1
Research Design
Tourism Research
Research Variables
Variables
• Any factor that can take on different values
• E.g. Age can be a variable because people have
different ages
• Not always numerical (e.g. gender)
• A variable can be (USUALLY) dependent or
independent
• Distinguishing between dependent vs independent
is important especially if you are trying to
investigate cause-effect relationship
Variables
• Independent variable – what you (or nature)
manipulates
• Dependent variable – affected by the independent
variable
• E.g. You are trying to study the effect of the tour
guidelines to the satisfaction of the educational tour;
the tour guidelines is the independent variable and
the satisfaction is the dependent variable
Variables - Workshop
• On the succeeding slides are given statement of the
problems, your task is to determine the type of
variables (whether independent or dependent)
Variables - Workshop
Age
Gender
Educational
Attainment
Satisfaction on the
tour package
2
Variables - Workshop
Job satisfaction
Job performance
Organizational
commitment
Outcome orientation
People orientation
Team orientation
Aggressiveness
Variables - Workshop
Menu cycle
Customer satisfaction
Sales
Profit
Inventory
Research Designs
Action Research
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
Edralin, D. (2000). Business research concepts and applications. De La Salle University - Manila
•Conducted to develop or recommend fresh
approaches, policies, programs, strategies, or
skills to solve problems in an actual organizational
setting
•An effective action research requires that you
spend time in the research setting.
•It is imperative that the organization that you want
to apply the action research wanted change, if not,
change your research design
Action Research
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• May have few related research literature
because the results of the study is not intended
to be published, but to be used in the
organization
• Action research produces only context-specific
knowledge
• There may be issue on objectivity and bias
Action Research
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Two types of action research:
1. Pragmatic – research participants give input,
but are excluded from analysis and output-
development
2. Critical - the researcher and the participants
jointly interpret, verify and participate in
creating the output
3
Action Research – Sample Studies
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Taylor & taylor (2008) devised new methods of
ensuring food safety in hospitality industry
• Hastings et al. (2006) effected change in
marketing practices of small-scale tourist
attractions in Wales, UK
• Cole (2006) created sustainable tourism plan of
Eastern Indonesia through participation
technique
Action Research
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
Cole, S. (2006). Information and empowerment: the keys to
achieveing sustainable tourism. Journal of
Sustainable Tourism, 14, 629-644.
Hastings E., Jones, E. & Botterill, D. (2005). Tourism
marketing consortia best practice: dynamic modelling
using action research. Proceedings of Cutting Edge
Research in Tourism – New Directions, Challenges
and Applications. Surrey University, 6-9 June.
Taylor, E., & Taylor, J. (2008). A new method of HACCP for
hospitality: from concept to project. International
Journal of Contemporary Hospitality Management,
20, 524-541
Case Study
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• A study of few cases, sometimes one,
constructed out of naturally occurring situations
and investigated in considerable depth
• Commonly used in tourism industry. An example
is your transportation management final output.
• Has plenty of related research literature
• Case studies are usually descriptive
Case Study
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Not ideal for locations that are inaccessible
• May consume a lot of time and resources
• Do not use case study so you can go to your
province and visit friends and family
• Criticism include analysis and results may not
be consistent and replicable
Case Study
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Decide on the study unit, these may be:
• Spatial – neighborhood, town, region
• Temporal – a particular era or period
• Structural – a group, institution, department
or organization
• Data sources – documentation, archival records,
interviews, observation
Case Study – Sample Studies
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Lee, et al. (2007) explored tourist behavior on
online travel shopping
• Kline & Hseih (2007) studied wage differentials
in the lodging industry
• Kozak (2007) examined extent of tourist
harassment in Marmaris, Turkey
• Saarinen & Tervo (2005) studied about the
adaption strategies of managers/owners of
tourism establishments of Finland to climate
change
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Case Study
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
Lee, H.Y., Qu, H.L. & Kim, Y.S. (2007). A study of the impact
of personal innovativeness on online travel shopping
behavior - a case study of Korean travellers. Tourism
Management, 28, 886-897.
Kline, S. & Hseih, Y.C. (2007). Wage differentials in the
lodging industry: a case study. Journal of Human
Resources in Hospitality & Tourism, 6, 69-84.
