c l n.7'. /d?/U Tk . ; ASS U.S. DEPARTMENT OF COMMERCE United States Travel and Tourism Administration PLEASURE TRAVEL MARKETS TO NORTH AMERICA: VENEZUELA Prepared for: UNITED STATES TRAVEL AND TOURISM ADMINISTRATION TOURISM CANADA By: MARKET FACTS OF CANADA LIMITED June 1991 Digitized by the Internet Archive in 2012 with funding from LYRASIS Members and Sloan Foundation http://archive.org/details/pleasuretravelmOOunit TABLE OF CONTENTS PAGE NUMBER INTRODUCTION FOREWORD 1 OBJECTIVES 2 METHODOLOGY 3 EXECUTIVE SUMMARY 5 MAIN FINDINGS 1. MARKETSIZE 9 2. PASTTRIP BEHAVIOUR - 4 NIGHTS OR MORE 2.1 Number of pleasure trips in past 3 years 11 2.2 Destination of two most recent trips 14 2.3 Type of two most recent trips 17 2.4 Mode of transportation used within Canada and mainland U.S. 19 2.5 Number of nights away 20 2.6 Month of departure 21 2.7 Traveling party 22 2.8 How long before leaving was destination decided and trip booked 25 2.9 Sources of information used in planning 27 2.10 Whether a package trip 29 2.11 Where booked 30 2.12 Activities taken part in 34 2.13 Satisfaction and likelihood of returning 37 3. LIKELY VACATION DESTINATIONS 3.1 Places would like to visit overseas (unaided) 39 3.2 Likelihood of visiting place would most like to visit 43 3.3 Places in U.S./Canada people in Venezuela might go on vacation 44 3.4 Places in U.S./Canada ever visited and visited in past 3 years 50 3.5 Places in U.S./Canada most interested in visiting/revisiting 54 3.6 Summary of awareness, interest and visitation 58 3.7 Level of interest in visiting/revisiting U.S./Canada in next 5 years 62 4. PERCEPTIONS OF CANADA/U.S. VS. IMPORTANCE RATINGS 4.1 Perception ratings 63 4.2 Perception vs. importance 69 4.3 Most appealing feature of Canada as a travel destination 72 Pleasure Travel Markets to North America - Venezuela 1990 TABLE OF CONTENTS (cont'd) PAGE NUMBER 5. SEGMENTATION OVERVIEW 6. PRODUCT SEGMENTATION - 1 6.1 Overview 6.2 Segments 6.3 Segment profiles 7. TRAVEL PHILOSOPHY SEGMENTATION 7.1 Overview 7.2 Segments 7.3 Segment profiles 7.4 Implications 8. BENEFIT SEGMENTATION 8.1 Overview 8.2 Segments 8.3 Segment profiles 8.4 Implications 9. PRODUCT SEGMENTATION -II 9.1 Product segments vs. travel philosophy and benefit segments 9.2 Implications 73 75 76 80 98 99 103 105 121 122 126 128 144 145 APPENDIX I APPENDIX II APPENDIX III APPENDIX IV APPENDIXV APPENDIX VI BASIC DATA Newspaper and magazine readership Demographics QUESTIONNAIRE DEFINITION OF U.S. 1 1 CENSUS DIVISIONS AND 8TRAVEL REGIONS 95% STATISTICAL CONFIDENCE LEVELS HOWTO INTERPRET A DISCRIMINANT MAP MAP OF VENEZUELA Pleasure Travel Markets to North America - Venezuela 1990 INTRODUCTION Pleasure Travel Markets to North America - Venezuela 1990 FOREWORD In 1986 the U.S. Travel and Tourism Administration and Tourism Canada made an agreement to undertake jointly funded market research in overseas countries of mutual interest. The agreement has been in effect for five years and during its existence approximately four countries have been studied each year. By combining resources the national tourism organizations of the two countries are able to produce better market information than either could have done by working alone. As a result, agencies marketing Canada, the United States or both will be able to select their target markets with a good deal more precision than has been possible in the past . In addition, agencies responsible for developing the tourism products of both countries will have a clear idea of what their strengths and weaknesses are in the minds of the consumer. They would then be able to develop a stronger tourism product and one that will appeal to consumers in a variety of overseas countries. The countries studied so far have been: 1986 1987 1988 1989 United Kingdom Hong Kong Italy United Kingdom France Singapore Australia France West Germany Switzerland Brazil West Germany Japan Mexico Japan The 1990 studies were conducted in Venezuela and South Korea. This report on the Venezuelan long haul travel market is one of the two that resulted from the 1990 studies. It is the intention of both Tourism Canada and the USTTA to make the results readily and widely available. The data are available in the following formats: - The present main report - A highlights report providing overviews of Venezuela and South Korea - Extensive computer cross-tabulations (see Methodology section for details) - IBM compatible data diskettes in single punch format A great deal of sophisticated travel market information has been made available through these studies. The challenge set forth by this work is to understand the information and to use it effectively. Officials of Tourism Canada and the USTTA are ready to help the tourism industry make the most effective use possible of the information. Pleasure Travel Markets to North America - Venezuela 1990 OBJECTIVES The objectives of this study are as follows: 1. To provide broad-based marketing information on the Venezuelan long haul pleasure travel market for strategic planning purposes 2. To identify and describe Venezuelan travel segments that are prime targets for travel to Canada and the United States for industry marketers 3. To describe elements of the travel product(s) required to meet the needs of the target travel market segments 4. To provide input to the development and placement of effective advertising and promotion to convert potential travel to actual travel to Canada and the U.S. Accordingly the following research objectives were established : 1. To identify the basic long haul pleasure travel motivations, benefits and product/activity needs of Venezuelan 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 habitsof the long haul traveler 5. To profile Venezuelan 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. -3 METHODOLOGY A total of 1,209 personal interviews were conducted with international travelers who met the following target qualifications: - 18 years of age or over - Took a vacation trip of four nights or longer by plane outside of Venezuela, Central America, Northern Brazil, Columbia, Northern Peru, Ecuador, Guyana, Surinam, French Guiana and selected Caribbean islands close to Venezuela in the past three years, or intended to take such a trip in the next two years Personal in-home interviews were conducted in seven urban centres in proportion to population as follows: Target Actual Population interviews interviews % # # Caracas 56.2 674 730 Valencia 11.8 142 139 Maracaibo 12.8 154 132 Barquisimento 7.2 86 75 Maracay 5.5 66 65 San Cristobal 2.6 31 48 Puerto La Cruz/Barcelona 3.9 47 20 Total 100 1,200 1,209 Within each of the seven survey areas, doorto door interviews were carried out. Households in ABC socioeconomic classes in urban areas were randomly selected using a total of 430 starting points. Lower socioeconomic classes and non-urban areas were excluded. Households were screened by interviewers who followed pre-determined walk patterns from randomly selected starting points. In households with more than one qualified respondent a random selection was made using the random table number method, subject to a 50/50 male/female quota. The incidence of qualified respondents was determined by recording the results of these screening procedures. A minimum of three contact attempts was made at each household selected. Fieldwork was conducted from November 26, 1990 to March 4, 1991. A copy of the questionnaire used is included in Appendix II. Detailed computer cross-tabulations of all study results have been provided under separate cover. The breaks provided include the following: - By sex, age, and life cycle - By type of package trip, trip description, and ever visited both Canada/U.S. - By important items and income Pleasure Travel Markets to North America - Venezuela 1990 -4- - By destinations visited and destination most like to visit - By ever visited/interest in visiting Canada/U.S. - By modes of transportation used within Canada/U.S., and region - By provinces in Canada interested in visiting - By miscellaneous destinations in Canada interested in visiting - By states in the U.S. interested in visiting - By U.S. census regions interested in visiting - By U.S. tourism regions interested in visiting - By miscellaneous destinations in the U.S. interested in visiting - By travel philosophy, benefit and product segments A table showing 95% statistical confidence levels for various base sizes is included in Appendix IV. In general, any results based on a sample size of less than 100 respondents should be viewed with some caution. Results from cells of less than 20 respondents have not been shown. Any boxed or circled observed values have been tested using the table appended to this report. Pleasure Travel Markets to North America - Venezuela 1990 EXECUTIVE SUMMARY Pleasure Travel Markets to North America -Venezuela 1990 -5 Market size In 1990 the target market was estimated to be 20% of the adult urban population in ABC social groups. This represents 660,000 long haul travelers. Travel behaviour • A total of 69% of the target market had actually taken a long haul vacation trip in the past three years. The remaining 31% planned to take one within the next two years. • The most popular long haul destination was the U.S., visited on 52% of long haul trips in the past three years. Canada was a destination for only 3% of trips. • The most common type of trip was a visit to friends and relatives (41%). • The average duration of long haul trips was a relatively long 34.1 nights, while the median was 23.7 nights. • Long haul trips were distributed unevenly throughout the year, with summer accounting for 40% and spring only 13%. • A total of 38% of long haul travelers went alone, while 24% went with a spouse or girlfriend/ boyfriend. Traveling with either parents or children (25%) or other relatives (22%) was equally common. • Travelers decided on their destination an average of 2.8 months before departure, and booked their trip a mean of 1 .0 months before departure. • Travel agents were the most important source of planning information. • A total of 79% of long haul travelers booked at least part of their trip through a travel agent. • A vacation package that included flight or accommodation was used by only 16% of long haul travelers. • The trip activities participated in most frequently were shopping, sampling local foods and dining out. • Satisfaction and likelihood of visiting their vacation destination again, were both very high. Likely vacation destinations • When asked to name the one place they would most like to visit overseas, the most popular destinations mentioned by respondents were Europe (46%) and the United States (23%). Canada was mentioned by 4% of respondents. • Specifically for Canada and the U.S., respondents were asked to name up to eight destinations they were aware of, up to three destinations they were interested in visiting, as well as any destinations they may have visited in the past three years. The most frequent mentions were as follows: Pleasure Travel Markets to North America - Venezuela 1 990 Canada United States Awareness Interest Visitation* Awareness Interest Visitation* % % % % % % Ontario (93) (82) (79) Florida (84) (51) (68) Toronto 66 48 57 Miami 60 29 39 Ottawa 51 26 25 Orlando 21 8 14 Niagara Falls 34 21 34 Disneyworld 11 5 4 Quebec (93) (81) (62) New York (80) (46) (40) Montreal 80 63 57 New York City 71 40 35 Quebec City 56 35 26 California (77) (48) (19) Alberta (43) (17) (8) Los Angeles 33 16 8 Calgary 23 8 5 San Francisco 23 10 5 British Columbia (39) (18) (12) Texas (54) (20) (13) Vancouver 24 12 8 Houston 14 4 6 Victoria 11 3 2 Washington, D.C. (36) (14) (11) Yukon (22) (10) (2) Nevada (30) (12) (5) Newfoundland/ Las Vegas 19 9 3 Labrador (20) (7) (2) * Among those who visited in the past three years. "Interest" refers to the top three places interested in visiting. Perceptions of Canada/U.S. • Marketing strengths might be defined as attributes on which Canada and the U.S. were rated highly, and which were also rated by travelers as being of above average importance to them. Canada's clearest strengths were its standards of hygiene and cleanliness and personal safety, which were the most important attributes to Venezuelan travelers. In addition Canada was favourably perceived for its national parks and forests, as well as its wildlife and outstanding scenery. The main strengths of the U.S. were its opportunities to increase knowledge and escape from the ordinary. It also had a competitive advantage in terms of its national parks and forests. Its public transportation, shopping, live theatre and fast food outlets were also seen as positive attributes. Pleasure Travel Markets to North America -Venezuela 1990 -7- • Weaknesses might be defined as attributes of above average importance on which Canada and the U.S. received relatively poor ratings. Defined in this way, Canada was at a competitive disadvantage in terms of its beaches for sunning and swimming. It was also relatively poorly regarded in terms of offering inexpensive travel, budget accommodation and value for money. Other weaknesses included shopping, museums, live theatre and local festivals. The U.S.'s main weakness was its relatively unfavourable image for interesting and friendly local people. Other important weaknesses were budget accommodation, value for money, inexpensive restaurants and beaches in the U.S. Segmentation • In terms of product segmentation, a total of four groups were identified: - Sports and Entertainment travelers (31% of the total market) like to participate in a variety of sports such as golf and tennis, water sports and snow skiing - the specific activities depending on when and where they take their vacations. They also enjoy being entertained in the form of spectator sporting events, nightlife, gambling and amusement or theme parks. There is a hint of the high life sought after by this group in terms of various amenities desired. - Sun and Space travelers (26% of the total market) are very single-minded, compared to other travelers, in their wish for warm sunny weather and wide open spaces while on vacation. - Outdoors and Subcultures travelers (19% of the total market) are into both native and immigrant cultural groups, with a marked preference for outdoor activities such as camping, hiking and climbing. These interests include some concern for saving money in the form of inexpensive restaurants and inexpensive travel within their destination. - Culture and Comfort travelers (24% of the total market) are also driven by a desire to experience native and immigrant cultural groups, but within a highly developed vacation destination. High quality restaurants and first class hotels, as well as live theatre and museums or art galleries, are an essential part of the travel experience they seek. • Travel philosophy segmentation resulted in identifying four groups of Venezuelan travelers: .- Independent travelers (23% of the total market) enjoy making their own travel arrangements, especially as they go along. There is a note of conservatism in their travel plans in that they choose places they have seen before and like people to speak their language where they are on vacation. - Guarded Package travelers (26% of the total market) find making travel arrangements can be a bother and therefore leave their travel plans to others to decide. They prefer guided tours, all-inclusive packages, vacation destinations they have seen before and people who speak their language. Travel is not a priority, however, in that they would rather spend money on other things and do not need to travel to enjoy their vacation. Pleasure Travel Markets to North America - Venezuela 1990 8 - Affirmed Package travelers (25% of the total market) like to travel and show a preference for package vacations, including guided tours and having a travel agent's assistance making plans. They choose vacation destinations they have heard of and like to visit a different place on each trip. - Reluctant travelers (26% of the total market) are least interested in travel, feeling as they do that they need not travel to enjoy themselves or spend a lot of money while on vacation. Benefit segmentation resulted in the following five groups: - Comfort and Sports travelers (22% of the total market) say that not being deprived of city comforts is important to them, as is indulging in luxury, by which it appears they want to enhance their feelings of comfort while on vacation. Of equal importance is participating in, or watching, sports. - Adventure travelers (17% of the total market) are distinguished from other travelers by their interest in being relatively more daring and adventuresome. - Family travelers (19% of the total market) see travel as a chance primarily to be with family and friends while on vacation, preferably in places where their family came from. - Luxury travelers (18% of the total market) place a great deal of emphasis on luxury and other status or prestige elements such as going where their friends have not been and talking about it when they return. - Sports and Adventure travelers (24% of the total market) are similar to the first two groups, but with less of an emphasis on comfort and more of an accent on sporting activities and the daring or adventuresome. There is also an element of status or prestige associated with this group. Pleasure Travel Markets to North America - Venezuela 1990 MAIN FINDINGS Pleasure Travel Markets to North America -Venezuela 1990 9- 1. MARKET SIZE Overall, Venezuelan travelers took a total of about 788,000 trips outside of Venezuela in 1989. Travel to the U.S. was reportedly 264,000 and to Canada 10,500 in the following year. It should be noted, however, that these figures include business trips by any mode of transportation, trips of one night or more, and trips by children. In other words, these figures do not reflect the definition of long haul trips as used in this study. In order to produce an incidence figure representative of the target market in Venezuela, a number of factors were applied to the incidence found among households in the sample. By applying the total number of households and average number of adult travelers per household, it was estimated that the size of the target market was approximately 660,000 or 20% of the total adult urban population in ABC social groups. (Reference: Exhibit 1) The target market* basically reflects the age distribution of the general population. Up to date population figures for education and income were not available for comparison purposes. (Reference: Exhibit 2) Travelers 18 years of age or over who took a vacation trip of four nights or longer by plane outside of Venezuela and its surrounding area (see Map "A" in Appendix VI) in the past three years, or intended to take such atrip in the next two years. Pleasure Travel Markets to North America - Venezuela 1990 10 EXHIBIT 1 TARGET MARKET Venezuelan population 18 years or over (1) Venezuelan adult urban population in ABC social groups Incidence of target market Size of target market 10,380,000 3,360,000 20% 660,000 Actual number of business or pleasure trips of one night or longer by any mode of transportation outside Venezuela (includes children under 18 years): - To any destination (2) - To Canada (3) - To the U.S. (4) 788,000 10,500 264,000 (1) Venezuelan Embassy Office figures for 1989 (2) World Tourism Organization figures for 1989 (3) Statistics Canada figures for 1990 (4) USTTA figures for 1990 EXHIBIT2 COMPARATIVE TARGET MARKET DEMOGRAPHICS Age 18- 24 years 25 - 34 years 35 -44 years 45 - 54 years 55- 64 years 65 years or over Education Some/completed primary school Some/completed middle school Some/completed technical school Some/completed college/university Mean monthly family income in Bolivares Tarqet market General population % % 27 24 23 27 19 20 13 14 10 9 7 6 7 24 n/a 13 56 51.890 n/a Pleasure Travel Markets to North America - Venezuela 1990 -11 2. PAST TRIP BEHAVIOUR - 4 NIGHTS OR MORE This section of the report examines the number and characteristics of recent trips of four nights or longer made by Venezuelan travelers in the target market. 2.1 Number of pleasure trips in past 3 years A total of 69% of respondents had taken a pleasure trip of four nights or more by plane outside of Map "A" in the past three years, i.e. had taken a long haul trip. This means that 31% of respondents were in the sample by virtue of the fact that they intended to take such a trip in the next two years. (Reference: Exhibit 3) EXHIBIT 3 PLEASURE TRIPS 4 NIGHTS OR MORE IN THE PAST 3 YEARS BY PLANE OUTSIDE OF MAP "A" Total respondents 1209 % Yes 69 No 31 Pleasure Travel Markets to North America - Venezuela 1990 12 In terms of more general travel behaviour, the strong travel orientation of the sample was reflected in the fact that 85% of respondents had taken a pleasure trip of at least four nights in the past three years, with 78% having taken such a trip by plane. (Reference: Exhibit 4A) Of the respondents who had taken a pleasure trip of four nights or more, the majority (72%) had taken more than one trip, with a mean of 5.8 pleasure trips of four nights or more. Of those who had taken a pleasure trip of four nights or more by plane , 61 % had taken multiple plane trips, with a mean of 3.4 such trips. (Reference: Exhibit 4B) EXHIBIT 4A PLEASURE TRIPS 4 NIGHTS OR MORE IN PAST 3 YEARS Total respondents (100%) Yes No By any mode of transportation 1209 By plane 1209 % % 85 78 15 22 EXHIBIT 4B NUMBER OF PLEASURE TRIPS 4 NIGHTS OR MORE TAKEN IN PAST 3 YEARS Total respondents who took a trip (100%) 1 2 3 4 5 6 7-9 10- 14 15 or more Mean By any mode of transportation By plane 1023 943 % % 28 14 14 8 6 72% 39_ 19 15 7 4 7 7 6 4 5 4 10 3 61% 5.8 3.4 Pleasure Travel Markets to North America -Venezuela 1990 13 Pleasure trips were defined as either short haul (i.e. to places in Venezuela and other countries on Map "A") or long haul (i.e. to destinations outside of Map "A"). Of the respondents who had taken a pleasure trip of four nights or more by plane in the past three years, 34% had traveled in Venezuela, and 12% had traveled to other countries on Map "A". A total of 89% of such respondents had taken a trip to somewhere other than Venezuela or other countries on Map "A", i.e. had taken a long haul trip. (Reference: Exhibit 5A) Almost half (42%) of travelers who had visited a long haul destination by plane had taken more than one such trip in the past 3 years. The mean was 2.1 long haul trips. (Reference: Exhibit 5B) EXHIBIT 5A WHERE TAKEN ANY PLEASURE TRIPS 4 NIGHTS OR MORE IN PAST 3 YEARS BY PLANE Other country on Somewhere Venezuela Map "A" else Total respondents who took plane trip (100%) 943 % 943 % 943 % Yes 34 12 89 No EXHIBIT 5B 66 88 11 NUMBER OF PLEASURE TRIPS 4 NIGHTS OR MORE IN PAST 3 YEARS BY PLANE Total respondents who took pleasure trips 4 + nights by plane to that destination (100%) 4 or more Mean BY PLANE TO Venezuela Other country on Map "A" So mewhere else 320 117 838 % % % 29 61 58 24~ 21" 18" 16 72% 8 40% 12 42 c 31 11 12 3.8 1.9 2.1 Pleasure Travel Markets to North America - Venezuela 1990 14 2.2 Destination of two most recent trips Respondents who had traveled on a long haul trip were asked which destinations they had been to on their most recent and second most recent pleasure trips in the past three years. The most popular vacation destination overall was the U.S. (52%). Canada was a destination on 3% of long haul vacation trips, well behind Europe (26%). The West Indies/Caribbean (8%), South America (5%) and Mexico (4%) were of similar popularity as Canada. The number of travelers to Canada is relatively small making it difficult to draw conclusions. In general terms, this group appears to be similar to the others in terms of sex, age, marital status, occupation and location of respondent. Travelers to the U.S. distinguish themselves as being better educated with higher incomes, while those traveling to other destinations are more likely to be from Caracas and least likely to have attended college or university. (Reference: Exhibits 6 & 7) EXHIBIT 6 DESTINATION OF TWO MOST RECENT LONG HAUL TRIPS IN PAST 3 YEARS* U.S. Europe The West Indies/Caribbean (outside of Map "A") South America Mexico Canada Other 52% 5% mm 4% mm pi s/0 2% 10 20 30 40 50 60 % of trips * Based on 1,185 trips comprised of 837 most recent trips and 348 second most recent trips. Pleasure Travel Markets to North America -Venezuela 1990 -15 EXHIBIT7 DEMOGRAPHICS OF VISITORS TO KEY DESTINATIONS DESTINATION VISITED* 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 Other Occupation Owner/self employed Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Student Retired Housewife Region Caracas Valencia Maracaibo Barquisimento Maracay San Cristobal Puerto La Cruz/Barcelona U.S. Total Canada mainland Other 1209 24 + 427 384 % % % % 50 62 49 50 50 38 51 50 27 33 27 23 23 29 26 22 19 13 19 16 13 13 13 15 10 8 8 14 7 4 7 10 39 50 41 35 50 42 48 54 1 - 1 2 6 4 8 4 4 4 3 6 1 _ 1 1 1 - 2 1 36 58 41 30 17 13 15 18 2 4 2 3 2 4 1 4 20 13 20 17 3 - 2 5 17 8 16 22 60 50 59 66 12 21 14 11 11 4 10 6 6 4 4 7 5 17 7 6 4 4 4 2 2 - 2 2 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. + Small base size Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 16- EXHIBIT 7 (cont'd) DEMOGRAPHICS OF VISITORS TO KEY DESTINATIONS DESTINATION VISITED* Total respondents (100%) Education Some/completed primary school Some/completed middle school Some/completed technical school Some/completed college/university Life cycle Living alone Living with one adult Single with children Couple with children Other Living arrangement Live alone Living with children Living without children U.S. Total Canada mainland Other 1209 24 + 427 384 % % % % 7 4 3 13 24 13 22 25 13 21 11 M 56 63 64 (47) 4 4 4 4 11 4 11 14 19 17 18 16 34 38 30 33 32 38 36 33 4 4 4 4 54 54 50 51 42 42 46 45 Mean no. of adults 18 years or over in household 3.3 3.3 3.4 3.2 Whether any children under 18 years in household Yes No Monthly family income in Bolivares Under 20.000,00 Bs 20.001,00- 40.000,00 Bs 40.001,00- 60.000,00 Bs , 60.001,00- 100.000,00 Bs 100.001,00- 150.000,00 Bs 150.001,00-200.000,00 Bs More than 200.000,00 Bs Mean (Bolivares) 54 54 50 51 46 46 50 49 15 13 12 15 36 39 31 41 23 26 24 22 17 13 21 13 5 4 6 6 3 4 4 2 2 - 3 2 51.890 49.570 58.980 49.530 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. + Small base size Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 -17- 2.3 Type of two most recent trips When asked what type of trip they had taken on their most and second most recent trips to any long haul destination, by far the most frequent mention given by respondents was a visit to friends and relatives (41%). The next most common types were touring trips (33%) and business/pleasure trips (16%). A variety of other trip types received relatively fewer mentions. (Reference: Exhibit 8) EXHIBIT 8 TYPE OF TWO MOST RECENT LONG HAUL TRIPS* Trip to exhibition, specia event, theme park (3%) Resort trip (4%) City trip (2%) Other (1%) Trip that combined business and pleasure (16%) Touring trip (33%) Visit to friends and relatives (41%) * Based on 1,1 85 trips comprised of 837 most recent trips and 348 second most recent trips. Note: For full descriptions of the trip types discussed in this section see Card B in Appendix II. Pleasure Travel Markets to North America - Venezuela 1990 18- Trips to Canada were generally of the same type as trips to all destinations combined. Visits to the U.S. mainland were comparatively less likely to be with friends and relatives (36%), while trips to other places were comparatively more likely to be described as visits to friends and relatives (47%). EXHIBIT 9 TYPE OF LONG HAULTRIP** (Reference: Exhibit 9) DESTINATION VISITED Total trips taken by respondents (100%) Visit to friends and relatives Touring trip Combined business and pleasure Resort Exhibition, special event or theme park City Other U.S. Total Canada 34 + mainland 622 Other 1185 524 % % % % 41 41 (36) I 47 | 33 24 36 30 16 21 18 14 4 - 5 3 3 12 2 3 2 3 2 3 * Less than 0.5% ** Total most recent and second most recent trips + Small base size Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America -Venezuela 1990 -19- 2.4 Mode of transportation used within Canada and mainland U.S. Respondents who had visited either Canada or the mainland U.S. were asked which modes of transportation they used within each country on their trip. In Canada the most popular modes of transportation used were private car (43%) and public transit within cities (41%). Bus between cities (30%) and a plane (27%) were used about equally. Those traveling in the U.S., however, for the most part used a plane (48%) or private car (44%). About one-third (36%) rented a car and one-fourth (28%) made use of public transit within cities. (Reference: Exhibit 10) EXHIBIT 10 MODE OF TRANSPORTATION USED WITHIN CANADA AND MAINLAND U.S. Total trips taken by respondents (100% V Plane Private car Rented car Public transportation (within cities) Bus between cities Train Boat Camper or RV Other Mainland Canada U.S. 37 + 607 % % 27 48 43 44 16 36 41 28 30 14 19 10 - 1 - 1 5 1 * Total most recent and second most recent trip + Small base size Pleasure Travel Markets to North America - Venezuela 1990 20- 2.5 Number of nights away Detailed trip characteristics were obtained about the long haul trips taken by respondents in the past three years, i.e. about the pleasure trips by plane lasting four nights or more to destinations outside of Map "A". 