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In the past decade, scholars across social sciences shifted their attention towards creative and dynamic research methods. Despite the growing popularity of LEGO^® Serious Play^® method across social sciences, few studies applied the method in tourism and hospitality research. This method represents a powerful tool which uses a toy to solve problems, explore ideas and achieve objectives in business, research and community work. This paper aims to provide insights into qualitative multi-method approach incorporating LEGO^® Serious Play^® to gain a deeper understanding of hosts-guest experiences in volunteer tourism exchange programme.

The empirical material mentioned in the paper is based on an interpretive study investigating hosts-guest experiences on organic farms. The study used a multi-method approach, and the data were collected through unstructured interviews, observation, reflexive notes and LEGO^® Serious Play^® workshops with 32 participants in total.

The paper highlights the benefits and limitations of the qualitative multi-method study, specifically focusing on LEGO^® Serious Play^® as a novel approach for tourism and hospitality research.

This study contributes to making the current body of knowledge on qualitative multi-method methodologies and creative visual methodologies in the field of tourism and hospitality. As such, the paper provides an overview of the LEGO^® Serious Play^® method. Specifically, this exploratory paper brings attention to how and to what end existing LEGO^® Serious Play^® has been modified and adopted in this multi-method study. Furthermore, the paper highlights the future use to benefit the tourism and hospitality academics and industry professionals.

This study aims to examine the role of stakeholders in the digital preservation under the following key research questions: What are the levels of awareness of the volumes of digital material? What are the contributory factors for the growth of digital records and the types of information and communication technology products?

With the convergence of questionnaire, documentary evidence, observation, interview and questionnaire, this paper aims to examine the state and role of stakeholders in the digital preservation environment. The adoption of the multi-methods approach to the study offered a panoramic view of the inquiry where the quantitative paradigm became the emphasis or the priority for the study, while the qualitative data set provided a secondary or supportive role.

The study underscored the adoption of collaborative and participatory opportunities in the digital preservation environment and reinforced the concept of Open Data, which thrives on citizen’s trust, participation and collaboration (UN e-government survey, 2014). It further revealed lack of knowledge about the likely growth of digital material across the ministries and agencies and confirmed that government legislations have contributed to the increased demand for information and the growth of digital records.

The study underlined two mutually exclusive concepts (collaboration and participation) as part of the strategies to ameliorate the digital preservation conundrum confronted by memory institutions in Ghana. The applications of these concepts as solutions to the digital preservation problems are novel and currently gaining prominence and acceptance within the archival community Their adoption in this study could not have come at a better time, particularly when public sector organizations are confronted with the challenge of preserving digital records.

The dynamic yet volatile nature of tourism and travel industry in a competitive environment calls for enhanced marketing intelligence and analytics, especially for those entities with limited marketing budgets. The past decade has witnessed an increased use of user-generated content (UGC) analysis as a marketing tool to make better informed decisions. Likewise, textual data analysis of UGC has gained much attention among tourism and hospitality scholars. Nonetheless, most of the scholarly works have focused on the singular application of an existing method or technique rather than using a multi-method approach. The purpose of this study is to propose a novel Web analytics methodology to examine online reviews posted by tourists in real time and assist decision-makers tasked with marketing strategy and intelligence.

For illustration, the case of tourism campaign in India was undertaken. A total of 305,298 reviews were collected, and after filtering, 276,154 reviews were qualified for analysis using a string of models. Descriptive charts, sentiment analysis, clustering, topic modeling and machine learning algorithms for real-time classification were applied.

Using big data from TripAdvisor, a total of 145 tourist destinations were clustered based on tourists’ perceptions. Further exploration of each cluster through topic modeling was conducted, which revealed interesting insights into satisfiers and dissatisfiers of different clusters of destinations. The results supported the use of the proposed multi-method Web-analytics approach.

The proposed machine learning model demonstrated that it could provide real-time information on the sentiments in each incoming review about a destination. This information might be useful for taking timely action for improvisation or controlling a service situation.

