Tourism Attitude and Motivation Study

Detailed information for 1983




One Time

Record number:


This survey identified the reasons why trips were taken as well as what motivated the traveller in the first place.

Data release - July 6, 1995


This survey identified the reasons why trips were taken as well as what motivated the traveller in the first place. The survey measured how important people, places and things were to each trip; how pleased or displeased the traveller was with the trip; and what people looked for and/or expected when they travelled.


  • Domestic travel
  • International travel
  • Travel and tourism

Data sources and methodology

Target population

All persons 15 years of age and over residing in Canada with the exception of inmates of institutions, full-time members of the Armed Forces and residents of the Yukon and Northwest Territories and Indian Reserves.


This is a sample survey with a cross-sectional design.

The survey is based on the multistage stratified, clustered, probability, area sample of the Labour Force Survey. The population for the Tourism Attitude and Motivation Study will be randomly selected from the Labour Force Survey households. Any civilian member of the household, 18 years of age and over, may be selected. The collection of data will be a combination of self-enumeration and personal interview. The respondent will be asked to complete certain portions of the questionaire by themselves. All interviews are to be conducted in person and on a non-proxy basis. Data capture occurs in the regional offices, the records are then transmitted to Ottawa. They are subjected to comprehensive editing, imputation and tabulation.

Error detection

Sampling errors: The estimates are based on a national sample of slightly less than one percent of the population. The resulting sampling errors, which are measured, vary according to a number of factors the most important of which is the size of the estimate. Sampling variance indicators are published in the Labour Force. Non-sampling errors: Errors unrelated to sampling can occur at every stage of a survey. These non-sampling errors range from the respondent misunderstanding the question to errors introduced during processing. Mechanisms to minimize these errors are in place although the final estimates are still affected to some degree.


The LFS records are weighted using what can be thought of as a three-stage process. The first stage involves the assignment to each record of the inverse of the design sampling ratio applicable to the geographic area where the respondent represented by that record resides. The second stage involves adjustments to the weight assigned in the first stage. These include an adjustment for the rural/urban distribution of the population and an adjustment for non-response (both performed for relatively small sub-provincial areas). It also includes an adjustment for unanticipated population growth in particular small areas selected for the sample (clusters) and an adjustment for the fact that the sample size remains constant (47,500 households) resulting in a slowly declining sampling ratio as the population grows. The third stage involves the comparison of the sum of weights assigned to the records in the first two stages to population totals derived from sources independent of the LFS. These comparisons are done for 38 age-sex groups for each province. The weights for all records belonging to an age-sex-province group are then adjusted so that their sum is equal to the corresponding independently derived population total. The independently derived population totals are obtained as projections from the annual post-censal estimates of population produced by Demography Division with adjustments to reflect the exclusions described in 'Design and Procedures'.

Disclosure control

Statistics Canada is prohibited by law from releasing any information it collects which could identify any person, business, or organization, unless consent has been given by the respondent or as permitted by the Statistics Act. Various confidentiality rules are applied to all data that are released or published to prevent the publication or disclosure of any information deemed confidential. If necessary, data are suppressed to prevent direct or residual disclosure of identifiable data.

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