MARC Record

001 20716883
005 20181129094202.0
008 181023t20182018enkab    001 0 eng d
010   $a 
020   $a9781138042148$a1138042145$a9781138042162$a1138042161$q(hardback)$q(hardback)$q(paperback)$q(paperback)$q(ebook)$q(ebook)$z9781315173900$z1315173905
035   $a(OCoLC)on1008990706
037   $bMIS$bRoutledge
040   $aYDX$beng$cYDX$dSEA$dBDX$dOCLCF$dSINLB$dUKOBU$dCULIB$dDLC$erda
042   $alccopycat
050 00$aG155.7$b.K65 2018
082 04$223$a658.8/3
100 1 $aKolb, Bonita M $eauthor.
245 10$aMarketing research for the tourism, hospitality and events
      industries $cBonita Kolb.$hPaperback{PBK}
260   $bRoutledge$c2018
264  1$aLondon ;$aNew York :$bRoutledge,$c2018.
264  4$c©2018
300   $aviii, 224 pages :$billustrations ;$c26 cm
336   $2rdacontent$atext$btxt
337   $2rdamedia$aunmediated$bn
338   $2rdacarrier$avolume$bnc
500   $a
232 p. : il. ; 26 cm
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 Observation Research
Conducting Visitor
      Interviews
Using Social Media to Conduct Research
Analyzing
      Research Data
Preparing the Report and Presentation

504   $aIncludes bibliographical references and index.
505 2 $aResearching 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 Observation Research -- Conducting
      Visitor Interviews -- Using Social Media to Conduct Research
      -- Analyzing Research Data -- Preparing the Report
      and Presentation.
520   $a"This is a user-friendly textbook that covers qualitative,
      quantitative and social media methods, providing
      tourism, hospitality and events students and course leaders
      with an accessible guide for learning and teaching
      marketing research.The book contains essential
      information on how to conduct research on visitor trends,
      experiences, preferences and lifestyles, shedding light on
      customer preferences, product changes, promotional
      efforts and pricing differences to ensure the destination
      is successful. It offers guidance on how to write,
      conduct and analyze the results of surveys, or use
      qualitative methods such as focus groups, interviews,
      projective techniques and observation. It also illustrates
      how social media can be used as a new means to
      determine visitor preferences by analyzing online data and
      conversations. Other content includes suggestions and
      examples on turning research data into actionable
      recommendations as well as advice on writing and presenting
      the final report. Integrated with a wide range of case
      studies per chapter, this short and accessible
      textbook is essential reading for all students wishing to
      gain knowledge as to what visitors want from the travel, hospitality and/or event experience."--Provided by publisher.
541   $d13.11.2020
650  0$aTourism$vTextbooks.$xResearch$xMethodology
650  0$aHospitality industry$vTextbooks.$xResearch$xMethodology
650  0$aEntertainment events$vTextbooks.$xResearch$xMethodology
650  0$aMarketing research$vTextbooks.$xMethodology
650  0$aEntertainment events$xResearch$xMethodology 
650  0$aHospitality industry$xResearch$xMethodology
650  0$aMarketing research$xMethodology 
650  0$aTourism$xResearch$xMethodology 
852   $90$bSala de lectura 1{Saladele}$cStudent{S}$kRegular{REG}$t1$zArrived$h9787$p038871$iKOL
906   $a7$bcbc$ccopycat$d2$encip$f20$gy-gencatlg
925 0 $aacquire$b1 shelf copy$xpolicy default
955   $bre12 2018-10-23 z-processor$ire12 2018-11-29 to Calm