2013 DCBA Strategic Plan - Destination Cape Breton Association

situation. Authentic Experiencers want to be fully immersed in their travel experience and tendto stay away from group tours and rigid plans.While Authentic Experiencers are not constant travelers, they are also not reluctant travelers.Travel is seen as enriching life, not escaping from it. Authentic Experiencers travel to betterunderstand the world around them and value the nature and culture found everywhere, includingtheir own backyard. Authentic Experiencers tend to visit a wider range of destinations and preferlonger trips to weekend getaways. They are more likely than others to add time before or afterbusiness trips.Authentic Experiencers have a strong ecological and societal ethic, being very conscious of theenvironment and those around them. Generally, they are more socially reserved and are notinterested in crowds or status seeking. Authentic Experiencers are skeptical of advertising andtend not to impulse shop. When they decide to purchase, they are guided by ethical concernsand social equality.Travel values:Learning travel – they like to learn everything about a place, time or cultureNature – they enjoy vast natural settings and wondersCultural immersion – they prefer integration into the local culturePersonal development – they seek self-improvement through understanding othersThese two EQ segments are an excellent fit with the program offering of Louisbourg 300, notonly for the National Historic Site, but also the larger destination.DemographicThe Cultural Explorer and Authentic Experiencer segments are comprised mainly of empty nest adultsaged 35-64, with a secondary segment that includes adults in that age range with families. They are welleducated and are established in their careers, with a higher than average household income. Typically,62