Attending Literary and Film Festivals While on Trips Of One or More Nights

Transcription

1 CANADIAN TRAVEL MARKET Attending Literary and Film While on Trips Of One or More Nights A Profile Report November 12, 2007 Prepared by Lang Research Inc. on behalf of: Ontario Ministry of Tourism, Ontario Tourism Marketing Partnership Corporation, Quebec Ministry of Tourism, Travel Manitoba, Canadian Tourism Commission, Tourism Saskatchewan, Atlantic Canada Tourism Partnership, Alberta Tourism, Parks, Recreation and Culture, Department of Canadian Heritage, Tourism British Columbia, Parks Canada Agency, Government of Yukon, Government of Northwest Territories

2 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 1 Attending While on Trips Executive Summary Over the last two years, 1.9% (475,012) of adult Canadians attended a literary or film festival while on an out-of-town, overnight trip of one or more nights. International film festivals (1.3%) were attended more often than literary festivals or events (0.8%). Attending a literary or film festival while on a trip was the least frequent of the 21 culture and entertainment activity types undertaken by Canadian Travelers in the past two years. However, this is one of the most active culture and entertainment activity types in the marketplace. Of those who visited literary or film festivals or events, 30.1% (142,919) reported that this activity was the main reason for taking at least one trip. Travelers who attended literary or film festivals are more often female (55.6%) and overrepresented among young singles and mature singles. They are the most likely of the 21 activity segments to have a university degree (54.0%). However, reflecting the fact that this segment is over-represented by single income households, they have the 4th lowest average household income ($74,701). They are over-represented among Canadian Travelers living in Quebec and British Columbia. Literary or film festival attendees are more frequent long-haul travelers than most of the other culture and entertainment activity types. While they were the 2 nd least likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (87.0%), they were the most likely to have traveled to an adjacent province or region (67.2%) and the most likely to have visited a non-adjacent province or region (48.4%) in Canada. They were also the 2 nd most likely to have visited the United States (65.5%) and the most likely to have traveled overseas (48.2%). However, they were only the 7 th most likely to have traveled to the Caribbean (21.5%) and the 13 th most likely to have visited Mexico (15.5%) in the past two years. Travelers who attended literary and film festivals were two to four times more likely to have patronized live art performances (e.g., high art performances, musical concerts) and to have taken part in experiential activities (e.g., tastings, aboriginal cultural experiences) while traveling. They were also much more likely than others to have participated in outdoor activities and especially nature-related (e.g., wildlife viewing) and fitness-oriented activities (e.g., exercising & jogging). They seek vacations that offer novelty, intellectual and physical stimulation and a chance to reconnect with their friends. Literary and film festival attendees are among the heaviest users of the Internet to plan (71.8%) and book (52.8%) travel. They are avid consumers of travel media and may also be effectively targeted through speciality magazines and multicultural, classical music and jazz / big band radio stations.

3 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 2 Travel Activity and Motivation Survey (TAMS) The TAMS survey examines the recreational activities and travel habits of Canadians and Americans. The survey examines out-of-town, overnight travel behaviour of one or more nights over the past two years and provides detailed information on Travelers activities, travel motivators, places visited, type of accommodation used, impressions of Canada, its provinces and territories, demographics and media consumption patterns. TAMS represents a comprehensive assessment of travel behaviour and motivators and provides a rich and authoritative database by which to develop marketing strategies and travel products to attract visitors to Canada. In particular, TAMS was designed to: o Identify existing and potential tourism markets; o Measure the likelihood of these tourism markets being attracted to vacation experiences in Canada; o Create packaging opportunities for each of these markets; o Determine how to reach these markets (i.e., in terms of media strategies); and o Provide information on how to fine-tune and target existing marketing campaigns. TAMS was sponsored by the following organizations: Ontario Ministry of Tourism Quebec Ministry of Tourism Ontario Tourism Marketing Partnership Corporation Travel Manitoba Canadian Tourism Commission Tourism Saskatchewan Atlantic Canada Tourism Partnership Parks Canada Agency Department of Canadian Heritage Tourism British Columbia Alberta Tourism, Parks, Recreation and Culture Government of Yukon Government of Northwest Territories Statistics Canada The survey was conducted in Canada and the United States between January 2006 and June 2006 and it includes only adults (18 years and over). The reference period for the data is 2004 and The Canadian database is used in this current report. This survey was conducted by Statistics Canada. 31,699 completed questionnaires were returned. The data have been weighted to project the results to the Canadian population. This report profiles persons who attended a literary or film festival while on a trip and compares them with other Canadian Travelers (i.e., those who took at least one pleasure trip or vacation in the last two years). This report is part of a series of 44 Activity Reports prepared using the Canadian TAMS database.

