CHAPTER03: RESEARCH METHODOLOGY
A quantitative method can be used and is good when the goal of the research is to notice the
relationship between variables (Creswell, 2003), but a qualitative methodology is suitable when
the goal of the study is to examine a fact by trusting on an individual's awareness and perceptions
in a given situation (Stake, 2010). The questions of the research or subject being investigated
define which approach will be employed to investigate a topic (Denzin & Lincoln, 2005). In the
Present study we have employed two separate strategies for primary data collection firstly
questionnaire which is Quantitative Design whereas Secondly, we have employed Interview
which is Qualitative Design.
First, we will discuss the Research Methodology 1 here and then Research Methodology 2 in this
chapter.
Research Methodology 1: Quantitative Questionnaire Approach
3.1 Introduction:
The methodology in Employed in this section of study is Quantitative in nature. A close ended
questionnaire on Likert Scale was devised to get a diversified and more accurate response from
the target population. The Questionnaire contained a total of twenty questions, which were
related to our Dependent and independent variables. The responses were converted into
quantifiable research design and converted the data into cross-sectional data.
3.2 Data Collection:
For Questionnaire Data collection, the present study collected primary responses from the local
population of Kalam Valley. Due to cultural constraints the study only interacted with Local
Male Population. Majority of respondents were literate, as the 43% of male population of Kalam
Valley (Swat) are literate. (Gov, 2024). The inclusion of Literate Respondents in the study was
basic criteria for the study as sustainability as Development goal is not understood by common
people of Pakistan due to education and language constraints
3.2.1 Sample Size
The study Sample sized was 75. Seventy-five locals of Kalam participated in the
study and responded to the Questionnaire.
3.2.2 Likert Scale
This study has employed close ended questionnaire on a 5-Point Likert Scale. The
points of scale were designed as: 1- Strongly Disagree; 2- Disagree; 3-Neutral; 4-
Agree; 5-Strongly Agree. The primary goal behind using /Likert scale was to
gather responses with more variation and convert these responses into numerical
values. Whereas the use of close ended Questionnaire enabled us to get specified
Answers (Marsden & Wright, 2010).
3.2.3 Quantifying the Data
Values were assigned to the 5-Point Likert Scale as: 1= Strongly Disagree; 2=
Disagree; 3=Neutral; 4=Agree; and 5=Strongly Agree.
3.2.4 Cross sectional Data
The response from 75 participants on 20 Questions, these question responses were
quantified and then after further sub indexing into study variables was Cross
sectional Data. The data after indexing comprise four variables at a single point of
year 2023 and with 75 no of observations one for each participant. Hence making
a data matrix of 75*4 Cross Sectional Data. Cross Sectional Data is the result of
data collection, carried out at a single point in time on a statistical unit. Cross
sectional data users do not focus on the change of data with time but focus on a
current, valid opinion of respondents about the questions in a survey ([Link],
2024). The conversion of our questionnaire response into questionnaire aligns
with our research goals to study the current state of perception of Local.
3.2.5 Measurement and Reliability of Variables:
The Questionnaire was revised by Environmental Auditors and Professors to
counter check the validity and reliability of the Questions used in questionnaire
better represent the variables. Average value of these Questions responses was
used to calculate the value of the variables. This quantifying and indexing method
for measurement of sustainability related variables can be counted as innovative
contribution towards the research as it can also be used in future studies.
The Below Table 3.1 represents and provides details of the dependent,
independent variables of the study.
Variable Variable Q No. Symbol
Category
Independen Tourism Contribution to Local economy 10 to 15 TCTLE
t Variable
Environment sustainability of Tourism 5 to 9 EST
Tourism Contribution to Development 16 to 20 TCDLC
of Local Culture
Dependent Perception/Awareness of Sustainable 1 to 4 AST
Variable Tourism
3.3 Questionnaire Response Statistics
Following is the summary of Responses we gathered from 75 respondents of the study. For this
section we have simplified for better understanding at the type of response we gathered from
respondents. We have constructed three categories of our LIKERT SCALE 5 Point Data; Firstly,
we have merged Disagree and Strongly disagree together, Secondly Neutral and Thirdly we have
merged Agree and Strongly agree for interpretation of response in a simplified manner.
