In the burgeoning tourism, travel and hospitality textbook market place there have been relatively few that address research methods. Any text with a focus on integrating research theory with real world tourism practise is therefore a welcome addition to the field. It is important to point out at the outset that this is not a prescriptive, introductory guide to the research process. Rather, readers will find a more advanced discussion on the application of various research techniques in tourism settings.
There are two primary aims of the text. The first is to bridge the divide between business research methods and the growing social science perspective, and the second is to integrate theory with specific tourism examples and case studies. To achieve this, the editors have compiled 17 chapters, in which a multiplicity of techniques are addressed. Predominantly qualitative, these include observation, case studies, visual evidence, action ethnography, the Delphi technique, depth interviews, mystery shopping, longitudinal, narrative analysis, GIS, focus groups, content analysis and cluster analysis. Additionally, two chapters address gender perspectives and ethics. The introductory chapter presents a brief situation analysis of tourism research practise, while the concluding chapter presents a view of the future of tourism research. The editors are to be congratulated for the concept, and it is hoped any future edition might be expanded to include applications of other techniques of value to tourism researchers such as Repertory Grid Analysis, Q‐sort and perceptual mapping for example.
A major strength of the text is that it brings together a breadth of experience from 23 contributors, many of who will be well known to readers of this journal, who share their personal experiences and insights in a range of settings around the world. The text is essential reading for advanced undergraduate and postgraduate students involved in primary research, and will prove a useful resource for tourism academics.
