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Visualizing Tourism Trends: A Combination of ATLAS.ti and BiPlot

Tunghai University, Taiwan

Kaye Chon

Hong Kong Polytechnic University

Haiyan Song

Hong Kong Polytechnic University

By analyzing 766 articles from travel trade magazines published in 2005, this article aims to identify tourism trends in the Asia—Pacific region. The qualitative analysis sketches a holistic conceptual network of relationships among trends, whereas the quantitative analysis visually presents the trends' commonalities or differences among four subregions (Northeast Asia, Southeast Asia, South Asia, and Oceania). This article differs from previous studies in that it counts the frequencies of quotations associated with codes rather than the commonly used keywords. Quotations are composed of sentences and paragraphs that provide a deeper and richer understanding of the context. And as the title implies, it visualizes the relationships among trends and between trends and sub-regions. Through visualizing the qualitative data holistically and individually, this approach is intended to "see the forest for the trees."

Key Words: tourism trends • ATLAS.ti • BiPlot • correspondence analysis

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