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 duration of Venezuelan trips was on average 34 nights. Almost half (44%) were for 30 or more nights, with the median being 23.7 nights. While trips to Canada and the U.S. mainland had median durations of just over two weeks, the median number of nights to other destinations was just over five weeks. (Reference: Exhibit 11) EXHIBIT 11 NUMBER OF NIGHTS AWAY ON LONGHAULTRIP* TRIPS THAT INCLUDED** Total respondents took long haul trip (100%) 4- 6 nights 7-9 nights 10- 16 nights 17 -29 nights 30 -59 nights 60 or more nights Total Canada U.S. mainland Other 838 24 + 427 384 % % % % 9 4 10 8 10 21 11 8 23 25 30 14 14 17 17 12 27 17 44% 21 13 34% 18 14. 32% 38 21 59% Mean* + Median + + 34.1 23.7 23.8 16.0 31.0 15.7 38.3 35.8 * ** + + Outside of Map "A" (see Appendix VI) On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Small base size Reflects the length of stay of the entire trip, not necessarily the number of nights in Canada orthe U.S. Pleasure Travel Markets to North America -Venezuela 1990 21 - 2.6 Month of departure Summer was the most popular season for travel (40%) with winter (23%) and fall (25%) the next most popular times to travel. Spring (13%) is not a time when many Venezuelans travel to long haul destinations. Travel to Canada may be somewhat skewed towards the summer (50%) but again it should be noted that the base size involved was relatively small. Travel to the U.S. mainland was more evenly distributed throughout the year, but still skewed towards summer (34%) rather than spring (13%). (Reference: Exhibit 12) EXHIBIT 12 MONTH LONG HAUL TRIP WAS STARTED DESTINATION VISITED' Total respondents took long haul trip (100%) Winter December January February Spring March April May Summer June July August Fall September October November Total Canada U.S. mainland Other 838 24 + 427 384 % % % % (23) (25) (25) (20) 15 17 16 14 4 4 5 4 3 4 4 2 (13) (8) (13) (13) 3 4 4 2 4 4 4 3 6 - 6 7 (40) (50) (34) (46) 5 4 3 8 13 13 11 15 22 33 20 22 (25) (17) (28) (22) 10 17 10 9 5 - 6 5 10 - 12 8 On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Small base size Pleasure Travel Markets to North America -Venezuela 1990 -22- 2.7 Traveling party Three out of four travel parties (75%) did not include any children. Among parties that did not include children the mean number of members was 2.0. Parties that included children were larger with 4.1 members on average. Parties with children were somewhat larger for trips to the U.S. mainland (mean of 4.4 members). (Reference: Exhibit 13) Over one-third (38%) of long haul travelers from Venezuela went on their trip by themselves. About one quarter (24%) went with their spouse or girlfriend/boyfriend. Almost another quarter (22%) were with other relatives plus 1 1 % with fathers or mothers and 14% with their children. Travelers to the U.S. mainland mirror the distribution of traveling companions reported for the total sample. (Reference: Exhibits 14 and 15) EXHIBIT 13 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 4 5 or more Mean 2.0 DESTINATION VISITED' Total Canada U.S. mainland 1.9 Other 631 15 + 320 294 % % % 51 51 50 30 31 30 8 7 9 4 5 3 7 6 9 2.1 Parties with children under 18 years Total respondents took long haul trip with children (100%) 1 2 3 4 5 or more Mean 207 20 27 22 32 4.1 9 + 107 90 % % 14 26 22 35 25 18 40 21 4.4 3.8 On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Data omitted due to small base size Pleasure Travel Markets to North America - Venezuela 1990 23- EXHIBIT 14 PEOPLETRAVELEDWITH ON LONG HAUL TRIP* Traveled alone Wife/husband/ girlfriend/boyfriend Other relatives Child(ren) Father/mother Friends Organized group/ club, etc. Business associates/ colleagues Based on 838 respondents who took a long haul trip. Pleasure Travel Markets to North America - Venezuela 1990 24- EXHIBIT15 PEOPLE TRAVELED WITH ON LONG HAULTRIP Total respondents took long haul trip (100%) Traveled alone Wife/husband/girlfriend/boyfriend Other relatives Child(ren) Father/mother Friends Organized group/club/etc. Business associates/colleagues Total DESTINATION VISITED* U.S. Canada mainland Other 838 24 + 427 384 % % % % 38 29 38 38 24 17 24 24 22 33 24 19 14 13 13 16 11 21 12 9 6 8 7 6 2 - 1 3 1 4 1 1 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. + Small base size Pleasure Travel Markets to North America -Venezuela 1990 -25- 2.8 How long before leaving was destination decided and trip booked For half (50%) of all long haul trips the decision to go was made within 1 month or less of departure. The mean lead time was 2.8 months while the median was 1 .0 months. Travelers to the U.S. reported somewhat shorter decision making periods (mean of 2.3 months). (Reference: Exhibit 16) EXHIBIT 16 NUMBER OF MONTHS BEFORE LEAVING WAS DESTINATION DECIDED DESTINATION VISITED** U.S. Total Canada mainland Other 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 to 7 months Over 7 months to 8 months Over 8 months to 9 months Over 9 months to 1 2 months Over 12 months Mean Median 838 24 + 427 384 % % % % 50 25 56 45 15 17 16 13 10 17 8 12 . 4 4 3 4 2 8 2 2 8 21 7 7 1 - 1 1 1 4 1 1 * - 1 - 7 4 5 10 2 - 1 4 2J$ 33 23 33 1.0 2.5 0.9 1.4 Less than 0.5% On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Small base size Pleasure Travel Markets to North America - Venezuela 1990 26- In terms of actually booking the trip, the lead time involved was shorter. The mean was 1.0 months and the median was 0.6 months. (Reference: Exhibit 17) EXHIBIT 17 NUMBER OF MONTHS BEFORE LEAVING WAS TRIP BOOKED DESTINATION VISITED' Total respondents took long haul trip (100%) 4- month or less Over 4- 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 to 5 months Over 5 months to 6 months Over 6 months Did not make reservations Mean Median Total Canada 24 + U.S. mainland 427 Other 838 384 % % % % 43 29 48 37 30 29 30 31 11 17 11 10 7 13 5 8 2 - 1 3 1 4 1 1 2 4 1 2 1 - 1 2 4 4 2 5 10 11 03 11 0.6 0.8 0.5 0.7 On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Small base size Pleasure Travel Markets to North America -Venezuela 1990 27 2.9 Sources of information used in planning A variety of sources were used by long haul travelers in planning their trips, with an average of 1.5 mentions per respondent. The most frequent mentions were a travel agent (66%), followed by friendsand family (31%) and the airline (18%). Other sources were used to a much lesser extent. The strong influence of travel agents was evident from the 54% who named them as the single most important source of planning information. Friends/family were second at 20%. These results strongly indicate how important it is to keep travel agents well informed and stocked with product possibilities. (Reference: Exhibit 18) EXHIBIT 18 SOURCES OF INFORMATION USED IN PLANNING A LONG HAULTRIP Total respondents took long haul trip (100%) Total population took long haul trip (100%) Travel agent Friends/family Airline Brochures/pamphlets Embassy/consulate Newspaper/magazine articles Advertisements Tour operator/company Government tourism office/board Clubs/associations Books/library Automobile associations Other No sources used to plan trip Mean number of sources of information used Sources used Most important sources used 838 838 457,380 457,380 % % 66 54 31 20 18 11 8 2 6 2 5 2 3 2 2 2 1 1 * 2 1 5 5 1.5 Less than 0.5% Pleasure Travel Markets to North America - Venezuela 1990 -28 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: Exhibit 19) EXHIBIT 19 MOST IMPORTANT SOURCES OF INFORMATION USED IN PLANNING A LONG HAULTRIP DESTINATION VISITED** Total respondents took long haul trip (100%) Total population took long haul trip (100%) Travel agent Friends/family Airline Brochures/pamphlets Embassy/consulate Newspaper/magazine articles Advertisements Tour operator/company Government tourism office/board Clubs/associations Books/library Automobile association Other No sources used Total Canada U.S. mainland Other 838 24 + 427 384 457,380 13,264 233,264 209,937 % % % % 54 42 52 57 20 25 22 17 11 17 11 10 2 4 1 2 2 - 3 2 2 - 1 2 - * 1 - 1 1 4 1 1 - 1 2 - * 1 * - * - 2 4 2 * 5 4 5 4 ** Less than 0.5% On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Small base size Pleasure Travel Markets to North America - Venezuela 1990 -29- 2.10 Whether a package trip Venezuelan travelers were not strongly disposed towards package travel. A total of 84% of long haul travelers did not have either their flight or their accommodation booked as part of a vacation package. Only 15% had either their fligfit or accommodation booked as part of a package. The use of packages was similar among visitors to Canada, the U.S. and other destinations (Reference: Exhibit 20) EXHIBIT 20 WHETHER PACKAGE VACATION AND WHAT COMPONENTS WERE INCLUDED IN PACKAGE DESTINATION VISITED* Total respondents took long haul trip (100%) Total population took long haul trip (100%) Yes Flight Accommodation Guided tour Rented car Flight/accommodation Flight/accommodation/guided tour Flight/accommodation/rented car Flight/accommodation/rented car/guided tour Flight/guided tour Other package combinations No U.S. Total Canada mainland Other 838 24 + 427 384 457,380 13,264 233,264 209,937 % % % % (16) (17) (14) (17) 15 17 13 17 15 13 12 17 8 13 5 10 5 4 5 4 5 - 5 6 5 8 2 7 2 4 3 1 2 - 2 2 1 4 1 - 1 - 1 1 (84) (83) (86) (83) * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. + Small base size Pleasure Travel Markets to North America - Venezuela 1990 -30 2.11 Where booked Most (86%) of the packages that were bought were booked through a travel agent. Only 10% were booked directly with the airlines. (Reference: Exhibit 21) Among respondents whose flight was not part of a package (i.e. whose flight was independent), 76% booked it through a travel agent. A further 22% booked it directly with the airline. (Reference: Exhibit 22) Among those whose accommodation was not part of a package, 66% stayed with friends/relatives while 19% dealt directly with the hotel and 13% through a travel agent. (Reference: Exhibit 23) A summary of unduplicated mentions of booking sources confirms the pattern that is already apparent i.e. that the majority (79%) of all trip takers used a travel agent to book at least part of their holiday. This is the case even though over half (56%) stayed with friends or relatives. (Reference: Exhibit 24) EXHIBIT21 WHERE PACKAGE WAS BOOKED DESTINATION VISITED* Total respondents took package vacation (100%) Total population took package vacation (100%) Travel agent Airline Other 4 U.S. Total Canada mainland Other 131 4 + 58 67 71,351 % 2,212 31,608 % 36,460 % 86 84 89 10 . 11 8 On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. Data omitted due to small base size Pleasure Travel Markets to North America - Venezuela 1 990 31 - EXHIBIT22 WHERE INDEPENDENT FLIGHT WAS BOOKED DESTINATION VISITED* U.S. Total Canada mainland Other Total respondents took independent flight (100%) 710 20+ 371 318 Total population took independent flight (100%) 387,420 10,848 202,427 173,564 Travel agent Airline directly Other % % % % 76 90 75 76 22 10 23 22 2 — 2 2 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. + Small base size Pleasure Travel Markets to North America - Venezuela 1990 -32 EXHIBIT 23 WHERE INDEPENDENT ACCOMMODATION WAS BOOKED Total respondents used independent accommodation (100%) Total population used independent accommodation (100%) Stayed with friends/relatives Directly with hotel, etc. Travel agent Did not book in advance Other Total 715 DESTINATION VISITED* U.S. Canada mainland Other 21 + 375 318 ,060 11,312 204,391 173,57 % % % % 66 76 62 69 19 10 19 19 13 14 17 9 4 - 4 5 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. + Small base size Pleasure Travel Markets to North America - Venezuela 1990 33 EXHIBIT 24 WHERE COMPONENTS OF LONG HAULTRIP WERE BOOKED (Total unduplicated mentions) Total respondents took long haul trip (100%) Total population took long haul trip (100%) Travel agent Stayed with friends/relatives Airline Direct with hotel, etc. Did not book accommodation in advance Other Total 838 DESTINATION VISITED* U.S. Canada mainland Other 24 + 427 457,380 13,264 233,264 % % % 79 83 78 56 67 55 21 17 22 16 8 16 3 - 3 384 209,937 % 80 57 20 16 4 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. + Small base size Pleasure Travel Markets to North America - Venezuela 1990 34 2.12 Activities taken part in Respondents were read a list of 38 activities that people might participate in during a holiday, and were asked to name the ones that they had actually taken part in on their trip. Shoppinq (89%), sampling local foods (88%), restaurants and dining out (88%) and taking pictures (84%) were the four most frequently mentioned activities, followed by sightseeing in cities (80%). 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 amusement or theme parks (75%) - Visiting health spas (25%) - Snow skiing (21%) U.S. mainland - Visiting amusement or theme parks (65%) The following are examples of comparatively lower mentions for each destination: Canada - Taking pictures/filming (63%) - Visiting the seaside (29%) - Attending festivals/special events (25%) - Sunbathing/beach activities (21%) - Swimming (17%) U.S. mainland - Visiting places of historical interest (50%) - Visiting scenic landmarks (47%) - Touring the countryside (42%) - Visiting sites commemorating important people (37%) - Visiting places of archeological interest (22%) - Visiting mountainous areas (22%) (Reference: Exhibit 25) Pleasure Travel Markets to North America - Venezuela 1990 -35 EXHIBIT 25 ACTIVITIES TAKEN PART IN DURING LONG HAULTRIP DESTINATION VISITED' Total respondents took long haul trip (100%) Total population took long haul trip (100%) Shopping Sampling local foods Dining out in restaurants Taking pictures/filming Sightseeing in cities Visiting friends or relatives Getting to know the local inhabitants Visiting wilderness areas Observing wildlife/bird watching Visiting places of historical interest Visiting amusement or theme parks Visit national parks or forests Visiting the seaside Visiting scenic landmarks Visiting galleries/museums Visiting entertainment places Attending festivals/special events Touring the countryside Sunbathing/beach activities Visiting sites commemorating important people Swimming Going on short guided excursions or tours Attending concerts/live theatre Visiting places of archeological interest U.S. Total Canada mainland Other 838 24 + 427 384 457,380 13,264 233,264 209,937 % % % % 89 88 91 88 88 79 88 90 88 96 90 85 84 (63) 85 83 80 88 80 80 73 79 74 71 71 71 71 72 70 79 65 76 67 71 63 71 59 67 ® 70 58 |75| 65 49 55 58 53 58 55 (29) 55 57 54 63 © 60 52 54 47 58 51 58 53 49 51 © 49 56 51 58 ® 60 50 © 52 49 45 54 © 55 45 © 46 46 38 38 36 41 35 38 34 37 33 38 (§> 44 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. + Small base size Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 -36 EXHIBIT 25 (cont'd) ACTIVITIES TAKEN PART IN DURING LONG HAUL TRIP DESTINATION VISITED* Total respondents took long haul trip (100%) Total population took long haul trip (100%) Visiting mountainous areas Attending sporting events Visiting places of importance in military history Visiting casinos/gambling Water sports Taking a day cruise Climbing/hiking Visiting health spas Golfing/tennis Taking a cruise of one or more nights Fishing Snow skiing Horse riding Hunting U.S. Total Ce mac a mainland Other 838 24 *■ 427 384 457,380 13,264 233,264 209,937 % % % % 33 38 © 44 33 33 35 30 32 33 27 38 25 33 24 26 15 13 17 12 14 4 16 13 12 21 10 14 12 25 14 9 11 8 15 8 9 4 9 9 8 4 8 8 8 21 8 7 7 13 8 6 4 4 3 5 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. + Small base size Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 -37 2.13 Satisfaction and likelihood of returning The vast majority (91 %) of long haul travelers were very satisfied with their trips. Satisfaction levels did not vary significantly by destination. (Reference: Exhibit 26) Overall, 89% of respondents said they would be very or somewhat likely to return to their previously visited destination, including 64% who said they would be very likely to do so. (Reference: Exhibit 27) EXHIBIT 26 DEGREE OF SATISFACTION WITH LONGHAULTRIP DESTINATION VISITED ** Total respondents took long haul trip (100%) Very satisfied Somewhat satisfied Not very satisfied Not at all satisfied Mean++ 3.9 4.0 3.9 3.9 Total Canada 24 + U.S. mainland 427 Other 838 384 % % % % 91 100 91 91. 8 - 9 8 1 - 1 1 * * * Less than 0.5% ** On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. + Small base size + + Based on "very satisfied" = 4 and "not at all satisfied" = 1 Pleasure Travel Markets to North America -Venezuela 1990 38- EXHIBIT27 LIKELIHOOD OF RETURNING TO SAME LONG HAUL DESTINATION DESTINATION VISITED* Total respondents took long haul trip (100%) Very likely Somewhat likely Not very likely Not at all likely Total U.S. Canada mainland Other 838 24 + 427 384 % % % % 64 25 89% 42 33 75% 71 22_ 58 93% 28 8 17 6 9 4 8 1 6 86% Mean+ + 3.5 3.1 3.6 3.4 On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not reflect the sum of the individual columns. + Small base size + + Based on "very likely" = 4 and "not at all likely" = 1 Pleasure Travel Markets to North America - Venezuela 1990 39- 3. LIKELY VACATION DESTINATIONS 3.1 Places would like to visit overseas (unaided) Respondents were asked on an unaided basis to name five places overseas they would like to visit on a vacation trip, as well as the one place they would most like to visit in the next two years. These questions provided an indication of the level of interest in visiting Canada and the U.S. in the context of all destinations available to travelers. With respect to the five top choices named, Europe received the most mentions (90%), followed by the United States (56%, including 53% for the mainland and 6% for Hawaii/Guam/Samoa). Canada was mentioned by 23% of respondents. Although the actual figures involved were lower, responses for the one top choice destination followed a similar pattern to the above. The rank order of destinations actually visited, however, followed a somewhat different pattern. The main difference was that Europe was visited less often than would be predicted by their "like to visit" rank order. Conversely, the U.S. was visited more often than would be predicted. This would indicate that "like to visit" does not necessarily mean "likely to visit". (Reference: Exhibit 28) Respondents who would most like to visit Canada were more or less typical of respondents who were most interested in all other destinations. Due to the small sample size it is difficult to identify statistically significant differences. Respondents most interested in the U.S. mainland tended to be disproportionately single, male, students, 18-24 years old, living in Maracaibct, in a household with children under 18 years. (Reference: Exhibit 29) Pleasure Travel Markets to North America - Venezuela 1990 40 EXHIBIT 28 LONG HAUL DESTINATIONS WOULD LIKE TO VISIT Total respondents (100%) Five top choices (U 1209 One top choice (21 1209 Actual destination of two most recent trips in past 3 years (21 1187 Gap (3)-(2) Total population in target market (100%) 660,000 660,000 647,460 % % % Europe 90 46 26 -20 United States (unduplicated mentions) (56) (23) (52) ( + 29) Mainland (including Alaska) 53 21 52 + 31 Hawaii/Guam/Samoa 6 2 - -2 Central/South America 31 6 5 -1 Mexico 30 8 4 -4 Far East/Asia 29 7 1 -6 Canada 23 4 3 -1 West Indies/Caribbean 15 3 8 + 5 Central/South Africa 11 2 - -2 Australia/New Zealand 8 1 * • Near/Middle East 7 1 1 - Other South Pacific 1 - * * Other Less than 0.5% Pleasure Travel Markets to North America -Venezuela 1990 -41 - EXHIBIT 29 KEY DESTINATIONS WOULD MOST LIKE TO VISIT BY DEMOGRAPHICS WOULD MOST LIKE TO VISIT U.S. Hawaii/ Main- Guam/ Total Canada Total and Samoa Other Total respondents (100%) 1209 44 272 ; 254 18 + 890 Total population in target market (100%) 660,000 11,880 148,500 138,600 9,900 485,760 % % % % % Sex Male 50 41 59 58 48 Female 50 59 41 42 52 Aqe 18 -24 years 27 36 36 36 I 24 25 -34 years 23 11 24 25 24 35 -44 years 19 23 20 20 18 45 - 54 years 13 11 8 7 14 55 - 64 years 10 11 7 7 11 65 years or over 7 7 4 5 8 Marital status Single 39 43 43 44 38 Married 50 52 49 48 50 Living together 1 - 2 2 1 Divorced/separated/widowed 6 2 4 4 7 Other 4 2 2 2 4 Occupation Owner/self employed 1 - 1 1 1 Manager/executive 1 - 2 1 2 Professional/technical 36 36 36 35 35 Clerical/sales 17 14 18 18 17 Skilled worker 2 2 3 3 2 Unskilled worker 2 5 1 1 3 Student 20 18 25 26 | 18 Retired 3 5 2 2 4 Housewife 17 21 12 13 18 Reqion Caracas 60 55 52 53 64 Valencia 12 23 12 11 11 Maracaibo 11 9 19 19 9 Barquisimento 6 5 7 7 6 Maracay 5 2 3 4 6 San Cristobal 4 2 4 4 4 Puerto La Cruz/Barcelonga 2 5 3 2 1 + Data omitted due to small base size Note: Boxed numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 -42- EXHIBIT 29 (cont'd) KEY DESTINATIONS WOULD MOST LIKE TO VISIT BY DEMOGRAPHICS Total respondents (100%) Total population in target market (100%) Education Some/completed primary school Some/completed middle school Some/completed technical school Some/completed college/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 household members Whether any household members under 18 years Yes No Monthly family income in Bolivares Under 20.000,00 Bs 20.001,00- 40.000,00 Bs 40.001,00- 60.000,00 Bs 60.001,00- 100.000,00 Bs 100.001,00- 150.000,00 Bs 150.001,00- 200.000,00 Bs More than 200.000,00 Bs Mean (Bolivares) 4.2 WOULD MOST LIKE TO VISIT Canada U.S. Total Total Main- land Hawaii/ Guam/ Samoa Other 1209 44 272 254 18 + 890 660,000 % 11,880 148,500 % % 138,600 % 9,900 485,760 % 7 24 27 3 23 4 24 9 24 13 9 15 15 13 56 64 59 58 55 4 11 19 34 32 5 5 25 34 32 4 7 26 40 22 5 7 26 39 23 4 12 17 32 35 4 54 42 5 59 36 4 66 30 5 66 29 4 50 46 4.2 4.3 4.3 54 59 66 66 46 41 34 34 15 10 15 15 36 31 35 34 23 26 26 25 17 31 16 17 5 - 4 4 3 - 3 3 2 2 2 2 51.890 53.450 51.830 5: I.840 4.1 50 50 16 36 22 16 6 3 2 51.860 + Data omitted due to small base size Note: Boxed numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 43 3.2 Likelihood of visiting place would most like to visit Overall, 47% of respondents said that they were either definitely or very likely to travel in the next two years to the destination they named as the one they would most like to visit. Only 13% said that it would not be likely for them to do so. Respondents who named the U.S. mainland as their preferred destination were the most likely to expect to actually follow through on their wishes, with 68% saying they were definitely or very likely to do so. (Reference: Exhibit 30) EXHIBIT 30 LIKELIHOOD OF VISITING THE ONE PLACE WOULD MOST LIKE TO VISIT Total respondents named a destination (100%) Total population (100%) Definitely Very likely Somewhat likely Might or might not Not likely 1206 660,000 %_ 18 29_ 20 20 13 WOULD MOST LIKE TO VISIT U.S. Total Canada Total Main- land 44 272 254 11,880 148,500 138,600 Hawaii/ Guam/ Samoa 18 + 9,900 47% %_ 16 32 21 23 9 48% %_ 31 35 17 13 4 66% % 32" 36 18" 13 2 68% Other 890 485,760 % 14 28 21 21 16 42% Mean+ + 3.2 3.2 3.8 3.8 3.0 Data omitted due to small base size Based on "definitely" = 5 and "not likely" = 1 Note: Boxed numbers represent those referred to in the main text. + + Pleasure Travel Markets to North America - Venezuela 1990 44- 3.3 Places in U.S./Canada people in Venezuela 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 maps B and Cshown in Appendix II) The above questions were asked separately for Canada and the U.S. In the data processing stage, answers were coded exactly as given by respondents and a full listing is available under separate cover. For the purposes of the main computer tables and this report, however, responses were grouped and reported for the following categories: Canada - 10 provinces and two territories - Any specific location with 50 or more mentions U.S. - Top states - 1 1 census divisions (see Appendix III) - Eight travel regions (see Appendix III) - Any specific location with 75 or more mentions For example, answers grouped into "California" would include any 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 five destinations in the U.S. and Canada to which people might go on a vacation, almost all respondents (98%) mentioned at least one place in the U.S., and the large majority mentioned at least one place in Canada (78%). On a total unaided and aided basis, virtually