Issue link: http://tourismwpg.uberflip.com/i/134953
RESEARCH AND DATA MANAGEMENT Tourism research underpins strategic planning and decision making for destination marketing organizations, provides accountability to stakeholders, and responds to the increasingly sophisticated information demands of industry partners. The need for timely, insightful research is increased by growing competition, rapidly evolving consumer attitudes, technological innovation and changing market conditions. Information is the basis for decision making and it is the task of travel research to gather and analyze data to assist destination management leaders to plan, manage and operate more effectively. External sources of consumer research include government reports, such as economic analysis, and labour and tourism statistics. Research is also done through travel industry studies conducted or commissioned by hospitality industry associations and the private sector. Primary research data includes experimental, observational, survey, simulation and focus group methods. Destinations may self-administer or outsource mail, telephone, online and personal interview surveys. The Travel and Tourism Research Association (TTRA) is an international organization of travel research and marketing professionals devoted to improving the quality, value, scope and acceptability of travel research and marketing information. The mission of TTRA is to be the global leader in advocating standards and promoting the application of high-quality travel and tourism research, planning, management and marketing information. A Master Tourism Plan for Winnipeg | 2011-2015 | 2013 UPDATE The benefits of research will allow Tourism Winnipeg to understand the competitive landscape and market segments, identify unique selling propositions or competitive advantages of Winnipeg, guide innovation in visitor attraction, develop effective sales and marketing activities, and acknowledge stakeholder perception of Tourism Winnipeg as an organization. DESTINATION RESEARCH The systematic gathering, recording and analyzing of data of opportunities relating to the development and marketing of attractions, events, facilities and related services is paramount to a destination. " The usefulness of any research is not measured by its inherent quality but by the ability of those on the receiving end to do something about it." (Harding and Walton, 1997) 15