Author Bios (50 Words)

Dr. Huang joined the Department of Business and Tourism at Mount Saint Vincent University, Canada, as an Assistant Professor in 2019. Before that, she was a faculty member at Universidade Europeia, Portugal, for two years. Dr. Huang has broad research interests spanning the areas of tourist engagement, consumer behavior, sustainable tourism, destination management, tourism planning and policy, cruise tourism, and scholarship of teaching and learning (SOTL).

Abstract (150 Words)

Tourism has become a significant component of the economy in Atlantic Canada, especially in Prince Edward Island (PEI). This study sheds light on the Canadian domestic tourism market by using geographic information systems (GIS) to analyze travel data collected from PEI. This study aims to (1) visualizing tourism demand: place of origin, and the amount of expenditure, and (2) examining the geographical distribution of tourist behavioral intention. The dataset contained 1,556 respondents who have had taken at least one overnight pleasure trip to PEI in 2016. ArcGIS 10.4 and SPSS 24.0 were employed for data analysis. Three maps were generated, including (1) a map displaying the location and distribution of current visitors across Canada, (2) a map showing the market segment based on each visitor’s average spending, and (3) a map delineating the customer post-consumption experience. Theoretical contributions and managerial implications were further discussed.

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Revealing the Structure of the Canadian Tourism Market: an Analysis based on Geographic Information Systems (GIS)

Tourism has become a significant component of the economy in Atlantic Canada, especially in Prince Edward Island (PEI). This study sheds light on the Canadian domestic tourism market by using geographic information systems (GIS) to analyze travel data collected from PEI. This study aims to (1) visualizing tourism demand: place of origin, and the amount of expenditure, and (2) examining the geographical distribution of tourist behavioral intention. The dataset contained 1,556 respondents who have had taken at least one overnight pleasure trip to PEI in 2016. ArcGIS 10.4 and SPSS 24.0 were employed for data analysis. Three maps were generated, including (1) a map displaying the location and distribution of current visitors across Canada, (2) a map showing the market segment based on each visitor’s average spending, and (3) a map delineating the customer post-consumption experience. Theoretical contributions and managerial implications were further discussed.