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INQUIRY FOLLOW-UP AND DATABASE ANALYTICAL RESEARCH

FINAL REPORT

September, 2004

Prepared for:

Tourism PEICharlottetown, Prince Edward Island

Charlottetown, PEI

Inquiry Follow-Up and Database Analytical Research:Tourism PEI

Table of Contents

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i

1.0 Purpose and Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2.0 Telephone Inquiry Follow-Up Survey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32.1 Inquiry to Visitation Conversion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32.2 PEI Travel Intentions at Time of Inquiry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42.3 Receipt and Impact of Travel Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42.4 May to July Vacation Activity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82.5 August to October Vacation Activity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102.6 Reasons for Not Visiting Prince Edward Island . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

3.0 Comparative Database Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163.1 Variables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163.2 Descriptive Statistics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163.3 Analysis of 2003 versus 2004 Inquiries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22


i

Executive Summary

As part of a process to better understand:1. a sharp decline in year-to-year January to June travel inquiries between 2003 and 2004; and

2. a material year-to-year decline in visitations to Prince Edward Island in June between 2003and 2004,

Tourism PEI contracted Baker Consulting Inc. to:a. conduct a quantitative telephone survey among individuals who had requested travel

information from Tourism PEI between January and June, 2004 and would not be visitingPEI between May and October, 2004; and

b. conduct a comparative analysis of the 2003 and 2004 inquiry databases.

For this research, geographic marketplaces were limited to Nova Scotia/New Brunswick, Quebecand Ontario. The May to October visitation period was used as it captures the province’s mostsignificant in-bound travel period.

P Inquiry Follow-Up Telephone SurveyUsing a random selection process and standard contact attempt protocols, a total of 2,125surveys were completed, segmented by: 1) inquiries generated by the 2004 tourism marketingcampaign and non-campaign inquiries; and 2) the three geographic marketplaces. The highnumber of completes and depth of segmentation ensures accurate data validity and reliability.

Inquirers who had visited or planned to visit PEI between May and October, 2004 wereidentified as part of the screening process to identify inquirers who would not be visiting. Atotal of 5,659 individuals were screened to complete 2,125 surveys of inquirers who will not visitPEI between May and October, 2004.

In terms of inquiry conversion (i.e., inquirers who have visited or will visit PEI between Mayand October), the conversion rate was highest among campaign inquirers from Nova Scotia/NewBrunswick (83%) and lowest among campaign inquirers from Quebec (30%) (Exhibit 1).

Nova Scotia/New Brunswick had the highest overall conversion rate (both campaign and non-campaign inquiries) at 80%, followed by Ontario at 49% and Quebec at 32%. The overall inquiryto visitation conversion level for the sample was 62.4%.


ii

Will NotVisit55% 100%70% 100%17% 100%

Will NotVisit48% 100%65% 100%23% 100%

Will NotVisit51% 100%68% 100%20% 100%NS/NB 80%

Ontario 49%Quebec 32%

2004 Total Inquiries

Visited/Will VisitMAY to OCTOBER

Visited/Will Visit TotalMAY to OCTOBER

NS/NB 77%

Visited/Will VisitMAY to OCTOBER


NS/NB 83%2004 Other Inquiries

Total


Travel Information Inquiry Follow-UpJAN - JUN 2004

2004 Campaign Inquiries

Total

Exhibit 1

The Prince Edward Island travel information sent to inquirers does not appear to have had anynegative impact on the decision not to visit Prince Edward Island in 2004. Among all surveyparticipants (i.e., inquirers who will not visit PEI between May and October, 2004), 95% reportedthat they received travel information. Among these 95%, 94% reported that the information waseither “very useful” or “useful.”

While survey participants will not visit PEI between May and October this year:• 36% took an overnight vacation between May and July;

• 10% did not take an overnight vacation between May and July but plan onebetween August and October; and

• 24% took an overnight vacation between May and July and also plan an overnightvacation between August and October.

In total, 70% of survey participants have or plan to take an overnight vacation between May andOctober, 2004. Among this group, 54% reported that vacation travel has or will include an out-of-province trip. For out-of-province travel taken or planned, first mentioned destinations wereas follows:

• Nova Scotia – 10%;

• New Brunswick – 12%;

• Other Canadian destination – 39%;

• United States destination – 26%; and

• Destination outside North America – 12%.

Survey participants who had taken either an in-province or out-of-province overnight vacation


iii

between May and July were asked what the primary motivator was. Major response among bothgroups was similar with ”personal or family reasons”scoring 49% and 46% respectively and “noparticular reason” scoring 23% and 24% respectively.

For survey participants planning an overnight vacation between August and October themotivation again was very similar with “personal or family reasons” scoring 44% and 50%respectively for planned in-province and out-of-province travel, and “no particular reason”scoring 24% each.

All survey participants were asked why they decided not visit Prince Edward Island in 2004.The response shows that “personal or family reasons” was most frequently mentioned,accounting for 36% of the response. “Personal and family reasons” include such factors ashealth-related issues, job-related issues, home renovations, visiting friends and family (at homeor away), automobile problems (traffic accidents and mechanical), and so on. After “personaland family reasons,” the next highest response (21%) was some mention of “not enough time,”followed by a distant “no particular reason” and “financial reasons” (10% each).

P Comparative Database AnalysisA comparative analysis of the inquiry databases for 2003 and 2004 covering Nova Scotia, NewBrunswick, Quebec and Ontario showed that there was a 10.7% decline in gross inquiries(n=10,971) between 2003 and 2004, and a 17.1% decline (n=17,101) in net inquirers whenduplicate inquirers were screened out.

Among the four provinces, Quebec accounted for the highest number of gross inquiries in both2003 and 2004 (56.2% and 43.8% respectively), with the Laval region accounting for the highestnumber of gross inquiries in 2003 and 2004 based on telephone area code (Laval region = 450)(16.9% and 14.8% respectively). “Web site” was the source of the largest number of inquiries inboth 2003 and 2004 (64.5% and 63.7% respectively).

