Table 3 Data analysis Step Description... | Emerald Publishing

Table 3

Data analysis

Step	Description	Example 1	Example 2	Example 3
Data Collection	Gathering photographs and narratives from participants	Photos of hotel amenities	Narratives on the check-in experience	Photos of dining areas
Initial Coding	Assigning codes to images and texts based on recurring themes	Code: “Luxury” for upscale rooms	Code: “Efficiency” for check-in	Code: “Food Quality” for dining photos
Thematic Analysis	Identifying key themes and patterns in the coded data	Theme: “Comfort”	Theme: “Customer Service”	Theme: “Dining Experience”
Triangulation	Cross-verifying visual and textual data to ensure consistency and accuracy	Comparing photos with narratives	Validating themes with interviews	Cross-checking participant feedback
Interpretation and Reporting	Concluding and reporting findings based on the integrated analysis	Insight: The importance of room luxury	Insight: Need for efficient service	Insight: Impact of dining ambiance

Step	Description	Example 1	Example 2	Example 3
Data Collection	Gathering photographs and narratives from participants	Photos of hotel amenities	Narratives on the check-in experience	Photos of dining areas
Initial Coding	Assigning codes to images and texts based on recurring themes	Code: “Luxury” for upscale rooms	Code: “Efficiency” for check-in	Code: “Food Quality” for dining photos
Thematic Analysis	Identifying key themes and patterns in the coded data	Theme: “Comfort”	Theme: “Customer Service”	Theme: “Dining Experience”
Triangulation	Cross-verifying visual and textual data to ensure consistency and accuracy	Comparing photos with narratives	Validating themes with interviews	Cross-checking participant feedback
Interpretation and Reporting	Concluding and reporting findings based on the integrated analysis	Insight: The importance of room luxury	Insight: Need for efficient service	Insight: Impact of dining ambiance

Source(s): Adapted from Asaba et al. (2014), Nykiforuk et al. (2011) and Wass et al. (2020)