Market analysis of travel planning

Author: Wang Leiting / Country:
Publisher:
Publish Date: 2003-05-01
Features: Common market research forms. Common specific survey forms mainly include: questionnaire surveys, interview surveys, telephone surveys, media surveys, leave-behind surveys, and document surveys.
(1) Questionnaire Surveys
1. The Concept of Questionnaire Surveys
Questionnaire surveys refer to a specialized survey method where, based on the survey objectives, a questionnaire is designed, and respondents answer the questions and provided choice answers. Questionnaire surveys are a common specialized survey method, an internationally recognized specialized survey form, and also a major form of specialized surveys conducted in China in recent years. Surveys in the tourism market are mostly conducted using questionnaire methods.
2. Characteristics of Questionnaire Surveys
① Easy to understand and convenient to implement
When conducting specialized surveys using questionnaires, since both the survey questions and the choice answers are provided to respondents, they can select from them, making the method easily accepted by respondents.
② Wide applicability
Questionnaire surveys are suitable for specialized surveys on social, political, and economic phenomena, as well as for specialized surveys on issues of concern to the general public and other relevant issues.
③ Saves survey time and improves efficiency
Since the survey objectives, content, questions, and choice answers are all listed in the questionnaire, except in special cases, detailed explanations are not needed. Respondents only need to select and answer, saving time and speeding up the survey process.
3. Designing the Questionnaire
The questionnaire should be designed based on the survey subjects and the expected survey environment and time. For surveys conducted in places like hotel rooms, homes, or waiting rooms (for trains, planes, or ships), where respondents have time to answer thoughtfully, the questionnaire can be designed to be more complex. However, for surveys filled out on-site in scenic areas, they should not be too complex to avoid respondents' lack of cooperation. The questionnaire involves many classification issues, such as occupational classification, and their categories should generally align with national classifications. To obtain more in-depth information, some open-ended questions can be appropriately included, but the number should be limited. Here, the author attaches several questionnaires designed for tourism market surveys in various regions in recent years for reference (see Appendices II to V).
(2) Interview Surveys
1. The Concept of Interview Surveys
Interview surveys refer to a specialized survey method where, according to the planned survey items, questions are systematically proposed to respondents through interviews or inquiries, and information and data are obtained through their answers. It is also a basic form of specialized surveys.
2. Characteristics of Interview Surveys
The main feature of interview surveys is that the entire interview process involves direct interaction between the interviewer and the respondent, influencing and interacting with each other, which is also a process of interpersonal communication. Therefore, to ensure the success of interview surveys, interviewers must not only prepare well for various survey tasks and master interview techniques but also require close cooperation from respondents. The main advantages of interview surveys are: they can combine surveys with discussion and research, not only asking questions but also exploring and researching solutions to problems. The disadvantages are: due to the limitations of the interviewer's quality, the number of respondents, and the representativeness of the respondents, the results of specialized surveys may be affected.
3. Forms of Interview Surveys
In actual surveys, interview surveys can take various forms, which can be summarized as follows:
① Face-to-Face Surveys
Face-to-face surveys usually refer to holding seminars or visiting respondents to collect survey data through face-to-face conversations. Their advantages are: convenient and flexible, high response rates, reliable data collection, and the ability to build rapport and observe respondents' attitudes. Face-to-face surveys require high standards for interviewers, as otherwise, poor quality, attitude, tone, or technique by the interviewer may affect the quality of the survey data.
② Expert Surveys
Expert surveys usually refer to holding expert seminars to obtain specialized survey data through discussions, analysis, research, and soliciting opinions, and then identifying the root causes of problems and proposing solutions. In the various survey methods used in tourism planning, this is an essential form.
(3) Telephone Surveys
1. The Concept of Telephone Surveys
Telephone surveys refer to a specialized survey method where interviewers use phone numbers from phone directories to inquire with respondents by phone to collect survey data. Telephone surveys are more commonly used in developed Western countries and are still in the early stages in China. In the near future, telephone surveys will gradually enter the daily lives of Chinese residents.
2. Main Advantages and Disadvantages of Telephone Surveys
The advantages of telephone surveys are: first, the collected data are fast and cost-effective, saving a significant amount of survey time and expenses; second, the data coverage is wide, allowing direct telephone inquiries to any individuals or organizations with phone access. The disadvantages are: first, the duration of each telephone survey cannot be too long; second, overly complex questions cannot be asked; third, it is difficult to persuade those who hang up and refuse to answer.
