1991 Alberta Resident Travel Survey

Travel for Shopping

1991 Alberta Resident Travel Survey

Travel for Shopping

Prepared by: The Strategy Group September 1994

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ECONOMIC DEVELOPMENT AND TOURISM

No part of this publication may be copied, in any form or by any means, without written permission from Alberta Economic Development and Tourism, Research and Analysis Branch, 6th Roor, Commerce Place, 10155 - 102 Street, Edmonton, Alberta T5J 4L6

Table of Contents

Introduction	1
About the Study	1
Study Objectives	1
Further Information	1
Volume	2
Travel Party Size and Composition	3
Seasonality of Travel	4
Expenditures m Alberta	5
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Mode(s) of Transportation and
Di^t/inrp Tr/)vpllprl	7 f
Length of Stay and Accomodation Used	8
Activities Participated in While in Alberta	9
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Z-iVJiic 1. v_i 111 lULHs. v^vjtii 111 y
z_iVJiic z.. Vjctlcwciv
Zone 3: Big Country	12
Zone 4: David Thompson Country	12
Zone 5: Battle River	13
Zone 6: Lakeland	13
Zone 7: Evergreen	14
Zone 8: Land of the Mighty Peace	14
Zone 9/12: Jasper/Banff National Parks_	15
Zone 10: Calgary and District	15
Zone 11: Edmonton	16
Zone 13: Game Country	16
Zone 14: Land of the Midnight Twilight	17

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Zone 1:	Chinook Country	1 Q
ZjOne z.	Vjdiewdy
Zone 3:	Big Country	20
Zone 4:	David Thompson Country	20
Zone 5:	Battle River	21
Zone 6:	Lakeland	21
Zone 7:	Evergreen	22
Zone 8:	Land of the Mighty Peace	22
Zone 9:	Jasper National Park	23
Zone 10:	Calgary and District	23
Zone 11:	Edmonton	23
Zone 12:	Banff National Park	23
Zone 13:	Game Country	0/1
Zone 14:	Land of the Midnight Tv^ilight	24
Origin/Destination Analysis	25
Shopping Traveller Demographics	27
Factors in Selecting a Vacation Destination	28
West Edmonton Mall	29
Opportunities	30
Conclusions	30
Statistical Summary	31

Appendices

Appendix 1: Methodology 41

Appendix 2: List of Reports 41

Appendix 3: Terminology 42

Appendix 4: Map of Tourism Zones 43

Digitized by the Internet Arcliive in 2015

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Introduction

About the Study

The 1991 Alberta Resident Travel Survey was commissioned by Alberta Economic Development and Tourism to measure the current levels and patterns of travel by Alberta residents. Gallup Canada conducted the survey between January 1 and December 31, 1991.

The main objectives of the study were:

• to measure volume and expenditures of Alberta resident travellers;

• to measure the personal characteristics and travel behav- iours of Alberta resident travellers.

Study Objectives

Alberta Economic Development and Tourism has commis- sioned a series of reports on particular segments of the Alberta travel market, with the analysis based on the findings of the 1991 Resident Travel Survey.

The 1991 Alberta Resident Travel Survey Travel for Shopping report focuses on trips taken within Alberta which had either grocery shopping or retail shopping as the purpose of the trip. Albertans had to either spend at least one night away from home on their trip, or travel on a day trip to a destination at least 40 km from their place of residence.

Shopping trips with a main destination outside the province are not included, unless the trip also had a main destination in Alberta or at least one night was spent in the province.

The shopping segment was divided into two sub-segments:

• regular grocery shopping; and

• other shopping (in this analysis, referred to as retail shop- ping).

In addition, Albertans were asked whether or not they visited West Edmonton Mall while on their trip. Those who did are discussed on page 31.

The objectives of the Shopping Travel report are:

• to profile Albertans who are shopping travellers, in quali- tative and quantitative terms, in order to provide direction and insight for marketing and tourism development;

• to provide data interpretation which is easily understood and applicable to a wide variety of users.

Further Information

A brief description of the methodology, terminology and a complete list of the Resident Travel Survey reports are contained in the Appendices. For more detailed information about Albertans who travel on shopping trips, other segment reports and the survey results, contact Alberta Economic Development and Tourism.

Travel for Shopping / 1991 Alberta Resident Travel Survey J

Volume

As shown in Exhibit I, Albertans took 41.0 milHon person trips in 1991. Of these, 5.8 milHon trips (14%) had either grocery shopping or retail shopping as the primary purpose. Shopping was the main purpose for the third largest propor- tion of trips taken, after vacation/pleasure (38%) and visiting friends /relatives (27%).

