CASE PROBLEM:
You are the research director of the Colorado Tourism Office and plan to conduct a study of tourists visiting the state to create a profile of the Colorado visitor to help guide advertising and promotion decisions. What questions will you ask in the study? What demographic data will you collect? How will you sample visitors to ensure you have a representative sample? How will you tabulate the results? How will you present your findings?
Be sure to elaborately answer the questions.
You are the research director of the Colorado Tourism Office and plan to conduct a study of tourists visiting the state to create a profile of the Colorado visitor to help guide advertising and promotion decisions. What questions will you ask in the study? What demographic data will you collect? How will you sample visitors to ensure you have a representative sample? How will you tabulate the results? How will you present your findings?
Be sure to elaborately answer the questions.
The questions that
could be addressed in the study would be related to the key tourism spots of Colorado.
We will first ask the people about their domicile i.e. whether he or she is
domestic tourist or international tourist, if domestic, then from which state
and if international, then from which country. We will also collect data about
their age, sex, purpose of visit, whether accompanied by family or friends or
business associates. To enhance the representational value of the sample, it
will be my endeavour to collect data from all the entry points that are,
airport, railways and bus stations. Data can also be collected from the gas
stations located at the entrance to the city in order to cover people
travelling in their own vehicles. Further, data will also be collected from
different categories of hotels, motels, camping sites and guest houses. All the
above mentioned factors would be considered and tabulated in a table with a
proper format. These tabulations will be shown to the people and hence
conclusions will be drawn. All parameters will be seen and kept in mind to be
able to make a plan to enhance the tourism industry of Colorado. Prime motive
would be changing the area according to the needs of tourists. Cultural
diversification and hospitality needs can be incorporated to enhance the
tourism. Tourism is a booming industry and its important to weigh all the
factors for developing it.
Psychographic
Market Segmentation
It is a type of
segmentation based on the customer’s behaviour.
It basically divides the market according to the lifestyles of the
customers. Other factors that it considers are attitudes, activities and expectations
of the consumers. Knowledge of these can help change the campaigns and
advertisements and promotional activities.
The broad categories in
which Psychographic Market Segmentation can be divided are-
Lifestyle of people-
There are differences in the lifestyle pattern of different families and
people. For example, a family having 2 kids and a couple is likely to have a
different schedule as compared to an elderly couple living alone.
Opinions and interests
of people- it covers various spheres like the political opinions of the
customer, recreational options, environment opinions and views on arts and
cultural issues. These opinions do have an impact on what customers prefer and
buy.
Loyalty towards Brands-
certain customers are loyal to a specific brand. They prefer that brand over
all other options. Such preferences help in knowing the buyer’s interest and
buying behaviour.
Occasions- This tells
us about when the product is bought. Having knowledge of purchasing behaviour
of customers can help in segmenting the market according to the customer’s
demands on particular occasions.
Benefits- some
consumers look for specific benefits from a product. Marketers can segment the
market according to the benefits the consumers look for in the product. For
example, particular toothpaste, or a particular shampoo etc.
Usage benefits- markets
can also be segmented according to either the consumers buy light, heavy or
medium level products.
What might be an
obstacle to the optimistic projections of increased international tourism forecast?
An optimist projection
of increased international tourism forecast presupposes ideal economic and
political situation. However, we are not living in an ideal world. There can be
many foreseen as well as many unforeseen events which can hamper the growth of
international tourism in any state or even country. These factors can be
summarised as below-
Economic factors
International tourism
costs a lot of money. Airfare and accommodation charges constitute the major
chunk of this cost. International tourism will grow only if people have spare
cash. In case of any downturn in the economy the ‘carry home of packets’
dwindle be it the employees or self employed entrepreneurs. In such a scenario,
the axe invariably falls on the budgeted holiday expenditure.
Political factors
International tourism
is also depending upon the prevailing political situation in their choice of
destination. No one would like to visit a state or country where the general
atmosphere is marred by protests, violent demonstrations and unrest. Security
concerns in the shape of terrorism threat or an actual terrorist attack may
also force tourists to curtail their visits to a particular area.
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Can tourism
enhance and improve a destination area’s cultural and hospitality resources?
When a destination
starts exploring its tourism capabilities, it tries to change the overall
outlook of the area. Every aspect of the nation is taken care of to invite
international tourists to the country. This helps in giving boost to the tourism
industry of the nation. To attract business or recreational tourism, the area
develops all its factors. Cultural and hospitality are taken major care of. All
the major hotels and motels focus on enhancing the cultural diversities of the
nation. The attention of the world is directed towards the nation through its
diverse and different culture. The staff and other attendants in the hotel or
motel are trained to handle the customers with utmost attention and care. They
give extra attention to the tourists. They know how to behave with them and
handle them with patience if a problem arises. Hence, it can be seen that the
tourism can improve culture and hospitality of the destination. It also
provides a sense of belongingness towards their area in the hearts of people.
What do you think the
future of space tourism will be?
Space tourism is
referred to as the travel of space for recreation or business activities. Many
corporations have started up hoping to covert space tourism into a booming
industry. Russian Space Agency is the only company providing orbital space
tourism. But, this is expensive and limited in nature. This tourism industry is
new in the market and can become a million dollar market in the coming years.
In the last decade, 8 citizens have paid around 20 million dollars for space
travel. Around 500 tickets have been sold by Virgin Galactic agency. The price
and sales of tickets is expected to rise by next year. Many organizations like
Space Tourism Society have been formed to advertise and promote space tourism.
But there are problems about environment which are likely to crop up. Climatic
system can become imbalance due to rise in temperature. Ozone layer can also be
affected and there can be an imbalance around the poles as well.
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