PLEASURE TRAVEL MARKETS TO NORTH AMERICA: ITALY Parpared for: UNITED STATES TRAVEL AND TOURISM ADMINISTRATION TOURISM CANADA By: MARKET FACTS OF CANADA LIMITED JUNE 1989 TABLE OF CONTENTS PAGE NUMBER INTRODUCTION FOREWORD 1 OBJECTIVES 2 METHODOLOGY 3 MAIN FINDINGS 1. MARKET SIZE 5 2. PAST TRIP BEHAVIOUR - 4 NIGHTS OR MORE 2.1 Number of pleasure trips in past 3 years 7 2.2 Destination of two most recent trips 10 2.3 Type of two most recent trips 13 2.4 Mode of transportation used within Canada and mainland U.S. 15 2.5 Number of nights away 16 2.6 Month of departure 17 2.7 Traveling party 18 2.8 How long before leaving was destination decided and trip booked 21 2.9 Sources of information used in planning 23 2.10 Whether a package trip 25 2.11 Where booked 27 2.12 Activities taken part in 30 2.13 Satisfaction and likelihood of returning 33 3. LIKELY VACATION DESTINATIONS 3.1 Places would like to visit overseas (unaided) 35 3.2 Likelihood of visiting place would most like to visit 39 3.3 Places in U.S./Canada Italians might go on vacation 40 3.4 Places in U.S./Canada ever visited and visited in past 3 years 46 3.5 Places in U.S./Canada most interested in visiting/revisiting 50 3.6 Summary of awareness, interest and visitation 54 3.7 Level of interest in visiting/revisiting U.S./Canada in next 5 years 58 4. SEGMENTATION OVERVIEW 59 Pleasure Travel Markets to North America - Italy 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 Canad as a travel destination 62 63 67 70 86 87 91 94 110 111 115 118 119 139 145 148 APPENDIX I - BASIC DATA Newspaper and magazine readership Demographics APPENDIX II - QUESTIONNAIRE APPENDIX III APPENDIX IV APPENDIX V APPENDIX VI DEFINITION OF U.S. 11 CENSUS DIVISIONS AND 8 TRAVEL REGIONS 95% STATISTICAL CONFIDENCE LEVELS HOW TO INTERPRET A DISCRIMINANT MAP MAP OF ITALY INTERVIEWING AREAS Pleasure Travel Markets to North America - Italy 1988 INTRODUCTION Pleasure Travel Markets to North America - Italy 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 of them 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 France West Germany Japan Hong Kong Singapore Switzerland Italy Australia Brazil Mexico This report on the Italian long haul 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 - Italy 1988 - 2 - OBJECTIVES The objectives of this study are as follows: 1. To provide broad-based marketing information on the Italian long haul pleasure travel market for strategic planning purposes 2. To identify and describe Italian 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 k. 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 Italian 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 Italian 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 - Italy 1988 - 3 - METHODOLOGY Qualified respondents for this study were people: - 18 years of age or over - Who took a vacation trip of four nights or longer by plane outside Italy, Europe and the Mediterranean in the past three years, or intended to take such a trip in the next two years The study was conducted in two stages. The first stage consisted of 2,044 nationally representative telephone interviews to determine the incidence of the target market as defined above. Households were contacted using a random sample of telephone numbers, and within household respondents were chosen randomly using the next birthday method. A 50/50 male/female quota was established to ensure proper representation by sex. First stage fieldwork was conducted September 8-15, 1988 (1,500 interviews) and November 23-28, 1988 (a further 544 interviews). The interviews were conducted in two waves to test for possible seasonal variations in the incidence of the target market due to variations in travel intentions. There was no evidence that this was the case. The second stage consisted of 1,445 personal in-home interviews. Random starting points were used to screen for respondents, with a maximum of five interviews conducted per starting point. In households with more than one qualified respondent, a random selection was made using the next birthday method. Interviews were distributed by region based on the results of the first stage of the study. In the second stage, low population density areas (less than 30,000 inhabitants) were somewhat under-represented. The data were accordingly weighted to the first stage results as follows: Population density Less than 30,000 30,000 - 250,000 Over 250,000 Actual sample Target from first stage Weight # % // 424 42.92 620.2 1.4627 514 27.43 396.4 0.7712 507 29.65 428.4 0.8449 1,445 100.00 1,445.0 Second stage fieldwork was conducted October 3-27, 1988. A copy of the questionnaire used is included in Appendix II. Pleasure Travel Markets to North America - Italy 1988 - k - Detailed computer cross-tabulations of all study results have been provided under separate cover. The banners provided include the following: - By sex, age, and life cycle - By type of trip, trip description, ever visited both Canada/U.S. - By region and population density - 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 within Canada/U.S. - By provinces in Canada interested in visiting - By miscellaneous destinations in Canada interested in visiting - By states in U.S. interested in visiting - By U.S. census regions interested in visiting - By U.S. tourism regions and miscellaneous destinations interested in visiting - By travel philosophy, benefit and product segments A table showing 95% statistical confidence limits for various base sizes is included in Appendix IV. In general, any results based on a sample size of less than 100 respondents should be viewed with some caution. Pleasure Travel Markets to North America - Italy 1988 MAIN FINDINGS Pleasure Travel Markets to North America - Italy 1988 - 5 - 1. MARKET SIZE Before examining the actual survey results themselves, it is worthwhile examining the survey sample in the context of the overall Italian population. The following points can be noted: - The Italian population 18 years of age or over is approximately 42,k00,000 people - The incidence of the target population of international travelers* is 11% or approximately 4,700,000 travelers - From external sources it is known that Italians took about 3,000,000 trips out of the country in 1985. In 1987 they took about 107,500 trips to Canada, and in 1988 they took about 353,000 trips to the U.S. It should be noted, however, that these figures include business trips, trips by any mode of transportation, trips of one night or more, and trips by children. In other words, these figures do not necessarily reflect the definition of long haul trips as used in this study. - Compared with the general population, the target market is somewhat younger and 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 plane outside Europe and the Mediterranean in the past three years, or intended to take such a trip in the next two years. Pleasure Travel Markets to North America - Italy 1988 - 6 - TABLE 1 TARGET MARKET Italian population 18 years or over Incidence of target market Size of target market 42,400,000 (1) 11% k,700,000 Actual number of business or pleasure trips of one night or longer by any mode of transportation outside Italy (includes children under 18 years): - To any destination in 1985 - To Canada in 1987 - To the U.S. in 1988 (D Istat (2) Travel & Leisure's World Travel Overview (3) Statistics Canada (*) USTTA TABLE 2 3,000,000 (2) 107,500 (3) 353,000 M COMPARATIVE TARGET MARKET DEMOGRAPHICS A£e 18 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 6k years 65 years or more Education Elementary school Junior high school High school or technical University Household income (Italian lire) 20 million lire or less 21 - 30 million lire 31 - kO million lire Over kO million lire Refused T, arget General market population 96 % fn] \k 28 19 73 18 w 17 13 Ik 5 18 8 49 19 25 '55} 21 m 5 16 21 18 21 (Ik) 11 17j 12 35 Pleasure Travel Markets to North America - Italy 1988 - 7 - 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 Italian 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 92% of respondents had taken a pleasure trip of at least four nights in the past three years, and 76% had taken such a trip by plane. (Reference: Table 3A) Of the respondents who had taken a pleasure trip of four nights or more, the majority (94%) had taken more than one trip, with a mean of 6.9 pleasure trips of four nights or more. Of those who had taken a pleasure trip of four nights or more by plane , 68% had taken multiple plane trips, with a mean of 3.3 such trips. (Reference: Table 3B) TABLE 3A PLEASURE TRIPS 4 NIGHTS OR MORE IN PAST 3 YEARS Total respondents (100%) Yes No By any mode of transportation 1445 % 92 8 By plane 1445 % 76 24 TABLE 3B NUMBER OF PLEASURE TRIPS 4 NIGHTS OR MORE TAKEN IN PAST 3 YEARS By any mode of By transportation plane Total respondents who took a trip (100%) 1334 1097 % % 1 7 32 2 8" 221 3 16 20 4 12 94 8 5-6 23 7 7 or more 35. 111 Mean 6.9 3.3 68 Pleasure Travel Markets to North America - Italy 1988 8 - Pleasure trips were defined as either short haul (i.e. to places in Europe and the Mediterranean) or long haul (i.e. to destinations elsewhere). Of the respondents who had taken a pleasure trip of four nights or more by plane in the past three years, 23% had traveled in Italy, 43% had traveled to some other part of Europe, and 23% had traveled to the Mediterranean outside of Europe. A total of 82% of the respondents had taken a trip to somewhere other than Europe and the Mediterranean i.e. had taken a long haul trip. (Reference: Table 4A) About one-third (36%) of travelers who had visited a long haul destination by plane had taken more than one such trip in the past three years. The mean was 1.8 such trips. (Reference: Table 4B) TABLE 4A WHERE TAKEN ANY PLEASURE TRIPS 4 NIGHTS OR MORE IN PAST 3 YEARS BY PLANE BY PLANE TO: Total respondents who took plane trip (100%) Yes No Rest of Mediterranean Else- Italy Europe (Non-Europe) where 00%) 1097 1097 1097 1097 % % % % 23 43 23 82 77 57 78 18 TABLE 4B NUMBER OF PLEASURE TRIPS 4 NIGHTS OR MORE TAKEN IN PAST 3 YEARS Total respondents who took pleasure trips 4+ nights by plane to that destination (100%) 1 2 3 or more Mean BY PLANE BY PLANE TO: Italy ps 100%) 252 % Rest of Mediterranean Europe (Non-Europe) 471 256 % % Else- where 894 % 49 22 29_ 51 58 20" 23 62 38 64 18" 18 36 2.6 2.0 1.8 1.8 Pleasure Travel Markets to North America - Italy 1988 - 9 - In the context of the total sample, then, it can be seen that 62% of respondents had taken a pleasure trip of four nights or more by plane outside Italy in the past three years i.e. had taken a long haul trip. This means that 38% of respondents were in the sample by virtue of the fact that they intended to take such a trip in the next two years. (Reference: Table 5) TABLE 5 PLEASURE TRIPS k NIGHTS OR MORE IN THE PAST 3 YEARS BY PLANE OUTSIDE ITALY Total respondents (100%) 1 ,445 % Yes 62 No 38 Pleasure Travel Markets to North America - Italy 1988 - 10 - 2.2 Destination of two most recent trips Respondents who had traveled on a long haul trip were asked which destinations they had been to on their most and second most recent pleasure trips in the past three years. The most popular destination visited on long haul trips was the U.S. mainland (a destination for 30% of the trips), followed by the Far East/Asia (23%), and Central/South America (20%). Destinations visited to a lesser extent were Central/South Africa (11%), Canada (9%), and the West Indies/Caribbean (7%). (Reference: Figure 1) In terms of demographics, travelers going to Canada and the U.S. appeared to have somewhat similar profiles. Compared with travelers overall, those who had traveled to Canada and the U.S. were more likely to be: - Young (18-24 years) - Single - Student - From the South of Italy - High school educated - Living in a household without children (Reference: Table 6) FIGURE! DESTINATION OF TWO MOST RECENT LONG HAUL TRIPS IN PAST 3 YEARS* Total U.S. (unduplicated mentions) U.S. mainland Hawaii/Guam/Samoa Far East/Asia Central/South America Central/South Africa Canada H 4% West Indies/Caribbean Mexico Australia/New Zealand | I] 2% Other r :;.;:;y} 3% 30% 30% ll% .,y.---:-:-| 20% 13 11% 23% 7% 10 - r- 20 30 40 * Based on 1,215 trips comprised of 894 most recent trips and 321 second most recent trips. Pleasure Travel Markets to North America - Italy 1988 - 11 - TABLE 6 DEMOGRAPHICS OF VISITORS TO KEY DESTINATIONS DESTINATION VISITED* Total respondents (100%) Sex Age Male Female 18-2* years 25 - 3* years 35 - ** years *5 - 5* years 55 - 6* years 65 years or over Marital status Single Married Living together Divorced/separated/ widowed Occupation Owner Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Student Retired Homemaker Other Region Northwest Northeast Center South Total Canada U.S. Other 1**5 82 29* 588 % % % % 55 59 56 57 *5 *1 ** *3 17 ® (25) 11 28 20 2* 32 23 21 18 2* 15 17 16 18 13 5 11 12 5 12 6 * 36 © ® 3* 55 50 *5 57 2 1 2 2 8 8 8 7 6 1 6 8 6 2 9 6 17 18 16 18 30 32 25 33 6 2 * 8 6 A X 5 8 @ (13) * 7 ^ 7 6 10 9 9 8 33 21 25 22 2* 19 30 25 18 28 39 2* 22 16 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 12 - TABLE 6 (cont'd) DEMOGRAPHICS OF VISITORS TO KEY DESTINATIONS DESTINATION VISITED* Total respondents (100%) Education Elementary school Junior high school Technical training school High school University Life cycle Living alone Living with one adult Single with children Couple with children Other Living arrangement Live alone Living with children Living without children Mean no. of adults 18 years or over Whether any children under 18 years in household Yes No Household income (Italian lire) 20 million lire or less 21 - 30 million lire 31-40 million lire Over 40 million lire Refused Total Canada U.S. Other 1445 82 294 588 % % % % 8 9 7 5 19 18 14 22 38 37 35 40 17 (23) © 14 19 w W 20 9 5 9 12 21 20 20 23 9 11 10 7 30 24 20 30 32 9 38 53 2.7 40 5 35 3.0 41 9 30 © 2.9 29 12 37 51 2.5 38 35 30 37 62 65 70 63 16 17 14 15 18 21 17 16 14 10 10 15 17 16 21 17 35 37 38 36 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 13 - 2.3 Type of two most recent trips When asked what type of trip they had taken on their most and second most recent trips to any long haul destination, the most frequent mention given by respondents was a touring trip (49%). A variety of other trip types received relatively few mentions, e.g. a visit to friends and relatives (15%), combined business and pleasure (12%), outdoor (10%), city (6%), and resort (596). (Reference: Figure 2) FIGURE 2 TYPE OF TWO MOST RECENT LONG HAUL TRIPS* Touring trip (49%) Other (2%) Visit friends and V ||§|§;^ Resort (5%) relatives (15%) City (6%) Combined business _T*^ V Outdoor trip (10%) and pleasure (12%)- / * Based on 1,215 trips comprised of 894 most recent trips and 321 second most recent trips. Note: For full descriptions of the trip types discussed in this section see Card A in Appendix II. Pleasure Travel Markets to North America - Italy 1988 - 14 - The incidence of touring trips was lower for destinations in Canada and the U.S. as compared with "other" destinations. Trips to visit friends and relatives, however, were more frequent for North American destinations, particularly Canada. Although not highly popular, city trips were also proportionately more frequent for U.S. destinations. (Reference: Table 7) TABLE 7 TYPE OF LONG HAUL TRIP* DESTINATION Total Canada U.S. Other Total trips taken by respondents (100%) 1214 111 364 829 % % % % Touring trip 49 36 42 55 Visit friends and relatives 15 36 26 9 Combined business and pleasure 12 15 15 10 Outdoor trip 10 5 4 12 City 6 5 11 5 Resort 5 1 2 7 Exhibition, special event or theme park 1 3 1 1 Cruise 1 _ *# 1 * Total most and second most recent trip ** Less than 0.5% + On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Italy 1988 - 15 - 2.k Mode of transportation used within Canada and mainland U.S. Respondents who had visited either Canada or the U.S. were asked which modes of transportation they used within the country on their trip. Piane was the most popular mode of transportation used, although more so in the U.S. (80%) than in Canada (60%). Since all respondents can safely be assumed to have flown to North America, the proportions using rented cars (36% in the U.S. and 28% in Canada) represent the proportions who could be said to have taken a fly/drive holiday. (Reference: Table 8) TABLE 8 MODE OF TRANSPORTATION USED WITHIN CANADA AND MAINLAND U.S.* Total trips taken by respondents (100%) Plane Public transportation (within cities) Private car Rented car Bus (between cities) Boat Train Camper or RV Mainland Canada U.S. 111 362 % % 60 80 27 *3 52 39 28 36 31 30 11 19 9 12 3 3 * Total most and second most recent trip Pleasure Travel Markets to North America - Italy 1988 - 16 - 2.5 Number of nights away Detailed trip characteristics were obtained about the long haul trips taken by respondents in the past three years i.e. about the pleasure trips by plane lasting four nights or more to long haul destinations. Respondents who had taken only one such trip were asked about that trip; those who had taken two or more such trips were asked about either their most recent or their second most recent trip on a random basis. The average duration of these long haul trips was 25 nights. Almost one-half (48%) of the trips lasted 17 nights or more. Trips that included the U.S. (31.6 nights) and, to a lesser extent, Canada (26.7 nights) were longer in duration than were trips to other destinations (21.7 nights). It should be noted that these averages refer to the total length of the trip, and not necessarily to the number of nights actually spent in Canada and the U.S. (Reference: Table 9) TABLE 9 NUMBER OF NIGHTS AWAY ON LONG HAUL TRIP* TRIPS THAT INCLUDED:** Total respondents took long haul trip (100%) 4-6 nights 7-9 nights 10-16 nights 17-29 nights 30 or more nights Mean + Total Canada U.S. Other 894 82 294 588 % % % % 2 4 4 1 14 13 16 13 36 23 23 43 23" 25_ 48 2 *" 37 61 2i 35. 