Travel Reference
In-Depth Information
the context of another (Oppenheim, 1992; Rubin and Rubin, 2005; Silver-
man, 2004; Seymour, 2001).
The research uses two types of data collection and analysis: case study
and in-depth interviews. Case studies are broadly used in tourism research
(Aneshensel, 2002; Beeton, 2005; Horner, and Swarbrooke, 2004). Un-
like more specifically directed research, case studies investigate a problem
that seeks a holistic understanding of the event or situation in question.
According to Flyvbjerg (2006), a case study can be used to both generate
and test hypotheses. Suggested sources of secondary data are business and
academic literatures on Kazakhstan Internet and ICT adoption, literature
on Kazakhstan tourism industry, official statistic as well as ICT use by
tourism industries in other countries.
It is well accepted that in-depth interviews are applied to enhance
knowledge of newly emerging, under-researched phenomena (Kwortnik,
2003). Until the researcher is relatively clear on what is to be studied and
how, the objective of the interview should be discovered, and enhanced
understanding of the phenomena. Such an understanding is derived from
data grounded in the informant's experience—what they say about what
they did, felt, or thought.
A total of 30 industry specialists were interviewed. A sampling method
was adopted that enabled the researcher to include a cross-section of tour-
ism businesses, including franchise/chain retail operations, small indepen-
dent enterprises, and wholesalers. Each the in-depth interview was about
an hour long each. The interviews were designed to produce a considered
response to certain issues including: background about the firm, the use of
ICT and associated issues.
In addition a total of 50 in-depth interviews were held with prospective
consumers. A judgmental technique was applied to select interviewees.
The criteria of selection were at least one trip (overseas and/or domestic)
per year, and at least basic PC skills. A brief questionnaire preceded the
interview that included demographic data, and PC skills. The interview
was focused on the questions: PC and mobile phone ownership, general
attitude towards PC, buying on-line, usage of the Internet in searching of
the information and in preparing, booking and buying a trip, and attitude
towards TA.
Notes were taken during the interviews, which were also taped record-
ed and summarized. Subsequent analysis of the interviews was employed
to identify common themes.
Search WWH ::




Custom Search