Analysis of contact language (English or French), province and area code all highlighted asignificant decline in inquiries from the province of Quebec: French-language contacts declined10.7%; records with a Quebec provincial mailing code (QC) declined 22%; while Quebec Cityregion area code inquiries declined 27.8%, Laval region telephone area code inquiries declined21.6%, Montreal region telephone area code inquiries declined 25.8%, and Gatineau regiontelephone area code inquiries declined 24.7%.

Due to the material decline in Quebec inquiries, it is not surprising that tests of differencebetween the 2003 and 2004 data sets based on Province, Area Code and Language all showedstatistically significant differences between the two data sets. Statistically significant differencesbetween the two data sets were also established with Duplicate Inquirers and Inquiry Source.


iv

The following observations may be pertinent to readers...1. Based upon past experience with Prince Edward Island marketing campaign conversion studies,

the campaign inquiry conversion levels from this research appear to be on par or higher thanfindings from past research. No observations can be made with respect to non-campaign inquiriesdue to a lack of past research.

2. For the three geographic markets studied, there was no difference in total conversion ratesbetween campaign and non-campaign inquiries (63% and 62% respectively).

3. Nine percent (9%) of respondents from Nova Scotia and New Brunswick reported PEI as being“too expensive,” compared to 5% in Quebec and 4% in Ontario.

4. Campaign and non-campaign inquirers are not homogeneous as there are notable statisticallysignificant differences between the two groups based on original travel intent, actual traveloutcome and reasons for not visiting Prince Edward Island.

5. Total inquiries in 2004 are down from total inquiries in 2003, while the number of duplicateinquirers in 2004 is up substantially. This “double negative” would have a more serious impacton inquiry-to-travel conversions in 2004.

6. Among 10 core postal code zones represented by Nova Scotia, New Brunswick, Quebecand Ontario, metropolitan Toronto (M) ranked ninth in total inquiries for 2004, with onlynorthern Ontario (P) generating fewer inquiries.


1

1.0 Purpose and Methodology

In the course of a year, Tourism PEI receives numerous requests for travel information about PrinceEdward Island. January to June is typically the peak inquiry period as potential travellers begin tomake their summer travel plans.

A travel inquiry can be triggered by the province’s current tourism marketing campaign, theresidual impact of a previous marketing campaign, or simply the non-aided efforts of a visitationprospect. Sources of inquiries include toll-free telephone, fax, ground mail, e-mail, reader servicecards (RSCs), postage-paid business reply cards (BRCs) and the provincial tourism website.

In 2004, Tourism PEI experienced a significant decline in total inquiries in the January to June periodcompared to 2003 and the general trend over the last several years. As part of a process undertakenby Tourism PEI to better understand the reasons for the decline, Baker Consulting Inc. wascommissioned to:

a. conduct a quantitative by-telephone inquiry follow-up survey among January toJune 2004 inquirers; and

b. conduct a comparative analysis of the 2004 and 2003 inquiry data for the periodJanuary to June.

P By-Telephone Inquiry Follow-Up SurveyThe population was restricted to inquiries from Nova Scotia/New Brunswick, Quebec and Ontariosegmented into: 1) inquiries triggered by the 2004 marketing campaign; and 2. “other.” As atelephone number is not mandatory in order to receive travel information, many inquiry records donot contain one. To improve sampling and accuracy, records without a telephone number wereprovided to a third-party telephone matching (telematch) service. Telematch service providerscompare names and addresses from a client’s database against the service provider’s databasedeveloped from a variety of proprietary, licensed and public data sources. Where there is aname/address match the client’s database is updated with the telephone number.

The telephone survey was conducted by a professional telephone research company usingcomputer-aided telephone interview (CATI) hardware and software. Standard sampling protocolswere employed including random record selection; a minimum of four call attempts spanningweekday evenings and weekend afternoons and evenings; and callback screening. Data wereanalysed by Baker Consulting Inc. using spreadsheet and statistical analysis software. Analysisincluded descriptive statistics and statistical tests of difference.

Target survey participants were inquirers who will not visit Prince Edward Island in 2004 betweenMay and October. In the process of screening for this cohort, inquirers who have visited or will visitPEI between May and October, 2004 were identified and this information was used for comparativepurposes.


2

Quota Completes Quota CompletesNova Scotia/New Brunswick 375 249 375 375Quebec 375 375 375 375Ontario 375 375 375 376

1125 999 1125 1126

2004 Campaign Other"Will not visit PEI in 2004"

Travel Information InquiriesJAN - JUN 2004

Inquiry Follow-Up Survey

Exhibit 2

To ensure a high level of overall statistical validity and reliability – a margin of error of no morethan ±5% at the 95% level of confidence – minimum survey completion quotas were established forthree geographic regions, inquiries triggered by the province’s 2004 marketing campaign and“other” inquiries. In total, this segmentation represents six (6) cells. The sampling framework issummarized in Exhibit 2 below.

Quotas were filled for five of six cells. The Nova Scotia/New Brunswick–2004 Campaign cell wasshort due to:

1. a relatively small ratio of total inquiries to quota (8:1); and

2. the high number of total inquirers who have visited or will visit PEI in 2004 (41%).

P Comparative Database AnalysisThe cohort used for analysis was all inquiries between January and June for 2003 and 2004 fromNova Scotia/New Brunswick, Quebec and Ontario. Data were supplied by the contract call centrewho handles non-Internet tourism travel inquiries for the provincial government and consolidatesall inquiries into one inquiry database. The methodologies employed included:

1. recoding and transformation of variables for ease of manipulation and identification ofmissing or incorrect values;

2. creation of an algorithm and application to each record to create an inquirer code for eachrecord in order to identify duplicate inquiries from the same inquirer;

3. generation of description statistics; and

4. application of statistical tests of difference between 2003 and 2004 inquiries.


