t 1/7, , 3 : rc,9//s U.S Oe^c ^■■■■■,, £>" m *•_ U.S. DEPARTMENT OF COMMERCE United States Travel and Tourism Administration PLEASURE TRAVEL MARKETS TO NORTH AMERICA: SOUTH KOREA Prepared for: UNITED STATES TRAVEL AND TOURISM ADMINISTRATION TOURISM CANADA By: MARKET FACTS OF CANADA LIMITED June 1991 TABLE OF CONTENTS PAGE NUMBER INTRODUCTION FOREWORD 1 OBJECTIVES 2 METHODOLOGY 3 EXECUTIVE SUMMARY 5 MAIN FINDINGS 1. MARKETSIZE 9 2. PASTTRIP BEHAVIOUR -4 NIGHTS OR MORE 11 2.1 Number of pleasure trips in past 3 years 11 2.2 Destination of two most recent trips 14 2.3 Type of two most recent trips 17 2.4 Mode of transportation used within Canada and mainland U.S. 19 2.5 Number of nights away 20 2.6 Month of departure 21 2.7 Traveling party 22 2.8 How long before leaving was destination decided and trip booked 25 2.9 Sources of information used in planning 27 2.10 Whether a package trip 29 2.11 Where booked 30 2.12 Activities taken part in 33 2.13 Satisfaction and likelihood of returning 36 3. LIKELY VACATION DESTINATIONS 38 3.1 Places would like to visit overseas (unaided) 38 3.2 Likelihood of visiting place would most like to visit 42 3.3 Places in U.S./Canada people in South Korea might go on vacation 43 3.4 Places in U.S./Canada ever visited and visited in past 3 years 49 3.5 Places in U.S./Canada most interested in visiting/revisiting 53 3.6 Summary of awareness, interest and visitation 57 3.7 Level of interest in visiting/revisiting U.S./Canada in next 5 years 61 4. PERCEPTIONS OF CANADA/U.S. VS. IMPORTANCE RATINGS 62 4.1 Perception ratings 62 4.2 Perception vs. importance 68 4.3 Most appealing features of Canada as a travel destination 71 Pleasure Travel Markets to North America - South Korea 1 9^0 TABLE OF CONTENTS (cont'd) PAGE NUMBER 5. SEGMENTATION OVERVIEW 6. PRODUCT SEGMENTATION -I 6.1 Overview 6.2 Segments 6.3 Segment profiles 7. TRAVEL PHILOSOPHY SEGMENTATION 7.1 Overview 7.2 Segments 7.3 Segment profiles 7.4 Implications 8. BENEFIT SEGMENTATION 8.1 Overview 8.2 Segments 8.3 Segment profiles 8.4 Implications 9. PRODUCT SEGMENTATION -II 9.1 Product segments vs. travel philosophy and benefit segments 9.2 Implications 72 74 74 75 78 101 101 102 106 108 124 124 125 129 131 147 147 148 APPENDIX I APPENDIX II APPENDIX III APPENDIX IV APPENDIX V APPENDIX VI BASIC DATA Newspaper and magazine readership Demographics QUESTIONNAIRE DEFINITION OF U.S. 1 1 CENSUS DIVISIONS AND 8TRAVEL REGIONS 95% STATISTICAL CONFIDENCE LEVELS HOW TO INTERPRET A DISCRIMINANT MAP MAP OF SOUTH KOREA Pleasure Travel Markets to North America - South Korea 1 990 INTRODUCTION Pleasure Travel Markets to North America -South Korea 1QQ0 FOREWORD In 1986 the U.S. Travel and Tourism Administration and Tourism Canada made an agreement to undertake jointly funded market research in overseas countries of mutual interest. The agreement has been in effect for five years and during its existence approximately four countries have been studied each year. By combining resources the national tourism organizations of the two countries are able to produce better market information than either could have done by working alone. As a result, agencies marketing Canada, the United States or both will be able to select their target markets with a good deal more precision than has been possible in the past . In addition, agencies responsible for developing the tourism products of both countries will have a clear idea of what their strengths and weaknesses are in the minds of the consumer. They would then be able to develop a stronger tourism product and one that will appeal to consumers in a variety of overseas countries. The countries studied so far have been : 1986 1987 1988 1989 United Kingdom Hong Kong Italy United Kingdom France Singapore Australia France West Germany Switzerland Brazil West Germany Japan Mexico Japan The 1990 studies were conducted in Venezuela and South Korea. This report on the South Korean long haul travel market is one of two that resulted from the 1990 studies. It is the intention of both Tourism Canada and the USTTA to make the results readily and widely available. The data are available in the following formats: - The present main report - A highlights report providing overviews of Venezuela and South Korea - Extensive computer cross-tabulations (see Methodology section for details) - IBM compatible data diskettes in single punch format A great deal of sophisticated travel market information has been made available through these studies. The challenge set forth by this work is to understand the information and to use it effectively. Officials of Tourism Canada and the USTTA are ready to help the tourism industry make the most effective use possible of the information. Pleasure Travel Markets to North America - South Korea 1 °Q0 -2 OBJECTIVES The objectives of this study are as follows: 1. To provide broad-based marketing information on the South Korean long haul pleasure travel market for strategic planning purposes 2. To identify and describe South Korean travel segments that are prime targets for travel to Canada and the United States for industry marketers 3. To describe elements of the travel product(s) required to meet the needs of the target travel market segments 4. To provide input to the development and placement of effective advertising and promotion to convert potential travel to actual travel to Canada and the U.S. Accordingly the following research objectives were established: 1. To identify the basic long haul pleasure travel motivations, benefits and product/activity needs of South Korean travelers 2. To identify and describe the size, travel characteristics, attitudinal and awareness characteristics of this market 3. To identify levels of awareness and perception of the various U.S. and Canadian travel products 4. To identify the media habits of the long haul traveler 5. To profile South Korean long haul pleasure travelers in terms of demographics, vacation style and lifestyle characteristics. The main findings emerging from this study are the basis of this report. Pleasure Travel Markets to North America - South Korea 1990 -3- METHODOLOGY A total of 1,200 personal interviews were conducted with international travelers who met the following target qualifications: - 18 years of age or over - Took a vacation trip of four nights or longer by plane outside of Korea, Japan and China in the past three years, or intendedto take such a trip in the next two years Sampling for South Korea was limited to those living in six urban centres. Fieldwork for South Korea was conducted in two phases. A pilot study was carried out via a national omnibus in order to determine the incidence of eligible respondents, nationally as well as in the six cities selected for data collection. Only the screening questions and some demographics from the survey instrument were used for the omnibus phase. The results of the pilot were as follows: Area National Six sampled cities Incidence from omnibus 11.2% 15.1% The omnibus portion of this study was conducted three times (1,500 sample size) from December 13, 1990 to February 3, 1991. For the main survey, the sample size for each city was determined by population. Seoul Pusan Taegu Incheon Kwangju Taejon Total Target Actual Population interviews interviews % # # 53.0 629 636 18.5 222 222 11.3 135 135 7.7 99 92 5.0 60 60 4.6 55 55 100.0 1,200 1,200 For the purposes of this study, administration units called "Dongs" were used as sampling locations. In Korea a "Ban" is the smallest administrative unit in urban centres and is comprised of 30 households while a "Dong" is one step larger and is made up of about 45,000 households. Fieldwork locations (Dongs) were randomly selected and screening carried out at every second house starting at the "Dong Office". No more than 10 interviews were conducted in any one Dong. Due to the length of the questionnaire, personal in-home interviewing was conducted. Respondents were screened for eligibility and only one interview was conducted per household. In households with more than one qualified respondent, the person to be interviewed was randomly selected using the next birthday method. A minimum of three contact attempts was made at each selected household. Although no specific quotas were set, a minimum of 50% of the interviews were conducted with males. Pleasure Travel Markets to North America - Soul 1 ; Korea 1 ° r > r) The incidence of eligible respondents in the six sampled cities was determined in the main study to be 15.8%, almost identical to that produced from the omnibus (15.1%). Fieldwork was conducted from December 15, 1990 to February 7, 1991. A copy of the questionnaire used is included in Appendix II. Detailed computer cross-tabulations of all study results have been provided under separate cover. The breaks provided include the following : - By sex, age, and life cycle - By type of package trip, trip description, and ever visited both Canada/U.S. - By important items - By destinations visited and destination most like to visit - By ever visited/interest in visiting Canada/U.S. - By modes of transportation used within Canada/U.S., and region - By provinces in Canada interested in visiting - By miscellaneous destinations in Canada interested in visiting and income - By states in the U.S. interested in visiting - By U.S. census regions interested in visiting - By U.S. tourism regions interested in visiting - By miscellaneous destinations in the U.S. interested in visiting and income - By travel philosophy, benefit and product segments A table showing 95% statistical confidence levels for various base sizes is included in Appendix IV. In general', any results based on a sample size of less than 100 respondents should be viewed with some caution. Results from cells of less than 20 respondents have not been shown. Any boxed or circled observed values have been tested using the table appended to this report. Pleasure Travel Markets to North America - South Korea T °°n EXECUTIVE SUMMARY Pleasure Travel Markets to North America - South Korea 1990 Market size In 1990 the target market was estimated to be 11% of the adult urban population. This represents 2,81 3,400 long haul travelers. Travel behaviour • A total of 74% of the target market had actually taken a long haul vacation trip in the past three years. The remaining 26% planned to take one within the next two years. • The most popular long haul destination was Asia, visited on 42% of long haul trips in the past three years. While the U.S. accounted for 34% of all trips, Canada was a destination for only 6% of trips. • The most common type of trip was one that combined business and pleasure (45%). • The average duration of long haul trips was 18.2 nights, while the median was 9.1 nights. • Long haul trips were most likely to have taken place in the summer (38%) and least likely in the spring (15%). • A total of 20% of long haul travelers went alone, while 24% went with a spouse or girlfriend/boyfriend and 23% were with business associates or colleagues. • Travelers decided on their destination an average of 2.9 months before departure, and booked their trip a mean of 1.1 months before departure. • Travel agents were the most important source of planning information. • A total of 73% of long haul travelers booked at least part of their trip through a travel agent. • A vacation package that included flight or accommodation was used by 43% of long haul travelers. • The trip activities participated in most frequently were sightseeing, shopping, sampling local foods and dining out. • Satisfaction and likelihood of visiting their vacation destination again were both very high. Likely vacation destinations • When asked to name the one place they would most like to visit overseas, the most popular destinations mentioned by respondents were Europe/U.K. (61 %), and the United States (13%). Canada was mentioned by 3%. • Specifically for Canada and the U.S., respondents were asked to name up to eight destinations they were aware of, up to three destinations they were interested in visiting, as well as any destinations they may have visited in the past three years. The most frequent mentions were as follows: Pleasure Travel Markets to North America - South Korea 1 990 Canada United States Awareness Interest Visitation* Awareness Interest Visitation* % % % % % % Ontario (85) (76) (78) California (87) (61) (63) Niagara Falls 57 50 56 Los Angeles 57 29 39 Toronto 42 27 42 Disneyland 27 14 16 Ottawa 20 8 6 San Francisco 25 10 19 Point Pelee Hollywood 7 4 2 Nat. Park 9 5 3 New York (76) (51) (54) Quebec (75) (60) (28) New York City 46 25 34 Montreal 60 45 21 Niagara Falls 28 17 21 Quebec City 22 12 7 Hawaii (50) (37) (24) British Columbia (61) (45) (32) Vancouver 35 24 22 Florida (42) (20) (12) Vancouver Miami 19 8 6 Island 19 14 8 Victoria 8 4 7 Arizona Grand Canyon (39) (23) (22) Nat. Park 34 21 20 Alberta (36) (21) (19) Tuscon 14 6 2 Calgary 23 12 7 Washington, DC. (31) (13) (19) Newfoundland/ Labrador (22) (10) (3) Nevada (24) (9) (14) St. Johns 8 3 3 Las Vegas 22 9 13 * Among those who visited in the past three years. "Interest" refers to the top three places interested in visiting. Perceptions of Canada/U.S. • Marketing strengths might be defined as attributes on which Canada and the U.S. were rated highly, and which were also rated by travelers as being of above average importance to them. Canada's clear strength was its outstanding scenery. As well, Canada was fairly highly rated on hygiene/cleanliness and public transportation. In addition, Canada's interesting and friendly local people, local festivals, wildlife, and national parks and forests received fairly high ratings. The U.S.'s main strength was its opportunities to increase knowledge. It also had a competitive advantage in terms of its outstanding scenery and public transportation. Its museums and art galleries, amusement or theme parks, and national parks and forests were also seen as positive attributes. Another strength was the opportunity to be daring and adventuresome. Pleasure Travel Markets to North America -South Korea 1990 -7 • Weaknesses might be defined as attributes of above average importance on which Canada and the U.S. received relatively poor ratings. Defined in this way, Canada was at a competitive disadvantage in terms of offering inexpensive restaurants, inexpensive travel and budget accommodation. It was also relatively poorly regarded in terms of personal safety, something of great importance to South Korean travelers. Canada's other weaknesses were historical sites, museums and art galleries, and amusement or theme parks. The main weakness for the U.S. was personal safety. Its other important weaknesses were budget accommodation, inexpensive restaurants, interesting and friendly local people, and historical sites. Segmentation • In terms of product segmentation, a total of six groups were identified : - Rural Beach travelers (16% of the total market) seek beaches and the seaside as well as other rural attractions such as lakes/rivers and mountainous areas. They also seek a variety of things to do there including live theatre/concerts, local festivals, amusement/theme parks, camping and outdoor activities such as hiking or climbing. There is an economy side to these travelers in that budget accommodation and inexpensive, fast food restaurants are important to them. - Basic Amenities travelers (14% of the total market) focus almost all of their attention on the basics of a simple vacation such as warm sunny climate, reliable weather, personal safety, standards of hygiene and cleanliness, manageable size so they can see everything they want and public transportation to get around, as well as short guided excursions/tours and local cuisine. Given that their first priority is shopping, they would like to economize on everything else - from inexpensive, fast food restaurants to inexpensive travel within their destination to budget accommodation. - Culture and Comfort travelers (13% of the total market) have an interest in native cultural groups, historic old cities and interesting small towns/villages although they are more interested in such attractions as can be found in big modern cities like museums and art galleries. The comfort aspect of this group's interests is evident with regard to their desire for high quality restaurants, first class hotels and resort areas. - Culture and Nature travelers (14% of the total market) are interested in native and immigrant cultural groups, in cultures different from their own, in historic old cities as well as interesting small towns/villages and historical, archeological or military sites. They also enjoy such outdoor features as wilderness/undisturbed nature, wildlife/birds and activities such as hiking or climbing. There is an economy side to these travelers in that budget accommodation and inexpensive travel within their destination are important to them. - Sports and Entertainment travelers (30% of the total market) like to participate in a variety of sports such as hunting, fishing, snow skiing, water sports, golf and tennis - the specific activities depending on when and where they take their vacations. They also enjoy being entertained in the form of spectator sporting events, nightlife, gambling, live theatre/concerts, etc. Pleasure Travel Markets to North America - South Korea 1 or »0 -8- - Outdoors and Comfort travelers (13% of the total market) are interested in outdoor activities that are not necessarily too physical (e.g. fishing, watching birds or wildlife). The main thing seems to be that they get outdoors, away from crowds, where there is good quality air, water and soil in an undisturbed natural environment such as a national park or forest. Paying for comfort appears to be an important priority. • Travel philosophy segmentation resulted in identifying four groups of South Korean travelers: - Enthusiastic Independent travelers (23% of the total market) heartily embrace independent travel. They enjoy making their own travel arrangements, whether in advance or as they go along, and reject package vacations. More important than the cost of travel is its value to these travelers, who are the most likely to agree that money spent on travel is money well spent. - Luxury Guarded travelers (37% of the total market) have a somewhat conservative approach to travel, preferring to stay put in a destination familiar to them rather than traveling from place to place or to somewhere new. Though willing to spend money on luxuries, they do not feel they must travel in order to enjoy a vacation. Instead, they would sooner spend money on other things and not bother making travel arrangements, which are otherwise left to their travel partners. - Budget Independent travelers (21% of the total market) enjoy making their own travel arrangements, although these can be a bother to them. While avoiding package tours and luxuries in general, they seek to travel inexpensively (e.g. take advantage of reduced air fares) and not spend a lot on their vacation. - Package travelers (19% of the total market) show a preference for package travel, partly for the ease of arrangements it offers them to have their travel agent/co-travelers organize things, but also because it is a good way to travel from place to place and see new places on each trip. • Benefits segmentation resulted in the following four groups: - Family Getaway travelers (21% of the total market) want to get away from the demands of home and/or a busy job, preferring to experience a simpler lifestyle, free to act the way they feel even if it means doing nothing at all. While wanting to escape the ordinary, they also want to make their vacation a safe and secure, home-away-from-home, family experience. - Sports travelers (35% of the total market) are mainly interested in sporting activities, whether participating in sports or watching sports events. This seems to be equated with luxury and, perhaps, some status when they talk about it after their trip. - Adventure travelers (20% of the total market) say that they like to "rough it", by which it appears they mean that they like to feel daring and adventuresome experiencing new/different lifestyles in a foreign destination their friends have never seen. In this manner they find thrills and excitement while learning new things to increase their knowledge. - Family travelers (24% of the total market) see travel as a chance primarily to be with family and friends while on vacation, either in places where their family came from or in historically important places where they can expect to learn something. Pleasure Travel Markets to North America - South Korea 1990 MAIN FINDINGS Pleasure Travel Markets to North America - South Korea 1990 1. MARKET SIZE Overall, South Korean travelers took a total of about 1,600,000 trips outside of Korea in 1990. Travel to the U.S. was reportedly 209,000 and to Canada 35,500 in the same year. It should be noted, however, that these figures include business trips by any mode of transportation, trips of one night or more, and trips by children. In other words, these figures do not reflect the definition of long haul trips as used in this study. Also, prior to 1989, South Korean International travel had been restricted to business trips. Pleasure travel is on the increase, with Japan being the most popular destination overall and the U.S. the most popular in the long haul market. This increase is expected to continue for about 10 years. From results of the present survey, it was estimated that the size of target market was approximately 2,81 3,400 or 1 1 % of the total adult population. (Reference: Exhibit 1) The target market* reflects similar age distributions as seen for the general population. When the two groups are compared on education, however, the target market is heavily skewed to the higher levels. (Reference: Exhibit 2) Travelers 18 years of age or over who took a vacation trip of four nights or longer by plane outside Korea, Japan and China in the past three years, or intended to take such a trip in the next two years. Pleasure Travel Markets to North America - South Korea 1990 10- EXHIBIT1 TARGET MARKET South Korean population 18 years or over 0) Incidence of target market Size of target market 25,576,000 11% 2,813,400 Actual number of business or pleasure trips of one night or longer by any mode of transportation outside Korea (includes children under 18 years): - To any destination (2) - To Canada (3) - To the U.S. (4) 1,600,000 35,500 209,000 C) Population and Housing Census Report, 1989 (2) Korean National Tourism Corporation, 1990 (3) Statistics Canada figures for 1990 (4) USTTA figures for 1990 EXHIBIT 2 COMPARATIVE TARGET MARKET DEMOGRAPHICS Age 18 -24 years 25 -34 years 35 -44 years 45 - 54 years 55 -64 years 65 years or more Education Some/completed primary school Some/completed middle school Some/completed technical school Some/completed college/university Average monthly household expenditures in thousands of Won 30% Tarqet market % 20 28 23 16 10 4 4 3 20 74 915.9 33% General population * % 20 26 21 9 (45-49) 24(50 + ) 26 17 36 21 n/a From national omnibus. Pleasure Travel Marketsto North America - South Korea 1990 11 - 2. PAST TRIP BEHAVIOUR - 4 NIGHTS OR MORE This section of the report examines the number and characteristics of recent trips of four nights or longer made by South Korean travelers in the target market. 2.1 Number of pleasure trips in past 3 years A total of 74% of respondents had taken a pleasure trip of four nights or more by plane outside of Korea, Japan and China in the past three years i.e. had taken a long haul trip. This means that 26% of respondents were in the sample by virtue of the fact that they intended to take such a trip in the next two years. (Reference: Exhibit 3) EXHIBIT 3 PLEASURE TRIPS 4 NIGHTS OR MORE IN THE PAST 3 YEARS BY PLANE OUTSIDE OF KOREA, JAPAN AND CHINA Total respondents 1200 % Yes 74 No 26 Pleasure Travel Markets to North America - South Keren 1°°^ 12 In terms of more general travel behaviour, the strong travel orientation of the sample was reflected in the fact that 88% of respondents had taken a pleasure trip of at least four nights in the past three years, with 83% having taken such a trip by plane. (Reference: Exhibit 4A) Of the respondents who had taken a pleasure trip of four nights or more, about three-quarters (72%) had taken more than one trip, with a mean of 3.9 pleasure trips of four nights or more. Of those who had taken a pleasure trip of four nights or more by plane , 60% had taken multiple plane trips, with a mean of 2.9 such trips. (Reference: Exhibit 4B) EXHIBIT 4A PLEASURE TRIPS 4 NIGHTS OR MORE IN PAST 3 YEARS Total respondents (100%) Yes No By any mode of transportation 1200 By plane 1200 % % 88 83 12 17 EXHIBIT 4B NUMBER OF PLEASURE TRIPS 4 NIGHTS OR MORE TAKEN IN PAST 3 YEARS Total respondents who took a trip (100%) 1 2 3 4 5 6 or more Mean By any mode of transportation By plane 1060 997 % % 28 41 20 25 16 10 72% 14 7 12 7 14 7 60% 3.9 2.9 Pleasure Travel Markets to North America - South Korea 1990 13- Of the respondents who had taken a pleasure trip of four nights or more by plane in the past three years, 39% had traveled in South Korea, and 26% had traveled in Japan or China. A total of 89% of such respondents had taken a trip to somewhere other than South Korea, Japan or China i.e. had taken a long haul trip. (Reference: Exhibit 5A) About one-third (29%) of travelers who had visited a long haul destination by plane had taken more than one such trip in the past three years. The mean was 1.7 long haul trips. (Reference: Exhibit 5B) EXHIBIT 5A WHERE TAKEN ANY PLEASURE TRIPS 4 NIGHTS OR MORE IN PAST 3 YEARS BY PLANE Total respondents who took plane trip (100%) Yes No Outside Korea Japan or China Korea, Japan and China 997 997 997 % % % 39 26 89 61 74 11 EXHIBIT 5B NUMBER OF PLEASURE TRIPS 4 NIGHTS OR MORE IN PAST 3 YEARS BY PLANE BY PLANE TO Total respondents who took pleasure trips 4 + nights by plane to that destination (100%) 3 or more Mean Korea 390 % 63 15" 22 2.3 Japan or China 259 37% 64 19 17 2.0 36% Outside Korea, Japan and China 884 % 72 16 13 29% 1.7 Pleasure Travel Markets to North America - South Korea 1 990 -14- 2.2 Destination of two most recent trips Respondents who had traveled on a long haul trip were asked which destinations they had been to on their most recent and second most recent pleasure trips in the past three years. The most popular vacation destination overall was the Asia (42%), the U.S. (34%) and Europe and the U.K. (17%). Destinations visited to a much lesser extent were Canada (6%), Australia/New Zealand (3%) and the Near and Middle East (2%). In terms of demographics, travelers to Canada had profiles very similar to travelers to other destinations. Travelers to U.S. were disproportionately likely to be older and married. (Reference: Exhibits 6 & 7) EXHIBIT6 DESTINATION OF TWO MOST RECENT LONG HAULTRIPS IN PAST 3 YEARS* Asia Total U.S.