Exploratory study in tourism: designing an initial,qualitative phase of sequenced,mixed methods research

Exploratory studies in the social sciences are being increasingly advocated, particularly in relation to new research themes or when addressing an existing issue from a new perspective. Although exploration is usually the starting point, it is frequently part of a sequence of research stages. However, until recently the actual process of conducting such exploratory research within the leisure and tourism field has received little attention. This is due not just to perceptions that exploration is merely the initial step in a longer research process, but significantly, because there is a lack of guidance on how to conduct such research. This paper argues that when the overall tourism research study involves the use of mixed methods, an initial exploratory stage conducted as part of a sequential research process, requires a systematic approach to achieve a reliable platform for further investigation. The paper shows how and why a systematic research design process in the exploratory stage can enhance the value of studies, when the initial qualitative stage is to be followed by a quantitative phase. Three phases of an exploratory qualitative research design process are identified: preparation, development and refinement. Criteria for assessing the suitability of qualitative data collection techniques are proposed. It is argued that careful attention to the process of designing the initial exploratory qualitative stage constitutes the necessary condition for achieving results that will form a sound basis for the next quantitative sequence of research. Copyright © 2009 John Wiley & Sons, Ltd.     

Dynamic panel data models in tourism

The analysis of relations of dependency is widespread in tourism research. However, there are a series of questions related to endogeneity, such as dependence on the past and reverse causality, closely linked to the specific characteristics of the sector, which cast doubt on the conventional methods that are currently in use, especially Ordinary Least Squares. In this paper, the consideration of those questions and their analysis is proposed with the current methodology of dynamic panel data with the System GMM method. In addition, an practical application is advanced with 187 airlines to demonstrate the use of the tool. The results of dynamic panel data analysis can contribute new nuances in the field of tourism that have hardly been reflected upon until now. Here it is used to examine the complex interrelations and the dynamic components of the sector in greater depth.     

Astro-tourism conceptualisation as special-interest tourism (SIT) field: a phenomonological approach

ABSTRACT

This study conceptualises astro-tourism as a nature-based tourism phenomenon and illustrates its positioning as a special-interest tourism (SIT) field using a phenomenological approach. In the process, this baseline research study contributes to this relatively new tourism field’s foundational research aspects, such as developing a definition and, examining its articulation with destination image. It finds that astro-tourism is based on the interest of tourists in sky-related activities such as dark sky observation and astrophotography, most often in a nature-based context. The findings can be utilised to develop astro-tourism as a new medium in conceptualising tourism destination image by combining destination earth features as well as sky features. Targeting sky features of a destination combined with the earth facilities to attract tourists is one of the new opportunities to deliver unique tourism products.     

The influence of the environment on adventure tourism: from motivations to experiences

Inherent in most definitions of adventure tourism is the fact that it takes place in natural outdoor settings. Yet, the influence of this setting on the behaviour of adventure tourism consumers has yet to be adequately addressed. This study, therefore, investigates the relative strength and nature of environmental influences on adventure tourists in both motivations for participation and in the context of the experience. The results are based on questionnaires collected from 459 participants in adventure tourism activities along the southern coast of South Africa. They show that, although the majority of research on adventure tourism focuses on the ‘thrill’ involved, the environment is increasingly recognized as influential. The assessment of motivations, using a push and pull factor approach, demonstrates that the environment not only plays an important role in attracting adventure tourists towards specific destinations, but that they also seek out interactions with nature. In addition, participants suggested that the environment is an especially significant component of their experiences. The fact that the findings demonstrate the importance of the environment in both the motivations and experiences of adventure tourism participants, means that such an approach would make a definite contribution to discussions, planning, and policy linked to the adventure tourism industry.     

