Prepared for Parks Canada Agency
Supplier name: Advanis
Contract number: 5P004-230129
Contract value: $61,562.40 (tax included)
Award date: September 29, 2023
Delivery date: January 12, 2024
Registration number: POR 053-23
For more information on this report, please contact Parks Canada at:
information@pc.gc.ca
Ce rapport est aussi disponible en français
Prepared for Parks Canada Agency
Supplier name: Advanis
January 2024
This report presents the methodological details for the Recreation Study 2023 conducted by Advanis on behalf of the Parks Canada Agency. The probability-based, online survey was administered between November 2 and 29, 2023 to 1,518 members of the Canadian public aged 18 or older who tend to visit parks (e.g., national, provincial parks) when they travel for leisure in Canada.
Ce rapport est aussi disponible en français sous le titre : Étude récréative 2023
This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from Parks Canada. For more information on this report, please contact Parks Canada at 1-888-773-8888 or information@pc.gc.ca or at:
Parks Canada
2nd Floor, (PC-02-E)
30 Victoria Street
Gatineau, QC J8X 0B3
Catalogue Number: R62-588/2023E-PDF
International Standard Book Number (ISBN): 978-0-660-68255-6
Related publications (registration number: POR 053-23):
Catalogue Number: R62-588/2023F-PDF (Methods report, French)
International Standard Book Number: 978-0-660-68256-3 (French)
© His Majesty the King in Right of Canada, as represented by the Minister of the Environment and Climate Change and the Minister responsible for Parks Canada, 2024
Digital information and devices are important components of travel and are changing how people research, plan, travel and experience a place. As technology continues to shape consumer behaviour, it is inevitable that parks explore how and where to integrate digital technology in visitor servicing, specifically reception and orientation services. This exploratory study sought to better understand how people generally use and want to (or not) use digital technology to inform and support key aspects of visitor reception and orientation in parks and the rationale for their perspectives, specifically as it relates to arrival, at visitor centres, and at campground check-in.
The study employed a probability-based, online survey administered to a national sample of adult Canadians 18 years of age and older who tend to visit parks when they travel for leisure. The survey, which took approximately 12 minutes to complete, was conducted between November 2 and 29, 2023, using a multi-stage approach and random telephone to web recruitment. The sample involved visitors (not the general population) and regional splits were based on third-party sports and leisure participation data. The data was weighted based on population estimates for the region of residence and age of Canadians who visited national or provincial parks in the last year.
A total of 1,518 Canadians completed the survey, with a response rate of 46.97 percent and a margin of error of +/- 2.52 percent at the national scale (19 times out of 20, at a 95 percent confidence interval). The total cost of the study was $61,562.40 including taxes.
I hereby certify as a Senior Officer of Advanis that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research.
Specifically, the deliverables do not contain any reference to electoral voting intentions, political party preferences, standings with the electorate, or ratings of the performance of a political party or its leader.
Nicolas Toutant,
Vice-President, Research and Evaluation
Advanis
nicolas.toutant@advanis.ca