The Importance of Scenic Drive Tourism: An Exploratory Study

THE IMPORTANCE OF SCENIC DRIVE TOURISM:

AN EXPLORATORY STUDY

Paper presented at the

39th

Annual Travel and Tourism Research Association (TTRA) Conference

June 15-17, 2008. Philadelphia, Pennsylvania

Sean M. Hennessey, Ph.D.

School of Business Administration

University of Prince Edward Island

Charlottetown, PE, Canada

E-mail: [email protected]

Dongkoo Yun, Ph.D.





Melissa MacEachern, Ph.D. (candidate)





and

Roberta MacDonald, Ph.D.





mailto:[email protected]



ABSTRACT

The main purpose of this study is to explore the propensity for scenic drive tourism. Specifically

the study identifies the propensity and characteristics of scenic drive tourism by comparing the

differences between Canadian and U.S. respondents. This study illustrates the importance of

scenic drive tourism and the ability to increase tourism receipts for regional tourism destinations.

The vast majority of both the Canadian and US self-drive market normally take scenic drives at a

destination while traveling and scenic drives accounted for 52% of the decision to a visit a

particular destination. As a tourism product, scenic drives are critically important in influencing

tourism visitation and the flow of tourists to a destination.

INTRODUCTION

Since the advent of the automobile a century ago, tourist travel by automobile has grown

consistently over time (Molnar, Eby, & Hopp, 1996). Recent figures indicate that self-drive

tourism, which includes those who travel by auto, truck and camper/RV, accounted for 85% of

the domestic person-trips in the United States in 2005 (Travel Industry Association of America,

2007). Interestingly, of this total, only 6% of those surveyed used a rental car. In contrast, air

service constitutes approximately 9% of all domestic trips in the United States. The remainder of

domestic trips are taken by train/ship/other (4%) and then bus/motorcoach (2%).

In 2001, the U.S. National Household Travel Survey revealed that older Americans (age

65+) travel extensively and rely on personal vehicles as often as their younger counterparts.

Almost 90 percent of older Americans travel using their personal vehicles (Collia, Sharp &

Giesbrecht, 2003). Further, the Australian Bureau of Tourism Research (1999) estimates that

78.9% of all travellers used private cars as their main mode of transportation. Seniors also rely

heavily on cars for holiday travel, but at a lower rate (57.3%) than the national average (Wei &

Ruys, 1998).

In North America, automobile travel is an integral part of the travel industry. According

to Prideaux, Wei and Ruys (2001), the drive tourism market is defined as “tourism that centres

on travelling from an origin point to a destination by car that is either privately owned or rented,

and engaging in tourism-related activities during the journey (p. 211).” The drive tourism market

is based on the modes of transportation used to enter the destination, while at the destination, and

to exit the destination (Statistics Canada, 2005). Spotts, Kim, Holecek and Carr (1997) suggest

that the drive tourism market is indistinguishable from that of pleasure travellers in general. By

contrast, Eby and Molnar (2001) suggest that the drive tourism market represents a distinct

subclass of travellers. For example, drive tourists frequently travel in unfamiliar areas and travel

to pursue pleasure, health or education.

Simply defining drive tourism by modes of transportation misses a large and important

segment of the market. Scenic drive tourism is unique and serves to lead travellers through

communities that have natural, historical, cultural, recreational, and technological qualities to be

enjoyed by visitors (Tyrrell & Devitt, 1999). According to the Transit New Zealand (2004), a

tourist drive (scenic drive) is described as: “A route that has been selected by a regional or local

authority for the particular scenic, cultural or historical attractions it offers.” A tourist drive can

be located in either a rural or urban area. It may be a circuit route leading back to the area from

which it started, an alternative more scenic route rather than a more direct route, or a local road

to a location of tourist interest.

Travellers are always searching for more interesting and exciting places to visit. Thus,

tourists, both those at the destination and those planning to visit, must be provided with relevant

https://www.researchgate.net/publication/260311090_Valuing_Changes_to_Scenic_Byways?el=1_x_8&enrichId=rgreq-87ceeab8-8af8-4102-871e-7aa9ae51f700&enrichSource=Y292ZXJQYWdlOzIyODE0MjA5NTtBUzoxMDE0MTcxODg1OTc3NzBAMTQwMTE5MTE1MTYyMw==

information that will allow them to plan to take those drives that present the most impressive

scenery. From an economic perspective, scenic drive tourism has the potential to help boost a

local economy, and the travel and tourism industry in particular. The opportunity to take scenic

may alter travel behaviour, and thus, travel service suppliers in the local community may notice

an increase (or decrease) in sales from different customer segments. This may result is a shift in

the demand for travel in specific locations or routes.

