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helping to identify where action is required to rectify shortcomings in the destination
is ability to host
visitors and even the kind of improvements that are required to address the shortcomings.
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Competitor Research
Competitor research is detailed competitor analysis that identi
es both direct and indirect competi-
tors in local, regional, national, and international markets. It examines company site, product offering,
pricing, service levels, and marketing staff.
SWOT Analysis
This research determines the strengths and weaknesses of your company or destination and the
opportunities and threats that exist in the local, regional, national, and international environments.
Consumer/Tourist Behavior Research
This form of research involves asking potential and/or current visitors to describe the decision process
they normally go through in choosing a destination to visit, to identify the information used in making the
decision and, if possible, to identify the factors that have the greatest in
uence on individual decisions.
Futures Research
Futures research, which commonly uses the Delphi technique, seeks to identify the factors that are
most likely to in
uence destination performance and ultimately destination success in the future. This
form of research is very useful for policy formulation and destination design.
Destination Vision Research
Visioning research seeks to de
ne a consensus-based description of the kind of destination that
residents would like to see some 20 to 50 years into the future. Destination managers can then set in
place policies and programs designed to translate the vision into reality.
Social Impact Research
Social impact research, which is the counterpart of economic impact research, is intended to identify
and subsequently determine the seriousness of the impact that tourism has had on the social fabric of
the destination
—
and on the well-being of individual residents of the destination.
Promotion Conversion Studies
This research seeks to determine the degree to which a promotion has been successful in convincing
those who were exposed to different kinds of messages to those who actually chose to visit the
destination. The primary measure of interest is the conversion rate
the estimate of the number of
people who saw the destination advertising and were converted to an actual visit. Conversion research
has become a major accountability tool for evaluating media advertising and other promotions such as
coupons. Conversion research is also useful in designing future promotion programs.
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