XX Commonwealth Games Visitor Study: Visitor Survey Results Report

4. Influence of Events and Information Sources

4.1 This section summarises key insights regarding the extent that events influenced decisions to visit and information sources used to plan visits. Key findings include:

• Over two thirds (68%) of visitors stated that the Glasgow 2014 events and activities were their ‘sole reason’ for taking their trip. 7% stated that the events were of ‘no importance at all’ in their decision to visit, suggesting that they would have visited anyway.
• By comparison, Festival 2014 events and activities were less likely to be so important in decisions to take trips. 20% of visitors who attended these events stated that they were their ‘sole reason’ for taking the trip while 37% stated that they were of ‘no importance of all’.
• Most visitors used the Glasgow 2014 Ltd website when they were planning their trip (59%). This source, the VisitScotland website, TripAdvisor and guidebooks were all particularly important to visitors on an overnight trip.

Influence of events on decision to visit

4.2 Over two-thirds of all visitors (68%) indicated that Glasgow 2014 events and activities were their ‘sole reason’ for taking their trip while a further 20% stated that Glasgow 2014 events were either ‘very’ or ‘fairly important’ (see Figure 4.1 below).

4.3 However, the Festival 2014 events and entertainment were less likely to be the main reason for taking trips. While 20% of respondents who attended Festival 2014 stated that these events were their ‘sole reason’ for taking their trip, larger proportions reported that they were only a ‘small reason’ (12%) or ‘of no importance at all’ (37%).

Figure 4.1. Influence of events on decision to visit

Base: Respondents attending Glasgow 2014 (1,897), Respondents attending Festival 2014 (1,470)

Information sources used

4.4 As shown in Figure 4.2, the majority of visitors used the Glasgow 2014 Ltd website when they were planning their trip (59%). The other most commonly used information sources were advice from friends and relatives (20%) and the VisitScotland website (15%).

4.5 Those who stayed at least one night away from home were more likely to use a number of the information sources – in particular the Glasgow 2014 Ltd and VisitScotland websites, TripAdvisor and guidebooks.

4.6 Television and radio advertising were the only media more likely to be cited by day visitors as sources used to help plan their trip.

Figure 4.2. Information sources used to plan trip

Base: All respondents (2,214) Note: Respondents could select more than one information source (e.g. if they used both the Glasgow 2014 Ltd and VisitScotland websites). Therefore percentages sum to over 100%

4.7 The information sources used varied significantly by place of residence (see Table A.3 in Annex A) with Glasgow residents most likely to mention advertising as a source of information while visitors from outside of Scotland were the most likely to use the Glasgow 2014 and VisitScotland websites.

4.8 Usage of TripAdvisor and the People Make Glasgow website were highest amongst International visitors, with this group also more likely to have obtained advice from friends and relatives or locals.

4.9 Comparing the information sources used by those attending different types of event on the day of the interview (see Table A.3 in Annex A), those attending Glasgow 2014 events were more likely to use online sources to plan their visit while those attending Festival 2014 were more likely to have obtained information from friends or relatives or to have seen advertising.