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White, Leanne ORCID: 0000-0002-7898-0091 (2018) Combining qualitative and quantitative research: semiotics, structuralism, and content analysis. In: Handbook of Research Methods for Tourism and Hospitality Management. Nunkoo, Robin, ed. Handbooks of Research Methods in Management . Edward Elgar, Cheltenham, UK, pp. 373-383.