all respondents mentioned a place in both the U.S. and Canada. (Reference: Exhibit 31) Pleasure Travel Markets to North America -Venezuela 1990 45 EXHIBIT 31 WHETHER OR NOT RESPONDENT NAMED ANY PLACES PEOPLE MIGHT GO ON A VACATION Total respondents (100%) Canada Yes No 5 places 3 more places people might people might go on vacation go on vacation (unaided) (aided) 1209 1209 % 78 22 % 94 6 Total unaided and aided mentions 1209 % 98 2 U.S. Yes No 98 2 98 2 100 * * Less than 0.5% Specific results for awareness of vacation destinations were as follows: Canada - On an unaided basis, the most frequently named destinations were in Ontario (89%), Quebec (80%), British Columbia (20%) and Alberta (19%). Specific destinations with the highest level of unaided mentions were Montreal (66%), Toronto (57%), Ottawa (40%) and Quebec City (39%). - On a total unaided and aided basis, destinations in Ontario (93%), Quebec (93%), Alberta (43%) and British Columbia (39%) continued to be the top mentions. The top specific destinations were essentially the same as reported on an unaided basis, namely Montreal (80%), Toronto (66%), Quebec City (56%) and Ottawa (51 %). (Reference: Exhibit 32A) Pleasure Travel Markets to North America -Venezuela 1990 46 U.S. - On an unaided basis, mentions were heavily skewed towards destinations in Florida (78%) and New York (69%). The next most frequent mentions were destinations in California (60%), Texas (30%) and Washington D.C. (24%). New York City (62%) received the highest number of specific mentions on an unaided basis. The main specific mentions in Florida were Miami (55%) and Orlando (19%). On a total unaided and aided basis, the majority of respondents (84%) mentioned at least one Florida destination. New York (80%) was also mentioned frequently. California (77%) took third place, followed by Texas (54%). The specific destinations mentioned most frequently followed a similar pattern as seen on an unaided basis. New York City (71 %) was the top mention over specific destinations in Florida i.e. Miami (60%), Orlando (21%) and Disneyworld (11%). (Reference: Exhibit 32B) Pleasure Travel Markets to North America -Venezuela 1990 47 EXHIBIT 32A VACATION DESTINATIONS IN CANADA - AWARENESS Total respondents mentioned a place (100%) Provinces and Territories Newfoundland/Labrador P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Montreal Toronto Ottawa Quebec City Niagara Falls Vancouver Calgary Labrador Regina Victoria Winnipeg 5 places 3 more people places people mightgo mightgo Total unaided on vacation on vacation and aided (unaided) (aided) mentions 947 1136 1187 % % % 7 15 20 1 1 2 4 7 10 1 2 2 80 51 93 89 65 93 9 15 21 6 10 14 19 32 43 20 29 39 11 15 22 2 4 6 66 29 80 57 22 66 40 21 51 39 26 56 25 15 34 13 15 24 8 17 23 6 13 17 5 8 12 4 9 11 3 5 7 Pleasure Travel Markets to North America - Venezuela 1990 -48 EXHIBIT 32B VACATION DESTINATIONS IN U.S. - AWARENESS Total respondents mentioned a place (100%) Top States Florida New York California Texas Washington D.C. Massachusetts Nevada Colorado Louisiana Illinois Washington Pennsylvania Arizona 8 Travel Regions Travel South Visit U.S. West New England Old West Trail Foundation America's Heartland Foremost West George Washington Country Great Lakes 5 places 3 more people places people might go might go Total unaided >n vacation on vacation and aided (unaided) (aided) mentions 1186 1184 1204 % % % 78 19 84 69 15 80 60 30 77 30 27 54 24 13 36 17 6 22 14 18 30 10 14 23 9 7 16 9 7 15 8 6 14 7 10 16 5 11 15 85 44 93 70 57 89 18 7 24 4 12 15 42 46 71 17 33 45 31 26 51 19 26 40 Pleasure Travel Markets to North America - Venezuela 1990 -49- EXHIBIT32B (cont'd) VACATION DESTINATIONS IN U.S. - AWARENESS Total respondents mentioned a place (100%) 11 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding New York) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands Specific Destinations New York City Miami Los Angeles Orlando San Francisco Boston Las Vegas Houston Disneyworld Chicago New Orleans k Less than 0.5% 5 places 3 more people places people mightgo mightgo Total unaided on vacation on vacation and aided (unaided) (aided) mentions 1186 1184 1204 % % % 9 21 28 4 9 12 18 7 24 73 25 84 11 11 21 17 21 34 87 41 94 33 26 53 39 37 64 29 48 63 64 39 82 10 11 20 2 1 3 1 * 1 62 11 71 55 6 60 26 8 33 19 3 21 18 5 23 15 4 19 11 8 19 10 4 14 9 2 11 7 5 12 7 4 11 Pleasure Travel Markets to North America - Venezuela 1990 -50- 3.4 Places in U.S./Canada ever visited and visited in past 3 years A relatively high proportion of respondents had visited destinations in the U.S. (69%) as compared to the proportion who had visited Canada (19%) sometime in the past. The incidence of visitation in the past three years was somewhat lower at 41 % for the U.S. and 5% for Canada. (Reference: Exhibit 33) Respondents were asked to name the places they had ever visited in Canada and the U.S., as well as those they had visited in the past three years. Not surprisingly the responses to these two questions tended to be correlated. The comments that follow relate to the destinations visited in the past three years as these would presumably better reflect current tastes of Venezuelan travelers: Canada - Among respondents who had traveled to Canada in the past three years, the most popular destinations were in Ontario (79%, mainly Toronto and Niagara Falls). Next in line was Quebec (62%, mainly Montreal and Quebec City). (Reference: Exhibit 34A) U.S. - The state most visited in the past three years was Florida (68%). The next most popular state was New York (40%, mainly New York City). A much lower proportion of respondents (19%) had actually visited California. (Reference: Exhibit 34B) EXHIBIT 33 VISITED CANADA OR U.S. - EVER OR IN PAST THREE YEARS Total Total respondents (100%) 1209 % Canada Ever visited 19 Visited in past three years 5 U.S. Ever visited 69 Visited in past three years 41 Pleasure Travel Markets to North America -Venezuela 1990 -51 - EXHIBIT 34A VACATION DESTINATIONS IN CANADA - WHETHER VISITED Visited in Ever past 3 visited years Total respondents visited Canada (100%) 226 61 o. Vo % Provinces and Territories Newfoundland/Labrador 4 P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Montreal Toronto Niagara Falls Quebec City Ottawa Vancouver Calgary Victoria Regina Winnipeg 2 - 2 - 68 62 79 79 4 2 2 2 9 8 15 12 2 2 2 - 54 57 49 57 35 34 34 26 29 25 12 8 5 5 2 2 2 2 1 - Pleasure Travel Markets to North America - Venezuela 1990 -52 EXHIBIT 34B VACATION DESTINATIONS IN U.S. -WHETHER VISITED Total respondents visited the U.S. (100%) Top States Florida New York California Texas Washington D.C. Massachusetts Louisiana Nevada Pennsylvania Illinois Colorado Washington Arizona 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 Ever visited Visited in past 3 years 838 % 495 % 78 68 55 40 33 19 22 13 17 11 11 6 11 6 10 5 9 7 8 4 7 5 6 3 6 4 82 72 41 25 12 7 4 1 32 18 15 9 25 18 15 9 Pleasure Travel Markets to North America -Venezuela 1990 -53- EXHIBIT34B (cont'd) VACATION DESTINATIONS IN U.S. -WHETHER VISITED Total respondents visited the U.S. (100%) 11 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding New York) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands Specific Destinations Miami New York City Orlando Los Angeles San Francisco Houston Boston New Orleans Disneyworld Las Vegas Chicago Less than 0.5% Visited in Ever past 3 visited years 838 495 % % 7 3 5 2 12 7 57 44 13 9 14 8 83 74 27 16 30 17 22 12 37 22 9 4 1 * 2 1 51 39 49 35 20 14 15 8 10 5 9 6 9 5 8 3 7 4 7 3 6 3 Pleasure Travel Markets to North America - Venezuela 1990 -54 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 guestions were designed to provide an indication of the potential travel market to North American destinations. Nearly all respondents named at least one place in Canada (96%) orthe U.S. (98%) that they were interested in visiting. (Reference: Exhibit 35) Although the first choice is also reported in the tables, the following figures relate to the three destinations of greatest interest: Canada - The provinces which respondents were most interested in visiting or re- visiting were Ontario (82%) and Quebec (81%). Ontario's strength came primarily from Toronto (48%) and Niagara Falls (21%), while Quebec's strength came from Montreal (63%) and Quebec City (35%). (Reference: Exhibit 36A) U.S. - In terms of interest, Florida (51 %) led all states, followed by California (48%) and New York (46%). New York City (40%) was the specific destination most likely to be named, followed by Miami (29%) and Los Angeles (16%). (Reference: Exhibit 36B) EXHIBIT 35 WHETHER OR NOT NAMED ANY PLACES INTERESTED IN VISITING Total respondents (100%) 1209 Canada % Yes 96 No 4 U.S. Yes 98 No 2 Pleasure Travel Markets to North America -Venezuela 1990 -55- EXHIBIT36A VACATION DESTINATIONS IN CANADA - INTEREST IN VISITING Total respondents providing choices (100%) Provinces and Territories Newfoundland/Labrador P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Montreal Toronto Quebec City Niagara Falls Ottawa Vancouver Calgary Victoria Regina Winnipeg First Top three choice choices 1160 1160 % % 1 7 * * * 3 - 1 48 81 37 82 1 6 1 4 3 17 5 18 3 10 1 3 33 63 17 48 12 35 9 21 7 26 3 12 2 8 1 3 * 3 * 2 Less than 0.5% Pleasure Travel Markets to North America - Venezuela 1990 56 EXHIBIT 36B VACATION DESTINATIONS IN THE U.S. - INTEREST IN VISITING Total respondents providing choices (100%) Top States Florida California New York Texas Washington D.C. Nevada Massachusetts Colorado Louisiana Illinois Washington Pennsylvania Arizona 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 1188 1188 % % 26 51 19 48 19 46 6 20 4 14 4 12 3 10 2 7 2 6 1 6 1 6 1 5 1 5 31 61 26 62 4 11 1 5 10 29 4 15 6 19 4 14 Pleasure Travel Markets to North America -Venezuela 1990 -57- EXHIBIT36B (cont'd) VACATION DESTINATIONS IN THE U.S. - INTEREST IN VISITING Total respondents providing choices (100%) 11 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding New York) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands Specific Destinations New York City Miami Los Angeles San Francisco Boston Las Vegas Orlando Disneyworld Houston Chicago New Orleans Less than 0.5% First Top three choice choices 1188 % 1188 % 2 7 1 4 4 11 20 50 1 6 3 13 32 64 6 20 9 26 8 27 21 52 2 8 1 2 16 40 13 29 5 16 4 10 3 9 3 9 3 8 2 5 1 4 1 4 1 4 Pleasure Travel Markets to North America - Venezuela 1990 -58 3.6 Summary of awareness, interest and visitation A summary of awareness, interest and visitation is provided in Exhibits 37A and 37B. In general, awareness and interest levels followed patterns similar to each other, except that the figures for interest tended to be somewhat lower. This would be partly attributable to the fact that the interest figures were based on only three mentions per respondent, while the awareness figures (unaided) were based on up to five mentions per respondent. Visitation, however, was a slightly different story in some instances. For example, Quebec, and specifically Montreal, were visited less often than would be predicted from their respective awareness and interest levels. On the other hand, Toronto and Niagara Falls were visited more often than would be predicted. In the U.S. it was California that was visited less often than awareness and interest levels would indicate, suggesting an opportunity for greater growth in the California market. Florida, on the other hand, had more visitation than interest (mainly to Miami). (Reference: Exhibits 37A and 37B) Pleasure Travel Markets to North America - Venezuela 1990 -59- EXHIBIT37A SUMMARY OF AWARENESS, INTEREST AND VISITATION - CANADA Total respondents mentioned a place (100%) Total population (100%) Provinces and Territories Newfoundland/Labrador P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Montreal Toronto Ottawa Quebec City Niagara Falls Vancouver Calgary Labrador Regina Victoria Winnipeg 5 places people might go on vacation (unaided) Top 3 places interested in visitinq Visited in past 3 years 947 1160 61 516,780 632,940 33,000 % % % 7 7 2 1 * - 4 3 - 1 1 - 80 81 62 89 82 79 9 6 2 6 4 2 19 17 8 20 18 12 11 10 2 2 3 - 66 63 57 57 48 57 40 26 25 39 35 26 25 21 34 13 12 8 8 8 5 6 - - 5 3 2 4 3 2 3 2 - Less than 0.5% Pleasure Travel Markets to North America - Venezuela 1990 60- EXHIBIT37B SUMMARY OF AWARENESS, INTEREST AND VISITATION -U.S. Total respondents mentioned a place (100%) Total population (100%) Top States Florida New York California Texas Washington D.C. Massachusetts Nevada Colorado Louisiana Illinois Washington Pennsylvania Arizona 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 people mightgo on vacation (unaided) Top 3 places interested in visitinq Visited in past 3 years 1186 1188 495 647,444 647,444 270,223 % % % 78 51 68 69 46 40 60 48 19 30 20 13 24 14 11 17 10 6 14 12 5 10 7 5 9 6 6 9 6 4 8 6 3 7 5 7 5 5 4 85 61 72 70 62 25 18 11 7 4 5 1 42 29 18 17 15 9 31 19 18 19 14 9 Pleasure Travel Markets to North America - Venezuela 1990 -61 EXHIBIT 37B (cont'd) SUMMARY OF AWARENESS, INTEREST AND VISITATION -U.S. 5 places people Top 3 might go places Visited in on vacation interested past 3 (unaided) in visitinq years Total respondents mentioned a place (100%) 1 186 1188 495 Total population (100%) 647,444 647,444 270,223 % % % 11 Census Divisions West North Central 9 7 3 East South Central 4 4 2 New England 18 11 7 Middle Atlantic 73 50 44 Middle Atlantic (excluding New York) 1 1 6 9 East North Central 17 13 8 South Atlantic 87 64 74 South Atlantic (excluding Florida) 33 20 16 West South Central 39 26 17 Mountain 29 27 12 Pacific 64 52 22 Pacific (excluding California) 10 8 4 Pacific Islands 2 2 * Atlantic Islands 1 * 1 Specific Destinations New York City 62 40 35 Miami 55 29 39 Los Angeles 26 16 8 Orlando 19 8 14 San Francisco 18 10 5 Boston 15 9 5 Las Vegas 11 9 3 Houston 10 4 6 Disneyworld 9 5 4 Chicago 7 4 3 New Orleans 7 4 3 Less than 0.5% Pleasure Travel Markets to North America - Venezuela 1990 62- 3.7 Level of interest in visiting/revisiting U.S./Canada in next 5 years As an additional measure of vacation potential, respondents were asked how interested they were in visiting or revisiting Canada and the U.S. in the next 5 years. The results were encouraging as 86% were interested in Canada, including 37% who were very interested. Even more respondents (94%) were interested in the U.S., including 65% who were very interested. (Reference: Exhibit 38) EXHIBIT 38 INTEREST IN VISITING CANADA OR U.S. Canada Total respondents (100%) Very interested Somewhat interested Not interested U.S. 1209 1209 % % 37" 49_ 86% 65~ 29_ 14 6 94% Mean + 2.2 2.6 + Based on "very interested" = 3 and "not interested" = 1 Pleasure Travel Markets to North America - Venezuela 1990 -63- 4. PERCEPTIONS OF CANADA/U.S. VS. IMPORTANCE RATINGS 4.1 Perception ratings In order to obtain very specific information regarding the images of the vacation products available in Canada and the U.S., respondents were asked to compare the two countries against other overseas destinations on a series of attributes using a five point scale as follows: Weight A lot better + 2 A little better +1 The same Notguite as good -1 Not nearly as good -2 The weights were added at the data processing stage as respondents only answered on the verbal scale. Canada was rated on a total of 32 attributes while the U.S. was rated on a total of 34 attributes. Although basically similar, there were several differences in the lists of attributes selected to rate each country. Due to concerns about potential fatigue, respondents were randomly asked to rate either Canada orthe U.S. but not both i.e. approximately half the sample rated each destination. The majority of mean ratings for Canada and the U.S. were positive, indicating a better than average rating on almost every attribute. The following observations can be made: Canada - The highest rated attributes were all related to Canada's outdoors. Attributes relating to Canada's natural environment included outstanding scenery ( + 0.92), national parks and forests ( + 0.90), and seeing wildlife in a natural setting ( + 0.73). Activities relating to the outdoors included snow skiing ( + 0.94), and hiking and climbing ( + 0.73). Canada was also seen as a clean ( + 0.78) and safe ( + 0.76) destination to visit. The only true negative about Canada was perceived to be its beaches for swimming and sunning (-0.51), while water sports ( + 0.05) do not appear to be highly regarded. The next lowest rating went to nightlife and entertainment ( + 0.19). Cost was another relatively weak area based on the ratings given to budget accommodation ( + 0.23), inexpensive travel to the country ( + 0.30), inexpensive restaurants ( + 0.28) and value for vacation money ( + 0.24). (Reference: Exhibit 39) Pleasure Travel Markets to North America - Venezuela 1990 64- U.S. - The U.S. was strongly rated for its entertainment opportunities including amusement or theme parks ( + 1.41), casinos and gambling ( + 0.88), variety of things to see and do ( + 0.85), and nightlife and entertainment ( + 0.82). In a related vein it received high ratings for first class hotels ( + 0.96) and fast food restaurants ( + 1.21). Opportunities to increase knowledge ( + 0.91) and to escape from the ordinary ( + 0.84) were also well regarded features of the U.S. Though not a true negative, the U.S.'s main weakness was interesting and friendly local people ( + 0.14). Budget accommodation ( + 0.27) also received a fairly low rating. Beaches for swimming and sunning ( + 0.30), hunting ( + 0.33) and value for vacation money ( + 0.33) represented other comparatively poor areas. (Reference: Exhibit 40) Pleasure Travel Markets to North America - Venezuela 1990 65- EXHIBIT39 PERCEPTIONS OF CANADA ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total Total respondents rating Canada (100%) Snow skiing Outstanding scenery National parks and forests Hygiene and cleanliness Personal safety Seeing wildlife in a natural setting Outdoor activities such as hiking, climbing Public transportation First class hotels Unique native cultural groups (Eskimo, Indian, etc.) Interesting and friendly local people Variety of things to see and do Spectator sporting events Amusement or theme parks Live theatre and concerts Fishing High quality restaurants Unique immigrant cultural groups Museums and art galleries Historical sites and buildings Kinds of things like to do on vacation Hunting Inexpensive travel [n destination country 592 mean score + 0.94 + 0.92 + 0.90 + 0.78 + 0.76 + 0.73 + 0.73 + 0.69 + 0.60 + 0.57 + 0.48 + 0.46 + 0.46 + 0.44 + 0.41 + 0.40 + 0.39 + 0.39 + 0.38 + 0.38 + 0.37 + 0.35 + 0.33 Mean scores based on "a lot better" = +2 "a little better" = + 1 "the same" = "not quite as good" = -1 "not nearly as good" = -2 Pleasure Travel Markets to North America - Venezuela 1990 -66- EXHIBIT39 (cont'd) PERCEPTIONS OF CANADA ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total respondents rating Canada (100%) Inexpensive travel to destination country Shopping Inexpensive restaurants Local festivals Value for vacation money Budget accommodation Nightlife and entertainment Water sports Beaches for swimming and sunning Mean scores based on "a lot better" = + 2 "a little better" = + 1 "the same" = "not quite as good" = -1 "not nearly as good" = -2 Total 592 mean score + 0.30 + 0.29 + 0.28 + 0.28 + 0.24 + 0.23 + 0.19 + 0.05 -0.51 Pleasure Travel Markets to North America - Venezuela 1990 67 EXHIBIT 40 PERCEPTIONS OF THE U.S. ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total Total respondents rating the U.S. (100%) Amusement or theme parks Fast food restaurants First class hotels Shopping Public transportation Opportunities to increase knowledge Casinos and gambling Variety of things to see and do Opportunity to escape from the ordinary Nightlife and entertainment National parks and forests Resort areas Availability of package vacations Kinds of things like to do on vacation Water sports Opportunity to be daring and adventuresome Live theatre and concerts Personal safety Unique immigrant cultural groups Historical sites and buildings Outdoor activities such as hiking, climbing Inexpensive restaurants Outstanding scenery 598 mean score + 1.41 + 1.21 + 0.96 + 0.92 + 0.91 + 0.91 + 0.88 + 0.85 + 0.84 + 0.82 + 0.80 + 0.77 + 0.75 + 0.75 + 0.68 + 0.68 + 0.67 + 0.60 + 0.55 + 0.55 + 0.53 + 0.52 + 0.52 Mean scores based on "a lot better" = +2 "a little better" = + 1 "the same" = "not quite as good" = -1 "not nearly as good" = -2 Pleasure Travel Markets to North America - Venezuela 1990 -68 EXHIBIT 40 (cont'd) PERCEPTIONS OF THE U.S. ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total Total respondents rating the U.S. (100%) Museums and art galleries Unique native cultural groups (Eskimo, Indian, etc.) Fishing High quality restaurants Snow skiing Mountainous areas Value for vacation money Hunting Beaches for swimming and sunning Budget accommodation Interesting and friendly local people 598 mean score + 0.48 + 0.37 + 0.37 + 0.36 + 0.35 + 0.34 + 0.33 + 0.33 + 0.30 + 0.27 + 0.14 Mean scores based on "a lot better" = + 2 "a little better" = +1 "the same" = "not quite as good" = -1 "not nearly as good" = -2 Pleasure Travel Markets to North America - Venezuela 1990 69 4.2 Perception vs. importance - total sample While perception ratings are useful in themselves, additional insight can be obtained by comparing these ratings with their importance to respondents. For example, a particularly high or low perception rating would become irrelevant if it was determined that the attribute was of low importance. With this in mind, perception ratings were plotted against importance ratings in order to give a visual summary of their relationship. (Importance ratings are presented in more detail in Section 6 of this report.) The top areas of the plots are those of most relevance as they correspond to the areas of greatest importance. The area in the top right of each map or plot represents attributes of high importance and high perception, and thus identifies major strengths. On the other hand, the area in the top left of each map represents high importance and low perception, i.e. major weaknesses. Vertical and horizontal lines have been drawn on each map to divide it into quadrants. It should be noted that the locations of these lines are basically arbitrary , but have been selectecT to roughly split the attributes into equal fourths. For example, a roughly equal number of attributes would appear above the horizontal line as would appear below it. It should also be noted that the maps for Canada include 28 attributes while the maps for the U.S. include 31 attributes for which both perception and importance ratings are available. Perception ratings are available for some further attributes, but since corresponding importance ratings were not obtained, these could not be included in the map. The following observations can be made: Canada - Canada's clear strength was its hygiene and cleanliness and personal safety. Also a strength was the outstanding scenery, specifically the national parks and forests. Other competitive advantages included public transportation and amusement or theme parks. At the same time, Canada was at a competitive disadvantage in terms of its beaches for swimming and sunning. It was also relatively poorly regarded for providing inexpensive travel, budget accommodation and generally value for vacation money. Other relative weaknesses included shopping, museums, live theatre and local festivals. (Reference: Exhibit 41) U.S. - Two of the main strengths of the U.S. were its opportunities to increase knowledge and to escape from the ordinary. Its national parks and forests and public transportation were also seen as positive attributes. It also had a competitive advantage in terms of its shopping, live theatre, resort areas, amusement or theme parks and fast food restaurants. The main weakness for the U.S. was interesting and friendly local people. Other weaknesses were value for vacation money, museums, beaches for swimming and sunning, budget accommodation and mountainous areas. (Reference: Exhibit 42) Pleasure Travel Markets to North America - Venezuela 1990 70 EXHIBIT41 ATTRIBUTE IMPORTANCE VS. PERCEPTION - CANADA 3.5 M P O R T A N C E 2.5 1.5 Beaches for swimming and sunning P( Interesting and friendly local peop * Value for vacation money* Inexpensive travel in destination country ^ Shopping rsonal safety m Hygiene and cleanliness Outstanding Public scenery© transport- ation • • National parks & forests • ©Museums and art galleries Live theatre and concerts- Budget accommodation H Lo c al fe st iva l ? Inexpensive restaurants Nightlife and entertainment * Unique immigrant cultural groups stoncal sites and buildings l» Amusement ortheme parks First class hotels High quality restaurants Unique native cultural groups Outdoor activities such Spectator as hiking, climbing sporting events Water sports Hunting • Fishing • Snow skiing -.5 .5 1.5 PERCEPTION Importance rating came from Question 1 1 unlike all other items which came from Question 14. Since Question 1 1 used a different scale, the position of this point is not strictly speaking comparable and is provided for information purposes only. Pleasure Travel Markets to North America -Venezuela 1990 71 EXHIBIT 42 ATTRIBUTE IMPORTANCE VS. PERCEPTION - U.S. M P O R T A N C E 3.5 2.5 1.5 fet/ Personal sa Interesting and friendly local people 4 * Value for vacation money • • Public Museumsand art galleries© Beaches for swimming and sunning Opportunities to • increase knowledge Opportunities to escape from the ordinary Dutstanding scenery ■ ransportation i Shopping Budget accommodation Mountainous areas Inexpenfii ... restaur, • First class hotels . , ,. Oppo High quality restaurants • to be nts 9 ■tunities jarmg & •Nightlife and entertainment adverturesome Unique immigrant cultural groups • Fishing Hunting W Snow si 1 X Live theatre and concerts • •Resort areas Historical sites and buildings National parks & forests Amuse- ment or theme parks Fast food restaurants' Unique native cultural groups Outdoor activities such as hiking, climbing • Water sports % Casinos and gambling nng .5 PERCEPTION 1.5 * Importance rating came from Question 11 unlike all other items which came from Question 14. Since Question 11 used a different scale, the position of this point is not strictly speaking comparable and is provided for information purposes only. Pleasure Travel Markets to North America -Venezuela 1990 72- 4.3 Most appealing feature of Canada as a vacation destination Respondents who had ever traveled to Canada were asked what one thing about it would make them recommend it as a vacation destination. This was an open ended question and respondents' answers were grouped into several different categories. This question was not asked regarding the U.S. The most frequent mention was specific locations (50%) with most of the remaining mentions relating to landscape and climate (38%). (Reference: Exhibit 43) EXHIBIT 43 MOST APPEALING FEATURE OF CANADA AS A VACATION DESTINATION Total respondents ever visited Canada (100%) Specific locations Landscape/climate Amenities Other miscellaneous mentions Other Total 178 % 50 38 16 14 5 Pleasure Travel Markets to North America -Venezuela 1990 73 5. SEGMENTATION OVERVIEW One of the main objectives of this study was to segment* the target travel market on an attitudinal, motivational and product wants/needs basis. This was necessary to achieve a better understanding of international travelers so that sound information, beyond demographics and behavioural characteristics, could be gathered for marketing purposes. A total of three separate segmentation analyses were performed for this study, each relating to a different series of attributes as follows: Travel philosophy segmentation Benefit segmentation Product 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. 