Tourism Research in European National Tourist Organizations

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Tourism Research in European National Tourist Organizations Outline

To T urism Research in European National To T urist Organizations Chapter 14 Research Methodologies

What is an NTO?  A national tourist organization is a country’s official organization that is responsible for the development of promotion, research, and marketing of tourism of its country  Dependent on the national policy, every country formulates its own goals for the NTO

Activities of NTO’s  There are two types: – Tourist information– Tourist promotion  Both activities are directed straight at the consumer, for example, the foreign tourist

Consumer Oriented activities  The main objective of promotional activities is to inform the public about the NTO’s home country, this can be done through such things as: – By mail– Clients inquiries by phone– Printed matter– Multi-dimensional presentations– Tourist literature– Radio and TV– Advertising campaigns

Research  Research is of vital importance and there are many different ways to conduct research: – Desk Research – gathering and col ecting information on tourism research carried out by others – Field Research – a comprehensive research in a given country

Research – Qualitative Research – describing a market with respect to such features as, the number of visitors – Quantitative Research – mainly interested in such factors as, motives, attitudes, and images that form the basis of human behavior – Market Research – which market segments in a particular country should be covered and how

Research  Coupon Research – information that can be obtained through coupons included in advertisements in journals and magazines  Image Research – how to approach a particular market; how does a foreigner perceive its country  Participation Research – testing new designs or posters by submitting them to a panel for review

Research  Photographs and pictures – to analyze behaviors in groups  Letters – reviewing questions or complaints that have been submitted

Conclusion  There are many differences between the various countries and their respective NTO’s and the types of research that they are conducting  Western Europeans on have focused on two types of activities: – Consumer promotion– Trade oriented promotion