The method used will be that of the case study. This is a research strategy that can include multiple research methods and data sources (Yin, 2003). Yin defines a case study as ‘an empirical inquiry that investigates a contemporary phenomenon within its real-life context, especially when the boundaries between phenomenon and context are not clearly evident’ (Yin, 2003, p. 13). This research falls into this category because I present the Parc Safari within its context, as an ongoing phenomenon, and the narratives at work, which constantly evolve from year to year. The choice of the Parc Safari was made because of its historical quality. The Parc Safari is one of the oldest theme parks in Quebec, and it is an influential park for the other theme parks in the province. The analysis will use two methods: (i) content analysis of the land records; and (ii) thematic analysis of the promotional materials of the park and the county.
The data were extracted from a study conducted with the Parc Safari that was designed to examine the satisfaction components of visitors to the park. The qualitative analysis was conducted in two different ways. The first part was to identify the content of the local land planning documents that address the issues of tourism development and, more specifically, the issues of land uses of the Parc Safari. The second data collection was the analysis of the promotional material, specifically brochures and websites, of the Parc Safari and the other local tourism businesses to identify the themes used to promote the area, specifically brochures and websites. The brochures were collected at the main tourist information office in the region. The websites were selected from the destination management organization’s listings. I analysed the narrative put forward on the front page of the businesses’ websites and throughout the brochures.
Each brochure and web page was coded. The text was transcripted in NVivo, and each image transformed into a descriptive sentence. Then all the textual material was codified with the main theme of each document as a node. I then categorized the discourses for the two entities, the park and the local area.