• The majority (73%) of the 5.8 million shopping trips were retail shopping trips.

Although the traditional view of Canadian based tourism markets has not normally focused on the shopping segment, shopping trips represented 14% of all travel by Albertans. This level of travel is significant as a proportion of the total travel market, and therefore demands attention.

If there are opportunities to attract, detain or otherwise gain business advantage from this travel segment, it is in the inter- est of the Alberta tourism industry to understand the patterns, origins and activities of the segment.

Grocery Shopping 27%

Retail Shopping 73%

n=5,801,200 person trips

2 1991 Alberta Resident Travel Survey / Travel for Shopping

Exhibit 1: Total Resident Travel

Visiting Friends and Relatives

27% ^

n=41, 040,1 00 person trips

Exhibit 2: Resident Shopping Travel

Travel Party Size and Composition

The average travel party size on all Albertan trips was 2.13 persons. For Albertans on shopping trips, the party size was slightly larger (2.25 persons).

• Albertans on shopping trips tended to travel in parties comprised of either two adults (39%) or one adult (29%). For all Albertan trips, regardless of the trip's purpose, most travel parties were comprised of one adult (38%) or two adults (32%).

• Albertans on shopping trips were more likely than all Albertan travellers to travel in parties comprised of adult(s) with children (27% of shopping trips, compared to 24% of all trips).

• Albertans travelling on grocery shopping trips were similar to all Albertans in their travel party composition. They were, however, less likely than all Albertan travellers to travel in parties of three or more adults.

• Albertans travelling on retail shopping trips were more likely than Albertans on grocery shopping trips to travel in parties comprised of two adults (42% versus 31%).

Exhibit 3: Travei Party Composition

	All Alberta Trips	All Shopping Trips
Individual	38%	29%
Two adults	32%	39%
3+ adults	7%	5%
Adult(s) witti
ctiildren	23%	27%
Party Trips	19,324,400	2,590,600

	Grocery Shopping Trips	Retail Shopping Trips
Individual	39%	25%
Two adults	31%	42%
3 + adults		6%
Adult(s) with
children	28%	27%
Party Trips	750,900	1,938,700

"Data cannot be released due to small sample size.

Travel for Shopping / 1991 Alberta Resident Travel Survey 3

Seasonality of Travel

When all trips by Albertans were studied, they were found to be spread fairly evenly across the year. With the exception of April (six per cent), each month of the year included between seven to ten per cent of all trips.

Shopping trips did not follow the profile of all Albertans' trips. Shopping trips were less likely to occur in the third quarter (July-September) (19% versus 28% of all trips) and more likely to take place in the fourth quarter (October- December) (34% of shopping trips versus 25% of all trips).

• Seventeen per cent of all shopping trips took place in December, compared to 10% of all trips.

Grocery and retail shopping trips

One-third of all grocery shopping trips took place in the first three months of the year. Thirteen per cent* of all trips of this type took place in January, and 14% in February. April and July were also busy months, comprising 11%* and 12%* of all grocery shopping trips, respectively.

Retail shopping trips tended to cluster around the fall and early winter months (38% of retail trips took place between October and December).

• Twenty-one per cent of retail shopping trips took place in December, a traditionally busy shopping month.

Exhibit 4 details the monthly pattern of all trips and all shop- ping trips taken by Albertans.

Exhibit 4: Shopping Trips by Month

Month Returned		All Shopping
Home	All Trips	Trips
January	10%	8%
February	8%	10%
March	7%	8%
April	6%	8%
May	8%	7%
June	8%	6%
July	10%	7%
August	10%	6%
September	8%	6%
October	8%	9%
November	7%	9%
December	10%	17%
Person Trips	41,040,100	5,801,200

Month	Grocery	Retail
Returned	Shopping	Shopping
Home	Trips	Trips
January	13%*	6%
February	14%	9%
March	6%*	9%
April	11%*	6%
May	5%*	7%
June	6%*	6%
July -	12%*	6%
August	6%*	6%
September	6%*	6%
October	9%*	9%
November	9%*	8%
December	5%*	21%
Person Trips	1,555,100	4,246,100

* Interpret with caution due to small sample size.

