Research methods of red tourism market

The development of tourism products must be market-oriented. Only by grasping the needs and changes of the tourism market can we develop more distinctive tourism products. As a new tourism product combining tourism and patriotism education, red tourism must be thoroughly investigated and studied in order to maintain healthy and sustainable development. So what are the methods of tourism market survey?

Five methods of tourism market investigation: inquiry method

Inquiry investigation method is a field investigation method in which investigators directly contact with the respondents. Tourism market investigators ask the respondents in various ways through pre-prepared investigation questions, and obtain the required information through their answers. In order to facilitate the standardization of data collection and the convenience of sorting out data, the questions drawn up in advance generally appear in the form of questionnaires, so the design of questionnaires directly affects the results of the survey.

Inquiry and investigation methods are generally divided into the following four types:

1. Interview. Investigators visited the interviewees and asked questions in person or by telephone according to the survey outline. Methods include personal interview, group interview and conference interview. Using this method, investigators can flexibly decide the way, content and time of the conversation according to the specific situation of the respondents, which is helpful to eliminate the doubts of the respondents and establish a harmonious conversation atmosphere, thus achieving good results and high quality. However, this method is time-consuming, expensive and easily influenced by the quality of investigators, and it is difficult to manage and operate.

2. Mail method. Investigators will send the designed questionnaire to the respondents through various media (such as mail, e-mail, newspapers and magazines, etc.). ), let them fill it out and send it back. This way can investigate more contents, and respondents can have time to think seriously and answer calmly, but this kind of investigation has low recovery rate and long information feedback time, so it is difficult to judge the authenticity of respondents' answers from the table. Therefore, the mail survey method can use certain material incentives to improve the recovery rate of the questionnaire.

3. lien method. This method is between the interview method and the mail method, which means that the investigator leaves a questionnaire in the interview process, allowing the respondent to fill it out freely and then withdraw it. This method can avoid the shortcomings of short interview time, haste and simple questions, and can also avoid the shortcomings of low recovery rate of mail method; But it takes time and money.

4. Telephone method. The investigators asked the respondents for their opinions directly by telephone. The advantages of this method are fast information feedback and low cost, but it is impossible to have too many questions and in-depth conversations.

Tourism market survey method: copywriting survey method

Tourism marketing survey needs to collect two kinds of data, namely statistical data and original data. Among them, statistical data, also known as second-hand data, is data collected, processed and published by others. Copywriting survey is a survey activity that collects all kinds of historical and realistic dynamic statistical data (second-hand data), extracts information related to market survey and makes statistical analysis in the office. So it is also called indirect investigation, data analysis or indoor research. Generally speaking, the collection of statistical data is faster and the cost is lower.

The main sources of statistical data are:

1. Various materials accumulated by tourism enterprises, such as travel newspapers and some internal documents.

2 national economic development plans, statistical data, policies and regulations. Published by state organs and some internal information.

3 information provided by tourism organizations such as tourism industry associations, or market information and research results provided by tourism research institutions, tourism professional intelligence agencies and consulting institutions.

4. Exchange relevant information among tourism enterprises.

5 domestic and foreign public publications such as newspapers, magazines, books and books published news, reports, news, comments and investigation reports.

There are three main ways to obtain the above statistics:

1. Literature screening method. This method is usually based on the purpose and requirements of tourism marketing survey, targeted to find relevant literature, from which the information related to tourism enterprise marketing is analyzed and screened out. For example, tourism enterprises should collect statistical data of China tourists' tourism consumption expenditure. We can know the tourism consumption and expenditure of tourists of different ages and occupations in different cities through the China Tourism Statistics Yearbook, and further investigate the situation of tourists in catering, accommodation, local transportation, shopping and entertainment. Literature screening method is the most important source for tourism enterprises to obtain technical and economic information because of its advantages of wide dissemination and convenient record retrieval.

2. Analysis of newspaper clippings. This method means that investigators usually analyze and collect tourism marketing information from various newspapers and periodicals. The prominent characteristics of the information society are the large amount of information and the fast flow of information, and the ever-changing market situation will be reflected in daily news reports.

