TOURISM DATA COLLECTION

Data collection

• Situational analyses – to perform situational analysis should be carried out marketing research to obtain quantitative / statistical and qualitative information from the following sources :

– Primary information from survey research on consumer behavior, motivation, satisfaction, studies of geographic segments, examining the image and destination brand perception, research needs, desires, attitudes and preferences of the client

– Primary information from workers in the tourism industry who are in constant contact with the target groups

– Forecasts trends and research in other areas (eg economic or socio-economic)

Marketing research

Continuous process specification, collection, analysis and interpretation of data about the environment in which the entity is located, to better understand the environment and further development entity (Aaker and Day, 1991)

Market analysis - collecting and evaluating information from the macro-environment (demographic, economic, technological, political-legal, socio-cultural analysis of the market), the task environment (competition analysis, product and price, the market portfolio, colleagues and organizations) and the environment of their own, research needs, desires, attitudes and preferences of the client

Analysis of the market portfolio, market research focusing on consumer behavior

Methods of data collection

• Observation (eg testing of the design marks)• Collection of primary data - such as individual

interviews, questionnaires, surveys (oral, telephone, etc.) - the aim is to obtain usable data for qualitative and quantitative research

• Collection of secondary data - a new interpretation of the data (existing statistical data)

• Importance of the Internet - statistics / web analytics (can be sorted as needed)

Trends – another sources to realise situational analyses • Supply trends

Competitive environment - competitive destination / discovering "new destinations“, increase loyalty to the destination (product), price competition, focus on the" Packages "

Social environment - weekends and short holidays,customer environment - providing benefits to clients, new products respecting new interests

Technical and technological environment - booking via the internet, technical progress in transport segments,economic environment - the pressure on the price of providers and service intermediaries

Ecological environment - demand for organic products and destinations, products focused on healthy lifestyles

• Demand trends demographic environment - shifts in the age structure of

customers, changes in household structures social environment - changing cultural habits and lifestyle, an

emphasis on quality (environment, communication, social relationships)

customer environment - increasing client education and experience to travel, increase mobility, special interests, the growth segment of the city (cultural) tourism, active tourism and business, increase in individual ways, the growth of frequency of the trips during the year, decreasing the average length of stay,technical and technological environment - low cost airlines, ground transportation, increasing the number of bookings at the last moment, the development of the Internet saving the client time and money

economic environment - quality / price ratio, increasing the demand in some developing countries

ecological environment - emphasis on "clean" products, increasing the responsibility of the tourism participants to physical and socio-cultural environment

• Supply analyses

Socio-cultural and physical (natural resources)

Material-technical base - accommodation (number of facilities, capacity, usability), dining facilities, MICE services intermediaries (tour operators - number, bid), guide services cultural and socio-entertainment facilities, tourism organizations

Accessibility

• Demand analyses

Statistics of the collective accommodation establishments

Domestic and foreign demand - by selecting the type of accomodation, the average expenditure / expense, method of transportation, motivation to participate in tourism, travel organization, source of information about the destination

Analysis of competition / competitiveness

Determination of the characteristics and size of competitors (strengths and weaknesses, marketing strategies, identifying competitors' products - such as method of benchmarking - comparisons with the best - evaluating the effectiveness of resource destination in providing quality and value for the client - may be subject to evaluation services, products, service providers etc.)

Demand conditions (size, distance and nature of the source market) - for accurate determination of direct and indirect competition is necessary to survey and monitor the demand in each geographic segment

Nature of the product and pricerelated and supporting industries

Combination strategies with an emphasis on image

SWOT analyses

– Purpose of this method lies in the classification and evaluation of individual factors, which are divided by 4 basic groupsinternal / internal: strengths, weaknessesexternal / external conditions: Opportunities, Threats

– By analyzing the interaction of factors, strengths and weaknesses on one side to the opportunities and dangers on the other hand, can gain new qualitative information to characterize and evaluate the level of their mutual conflict or contrast of mutual support

–Success = maximizing strengths and minimizing weaknesses opportunities and threats