1st Edition

Marketing Research for the Tourism, Hospitality and Events Industries

232 Pages 36 B/W Illustrations

by Routledge

Also available as eBook on:

Taylor & Francis eBooks
(Institutional Purchase)Opens in new tab or window

Description

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... Read more

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