Primary data collection

Primary data were the second form of data collected in this investigation. Primary data were pivotal in meeting the two research aims, outlined in Chapter 2, and fundamental in testing both the conceptual framework and the hypotheses underpinning the study. Particular consideration was paid to primary methods, where it was necessary to recognise the aforementioned difficulties in measuring image. As methods were selected following a pragmatic approach, techniques most appropriate to the investigation were employed.

Consequently, a mixed methods approach was adopted, combining the use of a face-to-face questionnaire and semi structured interviews. Table 4.11 identifies the primary methods employed within this investigation, mapping them against the objectives, hypotheses and methods of analysis.

Objective Hypotheses Method employed Analysis method

Objective 3: Identify the range of destination images held by visitors to the Isles of Scilly to develop an

Table 4.11 Primary methods mapped against objectives, hypotheses and methods

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This section discusses the use of mixed methods research focusing particularly on the advantages and disadvantages of combining qualitative and quantitative methods (Section 4.3.1). The suitability of mixed methods research in comparison to a purely qualitative or quantitative methodology is also considered. Details of quantitative (Section 4.3.2) and qualitative methods (Section 4.3.3) including development of the survey instrument, the sample, distribution and pilot studies are provided.

4.3.1 Mixed methods research

Mixed methods research has developed rapidly, in recent years, emerging as an alternative research methodology (Johnson and Onwuegbuzie, 2004; Molina-Azorín and Font, 2016) that is capable of bridging the gap between quantitative and qualitative research (Onwuegbuzie and Leech, 2005). Mixed methods research has been defined by Onwuegbuzie and Leech (2005, p. 17) as “the class of research where the researcher mixes or combines quantitative and qualitative research techniques, methods, approaches, concepts or language into a single study”. Although there are many definitions of mixed methods, and several approaches that can be taken in terms of research design, mixed methods research involves the combination of at least one quantitative and one qualitative method (Tashakkori and Teddlie, 1998; Greene, 2007; Molina-Azorín and Font, 2016).

It has been suggested that “mixed methods research can incorporate the strengths of both methodologies” (Onwuegbuzie and Leech, 2005, p. 23), and Johnson and Turner (2003) argue that collecting multiple data through multiple methods can result in complementary strengths and non-corresponding weaknesses. This is particularly necessary in image research, where both functional and intangible elements need to be considered. Used together, qualitative and quantitative research have the ability to produce a more complete knowledge, able to

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inform theory and practice (Johnson and Onwuegbuzie, 2004). Furthermore, it has been argued that, the combination of qualitative and quantitative methods has the ability to derive logical and practical conclusions from tourism research (Davies, 2003). Thus, it can be inferred that mixed methods are complementary to research which adopts a pragmatic stance, again suggesting its suitability for this study.

Despite the suitability of mixed methods in some instances, the need for such an approach can be questioned. It has been suggested that, due to the time implications and the diverse skill set required in mixing methods (Johnson and Onwuegbuzie, 2004), consideration should be given to the suitability of a mono-method design as a mixed methods approach is not

necessarily superior (Molina-Azorín and Font, 2016). Due to the complex nature of image and the requirement to measure both the functional characteristics and holistic attributes (Echtner and Ritchie, 1991; Echtner and Ritchie, 1993; Jenkins, 1999) a mixed methods approach was considered essential for this research. While a structured quantitative approach was required in order to develop a typology created around the functional characteristics of image depth of understanding as to the holistic nature of image and most notably the relationship between memory, nostalgia and place image. It has been suggested that the added value of combining methods can justify a mixed methods approach (Molina-Azorín and Font, 2016) as mixed methods research can provide a greater understanding of phenomena (Creswell and Clark, 2007).

It is important to note that the flexibility of mixed methods research stems from the range of approaches that can be adopted (Tashakkori and Teddlie, 1998; Teddlie and Tashakkori, 2009;

Tashakkori and Teddlie, 2010; Creswell and Plano Clark, 2011; Creswell, 2014). Mixed method research supports a range of approaches, where research can be designed to take place concurrently or sequentially, using a triangulation, nested or transformative strategy (Creswell, 2003). Researchers may also choose to prioritise either the quantitative, or qualitative

element, or give each approach equal priority (Masadeh, 2012). The point at which the two

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data sets are integrated is also determined by the research design, this can be either during the analysis or interpretation phases (Creswell et al., 2003). Within this thesis a concurrent triangulation approach is adopted, as illustrated in Figure 4.2. This approach sees both the quantitative and qualitative data collected, and analysed independently, during the same stage of the research; the two methods are then bought together during the interpretation phase (Creswell, 2003).

