CANADIAN TRAVEL MARKET. Culture & Entertainment Activities While on Trips of One or More Nights. Overview Report.

Transcription

1 CANADIAN TRAVEL MARKET Culture & Entertainment Activities While on Trips of One or More Nights Overview Report February 29, 2008 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 Culture & Entertainment Activities While on Trips: An Overview Page 2 Executive Summary Over the last two years, 69.9% (17,323,113) of adult Canadians participated in a culture and entertainment activity while on an out-of-town pleasure trip of one or more nights. This represents 93.9% of the Canadian Pleasure Travelers (i.e., those who took at least one pleasure trip in the past two years). As the number of culture and entertainment activity types participated in increased, travelers were more likely to be female, younger, and better-educated and to have higher household incomes. They also tended to be over-represented among the residents of Alberta, British Columbia and Saskatchewan. Travel and the Number of Culture & Entertainment Activities There was a strong association between the number of culture and entertainment activity types participated in and the incidence of visiting Canadian and out-of-country destinations in the past two years. Those who participated in a larger number of culture and entertainment activities were especially likely to have visited Alberta and British Columbia. Those who participated in a greater number of culture and entertainment activities while on trips were also more likely to have participated in outdoor activities while traveling. This association is especially strong for resort-based activities (e.g., sailing and surfing) as well as exercising and jogging, horseback riding and wildlife viewing. The association between the number of culture and entertainment activity types participated in while on trips and participation in outdoor activities is weaker for sportsman activities (e.g., fishing, hunting) and motorized recreational activities (e.g., snowmobiling). These latter activities are more commonly pursued by those from smaller towns and rural areas where culture and entertainment activities are less readily available. Those who participated in a larger number of culture and entertainment activities were more likely to have stayed in resorts and lodges that specialize in fine cuisine. There is also a positive association between the number of culture and entertainment activities participated in while on trips and the likelihood that various tours and cruises were taken in the last two years. The strongest association is observed for organized tours, city tours and multilocation, self-guided tours, which are tours likely to have taken place in larger urban centers where many culture and entertainment activities are available. Travelers who were more active in culture and entertainment activities are likely to prefer vacations that offer novelty (e.g., seeing or doing something new and different) and intellectual stimulation (e.g., enriching your perspective on life, gaining knowledge of the history and culture of a destination, stimulating your mind). They are also more likely to consider it important that a destination has a distinct culture, lots of things for adults to see and do, direct access by air and great shopping opportunities.

3 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 3 Executive Summary (Cont d) Conversely, travelers who were less active in culture and entertainment activities are more likely to look for destinations that are conveniently accessible by car, have a familiar culture and language, have lots of activities for children to see and do, offer camping facilities and that have relatives living nearby. The use of the Internet for planning and booking trips increases with the number of culture and entertainment activities pursued while on trips. 73.8% of those who participated in eleven or more culture and entertainment activities while on trips used the Internet to plan or book travel compared to only 29.2% of those who did not participate in culture and entertainment activities while traveling. Culture & Entertainment Activity Types The 88 culture and entertainment activities assessed in the Canadian TAMS 2006 survey were submitted to a factor analysis to identify activities which tend to be undertaken by the same individuals while on trips. This analysis identified 21 activity types that are similar to one another in that individuals who participate in one activity within the group are also likely to participate in others within the same group while on trips. The general activity groups and their activity types include Educational Exhibits (i.e., historical sites, museums & art galleries), Educational, Participatory Activities (e.g., aboriginal cultural experiences, participatory historical activities, agro-tourism), Live Arts Performances (i.e., high art performances, live theatre, comedy festivals & clubs, musical concerts, festivals & attractions), Themed Attractions (i.e., theme parks & exhibits, science & technology exhibits, garden-theme attractions), Festivals and Fairs (i.e., fairs & festivals, literary & film festivals), Sporting Events (i.e., national & international sporting events, professional sporting events, amateur tournaments, equestrian & western events), Shopping, Dining and Spa activities (i.e., shopping & dining, wine, beer & food tastings, spas) and gambling in casinos. The majority of Canadian Pleasure Travelers went shopping and dining and visited historical sites, museums and art galleries while on trips in the past two years. Other common activity types included visiting theme parks and exhibits, visiting fairs and festivals and attending musical concerts, festivals and attractions. Commonly pursued activity types tend to appeal to most lifecycle stages and are widely available. Culture and entertainment activity types that appeal to market niches, such as educational, participatory activities (e.g., aboriginal cultural experiences) and live art performances (e.g., live theatre, high art performances) are pursued less often. Some culture and entertainment activities involve a specific event that occurs infrequently (e.g., literary & film festivals, national & international sporting events). These activities tend to have much lower participation rates.

