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Prelims

Advanced Research Methods in Hospitality and Tourism

ISBN: 978-1-80117-551-7, eISBN: 978-1-80117-550-0

Publication date: 4 November 2022

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(2022), "Prelims", Okumus, F., Rasoolimanesh, S.M. and Jahani, S. (Ed.) Advanced Research Methods in Hospitality and Tourism, Emerald Publishing Limited, Leeds, pp. i-xvii. https://doi.org/10.1108/978-1-80117-550-020221014

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Emerald Publishing Limited

Copyright © 2023 Fevzi Okumus, S. Mostafa Rasoolimanesh and Shiva Jahani. Published under exclusive licence by Emerald Publishing Limited

Half Title Page

Advanced Research Methods in Hospitality and Tourism

Endorsements

The Advanced Research Methods in Hospitality and Tourism book makes a great contribution to literature by providing a cutting-edge overview on research methods used in hospitality and tourism. A range of useful chapters written by experts in our field focus on different topics including mixed-method research methods, scale development, application of neuromarketing, and text mining approaches. This is a comprehensive methodology overview from world-class experts, and the readers can get extensive knowledge and experiences on different research methods. The book will support researchers and students undertaking research, and it is therefore highly recommended.

Professor Dimitrios Buhalis Bournemouth University Business School, UK and The Hong Kong Polytechnic University, SAR China Editor-in-Chief of Tourism Review

… a must have research methods book for hospitality and tourism researchers and practitioners. It provides clear guidelines for the use of various research methodologies. It’s full of important information for those of us who conduct research in hospitality and tourism field. Make sure you read this book to learn from the best researchers in the field.

Dogan Gursoy Taco Bell Distinguished Professor Hospitality Business Management Washington State University Editor-in-Chief of Journal of Hospitality Marketing and Management

This is the source to explore and learn about the latest research methods in the hospitality and tourism field. A must-read for all graduate students and faculty who are serious about performing scholarly work in our field.

Professor Sheryl F. Kline Aramark Chaired Professor and Deputy Dean Alfred Lerner College of Business & Economics, University of Delaware

Title Page

Advanced Research Methods in Hospitality and Tourism

Edited by

Fevzi Okumus

University of Central Florida, USA

S. Mostafa Rasoolimanesh

Taylor's University, Malaysia

And

Shiva Jahani

University of Central Florida, USA

United Kingdom – North America – Japan – India – Malaysia – China

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Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2023

Editorial matter and selection © 2023 Fevzi Okumus, S. Mostafa Rasoolimanesh and Shiva Jahani.

Individual chapters © 2023 The authors.

Published under exclusive licence by Emerald Publishing Limited.

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No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters' suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-80117-551-7 (Print)

ISBN: 978-1-80117-550-0 (Online)

ISBN: 978-1-80117-552-4 (Epub)

