Multi Methods and Triangulation Approach to researching Tourists’ Experiences and Satisfaction

Kim, Jennifer, Lian Chan (2004) Multi Methods and Triangulation Approach to researching Tourists’ Experiences and Satisfaction. In: 13 European Conference on Research Methodology for Business and Management studies, ECRM 2014, Cass Business School, City University London.


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Tourist experience and satisfaction are subjective measurements of an evaluative orientation - tourists express, through their intentions and behaviour, subjective judgement associated with emotional and cognitive aspects. There are noticeable limitations to existing consumer theoretical and methodological approaches to the measurement of tourist experience and satisfaction in the tourism and hospitality context. A broader fluid research framework, utilising different methodological approaches, is needed to reflect the tourist experience that is complex, subjective, situational, multi-dimensional and involves an individualistic process of consumption. The paper presents a multi-qualitative approach to research tourist experience and satisfaction, namely the Profile Accumulation Technique (PAT) which involves carrying out written assessment, in-depth interviews as oral assessment and observation techniques on site to examine tourist behaviour. We found that tourist experiences and satisfaction are attributed to the personal experiential aspects and functionality/performance of service providers from data triangulation of these three data sources. A multi-method approach utilising three data sources offers a more holistic and detailed investigation with well-founded results and convergent validation of the findings. This method is viewed as a pragmatic research philosophy that offers rigorous data analysis, accurate findings with high cogency and a rich in-depth understanding of tourist experiences as compared to a single method. Hence, multi methodology or mixed method is recommended in researching issues that are subjective, complex, sensitive and multidimensional.

Item Type: Conference or Workshop Item (UNSPECIFIED)
Uncontrolled Keywords: Multi-qualitative methods, methodologies and data triangulation, Profile Accumulation Technique (PAT), participation observation, tourist experience and satisfaction
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD58.7-58.95 Organizational behavior, change and effectiveness. Corporate culture
Divisions: FACULTY > Faculty of Business, Economics and Accounting
Depositing User: ADMIN ADMIN
Date Deposited: 11 Jan 2016 06:58
Last Modified: 10 Nov 2017 02:22

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