Market research in tourism. How important is it?

  • Hodgson P
  • 5


    Mendeley users who have this article in their library.
  • 4


    Citations of this article.


Even though tourism is probably the world's largest industry, only 5% of total market research turnover is in travel and tourism, indicating the relative underuse of research in the industry. The intangible nature of tourism and the lack of a truly free market place certain limits on market research's relevance, but the article suggests that the major barriers to its effective use are managerial attitudes and a lack of appreciation of how effective research can lead to increased profitability. In addition, the very areas where research would be most beneficial may well be those where it is most unlikely to be used: in understanding consumer motivations and in planning for the future. © 1991.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document


  • Peter Hodgson

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free