Handbook of Marketing Research Methodologies for Hospitality and Tourism
Routledge (Verlag)
978-1-138-83487-3 (ISBN)
The success of marketing programs is dependent on the knowledge of the trends in the marketplace. Handbook of Marketing Research Methodologies for Hospitality and Tourism is a comprehensive guide that clearly explains analyzing markets, utilizing qualitative and quantitative research methodologies, applying findings to market, development, and marketing strategies for the hospitality industry. The text contains detailed outlines and case studies of several types of research, including feasibility studies, market assessment studies, and site selection studies. Numerous graphic examples and presentation techniques are provided to bridge between theory and applied research with ease.
Handbook of Marketing Research Methodologies for Hospitality and Tourism clearly details, all in a single volume, the application of research methodology to the real world, as well as showing how to effectively communicate findings and recommendations. This resource provides dozens of case examples and close attention to clearly explaining all facets of market analysis. Part one discusses research and methodologies, including primary and secondary data and integrative research. Part two explores market analysis and assessment, including marketing assessment for development planning and assessing focal points and intuitive techniques. The third part helps the reader apply their learned research into strategies. The final section explains market analysis planning and communications, including preparing a research-based business review and the effective presentation of research findings. The text provides appendixes of essential data, and a helpful glossary of terms.
Topics in Handbook of Marketing Research Methodologies for Hospitality and Tourism include:
qualitative market analysis techniques and applications
quantitative market research and analysis techniques and applications
approaches to organized site selection studies, market studies, and project feasibility studies
identification of the processes and sources for key market data for projects, markets, and sites
presentation and communication techniques and strategies for market analysis and research findings
the relationship of market analysis and research to marketing and development strategy selection
and more!
Handbook of Marketing Research Methodologies for Hospitality and Tourism is a perfect resource for upper-level undergraduate students and graduate students in hospitality colleges and schools; hotel and restaurant development and market research personnel in hospitality corporations; and market research firms serving the hospitality industry.
Ronald A. Nykiel
Acknowledgments
Introduction
PART I: RESEARCH AND METHODOLOGIES
Chapter 1. Defining Marketing Research, Market Analysis, and Applications
Chapter Objectives
Purpose
Process
Techniques
Segmentation, Targeting, and Positioning (STP)
Chapter Review
Key Concepts/Terms
Discussion Question
Case. 1.1. Hyatt CorporationA Variation of the Singleness Strategy Through Product Type/Identification and Market Segment Positioning
Case 1.2. Toyota Motor CorporationPositioning to Perfection
Chapter 2. Primary and Secondary Research Data
Chapter Objectives
Primary Research Data
Sampling
Secondary Research Data
Sources of Data
Chapter Review
Key Concepts/Terms
Discussion Questions
Case 2.1. Looking WithinObservation
Case 2.2. The Power of the Survey and Award
Chapter 3. Qualitative Research
Chapter Objectives
Definition and Role
Advantages, Disadvantages, and Perspectives
Types and Techniques
Qualitative Data Analysis
Chapter Review
Key Concepts/Terms
Discussion Questions
Case 3.1. Carlson Companies, Inc.
Case 3.2. American Express Card Member Services
Chapter 4. Quantitative Research
Chapter Objectives
Definition
Advantages and Disadvantages
Types of Quantitative Research
Research Design Elements
Questionnaires: Design, Statistical Analysis, and Scales
Sampling
Applications in the Services Sector
Components of a Quantitative Research Plan
Chapter Review
Key Concepts/Terms
Discussion Questions
Case 4.1. Starwood Hotels and Resorts Worldwide, Inc.
Chapter 5. Integrative Research
Chapter Objectives
Definition
Advantages and Disadvantages
Triangulation
Case Studies
Action Research
Academic versus Applied Action Research
Issues
Chapter Review
Key Concepts/Terms
Discussion Questions
Case 5.1. Stouffer Hotels and Resorts: Competitive Strategy
PART II: MARKET ANALYSIS AND ASSESSMENT
Chapter 6. Analyzing Research Findings and Data
Chapter Objectives
Analysis of Qualitative Research Findings
Analysis of Quantitative Data
Perspectives
Chapter Review
Key Concepts/Terms
Discussion Questions
Case 6.1. Chick-fil-AAssessment, Prioritization, and Action
Chapter 7. Location Analysis and Site Evaluation
Chapter Objectives
Timing
Land Acquisition Considerations
Land Selection Guidelines
Chapter Review
Key Concepts/Terms
Discussion Questions
Case 7.1. Foxwoods Resort CasinoA Megaforce
Chapter 8. The Design and Components of a Feasibility Study
Chapter Objectives
Definitions
Market Feasibility Studies Overview
Conducting Feasibility studies
Sample Design and Components of a Feasibility Study
Chapter Review
Key Concepts/Terms
Discussion Questions
Case 8.1. Best Sites, Great Location, a Very Positive Feasibility StudyOops: We Didn’t Know!
Chapter 9. Market Assessment for Development Planning
Chapter Objectives
Introduction to the Development Planning Process
Development Plan Organization
Sample Development Plan Outline
Development Planning in Perspective
Chapter Review
Key Concepts/Terms
Discussion Questions
Case 9.1. Sonic Drive-InExternal Forces revive the Concept
Case 9.2. Carnival CorporationPositioning and Strategy Selection
Chapter 10. Assessing Focal Points and Intuitive Techniques
Chapter Objectives
Types of Marketing Research
Marketing Research Techniques
Five Essential Marketing Intelligence Tools
Marketing Research Presentation Tools
Chapter Review
Key Concepts/Terms
Discussion Questions
Case 10.1. Mailing Less and Making More
Case 1
| Erscheint lt. Verlag | 19.8.2016 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 152 x 229 mm |
| Gewicht | 657 g |
| Themenwelt | Sachbuch/Ratgeber ► Sport |
| Reisen ► Reiseführer | |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-138-83487-4 / 1138834874 |
| ISBN-13 | 978-1-138-83487-3 / 9781138834873 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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