List of Figures

Chapter 3
Figure 1. Mixed Methods Design Matrix Showing Nine Different Designs.
Figure 2. Exploratory Sequential mixed method Design Matrix.
Figure 3. Guidelines for Implementation (Author's Construct).
Chapter 4
Figure 1. Flow Chart of Procedures for Study Selection.
Chapter 5
Figure 1. Psychoneurobiochemistry of Marketing.
Figure 2. Development of Neuromarketing Literature.
Figure 3. Development of Neuromarketing Literature in Tourism & Hospitality.
Figure 4. Psychophysiological/Neuromarketing Data Collection Methods.
Figure 5. tatilbudur.com Web Site Header Banner -1- Heat Map and Scan Path Analysis.
Figure 6. tatilbudur.com Web Site Header Banner -2- Heat Map and Scan Path Analysis.
Figure 7. tatilbudur.com Web Site Hotel Comparison Heat Map and Scan Path Analysis.
Figure 8. Hotel Room -1- Heat Map and Scan Path Analysis/tatilbudur.com.
Figure 9. Hotel Room -2- Heat Map and Scan Path Analysis/tatilbudur.com.
Figure 10. Hotel Service Description Heat Map and Scan Path Analysis/tatilbudur.com.
Figure 11. Hotel Service Description Heat Map and Scan Path Analysis/tatilbudur.com.
Figure 12. A Holiday Campaign Visual Heat Map and Scan Path Analysis/freepic.com & tatilbudur.com.
Figure 13. A Holiday Campaign Visual Area of Interest Analysis/freepic.com & tatilbudur.com.
Figure 14. tatilbudur.com Web Site Header Banner -1- Area of Interest Analysis.
Figure 15. Facial and Vocal Expression Recognition Analysis.
Chapter 6
Figure 1. Reorganized Preliminary Themes to Shape Higher Level Themes.
Figure 2. Visual Network of Final Themes Identified in the Analysis.
Chapter 8
Figure 1. Overview of Proposed Method.
Figure 2. The Number of Aspects in Positive and Negative Comment Sentences.
Figure 3. The Number of Positive Features in the Comments.
Figure 4. The Number of Negative Features in the Comments.
Figure 5. Passengers' Overall Star Rating Aspects, Ranked by Importance.
Chapter 9
Figure 1. Process of Planning, Data Collection, and Analysis.
Figure 2. Search Hashtags (#) and Keywords – Spain.
Figure 3. A Tweet That Requires Latent Analysis.
Figure 4. Content Analysis.
Chapter 10
Figure 1. Method Triangulation to Understand Place Meanings for Groups.
Figure 2. Illustration of an Adapted Q-Method Process.
Figure 3. Research Design for Data Collection and Trustworthiness.
Figure 4. Part Two – Photo Elicitation Using Q-Sort and Focus Group Two.

List of Tables

Chapter 2
Table 1. Competing Characteristics of MMR.
Table 2. MMR Designs.
Table 3. Guidelines for Evaluating Rigor Within MMR.
Table 4. Challenges of Conducting Mixed-Methods.
Table 5. Recent Tourism and Hospitality Studies Adopting Mixed/Multi Methods
Chapter 4
Table 1. Descriptive Characteristics of the Reviewed Scales in Tourism and Hospitality Studies.
Table 2. Evaluation of Scale Development Process Tourism and Hospitality Studies.
Table 3. Summary of Descriptive Characteristics and Psychometric Evaluation of Tourism and Hospitality Scales.
Table 4. Scale Development Guidelines and Procedures.
Chapter 5
Table 1. Limitations of Frequently Used Traditional Data Collection Methods.
Chapter 6
Table 1. 1920s Interesting Points.
Table 2. Narratives of Albums from the 1910s.
Table 3. Collated and Combined Codes – Prior to World War II.
Table 4. An Example of Defining Themes.
Chapter 7
Table 1. Participation Rate on TripAdvisor by City.
Table 2. Descriptive Hotel Data by City.
Table 3. Participation Rates by Tourist Spot.
Table 4. Participation Rates by Geographical Region.
Chapter 8
Table 1. Polarity Classifier Accuracy and F-Score Values.
Table 2. Aspect Classifier Accuracy and F-Score Values.
Table 3. Overall Star Rating Scale for RQ1.
Table 4. Overall Star Rating Scale for RQ2.
Table 5. Consistency Percentages of Overall Star Rating Values by Three Methods.
Chapter 9
Table 1. Twitter Data Access Points (Shaheer, 2019).
Table 2. Information Recorded.
Chapter 10
Table 1. Interview Guide.
Table 2. Photo-Taking Instructions.
Table 3. Photo Data Based on Focus Groups.
Table 4. Q-Sort Instructions.
Table 5. Photo Data After Q-Sort.
Table 6. Interview Guide Focus Group 2 (Summary).
Chapter 11
Table 1. Methodological Guidelines for Researching Animals' Perspectives.