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. Based on the importance ratings of 54 different activities, features, and amenities that are important in the selection of a vacation destination. The main benefit of any segmentation analysis is that segments with like characteristics are identified, so that from a marketing standpoint it becomes possible to appeal to the actual needs and wants associated with each segment. In other words, since each segment is looking for different things, a different marketing strategy is appropriate and can be developed for each one. The segmentation was accomplished using a K-means cluster analysis which is a multivariate statistical analysis technique that divides the market into groups or clusters of respondents sharing similar profiles. The clusters are developed so that respondents within a given segment are as similar as possible to each other, while respondents in different segments are as different as possible from each other. Segmentation, or cluster, analysis is typically performed on respondent ratings on a series of statement or attribute items presented to them. Accordingly, each respondent has a profile as revealed by their response to the various ratings items. Since it is a multivariate technique, cluster analysis simultaneously considers each respondent's ratings of each item (i.e. each respondent's overall pattern of response) in assigning that respondent to a particular cluster group or segment. Pleasure Travel Markets to North America - Venezuela 1990 -74- Furthermore, it is usual for the segments to range from high to low marketing potential, so that the main effort can be directed towards the high potential segments as a means of increasing the overall efficiency of marketing activity. The key advantages of performing three separate segmentations as done in this study are: 1. It provides three different views of the thought processes of international travelers. 2. It becomes possible to cross-profile one set of segment solutions with each of the other two sets. With respect to this latter point, a standard procedure in any segmentation analysis is to profile the resulting segments in terms of key demographic and behavioural data as a means of better understanding each particular group. Cross-profiling against the other sets of segment solutions gives further insight regarding the make-up of each group and enables better strategic planning for marketing development and policy purposes. For the purposes of this report, the product segments form the marketing framework on which the analysis is based. These segments describe what products travelers from different countries want. They are therefore the most useful in indicating which products Canada and the U.S. should develop and market to appeal to their tastes. The other two segment approaches, travel philosophy and benefit, are also useful in their own right, and in this report they are used to profile the travelers in each of the product segments. In other words, in the same way that variables such as sex and age can be used to describe the product segments demographically, so too can travel philosophy and benefit segments be used to describe the product segments attitudinally. It should be emphasized that this approach is only one of several that are possible. For example, some readers might begin with the benefit segments to form a marketing framework, and then use the travel philosophy and product segments as the profiling variables. This type of approach would be equally valid as the one used in this report, and potentially more useful for some other applications. It is important to point out that the segmentation analyses performed are obviously based on the respondents in the sample i.e. the target long haul travel market. As this target market represents about 20% of the total adult population of Venezuela (in the ABC social classes), it is a somewhat narrowly defined segment in itself. The analyses performed here are an attempt to further segment the long haul travel market, and the results should certainly not be extrapolated to the population of Venezuela as a whole. In the following sections of this report, an understanding of what each segment consists of is provided by presenting the statements for each segment with the highest and lowest deviations from the overall mean (for that particular statement). For example, if a segment had a mean rating of 3.5 on a specific statement and the total sample had a mean rating of 3.0, then the deviation from the overall mean for that statement would be + 0.5. These deviations show what tends to be important to a specific segment. Furthermore, deviations may show that a specific segment includes more than one type of interest. It should be noted that a high positive deviation does not necessarily mean that an attribute is important in an absolute sense, but rather that it distinguishes a particular segment in a relative sense. Similarly, an attribute of uniformly high importance to all groups would not appear as a differentiating variable in terms of deviations from the mean. The deviations therefore serve only to differentiate the segments on a relative basis. Pleasure Travel Markets to North America - Venezuela 1990 75 6. PRODUCT SEGMENTATION - 1 The product segments are examined in two sections of this report. The present section introduces the product segments and their differentiating features. In Section 9 they are discussed in terms of their inter-relationships with the travel philosophy and benefit segments, and the resulting implications to be drawn. 6.1 Overview This analysis was conducted based on the importance ratings given to a list of 54 activities, features and amenities that might be found at a vacation destination. Venezuelan travelers rated hygiene and cleanliness, opportunities to increase knowledge and personal safety (each at 3.9) as the most important product needs. Of almost equal importance were environmental concerns, and interesting and friendly local people (each at 3.8). Items such as golf and tennis (2.1), hunting (2.3), fishing (2.4), snow skiing (2.3), and campgrounds (2.3) were rated as least important. (Reference: Exhibit 46) Pleasure Travel Markets to North America -Venezuela 1990 76 6.2 Segments The analysis yielded four different product segments. EXHIBIT 44 PRODUCT SEGMENTS 1 Culture and Comfort (24%) Outdoors and Subcultures (19%) Sports and Entertainment (31%) Sun and Space (26%) *Based on total sample of 1,209 respondents. As noted earlier, these segments are best understood by examining the statements for each segment having the highest and lowest deviations from the overall mean for a statement. It should be remembered that these deviations provide a relative rather than an absolute comparison of the various segments. The following are brief descriptions of the product segments relative to each other: Sports and Entertainment traveler (31%) Sports and Entertainment travelers like to participate in a variety of sports such as golf and tennis, water sports and snow skiing -the specific activities depending on when and where they take their vacations. They also enjoy being entertained in the form of spectator sporting events, nightlife, gambling and amusement or theme parks. There is a hint of the high life sought after by this group in terms of various amenities desired. Pleasure Travel Markets to North America -Venezuela 1990 -77 Sun and Space traveler (26%) Outdoors and Subcultures traveler (19%) Culture and Comfort traveler (24%r Sun and Space travelers are very single-minded, compared to other travelers, in their wish for warm sunny weather and wide open spaces while on vacation. Outdoors and Subcultures travelers are into both native and immigrant cultural groups, with a marked preference for outdoor activities such as camping, hiking and climbing. These interests include some concern for saving money in the form of inexpensive restaurants and inexpensive travel within their destination. Culture and Comfort travelers are also driven by a desire to experience native and immigrant cultural groups, but within a highly developed vacation destination. High quality restaurants and first class hotels, as well as live theatre and museums or art galleries, are an essential part of the travel experience they seek. (Reference: Exhibit 47) Pleasure Travel Markets to North America - Venezuela 1990 78 In order to provide a visual representation of the differences among the product 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 in the discriminant map accounted for 81% 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 Outdoors and Subcultures segment appears in the far right part of the map associated with such attributes as "unique/different native cultural groups", "unique/different immigrant cultural groups", "outdoor activities", and "campgrounds and trailer parks". The Culture and Comfort segment appears close to the centre of the map associated with the same two "cultural group" attributes as the Outdoors and Subcultures segment, as well as "culture different from my own" and "interesting small towns/villages". The position of the Sun and Space group reflects its interest in "reliable weather", "warm sunny climate" and "wide open spaces". The Sports and Entertainment group in turn has an interest in sports such as "golf and tennis", as well as "nightlife and entertainment" and "casinos and gambling". (Reference: Exhibit 45) Pleasure Travel Markets to North America -Venezuela 1990 79- z < X HI Pa o zo Si a: is to u. (3 9^ UJE = -J 33 9< o^ HIS — _l 33 Z3 25 « 30 23 ^ 30 < a. Pleasure Travel Markets to North America - Venezuela 1990 -80 6.3 Segment profiles The following characteristics disproportionately describe each product segment: Sports and Entertainment traveler Sun and Space traveler - Demographics More likely than average to be: - male - younger (18-24 years) - single with children - living in Caracas - college/university educated - Travel behaviour More likely than average to have: - taken more pleasure trips in past 3 years - taken a package trip - rented a car in the U.S. - wanted to visit U.S. mainland Less likely than average to have: - stayed with friends and relatives or taken a VFR trip - Media More likely than average to read El Universal , Hola and Estampas - Demographics More likely than average to be: - female - older (55-64 years) - married - a homemaker - primary school educated - Travel behaviour More likely than average to have: - taken fewer pleasure trips in past 3 years - visited Europe in past 3 years - taken a longer long haul trip - traveled in the summer - used a travel agent - stayed with friends and relatives rather than book accommodation Less likely than average to have: - traveled to the U.S. in past 3 years Pleasure Travel Markets to North America -Venezuela 1990 81 - Outdoors and Subcultures traveler Culture and Comfort" traveler - Destinations of interest in Canada/U.S. More likely than average to be interested in: - visiting Quebec City - visiting Florida, specifically Miami Less likely than average to be interested in: - visiting California Demographics Resemble the total sample on all characteristics Travel behaviour More likely than average to have: - traveled by train in the U.S. - taken a non-package trip Media Less likely than average to read El Universal and more likely to read Geomundo - - Demographics More likely than average to be: - older (over 24 years) - married - in a professional/technical occupation - college/university educated - Travel behaviour Less likely than average to have: - traveled in the summer - traveled by plane in the U.S. - Media More likely than average to read El Nacional and Feriado (Reference: Exhibits 48 to 52) Pleasure Travel Markets to North America -Venezuela 1990 82 EXHIBIT 46 IMPORTANCE OF PRODUCT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents 1209 Hygiene and cleanliness 3.9 Opportunities to increase knowledge 3.9 Personal safety 3.9 Environmental quality of air, water and soil 3.8 Interesting and friendly local people 3.8 Outstanding scenery 3.7 Warm welcome for tourists 3.7 Culture different from my own 3.7 Manageable size to see 3.7 Wilderness and nature 3.7 Public transportation 3.6 Inexpensive travel m destination 3.6 Historic old cities 3.6 Wildlife or birds 3.6 Good shopping 3.5 Local cuisine 3.5 Lakes and rivers 3.5 Wide open spaces 3.5 Interesting smallertownsand villages 3.5 Museums and art galleries 3.5 Seaside 3.5 Reliable weather 3.4 Warm, sunny climate 3.4 Resort areas 3.4 Good beaches for swimming and sunning 3.4 Local crafts 3.4 Live theatre and concerts 3.4 Big modern cities 3.4 Pleasure Travel Markets to North America -Venezuela 1990 -83- EXHIBIT 46 (cont'd) IMPORTANCE OF PRODUCT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents 1209 Exotic atmosphere 3.3 Historical sites and buildings 3.3 Local festivals 3.3 Inexpensive restaurants 3.3 Budget accommodation 3.3 Amusement or theme parks 3.3 Fast food restaurants 3.3 Mountainous areas 3.3 First class hotels 3.2 Variety of short guided tours 3.1 Nightlife and entertainment 3.1 Cruises of one or more nights 3.1 High quality restaurants 3.1 Spectator sporting events 2.9 Unique immigrant cultural groups 2.9 Outdoor activities such as hiking, climbing 2.9 Unique native cultural groups (Eskimo, Amish, etc.) 2.9 Bed and breakfast 2.9 National parks and forests 2.6 Water sports 2.6 Casinos and gambling 2.5 Good fishing 2.4 Campgrounds and trailer parks 2.3 Snowskiing 2.3 Good hunting 2.3 Golf and tennis 2.1 Pleasure Travel Markets to North America - Venezuela 1990 84- EXHIBIT47 TRAVEL PRODUCT SEGMENTS SPORTS AND ENTERTAINMENT (31 %) Casinosand gambling Nightlife and entertainment Snow skiing Water sports Campgrounds and trailer parks Golf and tennis Deviation from overall statement mean + 0.8 + 0.7 + 0.6 + 0.6 + 0.5 + 0.5 Wilderness and undisturbed nature Museums/art galleries Local crafts/handiwork National parks/forests See wildlife/birds don't usually see Inexpensive travel within destination -0.2 -0.2 -0.2 -0.2 -0.2 -0.2 SUN AND SPACE (26%) Reliable weather Wide open spaces Warm, sunny climate + 0.4 + 0.2 + 0.2 Nightlife and entertainment Casinosand gambling Golf and tennis Campgrounds and trailer parks Unique and different immigrant cultural groups Unique and different native cultural groups Water sports Outdoor activities like hiking/climbing Snow skiing -0.5 -0.5 -0.6 -0.7 -0.7 -0.7 -0.7 -0.8 -0.8 Pleasure Travel Markets to North America -Venezuela 1990 -85- EXHIBIT 47 (cont'd) TRAVEL PRODUCT SEGMENTS OUTDOORS AND SUBCULTURES (19%) Campgrounds and trailer parks Unique and different native cultural groups Unique and different immigrant cultural groups Inexpensive restaurants Outdoor activities Nightlife and entertainment Cruises of one or more nights Casinos and gambling First class hotels Budget accommodation CULTURE AND COMFORT (24% ) Unique and different native cultural groups Unique and different immigrant cultural groups High quality restaurants Live theatre/concerts Historical/mil itary/archeological sites Casinos and gambling Warm sunny climate Seaside Good beaches for swimming and sunning Deviation from overall statement mean + 0.4 + 0.4 + 0.3 + 0.3 + 0.3 -0.3 -0.3 -0.4 -0.7 -0.8 + 0.5 + 0.5 + 0.4 + 0.3 + 0.3 -0.3 -0.3 -0.4 -0.5 Pleasure Travel Markets to North America - Venezuela 1990 86 EXHIBIT 48 PRODUCT SEGMENTS - DEMOGRAPHICS S| I PRODUCT SEGMENT Dorts Outdoors < and Sun and Culture Enter- and Sub- and Total tainment Space cultures Comfort Total respondents (100%) 1209 375 306 223 291 % % % % % Sex Male 50 | 57 1 42 51 50 Female 50 43 58 49 50 Age 18- 24 years 27 47 | <5> 32 CB> 25 - 34 years 23 26 17 26 24 35 -44 years 19 16 21 17 23 45- 54 years 13 6 19 12 17 55 - 64 years 10 4 | 20 9 11 65 years or over 7 2 12 6 10 Marital status Single 40 58 21 44 31 Married 50 36 | 62 i 48 |56| Living together 1 2 2 * 2 Divorced/separated/widowed 6 4 6 6 9 Other 4 1 9 2 3 Occupation Owner/self employed 1 2 2 1 1 Manager/executive 1 1 1 2 2 Professional/technical 36 34 30 38 | 43 | Clerical/sales 17 16 22 15 14 Skilled worker 2 2 1 3 4 Unskilled worker 2 . 1 4 3 3 Student 20 35 | CD 22 12 Retired 3 1 5 3 5 Housewife 17 9 | 29 14 18 Reqion Caracas 60 67 | 59 55 55 Valencia 12 10 10 14 15 Maracaibo 11 10 12 12 12 Barquisimento 6 5 8 8 6 Maracay 5 4 6 7 5 San Cristobal 4 5 4 4 4 Puerto La Cruz/Barcelona 2 * 2 2 3 * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America -Venezuela 1990 87- EXHIBIT 48 (cont'd) PRODUCT SEGMENTS - DEMOGRAPHICS PRODUCT SEGMENT Total respondents (100%) Education Some/completed primary school Some/completed middle school Some/completed technical school Some/completed college/university Life cycle Living alone Living with one adult Single with children Couple with children Other Living arrangement Live alone Living with children Living without children Mean no. of adults 18 years or over in household - Whether any children under 18 years in household Yes No Monthly family income in Bolivares Under 20.000,00 Bs 20.001,00-40.000,00 Bs 40.001,00- 60.000,00 Bs 60.001,00- 100.000,00 Bs 100.001,00- 150.000,00 Bs 150.001,00- 200.000,00 Bs More than 200.000,00 Bs Mean (Bolivares) Sports Outdoors and Sun and Ci ilture Enter and Sub- 3nd Total tainment Space cultures Comfort 1209 375 306 223 291 % % % % % 7 2 m 6 6 24 21 29 23 20 13 14 12 15 12 56 62 ® 56 63 4 5 5 2 4 11 7 14 11 11 19 28 12 19 16 34 29 38 33 36 32 30 31 35 33 4 5 5 2 4 54 57 53 52 52 42 38 42 46 44 3.3 3.3 3.1 3.3 3.4 54 57 53 52 52 46 • 43 47 48 48 15 14 17 17 15 36 31 38 38 36 23 23 23 24 21 17 20 13 16 19 5 6 6 4 5 3 4 2 1 3 2 3 2 1 * 51.890 57.680 49.450 47.000 51.480 * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 -88 EXHIBIT 49 PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total respondents (100%) Mean no. of 4+ night pleasure trips in past 3 years Destinations visited by plane in past 3 years * Short haul - Venezuela - Within Map "A" Long haul Destinations visited on two most recent long haul trip ** U.S. total (unduplicated mentions) Mainland U.S. Hawaii/Guam/Samoa Europe West Indies/Caribbean South America Mexico Canada Other Total Sports and Enter- tainment 375 % Sun and Space 306 % Outdoors and Sub- cultures 223 % Culture and Comfort 1209 % 291 % 5.8 6.4 (4jt ) 5J SA 34 12 89 39 16 87 33 13 91 29 15 88 32 6 91 (52) 52 (57) 57 (44) (46) 46 (56) 56 26 8 5 4 3 19 12 5 3 3 I 35 | 5 8 4 1 26 8 7 6 4 27 6 2 4 4 Based on 943 respondents who had actually taken at least one such trip Based on 1,183 such trips taken by respondents Note: Boxed and circled numbers represent those referred to in the main text. ** Pleasure Travel Markets to North America -Venezuela 1990 89 EXHIBIT 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total respondents (100%) One long haul destination most like to visit Europe Total U.S. (unduplicated mentions) U.S. mainland Hawaii/Guam/Samoa Mexico Far East/Asia South America Canada West Indies/Caribbean Africa Near/Middle East Australia/New Zealand Sports Outdoors and Sun and Culture Enter- and Sub- and Total tainment 375 Space 306 cultures 223 Comfort 1209 291 % % % % % 46 41 50 46 49 (23) (29) (18) (22) (19) 21 28 17 21 18 2 2 1 1 2 8 6 10 8 8 7 7 5 8 10 6 4 8 7 6 4 4 4 5 3 3 4 2 3 1 2 1 2 1 2 1 1 1 * 2 1 2 1 1 * * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 90 EXHIBIT 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total respondents took long haul trip (100%) Mean no. of nights away on trip Season trip was taken Winter Spring Summer Fall Type of trip (two most recent) * Visit friends and relatives Touring trip Combined business and pleasure Resort Exhibition/special event/theme park City trip Other Total Sports and Enter- tainment Sun and Space Outdoors and Sub- cultures Culture and Comfort 838 254 218 153 204 % % 19.8 21 % % 25.8 27 % 23.7 30.3 21.5 23 22 23 13 11 12 11 17 40 25 42 25 48 18 34 28 (32) 28 41 33 03) 37 40 32 44 33 40 32 16 19 17 14 17 4 6 3 2 3 3 3 3 6 3 2 2 4 1 4 People traveled with Traveled alone Wife/husband/girl friend/boy friend Other relatives Child(ren) Father/mother Friends Organized group/club/etc. Business associates/colleagues Mean no. of people in travel party Mean no. of children under 18 in travel party 38 37 41 33 38 24 18 28 23 28 22 24 20 22 20 14 13 16 17 13 11 18 7 11 7 6 6 3 9 8 2 2 1 3 2 1 1 - 1 3 2.5 2.7 2.2 2.6 2.6 0.4 0.5 0.4 0.6 0.3 * Based on 1,185 tripstaken Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 91 - EXHIBIT 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS SEGM PRODUCT! ENT Sports Oi jtdoors and Sun and Culture Enter- and Sub- and Total tainment Space cultures Comfort Total respondents took long haul trip (100%) 838 254 218 153 204 % % % % % Sources of information used in planninq Travel agent 66 68 |73l 63 60 Friends/family 31 32 33 34 28 Airline 18 18 17 18 18 Brochures/pamphlets 8 10 6 7 9 Embassy/consulate 6 4 4 11 8 Newspaper/magazine articles 5 5 2 5 6 Advertisements 3 2 5 3 3 Tour operator/company 2 3 3 3 Clubs/associations 2 2 1 3 Government tourism office/board 2 2 1 3 Books/library 1 * - 4 Other 2 2 2 4 V Packaqe trip (16) 15 (14) 12 (9) 9 Yes (21) (16) Accommodation 21 14 Flight 15 20 14 9 15 Guided tour 8 9 7 4 9 Rented car 5 8 3 1 4 Flight/accommodation 5 7 5 5 4 Flight/accommodation/guided tou 5 6 5 3 5 Flight/accommodation/rented car 2 4 2 - 1 Flight/accommodation/rented car/ guided tour 2 3 1 . 1 3 Flight/guided tour 1 - 1 - 1 Other package combinations 1 (84) 1 (79) 1 (86) - 2 No (91) (84) Where booked (total mentions) Travel agent 79 82 77 78 79 Stayed with friends/relatives 56 ® |66| 62 53 Airline 21 17 22 22 22 Direct with hotel etc. 16 18 15 12 17 No advance booking 3 4 2 5 3 Other 1 1 1 2 2 * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 92 EXHIBIT 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total respondents took long haul trip (100%) Number of months before leaving - decided on destination 1 month or less Over 1 month - 2 months Over 2 months - 3 months Over 3 months - 4 months Over 4 months - 5 months Over 5 months - 6 months Over 6 months Mean Sports Outdoors and Sun and Culture Enter- and Sub- and Total tainment 254 Space 218 cultures 153 Comfort 838 204 % % % % % 50 51 45 55 49 15 17 17 11 13 10 10 11 6 12 4 4 4 4 3 2 3 3 1 2 8 6 7 11 7 12 9 13 13 13 2.8 2.5 3.0 2.9 2.9 Number of months before leaving -trip was booked i month or less Over \ month - 1 month Over 1 month - 2 months Over 2 months - 3 months Over 3 months - 4 months Over 4 months - 6 months Over 6 months Mean 43 46 43 38 41 30 27 32 32 32 11 11 11 13 9 7 6 7 6 8 2 4 1 2 2 2 2 3 4 2 1 2 1 1 1 1.0 1.1 1.0 1.1 1.0 Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America -Venezuela 1990 93 EXHIBIT 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS EGMENT PRODUCTS Sports Outdoors and Sun and Culture Enter- and Sub- and Total tainment Space cultures Comfort Total trips to U.S. taken by respondents (100%) 609 % 210 % 128 % 98 % 162 % Mode of transportation used within U.S. Plane 48 51 42 52 (42) Private car 44 41 49 47 49 Rented car 36 I 44 I 31 35 31 Public transportation (within cities) 28 25 30 26 30 Bus (between cities) 14 16 14 13 14 Train 10 11 7 18 7 Boat 1 1 1 1 1 Other 2 1 2 5 2 Total trips to Canada taken by respondents (100%) 37 + % Mode of transportation used within Canada Private car 43 Public transportation (within cities) 41 Bus (between cities) 30 Plane 27 Train 19 Rented car 16 Other 5 11 + + 4 + + 8+ + 12+ + + Small base size + + Data omitted due to small base size Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 -94 EXHIBIT 50 PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA PRODUCT SEGMENT Total respondents (100%) Provinces and Territories Newfoundland/Labrador P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Montreal Toronto Quebec City Ottawa Niagara Falls Vancouver Calgary Victoria Regina Winnipeg Sports Outdoors and Sun and Culture Enter- < and Sub- and Total tainment Space 375 306 cultures 223 Comfort 1209 291 % % % % % 7 7 6 9 8 * * - 1 * 3 3 1 4 3 1 1 1 1 1 81 81 85 84 79 82 83 86 77 81 6 8 6 5 5 4 4 3 4 4 17 20 16 14 16 18 17 16 21 21 10 10 9 13 9 3 3 * 3 5 63 67 65 64 58 48 51 52 45 46 35 30 40 34 35 26 29 22 25 25 21 17 23 24 21 12 11 11 15 13 8 11 7 9 7 3 3 2 3 4 3 3 2 3 3 2 2 1 1 1 * Less than 0.5% Note: Boxed numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 -95- EXHIBIT 51 PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING -U.S. PRODUCT SEGMENT Total respondents (100%) Top States Florida California New York Texas Washington D.C. Nevada Massachusetts Colorado Louisiana Illinois Washington Pennsylvania Arizona 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 Sports Outdoors and Sun and Culture Enter- < and Sub- and Total tainment Space 375 306 cultures 223 Comfort 1209 291 % % % % % 51 48 58 49 48 48 49 <& > 53 50 46 46 43 49 48 20 22 19 17 19 14 15 14 10 15 12 14 13 9 10 10 12 10 9 8 7 5 6 8 8 6 4 8 4 7 6 5 6 6 5 6 4 8 5 5 5 5 5 4 5 5 5 4 5 4 61 59 68 62 58 62 64 58 64 62 11 13 10 11 9 5 4 2 7 6 29 30 30 23 32 15 15 13 17 16 19 20 20 16 21 14 15 17 14 11 Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 -96 EXHIBIT 51 (cont'd) PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S. PRODUCT SEGMENT Total Sports Outdoors and Sun and Culture Enter- and Sub- and tainment Space cultures Comfort Total respondents (100%) 1209 375 306 223 291 % % % % % 11 Census Divisions West North Central 7 7 6 4 10 East South Central 4 4 3 3 4 New England 11 13 10 11 9 Middle Atlantic 50 50 48 51 51 Middle Atlantic (excluding N.Y.) 6 7 8 5 6 East North Central 13 13 15 14 9 South Atlantic 64 62 I 70 I 62 59 South Atlantic (excluding Florida) 20 23 19 20 20 West South Central 26 27 28 22 27 Mountain 27 29 24 27 27 Pacific 52 53 47 57 54 Pacific (excluding California) 8 6 10 7 7 Pacific Islands 2 3 1 3 1 Atlantic Islands * * * - 1 Specific Destinations New York City 40 40 39 40 42 Miami 29 25 36 28 25 Los Angeles 16 20 15 15 14 San Francisco 10 10 10 11 12 Boston 9 11 8 9 7 Las Vegas 9 11 10 6 7 Orlando 8 9 10 8 7 Disneyworld 5 4 5 6 4 New Orleans 4 3 5 4 6 Houston 4 4 6 3 