develop knowledge about various strategic activities undertaken by these key actors to brand and market Switzerland in Indian market and how they collaborate with each other to reach the targeted customer segments. After getting a clear understanding of these research objectives, I made a selection of relevant theoretical framework to guide my research further. 4.4. Data collection methods Data collection is a way to collect and evaluate information gathered on different subjects relevant to the research topic. Therefore, it is important that the chosen procedure of data collection should be effective and appropriate with the research in order to gain in depth information about the subject matter (Brotherton, 2008). In the current research, two different types of data have formed the basis. Qualitative empirical data in the form of semi-structured interviews and secondary data in the form of literature review about the key actors of film tourism and their strategies for distant markets as well the websites, brochures and annual reports etc provided by the Swiss tourism professionals capitalizing on Indian market during the interviews. I have chosen this approach to reach a level of triangulation-“ at the same Looking phenomenon, or research question, from more than one source of as data” (Decrop, 1999) the way for richer and potentially more triangulation “(…) opens valid interpretations” (Ibid). Thereby heightening the validity of the results produced during the research. In this research, triangulation helped me to include participation observation that I gained as a Bollywood tourist by taking field trip to Bollywood locations with Erwin Fassler, discussions throughout the trip with him and my husband about Bollywood and various locations in Switzerland, and at the same time taking interviews with various tourism professionals and collecting data. Hence, this triangulation method gave me the possibility to include all the data collected in order to get in depth information to analyse my research questions. Secondary data As mentioned earlier also, the secondary data in this thesis is the literature review on the key actors of film tourism. The purpose of this review is not only to discover about the existing research, from a quantitative as well qualitative stance about film tourism, but also from a more explorative angle, to find out what kind of strategies are used by various key actors of film tourism and their collaboration with each other to capitalize on distant markets, in order to use
develop knowledge about various strategic activities undertaken by these key actors to brand and market Switzerland in Indian market and how they collaborate with each other to reach the targeted customer segments. After getting a clear understanding of these research objectives, I made a selection of relevant theoretical framework to guide my research further. 4.4. Data collection methods Data collection is a way to collect and evaluate information gathered on different subjects relevant to the research topic. Therefore, it is important that the chosen procedure of data collection should be effective and appropriate with the research in order to gain in depth information about the subject matter (Brotherton, 2008). In the current research, two different types of data have formed the basis. Qualitative empirical data in the form of semi-structured interviews and secondary data in the form of literature review about the key actors of film tourism and their strategies for distant markets as well the websites, brochures and annual reports etc provided by the Swiss tourism professionals capitalizing on Indian market during the interviews. I have chosen this approach to reach a level of triangulation-“ Looking at the same phenomenon, or research question, from more than one source of data” (Decrop, 1999) as triangulation “(…) opens the way for richer and potentially more valid interpretations” (Ibid). Thereby heightening the validity of the results produced during the research. In this research, triangulation helped me to include participation observation that I gained as a Bollywood tourist by taking field trip to Bollywood locations with Erwin Fassler, discussions throughout the trip with him and my husband about Bollywood and various locations in Switzerland, and at the same time taking interviews with various tourism professionals and collecting data. Hence, this triangulation method gave me the possibility to include all the data collected in order to get in depth information to analyse my research questions. Secondary data As mentioned earlier also, the secondary data in this thesis is the literature review on the key actors of film tourism. The purpose of this review is not only to discover about the existing research, from a quantitative as well qualitative stance about film tourism, but also from a more explorative angle, to find out what kind of strategies are used by various key actors of film tourism and their collaboration with each other to capitalize on distant markets, in order to use
Film_Tourism_10.docx