1. Quantitative and qualitative research methods in tourism Jana Kučerová, Ľudmila Šmardová 21. April 2015 Bulgaria : Varna Free University 543681-TEMPUS-1-2013-1-DE-TEMPUS-JPHES - CruiseT Network of competence centres for the development of cruise tourism in the Black Sea region (Georgia and Ukraine) FACULTY OF ECONOMICS MATEJ BEL UNIVERSITY BANSKA BYSTRICA

2. Structure Research Questions and Research Strategy and Design Market Research Research of Tourism Supply and Demand

3. Research Questions They are crucial because they will: Guide the literature search Guide the decision about research design Guide the analysis of the data Guide the writing up the data Stop you from going off in unnecessary directions

4. What is the objective of our research? Do we want to examine the contemporary situation in tourism development in destination? Do we need to know attitude of local inhabitants to tourism development? Do we need to know contemporary tourism market?.............

5. Research Strategy and Design QUANTITATIVE Cross – sectional social survey research or structured observation on a sample at a single point in time QUALITATIVE Cross – sectional qualitative interview or focus groups at a single point in time, but also qualitative content analysis of a set of documents relating to a single event or specific period in time Source: Bryman, A. – Bell, E. 2003.

6. Research Strategy and Design QUANTITATIVE Longitudinal social survey on a sample on more than one occasion or content analysis of documents relating to different time periods (statistical analysis) QUALITATIVE Longitudinal qualitative interviewing on more than one occasion, or qualitative analysis of documents relating to different time periods Source: Bryman, A. – Bell, E. 2003.

7. Example of Statistical Analysis Number of Accommodation Facilities 2002 – 2006

8. Example of Statistical Analysis Bed Cappacity 2002 – 2006

9. Research Strategy and Design QUANTITATIVE Case Study social survey research on a single case with the view to revealing important features about its nature – can be combination of quantitative and qualitative research. QUALITATIVE Case Study qualitative interviewing of a single case – can be destination, business, individual, organization Source: Bryman, A. – Bell, E. 2003.

10. Research Strategy and Design QUANTITATIVE Comparative Social survey research in which there is a direct comparison between two or more cases QUALITATIVE Comparative qualitative interview research on two or more cases – study on cruise tourist behavior in the centers of competences Source: Bryman, A. – Bell, E. 2003.

11. IssuePurposeQuestion/ why to do research? SegmentationComposition of tourist market segmentsWhat is our current and potential visitor? MotivationReason for purchase/ visitWhat is the tourist´s motivation to visit our destination? SatisfactionDegree product meets expectationsHow can we improve the visit experience? ProductImprovement of productDoes our destination provide the benefits desired by visitors? PromotionEfectiveness of different promotional methods and media Does our promotional material motivate our targeted segment to visit? Market Research EXAMPLES

12. IssueQuestion Ask research questionWhat do we want to know about people who visit – or don´t visit our destination? Decide on source of information Is there information already available to answer the question, or will we need to ask ourselves? Choose research approachWhat is the best approach to obtain the information? Choose research methodWhat tool will we use to obtain the information? Plan research designWho will we ask and when? Conduct researchWho will do research? Report the findingsWhat should we do with the answers we get? Data processing - SPSS, R soft, MS excel, etc. Describe situation, Emphasis benefits, Suggest improvements

13. ApproachPurposeMethodDescription DescriptiveProvides details on demographic, characteristics of tourists, frequency of visitation.... SurveyTourists are asked a set of prefered questions ExploratoryObtains insights on attitudes, opinions, values Interviews Focus group Projective techniques Observation Tourists are quest. individually............. are interviewed in groups To obtain emotional response Tourist behavior observed in patterns CasualDetermines effect of change ExperimentationAn action is tried on small scale (group) and the results are measured Research Approaches and Methods