Below Table 3.2 the Questionnaire Response Summary Statistics
Q Question Theme Respondent
No. Answer %
1 Sufficient Awareness of Sustainable Tourism by Local 77 % Disagree
23% Agree
2 Locals’ perception that there is Implementation of Sustainable 63 % Disagree
Practices by govt
37% Agree
3 Locals’ perception of Sustainable Tourism has impact on 95% Agree
Development
4 Locals Perception whether Sustainable Tourism Practices are 100% Agree
useful
5 Involvement of Locals in Environmental Sustainability during the 67% Disagree
Tourism activity
33% Agree
6 Local feedback, if Tourism is negatively affecting Environment 96% Agree
7 Local community satisfied with the environmental protection 55% Disagree
during tourism activity
45% Agree
8 Current State of Sustainable Tourism satisfactory 98% Agree
9 Involvement of Local community in promotion of sustainable 49% Disagree
Practices
31% agree
20% Neutral
10 Tourism has Impact on Economy 68% Agree
32% Disagree
11 Tourism has impact on Job Creation 93% Agree
12 Revenue earned from tourism reinvestment in local Economy 80% Disagree
20% Neutral
13 Local Tourism Businesses follow sustainable practices 59% Disagree
41% Agree
14 Locals ambition towards implementing sustainable tourism 70% agree
practices
30% Disagree
15 Current sustainable tourism practices promote cultural exchange 82% Agree
between locals and tourists
16 Locals’ involvement in cultural heritage programs 52% Disagree
27% Agree
20% Neutral
17 Local authorities promote locals’ culture in tourism activity 86% Agree
14% Disagree
18 Representation of Local Traditions and Culture in Tourism 100% Agree
19 Tourism has impact on awareness of Cultural Heritage 88% Agree
12% Disagree
20 Tourism contribution to awareness and appreciation of Locals 96% Agree
cultural heritage
Through the result interpretation of the responses of the sample target group, the variable is
calculated on average value of responses of the relevant questions mentioned in table 3.1. The
quantitative methodology is used to establish the link between all three hypothesis of study and
to provide a joint conclusion of the study to establish the impact of local’s perception on the
sustainable tourism in kalam valley.
3.4 Empirical Model:
This section presents the econometric models of our study. The primary objective of our study is
to study the impact of three measure of sustainable tourism practices which is independent
variable firstly, Environment sustainability of Tourism, secondly Tourism contribution towards
Tourism Contribution to Local economy and thirdly Development of Local Culture through
Tourism on our dependent variable Perception/Awareness of Sustainable Tourism practices by
Locals as Dependent variable. The below multivariate regression will be the primary tool for
determining the relationship between Environment sustainability of Tourism, Tourism
Contribution to Local economy and thirdly Development of Local Culture through Tourism with
our dependent variable Perception/Awareness of Sustainable.
A ST t =β 0 + β 1 EST t + β 2 TCTLE t + β 3 TC DLC t +ε t (1)
The Symbols of Variables are identified in Table 3.1. Where as ε ¿ is the error/disturbance term.
3.5 Estimation Methods:
This section presents facts on the various statistical tools that have been used in the current
research work to examine the relationship of Environment sustainability of Tourism, Tourism
Contribution to Local economy and Tourism contribution towards Development of Local Culture
through Tourism with our dependent variable Perception/Awareness of Sustainable.
3.5.1 Simple Linear Regression estimation
In order to estimate the empirical Environment sustainability of Tourism,
secondly Tourism Contribution to Local economy and Development of Local
Culture through Tourism with our dependent variable Perception/Awareness of
Sustainable in Kalam Valley we have used Simple Linear Regression estimation
approach.
3.6 Study Variables
In this section, we present the variables that we have used in our study. The selected set of
variables in the current research work is followed from various empirical studies, for instance,
(Zeki Akinci, 2018) Table 3.1 presents the measurement of all variables used in the current
research work.
3.6.1 Dependent Variable: Local Awareness/Perception of Sustainable Tourism
Dependent variable is the variable whose direction of change in value dependents
on the independent variable in a study. In this study Locals Awareness/Perception
of Sustainable Tourism in Klam Valley is our dependent variable during the study
period of year 2023. It is measured by quantifying the response of Questionnaire.
