ABSTRACT
This chapter provides a qualitative hermeneutic approach, which implicitly employed these principles of hermeneutic analysis, with a traditional quantitative content analysis in the investigation of the textual elements of the promotional literature. In the late 1960s, there was a reaction against quantitative methods within human geography. Traditional quantitative methods such as frequency counts and key word analysis have been joined by more qualitative approaches which seek to determine the latent messages in communicated materials, although studies on the content of place promotional materials are limited. G. M. Robinson identifies four broad categories of qualitative techniques which are most commonly used by geographers: questionnaire survey methods; non-directional interviews or informal surveys; participant observation; interpretation of "supporting" documentation and "texts", e.g. plans, paintings, newspapers, advertising. A quantitative assessment indicated the medium and format of the place promotional messages and the different elements of the format provided the smaller component units used for additional analysis.
