Travel activities and motivations survey — Canadian travel market

Hunting While on Trips of One or More Nights

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A Profile Report — October 14, 2007
Executive summary

Over the last two years, 3.5% (869,255) of adult Canadians went hunting while on an out-of-town, overnight trip of one or more nights. Of those who went hunting, 74.0% (643,154) reported that hunting was the main reason for taking at least one trip. Hunting was the outdoor activity type most often cited as the main reason for taking a trip.

Hunters are more often male (76%) than is found in any other outdoor activity type. They are predominantly 35 to 54 years old (the second oldest of the 21 segments) and married. Their household income ($72,789) is the second lowest of the 21 outdoor activity types and they are the least likely to have post-secondary education. They are over-represented in the Atlantic Provinces, Saskatchewan, Manitoba and Quebec.

Relative to the other 21 outdoor activity types, Hunters are primarily domestic travelers. They were the least likely of the 21 outdoor activity types to have traveled to the United States (37.1%) and second least likely to have traveled to the Caribbean (13.5%) and Mexico (11.4%) during the past two years. Almost all of them took a trip within Canada (98.8%) and especially within their own province / region (93.0%) or to an adjacent province / region (54.6%). They were especially over-represented among visitors to the Northwest Territories, the Yukon and Newfoundland/Labrador.

Most Hunters went fishing, boating and swimming while on trips. Relative to the average Canadian Pleasure Traveler, Hunters were also much more active in both motorized recreational activities (e.g., snowmobiling and ATVing) and wilderness activities. They were less likely than the average Canadian Pleasure Traveler to participate in most culture and entertainment activities while traveling, although they exhibit above-average interest in rural-based, outdoor attractions (e.g., agro-tourism), sporting events (e.g., professional sporting), wilderness tours and air tours. Hunters were also much more likely than the average Canadian Pleasure Traveler to stay in camping areas and remote wilderness lodges. They are more likely than most Canadian Pleasure Travelers to seek vacations that have no fixed schedule and offer solitude and isolation.

Hunters were the least likely of the 21 outdoor activity types to use the Internet to plan (42.2%) or book trips (23.2%) in the past two years. They were more likely to rely on their past experience and word-of-mouth for travel planning. However, Hunters can be best reached through country music radio stations, outdoor and sports magazines, automobile and cycle magazines and sports-related media.