4; 1991 Alberta Resident Travel Survey / Travel for Shopping

Expenditures in Alberta

Albertans travelling in the province spent a total of $3.19 billion in 1991. Shopping travellers accounted for $762.5 million, or 24% of all expenditures. This means that 14% of the domestic (in- Alberta) travel market accounted for 24% of the in-province expenditures. Thus the shopping segment is a high yield one, even if the expenditures tend to be in areas indirectly related to the tourism industry.

Analysis revealed that the shopping segment's expenditure pattern does not benefit traditional tourism industry partici- pants, but it is significantly more beneficial for the retail and grocery industries (see Exhibit 5).

• Accommodation expenditures represented only one per cent* of shopping travellers' total expenditures, compared to seven per cent for all resident travellers.

• Expenditures on meals and refreshments were also lower for the shopping segment (eight per cent versus 17% for all travellers).

• Vehicle gas/oil/maintenance accounted for 7% of shop- ping trip expenditures, while for all trips this category accounted for 18% of trip expenses.

• Household grocery shopping accounted for 29% of trip expenditures by shopping travellers, versus 11% for all travellers.

• Retail purchases made by all travellers totalled 15% of their trip expenditures. Retail purchases on shopping trips accounted for 27% of expenditures on those trips.

• Albertans on shopping trips were less likely than all trav- ellers to spend money on recreation and entertainment (2%* of trip expenditures versus 6% for all trips).

• Retail purchases by Albertans on retail shopping trips totalled 32% of their trip expenditures. This is a much higher proportion than the 15% spent in this category on all trips.

• Albertans on retail shopping trips spent almost twice as much on regular household grocery shopping as did Albertans on all trips (19% versus 11%).

• Grocery purchases accounted for 60% of the total expen- ditures made by Albertans on grocery shopping trips.

Naturally, the total shopping segment's expenditures on household grocery and retail shopping were significantly higher than for all Albertan travellers (56% of all shopping trip expenditures versus 26% for all trips) (see Exhibit 5).

Exhibit 5: Expenditures in Alberta

Expenditure All Shopping

Categories All Trips Trips

Accommodations ' 7% l%*

Meals and refreshments 17% 8% Regular household

grocery shopping 11% 29%

Vehicle gas, oil 18% 7% Recreation and

entertainment 6% 2%*

Retail purchases 15% 27%

Other 27% 27%

Total Expenditures $3,186,740,900 $762,494,000

Expenditure Grocery Retail Shopping

Categories Shopping Trips Trips

Accommodations i ** **

Meals and refreshments 5%* 9%

Regular household

grocery shopping 60% 19%

Vehicle gas.oil 7%* 8% Recreation and

entertainment ** 2%*

Retail purchases 9%* 32%

Other purchases 19% 29%

Total expenditures $175,474,400 $587,019,600

' Accommodations includes camping fees

' Interpret with caution due to small sample size.

** Data cannot be released due to small sample size.

Travel for Shopping / 1991 Alberta Resident Travel Survey 5

Expenditures in Alberta

Median Expenditures per Person ^

On all trips, the median spending per person was $40. On shopping trips, the median expenditure was twice that, or $80 per person.

• The median amount spent per person on grocery shop- ping trips was $85, while on retail shopping trips it was $76.

Other Shopping/Retail Expenditures

To realise the full impact of shopping expenditures by visitors to and within Alberta, expenditures on retail shopping by non-Albertans travelling in the province and retail expendi- tures by Albertans travelling in the province for purposes other than shopping should also be taken into account.

According to the 1990 Alberta Non-Resident Travel Exit Survey, over $85.6 million was spent in Alberta by non- Albertans whose main purpose for visiting the province was shopping. In addition, non-resident travellers visiting Alberta for purposes other than shopping spent an estimated $105 million in the province on retail and souvenir items.

Alberta residents travelling for reasons other than shopping spent approximately $272 million in the province on retail purchases.

Thus the additional impact of retail shopping on the Alberta economy by residents travelling for non-shopping purposes and non-resident visitors amounts to more than $460 million ($85.6+$105+$272).

That amount, added to the $762.5 million spent by Albertans in the province while on shopping trips, makes the economic impact of all shopping trips in Alberta equal to $1.2 billion.

