The main objectives when tracking the tourism activity in local destinations are to monitor:

  • Evolution of the accommodation offer by type and location
  • Demand seasonality by type and location of the accommodation
  • Evaluate the satisfaction of local businesses with the tourism activity
  • Characterize types of demand, clustering them according to their geographical origin, length of stay, type of services used, seasonality, motivations, trip organization, type of group, activities and places visited, loyalty to the destination and expenditure.
  • Satisfaction, intention to recommend, and intention to repeat visit.

These are to be attained through quantitative research methods, resulting in a periodical series of statistical data to be delivered throughout the local and regional industry stakeholders’ network. Hereby it is important to note that these quantitative surveys may work as omnibus surveys, in which business owners may pay for introducing questions related to their business’ information needs.

These data is to be obtained through two different quantitative methods:

  • For data on occupancy rates, occupancy satisfaction, origin of demand and length of stay, telephone based survey to the accommodation owners has to be carried out, right after every period of two weeks. This should use a sample representing 20% of the total capacity, to obtain a 98.5% of reliability. The occupancy rate is a weighted average for the number of available beds calculated from the answers of each establishment in the sample.
  • For data on characteristics of demand, satisfaction and intention to recommend, an on-site survey has to be carried out either in the tourist areas or in the hotel lobbies. This is designed in many stages: firstly, areas are stratified to ensure that samples are taken from each area. Secondly, primary sample units (towns)  with significant tourist accommodation capacity are selected. Then, intermediate units (establishments) are sampled randomly from clusters. Finally, individual units (tourists) are selected in a systematic random way from within each establishment.

The results may be delivered through both web-based updates every two weeks and an Annual Report to be delivered to all regional stakeholders.

Would you consider any other research objective to be monitored?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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