^7 y -T (,:9/^ U.S. DEPARTMENT OF COMMERCE United States Travel and Tourism Administration Digitized by the Internet Archive in 2012 with funding from LYRASIS IVIembers and Sloan Foundation http://archive.org/details/pleasuretravelOOunit PLEASURE TRAVEL MARKETS TO NORTH AMERICA: BRAZIL Parpared for: UNITED STATES TRAVEL AND TOURISM ADMINISTRATION TOURISM CANADA By: MARKET FACTS OF CANADA LIMITED JUNE 1989 TABLE OF CONTENTS PAGE NUMBER INTRODUCTION FOREWORD 1 OBJECTIVES 2 METHODOLOGY 3 MAIN FINDINGS 1. MARKET OVERVIEW 1.1 Description of Brazil ^ 1.2 Market size 6 2. PAST TRIP BEHAVIOUR - 4 NIGHTS OR MORE 2.1 Number of pleasure trips in past 3 years 8 2.2 Destination of two most recent trips 11 2.3 Type of two most recent trips lk % % % % 72 67 71 75 27 33 27 25 1 — 2 1 3* 29 29 38 3k 17 37 32 21 21 2k 20 1 k 2 1 17 33 16 18 TABLE 18 WHERE COMPONENTS OF LONG HAUL TRIP WERE BOOKED (Total unduplicated mentions) DESTINATION* Total respondents took long haul trip (100%) Travel agent Airline Direct with hotel etc. Tour company/holiday company Total Canada U.S. Other 60^ 35+ 265 361 % % % % 77 77 78 77 2k 26 22 2k 2k 11 25 2k 2 3 3 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 always reflect the sum of the individual columns. ■•" Note: small base Pleasure Travel Markets to North America - Brazil 1988 - 31 - 2.12 Activities taken part in Respondents were shown 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 overall answers were somewhat predictable as the most frequent mentions were such activities as shopping (9^^%), dining out in restaurants (93%), taking pictures/filming (92%), sightseeing in cities (90%), and sampling local foods (89%). Interestingly, the activities participated in by those going to North America were basically typical of those participated in by travelers to other destinations. The exception was a slightly higher than average likelihood of visiting amusement or theme parks in the U.S. Since most trips to "other" destinations were to Europe (see Table 5), this result is perhaps indicative of the direct competitiveness of Europe and North America in terms of vacation opportunities. (Reference: Table 19) Pleasure Travel Markets to North America - Brazil 1988 - 32 - TABLE 19 ACTIVITIES TAKEN PART IN DURING LONG HAUL TRIP Total respondents took long haul trip (100%) Shopping Dining out in restaurants Taking pictures/filming Sightseeing in cities Sampling local foods Contacting the local inhabitants Visiting galleries/museums Visiting places of historic interest Visiting scenic landmarks Touring the countryside Visiting the oceanside Visiting friends or relatives Guided excursions or tours Attending local festivals/fairs/special events Visiting amusement or theme parks Climbing, hiking, etc. Visiting nightclubs, etc. Visiting national parks or forests Visiting sites commemorating important people DESTINATION* Total Canada U.S. Other 60^ 35+ 265 361 % % % % 9tt 89 96 92 93 91 9k 92 92 9* 9k 91 90 86 89 91 89 7it 87 92 79 69 76 81 7k 7* 67 80 69 69 60 77 68 77 6k 71 63 66 53 70 62 63 62 63 62 57 56 65 58 5k 60 57 55 60 53 65 55 5k @ k7 5k 5k k6 59 52 5k 53 52 51 57 50 52 48 51 k5 52 * 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 always reflect the sum of the individual columns. + Note: small base Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 33 - TABLE 19 (cont'd) ACTIVITIES TAKEN PART IN DURING LONG HAUL TRIP Total respondents took long haul trip (100%) Sunbathing or other beach activities Attending concerts/live theatre Observing wildlife/bird watching Visiting mountainous areas Visiting places of archeological interest Visiting casinos/gambling Visiting places of importance in military history Attending sporting events Visiting wilderness areas Swimming Taking a day cruise Water sports Taking a cruise of one or more nights Snow skiing Fishing Golfing/tennis Visiting health spas Horse riding Hunting DESTINATION* Total Canada U.S. Other 60^^ 35+ 265 361 % % % % kl H3 kZ kS H(> 57 kl kS 39 3k 33 kk 39 51 27 k7 35 29 25 k3 32 20 3k 32 32 26 25 37 30 3H 27 33 29 3k 28 30 21 11 25 20 20 1* 22 21 12 6 15 9 11 3 10 13 9 1^ 9 9 8 9 6 9 7 Ik 7 6 5 - 7 5 5 3 k 7 3 3 2 3 * 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 always reflect the sum of the individual columns. + Note: small base Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 3k - 2.13 Satisfaction and likelihood of returning Long haul travelers were well satisfied with their trips to all destinations. A total of 7^% said that they were very satisfied, and a further 2^% said that they were somewhat satisfied. Only 2% of the travelers felt they were not very or not at all satisfied. For the U.S., the mix of very/somewhat satisfied was slightly less desirable at 69%/30%. (Reference: Table 20) Overall, respondents seemed interested in returning to previously visited destinations. In total, 81% said they would be very or somewhat likely to return, including it9% who said they would be very likely to do so. Again, these figures did not vary significantly by major destinations. (Reference: Table 21) TABLE 20 DEGREE OF SATISFACTION WITH LONG HAUL TRIP DESTINATION** Total Can Total respondents took long haul trip (100%) Very satisfied (X't) Somewhat satisfied (X3) Not very satisfied (X2) Not at all satisfied (XI) Mean 3.7 3.8 3.7 3.7 Total Canada U.S. Other 604 35+ 265 361 % % % % 7k 77 69 77 2k 23 30 21 1 - 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 always reflect the sum of the individual columns. + Note: small base Pleasure Travel Markets to North America - Brazil 1988 - 35 - TABLE 21 LIKELIHOOD OF RETURNING TO SAME LONG HAUL DESTINATION Total respondents took long haul trip (100%) Very likely (X*) Somewhat likely (X3) Not very likely (X2) Not at all likely (XI) DESTINATION* Total Canada U.S. Other 60^ 35+ 265 361 % % % % k3 32 81 '' 3^* 83 ^6 33 79 '^l 31 17 I'f 19 15 3 3 2 3 83 Mean 3.3 3.3 3.2 3.3 * 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 always reflect the sum of the individual columns. + Note: small base Pleasure Travel Markets to North America - Brazil 1988 - 36 - 3. LIKELY VACATION DESTINATIONS 3.1 Places would like to visit overseas (unaided) Respondents were asked on an unaided basis to nanne five places overseas they would like to visit on a vacation trip, as well as the one place they would most like to visit in the next two years. These questions provided an indication of the level of interest in visiting Canada and the U.S. in the context of all destinations available to travelers. With respect to the five top choices named, Europe was an overwhelming favourite as it was named by 96% of all respondents. The U.S. mainland was a distant second at ^^6%, but was still a destination of high interest in its own right. Canada came in at 26%, ahead of such destinations as Africa (18%) and Australia/New Zealand (16%). Although the actual figures involved were lower, responses for the one top choice destination followed a pattern similar to the above. If anything, though, interest in Europe was even more dominant as it exceeded mentions of the U.S. mainland by a margin of 56% to 15%. The one top choice destination was generally a good predictor of the destinations actually visited in the past three years. The exception was the U.S. mainland which was visited on ^3% of such trips, but was a top choice of only 15% of respondents. (Reference: Table 22) In terms of demographics, there were no strong differences between those who would most like to visit Canada and the U.S. and those who would most like to visit other destinations. Those interested in the U.S., however, were somewhat more likely than average to be younger, married, and from Rio de Janeiro. (Reference: Table 23) Pleasure Travel Markets to North America - Brazil 1988 - 37 - TABLE 22 LONG HAUL DESTINATIONS WOULD LIKE TO VISIT Total respondents (100%) Europe U.S. mainland (including Alaska) Asia Canada Africa Australia/New Zealand West Indies/Caribbean Near/Middle East Hawaii/Guam/Samoa Mexico Central America Other South Pacific Five top choices 1200 % 96 <^6 33 26 18 16 8 7 7 5 1 1 One top choice 1200 56 15 9 6 3 3 2 2 2 1 Actual destination of two most recent trips in past 3 years 818** 31 tt3 2 7 2 * 1 2 1 2 3 * * Less than 0.5% ** Total trips taken by respondents Pleasure Travel Markets to North America - Brazil 1988 - 38 - TABLE 23 KEY DESTINATIONS WOULD MOST LIKE TO VISIT BY DEMOGRAPHICS Total respondents (100%) Sex Age Male Female 18 - 2^^ years 25 - 3U years 35 - ^it years ^5 - 5'f years 55 - 6^ years 65 years or over Marital status Single Married Living together Divorced/ separated/ widowed Occupation Owner Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Student Retired Homemaker City Other Sao Paulo Rio de Janeiro 50 50 56 WOULD MOST LIKE TO VISIT ... Total Canada U.S. Other 1200 69 205 92i^ % % % % 50 55 51 ^9 50 1^5 'f9 51 20 22 25 18 2S 23 3g 27 21 20 21 22 15 13 13 15 12 13 7 13 5 9 2 5 35 33 < @ 3^^ 56 55 ^8 57 * - 1 * 9 13 8 9 11 12 10 11 5 1^ k 5 28 26 29 29 13 16 15 13 5 * 6 5 * - 1 * 10 13 8 10 6 13 k 6 20 9 20 21 k2 52 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 39 TABLE 23 (cont'd) KEY DESTINATIONS WOULD MOST LIKE TO VISIT BY DEMOGRAPHICS Total respondents (100%) Education Primary/junior school High school University Post graduate Life cycle Live 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 Whether any children under 18 years in household Yes No Household income (in minimum wages) 15 or less 16- 25 26- 35 36 or more Refused WOULD MOST LIKE TO VISIT ... Total Canada U.S. Other 1200 69 205 92^ % % % % 12 7 10 13 30 25 ^2 27 50 58 37 52 9 10 11 8 ^ 6 5 ti 15 17 13 16 15 20 20 I'f 36 35 37 35 30 22 25 31 It 51 *5 6 55 39 5 57 38 1+7 2.9 2.8 3.0 2.9 51 55 57 49 1^9 1^5 43 51 27 19 31 26 27 35 26 27 15 19 17 14 17 16 13 17 15 12 13 16 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - ko 3.2 Likelihood of visiting place would most like to visit Overall, 57% of respondents said that it was either definitely or very likely that they would travel in the next two years to the destination they named as the one they would most like to visit. Only 6% said that it would be unlikely for them to do so. The likelihood of traveling to the named destination was higher among people who named Canada and the U.S. than it was among those who mentioned other places. (Reference: Table 2it) TABLE 24 LIKELIHOOD OF VISITING THE ONE PLACE WOULD MOST LIKE TO VISIT Total respondents named a destination (100%) Definitely (X5) Very likely (X4) Likely (X3) Might or might not (X2) Not likely (XI) Mean Total WOULD MOST LIKE TO VISIT ... Canada U.S. Other 1200 69 205 924 % % % % 26" 31_ 42' 57 22. 64 35" 33 68 23' 31_ 21 19 16 22 17 15 12 19 6 3 4 7 3.5 3.9 3.8 3.4 54 Pleasure Travel Markets to North America - Brazil 1988 - 41 - 3.3 Places in U.S. /Canada Brazilians might go on vacation In order to obtain a measure of awareness of specific vacation destinations within Canada and the U.S., respondents were asked to name: 1. Five places that people might go on vacation (unaided) 2. Three other places that people might go on vacation (this time aided by a map) The above questions were asked separately for Canada and the U.S. In the data processing stage, answers were coded exactly as given by respondents and a full listing is available under separate cover. For the purposes of the main computer tables and this report, however, responses were grouped and reported for the following categories: Canada - 10 provinces and two territories - Any specific location with 50 or more mentions U.S. - Top states - 1 1 census divisions (see Appendix III) - Eight travel regions (see Appendix III) - Any specific location with 75 or more mentions For example, answers grouped into "California" would include mentions of California plus any mentions of Los Angeles, Yosemite National Park, Disneyland, and so on. A respondent naming both Los Angeles and San Francisco, though, would only count as one California mention. A similar coding scheme was also followed for all of the remaining questions in this section of the report. When asked on an unaided basis to name destinations in the U.S. and Canada to which people might go on a vacation, most respondents (93%) mentioned at least one place in the U.S. and at least one place in Canada (91%). On a total unaided and aided basis, all respondents mentioned a place in both the U.S. and Canada. (Reference: Table 25) Pleasure Travel Markets to North America - Brazil 1988 k2 - TABLE 25 WHETHER OR NOT RESPONDENT NAMED ANY PLACES PEOPLE MIGHT GO ON A VACATION Total respondents (100%) Canada Yes No places people might go on vacation (unaided) 1200 % 64 36 3 more places people might go on vacation (aided) 1200 98 2 Total unaided and aided mentions 1200 % 100 U^. Yes No 93 7 99 1 100 Specific results for awareness of vacation destinations were as follows: Canada - On an unaided basis, the most frequently named destinations were in Quebec (82%) and Ontario (7^%). The next most frequent mentions were destinations in British Columbia (24%). Specific destinations with the highest level of unaided mentions were Montreal (65%), Toronto (52%), and Quebec City (49%). - On a total unaided and aided basis, destinations in Quebec (92%) and Ontario (83%) continued to be the top mentions, followed by British Columbia (45%) and Alberta (21%). Montreal remained the specific destination most frequently named (74%), while Quebec City (66%) moved ahead of Toronto (52%). It is apparent that respondents were more familiar with the French part of Canada than they were with the English part. (Reference: Table 26A) Pleasure Travel Markets to North America - Brazil 1988 - i»3 - U.S. - On an unaided basis, mentions were heavily skewed towards destinations in New York (7^%), California (72%), and Florida (68%). The next most frequent mentions were Washington, D.C. (25%) and destinations in Texas (2^%). The mentions of New York were largely attributable to mentions of New York City (65%). The main specific mentions in California were Los Angeles (30%) and San Francisco (25%). In Florida, the main attraction was Miami (^^5%). On a total unaided and aided basis, most respondents (86%) mentioned at least one California destination. New York (82%) and Florida (79%) were close behind. Also mentioned frequently were destinations in Texas (^8%) and Washington, D.C. ('f2%). The specific destinations mentioned most frequently followed the same pattern as seen on an unaided basis. In California, the top mentions were Los Angeles (3'f%) and San Francisco (30%). Also important to their respective states were New York City (71%) and Miami (^9%). (Reference: Table 26B) Pleasure Travel Markets to North America - Brazil 1988 - kk - TABLE 26A VACATION DESTINATIONS IN CANADA - AWARENESS 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 Toronto Quebec City Ottawa Vancouver Niagara Falls Calgary Vancouver Island Queen Charlotte Island Regina Prince Albert National Park 5 places 3 more people places people Total might go on might go unaided vacation on vacation and aided (unaided) (aided) mentions 765 1177 1196 % % % 13 2k 30 2 3 4 3 8 9 1 4 'f 82 58 92 7* 65 83 7 12 15 4 9 12 12 15 21 2t^ 35 45 3 7 8 3 5 7 65 33 74 52 19 52 49 35 66 28 16 34 17 16 27 l'^ 17 25 3 3 4 3 5 6 3 6 8 3 if 6 1 i^ 4 Pleasure Travel Markets to North America - Brazil 1988 - k5 - TABLE 26B VACATION DESTINATIONS IN THE U.S. - AWARENESS Total respondents nnentioned a place (100%) Top States New York California Florida Washington D.C. Texas Nevada Louisiana Illinois Massachusetts Colorado Arizona Washington Hawaii Pennsylvania 8 Travel Regions Travel South Visit U.S. West New England Old West Trail Foundation America's Heartland Foremost West George Washington Country Great Lakes 5 places 3 more people places people Total might go on might go unaided vacation on vacation and aided (unaided) (aided) mentions 1117 1187 1200 % % % 7th 15 82 72 36 86 6Z 30 79 25 18 thl 2th 27 Its H 17 28 7 6 13 7 th 11 7 th 10 6 13 18 6 18 23 5 3 7 5 3 8 4 1* 17 73 51 87 78 65 9tt 8 6 13 2 8 10 10 17 25 1* 35 thtt 30 3* 55 l'^ 16 26 Pleasure Travel Markets to North America - Brazil 1988 - 46 - TABLE 26B (cont'd) VACATION DESTINATIONS IN THE U.S. - AWARENESS 5 places 3 more people places people Total might go on might go unaided vacation on vacation and aided (unaided) (aided) mentions Total respondents mentioned a place (100%) 1117 1187 1200 % % % 1 1 Census Divisions West North Central t^ 11 14 East South Central 3 8 10 New England 8 6 13 Middle Atlantic 76 28 86 Middle Atlantic (excluding New York) 7 15 20 East North Central 13 15 24 South Atlantic 78 55 91 South Atlantic (excluding Florida) 30 33 54 West South Central 31 35 57 Mountain 26 49 61 Pacific 7(f 44 88 Pacific (excluding California) 7 10 16 Pacific Islands 5 3 8 Atlantic Islands * * * Specific Destinations New York City 65 10 71 Miami 45 7 49 Los Angeles 30 7 34 San Francisco 25 7 30 Orlando 15 4 18 Las Vegas 12 7 18 New Orleans 6 5 11 Disneyland 6 2 8 Chicago 6 4 9 Dallas 6 3 8 Boston 5 3 8 Disney World 5 2 7 * Less than 0.5% Pleasure Travel Markets to North America - Brazil 1988 - kl - 3 A Places in U.S./Canada ever visited and visited in past 3 years Travel to the U.S. was much more popular than travel to Canada. About one-third (36%) had been to the U.S. at some time in the past, while only 9% had ever been to Canada. The incidence of visitation in the past three years was somewhat lower at 26% for the U.S., and only 4% for Canada. (Reference: Table 27) 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 Brazilian travelers: Canada - Among respondents who had traveled to Canada in the past three years, the most popular destinations were in Quebec (75%, mainly Montreal and Quebec City) and Ontario (73%, mainly Toronto and Niagara Falls). No other provinces of Canada were visited with any significant frequency. (Reference: Table 28A) U.S. - The state most visited in the past three years was Florida {7^%, mainly Miami and Orlando). New York (53%, mainly New York City) and California (35%, mainly Los Angeles and San Francisco) were the next most popular states. (Reference: Table 28B) TABLE 27 VISITED CANADA OR U.S. - EVER OR IN PAST THREE YEARS Total Total respondents (100%) 1200 % Canada Ever visited 9 Visited in past three years ^^ U.S. Ever visited 36 Visited in past three years 26 Pleasure Travel Markets to North America - Brazil 1988 - kS - TABLE 28A 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 Montreal Toronto Quebec City Niagara Falls Ottawa Vancouver Calgary Queen Charlotte Islands Visited in Ever past 3 visited years 103 ^8 % % 2 2 1 - It 2 2 2 78 75 71 73 5 6 k 2 10 8 15 15 1 - 2 t 67 65 55 65 38 48 30 25 18 21 10 10 3 2 3 2 Pleasure Travel Markets to North America - Brazil 1988 - kS - TABLE 28B VACATION DESTINATIONS IN THE U.S. - WHETHER VISITED Total respondents visited the U.S. (100%) Top States Florida New York California Washington D.C. Nevada Texas Massachusetts Illinois Pennsylvania Louisiana Arizona Colorado Washington Hawaii 8 Travel Regions Travel South Visit U.S. West New England Old West Trail Foundation America's Heartland Forennost West George Washington Country Great Lakes Visited in Ever past 3 visited years 436 309 % % 75 7k 53 53 t^if- 35 18 12 13 9 9 6 8 8 7 4 7 6 7 4 5 3 5 3 3 2 3 3 77 76 49 39 10 10 2 2 9 6 10 7 23 18 13 9 Pleasure Travel Markets to North America - Brazil 1988 - 50 - TABLE 28B (cont'd) VACATION DESTINATIONS IN THE 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 New York City Miami Orlando Los Angeles San Francisco Las Vegas Disney World Boston New Orleans Chicago Disneyland Dallas Visited in Ever past 3 visited years ^36 309 % % * 3 3 2 10 10 60 56 10 9 12 9 80 80 2* 18 R 10 19 1^ k7 37 6 7 3 - ♦ - 52 k7 *6 ^6 30 30 23 18 18 15 8 5 8 7 7 7 6 3 5 2 2 2 2 2 * Less than 0.5% Pleasure Travel Markets to North America - Brazil 1988 - 51 - 3.5 Places In U.S./Canada most Interested in visiting/revisitinR 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 America. Nearly all respondents named at least one place in Canada (99%) that they were interested in visiting, and all respondents (100%) named at least one place in the U.S. (Reference: Table 29) 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 Quebec (87%) and Ontario (71%), followed distantly by British Columbia (27%). These results more or less reflected the destinations in Canada actually visited (see Table 28A). Quebec's strength came mainly from Montreal (6'f%) and Quebec City (51%). Ontario's strength came mainly from Toronto (37%) and, to a lesser extent, from Ottawa (17%) and Niagara Falls (U%). (Reference: Table 30A) U.S. - In terms of interest, the top states were California (62%), New York {57%)y and Florida (50%). These were also the states most likely to have been actually visited (see Table 28B). New York City {50%) was the specific destination most likely to be named, followed by Miami (25%), Los Angeles (16%), and San Francisco (16%). (Reference: Table 30B) TABLE 29 WHETHER OR NOT NAMED ANY PLACES INTERESTED IN VISITING Total respondents (100%) 1200 % Canada Yes 99 No 1 U^. Yes 100 No Pleasure Travel Markets to North America - Brazil 1988 - 52 - TABLE 30A 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 Montreal Quebec City Toronto Niagara Falls Ottawa Vancouver Vancouver Island Queen Charlotte Islands * Less than 0.5% First Top three choice choices 119^ 1191^ % % 3 17 1 2 1 4 * 2 55 87 27 71 1 7 1 * 2 9 8 27 1 ^ 1 3 35 6tt 16 51 1* 37 6 1^ * 17 3 13 1 4 1 k Pleasure Travel Markets to North America - Brazil 1988 - 53 - TABLE 30B VACATION DESTINATIONS IN THE U.S. - INTEREST IN VISITING Total respondents providing choices (100%) Top States New York California Florida Texas Washington D.C. Hawaii Nevada Arizona Louisiana Colorado Massachusetts Illinois Pennsylvania 8 Travel Regions Travel South Visit U.S. West New England Old West Trail Foundation America's Heartland Foremost West George Washington Country Great Lakes First Top three choice choices 1198 1198 % % 27 57 25 62 23 50 It 17 3 15 3 5 3 12 7 5 5 3 It 5 26 59 31 7^ 1 It 1 3 2 8 3 16 It 21 2 8 * Less than 0.5% Pleasure Travel Markets to North America - Brazil 1988 . 54 - TABLE 30B (cont'd) VACATION DESTINATIONS IN THE U.S. - INTEREST IN VISITING Total respondents providing choices (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 New York City Miami Los Angeles San Francisco Orlando Las Vegas Disneyland New Orleans Disney World Chicago Boston * Less than 0.5% First Top three choice choices 1198 1198 % % 1 4 1 3 1 t^ 28 61 1 6 1 7 27 63 f^ 20 6 22 6 27 27 65 2 5 3 5 » « 25 50 10 25 5 16 * 16 3 7 2 8 2 3 1 '^ 1 3 1 3 * 2 Pleasure Travel Markets to North America - Brazil 1988 - 55 - 3.6 Summary of awareness, interest and visitation A summary of awareness, interest and visitation is provided in Tables 31 A and 3 IB. In general, all three of these measures followed similar patterns. There were some isolated exceptions such as Orlando (which was visited much more often than would be predicted from awareness and interest levels), and Texas (where the opposite was true). On the whole, however, awareness and interest were both good predictors of actual visitation. (Reference: Tables 31A and 31B) Pleasure Travel Markets to North America - Brazil 1988 - 56 - TABLE 31A 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 Toronto Quebec City Ottawa Vancouver Niagara Falls Calgary Vancouver Island Queen Charlotte Islands Regina Prince Albert National Park 5 places people Top might go on 3 places Visited vacation interested in in past (unaided) visiting 3 years 765 1194 48 % % % 13 17 2 2 2 - 3 4 2 1 2 2 82 87 75 7it 71 73 7 7 6 k ^ 4 2 12 9 8 24 27 15 3 4 - 3 3 4 65 64 65 52 37 65 49 51 48 28 17 21 17 13 10 14 14 25 3 - 2 3 4 - 3 4 2 3 - - 1 - - Pleasure Travel Markets to North America - Brazil 1988 - 57 - TABLE 31B SUMMARY OF AWARENESS, INTEREST AND VISITATION - U.S. Total respondents mentioned a place (1 Top States New York California Florida V/ashington D.C. Texas Nevada Louisiana Illinois Massachusetts Colorado Arizona Washington Hawaii Pennsylvania 8 Travel Regions Travel South Visit U.S. West New England Old West Trail Foundation America's Heartland Foremost West George Washington Country Great Lakes 00%) 5 places people Top might go on 3 places Visited vacation interested in in past (unaided) visiting 3 years 1117 1198 309 % % % 7l^■ 57 53 72 62 35 68 50 74 25 \5 12 2^ 17 6 U 12 9 7 5 4 7 1* 4 7 3 8 6 5 3 6 7 3 5 2 2 5 5 3 k 5 6 73 59 76 78 74 39 8 4 10 2 3 2 10 8 6 U 16 7 30 21 18 U 8 9 Pleasure Travel Markets to North America - Brazil 1988 - 58 TABLE 3 IB (cont'd) SUMMARY OF AWARENESS, INTEREST AND VISITATION - U.S. 5 places people Top might go on 3 places Visited vacation interested in in past (unaided) visiting 3 years Total respondents mentioned a place (100%) 1117 1198 309 % % % 1 1 Census Divisions West North Central t^ (^ 3 East South Central 3 3 2 New England 8 4 10 Middle Atlantic 76 61 56 Middle Atlantic (excluding New York) 7 6 9 East North Central 13 7 9 South Atlantic 78 63 80 South Atlantic (excluding Florida) 30 20 18 West South Central 31 22 10 Mountain 26 27 U Pacific 74 65 37 Pacific (excluding California) 7 5 7 Pacific Islands 5 5 - Atlantic Islands * •X- - Specific Destinations New York City 65 50 47 Miami 1^5 25 46 Los Angeles 30 16 18 San Francisco 25 16 15 Orlando 15 7 30 Las Vegas 12 8 5 New Orleans 6 't 3 Disneyland 6 3 2 Chicago 6 3 2 Dallas 6 _ 2 Boston 5 2 7 Disney World 5 3 7 * Less than 0.5% Pleasure Travel Markets to North America - Brazil 1988 - 59 - 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 83% were interested in Canada, including ^1% who were very interested. Even more respondents (91%) were interested in the U.S., including 57% who were very interested. INTEREST IN VISITING CANADA OR U.S. Canada U.S. Total respondents (100%) 1200 1200 % % Very interested t^] Somewhat interested ^2j Not interested 17 al 571 83 91 '2j 3^ J Pleasure Travel Markets to North America - Brazil 1988 - 60 - i+. 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 behavioral 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 ratings items as follow: 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 52 different activities, features, and amenities that are important in the selection of a vacation destination. The main benefit of any segmentation analysis is that different segments with varying 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 has a different value structure 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 - Brazil 1988 - 61 - 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. Since 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. This information is presented first by describing the travel philosophy and benefit segments, followed by the product segments, followed by a profile of the latter against the first two. 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 segment 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 only about 2,W0,000 people out of the total adult population, it is a somewhat narrowly defined segment in itself. The analyses performed here are an attempt to further segment that particular market, and the results should certainly not be extrapolated to the population of Brazil as a whole. In the following sections of this report, an understanding of what each segment depicts 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. Pleasure Travel Markets to North America - Brazil 1988 - 62 - 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 - Brazil 1988 - 63 - 5. TRAVEL PHILOSOPHY SEGMENTATION As noted in the previous section, the approach taken in this report is to treat the product segmentation as the primary segmentation solution, and to use the philosophy and benefit segments as profiling variables. In order to lay the framework for this analysis, the philosophy and benefit segmentations will be discussed first. 5.1 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 ^-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 Brazilian long haul pleasure travelers based on their overall mean scores on the four point scale used. Respondents seemed strongly disposed towards travel in that they thought money spent on travel was well spent (mean score of 3.7), while disagreeing that they would just as soon spend their money on things other than travel (2.1). They were not extravagant, however, as they believed that value for vacation money (3.3), and inexpensive travel to the destination (3.3) were important considerations. They did not have to spend a lot of money to enjoy a vacation (3.2), and often traveled on reduced fares (3.1). Their interest in travel was also shown through their interest in taking short pleasure trips whenever they could (3.6). New and different destinations tended to be of relatively high interest as respondents preferred to travel from place to place (3.^) rather than to stay put (2.2). They also liked to go to different places on each trip (3.2), rather than to places they had been to before (2.^). Respondents also took a strong interest in their travel arrangements. They generally liked to have them made before leaving (3.7), but a significant group also liked to make them as they went along (3.3). Brazilians preferred making their own arrangements (3.4) rather than leaving them to a co-traveler (2.0), and disagreed that arrangements were such a bother they would rather not travel (1.9). (Reference: Table 32) Pleasure Travel Markets to North America - Brazil 1988 - 64 - 5.2 Segments The segmentation analysis yielded a total of four travel philosophy segments. FIGURES TRAVEL PHILOSOPHY SEGMENTS PREMIUM PACKAGE (18%) LUXURY GUARDED (31%) BUDGET PACKAGE (25%) BUDGET INHEPENDENT (26%) Based on total sample of 1,200 respondents As noted earlier, these 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 travel philosophy segments relative to each other: Budget Package traveler l25%) This group is one of two package groups which are similar in terms of expressing a preference for traveling on packages and guided tours. This particular group, however, is budget conscious and feels that value for money and inexpensive travel are important to them. They do not feel that it is worth paying for luxuries, and they often travel on reduced fares. This group would rather travel from place to place than stay put on a vacation, and Package tours presumably provide an inexpensive means of meeting these needs. Pleasure Travel Markets to North America - Brazil 1988 65 - Budget Independent traveler T26%) - Travelers in this segment share the budget consciousness of the Budget Package group, but are diametrically opposed in terms of their attitudes to package travel. They do not like vacation packages and guided tours, and prefer to travel independently. They do not appear to have a particular fondness for making their own arrangements, however. It's more that the idea of package travel simply does not appeal to them. Luxury Guarded traveler (31%) People in this group have a somewhat guarded approach to travel. They like to stay put in their vacation destination rather than travel from place to place, preferably in a destination they have visited before. Although they would just as soon spend their money on things other than travel, when they do travel they do not necessarily hold back. They feel that it is worth paying for luxuries, and usually do not travel on reduced fares. Premium Package traveler (18%) This is the second of the package groups characterized by a preference for guided tours and vacation packages. This group, however, is willing to pay a premium to get the package they want. They feel that it is worth paying for luxuries, and that spending a lot of money is worth it for the enjoyment they get out of a vacation. Part of their affinity to package travel is attributable to their dislike of the inconvenience of making their own travel arrangements. (Reference: Table 33) Pleasure Travel Markets to North America - Brazil 1988 - 66 - In order to provide a visual representation of the differences among travel philosophy segments, a discriminant map of the results was produced. For a description of how to interpret a discriminant map see Appendix V. The two dimensions shown in the discriminant map accounted for 98% of the variance in the differences among the segment groups. For the sake of clarity only the most important attributes (i.e. the ones with the most discriminating ability) are shown on the map. Attributes related to budget travel (e.g. "usually travel on reduced fares", "inexpensive travel to destination is important") point to the lower left part of the map. This is where the Budget Package and Budget Independent groups can be thought of as being positioned, except that the Budget Package is displaced towards the various package attributes to the right, and the Budget Independent group is accordingly displaced to the left. The Premium Package group is also to the right, but higher up to reflect its premium nature. The Luxury Guarded group is associated with "worth paying for luxuries" as well as such attributes as "like to stay put in destination" and "choose vacation places been before". ■ (Reference: Figure 6) Pleasure Travel Markets to North America - Brazil 1988 67 H >^ X On O O H O (Z5 UJ O < o < Q. o Q 3 ffi - 68 - 5.3 Segment profiles With respect to the profiles of the different travel philosophy segments, the following characteristics which disproportionately describe each segment: are Budget Package traveler - More likely than average to have; - visited the mainland U.S. in the past 3 years - booked through a travel agent - More likely than average to be interested in: - visiting the mainland U.S. Budget Independent traveler - More likely than average to be: - 25-3^^ years of age - in a professional/technical occupation - living in Rio de Janeiro - university educated - More likely than average to have: - taken more pleasure trips of li nights or more in the past 3 years - taken a long haul pleasure trip outside South America in the past 3 years - visited Europe in the past 3 years - been away for more nights on their trips - used an airline as a source of planning information - taken an independent trip - booked directly with their airline and/or hotel - More likely than average to be interested in: - visiting Asia - visiting California and the Pacific census division in the U.S., particularly San Francisco - More likely than average to read Jornal Do Brasil , Revista de Domingo , and Touring Supplement Luxury Guarded traveler More likely than average to have: - taken a trip to visit friends and relatives - decided on their destination closer to departure Pleasure Travel Markets to North America - Brazil 1988 I - 69 Premium Package traveler - More likely than average to be: - married - a homemaker - living in Sao Paulo - less educated - living with children - More likely than average to have: - traveled in the summer (i.e. winter in Brazil) - taken a touring type trip - traveled with an organized group or club, and not traveled alone - had more people in their travel party (including children) - used a travel agent or tour company as a source of planning information - traveled on an all-inclusive guided tour - booked through a travel agent or tour company - traveled by inter-city bus or boat within the U.S. - More likely than average to be interested in: - visiting the U.S. mainland and Canada - visiting Texas in the U.S. - More likely than average to read O Estado de Sao Paulo , Claudia , and Quatro Rodas There were basically no differences between the segments in terms of the specific destinations within Canada and the U.S. which they were most interested in visiting. (Reference: Tables 3^ to 38) Pleasure Travel Markets to North America - Brazil 1988 - 70 - 5 A Implications Of the four travel philosophy segments, the two package groups showed a slightly higher than average interest in visiting the U.S. In addition, the Premium Package group had a slightly higher than average interest in visitinjg Canada , while the Budget Package group had a slightly higher than average likelihood of having actually traveled to the U.S. From these standpoints, therefore, the Budget and Premium Package segments represent the two segments of most immediate interest to North America. Current levels of package travel to Canada and the U.S. are about average when compared with other destinations (see Table l^f), so it would be a matter of improving on these levels. Budget Package travelers are obviously looking for an inexpensive way of traveling, so it would be necessary to offer appropriate prices and discounts to attract this group. Interestingly, despite their package philosophy, this segment is about average in terms of existing levels of package