Exhibit 6:Median Expenditures per Person in Alberta^

All Shopping

Expenditure Categories	All trips	Trips
MccommoQaiion
Camping fees	^ in	ie*
Meals and refreshments	$15	$10
Groceries for the trip	$8
Regular household
grocery shopping	$30	$50
Vehicle gas.oil,
maintenance	$12.5	$10
Car rental	$7	$2
Commercial transport	$15
Recreation/
entertainment	$15	$8
Retail purchases	$25	$40
Conference registration fees	$6
Overnight travel package	$109.5	**
Other purchases	$15	$30
Total Expenditures/Person	$40	$80

' Medians have been used instead of means for analysis of per diem expenditures. Tf)e reader is cautioned that the median cannot be used to derive total expenditures.

Note: Values include only those cases where expenditures in the category were made (i.e. those who reported 0 have been excluded).

* Interpret with caution due to small sample size.

" Data cannot be released due to small sample size.

6 1991 Alberta Resident Travel Survey /Travel for Shopping

Modes of Transportation and Distance Travelled

Modes of Transportation

Exhibit 7: Modes of Transportation Used

The shopping segment was very similar to all Albertan trav- ellers in the type of transportation used. These people used private motor vehicles more than any other type of trans- portation (see Exhibit 7).

Modes of

Transportation

Used

Private Vehicle Motorhome/Other Motor Vehicle Airplane Scheduled bus Other

Household Trips

All Trips

92%

5% 2% 2% 2% 23.468,100

All Shopping Trips

96% 3%*

3,002,600

Modes of Grocery Retail

Transportation Shopping Shopping

Used Trips Trips

Private Vehicle 99% 96% Motorhome/Other

Motor Vehicle 4%* Other

Household Trips 789.900 2.212.700

Distance Travelled

Shopping trips were less likely than all trips to involve travel over long distances. For two-thirds (67%) of all trips by Albertans, the main destination of the trip was more than 80 km (one way) from their home, compared to 48% of all shop- ping trips.

Exhibit 8 outlines the proportions showing the distances trav- elled on all trips, all shopping trips and by each shopping sub- segment.

• Retail shopping trips were more likely to be to a destina- tion more than 80 km away from home than were grocery shopping trips (52% versus 38%).

• 62% of grocery shopping trips were to main destinations which were less than 80 km from the point of origin.

Exhibit 8: Distance Travelled

Distance All Shopping

Travelled All Trips Trips

less than 80 km 33% 51%

more than 80 km 67% 48%

Person Trips 41.040,100 5,801,200

Grocery Retail Distance Shopping Shopping Travelled Trips Trips

less than 80 km 62% 47%

more than 80 km 38% 52%

Person Trips 1,555,100 4,246,100

' Interpret with caution due to small sample size. " Data cannot be released due to small sample size.

Travel for Shopping / 1991 Alberta Resident Travel Survey 7

Length of Stay and Accommodation Used

Length of Stay

Two-thirds (68%) of all trips by Albertans were same day trips. A much higher proportion of shopping trips taken by Albertans were same day trips (95%). The average length of all overnight shopping trips was 1.7 nights. No shopping trips included a stay of more than five nights away from home.

• Virtually all (99%) of the grocery shopping trips were same day trips.

• Although the majority (93%) of retail shopping trips were same day trips, an opportunity exists to draw travellers into more traditional tourism activities such as sightsee- ing. Six per cent of retail shopping trips are of either one or two nights duration.

Exhibit 9: Length of Trip

		All Shopping
Length of Trip	All Trips	Trips
0 nights	68%	95%
1-2 nights	21%	5%
3-5 nights	8%
6+ nights	3%
Person trips	41,040,100	5,801,200

	All Grocery	All Retail
	Shopping	Shopping
Length of Trip	Trips	Trips
0 nights	99%	93%
1-2 nights	**	6%
3-5 nights	**	**
6-1- nights	**	**
Person trips	1,555,100	4,246,100

Accommodation Used

Exhibit 10 focuses on the five per cent of shopping trips where at least one night was spent away from home. Albertans on shopping trips spent a total of 506,700 nights away from home and in Alberta. As shown in Exhibit 10, these nights were spent primarily with friends or relatives (60%) or in hotels/motels (37%).

• Albertans on retail shopping trips spent 488,500 nights away from home. Fifty-nine per cent of these nights were spent with friends or relatives and 38% were spent in hotels/motels.

• Compared to all Albertans on overnight trips, retail trav- ellers spent a higher proportion of their nights in hotels /motels (38% versus 22%).

• The number of overnight trips for grocery shopping was based on a sample size which was too small to provide any reportable accommo-dation information. As mentioned earlier, 99% of the grocery shopping trips taken by Albertans were same day trips.

