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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

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