Post on 23-Mar-2018
Travel Activities & Motivation Survey
Interest inHealth Spas
Profile Report
December, 2001TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Table of ContentsExecutive Summary iiBackground 1Health Spa Interest Index: Construction 2Canada versus United States 3Canada: By Province 4United States: By Region 5By Demographics 6By Market Segment 8Travel in Canada 10Intentions to Travel to Canada in Next Two Years 13General Vacation Experiences Sought 14Outdoor Activities Sought 15Cultural and Entertainment Activities Sought 16Accommodation-Related Activities Sought 17Day and Overnight Touring Activities Sought 18Sources of Information Consulted to Plan Vacations 19Interest in New Tourism Products 21Media Index for Print Media 23Media Index for Television Programs 24By Percent of Internet Usage 25Destination Image Mapping 26Overall Market Potential 29
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
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Travel Activities & Motivation SurveyPrepared by:
Lang Research Inc.…on behalf of…
Atlantic Tourism PartnershipCanadian Tourism Commission
Department of Canadian HeritageGreater Toronto Hotel Association
Manitoba Ministry of Industry, Trade & TourismNorthern Ontario Heritage Fund
Ontario Casino CorporationOntario Ministry of Agriculture, Food & Rural Affairs
Ontario Ministry of Tourism, Culture & RecreationOntario Tourism Marketing Partnership
Parks CanadaSaskatchewan Tourism Authority
Tourism B.C.Tourism Toronto
Yukon Government Department of Tourism
ISBN-Print: 0-7794-2504-9ISBN-Internet: 0-7794-2505-7
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
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Interest in Health Spas- Executive Summary -
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
American travellers were 66.7% more likely to have visited a health spa while travelling during the past two years than Canadians, and 61.2% more likely to express an interest in visiting a health spa during the next two years. Clearly, American travellers exhibit a greater interest in this sort of vacation experience than Canadian travellers. In Canada, those from Saskatchewan were the most likely to have visited a health spa while U.S. health spa, visitors were most often from New England and the Pacific/Hawaii regions.
Canadian women were 47% more likely to have visited a health spa during the past two years, and twice as likely as men to be interested in visiting a health spa during the next two years. By contrast, gender differences were almost non-existent in the United States. However, in both Canada and the United States, Affluent Mature Singles were the most likely to have visited a health spa while travelling during the past two years, while Affluent Young Singles were also frequent spa visitors in the United States (but not Canada). Overall, the level of formal education and household income were only weakly associated with health spa visits or interest in health spas.
Individuals who have visited a health spa while travelling during the past two years were more likely to have sought personal indulgence vacation experiences (e.g., fine dining, night life), and to a lesser extent, exploratory vacation experiences (e.g. visiting historical sites, natural sites, museums and art galleries) and opportunities to participate in a hobby or sport while on vacation. They were also very active in a wide variety of outdoor activities (especially sailing, windsurfing or scuba diving, jogging, and work outs at a fitness centre),suggesting that they are generally in excellent physical condition and interested in energetic, strenuous outdoor pursuits. Individuals who visit a health spa during the past two years while travelling were also frequent participants in a wide variety of cultural and entertainment pursuits, and in particular, high arts performances (e.g., ballet, live theatre, opera) and professional sporting events.
Those who visited a health spa during the past two years clearly exhibited a keen interest in unusual accommodation-related vacation experiences. For example, relative to the overall travel market, spa visitors were 151% more likely to have stayed at a bed and breakfast;254% more likely to have stayed at a ski resort during the summer; 396% more likely to have stayed at a guest farm or working farm;780% more likely to have stayed at a gourmet restaurant with accommodations; 1,133% more likely to have stayed at a cooking school;and 1,371% more likely to have stayed at a wine tasting school. They were also much more likely to have taken day and night tours while travelling, and exhibited considerable interest in a wide array of new tourism attractions. These relationships suggest that health spa visitors tend to seek novel and unusual vacation experiences. Consistent with this hypothesis, they were very active consumers of most print publications associated with travel and tourism, and frequently used the Internet as an information source to plan their trips.
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TAMS: Interest in Health Spas Profile Report
Page 5
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
BackgroundAn association of Canadian tourism ministries and organizations have collaborated to conduct two large-scale surveys to assess the travel activities and motivators of pleasure travel among Canadians and Americans. This survey, known as the Travel Activities & Motivation Survey (TAMS), represents the comprehensive assessment of travel behaviour and motivators, and provides a rich and authoritative database by which to develop marketing strategies and travel products to attract visitors to Canada and Ontario. A series of analyses are being conducted using the TAMS database to explore the travel patterns of the marketplace, as well as the factors which motivate travel behaviour. The TAMS database consists of a telephone survey and a self-completed mailback survey. The survey was conducted in Canada and the United States between September 27, 1999 to April 16, 2000. The telephone survey was completed by 28,397 individuals in the United States and by 18,385 individuals in Canada. Respondents were selected randomly within the household. Persons participating in the telephone survey who had travelled in the past two years or expressed interest in travel in the next two years were asked to complete a mailback questionnaire. Overall, 40,271 qualified for the mailback questionnaire. Of these 11,892 (29.5%) returned usable questionnaires. The response rate was higher in Canada with 5,490 (35.2%) returning the questionnaire while 6,405 (26.0%) of the U.S. respondents returned the questionnaire. The current study examines interest in vacations at health spas. The database was used to identify sectors of the market that had stayed in a health spa during the past two years or expressed an interest in staying in a health spa over the course of the next two years. This report provides the demographic profile, Canadian travel activities, Canadian travel intentions, vacation experiences sought during the past two years, vacation activities participated in during the past two years, media consumption habits, information sources consulted to plan brief and longer vacations and impressions of Canada and Ontario relative to the interest shown in health spas. This report also provides an overall market potential of each segment of the market to identify those segments that offer the best potential for marketing, advertising and promotional activities designed to promote Canada’s and Ontario’s health spas.
