ABSTRACT
The main message in Chapter 5 is that destination management research needs to be viewed as an investment in the future rather than an expense in the present. It explains how a DMO establishes a research agenda, covering ongoing, periodic and as-needed research, and prepares an annual research plan and budget as well as a multi-year strategy for destination management research. Customers, competitors, confidence, credibility, change, community, continuity and clarity—the eight Cs—are introduced as the eight main reasons for doing destination management research. The classic research process is described in which primary and secondary research data and information are used together for research projects. A portfolio of analysis topics is described including existing and potential markets, destination image, resident sentiment toward tourism, destination product auditing, economic impact, competitor strengths and weaknesses, and performance effectiveness.