travel. This may be an indication that current packages do not meet their needs, and that an opportunity therefore exists to fill this gap. On the other hand. Premium Package travelers are more willing to pay higher prices and to indulge themselves on their vacation. Any packages aimed at this segment should recognize the extremely high incidence of touring trips among this group. The remaining two segments also provide marketing opportunities. Budget Independent travelers, as might be expected, very rarely take advantage of package travel. It would therefore be necessary to convince them that North America provides inexpensive travel and good value for money. As will be seen later in this report (see Section 8), this image already exists to some extent, but it would be a matter of strengthening it. Luxury Guarded travelers would be somewhat more difficult to market towards. Over half of the trips taken by this group are either to visit friends or relatives or to combine business and pleasure. Marketers would have little opportunity to influence the choice of destination on those occasions. The upscale products developed for the Premium package traveler, however, might have an overlapping appeal to this group. Pleasure Travel Markets to North America - Brazil 1988 - 71 - TABLE 32 AGREEMENT WITH TRAVEL PHILOSOPHY STATEMENTS - MEAN SCORES (Maximum possible = t^.O, minimum possible = 1.0) Total Total respondents 1200 Money on travel is well spent 3.7 Like to have arrangements made before leaving 3.7 Take short pleasure trips whenever can 3.6 Enjoy making own arrangements 3 A Rather travel from place to place than stay put 3 A Value for vacation money is important 3.3 Inexpensive travel to destination is important 3.3 Like to make arrangements as go along 3.3 Like to go to different places each trip 3.2 Don't have to spend a lot to enjoy vacation 3.2 Usually travel on reduced fares 3.1 Important that people speak my language 3.1 Often choose places friends have been 3.0 Don't have to travel to enjoy vacation 2.8 Prefer a number of short trips over one long trip 2.7 Usually travel on all-inclusive packages 2.6 Usually buy vacation packages 2.5 Prefer guided tours 2 A Usually choose places been before 2 A Worth paying for luxuries 2.3 Usually use travel agent to help choose destination 2.3 Like to stay put at destination 2.2 Just as soon spend on things other than travel 2.1 Prefer to leave organizing to co-traveler 2.0 Arrangements such a bother rather not travel 1 .9 Pleasure Travel Markets to North America - Brazil 1988 - 72 - TABLE 33 TRAVEL PHILOSOPHY SEGMENTS Deviation from overall statement mean BUDGET PACKAGE (25%) Usually travel on all-inclusive packages +0.6 Usually buy vacation packages +0.5 Value for money is very important +0.3 Prefer guided tours on oversees trips +0.3 Usually travel on reduced fares +0.2 Rather travel from place to place than stay put +0.2 Inexpensive travel to destination is important +0.2 Just as soon spend on things other than travel -0.3 Usually choose vacation places been before -0.4 Travel arrangements such a bother rather not travel -OA Worth paying for luxuries -0.5 Like to stay put at destination -0.6 BUDGET INDEPENDENT (26 % ) Usually travel on reduced fares +0.2 Like to make arrangements as go along +0.2 Enjoy making own travel arrangements +0.2 Don't have to spend a lot of money to enjoy vacation +0.2 People speak familiar language is important -0.5 Prefer to leave travel arrangements to co-traveler -0.5 Worth paying for luxuries -0.5 Travel arrangements such a bother rather not travel -0.5 Usually use travel agent to help choose destination -0.8 Prefer to go on guided tours -1.0 Usually travel on all-inclusive packages -1.1 Usually buy vacation packages -1.2 LUXURY GUARDED (31%) Like to stay put in destination +0.7 Worth paying for luxuries +0.5 Travel arrangements such a bother rather not travel +0.5 Usually choose places been before +0.4 Just as soon spend on things other than travel +0.4 Prefer a number of short trips over one long trip +0.3 Rather travel from place to place than stay put -0.2 Inexpensive travel to destination is important -0.2 Value for vacation money is important -0.3 Usually travel on reduced fares -0.4 Pleasure Travel Markets to North America - Brazil 1988 i - 73 - TABLE 33 (cont'd) TRAVEL PHILOSOPHY SEGMENTS Deviation from overall statement mean PREMIUM PACKAGE (18%) Usually buy vacation packages +1.2 Prefer to go on guided tours +1.2 Usually travel on all-inclusive packages +1.1 Usually use a travel agent to help choose destination +1 .0 Worth paying for luxuries +0.6 Travel arrangements such a bother rather not travel +0.^^ Important that people speak my language +0 A Prefer to leave the organizing to co-traveler +0.3 Like to make arrangements as I go along -0.2 Enjoy making own travel arrangements -0.3 Don't have to travel to enjoy vacation -0.3 Don't have to spend a lot of money to enjoy vacation -0.5 Pleasure Travel Markets to North America - Brazil 1988 - Ik - TABLE 3^ TRAVEL PHILOSOPHY SEGMENTS DEMOGRAPHICS TRAVEL PHILOSOPHY SEGMENT Total Total respondents (100%) 1200 298 % % Sex Male 50 44 Female 50 56 Age 18-24 years 20 19 25 - 34 years 28 29 33 - 44 years 21 20 45 - 54 years 15 14 55 - 64 years 12 15 65 years or over 5 3 Marital status Single 35 37 Married 56 55 Living together •X- * Divorced/separated/ widowed 9 8 Occupation Owner 11 11 Manager/executive 5 6 Professional/technical 28 31 Clerical/sales 13 11 Skilled worker 5 5 Unskilled worker * -X- Student 10 10 Retired 6 8 Homenaaker 20 16 Other 2 1 City Sao Paulo 50 48 Rio de Janeiro 50 52 Budget Budget Package Independent traveler traveler 315 50 50 22 13 10 4 38 48 * 13 11 4 12 4 8 4 17 1 35 Luxury Guarded traveler 370 53 47 23 25 19 16 10 7 35 57 11 5 22 15 5 1 11 8 21 53 47 Premium Package traveler 215 % 52 48 19 21 26 15 14 6 27 (61 31 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 75 - TABLE 3^ (cont'd) TRAVEL PHILOSOPHY SEGMENTS DEMOGRAPHICS Total respondents (100%) Education Primary/junior school High school University Post graduate Life cycle Living alone Living with one adult Single with children Couple with children Other Total 1200 12 30 50 9 15 15 36 30 TRAVEL PHILOSOPHY SEGMENT Budget Budget Luxury Premium Package Independent Guarded Package traveler traveler traveler traveler 298 10 27 53 10 3 12 1* 37 35 315 370 215 % % % 8 1^ flil 23 33 l37j ® 1^5 kO '' 7 7 9 k 1 18 17 1^ 15 15 IZ 30 3^ ^. 28 30 2k Living arrangement Live alone Live with children Live without children k 51 k5 3 51 k5 9 It 1*7 Mean no. of adults 18 years or over 2.9 Whether any children under 18 years in housrfwld Yes No Household income (in minimum wages) 15 or less 16-25 26- 35 36 or more Refused 15 3.0 2.8 3.0 3.0 51 51 k5 49 (62) 1*3 ) 49 55 51 38 27 30 27 23 27 27 29 25 28 26 15 1* 17 15 13 17 17 19 17 13 10 11 17 22 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 76 - TABLE 35 TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Total Budget Package traveler Budget Independent traveler Luxury Guarded traveler Premium Package traveler Total respondents (100%) Mean no. of 4+ night pleasure trips in past 3 years 1200 % 6.0 298 % 5.6 315 % 370 % 5.8 215 % 5.1 Destinations visited in past 3 years** Short haul - Brazil - Rest of South America 56 17 62 16 56 15 51 17 54 22 Long haul - Outside South America Destinations visited on two most recent long haul trips * * * 76 75 75 * Less than 0.5% ** Based on 792 respondents who had actually taken at least one such trip *** Based on 813 such trips taken by respondents Note: Circled numbers represent those referred to in the main text 69 Europe 52 44 (& 5ti- 41 Mainland U.S. (including Alaska) 43 @ 41 38 47 Canada 7 ^ 4 7 9 Central America 3 2 2 3 6 Africa 2 2 2 1 1 Asia 2 2 2 2 5 Mexico 2 3 2 2 5 Near/Middle East 2 2 1 2 3 Hawaii/Guam /Samoa 1 1 1 * 2 West Indies/Caribbean 1 1 1 1 3 Other South Pacific * 1 * - 1 Pleasure Travel Markets to North America - Brazil 1988 - 77 - TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Budget Budget Luxury Premium Package Independent Guarded Package Total traveler traveler traveler traveler Total respondents (100%) 1200 298 315 370 215 % % % % % One long haul destination most like to visit Europe 56 51 57 58 52 Mainland U.S. (including Alaska) 15 ® 12 U @ Asia 9 9 @ 8 7 Canada 6 5 Y 5 ® Australia/New Zealand 3 2 h 3 If^ Africa 3 k 2 2 ^ West Indies/Caribbean 2 1 1 3 2 Near/Middle East 2 2 2 3 1 Hawaii/Guam/Samoa 2 2 1 2 3 Mexico 1 1 1 1 1 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 78 - TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS Total respondents took long haul trip (100%) Total 60^^ % Mean no. of nights away on trip ^1 Season trip was taken December to February March to May June to August September to October Type of trip (Two most recent) * * Touring trip Visit friends and relatives Combined business and pleasure City Exhibition, special event or theme park Resort Outdoor trip Cruise .2 17 25 1^9 2k 19 * * People traveled with Wife/husband/girl friend/ boy friend 40 Traveled alone 29 Other relatives 17 Child(ren) 13 Friends 10 Organized group/club/etc. 5 Father/mother 5 Business associates/ colleagues k Mean no. of people in travel party 2.9 Mean no. of ciiildren under 18 in travel party 0.9 TRAVEL PHILOSOPHY SEGMENT Budget Budget Luxury Premium Package Independent Guarded Package traveler traveler traveler traveler 150 % 36.3 16 13 43 28 50 19 22 2 40 28 15 14 10 7 3 5 3.0 0.9 49 27 17 4 2 * 39 33 15 10 12 3 6 3 2.7 0.8 172 41.6 18 13 48 22 36 23 5 2 * 41 30 19 13 7 2 6 5 2.7 0.7 76 % 31.1 @ 6 15 2 * Less than 0.5% ** Based on 813 analyzed trips Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 79 - TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Budget Budget Luxury Premium Package Indep endent Guarded Package Total traveler traveler traveler traveler Total respondents took long haul trip (100%) 604 150 204 172 76 % % % % % Sources of informalion used in planning Friends/family 61 62 59 59 K Travel agent 39 40 36 36 (5l\ Tour operator/company 28 34 22 19 I59J Newspaper/magazine article 17 20 15 13 22 Brochures/panaphlets 16 18 20 8 16 Airline 15 11 g) 13 11 E mbassy/consulate 8 7 11 6 4 Advertisements 5 4 6 4 7 Books/library (i- 7 4 3 4 Clubs/associations 3 3 2 2 7 Government tourism office/board 1 - 2 1 3 Automobile Association * - - 1 1 Trip type Independent 68 58 @ 73 29 All-inclusive guided tour 14 18 3 9 @ Flight and accommodation package only 14 17 9 16 18 Guided tour only 4 7 2 2 5 Where booked Travel agent 77 @ 69 75 (90) Airline 24 17 B] 24 12 Direct with hotel etc. 24 20 34 24 7 Tour company/holiday ^.^ N. company 2 5 - 1 (^ * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 !0 - TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Budget Budget Luxury Premium Package Independent Guarded Package Total traveler traveler traveler traveler Total respondents took long haul trip (100%) 604 150 204 172 76 % % % % % Number of months before leaving - decided on destination 1 month or less 48 45 45 @ 45 Over 1 month to 2 months 17 15 20 11 24 Over 2 months to 3 months 8 10 5 10 8 Over 3 months to 4 months 5 5 6 4 4 Over 4 months to 5 months 2 3 2 3 1 Over 5 months to 6 months 11 10 12 12 8 Over 6 months 10 13 10 6 11 Number of months before leaving - trip was booked Vz month or less 39 39 37 43 33 Over Yi month to 1 month 38 39 35 38 46 Over 1 month to 2 months 11 9 13 10 11 Over 2 months to 3 months 6 S 6 5 5 Over 3 months 6 5 8 5 5 Total trips to U.S. taken by respondents (100%) 352 100 124 86 41 % % % % % Mode of transportation used within the U.S. Plane 51 52 48 52 56 Rented car 49 54 48 55 29 Public transportation (within cities) 42 42 42 37 49 Private car 28 30 31 28 20 Bus (between cities) 23 23 23 16 f^ Boat 13 15 11 9 ^ Train 12 16 11 8 17 Camper or RV 2 2 2 2 - Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 81 - TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Budget Budget Luxury Premium Package Independent Guarded Package Total traveler traveler traveler traveler Total trips to Canada taken by respondents (100%) 52 17+ 12+ 16+ 8+ % % % % % Mode of transportation used within Canada Public transportation (within cities) t^2 ^7 36 38 50 Bus (between cities) 39 59 - 31 63 Plane 35 ^7 - 38 50 Private car 29 ^1 27 31 - Rented car 23 12 55 25 - Train 12 12 18 - 25 Camper or RV 2 - 9 - - Boat _ _ _ _ _ + Note: Small base Note: Circled numbers represent those referred to in the main text 1 Pleasure Travel Markets to North America - Brazil 1988 - 82 TABLE 36 TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA TRAVEL PHILOSOPHY SEGMENT Budget Budget Luxury Premium Package Independent Guarded Package Total traveler traveler traveler traveler Total respondents (100%) 1200 298 315 370 215 % % % % % Provinces and Territories Newfoundland/Labrador 17 16 \ft 19 19 P.E.I. 2 2 2 2 1 Nova Scotia It k t 5 It New Brunswick 2 2 2 1 1 Quebec 87 85 U 90 87 Ontario 71 69 70 72 7it Manitoba 7 7 6 7 8 Saskatchewan if H 5 3 6 Alberta 9 9 6 11 10 British Columbia 27 31 3'f 23 19 Yukon 3 5 2 3 3 Northwest Territories k It 5 3 2 Specific Destinations Montreal 6^ 63 63 67 63 Quebec City 51 53 ^8 52 Sif Toronto 37 35 39 38 35 Ottawa 17 15 16 19 19 Niagara Falls lif 17 16 12 12 Vancouver 13 15 16 12 9 Vancouver Island It 5 6 3 2 Queen Charlotte Islands k It 5 '^ 3 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 83 - TABLE 37 TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. TRAVEL PHILOSOPHY SEGMENT Budget Budget Luxury Premium Package Independent Guarded Package Total traveler traveler traveler traveler Total respondents (100%) 1200 298 315 370 215 % % % % % Top States California 62 65 (69) 56 58 New York 51 57 56 55 59 Florida 50 k% *5 52 56 Texas 17 15 12 19 @ Washington D.C. 15 16 11 17 17 Nevada 12 7 13 12 15 Arizona 7 7 9 7 6 Louisiana 5 * 9 3 3 Colorado 5 6 7 5 2 Hawaii 5 3 6 5 3 Pennsylvania 5 7 4 5 f^ Illinois * 3 5 k 3 Massachusetts 3 3 4 2 1 8 Travel Regions Travel South 59 51 5'^ 62 64 Visit U.S. West 74 73 79 70 74 New England k 5 6 <^ 1 Old West Trail Foundation 3 3 * 2 2 America's Heartland 8 7 12 7 7 Foremost West 16 16 18 15 14 George Washington Country 21 2* 16 22 23 Great Lakes 8 7 9 8 6 Note: Circled numbers represent those referred to in the main text L Pleasure Travel Markets to North America - Brazil 1988 - 84 - TABLE 37 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. TRAVEL PHILOSOPHY SEGMENT Total Budget Package traveler Budget Independent traveler Luxury Guarded traveler Premium Package traveler Total respondents (100%) 1200 % 298 % 315 % 370 % 215 % 1 1 Census Dmsions West North Central * 3 tt 5 It East South Central 3 3 2 6 2 New England Middle Atlantic 61 5 63 6 60 59 1 61 Middle Atlantic (excluding N.Y.) East North Central 6 7 9 7 5 8 7 7 4 6 South Atlantic 63 6^ 55 66 70 South Atlantic (excluding Florida) 20 22 15 22 22 West South Central 22 19 21 23 27 Mountain 27 2^ ^ 27 29 Pacific 65 67 @ 60 61 Pacific (excluding California) 5 It 6 7 * Pacific Islands 5 3 6 5 3 Atlantic Islands * * * * - Specific Destinations New York City 50 51 k7 1*9 5^ Miami 25 2^ 2M 25 27 San Francisco 16 17 @ R 11 Los Angeles 16 17 17 15 15 Las Vegas 8 6 8 8 9 Orlando 7 11 6 7 5 New Orleans l^ 3 7 2 3 Disney World 3 3 2 1 6 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 85 - TABLE 38 TRAVEL PHILOSOPHY SEGMENTS MEDIA READERSHIP TRAVEL PHILOSOPHY SEGMENT Budget Bu dget Luxury Premium Package Independent Guarded Package Total traveler traveler traveler traveler Total respondents (100%) 1200 298 315 370 215 % % % % % Top 5 daily newspapers Jornal Do Brasil 35 37 @ 28 2^ O Globo 35 39 37 36 25 O Estado de Sao Paulo 28 26 20 30 @ Folha de Sao Paulo 27 27 23 30 30 Jornal da Tarde 9 8 10 7 13 Top 2 newspaper supplements Revista de Domingo *0 kit ^ 32 25 Touring Supplement 50 53 60 H\ 'f5 Top 5 weekly magazines Veja 65 68 69 61 Gk Manchete 28 29 27 28 30 Isto E/Senhor 12 12 13 12 8 Visao 9 9 9 11 9 Exame * 5 * 5 3 Top 5 monthly magazines Claudia 31 36 2^ 28 39 Quatro Rodas 26 2^ 25 23 35 Nova 16 20 9 17 W Desfile 15 15 17 12 15 Turismo 6 'f 5 7 7 Vogue 6 7 6 6 1* Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 86 - 6. BENEFIT SEGMENTATION 6.1 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, increasing knowledge (3.7), experiencing new and different lifestyles (3.5), seeing as much as possible in the time available (3.5), traveling through places important in history (3.^^), and trying new foods (3.2). A hedonistic attitude was also suggested by the importance given to indulging in luxury (3.6), having fun/being entertained (3.5), and being free to act the way I feel (3.^*). Other important benefits were escaping from the ordinary (3.