(4) Media Surveys
1. The Concept of Media Surveys
Media surveys refer to a specialized survey method where questionnaires are published through media as carriers, and the general audience voluntarily answers and returns the survey results to collect data. The media mentioned here mainly refer to television, radio, newspapers, and websites. For example, the "Serving You" program on China Central Television Channel 2 conducts tourism surveys; there are also many examples of tourism surveys conducted online, which will be detailed in the next section.
2. Characteristics of Media Surveys
① Extensive Coverage
All media have a large number of audiences (listeners, viewers, readers) from different strata and working in various positions.
② Timeliness
Media disseminate information quickly and are not limited by time, space, or geographical conditions.
③ Transparency
Conducting specialized surveys through media makes respondents perceive the survey as highly transparent.
④ Objectivity
Since respondents voluntarily participate, their true thoughts and situations can be reflected.
Media surveys also have shortcomings, such as difficulty in controlling survey errors and being influenced by media circulation, listening/viewing rates, and reading rates.
(5) Leave-Behind Surveys
Leave-behind surveys refer to a survey method where interviewers personally deliver questionnaires or survey forms to respondents, explain the survey objectives and requirements, and allow respondents to fill out and answer them, then collect them at the agreed time. This method is often used for surveys of hotel guests and family members. Leave-behind surveys have the advantages of high recovery rates, respondents' answers not being influenced by interviewers, respondents having ample time to think, and avoiding errors caused by misunderstandings. However, due to limitations such as geographical and transportation factors, leave-behind surveys are not suitable for large-scale implementation, and they are time-consuming and relatively expensive.
Market Segmentation and Characteristics of Segmented Markets
I. Conditions for Effective Segmentation
There are many methods and variables for segmenting a market, but not all segmentation is effective. Segmentation based on height and shoe size may only make sense for clothing and shoe manufacturers but lose value for tourism operators. To make market segmentation effective, segmented markets must meet the following characteristics:
1. Measurability: The size and characteristics of the segmented market can be measured.
2. Accessibility: Tourism information can effectively reach the segmented market, and tourists in the segmented market can have the opportunity to reach the tourism destination.
3. Profitability: The size of the segmented market must be large enough to be profitable.
4. Actionability: Effective plans and strategies to attract and serve the segmented market can be implemented in the segmented market. Only by identifying the most attractive segmented market—the target market—and concentrating limited marketing resources as much as possible on the target market can higher returns be obtained from the customer market.
II. Selection of Segmentation Variables
Based on the designed questionnaires, many segmentation variables are available, including region, gender, age, identity (or occupation), education level, family structure, income, number of visits to Mount Tai, stay duration, purpose, climbing method, tourism organization method, and sources of funding, among dozens of variables. However, based on the above conditions for effective segmentation and considering the of Mount Tai and Tai'an, two main variables are chosen: identity (or occupation) and region. Markets segmented by these two variables meet the conditions for effective segmentation. In addition, to outline some meaningful segmented markets, other variables can be appropriately selected to segment specific markets, allowing tourism operators to enter those markets.
III. Calculation of the Average Attracting Radius of Mount Tai
1. Attracting Radius
The attracting radius refers to the maximum distance from the permanent residence of tourists visiting Mount Tai and Tai'an. Mount Tai is a World Heritage site and the National Mountain, with an attracting range covering the entire country.
2. Average Attracting Radius and Its Calculation Method
The average attracting radius refers to the average distance from the permanent residence of all tourists visiting Mount Tai to Tai'an. It reflects both the attracting power and scope of the tourism destination and the average travel ability of tourists, with the average travel distance of tourists replacing the average attracting radius. The measurement of all travel distances is based on the spatial distance from Tai'an to the county or city where the tourist's permanent residence is located, measured in kilometers. The length calculation follows the main land transportation lines, with railway distances based on the 1995–1996 China Railway Passenger Train Timetable published by China Railway Publishing House in 1995, and road distances based on the "China Transportation and Tourism Atlas" published by China Map Publishing House in 1989. The total travel distance of each respondent is summed and then divided by the total number of respondents to obtain the average travel distance to Mount Tai, which is 407 kilometers.
Note: Although Mount Tai's attracting range covers the entire country, most tourists currently come from medium to short distances. Similarly, the average attracting radius of Mount Tai for other markets such as farmers, workers, and students can be calculated.