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Using coding and themes in qualitative research (2)

Using coding and themes in qualitative research (2)
Here is the findings part. We start with the demographic profile of our respondents. In general, we have more female than male in our research. Regarding the age range, most of the respondents, between 26 to 45. Regarding their educational level, twenty three of them are holding a master degree or above, followed by the bachelor degree. And regarding the marriage status, ten of them get married, and thirty of them married with children, and sixteen of them are single. Regarding their monthly income, sixteen of them having the salary between 10000 to 20000. And this is the output from the Nvivo, and we can see how we do the coding with those transcripts.
And now let’s have a detailed look of each of the categories. The first part of finding relates to the contact activities. We would like to know what kind of groups they contact with and what’s the activities inside. From this table, we can notice, mainly they have three groups to interact with. It includes the contact with the host, contact with community, and the third group is based on the guest- guest peer contacts. And within the guest-host contact, we have different kind of activities.
For example, ask for information, it can be related with tourism, food, transportation, culture and others, and also includes those casual chatting, accommodation service, other personalized service with their host, since the host actually know their place and destination very well. And within this category, the guest-community contacts, we have the casually chatting, ask for help and information, local activities participation, and also transportation services, that actually includes those residents within their community. The last group is about guest-guest peer context, which means those Airbnb guests, they’re sharing one property, so they have the chance to chat with each other to share their news and experience with each other. For example, casually chatting, traveling together, or sharing the experience.
The next part is about the determinants of contact. We would like to know what kind of factors may really influence their degree of contact with the others. And in this category, we identified some features, for example, some of the attributes they influence their contact in generally, regardless of the group, for example, the language competence, legal, political or cultural sensitivities. For example, if the guest and the host, they may have different you know, position or a perspective towards some political issues or culture issues, it may really constrain the conversation among them. And also culture differences and travel companies, and travel companies, communication competence. It’s interesting.
It means that if their travel companions have a better language competence, so the other or the other guest, they may have a lower degree of contact with the others, since they are kind of depending on those travel companions. And for those groups with specific contact, for example, for the guest-host contact, for the guest-host contact, the characters or taste of the host may influence their degree of contact. Similarly, stay with the hosts if you need or not, or interesting activities or potential business opportunities, we’re getting something in common or giving some remindings, those may really influence their degree of contact. And for the guest-community contact, dismatched schedule and the long distance may influence their degree of contact.
Also, the characters of locals, the security of destinations may really also influence their contacts as well. And finally, the guest-guest peer contact is determined by the characters of the other guest. If all of them are outgoing, or you know easy going, or really have something in common properly, it will be very easy to get along with each other. The next one, the purpose and impact of contact. And in this category, we can figure out some purposes of contact with each other. For example, asking for help or information, social interaction or they want to contact with to solve some problems or to explore destination, experience sharing. That’s their purposes.
Regarding those consequences of those contact, so those kinds of interaction may reinforce the experience of local features or customs. Yes. Also some of the respondents mentioned after interacting with those people, they tried to improve themselves, for example, gaining some knowledge and knowing much culture about that, building positive image of destination and local people. For example, if I’m holding kind of negative perception towards a destination before travel. However, after those interaction, I can change my attitude towards the people here and also the destination as a whole. And that’s also one of the impacts. And similarly have a sense of belonging or revisit intention also to enhancing their cross-culture competence of the guest. That’s also part of their impacts.
Finally, we have the attitude and the intensity of the social contact. And it’s very interesting to notice, the majority of those contact with the other groups is positive, right? For the intensity, the majority of the contact was reported to be profound other than superficial, which we can learn that the Airbnb really provides a good platform, and bring those guests and hosts or those communities together with a positive outcome. And this is the figure we developed from our findings. We can see, actually, here’s before the contact, we have the contact determinants, also contact purposes. And then the guests tend to contact with different groups. And we identified three of them, the guest-host contact, guest-community contact, also the guest-guest peer contact.
And finally, after those contacts, people have their impacts, and also the attitude. And the impact influences several examples we mentioned in the in table. And most of the contact are found to be positive and profound. Here is a discussion and implication of the study. This study explored different kinds of social contact guest may experience during their stay in Airbnb. For example, have three major groups. And under each of the group we have so many activities. The contacts of difference between mass tourists and also the Airbnb experience were also identified. And as we highlight just in the last slide, those contacts tend to be very positive, and also to be profound. Here is the significance of the study.
The different kind of social compact in Airbnb experience are identified. The study highlights the differences between Peer to Peer and the traditional accommodation service. It identifies the unique social contact determinants of the Airbnb platform users. It also helps traditional accommodation providers understand the trend of sharing economy as well as providing better service. As we know those kind of like personal and intensive, and also the profound interaction between the guest and the other groups may really enhance their entire experience, also their perception towards their trip, and also can improve their satisfaction.
So this kind of finding can be utilized by those hotel sectors to provide better service, to probably increase their personal interaction with their guests just like those happening in the Airbnb. So that may probably lead to a higher degree of satisfaction and better intention to revisit, right ? To conclude our study, we have the two focus group interviews and also twenty five in-depth interviews in this study. And study explored the social contact between guests and the possible groups. It identifies the antecedents as well as the consequences of the social contact for the Airbnb guests. Finally, with those findings, we try to provide implications for the academia, industry and also the local communities.
And I hope we can get some sense of conducting research with the qualitative approach. And in this study, we try to use the direct theme and direct coding and put them into our research findings.

Let’s continue the study of using coding and themes in qualitative research with the case of Airbnb.

What are the characteristics of social contact of different types of tourists?

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Research Methods in Tourism Studies

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