Figure 4.2 Concurrent triangulation design

In this thesis a concurrent strategy was employed, whereby both the quantitative and qualitative data were collected simultaneously, rather than one set of data informing the collection of the next. A concurrent approach has been employed previously, in image (Bregoli, 2013) and tourism (Puhakka, Cottrell and Siikamäki, 2014) studies, as it allows the researcher to drawn on the understanding gained from both forms of research during the interpretation phase. A triangulated design was also employed. Johnson and Onwuegbuzie (2004) suggest that the strengths of a mixed method approach lie in the ability of words to add meaning to numbers, while numbers can add precision to words. Consequently, when

triangulating data, it is possible to use the quantitative data to validate the qualitative data, and the qualitative data to validate the quantitative data. Often in triangulation the priority of the data is equal (Creswell, 2003), in this instance, however, priority was given to the

quantitative data. A quantitative dominant approach, symbolised as QUAN+ qual research (Johnson, Onwuegbuzie and Turner, 2007), employs quantitative methods for a larger proportion of all research carried out. A quantitative priority approach was most suitable for this research as, to fulfil the research aims, an image based typology was to be developed

Design Type:

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which required the rating of image attributes using a structured and quantifiable approach.

The two data sets were drawn together during the interpretation phase, used to validate, support, extend and add depth to research findings.

It has been recognised that mixed methods offer social science researchers a deeper understanding of the phenomena being investigated (Heimtun, 2012) as such, adopting a mixed method approach brings a number of benefits to this research. The key strengths of mixed methods research, harnessed in this study, are complementarity and expansion (Greene, 2007). Complementarity refers to the elaboration, illustration, enhancement and clarification of results from one method with the findings of another (Molina-Azorín and Font, 2016). Thus, it is particularly relevant where a triangulated research design is employed as one method is able to clarify the findings of the other. Expansion, on the other hand, refers to the ability to extend the breadth, scope and range of the investigation through the use of different methods for different research questions within a study (Greene, 2007). In an investigation of mixed methods in tourism research Molina-Azorín and Font (2016) identifies that the most common reason for using mixed methods was expansion. This is particularly applicable in this research, where the inclusion of qualitative methods has enabled the intangible relationships between experience, memory and nostalgia, to be better understood in relation to destination image and the final two hypotheses to be tested.

Having explored the advantages, limitations, uses and strategies of mixed method research it is clear that a multimethod approach is vital in conducting research pertaining to image. In employing a concurrent triangulation research design this study was able to utilise the strengths of both quantitative and qualitative research methods, in order to capture both the functional and holistic aspects of destination image.

142 4.3.2 Quantitative research

The use of quantitative methods has long been popular within tourism research, as recognised by a number of commentators (Dann et al., 1988; Walle, 1997; Tashakkori and Teddlie, 2010;

Masadeh, 2012; Azzopardi and Nash, 2014). Walle (1997) suggests that tourism scholarship tends to favour quantitative and scientific methods, due to the rigour of these approaches. The perceived rigour of quantitative approaches lies first in their ability to reach a large number of respondents and second in their capacity to facilitate statistical analysis (O'Leary, 2004).

Quantitative methods are employed, in this study, in order to facilitate the development of an image based typology using factor analysis in combination with cluster analysis. For this to be achieved a significant volume of structured data was required, supporting the use of a quantitative survey instrument in this study. Quantitative methods are popular among image researchers due to their ability to collect structured information (Baloglu and Mangaloglu, 2001; Bigné et al., 2001; Leisen, 2001; Bigné et al., 2009; King et al., 2015). In such studies, image attributes are rated through the use of semantic scales which facilitate data coding and subsequent analysis. There are, however, a number of limitations in the use of quantitative methods where, to be statistically significant, representative and generalizable high numbers of responses are desired (O'Leary, 2004). Another criticism of quantitative methods,

particularly in image studies are the limitations placed on the richness and depth in the data collected by the constraints of the survey instrument (Echtner and Ritchie, 1993; Echtner and Ritchie, 2003). Consequently, this research employs a face-to-face questionnaire which combines open and closed questions in order to gather structured and unstructured data.

