2. 11th Edition - 2009 Chapter 18: Travel and Tourism Research Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and Marketing Recognize the role and scope of travel research Learn the travel research process Study secondary data and how it can be used Understand the methods of collecting primary data Know who does travel research Learning Objectives

3. 11th Edition - 2009 Chapter 18: Travel and Tourism Research Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and Marketing 1.To delineate significant problems 2.To keep an organization or a business in touch with its markets 3.To reduce waste 4.To develop new sources of profit 5.To aid in sales promotion 6.To create goodwill Uses of Travel Research Some uses or functions of travel research are:

4. 11th Edition - 2009 Chapter 18: Travel and Tourism Research Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and Marketing 1.Identify the problem 2.Conduct a situation analysis 3.Conduct an informal investigation 4.Develop a formal research design 5.Collect the data 6.Tabulate and analyze 7.Interpret 8.Write the report 9.Follow up The Travel Research Process

5. 11th Edition - 2009 Chapter 18: Travel and Tourism Research Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and Marketing Sources of Information Secondary Data Saves time and money if the data is related to your problem and is relatively current. The following criteria may be use to appraise the value of information obtained from secondary data sources: 1.The organizations supplying the data 2.The authority under which the data was gathered 3.Freedom from bias 4.Adequacy from the sample 5.The nature for the unit in which the data are expressed 6.Accuracy of the data 7.Pertinency to the problem 8.Careful work

6. 11th Edition - 2009 Chapter 18: Travel and Tourism Research Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and Marketing Basic Research Methods Focus Groups The Survey Method  Factual surveys  Opinion surveys  Interpretive surveys  Personal interviews  Telephone surveys  Mail surveys  Electronic devices  Internet surveys Observational method Experimental method © John Wiley & Sons, Inc, 2009