TRC releases report about travel motivations of visitors to P.E.I.

The Tourism Research Centre at UPEI has released a report that categorizes pleasure visitors based on the primary reasons for their trip to P.E.I.

Based on results from the 2007/2008 exit survey, the report profiles visitors by six reasons for travel, including holidays/vacations; short getaways; visiting friends and/or relatives; visiting second home, cottage, condo; attending events, festivals and attractions; and for other pleasure.

The largest percentage of travel parties (38 per cent) visited P.E.I. for a holiday or vacation. This group had the highest prevalence of families and first-time visitors, and tended to visit less frequently than other travel parties. Visitors in this group were most likely to have included P.E.I. as a stop on a larger trip, perhaps one that encompassed the Maritime provinces. They were most likely to have visited in the main season and to have stayed in paid accommodations. These travel parties had the highest participation levels in nine of the 16 activities listed in the survey.

Twenty-one per cent of travel parties came to P.E.I. to visit friends and/or relatives. These travellers spent 81 per cent of their total trip nights with family and friends. As a result, this group had the lowest spending per person per night at $66. Compared to the other groups, those visiting friends/relatives were more likely to visit P.E.I. during the winter, most likely during Christmas and winter breaks. This group spent most of their total nights in Charlottetown (42 per cent), the highest of any group. Participation in typical tourist activities was among the lowest of all groups.

'This is an aging group of Maritime travellers who come to PEI frequently on short visits, spending little money on tourism products while here,' says Dr. Sean Hennessey, Faculty Director of the TRC. 'Given that nearly all have been to P.E.I. previously, the challenge will be to identify new activities for these travel parties to engage in while spending time in P.E.I.'

Fifteen per cent of travel parties came to P.E.I. for 'other pleasure' which includes, among others, sporting events and tournaments, particularly during the winter months. This group reported the highest spending per person per night at $139. They spent more on restaurants, vehicle operation and transportation, and other expenditures than any other group. This group had one of the highest representations of minors at 23 per cent, suggesting travel may have been motivated by participation in various sporting events by these younger visitors. More than the other segments, this group spent a greater proportion of their nights in hotels, motels and resorts (48 per cent) and in Summerside (20 per cent of total nights).

A short getaway was the primary reason for visiting P.E.I. for 15 per cent of travel parties. As the name suggests, this group stayed the fewest nights in P.E.I. (2.4). However, despite their short stays, they spent $128 per person per night, the second highest of all groups. About 35 per cent of these visitors were aged 35 to 54, the greatest representation of this age group. Similar to those visiting to holiday and vacation, this group participated in a variety of activities while in PEI.

Six per cent of travel parties visited P.E.I. to attend events, festivals and attractions. Not surprising, this group spent the most money on recreation and entertainment, compared to the other groups. These visitors were most likely to come from New Brunswick and Nova Scotia, and consisted of the highest prevalence of three or more adults travelling together. This group also consisted of the highest percentage of visitors aged 18 to 34 (36 per cent). Due to the nature of their visit, participation levels for attending festivals and events (56 per cent) and attending live theatre and plays (48 per cent), were highest for these visitors.

Less than five percent of travel parties came to P.E.I. to visit their second homes, cottages or condominiums. This group had the highest rate of repeat visitation (99.8 per cent), visited most frequently (20 trips in five years), and stayed the longest (10.2 nights). They spent the least on recreation and entertainment and the most on food and beverages from stores, car rentals and shopping. This group was most likely to consist of two adults (57 per cent), adults aged 55 and over (52 per cent), and only a few families (12 per cent). Spring was the most popular season for their arrival, in contrast to all other groups.

'Visitors come to P.E.I. for a variety of reasons, and this report allows us to compare the travel characteristics and behaviours of travel parties based on the reason for their visit,' said Dr. Hennessey. 'Despite their different travel motivations, however, all respondents rated their experience in P.E.I. very favourably, suggesting that the province provides a consistent tourism product that caters well to visitors with varying priorities.'

This report is available on the exit survey section of the TRC's website. More information can be obtained from the Tourism Research Centre, School of Business, University of PEI, at (902) 566-6096 or trc@upei.ca