Abstract:

This paper sets out to describe ways in which the standard market research techniques of personal interview and self-completion questionnaire (both postal and personally distributed) can provide valuable data for operational and marketing management in all sectors of the accommodation industry. By the discussion of three case studies, the paper illustrates how the methods described can determine product and marketing strategies by indicating such aspects as operational shortcomings, factors accounting for success, manpower requirements, market segmentation, competitive strengths and weaknesses.