Qualitative Research Report on Regional Tourism in Mudgee

Qualitative Research Report -
Business marketing - market
research

Table of Contents
INTRODUCTION...........................................................................................................................3
Research Objectives.........................................................................................................................3
Overview................................................................................................................................3
Problem background........................................................................................................................4
Research design...............................................................................................................................5
Theory..............................................................................................................................................5
Main approaches for collecting qualitative data as well as there description. ......................5
Process for conducting an online focus group, strategies and techniques which help in
improving the participation....................................................................................................6
What is involved in analyzing qualitative data?.....................................................................7
Moderators guide.............................................................................................................................8
Discuss in the report what research objectives you are attempting to reach through the focus
group question/s......................................................................................................................8
Qualitative Data Analysis................................................................................................................8
Ethics..............................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Regional tourism refers to a tourism which is mainly focused on a particular region. It has
also been said that regional tourism is not only the movement of individual person but also about
their expectation and imagination about what they are going to experience while traveling.
Furthermore, a tourism region define as a geographical area which is generally selected by a
tourism bureau or governmental organization who have similar environmental as well as cultural
characteristics (Armstrong and et. al., 2018). In the present research, Mudgee is chosen as the
base destination place on the basis of which whole project is going to be conducted. Mudgee is a
place within the Central west of New South Wales, Australia. It is commonly known for their
colonial buildings as well as famous for their production of wine which influences the overall
economy of the country. It is a well known for the views and food festival conducted on an
annual basis attracts large number of tourists towards them. In the present research, various
sections are going to be covered where target market are going to be identified. Apart from this,
a description on research problem is included in this research along with the methods used by the
researcher in order to collect the information about the topic.
Research Objectives
Identify three target markets for a region:
 the values of these segments
 best media to use to communicate with each segment
Identify what attracts tourists to their region
Understand the associations people have with the region and barriers for visiting
Overview
The present investigation is going to provide detailed information on the popular tourism
destination named as Mudgee, which is popular across the world for its wine production and
food festivals. Here, the overall investigation has been carried out on the basis of three main
objectives (Baker and Saren, 2016). The first objective discusses about three main target market
for Mudgee. In this, the main target market for this tourist destination are middle to high class
people(on the basis of income), 18-35 years age( according to age) and the people who love to
visit nature oriented places. Along with this, it can be further said that social media, newspaper
etc. will going to be adopted by investigator inform each of the segmented market zone about

Mudgee and its popularity. It has also been said that regional tourism is not only the movement
of individual person but also about their expectation and imagination about what they are going
to experience while traveling.
The another objective of this research provides exploration on the specific zone or areas
which attracts to targeted tourist towards the chosen destination that is Mudgee. In this, it has
been explored that Mudgee is becoming popular day by day this is because Mudgee region
tourism is doing marketing of the overall visiting places in such a manner that attracts customers
a lot towards it (Bentley, Daskalova and White, 2017). The main things or places which attracts
tourist towards region is its wine production, food festival, scenery, mining area, Port
Macquarie, national park, Bryron Bay etc. Effective marketing initiative taken by this region
directly develops knowledge pf the localize as well as other targeted people about the popular
places which ultimately influences their interest to at least visit these places once in their life.
The overall success of this region could be acknowledged by exploring the overall revenue
generated by tourism sector of Mudgee from international as well as domestic visitor that is
approx $28.5 billion, influences or attracts $35.1 million travelers who stays at the destination
themselves for at least one night (Mudgee Region Tourism claims bronze medal at Australian
Tourism Awards, 2018). All of this can be considered as the achievement gained by marketing
team of Mudgee region Tourism.
Understand the associations people have with the region and barriers for visiting
In addition to this, the next objective of this research provides detailed discussion on
barrier which are faced by visitors while visits the Mudgee. From this, the main barrier faced by
visitors while visiting this place is its low popularity among people (Boddy, 2016). In addition to
this, the respective place is not having higher number of adventurous places that directly
demotivates every visitor to make decision of visiting this place. Along with this, it can be said
that people also finds distance as the main barrier that could influence them to not visit the
particular destination. All of them becomes main reason which might influences people to not
visit the place.
Problem background
The present investigation is conducted in order to examine the main reason behind the
low tourist rate within Mudgee. Along with this, it has also been analyzed that the background of
the research is to identify the barrier which affects the overall number of tourist.