Why the industry needs tourism research
The tourism industry needs research data for a variety of purposes. It helps to:
- Identify opportunities for product development
- Set prices in relation to those of competitors and to what consumers are willing to pay
- Ensure that the distribution network is working effectively
- Select the best combination of promotional techniques and the most appropriate advertising media
- Subdivide the total market into segments which can be targeted by the organization
- Make adjustments to customer service in the light of customer comments
- Review and change brands and logos
- Make decisions about investment in new facilities
- Choose locations for new hotels and new developments
- Suggest opportunities for diversification
Adapted from Horner, S., & Swarbrooke, J. (2006). Consumer Behaviour in Tourism.
