2007 Jeux du Canada Games Host Society Pre-Campaign Tourism Study Final Report July 6, 2006
226-388 donald street winnipeg manitoba canada R3B 2J4 204.989.8002 fax 204.989.8048 [email protected] kisquared.com
2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Table of Contents
INTRODUCTION AND METHODOLOGY...... 4 Background and objectives...... 4 Methodology ...... 4 Reporting ...... 6
RESPONDENT PROFILE ...... 7
EXECUTIVE SUMMARY ...... 10 Awareness and travel intentions ...... 10 Positive impressions ...... 10 Barriers to travelling in the North...... 10 Canada Games: awareness...... 11
FINDINGS: YUKON ...... 12 Previous travel ...... 12 Likelihood of Yukon vacation in near future ...... 13 Why respondents are likely/unlikely to travel to Yukon ...... 14 Knowledge about available travel experiences ...... 16 Impressions of the Yukon as a travel destination...... 17 Reasons for positive/negative impression...... 18
FINDINGS: NORTHWEST TERRITORIES ...... 20 Previous travel ...... 20 Likelihood of Northwest Territories vacation in near future ...... 21 Why respondents are likely/unlikely to travel to NWT ...... 22 Knowledge about available travel experiences ...... 24 Impressions of the NWT as a travel destination...... 25 Reasons for positive/negative impression...... 26
FINDINGS: NUNAVUT ...... 28 Previous travel ...... 28 Likelihood of Nunavut vacation in near future ...... 29 Why respondents are likely/unlikely to travel to Nunavut ...... 30 Knowledge about available travel experiences ...... 32 Impressions of Nunavut as a travel destination...... 33 Positive/negative impressions...... 34
PERCEPTIONS OF THE NORTH ...... 36 Location / cost issues relating to Northern travel: agree or disagree ...... 36 Local conditions in the North: agree or disagree...... 40 Family activities in the North: agree or disagree ...... 44 Accommodations and fine dining in the North: agree or disagree...... 46 Attractions in the North: agree or disagree ...... 49 Perceived barriers to Northern travel: comparison...... 54
July 6, 2006 Page 2 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
CANADA GAMES ...... 56 Awareness of Canada Games ...... 56 Support for Canada Games ...... 58
APPENDIX A: MARGINAL RESULTS ...... A-1
APPENDIX B: CROSS-TABULATION TABLES ...... B-1
APPENDIX C: OPEN-ENDED RESPONSES ...... C-1
July 6, 2006 Page 3 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Introduction and methodology
Background and objectives
The 2007 Canada Winter Games National Marketing Campaign (“the Campaign”) is meant to draw attention to the three Northern Territories of Yukon, the Northwest Territories and Nunavut through a large-scale branding initiative. The Campaign goal is to position the North and each of the Territories as “great places to visit,” “great places to invest” and “great places to live.”
In January 2006, the National Marketing Campaign Committee (“the Committee”) and the Whitehorse 2007 Jeux du Canada Games Host Society (“the Society”) commissioned and to undertake a market assessment before and after the Campaign, with two key target groups of Canadians – potential tourists and business investors – and to test creative concepts for the Campaign with members of those target groups.
This report presents the findings of the Pre-Campaign Tourism Study, which was designed to meet three primary objectives:
• Measure current awareness and perceptions of the three Northern Territories among southern Canadian tourism consumers;
• Explore perceived barriers to Northern travel; and
• Measure awareness of the Canada Games and explore sponsorship-related perceptions.
Methodology
Questionnaire design and sample
Following initial consultation on research parameters and objectives, developed a 52-question-equivalent survey, which was circulated in draft to the Committee and to stakeholders. Subsequent drafts were developed by after further consultations and reviews, until a final version was approved.
conducted 10 pre-tests (field trials) of the English-language survey to ensure appropriate question wording, flow, consistency, and respondent comprehension. The finalized questionnaire was then translated into French so that respondents could be interviewed in the official language of their choice. Fielding sample was purchased by from ASDE, a reputable supplier and fellow member of the Marketing Research and Intelligence Association.
July 6, 2006 Page 4 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Data collection
conducted telephone interviews with 2,005 residents of the census metropolitan areas (CMAs) of Vancouver, Edmonton, Calgary, Winnipeg, Toronto, Ottawa, and Montreal. Interviewing took place from May 4 to June 11, 2006 in both English and French. Quotas were established to ensure appropriate regional representation as well as equal gender representation. Additional qualifying questions were used so that all survey participants would have a minimum total household income of $75,000 per annum; be aged 25 years or over; have taken or be planning to take a trip involving an overnight stay of at least five nights (not counting time at a personal vacation home or cottage), and have completed some post-secondary education. The overall margin of error for the study, based on this sample frame, is ±2.19%, 19 times out of 20 (see Figure 1 below for more details).
Figure 1 SAMPLE FRAME
N size - N size - N size - Region Population1 Margin of error2 males females total Vancouver 1,986,965 250 250 500 ±4.38% Edmonton 937,845 150 150 300 ±5.66% Calgary 951,395 150 150 300 ±5.66% Winnipeg 671,274 77 75 152 ±7.95% Toronto 4,682,897 200 200 400 ±4.90% Ottawa 806,096 75 76 151 ±7.97% Montreal 3,426,350 102 100 202 ±6.89% Total 13,462,822 1004 1001 2005 ±2.19% 1 According to Statistics Canada, 2001 Census of Canada. 2 The margin of error is at the 95% confidence level. The overall MOE has been adjusted to account for different sampling rates.
Data analysis
carried out data analysis as follows:
• Data review, organization, cleaning, labelling
• Frequency and descriptive statistics (percentages, means, etc.) for all questions
• Coding of, and frequencies for, open-ended question responses
• Cross-tabulations of all variables by demographic variables
• Testing for significant differences in variables between demographic segments, using chi- square analysis
July 6, 2006 Page 5 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Reporting
Study findings are presented in English in this report under the following headings:
• Introduction – study background and objectives, methodology, and reporting
• Respondent profile – broken down by region, gender, age, income, and travel party composition
• Executive summary – key findings of the study
• Findings: Yukon – data for the Yukon Territory on previous travel, likelihood of future travel to the Yukon, reasons why respondents are likely or unlikely to take a trip to the Yukon, knowledge about available travel experiences in the Yukon, and impressions of the Yukon as a travel destination
• Findings: Northwest Territory – data for the Northwest Territory on previous travel, likelihood of future travel to the Northwest Territory, reasons why respondents are likely or unlikely to take a trip to the Northwest Territory, knowledge about available travel experiences in the Northwest Territory, and impressions of the Northwest Territory as a travel destination
• Findings: Nunavut – data for the Nunavut Territory on previous travel, likelihood of future travel to Nunavut, reasons why respondents are likely or unlikely to take a trip to Nunavut, knowledge about available travel experiences in Nunavut, and impressions of Nunavut as a travel destination
• General perceptions of the North – perceptions of the North (including location / cost issues, local conditions, available family attractions, available accommodations and fine dining, general attractions in and perceived barriers to travelling to the North.
• The Canada Games – awareness of and support for the Canada Games.
• Appendix A: Marginal results – reproduction of the English survey, including frequencies for all response categories
• Appendix B: Cross-tabulation tables
• Appendix C: Open-ended responses – responses to all open-ended questions, organized by assigned code
July 6, 2006 Page 6 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Respondent profile
Region
Figure 2 RESPONDENT PROFILE BY REGION
25% 20% 15% 15% 8% 8% 10%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa (151N) Montreal (500N) (300N) (300N) (152N) (400N) (202N)
Gender
Figure 3 RESPONDENT PROFILE BY GENDER
Male Female 50% 50%
July 6, 2006 Page 7 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Age
Figure 4 RESPONDENT PROFILE BY AGE
27% 31% 18% 14% 9% <1% <1%
25 to 34 35 to 44 Refused 45 to 54 55 to 64 65 or over Refused 45+ under 45
Note: “Refused under 45” refers to respondents who indicate that they are under 45 years of age, but refused to specify further. “Refused 45+” refers to respondents who indicate that they are over 45 years of age, but refused to specify further.
Income
Figure 5 RESPONDENT PROFILE BY INCOME
Refused $150,000+ 2%
$200,000+ 9%
$175,000 to under $200,000 7%
$150,000 to under $175,000 10%
Refused under $150,000 5%
$125,000 to under $150,000 12%
$100,000 to under $125,000 17%
$75,000 to under $100,000 39%
Note: The total percentage does not equal 100% due to rounding. “Refused $150,000+” refers to respondents who indicate that they have a total annual household income greater than $150,000, but refused to specify further. “Refused under $150,000” refers to respondents who indicate that they have a total annual household income less than $150,000, but refused to specify further.
July 6, 2006 Page 8 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Travel party profile
Figure 6 WHEN ON VACATION, WHO DO THEY USUALLY TRAVEL WITH?
48% 39%
9% 4%
Friends Spouse Family Alone
July 6, 2006 Page 9 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Executive summary
Awareness and travel intentions
Trends in respondents’ awareness as well as perceptions of the North strongly correlate to previous experience with Northern travel, age, household income, and place of residence.
• Respondents who have previously travelled to any of the three Northern territories, older respondents (generally 55 years or more), and those with higher incomes are more likely than respondents without those traits to have a positive impression of the North, are more aware of available travel opportunities, and are more likely to take another trip to the North in the next few years.
• Broadly speaking, respondents from Western Canada are more likely to have a positive impression of the North, are more aware of available travel opportunities, and are more likely to take another trip to the North in the next few years, than are respondents from Eastern Canada.
Positive impressions
For all three Northern territories, respondents’ positive impressions relate to the North’s natural attributes and people, and to visitors’ previous experiences.
• The most frequently reported reasons why respondents have a positive impression of the North include the beautiful scenery, landscape and wilderness, as well as its people, lifestyle, culture or history, and positive word of mouth from others they know who have visited.
• When asked for reasons why they would travel to the North, respondents cite their own interest, the beautiful scenery (again), and the North’s appeal as an interesting and uniquely Canadian destination.
Barriers to travelling in the North
The greatest perceived barriers are lack of awareness, perceived cost, road conditions, distance, and climate.
• Negative impressions of the North are due to perceptions that it is too cold, that respondents lack awareness of available travel opportunities, that they have never considered it, and that it is too far away.
• Respondents’ most frequently stated reasons for not travelling to the North include lack of interest, lack of awareness, or the feeling that they have “no reason to go.” Other reasons include: a preference for other / warmer destinations, having other vacation plans already, or the perception that the Northern territories are too far away.
July 6, 2006 Page 10 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
• Attitudes and perceptions vary from market to market, but Montreal respondents represent the “toughest sell” in many respects. Montreal respondents are less likely than others to consider the North as a vacation destination due to cultural and language differences, a perceived lack of activities for children and families, a perceived lack of quality accommodations and fine dining opportunities, a perceived lack of organized tours, a perceived lack of festivals, arts or cultural attractions, a perceived lack of gambling opportunities, and the perception that there is there is not enough to see or do.
Canada Games: awareness
Respondents are aware of the Canada Games (88%), but much less aware that the next Canada Winter Games will be held in Whitehorse, Yukon in 2007 (25%). Attitudes towards the Games are positive: 63% are more likely to support companies that sponsor events like the CWG, and 88% feel that the Canada Games is an important institution that supports nation-building.
July 6, 2006 Page 11 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Findings: Yukon
Previous travel
All respondents were asked whether they have ever travelled to the Yukon for business or pleasure. Results appear below in Figure 7, showing that 16% overall have travelled to the Yukon.
Figure 7 PREVIOUS TRAVEL TO THE YUKON
Have you ever travelled to the Yukon for business or pleasure? 84% 16%
8% 5% 3% <1%
Yes, business Yes, pleasure Yes, both Yes, for some No other reason
Note: The total percentage does not equal 100% due to rounding.
Cross-tabulations show:
• Respondents from Vancouver (24%) and Edmonton (22%) are the most likely to say they have travelled to the Yukon, and those from Montreal (3%) and Toronto (8%) are the least likely to say so.
• Men (19%) are more likely than women (12%) to have travelled to the Yukon.
• Visitors to Nunavut (63%) and the Yukon (54%) are more likely than average to have travelled to the Yukon too.
• Increased age and income are associated with greater likelihood of previous travel to the Yukon.
July 6, 2006 Page 12 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Likelihood of Yukon vacation in near future
Respondents were asked how likely they would be to take a vacation trip to the Yukon in the next few years. As shown in Figure 8 below, a total of 25% say they are “very“’ or “somewhat” likely to take such a vacation.
Figure 8 LIKELIHOOD OF FUTURE YUKON TRAVEL
How likely or unlikely would you be to take a vacation trip to the Yukon in the next few years? 54% 25%
21% 18%
7%
Very likely Somewhat likely Somewhat unlikely Very unlikely
Cross-tabulations show:
• Respondents from Edmonton (32%) or Vancouver (27%) are more likely than average to say they are somewhat or very likely to take a trip to the Yukon in the next few years.
• Previous visitors to the Yukon (40%), Nunavut (40%), or the Northwest Territories (36%) are similarly more likely than average to say they are likely to take a trip to the Yukon.
• Respondents aged 55 to 64 (35%) are more likely than average to take a trip to the Yukon also.
July 6, 2006 Page 13 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Why respondents are likely/unlikely to travel to Yukon
Respondents were asked why they would be likely or unlikely to take a vacation trip to the Yukon in the next few years; results appear below in Figure 9. Out of all respondents, the leading reason (given by 6%) to visit the Yukon is that they are curious, want to learn more about the Yukon or have never been there. Some 4% are motivated by the beautiful scenery, landscape or wilderness. A wide variety of other positive reasons to travel were cited, but none by a majority of respondents.
Figure 9 REASONS LIKELY TO TRAVEL TO YUKON
Percentage Curious, want to learn more, or have never been there yet 6% Beautiful scenery, landscape or wilderness 4% Interesting, nice, or Canadian vacation destination 3% Have friends or relatives there or that have lived there 2% Will or would like to go in the future or after retirement 2% Other outdoor activities (e.g., rock climbing, kayaking) 1% Positive experience on previous visit 1% Combining the destination with another trip 1% Interesting/different people, lifestyle, culture, or history 1% Fishing or hunting 1% Northern Lights, 24-hour sunlight, other northern phenomena 1% Positive word of mouth from previous visitors 1% Considering/planning trip there or hope to attend CWG 1% Cities or places of interest / landmarks 1% Spouse or friends want to go 1% Abundant natural resources or unspoiled environment 1% Open, vast or unpopulated landscape 1% Interesting wildlife or plant life to see 1% I am going there for work / on business <1% Good weather or climate <1% Positive impression from ads, TV shows, or other information <1% Parks / National parks <1% Other reasons to travel or positive impressions 2% Note: Percentages are calculated out of all mentions, both positive and negative. Percentages may exceed 100% because multiple responses were accepted.
July 6, 2006 Page 14 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Figure 10 below lists reasons why respondents say they are unlikely to take a vacation trip to the Yukon in the near future. Almost one-fifth of all respondents (19%) say they are unlikely because they are not interested, have never thought about it, or have no reason to go. Nearly the same proportion (18%) say they are unlikely to visit because they prefer other destinations or have other vacation plans. One in ten prefers warmer destinations.
Figure 10 REASONS UNLIKELY TO TRAVEL TO YUKON
Percentage Not interested, never thought about it, or no reason to go 19% Prefer other destinations or have other vacation plans 18% Prefer warmer destinations 10% Limited by current health, age, children, or job / too busy 9% Cold or bad weather 9% Too far to travel 6% Too expensive to travel there 5% Do not know enough about it or lack of information/marketing 5% Nothing to do or see / no attractions there 4% No family/friends there or have family/friends elsewhere 4% Have already been there or to similar places 3% Insects are too many or too big 1% Lack of beaches, golf, or other warm outdoor activities 1% Prefer more populated destinations/cities / is too isolated 1% Only accessible by plane / difficult to get to or travel in 1% Do not usually travel or vacation within Canada <1% Lack of amenities, hotels for tourists <1% Negative word of mouth <1% Other reasons not to travel or negative impressions 3% Note: Percentages are calculated out of all mentions, both positive and negative. Percentages may exceed 100% because multiple responses were accepted.
July 6, 2006 Page 15 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Knowledge about available travel experiences
Respondents were asked to rate their knowledge about available travel experiences in the Yukon, using a scale of 1 to 5 where 1 is “no knowledge” and 5 is “a great deal of knowledge.” As Figure 11 below shows, almost half (45%) say they have no knowledge of travel experiences available in the Yukon. The average rating overall is 1.95 (out of a possible maximum of 5.00).
Figure 11 KNOWLEDGE ABOUT AVAILABLE TRAVEL EXPERIENCES IN THE YUKON
45% Mean: 1.95 27% 19%
5% 3%
No knowledge (1) 2 3 4 A great deal of knowledge (5)
Cross-tabulations show:
• Edmonton respondents are more likely than average to rate themselves knowledgeable about available Yukon travel experiences (2.17). Those from Montreal (1.52) and Toronto (1.74) tend to rate their knowledge lower than the average.
• Respondents aged 55 to 64 tend to rate themselves more knowledgeable about available Yukon travel experiences (2.06), and those aged 25 to 34 (1.71) and 35 to 44 (1.80) tend to say they are less knowledgeable.
• Not surprisingly, previous visitors to the Nunavut (3.06), the Yukon (2.95) or the Northwest Territories (2.72) tend to rate themselves more knowledgeable about available Yukon travel experiences.
• At 1.82, respondents with annual household incomes under $100,000 tend to downrate their level of knowledge about available travel experiences in the Yukon.
July 6, 2006 Page 16 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Impressions of the Yukon as a travel destination
Respondents were asked to indicate whether, when thinking of the Yukon as a travel destination, their impression was very positive, somewhat positive, somewhat negative, or very negative. Results are shown below in Figure 12. About three-quarters of respondents (74%) report positive impressions (very or somewhat positive). Only 16% of respondents had negative impressions (somewhat or very negative) of the Yukon as a travel destination.
Figure 12 IMPRESSION OF THE YUKON AS TRAVEL DESTINATION
When thinking about the Yukon as a travel destination is your impression very positive, somewhat positive, somewhat negative or very negative?
48%
26%
13% 10%
3%
Very positive Somewhat positive Couldn't really say Somewhat negative Very negative
Cross-tabulations show:
• Edmonton respondents (at 31%) are more likely than average to report “very” positive impressions about the Yukon as a travel destination.
• Respondents from Montreal (at 25%) have a greater tendency to report somewhat or very negative impressions about the Yukon as a travel destination.
• Previous visitors to Nunavut (56%), the Yukon (54%), or the Northwest Territories (46%) tend to report very positive impressions about the Yukon as a travel destination.
• Respondents aged 65+ years (37%) are also more likely than average to report very positive impressions also.
July 6, 2006 Page 17 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Reasons for positive/negative impression
Respondents were asked what it is about the Yukon that made them have a positive or negative impression. Figure 13 lists reasons given for positive impressions. Almost one-third (31%) say their positive impression is due to the territory’s beautiful scenery, landscape or wilderness, while another 18% cite interesting/different people, lifestyle, culture, or history. One in ten cites positive word-of-mouth from other visitors.
Figure 13 REASONS FOR POSITIVE IMPRESSION OF YUKON
Percentage Beautiful scenery, landscape or wilderness 31% Interesting/different people, lifestyle, culture, or history 18% Positive word of mouth from previous visitors 10% Interesting, nice, or Canadian vacation destination 8% Abundant natural resources or unspoiled environment 8% Open, vast or unpopulated landscape 6% Positive impression from ads, TV shows, or other information 5% Curious, want to learn more, or have never been there yet 4% Interesting wildlife or plant life to see 4% Other outdoor activities (e.g., rock climbing, kayaking) 3% Positive experience on previous visit 3% Fishing or hunting 2% Northern Lights, 24-hour sunlight, other northern phenomena 2% Have friends or relatives there or that have lived there 2% Cities or places of interest / landmarks 2% Will or would like to go in the future or after retirement 1% Good weather or climate 1% Have not heard anything negative 1% Combining the destination with another trip 1% Parks / National parks <1% Considering/planning trip there or hope to attend CWG <1% Other reasons to travel / positive impressions 8% Note: Percentages are calculated out of all mentions, both positive and negative. Percentages may exceed 100% because multiple responses were accepted.
July 6, 2006 Page 18 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Figure 14 lists reasons for a negative impression about the Yukon, 8% of respondents citing cold or bad weather, and 4% reporting they do not know enough about the Yukon, or a lack of information and marketing.
