n.z:r wb Digitized by the Internet Archive in 2012 with funding from LYRASIS Members and Sloan Foundation http://archive.org/details/pleasuretraOOunit PLEASURE TRAVEL MARKETS TO NORTH AMERICA: MEXICO 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 1.1 MARKET OVERVIEW 5 1.2 MARKET SIZE 6 2. PAST TRIP BEHAVIOUR - 4 NIGHTS OR MORE 2.1 Number of pleasure trips in past 3 years S 2.2 Destination of two most recent trips 12 2.3 Type of two most recent trips 15 2.4 Mode of transportation used within Canada and mainland U.S. 17 2.5 Number of nights away 19 2.6 Month of departure 20 2.7 Traveling party 21 2.8 How long before leaving was destination decided and trip booked 24 2.9 Sources of information used in planning 26 2.10 Whether a package trip 28 2.11 Where booked 30 2.12 Activities taken part in 34 2.13 Satisfaction and likelihood of returning 37 3. LIKELY VACATION DESTINATIONS 3.1 Places would like to visit overseas (unaided) 39 3.2 Likelihood of visiting place would most like to visit 43 3.3 Places in U.S./Canada Mexicans might go on vacation 44 3.4 Places in U.S./Canada ever visited and visited in past 3 years 50 3.5 Places in U.S./Canada most interested in visiting/revisiting 54 3.6 Summary of awareness, interest and visitation 5S 3.7 Level of interest in visiting/revisiting U.S./Canada in next 5 years 62 4. SEGMENTATION OVERVIEW 63 Pleasure Travel Markets to North America - Mexico 1988 TABLE OF CONTENTS (cont'd) PAGE NUMBER TRAVEL PHILOSOPHY SEGMENTATION 5.1 Overview 5.2 Segments 5.3 Segment profiles 5.4 Implications BENEFIT SEGMENTATION 6.1 Overview 6.2 Segments 6.3 Segment profiles 6.4 Implications PRODUCT SEGMENTATION 7.1 Overview 7.2 Segments 7.3 Segment profiles 7.4 Product segments vs. travel philosophy and benefit segments 7.5 Implications PERCEPTIONS OF CANADA/U.S. VS. IMPORTANCE RATINGS 8.1 Perception ratings 8.2 Perception vs. importance 8.3 Most appealing features of Canada as a travel destination 65 66 70 72 88 89 93 95 111 112 116 119 120 140 146 150 APPENDIX I APPENDIX II APPENDIX III APPENDIX IV APPENDIX V APPENDIX VI - BASIC DATA Newspaper and magazine readership Demographics - QUESTIONNAIRE - DEFINITION OF U.S. 11 CENSUS DIVISIONS AND 8 TRAVEL REGIONS - 95% STATISTICAL CONFIDENCE LEVELS - HOW TO INTERPRET A DISCRIMINANT MAP - MAP OF MEXICO Pleasure Travel Markets to North America - Mexico 1988 INTRODUCTION Pleasure Travel Markets to North America - Mexico 1988 FOREWORD In 1986 the U.S. Travel and Tourism Administration and Tourism Canada made an agreement to undertake jointly funded market research in overseas countries of mutual interest. The agreement will be in effect for five years and during its existence approximately four countries will be studied each year. By combining resources the national tourism organizations of the two countries will be able to produce better market information than either could have done by working alone. As a result, agencies marketing Canada, the United States or both will be able to select their target markets with a good deal more precision than has been possible in the past. In addition, agencies responsible for developing the tourism products of both countries will have a clear idea of what their strengths and weaknesses are in the minds of the consumer. They would then be able to develop a better tourism product and one that will have a strong appeal to consumers in a variety of overseas countries. The countries studied so far are: 1986 1987 1988 United Kingdom Hong Kong Italy France Singapore Australia West Germany Switzerland Brazil Japan Mexico This report on the Mexican international travel market is one of the four that resulted from the 1988 studies. It is the intention of both Tourism Canada and the USTTA to make the results readily and widely available. The data are available in the following formats: - The present main report - A highlights report providing overviews of Italy, Australia, Brazil and Mexico - Extensive computer cross-tabulations (see Methodology section for details) - IBM compatible data diskettes in single punch format A great deal of sophisticated travel market information has been made available through these studies. The challenge set forth by this work is to understand the information and to use it effectively. Officials of Tourism Canada and the USTTA are ready to help the tourism industry make the most effective use possible of the information. Pleasure Travel Markets to North America - Mexico 1988 - 2 - OBJECTIVES The objectives of this study are as follows: 1. To provide broad-based marketing information on the Mexican long haul pleasure travel market for strategic planning purposes 2. To identify and describe Mexican travel segments that are prime targets for travel to Canada and the United States for industry marketers 3. To describe elements of the travel product(s) required to meet the needs of the target travel market segments it. To provide input to the development and placement of effective advertising and promotion to convert potential travel to actual travel to Canada and the U.S. Accordingly the following research objectives were established: 1. To identify the basic long haul pleasure travel motivations, benefits and product/activity needs of Mexican travelers 2. To identify and describe the size, travel characteristics, attitudinal and awareness characteristics of this market 3. To identify levels of awareness and perception of the various U.S. and Canadian travel products 4. To identify the media habits of the long haul traveler 5. To profile the Mexican long haul pleasure travelers in terms of demographics, vacation style and lifestyle characteristics. The main findings emerging from this study are the basis of this report. Pleasure Travel Markets to North America - Mexico 1988 - 3 - STUDY METHODOLOGY A total of 2,000 personal interviews were conducted with international travelers who met the following target qualifications: - 18 years of age or over - Took a vacation trip of four nights or longer by any mode of transportation outside Mexico in the past three years, or intended to take such a trip in the next two years Personal in-home interviews were conducted in six different cities as follows: Mexico City 800 Guadalajara 300 Monterrey 300 Hermosillo 200 Merida 200 Juarez 200 Total 2,000 Households were screened by interviewers who followed pre-determined walk patterns from about 150 randomly selected starting points. Since much of the population was felt to have little or no chance of traveling on vacation outside of Mexico, interviewing was conducted only in neighbourhoods pre-identified as predominantly high (A and B) or middle (C) social class. In households with more than one qualified respondent a random selection was made using the next birthday method. The incidence of qualified respondents was determined by recording the results of these screening procedures. Prior to fieldwork, a 60%M0% high/middle social class quota was established. Since it was not known whether this split represented the true make-up of travelers in the target market, the incidence of qualified respondents was monitored during fieldwork. The results indicated that the actual proportions were nearer 28/72 as follows: Actual Incidence of Estimated Social class population qualified respondents qualified respondents // % High (A/B) 8,250,000 86% 7,100,000 28 Middle (C) 29,000,000 62% Total IS, 000,000 72 25,100,000 Pleasure Travel Markets to North America - Mexico 1988 - 4 - The social class quotas were therefore changed during fieldwork, but by the time the adjustments were implemented the best that could be achieved was a 40/60 split. The data were therefore weighted using a slightly conservative target of 30/70. At the same time, the data were weighted by sex since the 50/50 quota that was established was also not met. Full details of the weighting are therefore as follows: Sex/social class Male - A/B - C Female - A/B - C Total Actual Target interviews interviews Weight 374 300 0.8021 531 700 1.3183 417 300 0.7194 678 700 1.0324 2,000 2,000 Fieldwork was conducted from October 3 to December 9, 1988. A copy of the questionnaire used is included in Appendix II. Detailed computer cross-tabulations of all study results have been provided under separate cover. The banners provided include: - By sex, age, and life cycle - By type of trip, trip description, ever visited both Canada/U.S. - By important items and income - By destinations visited and destination most like to visit - By ever visited/interest in visiting Canada/U.S. - By modes of transportation used to and within Canada/U.S. and city - By provinces in Canada interested in visiting - By miscellaneous destinations in Canada interested in visiting - By U.S. states interested in visiting - By U.S. census regions interested in visiting - By U.S. tourism regions interested in visiting - By travel philosophy, benefit and product segments - By miscellaneous destinations in U.S. interested in visiting A table showing 95% statistical confidence limits for various base sizes is included in Appendix IV. In general, any results based on a sample of less than 100 respondents should be viewed with some caution. A map of Mexico is included in Appendix VI. Pleasure Travel Markets to North America - Mexico 1988 MAIN FINDINGS Pleasure Travel Markets to North America - Mexico 1988 - 5 - 1.1 MARKET OVERVIEW The population of Mexico in 1988 was approximately 82,750,000 people. The population is quite young with about 50% being unde- lx years of age. In 1980, about two-thirds of the population lived in urban areas, and this proportion has likely increased since that time. Mexico City is one of the largest cities, if not the largest city, in the world. It has a population of nearly 20,000,000 people, and it is by far the largest city in Mexico, although there are also four other cities with populations of 1,000,000 or over. 1988 City population Mexico City 19,947,000 Guadalajara 2,688,000 Monterrey 2,416,000 Puebla 1,292,000 Leon 1,017,000 Due to the dominance of Mexico City, much of the population is concentrated in the central part of Mexico. The Mexican economy has been relatively unstable in the past few years due to rising foreign debt and falling oil prices. It entered a recessive cycle in 1988 due to the anti- inflationary measures applied by the Economic Solidarity Treaty (Pacto de Solidaridad Economica). The measures adopted by the government included controls on prices, wages and interest rates, reductions in government spending, and fixed international exchange rates. For the general population these measures meant that their salaries were practically frozen against constant price increases, resulting in a substantial loss of purchasing power. In terms of the national economy, the result was a recession since, as inflation eased, economic activity showed a decrease in the growth rate. Some signs of stabilization started to appear in 1988, though. Inflation, which had been 8.7% per month (159% annually) in 1987, dropped to 3.9% per month (51% annually) in 1988. The foreign exchange rate, which increased from 915 to 2,227 Mexican pesos to the U.S. dollar during 1987, stabilized even more and finished 1988 at a rate of 2,297 to the dollar. The unemployment rate during 1988 was about k%, although this rate was basically unchanged from the year before. Contributing to the recent strength of the economy is the rise of "maquiladoras". These are assembly plants located mainly in the north of Mexico that use foreign parts and supplies and reexport to the United States. Most of these companies are American owned, but some are owned by Japanese, South Korean and European companies. With only 16% of the population, the six Mexican states that share the 2,000-mile border with the U.S. now generate about 22% of the country's gross national product. This trend of stronger economic growth can be expected to have an ongoing impact on travel, particularly on border traffic between Mexico and the United States. Pleasure Travel Markets to North America - Mexico 1988 - 6 - 1.2 MARKET SIZE Before examining the actual survey results themselves, it is worthwhile examining the survey sample in the context of the overall Mexican population. The following points can be noted: - The Mexican population 18 years of age or over is approximately 41,500,000 people - The urban population 18 or over is approximately 27,500,000 people - The urban population 18 or over in high or middle social class is approximately 12,375,000 people - The incidence of the target population of international travelers* among this latter group is 67% or approximately 8,300,000 travelers - Compared with the general population, the target market is wealthier and much better educated. (Reference: Tables 1 and 2) * Travelers 18 years of age or over who took a vacation trip of four nights or longer by any mode of transportation outside Mexico in the past three years, or intended to take such a trip in the next two years. Pleasure Travel Markets to North America - Mexico 1988 - 7 - TABLE 1 TARGET MARKET Mexican population 18 years or over Urban population 18 years or over Urban population 18 years or over in high or middle social class Incidence of target market Size of target market itl,500,000* 27,500,000* 12,375,000* 67% 8,300,000 * Instituto Nacional de Estadistica, Geografia e Informatica TABLE 2 COMPARATIVE TARGET MARKET DEMOGRAPHICS 18 - 21 years 25 - 34 years 35 - kk years 15 - 51 years 55 - 61 years 65 years or more Education Elementary school Junior high school Technical/commercial Senior high school University Annual household income (in pesos) 11,000,000 or less 11,000,001 - 17,000,000 17,000,001 - 25,000,000 Over 25,000,000 Refused T, arget General market population % % 31 28 24 26 20 18 12 12 8 8 6 8 6 73 X 11 f\5 s 5 22 1 l50j 7 26 33 21 25 20 23 © 11 9 9 Pleasure Travel Markets to North America - Mexico 1988 - 8 - 2. PAST TRIP BEHAVIOUR - 4 NIGHTS OR MORE This section of the report examines the number and characteristics of recent trips of four nights or longer made by Mexican travelers in the target market. 2.1 Number of pleasure trips in past 3 years The very strong travel orientation of the sample was reflected in the fact that 94% of respondents had taken a pleasure trip of at least four nights in the past three years. (Reference: Table 3A) Of the respondents who had taken a pleasure trip of four nights or more, the majority (93%) had taken more than one trip, with a mean of 8.0 pleasure trips of four nights or more. TABLE 3A PLEASURE TRIPS 4 NIGHTS OR MORE IN PAST 3 YEARS (Reference: Table 3B) Total respondents (100%) Yes No By any mode of transportation 2000 % 94 6 TABLE 3B NUMBER OF PLEASURE TRIPS 4 NIGHTS f )f OR MORE TAKEN IN PAST 3 YEARS By an; mode c transportation Total respondents who took a trip (100%) 1880 % 1 7 2 9 3 13 4 11 93 5-6 18 7 or more 42 Mean S.O Pleasure Travel Markets to North America - Mexico 1988 - 9 - Pleasure trips were defined as either short haul (i.e. to places in Central America or the U.S. border states of Southern California, Texas, Arizona and New Mexico) or as long haul (i.e. to destinations elsewhere). Of the respondents who had taken a pleasure trip of four nights or more in the past three years, 88% had traveled in Mexico, 3% had traveled to Central America and 58% had traveled to U.S. border states. A total of 38% had traveled elsewhere i.e. had taken a long haul trip. (Reference: Table 4A) Of the large number of respondents who took trips inside Mexico, 88% took more than one such trip, compared with 35% of the few respondents who took a trip to Central America. More than one-half (56%) of the travelers to U.S. border states had taken more than one such trip in the past 3 years, with a mean of 3.1 such trips. The percentage of travelers taking more than one long haul trip to destinations elsewhere was somewhat less (^4%), with a mean of 2.1 such trips. (Reference: Table 4B) TABLE 4A WHERE TAKEN ANY PLEASURE TRIPS » NIGHTS OR MORE IN PAST 3 YEARS TO PLACES IN: Total respondents who took a trip (100%) Yes No Central U.S. border Else- Mexico America states* where >) 1880 1880 1880 1880 % % % % 88 3 58 38 12 97 42 62 TABLE H B NUMBER OF PLEASURE TRIPS » NIGHTS OR MORE TAKEN IN PAST 3 YEARS Total respondents who took pleasure trips k+ nights to that destination (100%) 1 2 3 or more Mean Mexico 1651 % 12 6.1 TO PLACES IN: Central U.S. border America states* 62 65 1.9 1098 % #» a* a* % 3.1 Else- where 709 % 56 2] 231 W 2.1 * Southern California, Texas, Arizona and New Mexico Pleasure Travel Markets to North America - Mexico 1988 10 In other countries surveyed in this series of studies, the definition of long haul travelers included a requirement that they traveled by plane. In Mexico, the definition allowed for long haul travel by any mode of transportation. As it turned out, about all (92%) of the Mexican long haul travelers would have met the plane requirement as well. (Reference: Table 4C) The mean number of long haul trips by plane was 2.1, the same as for long haul trips by any mode of transportation (see Table 4B - Destinations elsewhere). (Reference: Table 4D) TABLE 4C TAKEN ANY LONG HAUL TRIPS g NIGHTS OR MORE IN PAST 3 YEARS BY PLANE Total Total respondents who took a long haul trip (100%) 709 % Yes 92 No 8 TABLE 4D NUMBER OF LONG HAUL TRIPS TAKEN IN PAST 3 YEARS BY PLANE Total respondents who took a long haul trip by plane (100%) Total 653 1 2 3 k or more Mean 58 20 11 11 2.1 Pleasure Travel Markets to North America - Mexico 1988 - 11 - In the context of the total sample, then it can be seen that 72% of respondents had