(unduplicated) U.S. Mainland Hawaii/Guam/Samoa Europe/United Kingdom Canada Australia/New Zealand Near/Middle East Africa Mexico Central/South America Other psspfe :--::,■:■■'•■.■■.•■;■■:•.'•—■ mm- ■-.■■■ ■■■■■.■..■.. •■.-■■■•.-■_...■ . . ■ ■ ■ . ,..■...-. mmmmm Mil HfpL %$Wy fmppii :.:: — — ■ ' :::■:;'.'■'::.::.' 6i ■' ■::■ ''' : :: : : : : : : : : :: ; : : ; : ; : : : : : : : : ; : : : : : : : : : : : : : :v: : : ; - : : ; x : : ; >x : ; : : : ; : : : : : : : ;o: : : : : : : ; :->: : : : : : : : : : : 42% BajgiTOKfei j U M Mm fi M^M .JHi lH :-:-:■: ;■-:•>:■:■:-:-:•;■: ■.-.-l-.-.v.-.v-v.v.-. ■./.-. .■-■-■.-.■ ■ .-.v.v.v/1-.v.v.w.-. 34% 31% 5% m^ # 17% 6% 3% I 2% 1% 1% 1% 1 1% 10 20 30 40 50 % of trips * Based on 1,135 trips comprised of 884 most recent trips and 251 second most recent trips Pleasure Travel Markets to North America Soutf. ^nmn ir >nr) 15 EXHIBIT 7 DEMOGRAPHICS OF VISITORS TO KEY DESTINATIONS SITED** DESTINATION V U.S. Hawaii/ Main- Guam/ Total Canada Total land Samoa Other Total respondents (100%) 1200 53 283 256 41 594 % % % % % % Sex Male 54 47 58 58 59 57 Female 46 53 42 42 41 43 Age 18- 24 years 20 13 ® 13 17 ® 25 - 34 years 28 25 25 25 27 27 35 -44 years 23 17 25 25 17 26 45 - 54 years 16 28 19 21 17 16 55 - 64 years 10 9 12 11 15 12 65 years or over 4 8 6 6 7 4 Marital status Single 31 28 23 22 32 26 Married 66 70 75 I 761 68 71 Living together * - - - - Divorced/separated/widowed 3 2 2 2 - 3 Occupation Owner/self employed 1 - 1 1 - 1 Manager/executive 3 - 3 3 5 4 Professional/technical 16 20 19 19 21 19 Clerical/sales 23 26 23 23 21 25 Skilled worker 2 2 1 2 - 2 Unskilled worker * 2 * * - - Student 18 14 14 13 23 14 Retired 11 10 10 11 5 11 Housewife 20 26 25 24 26 19 Other 7 2 3 4 - 6 Reqion Seoul 53 53 58 58 54 49 Pusan 19 15 15 15 17 24 Taegu 11 9 8 9 5 12 Incheon 8 6 9 8 15 5 Kwangju 5 6 5 5 5 6 Taejon 5 11 5 6 5 4 * Less than 0.5% ** On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1Of >0 16- EXHIBIT 7 (cont'd) DEMOGRAPHICS OF VISITORS TO KEY DESTINATIONS DESTINATION VISITED 1 Total respondents (100%) Education Some/completed primary school Some/completed middle school Some/completed high school Some/completed college/university Life cycle Living alone Living with one adult Single with children Couple with children Other Living arrangement Live alone Living with children Living without children Mean no. of adults 18 years or over in household Whether any children under 18 years £ in household Yes No Average monthly expenditures in Won 300,000 and under 310,000-500,000 510,000-700,000 710,000-900,000 910,000- 1,100,000 1,110,000- 1,500,000 1,510,000-2,000,000 2,010,000 and over Mean (Won x 1,000) U.S. Hawaii/ Main- Guam/ Total Canada 53 Total 283 land 256 Samoa 41 Other 1200 594 % % % % % % 4 2 4 4 5 6 3 4 5 4 7 2 20 15 13 13 10 18 74 79 79 79 78 74 1 2 * * 2 8 3 9 8 10 10 12 11 11 10 15 9 48 49 50 52 42 52 31 34 30 29 34 29 1 2 * * 2 60 60 61 62 56 60 39 38 39 38 44 38 3.3 3.4 3.2 3.2 3.2 3.3 60 60 61 62 56 60 40 40 39 38 44 40 3 . 1 1 . 4 15 11 12 12 10 17 19 15 18 18 12 19 16 13 16 17 17 16 23 36 25 27 15 20 14 11 16 15 22 13 7 11 8 6 22 8 3 2 4 4 2 3 915.9 993.2 979.1 961.1 1125.0 899.5 * Less than 0.5% ** On the one long haul trip as described in Section 2.5. respondents had more than one destination individual columns. Note: Boxed and circled numbers represent those referred to in the main text. Some respondents did not take such a trip. Some Accordingly, the total column does not reflect the sum of the Pleasure Travel Markets to North America - South Koro-i ir »^n 17 2.3 Type of two most recent trips When asked what type of trip they had taken on their most and second most recent trips to any long haul destination, by far the most frequent mention given by respondents were trips that combined business and pleasure (45%) and touring trips (36%). The next most common type were trips to visit friends and relatives (15%). A variety of other trip types received relatively fewer mentions. (Reference: Exhibit 8) EXHIBIT8 TYPE OF TWO MOST RECENT LONG HAUL TRIPS' Touring trip (36%) Resort trip (*) Visit to friends and relatives (15%) Outdoors (1%) Other (3%) City trip (2%) /Trip to exhibition, special event, theme park (2%) Trip that combined business and pleasure (45%) * Less than 0.5% ** Based on 1,1 35 trips comprised of 884 most recent trips and 251 second most recent trips. Note: For full descriptions of the trip types discussed in this section see Card B in Appendix II. Pleasure Travel Markets to North America - South Korea 1 990 18 The incidence of combined business and pleasure trips was about the same for trips to all destinations. A trip to Canada, however, was comparatively more likely to be to visit friends and relatives (39%), and less likely to be a touring trip (19%), than was a trip elsewhere. A trip to a destination outside North America was more likely to be a touring trip (46%). (Reference: Exhibit 9) EXHIBIT9 TYPE OF LONG HAULTRIP** DESTINATION VISITED Total Canada U.S. Total Main- land Hawaii/ Guam/ Samoa Other Total trips taken by respondents (100%) 1135 67 386 350 52 737 % % % % % % Combined business and pleasure 45 40 46 48 35 44 Touring trip 36 19 19 16 46 | 46 | Visit to friends and relatives 15 39 1 I 32 | 34 15 5 City 2 2 1 1 - 2 Exhibition, special event or theme park 2 - 1 1 - 2 Outdoor trip 1 - * * - 1 Resort * _ 1 1 4 * * Less than 0.5% ** Total most recent and second most recent trips Note: Boxed numbers represent those referred to in the main text. Pleasure Travel Markets to North America -South Korea 1990 19- 2.4 Mode of transportation used within Canada and mainland U.S. Respondents who had visited either Canada or the mainland U.S. were asked which modes of transportation they used within each country on their trip. In the mainland U.S., the most popular modes of transportation used were, a plane (66%), and private car (61%). In Canada, private car (57%) was by far the most popular mode of transportation used, with a rented car (31%) in second place. This result would likely be a reflection of the relatively high incidence of VFR trips to Canada and the U.S. (Reference: Exhibit 10) EXHIBIT 10 MODE OF TRANSPORTATION USED WITHIN CANADA AND MAINLAND U.S. Total trips taken by respondents (100%)' Rented car Plane Private car Bus (between cities) Public transportation (within cities) Train Boat Camper or RV Other Canada Mainland U.S. 67 350 /o 31 /o 30 28 66 57 61 5 13 16 30 8 10 8 10 - 3 13 24 Total most recent and second most recent trip Pleasure Travel Markets to North America - South Korea 1990 20 2.5 Number of nights away Detailed trip characteristics were obtained about the long haul trips taken by respondents in the past three years i.e. about the pleasure trips by plane lasting four nights or more to destinations outside of Korea, Japan and China. Respondents who had taken only one such trip were asked about that trip; those who had taken two or more such trips were asked about either their most recent or their second most recent trip on a random basis. The average duration of these long haul trips was 18.2 nights. The majority of respondents (73%) spent less than 17 nights on their trips, and the median was 9.1 nights. Trips that included Canada appear to have been somewhat longer than were trips to other destinations. (Reference: Exhibit 11) Total respondents took long haul trip (100%) 4-6 nights 7-9 nights 10- 16nights 17 -29 nights 30 -59 nights 60 or more nights Mean + Median + EXHIBIT 11 NUMBER OF NIGHTS AWAY ON LONGHAULTRIP* TRIPS THAT INCLUDED** anada U.S. Total C Total Main- land Hawaii/ Guam/ Samoa Other 884 53 283 256 41 594 % % % % % % 30 9 18 13 44 36 20 73% 17 18 19 10 20 23 19 25 26 20 22 14 30 20 22 15 12 9 17 13 14 12 7 5 8 5 5 - 5 18.2 29.7 20.5 21.7 14.3 17.3 9 J_ 18.0 12.7 13.7 1A 8,2 Outside Korea, Japan and China On the one long haul trip as described in Section 2.5 Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Reflects the length of stay of the entire trip, not necessarily the number of nights in Canada or the U.S. Pleasure Travel Markets to North America - South Korea 1 900 -21 2.6 Month of departure The summer months (38%) were the most popular for long haul travel followed by winter (26%) and fall (22%). Undoubtedly, availability of holiday time affected these choices. Spring was the least favoured season for travel (15%). Season of travel was not a factor affected by destination. EXHIBIT 12 (Reference: Exhibit 12) MONTH LONG HAUL TRIP WAS STARTED DESTINATION VISITED* U.S. Hawaii/ Main- Guam/ Total Canada Total land Samoa Other Total respondents took long haul trip (100%) 884 53 283 256 41 594 % % % % % % Winter (26) (21) (23) (22) (22) (26) December 10 11 7 7 10 11 January 9 4 8 7 10 10 February 7 6 8 8 2 6 Sprinq (15) (17) (13) (14) (7) (15) March 5 4 3 4 2 6 April 5 4 3 3 - 6 May 5 9 7 7 5 4 Summer (38) (49) (42) (41) (51) (36) June 8 15 11 11 12 7 July 16 19 16 16 22 16 August 14 15 14 14 17 13 Fall (22) (13) (23) (23) (20) (22) September 5 2 4 5 - 5 October 9 6 9 9 7 9 November 8 6 10 10 12 8 On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Pleasure Travel Markets to North America - South Korea 1990 22- 2.7 Traveling party Among travel parties that did not include children the mean number of members was 4.4. Parties that included children were larger with 5.8 members on average. Party size did not vary much by destination visited. (Reference: Exhibit 13) Only 20% of long haul travelers went on their trip by themselves, while 24% went with their wife/husband/girlfriend/boyfriend, 23% with business associates and 21% with a club or association. (Reference: Exhibits 14and 15) EXHIBIT 13 NUMBER OF PEOPLE IN IMMEDIATE TRAVEL PARTY DESTINATION VISITED 1 Parties without children under 18 years Total respondents took long haul trip without children (100%) 1 2 3 4 5 or more Mean U.S. Hawaii/ Main- Guam/ Total Canada Total Land Samoa Other 788 47 241 216 34 + 541 % % % % % % 23 32 29 28 27 19 26 26 33 34 32 24 8 11 7 6 9 9 4 2 3 3 3 5 39 30 28 29 29 43 4.4 3.6 3.6 3.6 3.9 4.7 Parties with children under 18 years Total respondents took long haul trip with children (100%) 2 3 4 5 or more Mean 96 % 8 18 23 51 5.8 6+ + 42 40+ 7 + 53 % % % 7 8 8 24 25 13 36 35 13 33 33 66 5.1 5.0 6.4 + + On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Small base size Data omitted due to small base size Pleasure Travel Markets to North America - South Koroa ir >^0 -23- EXHIBIT 14 PEOPLE TRAVELED WITH ON LONG HAUL TRIP* Wife/husband/ girlfriend/boyfriend Business associates/ colleagues Organized group/ club, etc. Traveled alone Friends Child(ren) Other relatives Father/mother 24% 23% §mm' xs&v&SV- 14% 3% 10 20 30 Based on 884 respondents who took a long haul trip. % of trips Pleasure Travel Markets to North America - South Korea 10 n 24 EXHIBIT 15 PEOPLETRAVELEDWITH ON LONG HAUL TRIP DESTINATION VISITED* Total respondents took long haul trip (100%) Wife/husband/girlfriend/boyfriend Business associates/colleagues Organized group/club/etc. Traveled alone Friends Child(ren) Other relatives Father/mother Canada U.S. Total Total Main- land Hawaii/ Guam/ Samoa Other 884 53 283 256 41 591 % % % % % % 24 23 27 25 42 23 23 17 21 22 15 24 21 17 16 16 17 23 20 28 24 24 22 17 14 11 7 7 5 16 6 6 10 11 12 4 3 2 3 3 - 3 3 8 5 5 7 2 On the one long haul trip as described in Section 2 5 Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Pleasure Travel Markets to North America - South Korea 1990 25 2.8 How long before leaving was destination decided and trip booked For just over half (56%) of all long haul trips the decision to go was made within 2 months of departure. The median was 1.7 months. The mean lead time was 2.9 months, with the figure being slightly higher among travelers to Canada (3.5 months) than among those who visited the U.S. and other destinations (3.0 months). (Reference: Exhibit 16) EXHIBIT 16 NUMBER OF MONTHS BEFORE LEAVING WAS DESTINATION DECIDED DESTINATION VISITED* Total respondents took long haul trip (100%) 1 month or less Over 1 month to 2 months Over 2 months to 3 months Over 3 months to 4 months Over 4 months to 5 months Over 5 months to 6 months Over 6 months Mean Median U.S. Total Canada Tota Main- I land Hawaii/ Guam/ Samoa Other 884 53 283 256 41 594 % % % % % % 37 19 5 6o/o 28 23 51* 3 * 22 56% 22 27 15 38 l< 18 ! 17 17 17 17 22 17 3 2 4 4 5 3 3 2 2 1 7 4 10 9 10 9 17 10 11 19 11 11 7 11 2.9 3.5 3.0 2.9 3.2 3.0 1.7 2.C 1 1.7 1.7 2.4 1.7 56% On the one long haul trip as described in Section 2 5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Pleasure Travel Markets to North America -South Korea 1990 26 In terms of actually booking the trip, the lead time involved was much shorter. The mean was 1.1 months, while the median was 0.8 months. (Reference: Exhibit 17) EXHIBIT 17 NUMBER OF MONTHS BEFORE LEAVING WAS TRIP BOOKED DESTINATION VISITED* Total respondents took long haul trip (100%) y month or less Over T month to 1 month Over 1 month to 2 months Over 2 months to 3 months Over 3 months Mean Median Canada U.S. Total Tota Main- I land Hawaii/ Guam/ Samoa Other 884 53 283 256 41 594 % % % % % % 25 49_ 74% 17 51 68% 28 48 29 76% " 48 12 56 24 49_ 12 11 11 10 17 13 8 11 6 7 5 9 6 10 7 7 10 6 1.1 1.3 1.1 1.1 1.3 1.1 0.8 0.£ I 0.7 0.7 0.8 0.8 73% On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Pleasure Travel Markets to North America - South Koron 10^0 -27 2.9 Sources of information used in planning A variety of sources were used by long haul travelers in planning their trips, with an average of 1.9 mentions per respondent. The most frequent mentions were a travel agent (56%), followed by friends/family (40%) and clubs/associations (30%). Other sources were used to a much lesser extent. The strong influence of travel agents was evident from the 32% who named them as the single most important source of planning information. Friends/family were second at 22% along with clubs and associations with 23%. These results strongly indicate how important it is to keep travel agents well informed and stocked with product possibilities as well as meeting the needs of traveling clubs and organizations. (Reference: Exhibit 18) EXHIBIT 18 SOURCES OF INFORMATION USED IN PLANNING A LONG HAULTRIP Total respondents took long haul trip (100%) Travel agent Friends/family Clubs/associations Brochures/pamphlets Books/library Tour operator/company Airline Newspaper/magazine articles Government tourism office/board Embassy/consulate Advertisements Automobile associations Other No sources used to plan trip Mean number of sources of information used Sources used Most important sources used 884 884 % % 56 32 40 22 30 23 19 4 11 5 11 5 8 2 7 2 6 2 4 2 3 * 1 1.9 * Less than 0.5% Pleasure Travel Markets to North America - South Korea 1990 28- The information sources used by travelers to Canada were basically the same as those used by travelers to other destinations. Those traveling to the U.S., however, indicated a somewhat stronger reliance on friends and relatives than travelers to other destinations. (Reference: Exhibit 19) EXHIBIT 19 MOST IMPORTANT SOURCES OF INFORMATION USED IN PLANNING A LONG HAUL TRIP DESTINATION VISITED 1 Total Canada U.S. Total Main- land Hawaii/ Guam/ Samoa Other Total respondents took long haul trip (100%) 884 53 283 256 41 594 % % % % % % Travel agent 32 29 30 30 32 34 Clubs/associations 23 23 21 22 10 24 Friends/family 22 27 30 30 32 18 Books/library 5 6 5 5 5 4 Tour operator/company 5 6 4 4 10 6 Brochures/pamphlets 4 6 4 5 7 3 Airline 2 2 2 2 - 2 Embassy/consulate 2 - 2 2 - 2 Newspaper/magazine articles 2 - 1 * 5 2 Government tourism office/board 2 2 * * - 3 Advertisements * - - - - * Other * - - - - 1 No sources used 1 _ 1 1 _ 1 Less than 0.5% ** On the one long haul trip as described in section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Note: Boxed numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea loon 29- 2.10 Whether a package trip A total of 43% of long haul travelers had either their flight or their accommodation booked as part of a vacation package. This figure included 42% of travelers who had their flight booked as part of the package, and 41 % who had their accommodation booked as part of the package. Guided tour packages were included in 36% of long haul destinations. Few South Koreans said that they rented a car. Following the fieldwork it was discovered that their concept of a "rented" vehicle included tour buses and vans. Accordingly the presentation of the data has been adjusted to reflect this. The use of packages was proportionately less frequent among visitors to the U.S. (28%) and more frequent for those traveling to destinations outside of North America (50%). (Reference: Exhibit 20) EXHIBIT 20 WHETHER PACKAGE VACATION AND WHAT COMPONENTS WERE INCLUDED IN PACKAGE DESTINATION VISITED* Total respondents took long haul trip (100%) Yes Flight Accommodation Guided tour (rented car) U.S. Hawaii/ Main- Guam/ Total Canada Total land Samoa Other 884 53 283 256 41 594 % % (34) 28 % @> 26 % (26) 24 % % (43) (44) (50) 42 44 50 41 25 25 23 44 49 36 28 22 28 39 44 Flight/accommodation Flight/accommodation/guided tour (rented car) Other package combinations 35 2 21 11 20 4 17 4 38 43 2 No (57) (66) (72) (74) (56) (50) * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1 990 -30- 2.11 Where booked Most (81%) of the packages were booked through a travel agent, directly with a tour operator or holiday company. Only 16% were booked (Reference: Exhibit 21) Among respondents whose flight was not part of a package (i.e. whose flight was independent), 67% booked it through a travel agent. A further 34% booked it directly with the airline. (Reference: Exhibit 22) Among respondents whose accommodation was not part of a package, only a relatively small number booked through a travel agent (20%). The majority either stayed with friends or relatives (35%) or booked directly with the hotel (34%). Seventeen percent did not book in advance. The proportion staying with friends and relatives was especially high in Canada and the U.S. (Reference: Exhibit 23) A summary of unduplicated mentions of booking sources confirms the pattern that is already apparent i.e. that the majority (73%) of all trip takers used a travel agent to book at least part of their holiday. A total of 20% of travelers booked their trip (or part of their trip) through an airline, and 7% through a tour company. While 20% stayed with friends and relatives, 19% booked directly with a hotel. (Reference: Exhibit 24) EXHIBIT21 WHERE PACKAGE WAS BOOKED DESTINATION VISITED* Total Canada U.S. Total Main- land Hawaii/ Guam/ Samoa Other Total respondents took package vacation (100%) 368 18 + 76 64 18 + 290 % % % % Travel agent 81 80 81 80 Tour operator/holiday company 16 16 14 16 Airline 3 3 3 3 Other 1 1 2 1 On the one long haul trip as described in Section 2 5 Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Data omitted due to small base size Pleasure Travel Markets to North America - South Korea 1990 -31 EXHIBIT 22 WHERE INDEPENDENT FLIGHT WAS BOOKED DESTINATION VISITED* Total respondents took package vacation (100%) Travel agent Airline directly Canada U.S. Total Total Main- land Hawaii/ Guam/ Samoa Other 515 38 + 209 194 23 + 300 % % % % % % 67 62 61 63 45 71 34 38 39 37 55 29 EXHIBIT 23 WHERE INDEPENDENT ACCOMMODATION WAS BOOKED DESTINATION VISITED* Total respondents used independent accommodation (100%) Stayed with friends/relatives Directly with hotel, etc. Travel agent Did not book in advance anada U.S. Total C Total Main- land Hawaii/ Guam/ Samoa Other 515 40 + 213 198 23 + 304 % % % % % % 35 63 |52| 52 41 21 34 18 31 30 32 38 20 16 13 12 18 27 17 13 13 13 9 19 Other On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Small base size Pleasure Travel Markets to North America - South Korea 1 990 32- EXHIBIT24 WHERE COMPONENTS OF LONG HAULTRIP WERE BOOKED DESTINATION VISITED* U.S. Hawaii/ Main- Guam/ Total Canada Total land Samoa Other Total respondents took long haul trip (100%) 884 53 283 256 41 594 % % % % % % Travel agent 73 65 66 67 58 77 Airline 20 27 28 27 28 15 Tour company/holiday company 7 6 4 4 10 8 Direct with hotel etc. 19 14 22 23 18 18 Stayed with friends/relatives 20 46 38 39 23 10 Did not book in advance 9 10 9 10 5 9 Other On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Pleasure Travel Markets to North America - South Korea 1990 -33 2.12 Activities taken part in Respondents were read a list of 38 activities that people might participate in during a holiday, and were asked to name the ones that they had actually taken part in on their trip. The most frequent mentions were such activities as sightseeing in cities (94%), shopping (92%) and sampling local foods (92%). Other popular activities included dining out in restaurants (87%), taking pictures/filming (85%) and visiting scenic landmarks (75%). Of more interest were the activities participated in by those going to either Canada or the U.S. The following are examples of higher than average mentions for each destination: Canada - Visiting wilderness areas (77%) - Visiting national parks or forests (77%) - Visiting friends or relatives (64%) U.S. - Visiting friends or relatives (61%) - Visiting the seaside (59%) - Visiting casinos/gambling (31%) As can be seen, there were only a very few activities that differentiated trips to Canada and the U.S. from trips to other destinations. This might be attributed to the high proportion of VFR trips for which the overall "activity level" would be lower than on more touring oriented trips. The following are examples of lower than average mentions for the U.S. U.S. - Visiting places of archeological interest (24%) - Visiting places of historic interest (54%) (Reference: Exhibit 25) Pleasure Travel Markets to North America - South Korea 1 non -34 EXHIBIT 25 ACTIVITIES TAKEN PART IN DURING LONG HAUL TRIP DESTINATION VISITED* Total respondents took long haul trip (100%) Sightseeing in cities Shopping Sampling local foods Dining out in restaurants Taking pictures/filming Visiting scenic landmarks Visiting places of historic interest Visiting galleries/museums Going on short guided excursions or tours Visiting amusement or theme parks Visiting sites commemorating important people Visiting national parks or forests Visiting wilderness areas Visiting the seaside Attending festivals/special events Touring the countryside Visiting friends or relatives Getting to know the local inhabitants Visiting mountainous areas Visiting places of archeological interest Taking a day cruise Swimming Sunbathing/beach activities U.S. Hawaii/ Main- Guam/ Total Canada Total land 256 Samoa 41 Other 884 53 283 594 % % % % % % 94 90 93 93 90 94 92 92 93 93 93 91 92 87 89 88 90 93 87 89 91 91 90 85 85 87 86 86 85 85 75 83 76 75 85 73 65 69 (54) 53 61 I 71 | 62 69 59 62 44 63 61 56 60 60 59 62 59 60 65 65 54 56 59 62 53 53 56 62 58 77 61 63 51 56 55 77 60 62 49 53 50 56 | 59 55 88 47 42 40 44 46 34 42 40 42 39 38 46 41 35 64 61 63 44 (23) 34 37 29 29 34 36 34 50 33 34 29 34 33 37 @) 24 22 37 33 39 28 27 29 35 32 29 34 31 66 32 32 35 38 33 66 30 On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Koroa 19^0 35 EXHIBIT 25 (cont'd) ACTIVITIES TAKEN PART IN DURING LONG HAULTRIP DESTINATION VISITED* Total respondents took long haul trip (100%) Visiting nightclubs, etc. Climbing, hiking, etc. Attending concerts/live theatre Visiting casinos/gambling Observing wildlife/bird watching Visiting places of importance in military history Attending sporting events Water sports Golfing/tennis Fishing Visiting health spas Taking a cruise of one or more nights Snow skiing Horse riding Hunting U.S. Hawaii/ Main- Guam/ Total Canada Total land Samoa Other 884 53 283 256 41 594 % % % % % % 32 23 32 31 29 32 30 35 26 27 22 32 28 33 29 30 27 29 19 21 |31| 33 27 14 18 23 18 18 20 18 13 17 17 15 34 12 10 17 12 13 15 9 10 10 9 7 22 12 7 6 13 14 7 5 6 6 12 12 15 3 4 10 6 6 10 3 3 4 3 3 _ 3 3 2 4 4 2 2 2 - 2 2 - 2 1 - 1 1 2 1 On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 19°0 -36- 2.13 Satisfaction and likelihood of returning Long haul travelers were well satisfied with their trips to all destinations. A total of 90% said that they were very or somewhat satisfied. Only 10% of the travelers felt they were not very satisfied. Satisfaction levels did not vary significantly by destination. (Reference: Exhibit 26) Overall, respondents seemed interested in returning to previously visited destinations. In total, 78% said they would be very or somewhat likely to return, including 45% who said they would be very likely to do so. Interest in returning was slightly higher for the U.S. (84%) than for other destinations. (Reference: Exhibit 27) EXHIBIT 26 DEGREE OF SATISFACTION WITH LONG HAULTRIP DESTINATION VISITED ** Total respondents took long haul trip (100%) Very satisfied Somewhat satisfied Not very satisfied Not at all satisfied I Canada U.S. Tota Tota Main- I land Hawaii/ Guam/ Samoa Other 884 53 283 256 41 594 % % % % % % 44 4JL 53 90% 40 93% 47 4_6 47 93% 47 61 32 42 4_7 89 10 8 6 7 5 11 * _ * _ 2 * Mean + 3.3 3.5 3.4 3.4 