Local Awareness/Perception of Sustainable Tourism is measured by indexing the
four-sub dimension, firstly; either local have sufficient Awareness of Sustainable
Tourism, secondly; Locals’ perception that there is Implementation of Sustainable
Practices by government, thirdly; Locals’ perception of Sustainable Tourism has
impact on Development, and Fourthly; Locals Perception whether Sustainable
Tourism Practices are useful. The indexing method has employed average value
calculation of quantified response.
3.6.2 Independent Variable
The independent variables, alternately known as explanatory variables [see, Gujrati
(2009)], are the type of variables that present quantities that are manipulated in an
experiment. We have incorporated Environment sustainability of Tourism, Tourism
Contribution to Local economy and Development of Local Culture through Tourism.
Below section explains the measurement of all independent variables used in the study.
[Link] Environment sustainability of Tourism
Environmental Sustainability of Tourism is measured by indexing further
five sub categories Firstly; Involvement of Locals in Environmental
Sustainability during the Tourism activity, Secondly; Local awareness
about the negative impact of Tourism on Environment, Thirdly; Local
community satisfied with the environmental protection implemented by
government and tourism businesses during tourism activity, Fourthly;
Current State of Sustainable Tourism satisfactory and lastly; Involvement
of Local community in promotion of sustainable Practices. The indexing
method has employed average value calculation of quantified response.
[Link] Tourism Contribution to Local Economy
Tourism Contribution to Local Economy is measured by indexing into
further six sub categories firstly; Tourism’s Impact on Economy,
secondly; Tourism’s Impact on Job Creation, thirdly; Revenue earned
from tourism reinvestment in local Economy, fourthly; Local Tourism
Businesses follow sustainable practices, fifthly; Locals ambition towards
implementing sustainable tourism practices, and lastly; Current sustainable
tourism practices promote cultural exchange between locals and tourists.
The indexing method has employed average value calculation of
quantified response.
[Link] Tourism contribution to Development of Local Culture through
Tourism
Development of Local Culture through Tourism is measure by indexing
into further five sub categories firstly; Locals’ involvement in cultural
heritage programs, secondly; Local authorities promote locals’ culture in
tourism activity, thirdly; Representation of Local Traditions and Culture in
Tourism, fourthly; Tourism has impact on awareness of Cultural Heritage,
and lastly; Tourism contribution to awareness and appreciation of Locals
cultural heritage. The indexing method has employed average value
calculation of quantified response.
3.7 Statistical Analysis
In this section of our research, we present the statistical analysis tools used in the present study to
examine the relationship of Environment sustainability of Tourism, Tourism Contribution to
Local economy and Development of Local Culture through Tourism with our dependent variable
Perception/Awareness of Sustainable. We start with presenting the summary statistics
(Descriptive Statistics) which summarizes the data set. Then we will use correlation matrix
which show degree of relationship and association among the study variables. Lastly, we will
employ Linear Regression model which explains the relationship and the direction of
relationship between our dependent and independent study variables.
3.7.1 Descriptive Statistics
Descriptive statistic is a statistical tool that simplifies and presents summaries of
huge data i.e. sample data. It is used to define the data by simply describing what
data represents. It is also used to explore the variations that are present in sample
data set.
3.7.2 Correlation Analysis
It defines the strength and direction of association among the variables. It
expresses the relationship between variables. In particular, measures the degree of
linear relationship between the variables. The coefficient of correlation lies in
between plus one and minus one (i.e. ±1). However, sign demonstrates the
direction of change in variables whereas value figure shows the magnitude of
association.
3.7.3 Regression Analysis
Regression analysis determines how the value of dependent variable alters when
independent variable is changed. It represents the amount of variation in
dependent variable to change in independent variables.
Research Methodology 2: Qualitative Interview Approach
3.8. Introduction to Research Approach 2
In qualitative research, valuable and truthful findings can be generated using interviews,
observations, and questionnaires (Patton, 2005). The qualitative technique is used to meet
the goals of this research, which are to analyze the perceptions, awareness, and
engagement of the local population in encouraging tourism in Kalam valley, and is based
on the research questions of the present study.
