Whether it’s a tourism diversification study, an economic impact analysis, or a feasibility evaluation for a specific tourism project, all tourism studies require some level of primary research.
But what exactly is primary research? It involves gathering original data directly from the source, rather than relying on pre-existing information. This could include interviews, surveys, observations, and more.
In tourism studies, engaging with clients, stakeholders, community members, and visitors is essential. At Capacity, we believe that “boots on the ground” is the most effective approach to conducting primary research. We prioritize face-to-face interactions, experiencing the environment firsthand, and immersing ourselves in the perspective of a tourist.
Why is primary research or direct input effective in planning a tourism strategy? Here are six reasons why:
1. Diverse Perceptions of Tourism
Everyone has their own idea of what tourism means. A client may focus on the economic benefits, while others might view it as an opportunity for new activities or experiences. Some might expect it to be seasonal, while others may hope for year-round impact. For locals, tourism could either represent a small expansion of an existing hobby or a major influx of outsiders.
Understanding these varying perspectives is crucial, as tourism can be a deeply personal topic for many people. Effective feasibility studies capture these differing views to ensure the project resonates with all parties involved.
2. Local Input Generate Unique Ideas
Community members often offer unexpected insights that can enrich a project. While a suggestion like building a 15-lane bowling alley in a small town of 15,000 might seem impossible, these conversations are where fresh ideas emerge. Local residents—whether it’s the bartender who grew up in town or the parent looking for family-friendly activities—are often eager to share their thoughts.
This type of engagement helps identify what the community truly needs and what could succeed, offering ideas that may not surface in traditional research.
3. Different Groups Have Different Agendas
Just as people have varying interpretations of tourism, local groups often have distinct agendas. The local economic development organization may focus on job creation, while the American Indian Tribe may prioritize cultural preservation. Homeowners may wish to prevent new development altogether, and local politicians might be more concerned with visibility or legacy.
It’s important to gather this information firsthand to understand how to weigh and balance these differing interests. The best way to capture these agendas is through direct engagement with those involved.
4. Geographic and Environmental Realities Must Be Experienced
Though maps, videos, and articles provide useful background information, nothing beats a site visit to truly understand the area’s geographic and environmental challenges. For instance, in one community located near a large lake, wind patterns and shoreline composition played a significant role in shaping development opportunities.
Small details—like the clarity of signage from a passing car—can only be observed in person. These elements are vital to a tourism project’s success and are often overlooked without firsthand experience.
5. Community Culture Must Be Respected and Understood
Especially in smaller or close-knit communities, understanding local culture is critical. A seemingly minor cultural trait—such as a community’s laid-back nature—could have a major impact on the suitability of certain tourism attractions. A misalignment between the community’s values and the project’s offerings can lead to friction or failure.
In American Indian communities, where cultural values are deeply rooted, these nuances are even more pronounced. Immersing oneself in the community and engaging directly with its members is essential to ensuring the project aligns with local cultural expectations.
6. Local History Holds Key Insights
Some aspects of a community’s history may not be readily available through traditional research channels. Only by visiting the area and speaking with community members, local historians, and longtime residents can these lesser-known stories come to light.
For example, an area may be considered haunted, a nearby family may have a history of opposing development, or there could be environmental concerns not documented in official reports. While some of these factors may not impact every project, knowing about them helps ensure a comprehensive assessment.
Conclusion
While remote research provides valuable foundational information, there is no substitute for engaging with the community and visiting the project site. These interactions help uncover the unique perspectives, agendas, and cultural considerations that can make or break a tourism development project. A thorough feasibility study incorporates both off-site research and on-the-ground input to guide successful tourism strategies.