research methods for tourism students

Contemporary Research Methods in Hospitality and Tourism

Table of contents, introduction.

This first chapter provides an overview of all the chapters included in this book. This book focuses on contemporary research methods in hospitality and tourism. Revisiting the traditional research methods is necessary for academia and practitioners in the hospitality and tourism field. New understandings and interpretations of traditional research paradigms such as positivism and interpretivism as well as more recent paradigms such as realism and pragmatism in the context of hospitality and tourism are vital to strengthen the research practices. We hope that the edited book can help researchers and practitioners in our field in their research journeys and applications.

Contemporary Research Paradigms and Philosophies

Understanding the most appropriate research philosophy to underpin any piece of scholarly inquiry is crucial if one hopes to address research problems in a manner distinct from those already evidenced across extant literature. Distinct philosophical ideas and positions are often associated with specific research designs, therefore influencing the research approach adopted in any given study. Identifying an appropriate philosophical approach requires robust comprehension of how philosophical positions differ, alongside a reflective understanding of one's own perceptions and beliefs regarding what knowledge and reality “are” and how new knowledge is discovered, developed, and/or confirmed. This chapter therefore discusses different research paradigms and philosophies in order to identify core distinctions therein, highlighting the advantages and the challenges associated with different philosophical approaches to research along the way.

Procedural Ethics vs Being Ethical: A Critical Appraisal

Tourism researchers, like those in other fields, are subject to multiple ethical dilemmas. Consequently, scholars in the field have called for researcher reflectivity, and specifically ethical reflexivity. Based on this it is recognized that when conducting research merely meeting procedural ethics requirements may not be sufficient. Rather, there is a need to move beyond procedural ethics to capture ethics in practice and to critically recognize what it takes to be ethical when undertaking research. This reflective chapter contributes to the discussion on research ethics in tourism by sharing critical reflections on the ethical journeys of the chapter authors, all of who, in differing ways, study sensitive topics. As such, the chapter draws on work looking at sensitive content on social media, disabled children, sex, and bestiality. The chapter highlights the ongoing and responsive approach to being ethical adopted by these researchers. The chapter reveals how ethical issues and challenges unique to the individual researcher were navigated in practice. Overall, the chapter challenges researchers to be ethical in their research rather than simply conform to research ethics procedural requirements. It calls on researchers to engage in critical and adaptive thinking while balancing radical and traditional approaches to ethics.

Get on Task: A Pragmatic Tutorial on Planning and Conducting a Systematic Literature Review

This chapter provides a roadmap for a systematic literature review built around the guiding questions of basic research design. First, we highlight the relevance and development of systematic literature reviews in tourism research. Second, we put the systematic review into perspective by outlining its characteristics and by clarifying the methodological assumptions. Third, we bring together recommendations based on previous research and review guidelines and present a step-by-step tutorial for a systematic literature review. From this chapter, readers will understand the foundations of systematic literature reviews, will be able to apply the methodology to their review projects and are introduced to further readings and best practice examples.

Bibliometric Studies in the Hospitality and Tourism Field: A Guide for Researchers

Bibliometrics is an instrument that allows the analysis of evolution, current state, and future trends in a scientific field. Many disciplines, such as hospitality and tourism, have undertaken bibliometric studies. Based on a review of the leading bibliometric methods used in the main bibliometric documents published in the hospitality and tourism field between 2010 and 2019, this chapter aims to propose a bibliometric guide to help researchers undertake studies based on bibliometric techniques, both evaluative and relational. Any bibliometric research comprises five phases: setting the research questions, selecting the appropriate database, establishing the criteria to follow, filtering the data, applying the proper methods, and analyzing the results. This chapter elaborates on these stages, highlighting the most important evaluative and relational techniques to study the structure of a scientific field from a bibliometric approach. Bibliometric studies provide valuable knowledge for academia, governments, and research centers. It also helps journals' editors evaluate publications and make editorial decisions.

