Understanding Place through use of Mixed-Method Approach

With the increased application of the activity-based approach comes the inherent need to incorporate more details regarding behavior. This need for detail has, in turn, created the need for a deeper understanding of, and theoretical basis for, behavior; data collection and analysis methods that handle more behavioral detail are also needed. Therefore, the use of qualitative and mixed-method approaches in travel behavior has received increased attention over the past few decades. In this paper, quantitative and qualitative methodologies are discussed and applied to data collected in Santa Barbara, California, to measure peoples’ attitudes about their sense of place. Quantitative and qualitative methods are applied, first through a factor analysis and, second, through a qualitative analysis of text from an open-ended question; the results of the two methods are compared. Four factors are derived: the aesthetics and atmosphere, the family- and community-oriented nature of the place, the negative aspects of the place, and the self-benefit of the patronage. The findings of the factor analyses are compared and combined with a text analysis to reach a greater understanding of sense of place and behavior. In addition, unique themes arising from the text analysis are discussed, including parking availability and cost, shopping variety, and the urban environment. Theoretical developments and implications for future research are discussed in light of the analysis findings.