The American Culinary Traveler Study

  • ID: 3067767
  • Report
  • Region: United States
  • 130 Pages
  • Mandala Research
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The “The American Culinary Traveler Report” provides a comprehensive portrait of this exploding market.

The report segments these travelers into three groups: Deliberate, Opportunistic, and Accidental Culinary travelers.

Over 39 million leisure travelers are “deliberate” culinary travelers with an additional 35 million who are “opportunistic”.

The findings included in this 130 page report enable destination marketers, tourism authorities, CVBs and others to surgically target the right culinary traveler for them. Details include activities, motivators, behaviors, types of culinary traveler, trip related data, spending, information source used of trip planning and booking, and social media usage.

Methodology:
2,113 web interviews were conducted between May 2 and May 10, 2013. All interviews were conducted via an online panel and lasted approximately 23 minutes on average.

To qualify for the survey, respondents must have taken at least one trip in the past 12 months for pleasure, vacation or personal purposes within the United States that was:

- 50+ miles away from home one-way; or,
- where the traveler spent at least one overnight; and,
- where the traveler had shared or sole responsibility for planning the trip.

The sample for the survey was balanced by age, gender, geographical region, race and ethnicity to represent the demographics of the population according to figures reported by the U.S. Census Bureau.

Reported results may not equal 100% due to rounding and exclusion of “Don’t Know/Rather Not Say” response options.
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Objectives and Methodology
Key Findings and Implications
Defining Culinary Travelers

Section I: Comparing General Leisure Travelers to Total Culinary Travelers and Culinary Segments
Previous Travel
Culinary Tourism Awareness and Perceptions
Culinary Destinations Top of Mind and Most Visited
Culinary Interest, Experiences and Motivations
Information Gathering, and Publications
Social Networking, Mobile and Online Planning

Section II: Characteristics of Culinary Travelers and Their Trips
Psychographics of Culinary Travelers
Trip Characteristics
Distance Traveled and Transportation Used
Accommodations
Activity Participation
Spending
Wine-related Travel
Beer-related Travel
Appendix A: Demographic Profile
Appendix B: Gender, Generation and Income of Culinary Travelers
Trip Characteristics
Culinary Tourism Awareness and Perceptions
Top of Mind Culinary Destinations
Culinary Experiences
Trip Planning
Publications Used
Social Networking, Mobile and Online Planning Websites
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