taken a pleasure trip of four nights or more outside Mexico in the past three years. This included 56% who had taken a short haul trip and 36% who had taken a long haul trip (19% had taken both). A total of 28% of respondents were therefore in the sample by virtue of the fact that they intended to take a trip outside Mexico in the next two years. (Reference: Table 5) TABLE 5 PLEASURE TRIPS fr NIGHTS OR MORE IN THE PAST 3 YEARS OUTSIDE MEXICO Total respondents (100%) 2,000 % Short haul 56 Long haul 36 72 * Neither 28 Includes 19% who took both a short and a long haul trip in the past 3 years. Pleasure Travel Markets to North America - Mexico 1988 12 2.2 Destination of two most recent trips Respondents who had traveled outside Mexico were asked to which destinations they had been on their most and second most recent pleasure trips in the past three years. The majority of trips taken by Mexicans were to the United States (86%), virtually all of which were to the mainland. Within the United States, the most popular destinations (67%) were the border states of Southern California, Arizona, New Mexico and Texas. Only 3% of trips taken by Mexicans outside their own country were visits to Canada. (Reference: Figure 1) In terms of demographics, travelers to the U.S. border states were more likely than average to come from Monterrey, Hermosillo and Juarez, which is not surprising given the relative proximity of these cities to the U.S. Travelers to the border states also had comparatively lower levels of education and income. Mexico City was by far the dominant source of travelers to destinations outside Canada and the U.S. These travelers were also better educated and more likely than average to live in a household without children. Due to the low number of travelers to Canada, conclusions about their demographic profile should only be made with caution. The figures are included here for reference purposes only. (Reference: Table 6) FIGURE 1 DESTINATION OF TWO MOST RECENT TRIPS OUTSIDE MEXICO IN PAST 3 YEARS* Total U.S. (unduplicated mentions) U.S. border states Elsewhere in U.S. mainland Hawaii/Guam/Samoa Europe Canada wa 3% 1 2% 1 2% I West Indies/Caribbean South America Central America j 1% Other ] i% 20 i 40 60 80 100 * Based on 2,333 trips comprised of 1,442 most recent trips and 892 second most recent trips. Pleasure Travel Markets to North America - Mexico 1988 - 13 TABLE 6 DEMOGRAPHICS OF VISITORS TO KEY DESTINATIONS DESTINATION VISITED* Canada U.S. Other Elsewhere Border on Total Total states mainland Total respondents (100%) 2000 40+ 1250 719 524 180 % % % % % % Sex Male 50 65 49 50 48 49 Female 50 35 51 50 52 51 Age 18 - 24 years 31 33 33 34 33 24 25 - 34 years 24 14 23 24 22 27 35 - 44 years 20 17 19 18 20 17 45 - 54 years 12 15 12 11 13 14 55 - 64 years 8 20 7 7 7 9 65 years or over 6 2 6 6 5 9 Marital status Single 41 40 42 43 41 37 Married 55 50 53 52 55 56 Living together ** - ## - ** ** Divorced/separated/widowed 2 5 2 2 1 2 Other 3 5 3 3 2 4 Occupation Owner 3 8 4 4 3 5 Manager/executive 11 10 12 11 12 10 Professional/technical 22 24 21 19 25 28 Clerical/sales 12 4 11 13 9 12 Skilled worker 4 - 4 5 3 2 Unskilled worker 1 - ** •** 1 1 Student 18 29 19 20 19 14 Retired 4 3 4 4 4 6 Housewife 24 20 24 25 23 22 Other 1 - 1 1 1 2 City Mexico City 40 © 36 30 46 @ Guadalajara 16 13 14 17 11 V Monterrey 16 6 17 (22) 10 6 Hermosillo 9 4 12 |n| 10 3 Merida 9 6 9 if 16 8 Juarez 10 2 11 tal Elsewhere Border on states mainland Total respondents took trip outside Mexico (100%) 1**2 *0+ 1250 719 52* 180 % % % % % % Sampling local foods 89 95 88 88 87 93 Shopping 89 93 90 88 92 87 Dining out in restaurants 88 93 88 Z5 89 Taking pictures/filming 72 © 70 66 © 79 Sightseeing in cities 70 92 68 65 71 85 Contacting the local inhabitants 62 83 60 59 62 76 Observing wildlife/bird watching 57 78 5* 5* 5* 72 Visiting friends or relatives 56 51 1? 65 *6 *6 Visiting amusement or theme parks 5* © a 55 56 *2 Visiting scenic landmarks *8 57 *5 *3 *7 68 Visiting wilderness areas *6 7* ** *1 *8 62 Visiting health spas *3 67 *1 *1 *2 53 Swimming *I 53 *0 38 *2 50 Visiting national parks or forests *1 70 39 38 *0 5* Visiting galleries/museums *0 80 36 31 *2 65 Attending local festivals/fairs/ special events 39 6* 36 3* 38 52 Visiting nightclubs, etc. 38 *0 36 33 *0 52 Visiting places of historic interest 37 68 32 26 © 70 Sunbathing or other beach activities 35 31 3* 32 35 *9 Visiting the oceanside 33 36 31 28 35 *8 Touring the countryside 29 © 25 23 29 50 Note: Circled numbers represent those referred to in the main text + Note: Small base * 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. Pleasure Travel Markets to North America - Mexico 1988 36 - TABLE 19 (cont'd) ACTIVITIES TAKEN PART IN DURING TRIP OUTSIDE MEXICO DESTINATION** Total respondents took trip outside Mexico (100%) Attending concerts/live theatre Visiting sites commemorating important people Going on short guided excursions C ana da U.S. Other Elsewhere Border on Total Total states mainland 1*42 40+ 1250 719 524 180 % % % % % % 26 57 23 19 6$) 43 25 50 20 18 23 51 or tours 24 50 19 14 © 57 Attending sporting events 21 ® 21 22 20 19 Visiting places of importance in military history 19 H5 16 14 19 35 Visiting casinos/ gambling 17 23 16 13 19 25 Visiting places of archeological interest 17 40 13 12 14 43 Visiting mountainous areas 16 47 13 13 14 32 Water sports 10 23 10 7 12 10 Golfing/tennis 10 fS 9 8 11 8 Fishing 7 3 6 6 6 10 Climbing, hiking, etc. 6 20 5 5 5 9 Taking a day cruise 6 17 5 3 7 19 Horse riding 3 15 3 3 3 3 Snow skiing 3 © 3 2 4 4 Taking a cruise of one or more nights 3 9 2 * 4 11 Hunting 2 5 2 2 2 1 Note: Circled numbers represent those referred to in the main text * Less than 0.5% + Note: Small base ** 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. Pleasure Travel Markets to North America - Mexico 1988 - 37 2.13 Satisfaction and likelihood of returning Travelers to destinations outside Mexico were well satisfied with their trips to all destinations. A total of 89% said that they were very satisfied, and a further 10% said that they were somewhat satisfied. Only 1% of the travelers felt they were not very satisfied. (Reference: Table 20) Overall, respondents seemed interested in returning to previously visited destinations. In total, 82% said they would be very or somewhat likely to return, including 56% who said they would be very likely to do so. The likelihood of returning was higher for Canada and the U.S. than it was for other destinations. (Reference: Table 21) TABLE 20 DEGREE OF SATISFACTION WITH TRIP OUTSIDE MEXICO DESTINATION** Total respondents took trip outside Mexico (100%) Very satisfied (X4) Somewhat satisfied (X3) Not very satisfied (X2) Not at all satisfied (XI) Mean Canada U.S. Other Elsewhere Border on Total Total states mainland 1442 40+ 1250 719 524 180 % % % % % % 89 95 Z9 87 91 91 10 5 10 12 8 6 1 - 1 1 1 2 * - * * * * 3.9 4.0 3.9 3.9 3.9 3.9 + Note: Small base ** 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. Pleasure Travel Markets to North America - Mexico 1988 - 38 - TABLE 21 LIKELIHOOD OF RETURNING TO SAME DESTINATION OUTSIDE MEXICO DESTINATION* Total Canada U.S. sre ad Other Total Elsewhe Border on states mainla Total respondents took trip outside Mexico (100%) 1442 40+ 1250 719 524 180 % % % % % % Very likely Somewhat likely (X4) (X3) 56 26_ 4f 82 82 5Z 26. 60 84 27. 55 %7 24. 79 46' 22. Not very likely (X2) 11 13 10 8 13 18 Not at all likely (XI) 8 5 7 5 8 15 Mean 3.3 3.2 3.3 3.4 3.3 3.0 68 + Note: Small base * 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. Pleasure Travel Markets to North America - Mexico 1988 - 39 - 3. LIKELY VACATION DESTINATIONS 3.1 Places would like to visit overseas (unaided) Respondents were asked on an unaided basis to name five places outside Mexico 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, the most frequent mentions were destinations in Europe (81%), followed by the U.S. (58%), Canada (34%), South America (30%), and Asia (30%). The figure for the U.S. included 32% who mentioned the border states and kl% who mentioned somewhere else on the mainland; clearly some respondents mentioned both- Although the actual figures were lower, responses for the one top choice destination followed a pattern similar to the above. The United States, particularly the border states, were actually visited much more frequently than would be predicted by their number of mentions as a top choice destination. The opposite was true for Europe, as it was visited on only 7% of trips despite being the most preferred destination of k\% of respondents. Canada was visited by only 3% despite being the top choice of 8%. These results show that "like to visit" does not necessarily mean "likely to visit". The data indicate, however, an awareness of destinations yet to be visited. (Reference: Table 22) Respondents most interested in Canada or other destinations outside North America tended to be better educated and were more likely to come from Mexico City (also Merida in the case of Canada). Those most interested in the U.S. border states were more likely than average to be female, older, married, a homemaker, from Guadalajara, less educated, a couple with children, from households with fewer adults over 18 years, and lower income. Those most interested in destinations elsewhere in the U.S. were more likely than average to be younger and from Juarez. (Reference: Table 23) Pleasure Travel Markets to North America - Mexico 1988 - 40 TABLE 22 DESTINATIONS OUTSIDE MEXICO WOULD LIKE TO VISIT Actual destination of two most recent trips Total respondents (100%) Europe U.S. total (unduplicated mentions) Border states Elsewhere in mainland U.S. Hawaii/Guam/Samoa Canada South America Asia West Indies/Caribbean Africa Near/Middle East Australia/New Zealand Central America Other South Pacific Five top choices One top choice in past 3 years 2000 2000 (2333) % % % 81 41 7 (58) (28) (84) 32 13 63 42 12 20 9 3 1 34 8 3 30 5 2 30 9 * 13 3 2 11 3 * 6 2 * k 1 - 3 * 1 1 * _ * Less than 0.5% ** Total trips taken by respondents Pleasure Travel Markets to North America - Mexico 1988 - 41 - TABLE 23 KEY DESTINATIONS WOULD MOST LIKE TO VISIT BY DEMOGRAPHICS WOULD MOST LIKE TO VISIT Canada U.S. Other Elsewhere Border on Total Total states mainland Total respondents (100%) 2000 156 557 262 241 1282 % % % % % % Sex Male 50 50 46 42 50 52 Female 50 50 54 © 50 48 A R e 18 - 24 years 31 30 27 19 ® 33 25 - 34 years 24 27 26 26 24 23 35 - 44 years 20 19 22 24 20 19 45 - 54 years 12 14 12 12 11 12 55 - 64 years 8 5 7 rToS 5 8 65 years or over 6 5 6 iioj 4 5 Marital status Single 41 42 33 25 40 44 Married 55 53 61 © 56 52 Living together * - * - * * Divorced/separated/widowec 2 2 2 2 2 2 Other 3 3 4 6 2 2 Occupation Owner 3 3 3 2 3 4 Manager/executive 11 12 10 9 11 12 Professional/technical 22 25 17 17 15 24 Clerical/sales 13 10 16 18 15 11 Skilled worker 4 3 6 6 6 4 Unskilled worker * 1 * 1 1 * Student 18 20 13 7 19 20 Retired 4 3 4 5 4 4 Homemaker 24 24 30 © 26 21 Other 1 - 1 1 1 1 City >»*"^k. Mexico City 40 © 20 15 22 (48) Guadalajara 16 T7 19 f24) 15 T5 Monterrey 16 6 25 UjJ 21 14 Hermosillo 9 6 13 14 13 8 Merida 9 © 7 5 A 9 Juarez 10 ^^ 17 15 © 7 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 42 - TABLE 23 (cont'd) KEY DESTINATIONS WOULD MOST LIKE TO VISIT BY DEMOGRAPHICS Total respondents (100%) Education Primary school Junior college Trade/technical/business High school University Life cycle Live alone Living with one adult Single with children Couple with children Other Living arrangement Live alone Living with children (0-18) Living without children (0-18) Mean no. of adults 18 years or over Whether any children under 18 years in household Yes No Household income in pesos (1987/88 financial year) 11,000,000 and under 11,000,001 - 17, 000,000 17,000,001 -25,000,000 Over 25,000,000 Refused WOULD MOST LIKE TO VISIT Canada U.S. Other Elsewhere Border on Total Total states mainland 2000 156 557 262 241 1282 % % % % % % 6 3 3 © 10 4 7 4 10 n 10 6 1 s 18 19 23 16 12 22 K 21 15 26 22 50 @ 37 33 39 © 2 i 1 2 1 2 9 5 9 12 9 10 23 27 21 16 26 24 42 44 50 (53) 45 38 24 24 19 18 20 26 2 1 1 2 1 2 66 72 72 71 72 62 32 27 27 27 27 36 ^2 3.3 3.1 P) 3.3 3.3 66 72 72 71 72 62 34 28 28 29 28 38 26 31 30

laces people might go on vacation (unaided) 3 more places people might go on vacation (aided) Total unaided and aided mentions 2000 % 2000 % 2000 % 76 24 99 1 100 99 1 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 Ontario (83%) and Quebec (62%). The next most frequent mentions were destinations in British Columbia (33%). Specific destinations with the highest level of unaided mentions were Montreal (45%), Ottawa (40%), Toronto (36%), Quebec City (35%), Niagara Falls (32%), and Vancouver (23%). - On a total unaided and aided basis, destinations in Ontario (90%) and Quebec (86%) continued to be the top mentions, followed by British Columbia (57%) and Alberta (43%). Specific destinations also repeated the same order as seen on an unaided basis, with the exception of Quebec City (61%) which moved from fifth to second position behind Montreal (65%). (Reference: Table 26A) Pleasure Travel Markets to North America - Mexico 1988 - 46 - U.S. - On an unaided basis, mentions were heavily skewed towards destinations in California (82%), followed by New York (47%), Florida (41%) and Texas (41%). The main specific mentions in California were Los Angeles (49%), and San Francisco (39%). In New York, the destination most frequently mentioned was New York City (41%), and in Florida the top destination was Miami (28%). On a total unaided and aided basis, almost all respondents (90%) mentioned at least one California destination, and most mentioned destinations in New York (63%) and Florida (60%). Texas (54%), Nevada (43%), and Washington, D.C. (39%) also received significant mentions. Again, the specific destinations mentioned followed the same order as on an unaided basis, namely Los Angeles (56%) and San Francisco (47%) in California, New York City (54%) in New York, and Miami (40%) in Florida. (Reference: Table 26B) Pleasure Travel Markets to North America - Mexico 1988 - kl - 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 Ottawa Toronto Quebec City Niagara Falls Vancouver Calgary Vancouver Island Victoria Winnipeg Edmonton Queen Charlotte Islands Regina Prince Albert National Park Thunder Bay 5 places 3 more people places people Total might go on might go unaided vacation on vacation and aided (unaided) (aided) mentions 1529 1987 1998 % % % 2 10 11 * 2 2 1 4 5 * 2 2 62 56 86 83 64 90 4 14 16 2 10 11 19 34 43 33 40 57 2 10 11 1 3 4 45 31 65 40 14 44 36 14 41 35 34 61 32 17 41 23 17 34 12 15 25 8 12 18 5 5 9 2 7 8 1 4 5 1 2 3 1 5 6 * 3 3 * 3 3 * Less than 0.5% Pleasure Travel Markets to North America - Mexico 1988 - 48 - TABLE 26B VACATION DESTINATIONS IN THE U.S. - AWARENESS Total respondents mentioned a place (100%) Top States California New York Florida Texas Nevada Washington D.C. Illinois Louisiana Arizona Colorado Massachusetts Washington 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 light go on might go unaided vacation on vacation and aided (unaided) (aided) mentions 1979 1986 1999 % % % 82 28 90 47 19 63 41 25 60 41 19 54 25 20 43 21 18 39 15 9 24 12 10 21 10 13 22 7 15 22 7 3 10 5 6 10 5 12 16 50 42 73 88 56 96 8 5 12 3 12 14 17 22 36 19 34 46 25 30 49 23 29 45 Pleasure Travel Markets to North America - Mexico 1988 - kS - 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%) 1979 1986 1999 % % % 11 Census Divisions West North Central 7 19 25 East South Central 2 6 7 New England 8 5 12 Middle Atlantic 49 30 68 Middle Atlantic (excluding New York) 5 12 17 East North Central 21 23 40 South Atlantic 56 46 79 South Atlantic (excluding Florida) 24 26 47 West South Central 51 31 68 Mountain 41 50 71 Pacific 84 36 92 Pacific (excluding California) 6 10 15 Pacific Islands * * * Atlantic Islands - - - Specific Destinations Los Angeles 49 8 56 New York City 41 14 54 San Francisco 39 8 47 Miami 28 12 40 Las Vegas 23 11 33 Houston 21 5 26 San Diego 20 7 26 Disneyland 15 6 20 Chicago 15 8 22 San Antonio 13 5 18 New Orleans 12 6 18 Dallas 11 5 16 Orlando 8 4 12 Boston 6 3 9 Pasadena 5 1 6 Tuscon 4 3 7 Denver 4 5 9 Disney World 3 3 6 Phoenix 3 2 4 Philadelphia 3 3 5 Grand Canyon National Park 2 4 6 Niagara Falls 2 3 4 Kansas City 1 4 4 * Less than 0.5% Pleasure Travel Markets to North America - Mexico 1988 - 50 - 3 A Places in U.S. /Canada ever visited and visited in past 3 years Considering that Mexico and the U.S. share a common border, it is not surprising that a high proportion (&7%) of respondents had actually visited destinations in the U.S. at some time, including 83% who had done so in the past three years. In contrast, relatively few (18%) had ever visited Canada, and only 6% in the past three years. (Reference: Table 27) Respondents were asked to name the places they had visited at any time 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 refer to destinations visited in the past three years as these would presumably better reflect current tastes of Mexican travelers: Canada - Among respondents who had traveled to Canada in the past three years, the most popular destinations were in Ontario (63%, mainly Toronto, Niagara Falls and Ottawa), Quebec {51%, mainly Montreal and Quebec City), and British Columbia (33%, mainly Vancouver). (Reference: Table 28A) U.S. - The state most visited in the past three years was California (53%, mainly Los Angeles, San Francisco and San Diego). The next most popular state was Texas (40%, mainly Houston and San Antonio). (Reference: