02485cam a2200253 i 450000100070000000500170000700700030002400800410002702000180006802000180008602000150010405000180011910000180013724500900015526000340024530000470027950400510032650504570037752012600083465000250209465000380211965000380215765000360219583202020230531231331.0tz181023t20182018enka     b    001 0 eng d  a9781138042162  a9781138042162  a113804216100aG155.7b.K65M1 aKolb, Bonita,10aMarketing research for the tourism, hospitality and events industries /cBonita Kolb.  aNew York :bRoutledge,c2018.  aviii, 224 pages :billustrations ;c26 cm.  aIncludes bibliographical references and index.2 aResearching Changing Visitor Preferences -- Understanding Cultural and Ethical Research Issues -- Starting the Research Process -- Choosing Research Participants -- Writing a Visitor Survey -- Administering Visitor Surveys -- Moderating Focus Groups -- Managing Projective Techniques and Observation Research -- Conducting Visitor Interviews -- Using Social Media to Conduct Research -- Analyzing Research Data -- Preparing the Report and Presentation.  a"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. 0aTourismxMethodology 0aHospitality industryxMethodology 0aEntertainment eventsxMethodology 0aMarketing researchxMethodology