ABSTRACT
Research can make a substantial contribution to tourism marketing. This chapter begins by reviewing the basics of tourism research. It discusses research done of existing and potential markets, which is called market research. Marketing research reviews data and information collection on marketing activities and products and services; so, it is the supply side perspective on tourism research. There are huge reservoirs of secondary information available to tourism practitioners and academics. The three major advantages of secondary information when compared to primary data are that it is: inexpensive; easily accessible; and immediately available. Online media companies, magazines, journals, newspapers, radio and television provide marketers with information on their audiences.
