ABSTRACT
Focus groups are used when organizations need to answer the question of why that includes visitor behavior and desires. The advantage of a focus group is that it allows the exploration of issues in depth. In addition, the interaction between focus group members can spark new ideas. The disadvantages of a focus group are that the results cannot be used to prove facts and their analysis depend on the skill of the moderator. A focus group is not just a conversation but must follow a process. Obtaining useful information requires advance preparation and a skilled moderator. The focus group process involves three stages of preparation, conducting and analysis. The moderator of a focus group needs personal skills and the ability to resolve group conflict. Focus groups are a qualitative research technique that uses participant interaction to uncover consumers' attitudes, opinions and values. Focus groups can be used to learn what psychographic groups might be interested in the tourism experience.
