EAPMV : Activités éducatives pratiques pendant des vacances

Transcription

Page 1
Contexte
Des ministères et des organismes de tourisme du Canada se sont associés pour effectuer deux importantes études
d’évaluation des activités et des éléments de motivation en matière de voyages d’agrément chez les Canadiens et les
Américains.
Cette enquête, intitulée Enquête sur les activités et les préférences en matière de voyage (EAPMV), représente une
évaluation approfondie des comportements et des éléments de motivation en matière de voyages et fournit une base de
données riche et sérieuse pour élaborer des stratégies de commercialisation et créer des produits de voyage visant à
attirer des touristes au Canada et en Ontario.
La série d’analyses actuellement en cours s’appuie sur la base de données de l’EAPMV pour examiner les tendances du
marché et les facteurs qui motivent le comportement en matière de voyages. L’EAPMV, qui comprenait une enquête
par téléphone et une enquête par courrier-réponse à laquelle les répondants devaient répondre, a été menée au Canada et
aux États-Unis du 27 septembre 1999 au 16 avril 2000. L’enquête par téléphone a été menée auprès de 28 397
personnes aux États-Unis et de 18 385 personnes au Canada. Les répondants ont été choisis au hasard dans des
ménages. On a demandé aux participants à l’enquête par téléphone qui avaient voyagé au cours des deux années
précédentes ou qui souhaitaient faire un voyage au cours des deux prochaines années de remplir un questionnaire par
courrier-réponse. En tout, 40 271 personnes se sont qualifiées pour le questionnaire par courrier-réponse. Sur ce
nombre, 11 892 personnes ( 29,4 %) ont renvoyé le questionnaire dûment rempli. Le taux de réponse au questionnaire a
été plus élevé au Canada, soit 5 490 personnes (35,2 %), qu’aux États-Unis, soit 6 405 personnes (26,0 %).
L’étude actuelle porte sur les personnes qui ont manifesté depuis deux ans l’intérêt de participer pendant des vacances à
une activité éducative pratique, dont fouilles archéologiques, cours de cuisine, apprentissage d’une langue étrangère,
ainsi que sur celles chez lesquelles ce genre d’expérience pendant des vacances suscitait un certain intérêt. La base de
données EAPMVa servi à cerner les segments de marché qui, depuis deux ans, ont recherché pendant des vacances une
activité éducative pratique, ainsi que ceux qui ont manifesté l’intérêt de participer à des activités éducatives pendant des
vacances. Ce rapport fournit un profil démographique, les activités des Canadiens en matière de voyages, les intentions
de voyage des Canadiens, les expériences de vacances recherchées au cours des deux années précédentes, les activités
de vacances auxquelles les répondants ont participé au cours des deux années, les habitudes de consommation de
médias, les sources d’information consultées pour planifier de brèves ou de longues vacances ainsi que les impressions
à propos du Canada et de l’Ontario par rapport à l’intérêt que suscitent des activités éducatives pratiques pendant des
vacances. Ce rapport illustre également le marché éventuel global et cerne les secteurs offrant les plus grandes
possibilités quant aux activités de commercialisation, de publicité et de promotion visant à augmenter les possibilités de
participation à des activités
éducatives
pratiques
pendantpratiques
des vacances
au Canada
et en Ontario.
EAPMV
: Activités
éducatives
pendant
des vacances
TAMS
Travel Activities &
Motivation Survey
Page 2
Hands-On Learning on Vacation
Interest Index
Construction of the Index
The TAMS Mailback Survey contained two items specifically associated with hands-on learning
experiences while on vacation. These were:
Whether the respondent had participated in a hands-on learning experience (archaeological dig,
cooking course, learning another language) while on vacation during the past two years
Whether the respondent expressed an interest in participating in a hands-on learning experience
while on vacation during the next two years.
Based on the responses to these two questions, the TAMS respondents were classified into three groups:
TAMS
Travel Activities &
Motivation Survey
No Interest: Did not participate in a hands-on learning experience while on vacation during the
past two years, nor expressed plans to participate in a hands-on learning experience over the next
two years
Interested: Did not participate in a hands-on learning experience while on vacation during the past
two years, but did express plans to participate in a hands-on learning experience over the next two
years
Participated: Did participate in a hands-on learning experience while on vacation during the past
two years, irregardless of whether or not they expressed plans to participate in a hands-on learning
experience over the next two years.
Page 3
Interest in Hands-On Learning on Vacation
Canada versus United States
Based on Prior Travel Activities and Future Interest
Percent of Population (18 Plus) Who Either Travelled in Last Two Years or Intends to Travel in Next Two Years
100%
90%
7.4%
Population: 11,369,000
8.3%
6.2%
5.4%
Population:1,095,000
Population: 955,000
80%
70%
60%
50%
40%
84.3%
30%
88.4%
20%
10%
0%
United States
TAMS
Travel Activities &
Motivation Survey
Canada
Overall, 7.2 % (12,140,000) of the
travellers in North America sought
out a participatory hands-on
learning experience while on
vacation during the past two years.
An additional 8.0 % of travellers
(13,800,000) expressed an interest
in participating in this type of
vacation experience over the next
two years. While there was little
difference in the participation rate
of Canadians and Americans in
vacation learning experiences,
Americans were 53 % more likely
to express an interest in pursuing
such a vacation experience over the
next two years.
