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

Visiting Theme Parks and Exhibits While on Trips of One or More Nights

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A Profile Report — June 29, 2007
Executive summary

Over the last two years, 29.1% (7,221,5Over the last two years, 37.8% (83,501,751) of adult Americans visited theme parks and exhibits while on an out-of-town, overnight trip of one or more nights. An amusement park (26.0%) was visited most often, followed by a zoo (15.7%), an aquarium (15.7%), a water theme park (9.6%), a movie theme park (5.4%) and a wax museum (3.2%). 47.0% (39,285,999) of those who visited a theme park or exhibit reported that this activity was the main reason for taking at least one trip in the past two years.

Theme Park and Exhibit Visitors are typically 18 to 44 years of age. Most are married and they are more likely than the average U.S. Pleasure Traveler to have dependent children (under 18) living at home. Their level of education (60.8% university or higher) and household incomes ($78,940) are slightly above-average. They are slightly over-represented in Alaska and the South Atlantic, Middle Atlantic and East South Central regions of the United States and slightly less likely to live in rural areas or smaller towns.

Theme Park and Exhibit Visitors were slightly more likely to have taken a trip to Canada than the average U.S. Pleasure Traveler (16.7% versus 14.6%), however, this segment is not a prime target group for Canadian tourism activities. The most common Canadian destinations were Ontario, British Columbia and Quebec.

Theme Park and Exhibit Visitors are family-oriented in terms of their trip activities and vacation preferences. When on trips, Theme Park and Exhibit Visitors were more likely than the average U.S. Pleasure Traveler to have visited exhibits (e.g., science & technology exhibits, garden theme attractions) and to have participated in family-friendly outdoor activities (e.g., games & individual sports, team sports, cycling, horseback riding). They tend to value relaxing vacations (e.g., get a break from their day-to-day environment, relax & relieve stress) and prefer vacations that enrich family relationships and offer lots of things to see and do for both adults and children.

Most Theme Park and Exhibit Visitors frequently use the Internet to plan trips (77.7%) and to book at least part of a trip online (56.6%). They are more likely than the average U.S. Pleasure Traveler to obtain information and purchase tickets from the websites of attractions and exhibits. Their media preferences reflect their family-orientation and especially in terms of magazines read (e.g., family & parenting magazines). The majority visit travel-related websites and read the travel section of weekend newspapers. They are also more likely than the average U.S. Pleasure Traveler to obtain travel information from television shows and television advertising.