This paper tells the story of how, using a number of already available surveys, a marketing and communications strategy was devised for an area that was historically better known as a coal and iron and steel industrial complex than as a touristic resort. The name of the area? The Leisure Coast, centred on the industrial city of Wollongong, some 80 kilometers south of Sydney, Australia.
The market research conducted to provide a comprehensive assessment of the future needs of the holiday industry, with particular reference to the development of the Balearic Islands, took the form of a five stage study. In summary it involved a qualitative study among managing directors/operations directors of the top ten British Tour Operators sending clients to the Balearic Islands; a qualitative study among Travel Agents; a quantitative study among the general public; a large scale quantitative study among the general public to provide basic background data on the holiday history of a representative cross section of the general public; and a large scale quantitative study among people who had taken a European holiday during the previous two years.
This paper will make the case that the regular monitoring of tourism is the most relevant way of assessing changes in travel patterns. The paper will look in detail at two regular surveys, the British Travel Survey Monthly which is designed to measure total tourism in GB and the British Travel Survey Yearly which monitors the holiday market specifically. In addition the paper will also present a case study of a particular resort (Jersey) and show how the travel market in this Island has been measured over the past 20 years by use of regular market monitors.
This paper explains the information system used in devising the marketing plan for Spanish tourism and adjusting the global marketing strategy to meet future needs. Because the objectives of the marketing plan for Spanish tourism were to: design a global strategy which would make it possible to set priorities for resources and markets, devise the marketing-mix strategies and plans for action, establish a system for allocating funds for promotional activities, we considered it essential to develop an information system which would permit us to meet these objectives.
American travel to Europe, having hovered around the four million mark for half a dozen years, took off in 1984 and appears to be reaching for a new plateau at around the six million level. Thus, on sheer size alone, this market deserves to be examined analytically, with a view to possible segmentation into a number of sub-segments that might be dealt with more purposively and economically by the travel marketer. If we could distinguish discrete segments in this overall market for travel abroad, we might assess the value of each in terms of size, resources and propensity to travel, so that the marketer could decide whether or not to make it part of his target audience. Having identified a segment and evaluated it, we could then examine its salient travel attitudes, concerns and predispositions, thus helping to guide the creation of products and messages to suit the needs of that particular segment. By identifying the segment members demographically and delineating their preferred media and information gathering habits, we can assist the marketer in determining how best to reach a chosen segment with his message. Such an effort to segment the U.S. market for travel abroad was undertaken by the European Travel Commission.
The purpose of the paper is twofold: firstly to describe the problems involved in conducting research, and particularly continuous research, among a highly mobile minority group: and secondly to consider the techniques of continuous advertising tracking research, and how these can be successfully applied to monitor advertising effectiveness in the travel sector.
The research proved that a proportion of tourists, mainly in the German market who had never been to Cyprus, considered the island unsafe mainly because of its proximity to the Middle East and the existing situation with the Turkish army on the island. Following the results of this research, corrective action was taken to remedy this negative image and promote the positive aspects of Cyprus as a tourist destination. Today, the results are obvious. The arrivals between 1980-1987 have grown from 353,375 to over one million in 1987, an annual growth rate of 17%..
The authors proposed marketing oriented program for revitalization of the old medieval Sisak fortress. The main conclusions of research and modelling are: 1. Historical monuments of this kind should not be degraded through marketing revitalisation neither in functional, architectural nor cultural sense; 2. New product should be integration of many different contents based on various existing target groups, and great space and functional potential of this kind of building; 3. Marketing approach is essential for revitalisation of historical monuments; 4. It is possible to use this global approach as basic model for other similar historical objects. This project proved that it is impossible to create rather new touristic product concept without marketing research.
This paper collates the results of recent market research which has been fed into the formulation of physical plans for several proposed holiday resorts and other leisure facilities in the Kingdom of Saudi Arabia. This research entailed both quantitative and qualitative studies, aiming at providing useful data for determining the desired product mix, potential clientele and future marketing strategies.
In the spring of 1986 tourism to Europe suffered a severe setback, political events and dramatic incidents concerning the Mediterranean area led to a seasonal drop of up to 50% from the North American market and substantial cancellations from other countries. Italy, due to its vicinity to the endemic areas, resulted in being one of the worst hit. Alitalia, the Airline of Italy, Enit, the Government Tourist Authority and Fiat, the Italian Hotel pooling their a joint programme of "global the Association, reacted immediately and, resources, they embarked on communications".
Within the framework of this multi-phase research project, 900 interviews were conducted in the main investigation, half with Germany vacationers and half with foreign-country vacationers, mine the reasons for selecting a holiday destination, the Germany and foreign-country vacationers were then each split again into three groups, which had all experienced the same or similar conditions in their vacation areas in Germany or abroad.
This paper shows the possibilities of business-to-business-research to outline the business travel market. The Business Travel Monitor, a yearly research project, covering 4000 business-establishments, creates additional ways for market segmentation for suppliers in the business travel market. It offers new entries for marketing-auditing and marketing-planning. Finally an upgrading of the reliability of the data is attained by interviewing two persons per establishment, the business traveller himself and the booker of the business trip.