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This chapter introduces the approaches and methods employed in a four-country research project that resulted in the 2017 report The People in the Pictures: Vital perspectives on Save the Children’s image making. It presents and explores the ethical issues that emerged throughout the process of the research, particularly in relation to photo elicitation – the use of images (still and moving) within both interviews and focus groups. Interviews and focus groups took place in the UK, Jordan, Bangladesh, and Niger with a total of 202 research participants. The research involved sharing Save the Children content (fundraising materials, published reports, online news features, TV adverts, and short films) with research participants. Research participants included those featured in some of these visual communication materials (referred to as contributors), and other individuals within their communities (referred to as non-contributors). The following principles and decisions informed the research design: safe and ethical practice; inclusive, engaging and accessible approaches; the participation of children; prioritising first-hand accounts; no photography or filming; and the preparation of location- and language-specific resources for each interview and focus group. The main ethical issues to emerge during the design of the research related to predicting (and responding) to any potential negative impacts of the research on participants, particularly contributors, but also children. The researchers also experienced some unexpected ethical encounters, including visual materials causing some concern or distress. Additionally, assuring research participants’ anonymity led to the necessity of extra care when publishing the report and the use of images within that.

In this chapter, the authors discuss the use of various kinds of images, namely photographs, drawings and verbal metaphors, as research data. These, perhaps less conventional forms of data, have been used to identify and probe deeper into beliefs and conceptions that are closely connected with identities, but which might not be obvious to the research participants themselves. The purpose of this chapter is to provide examples of how images can be used in research, and to identify some of the features particularly pertinent or specific to the use of images. The authors draw on their own research using these forms of data in studies on teaching and learning in higher education. The authors describe key issues related to data collection and analysis, and identify challenges in these processes. They also discuss trustworthiness of images as data and dependability of interpretations in the process of analysing photographs, drawings and metaphors, and identify ethical perspectives specific to research utilising these data.

This research uses interpretive phenomenology to investigate the effect of visitor–destination interactions and image formation. It seeks to understand the processes that lead the visitor to make sense of his destination experience for her/himself and to others, and transmit that image through his story. A subjective personal introspective SPI and longitudinal observation have been used to collect data and acquire an insider perspective on the image of France as a place experienced by an Asian researcher who is living, experiencing, working, visiting, and traveling in France. The results of this research tend to move the understanding of destination image formation forward by taking a holistic approach that allows researching personal image perception and construction from genuine insider perspective as it is qualified by the individual within his own experiences. The main contribution of this research is to show how the image of a destination might evolve from a tourism destination to a mundane consumption place. This idea emphasizes the transformation of a tourist to a nontourist consumption place.

A country image is a generic construct created by a wide range of factors as representative products, national characteristics, economic and political backgrounds, history and traditions. In times when environmental protection and performance have become two of the world’s most important priorities, such a general view of a particular country should include green dimensions as well. Literature review suggests a lack of literature on the coexistence of country image and green orientation. The goal of the chapter is to bridge the gap in the research literature about the green image of a country and to explore the level of awareness of its existence among tourists. Therefore, after secondary (desk) research, primary (field) research in two stages was conducted. Both qualitative and quantitative techniques were used in both stages. Firstly, group interviews were conducted among tourists in the capital of Croatia. Then, a survey was carried out with 250 tourists who shared their perception of the environmental practices in Croatia. The research results indicate that Croatia has a green image mostly because of its unspoiled nature and natural food assortment. However, the implementation of environmentally responsible activities is lacking, especially those related to waste and energy management, as well as fundamental knowledge and experience of Croatian citizens on how ecological awareness contributes to higher quality of life.

Satellite images can be a powerful source of data for analyses of conflict dynamics and social movements, but sociology has been slow to develop methods and metadata standards for transforming those images into data. We ask: How can satellite images become useful data? What are the key methodological and ethical considerations for incorporating high-resolution satellite images into conflict research? Why are metadata important in this work? We begin with a review of recent developments in satellite-based social scientific work on conflict, then discuss the technical and epistemological issues raised by machine processing of satellite information into user-ready images. We argue that high-resolution images can be useful analytical tools provided they are used with full awareness of their ethical and technical parameters. To support our analysis, we draw on two novel studies of satellite data research practices during the Syrian war. We conclude with a discussion of specific methodological procedures tried and tested in our ongoing work.

Photographs are primary source documents that, like manuscripts and printed documents, carry layers of embedded information. As an example of a research strategy that can be used to study the time, place, and context of the development of early photographic businesses in America, a project to research and geo-reference the early photographic studios in New York City using information culled from imprints, census records, city directories, and other period sources is described. This case study example will focus on analyzing photographs and photographers operating in New York City and Brooklyn from the birth of popular photography in the 1840s to ca 1870s, and what researchers can learn about the development of the urban environments during this era. The study will provide an example of a research trajectory, brief background on the processes and early photographic business development, and note some of the research challenges that arise using historic photographs to study urban environments.

Scholars acknowledge the crucial role of values in influencing behavior and market choices. This paper examines the role of consumption values in influencing destination image and travel behavior by proposing a destination image formation model. Having as theoretical base the means-end chain theory and the theory of consumption values, the model suggests that destination image is a function of five consumption values and that these in turn influence travel behavior. The essay discusses some pertinent issues with respect to the measurement of such values. This involves conducting in-depth interviews based on the laddering technique, developing a structured questionnaire based on data from laddering, applying fuzzy logic to quantify the consumption values, and finally using k-means clustering to define segments of travelers holding similar images of the destination.

The paper emphasizes that combined use of a qualitative data collection method such as laddering with a structured questionnaire is an effective way of researching consumption values and their influence on image and travel behavior. The study also discusses a k-means clustering approach to define segments of travelers holding similar images of a destination and the degree of membership of travelers to each value. The paper concludes that segmenting travelers based on their consumption values enables destination marketers to better understand travelers' behavior. Value research has particular application for market analysis, segmentation, destination product planning, and promotional strategies. This paper contributes to the very limited number of studies that analyze the influence of consumption values on destination image and travel behavior. The theoretical frameworks and methodological approaches that the paper proposes are also new contributions to destination image studies. However, the paper does not empirically test the theoretical frameworks and methodological steps. To contribute further to this field of study, scholars should attempt to empirically test the approaches that the study discusses.

Image-based researchers have previously noted the failure of institutional ethics guidelines and frameworks to adequately address the issues and methodologies used in visual research, citing a need for more creative and flexible approaches. Screen scholars work with traditional (non-visual) data sources, human subjects, visual data, and colleagues. This produces a range of ethical issues which are not addressed by institutional frameworks, based as they are on individualism and utilitarian ideals. Drawing on the ideas of Johann Neem and Savannah Dodd, this chapter suggests the need to shift our research practices towards a more collective, reflective, and empathetic mode of working.