Tourism Research Process

Hospitality Research

1. Descriptive Research◦ also referred to as statistical research◦ aims to answer the questions who, what, where,

when and why◦ used when researchers want to describe the

characteristics of a population or a phenomena 2. Analytical Research

◦ commonly referred to as explanatory research◦ builds upon descriptive research by seeking to

uncover causation

Categories of Research

04/28/23

Categories of Research 3. Predictive Research

◦ aims to make a prediction about an occurence of something happening in the future

◦ often based on past behaviors, attitudes, demographics, and other generalized phenomena

4. Normative Research◦ also known as applied research◦ not only aims to uncover the facts, but also

seeks to provide recommendations for future improvements

04/28/23

04/28/23

Types of Research 1. Qualitative Research

◦ use subjective or humanistic research technique

2. Quantitative Research◦ the researcher gathers data and

evaluates them to locate trends or correlations

04/28/23

Quantitative Research The Survey Method

◦ the purpose is to gather information about human populations by asking questions to the representative sample of the group being studied (through interview or questionnaires)

◦ the representative sample should reflect the characteristics of the population to be studied at large

◦ Types of Surveys and Questionnaires Opinion Surveys -ask respondents what they

think about particular topics Interpretative Surveys - ask respondents why

they chose a particular course Factual Surveys - answers are based on facts

alone

04/28/23

Quantitative Research Survey Administration

◦ mail surveys◦ electronic devices◦ interviews structures interviews semi-structured interviews unstructured interviews telephone surveys

Research Process1.Problem Identification

◦Identify the problem or area in which there is a need for further research◦Topic selection

2.Demand or Situational Analysis◦Gathering all pertinent information◦Critical to the researcher as it ensures that the research will yield a new idea◦Have a good grasp on all relevant background information on the topic before developing the hypothesis

04/28/23

Research Process3.Informal Investigation

◦Furthers the knowledge on the research to be conducted◦May include going to the library, conducting internet searches, and talking informally with people of interest to the research design◦Informally starts developing the hypothesis

Hypothesis - a prediction about future behaviors that is derived from observations and theories Theory – is an explanation of a phenomenon based on careful and precise observation* A theory has been tested and proved through scientific methods while a hypothesis has not been tested yet.

04/28/23

Research Process4. Research Design

◦ Identification of relevant variables of interest, the data that need to be obtained and the procedures that will be carried out to obtain these data.

Two Types of Data1. Primary Data2. Secondary Data

◦ The hypothesis is put into more concrete, formal terms.

04/28/23

Research Process5.Data Collection

◦This step depends on the research design

6.Data Analysis and Interpretation◦Once data has been collected, they must be coded, tabulated and analyzed◦Usually completed by entering the data into a computer program (like the SPSS- Statistical Package for the Social Sciences) ◦First step is to establish counts or frequencies of response expressed in percentages◦Followed by a cross-tabulation of the variables, in which the responses to one question are matched with responses to another.

04/28/23

Research Process7. Research Findings

◦ The cross-tabulation can reveal statistical data

◦ The data are then interpreted and written up in a report

04/28/23

Research Process

04/28/23