Kozak, M. (2007). Tourist harassment: a marketing perspective,
Annals of Tourism Research. 34, 384-399.
Saarinen, J. & Tervo, K. (2005). Perceptions and adaption
strategies of the tourism industry to climate change: the
case of Finnish nature-based tourism entrepreneurs.
International Journal of Innovation & Sustainable
Development, 1, 214-228
Content Analysis
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Content analysis is a research technique for
making replicable and valid inferences from text
or image.
• Good research design if you are looking for a
study that makes use of existing data
• Tremendous amount of information
Content Analysis
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Use this method if it is not your personality to
interact with others
• May require you to stare at computer screen
and ‘study’
• Challenges in sampling
• Question on validity and reliability may be
difficult to answer satisfactorily
• Issues on reliability of coding process
Content Analysis
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Uses coding scheme
• Identifies frequency of particular words, phrases
or images and places them in a number of
categories
• Simple counts of frequency are calculated
• Researchers confronted with multiple layers of
meaning emerging from examination
Content Analysis – Sample Studies
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Antum et al. (2007) explored websites of 100
restaurant corportations on their commitment to
ethnic diversity
• Nickerson (1995) is a classic example that
examined newspapers and how it portrayed
gaming industry to the general public
• Okumas et al. (2007) investigated images of
print and websites on images of food tused in
tourism marketing
Content Analysis
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
Antum, J.M., Strick, S. & Thomas, L. (2007). Exploring
culture and diversity for Hispanics in restaurant
online recruitment efforts. Journal of Human
Resources in Hospitality & Tourism, 6, 85-107
Nickerson, N.P. (1995). Tourism and gambling content
analysis, Annals of Tourism Research, 22, 53-66
Okumus, B., Okumus, F. & McKercher, B. (2007).
Incorporating local and international cuisines in the
marketing of tourism destinations: the cased of Hong
Kong and Turkey, Tourism Management, 28, 253-
261.
5
Delphi Method
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Delphi method is a structured process for
collecting and distilling knowledge from a group
of experts by means of rounds of data collection
interspered with selective feedback.
• Enables discussion between experts without
permitting certain social interactive behavior that
may hamper opinion forming
Delphi Method
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• You have to be knowledgable in the subject /
topic and well-read in research literature in order
to know what questions to ask the experts.
• May take a long time to finish
• Must be executed in a professional manner to
ensure expert panels’ continued commitment
• Expert panel must be geographically dispersed
• Issue on expertise in the panel
• Requires high level of commitment from panel
Delphi Method
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
1. Select panel members – must be experts in the
area to be investigated
2. Develop first round questionnaire
3. Test questionnaire
4. Transmit first questionnaires to panelists
5. Analysis of first round responses
Delphi Method
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
6. Prepare of second round questionnaires (and
possible testing)
7. Transmit second round questionnaires to panelists
8. Analysis of second round responses (repeat steps
6-8 until stability in results is achieved, usually not
more than 4 times)
9. Prepare report of analysis, present to conclusions
Delphi Method – Sample Studies
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Singh & Kasavana (2005) studied on uptake on
innovations in information technology in hotel
management
• Tideswell et al. (2001) conducted quantitative
approaches in economic impact assessment in
South Australia
• Spencely (2008) established expert consensus
on a range of indicators to be used in evaluating
development and management practices
Delphi Method
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
Singh, A.J. & Kasavana, M.L. (2005). The impact of
information technology on future management of
lodging operations: a Delphi study to predict key
technological events in 2007 and 2027. Tourism and
Hospitality Research, 6, 24-37.
Tideswell, C., Mules, T. & Faulkner, B. (2001). An
integrative approach to tourism forecasting: a glance
in the rearview mirror. Journal of Travel Research,
40, 162.
Spenceley, A. (2008). Requirements for sustainable nature-
based tourism in transfrontier conservation areas: a
Southern African Delhi consultation. Turism
Geographies, 10, 285-311.