Embedded Questions in Online Survey Email Invitations: The Impact on Response Rate and Quality

Extended research efforts have been dedicated to understanding how different aspects of online surveys impact the response rate and quality of collected data. With the hope to yield higher response rates, leading survey software solutions (e.g., SurveyMonkey, Qualtrics, QuestionPro) introduced a new technique of embedding a question from an online survey into invitation emails sent to the respondents. The purpose of this chapter is to examine the impact of embedded questions on survey response rate and quality. The results of two experimental studies show that respondents are more likely to respond to a survey with an embedded question compared to an email without one. No statistically significant differences were discovered regarding data quality that was assessed via survey completion rate, respondent bias, and attention check questions. The chapter provides suggestions and guidelines for increasing online surveys' response rate and quality.

Designing Good Survey Studies

The aim of any research is to create knowledge and to generate new insights. For insights from empirical research to be valid, the data from which insights are derived must be valid. Empirical data in tourism and hospitality research is predominantly collected by means of surveys. The chapter discusses a range of dangers to data validity associated with survey research; explains under which circumstances surveys represent a suitable or unsuitable method of data collection; and offers practical recommendations that can easily be adopted by survey researchers to ensure maximum validity of their data.

Publishing Experimental Research in Hospitality and Tourism: Some Key Insights

Experimental design has long been used by psychology and consumer behavior researchers to examine causal effects of interventions on human responses. However, it remains underutilized in hospitality and tourism research. Furthermore, problems in design, implementation, and report of results were identified in previous hospitality and tourism publications. It is imperative to equip hospitality and tourism experimenters with sophisticated and state-of-the-art knowledge about experimental design, and to draw their attention to some crucial, but easily neglected, issues in designing the experiment and writing the experimental research paper. Given these reasons, this book chapter discusses some key issues in experimental design and provides corresponding insights related to the sections of introduction, literature review, hypothesis, method, analysis, and results in an experimental research paper, while the uniqueness of hospitality and tourism is considered. It is expected that the chapter will be useful for hospitality and tourism researchers to plan, conduct, and report their experimental studies in the future.

Conducting a Systematic Qualitative Content Analysis in Hospitality and Tourism Research

Considering the significant increase of studies in the hospitality and tourism field that use content analysis as a research method, this chapter aims to describe the research process when the methodology of qualitative content analysis is utilized. Particular attention is placed on the operational procedures of this method—from the initial planning and preparation to presentation of findings and evaluation of the process, as this is often omitted by hospitality and tourism researchers. Four distinct stages are described in this chapter: preparation, data collection and analysis, reporting findings, and evaluation of the process. The discussion in this chapter helps to clarify how qualitative content analysis should be undertaken in a systematic manner, which would be of particular benefit to hospitality and tourism researchers. Advantages and disadvantages of the qualitative content analysis and its contribution to hospitality and tourism studies are also discussed.

The Use of Qualitative Content Analysis in Hospitality and Tourism

This chapter discusses the use of qualitative content analysis in the field of hospitality and tourism. The primary objective of this chapter is to draw attention to the use of a content analysis approach for the treatment of data. As a further objective, the chapter contributes to current knowledge by underscoring a qualitative content analysis approach that would be of benefit to hospitality and tourism scholars. Overall, the chapter serves to inform hospitality and tourism scholars of how to increase the trustworthiness of qualitative content analysis approaches, which is seen as one of the most crucial impediments to its use.

Reflections of a Qualitative Researcher: Structuring a Qualitative Research Methodology–An Illustration from a PhD Thesis

Selecting the methodological approach is a critical decision as it largely determines the effectiveness of the research. Encapsulating the research approach as a chapter in a thesis is often a challenge to many young researchers, despite the abundance of guides on PhD thesis writing and on the various approaches to research methodologies. However, most guides are descriptive and fail to provide appropriate illustrations of a methodology chapter especially in qualitative research. In a qualitative methodology chapter, key factors are the assumptions, theoretical lens, and worldviews on the topic, making qualitative methodology chapter less definite, more subjective and lacks a conventional model. This chapter addresses the need for qualitative research samples and aims to advance the understanding of writing a qualitative research methodology chapter by providing essential guidelines. The guidelines are drawn from an actual qualitative research methodology chapter of a PhD thesis in the field of tourism and social cohesion.