3

2.0 Telephone Inquiry Follow-Up Survey

Visited MAY-JUL

Visiting AUG-OCT

Will Not Visit Total

158 147 375 68055% 100%

65 92 375 53270% 100%

675 569 249 149317% 100%

898 808 999 270537% 100%

Visited MAY-JUL

Visiting AUG-OCT


301 102 375 77848% 100%

146 58 375 57965% 100%

763 458 375 159623% 100%

1210 618 1125 295338% 100%

Visited MAY-JUL

Visiting AUG-OCT


459 249 750 145851% 100%

211 150 750 111168% 100%

1438 1027 624 308920% 100%

2108 1426 2124 565838% 100%Total 62%

NS/NB 80%

Total 63%

Total 62%2004 Total Inquiries

Ontario 49%

Quebec 32%

NS/NB 77%

Travel Information Inquiry Follow-UpJAN - JUN 2004

2004 Other Inquiries

Ontario 52%

Quebec 35%

2004 Campaign Inquiries

45%

30%

83%

Ontario

Quebec

NS/NB

Exhibit 3

Section 2 reports on the findings from the inquiry follow-up telephone survey. It should beremembered that survey participants are inquirers who will not visit Prince Edward Island betweenMay and October, 2004.

2.1 Inquiry to Visitation ConversionInquiries were segmented by those triggered by the 2004 tourism campaign and “other.”

P 2004 CampaignBased upon survey response, 83% of Nova Scotia/New Brunswick inquirers reported that they hadvisited or will visit PEI between May and October. Among Ontario inquirers the visited/will visitresponse was 45%. Among Quebec inquirers the visited/will visit response was 30%.


4

P OtherNon-2004 campaign inquiries converted higher to visitations than 2004 campaign inquiries in two ofthe three visitor origin regions studied. For example, 35% of other Quebec inquiries gave avisited/will visit response compared to 30% for campaign-based inquiries. In the Ontario market thegap was higher with 52% of other inquiries giving a visited/will visit response compared to 45% forcampaign-based inquiries.

Overall, there was no difference in the total conversion rate between campaign and non-campaigninquiries (63% and 62% respectively).

2.2 PEI Travel Intentions at Time of InquiryExhibit 4 on the next page summarizes the PEI travel intentions of survey participants at the timethe travel information inquiry was made. Among campaign inquirers, 25% were either “definitely”or “probably” coming to PEI in 2004. Among non-campaign inquirers, the intent to visit PEI washigher with 36% either “definitely” or “probably” coming to PEI in 2004 (Exhibit 5). Surveyparticipants are inquirers who will not visit PEI in 2004 and tests of difference show that there is astatistically significant difference between campaign and non-campaign inquirers in terms of bothoriginal travel intentions and actual travel.

Overall, 30% of survey participants who indicated they were “definitely” or “probably” coming toPEI in 2004 did not come.

P 2004 CampaignAt the geographic market level, Quebec had the highest initial intent to visit PEI with 32% of Quebeccampaign survey participants reporting that they originally were “definitely” or “probably” comingto PEI in 2004. Nova Scotia/New Brunswick inquirers had the next highest level of intent at 25%while Ontario was lowest at 19%.

P OtherAmong non-campaign inquirers at the geographic market level, Quebec inquirers also had thehighest initial intent to visit PEI with 44% reporting they were initially “definitely” or “probably”visiting PEI in 2004. Nova Scotia/New Brunswick and Ontario were very similar with 32% and 31%respectively reporting that they were initially “definitely” or “probably” visiting PEI in 2004.

2.3 Receipt and Impact of Travel InformationThe travel information sent to inquirers does not appear to have had any negative impact on thedecision to visit Prince Edward Island in 2004. Among all survey participants, 95% reported thatthey received travel information. Among these 95%, 94% reported that the information was either“very useful” or “useful” (Exhibit 6). Responses were very similar between campaign and non-campaign inquirers and no statistical difference was detected between the two groups.


5

19 38 164 11 2328.2% 16.4% 70.7% 4.7% 100.0%

22 91 159 80 1 3536.2% 25.8% 45.0% 22.7% .3% 100.0%

31 40 243 48 5 3678.4% 10.9% 66.2% 13.1% 1.4% 100.0%

72 169 566 139 6 9527.6% 17.8% 59.5% 14.6% .6% 100.0%

56 60 216 23 2 35715.7% 16.8% 60.5% 6.4% .6% 100.0%

30 126 131 67 2 3568.4% 35.4% 36.8% 18.8% .6% 100.0%

58 55 203 43 1 36016.1% 15.3% 56.4% 11.9% .3% 100.0%

144 241 550 133 5 107313.4% 22.5% 51.3% 12.4% .5% 100.0%

Count% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within Market

Nova Scotia/NewBrunswick

Quebec

Ontario

Market

Total


Quebec

Ontario

Market

Total

Inquiry Type2004 Campaign

Other

Definitelycoming to

PrinceEdwardIsland in

2004

Probablycoming to

PrinceEdwardIsland in

2004

Justthinkingabout

coming toPrinceEdwardIsland in

2004

Definitelynot comingto PrinceEdwardIsland in

2004 Don't know

Which of the following best describes your travel intentions in when PEI Travel information was requested. Were you...

Read list. Enter one

Total

Exhibit 4


6

33 79 11229.5% 70.5% 100.0%

24 96 12020.0% 80.0% 100.0%

113 240 35332.0% 68.0% 100.0%

71 295 36619.4% 80.6% 100.0%

241 710 95125.3% 74.7% 100.0%

60 119 17933.5% 66.5% 100.0%

56 122 17831.5% 68.5% 100.0%

156 200 35643.8% 56.2% 100.0%

113 247 36031.4% 68.6% 100.0%

385 688 107335.9% 64.1% 100.0%

Count% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within Market

Nova Scotia

New Brunswick

Quebec

Ontario

Market

Total

Nova Scotia

New Brunswick

Quebec

Ontario

Market

Total


Other

Definitelyor probablycoming to

PEI in2004 Other

Which of thefollowing best

describes your travelintentions in

when PEITravel information

was requested.Were you... Read list.

Enter one

Total

Exhibit 5


7

146 76 5 1 4 23262.9% 32.8% 2.2% .4% 1.7% 100.0%

227 108 8 3 7 35364.3% 30.6% 2.3% .8% 2.0% 100.0%

247 101 9 1 9 36767.3% 27.5% 2.5% .3% 2.5% 100.0%

620 285 22 5 20 95265.1% 29.9% 2.3% .5% 2.1% 100.0%

239 101 6 2 9 35766.9% 28.3% 1.7% .6% 2.5% 100.0%

225 113 10 3 5 35663.2% 31.7% 2.8% .8% 1.4% 100.0%

230 104 10 16 36063.9% 28.9% 2.8% 4.4% 100.0%

694 318 26 5 30 107364.7% 29.6% 2.4% .5% 2.8% 100.0%



Quebec

Ontario

Market

Total


Quebec

Ontario

Market

Total


Other

Very useful Useful Not usefulNot useful

at all No opinion

How useful was the PEI travel information to your needs? Wasit...

