0138142475 pp7a

Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]

It’s Tourism: Concepts and PracticesJohn Walker

Tourism Research

Chapter 7



Objectives• After reading and studying this

chapter, you should be able to:– Know why tourism research is necessary– Realize the importance of research

goals– Explain the types of research– Describe the research process– Design a questionnaire



• Imagine you want to open a resort– You must consider:

• Where would you open the resort?• Is the location seasonal?• What type of resort will it be?• Will the resort have a theme or concept?• Who will potential guests be?• Who will be your competition?• Where are they located?

Introduction



• Tourism research: – Aids tourism entities in the journey to

finding the answers to these questions• As well as the many other questions that are

sure to arise

Introduction (cont’d.)



• World Tourism Organization:– Reports that tourism has become a

major source of foreign exchange• International tourism has grown rapidly in

recent decades – Ranks second only to oil in world trade

Why is Research Necessary?



• Tourism research provides information– Facilitates the decision-making process– Now supported by:

• More than 40 academic journals• Several conferences• Many organizations

Why Research? (cont’d.)



• General goals for businesses:– Identify market trends– Unveil economic impact, occupancy

trends, and general consumer behavior– Aids in creating additional sources of

possible profits • Uncovers preexisting sources that are not

profitable

Research Goals



– Examines performance of certain areas in an operation

– Monitors guest satisfaction– Assists in drawing attention to potential

problems

Research Goals (cont’d.)



• For consumers:– Aids in the decision-making process– Rating systems are used as a guide

• American Automobile Association (AAA) five diamond rating system

Research Goals (cont’d.)



• Descriptive research (i.e., statistical research)– Aims to answer who, what, where, when,

and why? • Used to describe characteristics• Focuses on a particular variable (e.g.,

consumer habits)• Does not aim to uncover causation• Does not influence variables

Categories of Research



• Analytical research (i.e., explanatory research)– Seeks to uncover causation– Once a pattern has been uncovered:

• Hypothesis may be derived • Influencing factors are examined further

– Not generalizable • Specific to the circumstance

Categories (cont’d.)



• Predictive research – Aims to make a prediction about an

occurrence – Based on past behaviors, attitudes,

demographics, and generalized phenomena




• Normative research (i.e., applied research)– Aims to uncover facts– Seeks to provide recommendations for

future improvements– Less concrete

• Requires a subjective point of view




• Qualitative research– Subjective or humanistic techniques

• Quantitative methods use mathematical models

– Quicker to conduct than quantitative– Takes unique feelings into account– Much tourism research lends itself to

qualitative techniques

Types of Research



• Quantitative research– Statistical analysis

• Researcher gathers data and evaluates them to locate trends or correlations

• Begins with null hypothesis (supposes no patterns exist)

• Using situational analysis, the researcher may uncover possible relationships

Types of Research (cont’d.)



• Survey method – Most frequent type of research

conducted• Gathers information about human

populations by asking questions of respondents

– Representative sample should reflect the characteristics of the population




• Survey types– Opinion surveys

• Based on personal opinion, attitude, or belief

– Interpretative surveys• Ask respondents to answer why they chose

a particular course

– Factual surveys• Concrete questions• Answers based on fact alone




• Survey administration– Mail surveys

• Low cost and eliminates bias• Low response rate and assumes literacy

level

– Electronic devices• Transmitted via e-mail messages, websites,

distributed on public computers, etc.• Fast, low in cost, and provides anonymity• Difficult to obtain a representative sample




• Interview types:– Structured interviews

• Least flexible• Includes prearranged interview questions

– Close-ended (e.g., yes/no, scaled, or multiple choice)

• Often use codes for responses• Restricts questions and responses• Quick to administer and easy to analyze




– Semistructured interviews• Allows follow up questions• Has a schedule to follow

– Ensures topics are covered

• More time consuming, but less limiting

– Unstructured interviews• No prearranged format• Open-ended questions• Primarily used in sociological contexts




