Consumer Surveys (CS)
Actors within the tourism community have a great need of consumer surveys both
as an important input to the TSA and other kinds of analysis. The focus of this
session theme is on how to develop more effective and efficient consumer
surveys, e.g. border surveys, surveys of tourism profile and behaviour. The
competition for using the time of consumers is increasing and it is becoming
very difficult to get acceptable response rates. Moreover these surveys are
costly to carry through. Papers reporting and evaluating successful examples of
effective and efficient consumer surveys, new applied methods for describing
tourism profile and behaviour in a more comprehensive way are encouraged.
Martin Lohmann
Johanna Danielsson
|
Papers and presentations |
|
|
|
|
Using the most established German tourism survey (“Reiseanalyse”) the authors show how to analyse survey data in order to arrive at reliable conclusions on future trends in travel behaviour. The strategy is exemplified in a field of utmost importance in most Western countries: How will demographic change influence the tourism market and how can the industry adapt to these changes.
The Reiseanalyse provides data on tourism consumer behaviour - including attitudes, motives and intentions - since 1970. It is based on a random sample (n = 7.500 respondents), representative for the population in private households aged 14 years or older. A continuous high scientific standard combined with a strong focus on the needs of the yearly survey’s national and international users makes the Reiseanalyse a useful tool and reliable source for industry and policy decisions.
The specific approach presented here combines the information obtained from statistical data (e.g. on the age structure) and on demographic trends (quantitative and qualitative) with time series data from the Reiseanalyse. This approach enables us to take a data based look into the future. It shows e.g. not only the future volume of the senior traveller segment (growing) but also how they will travel (quite different from today’s seniors), or how the structure of family holidays will change (e.g. single parents of low relevance for tourism, but grandparents of growing significance).
The authors:
Martin Lohmann is as a professor for Consumer Psychology with
the University of Applied Sciences in Lüneburg (since 2001) and managing and
research director at N.I.T., Institute for Tourism and Recreational Research in
Northern Europe, Kiel, Germany (since 1991).
(e-mail : lohmann@fhnon.de)
Johanna Danielsson (M.A.), studied sociology, psychology and communication at the universities of Kiel (Germany) and Växjö (Sweden). She was a project manager at the N.I.T. for several years. Since Fall 2002 she is working as a self-employed tourism researcher and consultant in Sweden. (e-mail: : johanna-danielsson@telia.com)
References:
Aderhold, P. (2003a): Kurzfassung der Reiseanalyse 2003. Hamburg, Kiel (Forschungsgemeinschaft Urlaub und Reisen (F.U.R)). (www.fur.de)
Aderhold, P. (2003b): Reiseanalyse 2003 English Summary. Hamburg, Kiel (Forschungsgemeinschaft Urlaub und Reisen (F.U.R)). (www.fur.de)
Danielsson, Johanna; Lohmann, Martin & Sonntag, Ulf (2003): Urlaubsreisen mit Kindern. Hamburg/Kiel (Forschungsgemeinschaft Urlaub und Reisen)
Forschungsgemeinschaft Urlaub und Reisen e.V. (F.U.R) (2003a): Reiseanalyse 2003 – Erste Ergebnisse., Kiel/Hamburg (auch unter www.fur.de).
Forschungsgemeinschaft Urlaub und Reisen e.V. (F.U.R) (2003b) unveröffentl.: Reiseanalyse 2003 – Tabellen- und Berichtsband. Kiel/Hamburg
Lohmann, Martin (1998): Die Reiseanalyse - Sozialwissenschaftliche (Markt-) Forschung zum Urlaubstourismus der Deutschen. In: Haedrich, G. et al. (Ed.): Tourismus-Management; Berlin/New York (Walter de Gruyter & Co.) (3. Aufl.); S. 145 - 157
Lohmann, Martin (2001): The 31st Reiseanalyse – RA 2001. Tourism (Zagreb); Vol. 49, N° 1 / 2001; pp 65 - 67
Lohmann, Martin & Aderhold, Peter (2000): Die RA Trendstudie - Von der Vergangenheit zur Zukunft - langfristige Entwicklungen des Urlaubsreiseverhaltens der Deutschen aus 30 Jahren Reiseanalyse. Hamburg (Forschungsgemeinschaft Urlaub und Reisen)
Lohmann, Martin & Danielsson, Johanna (2001): Predicting Travel Patterns of Senior Citizens: How the Past May Provide a Key to the Future. Journ. of vacation marketing, Vol. 7, N° 4, pp 357 – 366
Wallace, P. (1999): Agequake. Riding the Demographic Rollercoaster Shaking Business, Finance and our World. London.
