China Market Segmentation

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Consumer and Travel
Trade Research in China
Quantitative Report
April 24, 2006

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Consumer and Travel Trade Research in China – Quantitative Report

Table of Contents
1. Introduction .............................................................................. 5 Background and Objectives ......................................................... 5 Methodology................................................................................. 6 Organization of the Report ........................................................... 8 2. Key Findings............................................................................. 9 3. Overview of Chinese Long-Haul Pleasure Travellers......... 12 Demographics of Recent Long-Haul Travellers ......................... 12 Recent Travellers to Canada...................................................... 14 Planners..................................................................................... 16 4. Overview of Chinese Long-Haul Pleasure Trips.................. 17 Frequency of Long-Haul Pleasure Travel................................... 17 Characteristics of Recent Long-Haul Pleasure Trips.................. 19 Trip Expenditures ....................................................................... 31 Vacation Activities ...................................................................... 34 5. Trip Planning .......................................................................... 37 Trip Planning .............................................................................. 37 Use of the Internet for Travel Planning....................................... 43 6. Potential of the Chinese Market for Canada ........................ 44 Estimation of Market Size and Potential..................................... 44 Demographics of the Potential Market to Canada...................... 48 Barriers for Chinese Travel to Canada....................................... 51 7. Travel Attitudes and Motivations .......................................... 54 Attitudes Towards Long-Haul Travel .......................................... 54 Travel Motivations ...................................................................... 56 Motivational Segmentation......................................................... 61 8. General Awareness and Perceptions of Canada ................ 69 Awareness of Canada................................................................ 69 Perceptions of Canada............................................................... 72 Marketing Strengths and Weaknesses for Canada .................... 75

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Consumer and Travel Trade Research in China – Quantitative Report

9. Product Potential For Canada ............................................... 77 Product Potential Analysis ......................................................... 77 Product-Based Segmentation .................................................... 80 10. Packaging Chinese Travel to...
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