4 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 4 Executive Summary (Cont d) There is wide variation in how often culture and entertainment activity types were cited as the primary reason for travel. In general, culture and entertainment activity types that involve a specific event (e.g., amateur tournaments, professional sports event, musical concerts) are most likely to be cited as the main reason for travel. In contrast, culture and entertainment activity types that may be pursued in a wide range of destinations (e.g., shopping & dining) or that involve permanent attractions (e.g., garden-themed attractions, casinos) are much less likely to be the main reason for a trip. Females were more likely than males to participate in most culture and entertainment activities while on trips. This is particularly evident for activities involving live art performances (e.g., high art performances, live theatre), educational exhibits and participatory activities (e.g., aboriginal cultural experiences, participatory historical activities, agro-tourism, historical sites, museums & galleries) and spas. On the other hand, male travelers were more likely to have attended amateur tournaments and professional sporting events in the last two years. Canadian Pleasure Travelers of different ages are attracted to different types of culture and entertainment activities while traveling. For example, more mature travelers were more likely to have attended live theatre and high art performances and to have participated in a wine, beer and food tasting. Younger travelers are more likely to go to theme parks and exhibits, professional and amateur sporting events and comedy festivals and musical concerts while on trips. Education is a primary determinant of the types of culture and entertainment activities likely to be pursued while traveling. For example, those with a university degree were more likely to have attended high art performances and literary and film festivals while on trips. They were also more likely to have visited health spas, garden-themed attractions and to have taken part in wine, beer and food tastings. In contrast, those with less education were more likely to have attended equestrian or western events, amateur tournaments, comedy festivals and clubs and to have gone gambling in a casino while traveling during the last two years. Overall, 63.8% of the Canadian Pleasure Travelers took a trip outside of Canada in the last two years. However, those who participated in culture and entertainment activities were more likely to have taken a trip outside of Canada during this time. Those who attended live art performances (e.g., high art performances), literary and film festivals and professional sporting events, as well as those who participated in wine, beer or food tastings or visited spas were among the most likely to have traveled outside of Canada. Those who participate in these activities tend to be relatively affluent.

5 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 5 Executive Summary (Cont d) Those who participated in culture and entertainment activities while on trips were often over-represented among visitors to specific provinces or territories. For example, those who took part in educational, participatory activities and those who attended a musical concert, festival or attraction were over-represented among visitors to the Atlantic Region. In contrast, those who attended a literary or film festival were more likely to have taken a trip in Ontario, while those who attended a high arts performance or comedy festival were more likely to have traveled in Quebec. Those who attended sporting events (e.g., professional sporting event, amateur tournaments) were over-represented among travelers in the Western Provinces and Northern territories. Analysis of other culture and entertainment activities undertaken on trips by each activity type reveals strong associations among different activity types. Those who attended a sporting event while on a trip (e.g., professional sporting event, equestrian & western events, national & international sporting event, amateur tournament) were also more likely than average to attend other sporting events; those who attended a live arts performance (e.g., high art performances, live theatre, comedy festivals & clubs, musical concerts, festivals & attractions) were also more likely to attend other types of live performances; and those who visited educational exhibits (e.g., historical sites, museums & art galleries) or took part in educational, participatory activities (e.g., aboriginal cultural experiences, participatory historical experiences, agro-tourism) were more likely to have taken part in other educational trip activity types while traveling. There was also a strong relationship between the culture and entertainment activities undertaken while on a trip and the activities pursued while not traveling. For example, those who attended live theatre while on trips are also likely to attend local live theatre; those who visited historical sites, museums and art galleries while traveling were also more likely to visit local historical sites and museums; casino visitors gamble in local casinos; and travelers who attended professional sports attend local professional sporting events. These patterns are most likely related to the level of education, lifecycle stage and population size (e.g., urban vs. rural) of the traveler, all of which tend to determine the types of culture and entertainment activities pursued both while on trips and while not traveling. There is also an association between the types of culture and entertainment activities and the types of outdoor activities pursued while traveling. For example, those who attended sporting events while on a trip (e.g., professional sporting events, national & international sporting events, amateur tournaments) as well as those who gambled in a casino, were more likely to participate in other competitive activities (e.g., golfing,