Total

Exhibit 6


8

70 65 113 24828.2% 26.2% 45.6% 100.0%

146 73 156 37538.9% 19.5% 41.6% 100.0%

115 105 154 37430.7% 28.1% 41.2% 100.0%

331 243 423 99733.2% 24.4% 42.4% 100.0%

100 109 164 37326.8% 29.2% 44.0% 100.0%

162 108 104 37443.3% 28.9% 27.8% 100.0%

124 134 118 37633.0% 35.6% 31.4% 100.0%

386 351 386 112334.4% 31.3% 34.4% 100.0%



Quebec

Ontario

Market

Total


Quebec

Ontario

Market

Total


Other

Tookin-province

1 night+vacationMAY-JUL

Tookout-of-

province 1night +

vacationMAY-JUL

Did nottake 1night+

vacationMAY-JUL

Vacation Activity

Total

Exhibit 7

2.3 May to July Vacation ActivityAmong campaign inquirers, 58% reported that they had taken an overnight pleasure trip of at leastone night between May and July, 2004 (Exhibit 7). May to July vacation travel was higher amongnon-campaign inquirers with 66% reporting that they had taken an overnight pleasure trip of atleast one night.

Split between in-province and out-of-province travel, a higher percentage of non-campaigninquirers had taken an overnight pleasure vacation between May and July (31%) than campaigninquirers (24%).

Overall, 62% of survey participants reported having taken an overnight pleasure trip of at least onenight between May and July, 2004 (34% in-province/28% out-of-province). A test of differenceshows that there is a statistically significant difference between the May to July travel activity ofcampaign inquirers and non-campaign inquirers.

Among survey participants who took an out-of-province overnight pleasure trip between May andJuly, 2004, 86% travelled to a Canadian destination other than the Maritime provinces (Exhibit 8).Response is based on the destination first mentioned. A Canadian destination other than theMaritimes was most popular with 39% giving a first mention of a Canadian travel destination otherthan Nova Scotia or New Brunswick. The United States was the next highest destination with a firstmention by 24% of respondents. Travel to Nova Scotia or New Brunswick was largely inter-provincial travel by Nova Scotians and New Brunswickers. It is notable that 19% of Quebecersreported New Brunswick as the first out-of-province destination mention.


9

44 37 67 16 8 2 17425.3% 21.3% 38.5% 9.2% 4.6% 1.1% 100.0%

8 35 62 54 23 1 1834.4% 19.1% 33.9% 29.5% 12.6% .5% 100.0%

14 12 101 73 34 6 2405.8% 5.0% 42.1% 30.4% 14.2% 2.5% 100.0%

66 84 230 143 65 9 59711.1% 14.1% 38.5% 24.0% 10.9% 1.5% 100.0%

Count% within MarketCount% within MarketCount% within MarketCount% within Market


Quebec

Ontario

Market

Total

NovaScotia

NewBrunswick

OtherCanadiandestination

UnitedStates

destination

Destinationoutside of

NorthAmerica DK/NR

And where did you visit?Do not read. Enter first response

Total

Exhibit 8

17 16 25 4 3 6526.2% 24.6% 38.5% 6.2% 4.6% 100.0%

3 10 28 23 10 744.1% 13.5% 37.8% 31.1% 13.5% 100.0%

4 7 36 33 22 3 1053.8% 6.7% 34.3% 31.4% 21.0% 2.9% 100.0%

24 33 89 60 35 3 2449.8% 13.5% 36.5% 24.6% 14.3% 1.2% 100.0%

27 21 42 12 5 2 10924.8% 19.3% 38.5% 11.0% 4.6% 1.8% 100.0%

5 25 34 31 13 1 1094.6% 22.9% 31.2% 28.4% 11.9% .9% 100.0%

10 5 65 40 12 3 1357.4% 3.7% 48.1% 29.6% 8.9% 2.2% 100.0%

42 51 141 83 30 6 35311.9% 14.4% 39.9% 23.5% 8.5% 1.7% 100.0%

Count% within MarkCount% within MarkCount% within MarkCount% within MarkCount% within MarkCount% within MarkCount% within MarkCount% within Mark

Nova Scotia/NeBrunswick

Quebec

Ontario

Market

Total

Nova Scotia/NeBrunswick

Quebec

Ontario

Market

Total

Inquiry Type2004 Campaig

Other

NovaScotia

NewBrunswick

OtherCanadiandestination

UnitedStates

destination


NorthAmerica DK/NR

And where did you visit?Do not read. Enter first response

Total

Exhibit 9

Segmenting survey participants into campaign and non-campaign inquirers, a Canadian destinationother than the Maritimes was most popular in both segments among participants who took anovernight out-of-province pleasure trip between May and July (Exhibit 9). While total percentagesbetween the two segments are similar, a test of difference indicates a statistically significantdifference in terms of travel destination by geographic marketplace between the two. Of particularnote is the 14% of campaign inquirers from Quebec who travelled to New Brunswick versus the 23%of non-campaign inquirers from Quebec who travelled to New Brunswick.

Survey participants who had taken either an in-province or out-of-province overnight vacationbetween May and July were asked what the primary motivator was. Major response among bothgroups was similar with ”personal or family reasons”scoring 49% and 46% respectively and “noparticular reason” scoring 23% and 24% respectively.