57 2 * 20 25.0 26.7 31.6 21.7 44 * Outside Europe and the Mediterranean ** On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. + The mean reflects the length of stay of the entire trip, not necessarily the number of nights spent in Canada or the U.S. Pleasure Travel Markets to North America - Italy 1988 - 17 - 2.6 Month of departure Summer (37%) was the most popular season to take a long haul trip, followed by winter (25%), spring (20%), and fall (19%). For Canada, a very high proportion (61%) of the trips were taken during the summer months, while only 6% were taken during the winter. Travel to the U.S. followed a similar pattern with 46% of the trips occurring in summer and 14% in winter. Both winter and summer trips were equally popular (31% respectively) among travelers to other destinations. (Reference: Table 10) TABLE 10 MONTH LONG HAUL TRIP WAS STARTED DESTINATION* Total respondents took long haul trip (100%) Winter December January February s P rin g March April May Summer Fall June July August September October November Total Canada U.S. Other 894 % 82 % 294 % 588 % (25) (6) (14) (31) 9 9 6 1 3 2 7 5 2 10 12 9 (19) (18) (20) (18) 6 6 7 3 15 5 5 10 7 7 5 (37) (61) (46) (31) 7 10 21 13 14 33 10 13 23 5 7 19 (20) (16) (20) (20) 8 6 6 10 3 4 7 8 5 8 5 7 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Italy 1988 - 18 - 2.7 Traveling party Among travel parties that did not include children under 18 years, the mean number of members was 3.4. Parties that included children were much larger with 5.9 members on average. Adult-only parties appeared to be somewhat smaller for Canada and the U.S. than for other destinations. (Reference: Table 11A) Only 18% of long haul travelers went on their trip by themselves, while 41% went with their wife/husband/ girl friend/boy friend. Friends (30%), children (11%), and organized groups or clubs (8%) were the next most frequently mentioned traveling partners. Travelers were more likely to travel alone to North American destinations than to other destinations. (Reference: Figure 3 and Table 1 IB) TABLE HA NUMBER OF PEOPLE IN IMMEDIATE TRAVEL PARTY Parties without children under 18 years Total respondents took long haul trip without children (100%) 1 2 3 or more Mean 3.4 DESTINATION* Total Canada U.S. Other 731 67 238 489 % % % % 22 30 31 18 38 34 38 37 40 36 31 45 2.9 2.8 3.8 Parties with children under 18 years Total respondents took long haul trip with children (100%) 1 2 3 4 5 or more Mean 163 15+ 55 99 % % % % 9 5 9 10 21 22 15 23 15 27 21 10 55 46 55 57 5.9 5.2 6.1 6.1 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. +Note: small base Pleasure Travel Markets to North America - Italy 1988 - 19 - FIGURE 3 PEOPLE TRAVELED WITH ON LONG HAUL TRIP Wife/husband/girl friend/ boy friend Friends Traveled alone Child(ren) Organized group/club/etc. Other relatives Business associates/ colleagues Father/mother I I I ■■I11M1H II I I I 41% fW^Wff^W^^^^^^^^W^^WfWPWWWfWWfWWW WUUUWUMHMMMWMMWMMMWMMMWHiiiMI 30% WTrrTTTT***** 11% I 5% 3% -r - 10 20 i 30 - r- 40 50 Based on 894 respondents who took a long haul trip Pleasure Travel Markets to North America - Italy 1988 - 20 - TABLE 11B PEOPLE TRAVELED WITH ON LONG HAUL TRIP DESTINATION* Total respondents took long haul trip (100%) Wife/husband/girl friend/boy friend Friends Traveled alone Child(ren) Organized group/club/etc. Other relatives Business associates/colleagues Father/mother Total Canada U.S. Other 894 82 294 588 % % % % 41 38 34 45 30 27 26 32 18 25 25 15 11 14 12 10 8 6 5 10 6 9 8 5 5 - 7 4 3 5 4 2 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Italy 1988 - 21 - 2.8 How long before leaving was destination decided and trip booked For the majority (57%) of long haul trips, the destination was decided within 2 months of departure. The mean lead time was 3.6 months . The figure was slightly higher for travelers to the U.S. (4.0 months) and Canada (4.9 months) than for those who visited other destinations (3.3 months). (Reference: Table 12A) TABLE 12A NUMBER OF MONTHS BEFORE LEAVING WAS DESTINATION DECIDED DESTINATION* Total respondents took long haul trip (100%) 1 month or less Over 1 month to 2 months Over 2 months to 3 months Over 3 months to 4 months Over 4 months to 5 months Over 5 months to 6 months Over 6 months Mean Total Canada U.S. Other 894 82 294 588 % % % % 36" 31 35 37 1 21_ 57 15] * 6 isj 53 23j 13 17 \5 12 7 3 6 8 3 7 3 3 7 9 9 6 13 17 15 11 3.6 4.5 4.0 3.3 60 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Italy 1988 - 22 - The lead time involved in actually booking the trip was much shorter. Of all the long haul trips, 84% were booked 2 months or less in advance, including 64% booked 1 month or less in advance. (Reference: Table 12B) TABLE 12B NUMBER OF MONTHS BEFORE LEAVING WAS TRIP BOOKED DESTINATION* Total respondents took long haul trip (100%) Vi month or less Over Yz month to 1 month Over 1 month to 2 months Over 2 months to 3 months Over 3 months to 4 months Over 4 months Total Canada U.S. Other 894 82 294 588 °A i °A > % % 28 24 32 27 36 84 37 82 41 89 35 20 21 16 21 10 13 6 11 3 4 3 3 3 2 3 3 83 Mean 1.5 1.5 1.3 1.5 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Italy 1988 - 23 - 2.9 Sources of information used in planning A variety of sources were used by long haul travelers in planning their trips, with an average of 2.0 mentions given per respondent. The most frequent mention was a travel agent (70%), followed by friends/family (40%), and brochures/pamphlets (33%). Other sources used to a lesser extent were books/library (16%), and newspaper/magazine articles (15%). The strong influence of travel agents was evident from the 45% who named them as the single most important source of planning information. Friends/family were a distant second at 25%, with no other sources receiving significant levels of mentions. These results strongly indicate how important it is to keep travel agents well informed and stocked with product possibilities. (Reference: Table 13A) TABLE 13A SOURCES OF INFORMATION USED IN PLANNING A LONG HAUL TRIP Total respondents took long haul trip (100%) Travel agent Friends/family Brochures/pamphlets Books/library Newspaper/magazine articles Airline Advertisements Embassy/consulate Government tourism office/board Tour operator/company Clubs/associations Automobile associations Other None Sources Most important used source used 894 894 % % 70 45 40 25 33 7 16 6 15 3 7 3 5 * 5 1 5 1 3 1 3 1 1 * 4 2 4 5 Mean number of sources used 2.0 * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 - 2k - The information sources used by travelers to Canada and the U.S. were basically the same as those used by travelers to other destinations. (Reference: Table 13B) TABLE 13B MOST IMPORTANT SOURCES OF INFORMATION USED IN PLANNING A LONG HAUL TRIP DESTINATION** Total respondents took long haul trip (100%) Travel agent Friends/family Brochures/pamphlets Books/library Airline Newspaper/magazine articles Tour operator/company Clubs/associations Government tourism office/board Embassy/consulate Advertisements Automobile association Other None Total Canada U.S. Other 894 82 23k 588 % % % % 45 39 43 40 25 33 27 23 7 3 5 8 6 1 5 7 3 6 4 2 3 3 3 2 1 - 2 1 1 1 2 1 1 3 2 1 1 - * 1 * - - * * - * 1 2 2 3 2 5 8 5 4 * Less than 0.5% ** On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Italy 1988 - 25 2.10 Whether a package trip The most common type of trip (taken by 49% of long haul travelers) was an independent trip, meaning a trip that included neither a flight/accommodation package nor a guided tour. All-inclusive guided tours (package tours that included flight and accommodation as well as a planned guided tour) were taken by 33% of travelers. Flight and accommodation packages (with no guided tour) were less popular (15%), while guided tours only (with no flight and accommodation package) were the least common of all (3%). Independent trips were proportionately more frequent among trips to Canada and the U.S. than they were among trips to other destinations. The proportion was greatest for Canadian travelers (7S%), as only a small percentage of this group took package trips. These results correlate with the incidence of VFR trips seen earlier in Table 7B. (Reference: Figure 4 and Table 14) FIGURE 4 TYPE OF LONG HAUL TRIP Independent (49%) Guided tour only (3%) Flight and accommodation package only (15%) All inclusive guided tour (33%) Based on 894 respondents who took a long haul trip Pleasure Travel Markets to North America - Italy 1988 - 26 - TABLE 14 TYPE OF LONG HAUL TRIP DESTINATION* Total respondents took long haul trip (100%) Independent All-inclusive guided tour (flight and accommodation and guided tour) Flight and accommodation package only Guided tour only Total Canada U.S. Other 894 82 294 588 % % % % 49 78 64 40 33 15 22 39 15 5 11 18 3 3 3 3 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Italy 1988 - 27 - 2.1 1 Where booked Nearly all (95%) of the flight and accommodation packages (which may or may not have included a guided tour) were booked with travel agents. (Reference: Table 15) Likewise, the majority of travelers who took a guided tour (which may or may not have included a flight and accommodation package) were booked through a travel agent (90%). (Reference: Table 16) Respondents who had not taken a flight/accommodation package were asked separately where they had booked their flight and where they had booked their accommodation. In terms of the flight, travelers to all destinations were the same in terms of using a travel agent at least S5% of the time. For accommodation, the figure for travel agent was only 15%, as a total of 37% stayed with friends or relatives, 27% booked with the hotel directly, and 24% did not book in advance. Consistent with the relatively higher level of trips to visit friends and relatives in North America (see Section 2.3), the incidence of staying with friends or family was higher for Canadian and U.S. trips (59% and 50% respectively) than for trips elsewhere (24%). (Reference: Table 17) A summary of unduplicated mentions of booking sources confirms the popularity of using a travel agent. The majority of travelers (90%) used a travel agent to book at least part of their holiday, while only 8% booked their trip (or part of their trip) through an airline, and 14% through a hotel. (Reference: Table 18) Pleasure Travel Markets to North America - Italy 1988 - 28 - TABLE 15 WHERE FLIGHT AND ACCOMMODATION PACKAGE WAS BOOKED DESTINATION* Total respondents took flight/accommodation package (100%) Travel agent Airline Others Total Canada U.S. Other 429 16 + 96 337 % % % % 95 85 92 96 2 5 3 2 3 10 5 2 TABLE 16 WHERE GUIDED TOUR WAS BOOKED DESTINATION* Total respondents took guided tour (100%) Travel agent Tour company/holiday company Airline Others Total Canada U.S. Other 317 15 + 73 2kk % % % % 90 72 Z5 92 k 17 6 3 1 - 1 2 4 11 8 3 + 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 took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Italy 1988 - 29 - TABLE 17 WHERE FLIGHT AND ACCOMMODATION FOR INDEPENDENT TRIP WAS BOOKED DESTINATION* Total respondents took independent long haul trip (100%) Flight (to destination only) Travel agent Airline directly Other Accommodation (can be more than one) Stayed with friends/relatives Hotel directly Travel agent Other Did not book in advance Total Canada U.S. Other 465 66 197 249 % % % % 85 Z5 85 86 14 15 13 13 2 - 3 1 37 59 50 24 27 19 23 32 15 13 14 18 4 1 5 3 24 15 18 30 TABLE 18 WHERE COMPONENTS OF LONG HAUL TRIP WERE BOOKED (Total unduplicated mentions) DESTINATION* Total respondents took long haul trip (100%) Travel agent Direct with hotel etc. Airline Tour company/holiday company Others Total Canada U.S. Other 894 82 294 588 % % % % 90 88 88 92 14 15 16 14 8 13 9 7 1 3 2 1 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Italy 1988 - 30 - 2.12 Activities taken part in Respondents were shown a list of 38 activities that people might participate in during a holiday, and were asked to name the ones that they had actually taken part in on their trip. The overall answers were somewhat predictable e.g. the most frequent mentions were activities such as dining out in restaurants (91%), taking pictures/filming (89%), sightseeing in cities (S7%), shopping (86%), and sampling local foods (85%). Of more interest were the activities participated in by those going to either Canada or the U.S. The following are examples of comparatively higher mentions for each destination. Canada - Visiting galleries/museums (60%) - Visiting friends and relatives (59%) - Visiting national parks and forests (58%) - Visiting amusement or theme parks (49%) - Attending local festivals/fairs/special events (49%) - Touring the countryside (45%) U.S. - Visiting galleries/museums (67%) - Visiting friends and relatives (51%) - Visiting amusement or theme parks (50%) - Attending local festivals/fairs/special events (48%) - Visiting casinos/gambling (31%) - Visiting places of importance in military history (26%) Interestingly, neither Canada nor the U.S. were distinguished on such activities as visiting scenic landmarks, visiting wilderness areas, observing wildlife, etc. Although these were important activities in North America, they were important activities in other destinations as well. Finally, judging from the low mentions given to such activities as skiing, hunting, fishing, golf, tennis and so on, the Italian traveler is generally not a sports-oriented one. (Reference: Table 19) Pleasure Travel Markets to North America - Italy 1988 - 31 - TABLE 19 ACTIVITIES TAKEN PART IN DURING LONG HAUL TRIP DESTINATION* Total respondents took long haul trip (100%) Dining out in restaurants Taking pictures/filming Sightseeing in cities Shopping Sampling local foods Getting to know the local inhabitants Visiting scenic landmarks Visiting wilderness areas Going on short guided excursions or tours Observing wildlife/bird watching Visiting the seaside Visiting places of historic interest Sunbathing or other beach activities Visiting galleries/museums Visiting national parks or forests Swimming Visiting nightclubs, etc. Visiting sites commemorating important people Attending local festivals/fairs/special events Total Canada U.S. Other 894 82 294 588 % % % % 91 87 94 90 89 91 86 90 87 89 90 86 86 83 90 85 85 70 80 88 83 77 75 88 78 79 72 80 72 72 61 78 62 53 53 68 61 53 53 66 60 37 53 66 59 55 52 62 56 53 28 40 © 66 46 49 46 25 48 34 48 53 43 39 45 42 38 32 44 36 37 @ @ 30 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 32 TABLE 19 (cont'd) ACTIVITIES TAKEN PART IN DURING LONG HAUL TRIP DESTINATION* Total respondents took long haul trip (100%) Touring the countryside Visiting mountainous areas Visiting friends or relatives Attending concerts/live theatre Visiting places of archeological interest Visiting amusement or theme parks Visiting casinos/gambling Taking a day cruise Attending sporting events Visiting places of importance in military history Water sports Climbing, hiking, etc. Fishing Golfing/tennis Horse riding Taking a cruise of one or more nights Visiting health spas Hunting Snow skiing Total Canada U.S. Other 1158 89 225 708 % % % % 36 © 37 34 34 39 34 33 34 © © 24 32 31 37 30 31 10 17 40 31 ® ' 50 1 21 22 18 3 7 19 22 17 19 24 21 29 25 19 19 17 © 17 18 8 13 22 16 16 13 17 16 10 6 21 10 16 12 9 9 5 5 11 7 2 6 8 5 2 3 6 2 3 2 2 1 2 1 1 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 33 - 2.13 Satisfaction and likelihood of returning Long haul travelers were well satisfied with their trips to all destinations. A total of 80% said that they were very satisfied and a further 18% said that they were somewhat satisfied. Only 3% of the travelers felt they were not very or not at all satisfied. These proportions did not vary significantly by major destination. (Reference: Table 20) Overall, respondents seemed interested in returning to previously visited destinations. In total, 64% said they would be very or somewhat likely to return, including 30% who said they would be very likely to do so. Interest in returning, however, was significantly higher for both Canada and the U.S. as compared with other destinations. A total of 79% of travelers to the U.S. and 71% of travelers to Canada said that they would be likely to return, compared with 55% for other destinations. (Reference: Table 21) TABLE 20 DEGREE OF SATISFACTION WITH LONG HAUL TRIP DESTINATION* Total respondents took long haul trip (100%) Very satisfied (X4) Somewhat satisfied (X3) Not very satisfied (X2) Not at all satisfied (XI) Total Canada U.S. Other 894 82 294 588 % % % % 80 75 79 80 18 23 18 18 2 2 2 2 1 _ 1 1 Mean 3.8 3.7 3.8 3.8 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Italy 1988 - 3^ - TABLE 21 LIKELIHOOD OF RETURNING TO SAME LONG HAUL DESTINATION DESTINATION* Total respondents took long haul trip (100%) Very likely (X*) Somewhat likely (X3) Not very likely (X2) Not at all likely (XI) Total % 30' 34. 21 16 64 Canada U.S. Other 82 294 588 % % % 29" *2_ 71 40' 39. 25" 79 30_ 5 22 15 24 55 21 Mean 2.8 2.9 3.1 2.6 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents took more than one such trip. