The article proposes a new methodological approach to facilitate content analysis of electronic textual data in a more efficient and transparent way. The textual data are processed iteratively by two software products, CATPAC and WORDER. This approach permits smoothing of the original textual data, identification of the variables of interest, frequency count of the occurrences of these variables in the texts being processed, storage of frequency results in general purpose statistical packages, and subsequent dimensional reduction of word-frequency data by means of factor analysis. Application of this methodology is illustrated on three examples of destination-image studies, which cover content analyses of open-ended responses to e-survey questions, texts from tourism Web sites, and newspaper articles. Advantages and disadvantages of the proposed research technique, its contribution to tourism studies, and the place of the approach within the quantitative paradigm of content analysis are also discussed.
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