Figure 14 REASONS FOR NEGATIVE IMPRESSION OF YUKON
Percentage Cold or bad weather 8% Do not know enough about it or lack of information/marketing 4% Not interested, never thought about it, or no reason to go 3% Nothing to do or see / no attractions there 3% Too far to travel 2% Insects are too many or too big 2% Prefer other destinations or have other vacation plans 1% Prefer warmer destinations 1% Prefer more populated destinations/cities / is too isolated 1% Too expensive to travel there 1% Limited by current health, age, children, or job / too busy 1% Lack of amenities, hotels for tourists 1% Only accessible by plane / difficult to get to or travel in <1% Lack of beaches, golf, or other warm outdoor activities <1% Negative word of mouth <1% Have already been there or to similar places <1% Uninteresting scenery / lack of trees <1% Other reasons not to travel or negative impressions 1% Note: Percentages are calculated out of all mentions, both positive and negative. Percentages may exceed 100% because multiple responses were accepted.
July 6, 2006 Page 19 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Findings: Northwest Territories
Previous travel
Respondents were also asked if they have ever travelled to the Northwest Territories for business or pleasure. Figure 15 shows 14% overall have done so.
Figure 15 PREVIOUS TRAVEL TO THE NORTHWEST TERRITORIES
Have you ever travelled to the Northwest Territories for business or pleasure? 86% 14%
7% 5% 2% <1%
Yes, business Yes, pleasure Yes, both Yes, for some No other reason
Note: The total percentage does not equal 100% due to rounding.
Cross-tabulations show:
• Respondents from Edmonton (31%) and Calgary (19%) are more likely than average to have travelled to the Northwest Territories, and those from Montreal (4%) and Toronto (7%) are the least likely have done so.
• Men (20%) are more likely than women (8%) to have taken a trip to the Northwest Territories.
• Visitors to Nunavut (79%) and the Yukon (50%) are more likely than average to have travelled to the Northwest Territories too.
• Increased age and income are associated with greater likelihood of previous travel to the Northwest Territories.
July 6, 2006 Page 20 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Likelihood of Northwest Territories vacation in near future
Respondents were asked how likely they would be to take a vacation trip to the Northwest Territories in the next few years. As shown in Figure 16 below, about one-fifth (19%) say they are “very” or “somewhat” likely to take such a vacation.
Figure 16 LIKLIHOOD OF FUTURE NWT TRAVEL
How likely or unlikely would you be to take a vacation trip to the Northwest Territories in the 60% next few years? 19%
21% 14%
5%
Very likely Somewhat likely Somewhat unlikely Very unlikely
Cross-tabulations show:
• Respondents from Edmonton (26%) are more likely than average to be somewhat or very likely to travel to the Northwest Territories in the next few years.
• Previous visitors to the Northwest Territories (31%), the Yukon (31%) or Nunavut (30%) are similarly more likely than average to vacation in the Northwest Territories in the next few years.
• Respondents aged 55 to 64 (26%) are more likely than those in other age groups to take such a trip also.
July 6, 2006 Page 21 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Why respondents are likely/unlikely to travel to NWT
Respondents were then asked why they would be likely or unlikely to take a vacation trip to the Northwest Territories in the next few years. On the plus side, Figure 17 shows that 5% of all respondents would go because they are curious about the Northwest Territories, have never been there, or want to learn more about it. Some 3% are motivated by the beautiful scenery, landscape, or wilderness, and a similar proportion would look to the Northwest Territories as a destination that is interesting, nice, or Canadian.
Figure 17 REASONS LIKELY TO TRAVEL TO NWT
Percentage Curious, want to learn more, or have never been there yet 5% Beautiful scenery, landscape or wilderness 3% Interesting, nice, or Canadian vacation destination 3% Have friends or relatives there or that have lived there 1% Fishing or hunting 1% Interesting/different people, lifestyle, culture, or history 1% Positive experience on previous visit 1% Will or would like to go in the future or after retirement 1% I am going there for work / on business 1% Combining the destination with another trip 1% Other outdoor activities (e.g., rock climbing, kayaking) 1% Northern Lights, 24-hour sunlight, other northern phenomena 1% Interesting wildlife or plant life to see 1% Cities or places of interest / landmarks 1% Positive word of mouth from previous visitors <1% Abundant natural resources or unspoiled environment <1% Open, vast or unpopulated landscape <1% Considering/planning trip there or hope to attend CWG <1% Spouse or friends want to go <1% Parks / National parks <1% Other reasons to travel or positive impressions 2% Note: Percentages are calculated out of all mentions, both positive and negative. Percentages may exceed 100% because multiple responses were accepted.
July 6, 2006 Page 22 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Figure 18 below lists reasons why respondents say they are unlikely to take a vacation trip to the Northwest Territories in the near future. Slightly less than one-fifth (17%) of all respondents say they are unlikely because they are not interested, have never thought about it, or have no reason to go. Nearly the same proportion (16%) prefer other destinations or have other vacation plans already. One in ten prefers warmer destinations.
Figure 18 REASONS UNLIKELY TO TRAVEL TO NWT
Percentage Not interested, never thought about it, or no reason to go 17% Prefer other destinations or have other vacation plans 16% Prefer warmer destinations 10% Cold or bad weather 9% Too far to travel 8% Limited by current health, age, children, or job / too busy 7% Do not know enough about it or lack of information/marketing 7% Too expensive to travel there 5% Nothing to do or see / no attractions there 5% No family/friends there or have family/friends elsewhere 5% Have already been there or to similar places 3% Lack of beaches, golf, or other warm outdoor activities 1% Insects are too many or too big 1% Do not usually travel or vacation within Canada 1% Prefer more populated destinations/cities / is too isolated 1% Only accessible by plane / difficult to get to or travel in 1% Uninteresting scenery / lack of trees <1% Lack of amenities, hotels for tourists <1% Other reasons not to travel or negative impressions 3% Note: Percentages are calculated out of all mentions, both positive and negative. Percentages may exceed 100% because multiple responses were accepted.
July 6, 2006 Page 23 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Knowledge about available travel experiences
Respondents were asked to rate their knowledge about available travel experiences in the Northwest Territories, using a scale of 1 to 5 where 1 is “no knowledge” and 5 is “a great deal of knowledge.” As shown below in Figure 19, slightly more than half (52%) have no knowledge of travel experiences available in the Northwest Territories. The average for respondents overall is 1.80 (out of a possible maximum of 5.00).
Figure 19 KNOWLEDGE ABOUT AVAILABLE TRAVEL EXPERIENCES IN THE NWT
How would you rate your knowledge about available travel experiences in the Northwest 52% Territories?
27% Mean: 1.80
15%
5% 2%
No knowledge (1) 2 3 4 A great deal of knowledge (5)
Note: The total percentage does not equal 100% due to rounding.
Cross-tabulations show:
• Respondents from Edmonton (2.11) and Calgary (1.91) are more likely to rate themselve knowledgeable about available travel experiences in the Northwest Territories. Those from Montreal (1.52) or Toronto (1.65) tend to rate their knowledge lower than the average.
• Those aged 65+r (2.01) are more likely to have greater knowledge about available Northwest Territories travel experiences. Those aged 25 to 34 (1.59) or 35 to 44 (1.67) are more likely to say they are less knowledgeable.
• Again, not surprisingly, previous visitors to Nunavut (3.01), Northwest Territories (2.86) or the Yukon (2.40) are more likely than average to have greater knowledge in this area.
• At 1.70, those with a total annual household income less than $100,000 are more likely than others to downrate their knowledge about available travel experiences in the Northwest Territories.
July 6, 2006 Page 24 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Impressions of the NWT as a travel destination
Respondents were asked to indicate whether, when thinking of the Northwest Territories as a travel destination, their impression was very positive, somewhat positive, somewhat negative, or very negative. About two-thirds (63%) report their impression is somewhat or very positive, whereas only one-fifth (20%) say their impression is somewhat or very negative (see Figure 20).
Figure 20 IMPRESSIONS OF THE NWT AS A TRAVEL DESTINATION
W hen thinking about the Northwest Territories as a travel destination is your impression very positive, somewhat positive, somewhat negative or very negative?
46%
17% 17% 16%
4%
Very positive Somewhat positive Couldn't really say Somewhat negative Very negative
Cross-tabulations show:
• Respondents from Montreal (22%) and Edmonton (20%) are more likely than average to report a “very” positive impression of the Northwest Territories as a travel destination. Respondents from Montreal (28%) and Winnipeg (25%) are more likely to report “somewhat” or “very” negative impressions.
• Previous visitors to Nunavut (38%), the Northwest Territories (35%) or the Yukon (26%) are more likely than average to report very positive impressions.
• Respondents aged 45 to 54 (20%) and those aged 65+ (37%) are more likely than average to report very positive impressions of the Northwest Territories also.
July 6, 2006 Page 25 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Reasons for positive/negative impression
Respondents were asked what it is about the Northwest Territories that made them have a positive or negative impression. Figure 21 lists reasons offered for positive impressions. For one-quarter of respondents (25%), their positive impression is due to the beautiful scenery, landscape or wilderness; one-eighth (13%) cite interesting/different people, lifestyle, culture or history.
Figure 21 REASONS FOR POSITIVE IMPRESSION OF NWT
Percentage Beautiful scenery, landscape or wilderness 25% Interesting/different people, lifestyle, culture, or history 13% Abundant natural resources or unspoiled environment 6% Open, vast or unpopulated landscape 6% Interesting, nice, or Canadian vacation destination 6% Curious, want to learn more, or have never been there yet 6% Positive word of mouth from previous visitors 6% Interesting wildlife or plant life to see 4% Positive impression from ads, TV shows, or other information 4% Fishing or hunting 3% Other outdoor activities (e.g., rock climbing, kayaking) 3% Positive experience on previous visit 2% Northern Lights, 24-hour sunlight, other northern phenomena 2% Have friends or relatives there or that have lived there 2% Cities or places of interest / landmarks 1% Have not heard anything negative 1% Good weather or climate <1% Considering/planning trip there or hope to attend CWG <1% Parks / National parks <1% Will or would like to go in the future or after retirement <1% I am going there for work / on business <1% Other reasons to travel or positive impressions 3% Note: Percentages are calculated out of all mentions, both positive and negative. Percentages may exceed 100% because multiple responses were accepted.
July 6, 2006 Page 26 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Figure 22 lists reasons for a negative impression about the Northwest Territories. Nine percent (9%) cite cold or bad weather, and 7% report they do not know enough about the Northwest Territories, or feel a lack of marketing and information about the Northwest Territories.
Figure 22 REASONS FOR NEGATIVE IMPRESSION OF NWT
Percentage Cold or bad weather 9% Do not know enough about it or lack of information/marketing 7% Not interested, never thought about it, or no reason to go 5% Nothing to do or see / no attractions there 4% Too far to travel 3% Prefer other destinations or have other vacation plans 2% Insects are too many or too big 2% Prefer more populated destinations/cities / is too isolated 2% Too expensive to travel there 1% Lack of amenities, hotels for tourists 1% Uninteresting scenery / lack of trees 1% Prefer warmer destinations 1% Have already been there or to similar places 1% Only accessible by plane / difficult to get to or travel in 1% Limited by current health, age, children, or job / too busy 1% Lack of beaches, golf, or other warm outdoor activities <1% Negative word of mouth <1% No family/friends there or have family/friends elsewhere <1% Other reasons not to travel or negative impressions 2% Note: Percentages are calculated out of all mentions, both positive and negative. Percentages may exceed 100% because multiple responses were accepted.
July 6, 2006 Page 27 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Findings: Nunavut
Previous travel
All respondents were asked whether they have ever travelled to the Nunavut for business or pleasure. Results appear below in Figure 23, showing that 5% overall have travelled to Nunavut.
Figure 23 PREVIOUS TRAVEL TO NUNAVUT
Have you ever travelled to Nunavut for business or pleasure?
5%
3% 1% 1% <1%
Yes, business Yes, pleasure Yes, both Yes, for some No other reason
Cross-tabulations show:
• Respondents from Ottawa (10%) and Winnipeg (9%) are most likely to have travelled to Nunavut while those from Montreal (2%) or Toronto (3%) are the least likely to have done so.
• Men (7%) are more likely than women (3%) to have travelled to Nunavut.
• Visitors to the Northwest Territories (27%) and the Yukon (19%) are more likely than average to have travelled to Nunavut also.
• Increased age and income are associated with greater likelihood of previous travel to Nunavut.
July 6, 2006 Page 28 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Likelihood of Nunavut vacation in near future
Respondents were asked how likely they would be to take a vacation trip to Nunavut in the next few years. As shown in Figure 24 below, 12% in total say they are “very” or “somewhat” likely to take such a vacation.
Figure 24 LIKELIHOOD OF FUTURE NUNAVUT TRAVEL
69%
12%
19% 9% 3%
Very likely Somewhat likely Somewhat unlikely Very unlikely
Cross-tabulations show:
• Respondents from Ottawa (17%) and Montreal (17%) are more likely than average to say they are somewhat or very likely to take a vacation trip to Nunavut in the near future.
July 6, 2006 Page 29 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Why respondents are likely/unlikely to travel to Nunavut
Respondents were asked why they would be likely or unlikely to take a vacation trip to Nunavut in the next few years; results appear below in Figure 25. Out of all respondents, the leading reason (given by 4%) to visit is that they are curious about Nunavut, want to learn more, or have never been there. Another 2% each are motivated either because they perceive Nunavut as an interesting, nice, or Canadian destination, or because of the beautiful scenery, landscape or wilderness.
Figure 25 REASONS LIKELY TO TRAVEL TO NUNAVUT
Percentage Curious, want to learn more, or have never been there yet 4% Interesting, nice, or Canadian vacation destination 2% Beautiful scenery, landscape or wilderness 2% Interesting/different people, lifestyle, culture, or history 1% Will or would like to go in the future or after retirement 1% Have friends or relatives there or that have lived there 1% Fishing or hunting 1% Positive word of mouth from previous visitors 1% Combining the destination with another trip <1% Open, vast or unpopulated landscape <1% I am going there for work / on business <1% Other outdoor activities (e.g., rock climbing, kayaking) <1% Cities or places of interest / landmarks <1% Northern Lights, 24-hour sunlight, other northern phenomena <1% Considering/planning trip there or hope to attend CWG <1% Abundant natural resources or unspoiled environment <1% Interesting wildlife or plant life to see <1% Positive experience on previous visit <1% Positive impression from ads, TV shows, or other information <1% Have not heard anything negative <1% Good weather or climate <1% Spouse or friends want to go <1% Other reasons to travel or positive impressions 1% Note: Percentages are calculated out of all mentions, both positive and negative. Percentages may exceed 100% because multiple responses were accepted.
July 6, 2006 Page 30 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Figure 26 below lists reasons why respondents say they are unlikely to take a vacation trip to Nunavut in the near future. Almost one-quarter (22%) are unlikely to take a trip because they are not interested, have never thought about it, or feel they have no reason to go, followed by 17% who prefer other destinations or have other vacation plans, and 13% who say it is too far to travel.
Figure 26 REASONS UNLIKELY TO TRAVEL TO NUNAVUT
Percentage Not interested, never thought about it, or no reason to go 22% Prefer other destinations or have other vacation plans 17% Too far to travel 13% Cold or bad weather 11% Prefer warmer destinations 9% Do not know enough about it or lack of information/marketing 8% Limited by current health, age, children, or job / too busy 8% Nothing to do or see / no attractions there 7% Too expensive to travel there 6% No family/friends there or have family/friends elsewhere 4% Lack of beaches, golf, or other warm outdoor activities 2% Have already been there or to similar places 2% Only accessible by plane / difficult to get to or travel in 1% Prefer more populated destinations/cities / is too isolated 1% Insects are too many or too big 1% Lack of amenities, hotels for tourists <1% Do not usually travel or vacation within Canada <1% Negative word of mouth <1% Uninteresting scenery / lack of trees <1% Other reasons not to travel or negative impressions 2% Percentages are calculated out of all mentions, both positive and negative. Percentages may exceed 100% because multiple responses were accepted.
July 6, 2006 Page 31 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Knowledge about available travel experiences
Respondents were asked to rate their knowledge about available travel experiences in Nunavut using a scale of 1 to 5 where 1 is “no knowledge” and 5 is “a great deal of knowledge.” As Figure 27 below shows, over two-thirds (67%) say they have no knowledge of travel experiences available in Nunavut. The average rating overall is 1.51 (out of a possible maximum of 5.00).
Figure 27 KNOWLEDGE ABOUT AVAILABLE TRAVEL EXPERIENCES IN NUNAVUT
67%
Mean: 1.51
21%
9% 3% 1%
No knowledge (1) 2 3 4 A great deal of knowledge (5)
Note: The total percentage does not equal 100% due to rounding
Cross-tabulations show:
• Respondents from Ottawa (1.72) and Winnipeg (1.70) tend to rate themselves slightly more knowledgeable than the average concerning available travel experiences in Nunavut. Those from Vancouver (1.45) and Toronto (1.45) tend to rate their knowledge slightly below the average.
• Respondents aged 65+ (1.66) tend to rate themselves more knowledgeable about available travel experiences in Nunavut, whereas those aged 25 to 34 (1.38) and 35 to 44 (1.42) tend to say they are less knowledgeable.
• Again, unsurprisingly, previous visitors to Nunavut (2.80), Northwest Territories (1.88) or the Yukon (1.73) tend to rate their knowledge of available Nunavut travel experiences more highly than average.
July 6, 2006 Page 32 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Impressions of Nunavut as a travel destination
Respondents were asked to indicate whether, when thinking of Nunavut as a travel destination, their impression was very positive, somewhat positive, somewhat negative, or very negative. Just over one-half (51%) say their impression is “somewhat” or “very” positive, while more than one-quarter (27%) overall report their impression is “somewhat” or “very” negative. Results appear below in Figure 28.
Figure 28 IMPRESSION OF NUNAVUT AS A TRAVEL DESINATION
When thinking about the Nunavut as a travel destination is your impression very positive, somewhat positive, somewhat negative or very negative?
39%
23% 20%
12% 7%
Very positive Somewhat positive Couldn't really say Somewhat negative Very negative
Cross-tabulations show:
• Montreal respondents tend to be the most polarized about Nunavut as a travel destination: they are more likely to have both a very positive impression (21%), and a negative impression (30% each for “somewhat” and “very” negative).
• Respondents from Ottawa are also more likely to have a very positive impression (14%), while those from Winnipeg are more likely to have a very negative impression (29%).
• Previous visitors to the Nunavut (32%), the Northwest Territories (20%) or the Yukon (18%) tend to report very positive impressions of Nunavut as a travel destination.
July 6, 2006 Page 33 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Positive/negative impressions
Respondents were asked what it is about Nunavut that made them have a positive or negative impression. Figure 29 shows that almost one-fifth (18%) say their positive impression is due to the beautiful scenery, landscape or wilderness, and one-eighth (13%) cite the Territory’s interesting/different people, lifestyle, culture or history.
Figure 29 REASONS FOR POSITIVE IMPRESSION OF NUNAVUT
Percentage Beautiful scenery, landscape or wilderness 18% Interesting/different people, lifestyle, culture, or history 13% Interesting, nice, or Canadian vacation destination 6% Curious, want to learn more, or have never been there yet 6% Abundant natural resources or unspoiled environment 5% Open, vast or unpopulated landscape 5% Interesting wildlife or plant life to see 4% Positive impression from ads, TV shows, or other information 4% Positive word of mouth from previous visitors 4% Other outdoor activities (e.g., rock climbing, kayaking) 2% Fishing or hunting 2% Have not heard anything negative 1% Have friends or relatives there or that have lived there 1% Northern Lights, 24-hour sunlight, other northern phenomena 1% Positive experience on previous visit 1% Cities or places of interest / landmarks 1% Good weather or climate 1% Will or would like to go in the future or after retirement <1% Have already been there or to similar places <1% Considering/planning trip there or hope to attend CWG <1% I am going there for work / on business <1% Other reasons to travel or positive impressions 2% Note: percentages are calculated out of all mentions, both positive and negative. Percentages may exceed 100% because multiple responses were accepted.
July 6, 2006 Page 34 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Figure 30 lists reasons for a negative impression about Nunavut. Twelve percent (12%) cite cold or bad weather, and 11% say they do not know enough about Nunavut or feel a lack of marketing and information.
Figure 30 REASONS FOR NEGATIVE IMPRESSION OF NUNAVUT
Percentage Cold or bad weather 12% Do not know enough about it or lack of information/marketing 11% Nothing to do or see / no attractions there 6% Not interested, never thought about it, or no reason to go 6% Prefer more populated destinations/cities / is too isolated 3% Too far to travel 3% Too expensive to travel there 2% Prefer other destinations or have other vacation plans 1% Insects are too many or too big 1% Prefer warmer destinations 1% Only accessible by plane / difficult to get to or travel in 1% Limited by current health, age, children, or job / too busy 1% Lack of amenities, hotels for tourists 1% Uninteresting scenery / lack of trees 1% Lack of beaches, golf, or other warm outdoor activities 1% Negative word of mouth 1% No family/friends there or have family/friends elsewhere <1% Spouse or friends want to go <1% Other reasons not to travel or negative impressions 2% Note: percentages are calculated out of all mentions, both positive and negative. Percentages may exceed 100% because multiple responses were accepted.