Table 28B) TABLE 27 VISITED CANADA OR U.S. - EVER OR IN PAST THREE YEARS Total Total respondents (100%) 2000 % Canada Ever visited 18 Visited in past three years 6 U.S. Ever visited 87 Visited in past three years 83 Pleasure Travel Markets to North America - Mexico 1988 - 51 - 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 Niagara Falls Quebec City Ottawa Vancouver Victoria Calgary Vancouver Island Winnipeg Edmonton Visited in Ever past 3 visited years 350 117 % % 1 1 1 1 2 1 1 1 66 51 7k 63 k k 2 1 1* Ik 32 33 2 2 * - 57 k\ 46 k5 41 36 38 30 29 23 2k 2k 10 11 8 8 5 8 2 - Pleasure Travel Markets to North America - Mexico 1988 - 52 - TABLE 28B VACATION DESTINATIONS IN THE U.S. - WHETHER VISITED Total respondents visited the U.S. (100%) Top States California Texas Florida New York Nevada Arizona Illinois Louisiana Washington D.C. Colorado Pennsylvania Washington Massachusetts 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 Visited in Ever past 3 visited years 1685 1307 % % 71 53 51 40 29 19 2k 10 20 12 19 15 10 k 10 k 9 3 7 3 5 2 k 2 k 1 35 22 76 61 k 1 2 * 15 6 29 20 13 5 15 6 * Less than 0.5% Pleasure Travel Markets to North America - Mexico 1988 - 53 - TABLE 28B (cont'd) VACATION DESTINATIONS IN THE U.S. - WHETHER VISITED Total respondents visited the U.S. (100%) 11 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding New York) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands Visited in Ever past 3 visited years 1685 1307 % % 6 2 3 1 4 1 25 11 6 2 14 6 35 22 12 5 55 42 41 28 72 5k 6 3 * Specific Destinations Los Angeles San Francisco San Diego Houston San Antonio New York City Miami Las Vegas Dallas Disneyland Tuscon Chicago New Orleans Orlando Phoenix Pasadena Denver Philadelphia Boston Disney World Grand Canyon National Park * Less than 0.5% 50 35 27 13 26 16 23 16 21 14 20 9 19 12 17 10 14 9 13 8 10 8 10 3 9 3 8 6 8 5 7 5 3 2 3 1 3 1 2 1 2 1 Pleasure Travel Markets to North America - Mexico 1988 - 5^4 - 3.5 Places in U.S./Canada most interested in visiting/ revisiting As another measure of vacation destinations in Canada and the U.S., respondents were asked to name the three places that they were most interested in visiting or revisiting. These questions were designed to provide an indication of the potential travel market to North America. Nearly all respondents named at least one place in Canada (99%) or the U.S. (98%) that they were interested in visiting. (Reference: Table 29) Although the first choice is also reported in the tables, the following figures refer to the three destinations of greatest interest: Canada - The provinces which respondents were most interested in visiting or re-visiting were Ontario (78%), Quebec (74%), British Columbia (36%), and Alberta (22%). These figures are higher, but in the same descending order, as those reflected in the destinations actually visited in the past three years (see Table 28A). (Reference: Table 30A) U.S. - In terms of interest, California (62%) dominated all states followed by New York (39%), Florida (33%), and Texas (21%). This represents a reversal of positions for New York and Texas when compared with the destinations actually visited (see Table 28B). New York City (33%) was the specific destination most likely to be named, followed by Los Angeles (27%), San Francisco (25%) and Miami (20%). (Reference: Table 30B) TABLE 29 WHETHER OR NOT NAMED ANY PLACES INTERESTED IN VISITING Total respondents (100%) 2000 % Canada Yes 99 No 1 U.S. Yes 98 No 2 Pleasure Travel Markets to North America - Mexico 1988 - 55 - 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 Niagara Falls Quebec City Vancouver Toronto Ottawa Calgary Vancouver Island Victoria Regina * Less than 0.5% First Top three choice choices 1982 1982 % % 1 6 * 1 1 2 * 1 35 74 40 78 1 6 1 6 6 22 13 36 1 6 1 2 21 49 18 29 12 42 7 18 7 23 6 21 4 12 3 11 1 3 * 4 Pleasure Travel Markets to North America - Mexico 1988 - 56 - TABLE 30B VACATION DESTINATIONS IN THE U.S. - INTEREST IN VISITING Total respondents providing choices (100%) Top States California New York Florida Texas Nevada Washington D.C. Louisiana Arizona Colorado Illinois Pennsylvania Massachusetts Washington 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 1962 1962 % % 31 62 18 39 13 33 7 21 7 20 5 17 3 9 2 7 2 7 2 9 2 5 1 4 1 4 13 42 41 75 2 5 1 4 5 14 4 17 7 21 5 18 Pleasure Travel Markets to North America - Mexico 1988 - 57 TABLE 30B (cont'd) VACATION DESTINATIONS IN THE U.S. - INTEREST IN VISITING Total respondents providing choices (100%) 11 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding New York) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands First choice 1962 Top three choices 1962 2 8 * 2 2 5 19 43 2 5 1 15 19 48 6 20 10 30 12 35 32 65 1 6 * * Specific Destinations New York City Los Angeles San Francisco Miami Las Vegas Disneyland New Orleans San Diego Houston Orlando Chicago Dallas San Antonio Philadelphia Disney World Boston Niagara Falls Grand Canyon National Park 15 11 8 7 6 5 3 3 3 2 2 33 27 25 20 16 10 8 9 9 6 8 5 5 2 2 4 2 2 * Less than 0.5% Pleasure Travel Markets to North America - Mexico 1988 - 58 - 3.6 Summary of awareness, interest and visitation A summary of awareness, interest and visitation is provided in Tables 31A and 31B. For Canada, all three of these measures generally yielded similar results. There was only the occasional exception such as Toronto which was visited more than would be predicted by its awareness and interest levels. For the U.S., awareness and interest tended to follow similar patterns, except that the figures for interest tended to be somewhat lower. This would be partly attributable to the fact that they were based on only three mentions per respondent, while the awareness figures were based on up to five members per respondent. In terms of visitation, several destinations such as New York, Florida and Washington, D.C. were visited less often than would be predicted by their awareness and interest levels. On the other hand, states like California and Texas are visited at levels in line with awareness and interest. (Reference: Tables 31A and 31B) Pleasure Travel Markets to North America - Mexico 1988 - 59 - 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 Ottawa Toronto Quebec City Niagara Falls Vancouver Calgary Vancouver Island Victoria Winnipeg Edmonton Queen Charlotte Islands Regina Prince Albert National Park Thunder Bay 5 places people Top might go on 3 places Visited vacation interested in past (unaided) in visiting 3 years 1529 1982 117 % % % 2 6 * 1 1 2 # 1 62 74 51 83 78 63 4 6 4 2 6 1 19 22 14 33 36 33 2 6 2 1 2 - 45 k9 41 40 21 23 36 23 45 35 42 30 32 29 36 23 18 24 12 12 8 8 11 8 5 3 11 2 - - 1 - * 1 - - 1 4 - * _ _ * Less than 0.5% Pleasure Travel Markets to North America - Mexico 1988 - 60 - TABLE 31B SUMMARY OF AWARENESS, INTEREST AND VISITATION - U.S. Total respondents mentioned a place (100%) Top States California New York Florida Texas Nevada Washington D.C. Illinois Louisiana Arizona Colorado Massachusetts Washington 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 * Less than 0.5% 5 places people Top night go on 3 places Visited vacation interested in past (unaided) in visiting 3 years 1979 1962 1307 % % % 82 62 53 47 39 10 41 33 19 41 21 40 25 20 12 21 17 3 15 9 4 12 9 4 10 7 15 7 7 3 7 4 1 5 4 2 5 5 2 50 42 22 88 75 61 8 5 1 3 4 * 17 14 6 19 17 20 25 21 5 23 18 6 Pleasure Travel Markets to North America - Mexico 1988 - 61 - TABLE 31B (cont'd) SUMMARY OF AWARENESS, INTEREST AND VISITATION - U.S. 5 places people Top might go on 3 places Visited vacation interested in past (unaided) in visiting 3 years Total respondents mentioned a place (100%) 1979 1962 1307 % % % 11 Census Divisions West North Central 7 8 2 East South Central 2 2 1 New England 8 5 1 Middle Atlantic 49 43 11 Middle Atlantic (excluding New - York) 5 5 2 East North Central 21 15 6 South Atlantic 56 48 22 South Atlantic (excluding Florida) 24 20 5 West South Central 51 30 42 Mountain 41 35 28 Pacific 84 65 54 Pacific (excluding California) 6 6 3 Pacific Islands * * . Atlantic Islands - * - Specific Destinations Los Angeles 49 27 35 New York City 41 33 9 San Francisco 39 25 13 Miami 28 20 12 Las Vegas 23 16 10 Houston 21 9 16 San Diego 20 9 16 Disneyland 15 10 8 Chicago 15 8 3 San Antonio 13 5 14 New Orleans 12 8 3 Dallas 11 5 9 Orlando 8 6 6 Boston 6 4 1 Pasadena 5 - 5 Tuscon 4 - 8 Denver 4 - 2 Disney World 3 2 1 Phoenix 3 - 5 Philadelphia 3 2 1 Grand Canyon National Park 2 2 1 Niagara Falls 2 2 - Kansas City 1 - - Less than 0.5% Pleasure Travel Markets to North America - Mexico 1988 - 62 - 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 82% were interested in Canada, including 39% who were very interested. Even more respondents (94%) were interested in the U.S., including 61% who were very interested. INTEREST IN VISITING CANADA OR U.S. Canada U.S. Total respondents (100%) 2000 2000 % % Very interested 39 61 82 94 Somewhat interested 43 33 Not interested 19 7 Pleasure Travel Markets to North America - Mexico 1988 - 63 - h. 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 - Mexico 1988 - 6k - 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. 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. 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 - Mexico 1988 - 65 - 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 4-point scale how much they agreed or disagreed with each statement in order to obtain an overall profile of their travel attitudes or philosophy. Before looking at the segmentation results themselves, it is worthwhile examining the general tendencies of Mexican 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). At the same time, they believed that value for vacation money was important (3.6), that they did not have to spend a lot of money to enjoy their vacation (3.3), and that inexpensive travel to the destination was an important consideration (3.2). In terms of other statements given high ratings, a mix of preferences among Mexican travelers was evident. Respondents indicated that they liked to have arrangements made before leaving (3.8) but also indicated that they were in favour of making arrangements as they go along (3.6). Likewise, they sometimes preferred to stay put at their destination (3.8) but also to travel from place to place rather than stay put (3.5). It is apparent that their travel philosophy is different depending on the type of trip taken. It is clear, however, that they have a strong interest in travel based on their interest in taking short pleasure trips whenever they can (3.5), making their own travel arrangements (3.5), and going different places on each trip (3.4). In keeping with this overall positive orientation towards travel, respondents disagreed that making arrangements was such a bother they would rather not travel (2.0), and disagreed that they'd just as soon spend on things other than travel (2.0). (Reference: Table 32) Pleasure Travel Markets to North America - Mexico 1988 - 66 - 5.2 Segments The segmentation analysis yielded a total of four travel philosophy segments. FIGURE 5 TRAVEL PHILOSOPHY SEGMENTS RELUCTANT (23%) BUDGET PACKAGE (25%) INDEPENDENT (24%) PREMIUM PACKAGE (28%) Based on total sample of 2,000 respondents As noted earlier, these segments are best understood by examining the statements for each segment having the highest and lowest deviations from the overall mean for a statement. It should be remembered that these deviations provide a relative rather than an absolute comparison of the various segments. The following are brief descriptions of each travel philosophy segment relative to one another: Independent traveler (24%) This group is interested in travel that allows them the freedom to make their own travel arrangements, preferably as they go along. They like to travel from place to place on their vacation, and taking short pleasure trips whenever they can is an attractive option. They tend to stay away from package vacations and guided tours, and from having travel agents or co-travelers help with their arrangements. Pleasure Travel Markets to North America - Mexico 1988 67 - Premium Package traveler (28%) In contrast to the Independent traveler, this group has a preference for travel packages and guided tours. Because they feel making travel arrangements are a bother, they would rather leave the organizing and decision making to co- travelers and travel agents. These travelers are willing to spend money to enjoy a vacation and so are willing to pay for luxuries and the convenience associated with traveling on a package vacation. Budget Package traveler (25%) This group is similar to the Premium Package traveler in their preference for travel packages and guided tours. These travelers differ, however, in the sense that they feel luxuries are not worth paying for. Instead, reduced fares and inexpensive travel are important considerations. They do not necessarily feel that making travel arrangements are a bother, so that their interest in package travel would seem to be its opportunity to obtain a low cost vacation. Reluctant traveler (23%) - The reluctant nature of this segment is demonstrated by their relative lack of interest in travel. For them, traveling is not necessary to enjoy a vacation and they'd just as soon spend money on other things. They also feel that travel arrangements are such a bother that they would rather not travel at all. When they do travel, they seem to be interested in a familiar destination where they have been before, and where people speak a language they understand. They are not attracted to the idea of using vacation packages or travel agents as a means of easing the responsibilities of organizing a trip. (Reference: Table 33) Pleasure Travel Markets to North America - Mexico 1988 - 68 - 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 91% 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. The two Package groups are situated on the right side of the map, their positions both influenced by the various package attributes located towards that side of the map. The Budget Package group, however, is situated more in the direction of the Budget Independent group. The Independent group is situated in the bottom left part of the map near such attributes as "enjoy making own travel arrangements" and "make arrangements as I go along". It is also some distance away from the various package related attributes. The Reluctant group is associated with such attributes as "choose vacation places been before", "do not have to travel to enjoy vacation", and "rather spend money on other things". (Reference: Figure 6) Pleasure Travel Markets to North America - Mexico 1988 - 69 - SO & O fa H fa o fa >< sc o O hH n w > H O fa Oh H O CI OT _J < LU LU U f 2 OC Q. / o >-ui I tl >■< >. 2: J '/Dm H CO / 3 3 / li/i / ?z / ^2 to < 3 > LU (5 < O < D. t- Ul O Q D CO K- Z LU Q Z LU 0. LU O z 70 - 5.3 Segment profiles With respect to the profiles of the different travel philosophy segments, the following are characteristics which disproportionately describe each segment: Independent traveler - More likely than average to be: - university educated - higher income - living in Hermosillo - More likely than average to have: - taken more trips in the past 3 years - visited U.S. border states - not used any sources of information in planning their trip - taken a city trip - taken an independent type of trip - entered the U.S. by private car Premium Package traveler - More likely than average to have: - visited destinations in the U.S. other than the border states - traveled with their father or mother - had more people in their travel party - taken an all-inclusive guided tour - booked their trip through a travel agent - More likely than average to read T.V. Novelas Budget Package traveler - More likely than average to be: - female - 25-34 years old - university educated - living in Mexico City or Merida - More likely than average to have: - visited a destination in Mexico, but not the border states - visited Europe or destinations in the U.S. other than the border states - taken trips of more nights duration - taken a touring trip Pleasure Travel Markets to North America - Mexico 1988 - 71 - - used a travel agent or brochures/ pamphlets in planning their trip - taken an all-inclusive guided tour or a flight/accommodation package trip - booked their trip through a travel agent - entered the U.S. by plane - used a rented car within the U.S. - More likely than average to read Excelsior , Vanidades , and Buen Hogar Reluctant traveler - More likely than average to be: - male - primary school educated - lower income - living in Guadalajara - More likely than average to have: - visited the mainland U.S., mainly the border states - taken a trip to visit friends and relatives - used friends/family in planning their trip, or not used any sources at all - taken an independent trip - traveled alone - stayed with friends/relatives - decided on their destination closer to departure (1 month or less) - booked their trip closer to departure {Vz month or less) - entered the U.S. by private car - used a private car within the U.S. - More likely than average to be interested in: - visiting the mainland U.S., mainly the border states and Texas in particular - visiting the West South Central census division in the U.S. - visiting Los Angeles in the U.S. - More likely than average to read Mecanica Popular (Reference: Tables 34 to 38) Pleasure Travel Markets to North America - Mexico 1988 - 72 - 5.k Implications Given the dominance of the U.S. as a vacation destination for Mexican travelers, it should not be