4 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 3 Attending Literary and Film While on Trips Market Incidence Over the last two years, 1.9% of adult Canadians (475,012) attended a literary or film festival while on an out-of-town, overnight trip of one or more nights. Attending an international film festival (1.3%) was somewhat more common than visiting a literary festival or event (0.8%). Attending a literary or film festival while on a trip was the least frequent of the 21 culture and entertainment activity types undertaken by Canadian Travelers in the past two years. Of those who attended literary and film festivals, 30.1% (142,919) reported that this activity was the main reason for taking at least one trip in the past two years. Fig. 1 Incidence of Attending While on Trips 1 Number Who Attended 2 Percent Main Reason for Trip 3 Percent of Travelers 4 Percent of Total Canadian Population 5 Size of Market 475, ,919 18,439,508 24,776,103 (All Activities) 475, % 2.6% 1.9% International film festivals 325, % 1.8% 1.3% Literary festivals or events 206, % 1.1% 0.8% Participated in both activities 57, % 0.3% 0.2% 1 - Trips are defined as out-of-town trips for any purpose involving an overnight stay of one or more nights. Trips NOT involving overnight stays are NOT examined in this report. 2 - Defined as individuals who attended a literary or film festival while on an out-of-town, overnight trip of one or more nights during the past two years and who took at least one out-of-town pleasure trip of one or more nights during the past two years. This column reports the number of individuals who participated in the activity on at least one trip during the last two years. 3 - This column reports the percent who participated in each activity who stated that the activity was the main reason for taking at least one trip during the past two years. 4 - Travelers are defined as individuals who have taken at least one out-of-town pleasure trip of one or more nights in the last two years. This column reports the percent of Travelers who participated in each activity on at least one trip during the last two years. 5 - This column reports the percent of the Total Canadian Adult Market who participated in each activity on a trip during the past two years.

5 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 4 Incidence by Region Those who attended literary and film festivals while on trips are over-represented among Canadian Travelers living in Quebec and British Columbia. They are least likely to live in the Atlantic Provinces and Manitoba. Fig. 2 Geographic Distribution of Those Who Attended While on Trips Total Population Estimated Number Who Attended on a Trip Percent of Travelers in Region Who Attended on a Trip Percent of Total Regional Population Who Attended on a Trip Canada 24,776, , % 1.9% Atlantic Provinces 1,822,494 12, % 0.7% Quebec 5,940, , % 2.5% Ontario 9,671, , % 1.8% Manitoba 843,107 7, % 0.9% Saskatchewan 706,325 9, % 1.4% Alberta 2,465,540 37, % 1.5% British Columbia 3,326,176 88, % 2.7%

6 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 5 Demographic Profile Travelers who attended literary or film festivals are more often female (55.6%) and overrepresented among young singles (18 to 34) and mature singles (55 to 64). They are the most likely to have a university degree (54.0%). However, reflecting the fact that this segment is over-represented by single income households, they have the 4th lowest average household income ($74,701) of the 21 culture and entertainment activity types. Fig. 3 Demographic Profile of Those Who Attended While on Trips Relative to All Canadian Travelers Attended Did Not Attend 1 Travelers Index 2 Attribute Size of Market 475,012 17,964,496 18,439, Gender Male 44.4% 48.9% 48.8% 91 Female 55.6% 51.1% 51.2% 109 Age of 18 to % 12.8% 12.8% 113 Respondent 25 to % 19.2% 19.3% to % 20.6% 20.5% to % 20.4% 20.3% to % 14.0% 14.1% Plus 8.9% 13.0% 12.9% 69 Average Age N/A Marital Status Not married 44.4% 31.9% 32.2% 138 Married 55.6% 68.1% 67.8% 82 Parental No children under % 70.9% 71.1% 109 Status Children under % 29.1% 28.9% 78 Education High school or less 19.7% 36.7% 36.2% 54 Some post-secondary 9.6% 11.2% 11.2% 86 Post-secondary diploma/certificate 16.8% 22.0% 21.9% 77 University degree 54.0% 30.1% 30.7% 176 Household Under $20, % 5.7% 5.7% 113 Income $20,000 to $39, % 14.5% 14.5% 106 $40,000 to $59, % 16.6% 16.5% 86 $60,000 to $79, % 15.3% 15.2% 89 $80,000 to $99, % 12.2% 12.2% 109 $100,000 or more 26.3% 22.7% 22.8% 115 Not stated 10.6% 13.1% 13.0% 81 Average Household Income $74,701 $72,778 $72,829 N/A 1 - Defined as individuals who took at least one out-of-town, pleasure trip of one or more nights in the last two years but did not visit a literary or film festival on any trip. The number of individuals who attended a literary & film festival and did not attend such a festival equals the number of Travelers. 2 - The Index is calculated by dividing the percent for Attended in each group by the percent of Travelers in each group. The Index indicates the extent to which Attended are over or under-represented relative to the average Traveler. An index of 100 means the percent participating in the activity is the same as that of the average Canadian Traveler. Index values over 100 indicate that those participating in the activity are overrepresented relative to the average Canadian Traveler. Index values less than 100 indicate that those participating in the activity are under-represented relative to the average Canadian Traveler.

7 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 6 Travel Activity (During Last Two Years) Those who attended literary and film festivals while on trips were more frequent longhaul travelers than most of the other culture and entertainment activity types. While they were the 2 nd least likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (87.0%), they were the most likely to have traveled to an adjacent province or region (67.2%) and the most likely to have visited a nonadjacent province or region (48.4%). Ontario (69.0%) and Quebec (52.3%) were the most common destinations. However, in relative terms, this segment was especially likely to have traveled in the Yukon, Quebec, British Columbia and Ontario. They were also the 2 nd most likely to have visited the United States (65.5%) and the most likely to have traveled overseas (48.2%). However, they were only the 7 th most likely to have traveled to the Caribbean (21.5%) and the 13 th most likely to have visited Mexico (15.5%) in the past two years. Fig. 4 Percent Traveling Within Canada and to Other Destinations during Past Two Years Attended Did Not Attend Travelers Index Size of Market 475,012 17,964,496 18,439, Canada 97.0% 94.7% 94.8% 102 Took a trip within own province / region 87.0% 85.8% 85.9% 101 Took a trip to an adjacent province / region 67.2% 48.1% 48.6% 138 Took a trip to non-adjacent province / region 48.4% 31.0% 31.4% 154 Newfoundland and Labrador 3.9% 4.3% 4.3% 90 Prince Edward Island 9.0% 7.1% 7.2% 125 New Brunswick 15.0% 11.7% 11.8% 127 Nova Scotia 14.8% 12.6% 12.7% 116 Quebec 52.3% 38.6% 38.9% 134 Ontario 69.0% 53.1% 53.5% 129 Manitoba 8.0% 9.2% 9.2% 88 Saskatchewan 8.6% 11.5% 11.4% 76 Alberta 31.7% 25.7% 25.8% 123 British Columbia 42.0% 30.3% 30.6% 137 Yukon 3.2% 0.9% 1.0% 317 Northwest Territories 0.6% 0.7% 0.7% 84 Nunavut 0.2% 0.3% 0.3% 71 United States 65.5% 50.3% 50.7% 129 Mexico 15.5% 12.3% 12.4% 125 Caribbean 21.5% 15.4% 15.6% 138 All other destinations 48.2% 23.0% 23.6% 204

