RESEARCH METHODS In TOURISM, HOSPITALITY EVENTS MANAGEMENT
RESEARCH METHODSin TOURISM, HOSPITALITY& EVENTS MANAGEMENTPaul Brunt, Susan Horner & Natalie SemleyBrunt Research Methods in Tourism.indd 1000 BRUNT ET AL PRELIMS.indd 304/09/2017 14:089/5/2017 11:32:01 AM
SAGE Publications Ltd1 Oliver’s Yard55 City RoadLondon EC1Y 1SPSAGE Publications Inc.2455 Teller RoadThousand Oaks, California 91320SAGE Publications India Pvt LtdB 1/I 1 Mohan Cooperative Industrial AreaMathura RoadNew Delhi 110 044SAGE Publications Asia-Pacific Pte Ltd3 Church Street#10-04 Samsung HubSingapore 049483Editor: Matthew WatersAssistant editor: Lyndsay AitkenProduction editor: Sarah CookeCopyeditor: Sharon CawoodProofreader: Lynda WatsonIndexer: Silvia BenvenutoMarketing manager: Alison BorgCover design: Francis KenneyTypeset by: C&M Digitals (P) Ltd, Chennai, IndiaPrinted in the UK Paul Brunt, Susan Horner and Natalie Semley 2017First published 2017Apart from any fair dealing for the purposes of research orprivate study, or criticism or review, as permitted under theCopyright, Designs and Patents Act, 1988, this publicationmay be reproduced, stored or transmitted in any form, or byany means, only with the prior permission in writing of thepublishers, or in the case of reprographic reproduction, inaccordance with the terms of licences issued by the CopyrightLicensing Agency. Enquiries concerning reproduction outsidethose terms should be sent to the publishers.All material on the accompanying website can be printedoff and photocopied by the purchaser/user of the book. Theweb material itself may not be reproduced in its entirety foruse by others without prior written permission from SAGE.The web material may not be distributed or sold separatelyfrom the book without the prior written permission of SAGE.Should anyone wish to use the materials from the website forconference purposes, they would require separate permissionfrom us. All material is Paul Brunt, Susan Horner andNatalie Semley, 2017Library of Congress Control Number: 2017931613British Library Cataloguing in Publication dataA catalogue record for this book is available fromthe British LibraryISBN 978-1-47391-914-3ISBN 978-1-47391-915-0 (pbk)At SAGE we take sustainability seriously. Most of our products are printed in the UK using FSC papers and boards.When we print overseas we ensure sustainable papers are used as measured by the PREPS grading system.We undertake an annual audit to monitor our sustainability.00 BRUNT ET AL PRELIMS.indd 49/5/2017 11:32:01 AM
PLANNING A PROJECTL EA R N I NG3O B J E C T I V E SFrom reading this chapter, you should be able to: outline how you would go about planning and preparing an academicresearch project understand the differences of approach between pure research, marketresearch and consultancy research projects determine the various stages in the planning process appreciate the need to modify the planning stages for different types of project.3.1 Why is it being done?At university, the most common research project you will be required to undertake isan academic research project, for instance an undergraduate dissertation. An academicresearch project is an example of pure research which differs in purpose to otherforms of research. Table 3.1 demonstrates that research of this nature seeks to makea contribution to knowledge, in a specific area or discipline, rather than to solve acommercial problem.03 BRUNT ET AL CH-03.indd 499/5/2017 1:07:26 PM
50Research methods in tourism, hospitality & events managementTable 3.1 Comparison of research purposes for common forms of researchType of researchPure researchAction research/Market researchConsultancy researchExampleDissertationMarket researchContracted researchPhDAcademic journal articleWho determinesfocus of researchResearcherEmployerOrganisation which hascontracted the researcherPurposeContribute newknowledgeEstablish market conditionDependent on contract, usuallyindustrial or commercialPure research is not governed by a wide agenda as with market research orconsultancy research. These forms of research will be conducted with a specific purpose and application in mind. Although some pure research may have practicalimplications, this is not the primary focus in conducting the research. A pure researchproject will advance knowledge by exploring new ideas or building on the researchof others within a certain field. Pure research can be used to test existing theories andto create new theories.As the purpose of pure research is to contribute new knowledge, it is importantthat the researcher demonstrates full understanding of the subject area. In order toachieve this, a greater focus is placed on reviewing research that has already beenconducted in this area. Conclusions will be drawn from the research to identify thecontribution that the project has made.3.2 Overview of the planning stagesThere are a wide variety of models suggested by authors regarding the stages of aresearch project. Veal (2011) identifies 10 key stages in planning a research project,seven preparatory stages, one investigatory stage and one analysis stage. However, he,as do others, acknowledges that each project may require a different approach. Pureresearch is clearly distinct from a consultancy contract where objectives may be solelydetermined by the client. The following overview represents a synthesis of varioussources, together with the authors’ own experiences.3.2.1 Planning a research project03 BRUNT ET AL CH-03.indd 50Stage 1Definition of the problem and development of research questionsStage 2Identification of information needs, to include:9/5/2017 1:07:26 PM
