This helps students in understanding the tourism and hospitality induc=stry

1. Introduction to
Research in Tourism
and Hospitality
WEEK 1–2: Introduction to Research in Tourism and Hospitality I.
Importance of Research in the Tourism and Hospitality Industry

2. Definition
Research is a systematic process of collecting,
analyzing, and interpreting information to increase
our understanding of a topic or issue. It is used to
solve problems, improve processes, and generate
new knowledge.
Research is like being a detective. You ask questions,
look for clues (data), and use those clues to come up
with conclusions or solutions."
I. What is Research? (Foundational Overview)

3. To describe events, trends, or behaviors (descriptive research)
To explain why things happen (causal research)
To predict future outcomes (predictive research)
To solve practical problems (applied research)
II. Purpose of Research in General
General Example
A school wants to know why many students are absent on Mondays. They do a survey
and discover that most students live far and have difficulty with transport after
weekends. With this data, they create a Monday shuttle service.

4. 1. Understanding Customer Needs and
Preferences
Tourism and hospitality are service-driven
industries. Research helps businesses understand
what guests expect in terms of service, facilities,
food, ambiance, and experiences. By gathering
feedback, businesses can improve customer
satisfaction and loyalty.
Example: Hotel in Borongan
A hotel in Borongan wants to find out why repeat
bookings have declined. Through research, they
discover that guests are dissatisfied with room
cleanliness and outdated facilities. The findings
guide their renovations and staff training programs.
I. Importance of Research in the Tourism and Hospitality Industry

5. 2. Improving Business Operations
Research can uncover inefficiencies in service delivery, staffing, food cost control, and supply chain. This
enables better planning, cost management, and innovation.
Example: Restaurant Study
A restaurant conducts a time-and-motion study and discovers that table turnover can be improved by
simplifying the ordering process and reducing kitchen delays.

6. 3. Supporting Marketing and Promotion
By knowing tourist demographics, motivations, and
travel behaviors, businesses and LGUs (Local
Government Units) can develop more targeted and
effective promotional strategies.
Example: Local Tourism Office
A local tourism office conducts a survey and finds
out that most visitors are millennials interested in
eco-tourism. They adjust their marketing strategy to
highlight sustainable attractions.

7. 4. Policy Formulation and Planning
Governments and agencies need research data to craft tourism master plans, safety protocols,
infrastructure development, and disaster preparedness strategies.
Example: DOT Eastern Visayas
DOT Eastern Visayas uses tourist arrival data and satisfaction surveys to determine where to allocate funds
for road and signage improvements.

8. II. Characteristics of Good Research
Characteristic Description
Systematic Follows a clear and logical step-by-step process
Objective Free from personal biases; data-driven
Empirical Based on real observations, experiences, or experiments
Replicable Can be repeated by others with the same results
Analytical Uses critical thinking and logical reasoning
Relevant Has significance to the tourism/hospitality industry or society
Ethical Respects participant rights and follows responsible conduct in research
To ensure the reliability of findings, students must understand the key traits of effective research:

9. III. Ethics in Research
1. Informed Consent - Participants must be informed about the purpose of the research and
voluntarily agree to participate. Example: When interviewing resort guests, researchers
must explain that participation is voluntary and responses will be kept confidential.
2. Confidentiality - Researchers must protect the identity and personal data of respondents.
Example: Feedback forms should not ask for names unless absolutely necessary and must
be stored securely.
3. Avoiding Fabrication and Plagiarism - Data must be collected honestly, and sources must
be properly cited. Example: Students should avoid copying reviews from TripAdvisor and
presenting them as their own findings.
4. Avoiding Harm to Participants - No participant should feel uncomfortable or unsafe during
research. Example: If a survey asks sensitive questions (e.g., about discrimination), it must
be written sensitively and with an option to skip.

