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OVER THE YEARS THE PROMOTION AND DEVELOPMENT OF TOURISM ACTIVITY HAS SIGNIFICANTLY EXPANDED DUE TO THE FACT THAT PEOPLE HAVE RECOGNISED THAT TOURISM HAS BECOME A POWERFUL ECONOMIC AND SOCIAL FORCE WHICH PRODUCES JOBS, INCOME, TAXES, SATISFIES PEOPLE’S NEEDS AND WANTS AND THEREFORE CREATES CUSTOMER VALUE. TOURISM RESEARCH PLAYS AN IMPORTANT ROLE IN GAINING INSIGHT INTO THESE NEEDS AND WANTS AND CONSEQUENTLY ACHIEVING SUCCESS. IN FORMER TIMES QUANTITATIVE RESEARCH METHODS WERE ENJOYING MUCH PRESTIGE IN SOCIOLOGY AND METHODOLOGY OF TOURISM RESEARCH (COHEN (1988), P. 29). RESEARCHERS WERE CONVINCED THAT QUANTITATIVE RESEARCH IS THE ONLY METHOD TO RECEIVE NON-BIASED AND RELIABLE RESULTS...
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