10

35 299 118 254 293 9993.5% 29.9% 11.8% 25.4% 29.3% 100.0%

21 475 88 248 294 11261.9% 42.2% 7.8% 22.0% 26.1% 100.0%

56 774 206 502 587 21252.6% 36.4% 9.7% 23.6% 27.6% 100.0%

Count% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry Type

2004 Campaign

Other

InquiryType

Total

DK/NR

Tookpleasurevacation

1+ nights MAY-JUL

Planpleasure

vacation 1+nights

AUG-OCT

TravelledMAY-JUL

and plan totravel

AUG-OCT

NoMAY-OCT

travel takenor planned

Vacation Activity

Total

Exhibit 10

2.4 August to October Vacation ActivityOverall, 34% of survey participants reported that they plan to take an overnight vacation betweenAugust and October (Exhibit 10). Among all survey participants:

• 36% travelled between May and July and do not plan on travelling between August andOctober;

• 10% did not travel between May and July and plan to travel between August and October;and

• 24% travelled between May and July and plan to travel between August and October.

The higher percentage of non-campaign inquirers who travelled only between May and Julycompared to campaign inquirers is notable (42% versus 30%). Conversely, however, a higherpercentage of campaign inquirers plan to travel between August and October than non-campaigninquirers (37% versus 30%). Based on travel taken and travel planned, there is a statisticallysignificant difference between campaign and non-campaign inquirers who will not visit PEI in 2004.

Segmenting survey participants into type of inquiry and geographic marketplace, it can be seen thatcampaign inquirers from Ontario have the highest level of planned travel between August andOctober (49%), followed by campaign inquirers from Nova Scotia and New Brunswick (43%)(Exhibit 11 on next page). At the other end of the scale, inquirers from Quebec had the lowestAugust to October travel intent with campaign and non-campaign inquirers scoring 26% and 25%respectively.


11

136 55 46 23757.4% 23.2% 19.4% 100.0%

273 59 37 36974.0% 16.0% 10.0% 100.0%

183 80 96 35951.0% 22.3% 26.7% 100.0%

592 194 179 96561.3% 20.1% 18.5% 100.0%

242 56 70 36865.8% 15.2% 19.0% 100.0%

275 66 27 36874.7% 17.9% 7.3% 100.0%

253 58 60 37168.2% 15.6% 16.2% 100.0%

770 180 157 110769.6% 16.3% 14.2% 100.0%



Quebec

Ontario

Market

Total


Quebec

Ontario

Market

Total


Other

Novacation

plans

Planin-provincevacation 1+

nightsAUG-OCT

Planout-of-

provincevacation1+ nightsAUG-OCT

Vacation Activity

Total

Exhibit 11

13 62 35 65 74 2495.2% 24.9% 14.1% 26.1% 29.7% 100.0%

6 147 30 66 126 3751.6% 39.2% 8.0% 17.6% 33.6% 100.0%

16 90 53 123 93 3754.3% 24.0% 14.1% 32.8% 24.8% 100.0%

35 299 118 254 293 9993.5% 29.9% 11.8% 25.4% 29.3% 100.0%

8 121 41 85 120 3752.1% 32.3% 10.9% 22.7% 32.0% 100.0%

8 190 18 74 85 3752.1% 50.7% 4.8% 19.7% 22.7% 100.0%

5 164 29 89 89 3761.3% 43.6% 7.7% 23.7% 23.7% 100.0%

21 475 88 248 294 11261.9% 42.2% 7.8% 22.0% 26.1% 100.0%

Count% within MarkeCount% within MarkeCount% within MarkeCount% within MarkeCount% within MarkeCount% within MarkeCount% within MarkeCount% within Marke


Quebec

Ontario

Market

Total


Quebec

Ontario

Market

Total


Other

DK/NR

Tookpleasurevacation

1+ nights MAY-JUL

Planpleasure

vacation 1+nights

AUG-OCT

TravelledMAY-JUL

and plan totravel

AUG-OCT

NoMAY-OCT

travel takenor planned

Vacation Activity

Total

Exhibit 12

Exhibit 12 below summarizes overall actual and planned overnight travel activity between May andOctober, 2004. Campaign and non-campaign inquirers from Ontario and non-campaign inquirersfrom Quebec have the highest actual and planned travel activity at 75%, 76% and 77% respectively.


12

15 14 298.4% 8.9% 8.6%

14 12 267.8% 7.6% 7.7%

69 64 13338.5% 40.5% 39.5%

55 45 10030.7% 28.5% 29.7%

21 21 4211.7% 13.3% 12.5%

5 2 72.8% 1.3% 2.1%

179 158 337100.0% 100.0% 100.0%

Count% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry Type

Nova Scotia

New Brunswick

Other Canadiandestination

United States destination

Destination outside ofNorth America

DK/NR

And wheredo you planto visit? Donot read.Enter firstresponse

Total

2004Campaign Other

Inquiry Type

Total

Exhibit 13

19 17 53 22 4 1 11616.4% 14.7% 45.7% 19.0% 3.4% .9% 100.0%

2 7 21 21 11 3 653.1% 10.8% 32.3% 32.3% 16.9% 4.6% 100.0%

8 2 59 57 27 3 1565.1% 1.3% 37.8% 36.5% 17.3% 1.9% 100.0%

29 26 133 100 42 7 3378.6% 7.7% 39.5% 29.7% 12.5% 2.1% 100.0%

Count% within MarketCount% within MarketCount% within MarketCount% within Market


Quebec

Ontario

Market

Total

NovaScotia

NewBrunswick

OtherCanadian

destination

UnitedStates

destination


NorthAmerica DK/NR

And where do you plan to visit? Do not read. Enter first response

Total

Exhibit 14

Campaign inquirers from Quebec had the lowest actual and planned overnight travel activitybetween May and October at 66%, followed by campaign and non-campaign inquirers from NovaScotia/New Brunswick at 70% and 68% respectively.

Among survey participants who plan to travel out-of-province between August and October, aCanadian destination other than the Maritimes is the most popular destination region, accountingfor 40% of response (Exhibit 13). A U.S. destination is the next most popular planned destinationregion, accounting for 30% of response. Cumulatively, Nova Scotia and New Brunswick account for16% of planned destinations, not much higher than a destination outside of North America at 13%.

Segmenting response by geographic market (Exhibit 14) shows once again the popularity of non-Maritime Canadian destinations (40%) and U.S. destinations (30%). The high percentage of NovaScotians and New Brunswickers who are planning an out-of-region trip within Canada betweenAugust and October (46%) is notable.