14. Question TypeDescriptionExample Forced choiceParticipants must choose from several questions Open endedParticipants allowed to determine own answers Dichotomous choice Choose from 2 answers Multiple choiceChoose from set answers Importance scale Participants ask to rate importance Likert ScaleParticipants are asked to agree or disagree with a statement Rating scaleRate an aspect of product Survey Questions http://ec.europa.eu/public_opinion/flash/fl_370_en.pdf http://ec.europa.eu/public_opinion/flash/fl_334_en.pdf

15. Market Survey - Satisfaction (Case study Donovaly)

16. 1. Tourism supply (analysis) Core product (main features that motivates tourists to visit destination) Supported product (additional services and products, that make the visit experience enjoyable) Augmented product (perceived added value, etc.) 2. Tourism demand analysis Current demand Potential demand in connection to attractions Research of Tourism Supply and Demand

17. 2. Tourism supply analysis AUGMENTED PRODUCT SUPPORTED PRODUCT CORE PRODUCT Streets and sidewalks Building, parks and paths Stores Safety People and living heritage SOUVENIRS AND TOURS RESTAURANTS LODGING TRANSPORTATION OTHER SERVICES HISTORICAL SITES AND MONUMENTS HISTORICAL EVENTS FAMOUS PERSONS CULTURAL AND NON-PROFIT ATTRACTIONS ENTERTAINMENT, SPORT, SHOPPING

18. Core productQuestions asked Historical sides or monuments Are we home to any historical side? Do we have significant historical sides, monuments? Are we known for any historical event? Are we home to any famous person or group? Do we have past well preserved in the city´s buildings? Cultural and non- profit attractions What theatrical and musical group is in the city home to? Are there touring companies that performing in our city? Are there local amateur or professional performance groups? Are there ethnic groups Are there any exciting music, visual, community, art festivals? Are there perfomances for public? Source: Kolb, M. B. 2006. Core product analysis

19. Core product Tourist attractions What for-profit attractions does the city have? What type of people does each appeal to? Is the attraction in good condition? Does it tie into current lifestyle or interest? Could its image be updated? Entertainment Do we have active night-life Are we known for any specific entertainment Do we offer variety entertainments for various groups? Do we have entertainment focus on families? Sports Do we have major or minor league teams? …. Is the surrounding area known for any specific type of sports activity? Shopping Do we have variety of retail establishment Do we have special retail establishment Do we offer to purchase unique arts or crafts? Do we have antique stores? Source: Kolb, M. B. 2006. Core product analysis

20. 2. Tourism supply analysis the analysis of destination and it´s product, EXAMPLE OF RESEARCH PROCESS: Purpose: Analysis of Source of information Research approach Research methodResearch design Core product Secondary DescriptiveIn-depth analysis web sites, printed materials, other available sources Supported product Secondary DescriptiveIn-depth analysis web sites, printed materials, other available sources PrimaryExploratory Focus Group Observation researchers group of visitors Augmented product PrimaryExploratoryFocus Group Observation researchers group of visitors

21. Augmented product analysis EXAMPLE (streets, sidewalks)

22. Augmented product analysis EXAMPLE (buildings)

23. Augmented product analysis EXAMPLE (stores)

24. 2. Tourism supply analysis the analysis of destination tourism product, RESULTS: Product worksheets: reports of findings includes ProductDescription/ evaluationBenefitsSuggestions Core product Supported product Augmented product

25. 3. Tourism demand analysis aimed on current and potential visitors of destination EXAMPLE OF RESEARCH PROCESS: research is usually conducted by the questionnaire (quantitative) or using focus group, experiment (qualitative), etc. Purpose: Analysis of Source of information Research approach Research methodResearch design Motivation Interests Secondary Primary Descriptive In-depth analysis Survey Existing surveys (e.g. European Commission) visitors

26. 3. Tourism demand analysis NEEDED RESULTS: features of the CORE product as the main motivation to visit the destination Core product features Evaluation Benefits Suggestions

27. Sources Bryman, A. – Bell, E. 2003. Business Research Methods. Oxford University Press. ISBN-019-925938- 0. Kolb, M. B. 2006. Tourism Marketing for Cities and Towns. Elsevier Inc. ISBN 13: 978 -0 -7506- 7945- X.