3.5 3.3 * ** Less than 0.5% On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Based on "very satisfied" = 4 and "not at all satisfied" = 1 Pleasure Travel Markets to North America - South Korr>a 1 °°0 37 EXHIBIT27 LIKELIHOOD OF RETURNING TO SAME LONG HAUL DESTINATION DESTINATION VISITED* Total respondents took long haul trip (100%) Very likely Somewhat likely Not very likely Not at all likely n vacation on vacation and aided (unaided) (aided) mentions 1121 1124 1192 % % % 78 42 87 65 26 76 35 18 50 25 17 39 24 9 31 18 30 42 14 12 24 13 8 19 11 14 23 9 7 15 5 4 8 5 11 15 4 5 8 24 40 52 91 70 96 6 5 10 6 6 10 15 20 30 31 31 51 31 18 43 16 16 27 Pleasure Travel Markets to North America - South Koren 1 r >°n -48 EXHIBIT 32B (cont'd) VACATION DESTINATIONS IN U.S. - AWARENESS 5 places 3 more people places people might go might go Total unaided on vacation on vacation and aided (unaided) (aidedl mentions Total respondents mentioned a place (100%) 1121 1124 1192 % % % 1 1 Census Divisions West North Central 5 7 10 East South Central 4 6 9 New England 6 5 10 Middle Atlantic 67 31 79 Middle Atlantic (excluding New York) 5 7 11 East North Central 15 15 26 South Atlantic 42 43 65 South Atlantic (excluding Florida) 29 17 40 West South Central 12 15 25 Mountain 40 40 62 Pacific 83 55 92 Pacific (excluding California) 18 19 33 Pacific Islands 36 20 51 Atlantic Islands * * * Specific Destinations Los Angeles 49 12 57 New York City 39 9 46 Grand Canyon National Park 24 12 34 Niagara Falls 20 11 28 San Francisco 17 9 25 Disneyland 17 11 27 Las Vegas 14 9 22 Miami 9 12 19 Chicago 9 6 14 Hollywood 7 1 7 Tucson 5 10 14 Rocky Mountain National Park 4 5 8 * Less than 0.5% Pleasure Travel Markets to North America - South Korrt i or >0 -49 3.4 Places in U.S./Canada ever visited and visited in past 3 years A relatively low proportion of respondents had visited destinations in North America at some time. Less than one third (29%) had been to the U.S. while only 8% had been to Canada. The incidence of visitation in the past three years was slightly lower at 24% for the U.S. and 6% for Canada. Undoubtably the travel constraints on South Koreans previous to 1989 is showing effect here. (Reference: Exhibit 33) Respondents were asked to name the places they had ever visited in Canada and the U.S., as well as those they had visited in the past three years. Not surprisingly the responses to these two questions tended to be correlated. The comments that follow relate to the destinations visited in the past three years as these would presumably better reflect current tastes of Korean travelers: Canada - Among respondents who had traveled to Canada in the past three years, the most popular destinations were in Ontario (78%, mainly Toronto and Niagara Falls). Next in line were British Columbia (32%, mainly Vancouver), and Quebec (28%, mainly Montreal and Quebec City). (Reference: Exhibit 34A) U.S. - The state most visited in the past three years was California (63%, mainly Los Angeles, San Francisco and Disneyland), followed by New York (54%, mainly New York City). (Reference: Exhibit 34B) EXHIBIT 33 VISITED CANADA OR U.S. - EVER OR IN PASTTHREE YEARS Total Total respondents (100%) 1200 % Canada Ever visited 8 Visited in past three years 6 U.S. Ever visited 29 Visited in past three years 24 Pleasure Travel Markets to North America ■ South Korea 1 0f >° 50 EXHIBIT 34A VACATION DESTINATIONS IN CANADA - WHETHER VISITED Total respondents visited Canada (100%) Provinces and Territories Newfoundland/Labrador P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Niagara Falls Toronto Vancouver Montreal Calgary Vancouver Island Victoria Quebec City Ottawa Point Pelee National Park St. Johns, Nfld. Winnipeg Visited in Ever past 3 visited years 99 72 % % 2 3 2 3 29 28 76 78 1 - 1 1 18 19 35 32 54 56 41 42 26 22 24 21 8 7 8 8 7 7 6 7 5 6 2 3 2 3 1 - Pleasure Travel Markets to North America - South Korea l° or ) 51- EXHIBIT34B VACATION DESTINATIONS IN THE U.S. - WHETHER VISITED Total respondents visited the U.S. (100%) Top States California New York Hawaii Arizona Washington D.C. Florida Nevada Washington Illinois Massachusetts Pennsylvania Colorado Texas Louisiana 8 Travel Regions Travel South Visit U.S. West New England U.S.A. Old West Trail Foundation America's Heartland Foremost West George Washington Country Great Lakes Less than 0.5% Visited in Ever past 3 visited years 351 295 % % 65 63 55 54 26 24 25 22 22 19 15 12 14 14 12 12 12 12 6 5 5 4 4 3 4 3 1 * 23 19 77 74 7 5 6 5 9 6 32 28 27 23 16 16 Pleasure Travel Markets to North America - South Korea 1 990 -52- EXHIB1T34B (cont'd) VACATION DESTINATIONS IN U.S. - WHETHER VISITED Total respondents visited the U.S. (100%) 1 1 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding New York) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands Specific Destinations Los Angeles New York City Grand Canyon National Park Niagara Falls San Francisco Disneyland Las Vegas Chicago Miami Tuscon Hollywood Rocky Mountain National Park Visited in Ever past 3 visited years 351 295 % % 5 4 5 4 7 5 56 55 6 6 15 15 36 31 26 23 6 4 37 34 72 68 16 14 27 25 41 39 35 34 23 20 23 21 20 19 16 16 13 13 11 11 7 6 3 2 2 2 2 1 Pleasure Travel Markets to North America - South ^nroi 1000 53- 3.5 Places in U.S./Canada most interested in visiting/revisiting As another measure of vacation destinations in Canada and the U.S., respondents were asked to name the three places that they were most interested in visiting or revisiting. These questions were designed to provide an indication of the potential travel market to North American destinations. Nearly all respondents named at least one place in Canada (96%) or the U.S. (98%) that they were interested in visiting. (Reference: Exhibit 35) Although the first choice is also reported in the tables, the following figures relate to the three destinations of greatest interest: Canada - The provinces which respondents were most interested in visiting or re- visiting were Ontario (76%), Quebec (60%) and British Columbia (45%). Ontario's strength came primarily from Niagara Falls (50%) and Toronto (27%); Quebec's strength came from Montreal (45%) and Quebec City (12%). (Reference: Exhibit 36A) U.S. - In terms of interest, California (61 %) led all states, New York (51 %) and Hawaii (37%) in second and third places respectively. Los Angeles (29%) was the specific destination most likely to be named, followed by New York City (25%) and Grand Canyon National Park (21%). (Reference: Exhibit 36B) EXHIBIT 35 WHETHER OR NOT NAMED ANY PLACES INTERESTED IN VISITING Total respondents (100%) 1200 % Canada Yes 96 No 4 U.S. Yes 98 No 2 Pleasure Travel Markets to Nor+h America - South Keren ir > on 54 EXHIBIT 36A VACATION DESTINATIONS IN CANADA - INTEREST IN VISITING Total respondents providing choices (100%) Provinces and Territories Newfoundland/Labrador P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Niagara Falls Montreal Vancouver Toronto Vancouver Island Quebec City Calgary Ottawa White Horse Victoria Winnipeg Point Pelee National Park St. Johns, Nfld. * Less than 0.5% First Top three choice choices 1147 1147 % % 2 10 1 1 * 2 - 1 23 60 48 76 1 6 1 2 5 21 14 45 2 9 3 10 35 50 16 45 8 24 8 27 4 14 4 12 3 12 2 8 1 2 1 4 1 4 1 5 * 3 Pleasure Travel Markets to North America - South Knm-> man 55 EXHIBIT 36B VACATION DESTINATIONS IN THE U.S. - INTEREST IN VISITING Total respondents providing choices (100%) Top States California New York Hawaii Arizona Florida Washington D.C. Nevada Colorado Texas Washington Massachusetts Illinois Pennsylvania 8 Travel Regions Travel South Visit U.S. West New England U.S.A. Old West Trail Foundation America's Heartland Foremost West George Washington Country Great Lakes First Top three choice choices 1180 1180 % % 25 61 20 51 18 37 10 23 6 20 3 13 2 9 2 6 2 8 2 8 1 2 1 4 1 3 7 25 42 82 1 3 2 5 2 11 13 30 4 18 2 9 Pleasure Travel Markets to North America - South Korea 1990 -56- EXHIBIT36B (cont'd) VACATION DESTINATIONS IN THE U.S. - INTEREST IN VISITING Total respondents providing choices (100%) 11 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding New York) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands Specific Destinations Los Angeles New York City Grand Canyon National Park Niagara Falls Disneyland San Franciso Miami Las Vegas Tuscon Hollywood Rocky Mountain National Park Chicago * Less than 0.5% First Top three choice choices 1180 1180 % % 1 4 * 3 1 3 21 52 1 3 2 8 9 34 4 17 2 9 15 37 30 67 5 14 18 38 11 29 9 25 9 21 8 17 5 14 3 10 2 8 2 9 2 6 1 4 1 3 1 4 Pleasure Travel Markets to North America - South Korea 1990 57- 3.6 Summary of awareness, interest and visitation A summary of awareness, interest and visitation is provided in Exhibits 37A and 37B. In general, awareness and interest levels followed patterns similar to each other, except that the figures for interest tended to be somewhat lower. This would be partly attributable to the fact that the interest figures were based on only three mentions per respondent, while the awareness figures were based on up to five mentions per respondent. Visitation, however, was a slightly different story in some instances. For example, British Columbia and Quebec in general, and Vancouver and Montreal specifically, were visited less often than would be predicted from their respective awareness and interest levels. For Niagara Falls the opposite was true. In the U.S., interest in visiting both California and New York State is almost equal to visitation. In Hawaii, however, visitation is somewhat lower than claimed interest. (Reference: Exhibits 37A and 37B) Pleasure Travel Markets to North America South k'nrr- 58- EXHIBIT37A SUMMARY OF AWARENESS, INTEREST AND VISITATION - CANADA Total respondents mentioned a place (100%) Provinces and Territories Newfoundland/Labrador P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Montreal Niagara Falls Toronto Vancouver Calgary Quebec City Ottawa Vancouver Island Winnipeg Victoria Point Pelee National Park St. Johns, Nfld. Whitehorse 5 places people might go on vacation Top 3 places interested Visited in past 3 (unaided) in visitinq years 856 1147 72 % % % 9 10 3 * 1 3 1 2 - 1 1 - 65 60 28 73 76 78 7 6 - 1 2 1 24 21 19 40 45 32 7 9 - 8 10 4 55 45 21 44 50 56 32 27 42 26 24 22 18 12 7 15 12 7 14 8 6 9 14 8 5 4 - 4 4 7 3 5 3 3 3 3 1 2 - Less than 0.5% Pleasure Travel Markets to North America - South Korea 1990 -59 EXHIBIT 37B SUMMARY OF AWARENESS, INTEREST AND VISITATION -U.S. Total respondents mentioned a place (100%) Top States California New York Hawaii Arizona Washington D.C. Florida Nevada Washington Texas Illinois Massachusetts Colorado Pennsylvania Louisiana 8 Travel Regions Travel South Visit U.S. West New England U.S.A. Old West Trail Foundation America's Heartland Foremost West George Washington Country Great Lakes 5 places people might go on vacation Top 3 places interested Visited in past 3 (unaided) in visitinq years 1121 1180 295 % % % 78 61 63 65 51 54 35 37 24 25 23 22 24 13 19 18 20 12 14 9 14 13 8 12 11 8 3 9 4 12 5 2 5 5 6 3 4 3 4 1 1 * 24 25 19 91 82 74 6 3 5 6 5 5 15 11 6 31 30 28 31 18 23 16 9 16 Less than 0.5% Pleasure Travel Markets to North America - South Korea 1 990 -60 EXHIBIT 37B (cont'd) SUMMARY OF AWARENESS, INTEREST AND VISITATION -U.S. Total respondents mentioned a place (100%) 11 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding New York) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands 5 places people might go on vacation Top 3 places interested Visited in past 3 (unaided) in visitinq years 1121 1180 295 % % % 5 4 4 4 3 4 6 3 5 67 52 55 5 3 6 15 8 15 42 34 31 29 17 23 12 9 4 40 37 34 83 67 68 18 14 14 36 38 25 Specific Destinations Los Angeles New York City Grand Canyon National Park Niagara Falls San Francisco Disneyland Las Vegas Miami Chicago Hollywood Tuscon Rocky Mountain National Park 49 29 39 39 25 34 24 21 20 20 17 21 17 10 19 17 14 16 14 9 13 9 8 6 9 4 11 7 4 2 5 6 2 4 3 1 Less than 0.5% Pleasure Travel Markets to North America -South Korea 1990 61 3.7 Level of interest in visiting/revisiting U.S./Canada in next 5 years As an additional measure of vacation potential, respondents were asked how interested they were in visiting or revisiting Canada and the U.S. in the next 5 years. The results were encouraging as 69% were interested in Canada. Even more respondents (92%) were interested in the U.S. (Reference: Exhibit 38) EXHIBIT 38 INTEREST IN VISITING CANADA OR U.S. Canada Total respondents (100%) Very interested Somewhat interested Not interested U.S. 1200 1200 % % 18" 51_ 69% 48~ 44_ 30 9 92% Mean + 1.9 2.4 Based on "very interested" = 3 and "not interested" = 1 Pleasure Travel Markets to North America - South Korp^ 1900 62 4. PERCEPTIONS OF CANADA/U.S. VS. IMPORTANCE RATINGS 4.1 Perception ratings In order to obtain very specific information regarding the images of the vacation products available in Canada and the U.S., respondents were asked to compare the two countries against other overseas destinations on a series of attributes using a five point scale as follows: Weight A lot better + 2 A little better + 1 The same Not quite as good -1 Not nearly as good -2 The weights were added at the data processing stage as respondents only answered on the verbal scale. Canada was rated on a total of 32 attributes while the U.S. was rated on a total of 34 attributes. Although basically similar, there were several differences in the lists of attributes selected to rate each country. Due to concerns about potential fatigue, respondents were randomly asked to rate either Canada or the U.S. but not both i.e. approximately half the sample rated each destination. The mean ratings for Canada and the U.S. were almost all positive, indicating a better than average rating on almost every attribute. The following observations can be made: Canada - The highest rated attributes were all related to Canada's outdoors. Attributes relating to Canada's natural environment included outstanding scenery ( + 1.24), national parks and forests ( + 1.03), and seeing wildlife in a natural setting ( + 0.88). Activities relating to the outdoors included beaches for sunning and swimming ( + 0.71), and snow skiing ( + 0.81). Its native cultural groups ( + 0.69) and interesting and local festivals ( + 0.68) were additional positive features. Canada was also seen as a clean ( + 0.81) destination to visit. The main negative about Canada was perceived to be its nightlife and entertainment (-0.07). Live theatre and concerts ( + 0.14), spectator sporting events ( + 0.19) and high quality restaurants ( + 0.23) were also seen as weak areas for Canada. (Reference: Exhibit 39) Pleasure Travel Markets to North America - South Korea 1 990 63- U.S. - The U.S. was strongly rated for its fast food restaurants ( + 1.10), beaches for sunning and swimming ( + 0.95) and outstanding scenery ( + 0.90). The U.S. is also seen as a good travel destination for opportunities to increase ones knowledge ( + 0.89) as well as a variety of things to see and do ( + 0.89). National parks and forests ( + 0.87) and first class hotels ( + 0.85) also are near the top of the list. The main weakness was personal safety (-0.17), although this was not as negative as has been seen in other countries in which this survey has been conducted. Snow skiing ( + 0.08) received a low rating. Budget accommodation ( + 0.17) and interesting and friendly local people ( + 0.20) represented other comparatively poor areas. (Reference: Exhibit 40) Pleasure Travel Markets to North America - South Korea 1°^0 64- EXHIBIT39 PERCEPTIONS OF CANADA ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total Total respondents rating Canada (100%) Outstanding scenery National parks and forests Seeing wildlife in a natural setting Hygiene and cleanliness Snow skiing Beaches for swimming and sunning Unique native cultural groups (Eskimo, Indian, etc.) Local festivals Variety of things to see and do Interesting and friendly local people Public transportation Outdoor activities such as hiking, climbing Unique immigrant cultural groups Value for vacation money Kinds of things like to do on vacation Hunting Museums and art galleries Shopping Personal safety Fishing Amusement or theme parks Inexpensive restaurants Budget accommodation 603 mean score + 1.24 + 1.03 + 0.88 + 0.81 + 0.81 + 0.71 + 0.69 + 0.68 + 0.64 + 0.64 + 0.62 + 0.60 + 0.60 + 0.49 + 0.40 + 0.38 + 0.37 + 0.35 + 0.35 + 0.33 + 0.32 + 0.32 + 0.30 Mean scores based on "a lot better" = + 2 "a little better" = + 1 "the same" = "not quite as good" = -1 "not nearly as good" = -2 Pleasure Travel Markets to North America - South Korea 1 990 -65- EXHIBIT 39 (cont'd) PERCEPTIONS OF CANADA ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total respondents rating Canada (100%) Inexpensive travel [n destination country First class hotels Water sports Inexpensive travel to destination country Historical sites and buildings High quality restaurants Spectator sporting events Live theatre and concerts Nightlife and entertainment Mean scores based on "a lot better" = +2 "a little better" = +1 "the same" = "not quite as good" = -1 "not nearly as good" = -2 Total 603 mean score + 0.29 + 0.27 + 0.26 + 0.26 + 0.24 + 0.23 + 0.19 + 0.14 -0.07 Pleasure Travel Markets to North America -South Korea 19^0 66- EXHIBIT40 PERCEPTIONS OF THE U.S. ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total Total respondents rating the U.S. (100%) Fast food restaurants Beaches for swimming and sunning Outstanding scenery Opportunities to increase knowledge Variety of things to see and do National parks and forests First class hotels Public transportation Amusement or theme parks Shopping Resort areas Kinds of things like to do on vacation Unique native cultural groups (Eskimo, Indian, etc.) Opportunity to be daring and adventuresome Museums and art galleries Live theatre and concerts Unique immigrant cultural groups Opportunity to escape from the ordinary High quality restaurants Casinos and gambling Availability of package vacations 597 mean score + 1.10 + 0.95 + 0.90 + 0.89 + 0.89 + 0.87 + 0.85 + 0.81 + 0.79 + 0.77 + 0.76 + 0.75 + 0.71 + 0.67 + 0.66 + 0.64 + 0.63 + 0.62 + 0.62 + 0.55 + 0.55 Mean scores based on "a lot better" = +2 "a little better" = + 1 "the same" = "not quite as good" = -1 "not nearly as good" = -2 Pleasure Travel Markets to North America South Knrm ioon 67- EXHIBIT40 (cont'd) PERCEPTIONS OF THE U.S. ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total Total respondents rating the U.S. (100%) Mountainous areas Water sports Value for vacation money Nightlife and entertainment Inexpensive restaurants Historical sites and buildings Fishing Hunting Outdoor activities such as hiking, climbing Interesting and friendly local people Budget accommodation Snow skiing Personal safety 597 mean score + 0.51 + 0.50 + 0.46 + 0.44 + 0.35 + 0.29 + 0.28 + 0.25 + 0.25 + 0.20 + 0.17 + 0.08 -0.17 Mean scores based on "a lot better" = +2 "a little better" = + 1 "the same" = "not quite as good" = -1 "not nearly as good" = -2 Pleasure Travel Markets to North America - South Korea 1 990 68 4.2 Perception vs. importance - total sample While perception ratings are useful in themselves, additional insight can be obtained by comparing these ratings with their importance to respondents. For example, a particularly high or low perception rating would become irrelevant if it was determined that the attribute was of low importance. With this in mind, perception ratings were plotted against importance ratings in order to give a visual summary of their relationship. (Importance ratings are presented in more detail in Section 6 of this report.) The top areas of the plots are those of most relevance as they correspond to the areas of greatest importance. The area in the top right of each map or plot represents attributes of high importance and high perception, and thus identifies major strengths. On the other hand, the area in the top left of each map represents high importance and low perception, i.e. major weaknesses. Vertical and horizontal lines have been drawn on each map to divide it into quadrants. It should be noted that the locations of these lines are basically arbitrary , but have been selected to roughly split the attributes into equal fourths. For example, a roughly equal number of attributes would appear above the horizontal line as would appear below it. It should also be noted that the maps for Canada include 28 attributes while the maps for the U.S. include 31 attributes for which both perception and importance ratings are available. Perception ratings are available for some further attributes, but since corresponding importance ratings were not obtained, these could not be included in the map. The following observations can be made: Canada - Canada's clear strength was its outstanding scenery. Hygiene and cleanliness and public transportation were other strengths carrying equal importance but slightly lower perception ratings. Interesting and friendly local people, value for vacation money, local festivals, seeing wildlife and visiting national parks and forests also were important items for which Canada was rated favourably. At the same time, Canada was at a competitive disadvantage in terms of offering inexpensive restaurants, inexpensive travel and budget accommodation. Another weakness of great importance was personal safety. Museums and art galleries, historical sites and amusement or theme parks also were areas where Canada was weak. (Reference: Exhibit 41) U.S. - The U.S.'s main strength was its opportunities to increase knowledge. Its outstanding scenery and public transportation were also seen as positive attributes. It also had a competitive advantage in terms of its museums and art galleries, amusement or theme parks, and national parks and forests. The opportunity to be daring and adventuresome also was seen as a strength. The main weakness for the U.S. was personal safety. Other weaknesses were value for vacation money, budget accommodation, inexpensive restaurants, historical sites, and interesting and friendly local people. (Reference: Exhibit 42) Pleasure Travel Markets to North America - South Korm ir >°0 69 EXHIBIT41 ATTRIBUTE IMPORTANCE VS. PERCEPTION - CANADA I M P O R T A N C E 3.5 3 - 2.5 2 - 1.5 - Personal safety • Public Outstanding Inexpensive travel in destination country # transportation Hyqieneand scenery cleanliness w Budget accommodation j» 11 Value Museums and art galleries # for h/acation • interesting and friendly local people Historical sites and buildings ^ Amusement or theme parks mnriey Seeing wildlife Natl0 nal parks Local ^ ^ ^ and forests festivals Inexpensive restaurants • Unique native cultural groups Beaches for swimming and sunning Shopping • • Unique imm grant • Outdoors actvities such cultural grou, Live theatre and concerts * Spectator sporting events • Water sports ps as hiking, climbing — High quality restaurants t+ * p l5 hing Nightl fe and entertainment # $ First i lass hotels Hunting • • Snow skiing I I 1 1 .5 PERCEPTION 1.5 Importance rating came from Question 1 1 unlike all other items which came from Question 14. Since Question 11 used a different verbal scale, the position of this point is not strictly speaking comparable and is provided for information purposes only. Pleasure Travel Markets to North America - South Korea 1 990 -70- EXHIBIT42 ATTRIBUTE IMPORTANCE VS. PERCEPTION - U.S. I M P O R T A N C E 3.5 2.5 1.5 Personal safety Budget accommodation • * Value for Obport Interesting and friendly local people • vacation u money tc Historical sites and buildings • • d a Inexpensive restaurants 9 S( Opportunity to escap from the ordinary Mountainous areas • Outdoor activities such as hiking, climbing • Uniqi. immi Water sporjs Fishing • • Nightlife and entertainment • Snowsknng # # Hunting 1 Opportunities to _ increase knowledge Public • • Outstanding scenery transportation ity • Museums and art galleries be rmg& Amusement venture- or theme parks Tie • • • National parks and forests Shopping Unique native cultural groups Beaches for .swimming and sunning e« • Resortarea5 « Fast food rant cultural groups restaurants • Live theatre and concerts • High quality restaurants • First class hotels 1' Casinosand gambling -.5 .5 PERCEPTION 1.5 * Importance rating came from Question 1 1 unlike all other items which came from Question 14. Since Question 1 1 used a different verbal scale, the position of this point is not strictly speaking comparable and is provided for information purposes only. Pleasure Travel Markets to North America -South Korea 1990 -71 4.3 Most appealing feature of Canada as a vacation destination Respondents who had ever traveled to Canada were asked what one thing about it would make them recommend it as a vacation destination. This was an open ended question and respondents' answers were grouped into several different categories. This question was not asked regarding the U.S. The most frequent mentions were beautiful scenery (28%), Niagara Falls (14%) and the nature/natural areas (13%). (Reference: Exhibit 43) EXHIBIT 43 MOST APPEALING FEATURE OF CANADA AS A VACATION DESTINATION Total respondents ever visited Canada (100%) Beautiful scenery Niagara Falls Nature/natural areas Amenities Sunny pleasant climate National parks and forests Great/wide open spaces Mountains/lakes/rivers A big country Variety of things to see and do Total 80 % 28 14 13 10 5 5 4 4 3 1 Other 16 Pleasure Travel Markets to North America - South Korea 1990 -72 5. SEGMENTATION OVERVIEW One of the main objectives of this study was to segment* the target travel market on an attitudinal, motivational and product wants/needs basis. This was necessary to achieve a better understanding of international travelers so that sound information, beyond demographics and behavioural characteristics, could be gathered for marketing purposes. A total of three separate segmentation analyses were performed for this study, each relating to a different series of attributes as follows: Travel philosophy segmentation - Based on a series of 25 agree-disagree statements relating to how people think about travel in an overall sense as well as how they prefer to travel. The statements took in a variety of issues ranging from making travel arrangements to preferences for different kinds of trips. Benefit segmentation - Based on the importance ratings of a series of 30 items relating to reasons people might want to go on vacation and to experiences they might be looking for. Product segmentation - Based on the importance ratings of 53 different activities, features, and amenities that are important in the selection of a vacation destination. The main benefit of any segmentation analysis is that segments with like characteristics are identified, so that from a marketing standpoint it becomes possible to appeal to the actual needs and wants associated with each segment. In other words, since each segment is looking for different things, a different marketing strategy is appropriate and can be developed for each one. The segmentation was accomplished using a K-means cluster analysis which is a multivariate statistical analysis technique that divides the market into groups or clusters of respondents sharing similar profiles. The clusters are developed so that respondents within a given segment are as similar as possible to each other, while respondents in different segments are as different as possible from each other. Segmentation, or cluster, analysis is typically performed on respondent ratings on a series of statement or attribute items presented to them. Accordingly, each respondent has a profile as revealed by their response to the various ratings items. Since it is a multivariate technique, cluster analysis simultaneously considers each respondent's ratings of each item (i.e. each respondent's overall pattern of response) in assigning that respondent to a particular cluster group or segment. Pleasure Travel Markets to North America -South Korea 1990 -73- Furthermore, it is usual for the segments to range from high to low marketing potential, so that the main effort can be directed towards the high potential segments as a means of increasing the overall efficiency of marketing activity. The key advantages of performing three separate segmentations as done in this study are: 1. It provides three different views of the thought processes of international travelers. 