Sammendrag
After defining content/semiotic analysis and noting some of its general merits and disadvantages, this paper outlines its principal applications in tourism research. Since this type of investigation seems to be reluctant to take advantage of computer-assisted software, the case for its greater adoption is explored. Attention focuses on Atlas/ti and a comparison is made with manual techniques, both with regard to their operations and their respective strengths and weaknesses. An example is taken from qualitative data gathered from fieldwork conducted in the Norwegian Lofoten islands, a case that illustrates the mutually beneficial differences between traditional and newer approaches.
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