American Visitors to Canada: A Study in Market Segmentation

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Abstract
A methodology for determining activity packages and the socioeconomic status of their patrons is described in this article. This methodology is applied in an analy sis of United States visitors to Canada. Using factor analysis, four market segments are developed: sightseeing, commercial recreation, water-oriented activities, and outdoor living. The socioeconomic attributes of participants in each segment are then determined. The potential of using these activity packages for marketing rec reational opportunities and designing new vacation packages is suggested.

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