6 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 6 Executive Summary (Cont d) individual sports, team sports); those who attended live art performances (e.g., high arts, live theatre) were more likely to go cross-country skiing and participate in fitness activities (e.g., exercising and jogging, cycling); and those who visited nature-oriented or wilderness-based attractions (e.g., aboriginal cultural experiences, garden-themed attractions) were more likely to go horseback riding and wildlife viewing while on trips. In many instances, these associations may be linked to the types of destination visited (e.g., large urban center, wilderness area) which would influence both the types of outdoor activity pursued and the culture and entertainment activity types undertaken while on trips. There is also a moderately strong relationship between the types of culture and entertainment activity pursued and the types of accommodation stayed in during the last two years. For example, those who took part in an educational, participatory activity were more likely to have gone camping and stayed in a wilderness area; those who attended live art and cultural events (e.g., live theatre, high art performances, literary and film festivals) were more likely to have stayed in a resort; and those who took part in wine, beer or food tastings were more likely to have stayed in an inn or resort with a gourmet restaurant. Those who participated in different types of culture and entertainment activities tend to vary in terms of the vacation benefits considered to be important. For example, those who attended sporting events (e.g., professional sports events, amateur tournaments, national & international sporting events) were more likely to consider it important that a vacation offers physical challenge. In contrast, those who visited casinos, visited spas and attended comedy festivals and clubs consider it important that they are pampered while on vacation. And those who took part in educational participatory activities (e.g., aboriginal cultural experiences, participatory historical activities, agro-tourism) and those who visited educational exhibits (e.g., historical sites, museums & art galleries, science and technology exhibits) tend to seek vacations that are intellectually stimulating and provide opportunities to learn. Those who attended live art performances (e.g., high art performances, live theatre) as well as those who attended literary and film festivals while traveling also consider it important that a vacation is intellectually stimulating and provides opportunities to learn. Feeling safe, having no health concerns, having lots of things for adults to see and do, and having convenient access (by car or direct access by air) are all considered important by most Canadian Pleasure Travelers. However, other destination attributes that are considered important do vary depending on the types of culture and entertainment activity pursued while on trips.

7 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 7 Executive Summary (Cont d) These relationships are especially apparent for preferences concerning accommodation, culture and language and activities for children. For example, those who took part in educational, participatory activities (e.g., aboriginal cultural experiences, participatory historical activities, agro-tourism) consider it important that a destination has camping available; those who participated in entertainment activities (e.g., gambling in a casino, participating in a wine, beer or food tasting, attending a comedy festival or club, attending a professional sporting event, visiting a spa) are more likely to look for destinations with luxury accommodation. Those who visited theme parks and exhibits as well as science and technology exhibits, which often appeal more to families traveling with younger children, are more likely to consider it important that a destination offers lots for children to see and do. Those who attended live art, cultural performances (e.g., live theatre, high art performances) as well as those who visited educational attractions (e.g., historical sites, museums & art galleries) or literary and film festivals tend to seek vacations that are intellectually stimulating and offer opportunities to learn. These same travelers are also likely to value destinations that are culturally distinctive and directly accessible by air. Those who went shopping and dining, attended comedy festivals or clubs, attended festival or fairs or gambled in a casino consider it important that a destination has great shopping opportunities available. The information resources used to plan vacations also varies by the culture and entertainment activity type undertaken while on trip. For example, those who attended sporting events and visited theme parks are more likely to obtain information from television advertising. Those who attended live art performances (e.g., high art performances, live theatre) as well as those who visited educational attractions (e.g., historical sites, museums and art galleries) were especially likely to use travel guidebooks when planning trips. On the other hand, those who participated in educational, participatory activities (e.g., aboriginal cultural experiences, participatory historical activities) were more likely than others to use the official travel brochures for specific countries, regions or cities when planning vacations. Well-educated travelers most often use the Internet and travel media to plan and book travel. These travelers are especially likely to visit spas, take part in wine, beer and food tastings, attend literary and film festivals and patronize live art performances while traveling. The Internet is used less often to plan and book travel by less well-educated travelers who are more likely to have pursued agro-tourism activities and attended equestrian and western events while on trips.

