Qualitative research in tourism

Qualitative research refers to research applying a methodology as well as one of a range of methods, which seeks to explore, interpret, understand, and potentially intervene into a given field or issue under study. Qualitative research in tourism takes its inspiration primarily from the humanities and the social sciences, such as cultural geography, anthropology, and sociology. Most often, the aim is to explore and search for meaning or to develop an understanding through the crafting of “thick” descriptions or the generation of other types of rich material, which may become subject to interpretation. It seeks to avoid making generalizations, grand claims, and reductions. Consequently, it strives to critically reflect on research positionality and to remain sensitive to power relations and ambiguity.

The concept of qualitative research covers a range of methodologies but is usually contrasted with and seen in opposition to quantitative and deductive research, as it attempts to inductively explore the complexity and heterogeneity of tourism. This exploration can be carried out through ethnographic fieldwork and/or by applying a broad array of methods including interviews, participant or nonparticipant observations, focus groups, text and discourse analysis, photo and video documentation or elicitation, visual and multisensory methods, semiotic studies, auto-ethnography, and digital ethnography (netnography). More recently, attempts have been made to explore relations between the performing arts and social science, through innovative methods such as poetry and virtual curating. During the COVID-19 pandemic, digital methods have witnessed an unprecedented growth, opening up avenues while also generating new questions about access, proximity and distance, the importance of “being there,” digital divides, and power.