Comprehensive Market Research Plan for Tasmanian Tourism Growth

This report presents a detailed market research plan aimed at boosting Tasmanian tourism by increasing the number of international visitors and their expenditure. The study begins with an introduction to the current state of Tasmanian tourism, highlighting the need for strategies to enhance visi...Read More

MARKET RESEARCH
PLAN / PROPOSAL

TABLE OF CONTENTS
1. PURPOSE....................................................................................................................................1
a. Background of study...........................................................................................................1
b. Decision problem or aim....................................................................................................1
c. Research objectives............................................................................................................1
d. Research questions.............................................................................................................1
e. Proposed time-frame...........................................................................................................2
2. TYPE OF STUDY.......................................................................................................................3
a. Research design..................................................................................................................3
b. Data requirements...............................................................................................................3
3. POPULATION AND SAMPLE..................................................................................................3
a. Target population................................................................................................................3
b. Sample size.........................................................................................................................4
4. DATA SAMPLING.....................................................................................................................4
a. Sampling frame and technique...........................................................................................4
b. Method of data collection...................................................................................................4
c. Specific research instrument...............................................................................................4
d. Consideration of possible expenses....................................................................................5
5. BENEFITS OF RESEARCH.......................................................................................................5
a. Expected value of research information.............................................................................5
b. Theoretical advantages.......................................................................................................6
c. Ways through which result will be presented.....................................................................6
d. Limitations of the proposed research.................................................................................6
6. ETHICAL ISSUES......................................................................................................................6
7. REFERENCES............................................................................................................................8