3 Chicago 4 3 5 6 3 * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 -97 EXHIBIT 52 PRODUCT SEGMENTS - MEDIA READERSHIP S PRODUCTSEGMENT ports Ou tdoors and Sun and Ci jlture Enter- and Sub- and Total tainment Space cu Itures Co mfort Total respondents (100%) 1209 375 306 223 291 % % % % % Top 5 daily newspapers v*-— ""-v El Universal 66 71 1 62 (S> 64 El Nacional 60 58 56 59 66 Diario De Caracas 36 40 30 37 39 El Mundo 14 14 14 13 16 Panorama 13 11 14 14 13 Top 5 weekly periodicals/maqazines Hola 25 30 22 28 22 Bohemia 21 19 22 22 19 Venezuela Grafica 16 16 14 16 18 Elite 15 16 14 15 16 Dinero 6 10 2 4 7 Top 5 monthly maqazines Buen Hogar 27 25 27 27 28 Vanidades 22 24 19 21 25 Selecciones 20 7 19 19 24 Hola 16 I 21 | 13 14 17 Geomundo 16 16 10 21 19 Top 5 newspaper supplements Estampas 61 66 64 56 56 Pandora 37 39 32 35 39 Feriado 22 20 17 25 28 Dominical 20 21 18 17 23 Magazine 12 15 11 12 12 Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 98 7. TRAVEL PHILOSOPHY SEGMENTATION 7.1 Overview The philosophy segmentation was based on a series of 25 statements relating to how people think about travel in an overall sense as well as how they prefer to travel. The statements took in a variety of issues ranging from making travel arrangements to preferences for different kinds of trips. Respondents were asked on a 4-point scale how much they agreed or disagreed with each statement in order to obtain an overall profile of their travel attitudes or philosophy. Before looking at the segmentation results themselves, it is worthwhile examining the general tendencies of Venezuelan long haul pleasure travelers based on their overall mean scores on the 4-point scale used. An important consideration for these travelers in general, was having arrangements made before leaving (3.8). They felt money on travel was money well spent (3.8), yet they felt that inexpensive travel to their destination (3.7) and value for vacation money (3.7) were important. They enjoyed making their own travel arrangements (3.6), as opposed to leaving the organizing to a co-traveler (2.2) or a travel agent (2.1), that arrangements were such a bother they would rather not travel (2.0). (Reference: Exhibit 55) Pleasure Travel Markets to North America -Venezuela 1990 -99 7.2 Segments The segmentation analysis yielded a total of four travel philosophy segments. EXHIBIT 53 TRAVEL PHILOSOPHY SEGMENTS* GUARDED PACKAGE (26%) AFFIRMED PACKAGE (25%) INDEPENDENT (23%) RELUCTANT (26%) Based on total sample of 1,209 respondents. The following are brief descriptions of the travel philosophy segments relative to each other: Independent traveler (23%) - Independent travelers enjoy making their own travel arrangements, especially as they go along. There is a note of conservatism in their travel plans in that they choose places they have seen before and like people to speak their language where they are on vacation. Pleasure Travel Markets to North America - Venezuela 1990 100- Guarded Package traveler (26%) - Guarded Package travelers find making travel arrangements can be a bother and therefore leave their travel plans to others to decide. They prefer guided tours, all-inclusive packages, vacation destinations they have seen before and people who speak their language. Travel is not a priority, however, in that they would rather spend money on other things and do not need to travel to enjoy their vacation. Affirmed Package traveler (25%) - Affirmed Package travelers like to travel and show a preference for package vacations, including guided tours and having a travel agent's assistance making plans. They choose vacation destinations they have heard of and like to visit a different place on each trip. Reluctant traveler (26%) - Reluctant travelers are least interested in travel, feeling as they do that they need not travel to enjoy themselves or spend a lot of money while on vacation. (Reference: Exhibit 56) Pleasure Travel Markets to North America - Venezuela 1990 -101 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 84% of the variance 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. Towards the left side of the map is the Affirmed Package group strongly associated with the attributes "usually buy vacation packages", "usually travel on all-inclusive packages" and "usually use travel agent to decide place". The Guarded Package group is located in the top right portion of the map and closely associated with "prefer others to do organizing" and "travel arrangements are such a bother". The Reluctant group towards the bottom of the map feel that they "don't have to travel to enjoy vacation", that they "don't have to spend a lot of money" and would "rather spend money on things besides travel". Also at the bottom of the map is the Independent group, who "enjoy making own arrangements", "usually choose places been before" and feel that "money spent on travel is well spent". (Reference: Exhibit 54) Pleasure Travel Markets to North America - Venezuela 1990 102 - m to LU CL O o > < DC h- cc O u_ CL < u >°S JB'-P 3 43 35 12 8 11 17 14 89 89 92 82 93 52) (47) (46) (54) (59) 52 47 46 54 59 26 30 31 20 23 8 7 8 13 6 5 6 6 4 5 4 6 3 4 4 3 3 3 4 3 Based on 943 respondents who had actually taken at least one such trip ** Based on 1,183 such trips taken by respondents Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 112 EXHIBIT 58 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Indepen- Guarded Affirmed Total dent Packaqe Packaqe Reluctant Total respondents (100%) 1209 284 310 303 309 % % % % % One lonq haul destination most like to visit Europe 46 48 46 41 48 Total U.S. (unduplicated mentions) (23) (24) (23) (23) (20) Mainland U.S. . 21 22 22 22 18 Hawaii/Guam/Samoa 2 2 1 1 2 Mexico 8 7 8 11 4 Far East/Asia 7 5 5 9 11 South America 6 7 5 5 7 Canada 4 5 4 3 3 West Indies/Caribbean 3 1 4 4 3 Africa 2 1 2 1 2 Near/Middle East 1 1 1 2 1 Australia/New Zealand 1 1 1 1 3 Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 113 EXHIBIT 58 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Total respondents took long haul trip (100%) Mean no. of nights away on trip Season trip was taken Winter Spring Summer Fall Type of trip (two most recent) ** Visit friends and relatives Touring trip Combined business and pleasure Resort Exhibition/special event/theme park City Other ndepe n- Guarded Affirmed Total dent Packaqe Packaqe Reluctant 838 201 218 182 234 % % % 26.7 22 % 15.6 22 % 23.7 28.8 23.3 23 24 24 13 13 17 8 12 40 42 38 44 37 25 22 23 26 28 41 48 44 <5£ 42 33 C2£ 32 46 34 16 16 16 15 17 4 6 4 4 4 3 2 3 6 2 2 3 1 4 2 People traveled with Traveled alone Wife/husband/girl friend/boy friend Other relatives Child(ren) Father/mother Friends Organized group/club/etc. Business associates/colleagues Mean no. of people in travel party Mean no. of children under 18 in travel party 2.5 0.4 38 33 [45] QD 43 24 25 21 26 24 22 23 19 25 19 14 m 11 14 13 11 10 10 14 10 6 7 3 9 7 2 1 1 4 1 1 1 2 2 - 2.6 0.5 2.3 0.4 3.1 0.5 2.3 0.3 * Less than 0.5% " Based on 1,185 tripstaken Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 114- EXHIBIT 58 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Total respondents took long haul trip (100%) Sources of information used in planning Travel agent Friends/family Airline Brochures/pamphlets Embassy/consulate Newspaper/magazine articles Advertisements Tour operator/company Clubs/associations Government tourism office/board Books/library Other Package trip Yes Accommodation Flight Guided tour Rented car Flight/accommodation Flight/accommodation/guided tour Flight/accommodation/rented car Flight/accommodation/guided tour/rented car Flight/guided tour Other package combinations No Where booked (total mentions) Travel agent Stayed with friends/relatives Airline Direct with hotel etc. No advance booking Other * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. In depei i- Guarded Affirmed Total dent Packaqe Packaqe Reluctant 838 201 218 182 234 % % % % % 66 69 60 I 77 | 61 31 28 27 30 I 39 | 18 18 19 14 18 8 4 8 12 8 6 6 5 7 8 5 3 4 9 3 3 3 2 4 2 2 3 2 4 1 2 2 2 2 2 2 1 2 3 2 1 2 1 2 1 2 1 (7) 6 2 (17) 16 3 2 (16) (39) (4) 15 37 4 15 7 16 38 4 8 3 8 22 * 5 2 6 12 1 5 3 6 10 3 5 2 5 16 * 2 1 3 4 * 2 1 2 6 _ 1 1 1 1 - 1 1 1 (83) 76 2 (61) I 89 | * (84) (94) (96) 79 79 74 56 I 68 I 56 C35^ 62 21 20 22 12 25 16 19 14 10 20 3 3 4 2 5 1 2 2 1 2 Pleasure Travel Marketsto North America - Venezuela 1990 115 EXHIBIT 58 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Total respondents took long haul trip (100%) Number of months before l eaving -decided on destination 1 month or less Over 1 month - 2 months Over 2 months - 3 months Over 3 months - 4 months Over 4 months - 5 months Over 5 months - 6 months Over 6 months Mean Number of months before leaving - trip was booked - 4- month or less Over \ month - 1 month Over 1 month - 2 months Over 2 months - 3 months Over 3 months - 4 months Over 4 months - 6 months Over 6 months Mean Indepen- Guarded Affirmed Total dent Packaqe Packaqe Reluctant 838 201 218 182 234 % % % % % 50 43 56 47 53 15 17 16 13 12 10 12 9 12 9 4 2 4 6 4 2 3 1 1 4 8 10 4 8 9 12 15 11 (53) 13 2.9 9 2.8 3.2 2.6 43 43 43 39 45 30 31 33 30 27 11 11 11 12 10 7 7 5 8 6 2 2 2 4 2 3 3 2 2 4 1 2 1 1 1 1.0 1.0 1.0 1.1 1.1 Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 116 EXHIBIT 58 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Total trips to U.S. taken by respondents (100%) Mode of transportation used within U.S. Plane Private car Rented car Public transportation (within cities) Bus (between cities) Train Boat Other Total trips to Canada taken by respondents (100%) Mode of transportation used within Canada Private car Public transportation (within cities) Bus (between cities) Plane Train Rented car Other Indepen- Guarded Affirmed Total dent Packaqe Packaqe Reluctant 609 132 147 131 199 % % % % % 48 50 52 51 41 44 43 42 39 50 36 38 (29) 36 41 28 26 30 35 23 14 13 12 21 11 10 12 9 8 12 1 1 1 2 1 2 2 2 2 1 37 + 9+ + 8+ + 9 + + 9+ + % 43 41 30 27 19 16 Small base size Data omitted due to small base size Note: Boxed and circled numbers represent those referred to in the main text. + + + Pleasure Travel Markets to North America -Venezuela 1990 117- EXHIBIT59 TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA TRAVEL PHILOSOPHY SEGMENT Indepen- Guarded Affirmed Total dent Packaqe Packaqe Reluctant Total respondents (100%) 1209 284 310 303 309 % % % % % Provinces and Territories Newfoundland/Labrador 7 7 6 9 7 P.E.I. * * - * * Nova Scotia 3 5 2 2 3 New Brunswick 1 2 * - 2 Quebec 81 82 81 80 82 Ontario 82 82 83 85 80 Manitoba 6 6 6 5 7 Saskatchewan 4 3 5 3 5 Alberta 17 15 22 14 17 British Columbia 18 21 17 17 18 Yukon 10 9 11 10 11 Northwest Territories 3 1 3 5 3 Specific Destinations Montreal 63 64 61 67 61 Toronto 48 I 54 l 44 48 47 Quebec City 35 37 37 @> 36 Ottawa 26 23 31 27 23 Niagara Falls 21 19 19 24 21 Vancouver 12 14 10 13 12 Calgary 8 9 9 8 9 Victoria 3 2 3 3 3 Regina 3 3 4 2 3 Winnipeg 2 1 2 1 2 * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 - 118 EXHIBIT 60 TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S. TRAVEL PHILOSOPHY SEGMENT Indepen- Guarded Affirmed Total dent Packaqe Packaqe Reluctant Total respondents (100%) 1209 284 310 303 309 % % % % % Top States Florida 51 52 56 47 48 California 48 50 45 48 48 New York 46 44 46 51 45 Texas 20 20 21 19 19 Washington D.C. 14 12 14 13 15 Nevada 12 12 12 13 11 Massachusetts 10 9 8 9 13 Colorado 7 8 5 5 10 Louisiana 6 7 5 5 6 Illinois 6 5 6 7 4 Washington 6 6 5 7 4 Pennsylvania 5 5 3 6 6 Arizona 5 5 5 6 3 8 Travel Reqions Travel South 61 63 66 58 58 Visit U.S. West 62 65 59 65 59 New England 11 10 9 10 13 Old West Trail Foundation 5 3 6 5 6 America's Heartland 29 32 31 28 27 Foremost West 15 16 14 14 18 George Washington Country 19 18 19 19 22 Great Lakes 14 12 15 16 13 Pleasure Travel Markets to North America - Venezuela 1990 119 EXHIBIT 60 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S. TRAVEL PHILOSOPHY SEGMENT Indepen- Guarded Affirmed Total dent Packaqe Packaqe Reluctant Total respondents (100%) 1209 284 310 303 309 % % % % % 11 Census Divisions West North Central 7 8 9 8 4 East South Central 4 5 4 2 2 New England 11 10 9 10 13 Middle Atlantic 50 47 48 55 50 Middle Atlantic (excluding N.Y.) 6 7 5 7 7 East North Central 13 11 13 15 13 South Atlantic 64 65 68 60 61 South Atlantic (excluding Florida) 20 21 20 19 21 West South Central 26 27 27 24 26 Mountain 27 26 28 27 27 Pacific 52 55 49 54 52 Pacific (excluding California) 8 8 6 9 7 Pacific Islands 2 2 2 1 4 Atlantic Islands * * * * * Specific Destinations New York City 40 39 40 45 38 Miami 29 29 35 23 27 Los Angeles 16 16 18 16 15 San Francisco 10 10 11 8 13 Boston 9 8 8 8 11 Las Vegas - 9 7 9 10 8 Orlando 8 5 9 12 7 Disneyworld 5 7 5 4 4 New Orleans 4 5 4 3 5 Houston 4 3 6 4 5 Chicago 4 4 5 4 3 Less than 0.5% Pleasure Travel Markets to North America - Venezuela 1990 -120 EXHIBIT 61 TRAVEL PHILOSOPHY SEGMENTS MEDIA READERSHIP TRAVEL PHILOSOPHY SEGMENT Total respondents (100%) Top 5 daily newspapers El Universal El Nacional Diario De Caracas El Mundo Panorama Top 5 weekly periodicals/magazines Hola Bohemia Venezuela Grafica Elite Dinero Top 5 monthly magazines Buen Hogar Vanidades Selecciones Hola Geomundo Top 5 newspaper supplements Estampas Pandora Feriado Dominical Magazine Indepen- Guarded Af1 c irm< ?d Total dent Packaqe Pa ckac ie Reluctant 1209 284 310 : 303 309 % % % % % 65 65 66 64 64 60 58 54 66 61 36 38 31 43 35 14 14 15 13 14 13 8 14 15 13 25 26 19 33 23 21 26 19 27 11 16 17 17 18 12 15 15 16 20 10 6 5 6 6 7 27 24 25 38 19 22 22 23 26 | 18 20 21 17 21 20 16 14 16 17 18 16 17 14 17 15 61 63 57 68 57 37 34 36 | 42 | 33 22 19 17 26 26 20 22 21 24 14 12 16 12 12 9 Note: Boxed numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 121 8. BENEFIT SEGMENTATION 8.1 Overview This segmentation was based on the importance ratings given to a series of 30 items relating to reasons why people might want to go on a vacation, and to experiences sought. According to respondents, the main benefit they sought when traveling was simply to have fun and be entertained (3.9). In terms of other important benefits, respondents gave high ratings to attributes related to expanding their horizons. These attributes included learning new things and increasing their knowledge (3.9), seeing and experiencing a foreign destination (3.8), seeing as much as possible in the time available (3.8), escaping from the ordinary (3.8), finding thrills and excitement (3.8), and experiencing new and different lifestyles (3.7). Other important benefits for travelers were being physically active (3.8), feeling at home away from home (3.7), and getting a change from a busy job (3.7). Traveling to places where they feel safe and secure was as important as visiting historical places (3.7). Travelers generally had little interest in doing nothing atall (1.5) or in "roughing it" (2.4). (Reference: Exhibit 64) Pleasure Travel Markets to North America - Venezuela 1990 122 8.2 Segments A total of four benefit segments were identified in the analysis. EXHIBIT 62 BENEFIT SEGMENTS* COMFORT AND SPORTS (22%) SPORTS AND ADVENTURE (24%) ADVENTURE (17%) FAMILY (19%) LUXURY (18%) Based on total sample of 1,209 respondents. The following are brief descriptions of the benefit segments relative to each other: Comfort and Sports traveler (22%) Adventure traveler (17%) Comfort and Sports travelers say that not being deprived of city comforts is important to them, as is indulging in luxury, by which it appears they want to enhance their feelings of comfort while on vacation. Of equal importance to comfort is participating in, or watching, sports. Adventure travelers are distinguished from other travelers by their interest in being relatively more daring and adventuresome. Pleasure Travel Markets to North America - Venezuela 1990 123 Family traveler (19%) - Family travelers see travel as a chance primarily to be with family and friends while on vacation, preferably in places where their family came from. Luxury traveler (18%) - Luxury travelers place a great deal of emphasis on luxury and other status or prestige elements such as going where their friends have not been and then talking about it when they return. Sports and Adventure traveler (24%) - Sports and Adventure travelers are similar to the first two groups, but with less of an emphasis on comfort and more of an accent on sporting activities and the daring or adventuresome. There is also an element of status or prestige associated with this group. (Reference: Exhibit 65) Pleasure Travel Markets to North America - Venezuela 1990 -124- A visual summary of the differences among the segments was again produced on a discriminant map. The two dimensions shown on the map accounted for 72% 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. It is also worth noting that this amount of variance leaves more unexplained in two dimensions than the other discriminant maps left unexplained. A third dimension visualized going into and through the page would help to separate some of the things in this map that look close together although they do not belong together according to the results of the multi- dimensional segmentation performed on these data. An example would be the proximity between Family and Luxury segments, which are distinguished from each other more along a third dimension than can be seen from their appearance on the flat surface of the page. As it is, the Family group is located in the far left lower corner of the map. The factors with which this group is associated are the same in two dimensions as the Luxury group, located slightly higher and to the right. Both groups appear to be mainly associated with "safe/secure travel", and visiting "friends/relatives" or "places family came from". On the opposite side of the map the Sports and Adventure, and Comfort and Sports groups are positioned closely together. "Indulging in luxury", "sports spectating" and "sports participation" are the most closely associated items for these two groups. The Adventure group, positioned in the bottom right-hand corner, is associated with "being daring and adventuresome" on the one hand and "finding thrills and excitement" and "experiencing new and different lifestyles" on the other. (Reference: Exhibit 63) Pleasure Travel Markets to North America - Venezuela 1990 -125 id to LU m O U- < u > Q < >- < Pleasure Travel Markets to North America -Venezuela 1990 126 8.3 Segment profiles The following characteristics disproportionately describe each segment: Comfort and Sports traveler - Demographies More likely than average to be - male - younger (18-24 years) - single - lower income - Travel behaviour Adventure traveler Family traveler More likely than average to have: - decided on their destination closer to leaving - Media More likely than average to read Dominical - Demographics More likely than average to be: - aged 25 to 44 years - in a professional/technical occupation - college/university educated - in a household with children - upper income - Travel behaviour More likely than average to have: - taken a touring type of trip - traveled with friends - rented a car but not used a private car in the U.S. - Media More likely than average to read El Nacional , Diario de Caracas and Feriado - Demographics More likely than average to be: - older (45 years or over) - married - a homemaker or retired - primary school educated - lower income Pleasure Travel Markets to North America - Venezuela 1990 -127 Luxury traveler Sports and Adventure traveler Travel behaviour More likely than average to have: - taken fewer short haul trips in past 3 years - visited Europe in past 3 years - taken a longer long haul trip - stayed with friends and relatives or taken a VFR trip - traveled alone - used a travel agent for information in planning - used a private car but not rented a car in the U.S. Destinations of interest in Canada/U.S. More likely than average to be interested in : - visiting Miami - Demographics More likely than average to be: - female - older (55 years or over) - a homemaker Less likely than average to be: - single - in a household with children - Travel behaviour More likely than average to have: - traveled with spouse or girlfriend/boyfriend - Demographics More likely than average to be: - male - younger (18 - 24 years) - single - a student - Travel behaviour More likely than average to have: - taken more short haul trips in past 3 years - Destinations of interest in Canada/U.S. More likely than average to be interested in : - visiting Texas Also more likely than average for mainland U.S. to be the one long haul destination most interested in visiting (Reference: Exhibits 66 to 70) Pleasure Travel Markets to North America - Venezuela 1990 128 8.4 Implications Comfort and Sports travelers are eager for both sports participation and spectating. This group made up of younger, single, lower income individuals are also looking for a bit of luxury and time set aside for doing nothing at all. This group did not identify any particular destination of interest in the U.S. or Canada. Adventure travelers, on the other hand, who distinguish themselves as needing to be daring and adventurous, are more likely to be university educated and work in professional or technical occupations. They, too, did not identify any specific travel destinations of interest. Family travelers identified Miami as being of particular interest to them as a vacation destination. A priority for this group is being with their family and friends. They are found to be older and married. Luxury travelers are very much into being indulged and enjoying the image of their trip. An older group, not single, they tend to travel with a mate. Young males, still in school, are typically Sports and Adventure travelers. Sports participation and spectating top their list of priorities, along with new and adventurous vacation destinations. Pleasure Travel Markets to North America - Venezuela 1990 129 EXHIBIT 64 IMPORTANCE OF BENEFIT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents 1209 Having fun/being entertained 3.9 Learning new things/increasing knowledge 3.9 Seeing and experiencing a foreign destination 3.8 Seeing as much as possible in the time available 3.8 Escaping from the ordinary 3.8 Finding thrills and excitement 3.8 Being physically active 3.8 Experiencing new and different lifestyles 3.7 Feeling at home away from home 3.7 Traveling to places feel safe and secure 3.7 Traveling through places important in history 3.7 Getting a change from a busy job 3.7 Trying new foods 3.6 Being together as a family 3.6 Meeting people with similar interests 3.6 Being free to act the way I feel 3.5 Visiting friends and relatives 3.5 Rediscovering myself 3.4 Reliving past good times 3.4 Visiting places family came from 3.4 Experiencing a simpler lifestyle 3.3 Talking about the trip after I return home 3.3 Being daring and adventuresome 3.2 Getting away from the demands of home 3.2 Going places friends haven't been 3.1 Watching sports events 2.9 Indulging in luxury 2.8 Participating in sports 2.7 Roughing it* 2.4 Doing nothing at all 1.5 In Spanish, this statement refers to being deprived of city comforts which is important only to those who want not to be deprived, i.e. "Comfort and Sports" travelers. Pleasure Travel Markets to North America - Venezuela 1990 - 130 EXHIBIT 65 TRAVEL BENEFIT SEGMENTS Deviation from overall statement mean + 0.9 + 0.7 + 0.6 + 0.6 + 0.5 + 0.4 + 0.2 COMFORT AND SPORTS (22%) Roughing it* Sports participation Sports spectating Indulging in luxury Doing nothing at all Going places friends haven't been Talking about trip after return home Getaway from demands at home -0.3 ADVENTURE (17%) Being daring and adventuresome +0.3 Safe/secure destination -0.4 Rediscovering myself -0.4 Family istogether -0.4 Meet people with similar interests -0.4 Sports participation -0.5 Indulging in luxury -0.5 Sports spectating -0.6 Visit friends/relatives -0.8 Visit places family came from -0.8 Talking about the trip after return home -1.1 Going places friends haven't been -1.1 FAMILY (19%) Visit friends/relatives +0.3 Family istogether +0.3 Visiting places my family came from + 0.3 Being free to act the way I feel -0.4 Going places friends haven't been -0.4 Participating in sports -0.5 Indulging in luxury -1.0 Being daring and adventuresome -1.2 In Spanish, this statement refers to being deprived of city comforts which is important only to those who want not to be deprived, i.e. "Comfort and Sports" travelers. Pleasure Travel Markets to North America -Venezuela 1990 - 131 - EXHIBIT 65 (cont'd) TRAVEL BENEFIT SEGMENTS Deviation from overall statement mean LUXURY (18%) Indulging in luxury +0.5 Going places friends haven't been + 0.4 Talking about trip after return home + 0.4 Sports participation -1.0 Sports spectating -1.0 SPORTS AND ADVENTURE (24% ) Sports participation +0.8 Sports spectating +0.7 Being daring and adventuresome +0.6 Going places friends haven't been + 0.4 Talking about trip after return home + 0.3 Rediscovering myself +0.3 Getaway from demands at home +0.3 Doing nothing at all -0.3 Roughing it* -0.6 In Spanish, this statement refers to being deprived of city comforts which is important only to those who want not to be deprived, i.e. "Comfort and Sports" travelers. Pleasure Travel Markets to North America - Venezuela 1990 -132 EXHIBIT 66 BENEFIT SEGMENTS - DEMOGRAPHICS BENEFITSEGMENT 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 Other Occupation Owner/self employed Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Student Retired Housewife Region Caracas Valencia Maracaibo Barquisimento Maracay San Cristobal Puerto La Cruz/Barcelona Sports Comfort and , and Adven- Adven- Total S| Dorts 1 267 ture Family Luxur 198 231 222 y ture 1209 289 % % % % % % 50 I 57 I 56 46 35 58 50 43 44 55 66 42 27 I 36 I 25 12 16 I 42 | 23 25 30 17 20 24 19 19 11 24 17 21 16 13 13 20 14 9 10 7 4 18 18 7 7 3 46 5 17 10 2 40 40 20 (2$ |56| 50 46 49 65 55 38 1 1 2 1 1 1 6 5 7 7 9 3 4 1 2 8 6 2 1 2 1 1 1 1 1 1 4 1 1 1 36 31 54 30 38 30 17 23 13 15 14 18 2 3 2 3 1 2 2 3 2 3 2 2 20 25 17 8 14 30 3 1 2 10 3 1 17 12 6 28 I 27 13 60 61 61 53 64 62 12 11 9 13 11 13 11 12 14 13 11 7 6 6 5 10 3 7 5 6 3 6 6 6 4 4 5 4 3 5 2 * 5 3 2 - * Less than 0.5% Note: Boxed and circled numbers represent those referred to in the main text. Pleasure Travel Markets to North America -Venezuela 1990 133 EXHIBIT 66 (cont'd) BENEFIT SEGMENTS - DEMOGRAPHICS BENEFIT SEGMENT Total respondents (100%) Education Some/completed primary school Some/completed middle school Some/completed technical school Some/completed college/ university Life cycle Living alone Living with one adult Single with children Couple with children Other Living arrangement Live alone Living with children Living without children Mean no. of adults 18 years or over in household - Whether any children under 18 years in household Yes No Monthly family income in Bolivares Under 20.000,00 6s 20.001,00- 40.000,00 Bs 40.001,00- 60.000,00 Bs 60.001,00- 100.000,00 Bs 100.001,00- 150.000,00 Bs 150.001,00- 200.000,00 Bs More than 200.000,00 Bs Mean (Bolivares) 56 Comfort and Adven Total Sports 267 ture 1209 198 % % % 7 2 3 24 24 16 13 19 8 Family Luxury 231 222 54 % 74 15 26 12 48 % 11 23 15 51 Sports and Adven- ture 289 % 5 28 11 57 4 5 4 3 7 2 11 10 8 13 17 7 19 21 20 10 17 27 34 34 1 40 I 37 30 28 32 30 29 37 29 35 4 5 4 3 7 2 54 55 I 60 I 50 orts 267 ture 198 Family 231 Luxury 222 ture 1209 289 % % % % % % 65 64 , $5. 