2. It becomes possible to cross-profile one set of segment solutions with each of the other two sets. With respect to this latter point, a standard procedure in any segmentation analysis is to profile the resulting segments in terms of key demographic and behavioural data as a means of better understanding each particular group. Cross-profiling against the other sets of segment solutions gives further insight regarding the make-up of each group and enables better strategic planning for marketing development and policy purposes. For the purposes of this report, the product segments form the marketing framework on which the analysis is based. These segments describe what products travelers from different countries want. They are therefore the most useful in indicating which products Canada and the U.S. should develop and market to appeal to their tastes. The other two segment approaches, travel philosophy and benefit, are also useful in their own right, and in this report they are used to profile the travelers in each of the product segments. In other words, in the same way that variables such as sex and age can be used to describe the product segments demographically, so too can travel philosophy and benefit segments be used to describe the product segments attitudinally. It should be emphasized that this approach is only one of several that are possible. For example, some readers might begin with the benefit segments to form a marketing framework, and then use the travel philosophy and product segments as the profiling variables. This type of approach would be equally valid as the one used in this report, and potentially more useful for some other applications. It is important to point out that the segmentation analyses performed are obviously based on the respondents in the sample i.e. the target long haul travel market. As this target market represents about 11% of the total adult population of South Korea (in the ABC social classes), it is a somewhat narrowly defined segment in itself. The analyses performed here are an attempt to further segment the long haul travel market, and the results should certainly not be extrapolated to the population of South Korea as a whole. In the following sections of this report, an understanding of what each segment consists of is provided by presenting the statements for each segment with the highest and lowest deviations from the overall mean (for that particular statement). For example, if a segment had a mean rating of 3.5 on a specific statement and the total sample had a mean rating of 3.0, then the deviation from the overall mean for that statement would be + 0.5. These deviations show what tends to be important to a specific segment. Furthermore, deviations may show that a specific segment includes more than one type of interest. It should be noted that a high positive deviation does not necessarily mean that an attribute is important in an absolute sense, but rather that it distinguishes a particular segment in a relative sense. Similarly, an attribute of uniformly high importance to all groups would not appear as a differentiating variable in terms of deviations from the mean. The deviations therefore serve only to differentiate the segments on a relative basis. Pleasure Travel Markets to North America - South Ko r pa 1990 74 6. PRODUCT SEGMENTATION - 1 The product segments are examined in two sections of this report. The present section introduces the product segments and their differentiating features. In Section 9 they are discussed in terms of their inter-relationships with the travel philosophy and benefit segments, and the resulting implications to be drawn. 6.1 Overview This analysis was conducted based on the importance ratings given to a list of 53 activities, features and amenities that might be found at a vacation destination. Generally speaking, comfort, cleanliness and safety were important product needs as the highest ratings were given to personal safety (3.5), reliable weather (3.5), opportunities to increase knowledge (3.5), hygiene and cleanliness (3.4) and warm, sunny climate (3.4). Respondents were also interested in the outstanding scenery (3.4), public transportation (3.4) and inexpensive travel in destination (3.4). Sports activities tended to be among the items rated as least important e.g. hunting (1.8), snow skiing (1 .8), fishing (2.0), and golf and tennis (1 .8). Casinos and gambling are also of very little importance to Korean travelers (1 .6). (Reference: Exhibit 46) Pleasure Travel Markets to North America - South Korea 1990 75 6.2 Segments The analysis yielded six different product segments. EXHIBIT 44 PRODUCT SEGMENTS* Culture and Nature (14%) Culture and Comfort (13% Basic Amenities (14%) Sports and Entertainment (30%) Outdoors and Comfort (13%) Rural Beach (16%) 'Based on total sample of 1 ,200 respondents. As noted earlier, these segments are best understood by examining the statements for each segment having the highest and lowest deviations from the overall mean for a statement. It should be remembered that these deviations provide a relative rather than an absolute comparison of the various segments. The following are brief descriptions of the product segments relative to each other: Rural Beach travelers (16%) Quite simply, this group seek beaches and the seaside as well as other rural attractions such as lakes/rivers and mountainous areas. They also seek a variety of things to do there including live theatre/concerts, local festivals, amusement/theme parks, camping and outdoor activities such as hiking or climbing. There is an economy side to these travelers in that budget accommodation and inexpensive, fast food restaurants are important to them. Pleasure Travel Markets to North America - South ^om i irir >n -76 Basic Amenities traveler (14%) - This segment focus almost all of their attention on the basics of a simple vacation such as warm sunny climate, reliable weather, personal safety, standards of hygiene and cleanliness, manageable size so they can see everything they want and public transportation to get around, as well as short guided excursions/tours and local cuisine. Given that their first priority is shopping, they would like to economize on everything else - from inexpensive, fast food restaurants to inexpensive travel within their destination to budget accommodation. Culture and Comfort traveler (13%) - Although they have an interest in native cultural groups, historic old cities and interesting small towns/villages, these travelers are more interested in such attractions as can be found in big modern cities like museums and art galleries. The comfort aspect of this group's interests is evident with regard to their desire for high quality restaurants, first class hotels and resort areas. Culture and Nature traveler (14%) - Respondents in this segment are interested in native and immigrant cultural groups, in cultures different from their own, in historic old cities as well as interesting small towns/villages and historical, archeological or military sites. They also enjoy such outdoor features as wilderness/undisturbed nature, wildlife/birds and activities such as hiking or climbing. There is an economy side to these travelers in that budget accommodation and inexpensive travel within their destination are important to them. Sports and Entertainment traveler (30%) - These travelers like to participate in a variety of sports such as hunting, fishing, snow skiing, water sports, golf and tennis - the specific activities depending on when and where they take their vacations. They also enjoy being entertained in the form of spectator sporting events, nightlife, gambling, live theatre/concerts, etc. Outdoors and Comfort traveler (13%) - This group are interested in outdoor activities that are not necessarily too physical (e.g. fishing, watching birds or wildlife). The main thing seems to be that tney get outdoors, away from crowds, where there is good quality air, water and soil in an undisturbed natural environment such as a national park or forest. Paying for comfort appears to be an important priority. (Reference: Exhibit 47) Pleasure Travel Markets to North America - South Korea 1 9^0 77 The two dimensions in the discriminant map for the travel product segments accounted for only 53% of the variance in the differences among the segment groups. The amount of variance left unexplained is so great in this instance that as a visual summary the map is not beneficial and so has been omitted. Pleasure Travel Markets to North A rnoriro South kV.rpn * n °n 78- 6.3 Segment profiles The following characteristics disproportionately describe each product segment: Rural Beach traveler Basic Amenities traveler - Demographics More likely than average to be: - female - 18 to 24 years of age - single - a student Less likely than average to be: - a couple with children - Travel behaviour More likely than average to have: - taken a touring trip - not decided on their destination within 2 months before departure - stayed with friends and relatives - Media Less likely than average to read the New Donga - Travel behaviour More likely than average to have: - been interested in visiting the U.S. mainland - booked their trip closer to departure - traveled by private car in the U.S. - Destinations of interest in Canada/U.S. More likely than average to be interested in : - visiting Niagara Falls and Calgary in Canada Less likely than average to be interested in: - visiting Grand Canyon National Park in the U.S. - Media Less likely than average to read the New Donga and Hankyoreh Shinmun Pleasure Travel Markets to North America - South Korea 1990 -79- Cultureand Comfort traveler Culture and Nature traveler - Demographics More likely than average to be: - female - married - Travel behaviour More likely than average to have: - taken a shorter trip - taken more time to make a decision on destination - traveled in spring - traveled on a package vacation Less likely than average to have: - stayed with friends and relatives - Destinations of interest in Canada/U.S. Less likely than average to be interested in : - visiting Alberta in Canada - Demographics More likely than average to be: - male - younger (18-24 years old) - single - in a professional/technical position or a student - university educated - fromTaegu Less likely than average to be: - from Seoul - Travel behaviour More likely than average to have: - traveled in summer - taken a trip that combined business and pleasure - referred to the library for information - not booked in advance - traveled by public transportation in U.S. cities Less likely than average to have: - traveled by private car in the U.S. Pleasure Travel Markets to North America - South Korea 1990 80- Destinations of interest in Canada/U.S. More likely than average to have been interested in: - visiting Quebec City in Canada Less likely than average to be interested in: - visiting Alberta in Canada Media More likely than average to read the New Donga and Monthly Chosun. Sports and Entertainment traveler Demographics More likely than average to be: - male Travel behaviour More likely than average to have: - booked accommodation direct with hotel - not traveled by private car in Canada - decided on destination closer to departure - used a club or association for travel information Outdoors and Comfort traveler - Demographics More likely than average to be: - older (55 + ) - married Less likely than average to be: - a student - university/college educated - Travel behaviour More likely than average to have: - been interested in visiting Europe and the United Kingdom - traveled with wife/husband/girl friend/boy friend Less likely than average to have: - booked their flight directly through the airline - taken a package vacation that included a guided tour Pleasure Travel Markets to North America - South Korea 1990 81 - Destinations of interest in Canada/U.S. More likely than average to be interested in: - visiting Victoria, B.C. in Canada Media Less likely than average to read the Hankyoreh Shinmun and Reader's Digest . (Reference: Exhibits 48 to 52) Pleasure Travel Markets to North America - South Koro.i '' oon 82 EXHIBIT 46 IMPORTANCE OF PRODUCT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents 1200 Personal safety 3.5 Reliable weather 3.5 Opportunities to increase knowledge 3.5 Hygiene and cleanliness 3.4 Warm, sunny climate 3.4 Outstanding scenery 3.4 Public transportation 3.4 Inexpensive travel in destination 3.4 Culture different from my own 3.3 Historic old cities 3.3 Budget accommodation 3.3 Exotic atmosphere 3.3 Interesting and friendly local people 3.2 Warm welcome for tourists 3.2 Environmental quality of air, water and soil 3.2 Wilderness and nature 3.2 Manageable size to see 3.2 Museums and art galleries 3.2 Variety of short guided tours 3.1 Historical, archeological, or military sites 3.1 Interesting smaller towns and villages 3.0 National parks and forests 3.0 Lakes and rivers 3.0 Inexpensive restaurants 3.0 Wildlife or birds 3.0 Local festivals 3.0 Amusement ortheme parks 3.0 Pleasure Travel Markets to North America -South Korea 19°0 -83- EXHIBIT 46 (cont'd) IMPORTANCE OF PRODUCT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents 1200 Local cuisine 2.9 Seaside 2.9 Unique native cultural groups 2.9 Good beaches for swimming and sunning 2.7 Good shopping 2.7 Mountainous areas 2.7 Wide open spaces 2.6 Resort areas 2.6 Unique immigrant cultural groups 2.6 Cruises of one or more nights 2.6 Outdoor activities such as hiking, climbing 2.6 Fast food restuarants 2.6 Local crafts 2.4 Live theatre and concerts 2.4 Big modern cities 2.4 Spectator sporting events 2.2 Campgrounds and trailer parks 2.2 High quality restaurants 2.0 Water sports 2.0 Good fishing 2.0 Nightlife and entertainment 1.9 First class hotels 1.9 Golf and tennis 1.8 Snow skiing 1.8 Good hunting 1.8 Casinos and gambling 1.6 Pleasure Travel Markets to North America South Vc^ro-) ir)r, n 84 EXHIBIT 47 TRAVEL PRODUCT SEGMENTS RURAL BEACH (16%) Beaches for sunning and swimming Seaside Lakes and rivers Mountainous areas Deviation from overall statement mean + 0.6 + 0.6 + 0.4 + 0.4 Hunting High quality restaurants First class hotels -0.3 -0.3 -0.4 BASIC AMENITIES (14%) Shopping Local cuisine Variety of short guided tours + 0.4 + 0.3 + 0.3 Fishing Snow skiing Chance to see wildlife and birds rarely see Water sports Unique and different native cultural groups Campground and trailer parks Interesting small towns and villages Live theatre and concerts Seaside Swimming/sunny beaches Resort areas Unique and different immigrant cultural groups Lakes and rivers -0.4 -0.4 -0.4 -0.4 -0.4 -0.4 -0.4 -0.4 -0.4 -0.4 -0.4 -0.5 -0.5 Pleasure Travel Markets to North America - South Korea i 00 ^ . -85- EXHIBIT 47 (cont'd) TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean CULTURE AND COMFORT (13%) High quality restaurants +0.4 Unique and different native cultural groups + 0.3 Big modern cities +0.3 First class hotels +0.3 Resort areas +0.3 Inexpensive restaurants -0.3 Budget accommodation -0.3 Inexpensive travel within destination -0.3 Fast food restaurants -0.4 Campgrounds and trailer parks -0.4 Outdoor activities such as hiking and climbing -0.4 Spectator sporting events -0.4 Hunting -0.4 Fishing -0.5 Pleasure Travel Markets to North America - South Korea <9°0 86 EXHIBIT 47 (cont'd) TRAVEL PRODUCT SEGMENTS CULTURE AND NATURE (14%) Historical/archeological/military sites and buidlings Unique and different native cultural groups Lakes and rivers Unique and different immigrant cultural groups Historic old cities Chance to see wildlife and birds rarely see Deviation from overall statement mean + 0.5 + 0.5 + 0.4 + 0.4 + 0.3 + 0.3 Golf and tennis Resort areas Water sports Reliable weather Cruises of one or more nights Casinos and gambling Seaside Nightlife and entertainment Standards of hygiene and cleanliness Big modern cities High quality restaurants First class hotels Beaches for sunning and swimming -0.3 -0.3 -0.3 -0.3 -0.3 -0.3 -0.4 -0.4 -0.4 -0.4 -0.5 -0.5 -0.5 Pleasure Travel Markets to North America - South Korea 19°0 . -87- EXHIBIT 47 (cont'd) TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean SPORTS AND ENTERTAINMENT (30%) Casinos and gambling +0.5 Snowskiing +0.5 Hunting +0.5 Water sports +0.4 Nightlife and entertainment +0.4 Golf and tennis +0.4 Spectator sporting events +0.4 Fishing +0.4 First class hotels +0.3 Outstanding scenery -0.3 Historic old cities -0.3 Personal safety -0.3 Reliable weather -0.3 Inexpensive travel within destination -0.3 Pleasure Travel Markets to North America - South Korea 1900 -88- EXHIBIT 47 (cont'd) TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean OUTDOORS AND COMFORT (13%) Mountainous areas +0.4 Lakes and rivers +0.4 Fishing +0.4 Good quality air/water/soil +0.4 Chance to see wildlife and birds rarely see + 0.3 Standards of hygiene and cleanliness + 0.3 Warm, sunny climate +0.3 Unique and different native cultural groups -0.3 Casinos and gambling -0.4 Snow skiing -0.4 Campgrounds and trailer parks -0.4 Live theatre and concerts -0.4 Unique and different immigrant cultural groups -0.4 Nightlife and entertainment -0.5 Pleasure Travel Markets to North America - South Koren 1000 89- EXHIBIT48 PRODUCT SEGMENTS - DEMOGRAPHICS ^ PRODUCT SEGMENT Total respondents (100%) Sex Male Female Age 18 -24 years 25 -34 years 35 -44 years 45 - 54 years 55 - 64 years 65 years or over Marital status Single Married Living together Divorced/separated/widowed Total 1200 % 54 46 20 28 23 16 10 4 31 66 * Rural Beach 198 % 39 61 32 30 17 14 5 2 51 1 2 Basic Ame- mties 169 % 47 53 14 23 24 16 20 4 25 71 Culture and Comfort 152 % 40 61 9 32 29 18 9 3 18 771 Culture and Nature 173 % 66 32 ill 27 24 11 5 2 43 57 Sports & En- tertain- ment 354 % 64 36 21 33 23 14 8 1 34 65 1 Out- doors & Comfort 152 % 61 39 5 15 23 24 22 12 9 Occupation Owner/self employed Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Student Retired Homemaker Other 1 3 16 23 2 * 18 11 20 7 1 2 16 21 1 "2T 7 20 5 2 5 13 22 1 11 13 25 8 1 5 16 28 1 1 7 7 28 8 28 15 2 1 33 6 10 4 1 2 11 27 3 19 12 17 8 1 3 20 23 4 CD 18 22 8 Region Seoul Pusan Taegu Incheon Kwangju Taejon 53 19 11 8 5 5 56 14 7 13 4 7 56 19 13 6 4 3 52 19 9 11 5 3 24 LiE 7 8 7 59 17 10 6 4 3 55 20 8 4 8 5 * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Vnrn^ 1 non 90 EXHIBIT 48 (cont'd) PRODUCT SEGMENTS - DEMOGRAPHICS PRODUCT SEGMENT Total respondents (100%) Education Some/completed primary school Some/completed middle school Some/completed high school Some/completed college/university Life cycle Living alone Living with one adult Single with children Couple with children Other Living arrangement Live alone Live with children Live without children Mean no. of adults 18 years or over in household Whether any children under 18 years in household Yes No Average monthly household expenditures in Won 300,000 and under 310,000-500,000 510,000-700,000 710,000-900,000 910,000- 1,100,000 1,110,000- 1,500,000 1,510,000 and over Mean (Won x 1,000) Total 1200 % 3 20 74 Rural Beach 198 % 1 21 77 Basic Ame- nities 169 % Culture and Comfort 152 % 6 25 62 3 16 75 Culture and Nature 173 1 2 11 86 Sports & En- tertain- ment 354 1 21 76 Out- doors & Comfort 152 % 5 26 1 2 1 1 1 1 1 8 9 7 10 3 7 14 12 16 8 12 15 14 7 48 C36) 47 53 48 48 56 31 37 37 24 34 30 22 1 2 1 1 1 1 1 60 52 55 65 62 62 63 39 46 44 34 37 37 36 3.3 3.5 3.5 3.1 3.4 3.2 2.9 60 52 55 65 62 62 63 40 48 45 35 38 38 37 3 3 3 3 4 3 4 15 15 18 13 17 12 17 19 19 18 15 19 21 20 16 20 15 15 20 14 15 23 25 18 23 21 25 24 14 10 19 18 12 14 8 10 9 8 13 7 12 13 915.9 877.9 897.4 992.9 848.5 954.6 895.2 Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1990 91 EXHIBIT 49 PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS ;nt PRODUCT SEGME Sports Basic Culture Culture & En- Out- Rural Ame- and and tertain- doors & Total Beach nities Comfort Nature ment Comfort Total respondents (100%) 1200 198 169 152 173 354 152 % % % % % % % Mean no. of 4 + niqht pleasure trips in past 3 years 3.9 3.7 3.6 4.2 3.5 4.0 4.5 Destinations visited by plane in past 3 years** Short haul - South Korea 39 44 33 44 31 42 38 - Japan/China 26 22 26 28 23 27 30 Long haul 89 84 91 90 92 88 87 Destinations visited on two most recent lonq haul trip*** Asia 42 39 43 46 40 40 46 U.S. total (unduplicated mentions) (34) (40) (30) (33) (30) (35) (35) Mainland U.S. 31 35 28 29 28 32 32 Hawaii/Guam/Samoa 5 8 2 5 5 4 4 Europe/United Kingdom 17 15 19 12 24 17 12 Canada 6 7 3 8 3 6 9 Australia/New Zealand 3 5 2 4 1 4 1 Near/Middle East 2 - 2 2 5 2 1 Africa 1 - 1 2 - * - Central/South America 1 1 - 1 2 1 - Mexico 1 1 1 1 1 1 1 West Indies/Caribbean * - 1 1 - 1 1 Other South Pacific * Less than 0.5% ** Based on 997 respondents who had actually taken at least one such trip *** Based on 1,135 such trips taken by respondents Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America South Korea 1990 92 EXHIBIT 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total respondents (100%) One long haul destination most like to visit - Europe/United Kingdom Total U.S. (unduplicated mentions) U.S. mainland Hawaii/Guam/Samoa Asia Australia/New Zealand Canada Africa Central/South America Near/Middle East Mexico Other Sports Basic Culture Culture & En- Out- Rural Ame- and and tertain- doors & Total Beach nities Comfort Nature ment Comfort 1200 198 169 152 173 354 152 % % 67 (14) 10 % 59 % 62 «6» % 67 (10) 8 % 53 (17) % 61 70 (13) (20) (9) 10 17 8 4 4 3 1 2 6 2 10 6 12 10 10 11 11 5 3 8 6 4 6 5 3 4 - 6 1 4 2 3 3 - 3 3 3 2 2 - 1 2 1 3 2 2 4 - 2 2 2 2 * - - 1 1 - - * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1990 93- EXHIBIT 49 (cont'd) Total respondents took long haul trip (100%) Mean no. of nights away on trip Season trip was taken Winter Spring Summer Fall Type of trip (two most recent) * Combined business and pleasure Touring trip Visit friends and relatives Exhibition, special event or theme park City trip Outdoor trip People traveled with Wife/husband/girl friend/ boy friend Business associates/ colleagues Organized group/club/etc. Traveled alone Friends Child(ren) Father/mother Other relatives Mean no. of people in travel party Mean no. of children under 18 in travel party PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS ;nt Rural Beach PRODUCT SEGME Total Basic Ame- nities Culture and Comfort Culture and Nature Sports & En- tertain- ment Out- doors & Comfort >K 884 121 138 124 123 259 117 % % % % % % % 18.2 18.5 18.7 24 <5> 21.4 24 23 30 12 19.1 22 16.8 26 32 9 40 19 27 14 34 25 19 25 7 25 16 35 25 26 15 23 17 38 37 21 51 35 22 17 22 45 30 43 35 18 40 44 11 54 52 32 12 41 36 45 31 10 35 15 20 20 2 2 1 1 1 1 1 3 1 3 3 2 1 1 1 3 1 38 23 23 20 20 27 23 21 21 19 23 13 27 21 21 20 20 23 19 17 24 13 14 12 15 17 19 10 12 6 9 5 7 4 5 7 3 3 1 6 4 2 2 3 2 3 5 4 2 4 4.5 4.6 4.5 4.4 5.0 4.4 4.6 0.4 0.5 0.3 0.4 0.5 0.4 0.2 * Based on 1,135 trips taken Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America -South Korea 1990 -94 EXHIBIT 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS IENT PRODUCT SEGIV Sports Basic Culture Culture ; & En- Out- Rural Ame- and and tertain- doors & Total Beach nities Comfort Nature ment ( lomfort Total respondents took long haul trip (100%) 884 121 138 124 123 259 117 % % % % % % % Sources of information used in planninq Travel agent 56 60 56 59 51 57 53 Friends/family 40 30 19 11 11 49 29 21 15 11 41 28 15 7 14 43 24 25 9 11 30 33 19 39 41 Clubs/associations 37 22 Brochures/pamphlets 21 10 11 10 Books/library 20 3 Tour operator/company 9 10 Airline 8 8 2 5 9 11 7 Newspaper/magazines articles 7 7 7 