For destination managers and planners seeking to use tourism as a mechanism for economic development, specialized forms of tourism offer significant benefits and a tourism that is more sustainable, less damaging, and more capable of delivering high-spending tourists. However, specialized tourism products require a more sophisticated set of practices to deliver, and as well imply tourists differentiated by a set of discerning attitudes that often require focused research to attract and serve.

Developing sustainable tourism products and marketing them to specific travelers requires solid research, kept current through regular trends analysis and grounded in academic rigor and objectivity. For every client, research in the beginning of the project saves time and money throughout the project. Xola's research team is strengthened by a network of consultants and industry partners who support client projects.

Our team has found that the simple, superficial tourism studies of the past have given way to the requirement for much more penetrative analysis into what often seem like simple questions. Although the specific research agenda may different for each destination management organization, tourism board or individual operator that Xola works with, common requirements are:

Overall trends analysis

Tracking major industry trends is extremely useful in the beginning of a project and guides the research of more targeted questions. For example, what kinds of activities are currently preferred, what destinations are 'hot' this season, what are families looking for versus single travelers?

Traveler profiling

Understanding your best customers, what motivates them to travel and what they perceive to be the greatest obstacles in experiencing new destinations.

Market segmentation

A solid understanding of customer preferences and habits helps determine a destination's market segments. This becomes critical in the overall strategic planning process as well in the development of products that directly address the needs and interests of travelers.

Competition analysis

Understanding how competing destinations and tour operators are positioning their products and approaching the marketplace is crucial to developing a successful product and marketing plan.