I work for UK Study Tours, a British company involved in school tourism which sells packages to visit the main attraction in Britain and in Europe. I have just 2 years’ experience in this sort of work. My boss, Mrs. Bravo (Marketing manager) has asked me to investigate opportunities for UK Study Tours to target more specifically a niche of market.
As a Marketing assistant, I need to find a dominant group of visitors who do not speak English and who would like to have its web page content in different languages in order to improve its revenues and profits.
My boss wants me to start by looking at 2 websites which are accepted as providing reliable data information:
Sites, that you have recommended me to visit are both really useful and helpful. It helped me to do my research deeply. The first site www.statistics.gov.uk shows all statistics of the UK. I found “Tourism” and clicked on it. It is a huge amount of information which provides me necessary data and information about Tourism Industry. Especially, I downloaded 3 Documents (travelpac 2011, 2012 and 2013) with tables which show all important information about visits to Britain.
Another site is www.visitbritain.org .
There are three basic forms of tourism: domestic tourism, inbound tourism, and outbound tourism. Domestic tourism refers to activities of a visitor within their country of residence and outside of their home (e.g. a Brit visiting other parts of Britain). Inbound tourism refers to the activities of a visitor from outside of country of residence (e.g. a Spaniard visiting Britain). Outbound tourism refers to the activities of a resident visitor outside of their country of residence (e.g. a Brit visiting an overseas country).
It uses their own statistics about overseas visitors who come to Britain (primary data), but they get in touch with the tourism organisations for England, Scotland, Wales, Northern Ireland and London for domestic statistics. (secondary data).
In my investigation, first of all I will use primary information of these two sites because I need their own researches aboutOVERSEAS visitors.
UK STUDY TOURS
+44(0)1865 654 951
Presenting survey methodology and sampling frame
Of course, these two sites (www.visitbritain.org; www.statistics.gov.uk) include a lot of necessary information. However, there are a lot of data which I am not going to use. It is really expensive and takes a lot of time. That is why I should filter information and establish some limits.
First of all, of course I need information about countries which use UK Study Tours. Also it is really important to analyse purpose of visits, because personally I need people who visit the UK to study.
Besides, I use information about quarters because I need to know the most popular quarter(more expenditures). Duration, visits and nights are important as well, because with the help of this data you can recognise countries which are the most frequent visitors.
But as for my point of view, the most important information is expenditures per night because it shows countries where people are ready to pay more and bring more profit.