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Marketing research for the tourism, hospitality and events industries

Author: Bonita M Kolb
Publisher: Abingdon, Oxon ; New York, NY : Routledge, 2018.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"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 preferences, product  Read more...
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Genre/Form: Electronic books
Textbooks
Additional Physical Format: Print version:
(OCoLC)1008990706
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Bonita M Kolb
ISBN: 9781351702225 135170222X 9781315173900 1315173905 9781351702218 1351702211
OCLC Number: 1022782252
Description: 1 online resource : illustrations
Contents: Chapter 1 Researching changing visitor preferences / Bonita Kolb --
chapter 2 Understanding cultural and ethical research issue / Bonita Kolb --
chapter 3 Starting the research process / Bonita Kolb --
chapter 4 Choosing research participants / Bonita Kolb --
chapter 5 Writing a visitor survey / Bonita Kolb --
chapter 6 Administering visitor surveys / Bonita Kolb --
chapter 7 Moderating focus groups / Bonita Kolb --
chapter 8 Managing projective techniques and observation research / Bonita Kolb --
chapter 9 Conducting visitor interviews / Bonita Kolb --
chapter 10 Using social media to conduct research / Bonita Kolb --
chapter 11 Analyzing research data / Bonita Kolb --
chapter 12 Preparing the report and presentation / Bonita Kolb.
Responsibility: Bonita Kolb.

Abstract:

"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 preferences, product changes, promotional efforts and pricing differences to ensure the destination is successful. It offers guidance on how to write, conduct and analyze the results of surveys, or use qualitative methods such as focus groups, interviews, projective techniques and observation. It also illustrates how social media can be used as a new means to determine visitor preferences by analyzing online data and conversations. Other content includes suggestions and examples on turning research data into actionable recommendations as well as advice on writing and presenting the final report. Integrated with a wide range of case studies per chapter, this short and accessible textbook is essential reading for all students wishing to gain knowledge as to what visitors want from the travel, hospitality and/or event experience."--Provided by publisher.

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