Unit of competency Outline

Date retreived
23/07/2026 7:49 AM AWST

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Research and analyse tourism data

Research and analyse tourism data

Unit of competency
National Code
SITTPPD503
State Code
WF708
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
18/01/2013
View on TGA
State Implementation and Classification
Approved Date
11/06/2013
Field of Education
080701 - Tourism
Original Release Date
11/06/2013
Nominal Hours
100
Description
This unit describes the performance outcomes, skills and knowledge required to conduct tourism research. It requires the ability to identify research needs, conduct research, interpret the data and apply the results.
Notes
Elements and Performance Criteria
1. Identify research needs.
  • 1.1 Identify research needs based on organisational or situational analysis.
  • 1.2 Develop and define research objectives in consultation with relevant colleagues and authorities.
2. Conduct research.
  • 2.1 Select research and data collection methods according to objectives and available resources.
  • 2.2 Evaluate the need for specialist assistance and obtain as required.
  • 2.3 Identify and use appropriate information sources and technology to assist in the research process.
  • 2.4 Conduct research within agreed timeframes and methodologies.
  • 2.5 Identify and action the need for adjustments to the research process as required.
3. Analyse information.
  • 3.1 Analyse and interpret data for key messages and information, using reliable methods of data analysis.
  • 3.2 Ensure that assumptions and conclusions used in analyses are clear, justified, supported by evidence and consistent with research and organisational objectives.
4. Present and apply research results.
  • 4.1 Present recommendations and issues in an appropriate format, style and structure using suitable organisational technology.
  • 4.2 Use results to inform current activities and future planning.
  • 4.3 Communicate research results to appropriate colleagues and external agencies with recommendations and observations.
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Research objectivesmay relate to:
comparative analysis
competitor activity
customer preferences
distribution networks
hypothesis testing
identification of trends
industry pricing policies
visitation patterns.
Research and data collection methods may include:
desk research
electronic counters
evaluation of secondary data
interviews:
face-to-face
telephone
virtual
focus groups
information from other organisations
observation and listening
online research
questionnaires and surveys.
Information sources may include:
government agency websites and tools
industry associations
regional, state or territory, and federal tourism marketing agencies.
Methods of data analysis may include:
data sampling
feedback on results
peer review
review of previous research
statistical analysis.
The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the ability to:
conduct a tourism research project that shows effective application of:
research and data collection methods
reliable data analysis
research presentation techniques
demonstrate knowledge of research techniques and methodologies and their application to different industry situations.
Context of and specific resources for assessment
Assessment must ensure use of:
current information and communications technology
current tourism industry data and information sources.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
evaluation of a tourism research project conducted by the individual
use of case studies to assess the individual’s ability to apply different research and information gathering methodologies to different tourism industry activities
written or oral questioning to assess knowledge of research methodologies and tourism data sources
review of portfolios of evidence and thirdparty workplace reports of onthejob performance by the individual.
Guidance information for assessment
The assessor should design integrated assessment activities to holistically assess this unit with other units relevant to the industry sector, workplace and job role, for example:
BSBMGT617A Develop and implement a business plan
SITXCCS501 Manage quality customer service
SITXMPR403 Plan and implement sales activities
SITXMPR404 Coordinate marketing activities
SITXMPR502 Develop and implement marketing strategies.
Replaces
State Code National Code Title Type
S6448 SITTPPD002A Research tourism data Unit of competency
Replaced By
State Code National Code Title Type
AWR06 SITTPPD007 Research and analyse tourism data Unit of competency