Experience Sampling Method in a Qualitative Study of Tourists' Smartphone Use

This chapter explores the use of experience sampling method (ESM) in a qualitative research design, departing from reflections on ontological and epistemological aspects of the tourist experience. It suggests that the tourist experience can be studied in its ordinary moments and proposes the use of ESM to capture such experience of “everydayness.” The chapter illustrates how the method can be used and provides some guidelines for its implementation, drawing examples from a qualitative study on tourists' smartphone use that combines ESM questionnaires with semi-structured interviews. ESM consists of sending participants several micro-questionnaires at random times during their trip, asking questions about their experience and perceptions. Thanks to modern mobile technologies, the method can be used on participants' own smartphones, through various programmable applications. The method allows to inquire into aspects of experience that the participants themselves may not be aware of, or may fail to recollect after the trip, thus increasing ecological validity and reducing recall bias.

Ethnography Explained: Toward Conducting, Analyzing, and Writing an Ethnographic Narrative

Throughout this chapter you will be exposed to the meaning and types of ethnographic research. An emphasis will be made on the use of ethnography in hospitality and tourism settings. Variations of ethnography such as netnography, chrono ethnography, and ethnographic interviews are explained along with their benefits and drawbacks. This chapter includes guidance on how to conduct an ethnography including the scope and context, length of the project, access to and selection of informants, position of the researcher, issues of concealment or disclosure, and the language used to write the ethnographic narrative. Furthermore, you will be exposed to some of the principal forms of analysis in ethnography including thematic, domain, taxonomic, componential, sociograms, and typologies. Finally, this chapter provides examples of some of the main decisions involved by a researcher engaged in ethnographic inquiry.

Abductive Thematic Analysis in Hospitality and Tourism Research

The chapter discusses abductive thematic analysis as an innovative qualitative methodology in hospitality and tourism research. The novelty of the abductive approach is to combine the power of both deductive and inductive reasoning: it is possible to initiate the research starting from an existing theoretical, without renouncing to a creative phase where the researcher interprets the phenomenon beyond the words utilized and theorizes dependencies between concepts. The chapter further presents a case study to illustrate how abductive thematic analysis can be applied to study small hospitality and tourism businesses. The chapter further highlights the benefits of adapting thematic analysis to abductive reasoning, which is a paradigmatic position thus adding rigor to hospitality and tourism. The chapter finally highlights future avenues for development of methodology research toward adding further rigor to this novel methodology.

The Comparison-Based Case Study Approach in Hospitality and Tourism Research *

This chapter provides a detailed account of the comparison-based case study approach and argues that traditional case study approaches should adopt the comparison-based case study model. This study outlines the benefits and drawbacks of the comparative case study design. The penultimate section provides an example of a comparison-based case study to illustrate the virtues and the shortcomings of this mode of research. The chapter concludes with suggestions to aid novice tourism researchers and postgraduate students.

Action Research in Hospitality and Tourism Research

In the context of tourism and hospitality studies, the potential of action research for generating robust actionable knowledge has not been yet realized. This chapter provides an account of the theory and practice of action research, demonstrates how it may be designed and implemented, and how it may generate actionable knowledge. It provides illustrative examples and shows how this research approach aligns effectively with some of the themes that currently engage the attention of researchers in the fields of tourism and hospitality such as process improvement, sustainability, and community-based tourism development. Thus, it makes a case for more widespread use of action research in the field.

