Marketing Research for the Tourism, Hospitality and Events Industries
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A01=Bonita Kolb
artificial intelligence applications
Author_Bonita Kolb
Category=KJSM
Category=KNP
Category=KNS
Category=KNSG
Category=S
digital consumer insights
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_sports-fitness
ethical and cultural issues
marketing research
observation research
projective techniques and observation research
qualitative data analysis
quantitative methods
real-time visitor behaviour research
research participants
sustainability research
the research process
thematic analysis techniques
visitor focus groups
visitor survey
Product details
- ISBN 9781032940380
- Weight: 400g
- Dimensions: 174 x 246mm
- Publication Date: 20 Jun 2025
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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This user-friendly textbook covers qualitative, quantitative and social media research methods to provide students and course leaders with an accessible guide for learning and teaching marketing research from start to finish.
The second edition of this textbook has been updated to include:
- New content on digital research, social media research methods, emerging technologies such as AI in marketing research, sustainability in tourism, hospitality and events research, thematic analysis, real-time research and researching current visitor trends, experiences, preferences and lifestyles to ensure the destination or event is successful
- New international short case studies to showcase real-life applications where market research can be used to attract and retain visitors for tourism, hospitality and events
This holistic, concise and accessible textbook is essential reading for all students to gain knowledge as to what visitors want from the travel, hospitality and/ or event experience and how to influence a destination’s success.
Bonita Kolb is Emeritus Professor at Lycoming College, Williamsport, USA, currently living in Nashville, Tennessee.