Exhibit 10: Accommodation Used

Accommodation Type All Shopping

Used All Trips Trips

Home of friend/relative 50% 60%

Hotel/motel 22% 37%

Camping 18% **

Other fixed roof 8% **

Person Nights 30,494,400 506,700

Grocery Retail

Accommodation Type Shopping Shopping

Used All Trips Trips

Home of friend/relative ** 59%

Hotel/motel **. 38%

Camping ** **

Other fixed roof **

Person Nights ** 488,500

' Other fixed roof includes commercial cottage/ cabins, Bed and Breakfast,

youth hostels, and respondent's vacation home. " D5ta cannot be released due to small sample size.

8 1991 Alberta Resident Travel Survey / Travel for Shopping

Activities Participated In While in Alberta

Shopping trips focused on the primary activity, shopping. However, Albertans did participate in other activities during these trips (see Exhibit 11).

All Trips and All Shopping Trips

Albertans on all trips were more likely than Albertans on shopping trips to visit friends and relatives, rest and relax, take pictures or films and go sightseeing in the countryside while travelling.

Albertans on shopping trips were more likely than Albertans on all trips to dine out while on their trip, go shopping, run personal errands and visit West Edmonton Mall.

Grocery Shopping and Retail Shopping Trips

On grocery shopping trips (which are predominantly same day trips), non-shopping activities included visiting friends /relatives (60%) dining out (45%) and personal errands (53%).

Visiting friends /relatives (48%) and dining out (67%) were major activities on retail shopping trips, followed by personal errands (31%*), visiting West Edmonton Mall (19%*), resting and relaxing (20%*).

Information Sources Used to Plan the Trip

Shopping travellers were not users of traditional tourism promotion/ promotional material (see Table 2 in the statistical tables). Previous visitation accounted for 39% of the identified information sources. It should be noted that more than one information source could be reported.

• For more than one-third (35%) of all shopping trips, no sources of information were used to plan the trip.

Exhibit 11: Activities Participated in While in Alberta^

_ __

Activity	Alberta Trips	Stiopping Trips
Visit friends/relatives	61%	52%
Dining out	45%	60%
Rest and relax	45%	18%*
Shopping	39%	75%
Take pictures or films	30%	13%*
Sightsee in countryside	28%	13%*
Personal errands	22%	37%
Sigtitsee in city	15%	11%*
Visit WEM	9%	17%*
Attend sports events	8%	7%*
Person Trips	41,090,100	5,064,500

	Grocery	Retail
	Shopping	Shopping
Activity	Trips	Trips
Visit friends/ relatives	60%*	48%
Dining out	45%*	67%
Rest and relax	**	20%*
Shopping	73%*	76%
Take pictures or films		14%*
Sightsee in countryside		14%*
Personal errands	53%*	31%*
Sightsee in city		14%*
Visit V^EM	**	19%*
Attending sports events	**	9%*
Person Trips	1.503,400	3,561,000

' Estimates of levels of activity participation and sources of information used were collected from the mailback questionnaire, not from the telephone survey. The mailback survey was weighted separately from the tele- phone survey, resulting in person trip estimates that differ from those found elsewhere in the report.

* Interpret with caution due to small sample size.

** Data cannot be released due to small sample size.

Travel for Shopping / 1991 Alberta Resident Travel Survey 9

Zone of Origin of Sliopping Trips

Shopping Traveller Origins

The survey identified the tourism zone of origin for Albertans on all trips. The trips for which information was collected had to include at least one night's stay away from home, or (if it was a day trip) have an origin-to-destination travel distance of 40 km or more.

Based on this definition, many shopping trips taken by resi- dents of Calgary and Edmonton were not included in the database (because the trips would have been same day trips of less than 40 km) .

The largest proportions of shopping trips originated in Battle River (18%), Chinook Country (15%), Lakeland (12%) David Thompson Country (11%) and Land of the Midnight Twilight (11%).

• Larger proportions of all shopping trips than of all trips were taken by residents of three tourism zones. Fifteen per cent of shopping trips and 10% of all trips were taken by Chinook Country residents, 18% of shopping trips and 10% of all trips were taken by Battle River residents, and 12% of shopping trips and 7% of all trips were taken by Lakeland residents.

• Calgary and District residents took 22% of all trips, but only five per cent of all shopping trips.

• Edmontonians went on 18%o of all trips, but only took 2%* of shopping trips.

This section of the report will analyze the origin patterns of shopping trips by tourism zone and (where possible) by city.

