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Tourism Research in European National Tourist Organizations

Tourism Research in European National Tourist Organizations. Chapter 14 Research Methodologies. What is an NTO?. A national tourist organization is a country’s official organization that is responsible for the development of promotion, research, and marketing of tourism of its country

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Tourism Research in European National Tourist Organizations

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  1. Tourism Research in European National Tourist Organizations Chapter 14 Research Methodologies

  2. What is an NTO? • A national tourist organization is a country’s official organization that is responsible for the development of promotion, research, and marketing of tourism of its country • Dependent on the national policy, every country formulates its own goals for the NTO

  3. Activities of NTO’s • There are two types: • Tourist information • Tourist promotion • Both activities are directed straight at the consumer, for example, the foreign tourist

  4. Consumer Oriented activities • The main objective of promotional activities is to inform the public about the NTO’s home country, this can be done through such things as: • By mail • Clients inquiries by phone • Printed matter • Multi-dimensional presentations • Tourist literature • Radio and TV • Advertising campaigns

  5. Research • Research is of vital importance and there are many different ways to conduct research: • Desk Research – gathering and collecting information on tourism research carried out by others • Field Research – a comprehensive research in a given country

  6. Research • Qualitative Research – describing a market with respect to such features as, the number of visitors • Quantitative Research – mainly interested in such factors as, motives, attitudes, and images that form the basis of human behavior • Market Research – which market segments in a particular country should be covered and how

  7. Research • Coupon Research – information that can be obtained through coupons included in advertisements in journals and magazines • Image Research – how to approach a particular market; how does a foreigner perceive its country • Participation Research – testing new designs or posters by submitting them to a panel for review

  8. Research • Photographs and pictures – to analyze behaviors in groups • Letters – reviewing questions or complaints that have been submitted

  9. Conclusion • There are many differences between the various countries and their respective NTO’s and the types of research that they are conducting • Western Europeans on have focused on two types of activities: • Consumer promotion • Trade oriented promotion

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