^^) and being physically active (3 A). Not surprisingly considering the above, of distinctly low importance were roughing it (1.7) and doing nothing at all (1.9). (Reference: Table 39) Pleasure Travel Markets to North America - Brazil 1988 - 87 - 6.2 Segments A total of four benefit segments were identified in the analysis. HGURE7 BENEFIT SEGMENTS EXPERIENCES (15%) • SOCIAL SAFETY (23%) SPORTS ADVENTURE (36%) NOTHING SPECIAL (26%) Based on total sample of 1,200 respondents The following descriptions indicate the ways in which each group is different from the average: Social Safety traveler (23%) - Travelers in this group have a strong social orientation in terms of the benefits they seek. They like to visit friends, relatives and places their family came from, and they enjoy being together as a family. At the same time, they have a conservative outlook on travel. They prefer to travel to places where they feel safe and secure, and to feel at home away from home. They are generally not interested in adventure and physical activity. Pleasure Travel Markets to North America - Brazil 1988 88 Nothing Special traveler (26%) People in this segment did not identify any benefit in which they were particularly interested. Basically, this group was average in the importance it assigned to the various benefit items, except for the relatively lower importance it placed on a number of them. This group is generally not interested in the status value of travel (going places friends have not been, or talking about the trip after I return). Friends and family are also unimportant, as are sports activities. Otherwise, travelers in this group are interested in "nothing special". Sports Adventure traveler (36%) Experiences traveler (15%) This group of respondents is looking for physical activities with which to challenge themselves. Their main interest is in participating in sports, but they also want to go to places their friends have not been. They are not afraid to rough it, and being daring and adventuresome is one of their motivating factors. Occasionally taking a break is also of importance, whether it just be watching sporting events or even doing nothing at all. - These travelers are mainly interested in the experiences that are offered by the opportunity to travel. These range from being daring and adventuresome to simply experiencing a foreign destination. The experiences might be more personal in nature (rediscovering myself, being free to act the way I feel, experiencing new and different lifestyles). There might be a status motivation involved (talking about the trip after I return, going places friends have not been). Just getting a change is also involved e.g. getting away from the demands of home, escaping from the ordinary. Family and friends, however, are definitely not part of the picture. (Reference: Table W) Pleasure Travel Markets to North America - Brazil 1988 - 89 - 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 82% 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. The overall structure of the map is influenced by the Nothing Special group which is not strongly associated with any particular attributes. All of the attributes are therefore crowded into the right side of the map, in many cases their position determined more by a negative association with the Nothing Special group than by a positive association with the remaining groups. Both the Sports Adventure and the Experiences groups are associated with such attributes as "going places friends have not been" and "participating in sports". The Experiences group, however, is more interested in being daring and adventuresome, getting away from the demands of home, and a variety of different experiences. It is also very strongly dissociated with family related attributes. On the other hand, the Sports Adventure group is not strongly negative on any attributes, and occupies a more central postion on the map. The Social Safety group is located in the upper part of the map, which is strongly associated with attributes relating to friends and family, and strongly dissociated with the adventure and excitement attributes. (Reference: Figure 8) Pleasure Travel Markets to North America - Brazil 1988 - 90 - QO H o H pi; o < o lU Q. w i< X H o Pleasure Travel Markets to North America - Brazil 1988 - 91 - 6.3 Segment profiles The following characteristics disproportionately describe each segment: Social Safety traveler - More likely than average to be: - female - older (45 years or more) - married - a homemaker - primary school educated - More likely than average to have: - taken fewer pleasure trips of 4 nights or more in the past 3 years - traveled outside of South America in the past 3 years - visited Europe in the past three years - taken a trip to visit friends and relatives - traveled with a spouse/girl friend/boy friend, or children - used a travel agent as a source of planning information - had fewer people in their travel party - traveled by private car within the U.S. - More likely than average to be interested in: - visiting Europe - visiting George Washington Country in the U.S. - More likely than average to read O Globo , Manchete , Claudia and Desfile Nothing Special traveler - More likely than average to be: - in a profesional/technical occupation - living in Rio de Janeiro - university educated - higher income - More likley than average to have: - traveled in fall (Brazilian spring) - traveled with friends who were not boy or girl friends - used newspaper/magazine articles or brochures/pamphlets as sources of planning information - booked their flight directly with the airline and their accommodation directly with the hotel - More likely than average to be interested in: - visiting California, the Pacific census division, San Francisco and Los Angeles in the U.S. Pleasure Travel Markets to North America - Brazil 1988 - 92 - - More likely than average to read Jornal do Brasil , Revista de Domingo , Touring Supplement , and Isto E/Senhor Sports Adventure traveler - More likely than average to be: - male - a student - living in Sao Paulo - More likely than average to have: - used friends/family as a source of planning information - booked their trip closer to departure - More likely than average to be interested in: - visiting the South Atlantic census division in the U.S. - More likely than average to read Folha de Sao Paulo Experiences traveler - More likely than average to be: - 18-34 years old - single - employed in a clerical/sales occupation, or to be a student - single with children - living with children - More likely than average to have: - taken a trip of more nights duration - traveled in winter or spring (Brazilian summer or fall) - taken a vacation trip within Brazil in the past 3 years - visited the U.S. mainland - taken a touring trip - traveled alone - used newspaper/magazine articles in planning their trip - decided on their destination closer to departure - traveled by plane, private car, and boat within the U.S. - More likely than average to be interested in: - visiting Texas and the West South Central census division in the U.S. - More likely than average to read Quatro Rodas (Reference: Tables i^[ to ii-5) Pleasure Travel Markets to North America - Brazil 1988 - 93 - 6 A Implications Experiences travelers were the group showing the highest existing levels of travel to the mainland U.S., and they should therefore be regarded as the most promising segment overall. This is a young and single group which frequently travels alone. The free lifestyle of North America, along with its many opportunities for different experiences, should be promoted to this group. For the Sports Adventure group. North America should be positioned as a destination where it is possible to find the sports and physical activities, as well as the sense of adventure that this segment is looking for. Given this group's willingness to "rough it", the ample sports and outdoors opportunities in both Canada and the U.S. (ranging from golf and tennis to white water rafting and mountain climbing) would be well suited to their needs. The two remaining segments do not really present specific marketing opportunities. The Nothing Special group is basically typical of Brazilian long haul travelers (apart from a number of benefits that they are less interested in). It is therefore reflected in the results presented in Table 39. Any strategy aimed towards this group would therefore extend to the general market as well, and vice versa. The other segment, Social Safety , is an older female group more likely than average to travel to visit friends and relatives. It is therefore another difficult group to market towards. In other words, any travel decisions would be influenced by where their friends and relatives are actually located, a situation over which a marketer would have little influence. Furthermore, it is the group with the lowest levels of actual travel to the U.S. Pleasure Travel Markets to North America - Brazil 1988 - Sk - TABLE 39 IMPORTANCE OF BENEFIT STATEMENTS - MEAN SCORES (Maximum possible = i^.O, minimum possible = 1.0) Total Total respondents 1200 Learning new things, increasing knowledge 3.7 Indulging in luxury 3,6 Experiencing new and different lifestyles 3.5 Seeing as much as possible in the time available 3.5 Having fun/being entertained 3.5 Being free to act the way I feel 3 A Escaping from the ordinary 3.4 Traveling through places important in history 3 A Being physically active 3 A Trying new foods 3.2 Meeting people with similar interests 3.2 Feeling at home away from home 3.2 Getting a change from a busy job 3.1 Traveling to places feel safe and secure 3.1 Rediscovering myself 3.1 Talking about the trip after I return home 3.1 Experiencing a simpler lifestyle 3.0 Being together as a family 3.0 Visiting friends and relatives 3.0 Seeing and experiencing a foreign destination 3.0 Finding thrills and excitement 2.9 Getting away from the demands of home 2.9 Reliving past good times 2.9 Visiting places family came from 2.9 Being daring and adventuresome 2.8 Watching sports events 2.5 Participating in sports 2 A Going places friends haven't been 2 A Doing nothing at all 1 .9 Roughing it 1.7 Pleasure Travel Markets to North America - Brazil 1988 - 95 - TABLE t^o TRAVEL BENEFIT SEGMENTS Deviation from overall statement mean SOCIAL SAFETY (23%) Visiting friends and relatives +0.7 Visiting places my family came from +0.7 Being together as a family +0 .5 Traveling through places feel safe and secure +0.^^ Feeling at home away from home +0.3 Reliving past good times +0.3 Talking about trip after I return +0.3 Getting away from the demands of home -0.3 Roughing it -0.4 Watching sports events -0.5 Participating in sports -0.7 Finding thrills and excitement -0.7 Being daring and adventuresome -0.7 NOTHING SPECIAL (26%) Experiencing a simpler lifestyle -O.ii Reliving past good times -O.^i Meeting people with similar interests -O.'f Visiting friends and relatives -0.5 Feeling at home away from home -0.5 Visiting places my family came from -0.6 Safety and security in destination -0.6 Participating in sports -0.6 Watching sporting events -0.7 Being together as a family -0.7 Talking about trip after I return -0.7 Going places friends have not been -0.8 SPORTS ADVENTURE (36%) Participating in sports +0.8 Watching sporting events +0.7 Going places friends have not been +0 .5 Doing nothing at all +0.^^ Visiting places family came from +0.3 Roughing it +0.3 Being daring and adventuresome +0.3 Increasing knowledge, learning new things -0.2 Pleasure Travel Markets to North America - Brazil 1988 - 96 - TABLE 40 (cont'd) TRAVEL BENEFIT SEGMENTS Deviation from overall statement mean EXPERIENCES (15%) Being daring and adventuresome +0.5 Talking about trip after I return +0.'f Going places friends have not been +0 A Experiencing a foreign destination +0A Rediscovering myself +0.3 Watching sporting events +0.3 Traveling through places feel safe and secure +0.3 Getting away from the demands of home +0.3 Escaping from the ordinary +0.3 Trying new foods +0.3 Being free to act the way I feel +0.3 Experiencing new and different lifestyles +0.3 Seeing as much as possible in the time available +0.3 Roughing it -0.3 Reliving past good times -0.5 Doing nothing at all -0.7 Visiting places my family came from -0.9 Visiting friends and relatives -0.9 Pleasure Travel Markets to North America - Brazil 1988 - 97 - TABLE ifl BENEFIT SEGMENTS - DEMOGRAPHICS BENEFIT SEGMENT Total respondents (100%) Sex Age Male Female 18-2^ years 25 - 3^^ years 35 - ^if- years U5 - 51^ years 55 - 64 years 65 years or over Marital status Single Married Living together Divorced/ separated/ widowed Occupation Owner Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Student Retired Homemaker City Other Sao Paulo Rio de Janeiro Total 1200 50 50 20 28 21 15 12 5 35 56 * 9 11 5 28 13 5 » 10 6 20 50 50 Social Safety 272 % 3J 7 14 23 10 (7J) * 13 Nothing Special 315 51 49 17 37 28 9 7 3 38 53 * 10 Sports Adventure 427 % 41 27 27 17 15 10 5 40 53 14 4 23 15 17 2 Experi- ences 175 50 50 26 12 7 1 ® 45 8 46 54 53 47 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 98 - TABLE It I (cont'd) BENEFIT SEGMENTS - DEMOGRAPHICS BENEFIT SEGMENT Total respondents (100%) Education Primary/junior school High school University Post graduate 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 yeiars or over Whether any children under 18 years in household Yes No Household income (in minimum wages) 15 or less 16- 25 26- 35 36 or more Refused Social Total Safety 1200 272 % % 12 © 30 32 50 37 9 8 k * 15 20 15 12 36 38 30 51 *5 2.9 Nothing Sports Experi- Special Adventure ences 26 48 48 2.8 315 3 A 61 16 7 17 12 38 26 7 50 43 2.8 ^27 12 32 51 5 3 15 18 32 33 3 50 47 3.1 175 11 36 45 9 30 3.0 51 48 50 50 59 49 52 50 50 41 27 30 22 28 26 27 23 ^ 31 23 15 13 18 16 10 17 13 23 14 18 15 21 10 11 23 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 99 - TABLE ^2 BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Social Nothing Sports Experi- Total Safety Special Adventure ences Total respondents (100%) 1200 272 315 427 175 % % % % % Mean no. of 4+ nisfit pleasure /^ trips in past 3 years 6.0 © 6.'^ 6.1 6.7 Destinations visited in past 3 years* * Short haul - Brazil 56 41 63 53 © - Rest of South ^•^f^ America 17 1^^ 18 18 19 Long haul - Outside of jii~<«,. South America 76 ® 78 72 70 Destinations visited on two most recent long haul trips*** Europe 52 ® 511- 48 42 Mainland U.S. (including Alaska) *3 38 43 46 ® Canada 7 6 7 7 K^ Central America 3 4 3 1 1 Africa 2 1 2 1 3 Asia 2 1 3 2 3 Mexico 2 2 3 2 4 Near/Middle East 2 3 2 2 1 Hawaii/Guam/Samoa 1 * 2 - 1 West Indies/Caribbean 1 1 2 1 2 Other South Pacific * - 1 - . Australia/New Zealand » - - 1 - * Less than 0.5% ** Based on 792 respondents who had actually taken at least one such trip *** Based on 813 such trips taken by respondents Note: Circled numbers represent those referred to in the main text I Pleasure Travel Markets to North America - Brazil 1988 - 100 - TABLE k2 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Social Nothing Sports Experi- Total Safety Special Adventure ences Total respondents (100%) 1200 271 3H ^29 175 % % % % % One long haul destination most like to visit Europe 56 @ 5^ 5k 51 Mainland U.S. (including Alaska) 15 13 16 15 16 Asia 9 5 12 10 10 Canada 6 6 6 6 6 Australia/New Zealand 3 2 ^ if 3 Africa 3 3 2 3 5 West Indies/Caribbean 2 * 2 3 2 Near/Middle East 2 3 2 2 2 Hawaii/Guam/Samoa 2 1 2 2 3 Mexico 1 1 * 1 3 Note: Circled numbers represent those referred to in the main text * Less than 0.5% Pleasure Travel Markets to North America - Brazil 1988 101 - TABLE it2 (cont'd) BENEFIT SEGMENTS ; - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Social Nothing Sports Experi- Total Safety Special Adventure ences Total respondents took long haul trip (100%) 60^ 166 187 181 69 % % % % % Mean no. of nights /''~\ away on trip IH.2 35.6 37.2 t^5.0 #5 Season trip was taken v_/ December to February 17 12 15 18 @ March to May l'^ 12 14 12 Z2 June to August t^t^ i*% M 49 30 September to November 25 28 ® 21 16 Type of trip (Two most recent)** Touring trip *9 kk i^9 49 ® Visit friends and relatives 2l^ @ 15 24 D Combined business and pleasure 19 13 2tt 19 22 City t^ 1 7 3 5 Exhibition, special event or theme park * 3 3 5 4 Resort * » 1 - - Outdoor trip * - * - - Cruise * - 1 - - People traveled with Wife/husband/ girl friend/boy friend ttO @ 40 40 25 Traveled alone 29 21 30 31 @ Other relatives 17 21 14 16 16 Child(ren) 13 ^ (§ 14 6 Friends 10 6 10 Organized group/club/etc. 5 3 3 7 6 Father/mother 5 5 5 4 6 Business associates/colleagues k 2 6 4 6 Mean no. of people in travel party 2.9 3.0 2.9 3.0 2.8 Mean no. of children under 18 in travel party 0.9 0.8 0.7 1.0 1.0 * Less than 0.5% ** Based on 813 analyzed trips Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 102 TABLE it2 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Social Nothing Sports Experi- Total Safety Special Adventure ences Total respondents took long haul trip (100%) 60^ 166 187 181 69 % % % % % Sources of information used in planning Friends/family 61 5X 57 @ 64 Travel agent 39 @ 38 36 36 Tour operator/company 28 29 21 28 26 Newspaper/magazine article 17 13 23 11 © Brochures/ pamphlets 16 12 ^ 7 22 Airline 15 15 1^ 12 10 Embassy/consulate S It lefore leaving - trip was booked Vz month or less Over Vi month to 1 month Over 1 month to 2 months Over 2 months to 3 months Over 3 months Total trips to U.S. taken by respondents (100%) Mode of transportation used within the U.S. Plane Rented car Public transportation (within cities) Private car Bus (between cities) Boat Train Camper or RV Social Nothing Sports Experi- Total Safety Special Adventure ences 60^ 166 187 181 69 % % % % % ^8 46 kk 51 (^ 17 15 17 18 16 S 6 9 8 12 5 5 6 4 i^ 2 5 2 - - 11 11 12 9 10 10 12 11 9 4 39 38 11 6 6 352 % 5\ 49 42 28 23 13 12 2 33 42 13 6 7 85 39 36 @ 37 41 39 10 9 12 6 7 3 8 3 6 14 105 47 % % % 51 53 46 52 51 47 46 45 30 15 ® 22 13 10 22 13 11 ^ 2 2 4 + Note: Small base Note: Circled numbers represent those referred to in the main text I Pleasure Travel Markets to North America - Brazil 1988 - 104 - TABLE 42 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Social Nothing Sports Experi- Total Safety Special Adventure ences Total trips to Canada taken by respondents (100%) 52 13+ 17+ 16+ 6+ % % % % % Mode of transportation used within Canada Public transportation (within cities) 42 46 24 50 67 Bus (between cities) 39 39 24 44 67 Plane 35 31 24 50 33 Private car 29 31 41 25 - Rented car 23 - 24 38 33 Train 12 S 12 19 _ Camper or RV 2 - - - 17 Boat - - _ _ _ + Note: Small base Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 105 - TABLE if3 BENEFIT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA BENEFIT SEGMENT Social Nothing Sports Experi- Total Safety Special Adventure ences Total respondents (100%) 1200 272 315 429 175 - % % % % % Provinces and Territories Newfoundland/Labrador 17 18 11 18 22 P.E.I. 2 2 2 2 1 Nova Scotia li- 2 3 6 6 New Brunswick 2 1 2 2 1 Quebec 87 86 87 87 87 Ontario 71 66 78 70 69 Manitoba 7 9 5 7 8 Saskatchewan t^ 5 4 4 6 Alberta 9 8 9 9 10 British Columbia 27 26 28 25 31 Yukon k 2 5 4 3 Northwest Territories 3 14 2 3 3 Specific Destinations Montreal 64 63 61 67 64 Quebec City 51 57 55 46 48 Toronto 37 28 41 41 35 Ottawa 17 17 20 18 12 Niagara Falls 14 17 18 12 10 Vancouver 13 11 14 13 16 Vancouver Island k 4 5 3 6 Queen Charlotte Islands k 5 3 3 8 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 106 - TABLE kit BENEFIT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. BENEFIT SEGMENT Social Nothing Sports Experi- Total Safety Special Adventure ences Total respondents (100%) 1200 272 315 429 175 % % % % % Top States California 62 60 @ 59 54 New York 57 57 63 50 62 Florida 30 51 ^5 54 47 Texas 17 1^ 12 19 (23) Washington D.C. 15 18 9 18 16 Nevada 12 10 10 12 16 Arizona 7 7 7 8 7 Louisiana 5 tt 8 3 3 Colorado 5 6 4 5 6 Hawaii 5 2 7 4 6 Pennsylvania 5 9 3 5 5 Illinois tt 3 6 2 3 Massachusetts 3 3 4 1 3 8 Travel Regions Travel South 59 59 56 63 54 Visit U.S. West 7it 70 79 72 73 New England k 5 6 2 3 Old West Trail Foundation 3 3 4 2 3 America's Heartland 8 6 11 8 7 Foremost West 16 17 \H 16 19 George Washington Country 21 @ 13 24 21 Great Lakes 8 X^ 9 6 9 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 107 - TABLE t^t^ (cont'd) BENEFIT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. BENEFIT SEGMENT Social Nothing Sports Experi- Total Safety Special Adventure ences Total respondents (100%) 1200 272 315 429 175 % % % ) % % 1 1 Census Divisions West North Central 4 3 3 4 5 East South Central 3 * 3 3 3 New England * 5 6 2 3 Middle Atlantic 61 63 65 54 65 Middle Atlantic (excluding N.Y.) 6 10 ^f 6 6 East North Central 7 7 9 (70) 8 South Atlantic 63 67 53 61 South Atlantic (excluding Florida) 20 23 13 25 19 West South Central 22 18 20 24 ^^ Mountain 27 26 25 28 53 Pacific 65 63 @ 5 63 57 Pacific (excluding California) 5 6 6 3 Pacific Islands 5 2 7 4 . 