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