旅游研究的定量方法
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• “You can use all the quantitative data you can get, but you still have to distrust it and use your own intelligence and judgment ”- Alvin Toffler (Author) “你可以使用所有能获得的定量数据，但仍然必须要怀疑它，并使用你自己的智 慧和判断”——阿儿文 脱夫勒（作家）
2
Business Tourism 商务旅游
1
2
0
2
1
Sport and Leisure 运动和休闲
1
0
1
Change 变化
++* ---* ++ --* + =
+
+ + ++ + + = +
Latest Trends in Annals of Tourism Research
《Annals of Tourism Research》中的最新趋势
Quantitative Methods for Tourism Research I: An Overview
旅游研究的定量方法 I：概览
Haiyan SONG 宋海岩
School of Hotel & Tourism Management 酒店及旅游业管理学院
The Hong Kong Polytechnic University 香港理工大学
6
9
5
6
7
5
Tourism Impacts 旅游的影响 Tourism Trends 旅游的趋势 Nhomakorabea6
5
7
6
5
5
Tourism Research Issues & Methods 旅游研究的问题和方法
5
4
5
Hospitality 酒店
4
4
3
Ecotourism 生态旅游 Sustainable Development可持续发展 Special Events 特别事件
Outline 提纲
• Trends in Tourism and Hospitality Research 旅游与酒店研究的发展趋势
• Qualitative & Quantitative Research Approaches 定性和定量研究方法
• Issues in Quantitative Research Design 定量研究设计的内容
Latest Trends in Annals of Tourism Research 《Annals of Tourism Research》中的最新趋势
• Although qualitative methods still dominate Annals publications, quantitative and mixed-method approaches have appeared more often. 尽管Annals发表的论文仍以定性研究为主，但定量和混合 方法的出现频率越来越多。
Cites 引用次数 42 38 38 34 32 31 31 31 31 25
Article 文章
MVoeluamsueri3n2g，efifsiscuieen2c,2y0i0n5t，hephpo. t4e5l6s-e4c7t7or Barros，C.P.
Residents’ perceptions of community tourism impacts Volume 32, issue4, 2005, pp. 1056-1076 Andric, K.L., |Valentine, K.M., |Knopf, R.C.,| Vogt, C.A. Comprehensive and minimalist dimensions of ecotourism Volume 32, issue 2, 2005, pp. 439-455 Weaver, D.B. The tourist experience. Conceptual developments Volume 32, issue 1, 2005, pp. 199-216 Uriely, N. Korea’s destination image formed by the 2002 World Cup Volume 32, issue 4, 2005, pp. 839-858
• Combining Research Methods 合并研究方法
Trends in Tourism and Hospitality Research:
旅游与酒店研究发展趋势：
Topic Areas 研究范围
% of all articles in 12 % of all articles in top 3 journals 论文在12种 journals 论文在排名前3位
Trends in Tourism and Hospitality Research: 旅游与酒店研究的趋势
Methodologies 方法论
•
Quantitaitve 定量 分析, 59%
•
• •
Review/Theoretical
Qualitative 定性分
综述/理论, 16% Mixed methods 析, 19%
Qualitative 定 性方法, 60%
Mixed Method 混合方法, 13%
Quantitative 定量方法, 27%
What People Say about Quantitative Research? 人们对定量研究的看法
• “The subject was and is intellectually fascinating and challenging, particularly to someone with taste and talent for theoretical reasoning” - James Tobin (Economist) “定量方法无论是曾经还是现在都是极其吸引人和充满挑战的，特别是 对喜欢和擅长理论推理的人”——詹姆斯 托宾（经济学家）
4
3
4
4
3
4
3
2
5
Transport 交通 Management 管理
3
2
3
2
2
3
Human Resource Management人力资源管理
2
Environmental Interpretation 环境解说
2
Tourism Policy 旅游政策
2
2
2
2
1
2
1
Tourism Education & Training旅游教育和培训
混合方法, 6%
•
Data source 数据来源: Ballantyne, et al. (2009).
•
Tourist/visitor studies are strongly quantitative 旅客/访问者研究很大程度都是定量的
Destination studies are more likely than other topics to use qualitative design 与其他研究问题相 比，目的地研究更多地使用定性设计
Quantitative studies still dominate H&T research, although the number of qualitative studies is increasing 尽管定性研究的数量在增长，定量研究 仍然主导者旅游与酒店方面的研究
The mixed method approach is getting more popular 混合方法被越来越多得采用
Lee, C.-K.,| Lee, Y.-K.,| Lee, B. Traditions of sustainability in tourism studies Volume 33, Issue 4, 2006, pp. 1121-1140 Saarinen, J. Online information search. Vacation Planning Process Volume 33, Issue 3, 2006, pp. 809-832 Pan, B.,| Fesenmaier, D.R. Reconceptualizing object authenticity Volume 33, Issue 1, 2006, pp. 65-68 Resinger, Y.,| Steiner, C.J. Knowledge management and tourism Volume 33, Issue 1, 2006, pp. 27-64 Cooper, C. The truth about tourism Volume 33, Issue 2, 2006, pp. 360-381 Tribe, J.