6
Experimental Research
Edralin, D. (2000). Business research concepts and applications. De La Salle University - Manila
•Undertaken to determine the possible cause-and-
effect relationships through experimental and
control groups
•Usually done in a simulated environment
•Experimental group is exposed to treatment
conditions or manipulations
•Control group compares the results
Exploratory Research
• Undertaken to gather initial data patterns (or
characteristics of variables) in a situation where studies
have not been done or minimal data are available to
establish significant patterns or relationships of
variables in a specified scope
• Hypothesis is not usually present; but rather the
objective is to recommend hypothesis for future studies
Edralin, D. (2000). Business research concepts and applications. De La Salle University - Manila
Descriptive Research
• Conducted to illustrate and determine patterns or
characteristics of variables in particular
instances of events
Edralin, D. (2000). Business research concepts and applications. De La Salle University - Manila
Evaluation Research
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Scientific procedures are applied to the
collection and analysis of information about the
content, structure, and outcomes of
programmes, projects, and planned
interventions.
• The emphasis is not on creating new knowledge
but on improving policy and practice through the
application of existing knowledge.
• May be either quantitative and qualitative, or
both
Evaluative Research
Edralin, D. (2000). Business research concepts and applications. De La Salle University - Manila
•Conducted to assess the performance outcome or
impact of a set of variables on one another
Evaluation Research – Sample Studies
•Brey et al. (2007) formulated an agenda for
improving future research in the destination resorts
•Black & Weiler (2005) studied quality assurance
and regulatory mechanisms in tour guiding
industry
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Evaluation Research
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
Black, R. & Weiler, B. (2005). Quality assurance and
regulatory mechanisms in the tour guiding industry: a
systematic review. Journal of Tourism Studies,16, 24-
37
Brey, E.T., Morrison, A.M. & Mills, J.E. (2007). An
examination of destination resort research. Current
Issues in Tourism, 10, 415-442.
Phenomenology
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• An approach to know the world through direct
experiences of phenomena
• Tries to deduce essential characteristics,
through reasoned inquiry which discovers the
inherent essence of appearance
• In-depth interviews usually used
Phenomenology
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Wide reading is required (education, medicine,
psychology, religion, etc.)
Phenomenology – Sample Studies
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
• Cohen (1979) developed his typology of tourists
through phenomenology
• Masberg & Silverman (1996) examined college
students’ experiences at heritage sites
• Hayllard & Griffin (2005) investigated the nature
of tourist experience in the Rock historic precint
of Sydney
Phenomenology
Botterill & Platenkamp (2012). Key concepts in tourism research. SAGE publications.
Cohen, E. (1979). A phenomenology of the touirst
experiences. Sociology, 13, 179-201
Hayllard, B. & Griffin, T. (2005). The precint experience: a
phenomenological approach. Tourism Management,
26, 517-528.
Masberg, B. & Silverman, L. (1996). Visitor experiences at
heritage sites – a phenomenological study. Journal of
Travel Research, 34, 20-25
Correlational Research
• Conducted to establish the fact that the outcome of certain patterns of relationships occur together in a specified manner (without suggesting that the one variable causes the other variable to change)
• Relation may be identified whether positive or negative correlation
• For quantitative study
Edralin, D. (2000). Business research concepts and applications. De La Salle University - Manila
8
Comparative Study
• Undertaken to confirm if two or more variables reveal similar or different patterns of characteristics when compared, using a set of variables as standard bases.
• For quantitative study
Edralin, D. (2000). Business research concepts and applications. De La Salle University - Manila
Causal/Explanatory Research
• Carried out to ascertain that the occurrence of, or change in, the independent variables leads to changes in the dependent variables.
