University of California Transportation Center

With the increased application of the activity based approach comes the inherent need to incorporate more detail regarding behavior. This need for detail has in turn created a need for both a deeper understanding and theoretical basis for behavior, and the incorporation of data collection and analysis methods to handle more behavioral detail. Because of this, the use of qualitative and mixed method approaches in travel behavior has received increased attention over the last few decades. In this paper, quantitative and qualitative methodologies are discussed and applied to data collected in Santa Barbara, California, measuring peoples’ attitudes about places (sense of place). Both quantitative and qualitative methods are applied using first a factor analysis and complementing this with a qualitative analysis of text from an open-ended question. The findings of these analyses are compared and incorporated to contribute to a greater understanding of both sense of place and behavior. Theoretical developments and implications for future research are discussed in light of analysis findings.