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Italy 1988 - 35 - 3. LIKELY VACATION DESTINATIONS 3.1 Places would like to visit overseas (unaided) Respondents were asked on an unaided basis to name five places overseas they would like to visit on a vacation trip, as well as the one place they would most like to visit in the next two years. These questions provided an indication of the level of interest in visiting Canada and the U.S. in the context of all destinations available to travelers. With respect to the five top choices named, the destination area receiving the most frequent mentions was the Far East/Asia (82%). The U.S. was named by a total of 64%, as 54% named mainland destinations and 10% named Hawaii/Guam/Samoa. Other popular destinations were: Central/South America (53%), Australia/New Zealand (42%), Central/South Africa (32%) and Canada (31%). Although the actual figures involved were lower, responses for the one top choice destination followed a pattern similar to the above. The rank order of destinations actually visited differed somewhat from the pattern above. The main difference was that the Far East/Asia and Australia/New Zealand were visited less often than would be predicted by their "like to visit" rank order, presumably due to their distant location from Italy. The mainland U.S. was visited more often than would have been predicted. This result means that "like to visit" does not necessarily mean "likely to visit". The data indicate, however, an interest in destinations yet to be visited. (Reference: Table 22) In terms of demographics, respondents who would most like to visit Canada or the U.S. were fairly typical of travelers most interested in other places. They did, however, have a slight tendency to be older, married, and from the South of Italy. (Reference: Table 23) Pleasure Travel Markets to North America - Italy 1988 - 36 - TABLE 22 LONG HAUL DESTINATIONS WOULD LIKE TO VISIT Actual destination of two most recent trips Total respondents (100%) Far East/Asia U.S. total Mainland (including Alaska) Hawaii/Guam/Samoa Central/South America Australia/New Zealand Central/South Africa Canada Mexico West Indies/Caribbean Other South Pacific Islands Near/Middle East Other Five top choices One top choice in past 3 years 1**5 1**5 89** % % % 82 32 23 (58) (21) (30) 5* 19 30 10 2 1 53 13 19 42 9 2 32 5 11 31 6 9 27 5 * 2* 6 6 5 2 1 3 1 - 1 1 2 * Respondents who took a trip ** Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 - 37 - TABLE 23 KEY DESTINATIONS WOULD MOST LIKE TO VISIT BY DEMOGRAPHICS Total respondents (100%) Sex Age Male Female 18-24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 64 years 65 years or over Marital status Single Married Living together Divorced/ separated/ widowed Occupation Owner Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Student Retired Homemaker Other Geographic area Northwest Northeast Center South 33 21 25 22 28 18 21 ® WOULD MOST LIKE TO VI! Total Canada U.S. Other 1445 92 304 1047 % % % % 55 59 54 55 45 41 46 45 17 12 17 17 28 24 20 30 23 27 25 22 15 u 16 13 18) '16] 12 5 lOj [7} 4 36 28 30 38 55 ( 2 62) ( (j> 53 2 8 9 9 7 6 3 6 7 6 3 6 7 17 14 15 18 30 33 25 31 6 7 6 6 6 6 5 6 8 8 8 7 7 8 12 6 10 11 11 9 26 20 28 © 35 21 25 19 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 38 TABLE 23 (cont'd) KEY DESTINATIONS WOULD MOST LIKE TO VISIT BY DEMOGRAPHICS Total respondents (100%) Education Elementary school Junior high school Technical training school 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 Living without children Mean no. of adults 18 years or over Whether any children under 18 years in household Yes No Household income (Italian lire) 20 million lire or less 21-30 million lire 31-40 million lire Over 40 million lire Refused 32 2.7 WOULD MOST LIKE TO VISIT .. Total Canada U.S. Other 1445 92 304 1047 % % % % 8 13 14 5 19 9 19 21 38 43 39 37 17 19 13 17 19 15 14 20 9 11 6 10 21 11 18 22 9 5 7 9 30 37 34 28 36 2.7 35 2.8 31 9 11 6 10 38 42 41 37 53 47 53 53 2.6 38 42 41 37 62 58 59 63 16 14 18 16 18 17 20 17 14 15 13 14 17 15 16 18 35 39 33 36 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 39 - 3.2 Likelihood of visiting place would most like to visit Overall, 62% of respondents said that it was either definitely or very likely that they would travel in the next two years to the destination they named as the one they would most like to visit. A much lower number (only 6%) said that it would be unlikely for them to do so. The likelihood of traveling to the named destination was higher among people who mentioned Canada (72%) and the U.S. (71%) than among those who mentioned other places 07%). (Reference: Table 2*) TABLE 2* LIKELIHOOD OF VISITING THE ONE PLACE WOULD MOST LIKE TO VISIT Total respondents named a destination (100%) Definitely (X5) Very likely (X*) Likely (X3) Might or might not (X2) Not likely (XI) WOULD MOST LIKE TO VISIT .. Total Canada U.S. Other 1**5 92 30* 10*7 % % % % 2*] 33] 29 n 211 62 72 71 38j 39 *2^ 36 23 18 21 25 9 11 5 10 6 _ 2 8 57 Mean 3.6 3.9 3.9 3.5 Pleasure Travel Markets to North America - Italy 1988 - ko - 3.3 Places in U.S. /Canada Italians might go on vacation In order to obtain a measure of awareness of specific vacation destinations within Canada and the U.S., respondents were asked to name: 1. Five places that people might go on vacation (unaided) 2. Three other places that people might go on vacation (this time aided by a map) The above questions were asked separately for Canada and the U.S. In the data processing stage, answers were coded exactly as given by respondents and a full listing is available under separate cover. For the purposes of the main computer tables and this report, however, responses were grouped and reported for the following categories: Canada - 10 provinces and two territories - Any specific location with 50 or more mentions U.S. - Top states - 11 census divisions (see Appendix III) - Eight travel regions (see Appendix III) - Any specific location with 75 or more mentions For example, answers grouped into "California" would include mentions of California plus any mentions of Los Angeles, Yosemite National Park, Disneyland, and so on. A respondent naming both Los Angeles and San Francisco, though, would only count as one California mention. A similar coding scheme was also followed for all of the remaining questions in this section of the report. When asked on an unaided basis to name destinations in the U.S. and Canada where people might go on a vacation, most respondents mentioned at least one place in the U.S. (96%) while somewhat fewer mentioned at least one place in Canada (82%). On a total unaided and aided basis, all respondents mentioned a place in the U.S., and all but 1% named a place in Canada. (Reference: Table 25) Pleasure Travel Markets to North America - Italy 1988 - 41 - TABLE 25 WHETHER OR NOT RESPONDENT NAMED ANY PLACES PEOPLE MIGHT GO ON A VACATION Total respondents (100%) Canada Yes No UJS. Yes No 5 places people might go on vacation (unaided) 3 more places people might go on vacation (aided) Total unaided and aided mentions 1445 % 1445 % 1445 % 82 18 93 7 99 1 96 95 5 100 Specific results for awareness of vacation destinations were as follows: Canada - On an unaided basis, the most frequently named destinations were in Ontario (84%), and Quebec (69%). The next most frequent mentions were destinations in British Columbia (32%), Newfoundland/Labrador (17%) and Alberta (16%). Specific destinations with the highest level of unaided mentions were Toronto (47%), Montreal (44%), and Niagara Falls (36%). Vancouver (23%), Quebec City (19%), and Ottawa (17%) were the next most frequent mentions. - On a total unaided and aided basis, destinations in Ontario (90%), Quebec (84%) and British Columbia (53%) continued to be the top mentions, followed by Newfoundland/Labrador (39%), Alberta (32%) and the Yukon (30%). Specific destinations repeated much the same order as seen on an unaided basis, with the exception of Montreal (52%) moving in front of Toronto (51%) as the top mention. These destinations were followed by Niagara Falls (46%), Vancouver (33%), Quebec City (29%) and Ottawa (23%). (Reference: Table 26A) Pleasure Travel Markets to North America - Italy 1988 - k2 U.S. - On an unaided basis, California (79%) received the greatest number of mentions, followed by New York (71%) and Florida (^3%). The next most frequent mentions were destinations in Texas (28%), Arizona (19%), Colorado (16%) and Nevada (15%). The main specific mentions in California were San Francisco (25%) and Los Angeles (18%). In New York, the destination most frequently mentioned was New York City (58%). On a total unaided and aided basis, almost all respondents (89%) mentioned at least one California destination, and most mentioned destinations in New York (77%) and Florida (65%). The specific destinations mentioned followed exactly the same order as on an unaided basis. Mentions were skewed toward New York City (63%), with the next most frequent mentions being San Francisco (28%) and Los Angeles (21%). (Reference: Table 26B) Pleasure Travel Markets to North America - Italy 1988 - 43 - 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 Toronto Montreal Niagara Falls Vancouver Quebec City Ottawa Calgary Klondike National Park Great Lakes St. Lawrence Region Victoria Vancouver Island Winnipeg Queen Charlotte Island 5 places 3 more people places people Total might go on might go unaided vacation on vacation and aided (unaided) (aided) mentions 1188 1347 1436 % % % 17 27 39 1 2 3 5 11 15 1 1 2 69 44 84 84 58 90 6 14 18 3 6 8 16 21 32 32 35 53 12 22 30 10 13 19 47 13 51 44 16 52 36 18 46 23 15 33 19 15 29 17 9 23 8 5 11 5 7 11 5 * 5 4 1 4 2 4 5 1 3 4 1 3 4 1 3 4 Pleasure Travel Markets to North America - Italy 1988 - nn - TABLE 26B 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%) 1391 1378 1442 % % % Top States California 79 25 89 New York 71 13 77 Florida 43 27 65 Texas 28 28 53 Arizona 19 21 37 Colorado 16 17 31 Nevada 15 11 25 Louisiana 12 12 22 Washington D.C. 11 7 17 Washington 9 5 13 Massachusetts 8 3 11 Illinois 7 5 11 Pennsylvania 6 7 12 Hawaii 4 4 8 8 Travel Regions Travel South 57 50 82 Visit U.S. West 87 59 96 New England 1 1 4 14 Old West Trail Foundation 12 18 27 America's Heartland 16 19 31 Foremost West 41 48 68 George Washington Country 19 17 31 Great Lakes 13 16 26 * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 45 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%) 1391 1378 1442 % % % 1 1 Census Divisions West North Central 5 11 15 East South Central 3 6 8 New England 11 4 14 Middle Atlantic 73 19 10 Middle Atlantic (excluding New York) 7 7 13 East North Central 12 14 23 South Atlantic 55 43 78 South Atlantic (excluding Florida) 19 20 35 West South Central 38 39 66 Mountain 53 60 SO Pacific 83 39 93 Pacific (excluding California) 15 17 30 Pacific Islands 4 4 8 Atlantic Islands * 2 2 Specific Destinations New York City 58 7 63 San Francisco 25 4 28 Los Angeles 18 4 21 Las Vegas 9 2 11 Miami 8 3 11 Grand Canyon National Park 8 3 10 Boston 8 3 10 New Orleans 7 4 10 Chicago 5 3 8 Niagara Falls 5 3 7 Yellowstone National Park 5 3 7 * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 - 46 - 3 .4 Places in U.S. /Canada ever visited and visited in past 3 years At some time in the past, 35% of respondents had visited the U.S. and 13% had visited Canada. The incidence of visitation in the past three years was somewhat lower at 25% for the U.S. and 8% for Canada. (Reference: Table 27) Respondents were asked to name the places they had ever visited in Canada and the U.S., as well as those they had visited in the past three years. Not surprisingly the responses to these two questions tended to be correlated. The comments that follow relate to the destinations visited in the past three years as these would presumably better reflect current tastes of Italian travelers: Canada - Among respondents who had traveled to Canada in the past three years, the most popular destinations were in Ontario (80%, mainly Niagara Falls and Toronto), and Quebec (49%, mainly Montreal). (Reference: Table 28A) U.S. - The two states most visited in the past three years were New York (68%, mainly New York City) and California (44%, mainly San Francisco and Los Angeles). Florida (23%) was next in line. (Reference: Table 28B) TABLE 27 VISITED CANADA OR U.S. - EVER OR IN PAST THREE YEARS Total respondents (100%) Canada Ever visited Visited in past three years Total 1445 13 U.S. Ever visited Visited in past three years 35 25 Pleasure Travel Markets to North America - Italy 1988 - 47 - 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 Niagara Falls Toronto Montreal Vancouver Quebec City Ottawa St. Lawrence Region Calgary Victoria Banff National Park Jasper National Park Edmonton Vancouver Island Great Lakes Klondike National Park Visited in Ever past 3 visited years 190 129 % % 2 3 1 2 4 2 47 49 83 80 1 1 * 1 10 9 17 17 2 2 4 6 51 46 50 49 33 34 15 14 11 9 10 9 5 5 4 4 3 4 2 3 2 3 2 1 1 1 1 1 1 1 * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 48 TABLE 28B VACATION DESTINATIONS IN THE U.S. - WHETHER VISITED Total respondents visited the U.S. (100%) Top States New York California Florida Arizona Nevada Washington D.C. Massachusetts Colorado Texas Louisiana Pennsylvania Washington Illinois 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 498 361 % % 73 68 47 44 26 23 14 11 14 11 10 9 8 9 7 5 7 6 7 5 7 7 6 6 5 3 33 27 53 49 12 12 4 4 9 7 20 16 17 16 12 8 * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 - k$ - TABLE 28B (cont'd) VACATION DESTINATIONS IN THE U.S. - WHETHER VISITED Total respondents visited the U.S. (100%) 1 1 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding New York) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands Specific Destinations New York City San Francisco Los Angeles Las Vegas Grand Canyon National Park Boston Miami New Orleans Disneyland San Diego Chicago Niagara Falls Visited in Ever past 3 visited years 498 361 % % 4 4 2 1 12 12 74 70 9 10 11 7 36 33 16 14 12 11 26 20 51 48 8 8 1 - * - 62 57 21 19 12 11 8 7 7 5 7 7 6 5 5 4 5 5 4 4 4 3 4 3 * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 ^ - 50 - 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. All but 1% named at least one place in Canada or the U.S. that they were interested in visiting. (Reference: Table 29) Although the first choice destination is also reported in the tables, the following figures relate to the top three choices of destination: Canada - The provinces which respondents were most interested in visiting or re-visiting were Ontario (78%), Quebec (64%) and B.C. (29%). These were also the provinces which respondents were most likely to have been to in the past three years (see Table 28A). For Newfoundland/Labrador, however, 20% of the respondents expressed an interest in visiting there, whereas only a few (3%) had actually ever been there. Ontario's strength came primarily from Niagara Falls (34%) and Toronto (30%), Quebec's strength from Montreal (33%) and Quebec City (16%), and B.C.'s strength from Vancouver (15%). These same cities were also ranked in the top five destinations most likely to have been visited (see Table 28B). (Reference: Table 30A) U.S. - In terms of interest, California (70%) dominated all states, followed by New York (50%) and Florida (36%). These were also the states most likely to have been actually visited (see Table 28B). New York City (41%), San Francisco (15%) and Los Angeles (10%) were named most often as the specific destinations interested in visiting. (Reference: Table 30B) TABLE 29 WHETHER OR NOT NAMED ANY PLACES INTERESTED IN VISITING Total respondents (100%) 1445 Canada U.S. Yes 99 No 1 Yes 99 No 1 Pleasure Travel Markets to North America - Italy 1988 - 51 - 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 Niagara Falls Montreal Toronto Vancouver Quebec City Ottawa Klondike National Park Great Lakes St. Lawrence Region Calgary Vancouver Island * Less than 0.5% First Top three choice choices 1425 1425 % % 5 20 * 1 1 6 - 1 24 64 47 78 1 6 1 4 3 13 9 29 5 15 4 12 19 34 13 33 11 30 5 15 4 16 2 9 2 6 2 3 1 3 1 4 1 2 Pleasure Travel Markets to North America - Italy 1988 - 52 - TABLE 30B VACATION DESTINATIONS IN THE U.S. - INTEREST IN VISITING Total respondents providing choices (100%) Top States California New York Florida Texas Arizona Louisiana Colorado Nevada Massachusetts Washington D.C. Washington Hawaii Pennsylvania 8 Travel Regions Travel South Visit U.S. West New England Old West Trail Foundation America's Heartland Foremost West George Washington Country Great Lakes First Top three choice choices 1436 1436 % % 32 70 27 50 12 36 5 19 3 14 2 8 2 11 2 9 3 6 5 4 4 15 47 40 83 1 4 3 11 2 10 9 35 2 11 2 7 * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 53 - TABLE 30B (cont'd) VACATION DESTINATIONS IN THE U.S. - INTEREST IN VISITING Total respondents providing choices (100%) 1 1 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding New York) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands Specific Destinations New York City San Francisco Los Angeles Grand Canyon National Park New Orleans Miami Las Vegas Niagara Falls Yellowstone National Park Boston First Top three choice choices 1436 1436 % % 1 3 * 2 1 4 28 53 1 4 1 6 14 44 2 11 7 27 12 44 35 75 3 12 1 4 * 1 23 41 5 15 3 10 2 5 2 4 5 5 3 4 3 * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 - 5^ - 3.6 Summary of awareness, interest and visitation A summary of awareness, interest and visitation is provided in Tables 31A and 31B. In general, awareness and interest levels followed patterns similar to each other, except that the figures for interest tended to be somewhat lower. This would be partly attributable to the fact that they were based on only three mentions per respondent, while the awareness figures were based on up to five mentions per respondent. In terms of visitation, most destinations in Canada were visited less often than would be predicted from their awareness and interest levels. The main exception was Ontario, particularly Toronto and Niagara Falls. In