1. PURPOSE
a. Background of study
The present study is based on Tasmanian tourism which wants to boost up its existing
level of visitors. Along with this, motive of the tourism is to grow overall economic level with
the help of increasing tourism expenditures. The study reflects about those strategies which are
currently implemented by Tasmanian for meeting such objectives. Through this research other
businesses of tourism also able to enhance their visitors and grow economy. Hence, overall
research is on the basis of methods which support to improve visitor expenses within Tasmanian
tourism. At present, 1,262,100 people visited Tasmania in the year ending March 2017 which is
lower in comparison to the last period. Apart from this, when considering international visitors,
they are lower as compared to national tourists. When number of national tourists are high, then
expenses made by them is lower than the international visitors (Tourism Fast Facts, 2017). Due
to this, Tasmanian Tourism cannot make higher contribution in the growth rate of economy.
b. Decision problem or aim
In the Tourism industry of Tasmania, both international tourists and expenses made by
them is lower than the statistics of last year. Therefore, for assessing the reason behind it and
find out appropriate strategies, this study has been conducted. On the basis of this particular
problem, this study is aimed to: “To determine ways in which Tasmanian Tourism can be
enhanced by generating number of visitors and their expenditure”.
c. Research objectives
 To identify the current strategies used by the major tour operators of Tasmanian Tourism
for attracting international tourists.
 To assess methods that are fruitful for Tasmanian Tourism to increase the number of
international visitors in Tasmania.
 To recommend such effective strategies by which Tasmania can boost up the growth rate
of their economy with more number of international visitors every year.
d. Research questions
 What are the present strategies used by the Tasmanian tour operators for attracting more
number of international visitors?
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 How effective are the measures used by Tasmanian tour operators for the increase of
international tourists in Tasmania?
Rationale of these questions is that, ways can be easily identified and evaluated which are
helpful for the tourism to enhance existing visitors and their level of expenditure in upcoming
year.
e. Proposed time-frame
Activities Week
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Chose topic
and research
problem
Frame aims
and
objectives for
research
Review
different
literatures
Select
suitable
research
methods
Frame
questionnaire
to collect
data
Record data
in proper
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structure
Analyse
collected
information
Derive valid
conclusion
Submit the
completed
research
2. TYPE OF STUDY
a. Research design
In order to carry out appropriate research on specific topic different kinds of designs
available. For the present proposed research, descriptive method will be considered through
which problem will be described and then solution will be made in an appropriate manner (Billig
and Waterman, 2014). In this research, the problem related to the declining tourist expenditure
which will be further analysed and described. Further, solution for increasing both national and
international tourists along with their expenses will be ascertained in this investigation.
b. Data requirements
In order to analyse problem and resolve it data required which includes primary and
secondary both. Further, existing number of customers, their expenditures, views of tour
operators of the Tasmanian tourism etc. data will be needed. The reason behind requirements of
data is for assessing causes of occurring issues and resolve them in an effective way (Cammarota
and Fine, 2010).
3. POPULATION AND SAMPLE
a. Target population
Group of people from which information gathered based on specific problem to
determine possible solution is known as the target population (Flick, 2015). In the present
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proposed research, population from which data will be collected is Tour operators who are
provisioning tour related services along with the international visitors utilizing the services
within Tasmania represents the main targeted groups.
b. Sample size
For gathering information to carry out the proposed research, sample of 30 Tasmanian
tour operators and 30 international visitors will be taken into consideration. After taking relevant
information from the selected sample, strategies can be determined for enhancing expense level
of tourists within Tasmania. Thus, the total proposed sample size is 60 including both
international visitors and tour operators, because overall economy of the Tasmania country is
evaluated in terms of tourism industry.
4. DATA SAMPLING
a. Sampling frame and technique
In order to select sample size from the targeted population method and tools are used by
the researcher. Basically, there are two kinds of sampling techniques included which are such as
probabilistic and non-probabilistic. In the present proposed research, probabilistic method of
sampling will be considered (Gast and Ledford, 2014). Under this with the help of simple
random sampling tool, randomly sample will be collected by the investigator. Reason for
choosing this specific method is that, the researcher able to collect sample in proper direction.
b. Method of data collection
Generally, two types of data collected for conducting the research which are secondary as
well as primary. In the present research, primary information will be collected because it helps to
gather reliable and valid data. For these different kinds of the methods and sources available
which are interview, focused group, survey etc (Data Collection Techniques, 2017). In order to
assess methods for improving visitor's expenses within Tasmanian Tourism survey source will
be taken into account by the researcher. Under this, once research questionnaire framed and then
distributed within targeted population i.e. tour operators of the country. With the help of this
method, valid as well as reliable facts and figures collected due to which another source will be
ignored.
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c. Specific research instrument
For doing research and analysis there are several kinds of the instruments as well as
methods considered by the scholar. Other than research design, data sampling and collection
approach, philosophy and research types are also required. The present proposed research will be
based on the qualitative nature. In addition to this, inductive research instrument will be
undertaken by the scholar where study will start with observation and end with theory.
Moreover, to collect data in an effectual way interpretivism philosophy will be used in the
proposed analysis. By taking help of these all the stated instruments, effective and beneficial
strategies for boosting visitors will be analysed properly (Hunleth, 2011). Once needed
information collected then used for further procedure to determine conclusion i.e. research
analysis. It is one of the highly useful and key instrument for conducting research. In the present
study, thematic analysis method will be used which is supportive to derive effective solutions.
d. Consideration of possible expenses
In order to conduct the proposed research different kinds of costs and expenses will be
incurred. Further, some expenses along with the figure are shown with the help of below
mentioned budget:
Name of expenses Amount (in $)
Resource allocation 300
Expenses for collecting data 400
Travelling cost 260
Cost for recording gathered data 170
Other expenses 320
Total cost of proposed research $1450
5. BENEFITS OF RESEARCH
a. Expected value of research information
The information gathered in research are supportive for the clients or users up to the
higher extent. The reason is that they might be use data of the present research in order to make
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solution of their firm. When the users will consider this data then known as the secondary
because this collected and used by another scholar. In addition to this, clients of the present
proposed research can be tour operators, tourism department of the same or another country. For
those tourist companies or clients who are from international market then estimated value of this
data will be higher (Mackey and Gass, 2015). After taking base of the statistical and market
condition of Tasmania’s travel and tourism sector, they make decisions for entering in cited
economy. Apart from this, level of expenditures of the visitors within Tasmanian tourism is also
known by clients which has very significant place for the users. Hence, estimated value of
present research information is the higher for clients.
b. Theoretical advantages
The present proposed research has theoretical benefits up to certain extent for those who
are using the study. Main advantage of this analysis is for the potential tour operators and
companies which have presence in same industry. It reflects wide range of strategies which are
used and needs to consider the Tasmanian Tourism for boosting visitors as well as grow
economy (Panneerselvam, 2014). Moreover, for using such methods of enhancing number of
tourists the study is beneficial in theoretical manner.
c. Ways through which result will be presented
When the reliable information collected then analysis methods and techniques applied on
the data set. In the present proposed study, thematic tool for analysing data will be used where
results are depicted with the help of graphs and charts. In the graphical presentation number of
respondents along with the response shown in appropriate way. On the basis of the graph
analysis and discussion is easily presented. Hence, using the thematic analysis, results will be
reflected with the help of charts as well as graphs.
d. Limitations of the proposed research
Basic limitation of the proposed research is related with the time where it is time
consuming. In order to collect primary information, adequate time is required which lead to
hamper overall duration of the research. Along with this, it is not mandatory that all the
respondents or tour operators provide enough and reliable facts. In case, valid as well as
appropriate data not given by the respondents then hinder smooth procedure of the research
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(Smith, 2015). Therefore, an appropriate analysis and strategies cannot be made for Tasmanian
Tourism for increasing existing expense of visitors in the next year.
6. ETHICAL ISSUES
Ethics are one of the key as well as significant part for any kind of research and analysis.
Key issue regarding to the ethic arisen in the study is that, respondents not provide all the
information which required. They think that research asking about their personal data. This
particular ethical problem is resolved by avoiding including those questions which are relating to
their personal information in the research questionnaire (Glesne, 2015). Second obstacle is
related to the data disclosing which is one of the big offence for the research. Targeted
population think that scholar will disclose information taken by them in market. In this,
researcher uses excel sheet and suitable software for recording as well as protecting data.
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7. REFERENCES
Books and Journals
Billig, S. H. and Waterman, A. S. eds., 2014. Studying service-learning: Innovations in
education research methodology. Routledge.
Cammarota, J. and Fine, M., 2010. Revolutionizing education: Youth participatory action
research in motion. Routledge.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Gast, D. L. and Ledford, J. R., 2014. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Glesne, C., 2015. Becoming qualitative researchers: An introduction. Pearson.
Hunleth, J., 2011. Beyond on or with: Questioning power dynamics and knowledge production in
‘child-oriented’research methodology. Childhood,18(1), pp.81-93.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd.
Smith, J. A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Online
Data Collection Techniques, 2017. [Online]. Available through: <https://cyfar.org/data-
collection-techniques> [Accessed on 29th August 2017].
Tourism Fast Facts, 2017. [Pdf]. Available through:
<https://tourismtasmania.com.au/__data/assets/pdf_file/0016/50281/Fast-Facts-at-July-
2017.pdf> [Accessed on 9th September 2017].
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