7 6 9 6 Government office/ tourism board 6 7 4 6 11 5 3 Embassy/consulate 4 3 1 2 6 5 3 Advertisements 3 3 1 3 7 3 2 Automobile Association * - - - - * 1 Other * - 1 - 1 1 - None 1 1 1 - 1 * 1 Packaqe trip (43) (38) (41) (38) (37) Yes (56) (52) Flight 42 36 41 54 38 36 50 Accommodation 41 36 5 34 33 4 41 36 6 55 37 34 3 34 31 5 50 Guided tour (rented car) 46 44 Flight/accommodation 9 6 Flight/accommodation/ guided tour (rented car) 35 30 35 44 32 28 43 Other combinations 3 4 1 3 3 4 4 No (57) (62) (59) (44) (62) (63) (48) * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Koto 1on ° 95 EXHIBIT 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total respondents took long haul trip (100%) Where booked (Total mentions) Travel agent Airline Total E 884 % 73 20 20 19 9 7 1 56 20 13 1 10 74 12 8 2 4 1 1.1 Rural Jeach 121 % 75 24 Basic Ame- nities 138 % 73 18 18 21 11 10 1 57 17 13 1 11 IA Culture Ci and Comfort N 124 % 74 19 4 8 1 48 23 13 1 15 jiture and ature 123 % 70 24 16 20 Sports & En- tertain- ment 259 % 72 22 17 Out- doors & Comfort 117 % Stay with friends/relative 31 24 Direct with hotel etc. 15 11 2 2 ® 27 16 1 10 3^ 75 10 7 3 4 1.1 25 11 Did not book in advance 18 10 7 1 4 Tour company/holiday company Other Number of months before leavinq - decided on destination 15 1 52 23 16 2 7 68 17 10 2 3 1.1 9 1 2 months or less 66 56 Over 2 months - 4 months Over 4 months - 6 months Over 6 months - 8 months Over 8 months 16 10 1 8 IA 76 10 7 2 4 1.0 22 14 1 8 Mean 3.6 2.8 Number of months before leaving - trip was booked 64 19 8 2 4 2 1.4 1 month or less 81 75 Over 1 month - 2 months Over 2 months - 3 months Over 3 months - 4 months Over 4 months - 6 months Over 6 months Mean 7 8 2 2 (53& 14 4 2 2 2 1.1 Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1 990 -96 EXHIBIT 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total trips to U.S. taken by respondents (100%) Mode of transportation used within U.S. ~ Plane Private car Rented car Public transportation (within cities) Bus between cities Train Boat Camper or RV Other Sports Basic Culture Culture & En- Out- Rural Ame- and and tertain- doors & Total Beach nities Comfort Nature ment Comfort 350 55 51 45 42 107 49 % % % % % % % 66 60 62 33 24 13 55 73 67 20 22 7 69 (45) 29 70 59 38 27 13 67 61 78 57 30 20 37 16 29 30 48 29 13 24 4 10 16 4 7 12 11 6 10 7 14 4 7 13 12 3 4 2 2 - 6 - 24 7 18 24 33 27 33 Total trips to Canada taken by respondents (100%) 67 11 + + 6++ 13+ + % Mode of transportation used within Canada Private car 57 Rented car 31 Plane 28 Public transportation (within cities) 16 Train 8 Bus (between cities) 5 Boat 8 Other 13 4++ 20+ 13+ + (H) 40 25 30 10 5 10 30 + Small base size + + Data omitted due to small base size Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1990 97- EXHIBIT 50 PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA y PRODUCT SEGMENT Sports Basic Culture Culture & En- Out- Rural Ame- and and tertain- doors & Total Beach nities Comfort Nature ment Comfort Total respondents (100%) 1200 198 169 152 173 354 152 % % % % % % % Provinces and Territories Newfoundland/Labrador 10 14 11 9 6 11 9 P.E.I. 1 1 2 1 1 2 - Nova Scotia 2 1 3 2 1 1 2 New Brunswick 1 1 1 2 1 * 1 Quebec 60 65 57 61 64 60 51 Ontario 76 75 78 75 77 76 72 Manitoba 6 6 5 6 7 6 7 Saskatchewan 2 2 1 1 2 2 4 Alberta 21 19 27 <§> 24 23 British Columbia 45 42 39 45 49 Yukon 9 8 8 12 10 9 7 Northwest Territories 10 12 14 8 7 10 11 Specific Destinations 50 45 49 44 49 43 45 49 49 48 Niagara Falls 58 47 Montreal 47 38 Toronto 27 29 25 21 34 26 25 Vancouver 24 20 22 29 24 24 24 Vancouver Island 14 12 12 8 17 7 9 7 14 11 7 13 11 16 6 14 16 13 8 13 Calgary 22 12 Quebec City 11 7 18 9 Ottawa 10 6 Pt. Pelee National Park 5 4 7 5 6 4 5 Winnipeg 4 4 3 4 3 5 3 3 4 5 3 4 4 5 1 4 3 4 4 Victoria 9 St. Johns 1 White horse 2 2 2 3 1 3 4 * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1 990 98 EXHIBIT 51 PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S. PRODUCT SEGMENT Sports Basic Culture Culture & En- Out- Rural Ame- and and tertain- doors & Total Beach nities Comfort Nature ment Comfort Total respondents (100%) 1200 198 169 152 173 354 152 % % % % % % % Top States California 61 63 60 60 63 59 62 New York 51 53 57 54 46 48 48 Hawaii 37 40 36 34 36 37 38 Arizona 23 25 Sf> 21 27 24 21 Florida 20 23 23 17 20 17 Washington D.C. 13 11 11 15 15 13 11 Nevada 9 6 13 6 4 14 7 Texas 8 8 6 9 9 8 6 Washington 8 6 11 7 6 7 10 Colorado 6 7 4 5 8 6 3 Illinois 4 3 4 5 4 4 6 Pennsylvania 3 3 2 3 4 1 3 8 Travel Reqions Travel South 25 27 26 28 25 24 21 Visit U.S. West 82 86 82 79 83 81 81 New England 3 3 2 1 5 2 1 Old West Trail Foundation 5 5 3 7 6 4 8 America's Heartland 11 12 10 12 12 11 8 Foremost West 30 31 24 31 36 31 26 George Washington Country 18 14 17 19 20 18 17 Great Lakes 9 9 7 7 9 9 10 Note: Circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1 900 99 Total respondents (100%) 11 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding N.Y.) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands EXHIBIT 51 ( cont'd) PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING -U.S. PRODUCT SEGMENT Sports Basic Culture Culture & En- Out- Rural Ame- and and tertain- doors & Total Beach nities Comfort Nature ment Comfort 1200 198 169 152 173 354 152 % % % % % % % 4 6 4 3 2 3 5 3 3 4 2 4 1 2 3 3 2 1 6 2 1 52 54 59 56 49 49 49 3 4 3 3 4 2 3 8 8 7 7 8 9 10 34 35 34 39 34 33 30 17 13 18 19 18 17 16 9 8 7 10 12 9 6 37 37 34 34 40 42 30 67 69 70 66 70 64 68 i) 14 13 18 11 16 10 19 38 41 36 36 36 39 38 Specific Destinations Los Angeles New York City Grand Canyon National Park Niagara Falls Disneyland San Francisco Las Vegas Miami Tuscon Chicago Hollywood Rocky Mountain National Park 29 29 33 27 27 28 34 25 24 32 26 24 24 23 21 22 20 24 22 19 17 16 18 14 18 19 14 15 16 13 12 15 C7> 10 7 8 15 10 9 12 9 6 11 6 4 13 6 8 7 8 9 8 10 7 6 7 5 4 10 4 7 4 2 4 5 4 4 6 4 5 3 5 5 5 1 * Less than 0.5% Note: Circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1 990 100- EXHIBIT 52 PRODUCT SEGMENTS - MEDIA READERSHIP PRODUCT SEGMENT Total respondents (100%) Top 5 daily newspapers Chosun llbo Donga llbo Sports Seoul Joongang llbo Hankyoreh Shinmun Sports Basic Culture Culture & En- Out- Rural Ame- and and tertain- doors & Total Beach nities Comfort Nature ment Comfort 1200 198 169 152 173 354 152 % % % % % % % 51 56 44 53 56 52 45 34 33 31 37 32 36 35 17 19 14 10 21 19 13 16 14 11 17 15 17 18 15 19 CD 14 21 15 CD Top 5 weekly periodicals/ magazines Sisa Journal Weekly Chosun Korea Sunday News Korea Saturday News Sunday Seoul Top 5 monthly/bi-weekly periodicals/magazines New Donga Reader's Digest Monthly Chosun Women's Joongang Saemteo Top 5 travel/ski magazines Monthly World Tour Monthly Mountains Overseas Trip City Life Monthly Tour Digest 17 23 13 15 19 18 15 17 15 14 17 22 16 18 7 8 8 12 8 6 5 4 6 4 7 6 3 4 4 4 4 5 2 4 5 21 12 12 12 11 6 23 19 15 10 31 24 13 15 9 21 15 21 (8) 14 22 11 9 5 9 7 9 6 9 9 5 7 5 5 3 7 7 5 3 5 6 2 5 8 4 3 4 5 4 4 4 4 4 2 2 2 4 1 1 2 2 1 1 3 4 1 2 Note: Boxed and circled numbers represent those referred to in the main text Pleasure Travel Markets to North America South Knroci i^on 101 7. TRAVEL PHILOSOPHY SEGMENTATION 7.1 Overview The philosophy segmentation was based on a series of 25 statements relating to how people think about travel in an overall sense as well as how they prefer to travel. The statements took in a variety of issues ranging from making travel arrangements to preferences for different kinds of trips. Respondents were asked on a 4-point scale how much they agreed or disagreed with each statement in order to obtain an overall profile of their travel attitudes or philosophy. Before looking at the segmentation results themselves, it is worthwhile examining the general tendencies of South Korean long haul pleasure travelers based on their overall mean scores on the four point scale used. Respondents seemed concerned with costs stating that inexpensive travel to their destination (3.5), traveling on reduced fares (3.3) and value for their vacation dollars (3.1) were important to them. As far as the trip itself is concerned they prefer to visit different places each trip (3.4), have their arrangements made beforehand (3.3) and would rather travel around (3.2) than stay put while on vacation (2.2). Paying for luxuries while on vacation (2.0) was not at all necessary and they disagreed that one doesn't have to travel to enjoy a vacation (2.1) (Reference: Exhibit 55) Pleasure Travel Markets to North America - South Kor'p.i 1 r >°° 102 7.2 Segments The segmentation analysis yielded a total of four travel philosophy segments. EXHIBIT 53 TRAVEL PHILOSOPHY SEGMENTS* LUXURY GUARDED (37%) BUDGET INDEPENDENT (21%) ENTHUSIASTIC INDEPENDENT (23%) PACKAGE (19%) *Based on total sample of 1,200 respondents. The following are brief descriptions of the travel philosophy segments relative to each other: Enthusiastic Independent traveler (23%) - These travelers heartily embrace independent travel. They enjoy making their own travel arrangements, whether in advance or as they go along, and reject package vacations. More important than the cost of travel is its value to these travelers, who are the most likely to agree that money spent on travel is money well spent. Pleasure Travel Markets to North America - South Korea t^n 103 Luxury Guarded traveler (37%) - This group have a somewhat conservative approach to travel, preferring to stay put in a destination familiar to them rather than traveling from place to place or to somewhere new. Though willing to spend money on luxuries, they do not feel they must travel in order to enjoy a vacation. Instead, they would sooner spend money on other things and not bother making travel arrangements, which are otherwise left to their travel partners. Budget Independent traveler (21%) - The travelers in this group enjoy making their own travel arrangements, although these can be a bother to them. While avoiding package tours and luxuries in general, they seek to travel inexpensively (e.g. take advantage of reduced air fares) and not spend a lot on their vacation. Package traveler (19%) - Respondents in this group show a preference for package travel, partly for the ease of arrangements it offers them to have their travel agent/co-travelers organize things, but also because it is a good way to travel from place to place and see new places on each trip. (Reference: Exhibit 56) Pleasure Travel Markets to North America - South Korea 1 990 104- Again in order to provide a visual summary of the differences among the segments, a discriminant map was produced. The two dimensions shown on the map accounted for (76%) of the variance in the differences among the segment groups. It should again be noted that only the most important attributes (the ones with the most discriminating ability) are shown on the map. It is also worth noting that this map leaves a portion of the variance unexplained. A third dimension visualized going into and through the page would help to separate some of the things in this map that look close together, although they do not belong together according to the results of the multi-dimensional segmentation performed on these data. An example would be the proximity of "money spent on travel is well spent" to the Luxury Guarded group, which are distinguished from each other more along a third dimension than can be seen from their appearance on the flat surface of the page. At the bottom of the map are both the Budget Independent and Enthusiastic Independent groups both strongly associated with enjoying making their own vacation arrangements. The Budget group also has close ties with being concerned with inexpensive travel to their destination and not having to spend a lot to have a good time. The Enthusiastics agree that money spent on travel is well spent. Halfway up the map, to the right is the Luxury Guarded segment in close association with the philosophy that its worth paying for luxuries. On the other hand this somewhat conservative group of travelers choose places they have been to before, like to stay put in their destination and in fact indicate that they would rather spend money on other things. The Package group, situated well to the top of the map, illustrate their close association with traveling on all-inclusive package vacations and a preference for guided tours. Whether using a travel agent or co-traveler to do the organizing they usually buy vacation packages with accommodation and transportation included. (Reference: Exhibit 54) Pleasure Travel Markets to North America - South Korea 19°0 105 Pleasure Travel Markets to North America - South Korea 1990 106 7.3 Segment profiles With respect to the profiles of the different travel philosophy segments, the following are characteristics which describe each segment: Enthusiastic Independent traveler Luxury Guarded traveler Budget Independent traveler Demographics More likely than average to be: - young (18-24) - single, with children - a student - university educated Travel behaviour More likely than average to have: - traveled alone - not taken a package trip - booked accommodation directly with the hotel or not booked in advance - taken longer to decide on destination - traveled to the U.S. recently Less likely than average to have: - traveled on a package trip Media More likely than average to read Sisa Journal and Reader's Digest Demographics More likely than average to be: - married Travel behaviour More likely than average to have: - used friends/family as sources of planning information Demographics More likely than average to be: - male - a resident of Taegu - university educated - in a lower income category Pleasure Travel Markets to North America - Gout 1 , Kor^n 1 °°o 107 Travel behaviour More likely than average to have: - taken a combined business/pleasure trip - booked theirtravel through the airline - decided on destination 2 months or less before departure Less likely than average to have: - traveled in spring - used a travel agent for information or booking - traveled on a package trip Package traveler - Demographics More likely than average to be: - older (45-64 years of age) - married - a homemaker - high school educated - a couple with children Less likely than average to be: - a resident of Seoul Travel behaviour More likely than average to have: - visited Asia on two most recent long haul trips and not Europe or the United Kingdom - been interested in visiting Asia - taken a touring trip - traveled in a large party with family - used tour operator in planning their trip and not books or the library - taken a package vacation that included flight, accommodation, guided tour - booked theirtrip through a tour company Less likely than average to have - consulted books or a library for information Destinations of interest in Canada/U.S. More likely than average to be interested in: - visiting Niagara Falls (Reference: Exhibits 57 to 61) Pleasure Travel Markets to North America - South Korea 1 990 108- 7.4 Implications Budget Independent travelers, being cost conscious and fond of making their own arrangements especially as they travel, are most likely to take combined business and pleasure trips. Because they are not likely to use a travel agent or to book a package vacation, these travelers have to be reached through media communications. The fact that they are more likely to be university-educated males in a lower income bracket should help determine the best way to communicate to them about reduced fares and inexpensive travel once they are within the destination, although they did not indicate interest in any one country as their preferred destination. Package travelers are most likely to have traveled to Asia, but not the U.K. or Europe. They also have a high level of interest in visiting Asia. In developing packages to meet this group's needs it should be remembered that they prefer all-inclusive packages for themselves and their family. Luxury Guarded travelers tend to consult friends or relatives when making their travel plans. They have not visited, and have not shown interest in visiting, any one particular destination. Being reluctant to spend money on travel, this group of travelers must be offered luxuries in a destination where they can be pampered. The Enthusiastic Independent group tend to travel alone and to book their accommodations themselves directly with the hotel. A younger group, not interested in package vacations, they are somewhat budget conscious but feel strongly that money spent on travel is money well spent. Pleasure Travel Markets to North America - South Korpi ionn 109- EXHIBIT55 AGREEMENT WITH TRAVEL PHILOSOPHY STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total respondents Total 1200 Inexpensive travel to destination is important Like to go to different places each trip Usually travel on reduced fares Like to have arrangements made before leaving Rather travel from place to place than stay put Imortant that people speak my language Value for vacation money is important Take short pleasure trips whenever can Like to make arrangements as go along Don't have to spend a lot to enjoy vacation Often choose places friends have been Enjoy making own arrangements Usually use travel agent to help choose destination Prefer a number of short trips over one long trip Usually buy vacation packages Money spent on travel is well spent Prefer guided tours Usually travel on all-inclusive packages Prefer to leave organizing to co-traveler Like to stay put at destination Just as soon spend on things other than travel Arrangements such a bother rather not travel Usually choose places been before Don't have to travel to enjoy vacation Worth paying for luxuries 3.5 3.4 3.3 3.3 3.2 3.1 3.1 3.1 3.0 2.9 2.9 2.8 2.7 2.7 2.7 2.5 2.4 2.4 2.4 2.2 2.1 2.1 2.1 2.1 2.0 Pleasure Travel Markets to North America - South Korea 1990 110 EXHIBIT 56 TRAVEL PHILOSOPHY SEGMENTS ENTHUSIASTIC INDEPENDENT (23%) Enjoy making own arrangements Money on travel is well spent Value for vacation money is important Like to have arrangements made before leaving Prefer to leave organizing to co-traveler Don't have to spend a lot to enjoy vacation Usually buy vacation packages Prefer guided tours Arrangements such a bother rather not travel Don't have to travel to enjoy vacation LUXURY GUARDED (37%) Worth paying for luxuries Just as soon spend on things other than travel Like to stay put at destination Usually choose places been before Arrangements such a bother rather not travel Usually travel on reduced fares Like to have arrangements made before leaving Rather travel from place to place than stay put Like to go to different places each trip Inexpensive travel to destination important BUDGET INDEPENDENT (21%) Don't have to spend a lot to enjoy vacation Don't have to travel to enjoy vacation Inexpensive travel to destination important Enjoy making own arrangements Usually use travel agent to help choose destination Worth paying for luxuries Money on travel is well spent Prefer guided tours Usually travel on all-inclusive packages Deviation from overall statement mean + 0.5 + 0.5 + 0.4 + 0.3 -0.3 -0.4 -0.4 -0.5 -0.5 -0.5 + 0.4 + 0.3 + 0.3 + 0.3 + 0.3 -0.3 -0.3 -0.3 -0.3 -0.3 + 0.6 + 0.3 + 0.3 + 0.3 -0.4 -0.5 -0.5 -0.5 -0.6 Pleasure Travel Markets to North America - South Korea 1990 - 111 - EXHIBIT 56 (cont'd) TRAVEL PHILOSOPHY SEGMENTS Deviation from overall statement mean PACKAGE (19%) Usually travel on all-inclusive packages + 1 .0 Prefer guided tours +0.9 Usually use travel agent to help choose destination + 0.5 Important that people speak my language +0.3 Usually buy vacation packages +0.3 Prefer to leave organizing to co-traveler + 0.3 Like to stay put at destination -0.3 Just as soon spend money on things other than travel -0.3 Worth paying for luxuries -0.4 Enjoy making own arrangements -0.5 Pleasure Travel Markets to North America - South Korea 1990 112 EXHIBIT 57 TRAVEL PHILOSOPHY SEGMENTS DEMOGRAPHICS Total respondents (100%) Sex Age Male Female 18- 24 years 25 - 34 years 35 -44 years 45- 54 years 55- 64 years 65 years or over Marital status Single Married Living together Divorced/separated/widowed Occupation Owner/self employed Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Student Retired Homemaker Other Region Seoul Pusan Taegu Incheon Kwangju Taejon TRAVEL PHILOSOPHY SEGMENT Total Enthu- siastic Inde- pendent 273 B Luxury I Guarded pe 442 udget nde- Pc ■ndent tr 252 ickage aveler 1200 228 % % % % % 54 46 53 47 53 47 64 36 50 50 20 28 23 32 26 9 2 * 17 28 22 18 11 4 23 33 21 12 8 4 7 16 26 16 10 22 23 4 7 31 66 * 49 51 26 I 72 l * 39 58 12 84 1 1 1 2 * 3 3 3 2 3 16 18 15 20 14 23 23 24 23 22 2 1 3 1 3 * * _ _ * 18 tui 13 23 5 11 5 13 8 16 20 12 22 14 I 29 1 7 7 7 7 6 53 54 59 48 (45) 19 21 19 18 16 11 9 8 Lm 13 8 6 6 9 12 5 6 3 5 8 5 4 5 4 5 * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1 990 - 113- EXHIBIT 57 (cont'd) TRAVEL PHILOSOPHY SEGMENTS DEMOGRAPHICS Total respondents (100%) Education Some/completed primary school Some/completed middle school Some/completed high school Some/completed college/university Life cycle Living alone Living with one adult Single with children Couple with children Other Living arrangement Live alone Live with children Live without children Mean no. of adults 18 years or over in household - Whether any children under 18 years in household Yes No Average monthly household expenditures in Won 300,000 and under 310,000-500,000 510,000-700,000 710,000-900,000 910,000-1,100,000 1,110,000-1,500,000 1,510,000 and over Mean (Won x 1,000) 3.3 TRAVEL PHILOSOPHY SEGMENT Package traveler 3.5 60 58 40 42 3 4 15 12 19 17 16 15 23 26 14 15 10 11 3.2 59 41 3 13 20 14 23 15 12 Enthu - siastic B udget Inde- Luxury I nde- Total pendent Guarded pe i ndent 1200 273 442 252 % % % % 4 * 5 2 3 - 2 2 20 13 23 14 74 87 70 82 1 2 1 * 8 7 9 7 12 18 11 13 48 40 48 45 31 33 31 35 1 2 1 * 60 58 59 58 39 40 40 40 3.3 58 42 21 18 18 20 13 8 228 % 8 7 30 56 1 9 8 57 25 1 65 34 3.2 65 35 3 15 21 20 24 9 10 915.9 945.1 941.4 889.6 * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America South Korea 1Q( ?0 114 EXHIBIT 58 TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Total respondents (100%) Mean no. of 4+ night pleasure trips in past 3 years Whether any children under 18 years in household** Total 1200 % 3.9 Enthu- siastic Inde- pendent 273 3.8 Luxury Guarded 442 3.7 Budget Inde- pendent 252 % 4.1 Package traveler 228 4.3 Short haul - Korea 39 41 39 38 39 -Japan/China 26 25 23 32 27 Long haul 89 90 88 87 91 Destinations visited on two most recent lonq haul trips *** Asia 42 (34) 31 33 41 (33) 31 39 (35) 30 56 Total U.S. (unduplicated mentions) (40) (29) Mainland U.S. 36 27 Hawaii/Guam/Samoa 5 6 3 6 4 Europe/United Kingdom 17 21 18 15 < 00 Canada 6 9 5 6 4 Australia/New Zealand 3 3 4 3 1 Near/Middle east 2 1 2 4 1 Africa 1 1 1 * - Central/South America 1 1 1 1 1 Mexico 1 * - 2 2 West Indies/Caribbean * * 1 - - Other South Pacific * 1 * - - * Less than 0.5% ** Based on 997 respondents who had actually taken at least one plane trip in past 3 years *** Based on 1,135 such trips taken by respondents Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America South Korea 1990 »■■ 115 EXHIBIT 58 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Enthu- siastic Budget Inde- Luxury Inde- Package Total pendent Guarded pendent traveler Total respondents (100%) 1200 273 442 252 228 % % % % % One lonq haul destination most like to visit Europe/United Kingdom 61 60 63 64 56 Total U.S. (unduplicated mentions) (13) (14) (14) (9) (16) Mainland U.S. 10 10 10 9 9 Hawaii/Guam/Samoa 4 4 4 - 7 Asia 10 8 7 13 |151 Australia/New Zealand 5 4 5 7 6 Canada 3 3 5 1 4 Africa 3 5 2 2 1 Central/South America 2 4 1 1 1 Near/Middle East 2 1 3 3 2 Mexico * 1 - 1 - Other South Pacific 1 1 1 - - * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America South ^nro,^ 1900 116- EXHIBIT58 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS Total Total respondents took long haul trip (100%) Mean no. of nights away on trip Season trip was taken Winter Spring Summer Fall Type of trip (two most recent) ** Combined business and pleasure Touring trip Visit friends and relatives Exhibition, special event or theme park City trip Outdoor trip Resort People traveled with Wife/husband/girl friend/boy friend Business associates/colleagues Organized group/club/etc. Traveled alone Friends Child(ren) Father/mother Other relatives Mean no. of people in travel party Mean no. of children under 18 in travel party TRAVEL PHILOSOPHY SEGMENT Enthu- siastic Budget Inde- Luxury Inde- Package pendent Guarded pendent traveler 884 195 325 179 178 % % % % % 18.2 19.1 20.0 21.2 11.3 26 15 26 12 23 18 31 CD 24 17 38 42 34 41 37 22 20 25 19 22 45 44 44 I 54 1 36 36 36 36 26 50 15 12 18 15 12 2 4 1 1 1 2 3 1 1 1 1 1 - 2 - * * * * * 24 15 27 21 I 33 | 23 19 22 27 24 21 21 20 17 25 20 \m 22 21 10 14 17 12 12 14 6 6 6 9 9 3 4 2 4 2 3 3 4,2 2 4A 3 4^ 5 4J> | 5.5 | 0.4 0.6 0.3 0.4 0.4 * Less than 0.5% ** Based on 1,135 trips taken Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1990 117 EXHIBIT 58 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Total respondents took long haul trip (100%) Sources of information used in planning Travel agent Friends/family Clubs/associations Brochures/pamphlets Books/library Tour operator/company Airline Newspaper/magazine article Government tourism office/board Embassy /consulate Advertisements Automobile Association Other None Whether package trip Yes Flight Accommodation Guided tour (rented car) Flight/accommodation Flight/accommodation/guided tour (rented car) Other combinations No Enthu- siastic Budget Inde- Luxury Inde- Package Total pendent Guarded pendent traveler 884 195 325 179 178 % % % % % 56 52 61 c§> 61 40 38 [47] 39 33 30 34 31 29 26 19 24 15 21 18 11 16 8 15 OD 11 10 9 8 20 8 9 8 8 5 7 8 9 5 4 6 8 6 6 3 4 2 6 4 - 3 2 4 5 2 * - * - 1 * - 1 1 - 1 1 (29) 1 (43) 1 (29) (43) (70) 42 27 43 27 70 41 27 42 26 69 36 C3> 5 37 6 5 63 5 7 35 CID 35 C2> 62 3 5 2 4 