Participated
Interested
No Interest
Interest in Hands-On Learning on Vacation:
Page 4
Based on Prior Travel Activities & Future Interest
Canada: By Province
Province of Residence
Small Sample Warning
for P.E.I. n=11
Prince Edward Island
Nova Scotia
5%
New Brunswick
5%
7%
5%
5%
7%
Manitoba
4%
5%
Saskatchewan
Alberta
6%
7%
0%
2%
Participated
Interested
6%
5%
British Columbia
Motivation Survey
1%
5%
Ontario
Among Canadians, residents
of Newfoundland had the
highest rate of participation
in hands-on learning
vacations, although there was
relatively little variation in
the participation rate or
interest level across Canada.
4%
8%
Quebec
TAMS
Travel Activities &
3%
9%
Newfoundland
4%
6%
8%
10%
12%
14%
16%
Interest in Hands-On Learning on Vacation:
Page 5
Based on Prior Travel Activities & Future Interest
United States: By Region
Region of Residence
The participation rate and interest
level in hands-on learning vacations
among Americans was relatively
uniform across most regions of the
United States, with the exception of
the West North Central and East
North Central regions where such
vacation pursuits were less common.
10%
9%
South Atlantic
Florida, Georgia, North
Carolina, South Carolina
9%
8%
East South Central
Alabama, Mississippi,
Tennessee, Kentucky
6%
9%
West South Central
Texas, Oklahoma,
Arkansas, Louisiana
12%
7%
Mountain
New Mexico, Arizona, Utah, Colorado,
Nevada, Idaho, Wyoming, Montana
10%
9%
Pacific /Hawaii
California, Hawaii, Oregon,
Washington, Alaska
5%
4%
West North Central
Kansas, Nebraska, South Dakota,
Missouri, Iowa, Minnesota
7%
5%
East North Central
Wisconsin, Illinois,
Michigan, Ohio, Indiana
Participated
Interested
9%
7%
Middle Atlantic
Pennsylvania,
New York, New Jersey
TAMS
Travel Activities &
Motivation Survey
6%
7%
New England
Maine, Connecticut, Massachusetts,
Rhode Island, Vermont
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Page 6
Canada: By Demographics
Male
6%
Female
6%
Young Singles
See Appendix One for
a description of each of
the life cycle stages.
Mature Families
6%
5%
6%
Mature Couples
3%
4%
7%
7%
Senior Couples
2%
8%
Senior Singles
3%
4%
5%
5%
High School/Trade School
University/College
6%
7%
Advanced University Degree
4%
11%
Undefined
7%
7%
$40K to $80K
6%
5%
$80K Plus
6%
4%
0%
Participated
Interested
4%
5%
Less than $40K
Motivation Survey
5%
5%
Mature Singles
TAMS
Travel Activities &
9%
6%
Young Families
In Canada, Young Singles were clearly
the most likely to have participated in a
hands-on learning vacation, although
Mature Singles and Senior Couples
exhibited above average interest in such
pursuits. Interest in hands-on learning
vacation experiences tends to increase as
the level of education increases, but
appears unrelated to the respondent’s
gender or the household income.
6%
11%
Young Couples
Technical Note
4%
5%
10%
15%
20%
25%
Page 7
United States: By Demographics
Female
Technical Note
See Appendix One for
a description of each of
the life cycle stages.
Young Couples
7%
Young Families
7%
Mature Families
11%
8%
7%
11%
Mature Couples
5%
6%
9%
8%
Senior Couples
2%
7%
Senior Singles
4%
5%
9%
6%
High School/Trade School
University/College
8%
8%
Advanced University Degree
7%
10%
Undefined
Motivation Survey
15%
10%
Mature Singles
TAMS
Travel Activities &
8%
6%
Young Singles
9%
6%
Less than $40K
8%
$40K to $80K
8%
$80K Plus
8%
0%
The participation rate in hands-on learning
vacations in the United States was somewhat
different from that observed in Canada. Thus,
while Young Singles and Mature Singles
exhibit above average participation and
interest levels (as in Canada), American
Mature Families (i.e., those with teenage
children) were much more likely than
Canadian Mature Families to have taken such
a vacation in the past. As well, American
males were 42.6 % more likely than American
females to have pursued a hands-on learning
experience while on vacation during the past
two years. (Note: There was no difference
between males and females in Canada). As in
Canada, participation in hands-on learning
experiences while on vacation increased as the
level of education increased, but was unrelated
to the household income of the respondent.
8%
9%
Male
5%
10%
Participated
Interested
7%
7%
10%
15%
20%
25%
30%
Page 8
Canada: By Market Segment
Affluent Young Singles
6%
5%
Affluent Young Couples
4%
7%
Affluent Families
6%
5%
Mainstream Young Families
6%
6%
Mainstream Mature Families
7%
7%
Affluent Mature Singles
4%
3%
Mainstream Mature Couples
7%
8%
Mainstream Mature Singles
10%
Mainstream Senior Couples
0%
2%
Participated
Interested
2%
5%
3%
Affluent & Mainstream Senior Singles
In terms of the market segments (see
technical notes) in Canada, Affluent
Young Singles were the most likely to
have participated in a hands-on learning
experience while on vacation, followed
by the Young Mainstream Market and
Mainstream Senior Couples. Interest in
these types of vacation experiences was
quite high within the Young Mainstream
Market. Overall, hands-on learning
vacation experiences appear to appeal
mostly to younger and/or single
travellers.
3%
6%
Affluent Mature & Senior Couples
Motivation Survey
9%
10%
Young Mainstream Market
TAMS
Travel Activities &
6%
11%
4%
6%
8% 10% 12% 14% 16% 18% 20%
Technical Note
The market segments used in this analysis
have been derived using the Ontario
Tourism Marketing Partnership (OTMP)
tracking database. See Appendix Two for a
description of each of these segments.
