Applying the means-end chain theory and the laddering technique to the study of host attitudes to tourism
MetadataShow full item record
Scholars investigating local residents’ attitudes toward tourism have often used different types of measurement procedures based on positivistic paradigms, while very few researchers have based their studies on purely qualitative approaches. This paper introduces and discusses a qualitative method known as the means-end theory and its associated laddering technique, which can be used to investigate host attitudes to tourism. The laddering technique, based on the means-end approach is recommended to understand values, which influence attitudes, since from a social psychology discourse, values are considered as antecedents of attitudes and opinions. It is argued that through an understanding of the personal values of the respondents, it is possible to have a different perspective on their attitudes and opinions toward tourism. The authors are not claiming that such an approach is superior to other measurement procedures and research paradigms, but argue that the means-end theory and the laddering technique have considerable potential to shed light on issues surrounding this research area. Despite the limitations associated with such methods, it is argued that laddering based on means-end theory deserves further investigation and empirical testing by scholars investigating local residents’ attitudes to development.
Showing items related by title, author, creator and subject.
Chai, Pey San Nancy (2011)Backhaul networks are used to interconnect access points and further connect them to gateway nodes which are located in regional or metropolitan centres. Conventionally, these backhaul networks are established using ...
Newhouse, Christopher P. (1987)This study used interpretive research techniques to investigate the factors which affect the computer literacy of secondary students. The necessity that students to be prepared for life and work in a computer technology ...
Development and change in the whale shark tourism industry at Ningaloo Marine Park, Western AustraliaCatlin, James (2010)Popular demand for tourism experiences in the natural environment, and in particular for human-wildlife interactions, is increasing. Whale shark tourism at Ningaloo Marine Park on the North West Cape of Western Australia ...