.
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
4
2 Introduction
2.1 Background
The Forestry Commission (FC) is the non-Ministerial Department responsible for
managing over 350,000 hectares of woodland estate in England and Wales on behalf
of the UK and Welsh Government. Each year in Wales, somewhere in the region of 4
million visits are made to this estate, including 0.5 million to sites with visitor centres,
whilst in England somewhere in the region of 40 million visits are made to the estate
each year, including 3 million to sites with visitor centres.
The provision of a quality visitor experience is vital in encouraging both new and
repeat visitors to the forests. Maintaining or improving the quality of experience at
Forestry Commission managed sites is part of a wide-ranging programme of work by
the Forestry Commission to encourage the development and promotion of woodland
access throughout England and Wales, developing suitable infrastructure and well
managed woodlands that feel safe and welcoming to visitors.
As part of this programme of work, BMG Research was commissioned to undertake a
Quality of Visitor Experience (QoE) survey at selected sites across England and
Wales. The aims of the survey are as follows:
To provide the Forestry Commission with information on the quality of visitor
experience at each site;
To use a set of standard questions so that the quality of visitor experience at
each site can be scored, benchmarked and tracked over time;
To use a set of tailored questions at each site to give information on how the
visitor experience at that particular site could be improved;
At lower usage sites only (12 in total, and all in Wales), to conduct an additional
survey of residents in the immediate area of the site, in order to provide
information on how greater usage of the site could be encouraged.
2.2 Research programme
2.2.1 2010-2013 programme
Between 2010 and 2013, BMG will conduct around 10,000 surveys across 50 forest
sites in England and Wales. All selected sites in England are high usage, but sites in
Wales include a mix in terms of low, medium and high usage sites. All interviews are
conducted face-to-face with interviewers based at key forest access points, and
conducting interviews with visitors who are coming to the end of their visit.
Interviewing days are spread by season, day of the week and time of day, in order to
capture the views of a range of visitors. For low usage forests (all of which are in
Wales), where visitor numbers were likely to be insufficient to enable a robust survey
to be undertaken, surveys were undertaken with local residents to explore levels of
usage and any barriers to accessing the site.
Introduction
5
2.2.2 2011 programme
In 2011, BMG Research conducted interviews at twelve forest sites, including five high
usage sites in England:
Bedgebury;
Delamere;
Top Lodge Fineshade Wood;
Wyre;
High Lodge Thetford.
In Wales, interviews were conducted at seven sites, which were mixed in terms of
level of usage:
Cwmcarn (High usage);
Nant yr arian (High usage)
Alwen (Medium usage);
Brechfa (Medium usage);
Clocaenog (Medium usage);
Crychan (Medium usage);
Dyfnant (Medium usage).
Surveys of residents were also conducted in the areas surrounding Dimbath, Rheola
and Garw.
At Top Lodge Fineshade Wood, a total of 246 visitors were interviewed, on 23rd and
24th April (100 interviews); on 10th and 11th August (60 interviews) and 1st and 2nd
October 2011 (86 interviews).
A sample size of 246 carries a maximum confidence interval of +/-6%.
2.3 Report
This report summarises results of the survey undertaken at Top Lodge Fineshade
Wood during 2011, and includes site scores on key visitor measures. Throughout this
report, comparisons have been made between findings at Top Lodge Fineshade Wood
and the straight average across the fifteen sites used surveyed in England to date,
which represents a sample of 3,766. Where any differences are statistically
significant1 this has been highlighted in the text.
In some instances, respondents who answered ‘don’t know’ or who did not answer the
relevant question have been excluded from the sample to ensure comparability of
responses across different elements within each site, and across different sites, which
results in a reduced sample base. The title of each table or graph will state whether
data has been run on all responses, or if certain responses have been removed (valid
responses only).
1 At 95% level of confidence
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
6
Results have been presented rounded to 0 decimal places, which may mean that in
the reporting of percentages, some percentages may not add up to exactly 100%. For
example, if there are 48.5% of males and 51.5% of females, these figures would be
rounded up to 49% and 52%, totalling 101%. This explains the instances where
summary text does not match a graph or table it is referring to.
Sections 3 to 7 of this report present the main findings from the Quality of Visitor
Experience Survey. Appendix 1 provides a copy of the questionnaire used for the
survey.
2.4 Data reporting
A separate data report is available, containing cross-tabulations by the following:
Gender;
Age;
Economic activity;
Size of group;
Age of children in group;
Lifestage (Family, Empty Nesters etc.)2;
Type of visit;
Frequency of visiting;
Overall rating of site;
Activities undertaken or planned to undertake.
2 Lifestage is defined as follows: Family - Has children aged 15 or under living in their household; Empty Nesters
- Aged 45-65+ with no children in the household, and; Young Independents - Aged 16-34 with no children in the household.
Visitor profile information
7
3 Visitor profile information
3.1 Visitor profile
Visitors were asked a number of demographic questions to determine the types of
people who are visiting Top Lodge Fineshade Wood. Responses to these questions
are shown in the table overleaf, compared with data for the average across all sites.