Page 9
United States: By Market Segment
TAMS
Travel Activities &
Motivation Survey
7%
13%
Participated
Interested
5%
6%
0%
6%
10%
6%
Affluent & Mainstream Senior Singles
10%
7%
5%
8%
15%
10%
In the United States, the market
segments with the highest level of
participation in hands-on learning
vacations were the Affluent Mature
Singles, Mainstream Mature Families
and Young Mainstream Market.
However, as in Canada, the overall
interest level exhibited in such
vacations was highest among
younger and single travellers.
11%
7%
Affluent Families
9%
9%
10%
8%
8%
6%
Technical Note
The market segments used in this analysis
have been derived using the OTMP
tracking database. See Appendix Two for a
description of each of these segments.
2%
4%
5%
5%
10%
15%
20%
25%
30%
Page 10
Canada vs. U.S.: By Trips In Canada Last Two Years
Percent Taking At Least One Trip In Canada Within the Last Two Years
No Domestic
Trips
6%
Canadians who travelled
domestically were no more likely to
have participated in a hands-on
learning vacation experience than
Canadian travellers who only
travelled outside of Canada.
However, Canadian travellers who
did not travel domestically were
more likely to express an interest in a
hands-on learning vacation
experience, suggesting that learning
vacation packages may be an
effective way to encourage
Canadians to travel within Canada.
Americans who had not visited
Canada also exhibited an above
average interest in hands-on learning
vacation experiences.
9%
Canada
Took Domestic
Trip
United
States
6%
No Trips from
U.S. to Canada
7%
Took Trip from
U.S. to Canada
7%
0%
TAMS
Travel Activities &
Motivation Survey
2%
4%
4%
9%
Participated
Interested
5%
6%
8%
10%
12%
14%
16%
18%
Page 11
Canada: Interest By Province Travelled To
Base: Percent Taking At Least One Trip In Canada Within the Last Two Years
Percent of Population (18 Plus) Who Took a Trip to Each Province During the Last Two Years
Destination Province
Newfoundland/ Labrador
6%
2%
7%
Nova Scotia
7%
TAMS
Travel Activities &
Motivation Survey
2%
3%
New Brunswick
8%
Quebec
9%
Ontario
7%
Manitoba
6%
Saskatchewan
6%
Alberta
7%
3%
5%
4%
6%
3%
4%
British Columbia
7%
4%
Yukon
7%
4%
0%
2%
There was little association
between participation in a
hands-on learning activity
while on vacation and the
Canadian province visited
during the last two years.
4%
6%
8%
10%
Participated
Interested
12%
14%
Page 12
United States: Interest By Province Travelled To
Base: Percent Taking At Least One Trip In Canada Within the Last Two Years
Percent of Population (18 Plus) Who Took a Trip to Each Province During the Last Two Years
Destination Province
Newfoundland/ Labrador
18%
8%
Nova Scotia
4%
6%
New Brunswick
6%
7%
Quebec
2%
11%
Ontario
5%
13%
Saskatchewan
11%
14%
Alberta
7%
British Columbia
8%
4%
8%
Yukon
Participated
Interested
4%
14%
0%
Motivation Survey
4%
7%
Manitoba
TAMS
Travel Activities &
Americans who visited
Newfoundland/Labrador, Saskatchewan,
Yukon and Manitoba during the past two
years were somewhat more likely to have
sought out hands-on learning experiences
while on vacation. Americans travelling to
Manitoba and Saskatchewan tended to have
higher levels of interest in hands-on learning
experiences while on vacation, relative to
those who travelled to other destinations.
5%
5%
10%
15%
20%
25%
30%
Page 13
Intentions to Travel to Canada Next Two Years
Interest in Hands-On Learning By Intentions to Travel In Canada During Next 2 Years
Participated
Canada
21%
21%
32%
20%
Interested
16%
No Interest
0%
Motivation Survey
9%
70%
Participated
TAMS
Travel Activities &
13%
74%
Interested
No Interest
United
States
9%
71%
The relationship between
participation in hands-on
learning experiences while on
vacation and travel in Canada
was weak in both Canada and the
United States. However,
Americans who expressed an
interest in pursuing a hands-on
learning experience were
somewhat more likely to expect
to take a trip to Canada during
the next two years.
Very likely
Fairly likely
21%
20%
40%
60%
80%
100%
General Vacation Experiences Sought
During Pleasure Travel in the Past Two Years
By Interest in Hands-On Learning on Vacation
Page 14
Base: Total Population (18 Plus) Who Took a Trip in the Last Two Years: Canada & U.S. (Mailback Survey)
Those who sought out a hands-on learning experience
while on vacation during the past two years were also
much more likely to have sought out exploratory
vacation activities (e.g., visiting natural sites, museums,
art galleries). This suggests that these travellers tend to
view vacations as an opportunity to learn. They were
also more likely to have participated in a hobby or sport
while on vacation during the past two years. On the other
hand, those who sought out hands-on learning
experiences while on vacation were much less likely to
pursue vacations for romantic reasons or for relaxation.
Exploration
Personal
Indulgence
Romance &
Relaxation
Technical Note
Sports &
Learning
Participated
Interested
No Interest
Socializing
-1.00
TAMS
Travel Activities &
Motivation Survey
-0.50
This analysis is based on a factor analysis of the vacation experiences sought
during the past two years. See Appendix Three for a description of the
individual items associated with each of these factor scores. The factor scores
for each dimension are determined by the weighted sum of all items. The
weight for each item is determined by how much the item is correlated with
the overall factor score. Factor scores are standardized with an average of “0”
and a standard deviation of “1”. A value of “0” means that the travellers in
the group exhibited an average tendency to pursue a given vacation
experience. Progressively more positive values indicate that the travellers in
the group were progressively more likely to have pursued the vacation
experience. Progressively more negative values indicate that the travellers
within the group were progressively less likely to have pursued the vacation
experience.
