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Market Profiles/Research
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Market Profiles
Research & Planning compiles and publishes data on BC's tourism markets. The publications discuss the size of the market, traveller characteristics (International Traveller Survey data), competition, market economic profile and emerging trends.
Our latest Market Profiles include:
Australia,
Germany,
Japan,
New Zealand, South Korea,
Taiwan,
UK and China.
View Market Profiles
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Market Research Partnership Projects with the CTC and Other Provincial Tourism Organizations
Tourism British Columbia, as well as other provincial tourism organizations regularly participate in Canadian Tourism Commission led international market research partnerships.
These research projects examine the tourism potential of major or emerging international tourism markets for Canada, British Columbia and other provinces, through consumer surveys and interviews with representatives of the travel trade.
Main objectives of these projects include (but are not limited to):
- Providing an in-depth understanding of outbound tourism of the market in question
- Profiling outbound traveller demographics and trip characteristics
- Determining existing and potential market size for Canada, British Columbia and other provinces
- Analyzing traveller perceptions towards Canadian and British Columbia tourism products
- Examining Canada's brand image in the market in question
- Conducting competitive analysis of Canada and competing international destinations
The following reports are currently available:
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Other Market Research
Japan Ski Market Research
In 2006, Tourism British Columbia commissioned a ski market study in Japan. The objectives of this study were to determine the current status and trends of the Japanese ski market; to understand the travel behaviours of Japanese skiers/snowboarders; to understand the experiences and preferences of Japanese skiers/snowboarders for domestic and overseas skiing/snowboarding; and to understand the interests and needs of Japanese skiers/snowboarders for winter sports in Canada. The report presents:
- An overview of the Japanese ski market.
- Qualitative results from travel trade interviews and in-market skier/snowboarder focus groups.
- Quantitative results from a ski consumer web survey covering four major urban areas in Japan.
South Korean Ski Market Research
In 2007, Tourism British Columbia commissioned a ski market study in South Korea. The objectives of this study were to understand the usage and attitudes of Korean domestic/overseas ski travellers; to determine the consumers' unmet needs for ski trips and the interest in ski trips to Canada; to provide basic data for Tourism British Columbia's marketing strategies. The report presents:
- An overview of the Korean ski market.
- Results from an interview survey of skiers/snowboarders intercepted at selected domestic ski hills in the greater Seoul area.
Taiwan Consumer Research
In 2007, Tourism British Columbia commissioned a market study in Taiwan. The objectives of this study were to develop a detailed understanding of the international travel market in Taiwan and in particular, travel to Canada and its composite destinations. The report presents:
- An overview of the Taiwanese market for travel.
- Results from a telephone consumer survey on profile of Taiwanese travellers, trip characteristics, trip planning, perceptions and motivations of international travel particularly to Canada etc.
2006 Regional Market Study: British Columbia, Alberta and Washington State
In 2006 Tourism British Columbia commissioned market studies on British Columbia's three major regional markets: the BC domestic market, Alberta and Washington State.
- These studies examined prospects' travel patterns, interest in and attitudes toward travel to British Columbia.
This report presents the results of these studies and will complement reports on studies of British Columbia's North American long haul markets and key overseas markets, which will be published later in 2007.
South Korean Market Report
Tourism British Columbia's Marketing division has produced an in-depth report about BC's expanding South Korean market. The report includes:
- An overview of the Korean market with information about the economy, demographics, travel trends, updates about airlines and the travel industry as well as Canada's inbound market from South Korea.
- In-market research conducted by Tourism BC: online consumer research to determine perceptions about Canada and BC, a travel industry survey and a travel media survey.
- An outline of Tourism BC's marketing activities in South Korea for winter/spring 2005/2006.
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