There were slightly more males than females among those surveyed at Top Lodge
Fineshade Wood, with just over half of the sample being male (54%) and just under
half female (46%). This distribution was more equal than the average across all sites,
where 56% were male and 44% female.
Close to half (44%) of visitors surveyed at Top Lodge Fineshade Wood were 55 or
older, which is significantly higher than the average across sites of 17%.
Correspondingly, the 17% of visitors at Top Lodge Fineshade Wood who were aged
25 to 44 is a significantly lower proportion than the average across sites of 39%. The
prevalence of visitors aged 16 to 24 and 45 to 54 was more in line with the site
average. Consequently the mean age at Top Lodge Fineshade Wood is 53 years,
compared to the average mean of 44 years.
Reflecting this, visitors to Top Lodge Fineshade Wood were more likely to be ‘Empty
Nesters’ (50% cf. 24%) less likely to be ‘Families’ (37% cf. 54%) or ‘Young
Independents’ (9% cf. 15%), more likely to be retired (30% cf. 11%) and less likely to
be in full-time employment (49% cf. 62%) than the average.
In terms of disability, visitors to Top Lodge Fineshade Wood were consistent with the
average (both 4%).
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
8
Figure 1: Profile of visitors in terms of key demographics
Top Lodge Fineshade
Wood %
Average across all
England sites %
Gender Male 54% 56%
Female 46% 44%
Age 16-24 3% 5%
25-34 14% 22%
35-44 25% 38%
45-54 15% 18%
55-64 24% 10%
65+ 20% 7%
Refused 0% 1%
Lifestage Family (Children in household)
37% 54%
Empty Nesters (Aged 45-65+ with no children)
50% 24%
Young Independents (Aged 16-34 with no children)
9% 15%
Other 4% 8%
Working status Employee in full time job (30 hours plus per week) 49% 62%
Employee in part time job (under 30 hours per week) 10% 13%
Self-employed full or part time 5% 4%
On a government supported training programme (e.g. Modern Apprenticeship, Training for Work)
0% 0%
Full time education at school, college or university 0% 2%
Unemployed and available for work 2% 2%
Permanently sick/ Disabled 0% 0%
Wholly retired from work 30% 11%
Looking after the home 3% 6%
Other 0% 0%
Disability3 Yes 4% 4%
No 96% 96%
Sample base 246 3766
3 Whether respondent has any illness, disability or infirmity that has troubled them over 12 months or
more.
Visitor profile information
9
3.2 Group profile
3.2.1 Size of group
In terms of group size, the profile of visitors at Top Lodge Fineshade Wood was largely
in line with the average across sites.
The mean number in a group at Top Lodge Fineshade Wood was three, which was in
line with the average across English sites (three), with group sizes at the site ranging
from one to fourteen. Almost half visited in a pair (48% cf. 49%) with almost a fifth
(19%) coming in a group of three, compared to the average of 13%. Visitors were
somewhat less likely than average to come to the site alone (7% cf. 12%).
Figure 2: Q1. Total size of group (All respondents)
Sample base = Top Lodge Fineshade Wood: 246/ Average England sample: 3766
7%
48%
19%
15%
11%
12%
49%
13%
13%
12%
One
Two
Three
Four
Five or more
Fineshade Top Lodge England Average
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
10
3.2.2 Composition of group
At Top Lodge Fineshade Wood, in line with the findings outlined above in relation to
the older age profile of visitors, two fifths of visitors (38%) had any children in the
group, which was significantly lower than the average across all sites (55%).
Just under a fifths (19%) were visiting with children aged 0-5 years, and a similar
proportion (20%) had children aged 6-10 in the group, whilst just over a tenth (11%)
were visiting with children aged 11-15 years.
Figure 3: Q1. Composition of group (All respondents)
Sample base = Top Lodge Fineshade Wood: 246/ Average England sample: 3766
Women were more likely than men to be visiting with children in their group (46% cf.
31%), as were those aged between 16-34 (43%), or 35-54 (64% cf. 11% 55+), and
those who are economically active (48% cf. 19% inactive).
38%
19%
20%
11%
55%
33%
29%
16%
ANY Children in group
Children aged 0-5
Children aged 6-10
Children aged 11-15
Fineshade Top Lodge England Average
Profile of visit
11
4 Profile of visit
4.1 Type of visit
Almost all visitors to Top Lodge Fineshade Wood were visiting as part of a day trip of
less than 3 hours away from home (97%), which was significantly higher than the
average across all sites (83%). Only six respondents at Top Lodge Fineshade Wood
were visiting the site as part of an overnight stay or a longer holiday or visit and, of
these, five were men.
Figure 4: Q2. Type of visit (All respondents)
Sample base = Top Lodge Fineshade Wood: 246/ Average England sample: 3766
97%
1%
0%
2%
83%
8%
4%
4%
A day trip of less than 3 hours away from home
A day trip of more than 3 hours away from home
A visit that includes an overnight stay
Part of a longer holiday/visit
Fineshade Top Lodge England Average
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
12
4.2 Visitor origin
All visitors were asked if they would be willing to provide their postcode for mapping
purposes, and the map below shows how these postcodes are distributed across the
UK.
