Potential Demand for Rural Vacation Experiences in
Alberta by Residents of Alberta

The main purpose for conducting a broad-based study on the potential demand for rural vacation experiences in Alberta by residents of Alberta was recognition that with the increasing growth of tourism and its position as a major economic generator in Alberta, there is a growing emphasis on the importance of encouraging more travellers to experience the many and varied tourism vacation experiences that are available in rural Alberta.

These studies gather information that can eventually be used to inform marketing and product development strategies and plans that will resonate with the true target audiences within the province.

The purpose of this study was to explore the perceptions that each of three household lifestage groups (Young Adult, Family households and Older Adult) residing in Alberta's urban areas currently have of the rural vacation experiences available in the province.

Twelve focus groups were held with Albertans, two each in Calgary, Edmonton, Grande Prairie, Lethbridge, Lloydminster and Red Deer. Over 100 people participated, about one third aged 18-34 living in Young Adult-only households, one third aged 25-44 years living in Family households with children under 18 years, and one third aged 45-69 in Older Adult-only households.

  • Potential Demand for Rural Vacation Experiences in Alberta by Residents of Alberta – Quantitative Research (April 2013)

An online survey was completed with 2,391 adult Albertans living in Alberta's nine largest urban communities. The survey was developed with insight gained from twelve focus groups from the Potential Demand for Rural Vacation Experiences in Alberta by Residents of Alberta - Exploratory Qualitative Research (June 2012). The primary purpose of this research was:

  • To determine if there is any potential for residents of urban Alberta to vacation in rural Alberta.
  • Furthermore, if potential exists, the study would like to determine how to market these rural vacation experiences to people living in Alberta's major urban communities.
  • Finally, the research was intended to determine what type of rural vacation experiences appeal to urban residents in Alberta.

Contact: Sid Nieuwenhuis, Manager, Tourism Research


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Last reviewed/revised: December 9, 2013