Canada culinary positioning research - US travellers.: Iu86-64/1-2017E-PDF
"Across all of Destination Canada's international markets, culinary activities such as "trying local food and drink" is one of the top leisure travel activities that travellers choose to do when visiting. Destination Canada was interested in the role that culinary experiences and products have in how travellers choose a destination, so we conducted an in-depth analysis of over 22,000 respondents across 12 countries. We found that culinary experiences were important in determining destination choice in many markets, but that Canada had mixed performance when using culinary experiences or products to inspire international tourists. For US travellers, culinary experiences and products are not a key driver of long-haul travel in general, but they are a key driver of travel to Canada. This presents an opportunity for Canada to better understand what is resonating well in the US market with its current culinary offerings, and how it could be positioned in order to entice more travellers to come to Canada, including those who are interested in culinary tourism but may not currently be considering Canada as a culinary destination » -- Background and objectives, page [3].
Permanent link to this Catalogue record:
publications.gc.ca/pub?id=9.931059&sl=0
| Department/Agency | Destination Canada, issuing body. |
|---|---|
| Title | Canada culinary positioning research - US travellers. |
| Publication type | Monograph |
| Language | [English] |
| Other language editions | [French] |
| Format | Electronic |
| Electronic document | |
| Note(s) | Cover title. Issued also in French under title: Étude de positionnement de la cuisine canadienne - voyageurs américains. |
| Publishing information | [Ottawa] : Destination Canada, [2018] |
| Description | 1 online resource (18 unnumbered pages) : graphs, photographs |
| Catalogue number |
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| Subject terms | Travelers -- Food -- United States -- Attitudes. Food habits -- Canada -- Public opinion. Food tourism -- Canada -- Research. |
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