In terms of Web-analytics and UGC, a comprehensive analytical model to perform an end-to-end understanding of tourist behavior patterns and offer the potential for real-time interpretation is rarely proposed. The current study not only proposes such a model but also offers empirical evidence for a successful application. It contributes to the literature by providing scholars interested in textual analytics a step-by-step guide to implement a multi-method approach.

This paper aims to outline a conceptual framework for the quality evaluation of web-based sustainability reports (SRs) aiding managers in determining and evaluating quality criteria for the sustainability report of their company.

The paper reviews quality criteria in existing standards and guidelines on sustainability reporting and identifies research gaps. A conceptual framework including a multi-method approach for the quality evaluation of SRs is developed and evaluated.

Existing standards and guidelines on sustainability reporting mainly focus on the content of the reports and neglect common information systems (IS) acceptance criteria such as ease of use and visual appeal. The proposed framework directly involves different stakeholder groups and research methodologies into the quality evaluation process.

The limitations of the research approach offer a number of starting points for future research. The proposed framework needs to be further evaluated by a larger number of test users in a more natural use setting.

The application of a multi-method approach as well as the direct involvement of the stakeholders allows for an in-depth quality evaluation of SRs, enabling reporting companies to meet the readers' demand for information on economic, environmental and social activities of the reporting company. Common acceptance factors from the field of IS should be integrated into existing standards and guidelines on sustainability reporting. Coaching of the users through help functions, wizards, instructional videos or avatars is desirable.

The proposed framework applies innovative technologies such as eye-tracking and software-supported attention analysis. By applying the framework to a set of sample reports, its usefulness and applicability are demonstrated.

Today logistics is an ever-growing multi-billion-dollar business, and logistics operations have been increasingly outsourced to specialised players. The intended aim of this paper is to offer a multi-method approach for estimating the size of the national logistics outsourcing market by building upon financial-reporting data of logistics service providers (LSPs).

The proposed approach is structured into four steps, clustered around two main stages: framework setting and data collection, and processing. A combination of methods is offered, including a review of academic literature and secondary sources, focus groups, interviews and data extractions from national databases.

The proposed approach is meant to be replicable in different countries, thus allowing for comparison amongst markets. With reference to a specific country and year, the following outputs are provided: market size in terms of the number of players and generated turnover – total and split by LSPs type – and market concentration measures. A practical application of the proposed approach to a specific context, i.e. Italy is finally offered.

The study focusses on the logistics outsourcing market and considers financial-reporting data from LSPs, avoiding the need for introducing assumptions about the value of logistics operations for shippers. The proposed approach can contribute to strengthening the accuracy of LSPs' market analyses, and supporting the development of national policies by local governments. The adoption of multiple methods brings rigour and reliability to the study. Finally, high flexibility is ensured, as the method may be adaptable over time to cope with future changes in the logistics landscape.

This study provides data on elder abuse and neglect in German nursing homes. It uses a multimethod approach to analyse conditions leading to abusive and neglectful behaviour.

This paper focuses on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands and the increasing influence of resellers within channels of distribution. Much of the branding research emphasizes a customer-brand knowledge perspective; however, emerging perspectives suggest that brands are also relevant to other stakeholders including resellers. In contrast, channels research recognizes the manufacturer sources of market power, but does not consider the impact of manufacturer “push and pull” strategies within channels. Existing theoretical frameworks, therefore, do not address the reseller perspective of the brand. As a result, the research approach is a multi-method design, consisting of two phases. The first phase involves in-depth interviews, allowing the development of a conceptual framework. In the second phase, a survey of supermarket buyers on brands in several product categories tests this framework. Structural equation modeling analyzes the survey responses and tests the hypotheses. The structural model shows very good fit to the data with good construct validity, reliability, and stability. The findings show that manufacturer support, brand equity, and customer demand reflect the manufacturer brand benefits to resellers. A key contribution of this research is the development of a validated scale on manufacturer brand benefits from the point of view of a reseller. This research shows that the resources that relate to the brand, not just the brand name itself, create value for resellers in channel relationships.

