Tourism Research Our Offerings and Capabilities

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Tourism ResearchOur Offerings and Capabilities

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Table of Contents(You can click links below for
specific areas, OR simply page through the
presentation)

• Our offerings in tourism research
• Our capabilities in tourism research
• Key challenges in tourism marketing that our
  research can address
• How we differ from our competition
• Do we cost a lot more?

• A quick word about the VFR (Visit-Friends/Relative
  s) market
• A quick word about Hispanic tourism
• Selected Clients Tourism Development
• Selected Clients Entertainment
• Selected Clients Travel Lodging

• Specific Research Services we deliver
• Selected Tourism Case Studies
• More on MarCom Effectiveness Measurement
• Summary of Benefits We Offer
• Our Contact Information and Research Team

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Offerings in Tourism Research

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• Visitor interviews.
• Personal intercepts.
• On-Site paper-and-pencil
• On-Site electronic and wireless devices.
• Mail-to and mail-back surveys.
• Telephone interviews.
• Questionnaires administered on the Web.
• Attitudinal and Behavioral measurement and
  tracking.
• Current visitors.
• Potential visitors.
• Destination community members and opinion
  leaders.
• Tourism market segmentation. Segments based on
• Demographics. For example, Visit-Friends-Relative
  s (VFRs) and Hispanics).
• Source markets.
• Purpose-of-travel and travel-related needs.
• Drivers of visitor choices.
• Choices of destinations.
• Choices of activities at the destination.
• New niche markets (for example, Extreme Sports).

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Capabilities in Tourism Research

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• Professional data collection, analysis and
  reporting.
• Asking the right questions of the right audience.
• A portfolio of data collection modes online,
  phone, and others, tailored to the target markets
  investigated.
• Insightful analytics beyond the basic tabs
  revealing the complex structure of visitor
  preferences, behavioral patterns, visitor
  profiles, and trip planning characteristics.
• Reports, tabulations, and travel model
  simulations to serve as decision support systems
  for tourism marketers.
• Ethnographic and unobtrusive observational
  studies.
• A truly multicultural approach to the study of
  target markets.
• Understanding vital links between the culture of
  the destination community and the culture of the
  visitors.
• Authentic what does it mean to visitors and
  to the community?
• Heritage can it be communicated effectively?
  To whom?
• Expertise in ethnic and other specialty tourism
  and destinations
• Hispanic and other emerging tourist markets.
• Ecotourism, culinary tourism, sport and extreme,
  fishing and hunting, skiing, sea and river
  cruising.
• Event tourism, health recreation, childrens and
  youth tourism, business tourism.

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Key Challenges in Tourism Marketing that Research
Should Address

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• Evolving visitor demographics Gen X and Y,
  retiring Boomers, growing families, ethnic and
  country-of-origin group and family travel.
• Increasing need for variety as well as security
• Variety of experiences during the trip and on
  different trips.
• Experiences available even if not necessarily
  pursued on a given trip.
• Visitor security in using service providers /
  carriers as well as within the destination
  communities.
• Intensifying competition for vacations in the
  Caribbean, Central, and South Americas.
• New opportunities to serve tourism demand that
  has been pent-up since 9/11 but is now
  re-emerging rapidly across the US.
• Revolutionized decision-making with Web-based
  information and booking services. This new
  buyers market is accompanied by
• Weakened effectiveness of traditional convention
  and tourism sales and marketing strategies.
• New cooperative buyer partnerships, travel
  aggregators, search engines, opportunities to
  cross-sell both markets and services (lodging,
  rental cars, organized tours).

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How We Differ from Our Competition

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What We Offer
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Do We Cost a Lot More???

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NO! Our data is the same type collected in most
traditional visitor surveys. (We just collect it
AND analyze it better.)
Research needs to provide support your marketing
decisions. We guarantee this deliverable to you.
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A Quick Word about the VFR (Visit-Friends/Relativ
es) market

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• Among the most overlooked market opportunities in
  domestic tourism is the Visit-Friends/Relatives
  (VFR) market.
• The VFR market is estimated to represent nearly
  50 of all domestic (and a large percentage of
  international) tourist traffic.
• Traditionally, VFR is ignored by tourism
  marketers because it is assumed they visit only
  one destination at a time and spend less than
  other types of visitors.
• Our capabilities uniquely address this market
  segment
• 23 of VFR trips are for more purposes than just
  VFR. This segment spends significantly more on
  lodging, foodservice, attractions and
  facilities.
• However, only detailed statistical profiling and
  data mining can easily uncover the full range of
  interests and needs among VFR visitors (see
  following page).
• As the population ages, incomes grow, and kids
  less often accompany parents on VFR visits, VFR
  traffic will grow in size and economic value.