Planning a project 51literature reviewreview of secondary sourcesprimary data requirementsdata collection methodssampling framefieldwork arrangementsanalysis requirementsbudget implications.Stage 3 Redefinition of the problem, the question and information needs(often in the light of budget and time constraints)Stage 4Statement of aims and objectivesStage 5Development of a research programmeStage 6The pilot stageStage 7Data collectionStage 8Data coding and analysisStage 9Report and presentation preparationEach of these stages will now be considered in more detail.3.3 The stages explained3.3.1 Stage 1: Definition of the problem and developingresearch questionsBefore a research project can begin, a topic area must be chosen. In the case ofpure research, the project will usually come about from the researcher’s owninterests. In some instances, the researcher may have to work within a specifiedtopic area. Negotiation may be necessary in order to finalise the topic. This maytake place between a student and their supervisor, or between a team of researchers working on the same project. At the outset of planning a research project, theresearcher should begin by familiarising themself with the topic they wish toexplore. The likelihood is that this will involve finding out what has been donebefore in the same or similar topic areas. Once a thorough understanding of thetopic area has been gained, the researcher can identify a research problem tohelp guide the project.The type of thinking necessary at this stage (and throughout the initial stages)will be developed in the following hypothetical example (Illustration 3.1).03 BRUNT ET AL CH-03.indd 519/5/2017 1:07:26 PM
52Research methods in tourism, hospitality & events managementIllustration 3.1Winter sports tourism research projectA tourism management student was required to write a dissertation on a topic oftheir choice during the final year of their degree. Due to a personal interest inwinter sports, and an academic interest in consumer behaviour, the student choseto explore the motivations of UK residents who participate in winter sports tourism.Initially, to gain an understanding of the topic the student needed to establish: the size of the winter sports market in the UKbehavioural trends of British skierstrends in the global ski industrymotivations for participating in winter sports.After initial work in defining the problem, it was possible to develop some researchquestions – that is, to turn the initial statements or topics into the form of questionsor research. In the case study, this might conceivably include:Initial statement: To explore the motivations of UK residents who participate inwinter sports tourism.Research questions:1.2.3.4.Is motivation commonly used to segment tourists?Why do people participate in sport tourism and winter sports tourism?What are the reasons for non-participation in winter sports?What factors influence the choice of ski resort and other consumer behaviour?Hence, the general statement has begun to be broken down into smaller, moreachievable, parts or research questions.3.3.2 Stage 2: Identification of information needsThe second stage of the project overlaps with the first in as much as the definition ofthe problem will inevitably involve some identification of material that will be used inthe later stages. However, what distinguishes this stage of the project is the move awayfrom ‘what the project is about’ to ‘how it might be carried out’. Depending on the natureof the project, there are several aspects which would warrant some consideration.03 BRUNT ET AL CH-03.indd 529/5/2017 1:07:26 PM
Planning a project53(a) Literature reviewAs already mentioned in Chapter 2, a review of the relevant literature is an essentialstage. The researcher may gain ideas about the sorts of questions which should beaddressed or tips on successful methods of data collection and analysis. Similarly,ideas about how a research project could be organised can be usefully gained bylooking at the work of others.A literature review would involve reading articles in academic journals, textbooks,magazines, trade journals and newspapers. When scanning an article, it is always worthwhile seeing who the author has referred to and following up on these references.Academic and public libraries allow you to search electronically for relevant books andarticles. Academic libraries will usually have a number of subscriptions to disciplinespecific journals and ebooks which can be accessed electronically. In addition to workspublished by authors