It is important to understand propensity for scenic drive tourism, reasons for taking scenic

drives, and how these relate to the reasons for the choice of a travel route. Despite the size and

significance of the scenic drive tourism market, there has been relatively little research on this

specific type of travel and market. Thus, the main purpose of this study is to identify the

propensity and characteristics of the scenic drive tourism by comparing the differences between

Canadian and U.S. respondents to a scenic drive survey.

METHODOLOGY

Data Collection This study used primary data from a proprietary on-line panel that was established by the

Tourism Research Centre at the University of Prince Edward Island (PEI). The survey was

conducted on behalf of Tourism PEI, the provincial government department responsible for

managing the tourism industry on PEI. PEI is Canada’s smallest province, and a major tourist

destination. The panel includes people who have visited PEI and those who have not visited. The

mix is 31% visitors, 69% non-visitors. It is a “blind” or unbranded panel. That is, it is comprised

of travellers who opted to join the panel but are unaware of the panel sponsor seeking the data.

The panel members are not aware that the data is being collected for the Province of PEI.

The TRC panel members were utilized as the sampling frame. The survey was conducted

from November 9 to November 30, 2007. In total, 3,240 panel members were invited to

complete the survey through e-mail request. Reminder emails were sent on November 19 (first)

and November 26 (second) to panelists who did not start the survey. Overall, 1,013 panel

members (31.3%) started the survey while 913 surveys were completed. Of these, 55 were

completed by panel members from countries other than Canada and the US, or by those who had

never taken a scenic drive while travelling. These respondents were excluded from this study.

Therefore, a total of 855 surveys are used for this study.

Sample Characteristics Of the total surveys used, 695 were Canada respondents (81.3%) and 160 were U.S.

respondents (18.7%). Among respondents, about 66.2% were female, 80.2% were married, 60%

worked full time, and nearly 20% were retired. Respondents varied widely in age, education

level, and annual household income. At 33.8%, the largest group of respondents was in the 45 to

54 age bracket. In addition, 25.7% had graduated from technical or community college, 21.3%

graduated from university (undergraduate), 28.7% had annual incomes of $100,000 or more,

while 21.5% reported annual incomes of between $40,000 and $59,999.

RESULTS

Propensity to take Scenic Drives at Destinations In order to identify the general propensity to take scenic drives at a destination,

respondents were asked “When you travel using your own or a rental vehicle, do you usually

take scenic drives at your destination?” The vast majority of respondents usually take scenic

drives while travelling. Of these, 58.4% sometimes take scenic drives, while 39.7% always take

scenic drives while travelling. Only 1.8% of those responding to the survey did not take scenic

drives while travelling.

Based on Table 1, no statistically significant differences were found across country of

residence in regard to propensity for taking scenic drives, either official or unofficial. Overall,

the vast majority (80.4%) of respondents were more likely to take both official and unofficial

scenic drives.

Table 1. Propensity for taking “Official” and “Unofficial” Drives at Destinations

by Country of Residence

Country of Residence Total

(n=855) Canada

(n=695; 81.3%)

US

(n=160; 18.7%)

“Official” drives 42 (6.0%) 5 (3.1%) 47 (5.5%)

“Unofficial” drives 102 (14.7%) 19 (11.9%) 121 (14.2%)

Both 551 (79.3%) 136 (85.0%) 687 (80.4%)

Chi-Square Statistics χ2 = 3.265; d.f. = 2; p = 0.195

Propensity to research Scenic Drives available before travelling to a Destination As shown in Table 2, about three-quarters (73.2%) of all respondents tended to research

the scenic drives available before travelling. This was very consistent for both Canadian and

American respondents.

