Ontario’sTourismRegions-SouthwestOntarioTourism.pptVIP

Ministry Tourism Research Unit Tourism Performance – Visits Spending, Accommodation Stats, Travel Price Index Economic Impact – Tourism Receipts, GDP contribution, Employment, Taxes, Businesses Forecasting – Number of visits by origin by year Market Profile Reports – RTO, CD, CMA Ad Hoc Requests, Presentations, Workshops OTMPC Research Conducts marketing research specific to marketing programs Monitor the Ontario brand Consumer segmentation and profiling Advertising concept testing Measuring Impact of Advertising Provides research information for industry committees and Board Ad Hoc Requests, Presentations, Workshops Background Definitions Purpose of the Study Establish current awareness and knowledge of the War of 1812 in key source markets Determine interest in the planned bicentennial celebrations overall, and in specific activities that might be offered Establish a demographic profile of the target group Establish a media consumption profile of the target group Identify other popular travel activities within the target group to define potential activity packaging opportunities Background This research project includes data from two sources: The May 2009 wave of the Travel Intentions Study Specific questions on the War of 1812 and potential bicentennial celebrations were included TAMS 2006 To profile those who travel to explore history Source markets include: Ontario Rest of Canada (Montreal, Quebec City, Winnipeg for TI) The US Near and Mid Markets TAMS History Travelers Analyzed TAMS data set to identify 2 target groups: History Travelers are defined as those who have engaged in any of the following activities on an overnight, out-of-town trip taken in the past two years: Visited historical replicas of cities or towns with historical re-enactments; Visited general history or heritage museum; Visited military/war museum; Visited well known historic sites or buildings; Visited other historic sites, monuments and buildings; Participated in historic