Marketing Research for the Tourism, Hospitality and Events Industries

List of contents

Chapter One: Researching Changing Visitor Preferences; Chapter Two: Understanding Cultural and Ethical Research Issues; Chapter Three: Starting the Research Process; Chapter Four: Choosing Research Participants; Chapter Five: Writing a Visitor Survey ; Chapter Six: Administering Visitor Surveys; Chapter Seven: Moderating Focus Groups ; Chapter Eight: Managing Projective Techniques and Observation Research; Chapter Nine: Conducting Visitor Interviews; Chapter Ten: Using Social Media to Conduct Research; Chapter Eleven: Analyzing Research Data; Chapter Twelve: Preparing the Report and Presentation;

About the author

Bonita Kolb is Emeritus Professor at Lycoming College, Williamsport, USA, currently living in Nashville, Tennessee.

Summary

This is a user-friendly textbook that 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.

Product details

• Authors: Kolb, Bonita Kolb, Kolb Bonita
• Publisher: Routledge Academic
• Languages: English
• Product format: Paperback / Softback
• Released: 31.03.2018
• EAN: 9781138042162
• ISBN: 978-1-138-04216-2
• Dimensions: 175 mm x 245 mm x 10 mm
• Subjects: Guides > Health; Social sciences, law, business > Business > Advertising, marketing; Hospitality industry, Market research, Tourism industry, Hospitality and service industries, Events management industries