13

For survey participants planning an overnight vacation between August and October the motivationwas very similar to May through July travel with “personal or family reasons” scoring 44% and 50%respectively for planned in-province and out-of-province travel, and “no particular reason” scoring24% each.

2.5 Reasons for Not Visiting Prince Edward IslandThis inquiry follow-up research was conducted among individuals who:

a. requested PEI travel information from Tourism PEI between January and June and;

b. were screened as not being visitors to PEI between May and October, 2004.

Analysis to this point has focused on the actual and planned vacation travel activity of theseindividuals and the motivators for this travel.

All survey participants were asked why they decided not visit Prince Edward Island in 2004. Theresponse, summarized in Exhibit 15, shows that “personal or family reasons” was most frequentlymentioned, accounting for 36% of the response. “Personal and family reasons” include such factorsas health-related issues, job-related issues, home renovations, visiting friends and family (at home oraway), automobile problems (traffic accidents and mechanical), and so on.

After “personal and family reasons,” the next highest response (21%) was some mention of “notenough time,” followed by a distant “no particular reason” and “financial reasons” (10%).

Segmenting response by geographic market shows that “personal or family reasons” was the highestresponse in all three markets, but the spread ranged from 31% in Nova Scotia/New Brunswick to39% in Ontario. While “not enough time” averaged a 21% response overall, the spread ranged from16% in Ontario to 25% in Quebec. It is notable that 9% of respondents from Nova Scotia and NewBrunswick reported PEI as being “too expensive,” compared to 5% in Quebec and 4% in Ontario.

Lastly, segmenting response by type of inquiry highlights some notable differences (Exhibit 16). Forexample, 41% of campaign inquirers reported “personal or family reasons” as the first mention fornot visiting PEI, compared to 31% of non-campaign inquirers. Seven percent (7%) of campaigninquirers reported PEI as being too expensive as their first mention for not visiting compared to 4%of non-campaign inquirers, which tests as being significantly different. Also 18% of campaigninquirers reported “not enough time” as the first mention, compared to 23% of non-campaigninquirers. This too tests as being significantly different.

Overall, a test of difference indicates that a statistically significant difference exists betweencampaign and non-campaign inquirers based on stated reasons for not visiting PEI in 2004.


14

3 13 15 31.5% 1.7% 2.0% 1.5%

23 34 27 843.7% 4.5% 3.6% 4.0%

78 55 80 21312.5% 7.3% 10.7% 10.0%

1 1.2% .0%

7 3 10 201.1% .4% 1.3% .9%

130 187 122 43920.8% 24.9% 16.2% 20.7%

69 56 78 20311.1% 7.5% 10.4% 9.6%

192 266 296 75430.8% 35.5% 39.4% 35.5%

32 36 40 1085.1% 4.8% 5.3% 5.1%

10 4 12 261.6% .5% 1.6% 1.2%

13 15 9 372.1% 2.0% 1.2% 1.7%

3 1 3 7.5% .1% .4% .3%

7 44 30 811.1% 5.9% 4.0% 3.8%

54 36 28 1188.7% 4.8% 3.7% 5.6%

2 1 3.3% .1% .1%624 750 751 2125

100.0% 100.0% 100.0% 100.0%

Count% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within MarketCount% within Market

Planning future trip to PEI

Other (capture)

No particular reason

Didn't like PEI advertising

Some mention of decided to vacationcloser to home

Some mention of not enough time

Financial reasons

Personal or family reasons

Some mention of other destinationsmore appealing

Some mention of gas prices

Some mention of bad weather

PEI doesn't have enough things to do

PEI too far away

PEI too expensive

Did not like travel information

Why did youdecide NOTto visitPrinceEdwardIsland in2004? Donot read.Enter firstmention

Total

NovaScotia/NewBrunswick Quebec Ontario

Market

Total

Exhibit 15


15

15 16 311.5% 1.4% 1.5%

47 37 844.7% 3.3% 4.0%

73 140 2137.3% 12.4% 10.0%

1 1.1% .0%

11 9 201.1% .8% .9%

176 263 43917.6% 23.4% 20.7%

85 118 2038.5% 10.5% 9.6%

407 347 75440.7% 30.8% 35.5%

54 54 1085.4% 4.8% 5.1%

2 24 26.2% 2.1% 1.2%

13 24 371.3% 2.1% 1.7%

5 2 7.5% .2% .3%

34 47 813.4% 4.2% 3.8%

74 44 1187.4% 3.9% 5.6%

2 1 3.2% .1% .1%999 1126 2125

100.0% 100.0% 100.0%

Count% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry TypeCount% within Inquiry Type

Planning future trip to PEI

Other (capture)

No particular reason

Didn't like PEI advertising

Some mention of decided tovacation closer to home

Some mention of not enoughtime

Financial reasons

Personal or family reasons

Some mention of otherdestinations more appealing

Some mention of gas prices

Some mention of bad weather

PEI doesn't have enough thingsto do

PEI too far away

PEI too expensive

Did not like travel information

Why did youdecide NOTto visitPrinceEdwardIsland in2004? Donot read.Enter firstmention

Total

2004Campaign Other

Inquiry Type

Total

Exhibit 16

Inquiry Follow-Up and Comparative Database Research: Tourism PEI

16

3.0 Comparative Database Analysis 3.1 Variables The following variables were included in the dataset provided for analysis:

FNAME – First name LNAME – Last name CARE_OF – Care of name ADD_1 – Address line 1 ADD_2 – Address line 2 CITY – City PROV – Province PCODE – Postal code AREA_CODE – Area code PHONE – Phone number CALL_MTH – Month call was received LANG – Language PROMO_CD – Promotional code referenced (if known) MEDIA – Origin of promotion (if known) SOURCE – Source of contact VORIGIN – Visitor province of origin YEAR – Year of contact

An additional variable, CODE, was created before the analysis to create a tracking field for each inquiry record in order to facilitate the identification of duplicate inquirers. Also, as variables were recoded each was assigned the value 333 for missing values and 999 for values which fell outside the parameters of the variable. While travel information inquiries are received from around the world, this analysis was limited to inquiries from Nova Scotia, New Brunswick, Quebec and Ontario. 3.2 Descriptive Statistics Data originating from 2003 totalled 102,401 records with 2.60% duplicates; data originating from 2004 totalled 91,430 records with 9.60% duplicates (Exhibit 17). A duplicate is defined as more than one inquiry from the same person at the same address. Based on total gross records, there was a 10.7% decline (n=10,971) in inquiries between 2003 and 2004. With duplicate inquirers removed, the decline in net inquiries between 2003 and 2004 was 17.1% (n=17,101).