Table 2. Propensity for researching Scenic Drives available before travelling

to a Destination by Country of Residence


(n=855) Canada

(n=695; 81.3%)

US

(n=160; 18.7%)

Yes 507 (72.9%) 119 (74.4%) 626 (73.2%)

No 188 (27.1%) 41 (25.6%) 229 (26.8%)


Information Sources regarding Scenic Drives As illustrated in Table 3, significantly more US travellers obtain information about scenic

drives both before travelling to a destination, and while at a destination. In addition, Table 4

makes it clear that there are significant differences in the sources of information used. Canadian

travellers are more likely to rely on the advice of friends or relatives (word-of-mouth),

advertisements on television, travel agents, and visits to trade or travel shows as information

sources regarding scenic drives. U.S. travellers are more likely to use visitor information centre

at a destination, the destination’s official visitors’ Website, the official Website of the scenic

drive, an auto club such as AAA, other travellers or hosts at destination, and articles in

newspapers/magazines about the destination.

Both Canadian and U.S. travellers were equally likely to use 14 of the information

sources listed. The most important of these information sources were official travel guides or

brochures from state/provincial/ national organizations, the official map of the destination and

other maps, travel guide books, and past experience at the destination. Surprisingly, the

information sources that were least likely to be used were the most costly ones – those associated

with advertising.

Television, newspapers, magazine, and online advertising, and trade and travel shows

were used by a very small number of respondents. These ranged from a low of 6.5% for online

advertising, to a high of 23.7% for television. But even for television, fewer than 10% of the

American respondents reported using this information source to research scenic drives. In terms

of cost per interested travel party, these forms of information sources do not appear to be very

efficient. This, though, is consistent with earlier research on the effectiveness of advertising to

generate and increased tourist visitation (see Hennessey et al., 2008; Money & Crotts, 2003;

Fodness & Murray, 1999; and Gilly et al., 1998).

Table 3. Propensity for obtaining Information about Scenic Drives



(n=855) Canada

(n=695; 81.3%)

US

(n=160; 18.7%)

Obtaining Information before travelling

Yes 502 (72.2%) 130 (81.3%) 632 (73.9%)

No 193 (27.8%) 30 (18.8%) 223 (26.1%)


Obtaining Information while at the Destination

Yes 590 (84.9%) 146 (91.3%) 736 (86.1%)

No 105 (25.1%) 14 (8.8%) 119 (13.9%)


Table 4. Information Sources used regarding Scenic Drives by Country of Residence

Variable


(n=855) t-value Canada

(n=695; 81.3%) U.S.

(n=160; 18.7%)

Personal Information Sources

Advice of friends or relatives/

Word-of-mouth 75.04 68.21 73.73 2.337***

Past experience/been there before 61.85 62.91 62.06 -0.241***

Other travellers or hosts at destination 46.62 56.95 48.60 -2.288***

Visitor Information Centre at destination 82.42 92.05 84.26 -3.602***

Web-based Information Sources

Official website of scenic drive 49.14 60.26 51.27 -2.495***

The destination’s official Visitors

Website 66.09 78.81 68.53 -3.322***

Internet search engine (Google,

Yahoo, MSN, etc.) 53.69 60.93 55.08 -1.627***

Websites of accommodation/tourism

operators at destination 37.21 43.71 38.45 -1.451***

Other general travel websites 25.43 27.15 25.76 -0.434***

Internet advertisements

(e.g., banners ads) 6.59 5.96 6.47 0.284***

Electronic newsletter or magazine

received by e-mail 20.09 22.52 20.56 -0.662***

Paper-based Information Sources

Official travel guides or brochures from

state/provincial/national organizations 80.22 81.46 80.46 -0.344***

The official map of the destination 64.36 64.90 64.47 -0.124***

Articles in newspapers/magazines

about destination 33.12 49.67 36.29 -3.686***

Advertisements in newspapers/

magazines for destination 19.47 22.52 20.05 -0.841***

Travel guide books 62.32 69.54 63.71 -1.709***

Maps 58.56 58.28 58.50 0.062***

Roadside kiosks 25.27 23.18 24.87 0.535***

Brochures from Travel Agent/Agency 24.02 18.54 22.97 1.522***

Other Information Sources

Auto club such as the AAA/CAA 41.44 58.94 44.80 -3.920***

Travel Agent/Agency 14.91 8.61 13.71 2.343***

Advertisements on television 27.00 9.93 23.73 5.669***

Television programs about destinations 30.30 32.45 30.71 -0.515***

Visits to trade or travel shows 11.62 5.96 10.53 2.445***

Note: Numbers indicate % (mean value) for each information used; * p < .05; ** p < .01; *** p < .001

Influence of Scenic Drives in Decision to visit a Destination One of the most interesting and surprising results of this study was the response to the

question regarding the extent to which scenic drives at a destination influence your decision to

visit that destination. The questions asked respondents to provide a percentage answer. That is,

what percent between 0% and 100% do scenic drives influence your decision to visit. Table 5

indicates that at slightly over 52%, the results were almost identical across the two countries.

