Understanding research methods is essential for navigating the dynamic landscape of hospitality and tourism. Whether you're analysing customer satisfaction, evaluating the impact of tourism on local communities, or building a foundation of knowledge through existing researc, a strong grasp of research methods will empower you to make informed decisions and drive positive outcomes for your chosen organisation or destination.
Overview of Research Methods
- Qualitative Methods: Gain in-depth insights into tourist experiences, employee perspectives, and community attitudes through interviews, focus groups, case studies, content analysis of online reviews, and participant observation in hospitality settings.
- Quantitative Methods: Analyse numerical data to identify trends in visitor spending, occupancy rates, customer demographics, and economic impact using surveys, experiments, statistical analysis, and forecasting models.
- Mixed Methods: Combine qualitative insights with quantitative data to gain a comprehensive understanding of complex issues like the relationship between tourism and environmental sustainability, the effectiveness of marketing campaigns, or the impact of cultural events on local economies.
- Desk-Based/Literature-Based Research:
- Literature Review: Thoroughly examine existing research literature, including academic articles, industry reports, and case studies. This helps identify trends, best practices, and gaps in knowledge relevant to your research question.
- Policy Analysis: Review tourism policies, regulations, and guidelines to understand their implications for your research and the broader industry context.
- Comparative Analysis: Compare and contrast different destinations, businesses, or strategies to gain insights and identify potential areas for improvement.
Selecting the Right Method
- Research Questions: Your research question is your starting point. Are you exploring the factors influencing tourist destination choices? Examining the impact of online reviews on hotel bookings? Investigating the relationship between staff training and customer satisfaction? Your question will guide your choice of methodology.
- Research Goals: What do you hope to achieve with your research? Do you need to describe the profile of your target market, explain the reasons for declining visitor numbers, forecast future demand, or evaluate the success of a new service offering? Your goals will shape your research design.
- Resources: Consult books, articles, and online platforms (e.g., Journal of Hospitality and Tourism Research, Cornell Hospitality Quarterly, Drive Research) to learn more about various research methods relevant to the hospitality and tourism industry.
Resources for Learning Research Methods
- Library Search: Seek out books and ebooks on hospitality and tourism research methods, qualitative research in tourism, quantitative methods for the hospitality industry, and mixed methods approaches.
- Library Databases: Use databases like the Hospitality and Tourism Index and Emerald Insight to access relevant research articles and explore their methodology.
- Library Guides: The library has a number of guides on research topics, including research ethics, literature reviews, and more.
- LinkedIn Learning: LinkedIn Learning contains a wide range of videos and online courses on research design, data collection, and analysis.
- Online Courses: Platforms like FutureLearn, Coursera, edX, and Udemy offer courses on research design, data analysis, and research methods.
- Professional Organisations: Consider joining organisations like the International Council on Hotel, Restaurant, and Institutional Education (ICHRIE) or the Travel and Tourism Research Association (TTRA) for access to research publications, conferences, and networking opportunities with other professionals in the field.
