Marketing Research for the Tourism, Hospitality and Events Industries

This user-friendly textbook covers qualitative, quantitative and social media research methods to provide students and course leaders with an accessible guide for learning and teaching marketing research from start to finish.

List of contents

'1. Researching Changing Visitor Preferences. 2. Understanding Cultural and Ethical Research Issues. 3. Starting the Research Process. 4. Choosing Research Participants. 5. Writing a Visitor Survey. 6. Administering Visitor Surveys. 7. Moderating Focus Groups. 8. Managing Projective Techniques and Observation Research. 9. Conducting Visitor Interviews. 10. Using Social Media to Conduct Research. 11. Analyzing Research Data. 12. Preparing the Report and Presentation.

About the author

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

Product details

• Authors: Bonita Kolb, Kolb Bonita
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 20.06.2025
• EAN: 9781032940380
• ISBN: 978-1-0-3294038-0
• No. of pages: 190
• Subjects: Guides > Sport; Social sciences, law, business > Business > Individual industrial sectors, branches; Hospitality industry, Sports & outdoor recreation, Tourism industry, Hospitality and service industries, Sport & leisure industries, Retail and wholesale industries, Sports and Active outdoor recreation