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States that there are two general approaches to reasoning which may result in the acquisition of new knowledge: inductive reasoning commences with observation of specific instances, and seeks to establish generalisations; deductive reasoning commences with generalisations, and seeks to see if these generalisations apply to specific instances. Most often, qualitative research follows an inductive process. In most instances, however, theory developed from qualitative investigation is untested theory. Both quantitative and qualitative researchers demonstrate deductive and inductive processes in their research, but fail to recognise these processes. The research paradigm followed in this article is a post‐positivist (“realist”) one. This is not incompatible with the use of qualitative research methods. Argues that the adoption of formal deductive procedures can represent an important step for assuring conviction in qualitative research findings. Discusses how, and under what circumstances, qualitative researchers might adopt formal deductive procedures in their research. One approach, theory testing by “pattern matching”, is illustrated with a sample application.

The purpose of this paper is to explore the Australian tourist experience at Gallipoli in order to better understand how tourists approach and engage with battlefield sites and how the experience may transform them. Specific attention is paid to the role of interpretation in shaping these experiences.

A qualitative research method was employed, involving in‐depth interviews with Australians who had visited Gallipoli in a range of circumstances.

Australians visit Gallipoli for a variety of reasons, including national sentiment and personal connections. They engage with the site in a range of highly personal ways, with guides playing a crucial role in helping them to connect with the site physically, intellectually and emotionally.

The study relied on the participants recalling their experiences from some years past, although other research suggests that this is a minimal problem in the context of such memorable and moving experiences.

The paper provides valuable insights into how tourists experience battlefield sites of great national significance, and consequently how such sites should be managed sensitively and unobtrusively.

This research provides empirical support to conceptual studies on how tourists engage with battlefield tourism sites, and specifically explores the role of interpretation in shaping the overall experience. It further considers the ongoing effects of such experiences.

Maria Amoamo is a post-doctoral fellow in Te Tumu, the School of Māori Pacific and Indigenous Studies at University of Otago in New Zealand. Maria's research interests include the representation of indigenous, cultural and heritage tourism. Her PhD thesis examined the issue of identity in relation to Māori regional tourism within a post-colonial framework. She is currently examining the economic value of identity in relation to determining ‘what is the profile of Māori tourism in Dunedin?’ Maria is also examining the issue of social vulnerability and resilience of Pacific Island communities in relation to tourism.

This study investigates the role that sports brands play in building group identity within a niche sports subculture, via research from two different trail running events. Participants exhibit some of the characteristics of an activity-based subculture of consumption, and brands play a role in building group identity. A key factor that drives a serious leisure pursuit to become an activity-based subculture of consumption is identified as high levels of socialising among participants.

This research investigates customer interactions in an online environment following a service failure, and explores the role of customer-to-customer (C2C) interactions in service recovery.

We examine C2C interactions between airline travellers by analysing their detailed conversations posted on an independent complaint forum. We adopt thematic analysis to scrutinise online dialogue that narrates stories about service failures and how they are resolved with the help of other customers.

Our analysis reveals that other customers act as helpers, educators, listeners and ironists in an online environment following a service failure. We identify information sharing, emotional release, social support, knowledge exchange and learning, and leadership in the online community as forms of C2C service recovery.

This study focuses on C2C service recovery in an online environment; C2C interactions in an offline environment after a service failure are not explored. Future research can apply different research methods to different data sources in order to discover further insights into C2C service recovery.

C2C interactions in service recovery can lead to value creation that enhances customers’ overall satisfaction with their service experiences, and further re-shapes customers’ expectations of the service. Customers are an operant resource for service recovery; thus, service companies should facilitate customer-to-customer interactions that assist successful service recovery.

This research explores the functions and potential impact of online C2C service recovery; that is, service recovery through online C2C interactions. It advances understanding of service recovery by bridging current thinking on customer-dominant logic and the role of C2C interactions.

Tourism is being utilized as a key economic development tool of the 21st century. Serious concern over the benefit of tourism for the poor has contributed to discussion on community involvement and community participation in contemporary literature. In particular, sustainable development has become a way to address the long-term viability of income and employment in least-developed countries while attempting to preserve traditional customs and culture in the face of globalization. Sustainability refers to finding solutions to poverty without compromising the natural and cultural resource base needed by future generations to pursue their own economic goals. This task requires attention to the economic, cultural and social needs of all groups while focusing on solutions that are also viable for the long term (Bramwell, 2001; Davidson, 2007; Mfaume & Leonard, 2004). It is also important to note that social structures and cultural references vary noticeably within countries and regions. Therefore, three separate, independent instrumental case studies (also known as collective case studies) were conducted in three distinct Tanzanian communities in or around tourism destinations. The objective was to allow for the autonomy of specific cultural, social and business networks to be reflected in the research methodology.

Case studies allow for the investigation of constraints to economic participation within real-life experiences, as there is no clear distinction between the phenomenon and the context. Instrumental case studies strive to develop theory, or in this case, facilitate understanding of pervasive problems and do not require typical study populations (Stake, 1995). An instrumental case study is utilized where a ‘particular case is examined mainly to provide insight’ into a phenomenon and the case supports understanding of the phenomenon (Denzin & Lincoln, 2005). The emphasis is placed on specific issues rather than on the case itself. The case in then used as a vehicle to develop a better understanding of the situation or problem (Stake, 2003). Single case studies are ideal for investigating a phenomenon that has not been previously studied and can make a significant contribution to knowledge (Yin, 2003). Since constraints to economic participation within Tanzania have not yet been empirically studied, each individual case study is exploratory in nature.

Once the specific case studies were independently derived and themes developed, a cross-case comparison offered insight into reoccurring themes or case-specific constraints. Using an iterative process, the strength of this methodology lies in the inductive approach that provides suggestive rather than definitive analysis (Welch, 1994). The first phase of analysis results in ‘within’ themes specific to a particular region. Using cross-case comparisons, emergent patterns provide similarities and differences between the three communities.