Bo Hu and Alastair M. Morrison (2001),
Tripography Can destination use patterns
enhance understanding of the VFR market?,
Journal of Vacation Marketing, 8(3)201-220.
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Source 2001-2002 National Transportation Board
Travel Study
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A Quick Word about Hispanic Tourism

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• Like the VFR market, it is important not to
  assume that the Hispanic tourism market is all
  the same.
• Hispanic tourism is known to contain several
  different segments, each with its unique
  characteristics.
• For example, on overnight trips, the Hispanic
  number-in-party differs dramatically depending on
  whether the travelers originate from more
  densely-populated areas (see graph on next page).
• Over the next 10 years, Hispanic tourism will
  continue to grow in size, importance, and
  economic value.
• Travel destinations that have a large Hispanic
  component (for example, San Antonio) tend to be
  the more popular ones among Hispanics themselves.
• It is not clear, though, that city planners
  always recognize the cross-cultural impact of
  tourism development, even on the very markets
  they want to attract.
• With the appropriate research, not only of target
  audiences but of community decision makers,
  tourist development can be made more attractive
  to Hispanic and other ethnic tourism segments.

Miguel de Oliver (2004), Marketing Latinos as
Development Policy, Latino Studies 2004, 2,
(395421).
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Number in Party From a Representative Sample of
7,633 Overnight Trips
Trips from Low-Population Density Areas
No difference for Non-Hispanics, but a large
difference among Hispanics.
Trips from High-Population Density Areas
Source 2001-2002 National Transportation Board
Travel Study
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Selected Clients Tourism Development

• Texas Department of Economic Development
  Tourism
• Las Vegas Convention Visitors Authority
• Louisiana Office of Tourism
• Vail Valley Tourism Convention Bureau
• Virgin Islands Tourism Economic Development
  Department

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Selected Clients Travel Lodging

• American Airlines
• Southwest Airlines
• Carnival Cruise Lines
• Marriott International
• La Quinta Inns

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Selected Clients Entertainment

• Six Flags
• Sea World
• Lone Star Park (horse racing)
• Houston Astros
• Harrahs Casinos
• Texas Motor Speedway (NASCAR)
• State Fair of Texas

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Specific Research Services We Deliver(click to
go to page)

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• Qualitative
• Quantitative
• Consulting

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Qualitative Research Services

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• Professional group as well as one-on-one depth
  interviews.
• Strict standards of participant quality and
  familiarity.
• Extensive experience conducting interviews with
  corporate executives and community opinion
  leaders.
• Range of qualitative interview techniques.
• Focus groups (on-site and e-focus).
• One-on-one depth interviews.
• Means-End / Laddering, Repertory Grids, Voice of
  the Customer.
• See examples of report deliverables below.

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Quantitative Research Services

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• Quantitative surveys and data mining provide a
  comprehensive picture of the market.
• Can combine survey data with existing customer
  and market information.
• Targeted surveys pinpoint the optimum market
  positioning.
• Proprietary survey research is the only real way
  to build strategy that beats the competition.
• Our first concern is always, What is the
  Competitive Set?
• Data collection modes flexibly reach the right
  participants.
• Person-to-person.
• Telephone.
• Mail.
• Online.
• Combinations of modes as needed.

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Quantitative Services (contd)

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• Hard-hitting graphical representations of key
  findings benefits versus importance, strong
  versus weak drivers, perceptual maps for
  strategic planning, and others.
• Banner tabs and other tabulations highlighting
  key findings.
• Conjoint and Discrete Choice Models (including
  latent class and hierarchical Bayes).
• Time-series analysis (ARIMA econometric models),
  to track market trends and capture substantive
  shifts in demand.
• Market simulation and optimization of marketing
  strategies.
• Full suite of software and hardware tools to
  handle large visitor databases and conduct
  analysis as needed.

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1. Support Consulting Capabilities

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• Acquiring, assessing, focusing, and summarizing
  industry reports and producing competitive
  profiles / summaries.
• Market opportunity sizing by geographic,
  vertical, and demographic segment.
• Marketing plan development and debugging.
• Production of materials for senior-level
  presentations.
• Research seminars for staff department
  managers, including
• Building research programs collaboratively across
  the organization.
• Database marketing models to enhance customer
  response rates.