July 6, 2006 Page 35 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions of the North
Location / cost issues relating to Northern travel: agree or disagree
As Figure 31 shows, below, three-fifths of respondents (60%) agree to some extent that the cost of travelling to the North is too high, and about half (51%) believe that the cost of vacationing and travelling is too expensive.
From the reverse perspective, however, more than half of all respondents (57%) disagree with the statement that the North is simply too far away, suggesting that cost is a greater barrier to vacationing in the North than distance.
Figure 31 LOCATION / COST ISSUES: AGREE OR DISAGREE
I am unlikely to consider the North as a vacation destination because... Strongly disagree Somewhat disagree Somewhat agree Strongly agree
14% 19% 24%
29% 32% 36%
26% 29% 25%
31% 16% 21%
Canada's North is simply too far away The cost of travelling to the North is The cost of travelling and vacationing too high is too expensive
July 6, 2006 Page 36 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions that the North is too far away
As Figure 32 shows, below, respondents from Montreal are much more likely than respondents elsewhere to “strongly” agree that they are unlikely to consider the North as a vacation destination because it is simply too far away. All remaining markets show similar and markedly smaller proportions of respondents (10% - 13%) who “somewhat” and “strongly” agree.
Figure 32 TOO FAR AWAY – BY REGION
I am unlikely to consider visiting the North as a vacation destination Agree because it is simply too far away 57%
Agree Agree 44% 45% Agree Agree Agree Agree 39% 41% 40% 38% 11% 12% 10% 43% 10% 12% 13%
34% 32% 33% 28% 29% 25%
14%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal
Somewhat agree Strongly agree
Cross-tabulations also show:
• Respondents who have previously travelled to the any of the Northern territories for business, pleasure or other reasons are more likely to disagree with this statement.
• Respondents aged 35 to 44 years are more likely than average to “somewhat” agree with it.
July 6, 2006 Page 37 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions that cost of travelling North is too high
As Figure 33 shows, respondents from Montreal, Winnipeg and Ottawa are most likely to agree they are unlikely to consider visiting the North as a vacation destination because the cost of going there is too high. Respondents from Montreal (50%) and Winnipeg (38%) are most likely to “strongly” agree with this statement.
Figure 33 COST IS TOO HIGH – BY REGION
I am unlikely to consider visiting the North as a vacation destination because the cost of travelling to the North is too high Agree Agree 77% 75% Agree 72% Agree Agree 60% 54% Agree Agree 28% 51% 51% 38%
9% 24% 50% 19% 20%
48% 42% 40% 35% 36% 31% 21%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal
Somewhat agree Strongly agree
Cross-tabulations also reveal:
• Respondents aged 55 to 64 years are less likely than average to “strongly” agree that the cost of travelling to the North is too high.
July 6, 2006 Page 38 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions that Northern travelling and vacationing is too expensive
As Figure 34 illustrates, respondents from Montreal, Ottawa and Winnipeg are once again most likely to bypass the notion of vacationing in the North because the cost of travelling and vacationing is too high.
Montreal respondents are the most likely to “strongly” agree with the statement.
Figure 34 TRAVELLING AND VACATIONING IS TOO EXPENSIVE – BY REGION
I am unlikely to consider visiting the North as a vacation destination because the cost of travelling and vacationing is too expensive Agree Agree Agree 71% 66% 68%
Agree Agree Agree Agree 46% 27% 49% 27% 43% 44% 47%
8% 18% 13% 17%
39% 41% 36% 31% 29% 31% 24%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal
Somewhat agree Strongly agree
Cross-tabulations show:
• Respondents with a combined household income of $150,000 or more have a greater tendency than others to “strongly” disagree with this statement.
July 6, 2006 Page 39 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Local conditions in the North: agree or disagree
Figure 35 compares perceptions related to local conditions in the North. Nearly one-half of respondents (47%) agree that they would not consider Northern travel because the roads are poor or non-existent. Although two-fifths (40%) agree that they forego Northern travel because it is simply too cold, the remaining three-fifths actually disagree with this statement.
The vast majority of respondents (88%) disagree with the notion that a Northern vacation is out of consideration because of cultural and language differences.
Figure 35 LOCAL CONDITIONS: AGREE OR DISAGREE
I am unlikely to consider the North as a vacation destination because...
Strongly disagree Somewhat disagree Somewhat agree Strongly agree
5% 12% 19% 8%
26% 21% 35%
27% 32% 62% 33% 22%
It's simply too cold There are cultural and language The roads are poor or non-existent differences
Note: The total percentage does not equal 100% due to rounding.
July 6, 2006 Page 40 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions that the North is too cold
As Figure 36 shows, over one-half of Montreal respondents (53%) agree that they are unlikely to consider the North as a vacation destination because it is simply too cold. By contrast, Edmonton respondents, at 30%, are least likely to agree with this statement.
Figure 36 TOO COLD – BY REGION
I am unlikely to consider visiting the North as a vacation destination because it is simply too cold Agree 53% Agree Agree 45% Agree 41% Agree Agree 37% 38% 37% Agree 30% 23% 38% 15% 14% 22% 16%
12%
23% 23% 22% 22% 18% 20% 15%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal
Somewhat agree Strongly agree
Cross-tabulations also show:
• Respondents who have travelled to any of the Northern territories for business, pleasure or other reasons are more likely to disagree with this statement.
• Respondents aged 25 to 44 years are more likely than average to agree with this statement, whereas those 55 years or older are more likely than average to “strongly” disagree with it.
July 6, 2006 Page 41 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions that roads are poor/non-existent
As Figure 37 shows, Winnipeg respondents have the largest contingent overall who forego thinking of a Northern vacation because the roads are poor or non-existent (58%), with Montreal respondents close behind (56%).
However, Montreal respondents are more likely than Winnipeggers to “strongly” agree with this statement (25% and 19%, respectively).
Figure 37 ROADS ARE POOR/NON-EXISTENT – BY REGION
I am unlikely to consider visiting the North as a vacation destination because the roads are poor or non-existent Agree Agree Agree 58% Agree 56% Agree 50% 53% 46% Agree Agree 41% 19% 9% 12% 39% 25% 12% 7% 10%
42% 39% 41% 34% 34% 29% 32%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal Somewhat agree Strongly agree
July 6, 2006 Page 42 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions of cultural and language differences
As Figure 38 shows, more than two-fifths of Montreal respondents (42%) say they are unlikely to consider visiting the North as a vacation destination because there are cultural and language differences – a much greater percentage than the next largest segment, in Ottawa (17%).
The 29% of Montreal respondents who “strongly” agree with this statement is a much larger ratio than was found in any other market in this study.
Figure 38 CULTURAL AND LANGUAGE DIFFERENCES – BY REGION
I am unlikely to consider visiting the North as a vacation destination Agree because there are cultural and language differences 42%
29%
Agree 17% Agree Agree Agree 12% 4% Agree 10% Agree 10% 7% 8% 3% 1% 2% 1% 2% 13% 13% 8% 8% 9% 5% 7%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal
Somewhat agree Strongly agree
Cross-tabulations also show:
• Respondents who have travelled to the Yukon or to the Northwest Territories for business, pleasure or other reasons are more likely to disagree with this statement.
• Respondents 55 years or older are more likely than average to “strongly” disagree with this statement.
• Respondents with a combined household income of $150,000 or more also tend to “strongly” disagree with it.
July 6, 2006 Page 43 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Family activities in the North: agree or disagree
Roughly three-quarters of respondents (74%) disagree with the statement that they are unlikely to consider visiting the North as a vacation destination because of a lack of activities for children and families. Only 9% of respondents overall “strongly” agree with this statement.
Figure 39 ACTIVITIES FOR FAMILIES: AGREE OR DISAGREE
I am unlikely to consider the North as a vacation destination because...
Strongly disagree Somewhat disagree Somewhat agree Strongly agree
9%
18%
35%
39%
There is a lack of activities for children and families
Note: The total percentage does not equal 100% due to rounding.
July 6, 2006 Page 44 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions of lack of family activities
As Figure 40 shows, below, 53% of Montreal respondents perceive a lack of activities for children and families, of which 24% “strongly” agree with this statement.
Figure 40 LACK OF ACTIVITIES FOR CHILDREN AND FAMILIES – BY REGION
I am unlikely to consider visiting the North as a vacation destination because there is a lack of activities for children and families Agree 53%
Agree 24% Agree Agree 32% Agree 28% 26% Agree 24% Agree 7% 21% 21% 5% 10% 4% 9% 9% 29% 25% 19% 17% 18% 17% 13%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal
Somewhat agree Strongly agree
Cross-tabulations also show:
• Respondents who have travelled to the Yukon for business, pleasure or other reasons are more likely to disagree with this statement.
• Respondents aged 25 to 44 years are more likely than average to “somewhat” agree with this statement, whereas those 55 years or older are more likely to “strongly” disagree with it.
July 6, 2006 Page 45 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Accommodations and fine dining in the North: agree or disagree
Figure 41 shows that perceptions of quality accommodations and fine dining opportunities in the North have similar effect. Most respondents disagree that they are unlikely to consider a Northern vacation due to a lack of quality accommodations or fine dining opportunities: 70%, with respect to a lack of quality accommodations, and 73% with respect to a lack of fine dining opportunities.
Figure 41 ACCOMMODATIONS / DINING OPPORTUNITIES: AGREE OR DISAGREE
I am unlikely to consider the North as a vacation destination because...
Strongly disagree Somewhat disagree Somewhat agree Strongly agree
9% 8%
22% 19%
37% 41%
36% 29%
There is a lack of quality accommodations There is a lack of fine dining opportunities
Note: The total percentage does not equal 100% due to rounding.
July 6, 2006 Page 46 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions of lack of quality accommodations
As Figure 42 shows, respondents from Montreal (43%) and Ottawa (39%) are most likely to perceive a lack of quality accommodations as a barrier to considering visiting the North as a vacation destination. Montreal respondents also constitute the largest proportion of respondents who “strongly” agree with this statement.
Figure 42 LACK OF ACCOMMODATIONS – BY REGION
I am unlikely to consider visiting the North as a vacation destination because there is a lack of quality accommodations Agree Agree 43% Agree 39% Agree 35% Agree Agree 31% 30% 27% 12% Agree 6% 24% 26% 7% 9% 7% 6%
29% 27% 24% 19% 21% 21% 19%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal
Somewhat agree Strongly agree
July 6, 2006 Page 47 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions of lack of fine dining opportunities
As shown in Figure 43, Montreal respondents (43%) are once again most likely to perceive a lack of fine dining opportunities as a barrier to considering the North as a vacation destination, followed by Winnipeg respondents (34%) and Ottawa respondents (33%).
Figure 43 LACK OF FINE DINING OPPORTUNITIES – BY REGION I am unlikely to consider visiting the North as a vacation destination because there is a lack of fine dining opportunities Agree 43%
Agree 34% Agree 33% Agree Agree Agree Agree 24% 26% 5% 23% 24% 25% 13%
4% 7% 9% 6%
28% 21% 21% 19% 17% 18% 18%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal
Somewhat agree Strongly agree
Cross-tabulations also show:
• Respondents with a total household income between $125,000 and $150,000 are more likely to “somewhat” disagree with this statement.
• Respondents whose total household income exceeds $200,000 are more likely to “strongly” agree with this statement.
July 6, 2006 Page 48 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Attractions in the North: agree or disagree
Figure 44 compares perceptions towards a series of statements related to general attractions in the North. Most respondents (90%) do not see a lack of gambling opportunities as a barrier to considering the North as a vacation destination. One-quarter of respondents overall (26%) do, however, limit their consideration on the basis that there is not enough to see or do, while almost as many agree that there is a lack of festivals, arts, or cultural attractions (24%), and a lack of organized tours (22%).
Figure 44 GENERAL ATTRACTIONS: AGREE OR DISAGREE
I am unlikely to consider the North as a vacation destination because...
Strongly disagree Somewhat disagree Somewhat agree Strongly agree 4% 7% 7% 9% 6% 15% 17% 19% 17%
27% 39% 38%
71% 47% 39% 38%
There is a lack of There is a lack of There is a lack of There is not enough to organized tours festivals, arts, or cultural gambling opportunities see or do attractions
July 6, 2006 Page 49 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions of lack of organized tours
As Figure 45 shows, more than half of all Montreal respondents (52%) agree that they are unlikely to consider visiting the North as a vacation destination due to a lack of organized tours, which is much higher than all other regions surveyed.
Figure 45 LACK OF ORGANIZED TOURS – BY REGION
I am unlikely to consider visiting the North as a vacation destination because there is a lack of organized tours
32%
5% 7% 3% 3% 2% 5% 18% 20% 15% 13% 13% 14% 15%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal Somewhat agree Strongly agree
Cross-tabulations also show:
• Respondents who have travelled to the any of the Northern territories for business, pleasure or other reasons are more likely to disagree with this statement.
• Respondents with a total household income between $150,000 and $175,000 are more likely to “strongly” disagree with this statement, as are respondents whose total household income exceeds $200,000.
July 6, 2006 Page 50 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions of lack of festivals, arts, or cultural attractions
Figure 46 shows that more than half of all Montreal respondents (52%) agree that they are unlikely to consider a Northern vacation due to a lack of festivals, arts, or cultural attractions – again, a much higher proportion than found in other regions.
Figure 46 LACK OF FESTIVALS / ARTS/ CULTURAL ATTRACTIONS – BY REGION
I am unlikely to consider visiting the North as a vacation destination because there is a lack of festivals, arts or cultural attractions Agree 52%
30% Agree Agree Agree 26% 25% Agree 23% 19% Agree Agree 4% 17% 17% 7% 3% 5% 5% 4%
20% 21% 19% 22% 15% 12% 13%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal
Somewhat agree Strongly agree
Cross-tabulations also show:
• Respondents who have travelled to any of the Northern territories for business, pleasure or other reasons are more likely to “strongly” disagree with this statement.
• Those aged 25 to 34 years are less likely to “strongly” disagree with this statement, and more likely to “somewhat” agree.
• Respondents aged 45 to 54 years are more likely to “strongly” disagree with this statement.
July 6, 2006 Page 51 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions of lack of gambling opportunities
Figure 47 shows that slightly under half of all Montreal respondents (45%) agree that they are unlikely to consider visiting the North for a vacation due to a gambling opportunities – also a higher proportion than found in any other regions.
Figure 47 LACK OF GAMBLING OPPORTUNITIES – BY REGION
I am unlikely to consider visiting the North as a vacation destination Agree because there is a lack of gambling opportunities 45%
26%
Agree Agree Agree Agree Agree 9% 7% 8% 8% 6% Agree 19% 3% 1% 2% 4% 4% 0% 1% 6% 7% 6% 6% 3% 2%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal Somewhat agree Strongly agree
Cross-tabulations also show:
• Respondents aged 25 to 34 are less likely to “strongly” disagree with this statement, whereas those 55 or over are more likely to do so.
• Respondents with a total household income greater than $175,000 are more likely to “strongly” disagree with this statement.
July 6, 2006 Page 52 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceptions of lack of things to see or do
Figure 48 shows that just under one-half of Montreal respondents (46%) agree that they are unlikely to consider visiting the North as a vacation destination because there is not enough to see or do – again, significantly more than in any other regions surveyed.
Figure 48 NOT ENOUGH TO SEE OR DO – BY REGION
I am unlikely to consider visiting the North as a vacation destination because there is not enough to see or do Agree 46%
Agree Agree Agree 27% Agree 29% 25% Agree Agree 23% 24% 21% 23% 7% 11% 7% 8% 5% 8%
18% 15% 16% 16% 17% 15% 17%
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal
Somewhat agree Strongly agree
Cross-tabulations also show:
• Respondents who have travelled to any of the Northern territories for business, pleasure or other reasons are more likely to “strongly” disagree with this statement.
• Respondents aged 25 to 34 years are less likely to “strongly” disagree with this statement, and more likely to “somewhat” agree with this statement.
• Respondents aged 55 or over are more likely to “strongly” disagree with this statement.
July 6, 2006 Page 53 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Perceived barriers to Northern travel: comparison
Figure 49 and Figure 50 compare perceptions of the North that act as barriers to travel. Figure 49 shows the six most powerful barriers (in order from left to right), while Figure 50, on the following page, presents the other seven less-serious ones.
The most serious barriers, among those tested, relate to perceived cost, road conditions, distance, climate, and availability of accommodations. Less likely to be seen as barriers to vacationing in the North are: a lack of gambling opportunities, cultural and language differences, a lack of organized tours, or a lack of festivals, arts and cultural attractions.
Figure 49 BARRIERS TO NORTHERN TRAVEL COMPARED – TOP SIX
I am unlikely to consider the North as a vacation destination because...
Strongly disagree Somewhat disagree Somewhat agree Strongly agree
12% 14% 9% 24% 19% 19% 22% 35% 29% 21% 32% 36% 41% 26% 27% 29% 32% 25%
31% 33% 29% 22% 16% 21%
The cost of The cost of The roads are Canada's North It's simply too Lack of quality travelling to the travelling and poor or non is simply too far cold accommodations North is too high vacationing is too existent away expensive
July 6, 2006 Page 54 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Figure 50 BARRIERS TO NORTHERN TRAVEL COMPARED – REMAINING SEVEN
I am unlikely to consider the North as a vacation destination because...
Strongly disagree Somewhat disagree Somewhat agree Strongly agree
8% 9% 9% 7% 7% 5% 4% 8% 6% 17% 15% 19% 18% 17% 19% 26%
27% 38% 39% 37% 35%
71% 62% 47% 36% 39% 38% 39%
Lack of fine Lack of activities There is not Lack of festivals, Lack of Cultural and Lack of dining for children and enough to see arts, cultural organized tours language gambling opportunities families or do attractions differences opportunities
July 6, 2006 Page 55 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Canada Games
Awareness of Canada Games
Respondents were also asked several questions to gauge current awareness of the Canada Games and the 2007 Canada Winter Games. Eighty-eight percent of respondents say they have heard of the Canada Games (see Figure 51 below).
Figure 51 AWARENESS OF CANADA GAMES
Have you heard of the Canada Games?
Yes 88%
No 12%
Cross-tabulations show the following:
• Respondents from Vancouver (94%), Ottawa (93%) and Winnipeg (91%) are more likely to be aware of the Games. Those from Montreal (73%) and Toronto (83%) are somewhat less likely to have heard about the Games.
• Previous visitors to the Northwest Territories (96%) and the Yukon (94%) are more likely to say they have heard of the Games.
• Respondents aged 65+ (93%) are more likely than other age groups to have heard of the Games. Those aged 25 to 34 are least likely of all age groups to have heard of them.
July 6, 2006 Page 56 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Respondents were then asked whether they were aware that the next Canada Games would be the Canada Winter Games in Whitehorse, Yukon in 2007. As Figure 52 shows, three-quarters (75%) were not aware that the 2007 Canada Winter Games in Whitehorse are the next Canada Games.
Figure 52 AWARENESS OF NEXT CANADA GAMES (WHITEHORSE, 2007)
Are you aware the next Canada Games will be the Canada Winter Games in Whitehorse, Yukon, in 2007?
No 75%
Yes 25%
Cross-tabulations show:
• Respondents from Edmonton (30%) are more likely than average to know that the next Games will be held in Whitehorse, Yukon, 2007, whereas those from Toronto are least likely to know that.
• Previous visitors to the Northwest Territories (38%), Nunavut (37%) and the Yukon (34%) are more likely than average to know that the next Games will be in Whitehorse, Yukon, 2007.
• Respondents aged 65+ (34%) are more likely than average to be aware of the next Games’ location.
July 6, 2006 Page 57 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Support for Canada Games
Respondents were read two statements about the Canada Games, and asked to indicate whether they agree or disagree with each statement, to assess their level of support for the Games.
The first statement read: I am more likely to support a company that sponsors events like the Canada Games.
As Figure 53 illustrates, nearly two-thirds (63%) either “strongly” or “somewhat “agree with this statement.
Figure 53 SUPPORT FOR COMPANIES THAT SPONSOR CANADA GAMES
Agree/disagree: I am more likely to support a company that sponsors events like the Canada Games
Strongly disagree Somewhat disagree Somewhat agree Somewhat disagree
63%
40%
24% 23% 13%
Cross-tabulations show:
• Montreal residents constitute those most likely to “strongly agree” (31%) as well as those most likely to “strongly disagree” (24%).
July 6, 2006 Page 58 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
The second statement used to elicit respondents’ level of support read: The Canada Games is an important Canadian institution that supports nation-building.
