eTAMS

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e TAMS is a web tool that allows free public access to the Travel Activities and Motivation Survey (TAMS) — a major study that identifies existing and potential travel markets in North America and provides information on place of residence, demographics and media use of these potential visitors.

Using eTAMS, you can ask specific questions like “How many people in North America play golf when travelling, what are their characteristics and how do I reach them?”

The detailed answers you get to such questions will be derived from a comprehensive database of travel across North America. The TAMS database provides detailed information on travellers’ activities, travel motivators, places visited, type of accommodation used, impressions of Canada/Ontario, demographics and media consumption patterns. This information is ideally suited for tourism product development, packaging development and marketing.

The Ontario Ministry of Tourism encourages you to use eTAMS to generate your own, individualized reports on the size and characteristics of specific niche travel markets in North America. Here is how to do it:

The eTAMS consists of two components:

• Cross Tabulation – a user-defined query or statistical table, whereby one can choose the columns, rows and base of a two-dimensional statistical table.

• Profile – a predefined statistical report on a group of travellers of your interest.

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