A critical view on mixed-method approaches to tourism and hospitality research

Azer, J. , Taheri, B. and Gannon, M. (2022) A critical view on mixed-method approaches to tourism and hospitality research. In: Okumus, F., Rasoolimanesh, M. and Jahani, S. (eds.) Advanced Research Methods in Hospitality and Tourism. Emerald Publishing, pp. 5-24. ISBN 9781801175500 (doi: 10.1108/978-1-80117-550-020221002)

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Publisher's URL: https://doi.org/10.1108/9781801175500


Mixed methods research (MMR) represents an alternative methodological approach, combining qualitative and quantitative research styles, and enabling researchers to explore complex phenomena in detail. This chapter provides a critical view of mixed methods research and its application in social science research, with examples from tourism and hospitality used to guide those aiming to undertake mixed-methods research projects. The chapter provides insight into the characteristics of MMR, distinguishing it from a multi-method approach. It also provides a detailed explanation of different MMR designs and highlights the advantages and challenges of adopting a mixed-methods approach. Moreover, the chapter discusses approaches to analysis which are pivotal to MMR design. Finally, the chapter concludes with recommendations for researchers hoping to adopt a mixed-methods approach.

Item Type:Book Sections
Glasgow Author(s) Enlighten ID:Azer, Dr Jaylan
Authors: Azer, J., Taheri, B., and Gannon, M.
Subjects:H Social Sciences > H Social Sciences (General)
College/School:College of Social Sciences > Adam Smith Business School > Management
Publisher:Emerald Publishing
Copyright Holders:Copyright © 2023 Jaylan Azer, Babak Taheri and Martin Gannon
Publisher Policy:Reproduced in accordance with the publisher copyright policy

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