8 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 7 Appeal of Selected U.S. States, Canadian Provinces and Canadian Territories The respondents were asked to rate the appeal of each of Canada s provinces and territories on a ten-point appeal scale where 10 is Very Appealing and 1 is Very Unappealing. They were also asked to rate selected U.S. states (New York State, Colorado, Florida, California, Hawaii and Arizona) to provide a frame of reference. All Canadian destinations were more appealing to travelers who attended literary and film festivals than to other Canadian Travelers. British Columbia (8.8) was rated as the most appealing destination followed by Quebec (7.9). This activity segment also has a more favourable impression of New York State than others, perhaps reflecting the fact that New York City is a prime venue for live theatre and culture. Beyond this, the appeal of the other U.S. Reference States was comparable to that of other Canadian Travelers. Newfoundland & Labrador Prince Edward Island Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Fig. 5 Overall Appeal Ratings of Provinces, Territories and Selected U.S. States on a 10-Point Appeal Rating Scale (Higher Scores=More Appealing) Yukon Northwest Territories Nunavut New York State Colorado Florida California Hawaii Arizona Attended Literary & Film Did Not Attend

9 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 8 Other Culture and Entertainment Activities Pursued While on Trips Travelers who attended literary and film festivals were much more active in culture and entertainment pursuits while on trips than the average Canadian Traveler. They frequently went shopping and dining, visited historical sites, museums and art galleries, attended musical concerts, musical festivals and musical attractions and visited fairs, festivals, science and technology exhibits and theme parks and exhibits while on trips. Relative to the average Canadian Traveler, they were especially likely to have attended other types of festivals (e.g., comedy festivals and clubs) and live art performances (e.g., live theatre, high art performances) and to have participated in experiential-educational activities (e.g., aboriginal cultural experiences, participatory historical activities, wine beer and food tastings, agro-tourism) while on trips. Fig. 6 Other Culture and Entertainment Activities Pursued While on Trips (See Appendix One for a Definition of Each Type of Culture & Entertainment Activity) Attended Literary & Film Did Not Attend Travelers Index Size of Market 475,012 17,964,496 18,439, Shopping & Dining 96.7% 82.5% 82.9% 117 Historical Sites, Museums & Art Galleries 88.9% 57.5% 58.3% 152 Musical Concerts, & Attractions 76.8% 31.6% 32.7% 235 Fairs & 73.0% 36.8% 37.7% 194 Science & Technology Exhibits 60.2% 22.2% 23.1% 260 Theme Parks & Exhibits 60.2% 38.6% 39.2% 154 Wine, Beer & Food Tastings 55.5% 23.0% 23.8% 233 Live Theatre 48.3% 20.4% 21.1% 229 Garden Theme Attractions 45.4% 16.9% 17.6% 258 High Art Performances 42.9% 10.1% 11.0% 391 Aboriginal Cultural Experiences 39.0% 10.9% 11.6% 336 Casinos 38.4% 25.6% 25.9% 148 Agro-Tourism 35.4% 15.2% 15.7% 226 Spas 29.7% 9.5% 10.0% 295 Comedy & Clubs 28.3% 9.7% 10.1% 279 Professional Sporting Events 27.2% 15.4% 15.7% 173 Amateur Tournaments 20.3% 11.6% 11.8% 172 Equestrian & Western Events 17.9% 6.4% 6.7% 269 Participatory Historical Activities 16.0% 6.4% 6.7% 240 National & International Sporting Events 10.6% 3.0% 3.2% 331

