Quantitative Tourism Research

Quantitative tourism research is usually employed to examine and understand tourism-related phenomena (e.g., behavior of tourists, traveler characteristics, destination image assessment and perceptions, decision making and destination selection, demand analysis, performance measures, and general market assessment and segmentation). It does so by collecting numerical and quantifiable primary (e.g., survey or longitudinal) and secondary (e.g., census and government sources, search engines, and organizations, or time-series data from agencies) data and analyzing those with statistical or computational methods and data analytics to describe, explain, and predict the phenomenon in question.

Quantitative research also involves both descriptive and inferential (hypothesis testing) research using different levels of scale (e.g., nominal, ordinal, interval, and ratio) leading to both parametric analysis using interval and ratio data and nonparametric data analysis using nominal ...