The document outlines market research methodologies, emphasizing the importance of both primary and secondary research in understanding consumer behavior and market opportunities. It highlights how businesses can adopt a customer-centric approach through segmentation, targeting, and positioning, while also leveraging research to identify growth opportunities and reduce risks. Additionally, the document touches on the challenges faced by the tourism industry due to climate change, overtourism, and the need for improved technology and working conditions.

1. MARKET
RESEARC
H AND
ANALYSIS

2. Market
Research
Market research is a
way that producers
and the marketplace
study the consumer
and gather
information about
the consumers'

3. 2 types of Marketing
Primary research is research you
conduct yourself (or hire someone to
do for you.) It involves going directly
to a source – usually customers and
prospective customers in your target
market – to ask questions and gather
information.

4. Examples of primary research
are:
• Interviews (telephone or
face-to-face)
• Surveys (online or mail)
• Questionnaires (online or
mail)
• Focus groups
• Visits to competitors'
locations

5. When you conduct primary
research, you’re typically
gathering two basic kinds of
information:
1.Exploratory. This research is
general and open-ended, and
typically involves lengthy
interviews with an individual
or small group.

6. 2. Specific. This research is
more precise, and is used to
solve a problem identified in
exploratory research. It
involves more structured,
formal interviews

7. 2 types of Marketing
Secondary research is a type of research
that has already been compiled, gathered,
organized and published by others. It
includes reports and studies by
government agencies, trade associations
or other businesses in your industry. For
small businesses with limited budgets,
most research is typically secondary,
because it can be obtained faster and

8. The Benefits of
Market Research
1. Maintain a Customer-Centric
Approach
is a business strategy that's
based on putting your
customer first and at the
core of your business in
order to provide a positive
experience and build long-
term relationships.

9. One of the most effective ways to be customer-centric
in your market research is by using a segmentation-
targeting-positioning (STP) model. This marketing
model involves:
• Segmentation: Brainstorm the possible segments
your product or service may appeal to. These
segments can be defined geographically,
demographically, or otherwise.

10. • Targeting: Determine which segment or segments
offer the most profitable opportunities for your
company so you can focus on marketing to these
segments.

11. • Positioning: Develop a strategy for addressing your
target segment’s needs and do it better than your
competitors. You can also consider the best way to
promote your solution to the target segment.

12. 2. Connect With Your Audience Mor
Effectively
1. Don’t use a one-size-fits-all
approach.
2. Respond to concerns.
3. Go above and beyond.
4. Follow up.
5. Keep it personal, not transactional.
6. Focus on face-to-face interactions.
7. Be active on social media.

13. 3. Identify Opportunities for Growth
For example, you may discover:
Unreached segments
• This segment could be consumers of a
different age, gender, income level, or
geographical region, for example. A simple
modification in your product or marketing
strategy may be all it takes to unlock a whole
new customer base.

14. 3. Identify Opportunities for Growth
Business partnerships
• Market research isn’t just an important step
for new companies or companies launching
new products. Conducting market research
periodically can help you discover new
opportunities to improve and grow.

15. 3. Identify Opportunities for Growth
Product improvements
• Market research can reveal possible
shortcomings in your product or services
that, if remedied, would allow you to appeal
to more customers and improve customer
satisfaction

16. 4. Reduce Risks by Testing Concepts
Risk is a necessary part of any business venture.
If businesses didn’t take on risks, they would
also limit the potential for reward. However,
successful businesses tend to mitigate their
risks in strategic ways.A major way you can
minimize risks is by ensuring there’s demand
for a product.

17. 5. Make More Informed Decisions
Market research empowers companies to make
more informed decisions that are backed by
data. Gut feelings are not reliable means of
making decisions.

18. 6. Compete More Effectively
Solid market research can be the difference
that gives you a competitive edge in the
marketplace. For one, by understanding your
customers better, you may be able to engage
them more effectively than your competitor is
doing.

19. 7. Stay on Top of Trends
Market research isn’t just important for new
businesses. As consumers evolve, companies
must also evolve to optimize the way they
connect with customers. Market research is a
valuable means of staying up on relevant
trends.

20. Economic
Impact of
Tourism

22. Current
Challenges
for Tourism
Destination
s
Manageme

23. • Climate change is already contributing to
changing tourist flows and destinations.
• Climate change is not only creating more
frequent extreme events that disturb
tourists and their vacations but also
affecting destinations for the longer term:
Climate
Change

24. • With globalization and the rise in travel
demand, easily accessible and popular
destinations run the risk of experiencing
overtourism.
• Some European cities (e.g., Barcelona,
Dubrovnik, Venice) already suffer from
high numbers of tourists that can’t be
accommodated properly, leading to
Overtouris
m

25. Threats to Cultural
andBiological Diversity
• Nowadays, the degradation of ecosystems is
worsened by climate change (Pellaton et al., 2022)
and as a result threatens the attractiveness of
destinations’ resources and their appeal to tourists.
• Climate change and overtourism are shaping the
tourism sector’s current context, exacerbating the
well-known negative impacts of tourism activity,
and risking the preservation of the biological and
cultural diversity of tourism destinations.

26. • Safety and security have always been a
concern in tourism. Operators and
destinations are responsible for the well-
being of travellers and visitors.
• security procedures have changed
worldwide and have impacted how we
go through airports and how we fly.
Safety and
Security

27. • The tourism sector has traditionally been one
of the early adopters of technology. In the last
decade, a disruptive technological revolution
enabled the emergence of multiple high-tech
managerial solutions: contactless payment,
augmented reality, virtual reality, artificial
intelligence, robots, chatbots, blockchain,
metaverse, massive data analysis with which
to personalize the tourist experience like never
before possible, etc.
• Nowadays, tourism destinations, as well as
Technology and
Digitalization

28. • Tourism is a people industry. The delivery of
quality services and experiences to tourists
relies, mainly, on a large workforce—over 300
million people worldwide work in travel and
tourism—(WTTC, 2022).
• Indeed, improving working conditions
represents a key strategic challenge for the
tourism sector in the coming years. The
availability of qualified talent—with
knowledge, professional experience,
interpersonal skills, decision-making skills, self-
management skills, emotional intelligence, and
Labour Issues

29. • Managing competitiveness cannot
only consist of enhancing the
attractiveness of destinations and
satisfying visitors, while promoting
sustainable socioeconomic progress
in the territory. The technological
revolution provides destinations with
new tools and opportunities to
improve the supply and to better fit
Rethinking
Competitiveness