B. Dattilo, M.Perez and G. Simeoni
|
Papers and presentations |
|
|
|
|
Since 1997, ISTAT has implemented a CATI quarterly telephone survey (Computer Assisted Telephone Interview) called ‘Holidays and trips’. The survey is carried out on a yearly sample of 14,000 households (3,500 per quarter) to assess and analyse domestic and outbound tourism flows of residents and to provide information on how trips are made as well as the social and demographic characteristics of tourists.
A big amount of data to assess the survey performance and the quality level of data gathered is also available. These data are generally used to build up indicators able to assess the quality of data processing and outcomings.
By the way, in order to have an adequate technical support for the control activity, during the last two years the Italian National Institute of Statistics realized an Information System of Surveys’ Documentation (SIDI). SIDI framework is based on two subsystems: one dedicated to manage survey informative contents and another one aimed to establish and assess a set of quality indicators. The latter can be also broken down by geographical level.
This paper deals with the experience gathered to integrate and assess the new set of indicators on the basis of data available by ‘Holidays and trips’ survey.
Jean-Claude Deville and Myriam Maumy
|
Papers and presentations |
A new survey methodology for describing tourism activitetes and expanses OH-presentation is not available, |
|
Laboratoire de Statistique d’Enquête, ENSAI/crest, Campus de Ker-Lann ,
35170-Bruz (France)- deville@ensai.fr
Laboratoire de Statistique de l'Université de Rennes 2, Place du recteur Henri
Le Moal, CS 24307 35043 RENNES cedex –myriam.maumy@uhb.fr
Abstract : Classical 'border surveys' are not always feasible in the
context of area with very ‘porous’ borders, like big cities or the French
region of Brittany. Our approach consist in 'trapping' tourists by mean of
activities for witch a reliable
sampling frame exist:
-institutional accommodation (hotel, camping) for the activity of sleeping,
-purchases in some well defined stores (the present project requires the
possibility to make surveys in a sample of supermarkets, another possibility is
to replace supermarkets by bakery/pastry shops) for the activity of eating
-crossing a popular place (when a possibility of automatic counting of people
crossing some ‘gate ‘ exists) for the activity of visiting touristic places.
For each of this events, we have the possibility to construct a rigorous
statistical sample : for instance a primary unit can be an hotel, secondary
unit is a day within the period of study, third degree is a person present in
the given hotel at the given day. It allows to attribute a perfectly defined
weight to each selected final unit. In the questionnaire, the number of night
passed in an hotel or camping, the number of visit in a supermarket and the
number of popular places visited during the stay are checked.
We can therefore apply the Generalized Weight Share Method (P.Lavallée , PhD
dissertation and book,2002) in combination with a multiple frame approach to
define unbiased linear estimators with a (theoretical) possibility of variance
estimation.
For the moment, this is the project for a survey in French Brittany coached by
the ‘Observatoire Régional du Tourisme en Bretagne. Tests are programmed during
year 2004 and the survey is founded for 2005 .
Keywords : Open area survey, Weighting, Generalized Weight Share Method.
Peter Terpstra, Swedish Tourist Authority
Maj Eriksson, Statistics Sweden
|
Papers and presentations |
Border surveys – how to do and how not to. The Swedish experience |
|
|
IBIS
2002 |
|
|
|
|
Actors within the tourism community have a great need of consumer surveys as e.g. boarder surveys both as an input to TSA and for the purpose of policy and market analysis. One problem for many countries is that these surveys are costly to carry through. Other problems are of more practical nature e.g. the countries feasibility in the context of area.
On the other hand, one of the best ways to get information about incoming visitors is by conducting boarder surveys. In the future there is a great need of developing more effective and efficient boarder surveys.
Between July 2000 and June 2003 Statistics Sweden conducted a boarder survey on incoming visitors to Sweden on behalf of The Swedish Tourist Authority. The main purpose of the survey was to provide the tourism industry with adequate data about incoming visitors to Sweden as e.g., how many foreign tourists visits Sweden, when, why and total amount of money spent etc.
In brief more than 45 000 interviews were done with a sample of foreign visitors as they left Sweden. The survey was done at eleven main border-crossing points, e.g. ferry ports and international airports. The method for this kind of survey is rather complex and is elaborated further in the report of IBIS 2002 (www.tourist.se).
Experiences and results from this study will be presented at the 7th International Forum on Tourism Statistics. The purpose of this presentation is:
Present how this study was conducted
Major results from the study
Our experiences from the Swedish boarder survey with respect to user value, methodology etc.
Raise the following questions for the 30 minutes of discussion:
- Is it possible to get a complete picture of the incoming tourism?
- Does it exist more effective and efficient methods to conduct these kind of
surveys to lower costs and in addition with the same high quality/user value?
Last updated: 2004-08-20
(132 kB)
(1 048 kB)
(166 kB)