0.00
0.50
1.00
1.50
Page 15
Outdoor Activities Sought
Team Sports
Those who sought out hands-on learning experiences while on vacation were
also active in a broad range of outdoor activities, especially energetic
activities such as team sports, canoeing, kayaking and backpacking, extreme
sports (e.g., hang-gliding), biking, rock and ice climbing, sailing, windsurfing
and scuba diving. However, they were also more likely than the average
traveller to have sought out natural phenomena (e.g., whale-watching) and
natural sightseeing (e.g., viewing wildlife and wild flora), indicating their
interest in nature. Those who were interested in hands-on learning vacation
experiences were also more active in a broad range of outdoor activities, but
to a lesser extent than those who had actually participated in a hands-on
learning experience while on vacation during the past two years.
Natural Sightseeing
Swimming & Sunbathing
Golfing
Hunting
Canoeing, Kayaking, Hiking
Fishing
Motorcycling
Extreme Sports
Fitness
Technical Note
Skiing & Snowboarding
Snowmobiling
Biking
Participated
Interested
No Interest
Skating
Rock & Ice Climbing
Sailing, Windsurfing & Scuba
Natural Phenomena
-0.20
TAMS
Travel Activities &
Motivation Survey
0.00
0.20
0.40
0.60
0.80
This analysis is based on a factor analysis of the outdoor vacation activities
sought during the past two years. See Appendix Four for a description of the
individual items associated with each of these factor scores. The factor
scores for each dimension are determined by the weighted sum of all items.
The weight for each item is determined by how much the item is correlated
with the overall factor score. Factor scores are standardized with an average
of “0” and a standard deviation of “1”. A value of “0” means that the
travellers in the group exhibited an average tendency to pursue a given
outdoor vacation activity type. Progressively more positive values indicate
that the travellers in the group were progressively more likely to have
pursued the outdoor vacation activity type. Progressively more negative
values indicate that the travellers within the group were progressively less
likely to have pursued the outdoor vacation activity type.
1.00
Cultural and Entertainment Activities Sought
Page 16
Those who had sought out a hands-on learning experience
while on vacation during the past two years were also quite
active in a broad array of cultural and entertainment
activities. Relative to the average traveller, participants in
hands-on learning experiences were especially likely to
have patronized cultural activities, such as French Canadian
cultural activities, aboriginal cultural activities and cultural
festivals. They were also above average patrons of the high
arts, and more likely than the average traveller to have
visited zoos, aquariums and planetariums, museums, art
galleries and historical sites, local agricultural fairs and
international sporting events. This pattern of cultural
consumption reflects the fact that those who seek hands-on
learning experiences see vacations as opportunities to learn.
Shopping and dining
Museums, art, historical sites
High arts
Theme parks
Participated
Interested
No Interest
Professional sports
Zoos, aquariums, planetariums
Agricultural and local fairs
Concerts, carnivals and festivals
Aboriginal cultural experiences
Gardens and natural attractions
Technical Note
Cultural festivals
This analysis is based on a factor analysis of the culture and entertainment vacation activities
sought during the past two years. See Appendix Five for a description of the individual items
associated with each of these factor scores. The factor scores for each dimension are
determined by the weighted sum of all items. The weight for each item is determined by how
much the item is correlated with the overall factor score. Factor scores are standardized with
an average of “0” and a standard deviation of “1”. A value of “0” means that the travellers in
the group exhibited an average tendency to pursue a given cultural and entertainment vacation
activity type. Progressively more positive values indicate that the travellers in the group were
progressively more likely to have pursued the cultural and entertainment activity type.
Progressively more negative values indicate that the travellers within the group were
progressively less likely to have pursued the cultural and entertainment activity type.
International sporting events
Gambling, horse and auto racing
Rodeos & amateur tournaments
French Canadian culture
-0.60
-0.40
TAMS
Travel Activities &
Motivation Survey
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
Accommodation-Related Activities Sought
Page 17
Camping in public
grounds or
wilderness
Participated
Interested
No Interest
Cooking or wine
tasting school
Lakeside or
wilderness lodge
Remote fly-in lodge
or outpost
Those who had sought out a hands-on learning
experience while on vacation during the past two
years were also more likely to have camped,
stayed in a wilderness lodge or remote fly-in lodge
or outpost, again reflecting their interest in nature.
They were also much more likely than the average
traveller to have gone to a cooking or wine tasting
school, or to have stayed in a B&B, health spa or
gourmet restaurant with accommodations. Many
of these types of accommodations afford an
opportunity to learn while on vacation.
Technical Note
This analysis is based on a factor analysis of the accommodation-related
activities sought during the past two years. See Appendix Six for a description
of the individual items associated with each of these factor scores. The factor
scores for each dimension are determined by the weighted sum of all items.
The weight for each item is determined by how much the item is correlated
with the overall factor score. Factor scores are standardized with an average of
“0” and a standard deviation of “1”. A value of “0” means that the travellers in
the group exhibited an average tendency to pursue a given accommodationrelated vacation activity. Progressively more positive values indicate that the
travellers in the group were progressively more likely to have pursued the
accommodation-related vacation activity. Progressively more negative values
indicate that the travellers within the group were progressively less likely to
have pursued the accommodation-related vacation activity.