1 (57) I (7D| (57) 1(71)1 (30) * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Kore a 1 990 118 EXHIBIT 58 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Total respondents took long haul trip (100%) Where components of trip were booked Travel agent Airline Stay with friends/relatives Direct with hotel etc. Did not book in advance Other Enthu - siasti< Budget Inde- Luxury Inde- Package Total pendent Guarded pendent traveler 884 195 325 179 178 % % % % % 73 76 74 G£> 76 20 21 19 32 8 20 24 20 24 10 19 27 18 25 9 9 16 5 15 3 Number of months before leaving decided on destination 2 months or less Over 2 months - 4 months Over 4 months - 6 months Over 6 months - 8 months Over 8 months Mean Number of months before leaving trip was booked 1 month or less Over 1 month - 2 months Over 2 months - 3 months Over 3 months - 4 months Over 4 months - 6 months Over 6 months Mean 56 56 57 64 20 17 22 18 13 15 11 10 1 1 2 1 10 11 9 2.8 7 2.9 3.7 2.5 74 71 75 76 12 13 12 11 8 9 7 7 2 3 2 2 4 4 4 2 1 1 * 1 1.1 1.2 1.1 1.0 48 22 18 1 12 3.4 73 13 7 2 4 1.1 * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America • South Kot-» iooo -119 EXHIBIT 58 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS Total trips to U.S. taken by respondents (100%) Mode of transportation used within the U.S. Plane Private car Rented car Public transportation within cities Bus between cities Train Boat Camper or RV Other Total TRAVEL PHILOSOPHY SEGMENT Enthu- siastic Budget Inde- Luxury Inde- Package pendent Guarded pendent traveler 350 88 129 71 61 % % % % % 66 67 64 61 75 61 61 67 61 51 30 32 25 34 33 30 24 35 31 28 13 14 13 16 7 10 8 9 17 5 10 10 6 12 16 3 - 5 4 - 24 22 25 20 30 Total trips to Canada taken by respondents (100%) Other 67 13 22 + 21 + % % % Mode of transportation used within Canada Private car 57 55 57 Rented car 31 32 19 Plane 28 27 33 Public transportation within cities 16 9 24 Train 8 9 14 Boat 8 9 14 Bus between cities 5 - 10 29 14+ + 10+ + + Small base size + + Data omitted due to small base size Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1 990 - 120 - EXHIBIT 59 TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA TRAVEL PHILOSOPHY SEGMENT Enthu- siastic Budget Inde- Luxury Inde- Package Total pendent Guarded pendent traveler Total respondents (100%) 1200 273 442 252 228 % % % % % Provinces and Territories. Newfoundland/Labrador 10 9 10 10 10 P.E.I. 1 3 1 1 1 Nova Scotia 2 2 1 1 2 New Brunswick 1 1 1 1 2 Quebec 60 60 60 62 56 Ontario 76 75 75 76 77 Manitoba 6 6 6 7 4 Saskatchewan 2 3 2 2 1 Alberta 21 23 22 19 21 British Columbia 45 44 47 48 41 Yukon 9 8 9 11 9 Northwest Territories 10 12 10 8 11 Specific Destinations Niagara Falls 50 42 49 48 I 63 | Montreal 45 46 46 44 45 Toronto 27 29 28 25 22 Vancouver 24 25 24 27 17 Vancouver Island 14 14 16 13 12 Calgary 12 13 14 10 11 Quebec City 12 13 11 15 10 Ottawa 8 12 6 9 6 Pt. Pelee National Park 5 6 4 4 7 Winnipeg 4 5 5 4 1 Victoria 4 2 4 5 6 St. Johns 3 3 3 4 3 Note: Boxed numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1990 -121 - EXHIBIT 60 TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA TRAVEL PHILOSOPHY SEGMENT Enthu- siastic Budget Inde- Luxury Inde- Package Total pendent Guarded pendent traveler Total respondents (100%) 1200 273 442 252 228 % % % % % Top States California 61 62 61 66 55 New York 51 46 53 48 53 Hawaii 37 36 35 41 38 Arizona 23 25 23 19 26 Florida 20 21 21 20 17 Washington D.C. 13 11 14 12 13 Nevada 9 11 9 6 11 Washington 8 6 9 6 11 Texas 8 9 8 10 5 Colorado 6 7 5 8 4 Illinois 4 4 4 4 4 Pennsylvania 3 3 2 2 3 8 Travel Reqions Travel South 25 28 24 26 22 Visit U.S. West 82 82 83 81 82 New England 3 6 2 3 1 Old West Trail Foundation 5 7 4 5 4 America's Heartland 11 12 11 12 7 Foremost West 30 34 28 28 31 George Washington Country 18 17 18 15 20 Great Lakes 9 7 9 11 8 Pleasure Travel Markets to North America - South Korea 1990 122 EXHIBIT 60 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA TRAVEL PHILOSOPHY SEGMENT Total respondents (100%) 11 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding N.Y.) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands Specific Destinations Los Angeles New York City Grand Canyon National Park Niagara Falls Disneyland San Francisco Las Vegas Miami Tuscon Chicago Hollywood Rocky Mountain National Park Enthu- siastic Budget Inde- Luxury Inde- Package Total pendent Guarded pendent traveler 1200 273 442 252 228 % % % % % 4 3 4 4 3 3 3 2 4 2 3 6 2 3 1 52 49 54 49 55 3 4 3 2 3 8 7 9 10 8 34 34 35 34 33 17 16 17 15 18 9 10 8 10 5 37 42 36 32 40 67 67 66 71 67 14 10 14 14 18 38 37 36 42 38 * - * - - 29 29 29 28 31 25 26 25 25 22 21 23 21 16 23 17 14 18 13 24 14 13 15 12 15 10 8 9 14 7 9 10 9 4 11 8 9 9 8 7 6 3 5 7 7 4 4 3 4 4 4 6 5 3 4 3 4 4 3 1 Less than 0.5% Pleasure Travel Markets to North America - South Korea 1 990 - 123 - EXHIBIT 61 TRAVEL PHILOSOPHY SEGMENTS MEDIA READERSHIP Total respondents (100%) Top 5 daily newspapers Chosun llbo Donga llbo Sports Seoul Joongang llbo Hankyoreh Shinmun Top 5 weekly periodicals/magazines Sisa Journal Weekly Chosun Korea Sunday News Korea Saturday News Sunday Seoul Top 5 monthly/bi-weekly periodicals/magazines New Donga Reader's Digest Monthly Chosun Women's Joongang Saemteo Top 5 travel/ski magazines Monthly World Tour Monthly Mountains Overseas Trip City Life Monthly Tour Digest Total TRAVEL PHILOSOPHY SEGMENT Enthu- siastic Budget Inde- Luxury Inde- Package pendent Guarded pendent traveler 1200 273 442 252 228 % % % % % 51 51 50 57 46 34 34 36 33 34 17 17 17 18 13 16 17 14 18 15 15 18 12 20 10 17 L25J 15 16 14 17 18 14 21 16 7 8 5 11 7 4 6 3 7 3 4 3 4 4 5 21 22 21 23 16 15 I 23 1 11 19 8 14 14 14 16 13 9 6 9 8 11 7 10 6 8 6 5 6 4 5 4 5 8 4 4 2 4 5 5 4 3 2 2 1 3 1 2 * 2 2 3 * Less than 0.5% Note: Boxed numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1 990 124 8. BENEFIT SEGMENTATION 8.1 Overview This segmentation was based on the importance ratings given to a series of 30 items relating to reasons why people might want to go on a vacation, and to experiences sought. In terms of the overall most important benefits, respondents gave high ratings to attributes related to expanding their horizons. These attributes included learning new things and increasing their knowledge (3.6), experiencing new and different lifestyles (3.5), seeing and experiencing a foreign destination (3.4) and seeing as much as possible (3.4). Another important benefit for travelers was simply getting away from their daily routine. For example, getting a change from a busy job (3.2), and rediscovering myself (3.2) were highly rated benefits. Travelers were generally not interested in strenuous physical activity, whether it be just watching sporting events (2.0), or even participating in sports (1.8). At the same time, indulging in luxury (1 .8) was not an attractive benefit either. (Reference: Exhibit 64) Pleasure Travel Markets to North America - South Korea 1990 125 8.2 Segments A total of four benefit segments were identified in the analysis. EXHIBIT 62 BENEFIT SEGMENTS* ADVENTURE (20%) FAMILY (24%) SPORTS (35%) FAMILY GETAWAY (21%) *Based on total sample of 1,200 respondents. The following are brief descriptions of the benefit segments relative to each other: Family Getaway traveler (21%) Travelers in this segment want to get away from the demands of home and/or a busy job, preferring to experience a simpler lifestyle, free to act the way they feel even if it means doing nothing at all. While wanting to escape the ordinary, they also want to make their vacation a safe and secure, home-away-from-home, family experience. Pleasure Travel Markets to North America - South Korea 1 990 -126 Sports traveler (35%) - Travelers in this group are mainly interested in sporting activities, whether participating in sports or watching sports events. This seems to be equated with luxury and, perhaps, some status when they talk about it after their trip. Adventure traveler (20%) - This group of respondents say that they like to "rough it", by which it appears they mean that they like to feel daring and adventuresome experiencing new/different lifestyles in a foreign destination their friends have never seen. In this manner they find thrills and excitement while learning new things to increase their knowledge. Family traveler (24%) - This group of travelers see travel as a chance primarily to be with family and friends while on vacation, either in places where their family came from or in historically important places where they can expect to learn something. (Reference: Exhibit 65) Pleasure Travel Markets to North America • South Korea 1990 127- A visual summary of the differences among the segments was again produced on a discriminant map. The two dimensions shown on the map accounted for 77% of the variance among the segment groups. Once more it should be noted that only the attributes with the longest lines (i.e. the ones with the most discriminating ability) are shown on the map. As mentioned in the summary for Exhibit 54 (Discriminant Map for Travel Segments) a third dimension, not possible to illustrate on the flat surface of the page, would explain the remaining variance not accounted for on this map. The wide spacing of three of the four segment groups on the map indicates that they are quite distinct from each other. The Sports group distinguishes itself by a close association with physical activities, sports participation and spectating. They also appreciate indulging in luxury. The Family Getaway Segment is associated with other dimensions in their quest to experience a simpler lifestyle, while feeling at home away from the demands at home. At the far left of the map, the Family segment is distinguished by their preference for visiting places their families came from and by visiting friends and relatives. Having the family together is also a travel benefit among this group. At the very top of the map, the Adventure group distances itself from all the attributes noted for the other three groups. This segment is identified with roughing it, being daring and adventuresome, and finding thrills and excitement. (Reference: Exhibit 63) Pleasure Travel Markets to North America - South Korea 1990 128 - 00 X t/> LU CO O < < Of U CO LU DC > D < 5 < Pleasure Travel Markets to North America - South Korea 1 0on 129 8.3 Segment profiles The following characteristics disproportionately describe each segment: Family Getaway traveler Sports traveler Adventure traveler Demographics More likely than average to be: - female - middle aged (35-44 years) - married - part of a couple with children - a homemaker Travel behaviour More likely than average to have: - Interest in visiting the Europe/the U.K. - traveled with a wife/husband/girlfriend/boyfriend or children - traveled on a package including flight/accommodation/ guided tour Media Less likely than average to read the New Donga Travel behaviour More likely than average to have: - traveled alone - book directly with the hotel Demographics More likely than average to be: - in a larger household - younger (18-24 years) - single, with children - a student - university educated - from Incheon, or Taegu, but not Seoul - lower income Travel behaviour More likely than average to have: - visited Europe/the U.K. - traveled in summer - not traveled with a spouse/girl friend/boy friend but with friends - used books/library as a source of planning information - traveled by public transportation within the U.S. - not booked in advance or booked through a tour company Pleasure Travel Markets to North America South K-^p-s -non - 130 - - Destinations of interest in Canada/U.S. More likely than average to be interested in : - visiting the U.S. West Travel Region and the Pacific Census Division - Media More likely than average to read the Hankyoreh Shinmun and Reader's Digest - Family traveler - Demographics More likely than average to be: - older (45-64 years of age) - married - homemakers Less likely to have children - Travel behaviour More likely than average to have: - been visiting friends and relatives and stayed with them - not been on a touring trip (Reference: Exhibits 66 to 70) Pleasure Travel Markets to North America - South Korea 1 090 -131 - 8.4 Implications Family Getaway and Family travelers were among the most likely to have visited the mainland U.S., and they should therefore be regarded as the most promising segments overall for U.S. travel. The goal would be to appeal to these travelers' desire to escape from their daily routine and to do nothing at all while atthe same time emphasising family activities. Adventure and Sports travelers represent two other, less promising groups for travel to Canada and the U.S. Accordingly, North America should be positioned as a location where it is possible to find opportunities to be daring and adventuresome, as well as sports and physical activities, i.e. the traits desired by these respondents. Given the Adventure group's willingness to "rough it", the ample wilderness and outdoors opportunities in both Canada and the U.S. (ranging from sightseeing and scenery to white water rafting and mountain climbing) would be well suited to their needs. Not surprisingly, these travelers in particular tend to be younger and still studying at school. Pleasure Travel Markets to North America - South Korea 1090 -132- EXHIBIT64 IMPORTANCE OF BENEFIT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents 1200 Learning new things, increasing knowledge 3.6 Experiencing new and different lifestyles 3.5 Seeing and experiencing a foreign destination 3.4 Seeing as much as possible in the time available 3.4 Getting a change from a busy job 3.2 Traveling through places important in history 3.2 Rediscovering myself 3.2 Having fun/being entertained 3.1 Being daring and adventuresome 3.0 Escaping from the ordinary 2.9 Experiencing a simpler lifestyle 2.7 Being physically active 2.7 Meeting people with similar interests 2.7 Trying new foods 2.7 Being free to act the way I feel 2.7 Traveling to places feel safe and secure 2.6 Finding thrills and excitement 2.6 Going places friends haven't been 2.6 Roughing it 2.5 Being together as a family 2.5 Reliving past good times 2.4 Visiting friends and relatives 2.4 Feeling at home away from home 2.4 Getting away from the demands of home 2.2 Talking about the trip after I return home 2.1 Doing nothing at all 2.1 Watching sports events 2.0 Visiting places family came from 1 .9 Indulging in luxury 1.8 Participating in sports 1 .8 Pleasure Travel Markets to North America - South Korea 1990 133 EXHIBIT 65 TRAVEL BENEFIT SEGMENTS FAMILY GETAWAY (21%) Experiencing a simpler lifestyle Getting away from the demands of home Doing nothing at all Feeling at home away from home Being free to act the way I feel Being together as a family Escaping from the ordinary Visiting places family came from Participating in sports Roughing it Watching sports events SPORTS (35%) Watching sports events Participating in sports Indulging in luxury Feeling at home away from home Talking about the trip after I return home Visiting places family came from Learning new things -0.3 Deviation from overall statement mean + 0.5 + 0.4 + 0.4 + 0.4 + 0.4 + 0.3 + 0.3 -0.3 -0.5 -0.5 -0.5 + 0.5 + 0.5 + 0.4 + 0.3 + 0.3 + 0.3 Pleasure Travel Markets to North America - South 902.1 * Less than 0.5% Note: Boxed numbers represent those referred to in the main text. Pleasure Travel Markets to North America South Vnror* ioon 137 EXHIBIT 67 BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Total respondents (100%) Mean no. of 4 + night pleasure tripsin past 3 years Destinations visited by plane in past 3 years ** Short haul - Korea - Japan/China Long haul Destinations visited on two Total 1200 3.9 Family Getaway Sports 256 415 % % 4.0 3.8 89 90 89 * Less than 0.5% Based on 997 respondents who had actually taken at least one such trip *** Based on 1,1 35 such trips taken by respondents Note: Boxed and circled numbers represent those referred to in the main text. Adven- ture 244 % 3.7 86 Family 284 % 4.2 39 36 40 42 39 26 30 24 25 26 90 most recent lonq haul trips*** Asia 42 43 44 46 36 Total U.S. (unduplicated mentions) (34) (37) (33) (27) (38) U.S. Mainland 31 35 31 22 33 Hawaii/Guam/Samoa 5 17 6 3 12 6 4 15 6 5 7 Europe/United Kingdom 23 19 Canada 3 8 Australia/New Zealand 3 4 3 2 2 Near/Middle East 2 1 3 3 2 Africa 1 1 1 1 Central/South America 1 1 1 1 Mexico 1 * 1 2 West Indies/Caribbean * - 1 - Other South Pacific * * * * Pleasure Travel Markets to North America - South Korea 1990 -138- EXHIBIT 67 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Family Adven- Total Getaway Sports ture Family Total respondents (100%) 1200 256 415 244 284 % % % % % One lonq haul destination most like to visit 61 (13) 58 (17) 61 (10) Europe/United Kingdom , 68 J 60 Total U.S. (unduplicated mentions) C^ (16) U.S. Mainland 10 12 10 11 Hawaii/Guam/Samoa 4 2 6 - 4 Asia 10 10 11 13 5 Australia/New Zealand 5 4 5 5 8 Canada 3 5 4 3 1 Africa 3 2 2 3 3 Central/South America 2 - 1 3 2 Near/Middle East 2 2 1 2 4 Mexico * 1 - - 1 Other South Pacific 1 1 1 - 1 * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America • South Korea 1990 -139 EXHIBIT 67 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Total respondents took long haul trip (100%) Mean no. of nights away on trip Season trip was taken Winter Spring Summer Fall Type of trip (two most recent) ** Combined business and pleasure Touring trip Visit friends and relatives Exhibition, special event or theme park City trip Outdoor trip Resort People traveled with Wife/husband/girl friend/boy friend Business associates/colleagues Organized group/club/etc. Traveled alone Friends Child(ren) Father/mother Other relatives Mean no. of people in travel party Mean no. of children under 18 in travel party Family Adven- Total Getaway 203 Sports 299 ture 155 Family 884 226 % % % % % 18.2 15.5 17.5 18.5 21.4 26 26 26 22 26 15 16 15 13 14 38 35 36 I 48 | 38 22 24 23 17 23 45 36 48 46 48 36 41 37 44 ($> 15 19 12 5 I 2i I 2 * 1 2 2 2 3 1 2 1 1 * 1 2 - * 1 1 - - 24 I 35 | 23 (8) 27 23 19 24 23 24 21 17 20 27 ■ 21 20 16 rrsi 21 18 14 11 13 I 211 12 6 I 101 3 3 9 3 4 2 2 3 3 5 1 5 2 4.5 4.5 4.3 5.0 4.6 0.4 0.5 0.4 0.6 0.3 * Less than 0.5% ** Based on 1,135 trips taken Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1990 -140 EXHIBIT 67 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Total respondents took long haul trip (100%) Sources of information used in planning Travel agent Friends/family Clubs/associations Brochures/pamphlets Books/library Tour operator/company Airline Newspaper/magazine articles Government tourism office/board Embassy/consulate Advertisements Automobile assocation Other None Package trip Yes Flight Accommodation Guided tour (rented car) Flight/accommodation Flight/accommodation/guided tour (rented car) Other package combinations No Where booked (total mentions) Travel agent Airline Stayed with friends/relatives Direct with hotel etc. Did not book in advance Tour company/holiday company Other Family Adven- Total Getaway Sports ture Family 884 203 299 155 226 % % % % % 56 61 56 58 51 40 42 41 37 41 30 26 34 30 29 19 17 21 23 16 11 6 8 I 24 I 8 11 9 12 13 10 8 7 8 7 7 7 7 11 4 4 6 6 6 7 4 4 1 6 4 3 3 3 4 5 1 * _ * _ * * - 1 - 1 1 1 1 1 * (43) (48) (41) (43) (40) 42 48 40 42 39 41 48 39 39 38 36 I 43 I 35 36 32 5 4 5 7 7 35 I 42 I 32 32 31 3 2 3 3 3 (57) (52) (59) (57) (60) 73 71 74 71 74 20 20 20 18 20 20 18 16 14 I 29 | 19 17 I 24 | 13 20 9 4 9 I 23 | 6 7 7 6 I 111 5 1 - 1 1 2 * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Marketsto North America - South Korea 1990 141 - EXHIBIT 67 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Total respondents took long haul trip (100%) Number of months before leaving - decided on destination 2 month or less Over 2 months - Over 4 months - Over 6 months - 'Over 8 months Mean 4 months 6 months 8 months Number of months before leaving -trip was booked 1 month or less Over 1 month - 2 months Over 2 months - 3 months Over 3 months - 4 months Over 4 months - 6 months Over 6 months Mean Family Adven- Total Getaway 203 Sports 299 ture 155 Family 884 226 % % % % % 56 58 60 53 52 20 18 19 21 22 13 14 10 15 15 1 1 2 2 * 10 10 9 9 10 2.9 3.0 2.8 3.0 3.1 74 79 73 70 73 12 9 13 15 12 8 6 7 9 8 2 3 2 3 2 4 3 4 3 4 1 1 1 - * 1.1 1.1 1.1 1.1 1.1 * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1 990 -142 EXHIBIT 67 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Family Adven - Total Getaway Sports ture Family Total trips to U.S. taken by respondents (100%) 350 93 118 42 97 % % % % % Mode of transportation used within U.S. Plane 66 65 69 (5§) 71 Private car 61 63 56 52 70 Public transportation (within cities) 30 25 31 45 28 Rented car 30 32 32 36 22 Bus (between cities) 13 8 14 19 12 Train 10 5 10 17 10 Boat 10 13 9 12 8 Camper or RV 3 2 3 5 3 Other 24 25 23 26 23 Total trips to Canada taken by respondents (100%) 67 % 15+ + 22 + % 5+ h 25 + % Mode of transportation used within Canada Private car 57 36 72 Rented car 31 • 41 24 Plane 28 23 28 Public transportation (within cities) 16 27 16 Train 8 14 4 Boat 8 14 8 Bus (between cities) 5 5 8 Other 13 23 4 + Small base size + + Data omitted due to small base size Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets^to North America - South k'oro i 1 000 -143 EXHIBIT 68 BENEFIT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA BENEFIT SEGMENT Family Adven- Total Getaway Sports ture Family Total respondents (100%) 1200 256 415 244 284 % % % % % Provinces and Territories Newfoundland/Labrador 10 9 10 12 11 P.E.I. 1 * 2 2 1 Nova Scotia 2 1 1 2 3 New Brunswick 1 1 1 2 1 Quebec 60 59 61 65 56 Ontario 76 81 72 76 76 Manitoba 6 5 6 6 7 Saskatchewan 2 3 3 - 1 Alberta 21 19 23 20 21 British Columbia 45 47 45 45 45 Yukon 9 9 10 8 9 Northwest Territories 10 12 11 7 11 Specific Destinations Niagara Falls 50 52 49 44 53 Montreal 45 41 49 50 40 Toronto 27 27 24 31 26 Vancouver 24 27 21 25 24 Vancouver Island 14 14 17 12 13 Calgary 12 13 15 12 9 Quebec City 12 14 12 12 10 Ottawa 8 9 5 10 10 Pt. Pelee National Park 5 5 5 5 5 Winnipeg 4 5 3 5 3 Victoria 4 3 3 5 5 St. Johns, Nfld. 3 1 4 6 2 Whitehorse 2 3 3 1 3 * Less than 0.5% Pleasure Travel Markets to North America - South Korea 1990 -144- EXHIBIT69 BENEFIT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. BENEFIT SEGMENT Family Ad ven Total Getaway Sports ture Family Total respondents (100%) 1200 256 415 244 284 % % % % % Top States California 61 56 61 67 60 New York 51 53 52 48 48 Hawaii 37 38 35 35 41 Arizona 23 25 22 23 23 Florida 20 20 16 21 24 Washington D.C. 13 12 12 13 14 Washington 8 8 9 5 8 Texas 8 8 9 10 5 Nevada 9 11 10 8 7 Colorado 6 6 6 5 7 Illinois 4 3 4 4 5 Pennsylvania 3 2 2 4 3 8 Travel Reqions Travel South 25 27 21 25 29 Visit U.S. West 82 81 81 88 79 New England 3 3 2 4 2 Old West Trail Foundation 5 9 3 5 5 America's Heartland 11 12 12 11 7 Foremost West 30 34 27 31 29 George Washington Country 18 16 17 17 20 Great Lakes 9 6 8 9 12 Note: Boxed numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1990 145- EXHIBIT 69 (cont'd) BENEFIT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING -U.S.A. BENEFIT SEGMENT Family Adven- Total Getaway Sports ture Family Total respondents (100%) 1200 256 415 244 284 % % % % % 11 Census Divisions West North Central 4 4 4 3 3 East South Central 3 4 2 3 1 New England 3 3 2 4 2 Middle Atlantic 52 55 53 50 50 Middle Atlantic (excli jdingN.Y.) 3 4 2 4 4 East North Central 8 6 8 9 10 South Atlantic 34 34 30 34 40 South Atlantic (exclui ding Florida) 17 17 16 16 19 West South Central 9 9 9 10 6 Mountain 37 42 36 37 35 Pacific 67 63 67 |74| 66 Pacific (excluding California) 14 12 15 14 14 Pacific Islands 38 38 36 36 41 Atlantic Islands * - * - - Specific Destinations Los Angeles 29 31 28 31 29 New York City 25 23 28 26 22 Grand Canyon National Park 21 23 20 22 20 Niagara Falls 17 21 18 16 13 Disneyworld 14 13 14 16 11 San Francisco 10 11 8 10 12 Las Vegas 9 10 10 8 7 Miami 8 8 7 9 10 Tuscon 6 2 6 9 5 Chicago 4 3 3 4 5 Hollywood 4 4 4 6 4 Rocky Mountain Nati onal Park 3 4 3 2 4 * Less than 0.5% Note: Boxed numbers represent those referred to in the main text. Pleasure Travel Markets to North America So>jth Koro^ 1 oqn, 146- EXHIBIT70 BENEFIT SEGMENTS - MEDIA READERSHIP BENEFIT SEGMENT Total respondents (100%) Top 5 daily newspapers Chosun llbo Donga llbo Sports Seoul Joongang llbo Hankyoreh Shinmun Top 5 weekly periodicals/magazines Sisa Journal Weekly Chosun Korea Sunday News Korea Saturday News Sunday Seoul Top 5 monthly/bi-weekly periodicals/ magazines New Donga Reader's Digest Monthly Chosun Women's Joongang Saemteo Top 5 travel/ski magazines Monthly World Tour Monthly Mountains Overseas Trip City Life Monthly Tour Digest Total 1200 % 51 34 17 16 15 17 17 7 4 4 21 15 14 9 7 5 5 4 2 2 Family Adven- Getaway Sports ture Family 256 415 244 284 % % % % 50 49 54 53 37 35 34 32 12 19 19 16 14 16 14 17 10 13 |21| 16 15 19 22 14 17 17 17 17 8 6 10 7 4 4 7 3 2 6 3 4 C3> 23 23 22 12 14 |22| 13 13 14 12 17 7 11 6 10 6 5 10 9 3 5 7 5 4 5 7 3 1 5 4 6 2 2 2 1 1 2 2 3 Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - South Korea 1990 147 9. PRODUCT SEGMENTATION - II 9.1 Product segments vs. travel philosophy and benefit segments Further insight into the product segments can be obtained by profiling them with respect to the travel philosophy and benefit segments. This reveals that the product segments are more likely than average to be representedas follows: Rural Beach Basic Amentities Culture and Comfort Culture and Nature Sports and Entertainment Outdoors and Comfort Travel philosophy Budget Independent Package Enthusiastic Independent Budget Independent Luxury Guarded Package EXHIBIT71 Benefit Adventure Family Getaway Family Getaway Adventure Sports Family (Reference: Exhibit 71) PRODUCT SEGMENTS BY TRAVEL PHILOSOPHY AND BENEFIT SEGMENTS PRODUCT SEGMENT Sports Basic Culture Culture & En- Out- Rural Ame and and tertain - doors & Total Beach i nities Comfort Nature ment Comfort Total respondents (100%) 1200 198 169 152 173 354 152 % % % % % % % Travel philosophy seqment Enthusiastic Independent 23 26 17 I 32 | 30 21 13 Luxury Guarded 37 28 30 30 19 58 34 Budget Independent 21 30 23 13 36 12 22 Package 19 16 29 26 16 10 31 Benefit segment Family Getaway 21 20 I 31 I 43 | 14 11 24 Sports 35 29 21 14 16 67 24 Adventure 20 29 20 22 I 40 9 11 Family 24 22 28 21 30 13 41 Note: Boxed numbers represent those referred to in the main text Pleasure Travel Markets to North America - South "orca 1 990 148 9.2 Implications Rural Beach With an interest in both beaches and seaside areas and activities y.