The Electronic Journal of Business Research Methods provides perspectives on topics relevant to research in the field of business and management
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Journal Issue
Volume 11 Issue 1 / Jun 2013  pp1‑50

Editor: Ann Brown

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Editorial for EJBRM Volume 11 Issue 1  pp1‑1

Ann Brown

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Finite Mixture Models in Market Segmentation: A Review and Suggestions for Best Practices  pp2‑15

Michael Tuma, Reinhold Decker

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Equidistance of Likert‑Type Scales and Validation of Inferential Methods Using Experiments and Simulations  pp16‑28

Bjorn Lantz

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The use of Grounded Theory Technique as a Practical Tool for Qualitative Data Collection and Analysis  pp29‑40

Japhet Lawrence, Usman Tar

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Using Photo‑Elicitation to Explore Place Attachment in a Remote Setting  pp41‑50

Joanna Tonge, Susan Moore, Maria Ryan, Lynnath Beckley

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Abstract

People are often attracted to unique natural environments, but what makes them continually return to these locations, especially when considerable time and effort are required to get there? This paper discusses the methods and findings of a research project aimed at identifying and exploring how visitors develop an attachment to the remote Ningaloo Marine Park in north‑western Australia. This Marine Park attracts a high percentage of repeat visitors (55%) and in order to determine the complex aspects contributing to this attachment, photo‑elicitation was employed. Photo‑elicitation is a qualitative technique where participants are asked to take photographs relating to the concept under study, and these are then used as triggers for underlying memories and feelings during a subsequent interview. For this study, participants were provided with digital cameras to take photographs of why they like visiting the Ningaloo Reef and what it was that made them return. Given this remote location and the inability to get photographs developed in reasonable timeframes, digital cameras were used instead of the disposable cameras more commonly used in this type of study. After a few days, the cameras were returned, and photographs uploaded on the researcher’s laptop computer with interviews conducted while viewing the photographs. Over a period of four weeks, during the peak visitor period, 30 participants took over 200 photographs and provided over 15 hours of interview recordings. Key aspects contributing to place attachment included the beauty of the physical environment, reef and marine based activities, social bonding with family and friends and enjoying a challenging though rewarding experience. By using a technique familiar to people on holidays, i.e. taking photographs, a method was invoked that people could engage with easily without the research impinging on their holiday experience. 

 

Keywords: photo-elicitation, photographs, interviews, marine, place attachment, remote location

 

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