, 3.1 defining the tourism market - market research and analysis: Customer references for destinations:
3.1A Aims of Market research and analysis: • customer preferences are expectations, likes, dislikes,
motivations and inclinations that drive a customer to
The Market: purchase specific products.
• Tourist preference is the act of selecting from among a
• The tourism market consists of all persons and businesses that buy and sell tourism set of choices as influenced by one’s motivations
services and products.
• To understand the tourism market, there is a need to carry out an assessment of the Popularity of destinations:
market environment by using market research.
• Market research is the systematic, objective collection and analysis of data about a • When it comes to choosing a holiday destination, it’s
specific target market, competition or environment. always interesting to see the locations other people are
interested in around the world.
Customer needs and wants: • Popularity of destinations can be measured by awards,
customer opinion polls, total number of visitor trips and
• A need is a consumers desire for product’s or services specific benefit, whether that be even by assessing the amount of times a destination has
functional or emotional. A want is the desire for products or services that are not been searched on google.
necessary, but which consumers wish for.
• It is important for any organization within the tourism industry to successfully meet Competition amongst destinations:
their clients needs, as this is what will help to create success within the establishment.
• As the years go on and technology and availability of
Travel trends: choices develops, further competition can be established
as individuals will have the ability to choose which
• explained as the general direction in which something is developing or changing. products/services they are most interested in.
• Through the development of visitor attractions and infrastructure, along with • if a competitor opens a new branch close to your
marketing and branding efforts, communities are positioning their unique assets in location, or begins a new advertising campaign, it is
order to appeal to visitors and spur economic growth. likely they are trying to attract your existing customers
• Solo, dark and eco tourism are increasing in popularity as this is now becoming a trend or those you are trying to attract. This may lead you to
increase your own promotional activities to retain and
for all. attract customers.
Customer behaviors: • Destinations will often carry out an analysis of the
competition as part of their process in defining the
• Consumer behavior is the study of how individual customers groups or organizations tourism market in which they operate.
select, buy, use and dispose ideas, goods and services to satisfy their needs and wants • For example, a small island will use market research to
• It refers to the actions of the consumers in the market place and the underlying identify other small island destinations which offer a
similar range of products and services to visitors and
motives for those actions. determine its own level of popularity.
3.1A Aims of Market research and analysis: • customer preferences are expectations, likes, dislikes,
motivations and inclinations that drive a customer to
The Market: purchase specific products.
• Tourist preference is the act of selecting from among a
• The tourism market consists of all persons and businesses that buy and sell tourism set of choices as influenced by one’s motivations
services and products.
• To understand the tourism market, there is a need to carry out an assessment of the Popularity of destinations:
market environment by using market research.
• Market research is the systematic, objective collection and analysis of data about a • When it comes to choosing a holiday destination, it’s
specific target market, competition or environment. always interesting to see the locations other people are
interested in around the world.
Customer needs and wants: • Popularity of destinations can be measured by awards,
customer opinion polls, total number of visitor trips and
• A need is a consumers desire for product’s or services specific benefit, whether that be even by assessing the amount of times a destination has
functional or emotional. A want is the desire for products or services that are not been searched on google.
necessary, but which consumers wish for.
• It is important for any organization within the tourism industry to successfully meet Competition amongst destinations:
their clients needs, as this is what will help to create success within the establishment.
• As the years go on and technology and availability of
Travel trends: choices develops, further competition can be established
as individuals will have the ability to choose which
• explained as the general direction in which something is developing or changing. products/services they are most interested in.
• Through the development of visitor attractions and infrastructure, along with • if a competitor opens a new branch close to your
marketing and branding efforts, communities are positioning their unique assets in location, or begins a new advertising campaign, it is
order to appeal to visitors and spur economic growth. likely they are trying to attract your existing customers
• Solo, dark and eco tourism are increasing in popularity as this is now becoming a trend or those you are trying to attract. This may lead you to
increase your own promotional activities to retain and
for all. attract customers.
Customer behaviors: • Destinations will often carry out an analysis of the
competition as part of their process in defining the
• Consumer behavior is the study of how individual customers groups or organizations tourism market in which they operate.
select, buy, use and dispose ideas, goods and services to satisfy their needs and wants • For example, a small island will use market research to
• It refers to the actions of the consumers in the market place and the underlying identify other small island destinations which offer a
similar range of products and services to visitors and
motives for those actions. determine its own level of popularity.
