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MK361 - Spring 2023 (Cross)

This research guide has been created for students taking MK361 with Professor Ian Cross during the Spring 2023 semester.

Traveler/Visitor Demographics: Locations & Places

Conduct your own web searches to find visitor demographics and statistics for the place (e.g. state, town, region, location, or venue) you are researching. Good places to start are government websites, including travel and tourism offices, visitor bureaus, chambers of commerce, and economic development councils. Museums, state and national parks, and other organizations may also provide visitor statistics and demographics on  their websites. 

For example, a few key resources for Massachusetts are:

Other resources:

Consumer & Market Research Reports

Use the following databases for consumer demographic and psychographic information.

Start by finding the following consumer and market reports, then explore the Mintel database for additional information on your own by topic or keyword. Be sure to also look at the Interactive Databook that accompanies each report.

Travelers, Vacationers, and Tourists

  • Search Tip: From the navigation bar, choose Category > Travel, Leisure, Entertainment and then select "Travel" to explore all of the reports related to travel and tourism, including:
    • Luxury Travel - US - 2023 [Note: report updated 03/09/2023]
    • Vacation Plans and Priorities in 2023 - US - 2023 [Note: report updated 1/31/2023]
    • Consumers and the Economic Outlook - US -  Winter 2023 [Note: report updated 2/7/2023]
    • Sustainability and Travel - US - 2022
    • Cruises - US - 2021 
    • Airlines - US - 2021
    • Hotels & Hotel Alternatives - US - 2021 [Note: new "Lodging" report due out in April 2023]
    • Vacation Planning and Inspiration - US - May 2021
    • Road Trips - US - April 2021
    • Outdoor Vacation Activities - US February 2021
    • Local Vacations - US - November 2020
    • Experiential Traveler - US - May 2020
    • Travel Tours and Activities - US - April 2020
    • Family Vacations - US - January 2020

Demographics and Lifestyles

  • Search Tip: From the navigation bar, click on Demographics and choose all of the subcategories to explore all of the reports related to demographic and lifestyle groups, including:
    • American Lifestyles - US - 2022
    • Marketing to Generation Z - US - 2022 [Note: new report due out in May 2023]
    • Marketing to Millennials - US - 2022
    • Marketing to Middle and High Income Americans - US - 2022
    • Senior Lifestyles - US - 2022
    • Student Lifestyles - US - 2022
    • Teen Lifestyles - US - 2022
    • Urban, Rural and Suburban Lifestyles - US - 2021
    • Marketing to Adults Without Kids - US - 2021 
    • Marketing to Empty Nesters - US - 2021 
    • Marketing to Affluent and HNW Consumers - US - March 2021
    • Marketing to Gen X - US - July 2020
    • Marketing to Seniors - US - July 2020
    • Marketing to Baby Boomers - US - July 2019 

Advertising and Media

  • Search Tip: From the navigation bar, choose Category > Technology & Media to find these reports and more:
    • Streaming Video - US - 2022
    • Streaming Audio - US - 2022
    • Social Media Influencers - US - 2022
    • Digital Advertising - US - 2022 
    • The Media Landscape - US - 2021
    • Advertising in Gaming - US - 2021
    • Digital Trends - US - Fall 2021
    • Social Media Trends - US - May 2021
    • Television Advertising - US - August 2020
  • Search tip: use the search box to find dossiers and statistics related to travel and tourism, including:
    • Travel and Tourism Industry Advertising in the U.S. (Statista Dossier)
    • Travel and Tourism Report (Statista Mobility Market Outlook)
    • Domestic Tourism in the U.S. (Statista Dossier)
    • Travel and Tourism in the U.S. (Statista Dossier)
    • National Park Tourism in the U.S (Statista Dossier)
    • City Trips in the U.S. (Statista Dossier)