About the Contributors

Elizabeth Agyeiwaah is an Assistant Professor at the Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Avenida Wai Long, Taipa, Macau. She received her PhD at the Hong Kong Polytechnic University. Her research interests include sustainable tourism development, small and medium tourism enterprises, and tourist studies.

John Ap (PhD, Texas A&M) is a Professor in Tourism Management at the Macao Institute for Tourism Studies. He is Director of the Global Centre for Tourism Education & Training and Visiting Professor in the School of Tourism Management. His areas of expertise include: impacts of tourism; tourist behavior; theme parks, tourism planning; and research methods. Prior to becoming an academic, he was a town planner who specialized in recreation and tourism planning with over 11 years' professional experience.

Jaylan Azer is Assistant Professor of Marketing at Adam Smith Business School, University of Glasgow, Scotland, UK. Her research interest focuses within the services domain on the complementary concepts of actor/customer engagement, value co-creation, and Service-dominant Logic (SDL). Within this domain, she has a focus on consumer behavior and its impact in digital contexts, especially social online networks. Her research has been published in marketing and service journals including the Journal of Business Research, Journal of Service Management, Journal of Marketing Management, and Journal of Services Marketing and the Proceedings of International Conferences. Dr Azer has led research and business projects sponsored by Visit Scotland and Scottish Tourism Alliance, and has been a recipient of external research and impact grants from the Economic and Social Research Council (ESRC).

Ali Bavik is an Assistant Professor at the Macau Institute for Tourism Studies (IFTM). Dr Bavik completed his PhD at the University of Otago. His research expertise is hospitality marketing and hospitality management, organizational culture, tourist behavior, and corporate social responsibility. He has several published journal articles and conference papers on topics related to tourism and hospitality management and marketing. He was recognized as the Outstanding Author Contribution Award Winner by Emerald under the Literati Network Awards for Excellence 2017. Currently, he is serving on the editorial board of the Journal of Hospitality and Tourism Insights and The Service Industries Journal.

Giovanna Bertella is Associate Professor at the School of Business and Economics, UiT – The Arctic University of Norway, Tromsø. She received her PhD from the Department of Sociology, Political Science and Community Planning at UiT. Her research interests include management, entrepreneurship/innovation, marketing, tourism and leisure studies (nature- and animal-based tourism, rural tourism, food tourism), food studies (plant-based food), and futures studies (scenarios). She has published articles in various peer-reviewed journals and contributed to several books.

Hakan Boz is Associate Professor at Usak University's School of Applied Sciences, Turkey. Prior to joining the academia, he held various positions in the tourism and hospitality sector. His research focuses on gaining a deeper understanding of consumer and employee behaviors by using psychophysiological and neuromarketing tools.

Neil Carr is a Professor in the Department of Tourism, University of Otago. His research focuses on understanding behavior within tourism and leisure experiences, with a particular emphasis on children and families, sex, and animals (especially dogs).

Martin Gannon is Lecturer in Entrepreneurship at the University of Edinburgh Business School. His work has a diverse focus, incorporating entrepreneurial philanthropy, family business management, sustainability management, destination management, consumer behavior, and tourism and hospitality management. His published works can be found across a range of internationally leading outlets. Dr Gannon currently serves on the editorial board of Tourism Management Perspectives and the International Journal of Contemporary Hospitality Management.

Andrea Insch is an Associate Professor at the University of Otago, Dunedin, New Zealand. Before undertaking her doctorate at Griffith University in Brisbane, Andrea worked at Queensland's Department of State Development. In 2005 Andrea moved to New Zealand to join the Marketing Department at the Otago Business School. Andrea's research expertise is interdisciplinary, connecting marketing, urban studies, and tourism. Andrea is the Book Review Editor and Regional Editor (Australia and New Zealand) for Place Branding and Public Diplomacy.

