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This chapter discusses the use of qualitative content analysis in the field of hospitality and tourism. The primary objective of this chapter is to draw attention to the use of a content analysis approach for the treatment of data. As a further objective, the chapter contributes to current knowledge by underscoring a qualitative content analysis approach that would be of benefit to hospitality and tourism scholars. Overall, the chapter serves to inform hospitality and tourism scholars of how to increase the trustworthiness of qualitative content analysis approaches, which is seen as one of the most crucial impediments to its use.

This research investigated the creative representations and written reflections of 74 pre-service teachers in two teacher education courses from two large public research universities. Using qualitative methodology, this study examined images of teaching in conjunction with written reflections as a measure of the developmental level of learning to teach. As the representations were analyzed, the very personal nature in which these representations were constructed became apparent, along with the importance of the students’ own past personal experiences. Moreover, sophistication of reflective comments also differed across groups. Differences between the two groups are discussed and implications for future research are offered.