Qualitative Research Report on Mudgee Tourism Market Research, MKT230

This qualitative research report examines the Mudgee tourism market, focusing on market analysis and research methodologies. The report begins with an introduction outlining research objectives, including identifying target markets, understanding tourist attractions, and exploring visitor perceptions and barriers. The research design utilizes both primary and secondary data collection methods, with a focus group approach for primary data collection. The report details the process of conducting an online focus group, including strategies to improve participation. The report also explores the main approaches for collecting qualitative data, like in-depth analysis and observations. The study addresses the ethical considerations of the research. The report identifies three target markets for the Mudgee region, explores the factors that attract tourists, and investigates the barriers to visitation. The report concludes with a discussion of the findings and their implications for the local government authority and tourism stakeholders. The report is a valuable resource for students and professionals studying tourism, marketing, and market research, providing insights into real-world applications of qualitative research methods.

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.

Research design
Research design is termed as the essential part of every investigation which clearly
describes that how investigation is going to carry out with the usage of right plan (Deepak and
Jeyakumar, 2019). It also states that the overall planned investigation is piratically feasible for
all. With reference to the present investigation, in order to conduct present investigation,
researcher will definitely require both the primary and secondary form of data collection method
in order to identify required information in rightful manner. In primary method, investigator will
make use of focus group method whereas in secondary form investigator will gather information
from books and online articles for gathering maximum information within the provided time
frame.
Apart from this, there are two main methods by which gathered data can be easily
analyzed by investigator. These methods are qualitative and quantitative form of data analysis
methods. Qualitative method states that overall gathered information is analyses on the basis of
human based perception whereas quantitative method states that whole data is analyzed with the
usage of mathematical and statistical formula. For present study, investigator will use qualitative
method for analyzing overall gathered information in detailed manner. It can be said that overall
method used by the investigator is to ensure that they will find out feasible outcome for their
project in rightful manner (Kaynak and Herbig, 2014).
Theory
In order to conclude the whole research in an effective manner, it is required by the
investigator to adopt various data collection method. This as a result will assist in order to collect
authentic and appropriate data and information so that whole research will be completed in an
effective manner. In the present research, investigator use qualitative method for collecting
information so that the overall research will be completed in an effective and appropriate way.
Main approaches for collecting qualitative data as well as there description.
There are ample number of ways through which researcher will be able to collect
authentic information and data so that they can produce favorable outcome. Some of the most
essential approaches used by researcher in order to collect qualitative data includes in-depth
analysis, observation, focus group and so on (Laufs and Schwens, 2014). Detail description of
these methods are going to be discussed as follows:

In-depth analysis: It has been said that in-depth analysis refers to a method or approach
used by researcher in order to collect information in more detail and descriptive manner. Under
this method, investigator consider various different methods and compare them in order to
enhance their knowledge in detail manner. It has been said that In-depth analyses is generally
conducted by the researcher in order to know about the issue, problem and phenomenon in a
detail manner so that favorable outcome will be produced. In this context, investigation does not
emphasis on a single method and collect ample number of information and then compare it in
order to conclude the research effectively (Li, 2016).
Observation: Apart from in depth analysis, researcher adopt observational method for
designing a positive and favorable outcome. Observational research define as a qualitative
research method where the main target respondents are being observed, noticed and analyzed by
the investigator within their real life setting. It is the method which is generally used by
researcher when the data collection process like survey questionnaire, interview and other
methods are not adequate and effective in order to produce results. It has also been said that there
are ample number of observation method such as participation and non-participation observation.
Focus group: It is said that discussion which is included in the focus group is with the
help of collecting individual from same experience and background on a specific topic. Focus
group is the type of qualitative research in which questions are generally asked about their
beliefs, perceptions, opinion, attitudes or ideas. Main reason behind opting this method of
qualitative research is to provide data and information in order to improve, modify or develop
goods and services which is target to the key group customers (McQuarrie, 2015).
In the present research, investigator adopt focus group in order to collect information and
data which are authentic. This as a result assist in order to conduct the research effectively and in
best manner.
Process for conducting an online focus group, strategies and techniques which help in improving
the participation.
In order to conduct the whole research in an effective manner, investigator adopt online
focus group method which includes several steps going to be discussed as follows:
Step 1: Set goals- It is very important for the researcher to define clear idea about what
they are going to conduct and what is the main target they want to achieve with the help of this
method (Möller and Halinen, 2018).

Step 2: Make sure everything is clear- It is essential for a research to have complete
knowledge about the type of targeted people, research questions they want to ask from the
research, clear aim and objective on the basis of which effective questions are formulated and
many more.
Step 3: Selecting right kind of participant- In order to examine the views and thoughts
of individual with the help of focus group, it is essential for the researcher to identify participants
from the large number of population. Along with this, it is also very essential for the researcher
to select individuals to have some basic knowledge about the topic.
Step 4: Selection of accessible technology- For collecting the authentic information it is
very important for the researcher to have easy accessible tools and techniques which can easily
be used by respondents. This will help them in order to maintain the interest of individual person
through out the whole process (Rohani, Aung and Rohani, 2014).
Step 5: Frame the right questions- It is said that it is very important for the researcher to
develop right type of questions according to the main issue or problem so that positive and
accurate response will be gain. Along with this, language of the questions will be clear and easy
to understand by the participants.
Step 6: Capture the data immediately and accurately- It is very essential stage as all the
information which is collected by the researcher through focus group method will further
examined and reviewed so that required conclusion will be drawn.
Strategies & techniques for improving the participation of respondents
It has been analyzed that researcher can improve the participation of respondents by
enhancing their knowledge about the importance of research. This will help them in order to
improve their involvement which assist researcher in gathering information in an effective
manner. Along with this, it has also been said that proper information about the research
objective help respondents in order to improve the involvement of individual person or
respondents (Rowley, 2016).
What is involved in analyzing qualitative data?
Qualitative data define as the non-numeric information and data which includes audio,
recordings, images, interview transcripts, notes, video and many more. Qualitative data analysis
are further divided into five categories.

