Market Research Assignment - (Sample)

Running head: MARKET RESEARCH
Market Research: Bleisure Traveller
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Name of the University:
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MARKET RESEARCH
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Introduction
Bleisure travellers are those who combine business and leisure together while travelling to a
place. According to Lichy and McLeay (2012), the term represents those who primarily travel to
a place for business and combine the leisure time with it. The objective or problem statement of
this research report is to evaluate the characteristics, needs and purchasing behavior of the
bleisure travellers. The background of the research is the growing trend of bleisure in the last few
years and its impact on the tourism industry. The aim of the research is to develop a profile of the
bleisure traveller through a research on bleisure travel. The research questions are: who the
bleisure travellers are and what their characteristics are. Through this report, the researcher wants
to find out different aspects of the bleisure travellers’ profile and their significance in increasing
growth of the travel and tourism in Australia.
Body
Situation analysis
Bleisure travel refers to the combination of business and leisure travel. In the last few years,
since 2011, the trend of bleisure has grown rapidly (Tovmasyan, 2016). As highlighted by
Hudson and Hudson (2017), the shifting lifestyle is one of the many factors that have contributed
in the bleisure trend. As life has become more busier for every individual and scopes for
vacations have decreased, the millennial workers have started to take the opportunity of enjoying
some leisure time in exploring the places where they are travelling for business (Ali et al., 2014).
The face-to-face interactions for business meetings are still more important than using any
technology and hence, the demand for business travel has not decreased much. It not only saves
the travel cost, but also saves extra time taken for any specific vacation. It is preferred by both

MARKET RESEARCH
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the employers and the employees, as the business companies do not have to grant the employees
extra leaves for a vacation, and the bleisure travellers can spend the saved travel cost on leisure
activities and food (Travelweekly.com, 2017). However, to turn a business trip into bleisure, the
travellers considers factors, like, attractions of the destinations, additional costs, accommodation
charges, nearness to the weekend, and presence of family or friends (Chen, 2017).
Informal investigation based on secondary data
According to Ayeh (2017), the primary characteristics of bleisure traveller profile is that they are
mostly corporate executives, who need to travel to different destinations for business. Employees
of technology, healthcare, and public administration sector are more bleisure travellers than
others. They are usually grouped on the basis of age, gender, nature of occupation and trip
frequency. Such as, young travellers are more like to include the weekend into the schedule by
more than 15% of the older travellers (Dobson & Hooper, 2015). As per the report of SMH
(Hatch, 2016), the millennials are more avid bleisure travellers than the baby boomers due to
their flexible attitude towards life, which makes then blur the line between personal and
professional life. In Australia, 89% millennials prefer to be bleisure travellers (Munro, 2017). It
is also seen that, executives, who travel less, are more inclined towards adding a leisure trip in
one thirds of their trips, while the frequent travellers with 20 or more trips in a year seem to add
leisure breaks in less than 5% of their business trips (Dobson & Hooper, 2015).
According to a report by traveltalkmag.com.au (2018), it is found that in 2018, 59% of junior
team members, 64% of senior executives and 76% of the team or business managers in Australia
prefer to add leisure travel in their business trip. 38% of the business travellers in Australia are
expected to go for city escape, 32% will prefer relaxation, 28% are interested in exploring or