Reflecting the high proportion on a day trip rather than a longer visit, the map below
shows that most of those surveyed at Top Lodge Fineshade Wood and providing a
valid postcode live in or around the East Midlands and East of England with few
respondents coming from further afield.
Figure 5: Map of visitor origin showing postcodes of visitors (Where provided a valid postcode)
Profile of visit
13
4.3 Frequency of visits
4.3.1 First time visitors
Almost four fifths of visitors had been to Top Lodge Fineshade Wood before (78%),
which was a lower proportion than the average across sites, where 82% of
respondents had visited the relevant site on a previous occasion.
4.3.2 Repeat visitors
Excluding first time visitors, 18% of visitors at Top Lodge Fineshade Wood visit at least
weekly which is a little above the average of 15%. A quarter (25%) visit one to three
times per month and almost half (49%) visit between one and six times per year.
These proportions are similar to the average across sites (27% and 46% respectively).
Figure 6: Q3. Frequency of visits (Where visited site before)
Sample base = Top Lodge Fineshade Wood: 191 / Average England sample: 3070
First time visitors were more likely to be economically ‘active’ than ‘inactive’ (27% cf.
13%).
Excluding first time visitors, younger respondents (aged 16–34) were more likely than
older respondents (55+) to visit the site at least weekly (32% cf. 15%).
1%
2%
15%
25%
22%
27%
9%
1%
3%
12%
27%
19%
26%
12%
Every day
4-6 times per week
1-3 times per week
1-3 times per month
4-6 times per year
1-3 times per year
Less often
Fineshade Top Lodge England Average
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
14
4.4 Length of visit
Visitors to Top Lodge Fineshade Wood had most commonly spent between 2 and 3
hours at the site. The average amount of time spent at Top Lodge Fineshade Wood
was 2 hours and 33 minutes, which is in line with the average across all sites (2 hours
and 27 minutes).
Respondents at Top Lodge Fineshade Wood were less likely than average to have
been at the site for under two hours (27% cf. 38% average) and correspondingy more
likely to have been at the site for two to three hours (48% cf. 34% average). Longer
visits to the site were in line with the average
Figure 7: Q7a. Approximate length of time spent at the site when interviewed (All respondents)
Sample base = Top Lodge Fineshade Wood: 246/ Average England sample: 3766
Those visitors who had taken part in cycling, or whose group members had taken part
in cycling, tended to spend longer at the site, spending on average 2 hours 49
minutes, compared to the 2 hours 31 minutes spent at the site by those taking part in
walking activities.
3%
24%
48%
22%
2%
0%
9%
29%
34%
24%
2%
1%
30-60 minutes
1 to 2 hours
2 to 3 hours
3 to 5 hours
More than 5 hours
Don't know / not sure
Fineshade Top Lodge England Average
Profile of visit
15
4.5 Activities undertaken
All visitors were asked to say what activities they or other members of their group had
taken part in during the visit, or were intending to take part in. Visitors were allowed to
select as many activities as applicable, including where activities were of a similar
nature, for example, they could walk a dog as well as walking on paths or trails.
Responses provided by at least 1% of respondents are shown in the table overleaf.
Walking was a popular activity at Top Lodge Fineshade Wood with almost eight out of
ten (77%) respondents taking part in some sort of walking activity, compared with an
average of 62% on average across the English sites. Over three fifths (61%) had
walked on a sign posted trail, with just over a quarter (27%) having walked without
using sign posts, and just over a fifth (22%) having walked a dog.
Cycling was not such a popular activity at Top Lodge Fineshade Wood, with just over a
quarter taking part in some sort of cycling activity (26% cf. 35%) which is likely to be
explained by the older age profile of visitors to the site: a fifth (20%) cycled on
signposted trails, and just over one in ten (11%) cycled but not following sign posts.
Over three fifths had used the café facilities (62%), which is significantly higher than
the average of 45%, as was the case with regard to the visitor centre, used by around
a fifth (21% cf. 12%).
Bird watching was also more popular than average (18% cf. 4%), while in contrast use
of the play area was less common than average (17% cf. 31%), again reflecting the
older age profile of visitors to the site, and the lower proportion than average visiting
with children in their group.
One in ten (9%) engaged in photography, which had an England average of 5%, and a
similar proportion spent time admiring the views (8%), and having a picnic or barbecue
(8%).
There was some variation among subgroups of respondents at Top Lodge Fineshade
Wood in terms of the activities undertaken:
Males were more likely than females to have taken part or to have planned to
take part in cycling not following sign posts (15% cf. 6%);
Those aged 16-34, or 35-54 were more likely than those aged 55+ to take part in
any cycling (38%, 44% cf. 5%);
Those aged 35-54 were more likely than those aged 55+, to use the play area
(29% cf. 8%);
Those age 55+ were more likely younger visitors to take part in walking (92% cf.
