Travel Research
The Travel Research program area provides and analyzes information about domestic and international travel behavior and trends which directs and drives the programs and services provided by Texas Tourism.
Program service areas of this department include:
- Utilizing focus groups to evaluate advertising before, during, and after advertising campaigns. Studies are conducted to determine the effectiveness of travel literature, the influence of Texas advertising, and consumers' images of Texas.
- Providing statistics on important tourism indicators like travel volume and behavior, hotels, and economic impact to monitor the health of the Texas travel industry and to identify trends that will impact Texas Tourism programs and services.
- Offering a comprehensive tourism development outreach effort that provides training, assistance, and technical expertise through regional workshops in conjunction with the Texas Department of Agriculture, assessments, and presentations to help communities, businesses, and organizations recognize, develop, package, and market their tourism destination products.