Research Methods for the Service Sector

Research Methods for
the Service Sector

Contents
Assessment 1: Portfolio: Qualitative - Influence of virtual-tourism on footfall of tourists in UK.................3
An Interview Checklist.................................................................................................................................3
Participant Observation...............................................................................................................................3
Observation checklist..............................................................................................................................3
Research diary extract.............................................................................................................................4
Commentary............................................................................................................................................4
A Visual Methodologies Practical................................................................................................................5
Background.............................................................................................................................................5
The image................................................................................................................................................5
Analysis/Interpretation............................................................................................................................6
A Coded Interview Transcript......................................................................................................................6
Transcript key..........................................................................................................................................6
Coded Interview Transcript.....................................................................................................................7
Major Project Proposal..............................................................................................................................19
Title of the proposal...............................................................................................................................19
Introduction and Rationale....................................................................................................................19
Research Aims and Objectives..............................................................................................................20
Research Methodology..........................................................................................................................21
Research Analysis.................................................................................................................................22
REFERENCES..............................................................................................................................................23

Assessment 1: Portfolio: Qualitative - Influence of virtual-tourism on footfall
of tourists in UK
An Interview Checklist
Theme
(Main
Question)
(Specific Topics and
Issues)
Follow up questions
Experience  Less than 1 year
 1 year to 3 years
 3 years to 5 years
 More than 5 years
 From how many years you have
information about the virtual tourism?
Job role  Generates job
 Workshops for tour
operators
 Do you think virtual tourism generates
job within the tourism sector?
 Does implementation of virtual tourism
develops requirement of workshop or
training session for tour operators?
Benefits of
virtual
tourism for
tourism
sector
 Attracts more
number of customer
towards them
 Increases footfall for
destination
 Boosts economy of
nation
 Do you think virtual tourism provides
benefits to the national economy?
 Does virtual tourism enhances overall
footfall for the tourism destinations?
Participant Observation
Observation checklist
 To conduct observation of different tourism companies which offers facility of virtual
tourism?
 Check visitors record of London eye after introduction of virtual tourism
 To determine companies policies and rules for virtual tourism.

 To evaluate rules and regulation that is followed by tour operators while offering
virtual tourism experience to the customers.
Research diary extract
In this observation method, around 10 people would be taken into under observation
without informing them about the research. It will held for around 5 hours at the visitors zone of
London Eye as the researcher can easily have access to the desired respondents.
During the observation it has been analysed that the from the total of 10 around five people
have visited the London Eye for very first time as they have only read about in the news and
other social media options. On the other hand, around 6 people have been observed with having
the discussion about the same place in detailed manner as they were highly excited towards the
same place. These people came to visit London Eye as they have found its virtual tourism most
interesting and attractive. Whereas, the leftover two were having clear discussion on the same
place as they have heard about it from their family and friends.
Commentary
The overall observation was done on the secretive method as information about the
research has not been communicated to the participants. I have personally analysed the overall
information in the detailed manner and got to realize that maximum number of people are having
detailed knowledge about the virtual tourism and it also influences them to visit the chosen
destination London Eye.

A Visual Methodologies Practical
Background
The given picture is acknowledged to be a part of Moxy Hotel’s advertising campaign. The
main aim of making this image is advertisement of the environment and ambience at the
respective hotel. This allows people to enjoy their time at the hotel and have fun with their
friends or acquaintances. The image given above is made for targeting the younger generation of
society who intends to experience surprises and desire fun and parties all the time. The youth is
thus regarded to be prime audience of the advertisement campaign of Moxy Hotels. The given
image thus demonstrates the atmosphere which is desirable by the visitors. This increases the
footfall for the respective hospitality organisation in the long run.
The image
The given image can be divided into several tiny bits that tend to illustrate fun, partying
atmosphere, entertainment witnessed and experienced by people while they are in the premises
of Moxy Hotels. One of the tiny bits illustrate the in room concert facility which is given by the
respective hotel in order to grab the attention of large number of individuals towards the
ambience and experience that the hotel management tries to create for the visitors. Besides this,

there are many other tiny bits which illustrate indoor as well as outdoor party organized by the
hotel management, food, etc. The colour pallet that is used for the advertising campaign is bold.
This can be said on the basis of the premise that two contrast colours have been put to use in the
image, which are identified to be Black and Pink. In addition to this, the picture also
demonstrates the persons who have previously been the guests of Moxy Hotel along with the
activities they got indulged in, during their stay at the respective hotel premise. The overall
image show above carries the potential of grabbing the attention of large base of individuals so
as to augment the financial performance of the firm in the long run. The image contains some
signs which illustrate time and venue for livestream. The slogan for the image is “MOXY: it’s no
place like home” which is mainly targeting the youth and stating that the hotel is an escape from
their respective homes.
Analysis/Interpretation
The overall interpretation of the campaign suggests that Moxy Hotel is a boutique hotel
where people do not have to behave like sophisticated beings, and thus can be the way they are.
So, they can have fun with their friends or colleagues without caring about anybody. The image
tries to represent that the respective hotel allows youngsters to escape their boring and routine
lives, thus flee away to a place whereby they can be their original selves without caring about the
society, families or anyone else. The overall picturisation of the hotel has been shown beautifully
with the help of tiny bits of sneek peeks from the different sections of the hotel ranging from
rooms, livestreams, etc. Moxy tries to reach out to people by stating that it is nothing like their
homes. It is thus presented in front of the target audience as a place whereby they can enjoy
themselves and make memories to cherish for a lifetime to come. This leaves a strong impact on
the younger generation of the society and gains their attention as almost all of them want to
escape their homes and go to a place whereby they can party and live as per their terms.
A Coded Interview Transcript
Transcript key
A: VW campervan
A1 – effectiveness of VW campervan
A2 – limitations of VW campervan