10 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 9 Culture and Entertainment Activities Pursued in a Typical Year Travelers who attended literary and film festivals are highly active while not traveling. They frequently dine in local restaurants and visit local festivals and fairs, museums, art galleries, art shows and historical buildings. Relative to the typical Canadian Traveler, this active segment is especially likely to patronize local live art performances (e.g., classical music concerts, jazz clubs, ballet, opera, live theatre). They are also more likely than others to go to bars with live music and dance, attend local rock bands, stay overnight in local hotels or B&Bs and to visit local day spas. However, they are less likely than others to attend amateur sporting events or rodeos or to go gambling in local casinos. Fig. 7 Culture and Entertainment Activities Pursued in a Typical Year Attended Literary & Film Did Not Attend Literary & Film Travelers Index Size of Market 475,012 17,964,496 18,439, Going out to eat in restaurants 95.3% 91.4% 91.5% 104 Going to festivals or fairs 83.7% 60.8% 61.4% 136 Going to museums 67.3% 31.8% 32.7% 206 Going to art galleries or art shows 66.6% 30.9% 31.8% 210 Going to historic sites or heritage buildings 63.9% 38.7% 39.3% 163 Going to live theatre 60.9% 34.1% 34.8% 175 Going to pick-your-own farms or farmers' market 47.2% 40.8% 41.0% 115 Going to botanical gardens 46.1% 24.8% 25.4% 182 Going dancing 44.7% 29.5% 29.9% 150 Going to bars with live pop or rock bands 44.3% 27.3% 27.7% 160 Going to classical music concerts 42.7% 15.8% 16.5% 258 Going to zoos or aquariums 42.4% 30.1% 30.4% 139 Going to amateur sporting events 39.1% 42.1% 42.0% 93 Going to amusement or theme parks 32.7% 28.8% 28.9% 113 Going to professional sporting events 32.0% 32.1% 32.1% 100 Going to rock music concerts 30.3% 22.2% 22.4% 135 Going to day spas 29.9% 13.3% 13.8% 217 Going to jazz clubs 24.9% 7.1% 7.5% 330 Going to the ballet 24.5% 6.8% 7.3% 336 Going to the opera 23.1% 6.2% 6.6% 349 Staying overnight in a hotel or B&B in own city 17.3% 9.7% 9.9% 175 Going to gamble in casinos 16.3% 18.2% 18.1% 90 Going to rodeos 7.2% 7.3% 7.3% 98

11 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 10 Outdoor Activities Pursued While on Trips Literary and film festival attendees were extremely active in outdoor activities while traveling. They frequently participated in wildlife viewing, ocean activities (e.g., sunbathing, swimming in ocean), boating and swimming and hiking, climbing and paddling while on trips. Relative to the average Canadian Traveler, they were especially likely to take part in nature-oriented activities (e.g., hiking, climbing and paddling, wildlife viewing, horseback riding, wilderness activities) and physically strenuous activities (e.g., extreme air sports, cycling, skating, exercising and jogging, downhill skiing and snowboarding). This segment was also highly active in team sports, individual sports (e.g., tennis), and water-related activities (e.g., sailing and surfing, fresh water scuba and snorkeling, boating a swimming) while traveling. In fact, hunting was the only outdoor trip activity in which this segment s participation was below-average. Fig. 8 Outdoor Activities Pursued While on Trips (See Appendix Two for a Definition of Each Type of Outdoor Activity) Attended Did Not Attend Travelers Index Size of Market 475,012 17,964,496 18,439, Wildlife Viewing 69.3% 40.5% 41.2% 168 Ocean Activities (e.g., swimming in ocean, sunbathing) 64.6% 48.1% 48.5% 133 Boating & Swimming (e.g., motorboating, swimming in lakes) 59.5% 40.6% 41.1% 145 Hiking, Climbing & Paddling 55.6% 33.5% 34.1% 163 Sports & Games (e.g., tennis, board games) 43.7% 22.2% 22.7% 192 Cycling 36.9% 12.9% 13.5% 273 Exercising & Jogging 33.6% 15.4% 15.9% 212 Cross-country Skiing & Snowshoeing 30.6% 8.7% 9.3% 329 Skating (e.g., ice skating, rollerblading) 26.0% 11.6% 12.0% 217 Downhill Skiing & Snowboarding 25.0% 14.4% 14.6% 171 Fishing 24.4% 23.6% 23.6% 104 Golfing 23.8% 18.2% 18.3% 130 Team Sports (e.g., hockey, baseball) 22.6% 11.1% 11.4% 199 Snowmobiling & ATVing 18.3% 11.2% 11.3% 161 Horseback Riding 16.8% 4.6% 4.9% 342 Sailing & Surfing (e.g., sailing, windsurfing, parasailing) 12.1% 6.1% 6.3% 192 Wilderness Activities (e.g., wilderness skills course) 8.9% 2.2% 2.4% 376 Freshwater Scuba & Snorkeling 5.3% 3.0% 3.0% 176 Motorcycling 4.2% 3.0% 3.0% 140 Extreme Air Sports (e.g., parachuting) 3.3% 1.1% 1.1% 296 Hunting 2.6% 4.8% 4.7% 55

12 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 11 Outdoor Activities Pursued in a Typical Year While not traveling, those who attended literary and film festivals on trips maintain a high level of outdoor activity. They frequently go on day outings to parks, swim, exercise, cycle and hike while not on trips. Relative to the average Canadian Traveler, they are especially likely to participate in board & blade activities (e.g., skating, rollerblading, snowboarding, skateboarding), canoeing or kayaking, racquet sports, downhill skiing, cross-country skiing and horseback riding. On the other hand, they are less likely than others to garden and to go fishing, hunting, golfing, ATVing and snowmobiling. Fig. 9 Outdoor Activities Pursued in a Typical Year Attended Literary & Film Did Not Attend Literary & Film Travelers Index Size of Market 475,012 17,964,496 18,439, Day outing to a park 80.3% 66.5% 66.9% 120 Swimming 73.2% 59.9% 60.3% 121 Exercising at home or at a fitness club 69.5% 60.8% 61.0% 114 Cycling 66.3% 43.7% 44.3% 150 Picnicking 65.6% 52.7% 53.1% 124 Hiking 64.0% 48.4% 48.8% 131 Gardening 54.7% 59.9% 59.8% 92 Camping 43.5% 38.5% 38.6% 113 Jogging 36.8% 23.7% 24.1% 153 Ice-skating 35.7% 28.3% 28.5% 125 Canoeing or kayaking 33.7% 16.5% 16.9% 199 Playing racquet sports (e.g., tennis or badminton) 32.9% 18.8% 19.1% 172 Playing team sports 30.2% 22.8% 22.9% 132 Sailing or other boating 29.6% 23.3% 23.4% 126 Downhill skiing 28.0% 15.9% 16.2% 173 Fishing 26.5% 29.4% 29.3% 91 Cross-country skiing 24.8% 12.1% 12.5% 199 Rollerblading 22.6% 14.2% 14.4% 157 Golfing 21.8% 29.6% 29.4% 74 Horseback riding 15.1% 6.6% 6.8% 221 Snowboarding 9.2% 4.9% 5.0% 183 Riding an all-terrain vehicle (ATV) 9.1% 14.4% 14.3% 63 Hunting 6.2% 7.8% 7.7% 80 Snowmobiling 5.5% 9.9% 9.8% 56 Skateboarding 3.9% 1.5% 1.6% 245

