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Qualitative research methodology is widely used in understanding tourism markets as it helps explore consumer behavior, perceptions, motivations, and experiences in depth. Unlike quantitative research, which focuses on numerical data and statistical analysis, qualitative research emphasizes descriptive information and subjective interpretation of social phenomena. In tourism studies, it is useful for analyzing tourist preferences, destination image, service quality perceptions, and _______ ______ _______ __________ _______ ______ ___ ________ _____ _______ _________ ________.
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