57% of those aged 16 to 34, and 70% of those aged 35 to 54);
Those with children in their group were more likely than those without to have
taken part in or to have planned to take part in any cycling (37% cf.20%), and
using the play area (42% cf. 2%);
First-time visitors were significantly less likely than more frequent visitors to have
taken part in cycling activities (9% cf. 31%).
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
16
Figure 8: Q4/5/6. Activities visitors / other members of their group have taken/intend to take part in during their visit (All respondents)
Top Lodge Fineshade
Wood
England Average
Cycling on forest roads, tracks or trails/Cycling on a signposted trail
20% 22%
Cycling/ mountain biking off tracks and trails/Cycling but not following sign posts
11% 20%
SUMMARY: ANY CYCLING 26% 35%
Walking on a sign-posted trail 61% 45%
Dog walking 22% 18%
Walking but not following sign posts 27% 21%
SUMMARY: ANY WALKING 77% 62%
Using the café /restaurant/ other catering 62% 45%
Using the play area 17% 31%
Bird watching 18% 4%
Using the visitor centre/ shop 21% 12%
Photography 9% 5%
Admiring the views 8% 11%
Picnic or barbecue 8% 11%
Nature/ natural history visit 4% 2%
Running/ jogging 3% 2%
Orienteering 1% 1%
Sculpture Trail 1% 4%
Horse riding/ pony trekking 1% 0%
Other 4% 6%
Taken part in ACTIVE activities 38% 60%
Taken part in PASSIVE activities 61% 39%
Sample Bases 246 3766
Profile of visit
17
4.6 Length of time spent on activities
Visitors who said they had taken part or intended to take part in certain activities were
asked how long they would spend on that activity during their visit.
Walking was a very popular activity at Top Lodge Fineshade Wood and a quarter of
visitors also took part in cycling activities. On average respondents who took part in
cycling spent longer on this (2 hours and 9 minutes) than those taking part in walking
activities (1 hour and 35 minutes).
Figure 9: Q7B. Approximate time spent on various activities (All respondents: 246; All who walked: 188; All who cycled: 63)
Total time on site Time spent on any
walking Time spent on any
cycling
0-15 minutes 0% 1% 0%
15-30 minutes 0% 2% 2%
30-60 minutes 3% 16% 8%
1 to 2 hours 24% 60% 38%
2 to 3 hours 48% 19% 33%
3 to 5 hours 22% 2% 14%
More than 5 hours 2% 0% 0%
Don't know/ not sure 0% 1% 5%
Average 2 hours and 33
minutes 1 hour and 35
minutes 2 hours and 9
minutes
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
18
4.7 Overall spending during the visit
Visitors to Top Lodge Fineshade Wood were asked how much they considered that
they would be spending in the local area as a result of their visit. Where visitors were
part of a group of more than one, they were asked to estimate the group spend.
Respondents were asked to include any accommodation, food and drink, admission
and parking fees, cost of transport, equipment hire and any other miscellaneous
expenses.
The median amount spent by groups and single visitors to Top Lodge Fineshade
Wood was £6 to £10, compared to an average across England of £11 to £20. This
reflects the fact that almost all visitors to the site were visiting as part of a day trip of
less than three hours away from home (the median for the small minority on longer
visits was £11 to £20).
Only four respondents (2%) reported spending, or expecting to spend, more than £50
in the area as a result of their visit (compared to 11% on average).
Figure 10: Q19A/B. Total spend across all items for groups and single visitors – frequency of spending within each price range (All respondents)
Base: Top Lodge Fineshade Wood: 246/ England = 3766
7%
17%
28%
32%
10%
4%
1% <0.5% <0.5% <0.5% 0% 0% <0.5%
7%
12%
19%
27%
14%
6%
3% 2%
1% 1% 1% 1%
5%
£0-£2 £3-£5 £6-£10 £11-£20 £21-£30 £31-£40 £41-£50 £51-£60 £61-£70 £71-£80 £81-£90 £91-£100 £101+
Fineshade Top Lodge England Average
Profile of visit
19
The table below shows the average amount that groups of respondents spent on
individual items during their visits, where the item was purchased by sufficient
numbers of respondents to provide robust results (e.g. only 11% reported spending
anything on non-routine shopping such as buying souvenirs, 5% reported spending
anything on admission fees to attractions, 4% reporting spending anything on hiring
equipment such as boats, bikes or horses, 3% reported spending anything on
miscellaneous items, 2% reported spending anything on accommodation, including
food and drink purchased at the accommodation, so these elements have been
excluded).
The majority (80%) of respondents spent something on transport as a result of their
visit with a median spend on this item of £3 to £5. Over three fifths (61%) spent
something on parking with a median spend of £3 to £5, and half (50%) spent
something on food and drink purchased outside of accommodation with a median
spend of £6 to £10.
Table 1: Average spend across individual items (All respondents)
Median spend at Top Lodge
Fineshade Wood
(All respondents)
Proportion at Top Lodge Fineshade
Wood spending
anything on this item
Median spend, where visitors spent anything
Parking £3 to £5 61% £3 to £5
Food and drink purchased outside of any accommodation
£0 to £2 50% £6 to £10
Transport including petrol, taxis, public transport etc.