If tourism investigators carefully observe, collect and analyze the marketing information of tourism enterprises in various public newspapers and magazines, they will often receive unexpected marketing effects. Therefore, tourism enterprises should actively subscribe to newspapers and magazines related to tourism, and at the same time make full use of modern communication channels such as radio, television and internet to collect intelligence information, find market opportunities in time, and strive for and occupy the market.

3. Information network. This method means that tourism enterprises set up information contact networks nationwide or in some foreign regions to expand the scope of business intelligence data collection. Generally speaking, tourism enterprises send special personnel to set up fixed information collection points in key marketing areas or regularly exchange information with tourism-related departments and relevant information centers to obtain information on supply and demand trends in the tourism market, tourists' purchasing behavior, prices and so on, thus establishing a tourism information network.

Large hotel chains in the world generally have information contact networks, and hotels in chain groups can enjoy relevant tourism marketing information. Due to the extensive information contact network, a large amount of information is obtained. However, this method is also limited by the scale, capital and manpower of tourism enterprises, and is generally suitable for some large tourism group enterprises.

Tourism market survey method: observation method

Observation method refers to a market research method in which tourism investigators go to various places to observe and record. When observing, you can not only hear and see the scene, but also record the scene with cameras, tape recorders, video cameras and other instruments to obtain real information.

The advantage of observation method is that the respondents are often observed and investigated unconsciously and are in a natural state, so the information collected is objective, reliable, vivid and detailed. However, this method is expensive and can only observe the facts, but can't observe the internal factors of behavior, such as feelings and attitudes, so it is generally used in combination with other methods such as face-to-face interviews.

Research method of tourism market: experimental method

Experimental method refers to an investigation method in which tourism investigators put the respondents in a specific control environment, take variables outside the control, test the differences through experiments, and find out the causal relationship between variables. Because the experimental method is carried out in a small environment, it is easy to control in management and the information obtained is objective, so it is generally suitable for obtaining causal investigation data.

Tourism market survey method: network survey method

Network survey refers to the method that tourism investigators use the Internet to understand and master market information. The specific way is for tourism enterprises to obtain the information of the respondents by attaching questionnaires to the web page and sending emails to the respondents. Compared with the traditional methods, this new investigation method has the advantages of simple organization, low cost, high objectivity of investigation results, rapid and intuitive dissemination, no time and space and geographical restrictions, and short investigation period. However, the survey object of this method is limited to the people who surf the Internet, and it lacks universality.

The definition of tourism market survey With the development of economic globalization and borderless market boundaries, the market is expanding rapidly. Due to the development of transportation and communication, consumer demand is becoming more and more diversified and changeable, and the competition among enterprises is becoming increasingly fierce. How to analyze, find and determine the market has become a key issue for enterprises.

In China, tourism started late, with a low starting point, but in recent years, the country has clearly established tourism as an important industry of the national economy, and its development prospects are very broad. This is undoubtedly a good market prospect for tourism enterprises. Therefore, is it enough for enterprises to successfully develop the tourism market and meet the preconditions of the tourism market? Perspective? Tourism market, that is, to carry out tourism market investigation and forecast.

Tourism market survey refers to the activities of collecting, sorting out and analyzing information about tourism marketing activities in a targeted, planned and systematic way by using scientific methods, so as to understand the tourism marketing environment and market conditions and provide basis for tourism management decisions.

In order to further clarify the concept of tourism market survey, several aspects included in tourism market survey are explained in detail.

1. The purpose of the tourism market survey. Its purpose is to provide reference for decision-makers or management departments of tourism enterprises, which may be to formulate long-term strategic plans of tourism enterprises, or to formulate plans or specific policies at a certain stage for a certain problem. Research can be academic or practical.

2. The contents of the tourism market survey. The purpose of tourism market survey is generally determined by the purpose of tourism market survey. Generally speaking, it mainly involves several aspects:

(1) Tourism market environment survey.

(2) Tourism market demand survey.

(3) Investigation on the supply of tourism market. Tourism supply is the total amount of tourism products provided by the tourism market in a certain period of time, including tourism attraction survey, tourism facilities survey, accessibility survey, tourism service survey, tourism image survey and tourism capacity survey.

