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Oklahoma tourism segmentation
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Oklahoma tourism segmentation
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2506.pdf
Description
Okla State Agency
Tourism and Recreation Department, Oklahoma
Okla Agency Code
'566'
Title
Oklahoma
tourism
segmentation
Authors
Oklahoma. Tourism and Recreation Department.
Ackerman McQueen (Firm)
Tayloe Nelson Sofres (Firm)
Publisher
Oklahoma Department of Tourism and Recreation
Publication Date
2006-11-09
Publication type
Research Report/Study
Subject
Tourism--Oklahoma--Marketing.
Market segmentation.
Purpose
In an
effort
to
better
understand
the
consumer
marketplace
and
create
more
actionable
marketing
communications
, the
Oklahoma
Tourism
and
Recreation
Department
and
Ackerman
McQueen
partnered
with
TNS
to
implement
a
consumer
segmentation.;The
study
was
fielded
during
the
month
of
August
,
2006
.
Contents
Background
and
Objectives;Methodology;Analytic
Notes;Brief
Overview
of the
Tourist
Marketplace;*
Interest
in
Oklahoma
as a
Tourist
Destination;*
Where
Have They Been or
Do
They
Intend
to
Go?;*
Who
Goes
Along
on
Trips?;*
Total
Sample
: What
Do
they
Do?;Oklahoma
Tourism
Consumer
Segments
,
Overview;*
Introducing
the
Four
Consumer
Segments;*
Appeal
of
Segments
for
Oklahoma
Tourism
Marketing;*
Segments
'
Tourism
Revenue
Potential;*
Travel
Frequency
and
Spend;*
Average
Leisure
Spending
in
Oklahoma;*
Key
Findings
:
Overall;Primary
Target
,
Active
Doers
,
Detailed
Findings;*
Demographic
Snapshot;*
Socio-Economic
Snapshot;*
Techno-graphic
Snapshot;*
Geographic
Composition;*
Travel
Attitudes
and
Habits;*
Travel
Attitudes;*
Motivations
for
Most
Recent
Leisure
Trip;*
Attitudes
about
Travel
in
General;*
Activities
on
Most
Recent
Leisure
Trip;*
Activity
Comparison;*
Where
have they
visited?;*
Implication;*
How
do
we
best
reach
Active
Doers?;*
Daypart
Breakdown;*
Favorite
TV
Shows;*
Favorite
TV
Shows
:
Other
Segments;*
Music
Formats
on
Radio;*
Magazines;*
Internet
Usage;*
Internet
Access;*
Which
Websites?;*
Internet;*
Newspaper;*
Media
Trends;*
Ad
Recall;*
Summary;*
Key
Findings
:
Spring
Active
Doers;Secondary
Target
,
Scenic
Relaxers
,
Detailed
Findings;*
Demographic
Snapshot;*
Socio-Economic
Snapshot;*
Techno-graphic
Snapshot;*
Geographic
Composition;*
Travel
Attitudes
and
Habits;*
Motivations
for
Most
Recent
Leisure
Trip;*
Attitudes
about
Travel;*
Activities
on
Most
Recent
Leisure
Trip;*
Summary;*
Key
Findings
:
Fall
Scenic
Relaxers;Tertiary
"
Stretch
"
Target
,
Big
Trippers
,
Detailed
Findings;*
Demographic
Snapshot;*
Socio-Economic
Snapshot;*
Techno-graphic
Snapshot;*
Geographic
Composition;*
Travel
Attitudes
and
Habits;*
Attitudes
about
Travel;*
Motivations
for
Most
Recent
Leisure
Trip;*
Activities
on
Most
Recent
Leisure
Trip;*
Summary;Do
Not
Target
,
Homebodies
,
Detailed
Findings;*
Demographic
Snapshot;*
Socio-Economic
Snapshot;*
Techno-graphic
Snapshot;*
Geographic
Composition;*
Travel
Attitudes
and
Habits;*
Motivations
for
Most
Recent
Leisure
Trip;*
Attitudes
about
Travel;*
Activities
on
Most
Recent
Leisure
Trip;Appendix;*
Who
are These
Consumers
?,
Lifestage
Profile;*
Who
are These
Consumers
?,
Socio-Economic
Profile;*
Media
Habits;*
Concept
of
Using
Multiple
Domains
to
Define
Segments;*
Brief
Review
of
Methodology
Notes
Originally
a
PowerPoint
presentation
;
OkDocs Class#
T800.8
T727s
2006
Digital Format
PDF
,
Adobe
Reader
Required
ODL electronic copy
Downloaded from agency website: www.oklatourism.gov
Rights and Permissions
This Oklahoma state government publication is provided for educational purposes under U.S. Copyright law. Other usage requires permission of copyright holders.
Language
English
Date created
2007-10-01
Date modified
2012-09-20
OCLC number
183440886
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