About the Project
The Institute for Hospitality and Tourism Research partnered with Tourism Toronto, the Destination Marketing Organization, and Regional Tourism Organization, on an important research project that helped gain insight on the region’s international visitors. Students were trained to conduct surveys, and went through security gates at Toronto Pearson Airport to survey people waiting for flights to destinations that Tourism Toronto had identified as target markets. The study helped provide insight into visitors’ behaviour and perceptions of Toronto as a destination, and was run year round collecting approximately 5,000 responses a year.
About the Researcher
Tom Griffin is an Assistant Professor at the Ted Rogers School of Management and his work focuses on destination marketing and visiting friends and relatives travel.
575 Bay Street (entrance at 55 Dundas Street West)
Room: TRS 3-175, 9th floor Toronto, Ontario, Canada M5G 2C3
350 Victoria Street, Toronto, Ontario, Canada M5B 2K3