Tourism Research in Tourism Research in European National Tourist European National Tourist

OrganizationsOrganizations

Chapter 14Chapter 14

Research MethodologiesResearch Methodologies

What is an NTO?What is an NTO?

A national tourist organization is a A national tourist organization is a country’s official organization that is country’s official organization that is responsible for the development of responsible for the development of promotion, research, and marketing promotion, research, and marketing of tourism of its countryof tourism of its country

Dependent on the national policy, Dependent on the national policy, every country formulates its own every country formulates its own goals for the NTOgoals for the NTO

Activities of NTO’sActivities of NTO’s

There are two types:There are two types:– Tourist informationTourist information– Tourist promotionTourist promotion

Both activities are directed straight Both activities are directed straight at the consumer, for example, the at the consumer, for example, the foreign touristforeign tourist

Consumer Oriented Consumer Oriented activitiesactivities

The main objective of promotional The main objective of promotional activities is to inform the public about the activities is to inform the public about the NTO’s home country, this can be done NTO’s home country, this can be done through such things as:through such things as:– By mailBy mail– Clients inquiries by phoneClients inquiries by phone– Printed matterPrinted matter– Multi-dimensional presentationsMulti-dimensional presentations– Tourist literatureTourist literature– Radio and TVRadio and TV– Advertising campaignsAdvertising campaigns

ResearchResearch

Research is of vital importance and Research is of vital importance and there are many different ways to there are many different ways to conduct research:conduct research:– Desk Research – gathering and Desk Research – gathering and

collecting information on tourism collecting information on tourism research carried out by othersresearch carried out by others

– Field Research – a comprehensive Field Research – a comprehensive research in a given countryresearch in a given country

ResearchResearch

– Qualitative Research – describing a Qualitative Research – describing a market with respect to such features as, market with respect to such features as, the number of visitorsthe number of visitors

– Quantitative Research – mainly Quantitative Research – mainly interested in such factors as, motives, interested in such factors as, motives, attitudes, and images that form the attitudes, and images that form the basis of human behaviorbasis of human behavior

– Market Research – which market Market Research – which market segments in a particular country should segments in a particular country should be covered and howbe covered and how

ResearchResearch

Coupon Research – information that Coupon Research – information that can be obtained through coupons can be obtained through coupons included in advertisements in journals included in advertisements in journals and magazinesand magazines

Image Research – how to approach a Image Research – how to approach a particular market; how does a particular market; how does a foreigner perceive its countryforeigner perceive its country

Participation Research – testing new Participation Research – testing new designs or posters by submitting them designs or posters by submitting them to a panel for reviewto a panel for review

ResearchResearch

Photographs and pictures – to Photographs and pictures – to analyze behaviors in groupsanalyze behaviors in groups

Letters – reviewing questions or Letters – reviewing questions or complaints that have been submittedcomplaints that have been submitted

ConclusionConclusion

There are many differences between There are many differences between the various countries and their the various countries and their respective NTO’s and the types of respective NTO’s and the types of research that they are conductingresearch that they are conducting

Western Europeans on have focused Western Europeans on have focused on two types of activities: on two types of activities: – Consumer promotionConsumer promotion– Trade oriented promotionTrade oriented promotion