£3 to £5 80% £3 to £5
Sample base 246 N/A Sample bases
vary
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
20
5 Perceptions of the site
5.1 Overall rating of the site as a place to visit
Top Lodge Fineshade Wood was rated very positively as a place to visit, with nine out
of ten visitors saying the site was either excellent or very good (90%). This was
relatively consistent with the average across all sites (92%).
This included close to half (48%) who said the site was excellent, and just over two
fifths who said it was ‘very good’ (42%). As is the case across all sites in England, no
respondent rated the site as poor.
Almost all respondents who had taken part in cycling rated the site as excellent or very
good (94% cf. 90% of those taking part in walking activities).
Figure 11: Q16. Overall rating of the site as a place to visit (Valid responses only)
Sample base = Top Lodge Fineshade Wood: 243/ Average England sample: 3735
48%
42%
9%
1%
0%
45%
46%
8%
0%
0%
Excellent
Very good
Good
Fair
Poor
Fineshade Top Lodge England Average
Perceptions of the site
21
5.2 Rating of Top Lodge Fineshade Wood as safe and welcoming
All respondents were asked how they would rate the site in terms of how safe and
welcoming it feels.
Top Lodge Fineshade Wood was rated very positively on this measure, with over nine
out of ten visitors (91%) providing a rating of excellent or very good. This was
consistent with the average across all sites, where 91% provided ratings of very
good/excellent for the relevant site, although visitors to Top Lodge were more likely to
rate it as excellent in this respect (57% cf. average of 48%). No respondents rated the
site negatively in terms of how safe and welcoming it feels.
Again, almost all respondents who had taken part in cycling rated the site as excellent
or very good in this respect (97% cf. 90% of those taking part in walking activities).
Figure 12: Q13. Ratings of the site in terms of how safe and welcoming it feels (Valid responses only)
Sample base = Top Lodge Fineshade Wood: 246/ Average England sample: 3755
57%
34%
7%
1%
0%
0%
48%
43%
8%
1%
0%
0%
Excellent
Very good
Good
Fair
Poor
Very poor
Fineshade Top Lodge England Average
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
22
5.3 Recommending the site as a place to visit
Visitors were asked whether they would recommend Top Lodge Fineshade Wood as a
place to visit to a friend or relative. The majority provided one of the top two ratings
(84% provided a rating of 9-10) and the mean score was 9.1, so responses were
generally very positive.
Results can be analysed further using a Net Promoter Score, which is based on the
idea of dividing customers into three categories: Promoters (score 9-10) who are loyal
enthusiasts, Passives (score 7-8) who are satisfied but unenthusiastic, and Detractors
(score 0-6) who are somewhat less satisfied.
To calculate a Net Promoter Score (NPS) for Top Lodge Fineshade Wood, the
percentage of customers who are Detractors is subtracted from the percentage of
customers who are Promoters. This produces a score of 80%, which is higher than
the average across English sites (72%), reflecting the particularly positive ratings
outlined above.
Figure 13: Q17. How likely it is that respondents would recommend this site as a place to visit to a friend or relative, where 0 is not at all likely and 10 is extremely likely (Valid responses only)
Sample base = Top Lodge Fineshade Wood: 246/ Average England sample: 3666
At a summary level females were more likely than males to give the site the top rating
of ten as a place to visit (62% cf. 49%), as were those classified as economically
‘inactive’ (64% cf. 49% of economically ‘active’). Also those who had visited the site
before were more likely to give the site the top rating than first time visitors (61% cf.
33%).
1% 1% 1% 4%
7%
30%
54%
1% 1%
6%
18% 19%
54%
0 1 2 3 4 5 6 7 8 9 10
Fineshade Top Lodge England Average
Perceptions of the site
23
5.4 Favourite thing about the site
Respondents were asked what they liked most about Top Lodge Fineshade Wood.
This was unprompted and respondents were allowed to mention as many aspects as
they liked. Comments made by at least 2% of respondents are shown in the chart
below.
The top two aspects were the peace / tranquillity / relaxation (39%), which was
mentioned more commonly than average (34%), and walks / paths / trails (39%).
Other things visitors liked were the beautiful scenery / views (35%), and the cycle trails
/ freedom / opportunity to cycle (25%).
The opportunity to spend time with family and friends (20%) and liking the forests /
trees / variety of trees (20%) were both mentioned more often than average (11% and
13% respectively).
