Content Analysis is a widely used research method but often explored for qualitative analysis. However, there are challenges with the trustworthiness of qualitative content analysis and limitations with the size of data to be analysed. With the advancement in technology, increasing theoretical understanding and the need to process large amounts of data, this study expands the scope of content analysis. First, to recognise its prospects as a quantitative research method in tourism and hospitality, making it more transparent, effective, and replicable. Second, the study presents measures to ensure the trustworthiness of content analysis research, by recommending the use of online coding sheet, coding book, coders training and coders independence. Third, the study presents a new approach to content analysis which involves coding using an online form, data downloaded .csv file format and subsequently exported to statistical software for further descriptive and statistical analysis.