13 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 12 Accommodation Stayed In While on a Trip Travelers who attended literary and film festivals most often stayed at resorts (lakeside or riverside, seaside, ski or mountain resort) or public and private campgrounds during the past two years. However, relative to other Canadian Travelers, they were especially likely to have stayed in accommodation that specialize in fine cuisine (e.g., inn or resort with gourmet restaurant, wine tasting and cooking schools), wilderness lodges and outposts and some of the more unusual accommodation types (e.g., health spa, farm or guest ranch, houseboat). Fig. 10 Accommodation Stayed in While on Trips Attended Did Not Attend Travelers Index Size of Market 475,012 17,964,496 18,439, Lakeside / Riverside Resort 40.6% 21.8% 22.3% 182 A Public Campground in a National, State, Provincial or Municipal Park 38.9% 26.0% 26.4% 148 Seaside Resort 35.4% 20.3% 20.7% 171 A Private Campground 29.1% 18.5% 18.8% 155 Ski Resort or Mountain Resort 22.6% 13.7% 13.9% 162 A Camp Site in a Wilderness Setting (Not a Campground) 20.1% 8.3% 8.6% 235 Health Spa 17.8% 5.6% 5.9% 300 Country Inn or Resort with Gourmet Restaurant 13.8% 4.9% 5.1% 271 Farm or Guest Ranch 11.1% 2.8% 3.0% 365 Wilderness Lodge You Can Drive to by Car 10.3% 5.5% 5.6% 183 A Motor Home or RV while Traveling or Touring (Not a Camping Trip) 4.8% 4.5% 4.5% 107 Remote or Fly-In Wilderness Lodge 3.3% 1.6% 1.6% 206 On a Houseboat 3.1% 1.3% 1.4% 230 Wine Tasting School 1.5% 0.2% 0.3% 568 Remote or Fly-In Wilderness Outpost 0.9% 0.6% 0.6% 165 Cooking School 0.9% 0.3% 0.4% 249

14 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 13 Tours and Cruises Taken During Past Two Years Those who attended literary and film festivals while on trips were much more likely than the average Canadian Traveler to have taken tours or cruises in the past two years. They most often took self-guided tours (e.g., both sameday tour and multilocation, overnight tours), city tours and scenic drives in the countryside. However, they were more than twice as likely as others to have taken guided, multi-location tour, tours of wineries, factories and casinos and air tours in an airplane or helicopter. They were also more likely than average to have taken ocean cruises (e.g., Caribbean cruises, Alaskan cruises) and freshwater cruises (e.g., Great Lakes cruise, cruises on other lakes or rivers) during the past two years. Fig. 11 Tours and Cruises Taken During Past Two Years Attended Did Not Attend Literary & Film Travelers Size of Market 475,012 17,964,496 18,439, A self-guided, sameday tour while on an overnight trip 46.2% 28.8% 29.3% 158 Around the city 39.9% 22.9% 23.4% 171 Around the countryside - scenic drives 37.7% 22.0% 22.4% 168 A self-guided, overnight tour where you stayed in different locations 35.5% 17.7% 18.1% 196 An organized, sameday, guided tour while on an overnight trip 33.1% 21.9% 22.2% 149 On the water (sightseeing cruise) 23.8% 12.8% 13.1% 182 An organized, overnight, guided tour where you stayed in different locations 22.4% 9.7% 10.1% 223 Wilderness tour 22.2% 12.8% 13.0% 170 Some other type of tour 18.1% 9.6% 9.8% 184 To a casino 13.7% 6.3% 6.5% 210 To a winery 13.7% 5.4% 5.6% 242 An organized, overnight, guided tour where you stayed in a single location 13.5% 7.7% 7.8% 172 Caribbean ocean cruise 8.3% 5.3% 5.4% 154 To a factory 7.6% 2.5% 2.6% 286 Cruise on another lake or river 5.4% 2.3% 2.4% 225 In the air as a pilot or passenger of an airplane or helicopter 5.2% 1.8% 1.9% 274 Some other type of cruise 4.9% 1.5% 1.6% 306 Ocean cruise Other 4.2% 3.3% 3.3% 126 Cruise on the St. Lawrence River 3.2% 1.9% 1.9% 165 Alaskan ocean cruise 2.2% 1.6% 1.6% 135 Great Lakes cruise 2.2% 0.8% 0.8% 276 Submarine cruise 0.1% 0.1% 0.1% 109 Index