Figure 14: Q12. Respondent’s favourite thing about the site (All respondents)
Sample base = Top Lodge Fineshade Wood: 246 / Average England sample: 3766
39%
39%
35%
25%
20%
20%
19%
19%
17%
17%
15%
11%
11%
11%
9%
8%
5%
2%
34%
38%
41%
26%
11%
13%
21%
24%
8%
13%
12%
12%
8%
9%
13%
2%
4%
1%
Peace/ Tranquillity/ Relaxation
Walks/ Paths/ Trails
Beautiful scenery/ views
Cycle trails/ Freedom/ Opportunity to cycle
Opportunity to spend time with family/ friends
Like forests/ trees/ variety of trees
Fresh air/ Being outside
Activities/ Good for/ Something to do with children
Wildlife/ Bird watching
Good on-site facilities
Exercise/ Keeping fit
Safe environment
Lots to see and/or do
Clean/ Well looked after
Close to home/ Convenient
The weather
Been before/ wanted to come again
Helpful/ Pleasant staff
Fineshade Top Lodge England Average
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
24
There were some differences among subgroups:
Those visiting without children were more likely to mention wildlife / bird watching
(20% cf. 11%) and exercise / keeping fit (20% cf. 8%) than those visiting with
children;
Those that were classified as ‘economically inactive’ were more likely to mention
peace / tranquillity / relaxation (51% cf. 33%) and walks / paths / trails (50% cf.
33%) than those classified as ‘economically active’, whereas those classified as
‘economically active’ were more likely to mention cycle trails / freedom /
opportunity (29% cf. 17%) and that they’d been before / wanted to come again
(7% cf. 1% ) than those classified as ‘economically inactive’;
Those aged between 16-34 and 35-54 were more likely to mention cycle trails /
freedom / opportunity to cycle compared to 55+ (36%, 30% cf. 16%
respectively), those aged between 16-34 were more likely to mention exercise /
keeping fit than those aged between 35-54 (26% cf. 10%). Those aged 55+ were
more likely to mention peace / tranquillity / relaxation (51% cf. 26% ‘16-34’, 30%
‘35-54’), walks / paths / trails (50% cf. 21% ‘16-34’, 35% ‘35-54’) and wildlife bird
watching (23% cf. 10% ‘35-54’).
Those classified as ‘Empty Nesters’ were more likely than ‘Families’ to mention
peace / tranquillity / relaxation (47% cf. 33%), walks / paths / trails (47% cf. 33%),
and wildlife / bird watching (22% cf. 10%).
Those who were visiting for the first time were more likely to mention beautiful
scenery / views than those who visit at least weekly (24% cf. 45%); whereas
those visiting at least weekly, monthly or yearly were more likely to mention cycle
trails / freedom / opportunity to cycle than respondents visiting for the first time
(35%, 30%, 27% cf. 13%).
Site facilities
25
6 Site facilities
6.1 Importance of site facilities
Visitors were asked to say which of a number of different facilities were important in
their decision to visit Top Lodge Fineshade Wood. This question was prompted and
respondents were able to select as many facilities as applicable.
Choices of paths for walking were particularly important in respondents’ decisions to
visit the site (44%); followed by the café (30%). Around a fifth said the cycling tracks
or trails (22%) were important and a similar proportion said the car parking (20%) was
important. Over one in ten mentioned that clear sign posting of paths and trails (14%)
and toilets (12%) were important in their decision.
Figure 15: Q14. Importance of different facilities in deciding to visit the site (All respondents)
Sample base: Top Lodge Fineshade Wood:246
44%
30%
22%
20%
14%
12%
10%
9%
7%
6%
5%
4%
3%
2%
2%
2%
1%
8%
3%
Choices of paths for walking
Cafe/ Restaurant/ Catering
Cycling tracks or trails
Car parking
Clear sign posting of paths and trails
Toilets
Picnic areas
Play areas and equipment
Open grassy areas
Cycle hire
Visitor centre/shop
Staff available at the site
Baby changing facilities
Art or sculpture in the forest
Printed information available
Disabled access to facilities
Information boards/panels
Other
None
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
26
There were some differences among subgroups:
Males were more likely than Females to mention cycling tracks or trails (28% cf.
16%), whereas females were more likely than males to mention clear sign
posting of paths and trails (20% cf. 10%);
Those aged between 16-34 and 35-54 were more likely than those aged 55+ to
mention cycling tracks or trails (36%, 34% cf. 7%), or play areas and equipment
(14%, 13% cf. 4%), whilst those aged 55+ were more likely than those aged 16-
34 to mention choices of paths for walking (51% cf. 31%)
Those classified as ‘economically active’ were more likely than those classified as
‘economically inactive’ to mention cycling tracks or trails (28% cf. 11%)
Those classified as economically ‘active’ were more likely to mention cycling
tracks or trails (62% cf. 27% ‘inactive’), whilst those classified as economically
‘inactive’ were more likely to mention choice of paths for walking (42% cf. 21%
‘active’);
Those visiting with children were more likely to mention play areas and
equipment (23% cf. 1%), as being important;
Unsurprisingly, those who took part in cycling were more likely to mention that
tracks and trails were important (76% cf. 8% any walking), whilst those who took
part in walking activities were likely to mention the choice of paths for walking
(56% cf. 13% any cycling) and picnic areas (13% cf. 2%);
Those visiting at least weekly were more likely than first time visitors to mention
cycling tracks or trails (38% cf. 13%), reflecting their greater likelihood to have
participated in cycling.
