Topic: Bring on The Cold (McDaniel et al., 2009) If there is one thing we can agree about in Canada, it is that most people seem to like to complain about the weather. On any given day, people will be saying that it is too hot or cold, too wet, or too dry. But what do we know about how people actually feel about the weather? Thanks to Ipsos Reid, we know more. In a 2012 survey, Ipsos Reid found that when it comes to weather in Canada, 23 percent of Canadians love the cold. However, this is not whole story. Almost half(49%)report that this preference for the cold is a short-lived one and they can only take the snow and cold for short periods of time. Another 28 percent are those that detest winter and would rather be somewhere warm, like a beach at a tropical destination. Results of the winter preference poll also find a gender difference in our desire for cold -can you guess in what direction? Men are more likely to report a preference for snow and cold ( 28 percent) than women (19 percent). These survey results show an important marketing opportunity for any one in the tourism industry. There are also implications for the movie business-as the temperature drops, consumer preference for romantic movies increases (Hong \& Sun, 2012). Questions 1. What can travel agents do to determine what other important features to include in their vacation offerings?