Innovative Analytical Approaches in Tourism Marketing Studies
Dr. Hossein Olya is a faculty member of Hospitality and Tourism College at Sejong University in Seoul. He is methodology editor of the Service Industries Journal and one of the pioneer researchers in application of fsQCA and NCA in tourism field.
This webinar focuses on discussing new methods - namely qualitative comparative analyses (QCA) and necessary condition analysis (NCA) - in tourism marketing studies. QCA, which bridges the gulf between quantitative and qualitative methods, explores the sufficient and consistent combination of the causal indicators leading to the given outcome. It will be explained how this approach generates new knowledge and addresses several assumptions of asymmetrical modeling. NCA will be introduced as a pragmatic method for identifying necessary factors for reaching the model outcome. The application of these methods will be exemplified from tourism studies. The software for QCA and NCA will be advised.