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基本説明
Skills such questionnaire design, sample selection, and interviewing are covered, as well as analytical tools such as the development of scales and indices.
Full Description
Training in research methods is increasingly important for students of tourism, and this broad, accessible textbook outlines the concepts and tools essential to understand, manage, and conduct research. The book also provides practical advice on tasks from planning to reporting the results of a research project. Skills such as questionnaire design, sample selection, and interviewing are covered, as well as analytical tools such as the development of scales and indices, assessment of advertising performance, benchmarking, market segmentation, case studies, and content and visual analysis. Drawing on the author's extensive experience in tourism research, this practical text is an essential resource for students of tourism research as well as tourism consultants and managers. It is suitable for tourism students and researchers.
Contents
1. The nature of tourism research; 2. How to plan a research project; 3. How to design a questionnaire; 4. How to select a sample; 5. How to conduct personal interviews and focus groups; 6. How to construct and use scales and indices; 7. How to develop metrics for decision-making; 8. How to do case studies; 9. How to do content analysis; 10. How to prepare a research report or presentation.