Ski resort
Seaside resort
B&B, spa or gourmet
restaurant
-0.60
TAMS
Travel Activities &
Motivation Survey
-0.40
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
Page 18
Day & Overnight Touring Activities in the Past Two Years
Guided tours of
country or city
experience while on vacation were somewhat
more likely than the average traveller to have
taken day and overnight tours. However, the
level of participation in most types of tours was
only slightly greater than for the average
traveller, suggesting that tours are not especially
attractive to those interested in hands-on learning
vacations.
Winery tours
Touring by personal
vehicle
Great Lakes boat
and submarine
cruise
Technical Note
Boat and train day
tours
Scenic day tours by
air
Participated
Interested
No Interest
Ocean cruises
-0.60
TAMS
Travel Activities &
Motivation Survey
-0.40
-0.20
This analysis is based on a factor analysis of the overnight tours taken during the
past two years. See Appendix Seven for a description of the individual items
associated with each of these factor scores. The factor scores for each dimension
are determined by the weighted sum of all items. The weight for each item is
determined by how much the item is correlated with the overall factor score.
Factor scores are standardized with an average of “0” and a standard deviation of
“1”. A value of “0” means that the travellers in the group exhibited an average
tendency to participate in a given type of touring activity. Progressively more
positive values indicate that the travellers in the group were progressively more
likely to have participated in a given type of touring activity. Progressively more
negative values indicate that the travellers within the group were progressively
less likely to have participated in a given type of touring activity.
0.00
0.20
0.40
0.60
0.80
1.00
Page 19
Sources of Information Consulted to Plan Brief Vacations
Past experience/ Been there before
Advice of friends/ relatives
Internet/ World Wide Web
A travel agent
Articles in new spapers/ magazines
An airline's reservation system
An auto club such as CAA/AAA
Advertisements in new spapers/ magazines
Travel inform ation offices including printed materials
Travel information you received in the m ail
Travel guides such as Fodor's or Michelin
Participated
Interested
No Interest
Program s on television
Other m entions
Advertisem ents on television
Those who had sought out a hands-on
learning experience while on vacation during
the past two years consulted a broader array
of information sources to plan their brief
vacations. Relative to the average traveller,
they were especially likely to have used print
information (e.g., articles and advertisements
in newspapers and magazines, information
obtained from travel bureaus, information
received in the mail, travel guides such as
Fodor’s), suggesting that print media may be
the most efficient way to reach this sector of
the market. Those who exhibited an interest
in hands-on learning vacation experiences
tended to consult the same type of
information sources as actual participants, but
were slightly more likely to rely on the
advice of family and friends, and direct mail
materials.
Visits to trade/ travel/ sportsm en's show s
None of these
0%
TAMS
Travel Activities &
Motivation Survey
10% 20% 30%
40% 50% 60% 70% 80%
Page 20
Sources of Information Consulted to Plan Longer Vacations
Past experience/ Been there before
experience while on vacation during the past two
years also consulted a wide array of information
sources to plan their longer vacations. As with brief
vacation planning, participants were especially likely
to have used print materials (e.g., articles and
advertisements in newspapers and magazines,
information obtained from travel bureaus, information
received in the mail, travel guides such as Fodor’s) to
plan their longer vacations. Once again, this indicates
that this sector of the market can best be reached
through print advertising and direct mail.
Advice of friends/ relatives
A travel agent
Internet/ World Wide Web
An airline's reservation system
An auto club such as CAA/AAA
Articles in newspapers/ magazines
Travel information offices including printed materials
Advertisements in newspapers/ magazines
Travel information you received in the mail
Travel guides such as Fodor's or Michelin
Other mentions
Participated
Interested
No Interest
Programs on television
Advertisements on television
Visits to trade/ travel/ sportsmen's shows
None of these
0%
TAMS
Travel Activities &
Motivation Survey
10%
20%
30%
40%
50%
60%
70%
Page 21
Interest in New Tourism Products
By Interest in Hands-On Learning on Vacation (Part One of Two)
Percent Stating Attraction Would Make Them “A Lot More Interested” in Taking a Trip to Ontario
45%
47%
Overnight train tours through natural
terrain
38%
Cruises on the Great Lakes (one or more
nights)
47%
28%
37%
Game parks or game preserves/ wildlife
viewing areas
43%
28%
31%
34%
An aboriginal attraction such as the Indian
Museum
16%
A heritage attraction with historical
reconstructions/ re-enactments
26%
19%
A musical festival such as the Jazz Festival
in Montreal
12%
17%
0%
10%
20%
33%
25%
30%
24%
A garden attraction such as Cypress
Gardens or Tivoli Park
Motivation Survey
27%
28%
17%
A science and technology theme park such
as Epcot
TAMS
Travel Activities &
Participated
Interested
No Interest
34%
30%
33%
40%
Respondents were asked whether each of 16
new tourism attractions would make them “a lot
more interested” in taking a trip to Ontario.
Those who had participated in a hands-on
learning experience while on vacation, as well
as those who exhibited an interest in such
vacation experiences, were considerably more
interested in all eight of the more popular
tourism attractions than the average traveller.
They were especially interested in attractions
with a nature theme, such as an overnight train
tour through natural terrain, and a game park or
game preserve with wildlife viewing areas. They
also exhibited considerable interest in an
aboriginal attraction and a heritage attraction.
50%
Page 22
By Interest in Hands-On Learning on Vacation (Part Two of Two)
Percent Stating Attraction Would Make Them “A Lot More Interested” in Taking a Trip to Ontario
24%
26%
A movie theme park such as Universal
Studios or MGM
Participated
Interested
No Interest
16%
23%
30%
A cultural festival such as Mardi Gras
14%
A wine region such as Napa Valley or Cote
d'Or in France
23%
27%
14%
A children-oriented amusement park such
as Disneyland
14%
A forestry or mining attraction such as mine
tours
learning experience while on vacation, as
well as those with an interest in such a
vacation experience, also exhibited above
average interest in all eight of the less
popular tourism attractions. Relative to the
average traveller, they exhibited particular
interest in attractions with a cultural theme
(e.g., cultural festivals, film festivals).