Measuring underreporting in accommodation statistics: evidence from Italy

The aim of this paper is to provide a new measure of the underreporting of accommodation statistics in Italian domestic tourism. The analysis employs information from different official surveys. Following the Eurostat recommendations, we compare the Italian trips and holidays surveys and the movements in accommodation establishments, the two major official sources on tourism in Italy and on the activities of persons travelling, respectively. The analysis shows that demand-side estimates exceed accommodation statistics by 16%, on average, over the period 2007–2009 and that the underreporting rate is variable over time. The results highlight the need to explicitly consider this measurement error when analysing the tourism business cycle, forecasting tourism flows and defining tourism policy.     

Empowering young people through participatory film: a postmethodological approach

Children and young people’s voices have often been neglected in tourism research, and this is particularly the case when exploring tourism from the host community’s perspective. The lack of children and young people in tourism research has been attributed to the slow engagement and adoption of alternative and critical methodologies which open up new and fresh ways of interpreting reality. The paper aims to explore the potential for participatory film to uncover the perspectives of marginalised members of the community such as children and young people. We also discuss the use of participatory film as an epistemic philosophy, and as a post-disciplinary form of methodology (or ‘postmethodology’) which is ideologically grounded. The findings suggest that children and young people feel strongly about their community and display feelings of anger and frustration towards tourists who are perceived to not respect the community and the environment. The methodological contribution of this paper lies in the use of an innovative and voice-generative participatory visual method to empower young people to actively participate in tourism research.     

Economic measures of tourism yield: what markets to target?

An understanding of the yield potential of different source markets and segments can underpin destination marketing by both public and private sector organisations. The standard yield measure relates to expenditure injected into a destination from different market segments. This measure has several limitations, which are discussed in the paper. With the increasing sophistication of economic models such as computable general equilibrium, models, it is now feasible to develop new and more useful measures of tourism yield, which directly measure the gains to different stakeholders. Several economy‐wide impact measures of yield are developed and contrasted for selected Australian inbound tourism markets. The measures produce conflicting signals for public and private sector tourism marketers and planners. The reward from further research in developing and operationalising yield measures is more informed policy‐making by destination managers in respect of destination marketing and new product development, resulting in greater economic gains from inbound tourism. Copyright © 2008 John Wiley & Sons, Ltd.     

Knowledge in food tourism: the case of Lofoten and Maremma Toscana

The aim of this paper is to contribute towards a better understanding of knowledge in food tourism in agricultural and/or fishery areas. The presence and role of different types of knowledge are investigated adopting a multiple case study strategy in the regions of Lofoten (Norway) and Maremma Toscana (Italy). The following types of knowledge are investigated: local and scientific food knowledge, tourism knowledge, local and global managerial and political knowledge. The results from the case study indicate that scientific food knowledge and global managerial and political knowledge are particularly important in Lofoten. These types of knowledge are identified as the strengths on which a form of gourmet food tourism could develop. In Maremma Toscana, local food knowledge and local managerial and political knowledge are identified as the basis of the development of a generic form of food tourism. It is concluded that food tourism development requires different types of knowledge and their role is strictly dependent on the specific context. Any policy regarding food tourism should be based on the peculiarities of the specific terroir. Further research is required to investigate the tacit dimension of knowledge and those factors that can favour the establishment of global knowledge-based networks.     

Innovative techniques in tourism research: an exploration of visual methods and academic filmmaking

While visual methods have long been utilised as legitimate research techniques in the social sciences, within mainstream tourism research these techniques are rarely employed. This paper thus seeks to question current research practices in tourism by focusing on academic filmmaking as an innovative visual method which can be used to approach tourism research in a new way and to create tourism knowledge which is widely accessible. Two case studies explicate these points: an ethnographic documentary about tourism impacts in Crete, and a doctoral project which explored the construction and consumption of images of Greekness by visitors to the Athenian Acropolis. Copyright © 2009 John Wiley & Sons, Ltd.     

