Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Table 1.
Impact of 9/11 on Selected Travel Behaviors
. 
 
Impact 
Percentage of 
respondents 
during the first month 
following 9/11 who . . . 
Percentage of 
respondents 
since mid-October, 2001 
who . . . 
Considered canceling an airplane trip 
27.0% 
15.0% 
Planned to stay close to home when you traveled 
24.3% 
13.6% 
Considered canceling a trip to a major city 
21.4% 
10.3% 
Canceled specific travel plans because of the danger or 
terrorist attacks 
17.0% 6.8% 
Planned to avoid public places 
15.1% 
6.0% 
Planned to avoid business travel 
10.5% 
6.9% 
Mental Mapping Respondents’ Reaction to 9/11 
The text base for this stage of the data analysis was generated from the answers of surveyed travelers to the 
open-ended question. All texts were first "cleaned" to eliminate grammatical errors and then assembled into a single 
text file. Content analysis methodology (Krippendorff, 2003) was adopted for its ability and usefulness in analysis 
of large text databases in a particular context. Such a qualitative approach is an inductive process that emphasizes 
the fit between data and an emerging phenomenon, rather than on progressing deductively from 
a priori
hypotheses. 
For the final data analysis, ATLAS.ti (ATLAS.ti Scientific Software Development GmbH, 2006) was used to 
examine the collected qualitative data in an organized fashion and identify recurrent themes and patterns. These 
themes were then combined to form ‘codes’ that helped tag and connect different aspects of the data. Subsequently, 
an explanatory network with the codes (logical nodes) and their relationships (conceptual links) was developed and 
mapped. The authors then interpreted the results based on the networked structure. 
Figure 2 illustrates the mental model mapping that resulted from this phase of the data analysis. This 
network of codes and relationships suggests that the textual data fit the proposed model of hazard response. The top 
branch of the map, for example, depicts the responses of travelers who reported that 9/11 had not impacted their 
behavior. Comments such as “No change,” “No worry,” and “Normal life” typify these people. This pattern of 
response seems to reflect a hazard response style that denies the existence of risk. In contrast the bottom two 
branches of the network appear to reflect reactive response to the risk of terrorism. Respondents in these two 
typologies included actions such as paying more “Attention to surroundings,” taking “Less travel,” doing “More 
driving,” and being “Alert,” “Aware,” and “Cautious” when traveling. Overall this mental mapping exercise 
appeared to support the hazard response model, suggesting that this sample of travelers could be typed into four 
groups reflecting denial, acceptance, mitigation, and loss reduction in the face of terrorism.