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Health Spa Interest Index:Construction of the Index
The TAMS mailback survey contained two items specifically associated with stays at a health spa:
� Whether the respondent had stayed at a health spa during the past two years� Whether the respondent was likely to stay at a health spa during the next two years
Based on the responses to these two questions the TAMS respondents were classified into three groups:
� Not Interested: Has neither stayed at a health spa during the last two years nor plans to stay at a health spa over the course of the next two years
� Interested: Has not stayed at a health spa during the last two years, but plans to stay at a health spa over the course of the next two years
� Visited: Has stayed at a health spa during the last two years (regardless of their interest in staying in a health spa during the next two years)
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health Spas
Canada versus United StatesBase: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years
85.2%
91.0%
10.8%
4.0%
6.7%
2.4%
75%
80%
85%
90%
95%
100%
United StatesCanada
VisitedInterestedNot Interested
American travellers were 66.7% more likely to have visited a health spa while
travelling during the past two years than Canadians. Among those not
visiting a spa, Americans were 61.2% more likely to express an interest in visiting a health spa during the next
two years than Canadians. Clearly this sort of vacation experience is more
appealing to American travellers than to Canadian travellers.
Population: 470 853
Population: 1 314 463
Population: 17 853 160
Population: 6 851 321
Population: 18 498 566
Population: 145 933 135
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasCanada: By Province
Base: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years
2%
2%
2%
2%
8%
3%
3%
6%
8%
5%
3%
8%
7%
6%
10%
6%
5%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Newfoundland
Prince Edward Island
Nova Scotia
New Brunswick
Quebec
Ontario
Manitoba
Saskatchewan
Alberta
British Columbia
VisitedInterested
Those from Saskatchewan were significantly more likely to have visited a health spa while travelling during the past two years. They were also more likely to express an interest in visiting a health spa during the next two years. The reason for
this above average interest in health spas in Saskatchewan is not know.
Those from the Atlantic Provinces were the least likely to have visited a health spa while on a trip during the past two years. This latter finding may reflect the relative absence of health spas within the Atlantic
Region.
Province of Residence
Small sample warning for P.E.I. n=11
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasUnited States: By Region
Base: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years
3%
3%
2%
5%
8%
3%
3%
5%
11%
16%
11%
9%
7%
12%
9%
11%
9%
5%
0% 5% 10% 15% 20% 25%
South Atlantic
East South Central
West South Central
Mountain
Pacific /Hawaii
West North Central
East North Central
Middle Atlantic
New England
VisitedInterested
In the United States, the residents of New England and the Pacific/Hawaii Region were the most likely to have visited a health spa while travelling during the past two years. On the other hand, those from the South Atlantic were the most likely to
express an interest in visiting a health spa during the next two years.
Region of Residence
Maine, Connecticut, Massachusetts, Rhode Island, Vermont
Wisconsin, Illinois, Michigan, Ohio, Indiana
New Mexico, Arizona, Utah, Colorado, Nevada, Idaho, Wyoming, Montana
Alabama, Mississippi, Tennessee, Kentucky
California, Hawaii, Oregon, Washington, Alaska
Pennsylvania, New York, New Jersey
Florida, Georgia, North Carolina, South Carolina
Texas, Oklahoma,Arkansas, Louisiana
Kansas, Nebraska, South Dakota, Missouri, Iowa, Minnesota
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasBy Demographics: Canada
Base: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years
2%
3%
2%
2%
2%
2%
2%
3%
3%
2%
2%
3%
3%
4%
2%
2%
3%
4%9%10%
10%7%
6%4%
7%
3%6%
7%7%
7%7%6%
7%
1%
0% 2% 4% 6% 8% 10% 12% 14%
Male
Female
Young Singles
Young Couples
Young Families
Mature Families
Mature Couples
Mature Singles
Senior Couples
Senior Singles
High School/Trade School
University/College
Advanced University Degree
Undefined
Less than $40K
$40K to $80K
$80K Plus
VisitedInterested
In Canada, women were 47% more likely to have visited a health spa during the
past two years, and twice as likely as men to be interested in visiting a health spa
during the next two years.While there was relatively little variation
by age in the incidence of health spa visits, the level of interest in visiting a
health spa (among non-visitors) decreased as the age of the respondent increased.
One exception to this trend was observed among mature singles who exhibited an
above average interest in health spas relative to their same age peers.
Overall, the levels of formal education and household income were only weakly
associated with health spa visits or interest in health spas.
Technical NoteSee Appendix One for a description of each of the lifecycle stages.
