The 3 takeaways of the presentation are:- Understand LGBTQ+ travellers: to what extent and in what ways does being LGBTQ+ impact travel behaviour and travel needs? - Gain practical solutions: how can Booking.com (and you) better support LGBTQ+ travellers at all stages of their customer journey?- Be an LGBTQ+ ally: what are the considerations for brands when communicating LGBTQ+ allyship externally?
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.
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 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.
This paper sets out firstly to describe the historic development of market segmentation in tourism research, through a review of ESOMAR and other published sources. We then reconsider the fundamental methods and objectives of market segmentation and their application to the tourism market. Finally, we discuss some European experimental research of our own and examine two questions: 1. How reliable a predictor is such segmentation? and 2. How actionable is it?
The paper is organized around two main topics: 1. Presentation of a piece of research conducted in France in 1975. The basic survey involved a representative sample of the French public and was focused on the attractiveness of tourism abroad and the motivations supporting the desire to spend holidays in a foreign country. The survey design provides opportunity for a segmentation of the sample into types of attitudes. Eight types of potential tourists are described and commented upon; 2. Critical discussion of this piece of research involving general remarks on its limits and values. The author who has specialized in tourism research for the last ten years seizes this opportunity to place this particular approach within the frame of reference of the tourism market.
Much of the research effort so far undertaken in the tourism field by destination countries/areas has been directed towards establishing the type of people who visit the destination and the factors which influence their choice. This information is generally used to design advertising and other promotional campaigns to persuade more visitors to come. Too little attention has been placed in tourism research on investigating whether or not a destination area has reached a "saturation" level so that appropriate steps can be taken. The paper suggests that it may be very difficult to measure precisely whether or not a tourist destination has reached "saturation" point. Nevertheless it is possible to carry out some useful research, examining the availability, during the peak summer season of various facilities used by tourists and examine the attitudes of both residents and tourists, which will enable one to form a judgement on the question.
On the basis of this pilot study, we can definitely say that attitude segmentation exist in this market. We can indeed locate and delineate segments of travellers who share a particular orientation towards travel and who differ from other segments in their travel attitudes and behaviour and demographic characteristics. However, because this is a pilot study, we must emphasise from the outset that any specific findings related are tentative and illustrative only, rather than definitive or final. In this paper, we report how we did and give you some idea of what travel segments might look like. The basis of this pilot feasibility research consisted of hour-long personal interviews with 300 people who had been to Europe on pleasure trips in the last three years and a matched sample of 200 people who had never been to Europe (with half the latter planning to go in the next three years and half not planning to go.)
The purpose in presenting this paper is to show how a pioneer method of sampling was carried out, how it was validated and the implications of this validation on tourism studies. Before going into the details of the method it might be of help if some of the background to this particular study was sketched out. The tourist resort concerned was Guernsey and at this juncture it would be appropriate to extend grateful acknowledgements to The States of Guernsey Tourist Committee and to The British Tourist Authority for their permission to give this paper and thanks for their help in preparing it.
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.