The significance of tourism in Canada is becoming increasingly recognized, with tourism in the top five of foreign exchange earners. This article examines the implications of defining a new market segment - that of 'activity packages' sought by vacation travellers. Nova Scotia - where the travel industry is the biggest generator of foreign dollars - is taken as an example of a tourist destination rich in tourism activities. Factor analysis is used to identify 12 activity packages which could facilitate more specific marketing of tourism resources, with advertising aimed at well-defined market segments.
All Science Journal Classification (ASJC) codes
- Tourism, Leisure and Hospitality Management
- Strategy and Management