the U.S., the situation was a little more mixed. California, Florida and Texas (among other destinations) were visited less often than would be predicted from awareness and interest levels, while New York performed quite well in this regard. At the same time, unlike California as a whole, specific destinations such as San Francisco and Los Angeles also performed well in this regard. (Reference: Tables 31A and 3 IB) Pleasure Travel Markets to North America - Italy 1988 - 55 - TABLE 31A SUMMARY OF AWARENESS, INTEREST AND VISITATION - CANADA Total respondents mentioned a place (100%) Provinces and Territories Newfoundland P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Toronto Montreal Niagara Falls Vancouver Quebec City Ottawa Calgary Klondike National Park Great Lakes St. Lawrence Region Victoria Vancouver Island Winnipeg Queen Charlotte Island 5 places Top 3 people places might go interested Visited in on vacation in past 3 (unaided) visiting years 1188 1425 129 % % % 17 20 3 1 1 2 5 6 2 1 1 - 69 64 49 84 78 80 6 6 1 3 4 1 16 13 9 32 29 17 12 15 2 10 12 6 47 30 49 44 33 34 36 34 46 23 15 14 19 16 9 17 9 9 8 4 4 5 6 1 5 3 1 4 3 5 2 - 4 1 2 1 Pleasure Travel Markets to North America - Italy 1988 - 56 - TABLE 31B SUMMARY OF AWARENESS, INTEREST AND VISITATION - U.S. Total respondents mentioned a place (100%) Top States California New York Florida Texas Arizona Colorado Nevada Louisiana Washington D.C. Washington Massachusetts Illinois Pennsylvania Hawaii 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 Top 3 people places might go interested Visited in on vacation in past 3 (unaided) visiting years 1391 1436 361 % % % 79 70 44 71 50 68 43 36 23 28 19 6 19 14 11 16 11 5 15 9 11 12 8 5 11 6 9 9 5 6 8 3 9 7 - 3 6 4 7 4 4 — 57 47 27 87 83 49 11 4 12 12 11 4 16 10 7 41 35 16 19 11 16 13 7 8 Pleasure Travel Markets to North America - Italy 1988 - 57 - TABLE 31B (cont'd) SUMMARY OF AWARENESS, INTEREST AND VISITATION - U.S. Total respondents mentioned a place (100%) 1 1 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding New York) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Pacific Mountain Pacific (excluding California) Pacific Islands Atlantic Islands Specific Destinations New York City San Francisco Los Angeles Las Vegas Miami Grand Canyon National Park Boston New Orleans Chicago Yellowstone National Park 5 places Top 3 people places might go interested Visited in on vacation in past 3 (unaided) visiting years 1391 1436 361 % % % 5 3 4 3 2 1 11 4 12 73 53 70 7 4 10 12 6 7 55 44 33 19 11 14 38 27 11 53 44 20 83 75 48 15 12 8 4 4 - * 1 - 52, 41 57 25 15 19 18 10 11 9 5 7 8 5 5 8 5 5 8 3 7 7 4 4 5 - 3 5 4 - Pleasure Travel Markets to North America - Italy 1988 - 58 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 either Canada or the U.S. in the next 5 years. The results were encouraging as 71% were interested in Canada, including 21% who were very interested. Even more respondents (87%) were interested in the U.S., including almost half (46%) who were very interested. INTEREST IN VISITING CANADA OR U.S. Canada U.S. Total respondents (100%) IW5 \W5 Very interested Somewhat interested Not interested 21 29 71 461 u 13 87 Mean 1.9 2.3 Pleasure Travel Markets to North America - Italy 1988 59 4. 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 - Italy 1988 - 60 - 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 behavioral 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 segments as the profiling variables. This type of approach would be equally valid as the one used in this report, and potentially more useful for some other applications. It is important to point out that the segmentation analyses performed are obviously based on the respondents in the sample i.e. the target long haul travel market. As this target market represents about 11% of the total adult population, it is a somewhat narrowly defined segment in itself. The analyses performed here are an attempt to further segment that particular market, and the results should certainly not be extrapolated to the population of Italy as a whole. In the following sections of this report, an understanding of what each segment depicts is provided by presenting the statements for each segment with the highest and lowest deviations from the overall mean (for that particular statement). For example, if a segment had a mean rating of 3.5 on a specific statement and the total sample had a mean rating of 3.0, then the deviation from the overall mean for that statement would be +0.5. Pleasure Travel Markets to North America - Italy 1988 - 61 - 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 - Italy 1988 - 62 - 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 how much they agreed or disagreed on a 4-point scale 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 Italian long haul pleasure travelers based on their overall mean scores on the four point scale used. Respondents seemed strongly disposed towards travel in that they thought money spent on travel was well spent (mean score of 3.6). They were not extravagant, however, as they believed value for vacation money was important (3.4), and that they did not have to spend a lot of money to enjoy their vacation (2.9). They also agreed that inexpensive travel to the destination was an important consideration (2.8), although they were relatively unlikely to want to travel on reduced fares (2.2). New and different destinations tended to be of relatively high interest, as respondents liked to go to different places on each trip (3.6) rather than to places they had been to before (1.8). In addition, they preferred to travel from place to place (3.5) rather than to stay put (1.6). They also liked to take short pleasure trips whenever they could (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 (1.7), and disagreed that they'd just as soon spend on things other than travel (1.6). ( eference: Table 32) Pleasure Travel Markets to North America - Italy 1988 - 63 - 5.2 Segments The segmentation analysis yielded a total of four travel philosophy segments. FIGURE 5 TRAVEL PHILOSOPHY SEGMENTS GUARDED (25%) BUDGET PACKAGE (20%) £SdBNT(35%).' Based on total sample of 1,445 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 is a brief description of each of the travel philosophy segments. Budget Package traveler (20%) - This group is one of two package groups which are similar in terms of expressing a preference for traveling on packages and guided tours. Both package groups prefer to have their vacation well planned and organized prior to departure. They accomplish this by having travel agents help choose their destinations and ensuring that packages and guided tours are arranged before leaving. This particular group is distinguished by the fact that inexpensive travel is important to them. They are therefore attracted to packages that offer reduced fares. Pleasure Travel Markets to North America - Italy 1988 6k Premium Package traveler (21%) This group is similar to the Budget Package traveler in their preference for travel packages and guided tours. These travelers are different, however, in that they are willing to pay for luxuries, and generally are not concerned with inexpensive travel and reduced fares. They do not like making their own arrangements as they go along, so for them the peace of mind associated with traveling on a package vacation is worth paying for. Their approach to travel tends to be less than spontaneous, not unlike the Budget Package traveler. They prefer having a travel agent help choose their destination, having their arrangements made before they travel, and having people who speak their own language at their destination. Budget Independent traveler (35%) In contrast to the Package segments, this group enjoys making its own travel arrangements as they go along, and tends to stay away from package vacations and guided tours. Also, they show a preference for traveling from place to place rather than staying put. At the same time, they feel that luxuries are not worth paying for and that it is not necessary to spend a lot of money to enjoy a vacation. Instead, they are attracted to inexpensive travel and reduced air fares. Guarded traveler (25%) The guarded nature of this segment is demonstrated by their relative lack of enthusiasm for travel. They feel that travel arrangements are such a bother that they would rather leave the organizing to a co-traveler or not travel at all. For them, traveling is not necessary to enjoy a vacation and they'd just as soon spend money on other things. They have a tendency to choose vacation places they have been to before, and to stay put in a destination where people speak a familiar language. When they do travel, therefore, they seem to be interested in a safe, convenient, no-surprise destination. (Reference: Table 33) Pleasure Travel Markets to North America - Italy 1988 - 65 - 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 88% 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 relatively closely to each other as their positions are both heavily influenced by the number of package attributes located towards the right hand side of the map. The Budget Package group, however, is situated more in the direction of the Budget Independent group. The Guarded group is situated by itself near the top of the map associated with such attributes as "choose vacation places been before", "like to stay put in destination", "rather spend money on other things", and "do not have to travel to enjoy vacation". (Reference: Figure 6) Pleasure Travel Markets to North America - Italy 1988 - 66 - so W P o H Z W o w >< S3 O in O a P* H O fa Pm z Q LU Q CC < o CO UJ o n UJ o < 3 a. _l o a. l- Ul t- z LU CC Ul < UJ U. LL > 3 O ^ UJ 1 (1 CC u. O —I < II -J UJ < Q. 1 1- — • UJ ?-• O Q UJ£ 3 CO CC _l 1- _1 UJ CO h- ui z * O o w o? z < "£& 1- *2 z Ui if UJ J- Q H Z . UJ LJ BUDG INDEP 67 5.3 Segment profiles With respect to the profiles of the different travel philosophy segments, the following are characteristics which disproportionately describe each segment: Budget Package traveler - More likely than average to be: - 45-64 years old - More likely than average to have: - visited a non-European destination in the Mediterranean in the past 3 years - visited the Far East/Asia in the past 3 years - taken a touring trip - traveled with children - traveled with an organized group/club - had more people in their travel party - used a travel agent or brochures/pamphlets in planning their trip - taken an all-inclusive guided tour - booked their trip further in advance - traveled by public transportation, inter-city bus, and boat within the U.S. - More likely than average to be interested in: - visiting the mainland U.S. - More likely than average to read La Stampa , Gente , and Oggi Premium Package traveler - More likely than average to be: - female - an owner of a business - More likely than average to have: - visited a non-European destination in the Mediterranean in the past 3 years - visited the Far East/Asia, Central/South Africa, West Indies/Caribbean in the past 3 years - taken a touring or resort trip - traveled with a spouse/girl friend/boy friend, children, or an organized club or group - had more people in their travel party - used brochures/pamphlets or a travel agent in planning their trip - taken an all-inclusive guided tour or a flight/accommodation package trip - booked their trip through a travel agent Pleasure Travel Markets to North America - Italy 1988 - 68 - More likely than average to be interested in: - visiting Niagara Falls and Montreal in Canada - visiting New York state, Florida, the Travel South travel region and the South Atlantic census division in the U.S. - More likely than average to read Gente, Oggi , Gente Viaggi , Capital and Tutto Turismo Budget Independent traveler - More likely than average to be: - male - young (18-34 years of age) - single - in a professional/technical occupation or a student - living in the Northwest of Italy - high school or university educated - living without children - More likely than average to have: - taken more trips in the past 3 years - taken a long haul trip in the past three years - visited the mainland U.S. or Canada in the past 3 years - taken trips of more nights duration - traveled in the summer - traveled with friends - used friends/family, books/library, or embassy/ consulate in planning their trip - taken an independent trip - traveled by rented car or train within the U.S. - More likely than average to be interested in: - visiting the Far East/Asia - visiting the Yukon in Canada - visiting Arizona and the Pacific census division in the U.S. - More likely than average to have read La Republica , Corriere Delia Sera , II Venerdi, 7, Panorama , L'Espresso and Airone Guarded traveler - More likely than average to be: - living in the Center or the South of Italy - living with children - lower income Pleasure Travel Markets to North America - Italy 1988 - 69 - - More likely than average to have: - visited the mainland U.S. or Canada in the past 3 years - taken a trip to visit friends and relatives or combine business and pleasure - traveled alone - taken an independent type of trip - booked their trip closer to departure - traveled by private car within the U.S. - More likely than average to be interested in: - visiting the mainland U.S. - More likely than average to read Sorrisi E Canzoni TV (Reference: Tables 34 to 38) Pleasure Travel Markets to North America - Italy 1988 - 70 - 5 A Implications Of the four travel philosophy segments, the Budget Independent and the Guarded segments are the ones most likely to have already visited the U.S. mainland or Canada. Of these two groups, the Budget Independent segment appears to be the more promising target market in that they travel more often and for longer periods of time. Although this is a relatively young, male and single group, it is not necessarily a poor group. It contains a disproportionate number of professionals and university educated travelers, which suggest that their Budget Independent nature is often a matter of philosophy rather than circumstance. As will be seen later in this report, however, Canada and the U.S. are not generally perceived as inexpensive travel destinations (see Section 8). Some improvements in this image would therefore seem to be needed. The Guarded segment, on the other hand, lacks the enthusiasm of the Budget Independent segment and is the least likely to enjoy travel for travel's sake. In other words, if a trip does not offer the opportunity to visit friends and relatives or conduct business, they might not travel at all. For this reason, notwithstanding their high levels of travel to North America, they are a difficult segment for marketing purposes. Although both the Budget and Premium Package groups show relatively low levels of existing travel to North America, these groups are still of some marketing interest. Budget Package travelers have a special interest in visiting the mainland U.S., while Premium Package travelers show an interest in Florida. Whether existing levels of package travel to North America are low due to the unavailability, inappropriateness, or under-promotion of vacation packages, the need for improved product offerings in this area is clear. In addition, by promoting Canada and the U.S. as inexpensive destinations to the Budget Independent group above, a beneficial spillover effect would presumably occur on the Budget Package group. Pleasure Travel Markets to North America - Italy 1988 - 71 - TABLE 32 AGREEMENT WITH TRAVEL PHILOSOPHY STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents 1445 Money on travel is well spent 3.6 Like to go to different places each trip 3.6 Rather travel from place to place than stay put 3.5 Value for vacation money is important 3.4 Take short pleasure trips whenever can 3.4 Don't have to spend a lot to enjoy vacation 2.9 Like to have arrangements made before leaving 2.9 Inexpensive travel to destination is important 2.8 Enjoy making own arrangements 2.7 Worth paying for luxuries 2.7 Like to make arrangements as go along 2.5 Often choose places friends have been 2.5 Prefer guided tours 2.5 Usually use travel agent to help choose destination 2.4 Usually buy vacation packages 2.4 Important that people speak my language 2.4 Don't have to travel to enjoy vacation 2.3 Prefer a number of short trips over one long trip 2.3 Usually travel on all-inclusive packages 2.3 Usually travel on reduced fares 2.2 Prefer to leave organizing to co-traveler 1 .8 Usually choose places been before 1 .8 Arrangements such a bother rather not travel 1 .7 Like to stay put at destination 1 .6 Just as soon spend on things other than travel 1 .6 Pleasure Travel Markets to North America - Italy 1988 - 72 - TABLE 33 TRAVEL PHILOSOPHY SEGMENTS Deviation from overall statement mean BUDGET PACKAGE (20%) Usually travel on all-inclusive packages +0.9 Usually buy vacation packages +0.9 Prefer to go on guided tours on overseas trips +0.7 Usually use a travel agent to help choose destination +0.5 Like to have arrangements made before leaving +0.5 Usually travel on reduced fares +0.5 Inexpensive travel to destination is important +0.3 Prefer a number of short trips over one long trip -0.3 Enjoy making own travel arrangements -0.4 Like to make arrangements as I go along -0.6 PREMIUM PACKAGE (21%) Usually buy vacation packages +1.0 Prefer to go on guided tours on overseas trips +0.8 Usually use a travel agent to help choose destination +0.7 Usually travel on all-inclusive packages +0.7 Like to have arrangements made before leaving +0.6 Important that people speak my language +0.3 Don't have to travel to enjoy vacation -0.3 Enjoy making own travel arrangements -0.3 Don't have to spend a lot to enjoy vacation -0.6 Not worth paying extra for luxuries -0.6 Inexpensive travel to destination is important -0.6 Usually travel on reduced fares -0.8 Like to make arrangements as I go along -1.0 Pleasure Travel Markets to North America - Italy 1988 - 73 - TABLE 33 (cont'd) TRAVEL PHILOSOPHY SEGMENTS Deviation from overall statement mean BUDGET INDEPENDENT (35%) Like to make arrangements as go along +0.9 Enjoy making own travel arrangements +0.6 Usually travel on reduced fares +0 .3 Not worth paying extra for luxuries +0.2 Like to travel from place to place rather than stay put +0.2 Don't have to spend a lot of money to enjoy vacation +0.2 Prefer to leave travel arrangements to co-traveler -0.3 Making travel arrangements are a bother -0.3 People speak familiar language is important -0.6 Usually use travel agent to help choose destination -0.7 Like to have arrangements made before leaving -0.8 Prefer to go on guided tours -0.9 Usually travel on all-inclusive packages -0.9 Usually buy vacation packages -0.9 GUARDED (25%) Usually choose vacation places been before +0.5 Arrangements such a bother rather not travel +0.5 Like to stay put in destination +0.5 People speak familiar language is important +0 .k Prefer to leave organizing to co-traveler +0.3 Just as soon spend on things other than travel +0.3 Do not have to travel to enjoy vacation +0.3 Like to go to different places on each trip -0.3 Money spent on travel is well spent -0.4 Like to take short pleasure trips whenever can -0.4 Like to travel from place to place rather than stay put -0.5 Pleasure Travel Markets to North America - Italy 1988 - 7^ - TABLE 34 TRAVEL PHILOSOPHY SEGMENTS DEMOGRAPHICS Budget Package Total traveler Total respondents (100%) 1445 280 % % Sex Male 55 53 Female 45 47 Age 18 - 24 years 17 14 25 - 34 years 28 17 35 - 44 years 23 22 45 - 54 years 15 191 55 - 64 years 13 21) 65 years or over 5 Marital status Single 36 25 Married 55 65 Living together 2 2 Divorced/separated/ widowed 8 8 Occupation Owner 6 6 Manager/executive 6 5 Professional/technical 17 17 Clerical/sales 30 30 Skilled worker 6 7 Unskilled worker 6 4 Student 8 6 Retired 7 10 Homemaker 10 12 Region Northwest 33 28 Northeast 21 24 Center 25 22 South 22 26 TRAVEL PHILOSOPHY SEGMENT Premium Budget Package Independent Guarded traveler traveler traveler 294 498 10 26 25 17 15 7 28 65 # 7 (14) 12 34 4 6 2 8 11 33 24 21 23 363 % 57 43 18 21 25 15 15 7 28 62 1 9 4 7 15 27 6 4 9 9 13 * Less than 0.5% Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 75 TABLE 34 (cont'd) TRAVEL PHILOSOPHY SEGMENTS DEMOGRAPHICS TRAVEL PHILOSOPHY SEGMENT Total Budget Package traveler Premium Budget Package Independent traveler traveler Guarded traveler Total respondents (100%) Education 1445 % 280 % 294 % 498 % 363 % Elementary school Junior high school Technical training school High school University 8 19 38 17 19 11 23 37 10 18 6 28 42 11 13 2 10 40 \2k] |25j 14 23 33 16 14 Life cycle Living alone Living with one adult Single with children Couple with children 9 21 9 30 9 19 6 33 8 2k 6 3k 11 22 11 © 8 18 10 36 Other 32 33 28 36 29 Living arrangement Live alone Live with children Live without children 9 38 53 9 39 52 8 39 53 11 31 ® 8 (46) 46 Mean no. of adults 18 years or ovei ■ 2.7 2.7 2.5 2.7 2.7 Whether any children under 18 years in household Yes No 38 62 39 61 39 61 ® (46) Household income (Italian lire) 20 million lire or less 21-30 million lire 31-40 million lire Over 40 million lire 16 18 14 17 19 18 12 Ik 13 Ik 15 18 12 18 14 20 14 15 Refused 35 37 40 36 29 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 76 - TABLE 35 TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS Total respondents (100%) Mean no. of ft+ night pleasure trips in past 3 years Destinations visited in past 3 years ** Total 1445 6.9 Short haul - Italy 23 - Rest of Europe 43 - Mediterranean (non- Europe) 23 Long haul 82 Destinations visited on two most recent long haul trips *** Mainland U.S. (including Alaska) 30 Far East/Asia 23 Central/South America 20 Central/South Africa 11 Canada 9 West Indies/Caribbean 7 Mexico 4 Australia/New Zealand 2 Hawaii/Guam/Samoa 1 Other South Pacific Islands 1 Other 2 TRAVEL PHILOSOPHY SEGMENT Budget Premium Budget Package Package Independent Guarded traveler traveler traveler traveler 280 5.7 21 46 © 77 294 6.5 498 % 8.4> 21 43 19 363 % 5.8 24 37 14 79 * Less than 0.5% ** Based on 1,097 respondents who had actually taken at least one such trip *** Based on 1,213 such trips taken by respondents Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 77 TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Budget Premium Budget Package Package Independent Guarded Total traveler traveler traveler traveler Total respondents (100%) 1445 280 294 498 363 % % % % % One long haul destination most like to visit Far East/Asia 32 K 33 © 21 Mainland U.S. 19 ® 19 13 (24) Central/South America 13 if 14 11 L5 Australia/New Zealand 9 6 8 10 11 Canada 6 5 6 7 7 West Indies/Caribbean 6 4 6 6 7 Central/South Africa 5 3 7 6 5 Mexico 5 7 4 5 4 Hawaii/Guam/Samoa 2 2 3 1 4 Other South Pacific Islands 2 3 1 3 2 Near/Middle East 1 1 1 * * Other 1 1 1 * * Note: Circled numbers represent those referred to in the main text * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 - 78 - TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Budget Premium Budget Package Package Independent Gua rded Total traveler traveler traveler traveler Total respondents took long haul trip (100%) 894 167 197 342 184 % % % % % Mean no. of nights away ^-^ on trip 25.0 18.1 15.0 (31.5) 2S ».7 Season trip was taken V_/ Winter 25 27 25 24 23 Spring 19 23 20 14 21 Summer 37 27 37 (45) 32 Fall 20 23 18 17 24 Type of trip (Two most recent) Touring trip 49 @ (ST) 49 A Visit friends and relatives 15 8 16 35 Combined business and pleasure 12 11 6 14 ii Outdoor trip 10 8 9 12 V City 6 6 8 7 4 Resort 5 5 © 2 7 Exhibition, special event or theme park 1 2 * 1 3 Cruise 1 2 1 - 1 People traveled with Wife/husband/ girl friend/boy friend 41 44 @ >k 38 Friends 30 28 Zb © 23 Traveled alone 18 13 11 It © Child(ren) 11 (12) 131 8 y Organized group/club/etc. 8 lljj y 4 5 Other relatives 6 8 ~7 5 7 Business associates/ colleagues 5 7 6 3 5 Father/mother 3 5 2 3 3 Mean no. of people in travel party 3.9 Mean no. of children under 18 in travel party 0.8 0.S 2.9 0.6 3.4 0.8 Note: Circled numbers represent those referred to in the main text * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 79 - TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS Total Total respondents took long haul trip (100%) 894 % Sources of information used in planning Travel agent 70 Friends/family 40 Brochures/ pamphlets 33 Books/library 16 Newspaper/magazine article 15 Airline 7 Advertisements 5 E mbassy/consulate 5 Government tourism office/ board 5 Tour operator/company 3 Clubs/associations 3 Automobile association 1 Other 4 None 4 Trip type Independent 49 All-inclusive guided tour 33 Flight and accommodation package only 15 Guided tour only 3 Where booked Travel agent 90 Direct with hotel etc. 14 Airline 8 Tour company/holiday company 1 Other 4 TRAVEL PHILOSOPHY SEGMENT Budget Premium Budget Package Package Independent Guarded traveler traveler traveler traveler 167 21 14 3 91 4 4 4 7 197 342 184 % % % © 57 72 34 (49) 41 16 26 © 16 27 6 13 2 9 7 6 A 5 * ® 1 3 7 3 4 2 4 2 3 3 1 2 - 3 6 3 2 4 6 12 3 89 26 11 1 5 87 14 11 Note: Circled numbers represent those referred to in the main text * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 - 80 - TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Total respondents took long haul trip (100%) Number of months before leaving - decided on destination 1 month or less Over 1 month to 2 months Over 2 months to 3 months Over 3 months to 4 months Over 4 months Budget Premium Budget Package Package Independent Guarded Total traveler traveler traveler traveler 894 167 197 342 184 % % % % % 36 32 35 37 38 21 20 20 22 21 13 17 15 12 11 7 6 9 5 8 23 24 21 25 23 Number of months before leaving - trip was booked Vi month or less 28 Over Vi month to 1 month 36 Over 1 month to 2 months 20 Over 2 months to 3 months 10 Over 3 months 6 Total trips to U.S. taken by respondents (100%) 362 % Mode of transportation used within the U.S. Plane 80 Public transportation (within cities) 43 Private car 39 Rented car 36 Bus (between cities) 30 Boat 19 Train 12 Camper or RV 3 20 /24\ 14 46 24 31 23 13 8 58 % SO 33 24 36 39 23 3 1 31 39 19 7 5 166 82 © 40 15 6 5 89 74 46 40 39 Q S? 26 18 15 & 10 ^ - Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 81 TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Budget Premium Budget Package Package Independent Guarded Total traveler traveler traveler traveler Total trips to Canada taken by respondents (100%) 111 18+ 11+ 53 26+ % % % % % Mode of transportation used within Canada Plane 60 92 54 56 48 Private car 52 26 13 68 55 Bus (between cities) 31 45 46 23 31 Rented car 28 17 34 37 18 Public transportation (within cities) 27 29 27 30 18 Boat 11 - - 14 18 Train 9 9 - 12 6 Camper or RV 3 7 4 + Note: Small base Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 82 - TABLE 36 TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA TRAVEL PHILOSOPHY SEGMENT Budget Premium Budget Package Package Independent Guarded Total traveler trave] er traveler traveler Total respondents (100%) 1445 280 294 498 363 % % % % % Provinces and Territories Newfoundland/Labrador 20 14 21 24 21 P.E.I. 1 - 2 1 1 Nova Scotia 6 5 5 5 8 New Brunswick 1 1 1 1 * Quebec 64 66 68 56 69 Ontario 78 83 78 74 81 Manitoba 6 8 5 5 8 Saskatchewan 4 3 3 6 2 Alberta 13 13 12 14 14 British Columbia 29 21 31 30 31 Yukon 15 13 9 (24) 10 Northwest Territories 12 10 8 re 9 Specific Destinations Niagara Falls 34 36 ^T 27 35 Montreal 33 33 41 28 34 Toronto 30 36 31 25 34 Quebec City 16 17 16 13 18 Vancouver 15 10 17 17 16 Ottawa 9 11 8 8 10 Klondike National Park 6 7 3 10 3 Calgary 4 4 3 4 4 Great Lakes 3 3 2 4 2 St. Lawrence Region 3 5 1 1 3 Note: Circled numbers represent those referred to in the main text * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 - 83 - TABLE 37 TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. TRAVEL PHILOSOPHY SEGMENT Budget Premium Budget Package Package Independent Guarded Total traveler traveler traveler traveler Total respondents (100%) 1445 280 294 498 363 % % % % % Top States California 70 69 75 73 61 New York 50 52 57] 44 53 Florida 36 37 45J 32 33 Texas 19 23 23 14 21 Arizona 1* 13 11 @ 13 Colorado 11 11 8 12 13 Nevada 9 12 10 6 10 Louisiana 8 6 7 11 6 Washington D.C. 6 7 8 5 5 Washington 5 6 5 3 4 Hawaii 4 4 1 6 3 Pennsylvania 4 3 3 2 6 Massachusetts 3 2 2 4 4 8 Travel Regions Travel South m 47 ( g) 45 45 Visit U.S. West 83 83 86 79 New England 4 2 3 5 5 Old West Trail Foundation 11 10 8 14 9 America's Heartland 10 8 8 13 9 Foremost West 35 35 29 39 37 George Washington Country 11 12 12 8 15 Great Lakes 7 9 6 8 7 Note: Circled numbers represent those referred to in the main text * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 - 84 - TABLE 37 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. TRAVEL PHILOSOPHY SEGMENT Budget Premium Budget Package Package Independent Guarded Total traveler traveler traveler traveler Total respondents (100%) 1445 280 294 498 363 % % % % % 1 1 Census Divisions West North Central 3 3 2 4 4 East South Central 2 2 1 2 3 New England 4 2 3 5 5 Middle Atlantic 53 55 59 45 57 Middle Atlantic (excluding N.Y.) 4 3 3 3 7 East North Central 6 7 6 7 6 South Atlantic 44 47 © 38 42 South Atlantic (excluding Florida) 11 13 12 9 12 West South Central 27 28 29 24 28 Mountain 44 45 40 45 47 Pacific 75 74 77 8d 68 Pacific (excluding California) 12 10 8 15) 12 Pacific Islands 4 4 1 6 3 Atlantic Islands 1 1 1 1 1 Specific Destinations New York City 41 42 47 35 45 San Francisco 15 12 15 17 14 Los Angeles 10 11 10 9 10 Las Vegas 5 5 7 4 6 Grand Canyon National Park 5 5 3 7 3 Miami 5 4 5 4 5 Yellowstone National Park 4 4 3 6 2 New Orleans 4 4 2 6 3 Boston 3 2 2 3 4 Niagara Falls 3 3 1 3 4 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 85 - TABLE 38 TRAVEL PHILOSOPHY SEGMENTS MEDIA READERSHIP TRAVEL PHILOSOPHY SEGMENT Total respondents (100%) Top 5 daily newspapers La Republica Corriere Delia Sera La Stampa La Gazzetta Dello Sport II Sole 24 Ore Total 1445 46 29 13 13 12 Budget Package traveler 280 % Premium Budget Package Independent Guarded traveler traveler traveler 294 % 498 % 363 44 [59 36 32 13J 23 14 11 11 16 11 12 13 12 10 Top 3 newspaper supplements II Venerdi 7 Magazine Top 5 weekly magazines Panorama L'Espresso Gente Sorrisi E Canzoni TV °ggi Top 5 monthly magazines Gente Viaggi Airone Gente Motori Capital Tutto Turismo 42 19 11 34 29 19 19 17 22 18 16 11 9 37 14 12 26 17 16 9 10 38 20 15 55 38 12 8 © 10 9 8 33 15 8 14 13 19 7 6 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 86 - 6. BENEFIT SEGMENTATION 6.1 Overview This segmentation was based on the importance ratings given to a series of 30 items relating to reasons why people might want to go on a vacation, and to experiences sought. In terms of the overall most important benefits, respondents gave high ratings to attributes related to expanding their horizons. These attributes included learning new things, increasing knowledge (3.7), seeing and experiencing a foreign destination (3.7), experiencing new and different lifestyles (3.6), and seeing as much as possible in the time available (3.4). Another important benefit for travelers was getting away from their daily routine. For example, being free to act the way they felt (3.4), escaping from the ordinary (3.4), getting a change from a busy job (3.3) and getting away from the demands of home (3.0) were all highly rated benefits. Active adventure items were also important, such as finding thrills and excitement (3.1) and being daring and adventuresome (3.0). On the other hand, passive activities like watching sporting events (2.0), reliving past good times (2.0), indulging in luxury (1.8), and doing nothing at all (1.2) were less important. Family oriented activities were also less important. Generally speaking, low ratings were given to visiting places family came from (2.0) and visiting friends and relatives (2.1). (Reference: Table 39) Pleasure Travel Markets to North America - Italy 1988 - 87 - 6.2 Segments A total of four benefit segments were identified in the analysis. FIGURE 7 BENEFIT SEGMENTS ACTION (29%) LUXURY (21%) SOCIAL SAFETY (21%) I I HRIENTTAL (29%) ■ ' Based on total sample of 1,445 respondents The following descriptions indicate the ways in which each group is different from the average: Action traveler (29%) - An enjoyable travel experience for this group of respondents is one that is vigorous and full of action. Sports and physical activities are given a high priority. Their interest in sports extends to just watching sporting events as well. To a lesser degree, being daring and adventuresome and finding thrills and excitement are other important benefit items. Pleasure Travel Markets to North America - Italy 1988 88 - Social Safety traveler (21%) Experiential traveler (29%) Luxury traveler (21%) For this segment, the main benefits to be gained from travel are family related. Visiting friends and relatives, being together as a family, or visiting places their family came from are what these travelers are looking for. Not surprisingly, they are not looking for adventure and excitement, but prefer destinations where they can feel safe and secure and can meet people with similar interests. These travelers are interested in the experiences offered by vacation travel. These experiences might be lifestyle related (e.g. new and different lifestyles, simpler lifestyles), or they might relate to just being at a destination of interest (e.g. traveling through places important in history, experiencing a foreign destination). Through these experiences, these travelers are interested in learning new things and increasing their knowledge. On the other hand, neither passive indulgence in luxury, nor physical or sports activities are important to them. Also not important are safe and secure travel destinations, or family experiences. This segment, in contrast to the Action group, is seeking a more passive travel experience. Of greatest importance seems to be an opportunity to indulge in the luxuries of travel rather than a chance to be physically active. For them, a vacation should offer the opportunity to relax and get away from the demands of home in a place where they feel safe and secure. There is also a status element involved as this group likes to visit places their friends have not been and to talk about their trip after their return. Unlike the Social Safety group, a family experience is of low importance to this segment. (Reference: Table 40) Pleasure Travel Markets to North America - Italy 1988 89 - Again in order to provide a visual summary of the differences among the segments a discriminant map was produced. The two dimensions shown on the map accounted for 79% 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. (Reference: Figure 8) Pleasure Travel Markets to North America - Italy 1988 90 - o e Ul CE o X UI Q z z Q < (0 < -J Q cc z < ft O O z z DC Q < Z O u. OP < Z UJ CC UJ 0. X UJ - 91 - 6.3 Segment profiles The following characteristics disproportionately describe each segment: Action traveler - More likely than average to be: - male - younger (18-34 years of age) - single - a student - single with children - More likely than average to have: - visited the mainland U.S. in the past three years - traveled alone or with friends that were not girl or boy friends - taken an independent type trip - booked directly with their hotel - More likely than average to be interested