21%
23%
20%
22%
10%
17%
A film festival such as the Cannes Film
Festival
21%
8%
15%
15%
A musical attraction such as the Rock'n
Roll Museum, etc.
7%
13%
14%
World-class trophy fishing tournaments
7%
0%
TAMS
Travel Activities &
Motivation Survey
10%
20%
30%
40%
Media Index for Print Media: Canada & United States
Page 23
By High Interest in Hands-On Learning on Vacation
Percent Reading Each Publication Type Among Those With High Interest in Hands-On Learning on
Vacation By Percent Reading Each Type of Publication in General Market
General interest or city life magazines (New Yorker)
Travel magazines such as Condé Nast Traveler
Participated
Interested
Other newspapers
National Geographic
News magazines such as Time or Newsweek
Hobby magazines such as Gardening
Travel section of daily newspaper
Other magazines
Travel section of weekend newspaper
Sports magazines such as Sports Illustrated
Weekend edition of newspaper
Daily newspaper
Fashion/ homemaking magazines such as Vogue
TAMS
Travel Activities &
Motivation Survey
1.08
1.46
1.34
1.36
1.36
1.33
1.35
1.45
1.23
1.14
1.12
1.16
1.12
1.13
1.10
1.06
1.09
0.97
1.09
1.11
1.04
0.93
1.02
0.98
0.97
1.15
Media indexing for types of print media
(see Technical Note below) suggests that
general interest or city life magazines are
the most efficient ways to reach those
interested in vacation learning. Other types
of publications that would be effective
vehicles for this sector include travel
magazines, specialty newspapers, National
Geographic and news magazines.
Technical Note
The Media Index is computed by dividing the percent within
each segment routinely reading each publication by the
percent in the total market who routinely reads each
publication. A score of 1.0 means that readership is the same
as the total market. Index values above 1.0 indicate that the
readership is above average while index values below 1.0
indicate that readership is below average. For example, an
index value of 1.2 means that people very interested in a
hands-on learning experience while on vacation were 20 %
more likely to read a particular publication than the general
adult population.
Media Index for Television Programs: Canada & United States
Page 24
By High Interest in Hands-On Learning on Vacation
Percent Watching Each Type of Television Program Among Those With High
Interest in Hands-On Learning on Vacation By Percent Watching Each Program Type in General Market
Participated
Interested
Nature shows
1.11
1.01
News magazine shows
1.10
1.01
Instructional or hobby shows
1.09
1.06
Daytime television during weekdays
Other television programs
1.06
1.01
Morning news shows
1.05
0.95
Early evening news shows
1.04
0.93
Movies shown on television
1.00
0.97
Professional sports events
Late evening news shows
TAMS
Travel Activities &
Motivation Survey
1.07
1.20
0.97
0.92
0.96
1.01
Evening drama
0.96
1.04
Evening situation comedies
0.94
1.03
Those who sought a hands-on learning
experience while on vacation were
above average viewers of nature shows,
news magazine shows, and
instructional or hobby shows. Once
again, this reflects the interest of this
sector in opportunities to learn.
Technical Note
The Media Index is computed by dividing the percent within
each segment routinely viewing each program type by the
percent in the total market who routinely views each
program type. A score of 1.0 means that viewership is the
same as the total market. Index values above 1.0 indicate
that the viewership is above average while index values
below 1.0 indicate that viewership is below average. For
example, an index value of 1.2 means that people very
interested in a hands-on learning experience while on
vacation were 20 % more likely to view a particular program
type than the general adult population.
Page 25
Percent Using Internet and Booking At Least One Trip Using the Internet
64%
Participated
57%
Interested
Uses Internet
For Research
(Any Topic)
53%
No Interest
Participated
Interested
No Interest
TAMS
Travel Activities &
Motivation Survey
22%
19%
19%
learning experience while on vacation
during the past two years were more likely
to use the Internet as a source of
information. However, interest and
participation in hands-on learning
experiences were unrelated to the extent to
which the Internet was used to book travel.
Booked Trip
Using Internet
(Last Two Years)
Destination Image Mapping
Page 26
- Technical Explanation -
Destination Offers Opportunities
for Culture & Entertainment ---->
Respondents were asked to assess the image of Canada and Ontario on a 10-point rating scale for 25 image
attributes. These ratings were factor analysed to identify general image dimensions upon which Canada and Ontario
were evaluated (See Appendix Eight for more details). The values of Canada and Ontario were plotted on a
destination map to indicate the positioning of Canada for each type of respondent. If Canada or Ontario is found in
the upper left quadrant, it is considered to offer excellent opportunities to experience culture and entertainment
activities, but less likely to provide opportunities to experience nature or participate in outdoor activities. If Canada
or Ontario is found in the lower right quadrant, it is considered to offer excellent opportunities to experience nature
and participate in outdoor activities, but fewer opportunities for cultural experiences or entertainment. When Canada
or Ontario is found in the upper right quadrant, it is perceived as a hybrid destination, offering opportunities for both
nature/outdoor experiences and culture/entertainment experiences. On the other hand, when Canada or Ontario is
found in the lower left quadrant, it is either not well known or has weak imagery on both image dimensions.
