Travel activities and motivations survey — Canadian travel market

Culture and Entertainment Activities While on Trips of One or More Nights

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Overview Report

February 29, 2008

Executive Summary

Over the last two years, 69.9% (17,323,113) of adult Canadians participated in a culture and entertainment activity while on an out-of-town pleasure trip of one or more nights. This represents 93.9% of the Canadian Pleasure Travelers (i.e., those who took at least one pleasure trip in the past two years). As the number of culture and entertainment activity types participated in increased, travelers were more likely to be female, younger, and better-educated and to have higher household incomes. They also tended to be over-represented among the residents of Alberta, British Columbia and Saskatchewan.

Travel and the Number of Culture and Entertainment Activities

There was a strong association between the number of culture and entertainment activity types participated in and the incidence of visiting Canadian and out-of-country destinations in the past two years. Those who participated in a larger number of culture and entertainment activities were especially likely to have visited Alberta and British Columbia.

Those who participated in a greater number of culture and entertainment activities while on trips were also more likely to have participated in outdoor activities while traveling. This association is especially strong for resort-based activities (e.g., sailing and surfing) as well as exercising and jogging, horseback riding and wildlife viewing. The association between the number of culture and entertainment activity types participated in while on trips and participation in outdoor activities is weaker for sportsman activities (e.g., fishing, hunting) and motorized recreational activities (e.g., snowmobiling). These latter activities are more commonly pursued by those from smaller towns and rural areas where culture and entertainment activities are less readily available. Those who participated in a larger number of culture and entertainment activities were more likely to have stayed in resorts and lodges that specialize in fine cuisine. There is also a positive association between the number of culture and entertainment activities participated in while on trips and the likelihood that various tours and cruises were taken in the last two years. The strongest association is observed for organized tours, city tours and multi-location, self-guided tours, which are tours likely to have taken place in larger urban centers where many culture and entertainment activities are available.

Travelers who were more active in culture and entertainment activities are likely to prefer vacations that offer novelty (e.g., seeing or doing something new and different) and intellectual stimulation (e.g., enriching your perspective on life, gaining knowledge of the history and culture of a destination, stimulating your mind). They are also more likely to consider it important that a destination has a distinct culture, lots of things for adults to see and do, direct access by air and great shopping opportunities.

Conversely, travelers who were less active in culture and entertainment activities are more likely to look for destinations that are conveniently accessible by car, have a familiar culture and language, have lots of activities for children to see and do, offer camping facilities and that have relatives living nearby.

The use of the Internet for planning and booking trips increases with the number of culture and entertainment activities pursued while on trips. 73.8% of those who participated in eleven or more culture and entertainment activities while on trips used the Internet to plan or book travel compared to only 29.2% of those who did not participate in culture and entertainment activities while traveling.