The EQ model is based
upon a solid research foundation. Through adaptations
of Environics* Social Values model, the CTC can effectively
develop a profile (EQ) based on the reasons why people
travel. The profile is not based solely on age, gender
or education, but includes qualities of someone’s
personality. The CTC can then suggest Canadian experiences
that are relevant to the traveller and consistent with
the traveller's EQ. To create a profile travellers
complete a 25 statement questionnaire dealing with
travel habits and motivations. How do we know it works? Ninety-five
percent of EQ travellers have told us that the EQ groups
partly or completely describe them.
*Environics Research Group is one
of Canada's leading marketing and social survey research
consultancies – known
for its public opinion polling and market research
to advanced studies of human values and social change. |