TAMS
Travel Activities &
Motivation Survey
Culture &
Entertainment Only
Neither Culture/
Entertainment nor
Nature/Outdoor
Activities
Undefined
Destination
Culture/
Entertainment &
Nature/Outdoor Activities
Nature & Outdoor
Activities Only
Destination Offers Opportunities
for Nature & Outdoor Activities ---->
Hybrid
Destination
Canada and United States
Canadian Vacation Imagery
Page 27
Destination Offers Culture/Entertainment >
Base: Total Population (18 Plus) Who Took a Trip in the Last Two Years Able to Rate Canada On
One Plus Attributes: Canada & U.S. (Mailback Survey): Circle Size Denotes Size of the Market
Interested
in Learning
on Vacation
Canadians
Canadians
Has Sought Out
Hands-On
Learning Experience
Interested
in Learning
on Vacation
Americans
No Interest in
Learning on Vacation
Hybrid
Destination
Canadians
Has Sought Out
Hands-On
Learning
Experience
Americans
Undefined
Destination
No Interest in
Americans
Canadians tended to view Canada as a
destination that offers more opportunities to
experience culture and entertainment than as
a destination that offers opportunities to
experience nature and participate in outdoor
activities. Canadians’ impressions of Canada
as a travel destination were unrelated to their
interest in hands-on learning vacation
experiences. Among Americans, those who
had sought out a hands-on learning
experience while on vacation, and to a certain
extent, those who expressed an interest in
hands-on vacation learning, had a much more
favourable impression of Canada as a travel
destination. These types of travellers may be
responsive to Canadian travel packages that
promote opportunities for hands-on learning
experiences.
Destination Offers Opportunities for Nature & Outdoor Activities ---->
TAMS
Travel Activities &
Motivation Survey
Canada and United States
Page 28
Ontario Vacation Imagery
Destination Offers Culture/Entertainment >
Base: Total Population (18 Plus) Who Took a Trip in the Last Two Years Able to Rate Ontario On
One Plus Attributes: Canada & U.S. (Mailback Survey): Circle Size Denotes Size of the Market
Interested
in Learning
on Vacation
Canadians
Has Sought Out
Hands-On
Learning
Experience
Canadians
No Interest in
Canadians
Undefined
Destination
Hybrid
Destination
Interested
in Learning
on Vacation
Americans
Has Sought Out
Hands-On
Learning Experience
Americans
No Interest in
Americans
Canadians view Ontario as a travel destination that
offers many opportunities to experience culture and
entertainment, but not a destination to experience nature
and participate in outdoor activities. Canadians who
expressed an interest in pursuing a hands-on learning
experience were somewhat more positive about Ontario
as a cultural and entertainment destination. Americans
have a more favourable impression of Ontario than
Canadians as a place to experience nature and participate
in outdoor activities. Americans who sought out, or
express an interest in, a hands-on learning experience
while on vacation had a much more favourable
impression of Ontario as a travel destination that offers
many opportunities to experience culture and
entertainment. These types of travellers may be
responsive to Ontario travel packages that promote
opportunities for hands-on learning experiences.
Destination Offers Opportunities for Nature & Outdoor Activities ---->
TAMS
Travel Activities &
Motivation Survey
Page 29
Overall Market Potential
Interest in Hands-On Learning on Vacation: Canada
Interest in Hands-On Learning on Vacation By Likelihood of Travel Within Canada (Indexed)
0.53
0.39
0.63
0.37
Affluent Families
0.39
0.36
0.49
0.22
0.45
0.27
0.25
Senior Singles
0.25
TAMS
Travel Activities &
Motivation Survey
The Overall Market Potential Index is
constructed to identify those segments which
are most likely to be responsive to marketing,
advertising and promotional initiatives
designed to promote vacation related handson learning experiences. This index indicates
that in Canada, the Young Mainstream
Market is the most likely to be responsive to
such initiatives. Secondary markets for such
initiatives include the Affluent Young
Singles, the Affluent Mature Singles and the
Mainstream Mature Singles.
Technical Note
The Overall Market Potential Index is computed
by multiplying the percent who exhibit an
interest in a hands-on learning experience while
on vacation and the percent likely to take a trip in
Canada during the next two years. This index is
standardized such that values above 1.0 reflect
above average market potential and values below
one reflect below average market potential.
Page 30
Overall Market Potential
Interest in Hands-On Learning on Vacation: U.S.
Interest in Hands-On Learning on Vacation By Likelihood of Travel To Canada (Indexed)
0.86
0.90
1.02
0.55
Affluent Families
0.60
0.53
0.88
0.39
0.61
Senior Singles
TAMS
Travel Activities &
Motivation Survey
Technical Note
0.89
The Overall Market Potential Index for
the United States is similar to that
observed for Canada. Thus, in the United
States, the Young Mainstream Market is
the most likely to be responsive to
initiatives promoting hands-on learning
vacation experiences. Secondary markets
in the United States include Affluent
Young Singles, Affluent Young Couples,
Affluent Mature Singles, and Affluent
Mature and Senior Couples. Note that
affluent singles are frequently among the
most likely to seek out hands-on learning
experiences while on vacation.
0.27
0.32
The Overall Market Potential Index is computed
by multiplying the percent who exhibit an
interest in a hands-on learning experience while
on vacation and the percent likely to take a trip in
Canada during the next two years. This index is
standardized such that values above 1.0 reflect
above average market potential and values below
one reflect below average market potential.
Travel Activities & Motivation Survey
Interest in Hands-On Learning
Experiences While on Vacation
Profile Report
TAMS
Travel Activities &
Motivation Survey
December, 2001
Page i
Travel Activities & Motivation Survey
Prepared by:
Lang Research Inc.
on behalf of
Atlantic Tourism Partnership
Canadian Tourism Commission
Department of Canadian Heritage
Greater Toronto Hotel Association
Manitoba Ministry of Industry, Trade & Tourism
Northern Ontario Heritage Fund
Ontario Casino Corporation
Ontario Ministry of Agriculture, Food & Rural Affairs
Ontario Ministry of Tourism, Culture & Recreation
Ontario Tourism Marketing Partnership
Parks Canada
Saskatchewan Tourism Authority
Tourism B.C.