8 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 8 Summary of 21 Culture & Entertainment Activity Types Shopping & Dining [61.7% (15,281,873) of Canadian adults went shopping or dining while on a trip] Shopping and dining while on trips was the most popular culture and entertainment activity type undertaken in the last two years. Demographically, Shoppers and Diners are similar to the average Canadian Pleasure Traveler in terms of gender, age, marital status and parental status. They are slightly more likely to have a university degree (32.8%) and their household incomes ($75,049) are slightly above-average. Shoppers and Diners traveled less frequently than the other activity types. They were the least likely of the 21 culture and entertainment activity types to have taken a trip within their own province (86.9%), to an adjacent province (50.5%) and to a non-adjacent province (33.7%). Their out-of-country travel is also below-average. The outdoor activities and culture and entertainment activities pursued on trips by Shoppers and Diners are comparable to those of the typical Canadian Pleasure Traveler. However, Shopper and Diners are slightly more likely to participate in wine, beer and food tastings and to visit spas. Shoppers and Diners prefer relaxing, unstructured vacations that offer novelty and provide great shopping opportunities. They are average users of travel media and the Internet to plan and book travel. They can be most effectively targeted through fashion and beauty magazines, shopping media and contemporary music radio stations. Historical Sites, Museums & Art Galleries [43.4% (10,751,004) of Canadian adults visited a historical site, museum or art gallery on a trip] Visiting historical sites, museums and art galleries was the second most common culture and entertainment activity undertaken by Canadian Pleasure Travelers while on trips in the past two years. This travel segment is similar to the average Canadian Pleasure Traveler in terms of gender, age and marital status. However, their level of education and household income are slightly above-average. Those who visited historical sites, museums and art galleries while on trips are below-average domestic and out-of-country travelers. They were the 18 th most likely of the 21 culture and entertainment activity types to have taken a trip within their own province (88.3%), the 15 th most likely to have traveled to an adjacent province (54.9%) and the 13 th most likely to have visited a nonadjacent province (36.8%). While traveling, they were more likely than others to have attended live art performances (e.g., live theatre, live arts) and to have visited a wide array of educational attractions (e.g., science & technology exhibits). They were also quite active in outdoor activities and especially those that are nature-oriented. They seek vacations that are intellectually stimulating and provide novelty and opportunities to learn. This activity segment is an average user of the Internet to plan and book travel. However, they are above-average consumers of travel media and can also be effectively targeted through science and nature media, history and biography television programs and magazines and news and current events media.

9 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 9 Summary of 21 Culture & Entertainment Activity Types (Cont d) Theme Parks & Exhibits [29.1% (7,221,537) of Canadian adults visited a theme park or exhibit while on a trip] Visiting theme parks and exhibits while on trips was the third most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Relative to the average Canadian Pleasure Traveler, Theme Park and Exhibit Visitors are over-represented among Young Families (i.e., those with children 12 or younger). Their level of education and household incomes are somewhat aboveaverage. Their travel activities during the last two years were below-average. They were the 17 th most likely to have taken a trip within their own province (88.9%), the 16 th most likely to have traveled to an adjacent province (53.9%) and the 19 th most likely to have visited a non-adjacent province (34.8%). Their out-of-country travel is also belowaverage. Theme Park and Exhibit Visitors pursue active, family-oriented trips. They were more likely than others to have visited other themed attractions (e.g. science & technology exhibits) and tend to participate in sports and family-oriented outdoor activities while on trips. They seek vacations that are relaxing, offer lots to see and do for both adults and children and provide opportunities to enrich family relationships. They are average users of the Internet to plan and book travel, although they are more likely than others to have purchased tickets for specific attractions online. This segment may be most effectively targeted through popular television programs (e.g., reality TV) and parenting magazines. Fairs & Festivals [28.0% (6,949,250) of Canadian adults visited a fair or festival while on a trip] Attending fairs and festivals while on trips was the 4 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Fair and Festival Visitors are slightly more likely to be female (53.1%) and younger than other Canadian Pleasure Travelers. The majority are married and their level of education and household incomes are slightly above-average. Fair and Festival Visitors were below-average travelers in the last two years. They were the 13 th most likely to have taken a trip within their own province (90.0%), the 17 th most likely to have traveled to an adjacent province (53.1%) and the 15 th most likely to have visited a nonadjacent province (36.5%) in the past two years. Their out-of-country travel is also below-average. Fair and Festival Visitors were very likely to attend other types of exhibitions and festivals while on trips. They were also very active in outdoor activities while on trips and especially fitness activities. They prefer vacations that offer novelty and learning opportunities as well as a chance to renew personal connections with their friends. They are below-average users of the Internet to plan and book travel. However, they are above-average consumers of travel-related media and may also be effectively targeted through house and home media (e.g., cooking shows).

