Operational Issues in Marketing Research: An Example of the Omnibus Tourism Survey

Authors: Leung, Edith Hui Leung; McKercher, Bob

Source: Pacific Tourism Review, Volume 5, Number 1, 2001 , pp. 5-13(9)

Publisher: Cognizant Communication Corporation

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Abstract:

This article reports on the operational process of conducting the Omnibus Tourism Survey at the Hong Kong International Airport by the Department of Hotel and Tourism Management, The Hong Kong Polytechnic University. The study was developed from an idea to integrate a number of small projects into one large survey instrument to achieve a cost-effective means of collecting appropriate tourism data of the highest quality. The process of how the survey was operationalized is presented, as well as providing a general overview of the data set. The article also explains the method used for the data presented in the articles that follow in this special issue. Suggestions are provided to other academics and tourism organizations that may be interested in delivering a large-scale, broadly based visitor survey in a rigorous and cost-effective manner.

Keywords: Hong Kong; Inbound tourism; Market research; Methodology

Document Type: Research Article

Affiliations: Department of Hotel and Tourism Management, Hong Kong Polytechnic University, Hong Kong

Publication date: January 1, 2001

More about this publication?
  • Pacific Tourism Review is designed to meet the needs of the fastest growing tourism region. The tremendous changes in outbound and inbound travel patterns occurring in the wider Pacific area and their associated effects on the economy and environment demand a publication that specifically focuses on this area. Pacific Tourism Review aspires to advance excellence in tourism research, promote high-level tourism education, and nourish cultural awareness in all sectors of the tourism industry by integrating industry and academic perspectives. Its international and interdisciplinary nature ensures that the needs of those interested in Pacific tourism are served by documenting industry practices, discussing tourism policy and planning issues, providing a forum for primary research and critical examinations of previous research, and by chronicling changes in tourism patterns throughout the Pacific region.
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