SITTPPD007
Research and analyse tourism data


Application

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.

The 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.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.


Elements and Performance Criteria

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify research needs.

1.1.Identify research needs based on organisational or situational analysis.

1.2.Develop and define research objectives in consultation with relevant colleagues and authorities.

2. Conduct research.

2.1.Select research and data collection methods according to objectives and available resources.

2.2.Evaluate the need for specialist assistance and obtain as required.

2.3.Identify and use appropriate information sources and technology to assist in the research process.

2.4.Conduct research within agreed timeframes and methodologies.

2.5.Identify and action the need for adjustments to the research process as required.

3. Analyse information.

3.1.Analyse and interpret data for key messages and information, using reliable methods of data analysis.

3.2.Ensure that assumptions and conclusions used in analyses are clear, justified, supported by evidence and consistent with research and organisational objectives.

4. Present and apply research results.

4.1.Present recommendations and issues in an appropriate format, style and structure using suitable organisational technology.

4.2.Use results to inform current activities and future planning.

4.3.Communicate research results to appropriate colleagues and external agencies with recommendations and observations.

Evidence of Performance

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

identify and plan a tourism research project, based on an organisational or situational analysis that includes at least two of the following research objectives:

comparative analysis

competitor activity

customer preferences

distribution networks

hypothesis testing

identification of trends

industry pricing policies

visitation patterns

conduct above tourism research project, showing effective application of:

research and data collection methods

information from suitable range of sources, including as appropriate:

government agency websites and tools

industry associations

regional, state or territory, and federal tourism marketing agencies

reliable data analysis

research presentation techniques.


Evidence of Knowledge

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

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

product development and innovation

marketing

sales

research techniques and methodologies and their application to different industry situations

ethical research practices related to intellectual property, confidentiality and privacy

research and data collection methods, their features and suitability for different purposes:

desk-based research

electronic counters

evaluation of secondary data

interviews:

face-to-face

telephone

virtual

focus groups

information from other organisations

observation and listening:

questionnaires and surveys

methods of data analysis:

data sampling

feedback on results

peer review

review of previous research

statistical analysis

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.


Assessment Conditions

Skills must be demonstrated in an operational tourism environment. This can be:

an industry workplace

a simulated industry environment set up for the purposes of assessment.

Assessment must ensure access to:

an organisation for which tourism research can be conducted

current information and communications technology

current tourism industry data and information sources.

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors; and:

have worked in industry for at least three years where they have applied the skills and knowledge of this unit of competency.


Foundation Skills

Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement.

SKILLS

DESCRIPTION

Reading skills to:

analyse and interpret complex tourism research documents and statistical data

select, synthesise and evaluate information from primary and secondary sources.

Writing skills to:

organise research findings in a manner that supports the purpose and intended use of information.

Oral communication skills to:

communicate research findings in plain English.

Numeracy skills to:

interpret and apply complex tourism data in order to make recommendations with regard to activities and planning.

Problem-solving skills to:

develop recommendations in response to the analysis of complex information and make observations about its significance.

Planning and organising skills to:

coordinate the practical aspects of the research process.

Technology skills to:

use current research technologies.


Sectors

Tourism


Competency Field

Planning and Product Development