The 2006 Travel Activities and Motivations Survey (TAMS) has been completed. The TAMS project examines recreational activities and travel habits of Canadians and Americans. The survey examines travel behaviour of the past two years, providing detailed information on travellers' activities, travel motivators, places visited, type of accommodation used, impressions of Canada/Manitoba, demographics and media consumption patterns and helps identify existing and potential travel markets in North America.
TAMS represents a comprehensive assessment of travel behavior and motivators and provides a rich and authoritative database by which to develop marketing strategies and travel products to attract visitors to Canada. In particular, TAMS was designed to:
TAMS was sponsored by the following organizations:
The survey was conducted in Canada and the United States between September 2005 and April 2006. The Canadian survey consisted of a telephone survey and a mailback that was completed by those who had traveled in the past 2 years. The U.S. survey consisted of a mailback survey only as it used an existing mail panel. The U.S. sample was 61,000 individuals and the Canadian telephone sample was 25,000 individuals of which over 15,000 completed the mailback questionnaire.
In this second wave of TAMS (the first wave was completed in 2000), we've adjusted the survey to better meet the needs expressed by our tourism stakeholders. Some of the differences include:
We invite you to review the full questionnaires below to develop an understanding of what respondents were asked and how their responses might be of use to you.