Marketing research for the tourism, hospitality and events industries / Bonita Kolb.
Material type:
TextPublisher: London ; New York : Routledge, 2018Copyright date: ©2018Description: viii, 224 pages : illustrations ; 26 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781138042148; 1138042145; 9781138042162; 1138042161Subject(s): Tourism -- Research -- Methodology -- Textbooks | Hospitality industry -- Research -- Methodology -- Textbooks | Entertainment events -- Research -- Methodology -- Textbooks | Marketing research -- Methodology -- TextbooksDDC classification: 658.8/3 LOC classification: G155.7 | .K65 2018| Item type | Current location | Collection | Call number | Status | Date due | Barcode |
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College Learning Resource Center General Circulation | Non-fiction | G 155.7 K81 2018 (Browse shelf) | Available | CL11884 |
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| G 155 .A1 .H236 2019 3G handy guide | G 155.A1 M67 2019 Marketing and managing tourism destinations / | G 155.A1 P635 2018 Tourism marketing for small business/ | G 155.7 K81 2018 Marketing research for the tourism, hospitality and events industries / | G 156.5 .K28 2018 Cultural and heritage tourism and management / | G156.5 .W43 2019 Ecotourism : | G516 .J52 2019 Adventure tourism and outdoor activities management : |
Includes bibliographical references and index.
Researching Changing Visitor Preferences -- Understanding Cultural and Ethical Research Issues -- Starting the Research Process -- Choosing Research Participants -- Writing a Visitor Survey -- Administering Visitor Surveys -- Moderating Focus Groups -- Managing Projective Techniques and Observation Research -- Conducting Visitor Interviews -- Using Social Media to Conduct Research -- Analyzing Research Data -- Preparing the Report and Presentation.
"This is a user-friendly textbook that covers qualitative, quantitative and social media methods, providing tourism, hospitality and events students and course leaders with an accessible guide for learning and teaching marketing research.The book contains essential information on how to conduct research on visitor trends, experiences, preferences and lifestyles, shedding light on customer preferences, product changes, promotional efforts and pricing differences to ensure the destination is successful. It offers guidance on how to write, conduct and analyze the results of surveys, or use qualitative methods such as focus groups, interviews, projective techniques and observation. It also illustrates how social media can be used as a new means to determine visitor preferences by analyzing online data and conversations. Other content includes suggestions and examples on turning research data into actionable recommendations as well as advice on writing and presenting the final report. Integrated with a wide range of case studies per chapter, this short and accessible textbook is essential reading for all students wishing to gain knowledge as to what visitors want from the travel, hospitality and/or event experience."--Provided by publisher.
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