10 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 10 Summary of 21 Culture & Entertainment Activity Types (Cont d) Musical Concerts, Festivals & Attractions [24.4% (6,038,755) of Canadian adults attended a musical concert, festival or attraction on a trip] Attending a musical concert, festival or attraction on a trip was the 5 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Relative to the average Canadian Pleasure Traveler, those who attended musical concerts, festivals and attractions are slightly more likely to be female and younger. They are slightly more likely to have a university degree but have the 4 th lowest average household income. Their recent travel activities are slightly belowaverage. They were the 9 th most likely to have taken a trip within their own province (90.6%), the 14 th most likely to have traveled to an adjacent province (55.1%) and the 16 th most likely to have visited a non-adjacent province (35.7%) in the past two years. Their out-of-country travel was below-average. Travelers who attended musical concerts, festivals and attractions were more likely than others to attend other festivals and live art performances while on trips. They were also very active in outdoor activities and especially fitness-related activities. They prefer vacations that offer novelty, experiential, learning opportunities and physical challenge. Despite their younger age, they are less likely than the other activity segments to use the Internet to plan and book travel. They can be most effectively targeted through modern rock radio stations. Casinos [19.3% (4,777,777) of adult Canadians visited a casino while on a trip] Visiting a casino while on trips was the 6 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Relative to the average Canadian Pleasure Traveler, Casino Visitors are more likely to be 45 years of age or older, married and without dependent children living at home. They are the second least likely of the 21 culture and entertainment activity types to have a university education and their household incomes are slightly above-average. Casino Visitors are frequent out-of-country travelers. They were the 6 th most likely to have visited the United States (64.1%), the 7 th most likely to have visited Mexico (16.8%) and the 5 th most likely to have taken a trip to the Caribbean (22.1%) in the past two years. However, their domestic travel is below-average and among the lowest of 21 culture and entertainment activity types. Casino Visitors were more likely than other Canadian Pleasure Travelers to have attended sporting events and live entertainment performances while on trips. They also enjoy competitive sports (e.g., golfing) and visits to spas. They prefer vacations that are relaxing, stress relieving, entertaining and pampering. They are less likely than others to use the Internet to plan and book travel. However, they are above-average users of travel media and travel agents and can be expected to be responsive to discount vacation packages. They may be most effectively targeted through sports-related media and through games websites.

11 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 11 Summary of 21 Culture & Entertainment Activity Types (Cont d) Wine, Beer & Food Tastings [17.7% (4,389,525) of Canadian adults participated in wine, beer or food tastings while on a trip] Participating in wine, beer or food tastings while on trips was the 7 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Tasting Participants are over-represented among those 55 to 64 and especially Mature Couples. This is an affluent activity segment with an above-average level of education level and the 2 nd highest average household income. They are frequent long-haul travelers and the 7 th most likely to have visited the United States (64.0%), the 6 th most likely to have visited Mexico (17.6%) and the Caribbean (21.6%) and the 3 rd most likely to have traveled overseas (36.6%). They were also the 5 th most likely to have visited a non-adjacent province (42.8%). Those who participated in tastings were very likely to attend live art performances and to take part in educational, participatory activities while on trips. They were also quite active in outdoor activities including golf and skiing. They tend to stay at luxury resorts and accommodation that specializes in fine cuisine and prefer vacations that offer novelty, intellectual stimulation and learning opportunities. Those who participated in wine, beer and food tastings are among the heaviest users of the Internet to plan and book trips. They are avid consumers of travel media and may also be effectively reached through city lifestyle media, business, finance and investing magazines and news and current events media. Science & Technology Exhibits [17.2% (4,266,161) of Canadian adults visited a science & technology exhibit while on a trip] Visiting a science or technology exhibit while on trips was the 8 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. This activity segment is over-represented among Mature Families (with teenaged children). They have above-average education levels and household incomes. Their recent travel activities are average relative to the other activity types. They were the 12 th most likely to have taken a trip within their own province (90.4%), the 5 th most likely to have traveled to an adjacent province (60.3%) and the 11 th most likely to have visited a non-adjacent province (38.5%). They prefer trips to the United States than to other countries and were the 9 th most likely to have visited the United States (59.8%). This activity segment tends to take family-oriented trips. They were especially likely to have visited educational attractions and exhibits while traveling and to have taken part in educational, participatory activities. They were also very active in family-oriented outdoor activities and fitness activities while on trips. They prefer vacations that offer novelty, opportunities to learn and a chance to enrich family relationships. They are above average users of the Internet to plan and book travel and may also be more effectively targeted through science and technology media and news and current events media.