(4) Investigation on the marketing operation status and effect of tourism enterprises. By investigating the controllable factors of tourism enterprises, the operation state and effect of marketing can be reflected. These controllable factors mainly include tourism products, tourism prices, tourism distribution channels and tourism promotion.

(5) Tourism competition survey. Including the number, distribution and marketing ability of competitors; Advantages and disadvantages of competitors; The strength, marketing strategy and actual effect of the main competitors; Possibility and mode of cooperation with competitors; Marketing, strategy and effect of this unit.

Sample Selection of Tourism Market Survey Technology (1)

The selection of market survey samples can be divided into two methods according to the scope of the survey object: market survey and sampling survey.

Market survey method, also called comprehensive survey method or general survey method. It is a comprehensive survey of all the research objects. It has the advantages of wide investigation scope, many objects and comprehensive information, but it has a large workload, high cost and limited investigation content.

Sampling survey is a statistical survey method to infer the total number of overall signs according to some actual survey results, which belongs to the category of incomplete survey. According to the scientific principle and calculation, it extracts some sample units from the population of things composed of several units for investigation and observation, and uses the obtained survey mark data to represent the population and infer the population.

Sampling survey data can be used to represent and calculate the population, mainly because:

(1) The survey sample is randomly selected, and the probability of each unit being selected in the population is equal. Therefore, it can ensure the uniform distribution of the selected units in the whole population, and there will be no bias error, which is very representative.

(2) Take all sample units as one? Delegation? , with the whole? Delegation? To represent the whole. Instead of using randomly selected individual units to represent the whole.

(3) The number of selected survey samples is determined by scientific calculation according to the requirements of survey error, and there is a reliable guarantee on the number of survey samples.

(4) The error of sampling survey can be calculated according to the overall difference between the number of samples and the units before the survey, and controlled within the allowable range, so the accuracy of the survey results is high.

Like other surveys, sampling surveys will also encounter errors and deviations in the survey. There are usually two kinds of errors in sampling investigation: one is work error, also known as registration error or investigation error; One is representative error, also known as sampling error. However, sampling survey can control the representative error within the allowable range through a series of scientific methods such as sampling design and calculation. Therefore, the results of the sampling survey are very reliable.

Sampling survey is divided into simple random sampling, equidistant sampling, stratified sampling and cluster sampling.

Simple random sampling is also called simple random sampling. In other words, the survey units are randomly selected from the population, without any grouping, classification, queuing, etc. The characteristics are: the probability of each sample unit being extracted is equal, each unit of the sample is completely independent, and there is no certain correlation and exclusion between them. Simple random sampling is the basis of other sampling forms. This method is usually only used when the difference between the whole units is small and the number is small.

Isometric sampling, also known as mechanical sampling or systematic sampling. It arranges the whole units into a graph or list according to a certain symbol or order (so-called queue), and then extracts sample units at equal distances or intervals. The characteristics are: the units extracted are evenly distributed in the population, and the samples extracted can be less than pure random sampling. Equidistant sampling can be queued with signs related to the survey items or signs unrelated to the survey items. Isometric sampling is a widely used method in practical work. At present, this method is used in the income and expenditure survey of urban and rural residents in China.

Stratified sampling, also known as type sampling. It is to divide the whole unit into several types or levels according to its attribute characteristics, and then randomly select sample units from these types or levels. The characteristics are: due to classification and stratification, the similarity between various types of units increases, and it is easy to extract representative survey samples. This method is suitable for situations where the overall situation is complex, there are large differences between units and there are many units.

Cluster sampling is to extract survey units from the population in groups, rather than sampling survey samples one by one. The characteristics are: the investigation units are relatively concentrated, and the organization and conduct of the investigation work are more convenient. However, the distribution of survey units in the population is uneven and the accuracy is poor. Therefore, this method can be used when there is little difference between groups or it is not suitable to select survey samples separately.

(B) the design of tourism market questionnaire

Questionnaire design is a very meticulous work, and a good questionnaire should be: concise content and comprehensive information; The questionnaire questions are arranged reasonably, logically and easily understood; It is convenient for data analysis and processing.