Results appear in Figure 54 below, which shows that 88% “strongly” or “somewhat” agree with this statement.
Figure 54 CANADA GAMES AS A NATION-BUILDING INSTITUTION
Agree/disagree: The Canada Games is an important Canadian institution that supports nation-building
Strongly disagree Somewhat disagree Somewhat agree Strongly agree
88%
53%
35%
5% 8%
Cross-tabulations show:
• Montreal residents are most likely to “strongly disagree” with this statement (13%).
• Females (57%) are more likely than males (49%) to agree with this statement.
• Agreement with this statement tends to be stronger in progressively older age cohorts.
July 6, 2006 Page 59 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Appendix A: Marginal results N = 2005
# ______
INTERVIEWER: ______PHONE: ( ______) - ______- ______
REGION: Vancouver25% Edmonton 15% Calgary ....15% Winnipeg... 8% Toronto ....20% Ottawa...... 8% Montreal ..10%
GENDER: Male ...... 50% Female...... 50%
Hello, my name is ______and I'm calling from to conduct a brief survey on behalf of the Canada Games. The topic is tourism in all three of Canada’s northern territories. I need to speak to someone in your household over the age of 25 who makes vacation decisions in your household [I1]. Is that you?
In order to ensure a wide representation of people in this study, please tell me if your total annual household income before taxes is less or more than seventy five thousand dollars? IF LESS THAN $75,000 SAY …We have already filled our quota for this income category. I thank you for taking the time to speak to me. Have a good day / evening. [I2]
Have you taken a trip sometime in the past two years or are you planning a trip sometime within the next two years that involved or will involve an overnight stay of 5 nights or more? IF NO, THANK AND TERMINATE [I3]
Was that or will that be to a cottage or vacation home within driving distance of your home? IF YES, THANK AND TERMINATE [I4]
And again, in order to ensure a wide representation of people in this study, please tell me if you or another vacation decision maker in your household has completed some post- secondary education? IF NO, THANK AND TERMINATE. [I5]
Just before we begin I would like to assure you that all the information gathered through this study is strictly confidential. We guarantee your anonymity. There are no names attached to the research findings and the report submitted to the 2007 Canada Games will discuss the results of the study as a whole.
July 6, 2006 Page A-1 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q1 Have you ever traveled to the Yukon for business or pleasure? IF YES, ASK, would that be for business or pleasure? Yes, business...... 5% Yes, pleasure...... 8% Yes, both ...... 3% Yes, some other reason ...... <1% No...... 84% Don’t know / refused ...... <1%
Q2 Have you ever traveled to the Northwest Territories for business or pleasure? IF YES, ASK, would that be for business or pleasure? Yes, business...... 7% Yes, pleasure...... 5% Yes, both ...... 2% Yes, some other reason ...... <1% No...... 86% Don’t know / refused ...... <1%
Q3 Have you ever traveled to Nunavut (NOON-A-VUTE – RHYMES WITH SUIT) for business or pleasure? IF YES, ASK, would that be for business or pleasure? Yes, business...... 3% Yes, pleasure...... 1% Yes, both ...... 1% Yes, some other reason ...... <1% No...... 95% Don’t know / refused ...... <1%
Q4 How likely or unlikely would you be to take a vacation trip to the Yukon in the next few years? Would you be… READ LIST Very unlikely ...... 54% Somewhat unlikely...... 21% Somewhat likely...... 18% or very likely to take such a vacation...... 7% Don't know / refused...... 1% GO TO Q6
July 6, 2006 Page A-2 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q5 And why are you likely / unlikely [SEE Q4] to take a vacation trip to the Yukon? PROBE Any other reasons? Anything else? (N=1978) Positive reasons Curious, want to learn more, or have never been there yet...... 6% Beautiful scenery, landscape or wilderness ... 4% Interesting, nice, or Canadian vacation destination ...... 3% Other reasons to travel or positive impressions...... 2% Have friends or relatives there or that have lived there...... 2% Will or would like to go in the future or after retirement...... 2% Other outdoor activities (e.g., rock climbing, kayaking) ...... 1% Positive experience on previous visit...... 1% Combining the destination with another trip . 1% Interesting/different people, lifestyle, culture, or history ...... 1% Fishing or hunting...... 1% Northern Lights, 24-hour sunlight, other northern phenomena ...... 1% Positive word of mouth from previous visitors...... 1% Considering/planning trip there or hope to attend CWG...... 1% Cities or places of interest / landmarks...... 1% Spouse or friends want to go...... 1% Abundant natural resources or unspoiled environment...... 1% Open, vast or unpopulated landscape...... 1% Interesting wildlife or plant life to see ...... 1% I am going there for work / on business...... <1% Good weather or climate...... <1% Positive impression from ads, TV shows, or other information ...... <1% Parks / National parks ...... <1%
July 6, 2006 Page A-3 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Negative reasons Not interested, never thought about it, or no reason to go...... 18% Prefer other destinations or have other vacation plans...... 18% Prefer warmer destinations ...... 10% Limited by current health, age, children, or job / too busy...... 9% Cold or bad weather...... 8% Too far to travel ...... 6% Too expensive to travel there...... 5% Do not know enough about it or lack of information/marketing ...... 5% Nothing to do or see / no attractions there ..... 4% No family/friends there or have family/friends elsewhere ...... 4% Have already been there or to similar places ...... 3% Other reasons not to travel or negative impressions...... 3% Insects are too many or too big...... 1% Lack of beaches, golf, or other warm outdoor activities...... 1% Prefer more populated destinations/ cities / is too isolated...... 1% Only accessible by plane / difficult to get to or travel in...... 1% Do not usually travel or vacation within Canada ...... <1% Lack of amenities, hotels for tourists...... <1% Negative word of mouth ...... <1% Do not know / refused...... 2%
Q6 How likely or unlikely would you be to take a vacation trip to the Northwest Territories in the next few years? Would you be… READ LIST Very unlikely ...... 58% Somewhat unlikely...... 20% Somewhat likely...... 14% or very likely to take such a vacation...... 5% Don't know / refused...... 4% GO TO Q8
July 6, 2006 Page A-4 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q7 And why are you likely / unlikely [SEE Q6] to take a vacation trip to the Northwest Territories? PROBE Any other reasons? Anything else? (N=1935) Positive reasons Curious, want to learn more, or have never been there yet...... 4% Beautiful scenery, landscape or wilderness ...... 3% Interesting, nice, or Canadian vacation destination ...... 3% Other reasons to travel or positive impressions...... 2% Have friends or relatives there or that have lived there...... 1% Fishing or hunting...... 1% Interesting/different people, lifestyle, culture, or history ...... 1% Positive experience on previous visit...... 1% Will or would like to go in the future or after retirement...... 1% I am going there for work / on business...... 1% Combining the destination with another trip...... 1% Other outdoor activities (e.g., rock climbing, kayaking) ...... 1% Northern Lights, 24-hour sunlight, other northern phenomena ...... 1% Interesting wildlife or plant life to see ...... 1% Cities or places of interest / landmarks...... 1% Positive word of mouth from previous visitors...... <1% Abundant natural resources or unspoiled environment...... <1% Open, vast or unpopulated landscape...... <1% Considering/planning trip there or hope to attend CWG ...... <1% Spouse or friends want to go...... <1% Parks / National parks ...... <1%
July 6, 2006 Page A-5 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Negative reasons Not interested, never thought about it, or no reason to go...... 17% Prefer other destinations or have other vacation plans ...... 15% Prefer warmer destinations ...... 10% Cold or bad weather...... 9% Too far to travel ...... 8% Limited by current health, age, children, or job / too busy ...... 7% Do not know enough about it or lack of information/marketing...... 7% Too expensive to travel there...... 5% Nothing to do or see / no attractions there ..... 5% No family/friends there or have family/friends elsewhere...... 4% Other reasons not to travel or negative impressions...... 3% Have already been there or to similar places ...... 2% Lack of beaches, golf, or other warm outdoor activities...... 1% Insects are too many or too big...... 1% Do not usually travel or vacation within Canada...... 1% Prefer more populated destinations/ cities / is too isolated...... 1% Only accessible by plane / difficult to get to or travel in...... 1% Uninteresting scenery / lack of trees...... <1% Lack of amenities, hotels for tourists...... <1% Do not know / refused...... 3%
Q8 How likely or unlikely would you be to take a vacation trip to Nunavut (NOON- A-VUTE – RHYMES WITH SUIT) in the next few years? Would you be… READ LIST Very unlikely ...... 66% Somewhat unlikely...... 18% Somewhat likely...... 9% or very likely to take such a vacation...... 2% Don't know / refused...... 5% GO TO Q10
July 6, 2006 Page A-6 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q9 And why are you likely / unlikely [SEE Q8] to take a vacation trip to Nunavut (NOON-A-VUTE – RHYMES WITH SUIT)? PROBE Any other reasons? Anything else? (N=1910) Positive reasons Curious, want to learn more, or have never been there yet...... 4% Interesting, nice, or Canadian vacation destination ...... 2% Beautiful scenery, landscape or wilderness ... 1% Interesting/different people, lifestyle, culture, or history ...... 1% Other reasons to travel or positive impressions...... 1% Will or would like to go in the future or after retirement...... 1% Have friends or relatives there or that have lived there...... 1% Fishing or hunting...... 1% Positive word of mouth from previous visitors ...... 1% Combining the destination with another trip...... <1% Open, vast or unpopulated landscape...... <1% I am going there for work / on business...... <1% Other outdoor activities (e.g., rock climbing, kayaking) ...... <1% Cities or places of interest / landmarks...... <1% Northern Lights, 24-hour sunlight, other northern phenomena ...... <1% Considering/planning trip there or hope to attend CWG ...... <1% Abundant natural resources or unspoiled environment...... <1% Interesting wildlife or plant life to see ...... <1% Have not heard anything negative...... <1% Positive experience on previous visit...... <1% Positive impression from ads, TV shows, or other information...... <1% Good weather or climate...... <1% Spouse or friends want to go...... <1%
July 6, 2006 Page A-7 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Negative reasons Not interested, never thought about it, or no reason to go ...... 21% Prefer other destinations or have other vacation plans ...... 17% Too far to travel ...... 13% Cold or bad weather...... 10% Prefer warmer destinations ...... 9% Do not know enough about it or lack of information/marketing ...... 8% Limited by current health, age, children, or job / too busy ...... 7% Nothing to do or see / no attractions there ..... 7% Too expensive to travel there...... 6% No family/friends there or have family/friends elsewhere...... 4% Other reasons not to travel or negative impressions...... 2% Lack of beaches, golf, or other warm outdoor activities ...... 2% Have already been there or to similar places ...... 2% Only accessible by plane / difficult to get to or travel in...... 1% Prefer more populated destinations/cities / is too isolated ...... 1% Insects are too many or too big...... 1% Lack of amenities, hotels for tourists...... <1% Do not usually travel or vacation within Canada...... <1% Negative word of mouth ...... <1% Uninteresting scenery / lack of trees...... <1% Do not know / refused...... 3%
Q10 How would you rate your knowledge about available travel experiences in the Yukon? Please use a scale of 1 to 5 where 1 is no knowledge and 5 is a great deal of knowledge about the Yukon’s available travel experiences? No knowledge ...... 45% 2...... 27% 3...... 19% 4...... 5% A great deal of knowledge ...... 3% Don’t know / refused ...... <1%
July 6, 2006 Page A-8 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q11 How would you rate your knowledge about available travel experiences in the Northwest Territories? Please use a scale of 1 to 5 where 1 is no knowledge and 5 is a great deal of knowledge about the Northwest Territories available travel experiences? No knowledge ...... 51% 2...... 27% 3...... 15% 4...... 5% A great deal of knowledge ...... 2% Don’t know / refused ...... <1%
Q12 How would you rate your knowledge about available travel experiences in Nunavut? Please use a scale of 1 to 5 where 1 is no knowledge and 5 is a great deal of knowledge about Nunavut’s available travel experiences? No knowledge ...... 67% 2...... 21% 3...... 9% 4...... 3% A great deal of knowledge ...... 1% Don’t know / refused ...... <1%
Q13 When thinking of the Yukon as a travel destination is your impression very positive, somewhat positive, somewhat negative, or very negative? Very positive...... 26% Somewhat positive...... 47% Somewhat negative ...... 12% Very negative...... 3% I really couldn’t say ...... 10% GO TO Q15 Don’t know / refused ...... 2% GO TO Q15
July 6, 2006 Page A-9 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q14 What is it about the Yukon that makes you have a positive / negative impression [SEE Q13]? PROBE Are there any other reasons? Any others? (N=1770) Positive reasons Beautiful scenery, landscape or wilderness ...... 31% Interesting/different people, lifestyle, culture, or history ...... 17% Positive word of mouth from previous visitors...... 9% Other reasons to travel or positive impressions...... 8% Interesting, nice, or Canadian vacation destination ...... 8% Abundant natural resources or unspoiled environment...... 7% Open, vast or unpopulated landscape...... 6% Positive impression from ads, TV shows, or other information...... 5% Curious, want to learn more, or have never been there yet...... 4% Interesting wildlife or plant life to see ...... 3% Other outdoor activities (e.g., rock climbing, kayaking) ...... 3% Positive experience on previous visit...... 3% Fishing or hunting...... 2% Northern Lights, 24-hour sunlight, other northern phenomena ...... 2% Have friends or relatives there or that have lived there...... 2% Cities or places of interest / landmarks...... 2% Will or would like to go in the future or after retirement...... 1% Good weather or climate...... 1% Prefer warmer destinations ...... 1% Have not heard anything negative...... 1% Combining the destination with another trip...... 1% Parks / National parks ...... <1% Considering/planning trip there or hope to attend CWG ...... <1%
July 6, 2006 Page A-10 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Negative reasons Cold or bad weather...... 8% Do not know enough about it or lack of information/marketing ...... 4% Not interested, never thought about it, or no reason to go...... 3% Nothing to do or see / no attractions there ..... 3% Too far to travel ...... 2% Insects are too many or too big...... 2% Prefer other destinations or have other vacation plans...... 1% Other reasons not to travel or negative impressions...... 1% Prefer more populated destinations/ cities / is too isolated...... 1% Too expensive to travel there...... 1% Limited by current health, age, children, or job / too busy ...... 1% Lack of amenities, hotels for tourists...... 1% Only accessible by plane / difficult to get to or travel in...... <1% Lack of beaches, golf, or other warm outdoor activities...... <1% Negative word of mouth ...... <1% Uninteresting scenery / lack of trees...... <1% Have already been there or to similar places ...... <1% Do not know / refused...... 3%
Q15 When thinking of the Northwest Territories as a travel destination is your impression very positive, somewhat positive, somewhat negative, or very negative? Very positive...... 16% Somewhat positive...... 44% Somewhat negative ...... 16% Very negative...... 4% I really couldn’t say ...... 17% GO TO Q17 Don’t know / refused ...... 3% GO TO Q17
July 6, 2006 Page A-11 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q16 What is it about the Northwest Territories that makes you have a positive / negative impression [SEE Q15]? PROBE Are there any other reasons? Any others? (N=1606) Positive reasons Beautiful scenery, landscape or wilderness . 24% Interesting/different people, lifestyle, culture, or history...... 12% Abundant natural resources or unspoiled environment...... 6% Open, vast or unpopulated landscape...... 6% Interesting, nice, or Canadian vacation destination ...... 6% Curious, want to learn more, or have never been there yet...... 6% Positive word of mouth from previous visitors...... 6% Interesting wildlife or plant life to see ...... 4% Positive impression from ads, TV shows, or other information...... 4% Other reasons to travel or positive impressions...... 3% Fishing or hunting...... 3% Other outdoor activities (e.g., rock climbing, kayaking) ...... 3% Positive experience on previous visit...... 2% Northern Lights, 24-hour sunlight, other northern phenomena ...... 2% Have friends or relatives there or that have lived there...... 1% Cities or places of interest / landmarks...... 1% Have not heard anything negative...... 1% Good weather or climate...... <1% Considering/planning trip there or hope to attend CWG...... <1% Parks / National parks ...... <1% Will or would like to go in the future or after retirement...... <1% I am going there for work / on business...... <1%
July 6, 2006 Page A-12 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Negative reasons Cold or bad weather...... 9% Do not know enough about it or lack of information/marketing ...... 7% Not interested, never thought about it, or no reason to go...... 4% Nothing to do or see / no attractions there ..... 4% Too far to travel ...... 3% Prefer other destinations or have other vacation plans...... 2% Insects are too many or too big...... 2% Other reasons not to travel or negative impressions...... 2% Prefer more populated destinations/ cities / is too isolated...... 2% Too expensive to travel there...... 1% Lack of amenities, hotels for tourists...... 1% Uninteresting scenery / lack of trees...... 1% Prefer warmer destinations ...... 1% Have already been there or to similar places ...... <1% Only accessible by plane / difficult to get to or travel in...... <1% Limited by current health, age, children, or job / too busy ...... <1% Lack of beaches, golf, or other warm outdoor activities...... <1% Negative word of mouth ...... <1% No family/friends there or have family/friends elsewhere...... <1% Do not know / refused...... 4%
Q17 When thinking of Nunavut as a travel destination is your impression very positive, somewhat positive, somewhat negative, or very negative? Very positive...... 11% Somewhat positive...... 37% Somewhat negative ...... 19% Very negative...... 6% I really couldn’t say ...... 22% GO TO Q19 Don’t know / refused ...... 6% GO TO Q19
July 6, 2006 Page A-13 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q18 What is it about Nunavut that makes you have a positive / negative impression [SEE Q17]? PROBE Are there any other reasons? Any others? (N=1459) Positive reasons Beautiful scenery, landscape or wilderness . 17% Interesting/different people, lifestyle, culture, or history ...... 12% Interesting, nice, or Canadian vacation destination ...... 6% Curious, want to learn more, or have never been there yet...... 6% Abundant natural resources or unspoiled environment...... 5% Open, vast or unpopulated landscape...... 5% Interesting wildlife or plant life to see ...... 4% Positive impression from ads, TV shows, or other information...... 4% Positive word of mouth from previous visitors...... 4% Other reasons to travel or positive impressions...... 2% Other outdoor activities (e.g., rock climbing, kayaking) ...... 2% Fishing or hunting...... 2% Have not heard anything negative...... 1% Have friends or relatives there or that have lived there...... 1% Northern Lights, 24-hour sunlight, other northern phenomena ...... 1% Positive experience on previous visit...... 1% Cities or places of interest / landmarks...... 1% Good weather or climate...... 1% Will or would like to go in the future or after retirement...... <1% Considering/planning trip there or hope to attend CWG ...... <1% I am going there for work / on business...... <1% Spouse or friends want to go...... <1%
July 6, 2006 Page A-14 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Negative responses Cold or bad weather...... 11% Do not know enough about it or lack of information/marketing ...... 10% Nothing to do or see / no attractions there ..... 6% Not interested, never thought about it, or no reason to go...... 6% Prefer more populated destinations/ cities / is too isolated...... 3% Too far to travel ...... 3% Other reasons not to travel or negative impressions...... 2% Too expensive to travel there...... 2% Prefer warmer destinations ...... 1% Prefer other destinations or have other vacation plans...... 1% Insects are too many or too big...... 1% Only accessible by plane / difficult to get to or travel in...... 1% Limited by current health, age, children, or job / too busy ...... 1% Lack of amenities, hotels for tourists...... 1% Uninteresting scenery / lack of trees...... 1% Lack of beaches, golf, or other warm outdoor activities ...... 1% Negative word of mouth ...... 1% Have already been there or to similar places ...... <1% No family/friends there or have family/friends elsewhere...... <1% Do not know / refused...... 4%
July 6, 2006 Page A-15 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Now I will read you a list of reasons why some tourists say they are unlikely to vacation in Canada’s north. Please tell me whether you agree or disagree with each one. I am unlikely to consider the north as a vacation destination because… ROTATE
Strong Smwt Smwt Strong DK/ dis- dis- SERIES A agree agree Ref agree agree Q19 I am unlikely to consider the north as a vacation destination because there is a lack of organized tours? 32% 32% 13% 6% 17% Would you agree or disagree with this statement? Would that be somewhat or strongly?
Q20 There is a lack of festivals, arts, or cultural attractions? Would you agree or disagree with this statement? 32% 32% 14% 6% 15% Would that be somewhat or strongly?
Q21 I am unlikely to consider the north as a vacation destination because there is a lack of fine dining 28% 29% 15% 7% 21% opportunities? Would you agree or disagree with this statement? Would that be somewhat or strongly?
Q22 There is a lack of quality accommodations? Would you agree or disagree with this statement? Would that 22% 31% 17% 7% 24% be somewhat or strongly?