• “Statistics are the triumph of the quantitative method, and the quantitative method is the victory of sterility and death” – Hilaire Belloc (Poet) “统计是定量方法的胜利，而定量方法是绝育症与死亡的胜利”——希莱尔 贝 洛克（诗人）
Table 3. Top 10 Cited (Articles Published in the Last Five Years) Extracted from Scopus (on Wednesday 27 October 2010) 表3. 从Scopus摘录的（截止于2010年10月27日星期三）引用次数最高的10篇文章（发表于近5年）
Tourism planning is more likely to use mixed methods 旅行计划更多地使用混合方法
JTR has the highest proportion of quantitative studies (74%), Annals has the highest proportion of qualitative research (60%) JTR发表定量研究的比 例最高（74%），Annals发表定性研究的比例最高 （60%）
What People Say about Quantitative Research? 人们对定量研究的看法
• “You may have heard the world is made up of atoms and molecules, but it‘s really made up of stories. When you sit with an individual...., you can give quantitative data a qualitative overlay – William Turner (Scientist) “你可能听说过世界是由原子和分子构成的，但实际上它是由故事所组成。当研 究个体时…… ，你总能从定性的角度为定量数据构造一个故事”——威廉姆 特 纳（科学家）
• “We are essentially asserting a belief in quantitative knowledge - a belief that most of the key questions in our world sooner or later demand answers to 'by how much?' rather than merely to 'in which direction?‘” - John Tukey (Statistician) “对于定量方法，我们基本可以坚持这样一个信念：世界上大部分的问 题迟早都需要用‘多少’来回答，而不只是‘朝什么方向’？”——约 翰 杜克（统计学家）
杂志中所占百分比
的杂志中所占百分比
Tourists/Visitors Studies 游客/参观者研究
1994-2004 11
1994-96 11
2002-04 16
Destinations 目的地 Tourism Planning 旅行计划
9
11
8
9
9
5
Marketing 营销
8
7
10
Culture Tourism 文化旅游 Economic Issues 经济问题
2
Business Tourism 商务旅游
1
2
0
2
1
Sport and Leisure 运动和休闲
1
0
1
Change 变化
++* ---* ++ --* + =
+
+ + ++ + + = +
Latest Trends in Annals of Tourism Research
《Annals of Tourism Research》中的最新趋势
Quantitative Methods for Tourism Research I: An Overview
旅游研究的定量方法 I：概览
Haiyan SONG 宋海岩
School of Hotel & Tourism Management 酒店及旅游业管理学院
The Hong Kong Polytechnic University 香港理工大学
6
9
5
6
7
5
Tourism Impacts 旅游的影响 Tourism Trends 旅游的趋势 Nhomakorabea6
5
7
6
5
5
Tourism Research Issues & Methods 旅游研究的问题和方法
5
4
5
Hospitality 酒店
4
4
3
Ecotourism 生态旅游 Sustainable Development可持续发展 Special Events 特别事件
Outline 提纲
• Trends in Tourism and Hospitality Research 旅游与酒店研究的发展趋势
• Qualitative & Quantitative Research Approaches 定性和定量研究方法
• Issues in Quantitative Research Design 定量研究设计的内容
Latest Trends in Annals of Tourism Research 《Annals of Tourism Research》中的最新趋势
• Although qualitative methods still dominate Annals publications, quantitative and mixed-method approaches have appeared more often. 尽管Annals发表的论文仍以定性研究为主，但定量和混合 方法的出现频率越来越多。
Cites 引用次数 42 38 38 34 32 31 31 31 31 25
Article 文章
MVoeluamsueri3n2g，efifsiscuieen2c,2y0i0n5t，hephpo. t4e5l6s-e4c7t7or Barros，C.P.
