Canadian Soft Outdoor Adventure Enthusiasts - Canadian Tourism ...
Canadian Soft Outdoor Adventure Enthusiasts - Canadian Tourism ...
Canadian Soft Outdoor Adventure Enthusiasts - Canadian Tourism ...
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Table 12: <strong>Canadian</strong> <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong><br />
<strong>Enthusiasts</strong> – Other Activities<br />
SOFT OUTDOOR<br />
ENTHUSIASTS<br />
Adults 18+<br />
4.4 million<br />
Zoos 38%<br />
Casinos 26%<br />
Aquariums 25%<br />
Botanical gardens 25%<br />
Planetariums 13%<br />
Auto races 11%<br />
Horse races 9%<br />
Source: Special TAMS Tabulations, pages 10-3/5.<br />
3.5 Ratings of Canada<br />
<strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong> were asked to rate Canada on a variety of dimensions using a ten<br />
point bi-polar scale ranging from agree completely (10) to disagree completely (1). Average ratings<br />
are shown in the accompanying table and are based on those who volunteered a score for a particular<br />
dimension. The table also displays the proportion of <strong>Canadian</strong>s in the <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong><br />
Enthusiast segment who refrain from offering an opinion.<br />
In this context, Canada is most highly rated by domestic <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong> for<br />
attributes that support an outdoors image:<br />
• A place with beautiful scenery<br />
• One of best destinations for outdoor activities<br />
• A great place to relax and get away from it all<br />
• A great place for fishing<br />
• A place with lots of things for mature adults to see and do<br />
• A place with lots of things for families to see and do<br />
• One of best summer destinations<br />
This market segment also considers Canada to be a place that is safe for visitors, is good for hunting<br />
(although a sizeable minority refrains from rating Canada on this dimension), is clean and well cared<br />
for, has friendly people and offers adventure experiences. The country is also rated relatively highly<br />
by <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong> for having a lot for young people to see and do, and for its<br />
cultural attractions and historic sites.<br />
Less favourable ratings are accorded attributes associated with shopping opportunities, respecting the<br />
natural environment, as a winter destination, a place to experience other cultures including Aboriginal<br />
culture, value for money, and urban attractions. <strong>Canadian</strong>s in the <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong> Enthusiast<br />
segment are least positive about their country as a destination with a popular or trendy image.<br />
20 <strong>Canadian</strong> <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong> –<br />
A Special Analysis of the Travel Activities and Motivation Survey (TAMS)
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