surprising that the U.S. mainland is the destination visited most often by each of the travel philosophy groups. Each group, therefore, is likely to continue to be a source of travelers to the U.S. On the other hand, interest in Canada is quite low and presents a different marketing challenge. Of the four groups, the Budget Package and Premium Package groups are more likely than average to have visited destinations in the U.S. beyond the states bordering on Mexico. It is apparent that the promotion of vacation packages would help to increase visits to these destinations as well as to initiate more visits to Canada where levels of travel are currently low. The Premium Package group offers particular marketing potential because of their willingness to spend money on a vacation. In other words, they are unlikely to be deterred by the added cost of traveling beyond the U.S. border states to more distant destinations in the U.S. or Canada. Due to their package orientation, this group would represent a particular target for travel agents. The Budget Package group also should be encouraged to increase their travel to these destinations. Even though they are concerned with the costs of a vacation, they are keen travelers and receptive to the availability of all-inclusive guided tours. Low cost package travel would obviously be the key. This segment was the most likely to use a travel agent in planning and arranging their trip, so that any co-operative efforts with travel agents should be primarily targeted at this group. The Independent group is promising in that they tend to travel somewhat more often, but they might be a difficult group to target because they are the least likely of any of the four groups to use any outside sources in planning their trip. For this group it would be more a matter of selling the destination, at which time they would find their own way there. The Reluctant traveler is the least promising segment because of their relative lack of enthusiasm for travel. It is apparent that they travel either to visit family and friends, or to accompany a more travel-oriented partner. Either way, this would be a difficult segment to market towards. Pleasure Travel Markets to North America - Mexico 1988 - 73 - TABLE 32 AGREEMENT WITH TRAVEL PHILOSOPHY STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents Like to have arrangements made before leaving Like to stay put at destination Money on travel is well spent Value for vacation money is important Like to make arrangements as go along Take short pleasure trips whenever can Rather travel from place to place than stay put Enjoy making own arrangements Like to go to different places each trip Don't have to spend a lot to enjoy vacation Inexpensive travel to destination is important Often choose places friends have been Prefer a number of short trips over one long trip Important that people speak my language Usually choose places been before Usually travel on reduced fares Don't have to travel to enjoy vacation Worth paying for luxuries Usually buy vacation packages Usually travel on all-inclusive packages Prefer guided tours Usually use travel agent to help choose destination Prefer to leave organizing to co-traveler Just as soon spend on things other than travel Arrangements such a bother rather not travel 2000 3 .8 3 .8 3 .7 3 .6 3 .6 3 .5 3 .5 3 .5 3 A 3 .3 3 .2 2 .9 2 .9 2 .9 2 .7 2 .7 2 .5 2 A 2 ,k 2 .4 2 ,k 2 3 2 2 2 2 Pleasure Travel Markets to North America - Mexico 1988 - Ik - TABLE 33 TRAVEL PHILOSOPHY SEGMENTS INDEPENDENT (2*%) Enjoy making own travel arrangements Take short pleasure trips whenever can Like to make arrangements as I go along Usually travel on reduced fares Prefer to leave travel arrangements to co-traveler Usually use travel agent to help choose destination Prefer to go on guided tours Making travel arrangements are a bother Rather spend money on other things Do not have to travel to enjoy vacation People speak familiar language is important Usually travel on all-inclusive package vacations Usually buy vacation packages PREMIUM PACKAGE (28%) Prefer to leave the organizing to co- traveler Worth paying for luxuries Making travel arrangements are a bother Usually buy vacation packages Usually use a travel agent to help choose destination Usually travel on all-inclusive packages Prefer to go on guided tours Rather spend money on other things People speak familiar language is important Don't have to spend a lot of money to enjoy vacation Like to make arrangements as I go along Enjoy making own travel arrangements Deviation from overall statement mean +0 .3 +0 .3 +0 .3 -0 A -0 .5 -0 .5 -0 .6 -0 .6 -0 .6 -0 .6 -0 .7 -0 .8 -0 .8 +0 .6 +0 .6 +0 .6 +0 .5 +0 .5 +0 A +0 A +0 .3 +0 .3 i -0 .3 -0 .3 -0 .3 Pleasure Travel Markets to North America - Mexico 1988 75 - TABLE 33 (cont'd) TRAVEL PHILOSOPHY SEGMENTS BUDGET PACKAGE (25%) Usually travel on all-inclusive packages Usually buy vacation packages Prefer guided tours on overseas trips Use travel agent to help decide destination Usually travel on reduced fares Inexpensive travel to destination is important Prefer several short trips over one long trip Worth paying for luxuries Making travel arrangements are a bother Choose vacation places been before RELUCTANT (23%) Do not have to travel to enjoy vacation Rather spend money on other things People speak familiar language is important Choose vacation places been before Making travel arrangements are a bother Prefer short trips over one long trip Don't have to spend a lot to enjoy vacation Prefer guided tours Usually travel on all-inclusive packages Use travel agent to help decide destination Usually buy vacation packages Deviation from overall statement mean +0.9 +0.9 +0.6 +0.5 +0.5 +0.2 -0.3 -0.3 -0.4 -0.5 +0.6 +0.5 +0.4 +0.4 +0.3 +0.3 +0.3 -0.5 -0.6 -0.6 -0.7 Pleasure Travel Markets to North America - Mexico 1988 - 76 - TABLE 34 TRAVEL PHILOSOPHY SEGMENTS DEMOGRAPHICS TRAVEL PHILOSOPHY SEGMENT Premium Budget Independent Package Package Reluctant Total traveler traveler traveler traveler Total respondents (100%) 2000 484 553 495 466 % % % % % Sex ^^ Male 50 51 49 45 © Female 50 49 51 © v Age 18 - 24 years 31 31 33 28 32 25 - 34 years 24 27 20 © 20 35 - 44 years 20 19 20 zo 20 45 - 54 years 12 13 14 10 11 55 - 64 years 8 8 6 8 9 65 years or over 6 3 7 4 8 Marital status Single 41 43 41 39 40 Married 55 54 54 57 54 Living together * * - * - Divorced/separated/ widowed 2 2 2 2 2 Other 3 2 3 2 4 Occupation Owner 3 4 3 3 3 Manager/executive 11 12 10 13 11 Professional/technical 22 22 22 25 19 Clerical/sales 12 13 12 13 11 Skilled worker 4 4 4 4 6 Unskilled worker 1 1 * * 1 Student 18 17 20 16 18 Retired 4 3 3 3 6 » Homemaker 24 24 24 23 23 Other 1 1 1 * 1 City Mexico City 40 38 42 9 31 Guadalajara 16 18 11 (22) Monterrey 16 U 19 13 T8 Hermosillo 9 © 6 A 9 Merida 9 V 9 © 7 Juarez 10 7 13 V 13 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 77 - TABLE 34 (cont'd) TRAVEL PHILOSOPHY SEGMENTS DEMOGRAPHICS Total respondents (100%) Education Elementary school Junior high school Technical/commercial Senior high school University Life cycle Living alone Living with one adult Single with children Couple with children Other TRAVEL PHILOSOPHY SEGMENT Premium Budget Independent Package Package Reluctant Total traveler traveler traveler traveler 2000 484 553 495 466 % % % % % 6 5 6 3 © 7 6 9 7 V 15 13 16 16 14 22 20 24 21 23 50 © 45 ® 44 2 1 3 1 2 9 9 8 11 10 23 23 24 21 25 42 44 41 44 37 24 22 24 23 26 Living arrangement Live alone 2 1 3 1 2 Live with children 66 67 67 66 63 Live without children 32 32 30 33 35 Mean no. of adults 18 years or over 3.2 3.2 3.2 3.2 3.3 Whether any children under 18 years in household Yes 66 67 67 66 63 No 34 33 33 34 37 Household income in pesos (1987 financial year) 11,000,000 or less 26 23 22 27 © 11,000,001 - 17,000,000 21 19 20 21 23 17,000,001 - 25,000,000 19 20 22 20 16 Over 25,000,000 25 © 27 25 18 Refused 9 8 10 8 10 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 78 TABLE 35 TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS Total respondents (100%) Mean no. of 4+ night pleasure trips in past 3 years Destinations visited TRAVEL PHILOSOPHY SEGMENT Premium Budget Independent Package Package Reluctant Total traveler traveler traveler traveler 2000 S.O in past 3 years** Short haul - Mexico 88 - Central America 3 - Border states 58 Long haul - Elsewhere 38 88 553 7.7 495 7.4 466 % 7.3 42 87 & 84 2 3 3 5S ® 60 38 42 28 Destinations visited on two most recent trips outside Mexico ** U.S. total (84) (85) (85 Border states 63 67 Elsewhere in main land U.S. 20 17 (2J Hawaii /Guam/Samoa 1 1 Europe 7 6 6 Canada 3 4 2 West Indies/Caribbean 2 1 2 South America 2 1 3 Central America 1 1 1 Near/Middle East * * * Asia * 1 * (77) 51 9 * Less than 0.5% ** Based on 1 ,880 respondents who had actually taken at least one such trip *** Based on 2,333 such trips taken by respondents Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 79 TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Premium Budget Independent Package Package Reluctant Total traveler traveler traveler traveler Total respondents (100%) 2000 484 553 495 466 % % % % % One destination outside Mexico most like to visit Europe 41 42 43 42 38 U.S. total 28 26 27 24 (®\ Border states 13 10 13 10 uil Elsewhere in mainland U.S. 12 13 11 11 B Hawaii/Guamn/Samoa 3 3 4 3 2 Asia 9 10 9 9 6 Canada 8 6 7 10 8 South America 5 4 5 6 5 Africa 3 3 3 1 2 West Indies/Caribbean 3 4 2 4 2 Near/Middle East 2 3 3 2 3 Australia/New Zealand 1 2 1 1 1 Central America * 1 - 1 1 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 80 - TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Premium Budget Independent Package Package Reluctant Total traveler traveler traveler traveler Total respondents took trip outside Mexico (100%) 1442 392 398 334 316 % % % % s" — V % Mean no. of nights away on trip 22.1 20.2 18.6 fe) 24.4 Season trip was taken V — s Winter 15 16 15 14 16 Spring 16 13 15 18 17 Summer 44 47 44 46 40 Fall 25 24 26 22 28 Type of trip (Two most recent) Touring trip 39 35 44 @ 29 Visit friends and relatives 32 33 29 22 © Combined business and pleasure 13 A 13 13 13 City 8 © 5 6 6 Resort 4 K^ 5 4 2 Exhibition, special event or theme park 3 3 3 5 3 Outdoor trip 1 1 1 1 1 Cruise 1 1 1 1 * People traveled with Wife/husband/girl friend/boy friend 37 39 35 41 32 Other relatives 33 31 37 28 35 Child(ren) 23 26 22 24 19 Traveled alone 21 23 15 20 © Father/mother 17 18 © 13 T6 Friends 12 11 13 15 7 Organized group/club/etc. 2 1 2 1 1 Business associates/colleagues 1 * 2 2 1 Mean no. of people in travel party 3.4 Mean no. of children under 18 in travel party 0.9 3.3 1.0 3.7 1.0 3.4 0.8 3.2 0.9 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 81 - TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Premium Budget Independent Package Package Reluctant Total traveler traveler traveler traveler Total respondents took trip outside Mexico (100%) 1**2 392 398 334 316 % % % °A % Sources of information used in planning Travel agent 32 2k 38 f 17 Friends/family 31 27 29 (39) Brochures/pamphlets 8 7 9 £* ) V Airline 6 6 k 3 8 Newspaper/magazine article 3 1 3 5 1 Embassy/consulate 2 2 1 1 2 Government tourism office/board 2 2 2 2 1 Books/library 1 1 * 2 1 Tour operator/company 1 - 1 2 1 Advertisements 1 2 2 2 * Clubs/associations 1 1 1 * 2 Other 1 1 1 1 1 None 36 © 30 27 © Trip type Independent 72 © (I) SI © All-inclusive guided tour 13 k 20 k Flight and accommodation package only 13 8 13 2-% k Guided tour only 3 1 3 ~3 1 Where booked Stayed with friends/relatives 47 51 39 37 @ Travel agent 38 30 © @ i Z5 Direct with hotel etc. 19 21 19 18 Airline 17 21 16 12 18 Tour company/holiday company 1 - 1 2 - Other 5 5 5 5 6 Did not book accommodation in advance 12 12 11 9 16 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 82 - TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Premium Budget Independent Package Package Reluctant Total traveler traveler traveler traveler Total respondents took trip outside Mexico (100%) 1**2 392 398 33* 310 % % %. % % Number of months before leaving - decided on destination 1 month or less 6* 61 6* 61 Over 1 month to 2 months 11 11 11 10 10 Over 2 months to 3 months 7 9 8 9 * Over 3 months to * months * 5 * * 2 Over * months 15 1* 13 17 1* Number of months before leaving - trip was booked Vz month or less 73 72 72 65 © Over x h month to 1 month 17 17 17 2* 10 Over 1 month to 2 months 5 5 6 5 3 Over 2 months 6 6 5 6 * Total trips to U.S. taken by respondents (100%) 1953 570 5*3 392 **7 % % % % % Mode of transportation used to enter U.S. Plane *7 *3 51 © £Q Private car *2 © 38 36 © Bus 8 JS 9 6 Id Rented car 1 1 1 1 i Train 1 * 1 1 i Camper or RV 1 1 * 1 i Boat * - - * - Mode of transportation used within U.S, ft Private car 69 73 65 60 ® Rented car 18 18 21 © IT Public transportation (within cities) 11 8 1* 13 11 Bus (between cities) * 3 * 8 3 Plane 3 2 5 * 2 Camper or RV 1 1 1 2 1 Train 1 1 1 1 1 Boat 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 - Mexico 1988 - 83 - TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Total trips to Canada taken by respondents (100%) Mode of transportation used to enter Canada Plane Bus Private car Camper or RV Mode of transportation used within Canada Private car Bus (between cities) Rented car Public transportation (within cities) Plane Train Camper or RV Boat Total Independent traveler Premium Package traveler Budget Package traveler Reluctant traveler 68 % 25+ % 15+ % 19+ % 8 + % 69 20 9 2 69 16 11 3 77 18 5 51 36 11 87 13 15 59 31 31 63 38 21 kl 53 37 19 28 22 11 - 17 21 10 17 18 9 19 5 1 - 7 1 5 7 17 5 6 10 - - 2 - - - 19 + Note: Small base Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 84 - TABLE 36 TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA TRAVEL PHILOSOPHY SEGMENT Premium Budget Independent Package Package Reluctant Total traveler traveler traveler traveler Total respondents (100%) 2000 484 553 495 466 % % % % % Provinces and Territories Newfoundland/Labrador 6 6 7 4 6 P.E.I. 1 1 1 1 2 Nova Scotia 2 2 2 3 1 New Brunswick 1 1 1 1 - Quebec 74 72 73 77 73 Ontario 78 78 77 79 77 Manitoba 6 6 8 5 5 Saskatchewan 6 5 8 4 7 Alberta 22 23 24 18 23 British Columbia 36 40 33 37 33 Yukon 6 5 6 6 7 Northwest Territories 2 1 2 2 4 Specific Destinations Montreal 49 51 48 51 44 Quebec City 42 39 41 45 43 Niagara Falls 29 31 27 33 26 Toronto 23 23 23 22 22 Ottawa 21 23 21 23 18 Vancouver 18 22 16 17 17 Calgary 12 14 14 9 12 Vancouver Island 11 12 11 13 9 Regina 4 3 5 1 4 Victoria 3 4 3 4 3 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 85 - TABLE 37 TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. TRAVEL PHILOSOPHY SEGMENT Premium Budget Independent Package Package Reluctant Total traveler traveler traveler traveler Total respondents (100%) 2000 484 553 495 466 % % % % % Top States California 62 58 60 63 65 New York 39 43 39 43 30 Florida 33 34 33 36 29 Texas 21 17 23 17 (26) Nevada 20 19 19 22 zo Washington D.C. 17 18 17 18 14 Louisiana 9 9 8 10 8 Illinois 9 11 9 8 8 Arizona 7 8 5 7 8 Colorado 7 8 8 5 7 Pennsylvania 5 6 6 4 4 Washington 4 6 3 4 5 Massachusetts 4 5 3 4 4 8 Travel Regions Travel South 42 43 42 46 38 Visit U.S. West 75 75 73 75 79 New England 5 6 4 5 5 Old West Trail Foundation 4 5 5 3 5 America's Heartland 14 15 14 14 13 Foremost West 17 18 16 15 18 George Washington Country 21 23 21 22 18 Great Lakes 18 18 17 18 \7 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 86 TABLE 37 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. TRAVEL PHILOSOPHY SEGMENT Total respondents (100%) 1 1 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding N.Y.) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands Miscellaneous New York City Los Angeles San Francisco Miami Las Vegas Disneyland Houston San Diego Chicago New Orleans Orlando Dallas San Antonio Boston Premium Budget Independent Package Package Reluctant Total traveler traveler traveler traveler 2000 484 553 495 466 % % % % % 8 8 10 7 6 2 1 2 2 2 5 6 4 5 5 43 46 44 47 34 5 6 6 5 5 15 16 15 15 15 48 48 49 52 42 20 21 20 21 18 30 26 31 28 © 35 35 34 35 37 65 62 63 67 69 6 8 4 6 7 * 1 * * * 33 36 33 37 27 24 27 26 (32* 25 26 24 27 20 19 21 21 19 16 14 16 19 16 10 9 12 10 11 9 7 9 7 11 9 9 9 7 13 8 10 8 7 8 8 8 7 9 7 6 6 6 7 3 5 2 7 3 7 5 4 6 4 6 4 5 3 4 4 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 87 - TABLE 38 TRAVEL PHILOSOPHY SEGMENTS MEDIA READERSHIP TRAVEL PHILOSOPHY SEGMENT Premium Budget Independent Package Package Reluctant Total traveler traveler traveler traveler Total respondents (100%) 2000 484 553 495 466 % % % % % Top 5 daily newspapers Excelsior 26 25 25 © 21 El Universal 16 17 17 17 13 El Informador 11 14 8 11 15 Novedades 10 7 11 11 10 El Norte, Edicion el Sol 10 10 12 7 10 Top 5 weekly magazines Proceso 23 26 23 24 21 Impacto 23 24 21 23 22 Time 17 20 16 20 13 T.V. Novelas 15 15 @ 15 12 Siempre 10 10 ID 11 10 Top 5 monthly magazines Selecciones 63 64 62 65 59 Contenido 21 24 21 20 20 Vanidades 20 19 19 © 17 Mecanica Popular 12 11 11 JD © Buen Hogar 12 11 11 05) if Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 88 - 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. Topping the list of benefits for Mexican travelers was the desire to have fun and be entertained (3.9). Other attributes given high ratings related more to expanding their horizons. These attributes included learning new things, increasing knowledge (3.8), seeing as much as possible in the time available (3.8), seeing and experiencing a foreign destination (3.7), traveling through places important in history (3.6), experiencing new and different lifestyles (3.5) and trying new foods (3.4). Just getting a change was another important benefit based on the ratings given to escaping from the ordinary (3.6) and getting a change from a busy job (3.5). Being physically active (3.5) was also important, as were attributes offering a sense of safety and familiarity e.g. traveling to places where they feel safe and secure (3.5), being together as a family (3.5), and feeling at home away from home (3.4). While roughing it (2.4) was not particularly appealing to respondents, neither was indulging in luxury (2.2). The lowest rating of all was given to doing nothing at all (1.4). (Reference: Table 39) Pleasure Travel Markets to North America - Mexico 1988 - 89 - 6.2 Segments A total of four benefit segments were identified in the analysis. FIGURE 7 BENEFIT SEGMENTS FAMILY (17%) SPORTS AND ADVENTURE (35%) SOCIAL GETAWAY (24%) ADVENTURE (25%) Based on total sample of 2,000 respondents The following descriptions indicate the ways in which each group is different from the average: Social Getaway traveler (24%) Adventure traveler T25%) This group has a social orientation to travel in that they are interested in visiting friends and family on their vacation. They want to be together as a family and to feel at home away from home. This social orientation provides a means of getting away from the demands of home. This group is definitely not interested in sports activities and adventure. Family related activities are of little interest to this group of travelers. They prefer to find excitement and adventure as opposed to traveling to places where they feel safe and secure. Unlike the Social Getaway traveler, they are not Pleasure Travel Markets to North America - Mexico 1988 - 90 - interested in reliving past good times but instead want to experience new and different lifestyles. They want to be free to act the way they feel. They are similar to the Social Getaway traveler, however, in the sense that they have little interest in watching or participating in sports. Sports and Adventure traveler (35%) - This segment is similar to the Adventure segment in terms of sharing an interest in thrills, adventure, and generally being free to act the way they feel. Whereas the Adventure group has little interest in sports activities, however, this group is interested in sports as a way of challenging themselves. Family traveler (17%) - This group is similar to the Social Getaway segment by virtue of having a strong family orientation. Visiting friends and relatives, being together as a family, or visiting places their family came from are what these travelers are looking for. Unlike the Social Getaway segment, however, they are less concerned with escaping their present situation and reliving the past. They have no need to rediscover themselves, and wish to be with family and friends for their own sake. (Reference: Table 40) Pleasure Travel Markets to North America - Mexico 1988 _ - 91 - 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 (77%) 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. As would be expected, the Action segment is strongly associated with the attributes "participating in sports", "being physically active" and "watching sporting events". The Social Safety group is in turn strongly associated with a variety of family related attributes, as well as "safety and security in destination". The Experiential group on the left side of the map lies in the direction of such attributes as "experiencing new/different lifestyles", "escaping from the ordinary", and "increasing knowledge, learning new things". The relatively short length of these lines, however, indicates that they were not strong in terms of discriminating between the four groups. The Experiential group is also strongly dissociated with sports and family related items. Luxury travelers are also dissociated with sports and family related items, but less strongly. Getting away and doing nothing at all are important to this group. Both the Adventure group and the Sports and Adventure group are associated with such attributes as the right side of the map as "being daring and adventuresome", "finding thrills and excitement", and "being free to act the way I feel". The Sports and Adventure group, however, is positioned more to the top of the map near the two sports related attributes. Both the Family and the Social Getaway groups are associated with the various attributes relating to friends and family on the left side of the map. The Social Getaway group, however is more interested in "getting away from the demands of home", and slightly less interested in sports. (Reference: Figure 8) Pleasure Travel Markets to North America - Mexico 1988 - 92 - 00 5 o H H fa fa w PQ o fa PLm C4 U in - 93 - 6.3 Segment profiles The following characteristics disproportionately describe each segment: Social Getaway traveler - More likely than average to be: - female - older (45 years or more) - married - a homemaker or retired - living in Monterrey - primary, junior college or trade/technical/business school educated - a couple with children - a lower income - More likely than average to have: - taken a trip to visit friends and relatives - traveled with a spouse/girl friend/boy friend, or children - booked with a travel agent - More likely than average to be interested in: - visiting the mainland U.S., particularly the border states - visiting Quebec City in Canada - visiting San Antonio in the U.S. - More likely than average to read El Informador , El Norte (Edicion el Sol) , Vanidades , and Buen Hogar Adventure traveler - More likely than average to be: - between 18 and 2k years old - single - a manager/executive - employed in a professional/technical occupation - living in Mexico City - university educated - higher income - More likely than average to have: - taken more pleasure trips in the past 3 years - taken a long haul trip - visited Europe or a U.S. long haul destination - taken a trip of more nights duration - taken a touring type of trip - traveled alone - used a travel agent in planning their trip - booked with a travel agent or directly with the hotel - entered the U.S. by plane - used a rented car within the U.S. Pleasure Travel Markets to North America - Mexico 1988 - Sk - - More likely than average to be interested in: - visiting Montreal and Vancouver Island in Canada - visiting New York (mainly New York City), Florida and Louisiana in the U.S. - visiting the Travel South travel region in the U.S. - More likely than average to read Excelsior and Time Sports and Adventure traveler - More likely than average to be: - male - younger (18-24 years of age) - single - a student or in a clerical/sales occupation - single with children - high school educated - More likely than average to have: - visited a U.S. long haul destination - taken a trip of more nights duration - traveled with friends that were not girl or boy friends - More likely than average to read Time Family traveler - More than likely than average to be: - older (55-64 years of age) - a homemaker - living in Guadalajara or Hermosillo - More likely than average to have: - visited the U.S. border states - taken a trip to visit friends and relatives - traveled with wife/husband/girl friend/boy friend or children - not used any sources of planning information - stayed with friends and relatives - entered the U.S. by private car - used a private car within the U.S. - More likely than average to be interested in: - visiting the U.S., mainly the U.S. border states - visiting Vancouver in Canada - More likely than average to read El Informador , Impacto and Selecciones (Reference: Tables 41 to 45) kets to North America - Mexico 1988 - 95 6.4 Implications The two potentially strongest markets that may be influenced by promotional activities are the Sports and Adventure , and the Adventure segments. Both of these groups tend to be young and single, and as such may be more interested in venturing further from home to destinations they have not visited before. Since the Sports and Adventure group is predominately male and interested in sports as well as adventure and excitement, one would suspect that an increased awareness of North America's outdoor and sports opportunities, such as skiing, mountain climbing and white water rafting, would draw more of this group to the U.S. and Canada. The Adventure segment is a wealthier, well-educated group that is more evenly split between males and females. They have little interest in sports but are adventurous in the sense that they would like to experience foreign destinations. They did express an interest in visiting New York and Montreal which suggests that it may be necessary to position these and other large cities in North America as exciting destinations offering different cultures and lifestyles. Because their main motive for travel is to visit friends and relatives, the Social Getaway and Family segments are the two most difficult groups to influence from a marketing standpoint. 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 control. Pleasure Travel Markets to North America - Mexico 1988 - 96 - TABLE 39 IMPORTANCE OF BENEFIT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents 2000 Having fun/being entertained 3.9 Learning new things, increasing knowledge 3.8 Seeing as much as possible in the time available 3.8 Seeing and experiencing a foreign destination 3.7 Escaping from the ordinary 3.6 Traveling through places important in history 3.6 Experiencing new and different lifestyles 3.5 Getting a change from a busy job 3.5 Being physically active 3.5 Traveling to places feel safe and secure 3.5 Being together as a family 3.5 Trying new foods 3.4 Feeling at home away from home 3.4 Meeting people with similar interests 3.3 Being free to act the way I feel 3.1 Experiencing a simpler lifestyle 3 . 1 Visiting friends and relatives 3.1 Finding thrills and excitement 3.0 Talking about the trip after I return home 3.0 Visiting places family came from 3.0 Rediscovering myself 2.9 Reliving past good times 2.9 Getting away from the demands of home 2.8 Watching sports events 2.7 Being daring and adventuresome 2.6 Participating in sports 2.5 Going places friends haven't been 2.5 Roughing it 2.4 Indulging in luxury 2.2 Doing nothing at all 1 .4 Pleasure Travel Markets to North America - Mexico 1988 - 97 - TABLE 40 TRAVEL BENEFIT SEGMENTS Deviation from overall statement mean SOCIAL GETAWAY (24%) Getting away from the demands of home +0.5 Reliving past good times +0.4 Visiting friends and relatives +0.3 Visiting places my family came from +0.3 Being together as a family +0.2 Feeling at home away from home +0.2 Finding thrills and excitement -0.6 Being daring and adventuresome -0.7 Watching sporting events -0.8 Participating in sports -0.8 ADVENTURE (25%) Finding thrills and excitement +0.4 Being daring and adventuresome +0.3 Being free to act the way I feel +0.3 Experiencing new and different lifestyles +0.2 Feeling at home away from home -0.3 Reliving past good times -0.3 Going places friends have not been -0.3 Being together as a family -0.4 Traveling to places feel safe and secure -0.4 Watching sporting events -0.5 Participating in sports -0.5 Talking about trip after I return -0.6 Visiting places family came from -0.8 Visiting friends and relatives -0.8 Pleasure Travel Markets to North America - Mexico 1988 - 98 - TABLE 40 (cont'd) TRAVEL BENEFIT SEGMENTS SPORTS AND ADVENTURE (35%) Participating in sports Watching sporting events Being daring and adventuresome Going places friends have not been Rediscovering myself Being free to act the way I feel Finding thrills and excitement Feeling at home away from home Getting away from the demands of home FAMILY (17%) Visiting friends and relatives Being together as a family Feeling at home away from home Visiting places my family came from Traveling to places feel safe and secure Reliving past good times Indulging in luxury Finding thrills and excitement Being daring and adventuresome Going places friends have not been Being free to act the way I feel Rediscovering myself Deviation from overall statement mean +0 .9 +0 .8 +0, .6 +0 .6 +0 .5 +0 A +0 A -0 .1 -0 .1 +0, .3 +0. .3 +0, .3 +0, .2 +0, .2 -0, A -0, .5 -0. .5 -0, .6 -0, .5 -0. ,9 -1. .1 Pleasure Travel Markets to North America - Mexico 1988 - 99 - TABLE 41 BENEFIT SEGMENTS - DEMOGRAPHICS Total respondents (100%) Sex Age Male Female 18 - 24 years 25 - 34 years 35 - 44 years 45 - 5k years 55 - 6k years 65 years or over Marital status Single Married Living together Divorced/separated/widowed Other Occupation Owner Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Student Retired Homemaker at* Other Mexico City Guadalajara Monterrey Hermosillo Merida Juarez Total 2000 % 50 50 31 2k 20 12 8 6 kl 55 * 2 3 11 22 12 k 1 18 k 2k 1 40 16 16 9 9 10 Social Getaway k77 7k © 10 22 22 /if) 13 2 6 19 7 k 6 BENEFIT SEGMENT Adven- ture 489 % 56 kk 29 23 2J. s* It) 11 7 13 11 9 11 Sports and Adventure 693 % © 36 42 15 19 5 7 11 Family 337 % 46 54 34 60 2 4 4 10 22 11 4 * 15 4 27 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 100 - TABLE 41 (cont'd) BENEFIT SEGMENTS - DEMOGRAPHICS BENEFIT SEGMENT Total respondents (100%) Education Elementary school Junior high school Technical/commercial Senior high school University Life cycle Living alone Living with one adult Single with children Couple with children Other Total 2000 % 6 7 15 22 50 2 9 23 42 24 Social Getaway 477 1? 11 37 2 13 9 Adven- ture 489 2 6 8 22 23 26 36 26 Sports and Adventure 693 % 1 35 23 Family 337 % 8 7 17 19 49 2 11 19 46 23 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 2 66 32 3.2 2 64 34 3.0 3 63 34 3.3 1 2 70 66 29 32 _A 3.1 66 64 63 70 66 34 36 37 30 34 Household income in pesos (1987/1988 financial year) 11,000,000 or less 26 (M) 21 26 27 11,000,001 - 17,000,000 21 22 18 20 22 17,000,001 - 25,000,000 19 19 19 20 21 Over 25,000,000 25 16 (52) 26 23 Refused 11 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 101 - TABLE 42 BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Total Social Getaway Adven- ture Sports and Adventure Family Total respondents (100%) Mean no. of 4+ night pleasure trips in past 3 years 2000 % 8.0 477 % 7.0 489 % © 693 % 7.9 337 % 7.8 Destinations visited in past 3 years** Short haul - Mexico - Central America - Border states Long haul - Elsewhere 88 3 58 38 82 3 61 36 91 5 56 © 90 3 54 32 87 2 (66) Destinations visited on two most recent trips outside Mexico*** U.S. total Border states Elsewhere in mainland U.S. Hawaii/Guam/Samoa 84 63 20 1 86 68 18 * 79 53 86 (23) 88 1 Europe Canada South America West Indies/Caribbean Central America Near/Middle East Asia 7 3 3 2 1 * * 7 3 2 2 1 1 q> 2 3 2 * 1 5 3 2 1 2 1 * 5 3 2 1 1 * * * Less than 0.5% ** Based on 1,880 respondents who had actually taken at least one such trip *** Based on 2,333 such trips taken by respondents Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 102 - TABLE 42 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Social Adven- Sports and Total Getaway ture Adventure Family Total respondents (100%) 2000 477 489 693 337 % % % % % One destination outside Mexico most like to visit Europe 41 36 44 44 41 U.S. total 28 (5%\ 21 26 m\ Border states 13 V20j 7 11 U7J Elsewhere in mainland U.S. 12 12 12 13 ^9 Hawaii/Guam/Samoa 3 2 3 3 2 Asia 9 9 11 7 8 Canada 8 9 8 8 6 South America 5 4 5 6 4 Africa 3 1 3 3 1 West Indies/Caribbean 3 2 4 3 5 Near/Middle East 2 4 1 2 3 Australia/New Zealand 1 1 1 1 * Central America * 1 1 - 1 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 103 - TABLE 42 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Social Adven- Sports and Total Getaway ture Adventure Family Total respondents took trip outside Mexico (100%) 1442 357 363 455 264 % % % % % Mean no. of nights s~\ s~\ away on trip 22.1 17.2 I 26 - 3 ) (24.5) 19.0 Season trip was taken K^y \^y Winter 15 13 15 18 15 Spring 16 16 16 16 15 Summer 44 46 47 43 42 Fall 25 26 23 23 29 Type of trip (Two most recent) ^-^ Touring trip 39 39 @ 39 32 Visit friends and relatives 32 (38) 20 30 © Combined business and pleasure 13 10 16 16 To City 8 7 9 5 11 Resort 4 2 6 4 2 Exhibition, special event or theme park 3 3 4 4 2 Outdoor trip 1 1 1 1 * Cruise 1 * 2 2 # People traveled with Wife/husband/girl ^ > ^ friend/boy friend 37 © 33 26 © Other relatives 33 55 31 33 >4 Child(ren) 23 (33) 16 17 (28) Traveled alone 21 15 ® 23 16 Father/mother 17 9 T9 21 19 Friends 12 10 12 © 7 Organized group/club/etc. 2 1 2 2 1 Business associates/colleagues 1 * 1 1 2 Mean no. of people in travel party 3.4 3.6 3.3 3.4 3.4 Mean no. of children under 18 in travel party 0.9 1.1 0.8 0.8 0.9 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 104 - TABLE »2 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Social Adven- Sports and Total Getaway ture Adventure Family Total respondents took trip outside Mexico (100%) 1442 357 363 455 264 % % % % % Sources of information used in planning Travel agent 32 33 © 29 25 Friends/family M 30 31 33 31 Brochures/pamphlets 8 9 10 8 6 Airline 6 5 5 7 7 Newspaper/magazine article 3 2 3 2 2 Embassy/consulate 2 1 3 1 2 Government tourism office/board 2 2 1 2 Books/library 1 * 2 1 Tour operator/company 1 1 1 * Advertisements 1 1 2 2 Clubs/associations 1 1 1 1 Other 1 * 2 1 1 None 36 36 28 37 44 Trip type Independent 84 81 81 85 88 All-inclusive guided tour 7 8 8 6 6 Flight and accommodation package only 7 8 9 6 5 Guided tour only 3 3 2 3 1 Where booked Stayed with friends/relatives 47 50 3J 50 @ Travel agent 38 (44) © 34 Z9 Airline 17 14 17 19 17 Direct with hotel etc. 17 20 23 15 15 Tour company/holiday company 1 * 1 1 - Other 5 4 6 