Marketing Research Utilisation in Tourism

• 발행기관: 세계문화관광학회
• 저자명: Liljana Elmzi Elsa Gega Ma Rejla Bozdo
• 간행물 정보: 『Conference Proceedings』9th International Joint World Cultural Tourism Conference 2008, 701~710쪽, 전체 10쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2008.11.30

영문 초록

The main question which this paper attempts to answer is: what are the factors that determine marketing research orientation in a tourism organisation? The study makes an understanding of the role that marketing research information plays in management of tourism organisation. Our paper provide a eros sectional view of the status-quo of marketing research in Albania. The questionnare is used to determine the perceptions of respondents of the level of control exercised by airlines and wholesalers; the level of research activity performed by airlines and wholesalers and the cost and usefulness of marketing research. The initial questionnaire was pretested with 20 marketing executives. The final questionnaire, after two stages of refinement, was administered during personal interviews. The final sample used in analysis consisted of 91 travel agencies. The sampling selection procedure in this study was not strictly probability- based, and the sampling propotion was probably about 10 % of the relevant local population.

목차

ABSTRACT

Introduction

The Travel Agents Study

Dissemination of Results of The Exploratory Studies

Research Instrument

Hypotheses And Reliability

Hypotheses

References

키워드

Marketing Research Tourism Organisation Travel Ageencies Respondents