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Analysis of Consumer Markets : Attracting International Tourists to a Domestic Hotel in the Post-COVID Era / Thomas Wainwright, Justin O'Brien, editors.
- Format:
- Book
- Author/Creator:
- Wainwright, Thomas, active 2024, author.
- Language:
- English
- Subjects (All):
- Target marketing.
- Physical Description:
- 1 online resource
- Other Title:
- Analysis of Consumer Markets
- Place of Publication:
- [Place of publication not identified] : SAGE Publications, Inc., 2024.
- Summary:
- This Data Challenge follows Sam, who has been tasked to undertake some preliminary primary and secondary data analysis in the hotel sector for their employer. The UK Hotel Group is considering pivoting its strategy and customer market from domestic UK business travelers to international tourists in response to changing working patterns following Covid-19. Sam has been asked by their manager to do some initial research to help them better understand the international tourist market and assist them in commissioning a market research firm to complete more extensive analysis. Sam begins by conducting a pilot interview with a customer, before examining their primary data to understand the differences in hotel amnesties and facilities required by different types of guest. Students will evaluate this process and follow the steps taken by Sam in coding and tabulating the data for further analysis. Sam also draws upon secondary data from a desktop search to begin thinking about key target market preferences using city-level statistical data on tourists. Students will follow Sam in analyzing this data and will use their conclusions to help frame key areas of focus for the market research team. The Data Challenge is appropriate for intermediate and advanced undergraduate and graduate students. It is particularly relevant for courses on international business, strategy, research methods, marketing, tourism, and any related course.
- Notes:
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 1-0719-6601-4
- 9781071966013
- OCLC:
- 1463983471
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