Current and potential methods for measuring emotion in tourism experiences: a review

This study provides an assessment of methods used in existing tourism research to measure emotion and discusses the potential for use of psychophysiological methods such as electro-dermal analysis, facial muscle activity, heart rate response, eye-tracking system and vascular measures. Psychophysiological measurement techniques have been reported in the marketing, advertising and media literature; however, to the best knowledge of the authors, no studies are reported in the tourism literature. Instead, studies of emotion in the tourism literature invariably employ self-report questionnaire methods which capture only tourists' high-order emotions and are subject to a variety of forms of bias. Unconscious emotional responses that can provide unbiased portrayal of individuals' initial emotional reactions when exposed to a stimulus have been largely ignored. The paper concludes that studies combining both self-report and psychophysiological measures are needed and areas for future research are discussed.     

Lessons from the field: reflecting on a tourism research journey around the ‘celtic’ periphery

The challenge within the tourism academy to acknowledge the situated nature of knowledge within the research process is intensifying. Drawing on a multidisciplinary body of reflexive narratives and recent work in tourism that acknowledges the personal influences that construct knowledges, this paper embraces this challenge by offering an autobiographic narration of field work in Ireland, Scotland and Cornwall. Food tourism is employed as a conceptual vehicle to pursue a more culturally focused, critical tourism investigation, thereby contributing to work that extends tourism research beyond the sphere of management and business. Drawing on research involving in-depth interviews with (food) tourists and participant observation, it is suggested that tourism knowledge is constructed at the micro-level, directly shaped by seemingly insignificant or overlooked moments. The paper illustrates how personal aspects of field work (gender, age, ethnicity, personal insecurity, loneliness and physical demands), combined with overcoming more practical issues (weather and transport logistics), should inform the contextual foundations of any empirical research; it from these moments where tourism knowledge is truly cultivated. Underpinned by qualitative methodological literature within a framework of critical realism, it urges others to embark upon a similar reflexive journey in order to develop tourism research into a robust sphere of academic enquiry.     

The effect of service quality and satisfaction on destination attractiveness of sub-Saharan African countries: the case of Ghana

This paper examines the functional forms of service quality (SQ) and satisfaction in relation to destination attractiveness. It focuses on the varying influence of destination characteristics, customer economics, and demographic variables to explore how SQ might be used to improve value positioning and, therefore, potential attractiveness of Ghana as a destination choice for tourists. Using methods triangulation data collection protocol, the paper finds causal links between SQ and selected composites of destination attractiveness (destination attributes, support services, facilities, and people-related factors) in the degree to which they influence customer satisfaction and return-visit intentions. The paper contributes refreshing insights useful for segmentation marketing, tour planning, and product/service development. The implications are far-reaching when considered alongside the fact that Ghana is relatively a new entrant into the organised tourism marketing arena and has the consequent imperative to scale-up structural and human capabilities to compete effectively with the more established global competitors.     

The RAE‐ification of tourism research in the UK

Whereas those working on the inside of tourism generally feel that tourism research is making good progress, the 2001 Research Assessment Exercise (RAE) in the UK offered an outsiders' assessment of UK tourism research that was less benign. This paper examines the results and consequences of the RAE based on an examination of the submissions made by UK higher education institutions. It describes the position of tourism in the RAE and focuses on three key issues—structure, outcomes and visibility. It invokes Kuhnian and Foucauldian perspectives to foreground hidden consequences of the RAE (termed RAE‐ification by the author) that threaten the development of UK tourism research. The article concludes that tourism research, finding itself on the periphery of UK research, faces similar problems to those faced by peripheral tourism regions. Copyright © 2003 John Wiley & Sons, Ltd.     

The determinants of air passenger traffic at Turkish airports

Investigating the determinants of air passenger traffic has become commonplace. In contrast with most previous publications, this paper investigates these determinants in an emerging country, Turkey, at the provincial level between 2004 and 2014. We find that GDP/capita, population, distance to alternative airports, tourism, leading cities, and international migrations all support more air traffic. Furthermore, market concentration is associated with less traffic, and the presence of academics with more traffic. Mapping models' residuals suggest catchment areas, surface transport options, domestic migrations and (geo)politics could also matter. Accordingly, it appears the determinants of Turkey's air passenger traffic do not differ from those of developed economies. The results also suggest new airports should be built based on the aforementioned factors.     