15 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 14 Benefits Sought While On a Vacation As with most Canadian Travelers, those who attended literary and film festivals while on trips take vacations to get a break from their day-to-day environment, to relax and relieve stress and to see or do something new and different. However, relative to other Canadian Travelers, this activity segment especially values vacations that enrich their perspective on life, offer intellectual stimulation and learning opportunities and provide physical stimulation and challenges. They also take vacations to renewing personal connections with friends (i.e., people other than family). Fig.12 Benefits Sought While On a Vacation (Percent Rating Each Benefit as Highly Important ) To get a break from your day-to-day environment To relax and relieve stress To see or do something new and different To enrich your perspective on life To gain knowledge of history, other cultures or other places To create lasting memories To have a life with no fixed schedule To enrich your relationship with your spouse/partner/children To stimulate your mind/be intellectually challenged To keep family ties alive To renew personal connections with people (other than family) To be challenged physically/to feel physically energized To have stories to share back at home To be pampered To seek solitude and isolation 17% 19% 15% 17% 13% 10% 13% 9% 9% 24% 27% 26% 33% 44% 49% 56% 48% 53% 46% 48% 45% 53% 42% 41% 44% 65% 68% 63% 66% 59% Attended Literary & Film Did Not Attend Literary & Film 0% 10% 20% 30% 40% 50% 60% 70% 80%

16 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 15 Other Attributes of a Destination Considered Important As with most Canadian Travelers, those who attended literary and film festivals while on trips consider it important that they feel safe at a destination (albeit to a lesser extent than others). They also prefer destinations that are directly accessible by air, train or bus, are culturally distinctive from home and have information readily available on the Internet. In contrast, it is less important to them that a destination has no health concerns, is conveniently accessible by car (as much of their travel is long-haul travel), has lots for children to see and do and has mid-range priced accommodation or low-cost travel package deals available. Fig. 13 Importance of Destination Attributes (% Rating Each Attribute as Highly Important ) Feeling safe at the destination Lots of things for adults to see and do No health concerns at the destination Direct access by air Information about the destination available on the Internet Convenient access by car Availability of budget accommodation Availability of mid-range accommodation Convenient access by train/bus Being at a place that is very different culturally than mine Low cost package deals available for the destination Availability of camping Lots of things for children to see and do Being familiar with the culture and language of the destination Having friends or relatives living there Great shopping opportunities Availability of luxury accommodation Destination is disabled-person-friendly 34% 29% 30% 25% 30% 24% 22% 22% 30% 21% 13% 20% 9% 17% 23% 16% 13% 11% 17% 10% 14% 10% 11% 9% 12% 7% 7% 6% 5% 39% 38% 37% 43% 51% Attended Literary & Film Did Not Attend 54% 66% 0% 10% 20% 30% 40% 50% 60% 70%

17 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 16 How Destinations are Selected Traveler who attended literary and film festivals most often begin planning their trips with a particular destination in mind. However, for winter trips, this segment is more likely than others to begin planning by considering what vacation experiences and activities they would like to do while on a trip. Fig. 14 How Destinations Are Selected (Summer and Winter Vacations) Attended Literary & Film Did Not Attend Travelers Index Size of Market 475,012 17,964,496 18,439, Summer Started with a desired destination in mind 55.4% 48.3% 48.5% 114 Started by considering specific activities wanted to do 14.6% 13.8% 13.8% 106 Started with a certain type of vacation experience in mind 21.7% 23.8% 23.7% 91 Looked for packaged deals - no destination in mind 2.1% 1.3% 1.3% 162 Considered something else first 2.2% 4.4% 4.3% 52 Don't know / Other 3.9% 8.5% 8.4% 46 Winter Started with a desired destination in mind 40.2% 48.9% 48.6% 83 Started by considering specific activities wanted to do 23.6% 15.3% 15.6% 151 Started with a certain type of vacation experience in mind 25.5% 19.1% 19.3% 132 Looked for packaged deals - no destination in mind 2.1% 3.2% 3.2% 64 Considered something else first 3.4% 4.7% 4.7% 73 Don't know / Other 5.3% 8.7% 8.6% 61

18 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 17 Trip Planning and Information Sources Consulted The large majority of those who attended literary and film festivals while on trips were responsible for planning their trips either on their own (59.7%) or with someone else (10.1%). However, relative to the average Canadian Traveler, this activity segment is more likely to be solely responsible for planning trips. When making vacation plans, travelers who attended literary and film festivals typically consulted a wider variety of information sources than other Canadian Travelers. The majority use the Internet, word-of-mouth and past experiences to plan travel. However, relative to others, they are especially likely to obtain trip planning information from programs on television, travel guide books such as Fodor s, articles in newspapers and magazines, official travel guides or brochures and visitor information centres, travel information received by mail and trade, travel and sports shows. Fig. 15 Who Plans Vacations and Information Sources Consulted Attended Literary & Film Did Not Attend Literary & Film Travelers Index Size of Market 475,012 17,964,496 18,439, Who Plans Respondent plans trips 59.7% 41.6% 42.0% 142 Trips? Trip planning a shared responsibility 10.1% 16.6% 16.4% 61 Someone else plans trips 30.3% 41.9% 41.5% 73 Information An Internet website 75.1% 65.0% 65.2% 115 Sources Advice of others / Word-of-mouth 65.3% 50.7% 51.1% 128 Consulted Past experience / Been there before 54.1% 50.3% 50.4% 107 Maps 43.1% 32.3% 32.6% 132 Official travel guides or brochures from state / province 42.4% 25.5% 26.0% 163 A travel agent 40.8% 33.9% 34.1% 120 Visitor information centres 39.3% 23.0% 23.4% 168 Articles in newspapers / magazines 36.7% 20.4% 20.9% 176 Travel guide books such as Fodor's 26.8% 13.3% 13.6% 197 An auto club such as CAA 24.5% 17.5% 17.7% 139 Programs on television 21.5% 7.1% 7.5% 286 Advertisements in newspapers / magazines 19.5% 14.1% 14.3% 137 Travel information received in the mail 15.1% 8.7% 8.8% 171 Visits to trade, travel or sports shows 9.8% 2.9% 3.1% 316 An electronic newsletter or magazine received by 6.6% 4.1% 4.2% 159 Advertisements on television 4.4% 5.0% 5.0% 88