7 3 Did not book accommodation in advance 12 8 14 13 14 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 105 - TABLE 42 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS GMENT BENEFIT SE Social Adven- Sp< Drts and Total Getaway ture Adventure Family Total respondents (100%) 2000 357 363 455 264 % % % % % Number of months before leaving - decided on destination 1 month or less 64 62 64 69 57 Over 1 month to 2 months 11 13 9 9 13 Over 2 months to 3 months 7 7 6 8 11 Over 3 months to 4 months 4 4 4 3 4 Over 4 months 15 15 17 12 16 Number of months before leaving - trip was booked Vz month or less 73 73 66 75 77 Over Yz month to 1 month 17 19 19 16 15 Over 1 month to 2 months 5 3 6 5 5 Over 2 months 6 4 9 5 3 Total trips to U.S. taken by respondents (100%) 1953 475 468 629 377 % % % % % Mode of transportation used to enter U.S. Plane 47 46 © 48 37 Private car 42 42 38 39 © Bus 8 9 4 10 9 Rented car 1 1 1 1 1 Train 1 1 1 * 1 Camper or RV 1 1 1 1 * Boat * - * - - Mode of transportation used within U.S. Private car 69 69 59 70 © Rented car 18 16 @ 18 n Public transportation (within cities) 11 13 12 12 7 Bus (between cities) 4 6 4 4 3 Plane 3 3 5 2 2 Camper or RV 1 2 1 2 2 Train 1 1 1 1 * Boat 1 - 1 1 - * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 106 - TABLE 42 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Social Adven- Sports and Total Getaway ture Adventure Family Total trips to Canada taken by respondents (100%) 68 1*+ 21+ 20+ 13+ % % % % % Mode of transportation used to enter Canada Plane 69 69 79 59 61 Bus 20 18 17 33 8 Private car 9 7 4 8 20 Camper or RV 2 5 - - 6 Mode of transportation used within Canada Private car 45 35 45 43 60 Bus (between cities) 38 36 39 35 44 Rented car 19 11 15 26 20 Public transportation (within cities) 17 16 14 20 20 Plane 9 13 - 4 28 Train 7 - 16 - 8 Camper or RV 5 11 - 4 6 Boat 2 - 4 - 6 + Note: Small base Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 107 - TABLE 43 BENEFIT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA BENEFIT SEGMENT Social Adven- Sports and Total Getaway ture Adventure Family Total respondents (100%) 2000 477 489 693 337 % % % % % Provinces and Territories Newfoundland/Labrador 6 6 5 6 6 P.E.I. 1 1 1 2 1 Nova Scotia 2 1 3 3 2 New Brunswick 1 1 1 # 1 Quebec 74 75 76 72 73 Ontario 78 80 78 77 76 Manitoba 6 6 5 8 4 Saskatchewan 6 6 4 7 5 Alberta 22 20 19 26 23 British Columbia 36 30 39 35 40 Yukon 6 6 6 6 6 Northwest Territories 2 2 3 2 2 Specific Destinations Montreal 49 uu © 48 50 Quebec City 42 © 40 36 42 Niagara Falls 29 32 31 24 33 Toronto 23 22 23 24 21 Ottawa 21 18 24 21 © Vancouver 18 15 18 17 24 Calgary 12 9 9 15 15 Vancouver Island 11 9 © 11 10 Regina 4 3 *i 5 3 Victoria 3 3 3 3 5 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 108 - TABLE 44 BENEFIT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. BENEFIT SEGMENT Social Adven- Sports and Total Getaway ture Adventure Family Total respondents (100%) 2000 477 489 693 337 % % % % % Top States California 62 63 6k 61 57 New York 39 35 m\ 37 40 Florida 33 32 |38J 30 34 Texas 21 24 T8 21 20 Nevada 20 20 18 21 21 Washington D.C. 17 16 19 15 19 Illinois 9 11 7 9 10 Louisiana 9 7 © 8 6 Arizona 7 7 K^ 7 9 Colorado 7 7 5 8 7 Pennsylvania 5 5 6 5 4 Washington 4 3 4 4 5 Massachusetts 4 4 3 5 5 8 Travel Regions Travel South 42 40 ® 39 41 Visit U.S. West 75 7k 77 76 75 New England 5 5 4 5 5 Old West Trail Foundation 4 k 3 4 6 America's Heartland 14 Ik 17 13 13 Foremost West 17 17 13 18 20 George Washington Country 21 20 22 20 22 Great Lakes 18 18 14 19 17 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 109 - TABLE 44 (cont'd) BENEFIT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. BENEFIT SEGMENT Total respondents (100%) 1 1 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding N.Y.) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands Social Adven- Sports and Total Getaway ture Adventure Family 2000 477 489 693 337 % % % % % 8 8 6 8 9 2 1 2 2 2 5 5 4 5 5 43 39 47 42 43 5 5 6 6 4 15 16 12 17 16 48 47 53 45 50 20 19 21 19 22 30 32 31 30 27 35 36 31 36 38 65 66 68 64 62 6 5 7 6 7 * - 1 # * Specific Destinations New York City Los Angeles San Francisco Miami Las Vegas Disneyland Houston San Diego Chicago New Orleans Orlando Dallas San Antonio Boston 33 29 ss> 31 34 27 28 27 29 25 25 26 29 21 25 20 19 20 21 19 16 18 14 17 16 10 12 10 10 10 9 9 7 9 10 9 10 9 10 9 8 9 6 8 10 8 6 11 7 5 6 6 8 4 4 5 4 4 6 3 5 4 «J 4 3 5 4 2 5 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 110 - TABLE 45 BENEFIT SEGMENTS - MEDIA READERSHIP BENEFIT SEGMENT Total respondents (100%) Top 5 daily newspapers Excelsior El Universal El Informador Novedades El Norte, Edicion el Sol Top 5 weekly magazines Proceso Impacto Time T.V. Novelas Siempre Top 5 monthly magazines Selecciones Contenido Vanidades Mecanica Popular Buen Hogar Total 2000 % 26 16 11 10 10 23 23 17 15 10 63 21 20 12 12 Social Getaway k77 20 20 12 15 12 Adven- ture 489 4 11 6 61 20 14 12 8 Sports and Adventure 693 % 26 18 10 10 11 59 20 17 15 9 Family 337 % Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 111 - 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). This interest in vacations as a learning experience appeared to be directed to getting to know more about the local inhabitants and the culture and history that shaped them. High ratings were given to interesting and friendly local people (3.5), culture different from my own (3.4), historic old cities (3.3), and museums and art galleries (3.3). Cleanliness, safety and convenience were also important product needs as high ratings were given to hygiene and cleanliness (3.7), personal safety (3.7), environmental quality of the air, water and soil (3.5), public transportation (3.5), and manageable size to see (3.5). An appreciation for nature and the outdoors was evident in the high ratings given to outstanding scenery (3.5), wilderness and nature (3.4), wildlife or birds (3.4), and national parks and forests (3.3). At the same time, Mexican travelers appreciated hospitality from both the people and the weather as indicated by the ratings given to warm welcome for tourists (3.4) and reliable weather (3.4). Mexicans were also concerned with the costs of travel at their destination, evident in the ratings given to budget accommodation (3.4), and inexpensive travel in destination (3.3). Sports and outdoor activities tended to be among the items rated as least important e.g. golf and tennis (2.0), hunting (2.1), fishing (2.2), snow skiing (2.2), campgrounds and trailer parks (2.2), water sports (2.4) and outdoor activities such as hiking, climbing (2.5). Also low on the scale of importance were casinos and gambling (2.2). (Reference: Table 46) Pleasure Travel Markets to North America - Mexico 1988 - 112 - 7.2 Segments The analysis yielded five different product segments: FIGURE 9 PRODUCT SEGMENTS RURAL CULTURE (14%) OUTDOOR SPORTS (20%) ENTERTAINMENT AND SPORTS (32%) HISTORY AND CULTURE (15%) BUDGET CONSCIOUS (20%) Based on total sample of 2,000 respondents The following comparative descriptions present the distinguishing characteristics of each group: History and Culture traveler (15%) The historical/cultural aspect of this segment comes from their above average interest in seeing historical sites, museums and art galleries, and historic old cities. They also see short guided tours as an important means of fulfilling some of these interests. Of little appeal to this group are sports or beach activities. Perhaps for this reason, a reliable sunny climate is not so important to them. Pleasure Travel Markets to North America - Mexico 1988 113 Budget Conscious traveler (20%) Entertainment and Sports traveler (32%) The primary concern of this group is to minimize the costs of travel. Their tendency to budget was expressed in the above average ratings they gave to inexpensive restaurants and travel at their destination, as well as to budget accommodation. At the same time, they appreciate the amenities of a first class hotel, provided they are getting value for their money. They are least interested in making use of sports, entertainment or outdoor facilities. This group is attracted to a fast-paced environment that includes casinos and gambling, nightlife and entertainment, and high quality restaurants. They are also interested in a number of sports related activities such as water sports, snow skiing, golf and tennis, hunting and fishing. It is therefore not surprising that they are interested in spectator sporting events as entertainment. They are also attracted to beaches and the seaside, and to cruises that perhaps offer the entertainment and sports facilities they seek. Outdoor Sports traveler (20%) This is another sports segment, but in contrast to the Entertainment and Sports segment, this group is not drawn to nightlife, gambling and high quality restaurants. They prefer outdoor sports and physical activities that take them closer to nature. By staying in campgrounds and trailer parks they can engage in activities such as hiking and climbing, fishing, hunting and water sports and, at the same time, enjoy the physical beauty of mountains, lakes and rivers. Rural Culture traveler (1*%) Respondents in this segment are also interested in nature and the outdoors e.g. lakes and rivers and wilderness and undisturbed nature. More importantly, however, these travelers share an interest in learning more about the culture of the people at their destination. Their curiosity in the background of the local inhabitants is evident in the high ratings they gave to interesting small towns and villages, cultures different from their own, and local crafts and handiwork. They are also interested in attending local festivals, museums and art galleries and historical sites. These travelers do not look for product items associated with sports and entertainment. (Reference: Table 47) Pleasure Travel Markets to North America - Mexico 1988 - 114 - A visual summary of the differences among the segments was produced on a discriminant map. The two dimensions shown on the map accounted for 83% 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 Sports and Entertainment group is located on the right side of the map showing an association with such attributes as casinos and gambling, nightlife and entertainment, and a variety of sports activities. The Outdoor Sports group is also associated with a variety of sports activities, but in more of a nature context. The Rural Culture and History and Culture groups share an association with historical sites, museums and art galleries, and other culture related product items. The Rural Culture group, however, is associated with a number of attributes relating to the outdoors, while the History and Culture group is just the opposite. The Budget Conscious group is situated near a variety of budget related items plus first class hotels, but its position is also determined by its dissociation with outdoors, sports and entertainment related items. (Reference: Figure 10) Pleasure Travel Markets to North America - Mexico 1988 - 115 - - 116 - 7.3 Segment profiles The following characteristics disproportionately describe each product segment: History and Culture traveler - More likely than average to be: - a manager/executive or employed in a professional/technical occupation - university educated - higher income - living in Mexico City or Merida - More likely than average to have: - taken more long haul trips - traveled elsewhere in the mainland U.S. or to Europe in the past 3 years - taken a touring type of trip - used a travel agent or brochures and pamphlets in planning their trip - taken an all-inclusive guided tour or a flight and accommodation package - booked with a travel agent - entered the U.S. by plane - used a rented car within the U.S. - More likely than average to be interested in: - visiting Europe - visiting Quebec, mainly Montreal in Canada - visiting New York (mainly New York City) and Louisiana in the U.S. - visiting the Middle Atlantic census division in the U.S. - More likely than average to read Excelsior , Proceso , and Siempre Budget Conscious traveler - More likely than average to be: - female - older (55 years of age or more) - married - a homemaker - junior college or trade/technical/business school educated - a couple with children - lower income - living in Guadalajara Pleasure Travel Markets to North America - Mexico 1988 - 117 - - More likely than average to have: - taken a trip in the fall - traveled with a spouse/girl friend/boy friend or children - used friends/family in planning their trip - More likely than average to be interested in: - visiting Quebec (mainly Quebec City) in Canada - visiting the U.S., mainly the border states - visiting California, mainly San Francisco in the U.S. - visiting the U.S. West travel region and the Pacific census division in the U.S. - More likely than average to read El Informador , Selecciones , Vanidades , and Buen Hogar Entertainment and Sports traveler - More likely than average to be: - male - young (18-24 years of age) - single - student - university educated - single with children - slightly higher income - More likely than average to have: - taken more pleasure trips within the past 3 years - traveled to the U.S., particularly the border states, in the past 3 years - traveled with their father and mother - used friends/family in planning their trip - decided on their destination with 1 month or less lead time - More likely than average to be interested in: - visiting Alberta, mainly Calgary in Canada - visiting Toronto in Canada - More likely than average to read T.V. Novelas Outdoor Sports traveler - More likely than average to be: - young (18-24 years) - male - high school educated - single with children - living in Monterrey or Juarez Pleasure Travel Markets to North America - Mexico 1988 - 118 - - More likely than average to have: - traveled alone - not booked accommodation in advance - used a private car within the U.S. - More likely than average to be interested in: - visiting British Columbia in Canada - visiting Arizona, Foremost West travel region, and the East North Central census division in the U.S. - More likely than average to read El Norte (Edicion el Sol) Rural Culture traveler - More likely than average to be: - female - 55 years or older - a homemaker - primary school educated - living in a household without children - living in Mexico City - More likely than average to have: - visited destinations in Europe - taken trips of more nights duration - visited friends and relatives - stayed with friends and relatives - booked directly with an airline - More likely than average to be interested in: - visiting the U.S. border states - More likely than average to read Excelsior (Reference: Tables 48 to 52) Pleasure Travel Markets to North America - Mexico 1988 - 119 - 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: History and Culture Budget Conscious Travel philosophy Budget Package Budget Package Reluctant Entertainment and Sports Premium Package Outdoor Sports Reluctant Rural Culture Independent Benefit Adventure Social Getaway Sports and Adventure Sports and Adventure Social Getaway Family (Reference: Table 53) Pleasure Travel Markets to North America - Mexico 1988 - 120 - 7.5 Implications The marketing implications for each of the five product segments are discussed below in turn. History and Culture Budget Conscious Entertainment and Sports Even though this segment tends to earn a higher income, it is the most likely to have a Budget Package travel philosophy. Being well-represented in the Adventure benefit segment, they are enthusiastic travelers looking for new experiences in foreign destinations. This is the segment most likely to take long haul trips to Europe. Being willing to travel long distances, they can be considered a strong potential market for travel to the U.S. and Canada. In fact, although the differences were not strong, they were the segment already the most interested in Canada. Although they were no more likely than average to have traveled in North America, they did express an above average interest in visiting large cities like New York and Montreal. Improvements in package travel and the promotion of North American cultural features appear to be necessary to attract more of this segment. This is not a promising segment. They have no particular product interests other than that they be inexpensive. They are made up disproportionately of Reluctant and Social Safety travelers, neither of which have a particular interest in the travel experience. Products aimed at the Budget Package travelers would have a cross appeal to this group, but marketing efforts would be better directed at the remaining product segments. Made up disproportionately of Sports and Adventure travelers, it is clear that this group is looking for an active, exciting vacation. It is not surprising that these travelers are relatively young and male. They are also more likely than average to be Premium Package travelers. Their wide range of interest from skiing to beaches suggests that they would do different things on different trips. Because there are more students in this segment than in others, it is possible that for many of them the costs of travel are covered by their parents. In fact, they are the group already most likely to travel with their father and mother. Regardless of who pays for the costs of a vacation, they can be considered a promising segment for the reason that they tend to take more pleasure trips than other segments. Pleasure Travel Markets to North America - Mexico 1988 - 121 - Outdoor