The paper deals with a large scale study on international travel. Although the results have not been tabulated yet, we did a preliminary analysis of the response to a question, addressed to a couple of hundred Britons who had been abroad on holiday in the past three years, asking them to choose three factors that are most important to them in choosing their holiday abroad.
The extent of the tourist flows towards the Mediterranean seashore zones can depend a priori on a wide range of factors. We undertook a simple study involving only readily accessible' data so as to assess the existence or the absence of a structure in the formation of these flows, and to make it possible to orient statistical surveys and investigations necessary for an ulterior study to be undertaken on a wider scope. The purpose of this study was therefore to devise a simplified explanatory model that will elucidate the underlying principles of the structure.
Here you see that in about 20 years from now, Africa's and Latin America's population will grow by about 70%, Asia by somewhat over 40%, North America by a good 30% and Europe by less than 20%. What do these growth rates mean for the airline industry? Up to now they have only given us a first indication and perhaps even a wrong one about future developments.
Compared to consumer and production goods industries, market research (meaning thereby above all field research) has been rather scarce in tourism. These last years, an increasing activity could be observed in this field. Yet, initiative has been primarily individual and deprived of coordination. The reason may stem from the diversity of potential tourist market research carriers (national, regional and local tourist organisations, travel agencies, transport institutions and the like).
The past decade has seen an enormous growth in the number of persons from the United Kingdom taking an annual holiday outside the country. Within an overall growth of the market, the most prominent feature has been the increase in the number of persons taking an "inclusive tour" or "packaged" holiday by air.
I am going to report to you on some of the central results of a multi-country psychological study on flight motivation and behaviour. Since it turned out that the phenomenon of fear plays one of the most important and, if I may say, also the most fascinating role in flight motivation and behaviour, we decided to choose this as the main topic of my paper, even more so, because the fear of flight is, unfortunately, one of those too axiomatic and obvious things which therefore are treated rather superficially by both researchers and advertising people. The fear of flying is, we can decidedly state it, no unitary trait but an utmost complex psycho-physiological and socio-psychological structure.
The subject of this paper is a double one. The first intention is to try to find out what the Germans have done and are doing as far as travel and tourism is concerned and in the second part of this paper I want to develop some ideas of what might be done to evaluate the future development of German tourism and travel. The second part should be of equal interest to operators of travel and tourism and to the carriers. There might also be some hints for the travel-bureaux offering tourist advice and booking facilities.
Travel research is surely one of the most complex forms of consumer research that faces any company. Identification of a "product class" , brands and types within such a segmented field is a formidable problem. We have been fortunate in having the opportunity in recent months, of conducting a large scale study in the travel field. This paper to a large extent summarises our own experience, but at the same time incorporate s a number of logical extensions of the results we have obtained.
The basis of this paper is a research study carried out on behalf of the Club Mediterranee by CPV Promos and our appreciation must be extended to the Club for their agreement to publish all the information given here.
The Seminar on Market Research and Tourism is coming to an end. Let me briefly summarise its achievements. The thing that has impressed me most at this seminar was the difference between the almost unlimited optimism of the air transport companies and the careful planning of the tour operators with regard to marketing.
The following report deals only with survey on French tourists who spend their holidays in France. The I.N.S.E.E. had already included questions on holiday spending in the survey mentioned above, which was effected a posteriori. It aimed to determine the range of total expenditure but was, however, divided into 3 major sections: transport, lodging, other expenses (especially food). In August 1967 , SOFRES conducted a first trial survey, using the method of a diary of the expenses which was handed out by an interviewer in the holiday resorts themselves. At the time of writing, the fieldwork has not been completed, so for the moment the final conclusions of the experiment are not available. Several comments may, however, already be made.
The need for more accommodation does not, however, mean the creation of just any accommodation anywhere. It means the provision of sufficient accommodation of the right type in the right place. The extent and type of additional capacity required may well vary widely between different localities. If the development of accommodation facilities is to be efficiently planned, therefore, detailed information is necessary upon the current demand and supply and probable future trends in each locality. In many cases, this information is not available to planners in any form. It is in the provision of this information that industrial market research techniques can make a valuable contribution. This paper is concerned with the development of a methodology which will yield the required information on how much? of what? where?