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasBy Demographics: United States
Base: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years
4%
4%
6%
6%
4%
2%
3%
4%
2%
3%
3%
5%
6%
4%
3%
4%
7%
10%
12%
18%
19%
10%
10%
8%
13%
3%
3%
11%
11%
9%
9%
12%
10%
12%
0% 5% 10% 15% 20% 25% 30%
Male
Female
Young Singles
Young Couples
Young Families
Mature Families
Mature Couples
Mature Singles
Senior Couples
Senior Singles
High School/Trade School
University/College
Advanced University Degree
Undefined
Less than $40K
$40K to $80K
$80K Plus
VisitedInterested
The demographic profile of American travellers visiting or interested in visiting
health spas was similar to that of Canadians in so far as visits and interest declined with age (with the exception of the Mature Singles).
However, the gender differences observed in Canada were much less evident among
American travellers, and there was a stronger association between the level of education
and household income and the likelihood that a health spa was visited while travelling
during the past two years among Americans.
Technical NoteSee Appendix One for a description of each of the lifecycle stages.
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasBy Market Segment: Canada
Base: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years
2%
2%
2%
3%
2%
3%
6%
2%
2%
3%
3%
1%
10%
10%
9%
5%
8%
7%
7%
3%
8%
6%
3%
1%
0% 5% 10% 15%
Affluent Young Singles
Affluent Young Couples
Young Mainstream Market
Affluent Families
Mainstream Young Families
Mainstream Mature Families
Affluent Mature Singles
Mainstream Mature Couples
Mainstream Mature Singles
Affluent Mature & Senior Couples
Mainstream Senior Couples
Affluent & Mainstream Senior Singles
VisitedInterested
In terms of the market segments (see technical notes) in Canada,
Affluent Mature Singles were the most likely to have visited a
health spa during the past two years. On the other hand, interest in visiting a health spa (among those who had not visited) was highest among young affluent
travellers (Affluent Young Singles, Affluent Young
Couples) while the Mainstream Mature and Senior Couples, as well as Senior Singles, were the least likely to exhibit interest.
Technical NoteThe market segments used in
this analysis have been derived using the OTMP
tracking database. See Appendix Two for a
description of each of these segments.
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasBy Market Segment: United States
Base: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years
8%
7%
5%
7%
4%
2%
8%
2%
2%
6%
2%
3%
18%
15%
19%
11%
11%
10%
14%
8%
11%
11%
3%
3%
0% 5% 10% 15% 20% 25% 30%
Affluent Young Singles
Affluent Young Couples
Young Mainstream Market
Affluent Families
Mainstream Young Families
Mainstream Mature Families
Affluent Mature Singles
Mainstream Mature Couples
Mainstream Mature Singles
Affluent Mature & Senior Couples
Mainstream Senior Couples
Affluent & Mainstream Senior Singles
VisitedInterested
The pattern observed in the United States was similar to that observed in Canada with the Affluent Mature Singles the most likely to
have visited a health spa. However, the incidence of spa visits among the Affluent
Young Singles and Affluent Young Couples was generally higher in the U.S. than in
Canada. Overall, the prime markets for health spas in both Canada and the United States
tend to be affluent and single.
Technical NoteThe market segments used in this analysis
have been derived using the OTMP tracking database. See Appendix Two for a
description of each of these segments.
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
3%
4%
4%
10%
6%
11%
9%
2%
0% 10% 20%
No DomesticTrips
Took DomesticTrip
No Trips fromU.S. to Canada
Took Trip fromU.S. to Canada
VisitedInterested
Interest in Health SpasBy Trips in Canada in Last Two Years: Canada versus United States
Base: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years
Canadian travellers who did not travel domestically during the past two years were slightly more likely to express an interest in visiting a health spa during
the next two years than Canadians who travel domestically. This suggests that health spas may be an effective method by which to convince Canadians who do not travel domestically to travel within
their own country.There was little difference in spa visits
or interest in health spas among American travellers who visited Canada
and American travellers who did not.
United States
Canada
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasInterest By Province Travelled To: Canada
Base: Percent of population (18 plus) who travelled to a province during the last two years
In Canada, individuals visiting or interested in visiting health spas were slightly more likely to have travelled
in Manitoba, Saskatchewan or Alberta during the past two years, and
somewhat less likely to have travelled in the Atlantic Region of Canada.
Provincial Destination2%
2%
2%
1%
2%
3%
3%
5%
4%
4%
2%
5%
5%
5%
4%
7%
6%
8%
8%
6%
5%
9%
0% 2% 4% 6% 8% 10% 12% 14%
Newfoundland/Labrador
Prince Edward Island
Nova Scotia
New Brunswick
Quebec
Ontario
Manitoba
Saskatchewan
Alberta
British Columbia
Yukon
NWT/Nunavut
VisitedInterested
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasInterest By Province Travelled To: United States
Base: Percent of population (18 plus) who travelled to a province during the last two years
Americans who had visited Saskatchewan during the past two years
were more likely to have visited a health spa than those visiting other provinces. This pattern is consistent with the high incidence of spa visits
manifested by Saskatchewan residents during the past two years. American visitors to Newfoundland/Labrador, Quebec and Manitoba were the most
likely to exhibit an interest in visiting a health spa during the next two years.
