There are two types of content analysis: inductive and deductive. The inductive approach is more exploratory, and it does not use a predetermined set of codes; instead, you develop the code categories during the research, as you observe things that you want to track. In contrast, a deductive approach begins with a codebook that was generated through prior theory or observations, so that you can systematically compare which sources have which kinds of content.

In addition, there is a third option which is a hybrid approach, where you begin with a deductive codebook, but expand your set of codes as you notice new things in the data.

Thank you, this was very helpful! David L Morgan

Was going to add a post, but David's said it all really.

If you are doing an analysis of two destinations you can do an A/B statistical test (t-test) to determine which of the observed website variables have statistically significant difference. You can do this manually or deploy SPSS or STATA. If you want to analyse text and/or pictures, you can use MAXQDA ir similar software for qualitative data analysis. That way major terms, themes and relations between them can be analysed. The most important is to determine whether it is an applied/consultancy work, or it should start with a clear academic concept with variables to measure: e.g. branding for sustainability, sust. product development, implementation of sustainable tourism.

Content analyis is one of the methods for exploratory research.content analysis could be done thru relational analsyis or conceptual analysis.The content could be text files like research papers or interview or could be video or audio or pictures.Further nvivo is very useful in content analysis