Etivity 3: Survey, Group: David, Lisa, Katja, Johanna

Our survey focuses on Icelandic horse owners. With the questionnaire we aim at collecting data on the general travel behavior of horse owners and the demand for travels with horses. In Addition, we want to collect data on the demand for such a place as the future Ruggård Hay Hotel will be. Our Survey will be done online. The focus group will be danish Icelandic horse owners.

 

Dear Icelandic horse owner,
as part of our study programme at the SDU in Kolding we work on a project which investigates the demand for horseback tourism in the Vejle Ådal region. Therefore, we created a survey in order to gain an insight into the tourists’ motivation, travel behaviour and attitude, especially concerning the future Ruggård Hay Hotel in the Vejle Ådal region which will be opened by Christopher and Lisbeth Kjær. We would appreciate it if you could spend 10 minutes of your time on this survey. The information gathered in this survey will help the Kjær’s to set up their business.
Be assured that all answers you provide will be kept in the strictest confidentiality. Please click “….” to begin.
The idea of Christopher and Lisbeth Kjær:
Christopher and Lisbeth Kjær would like to open up a Hay Hotel in Vejle Ådal where tourists can stay with their horses to enjoy their holidays or use the farm’s facilities for an overnight stay on their way to a horse riding competition. The guests can stay in a fully equipped apartment which can host up to 4 persons at a time. Furthermore, the family would like to offer additional services such as guided horseback tours, breakfast on the weekends and coffee and lunch arrangements for guests riding out.

 

Demographic questions

1. What is your age?
□ 18-25
□ 26-40
□ 41-60
□ 60+

2. What is your gender?
□ female
□ male

3. What is your marital status?
□ single
□ married or domestic partnership without any children
□ married or domestic partnership with children

4. Where in Denmark are you from?
□ Syddanmark
□ Fyn
□ Midtjylland
□ Nordjylland
□ Sjælland
□ Hovedstaden

5. How many horses do you own?
□ 1
□ 2
□ 3 or more

 

Motivation

6. What is your main motivation to go on a vacation? (multiple choices possible)
□ escape the stressful daily life
□ health reasons
□ to get to know different cultures
□ to get to know new people
□ travel with horses
□ other: __________________

7. Have you gone on a vacation in Denmark in the past?
□ yes
□ no

8. Which other activities would you consider in Vejle Ådal instead of/in addition to horseback riding?
□ visit Legoland and/or Lalandia
□ enjoy nature
□ go mountainbiking
□ go fishing
□ go canoeing
□ go hiking
□ none
□ other: _______________________

9. How do you usually become aware of holiday apartments in Denmark?
□ through social media, e.g. facebook
□ word of mouth, e.g. family and friends, other Icelandic horse riders
□ Visitdenmark.dk
□ website of the Danish Icelandic Horse Association
□ website of Hay Hotels
□ other: ___________________

 

Travel behaviour

10. How often do you go on vacation (per year)?
□ never
□ 1-2 times
□ 3-4 times
□ more than 4 times

11. How long is your average stay?
□ less than 7 days
□ 7 days
□ 7-10 days
□ 11-14 days
□ more than 14 days

12. When do you usually go on vacation?
□ peak season (during public holidays)
□ off season (rest of the year)

13. With whom are you usually going on a vacation?
□ alone
□ with my partner
□ with my partner and my children
□ with my extended family
□ with friends

 

Horse tourism

14. Have you ever travelled with your own horse/s?
□ Yes, once
□ Yes, twice
□ Yes, three or more times
□ No

 

From here, the questionnaire will have to paths. One for those answering with “Yes,…” and one for those answering with “No”:

If yes…

15. What was the purpose?
□ stop along the way (overnight stay) to an Icelandic horse riding competition
□ going on a vacation bringing along your horse

16. Where did you travel with your horse the last time?
□ within Denmark
□ Germany
□ Norway
□ Sweden
□ Other, please specify

17. What would be the longest distance you would travel with a horse?
Open answer

18. In what type of accommodation did you stay when traveling with your horse?
□ hotel chain
□ small hotel
□ apartment
□ holiday home
□ Other, please specify

19. Which facilities do you expect for your horses? (multiple choices possible)
□ stable
□ food and water
□ folding
□ Other, please specify

20. In what kind of additional services offered by the Kjær family would you be interested? (multiple choices possible)
□ guided tours for tourists bringing their own horse
□ lunch and coffee arrangements
□ breakfast on the weekend together with the family
□ using the hot tub
□ sleepover in the hay
□ local products in the fridge at arrival*
*The guests would be able to choose before-hand which local products they wish to have in their fridge to cook their meals.

 

If no…

15. Could you imagine a future vacation in which you take your horse along?
□ Yes
□ No

16. How far away from your home could you imagine to travel with your horse?
Open answer

17. Which facilities would you expect for your horses when choosing an accommodation? (multiple choices possible)
□ stable
□ food and water
□ folding
□ Other, please specify

18. In what kind of additional services offered by the Kjær family would you be interested? (multiple choices possible)
□ guided tours for tourists bringing their own horse
□ lunch and coffee arrangements
□ breakfast on the weekend together with the family
□ using the hot tub
□ sleepover in the hay
□ local products in the fridge at arrival*
*The guests would be able to choose before-hand which local products they wish to have in their fridge to cook their meals.

 

The following questions will be for both Groups (Yes and No to question 14)

Sustainable tourism development
The Kjær plans to implement sustainable tourism development in the hotel. Sustainable tourism development can be defined as an ongoing process which aims to make optimal use of environmental resources, to respect the socio-cultural life of the host community and to ensure viable, long-term economic operations. In the following we will ask you about your travel behaviour in relation to sustainable tourism.

21. How often have you bought ecological food throughout the past year?
□ once
□ several times
□ regular basis
□ never

22. Do you try to reduce waste in your household?
□ yes
□ no

23. How important is sustainability in your daily life?
Skala 1-6

24. Is sustainability relevant for you when travelling?
□ yes
□ no

25. How important is it for you to have local food during your vacation?
Skala 1-6

26. How important is it for you to interact with locals during your vacation?
Skala 1-6

27. Would you be willing to pay more for a sustainable vacation? If yes, how much?
□ yes, …
□ no

28. Do you think sustainable tourism development should be an aspect to be considered when setting up the Hay Hotel?
□ yes
□ no

 

Booking channels

29. The family would prefer telephone booking to get a first impression of their guests and to create personal customer contact. Therefore, you can see online when the family is available or you can make an appointment via e-mail for your phone call. What do you think of this kind of booking?
Open answer

30. What kind of booking channel would you prefer?
□ online booking on own website
□ telephone booking
□ e-mail booking

 

Prices

31. How much would you be willing to pay for a fully equipped apartment (including kitchen, bathroom, washing machine, 1 double bed, 1 sofa bed) for 4 persons per night?
□ less than 600 DKK
□ 600-700 DKK
□ 700-800 DKK
□ 800-900 DKK
□ more than 900 DKK

32. How much would you be willing to pay per horse per day?
□ up to 50 DKK
□ up to 100 DKK
□ up to 200 DKK

33. Do you think the idea of the Kjær family to open the Ruggård Hay Hotel could be successful?
□ yes,
□ no,

34. Would you stay at the Ruggård Hay Hotel in the future?
□ yes, because…
□ no, because…

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