This suggests that these provinces might benefit most by promoting their
spas.
8%
7%
5%
6%
5%
4%
5%
11%
5%
5%
12%
6%
4%
5%
12%
9%
14%
7%
7%
8%
6%
8%
0% 5% 10% 15% 20% 25%
Newfoundland/Labrador
Prince Edward Island
Nova Scotia
New Brunswick
Quebec
Ontario
Manitoba
Saskatchewan
Alberta
British Columbia
Yukon
NWT/ Nunavut
VisitedInterested
Provincial Destination
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
73%
74%
70%
23%
20%
16%
9%
13%
9%
24%
24%
21%
0% 20% 40% 60% 80% 100%
Visited
Interested inVisiting
Not Interested
Visited
Interested inVisiting
Not Interested
Very LikelyFairly Likely
Interest in Health SpasIntentions to Travel in Canada in Next Two Years
Base: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years
The relationship between health spa visits/interest and Canadian
travel expectations during the next two years was quite weak in both
Canada and the United States.
Canada
United States
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
-0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00
Exploration
Personal Indulgence
Romance & Relaxation
Sports & Learning
Socialization
VisitedInterestedNot Interested
Interest in Health SpasGeneral Vacation Experiences Sought
during Pleasure Travel in the Past Two YearsBase: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)
Individuals who have visited a health spa while travelling during the past two years were more likely to have sought personal indulgence vacation experiences (e.g., fine dining, night life). They were also
more likely to have sought out exploration vacation experiences (e.g. visiting historical sites, natural sites, museums and art galleries) and
to have participated in a hobby or sport while on vacation. Those who were interested in visiting a health spa during the next two years
were also more likely to have sought personal indulgence vacation experiences during the past two years. This group also sought out
opportunities to socialize with family and friends (a reflection of the age of those with an interest to visit health spas). The promotion of health spa based vacations should emphasize the opportunities for pampering in combination with opportunities to experience culture
and entertainment.
Technical NoteThis analysis is based on a factor analysis of the vacation experiences sought
during the past two years. See Appendix Three for a description of the individual items associated with each of these factor scores. The factor scores for each
dimension are determined by the weighted sum of all items. The weight for each item is determined by how much the item is correlated with the overall factor score. Factor scores are standardized with an average of “0” and a standard
deviation of “1”. A value of “0” means that the travellers in the group exhibited an average tendency to pursue a given vacation experience. Progressively more positive values indicate that the travellers in the group were progressively more
likely to have pursued the vacation experience. Progressively more negative values indicate that the travellers within the group were progressively less likely
to have pursued the vacation experience.
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
-0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00
Team Sports
Natural Sight-seeing
Swimming & Sunbathing
Golfing
Hunting
Canoeing, Kayaking & Hiking
Fishing
Motorcycling
Extreme Sports
Fitness
Skiing
Snowmobiling
Biking
Skating
Extreme Winter Sports
Sailing, Wind Surfing & Scuba
Natural Phenomena
VisitedInterestedNot Interested
Interest in Health SpasOutdoor Activities Sought
during Pleasure Travel in Past Two YearsBase: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)
Those who had visited a health spa during the past two years were very active in a wide variety of outdoor activities.
Relative to other travellers, health spa visitors were especially likely to have gone sailing, windsurfing or scuba diving;
worked out at a fitness centre or jogged; participated in team sports; or taken part in an extreme sport (e.g., rock climbing).
This suggests that health spa enthusiasts are generally in excellent physical condition and interested in energetic, strenuous outdoor pursuits. Those who are interested in
visiting a health spa were also likely to have participated in team sports and to have worked out in a fitness centre or
jogged, but to a lesser degree than actual spa visitors.
Technical NoteThis analysis is based on a factor analysis of the outdoor vacation activities sought during the past two years. See Appendix Four for a description of the individual items associated with each of these factor scores. The factor scores
for each dimension is determined by the weighted sum of all items determined by how much any given item is correlated with the overall factor score. Factor scores are standardized with an average of “0” and a standard
deviation of “1”. A value of “0” means that the travellers in the group exhibited an average tendency to pursue a given vacation experience.
Progressively more positive values indicate that the travellers in the group were progressively more likely to have pursued the vacation experience. Progressively more negative values indicate that the travellers within the
group were progressively less likely to have pursued the vacation experience.
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasCultural and Entertainment Activities Soughtduring Pleasure Travel in Past Two Years
Base: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)
-0.20 0.00 0.20 0.40 0.60 0.80 1.00
Shopping and Dining
Museums, Art & Historical Sites
High Arts
Theme Parks
Professional Sports
Zoos, Acquariums & Planetariums
Agricultural & Local Fairs
Concerts, Carnivals & Festivals
Aboriginal Cultural Experiences
Gardens & Natural Attractions
Cultural Festivals
International Sporting Events
Casino Gambling & Horse Racing
Rodeos & Auto Racing
French Canadian Cultural Experiences
VisitedInterestedNot Interested
Individuals who visit a health spa during the past two years while travelling were also frequent participants in a wide variety
of cultural and entertainment pursuits. Relative to others, theywere especially likely to have attended high arts performances
(ballet, live theatre, opera) and professional sporting events, but they also manifest above average participation rates in all fifteen
types of cultural and entertainment pursuits examined in the TAMS research. Those who expressed an interest in visiting a health spa were also above average participants in most culture and entertainment pursuits, but in most instances, much less so
than spa visitors (shopping and dining being the sole exception).