Tourism Toronto
Yukon Government Department of Tourism
ISBN- Print: 0-7794-2550-2
ISBN-Internet: 0-7794-2551-0
TAMS
Travel Activities &
Motivation Survey
Intérêt que suscitent les activités éducatives pratiques
pendant des vacances
Page ii
- Principales conclusions Depuis deux ans, 7,2 % (12 140 000) des personnes ayant voyagé en Amérique du Nord ont cherché à participer à une activité
éducative pratique pendant des vacances et 8 % de plus (13 800 000) ont manifesté l’intérêt de participer à ce genre d’activité
pendant des vacances au cours des deux prochaines années . Bien que l’écart du taux de participation à des activités éducatives
pendant des vacances ait été minime entre les Canadiens et les Américains, 53 % des Américains étaient plus susceptibles de se
montrer intéressés à s’adonner à une activité éducative pratique pendant des vacances au cours des deux prochaines années.
Au Canada et aux États-Unis, les jeunes célibataires et les jeunes célibataires d’âge mûr étaient les plus susceptibles d’avoir
cherché à participer à des activités éducatives pratiques pendant des vacances. De plus, aux États-Unis, les familles américaines
d’âge mûr (p.ex., celles ayant des adolescents) étaient beaucoup plus susceptibles d’avoir cherché à participer à une activité
éducative pratique pendant des vacances depuis deux ans.
Les touristes qui ont cherché depuis deux ans à participer à une activité éducative pratique pendant des vacances étaient aussi
beaucoup plus susceptibles de rechercher des activités de vacances liées à l’exploration (p.ex., visites de sites naturels, de
musées et de galeries d’art), ce qui suggère qu’ils ont tendance à considérer que des vacances constituent une bonne occasion de
s’instruire. Conformément à ce fait, ces voyageurs se livraient à tout un éventail d’activités culturelles et de divertissements
pendant les vacances, en particulier à des activités culturelles (p.ex., canadiennes-françaises, autochtones et festivals culturels).
Ils se classaient aussi parmi les protecteurs des arts (p.ex., ballet, opera) au-dessus de la moyenne et étaient plus susceptibles que
le voyageur moyen d’avoir visité des zoos, des aquariums, des planétariums, des musées, des galeries d’art, des lieux
historiques, des sites naturels, des foires agricoles locales et d’avoir assisté à des manifestations sportives professionnelles.
Les touristes qui ont recherché des activités éducatives pratiques pendant des vacances ont aussi activement participé à toute une
gamme d’activités de plein air, en particulier à des activités exigeant de l’énergie, comme sports d’équipe, canotage, kayak et
grande randonnée pédestre, sports extrêmes (p.ex., deltaplane), cyclisme, escalade de paroi rocheuse et escalade de glace, voile,
planche à voile et plongée libre. Toutefois, ils étaient aussi plus susceptibles que le voyageur moyen de s’intéresser vivement à
des phénomènes naturels (p.ex., observation de baleines) et à la nature (p.ex., observation d’animaux sauvages et de la flore).
Les touristes qui ont recherché des activités éducatives pratiques pendant des vacances depuis deux ans étaient aussi plus
susceptibles d’avoir fait du camping, d’être restés dans un gîte en milieu sauvage ou dans un poste avancé de tourisme aérien, ce
qui témoigne encore de l’intérêt qu’ils portent à la nature. Ils étaient aussi beaucoup plus susceptibles que le voyageur moyen
d’avoir pris des cours de cuisine ou de dégustation de vins, ou d’avoir logé dans un garni, une installation thermale, ou un
établissement comptant un restaurant fin, lesquels donnent souvent l’occasion de s’instruire.
TAMS
Ce secteur du marché planifie méticuleusement ses vacances, c’est-à-dire qu’il consulte une vaste gamme de sources
Travel Activities &
d’information.
Motivation Survey
Les annonces publicitaires imprimées (p.ex., la rubrique Voyages des journaux, les revues touristiques, les
messages publipostés et les guides touristiques) constituent les meilleurs moyens de l’atteindre.
Page iv
Table of Contents
Key Findings (English)
Conclusions principales (French)
Background
Hands-On Learning on Vacation Interest Index: Method
Interest in Hands-On Learning on Vacation: Canada vs. U.S.
Interest in Hands-On Learning on Vacation: Canada By Province
Interest in Hands-On Learning on Vacation: U.S. By Region
Interest in Hands-On Learning on Vacation: By Demographics
Interest in Hands-On Learning on Vacation: By Market Segment
Interest in Hands-On Learning on Vacation: Travel in Canada
Intentions to Travel to Canada in Next Two Years
General Vacation Experiences Sought
Outdoor Activities Sought During Pleasure Travel
Cultural and Entertainment Activities Sought
Accommodation-Related Activities Sought
Day and Overnight Touring Activities Sought
Sources of Information Consulted to Plan Vacations
Media Index for Print Media
Media Index for Television Programs
Percent Using Internet to Research or Book Trips
Destination Image Mapping
Overall Market Potential Index By Segment
Technical Appendices
TAMS
Travel Activities &
Motivation Survey
ii
iii
1
2
3
4
5
6
8
10
13
14
15
16
17
18
19
21
23
24
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EAPMV : Activités éducatives pratiques pendant des vacances

Transcription

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