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.

Chapter 1 Why research in tourism, hospitality, and events? Rahul Pratap Singh Kaurav, Nimit Chowdhary, Dogan Gursoy Chapter 2 Why do we need SPSS? Rahul Pratap Singh Kaurav, Dogan Gursoy, Monika Prakash Chapter 3 Basic operations with SPSS a. Overview of SPSS; b. Graphical user interface of SPSS; c. Creating and importing data files; d. Editing and managing data files Mehmet SARIISIK, Osman Çulha Chapter 4 Understanding data a. Creating and editing graphs; b. Understanding frequencies and descriptive statistics; c. Understanding data through tables; d. Crosstabulation Verena Tandrayen-Ragoobur, Sheereen Fauzel, Chapter 5 Understanding data: Real life applications a. Creating and editing graphs; b. Understanding frequencies and descriptive statistics; c. Understanding data through tables; d. Crosstabulation Li-Shiue Gau, Michael Naylor Chapter 6 Basics of statistics a. Understanding central tendencies; b. Assumptions of the normality Chanda Gulati, Prerana Baber Chapter 7 Comparing means: Parametric tools a. One sample t-test; b. Independent samples t-test; c. Paired sample t-test; d. Analysis of Variance (ANOVA) Deepika Upadhyaya Chapter 8 Comparing means: Non-parametric tools Rajeev PV, Shyju PJ Chapter 9 Deciphering relationships a. Correlations; b. Linear regression; c. Multiple regression Anil Gupta, Anish Yousaf Chapter 10 Understanding causality: Mediation and moderation in tourism studies a. Moderation; b. Mediation Peter Mkumbo, Patrick Rosopa Chapter 11 Classic Chi-Square a. Goodness of fit; b. Test of independence Princess Ramokolo Chapter 12 Methods of reliability and validity Sneha Rajput Chapter 13 Factor analysis Yasin Emre OGUZ, Beybala TIMUR, Cihan SECILMIS Chapter 14 Cluster analysis Ana Brochado Chapter 15 Discriminant analysis Ruturaj Baber, Yogesh Upadhyay Chapter 16 Conjoint analysis Marisol Alonso-Vazquez Chapter 17 Importance-Performance Analysis (APA) of Travel Agency Services for Outbound Tourist in India Senthil Kumaran Pirmanayagam, Partho Pratim Seal Chapter 18 Multidimensional Scaling Zeynep Gedikoglu, Nese Yilmaz, Gyunghoon Kim Chapter 19 Introduction to Multi Criteria Decision Making Modelling (MCDM) Yusuf Karakus

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.