6 Atlantic Islands * - * * 1 Specific Destinations New York City 50 51 55 43 55 Miami 25 27 A 26 25 San Francisco 16 13 [fJ 14 10 Los Angeles 16 13 2^ 15 11 Las Vegas 8 6 7 8 10 Orlando 7 7 8 7 6 New Orleans 4 3 7 2 3 Disney World 3 It 4 1 2 Chicago 3 3 5 2 3 Dallas 2 3 1 2 6 Note: Circled nunnbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 I - 108 - TABLE k5 BENEFIT SEGMENTS - MEDIA READERSHIP BENEFIT SEGMENT Total respondents (100%) Top 5 daily newspapers Jornal Do Brasil O Globo O Estado de Sao Paulo Folha de Sao Paulo Jornal da Tarde Top 2 newspaper supplements Revista de Domingo Touring Supplement Top 5 weekly magazines Veja Manchete Isto E/Senhor Visao Exame Top 5 monthly magazines Claudia Quatro Rodas Nova Desfile Turismo Vogue Total 1200 % 35 35 28 27 9 40 50 65 28 12 9 if- 31 26 16 15 6 6 Social Safety 272 39 54 Nothing Sports Special Adventure 315 65 71 23 ® 6 6 25 25 18 12 8 429 % 27 38 63 28 9 11 4 30 26 17 11 7 4 Experi- ences 175 % 38 30 31 27 10 40 47 65 30 13 9 2 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 109 - 7. PRODUCT SEGMENTS 7.1 Overview This analysis was conducted based on the importance ratings given to a list of 52 activities, features and amenities that might be found at a vacation destination. According to respondents overall, the most important product item offered by a vacation is the opportunity to increase knowledge (3.7). Other important items which might have been related to this included culture different from my own (3.^), historic old cities (3.3), and museums and art galleries (3.3). Generally speaking, comfort, cleanliness and safety were also important product needs as high ratings were given to hygiene and cleanliness (3.7), interesting and friendly local people (3.6), environmental quality of the air, water and soil (3.6), personal safety (3.6), and warm welcome for tourists (3.6). The outdoors were of interest based on the high ratings given to outstanding scenery (3.6), wide open spaces (3.3), lakes and rivers (3.3), and national parks and forests (3.2). Sports activities tended to be among the items rated as least important e.g. hunting (2.0), golf and tennis (2.0), fishing (2.2), and snow skiing (2.3). (Reference: Table 46) Pleasure Travel Markets to North America - Brazil 1988 - no - 7.2 Segments The analysis yielded six different product segments: nGURE9 PRODUCT SEGMENTS fflGH ROLLER (13%) SPORTS AND ENTERTAINMENT (25%) CULTURE AND COMFORT (13%) OUTDOOR SPORTS (19%) CULTURE AND NATURE (17%) BUDGET SERVICES (13%) Based on total sample of 1,200 respondents The following comparative descriptions illustrate how each group is different from the average. Outdoor Sports traveler (19%) Culture and Nature traveler (17%) This segment showed a "woodsman" flavour based on their interest in sports like fishing and hunting, as well as in campgrounds, trailer parks, and wilderness and undisturbed nature. They also enjoy water sports. In addition, this segment has an element of budget consciousness based on their interest in inexpensive restaurants and budget accommodation. Travelers in this segment are interested in a number of culture related product items such as unique and different cultural groups, historical, archeological or military sites, museums and art galleries, local crafts and handiwork, and Pleasure Travel Markets to North America - Brazil 1988 - Ill - Budget Services traveler (13%) Culture and Comfort travelers (13%) Sports and Entertainment traveler (25%) High Roller traveler (13%) interesting small towns and villages. At the same time, they have an interest in nature including such items as hiking and climbing, wilderness and undisturbed nature, wildlife and birds, and national parks and forests. Not surprisingly, these travelers do not prefer product items derived from big city or resort travel such as first class hotels, casinos and gambling, high quality restaurants, and nightlife and entertainment. Quite simply these respondents are interested in budget food, accommodation and travel. This is a segment that has not appeared in any of the European or Asian countries in which this survey was conducted previously, and may be a result of the economic circumstances in Brazil. The culture aspect of this group is reflected in their preference for museums and art galleries, historic old cities, and live theatre and concerts. The comfort aspect is reflected in their preference for first class hotels and high quality restaurants, and their disdain for inexpensive restaurants and budget accommodation. They also do not like to take part in sports activities on their vacation, especially those sports done in a nature setting. This segment gave comparatively high ratings to a number of sports related activities such as golf and tennis, water sports, fishing, hunting, and snow skiing. As well, the ratings showed that entertainment is also a high priority for this segment. Casinos and gambling, spectator sporting events, and nightlife and entertainment are examples of this. Cruises and resort areas are also popular with this group, perhaps for the sports and entertainment activities they offer. This segment is similar to the Sports and Entertainment group in their preference for nightlife and entertainment facilities, and casinos and gambling. What distinguishes them, however, is that they are not attracted to sports. Instead, they are more likely to want the luxuries of first class hotels, high quality restaurants, and shopping. There is accordingly a definite "money" aspect to go along with the entertainment element. Cultural and outdoors activities hold little interest for them. (Reference: Table 47) V Pleasure Travel Markets to North America - Brazil 1988 - 112 - 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 S^% 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. The right side of the map is occupied by the Sports and Entertainment group. This group has a strong association with the sports attributes at the right of the map, and is also associated with the attributes defining High Rollers e.g. casinos and gambling, nightlife and entertainment, first class hotels, and high quality restaurants. The Culture and Nature group is located towards the top of the map together with a cluster of attributes relating to culture (local crafts and handiwork, historical sites, unique cultural groups, etc.) and nature (national parks and forests, outdoor activities, etc.). The Culture and Comfort group is mid way between these culture attributes and the comfort of first class hotels, etc. at the lower right. They are also strongly negative on sports. The Budget Services group, similar to the Nothing Special group in Figure 2, is positioned mainly as a result of its dissociation with most product attributes. The Outdoor Sports group is positioned near the centre of the map due to its relatively few deviations from the overall mean, but is located in the direction of the outdoors and sports attributes. (Reference: Figure 10) Pleasure Travel Markets to North America - Brazil 1988 - 113 - in H H U ;^ Q o Oh H O H ^; p^ u C/3 Pleasure Travel Markets to North America - Brazil 1988 - 114 - 7.3 Segment profiles The following characteristics disproportionately describe each product segment: Outdoor Sports traveler - More likely than average to be: - male - young (18-3^^ years) - single - a student - lower income - More likely than average to have: - taken a trip of more nights duration - taken a trip to visit friends and relatives or to combine business and pleasure - traveled alone - booked through an airline Culture and Nature traveler - More likely than average to be: - in a professional/technical occupation n - a post graduate - More likely than average to have: - visited Europe in the past 3 years - taken a trip of more nights duration - traveled with fewer children in their travel party - used a travel agent, newspaper/magazine articles, brochures/pamphlets, books/library and embassy/consulate as sources of planning information - taken an independent (non-package) trip - booked accommodation directly with the hotel or airline - traveled by public transportation or private car within the U.S. - More likely than average to be interested in: - visiting Canada - visiting Old West Trail Foundation, Foremost West and Great Lakes Travel Regions and the East North Central census division in the U.S. - More likely than average to read Jornal do Brasil Pleasure Travel Markets to North America - Brazil 1988 - 115 - Budget Services traveler - More likely than average to be: - female - 55-6^ years - divorced/separated/widowed - a homemaker - living in Rio de Janeiro - less educated - living with one adult - More likely than average to have: - taken fewer vacation trips in the past 3 years - traveled outside South America in the past 3 years - visited Europe in the past 3 years - taken a trip to visit friends and relatives - used a tour operator/company as a source of planning information - traveled by boat within the U.S. - More likely than average to be interested in: - visiting Europe - visiting Niagara Falls in Canada - visiting New York City in the Middle Atlantic census division Culture and Comfort traveler - More likely than average to be: - female - older (55 years or over) - married - a homemaker - living in a household with fewer adults - higher income - More likely than average to have: - visited a South American destination outside of Brazil in the past 3 years - taken a vacation trip of fewer nights duration - traveled in spring (i.e. Brazilian fall) - traveled with a spouse/ girl/boy friend - had a larger travel party size, although with fewer children - used brochures/pamphlets in planning their trip - booked with a travel agent - decided on their destination longer in advance - traveled by plane and rented car within the U.S. Pleasure Travel Markets to North America - Brazil 1988 - 116 - - More likely than average to be interested in: - visiting Europe - visiting Washington D.C., George Washington Country and the Middle and South Atlantic census divisions excluding New York and Florida - visiting San Francisco in the U.S. - More likely than average to read Veja, Claudia , and Desfile Sports and Entertainment traveler - More likely than average to be: - 18-24 years - single - a student - living in Sao Paulo - living in a household with more adults - More likely than average to have: - visited Canada in the past 3 years - taken a touring trip - traveled alone - used friends and family as a source of planning information - traveled on an all-inclusive guided tour - decided on their destination and booked their trip closer to their time of departure - More likely than average to read Folha de Sao Paulo High Roller traveler - More likely than average to be: - 35-^^4 years - living in Rio de Janeiro - higher income - More likely than average to have: - taken more vacation trips in the past 3 years - visited the U.S. mainland - taken a trip of fewer nights duration - had more people in their travel party - taken a city trip - taken fewer independent trips - traveled by train within the U.S. - More likely than average to be interested in: - visiting the U.S. mainland, particularly Miami and Los Angeles - More likely than average to read O Globo , Manchete and Quatro Rodas (Reference: Tables 48 to 52) Pleasure Travel Markets to North America - Brazil 1988 117 TABLE »9 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS sjT PRODUCT SEGMEI Culture Culture Sports (Sc Outdoor Sc Budget & 1 Entertain- High Total Sports Nature Services Comfort ment Roller Total respondents took long haul trip (100%) 604 103 98 93 102 116 89 % % % % % % % Number of months before leaving - decided on destination 1 month or less 48 54 38 42 41 58 49 Over 1 month to 2 months 17 17 14 15 17 22 12 Over 2 months to 3 months 8 6 13 7 6 7 10 Over 3 months to If- months 5 4 3 8 5 2 9 Over 4 months to 5 months 2 2 3 8 - 1 - Over 3 months to 6 months 11 12 19 10 13 4 9 Over 6 months 10 6 9 11 19 6 10 Number of months before leaving - trip was booked ^2 month or less 39 46 35 28 30 53 42 Over Vi month to 1 month 38 38 42 47 39 29 34 Over 1 month to 2 months 1 1 7 11 12 15 10 9 Over 2 months to 3 months 6 6 3 5 8 5 10 Over 3 months 6 4 9 8 8 3 6 Total trips to U.S. taken by respondents (100%) 352 53 45 53 63 59 78 % % % % % % % Mode of transportation used within the U.S. Plane 51 55 56 42 65 41 49 Rented car 49 51 36 47 59 49 50 Public transportation (within cities) 42 45 51 45 35 32 45 Private car 28 28 44 32 30 15 26 Bus (between cities) 23 28 16 21 24 20 27 Boat 13 13 - 21 16 14 13 Train 12 4 13 9 6 12 24 Camper or RV 2 4 2 - - 7 - Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 118 - 7 A 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 represented as follows: Travel philosophy Benefit Outdoor Sports No particular segment Sports Adventure Culture and Nature Budget Independent Nothing Special Budget Services Budget Independent Social Safety Culture and Comfort No particular segment Social Safety Sports and Entertainment Luxury Guarded Sports Adventure High Roller No particular segment No particular segment (Reference: Table 53) Pleasure Travel Markets to North America - Brazil 1988 - 119 - 7.5 Implications The marketing implications for each of the six product segments are discussed below in turn. Outdoor Sports - This is a young, male and single group that is interested in Sports Adventure as a benefit and Outdoor Sports as a product. Both Canada and the U.S. offer considerable natural and wilderness opportunities to participate in the sports enjoyed by this group. It should therefore be regarded as one of the more promising product segments. Culture and Nature Budget Services Despite the nature opportunities in North America, this group currently prefers to travel to Europe. It does have a somewhat higher than average interest in visiting Canada, though, and there is no reason that North America should not be a competitive destination with this group in the future. This is a better educated segment that does considerable research in planning their vacation destination. They are disproportionately more likely to use newspaper and magazine articles, brochures and pamphlets, and books and libraries as sources of planning information. Their Budget Independent orientation also suggests that value for money is a factor in their decision making. This is a promising segment for medium to long range development. This segment would have to be considered as a low priority for development. It is an older, female group more likely than average to travel to visit friends and relatives. They take fewer vacation trips and prefer Europe to North America as a destination, presumably because this is where their family and friends are located. Since they have no strongly identifiable travel interests (other than family or cost) this represents a difficult group to market towards. Culture and Comfort This is also an older and female group, but it is a higher income group more interested in travel (although still with somewhat of a Social Safety orientation). It would appear to be about average in terms of its actual and potential level of travel to North America. Any culture related marketing efforts to the Culture and Nature segment would have a cross appeal to this group as well. Pleasure Travel Markets to North America - Brazil 1988 - 120 - Sports and Entertainment - Although this group overlaps some of the interests of the Outdoor Sports group, it is a different segment in several important ways. It is interested in "resort" sports like golf, tennis and snow skiing as well as in wilderness sports like fishing and hunting. They are also interested in the entertainment facilities at their destination. As Luxury Guarded travelers, they look for first class hotels and high quality restaurants, preferably staying put in their destination rather than traveling from place to place. It is evident that this group is looking for well developed facilities at which they would be able to enjoy their vacation interests. High Roller - This is a higher income group with money, and willing to spend it on entertainment, hotels, restaurants and shopping. They are already the group most likely to have visited the U.S. mainland in the past 3 years, as well as the group most interested in visiting there in the future. It is therefore evident that the U.S. offers the fast track facilities needed to attract this segment. Pleasure Travel Markets to North America - Brazil 1988 - 121 - TABLE ^6 IMPORTANCE OF PRODUCT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents Opportunities to increase knowledge Hygiene and cleanliness Outstanding scenery Interesting and friendly local people Environmental quality of air, water and soil Personal safety Warm welcome for tourists Public transportation Culture different from own Inexpensive travel in destination Wide open spaces Lakes and rivers Historic old cities Museums and art galleries National parks and forests Reliable weather Local cuisine Manageable size to see Variety of short guided tours Local crafts Good shopping Warm, sunny climate Interesting smaller towns and villages Wildlife or birds Good beaches for swimming and sunning Seaside 1200 3 .7 3 .7 3 .6 3 .6 3 .6 3 .6 3 .6 3 .5 3, .^^ 3, .3 3, .3 3, .3 3, .3 3, .3 3. .2 3. .2 3. .2 3. .2 3. .2 3. ,2 3. ,2 3. ,2 3. ,1 3. ,1 3. 1 3. 