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2. Strategic Consulting

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• Competitive intelligence gathering and reporting
• Product / brand management and strategic
  positioning
• Pre-IPO and other due diligence research
• Litigation support
• Risk assessment of new product launches and
  competitive strategies

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Selected Tourism Case Studies(click to go to
page)

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• Visitor A/A/U and Segmentation
• Ad Campaign Development
• Tourism Tracking
• Tourism Development
• Web Site Effectiveness

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Case Study Visitor A/A/U Segmentation

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• Client Ski Resort.
• Issues
• Profile (A/A/U) of returning and potential
  visitors from out-of-region areas.
• Measure effectiveness of print advertising.
• Response to bundled lift, lodging and local
  entertainment packages at various discount
  levels.
• Methodology Conjoint Analysis using hybrid
  online and mail survey data.
• Applicability to client Profiling and
  segmentation of visitors for effective marketing
  campaigns.

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Attributes Importance

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• Destination A
• Ease of access to destination 67.1
• Broad range of attractions 70.8
• Wide range of lodging 69.5
• Wide range of restaurants 58.3
• Range of local shopping 34.5
• Interesting local culture 63.2
• Good destination for adults 69.9
• Good destination for children 56.2
• Cost of travel to destination 78.4
• Safety of destination 67.4
• Friendliness of locals 73.2
• Nearness to other destinations 71.8
• Overall assessment 82.7
• Relative value for cost 58.6
• Likelihood of return visit 88.4

Dominant
Vulnerable
Destination A Destination B Destination
C Destination D
Dominant
Vulnerable
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Case Study Ad Campaign Development

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• Client State Tourism Department
• Issues
• Influence of the destinations brand on choice
  of competing vacation alternatives.
• Brand re-positioning opportunities.
• Key advertising messages, appeal and value
  linkage.
• Methodology Laddering interviews.
• Applicability to client Leverage how tourism
  offerings touch the highest values of travel
  decision makers and influencers.

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Cognitive Map Competing Destinations

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Case Study Visitor Perceptions Tracking

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• National Recreational Park consortium.
• Issues How seasonal visitation changes in
  response to new attractions over time.
• Methodology Econometric modeling of tracker
  survey data collected over five years.
• Applicability to client More effective
  promotional timing, discounts, and ad scheduling.

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Visitors to Attractions and Association Group
visitors (e.g. Boy Scouts) are less cost
sensitive than the average adult visitor.
When working with longitudinal data especially
multi-year visitor surveys it is vital to
control accurately for inflation in travel costs
over time.

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Each point represents one time period.
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Each tourist destination within the State can
easily have different feeder markets and visitor
types.

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Value-for-money and travel budgets are among the
most important visitation drivers.
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Case Study Product Design Bundling

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• Client Gaming Attraction (casino)
• Issues Determine best combination of lodging,
  perks, and entertainment options
• Methodology
• Choice task with potential features and prices
  administered to customers and survey panel
  respondents in an online interview
• Latent class analysis derived market segments,
  each with unique price sensitivity, attribute
  drivers, and MarCom opportunities
• Applicability to client Identification of best
  features and pricing plans as well as how to
  communicate them

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Product Concepts

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Conjoint/choice Model Full Effects Design
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Case Study Web Site Effectiveness

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• Client State Tourism Department
• Issues
• Effectiveness of Web site for stimulating or
  contributing to selection of State as a
  destination.
• How data on click-through links correspond to
  visitor interests and behaviors.
• Methodology
• Sample of site registrants participated in short
  online interview in exchange for sweepstakes
  offers.
• Behavioral measures Duration of visit,
  transportation, group size, travel budget, major
  attractions visited.
• Client Deliverables
• Cost-effectiveness of MarCom investments in
  banner ads and direct mail offers.
• Relative attractiveness of key attractions based
  on Web site photos and descriptions.
• Compute ROI of marketing effort based on
  visitor spending and frequency of travel.

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More on MarCom Effectiveness Measurement

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• Unique tools to measure
• Awareness and interest in the destination,
  depending on whether currently visiting, recently
  visited, have never visited, or visited in the
  past.
• Each groups sources of awareness, ad recall
  levels, and linkages to perceived benefits.
• Evaluation of destination likeability
• Multiple ratings combined to provide strongest
  measure of visitor preferences ratings include
  visit intent, uniqueness of the destination,
  value for the money, expected and past
  satisfaction.
• Align these measures with visitor demographic and
  behavioral profiles most likely to visit within
  upcoming time horizons.
• Project visitation by time period and benefit
  segment.

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More MarCom Effectiveness Measurement (cont.)

• Unique tourism marketing research tools also
  measure
• Relative favorability in positioning against
  competition, based on ratings of competing travel
  alternatives using point allocation and discrete
  choice tasks
• Competitive positioning analysis extracts
  dimensions along which the client has (a)
  stronger equity and (b) opportunities to
  reposition or expand positioning to the target
  markets
• Credibility of the promise to deliver exactly the
  benefits offered
• Specific positioning statements are evaluated for
  perceived information value and claim credibility
• Message elements having the greatest impact are
  identified, catalogued, prioritized, and aligned
  to benefit segments.

