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Competitive Effectiveness: Hershey Holiday

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

Guides to Tourism Marketing

All print books will be placed on 2 day Reserve at Falvey Memorial Library to ensure access.

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

Check out the Competition

Google "christmas attractions" or "christmas in [any location within the Hershey target market] and use the following travel sites and travel publications to identify holiday travel packages and destinations.  If after you have identiied the competitive destinations and packages, contact me with questions about how to dig deeper.






  Readers' Guide Full Text Mega (EBSCO)
Includes indexing of over 450 periodicals as far back as 1983 and searchable full text of articles from over 250 journals as far back as 1994. Subject coverage includes antiques, arts, business, computers, education, entertainment, film & television, gardening, health & medicine, history, home improvement, literature, news & current events, photography, popular & classical music, politics, popular culture, religion, science, sports & fitness, transportation, travel and much more.

  Philadelphia Inquirer (1981- present)
Contains the complete text of articles covered beginning with 1981. It DOES NOT include advertising, calendar listings, horoscopes, sports statistics, stock tables, weather, weddings, engagements and puzzles.

  Philadelphia Business Journal (American City Business Journals)
Searchable full text access to Philadelphia Business Journal and their Book of Lists with a 10 year archive of content.  With 39 additional cities covered in the Business Journals, this is a great source for intelligence about local business conditions and trends.

Get to Know Your Target Market

Search and browse for datasets on topics ranging from banking to criminal justice to economic indicators to health to labor to natural resources and transportation gleaned from government agencies, private exchanges and international organizations. Statistical Datasets supports customized graphing, mapping and even some common statistical functions.

  SRDS Claritas (Kantar Media) Trial ends 3/4/18
Claritas Segmentation and Market Solutions is a data tool for understanding consumers based on Nielsen analytics. For access to Claritas Segmentation and Market Solutionsfollow these instructions

  MRI University Internet Reporter
MRI University Internet Reporter is a platform for the results of a national consumer survey useful for gaining insights into target markets and their media usage.  Only currently enrolled faculty, students and staff may use this resource for academic research and teaching.  Commercial use of this data is not permitted.  Registration with a Villanova email address is required.  Follow these registration instructions

Plan the Advertising & Promotional Mix/Budget

SRDS Media Solutions Suite of directories for media planners within traditonal channels.

Ad$Summary  Reference work with historical ad spending by brand.

e-Marketer  Database bringing together statistics and reports on digital marketing.

Advertising Red Book Traditional directory of advertising agencies

MRI+ Advertising rates for consumer magazines only.

Get Creative

Check out the commercials for christmas destinations on YouTube to see what's been done

Craft the perfect copy Adweek Copywriting, Gabay' Copywriters Compendium

  Advertising Age Datacenter
News, reports and statistics about the advertising industry. For off campus access follow these instructions.

Make the Connection between Academic Marketing Research & Practice

Journal of Travel Research

Journal of Vacation Marketing

Tourism Management

Annals of Tourism

Browse these journals and search for additional articles on effective marketing campaigns or consumer behavior in  Business Source PremierABI/Inform and TRID or TRB Publications Index (transportation research databases). 

Get Help with your Survey & Focus Group Research

The following resources will help you design an effective consumer survey.  Most of these resources were found by searching the Falvey Memorial Library Catalog for subject terms such as social surveys or focused group interviewing.  These aren't necessarily the best resource they are just a random sample!

Handbook of Online Marketing Research

Handbook for Focus Group Research

Survey Research Methods

How to Conduct Surveys a Step by Step Guide

Focus Groups a Practical Guide for Applied Research

Encyclopedia of Survey Research Methods

Sage Encyclopedia of Qualitative Research Methods

Make an appointment with Linda Hauck to get help with your research project

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

How-to Videos & Guides

SRDS Local Market Audience Analyst

Business Presentations

Citing Business Sources Using APA


Last Modified: 2017-08-31 17:03:56