Title: Examine the role of market analysis in the travel and tourism industry.
Course: Travel, Tourism, and Destination Marketing (16152) > Section: Conducting Market Research to Identify Opportunities in the Travel, Tourism, and Destination Marketing Industry

Examination should include the definition of market analysis and the following key components:

- Demand and supply dynamics
- Customer segmentation and purchasing patterns
- Competitive landscape
- External factors (pest analysis framework)

Teacher Resource:

How to Conduct a Market Analysis: A Complete Guide for Businesses and Marketers, American Marketing Association

Process/Skill Questions:

- What are the steps in the market analysis process?
- What types of tools are commonly used in marketing analysis situations? Why is each important?
- How can a market analysis identify potential customers, and what they really want?
- Why is it important to identify competitors’ strategies?
- What is a SWOT analysis?
- How does research help in developing a SWOT analysis?