Marketing research for the tourism, hospitality and events industries / Bonita Kolb.
By: Kolb, Bonita M [author]
.
Material type: 
BookPublisher: Abingdon, Oxon ; New York, NY : Routledge, 2025Copyright date: ©2025Edition: Second edition.Description: x, 190 pages : illustrations ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781032940380 (paperback); 9781032940403 (hardback).Subject(s): Tourism -- Research -- Methodology -- Textbooks | Hospitality industry -- Research -- Methodology -- Textbooks | Entertainment events -- Research -- Methodology -- Textbooks | Marketing research -- Methodology. -- TextbooksDDC classification: 658.83 | Item type | Current library | Call number | Status | Notes | Barcode | |
|---|---|---|---|---|---|---|
| General lending | MTU Bishopstown Library Lending | 658.83 (Browse shelf(Opens below)) | Available | MTU Cork Module HOSP6035 - Core reading. | 00220867 |
Enhanced descriptions from Syndetics:
This user-friendly textbook covers qualitative, quantitative and social media research methods to provide students and course leaders with an accessible guide for learning and teaching marketing research from start to finish.
The second edition of this textbook has been updated to include:
New content on digital research, social media research methods, emerging technologies such as AI in marketing research, sustainability in tourism, hospitality and events research, thematic analysis, real-time research and researching current visitor trends, experiences, preferences and lifestyles to ensure the destination or event is successful New international short case studies to showcase real-life applications where market research can be used to attract and retain visitors for tourism, hospitality and eventsThis holistic, concise and accessible textbook is essential reading for all students to gain knowledge as to what visitors want from the travel, hospitality and/ or event experience and how to influence a destination's success.
"First edition published by Routledge 2018"--T.p. verso.
Includes bibliographical references and index.
Researching changing visitor preferences -- Understanding cultural and ethical research issues -- Starting the research process -- Choosing research participants -- Writing a visitor survey -- Administering visitor surveys -- Moderating focus groups -- Managing projective techniques and observational research -- Conducting visitor interviews -- Using social media to conduct research -- Analyzing research data -- Preparing the report and presentation.
"This user-friendly textbook covers qualitative, quantitative and social media research methods to provide students and course leaders with an accessible guide for learning and teaching marketing research from start to finish. This holistic, concise and accessible textbook is essential reading for all students to gain knowledge as to what visitors want from the travel, hospitality and or event experience and how to influence a destination's success"-- Provided by publisher.
MTU Cork Module HOSP6035 - Core reading.
Author notes provided by Syndetics
Bonita Kolb is Emeritus Professor at Lycoming College, Williamsport, USA, currently living in Nashville, Tennessee.