writing about the topic, or their own research findings, other typesof sources may provide valuable tips. Examples of brochures or other forms of printedinformation could be investigated. This is developed further with the case study.Illustration 3.2 Winter sports tourism researchproject – literature searchSources investigated include articles from journals such as: Annals of Tourism ResearchEuropean Sport Management QuarterlyJournal of Sustainable TourismInternational Journal of Tourism ResearchJournal of Hospitality and Tourism ResearchJournal of Leisure ResearchJournal of Sport ManagementJournal of Sport TourismJournal of Travel and Tourism MarketingJournal of Travel ResearchJournal of Vacation MarketingScandinavian Journal of Hospitality and Tourism ResearchTourism Management.For all of these sources, back issues would be scoured for anything on the same orsimilar topics.03 BRUNT ET AL CH-03.indd 539/5/2017 1:07:26 PM
54Research methods in tourism, hospitality & events management(b) Secondary sources of dataThe difference between items in a literature review and sources of secondary datarelate to how the information will be used. As previously explained, the purpose ofthe literature review is to gain knowledge of the subject, pick up tips and perhaps usereferences in a report to help justify or compare. Secondary sources of data form partof the actual data collection. The ‘secondary’ element indicates that the data havealready been collected for another purpose. Sources of secondary data can be categorised in a number of ways; one example follows.Internal secondary sourcesThese are sources of data available from within an organisation. They include: minutes of meetingsreports from sales representatives and the likefinancial recordsinternal reports.External secondary sourcesThere are a variety of external sources of secondary data which can be further sub-divided:(i) Official statisticsGovernment departments and other public sector agencies in the UK undertake surveysfor all sorts of purposes. In the tourism field, some of the main examples include: Office for National Statistics:{{{{ UK Government:{{{{ {{inbound tourism performanceInternational Passenger SurveyVisit England:{{{{03 BRUNT ET AL CH-03.indd 54National Travel Surveycontrol of immigration statisticsVisit Britain:{{ monthly overseas travel and tourismSocial TrendsGB Tourism Surveythe value of tourism in England9/5/2017 1:07:26 PM
Planning a project{{{{{{{{{{{{55GB Day Visits SurveyTourism Business MonitorTrip TrackerBeyond StaycationAnnual Survey of Visits to Visitor AttractionsEngland Occupancy Survey.The above is a small part of the wide variety of official statistics available, often freeof charge. In addition, international sources of statistical information are available fromorganisations such as Eurostat, the World Tourism Organization (WTO) and theOrganisation for Economic Co-operation and Development (OECD).(ii) Commercial SourcesThere are some commercial organisations who undertake surveys which researcherscan subscribe to or purchase reports on. Organisations which do this sort of workinclude Mintel, the Economist Intelligence Unit (EIU), Keynote, BMI Research,Euromonitor International and Plunkett Research Ltd.As an example, Mintel produced a report entitled ‘Snowsports UK’ (2014), whichresearchers can purchase at http://reports.mintel.com/display/679944. The use of thistype of information depends on the nature of the project and it is always wise toconsider the purpose of the data when it was originally collected to ascertain whetherthe report will be useful.Illustration 3.3 Winter sports tourism researchproject – secondary sourcesIn this case, no internal sources were utilised as the research project was not focusingon a specific business, instead a range of external sources were used. In order tounderstand the tourism market in the UK, the ‘British National Travel Survey’, conducted by the UK Government, and the ‘Monthly Overseas Travel and Tourism Report’,produced by the Office for National Statistics, were used. Although these reports presented trends in tourism amongst UK residents, more information was needed relatingto the UK ski market. In order to fill this gap, Mintel reports, focusing on the ski industry and mountain tourism, were referred to. Commercial reports were also used to thisend. Companies such as Crystal Ski produce an annual report on the UK ski market.Such reports identify trends in consumer behaviour such as destination choice, lengthof stay and resort considerations. In this project, external sources were used to understand existing trends in UK outbound tourism and the ski industry more specifically.03 BRUNT ET AL CH-03.indd 559/5/2017 1:07:26 PM
