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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

  1. Identify research needs.
  2. Conduct research.
  3. Analyse information.
  4. Present and apply research results.

Required Skills

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

Evidence Required

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 individuals 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

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

BSBMGTA Develop and implement a business plan

BSBMGT617A Develop and implement a business plan

SITXCCS Manage quality customer service

SITXMPR Plan and implement sales activities

SITXMPR Coordinate marketing activities

SITXMPR Develop and implement marketing strategies

Range Statement

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.