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Summary of Benefits We Offer

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• Insightful findings consistently coupled with
  actionable strategies
• Powerful analytic tools to maximize the strategic
  value of data to the client
• Team of experienced analysts and consultants with
  strong skill sets in tourism research
• Scalable resources and nimble response to client
  needs
• Proven ROI in market research, analysis, and
  consulting expenditures
• Faster, more cost-effective turnaround than
  competitors
• Quick response to unexpected changes in project
  scope, goals, and client business needs

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Our Contact Information

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• Morgan Analytics, Inc.
• 2600 Avenue K, Suite 205
• Plano, TX 75074
• Office_ _ _ _ _ _ _ _ _ _ _(972) 516-0696
• Fax_ _ _ _ _ _ _ _ _ _ _ _ [phone]
• info_at_morgananalytics.com
• www.morgananalytics.com
• Tourism Research Team Profiles (click to go to
  profile)
• Mike Morgan, President / CEO
• Tim McDonough, V.P., Product Development
• Marta Kindya, Director, Marketing and Business
  Development
• Robert Newman, Nexus Business Information
• Rafael Hernandez, Hispanic Research Consultants

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Mike MorganPresident / CEO Morgan Analytics

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• Experience
• Morgan Analytics, Inc.
• M/A/R/C Research V.P., Analytic Services
• Sprint Business Database Marketing and Primary
  Research Groups
• Savitz Research Center Marketing Science
  Consultant / Director
• Cornell University Asst. Professor of
  Marketing, School of Hotel Management
• Ten years of hospitality management experience
• Knowledge Areas
• Buyer Judgment/Decision/Choice Processes and
  Segments
• Pricing Theory and Models
• New Product Acceptance and Growth Models
• Hospitality Distribution Channel Analysis and
  Modeling
• Education
• Ph.D., Marketing, University of Texas at Dallas
• M.S., Marketing, University of Texas at Dallas
• B.A., University of Texas at Austin

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Tim McDonoughV.P. Product Development Morgan
Analytics

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• Experience
• Statistical Consulting
•         Morgan Analytics, Inc.   
•         McDonough Heritage President / CEO
•  Airline Database and Operations Management
•         American Airlines
•         Saudi Arabian Airlines
•         Litton Aero Products (Northrup-Grumman)
• Knowledge Areas
•          Economic, Econometric, and Statistical
  Testing and Modeling
•         CRM, advanced visualization and
  non-parametric analyses
•          Neural nets, CART, CHAID, SAS Enterprise
  Miner, and S-PLUS
•          Political and sociological data sources
•          Consumer data vendor products (Acxiom,
  Experian and Claritas)
• Education
•          Ph.D., Political Economy, University of
  Texas at Dallas
•          M.S., Economics and Management Science,
  University of North Texas
•          B.S. Electrical Engineering, University
  of Hawaii

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Marta KindyaDirector Marketing Business
Development Morgan Analytics

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• Experience
• Nexus Business Information Dir. Marketing
  Business Development
• Navia Consulting Principal Consultant -
  technology, healthcare, pharma
• Gartner Group Principal Analyst Latin America
• NYNEX/ATT/Bellcore Market analysis and
  forecasting
• Ten years of other management experience
• Knowledge Areas
• Business Development, channel strategies,
  international marketing
• Latin American and European markets
• Forecasting, pricing and new product design
• Education
• M.B.A., International Business, Pace University,
  New York
• B.S., Metallurgical Engineering, Polytechnic
  University, New York

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Robert NewmanPresident

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• Experience
• Nexus Business Information President and
  Director of Research
• Gartner Group, Research Analyst, Latin America
• NYNEX, Development Consultant
• Ten years of other management experience
• Knowledge Areas
• Marketing Strategy
• Buyer behavior
• Pricing and promotions
• Advertising effectiveness
• Travel and Tourism Marketing
• Education
• Ph.D., Marketing, University of Texas at Dallas
  (ABD)
• M.S., Marketing, University of Florida
• B.A., University of Texas at Austin

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Rafael HernandezManaging Director

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• Experience
• Manager of Marketing Research for
  Exxon-Mobil
• Director of Marketing for Fiesta Mart
  Supermarkets
• Director of Ethnic Marketing for Nash
  Finch
• Knowledge Areas
• Hispanic Marketing Research
• Hispanic Marketing Strategy
• Branding Strategies and Development
• Hispanic Tourism Marketing
• Education
• M.B.A., Marketing, The Ohio State
  UniversityB.S., La Salle University, Mexico
  CityProfessional Moderator Certification, Burke
  Institute