57 67 69 60 59 L67J 55 63 56 36 39 I 44 30 37 33 14 14 16 15 13 14 13 14 15 13 12 9 25 27 25 21 28 26 21 22 13 21 20 24 16 18 10 17 14 19 15 16 12 16 13 17 6 8 7 5 3 7 27 29 19 26 32 25 22 27 17 22 25 19 20 18 23 22 21 15 16 20 16 13 21 13 16 20 16 13 14 15 61 61 63 57 65 62 37 38 42 30 35 38 22 20 28 24 21 19 20 26 13 18 22 20 12 14 8 11 10 16 Note: Boxed numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 144- 9. PRODUCT SEGMENTATION - II 9.1 Product segments vs. travel philosophy and benefit segments Further insight into the product segments can be obtained by profiling them with respect to the travel philosophy and benefit segments. This reveals that the product segments are more likely than average to be represented as follows: Sports and Entertainment Sun and Space Outdoors and Subcultures Culture and Comfort Travel philosophy Affirmed Package Independent Reluctant No particular segment EXHIBIT71 Benefit Comfort and Sports/ Sports and Adventure Family/Luxury Adventure No particular segment (Reference: Exhibit 71) PRODUCT SEGMENTS BY TRAVEL PHILOSOPHY AND BENEFIT SEGMENTS PRODUCT SEGMENT Total respondents (100%) Travel philosophy segment Independent Guarded Package . Affirmed Package Reluctant Benefit segment Comfort and Sports Adventure Family Luxury Sports and Adventure Sports Outdoors and Sun and Culture Enter- and Sub- and Total tainment Space cultures Comfort 1209 375 306 223 291 % % % % % 24 19 30 24 23 26 26 26 25 24 25 30 22 18 28 26 26 22 I 33 25 22 I 33 I 15 17 21 16 13 13 24 19 19 10 30 20 20 18 12 27 14 22 24 I 32 | 15 25 18 Note: Boxed numbers represent those referred to in the main text. Pleasure Travel Markets to North America - Venezuela 1990 145 9.2 Implications The marketing implications for each of the four product segments are discussed below in turn. Sports and Entertainment - This must be considered a promising segment, especially with their above average interest in visiting the United States. Both Canada and the U.S. are well able to provide the nature-related features that are required by this group and some of the cultural and comfort aspects as well. In marketing to this group it should be kept in mind that they tend to be young, males, single, and still at school. Package vacations geared towards sporting activities and entertainment in a comfortable surrounding ought to be attractive to such a group. Sun and Space - The travel product requirements for this qroup are clear - the seaside, open spaces, swimming and good weather. They also have an interest in luxury comforts such as first class hotels and high quality restaurants. While the U.S. is rated well for most of these items, Canada is at a distinct disadvantage. With average interest in visiting North America but less than average actual visits, an intensive marketing program could possibly attract this group away from Europe. Outdoors and Subcultures - Canada and the U.S. are both perceived to have the necessary outdoors resources and to a lesser extent the cultural aspects of a vacation that this group of travelers seek, although their interest in the U.S. and Canada is no more than average. While they are more likely than average to be in the Adventure benefit group, needing to be daring and adventurous, they are also associated with the Reluctant travel philosophy group. Perhaps their lack of enthusiasm for travel accounts for their consistently average attitude towards specific destinations. Because they prefer to choose destinations they have been to before and would rather spend money on other things besides travel, this group is a true marketing challenge. Culture and Comfort - Both countries are perceived to be somewhat better than average when it comes to first class hotels, fine dining, theatre, ' concerts, museums and art galleries. These, along with native and immigrant cultures, are what this Culture and Comfort group are seeking. With at least average interest in visiting North America, this sizable group of potential travelers give us few other indications as to their travel needs. Pleasure Travel Markets to North America - Venezuela 1990 APPENDIX I BASIC DATA Newspaper and magazine readership Demographics Pleasure Travel Markets to North America -Venezuela 1990 DAILY NEWSPAPERS READ OR LOOKED INTO REGULARLY (At least 3 of every 6 issues) Total respondents (100%) El Universal El Nacional Diariode Caracas El Mundo Panorama Ultimas Noticias Meridiano El Carabobeno 2001 The Daily Journal Total 1209 % 66 60 36 14 13 12 12 12 10 8 Other (duplicated count) Do not read newspapers 33 2 Pleasure Travel Markets to North America - Venezuela 1990 WEEKLY PERIODICALS/MAGAZINES READ OR LOOKED INTO REGULARLY (At least 2 of every 4 issues) Total Total respondents (100%) 1209 % Hola 25 Bohemia 21 Venezuela Grafica 16 Elite 15 Dinero 6 Indiscreta 6 Fama 5 Other 2 Do not read weekly periodicals/magazines 47 Pleasure Travel Markets to North America -Venezuela 1990 MONTHLY MAGAZINES READ OR LOOKED INTO REGULARLY (At least 2 of every 4 issues) Total Total respondents (100%) 1209 % Buen Hogar 27 Vanidades 22 Selecciones 20 Hola 16 Geomundo 16 Ideas 16 Mecanica Popular 14 Time 12 Cosmopolitan 11 Newsweek 9 Producto 8 Burda 7 Ronda 7 Venezuela Farandula 7 Zeta 7 Tu 7 Variedades 6 Gerente 6 Paginas 6 Kena 6 Vogue 6 Hombre de Mundo 6 Muy Interesante 4 Other (duplicated count) 32 Do not read monthly magazines 25 Pleasure Travel Markets to North America - Venezuela 1990 NEWSPAPER SUPPLEMENTS READ OR LOOKED INTO REGULARLY (At least 2 of every 4 issues) Total Total respondents (100%) 1209 % Estampas 61 Pandora 37 Feriado 22 Dominical 20 Magazine 12 Meridianito 8 Sintesis 7 Pitoquito 7 Fascinacion 6 Other (duplicated count) 7 Do not read newspaper supplements 15 Pleasure Travel Markets to North America - Venezuela 1990 SAMPLE DEMOGRAPHICS Total Total respondents (100%) 1209 % Sex Male 50 Female 50 Age 18 -24 years 27 25 -34 years 23 35 -44 years 19 45 -54 years 13 55 -64 years 10 65 years or over 7 Marital status Single 39 Married 50 Living together 1 Divorced/separated/widowed 6 Other 4 Occupation Owner/self employed 1 Manager/executive 1 Professional/technical 36 Clerical/sales 17 Skilled worker 2 Unskilled worker 2 Student 20, Retired 3 Housewife 17 Education Some/completed primary school 7 Some/completed middle school 24 Some/completed technical school 13 Some/completed college/university 56 Pleasure Travel Markets to North America -Venezuela 1990 SAMPLE DEMOGRAPHICS (cont'd) Total Total respondents (100%) 1209 % Whether chief waqe earner Yes 48 No 52 Monthly family income in Bolivares Under 20.000,00 Bs 15 20.001,00-40.000,00 Bs 36 40.001,00- 60.000,00 Bs 23 60.001,00- 100.000,00 Bs 17 100.001,00- 150.000,00 Bs 5 150.001,00- 200.000,00 Bs 3 More than 200.000,00 Bs 2 Life cycle Living alone 4 Living with one adult 11 Single with children 19 Couple with children 34 Other 32 Livinq arranqement Live alone 4 Living with children 54 Living without children 42 Number of household members 18 years or over 1 ,. 4 2 31 3 26 4 20 5 12 6 or more 7 Mean 3.3 Pleasure Travel Markets to North America - Venezuela 1990 SAMPLE DEMOGRAPHICS (cont'd) Total Total respondents (100%) 1209 % Number of household members under 18 years None 46 1 22 2 19 3 or more 13 Mean 1.0 Whether members of household are related Yes 91 No 5 Single member house 4 Friends or relatives presently live in ... Canada - yes 1 1 - no 89 U.S. - yes 52 - no 48 Fluency in English Read 61 Write 52 Speak 56 None 36 Pleasure Travel Markets to North America - Venezuela 1990 APPENDIX II QUESTIONNAIRE Pleasure Travel Markets to North America -Venezuela 1990 INTERNATIONALTRAVEL STUDY #C256 SCREENER Good I'm of ( COMPANY NAME ) and we're doing a study about holiday travel. S1 . Are you eighteen years of age or over? Yes 1 ASK TO SPEAK TO No 2 — ► HOUSEHOLD MEMBER 18 OR OVER S2. Including yourself, how many people eighteen years of age or older live in your household at the present time? 1 2 3 4 5 or more I SKIPTOQU.S7 S3. As far as you can remember, in the past three years, that is, since November 1987, how many of these people 18 or over, including yourself, have taken a trip by plane entirely or in part for vacation or pleasure, for four nights or more to destinations outside of the area shown on this map. (HAND MAP TO RESPONDENT) 12 3 4 5 or more SKIP TO ASK TO SPEAK TO THAT QU.S5 PERSON AND SKIPTOQU.S7 54. For this study we can choose only one person. Of the (ANSWER IN QU.S3) members of your household you just told me took a trip, whose birthday comes soonest after June 1/September 1/December 1/March 1? (THIS IS THE SELECTED RESPONDENT. SKIPTOQU.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 the countries shown on this map? 12 3 4 5 or more TER- ASK TO SPEAK TO THAT MINATE PERSON AND SKIP TO QU.S7 56. For this study we can choose only one person. Of the (ANSWER TO QU.S5) members of your household you just told me are definitely or very likely to take a trip, whose birthday comes soonest after June 1/September 1/December 1/March 1? (THIS IS THE SELECTED RESPONDENT. SKIPTOQU.S7) (IF TALKING WITH NEW RESPONDENT, REINTRODUCE YOURSELF AND PURPOSE OF STUDY) 57. (Just to be sure that I'm talking to the right person), in the past three years, since November 1987, have you, yourself, taken a trip entirely or in part for holiday or pleasure to somewhere outside of the countries shown on this map? Yes 1 No 2— ► SKIPTOQU.S10 S8. On any of these trips, did you travel by plane? Yes 1 No 2—* SKIPTOQU S10 S9. And were any of these plane trips for four nights or longer? Yes 1 No 2 S 1 0. In the next two years, that is, before January 1993, how likely is it that you, yourself, will fly to somewhere outside of the countries shown on this map 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 #C256-V INTERNATIONALTRAVEL STUDY #C256 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 aj| the vacation or pleasure trips you have taken, not just those to places outside the area shown on this map. Remember to include only those trips that were either entirely or in part for pleasure. In the past three years since November 1987, about how many vacation or pleasure trips, in total, have you taken that were four nights or longer ? (RECORD NUMBER) trips SKIP TO INSTRUCTION AFTERQU.lOb 1 b) On how many of these trips did you travel to your destination by plane? trips IF SKIP TO INSTRUCTION AFTERQU.lOb 1c) And for how many of these trips by plane was your furthest destination from home ... (READ LIST AND RECORD NUMBER FOR EACH - NUMBERS MUST ADD TO NUMBER OF TRIPS IN QU.1b) somewhere in Venezuela some other country in the area shown on this map Somewhere outside of the area shown on this map bips(C) trips (B) trips (A) IF BOX A = l OlOl SKIPTO INSTRUCTION AFTER QU.IOb. IF BOX A = |Q| 1 [ ASK QU.2a to 2d ABOUT THIS TRIP OUTSIDE THE AREA SHOWN ON THE MAP. IF BOX A = lo J2 b R MORE, ASK QU.2a to 2d ABOUT MOST RECENT AND SECOND MOST RECENT TRIP OUTSIDE THE AREA SHOWN ON THE MAP. 2a) Thinking about your (most recent/second most recent) trip of four nights or longer to somewhere outside of the area on the map, which of these places did you visit on that trip'' (HAND CARD "A" - CIRCLE AS MANY AS APPLY) Second Most most recent recent Mainland U.S. A 1 1 Canada 2 2 Mexico 3 3 South America 4 4 The West Indies/Caribbean 5 5 Europe 6 6 Near/Middle East 7 7 Africa 8 8 Far East/Asia 9 9 Hawaii/Guam/American Samoa . . Other South Pacific X X Australia/New Zealand V V Other (SPECIFY) 2b) Which one of the trip descriptions on this card best describes what type of trip this was? (HAND CARD "B" - CIRCLE ONE ONLY) A visit to friends and relatives 1 1 A touring trip 2 2 A city trip 3 3 An outdoors trip 4 4 A resort trip 5 5 A trip to an exhibition, special event, amusement or theme park 6 6 A cruise 7 7 A trip that combined business and pleasure 8 8 (IF MAINLAND U.S.A. CIRCLED IN QU.2a ASK QU.2c. IF CANADA CIRCLED IN QU.2a ASK QU.2d. ALL OTHERS SKIPTO INSTRUCTION AFTER QU. 2d) #C256-V 2c) And while you were mthe United States, by which of the following did you travel? (HAND CARD *C - CIRCLE AS MANY AS APPLY) Plane Train Bus between cities Public transportation within cities (e.g. bus, subway, street- car, etc. "but excluding taxis) . Boat Rented car Private car Camper or recreational vehicle Other Second Most most recent recent 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 9 9 2d) And while you were in Canada, by which of the following did you travel? (HAND CARD "C - CIRCLE AS MANY AS APPLY) Plane 1 Train 2 Bus between cities 3 Public transportation within cities (e.g. bus, subway, street- car, etc. but excluding taxis) 4 Boat 5 Rented car 6 Private car 7 Camper or recreational vehicle .. 8 Other 9 IF BOX A IN QU. 1c = |Q|1 l CONTINUE IF BOX A IN QU.1C = 1 1 2 P R MORE, ASK QU.3a TO QU. 10 ABOUT MOST RECENT TRIP. SAY: Now just thinking about your most recent trip ...) 3a) On that trip to (DESTINATION IN QU.2a) , how many nights, in total, were you away from home? (RECORD NUMBER) 3b) And when did you take that trip? Please tell me the month and the year you started that trip. 1 9 (month) (year) #C256-1 2c) And while you were in the United States, by which of the followinq did you travel' (HAND CARD 'C- CIRCLE AS MANY AS APPLY) Second Most most recent recent Plane 1 1 Train 2 2 Bus between cities 3 3 Public transportation within cities (e.g. bus, subway, street- car, etc. but excluding taxis) .... 4 4 Boat 5 5 Rented car 6 6 Private car 7 7 Camper or recreational vehicle ..8 8 Other 9 9 2d) And while you were in Canada, by which of the following did you travel? (HAND CARD 'C - CIRCLE AS MANY AS APPLY) Plane 1 1 Train 2 2 Bus between cities 3 3 Public transportation within cities (e.g. bus, subway, street- car, etc. Dut excluding taxis) .... 4 4 Boat 5 5 Rented car 6 6 Private car 7 7 Camper or recreational vehicle ..8 8 Other 9 9 IFBOXAINQU.Ic = 10|1 [ CONTINUE IF BOX A IN QU.1C = |Q|2 j OR MORE, ASK QU.3a TO QU. 10 ABOUT SECOND 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. 1 9 (month) (year) #C256-2 4a) Whom did you travel with on this trip? (CIRCLE AS MANY AS APPLY) Travelled alone 1— Wife/husband/girlfnend/boyfriend .... 2 Child(ren) 3 Father/mother 4 Other relatives 5 Friends 6 Organized group/club/etc 7 Business associates/colleagues 8 SKIPTOQU.5a Other (SPECIFY) 4b) Including yourself, how many people were there in your immediate travel party? (CIRCLE ONE ONLY. IF RESPONDENT ANSWERS 7 OR MORE, PROBE: Just to make sure, was that your immediate travel party or did that include people that were part of a larger group? CHANGE ANSWER IF NECESSARY.) 1 8 9 or more 4c) And how many of these were under 1 8 years of age? (CIRCLE ONE ONLY) 012345678 9 or more 5a) How long before yourtrip did you definitely decide to go to (DESTINATION)? (RECORD NUMBER IN APPROPRIATE BOX) weeks OR months OR years 5b) And how long before your trip did you actually start booking it? weeks OR months OR years 6a) What different sources of information, if any, did you use when you were planning the trip? (CIRCLE AS MANY AS APPLY) Qu.6a Qu.6b Talked to travel agent 1 1 Picked up brochures/pamphlets 2 2 Talked to friends/family members 3 3 Airline 4 4 Tour operator/company 5 5 Read articles/features in newspapers/magazines 6 6 Books/went to library 7 7 Automobile association 8 8 Government tourism office/board 9 9 Embassy/consulate Clubs/associations X X Advertisements V V Other (SPECIFY) None X X 6b) And which one of these sources would you say was the most important? (CIRCLE ONE) J 7a) Was either your flight or your accommodation included as part of a package with anything else? Yes 1 No 2 — ► SKIPTOQU.8a 7b) Did the package include ... (READ EACH ITEM IN TURN - CIRCLE YES OR NO FOR EACH) Yes Airfare to and from your destination 1 Accommodation 2 A rented car 3 A guide who led you and a group on a planned itinerary for several days 4 No A* B* C 7c) Where did you book the package? (CIRCLE ONE ONLY) Travel agent 1 Tour operator/holiday company 2 Directly with airline 3 Other (SPECIFY) IFCODEA*ORB* CIRCLED IN QU. 7b, ASKQU.8a/8b AS NECESSARY. ALL OTHERS SKIP TO QU.9 8a) Where did you book your flight to and from your destination? (CIRCLE ONE ONLY) Travel agent 1 Directly with airline 2 Other (SPECIFY) 8b) And where did you book your accommodation? (CIRCLE AS MANY AS APPLY) Travel agent 1 Directly with hotel, etc 2 Stayed with friendsAelatives .... 3 Did not book in advance 4 Other (SPECIFY) #C256 9. Which of the following activities did you actually take part in during your holiday? (READ LIST STARTING AT X-ED ITEM - CIRCLE AS MANY AS APPLY) Start here () Attending concerts/live theatre 1 Attending local festivals/fairsAjther special events 2 Attending sporting events 3 Climbing, hiking, etc 4 Getting to know the local inhabitants 5 Dining out in restaurants 6 Fishing 7 Going on short guided excursions/tours 8 Golfing or playing tennis 9 Horse-riding Hunting X Observing wildlife/bird watching V Sampling local foods 1 Shopping 2 Sightseeing in cities 3 Snow skiing (downhill or cross country) 4 Sunbathing or other beach activities 5 Swimming 6 Taking pictures or filming 7 Sightseeing in the countryside 8 Visiting wilderness areas 9 Visiting amusement or theme parks Visiting casinos/gambling X Visiting friends or relatives V ( ) Visiting galleries/museums 1 Visiting mountainous areas 2 Visiting national parks or forests 3 Visiting night clubs or other places of entertainment (discos, dancing, etc.)- 4 Visiting the seaside 5 Visiting places of historical interest 6 Visiting sites commemorating important people 7 Visiting places of archeological interest 8 Visiting places of importance in military history 9 Visiting scenic landmarks Water sports (e.g. surfing, water skiing, sailing, canoeing, scuba diving) X Visiting health spas V 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.1 1 AND THEN HAND QUESTIONNAIRE AND PENCIL TO RESPONDENT) #C256 1 1 . Here are some statements describing how people might feel about vacation pleasure travel. For each statement listed, please put an "X M in one box to show how much you agree or disagree that the statement describes how you feel about overseas vacation travel. Please start at the item indicated. Start here o I like to have all my travel arrange- ments made before I start out on vacation I take short pleasure trips whenever I have the opportunity .... Making arrangements for majortrips can be such a botherthat I end up not travelling I usually choose vacation places where I have been before For me, money spent on travel is well spent In any one year I would rather take a number of short vacation trips instead of one long vacation trip I would just as soon spend my money on things other than vacation travel . I enjoy making my own arrangements for vacation trips Once I get to my destination, I like to stay put I think it's worth paying more to get luxuries and extras on a vacation trip I prefer to go on guided tours when vacationing overseas I don't have to travel to enjoy a vacation I don't have to spend a lot of money to enjoy a vacation I like to go to a different place on each new vacation trip I often choose vacation places that I have heard about from friends who have been there It is important that the people I encounter on a vacation trip speak my language I usually travel on reduced air fares . . I like to make my arrangements as I go along on a vacation I usually use a travel agent to help me decide where to go on vacation . I prefer to leave the organizing to the people I'm travelling with ... I usually buy vacation packages which include both accommodation and transportation When visiting another country, I like to travel from place to place rather than spending my whole vacation in one area Inexpensive travel to the destination country is important to me I usually travel on all-inclusive package vacations Getting value for my vacation money is very important to me Strongly agree Agree Disagree Strongly somewhat somewhat disagree )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 #C256 PLEASE HAND BACK TO INTERVIEWER 12a) Now I'd like you to think about places outside the countries shown on this map that you would like to travel to for a vacation. What are the names of five places that you would like to visit on an overseas vacation trip? (RECORD BELOW IN ORDER MENTIONED - PROBE UNTIL 5 PLACES GIVEN) Qu.12b Most like to visit 12b) Which one of these places would you most like to visit in the next two years? (CIRCLE ONE ONLY) 12c) And how likely is it that you will visit ( PLACE FROM QU.12b) in the next two years? Would you say that you ... (READ LIST - CIRCLE ONEl will definitely visit 1 are very likely to visit 2 are somewhat likely to visit 3 might or might not visit 4 Or are not likely to visit 5 13. I would like to know how important different things are to you when deciding to take an overseas vacation trip. (TURN PAGE AND READ QU.13 AND HAND QUESTIONNAIRE AND PENCILTO RESPONDENT) (WHEN RESPONDENT HAS COMPLETED QU.13, TURN PAGE AND READ QU.14. HAND QUESTIONNAIRE BACK TO RESPONDENT) #C256-V 1 3. Please imagine that you are thinking of taking an overseas vacation trip. For each statement on this page, 'X M one box to show how important that reason is to you when considering such a trip. Please start at the item indicated. Start here ( ) ( ) Getting away from the demands of home Reliving past good times Experiencing new and different lifestyles Trying new foods Travelling through places that are important in history Being free to act the way I feel Finding thrills and excitement Experiencing a simpler lifestyle Being together as a family ... Meeting people with similar interests Seeing and experiencing a foreign destination Going places my friends haven't been Talking about the trip after I return home Participating in sports Watching sports events Travelling to places where I feel safe and secure Having fun, being entertained Seeing as much as possible in the time available Rediscovering myself Visiting friends and relatives Visiting places my family came from Being physically active Getting a change from a busy job . Being daring and adventuresome . Doing nothing at all Learning new things, increasing my knowledge Indulging in luxury Roughing it Escaping from the ordinary Feeling at home away from home #C256 Very Somewhat important important )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )1 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 )2 Not very Not at all important important )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 )4 PLEASE HAND BACK TO INTERVIEWER 14. When choosing a destination for an overseas vacation trip, different things are important to different people. Listed below are a number of items. For each item, please "X" one box to show how important that item is to you in an overseas vacation destination. Please start at the item indicated. Start here ( ) ( ) ( ) ( ) Very Somewhat important important High quality restaurants ( )1 ( )2 Budget accommodation ( )1 ( )2 Seaside ( n f J2 Golf and tennis ( )1 < J2 Big modern cities ( )1 ( )2 Historic old cities ( )1 ( )2 Nightlife and entertainment (bars, clubs, dancing) Outstanding scenery Shopping Reliable weather ( )' Standards of hygiene and cleanliness . Mountainous areas Local cuisine Personal safety, even when travelling alone Snow skiing (down hill/cross-country) Interesting small towns and villages ( Beaches for swimming and sunning ( Casinos and gambling ( Campgrounds and trailer parks ( Local festivals ( Amusement or theme parks ( Museums and art galleries ( Warm, sunny climate ( Wilderness and undisturbed nature ( Interesting and friendly local people .... ( )' Wide open spaces to get away from crowds ( )' Local crafts and handiwork ( ) ' Outdoor activities such as hiking, climbing (. V Inexpensive restaurants ( )' Public transportation such as airlines, railways, local transit systems Live theatre and concerts Resort areas Unique ordifferent native cultural groups such as Eskimo and Indian ( )' Unique ordifferent immigrant cultural groups such as Chinese in Canada, Spanish in the U.S., and so on National parks and forests Inexpensive travel in the destination country Variety of short guided excursions/tours Exotic atmosphere Warm welcome for tourists Lakes and rivers Culture different from my own Fishing Hunting First class hotels Spectator sporting events Historical, archeological or military sites and buildings Chance to see wildlife and birds I don't usually see Opportunities to increase one's knowledge Manageable size so I can see everything I want to see Water sports such as surfing, water skiing, sailing, scuba diving Fast food restaurants Environmental quality of air, water and ( )1 ( )2 Cruises of one or more nights ( )1 ( )2 Bed and breakfast ( )1 ( )2 () II ( )2 2 ( )2 ( )2 il ( )2 2 2 ( )2 ( )2 ( 2 2 2 ( )2 ( )2 ( )2 ( )2 ( )2 ( )2 Not very important ( )3 3 ( )3 3 ( )3 ( )3 ( )3 3 ( )3 ( )3 3 3 ( )3 ( )3 ()3 3 3 3 ( )3 ( )3 3 3 3 ( )3 ( )3 il il ( )3 ( )3 3 3 ( )3 ( )3 3 3 3 ( )3 ()3 ( )3 ()3 ()3 ()3 Not at all important ( )4 4 4 4 ( )4 ( )4 ( ) 4 4 ( )4 ( )4 ill il )4 4 4 )4 )4 )4 4 4 )4 )4 ()4 ( )4 ( )4 ()4 ill ill il *r2Sfi-v PI PA<;F MAMD RATl^ TO INTPR\/IC\/\/PR 15a) Now I'd like you to think about places in Canada that people might go to on a vacation. What are the names of five places in Canada where people might go on a vacation? (RECORD BELOW UNDER QU.15a IN ORDER MENTIONED) (PROBE:) What other places in Canada? (IF NECESSARY PROBE FOR DIFFERENCE BETWEEN QUEBEC CITY AND QUEBEC PROVINCE). 15b) Looking at this map of Canada, please tell me the names of three other places in Canada that people might go on a vacation? (HAND MAP - RECORD BELOW UNDER QU.15b IN ORDER MENTIONED) (PROBE:) What other places? 15c) Which places in Canada, if any, have you ever been to? (PROBE:) Any other places? (RECORD UNDER QU.15C - CIRCLE AS MANY AS APPLY. IF RESPONDENT MENTIONS PLACES NOT LISTED UNDER QU.1 5a OR QU.1 5b, RECORD BELOW UNDER "OTHER". IF NOT BEEN TO CANADA, CIRCLE "X" ANDSKIPTOQU.15f) 1 5d) Which places, if any, have you been to in the past three years, since May 1987? (RECORD UNDER QU.1 5d - CIRCLE ALL RESPONSES) 1 5e) Which one thing about Canada would make you recommend it to someone else as a vacation destination? (OPEN ENDED) 15f) You have named a number of different places in Canada. (READ ALL PLACES MENTIONED - QU.15a, QU.15b AND OTHER) Which one of these places would you be most interested in visiting or re-visiting? (RECORD UNDER QU.15f - MOST) And which one would be your second choice? (RECORD UNDER QU.1 5f - 2nd) And which one would be your third choice? (RECORD UNDER QU.15f - 3rd -TAKE BACK MAP) Qu.15a 1._ 2. 