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Innovative analytical approaches in tourism marketing studies

Webinar. Innovative analytical approaches in tourism marketing studies. Hossein Olya PhD. of Tourism Management. July 2017. http ://olyah.com. http://anahei.org. Agenda. 1. Introduction : Qualitative Comparative Analysis. 1.Contrarian tabulation analysis. ( Olya & Gavilyan, 2016 ).

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Innovative analytical approaches in tourism marketing studies

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  1. Webinar Innovative analytical approaches in tourism marketing studies Hossein Olya PhD. of Tourism Management July 2017 http://olyah.com http://anahei.org

  2. Agenda

  3. 1. Introduction: Qualitative Comparative Analysis

  4. 1.Contrarian tabulation analysis (Olya & Gavilyan, 2016)

  5. Contrarian tabulation analysis- another example (Olya & Gavilyan, 2016)

  6. 1. Causal Complexity (INSU) Possible conditions • Salary performance • Reward * Salary performance • Reward + Salary  performance • Reward * Salary + training * empowerment  performance Which * : and + : or ~ : negation Salary is necessary and sufficient Salary is necessary but notsufficient Salary is sufficient but notnecessary Salary is neither sufficient nor necessary Causal Recipes: Reward * Salary + training * empowerment  performance ~ Reward * Salary + empowerment  performance

  7. Set-theoretic methods & Outcome negation Outcome: Reward * Salary  performance Outcome Negation: ~ Reward * ~ Salary  ~ performance ~ Reward * Salary  ~ performance Reward * ~ Salary  ~ performance Source: http://www.qualitative-research.net/index.php/fqs/article/viewFile/1961/3594/8351

  8. 2. Comparison of traditional approaches, fsQCA, NCA quality Sat. price Casual recipe1: qul*~pri sat Casual recipe 2: qul*pri sat qul  sat (Pedraja Iglesias & Jesus Yagüe Guillé, 2004)

  9. 2. Configural modeling versus symmetric modeling (Olya & Gavilyan, 2016)

  10. Conventional Research methods Sufficient Antecedents Moreno, F. C., Prado-Gascó, V., Hervás, J. C., Núñez-Pomar, J., & Sanz, V. A. (2016). Predicting future intentions of basketball spectators using SEM and fsQCA. Journal of Business Research, 69(4), 1396-1400.

  11. fsQCA Sufficient Configurations- Moreno et al. (2016)

  12. Necessary Condition Analysis (NCA) Necessary Antecedents Moreno et al. (2016)

  13. Example 2. FsQCA analysis of single necessary conditions Trust Dependency RAC Financial benefits Relational Attractiveness of the Customer (RAC) which is defined as the attitude of the supplier towards the customer firm in order to maintain and/or to improve an existing business relationship. Non-financial benefits Costs Source: (Dul, 2016; Tóth, 2015)

  14. 3. How to perform fsQCA

  15. I. Calibration Transformation of crisp value to the fuzzy form full membership full non-membership

  16. II. Fuzzy- Truth Table Algorithms

  17. Sufficient & ConsistentCausal Recipes All possible conditions Coverage: R2 Consistency: Correlation III. Counterfactual analysis

  18. III. Counterfactual analysis • Coverage > 1 or 2 • Consistency >.80 or >.85

  19. Coverage and Consistency • Coverage: coefficient of determination: “assesses the empirical relevance of a consistent subset. It measures the proportion of memberships in the outcome that is explained by the complete solution.” • Consistency: correlation: “assesses the degree to which a subset relation has been approximated. The consistency measure is the proportion of cases consistent with the outcome.” Hervas-Oliver et al. (2015)

  20. Coverage and Constancy Coverage: 14/(13 + 14) = 14/27 = 0.52 Consistency: 14/(14+2 ) = 14/16 = 0.87

  21. 4. Design of a survey-based Research Venn diagrams for three, four, five and seven crisp sets (Duşa, 2007) 1 2 3 (Olya & Gavilyan, 2016)

  22. Predictive Validity Olya & Mehran (2017) Procedure Step1: divide the sample into 2 subsamples Step 2: Perform fsQCA using subsample 1 Step3 : Perform causal models calculated from subsample 1 using subsample 2 Step4: Check the coverage and consistency (0>.2, 0>.8, respectively)

  23. 5. Software www. fsQCA.com Source: http://www.compasss.org

  24. 6. On the use of qualitative comparative analysis in management (Kan et al., 2016- Journal of Business Research)  Management domain Data scale

  25. 7. Further reading • Olya, H., … & Altinay, M., (2018). Behavioral Intentions of Disabled Tourists for the Use of Peer-to-Peer Accommodations: An Application of fsQCA. International Journal of Contemporary Hospitality Management. 30 (1), 1-27. Doi: 10.1108/IJCHM-08-2016-0471. (in press). • Olya, H., Khaksar, E. S., & Alipour, H., (2017). Pro-tourism and anti-tourism community groups: Recipes for support tourism development and its negation in a world heritage site in Turkey, Current Issues in Tourism. 1-23. Olya, H., & Mehran, J., (2017). Modelling tourism expenditure using complexity theory. Journal of Business Research. 75, 147-158.  • Olya, H., & Gavilyan, Y., (2017). Configurational Models to Predict Residents’ Support for Tourism Development. Journal of Travel Research. 1-20. • Olya, H., & Altinay, L., (2016). Asymmetric Modeling of Intention to Purchase Tourism Weather Insurance and Loyalty. Journal of Business Research. 69(8), 2791-2800. 

  26. Source • Kan, A. K. S., Adegbite, E., El Omari, S., & Abdellatif, M. (2016). On the use of qualitative comparative analysis in management. Journal of Business Research, 69(4), 1458-1463. • Duşa, A. (2007). User manual for the QCA (GUI) package in R. Journal of Business Research, 60(5), 576-586. • Moreno, F. C., Prado-Gascó, V., Hervás, J. C., Núñez-Pomar, J., & Sanz, V. A. (2016). Predicting future intentions of basketball spectators using SEM and fsQCA. Journal of Business Research, 69(4), 1396-1400. • Olya, H., & Gavilyan, Y., (2016). Configurational Models to Predict Residents’ Support for Tourism Development. Journal of Travel Research. 1-20. Doi:  10.1177/0047287516667850. • Olya, H., & Mehran, J., (2017). Modelling tourism expenditure using complexity theory. Journal of Business Research. 75, 147-158. Doi:10.1016/j.jbusres.2017.02.015. • Hervas-Oliver, J. L., Sempere-Ripoll, F., & Arribas, I. (2015). Asymmetric modeling of organizational innovation. Journal of Business Research, 68(12), 2654-2662. • Pedraja Iglesias, M., & Jesus Yagüe Guillén, M. (2004). Perceived quality and price: their impact on the satisfaction of restaurant customers. International Journal of Contemporary Hospitality Management, 16(6), 373-379. • Ragin, Charles, and Sean Davey. (2014). fs/QCA [Computer Programme], Version [2.5/3.0]. Irvine, CA: University of California. • Ragin, C. C., Strand, S., & Rubinson, C. (2008). User’s guide to Fuzzy-Set. Qualitative Comparative Analysis. http://www.socsci.uci.edu/~cragin/fsQCA/download/fsQCAManual.pdf

  27. Thank you for your attention

  28. This multidisciplinary journal (SSCI)was established in 1981 as the first academic peer reviewed journal in the world devoted to the services sector and service management.*Several special issues* Abstract in Chines Special Thanks to ANAHEI* Prof. Cihan Cobanoglu* Dr. Faizan Ali

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