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Publication - Research and analysis

Snowsports sector - economic, social and cultural impact: research - technical report

Published
6 April 2023
Directorate
Environment and Forestry Directorate
Topic
Arts, culture and sport, Economy
ISBN
9781805256519

This technical annex contains methodological details of the research into the economic, cultural and social value of the Scottish snowsports sector.

View supporting documents Supporting documents

9. Summary Data – Visitor Survey

About you

Table 9.1: Can I please confirm your full postcode?
Number Percentage
Scotland 1,269 83%
Rest of the UK 248 16%
Rest of the World 13 1%

Source: IBP Visitor Survey.

N=1.530

Note: EKOS analysis and coding based on postcode data for UK, and tick box for those who lived outwith the UK. Elsewhere in the UK (town or region was also specified) and elsewhere outside of the UK (country was specified).

Table 9.2: How many people are in your immediate party today, including yourself (by gender and age)?
Female Male Gender not Specified
Aged 15 or under 274 276 50
Aged 16-34 432 480 31
Aged 35-59 651 784 44
Aged 60+ 152 250 40
Total 1,509 1,790 165

Source: IBP Visitor Survey.

Table 9.3: Are you a member of a ski club?
Number Percentage
Yes 263 17%
No 1,261 83%

Source: IBP Visitor Survey.

N=1,524

Table 9.4: Do you use websites or social media channels to find out about snowsports in Scotland?
Number Percentage
Yes 1,178 77%
No 350 23%

The main sources of information used includes mountain centre websites, Facebook, Instagram, Twitter, and Google.

Source: IBP Visitor Survey.

N=1,528

Table 9.5: Have you visited a mountain centre and/or artificial slope in Scotland prior to your visit today/your most recent visit, including any previous visits to this mountain centre/artificial slope?
Number Percentage
Visited another mountain centre in Scotland previously 1,166 77%
Visited another artificial slope in Scotland previously 480 32%
Only visited this centre/ artificial slope before 266 18%
First visit to a mountain centre /artificial slope in Scotland 64 4%

Source: IBP Visitor Survey.

N=1,514.

Multiple response question where respondents could select more than one option and all that applied. Percentages may total more than 100% as a result.

Table 9.6: Which other mountain centre have you visited in Scotland?
Number Percentage
Cairngorm Mountain Resort 765 65%
Glenshee 716 61%
Nevis Range 658 56%
Lecht 2090 627 54%
Glencoe Mountain Resort 617 53%

Source: IBP Visitor Survey.

N=1,166.

Multiple response question where respondents could select more than one option and all that applied. Percentages may total more than 100% as a result.

Table 9.7: Which other artificial slopes in Scotland have you visited?
Number Percentage
Snow Factor, Glasgow 280 58%
Midlothian Snowsports Centre, Hillend 247 51%
Adventure Aberdeen Snowsports 138 29%
Glasgow Ski & Snowboard Centre 109 23%
Bearsden Ski and Board Club 97 20%
Alford Ski Centre 79 16%
Glenmore Lodge 79 16%
Firpark Ski Centre 65 14%
Polmonthill Snowsports Centre 42 9%
Loch Insh Outdoor Centre 41 9%
Huntly Nordic and Outdoors Centre 32 7%
Newmilns Snow and Sport Complex 30 6%
Lagganlia Outdoor Centre 21 4%
RM-Condor Arbroath 19 4%

Source: IBP Visitor Survey. N=480.

Multiple response question where respondents could select more than one option and all that applied. Percentages may total more than 100% as a result.

Table 9.8: How often, in a typical year, would you visit mountain centres and/or artificial slopes in Scotland?
Number Percentage
Often (e.g., every couple of months or more) 680 45%
Occasionally (e.g., a few times a year) 539 35%
Rarely (e.g., once a year) 303 20%

Source: IBP Visitor Survey.

N=1,522

About your trip

Note: Respondents who were interviewed in person by IBP at a mountain centre or artificial slope or who self-completed the survey on the day of their visit at a mountain centre were then asked a range of questions about their visit that day. Respondents who completed the online survey were asked to think about and provide further details about their most recent visit to a mountain centre or artificial slope facility in Scotland (where applicable).

Table 9.9: Interviewer to select which mountain centre or artificial slope in Scotland the interview is taking place (or individual to select if self-completing the survey on-site or individual completing the survey online to select their most recent visit)
Number Percentage
Glenshee 441 29%
Cairngorm Mountain 425 28%
Glencoe Mountain Resort 360 24%
Nevis Range 131 9%
Lecht 2090 127 8%
Firpark Ski Centre 21 0%
Newmilns Snow and Sports Complex 15 0%
Glasgow Ski & Snowboard Centre 8 0%
Polmonthill Snowsports Centre 1 0%
Snow Factor, Glasgow 1 0%

Source: IBP Visitor Survey.

N=1,530.

Note: artificial slope facilities with no interviews/responses have not been included in the table.

Figure 9.1: How important was (insert name of mountain centre/artificial slope) in your decision to visit the local area/Scotland?
Horizontal bar chart showing that the mountain centre was the primary reason for visiting the local area/Scotland

Source: IBP Visitor Survey.

N=1,228.

Figure 9.2: If you had not visited (insert name of mountain centre/artificial slope) what would you likely have done instead?
Horizontal bar chart showing that respondents would most likely have stayed home if they had not visited their chosen centre

Source: IBP Visitor Survey.

N=1,469.

Table 9.10: Are you spending any nights away from home as part of your trip to the mountain resort or artificial slope?
Number Percentage
Yes 538 36%
No 946 64%

Source: IBP Visitor Survey.

N=1,484.

Figure 9.3: What type of accommodation are/were you staying in?
Horizontal bar chart showing that hotels were the most common accommodation type

Source: IBP Visitor Survey.