17

Exhibit 17 Repeat Contacts (Duplicate Inquirers): 2003 vs. 2004

2003 2004

Duplicate Case Count 2671 8801 229.5%

% within Year 2.60% 9.60% % of Total 1.40% 4.50% Primary

Case Count 99730 82629 -17.1% % within Year 97.40% 90.40% % of Total 51.50% 42.60%

Count 102401 91430 -10.7%% within Year 100.00% 100.00%% of Total 52.80% 47.20%

% Change Year

Total

The following descriptive statistics are based on gross inquiries (i.e., total contacts) in each of 2003 and 2004. In 2004, there was a slight 2.6% increase (n=1,189) in English-language contacts (Exhibit 18). This was more than offset, however, by a 10.7% decrease (n=12,161) in French-language contacts. Exhibit 18 Contact Language: 2003 vs. 2004

2003 2004

Language English Count 46090 47279 2.6% % within Year 45.00% 51.70% % of Total 23.80% 24.40% French Count 56311 44150 -21.6% % within Year 55.00% 48.30% % of Total 29.10% 22.80%

Count 102401 91430 -10.7%% within Year 100.00% 100.00%% of Total 52.80% 47.20%

Year

% Change

Total


18

Corresponding with the marginal increase in English-language contacts and the more significant decrease in French-language contacts is a significant 22% decrease (n=13,266) in contacts from Quebec (Exhibit 19). Still, Quebec remained the leading source of inquiries among the four provinces, accounting for 51% of all contacts. Exhibit 19 Contact Province of Origin: 2003 vs. 2004

Year Total 2003 2004 Province Nova Scotia Count 5354 5412 10766

% within Visitor Origin 49.7% 50.3% 100.0%

% within Year 5.2% 5.9% 5.6% % of Total 2.8% 2.8% 5.6% New Brunswick Count 7101 7438 14539


% within Year 6.9% 8.1% 7.5% % of Total 3.7% 3.8% 7.5% Quebec Count 60052 46786 106838


% within Year 58.6% 51.2% 55.1% % of Total 31.0% 24.1% 55.1% Ontario Count 29894 31794 61688


% within Year 29.2% 34.8% 31.8% % of Total 15.4% 16.4% 31.8%

Total Count 102401 91430 193831


% within Year 100.0% 100.0% 100.0% % of Total 52.8% 47.2% 100.0%

Without knowledge of marketing campaigns executed in 2003 and 2004, it is difficult to interpret similarities or differences between the various sources of contact (Exhibit 20). For example, the 40% decline (n=4,612) in BRCs (business reply cards) may be associated with the marketing use of BRCs between 2003 and 2004 as opposed to the same level of use and a significant change in level of response. It can be noted that the number of telephone contacts between 2003 and 2004 are on par, with “web site” remaining the largest inquiry source even though contacts were down 12% (n=7,815).


19

Exhibit 20 Source of Contact: 2003 vs. 2004

Year Total 2003 2004 Source BRC Count 11476 6864 18340 % within Source 62.6% 37.4% 100.0% % within Year 11.2% 7.5% 9.5% % of Total 5.9% 3.5% 9.5% CHAT Count 0 32 32 % within Source .0% 100.0% 100.0% % within Year .0% .0% .0% % of Total .0% .0% .0% E-MAIL Count 406 1140 1546 % within Source 26.3% 73.7% 100.0% % within Year .4% 1.2% .8% % of Total .2% .6% .8% FAX Count 90 91 181 % within Source 49.7% 50.3% 100.0% % within Year .1% .1% .1% % of Total .0% .0% .1% GROUND MA Count 313 687 1000 % within Source 31.3% 68.7% 100.0% % within Year .3% .8% .5% % of Total .2% .4% .5% RSC Count 459 554 1013 % within Source 45.3% 54.7% 100.0% % within Year .4% .6% .5% % of Total .2% .3% .5% RSC (IMPO Count 1499 4 1503 % within Source 99.7% .3% 100.0% % within Year 1.5% .0% .8% % of Total .8% .0% .8% TELEPHONE Count 22084 23796 45880 % within Source 48.1% 51.9% 100.0% % within Year 21.6% 26.0% 23.7% % of Total 11.4% 12.3% 23.7% UNDEFINED Count 0 2 2 % within Source .0% 100.0% 100.0% % within Year .0% .0% .0% % of Total .0% .0% .0% WEB SITE Count 66074 58259 124333 % within Source 53.1% 46.9% 100.0% % within Year 64.5% 63.7% 64.1% % of Total 34.1% 30.1% 64.1%

Total Count 102401 91430 193831 % within Source 52.8% 47.2% 100.0% % within Year 100.0% 100.0% 100.0% % of Total 52.8% 47.2% 100.0%


20

Exhibit 21 below is a comparison of telephone area codes between 2003 and 2004. Caution should be used in interpreting the data due to the high number of invalid area codes captured (22.4% of 2003’s total and 24.1% of 2004’s). These invalid area codes can be due to both in-bound operator data entry error and inquirer data entry error through contact sources such as a self-completed web form. That being said, the year-over-year declines in contacts from area codes in the province of Quebec are consistent with the provincial decline observed in Exhibit 18. The Laval region of Quebec (area code 450) is the single largest source of inquiries among valid area codes in both 2003 and 2004 (16.9% (n=17,266) and 14.8% (n=13,528) respectively). Exhibit 21 Contact Area Code: 2003 vs. 2004

