The purpose of this study was to describe the day visitor population, to estimate its size over the season, to elicit reactions to the resort and investigate details of trip-making and expenditure while on holiday. The timing of the decision to visit Morecambe was also covered. Attitudinal/Behavioural Questions Holiday plans for 1973 (location), source of information, influences, method of booking (where applicable), type of accommodation, reasons for choice, particular likes/dislikes about Morecambe in 1972. Background Variables Age, sex, marital status.