Master in Tourism Management and Planning

Quantitative Methods in Tourism Research

I. Introduction to
research methods
I. Introduction to survey research methodology

Content

1. Introduction to research methods

1.1 Definition
1.2 Research methods
1.2.1 Qualitative vs. Quantitative
1.2.2 Survey vs. experiment vs. ethnographic

2. Survey methodology
2.1 Definition
2.2 Survey design
1. Introduction to research methods

1.1 Definition of research

'The systematic and objective process of gathering, recording

and analyzing data for aid in making decisions’ (Zikmund,
1991).
1. Introduction to research methods

1.2 Research methods

Two philosophies of research

QUANTITATIVE QUALITATIVE
RESEARCH RESEARCH

Examples:
• Examining the structural relationships of destination image, tourist satisfaction
and destination loyalty: An integrated approach (Chi and Qu, 2008).
• The holiday and work experiences of women with children (Davidson, 1996).

https://www.youtube.com/watch?v=RZcfmA1l6cE
1. Introduction to research methods
1.2 Research methods
Three main research strategies
Survey method
Collection of information in
standardized form from groups of
people.
Typically involves:
• Selection of samples from known
population
• Collection of relatively small
amount of data in standardized
form from each individual
• Use of questionnaires or
structured interviews
QUANTITATIVE
Experimental research
Testing variables under controlled
circumstances to measure the effect
of one variable on another.
Typically involves:
• Selection of representative
sample from known population
• Allocate sample to different
conditions (random in true
experiment, non-random in quasi-
experiment)
• Introduce planned changes (i.e.
intervention) and control over
other variables.
Quasi-experimental: e.g. Student’s
performance in two classes.
Ethnographic method
Researchers observe and/or interact
with a study's participants in their
real-life environment.
Typically involves:
• Selection of a number of related
cases
• Study of participants in their
context
• Collection of information using a
range of data collection techniques
(interview, observation,
documents…)
QUALITATIVE
1. Introduction to research methods

1.2 Research methods

Research questions • Literature review

• Interviews to professionals

Annals of Tourism Research Journal of Sport & Tourism

Current Issues in Tourism Journal of Sustainable Tourism
e-Review of Tourism Research Journal of Travel & Tourism Research
European Journal of Tourism Research Journal of Travel and Tourism Marketing
Event Management Journal of Travel Research
Event Tourism Journal of Vacation Marketing
Information Technology and Tourism Leisure Studies
International Journal of Tourism Policy Tourism Geographies
International Journal of Tourism Research Tourism Management
Journal of Hospitality and Tourism Research Tourism Recreation Research
Journal of Leisure Research Tourism Research Journal
Journal of Policy Research in Tourism, Leisure and World Leisure & Recreation Association Journal
Events
1. Introduction to research methods

1.2 Research methods

Hypothesis testing approach

Main stages Intervening process

Theory
Deduction

Hypothesis
Operationalization

Data collection
Data processing

Data analysis
Data interpretation

Research findings
1. Introduction to research methods

1.2 Research methods

Desired properties

• Reliability: can research findings be repeatable?

• Validity: our instrument is accurately measuring what is supposed to?

– Internal – true?
– External – generalizable?
2. Survey methodology

2.1 Definition

Survey: a systematic method for obtaining information from a sample

(not a census) in order to construct some quantitative descriptors of
attributes of a larger population (Groves et al., 2004).

Examples of surveys:

The UK Tourism Survey UNITED KINGDOM TOURISM SURVEY

www.europeansocialsurvey.org
2. Survey methodology

2.2 Survey design Define Research Objectives

Hypothesis

Choose mode of Choose sampling

data collection frame

Construct and pretest Design and

questionnaire select sample

Recruit and
measure sample

Code and edit data

Make Postsurvey adjustments

Perform Analysis

2. Survey methodology

2.2 Survey design

Which data are to be

collected? What is the survey
about?
Which population is described
by the survey? Who is the
survey about?
2. Survey methodology

2.2 Survey design

Which data are to be collected? What is the survey about?

• Construct: concepts of interest defined by the researcher. E.g.: consumer loyalty, satisfaction,
purchase intention, perceived quality, life style, preferences…. Abstract ones (e.g. attitudes) are
more difficult to define.

• Measurement: ways to gather information about constructs. Survey measurements are the
questions posed to a respondent. The critical task for measurement is to design questions
that produce answers reflecting the constructs we are trying to measure.

• Response: Respondents can use a variety of means to remember information or make

judgements to produce a response to a question.

• Edited response: editing may examine the full distribution of answers and look for atypical
patterns of responses (outliers), and may group similar responses together.
2. Survey methodology

2.2 Survey design

Which population is described by the survey? Who is the survey about?

• Target population: whole set of people of finite size of interest to the study.

• Sampling frame: set of target population members that has a chance to be selected into the survey
sample, that is, the best available list of (hopefully) all units in the target population.

• Sample: a sample is randomly selected from a sampling frame. The sample is the group from which
measurements will be sought. It will be only a very small fraction of the sampling frame.

• Respondents: those actually answering.

• Postsurvey adjustments: final step taken to improve the quality of the estimates made from the
survey. Because of nonresponse and because of frame coverage problems, statistics based on the
respondents may depart from those of the full population we are attempting to estimate. Weighting is a
typical postsurvey adjustment.
2. Survey methodology

2.2 Survey design

Important decisions to make

• What is the target population (whom is it studying)?

• How will the potential sample members be identified (sampling frame)?
• How will they be selected?
• What approach will be taken to contact those sampled, and how much effort will be devoted
to trying to collect data from those who are hard to reach or reluctant to respond?
• How much effort will be devoted to evaluating and testing questions that are asked?
• What mode will be used to pose questions and collect answers from respondents?
• If interviewers are involved, how much effort will be devoted to training and supervising
them?
• How much effort will be devoted to checking the data files for accuracy and internal
consistency?
• What approaches will be used to adjust the survey estimates to correct for errors that can
be identified?

(!) These decisions have the potential to affect the quality of estimates that emerge
from a survey, and there are cost implications.