Assessor Resource

Research and analyse tourism data

Assessment tool

Version 1.0
Issue Date: January 2019

This unit applies to all industry sectors, and to individuals who have senior operational or management roles. Research may be primary or secondary and conducted to inform a range of activities and planning processes. It may be required to assist with customer service, planning and product development or sales and marketing.

This unit describes the performance outcomes, skills and knowledge required to conduct tourism research. It requires the ability to identify research needs, conduct research, interpret the data and apply the results.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)


Not applicable.

Employability Skills

This unit contains employability skills.

Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to:

conduct a tourism research project that shows effective application of:

research and data collection methods

reliable data analysis

research presentation techniques

demonstrate knowledge of research techniques and methodologies and their application to different industry situations.

Context of and specific resources for assessment

Assessment must ensure use of:

current information and communications technology

current tourism industry data and information sources.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

evaluation of a tourism research project conducted by the individual

use of case studies to assess the individual’s ability to apply different research and information gathering methodologies to different tourism industry activities

written or oral questioning to assess knowledge of research methodologies and tourism data sources

review of portfolios of evidence and thirdparty workplace reports of onthejob performance by the individual.

Guidance information for assessment

The assessor should design integrated assessment activities to holistically assess this unit with other units relevant to the industry sector, workplace and job role, for example:

BSBMGT617A Develop and implement a business plan

SITXCCS501 Manage quality customer service

SITXMPR403 Plan and implement sales activities

SITXMPR404 Coordinate marketing activities

SITXMPR502 Develop and implement marketing strategies.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

Required skills

critical thinking skills to analyse and interpret complex information and develop recommendations and observations about its significance

literacy skills to:

interpret complex tourism research documents and statistical data

communicate research findings in plain English

numeracy skills to interpret and analyse complex tourism data

planning and organising skills to coordinate the practical aspects of the research process

technology skills to use current research technologies.

Required knowledge

role of research for different purposes in a tourism industry context, including:

product development and innovation



ethical research practices, including those related to intellectual property, confidentiality and privacy

research and information gathering options, their features and suitability for different purposes, including:

desk research


focus groups

observation and listening

online research

questionnaires and surveys

major tourism research bodies, types of research produced by those agencies and its value to different tourism operators

types of technology used in the conduct of research projects.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Research objectivesmay relate to:

comparative analysis

competitor activity

customer preferences

distribution networks

hypothesis testing

identification of trends

industry pricing policies

visitation patterns.

Research and data collection methods may include:

desk research

electronic counters

evaluation of secondary data





focus groups

information from other organisations

observation and listening

online research

questionnaires and surveys.

Information sources may include:

government agency websites and tools

industry associations

regional, state or territory, and federal tourism marketing agencies.

Methods of data analysis may include:

data sampling

feedback on results

peer review

review of previous research

statistical analysis.

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Identify research needs based on organisational or situational analysis. 
Develop and define research objectives in consultation with relevant colleagues and authorities. 
Select research and data collection methods according to objectives and available resources. 
Evaluate the need for specialist assistance and obtain as required. 
Identify and use appropriate information sources and technology to assist in the research process. 
Conduct research within agreed timeframes and methodologies. 
Identify and action the need for adjustments to the research process as required. 
Analyse and interpret data for key messages and information, using reliable methods of data analysis. 
Ensure that assumptions and conclusions used in analyses are clear, justified, supported by evidence and consistent with research and organisational objectives. 
Present recommendations and issues in an appropriate format, style and structure using suitable organisational technology. 
Use results to inform current activities and future planning. 
Communicate research results to appropriate colleagues and external agencies with recommendations and observations. 


Assessment Cover Sheet

SITTPPD503 - Research and analyse tourism data
Assessment task 1: [title]

Student name:

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I declare that the assessment tasks submitted for this unit are my own work.

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Result: Competent Not yet competent

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Assessment Record Sheet

SITTPPD503 - Research and analyse tourism data

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:









Overall assessment result: Competent Not yet competent

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