Q23 I am unlikely to consider the north as a vacation destination because there is a lack of activities for children and families? Would you agree or disagree 30% 27% 14% 7% 23% with this statement? Would that be somewhat or strongly?
Q24 DO NOT READ - Q24 IS AN EXTRA VARIABLE
TO MACH DATA ENTRY TEMPLATE
Q25 I am unlikely to consider the north as a vacation destination because there is a lack of gambling 45% 12% 4% 3% 37% opportunities? Would you agree or disagree with this statement? Would that be somewhat or strongly?
July 6, 2006 Page A-16 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
And again, please tell me whether you agree or disagree with each one. I am unlikely to consider the north as a vacation destination because… ROTATE
Strongly Smwt Smwt Strongly DK/ dis- dis- SERIES B agree agree Ref agree agree Q26 There are cultural and language differences? Would you agree or disagree with this statement? Would that 58% 24% 8% 5% 6% be somewhat or strongly?
Q27 I am unlikely to consider the north as a vacation destination because Canada’s north is simply just too 31% 25% 28% 14% 3% far away? Would you agree or disagree with this statement? Would that be somewhat or strongly?
Q28 There is not enough to see or do? Would you agree or disagree with this statement? Would that be somewhat 43% 25% 15% 9% 9% or strongly?
Q29 I am unlikely to consider the north as a vacation destination because it’s simply too cold? Would you 32% 26% 20% 18% 3% agree or disagree with this statement? Would that be somewhat or strongly?
Q30 The roads are poor or non existent? Would you agree or disagree with this statement? Would that be 17% 25% 28% 9% 21% somewhat or strongly?
Q31 I am unlikely to consider the north as a vacation destination because the cost of traveling to the north is 13% 21% 30% 20% 15% too high? Would you agree or disagree with this statement? Would that be somewhat or strongly?
Q32 The cost of traveling and vacationing is too expensive? Would you agree or disagree with this statement? 18% 25% 28% 17% 12% Would that be somewhat or strongly?
Q33 And now I want to ask you a few questions about another subject. Have you heard of the Canada Games? Yes ...... 87% No...... 12% Don’t know / refused ...... 1%
July 6, 2006 Page A-17 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q34 Are you aware the next Canada Games will be the Canada Winter Games in Whitehorse, Yukon, in 2007? Yes ...... 25% No...... 75% Don’t know / refused ...... 1%
Now, please tell me if you agree or disagree with the following statements about the Canada Games.
Q35 I am more likely to support a company that sponsors events like the Canada Games. Do you agree or disagree? Would that be somewhat or strongly? Strongly disagree ...... 12% Somewhat disagree ...... 22% Somewhat agree...... 38% Strongly agree ...... 22% Don’t know / refused ...... 6%
Q36 The Canada Games is an important Canadian institution that supports nation- building. Do you agree or disagree? Would that be somewhat or strongly? Strongly disagree ...... 4% Somewhat disagree ...... 7% Somewhat agree...... 33% Strongly agree ...... 50% Don’t know / refused ...... 6%
Q37 The last few questions in this survey are for classification purposes only. When you travel on vacation, do you usually travel with… READ LIST Friends...... 9% Spouse...... 39% Family ...... 48% Or, do you travel alone?...... 4% Don’t know / refused ...... <1%
July 6, 2006 Page A-18 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q38 Could you tell me in which of the following categories your age falls? Are you under 45 or are you 45 or older? IF UNDER 45, ASK… And are you aged 25 to 34 or 35 to 44? IF 45+, ASK… And are you 45 to 54, 55 to 64, or are you 65-plus? UNDER 45 25 to 34 ...... 14% 35 to 44 ...... 27% Refused under 45 ...... <1% 45+ 45 to 54 ...... 31% 55 to 64 ...... 18% 65 or over ...... 9% Refused 45+ ...... <1% REFUSED Refused overall ...... 1%
Q39 Now, can you please tell me if your total household income before taxes is $150,000 or less or is it more than $150,000? SELECT AND READ CORRECT LIST $150,000 or less Is it … At least $75,000 but under $100,000...... 35% at least $100,000 but under $125,000 ...... 15% or is it $125,000 or more?...... 11% Refused under $150,000 ...... 4% MORE THAN $150,000+ Is it … Under $175,000...... 9% at least $175,000 but under $200,000 ...... 6% or is it $200,000 or more?...... 8% Refused $150,000+ ...... 2% REFUSED Refused overall ...... 9%
I'd like to thank you for taking the time to participate in this survey and to advise you that a supervisor may be calling you back shortly to verify this call.
July 6, 2006 Page A-19 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Appendix B: Cross-tabulation tables
The cross-tabulations shown have been tested for statistical significance using chi-square analysis. Relationships that are statistically significant are shown in bold.
Region Total
Vancouver Edmonton Calgary Winnipeg Toronto Ottawa Montreal Count TOTAL 24.9% 15.0% 15.0% 7.6% 20.0% 7.5% 10.1% 2,005 Male 24.9% 14.9% 14.9% 7.7% 19.9% 7.5% 10.2% 1,004 Gender Female 25.0% 15.0% 15.0% 7.5% 20.0% 7.6% 10.0% 1,001 Q1. Have you ever Yes 38.5% 21.5% 16.3% 5.8% 9.6% 6.7% 1.6% 312 traveled to the Yukon for business or No 22.5% 13.8% 14.7% 7.9% 21.8% 7.7% 11.7% 1,690 pleasure? Q2. Have you ever Yes 20.6% 32.2% 20.3% 6.6% 10.1% 7.3% 2.8% 286 traveled to the Northwest Territories for No 25.7% 12.1% 14.1% 7.7% 21.5% 7.6% 11.3% 1,717 business or pleasure? Q3. Have you ever Yes 20.8% 14.6% 17.7% 14.6% 12.5% 15.6% 4.2% 96 traveled to Nunavut for business or No 25.2% 15.0% 14.8% 7.2% 20.3% 7.1% 10.3% 1,906 pleasure? 25 to 34 17.9% 12.2% 17.9% 9.7% 23.3% 7.2% 11.8% 279 Q38. Could you tell me in which of 35 to 44 21.6% 14.3% 13.9% 8.2% 21.4% 9.1% 11.5% 538 the following 45 to 54 26.3% 18.3% 15.1% 8.9% 15.4% 7.0% 9.1% 617 categories your 55 to 64 29.2% 16.1% 13.7% 3.8% 21.6% 7.7% 7.9% 366 age falls? 65 or over 32.2% 6.1% 15.6% 6.7% 22.8% 6.1% 10.6% 180 At least $75,000, but under 25.4% 11.5% 11.4% 9.9% 18.9% 7.2% 15.8% 710 $100,000 At least $100,000, Q39. Now, can you but under 15.1% 16.4% 15.4% 12.8% 19.3% 8.5% 12.5% 305 please tell me if $125,000 your total At least $125,000, household income but under 22.1% 18.5% 14.0% 6.3% 18.5% 13.5% 7.2% 222 before taxes is $150,000 $150,000 or less or At least $150,000, is it more than but under 27.2% 15.0% 17.2% 5.6% 22.2% 7.2% 5.6% 180 $150,000? $175,000 At least $175,000, but under 25.6% 17.4% 13.2% 5.8% 24.0% 8.3% 5.8% 121 $200,000 At least $200,000 22.8% 19.2% 22.8% 1.8% 24.6% 5.4% 3.6% 167
July 6, 2006 Page B-1 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Gender Total
Male Female Count TOTAL 50.1% 49.9% 2,005 Vancouver 50.0% 50.0% 500 Edmonton 50.0% 50.0% 300 Calgary 50.0% 50.0% 300 Region Winnipeg 50.7% 49.3% 152 Toronto 50.0% 50.0% 400 Ottawa 49.7% 50.3% 151 Montreal 50.5% 49.5% 202 Q1. Have you ever Yes 61.2% 38.8% 312 traveled to the Yukon for business or No 48.0% 52.0% 1,690 pleasure? Q2. Have you ever Yes 71.3% 28.7% 286 traveled to the Northwest Territories for No 46.6% 53.4% 1,717 business or pleasure? Q3. Have you ever Yes 69.8% 30.2% 96 traveled to Nunavut for business or No 49.1% 50.9% 1,906 pleasure? 25 to 34 48.7% 51.3% 279 Q38. Could you tell me in which of the 35 to 44 46.3% 53.7% 538 following 45 to 54 50.6% 49.4% 617 categories your 55 to 64 51.6% 48.4% 366 age falls? 65 or over 61.1% 38.9% 180 At least $75,000, but 49.0% 51.0% 710 under $100,000 At least $100,000, Q39. Now, can you 49.2% 50.8% 305 please tell me if your but under $125,000 At least $125,000, total household 56.8% 43.2% 222 income before taxes but under $150,000 is $150,000 or less At least $150,000, 52.2% 47.8% 180 or is it more than but under $175,000 $150,000? At least $175,000, 47.1% 52.9% 121 but under $200,000 At least $200,000 51.5% 48.5% 167
July 6, 2006 Page B-2 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q1. Have you ever traveled to the Yukon for Total business or pleasure? Yes No Count TOTAL 15.6% 84.4% 2,002 Vancouver 24.0% 76.0% 500 Edmonton 22.3% 77.7% 300 Calgary 17.1% 82.9% 299 Region Winnipeg 11.9% 88.1% 151 Toronto 7.5% 92.5% 399 Ottawa 13.9% 86.1% 151 Montreal 2.5% 97.5% 202 Male 19.1% 80.9% 1,002 Gender Female 12.1% 87.9% 1,000 Q2. Have you ever Yes 54.2% 45.8% 286 traveled to the Northwest Territories for No 9.1% 90.9% 1,714 business or pleasure? Q3. Have you ever Yes 62.5% 37.5% 96 traveled to Nunavut for business or No 13.2% 86.8% 1,903 pleasure? 25 to 34 5.8% 94.2% 277 Q38. Could you tell me in which of the 35 to 44 12.5% 87.5% 537 following 45 to 54 17.3% 82.7% 617 categories your 55 to 64 18.0% 82.0% 366 age falls? 65 or over 30.0% 70.0% 180 At least $75,000, 12.5% 87.5% 710 but under $100,000 Q39. Now, can you At least $100,000, 12.5% 87.5% 304 please tell me if but under $125,000 your total At least $125,000, 14.4% 85.6% 222 household income but under $150,000 before taxes is At least $150,000, $150,000 or less or 18.4% 81.6% 179 is it more than but under $175,000 $150,000? At least $175,000, 14.0% 86.0% 121 but under $200,000 At least $200,000 23.5% 76.5% 166
July 6, 2006 Page B-3 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q2. Have you ever traveled to the Northwest Total Territories for business or pleasure? Yes No Count TOTAL 14.3% 85.7% 2,003 Vancouver 11.8% 88.2% 500 Edmonton 30.7% 69.3% 300 Calgary 19.3% 80.7% 300 Region Winnipeg 12.5% 87.5% 152 Toronto 7.3% 92.7% 398 Ottawa 13.9% 86.1% 151 Montreal 4.0% 96.0% 202 Male 20.3% 79.7% 1,004 Gender Female 8.2% 91.8% 999 Q1. Have you ever Yes 49.8% 50.2% 311 traveled to the Yukon for business or No 7.8% 92.2% 1,689 pleasure? Q3. Have you ever Yes 79.2% 20.8% 96 traveled to Nunavut for business or No 11.0% 89.0% 1,904 pleasure? 25 to 34 5.0% 95.0% 278 Q38. Could you tell me in which of the 35 to 44 10.8% 89.2% 538 following 45 to 54 17.0% 83.0% 617 categories your 55 to 64 18.6% 81.4% 365 age falls? 65 or over 21.1% 78.9% 180 At least $75,000, 10.2% 89.8% 709 but under $100,000 Q39. Now, can you At least $100,000, 10.5% 89.5% 305 please tell me if but under $125,000 your total At least $125,000, 18.0% 82.0% 222 household income but under $150,000 before taxes is At least $150,000, $150,000 or less or 20.6% 79.4% 180 is it more than but under $175,000 $150,000? At least $175,000, 19.0% 81.0% 121 but under $200,000 At least $200,000 24.6% 75.4% 167
July 6, 2006 Page B-4 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q3. Have you ever traveled to Nunavut for Total business or pleasure? Yes No Count TOTAL 4.8% 95.2% 2,002 Vancouver 4.0% 96.0% 500 Edmonton 4.7% 95.3% 300 Calgary 5.7% 94.3% 300 Region Winnipeg 9.2% 90.8% 152 Toronto 3.0% 97.0% 398 Ottawa 9.9% 90.1% 151 Montreal 2.0% 98.0% 201 Male 6.7% 93.3% 1,002 Gender Female 2.9% 97.1% 1,000 Q1. Have you ever Yes 19.2% 80.8% 312 traveled to the Yukon for business or No 2.1% 97.9% 1,687 pleasure? Q2. Have you ever Yes 26.7% 73.3% 285 traveled to the Northwest Territories for No 1.2% 98.8% 1,715 business or pleasure? 25 to 34 0.7% 99.3% 278 Q38. Could you tell me in which of the 35 to 44 3.2% 96.8% 537 following 45 to 54 6.3% 93.7% 617 categories your 55 to 64 5.2% 94.8% 366 age falls? 65 or over 9.5% 90.5% 179 At least $75,000, but 3.8% 96.2% 709 under $100,000 At least $100,000, Q39. Now, can you 4.9% 95.1% 304 please tell me if your but under $125,000 At least $125,000, total household 6.8% 93.2% 222 income before taxes but under $150,000 is $150,000 or less At least $150,000, 5.0% 95.0% 180 or is it more than but under $175,000 $150,000? At least $175,000, 6.6% 93.4% 121 but under $200,000 At least $200,000 6.0% 94.0% 167
July 6, 2006 Page B-5 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q4. How likely or unlikely would you be to take a vacation trip to the Total Yukon in the next few years?
Somewhat Very Somewhat or very Count unlikely unlikely likely TOTAL 54.2% 21.4% 24.4% 1,978 Vancouver 48.2% 24.5% 27.3% 498 Edmonton 44.6% 23.6% 31.8% 296 Calgary 53.5% 21.9% 24.6% 297 Region Winnipeg 57.8% 21.8% 20.4% 147 Toronto 57.8% 21.9% 20.3% 389 Ottawa 58.0% 20.0% 22.0% 150 Montreal 71.6% 10.0% 18.4% 201 Male 53.1% 21.0% 25.9% 987 Gender Female 55.3% 21.9% 22.8% 991 Q1. Have you ever Yes 35.6% 24.6% 39.8% 309 traveled to the Yukon for business or No 57.6% 20.8% 21.5% 1,666 pleasure? Q2. Have you ever Yes 40.3% 23.7% 36.0% 283 traveled to the Northwest Territories for No 56.5% 21.0% 22.4% 1,693 business or pleasure? Q3. Have you ever Yes 46.3% 13.7% 40.0% 95 traveled to Nunavut for business or No 54.5% 21.9% 23.6% 1,880 pleasure? 25 to 34 59.9% 19.5% 20.6% 277 Q38. Could you tell me in which of the 35 to 44 56.7% 22.0% 21.3% 527 following 45 to 54 53.5% 21.8% 24.8% 606 categories your 55 to 64 45.5% 20.0% 34.5% 365 age falls? 65 or over 55.9% 24.6% 19.6% 179 At least $75,000, but 56.6% 20.5% 22.9% 698 under $100,000 At least $100,000, Q39. Now, can you 54.5% 20.9% 24.6% 301 please tell me if your but under $125,000 At least $125,000, total household 53.4% 20.5% 26.0% 219 income before taxes but under $150,000 is $150,000 or less At least $150,000, 52.8% 20.2% 27.0% 178 or is it more than but under $175,000 $150,000? At least $175,000, 47.1% 27.3% 25.6% 121 but under $200,000 At least $200,000 53.9% 21.0% 25.1% 167
July 6, 2006 Page B-6 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q6. How likely or unlikely would you be to take a vacation trip to the Total Northwest Territories in the next few years? Somewhat Very Somewhat or very Count unlikely unlikely likely TOTAL 59.9% 21.2% 18.9% 1,935 Vancouver 55.8% 24.9% 19.3% 482 Edmonton 48.8% 25.1% 26.1% 287 Calgary 59.1% 22.7% 18.2% 291 Region Winnipeg 66.0% 19.9% 14.2% 141 Toronto 63.6% 20.5% 15.8% 385 Ottawa 64.9% 16.2% 18.9% 148 Montreal 72.1% 10.4% 17.4% 201 Male 59.5% 20.1% 20.3% 969 Gender Female 60.4% 22.3% 17.4% 966 Q1. Have you ever Yes 45.4% 23.8% 30.8% 302 traveled to the Yukon for business or No 62.6% 20.7% 16.7% 1,630 pleasure? Q2. Have you ever Yes 43.6% 25.7% 30.7% 280 traveled to the Northwest Territories for No 62.7% 20.4% 16.9% 1,653 business or pleasure? Q3. Have you ever Yes 52.1% 18.1% 29.8% 94 traveled to Nunavut for business or No 60.3% 21.3% 18.3% 1,838 pleasure? 25 to 34 64.7% 19.7% 15.6% 269 Q38. Could you tell me in which of the 35 to 44 61.0% 22.3% 16.7% 516 following 45 to 54 60.3% 21.1% 18.6% 597 categories your 55 to 64 52.4% 21.6% 26.1% 357 age falls? 65 or over 61.5% 20.7% 17.8% 174 At least $75,000, but 60.7% 21.0% 18.3% 682 under $100,000 At least $100,000, Q39. Now, can you 63.3% 22.0% 14.7% 300 please tell me if your but under $125,000 At least $125,000, total household 59.0% 20.3% 20.8% 212 income before taxes but under $150,000 is $150,000 or less At least $150,000, 59.4% 20.0% 20.6% 175 or is it more than but under $175,000 $150,000? At least $175,000, 54.6% 20.2% 25.2% 119 but under $200,000 At least $200,000 60.1% 17.8% 22.1% 163
July 6, 2006 Page B-7 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q8. How likely or unlikely would you be to take a vacation trip to Nunavut Total in the next few years?
Somewhat Very Somewhat or very Count unlikely unlikely likely TOTAL 69.2% 19.2% 11.6% 1,910 Vancouver 68.2% 21.3% 10.4% 469 Edmonton 66.8% 22.3% 11.0% 283 Calgary 69.9% 20.8% 9.3% 289 Region Winnipeg 70.9% 18.4% 10.6% 141 Toronto 69.5% 19.5% 11.1% 380 Ottawa 65.5% 17.6% 16.9% 148 Montreal 75.0% 8.5% 16.5% 200 Male 71.3% 17.1% 11.6% 957 Gender Female 67.2% 21.2% 11.6% 953 Q1. Have you ever Yes 63.7% 23.1% 13.2% 295 traveled to the Yukon for business No 70.2% 18.4% 11.4% 1,612 or pleasure? Q2. Have you ever Yes 66.2% 22.7% 11.2% 278 traveled to the Northwest Territories for No 69.8% 18.5% 11.7% 1,630 business or pleasure? Q3. Have you ever Yes 67.4% 16.8% 15.8% 95 traveled to Nunavut for business or No 69.3% 19.2% 11.4% 1,813 pleasure? 25 to 34 71.5% 18.0% 10.5% 267 Q38. Could you tell 35 to 44 71.9% 19.5% 8.6% 513 me in which of the 45 to 54 67.4% 19.5% 13.1% 589 following categories your age falls? 55 to 64 66.2% 18.9% 14.9% 349 65 or over 67.5% 20.7% 11.8% 169 At least $75,000, but 68.4% 18.4% 13.2% 675 under $100,000 At least $100,000, Q39. Now, can you 71.8% 18.0% 10.2% 294 please tell me if your but under $125,000 At least $125,000, total household 69.9% 16.7% 13.4% 209 income before taxes but under $150,000 is $150,000 or less At least $150,000, 71.6% 20.5% 8.0% 176 or is it more than but under $175,000 $150,000? At least $175,000, 63.6% 24.6% 11.9% 118 but under $200,000 At least $200,000 69.6% 19.9% 10.6% 161
July 6, 2006 Page B-8 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q10. How would you rate your knowledge about Total available travel experiences in the Yukon? No Much knowledge 2 3 knowledge Count Mean (1) (4-5) TOTAL 45.2% 27.2% 19.1% 8.6% 2,002 1.95 Vancouver 40.1% 27.1% 22.4% 10.4% 499 2.06 Edmonton 33.4% 28.8% 28.8% 9.0% 299 2.17 Calgary 43.7% 25.7% 20.7% 10.0% 300 2.01 Region Winnipeg 44.1% 26.3% 17.8% 11.8% 152 2.00 Toronto 52.4% 29.6% 12.3% 5.8% 399 1.74 Ottawa 41.7% 31.8% 15.9% 10.6% 151 2.01 Montreal 66.3% 19.8% 10.9% 3.0% 202 1.52 Male 43.3% 26.6% 20.4% 9.8% 1,001 2.00 Gender Female 47.1% 27.8% 17.8% 7.4% 1,001 1.89 Q1. Have you ever Yes 11.0% 23.6% 37.9% 27.5% 309 2.95 traveled to the Yukon for business or No 51.4% 27.8% 15.7% 5.1% 1,690 1.76 pleasure? Q2. Have you ever Yes 18.3% 25.0% 32.7% 23.9% 284 2.72 traveled to the Northwest Territories for No 49.6% 27.5% 16.8% 6.1% 1,716 1.82 business or pleasure? Q3. Have you ever Yes 15.6% 15.6% 31.3% 37.5% 96 3.06 traveled to Nunavut for business or No 46.7% 27.6% 18.5% 7.1% 1,903 1.89 pleasure? 25 to 34 53.0% 29.0% 13.6% 4.3% 279 1.71 Q38. Could you tell me in which of the 35 to 44 51.9% 26.2% 15.2% 6.7% 538 1.80 following 45 to 54 41.8% 27.2% 20.9% 10.0% 617 2.02 categories your 55 to 64 39.8% 26.6% 24.7% 8.8% 364 2.06 age falls? 65 or over 35.2% 28.5% 21.8% 14.5% 179 2.21 At least $75,000, 49.6% 26.6% 18.3% 5.5% 710 1.82 but under $100,000 Q39. Now, can you At least $100,000, 45.6% 25.6% 18.4% 10.5% 305 1.98 please tell me if but under $125,000 your total At least $125,000, 39.6% 32.9% 16.2% 11.3% 222 2.03 household income but under $150,000 before taxes is At least $150,000, $150,000 or less or 40.8% 27.4% 17.9% 14.0% 179 2.10 is it more than but under $175,000 $150,000? At least $175,000, 43.8% 28.9% 16.5% 10.7% 121 1.98 but under $200,000 At least $200,000 39.8% 27.7% 20.5% 12.0% 166 2.10
July 6, 2006 Page B-9 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q11. How would you rate your knowledge about available travel experiences in the Northwest Total Territories?