12 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 12 Summary of 21 Culture & Entertainment Activity Types (Cont d) Live Theatre [15.5% (3,888,356) of Canadian adults attended live theatre while on a trip] Attending a live theatrical performance while on trips was the 9 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Live Theatre Patrons are more likely to be female (56.9%) and they are overrepresented among Senior Couples and Senior Singles. This is a relatively affluent segment with an above-average level of education and household incomes. Live Theatre Patrons were frequent out-of-country travelers and the 4 th most likely to have visited the United States (64.7%), the 4 th most likely to have visited Mexico (18.6%) and the 4 th most likely to have taken a trip to the Caribbean (24.7%). However, their domestic travel was generally below-average in the last two years. Live Theatre Patrons were especially likely to attend other types of live art performances (e.g., musical concerts) as well as literary and film festivals. They enjoy fine cuisine while on trips as well as visits to spas and fitness clubs. They seek vacations that offer novelty, intellectual stimulation and opportunities to learn. Live Theatre Patrons are above-average users of the Internet to plan and book travel and they avidly use travel media. They may also be effectively targeted through city lifestyle magazines, news and current events media and classical music radio stations. Garden Theme Attractions [13.1% (3,246,208) of Canadian adults visited a garden theme attraction while on a trip] Visiting a garden theme attraction while on a trip was the 10 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. They are likely to be female (55.8%), 45 years of age or older and married without dependent children living at home. They are well-educated and have above-average household incomes. The recent domestic travel activities of this activity segment are average although they were the 4 th most likely to have traveled overseas in the last two years. They were especially likely to have visited educational attractions, to have taken part in educational, participatory activities and to have attended live art performances while on trips. They were also very active in nature-oriented outdoor activities and fitness activities while traveling. They prefer active vacations that offer novelty and opportunities to learn. Garden Theme Attraction Visitors are average users of the Internet to plan and book trips. However, they are above-average consumers of travel media and may also be effectively targeted through home and garden magazines, nature media, city lifestyle magazines and multicultural, classical music and jazz / big band radio stations.

13 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 13 Summary of 21 Culture & Entertainment Activity Types (Cont d) Agro-Tourism [11.7% (2,891,876) of Canadian adults participated in agro-tourism while on a trip] Participating in an agro-tourism activity (e.g., fruit-picking at a farm, dining at a farm, visiting a harvesting or farm operation) was the 11 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. They are predominantly 35 to 44 years of age, married with dependent children (less than 18) living at home and they have the lowest household income of the 21 culture and entertainment activity types. Those who participated in an agro-tourism activity are predominantly domestic travelers. They were the 7 th most likely to have taken a trip within their own province (90.7%), the 12 th most likely to have traveled to an adjacent province (56.4%) and the 14 th most likely to have visited a non-adjacent province (36.5%). However, their out-of-country travel is the lowest of the 21 activity types. They frequently took part in activities closely associated with agro-tourism (e.g., tastings, garden-themed attractions) as well as nature-oriented activities (e.g., horseback riding, fishing) while traveling. They take budget-conscious vacations that often involve camping and offer learning opportunities, novelty and lots to see and do for both adults and children. Those who participated in an agro-tourism activity were the least likely of the 21 culture and entertainment activity types to use the Internet to plan and book travel. They can best be reached through home-related media (e.g., cooking shows). Professional Sporting Events [11.7% (2,889,472) of Canadian adults attended a professional sporting event while on a trip] Attending a professional sporting event while on trips was the 12 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. This activity was also the third most frequently mentioned reason for taking a trip. Travelers who attended professional sports events are more likely to be male and they are over-represented among Young Singles and Young Couples. Their level of education is only slightly above-average however they have the 3 rd highest average household incomes. They are frequent travelers and the 6 th most likely to have taken a trip within their own province (91.4%), the 6 th most likely to have traveled to an adjacent province (60.0%) and the 12 th most likely to have visited a non-adjacent province (38.3%) in the past two years. They were the most likely to have visited the United States (67.5%) and the 5 th most likely to have visited Mexico (17.9%). Those who attended professional sports events were very likely to have attended other sporting events and to have played sports while on trips. They were also likely to have enjoyed entertainment activities (e.g., musical concerts, casinos). They prefer active vacations which offer novelty and physical challenge. Travelers in this segment are above-average users of travel media and the Internet to plan and book travel. They may also be effectively reached through sports media.