Technical NoteThis analysis is based on a factor analysis of the culture and entertainment vacation activities sought during the past two years. See Appendix Five for a description of the individual items associated with each of these factor scores. The factor
scores for each dimension is determined by the weighted sum of all items determined by how much any given item is
correlated with the overall factor score. Factor scores are standardized with an average of “0” and a standard deviation of “1”. A value of “0” means that the travellers in the group
exhibited an average tendency to pursue a given vacation experience. Progressively more positive values indicate that the travellers in the group were progressively more likely to have pursued the vacation experience. Progressively more negative values indicate that the travellers within the group were progressively less likely to have pursued the vacation
experience.
TAMS: Interest in Health Spas Profile Report
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TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasAccommodation-Related Activities Sought
during Pleasure Travel in the Past Two YearsBase: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)
Technical NoteThis analysis is based on a factor analysis of the accommodation-
related activities sought during the past two years. See Appendix Six for a description of the individual items associated with each of these
factor scores. The factor scores for each dimension is determined by the weighted sum of all items determined by how much any given item is correlated with the overall factor score. Factor scores are standardized with an average of “0” and a standard deviation of “1”. A value of “0” means that the travellers in the group exhibited an average tendency to pursue a given vacation experience. Progressively more positive values indicate that the travellers in the group were progressively more likely to have pursued the vacation experience. Progressively more negative values indicate that the travellers within the group were progressively
less likely to have pursued the vacation experience.
-0.40 0.00 0.40 0.80 1.20 1.60 2.00 2.40 2.80 3.20
Camping in PublicGrounds orWilderness
Cooking or Wine-tasting School
Lakeside orWilderness Lodge
Remote Fly-in Lodge or Outpost
Ski Resort
Seaside Resort
B&B, Spa orGourmet Restaurant
VisitedInterestedNot Interested
Those who visited a health spa during the past two years clearly exhibited a keen interest in unusual accommodation-related vacation experiences. For example, relative to the overall travel market, spa visitors were 151% more likely to have stayed at a bed and breakfast, 254% more likely to have stayed at a ski resort during the summer and
65% more likely to have stayed in a wilderness lodge. In terms of the more exotic accommodation-related activities, health spa visitors were 396% more likely to have
stayed at a guest farm or working farm, 780% more likely to have stayed at a gourmet restaurant with accommodations, 1,133% more likely to have stayed at a cooking school and 1,371% more likely to have stayed at a wine tasting school. These patterns were not
evident among those who only expressed an interest in visiting a health spa over the course of the next two years. The relationship between health spa visits and visits to
other atypical accommodations suggest that cross-selling spas to visitors of these other types of accommodations is likely to be highly effective.
TAMS: Interest in Health Spas Profile Report
Page 22
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasDay and Overnight Touring Activities Sought in Past Two YearsBase: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)
-0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00
Guided Tours ofCountry or City
Winery Tours
Touring by PersonalVehicle
Great Lake Boat &Submarine Cruise
Boat & Train DayTours
Scenic Day Tours byAir
Ocean Cruises
VisitedInterestedNot Interested
Technical NoteThis analysis is based on a factor analysis of the overnight tours
taken during the past two years. See Appendix Seven for a description of the individual items associated with each of these factor scores. The factor scores for each dimension is determined by the weighted sum of all items determined by how much any
given item is correlated with the overall factor score. Factor scores are standardized with an average of “0” and a standard deviation
of “1”. A value of “0” means that the travellers in the group exhibited an average tendency to pursue a given vacation
experience. Progressively more positive values indicate that thetravellers in the group were progressively more likely to have pursued the vacation experience. Progressively more negative
values indicate that the travellers within the group were progressively less likely to have pursued the vacation experience.
Those who visited a health spa while travelling during the past two years were also likely to have taken a
number of day and overnight tours. Relative to other travellers, they were especially likely to have taken a Great Lakes or submarine cruise, but were also more
likely to have taken a winery tour, a guided tour of the country or city, a boat or train day tour, or a scenic day tour by air. This again reflects the interest of health spa
visitors in unusual vacation experiences and suggests that packaging health spa visits with exotic tours may be
effective for this market. Note that touring activity levels were much lower among those who only expressed an
interest in visiting a health spa during the next two years.
TAMS: Interest in Health Spas Profile Report
Page 23
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasSources of Information Consulted to Plan Brief Vacations
Base: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)
0% 10% 20% 30% 40% 50% 60% 70% 80%
Past Experience/Been There Before
Advice of Friends or Relatives
Internet/World Wide Web
A Travel Agent
Articles in Newspapers or Magazines
An Airline's Reservation System
An Auto Club Such as CAA or AAA
Advertisements in Newspapers or Magazines
Travel Information Offices Including Printed Materials
Travel Information You Received in the Mail
Travel Guides Such as Fodor's or Michelin
Programs on Television
Advertisements onTelevision
Visits to Trade/Travel/Sportsmen's Shows
Other Mentions
VisitedInterestedNot Interested
Those who have visited a health spa while travelling during the past two years tend to consult a wide array of information sources when planning brief vacations.