A questionnaire usually consists of four parts: title, explanation (preface and conclusion), main content and coding. The topic of the questionnaire is mainly to directly explain the subject of the survey, which requires clarity, conciseness and pertinence. The preface of the questionnaire mainly explains the purpose, significance and filling requirements of the survey. The preface should be concise and easy to understand, which can stimulate the interest of the respondents. The conclusion of the questionnaire is mainly to thank the respondents for their cooperation, and to record the names, time and place of the respondents. The main body of the questionnaire is the main information that needs to be collected in market research, which consists of questions and corresponding selection items. By designing the main questions and respondents' answers, market researchers can fully understand the basic personal situation of the respondents, as well as their attitudes, opinions and behaviors towards a particular thing. In general, Arabic numerals and English characters can be used to represent the codes of questions in the questionnaire text, which is convenient for data collation.

The accuracy of data collection directly comes from whether the topic design of the questionnaire is scientific and reasonable. The requirements for a good questionnaire theme design are:

1. The text should be expressed accurately and the content should be specific and clear. The paper filler should not be given a vague understanding, for example,? Do you travel a lot? It's just that the words are inaccurate because? Often? Different people have different understandings and answers, so they cannot get accurate information. If you change it to a specific question: How many times did you travel last year? In this way, the expression is very accurate and there will be no ambiguity. Therefore, questions should not include? Often? Maybe? Probably? Words that easily lead to differences in understanding between questioners and investigators.

2. Avoid using abbreviations, proverbs or uncommon words that interviewees may not understand. For example, when facing the demand survey of the aging market, use? A donkey friend? This word may cause misunderstanding.

3. The questionnaire should avoid using leading statements. When designing the questionnaire, ask the travel agency whether the tourism products are of high quality and low price. Are you ready to buy them? Such a problem can easily lead the person filling in the form to draw a positive conclusion or dislike the problem, and simply draw a conclusion, which can not reflect the real attitude and purchase intention of consumers, so the conclusion is also lack of objectivity and the reliability of the result is low.

4. The design of questionnaire questions should be artistic, so as to avoid stimulating the people who fill in the form and not cooperating well. For example, the following two levels of problems:

A. What is the reason why you haven't traveled abroad so far?

A, no money b, no interest c, no knowledge of foreign languages d, dissatisfaction with existing products.

B: What's the main reason why you haven't traveled abroad so far?

A, the price is relatively high; B, dissatisfied with organized travel agencies; C, the existing product design is unreasonable; D, others.

Obviously, group B questions are more artistic and can make respondents cooperate happily. Group A questions are more likely to cause disgust, unwilling to cooperate or inaccurate survey results.

5. Avoid sensitivity issues. Questions that involve the questioner's psychology, habits and personal privacy and are unwilling to answer, even if included in the questionnaire, are not easy to get real results. If you can't avoid this kind of problem, you can list your grades or ask indirectly. For example, when investigating personal income, it is not easy to get accurate results directly, so it is better to let them choose in different grades.

6. Avoid mistakes. For example, because of too long time, I can't remember clearly or my memory is inaccurate.

According to the survey industry and the survey direction, the design of the questionnaire is different in form and content, but no matter what kind of questionnaire it is, the following points must be paid attention to in the design process: (1) to clarify the purpose and content of the survey, and the questionnaire design should be based on it; Clearly targeted at the crowd, the language wording of the questionnaire design is properly chosen; When designing the questionnaire, we should consider whether the data statistics and analysis are easy to operate; It is best to have a description (title, purpose, applicant's benefit, organizer) at the beginning of the volume. If personal information is involved, there should be a description of privacy protection; The number of questions should be rationalized, logicalized and standardized.

Finally, even a questionnaire that looks successful in design may not be successful in practice, but it must be tested in practice. Therefore, when designing the questionnaire at first, we should set it in a similar environment, fill it in a small range, and feedback and modify the results in time. Only in this way can we achieve the ultimate goal of market research, that is, to make valuable reference for strategy with accurate data and analysis.

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