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July 1992

Targeting The Elusive, Unfaithful Skier Market

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New research sponsored by USIA shows that people who say they are skiers are not necessarily the ones on the slopes. Called the USIA Vacation Planning Study, the research tells a story of many well-intentioned skiers who were never convinced to act. A comparison of the National Skier Opinion Survey (NSOS) study and this one reveals the differences between those who said they would ski and those who did.