Types of Research (cont’d.)– Telephone surveys

• Questions are asked over the telephone from a questionnaire

• Answers are recorded into a computer database

• Fast to conduct and less costly• Type and number of respondents are limited• Respondents may skew answers



Types of Research (cont’d.)– Focus groups

• Gather 6 to 12 prescreened respondents– Prescreening ensures relevancy to the target

market

• Focused questions are asked about the topic

• Qualitative; purpose is to develop a broad and deep understanding

• Usually takes between one to two hours• Often used to provide a basis for further

research and/or to uncover traveler motivations



Types of Research (cont’d.)• Experimental method

– Examines cause-and-effect relationships under controlled conditions

• Involves setting up a test, or experiment, to simulate what happens in the real world

– Two variables:• Independent variable (IV) is manipulated• Dependent variable (DV) is measured



Types of Research (cont’d.)• Experimental method limitations

– Validity• Experiment truly measures construct of

interest– All variables not of interest must be eliminated

– Confounding or extraneous variables• Hard to separate from the IV and DV• Can influence variables of interest

– For this reason, rarely used in tourism research



Types of Research (cont’d.)• Observational method (i.e.,

naturalistic observation)– Examining constructs of interest in real-

world conditions• Researcher observes and acts like a

shadow– Must be careful not to interfere with variables – Variables interfered with are reactive (no longer

valid)



Types of Research (cont’d.)• Observational method is more

objective and accurate– Eliminates bias and allows observation

of spontaneous behaviors

• Limitations:– Cannot answer why something occurred– Can be costly– Circumstances may be limited



• Primary steps:1. Problem identification

2. Demand or situational analysis• All pertinent information is gathered• Demand and background information is

analyzed

3. Informal investigation• Hypothesis development begins

Research Process



4. Research design• Identification of variables, to be obtained,

and procedures that will be carried– Primary data: original data collected by and for

the research design at hand– Secondary data: previously collected data that

may be of interest

5. Data collection

6. Data analysis and interpretation• Data is coded, tabulated, and analyzed

Research Process (cont’d.)



7. Research findings• Cross-tabulation reveals statistical data• Data is interpreted and written up in a report

– Includes relevant background information, research methodology, detailed analysis of findings, recommendations, and copies of forms used

– Some use tables and/or diagrams– Abstract may be included at the beginning

(summary of objectives, findings, and recommendations)

Research Process (cont’d.)



• Before starting to design a questionnaire:– Researcher must clearly define and

clarify research goals– Length, complexity, and question

sensitivity must be weighed

Designing Questionnaires



• Selecting the answer format:– Multiple choice: fixed number of options– Likert scale: least to most agreement– Ordinal: rank– Categorical: choose one category – Numerical: asks for numeric value

Questionnaires (cont’d.)



• Travel and Tourism Research Association (TTRA) – Provides sources of information

• United Nations World Tourism Organization (UNWTO)– Conducts research on various aspects

of tourism

Recommendations



• Tourism Industries, U.S. Department of Commerce Office of Travel and Tourism Industries (OTTI) – Collects, analyzes, and disseminates

international travel and tourism statistics

• U.S. Travel Data Center (USTDC)– Research division of the Travel Industry

Association (TIA)

Recommendations (cont’d.)



• Tourism research – Vital asset to the industry– Assists in identification of market trends– Helps unveil economic impact of

tourism, occupancy trends, and consumer behavior

Conclusion



• Market research– Assists businesses in ascertaining the

need for new products– Aids in creating additional sources of

possible profits– Uncovers preexisting sources that are

not profitable

Conclusion (cont’d.)



• For the consumer:– Tourism research aids in the decision-

making process

• Tourism research is dependent on:– Clearly defined research goals– A thorough demand analysis– A well-developed research design

Conclusion (cont’d.)



• Tourism will continue to be a fast growing sector in research– Research will focus on:

• Travelers taking shorter vacations and Internet use

• Increased demand for destinations that protect authenticity and geographic character

• Baby boomers, Generation X and Y• Economy and consumer confidence

fluctuations

Trends

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