Identifying active resident hosts of VFR visitors

Substantial tourism activity can be attributed to Visiting Friends and Relatives (VFR) travel. However, the identification and classification of hosts who are most active, participating in touristic attractions and culture, has received limited attention. This study surveyed residents of Toronto, Canada, and segmented them depending on their own activity while hosting. Findings show that highly active hosts are more likely to be immigrants, to be entertaining large groups of both friends and relatives, and to be hosting overseas visitors in the destination for the first time. The results have implications relating to the engagement of residents as destination ambassadors.