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Market Research & Analsyis - Coggle Diagram
Market Research & Analsyis
a) Aims of Market Research
& analysis
Identify the market
Customers needs and wants
Understand direct & indirect competition
The effect of travel tends & customer behaviour on tourism
Poplularity of destination as a measure of performance
Identity competition to gain a competitive edge
analysis of the butlers model to see stage of development
b) Research Methods
Primary
secondary
qualitative
quantitive
c) Market analysis tools and techniques
Statistical analysis of
travel trends
customer behaviours
preferences for destinations
popularity of destinations
SWOT
PEST
Butler ‘Destination Lifecycle’ model
Ansoff Matrix
Boston Matrix
(d) Market segmentation (target customers)
By travel motivation
Demographic segmentation
Psychographic segmentation
Geographic segmentation