Images of camping's attraction and environment, reported in a nationwide sample survey of households in 1973, provide a means of identifying new market prospects and suggest marketing strategiesfor overcoming the perceptual barriers of many prospective campers. Across all regions of the country, heads of households who are under 30 years of age have the most favorable images of camping. The best marketing prospects for major census regions are identified, and the need for reinforcing specific images of camping is described.