in: - visiting Newfoundland in Canada - visiting the Mountain census division in the U.S. - More likely than average to read La Gazzetta Dello Sport and Capital Social Safety traveler - More likely than average to be: - female - older (45 years or more) - married - a homemaker or retired - living in the center of Italy - less educated - earning a lower income - More likely than average to have: - visited the mainland U.S. or Canada in the past three years - taken a trip of more nights duration - taken a trip to visit friends and relatives - traveled with a spouse/girl friend/boy friend, or children - had fewer people in their travel party - taken an independent type of trip - booked their flight with an airline - traveled by private car within the U.S. Pleasure Travel Markets to North America - Italy 1988 - 92 - - More likely than average to be interested in: - visiting the mainland U.S., particularly New York City and the middle Atlantic census division - visiting Canada, particularly Toronto and Niagara Falls in Ontario, and Montreal in Quebec - More likely than average to read Gente Experiential traveler - More likely than average to be: - between 25 and 44 years old - single - employed in a clerical/sales occupation - living in the Northwest or Northeast of Italy - university educated - More likely than average to have: - taken more trips - visited the Far East/Asia - taken a touring or outdoor type of trip - traveled with friends that were not girl or boy friends - used brochures/pamphlets or books/library in planning their trip - booked through a travel agent - traveled by plane within the U.S. - More likely than average to be interested in: - visiting the Far East/Asia - visiting the Yukon and Northwest Territories in Canada - More likely than average to read La Republica , Corriere Delia Sera , II Venerdi , 7, Panorama , Gente Viaggi and Airone Luxury traveler - More than likely than average to be: - older (45-64 years) - married - an owner of a business - More likely than average to have: - taken a trip within Italy in the past three years - visited Central/South Africa in the past three years - taken a touring type of trip - taken an all-inclusive guided tour or a flight/accommodation package trip - traveled in winter - had more children in their travel party - used a travel agent in planning their trip - traveled by rented car within the U.S. Pleasure Travel Markets to North America - Italy 1988 - 93 - - More likely than average to be interested in: - visiting Ontario, specifically Niagara Falls and Toronto in Canada - visiting the Travel South Travel Region, and the South Atlantic census division in the U.S. - More likely than average to read Oggi , Gente Motori , and Capital (Reference: Tables 41 to 45) Pleasure Travel Markets to North America - Italy 1988 - 3k - 6 A Implications The Social Safety segment showed a high current level of travel to both Canada and the U.S., as well as high levels of interest in traveling there in the future. The main motive for travel for this older, female group, however, is visiting friends and relatives. For this reason, it is the most difficult group 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. One potentially strong market that may be influenced by promotional activities is the Action segment. This group has the highest level of travel to the United States, and a higher than average level of travel to Canada. Because of their interest in sports and physical activities and their need for 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. This is a predominantly young, male group which should be relatively easy to target through the media. The remaining two groups showed relatively lower levels of actual travel to North America, as well as generally lower interest in traveling there. These groups should therefore be considered more for their longer range potential. The Experiential segment is a well educated group with a particular interest in traveling to locations such as the Far East/Asia. They are discriminating travelers, and it would be necessary to position Canada and the U.S. as truly foreign destinations where they could see and experience different cultures and lifestyles. Luxury travelers would certainly be willing to pay the cost of traveling to North America, so it would be a matter of communicating to this group that the facilities they are looking for are in fact available. Pleasure Travel Markets to North America - Italy 1988 95 TABLE 39 IMPORTANCE OF BENEFIT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents 1445 Learning new things, increasing knowledge 3.7 Seeing and experiencing a foreign destination 3.7 Experiencing new and different lifestyles 3.6 Being free to act the way I feel 3.4 Seeing as much as possible in the time available 3.4 Escaping from the ordinary 3.4 Getting a change from a busy job 3.3 Traveling through places important in history 3.2 Finding thrills and excitement 3 . 1 Experiencing a simpler lifestyle 3.1 Trying new foods 3.0 Being daring and adventuresome 3.0 Getting away from the demands of home 3.0 Having fun/being entertained 3.0 Traveling to places feel safe and secure 3.0 Meeting people with similar interests 2.9 Rediscovering myself 2.8 Talking about the trip after I return home 2.5 Being together as a family 2.5 Being physically active 2.2 Participating in sports 2.1 Visiting friends and relatives 2. 1 Reliving past good times 2.0 Going places friends haven't been 2.0 Watching sports events 2.0 Visiting places family came from 2.0 Indulging in luxury 1 .8 Roughing it 1.5 Doing nothing at all 1.2 Pleasure Travel Markets to North America - Italy 1988 - 96 - TABLE 40 TRAVEL BENEFIT SEGMENTS Deviation from overall statement mean ACTION (29%) Participating in sports +1.0 Being physically active +0.9 Watching sporting events +0.8 Being daring and adventuresome +0.4 Going places friends have not been +0.3 Visiting places family came from +0.3 Finding thrills and excitement +0.3 Doing nothing at all -0.2 Getting away from the demands of home -0.2 SOCIAL SAFETY (21%) Visiting friends and relatives +1.0 Being together as a family +0.9 Visiting places my family came from +0.9 Reliving past good times +0.5 Traveling through places feel safe and secure +0.4 Talking about trip after I return +0.3 Meeting people with similar interests +0.3 Being physically active -0.3 Participating in sports -0.4 Finding thrills and excitement -0.5 Being daring and adventuresome -0.6 Pleasure Travel Markets to North America - Italy 1988 - 97 - TABLE 40 (cont'd) TRAVEL BENEFIT SEGMENTS EXPERIENTIAL (29%) Experiencing new and different lifestyles Experiencing a simpler lifestyle Traveling through places important in history Learning new things, increasing knowledge Experiencing a foreign destination Having fun and being entertained Being together as a family Indulging in luxury Being physically active Doing nothing at all Participating in sports Reliving past good times Visiting friends and relatives Talking about trip after I return Going places friends have not been Watching sporting events Visiting places family came from Traveling to places feel safe and secure LUXURY (21%) Doing nothing at all +0.7 Indulging in luxury +0.7 Traveling through places feel safe and secure +0.3 Going places friends have not been +0.3 Talking about trip after I return +0.3 Getting away from the demands of home +0.3 Participating in sports -0.3 Visiting places my family came from -0.5 Being physically active -0.5 Visiting friends and relatives -0.5 Deviation from overall statement mean +0 .3 +0 .2 +0 .2 +0 .2 +0 .1 -0 A -0 A -0 A -0 A -0 A -0 .5 -0 .5 -0. .5 -0 .5 -0 .5 -0 .5 -0 .6 -0 .6 Pleasure Travel Markets to North America - Italy 1988 - 98 - TABLE 41 BENEFIT SEGMENTS - DEMOGRAPHICS BENEFIT SEGMENT Total respondents (100%) Sex Male Female A fi e 18 - 24 years 25 - 34 years 35 - 44 years 45 - 5k years 55 - 64 years 65 years or over Marital status Single Married Living together Divorced/separated/ widowed Occupation Owner Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Student Retired Homemaker Other Region Northwest Northeast Center South Total lkk5 % 55 k5 17 28 23 15 13 5 36 55 2 6 6 17 30 6 6 8 7 10 33 21 25 22 Social Safety Experiential Luxury Action ® k2 2 5 6 6 17 28 9 5 7 29 18 25 29 298 % 47 15 11 422 54 46 © 51 2 7 300 51 49 6 14 12 16 34) 25 20 28) ft 1$ 14 191 24 9 17J 16 2 4 29 (62) 15 30 6 6 4 6 12 31 20 24 26 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 99 - TABLE 41 (cont'd) BENEFIT SEGMENTS - DEMOGRAPHICS BENEFIT SEGMENT Total respondents (100%) Education Elementary school Junior high school Technical training school 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 18 years in household Yes No Household income (Italian lire) 20 million lire or less 21 - 30 million lire 31-40 million lire Over 40 million lire Refused Social Total Action 419 Safet 298 y Experiential Luxury 1445 422 300 % % % % % 8 4 li 1 10 19 18 23 16 24 38 42 3^ 39 34 17 20 8 20 15 19 16 15 © 16 9 7 10 11 11 21 A 23 22 21 9 © 4 7 8 30 25 35 27 34 32 37 29 33 27 9 7 10 11 11 38 39 39 34 42 53 54 51 55 47 2.7 2.9 2 A 2.5 2.5 38 39 39 34 42 62 61 61 66 58 16 17 (22 13 13 18 18 |23 16 16 14 13 U 17 12 17 18 14 18 17 35 35 29 36 41 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 100 - TABLE 42 BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Social Total 1445 Action 419 Safety 298 Experiential L uxury Total respondents (100%) 422 300 % % % % % Mean no. of 4+ night pleasure /•-->. trips in past 3 years 6.9 7.1 5.8 © 6.5 Destinations visited in past 3 years** Short haul - Italy 23 25 20 20 (28) - Rest of Europe 43 42 39 44 46 - Mediterranean (non-Europe) 23 19 22 29 22 Long haul 82 82 78 83 82 Destinations visited on two most recent long haul trips* * * Mainland U.S. (including Alaska) Far East/Asia Central/South America Central/South Africa Canada West Indies/Caribbean Mexico Australia/New Zealand Hawaii/Guam/Samoa Other South Pacific Islands 30 23 20 11 9 7 4 2 1 1 17 10 11 7 4 2 1 1 20 26 21 9 4 1 1 2 * Less than 0.5% Based on 1,097 respondents who had actually taken at least one such trip Based on 1,213 such trips taken by respondents Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 101 TABLE 42 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Social Total Action Safety Experiential Luxury Total respondents (100%) 1445 419 298 422 300 % % % % % One long haul destination most like to visit Far East/Asia 32 27 26 @ 34 Mainland U.S. (including Alaska) 19 20 (28) 11 19 Central/South America 13 12 14 14 11 Australia/New Zealand 9 11 A 9 8 Canada 6 8 ® 5 4 West Indies/Caribbean 6 7 T 7 5 Central/South Africa 5 6 ^ 5 6 Mexico 5 3 4 6 7 Hawaii/Guam/Samoa 2 3 2 1 3 Other South Pacific Islands 2 3 1 2 3 Near/Middle East 1 1 1 1 1 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 102 - TABLE 42 (cont'd) BENEFIT SEGMENT! ; - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Social Total Actio n Safety Experiential Luxury Total respondents took long haul trip (100%) 894 254 168 293 178 % % % % % Mean no. of nights /-— \ away on trip 25.0 25 .2 (33.2) 23.6 19.0 Season trip was taken ^ — / Winter 25 21 22 26 © Spring 19 19 21 18 17 Summer 37 40 38 38 32 Fall 20 20 20 18 20 Type of trip (Two most recent) Touring trip 49 39 33 @ <§> Visit friends and relatives 15 16 © 7 Combined business and pleasure 12 16 TI $ 11 Outdoor trip 10 10 4 7 City 6 8 7 6 5 Resort 5 8 4 4 5 Exhibition, special event or theme park 1 2 - 1 1 Cruise 1 1 1 1 1 People traveled with Wife/husband/ girl friend/boy friend 41 31 © 40 46 Friends 30 5$ 14 @ 25 Traveled alone 18 23 22 14 15 Child(ren) 11 7 9 11 11 Organized group/club/etc. 8 8 8 10 Other relatives 6 7 7 6 6 Business associates/colleagues 5 5 4 4 7 Father/mother 3 4 3 2 1 Mean no. of people in /^~\ travel party 3.9 3 J_ @> 4.1 4.3 Mean no. of children under /•" — "V 18 in travel party 0.S J_ 0.6 0.7 Q Note: Circled numbers represent those referred to in the main text * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 103 - TABLE 42 (cont'd) BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Social Total Action Safety Expe 'iential Luxui 7 Total respondents took long haul trip (100%) 894 254 168 293 i % % % % % Sources of information used in planning Travel agent 70 68 69 67 @ Friends/family 40 45 43 40 32 Brochures/ pamphlets 33 31 25 38 36 Books/library 16 13 14 & 9 Newspaper/magazine article 15 17 10 18 13 Airline 7 8 8 7 4 Advertisements 5 6 5 4 4 E mbassy/consulate 5 7 4 5 2 Government tourism office/ board 5 5 5 5 2 Tour operator/company 3 3 2 5 3 Clubs/associations 3 6 1 2 * Automobile association 1 1 2 1 1 Other 4 5 3 4 3 None 4 5 4 4 4 Trip type Independent 49 @ (68) 47 26 All-inclusive guided tour 33 t£ 26 31 51 Flight and accommodation package only 15 14 5 19 22 Guided tour only 3 5 1 3 "1 Where booked Travel agent 90 89 84 I § § Direct with hotel etc. 14 # 10 Airline 8 fc^/ (excluding N.Y.) 4 3 8 2 4 East North Central 6 7 6 7 ^4 South Atlantic 44 41 47 39 55 South Atlantic (excluding Florida) 11 13 11 6 i£ West South Central 27 25 25 26 32 Mountain 44 (50) 42 47 36 Pacific 75 77 68 79 74 Pacific (excluding California) 12 13 12 13 9 Pacific Islands 4 6 3 4 3 Atlantic Islands 1 1 1 1 1 Specific Destinations New York City 41 38 @ 39 44 San Francisco 15 15 14 14 16 Los Angeles 10 10 9 8 14 Las Vegas 5 6 7 3 5 Grand Canyon National Park 5 4 3 8 4 Miami 5 4 5 6 4 Yellowstone National Park 4 5 3 5 3 New Orleans 4 3 4 6 3 Boston 3 2 3 3 3 Niagara Falls 3 2 6 2 2 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 109 - TABLE 45 BENEFIT SEGMENTS - MEDIA READERSHIP BENEFIT SEGMENT Total respondents (100%) Top 5 daily newspapers La Republica Corriere Delia Sera La Stampa La Gazzetta Dello Sport II Sole 24 Ore Top 3 newspaper supplements II Venerdi 7 Magazine Top 5 weekly magazines Panorama L'Espresso Gente Sorrisi E Canzoni TV °ggi Top 5 monthly magazines Gente Viaggi Airone Gente Motori Capital Tutto Turismo Total 1445 % 46 29 13 13 12 Social Safety Experiential Luxury 42 19 11 34 29 19 19 17 22 18 16 11 9 Action 419 44 20 11 33 32 17 20 13 21 18 19 298 % 36 23 13 9 6 32 11 10 16 10 16 6 7 422 % 53 8 4 31 13 12 15 27 27 9 9 300 46 30 16 13 7 37 14 12 33 24 23 22 24 12 22| Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Italy 1988 - 110- 7. PRODUCT SEGMENTS 7.1 Overview This analysis was conducted based on the importance ratings of 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). The focus of this interest in vacations as a learning experience appears to be directed mainly to the people part of travel. A curiosity in getting to know more about the local inhabitants, their background, and culture is indicated by the high ratings given to interesting and friendly local people (3.5), culture different from my own (3.4), interesting smaller towns and villages (3.3), and historic old cities (3.3). An appreciation for nature and the outdoors is also evident in the high ratings given to outstanding scenery (3.6), wilderness and nature (3.4), national parks and forests (3.3), and wide open spaces (3.3). Cleanliness, safety and convenience are also important product needs as high ratings were given to the environmental quality of the air, water and soil (3.6), hygiene and cleanliness (3.6), personal safety (3.5), and public transportation (3.3). Sports activities tended to be among the items rated as least important e.g. hunting (1.5), golf and tennis (1.6), skiing (1.7) and fishing (1.8). The limited interest in sports activities extended to spectator sporting events which were also low on the scale of importance (2.1). (Reference: Table 46) Pleasure Travel Markets to North America - Italy 1988 - 111 - 7.2 Segments The analysis yielded five different product segments: FIGURE 9 PRODUCT SEGMENTS CULTURE (24%) RURAL BEACH (16%) SPORTS AND ENTERTAINMENT (24%) HIGH ROLLER (17%) NATURE AND CULTURE (18%) Based on total sample of 1,445 respondents The following comparative descriptions illustrate how each group is different from the average. Sports and Entertainment traveler (2496) This segment gave comparatively high ratings to a number of sports related activities such as water sports, golf and tennis, camping, snow skiing, fishing, hiking, climbing and hunting. As well, the ratings showed that entertainment is also a high priority for this segment. An attraction to a fast-paced environment is apparent in entertainment interests that include nightlife and entertainment, casinos and gambling, big modern cities and fast food restaurants. Other entertainment related interests include spectator sporting events, and amusement or theme parks. Resort areas are also popular, perhaps for the sports and entertainment facilities they offer. Pleasure Travel Markets to North America - Italy 1988 112 - High Roller (17%) This segment is similar to the Sports and Entertainment group in their preference for nightlife and entertainment facilities, casinos and gambling, and big modern cities. What distinguishes them, however, is that they are not attracted to sports other than as a spectator event. Instead, they are more likely to want the luxuries of first class hotels, high quality restaurants, and shopping. There is accordingly a definite "money" aspect to go along with the entertainment element. Seaside and cruises are also important product items for them. Beyond these ocean related activities, however, nature and the outdoors hold little interest for them. Nature and Culture traveler (18%) Respondents in this segment are interested in nature and the outdoors e.g. hiking, climbing, mountainous areas, and national parks. In addition, these travelers share an interest in unique and different cultural groups and in cultures different from their own. Also important are historical, archeological