Research_Industry

Sampling Frame: According to the article, the researchers have used two different kind of sampling methods to obtain the feedback from the respondents. The raw data (primary data) was collected through face to face interviews with a sample of tourists to Yorkshire. Besides the researchers have used questionnaires in the survey. The survey design was made starting with demographic information and followed by traveling information. The raw data could be used for quantitative analysis in order to understand the factors which are related to the use of film of re-imaging a tourist destination. There are advantages and disadvantages of using questionnaires as a method to collect information. Advantages of questionnaires: 1. the responses are gathered in a standardized way, so questionnaires are more objective, certainly more so than interviews. 2. Generally it is relatively quick to collect information using a questionnaire. However in some situations they can take a long time not only to design but also to apply and analyze (see disadvantages for more information). 3. Potentially information can be collected from a large portion of a group. This potential is not often realized, as returns from questionnaires are usually low. However return rates can be dramatically improved if the questionnaire is delivered and responded to in class time. Disadvantages are: 1. Questionnaires are standardized so it is not possible to explain any points in the questions that participants might misinterpret. 2. Open-ended questions can generate large amounts of data that can take a long time to process and analyze. One way of limiting this would be to limit the space available so their responses are concise or to sample the students and survey only a portion of them. 3. Questionnaires are standardized so it is not possible to explain any points in the questions that participants might misinterpret. For this kind of research it is not very effective to include many questions since people are not willing to spend to their time answering them. Less and direct questions could be useful to test the research question. The existing tourism decision models did not reflect the present day academic research as such an updated model was required. The research itself explains pros and cons of strategic conversation. As advantages it stated that strategic conversations are useful to gain the insights and perceptions from the respondents. In addition, researchers also used strategic conversation method to obtain opinions from the respondents face to face in order to get more useful ideas and feedbacks rather than giving a close ended question. For the researcher it could be helpful since he would be able to make them understand more about the topic and explain the further development stories in the market. The perception of the respondents could be noted and understood more easily. For a company or organization it is very useful since strategic conversation leads to multi dimensional and multi dimensional type of communication channel. Objectives / Hypothesis: The objective was to find the relationship between usages of film in re-imaging a tourism destination which in turn can be used to market a tourism destination. The findings of this research show that the hypothesis is testable as it says “Brand image can be a strong destination motivator”. In the research it says “Many tourists are looking for something different so what the brand says about a destination can encourage or discourage tourists”. The most important factor in deciding the destination is the brand image followed by other factors like costs etc. The objectives of the research are to evaluate the level of imagery that Yorkshire has in the mind of the tourist, identify if tourists are aware of Yorkshire based on television series and to discover the images, if any that tourists associate with the three Yorkshire based television series under review. The National Trust has allowed several documentary programs to be filmed on their properties since it helped like an advertising tool. In the meantime the tourist numbers have increased due to it. Findings According to the article it says that two types of instruments were used to gather information about the topic. As quantitative surveys it stated that 300 questionnaires were filled by the tourist and 27 strategic conversations were carried out with the stakeholders to find their view about re-imaging tourist destination by using film. The research does not use the information obtained from the surveys from the tourist for the conclusion. Besides it has used the face to face conversations with the stakeholders in the end result. If quantitative survey is made, the analysis of the findings must be shown clearly to support the hypothesis and research question. Quantitative research allow for a broader study, involving a greater number of subjects, and enhancing the generalization of the results. Besides it can allow for greater objectivity and accuracy of results. Generally, quantitative methods are designed to provide summaries of data that support generalizations about the phenomenon under study. In order to accomplish this, quantitative research usually involves few variables and many cases, and employs prescribed procedures to ensure validity and reliability. The theoretical research proves that the tourists’ perception is based on what they see and hear about the particular destination. For the first timers will have restricted knowledge of the destination. These tourists can neither check what they are purchasing nor can they try a sample of it. Evidence to prove the hypothesis In the research literature review it says, according to Belch and Belch 2001, film associated promotion can be one of the most successful tools for enhancing tourist awareness as it presents product features and builds a visual image of a destination. The images showed in films played a significant part in generating and creating ideas in people’s mind. Since this young generation prefer watching TV rather than reading, would encourage the film producers and media to offer a considerable perception about a destination. As it was found that the Northern City of Newcastle has successfully managed to improve its image in the last few years due its positive portrayal in the media. The image portrayed in films and television creates awareness and positive attractive images. Film induced tourists can be generated and a destination could be well promoted if the images shown are positively influencing the audience. Even though some of the stakeholders say that the filming re-imaging rural areas is not that important, there are some destinations which have been successful due to the fact that the place was being advertised through movies. In the case of The Lord of the Rings: opened a new market for the New Zealand, especially for the young generation. According to the research every time it has not to be effective. From the research about Notting Hill (1999), it showed that television series could be used to promote a destination. Conclusion In this research the theoretical approach was well described. On the other hand only one instrument of survey is used i.e qualitative. If the quantitative results are used it would show a wider picture of the topic. The positive and negative impacts of using film as a re-imaging a tourist destination are well explained with proper examples.