Travel activities and motivations survey - U.S. travel market

Engaging in Participatory Historical Activitie While on Trips of One or More Nights

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A Profile Report — August 27, 2007
Executive summary

Over the last two years, 3.0% (6,693,506) of adult Americans engaged in participatory historical activities while on an out-of-town, overnight trip of one or more nights. Participating in an interpretive program at a historic site or park (2.1%) was the most popular activity, followed by taking a curatorial tour (0.8%) and participating in a historical re-enactment as an actor (0.6%). 27.8% (1,862,476) of those who took part in a participatory historical activity reported that this activity was the main reason for taking at least one trip in the past two years.

Relative to the average U.S. Pleasure Traveler, those who took part in participatory historical activities while on trips tend to be older (63.1% 45 years of age or older), married and without dependent children living at home. They are generally well-educated and have above-average household incomes ($80,934). They are overrepresented in Alaska and the Pacific region of the United States.

This activity segment was more than twice as likely as the average U.S. Pleasure Traveler to have taken a trip to Canada (32.8% versus 14.6%) and the most likely of the 20 culture and entertainment segments to have visited Canada. The most common Canadian destinations were Ontario, British Columbia and Quebec, however, they are highly over-represented among U.S. visitors to all Canadian provinces and territories. This makes this segment a prime target market for Canadian tourism initiatives.

Travelers who engaged in participatory historical activities were active in a wide range of culture and entertainment activities while on trips, and especially those offering an opportunity to learn (e.g., aboriginal cultural experiences, archaeological sites & digs, visits to historical sites, museums and art galleries). They were also very active in outdoor activities and exhibited particular interest in activities which allowed them to experience nature (e.g., wildlife viewing, hiking, climbing and paddling). They were also much more likely than average to have stayed in accommodations in wilderness settings (e.g., lodge, campsite) or at inns or resorts that offer fine cuisine. They were at least twice as likely as the average U.S. Pleasure Traveler to have taken most types of tours and cruises, and were especially likely to have taken multi-location tours and wilderness tours. They prefer vacations that are intellectually stimulating, culturally distinctive and that provide opportunities to learn.

The majority of those who took part in participatory historical activities have used the Internet to plan (77.0%) and book (53.7%) travel in the past two years. They are avid consumers of travel-related media and can also be targeted effectively through city and regional magazines, radio stations that play classical music and history and natural science television programs and magazines.