Profiling Sport Tourists: The Case of Super 12 Rugby Union in the Australian Capital Territory,Australia

The concept of sport related tourism has become more prominent in the last few years as both an academic field of study and an increasingly popular tourism product (Gibson, 1998). Sport tourism includes travel to participate in a passive (e.g. sports events and museums) or active sport holiday (e.g. scuba diving and cycling), and it may involve instances where sport or tourism itself is the dominant activity or reason for travel. However, little research has been undertaken to examine the profile of sport tourist market segments in an attempt to understand these segments and their potential as tourism markets. This paper will examine one such attempt to profile sport tourist spectators through surveying sport tourists attending Super 12 Rugby Union matches at Bruce Stadium, Canberra in April/May 2000. The paper discusses the preliminary results of this exploratory study, and examines the sporting behaviour and travel behaviour of spectators. The paper will then discuss differences between spectator characteristics with an emphasis on examining high yield segments based on sport and travel behaviour, and will conclude with a discussion of future research possibilities.     

Wellness Tourism in China: Resources,Development and Marketing

China's natural and cultural resources are the foremost offerings of the country's wellness tourism sector. Although wellness tourism in China is in its infancy, it can offer new opportunities in, and strengthen the overall competitiveness of, China's tourism industry. To achieve this, the assessment and development of wellness tourism resources in China are required. This study examines the potential for wellness tourism development in terms of resources and promotion from the point of view of wellness tourism experts. It surveys professionals working in tourism, health and education in China. The results reveal that environmental assets, including fresh air, clean water and natural features, are considered the most important attributes for the development of wellness tourism in China and that the promotion of wellness tourism can best be achieved through advertising in mass media, governmental support and organizing new regional events. The study implications and future research directions are discussed. Copyright © 2012 John Wiley & Sons, Ltd.     

Anti-shopping tourism: a new concept in the field of consumption

In this article, based on qualitative research in Hungary, we propose a new phrase for the field of tourist consumption. Our notion ‘anti-shopping tourism’ refers to the resistant attitude towards consumption and spending money during shopping-related tours. The research discussed in the paper analyses participants’ motivations, attitudes and behaviour on one-day coach trips that include various programmes, for example, sightseeing, lunch, spa visits and even a range of gifts, for a very low price, in exchange for participation in a professional sales show during the trip. Our main goal is to explain and, from an economic and anthropological point of view, conceptualise this form of tourist attitude, and to show how this unique way of travel may be situated in a certain historical setting in Hungary, more than two decades after the collapse of the socialist regime. In order to understand how the participating individuals negotiated this unique form of travel that exists in a grey zone of the institutionalised travel industry, notions such as debt, sacrifice, resistance, gift, seduction and informal contract are discussed and connected to the phenomenon.     

A comparative automated content analysis approach on the review of the sharing economy discourse in tourism and hospitality

Using the sharing economy (SE) as the context, this article provides a coherent and nuanced methodological understanding of automated content analysis (ACA) in tourism and hospitality (TH) field. By adopting a comparative ACA approach, the paper compares the current TH Western academic literature of the SE with news media discourse in TH from the period 2011–2016 (August) (inclusive). The emerging issues from the news media discourse, such as mobility, SE companies and the role of government, are absent in current tourism academic research. Findings reveal that ACA can facilitate a more systematic comparison between different sources of data. This paper offers a starting point for tourism scholars to methodologically engage with ACA that can draw useful insights on a particular context.     

Marketing practice in small tourism and hospitality firms

There has been a paucity of research into the marketing practices and approaches of small tourism and hospitality firms, until the 1990s. This paper goes some way towards improving knowledge in this area by reporting the findings of the first national survey of small tourism and hospitality firms in the UK. Four key areas of marketing practice are highlighted: marketing planning, promotion methods, pricing methods and marketing research. The paper concludes that although a great deal of small hospitality and tourism firm marketing may be characterised as haphazard and unsophisticated, there is much to commend it in the UK. Copyright © 1999 John Wiley & Sons, Ltd.