143 Survey instrument

A face-to-face questionnaire was deemed the most suitable method for this particular research and was used to gather data from visitors, to the Isles of Scilly, during the 2014 tourist season. The questionnaire enabled Hypotheses 1-4, outlined in Chapter 2, to be tested and also provided an effective way to collect the volume and type of data required to achieve Objective 4. Although more time intensive, a face-to-face approach offers a number of benefits to the interviewer including the ability to “establish a rapport, build trust, motivate

respondents, clarify questions, read non-verbal cues and probe appropriately” (O'Leary, 2004, p. 154). As such, questioning respondents face-to-face allowed greater flexibility in the use of un-structured questions where the interviewer was able to clarify any misunderstanding or ask for more information if necessary. Due to the distribution of these questionnaires a greater number of unstructured and open questions were used as this allowed the eventual categories to come from the respondents, rather than being pre-defined by the researcher.

The questions and variables, included in the questionnaire, resulted from destination image literature, pre-pilot and pilot studies (Appendix A and B). As the questionnaire was completed face-to-face, particular consideration was given to the time required to complete the

questionnaire, as such the initial survey instrument was reduced. The final version of the survey instrument (Appendix C), comprising of 26 questions took between five to ten minutes to complete. The questionnaire was divided into four sections which identified the

respondents travel behaviour and motivations, destination image, evaluation and demographic characteristics.

The first section (Questions 1-11) identified the respondents travel behaviour and motivations utilising both structured and unstructured questions. A number of questions in this section aimed to identify the respondents travel history, where they were asked to identify how they first heard about the islands as a destination (Q1), whether they had previously visited (Q5), the number of times they had visited and the year of their first trip (Q6). Questions relating to

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travel behaviours such as length of stay (Q2), choice of accommodation (Q3), and transport (Q4), who they were travelling with (Q7), the size of their group (Q8) and the activities that they had planned during their trip (Q11). Three point semantic scales were used in order to rate the importance of a range of factors in motivating the respondents visit to the Isles of Scilly (Q9). Motivational push factors included the desire to rest and relax, to get away from home, to spend time together or as a family, while motivational pull factors included the scenery and landscape, wildlife and nature and the quality of sea and beaches available at the destination. A free elicitation question was used to identify any other factors that had

motivated the respondents trip (Q10). Ascertaining travel behaviour and motivation was important in testing the hypotheses, upon which the conceptual framework is built. Awareness of such attributes was also necessary to characterise the image groups derived from cluster analysis.

Section two ascertained the respondent’s destination image (Questions 12-18). Question 12 provided the statistical base for the factor analysis where by 15 functional and intangible characteristics of the Isles of Scilly were ranked by respondents. While Likert-scales allowed respondents to rank image attributes (Q12), open questions asked respondent whether they though the Isles of Scilly were a fashionable destination (Q13), to identify the images that came to mind when they thought of the Isles of Scilly (Q14), to describe a typical day (Q15) and identify the attributes that they felt differentiated the destination from other places they had visited (Q16). First time visitors were asked to identify whether the islands were as expected (Q17) and repeat visitors were asked whether their perceptions had changed (Q18).

As the value of attribute scales is still well recognised, despite the introduction of alternative methods to measure image (Govers et al., 2007b), scale measures were utilised to make up the structured portion of the survey that would be used for factor analysis. Existing image studies were reviewed in order to identify crucial variables in the measurement of destination image (Baloglu and McCleary, 1999; O’Leary and Deegan, 2003; Beerli and Martίn, 2004; O’Leary and

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Deegan, 2005; Chen and Tsai, 2007). The variables frequently used to ascertain destination image within existing academic literature are documented in Table 4.12. Understanding, gained through secondary data analysis, was used in order to identify the variables most appropriate for the Isles of Scilly. The variables identified in Table 4.12 were rated as relevant or irrelevant for this study, based upon the islands tourism product. Justification as to why the variables were not relevant in this study is also provided.

Variables

Baloglu and McCleary (1999) Mediterranean Beerli and Martίn (2004) Lanzarote Chen and Tsai (2007) Taiwan O’Leary and Deegan (2003; 2005) Ireland

Relevance to the Isles of Scilly Environment

Unpolluted and unspoilt environment

X X Secondary data collection identified that

all of the variables, relating to

environment, commonly used in image studies, were relevant to the Isles of Scilly. In the final questionnaire image attributes were condensed into four variables which assessed: beautiful scenery and landscape, quality of beaches and seawater, unspoiled and unpolluted environment. Favourable climate also appeared under this theme.

Cleanliness/ litter free X X X X

Cleanliness of beaches X

Great beaches X X X

Shopping facilities X X Travel blogs identified that the Isles of Scilly was not a destination for shopping, thus this variable was not included Services

(restaurants/shops)

X With regard to services, quality of food and drink and accommodation was included in the questionnaire.

Infrastructure X X X Analysis of the DMO website identified

that built infrastructure is not considered to be part of the islands product base, as such these attributes were not rated.