No Much knowledge 2 3 knowledge Count Mean (1) (4-5) TOTAL 51.5% 26.7% 14.5% 7.3% 2,003 1.80 Vancouver 52.2% 26.6% 14.8% 6.4% 500 1.77 Edmonton 38.7% 26.0% 24.7% 10.7% 300 2.11 Calgary 47.7% 26.3% 16.3% 9.7% 300 1.91 Region Winnipeg 48.7% 30.3% 13.8% 7.2% 152 1.80 Toronto 56.4% 29.6% 9.0% 5.0% 399 1.65 Ottawa 49.3% 30.0% 11.3% 9.3% 150 1.84 Montreal 68.3% 17.3% 9.9% 4.5% 202 1.52 Male 48.8% 27.2% 15.4% 8.6% 1,002 1.86 Gender Female 54.1% 26.1% 13.7% 6.1% 1,001 1.74 Q1. Have you ever Yes 28.1% 29.0% 25.5% 17.4% 310 2.40 traveled to the Yukon for business or No 55.8% 26.2% 12.5% 5.5% 1,690 1.69 pleasure? Q2. Have you ever Yes 11.9% 28.8% 30.5% 28.8% 285 2.86 traveled to the Northwest Territories for No 58.0% 26.3% 11.9% 3.8% 1,716 1.63 business or pleasure? Q3. Have you ever Yes 16.7% 21.9% 19.8% 41.7% 96 3.01 traveled to Nunavut for business or No 53.3% 26.8% 14.2% 5.6% 1,904 1.74 pleasure? 25 to 34 57.7% 29.7% 9.0% 3.6% 279 1.59 Q38. Could you tell me in which of the 35 to 44 57.6% 25.1% 12.3% 5.0% 538 1.67 following 45 to 54 47.9% 27.8% 14.8% 9.6% 616 1.89 categories your 55 to 64 48.2% 24.7% 18.4% 8.8% 365 1.90 age falls? 65 or over 42.2% 27.8% 21.1% 8.9% 180 2.01 At least $75,000, 56.6% 24.4% 13.7% 5.4% 710 1.70 but under $100,000 Q39. Now, can you At least $100,000, 52.1% 25.6% 16.1% 6.2% 305 1.78 please tell me if but under $125,000 your total At least $125,000, 45.9% 31.5% 12.6% 9.9% 222 1.91 household income but under $150,000 before taxes is At least $150,000, $150,000 or less or 48.9% 27.0% 14.0% 10.1% 178 1.89 is it more than but under $175,000 $150,000? At least $175,000, 43.8% 32.2% 15.7% 8.3% 121 1.92 but under $200,000 At least $200,000 47.3% 25.1% 15.0% 12.6% 167 1.96
July 6, 2006 Page B-10 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q12. How would you rate your knowledge about Total available travel experiences in Nunavut? No Much knowledge 2 3 knowledge Count Mean (1) (4-5) TOTAL 66.9% 20.6% 8.6% 3.9% 1,999 1.51 Vancouver 70.2% 19.0% 7.6% 3.2% 500 1.45 Edmonton 64.0% 21.2% 13.1% 1.7% 297 1.53 Calgary 67.9% 20.7% 6.7% 4.7% 299 1.50 Region Winnipeg 58.6% 21.7% 13.2% 6.6% 152 1.70 Toronto 69.4% 21.3% 5.8% 3.5% 399 1.45 Ottawa 54.3% 30.5% 6.6% 8.6% 151 1.72 Montreal 72.6% 13.9% 10.4% 3.0% 201 1.45 Male 64.7% 21.8% 8.9% 4.5% 998 1.55 Gender Female 69.1% 19.4% 8.2% 3.3% 1,001 1.47 Q1. Have you ever Yes 55.8% 26.6% 9.7% 7.8% 308 1.73 traveled to the Yukon for business or No 69.0% 19.5% 8.4% 3.2% 1,688 1.47 pleasure? Q2. Have you ever Yes 51.8% 23.0% 14.5% 10.6% 282 1.88 traveled to the Northwest Territories for No 69.4% 20.2% 7.6% 2.8% 1,715 1.45 business or pleasure? Q3. Have you ever Yes 20.8% 22.9% 22.9% 33.3% 96 2.80 traveled to Nunavut for business or No 69.3% 20.5% 7.8% 2.4% 1,901 1.44 pleasure? 25 to 34 72.3% 19.8% 5.8% 2.2% 278 1.38 Q38. Could you tell me in which of the 35 to 44 72.1% 17.3% 8.2% 2.4% 537 1.42 following 45 to 54 64.4% 21.5% 9.8% 4.4% 615 1.56 categories your 55 to 64 62.2% 24.7% 8.2% 4.9% 365 1.57 age falls? 65 or over 60.9% 22.3% 9.5% 7.3% 179 1.66 At least $75,000, 68.4% 19.6% 8.7% 3.2% 709 1.48 but under $100,000 At least $100,000, Q39. Now, can you 63.9% 22.6% 9.2% 4.3% 305 1.55 please tell me if but under $125,000 At least $125,000, your total household 64.7% 23.1% 7.7% 4.5% 221 1.54 income before taxes but under $150,000 is $150,000 or less At least $150,000, 68.7% 19.6% 7.8% 3.9% 179 1.47 or is it more than but under $175,000 $150,000? At least $175,000, 67.8% 19.0% 7.4% 5.8% 121 1.55 but under $200,000 At least $200,000 64.8% 22.4% 9.1% 3.6% 165 1.52
July 6, 2006 Page B-11 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q13. When thinking of the Yukon as a travel destination is your impression very positive, Total somewhat positive, somewhat negative, or very negative? Somewhat Very Somewhat I really or very Count positive positive couldn't say negative TOTAL 26.2% 48.1% 15.7% 10.0% 1,967 Vancouver 25.9% 52.0% 14.2% 7.9% 494 Edmonton 31.2% 51.9% 11.2% 5.8% 295 Calgary 28.5% 48.6% 13.5% 9.4% 288 Region Winnipeg 26.8% 44.3% 17.4% 11.4% 149 Toronto 21.6% 49.2% 17.3% 11.9% 394 Ottawa 27.7% 47.3% 14.9% 10.1% 148 Montreal 23.6% 33.7% 25.1% 17.6% 199 Male 26.9% 48.8% 15.0% 9.3% 986 Gender Female 25.5% 47.5% 16.3% 10.7% 981 Q1. Have you ever Yes 53.8% 39.7% 4.2% 2.2% 312 traveled to the Yukon for business or No 20.9% 49.8% 17.8% 11.5% 1,652 pleasure? Q2. Have you ever Yes 45.9% 42.8% 7.4% 3.9% 283 traveled to the Northwest Territories for No 22.8% 49.0% 17.1% 11.1% 1,682 business or pleasure? Q3. Have you ever Yes 56.4% 35.1% 4.3% 4.3% 94 traveled to Nunavut for business or No 24.7% 48.8% 16.3% 10.3% 1,870 pleasure? 25 to 34 18.7% 52.7% 15.0% 13.6% 273 Q38. Could you tell me in which of the 35 to 44 21.1% 51.5% 16.3% 11.0% 526 following 45 to 54 29.5% 46.1% 15.0% 9.4% 607 categories your 55 to 64 28.5% 47.5% 16.8% 7.3% 358 age falls? 65 or over 37.1% 41.0% 14.6% 7.3% 178 At least $75,000, but 25.4% 47.8% 16.9% 9.9% 697 under $100,000 At least $100,000, Q39. Now, can you 27.5% 45.0% 15.8% 11.7% 298 please tell me if your but under $125,000 At least $125,000, total household 28.0% 50.0% 13.8% 8.3% 218 income before taxes but under $150,000 is $150,000 or less At least $150,000, 27.5% 46.6% 15.7% 10.1% 178 or is it more than but under $175,000 $150,000? At least $175,000, 22.2% 52.1% 16.2% 9.4% 117 but under $200,000 At least $200,000 23.8% 51.2% 18.3% 6.7% 164
July 6, 2006 Page B-12 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q15. When thinking of the Northwest Territories as a travel destination, is your impression very Total positive, somewhat positive, somewhat negative, or very negative? Somewhat Very Somewhat I really or very Count positive positive couldn't say negative TOTAL 16.7% 45.5% 20.6% 17.2% 1,939 Vancouver 14.4% 48.0% 20.0% 17.5% 485 Edmonton 19.7% 50.5% 18.0% 11.8% 289 Calgary 14.4% 48.1% 16.8% 20.7% 285 Region Winnipeg 18.2% 44.1% 24.5% 13.3% 143 Toronto 14.8% 47.1% 20.5% 17.6% 391 Ottawa 18.9% 42.6% 21.6% 16.9% 148 Montreal 21.7% 28.8% 28.3% 21.2% 198 Male 17.0% 45.9% 21.0% 16.2% 972 Gender Female 16.3% 45.2% 20.3% 18.2% 967 Q1. Have you ever Yes 25.5% 48.0% 13.7% 12.7% 306 traveled to the Yukon for business or No 15.0% 45.1% 21.9% 18.0% 1,630 pleasure? Q2. Have you ever Yes 34.5% 47.7% 13.2% 4.6% 281 traveled to the Northwest Territories for No 13.6% 45.2% 21.9% 19.3% 1,656 business or pleasure? Q3. Have you ever Yes 37.9% 43.2% 11.6% 7.4% 95 traveled to Nunavut for business or No 15.5% 45.7% 21.1% 17.7% 1,841 pleasure? 25 to 34 11.9% 48.0% 19.7% 20.4% 269 Q38. Could you tell me in which of the 35 to 44 13.5% 46.9% 21.8% 17.8% 518 following 45 to 54 19.5% 43.1% 20.6% 16.8% 596 categories your 55 to 64 15.9% 47.2% 21.2% 15.6% 358 age falls? 65 or over 25.3% 43.7% 19.0% 12.1% 174 At least $75,000, but 16.1% 43.9% 21.5% 18.5% 685 under $100,000 At least $100,000, Q39. Now, can you 15.2% 45.3% 20.9% 18.6% 296 please tell me if your but under $125,000 At least $125,000, total household 19.4% 48.3% 19.4% 12.8% 211 income before taxes but under $150,000 is $150,000 or less At least $150,000, 18.0% 45.5% 19.7% 16.9% 178 or is it more than but under $175,000 $150,000? At least $175,000, 19.0% 47.4% 23.3% 10.3% 116 but under $200,000 At least $200,000 16.6% 47.9% 25.2% 10.4% 163
July 6, 2006 Page B-13 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q17. When thinking of Nunavut as a travel destination is your impression very positive, Total somewhat positive, somewhat negative, or very negative? Somewhat Very Somewhat I really or very Count positive positive couldn't say negative TOTAL 12.0% 38.8% 26.3% 22.9% 1,892 Vancouver 10.2% 38.9% 26.3% 24.6% 471 Edmonton 11.2% 39.1% 27.2% 22.5% 276 Calgary 9.5% 39.8% 25.2% 25.5% 274 Region Winnipeg 11.2% 39.2% 29.4% 20.3% 143 Toronto 11.6% 41.0% 25.0% 22.4% 388 Ottawa 14.4% 47.3% 22.6% 15.8% 146 Montreal 20.6% 25.8% 29.9% 23.7% 194 Male 13.1% 37.5% 27.2% 22.1% 944 Gender Female 10.9% 40.1% 25.4% 23.6% 948 Q1. Have you ever Yes 17.6% 35.3% 23.9% 23.2% 289 traveled to the Yukon for business or No 10.9% 39.4% 26.8% 22.9% 1,600 pleasure? Q2. Have you ever Yes 20.3% 36.8% 23.3% 19.5% 266 traveled to the Northwest Territories for No 10.6% 39.2% 26.8% 23.4% 1,624 business or pleasure? Q3. Have you ever Yes 32.3% 43.0% 17.2% 7.5% 93 traveled to Nunavut for business or No 11.0% 38.6% 26.8% 23.6% 1,796 pleasure? 25 to 34 10.3% 39.9% 24.3% 25.5% 263 Q38. Could you tell 35 to 44 8.4% 41.9% 27.6% 22.1% 511 me in which of the 45 to 54 14.2% 37.5% 26.2% 22.0% 576 following categories your age falls? 55 to 64 11.5% 37.0% 27.8% 23.8% 349 65 or over 18.8% 37.6% 24.1% 19.4% 170 At least $75,000, but 12.1% 38.6% 28.0% 21.4% 669 under $100,000 At least $100,000, Q39. Now, can you 10.9% 41.2% 26.2% 21.8% 294 please tell me if your but under $125,000 At least $125,000, total household 15.1% 39.0% 24.4% 21.5% 205 income before taxes but under $150,000 is $150,000 or less At least $150,000, 12.0% 34.9% 29.7% 23.4% 175 or is it more than but under $175,000 $150,000? At least $175,000, 11.5% 38.1% 30.1% 20.4% 113 but under $200,000 At least $200,000 11.7% 41.6% 27.3% 19.5% 154
July 6, 2006 Page B-14 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q19. Agree/disagree: I am unlikely to consider the north as a vacation destination because Total there is a lack of organized tours. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 39.2% 38.9% 15.2% 6.7% 1,656 Vancouver 42.5% 42.0% 13.1% 2.4% 419 Edmonton 41.1% 41.9% 12.6% 4.5% 246 Calgary 39.5% 43.2% 14.0% 3.3% 243 Region Winnipeg 37.5% 40.6% 14.8% 7.0% 128 Toronto 39.1% 37.9% 18.3% 4.7% 338 Ottawa 42.4% 39.0% 15.3% 3.4% 118 Montreal 26.8% 21.3% 19.5% 32.3% 164 Male 36.3% 41.9% 16.3% 5.5% 857 Gender Female 42.3% 35.8% 13.9% 8.0% 799 Q1. Have you ever Yes 52.7% 35.2% 8.7% 3.4% 264 traveled to the Yukon for business or No 36.7% 39.6% 16.3% 7.3% 1,389 pleasure? Q2. Have you ever Yes 53.1% 33.5% 10.6% 2.8% 254 traveled to the Northwest Territories for No 36.6% 40.0% 16.0% 7.4% 1,400 business or pleasure? Q3. Have you ever Yes 58.2% 31.6% 7.6% 2.5% 79 traveled to Nunavut for business or No 38.2% 39.3% 15.6% 6.9% 1,575 pleasure? 25 to 34 34.0% 41.5% 15.8% 8.7% 241 Q38. Could you tell 35 to 44 35.2% 40.3% 16.9% 7.6% 437 me in which of the 45 to 54 43.1% 37.7% 12.8% 6.4% 515 following categories your age falls? 55 to 64 43.4% 38.5% 13.3% 4.9% 309 65 or over 41.8% 33.6% 19.4% 5.2% 134 At least $75,000, 33.9% 35.9% 21.7% 8.5% 590 but under $100,000 Q39. Now, can you At least $100,000, 41.3% 40.9% 11.1% 6.7% 252 please tell me if but under $125,000 your total At least $125,000, 36.6% 44.3% 14.2% 4.9% 183 household income but under $150,000 before taxes is At least $150,000, $150,000 or less or 48.0% 33.6% 13.2% 5.3% 152 is it more than but under $175,000 $150,000? At least $175,000, 40.2% 43.1% 12.7% 3.9% 102 but under $200,000 At least $200,000 49.0% 32.4% 9.7% 9.0% 145
July 6, 2006 Page B-15 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q20. Agree/disagree: I am unlikely to consider the north as a vacation destination because Total there is a lack of festivals, arts, or cultural
attractions. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 38.0% 38.2% 16.7% 7.0% 1,697 Vancouver 43.0% 37.6% 14.7% 4.7% 428 Edmonton 35.9% 46.9% 12.2% 5.0% 262 Calgary 42.8% 40.4% 12.8% 4.0% 250 Region Winnipeg 32.3% 41.4% 19.5% 6.8% 133 Toronto 37.1% 37.7% 21.1% 4.2% 337 Ottawa 37.9% 39.5% 19.4% 3.2% 124 Montreal 27.6% 20.2% 22.1% 30.1% 163 Male 34.6% 40.1% 18.3% 7.0% 868 Gender Female 41.6% 36.3% 15.1% 7.0% 829 Q1. Have you ever Yes 48.9% 38.7% 9.6% 2.8% 282 traveled to the Yukon for business or No 35.9% 38.0% 18.2% 7.9% 1,412 pleasure? Q2. Have you ever Yes 47.7% 38.5% 11.5% 2.3% 262 traveled to the Northwest Territories for No 36.2% 38.2% 17.7% 7.9% 1,434 business or pleasure? Q3. Have you ever Yes 52.3% 31.4% 10.5% 5.8% 86 traveled to Nunavut for business or No 37.2% 38.6% 17.1% 7.1% 1,608 pleasure? 25 to 34 32.5% 37.0% 21.4% 9.1% 243 Q38. Could you tell me in which of the 35 to 44 34.3% 38.1% 19.7% 7.8% 446 following 45 to 54 43.1% 35.4% 14.6% 6.9% 536 categories your 55 to 64 40.2% 41.8% 13.4% 4.6% 306 age falls? 65 or over 39.3% 40.7% 14.5% 5.5% 145 At least $75,000, but 36.5% 37.5% 18.2% 7.9% 598 under $100,000 At least $100,000, Q39. Now, can you 38.3% 41.0% 13.4% 7.3% 261 please tell me if your but under $125,000 At least $125,000, total household 40.2% 36.5% 19.0% 4.2% 189 income before taxes but under $150,000 is $150,000 or less At least $150,000, 42.4% 37.3% 15.8% 4.4% 158 or is it more than but under $175,000 $150,000? At least $175,000, 37.5% 37.5% 19.2% 5.8% 104 but under $200,000 At least $200,000 39.7% 36.2% 11.3% 12.8% 141
July 6, 2006 Page B-16 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q21. Agree/disagree: I am unlikely to consider the north as a vacation destination because Total there is a lack of fine dining opportunities. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 35.6% 37.1% 19.0% 8.3% 1,583 Vancouver 36.6% 41.0% 16.6% 5.9% 410 Edmonton 38.1% 37.7% 17.6% 6.6% 244 Calgary 37.1% 37.9% 21.1% 3.9% 232 Region Winnipeg 26.5% 39.3% 21.4% 12.8% 117 Toronto 35.6% 38.0% 17.6% 8.8% 329 Ottawa 30.0% 37.3% 28.2% 4.5% 110 Montreal 37.6% 19.1% 19.1% 24.1% 141 Male 35.5% 37.6% 17.8% 9.1% 814 Gender Female 35.6% 36.5% 20.3% 7.5% 769 Q1. Have you ever Yes 41.1% 32.5% 20.0% 6.4% 265 traveled to the Yukon for business No 34.5% 38.1% 18.6% 8.7% 1,315 or pleasure? Q2. Have you ever Yes 38.6% 34.9% 18.5% 8.0% 249 traveled to the Northwest Territories for No 35.0% 37.4% 19.1% 8.4% 1,333 business or pleasure? Q3. Have you ever Yes 41.5% 30.5% 15.9% 12.2% 82 traveled to Nunavut for business or No 35.2% 37.5% 19.2% 8.1% 1,499 pleasure? 25 to 34 34.1% 35.4% 22.3% 8.3% 229 Q38. Could you tell me in which of the 35 to 44 32.9% 33.8% 23.1% 10.2% 420 following 45 to 54 37.4% 37.2% 17.5% 7.9% 492 categories your 55 to 64 36.9% 40.3% 16.6% 6.2% 290 age falls? 65 or over 40.6% 41.4% 9.8% 8.3% 133 At least $75,000, 36.1% 37.4% 18.3% 8.2% 551 but under $100,000 Q39. Now, can you At least $100,000, 37.2% 36.4% 17.4% 9.1% 242 please tell me if but under $125,000 your total At least $125,000, 27.4% 47.5% 21.2% 3.9% 179 household income but under $150,000 before taxes is At least $150,000, $150,000 or less or 38.9% 30.6% 18.8% 11.8% 144 is it more than but under $175,000 $150,000? At least $175,000, 41.6% 31.7% 19.8% 6.9% 101 but under $200,000 At least $200,000 40.9% 28.5% 18.2% 12.4% 137