1. Content analysis: It is the type of qualitative data analysis which define as the
procedure of dividing verbal as well as behavioral data in order to classify, tabulate and
summarize the information and data in an effective manner.
2. Narrative analysis: This is the another method which consist of preparation of stories
given by respondents considering the experience and response of each and every individual.
Basically it refers to the revision of primary data collected by investigator.
3. Discourse analysis: It define as the method of examining the qualitative data by all
sort of written text or information or with the help of natural talk of respondents (Sarkar, 2014).
4. Framework analysis: It is one of the most advanced as well unique method for
analysing the qualitative data which includes various stages such as thematic framework,
familiarization, mapping, coding, interpretation and so on.
5. Grounded theory: This is the last method of analysing qualitative data which mainly
start with a case in order to develop a theory. After that, additional cases are going to be
examined by the researcher in order to made contribution to the theory.
In the present research, investigator adopt framework analysis in order to analyse the
qualitative data in an effective manner.
Moderators guide
Discuss in the report what research objectives you are attempting to reach through the focus
group question/s.
From the focus group questions investigator are planning to conduct research in such a
manner so that they gather information on the formulated objectives. It is a well known for the
views and food festival conducted on an annual basis attracts large number of tourists towards
them. At first investigator is determining that how their targeted audience are visiting Mudgee
and how they have got to know about this destination (Schwarzkopf, 2016). Along with this,
investigator also wishes to find out that what are the main things or places which are attracting
people of Mudgee towards them effectively. Along with this, they have focused to find out that
what are main barriers that might be considered by participants for finalizing this place
effectively (Baker and Saren, 2016). In order to determine overall information, investigator have
communicated to each participants of focus group in order to gather authenticate information
from it detailed manner.

Qualitative Data Analysis
Thematic Analysis refers to the method or approach of analysing data which is qualitative in
nature. It is one of the common form of analysis which is used by researcher as it focuses on
determining, analysing and interpreting theme patterns within the qualitative data. Thematic
analysis intents to identify themes (patterns) in data which are significant and utilize these to
address the research. As per the analysis of focus group responses, one of the respondent said
that she never visited Mudgee, but she considered to visit the place as some of her friends live in
that region for work (Wells, 2015). According to some respondents, Mudgee is a beautiful place
and is a good tourist destination for people to visit. On the other hand, as per some respondents,
the region is popular for mining area and wine manufacturing. Various destinations exist in the
region includes Port Macquarie, Victorias High Country, Byron Bay etc. attracts the visitors
more due to their beauty and nature oriented places. It is a good place to visit with family and
friends. Byron Bay is one of the beautiful holiday and beach destination that attracts the visitors
more to visit the place.
According to one of the focus group respondent, the thing that attracts people more
towards the destination is relaxing vibe of the area and reputation that it seems to have. Some of
the respondents said that they have mixed understanding about the region. They said that it could
be the mix of good holiday destination for family as well as party town. So, as per the focus
group survey of Mudgee region, it can be said that different focus group have different
perception regarding the region (Armstrong and et. al., 2018). Some people said that they like to
visit the place due to its relaxing vibes and beauty, while others said that they have mixed
understanding regarding the place. Some said that it is a beautiful place to visit with family,
while according to others, it is a party town.
In Australia, the contribution of tourism is $55.3 billion in the economy in year 2016-17,
which is accounting for 3.2 percent of national gross domestic product. The direct tourism
employment in the country is grew by 3%, international spend increase 6.5 percent to $40.6
billion. The Mudgee region is famous for its heritage, food, wine and event experiences which
attracts the visitors more to visit the place.

Ethics
Ethics plays an essential role in every investigation. It is highly important for
investigation to follow ethics which simply states that research will not face any issue or
constraints from respondents in the future. While talking about conducting market research it has
been determined that it is highly important for investigator to conduct market research by
following each and every ethical value so that they can attain research outcome in appropriate
manner (Bentley, Daskalova and White, 2017). Along with this, later on it can also been said that
by following all ethical values investigator can easily influence interest of participant and also
supports them in developing their positive relations with them. In order to maintain high ethical
value in current investigation researcher have maintained confidentiality of data received from
the participants of focused group. Along with with this, investigator will use all the gathered
Illustration 1: ECONOMIC CONTRIBUTION OF TOURISM, 2016–17

information by taking permission from the respondents only in order to avoid chances of future
constraints. The overall gathered information will be stored by researcher only which can not be
accessed by anyone else (Boddy, 2016).
CONCLUSION
From the above mentioned report, it has been determined that market research is an
effective initiative taken by company for developing their knowledge on the particular topic or
issue. This ultimately provides effective guidance to individual to take several initiative for
attaining success in quicker manner. Along with this, it has been determined that each and every
time popularity of destination is not attracting individual towards it but at same time beauty of
some place also influences interest of tourist. In addition to this, usage of focus group will allow
researcher in developing detailed knowledge on the particular topic that will help them out in
drawing valuable outcome. By conducting effective market research investigator can also
enhance their revenue of their business that could provide higher benefit to them.

REFERENCES
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Online
Mudgee Region Tourism claims bronze medal at Australian Tourism Awards. 2018. [Online].
Available Through: <https://www.mudgeeguardian.com.au/story/5253731/national-tourism-
medal-due-to-regions-collaborative-nature/>.