Travel activities and motivations survey — Canadian travel market

Participatory Historical Activities While on Trips of One or More Nights

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A Profile Report — November 25, 2007
Executive summary

Over the last two years, 5.0% (1,232,788) of adult Canadians took part in a participatory historical activity while on an out-of-town, overnight trip of one or more nights. An interpretive program at a historic site or at a national or provincial park (3.6%) was the most common activity followed by a curatorial tour (1.0%), an archaeological dig (0.7%) and a historical re-enactment (0.3%). Taking part in a participatory historical activity while on trips was the 18th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Of those who participated in historical activities, 20.2% (248,418) reported that this activity was the main reason for taking at least one trip.

Relative to the average Canadian Pleasure Traveler, those who took part in participatory historical activities were more often female (55.0%) and over-represented among those 35 to 44 years of age. They were the fourth most likely of the 21 culture and entertainment activity types to have a university degree (42.3%) and report the sixth highest average household income ($80,197). They are slightly over-represented in Saskatchewan, British Columbia, Alberta and Quebec.

Those who took part in a participatory historical activity were frequent domestic travelers. They were most likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (94.1%), the 3rd most likely to have traveled to an adjacent province or region (61.0%) and the second most likely to have visited a non-adjacent province or region (44.9%) in the past two years. However, their out-of-country travel is average to below-average. They were the 18th most likely to have visited the United States (58.9%), the 8th most likely to have visited Mexico (16.5%) and the 17th most likely to have taken a trip to the Caribbean (16.1%).

This segment is very active in both culture and entertainment activities and in outdoor activities while on trips. They were at least twice as likely as the average Canadian Pleasure Traveler to have taken part in other experiential, educational activities (e.g., aboriginal cultural experiences, agro-tourism) and frequently attend live art performances (e.g., high arts, live theatre). They are also very active in nature-oriented activities (e.g., wildlife viewing, hiking, climbing and paddling) and fitness-oriented activities. They prefer trips that offer novelty and learning opportunities.

Those who participated in historical activities are among the most frequent users of the Internet to plan (74.0%) and book (51.3%) travel. They avidly consume travel media and may also be effectively targeted through nature-oriented magazines, science and nature television programs and news and current events media.