Clearly, scenic driving tours are a popular tourist product for this sample of travellers. It seems

that destinations might more aggressively promote and increase the level of awareness regarding

the scenic drives that are available.

Table 5. Decision Influence of Scenic Drives to visit a Particular Destination


Variable


(n=855) t-value

Canada (n=695; 81.3%)

U.S. (n=160; 18.7%)

Decision influence 52.38 52.23 52.35 0.068

Note: Numbers indicate % (mean value) for decision influence of scenic drives to visit a particular destination.

Timing of the Decision to take a Scenic Drive at a Destination Table 6 indicates that the timing of the decision to take a scenic drive is consistent across

residents of the two countries. Overall, more than 87% of respondents planned their decision to

take a scenic drive. Again, surprisingly, a very high percentage of respondents (71.5%) decided

to take a scenic drive prior to arriving at the destination. Prior planning was higher among

American travellers than Canadian. More Canadian travellers decided to take a drive simply

because they were touring in the area. In addition, more American travellers decided to take the

drive after arriving at the destination, a sign that they were affected by local promotion of the

drive.

Table 6. Timing of the Decision to take a Scenic Drive by Country of Residence


(n=855) Canada

(n=695; 81.3%)

US

(n=160; 18.7%)

It is a reason for planning my trip to

the destination. 103 (14.8%) 24 (15.0%) 127 (14.9%)

After I decide to travel to the

destination. 293 (42.2%) 75 (46.9%) 368 (43.0%)

During the trip to the destination. 101 (14.5%) 15 (9.4%)0 116 (13.6%)

Once I arrive at the destination. 103 (14.8%) 32 (20.0%) 135 (15.8%)

I normally have no intention to take a

scenic drive; I simply want to tour an area. 95 (13.7%) 14 (8.8%)0 109 (12.7%)


Length of Time Spent on a Scenic Drive Table 7 indicates that over 75% of the respondents wished to spend five or fewer hours

on a scenic drive. This was very similar across the two countries. Almost 50% of respondents

viewed scenic drives as a half-day activity; they were likely to spend about 4 to 5 hours on a

drive. Very few respondents were willing to spend a full day or more on a drive.

Table 7. Length of Time stayed on a Scenic Drive by Country of Residence


(n=855) Canada

(n=695; 81.3%)

US

(n=160; 18.7%)

Less than 3 hours 179 (25.8%) 42 (26.3%) 221 (25.8%)

About half a day (4 to 5 hours) 340 (48.9%) 84 (52.5%) 424 (49.6%)

About a full day (8 to 10 hours) 96 (13.8%) 20 (12.5%) 116 (13.6%)

One to three days 62 (8.9%) 12 (7.5%)0 74 (8.7%)

Four or more days 18 (2.6%) 2 (1.3%) 20 (2.3%)


Reasons for taking Scenic Drives at Destinations As shown in Table 8, there were some statistically significant differences between

country of residence and reasons for taking scenic drives at destinations.

Table 8. Reasons for taking Scenic Drives at Destinations by Country of Residence

Variable



(n=695; 81.3%) U.S.

(n=160; 18.7%)

Best way to see note-worthy

attractions 67.19 58.13 65.50 2.109***

It is something I always do when

visiting a destination 33.24 36.25 33.80 -1.226***

It is a good way to get from Point A

to Point B 23.60 23.75 23.63 -0.041***

Past experience, I enjoyed the drive

before 39.57 43.13 40.23 -1.227***

To observe the scenery 86.19 87.50 86.43 -0.437***

Taking the drive means I avoid

getting lost in an unfamiliar area 3.45 5.00 3.74 -0.929***

Recommendation of friends/family/

others 43.02 29.38 40.47 3.351***

I enjoyed similar types of drives in

the past 53.38 55.00 53.68 -0.370***

It is a way to “walk through history” 42.30 43.75 42.57 -0.334***

Reputation of the drive 26.91 34.38 28.30 -1.810***

Guidebook recommendation 36.83 46.25 38.60 -2.161***

Other 8.63 9.38 8.77 -0.299***

Note: Numbers indicate % (mean value) for each reason; * p < .05; ** p < .01; *** p < .001

Canadian travellers tended to believe that taking scenic drives at destinations is the best

way to see note-worthy attractions. In addition, they were more likely to take scenic drives due to

recommendation of friends, family and others. In contrast, American travellers were more

strongly influenced to take a drive based on the reputation of the drive, guidebook

recommendation, and their past experience.