Exhibit 12: Proportion of Sliopping Trips Originating in Eacti Tourism Zone

All Shopping

Zone of Origin All Trips Trips

Chinook Country 10% 15%

Gateway 3% 5%

Big Country 3% 4%

David Thompson Country 10% 11%

Battle River 10% 18%

Lakeland 7% 12%

Evergreen 5% 9%

Land of the Mighty Peace 3% 4%

Jasper National Park ** **

Calgary & District 22% 5%

Edmonton 18% 2%*

Banff National Park 1%

Game Country 3% 3%* Land of the Midnight

Twilight 7% 11%

Person Trips 41,040,100 5,801,200

* Interpret with caution due to small sample size. " Data cannot be released due to small sample size.

"J^Q 1991 Alberta Resident Travel Survey / Travel for Shopping

Zone of Origin of Shopping Trips

Zone 1: Chinook Country

Residents of Chinook Country took 3,989,400 trips or 10% of all in- Alberta trips. Almost one-quarter (867,700 or 22%) of these trips were shopping trips. This proportion was signifi- cantly higher than the proportion for the province as a whole (14%). The mix of retail and grocery shopping trips was very similar to that for all shopping trips by Albertans.

• Fifteen per cent of all shopping trips by Albertans origi- nated in this tourism zone.

• Chinook Country residents took the second highest proportion of all grocery shopping trips by Albertans (15%). Lakeland residents had the highest proportion, with 16%.

Exhibit 13: Zone of Origin - Chinook Country (Zone 1)

Total Person Trips by Albertans 41,040,100

Total Number of Trips from Zone 3,989,400

as 7o of Total Alberta Trips 10%

Total Shopping Trips by Albertans 5,80 1,200

Number of Shopping Trips from Zone 867,700

as % of Total Trips from Zone 22%

as % of Total Alberta Stiopping Trips 15%

% of Stiopping Trips from Zone - Retail 73%

% of Stiopping Trips from Zone - Grocery 27%

% of all Shopping Trips from Zone

that were Day Trips 98% % of all Grocery Shopping Trips from Zone

that were Day Trips 100% % of all Retail Shopping Trips from Zone

that were Day Trips 97%

Zone 2: Gateway

This zone generated 1,230,300 trips or three per cent of all resi- dent travel in the province. Shopping trips totalled 268,800 trips (22% of all travel from the zone). Retail shopping trips accounted for 68%* of all shopping trips by Gateway resi- dents.

Exhibit 14: Zone of Origin • Gateway (Zone 2)

Total Person Trips by Albertans	41,040,100
Total Number of Trips from Zone	1,230,300
as % of Total Alberta Trips	3%
Total Shopping Trips by Albertans	5,801,200
Number of Shopping Trips from Zone	268,800
as% of Total Trips from Zone	22%
as % of Total Shopping Trips	5%
% of Shopping Trips from Zone - Retail	68%*
% of Shopping Trips from Zone - Grocery	32%*
% of all Shopping Trips from Zone
that were Day Trips	94%
% of all Grocery Shopping Trips from Zone
that were Day Trips	96%*
% of all Retail Shopping Trips from Zone
that were Day Trips	94%*

* Interpret with caution due to small sample size.

Travel for Shoppingy / 1991 Alberta Resident Travel Survey U

Zone of Origin of Shopping Trips

Zone 3: Big Country

Residents of Big Country took 1,094,400 trips or three per cent of all in-province travel. Shopping trips accounted for 22% of this travel or 242,900 trips.

• Grocery shopping trips made up 44% of all shopping travel by Big Country residents. This proportion is much higher than for any other tourism zone. The provincial proportion (grocery trips /total shopping trips) is 27%.

Exhibit 15: Zone of Origin • Big Country {Zone 3)

Total Person Trips by Albertans	41,040,100
Total Number of Trips from Zone	1,094,400
as% of Total Alberta Trips	3%
Total Shopping Trips by Albertans	5,801,200
Number of Shopping Trips from Zone	242,900
as % of Total Trips from Zone	22%
as % of Total Alberta Shopping Trips	4%
% of Shopping Trips from Zone - Retail	56%
% of Shopping Trips from Zone - Grocery	44%
% of all Shopping Trips from Zone
that were Day Trips	97%
% of all Grocery Shopping Trips from Zone
that were Day Trips	100%
% of all Retail Shopping Trips from Zone
that were Day Trips	95%

Zone 4: David Thompson Country

David Thompson Country generated 3,890,400 trips or ten per cent of all resident travel in the province. Shopping was the purpose for 659,100 trips or 17% of the travel by residents of the zone. Retail shopping comprised 76% of the shopping trips.

