Abstract
This chapter looks at the role of marketing research in tourism and hospitality marketing. It begins with a discussion of the importance of research to the tourism and hospitality marketer. The chapter then provides a definition of marketing research, and an explanation of the differences between marketing research and market research. Further, it discusses the reasons for doing marketing research and outlines different types of marketing research commonly used in tourism. The chapter then discusses the stages of the marketing research process. The chapter concludes with an analysis of the marketing research activities carried out by East Coast Rentals, a small car-rental company based in Australia.
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Brunt, P., Horner, S., & Semley, N. (2017). Research methods in tourism, hospitality, and events management. London: Routledge.
Saunders, M., Lewis, P., & Thornhill, A. (2020). Research methods for business students (8th ed.). Harlow, Essex: Pearson.
Veal, A. J. (2017). Research methods for leisure and tourism: A practical guide (4th ed.). Upper Saddle River, New Jersey: Prentice-Hall.
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George, R. (2021). Tourism and Hospitality Marketing Research. In: Marketing Tourism and Hospitality. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-64111-5_4
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DOI: https://doi.org/10.1007/978-3-030-64111-5_4
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