ABSTRACT
Marketing research can be used to explore various aspects of the marketing mix detailed in the marketing plan. Before marketing research can be conducted by a tourism organization it must determine what information it needs from their potential visitors. Marketing research will need to be conducted so that the organization is aware of the many changes in consumer wants and needs. The process will start with qualitative research methods such as focus groups and interviews to explore the nature of the issue. Marketing research on tourism can be conducted by government agencies, academics and tourism service providers. An aspect of tourism that is changing is that visitors who arrive for a specific tourism event want all aspects of the experience to reflect their interest. Social media allows market researchers to understand visitor preferences by reading reviews, following bloggers and watching trends.