or military sites, and museums and art galleries. Not surprisingly, these travelers do not prefer product items associated with big city travel such as first class amenities. hotels, high quality restaurants, and other Rural Beach traveler (16%) Culture traveler (24%) This group has a preference for a destination that offers beaches for swimming and sunning, a warm, sunny climate, seaside, and reliable weather. They are also attracted to wide open spaces, and wilderness and undisturbed nature. This group tends to have little interest in entertainment and sports facilities, and even less interest in large modern cities. They evidently enjoy quiet environments where they can get away from it all. The cultural aspect of this segment comes from their above average interest in seeing historical sites, museums and art galleries, historic old cities, and live theatre and concerts. They also see short guided tours as an important means of fulfilling some of these interests. Sports and entertainment activities have little appeal for this group. (Reference: Table k7) Pleasure Travel Markets to North America - Italy 1988 - 113 - A visual summary of the differences among the segments was produced on a discriminant map. The two dimensions shown on the map accounted for 80% 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 and High Roller groups are both located on the right side of the map showing an association with such attributes as casinos and gambling, nightlife and entertainment, and amusement/theme parks. The Sports and Entertainment group, however, is more strongly associated with a variety of sports activities. Conversely, the High Roller group is more strongly associated with first class hotels, high quality restaurants, and shopping. Similarly, the Culture and Nature and Culture groups share an association with historical sites, museums and art galleries, and other culture related product items. The Nature and Culture group, however, is associated with a number of attributes relating to the outdoors, while the Culture group is strongly dissociated with sports activities. The Rural Beach segment is situated towards the centre of the map as a result of its association with a number of attributes with "conflicting" orientations e.g. beaches to the right side of the map, reliable weather and warm, sunny climate to the lower right, and wilderness/nature to the upper left. It was also strongly dissociated with the entertainment related attributes located towards the right. (Reference: Figure 10) Pleasure Travel Markets to North America - Italy 1988 - Uk - 115 - 7.3 Segment profiles The following characteristics disproportionately describe each product segment: Sports and Entertainment traveler - More likely than average to be: - male - young (18-24 years of age) - single - student - single with children - living with children - living in a household with children under 18 - living in the South of Italy - More likely than average to have: - taken a short haul trip within Italy, and less likely to have visited the Mediterranean, in the past 3 years - visited the mainland U.S. and Canada in the past three years - visited friends and relatives - traveled alone - taken an independent type of trip - traveled by train within the U.S. - More likely than average to be interested in: - visiting the U.S. mainland - visiting Toronto in Canada - More likely than average to read La Gazzetta Dello Sport and Gente Motori High Roller traveler - More likely than average to be: - married - an owner of a business - living in the South of Italy - higher income - More likely than average to have: - taken a trip of shorter duration - traveled with business associates/colleagues - had more people in their travel party - used a travel agent in planning their trip - taken an all-inclusive guided tour or a flight and accommodation package only - decided on their destination and booked their trip with less lead time Pleasure Travel Markets to North America - Italy 1988 - 116 - - More likely than average to be interested in: - visiting Hawaii/Guam/Samoa - visiting Niagara Falls, Montreal and Toronto in Canada - visiting New York City in the U.S. - More likely than average to read Sorrisi E Canzoni TV , Capital , and Gente Motori Nature and Culture traveler - More likely than average to be: - male - young (25-34 years of age) - single - in a professional/technical occupation - from the Northwest of Italy - university educated - More likely than average to have: - taken more pleasure trips in the past 3 years - traveled in the summer - taken an outdoor type of trip - used books/library, newspaper/magazine articles, embassy/consulate, or a government tourism office in planning their trip - taken an independent trip - booked accommodation directly with the hotel - decided on their destination further in advance - traveled by public transportation and rented car within the U.S. - More likely than average to be interested in: - visiting Canada - visiting Newfoundland/Labrador, Yukon, the Northwest Territories, and Vancouver in Canada - visiting Arizona, specifically Grand Canyon National Park in the U.S. - visiting the Old West Trail Foundation and Foremost West travel regions, and the Mountain and Pacific (excluding California) census divisions in the U.S. - More likely than average to read La Republica , II Venerdi , 7, L'Espresso and Airone Pleasure Travel Markets to North America - Italy 1988 - 117 - Rural Beach traveler - More likely than average to be: - female - technically trained - divorced/separated/widowed - living in the Northeast or Northwest of Italy - living alone or with one adult (i.e. with fewer adults in the household) - More likely than average to have: - visited Far East/Asia, Central/South Africa, or the West Indies/Carribean in the past 3 years - taken a trip in the winter - taken an outdoor trip - traveled with a spouse/girl friend/boy friend - taken a flight/accommodation package trip - decided on their destination closer to departure - More likely than average to be interested in: - visiting the Travel South travel region in the U.S. - More likely than average to read the magazine 7 Culture traveler - More likely than average to be: - female - older (45 years of age or more) - married - retired or a homemaker - living in the Northeast of Italy - living without children - More likely than average to have: - visited Far East/Asia and Canada in the past three years - taken a trip to visit friends and relatives - traveled with an organized group/club or with a spouse/girl friend/boy friend - used books/library or newspaper/magazine articles in planning their trip - taken an all-inclusive guided tour - traveled by private car within the U.S. - More likely than average to be interested in: - visiting Vancouver in Canada - visiting the West South Central census division in the U.S. - More likely than average to read La Stampa , Gente and (Reference: Tables 48 to 52) Pleasure Travel Markets to North America - Italy 1988 118 - 7 A Product segments vs, travel philosophy and benefit segments Further insight into the product segments can be obtained by profiling them with respect to the travel philosophy and benefit segments. This reveals that the product segments are more likely than average to be represented as follows: Travel philosophy Sports and Entertainment Guarded High Roller Nature and Culture Rural Beach Culture Premium Package Budget Independent Budget Independent No particular segment Benefit Action Luxury Experiential Experiential Social Safety (Reference: Table 53) Pleasure Travel Markets to North America - Italy 1988 119 7.5 Implications The marketing implications for each of the five product segments are discussed below in turn. Sports and Entertainment High Roller Nature and Culture Made up disproportionately of Action travelers, it is clear that this group is looking for an active, exciting vacation. It is not surprising that this is a relatively young, male and single group. They are more likely than average to be Guarded travelers, so it is evident that they are less interested in travel itself than in the facilities available in their ultimate destination. Already above average in terms of actual and potential travel to the U.S., it is apparent that the U.S. offers the sports and entertainment attractions that this group is seeking. They are also slightly above average in terms of existing levels of travel to Canada, and therefore should be regarded as a promising segment for it as well. Travelers in this group are looking for destinations with highly developed entertainment and hospitality facilities. These may be found in either big cities or highly developed resorts. As Luxury travelers they are willing to pay for quality and first class facilities. Although they are no more likely than average to have expressed interest in visiting Canada and the U.S. as countries, they were more likely than average to be interested in visiting the cities of Toronto, Montreal and New York City. This suggests that these and other big cities in North America have the potential to draw more of these travelers. Their Premium Package orientation suggests that promoting first class package travel would be one way to achieve this potential. Consistent with their interest in the outdoors, respondents in this group are predominantly in the Experiential benefit segment. Compared to the average traveler, they are less likely to have visited North American destinations, even though both the U.S. and Canada have a lot to offer them in the way of nature and the outdoors. They are also predominantly Budget Independent travelers. By persuading these travelers that both Canada and the U.S. are relatively inexpensive travel destinations offering good value for money, North America should be of high interest to this group. Pleasure Travel Markets to North America - Italy 1988 - 120 - Rural Beach - Similar to the Nature and Culture segment, this group is most likely to have a Budget Independent travel philosophy and to be attracted to Experiential benefits. Overall it appears that this group is interested in a quiet, seaside setting that is not too expensive. Because they tend to travel in the winter, the climate in Canada could be an obstacle to attracting this group. In addition, Canada has a poor image in terms of its beaches (see Section 8). For the U.S., however, Hawaii, Florida and other southern states with beaches to offer would be of interest to this group. Culture - The Culture segment tends to be older and female and, as such, prefers travel that is safe and well-organized in the form of all-inclusive guided tours. Even though North America can offer the cultural features (historical sites, museums, art galleries, theatre and concerts) they seek, they are no more likely than average to have traveled to the U.S., and only slightly more likely to have traveled to Canada. Improvements in package travel and guided tours appear to be necessary to attract more of this segment. Pleasure Travel Markets to North America - Italy 1988 - 121 - TABLE 46 IMPORTANCE OF PRODUCT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total respondents Opportunities to increase knowledge Outstanding scenery Environmental quality of air, water and soil Hygiene and cleanliness Personal safety Interesting and friendly local people Culture different from own Wilderness and nature National parks and forests Interesting smaller towns and villages Public transportation Wide open spaces Historic old cities Warm, sunny climate Reliable weather Inexpensive travel in destination Wildlife or birds Warm welcome for tourists Local cuisine Lakes and rivers Museums and art galleries Variety of short guided tours Exotic atmosphere Good beaches for swimming and sunning Local crafts Historical, archeological, or military sites Total 1445 3.7 3.6 3.6 3.6 3.5 3.5 3.4 3.4 3.3 3.3 3.3 3.3 3.3 3.2 3.2 3.2 3.2 3.2 3.1 3.1 3.1 3.0 3.0 3.0 3.0 3.0 Pleasure Travel Markets to North America - Italy 1988 - 122 - TABLE 46 (cont'd) IMPORTANCE OF PRODUCT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents 1503 Unique cultural groups (Eskimo, Amish, etc.) 2.9 Seaside 2.9 Good shopping 2.9 Budget accommodation 2.8 Local festivals 2.8 Inexpensive restaurants 2.7 Cruises of one or more nights 2.7 High quality restaurants 2.6 Mountainous areas 2.6 Live theatre and concerts 2.6 Nightlife and entertainment 2.6 Big modern cities 2.6 Manageable size to see 2.6 Resort areas 2.4 Amusement or theme parks 2.4 Outdoor activities such as hiking, climbing 2.3 First class hotels 2.1 Spectator sporting events 2.1 Water sports 2.0 Fast food restaurants 1.9 Casinos and gambling 1.9 Good fishing 1.8 Campgrounds and trailer parks 1.8 Snow skiing 1.7 Golf and tennis 1.6 Good hunting 1.5 Pleasure Travel Markets to North America - Italy 1988 - 123 - TABLE 47 TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean SPORTS AND ENTERTAINMENT (24 %) Water sports +0.8 Spectator sporting events +0.7 Golf and tennis +0.7 Resort areas +0.7 Campgrounds and trailer parks +0.6 Snow skiing +0.6 Nightlife and entertainment +0.6 Fishing +0.6 Amusement or theme parks +0.6 Fast food restaurants +0.6 Casinos and gambling +0.6 Outdoor activities such as hiking and climbing +0.5 Hunting +0.5 Big modern cities +0.3 Museums and art galleries -0.3 Historical, archeological, or military sites -0.3 Historic old cities -0.3 HIGH ROLLER (17%) First class hotels +0.9 Casinos and gambling +0.7 Nightlife and entertainment +0.6 High quality restaurants +0.6 Shopping +0.4 Resort areas +0.4 Big modern cities +0.4 Cruises of one or more nights +0.4 Seaside +0.3 Spectator sporting events +0.3 Lakes and rivers -0.3 Mountainous areas -0.3 Chance to see wildlife/birds -0.3 Outdoor activities such as hiking and climbing -0.3 National parks and forests -0.4 Inexpensive travel in destination -0.4 Campgrounds and trailer parks -0.4 Budget accommodation -0.4 Unique and different cultural groups -0.5 Inexpensive restaurants -0.5 Pleasure Travel Markets to North America - Italy 1988 - 124 - TABLE 47 (cont'd) TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean NATURE AND CULTURE (18%) Outdoor activities such as hiking and climbing +0.6 Mountainous areas +0.4 Unique and different cultural groups +0.4 National parks and forests +0.3 Culture different from my own +0.3 Historical, archeological, or military sites +0.3 Museums and art galleries +0.3 Spectator sporting events -0.3 Resort areas -0.3 Personal safety -0.4 Beaches for swimming and sunning -0.4 Large modern cities -0.4 Fast food restaurants -0.4 Manageable size, see all I want to see -0.4 Warm welcome for tourists -0.5 Casinos and gambling -0.5 Amusement or theme parks -0.5 Nightlife and entertainment -0.5 Seaside -0.5 Standards for hygiene and cleanliness -0.5 High quality restaurants -0.5 Variety of short guided tours -0.5 Shopping -0.6 Warm, sunny climate -0.6 First class hotels -0.6 Cruises of one or more nights -0.6 Reliable weather -0.7 Pleasure Travel Markets to North America - Italy 1988 - 125 - TABLE 47 (cont'd) TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean RURAL BEACH (16%) Beaches for swimming and sunning +0.5 Warm, sunny climate +0.5 Seaside +0.5 Exotic atmosphere +0 A Reliable weather +0.3 Wilderness and undisturbed nature +0.3 Wide open spaces to get away from crowds +0.3 Snow skiing -0.3 First class hotels -0.3 Golf and tennis -0.3 Campgrounds and trailer parks -0.3 Historical, archeological, or military sites -0.3 Museums and art galleries -0.3 Resort areas -0.4 Amusement or theme parks -0.4 Spectator sporting events -0.5 Nightlife and entertainment -0.5 Casinos and gambling -0.5 Live theatre and concerts -0.5 Large modern cities -0.6 CULTURE (24%) Historical, archeological, or military sites +0.4 Museums and art galleries +0.4 Historical old cities +0.3 Variety of short guided tours +0.3 Live theatre and concerts +0.2 Nightlife and entertainment -0.3 Hunting -0.3 Casinos and gambling -0.3 Spectator sporting events -0.4 Seaside -0.4 Golf and tennis -0.4 Beaches for swimming and sunning -0.5 Fishing -0.5 Snow skiing -0.5 Resort areas -0.5 Outdoor activities such as hiking and climbing -0.6 Water sports -0.8 Pleasure Travel Markets to North America - Italy 1988 - 126 - TABLE 48 PRODUCT SEGMENTS - DEMOGRAPHICS PRODUCT SEGMENT Total respondents (100%) Sex Male Female Age 18 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 64 years 65 years or o Marital status Total 1445 55 45 17 28 23 15 13 5 Single Married Living together Divorced/separated/ widowed Occupation Owner Manager/executive Professional/ technical Clerical/sales Skilled worker Unskilled worker Student Retired Homemaker Other Region Northwest Northeast Center South 36 55 2 6 6 17 30 6 6 8 7 10 33 21 25 22 Sports and Enter- High tainment Roller 352 % 28 19 12 6 2 6 6 13 30 6 — High quality restaurants • areas Nightlife and • • • entertainment Live theatre and concerts Resort areas Amusement or theme parks Outdoor activities such as hiking, climbing • First class hotels • Water sports % Good fishing £ Snow skiing • „ , , _ Casinos and Fast food restaurants •• gambling — Good hunting # 1 1 1 | .5 PERCEPTION 1.5 - 148 - 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. This question was not asked for the U.S. Almost half the respondents (47%) who had traveled to Canada mentioned the beautiful scenery as its most appealing feature. In support of the scenic beauty were responses concerning national parks and forests (33%), lakes and rivers (15%), a big country (6%), Niagara Falls (4%), and mountains (3%). As well as being scenic, the friendly local people (14%) and the sunny/pleasant climate (9%) in a leisurely/relaxing environment (9%) were seen as some of Canada's outstanding