How can qualitative research methods improve tourism research?

1 What are qualitative research methods?

Qualitative research methods are approaches that aim to understand the meanings, experiences, and perspectives of the people and contexts involved in tourism. Qualitative research methods can include interviews, focus groups, observations, document analysis, ethnography, case studies, and more. Qualitative research methods are not based on predefined hypotheses or variables, but rather on exploring and interpreting the data as they emerge from the field.

2 Why use qualitative research methods in tourism research?

Tourism research is often interdisciplinary, multidimensional, and context-specific, necessitating flexible and adaptable methods that can capture the diversity and complexity of tourism phenomena. Qualitative research methods can be beneficial for tourism research by offering a deeper and more holistic understanding of tourists' motivations, behaviors, and impacts. Additionally, qualitative methods can reveal hidden or unexpected aspects of tourism that quantitative methods may miss or oversimplify. Moreover, qualitative research can enable the inclusion and empowerment of marginalized or underrepresented voices in tourism. Furthermore, it can enhance the creativity and innovation of tourism research by allowing for new and emergent themes, concepts, and theories to be developed from the data. Finally, qualitative research facilitates the communication and dissemination of tourism research findings by using engaging and accessible formats such as narratives, stories, or visual representations.

3 How to design and conduct qualitative research in tourism?

Qualitative research in tourism requires careful planning and execution, as well as ethical and rigorous standards. To design and conduct qualitative research in tourism, it is essential to define a clear, relevant, and focused research question that aligns with the ontological and epistemological assumptions of the researcher. Additionally, the researcher should choose an appropriate research method and strategy based on the research question, purpose, resources, and time. During the fieldwork, the researcher should be aware of ethical and practical issues that may arise. After collecting and generating data from relevant sources, the researcher should organize, code, categorize, and synthesize the data to identify patterns, themes, and meanings. Finally, the researcher should report and present the findings using effective formats and styles while providing evidence and support for them. The report should also include recommendations for future research or action.

4 What are some examples of qualitative research in tourism?

Qualitative research in tourism is a diverse and growing field, with many examples of impactful studies. For instance, Wilson and Little (2008) used narrative analysis to explore the stories and experiences of women solo travelers in different destinations. Cohen (2010) employed ethnography to examine the cultural and social dynamics of backpacker tourism in Thailand. da Silva and de Oliveira (2013) incorporated focus groups and interviews to investigate the perceptions and attitudes of local residents towards sustainable tourism development in a coastal community in Brazil. Yang (2014) utilized visual methods to analyze the representations and meanings of heritage tourism in a historic city in China. Finally, Rogerson and Visser (2011) conducted case studies and document analysis to evaluate the impacts and challenges of mega-events on urban tourism in South Africa.

5 What are some challenges and opportunities for qualitative research in tourism?

Qualitative research in tourism presents both challenges and opportunities that require constant reflection and improvement from the researchers and the research community. For instance, there is a challenge of ensuring the credibility and validity of qualitative research, while also addressing ethical and political issues. On the other hand, there is an opportunity to embrace the diversity and complexity of qualitative research, as well as to collaborate with other qualitative researchers. Additionally, researchers have the chance to contribute to the theory and practice of tourism, as well as to influence policy and decision-making.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?