Travel Reference
In-Depth Information
Operations Research
Operations research is designed to determine how best to design the internal operations of different
types of tourism firms. Examples include the allocation of staff and equipment so as to attain
maximum ef ciency in room cleaning in a large hotel; the design and operation of a ski lift in a winter
resort complex; and, finally, in major Disneyland-type attractions, operations research can provide
managers with a better understanding as to how facilities should be designed and operated in order to
obtain optimal returns.
Household Surveys and En Route Surveys
Household surveys are commonly used to examine the characteristics of travelers, the nature and
frequency of past travel, the most preferred form of travel, and future travel intentions. In contrast, en
route surveys obtain data from visitors while they are in the process of traveling. Such research,
because it focuses on current activities and short-term memory, provides better measures of travel
expenditures, sites visited, and most likely travel intentions during the current trip.
Human Resources Research
The kind of research that can examine a range of issues related to employees in tourism. These might
include salary surveys, employee satisfaction surveys, studies on the effectiveness of different working
conditions, skills requirements for different kinds of tasks, and assessing the level of education and
training required to affectively deliver different kinds of tourism experiences.
Brand Studies
Brand studies look at how consumers view a brand, what attributes they associate with a brand, and
their levels of brand awareness. Such studies may also examine brand preferences and product usage.
Demand Estimation and Forecasting
This tool helps to determine the approximate level of demand for a product or service. Based on the
level of demand, such factors as arrivals, expenditures, and sales are then forecast for various time
periods. Both short-range and long-range forecasts are needed.
Product Research
Product research examines what products and packages of products and services can be developed and
assesses consumer reaction to them. This encompasses (1) idea generation, product design, required
technology, and (2) market research and analysis. An example of new product development would be
space travel.
ROI (Return on Investment) Research
ROI measures the effectiveness and return on investment in programs designed to attract visitors.
Examples of such research include ad effectiveness, brand message, Web site performance, social
media, conversion studies, and public relations.
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