Shiva Jahani is a Data Scientist and Tourism and Hospitality Scholar. She leverages her data science expertise as a statistician and graduate faculty in the College of Community Innovation and Education at the University of Central Florida as well as a Research Fellow at Orblytics LLC – an international data science and scholarly writing firm. She applies her tourism and hospitality expertise as the Associate Editor of the Journal of Hospitality and Tourism Insights (JHTI). Dr Jahani has served as an invited board member and researcher of the World Academy for the Future of Women (WAFW). She has published over 20 articles in refereed journals as well as several methodological white papers on a variety of topics. Dr Jahani's research includes invited collaborations on funded projects from funders such as: (1) FEMA, (2) NSF, and (3) FDA.

Balvinder Kaur Kler, Senior Lecturer in Tourism, is also Director of the Borneo Tourism Research Centre at the Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah. Her research explores people–place relationships, specifically the meanings and attachments to place from both a resident and tourist perspective. Her publications combine the application of sense of place to niche tourism markets. She continues to wander in the world of interpretative inquiry expanding her understanding of qualitative methods. She received her PhD in Tourism from the University of Surrey.

Erdoğan Koc is a Professor of Marketing at Faculty of Economics and Administrative Sciences, Bandırma Onyedi Eylül University, Turkey. He is the chair and head of the Department of Business Administration. He serves on the editorial boards of a number of journals. His research primarily focuses on the human behavior element (both as consumer and employee) in tourism and hospitality particularly by using psychophysiological and neuromarketing tools.

Chen Feng Kuo (Andy) is an Assistant Professor at the Macau Institute for Tourism Studies (IFT). Dr Kuo received his PhD from Purdue University in Hospitality and Tourism Management after receiving an MS from Cheng Kung University in Taiwan in Transportation and Communication Management Science. Dr Kuo was chairman of the hospitality management department at Tunghai University in Taiwan and also served on the faculty. Dr Kuo has held several consulting positions in the hospitality area including being foodservice operations consultant for the 2009 Kaohsiung World Games and for the 2017 Taipei Summer Universiade. Also, he acted as management consultant for the 85 Sky Tower Hotel.

Paulin Wong Poh Lin is Senior Lecturer and Head of Programme at the Faculty of Business and Management, Quest International University, Malaysia. She obtained her PhD from Universiti Malaysia Sabah (UMS). Her academic pursuit includes understanding place meanings, especially among host community in tourism destinations. She is currently a reviewer for the Malaysian Journal of Qualitative Research and an Associate Editor for the Journal of Social Sciences and Business.

Eva Martin-Fuentes is a Senior Lecturer for the Department of Business Management at the University of Lleida (Spain) where she has been recognized with the Teaching Excellence Award for the areas of tourism management and social media. She has been coordinator of Social Media Marketing (MSc) at the University of Lleida, academic secretary of the Business Management Department, and currently, she is Vice-Dean of Institutional Relations and Employability of the Faculty of Law, Economics and Tourism. She holds an international PhD in Engineering and Information Technologies. She is postdoctoral researcher in the Research Group on Tourism and Social Knowledge Economy, and she has been Visiting Academic for the University of South Australia. Her research interests focus on e-tourism, especially in the hospitality industry, and she has published articles in several journals, such as Annals of Tourism Research, the International Journal of Hospitality Management, Sustainability, Tourism Management, Journal of Hospitality and Tourism Management, among others.

Juan Pedro Mellinas is Assistant Professor of Marketing at University of Murcia (Spain). His research interests are focused on tourism satisfaction and User Generated Content (UGC) using online reviews in websites like Booking.com or TripAdvisor as main data source. The most prominent of his research is focused on describing, questioning, and criticizing the current online review collection systems in the tourism field. He has described the controversies that the use of different scales and methodologies can create in capturing and presenting information and also the subjectivity of these reviews and, to a certain extent, their questionable reliability in the measurement of some items. His articles have appeared in Tourism Management, Annals of Tourism Research, International Journal of Hospitality Management, and Tourism Review, among other journals.

