Marketing Research Theory and Methodology and the Tourism Industry: A Nontechnical Discussion

Baker, Kenneth G.; Hozier, George C.; Rogers, Robert D.

doi:10.1177/004728759403200302

Cited by 24 publications

(18 citation statements)

References 7 publications

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“…Approaching the right target market and providing the most appropriate combination of local tourism products and services is the secret for successful destinations. Product design and formulation should therefore be based on research (Baker et al, 1994;Ritchie, 1996, Calantone andMazanec, 1991;Hu and Ritchie,1993). As tourism bundles are formulated ad-hoc to satisfy specific consumer requests, a dynamic marketing research process will enable destinations to provide unique products by initiating local partnerships between all suppliers to address the needs of demand.…”

Section: Marketing Research: Identifying Market Segments For Destinatmentioning

confidence: 99%

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Marketing the competitive destination of the future

2000

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Section: Marketing Research: Identifying Market Segments For Destinatmentioning

confidence: 99%

“…Table 4 illustrates the contribution of marketing research to destination marketing. Baker et al, 1994;Ritchie, 1996;Calantone and Mazanec, 1991.…”

Section: Marketing Research: Identifying Market Segments For Destinatmentioning

confidence: 99%

Marketing the competitive destination of the future

2000

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“…Market segmentation is the aggregation of relatively heterogeneous individual consumers into small groups, where the members of each group or segment are relatively similar, yet different from other groups (Schewe & Calantone, 1978). In tourism, market segmentation as a method of marketing management has caught up with other industries in terms of degree of complexity and application of complicated methodologies (Baker, Hozier, & Rogers, 1994).…”

Section: Introductionmentioning

confidence: 99%

Vacation Lifestyle and Travel Behaviors

Chen¹,

Huang²,

Cheng³

2009

Journal of Travel & Tourism Marketing

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ABSTRACT. In marketing research, tourism scholars have often developed a variety of scales and integrated them into segmentation studies. Since vacation lifestyle variables, which could be utilized as a base for marketing research, have not received much attention from market researchers, this article attempts to further purify the extant scale and use Taiwanese travelers as a case study. The study survey was conducted of 443 tourists staying at least one night at the KenTing National Park in Taiwan from April to May, 2002. This study collected 420 useful samples. Three groups of users merged from the cluster analysis: (a) Family Oriented Travelers, (b) Social Oriented Travelers, and (c) Stylish Travelers. The study shows that the differences in trip characteristics are the frequencies of domestic travel, the frequencies of international travel, the hotel preferences, and the average expenditure on accommodations. The variations in demographic characteristics relate to age, family life cycle, education, and household income. This study on vacation lifestyle subsequently renders a new assessment tool to tourism professionals in Taiwan to grasp the lifestyle profile of their customers and develop strategies to entice the travel market.

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“…Researchers in order to increase the validity of a research project employ a model to look logically at the behaviour of interest from the perspective of a sequence of events leading to a management decision (Baker, Rozier, & Rogers, 1994). The use of residence and previous experiences that help form expectancies and affect the evaluation of a particular environmental setting have been extensively utilised in previous research to explore the relationship between choice of activity undertaken, importance of setting for a recreational experience, and outcome goals (Cho, 1998;McFarlane, Boxall, & Adamowicz, 1998;Mugica & De Lucio, 1996;Stewart & Carpenter, 1989).…”

mentioning

confidence: 99%

“…Much research has occurred on segmenting the travel market by benefits desired or realised (Baker et al, 1994;Shoemaker, 1994 (Coopers and Lybrand Consulting, 1996).…”

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confidence: 99%

Visitor trail attribute expectations for a proposed heritage trail: potential impacts for an integrated resource management regime

Field¹

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This thesis examined a method of identifying heritage visitors' expectations of trail attributes encountered on a multi-use trail and how these expectations could be incorporated into an Integrated Resource Management planning process. Using data from a mail-out survey exploring heritage visitors expectations for standards affected by recreational, forestry, and mining activities, the research proposed an alternative method of collecting user needs data to be incorporated into a heritage trail design plan. The survey design employed expectancy theory to reveal heritage visitors' expectations towards types of recreational encounter and impacts from potential logging or mining activity. Residency proved to be the single most determining expectancy variable analysed in this study for differences in impact assessments.Interviews with identified resource planning stakeholders were used to analyse how survey data would be incorporated by stakeholders in shared-use decision making processes for resource planning. Integrated Resource Management planning methods have proven effective in utilising research data from multiple fields in a collaborative process of negotiated use or access. This thesis provides research from a recreational and heritage perspective to aid these collaborative development efforts. The relatively homogenous survey results from heritage visitors suggest they hold similar attitudes towards both recreational and industrial pursuits on or near the trail. Preferences lie in non-mechanised low-impact recreation and very limited industrial activities which predominately represent previous historical practices. Stakeholder interview results indicate that as planning data, the incorporation of this data will be dependent upon each stakeholder group's organisational mandate.

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Marketing Research Theory and Methodology and the Tourism Industry: A Nontechnical Discussion

Abstract: This article reviews travel research efficiency, effectiveness, and accountability issues from an academic perspective with direct practitioner applications.

Cited by 24 publications

References 7 publications

Marketing the competitive destination of the future

Marketing the competitive destination of the future

Vacation Lifestyle and Travel Behaviors

Visitor trail attribute expectations for a proposed heritage trail: potential impacts for an integrated resource management regime

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