The document discusses data collection methods for tourism including situational analyses through primary and secondary research. It describes collecting quantitative and qualitative data from surveys, industry workers, forecasts, and other sources to understand consumer behavior, perceptions, and trends. Various data collection methods are outlined like observation, interviews, questionnaires, and collecting existing statistical data. Demand and supply trends in factors like social, economic, technological, and ecological environments are analyzed. It also discusses analyzing competition through characteristics of competitors and comparing destinations. SWOT analysis is described to classify internal/external factors into strengths, weaknesses, opportunities, and threats.