3.8.1 Justification for Using Qualitative Research Methodology
The qualitative research method is an extensive research methodology that
employs an informed and fully conscious approach to the topic matter (Denzin
and Lincoln, 2005). The multi-layered nature of qualitative research makes it
calmer for specialists to improve a comprehensive picture of the issue at hand
(Denzin and Lincoln, 2005).
The qualitative research method is a wide-ranging technique that focuses on the
relations between variables. Qualitative research requires more time and ongoing
data processing; it also underlines comprehension of the phenomenon rather than
generating predictions about the given situation. In qualitative research, the
researcher helps as a research instrument.
3.8.2. Research Design
The qualitative study's objectives are exploratory and descriptive rather than
explanatory (Ferreirra et al. 1998). The descriptive component of a qualitative
study permits the researcher to clarify the participant's experiences, which can
either help or deter the theoretic hypothesis on which the research is based
(Meyer, 2001).
The descriptive research design helps in accomplishing the aims of qualitative
research by focusing on what rather than why inquiries. The current study is based
on a descriptive research design and attempts to provide a whole description of
the participant's experience. This study pays a descriptive research strategy based
on these arguments.
3.8.3. Data Collection Methods/ Techniques
For facts collecting, several methods such as surveys, questionnaires,
observations, and interviews (structured or semi-structured) can be employed. To
meet the research aims, participant observation and a semi-structured approach of
data collecting from respondents were utilized, as this provides a well-defined set
of guidelines, consistent and comparable data. In this strategy, questions are made
ahead of time and examined during interviews. Cohen (2006) requested that semi-
structured interviews can yield comparable and credible qualitative data.
Researchers collect data through participant observation by interacting with
people on a daily basis. It is a one-of-a-kind strategy with different experience for
learning about human activities and presence by participating in their lives
(Jogersen, 2015).
3.8.4 Unit of Data Collection
The current study’s collecting units are as follows:
UDC 1: Local community of Kalam in relation to tourism/tourist.
UDC 2: Tourist visiting Kalam Valley.
UDC 3: Head/Administration of KP Tourism Development (responsible for
Kalam region).
3.8.5. Sample Strategy/ Technique
This research is being directed using a stratified, convenient, and purposeful
sampling strategy. I apply stratified sampling for UDC1. I create strata of the
local community who are intricate in tourism or tourists, and then select samples
at random from these strata. The stratified sampling method is most commonly
utilized when we divide a large population on which sampling is conducted into
homogeneous subpopulations, which are known as strata (Pirzadeh et al 2011).
For UDC2, I will use convenience sampling, which means that travelers who are
easily available will be included in my sample. Convenience sampling is a
nonprobability sampling strategy in which persons who meet the study's measures
and are easily accessible to the researcher are chosen as sample. This strategy may
help researchers in attaining the desired number of volunteers. Emerson (2015)
defines convenience sampling as grab sampling, accidental sampling, or
opportunity sampling.
For UDC3, I employ purposive sampling. As an informal selection strategy,
purposeful sampling is normally employed in research. It is also known as
judgmental sampling since the researcher chooses what needs to be known and
then goes out to find people who are ready to supply the information due to
capability or experience (Tongco, 2007).
3.8.6 Sample Size
The sample number gives an impression about the whole community’s
participation in a qualitative study. The sample should be the right size. For the
samples that are very different from each other, it's hard to come up with a good
idea (Sandelowski, 1995). Respondents who will participate in the study cannot
be picked ahead of time. This type of research likes to use small groups to get to
the heart of the problem.
Sixty-One people were approached for the study, Fifty-Eight respondents gave
feedback to the interview and provided answers to the study questions with the
right details. Below Table 3.3 gives the demographic details of Interview
Respondents.
