Travel activities and motivations survey — U.S. Travel Market

Culture and Entertainment Activities While on Trips of One or More Nights

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Overview Report

September 22, 2007
Executive summary

Over the last two years, 73.2% (163,188,817) of adult Americans participated in a culture and entertainment activity while on an out-of-town, overnight trip of one or more nights. Among U.S. Pleasure Travelers3, 92.5% participated in at least one culture and entertainment activity while on a trip during the past two years. U.S. Pleasure Travelers are much more likely to have participated in a greater number of culture and entertainment activities (10.0 culture and entertainment activities on average) than in outdoor activities (3.6 outdoor activities on average).

The number of culture and entertainment activities participated in while on trips tends to increase as the population of the area increases, with travelers from larger cities more likely to have participated in a greater number of culture and entertainment activities. As the number of culture and entertainment activities increases, respondents are progressively more likely to be married, better educated and to have higher household incomes. This pattern is consistent with the fact that the level of activity on trips (for both outdoor and for culture and entertainment activities) increases as the affluence of the traveler increases. This suggests that advertising directed at more affluent households is likely to attract more active travelers.