Segmentation of a Recreational Fishing Market: A Canonical Analysis of Fishing Attributes and Party Composition

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Abstract
Information concerning the benefits derived from a particular recreational experience, such as fishing, can be used in planning and evaluating recreation projects. The author suggests a numerical procedure—canonical correlation analysis—for determining the relationships between certain characteristics of an actual fishing trip and a set of valued fishing trip attributes. These statistical relationships can be used to segment demand for specific fishing experiences, and thus allow both public and private decision makers to better understand the behavior, needs, and expectations of groups of recreational participants.