Although past experiences and the advice of friends or relatives were the most
frequently consulted information sources, health spa visitors were frequent users of the Internet, travel agents, and articles in newspapers or magazines. Relative to the average traveller, spa visitors were also more likely to use printed information
obtained from travel offices and information received in the mail to plan brief vacations. Those with an interest in visiting a spa during the next two years
tend to consult similar sources of information, but to a lesser degree than spa visitors. Overall, spa visitors appear
to be more likely to actively seek out information to plan their brief vacations
than the average traveller.
TAMS: Interest in Health Spas Profile Report
Page 24
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasSources of Information Consulted to Plan Longer Vacations
Base: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)
0% 10% 20% 30% 40% 50% 60%
Past Experience/Been There Before
Advice of Friends or Relatives
A Travel Agent
Internet/World Wide Web
An Airline's Reservation System
An Auto Club Such as CAA or AAA
Articles in Newspapers or Magazines
Travel Information Offices Including Printed Materials
Advertisements in Newspapers or Magazines
Travel Information You Received in the Mail
Travel Guides Such as Fodor's or Michelin
Programs on Television
Advertisements on Television
Visits to Trade/Travel/Sportsmen's Shows
Other Mentions
VisitedInterestedNot Interested
Those who have visited a health spa while travelling during the past two years also
consulted a broad array of information sources to plan their longer vacations. Relative to the
average traveller, they were especially likely to have consulted a travel agent, used the Internet,
consulted airline reservation systems, and to have employed print materials (newspaper and
magazine articles, travel guides, direct mail) and television (programs, advertising) to plan longer vacations. Those who were interested in visiting
a health spa during the next two years also tended to consult a wider array of information sources than the average traveller, but to a lesser degree
than spa visitors. Once again, this pattern suggests that health spa visitors actively seek out information to help plan their vacation pursuits.
TAMS: Interest in Health Spas Profile Report
Page 25
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasInterest in New Tourism Products (Part One of Two)
By Percent Stating Attraction Would Make Them “A Lot More Interested” in Taking a Trip to Ontario Base: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)
44%
42%
36%
27%
24%
28%
19%
32%
42%
44%
38%
27%
25%
24%
21%
28%
35%
28%
28%
20%
18%
18%
18%
16%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Overnight Train Tours through Natural Terrain
Cruises on the Great Lakes (One or More Nights)
Game Parks or Game Preserves or WildlifeViewing Areas
A Science and Technology Theme Park Such asEpcot
An Aboriginal Attraction Such as the IndianMuseum
A Garden Attraction Such as Cypress Gardens orTivoli Park
A Heritage Attraction with HistoricalReconstructions or Reenactments
A Movie Theme Park Such as Universal Studiosor MGM
VisitedInterestedNot interested
Respondents were asked whether each of the sixteen new tourism attractions would
make them “A Lot More Interested” in taking a trip to Ontario. Relative to the
average traveller, health spa visitors exhibited greater interest in seven of the eight more popular tourism attractions. They exhibited particular interest in an
overnight train tour through natural terrain, a Great Lake cruise, a games preserve with
wildlife viewing areas and theme parks. Those with an interest in visiting a health spa also exhibited above interest in most of the proposed new tourism attractions. Overall, this pattern of results reflects the
interest of spa visitors in unusual and novel vacation experiences.
TAMS: Interest in Health Spas Profile Report
Page 26
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasInterest in New Tourism Products (Part Two of Two)
By Percent Stating Attraction Would Make Them “A Lot More Interested” in Taking a Trip to Ontario Base: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)
23%
25%
30%
24%
11%
21%
20%
16%
32%
28%
29%
31%
17%
17%
15%
10%
14%
14%
14%
12%
11%
8%
7%
7%
0% 10% 20% 30% 40%
A Cultural Festival Such as Mardi Gras
A Children-oriented Amusement Park Suchas Disneyland
A Wine Region Such as Napa Valley or Côted'Or in France
A Musical Festival Such as the JazzFestival in Montreal
A Forestry or Mining Attraction Such asMine Tours
A Film Festival Such as the Cannes FilmFestival
A Musical Attraction Such as the Rock 'nRoll Musuem, etc.
World Class Trophy Fishing Tournaments
VisitedInterestedNot interested
Those who had visited a health spa during the past two years also exhibited increase interest
in seven of the eight less popular tourism packages. Relative to other travellers, they were especially likely to exhibit interest in
winery tours, cultural, film and jazz festivals, a musical attraction and child-oriented amusement parks such as Disneyland.
Individuals interested in visiting a health spa were especially interested in a cultural
festival such as Mardi Gras and a musical festival such as the Jazz Festival in Montreal– reflecting the relative youthfulness of this
sector of the market.
TAMS: Interest in Health Spas Profile Report
Page 27
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasMedia Index for Print Media: Canada and United States
By Percent Reading Each Type of Publication in General Market,among Those with an Interest in Health Spas
Base: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)
Technical NoteThe Media Index is computed by dividing the percent within
each segment routinely reading each publication by the percent in the total market who routinely reads each
publication. A score of 1.0 means that readership is the same as the total market. Index values above 1.0 indicate that the readership is above average while index values below 1.0 indicate that readership is below average. For example, an index value of 1.2 means that persons very interested in
downhill skiing and snowboarding were 20% more likely to read a particular publication than the general adult population.
