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Marketing for travel and tourism Unit 6+25

Marketing for travel and tourism Unit 6+25. Relevance of marketing research By : Vivian Oviasehi. Marketing research. Definition: A systematic process used by a business to find out about its customers and its markets ( thetimes 100.co.uk).

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Marketing for travel and tourism Unit 6+25

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  1. Marketing for travel and tourismUnit 6+25 Relevance of marketing research By: Vivian Oviasehi

  2. Marketing research • Definition: A systematic process used by a business to find out about its customers and its markets (thetimes 100.co.uk). It is an important management tool for service industries whose products are intangible

  3. Features of market research • Market trends (e.g domestic tourism in much demand?) • Customer behaviour and opinions (satisfaction and opinions about product or services) • Buying pattern (online, use of intermediaries or direct purchase) • Understanding other competitors strategies

  4. The market research process • Market research is conducted in order to gain information using two ways: • Primary - (direct information from customers using sources like questionnaires, interview) • Secondary – (existing information about the market gathered from sources like sales data, government statistics, company reports and trade journals)

  5. Relevance to management in T&T • Market research helps managers to understand customers view of their services e.g usage of business class, online or direct sale of tickets • Helps to ensure that customers needs and wants are meant through the product offer – e.g family holiday or single adult trips, all-inclusive or separate offerings • Keeping customers satisfied

  6. Class activities • Group discussion • Case study of a specified organisation

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