• Zone 4 residents took 11% of all in-province shopping trips by Albertans. This is the third largest proportion of shopping trips, behind Battle River (18%) and Chinook Country (15%).

Extiibit 16: Zone of Origin - David Thompson Country
(Zone 4)
Total Person Trips by Albertans	41,040,100
Total Number of Trips from Zone	3,890,400
as%of Total Alberta Trips	10%
Total Shopping Trips by Albertans	5,801,200
Number of Shopping Trips from Zone	659,100
as% of Total Trips from Zone	17%
as % of Total Alberta Shopping Trips	11%
% of Shopping Trips from Zone - Retail	76%
% of Shopping Trips from Zone - Grocery	24%
% of all Shopping Trips from Zone
that were Day Trips	96%
% of all Grocery Shopping Trips from Zone
that were Day Trips	100%
% of all Retail Shopping Trips from Zone
that were Day Trips	95%

* Interpret with caution due to small sample size.

J2 l^^l Alberta Resident Travel Survey / Travel for Shopping

Zone of Origin of Shopping Trips

Zone 5: Battle River

Residents of Battle River took 4,180,100 trips (ten per cent of all travel by Albertans in the province). One-quarter (1,056,800 trips or 25%) of the travel by zone residents was for shopping purposes. The majority of the shopping trips (82%) were for retail shopping.

• Battle River residents had the highest proportion of all shopping trips (18% of all shopping trips in Alberta).

Exhibit 17: Zone of Origin - Battle River (Zone 5)

Total Person Trips by Albertans 4 1 ,040,100

Total Number of Trips from Zone 4,180,100

as % of Total Alberta Trips 10%

Total Shopping Trips by Albertans 5,801,200

Numberof Shopping Trips from Zone 1,056,800

as % of Total Trips from Zone 25%

as % of Total Alberta Shopping Trips 18%

% of Shopping Trips from Zone - Retail 82%

% of Shopping Trips from Zone - Grocery 18%*

% of all Shopping Trips from Zone

that were Day trips 98% % of all Grocery Shopping Trips from Zone

that were Day Trips 100%* % of all Retail Shopping Trips from Zone

that were Day Trips 98%

Zone 6: Lakeland

Lakeland residents took 691,300 shopping trips in 1991. This represents 24% of all zone resident travel and 12% of in- province shopping trips. Retail shopping accounted for 65% of the trips.

• Nine per cent* of the shopping trips by Lakeland residents included an overnight stay away from home.

• Lakeland residents went on the highest proportion of all grocery shopping trips (16%).

Exhibit 18: Zone of Origin - Lal(eland (Zone 6)

Total Person Trips by Albertans 41,040,100

Total Number of Trips from Zone 2,851,200

as % of Total Alberta Trips 7%

Total Shopping Trips by Albertans 5,801,200

Number of Shopping Trips from Zone 591,300

as % of Total Trips from Zone 24%

as % of Total Alberta Shopping Trips 12%

% of Shopping Trips from Zone - Retail 65%

% of Shopping Trips from Zone - Grocery 35%

% of all Shopping Trips from Zone

that were Day Trips 91% % of all Grocery Shopping Trips from Zone

that were Day Trips 98% % of all Retail Shopping Trips from Zone

that were Day Trips 87%

* Interpret with caution due to small sample size.

Travel for Shoppingy / 1991 Alberta Resident Travel Survey J 3

Zone of Origin of Shopping Trips

Zone 7: Evergreen

Travel by Evergreen residents totalled 1,992,100 trips in 1991, or five per cent of all travel by Albertans. Shopping trips accounted for 26% of this travel, or 521,000 person trips. The majority of the shopping trips (71%) were for retail shopping.

Exhibit 19: Zone of Origin • Evergreen {Zone 7)

Total Person Trips by Albertans 41,040,100

Total Number of Trips from Zone 1,992,100

as % of Total Alberta Trips 5%

Total Shopping Trips by Albertans 5,801,200

Numberof Shopping Trips from Zone 521,000

as % of Total Trips from Zone 26%

as % of Total Alberta Shopping Trips 9%

% of Shopping Trips from Zone - Retail 71%

% of Shopping Trips from Zone - Grocery 29%*

% of all Shopping Trips from Zone

that were Day trips 94% % of all Grocery Shopping Trips from Zone

that were Day Trips 99%* % of all Retail Shopping Trips from Zone

that were Day Trips 92%

Zone 8: Land of the Mighty Peace

Residents of this tourism zone took a total of 1,046,300 trips, or three per cent of all in-province travel. Shopping trips accounted for 227,100 trips, or 22% of all travel originating in the zone. These shopping trips represent four per cent of all shopping trips taken by Albertans.