Residents’ perceptions of community tourism impacts Volume 32, issue4, 2005, pp. 1056-1076 Andric, K.L., |Valentine, K.M., |Knopf, R.C.,| Vogt, C.A. Comprehensive and minimalist dimensions of ecotourism Volume 32, issue 2, 2005, pp. 439-455 Weaver, D.B. The tourist experience. Conceptual developments Volume 32, issue 1, 2005, pp. 199-216 Uriely, N. Korea’s destination image formed by the 2002 World Cup Volume 32, issue 4, 2005, pp. 839-858
• Combining Research Methods 合并研究方法
Trends in Tourism and Hospitality Research:
旅游与酒店研究发展趋势：
Topic Areas 研究范围
% of all articles in 12 % of all articles in top 3 journals 论文在12种 journals 论文在排名前3位
Trends in Tourism and Hospitality Research: 旅游与酒店研究的趋势
Methodologies 方法论
•
Quantitaitve 定量 分析, 59%
•
• •
Review/Theoretical
Qualitative 定性分
综述/理论, 16% Mixed methods 析, 19%
Qualitative 定 性方法, 60%
Mixed Method 混合方法, 13%
Quantitative 定量方法, 27%
What People Say about Quantitative Research? 人们对定量研究的看法
• “The subject was and is intellectually fascinating and challenging, particularly to someone with taste and talent for theoretical reasoning” - James Tobin (Economist) “定量方法无论是曾经还是现在都是极其吸引人和充满挑战的，特别是 对喜欢和擅长理论推理的人”——詹姆斯 托宾（经济学家）
4
3
4
4
3
4
3
2
5
Transport 交通 Management 管理
3
2
3
2
2
3
Human Resource Management人力资源管理
2
Environmental Interpretation 环境解说
2
Tourism Policy 旅游政策
2
2
2
2
1
2
1
Tourism Education & Training旅游教育和培训
混合方法, 6%
•
Data source 数据来源: Ballantyne, et al. (2009).
•
Tourist/visitor studies are strongly quantitative 旅客/访问者研究很大程度都是定量的
Destination studies are more likely than other topics to use qualitative design 与其他研究问题相 比，目的地研究更多地使用定性设计
Quantitative studies still dominate H&T research, although the number of qualitative studies is increasing 尽管定性研究的数量在增长，定量研究 仍然主导者旅游与酒店方面的研究
The mixed method approach is getting more popular 混合方法被越来越多得采用
Lee, C.-K.,| Lee, Y.-K.,| Lee, B. Traditions of sustainability in tourism studies Volume 33, Issue 4, 2006, pp. 1121-1140 Saarinen, J. Online information search. Vacation Planning Process Volume 33, Issue 3, 2006, pp. 809-832 Pan, B.,| Fesenmaier, D.R. Reconceptualizing object authenticity Volume 33, Issue 1, 2006, pp. 65-68 Resinger, Y.,| Steiner, C.J. Knowledge management and tourism Volume 33, Issue 1, 2006, pp. 27-64 Cooper, C. The truth about tourism Volume 33, Issue 2, 2006, pp. 360-381 Tribe, J.
• “Statistics are the triumph of the quantitative method, and the quantitative method is the victory of sterility and death” – Hilaire Belloc (Poet) “统计是定量方法的胜利，而定量方法是绝育症与死亡的胜利”——希莱尔 贝 洛克（诗人）
Table 3. Top 10 Cited (Articles Published in the Last Five Years) Extracted from Scopus (on Wednesday 27 October 2010) 表3. 从Scopus摘录的（截止于2010年10月27日星期三）引用次数最高的10篇文章（发表于近5年）
Tourism planning is more likely to use mixed methods 旅行计划更多地使用混合方法
JTR has the highest proportion of quantitative studies (74%), Annals has the highest proportion of qualitative research (60%) JTR发表定量研究的比 例最高（74%），Annals发表定性研究的比例最高 （60%）
What People Say about Quantitative Research? 人们对定量研究的看法
• “You may have heard the world is made up of atoms and molecules, but it‘s really made up of stories. When you sit with an individual...., you can give quantitative data a qualitative overlay – William Turner (Scientist) “你可能听说过世界是由原子和分子构成的，但实际上它是由故事所组成。当研 究个体时…… ，你总能从定性的角度为定量数据构造一个故事”——威廉姆 特 纳（科学家）
• “We are essentially asserting a belief in quantitative knowledge - a belief that most of the key questions in our world sooner or later demand answers to 'by how much?' rather than merely to 'in which direction?‘” - John Tukey (Statistician) “对于定量方法，我们基本可以坚持这样一个信念：世界上大部分的问 题迟早都需要用‘多少’来回答，而不只是‘朝什么方向’？”——约 翰 杜克（统计学家）
杂志中所占百分比
的杂志中所占百分比
Tourists/Visitors Studies 游客/参观者研究
1994-2004 11
1994-96 11
2002-04 16
Destinations 目的地 Tourism Planning 旅行计划
9
11
8
9
9
5
Marketing 营销
8
7
10
Culture Tourism 文化旅游 Economic Issues 经济问题