Qualitative Tourism Research

Conducting qualitative research in tourism studies entails engaging with an entire approach, a set of methods that shape project design, conceptual frameworks, data analysis, and anticipated outcomes. Standard qualitative methods are individual interviews, focus groups, and ethnography. Solicited written diaries, photograph and video documentation, and online methods represent more innovative qualitative tools. The aim with qualitative research is not to be representative on a large scale, as is the case with quantitative approaches meant to replicate results, but rather to explore individual experiences in rich detail, situated in their tourism contexts.