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)
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