This report details a comprehensive survey of potential market opportunities for resort vacations between British Columbia and the United States. The study, commissioned by the British Columbia Ministry of Development, Trade and Tourism, analyzes key market segments, including their demographics, travel experiences, and specific product preferences. It employs cluster analysis to identify distinct consumer groups and examines media consumption habits to inform marketing strategies. The ultimate goal is to provide actionable insights for matching resort vacation offerings with the identified market demands.

This report serves as a detailed market analysis, likely intended for industry professionals and government bodies involved in tourism and economic development. Its focus on data-driven insights and strategic planning suggests it would be valued for its practical application in identifying and capitalizing on market opportunities. The comprehensive scope, covering demographics, preferences, and media habits, points to a thorough approach to understanding consumer behavior within the resort vacation sector.