Travel activities and motivations survey — Canadian travel market

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

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A Profile Report — November 6, 2007
Executive summary

Over the last two years, 29.1% (7,221,537) of adult Canadians visited a theme park or exhibit while on an out-of-town, overnight trip of one or more nights. An amusement park (16.1%), a zoo (12.5%) and an aquarium (10.2%) were visited most often on trips. A water theme park (8.0%) was next most popular followed by an entertainment farm (4.9%), a movie theme park (2.7%) and a wax museum (2.7%). Visiting theme parks and exhibits while on trips was the third most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Among those who visited theme parks and exhibits, 34.2% (2,468,951) reported that this activity was the main reason for taking at least one trip.

Relative to the average Canadian Pleasure Traveler, Theme Park and Exhibit Visitors are over-represented among young families. The majority are married and between the ages of 18 to 44. Their level of education (32.8% have a university degree) and household incomes ($77,092) are somewhat above-average.

The travel activities of those who visited theme parks and exhibits are below-average relative to the other culture and entertainment activity types. They were the 17th most likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (88.9%), the 16th most likely to have traveled to an adjacent province or region (53.9%) and the 19th most likely to have visited a non-adjacent province or region (34.8%). Their out-of-country travel is also below-average. They were the 13th most likely to have visited the United States (59.1%) and the 18th most likely to have visited Mexico (14.4%) and the Caribbean (15.9%).

Theme Park and Exhibit Visitors pursue active, family-oriented trips. They were more likely than the average Canadian Pleasure Traveler to have visited a wide variety of theme attractions while traveling (e.g. science and technology exhibits, garden theme attractions). They were also more likely to participate in family-oriented activities (e.g., wildlife viewing, sports and games) as well as a variety of sports and physically strenuous activities (e.g., downhill skiing and snowboarding, team sports). They seek vacations that are relaxing, offer lots to see and do for both adults and children and provide opportunities to enrich family relationships.

Relative to the other culture and entertainment activity types, those who visited theme parks and exhibits are average users of the Internet to plan (69.2%) and book (45.1%) trips. However, they are more likely than others to purchase tickets from the websites of specific attractions. This segment may be most effectively targeted through popular television and music media as well as parenting magazines.