Canada's Hard Outdoor Adventure Enthusiasts - Canadian Tourism ...
Canada's Hard Outdoor Adventure Enthusiasts - Canadian Tourism ...
Canada's Hard Outdoor Adventure Enthusiasts - Canadian Tourism ...
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Table of Contents1. Introduction ...........................................................................................12. Executive Summary..............................................................................32.1 <strong>Hard</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong>: Market Size..................................................... 32.2 <strong>Hard</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong>: Demographic Characteristics.......................... 32.3 <strong>Outdoor</strong> Activities among <strong>Hard</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong>................................. 42.4 Overlap With Other Activity-Based Segments............................................................. 42.5 Image Challenges & Media Sources........................................................................... 52.6 Impacts of Population Changes.................................................................................. 62.7 Implications for <strong>Hard</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong>................................................. 62.8 Summary.................................................................................................................... 73. <strong>Canadian</strong> <strong>Hard</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong> – 2000...................93.1 Market Size & Overlap With Other Activity Groups ..................................................... 93.2 Where They Live & Where They Travel.................................................................... 103.3 Demographic Characteristics of <strong>Hard</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong>..................... 133.4 Travel Activities Among <strong>Hard</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong> ................................. 163.4.1 <strong>Hard</strong> <strong>Outdoor</strong> <strong>Adventure</strong> Activities............................................................................. 163.4.2 Other <strong>Outdoor</strong> Activities ............................................................................................ 163.4.3 Heritage Activities ..................................................................................................... 173.4.4 Performing & Visual Arts Activities............................................................................. 183.4.5 Other Attraction-Based Activities ............................................................................... 193.5 Ratings of Canada.................................................................................................... 203.6 Ways to Reach <strong>Hard</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong> .............................................. 224. Projections to 2026 .............................................................................254.1 Introduction .............................................................................................................. 254.2 An Aid to the Reader ................................................................................................ 254.3 Regional Changes in the <strong>Canadian</strong> Market .............................................................. 264.4 Demographic Changes in the <strong>Canadian</strong> Market ....................................................... 284.4.1 Gender & Age ........................................................................................................... 284.4.2 Household Income & Education ................................................................................ 294.4.3 Household Composition ............................................................................................ 294.4.4 Place of Birth ............................................................................................................ 304.5 Destination Choices ................................................................................................. 314.6 <strong>Hard</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong> ....................................................................... 31<strong>Canadian</strong> <strong>Tourism</strong> Commissioni
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