Activity-Based Segmentation of Canadian Domestic Pleasure Travelers to New Brunswick

The purpose of the study was to conduct a distinctive analysis for segmenting the New Brunswick travel market through empirical examination. Data was obtained from the Consumer Interests, Motivators and Attitudes (CIMA) Surveys conducted by the New Brunswick Ministry of Tourism and Parks. This study examined the travel characteristics, benefits sought from travel to New Brunswick, intention to revisit, interest in various travel activities when traveling and sociodemographic characteristics of 655 visitors and nonvisitors from Quebec, Ontario, Nova Scotia, and Prince Edward Island. The results showed that the activity-based travelers are classified in three clusters: outdoor lovers, active explorers, and cultural shoppers. Statistically significant differences among three clusters were found in sociodemographic, travel pattern, activity participation, trip planning, and benefit-related variables. The study results indicated that activity was a viable basis for market segmentation and implications existed for product packaging, promotional strategies, and advertising strategies when attracting domestic pleasure travelers in Canada to New Brunswick.