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Accessibility X X Travel blog analysis evidenced the

prevalence of travel themes, thus accessibility of the islands, including transport, was rated by respondents.

Internal transport X

Travel information X

Parking facilities X No cars can be taken to the Isles of Scilly, thus this attribute was irrelevant.

Signs and indicators X Signage is minimal in the Isles of Scilly;

thus this attribute was not included

Variables

Baloglu and McCleary (1999) Mediterranean Beerli and Martίn (2004) Lanzarote Chen and Tsai (2007) Taiwan O’Leary and Deegan (2003; 2005) Ireland

Relevance to the Isles of Scilly Accommodation

Suitable

accommodations

X Accommodation was a topic frequently

discussed in the travel blogs and was considered to be an important attribute of the destination product to visitors. As such respondents were asked to rank the quality of accommodation. originally included on the pilot questionnaire however the majority of respondents identified that there isn’t any nightlife, thus it was removed.

Water sports X The DMO website material in particular

highlighted the availability of activities on the islands. From this analysis it was also clear that trips and excursions were offered. The pilot study assessed these variables separately, but they were eventually merged into one: Excursions, trips and outdoor activities.

X This variable was included on the pilot questionnaire as analysis of travel blogs had identified the uniqueness of the Isles of Scilly as a destination. During the pilot survey this question had to be explained repeatedly so was eventually removed.

Gastronomy

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Appealing local food X Food and drink was considered

important in the analysis of travel blogs, in the pilot respondents were asked to rate price and quality of food and drink, this was reduced into one variable, rating the quality of food and drink.

Varied gastronomy X X particularly prevalent in the secondary analysis phase and the friendliness of the local community was also noted. As such the friendliness of local people, the atmosphere of the islands and the ability of the destination to offer peace and relaxation were included as variables.

Hospitable/friendly people

X X X X

Relaxed pace X

Variables

Baloglu and McCleary (1999) Mediterranean Beerli and Martίn (2004) Lanzarote Chen and Tsai (2007) Taiwan O’Leary and Deegan (2003; 2005) Ireland

Relevance to the Isles of Scilly Culture

Places of historical and cultural interest

X X The DMO website frequently referred to

the Islands history.as such the availability of places of cultural or historic interest were assessed by respondents.

Unusual way of life and customs

X X

Culture and history X

Climate

Good climate X X Climate was condensed into one

variable: favourable climate.

Good weather X X

Characteristics

Fashionable X Whether or not the destination was

fashionable was eventually included as an unstructured question.

Luxury X The destination was neither promoted

nor perceived as a luxury destination or exotic within the travel blogs and DMO material, as such these variables were excluded. The reputation of the destination was also not assessed.

Exotic X X

Good name and reputation

X X

Personal safety X X X Respondents were given the opportunity

to rate destination attributes including safety, atmosphere and peace relaxation and tranquillity.

Calm/tranquillity X

Family X The suitably of the destination for

families was originally included on the pilot questionnaire, but was removed as a number of respondents were not traveling with family and struggled to

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rate this variable.

Price

Price/quality ratio X The pilot study asked respondents to

rate the price of a number of destination attributes, including food and drink, accommodation and transport. Due to time constraints in administering the questionnaire this was eventually reduced to one variable, rating the destination in terms of value for money.

Good Value for money X Price of

accommodation

X

Prices of activities X

Table 4.12 Variables utilised in the measurement of destination image

The third section of the questionnaire sought to identify respondent evaluations of the destination using three closed, and one open question (Questions 19-22). Respondents were asked if they would recommend the Isles of Scilly (Q19), to rate their return intention (Q20), to identify anything they would do differently if they were to revisit (Q21) and finally to identify if they were satisfied with their visit (Q22). Obtaining evaluations was necessary to testing the conceptual framework and determining whether destination image influences levels of satisfaction.

The final section, section four, collected demographic information about the respondent (Questions 23-26). Respondents were asked to identify their gender (Q23), age (Q24), occupation (Q25), and postcode (Q26). Collecting demographic information was necessary in identifying whether demographics had any influence on destination image. Demographic data was also used to explore the any demographic traits among the image groups.

As the survey instrument used a combination of open and closed questions, more data was obtained from the respondent. Rather than selecting pre-determined categories, the respondent was able to use their own language to detail their travel behaviour, motivations,

As the survey instrument used a combination of open and closed questions, more data was obtained from the respondent. Rather than selecting pre-determined categories, the respondent was able to use their own language to detail their travel behaviour, motivations,

In document The Island Image: A Means of Segmentation (Page 157-180)