Contribution of qualitative research techniques to the definition of product and communication strategies in the holiday field

Date of publication: June 15, 1977


I propose to devote my attention to the interest of qualitative methods and the way in which they complement quantitative techniques. The intention is not to present, as such, the results of any one particular study, but rather to reflect on the methodology of a number of experiences our group have had in the past. I shall refer in particular to a study with foreign tourists visiting France, and later to several other studies with French publics, on holiday and their travel problems.

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