qualities. (Reference: Table 56) Pleasure Travel Markets to North America - Italy 1988 - ]k3 - TABLE 56 MOST APPEALING FEATURE OF CANADA AS A VACATION DESTINATION Total respondents been to Canada (100%) Beautiful scenery National parks/forests Lakes and rivers Friendly local people Sunny/pleasant climate Leisurely/relaxing Clean Cities A big country Advanced/modern Places worth visiting Niagara Falls Variety of things to do Mountains A society of freedom Beaches Inexpensive Comfortable place to visit Nightlife and entertainment Good food Historical sites Stable political environment Camping Convenient transportation Total 172 % 47 33 15 14 9 9 8 6 6 6 5 4 4 3 2 2 2 2 2 2 2 1 1 * * Less than 0.5% Pleasure Travel Markets to North America - Italy 1988 APPENDIX I BASIC DATA Newspaper and magazine readership Demographics Pleasure Travel Markets to North America - Italy 1988 DAILY NEWSPAPERS READ OR LOOKED INTO REGULARLY (At least 3 of every 6 issues) Total respondents (100%) La Republica Corriere Delia Sera La Stampa La Gazzetta Dello Sport II Sole 2k Ore II Messaggero II Mattino II Resto Del Carlino Corriere Dello Sport/Stadio La Nazione Total IM5 % 46 29 13 13 12 11 7 7 7 6 Other Do not read newspapers 36 9 * Based on those with 75 or more mentions Pleasure Travel Markets to North America - Italy 1988 NEWSPAPER SUPPLEMENTS READ OR LOOKED INTO REGULARLY (At least 2 of every 4 issues)* Total Total respondents (100%) \W5 II Venerdi 7 Magazine 42 19 11 Others None 1 * Based on those with 75 or more mentions Pleasure Travel Markets to North America - Italy 1988 WEEKLY PERIODICALS AND MAGAZINES READ OR LOOKED INTO REGULARLY (At least 2 of every k issues)* Total respondents (100%) Panorama L'Espresso Gente Sorrisi E Canzoni TV °ggi Grazia L'Europea Gioia Famiglia Cristiana Epoca Anna Other Total 1445 % 34 29 19 19 17 14 11 11 10 10 7 11 Do not read weekly periodicals and magazines 20 * Based on those with 75 or more mentions Pleasure Travel Markets to North America - Italy 1988 MONTHLY MAGAZINES READ OR LOOKED INTO REGULARLY (At least 2 of every 4 issues)* Total respondents (100%) Total 1445 Gente Viaggi Airone Gente Motori Capital Tutto Turismo Qui Touring Max Atlante Others 22 18 16 11 9 7 5 5 34 Do not read monthly magazines 32 * Based on those with 75 or more mentions Pleasure Travel Markets to North America - Italy 1988 SAMPLE DEMOGRAPHICS Total Total respondents (100%) 1445 % Sex Male 55 Female 45 Age 18 - 24 years 17 25 - 34 years 28 35 - 44 years 23 45 - 54 years 15 55 - 64 years 13 65 years or over 5 Marital status Single 36 Married 55 Living together 2 Divorced/separated/widowed 8 Working status Full time (70) Owner 5 Manager/executive 6 Professional/ technical 17 Clerical/sales 30 Skilled worker 6 Unskilled worker 6 Not at all (25) Retired 7 Student 8 Homemaker 10 Other (5) Education Elementary school 8 Junior high school 19 High school 17 Technical training school 38 University 19 Pleasure Travel Markets to North America - Italy 1988 SAMPLE DEMOGRAPHICS (cont'd) Total Total respondents (100%) Whether chief wage earner Yes No Household income (Italian lire) 20 million lire or less 21 - 30 million lire 31 - 40 million lire Over 40 million lire 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 4 5 6 or more Mean 1445 % 46 54 16 18 14 17 35 9 21 9 30 32 9 38 53 11 44 23 16 6 1 2.7 Pleasure Travel Markets to North America - Italy 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 None Region Northwest Northeast Center South Total 1445 % 62 25 11 2 0.6 Yes No Single membei • house 88 2 9 Whether self-employed Yes No 34 66 Friends or relatives presently live in ... Canada - yes - no 16 84 U.S. - yes - no 34 66 Fluency in English Read Write Speak 51 41 55 None 39 Fluency in French Read Write Speak 47 33 46 47 33 21 25 22 Pleasure Travel Markets to North America - Italy 1988 APPENDIX II QUESTIONNAIRE Pleasure Travel Markets to North America - Italy 1988 INTERNATIONAL TRAVEL STUDY #B123 , _ Cc5W>l /r/ C°-U. SCREENER C \ Wf ~~^ Good . I'm of ( COMPANY NAME ) and we're doing a study about hoi iday travel . SI. Are you eighteen years of age or over? Yes 1 no •) _fc. ASK T0 SPEAK T0 HOUSE- m c ~~ r 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? ,10 1 2 3 4 5 or more SKIP TO QU.S7 53. As far as you can remember, in the past three years, that is, since September 1985, how many of these people 18 or over, including yourself, have taken a trip by plane entirely or in part for vacation or pleasure, to somewhere outside of Italy, Europe, and the Mediterranean countries for four nights or more? 1 2 3 4 5 or more SKIP TO ASK TO SPEAK TO THAT QU.S5 PERSON AND SKIP TO QU.S7 I 54. For this study we can choose only one person. Of the ( ANSWER IN QU.S3 ) members of your household you just told me took a trip, whose birthday is coming up next? (THIS IS THE SELECTED RESPONDENT. SKIP TO QU.S7) 55. And how many people in your household eighteen years of age or over, including yourself, would you say are definitely or very likely to take such a trip in the next 2 years , that is, a vacation or pleasure trip of four nights or more by plane outside of Italy, Europe, and the Mediterranean countries? .-^ 1 2 3 4 5 or more TER- ASK TO SPEAK TO THAT MINATE PERSON AND SKIP TO QU.S7 56. For this study we can choose only one person. Of the ( ANSWER TO QU.S5 ) members of your household you just told me are definitely or very likely to take a trip, whose birthday is coming up next? (THIS IS THE SELECTED RESPONDENT. SKIP TO QU.S7) (IF TALKING WITH NEW RESPONDENT, REINTRODUCE YOURSELF AND PURPOSE OF STUDY) 57. (Just to be sure that I'm talking to the right person), in the past three years, since September 1985, have you, yourself, taken a trip entirely or in part for holiday or pleasure to somewhere outside of Italy, Europe, and the Mediterranean countries? _ Yes 1 No 2 ->• SKIP TO QU.S10 S8) On any of these trips, did you travel by plane? Yes — No 2 -► SKIP TO QU.S10 IT Yes 1 S9. And were any of these plane trips for four nights or longer? Yes No ■ S10. In the next two years, that is, before October 1990, how likely is it that you, yourself, will fly to somewhere outside of Italy, Europe, and the Mediterranean countries entirely or in part for vacation or pleasure and stay away from home at least four nights? Would you say that you ... (READ LIST - CIRCLE ONE) will definitely take such a trip 1 "" are very likely to take such a trip — 2 are somewhat likely to do so 3 might or might not take such a trip — 4 OR are not likely to take such a trip 5 IF CODE 1 NOT CIRCLED IN QU.S9 TERMINATE AND RECORD #B123-IT INTERNATIONAL TRAVEL STUDY #B123 la) Now I'd like you to think about the vacation or pleasure trips of four nights or longer that you have taken in the past three years. Please include aU_ the vacation or pleasure trips you have taken, not just those to places outside Italy, Europe, and the Mediterranean countries. 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 I© /( lb) On how many of these trips did you travel to your destination by plane? I I I trips _ IF SKIP TO INSTRUCTION AFTER QU.lOb (-L -'lMC Vi'V**** CIRCLE AS MANY AS APPLY) Plane f^ l'^ 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 IN QU.lc = 1 | 1 | . CONTINUE. IF BOX A IN QU.lc = | 1 2 | OR MORE, ASK QU.3a TO QU.10 ABOUT MOST RECENT TRIP. SAY: Now just thinking about your most recent trip ...) 3a) On that trip to (DESTINATION IN QU.2a) , how many nights, in total, were you away from home? (RECORD NUMBER) 3b) And when did you take that trip? Please tell me the month and the year you started that trip. It Ti T? 1 9 8 (month) 7i- (year) <. fO' #B123-IT1 Hz-\ 2c) While you were _i_n the United States, by which of the following did you travel? (HAND CARD 'C - CIRCLE AS MANY AS APPLY) Second Most most recent recent Plane 1 ~* a 1 " ^ Train 2 2 Bus between cities 3 3 Public transportation within cities (e.g. bus, subway, street- car, etc. but excluding taxis) - 4 4 Boat 5 5 Rented car 6 6 Private car - 7 7 Camper or recreational vehicle — 8 8 2d) While you were tn Canada, by which of the -? pi I ?(y /?/ /- following did you travel? (HAND CARD 'C - Jl"5l*»t Won* if CIRCLE AS MANY AS APPLY) Plane I* 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 IN QU.lc 1 CONTINUE. OR MORE, ASK QU.3a TO QU.10 ABOUT SECOND MOST RECENT TRIP. IF BOX A IN QU.lc SAY: Now just thinking about your second most recent trip .) 3a) On that trip to (DESTINATION IN QU.2a) , how many nights, in total, were you away from home? (RECORD NUMBER) % 77 T? 3b) And when did you take that trip? Please tell me the month and the year you started that trip. (month) 1 I 9 (year) HI VZ-L #B123-IT2 4a) Whom did you travel with on this trip? (CIRCLE AS MANY AS APPLY) -Hi Travelled alone 1 -> SKIP TO QU.5a Wife/husband/girlfriend/boyfriend- 2 Child(ren) 3 Father/mother 4 Other relatives - 5 Friends 6 Organized group/club/etc. 7 Business associates/colleagues — 8 Other (Specify) 4b) Including yourself, how many people were there in your immediate travel party? (CIRCLE ONE ONLY) _ ^ 12345 6789 or more 4c) And how many of these were under 18 years of age? (CIRCLE ONE ONLY) / 012345 6789 or more 5a) How long before your trip did you definitely decide to go to (DESTINATION) ? (RECORD NUMBER IN APPROPRIATE BOX) weeks OR months OR years 5b) And how long before your trip did you actually start booking it? weeks OR months OR years 0. SKIP TO QU.7c 7b) Where did you book your flight and accommodation? (CIRCLE ONE ONLY) Travel agent 1 Directly with airline 2 -> SKIP TO QU.8a Other (SPECIFY), 7c) Where did you book your flight to and from your destination for this holiday? (CIRCLE ONE ONLY) Travel agent 1 Directly with airline Other (SPECIFY) 7d) And where did you book your accommodation for this holiday? (CIRCLE AS MANY AS APPLY) , ^ -C\ 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 ( ) 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 5 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 ,l( Taking a day cruise 1 Taking a cruise of one or more nights - 2 10a) Overall, how satisfied were you with your holiday in (DESTINATION) ? Would you say you were ... (READ LIST - CIRCLE ONE) very satisfied 1 somewhat satisfied 2 not very satisfied 3 Or not at all satisfied 4 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) 7*T " ° C-o -1 #B123 " 11. Here are some statements describing how people might feel about vacation pleasure travel. For each statement listed, please put an "X" in one box to show how much you agree or disagree that the statement describes how you feel about overseas vacation travel. Please start at the item indicated. Start here ( ) Strongly agree I like to have all my travel arrange- ments made before I start out on vacation I take short pleasure trips whenever I have the opportunity Making arrangements for major trips can be such a bother that I end up not travelling I usually choose vacation places where I have been before For me, money spent on travel is well spent In any one year I would rather take a number of short vacation trips instead of one long vacation trip -- I would just as soon spend my money on things other than vacation travel I enjoy making my own arrangements for vacation trips Once I get to my destination, I like to stay put I think it's worth paying more to get luxuries and extras on a vacation trip ■ I prefer to go on guided tours when vacationing overseas I don't have to travel to enjoy 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 somewh at )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-*1 )4 )4 )4 )4-1J )4 )4 )4 )4 PLEASE HAND BACK TO INTERVIEWER #B123-AU/IT/BR 14. When choosing a destination for an overseas vacation trip, different things are important to different people. Listed below are a number of items. For each item, please "X" one box to show how important that item is to you in an overseas vacation destination. Please start at the item indicated. Start here ( ) ( ) Very Somewhat Not very important important important High quality restaurants Budget accommodation Seaside Golf and tennis Big modern cities Historic old cities Nightlife and entertainment (bars, clubs, dancing) Outstanding scenery Shopping Reliable weather Standards of hygiene and cleanliness Mountainous areas Local cuisine Personal safety, even when travelling alone Snow skiing (down hill/cross-country) — Interesting small towns and villages Beaches for swimming and sunning Casinos and gambling Campgrounds and trailer parks Local festivals, such as folklore and country fairs Amusement or theme parks Museums and art galleries Warm, sunny climate Wilderness and undisturbed nature Interesting and friendly local people --■ Wide open spaces to get away from crowds- Local crafts and handiwork Outdoor activities such as hiking, cl imbing Inexpensive restaurants Public transportation such as airlines, railways, local transit systems Live theatre and concerts Resort areas Unique or different cultural groups such as Eskimo and Indian National parks and forests Inexpensive travel j_n the destination country Variety of short guided excursions/tours- Exotic atmosphere Warm welcome for tourists Lakes and rivers Culture different from my own Fishing Hunting First class hotels Spectator sporting events Historical, archeological or military sites and buildings Chance to see wildlife and birds I don't usually see Opportunities to increase one's knowledge Manageable size so I can see everything I want to see Water sports such as surfing, water skiing, sailing, scuba diving Fast food restaurants Environmental quality of air, water and soil Cruises of one or more nights Not at all important )4-lo 4 4 4 4 4-/C 4 4 4 4 0,-10 4 4 4 4-T-r 4 4 4 4 4 -To 4 4 4 4 4-ir 4 4 4 4 4-W° 4 4 4 4 4-^r 4 4 4 4 „ 4~ y> 4 4 4-Cf 4 4 4 4 4-C/ IV #B123-AU/IT/BR PLEASE HAND BACK TO INTERVIEWER -77-0 Car>t \ ( - cot^r^v- eo<^_ V"C- fosfovLolirJ; T<) 15a) Now I'd like you to think about places in Canada that people might go to on a vacation. What are the names of five places in Canada where people might go on a vacation? (RECORD BELOW UNDER QU.15a IN ORDER MENTIONED) (PROBE:) What other places in Canada? 15b) Looking at this map of Canada, please tell me the names of three other places in Canada that people might go on a vacation? (HAND MAP - RECORD BELOW UNDER QU.15b IN ORDER MENTIONED) (PROBE:) What other places? 15c) Which places in Canada, if any, have you ever been to? (PROBE:) Any other places? (RECORD UNDER QU.15C - CIRCLE AS MANY AS APPLY. IF RESPONDENT MENTIONS PLACES NOT LISTED UNDER QU.15a OR QU.15b, RECORD BELOW UNDER "OTHER". IF NOT BEEN TO CANADA, CIRCLE "X" AND SKIP TO QU.15f) 15d) Which places, if any, have you been to in the past three years, since September, 1985? (RECORD UNDER QU.15d - CIRCLE ALL RESPONSES) 15e) Which one thing about Canada would make you recommend it to someone else as a Q-Cj vacation destination? (OPEN ENDED) 15f) You have named a number of different places in Canada. (READ ALL PLACES MENTIONED - QU.15a, QU.15b AND OTHER) Which one of these places would you be most interested in visiting or re-visiting? (RECORD UNDER QU.15f - MOST) And which one would be your second choice? (RECORD UNDER QU.15f - 2nd) And which one would be your third choice? (RECORD UNDER QU.15f - 3rd - TAKE BACK MAP) 10' IZ u-ir (t-i« «-* Zt'W Qu.l5a 1. Qu.l5c Ever been to r«n 2 3 4 5 Qu.l5d Been in past 3 yrs. 2 3 4 5 q Most 2 3 4 5 u.l5f 2nd 2 3 4 5 3rd ^ 2. 2 3. 3 4. 4 5. 5 Qu.l5b 1. 6 7 8 x -► Other 6 7 8 SKIP TO QU.15f 6 7 8 f ft 6 7 8 6 2. 7 3. 8 Never been to Canada 1. ^ 2. 2 2 2 2 3. 3 3 3 3 4. 4 4 4 4 5. 5 5 5 5 16a) Overall, how interested are you in visiting or re-visiting Canada in the next five years? Would you say you are ... (READ LIST - CIRCLE ONE) very interested 1 somewhat interested — 2 Or not interested 3 16b) I would like you to compare Canada with other overseas places that you have visited on a vacation trip and those you might visit in the future. Even though some people know less about Canada than others do, everyone has impressions of what it would be like to vacation there. (READ QU.16b AND HAND QUESTIONNAIRE AND PENCIL TO RESPONDENT) #B123-1 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 UNOER 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-visiting? (RECORD UNDER QU.15e - MOST) And which one would be your second choice? (RECORD UNDER QU.15e - 2ND) TAKE BACK Qu,15e And which one would be your third choice? (RECORD UNDER QU.15e - 3RD MAP) C'°\ fiUnk Qu.l5a [0- y c«*^«, Z-'C ' b.<;f>~*£viJr XO 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 ( ) 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 J_n the destination country Fishing Hunting First class hotels Spectator sporting events Historical, archeological or military sites and buildings - Seeing wildlife and birds I don't usually see Water sports such as surfing, water skiing, sailing, scuba diving Kinds of things I like to do on vacation A lot better )1 )1 )1 )1 Compared with other places Canada is )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 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-*.o )5 )5 )5 )5 )5-'S" )5 )5 )5 )5 )5 )5 )5 )5 )5 )5 )5 )5-?-> cS u eR «f\ o WN «• V\ eK u J> o o o 4- SO * L * ^ o»\ (^ vo ef> u 2K o o o <^ K H Z ©> u o* LU ITN o *s «— » u CM N O a: JR »- ^ a, o o o CM 00 ■D 1* a lu o> i_ y td > ir\ O^ in "D c & -H ©0 LU LU CO * L * U to to CQ CM O 00 Z d> O o -H 00 < as 00 c ffl PtS 5tn l- cr* ni u o o o o O o u 0) 0) u c T3 Q LU H u ~t ON H u O 1% 2% 3% 4% or or or or 99% 98% 97% 96% O a, LU S N < •Si-OCN-HCoN.\oiAiA-a-.a-mf r s(N — icooocNf^ON-a-o-ct-— iir\ ■3-ONOOhxVDi^N.a-iCNC<^tN4CNCM to 3 g- +-> c J= ° 0) CO td Xi c „ £ o .5 ^ I s * +■» HH O jj> OCM > « _ o O T3 ^ <1J ON a; > — ■ BO £ X? 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