July 6, 2006 Page B-17 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q22. Agree/disagree: I am unlikely to consider the north as a vacation destination because Total there is a lack of quality accommodations. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 28.8% 40.7% 21.9% 8.7% 1,524 Vancouver 28.2% 46.1% 19.3% 6.4% 393 Edmonton 29.0% 43.7% 20.8% 6.5% 245 Calgary 29.3% 40.1% 24.1% 6.5% 232 Region Winnipeg 25.2% 40.0% 28.7% 6.1% 115 Toronto 32.3% 37.9% 21.0% 8.8% 319 Ottawa 19.0% 41.9% 26.7% 12.4% 105 Montreal 32.2% 24.3% 19.1% 24.3% 115 Male 28.4% 40.2% 22.1% 9.4% 797 Gender Female 29.3% 41.3% 21.6% 7.8% 727 Q1. Have you ever Yes 33.3% 34.4% 23.3% 8.9% 270 traveled to the Yukon for business No 27.9% 42.0% 21.4% 8.6% 1,251 or pleasure? Q2. Have you ever Yes 31.7% 34.5% 24.1% 9.6% 249 traveled to the Northwest Territories for No 28.3% 41.8% 21.4% 8.5% 1,274 business or pleasure? Q3. Have you ever Yes 31.0% 32.2% 24.1% 12.6% 87 traveled to Nunavut for business or No 28.7% 41.1% 21.8% 8.4% 1,434 pleasure? 25 to 34 29.0% 41.0% 22.1% 7.8% 217 Q38. Could you tell 35 to 44 28.2% 42.1% 21.4% 8.3% 397 me in which of the 45 to 54 27.6% 41.0% 22.1% 9.3% 485 following categories your age falls? 55 to 64 30.8% 39.4% 22.1% 7.6% 289 65 or over 32.8% 37.0% 21.8% 8.4% 119 At least $75,000, but 28.5% 40.0% 20.7% 10.7% 522 under $100,000 At least $100,000, Q39. Now, can you 32.2% 40.3% 19.9% 7.6% 236 please tell me if your but under $125,000 At least $125,000, total household 29.5% 42.2% 22.3% 6.0% 166 income before taxes but under $150,000 is $150,000 or less At least $150,000, 34.0% 36.1% 22.2% 7.6% 144 or is it more than but under $175,000 $150,000? At least $175,000, 24.0% 43.0% 27.0% 6.0% 100 but under $200,000 At least $200,000 24.8% 33.6% 26.3% 15.3% 137
July 6, 2006 Page B-18 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q23. Agree/disagree: I am unlikely to consider the north as a vacation destination because Total there is a lack of activities for children and
families. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 38.5% 34.6% 18.0% 8.8% 1,554 Vancouver 40.3% 37.5% 13.3% 9.0% 400 Edmonton 39.0% 37.3% 19.1% 4.6% 241 Calgary 40.4% 38.3% 17.4% 3.9% 230 Region Winnipeg 36.7% 35.8% 17.5% 10.0% 120 Toronto 39.9% 34.0% 17.0% 9.1% 318 Ottawa 36.4% 31.8% 24.5% 7.3% 110 Montreal 29.6% 17.8% 28.9% 23.7% 135 Male 35.0% 35.2% 20.4% 9.4% 805 Gender Female 42.3% 34.0% 15.5% 8.1% 749 Q1. Have you ever Yes 50.0% 32.1% 12.7% 5.2% 252 traveled to the Yukon for business or No 36.3% 35.2% 18.9% 9.5% 1,299 pleasure? Q2. Have you ever Yes 42.4% 36.9% 15.7% 5.1% 236 traveled to the Northwest Territories for No 37.8% 34.2% 18.5% 9.5% 1,317 business or pleasure? Q3. Have you ever Yes 44.9% 29.5% 16.7% 9.0% 78 traveled to Nunavut for business or No 38.2% 34.9% 18.0% 8.8% 1,474 pleasure? 25 to 34 30.9% 34.8% 24.3% 10.0% 230 Q38. Could you tell me in which of the 35 to 44 31.6% 33.3% 23.3% 11.8% 424 following 45 to 54 40.4% 34.6% 16.3% 8.7% 492 categories your 55 to 64 48.9% 38.0% 9.8% 3.4% 266 age falls? 65 or over 49.6% 32.0% 12.0% 6.4% 125 At least $75,000, but 36.8% 34.2% 19.0% 10.0% 532 under $100,000 At least $100,000, Q39. Now, can you 38.5% 35.1% 17.3% 9.1% 231 please tell me if your but under $125,000 At least $125,000, total household 35.9% 34.3% 22.7% 7.2% 181 income before taxes but under $150,000 is $150,000 or less At least $150,000, 40.9% 36.2% 16.8% 6.0% 149 or is it more than but under $175,000 $150,000? At least $175,000, 42.9% 28.6% 19.4% 9.2% 98 but under $200,000 At least $200,000 36.9% 34.0% 14.9% 14.2% 141
July 6, 2006 Page B-19 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q25. Agree/disagree: I am unlikely to consider the north as a vacation destination because Total there is a lack of gambling opportunities. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 70.9% 18.8% 6.1% 4.2% 1,271 Vancouver 77.0% 16.1% 3.3% 3.6% 330 Edmonton 72.4% 24.5% 2.1% 1.0% 192 Calgary 73.8% 20.3% 5.9% 0.0% 187 Region Winnipeg 70.8% 21.3% 6.7% 1.1% 89 Toronto 70.3% 21.4% 6.4% 1.9% 266 Ottawa 80.2% 10.5% 5.8% 3.5% 86 Montreal 42.1% 13.2% 19.0% 25.6% 121 Male 69.3% 19.5% 7.1% 4.1% 665 Gender Female 72.6% 18.0% 5.0% 4.5% 606 Q1. Have you ever Yes 77.7% 14.6% 5.3% 2.4% 206 traveled to the Yukon for business No 69.6% 19.6% 6.2% 4.6% 1,062 or pleasure? Q2. Have you ever Yes 73.1% 17.2% 7.0% 2.7% 186 traveled to the Northwest Territories for No 70.5% 19.1% 5.9% 4.5% 1,085 business or pleasure? Q3. Have you ever Yes 69.4% 19.4% 4.8% 6.5% 62 traveled to Nunavut for business or No 70.9% 18.8% 6.1% 4.1% 1,206 pleasure? 25 to 34 60.7% 25.1% 9.3% 4.9% 183 Q38. Could you tell me in which of the 35 to 44 66.7% 22.9% 5.8% 4.6% 327 following 45 to 54 74.4% 15.0% 5.8% 4.8% 399 categories your 55 to 64 75.0% 17.4% 5.5% 2.1% 236 age falls? 65 or over 80.2% 12.6% 3.6% 3.6% 111 At least $75,000, 66.4% 18.8% 8.5% 6.3% 447 but under $100,000 Q39. Now, can you At least $100,000, 69.0% 23.2% 3.4% 4.4% 203 please tell me if but under $125,000 your total At least $125,000, 72.5% 22.5% 2.2% 2.9% 138 household income but under $150,000 before taxes is At least $150,000, $150,000 or less or 73.0% 15.9% 7.9% 3.2% 126 is it more than but under $175,000 $150,000? At least $175,000, 78.8% 13.8% 3.8% 3.8% 80 but under $200,000 At least $200,000 77.4% 15.7% 4.3% 2.6% 115
July 6, 2006 Page B-20 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q26. Agree/disagree: I am unlikely to consider the north as a vacation destination because Total there are cultural and language differences. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 61.7% 25.5% 8.0% 4.8% 1,889 Vancouver 69.3% 23.3% 5.0% 2.3% 476 Edmonton 64.2% 26.3% 8.2% 1.4% 293 Calgary 64.5% 28.0% 6.5% 1.1% 279 Region Winnipeg 59.6% 30.5% 7.8% 2.1% 141 Toronto 59.6% 28.8% 8.7% 2.9% 379 Ottawa 53.2% 30.2% 12.9% 3.6% 139 Montreal 46.2% 12.1% 12.6% 29.1% 182 Male 60.0% 27.0% 7.9% 5.1% 944 Gender Female 63.5% 24.0% 8.0% 4.4% 945 Q1. Have you ever Yes 70.1% 22.7% 5.3% 2.0% 304 traveled to the Yukon for business or No 60.1% 26.0% 8.5% 5.3% 1,582 pleasure? Q2. Have you ever Yes 67.1% 25.0% 5.4% 2.5% 280 traveled to the Northwest Territories for No 60.8% 25.6% 8.5% 5.1% 1,607 business or pleasure? Q3. Have you ever Yes 69.9% 24.7% 2.2% 3.2% 93 traveled to Nunavut for business or No 61.3% 25.5% 8.3% 4.8% 1,794 pleasure? 25 to 34 57.7% 25.7% 10.9% 5.7% 265 Q38. Could you tell me in which of the 35 to 44 56.8% 28.8% 8.5% 5.9% 507 following 45 to 54 65.9% 23.1% 6.3% 4.6% 584 categories your 55 to 64 68.9% 21.8% 5.8% 3.5% 344 age falls? 65 or over 57.2% 30.1% 9.6% 3.0% 166 At least $75,000, 56.0% 27.6% 9.8% 6.6% 664 but under $100,000 Q39. Now, can you At least $100,000, 57.8% 27.7% 7.3% 7.3% 289 please tell me if but under $125,000 your total At least $125,000, 63.6% 25.8% 8.1% 2.4% 209 household income but under $150,000 before taxes is At least $150,000, $150,000 or less or 68.2% 22.9% 6.5% 2.4% 170 is it more than but under $175,000 $150,000? At least $175,000, 68.1% 16.4% 12.9% 2.6% 116 but under $200,000 At least $200,000 72.8% 16.5% 7.0% 3.8% 158
July 6, 2006 Page B-21 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q27. Agree/disagree: I am unlikely to consider the north as a vacation destination because Total Canada's north is simply just too far away. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 31.4% 25.6% 28.9% 14.1% 1,953 Vancouver 31.5% 24.1% 33.7% 10.6% 489 Edmonton 33.1% 28.4% 28.4% 10.1% 296 Calgary 30.6% 28.2% 31.6% 9.5% 294 Region Winnipeg 31.8% 30.5% 24.5% 13.2% 151 Toronto 33.4% 26.2% 28.5% 11.8% 389 Ottawa 26.0% 28.8% 32.9% 12.3% 146 Montreal 29.8% 13.3% 13.8% 43.1% 188 Male 32.6% 25.5% 28.8% 13.1% 982 Gender Female 30.3% 25.7% 28.9% 15.0% 971 Q1. Have you ever Yes 40.6% 20.8% 32.5% 6.2% 308 traveled to the Yukon for business or No 29.7% 26.6% 28.2% 15.6% 1,642 pleasure? Q2. Have you ever Yes 39.4% 25.2% 28.4% 7.1% 282 traveled to the Northwest Territories for No 30.1% 25.7% 28.9% 15.2% 1,669 business or pleasure? Q3. Have you ever Yes 46.8% 23.4% 23.4% 6.4% 94 traveled to Nunavut for business or No 30.7% 25.8% 29.1% 14.5% 1,856 pleasure? 25 to 34 30.2% 27.6% 25.8% 16.4% 275 Q38. Could you tell me in which of the 35 to 44 24.5% 23.5% 36.9% 15.1% 523 following 45 to 54 32.8% 25.8% 26.0% 15.5% 601 categories your 55 to 64 37.0% 26.3% 28.3% 8.4% 357 age falls? 65 or over 40.2% 25.9% 20.7% 13.2% 174 At least $75,000, but 28.2% 25.3% 28.3% 18.2% 688 under $100,000 At least $100,000, Q39. Now, can you 31.0% 28.3% 28.6% 12.1% 297 please tell me if your but under $125,000 At least $125,000, total household 32.3% 24.5% 29.1% 14.1% 220 income before taxes but under $150,000 is $150,000 or less At least $150,000, 38.1% 23.3% 28.4% 10.2% 176 or is it more than but under $175,000 $150,000? At least $175,000, 32.2% 24.6% 33.1% 10.2% 118 but under $200,000 At least $200,000 36.6% 24.8% 27.3% 11.2% 161
July 6, 2006 Page B-22 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q28. Agree/disagree: I am unlikely to consider the north as a vacation destination because Total there is not enough to see or do. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 46.8% 27.4% 16.5% 9.3% 1,834 Vancouver 46.4% 28.5% 18.1% 7.0% 470 Edmonton 48.4% 28.5% 15.3% 7.8% 281 Calgary 50.4% 28.4% 15.8% 5.4% 278 Region Winnipeg 44.6% 28.8% 15.8% 10.8% 139 Toronto 50.3% 25.8% 16.5% 7.4% 364 Ottawa 43.6% 33.8% 15.0% 7.5% 133 Montreal 36.7% 17.8% 16.6% 29.0% 169 Male 45.7% 26.8% 17.8% 9.7% 930 Gender Female 48.0% 28.0% 15.0% 9.0% 904 Q1. Have you ever Yes 64.5% 22.7% 9.9% 3.0% 304 traveled to the Yukon for business or No 43.4% 28.4% 17.7% 10.6% 1,527 pleasure? Q2. Have you ever Yes 60.3% 22.4% 11.6% 5.8% 277 traveled to the Northwest Territories for No 44.4% 28.3% 17.4% 10.0% 1,555 business or pleasure? Q3. Have you ever Yes 64.5% 17.2% 11.8% 6.5% 93 traveled to Nunavut for business or No 45.9% 27.9% 16.7% 9.5% 1,739 pleasure? 25 to 34 39.5% 24.8% 20.5% 15.1% 258 Q38. Could you tell me in which of the 35 to 44 41.4% 30.6% 19.3% 8.7% 481 following 45 to 54 50.1% 26.0% 15.9% 8.0% 565 categories your 55 to 64 53.7% 28.2% 11.4% 6.7% 341 age falls? 65 or over 52.4% 24.7% 11.4% 11.4% 166 At least $75,000, but 45.7% 26.8% 16.9% 10.7% 646 under $100,000 At least $100,000, Q39. Now, can you 48.4% 30.1% 13.6% 7.9% 279 please tell me if your but under $125,000 At least $125,000, total household 47.5% 25.0% 20.1% 7.4% 204 income before taxes but under $150,000 is $150,000 or less At least $150,000, 49.1% 26.9% 16.8% 7.2% 167 or is it more than but under $175,000 $150,000? At least $175,000, 44.2% 33.6% 13.3% 8.8% 113 but under $200,000 At least $200,000 49.0% 23.2% 15.5% 12.3% 155
July 6, 2006 Page B-23 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q29. Agree/disagree: I am unlikely to consider the north as a vacation destination because it is Total simply too cold. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 33.4% 27.1% 20.7% 18.7% 1,938 Vancouver 32.5% 30.4% 22.6% 14.5% 483 Edmonton 41.4% 28.8% 17.5% 12.3% 292 Calgary 34.9% 28.1% 23.1% 13.9% 295 Region Winnipeg 34.2% 24.8% 19.5% 21.5% 149 Toronto 30.1% 25.2% 22.1% 22.6% 385 Ottawa 30.1% 31.5% 21.9% 16.4% 146 Montreal 29.8% 17.0% 14.9% 38.3% 188 Male 35.8% 29.9% 18.8% 15.4% 972 Gender Female 31.1% 24.3% 22.7% 21.9% 966 Q1. Have you ever Yes 48.5% 30.8% 16.1% 4.6% 305 traveled to the Yukon for business or No 30.7% 26.4% 21.6% 21.3% 1,630 pleasure? Q2. Have you ever Yes 47.2% 31.6% 13.5% 7.8% 282 traveled to the Northwest Territories for No 31.1% 26.4% 22.0% 20.6% 1,654 business or pleasure? Q3. Have you ever Yes 51.6% 33.7% 7.4% 7.4% 95 traveled to Nunavut for business or No 32.5% 26.8% 21.4% 19.3% 1,840 pleasure? 25 to 34 27.7% 25.2% 22.6% 24.5% 274 Q38. Could you tell me in which of the 35 to 44 26.7% 27.1% 24.2% 22.1% 517 following 45 to 54 36.6% 27.0% 19.8% 16.6% 596 categories your 55 to 64 39.6% 28.7% 18.1% 13.6% 359 age falls? 65 or over 41.9% 27.5% 16.8% 13.8% 167 At least $75,000, 30.4% 27.7% 19.9% 22.0% 682 but under $100,000 Q39. Now, can you At least $100,000, 36.9% 26.4% 17.3% 19.3% 295 please tell me if but under $125,000 your total At least $125,000, 33.8% 31.1% 23.3% 11.9% 219 household income but under $150,000 before taxes is At least $150,000, $150,000 or less or 43.9% 18.5% 20.8% 16.8% 173 is it more than but under $175,000 $150,000? At least $175,000, 30.3% 29.4% 22.7% 17.6% 119 but under $200,000 At least $200,000 29.8% 26.7% 23.6% 19.9% 161
July 6, 2006 Page B-24 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q30. Agree/disagree: I am unlikely to consider the north as a vacation destination because the Total roads are poor or non-existent. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 22.0% 31.7% 34.8% 11.5% 1,584 Vancouver 24.6% 34.6% 34.1% 6.6% 410 Edmonton 18.1% 35.8% 33.8% 12.3% 260 Calgary 22.4% 27.4% 41.5% 8.7% 241 Region Winnipeg 15.9% 26.2% 38.9% 19.0% 126 Toronto 24.4% 36.8% 28.8% 10.0% 299 Ottawa 14.3% 32.4% 41.0% 12.4% 105 Montreal 27.3% 16.8% 31.5% 24.5% 143 Male 21.7% 31.1% 34.7% 12.5% 821 Gender Female 22.4% 32.4% 34.9% 10.4% 763 Q1. Have you ever Yes 26.3% 31.0% 33.6% 9.1% 274 traveled to the Yukon for business No 21.2% 31.8% 35.0% 12.0% 1,307 or pleasure? Q2. Have you ever Yes 26.4% 27.2% 32.1% 14.3% 265 traveled to the Northwest Territories for No 21.1% 32.6% 35.4% 10.9% 1,318 business or pleasure? Q3. Have you ever Yes 20.7% 28.3% 32.6% 18.5% 92 traveled to Nunavut for business or No 22.1% 31.9% 35.0% 11.1% 1,490 pleasure? 25 to 34 16.7% 34.7% 36.1% 12.5% 216 Q38. Could you tell 35 to 44 20.5% 34.1% 33.4% 12.0% 425 me in which of the 45 to 54 22.9% 29.9% 36.3% 11.0% 502 following categories your age falls? 55 to 64 24.0% 30.8% 34.6% 10.6% 292 65 or over 29.5% 27.1% 32.6% 10.9% 129 At least $75,000, but 20.4% 28.9% 36.9% 13.9% 540 under $100,000 At least $100,000, Q39. Now, can you 23.6% 33.5% 30.2% 12.8% 242 please tell me if your but under $125,000 At least $125,000, total household 20.8% 34.4% 35.0% 9.8% 183 income before taxes but under $150,000 is $150,000 or less At least $150,000, 23.3% 30.7% 38.7% 7.3% 150 or is it more than but under $175,000 $150,000? At least $175,000, 23.2% 33.3% 35.4% 8.1% 99 but under $200,000 At least $200,000 23.7% 36.3% 25.9% 14.1% 135
