Annex
OLYMPIC ANALYSIS USING THE ANHOLD—
GMI NATION BRANDS INDEX WAVE 2
FIELDWORK
FEBRUARY 2006
What is the Nation Brands Index?
The NBI is a syndicated consumer quantitative
research survey—a joint production between GMI (an American
market research agency) and Simon Anholt (a world renowned expert
on nation branding).
Each quarter, a worldwide online panel of consumers
is polled on their perceptions of the cultural, political, commercial
and human assets, investment potential and tourist appeal of 35
developed and developing countries. This provides a clear index
of national brand power, a unique barometer of global opinion.
In addition to understanding UK as a nation
brand, VisitBritain also add our own questions each quarter, to
focus on tourism issues.
About the Methodology
It is an online panel survey—using samples
from GMI (one of the world's largest actively managed consumer
panels). The sample sizes in each market range from 300 to 1,000
(but most of our key markets are 1,000 sample size). There are
35 markets included now—and they give their opinion on the
same list of 35 markets. The rankings given here are out of 34
as each country also rates itself and we have excluded these from
the rankings.
We have detailed information on the size and
demographic detail of each panel from which the NBI samples come.
Panels are representative of the online population of each market
not the general population.
Most participants have NOT visited the UK so
these opinions are based on Perceptions and imagined visits not
experience. The sample is not made up of classic Britain "best
prospects" but general representatives of that country.
The Anholt-GMI Nation Brand Index (NBI) for
Wave 2 2006 included bespoke questions added by VisitBritain to
measure perceptions of Britain as a holiday destination. The same
questions will be asked on an annual basis in order to monitor
changing opinions. One of these perceptions regards the upcoming
2012 Olympics to be held in Britain and it is this response that
we shall be analysing in this document.
Respondents had to answer the following statement
on a scale from 1 to 7, where 1 is totally disagree and 7 is totally
agree:
I'm more likely to want to visit Britain in the
next few years because London will host the 2012 Olympics
The average response given for this question
was 3.86 with most respondents giving a score of 4. The frequency
graph below illustrates the spread in numbers of respondents on
the scale from "Totally Disagree" to "Totally Agree".
From the chart we can see that the majority
of respondents (27%) neither agreed nor disagreed with the statement,
suggesting the Olympics in 2012 will have no bearing on whether
they will visit Britain or not. The next most frequently scored
on the scale was 1—Totally Disagree (17%). These respondents
are definitely NOT more likely to want to visit Britain in the
next few years because London is hosting the 2012 Olympics. However,
of those who actually said they would be likely to visit the UK
if money and time were no object, 29% said that they were more
likely to visit because of the Olympics (giving a score of 6 or
7).
There is no difference in the agreement of those
that have visited the UK and those who haven't, suggesting that
the Olympics appeals to both groups equally. There are also no
differences between the age groups with same age-group proportions
existing between those who disagreed (giving a score of 1 or 2)
and those who agreed (giving a score of 6 or 7).
Another VisitBritain bespoke question asked
respondents to state whether certain experiences had ever influenced
or inspired them to choose a holiday destination. One of the questions
asked whether sport or a sporting event held in a country had
ever inspired a visit to that country.
24% of the respondents said they had been influenced
by sport or a sporting event held in the country they had chosen
to visit. The top 10 countries with respondents who said they'd
been influenced by sport were as follows:
|
| Rank | Country
| % |
|
| 1 | Indonesia
| 42 |
| 2 | Malaysia
| 38 |
| 3 | South Africa
| 38 |
| 4 | Brazil
| 37 |
| 5 | China |
36 |
| 6 | New Zealand
| 35 |
| 7 | Mexico
| 34 |
| 8 | Egypt |
34 |
| 9 | India |
33 |
| 10 | Argentina
| 29 |
|
Indonesia was the country with the highest proportion of
respondents who said they had been influenced to visit a country
because of sport or a sporting event held in that country (42%).
The Venn diagram below illustrates the proportions of respondents
who said whether they were likely to visit Britain because of
the 2012 Olympics (with a score of 1 or 2 for "disagree"
and 6 or 7 for "agree" and ignoring the respondents
who scored in the middle) and whether they had ever been influenced
to visit a country because of sport or a sporting event.
17% of the respondents said they would be more likely to
visit Britain because London is hosting the 2012 Olympics AND
had also been influenced by sport or a sporting event previously
when planning a visit abroad.
47% of the respondents have never been influenced to visit
a country because of sport or a sporting event and are less likely
to visit Britain because of the upcoming 2012 Olympics.
In conclusion we have the following points:
— The majority of respondents (27%) neither agreed
nor disagreed that the Olympics in 2012 will have a bearing on
whether they will visit Britain or not.
— Of those who actually said they would be likely
to visit the UK if money and time were no object, 29% said that
they were more likely to visit because of the Olympics.
— There is no difference in the agreement of those
that have visited the UK and those who haven't, suggesting that
the Olympics appeals to both groups equally.
— There are also no differences between the age
groups.
— 24% of the respondents said they had been influenced
by sport or a sporting event held in the country they had chosen
to visit.
— 17% of the respondents (who scored 1, 2, 6 or
7) said they would be more likely to visit Britain because London
is hosting the 2012 Olympics AND had also been influenced by sport
or a sporting event previously when planning a visit abroad.
— 47% of the respondents (who scored 1, 2, 6 or
7) are not likely to visit Britain because of the upcoming 2012
Olympics and had never been influenced to visit a country because
of sport or a sporting event.
13 October 2006
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