The purpose of this study is to identify the antecedents of entrepreneurial intentions of young women in India because currently Indian Government is emphasizing heavily on women’s participation in the mainstream of economic activities in the country. This study focuses on entrepreneurial intentions as the most important stage of entrepreneurship process. Based on the theory of planned behavior, propounded by Ajzen (1991), it points out intentions as the most significant predictor of human behavior.¤

This paper uses multi-method analysis for validation of the model proposed by Linan. In Study 1, an adapted version of Entrepreneurial Intention Questionnaire (EIQ) (Linan and Chen, 2009) was administered to a group of 248 female students studying in under-graduate science, commerce, arts or management courses, who voluntarily participated in the survey. Quantitative data analysis was conducted using partial least square (PLS) path-modeling algorithm. In Study 2, qualitative study was conducted on 110 young female students using focus group interview technique. Framework analysis was used for the data analysis of the qualitative study.

This study confirms the role of social valuation as an important antecedent of entrepreneurial intentions among women. However, it also identifies that entrepreneurship education is also an important element that affects the entrepreneurial intentions of young women in India.

The study uses multi-method analysis for identifying entrepreneurial intentions among young women in India.

As the emotional/experiential aspect is still marginalized in the literature, this paper aims to explore the role of negative emotions associated with past experiences (PEs) in explaining the preventive health behavior (PHB) of the consumers with a chronic disease.

From the perspective of experiential marketing, a multi-method exploratory study was conducted among consumers with type 2 diabetes. The investigation process applied phenomenological interviews, visual projections and consumer diaries to adequately capture the emotional responses related to consumer experience of healthy diet behavior.

The results of a methodological triangulation show that the generation of negative emotions associated with PE with the PHB stimulates adopting healthy eating behavior rather than restraining it.

The multi-method protocol chosen for this experiential study is a response to the methodological requirements for a broader conception of consumer experience in the context of chronic diseases. This protocol can be used for further empirical investigation of emotional reactions experienced in consumer behavior in the broad sense.

Managerial implications are provided for health-care professionals on how to implement marketing strategies and practices based on the identified consumer profiles.

This study highlights the significant role of experienced emotional responses in explaining the adoption of the PHB and underlines that not all decisions are rational. It also contributes to the literature by specifying a mixed-method approach of data collection for deeper investigation of the consumer’s emotional responses to the health behavior experience.

The purpose of this paper is to utilize a multi-method design for research on corruption in China. Corruption in any society is inimical to good governance. Singapore, despite her size, is argued to be a plausible model for China.

Taking a multi-method approach, the phenomena of corruption is investigated from: etymological analyses for corruption (European roots) and its Chinese equivalent, 贪污 (pinyin: tan wu) case studies taken from three periods: current, Qing Dynasty and to founding of China (zhong guo, Qin Dynasty) to ground our policy recommendation of China be modeling after Singapore on the basis of our analysis of statistical (2013 and longitudinal) data. In the process, the authors embark on inter-country comparisons (mainly Confucian China, Hong Kong, Taiwan, South Korea and Japan).

Here are the key insights: scholars are unaware the English word corruption is narrower in scope than the Chinese equivalent tan wu贪污. As far back as 3,000 years, the Chinese had attributed wu, 污 as filthy, polluting, dirty to psychological concept of greed tan, 贪. In English, corruption does not denote greed per se. Falsification of facts as a political ploy dates back to Qin dynasty. Destabilizing corrupt cases occurred in China today as in Qing Dynasty. Singapore rather Hong Kong is a better model for China in reforming society.

This paper illustrates a distinctively, in-depth approach to research on Chinese management. It shows why it is important to clarify key concepts: corruption in the West and tan wu贪污in the East. Historical cases are utilized to show the presence of a continuing Chinese mind set. The authors argued for China to embark on a city-by-city strategy (modeling after Singapore) toward becoming a corruption-free society. Now, as 3,000 years ago, the Chinese conceptualization of corruption embeds the psychology of greed.

China is at a crossroad of her economic development. There is a possible risk of China being destabilized through the corruption of the top rung of leadership. Chinese authorities must with urgency, rein in corruption. An approach is proposed in this paper.

In terms of style, approach and method of research, this paper is highly original. The integrative research here provides a rationale and basis for the Chinese leaders to implement a policy for a less corrupt society.