TourismMegaTrendsinAsiaPacific-WelcometoHKCPEC.pptVIP

Tourism Mega Trends in Asia Pacific Professor Haiyan Song Chair Professor and Associate Director School of Hotel and Tourism Management The Hong Kong Polytechnic University Introduction A Joint research project between UNWTO and Hong Kong Polytechnic University Media content analysis of travel trade magazines– TravelWeekly TTG Asia (2005) 766 articles analyzed and 529 articles categorized into four sub-regions: North-east Asia, South-east Asia, South Asia and Oceania Use both the ‘qualitative’ text analysis software ATLAS.ti and the statistical software BiPlot to identify tourism trends in Asia-Pacific  Methods Qualitative analysis provides a holistic conceptual framework that expresses relationships between codes (through ATLAS.ti’s Network View) Codes are associated with quotations that are composed of sentence(s) and paragraph(s). This results in a richer content analysis by reading ‘beyond’ keywords Visual presentation of commonalities and differences among subregional trends by conducting correspondence analysis (CA) Methods Check trends that had been previously identified and used them as a basis to further identify other trends UNWTO (2005) Tourism Highlights 2005 identified the following trends: (1) rapid development and growth of e-commerce and e-marketing, (2) fast track travel – the facilitation and speeding up of the travel process, and (3) everyone is chasing Asian tourists Read the whole texts, created free quotations and coded them at the same time (Using ATLAS.ti) Methods Check trends that had been previously identified and used them as a basis to further identify other trends UNWTO (2005) Tourism Highlights 2005 identified the following trends: (1) rapid development and growth of e-commerce and e-marketing, (2) fast track travel – the facilitation and speeding up of the travel process, and (3) everyone chasing Asian tourists Read the whole texts, created free quotations and coded them at the same time 82 codes were first crea