In this module we define who is a tourist. We examine each category of tourist; the Recreational Tourist, Leisure Tourist, Business Tourist, VFR Tourist to the Youth Tourist and each sub-category of tourist, including Adventure Tourist, Culinary and Cultural Tourist, Special Interest Tourist, Education Tourist; as well as Backpackers, Youth Gappers and Thrill Seekers. We further define the Inbound and Domestic Consumer and discuss the factors that need to be considered when identifying Short-Haul, Mid-Haul and Long-Haul Markets.
This module then examines the forces within the consumer market research process so that we can better understand what has an impact on our marketing efforts to attract more tourist to our communities. Therefore we define the demographic, social & cultural, economic, technology and political & legal forces that need to be considered when designing tourism marketing strategies and tactics.
This module explains the need for conducting a Market Share Analysis for the purpose of Customer Profiling and conducting Market Segment Research. This includes Service Quality Research such as Pricing, Product, Media, Brand Awareness and Purchase Intention research. This leads us into Consumer Market Research and the various types of Market Research that may have to be conducted. This Research may require Secondary, Syndicated and Primary Data, which are all examined and explained. As well as the need to understand your research objectives, whether they be reactive, static or proactive.
To further assist in this effort, the module explores various types of Survey Methods and offers substantial insights for Questionnaire Development, including suggestions for the layout, format and wording of research questionnaires.
The next step in the process is to understand what Tourism Marketing Research Strategies & Tactics are and how to use them effectively and efficiently. This includes the development of a Strategic Plan for Researching three key components; Tourism Opportunity Assets (TOpAs), Logistical Public Infrastructure Assets and Commercial Infrastructure Assets.
We then turn to the subject of Defining our Consumer Market Strategies. After defining what Market Aggregation is, we examine various strategies such as a Single Market strategy, Multiple Segment strategy and Psychographic Segmentation strategy. This leads to the discussion of a Target Market Strategy that will involve targeting one or more of the various aggregate consumer groups such as Local/Regional, Provincial, National or American & International inbound consumers.
Students will also learn about the Ripple Effect and the dynamics of the Family and Group Consumer that includes the introduction of a measurement matrix termed “The Significance Factor.”
A Test Your Knowledge Questionnaire is provided to measure how much you have retained and understood.
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