Abstract
This research, based on 617 residents of Ottawa, was carried out to segment the Canadian winter sun travellers market. Six segments were identified on the basis of sought product benefits. They were named Entertainment, Active Sun and Fun, Culture Patron, Value for the Money, Sun and Comfort and Achievers. The segments were described using demographic and psychographic data and their destination choice and media usage behavior were examined to provide insights into the managerial actions that tourism marketers may undertake to attract them to specific sun destinations.
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