Parisa Saadat Abadi Nasab has recently completed her PhD studies at the University of Otago. Her research interests include the areas of sociology of leisure, family leisure, family photography, qualitative inquiries, and visual data analysis. Working with migrant women to understand how leisure can help with their community integration, resettlement, and home-making in New Zealand, she is also highly interested to expand her research knowledge in understanding leisure experiences of underserved communities (women, migrants, refugees).

Fevzi Okumus is the CFHLA Preeminent Chair Professor within the Hospitality Services Department at the University of Central Florida's Rosen College of Hospitality Management. He has over 160 refereed journal articles, three books, 12 book chapters, and 90 conferenced presentations and reports. As of August 1, 2021, his publications have received over 13,300 citations and he has an h-index of 55. He has chaired/cochaired and served on numerous PhD dissertation and master thesis committees. He is the Editor-in-Chief of the International Journal of Contemporary Hospitality Management (IJCHM) (IF: 6.514) and the Journal of Hospitality and Tourism Insights (JHTI). He has received numerous prestigious research awards and recognitions.

Gozde Ozturk is currently an Information Technology Teacher in the Education of Ministry, Turkey. She graduated the PhD program in 2020 from the Department of Tourism Management, Faculty of Tourism, Aydın Adnan Menderes University, Turkey. Her research interest areas are data mining, text mining, graph mining, and association rule mining.

S. Mostafa Rasoolimanesh is an Associate Professor and Director of the Centre for Research and Innovation in Tourism (CRiT), in Taylor's University, Malaysia. His research interest areas include sustainable tourism, heritage tourism, community participation, residents' perceptions, and urban sustainability. Moreover, he has used advanced quantitative analysis such as partial least squares structural equation modeling in most of his papers. He has published widely in high-impact journals. Mostafa is an editorial team and board member of several reputed tourism and hospitality journals.

Ismail Shaheer is a Postdoctoral Fellow in the Department of Tourism, University of Otago. His research focuses on tourist behavior, ethics, social media, and media-induced tourism. Before undertaking his doctorate, he worked at the Maldives Tourism Promotion Board (now Maldives Marketing & Public Relations Corporation) for more than 10 years marketing the Maldives as a tourist destination.

Babak Taheri is Professor of Marketing at Nottingham Trent University and has held a number academic and research leadership positions in the past. He is also Honorary Professor of Marketing at the Business School at University of Aberdeen. He has an established reputation in the marketing field with a specific expertise in services marketing management, consumer behavior and tourism, leisure and cultural consumption. The innovative nature of his research traces its roots to multidisciplinary work and to the methodologically robust measurement and assessment of key concepts. He has published consistently in internationally rated top-tier journals with high impact factors (over 100 academic publications) and held funds from bodies in the EU and UK such as Horizon 2020 and Innovate UK Research Grant. Professor Taheri currently serves as Senior Editor for Tourism Management Perspectives and Associate Editor for The Service Industries Journal and the International Journal of Contemporary Hospitality Management. He is also on the editorial review board of several social science journals, including the Journal of Business Research and Journal of Travel Research.

Abdullah Tanrısevdi is currently a Professor in Tourism Marketing, Research Methods, and Special Interest Tourism at the Department of Tourism Guiding, Faculty of Tourism, Aydın Adnan Menderes University, Turkey. He visited Oklahoma State University (OSU) – Center for Hospitality and Tourism Research (CHTR) as a visiting scholar in 2011, and received a postdoc from the University of South Florida in 2015. He is the Editor-in-Chief of the Adnan Menderes University Journal of Travel and Tourism Research.

Trudie Walters is an Independent Researcher from Ōtepoti/Dunedin, Aotearoa New Zealand. Her research platform is centered on events and leisure as interdisciplinary lenses through which to understand the inner workings and values of society.

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