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Culture, heritage and tourism destination choicesAuthor(s): Achana Francis; Joseph T. O'Leary; Alastair Morrison
Source: In: Kyle, Gerard, comp., ed. 2001. Proceedings of the 2000 Northeastern Recreation Research Symposium. Gen. Tech. Rep. NE-276. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northeastern Research Station. 94-103
Publication Series: General Technical Report (GTR)
Station: Northeastern Research Station
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DescriptionAn important question often asked in trying to develop information for marketing activities is whether it is necessary to develop separate programs for the customers, clients, or visitors you are involved with. In other words, are there any differences that we should be aware of? This is particularly true in the area of tourism where we observe all types of marketing approaches, some of which seem to suggest homogeneity, while others show a sensitivity to diversity. In the 12 years that the Pleasure Travel Markets to North America surveys have been in place, this question has become a critical one for action. A substantive way that these data have been used to examine travelers has been to separate out the tourist groups by destination (for example U.S. and Canada bound groups), and then describe and compare them. This paper extends that analysis and examines what happens in comparing destination based travelers from the United Kingdom that have an interest in culture and heritage based opportunities. Factor analysis revealed that three categories of cultural and heritage attributes are important considerations in the choice of the US and Canada as destinations, by UK travelers: Historic and natural heritage attractions (natural ecological sites, and cultural and historic sites); experiencing cultural lifestyles (meeting people of different ethnicities, trying new foods, and experiencing different lifestyles); and learning new/exotic things about the destination (educational component). The implications of these results are presented.
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CitationFrancis, Achana; O''Leary, Joseph T.; Morrison, Alastair 2001. Culture, heritage and tourism destination choices. In: Kyle, Gerard, comp., ed. 2001. Proceedings of the 2000 Northeastern Recreation Research Symposium. Gen. Tech. Rep. NE-276. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northeastern Research Station. 94-103
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