Quiz 5 TB Outlines - 01:36 LearningObjectives

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Chapter 18 Notes – Travel and Tourism Research 01:36 Learning Objectives: Recognize the role and scope of travel research Recognize the usefulness of different types of tourism research Learn the travel research process Study secondary data and how they can be used Understand the methods of collecting primary data Know who does travel research Introduction It is the task of the travel agent to gather and analyze data to help travel managers  make decisions Travel research is the systematic, impartial designing and conducting of investigations  to solve travel problems Two main sources of data Primary – original and collected to solve a problem Secondary – research that already exists and collected for other purposes Two main types of research Exploratory – qualitative and provides insights to situation Scientific – quantitative and follows a scientific process that allows the results to be  generalized to the population Research reduces risk in decision making which has a great impact on success of  failure of a tourism enterprise Types of Tourism Research
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The Economic Impact of Tourism Frechtling provides a comprehensive treatment on assessing the economic impacts of  travel and tourism Awareness and Image Research Determining the level of awareness of the destination in key market segments Know the nature of the image of their destination in key market segments Visitor Satisfaction Research Determine the level of visitor satisfaction regarding their visit and the aspects of their  visitation experience that were viewed most favorably and least favorably Competitor Research Competitor analysis that identifies both direct and indirect competitors in local, regional,  national, and international markets.  Company site, product offering, pricing, service levels, marketing staff SWOT Analysis Strengths and weakness of your company/destination and opportunities that exist in the  local,   regional, national, and international environments Consumer/Tourist Behavior Research Asking potential and/or current visitors to describe the decision process they go through in choosing a destination to visit Identify factors that have the greatest influence Futures Research Uses Delphi technique Identifies factors most likely to influence destination performance and success in the  future Useful for policy formulation and destination design Destination Vision Research Define a consensus-based description of the kind of destination that residents would  like to see some 20 to 50 years into the future
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Social Impact Research Counterpart of economic impact research
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