An SPSS Guide for Tourism, Hospitality and Events Researchers

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.

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.

1.  Why research in tourism, hospitality, and events?  2. Why do we need SPSS?  3. Basic operations with SPSS.  4. Understanding data.  5. Understanding data: Real life applications.  6. Basics of statistics.  7. Comparing means: Parametric tools.  8. Comparing means: Non-parametric tools.  9. Deciphering relationships.  10. Understanding causality: Mediation and moderation in tourism studies.  11. Classic Chi-Square.  12. Methods of reliability and validity.  13. Factor analysis.  14. Cluster analysis.  15. Discriminant analysis.  16. Conjoint analysis.  17. Importance-Performance Analysis (APA) of Travel Agency Services for Outbound Tourist in India.  18. Multidimensional Scaling.  19. Introduction to Multi Criteria Decision Making Modelling (MCDM)