July 6, 2006 Page B-25 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q31. Agree/disagree: I am unlikely to consider the north as a vacation destination because the Total cost of traveling to the north is too high. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 15.6% 25.2% 35.5% 23.8% 1,700 Vancouver 18.5% 27.6% 34.7% 19.2% 438 Edmonton 18.0% 31.2% 30.8% 19.9% 266 Calgary 15.9% 32.7% 42.2% 9.2% 251 Region Winnipeg 6.5% 15.9% 39.9% 37.7% 138 Toronto 16.6% 23.9% 35.6% 23.9% 326 Ottawa 7.4% 17.2% 47.5% 27.9% 122 Montreal 15.1% 13.2% 21.4% 50.3% 159 Male 14.2% 26.5% 36.8% 22.5% 880 Gender Female 17.1% 23.8% 34.0% 25.1% 820 Q1. Have you ever Yes 14.8% 27.5% 36.8% 21.0% 291 traveled to the Yukon for business No 15.8% 24.7% 35.1% 24.4% 1,406 or pleasure? Q2. Have you ever Yes 15.2% 25.7% 37.5% 21.6% 269 traveled to the Northwest Territories for No 15.7% 25.1% 35.0% 24.2% 1,430 business or pleasure? Q3. Have you ever Yes 11.5% 26.4% 33.3% 28.7% 87 traveled to Nunavut for business or No 15.8% 25.2% 35.6% 23.5% 1,610 pleasure? 25 to 34 16.1% 26.5% 37.4% 20.0% 230 Q38. Could you tell me in which of the 35 to 44 13.0% 22.3% 38.2% 26.5% 471 following 45 to 54 16.0% 24.3% 32.5% 27.2% 530 categories your 55 to 64 16.2% 27.3% 38.6% 17.9% 308 age falls? 65 or over 20.6% 31.9% 27.7% 19.9% 141 At least $75,000, 11.6% 23.0% 39.5% 26.0% 588 but under $100,000 Q39. Now, can you At least $100,000, 15.1% 27.1% 32.2% 25.6% 258 please tell me if but under $125,000 your total At least $125,000, 11.1% 29.8% 36.4% 22.7% 198 household income but under $150,000 before taxes is At least $150,000, $150,000 or less or 20.0% 23.1% 38.1% 18.8% 160 is it more than but under $175,000 $150,000? At least $175,000, 25.0% 20.0% 32.0% 23.0% 100 but under $200,000 At least $200,000 26.9% 29.7% 25.5% 17.9% 145
July 6, 2006 Page B-26 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q32. Agree/disagree: I am unlikely to consider the north as a vacation destination because the Total cost of traveling and vacationing is too
expensive. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 20.6% 28.5% 32.1% 18.9% 1,775 Vancouver 25.0% 31.9% 30.5% 12.6% 452 Edmonton 21.1% 32.6% 29.0% 17.2% 279 Calgary 21.8% 34.1% 36.0% 8.0% 261 Region Winnipeg 11.3% 22.5% 39.4% 26.8% 142 Toronto 21.6% 29.4% 30.8% 18.2% 357 Ottawa 14.2% 18.1% 40.9% 26.8% 127 Montreal 15.9% 13.4% 24.2% 46.5% 157 Male 19.4% 27.8% 33.6% 19.2% 904 Gender Female 21.8% 29.2% 30.4% 18.6% 871 Q1. Have you ever Yes 18.6% 32.2% 35.3% 13.9% 295 traveled to the Yukon for business or No 20.9% 27.7% 31.5% 20.0% 1,477 pleasure? Q2. Have you ever Yes 20.1% 30.8% 33.0% 16.1% 273 traveled to the Northwest Territories for No 20.7% 28.0% 31.9% 19.5% 1,500 business or pleasure? Q3. Have you ever Yes 17.8% 32.2% 27.8% 22.2% 90 traveled to Nunavut for business or No 20.7% 28.2% 32.3% 18.7% 1,682 pleasure? 25 to 34 21.3% 28.1% 33.3% 17.3% 249 Q38. Could you tell me in which of the 35 to 44 14.5% 26.9% 37.1% 21.5% 475 following 45 to 54 21.0% 29.4% 29.2% 20.4% 558 categories your 55 to 64 26.2% 28.6% 31.1% 14.2% 325 age falls? 65 or over 26.0% 31.5% 25.3% 17.1% 146 At least $75,000, 14.4% 27.8% 36.4% 21.3% 623 but under $100,000 Q39. Now, can you At least $100,000, 23.8% 21.5% 33.6% 21.1% 265 please tell me if but under $125,000 your total At least $125,000, 14.9% 29.2% 36.1% 19.8% 202 household income but under $150,000 before taxes is At least $150,000, $150,000 or less or 27.4% 29.9% 27.4% 15.2% 164 is it more than but under $175,000 $150,000? At least $175,000, 27.1% 30.8% 22.4% 19.6% 107 but under $200,000 At least $200,000 37.8% 28.7% 21.0% 12.6% 143
July 6, 2006 Page B-27 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q33. Have you heard of Total the Canada Games? Yes No Count TOTAL 88.0% 12.0% 1,993 Vancouver 94.4% 5.6% 497 Edmonton 92.6% 7.4% 298 Calgary 87.3% 12.7% 299 Region Winnipeg 91.4% 8.6% 152 Toronto 83.3% 16.7% 396 Ottawa 88.1% 11.9% 151 Montreal 72.5% 27.5% 200 Male 89.7% 10.3% 997 Gender Female 86.2% 13.8% 996 Q1. Have you ever Yes 94.2% 5.8% 309 traveled to the Yukon for business or No 86.8% 13.2% 1,681 pleasure? Q2. Have you ever Yes 95.5% 4.5% 286 traveled to the Northwest Territories for No 86.7% 13.3% 1,705 business or pleasure? Q3. Have you ever Yes 93.8% 6.3% 96 traveled to Nunavut for business or No 87.7% 12.3% 1,894 pleasure? 25 to 34 78.6% 21.4% 276 Q38. Could you tell me in which of the 35 to 44 84.5% 15.5% 536 following 45 to 54 91.7% 8.3% 614 categories your 55 to 64 92.3% 7.7% 363 age falls? 65 or over 92.7% 7.3% 179 At least $75,000, but 87.2% 12.8% 703 under $100,000 At least $100,000, Q39. Now, can you 86.2% 13.8% 304 please tell me if your but under $125,000 At least $125,000, total household 85.4% 14.6% 219 income before taxes but under $150,000 is $150,000 or less At least $150,000, 91.7% 8.3% 180 or is it more than but under $175,000 $150,000? At least $175,000, 86.0% 14.0% 121 but under $200,000 At least $200,000 92.2% 7.8% 167
July 6, 2006 Page B-28 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q34. Are you aware the next Canada Games will be the Canada Winter Total Games in Whitehorse, Yukon, in 2007? Yes No Count TOTAL 25.0% 75.0% 1,995 Vancouver 24.5% 75.5% 497 Edmonton 30.0% 70.0% 300 Calgary 26.8% 73.2% 295 Region Winnipeg 23.2% 76.8% 151 Toronto 19.5% 80.5% 399 Ottawa 26.5% 73.5% 151 Montreal 27.2% 72.8% 202 Male 26.9% 73.1% 1,001 Gender Female 23.1% 76.9% 994 Q1. Have you ever Yes 37.0% 63.0% 311 traveled to the Yukon for business or No 22.8% 77.2% 1,681 pleasure? Q2. Have you ever Yes 37.7% 62.3% 284 traveled to the Northwest Territories for No 22.9% 77.1% 1,709 business or pleasure? Q3. Have you ever Yes 36.5% 63.5% 96 traveled to Nunavut for business or No 24.4% 75.6% 1,896 pleasure? 25 to 34 19.0% 81.0% 279 Q38. Could you tell me in which of the 35 to 44 21.5% 78.5% 536 following 45 to 54 26.9% 73.1% 614 categories your 55 to 64 28.4% 71.6% 363 age falls? 65 or over 34.3% 65.7% 178 At least $75,000, but 24.0% 76.0% 704 under $100,000 At least $100,000, Q39. Now, can you 26.6% 73.4% 305 please tell me if your but under $125,000 At least $125,000, total household 26.2% 73.8% 221 income before taxes but under $150,000 is $150,000 or less At least $150,000, 21.1% 78.9% 180 or is it more than but under $175,000 $150,000? At least $175,000, 29.8% 70.2% 121 but under $200,000 At least $200,000 27.9% 72.1% 165
July 6, 2006 Page B-29 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q35. Agree/disagree: I am more likely to support a company that sponsors events like the Total Canada Games. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 12.6% 23.7% 40.3% 23.4% 1,888 Vancouver 10.2% 22.7% 45.6% 21.4% 471 Edmonton 11.2% 26.4% 39.4% 23.1% 277 Calgary 10.3% 27.0% 42.6% 20.2% 282 Region Winnipeg 13.1% 22.8% 40.0% 24.1% 145 Toronto 12.9% 22.7% 39.1% 25.3% 379 Ottawa 10.9% 25.4% 44.2% 19.6% 138 Montreal 24.0% 19.4% 25.5% 31.1% 196 Male 13.3% 24.8% 40.2% 21.6% 947 Gender Female 11.9% 22.6% 40.4% 25.1% 941 Q1. Have you ever Yes 12.7% 19.9% 40.9% 26.5% 291 traveled to the Yukon for business No 12.5% 24.5% 40.2% 22.8% 1,594 or pleasure? Q2. Have you ever Yes 12.0% 24.3% 35.2% 28.5% 267 traveled to the Northwest Territories for No 12.7% 23.6% 41.1% 22.5% 1,619 business or pleasure? Q3. Have you ever Yes 11.1% 28.9% 36.7% 23.3% 90 traveled to Nunavut for business or No 12.7% 23.5% 40.5% 23.3% 1,795 pleasure? 25 to 34 12.2% 26.7% 40.4% 20.7% 270 Q38. Could you tell 35 to 44 10.9% 22.2% 45.1% 21.8% 505 me in which of the 45 to 54 13.4% 23.1% 39.8% 23.6% 588 following categories your age falls? 55 to 64 13.4% 22.7% 38.5% 25.4% 343 65 or over 14.1% 24.5% 31.9% 29.4% 163 At least $75,000, but 12.2% 23.6% 40.4% 23.8% 673 under $100,000 At least $100,000, Q39. Now, can you 13.4% 26.8% 35.7% 24.1% 291 please tell me if your but under $125,000 At least $125,000, total household 9.4% 23.0% 44.1% 23.5% 213 income before taxes but under $150,000 is $150,000 or less At least $150,000, 14.9% 21.4% 39.9% 23.8% 168 or is it more than but under $175,000 $150,000? At least $175,000, 7.9% 23.7% 36.0% 32.5% 114 but under $200,000 At least $200,000 16.9% 20.1% 40.3% 22.7% 154
July 6, 2006 Page B-30 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q36. Agree/disagree: The Canada Games is an important Canadian institution that supports Total nation building. Strongly Somewhat Somewhat Strongly Count disagree disagree agree agree TOTAL 4.6% 7.7% 34.9% 52.8% 1,887 Vancouver 3.1% 7.3% 38.8% 50.8% 480 Edmonton 5.3% 7.4% 32.3% 55.1% 285 Calgary 3.6% 8.2% 35.7% 52.5% 280 Region Winnipeg 2.0% 10.7% 34.9% 52.3% 149 Toronto 4.7% 6.7% 36.1% 52.5% 360 Ottawa 0.7% 8.6% 37.9% 52.9% 140 Montreal 13.0% 7.8% 23.8% 55.4% 193 Male 5.7% 8.1% 37.5% 48.7% 950 Gender Female 3.4% 7.4% 32.3% 56.9% 937 Q1. Have you ever Yes 3.4% 6.8% 36.5% 53.4% 296 traveled to the Yukon for business No 4.8% 7.9% 34.5% 52.8% 1,588 or pleasure? Q2. Have you ever Yes 4.7% 6.2% 36.5% 52.6% 274 traveled to the Northwest Territories for No 4.5% 8.0% 34.7% 52.8% 1,612 business or pleasure? Q3. Have you ever Yes 3.3% 3.3% 39.1% 54.3% 92 traveled to Nunavut for business or No 4.6% 8.0% 34.6% 52.8% 1,793 pleasure? 25 to 34 3.9% 5.9% 38.4% 51.8% 255 Q38. Could you tell me in which of the 35 to 44 2.8% 8.0% 39.0% 50.3% 503 following 45 to 54 6.3% 8.8% 32.2% 52.6% 599 categories your 55 to 64 4.7% 6.4% 32.8% 56.1% 344 age falls? 65 or over 4.2% 6.0% 31.1% 58.7% 167 At least $75,000, but 4.3% 6.9% 31.8% 57.0% 669 under $100,000 At least $100,000, Q39. Now, can you 4.8% 8.3% 33.2% 53.6% 289 please tell me if your but under $125,000 At least $125,000, total household 4.7% 9.0% 33.0% 53.3% 212 income before taxes but under $150,000 is $150,000 or less At least $150,000, 4.8% 11.9% 31.0% 52.4% 168 or is it more than but under $175,000 $150,000? At least $175,000, 3.4% 6.0% 35.9% 54.7% 117 but under $200,000 At least $200,000 5.7% 8.3% 37.6% 48.4% 157
July 6, 2006 Page B-31 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q37. When you travel on vacation, do you Total usually travel with… Friends Spouse Family Alone Count TOTAL 9.2% 38.6% 48.4% 3.8% 1,997 Vancouver 8.8% 37.7% 50.3% 3.2% 499 Edmonton 8.1% 38.6% 50.7% 2.7% 298 Calgary 7.0% 37.9% 52.3% 2.7% 298 Region Winnipeg 11.8% 38.2% 44.7% 5.3% 152 Toronto 13.3% 40.9% 40.6% 5.3% 399 Ottawa 7.3% 42.7% 45.3% 4.7% 150 Montreal 6.5% 34.8% 54.7% 4.0% 201 Male 9.6% 37.9% 48.0% 4.5% 1,002 Gender Female 8.8% 39.3% 48.7% 3.1% 995 Q1. Have you ever Yes 8.7% 42.6% 42.3% 6.5% 310 traveled to the Yukon for business or No 9.3% 37.8% 49.6% 3.3% 1,684 pleasure? Q2. Have you ever Yes 6.7% 41.8% 46.0% 5.6% 285 traveled to the Northwest Territories for No 9.6% 38.0% 48.8% 3.5% 1,710 business or pleasure? Q3. Have you ever Yes 8.3% 41.7% 42.7% 7.3% 96 traveled to Nunavut for business or No 9.3% 38.4% 48.7% 3.6% 1,898 pleasure? 25 to 34 15.8% 35.8% 41.9% 6.5% 279 Q38. Could you tell me in which of the 35 to 44 7.1% 20.7% 70.0% 2.2% 537 following 45 to 54 7.3% 35.0% 54.1% 3.6% 615 categories your 55 to 64 8.0% 61.5% 27.7% 2.7% 364 age falls? 65 or over 13.4% 63.7% 16.2% 6.7% 179 At least $75,000, 12.3% 39.9% 42.9% 4.9% 709 but under $100,000 Q39. Now, can you At least $100,000, 9.8% 39.7% 47.5% 3.0% 305 please tell me if but under $125,000 your total At least $125,000, 5.9% 34.5% 56.8% 2.7% 220 household income but under $150,000 before taxes is At least $150,000, $150,000 or less or 5.6% 45.0% 46.7% 2.8% 180 is it more than but under $175,000 $150,000? At least $175,000, 7.4% 40.5% 51.2% 0.8% 121 but under $200,000 At least $200,000 7.3% 35.2% 52.7% 4.8% 165
July 6, 2006 Page B-32 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q38. Could you tell me in which of the following categories Total your age falls? 25 to 34 35 to 44 45 to 54 55 to 64 65 or over Count TOTAL 14.1% 27.2% 31.2% 18.5% 9.1% 1,980 Vancouver 10.1% 23.5% 32.9% 21.7% 11.8% 493 Edmonton 11.6% 26.2% 38.4% 20.1% 3.7% 294 Calgary 16.9% 25.3% 31.4% 16.9% 9.5% 296 Region Winnipeg 17.8% 28.9% 36.2% 9.2% 7.9% 152 Toronto 16.5% 29.1% 24.1% 20.0% 10.4% 395 Ottawa 13.2% 32.5% 28.5% 18.5% 7.3% 151 Montreal 16.6% 31.2% 28.1% 14.6% 9.5% 199 Male 13.7% 25.0% 31.3% 19.0% 11.0% 996 Gender Female 14.5% 29.4% 31.0% 18.0% 7.1% 984 Q1. Have you ever Yes 5.2% 21.6% 34.5% 21.3% 17.4% 310 traveled to the Yukon for business or No 15.7% 28.2% 30.6% 18.0% 7.6% 1,667 pleasure? Q2. Have you ever Yes 4.9% 20.5% 37.1% 24.0% 13.4% 283 traveled to the Northwest Territories for No 15.6% 28.3% 30.2% 17.5% 8.4% 1,695 business or pleasure? Q3. Have you ever Yes 2.1% 18.1% 41.5% 20.2% 18.1% 94 traveled to Nunavut for business or No 14.7% 27.6% 30.7% 18.4% 8.6% 1,883 pleasure? At least $75,000, 17.1% 25.2% 26.8% 18.1% 12.7% 706 but under $100,000 Q39. Now, can you At least $100,000, 14.5% 32.6% 30.6% 17.1% 5.3% 304 please tell me if but under $125,000 your total At least $125,000, 11.9% 32.1% 34.4% 16.5% 5.0% 218 household income but under $150,000 before taxes is At least $150,000, $150,000 or less or 16.1% 28.3% 31.1% 15.6% 8.9% 180 is it more than but under $175,000 $150,000? At least $175,000, 15.7% 20.7% 38.8% 19.8% 5.0% 121 but under $200,000 At least $200,000 7.2% 25.9% 38.6% 22.3% 6.0% 166
July 6, 2006 Page B-33 06cwg01 Pre-Campaign Study – Final Report 2007 Jeux du Canada Games Host Society – Pre-Campaign Tourism Study
Q39. Now, can you please tell me if your total household income before taxes is $150,000 or less or is it more than Total $150,000? At least At least At least At least At least $75,000, $100,000, $125,000, $150,000, $175,000, At least but Count but under but under but under but under $200,000 under $125,000 $150,000 $175,000 $200,000 $100,000 TOTAL 41.6% 17.9% 13.0% 10.6% 7.1% 9.8% 1,705 Vancouver 45.8% 11.7% 12.5% 12.5% 7.9% 9.7% 393 Edmonton 32.4% 19.8% 16.2% 10.7% 8.3% 12.6% 253 Calgary 33.2% 19.3% 12.7% 12.7% 6.6% 15.6% 244 Region Winnipeg 49.0% 27.3% 9.8% 7.0% 4.9% 2.1% 143 Toronto 39.0% 17.2% 11.9% 11.6% 8.4% 11.9% 344 Ottawa 36.7% 18.7% 21.6% 9.4% 7.2% 6.5% 139 Montreal 59.3% 20.1% 8.5% 5.3% 3.7% 3.2% 189 Male 40.4% 17.4% 14.6% 10.9% 6.6% 10.0% 861 Gender Female 42.9% 18.4% 11.4% 10.2% 7.6% 9.6% 844 Q1. Have you ever Yes 35.9% 15.3% 12.9% 13.3% 6.9% 15.7% 248 traveled to the Yukon for business or No 42.7% 18.3% 13.1% 10.0% 7.2% 8.7% 1,454 pleasure? Q2. Have you ever Yes 29.4% 13.1% 16.3% 15.1% 9.4% 16.7% 245 traveled to the Northwest Territories for No 43.7% 18.7% 12.5% 9.8% 6.7% 8.6% 1,459 business or pleasure? Q3. Have you ever Yes 32.1% 17.9% 17.9% 10.7% 9.5% 11.9% 84 traveled to Nunavut for business or No 42.1% 17.9% 12.8% 10.6% 7.0% 9.7% 1,619 pleasure? 25 to 34 48.2% 17.5% 10.4% 11.6% 7.6% 4.8% 251 Q38. Could you tell me in which of 35 to 44 38.2% 21.2% 15.0% 10.9% 5.4% 9.2% 466 the following 45 to 54 36.1% 17.7% 14.3% 10.7% 9.0% 12.2% 524 categories your 55 to 64 42.0% 17.0% 11.8% 9.2% 7.9% 12.1% 305 age falls? 65 or over 60.4% 10.7% 7.4% 10.7% 4.0% 6.7% 149
July 6, 2006 Page B-34 06cwg01 Pre-Campaign Study – Final Report