Utilises a number of techniques Borrowed from anthropology Researcher usually spends considerable amount of time among people being researched in order to understand the culture of the people (and all aspects thereof) Regards routine and normal aspects of life worthy of consideration and of equal importance as major events or incidents How people being researched see their own world is more important to the researcher

1. Qualitative Research
Methods
1. Ethnography
2. Observation (participant/non
participant)
a) Diary: audio/video or written)
2. Social Media and Research

2. ethnography
• ethno = people
• graphy = description
(Brotherton, 2008:126)
“It is a design that is very appropriate for research
attempting to develop an in-depth understanding of a group
of interacting people within the context of a particular type
of location or setting, who are engaging in their normal
activities without any outside manipulation…to develop a
better understanding of peoples’ perceptions, attitudes,
behaviour (Brotherton, 2008:127)”.

3. Ethnographic Methods of Data Collection and
Analysis
a) Observation (participant/non participant)
b) Diary: audio/video or written (online blog)
• Records or logs of professional activities (Bell, 2014)
Consider:
• Length of time
• Equipment
• Availability of participants
• Concepts: inductive/deductive
• Triangulate with other method: pre/post data collection method

4. Ethnography
• Utilises a number of techniques
• Borrowed from anthropology
• Researcher usually spends considerable
amount of time among people being
researched in order to understand the
culture of the people (and all aspects
thereof)
– Regards routine and normal aspects of
life worthy of consideration and of equal
importance as major events or incidents
– How people being researched see their
own world is more important to the
researcher

5. Advantages
Emphasis on naturalism/authenticity
Validity from the natural setting
Allows a full understanding
Richness of data, interesting to read
Provide valuable (insider) insights into
participation in leisure activities
impacts of tourism on communities
activities of expatriate hospitality managers
behaviours of festival goers

6. Disadvantages
Insider/outsider
Time consuming
Takes time to gain access/acceptance
Difficult to find participants
Issues of reliability (compared to surveys)
Not easy to generalise research (validity)
Ethical issues of participant observation

7. Observation Data Collection
(Brotherton, 2008:156-157).
• Recording observations in notes &
constructing maps and diagrams
• Audio/video recordings
• Not always possible to take detailed
notes-jot down as short memory triggers
• Write more detailed notes after the
observational session

8. Observation Checklist
(Bell, 2014)

9. Ethnographic studies
(in folder on Wolf)
• Bowen, D (2002) Research through Participant Observation in
Tourism: A Creative Solution to the Measurement of Consumer
Satisfaction/Dissatisfaction (CS/D) among Tourists
• Holloway, Brown, Shipway (2010) Meaning not measurement:
Using ethnography to bring a deeper understanding to the
participant experience of festivals and events International
Journal of Event and Festival Management 1:1 74-85 (on Wolf)
• Parke (2008) Participant and Non-participant Observation in
Gambling Environments. ENQUIRE, Volume 1, Issue 1, June
2008.
• Slack, F & Rowsley, J (2001) Observation: Perspectives on
Research Methodologies for Leisure Managers

10. Doing
participant
observation
Café Rouge a
case study
• Brand
Standards
Manual
• Mystery
Guest used to
audit
standards

11. Brand Standards Manual

12. Mystery Guest

13. Using diaries/reflection
• Reflection http://www.qmu.ac.uk/els/docs/Reflection.PDF
See Bell (2014) Diaries, logs and critical incidents checklist
See Bell (2014) chapter 10 Diaries, Logs and Critical Incidents

14. Social Media and Research

15. • Discussion forums and chat rooms
• Blogs (e.g. www.travelblog.org/)
• Micro-blogs (e.g. Twitter)
• Vlogs (e.g. YouTube)
• Online communities (e.g. Facebook,
LinkedIn)
• Virtual worlds (e.g. Second Life)
Social media types

16. • Social media as the basis for
the research topic (e.g. impact
of social media on travel
purchase behaviour)
• Social media as the basis for
the collation of research data
How?

17. • Dale, C. and Pymm, J. (2009) Podagogy:
The iPod as a Learning Technology,
Active Learning in Higher Education, 10
(1), 84-96
Social media technologies as research

18. • Dale, C. and Povey, G. (2011) Promoting learner
generated content and podcasting in postgraduate
hospitality education in Kitchenham. A. (Ed)
Blended and Mobile Learning across Disciplines:
Models for Implementation, Hershey: IGI Global
(in press)
Social media as the research method

19. Netnography
• “netnography” is a form of ethnographic
research, adopting the participant-
observational approach and taking
online interactions as its fieldwork.

20. Content analysis online
• Loakimidis, M (2010) Online Marketing of
professional sports clubs: engaging fans on a new
playing field International Journal of Sports Marketing
& Sponsorship (in folder on Wolf)
• O’Connor, P (2010) Managing a Hotel’s Image on
Trip Advisor Journal of Hospitality Marketing &
Management
See Bell (2014) The Analysis of Documentary Evidence

21. • For the researcher:
– less expensive
– reaching a larger pool of potential study
participants
– increasing access to study sensitive issues
– decreasing data collection time
– increasing methodological rigour and control
– Increasing accuracy and efficiency of data entry
and analysis
– having the ability to follow-up with participants
Advantages of using the internet and
social media in research (Ahern 2005)

22. • For participants
–increased anonymity
–ability to provide information at their own
pace
–increased sense of control
–increased willingness to participate
because of it being a novel approach to
research
–convenience and ease of use

23. • In your methodology section you will need
to justify why your chosen research
method is the most appropriate (fit for
purpose) to address the aim of your
study...
Your choice of research method
matters!

24. • Ahern N.R. (2005) Using the Internet to conduct research. Nurse Researcher 13(2),
55–69.
• Bell, J (2014) Doing Your Research Project 6th Edition. Buckingham: Open University
• Brotherton, B (2008) Researching Hospitality & Tourism London: Sage
• Johns, M.D. Chen, S. and Hall, G. J. (2004) Online Social Research: Methods, Issues,
& Ethics, New York: Peter Lang
• Holloway, Brown, Shipway (2010) Meaning not measurement: Using ethnography to
bring a deeper understanding to the participant experience of festivals and events
International Journal of Event and Festival Management 1:1 74-85 (on Wolf)
• Parke (2008) Participant and Non-participant Observation in Gambling Environments.
ENQUIRE, Volume 1, Issue 1, June 2008.
References