Research in State and Provincial Travel Offices Chapter 15 Research Methodologies

Current Levels of Involvement Travel Offices conduct a variety of programs including: Travel Offices conduct a variety of programs including: Advertising, promotion, provision of information to consumers, operation of highway welcome centers, participation in travel shows, package tour development, education and training, and research Advertising, promotion, provision of information to consumers, operation of highway welcome centers, participation in travel shows, package tour development, education and training, and research

Research Needs Existing Data – a careful review of research conducted in the past by the travel offices and other existing sources of data Existing Data – a careful review of research conducted in the past by the travel offices and other existing sources of data Major Users of Research Major Users of Research Travel offices Travel offices Other state and provincial agencies Other state and provincial agencies Primary tourism serving businesses Primary tourism serving businesses Secondary businesses Secondary businesses Travel industry associations Travel industry associations Educational associations Educational associations Citizen’s associations Citizen’s associations

Importance of Travel and Tourism to the Economy Areas highly dependent on travel as a source of jobs, for example, may consider economic impact studies and market research to be most important Areas highly dependent on travel as a source of jobs, for example, may consider economic impact studies and market research to be most important Areas with less developed travel industries may place a higher priority on research designed to document current levels of investment in the industry, to compile inventories of travel and tourism resources, and to identify geographic areas having potential for growth and new target markets for travel promotion Areas with less developed travel industries may place a higher priority on research designed to document current levels of investment in the industry, to compile inventories of travel and tourism resources, and to identify geographic areas having potential for growth and new target markets for travel promotion

Level of Citizen and Legislative Support It has been shown that states having active citizen, executive, and legislative support are most likely to succeed in their travel promotion programs It has been shown that states having active citizen, executive, and legislative support are most likely to succeed in their travel promotion programs

Types of Research Conducted by the Travel Offices Impact Analysis Impact Analysis Refers to the broad category of research designed to measure the positive and negative economic, psychological, environmental, and social effects of travel and tourism activity Refers to the broad category of research designed to measure the positive and negative economic, psychological, environmental, and social effects of travel and tourism activity Market Analysis Market Analysis Identifies and describes current and potential markets Identifies and describes current and potential markets

Types of Research Conducted by the Travel Offices Evaluation Evaluation Consists of the measurement of the degree to which the stated goals of a specific marketing or other program are being or were achieved Consists of the measurement of the degree to which the stated goals of a specific marketing or other program are being or were achieved Identification of travel and tourism resources Identification of travel and tourism resources To describe the travel and tourism product by compiling an inventory of travel related business establishments; natural, scenic, and cultural attractions; and special events within the state and province To describe the travel and tourism product by compiling an inventory of travel related business establishments; natural, scenic, and cultural attractions; and special events within the state and province

Types of Research Conducted by the Travel Offices Monitoring travel activity over time Monitoring travel activity over time Is to continually monitor travel activity in an effort to determine how the travel product and markets, economic, and other impacts of travel on the state or province, and effectiveness of travel office programs change over time. Is to continually monitor travel activity in an effort to determine how the travel product and markets, economic, and other impacts of travel on the state or province, and effectiveness of travel office programs change over time.

Development of a Travel Research Program Assess Research Needs Assess Research Needs Consider limitations Consider limitations Establish Priorities Establish Priorities Investigate Alternatives Investigate Alternatives Monitor Research Programs Monitor Research Programs

Conclusion State and Provincial travel offices provides important information services to the traveling consumer unavailable anywhere else State and Provincial travel offices provides important information services to the traveling consumer unavailable anywhere else Research is important only to the extent that it provides data that are helpful in achieving the travel offices primary goals Research is important only to the extent that it provides data that are helpful in achieving the travel offices primary goals To be most effective, research must be based on a thorough assessment of the needs of the particular state or province To be most effective, research must be based on a thorough assessment of the needs of the particular state or province