In planning something as important as the development of tourism within a region or destination, it is vital that decisions be based on scientific data rather than guesses or hunches.
Types of data collection
Secondary research. In collecting data we can collect it ourselves or collect it from previously published sources. Primary research is the term used for collecting data firsthand; secondary research or literature review are the terms used when identifying data already collected. A variety of organizations collect and publish data on tourism. The major sources of such information are given in Appendix A. The United States Travel Data Center can provide, for example, the following tourist-impact information by county:
- level of expenditure
- business receipts
- employment
- payroll
- federal, state, and local taxes
- receipts by standard industrial classification code for the following industries, which account for 90 per cent of tourist expenditures:
|
Classification number |
Industry |
|
581 |
Eating and Drinking |
|
701 |
Hotels, Tourist Courts, Motels |
|
554 |
Gasoline Service Stations |
|
794 |
Sports Promotion, Amusements, Recreation Services |
|
599 |
Retail Stores Not Classified Elsewhere |
|
783 |
Motion Picture Theaters |
|
793 |
Theatrical Producers, Bands, Entertainers |
|
702 |
Rooming and Boarding Houses |
|
721 |
Laundries |
|
703 |
Trailer Parks and Camps |
Secondary research is relatively easy to collect, both in terms of time and money. However, it is generally not as specific as that required for a particular project.
Primary research
Although more costly than is secondary research, primary research enables the planner to collect data specific to the project at hand. It can take several forms.
Direct observation. This method consists of observing people to determine what they like or dislike. It may involve the use of observers at a site or television or photographic recordings. People communicate more with nonverbal gestures than with the words they actually speak. This can be picked up by direct observation. This method will tell what people do but will not identify the reasons for the behavior.
Counting. An accurate count of facility usage can be obtained by counting the visitors. Gate receipts, turnstile readings, counters on roadways, and the number of parking spaces used can give numbers of patrons. One limitation is that roads and facilities may be used by both tourists and locals, and thus it may be difficult to adjust the numbers accordingly. Ideally, counting should be done on a regular basis to give accurate data.
Surveys. The most important aspect of conducting survey research is the statement of the problem. Too often data is collected because it seems "good to know this" and an attempt to make sense of it comes later.
The objective of the project, namely, what we need to know, should be carefully outlined first. The following guidelines are suggested for developing a survey:
- Review what other researchers have done. If the objectives are similar it may be possible to use or adapt the previous questionnaire.
- If a new questionnaire has to be constructed, write down, on index cards, the information desired. Because the order of asking questions is often important, putting the questions on separate cards allows easy substitution of the order.
- Think in advance of how the data will be presented in final form. Draw up the tables the way they will be presented; fill in hypothetical data. Ask yourself: "Does this format tell me what I want to know?" The final format of tables will help decide how questions should be worded.
- Begin with exploratory research on a sample group of people. By asking several representative people general questions about why they visit an area, what is important and unimportant to them, it is possible to develop appropriate categories of items for more widespread data collection later.
- It is not necessary to interview everyone. Researchers survey a representative sample of the target market. This might involve surveying every tenth person, for example. Another technique is to use random samples. A statistics book generally can provide a list of numbers generated randomly by a computer. These numbers indicate the people who should be interviewed (the second, seventh, twenty-third, etc., person to pass the interviewer, for example).
- Make sure to take bias into account. Bias may occur in several ways. Interviewers may survey more male than female tourists; they may ask biased questions that are ambiguous to the tourist (testing the survey on a small group of people can help eliminate this). Bias can also occur when people are interviewed; if different types of tourists visit each season, the results will be biased if the answers from one season are expanded to give a picture of the entire year.
- Consider the various forms of surveying such as registration methods (such as hotels do), suggestion boxes, informal surveys by mingling and talking with people, or using questionnaires.
- Questionnaires may be self-administered, done by telephone, or face-to-face encounters. Self-administered questionnaires are either given out, filled in and collected on site, or handed out to be mailed back later. On-site questionnaires are easy to administer and are inexpensive. Participation rate is usually high. Mail- return questionnaires have lower response rates and have higher costs associated with having to provide postage. Using the telephone allow the researcher to cover a wide geographic area at a relatively low cost. If the tourist had just returned from a satisfying trip the response rate will probably be good. Face-to-face interviews are relatively expensive. It is important that a place be selected that is conducive to the tourist. Few people will stop for an interview if they are on their way somewhere else; on the other hand, tourists waiting in line may be glad of the opportunity to answer some questions as a way of helping pass the time.
The various characteristics of these methods are contrasted in Figure 7.2.
In summary, a solid plan, based on data appropriate to the destination, is necessary before the development of tourism can occur.
| Type of method | Design | Usefulness | Cost | Administration | ||||||||
| E | M | D | L | M | H | L | M | H | E | M | D | |
| Informational surveys | X | X | X | X | ||||||||
| Suggestion boxes | X | X | X | X | ||||||||
| Direct observation | X | X | X | X | ||||||||
| Counting methods | X | X | X | X | ||||||||
| Registration | X | X | X | X | ||||||||
| Questionnaires | ||||||||||||
| Telephone | X | X | X | X | ||||||||
| Self-administered | X | X | X | X | ||||||||
| Face-to-face | X | X | X | X | ||||||||
| E = Easy; M = Medium; D = Difficult; L = Low; H = High. | ||||||||||||
| Source: The University of Missouri, Assessing Your Product and the Market, Tourism USA., Volume II: Development (Washington, D.C.: United States Department of Commerce, 1978), p. 9. | ||||||||||||
Study questions
- Describe Plog's life cycle of a destination.
- What are the stages of the product life cycle curve?
- Why is integrated planning important to a destination?
- What are the components of an integrated tourism plan?
- What are the characteristics of a short-term plan?
- What are the characteristics of a long-term plan?
- List the barriers to planning.
- What are the common forms of primary research?
- Identify some guidelines to improve survey research.
- List the various methods of survey research.
Discussion questions
- Discuss why a plan is necessary for the development of tourism.
- What are the components of a tourism plan for a destination? Why are they important?
- Compare and contrast secondary and primary tourism research.
- Evaluate the design, usefulness, cost, and administration of the various methods of collecting tourism data.
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