1 Pleasure Travel Markets to North America - Brazil 1988 - 122 - TABLE ^6 (cont'd) IMPORTANCE OF PRODUCT STATEMENTS - MEAN SCORES (Maximum possible = t^.O, minimum possible = 1.0) Total respondents Inexpensive restaurants Historical, archeological, or military sites Live theatre and concerts Outdoor activities such as hiking, climbing Fast food restaurants Wilderness and nature Budget accommodation Local festivals Amusement or theme parks Exotic atmosphere Mountainous areas Resort areas Nightlife and entertainment Big modern cities Cruises of one or more nights Unique cultural groups (Eskimo, Amish, etc.) High quality restaurants Spectator sporting events First class hotels Water sports Campgrounds and trailer parks Snow skiing Casinos and gambling Good fishing Golf and tennis Good hunting Total 1200 3 • 1 3 • X 3 • 1 3 3 3 .0 3 .0 3 .0 3, .0 2, .9 2, .9 2, .9 2, .9 2, .9 2, .8 2. .7 2, .7 2, .7 2, .6 2. .f 2. .3 2. ,3 2. ,2 2. ,2 2. ,0 2. .0 Pleasure Travel Markets to North America - Brazil 1988 - 123 - TABLE 1^7 TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean OUTDOOR SPORTS (19%) Water sports +0.5 Fishing +0A Campgrounds and trailer parks +0.3 Hunting +0.3 Inexpensive restaurants +0.3 Budget accommodation +0.3 Wilderness and undisturbed nature +0.3 Historic old cities -0.2 High quality restaurants -0.2 Reliable weather -0.2 First class hotels -0.2 Museums and art galleries -0.2 CULTURE AND NATURE (17%) Unique and different cultural groups +0.5 Historical, archeological, or military sites +0.^^ Outdoor activities such as hiking and climbing +0.3 Wilderness and undisturbed nature +0.3 Museums and art galleries +0.3 Chance to see wildlife and birds +0.3 National parks and forests +0.3 Local crafts and handiwork +0.3 Interesting small towns and villages +0.3 Spectator sporting events -0.3 Warm, sunny climate -0.3 Beaches for swimming and sunning -0.3 Seaside -0.3 Hunting -0.3 Cruises of one or more nights -OA Shopping -OA Large modern cities -OA Water sports -0.5 Golf and tennis -0.5 Nightlife and entertainment -0.7 High quality restaurants -0.7 Casinos and gambling -0.8 First class hotels -0.8 Pleasure Travel Markets to North America - Brazil 1988 - 124 - TABLE 1+7 (cont'd) TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean BUDGET SERVICES (1^%) Inexpensive restaurants +0.5 Budget accommodation +0.^^ Inexpensive travel in destination +0.4 Cruises of one or more nights -OA Resort areas -OA Campgrounds and trailer parks -0.5 Live theatre and concerts -0.5 Unique and different cultural groups -0.6 High quality restaurants -0.6 Nightlife and entertainment -0.6 Spectator sporting events -0.7 Golf and tennis -0.7 Hunting -0.8 Snow skiing -0.8 Fishing -0.8 Casinos and gambling -0.8 First class hotels -0.8 Water sports -0.9 CULTURE AND COMFORT (14%) First class hotels +0.5 Museums and art galleries +0.4 Historic old cities +0.3 Live theatre and concerts +0.3 High quality restaurants +0.3 Spectator sporting events -0.4 Outdoor activities such as hiking and climbing -0.4 Snow skiing -0.4 Wilderness and undisturbed nature -0.4 Golf and tennis -0.4 Beaches for swimming and sunning -0.5 Inexpensive travel in destination -0.5 Hunting -0.6 Fishing -0.7 Campgrounds and trailer parks -0.7 Budget accommodation -0.8 Water sports -O.Z Inexpensive restaurants -O.S Pleasure Travel Markets to North America - Brazil 1988 - 125 - TABLE ^7 (cont'd) TRAVEL PRODUCT SEGMENTS Deviation from overall statement nnean SPORTS AND ENTERTAINMENT (25%) Golf and tennis +1.0 Water sports +0.9 Fishing +0.9 Hunting +0.9 Snow skiing +0.8 Casinos and gambling +0.8 Campgrounds and trailer parks +0.7 Spectator sporting events +0.7 Nightlife and entertainment +0.6 First class hotels +0.6 High quality restaurants +0.5 Unique and different cultural groups +0.5 Cruises of one or more nights +0.5 Resort areas +0.'f Beaches for sunning and swimming +0.'f Personal safety -0.1 Inexpensive travel in destination -0.1 V/arm welcome for tourists -0.1 Opportunity to increase knowledge -0.1 Standards of hygiene and cleanliness -0.2 HIGH ROLLER (13%) Nightlife and entertainment +0.5 Casinos and gambling +0.5 First class hotels +0.5 High quality restaurants +0.5 Shopping +0.3 Lakes and rivers -0.3 Historic old cities -0.3 Campgrounds and trailer parks -0.3 Hunting -0.3 Interesting small towns and villages -O.'f Live theatre and concerts -O.^f Fishing -0.^ Local festivals -O.^t- Mountainous areas -0.5 Wilderness and undisturbed nature -0.5 Local crafts and handiwork -0.6 Museums and art galleries -0.6 National parks and forests -0.6 Chance to see wildlife/ birds -0.6 Outdoor activities such as hiking and climbing -0.6 Historical, archeological, or military sites -0.7 Unique and different cultural groups -0.8 Pleasure Travel Markets to North America - Brazil 1988 - 126 - TABLE ^f8 PRODUCT SEGMENTS - DEMOGRAPHICS PRODUCT SEGMENT Total respondents (100%) Sex Male Fennale Total 1200 50 50 Age Citjr Other Sao Paulo Rio de Janeiro 50 50 Culture Outdoor & Sports Nature 221 @ 39 18 - 2^^ years 20 25 25 - 3^ years 28 i 35 - i+ti- years 21 ^5 - 5^ years 15 10 55 - 6k years 12 9 65 years or over 5 5 Marital status Single 35 (^ Married 56 Living together * - Divorced/ separated/ widowed 9 5 Occupation Owner 11 11 Manager/executive 5 if Professional/technical 28 29 Clerical/sales 13 15 Skilled worker 5 6 Unskilled worker * - Student 10 (13^ Retired 6 ^ Homemaker 20 1* 5^ 46 201 43 57 19 25 24 17 11 4 34 54 1 10 46 54 Culture Sports Sc Budget (5c Entertain- Services Comfort ment 161 % 9 29 20 16 @ 6 29 55 ® 10 4 27 12 7 1 4 8 38 (^ 161 % 38 35 @ @ 7 19 25 ^19^ 11 17 12 9 6 30 6 3 4 11 3: 44 56 298 % 56 44 30 19 12 8 3 14 4 22 17 5 17 1 High Roller 152 % 57 43 36 56 13 7 20 14 5 1 11 7 20 39 @ * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 127 TABLE ^8 (cont'd) PRODUCT SEGMENTS - DEMOGRAPHICS PRODUCT SEGMENT Culture Culture Sports & Outdoor & Budget & Entertain- High Total 1200 Sports 221 Nature 201 Services Comfort ment 298 Roller Total respondents (100%) 161 161 152 % % % % % % % Education Primary/junior school 12 13 11 (20) 10 10 10 High school 30 3^ 22 28 33 31 30 University 50 48 49 45 48 53 53 Post graduate 9 5 @ 8 9 7 8 Life cycle Living alone 11- if 7 3 6 3 3 Living with one adult 15 11 16 @ 17 14 14 Single with children 15 15 15 11 11 19 16 Couple with children 36 35 34 34 43 33 39 Other 30 Living arrangement Live alone Live with children Live without children Mean no. of adults 18 years or over Whether any children under 18 years in household Yes No Household income (in minimum wages) 15 or less 27 16 - 25 27 26 - 35 15 36 or more 17 Refused 15 34 27 32 23 31 34) 29 29 22 26 ^ 25 26 19 33 14 17 11 13 16 14 15 14 (2^ 16 28 4 4 7 3 6 3 3 51 50 49 45 53 53 55 45 46 44 52 41 44 42 2.9 3.1 2.8 2.8 Cs) (D) 2.9 51 50 49 45 53 53 55 49 50 51 55 47 k7 45 13 14 21 24 10 18 19 22 11 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 128 - TABLE »9 PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Culture Culture Sports & Outdoor & Budget & 1 Entertain- High I otal Sports Nature Services Comfort ment Roller Total respondents (100%) 1200 221 201 161 161 298 152 % % % % % % % Mean no. of 4+ night pleasure /'-^ Q trips in past 3 years 6.0 6.2 6.2 @ 5.9 5.5 Destinations visited in past 3 years* * Short haul - Brazil 56 52 63 55 53 56 55 - Rest of South America 17 20 18 7 @ 15 15 Long haul - Outside South America 76 76 74 @ 80 71 75 Destinations visited on two most recent long haul trips* * * Europe 52 50 @) @ 52 49 39 Mainland U.S. ^*-^^ X — y^ (including Alaska) ii3 40 34 41 45 @ Canada 7 2 5 9 7 3 Central America 3 k 2 3 2 1 4 Asia 2 3 4 1 1 3 3 Africa 2 2 2 4 1 1 - Near/Middle East 2 4 2 1 4 1 - Mexico 2 k 2 2 1 3 2 West Indies/Caribbean 1 1 2 - 1 2 1 Hawaii/Guam/Samoa 1 2 1 - 1 1 1 Other South Pacific * 1 _ - 1 - 1 Australia/New Zealand * 1 - - - 1 - * Less than 0.5% ** Based on 792 respondents who had actually taken at least one such trip *** Based on 813 such trips taken by respondents Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 129 - TABLE ^9 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS NT PRODUCT SEGME Culture Culture Sports & Outdoor & Budget «5c Entertain- High Total Sports Nature Services Comfort ment Roller Total respondents took long haul trip (100%) 60^ 103 98 93 102 116 89 % % % % % % % Mean no. of nights /^-^ ^— >. /—X ^^ away on trip ^1.2 ^ (^9.6) ^0.0 63J ^3.3 |3j) Season trip was taken ^^ — y ^-^ \^-/ V / December to February 17 15 22 17 11 19 18 March to May lit 11 13 \k ^ 10 11 June to August kii 52 kO k6 3/ ^1 ^8 September to October 25 22 25 23 28 31 23 Type of trip (Two most recent) Touring trip k9 33 k3 kk 57 @ kS Visit friends and J— «v ^— "^ relatives 2k ® 25 ® 21 18 Ik Combined business and -— ^ X— X pleasure 19 ® 20 19 15 15 ^A City H 2 5 2 1 k ® Exhibition, special event ^•^^ or theme park k 6 2 2 5 3 k Cruise * - - - 1 1 1 Resort * - - 1 - - 2 Outdoor trip * - - - - - - People traveled with Wife/husband/ girl X— ^ friend/boy friend kO 37 k2 36 @ 38 33 Traveled alone 29 (38) 25 29 tI (3^ 32 Other relatives 17 16 16 16 16 R 2k Child(ren) 13 1^ 5 20 1^ 15 9 Friends 10 5 13 13 16 6 8 Organized group/ club/etc. 5 5 k 3 6 5 5 Father/mother 5 2 8 7 4 * 6 Business associates/ colleagues k 6 3 ^ 5 3 6 Mean no. of people in travel party 2.9 2.8 2.5 2.9 © 2.7 © Mean no. of children under /— \ /'-N 18 in travel party 0.9 1.0 © 1.1 (0.6) 0.9 1.2 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 130 - TABLE if9 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Culture Culture Sports & Outdoor & Budget & 1 Entertain- High Total Sports Nature Services Comfort ment Roller Total respondents (100%) 1200 221 201 161 161 298 152 % % % % % % % One lonK haul destination most like to visit Europe 56 53 59 @ @ 50 52 Mainland U.S. (including Alaska) 15 17 9 10 16 17 ® Asia 9 11 (t) 6 10 11 8 Canada 6 6 6 3 6 3 Australia/New v-w^ Zealand 3 3 3 1 1 5 5 Africa 3 4 * 2 2 3 3 West Indies/Caribbean 2 2 1 1 1 3 2 Hawaii/Guanrj/Samoa 2 2 1 1 - * 3 Near/Middle East 2 1 ^ 2 2 2 2 Mexico 1 1 1 3 1 1 - Other South Pacific * - 1 1 1 - 1 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 131 - TABLE19 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total Total respondents took long haul trip (100%) Sources of information used 60^* in planning Friends/ family 61 Travel agent 39 Tour operator/company 28 Newspaper/magazine article 17 Brochures/ pamphlet's 16 Airline 15 Embassy/consulate S Advertisements 5 Books/library * Clubs/association 3 Goverment tourism office/board 1 Automobile Association * Trip package Independent 68 All-inclusive guided tour 1^ Flight and accommodation package only 14 Guided tour only 4 Where booked Travel agent n Airline 2^ Direct with hotel etc. 2k Tour company/holiday company 2 Culture Outdoor & Sports Nature Culture Sports & Budget «5c Entertain- Services Comfort ment 103 64 35 21 67 \k \k 6 98 % 29 15 2 72 So 38 93 % 58 37 70 11 16 3 15 23 22 102 % 51 kk 28 9 27 18 15 13 ,29j 15 {2% 17 17 10 (13] ) 5 9 6 3 3 3 (13) \ 2 4 4 1 2 67 18 11 5 116 % 67 13 78 23 18 High Roller 89 53 38 26 18 11 12 8 7 17 19 6 76 24 26 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 132 - TABLE ^9 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS sjT PRODUCT SEGMEI Culture Culture Sports & Outdoor & Budget (JC 1 Entertain- High Total Sports Nature Services Comfort ment Roller Total respondents took long haul trip (100%) 60^ 103 98 93 102 116 89 % % % % % % % Number of months before leaving - decided on destination 1 month or less ^8 5it 38 it2 'fl (5^ ^9 Over 1 month to 2 mor iths 17 17 1^ 15 17 ^ 12 Over 2 months to 3 >«^ months S 6 13 7 6 7 10 Over 3 months to ^ months 5 4 3 8 5 2 9 Over ^ months to 5 months 2 2 3 8 - 1 - Over 5 months to 6 months 11 12 19 10 13 ^ 9 Over 6 months 10 6 9 11 ® 6 10 Number of months before leaving - trip was booked K2 month or less 39 it6 35 28 30 Over Yi month to 1 month 38 38 ^2 tt7 39 Over 1 month to 2 months II 7 11 12 15 Over 2 months to 3 months 6 6 3 5 8 Over 3 months 6 ^^ 9 8 8 29 10 5 3 ^^2 3^* 9 10 6 Total trips to U.S. taken by respondents (100%) Mode of transportation used 352 % within the U.S. Plane 51 Rented car ^9 Public transportation (within cities) 42 Private car 28 Bus (between cities) 23 Boat 13 Train 12 Camper or RV 2 53 % 55 51 45 % 53 42 47 45 51 45 28 44! 32 28 t^ 21 13 4 13 ^ 4 2 - 63 % 59 % 41 49 32 15 20 14 12 7 78 49 50 45 26 27 13 ® Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 133 - TABLE Its (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Culture Culture Sports & Outdoor & Budget & Entertain- High 1 fotal Sports Nature Services Comfort ment Roller Total trips to Canada taken by respondents (100%) 52 3+ 7+ 12+ 10+ 14+ 6+ % % % % % % % Mode of transportation used within Canada Public transportation (within cities) ^2 33 29 58 10 64 33 Bus (between cities) 39 67 R 58 30 50 - Plane 35 33 1^ 33 50 36 33 Private car 29 33 57 17 liO 21 17 Rented car 23 - ^3 17 - 29 50 Train 12 - Ift 25 10 7 - Camper or RV 2 - - - - 7 - Boat - - - _ _ _ _ + Note: Small base Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 13^ - TABLE 50 PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA PRODUCT SEGMENT Culture Culture Sports & Outdoor & Budget & 1 Entertain- High Total Sports Nature Services Comfort ment Roller Total respondents (100%) 1200 221 201 161 161 298 152 % % % % % % % Provinces and Territories Newfoundland/ ' Labrador 17 16 18 19 10 20 17 P.E.I. 2 2 3 1 - 1 3 Nova Scotia ^ 6 it 3 2 5 5 New Brunswick 2 2 3 - - 2 2 Quebec 87 89 8'f 8«t 90 87 86 Ontario 71 70 71 73 77 67 72 Manitoba 7 6 7 3 11 7 8 Saskatchewan It It 6 6 6 * 2 Alberta 9 10 9 8 8 11 6 British Columbia 27 28 26 30 27 25 25 Yukon it 5 7 1 3 3 2 Northwest Territories 3 4 4 2 3 3 3 Specific Destinations Montreal 6^ 68 59 6^ 68 63 64 Quebec City 51 ^6 'f7 'f7 57 52 62 Toronto 37 35 35 39 39 39 35 Ottawa 17 16 19 12 22 17 20 Niagara Falls 1^ 16 17 @ 11 11 13 Vancouver 13 U U ut 11 12 15 Vancouver Island ^ 5 4 6 4 It 3 Queen Charlotte Islands ^ 5 if 3 3 5 3 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 135 - TABLE 51 PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. PRODUCT SEGMENT Culture Culture Sports &: Outdoor & Budget ac 1 Entertain- High Total Sports Nature Services Comfort ment Roller Total respondents (100%) 1200 221 201 161 161 298 152 % % % % % % % Top States California 62 62 63 67 58 58 65 New York 51 53 55 @ 60 53 57 Florida 50 k') k\ 50 50 52 (58) Texas 17 19 17 I't M 19 n Washington D.C. 15 17 12 11 ^ 1^ 13 Nevada 12 12 7 U 13 13 Arizona 7 5 10 8 4 10 5 Louisiana 5 * 5 6 6 3 * Colorado 5 8 6 3 2 6 5 Hawaii 5 7 5 <^ 3 3 5 Pennsylvania 5 k 6 5 8 5 3 Illinois ^ 3 * 2 6 4 2 Massachusetts 3 3 5 ^ 3 1 3 S Travel Regions Travel South 59 51 53 60 57 62 GH Visit U.S. West Ik 73 73 11 68 15 Ik New England k 5 6 6 k 2 3 Old West Trail Foundation 3 3 9 1 1 3 1 America's Heartland 8 8 8 9 8 9 Foremost West 16 18 (2T) U 8 19 13 George Washington @ Country 21 23 19 17 20 18 Great Lakes S 7 © 3 11 7 5 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 136 - TABLE 51 (cont'd) PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. PRODUCT SEGMENT Culture Culture Sports &: Outdoor & Budget (5c Entertain- High Total Sports Nature Services Comfort ment Roller Total respondents (100%) 1200 221 201 161 161 298 152 % % % % % % % 1 1 Census Divisions West North Central ^ 5 4 1 4 4 5 East South Central 3 2 4 5 2 4 3 New England tf- 5 6 6 4 2 3 Middle Atlantic 61 57 59 @ 66 57 59 Middle Atlantic (excluding N.Y.) 6 ^ 7 7 ^ 6 4 East North Central 7 7 @ 3 6 4 South Atlantic 63 6^ 56 60 67 66 67 South Atlantic (excluding Florida) 20 22 19 16 (26) 20 17 West South Central 22 23 23 21 22 24 18 Mountain 27 29 28 26 19 31 24 Pacific 65 65 65 69 62 63 68 Pacific (excluding California) 5 ^ 8 4 5 7 5 Pacific Islands 5 7 5 4 3 3 5 Atlantic Islands * - - 1 - * 1 Specific Destinations New York City 50 ti7 k(> @ 53 49 49 Miami 25 21 22 28 21 27 (32) San Francisco 16 11 16 16 @ 14 18 Los Angeles 16 18 14 17 17 12 © Las Vegas 8 8 5 8 7 8 Tl Orlando 7 5 5 6 12 7 11 New Orleans k 3 5 1* 5 3 3 Chicago 3 2 3 2 6 4 2 DisneyWorld 3 2 2 6 6 1 2 Dallas 2 1 3 k 3 1 3 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 137 - TABLE 32 PRODUCT SEGMENTS - MEDIA READERSHIP PRODUCT SEGMENT Culture Culture Sports & Outdoor & Budget & 1 Entertain- High Total Sports Nature Services Comfort ment Roller Total respondents (100%) 1200 221 201 161 161 298 152 % % % % % % % Top 5 daily newspapers Jornal Do Brasil 35 33 @ 44 42 23 33 O Globo 35 29 jf 41 40 29 (48) O Estado de Sao Paulo 28 29 25 21 29 33 24 Folha de Sao Paulo 27 28 29 16 26 ^ 24 3ornal da Tarde 9 10 12 8 8 6 Top 2 newspaper supplements ^ Revlsta de Domingo 40 38 48 47 45 26 44 Touring Supplement 50 50 58 60 61 33 51 Top 5 weekly magazines Veja 65 63 64 57 @ 66 69 Manchete 28 28 23 27 26 28 (37) Isto E/Senhor 12 11 15 8 13 10 12 Visao 9 9 11 6 9 11 9 Exame th 5 4 1 4 4 8 Top 5 monthly magazines Claudia 31 24 26 29 @ 33 32 Quatro Rodas 26 30 26 19 19 27 (32) Nova 16 14 10 16 17 17 20 Desfile 15 13 9 16 © 13 15 Turismo 6 6 7 4 ^ 5 7 Vogue 6 3 7 5 9 6 6 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 138 - TABLE 33 PRODUCT SEGMENTS BY TRAVEL PHILOSOPHY AND BENEFIT SEGMENTS PRODUCT SEGMENT Culture Culture Sports & Outdoor & Budget & 1 Entertain- High Total 1200 Sports 221 Nature 201 Services Comfort ment 298 Roller Total respondents (100%) 161 161 152 % % % % % % % Travel philosopffiy segment Budget Package 25 25 23 28 22 2^ 29 Budget Independent 26 26 ® ® 27 13 23 Luxury Guarded 31 33 21 21 30 @ 32 Premium package 18 16 17 U 21 23 16 Benefit segment Social Safety 23 17 21 @ (39) 7 22 Nothing Special 26 25 @ 32 31 12 33 Sports Adventure 36 © 20 8 17 @) 29 Experiences 15 15 22 1^ 1^ 11 16 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Brazil 1988 - 139 - 8. PERCEPTIONS OF CANADA/U.S. VS. IMPORTANCE RATINGS 8.1 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 answered based only on the verbal scale. Canada was rated on a total of 31 attributes while the U.S. was rated on a total of 33 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 mostly positive indicating a better than average rating on almost every attribute. At the same time, the ratings fell within a relatively narrow range as compared with other countries surveyed in this research program. This would indicate that perceptions of North America are not strongly defined. The following observations can be made: Canada - Above all, Canada was seen as a clean (0.92) and safe (0.86) place to visit. Otherwise, there was a strong recognition