Semarang, Indonesia — 4 September 2025. The Department of Business Administration, Faculty of Social and Political Sciences (FISIP) at Universitas Diponegoro (UNDIP), through its IGNITE – Inclusive Green Innovation, Transformation & Entrepreneurship program and with support from the World Class University (WCU) Program – Postdoc International Scheme, convened an international workshop titled “Content Analysis Methodology in Tourism & Business Research.” Delivered online via Zoom, the session featured Prof. Mamoon Allan, Ph.D, Professor of Tourism at The University of Jordan (Scopus h-index 12; Google Scholar h-index 20).

The event opened with remarks from Dr. Teguh Yuwono, M.Pol.Admin., Dean of FISIP UNDIP, with acknowledgments to Prof. Bulan Prabawani, Chief of IGNITE. The workshop was moderated by Anis Qomariah (Department of Business Administration, FISIP UNDIP).
A total of 52 participants attended, including undergraduate (S-1) and master’s (S-2) Business Administration students from UNDIP, alongside individual attendees from Sichuan University (China) and Zakariya University, Multan (Pakistan).

Prof. Allan outlined core foundations of qualitative content analysis (QCA)—from classic definitions and Krippendorff’s conceptual framework to practical distinctions between qualitative and quantitative content analysis, sampling logics, and outputs. He emphasized systematic yet flexible coding (inductive, deductive, or combined), transparent codebook development, and trustworthiness (e.g., intercoder reliability, audit trails, reflexivity, and ethical data use). He also surveyed tools commonly used in QCA, including NVivo, ATLAS.ti, MAXQDA, and Dedoose, and mapped major data sources relevant to tourism and business studies (interviews/focus groups, reports, policy and corporate documents, news and web content, social media posts).

Linking method to domain, Prof. Allan reviewed applications in tourism and hospitality—such as destination image analysis, online review analysis (e.g., guest satisfaction and service gaps), and evaluations of sustainability/CSR communication—and demonstrated a step-by-step QCA workflow using Bali travel blogs (scoping, purposeful sampling, inductive coding, code refinement, theme development, interpretation, and implications for branding). He also referenced Miles & Huberman’s three-stage logic (data reduction, data display, and drawing/verifying conclusions) to structure analysis and reporting.

“Content analysis is fundamental to producing credible, actionable research,” said Dr. Teguh Yuwono. “Today’s workshop strengthens our capacity to analyze policy and corporate documents, user-generated content, and performance reports that inform both scholarship and practice.”

“IGNITE’s mission is to bridge rigorous research with real-world outcomes,” added Prof. Bulan Prabawani. “By advancing methodological skills in tourism and business studies, we help our faculty and students contribute solutions for inclusive and green transformation.”

Although this edition took place online, UNDIP organizers expressed their intent to host Prof. Allan for an on-campus visit in Semarang in the near future to tour the Faculty of Social and Political Sciences and engage with faculty and students.

About IGNITE (Inclusive Green Innovation, Transformation & Entrepreneurship)
IGNITE is an initiative of the Department of Business Administration, FISIP Universitas Diponegoro, advancing research, teaching, and community engagement at the nexus of sustainability, inclusive innovation, and entrepreneurship.

About FISIP Universitas Diponegoro
FISIP UNDIP is a leading social and political sciences faculty in Indonesia, committed to high-impact scholarship, global collaboration, and evidence-based solutions that serve industry and society.