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RESEARCH PROPOSAL

Assumptions
The airline is not a budget airline. The airline is based out of UAE.

Background
The study is to identify and understand the impact of the factors influencing the decision making process of potential tourists and give suggestions to convert them to positive tourists. This study would emphasize on the motivational factors leading to the decision making process of families planning on vacation that would help the Airline attain maximum travellers. The decision making process would include identification of needs, gathering information, choices available, evaluation of alternatives, value added services, post-purchase ticket processing. Identifying the vacation decision making in the UAE is an important challenge in tourism research. The empirical applications of the various proposed theories are still scarce and there is room for further research. The Advisory board is a forum to coordinate the research on vacation decision making of its participants. The board intends to develop a framework to assist the airline in attaining maximum tourist head counts travelling by their airline. The research also intends to find the barriers to vacationing on the whole in this part of the world. Also the choice of other travel options by participants and other barriers will be taken into consideration and analyzed to bring about positive conversions in favour of the airline.

Research Objectives
To identify factors influencing vacation decisions by families To understand the impact of factors on vacation decision making in families

Research Methodology
Research Design o o Primary Research - The design of this research is quantitative in nature. Secondary Research Airline and Tourism research journals and periodicals will be used to aid the research.

Secondary Research The kind of research to be carried out is a Usability and Attitude (U&A) study. The research will be initiated with an in depth secondary research into the decision making process of the consumers in the UAE market. The secondary research will be based on the information gathered from the various internal sources such as previous researches conducted in the area of concern, and the external sources such as credible researches conducted worldwide in the concerned area by travel agencies, other airlines etc. The information gathered through the secondary research combined with our past experiences will aid the drafting of questionnaire in the primary research.

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Primary Research To suffice the cause of the research objective it is required to conduct a quantitative research for which, an extensive survey will have to be carried out across UAE. The initial phase in the primary research will include drafting of questionnaire comprising of screening questions to segregate our target audience from the rest. (Target audience is defined below). Further, questions will be designed to answer the research objective. Next phase will consist of a data collection drive/ survey. Analysis and Recommendation A multivariate analysis will be conducted using quantitative techniques like regression analysis, factor analysis and cross-tab analysis. Further, after analyzing the findings and identifying the trends, recommendations will be given specific to your airline company.

Secondary Research

Internal Sources External Sources

Primary Research

Questionnaire Design

Conducting Survey

Conclusion

Analysis of Findings Recommen dation

Research Instrument A questionnaire will be administered by the interviewer in travel agencies, hotels and airline flights. Sample Methodology The sample methodology used is judgement sampling in which respondent families will be selected from representative locations like select travel agencies, hotels and airline flights. Sample size: Sample size for this research will be 400 respondent families. This number will be representative of all the nationalities that live in the UAE and are potential customers of the airline. Westerners and other expatriates form the smallest group constituting 8% of the UAE population. In order to be able to perform statistical analysis on each demographic segment, 400 respondent families will be a large enough sample size for this research.

Target Respondent
The target respondents will be: Families that make a leisure trip (business-cum-leisure trips included) at least once a year Families that travel by air on leisure trips Families from higher and medium income groups Group 5 Page 2

Information Areas
Family size there is a need to know how the number of family members affect the vacation plans Travel season preferences destinations and budgets change accordingly and hence change the decisions Duration of travel depending upon the duration the destination and kind of vacation may change Purpose of vacation (honeymoon, other occasion celebration, adventure sports etc) Budget vacation decisions may be largely affected by the budget set aside Desirable promotions such as airline and hotel discounts Based on the budget of the respondent, the promotions desired will be different. Planning period If the planning period is long, promotions expected will be different from those when the planning period is short. Mode of booking This is an indication of accessibility of booking portals and also the visibility of brands for travel. Preferred accommodation (hotels, motels, guest houses, etc) Based on the nature of accommodation, the purpose of travel can be derived. Also, this information area could be potentially used in future tie ups within the hospitality industry. Source of information gathering on potential destinations The source of information gathering matters because different destinations, modes of travel are advertised and marketed differently on different media. For example, airlines have more visibility on online media than other media. Past experiences with respect to place, time and duration of travel These affect the future decision making processes for vacations. Decision making person(s) (parents, spouse, children, or anyone else) The nature of the decision is extremely dependent on the decision maker of the family. If the decision maker is a child, his/her choice of destination will be different from the spouse or parents choice. Desired travel destinations The nature of families such as age of members, profession of adults, etc will have an impact on the travel destinations chosen by families. Desirable packages Travel packages are mostly applicable to groups or families as it entails more than one person travelling. Value added services such as airport pick up and drop, visa application aid, etc. This area will help especially when a respondent is deciding between two destinations.

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Timeline
Milestone Secondary Research Internal and External Questionnaire preparation First draft Pilot Testing Questionnaire preparation Final Primary Research: Data collection Data analysis Coding Analysis Tabulation Presentation (Findings and Recommendations) Duration 2 weeks 1 week 1 week 0.5 week 6 weeks 2 weeks

Cost
Head Secondary Research Journal and Periodical Access Pilot Testing Compensation to interviewers Miscellaneous expenses Primary Research: Data Collection Compensation to interviewers Miscellaneous expenses Consultation fees Cost XXXXX XXXX

XXXX

XXXXXX

References
1. .2011. . [ONLINE] Available at: http://www.cmu.edu/architecture/academics/courses/mappingurbanism/Mapping%20 Urbanism%20Files%20for%20Upload/dubai/s09-dubai/Alsooj_MUGraphic2.pdf. [Accessed 20 October 2011]. 2. CIA - The World Factbook. 2011. CIA - The World Factbook. [ONLINE] Available at: https://www.cia.gov/library/publications/the-world-factbook/geos/ae.html. [Accessed 20 October 2011].

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