19 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 18 Use of the Internet to Plan and Arrange Trips Those who attended literary and film festivals while on trips are among the heaviest users of the Internet to plan travel. They were the third most likely of the 21 culture and entertainment activity types to use the Internet to plan travel (71.8%) and the second most likely to have booked travel online (52.8%). The majority use airline websites, the official tourism websites of countries, regions or cities, travel planning and booking websites such as Expedia and hotel or resort websites. They are also more likely than others to use the websites of specific attractions. The most commonly purchased trip components over the Internet are airline tickets and accommodation. However, they are much more likely than others to have purchased tickets online for travel by rail, bus or boat / ship. Fig. 16 Use of the Internet to Plan and Book Travel Attended Did Not Literary & Attend Film Literary & Film Travelers Index Size of Market 475,012 17,964,496 18,439, Percent Using Does not use the Internet 28.1% 41.2% 40.8% 69 Internet to Plan Uses Internet to plan trips only 19.0% 22.2% 22.1% 86 or Book Travel Uses Internet to book part of trip 52.8% 36.6% 37.0% 143 Types of An airline website 60.2% 45.9% 46.3% 130 Websites Consulted A tourism website of a country / region / city 59.3% 49.5% 49.8% 119 A travel planning/booking website 58.2% 45.3% 45.7% 127 A website of a hotel or resort 56.0% 57.0% 57.0% 98 A website of an attraction 43.6% 34.2% 34.5% 126 Some other website 31.7% 27.5% 27.6% 115 A cruise line website 8.6% 8.0% 8.1% 106 A motorcoach website 2.9% 2.4% 2.5% 117 Parts of Trips Air tickets 85.7% 68.8% 69.5% 123 Booked Over Accommodation 74.1% 69.0% 69.2% 107 The Internet Car rental 31.4% 27.0% 27.1% 116 Tickets for rail, bus or boat / ship fares 29.8% 14.8% 15.3% 195 Tickets or fees for specific activities or attractions 28.4% 23.4% 23.6% 120 Other 12.9% 3.6% 3.9% 329 A package containing two or more items 12.7% 15.5% 15.4% 82

20 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 19 Media Consumption Habits Those who attended literary and film festivals while on trips are avid consumers of travel-related media including the travel sections of newspapers, travel magazines, travel websites and travel television shows. They may also be effectively targeted through photography and video magazines, city lifestyle magazines and business and investing magazines. Another effective channel by which to reach this activity segment is through multicultural, classical music or jazz radio stations. Fig. 17 Media Consumption Habits Attended Literary & Film Did Not Attend Literary & Film Travelers Index Size of Market 475,012 17,964,496 18,439, Newspaper Reads daily newspaper 89.1% 87.2% 87.3% 102 Readership Reads weekend edition of newspaper 89.0% 87.2% 87.3% 102 Reads local neighbourhood or community newspapers 59.1% 61.6% 61.5% 96 Reads other types of newspapers 29.6% 16.8% 17.2% 173 Frequently or occasionally reads travel section of daily newspaper 62.6% 45.3% 45.7% 137 Frequently or occasionally reads travel section of weekend newspaper 65.9% 46.9% 47.3% 139 Types of Photography and video 11.2% 3.9% 4.1% 277 Magazines Magazines about your city 28.9% 11.5% 12.0% 241 Read Business, finance and investing 34.7% 15.8% 16.3% 213 (Top 5 Indexed) Travel (e.g., Condé Nast) 25.0% 11.4% 11.8% 212 Science and geography 33.2% 16.2% 16.6% 200 Type of Shopping channels 6.6% 4.5% 4.6% 144 Television Travel shows 39.2% 30.1% 30.3% 129 Programs Late night talk shows 35.3% 27.3% 27.5% 128 Watched History 52.3% 41.5% 41.8% 125 (Top 5 Indexed) Science fiction / Fantasy shows 21.1% 19.2% 19.2% 110 Type of Multicultural 23.8% 8.0% 8.4% 284 Radio Classical music 39.0% 16.7% 17.2% 226 Programs Jazz / Big band 19.0% 8.5% 8.8% 216 Listened To Some other radio program 23.1% 15.4% 15.6% 148 (Top 5 Indexed) News / Talk / Information 55.6% 39.0% 39.4% 141 Types of Newspaper sites 49.2% 31.3% 31.8% 155 Websites Network news sites (e.g., CBC, CNN) 51.4% 35.7% 36.1% 142 Visited Magazine sites 21.4% 16.4% 16.6% 129 (Top 5 Indexed) Travel 64.1% 50.2% 50.6% 127 Health 51.4% 43.3% 43.5% 118

