| Abstract: | Abstract A convention and visitors bureau (CVB) is the primary tourism marketing organization for cities and counties throughout the United States. A step in the process of planning and managing marketing is research: assessing or analyzing marketing and evaluating marketing efforts. The purpose of this study was to describe the priority of the research managed by CVBs by examining the types of research being conducted, the individuals conducting the research, and their research situation at the bureaus. A survey instrument was designed, tested, and implemented with 153 respondents being used in the analysis. It was found that total budgets averaged approximately $10 million with the research budget ranging from $5,000 to $49,000. The research managed by the respondent is primarily conducted by the CVB, but ten percent or less time is spent on research. Research was seen as important and essential to making the CVB more productive, but the bureaus do not seem to be putting time and money into research and not enough is being completed. The implications of these results have ramifications to many constituencies as studies are inconsistent and standardization is nonexistent. There is opportunity for leadership in creating a wide data base, form, and forum for coordination of tourism research. |
