Transcovery Travel And Tourism Customer Survey

Research Objectives

Due to technological advancement and globalization, many industries have had a share of their disappointments due to high level of competition. Many companies within various industries have adopted different ways of remaining in the market including embracement of technology. One of the industries that have been hard hit is the international travel and tour industry (Cooper, 2011). There has been an upsurge in the number of tours and travel companies that have got into the industry (Winkler, 2015). Since the demand remains relatively constant, the prices tend to get low due to the forces of demand and supply. This has forced many tour and travel companies to come up with various measures to ensure that they maintain their profit margins (Mozzarol, 2010). Some of these measures have included lowering of travel ticket prices and giving out incentives.

Transcovery is an international travel and tourism company. It has not also been spared by the turmoil that has engulfed the tour and travel industry. It has been experiencing dwindling revenue due to a reduction in the number of its customers. They have hypothesized that this situation has been occasioned by large number of tour and travel companies in the global market hence the competition (McMahon, 2012). The management of the company feels that they have to have a firm grip of their customer base lest their company go under. It is against this background that the management of Transcovery Company embarked on a survey to collect customer-centric data so as to enable them understand their customer base better. It is anticipated that from the results and findings, the company will be able to position itself in the market well so as to be able to brave the competition (Cooper, 2011). The type of data collected spanned from customers’ income, choice of accommodation and travel company choice. Both qualitative and quantitative variables were involved.

• To establish the frequency of travel of customers per annum.
• To identify potential primary regions of travel for customers.
• To identify potential secondary regions of travel for customers.
• To know approximately how much customers will be willing to spend annually on travel.
• To determine generally the preferred class of accommodation for majority of customers.

Data collection for this survey was collected using structured questionnaire. The questionnaire was deemed appropriate because it was able to reach more people within a wide geographical area. It was also easy to track the questionnaires back since they were sent online.  Questions asked were both qualitative and quantitative.  A likert scale was also used to get the opinion of the customers.

The population of the study was the customers who patronize the tour and travel industry. The sample included 350 participants who were drawn from the population. The sample was selected through simple random sampling. Simple random sampling was appropriate since it ensures cases of biasness are minimized. It also ensures that the population is normally distributed.

The data collected was sorted, organized and analyzed through excel and statistical package for social sciences (SPSS). Statistics such as measures of dispersion and measures of central tendency were calculated. Measures of dispersion include standard deviation, variance and range while measures of central tendency include mean, mode and median. The study also calculated inferential statistics such as t-test. The results were presented in form of tables and graphs for easy interpretation.

Data Collection

Table 1

It can be observed from table 1 and figure 1 above that the 350 participants were equally distributed across the 6 geographical locations. 60 participants came from the 5 regions that is Queensland, Western Australia, South Australia, Tasmania and victoria. 50 participants came from New South Wales.

Table 2

Table 2 and figure 2 are representations of how participants are distributed age wise. 88 people were 30 years or less. 80 of them were between the age of 30 and 40 years. 54 participants were between the age of 40 and 50 years. 46 out of the 350 participants were between the age of 60 and 70 years while 45 were more than 70 years of age.

Table 3

It can be observed that 103 (29.4%) participants preferred Europe as their primary location of travel in the near future. This is followed by Asia Pacific with 90 (25.7%) participants. The region which was least preferred by participants was Middle East (10.6%).

Table 4

It can be observed that 107 (30.6%) participants preferred Asia Pacific as their secondary location of travel in the near future. This is followed by Europe with 76 (21.7%) participants. The region which was least preferred by participants as their secondary place of travel was Middle East (12.9%).

Table 5

From table 5 and figure 5 above, it can be seen that 238 (68%) of the participants were willing to spend between $1000 and $5000 annually for travel. 75 (21.4%) of the participants were willing to spend $1000 or less annually for travel. 37 (10.6%) of the participants were willing to spend $5000 or more annually for travel.

Table 6

It can be observed that 122 (34.9%) of participants prefer comfort type of accommodation. 119 (34%) prefer luxury type of accommodation. 109 (31.1%) prefer basic type of accommodation.

Table 8

The analysis above show that 169 (48.3%) participants travel once per year. 112 (32%) travelled twice per year. 42 (12%) travelled thrice per year. 21 (6%) travelled four times per year. Lastly, 6 (1.7%) travelled four five per year.

Descriptive statistics

Table 9

The table above shows the summary statistics of the extent to which participants are likely to fix travel dates based on discounted offers. The likert scale which ran from 1 to 5 with 1 representing less likely and 5 meaning quite likely. The calculated mean and median are 3.5 and 4 respectively. This shows that generally, that participants are likely to fix travel dates based on discounted offers.

Conclusion

From the analysis and findings it is concluded that people travel equally from different regions of the world. This has been confirmed by the equal distribution of respondents across the six regions. Majority of travellers are 30 years and below while the minority are 60 years and above. It can also be concluded that people prefer Europe as their travel destination while Middle East is the least preferred when it comes to primary preference. On secondary preference, people prefer Asia Pacific and least prefer Middle East. Many of the travellers are able to spend between $1000 and $5000 per year for travel. Lastly, there are no significant differences in preference for accommodation across the three classes. All of them are generally equally liked.

References 

Mazzarol, T, (2010). “Critical Success Factors in the Marketing of an Education Institution – A Comparison of Institutional and Student Perspectives.” Journal of Marketing for Higher Education 10(2): 39-57.

Winkler, D.R. (2015). “Foreign Demand for United States Higher Education: A Study of Developing Countries in the Eastern Hemisphere.” Economic Development and Cultural Change 33(3): 623-644.

McMahon, M. E. (2012). “Higher Education in a World Market: An historical look at the global context of international study.” Higher Education 24(4): 465-482.

Cooper, D.R.  (2011). Business Research Methods (11th). McGraw-Hill Irwin.

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