Airport Exit Survey – Visitors patterns and trends among visitors to the Cairns region from 2011-2014 (NERP TE 10.2, JCU)

Five of the datasets show trends and changes in the travel motivations and behaviour of tourists to the Cairns region. These datasets focus on: - Airline preferences, climate change awareness and eco-tourists. The dataset is based on the responses of 460 visitors between July and October 2012. - The role of regional food experiences. The dataset is based on the responses of 438 visitors between December 2012 and July 2013. - The experiences of the GBR and reef operators. The dataset is based on the responses of 876 visitors between September 2013 and February 2014. - City and indigenous tourism aspects. The dataset is based on the responses of 326 visitors between March and May 2014. - Reef experiences and the use of (smartphone) technology when travelling. The dataset is based on the responses of 773 visitors between December 2011 and June 2012. The sixth dataset is a superset of the preceding five and contains all the common variables across the specialised datasets for the whole collection period - such as socio-demographics, motivations, GBR/WTR experiences, and a few more environmental/awareness based questions. The dataset is based on the responses of 2873 visitors between December 2011 and May 2014. These datasets are a continuation of a longitudinal study investigating changes in visitor motivations and behaviour that commenced under the Marine and Tropical Science Research Facility (MTSRF). They contain key findings on a number of core questions along with questions in varying areas of interest that were asked of tourists to the Cairns region on their departure via the domestic terminal of Cairns International Airport. Collecting data from tourists over a long-term period aimed to provide insights into the trends and changing travel patterns that the Cairns region may be experiencing that were not collected elsewhere or through a snapshot approach. Method: Self-completed surveys were used to collect data. This method has the advantage of being reliable with relatively low collection costs. Cairns domestic airport was selected as the collection point because the majority of visitors to the region depart by air. Surveying was undertaken twice monthly by trained Research Assistants. During each survey period, visitors were approached and asked if they were residents of North Queensland or visitors to the region. After identifying individual places of residence, only visitors to the region were asked if they wished to participate in the survey. Many of the respondents reported that they found completing the survey was a useful experience that allowed them to reflect on their experiences. As a token of appreciation, respondents were given a postcard of the region to thank them for completing the survey. To randomise results, the survey days were varied between weekdays and weekends. No other methods of randomisation were used. This method ensured that a wide cross section of visitors was surveyed. The results from the surveys were scanned, manually entered and coded into SPSS (Statistical Package for the Social Sciences, version 21) and Excel for processing. The questionnaire was structured in two parts, Part A contained closed and open-ended questions to elicit socio-demographic information and motivations for visiting the region. Part B was designed to collect data on a range of issues and had the capacity to be tailored to the research issues under investigation. Limitations: The data were not designed to report on overall visitor numbers to the study region (Cairns). The questionnaire was in English and therefore the sample was limited to tourists who can read and write in English. Furthermore, tourists departing the region through the domestic terminal of Cairns International Airport were sampled and are not representative of other tourists (such as the drive market). Format: The datasets are in Excel format, with labelled variables and category fields, they are accompanied by the relevant survey form in pdf format. Closed questions had a number of predefined fields, comprised of both categorical data and nominal scales. You will need to look at the matching survey form for each dataset to make sense of the data.

Principal Investigator
Prideaux, Bruce, Prof. School of Business, James Cook University (JCU)
Co Investigator
Thomson, Michelle, Ms School of Business, James Cook University (JCU)
Co Investigator
Lee, Louisa Yee-Sum, Ms School of Business, James Cook University
Co Investigator
Sakata, Hana, Ms School of Business, James Cook University
Point Of Contact
Prideaux, Bruce, Prof. School of Business, James Cook University (JCU) bruce.prideaux@jcu.edu.au

Related Websites / Services
Data Usage Constraints
  • Attribution 3.0 Australia