Table 3.3 Demographics of Interview Respondents
Respondents Field of Work No. of respondents
Tourism officer TDCKP???????? 1
Assistant Tourism officer TDCKP 1
First Aid Rescue 1122 2
Constable Swat Police 2
Locals Shopkeepers 15
Locals Hotel Managers 3
Locals Restaurants 6
Locals Vendors???????? 7
Locals Caretaker 1
Tourist (Male) Visitors 15
Tourist (Female) Visitors 8
3.8.9. Procedure of Data Collection
After deciding who would answer, the first thing I did was get some questions
ready. I had the interview twice. Early in the summer, in April, there was a group
of talks. The second set happened in June, right after Eid Ul Fitar, when Kalam
Valley had the most visitors. I began to do participant observation and semi-
structured interviews with people from all the groups that were collecting data. It
didn't take long to talk to the head of the Tourism Development Corporation of
Khyber Pakhtun Khwa (TDCKP) and a few of its workers. There were some loose
plans for the talks. Each conversation with a stranger or someone who works in
the Kalam neighborhood had to last at least 20 minutes. Before the interview, I
told everyone what my job was all about. They agreed to help me. Everyone was
busy and didn't speak the same language, so it was hard for me to understand
what was being said. What they said had to be written down so that someone else
could read it later.
3.9 Rapport Building
To carry out a qualitative study, you need to connect things. The study can become a part
of a certain group. It's easy for the researcher to talk about his or her project with people
in the community while getting to know them. Everything is done in a way that fits with
how people in the area think. The researcher also tries not to bother people nearby. Some
of the people who were there were already good friends of mine. With the help of my
friend, I got to know them better.
3.10. Data Analysis
3.10.1. Thematic Analysis
For my research, I've selected thematic analysis. The flexibility and accessibility
of theme analysis are the primary reasons for its use (Braun & Clarke, 2012). In
qualitative research, thematic analysis is generally utilized. Thematic analysis is a
systematic way of classifying, categorizing, and evaluating data to define a
pattern of themes. It particularizes on the facts and addresses a range of issues
through interpretation. In general, thematic analysis provides a description and
interpretation of topics that are mostly related to earlier studies reported in the
literature review. There are two methods to thematic analysis. The first is a
deductive technique based on existing notions that the investigator brings to the
data, while the second is an inductive approach based on the raw data itself (Joffe
& Yardley, 2003). In this work, I produced codes using both the deductive and
inductive methodologies. These approaches enabled me to find themes from the
existing body of information and subject-matter interviews that were applicable to
the general questions of this research.
3.10.2. Transcription
There are numerous approaches for describing data, which are distinguished by
the alliance of formal records or the dictation of principle, as followed in several
tools of qualitative data analysis. I've transcribed data using various transcript
pacts that are well-defined in hygienic or even accurate transcription. The
transcription of video and audio data into written form is an explanatory process
that serves as the initial stage in data analysis. Many qualitative studies attain
video or auditory data, which is then transcribed into textual form for in-depth and
straightforward analysis. Lapadat and Lindsay (1999) describe transcription as the
transformation and translation of an image or sound into written form.
Transcription is a selective procedure that records certain relations and
conversations. Transcribing was thought as a clear-cut technical process, but it
actually wants judgment about what degree of information to pick, convey, and
interpret (Bailey, 2008). The study attempts to create a logical text resembling
individual opinion in simple and imaginative phrasing empty of situational
constraints.
3.10.3 Familiarization
Familiarization is the second stage in qualitative research in which a researcher
becomes aware with the complete data set before proceeding. Making notes and
jotting down early impressions is supportive at this point (Maguire & Delahunt,
2017). Observational remarks, word-for-word transcription of data, interviews,
discussion, recording, and many other sorts of qualitative data were included. This
study was based on these forms of data, and after gathering information from
respondents, filed notes and transcripts were cautiously studied and recorded. All
transcripts (interviews) were read three times to become aware of the transcripts
and to search for patterns and alternative clarifications in the data that would
otherwise be unfamiliar.
3.10.4. Indexing and Coding
This section is produced when the researcher has been familiar with the data and
has acknowledged the interesting points in the data. Following the first stage, the
data was assigned initial codes. Indexing is the process of assigning initial codes
to data. Indexing is the process of designating the initial data with codes. Indexing
involves classifying sections or pieces of data that relate to a theme. Indexing is
often useful to all acquired textual data (Maguire & Delahunt, 2017). And codes
are labels that give symbolic meaning to descriptive or inferential data gathered
during a study (Elliot, 2018). Themes created by theory or facts are used to
generate codes. Additionally, it depends on on researchers to either code the
whole content or data or simply select parts of the data. It can be done in two
ways: through software programming or manually. In my research, I did all of the
coding by hand.
