Chapter 31: Combining qualitative and quantitative research: semiotics, structuralism, and content analysis
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This chapter examines how semiotics, structuralism and content analysis – key qualitative and quantitative research methodologies – can be applied to research in the discipline areas of tourism and hospitality. The strengths and weaknesses of these three approaches are examined in this chapter, along with a discussion about how the methodologies can be incorporated into tourism research.

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