• More than one-third (36%*) of the shopping trips taken were for regular grocery shopping.

Exiiibit 18: Zone of Origin - Land of ttte Mighty Peace

{Zone 8)

Total Person Trips by Albertans 41,040,100

Total Number of Trips from Zone 1,046,300

as % of Total Alberta Trips 3%

Total Shopping Trips by Albertans 5,801,200

Number of Shopping Trips from Zone 227,100

as % of Total Trips from Zone 22%

as % of Total Alberta Shopping Trips 4%

% of Shopping Trips from Zone - Retail 64%

% of Shopping Trips from Zone - Grocery 36%

% of all Shopping Trips from Zone

that were Day Trips 90% % of all Grocery Shopping Trips from Zone

that were Day Trips 99% % of all Retail Shopping Trips from Zone

that were Day Trips 85%

* Interpret with caution due to small sample size.

1991 Alberta Resident Travel Survey / Travel for Shopping

Zone of Origin of Shopping Trips

Zones 9 and 12: Jasper and Banff National Parks

Albertans living in Jasper and Banff National Parks went on a total of 290,500 trips. Thirty per cent* (87,800 trips*) were for shopping purposes. Part of the reason for the smaller number of trips is the small population base in the National Parks. Most (93%*) of the shopping trips taken by residents of these two tourism zones were same day trips.

Exhibit 21: Zone of Origin - Jasper and Banff National Parks (Zones 9 and 12)

Total Person Trips by Albertans 41,040,100

Total Number of Trips from Zone 290,500

as % of Total Alberta Trips 1%

Total Shopping Trips by Albertans 5,801,200

Number of Shopping Trips from Zone 87,800*

as % of Total Trips from Zone 30%

as % of Total Alberta Shopping Trips 2%

% of Shopping Trips from Zone - Retail **

% of Shopping Trips from Zone - Grocery **

% of all Shopping Trips from Zone

that were Day trips 93%

% of all Grocery Shopping Trips from Zone

that were Day Trips % of all Retail Shopping Trips from Zone

that were Day Trips

Zone 10: Calgary and District

This tourism zone includes the City of Calgary and extends westward to the boundary of Banff National Park.

• Calgary and District residents were responsible for 8,852,200 trips (22% of all Alberta resident travel). Shopping represented 280,100 trips or three per cent of all travel originating in this tourism zone. This proportion is much lower than the provincial proportion of 14% (see note on page 17). The majority of shopping trips which originated in Zone 10 (87%) were for retail shopping. Nineteen per cent of the shopping trips by residents of the zone included an overnight stay away from home, compared to the seven per cent of all shopping trips by Albertans.

• Residents of the City of Calgary took 100,300* shopping trips. These trips comprised 36%* of all shopping trips by zone residents.

Exhibit 22: Zone of Origin ■ Calgary and District (Zone 10)

Total Person Trips by Albertans 41,040,100

Total Number of Trips from Zone 8,852,200

as % of Total Alberta Trips 22%

Total Shopping Trips by Albertans 5,801,200

Numberof Shopping Trips from Zone 280,100

as % of Total Trips from Zone 3%

as % of Total Alberta Shopping Trips 5%

% of Shopping Trips from Zone - Retail 87%

% of Shopping Trips from Zone - Grocery 13%

% of all Shopping Trips from Zone

that were Day Trips 81% % of all Grocery Shopping Trips from Zone

that were Day Trips 100% % of all Retail Shopping Trips from Zone

that were Day Trips 77%

* Interpret with caution due to small sample size. ** Data cannot be released due to small sample size.

Travel for Shopping / 1991 Alberta Resident Travel Survey ][5

Zone of Origin of Shopping Trips

Zone 11: Edmonton

Although Edmonton residents were responsible for 18% of all travel in the province, shopping trips represented only 90,500* person trips or one per cent* of all travel by zone residents.

Note: part of the reason that the proportion of shopping trips by residents of Edmonton and Calgary and District is so small is due to the minimum travel distance requirement (40 km or more) for same day trips. Many same day shopping trips by residents of larger centres would