Analyzing Cultural Saliency in Hedonistic Tourism Experiences Using Free Listing, Multidimensional Scaling, and Graphic Layout Algorithm

In this study, comparisons were made between two related cultural domains pertaining to a hedonistic tourism experience (spring break) using free listing to elicit constituents of related cultural domains, both cognitive and behavioral. Data were analyzed using a variety of methods and visualized using multidimensional scaling and graphic layout algorithm. Conflicting evidence for both similarities and differences was found between the two cultural domains under study. Tentative conclusions were reached concerning the relationship between the two related cultural domains only through a combination of multiple methods of analysis. Findings validated free listing as an emic tool and reinforced the confirmatory value of complementary methodologies in tourism research.