In addition, American respondents indicated that taking scenic drives is something they

always do when visiting a destination. However, overall, respondents to the survey indicated that

they took scenic drives as a way to see the scenery. This is a powerful motivator and obviously

should be the key focus of any promotional campaigns used by destinations to promote drives.

In addition, respondents indicated that they took scenic drives in order to see note-worthy

attractions and since they enjoyed similar types of drives in the past. Together with the results in

Table 4, it is clear past experience and word-of-mouth are important influences for scenic drives.

Type of Scenic Drives interested Based on Table 9, it is clear that water-oriented scenic drives hold a high level of interest

for the respondents to this survey. Scenic drives with a focus on coastlines and lakes and rivers

are the two highest rated types of scenic drives. Almost every respondent indicated that he/she

was very interested in drives along coastlines. The only other option with an average rating of 6

or above was mountain and alpine drives. However, drives with a focus on beaches and sand

dunes, wildlife, and historical sites also recorded high levels of interest.

Canadian travellers were more likely to be interested in taking drives with a focus on movie

or television sites, while U.S. travellers tended to be interested in taking drives with a focus on

woodlands and forests, and literary sites. Overall, all respondents were least likely to be interested

in drives with a focus on movie or television sites, cityscapes, literary sites, or marshlands.

Table 9. Type of Scenic Drives interested by Country of Residence

Variable



(n=695; 81.3%) U.S.

(n=160; 18.7%)

Beaches and sand dunes 5.98 5.87 5.96 0.880***

Coastlines 6.58 6.55 6.58 0.366***

Woodlands and forests 5.47 5.91 5.55 -3.930***

Mountains and alpine areas 6.03 6.18 6.06 -1.468***

Lakes and rivers 6.11 6.14 6.12 -0.300***

Rolling hills 5.50 5.52 5.50 -0.190***

Plains and Farmland 4.88 4.96 4.90 -0.603***

Wildlife 5.97 5.91 5.96 0.509***

Historical sites 5.94 5.96 5.95 -0.176***

Marshland 4.63 4.74 4.65 -0.901***

River valleys 5.52 5.51 5.52 0.061***

Cityscapes 4.31 4.09 4.27 1.485***

Literary sites 4.26 4.58 4.32 -2.240***

Movie or television sites 3.85 3.43 3.77 2.757***

Note: Mean values are based on a 7-Point scale (1 = not at all interested to 7 = very interested); * p < .05; ** p < .01;

*** p < .001

Attitudes toward Scenic Drive Tourism Table 10 indicates that respondents to this survey are generally pleased with the scenic

drives they have taken while visiting a destination. It is interesting to note that statistically

significant differences between the two countries were recorded for only two variables. But, both

were related to travel information sources. As indicated in Tables 2, 3, and 4, American

respondents are more likely to obtain and use information prior to taking and while on a scenic

drive. The table 10 results confirm this. American travellers were more likely to create a travel

itinerary based on the driving route and available amenities and they usually find that there is

sufficient information available while on the drive. Obviously getting information into the hands

of US visitors to a destination is important.

Table 10. Attitudes toward Scenic Drive Tourism by Country of Residence

Variable

Country of Residence

Total (n=855)

t-value Canada (n=695; 81.3%)

U.S. (n=160; 18.7%)