3. 4. 5. 1. 2. 3. Qu.15c Most like to visit 1 2 3 4 5 Qu.15b Never been to Canada 6 . 7 8 . X— H Other 1. 2. 3. 4. 5. Qu.15d Been in past 3yrs. 1 2 3 4 5 6 7 8 SKIPTO QU.15f Qu.15f Most 2nd 3rd 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 6 6 6 7 7 7 8 8 8 16a) Overall how interested are you in visiting or re-visiting Canada in the next five years? Would you say you are ... (READ LIST - CIRCLE ONE) very interested 1 somewhat interested 2 Or not interested 3 16b) I would like you to compare Canada with other overseas places that you have visited on a vacation trip and those you might visit in the future. Even though some people know less about Canada than others do, everyone has impressions of what it would be like to vacation there. (READ QU.16b AND HAND QUESTIONNAIRE AND PENCILTO RESPONDENT) 4C256 1 15a) Now I'd like you to think about places in the United States that people might go to on a vacation. What are the names of five places in the United States where people might go on a vacation? (RECORD BELOW UNDER QU. 15a IN ORDER MENTIONED) (PROBE:) What other places in the United States? (IF NECESSARY PROBE FOR DIFFERENCE BETWEEN NEW YORK CITY AND NEW YORK STATE, AND WASHINGTON, D.C. AND WASHINGTON STATE). 15b) Looking at this map of the United States, please tell me the names of three other places in the United States that people might go on a vacation? (HAND MAP - RECORD BELOW UNDER QU. 1 5b IN ORDER MENTIONED) (PROBE:) What other places? 15c) Which places in the United States, if any, have you ever been to? (PROBE:) Any other places 7 (RECORD UNDER QU.15c - CIRCLE AS MANY AS APPLY. IF RESPONDENT MENTIONS PLACES NOT LISTED UNDER QU.15a OR QU.15b, RECORD BELOW UNDER "OTHER". IF NOT BEEN TO THE UNITED STATES, CIRCLE "X" AND SKIP TO QU. 1 5e) 1 5d) Which places, if any, have you been to in the past three years, since May 1987? (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) And which one would be your third choice? (RECORD UNDER QU.1 5e - 3rd - TAKE BACK MAP) Qu.15a Qu.15b Never been to the United States Qu.15c Most like to visit 2 3 4 5 6 7 8 . X— i Other 1. 2. 3. 4. 5. Qu.15d Been in past 3 yrs. 1 2 3 4 5 6 7 8 SKIP TO QU.15e Qu.15e Most 2nd 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 3rd 1 2 3 4 5 6 7 8 16a) Overall, how interested are you in visiting or re-visiting the United States in the next five years? Would you say you are ... (READ LIST - CIRCLE ONE) very interested 1 somewhat interested 2 Or not interested 3 16b) I would like you to compare the United States with other overseas places that you have visited on a vacation trip and those you might visit in the future. Even though some people know less about the United States than others do, everyone has impressions of what it would be like to vacation there. (READ QU.16b AND HAND QUESTIONNAIRE AND PENCILTO RESPONDENT) #C256-2 16b) The following is a list of items that might attract people to choose a particular destination for their vacation. For each statement, please "X" one box to show whether you think Canada is (READ SLOWLY) a lot better than other overseas vacation places for that item, a little better than other places, the same as other places, not quite as good or not nearly as good as other places you might vacation. Please start at the item indicated. Compared with other places Canada is ... A lot A little The Not quite Not nearly Start better better same as good as good here TT Variety of things to see and do .... ()1 ( )2 ( )3 ( )4 ( )5 High quality restaurants ( )1 ( )2 ( )3 ( )4 ( )5 Value for my vacation money ( ) 1 ( )2 ( )3 ( )4 ( )5 Budget accommodation ( )1 ( )2 ( )3 ( )4 ( )5 Nightlife and entertainment (bars, clubs, dancing) ( )1 ( )2 ( )3 ( )4 ( )5 Outstanding scenery ( )1 ( )2 ( )3 ( )4 ( )5 Shopping ( )1 ( )2 ( )3 ( )4 ( )5 Standards of hygiene and cleanliness ( )1 ( )2 ( )3 ( )4 ( )5 Personal safety, even when travelling alone ( )1 ( )2 ( )3 ( )4 ( )5 Snow skiing (down hill/cross- country) ( )1 ( )2 ( )3 ( )4 ( )5 Beaches forswimming and sunning ( )1 Local festivals ( ) 1 Amusement or theme parks ( )1 Museums and art galleries ( )1 () Interesting and friendly local people ( )1 Outdoor activities such as hiking, climbing ( )1 Public transportation (e.g. airlines, railways, local transit systems) ( ) 1 Live theatre and concerts ( )1 Unique or different native cultural groups such as Eskimo and Indian ( )1 ( )2 ( )3 ( )4 ( )5 Unique or different immigrant cultural groups such as Chinese in Canada, Spanish in the U.S., and so on ( )1 Inexpensive restaurants ( )1 National parks and forests ( )1 Inexpensive travel to the destination country ( )1 Inexpensive travel in. the destination country ( )1 Fishing ( )1 Hunting ( )1 First class hotels ( )1 Spectator sporting events ( )1 Historical, archeological or military sites and buildings ( )1 Seeing wildlife and birds I don't usually see ( )1 Water sports such as surfing, water skiing, sailing, scuba diving ( )1 Kinds of things I like to do on vacation ( )1 ( )2 ( )2 ( )2 ( )3 ( )3 ( )3 ( )4 ( )4 ( )4 ( )5 ( )5 ( )5 ( )2 ( )3 ( )4 ( )5 ()2 ( )3 ( )4 ( )5 ()2 ( )3 ( )4 ( )5 ()2 ()2 ( )3 ( )3 ( )4 ( )4 ( )5 ( )5 ()2 ()2 ()2 ( )3 ( )3 ()3 ( )4 ( )4 ( )4 ( )5 ( )5 ( )5 ( )2 ( )3 ()4 ( )5 ()2 ( )3 ()4 ()5 ()2 ()2 ()2 ()2 ()3 ( )3 ()3 ()3 ()4 ( )4 ( )4 ()4 ( )5 ( )5 ( )5 ( )5 ()2 ()3 ( )4 ( )5 ()2 ()3 ()4 ( )5 ( )2 ()3 ()4 ()5 ( )2 ()3 ( )4 ( )5 #C256-1 16b) The following is a list of items that might attract people to choose a particular destination for their vacation. For each statement, please "X" one box to show whether you think the United States is (READ SLOWLY) a lot better than other overseas vacation places for that item, a little better than other places, the same ~as other places, not quite as good or not nearly as good as other places you might vacation. Please start at the item indicated. Compared with other places United States is ... Start here ( ) A lot better ( )1 Variety of things to see and do High quality restaurants ( )1 Value for my vacation money ( )1 Budget accommodation ( )1 Nightlife and entertainment (bars, clubs, dancing) ( )1 Outstanding scenery ( )1 Shopping ( )1 Mountainous areas ( )1 Personal safety, even when travelling alone ( )1 Snow skiing (down hill/cross- country) ( )1 .... ( )1 .... ( )1 Casinos and gambling ( )1 .... ( )1 .... ()1 Fast food restaurants .... Beaches for swimming and sunning Amusement or theme parks Museums and art galleries Interesting and friendly local people ( )1 Outdoor activities such as hiking, climbing ( )1 Availability of package (all-inclusive) vacations ( )1 Public transportation (e.g. airlines, railways, local transit systems) ( ) 1 Live theatre and concerts ( )1 Resort areas Inexpensive restaurants Unique or different native cultural groups such as Eskimo and Indian Unique and different immigrant cultural groups such as Chinese in Canada, Spanish in the U.S., and so on National parks and forests Fishing Hunting First class hotels Historical, archeological or military sites and buildings Opportunities to increase one's knowledge Opportunity to escape from the ordinary Water sports such as surfing, water skiing, sailing, scuba diving Kinds of things I like to do on vacation Opportunity for being daring and adventuresome ( )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 ( )2 ( )2 ( )2 ( )2 The same )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 )3 Not quite as good ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ( )4 ()4 ()4 ( )4 ( )4 ()4 ( )4 ()4 ( )4 ( )4 ( )4 ()4 ()4 ()4 ()4 ()4 Not nearly as good )5 )5 )5 )5 )5 )5 )5 )5 )5 )5 )5 )5 )5 )5 )5 )S )5 )5 )5 )5 )5 )5 )5 )5 )5 )5 )5 )S )5 )5 )5 )5 )5 )5 #C256-2 17a) Now I'd like you to think about places in the United States that people might go to on a vacation. What are the names of five places in the United States where people might go on a vacation? (RECORD BELOW UNDER QU.17a IN ORDER MENTIONED) (PROBE:) What other places in the United States? (IF NECESSARY PROBE FOR DIFFERENCE BETWEEN NEW YORK CITY AND NEW YORK STATE, WASHINGTON, DC. AND WASHINGTON STATE.) 17b) Looking at this map of the United States, please tell me the names of three other places in the United States that people might go on a vacation? (HAND MAP -RECORD BELOW UNDER QU.17b IN ORDER MENTIONED) (PROBE:) What other places? 17c) Which places in the United States, if any, have you ever been to? (PROBE:) Any other places? (RECORD UNDER QU.17c - CIRCLE AS MANY AS APPLY. IF RESPONDENT MENTIONS PLACES NOT LISTED UNDER QU.17a OR QU.17b, RECORD BELOW UNDER "OTHER". IF NOT BEEN TO THE UNITED STATES, CIRCLE M X" AND SKIPTO QU.17f) 17d) Which places, if any, have you been to in the past three years, since May 1987? (RECORD UNDER QU.17d - CIRCLE ALL RESPONSES) 17e) You have named a number of different places in the United States. (READ ALL PLACES MENTIONED - QU.17a, QU.17b AND OTHER) Which one of these places would you be most interested in visiting or re-visiting? (RECORD UNDER QU.17e - MOST) And which one would be your second choice? (RECORD UNDER QU.17e - 2nd) And which one would be your third choice? (RECORD UNDER QU.17e - 3rd -TAKE BACK MAP) Qu.17a Ou.17c Qu.17d Been in 0u.17e Ever been to past 3 yrs. Most 2nd 3rd 1. 1 1 1 1 1 2. 2 2 2 2 2 3. 3 3 3 3 3 4. 4 4 4 4 4 5. 5 5 5 5 5 Ou.17b 1. 6 6 6 6 6 2. 7 7 7 7 7 3. 8 8 8 8 8 t to United States .. X— fr- SKIPTO QU.17e Other 1. 1 1 1 1 2. 2 2 2 2 3. 3 3 3 3 4. 4 4 4 4 5. 5 5 5 5 18. Overall, how interested are you in visiting or re-visiting the United States in the next five years 7 Would you say you are ... (READ LIST - CIRCLE ONE) very interested 1 somewhat interested 2 Or not interested 3 #C256-1 17a) Now I'd like you to think about places in Canada that people might go to on a vacation. What are the names of five places in Canada where people might go on a vacation? (RECORD BELOW UNDER QU.17a IN ORDER MENTIONED) (PROBE:) What other places in Canada? (IF NECESSARY PROBE FOR DIFFERENCE BETWEEN QUEBEC CITY AND QUEBEC PROVINCE.) 17b) Looking at this map of Canada, please tell me the names of three other places in Canada that people might go on a vacation? (HAND MAP -RECORD BELOW UNDER QU.17b IN ORDER MENTIONED) (PROBE:) What other places? 17c) Which places in Canada, if any, have you ever been to? (PROBE:) Any other places? (RECORD UNDER QU.17C - CIRCLE AS MANY AS APPLY. IF RESPONDENT MENTIONS PLACES NOT LISTED UNDER QU.17a OR QU.17b, RECORD BELOW UNDER "OTHER". IF NOT BEEN TO CANADA, CIRCLE "X" ANDSKIPTOQU.17f) 17d) Which places, if any, have you been to in the past three years, since May 1987 7 (RECORD UNDER QU.17d - CIRCLE ALL RESPONSES) 17e) Which one thing about Canada would make you recommend it to someone else as a vacation destination? (OPEN ENDED) 17f) You have named a number of different places in Canada. (READ ALL PLACES MENTIONED - QU.17a, QU.17b AND OTHER) Which one of these places would you be most interested in visiting or re-visiting? (RECORD UNDER QU.17f- MOST) And which one would be your second choice? (RECORD UNDER QU.17f - 2nd) md which one would be your third choice? (RECORD UNDER QU. 1 7f - Qu.17a Qu.17c Qu.17d Been in Ever past been to 3 yrs. Most 3rd -TAKE BACK M Qu.17f 2nd 3rd 1. 111 1 1 2. 2 2 2 2 2 3. 3 3 3 3 3 4. 4 4 4 4 4 5. 5 5 5 5 5 Qu.17b 1. 6 6 6 6 6 2. 7 7 7 7 7 3. 8 8 8 8 8 NPVPrheen to Canada X-* SKIPT0 Never ueen xo Lanaaa ... a ■■■ w ~..> .-jr Other 1. 1 1 1 1 2. 2 2 2 2 3. 3 3 3 3 4. 4 4 4 4 5. 5 5 5 5 18. Overall, how interested are you in visiting or re-visiting the United States in the next five years? Would you say you are ... (READ LIST - CIRCLE ONE) very interested 1 somewhat interested 2 Or not interested 3 #C256-2 19a) Which of these daily newspapers, if any, do you read or look at regularly that is, at least three out of every six issues? (HAND CARD "D" - CIRCLE AS MANY AS APPLY) Diario de Caracas 1 2001 2 Meridiano 3 El Mundo 4 El Nacional 5 Ultimas Noticias 6 El Universal 7 Critica 8 El Impulso 9 Panorama ElSiglo X El Aragueho V Diario de La Nacion 1 El Carabobeiio 2 Noti-Tarde 3 El Informador 4 El Imparcial 5 El Nuevo Pais 6 Diario de Oriente 7 Otros penodicos 8 Other (SPECIFY) Do not read daily newspapers X 19b) Which of these newspaper supplements, if any, do you read or look at regularly, that is, at least two out of every four issues? (HAND CARD " E - CIRCLE AS MANY AS APPLY) Magazine 1 Fascinacion 2 Meridianito 3 Sintesis 4 Fenado 5 Dominical 6 Estampas 7 Pitoquito 8 Flash 9 Pandora Other (SPECIFY) Do not read any newspaper supplements X 19c) Which of these weekly periodicals and magazines, if any, do you read or look at regularly, that is, two out of every four issues? (HAND CARD "F" - CIRCLE AS MANY AS APPLY) Bohemia 1 Elite 2 Venezuela Grafica 3 Hola ....'. 4 Indiscreta 5 Dinero 6 Fama 7 Other (SPECIFY) Do not read any weekly periodicals or magazines X #C256-V 20. Which of the following monthly magazines, if any, do you read or look at regularly, that is, two of every four issues? (HAND CARD "G" - CIRCLE AS MANY AS APPLY) Buen Hogar 1 Kena 2 Paginas 3 Resumen .7 4 Ronda 5 Vanidades 6 Venezuela Farandula 7 Magazine en Espahol 8 Mujerde Hoy 9 Gerente Mia X Geomundo V Ideas 1 Momento 2 Mecanica Popular 3 Selecciones 4 Tu 5 Variedades 6 Burda 7 Autentico 8 Hola 9 Newsweek Coqueta X Hombre de Mundo V Cosmopolitan 1 Etiqueta 2 Automotriz 3 Muy interesante 4 Exceso 5 Mundo 21 6 Producto 7 Time 8 Zeta 9 Numero Vision X Vogue V Other (SPECIFY) Do not read any monthly magazines X 21. By now you may have realised that this survey is being conducted voluntarily on behalf of the governments of Canada and the United States. So that we can use your responses, we would like to ask you some questions that would be used for statistical purposes only. We want to assure you that your answers will be kept confidential in two ways: firstly, no name or other personal identifier will be recorded, and secondly, your answers will be combined with those of other participants in the survey before being given to the sponsors. Do you, yourself, have any close friends or relatives living in (COUNTRY) at the present time? (CIRCLE ONE FOR EACH) Canada The United States Yes 1 2 No 2 2 22a) Thinking about everyone in your household, how many of them are under 18? (CIRCLE ONE) 12 3 4 5 6 or more 22b) Including yourself, how many are 18 or over? (CIRCLE ONE) 12 3 4 5 6 or more 22c) Are all the members of your household related, or not? Yes No Single member household . 22d) What is your marital status? (CIRCLE ONE) Single 1— ► SKIPTOQU.22f Married 2 Living together 3 Divorced/separated/widowed ... 4 — ► SKIPTOQU.22f Other 5 #C256-V 22e) Are all the members of your household related, or not? (CIRCLE ONE) full time 1 part time 2 Or not at all 3 22f) What isyourage? (RECORD NUMBER) years 22g) What is your occupation, that is, what kind of work do you do? (WRITE IN) (NOTE - Codes will be: Owner/self-employed 1 Manager/executive 2 Professional/technical 3 Clerical/sales 4 Skilled worker 5 Unskilled worker 6 Farming, fishing, forestry 7 Military 8 Student 9 Retired Homemaker X Other (SPECIFY) 22h) What is the highest level of education you have completed? 22i) Are you the chief wage earner in your household? Yes 1 No 2 22j) Which of these categories best describes your total household income before taxes "in 1989? Please include all wages, salaries, pensions and income from other sources. Please just tell me the letter from this card. (HAND CARD "H" - CIRCLE ONE ONLY) 22k) Can you read, write or speak (French and/or English) or not? (CIRCLE ALL THAT APPLY) French English Read 1 1 Write 2 2 Speak 3 3 None of these ... 4 4 22I) RECORD SEX: Male 1 Female ..... 2 REGION POSTAL CODE #C256-V 23a) To finish, I would like to know about trips that other adults in your household have taken in the past three years or might take in the next two years . First, please tell me the age and sex of each of the other members of your household who are 18 or over? (RECORD BELOW) 1. 2. 3. 4. 5. 6. Qu.23a Qu. 23b Sex Past 3 years Male Female Yes No 1 2 1 2 1 2 1 2 1 2 1 2 1 2 1 2 1 2 1 2 1 2 1 2 (ASK QU.23b FOR EACH ADULT) 23b) SHOW CARD As best as you can remember, in the past 3 years has the (SEX) aged ( AGE ) taken a trip like the one described on this card? (HAND CARD - CIRCLE ONE FOR EACH PERSON) Def- mi ely Very likely 2 2 2 2 2 2 Qu.23c Next 2 years Might Some- or what might likely not (ASK QU.23C FOR EACH ADULT) 23b) SHOW CARD AGAIN Thinking about trips that these people might take in the next two years , how likely is it that the ( SEX ) aged ( AGE ) will take a trip like the one described on this card, in the next two years. Would you say they ... (READ LIST -CIRCLE ONE FOR EACH PERSON) will definitely take such a trip are very likely to are somewhat likely to might or might not Or are not likely to Not likely 5 5 5 5 5 5 CARD "A" Mainland United States (including Alaska) Canada Mexico South America (excluding the countries on the map) The West Indies/Caribbean (excluding the countries on the map) Europe Near or Middle East (including Saudi Arabia, Israel, etc.) Africa Far East/Asia (e.g. India, Japan, China, Indonesia, Philippines, etc.) Hawaii, Guam or American Samoa Other South Pacific (e.g. Fiji, Tahiti, etc.) Australia or New Zealand Any other country outside Venezuela and the countries shown on the the map (PLEASE SPECIFY) CARD"B A visit to friends or relatives is a trip whose primary purpose is to visit and spend time with friends or relatives. A touring trip is a trip by car, bus or train through areas of scenic beauty, cultural or general interest. A city trip is a trip to a city where you may shop, visit museums, enjoy entertainment, dine, attend plays or concerts, or just stroll around and enjoy the city. An outdoor trip is a trip in a natural area where you actively take part in such activities as camping, hunting, fishing, hiking or rafting. A resort trip is a trip to a resort area where a wide variety of activities, such as beaches, skiing, golfing, tennis and so on, are available close by or on the premises. A trip to an amusement or theme park, exhibition or special event is a trip taken primarily for the purpose of visiting a major theme park, exhibition or special event such as the World Cup, Expo, or the Olympic Games. A cruise is a trip on a cruise ship where you enjoy all the on-board activities and the planned stops at points of interest along the way. A trip that combines business and pleasure is a trip whose primary purpose is business but you take some extra time for pleasure. CARD "C" Plane Train Bus between cities Public transportation within cities (e.g. bus, subway, streetcar, etc. but excluding taxis) Boat Rented car Private car Camper or recreation vehicle Other CARD"D' Diario de Caracas 2001 Meridiano El Mundo El Nacional Ultimas Noticias El Universal Critica El Impulso Panorama ElSiglo El Aragueno Diario de La Nacion El Carabobeno Noti-Tarde El Informador El Imparacial El Nuevo Pais Diario de Oriente Other daily newspapers (PLEASE SPECIFY) CARD"E Magazine Fascinacion Meridianito Sintesis Feriado Dominical Estampas Pitoquito Flash Pandora Other newspaper supplements (SPECIFY) CARD'T Bohemia Elite Venezuela Grafica Hola Indiscreta Dinero Fama Other weekly periodicals (SPECIFY) CARD "G" Buen Hogar Hola Kena Newsweek Paginas Coqueta Resumen Hombrede Mundo Ronda Cosmopolitan Vanidades Etiqueta Venezuela Farandula Automotriz Magazine en Espanol Muy interesante Mujer de Hoy Exceso Gerente Mundo 21 Mia Producto Geomundo Time Ideas Zeta Momento Numero Mecanica Popular Vision Selecciones Vogue Tu Variedades Other monthly magazines (SPECIFY) Burda Autentico CARD"H Under 20.000,00 Bs 20.001,00- 40.000,00 Bs 40.001,00- 60.000,00 Bs 60.001,00- 100.000,00 Bs 100.001,00- 150.000,00 Bs 150.001,00- 200.000,00 Bs More than 200.000,00 Bs Datoa, C.A. VD/EV/rb. 29-1 1-90 Cuest. No. ESTUDIO VIAJES INTERNACIONALES (FILTRO) Buenos d i as/ tardes/noches. lii nombre es ____ ( IDENTIFIQUESE) . Y soy de la Organ 1 zac i dn Datos de Encusstas. Estamos realizando una encuesta en hogares de esta ciudad. Tiene usted IS afios o mas^ No Si PI DA HABLAR CON OTRO DEL HO GAR QUE TENGA MAS." [ MIEMBRO I 18 ASPS [ Incluy£ndose usted. Cuantas viven aqui en su casa y que ■forman parte de la familial personas de 18 anos t mas . mas SIGA CON PREG- by 7 (10) 3. En lo» Oltiisos 3 aKo». es decir desde Noviembre de 1987 hasta el dia de hoy. Cuantas de estas personas de 18 a3o« o ma» gut vivtn jgui en su casa incluy*ndose usted, han tornado un viaje de 4 nochtB i ■>*.» . por avi4n ( total o parcialmente de vic«c ionea 4 plictr . a algun lugar -fuera del Are» que muestra este napa (MOSTRAR MAPA 1 ) (11) Ninqu no 1 SIG PR A C -4 QN PI DA HABLAR CON E Y SIGA CON PR-6/ 5A PE RSONA J 3 4 5 6 ma- SI GA CON PREGUNTA 5 /— — — su _fi- Cuantas personas de 18 anos o mas que viven aqu i en icluytndose usted, dirla que de-f ini t ivamente probibltwntt tomaran tal viaje en los pr«xi«o« 2 inoi . decir unas vtcacionei o un vi*J« de Placer por aviin, de noches o mas -fuera del area que muestra este mapa. (MOSTRAR MAPA ^ ) (12) casa, ay* es 4 Ninguno PASAR A CLA- SIFICACION ma = SIGA CON PREGUNTA 5a. PI DA HABLAR CON ESA FE RSONA | Y SIGA CON PREGUNTA b/ rara esce sstudic oodemos esccqer 5^1^ ana ./arsona, ae 10s (LEER RESPUE'STA EN PREGUNTA 3) miambros de su caw, que . 5 t-*d -no dijo que v : a J arcn . Por razor, ne soar fa dar los "ombres -a esas person as. ^mpe7cinc!o err. La per'sona de mayor edad" Y desouds" (L I STAR AFAJO. ilLJCC T -,' IAR uNA PERSONA Y CCNTINUAR CON r^EO^N'TA 6) ?; ra ^? 5 ■• •-> ^5';ud:c ■' o^s-cs esrcqer 3?l: una persona, de los .L££JR rSPUErTA EN 'REGUNTA 4) miembros de su casa, que asteo .-re ano que daf in i 1 1 vtiitnti q muv probab JMgQli tomarfan un viaj?. Por favor, me podria dar los romores de esas per-vonas, e^cezando con la persona de mayor edad^ y :3.-^u2» f'C li'f.An ?■' '«AjlD, r~L£CC T ONAR UNM rtrSiNA V 1 ^i"i ^ ,\ CON PREGUNTA 5 ; No. 1 N M B R E 'ZZZ/22ZZZZZZZl EDAD Y// A NUMEROS 1 2 1 2 ALEATCRIOS 3 4 5 1 3 4 2 3 B C 1 1 -, 1 2 3 1 2 2 3 4 D 1 1 2 3 1 5 E 1 2 1 1 5 Por -favor se encutntra el senor, iseriora, seKorita) (ORIGINAL) SI NO 5E ENCUENTRAi Podria decirme cuando es bueno ven 1 r para en t rev i star lo? Fecha: Hora: SEGUNDA VISITA i Por favor, el senor (senora, ssnonta) (ORIGINAL) SI NO 5E ENCUENTRA £L ORIGINAL EN SEGUNDA VISITA FIJAR CITA PARA UNA PRQXIflA VI5ITA. 7. diria usted que estuvo. . . (LEER) (72) Muy satis-fecho 1 Algo Satisfecho 2 Poco satis-fecho 3 Nada Satis-fecho 4 10b. Y en los pr6: Nada probable 4 (79)0 8 - TARJE--A Cadi go d« <»*i'<* i Cuest icmrlo ";•«. ._ •« 11. A con t muac i in , voy a leerla una lista de af 1 rTac tones sobr • la forma en que las personas pueien sentir o pen*ar acerca da un viaje de Placer o vacaciones, Utiiizardo osca escala (MOSTRAR TARJETA 1) digame cuan de acuerdo d en desacuerc^ ?sta usted con la siguientes a-f i rmac lones (LEER AFIRHACI0NE6 CQWENZANDO 0O»D€ ESTA INDICAOO) Muy de Algo de Algo en Muy en E«o«zar Acuerdo Acuerdo C ejjcu ardo 5e.»acuerci.-> nqu ( I { ) Le gusta tener todos los arreglos de viaje hechos ante* de empezar sue vacaciones 1 Gastaria tu dinero en cualquier otra cosa que en viaje* de vacaciones. 1 No necesita gas tar mucho dinero para disfrutar sus vacaciones 1 ( 6) Toma cortos viajes de placer siempre que tiene la oportunidad 1 2 3 4(7 Hacer arreglos para ?randes viajes puedt ser an molesto que termina por no viajar 1 2 3 418 Generalmente escoje luga- res de vacaciones en donde . Q ya ha estado anter lormente 1 2 3 4 * -< Para Ud. el dinero gastado en viajes esta bien gastado. 12 3 4 HO, Pre-fiere tomar en un ana cortos viajes da vacacio- nes an lugar d( un vuje ... largo 12 3 a (11 1, Dis-fruta haciendo sus pro- Pios arreglos para vujei ^ d"« vacaciones 1 2 o •+ H3 Una vez que llega a su destino, le gusta quedar . ,,., instalado 12 3 4 <-<») ( ) Piensa que vale la pena pagar mAs para obtener lu- jos y extras en los viajes , 15 \ de vacac iones 1 *■ 3 4 Prefiere lr en tours guiados cuando va de vacaciones al exterior.. 12 3 4 ,16) No necesita viajar p*rA dis-frutar sus vacaciones 12 3 4 P'> i1i Le gusta ir a un lugar di-ferente en cada nuevo ^ <'•)) viaje de vacaciones .... 1 2 3 '» - 9 May de ftcuerdg Algo de Acuerda Al'^o en Muy en Desacuerdo Desacuerdo Gsneralmente escoje iuaeires de los cuales ha a i da por amigos que nan estado ah i antes . . (20) Es importante que la gente que encuentra en un via.ie de vacaciones hable su ldioma Generalmente viaja cuando Ids tan-fas aereas son mas econ6micas Le gusta hacer sus arre- glos a medida que van transcurriendo sus vaca- siones Genera lmen te usa un agen- ts de viaje para que le ayude a decidir a dande it- de vacaciones Fre-fiere dejar la Qrgani- zacidn del viaie a la gente con la que viaja Generalmente compra paque- tes de vacaciones que in- cluyen hospedaje y trans- porte Cuando visita otro pais le gusta viajar de un si- tio a otro, en lugar de estar todas las vacacio- nes en la misma area ... Es importante para usted conseguir un viaje econd- mico al pais de destino. (21) 4 (22) 4 (23) 4 (24) 4 (25) 4 (26) 4 (27) 4 (28) Generalmente viaja en paque- tes de vacaciones que mclu- yen todo Obtener valor por su dinero de vacaciones es muy impor- tante para usted 4 (29) 4 (30) (31) 1 10 12a. Ahora me gustaria que pensara acerca de lug a res -fuera de los pai'ses que muestra este map a, a los qui le gustar i a via jar en sus Vacaciones. Di'game el nombre de cinco lugares que le gustar i a visitar durante un viaje internac ianal de vacaciones"' (ANOTE ABAJO EN EL ORDEN MENCIONADQ - SONDE AR HAST A OBTENER 3 LUGARES> 12b. Cual de *stos le gustaria vilitar mas en los prdximos 2 anos 7- (UNO SOLO) QUE MAS LE Pr. 12a. LUGARES QUE LE GUSTARIA GUSTARIA VISITAR VISITAR (32) C33) (34) (47) □ □□ ' ' (39) □ □ (41) (42) (43) □ □□ 4 (44) (45) (46) □ □□ 5 (38) (39) (40) 12c. Y que tan probable es que Listed visite .. (LEER LUGAR MENCIONADO EN LA PREGUNTA 12b) en los prbximos 2 aZos? Dina usted que . . . (LEER) (48) De-f l n i t i vamen te lo visitara .. 1 Muy probab lemente lo visitara. 2 Es algo probable que la visite. 3 ACEPTAR UNA RESPUESTA Puede qLie si o puedf que n i lo visite j 4 No es nada probable que lo visite Me gustaria saber que tan importantes son para usted divariot aipictoi cuando decide tomar un viaje da vacaciones intarnacionala* . 