Sports - There is a good fit between the outdoor sports products desired by this group and the opportunities in Canada and the U.S. to take part in them. Currently, however, this group does not show a particular interest in traveling within North America. This segment would therefore seem to provide an opportunity for significant growth in the future. Not surprisingly, this is a male group including a large number of Sports and Adventure travelers. Rural Culture This is another group offering a good fit between product needs and product offerings in Canada and the U.S. At the same time, this is an older, female group predominantly from the Social Getaway and Family benefit segments. There is therefore some question as to the extent to which they would translate their product needs into actual travel. This does not mean that this group should be ignored, just that the level of marketing effort might be somewhat tempered. Pleasure Travel Markets to North America - Mexico 1988 - 122 - TABLE 46 IMPORTANCE OF PRODUCT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total respondents Opportunities to increase knowledge Hygiene and cleanliness Personal safety Outstanding scenery Interesting and friendly local people Environmental quality of air, water and soil Public transportation Manageable size to see Wilderness and nature Culture different from own Reliable weather Wildlife or birds Warm welcome for tourists Budget accommodation National parks and forests Inexpensive travel in destination Historic old cities Museums and art galleries Warm, sunny climate Interesting smaller towns and villages Local cuisine Wide open spaces Good shopping Historical, archeological, or military sites Amusement or theme parks Total 2000 3 .7 3 .7 3 .7 3 .5 3 .5 3 .5 3 .5 3 .5 3 .4 3 .4 3 .4 3 .4 3 .4 3 .4 3 .3 3. .3 3, .3 3, .3 3, .2 3, ,2 3, .2 3, .2 3, ,2 3, ,2 3. .2 Pleasure Travel Markets to North America - Mexico 1988 - 123 - TABLE »6 (cont'd) IMPORTANCE OF PRODUCT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total respondents Good beaches for swimming and sunning Lakes and rivers Local crafts Local festivals Resort areas Live theatre and concerts Big modern cities Seaside Inexpensive restaurants First class hotels Variety of short guided tours Mountainous areas Unique cultural groups (Eskimo, Amish, etc.) High quality restaurants Nightlife and entertainment Fast food restaurants Spectator sporting events Cruises of one or more nights Exotic atmosphere Outdoor activities such as hiking, climbing Water sports Campgrounds and trailer parks Snow skiing Casinos and gambling Good fishing Good hunting Golf and tennis Total 1503 3 .1 3 .1 3 .1 3 .1 3 .1 3 .1 3 .1 3 .0 3 .0 3 .0 2 .9 2 .8 2 .7 2 .7 2 .7 2 .7 2 7 2 7 2 6 2. 5 2. 4 2. 2 2. 2 2. 2 2. 2 2. 1 2. Pleasure Travel Markets to North America - Mexico 1988 - 124 - TABLE 47 TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean HISTORY AND CULTURE (15%) Variety of short guided tours +0.4 Historical, archeological, or military sites +0.3 Museums and art galleries +0.3 Historical old cities +0.3 Outdoor activities such as hiking and climbing -0.3 Wide open spaces to get away from crowds -0.3 Golf and tennis -0.3 Reliable weather -0.4 Hunting -0.4 Resort areas -0.4 Spectator sporting events -0.4 Fishing -0.5 Water sports -0.5 Warm sunny climate -0.6 Seaside -0.7 Beaches for swimming and sunning -0.7 BUDGET CONSCIOUS (20%) First class hotels +0.3 Inexpensive restaurants +0.3 Reliable weather +0.3 Inexpensive travel in destination +0.2 Fast food restaurants +0.2 Budget accommodation +0.2 Fishing -0.4 Interesting small towns and villages -0.4 Casinos and gambling -0.4 Lakes and rivers -0.4 Water sports -0.5 Local festivals -0.5 Unique and different cultural groups -0.5 Mountainous areas -0.5 Nightlife and entertainment -0.5 Cruises of one or more nights -0.5 Outdoor activities such as hiking and climbing -0.5 Campgrounds and trailer parks -0.5 Exotic atmosphere -0.6 Snow skiing -0.7 Pleasure Travel Markets to North America - Mexico 1988 - 125 - TABLE 47 (cont'd) TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean ENTERTAINMENT AND SPORTS (32%) Casinos and gambling +0.8 Nightlife and entertainment +0.7 Water sports +0.6 Snow skiing +0.6 Golf and tennis +0.5 Seaside +0.4 Beaches for swimming and sunning +0.4 Spectator sporting events +0.4 Hunting +0.4 Fishing +0.4 Cruises of one or more nights +0.4 High quality restaurants +0.3 Local crafts and handiwork -0.2 Museums and art galleries -0.2 National parks and forests -0.2 Chance to see wildlife/birds -0.2 Inexpensive travel in destination -0.2 OUTDOOR SPORTS (20%) Outdoor activities such as hiking and climbing +0.7 Campgrounds and trailer parks +0.6 Fishing +0.6 Hunting +0.5 Mountainous areas +0.4 Water sports +0.4 Unique and different cultural groups +0.4 Lakes and rivers +0.3 Nightlife and entertainment -0.3 Shopping -0.3 Casinos and gambling -0.3 First class hotels -0.4 High quality restaurants -0.4 Pleasure Travel Markets to North America - Mexico 1988 - 126 - TABLE 47 (cont'd) TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean \L CULTURE (14%) Interesting small towns and villages +0.5 Local festivals +0.5 Museums and art galleries +0.4 Culture different from my own +0.4 Local crafts and handiwork +0.4 Lakes and rivers +0.4 Historical, archeological, or military sites +0.3 Wilderness and undisturbed nature +0.3 Interesting and friendly local people +0.3 Fast food restaurants -0.3 Outdoor activities such as hiking and climbing -0.4 Snow skiing -0.4 First class hotels -0.4 High quality restaurants -0.4 Spectator sporting events -0.5 Golf and tennis -0.5 Campgrounds and trailer parks -0.5 Nightlife and entertainment -0.5 Fishing -0.6 Water sports -0.6 Casinos and gambling -0.7 Hunting -0.7 Pleasure Travel Markets to North America - Mexico 1988 - 127 - TABLE 48 PRODUCT SEGMENTS - DEMOGRAPHICS Total respondents (100%) Sex Age Male Female 18 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 64 years 65 years or over Total 2000 50 50 31 24 20 12 8 6 Marital status Single Married Living together Divorced/separated/widowed Other Occupation City Owner Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Student Retired Homemaker Other Mexico City Guadalajara Monterrey Hermosillo Merida Juarez 41 55 * 2 3 11 22 12 4 1 18 4 24 1 40 16 16 9 9 10 PRODUCT SEGMENT Enter- History tainment and Budget and Culture Conscious Sports 289 % 50 50 23 26 22 17 8 4 35 60 # 2 392 % 15 25 24 15 24 © 3 4 2 11 20 13 4 1 8 29 (24) 13 13 8 645 17 7 3 2 42 14 18 11 6 10 Outdoor Sports 36 24 19 11 6 4 45 52 1 2 5 11 21 14 7 * 21 3 18 1 Rural Culture 271 % 20. 30 59 * 4 8 17 8 6 7 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 128 TABLE 48 (cont'd) PRODUCT SEGMENTS - DEMOGRAPHICS PRODUCT SEGMENT Total respondents (100%) Education Elementary school Junior high school Technical/commercial Senior high school University Life cycle Living alone Living with one adult Single with children Couple with children Other Living arrangement Live alone Live with children Live without children Mean no. of adults 18 years or over Whether any children under IS years in household Yes No Household income (in pesos) (1987/1988 financial year) Total 2000 % 6 7 15 22 50 2 9 23 42 24 2 66 32 3.2 66 34 Enter- History tainment and Budget and Outdoor Rural Culture Conscious Sports Sports Culture 289 392 645 399 271 % 2 7 13 19 ® 2 9 19 45 26 2 63 35 3.2 63 37 % 2 13 16 © 20 2 66 32 3.1 66 34 11, 000,000 or less 26 20 (34) 11,000,001 - 17,000,000 21 16 21 17,000,001 - 25,000,000 19 21 17 Over 25,000,000 25 ® 19 Refused 9 8 10 % 3 5 11 23 25 2 69 29 3.4 69 31 % 21 1 69 30 3.2 69 31 % 17 17 41 3 14 13 41 29 3 58 3.1 5S © 21 31 28 22 21 21 21 19 18 n 20 20 10 13 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 129 - TABLE 49 PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total respondents (100%) Mean no. of 4+ night pleasure trips In past 3 years Destinations visited in past 3 years ** Short haul - Mexico - Central America - Border states Long haul Elsewhere Total 2000 8.0 Destinations visited on two most recent trips outside Mexico *** U.S. total Border states Elsewhere in mainland U.S. Hawaii/Guam/Samoa Europe Canada South America West Indies/Caribbean Central America Asia Near/Middle East 88 3 58 38 8* 63 20 1 7 3 2 2 1 * Enter- History tainment and Budget and Outdoor Culture Conscious Sports Sports 289 392 645 399 % 8.3 © 76 51 % 7.2 35 88 65 23 1 5 3 2 2 * © 36 20 1 4 2 2 2 1 * % 7.5 30 8* 6* 20 * 8 4 1 1 2 Rural Culture 271 % 7.1 89 83 92 89 82 3 3 3 3 5 51 59 63 53 62 41 78 6* 1* * 3 3 3 * * Less than 0.5% Based on 1,880 respondents who had actually taken at least one such trip *** Based on 2,333 such trips taken by respondents Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 130 TABLE 49 (cont'd) PRODUCT SEGMENTS -TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total Enter- History tainment and Budget and Outdoor Rural Culture Conscious Sports Sports Culture Total respondents (100%) 2000 289 392 645 399 271 % % % % % % One long haul destination most like to visit Europe 41 @ 35 43 41 43 U.S. total 28 19 (m 27 28 25 Border states 13 8 \2q) 9 14 @ Elsewhere in mainland U.S. 12 9 15 14 12 7 Hawaii/Guam/Samoa 3 2 3 4 2 1 Asia 9 10 7 9 7 11 Canada 8 10 9 8 7 5 South America 5 4 * 7 5 5 Africa 3 3 2 2 4 2 West Indies/Caribbean 3 4 3 2 4 4 Near/Middle East 2 2 2 1 4 5 Australia/New Zealand 1 1 - 1 1 * Central America * - 1 - - 1 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 131 - TABLE 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total Total respondents took trip outside Mexico (100%) 1442 % Mean no. of nights away on trip 22. 1 Season trip was taken Winter 15 Spring 16 Summer 44 Fall 25 Type of trip (Two most recent) Touring trip 39 Visit friends and relatives 32 Combined business and pleasure 13 City 8 Resort 4 Exhibition, special event or theme park 3 Outdoor trip 1 Cruise 1 People traveled with Wife/husband/girl friend/boy friend 37 Other relatives 33 Child(ren) 23 Traveled alone 21 Father/mother 17 Friends 12 Organized group/club/etc. 2 Business associates/ colleagues 1 Mean no. of people in travel party 3.4 Mean no. of children under 18 in travel party 0.9 Enter- History tainment and Budget and Outdoor Rural Culture Conscious Sports Sports Culture 221 22.1 13 19 46 22 © 18 10 9 3 4 1 1 42 31 24 16 17 15 1 3.4 0.8 284 14.9 14 13 38 36 13 6 3 3 1 1 472 19.5 16 16 44 24 38 31 15 8 4 3 * 250 19.5 16 16 46 22 33 35 15 6 4 4 3 * 1.0 3.4 0.8 1 3.5 1.2 (39) 10 9 4 3 1 40 32 25 23 13 8 1 3.2 0.S * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 132 - TABLE 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTIC! MENT PRODUCT SEG Enter- History tainment and Budget and Outdoor Rural Total Culture Conscious Sports Sports Culture Total respondents took trip outside Mexico (100%) 1442 221 284 472 250 210 % % % % % % Sources of information used in planning Travel agent 32 @ 32 29 29 28 Friends/family 31 W (36) ® 29 30 Brochures/pamphlets 8 © 3 & 8 7 Airline 6 9 3 4 7 8 Newspaper/magazine article 3 5 2 3 3 Embassy/consulate 2 3 2 1 3 Government tourism office/ board 2 1 2 1 3 Books/library 1 1 2 1 Tour operator/company 3 * 1 - Advertisements 2 1 1 1 Clubs/associations * 1 2 1 Other 1 1 1 1 None 36 31 34 36 37 40 Trip package Independent 84 62 83 87 89 85 All-inclusive guided tour 7 r 15 7 5 4 7 Flight and accommodation package only 7 11 8 6 4 7 Guided tour only 3 ~4 2 2 3 1 Where booked Stayed with friends/relatives 47 34 49 47 49 @ Travel agent 38 (53) 41 36 30 36 Direct with hotel etc. 19 ZT 19 17 16 21 Airline 17 19 11 16 18 ® Tour company/holiday company 1 2 1 * # 1 Other 5 5 4 5 8 4 Did not book accommodation in advance 12 12 14 © * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 133 - TABLE 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTIC 5 MENT PRODUCT SEC Enter- History tainment and Budget and Outdoor Rural Total Culture Conscious Sports Sports Culture Total respondents took trip outside Mexico (100%) 1442 221 284 472 250 210 % % % % % % Number of months before leaving - decided on destination 1 month or less 64 62 64 © 58 61 Over 1 month to 2 months 11 12 12 n 9 8 Over 2 months to 3 months 7 5 8 7 8 9 Over 3 months to 4 months 4 3 2 3 7 4 Over 4 months 15 17 14 10 19 18 Number of months before leaving - trip was booked Vi month or less 73 64 75 76 75 68 Over Vi month to 1 month 17 23 18 15 11 25 Over 1 month to 2 months 5 5 3 5 7 4 Over 2 months 6 9 5 5 6 4 Total trips to U.S. taken by respondents (100%) 1953 271 394 700 319 266 % % % % % % Mode of transportation used to enter U.S. Plane 47 ® 49 43 41 47 Private car 42 31 43 46 44 40 Bus 8 6 5 8 12 12 Rented car 1 1 1 1 1 1 Train 1 1 1 1 1 - Camper or RV 1 1 * 1 1 - Boat # - - * - - Mode of transportation used within U.S. Private car 69 57 70 72 © 66 Rented car 18 © 18 18 n 21 Public transportation (within cities) 11 12 14 10 12 9 Bus (between cities) 4 8 4 4 3 5 Plane 3 2 3 3 4 6 Camper or RV 1 2 1 2 1 1 Train 1 1 1 1 - * Boat 1 * - 1 * I * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 134 - TABLE 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total trips to Canada taken by respondents (100%) Mode of transportation used to enter Canada Plane Bus Private car Camper or RV Mode of transportation used within Canada Private car Bus (between cities) Rented car Public transportation (within cities) Plane Train Camper or RV Boat 45 38 19 17 9 7 5 2 Enter- History tainment and Budget and Outdoor Rural Total Culture Consciou; i Sports Sports Culture 68 19+ 12+ 13+ 17+ 7+ % % % % % % 69 53 89 79 68 55 20 43 - 15 14 19 9 4 11 - 13 26 2 - - 5 5 - 32 49 35 48 89 58 58 15 31 11 11 - 33 37 - 12 27 17 17 15 4 8 6 16 15 14 - 5 - 15 8 - 5 5 - 11 + Note: Small base Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 135 - TABLE 50 PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA PRODUCT SEGMENT Total Enter- History tainment and Budget and Outdoor Rural Culture Conscious Sports Sports Culture Total respondents (100%) 2000 289 392 645 399 271 % % % % % % Provinces and Territories Newfoundland/Labrador 6 5 5 6 7 7 P.E.I. 1 1 1 1 3 2 Nova Scotia 2 1 2 2 4 2 New Brunswick 1 1 * 1 - 1 Quebec 74 © © 72 68 70 Ontario 78 80 w 77 74 81 Manitoba 6 3 7 7 7 5 Saskatchewan 6 1 7 6 8 4 Alberta 22 20 19 © 21 21 British Columbia 36 37 31 36 § 32 Yukon 6 3 6 6 7 Northwest Territories 2 2 3 2 3 1 Specific Destinations Montreal 49 © X 49 45 45 Quebec City 42 © 38 38 41 Niagara Falls 29 33 Jl 26 26 35 Toronto 23 21 21 (27) 18 24 Ottawa 21 25 20 21 21 21 Vancouver 18 21 14 20 17 16 Calgary 12 9 8 © 12 11 Vancouver Island 11 10 10 n 14 9 Regina 4 1 3 4 5 2 Victoria 3 4 3 2 5 4 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 136 - TABLE 51 PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. PRODUCT SEGMENT Enter- History tainment and Budget and Outdoor Rural Total Culture Conscious Sports Sports Culture Total respondents (100%) 2000 289 392 645 399 271 % % % % % % Top States California 62 61 (69) 57 62 63 New York 39 (47) 32 41 35 40 Florida 33 32 32 35 28 37 Texas 21 15 21 23 21 21 Nevada 20 21 23 22 17 13 Washington D.C. 17 20 16 18 15 15 Louisiana 9 q> 10 8 5 8 Illinois 9 10 9 7 Arizona 7 5 7 6 © 6 Colorado 7 5 7 7 sf 8 Pennsylvania 5 5 5 6 5 3 Washington 4 7 3 4 4 6 Massachusetts 4 5 3 4 5 7 8 Travel Regions Travel South 42 47 42 43 36 45 Visit U.S. West 75 77 (8D 73 75 74 New England 5 6 M 4 5 8 Old West Trail Foundation 4 3 4 4 7 4 America's Heartland 14 17 14 13 13 16 Foremost West 17 12 15 16 (23) 17 George Washington Country 21 24 19 22 20 18 Great Lakes 18 16 16 19 21 14 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 137 - TABLE 51 (cont'd) PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. PRODUCT SEGMENT Total respondents (100%) 1 1 Census Divisions Total 2000 Enter- History tainment and Budget and Outdoor Rural Culture Conscious Sports Sports Culture 289 392 645 399 271 % New York City Los Angeles San Francisco Miami Las Vegas Disneyland San Diego Houston Chicago New Orleans Dallas San Antonio Boston % % % West North Central 8 8 8 6 10 10 East South Central 2 3 1 2 2 1 New England 5 6 3 4 5 8 Middle Atlantic 43 © 36 46 39 42 Middle Atlantic (excluding N.Y.) 5 6 5 6 6 3 East North Central 15 14 13 17 © 11 South Atlantic 48 49 47 50 42 50 South Atlantic (excluding Florida) 20 22 19 20 20 20 West South Central 30 28 31 32 29 30 Mountain 35 31 37 37 38 29 Pacific 65 67 © 60 65 66 Pacific (excluding California) 6 9 4 6 6 7 Pacific Islands * - * * 1 - Atlantic Islands - - - - - Specific Destinations 33 (39) 27 35 32 33 27 29 30 26 26 27 25 28 (31) 20 22 27 20 17 20 23 18 21 16 19 19 18 12 10 10 6 11 11 11 12 9 9 11 9 9 9 9 7 9 9 9 9 8 8 6 10 9 7 8 11 9 7 5 8 5 3 6 6 4 3 5 3 6 4 6 7 4 5 3 3 4 6 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Mexico 1988 - 138 - TABLE 52 PRODUCT SEGMENTS - MEDIA READERSHIP PRODUCT SEGMENT Enter- History tainment and Budget and Outdoor Rural Total Culture Conscious Sports Sports Culture Total respondents (100%) 2000 289 392 645 399 271 % % % % % % Top 5 daily newspapers Excelsior 26 ® 20 27 22 <§> El Universal 16 19 13 19 13 El Informador 11 8 ing Outstanding scenery • Wildlife or birds A National parks m and forests Amusement or theme parks I M P O R T A N C E 2.5 1.5 First class hotels Water sports $ Good fishing # Good hunting « • Unique cultural groups (Eskimo, Amish etc.) © Outdoor activities such as hiking, climbing # Snow skiing .5 PERCEPTION 1.5 Pleasure Travel Markets to North America - Mexico 1988 ]k3 FIGURE 12 ATTRIBUTE IMPORTANCE VS. PERCEPTION - U.S. 3.5 — Interesting and friendly local people < Personal safety i Budget accommodation % Museums and