Social action research and small hospitality firms

Develops a conceptual framework for qualitative research directed at small hospitality firms, ensuring an appropriate “fit” between theory, research and analysis, and aiding subsequent practical applications for hospitality research practitioners. Proposes that certain key theoretical and qualitative research issues are often absent from hospitality research. This is to the detriment of the development of the subject area. Investigates justification, implications for choice, and application of methodologies. This serves to explore the relevance of one central school of social scientific thought, the action/interaction approach, to the multidisciplinary hospitality field of study. Shows how this model fits in with a research approach which takes the point of view of the subject or respondent. The overall aim is to debate the utility of this orientation for small hospitality firm research in contrast to the more commonly taken structural or organisational analysis. Examples are drawn from a specific empirical research enquiry to illustrate how conceptual and practical challenges of concern to critics of this approach are resolved in the field.