Chapter 1: Introduction

In recent years, the issues facing internal and external stakeholders (e.g., managers, customers, and researchers) in hospitality and tourism have grown in complexity and scope. As such, several studies have highlighted the importance of applying advanced and cutting-edge research methods to investigate these complex phenomena. To this end, researchers have introduced new and avant-garde research methods and analysis techniques for use in hospitality research (Ali, Rasoolimanesh, Sarstedt, Ringle, & Ryu, 2018; Hadinejad, Moyle, Scott, & Kralj, 2019; Okumus, Koseoglu, & Ma, 2018; Rasoolimanesh, Ringle, Sarstedt, & Olya, 2021; Tavakoli & Wijesinghe, 2019). To meet this need, the editors have produced this book that introduces cutting-edge research methodologies relevant to current research in hospitality and tourism.