56Research methods in tourism, hospitality & events management(c) Primary data requirementsHaving scoured the literature and become aware of the range of secondary datasources available, the next decision is to consider what will still have to be found out.Thus, remaining gaps will require specific methods of data collection for the purposeof the research project.Illustration 3.4 Winter sports tourism researchproject – primary dataSecondary sources of information were used to provide an understanding of theexisting market for winter sports, however if the British winter sports market wasto be segmented, the collection of primary data would be necessary. Primarydata collection allows the researcher to identify the motivations of people participating in winter sports, their decision making to select a certain resort, theirsocio-demographic characteristics and their characteristics as a skier.(d) Data collection methodsOnce the necessity of primary data has been established, the methods of data collectionrequire consideration. As outlined in Chapter 2, a decision will have to be made as to aquantitative or qualitative approach, or a mixture of both. The pros and cons of the individual methods will have to be evaluated and limitations recognised. Unfortunately, thereis often no right or wrong answer in the selection but time and financial constraints mayoften be a determining factor. Clearly, the nature of the project in terms of the level ofprecision required from the results will have a significant bearing on the methods of datacollection. What is required from descriptive research (such as in a position statement) isdifferent from the methods needed to facilitate financial forecasting.Illustration 3.5 Winter sports tourism researchproject – data collection methodsTo establish primary information on the characteristics, motivations and behaviourof British skiers, a self-completion questionnaire was constructed and distributed03 BRUNT ET AL CH-03.indd 569/5/2017 1:07:26 PM
Planning a project57online through UK ski clubs. This method of data collection provided quantitativeinformation about British skiers and allowed the questionnaire to be completed bya wide range of skiers. Additionally, a series of in-depth personal interviews wascarried out with a sample of British ski club members to provide qualitative information on characteristics, motivations and behaviour.(e) Sampling frameThis aspect will be discussed more fully in the following chapter. At this stage inthe planning process, decisions need to be made regarding how many people toquestion or interview, where and when to question or interview, and the length ofthe survey period. Again, the nature of the survey will determine sample size, forexample, as well as the expected response rate for the data collection method andavailable resources.Illustration 3.6 Winter sports tourism researchproject – sampling frameAs a relatively small proportion of the UK population participate in skiing, it isunviable to collect data from a representative sample. Instead, a convenience sample will be used to collect data from those known to have an interest in skiing.The online self-completion questionnaire will be distributed to members of 12British ski clubs via email. As these 12 ski clubs have a combined total of 4000members, the population size for this study is 4000. The sample itself is likely tobe much smaller due to non-responses. It is unlikely that all members of thepopulation can be reached by an online self-completion questionnaire. Somemembers may not have supplied the ski club with their email address, or theircontact details may not be up to date. Many of those who are emailed the questionnaire may not wish to participate in the research. In the case of the interviews,interviewees were sought from ski clubs in the UK.(Continued)03 BRUNT ET AL CH-03.indd 579/5/2017 1:07:27 PM
58Research methods in tourism, hospitality & events management(Continued)Response rates for online surveys tend to be much lower than those of paperbased surveys. The opinion, on what an acceptable response rate is, varies betweenresearchers. It is agreed, however, that when the response rate is greater, theresearch will have a greater ability to represent the whole population. In total,1200 skiers completed the questionnaire, a response rate of 30%. Although aresponse rate of 30% may not be able to fully represent all ski club members, asample of 1200 responses was more than adequate to conduct the required statistical tests. In the case of the interviews, a smaller sample was required as the datagenerated is more detailed. The researcher determined, after 25 interviews, that nonew information was being generated.(f) Fieldwork arrangementsDepending on the nature of the project and the methods of data collection selected,there will be a variety of fieldwork to organise. At this stage in the planning process, itis a case of preliminary identification of what will be required. This may well include: arranging permission to interview at a sitegaining access to the names and addresses of potential respondentsgetting quotes for the printing of paper-based questionnaires or the cost ofonline surveysidentifying any equipment that is required, for instance voice-recording technologyestablishing the training requirements of staff, or the need for the recruitment ofstaffobtaining ethical approval from your university before research can take place. Illustration 3.7 Winter sports tourism researchproject – fieldwork arrangementsPermission to contact ski club members will be essential for the success of thisresearch. At this stage, consideration is given as to which clubs would be03 BRUNT ET AL CH-03.indd 589/5/2017 1:07:27 PM