^ implications The marketing implications for each of the four product segments are discussed below in tui in smaller communities, this group has many diversified requirements when determining a travel destination. Although the U.S. has more to offer this group in the way of beaches, both countries are strong in providing lakes, rivers, campgrounds and related outdoor activities. This younger group is looking for budget accommodation and inexpensive transportation. They are more than willing to make their own arrangements. In fact, they tend to make their arrangements as they go, seldom using a tour company or travel agent for this. In many cases their accommodation is provided by visiting friends or relatives. Basic Amenities - The basics of a simple vacation are what matters most to this group. Reliable, sunny weather, hygiene and safety, and a reasonable cost are at the top of their list. While Canada is known for higher standards of hygiene and safety, areas of the U.S. are seen to be a better choice for reliable weather and lower costs. Package vacations featuring these attributes would probably appeal to this group. Although they do not want to cover a large area each vacation, they do like to visit a different place each trip. As an older group, they seek out family activities and try to make their vacation a real break from their job and demands at home. Culture and Comfort - This group tends to be most interested in native cultures, history and visiting smaller communities. They do, however, require high quality restaurants, first class hotels and resorts to make their vacation a success. While Canada and the U.S. are perceived as being able to deliver the cultural aspects, the U.S. is seen to have superior restaurants and hotels. This segment has an Enthusiastic Independent travel outlook which means they like to make their own arrangements, rarely using an agent. Their ability to escape demands at home while on vacation and still include the family leads them to believe that spending money on a trip is money well spent. Culture and Nature - Both Canada and the U.S. would be in a strong position to provide the cultural, historical and nature-related items that these travelers are seeking. There is, however, a cost consciousness to this group who also demand budget accommodation and inexpensive transportation within their destination. As Budget Independent travelers, they prefer to make all their own arrangements for traveling. Moreover, the adventure and rugged outdoors aspects of Canada and the U.S. should appeal to them in their quest for thrills and excitement. Pleasure Travel Markets to North America South Keren iqoq -149- Sportsand Entertainment - The travel product of prime interest to this group consists of all sports-related activities as well as nightlife and live theatre. It is not surprising then that they have a Luxury Guarded travel outlook and a Sports benefit orientation. These travelers use clubs and associations to help make their travel plans, which offers a good way to reach them. Although they are initially hesitant travelers they tend to spend more to get what they want. Fast-paced sports and entertainment activities in the U.S. and Canada should appeal to this group. Outdoors and Comfort " - For this group, package vacations that include guided tours meet the main requirements. While they enjoy the outdoors, they are not into "roughing it". Being with family and traveling from place to place are priorities that this older group seek. Their Package travel outlook and Family benefit orientation make them a prime opportunity for both Canada and the U.S. Pleasure Travel Markets to North America South Korea '9^0 APPENDIX I BASIC DATA Newspaper and magazine readership Demographics Pleasure Travel Markets to North America - South Korea 1990 DAILY NEWSPAPERS READ OR LOOKED INTO REGULARLY (At least 3 of every 6 issues) 1 Total respondents (100%) Chosun llbo Donga llbo Sports Seoul Joongang llbo Hankyoreh Shinmun Daily Sports Hankook llbo Maeil Kyungje Korea Economic Daily Kyunghyang Shinmun Other Do not read daily newspapers * Based on those with 75 or more mentions Total 1200 /o 51 34 17 16 15 15 14 13 9 7 16 3 Pleasure Travel Markets to North America - South Korea 1990 WEEKLY PERIODICALS/MAGAZINES READ OR LOOKED INTO REGULARLY (At least 2 of every 4 issues)* Total respondents (100%) Sisa Journal Weekly Chosun Korea Sunday News Korea Saturday News Sunday Seoul Total 1200 % 17 17 7 4 4 Other Don't read weekly periodicals/magazines 4 52 * Based on those with 50 or more mentions Pleasure Travel Markets to North America South k'ore.i 1 °°0 MONTHLY/BI-WEEKLY PERIODICALS/MAGAZINES READ OR LOOKED INTO REGULARLY (At least 2 of every 4 issues)* Total Total respondents (100%) 1200 % New Donga 21 Reader's Digest 15 Monthly Chosun 14 Women's Joongang 9 Saemteo 7 Lady Kyunghyang 7 Woman Sense 6 Korean 6 Young Lady 5 Women's Donga 5 Other 10 Don't read monthly/bi-weekly magazines 36 * Based on those with 50 or more mentions Pleasure Travel Markets to North America South Kom 100Q TRAVEL OR SKI MAGAZINES READ OR LOOKED INTO REGULARLY (At least 2 of every 4 issues)* Total Total respondents (100%) 1200 % Montly World Tour 5 Monthly Mountains 5 Overseas Trip 4 City Life 2 Monthly Tour Digest 2 Monthly Tour Leisure 2 Don't read travel/ski magazines 83 * Based on those with 20 or more mentions Pleasure Travel Markets to North America - South Korea 1990 SAMPLE DEMOGRAPHICS Total Total respondents (100%) 1200 % Sex Male 54 Female 46 Age 18 -24 years 20 25 -34 years 28 35 -44 years 23 45 -54 years 16 55 -64 years 10 65 years or over 4 Marital status Single 31 Married 66 Living together * Divorced/separated/widowed 3 Occupation Owner/self employed 1 Manager/executive 3 Professional/technical 16 Clerical/sales 23 Skilled worker 2 Unskilled worker * Student 18 Retired 11 Housewife 20 Other 7 Education Some/completed primary school 4 Some/completed middle school 3 Some/completed high school 20 Some/completed college/university 74 * Less than 0.5% Pleasure Travel Markets to North America South Korea 1990 SAMPLE DEMOGRAPHICS (cont'd) Total Total respondents (100%) 1200 % Whether chief wage earner Yes 44 No 56 Average monthly household expenditures in Won 300,000 and under 3 310,000-500,000 15 510,000-700,000 19 710,000-900,000 16 910,000-1,100,000 23 1,110,000-1,500,000 14 1,510,000 and over 10 Life cycle Living alone 1 Living with one adult 8 Single with children 12 Couple with children 48 Other 31 Living arrangement Live alone 1 Living with children 60 Living without children 39 Number of household members 18 years or over 1 1 2 37 3 20 4 20 5 14 6 or more 7 Mean 3.3 Pleasure Travel Markets to North America - South Koron 1 990 SAMPLE DEMOGRAPHICS (cont'd) Total Total respondents (100%) 1200 % Number of household members under 18 years None 40 1 23 2 29 3 or more 8 Mean 1.1 Whether members of household are related Yes 98 No 1 Single member household 1 Whether self-employed Yes 1 No 99 Friends or relatives presently live in ... Canada - yes 21 - no 79 U.S. - yes 63 - no 37 Fluency in English Read 12 Write 8 Speak 5 None 88 Pleasure Travel Markets to North America - South Korea 1990 APPENDIX II QUESTIONNAIRE Pleasure Travel Markets to North America - South Korea 1990 INTERNATIONAL TRAVEL STUDY #C256 SCREENER Good I'm of ( COMPANY NAME ) and we're doing a study about holiday travel. S1 . Are you eighteen years of age or over? ASK TO SPEAK TO No 2— ► HOUSEHOLD MEMBER 18 OR OVER S2. Including yourself, how many people eighteen years of age or older live in your household at the present time? 12 3 4 5 or more I SKIPTOQU.S7 S3. As far as you can remember, in the past three years, that is, since November 1987, how many of these people 18 or over, including yourself, have taken a trip by plane entirely or in part for pleasure, to somewhere outside of Korea, Japan and China for four nights or more? 12 3 4 5 or more i I SKIP TO ASK TO SPEAK TO THAT QU.S5 PERSON AND SKIP TO QUS7 54. For this study we can choose only one person. Of the ( ANSWER IN OU.S3 ) members of your household you just told me took a trip, whose birthday comes the soonest after June 1/September 1/December 1/March 1 ? (THIS IS THE SELECTED RESPONDENT. SKIP TO QU.S7) 55. And how many people in your household eighteen years of age or over, including yourself, would you say are definitely or very likely to take such a trip in the next 2 years , that is, a pleasure trip of four nights or more by plane outside of Korea, Japan and China? 12 3 4 5 or more TER- ASK TO SPEAK TO THAT MINATE PERSON AND SKIP TO QU.S7 56. For this study we can choose only one person. Of the ( ANSWER TO QU-S5 ) members of your household you just told me are definitely or very likely to take a trip, whose birthday comes the soonest after June 1/September 1/December 1/March 1? (THIS IS THE SELECTED RESPONDENT. SKIPTOOU.S7) (IF TALKING WITH NEW RESPONDENT, REINTRODUCE YOURSELF AND PURPOSE OF STUDY) 57. (Just to be sure that I'm talking to the right person), in the past three years, since November 1987, have you, yourself, taken a trip entirely or in part for pleasure to somewhere outside of Korea, Japan ana China? Yes 1 No 2— ► SKIPTOQU.S10 S8. On any of these trips, did you travel by plane? Yes 1 No 2— ► SKIPTOQU.S10 S9. And were any of these plane trips for four nights or longer? Yes 1 No 2 S10. In the next two years, that is, before January 1993, how likely is it that you, yourself, will fly to somewhere outside of Korea, Japan and China entirely or in part for pleasure and stay away from home at least four nights? Would you say that you ... (READ LIST - CIRCLE ONE) will definitely take such a trip 1 are very likely to take such a trip 2 are somewhat likely to do so 3 might or might not take such a trip .... 4 OR are not likely to take such a trip 5_ IF CODE 1 NOT CIRCLED IN QU.S9 TERMINATE AND RECORD #C256-K INTERNATIONAL TRAVEL STUDY #C256 1a) Now I'd like you to think about the vacation or pleasure trips of four nights or longer that you have taken in the past three years. Please include aU the vacation or pleasure trips you have taken, not just those to places outside Korea, Japan and China. Remember to include only those trips that were either entirely or in part for pleasure. In the past three years since November 1987, about how many vacation or pleasure trips, in total, have you taken that were four nights or longer ? (RECORD NUMBER) trips IF SKIP TO INSTRUCTION AFTER QU. 10b 1 b) On how many of these trips did you travel to your destination by plane? trips IF SKIP TO INSTRUCTION AFTER QU. 10b 1c) And for how many of these trips by plane was your furthest destination from home ... (READ LIST AND RECORD NUMBER FOR EACH -NUMBERS MUST ADD TO NUMBER OF TRIPS IN QU. 1b) somewhere in Korea somewhere in Japan or China somewhere outside Korea, Japan and China Jtnps(C) trips (B) trips (A) IF BOX A = l O I O I SKIP TO INSTRUCTION AFTER QU.10b. ASK QU.2a to 2d ABOUT THIS TRIP OUTSIDE THE AREA SHOWN ON THE IF BOX A = O MAP. 1 IF BOX A = l0 I 2 P R MORE, ASK QU.2a to 2d ABOUT MOST RECENT AND SECOND MOST RECENT TRIP OUTSIDE THE AREA SHOWN ON THE MAP. #C256-K 2a) Thinking about your (most recent/second most recent) trip of four nights or longer to somewhere outside of Korea, Japan and China, which of these places did you visit on that trip? (HAND CARD "A" - CIRCLE AS MANY AS APPLY) Second Most most recent recent Mainland U.S.A 1 1 Canada 2 2 Mexico 3 3 Central/South America 4 4 The West Indies/Caribbean 5 5 Africa 6 6 Near/Middle East 7 7 Asia 8 8 Hawaii/Guam/American Samoa . . 9 9 Other South Pacific Australia/New Zealand X X Europe/United Kingdom V V Other (SPECIFY) 2b) Which one of the trip descriptions on this card best describes what type of trip this was? (HAND CARD "B"- CIRCLE ONE ONLY) A visit to friends and relatives 1 1 A touring trip 2 2 A city trip 3 3 An outdoors trip 4 4 A resort trip 5 5 A trip to an exhibition, special event, amusement or theme park 6 6 A cruise 7 7 A trip that combined business and pleasure 8 8 (IF MAINLAND U.S.A. CIRCLED IN QU.2a ASK QU.2c. IF CANADA CIRCLED IN QU.2a ASK QU.2d. ALL OTHERS SKIP TO INSTRUCTION AFTER QU.2d) #C256-K 2c) And while you were m the United States, by which of the following did you travel? (HAND CARD 'C - CIRCLE AS MANY AS APPLY) Second Most most recent recent Plane 1 1 Train 2 2 Bus between cities 3 3 Public transportation within cities (eg. bus, subway, street- car, etc. but excluding taxis) .... 4 4 Boat 5 5 Rented car 6 6 Private car 7 7 Camper or recreational vehicle ..8 8 Other 9 9 2d) And while you were iin Canada, by which of the following did you travel? (HAND CARD 'C - CIRCLE AS MANY AS APPLY) Plane 1 Train 2 Bus between cities 3 Public transportation within cities (e.g. bus, subway, street- car, etc. but excluding taxis) .... 4 Boat 5 Rented car 6 Private car 7 Camper or recreational vehicle .. 8 Other 9 IF BOX A IN QU. 1c = [0|1 L CONTINUE. IF BOX A IN QU.1C = [012 P R MORE, ASK QU.3a TO QU. 10 ABOUT MOST RECENT TRIP. SAY: Now just thinking about your most recent trip ...) 3a) On that trip to (DESTINATION IN QU.2a) , how many nights, in total, were you away from home? (RECORD NUMBER) ..hen did you take that trip? Please tell me the month and the year you started 3b) And w that trip 1 9 (month) (year) #C256-1 2c) And while you were in the United States, by which of the following did you travel? (HAND CARD 'C - CIRCLE AS MANY AS APPLY) Second Most most recent recent Plane 1 1 Train 2 2 Bus between cities 3 3 Public transportation within cities (e.g. bus, subway, street- car, etc. but excluding taxis) .... 4 4 Boat 5 5 Rented car 6 6 Private car 7 7 Camper or recreational vehicle ..8 8 Other 9 9 2d) And while you were in Canada, by which of the following did you travel? (HAND CARD 'C - CIRCLE AS MANY AS APPLY) Plane 1 Tram 2 Bus between cities 3 Public transportation within cities (e.g. bus, subway, street- car, etc. "but excluding taxis) .... 4 Boat 5 Rented car 6 Private car 7 Camper or recreational vehicle .. 8 Other 9 IF BOX A IN QU. 1c = |Oh [ CONTINUE IFBOXAINQU.1C = 02 OR MORE, ASK QU. 3a TO QU. 10 ABOUT SECOND MOST RECENTTRIP. SAY: Now just thinking about your most recent trip ...) 3a) On that trip to (DESTINATION IN QU.2a) , how many nights, in total, were you away from home? (RECORD NUMBER) 3b) And when did you take that trip? Please tell me the month and the year you started that trip. 1 9 (month) (year) #C256-2 4a) Whom did you travel with on this trip? (CIRCLE AS MANY AS APPLY) Travelled alone 1 — Wife/husband/girlfnend/boyfriend .... 2 Child(ren) 3 Father/mother 4 Other relatives 5 Friends 6 Organized group/club/etc 7 Business associates/colleagues 8 SKIPTOQU.5a Other (SPECIFY) 4b) Including yourself, how many people were there in your immediate travel party 7 (CIRCLE ONE ONLY. IF RESPONDENT ANSWERS 7 OR MORE, PROBE: Just to make sure, was that your immediate travel party or did that include people that were part of a larger group? CHANGE ANSWER IF NECESSARY.) 1 8 9 or more 4c) And how many of these were under 18 years of age? (CIRCLE ONE ONLY) 012345678 9 or more 5a) How long before your trip did you definitely decide to go to (DESTINATION)' (RECORD NUMBER IN APPROPRIATE BOX) weeks OR months OR years 5b) And how long before your trip did you actually start booking it? weeks OR months OR years 6a) What different sources of information, if any, did you use when you were planning the trip? (CIRCLE AS MANY AS APPLY) Qu.6a Qu.6b Talked to travel agent 1 1 Picked up brochures/pamphlets 2 2 Talked to friends/family members 3 3 Airline 4 4 Tour operator/company 5 5 Read articles/features in newspapers/magazines 6 6 Books/went to library 7 7 Automobile association 8 8 Government tourism office/board 9 9 Embassy/consulate Clubs/associations X X Advertisements V V Other (SPECIFY) None X X 6b) And which one of these sources would you say was the most important? (CIRCLE ONE) ■ ' 7a) Was either your flight or your accommodation included as part of a package with anything else? Yes 1 No 2— *> SKIPTOQU.8a 7b) Did the package include ... (READ EACH ITEM IN TURN - CIRCLE YES OR NO FOR EACH) Yes No Airfare to and from your destination 1 A* Accommodation 2 B* A rented car 3 C A guide who led you and a group on a planned itinerary for several days 4 D 7c) Where did you book the package? (CIRCLE ONE ONLY) Travel agent 1 Tour operator/holiday company 2 Directly with airline 3 Other (SPECIFY) IF CODE A* ORB* CIRCLED IN QU. 7b, ASKQU.8a/8bAS NECESSARY. ALL OTHERS SKIP TO QU.9 8a) Where did you book your flight to and from your destination? (CIRCLE ONE ONLY) Travel agent 1 Directly with airline 2 Other (SPECIFY) 8b) And where did you book your accommodation? (CIRCLE AS MANY AS APPLY) Travel agent 1 Directly with hotel, etc 2 Stayed with friends/relatives .... 3 Did not book in advance 4 Other (SPECIFY) #C256 9. Which of the following activities did you actually take part in during your holiday? (READ LIST STARTING AT X-ED ITEM - CIRCLE AS MANY AS APPLY) Start here ( ) Attending concerts/live theatre 1 Attending local festivals/fairs/other special events 2 Attending sporting events 3 Climbing, hiking, etc 4 Getting to know the local inhabitants 5 Dining out in restaurants 6 Fishing 7 Going on short guided excursions/tours 8 Golfing or playing tennis 9 Horse-riding Hunting X Observing wildlife/bird watching V Sampling local foods 1 Shopping 2 Sightseeing in cities 3 Snow skiing (downhill or crosscountry) 4 Sunbathing or other beach activities 5 Swimming 6 Taking pictures or filming 7 Sightseeing in the countryside 8 Visiting wilderness areas 9 Visiting amusement or theme parks Visiting casinos/gambling X Visiting friends or relatives V ( ) Visiting galleries/museums 1 Visiting mountainous areas 2 Visiting national parks or forests 3 Visiting night clubs or other places of entertainment (discos, dancing, etc.)- 4 Visiting the seaside 5 Visiting places of historical interest 6 Visiting sites commemorating important people 7 Visiting places of archeological interest 8 Visiting places of importance in military history 9 Visiting scenic landmarks Water sports (e.g. surfing, water skiing, sailing, canoeing, scuba diving) X Visiting health spas V Taking a day cruise 1 Taking a cruise of one or more nights 2 10a) Overall, how satisfied were you with your holiday in (DESTINATION) ? Would you say you were ... (READ LIST -CIRCLE ONE) very satisfied 1 somewhat satisfied 2 not very satisfied 3 Or not at all satisfied 4 1 0b) And in the next 5 years, how likely is it that you will take another holiday to (DESTINATION) ? Is it ... (READ LIST -CIRCLE ONE) very likely 1 somewhat likely 2 not very likely 3 Or not at all likely 4 (TURN PAGE AND READ QU.1 1 AND THEN HAND QUESTIONNAIRE AND PENCIL TO RESPONDENT) #C256 1 1 . Here are some statements describing how people might feel about vacation pleasure travel. For each statement listed, please put an "X" in one box to show how much you agree or disagree that the statement describes how you feel about overseas vacation travel. Please start at the item indicated. Start here o I like to have all my travel arrange- ments made before I start out on vacation I take short pleasure trips whenever I have the opportunity .... Making arrangements for major trips can be such a bother that I end up not travelling I usually choose vacation places where I have been before For me, money spent on travel is well spent In any one year I would rather take a number of short vacation trips instead of one long vacation trip I would just as soon spend my money on things other than vacation travel . I enjoy making my own arrangements for vacation trips Once I get to my destination, I like to stay put I think it's worth paying more to get luxuries and extras on a vacation trip I prefer to go on guided tours when vacationing overseas I don't have to travel to enjoy a vacation I don't have to spend a lot of money to enjoy a vacation I like to go to a different place on each new vacation trip I often choose vacation places that I have heard about from friends who have been there It is important that the people I encounter on a vacation trip speak my language I usually travel on reduced air fares . . . I like to make my arrangements as I go along on a vacation I usually use a travel agent to help me decide where to go on vacation .. I prefer to leave the organizing to the people I'm travelling with I usually buy vacation packages which include both accommodation and transportation When visiting another country, I like to travel from place to place rather than spending my whole vacation in one area Inexpensive travel to the destination country is important to me I usually travel on all-inclusive package vacations Getting value for my vacation money is very important to me Strongly agree Agree Disagree Strongly somewhat somewhat disagree )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 #C256 PLEASE HAND BACK TO INTERVIEWER 12a) Now I'd like you to think about places outside Korea, Japan and China that you would like to travel to for a vacation. What are the names of five places that you would like to visit on an overseas vacation trip? (RECORD BELOW IN ORDER MENTIONED - PROBE UNTIL 5 PLACES GIVEN) Qu.12b Most like to visit 2. 12b) Which one of these places would you most like to visit in the next two years? (CIRCLE ONE ONLY) 12c) And how likely is it that you will visit ( PLACE FROM QU.12b ) in the next two years? Would you say that you ... (READ LIST - CIRCLE ONEl will definitely visit 1 are very likely to visit 2 are somewhat likely to visit 3 might or might not visit 4 Or are not likely to visit 5 13. I would like to know how important different things are to you when deciding to take an overseas vacation trip. (TURN PAGE AND READ QU.13 AND HAND QUESTIONNAIRE AND PENCIL TO RESPONDENT) (WHEN RESPONDENT HAS COMPLETED QU.13, TURN PAGE AND READ QU.14. HAND QUESTIONNAIRE BACK TO RESPONDENT) #C256-K 13. Please imagine that you are thinking of taking an overseas vacation trip. For each statement on this page, 'X M one box to show how important that reason is to you when considering such a trip. Please start at the item indicated. Start here ( ) ( ) Getting away from the demands of home Reliving past good times Experiencing new and different lifestyles Trying new foods Travelling through places that are important in history Being free to act the way I feel Finding thrills and excitement Experiencing a simpler lifestyle Being together as a family ... Meeting people with similar interests Seeing and experiencing a foreign destination Going places my friends haven't been Talking about the trip after I return home Participating in sports Watching sports events Travelling to places where I feel safe and secure Having fun, being entertained Seeing as much as possible in the time available Rediscovering myself Visiting friends and relatives Visiting places my family came from Being physically active Getting a change from a busy job Being daring and adventuresome Doing nothing at all Learning new things, increasing my knowledge Indulging in luxury Roughing it Escaping from the ordinary Feeling at home away from home #C256 Very important )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 Somewhat important )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 Not very important )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 Not at all important )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 PLEASE HAND BACK TO INTERVIEWER 14. When choosing a destination for an overseas vacation trip, different things are important to different people. Listed below are a number of items. For each item, please "X" one box to show how important that item is to you in an overseas vacation destination. Please start at the item indicated. Start here ( ) High quality restaurants Budget accommodation Seaside Golf and tennis Big modern cities Historic old cities Nightlife and entertainment (bars, clubs, dancing) Outstanding scenery Shopping Reliable weather Standards of hygiene and cleanliness . . . Mountainous areas Local cuisine Personal safety, even when travelling alone Snow skiing (down hill/cross-country) . . Interesting small towns and villages Beaches for swimming and sunning Casinos and gambling Campgrounds and trailer parks Local festivals Amusement or theme parks Museums and art galleries Warm, sunny climate Wilderness and undisturbed nature . . . . () Interesting and friendly local people ... Wide open spaces to get away from crowds Local crafts and handiwork Outdoor activities such as hiking, climbing Inexpensive restaurants Public transportation such as airlines, railways, local transit systems Live theatre and concerts Resort areas Unique or different native cultural groups such as Eskimo and Indian Unique or different immigrant cultural groups such as Chinese in Canada, Spanish in the U.S., and so on National parks and forests Inexpensive travel in the destination country Variety of short guided excursions/tours Exotic atmosphere Warm welcome for tourists Lakes and rivers Culture different from my own Fishing Hunting First class hotels Spectator sporting events Historical, archeological or military sites and buildings Chance to see wildlife and birds I don't usually see ( Opportunities to increase one's knowledge Manageable size so I can see everything I want to see Water sports such as surfing, water skiing, sailing, scuba diving Fast food restaurants Environmental quality of air, water and soil Cruises of one or more nights Very important )■ Somewhat important ( )2 )2 )2 2 ( )2 ( )2 ( ) 2 2 ( )2 ( )2 2 2 ( )2 ( )2 ( )2 2 2 2 ( )2 ( )2 )2 ( 2 ( 2 ( )2 ( )2 ( )2 In ( )2 P 2 2 2 ( )2 ( )2 ( )2 ( )2 ( )2 )2 ii il Not very important ( )3 3 )3 3 ( )3 ( )3 ( )3 ( )3 3 3 3 ( )3 ( )3 )3 3 3 ( )3 ( )3 \\l II Hi II ! ( )3 il ()3 Not at all important ( )4 ) 4 4 4 ( )4 ( )4 ( )4 4 ( 4 ( )4 ( )4 4 4 4 ( )4 ()4 ()4 ()4 ( )4 ( )4 IB il! HI il #C256-K PLEASE HAND BACK TO INTERVIEWER 15a) Now I'd like you to think about places in Canada that people might go to on a vacation. What are the names of five places in Canada where people might go on a vacation? (RECORD BELOW UNDER QU.15a IN ORDER MENTIONED) (PROBE:) What other places in Canada? (IF NECESSARY PROBE FOR DIFFERENCE BETWEEN QUEBEC CITY AND QUEBEC PROVINCE). 