000			02845cam a2200349 i 4500
001			832020
005			20230423160727.0
007			tz
008			181023t20182018enka b 001 0 eng d
020			_a9781138042162
020			_a9781138042162
020			_a1138042161
049			_aPIMLIB
050	0	0	_aG155.7 _b.K65M
100	1		_aKolb, Bonita, _961423
245	1	0	_aMarketing research for the tourism, hospitality and events industries / _cBonita Kolb.
260			_aNew York : _bRoutledge, _c2018. _94722
300			_aviii, 224 pages : _billustrations ; _c26 cm.
449			_aNew-Arrivals-Nov 2019
504			_aIncludes bibliographical references and index.
505	2		_aResearching Changing Visitor Preferences -- Understanding Cultural and Ethical Research Issues -- Starting the Research Process -- Choosing Research Participants -- Writing a Visitor Survey -- Administering Visitor Surveys -- Moderating Focus Groups -- Managing Projective Techniques and Observation Research -- Conducting Visitor Interviews -- Using Social Media to Conduct Research -- Analyzing Research Data -- Preparing the Report and Presentation.
520			_a"This is a user-friendly textbook that covers qualitative, quantitative and social media methods, providing tourism, hospitality and events students and course leaders with an accessible guide for learning and teaching marketing research.The book contains essential information on how to conduct research on visitor trends, experiences, preferences and lifestyles, shedding light on customer preferences, product changes, promotional efforts and pricing differences to ensure the destination is successful. It offers guidance on how to write, conduct and analyze the results of surveys, or use qualitative methods such as focus groups, interviews, projective techniques and observation. It also illustrates how social media can be used as a new means to determine visitor preferences by analyzing online data and conversations. Other content includes suggestions and examples on turning research data into actionable recommendations as well as advice on writing and presenting the final report. Integrated with a wide range of case studies per chapter, this short and accessible textbook is essential reading for all students wishing to gain knowledge as to what visitors want from the travel, hospitality and/or event experience."--Provided by publisher.
650		0	_aTourism _xMethodology _95044
650		0	_aHospitality industry _xMethodology _92630
650		0	_aEntertainment events _xMethodology _961422
650		0	_aMarketing research _xMethodology _95032
690			_a0031 ศิลปศาสตรบัณฑิต สาขาภาษาจีนธุรกิจ BC (ป.ตรี) _9194
942			_cBK
988			_c832020
998			_asiriporn
999			_c832020 _d832020