Applying Grounded Theory in Hospitality and Tourism Research: Critical Reflections

Grounded theory (GT) is an inductive paradigm-based research method that focuses more on data depth and quality than the generalizability of results to a broader population and is substantially different from conventional hypothetico-deductive research approaches. GT has become a popular research approach in several social science fields including tourism and hospitality. By reviewing the development of GT and its associated philosophical underpinning, this chapter compares three widely used GT approaches advocated by Glaser (Classical GT), Strauss and Corbin (Straussian GT), and Charmaz (Constructivist GT). Given the various interpretations and approaches to GT, this chapter therefore offers an overview of the key distinguishing characteristics of these approaches to GT so as to facilitate more thoughtful approach selection in keeping with philosophical positions, research questions, and research objectives. This chapter then proposes a step-by-step guideline of the application of this method through an illustrative example in tourism. The chapter concludes with a critical reflection on this widely used qualitative research method and considers possible future developments.

What's Past Is Prologue: Oral History's Offer to Hospitality and Tourism Research

The purpose of this chapter is to explain and celebrate the benefits of oral history for tourism and hospitality research. Oral history is accessible and interdisciplinary, often used in local projects and community groups which creates some disdain from traditional academics. Despite this, there is an accepted call for the depth and detail in tourism and hospitality research that oral history can bring. The opinion of the authors is that many researchers are not as transparent as they could be about their research method and this is a disappointment for those that wish to gain a full understanding of what has taken place and why. So, this chapter will (1) elaborate on the reasons for and development of oral history technique; (2) illustrate how this method can be used by researchers; (3) provide examples from the extant literature; and (4) conclude with suggestions of how this type of research may be taken further. A variety of references have been used to encourage wider reading and the aim is to be thought provoking and encouraging. Tourism and hospitality from any angle are all about the human experience and oral history interviews bring depth and richness to both present and future interpretations.

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Research Methods in Tourism, Hospitality and Events Management

• Paul Brunt - Plymouth University, UK
• Susan Horner - Plymouth University, UK
• Natalie Semley - Plymouth University, UK
• Description
• Author(s) / Editor(s)

Coverage of the Internet and the digital environment as a space to carry out research has been included, and the use of technology in analysis such as SPSS, NVivo and Qualtrics is covered alongside the more traditional ‘by-hand’ methods. Hints, tips, exercises as well as end-of-chapter case studies demonstrate real challenges and practical examples from a variety of settings to help students understand how to manage and present their own research.

The book is complemented by examples of tourism destinations from Spain, Switzerland, Italy and India, and a selection of PowerPoint slides for lecturers.

Suitable for undergraduate and foundation degree students undertaking a research project in Tourism, Hospitality or Events Management.

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• Lecturer PowerPoint slides

Good book for hospitality and tourism research

Excellent research book that simplifies research methodology supporting student understanding of terminology, concepts and approaches that will help students prepare for and understand key approaches for research and dissertations.

A very well-structured and organised textbook. It draws extensively on examples and case studies and systematically arranged and presented in a logical way. Very useful PowerPoint slides for lecturers are also available!

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Chapter 3 - Planning a Project

Professor Paul Brunt is Head of the School of Tourism & Hospitality at the University of Plymouth. Paul wrote ‘Market Research in Travel and Tourism’ in 1997, which was based on his teaching at the time. This booked helped many a student project, and was used extensively in teaching across colleges and universities in the UK at the time. Paul was a co-author of ‘Tourism: A Modern Synthesis’ in 2001, and has also written book chapters and papers on his research area of the linkages between tourism and crime.Paul helped develop the first tourism and hospitality degrees at the University of Plymouth in the early 1990s. Events management,... More About Author

Susan Horner

Dr Susan Horner is Associate Professor in Hospitality, Tourism and Events Management at Plymouth University, UK.  Susan wrote her first book ‘Marketing for Hospitality’ in 1996 and has gone on to write further books with collaborators including Professor John Swarbrooke and Professor Stephen Ball. Susan’s books include key texts such as Consumer Behaviour in Tourism, International Cases in Tourism Management, Business Travel and Tourism and Leisure Marketing. These books are used internationally and have been translated into a variety of languages including Chinese.Among her other skills Susan has an interest in the learning styles of... More About Author