of the nature and outdoors e.g. national parks and forests (0.85), outstanding scenery (0.85), snow skiing (0.71), outdoor activities such as hiking and climbing (0.67), and seeing wildlife or birds (0.66). The main negative about Canada was perceived to be its beaches for swimming and sunning (-0.11). Its water sports (0.24) were also rated comparatively poorly. Although the ratings were on the positive side of the scale, nightlife and entertainment (0.26) and spectator sporting events (0.26) were among the weaker attributes. So were inexpensive restaurants (0.27) and budget accommodation (0.29), although overall value for vacation money was a little better (OM), Pleasure Travel Markets to North America - Brazil 1988 - i4o - U.S. - The highest rating given to the U.S. was for its shopping (1.02). The U.S. was also strongly rated for its entertainment opportunities including amusement or theme parks (0.97), casinos and gambling (0.89), nightlife and entertainment {0.70), variety of things to see and do (0.69), and live theatre and concerts (0.59). In a related vein it received high ratings for fast food restaurants {0.Z7), and first class hotels (O.SO). Among the lowest ratings for the U.S. were hunting (O.OZ), fishing (0.17), and snow skiing (0.22). Relatively low ratings were also given to interesting and friendly local people (0.16). Personal safety, however, was not a problem (0.51). So far, Mexico is the only other country not to rate the U.S. poorly on personal safety. (Reference: Tables 54 and 55) Pleasure Travel Markets to North America - Brazil 1988 - 1^1 - TABLE 5» PERCEPTIONS OF CANADA ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total Total respondents rating Canada 600 Hygiene and cleanliness +0.92 Personal safety +0.86 National parks and forests +0.85 Outstanding scenery +0.85 Snow skiing +0.71 Public transportation +0.68 Outdoor activities such as hiking, climbing +0.67 Unique cultural groups (Eskimo, Amlsh, etc.) +0.67 Seeing wildlife or birds +0.66 First class hotels +0.58 Variety of things to see and do +0.48 Interesting and friendly local people +0.46 High quality restaurants +0.46 Amusement or theme parks +0.45 Shopping +0.43 Inexpensive travel hi destination country +0 .40 Value for vacation money +0.40 Fishing +0.40 Kinds of things like to do on vacation +0.38 * 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 - Brazil 1988 - 142 - TABLE 5^ (cont'd) PERCEPTIONS OF CANADA ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total Total respondents rating Canada 600 Local festivals +0.37 Hunting +0.36 Museums and art galleries +0 .3^^ Live theatre and concerts +0.33 Historical sites and buildings +0.33 Inexpensive travel to destination country +0 .29 Budget accommodation +0.29 Inexpensive restaurants +0.27 Spectator sporting events +0.27 Nightlife and entertainment +0.26 Water sports +0.2^^ Beaches for swimming and sunning -0.11 * 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 - Brazil 1988 - 143 - TABLE 35 PERCEPTIONS OF THE U.S. ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total Total respondents rating the U.S. 600 Shopping +1.02 Amusement or theme parks +0.97 Casinos and gambling +0.89 Fast food restaurants +0.87 First class hotels +0.80 Public transportation +0.75 Nightlife and entertainment +0.70 Variety of things to see and do +0.69 Availability of package vacations +0.69 National parks and forests +0.65 Live theatre and concerts +0.69 Opportunities to increase knowledge +0.63 Opportunity to escape from the ordinary +0.63 Live theatre and concerts +0.59 Personal safety +0.51 Water sports +0.50 High quality restaurants +0.^9 Kinds of things like to do on vacation +0 .48 Museums and art galleries +0.(^7 Resort areas +0.^^- * 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 - Brazil 1988 - ]kii - TABLE 55 (cont'd) PERCEPTIONS OF THE U.S. ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total Total respondents rating the U.S. 600 Opportunity to be daring and adventuresome +0.'f'f Unique cultural groups (Eskimo, Amish, etc.) +0.41 Outstanding scenery +0 AQ Value for vacation money +0.32 Inexpensive restaurants +0.31 Mountainous areas +0.29 Outdoor activities such as climbing, hiking +0.2^^ Beaches for swimming and sunning +0.2^^ Historical sites and buildings +0 .23 Snow skiing +0.22 Budget accommodation +0.21 Fishing +0.17 Interesting and friendly local people +0.16 Hunting +0.08 * 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 - Brazil 1988 - 1A5 - 8.2 Perception vs. importance - total sample While perception ratings are useful in themselves, additional insight can be obtained by comparing these ratings against 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. (It will be recalled that the importance ratings were used to create the product segments.) The top areas of the plots are those of most relevance as they correspond to the areas of greatest rated importance. The area in the top right of each map 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 halves. 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 27 attributes while the maps for the U.S. include 29 attributes for which both perception and importance ratings are available. Perceptions ratings are available for a further two attributes ("kinds of things I like to do on vacation" and "variety of things to see and do"), but since corresponding importance ratings were not obtained, these could not be included in the map. The following observations can be made: Canada - Canada was evidently viewed as a very "civilized" country to visit as major strengths included hygiene and cleanliness, personal safety, public transportation, and interesting and friendly local people. Canada was also well regarded for its outdoor attributes (outstanding scenery, national parks, etc.). Some borderline weaknesses included beaches, museums and art galleries, and inexpensive travel in destination. (Reference: Figure 11) U.S. - Major strengths included the opportunities to increase knowledge and to escape from the ordinary, and public transportation. Other strengths were good shopping, fast food restaurants, and national parks. Personal safety, a major weakness of the U.S. in most other countries surveyed, was if anything a strength. The main weakness was interesting and friendly local people. Borderline weaknesses were outstanding scenery and museums and art galleries, although these were actually very close to being strengths. (Reference: Figure 12) Pleasure Travel Markets to North America - Brazil 1988 ^k6 - FIGURE 11 ATTRIBUTE IMPORTANCE VS. PERCEPTION - CANADA 3.5 Interesting and friendly local people • Inexpensive travel in destination Museums and art galleries • • Beaches for swimming and sunning I Shopping 9 Inexpensive Live theltre restaurants # W and conqerts Historical sites # Hygiene and cleaniness Outstanding scenery •• Personal safety • Public transportation Wildlife or birds National parks and forests ► Outdoor activities such as hiking, climbing I M P O R T A N C E 2.5 Budget accommodation • • • Nightlife and -Local entertainment High quality restaurants Spectator sporting events 9 Water sports • \musement or theme parks # Unique cultural groups (Eskmio, Amish, etc.) # First class hotels • Snow skiing Good fishing ^ Good hunting , 1.5 .5 1.5 PERCEPTION Pleasure Travel Markets to North America - Brazil 1988 - }kl - FIGURE 12 ATTRIBUTE IMPORTANCE VS. PERCEPTION - U.S. 3.5 Outstanding sceneiy Interesting and friendly local people • • Museums and art galleries % Outdoor activities such as hiking, climbing inexpensivd Historical sitesirf^^^^'' Budget accommodation ( • Opportunities to increase knowledge Personal safety • Public transportation • Opportunities to escape from the ordinary National paries • and forests # Shopping •m?c?n^ •Fast food restaurants I M P O R 2.5 T A N C E ^ 1.5 ., . . Resort areas Mountamous areas # # Opportunity to be daring ^ and adventuresome Unique cultural groups # # Amusement or theme parks Nightlife and entertainment High quality restaurants • First class hotels Water sports Snow skiing Good fishing ^ Good hunting ^ Casinos and gambling -.5 1.5 PERCEPTION Pleasure Travel Markets to North America - Brazil 1988 - 148 - 8.3 Most appealing feature of Canada as a vacation destination Respondents who had ever travelled 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. Only the top mentions have been listed in these results. This question was not asked regarding the U.S. About half (^^9%) of the respondents who had traveled to Canada mentioned the beautiful scenery as its most appealing feature. Other scenery related mentions included national parks and forests (13%) and lakes and rivers (6%). Canada was also seen as a clean (21%) and civilized (21%) country to visit. (Reference: Table 56) Pleasure Travel Markets to North America - Brazil 1988 _ l/i9 - TABLE 56 MOST APPEALING FEATURE OF CANADA AS A VACATION DESTINATION Total respondents been to Canada (100%) Beautiful scenery Clean Civilized country National parks/forests Advanced/ modern Convenient transportation Friendly local people Lakes and rivers Leisurely/relaxing Good food Various places worth visiting Niagara Falls Total 103 % ^9 21 21 13 10 7 6 6 t^ 3 3 3 Pleasure Travel Markets to North America - Brazil 1988 APPENDIX I BASIC DATA Newspaper and magazine readership Demographics Pleasure Travel Markets to North America - Brazil 1988 DAILY NEWSPAPERS READ OR LOOKED INTO REGULARLY (At least 3 of every 6 issues)* Total respondents (100%) Jornal Do Brasil O Globo O Estado de Sao Paulo Folha de Sao Paulo Jornal da Tarde Folha da Tarde Total 1200 % 35 35 28 27 9 7 Others Do not read newspapers 19 5 * Based on those with 50 or more mentions Pleasure Travel Markets to North America - Brazil 1988 SUNDAY SUPPLEMENTS READ OR LOOKED INTO REGULARLY (At least 2 of every ^ issues)* Total respondents (100%) Touring Supplement Revista de Domingo Total 1200 % 50 ^0 Others Do not read supplements 5 28 * Based on those with 50 or more mentions Pleasure Travel Markets to North America - Brazil 1988 WEEKLY PERIODICALS AND MAGAZINES READ OR LOOKED INTO REGULARLY (At least 2 of every 'f issues)* Total Total respondents (100%) 1200 % Veja 65 Manchete 28 Isto E/Senhor 12 Visao 9 Others 8 Do not read weekly periodicals and magazines 19 * Based on those with 50 or more mentions Pleasure Travel Markets to North America - Brazil 1988 MONTHLY MAGAZINES READ OR LOOKED INTO REGULARLY (At least 2 of every ^ issues)* Total respondents (100%) Claudia Quatros Rodas Nova Desfile Turismo Vogue Elle Duas Rodas Others Total 1200 % 31 26 16 15 6 6 5 5 1^ Do not read monthly magazines 32 * Based on those with 30 or more mentions Pleasure Travel Markets to North America - Brazil 1988 SAMPLE DEMOGRAPHICS Total respondents (100%) Sex Agp Male Female 18 - 2^ years 25 - 3'4- years 35 - 44 years 45 - 54 years 55 - 64 years 65 years or over Marital status Single Married Living together Divorced/separated/ widowed Working status Full time Owner M anager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Not at all Retired Student Homemaker Education Illiterate Primary/junior school High school University Post graduate Total 1200 % 50 50 20 28 21 15 12 5 35 56 * 9 (63) 11 5 28 13 5 (36) 6 10 20 » 12 30 50 9 * Less than 0.5% Pleasure Travel Markets to North America - Brazil 1988 SAMPLE DEMOGRAPHICS (cont'd) Total Total respondents (100%) 1200 % Whether chief wage earner Yes 37 No 63 Household income (minimum wages) Up to 15 27 16-25 27 26 - 35 15 Over 35 17 Refused 15 Life cycle Living alone t^ Living with one adult 15 Single with children 15 Couple with children 36 Other 30 Living arrangement Live alone it Living with children 51 Living without children 1^5 Number of household members 18 years or over 1 7 2 tto 3 2ii * 17 5 8 6 or more tt Mean 2.9 Pleasure Travel Markets to North America - Brazil 1988 SAMPLE DEMOGRAPHICS (cont'd) Total respondents (100%) Number of household members under 18 years None 1 2 3 or more Mean Whether members of household are related Yes No Single member house Whether self-employed Yes No Friends or relatives presently live in ... Canada - yes - no U.S. - yes - no Total 1200 % t^9 21 20 10 0.9 89 6 32 69 18 82 47 53 Fluency in English Read Write Speak None Fluency in French Read Write Speak None 56 47 53 39 29 17 23 68 Pleasure Travel Markets to North America - Brazil 1988 APPENDIX II QUESTIONNAIRE Pleasure Travel Markets to North America - Brazil 1988 INTERNATIONAL TRAVEL STUDY #B123 SCREENER Good . I'm of ( COMPANY NAME ) and we're doing a study about holiday travel. SI. Are you eighteen years of age or over? Yes 1 Nn 7 _^ASK TO SPEAK TO HOUSE- '^^ ^ ~^HOLD MEMBER 18 OR OVER 52. Including yourself, how many people eighteen years of age or older live in your household at the present time? ' l<» 1 2 3 4 5 or more SKIP TO QU.S7 53. As far as you can remember, in the past three years, that is, since September 1985, how many of these people 18 or over, including yourself, have taken a trip by plane entirely or in part for vacation or pleasure, to somewhere outside of South America for four nights or more? 1 2 3 4 5 or more ♦ t SKIP TO ASK TO SPEAK TO THAT QU.S5 PERSON AND SKIP TO QU.S7 54. For this study we can choose only one person. Of the ( ANSWER IN QU.S3 ) members of your household you just told me took a trip, whose birthday is coming up next? (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 vacation or pleasure trip of four nights or more by plane outside of South America? 1 2 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 is coming up next? (THIS IS THE SELECTED RESPONDENT. SKIP TO QU.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 September 1985, have you, yourself, taken a trip entirely or in part for holiday or pleasure to somewhere outside of South America? Yes 1 ' No 2 ->SKIP TO QU.SIO I S8) BR On any of these trips, did you travel by plane? Yes 1 Yes No 2 —►SKIP TO QU.SIO S9. And were any of these plane trips for four nights or longer? Yes No ■ SIO. In the next two years, that is, before October 1990, how likely is it that you, yourself, will fly to somewhere outside of South America entirely or in part for vacation or 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 TIRRINATE AND RECORD #B123-BR INTERNATIONAL TRAVEL STUDY #B123 la) 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 in'cTuBe all the vacation or pleasure trips you have taken, not just those to places outside3outh America. Remember to include only those trips that were either entirely or in part for pleasure. In the past three years since September 1985, about how many vacation or pleasure trips, in total, have you taken that were four nights or longer ? (RECORD NUMBER) trips >IP SKIP TO INSTRUCTION AFTER QU.lOb lb) On how many of these trips did you travel to your destination by plane? I trips l^ II -►IF SKIP TO INSTRUCTION AFTER QU.lOb Ic) 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.lb) somewhere in Brazil somewhere else in South America somewhere outside of South America ic n i% i«^ trips (C) trips (B) trips (A) zo ^^ IF BOX A = I I I SKIP TO INSTRUCTION AFTER QU.lOb. IF BOX A = I 1 1 1 ASK QU.2a to 2d ABOUT THIS TRIP OUTSIDE SOUTH AMERICA. IF BOX A = rO|2 I OR MORE, ASK QU.2a to 2d ABOUT MOST RECENT AND SECOND MOST RECENT TRIP OUTSIDl"^ 3r5mjTH AMERICA. #B123-BR 2a) Thinking about your (most recent/second most recent) trip of four nights or longer to somewhere outside of South America, 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. — l"*^"^ l'"^ Canada - 2 2 Mexico - -— 3 3 Central America 4 4 The West Indies/Caribbean 5 5 Europe - 6 6 Africa 7 7 Near/Middle East 8 8 Asia 9 9 Hawaii/Guam/Samoa Other South Pacific X X Australia/New Zealand V V Other (SPECIFY) 'J-l -V) zi 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 11 (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) ;r-«u/c Z^'ik^k #B123-BR 2c) While you were in the United States, by which of the following did you travel? (HAND CARD 'C n:iRCLE AS MANY AS APPLY) Second Most most recent recent Plane -- 1'^* T^? 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 2d) While you were _in Canada, by which of the following did you travel? (HAND CARD 'C - T I- /?/«MA.fC CIRCLE AS MANY AS APPLY) Plane T ^^ 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 IF BOX A IN QU.lc » l IlL CONTINUE. IF BOX A IN QU.lc • I 12 I OR MORE, ASK QU.3a TO QU.IO 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) 3b) And when did you take that trip? Please tell me the month and the year you started that trip. J( n r? 1 9 8 (month) (year) Tl - ^' y< >- ^t'l #B123-BR1 2c) While you were vn 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 2d) While you were jn Canada, by which of the ? pi L following did you travel? (HAND CARD 'C - S/' V^T CIRCLE AS MANY AS APPLY) Plane l'"^ 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 .-^^ 2 3 4 5 6 7 IF BOX A IN QU.lc = | 1 1 L CONTINUE. IF BOX A IN QU.lc =■ I I 2 I OR MORE, ASK QU.3a TO QU.IO ABOUT SECOND MOST RECENT TRIP. SAY: Now just thinking about your second 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. % T7 ?Jf 1 9 8 (tn ont h) (ye ar) Hf VZ'2^ #B123-BR2 4a) Whom did you travel with on this trip? (CIRCLE AS MANY AS APPLY) Travelled alone 1 -> SKIP TO QU.5a Wife/husband/girlfriend/boyfriend- 2 Child(ren) 3 Father/mother 4 Other relatives 5 Friends 6 Organized group/club/etc. — 7 Business associates/colleagues — 8 Other (Specify) 4b) Including yourself, how many people were there in your immediate travel party? (CIRCLE ONE ONLY) _ . 12345 6789 or more 4c) And how many of these were under 18 years of age? (CIRCLE ONE ONLY) / 012345 6789 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 ^c ^7 u% ^'r r» ^1 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) <^c^. C( ^ None 6b) And which one of these sources would you say was the most important? (CIRCLE ONE) #B123 7a) Was your plane ticket part of a package that included accommodation? Ves 1 No 2 -► SKIP TO QU.7C 7b) Where did you book your flight and accommodation? (CIRCLE ONE ONLY) Travel agent 1 Directly with airline Other (SPECIFY) SKIP TO QU.8a 7c) Where did you book your flight to and from your destination for this holiday'' (CIRCLE ONE ONLY) , , Travel agent 1 Directly with airline Other (SPECIFY) 7d) And where did you book your accommodation for this holiday? (CIRCLE AS MANY AS APPLY) ^ — Cf\ Travel agent 1 Directly with hotel, etc. 2 Stayed with friends/relatives 3 Did not book in advance 4 Other (SPECIFY) 8a) And was your trip a guided tour, that is, did you travel with a group on a planned itinerary? _^C Yes 1 No 2 -► SKIP TO 0U.9 Bb) And where did you book your guided tour? Travel agent 1 Tour company/holiday company 2 Through an airline 3 Other (SPECIFY) #B123 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 .