Non-visitors
One third of non-visitors were not aware of the National Park prior to the interview.
In 2015, the Peak District National Park Authority undertook its first non-visitor survey. The aim of the research was to engage with a representative sample of the Greater Manchester and Sheffield population via telephone interviews.
What do non-visitors know about the National Park?
Awareness of national parks and the Peak District National Park is lower among non-visitors than the general population.
In 2012, a survey of visitors and non-visitors across the UK showed that 90% [13] of respondents were aware of national parks. However, in the PDNPA’s 2015 non-visitor survey, only two thirds of non-visitors were aware of the Peak District National Park.
Location affects awareness of the Peak District National Park and there is a significant difference between awareness among non-visitors in Manchester and Sheffield. In Manchester, 45% of non-visitors were not aware of the Peak District National Park. This figure falls to 19% in Sheffield, showing that non-visitors in Sheffield are much more likely to be aware of the Peak District National Park than those in Manchester.
Two thirds of the non-visitors were not aware of the Peak District National Park Authority. Again, awareness was greater amongst the Sheffield residents (40%) compared with those in Greater Manchester (27%).
Non-visitor perceptions of the National Park
Spontaneous impressions of the National Park centre around its vast, rural countryside setting and the associated outdoor recreational activities such as climbing, walking and camping. This was the same for respondents in both Sheffield and Greater Manchester.
One third of respondents stated it’s a good park with nice countryside landscape that is hilly. Only 3% of respondents stated it was boring, indicating that other factors are barriers to their visiting.
What is appealing about the National Park?
When prompted, non-visitors believe that the National Park has a lot of factors that would potentially appeal to them – the scenery, tranquillity, the outdoors and the wildlife. This was the same for both Greater Manchester and Sheffield.
What do non-visitors do for leisure?
Non-visitors enjoy spending time with family, socialising, shopping, and walking (all cited by at least a third) – all of which the Peak District National Park can offer.
What stops non-visitors visiting the Peak District?
Transportation and distance travelling to the National Park are barriers to visiting for non-visitors from Sheffield and Greater Manchester.
Difficulty in getting to the National Park was also most significant in the 65+ years old group.
A lack of knowledge of what is available in the National Park means that many people don’t have any real reason to visit.
Just over a third of all non-visitors state they are unlikely to visit the Peak District National Park in the future.
What would encourage non-visitors to visit?
Non-visitors claim that publicity is the key to encouraging them to visit the National Park, alongside provision (and publicity) of affordable public transport links. Overwhelmingly, one third of respondents stated more publicity including social media would encourage them to think about visiting. One quarter of respondents said they were not interested in visiting. Further research on the age, ethnicity and social backgrounds of these respondents would be useful.
Why don’t people visit the National Park? The Peak District National Park Authority, aims to improve diversity in its audience, greater understanding of non-visitors is required to understand motivations and barriers for not visiting the Peak District.
What about economic non visitors? Research in to non-visitors thus far has focused on surrounding communities. There are also economic non-visitors. There is potential to grow visits from places further away such as London and international Tourists who will spend more and stay longer in the Peak District.
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