000			03341cam a2200457 i 4500
999			_c45645 _d45645
001			20716883
003			OSt
005			20191121022807.0
008			181023t20182018enka b 001 0 eng d
010			_a 2018418133
020			_a9781138042148 _q(hardback)
020			_a1138042145 _q(hardback)
020			_a9781138042162 _q(paperback)
020			_a1138042161 _q(paperback)
020			_z9781315173900 _q(ebook)
020			_z1315173905 _q(ebook)
035			_a(OCoLC)on1008990706
040			_aYDX _beng _cYDX _erda _dSEA _dBDX _dOCLCF _dSINLB _dUKOBU _dCULIB _dDLC
042			_alccopycat
050	0	0	_aG155.7 _b.K65 2018
082	0	4	_a658.8/3 _223
100	1		_aKolb, Bonita M., _eauthor. _9117
245	1	0	_aMarketing research for the tourism, hospitality and events industries / _cBonita Kolb.
264		1	_aLondon ; _aNew York : _bRoutledge, _c2018.
264		4	_c©2018
300			_aviii, 224 pages : _billustrations ; _c26 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	2		_aResearching 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.
520			_a"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.
650		0	_aTourism _xResearch _xMethodology _vTextbooks. _9118
650		0	_aHospitality industry _xResearch _xMethodology _vTextbooks. _9119
650		0	_aEntertainment events _xResearch _xMethodology _vTextbooks. _9120
650		0	_aMarketing research _xMethodology _vTextbooks. _9121
906			_a7 _bcbc _ccopycat _d2 _encip _f20 _gy-gencatlg
942			_2lcc _cBK