Planning a project59approached to distribute the questionnaire. Once this decision is made, the clubsand forums will be contacted and briefed on the project before permission can begranted and the questionnaire made avaliable to their members. In order to getethical approval, from the university, for the research to commence all respondentsand interviewees must be over the age of 18. Permission to use the data must alsobe obtained from each participant so consent forms need to be drafted. Thequalitative interviews require a trained interviewer. Identification of a suitableperson will be necessary if the researcher is not going to conduct the interviews.Clerical assistance may also be required in the coding of questionnaires and transcription of the interviews.(g) Analysis requirementsBefore any data are collected, it is worth considering how the data will be analysedin terms of what computer package will be used and what statistical techniques willbe performed. Statistical tests could include: Chi-square testMann WhitneySpearmans RankPearsons CorrelationT-testsANOVAMultiple regression analysisPrincipal component analysisImportance performance analysis.Further discussion of these tests can be found in Chapter 7.At this stage, it is necessary to reflect on how the research questions posedmight be answered when analysing the data. If this is by means of statistics, therequirements of the proposed statistical test must be considered. Some testsrequire a minimum number of responses to be reliable, whilst others requirequestions to be formatted in a specific way. For instance, it is often more usefulto ask a respondent to rank variables, rather than select all that apply, when itcomes to data analysis.03 BRUNT ET AL CH-03.indd 599/5/2017 1:07:27 PM
60Research methods in tourism, hospitality & events managementIllustration 3.8 Winter sports tourism researchproject – analysis requirementsThe quantitative survey will be analysed using statistical techniques to determine thesocio-demographic characteristics of the respondents and their characteristics as skiers, their motivations and behaviour. Independent variables such as age, sport, grouptype and level of experience will be cross-tabulated against dependent variables suchas the choice of destination, equipment-buying behaviour, importance of resort features and motivations. Chi-square tests will be used to establish the significance of thevariables (this is more fully explained in Chapter 7). The likely response rate is sufficiently large for variation amongst the respondents to be established by this technique.Due to the number of responses and the statistical tests required, quantitative analysissoftware, IBM SPSS, will be used. The qualitative interviews will be analysed, usingcontent analysis to identify key themes and areas of contradiction and agreementwithin the transcripts. QSR NVivo will be used to organise, code and visualise the data.(h) Budget implicationsIt is highly unlikely that financial implications have not already been considered bythis point in the planning process. For research projects at undergraduate level, it ismost likely that the budget will be determined by the researcher. Expenses will varydependent on the nature of the project but may include travel to and from the fieldwork site, accommodation at the fieldwork site, printing of questionnaires, postageand subscription fees for online survey sites (note that many of these sites offer alimited number of questions free of charge). In some instances, incentives or paymentsare offered to respondents to encourage their participation. Cost may determine thedata collection method chosen and the sampling frame.Illustration 3.9 Winter sports tourism researchproject – budget implicationsCosts of the fieldwork, including hosting a survey online, travelling to interviews andtranscription costs need to be assessed at this point. It is anticipated that enough ski clubmembers will be interested in interviews that participation will not need to be incentivised.03 BRUNT ET AL CH-03.indd 609/5/2017 1:07:27 PM