13. Imagine que Listed va • a viajar de vacaciones -fuera de Venezuela. F'or cada una de las a-f i rmac iones que le voy a leer digame la importancia que usted les asigna, usando como base asta escala (MOSTRAR TARJETA 2) Empaiar aqu i I ( ) Separarse de las deman- das/tareas del hogar .. Revivir buenos tiempos del pasado MUY AL60 POCO NADA IMPQRTAIMTE IMRQRTANTE IMPQRTANTE IMPQRTANTE Exper lmen tar con nuevos y di-ferentes estilos de vidas Rrobar nuevas comidas ... Viajar a trjvis de luga- res h ist 6 r icamen te importantes Ser libra para actuar de la manera que quiera .... Sentir emociones y dis- ■frutar de diversions* ... Exper imtn tar estilos de vida mas simples Estar Juntos coffio una ■f ami 1 la Encontrarse con personas con intereses simila- rares a los suyos E;:per i men tar y ver un 1 u g a r del exterior .., Ir a lugares a los que sus amigos no han ido . . Hablar de su viaje al regreso a casa Participar en deportes Ver eventos deportivos ( ) Viajar a lugares don- de s» sienta a salvo y seguro Estar contento y entretenido Ver lo mas posible en el tiempo disponible Redescubr i rse a si mismo Visitar amigos y -familiares Visitar lugares de donde procede su -fami 1 la Estar -fisicamente activo. Tener un cambio en las ocueaciones del trabajo . Ser desafiante y Aventu- rero Ne hacer nada A»render nuevas cosas, increman tar sus conoci- mien tos , Derse al lujo •riv»r»a de las comodidades de la c ludad Eecapar la rutina Sen ti rse en casa fuera de casa 4 (49) 4 (50) 4 (51) 4 (52) 4 (53) 4 (54) 4 (55) 4 (56) 4 (57) 4 (58) 4 (59) 4 (60) 4 (61) 4 (62) 4 (63) 4 (64) 4 (65) 4 (66) 4 (67) 4 (68) 4 (69) 4 (70) (71) (72) (73) (74) (75) (76) (77) (78) 12 TABJETA 4 Empezar aqu i i 14. Cuando se escoge el destino de un viaje da vacaciones -fuera del pais, ditersntei aipectos son importantes para di-farentes personas. A continuaciin voy a lierle una »erie de aspectos y quisiera que me dijera la importancia que usted Is asigna a cada uno, usando esta escala (MOSTRAR TARJETA 2) (LEER ASPECTOS - ROTANDO ORDEN) MUY ALGO POCO NADA IMPQRTANTE IMPORTANCE IMPQRTANTE IMPORT ANTE ( ) Restaurantes de alta cal idad Hospedaje econimico Las Playas/Costas .. Soli y tenia Ciudades grandes y moder- nas Ciudades Viej< ricas . , h isto- Vida Noctur-na y Entrete- nimiento (Bares, Clubes, Baile) Paisajes Excepc lonales .. Ir de compras Clima estable/sin cambios bruscos Standaras da higie- ne y limpieza altos Areas montanosas Cocina Local . . . . Seguridad personal aun viajando solo Esquiar en nieve (Montana abajo/Campo traviesa .... Pueblos/pob lados pe- quenos e intaresantes ... Playas para asolearse y nadar Casinos y Juegos da Azar Estac ionamiento para trailer/ Motorhome y lugares para acampar Fastividadas locales tales como fenas, etc Parquas da divarsionas y especial izados Museos y galarias da arte Clima calido y soleado .. Naturaleza/areas naturales apac lbles/tranqui las .... ( ) Personas de la local idad interesantes y amables .. A«nplios espacios abler tos para escapar de las mul- t i tudes Artesanias locales y trabajos manual as (10) (11) (12) (13) (14) (15) (16) (17) (18) (19) (20) (21 ) (22) (23) (24) (25) (26) (27) (28) (29) (30) (31 ) (32) (33) (34) (35) (36) - 13 - IflPORTANTE }MPQ fo?g N TE in£figSkL£ Ltaeast&itiE Actividades al aire libre tales coitio explorar y escalar ^sstaurantes econ ijmicos. . Transports publico tal como aerolinea«, trtnes / sistemas d> transito local Teatro y conciertos Areas de Veraneo Grupos cultural** di^srtn- tes tales comoi esquimales, e mdiom Grupos atnicos di^erentas, tale* como: chinos en Canada, Latinos en Estados Unidos, etc Parquet nacionales y Bosquts Transports econimico en el pais de destino Vanedad de Excursiones cartas gu i adas/Tours .... Ambiente exotico Calida bienvenida a los tunstas Lagos y rios Culturas di-ferentes a la suya Pesca Caza Hoteles de primera clase Asistir a eventos depor- t ivos Edi-ficios y lugares Historicos arqueologicos o- mill tares Tener la oportunidad de ver la -fauna en su ambien- te natural y los pajaros que generalmente no ve . . Oportunidades para incre- mentar su conocimiento .. Local idad de tamano maneja- ble de manera que pueda ver todo lo que quiere ver Deportes acuaticos tales como: Sur-fing, esgui acua- tico, velero acuatico, Buceo Restaurantes de comida rap i da Buena calidad ambiental del aire, agua y tierra . Cruceros de una o mas noches Hospedaje en casa de •familia con desayuno .... 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 37) 38) 39) 40) 41) 42) 4 (43) 4 (44) 4 (45) 4 (46) 4 (47) 4 (48) 4 (49) 4 (50) 4 (51) 4 (52) 4 (53) 4 (54) 4 (55) 56) 57) 58) 59) 60) 61 ) 62) 63) 78) 1 79)0 15a. 15b. 15d. 15e. 15-f. - 1 4- | TARJETA~5~| CA NADA ' ' Ahora me gustaria que pensara acerca de lugares en CANADA, a los que la geite podria ir en sus vacaciones. Cuales son las 5 lugares en CANADA a Jonde la gente podria ir en unas vacaciones? (ANOTAR ABAJO EN EL 0R3EN MENCIONADO) (SONDEAR) Que- otros lugares en CANADA? (SI EL ENTREVESTIDO MENCIONA QUEBEC, SONDEAR SI SE TRATA DE LA PROVINCIA DE QUEBEC LA CIUDAD DE QUEBEC) Miranda este mapa de CANADA, (ENTRESUE EL MAPA DE CANADA) por -favor d i game otros 3 lugares en CANADA a los que la gente podria ir en unas va:aciones? (ENTREGUE EL MAPA Y ANOTE ABAJO EN EL ORDEN MENCIONADO) (SONDEAR) Out otros lugares? Que" lugares en CANADA . ha visitado usted? (SONDEAR). Algun otro lugar? (ANOTE BAJO LA PREGUNTA ISc) (SI EL ENCUESTADO MENCIONA LUGARES NO LISTADOS BAJO LA PREGUNTA 15a 4 15b, ANOTE BAJO "OTROS" - SI EL ENTREVISTADO NJO. HA ESTADO EN CANADA, CIRCULE "A Y SIGA CON PREGUNTA 13f. Y =n qu6 lugares de Canada, ha estado en los ultimos 3 anos, desde Ncviembre de 1987 hasta el dia de hoy? (ANOTE BAJO LA PREGUNTA 13d) . Que cosa de CANADA lo haria recomendarlo a alguien mas, coma destino de vacaciones"' (6) (7) (8) (9) Usted ha mencionado un numero de lugares di-ferentes en CANADA (LEA TCDOS LOS LUGARES MENCIONADOS EN LAS COLUMNAS ISa, 15b Y OTROS) Cual de 6stas lugares estaria usted mas interesado en visitar 6 en volver"' (*NOTE BAJO PREGUNTA 15-f - MAS INTERESADO) Y cual seria su segunda eleccidn (ANOTE BAJO PREGUNTA 15*) - SEGUNDA ELECCION) V cual seria su tercera elecciUn (ANOTE BAJO PREGUNTA 15-f - TERCERA ELECCION). (RECOJA EL MAPA) PREGUNTA 15a 10-11-12 13-14-15 16-17-18 19-20-21 22-23-24 25-26-27 28-29-30 31-32-33 PR- 15c .PR-15d . HA ESTADO , PR- 15-f EN LOS MAS HE ULTIMOS INTE- SEGUNDA TERCER ESTADO 3 AfiOS RESADO ELECCION ELECCION (45) (50) (52) (54) (56) 1 1 1 1 1 NUNCA HE ESTADO EN CANADA ISISA, CgN PREGUNTA t Sf PREGUNTA * 5b 1 6 6 6 6 6 *L 7 S 7 S 7 8 7 8 7 3 8 34-35-36 37-38-39 40-41-42 43-44-45 46-47-48 OTROS (51) 1 (53) 1 (55) 1 (57) 1 16a. En general, que tan interesado estaria en visitar o volver CANADA en los proximo 5 anos? Diria que esta ... (LEER) (58) (59)1 (79)0 13a. Mai Hmm ma Ahora me gustaria que c*. .s* UNIDOS. a los que la gente p ^_- son los 5 lugares en ESTADG5 L unas • acac lones"' (ANCTAR (SONDEAR) Que otros lugares en MENCIONA NUEVA YORK, SONDE AR YORK EL ESTADO DE c 'AKJZTA ca ^e lujares en 1_>TAD0S :n s--is •acaciones. Cuales 'e la qente podr i a i- en I DC; '3 <3 con; AJ'AJT EN rIL ORDEN MENCTQNADO) ESTADOS UN1DGS" (31 EL ENTREVISTADO I SE TRfYT^ DE LA CIUDAD DE NUEVA NUEVA YGRK; SI MENCIONA WASHINGTON, SONDEAR 15b. 15c. 13d. 15*. SI SE TRATA DE WASHINGTON EL KSTADO C EL OTSfRITC DE COLUMBIA) de ESTADOS '_NID3 Mirando este mapa E.E.U.U.) par -favor digame otros los qu« la gente podria ir en una* Y ANOTE ABAJO EN EL ORDEN MENCIONADO) luqares? ENTREGUE EL MAPA DE lugares an ESTADOS UN I DOS a /acacionea? ^ENTREGUE EL MAPA (SONDEAR) Jue otros Que lugares en ESTADOS UNIDOS , na visitado usted'? (SONDEAR). Algun otro lugar? (ANOTE BAJO LA PREGUNTA 15c) (SI EL ENCUESTADO MENCIONA LU6ARES NO LISTADOS BAJO LA PREGUNTA 13a « 15b, ANOTE BAJO 'OTROS" - SI EL ENTREVISTADO NQ_ HA ESTADO EN ESTADOS UNIDOS, CIRCULE "C Y SIGA CON PREGUNTA 15«. Y en que lugares de ESTADOS UNIDOS . anos, desde Noviembre de 19S7 hasta LA PPEGUNTA 15d) . na estado en los ultimos 3 »1 dia de hoy" (ANOTE BAJO Usted ha mencionado un numero de lugares di-ferente* en ESTADOS UNIDOS (LEA TODOS LOS LUGARES MENCIONADOS EN LAS COLUMNA8 15a, 15b Y OTROS) Cual de estos lugares estaria usted mas interesada en visitar 4 en volver? (ANOTE BAJO PREGUNTA 15«.- MAS INTERESADO) Y cual ser i a su aegunda elecci6n SEGUNDA ELECCION) (ANOTE BAJO PREGUNTA 15«) - Y cual sen'a su tercera eleccUn (ANOTE BAJO PREGUNTA 15« - TERCERA ELECCION). (RECOJA EL MAPA) 10-13-12 13-14-15 16-17-18 19-20-21 22-23-24 25-26-27 28-29-30 31-32-33 PREGUNTA 15a PREGUNTA 15a PR- 15c PR-15d HE ESTADO 7*91 1 HA ESTADO EN LOS ULTIMOS 3 AnOS T5T5T PR- 15* MAS INTE- SEGUNDA TERCER RES A DO ELECCION ELECCION (56) 7517 l 75T! PREGUNTA 15b 4 4 4 4 4 5 5 5 3 3 6 6 6 6 6 7 7 7 7 7 S 8 S 8 8 NUNCA HE ESTADO EN E.E.U.U. 13EBUIR CQN Pfl-lStW 34-35-36 37-38-39] 40-41-42 43-44-45 46-47-48 OTROS (51) 1 (53) 1 2 3 4 5 (55) 1 2 3 4 5 (57) 1 2 3 4 3 16a. En general, qu* tan interesada estaria en visitar o volver a ESTADOS UNIDOS en los prdximo 5 anos'' Diria que esta ... (LEER) (CIRCULE SOLO UNO) V2 Muy Interesado (58) . 1 Algo Interesado Nada Interesado 3 (59)2 (79)0 1 5 Tarjeta 6 Cuest. N (2-5) Blancos (6-9 CANADA Me gustan'a qua coaparara CANADA con otroa lugaree dal extranjero qua umtad haya visitado an un viaja da vacacionaa y con aquelloa qua pudiara viaitar an «1 futuro. Aunque algunas parsonaa conoca menos acarca da CANADA qua otraa, todaa tianan imp res i ones da lo qua %mria vacacionar all I. 16b. A con t i nuac l 6n voy a leerie una 1 ista de aspectos que pueden in-fluir en las personas al decidir un lugar en particular como destine para sus, vacaciones. Para cada aspecto que le lea, por •favor di'game si piensa usted que CANADA es. . . (LEA DESF'ACIO) mucho mejor que otros lugares de vacaciones en el extranjero en ese aspecto, un poco mejor que otras partes, igual que otros lugares, no tan bueno . o menos bueno que otros lugares, donde usted puede vacacionar. (MOSTRAR TARJETA 3) COMPARANDO CON QTROS LUGARES CANADA ES.. MUCHO MEJOR MEJOR IGUAL Empazar aqu i I ( ) Variedad de cosas para ver y hacer Restaurantes da alta cali- dad Valor por su~ dinero de vaca- ciones Hospedaje econimico Vida nocturna y entreteni- miento ( bares, clubes, bails) Paisajes Exepcionales Compras Standards de higiene y limpieza altos Seguridad personal aun viajando solo Esquiar en nieva (montana abajo/campo traviesa) Playas para asolearse y nadar. Pestividades locales Parque de Divarsiones y especial i zados Museos y Galerias de Arte ( ) Genta local interesante y amab le Actividades al aire libre tales como explorar y escalar VI NO TAN BUENO P £OP (10) (11 ) (12) (13) 4 5 (14) 4 3 (15) 4 5 (16) (17) (18) (19) 4 5 ^ 4 5 (21 4 5 '22 4 5 '- 1 '2 4 -' s_ Taneta 6 Cuest. N <2-S) d!«ncai (6-9 ESTADOS UNIDOS Hm gustaria qua :oiifarar< ESTADOS UNIDOS con otron lugaree d«l t»tr«njtro qua uttad haya vialtado an un viaje da vacacione* / con aqua lie a u.i* pudiira viaitar an «l fu'.uro. Aunqua algun^a r -jr«on«i conoc« Mnci acarca da ESTADOS UNIDOS qua otrtn, toda* :itntn inpnticnti da lo qua aaria vacacionar all(. 1 6o . A continuacidn »oy a leerle una lista as aspectos qua pueden infljir ifi lis personjis al decidir un lugar an particular cqao destirr ^ar; sua, -.ciciones. Para cada aupecto qua a lea, par fAvr.-- o .j?r.p ^ oiansa tuted que tSTADOS UNIDOS ea. . . (LEA DESrACIO; . riuc^.Q ntijor que otro* lu^a.-es da •acaexonaa an « 1 sxtrarje^o ■- ■"■ s^»e aspecto, un poco major que otraa partes, g gual ■sue ot.-c; lucara*, no tan pueno . o <>zar ruCHO NO TAN *qulj. .^ EJOR M EJCR IGUAL BUENO P£Ofi ( ) Vanedad ae catas para ver y hacer 1 2 3 4 3 Reataurantaa de alta call- dad 1 2 3 4 3 Valor por su dinero de vaca- cionaa 1 2 3 4 5 Hoapedaje aconimico 1 2 3 4 5 Vida nocturna y entreteni- miento < barea, cluoea, bai la) 1 2 3 4 3 Paisa )<** excapc ion a 1 . *• . . . . 1 2 3 4 5 Compra* 1 2 3 4 3 Areaa montaSoeaa 1 2 3 4 5 Seguridad peracnal aun viajando solo 1 2 3 4 3 Eaquiar an nitvi (monta*a abajo/campo traviesa) 1 2 3 4 3 Reataurantaa da comida rApida 1 2 7 4 3 Playaa para asoie.-.rse y nadar 1 2 3 4 3 Caainoa y Juagoa ^e ^zar. .1 2 3 4 ? Parqua da Dt v .rsiones y aapacial l zados 1 2 3 4 3 Museos y Gal arias de Arte 12 3 4 3 ) Genta local intaresante y amable 1 2 3 4 5 Actividades al Aire 1 lore tales como explorar y escalar 1 2 3 4 Disponibi 1 idad de paquetes vacionalea qua incluyan todo 1 2 3 4 S V2 (42 ; (43) (44) (45) l i 8 5 (47) • 1 3 ) (49) (50) (51 ) :52) (53) 54) (55) 5 (78)1 (79)0 COMPARADO CON QTROS LLIGARES ESTADOS UNI DOS cS MUCHO NO TAN M&JOR MEJOR IGUAL BUENO PEOR '.•■ansporta publics 'Ejsn. i#roiin*»», Trenes, Si«t»fna j« Trinjito Local) 1 2 3 4 3 (60) Te*tfo / ccr:itrta» 1 2 3 4 5 !61) Qreas de varanao 1 2 3 4 5 (62) ■^ti'au •»•-. ts* p-:n S.itcos ..1 2 3 4 3 (63) orupo* culturalss unicot c; dit«rtnt»i, taiss ccno jiquim*iei ind:o« 1 2 3 4 5 (64) orupo* culcuraie* uni.co« a di-ftrentif talas como Chinos an Canada, Latinos an lot E.E.U.U 12 3 3 5 (65) Parquaa nacionalaa y boaquaa 1 2 3 4 5(66) Paaca 1 2 3 4 5 (67 ) Caza 12 3 4 5 (68) Hotalaa da primer* data .1 2 3 4 5 (69) Edi-ficios y lugaraa Hi*t)- ricoa, arqueo! igicoa o Mihtarei 12 3 4 5 (70) Oportuniaad da incramantar al conocimunto 1 2 3 4 5 (71) Oportundad par* aacapar da la rucina 1 2 3 4 5 <72) Daportaa Acuatlcoa talaa como Sur-fing, Etqul Acua- tico, Veiear, Bucio, 1 2 3 4 5 (73) Claaa da coaaa sua i\m guata hacar an vacacionaa 1 2 3 4 5 (74) Oportunidad p*ra %mr dm- aafianta y avanturwro .... 1 2 3 4 3 (75) V2 (78)1 H9)£> ■ESTADQS UN I DOS. 1 TARJCTA 7 I 17a. Ahora me gustaria que pensara acerca de lugares en ESTADQS UNIDQS. a los que la gente podria ir en sus vacaciones. Cuales son los 5 lugares en ESTADOS UNIDQS a donde la gente podria ir en unas vacaciones? (ANOTAR ABAJO EN EL ORDEN MENCIQNADO) (SONDEAR) Qu6 otros lugares en ESTADOS UNIDOS 7 £spa«ol. Mujer J a Hoy ...... 7 S V M ! a . . . Q B (17) 1 Moman to Macanica f-'opuia- ... Tu 2 3 4 5 6 7 '"i^.intir.o ...... u ' ! \ J lwlwcSk Coqusta '-^-mbr* da Mundo. ~o»mopol l tan . . . Efc \ quata Aiatomotr 1 z rfuy .nttrtianti Exctio H'jr-jo 21 Producto ....... Tim* 7 *ta NOmaro VtsUn Vogue No la* revistas Otrosi TANTOS MS) 1 2 3 4 3 6 7 S 9 A B (19) 1 2 3 4 3 6 ItyHLL'IMCAR) 21. En eete momento probab lemant* usted ya «a habra dado cuanta qua asta in,«i:ig*cUn as conducida voluntar itmtnti an 'favor dal Gobiar-no da CANADA y E3TAD0S UNIDOS Para qua podamo* uiir sua repuestas ma gustar ( a hacarla algunas prtgunta* gue seran uaadaa soiamente para oroplaitoa astad i at icoa. ^ucrtmoi asagurarla qua sua raspuaatas sa mantendran con» :danc ialmente da 2 manerasi PrimaraManta nmgun nombr* c >rien t i 4 icac i 4n pir^onal eera regietrado, y an sagundo lugar", -sua raapuaataa seran combinadas con aguellas da ot.-oa part icipanta* an la ancueata, antas da aar antragadas a \a% pa trocinadoraa. AHORA TENGO QUE ACERLE ALGUNAS PRE8UNTA8 PARA FI^S ESTADISTICQS D€ CL AS I F I CAC I ON SOCIOECUNOttlCA. Tiena ustad -famiiiares cercano* viviendo an. (CIRCULE UNO PCR PAIS) Canada Entadoa Unidoi . . (PAIS) *nzr*7 si nq 1 2 (23) 1 2 (24) 22a. Peneando en 'od^s los miambroa dm >u nogar. Cuantoa da alloo ■on menorse da 18 a*oa? (CKCULE BOLAHENTE UNO) ■~>as (25) 22b. Incluy*ndose ustad. Cuantoa tienan 18 aflos o mas (CIRCULE UNO SOLAMENTE) 6 maa (26) 22c. Son todos los miembrcs de sj no^a- ramiliares, o no? (27) Si I No 2 Hogar de un solo miembra. 3 22d. Cual es »u estado civiP (CIRCULE UNO SOLA«ENTE) (28) Soltero 1 PASE A P-22* Casado 2 Viviendo Junto* 3 Di vorc lados/Separados ... 4 PASE A P-22F. 22s. Su pareja trabaja -fuera de la casa? (29) Tiempo Compltto 1 Medio Tiempo 2 No trabaja 3 22f. Cual es su edad? (ANOTE EL NUMERO) "~r3"0T"T3"ll~"" A " os 22g. Cual es su ocupacUn , es decir, que class de trabajo hace? (ESCRIBA) (32) 22h. Cual es el nivel mas alto de educaciJn que ha completado? 133) Algo de Pr imar la/Pr imar ia completa 1 Algo de Secundaria/Secundaria completa ... 2 Algo de Ticnica Comerc ial /T*cnica Comercial completa 3 Algo de Un l versidad/Un i vers idad completa ... 4 22i. Es usted el que mas ingrssos aporta al hogar? (34) Si 1 No 2 22j. Mirando esta tarjeta (MOSTRAR TARJETA DE INGRESOS) en donde se ubicari'an sus ingresos -familiares al mes. Dfgame solo la letra? IN6RESOS FA MILIARES AL MES (36) K) MEMOS DE 20.000,00 BS 1 J) 20.001 - 40.000,00 BS 2 X) 40.001 - 60.000,00 BS 3 M) 60.001 - 100.000,00 BS 4 Q) 100.001 -150.000,00 BS 5 H)130.001 -200.000,00 BS 6 B)MAS de 200.000,00 BS 7 2 1 - i!2k. Pueds leer, escrtbir o hablar FRANCES (CIRCULE TANT03 COMO SEA NECESARIO) Y/0 INGLES 221 Liar Esc rib l r Hablar Ninguno de Estos Anota el Sexo? Mascul ino Femtn ino FRANCES (37) 1 2 3 4 (39) 1 INSLES ' (38) 1 2 3 4 (40) (41) 23a. Ahora para ■finalizar, quisiera hacerle algunas priguntas, acerca de otros mimmbrom dm la faeilia, que vivan en cit« hogar y que hayan tornado un viaje en los ultimos 3 jnoi o podrfan tomar un viaje en lo* priximos 2 anos? Pr imeramente, d i game por -favor, la edad y el sexo de cada uno de los miembros de este hogar, mayores de 18 a?,os excluyendose usted. 23b. Hasta donde llegan sus conoc imientos, en los ultimos 3 anos, ha (sexo) , de (edad) tornado un viaje coitio el que se describe en este tarjeta (MOSTRAR MAPA) (CIRCULAR POR CADA ADULTO) . 23c. Pensando en los viajes que estas persona* podrfan tomar en los prtximos 2 anos, cuan probable es que (sexo), de (adad) haga un viaje, como el descrito en esta tarjeta (MOSTRAR MAPA) en los priximos 2 anos. Diria usted que... def in i t i vamente hara tal viaje, muy probab lemente hara tal viaje, es algo probable que lo hara, puede que lo haga o puede que no o, de-f in i t ivamente no hara tal viaje? PREG-23* P* 56 - 23 fe Ultiooc PRE6-23C. £d«d (48) (49) Sexo 3 anos Ho^tirt n^ASL Si. No Defini- Muy pro- tivaaen- babie- Pueda Algo que 1 1 >roba- pueda 3UJLJ2S profc fell. Defini- tivaaen- il Q2_ No Sabe X5 3 ) (54) 1 (58) (59) : (63) (64) (68) (69) (73) (74) 1 (So) 1 2 (51)1 (52) (55) 1 2 (56) 1 2 1 (60)1 2 (61) 1 2 1 (65) 1 2 (66) 1 2 (70) 1 2 (71) 1 2 (75) l 2 (76) l 2 6 . (57) 6 (62) 6 (67) 6 (72) b (77) Itotai El nujsere de persona* en pregunta 23a, debe) ser persona* en pregunta 22b. ••nor al n fr —ro de (79)0 - 22 - CLASE SOCIAL (40) A/B 1 C 2 D 3 E 4 CIUDAD (ID Caracas 1 Maracaibo 2 Maracay 3 Valencia 4 Barqu l s lemto 3 Pto. La Cruz/Barcilona .... 6 San Cr- i at Aba 1 7 NOMBRE: DIRECCION: AVENIDA/CALLE/CALLEJON: EDIFICIO/CASA/QUINTA No. URBANIZACION/BARRIOj ENTREVISTADORi SUPERVISORt CON QUI EN HABLO EL SUPERVISORi TELF. FECHAi FECHAi Hago conttar y mm rttpoaabi 1 izo qua la priMnti tntrtvlita *u* h*cha ptraonalMntt an la diracci«n indicada y con la paraona indicada an la clasi-f icaciln, y qua las raspuastas ion axactaaanta las dadas por al antravlstado. NOHBRE ENTREVISTADOR FIRMA SUPERVISOR FIRtW EfTTREVISTADOR < 3 8 < a O ■o O 3 o I o Q 4> •i r ,E • i! 12 B . s z lu 0) 1- o < n. Id UI O < 0l 0) I -J UI a < 2 < O o o QC UI £ z id UI H en V) H ;z UI UI < UI (1. o * § UI ir s QC O C/7 O O UI o -1 < it o o 0. < a. I f I I T A R J E T A "ft" ESTADQS UNtDOS Qncluyendo Alaska, Excluyendo a Hawaii) CANADA MEXICO AMERICA DEL SUR ANTILLAS /CARIBE CUROPA CERCANO/MEDIQ ORIENTE (Incluyendo Arabia Saudi fea, Israel Etc.) AFRICA ASIA (Incluyendo India, Jap6n, China, Indonesia, Filipinas, Etc.) HAWAII, GUAM SAMOA OTRQS PAISES DEL PACIFICO DEL SUR AUTRALIA/NUEVA ZELANDIA TftR JE Tfl "B' Visxta a ami.gps o familiargs es un viaje cuyo propdsita principal es visitar y estar elgun tiempo con amigos o -familiares. Viaje de Turismo es un viaje en carro, autobus o tren a trav£s de areas de? bellos paisajes, de interns general o cultural. donde usted puede hacer campras, visitar mu5f?os, dis-frutar de entretenimiento cenar, asistir a conciertos, o simplemente recorrer a dis-frutar da la ciudad. Up viaje a un lugar al aire libre es un viaje : a an lugar natural, donde usted toms parte a.n act i vidade>=; tales como acampar, cazar, pescar, escalar a cansismo. Un viaje de vacaciones de verano es un viaje a .n lugar donde una variedad de actividades tales cona playas. Sky, golf, tenis, etc. estan disponibi if 5 c&rc* o en el sitio de veraneo. Un viaje a una exhibiciAn. evento especial, pa. rgi.ng de diveysiongs es un viaje realLcarfj? princ ipalmen te con el Propdsito de visitar un parque de diveroicnes a atraccionas, una exhibicifin o un evento ©special tal como una ,:op<* mundial. Una e>;posici6n o loo jucgos oli'mpicjs. Un crucero es un viaje en barco donde usted dis'fruta de todas la«s actividades del barca y dt2 las puntos donde se p lani *f icaran parada=, durante el viaje. Un v i aje que comb in 6 neqocios v placer <=s un via:o cuya propfisito principal as alg&n neaocio ,»erti usted tcmo algun tiempo para dis-frutar. T A R J E T A "C AVION TREN AUTOBUS ENTRE CIUDADES TRANSPORTS PUBLICO DENTRO DE LAS CIUDADES (Autobus, Metro, Tranvfa, Exciuyendo Taxis) BARCO AUTO RENTADO AUTO PRIVADQ r.^MppR n vFHTnii n df recreo (Motor Home) OTROS mBBElOa EABlklABEl QL OH K) MEN08 DE 20.000,00 B8. J) 20.001 - 40.000,00 B8. X) 40.001 - 60.000,00 B8. M) 60.001 - 100.000,00 B8. Q) 100.001 -130. 000, 00 B8. H) ISO. 001 -200.000,00 88. B)MA8 da 200 000,00 B8. APPENDIX III DEFINITION OF U.S. 1 1 CENSUS DIVISIONS AND 8TRAVEL REGIONS Pleasure Travel Markets to North America - Venezuela 1990 11 CENSUS DIVISIONS West North Central Iowa Kansas Minnesota Missouri Nebraska North Dakota South Dakota East South Central Alabama Kentucky Mississippi Tennessee New England Connecticut Maine Massachusetts New Hampshire Rhode Island Vermont Middle Atlantic New Jersey New York Pennsylvania East North Central Illinois Indiana Michigan Ohio Wisconsin West South Central Arkansas Louisiana Oklahoma Texas Mountain Arizona Colorado Idaho Montana Nevada New Mexico Utah Wyoming Pacific Alaska California Oregon Washington Pacific Islands Guam Hawaii U.S. Trust Territories Atlantic Islands Puerto Rico U.S. Virgin Islands South Atlantic Delaware Washington, D.C. Florida Georgia Maryland North Carolina South Carolina Virginia West Virginia Pleasure Travel Markets to North America -Venezuela 1990 8TRAVEL REGIONS Travel South Alabama Arkansas Florida Kentucky Louisiana Mississippi North Carolina South Carolina Tennessee Virginia Visit U.S. West Alaska Arizona California Nevada Oregon Washington New England Connecticut Maine Massachusetts New Hampshire Rhode Island Vermont Old West Trail Foundation Montana Nebraska North Dakota South Dakota Wyoming America's Heartland Arkansas Kansas Louisiana Missouri Oklahoma Texas Foremost West Arizona Colorado New Mexico Utah Wyoming George Washington Country Delaware Maryland Pennsylvania Virginia Washington, D.C. West Virginia Great Lakes Illinois Indiana Iowa Michigan Minnesota Ohio Wisconsin •■■ .Pleasure Travel Markets to North America -Venezuela 1990 APPENDIX IV 95% STATISTICAL CONFIDENCE LEVELS Pleasure Travel Markets to North America - Venezuela 1 ffO on LU U < cc < \- */> en 1— L_ l_ cu -0 !— fO ■D c fa +-> en en a; 01 r I (0 +-< l_ 0) c i_ a> CU "O E E c u X f0 O > a» > _cu s in a> cu LU Q. X er- O in in o in ^ in OOO in O in en vo OOO O^ V- 8 s in o in rM r- LU ^ VP r~ 00 cc LU If* m 5? CM 000 O r" 00 cc O s? 00 Li *" a» 5g t* 00 Org in O in a* L. ovo m Or* ,5 «-S£ ^oioo^tdtri^tsf^'cncocd «^LnoonnOLOooono , troT--Ln rooSf^vouiw^t^rnrnfNfN inr^<— <— inomcn^oooorsi rNiooisidirtiri^mforoNfN ino<^r v >o^oo^ornoovD'— cm »— cr> <— lot— vDrsicninmoo ONUil/i^^fffirONNNr' m 1/1 m ^ r- 00 m a> r<> m t- fv oi^in'^^mmrsinjcsirvi*- vooCT>ooooLnor^inr— ct^lo C30 (X>^j : '>i : rofrjnor\ifvirsi»— t— r^Lfi , ^ : norn(rirsir\irsi»— «— *- ^^•frJorirorsifNrsifNJ'— *- t— m^vo<— r^mrsiooouo'vfr-; vD^ffrJoorsirsirsirvi'— «- <— 1— voo^rMOOinmooovo^roo in'frJprJrvirsirsifN*-»-«-«— t— oo^rsioP^LO^-fNT-oo fN fN fN (N r^ r- r- r-r-°9 BJ^^JfO'-COOIN ^ ^ ,_: ^ ^ a> w ^ 00 00 en 000000000000 LnomoLoooooooo "O CU cu a 2 75 a; > °£ d; -t-> 2d fO LO >fN 5 M_ cu o E cu +-> N 5 'en a» cu 5a ££ .E o > 00 > fO en _Q CU > 3^ — s o o cu CU cu ^^'^ m fO O a>-o^ _C cu ° Si? "O c _cu JQ CO o~- CU VD 5«* .!^ CU 00 c »" cu cu c._: 4) Oo^ ^u_ 00 en • LO fO^O CU C+l E ^^~ cu & — O 03 — +-• i_ ^^cv z cu^ S^c > c CU cu CU v JX. > £= o CT^ cu N cu c cu > u v. cu E < -C tr o cu k_ cu > ra i_ (- cu 1— D en fO CU APPENDIX V HOWTO INTERPRET A DISCRIMINANT MAP Plp^<;nrp Tr^vpl M^rkpK tn Nnrth America - WpnP7Upla 19Q0 Note: In the following description of how to interpret a discriminant map, Exhibit 54 in this report will be used as an example to illustrate some of the points discussed. The purpose of this discriminant map is to provide a visual summary of the ways in which the segment groups differ from each other. It identifies the extent to which specific attributes differentiate or discriminate the segment groups. On the map, attributes appear as lines radiating from the center of the map, whereas segment groups appear as points on the map. The positions of the groups on the map reflect the differences among them. Basically, groups which are closer together on a discriminant map are more similar to each other than groups which are further apart. The length and direction of the lines representing the attributes are also an important consideration. The length of a line is directly proportional to the "discriminating power" of the attribute in question. For example, the attribute "prefer others to do organizing" is represented by a relatively long line because the variation in the ratings of the segment groups on this attribute were quite large. On the other hand, the attribute "like prearranged travel" is represented by a relatively short line because there was much less variation in the segment group ratings on this attribute. The direction of the line relative to other lines reflects the degree of association between the attributes in question. For example, the attributes "prefer others to do organizing" and "travel arrangements are such a bother" point in the same direction. Therefore, travelers who prefer others to make their travel plans forthem do not like making plans themselves. Attributes pointing in opposite directions to each other are also highly correlated, except in a negative sense. Attributes which appear at right angles to each other are uncorrelated. To determine the relative importance of the attributes to each of the groups, the positions of the groups relative to the attribute lines are considered. For example, consider an imaginary line on the left side of the map which is perpendicular to the attribute "usually buy vacation packages". By sweeping this perpendicular to the right through the map (always maintaining its perpendicular orientation) the line initially encounters the point representing the Affirmed Package group. Continuing this sweep it next encounters the Guarded Package group and then the Independent group followed lastly by the Reluctant group. The order in which the groups are encountered is important because it gives the rank order of the mean ratings of each group on that particular attribute. With the attribute "usually buy vacation packages" it is apparent that package travelers would rate this as more important than independent travelers. When interpreting a discriminant map it should be remembered that the map is only a summary, and it therefore does not represent all the information present in the data. Pleasure Travel Markets to North America - Venezuela 1990 APPENDIX VI MAP OF VENEZUELA Pleasure Travel Markets to North America - Venezuela 1990 MJOOOVW 1,60 " TO "D D .O k_ TO CO TO ".p p I CD ^ TO g> '■»-• c < a 3 O 0) ■D m TO k_ +-> c o LU O a: O to h- z *r cr: O LU Q m I- o LU DC < I— CO LU cr: i— LU Z> O OU un ixi o; ■fr U.S. GOVERNMENT PRINTING OFFICE: 1992— 311-89 6' 4 5 5 ^ T0F % **rEso** AOOOOlVUfM