Description
This is the first book to provide the student of tourism, hospitality and events with all that they need to undertake statistical analysis using SPSS for research in their industry. Employing examples directly from the tourism, hospitality and events sector, it provides a comprehensive explanation on how appropriate statistical tools and methods can be identified for this research context and provides a step-by-step demonstration on how to carry out the chosen statistical operations.
Each chapter opens with a sector-specific case study reflecting current research trends and issues from a range of different countries that are affecting the industry today. It is followed by an examination of the SPSS procedures relating to the case study and various solutions are offered. The implementation of clear, step-by-step demonstrations on how to carry out statistical operations using a combination of screenshots, diagrams, and tables aids the reader’s understanding. Chapters close with thorough guidance on how to appropriately write up interpretations of the research in a report. Research implications and recommendations for tourism and hospitality businesses are also provided, to enable them to successfully create and manage research strategies in action.
Adopting an interdisciplinary perspective and written by a range of industry experts from all over the globe, this book will be essential for all students and researchers in the field of tourism, hospitality, and events as well as all those in related fields with an interest in statistical data analysis.
Table of Contents
Chapter 1
Why research in tourism, hospitality, and events?
Rahul Pratap Singh Kaurav, Nimit Chowdhary, Dogan Gursoy
Chapter 2
Why do we need SPSS?
Rahul Pratap Singh Kaurav, Dogan Gursoy, Monika Prakash
Chapter 3
Basic operations with SPSS
a. Overview of SPSS; b. Graphical user interface of SPSS; c. Creating and importing data files; d. Editing and managing data files
Mehmet SARIIŞIK, Osman Çulha
Chapter 4
Understanding data
a. Creating and editing graphs; b. Understanding frequencies and descriptive statistics; c. Understanding data through tables; d. Crosstabulation
Verena Tandrayen-Ragoobur, Sheereen Fauzel,
Chapter 5
Understanding data: Real life applications
a. Creating and editing graphs; b. Understanding frequencies and descriptive statistics; c. Understanding data through tables; d. Crosstabulation
Li-Shiue Gau, Michael Naylor
Chapter 6
Basics of statistics
a. Understanding central tendencies; b. Assumptions of the normality
Chanda Gulati, Prerana Baber
Chapter 7
Comparing means: Parametric tools
a. One sample t-test; b. Independent samples t-test; c. Paired sample t-test; d. Analysis of Variance (ANOVA)
Deepika Upadhyaya
Chapter 8
Comparing means: Non-parametric tools
Rajeev PV, Shyju PJ
Chapter 9
Deciphering relationships
a. Correlations; b. Linear regression; c. Multiple regression
Anil Gupta, Anish Yousaf
Chapter 10
Understanding causality: Mediation and moderation in tourism studies
a. Moderation; b. Mediation
Peter Mkumbo, Patrick Rosopa
Chapter 11
Classic Chi-Square
a. Goodness of fit; b. Test of independence
Princess Ramokolo
Chapter 12
Methods of reliability and validity
Sneha Rajput
Chapter 13
Factor analysis
Yasin Emre OGUZ, Beybala TIMUR, Cihan SECILMIS
Chapter 14
Cluster analysis
Ana Brochado
Chapter 15
Discriminant analysis
Ruturaj Baber, Yogesh Upadhyay
Chapter 16
Conjoint analysis
Marisol Alonso-Vazquez
Chapter 17
Importance-Performance Analysis (APA) of Travel Agency Services for Outbound Tourist in India
Senthil Kumaran Pirmanayagam, Partho Pratim Seal
Chapter 18
Multidimensional Scaling
Zeynep Gedikoglu, Nese Yilmaz, Gyunghoon Kim
Chapter 19
Introduction to Multi Criteria Decision Making Modelling (MCDM)
Yusuf Karakus
