Abstract:

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.