14 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 14 Summary of 21 Culture & Entertainment Activity Types (Cont d) Amateur Tournaments [8.8% (2,178,005) of Canadian adults attended an amateur tournament while on a trip] Attending an amateur tournament on a trip was the 13 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. However, this activity was the second most likely to be the main reason for travel. Travelers who attended amateur tournaments are more likely to be male and they overrepresented among both Young Singles (who are likely participants) and Mature Families with teenaged children (who are likely to be the parents of the participants). They are the 19 th most likely to have a university education (31.4%), but report the 4 th highest household incomes. Amateur Tournament Attendees are primarily shorter-haul, domestic travelers. They were the 2 nd most likely of the 21 culture and entertainment activity types to have taken a trip within their own province (93.4%), but only the 10 th most likely to have traveled to an adjacent province (57.4%) and the 17 th most likely to have visited a non-adjacent province (35.5%). Their out-of-country travel is well-below average. Amateur Tournament Attendees are avid sports enthusiasts and frequently attended other sporting events while on trips. They are also very active in team sports, exercising and jogging and sports and games while on trips. They tend to take family vacations and look for destinations that offer lots to see and do for both adults and children and an opportunity to enjoy and nurture family relationships. Those who attended amateur tournaments are below-average users of travel media and the Internet to plan and book travel. They can be most effectively reached through sports media. Aboriginal Cultural Experiences [8.6% (2,129,302) of Canadian adults engaged in aboriginal culture experiences while on a trip] Taking part in an aboriginal cultural experience (e.g., aboriginal crafts shows, sampling aboriginal cuisine, attending aboriginal festivals or events) was the 14 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Those who took part in an aboriginal cultural experience are overrepresented among females. They have an above-average level of education and household income. They are frequent travelers and the 3 rd most likely to have taken a trip within their own province (93.0%), the 7 th most likely to have traveled to an adjacent province (59.4%) and the 8 th most likely to have visited a non-adjacent province (36.8%). On the other hand, their out-of-country travel is only average. They were especially likely to have taken part in other educational, participatory activities and to have attended live art performances. They also frequently participated in nature-oriented outdoor activities while on trips. They prefer vacations that offer novelty, intellectual stimulation and opportunities to learn. This segment is an above-average user of travel media and the Internet to plan and book travel. They may also be targeted through educational, natureoriented magazines and television programs.

15 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 15 Summary of 21 Culture & Entertainment Activity Types (Cont d) High Art Performances [8.2% (2,023,840) of adult Canadians attended a high art performance while on a trip] Attending a high arts performance while on trips was the 15 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. They are predominantly female and either younger (18 to 24) or older (55 plus) than other Canadian Pleasure Travelers. They are the second most well-educated activity segment and their household incomes are above-average. High Art Performance Attendees are frequent out-of-country travelers and the 3 rd most likely to have visited the United States (64.9%), the 3 rd most likely to have taken a trip to the Caribbean (25.2%) and the 2 nd most likely to have traveled overseas (46.1%). However, their domestic travel is average. They tend to patronize live-art performances both while traveling and at home and were also quite active in outdoor activities (e.g., cross-country skiing). They prefer vacations that offer intellectual stimulation, novelty and opportunities to learn. This segment is a heavy user of travel media and the Internet to plan and book travel. They may also be reached through classical music, jazz and multicultural radio stations, business, finance and investing magazines and news and current events media. Comedy Clubs & Festivals [7.5% (1,869,991) of adult Canadians attended a comedy club or festival while on a trip] Attending a comedy club or comedy festival while on a trip was the 16 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. This activity segment is over-represented among singles who are 18 to 24, but also among Mature Couples. They are less well-educated than the other activity types and have the 7 th highest household income. Those who attended a comedy club or festival are more likely to be longer-haul, sun destination travelers. They were the most likely of the 21 culture and entertainment activity types to have traveled to the Caribbean (28.5%) and the second most likely to have visited Mexico (19.0%) in the last two years. However, their domestic travel is generally below-average. Those who attended comedy clubs and festivals enjoy entertainment and were much more likely than others to have attended festivals, live art performances and sporting events while on trips. They were also very active in resort-based, water activities (e.g., snorkeling), fitness activities (exercise and jogging) and skiing. They tend to stay at seaside resorts and prefer vacations that allow them to relax and be pampered, to be entertained and to have lots to see and do. The majority in this activity segment use travel agents and they are average users of the Internet to plan and book trips. They may also be effectively targeted through comedy television programming, city lifestyle magazines and Top 40 / current hits radio stations.

