Travel activities and motivations survey — Canadian travel market

Visiting Science and Technology Exhibits While on Trips of One or More Nights

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A Profile Report — November 5, 2007
Executive summary

Over the last two years, 17.2% (4,266,161) of adult Canadians visited a science and technology exhibit while on an out-of-town, overnight trip of one or more nights. IMAX movie theatres (8.7%) were visited most often followed by science and technology museums (7.6%), science and technology theme parks (5.1%), children's museums (2.7%) and planetariums (2.4%). Visiting a science or technology exhibit while on trips was the 8th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Those who visited a science and technology exhibit usually did not consider this the main reason for taking the trip.

Relative to the average Canadian Pleasure Traveler, Science and Technology Exhibit Visitors are over-represented among mature families (with teenaged children). They are more likely than the average Canadian Pleasure Traveler to have a university degree (38.8%) and their household incomes ($78,116) are above-average. They are well-represented across all provinces in Canada.

The travel activities of those who visited a science and technology exhibit are average relative to the other culture and entertainment activity types. They were the 12th most likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (90.4%), the 5th most likely to have traveled to an adjacent province or region (60.3%) and the 11th most likely to have visited a non-adjacent province or region (38.5%). They prefer trips to the United States than to other countries and were the 9th most likely to have visited the United States (59.8%), but the second least likely to have visited Mexico (12.9%) and the Caribbean (15.3%).

Science and Technology Exhibit Visitors tend to take active, family-oriented trips with above-average participation in both educational and outdoor activities. They were much more likely than average Canadian Pleasure Traveler to have visited educational attractions and exhibits while traveling (e.g. historical sites, museums and galleries; theme parks and exhibits) and to have taken part in participatory educational activities (e.g., aboriginal cultural experiences, participatory historical activities). They are also very active in family-oriented outdoor activities (e.g., sports and games) as well as more strenuous outdoor activities (e.g., exercising and jogging, skating). They prefer vacations that offer novelty, opportunities to learn and a chance to enrich family relationships.

Science and Technology Exhibit Visitors are above-average users of the Internet to plan (70.8%) and book (47.2%) travel. However, this activity segment is an average user of travel media. As such, they may be more effectively targeted through science and technology magazines and television programs and current events media.