N=538.

Multiple response question where respondents could select more than one option and all that applied. Percentages may total more than 100% as a result.

Table 9.11: How many nights have/will you stay in each of the following? Enter number in each option, including 0.
Number (Total)
The local authority area where this mountain centre or artificial slope is located 2,946
Elsewhere in Scotland 939

Source: IBP Visitor Survey.

N=492

Table 9.12: On average, how much have/will you spend on accommodation (per night) for your whole trip to the mountain centre or artificial slope? (Please write a number for each area, even if it is 0 and if you are unsure). Please exclude any expenditure made on behalf of family or friends - so just the cost per person, per night.
£ (Average) £ (Total)
The local authority area where this mountain centre or artificial slope is located £96 £427,484
Elsewhere in Scotland £50 £143,837

Source: IBP Visitor Survey.

N=472

Table 9.13: What is your personal (just you, not your whole party) estimated expenditure for your whole trip to the mountain resort/artificial slope on the following?
£ (Average) £ (Total)
Food £31 £47,871
Drink £12 £19,015
Entertainment £5 £7,155
Equipment hire £9 £13,948
Transport £21 £32,849
Shopping £10 £14,826
Other £8 £11,628

Source: IBP Visitor Survey.

N=1,530

About your experience today/your most recent visit

Figure 9.4: What activity or activities are you personally participating in/did you participate in?
Horizontal bar chart showing that skiing and hill walking were the most common activities respondents participated in

Source: IBP Visitor Survey.

N=1,530.

Multiple response question where respondents could select more than one option and all that applied. Percentages may total more than 100% as a result.

"Other" responses included sightseeing, bird watching, winter climbing, and ski touring.

Table 9.14: How would you rate your visit today in terms of the following aspects, using a scale of 1 (very satisfied) to 5 (very dissatisfied)?
Satisfied/very satisfied Neither satisfied nor dissatisfied Dissatisfied/very dissatisfied Not applicable Base
Ease of entry to centre/facility 86% 8% 6% 0% 1,514
Signage and direction on-site 85% 9% 4% 2% 1,516
Being made to feel welcome 84% 9% 6% 2% 1,521
Availability of car parking 81% 12% 6% 1% 1,523
Quality of overall experience 78% 15% 6% 0% 1,522
Help and support 77% 11% 5% 7% 1,503
Covid precautions 69% 10% 2% 19% 1,493
Quality of overall offer 68% 19% 10% 3% 1,502
Quality of facilities 63% 23% 13% 1% 1,494
Cost/affordability 62% 24% 12% 2% 1,514
Quality of the slopes 60% 20% 12% 7% 1,509
Café/catering facilities 59% 21% 10% 10% 1,497
Quality of equipment (if hired) 29% 6% 3% 62% 1,295
Availability of public transport 19% 6% 19% 57% 1,441

Source: IBP Visitor Survey.

Table 9.15: What, if anything, would make the biggest difference to improving your overall quality of experience?

In an open-ended question that asked respondents "What, if anything, would have made the biggest difference to improving your overall quality of experience", some common themes emerged.

Reflecting the make up of the respondents who took part in the survey, much of the feedback related to mountain centres.

  • Better weather conditions.
  • More snow.

The afore-mentioned factors are of course outwith the control of the operators.

Other comments included: ensuring facilities like the funicular and chairlifts are open/functioning (e.g. improving maintenance, improved communication with visitors); and having full access to the mountain centre (i.e. the top of the mountain was closed).

Some respondents drew attention to the need to develop the infrastructure servicing mountain centres and artificial slopes, including more public transport options, more public toilets, bigger car parks, and electric vehicle (EV) charging points.

Finally, some respondents felt the visitor experience could be improved by reducing the cost of certain things. Car parking, lifts, and food were all mentioned.

Others said there needs to be more staff in order to reduce the amount of queuing that visitors need to do (e.g. at ticket offices).

Reasons for, and barriers to, taking part in outdoor activities

Figure 9.5: What are your main reasons for you taking part in outdoor activities such as skiing, snowboarding, hillwalking, mountain biking?
Horizontal bar chart showing the most common reason for respondents taking part in outdoor activities was for enjoyment

Source: IBP Visitor Survey.

N=1,510.

Multiple response question where respondents could select more than one option and all that applied.

Figure 9.6: What are the main barriers you face that make it difficult for you to take part in outdoor activities such as skiing, snowboarding, hillwalking, mountain biking, etc more often?
Horizontal bar chart showing the most common barrier for respondents taking part in outdoor activities was a lack of snow

Source: IBP Visitor Survey.

N=1,518.

Multiple response question where respondents could select more than one option and all that applied.

Other responses included the distance to resorts, old age/ injuries, and a lack of public transport. Please note several respondents commented on the poor management of the Cairngorm Resort as a factor.

Table 9.16: What, if anything, would make the biggest difference to reducing your barriers to taking part in these types of outdoor activities more often?

In an open-ended question that asked respondents "What, if anything, would make the biggest difference to reducing your barriers to taking part in these types of outdoor activities more often?" some common themes emerged, which were broadly similar to those in Table 9.15.

Reflecting the make-up of the respondents who took part in the survey, much of the feedback related to mountain centres.

  • Better weather conditions.
  • More snow.
  • Cheaper Prices

The weather factors are outwith the control of the operators, but a substantial portion of respondents identified the need for more artificial snow making.

Other comments included: ensuring the funicular is reopened and repairing/improving chairlifts.

A few respondents identified the need to develop the infrastructure servicing mountain centres and artificial slopes, including better public transport, bigger car parks and better snow clearing on roads.

Contact

Email: socialresearch@gov.scot

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