21 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 20 Activity Segment Historical Sites, Museums & Art Galleries Shopping & Dining Aboriginal Cultural Experiences Fairs & Science & Technology Exhibits Theme Parks & Exhibits High Art Performances Professional Sporting Events Live Theatre Appendix One Canadian TAMS 2006 Culture and Entertainment Segmentation Activities in Segment Well-known Historic Sites or Buildings Other Historic Sites, Monuments and Buildings Strolling Around a City to Observe Buildings and Architecture Museum - General History or Heritage Museums Shop Or Browse - Bookstore or Music Store Shop Or Browse - Clothing, Shoes and Jewellery Shop Or Browse - Local Arts & Crafts Studios or Exhibitions Dining - Restaurants Offering Local Ingredients and Recipes Went to Local Outdoor Cafes Aboriginal Cuisine (Tasted or Sampled) Aboriginal Heritage Attractions (e.g., Museums, Interpretive Centres) Aboriginal & Events (e.g., Powwows) Farmers' Markets or Country Fairs Carnivals Exhibition or Fairs Science or Technology Museums Science & Technology Theme Parks Planetarium Amusement Park Water Theme Park Movie Theme Park Wax Museums Classical or Symphony Concert Opera Professional Football Games Professional Basketball Games Professional Baseball Games Live Theatre Theatre Well-known Natural Wonders Historical Replicas of Cities or Towns With Historic Re-Enactments Museum - Military / War Museums Art Galleries Paleontological/Archaeological Sites Shop Or Browse Antiques Shop Or Browse - Gourmet Foods in Retail Stores Shop Or Browse - Greenhouse or Garden Centre High-End Restaurants with an International Reputation Other High-End Restaurants Aboriginal Arts and Crafts Shows Aboriginal Cultural Experiences in a Remote or Rural Setting Aboriginal Outdoor Adventure and / or Sports Firework Displays Ethnic Food / Drink Children's Museums Went to an Imax Movie Theatre Aquariums Zoos Entertainment Farms (e.g., Corn Maze, Petting Zoo) Ballet or Other Dance Performances Professional Golf Tournaments Professional Ice Hockey Games Professional Soccer Games Live Theatre with Dinner Literary or Events International Film Went to Wineries for Day Visits and Tasting Cooking / Wine Tasting Courses Tastings Went to Breweries for Day Visits and Tasting Visited Food Processing Plants (e.g., Cheese Factory) Casinos Went to a Casino Spas Day Visit to a Health & Wellness Spas while on an Overnight Trip Historical Re-Enactments (as an Actor) Interpretive Program at a Historic Site or Participatory Historical National / Provincial Park Activities Curatorial Tours Archaeological Digs Equestrian & Western Events Equine (Horse) Competitions Horse Races Western Theme Events (e.g., Rodeos)

22 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 21 Activity Segment Agro-Tourism National & International Sporting Events Gardens Theme Attractions Amateur Tournaments Musical Concerts, & Attractions Comedy & Clubs Appendix One Canadian TAMS 2006 Culture and Entertainment Segmentation Activities in Segment Dining At A Farm Went Fruit Picking at Farms or Open Fields Curling Bonspiel Professional Figure Skating Garden Theme Park Amateur Sports Tournaments and Competitions Music Jazz Concert Rock & Roll/Popular Music Concert Comedy Harvesting and / or Other Farm Operations National / International Sporting Events such as the Olympic Games Botanical Gardens Amateur Tournaments and Competitions other than Sports-related Musical Attractions Free Outdoor Performances (e.g., Theatre, Concerts) in a Park Country & Western Music Concert Stand-up Comedy Clubs & Other Variety Shows

23 TAMS 2006: Canadian Activity Profile: Literary and Film While on Trips Page 22 Activity Segment Golfing Hunting Fishing Wildlife Viewing Hiking, Climbing & Paddling Boating & Swimming Ocean Activities Sailing & Surfing Freshwater Scuba & Snorkeling Appendix Two: Canadian TAMS 2006 Outdoor Activity Segmentation Activities in Segment Played During a Stay at a Golf Resort with Overnight Stay Played an Occasional Game While on a Trip Hunting for Small Game Hunting for Big Game Fresh-Water Fishing Ice Fishing Viewing Land Based Animals Whale Watching & Other Marine Life Wildflowers / Flora Viewing Mountain Climbing / Trekking Rock Climbing Hiking / Backpacking in Wilderness Setting With Overnight Camping or Lodging Motorboating Water Skiing Swimming in Oceans Sunbathing, Sitting on a Beach Sailing Wind Surfing Scuba Diving in Lakes / Rivers Golf Tour Package to Play on Various Courses Hunting for Birds Salt-Water Fishing Trophy Fishing Bird Watching Visited National, Provincial / State Park Viewing Northern Lights Fresh Water Kayaking / Canoeing Ocean Kayaking / Canoeing Same Day Hiking Excursion While on a Trip of 1+ Nights White Water Rafting Swimming in Lakes Snorkeling in Sea / Ocean Scuba Diving in Sea/Ocean Parasailing Kite Surfing Snorkeling in Lakes / Rivers Exercising & Jogging Working Out in Fitness Centre Jogging or Exercising Outdoors Overnight Touring Trip Recreational - Same Day Excursion Cycling Mountain Biking Motorcycling Overnight Touring Trip Same Day Excursion Horseback Riding With an Overnight Stop Same Day Excursion All Terrain Vehicle - Overnight Touring Trip Snowmobiling As an Overnight Touring Trip Snowmobiling & ATVing All Terrain Vehicle - Same Day Excursion Snowmobiling Day Use on Organized Trail Downhill Skiing & Snowboarding Cross-country Skiing & Snowshoeing Wilderness Activities Snowboarding Cross-country Skiing Snowshoeing Wilderness Skills Courses Ice Climbing Downhill Skiing Cross-country or Back Country as an Overnight Touring Trip Dog Sledding Skating Ice Skating In-Line / Rollerblading Extreme Air Sports Team Sports Sports & Games Parachuting Hang Gliding Ice Hockey Football Baseball or Softball Board Games Volleyball Beach Volleyball Bowling Hot Air Ballooning Curling Basketball Soccer Badminton Tennis Mini-Golf