CHAPTER 5 MARKET RESEARCH

Transcription

1 CHAPTER 5 MARKET RESEARCH Travel and Tourism: New Lanark Case Study (Int 1 AH) 59

2 Travel and Tourism: New Lanark Case Study (Int 1 AH) 60

3 5. MARKET RESEARCH 5.1 REASONS FOR CARRYING OUT MARKET RESEARCH Results from market research are kept on file and are available for consultation by staff. The results are used for planning and forecasting: Future events Product development Pricing strategy Marketing strategy 5.2 METHODS OF CARRYING OUT MARKET RESEARCH 1. Primary Research Face-to-face and self-completion surveys are carried out periodically throughout the year, as a means of collecting market research information. The type of questions asked, and the timing of the questionnaire, depends on what we want to research, but they can generate both qualitative and quantitative information. Quantitative questions give us information which can be measured statistically e.g. how far people travel, age group, how much they spend, how long they stay etc. Qualitative questions give us information about why they came, what they liked etc Busy weekends are usually targeted for our face-to-face surveys, as it provides us with more results, and therefore increased accuracy. We also target specific events to gauge the success of the advertising prior to the event, and the popularity of the event itself. Questionnaires can be quite short and specific e.g. if we want to gauge if a particular advertising campaign has worked. Travel and Tourism: New Lanark Case Study (Int 1 AH) 61

4 ACTIVITY: Look at the sample questions from our visitor survey. Look at each question and think why it has been asked i.e. how will New Lanark use the information In what way would the results be helpful for a) future marketing b) improving our services? Which questions give qualitative information? Which questions give quantitative information? Travel and Tourism: New Lanark Case Study (Int 1 AH) 62

5 Visitor Surveys Some Sample Questions Date: / / 1. Where do you live? Male Female Under Local Glasgow / West Edinburgh / East North Scotland Central Scotland UK Elsewhere (please specify) 2. Have you been to New Lanark before? Yes No 3. How did you hear of New Lanark? Brochure Advert Word of Mouth Other (please specify) 4. What did you like best about New Lanark? 5. What did you like least about New Lanark? Thank you for taking time to fill in this questionnaire Travel and Tourism: New Lanark Case Study (Int 1 AH) 63

6 2. Secondary Research Statistics from the Scottish Tourist Board provide information on the domestic and international markets. This allows us to assess our performance in relation to other sites and to plan for future markets. Similarly, data is received from ASVA, The Association of Scottish Visitor Attractions on the industry in general, and specific information from other ASVA sites. ACTIVITY STB S Tourism Facts provides information relating to the Activities undertaken by Overseas and British Tourists in Scotland. Using these statistics, identify which of the activities could be enjoyed on a visit to New Lanark and the Falls of Clyde. Why is it useful for us to have access to this information? ( Note: Up to date statistics can also be accessed on ) Tourist Activities which match our Product: How we can use this information: Travel and Tourism: New Lanark Case Study (Int 1 AH) 64

7 5.3 EVALUATING MARKETING ACTIVITY ACTIVITY A Christmas Pantomime is performing in the visitor centre over the Festive period. The event was promoted in the Scottish national press. You want to find out the following information about the event: 1. What type of visitor attends this event 2. Did people come because they saw the advert in the paper? 3. Is it worthwhile advertising nationally or would local advertising be enough? 4. What did visitors think of the event 5. Should this event run again, and if so, how could it be improved? 6. Did the event attract new visitors? 7. Do people come for the pantomime only or does it / will it generate more visitors to the rest of the New Lanark experience? Design a questionnaire that can be used to answer your questions. Travel and Tourism: New Lanark Case Study (Int 1 AH) 65