^ "Ci ( ) 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 cross country) 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 ^ ,'^\ 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 lOb) 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.ll AND THEN HAND QUESTIONNAIRE AND PENCIL TO RESPONDENT) 1'^'^ #8123 11. 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 Strongly agree ( ) 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 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 Agree somewhat )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 Disagree somewhat )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 Strongly disagree )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' ^C -(<» -^Y 'il ^in. -ZL 10 #B123-AU/IT/BR PLEASE HAND BACK TO INTERVIEWER M- 12a) Now I'd like you to think about places outside South America 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? (REC0RD'"BEL0W IN ORDER MENTIONED - PROBE UNTIL 5 PLACES GIVEN) . It i^ ?v Tr Tc n J? ^ vo u( tz fr 12b) Which one of these places would you most like to visit in the next two years? (CIRCLE ONE ONLY) Qu.l2_b Most like to visit 5 ▲ 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 ONE) -Hi 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) #B123-BR 13. Please imagine that you are thinking of taking an overseas vacation trip. For each statement on this page, "X" 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 Very Somewhat Not very Not at all important important important important ( ) 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 )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 )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 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 Of )4 )4-^<' )4 )4 )4 )4'M )4 )4 )4 )4''IJ )4 )4 )4 )4 )4-'»S PLEASE HAND BACK TO INTERVIEWER #B123-AU/IT/BR 14. Start here 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. Not Very Somewhat Not very at all important important important important ( ) ( ) 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, such as folklore and country fairs 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, cl imbing Inexpensive restaurants Public transportation such as airlines, railways, local transit systems Live theatre and concerts Resort areas Unique or different cultural groups such as Eskimo and Indian National parks and forests Inexpensive travel rn_ 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 ( 4 ' to 4 4 4 4 4-/^ 4 4 4 4 4-Zo 4 4 4 4-T'S' 4 4 4 4 4 -To 4 4 4 4 4'ir 4 4 4 4 4-40 4 4 4 4 4-^r 4 4 4 4 ^ 4' so 4 4 4-cr 4 4 4 4 4-i/ #B123-AU/IT/BR 7J-I PLEASE HAND BACK TO INTERVIEWER -7^-0 Car^ r [ - coujK^^ coc6_ r'^- QjLX^cK\<^loJc I"'^ 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.lSa IN ORDER MENTIONED) (PROBE:) What other places in Canada? 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.lSb 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.15a OR QU.lSb, RECORD BELOW UNDER "OTHER". IF NOT BEEN TO CANADA, CIRCLE "X" AND SKIP TO QU.lSf) 15d) Which places, if any, have you been to in the past three years, since September, 1985? (RECORD UNDER QU.15d - CIRCLE ALL RESPONSES) 15e) Which one thing about Canada would make you recommend it to someone else as a (j-f^ vacation destination? (OPEN ENDED) 15f) You have named a number of different places in Canada. (READ ALL PLACES MENTIONED - QU.15a, QU.lSb AND OTHER) Which one of these places would you be most interested in visiting or re-visiting? (RECORD UNDER QU.lSf - MOST) And which one would be your second choice? (RECORD UNDER QU.lSf - 2nd) And which one would be your third choice? (RECORD UNDER QU.lSf - 3rd - TAKE BACK MAP) ?V'T(^ ^'\-v^ ^-Hl ^VH<, uC'V« Qu.lSa Qu.l 5c Qu.lSd q u.lSf 1. Ever been to 2 3 4 5 Been in past 3 yrs. 2 3 4 5 Most 2 3 4 5 2nd 2 3 4 5 3rd r 2. 2 3. 3 4. 4 5. 5 Qu.lSb 1. 6 7 8 X -► Other 6 7 8 SKIP TO QU.lSf 6 7 8 f r3 6 7 8 6 2. 7 3. 8 Never been to Canada 1. 1 2. 2 2 2 2 3. 3 3 3 3 4. 4 4 4 4 5. 5 5 5 5 w c".*AaiX' XC> 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 SLOVILY) 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. Start here ( ) A lot better Compared with other places Canada is Variety of things to see and do High quality restaurants Value for my vacation money — Budget accommodation Nightlife and entertainment (bars, clubs, dancing) Outstanding scenery Shopping Standards of hygiene and cleanliness Personal safety, even when travelling alone Snow skiing (down hill/cross- country) Beaches for swimming and sunning Local festivals and events Amusement or theme parks Museums and art galleries ( ) Interesting and friendly local people Outdoor activities such as hiking, climbing Public transportation (e.g. airlines, railways, local transit systems) Live theatre and concerts Unique or different cultural groups such as Eskimo and Indian Inexpensive restaurants National parks and forests Inexpensive travel to the destination country Inexpensive travel _i_n the destination country Fishing . Hunting First class hotels Spectator sporting events Historical, archeological or military sites and buildings - Seeing wildlife and birds I don't usually see Water sports such as surfing, water skiing, sailing, scuba diving Kinds of things I like to do on vacation ^ 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 The same )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 Not quite Not nearly as good as good )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 )4 )4 )4 )4 )4 )4 )5'Co )5 )5 )5 )5-i^ )5 )5 )5 )5 )5- )5 )5 ■Zc )5 )5 )5- ^< )5 )5 )5 )5 )5- lo )5 )5 )5 )5'1\ )5 )5 )5 )5 07 ^\oj^ #B123-1 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 as other places, not quite as good or not nearly as good as other places you might vacation. Please start at the item indicated. lo^c/o /^/cca Compared with other places United States is k Start here ( ) A lot better Variety of things to see and do High quality restaurants Value for my vacation money — Budget accommodation Nightlife and entertainment (bars, clubs, dancing) Outstanding scenery Shopping — Mountainous areas Personal , safety, even when travelling alone Snow skiing (down hi 11 /cross- country) Fast food restaurants Beaches for swimming and sunning Casinos and gambling Amusement or theme parks Museums and art galleries ( ) Interesting and friendly local people - Outdoor activities such as hiking, climbing Availability of package (all-inclusive) vacations Public transportation (e.g. airlines, railways, local transit systems) — - Live theatre and concerts Resort areas Inexpensive restaurants Unique or different cultural groups such as Eskimo and Indian National parks and forests Fishing Hunting First class hotels Historical, archeological or military sites and buildings - Opportunities to increase one's knowledge Opportunity to escape from the ordinary Water sports such as surfing, water skiing, sailing, scuba diving Kinds of things I like to do on vacation Opportunity for being daring and adventuresome TTttTi 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 )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 Not nearly as good as good )4 ( )5-''l )4 ( )5 )4 ( )5 )4 ( )5 )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 )5 )5-^^ )5 )5 )5 )5 )5-ri )5 )5 )5 )5 )5-a )5 )5 )5 )5 )5-t' )5 )5 )5 )5 )5 )5 )5 )5'^' )5 )5'1! #6123-21 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 0U.17a IN ORDER MENTIONED) (PROBE:) What other places in the United States? 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 SKIP TO QU.17f1 17d) Which places, if any, have you been to in the past three years, since September, 1985? (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) And which one would be your third choice? (RECORD UNDER QU.17e - 3rd - TAKE BACK MAP) Q-^ ^Uk Qu.l7a (O^IZ. 1. a-^< 2. U'^i 3. a-y 4. i-^-i\ 5. t tf^l 1. ^.t-To 2. -^[-11 3. Qu.l7b Qu.l7c Ever been to Qu.l7d Been in past 3 yrs. Most 1 J.17e 2nd 3r ^-V1 f^^ r rz f^ 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 Never been to United States '^ 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 X -> SKIP TO QU.17e Other 3W--5C P'?^ ^io-^l M-j-i^r ^(r ^? 1. 2. 3. 4. 5. fl -ri 1 1 2 2 3 3 4 4 5 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 #B123-1 CoLrcA 7 I- ct^u^W^ c**^ t'^ - Rjj-.^cm.JmJ: ro 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? 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" AND SKIP TO QU.17f) 17d) Which places, if any, have you been to in the past three years, since September, 1985? (RECORD UNDER QU.17d - CIRCLE ALL RESPONSES) 6-^1 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) And which one would be your third choice? (RECORD UNDER QU.17f - 3rd - TAKE BACK (0-11 a"r ({,'1^ '-7-^ •U'i^ Qu.l7c Qu.l7d Been in Qu.l7f Ever been to past 3 yrs. Most 2nd 3r 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 Qu.l7b Never been to Canada X Other 6 7 8 SKIP TO QU.17f ri 1. 2. 3. 4. 5. ^ 6 6 6 7 7 7 8 8 8 ^\z ^rf ■\i 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 18. 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 #8123-2 l^-o 19a) Which of these dally newspapers, if any, do you read or look at regularly that is, at least three out of ey^r:/ six issues? (HAND CARD "D" - CIRCLE AS MANY AS APPLY) Estado De Sao Paulo 1 Folha de Sao Paulo 2 Folha da Tarde 3 Jornal da Tarde — • 4 Globo 5 Jornal do Brasil 6 Dia 7 Gazeta Mercantil 8 Diario Popular 9 Ultima Hora Gazeta Esportiva --- X Other (SPECIFY) ^jj Do not read daily newspapers — -- X 19b) Which of these supplements, 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) Revista de Domingo (Jornal do ^ IT^ Brasil) 1 Touring Supplement — 2 Other (SPECIFY) ^d Do not read Supplements X 19c) Which of these 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) Veja 1 Isto E / Senhor 2 Afinal 3 Manchete 4 Visao 5 Exame 6 Other (SPECIFY) X Do not read weekly periodicals or magazines X #B123-BR 20. Which of the following 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) Nova — - - 1 Claudia 2 Desfile 3 Elle 4 Turismo 5 Imprensa — 6 Quatro Rodas 7 Duas Rodas — 8 Vogue - 9 Interview Az - X Other (SPECIFY) ^H Do not read magazines X By now you may have realised that this survey is being conducted voluntarily on behalf of Tourism Canada for the Department of Regional Industrial Expansion. 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 Tourism Canada. 21. Do you, yourself, have any close friends or relatives living in (COUNTRY) at the present time? (CIRCLE ONE FOR EACH) Yes No Canada 1 2 The United States 1 2 22a) Thinking about everyone in your household, how many of them are under 18? (CIRCLE ONE) 1 2 3 4 5 6 or more 22b) Including yourself, how many are 18 or over? (CIRCLE ONE) 1 2 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 Married 2 Living together 3 Divorced/separated/widowed -- 4 Other 5 #B123-BR 22e) What is your age? (RECORD NUMBER) years 22f) Are you self-employed? Yes 1 No 22g) What is your occupation, that is, what kind of work do you do? (WRITE IN) (NOTE - Codes will be: Owner l'^ 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) '?:r 22h) What is the highest level of education you have completed? 'TV Illiterate 1 Some/completed primary/ junior school -- 2 Some/completed high school 3 Some/completed university 4 Some/completed post graduate 5 22i) Are you the chief wage earner in your household? Yes r^^ No 2 22j) Which of these categories best describes your total household income before taxes in 1987? Please include all wages, salaries, pensions and income from other sources. Please just tell me the letter from this card. (HAND CARD "D" - CIRCLE ONE ONLY) it 22k) Can you read, write or speak (French and/or English) or not? (CIRCLE ALL THAT '^''^'-^^ French English Read r^^ r^^ Write 2 2 Speak 3 3 None of these 4 4 221) RECORD SEX: Male \ ' Female -- 2 REGION POSTAL CODE #B123-BR ' ' ^ DESCRIPTIONS FOR CARD "A" Mainland United States (including Alaska) Canada Mexico Central America The West Indies/Caribbean Europe Africa Near or Middle East (including Saudi Arabia, Israel, etc.) Asia (e.g. India, Japan, China, Indonesia, Philippines, etc.) Hawaii, Guam or Samoa Other South Pacific (e.g. Fiji, Tahiti, etc.) Australia or New Zealand Any other country outside South America (PLEASE SPECIFY) Pleasure Travel Markets to North America - Brazil 1988 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 or 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 specicJ event is a trip taken primarily for the purpose of visiting a major theme park or exhibition or special event such as the World Cup, Expo, or 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. Pleasure Travel Markets to North America - Brazil 1988 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 recreational vehicle Pleasure Travel Markets to North America - Brazil 1988 CARD "D" O Estado De Sao Paulo Folha de Sao Paulo Folha da Tarde Jornal da Tarde O Globo Jornal do Brasil O Dia Gazeta Mercantil Diario Popular Ultima Hora Gazeta Esportiva Other (please specify) Do not read daily newspapers Pleasure Travel Markets to North America - Brazil 1988 CARD "E" Revista de Domingo (3ornal do Brasil) Touring Supplement Other (please specify) Do not read supplements Pleasure Travel Markets to North America - Brazil 1988 CARD "F' Veja Isto E/Senhor Afinal Manchete Visao Other (please specify) Do not read weekly periodicals or magazines Pleasure Travel Markets to North America - Brazil 1988 CARD "G" Nova Claudia Desfile Elle Turismo Imprensa Quatro Rodas Duas Rodas Vogue Interview Az Other (please specify) Do not read magazines Pleasure Travel Markets to Nortli America - Brazil 1988 APPENDIX III DEFINITION OF U.S. 1 1 CENSUS DIVISIONS AND 8 TRAVEL REGIONS Pleasure Travel Markets to North America - Brazil 1988 8 TRAVEL REGIONS Travel South Alabama Arkansas Florida Kentucky Louisiana Mississippi North Carolina South Carolina Tennessee Virginia Visit U.S. West Alaska Arizona California Nevada Oregon Washington New England Connecticut Maine Massachusetts New Hampshire Rhode Island Vermont Foremost West Arizona Colorado New Mexico Utah Wyoming George Washington Country Delaware Maryland Pennsylvania Virginia Washington, D.C. West Virginia Great Lakes Illinois Indiana Iowa Michigan Minnesota Ohio Wisconsin Old West Trail Foundation Montana Nebraska North Dakota South Dakota Wyoming America's Heartland Arkansas Kansas Louisiana Missouri Oklahoma Pleasure Travel Markets to North America - Brazil 1988 1 1 CENSUS DIVISIONS West North Central Iowa Kansas Minnesota Missouri Nebraska North Dakota South Dakota East South Central Alabama Kentucky Mississippi Tennessee New England Connecticut Maine Massachusetts New Hampshire Rhode Island Vermont Middle Atlantic New Jersey New York Pennsylvania East North Central Illinois Indiana Michigan Ohio Wisconsin West South Central Arkansas Louisiana Oklahoma Texas Mountain Arizona Colorado Idaho Montana Nevada New Mexico Utah Wyoming Pacific Alaska California Oregon Washington Pacific Islands Guam Hawaii U.S. Trust Territories Atlantic Islands Puerto Rico U.S. Virgin Islands South Atlantic Delaware Washington, D.C. Florida Georgia Maryland North Carolina South Carolina Virginia West Virginia Pleasure Travel Markets to North America - Brazil 1988 APPENDIX IV 95% STATISTICAL CONFIDENCE LEVELS Pleasure Travel Markets to North America - Brazil 1988 ^ o "^ * uJR ir\ o "r\ «h ITS eS I- eS §°s e^ um c^ «r> o »^ r^ so e^ u e^ o o o p^ K H z Cf? |_ cf^ LU lA o |/^ 'w u M rv u O LLl * uSR a, o o o (N 00 cK I- cK (d > ir\ o >r\ c UJ on -H 00 u V) w CO eg O 00 Z !^, o o -H 00 < c oi e^ u eS ni L. O O o O O o a; u c <- E C UJ U 3 £ o o o a, X tu S^l n} < S 0) > ^°^ t/) ON +-> o 1% 2% 3% *% or or or or 99% 98% 97% 96% ^0(M-Hroe>OOiA-HU^(NVO ^vDiAu^ONr^-HiA f^ONrv.\DvoiO.*JJ-c<^r^r^CM u>v|v.-H-HiAOr^ON\0000"'^^A•^•-a■c<^f'^(N^M(N CTv\oiAJ-.a-rfN<*>(vjr>j— 'ONii^ OOVOJ-^f^C^<*N(N — ' ON 00 00 NO VO lA > m S CL) ■H C •p (U "E '^ .t; o H MH o >|^ HH __ O O ^ _ ON a> > — ' bO ^ /— N C v£> t3 Qj o; •- ' c "'-' flj (d vo ^ -i-j d^ XI W 00 4^ .-H lO + 1 o .;2 o +j TD 00 C C C cj 3 m C o J- a; o rt o £ o j^ ii O ou UJ "S N < o o O O lA o o lA -H — < CM CM f^ O O O O O O lA o o o o o o o o o O >A lA NO 00 -H J3 OJ ^ i; -^ ■■' > £ % g --^ m "*s U 3 0) a; - > i« 0) APPENDIX V HOW TO INTERPRET A DISCRIMINANT MAP Pleasure Travel Markets to North America - Brazil 1988 Note: In the following description of how to interpret a discriminant map, Figure 6 in this report will be used as an example to illustrate some of the points discussed. 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 "usually buy vacation packages" 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 "money on travel is well spent" 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 "use travel agent to help decide destination" and "prefer guided tours" point roughly in the same direction. Therefore, segments which prefer guided tours are also the ones who use a travel agent to help decide the destination of their trip. 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 "prefer guided tours". By sweeping this perpendicular to the left through the map (always maintaining its perpendicular orientation) the line initially encounters the points representing the Budget Package and Premium Package groups. Continuing this sweep it then encounters the Luxury Guarded group followed lastly by the Budget Independent group. The order in which 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 "prefer guided tours" 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. Nevertheless, the maps in this report account for at least 82% of the data and are thus a fairly good representation of the group-attribute relationships. Pleasure Travel Markets to North America - Brazil 1988 APPENDIX VI MAP OF BRAZIL Pleasure Travel Markets to North America - Brazil 1988 S-, T^ U.S. GOVERNMENT PRINTING OFFICE: 1989-2 42 -3 18 /0lt056 lem -ortaleza BRAZIL Recife Salvador • Brasilia SAO PAULO • Belc^orizonte RIO DE JANEIRO Curitiba 'orto Alegre ill ^^