Why is consumer research in tourism difficult?
◦ Only private entities are entrusted with making informed decisions about spending tax monies.
◦ Service relationships are often long-term and hometown-based, which make the breadth of issues mind-boggling.
◦ Information collected is often inaccurate because research takes place before tourists visit an area.
◦ Consumers experience a set of services away from their homes, and frequently on a short-term basis.