Objectives

2. Objectives • After reading and studying this chapter, you should be able to: • Know why tourism research is necessary • Realize the importance of research goals • Explain the types of research • Describe the research process • Design a questionnaire

3. Imagine you want to open a resort You must consider: Where would you open the resort? Is the location seasonal? What type of resort will it be? Will the resort have a theme or concept? Who will potential guests be? Who will be your competition? Where are they located? Introduction

4. Tourism research: Aids tourism entities in the journey to finding the answers to these questions As well as the many other questions that are sure to arise Introduction (cont’d.)

5. World Tourism Organization: Reports that tourism has become a major source of foreign exchange International tourism has grown rapidly in recent decades Ranks second only to oil in world trade Why is Research Necessary?

6. Tourism research provides information Facilitates the decision-making process Now supported by: More than 40 academic journals Several conferences Many organizations Why Research? (cont’d.)

7. General goals for businesses: Identify market trends Unveil economic impact, occupancy trends, and general consumer behavior Aids in creating additional sources of possible profits Uncovers preexisting sources that are not profitable Research Goals

8. Examines performance of certain areas in an operation Monitors guest satisfaction Assists in drawing attention to potential problems Research Goals (cont’d.)

9. For consumers: Aids in the decision-making process Rating systems are used as a guide American Automobile Association (AAA) five diamond rating system Research Goals (cont’d.)

10. Descriptive research (i.e., statistical research) Aims to answer who, what, where, when, and why? Used to describe characteristics Focuses on a particular variable (e.g., consumer habits) Does not aim to uncover causation Does not influence variables Categories of Research

11. Analytical research (i.e., explanatory research) Seeks to uncover causation Once a pattern has been uncovered: Hypothesis may be derived Influencing factors are examined further Not generalizable Specific to the circumstance Categories (cont’d.)

12. Predictive research Aims to make a prediction about an occurrence Based on past behaviors, attitudes, demographics, and generalized phenomena Categories (cont’d.)

13. Normative research (i.e., applied research) Aims to uncover facts Seeks to provide recommendations for future improvements Less concrete Requires a subjective point of view Categories (cont’d.)

14. Qualitative research Subjective or humanistic techniques Quantitative methods use mathematical models Quicker to conduct than quantitative Takes unique feelings into account Much tourism research lends itself to qualitative techniques Types of Research

15. Quantitative research Statistical analysis Researcher gathers data and evaluates them to locate trends or correlations Begins with null hypothesis (supposes no patterns exist) Using situational analysis, the researcher may uncover possible relationships Types of Research (cont’d.)

16. Survey method Most frequent type of research conducted Gathers information about human populations by asking questions of respondents Representative sample should reflect the characteristics of the population Types of Research (cont’d.)

17. Survey types Opinion surveys Based on personal opinion, attitude, or belief Interpretative surveys Ask respondents to answer why they chose a particular course Factual surveys Concrete questions Answers based on fact alone Types of Research (cont’d.)

18. Survey administration Mail surveys Low cost and eliminates bias Low response rate and assumes literacy level Electronic devices Transmitted via e-mail messages, websites, distributed on public computers, etc. Fast, low in cost, and provides anonymity Difficult to obtain a representative sample Types of Research (cont’d.)

19. Interview types: Structured interviews Least flexible Includes prearranged interview questions Close-ended (e.g., yes/no, scaled, or multiple choice) Often use codes for responses Restricts questions and responses Quick to administer and easy to analyze Types of Research (cont’d.)

20. Semistructured interviews Allows follow up questions Has a schedule to follow Ensures topics are covered More time consuming, but less limiting Unstructured interviews No prearranged format Open-ended questions Primarily used in sociological contexts Types of Research (cont’d.)

21. Types of Research (cont’d.) Telephone surveys Questions are asked over the telephone from a questionnaire Answers are recorded into a computer database Fast to conduct and less costly Type and number of respondents are limited Respondents may skew answers

22. Types of Research (cont’d.) Focus groups Gather 6 to 12 prescreened respondents Prescreening ensures relevancy to the target market Focused questions are asked about the topic Qualitative; purpose is to develop a broad and deep understanding Usually takes between one to two hours Often used to provide a basis for further research and/or to uncover traveler motivations

23. Types of Research (cont’d.) Experimental method Examines cause-and-effect relationships under controlled conditions Involves setting up a test, or experiment, to simulate what happens in the real world Two variables: Independent variable (IV) is manipulated Dependent variable (DV) is measured

24. Types of Research (cont’d.) Experimental method limitations Validity Experiment truly measures construct of interest All variables not of interest must be eliminated Confounding or extraneous variables Hard to separate from the IV and DV Can influence variables of interest For this reason, rarely used in tourism research

25. Types of Research (cont’d.) Observational method (i.e., naturalistic observation) Examining constructs of interest in real-world conditions Researcher observes and acts like a shadow Must be careful not to interfere with variables Variables interfered with are reactive (no longer valid)

26. Types of Research (cont’d.) Observational method is more objective and accurate Eliminates bias and allows observation of spontaneous behaviors Limitations: Cannot answer why something occurred Can be costly Circumstances may be limited

27. Primary steps: Problem identification Demand or situational analysis All pertinent information is gathered Demand and background information is analyzed Informal investigation Hypothesis development begins Research Process

28. Research design Identification of variables, to be obtained, and procedures that will be carried Primary data: original data collected by and for the research design at hand Secondary data: previously collected data that may be of interest Data collection Data analysis and interpretation Data is coded, tabulated, and analyzed Research Process (cont’d.)

29. Research findings Cross-tabulation reveals statistical data Data is interpreted and written up in a report Includes relevant background information, research methodology, detailed analysis of findings, recommendations, and copies of forms used Some use tables and/or diagrams Abstract may be included at the beginning (summary of objectives, findings, and recommendations) Research Process (cont’d.)

30. Before starting to design a questionnaire: Researcher must clearly define and clarify research goals Length, complexity, and question sensitivity must be weighed Designing Questionnaires

31. Selecting the answer format: Multiple choice: fixed number of options Likert scale: least to most agreement Ordinal: rank Categorical: choose one category Numerical: asks for numeric value Questionnaires (cont’d.)

32. Travel and Tourism Research Association (TTRA) Provides sources of information United Nations World Tourism Organization (UNWTO) Conducts research on various aspects of tourism Recommendations

33. Tourism Industries, U.S. Department of Commerce Office of Travel and Tourism Industries (OTTI) Collects, analyzes, and disseminates international travel and tourism statistics U.S. Travel Data Center (USTDC) Research division of the Travel Industry Association (TIA) Recommendations (cont’d.)

34. Tourism research Vital asset to the industry Assists in identification of market trends Helps unveil economic impact of tourism, occupancy trends, and consumer behavior Conclusion

35. Market research Assists businesses in ascertaining the need for new products Aids in creating additional sources of possible profits Uncovers preexisting sources that are not profitable Conclusion (cont’d.)

36. For the consumer: Tourism research aids in the decision-making process Tourism research is dependent on: Clearly defined research goals A thorough demand analysis A well-developed research design Conclusion (cont’d.)

37. Tourism will continue to be a fast growing sector in research Research will focus on: Travelers taking shorter vacations and Internet use Increased demand for destinations that protect authenticity and geographic character Baby boomers, Generation X and Y Economy and consumer confidence fluctuations Trends