RESEARCH METHODS IN TOURISM Nicos Rodosthenous PhD 4/04/2013 8 4/4/2013Dr Nicos Rodosthenous1

RESEARCH METHODS IN TOURISMNicos Rodosthenous PhD

4/04/20138

4/4/2013 Dr Nicos Rodosthenous 1

Analyze qualitative methods

1. IntroductionThe term ‘qualitative’ is used to describe research methods and techniques which use qualitative rather than quantitative information.Qualitative approach tends to collect a great deal of ‘rich’ information about relatively few cases instead of a limited information for a large number of cases.(quantitative research)



2. The qualitative research processGenerally require a more flexible approach to overall research design and conduct than other approaches.Most quantitative research tends to be sequential in nature. (figure 8.1)Much qualitative research involves a more fluid relationship between the various elements of the research, called recursive approach. (figure 8.1)





Quantitative and qualitative methods can both involve sequential and recursive approaches.

Grounded theory, which is concerned with the generation of theory from research, it is also used in the analysis of qualitative research process.

3. The range of methods Qualitative techniques commonly used in tourism

research include: in-depth interviews; group interviews or focus groups; participant observation; textual analysis; biographical methods and ethnography.



4. In-depth interviews Usually conducted with a relatively small number of subjectsInterview guided by a checklist of topics of rather than formal questionnaireInterviews often tape-recorded and verbatim transcript preparedInterviews typically take at least half an hour and may extend over several hoursRepeat interviews possible



5. Group interviews/focus groups Similar to in-depth interviews but conducted

groups of people together than individually. The interviewer becomes the facilitator of a

discussion rather than an interviewer as such. A group usually consist between five and twelve

participants. Usual procedure is to tape-record the discussion

and for the researcher to produce a summary.



8. Participant observation Researcher gathers information by being an

actual participant with the subjects being studied.

Researcher may be known by the people or may be incognito.

Recording of information can create problems, especially if the researcher is incognito.



9. Textual analysis Analysis of the content of ‘texts’, including print

and audio-visual media. The term text is used to include not only printed

material, but also pictures, press coverage, posters, recorded music, firm and television coverage.

Studying ‘material culture’ or artifacts, may include dress fashions, national flags and archeological study of garbage.



10. Biographical research Biographical research covers oral history,

memory work and personal domain histories. There are many published accounts of lives of

business leaders, like the best known Walt Disney biography.

Oral history involves tape-recording eye-witness accounts of events and typically storing the tapes in an archive as a source for research.



In the Memory work, participants are asked to write a short account of an experience related to the research topic. i.e. holiday experience.

Personal domain histories study the various changes in life circumstances such as marriage, birth of a child, change of job.

11. Ethnography It is an approach drawing on a variety of

techniques and particularly associated with ‘cultural studies’ such as youth sub-cultures and ethic groups.



12. Analysis of qualitative data Traditionally qualitative data have been

analyzed manually and this continues, but in recent years computer software speed-up the whole process.

Regardless of whether data are analyzed manually or by computer, consideration should be given to the security and confidentiality of data and tapes.


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RESEARCH METHODS IN TOURISM Nicos Rodosthenous PhD 4/04/2013 8 4/4/2013Dr Nicos Rodosthenous1