In 2014 Tourism Australia decided to promote Australia's food and wine experiences

Link:

http://www.tourism.australia.com/en/about/our-campaigns/food-and-wine.html

in the belief that "... great food, wine, and local cuisine is a major factor influencing holiday decision making ..." Tourism Australia has spent well over $20 million on this effort so far, developing appropriate content (video, stories, etc.) building websites and on online and offline promotion. This is a large investment, even for Tourism Australia, so it was important for Tourism Australia to do some research to confirm whether food and wine is actually a major factor influencing decision making for each key tourism market (or whether some other factor like outdoor adventures or cosmopolitan cities is more important) and whether the content for a food and wine campaign targeting the USA could be re-purposed for other markets, such as China, or whether each market needed customized content. Now suppose you are the vice-president of marketing for Destination Canada and you need to decide how to allocate your marketing budget.

You are wondering:

a. what the major factors influencing holiday decision making for American travellers open to considering vacationing in Canada and

b. whether the key factors are the same or different for the UK market.

You need to do (or commission) some research to help you determine a) whether you should be spending your budget developing a food and wine campaign, an outdoor adventure campaign or focus on some other factor(s) and b) whether you can repurpose your USA campaign for the UK.