• For quantitative study
Edralin, D. (2000). Business research concepts and applications. De La Salle University - Manila
Research Problem
Research Problem
• The research problem is divided into two
• GENERAL PROBLEM
– Refers to the title and purpose of your study
– Stated in declarative form
• SPECIFIC PROBLEM
– Refers to the problems that comprise your general
problem
– Stated in interrogative form
Statement of the Problem (SOP)
• A SOP (specific problem) contribute to the overall
purpose of the study (title)
• Your SOP can have the following
– One that determines the profile variable of the
respondents
– One that focuses on the concept you are trying to
assess (based on the title)
– One that will serve as hypothesis
– One that serves as an output - REQUIRED
Profile
•Age
•Gender
•Civil Status
•Educational Attainment
•Gross Monthly Income
•Place of Residence
•Length of Service
•Designation
•Department
•Work Schedule
•Course
•GPA
•Time of Visit
•Food Ordered
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SOP Based on Profile
1. What is the profile of the respondents in terms
of:
1.1 Age
1.2 Highest educational attainment
1.3 Place of residence
SOP Based on Concept
1. How do the respondents assess the impacts
of tourism in terms of:
1.1 Economic Impacts
1.2 Socio-Cultural Impacts
1.3 Environmental Impacts
SOP Based on Topic
2. How do the respondents assess the
Marketing Mix of Alta Rios in the following
areas:
2.1 Product
2.2 Price
2.3 Promotion
2.4 Place
SOP Based on Topic
3. How do the respondents evaluate the Ilocos
Tour in the areas of:
3.1 Tour objectives
3.2 Sites and Activities
3.3. Tour Components
3.4 Other Aspects
Hypothesis
• Correlational Study
– Relate one or more variables with other variable(s)
– Usually an independent variable with a dependent
variable
– Usually one group with two or more variables
– E.g. you want to know if the age of the respondents is a
factor in how they assess the services of the tour guide
– Sample SOP statement: How do the profile variable
(age) of the respondents relate to their assessment of
the services of the tour guide?
Hypothesis
• Comparative Study
– Examines whether value of a variable in one group is
same (or different) with another group
– Usually one or more variables are compared between
two or more groups
– E.g. you want to know if the perception of customers in
restaurant A is the same or different with restaurant B
– Sample SOP statement: Is there a significant difference
on the assessment of the customers between restaurant
A and restaurant B
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Hypothesis
• Causal Study
– Explores the effect of one variable to another
– Usually between an independent variable with a
dependent variable
– Usually two or more groups with one variable
– E.g. you want to know if changing the tour specifications
will have significant effect on the satisfaction of the
students on the educational tour
– Sample SOP statement: How do the tour specifications
affect the satisfaction of the students on the educational
tour?
Output
• The output of your study is based on the title
• Sometimes, your output is the title
• If you are trying to assess the Marketing Mix
(product, price, promotion, place) of a company,
after finding out the results, you can propose a new
marketing plan
• Your output must be related on what you are trying
to assess
• Always add the word PROPOSED to your output
Output - Workshp
• The succeeding slides contain topics for tourism
research. Your task is to come up with the best
output for each research.
Output - Workshp
• EDUCATIONAL TOURS OF DE LA SALLE
UNIVERSITY DASMARINAS
– PROPOSED REVISED TOUR
SPECIFICATIONS
• QUALITY OF EMPLOYEE SERVICES OF ABC
HOTEL
• THE MARKETING MIX OF HOTEL RAFAEL
Workshop
Workshop
• The succeeding slides shows the specific problems
of the study.
• Your task is to identify whether it is:
– Profile question, topic question, hypothesis
question, or output question
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Workshop
• Is there a significant difference on the rating of the
services of ABC hotel among respondents
• How do the respondents assess the impacts of Irok
Festival
• What revised tour package can be proposed
• What is the profile of municipality A in terms of
tourism activities, tourist attractions and tourism
system
Assignment To be submitted to your subject teacher
Research Designs
• Group assignment
• The task is to provide an example for each research
design presented in this lesson
• The topic must be tourism-related; if no tourism-
related topic is found, the topic must be business-
related
• Identify the following:
– Title of the study
– Statement of the Problem OR Research Objectives
– Hypothesis(es) if there’s any
Research Designs
• The answer must be submitted in a short bond
paper (computerized)
• The deadline is three days after this meeting
• Grading criteria: completeness and accuracy
• DO NOT FORGET THE CITATION – include a
bibliography at the last part of the assignment
• Do not include studies that were already cited in this
lesson
Assignment To be submitted to your Thesis Adviser
Creating Specific Problem
• Using the your approved topic, create your
statement of the problem
• NOTE: specific problems must be in question form
• Identify what method of research can be best
applied for each problem
• Follow the format on the next slide
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Creating Specific Problem
• Research Title:
• SOP 1 - Research Design
• SOP 2 - Research Design
• SOP 3 - Research Design
• SOP 4 - Research Design You may add more as needed
End of Lesson
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