SITTPPD016 - Research and analyse tourism data
Nominal hours
Location
Prerequisites
Co-requisites
(Corequisite units must be studied concurrently with this unit)
Overview
This unit describes the performance outcomes, skills and knowledge required to conduct tourism research. It requires the ability to identify research needs, conduct research, interpret the data and apply the results.The unit applies to all industry sectors, and to individuals who have senior operational or management roles. Research may be primary or secondary and conducted to inform a range of activities and planning processes. It may be required to assist with customer service, planning and product development, or sales and marketing.
Assessment
For Melbourne campuses
Assessment tasks will be designed to reinforce & extend knowledge and skill competence within set & controlled parameters in accordance with each units learning outcomes & performance criteria requirements, including the setting of work based practical application tasks designed to provide evidence of competence outcomes, within periodic and scheduled timelines.
Students will be expected to demonstrate the following required skills:
- identify and plan tourism research based on an organisational or situational analysis that includes at least two of the following research objectives:
- comparative analysis
- competitor activity
- customer preferences
- distribution networks
- hypothesis testing
- identification of trends
- industry pricing policies
- visitation patterns
- conduct above tourism research applying:
- research and data collection methods
- information from:
government agency websites and tools
industry associations
regional, state or territory, and federal tourism marketing agencies - reliable data analysis
- written and oral presentation techniques.
Students will also be expected to demonstrate the following knowledge:
- role of research for different purposes in a tourism industry context:
- product development and innovation
- marketing
- sales
- research techniques and methodologies and their application to different industry situations
- ethical research practices related to intellectual property, confidentiality and privacy
- research and data collection methods, their features and suitability for different purposes:
- desk-based research
- electronic counters
- evaluation of secondary data
- interviews
- focus groups
- information from other organisations
- observation and listening
- questionnaires and surveys
- methods of data analysis:
- data sampling
- feedback on results
- peer review
- review of previous research
- statistical analysis
- major tourism research bodies, types of research produced by those agencies and its value to different tourism operators
- types of technology used in the conduct of research projects.
Required reading
The qualified trainer and assessor will provide teaching and learning materials as required in the form of workbooks produced by Victoria University and/or via the Victoria University e-learning system.
As part of a course
This unit is studied as part of the following course(s):