Year Total 2003 2004

Area Code Invalid area code Count 22987 22033 45020 % within Area Code 51.1% 48.9% 100.0% % within Year 22.4% 24.1% 22.8% % of Total 11.9% 11.4% 23.3% 416 (Toronto) Count 3363 3549 6912 % within Area Code 48.7% 51.3% 100.0% % within Year 3.3% 3.9% 3.6% % of Total 1.7% 1.8% 3.6% 418 (Quebec City region) Count 16080 11693 27773 % within Area Code 57.9% 42.1% 100.0% % within Year 15.7% 12.8% 14.3% % of Total 8.3% 6.0% 14.3% 450 (Laval region) Count 17266 13528 30794 % within Area Code 56.1% 43.9% 100.0%

% within Year 16.9% 14.8% 15.9% % of Total 8.9% 7.0% 15.9% 506 (New Brunswick) Count 3185 3714 6899 % within Area Code 46.2% 53.8% 100.0% % within Year 3.1% 4.1% 3.6% % of Total 1.6% 1.9% 3.6% 514 (Montreal region) Count 10936 8116 19052 % within Area Code 57.4% 42.6% 100.0% % within Year 10.7% 8.9% 9.8% % of Total 5.6% 4.2% 9.8% 519 (Southwest Ontario) Count 3582 4795 8377 % within Area Code 42.8% 57.2% 100.0% % within Year 3.5% 5.2% 4.3% % of Total 1.8% 2.5% 4.3% 613 (Eastern Ontario) Count 3981 3252 7233 % within Area Code 55.0% 45.0% 100.0% % within Year 3.9% 3.6% 3.7% % of Total 2.1% 1.7% 3.7%


21

Year Total 2003 2004

705 (Northern Ontario) Count 2025

2161 4186

% within Area Code 48.4% 51.6% 100.0% % within Year 2.0% 2.4% 2.2% % of Total 1.0% 1.1% 2.2%

807 (Northwestern Ontario) Count 220 223 443

% within Area Code 49.7% 50.3% 100.0% % within Year .2% .2% .2% % of Total .1% .1% .2% 819 (Gatineau region) Count 8623 6491 15114 % within Area Code 57.1% 42.9% 100.0% % within Year 8.4% 7.1% 7.8% % of Total 4.4% 3.3% 7.8% 902 (Nova Scotia) Count 4386 4958 9344 % within Area Code 46.9% 53.1% 100.0% % within Year 4.3% 5.4% 4.8% % of Total 2.3% 2.6% 4.8%

905 (Greater Metropolitan Toronto) Count 5767 6917 12684

% within Area Code 45.5% 54.5% 100.0% % within Year 5.6% 7.6% 6.5% % of Total 3.0% 3.6% 6.5% Other Count 458 373 831 % within Area Code 55.1% 44.9% 100.0% % within Year .4% .4% .4% % of Total .2% .2% .4%

Total Count 102401 91430 193831 % within Area Code 52.8% 47.2% 100.0% % within Year 100.0% 100.0% 100.0% % of Total 52.8% 47.2% 100.0%

Given the large number of unknown/invalid telephone area codes, Exhibit 22 on the next page analyses inquiries by the first character of the postal code. As can be seen, invalid postal codes represent a negligible percent of both 2003 and 2004 inquiries. Still, the strength of inquiries from Quebec and the decline in Quebec inquiries from 2003 to 2004 is very much evident as with the analysis by telephone area code.


22

Exhibit 22 Contact Postal Code: 2003 vs. 2004 3.3 Analysis of 2003 versus 2004 Inquiries Using six key variables; Visitor Origin, Duplicates, Area Code, Language, Postal Code and Source of Contact, the inquiries from 2003 and 2004 were examined for statistically significant differences. Given Due the categorical nature of the data in these variables, the Kruskal-Wallis test, used to assess the possibility of statistical differences in non-parametric data, was used with the results shown in Exhibit 23 below. The results show that there is a statistically significant difference in data between 2003 and 2004 for all six variables. These findings effectively confirm the findings from an individual examination of the tables that the inquirer profile from 2003 is significantly different from that of 2004. This difference would be largely associated with the observed decline in inquiries from Quebec between 2003 and 2004. Exhibit 23 Kruskal-Wallis Test(b)

Visitor Origin Repeats Area Code Language Postal Code Source

Chi-Square 231.947 4271.900 39.663 868.808 137.416 84.511 df 1 1 1 1 1 1 Asymp. Sig. .000 .000 .000 .000 .000 .000

b Grouping Variable: Year

Postal Code 2003 2004Invalid 226 160 -29.2%B (Nova Scotia) 7067 7408 4.8%E (New Brunswick) 5347 5392 0.8%G (Quebec City region) 20873 16302 -21.9%H (Montreal region) 14130 10997 -22.2%J (Quebec South Shore region) 24914 19426 -22.0%K (Eastern Ontario) 7144 6131 -14.2%L (Greater Toronto region) 10419 11781 13.1%M (Metropolitan Toronto) 5219 5128 -1.7%N (Southwestern Ontario) 5544 7065 27.4%P (Northern Ontario) 1521 1641 7.9%Total 102404 91431 -10.7%

YEAR % Change

Inquiry Follow-Up and Database Analytical Research Final ReportTable of ContentsExecutive SummaryInquiry Follow-Up Telephone SurveyComparative Database Analysis

1.0 Purpose and MethodologyBy-Telephone Inquiry Follow-Up SurveyComparative Database Analysis

2.0 Telephone Inquiry Follow-Up Survey2.1 Inquiry to Visitation Conversion2004 CampaignOther

2.2 PEI Travel Intentions at Time of Inquiry2004 CampaignOther

2.3 Receipt and Impact of Travel InformationExhibit 4Exhibit 5Exhibit 6

2.3 May to July Vacation ActivityExhibit 7Exhibit 8Exhibit 9

2.4 August to October Vacation ActivityExhibit 10Exhibit 11Exhibit 12Exhibit 13Exhibit 14

2.5 Reasons for Not Visiting Prince Edward IslandExhibit 15Exhibit 16

3.0 Comparative Database Analysis3.1 Variables3.2 Descriptive StatisticsExhibit 17Exhibit 18Exhibit 19Exhibit 20Exhibit 21Exhibit 22

3.3 Analysis of 2003 versus 2004 InquiriesExhibit 23

Documents

Inquiry Follow-Up and Database Analytical Research › photos › original › tou_inquiry.pdfTelematch service providers compare names and addresses from a client’s database against