The results of new Arrowtown tourism research could prompt
a move away from gold-related marketing. Photo by Tracey
Any tourist walking down Arrowtown's Buckingham St is
twice as likely to be aged over 55 as any tourist in Queenstown
Mall, new research by the Arrowtown Promotion and Business
The survey could prompt a move away from gold-related
promotion of Arrowtown to an accent on the village's charm
and preserved historic buildings.
Half of Arrowtown's visitors were older than 55 and 72% were
older than 40, the association discovered, when conducting
the largest market research on the village's brand and
The research showed a large proportion of independent
travellers, 79% of visitors driving themselves to Arrowtown,
37% of them in rented vehicles, and a further 10% arriving
privately on public transport.
Destination Queenstown's quarterly visitor reports showed 19%
of Queenstown's visitors made a trip to Arrowtown, compared
with 18% who travelled to Milford Sound and Fiordland.
More than 400,000 people from outside the Wakatipu region
visited Arrowtown each year. Equal numbers of New Zealanders
and foreigners visited the village.
Visitors' satisfaction rating with Arrowtown was measured at
8.9 out of 10, which was identical to the satisfaction rating
''The 8.9 scores achieved by both Arrowtown and Queenstown
are very close to the maximum possible because always there
is a proportion of people surveyed who will never include a
`perfect 10' in their consideration,'' research project
director and association board member John Lapsley said.
A total of ''95% of visitors rated Arrowtown 8 or better,
with 63% scoring it either 9 or 10. The latter are scores you
can interpret as being truly delighted with their
experience,'' Mr Lapsley said.
''We know the great proportion of Arrowtown's visitors are
travellers making day trips to the village during a
''With Queenstown's particular success as a youthful
adventure sports capital, the research shows the important
contribution Arrowtown makes to the Queenstown mix with its
added appeal to the somewhat older demographic.''
A total of 9% of Arrowtown's visitors had been cycling, 7%
were in a group which played golf and 48% had gone on walks.
The brand section of the market research covered village
businesspeople and 150 visitors, who were asked to sum up
Arrowtown in a sentence. Similar thoughts were grouped
together into like categories, and their frequency analysed.
In descending order, the expressed thoughts were about
quaintness and charm, the sense of history, the physical
beauty and the town's ''good vibrations''.
''What was surprising in the brand research was that the
town's gold history was specifically mentioned by only 5.3%
of respondents,'' Mr Lapsley said.
''Visitors are more in love with the town's charm and
preserved historic buildings than the actual specifics of its
past. The town's promotion may need to be tweaked a little,
because historically there's been a greater emphasis on gold
with slogans like `Born of Gold' and `Pure Gold'.''
The research showed 43% of visits to Arrowtown were for two
hours or less.
''It's apparent Arrowtown needs to improve the information it
gives to visitors - the research indicates there are too many
walking up and down the main street without a good enough
idea of what's available to them, and therefore not spending
as much time in Arrowtown as they might.''