Although fall color touring has long been pursued by the traveling public and promoted by destinations, it has been the subject of extraordinarily little research. This article helps fill this knowledge gap and assists destination marketers seeking to more effectively attract this market niche. Analyses of data from a telephone survey of households in the Great Lakes region indicate that marketers who wish to attract fall color tourists should promote a wide range of ancillary activities in addition to foliage viewing and target primarily older individuals in nearby markets.
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