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Title: Campground marketing: the heavy-half strategy
Author: LaPage, Wilbur F.;
Source: Research Note NE-93. Upper Darby, PA: U.S. Department of Agriculture, Forest Service, Northeastern Forest Experiment Station. 6p.
Publication Series: Research Note (RN)
Description: When we arrayed camping frequencies in order from the lowest to the highest number of days spent camping per year we found that half of the campers do much more than half of the camping. Campers in this heavy half consistently camp more, year after year, and are increasing their annual participation as well. Heavy-half campers have larger investments in camping equipment; and their annual camping expenditures are nearly three times that of the light half. Heavy-half campers are not strongly bound by preferences or "brand" loyalties for specific types of campgrounds; and therefore, they are a good focus for promotional campaigns.
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LaPage, Wilbur F. 1969. Campground marketing: the heavy-half strategy. Research Note NE-93. Upper Darby, PA: U.S. Department of Agriculture, Forest Service, Northeastern Forest Experiment Station. 6p.
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