Market research involves qualitative methods like in-depth interviews and observation to understand customer attitudes beyond just numbers.

Travel and tourism organizations use market research to:

• Discover what attracts customers.

• Gauge their market position (e.g., if they are a market leader, selling more than competitors, or if competitors are gaining).

• Identify customer and potential customer needs and wants.

• Analyze competitors.

• Inform the creation of marketing plans.

A key component of business tourism is MICE (Meetings, Incentives, Conferences, and Exhibitions), involving specialized venues and services from hotels and conference centers.