3.10.5. Identifying and Characterizing Themes
The theme is the most appropriate feature of the data that is most related to the
research questions. A theme in data often conveys a meaning or pattern of
response (Braun & Clarke, 2006). Both categorization and identification of
themes initiated early in this investigation and continued till the end. The possible
themes were documented and developed during the whole coding process for the
development of the final report, origination with the transcript reading. I applied
codes to the transcripts of interviews, not just one but several. Almost every code
expected its own thematic chart. Each main code is additional subdivided into
sub-codes. In the second step, the data was flattened into keywords using the data
reduction approach. These keywords provide a clear outline of the total data set.
3.10.6. Data Verification
Data confirmation in qualitative research is a non-linear process. Numerous
strategies are used to confirm qualitative data, and one of the most frequent and
significant is triangulation, which includes obtaining the same facts on the subject
matter, events, or experiences using various tools. Triangulation was used to
double-check data collected through semi structured interviews.
3.10.7. Ethical Consideration
Morality is an essential part of the study. Numerous ethical issues were taken into
account when carrying out the study to guarantee that it was carried out properly.
All partakers provided verbal consent after the interview and data collection. The
goal of the organizational interview survey was completely understood by all
respondents. It is declared that the information submitted will be kept private and
shared only with their supervisor. Their identity will not be open without their
permission. The respondent has the option to quit at any time during the
interview. Permission was assimilated from all respondents to record the
interview, with the exception of a very small percentage of my respondents who
had no trouble recording the session. All of my respondents are delighted to
participate in interview.
3.11. Area of Study and Locale Description
In this section, we shall talk about the geographic location of my research area. The first section
deliberates the broad area, followed by the section of my study where I gained my data.
Map 3.1 Pakistan Capital (Islamabad) & Kalam
Kalam Valley is geographically nearby Islamabad, the capital city, and is surrounded by a natural
scenery that adds to its intrinsic worth. Kalam Valley is situated in the Swat District of Pakistan's
Khyber Pakhtunkhwa (KPK) province. It is bounded by Khyber Pakhtunkhwa and has a link to
Kashmir. This strategic location provides easy entrance for travelers from other provinces, letting
them to accessibly see Kalam Valley's scenic beauty and cultural richness.
Source: [Link]
1s0x38dce4e4edd056a9:0x179ebb1f00409800?
sa=X&ved=2ahUKEwjm15jj14SDAxXQ3gIHHcF4D5QQ8gF6BAgMEAA&hl=en-GB
The Kalam Valley has been selected as the study region to meet the purpose of this research
because of its historical significance, geographical richness, and reputation as one of Pakistan's
most prominent hill stations. Kalam Valley is located in the Swat District of Khyber
Pakhtunkhwa, at an elevation of roughly 6,565 feet above sea level, and covers an area of 330
kilometers (205 miles) by road. According to the 2017 census, the total population of the Kalam
Valley region was 84,434. Males and females have literacy rates of [insert percentage] and
[insert percentage], respectively, with an total literacy rate of [insert percentage] for those aged
15 to 24. Despite high literacy rates, the Kalam Valley unemployment rate is [insert percentage],
with [insert percentage] of the people involved in various areas. Unfortunately, child labor exists,
with [insert percentage] of children aged 5-14 years working (MICS, 2007-08).
Map 3.3 Area of Data collections
Ushu Forest, Matiltan Valley, and Shahi Bagh are just a few of the attractions in Kalam Valley.
Remarkable locations include Mahodand Lake, which attracts a substantial number of tourists
and aligns with the study's aims. Gabral, for example, were selected due to their popularity
among tourists, allowing for a targeted study to gather information. Kalam Valley's distinct
weather patterns offer an air of unpredictability, adding to its beauty and attractiveness. While
the whole region and people cannot be comprehensively covered due to time constraints,
particular sites such as Boyun village and Bahrain have been purposely chosen to encounter the
research objectives.