Quantitative and qualitative methods used for analyzing destination ...

5th International Conference on Applied Statistics, Bucharest, 2010If the external validity is not realized the results can’t be generalized and the researchvalue of low.The next step is selecting the main components from the list of attributes used in thequestioner. The factors signification criteria is 0,45 (Hair et al., 1998) for a sample of150. After the factor analysis, the number of factors to be used forward will bedetermined. Next, the degree of explication of chosen factors in the total variance andthe trust coefficients (Cronbach Alpha) will be verified, with wised values over 0,7.This test sets the validity of the destination image construct.The image destination criteria validity will be tested with the regression analysis(OSL). The result factors will be considered independent variables and overall imagethe dependent variable.Quantitative and qualitative methods in destination image researchGlobally, the researches realized on image destination have used and developeddifferent scales and instruments for measure: in-depth interview, content analysis oftouristic brochures, experts information, focus group and pilot test for scales validityand reliability. Scales internal consistency is verified with the Cronbach α test in themajority of published research.In contrast, in qualitative approaches validity needs to be tested with other methods.For example Lubbe (1998) used intraindividual measures for reliability testing. Theelements that need to be considered in the qualitative research are the factors thatdetermine the instability of answers: respondents’ familiarity with the instrument orits content, fatigue, and/or desire for cognitive consistency is mostly overlooked.Considering that destination image structure is modified depending on theconceptualization, the measurement and the techniques used differ from a researcherto another. As it can be seen in the table1 most studies used the quantitative method,few ones the qualitative method and fewer combined both methods. Majority areusing multivariate and bivariate structure techniques.The usefulness of qualitative method has been recognized in the last years ascompletion required that reveal psychological characteristics and overall impressionsthat can’t not be easy determined with quantitative methods (Dann, 1996; Echtner &Ritchie, 1993; Mackay & Fesenmaier, 2000; Reilly, 1990).Research limits on destination image1. Qualitative studies use in general a small sample because the difficult method ofdata collection (Lubbe,1998)2. Some quantitative research use a small number of samples as well (Baloglu &Brinberg, 1997).4