Multi-dimensional segmentation of the Canadian pleasure travel market

Abstract

The Canadian Tourism Attitude and Motivation Study was set up in 1982 with the objective of developing an understanding of the Canadian travel market. This article describes how the population was sampled and the data classified according to three broad criteria relating to the types of pleasure trip chosen by individuals. From the resultant three-dimensional matrix 42 valid segments were isolated permitting a detailed breakdown of the Canadian tourist population. The data may now be used as an aid to marketing either by selecting appropriate segments for a particular product, or by extracting for further analysis a subsample showing a common characteristic vital to the user.