art galleries • Historical sites ® Beaches for swimming and sunning • Resort areas • • Opportunities to increase knowledge • Opportunities to escape from the ordinary Ser!e^ ding • Pubhc transportation £ National parks and forests • Shopping Amusement or theme parks Live theatre and concerts I M P O R T A N C E 2.5 Inexpensive restaurants Mountainous areas • Unique cultural groups (Eskimo, Amish etc.) • Being daring and adventuresome % Outdoor activities such as hiking, climbing % Water sports @ Good fishing # Good hunting • First class hotels Fast food restaurants • •• Nightlife and entertainment High quality restaurants • Snow skiing Casinos and gambling 1.5 -.5 1.5 PERCEPTION Pleasure Travel Markets to North America - Mexico 1988 - 150 - 8.3 Most appealing feature of Canada as a vacation destination Respondents who had ever traveled to Canada were asked what one thing about it would make them recommend it as a vacation destination. This was an open ended question and respondents' answers were grouped into several different categories. Although they were asked to name one feature, many respondents, in fact named more than one. This question was not asked regarding the U.S. Almost half the respondents (48%) who had traveled to Canada mentioned the beautiful scenery as its most appealing feature. In support of the scenic beauty were responses such as national parks and forests (26%), Niagara Falls (20%), and lakes and rivers (9%). As well as being scenic, the friendly local people (44%) and cleanliness (21%) were seen as some of Canada's other outstanding qualities. (Reference: Table 56) Pleasure Travel Markets to North America - Mexico 1988 - 151 - TABLE 56 MOST APPEALING FEATURE OF CANADA AS A VACATION DESTINATION Total respondents been to Canada (100%) Total 350 Beautiful scenery Friendly local people National parks/forests Clean Niagara Falls Cities Advanced/ modern Good food Lakes and rivers Variety of things to do Historical sites Places worth visiting Leisurely/ relaxing Sunny/pleasant climate Inexpensive 48 26 21 20 15 12 11 9 8 8 6 6 k 3 Pleasure Travel Markets to North America - Mexico 1988 APPENDIX I BASIC DATA Newspaper and magazine readership Demographics Pleasure Travel Markets to North America - Mexico 1988 DAILY NEWSPAPERS READ OR LOOKED INTO REGULARLY (At least 3 of every 6 issues) Total respondents (100%) Excelsior El Universal El Informador Novedades El Norte Edicione El Sol Diario de Juarez El Imparcial Diario de Yucatan El Heraldo de Mexico La Jornado El Occidental Dvaciones Uno mas Uno El Financiero El Norte Ed Las Cumbres Total 2000 % 26 16 11 10 10 9 9 8 6 6 6 5 5 k Other Do not read newspapers * Based on those with 75 or more mentions Pleasure Travel Markets to North America - Mexico 1988 WEEKLY PERIODICALS AND MAGAZINES READ OR LOOKED INTO REGULARLY (At least 2 of every k issues)* Total Total respondents (100%) 2000 % Procesco 23 Impacto 23 Time 17 T.V. Novelas 15 Siempre 10 Tiempo Libre 7 Expansion 5 Others 8 Do not read weekly periodicals and magazines 37 * Based on those with 75 or more mentions Pleasure Travel Markets to North America - Mexico 1988 MONTHLY MAGAZINES READ OR LOOKED INTO REGULARLY (At least 2 of every k issues)* Total respondents (100%) Selecciones Contenido Vanidades Mecanica Popular Buen Hogar Vogue Cosmopolitan Geomundo Activa Kena Claudia Tu Others Total 2000 % 63 21 20 12 12 10 10 10 8 8 6 6 10 Do not read monthly magazines 20 * Based on those with 75 or more mentions Pleasure Travel Markets to North America - Mexico 1988 SAMPLE DEMOGRAPHICS Total Total respondents (100%) 2000 % Sex Male 50 Female 50 Ajge 18 -2k years 31 25 - 3k years 2k 35 - kk years 20 k5 - 5k years 12 55 - 6k years 8 65 years or over 6 Marital status Single kl Married 55 Living together * Divorced/separated/widowed 2 Other 3 Working status Full time (53) Owner 3 Manager/executive 11 Professional/ technical 22 Clerical/ sales 12 Skilled worker k Unskilled worker 1 Not at all (k7) Retired k Student 18 Homemaker 25 Education Elementary school 6 Junior high school 7 Technical/commercial 22 Senior high school 15 University 50 Pleasure Travel Markets to North America - Mexico 1988 SAMPLE DEMOGRAPHICS (cont'd) Total respondents (100%) Whether chief wage earner Yes No Household income in pesos (1987 financial year) 11,000,000 or less 11,000,001 - 17,000,000 17,000,001 - 25,000,000 Over 25,000,000 Refused Life cycle Living alone Living with one adult Single with children Couple with children Other Living arrangement Live alone Living with children Living without children Number of household members 18 years or over 1 2 3 k 5 6 or more Mean Total 2000 % 28 72 26 21 19 25 2 9 23 42 2H 2 66 32 3 38 22 18 11 9 3.2 Pleasure Travel Markets to North America - Mexico 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 Total 2000 34 23 23 20 1.* Yes No Single membei • house 96 2 2 Whether self-employed Yes No 25 75 Friends or relatives presently live in ... Canada - yes - no 7 93 U.S. - yes - no 69 31 Fluency in English Read Write Speak 65 59 61 None 32 Fluency in French Read Write Speak 12 9 11 None 86 Pleasure Travel Markets to North America - Mexico 1988 APPENDIX II QUESTIONNAIRE Pleasure Travel Markets to North America - Mexico 1988 INTERNATIONAL TRAVEL STUDY #B123 j„ ^^^[^ code SCREENER -2,-f - ctifeiJ-- 4 ** ^ 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 ? _k ASK T0 SPEAK T0 HOUSE- ™° c ~ w 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? 1 2 3 4 5 or more SKIP TO QU.S7 53. As far as you can remember, in the past th ree years, that is, since September 1985, how many of these people 18 or over, including yourself, have taken a trip of four nights or more, entirely or in part for vacation or pleasure, to somewhere outside of Mexico? 1 2 3 4 5 or more 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 outside of Mexico? ,1" 1 2 3 4 5 or more TER- ASK TO SPEAK TO THAT MI NATE 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 Mexico? _ Yes 1 No 2 —►SKIP TO QU.S9 ME J4 _ ^(eWC S8. And were any of these trips for four nights or longer? Yes 1 No S9. In the next two years, that is, before October 1990, how likely is it that you, yourself, will travel outside of Mexico 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 are very likely to take such a trip are somewhat likely to do so might or might not take such a trip --- OR are not likely to take such a trip (6 IF CODE 1 NOT CIRCLED IN QU.S8 TERMINATE AND RECORD #B123-ME I NTERNATIONAL TRAVEL STUDY #8123 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 include al_l the vacation or pleasure trips you have taken, not just those to places outside Mexico. 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 + IF SKIP TO INSTRUCTION AFTER QU.lOb lb) And for how many of these trips was your furthest destination from home... (READ LIST AND RECORD NUMBER FOR EACH -NUMBERS MUST ADD TO NUMBER OF TRIPS IN QU.la) somewhere in Mexico somewhere in Central America somewhere in Southern California, Texas, Arizona, or New Mexico somewhere other than Mexico, Central America, Southern California, Texas, Arizona, or New Mexico JJLJ1 MU1 i(, n it n trips (D) trips (C) trips (B) trips (A)_>IF SKIP TO INSTRUCTION AFTER QU.lc lc) Of those ( NUMBER IN BOX A ) trips outside of Mexico, Central America, Southern California, Texas, Arizona, or New Mexico, how many were by plane? (WRITE IN NUMBER) trips 1» Zi IF BOX A + B + C = Ol SKIP TO INSTRUCTION AFTER QU.lOb. IF BOX A + B + C = | I 1 | ASK QU.2a to 2f ABOUT THIS TRIP OUTSIDE MEXICO. IF BOX A + B + C 2 MOST RECENT TRIP OUTSIDE MEXICO. OR MORE, ASK QU.2a to 2f ABOUT MOST RECENT AND SECOND #B123-ME 2a) Thinking about your (most recent/second most recent) trip of four nights or longer to somewhere outside of Mexico, which of these places did you visit on that trip? (HAND CARD "A" - CIRCLE AS MANY AS APPLY) Most recent Southern California, Texas, ,-\x, Arizona, or New Mexico 1 Elsewhere in Mainland U.S.A. 2 Canada 3 Europe 4 Central America 5 South America 6 The West Indies/Caribbean 7 Africa 8 Near/Middle East 9 Asia - Hawaii/Guam/Samoa X Other South Pacific V „ Australia/New Zealand 1 Other (SPECIFY) 2b) Which one of the trip descriptions on this card best describes what type of trip this was? (HAND CARD "B" - CIRCLE ONE ONLY) ' "^i A visit to friends and relatives 1 A touring trip 2 A city trip - 3 An outdoors trip 4 A resort trip 5 A trip to an exhibition, special event, amusement or theme park 6 A cruise - - 7 A trip that combined business and pleasure 8 Second most recent ~7JL ^l ■ i\ (IF U.S.A. (CODES 1 OR 2) CIRCLED IN QU.2a ASK QU.2c,2d. IF CANADA CIRCLED IN QU.2a ASK QU.2e,2f . ALL OTHERS SKIP TO INSTRUCTION AFTER QU.2f) 2c) Did you enter the United States by . . . (READ LIST - CIRCLE ONE) plane 1 train 2 bus 3 boat 4 rented car 5 private car 6 camper or recreational vehicle — 7 OR just how? (SPECIFY) ~%< .Vj #B123-ME 2d) And while you were in the United States, by which of the following did you travel? (HAND CARD T 7 - CIRCLE AS MANY AS APPLY) Second Most most recent recent Plane l'*° 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 2e) Did you enter Canada by ... (READ LIST - CIRCLE 0NE) . ,-v ,--?/ plane 1 1 train -— 2 2 bus 3 3 boat 4 4 rented car 5 5 private car 5 6 camper or recreational vehicle — 7 7 OR just how? (SPECIFY) 2f) And while you were _1n Canada, by which of the following did you travel? (HAND CARD 'C - CIRCLE AS MANY AS APPLY) ^ Plane f ^ f ^ 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 IF BOX A+B+C IN QU.lb = loJlL CONTINUE. IF BOX A+B+C IN QU.lb = |0| 2| OR MORE, ASK QU.3a TO QU.10 ABOUT MOST RECENT TRIP. Now just thinking about your most recent trip ...) SAY: 3a) On that trip to (DESTINATION IN QU.2a) , how many nights, in total, were you away from home? (RECORD NUMBER) \c r> zt 3b) And when did you take that trip? Please tell me the month and the year you started that trip. #B123-ME1 (month) 1 19 I 8 (year) V/ . ,-v ,-?y plane 1 1 train - 2 2 bus 3 3 boat 4 4 rented car 5 5 private car 6 6 camper or recreational vehicle — 7 7 OR just how? (SPECIFY) 2fl And while you were j_n Canada, by which of the following did you travel? (HAND CARD 'C - CIRCLE AS MANY AS APPLY) 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 IF BOX A+B+C IN QU.lb = I I 1 I. CONTINUE IF BOX A+B+C IN QU.lb = | 2 I OR MORE, ASK QU.3a TO QU.10 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, 1n 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. #B123-ME2 T6 T) \% 1 9 8 (month) (year) «- ty© - •fZ'2- 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) s 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 | | J months OR ( | years 5b) And how long before your trip did you actually start booking it? weeks OR i 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 — ry« — ~lo Talked to travel agent 1 ,a 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., (,{' 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? Yes 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 7 (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) 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? _/£ Yes 1 No 2 -> SKIP TO QU.9 8b) 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 — ^a ( ) 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 v ,i| 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) ~Ti- very satisfied 1 somewhat satisfied 2 not very satisfied 3 Or not at all satisfied 4 10b) 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) 7V° #B123 C*^tL 1 (- Country Cc^. Z" C ' KxS P&*-cJtduJz T 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 international 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 a vacation I don't have to spend a lot of money to enjoy a vacation I like to go to a different place on each new vacation trip I often choose vacation places that I have heard about from friends who have been there It is important that the people I encounter on a vacation trip speak my language I usually travel on reduced air fares I like to make my arrangements as I go along on a vacation I usually use a travel agent to help me decide where to go on vacation -- I prefer to leave the organizing to the people I'm travelling with -- I usually buy vacation packages which include both accommodation and transportation When visiting another country, I like to travel from place to place rather than spending my whole vacation in one area Inexpensive travel to the destination country is important to me I usually travel on all-inclusive package vacations Getting value for my vacation money is very important to me 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- Other 6 7 8 SKIP TO QU.15f 6 7 8 1 a 6 7 8 6 2. 7 3. 8 Never been to Canada 1. r 2. 2 2 2 2 3. 3 3 3 3 4. 4 4 4 4 5. 5 5 5 5 St <1 16a) Overall, how interested are you in visiting or re-visiting Canada in the next five years? Would you say you are ... (READ LIST - CIRCLE ONE) very interested 1 somewhat interested 2 Or not interested 3 16b) I would like you to compare Canada with other overseas places that you have visited on a vacation trip and those you might visit in the future. Even though some people know less about Canada than others do, everyone has impressions of what it would be like to vacation there. (READ QU.16b AND HAND QUESTIONNAIRE AND PENCIL TO RESPONDENT) #8123-1 15a) Now I'd like you to think about places in the United States that people might go to on a vacation. What are the names of five places in the United States where people might go on a vacation? (RECORD BELOW UNDER QU.15a IN ORDER MENTIONED) (PROBE:) What other places in the United States? 15b) Looking at this map of the United States, please tell me the names of three other places in the United States that people might go on a vacation? (HAND MAP - RECORD BELOW UNDER QU.15b IN ORDER MENTIONED) (PROBE:) What other places? 15c) Which places in the United States, if any, have you ever been to? (PROBE:) Any other places? (RECORD UNDER QU.15C - CIRCLE AS MANY AS APPLY. IF RESPONDENT MENTIONS PLACES NOT LISTED UNDER QU.15a OR QU.15b, RECORD BELOW UNDER "OTHER". IF NOT BEEN TO THE UNITED STATES, CIRCLE "X" AND SKIP TO QU.15f) 15d) Which places, if any, have you been to in the past three years, since September, 1984? (RECORD UNDER QU.15d - CIRCLE ALL RESPONSES) 15e) You have named a number of different places in the United States. (READ ALL PLACES MENTIONED - QU.15a, QU.15b AND OTHER) Which one of these places would you be most interested in visiting or re-vis1ting? (RETARD UNDER QU.15e - MOST) And which one would be your second choice? (RECORD UNDER QU.15e - 2ND) And which one would be your third choice? (RECORD UNDER QU.15e - 3RD - TAKE BACK MAP) [0- <1 (^'lf (C-'« i°l'^ 7 7-^V 1. 2. 3. 4. 5. Qu.l5a Qu.l5c Ever been to Qu.l5d Been 1n past 3 yrs. Most 1" Q. J.15e 2nd 3rd 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 11-5? 1. 2. 3. Qu.l5b Never been to United States 6 7 8 SKIP TO QU.15e 6 6 6 7 7 7 8 8 8 Other WW 1. 2. 3. 4. 5. -<\ -ft -AT '"*£>Ajdr XC5 16b) The following is a list of items that might attract people to choose a particular destination for their vacation. For each statement, please "X" one box to show whether you think Canada is (READ SLOWLY) a lot better than other overseas vacation places for that item, a little better than other places, the same as other places, not quite as good or not nearly as good as other places you might vacation. Please start at the item indicated. Start here ( ) 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 in 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 A lot better 1 1 A little better )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 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 )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 )5-Co )5 )5 )5 )5 )5"'^ )5 )5 )5 )5 )5 )S )5 )S )5 )5 5 )5-? im 2K LU ^ o^ #»"» u CM IS. V) O as UJ e^ Im eK Im 0) Cm o o o rs oo Q UJ 8r» Im 8K cd > ir\ o *r\ UJ c 0- UJ in •N 00 (J in w CQ Im cK ni i* O o o o O H -J o u Im u c a UJ t- U •H ON <" E c UJ y 1/1 3 E o u o Cm X UJ 5 °£ ^H (0 < s > 8 oK H V "^ ON m * ON 0) JC +■• o H-l 1% 2% 3% 4% or or or or 99% 98% 97% 96% O Cm UJ S N < a 1 " .* O CM — tf^OOOlO-^iACMVD •a-oooi^voiAi^N.a-.a-rOf^fN CNJON-hOOMOOOI/N-hi/^CN\D ■a-ONoot s ^\0'A'A'a--*f r >r , ^CM soiAoor^oiAoorAONr^-HiA <*NONl^NOvD'A-a v -»mf r \r^{N fN(NlTNU>i0O0rN\O— < 00 (N ON Ch CNONh«.VOirNirN.3-.3-CNCNC-lCN i/-\|v.-m.— hU-nOCNONNOOOOCM (NOOI^N£>lT\>'"NChCNf'\CNA>a-'a-« ,r >f f NCN(MfN CN-H0N— *irN-HN£>(NONlT\C^chfNONi v -ij- I^UN-a-CNCNOfMCMCN— <-h-h onooon-s-ooocj-— .ot-xirN w = OJ *- E r ro " ls H-t __ o O T3 _ 4) ON > - 60 L C 5)v5 O • a; (d vp -m +-> cr- aO 10 oo .S2 o +l -c II, *H * . 0) ■M "O 00 c c c mad c o i- b; 0) JC 3 jO ** w - (d o E E >,^ o3 o S .52 « IS o ^ rt bO -1 •r 1 (d t/1 0) -j u •a l- (d 3^ > o o o O O *r\ O O lf\ H H (N N O O O O O O O § S O O O O O Ss ^> CN d- ITN \D 00 -H — < u c ed U c (V (0 - > ID JJ U o £ APPENDIX V HOW TO INTERPRET A DISCRIMINANT MAP Pleasure Travel Markets to North America - Mexico 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 "do not have to spend a lot of money" 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 "usually buy vacation packages" point in the same direction. Therefore, groups who buy vacation packages 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 "Reluctant" and "Independent" groups. 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 77% of the data and are thus a fairly good representation of the group-attribute relationships. Pleasure Travel Markets to North America - Mexico 1988 APPENDIX VI MAP OF MEXICO Pleasure Travel Markets to North America - Mexico 1988 o o ADQOQmTfiOSE?