This paper looks at the lessons that have been learned in providing a continuous measurement of tourism in GB in terms of questionnaire design, sampling and analysis. The paper draws on the experience gained by NOP Market Research Ltd in monitoring tourism in Britain for both the British Tourist Authority (BTA) and the National Tourist Boards of England, Scotland, Wales and Northern Ireland. The BTA has carried out an annual survey measuring the 4 + night holiday taking habits of the British population since 1960 and the National Tourist Boards have been monitoring "all tourism" since 1972. NOP Market Research Ltd has carried out both these surveys since the beginning of the 1970s.
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