CANADIAN TOURIST INFORMATION AND THE UK - PLANS AND PERCEPTIONS

How well is a particular emphasis in product formulation by a host cou ntry transmitted to potential overseas clients? The question is examin ed here in the context of a systematic attempt by Tourism Canada over the past 10 years to promote Canadian cultural activities. The investi gation studies one aspect of the marketing mix - promotion - and exami nes the product segments, as defined by Tourism Canada, which should b e most heavily targeted in such promotion. It is concluded that, in ge neral, these product segments have been appropriately defined and that transactions employing them reflect the intintions of Tourism Canada. In particular, Travel Agents and Tour Operators are presenting cultur al activities in a way consistent with the intentions of Canadian tour ism planning for the UK. However, the tourist literature provided at b oth the national and provincial level does not properly reflect this c urrent Canadian emphasis on cultural activities.