1.06
1.23
1.08
1.23
1.02
1.25
1.46
1.22
1.22
1.06
1.25
1.22
1.83
0.96
0.98
1.00
0.98
0.96
0.93
1.27
1.13
1.04
1.21
1.13
1.15
1.41
1.31
1.01
Daily Newspaper
Travel Section of Daily Newspaper
Weekend Edition of Newspaper
Travel Section of Weekend Newspaper
Community Newspaper
Other Newspapers
Travel Magazines Such as Condé Nast
National Geographic
Sports Magzines Such as Sports Illustrated
Hobby Magazines Such as Gardening
News Magazines Such as Time or Newsweek
Fashion/Homemaking Magazines Such as Vogue
General Interest or City Life Magazines (New Yorker)
Other Magazines
VisitedInterested
Media indexing for various types of print media (see Technical Note below) suggests that visitors of health spas were more likely to read general
interest or city life magazines (e.g., New Yorker). They were also above average readers of travel
magazines, sports magazines and news magazines. Individuals who expressed an interest in visiting a health spa during the next two years were above
average readers of fashion or homemaking magazines (e.g., Vogue) as well as “Other
Newspapers” and sports magazines. Generally, travel magazines and newspapers, as well as
lifestyle magazines, would appear to be the most efficient way by which to reach health spa visitors.
TAMS: Interest in Health Spas Profile Report
Page 28
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasMedia Index for Television Programs: Canada and United States
By Percent Watching Each Type of Television Program in General Market,among Those with an Interest in Health Spas
Base: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)
0.99
0.90
1.00
1.04
1.03
1.16
1.16
1.20
0.87
1.05
0.94
1.00
1.08
0.95
0.88
0.99
1.11
1.06
0.99
1.06
0.99
1.01
0.94
1.11
Movies Shown on Television
Nature Shows
Early Evening News Shows
Professional Sports Events
Evening Situation Comedies
Evening Drama
Late Evening News Shows
News Magazine Shows
Instructional or Hobby Shows
Morning News Shows
Other Television Programs
Daytime Television during Weekdays
VisitedInterested
Health spa visitors were slightly more frequent viewers of news magazine shows and late evening news and
drama programming. However, given the keen interest in travel related print
material exhibited by health spa visitors, television is not
recommended as the most efficient media channel by which to
communicate with this market.
Technical NoteThe Media Index is computed by dividing the percent within each segment routinely watching each show by the percent in the total market who routinely watches
each show. A score of 1.0 means that viewership is the same as the total market. Index values above 1.0 indicate that the viewership is above average while index values below 1.0 indicate that viewership is below average. For example, an index value of 1.2 means that persons very interested in the news were 20% more likely to watch a
particular show than the general adult population.
TAMS: Interest in Health Spas Profile Report
Page 29
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasBy Percent of Internet Usage for Researching or Booking at Least One Trip
Base: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)
66%
58%
53%
29%
23%
18%
Visited
Interested
Not Interested
Visited
Interested
Not Interested
Those who had visited a health spa during the past two years were much more likely
to use the Internet as an information source and to have booked trips using the Internet. This reflects the fact that interest in health spas is higher among younger travellers,
who are among the more frequent users of the Internet. The Internet is clearly an important communication channel by
which to reach this target market.
ResearchUsing Internet
(Any Topic)
Booked TripUsing Internet(Last Two Years)
TAMS: Interest in Health Spas Profile Report
Page 30
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Destination Image Mapping- Technical Explanation -
Destination Offers Opportunities forNature & Outdoor Activities ---->D
estin
atio
n O
ffers
Opp
ortu
nitie
sfo
rC
ultu
ral&
Ente
rtai
nmen
tAct
iviti
es --
-->
Cultural &Entertainment Activities
Only
Neither Cultural/ Entertainment nor
Nature/Outdoor Activities
Nature & Outdoor Activities Only
Cultural/Entertainment and
Nature/Outdoor Activities
Respondents were asked to assess the image of Canada and Ontario on a ten point rating scale for 25 image attributes. These ratings were factor analyzed to identify general image dimensions upon which Canada and Ontario
were evaluated (see Appendix Eight for more details). The values of Canada and Ontario were plotted on a destination map to indicate the positioning of Canada for each type of respondent. If Canada or Ontario is found in the upper left quadrant it is considered to offer excellence opportunities to experience cultural and entertainment
activities, but less likely to provide opportunities to experience nature or participate in outdoor activities. If Canada or Ontario is found in the lower right quadrant, it is considered to offer excellent opportunities to experience nature
and participate in outdoor activities, but fewer opportunities for cultural experiences or entertainment. When Canada or Ontario is found in upper right quadrant, it is perceived as a hybrid destination offering opportunities for both
nature/outdoor experiences and cultural/entertainment experiences. On the other hand, when Canada or Ontario is found in the lower left quadrant, it is either not well known or has weak imagery on both image dimensions.