6.2 Rating of site facilities (where used)
The chart overleaf shows visitors’ ratings of each site facility where the facility had
been experienced or used during the visit
Ratings were generally positive with all facilities being rated excellent or very good by
at least three in five visitors.
Cycling tracks or trails (84%), cycle hire (79%), and the café / restaurant / catering
(76%) were rated the highest, with over three quarters of those who had experienced
these rating them as excellent or very good.
Conference / event facilities (75%), choices of paths for walking (75%), toilets (72%),
and baby changing facilities (72%) also positively rated with around three quarters
rating them as excellent or very good. However it should be noted for conference /
event facilities and baby changing facilities rating was predominately at the very good
level as opposed to the excellent level.
Ratings were somewhat less positive in relation to art sculpture in the forest (12%
rated as fair / poor), play areas and equipment (10%) and clear sign posting of paths
and trails (9%).
Site facilities
27
Figure 16: Q15. Ratings of site facilities (where respondent had used the facility)
Unweighted sample bases in parentheses
37%
26%
33%
21%
37%
30%
23%
32%
23%
41%
26%
22%
37%
34%
28%
24%
20%
33%
47%
53%
43%
54%
37%
42%
49%
39%
47%
28%
39%
43%
27%
30%
36%
39%
43%
27%
14%
21%
20%
17%
22%
25%
26%
20%
30%
27%
30%
30%
29%
30%
32%
26%
32%
28%
2%
4%
4%
3%
2%
8%
3%
4%
5%
5%
5%
3%
8%
4%
10%
4%
1%
3%
2%
1%
1%
1%
1%
1%
2%
1%
2%
Cycling tracks or trails (100)
Cycle hire (47)
Cafe/restaurant/catering (212)
Conference/event facilities (24)
Choices of paths for walking (209)
Toilets (209)
Baby changing facilities (39)
Clear sign posting of paths and trails (234)
Disabled access to facilities (30)
Car parking (242)
Picnic areas (175)
Printed information available (209)
Staff available at the site (201)
Open grassy areas (187)
Visitor centre/shop (190)
Play areas and equipment (136)
Information boards/panels (222)
Art or sculpture in the forest (132)
Excellent Very good Good Fair Poor
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
28
6.3 Ratings of site facilities by perceived importance
The chart below shows, for each site facility, the proportion rating the facility as
important in their decision to visit the site by the proportion of visitors who rate that
facility as excellent or very good. The chart is divided into four quadrants based on the
average ratings of facilities as very good to excellent, and as important.
In general all facilities were positively rated; however, it can be seen that some
facilities, such as cycling tracks/trails (B), choices of paths (D), and the cafe (G) were
regarded both as important and highly rated. The only aspect which was regarded as
more important than average, but received lower than average ratings was car parking
(A).
Figure 17: Chart showing ratings of each site facility in terms of importance, and ratings in terms of % saying ‘excellent/very good’ (All respondents; Where used facility)
Table 2: Key to chart shown above
A Car parking G Cafe/restaurant/catering M Printed information available
B Cycling tracks or trails H Picnic areas N Information boards/panels
C Cycle hire I Open grassy areas O Toilets
D Choices of paths for walking
J Play areas and equipment
P Baby changing facilities
E Clear sign posting of paths and trails
K Art or sculpture in the forest
Q Conference/event facilities
F Staff available at the site
L Visitor centre/shop R Disabled access to facilities
A
B
C
D
E
F
G
H I J
K
L M N
O P
Q
R
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
100%
0% 10% 20% 30% 40% 50%
Rati
ng
s (
% r
ati
ng
excellen
t /
very
go
od
)
Importance (% saying important)
More important and rated
higher than average
Less important
and rated
higher than
average
Less important
and rated lower
than average
More important but rated
lower than average
Average rating = 70%
Average
importance = 11%
Information about sites
29
7 Information about sites
7.1 Sources used to plan visit
Visitors were asked how or where they found out about the site as a place to visit, and
were allowed to mention as many sources as applicable.
First time visitors were most likely to say they found out about the site through word of
mouth (47% at Top Lodge Fineshade Wood) although this proportion was slightly
lower than the average across sites (52%). One in ten first time visitors found out
about the site online (11%) and the same proportion (11%) had always known about
the site. First time visitors were somewhat more likely than average to have found out
from the Tourist Board (9% cf. 3%) or just passing (7% cf. 3%).
Those who had visited before were most likely to say they had always known about
the site or had been before (55%), although this proportion was smaller than the
average across sites (71%), or that they had found out through word of mouth (26%).
Figure 18: Q8. How or where respondents found out about the site as a place to visit (All respondents)
First time visitors Visited before
Top Lodge Fineshade
Wood
Average across sites in England
Top Lodge Fineshade
Wood
Average across sites in England
Word of mouth 47% 52% 26% 22%
Always known about it/been here before
11% 17% 55% 71%
Internet/website 11% 16% 4% 4%
Tourist Board 9% 3% 4% 1%
Just passing/ en route 7% 3% 4% 2%
Local newspaper 4% 0% 1% 0%
National newspaper 2% 1% 2% 0%
Road signs 2% 3% 2% 1%
Leaflet 0% 5% 1% 1%
Library 0% 1% 1% 0%
Other 9% 5% 5% 2%
Don't know/ Can't remember 0% 0% 0% 1%
Sample bases 55 696 191 3065
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
30
7.2 Use of Forestry Commission website
Visitors who said they found out about the site through an Internet website (5% of the
sample at Top Lodge Fineshade Wood, equating to 13 respondents) were asked
which one this was.