16 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 16 Summary of 21 Culture & Entertainment Activity Types (Cont d) Visits to Spas [7.5% (1,852,711) of Canadian adults visited a spa while on a trip] Visiting a spa while on trips was the 17 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Spa Visitors are predominantly female (63.1%) and over-represented among Mature Couples. They are the 3 rd most likely to have a university degree and they have the highest household income of the 21 culture and entertainment activity types. Spa Visitors are frequent outof-country travelers and they were the 5 th most likely to have visited the United States (64.6%), the most likely to have visited Mexico (24.5%) and the second most likely to have taken a trip to the Caribbean (28.0%). They were also the 4 th most likely to have taken a trip within their own province (92.5%), the 11 th most likely to have traveled to an adjacent province (56.5%) and the 6 th most likely to have visited a non-adjacent province (35.8%). Spa Visitors frequently exercised and jogged, skied and golfed while on trips. They also frequently attended live art performances and exhibit particular interest in fine cuisine. Spa Visitors prefer luxury, resort vacations that are relaxing and pampering and that offer novelty, intellectual stimulation and physical challenge. Spa Visitors are the heaviest users of the Internet to plan and book travel and among the heaviest users of travel media. They may be effectively reached through health and wellness magazines, city lifestyle magazines and fashion and beauty magazines. Participatory Historical Activities [5.0% (1,232,788) of Canadian adults engaged in participatory historical activity while on a trip] Taking part in a participatory historical activity while on trips was the 18 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. They are more often female (55.0%) and over-represented among those 35 to 44 years of age. They were the fourth most likely to have a university degree and have the sixth highest average household income. Those who took part in a participatory, historical activity were frequent domestic travelers. They were most likely of the 21 culture and entertainment activity types to have taken a trip within their own province (94.1%), the 3 rd most likely to have traveled to an adjacent province (61.0%) and the second most likely to have visited a non-adjacent province (44.9%) in the past two years. However, their out-of-country travel is average to below-average. This activity segment frequently participated in other experiential, educational activities and frequently attended live art performances while on trips. They were also very active in nature-oriented activities and fitness activities. They prefer trips that offer novelty and learning opportunities. Those who took part in participatory, historical activities are among the most frequent users of the Internet to plan and book trips. They avidly consume travel media and may also be effectively reached through nature-oriented magazines, science and nature television programs and news and current events media.

17 TAMS 2006: Canadian Culture & Entertainment Activities While on Trips: An Overview Page 17 Summary of 21 Culture & Entertainment Activity Types (Cont d) Equestrian & Western Events [5.0% (1,228,367) of Canadian adults attended an equestrian or western event while on a trip] Attending an equestrian or western event while on a trip was the 19 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Attendees are over-represented among those 55 years and older and especially Senior Singles. They are more likely than average to have a high school education or less and they report the second lowest household income of the 21 culture and entertainment activity types. Despite relatively modest means, Equestrian and Western Event Attendees are frequent travelers. While only the 10 th most likely to have taken a trip within their own province (90.6%), they were the 2 nd most likely to have traveled to an adjacent province (62.3%) and the 3 rd most likely to have visited a nonadjacent province (44.2%) in the past two years. They were also the 3 rd most likely to have visited Mexico (18.7%) and the 8 th most likely to have traveled to the Caribbean (19.2%). Equestrian & Western Event Attendees frequently attended festivals and fairs and sporting events while on trips. They were also more likely than others to go horseback riding and motorcycling while on trips. They typically camp while traveling and prefer vacations that create lasting memories, offer something new to see and do and allow them to reconnect with friends. Equestrian & Western Event Attendees are belowaverage users of the Internet to plan and book trips. They can best be reached through sports media and country music radio stations. National & International Sporting Events [2.4% (591,158) of Canadian adults attended a national or international sporting event on a trip] Attending national or international sporting events (e.g., curling bonspiel, professional figure skating event) while on trips was the 20 th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. This segment is the oldest of the 21 activity types and they are less affluent than the other activity types with the third lowest household income. They are primarily domestic travelers and the 5 th most likely to have taken a trip within their own province (91.5%), the 4 th most likely to have traveled to an adjacent province (60.8%) and the 4 th most likely to have visited a non-adjacent province (43.1%) in the last two years. Their out-ofcountry travel is slightly below-average. Despite their age, National and International Sporting Event Attendees frequently participated in sporting activities both as spectators and as participants while on trips. They were also more likely than others to have attended live art performances and to have taken part in fitness activities while on trips. They prefer vacations that are physically challenging and provide opportunities to socialize with their family and friends. They are below-average users of the Internet to plan and book travel. However, they are avid consumers of travel media and may also be effectively targeted through sports media and country music radio stations.