Newstrack

Market research to gain ground in hospitality

Sanjeev Bhar - New Delhi

Accurate and in-depth research for a sound market strategy is a must for every company, but equally important is the application of right methodology for gathering the required data. Addressing this issue is the New Zealand-based University of Waikato Management School and its Department of Tourism and Hospitality Management is keen on offering professional assistance to the hospitality sector in this area.

Speaking to Express Hospitality Dr Asad Mohsin, the school's Qualifications Convenor reveals, "There is a need to establish the right methodology of conducting research in the hospitality and travel sectors, especially since India is growing in every sphere. Professional outfits - whether institutes, travel or hotel companies - should know the right methodology." Faculty from the Waikato Management School was invited by Chandiwala Institute of Hotel Management & Catering Technology to present documents and train the institute's faculty for a week this year. B N Mohanty, principal of the Chandiwala Institute says, "Quality educational institutes the world over emphasise on research project writing for conferences and journals. But tourism and hotel management institutes in India have done little in this field."

Dr Tim Lockyer from the school said that it is vital that hotel management and travel institutes along with professionals in the field understand the importance of research. He adds, "If we get any interesting offers from travel or hotel companies, we will be happy to share our knowledge and help them tide against any possible challenges."