The document discusses how research can be used as a weapon to compete for today's consumers in the tourism industry. It explains that participants at the Southwest Tourism Summit will learn how to use research to justify budgets, navigate the competitive landscape, and understand consumer behavior. Both traditional qualitative research methods like focus groups and quantitative research methods like surveys and big data are important weapons. Research provides actionable feedback that allows businesses to understand markets, trends, and which of their own marketing efforts are most effective. It emphasizes using research to inform action and engagement.
1. Research: Turn Research Into
Your Biggest Weapon
Southwest Tourism Summit
Crested Butte, Colorado
April 24, 2014
2. Research As A Weapon
Every business that markets themselves to
bring tourists to their door should be using
Research to compete for today's Consumer.
Participants will:
1. Learn how to use Research to Justify Budgets
2. Navigate the Competitive Landscape
3. Understand Consumer Behavior.
11. Research As A Weapon
Every business that markets themselves to
bring tourists to their door should be using
Research to compete for today's Consumer.
Participants will:
1. Learn how to use Research to Justify Budgets
2. Navigate the Competitive Landscape
3. Understand Consumer Behavior.
20. Research As A Weapon
Every business that markets themselves to
bring tourists to their door should be using
Research to compete for today's Consumer.
Participants will:
1. Learn how to use Research to Justify Budgets
2. Navigate the Competitive Landscape
3. Understand Consumer Behavior.
22. Feeding Research Into Action
Consideration
Intent
Awareness
Decision
Travel
Share
Tie Engagement and
Signals of Intent into
the Consideration data
23. Research As A Weapon
Every business that markets themselves to
bring tourists to their door should be using
Research to compete for today's Consumer.
Participants will:
1. Learn how to use Research to Justify Budgets
2. Navigate the Competitive Landscape
3. Understand Consumer Behavior.