Monitoring and exploring United States international travelers' behaviors in Canada: Development and application of index scores
Abstract
In order to monitor the Canadian tourism market, this study utilized 1990-1995 International Travel Survey data to develop indices to measure the importance levels and change of U.S. travel parties in demographic backgrounds, activity participation, destinations visited, accommodations used, travel characteristics, spending, and ratings of services. Moreover, 1995 seasonal indices were included in a travel behavior model using canonical correlation analysis to explore U.S. travelers' behavior. The findings showed that activity participation was the most important factor and that different demographic characteristics were also linked to different activities. These activities affected travelers' destinations visited, accommodations used, travel characteristics, and spending. Finally, activity participation, destinations visited, accommodations used, travel characteristics, and spending influenced travelers' ratings of services. This study suggested that different marketing strategies should and can be developed in different seasons to better serve U.S. travelers and enhance tourism industry opportunities.
Degree
Ph.D.
Advisors
O'Leary, Purdue University.
Subject Area
Recreation|Demographics|Marketing
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