1st Edition

An SPSS Guide for Tourism, Hospitality and Events Researchers

    430 Pages 208 B/W Illustrations
    by Routledge

    430 Pages 208 B/W Illustrations
    by Routledge

    This is the first book to provide the student of tourism, hospitality and events with all that they need to undertake statistical analysis using SPSS for research in their industry. Employing examples directly from the tourism, hospitality and events sector, it provides a comprehensive explanation on how appropriate statistical tools and methods can be identified for this research context and provides a step-by-step demonstration on how to carry out the chosen statistical operations.

    Each chapter opens with a sector-specific case study reflecting current research trends and issues from a range of different countries that are affecting the industry today. It is followed by an examination of the SPSS procedures relating to the case study and various solutions are offered. The implementation of clear, step-by-step demonstrations on how to carry out statistical operations using a combination of screenshots, diagrams, and tables aids the reader’s understanding. Chapters close with thorough guidance on how to appropriately write up interpretations of the research in a report. Research implications and recommendations for tourism and hospitality businesses are also provided, to enable them to successfully create and manage research strategies in action.

    Adopting an interdisciplinary perspective and written by a range of industry experts from all over the globe, this book will be essential for all students and researchers in the field of tourism, hospitality, and events as well as all those in related fields with an interest in statistical data analysis.

    Chapter 1

    Why research in tourism, hospitality, and events?


    Rahul Pratap Singh Kaurav, Nimit Chowdhary, Dogan Gursoy

    Chapter 2

    Why do we need SPSS?


    Rahul Pratap Singh Kaurav, Dogan Gursoy, Monika Prakash

    Chapter 3

    Basic operations with SPSS


    a. Overview of SPSS; b. Graphical user interface of SPSS; c. Creating and importing data files; d. Editing and managing data files


    Mehmet SARIIŞIK, Osman Çulha

    Chapter 4

    Understanding data


    a. Creating and editing graphs; b. Understanding frequencies and descriptive statistics; c. Understanding data through tables; d. Crosstabulation


    Verena Tandrayen-Ragoobur, Sheereen Fauzel,

    Chapter 5

    Understanding data: Real life applications


    a. Creating and editing graphs; b. Understanding frequencies and descriptive statistics; c. Understanding data through tables; d. Crosstabulation


    Li-Shiue Gau, Michael Naylor

    Chapter 6

    Basics of statistics


    a. Understanding central tendencies; b. Assumptions of the normality


    Chanda Gulati, Prerana Baber

    Chapter 7

    Comparing means: Parametric tools


    a. One sample t-test; b. Independent samples t-test; c. Paired sample t-test; d. Analysis of Variance (ANOVA)


    Deepika Upadhyaya

    Chapter 8

    Comparing means: Non-parametric tools


    Rajeev PV, Shyju PJ

    Chapter 9

    Deciphering relationships


    a. Correlations; b. Linear regression; c. Multiple regression


    Anil Gupta, Anish Yousaf

    Chapter 10

    Understanding causality: Mediation and moderation in tourism studies


    a. Moderation; b. Mediation


    Peter Mkumbo, Patrick Rosopa

    Chapter 11

    Classic Chi-Square


    a. Goodness of fit; b. Test of independence


    Princess Ramokolo

    Chapter 12

    Methods of reliability and validity


    Sneha Rajput

    Chapter 13

    Factor analysis


    Yasin Emre OGUZ, Beybala TIMUR, Cihan SECILMIS

    Chapter 14

    Cluster analysis


    Ana Brochado

    Chapter 15

    Discriminant analysis


    Ruturaj Baber, Yogesh Upadhyay

    Chapter 16

    Conjoint analysis


    Marisol Alonso-Vazquez

    Chapter 17

    Importance-Performance Analysis (APA) of Travel Agency Services for Outbound Tourist in India


    Senthil Kumaran Pirmanayagam, Partho Pratim Seal

    Chapter 18

    Multidimensional Scaling


    Zeynep Gedikoglu, Nese Yilmaz, Gyunghoon Kim

    Chapter 19

    Introduction to Multi Criteria Decision Making Modelling (MCDM)


    Yusuf Karakus


    Rahul Pratap Singh Kaurav is an Assistant Professor in Marketing and Tourism Management at the Prestige Institute of Management, Gwalior, India.

    Dogan Gursoy is the Taco Bell Distinguished Professor in Hospitality Business Management in the School of Hospitality Business Management, Washington State University, USA.

    Nimit Chowdhary is a Professor at the Department of Tourism and Hospitality Management, Jamia Millia Islamia, New Delhi, India.

    ‘The content of this book is superior to all others offering guidance on SPSS and will be of particular use to those studying Tourism, Hospitality and Events. It is a groundbreaking book which includes the rare addition of a separate section on writing interpretations. I recommend the purchase of this book for Tourism and Hospitality researchers.’

    Prof. S.P. Bansal, Vice Chancellor, Himachal Pradesh Technical University, India

    ‘This is an excellent guide full of crucial and innovative information. The guidance on writing up the interpretation of SPSS outputs and the short case studies that open each chapter make the book quite interesting for those of us who want to enjoy research in Tourism, Hospitality and Events’

    Prof. Justin Paul, University of PR, San Juan, USA

    ‘This is an excellent guide for students and researchers who want to gain knowledge and skills about statistical analysis with SPSS. The relevant empirical examples help the reader understand not only the theoretical concepts in statistical analysis but help to see how they are applied in actual research projects. The screenshots guide the reader through the implementation of the respective analyses in easy-to-follow steps.’

    Prof. Stanislav Ivanov, Varna University of Management, Bulgaria