This book walks students through the selection and application of research methods within tourism. The authors introduce the relevant language and theory of key methodologies and then develop them using strategic literature review and the inclusion of international examples which relate directly to tourism. The historical and philosophical context of each method is then carefully laid out alongside the practical application of the technique. Each concept sets the historical and philosophical context of a method alongside the practical application of the technique.

Interview/Focus Group

Interview/focus group

Definition A specific form of conversation that seeks to gather information by administering a set of questions.


Along with the Survey, the Interview/Focus Group have become the most popular expressions of ‘doing’ student research projects. If you are interested in gathering insights into your respondents' opinions, perceptions, values and attitudes, then these are very well tried and tested key concepts and there are plenty of examples in the literature to provide best practice advice. Just a small note of caution, do not underestimate the importance of the analysis stage when planning your research project. An aversion to numbers leads many students into imagining that Interviews/Focus Group data will be easier to analyse – not so. In fact, if anything, the more slippery characteristics of ...

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