Quantitative and qualitative research methods in tourism

Jana Kučerová, Ľudmila Šmardová

21. April 2015Bulgaria : Varna Free University

543681-TEMPUS-1-2013-1-DE-TEMPUS-JPHES - CruiseTNetwork of competence centres for the development of cruise tourism in the Black Sea region (Georgia and Ukraine)

FACULTY OF ECONOMICSMATEJ BEL UNIVERSITY BANSKA BYSTRICA

Structure

• Research Questions and Research Strategy and Design

• Market Research• Research of Tourism Supply and Demand

Research Questions

They are crucial because they will:

• Guide the literature search• Guide the decision about research

design• Guide the analysis of the data• Guide the writing up the data• Stop you from going off in unnecessary

directions

What is the objective of our research?

• Do we want to examine the contemporary situation in tourism development in destination?

• Do we need to know attitude of local inhabitants to tourism development?

• Do we need to know contemporary tourism market?

• .............

Research Strategy and Design

Source: Bryman, A. – Bell, E. 2003.

Research Strategy and Design

Source: Bryman, A. – Bell, E. 2003.

Example of Statistical Analysis Number of Accommodation Facilities 2002 – 2006

0

50

100

150

200

250

300

2006 2005 2004 2003 2002

poče

t zar

iaden

í v su

breg

ióno

ch

0

500

1 000

1 500

2 000

2 500

3 000

poče

t zar

iaden

í SR

a Ž

SK

Slovenská republika ŽSK spolu Horné Považie Kysuce Liptov Orava Turiec

Example of Statistical Analysis Bed Cappacity 2002 – 2006

0

2 000

4 000

6 000

8 000

10 000

12 000

14 000

2006 2005 2004 2003 2002

poče

t lôž

ok v

sub

regi

ónoc

h

0

20 000

40 000

60 000

80 000

100 000

120 000

140 000

poče

t lôž

ok S

R a

ŽSK

Slovenská republika ŽSK spolu Horné Považie Kysuce Liptov Orava Turiec

Research Strategy and Design

Source: Bryman, A. – Bell, E. 2003.

Research Strategy and Design

Source: Bryman, A. – Bell, E. 2003.

Issue Purpose Question/ why to do research?

Segmentation Composition of tourist market segments What is our current and potential visitor?

Motivation Reason for purchase/ visit What is the tourist´s motivation to visit our destination?

Satisfaction Degree product meets expectations How can we improve the visit experience?

Product Improvement of product Does our destination provide the benefits desired by visitors?

Promotion Efectiveness of different promotional methods and media

Does our promotional material motivate our targeted segment to visit?

Market Research EXAMPLES

Issue Question

Ask research question What do we want to know about people who visit – or don´t visit our destination?

Decide on source of information

Is there information already available to answer the question, or will we need to ask ourselves?

Choose research approach What is the best approach to obtain the information?

Choose research method What tool will we use to obtain the information?

Plan research design Who will we ask and when?

Conduct research Who will do research?

Report the findings What should we do with the answers we get?Data processing - SPSS, R soft, MS excel, etc.

Describe situation, Emphasis benefits, Suggest improvements

Approach Purpose Method Description

Descriptive Provides details on demographic, characteristics of tourists, frequency of visitation....

Survey Tourists are asked a set of prefered questions

Exploratory

Obtains insights on attitudes, opinions, values

InterviewsFocus groupProjective techniques

Observation

Tourists are quest. individually............. are interviewed in groupsTo obtain emotional response

Tourist behavior observed in patterns

Casual Determines effect of change

Experimentation An action is tried on small scale (group) and the results are measured

Research Approaches and Methods

Question Type Description Example

Forced choice Participants must choose from several questions

Open ended Participants allowed to determine own answers

Dichotomous choice

Choose from 2 answers

Multiple choice Choose from set answers

Importance scale

Participants ask to rate importance

Likert Scale Participants are asked to agree or disagree with a statement

Rating scale Rate an aspect of product

Survey Questions

http://ec.europa.eu/public_opinion/flash/fl_370_en.pdfhttp://ec.europa.eu/public_opinion/flash/fl_334_en.pdf

Market Survey - Satisfaction (Case study Donovaly)

1. Tourism supply (analysis)Core product (main features that motivates tourists to

visit destination)Supported product (additional services and products, that

make the visit experience enjoyable)Augmented product (perceived added value, etc.)

2. Tourism demand analysis Current demandPotential demand in connection to attractions

Research of Tourism Supply and Demand

2. Tourism supply analysis

Core product Questions askedHistorical sides or monuments

Are we home to any historical side?Do we have significant historical sides, monuments?Are we known for any historical event?Are we home to any famous person or group?Do we have past well preserved in the city´s buildings?

Cultural and non- profit attractions

What theatrical and musical group is in the city home to?Are there touring companies that performing in our city?Are there local amateur or professional performance groups?Are there ethnic groupsAre there any exciting music, visual, community, art festivals?Are there perfomances for public?

Source: Kolb, M. B. 2006.

Core product analysis

Core productTourist attractions

What for-profit attractions does the city have?What type of people does each appeal to?Is the attraction in good condition?Does it tie into current lifestyle or interest?Could its image be updated?

Entertainment

Do we have active night-lifeAre we known for any specific entertainmentDo we offer variety entertainments for various groups?Do we have entertainment focus on families?

Sports

Do we have major or minor league teams?….Is the surrounding area known for any specific type of sports activity?

Shopping

Do we have variety of retail establishmentDo we have special retail establishmentDo we offer to purchase unique arts or crafts?Do we have antique stores?

Source: Kolb, M. B. 2006.

Core product analysis

2. Tourism supply analysis• the analysis of destination and it´s product, EXAMPLE OF RESEARCH PROCESS:

Purpose:Analysis of

Source of information

Research approach

Research method Research design

Core product

Secondary

Descriptive In-depth analysis web sites, printed materials, other available sources

Supported product

Secondary

Descriptive In-depth analysis web sites, printed materials, other available sources

Primary Exploratory Focus Group Observation

researchersgroup of visitors

Augmented product

Primary Exploratory Focus GroupObservation

researchersgroup of visitors

Augmented product analysisEXAMPLE (streets, sidewalks)

Augmented product analysisEXAMPLE (buildings)

Augmented product analysisEXAMPLE (stores)

2. Tourism supply analysis• the analysis of destination tourism product, RESULTS: Product worksheets: reports of findings includes

Product Description/ evaluation Benefits Suggestions

Core product

Supported product

Augmented product

3. Tourism demand analysis • aimed on current and potential visitors of destination

EXAMPLE OF RESEARCH PROCESS:

• research is usually conducted by the questionnaire (quantitative) or using focus group, experiment (qualitative), etc.

Purpose:Analysis of

Source of information

Research approach

Research method Research design

Motivation Interests

Secondary

Primary

Descriptive

Descriptive

In-depth analysis

Survey

Existing surveys (e.g. European Commission)

visitors

3. Tourism demand analysis NEEDED RESULTS:•features of the CORE product as the main motivation to visit the destination Core product

featuresEvaluation Benefits Suggestions

Sources

• Bryman, A. – Bell, E. 2003. Business Research Methods. Oxford University Press. ISBN-019-925938-0.

• Kolb, M. B. 2006. Tourism Marketing for Cities and Towns. Elsevier Inc. ISBN 13: 978 -0 -7506- 7945- X.