METHODS OF CONDUCTING MARKETING RESEARCH IN THE TOURISM SECTOR
Keywords:
Key words: tourism marketing, marketing research, tourist behavior, market analysis, customer satisfaction, sustainable tourism, digital marketing toolsAbstract
Abstract: Marketing research plays a crucial role in the development of the tourism industry by providing valuable insights into consumer preferences, market trends, and competitive positioning. This article explores various methods of conducting marketing research within the tourism sector, highlighting both traditional and modern approaches. The effectiveness of these methods is discussed in the context of identifying tourist needs, enhancing service quality, and fostering sustainable tourism development.
References
1. Cooper, C., Fletcher, J., Fyall, A., Gilbert, D., & Wanhill, S. (2008). Tourism: Principles and Practice (4th ed.). Pearson Education Limited.
2. Middleton, V. T. C., Fyall, A., Morgan, M., & Ranchhod, A. (2009). Marketing in Travel and Tourism (4th ed.). Butterworth-Heinemann.
3. Hudson, S. (2008). Tourism and Hospitality Marketing: A Global Perspective. SAGE Publications.
4. UNWTO (2023). Tourism Market Intelligence and Competitiveness. World Tourism Organization. Retrieved from https://www.unwto.org
5. Govers, R., & Go, F. M. (2009). Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced. Palgrave Macmillan.
6. Kumar, V. (2014). 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization. Wiley.
7. Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet. Tourism Management, 29(4), 609–623.
8. Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468.
9. Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188.