Planning a project613.3.3 Stage 3: Redefinition of the problemThis is perhaps one of the most awkward stages in the research process. Theresearcher has undertaken literature searches, identified a range of secondary datasources, thought about the primary data requirements, methods of data collection,fieldwork, analysis and prepared a budget. It is now necessary for the researcher todetermine whether the project is viable. The possible outcomes at this stage may wellinclude the following:1.2.3.Everything is fine and the research may progress.Further clarification is needed.The project is too costly and a less expensive option is needed, perhaps concentrating on the secondary sources alone or a smaller sample size.Points 2 and 3, requiring clarification or modification, are common outcomes andtherefore require a process of redefinition before the project can continue. The dangerhere, though, is that delays may ultimately result in a postponement because of missing, or not being prepared for, the survey period. In surveys of a travel and tourismnature, there may be a precise season when data collection must take place, otherwisefew tourists are available for interview.Illustration 3.10 Winter sports tourism research project –redefinition of the problemThe student, in discussion with their supervisor, establishes that the research isready to go ahead.3.3.4 Stage 4: Statement of aims and objectivesFollowing any necessary changes and redefinition, the project is ready to begin. Atthis point, it may be useful to reiterate the aims and objectives. In the case of an academic research project, these may have changed whilst the literature review wasundertaken. If the aims and objectives are to be altered, negotiation will take placebetween the researcher and their supervisor, or amongst all researchers collaboratingon the project, at this stage. This ensures that everyone involved in the project is clearon its aims and objectives.03 BRUNT ET AL CH-03.indd 619/5/2017 1:07:27 PM
62Research methods in tourism, hospitality & events managementIllustration 3.11objectivesWinter sports tourism – aims andWhilst exploring the academic literature surrounding winter sports tourism,it is identified that no research has been undertaken which explores the differences in motivation between skiers and snowboarders. This becomes theresearch problem.A clear aim is established: to develop a typology of British winter sports touriststhrough the identification and analysis of different trends in skier behaviouralcharacteristics.Four objectives are identified in order to achieve the aim:1234To analyse the relevant literature to determine key factors influencing theBritish winter sports market.To undertake data collection of key stakeholders involved in British wintersports tourism, including ski clubs and independent travellers.To analyse data, relating findings to the key literature to enable the structureof a typology.To analyse differences in characteristics between the participants of skiingand of snowboarding.3.3.5 Stage 5: Development of a research programmeThe preliminary work of stage 2, if largely unchanged, will be developed at this stage.This entails:1.2.3.4.5.6.7.Further reviews of literatureAcquisition of secondary sourcesConfirmation of primary data requirements and methods of data collectionThe development of a sampling frameThe design of questionnaires and observation recording sheets (if appropriate)Specification of the fieldwork arrangementsSpecification of the analysis requirements.Overall, this stage represents the tidying up of loose ends before the project startsto ‘roll’.03 BRUNT ET AL CH-03.indd 629/5/2017 1:07:27 PM
Planning a project63Illustration 3.12 Winter sports tourism researchproject – develop a research programmeAt this stage, the student will develop a research programme and undertake thepreliminary work that is necessary before data collection can begin. This willinclude reviewing literature and consulting secondary sources to determine whatinformation needs to be gathered through primary data collection. Changes will bemade to the initial plans if any new information is found. A suitable samplingframe will be established, a questionnaire designed and set up online, an interviewschedule written and ethical approval for data collection obtained. Permissions,from selected ski clubs, will be gained, and interviews will be arranged with ski clubmembers. The student will ensure, at this stage, that the questions asked in boththe quantitative and qualitative research will meet the requirements for analysis.3.3.6 Stage 6: The pilot stageHaving designed the necessary questionnaires, it is vital to test them out before thefinal launch into the data collection. The researcher, having put such effort into theproject to date, may easily believe that the whole world is as interested in the topicas he/she has become. It is then easy to lose sight of how respondents will react andwhat level of understanding they might have. Therefore, it is necessary to see howthings might work out. Thus, questionnaires, interviews or obse
50 Research methods in tourism, hospitality & events management Pure research is not governed by a wide agenda as with market research or consultancy research. These forms of research will be conducted with a specific pur-pose and application in mind. Although some pure research may have practical
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3. Hospitality Services III—Course Code: 992104 4. Hospitality Services IV—Course Code: 992105 Course Description: Hospitality Services I. This course introduces students to the hospitality and tourism industry and identifies some of the current and future trends affecting the hospitality and tourism industry and the impact this
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