Four respondents had used the Forestry Commission website, one an activity specific
website, two a search engine such as Google, one through a countryside / nature
website, two through a family website and a further three respondents did not know or
could not remember.
7.3 Ratings of the website
Where visitors said they had used the Forestry Commission website (four
respondents) they were asked to rate it; one respondent said the website was
‘excellent’ and three said ‘good’. No-one rated the website as fair or poor.
The same group were then asked to explain their ratings; there were a small number
of respondents answering this question, but comments centred on the website being
easy to use / user friendly and informative.
Information about sites
31
7.4 Visiting other sites
Finally, visitors to Top Lodge Fineshade Wood were asked whether they had visited
any other Forestry Commission sites in the previous twelve months. This question
was prompted with the aid of a map, and respondents were allowed to select as many
sites as applicable.
Over three quarters (78%) had visited at least one of the sites, and almost two in five
had visited the Fineshade Woods (39%), in the previous year. Almost a quarter had
visited Thetford Forest (23%) and after this the most commonly visited sites were the
Salcey Forest (17%), Sherwood Pines (14%) and the New Forest (11%).
Figure 19: Q18 Other sites respondents have visited in the last twelve months (All respondents)
Sample base = Top Lodge Fineshade Wood: 246
39%
23%
17%
14%
11%
9%
7%
7%
6%
5%
4%
4%
4%
2%
2%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
22%
Fineshade Woods
Thetford Forest
Salcey Forest
Sherwood Pines
New Forest
Cannock Chase
Forest of Dean
Grizedale
Dalby Forest
Dunwich Forest
Friston Forest and Abbots Wood
Kielder Forest
Westonbirt Arboretum
Delamere Forest
Gisburn
Guisborough Forest
Moors Valley Country Park
Queen Elizabeth Country Park
Whinlatter
Wyre Forest
Cardinham Woods
Chambers Farm Wood
Chapwell
Hamsterley
Jeskyns
Rendlesham Forest
Roslington and Hicks Lodge
Savernake Forest
Thames Chase
Wendover Woods
None
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
32
8 Discovery passes
8.1 Current uptake of Discovery passes
All visitors surveyed in England were asked whether they held a Discovery Pass for
the site they were visiting.
Less than one in twenty (3%) reported that they did, which is lower than the average
across sites (7%).
It should be noted in Year 1 respondents were asked whether they held a Season
Ticket and/or a Discovery pass. Therefore the England average is based on only
those who said they had a Discovery Pass in Year 1.
Figure 20: Q20. Whether respondents hold a Discovery Pass (or Friends Membership for Bedgebury) for the site (All respondents)
Sample base = Top Lodge Fineshade Wood: 246 / Average England sample: 3766
3%
97%
7%
88%
Yes
No
Fineshade Top Lodge England Average
Discovery passes
33
8.2 Interest in Season Tickets & Discovery Passes
Respondents were informed that currently it is only possible to get season tickets or
Discovery Passes for individual Forestry Commission sites, or for a few sites in a local
area. They were asked how interested they would be in having a pass that allowed
free parking and discounts at all Forestry Commission sites nationally, based on a cost
of around £60 to £70 per year.
A fifth said they would be interested (20%), which was in line with the average across
English sites (22%). Almost a half of respondents at Top Lodge Fineshade Wood said
they were not at all interested (48%), and just under a fifth (18%) that they were not
very interested.
Figure 21: Q21. Respondents’ interest in a pass for all Forestry Commission sites nationally (All respondents)
Sample base = Top Lodge Fineshade Wood: 246/ Average England sample: 3766
At a summary level the following were more likely to be interested in a pass:
Those aged 16-34 or 35-54 (19%, 34% cf. 7% 55+);
Those who are economically active (27% cf. 6%);
Those with children in their group (29% cf. 14%) and those classified as a
‘Family’ (31% cf. 10% ‘Empty Nesters’).
9%
10%
18%
48%
5%
9%
7%
15%
18%
50%
3%
6%
Very interested
Fairly interested
Not very interested
Not at all interested
Depends on how much it costs
Don't know
Fineshade Top Lodge England Average
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
34
9 Appendix 1: Questionnaire
Appendix 1: Questionnaire
35
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
36
Appendix 1: Questionnaire
37
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
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Appendix 1: Questionnaire
39
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
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Appendix 1: Questionnaire
41
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
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Appendix 1: Questionnaire
43
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
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Appendix 1: Questionnaire
45
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
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Appendix 1: Questionnaire
47
Quality of Visitor Experience Survey: Top Lodge Fineshade Wood
48
Appendix 1: Questionnaire
49
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