Natalie Semley

Dr Natalie Semley became a lecturer at Plymouth University in 2008, after successfully completing her BSc (hons) and MSc with a first and distinction, respectively. Since joining the teaching team, she has completed her PhD and become a Senior Fellow of the HEA. Natalie is currently the Programme Leader for the undergraduate Tourism pathways and is the module leader for the Tourism, Hospitality and Events management research methods module at Plymouth University. Her research interests are broad and include visitor motivation, the impacts of tourism-related crime, community responses to tourism impacts alongside specific areas of special... More About Author

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Qualitative Research in Tourism

• Living reference work entry
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• First Online: 13 July 2023
• Cite this living reference work entry

• Carina Ren 3  

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Qualitative research refers to research applying a methodology as well as one of a range of methods, which seeks to explore, interpret, understand, and potentially intervene into a given field or issue under study. Qualitative research in tourism takes its inspiration primarily from the humanities and the social sciences, such as cultural geography, anthropology, and sociology. Most often, the aim is to explore and search for meaning or to develop an understanding through the crafting of “thick” descriptions or the generation of other types of rich material, which may become subject to interpretation. It seeks to avoid making generalizations, grand claims, and reductions. Consequently, it strives to critically reflect on research positionality and to remain sensitive to power relations and ambiguity.

The concept of qualitative research covers a range of methodologies but is usually contrasted with and seen in opposition to quantitative and deductive research, as it attempts to...

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Wilson, E., P. Mura, S.P. Sharif, and S.N. Wijesinghe. 2020. Beyond the third moment? Mapping the state of qualitative tourism research. Current Issues in Tourism 23: 795–810.

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Ren, C. (2023). Qualitative Research in Tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_426-2

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Research Methods for Tourism Students 1st Edition

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This introductory guide offers innovative ideas and strategies to students undertaking their first social science research work. Academically rigorous yet accessible, it uses a systematic step-by-step approach to illustrate the research process and its applications to the tourism industry. Students are presented with numerous examples and case studies, linking theory with practice.

The textbook provides a balanced coverage of both qualitative and quantitative methods, accompanying students throughout the process of selecting a research topic and specifying research questions, aims and objectives. A range of pedagogical features such as discussion questions, practical tips and examples enable students to review the literature, understand models and methodologies, analyse and interpret data (quantitative and qualitative) and ultimately write up their findings.

Featuring contributions by a group of academics with expertise in their respective fields, the book provides a comprehensive and engaging introduction to research methods. This is an essential resource to tourism students and will also be of interest to researchers in any social science subject.

• ISBN-10 0415673194
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• Edition 1st
• Publication date December 19, 2017
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Editorial Reviews

‘This book covers a wide range of topics, balancing core concepts and practical examples as required by the subject area. Professor Ramesh Durbarry and all the contributors offer their expertise in tourism and hospitality research as well as covering the broader area of research methodologies. This will be a valuable resource for tourism research students and instructors both at undergraduate and graduate level.’ Yakin Ekin, Mugla Sitki Kocman University, Turkey

About the Author

Ramesh Durbarry is currently the Director General of the Civil Service College, Mauritius. He was appointed Professor in Tourism and Deputy Director at the Amity Institute of Higher Education, Mauritius. He has worked at the University of Bedfordshire as Head of Department, Marketing, Tourism & Hospitality. He was the CEO of the UOM Trust Business School in Mauritius and has also worked at the University of Nottingham as a Research Fellow, Lecturer in Research Methods of Tourism and Travel and then as Associate Professor in Tourism Management/Marketing. After successfully developing the School of Public Sector Policy and Management at the University of Technology, Mauritius, he was instrumental in the creation of the School of Sustainable Development and Tourism. His research focuses on tourism and travel, tourism taxation, price sensitivity of tourism and the impact of the tourism sector on the various economies, with a keen interest on climate change and sustainable tourism. He has published various articles in leading international journals and has contributed chapters in international books. He has worked on various projects for organisations such as WTO, UNWTO, EU, UNCTAD, VisitScotland and EMDA, among others, and on tourism destinations such as Malta and Cyprus.

