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Planning Research in Hospitality and Tourism provides an
accessible, concise and practical guide to planning, conducting and
analysing research in tourism and hospitality. The authors
skilfully introduce the basic principles and techniques of research
in the international hospitality and tourism sectors, and provide
detailed guidance on both quantitative and qualitative methods of
research. It includes a variety of features throughout to aid
students' understanding and offers practical tips to help students
overcome any potential research issues. Building on the success of
the first edition, the volume has been fully revised and updated,
and contains new chapters on mixed methods and how to make best use
of recent technology in research practices. The second edition also
benefits from: * increased coverage of research design strategies
including sampling, ethnography and experimental design * inclusion
of computer-mediated data collection techniques, such as online
interviews, online focus groups and online observation
(netnographic research) * new and updated international case
studies and extracts, with a more even spread of tourism and
hospitality examples of research * online student and lecturer
resources, including PowerPoint slides and a test bank of multiple
choice and true/false questions for each chapter. Written by three
leading scholars with experience of both the industry and
university courses globally, this insightful text is an essential
resource for all tourism and hospitality research students and
early career research professionals around the world.
Planning Research in Hospitality and Tourism provides an
accessible, concise and practical guide to planning, conducting and
analysing research in tourism and hospitality. The authors
skilfully introduce the basic principles and techniques of research
in the international hospitality and tourism sectors, and provide
detailed guidance on both quantitative and qualitative methods of
research. It includes a variety of features throughout to aid
students' understanding and offers practical tips to help students
overcome any potential research issues. Building on the success of
the first edition, the volume has been fully revised and updated,
and contains new chapters on mixed methods and how to make best use
of recent technology in research practices. The second edition also
benefits from: * increased coverage of research design strategies
including sampling, ethnography and experimental design * inclusion
of computer-mediated data collection techniques, such as online
interviews, online focus groups and online observation
(netnographic research) * new and updated international case
studies and extracts, with a more even spread of tourism and
hospitality examples of research * online student and lecturer
resources, including PowerPoint slides and a test bank of multiple
choice and true/false questions for each chapter. Written by three
leading scholars with experience of both the industry and
university courses globally, this insightful text is an essential
resource for all tourism and hospitality research students and
early career research professionals around the world.
Partial-least-squares path modeling (PLS-PM), a composite-based
form of structural equation modeling (SEM), offers great practical
advantages to researchers and practitioners. It has been gaining
increasing attention in various disciplines, including management
information systems, marketing, strategic management, accounting,
family business research, operations management, and organizational
research. Yet advanced PLS-SEM techniques are not broadly used in
hospitality and tourism research, which spells missed opportunities
in terms of detailed analyses and actionable findings. Applying
Partial Least Squares in Tourism and Hospitality Research provides
a forum for leading names in the field to discuss the major topical
issues and to demonstrate the usefulness of PLS path modeling for
academics and practitioners in hospitality and tourism. Its ten
chapters discuss key aspects of advanced PLS analysis and its
practical applications, covering new guidelines and improvements in
the use of PLS-PM as well as individual topics such as multi-group
analysis (PLS-MGA), the predictive qualities of PLS models, minimum
sample size estimation methods, the reporting of mediation and
moderation analysis, the assessment of the reliability of
reflectively measured constructs, and the assessment of overall
model fit through consistent PLS and the bootstrap-based test. This
comprehensive coverage serves both as an introduction to PLS for
the uninitiated and as a go-to reference work for researchers and
practitioners interested in the most recent advances in PLS
methodology. Applying Partial Least Squares in Tourism and
Hospitality Research is a must-read for academics in hospitality
and tourism research and for hospitality and tourism practitioners
such as industry consultants. Insofar as it can serve as a
guidebook to recent advances within PLS-SEM, it is also of interest
to researchers from other disciplines including management,
business, and marketing.
The Internet has developed into a new distribution channel and
online transactions are rapidly increasing. This has created a need
to understand how the consumer perceives online purchases. The
purpose of this study is to investigate factors affecting student
consumer's buying decision when purchasing clothing online, and
find out which factors impact on the online buying decision most.
The research hypotheses are tested by using data collected from 200
students of Glyndwr University in UK. The identified factors
economic orientation, convenience orientation, trust orientation
and social influence have been examined. Among all of them, the
first three were positively correlated with online attitude,
whereas the result shown that social influence weakly associated
with online attitude. The findings of this research can be drawn as
implications for online clothing retailers so as to improve their
understanding of the segment consumer group and increase their
online marketing strategy effectiveness.
Organizations today are becoming customer oriented due to increased
competition. The goal of services providers is to develop services
which attract and keep customers who are satisfied, loyal and speak
well of the organization. The nature of services makes the
evaluation of service quality subject of many researches. But
evaluating service quality of airlines was not much studied. The
aim of this research is to find out the dimensions of service
quality for airlines and using them to evaluate the service quality
of Pakistan International Airlines (PIA). Further the research
finds the relationship between the service quality provided by PIA
and their customer satisfaction. The data collected through a
questionnaire was analyzed via factor analysis, regression
analysis, correlation analysis and hypotheses test. The results of
the survey suggest that there is a direct relationship between all
the service quality dimensions (Reliability, Comfort, Personal
attention, Physical features) and the service quality. A strong and
significant relationship was also found between the service quality
and customer satisfaction.
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