15b) Looking at this map of Canada, please tell me the names of three other places in Canada that people might go on a vacation' (HAND MAP - RECORD BELOW UNDER QU.15b IN ORDER MENTIONED) (PROBE:) What other places? 15c) Which places in Canada, if any, have you ever been to? (PROBE:) Any other places? (RECORD UNDER QU.15C - CIRCLE AS MANY AS APPLY. IF RESPONDENT MENTIONS PLACES NOT LISTED UNDER QU.1 5a OR QU.1 5b, RECORD BELOW UNDER "OTHER". IF NOT BEEN TO CANADA, CIRCLE "X" ANDSKIPTOQU.15f) 1 5d) Which places, if any, have you been to in the past three years, since May 1987? (RECORD UNDER QU.1 5d - CIRCLE ALL RESPONSES) 15e) Which one thing about Canada would make you recommend it to someone else as a vacation destination? (OPEN ENDED) 15f) You have named a number of different places in Canada. (READ ALL PLACES MENTIONED - QU.15a, QU.15b AND OTHER) Which one of these places would you be most interested in visiting or re-visiting? (RECORD UNDER QU.15f - MOST) And which one would be your second choice? (RECORD UNDER QU.1 5f - 2nd) md which one would be your third choice? (RECORD UNDER QU.1 5f - Qu.15a Qu.15c Qu.15d Been in Most like past to visit 3 yrs. Most 3rd -TAKE BACK M Qu.15f 2nd 3rd 1. 111 1 1 2. 2 2 2 2 2 3. 3 3 3 3 3 4. 4 4 4 4 4 5. 5 5 5 5 5 Qu.15b 1. 6 6 6 6 6 2. 7 7 7 7 7 3. 8 8 8 8 8 (Never oeen xo i_anaua ... a — w .-,. .~f Other 1. 1 1 1 1 2. 2 2 2 2 3. 3 3 3 3 4. 4 4 4 4 5. 5 5 5 5 16a) Overall, how interested are you in visiting or re-visiting Canada in the next five years? Would you say you are ... (READ LIST - CIRCLE ONE) very interested 1 somewhat interested 2 Or not interested 3 16b) I would like you to compare Canada with other overseas places that you have visited on a vacation trip and those you might visit in the future. Even though some people know less about Canada than others do, everyone has impressions of what it would be like to vacation there. (READ QU.16b AND HAND QUESTIONNAIRE AND PENCILTO RESPONDENT) *C256 1 15a) Now I'd like you to think about places in the United States that people might go to on a vacation. What are the names of five places in the United States where people might go on a vacation? tRECORD BELOW UNDER QU. 15a IN ORDER MENTIONED) (PROBE:) What other places in the United States? (IF NECESSARY PROBE FOR DIFFERENCE BETWEEN NEW YORK CITY AND NEW YORK STATE, AND WASHINGTON, D.C. AND WASHINGTON STATE). 15b) Looking at this map of the United States, please tell me the names of three other places in the United States that people might go on a vacation? (HAND MAP - RECORD BELOW UNDER QU.1 5b IN ORDER MENTIONED) (PROBE:) What other places? 15c) Which places in the United States, if any, have you ever been to? (PROBE:) Any other places 7 (RECORD UNDER QU.15c - CIRCLE AS MANY AS APPLY. IF RESPONDENT MENTIONS PLACES NOT LISTED UNDER QU.15a OR QU.15b, RECORD BELOW UNDER "OTHER". IF NOT BEEN TO THE UNITED STATES, CIRCLE "X" AND SKIPTO QU.15e) 1 5d) Which places, if any, have you been to in the past three years, since May 1987? (RECORD UNDER OU.1 5d - CIRCLE ALL RESPONSES) 15e) You have named a number of different places in the United States. (READ ALL PLACES MENTIONED - QU.15a, QU.15b AND OTHER) Which one of these places would you be most interested in visiting or re-visiting? (RECORD UNDER QU.1 5e - MOST) And which one would be your second choice? (RECORD UNDER QU.15e - 2nd) And which one would be your third choice? (RECORD UNDER QU. 1 5e - 3rd - TAKE BACK MAP) Qu.15a 1. 2. 3. 4. 5. 1. 2. 3. Qu.15b Never been to the United States Qu.15c Most like to visit 1 2 3 4 5 6 7 8 . X— h Other 1. 2. 3. 4. 5. Qu.15d Been in past 3 yrs. 1 2 3 4 5 6 7 8 SKIPTO QU.15e Most 1 2 3 4 5 6 7 8 Qu.15e 2nd 1 2 3 4 5 6 7 8 3rd 1 2 3 4 5 6 7 8 16a) Overall, how interested are you in visiting or re-visiting the United States in the next five years? Would you say you are ... (READ LIST - CIRCLE ONE) very interested 1 somewhat interested 2 Or not interested 3 1 6b) I would like you to compare the United States with other overseas places that you have visited on a vacation trip and those you might visit in the future. Even though some people know less about the United States than others do, everyone has impressions of what it would be like to vacation there. (READ QU.l6b AND HAND QUESTIONNAIRE AND PENCIL TO RESPONDENT) #C256-2 16b) The following is a list of items that might attract people to choose a particular destination for their vacation. For each statement, please "X" one box to show whether you think Canada is (READ SLOWLY) a lot better than other overseas vacation places for that item, a little better than other places, the same as other places, not quite as good or not nearly as good as other places you might vacation. Please start at the item indicated. Compared with other places Canada is ... A lot A little The Not quite Not nearly Start better better same as good as good here TT Variety of things to see and do . ... ( )1 ( )2 ( )3 ( )4 ( )5 High quality restaurants ( )1 ( )2 ( )3 ( )4 ( )5 Value for my vacation money ( )1 ( )2 ( )3 ( )4 ( )5 Budget accommodation ( )1 ( )2 ( )3 ( )4 ( )5 Nightlife and entertainment (bars, clubs, dancing) ( )1 ( )2 ( )3 ( )4 ( )5 Outstanding scenery ( )1 ( )2 ( )3 ( )4 ( )5 Shopping ( )1 ( )2 ( )3 ( )4 ( )5 Standards of hygiene and cleanliness ( )1 ( )2 ( )3 ( )4 ( )5 Personal safety, even when travelling alone ( )1 ( )2 ( )3 ( )4 ( )5 Snow skiing (down hill/cross- country) ( )1 ( )2 ( )3 ( )4 ( )5 Beaches for swimming and sunning ( )1 ( )2 ( )3 ( )4 ( )5 Local festivals ( )1 ( )2 ( )3 ( )4 ( )5 Amusement or theme parks ( )1 ( )2 ( )3 ( )4 ( )5 Museums and art galleries ( )1 ( )2 ( )3 ( )4 ( )5 () Interesting and friendly local people ( )1 ( )2 ( )3 ( )4 ( )5 Outdoor activities such as hiking, climbing ( )1 ( )2 ( )3 ( )4 ( )5 Public transportation (e.g. airlines, railways, local transit systems) ( )1 ( )2 ( )3 ( )4 ( )S Live theatre and concerts ( )1 ( )2 ( )3 ( )4 ( )5 Unique or different native cultural groups such as Eskimo and Indian ( )1 ( )2 ( )3 ( )4 ( )5 Unique or different immigrant cultural groups such as Chinese in Canada, Spanish in the U.S., and so oh ( )1 ( )2 ( )3 ( )4 ( )5 Inexpensive restaurants ( )1 ( )2 ( )3 ( )4 ( )5 National parks and forests ( )1 ( )2 ( )3 ( )4 ( )5 Inexpensive travel to the destination country ( )1 ( )2 ( )3 ( )4 ( )5 Inexpensive travel m the destination country ( )1 ( )2 ( )3 ( )4 ( )5 Fishing ( )1 ( )2 ( )3 ( )4 ( )S Hunting ( )1 ( )2 ( )3 ( )4 ( )5 First class hotels ( )1 ( )2 ( )3 ( )4 )5 Spectator sporting events ( )1 ( )2 ( )3 ( )4 ( )5 Historical, archeological or military sites and buildings ( )1 ( )2 ( )3 ( )4 ( )5 Seeing wildlife and birds I don't usually see ( )1 ( )2 ( )3 ( )4 ( )5 Water sports such as surfing, water skiing, sailing, scuba diving ( )1 ( )2 ( )3 ( )4 ( )5 Kindsof thingsl liketodo on vacation ( )1 ( )2 ( )3 ( )4 ( )5 #C256-1 16b) The following is a list of items that might attract people to choose a particular destination for their vacation. For each statement, please "X" one box to show whether you think the United States is (READ SLOWLY) a lot better than other overseas vacation places for that item, a little better than other places, the same~ is other places, not quite as good or not nearly as good as other places you might vacation. Please start at the item indicated. Compared with other places United States is Start here ( ) A lot better )1 Variety of things to see and do ... High quality restaurants ( )1 Value for my vacation money ( )1 Budget accommodation ( )1 Nightlife and entertainment (bars, clubs, dancing) ( )1 Outstanding scenery ( )1 Shopping ( )1 Mountainous areas ( )1 Personal safety, even when travelling alone ( )1 Snow skiing (down hill/cross- country) ( )1 ( )1 ( )1 ( )1 Amusement or theme parks ( )1 Fast food restaurants .... Beaches for swimming and sunning Casinos and gambling Museums and art galleries ( )1 Interesting and friendly local people ( )1 Outdoor activities such as hiking, climbing ( )1 Availability of package (all-inclusive) vacations ( )1 Public transportation (e.g. airlines, railways, local transit systems) ( Live theatre and concerts Resort areas Inexpensive restaurants Unique or different native cultural groups such as Eskimo and Indian Unique and different immigrant cultural groups such as Chinese in Canada, Spanish in the U.S., and so on National parks and forests ( )1 ( )1 ()1 )1 ■ ( )1 ■ ( )1 Fishing ( )1 Hunting ( )1 First class hotels ( ) 1 Historical, archeological or military sites and buildings ( )1 Opportunities to increase one's knowledge ( )1 Opportunity to escape from the ordinary ( )1 Water sports such as surfing, water skiing, sailing, scuba diving ( )1 Kinds of things I like to do on vacation ( )1 Opportunity for being daring and adventuresome ( )1 A little better )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 "The same )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 Not quite as good )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 Not nearly as good )5 )5 )5 )5 )5 )5 )5 )5 )5 )5 )5 )S )5 )5 )5 )5 #C256-2 17a) Now I'd like you to think about places in the United States that people might go to on a vacation. What are the names of five places in the United States where people might go on a vacation? (RECORD BELOW UNDER QU.17a IN ORDER MENTIONED) (PROBE:) What other places in the United States? (IF NECESSARY PROBE FOR DIFFERENCE BETWEEN NEW YORK CITY AND NEW YORK STATE, WASHINGTON, DC. AND WASHINGTON STATE.) 17b) Looking at this map of the United States, please tell me the names of three other places in the United States that people might go on a vacation? (HAND MAP -RECORD BELOW UNDER QU.17b IN ORDER MENTIONED) (PROBE:) What other places? 17c) Which places in the United States, if any, have you ever been to? (PROBE:) Any other places? (RECORD UNDER QU.17c - CIRCLE AS MANY AS APPLY IF RESPONDENT MENTIONS PLACES NOT LISTED UNDER QU.17a OR QU.17b, RECORD BELOW UNDER "OTHER". IF NOT BEEN TO THE UNITED STATES, CIRCLE "X" AND SKIPTO QU.17f) 17d) Which places, if any, have you been to in the past three years, since May 1987? (RECORD UNDER QU.17d - CIRCLE ALL RESPONSES) 17e) You have named a number of different places in the United States. (READ ALL PLACES MENTIONED - QU.17a, QU.17b AND OTHER) Which one of these places would you be most interested in visiting or re-visiting? (RECORD UNDER QU.17e - MOST) And which one would be your second choice? (RECORD UNDER QU.17e- 2nd) knd which one would be you Ou.17a r third ch States . 1. 2. 3. 4. 5. oice? (RECORD UNDEI Qu.17c Qu.17d Been in Ever past been to 3 yrs. 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 Y SKIPTO • * QU.17e Other 1 2 3 4 5 *QU.17e- Most 1 2 3 4 5 6 7 8 3rd q -TAKEB u.17e 2nd 1 2 3 4 5 6 7 8 ACKM 3rd 1. 1 2. 2 3. 3 4. 4 5. 5 Ou.17b 1. 6 2. 7 3. 8 Never ueen iu umieu 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 18. Overall, how interested are you in visiting or re-visiting the United States in the next five years? Would you say you are ... (READ LIST - CIRCLE ONE) very interested 1 somewhat interested 2 Or not interested 3 #C256-1 17a) Now I'd like you to think about places in Canada that people might go to on a vacation. What are the names of five places in Canada where people might go on a vacation? (RECORD BELOW UNDER QU.17a IN ORDER MENTIONED) (PROBE:) What other places in Canada? (IF NECESSARY PROBE FOR DIFFERENCE BETWEEN QUEBEC CITY AND QUEBEC PROVINCE.) 17b) Looking at this map of Canada, please tell me the names of three other places in Canada that people might go on a vacation? (HAND MAP -RECORD BELOW UNDER QU.17b IN ORDER MENTIONED) (PROBE:) What other places? 17c) Which places in Canada, if any, have you ever been to? (PROBE:) Any other places? (RECORD UNDER QU.17c - CIRCLE AS MANY AS APPLY. IF RESPONDENT MENTIONS PLACES NOT LISTED UNDER QU.17a OR QU.17b, RECORD BELOW UNDER "OTHER". IF NOT BEEN TO CANADA, CIRCLE "X" ANDSKIPTOQU.17f) 17d) Which places, if any, have you been to in the past three years, since May 1987? (RECORD UNDER QU.17d - CIRCLE ALL RESPONSES) 17e) Which one thing about Canada would make you recommend it to someone else as a vacation destination? (OPEN ENDED) 17f) You have named a number of different places in Canada. (READ ALL PLACES MENTIONED - QU.17a, QU.17b AND OTHER) Which one of these places would you be most interested in visiting or re-visiting? (RECORD UNDER QU.17f - MOST) And which one would be your second choice? (RECORD UNDER QU.17f - 2nd) md which one would be you Qu.17a r third ch inada . 1. 2. 3. 4. 5. oice? (RECORD UNDEI Qu.17c Qu.17d Been in Ever past been to 3 yrs. 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 y „ SKIPTO A— * QU.17f Other 1 2 3 4 5 *QU.17f- Most 1 2 3 4 5 6 7 8 3rd- TAKE B> Qu.17f 2nd 1 2 3 4 5 6 7 8 \CKM 3rd 1. 1 2. 2 3. 3 4. 4 5. 5 Qu.17b 1. 6 2. 7 3. 8 imcvci ueen iuu 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 18 Overall, how interested are you in visiting or re-visiting the United States in the next fjve years? Would you say you are ... (READ LIST - CIRCLE ONE) very interested 1 somewhat interested 2 Or not interested 3 #C256-2 19a) Which of these daily newspapers, if any, do you read or look at regularly that is, at least three out of every six issues? (HAND CARD "D" - CIRCLE AS MANY AS APPLY) The Chosun llbo 1 The Donga llbo 2 The Joongang llbo 3 The Hankook llbo 4 The Hankyoreh Shinmun 5 The Kyunghyang Shinmun ... 6 The Minju Daily News 7 The Gookmin llbo 8 The Seoul Shinmun 9 The Segye Times The Maeil Kyungje X The Korea Economic Daily .... V The Seoul Kyungje Shinmun .. 1 The Joongang Economic Daily 2 The Sports Seoul 3 The Daily Sports 4 The Sports Chosun 5 The Korea Daily 6 The Korea Times 7 The Korea Herald 8 Other (SPECIFY) Do not read daily newspapers X 19b) Which of these weekly periodicals and magazines, if any, do you read or look at regularly, that is, at least two out of every four issues? (HAND CARD "E -CIRCLE AS MANY AS APPLY) Weekly Chosun 1 Sisa Journal 2 Weekly Hankook 3 The Maekyung Business Week ... 4 The Korea Sunday News 5 The Korea Saturday News 6 The Sisa Topic 7 Weekly World 8 The Weekly Comics 9 Sunday Seoul Weekly Kyunghyang X The Weekly Woman V The Women's News 1 Economist 2 Chonkyohak Shinmun 3 Other (SPECIFY) Do not read weekly magazines or Sunday newspapers X 20a) Which of these monthly or bi-weekly periodicals and magazines, if any, do you read or look at regularly, that is, two out of every four issues? (HAND CARD "F" - CIRCLE AS MANY AS APPLY) The New Donga 1 The Monthly Chosun 2 The Monthly Joongang 3 The Korean 4 Reader's Digest 5 Saemteo 6 Business Men's Magazine 7 The Women's Joongang 8 Lady Kyunghyang 9 Women's Donga Labelle X Marianne V Woman Sense 1 Young Lady 2 YeoWon 3 Other (SPECIFY) Do not read monthy magazines . . X #C256-K 20b) Which of the following travel or ski magazines, if any, do you read or look at regularly, that is, two of every four issues? (HAND CARD "G" - CIRCLE AS MANY AS APPLY) Travel Press 1 Monthly World Tour 2 Overseas Trip 3 Tour Times 4 Korea Tourism News 5 Travel Trade Journal 6 Monthly Tour Digest 7 Traveler's Korea 8 Monthly Tour Leisure 9 Monthly Mountains City Life X Other (SPECIFY) Do not read travel magazines X By now you may have realised that this survey is being conducted voluntarily on behalf of the governments of Canada and the United States. So that we can use your responses, we would like to ask you some questions that would be used for statistical purposes only. We want to assure you that your answers will be kept confidential in two ways: firstly, no name or other personal identifier will be recorded, and secondly, your answers will be combined with those of other participants in the survey before being given to the sponsors. 21. Do you, yourself, have any close friends or relatives living in (COUNTRY) at the present time 7 (CIRCLE ONE FOR EACH) Yes No Canada 1 2 The United States 2 2 22a) Thinking about everyone in your household, how many of them are under 18? (CIRCLE ONE) 12 3 4 5 6 or more 22b) Including yourself, how many are 18 or over? (CIRCLE ONE) 12 3 4 5 6 or more 22c) Are all the members of your household related, or not? Yes 1 No 2 Single member household .. 3 22d) What is your marital status? (CIRCLE ONE) Single 1— ► SKIPTOQU.22f Married 2 Living together 3 Divorced/separated/widowed ... 4 — ► SKIPTOQU.22f Other 5 22e) Is your spouse employed outside the home ... (CIRCLE ONE) full time 1 part time 2 Or not at all 3 #C256-K 22f) Whatisyourage? (RECORD NUMBER) years 22g) What is your occupation, that is, what kind of work do you do? (WRITE IN) (NOTE - Codes will be: Owner/self-employed 1 Manager/executive 2 Professional/technical 3 Clerical/sales 4 Skilled worker 5 Unskilled worker 6 Farming, fishing, forestry 7 Military 8 Student 9 Retired Homemaker X Other (SPECIFY) 22h) What is the highest level of education you have completed? Some/completed primary school 1 Some/completed middle school 2 Some/completed high school 3 Some/completed college/university ... 4 22i) Are you the chief wage earner in your household? Yes 1 No 2 22j) Which of these categories best describes your total household expenditures, excluding savings, in an average month? (HAND CARD "H" - CIRCLE ONE ONLY) 22k) Can you read, write or speak (French and/or English) or not? (CIRCLE ALL THAT APPLY) French English Read 1 1 Write 2 2 Speak 3 3 None of these ... 4 4 22I) RECORD SEX: Male 1 Female .... 2 REGION POSTAL CODE #C256-K 23a) To finish, I would like to know about trips that other adults in your household have taken in the past three years or might take in the next two years . First, please tell me the age and sex of each of the other members of your household who are 18 or over ? (RECORD BELOW]" Qu.23a Sex Qu.23b Past 3 years Qu 23c rs Next 2 yea Male Female Yes No Def- initely Very likely Some- what likely Might or might not Not likely 1 2 1 2 1 2 3 4 5 1 2 1 2 1 2 3 4 5 1 2 1 2 1 2 3 4 5 1 2 1 2 1 2 3 4 5 1 2 1 2 1 2 3 4 5 1 2 1 2 1 2 3 4 5 (ASK QU.23b FOR EACH ADULT) 23b) SHOW CARD As best as you can remember, in the past 3 years has the (SEX) aged ( AGE ) taken a trip like the one described on this card? (HAND CARD - CIRCLE ONE FOR EACH PERSON) (ASK QU.23c FOR EACH ADULT) 23b) SHOW CARD AGAIN Thinking about trips that these people might take in the next two years , how likely is it that the ( SEX ) aged ( AGE ) will take atrip like the one described on this card, in the next two years. Would you say they ... (READ LIST -CIRCLE ONE FOR EACH PERSON) will definitely take such a trip are very likely to are somewhat likely to might or might not Or are not likely to CARD "A" Mainland United States (including Alaska) Canada Mexico Central/South America The West Indies/Caribbean Africa Near or Middle East (including Saudi Arabia, Israel, etc.) Asia (e.g. India, Indonesia, Philippines, etc.) Hawaii, Guam or American Samoa Other South Pacific (e.g. Fiji, Tahiti, etc.) Australia or New Zealand Europe/United Kingdom Any other country outside Korea, Japan or China (PLEASE SPECIFY) K CARD"B A visit to friends or relatives is a trip whose primary purpose is to visit and spend time with friends or relatives. A touring trip is a trip by car, bus or train through areas of scenic beauty, cultural or general interest. A city trip is a trip to a city where you may shop, visit museums, enjoy entertainment, dine, attend plays or concerts, or just stroll around and enjoy the city. An outdoor trip is a trip in a natural area where you actively take part in such activities as camping, hunting, fishing, hiking or rafting. A resort trip is a trip to a resort area where a wide variety of activities, such as beaches, skiing, golfing, tennis and so on, are available close by or on the premises. A trip to an amusement or theme park, exhibition or special event is a trip taken primarily for the purpose of visiting a major theme park, exhibition or special event such as the World Cup, Expo, or the Olympic Games. A cruise is a trip on a cruise ship where you enjoy all the on-board activities and the planned stops at points of interest along the way. A trip that combines business and pleasure is a trip whose primary purpose is business but you take some extra time for pleasure. CARD "C Plane Train Bus between cities Public transportation within cities (e.g. bus, subway, streetcar, etc. but excluding taxis) Boat Rented car Private car Camper or recreation vehicle Other CARD"D" TheChosun llbo The Donga llbo The Joongang llbo The Hankook llbo The Hankyoreh Shinmun The Kyunghyang Shinmun The Minju Daily News The Gookmin llbo The Seoul Shinmun The Segye Times The Maeil Kyungje The Korea Economic Daily The Seoul Kyungje Shinmun The Joongang Economic Daily The Sports Seoul The Daily Sports The Sports Chosun The Korea Daily The Korea Times The Korea Herald Other (SPECIFY) CARD "E" Weekly Chosun Sisa Journal Weekly Hankook The Maekyung BusinessWeek The Korea Sunday News The Korea Saturday News The Sisa topic Weekly World The Weekly Comics Sunday Seoul Weekly Kyunghyang The Weekly Woman The Women's News Economist Chonkyohak Shinmun Other (SPECIFY) CARD "F" The New Donga The Monthly Chosun The Monthly Joongang The Korean Reader's Digest Saemteo Business Men's Magazine The Women's Joongang Lady Kyunghyang Women's Donga Labelle Marianne Woman Sense Young Lady Yeo Won Other (SPECIFY) CARD "G Travel Press Monthly World Tour Overseas Trip Tour Times Korea Tourism News Travel Trade Journal Montly Tour Digest Traveler's Korea Monthly Tour Leisure Monthly Mountains City Life Other (SPECIFY) CARD"H 300,000 Won and under 310,000 -500,000 Won 510,000 -700,000 Won 710,000 -900,000 Won 910,000- 1,100,000 Won 1,1 10,000 -1,500,000 Won 1,510,000 -2,000,000 Won 2,010,000 Won and over Korea Survey (Gallup) l^illsLLcl. 271 Snjik-Don^, Chonp,to-Ku, SEOUl, KOREA Cobls: "GAUUrOU" SPOUl Telex:K25053 KirOMIP ' 110-054 MB A \ g£7 A|?|S221WX|. g9jA|A|pj 4293 Tel: 736-8-M8, 8828 fax: (02) 739-9696 r^ 1 ■ f£~€ A F Filiated wilh Gallup Inlernalional llirouglioul llie wor Id S90I204-V1 E-J- -1 3 « « S_W MUWj H# MM^M ^jj-i ofM <£t\jL Sl-fe- ■d*ji! ooo^jqef. bj^j ©I] *1 5 l °J-?-i HM£ J J^M ft ,H til* il ^4t *U 5U4-H4. hi Mi M|°i tU *D f->)Hj 7 M^^^. 1990 «d 12-%! 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The purpose of this discriminant map is to provide a visual summary of the ways in which the segment groups differ from each other. It identifies the extent to which specific attributes differentiate or discriminate the segment groups. On the map, attributes appear as lines radiating from the center of the map, whereas segment groups appear as points on the map. The positions of the groups on the map reflect the differences among them. Basically, groups which are closer together on a discriminant map are more similar to each other than groups which are further apart. The length and direction of the lines representing the attributes are also an important consideration. The length of a line is directly proportional to the "discriminating power" of the attribute in question. For example, the attribute "prefer guided tours" is represented by a relatively long line because the variation in the ratings of the segment groups on this attribute were quite large. On the other hand, the attribute "like prearranged travel" is represented by a relatively short line because there was much less variation in the segment group ratings on this attribute. The direction of the line relative to other lines reflects the degree of association between the attributes in question. For example, the attributes "usually travel on all-inclusive vacations" and "prefer guided tours" point in the same direction. Therefore, segments which use package vacations are also the ones which like guided tours. Attributes pointing in opposite directions to each other are also highly correlated, except in a negative sense. Attributes which appear at right angles to each other are uncorrelated. To determine the relative importance of the attributes to each of the groups, the positions of the groups relative to the attribute lines are considered. For example, consider an imaginary line on the right side of the map which is perpendicular to the attribute "worth paying for luxuries". By sweeping this perpendicular to the left through the map (always maintaining its perpendicular orientation) the line initially encounters the point representing the Luxury Guarded group. Continuing this sweep it then encounters the Enthusiastic Independent group followed lastly by the Budget Independent and Package Groups. The order in which the groups are encountered is important because it gives the rank order of the mean ratings of each group on that particular attribute. With the attribute "usually buy vacation packages" it is apparent that Package travelers would rate this as more important than Independent travelers. When interpreting a discriminant map it should be remembered that the map is only a summary and it therefore does not represent all the information present in the data. Pleasure Travel Markt?ts to North Arr i *"! m APPENDIX VI MAP OF SOUTH KOREA Pleasure Travel Markets to North America - South Korea 1990 SOUTH KOREA C Kwahgju • • Pusan ti U.S. GOVERNMENT PRINTING OFFICE: 1992 — 3 11 -896/ 40506 <£* WW % \ **TESO** / - S ^?11