Immersion, emergence and reflexivity: grounded theory and aesthetic consumption

Christina Goulding (Wolverhampton Business School, University of Wolverhampton, Wolverhampton, UK)
Michael Saren (WSchool of Management, University of Leicester, Leicester, UK)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Publication date: 30 March 2010



The purpose of this paper is to suggest grounded theory as a potential methodology within the field of arts marketing and the creative industries in general, particularly if the research aims to gain insights into consumer experiences.


Grounded theory is a general, qualitative methodology that is concerned with social processes and interactions. The paper looks at the fundamental processes that grounded theory must follow and provides an example of applying grounded theory in the context of researching the Goths, an aesthetic subculture.

Research limitations/implications

The paper suggests that within the creative industries there is scope for the wider application of inductive, theory‐building methodologies that aim to provide deeper understanding of behavior.


The value of the paper lies in detailing a systematic methodology that scholars may apply across the spectrum of creative and cultural marketing from music festivals to museums.



Goulding, C. and Saren, M. (2010), "Immersion, emergence and reflexivity: grounded theory and aesthetic consumption", International Journal of Culture, Tourism and Hospitality Research, Vol. 4 No. 1, pp. 70-82.

Download as .RIS



Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.