HybridDestination
UndefinedDestination
TAMS: Interest in Health Spas Profile Report
Page 31
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasCanadian Vacation Imagery: Canada and United States
Base: Total population (18 plus) who travelled in last two years and able to rate Canada on one plus attributes, Canada & U.S. (mailback survey). Circle size denotes size of the market
Destination Offers Opportunities for Nature & Outdoor Activities ---->
Des
tinat
ion
Offe
rs O
ppor
tuni
ties
for
Cul
tura
l & E
nter
tain
men
t Act
iviti
es---
->
VisitedHealth Spa:American
HybridDestination
UndefinedDestination
Not Interestedin Health Spas:
Canadians
Visited Health Spa:Canadians
Interestin Health Spas:
Americans
Not Interestedin Health Spas:
Americans
Interestin Health Spa:
Canadians
Canadians tend to view Canada as a destination that offers greater opportunities to experience culture and
entertainment than as a destination which offers opportunities to experience nature and participate in outdoor activities. This impression of Canada was
unrelated to the traveller’s interest or visits to health spas. On the other hand, Americans who have visited a
health spa, or are interested in visiting a health spa,tended to have a much more favourable impression of
Canada as a destination offering culture and entertainment than those who did not visit or exhibit an
interest in visiting a health spa. This suggests that Americans with an interest in health spas may be more
familiar with Canada as a vacation destination than those without such an interest.
TAMS: Interest in Health Spas Profile Report
Page 32
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Ontario Vacation Imagery: Canada and United StatesBy Interest in Downhill Skiing and Snowboarding
Base: Total population (18 plus) who travelled in last two years and able to rate Canada on one plus attributes, Canada & U.S. (mailback survey). Circle size denotes size of the market
Destination Offers Opportunities for Nature & Outdoor Activities ---->
HybridDestination
UndefinedDestination
Des
tinat
ion
Offe
rs O
ppor
tuni
ties
for
Cul
tura
l & E
nter
tain
men
t Act
iviti
es --
-->
Canadians viewed Ontario as a destination which primarily offers opportunities to experience
culture and entertainment rather than the opportunities for nature and outdoor activities.
This impression was unrelated to health spa visits or interest in visiting health spas. On the other
hand, Americans who have visited or were interested in visiting health spas had a much more favourable impression of Ontario as a
cultural and entertainment destination than those without such an interest. American impressions
of Ontario and Canada were quite similar,suggesting that Ontario does not possess a
distinctive positioning relative to Canada as a travel destination.
Interestin Health Spas:
CanadiansVisited
Health Spa: Canadians
Not Interestedin Health Spas:
Canadians
Interestin Health Spas:
Americans
Not Interestedin Health Spas:
Americans
VisitedHealth Spa:
American
TAMS: Interest in Health Spas Profile Report
Page 33
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasOverall Market Potential: Canada
By Likelihood of Travel within Canada (Indexed)Base: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years
0.35
0.37
0.32
0.31
0.27
0.28
0.48
0.16
0.24
0.27
0.11
0.11
Affluent Young Singles
Affluent Young Couples
Young Mainstream Market
Affluent Families
Mainstream Young Families
Mainstream Mature Families
Affluent Mature Singles
Mainstream Mature Couples
Mainstream Mature Singles
Affluent Mature & Senior Couples
Mainstream Senior Couples
Affluent & Mainstream Senior Singles
The Overall Market Potential Index is constructed to identify those segments
which are most likely to be responsive to marketing, advertising and promotional initiatives designed to promote Canada’s health spas. This Index indicates that in
Canada, the Affluent Mature Singles represent the prime target market for such
initiatives. Affluent Young Singles and Affluent Young Couples represent
important secondary target markets for health spa promotional activity.
Technical NoteThe Overall Market Potential Index is computed
by multiplying the percent who exhibit an interest in health spa vacation products and the
percent likely to take a trip in Canada during the next two years. This index is standardized such
that values above 1.0 reflect above average market potential, and values below 1.0 reflect
below average market potential.
TAMS: Interest in Health Spas Profile Report
Page 34
TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey
Interest in Health SpasOverall Market Potential: United States
By Likelihood of Travel To Canada (Indexed)Base: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years
0.90
0.79
0.64
0.62
0.33
0.29
0.84
0.26
0.28
0.78
0.16
0.15
Affluent Young Singles
Affluent Young Couples
Young Mainstream Market
Affluent Families
Mainstream Young Families
Mainstream Mature Families
Affluent Mature Singles
Mainstream Mature Couples
Mainstream Mature Singles
Affluent Mature & Senior Couples
Mainstream Senior Couples
Affluent & Mainstream Senior Singles
The Overall Market Potential Index for the United States shows a similar pattern
as that observed for Canada. In the United States, the Affluent Young
Singles and the Affluent Mature Singles represent the most important target groups for health spa promotional
activities. However Affluent Couples and Affluent Mature and Senior Couples are
also important secondary markets and likely to be responsive to such initiatives.
Technical NoteThe Overall Market Potential Index is computed by multiplying the percent who exhibit an interest in
health spa vacation products and the percent likely to take a trip in Canada during the next two years. This
index is standardized such that values above 1.0 reflect above average market potential, and values below 1.0 reflect below average market potential.