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Handbook of Research Methods for Tourism and Hospitality Management

As research in tourism and hospitality reaches maturity, a growing number of methodological approaches are being utilized and, in addition, this knowledge is dispersed across a wide range of journals. Consequently there is a broad and multidisciplinary community of tourism and hospitality researchers whom, at present, need to look widely for support on methods. In this volume, researchers fulfil a pressing need by clearly presenting methodological issues within tourism and hospitality research alongside particular methods and share their experiences of what works, what does not work and where challenges and innovations lie.

Related Papers

Robin Nunkoo, Ph.D

The tourism and hospitality research landscape is constantly evolving and the field is growing in maturity. One of the distinguishing features that characterize this evolution is the proliferation of academic journals. The number of tourism and hospitality journals has increased from less than 10 before the 1980s to around 300 in 2017 (Shani & Uriely, 2017). Among the various knowledge dissemination channels that exist, academic journals play a leading position and serve several important functions. They play a central role in knowledge production and are considered key to knowledge advancement in any discipline (Xiao & Smith, 2007). Journals signify the existence of a scientific domain, niche discipline, or school of thought (Nie, Ma, & Nakamori, 2009). The various tourism and hospitality journals constitute the main reservoir of knowledge for researchers, students, and practitioners alike. Interestingly, these journals have been in their own right, the focus of investigations, described by Figueroa-Domecq, Pritchard, Segovia-Pérez, Morgan, and Villacé-Molinero (2015) as “the scholarship on the scholarship” of tourism and hospitality research (p. 88). Within these groups of studies, feature fervent debates on research methodologies and related aspects. For example, Xiao and Smith (2006a) noted a rise in the number of articles published in Annals of Tourism Research that has as main objective, the the dissemination of new concepts, models, and methods. Such an argument can also be extended to other journals in the field, where articles focusing on research methods are common.Informed by the above debates, this volume contains discussions on various quantitative, qualitative, and mixed-methods approaches, as well as other chapters on contemporary tourism and hospitality research that are common to both approaches. It raises wider methodological debates by drawing together the wealth of research methods experience gained by tourism and hospitality researchers in one volume. The handbook comprises of 43 chapters authored by 60 individuals from diverse educational and research backgrounds and geographical locations. The handbook also has an adequate representation of female authors in the field. It is my hope that such heterogeneity in the authors’ characteristics has led to a handbook that reflects adequately the diverse research methods and methodologies used by tourism and hospitality scholars world-wide and the debates that abound.

shiva jahani

International Journal of Contemporary Hospitality Management

Prof. Hossein Olya

Tourism Review

Davide Provenzano

Purpose The purpose of this paper is to provide an overview of past perspectives and future trends in tourism and hospitality research. Design/methodology/approach The study grounds the discussion on the timeline evolution of quantitative research methods. Findings Although still under-recognized by scholars, mixed methods represent the future of research in tourism and hospitality. Research limitations/implications The investigation is confined to quantitative methods. Originality/value No other surveys sketch a period of 150 years of quantitative analyses in tourism and hospitality.

Chuck Goeldner

Serafeim Polyzos

Scientometrics

Antonis Theocharous

Handbook of Research on Global Hospitality and Tourism Management

Alecia Douglas

International Hospitality Review

Ankita Ghosh

PurposeThis study aims to describe the development of hospitality research in terms of research methods and data sources used in the 2010s.Design/methodology/approachContent analyses of the research methods and data sources used in original hospitality research published in the 2010s in the Cornell Hospitality Quarterly (CQ), International Journal of Hospitality Management (IJHM), International Journal of Contemporary Hospitality Management (IJCHM), Journal of Hospitality and Tourism Research (JHTR) and International Hospitality Review (IHR) were conducted. It describes whether the time span, functional areas and geographic regions of data sources were related to the research methods and data sources.FindingsResults from 2,759 original hospitality empirical articles showed that marketing research used various research methods and data sources. Most finance articles used archival data, while most human resources articles used survey designs with organizational data. In addition, only...

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