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Competitive Effectiveness:Hershey Entertainment & Resorts


Get to Know the Hospitality/Travel Industry

Mintel Oxygen Browse the market research reports in the Lifestyles and Travel catagories.

Themed Entertainment Association  Find attendance statistics for theme and water parks as well as operational guidelines

U.S. Travel Association Industry advocacy association providing data, forecasts and survey results

Association of Travel Marketing Executives  Professional association offering forum for idea generation and exchange among marketing professionals in the travel and tourism industries.

International Encyclopedia of Hospitality Management

IBISWorld Search for an industry report on amusement parks

Guides to Tourism Marketing

Marketing for Hospitality & Tourism/ Kotler

Heads in Beds:  Hospitality & Tourism Marketing/ Raza

Handbook of Marketing Research Methodologies for Hospitality & Tourism

Marketing for Travel & Tourism/Middleton ebook

Customer Analysis

Once you have defined your target market the following tools may be used to gather demographic, geographic and behavioral information about it.

Social research organizations (for example PewResearch.com) and other marketers often publish facts and observations about target markets.  Before you use these sources, check out their reputation, quality and credibility.  For help with this task or suggestions on reliable sources contact linda.hauck@villanova.edu

Market research reports usually discuss the target demographic and often have reports on marketing to particular demographics or lifestyle groups.

  MRI+ University Internet Reporter
Search the Internet Reporter for consumer survey results
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  ESRI Business Analyst Online
Business, consumer and marketplace geographic analysis tool.  .Access courtesy of the Department of Geography & the Environment. For access create a public account, using your Villanova email account and email linda.hauck@villanova.edu to request Business Analyst Online group access.  Look for an email from ArcGIS Notification to confirm the invitation (check your junk folder as it may land there).   Account administration may take up to 3 days.
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  Data-Planet
Browse the EASI Market Planner folder for demographic, target market and lifestyle data.
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  Social Explorer
Easy interface for accessing Census data.
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  MarketResearch
Provides marketing reports for many demographic groups.
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  e-Marketer
Find reports, interviews and data on hispanics and internet use, mobile, social media and ecommerce
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  WARC
Find cases and studies on advertising campaigns targeted to Latinos.
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Competitor Analysis

The first step in the competitor analysis is to choose relevant competitors.  The industry reports and news you've accessed in the catagory analysis should provide insight into firms competing in your defined market.  You can also use company screeners but they tend to focus only on publically traded companies and may not offer the granularity you need about products and services as they typically focus on financial firm attributes.

Once you have identified potential competitors reading company profiles and reports will be helpful.  Don't neglect looking over 10K's or annual reports for public companies. 

Just as you updated industry reports with news, do so for the competitor analysis.

  MarketLine Company Profiles

  ReferenceUSA

lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Room 222
610-519-8744


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Last Modified: Thursday, January 16th, 2014