Answer 1
Destination success rests on the need to continually collect a considerable amount of data. Smaller places do not have research budgets to accomplish a lot of this but they must monitor changes to the best of their ability. Ideally, tracking tourist behavior should include the number of monthly arrivals to provide year-over-year comparisons, origins of these tourists (states and cities), average length of stay, per diem spending on hotels/meals/purchases, average room rates of hotels, occupancy rates of hotels, and levels of satisfaction with the destination experience. On the marketing side of the coin, data is needed on the reason for choice of the destination, what influenced choice (recommendations by friends or relatives, advertising and promotion), and which media influenced choice (specific magazines, direct mail, TV, etc.). Related to this, return on investment for advertising dollars spent is critical, i.e., determining which magazines, TV shows, or direct mailers influenced choice to arrive at the cost of various media in attracting visitors.
Answer 2
In the cruise line industry, the occupancy rate can surpass 100 because the number of berths (rooms) assumes that each cabin has only two beds when in fact, many berths can accommodate more than two people.
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