10. POSSIBLE RESEARCH TITLES:
 “The Impact of Online Reviews on Booking Decisions in Local Resorts”
 “Assessment of Customer Satisfaction in Homestay Accommodations in Borongan”
 “A Descriptive Study of Eco-Tourism Practices Among Tour Operators in Eastern Samar”
 “Food Service Quality and Customer Retention in Campus-Based Cafeterias”
 “Customer Satisfaction Analysis of Homestay Accommodations in Guiuan, Eastern
Samar”
 “Guest Expectations vs. Reality in Beachfront Hotels in Eastern Visayas”
 “A Survey on Tourist Preferences for Local vs. International Cuisine in Resort Dining”
 “Evaluating the Cleanliness Standards of Budget Hotels Post-Pandemic”

11. POSSIBLE RESEARCH TITLES:
 The Impact of Local Festivals on Tourism Flow in Eastern Samar”
 “Sustainability Practices among Small Hotels in Borongan City”
 “Workplace Stress and Job Satisfaction Among Hospitality Employees”
 “Service Quality Assessment of Food Establishments During Peak Tourist Season”
 “Tourists’ Safety Awareness and Perception in Eastern Samar’s Coastal Destinations”
 “How do food quality and price affect dine-in experiences in local beach cafés?”
 “What are the barriers to implementing green practices in small resorts?”
 “How do tourists perceive safety protocols in homestay accommodations post-COVID?”

12. CHAPTER II:
Research Problem

13. I. Defining the Research Problem
What is a Research Problem?
A research problem is a specific issue, difficulty, knowledge
gap, or concern that the researcher wants to address
through systematic investigation. It serves as the starting
point of any research project.

14. Characteristics of a Good Research Problem
Clear and Specific – Not too broad or vague.
Relevant – Related to current issues in
tourism/hospitality.
Feasible – Can be studied within time, budget, and
access limits.
Researchable – There’s data available, and methods
can be applied.

15. Example (Poor vs. Good Problems):
Poor Research Problem Description
“Bad service in hotels” Too broad and subjective
“What are the common service quality
complaints among guests in budget hotels in
Borongan City?”
“Lack of tourism” Vague and general
“What factors discourage local tourists from
visiting eco-parks in Eastern Samar?”

16. II. Developing Research Questions and Objectives
Once the problem is defined, researchers break it down into specific research questions
and objectives.
Research Questions
 Guide the direction of the study
 Should be specific, measurable, and answerable
Examples:
 What factors influence tourists to choose eco-lodges in Eastern Samar?
 How does staff behavior affect customer satisfaction in homestays?
 What are the effects of social media marketing on resort bookings?

17. II. Developing Research Questions and Objectives
Once the problem is defined, researchers break it down into specific research questions
and objectives.
Research Questions
 Guide the direction of the study
 Should be specific, measurable, and answerable
Examples:
 What factors influence tourists to choose eco-lodges in Eastern Samar?
 How does staff behavior affect customer satisfaction in homestays?
 What are the effects of social media marketing on resort bookings?

18. Research Objectives
These are actions or goals that the researcher aims to achieve.
Types of Objectives:
General Objective: The main purpose of the research
Specific Objectives: Sub-goals that lead to the general objective
Example Based on Research Problem:
Topic: “Factors Influencing Tourists to Choose Eco-Lodges in Eastern Samar”

19. General Objective:
To identify and analyze the factors that influence tourists to choose eco-lodges in
Eastern Samar
Specific Objectives:
 To determine the role of environmental sustainability in tourist accommodation
preferences
 To assess the impact of pricing and amenities on tourist decisions
 To evaluate the effect of online reviews on eco-lodge selection

20. What is a Literature Review?
 A literature review is a critical summary and analysis of existing research related to
your topic. It helps you understand what has already been studied and where the
gaps are.
Purposes of a Literature Review:
 To support your research problem
 To avoid duplication of previous studies
 To identify theoretical frameworks
 To build your study’s foundation
III. Conducting a Literature Review

21. Sources for Literature Review
 Academic journals (Google Scholar, JSTOR, ResearchGate)
 Government and industry reports (DOT, WTTC)
 Books and case studies
 Local theses and dissertations
Steps in Conducting a Literature Review
 Identify keywords related to your topic (e.g., “eco-tourism,” “tourist behavior,”
“Eastern Samar”)
 Search and collect relevant sources
 Read, organize, and categorize literature by theme
 Summarize and synthesize findings
 Cite sources properly (APA style)
III. Conducting a Literature Review

22. Sources for Literature Review
 Academic journals (Google Scholar, JSTOR, ResearchGate)
 Government and industry reports (DOT, WTTC)
 Books and case studies
 Local theses and dissertations
Steps in Conducting a Literature Review
 Identify keywords related to your topic (e.g., “eco-tourism,” “tourist behavior,”
“Eastern Samar”)
 Search and collect relevant sources
 Read, organize, and categorize literature by theme
 Summarize and synthesize findings
 Cite sources properly (APA style)
III. Conducting a Literature Review

23. END