On the scenic drives I take, I normally create a

travel itinerary based on the driving route and

available amenities. 4.38 4.98 4.49 -3.612***

I take a scenic drive at a destination as it is

something to do while visiting the area. 5.70 5.85 5.72 -1.306***

I usually find that the scenic drives I take are an

excellent reason to visit the destination. 5.42 5.60 5.45 -1.408***

On the scenic drives I take, I usually find that there

is sufficient directional signage. 5.28 5.46 5.32 -1.506***

On the scenic drives I take, I usually find that taking

the drive was a good way to spend some of my time

while visiting the destination. 6.00 6.12 6.02 -1.208***

On the scenic drives I take, I usually find that

having information about the drive with me

increases the enjoyment of the drive. 5.93 6.11 5.96 -1.570***

I would recommend that others take the scenic

drives I take when visiting a destination. 5.92 5.90 5.92 0.179***

On the scenic drives I take, I usually find that roads,

paths, etc., are clear of garbage and debris. 5.45 5.63 5.49 -1.377***

I like to take scenic drives where there is enough to

see and do to spread the drive over multiple days. 4.40 4.48 4.42 -0.482***

On the scenic drives I take, I usually find that it is

better to stay overnight in the area than to do to

whole drive in one day. 4.53 4.48 4.52 0.323***

On the scenic drives I take, I usually find that there

are enough pull-offs on the drive to rest, picnic, take

photos, etc. 5.34 5.54 5.38 -1.610***

On the scenic drives I take, I usually find that there is

sufficient information available while on the drive. 5.12 5.39 5.17 -2.320***

I like to take scenic drives that include numbered

attractions to stop at along the route. 5.04 5.10 5.05 -0.410***

Note: Mean values are based on a 7-Point Likert scale (1 = strongly disagree to 7 = strongly agree); * p < .05; *** p

< .001

This may also influence attitudes toward scenic drives. Overall, U.S. respondents rated

scenic driving tour higher. This is evident for the statements regarding the view that taking a

scenic drive was a good way to spend time, and that scenic drives are an excellent reason to visit

the destination. However, in terms of the statement regarding recommending that others take the

scenic drives I take when visiting a destination, respondents from both countries were equally

likely to do so.

Responses to this question also reinforced the view that those who take scenic drives like

to take scenic drives over one day, and to not necessarily make it a location to stay. Rather it

seems respondents like to stay in one central location and tour in areas of interest. Clearly, the

respondents to this survey enjoy scenic drives and feel taking such drives is a good way to spend

some of time while visiting a destination, and is a positive activity is while visiting the area.

DISCUSSION AND CONCLUSIONS

Regional tourism organizations must recognize the importance of developing and

marketing scenic drives to increase the economic benefits that visitation offers. Given that both

countries of origin do extensive research in advance (73.2%), it is important that those

responsible for marketing these routes and regions have the appropriate promotional materials

available and utilize a targeted means of communicating with potential visitors. Visitor

information centres (VIC’s) at the destination are critical for both Canadian and American

visitors in obtaining information; however these centres are more important for US visitors. US

travellers also are more likely to use the website of the destination and the official scenic drive

website or auto club as information sources. Canadians use word of mouth, advertising on

television, travel agents and trade shows as information sources.

Given the strong use of VIC’s and more Americans deciding to take the scenic drive after

arriving at the destination, it is important to promote scenic tours both prior to and during the trip.

During the trip itself, a half day (4-5 hours) is the preferred length of time for scenic drives.

From a tourism development perspective, it is important that scenic tours and sub-themed tours

be designed within this time frame. All respondents preferred scenic drives with natural

landscapes such as coastlines and mountains however Canadians were more likely to be

interested in movie/television sites while US travellers tended to more interested in woodlands

and literary sites.

This study compared and contrasted two countries of origin, Canada and the US as it

pertains to scenic drives. Statistical differences between the two countries of origin are evident in

attitudes, reasons for taking scenic drives, preferred types of drives and information sources.

However, the vast majority of both Canadian and US self-drive market usually take scenic drives

at a destination while traveling and scenic drives accounted for a surprisingly high (52%) of the

decision to a visit a particular destination. This study illustrates the importance of scenic drive

tourism and the ability to increase tourism receipts for regional tourism destinations. As a

tourism product, scenic drives are critically important in influencing tourism visitation (both

Canadian and US) and the flow of tourists in a destination.

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Tyrrell, T. J., & Devitt, M. F. (1999). Valuing Changes to Scenic Byways. In A. Pizam, & Y. Mansfeld (Eds.), Consumer Behavior in Travel and Tourism (pp. 227-244). New York: The Haworth Hospitality Press.

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Contact Information:

Sean Hennessey, Ph.D. School of Business Administration University of Prince Edward Island Charlottetown, PE, CANADA C1A 4P3 Phone: 1-(902)-566-0564; Fax: 1-(902)-628-4302 E-mail: [email protected]


The Importance of Scenic Drive Tourism: An Exploratory Study

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