Cultural Heritage Tourism Handbook - LinkBC

Sociographic profiles of US and Canadian tourists3.4 Domestic and International DemandThe CTC commissioned research by Environics Ltd. that shows important differences betweensociographic profiles of US and Canadian tourists. The first chart below outlines the characterizationof tourist attitudes in the two countries, while the second shows results for each country changingover time.From CanadaStatistics Canada’s Travel Survey of Residents of Canada indicateslarge numbers of travellers participate in cultural/heritage productsor experiences. The chart below shows the numbers of overnightCanadian tourists taking part in cultural/heritage activities. Thenumbers are in the millions each year for most activities – clear proofof a substantial potential market. For comparison, some non-culturalactivities such as golf and ski are noted.Status & SecurityConformity & ExclusionAuthenticity & RespectCanadian Participation RatesOvernight Domestic Trips: Activities 2007 2008 2009 2010Outer-DirectedObedience to traditionalstructures & normsSeeking stimulation &attentionFairness, responsibility& well-beingExploration & flexibilityInner-DirectedProfiles of touristcharacteristicsAboriginal Event 439,571 457,408 552,777 466,046% change 4% 21% -16%Historic Sites 4,818,912 5,103,318 5,277,696 5,479,216% change 6% 3% 4%Plays or Concerts 5,123,243 6,009,326 5,720,897 6,215,362% change 17% -5% 9%Museums or Galleries 4,552,907 4,664,681 4,942,364 5,514,626Exclusion & IntensityIdeals & IndividualismIdealism & Autonomy% change 2% 6% 12%Festival or Fair 3,056,541 3,479,251 3,059,731 3,804,156% change 14% -12% 24%AuthorityFishing 6,460,548 6,537,252 7,412,173 6,836,753Status & SecurityAuthenticity & Respect% change 1% 13% -8%Spectator Sports 3,769,531 3,805,698 4,144,498 4,462,542% change 1% 9% 8%Trends intourist profilesSurvivalExclusion & IntensityMany US tourists are more interested in hedonistic escapism: safe,all-inclusive types of experiences. Canadians, on the other hand,are generally more interested in ‘hands-on’ learning experiencesthat form the core of cultural/heritage tourism. Of concern is thatthe American market is trending more to isolationism and away20072004200019951992Individualityfrom openness to new experiences. With most cultural/heritageattractions representing new and ‘foreign’ experiences, these mightbecome decreasingly attractive to US visitors.19921995200020042008Idealism & AutonomyFulfillmentGolfing 3,617,349 3,591,081 3,848,164 3,555,614% change -1% 7% -8%Canoeing & Kayaking 4,041,708 4,069,141 4,449,240 4,322,447% change 1% 9% -3%Casino Gambling 2,839,351 3,080,911 3,377,649 2,736,547% change 9% 10% -19%Cycling 3,658,691 3,490,802 4,264,525 4,641,959% change -5% 22% 9%Downhill Skiing/Snowboarding 2,251,331 2,203,892 1,801,725 1,674,045% change -2% -18% -7%These statistics reflect the fact that cultural/heritage tourism is not a fad, or a trend, but a genuine sector of the industry.20 21