Advanced Research Methods for Tourism and Hospitality: A Deep Dive

This report provides a detailed analysis of advanced research methods within the context of tourism and hospitality. It explores various aspects of the research process, including problem definition, research objectives, and research design. The report evaluates different research philosophies, such as positivism and interpretivism, and assesses a range of information sources to support and develop research, including both primary and secondary data. It also examines different approaches to data collection, including surveys and questionnaires, and evaluates issues of reliability and validity in data. The report culminates in the development and planning of a research project appropriate for the level of study, including a critical evaluation of research needs and the production of an appropriate research proposal, with a focus on customer satisfaction within the Hilton hotel context. The report also includes a questionnaire in the appendix.

ADVANCED RESEARCH
METHODS FOR TOURISM
AND HOSPITALITY
1

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Explore the context of advanced research methods...............................................................1
1.2 Evaluation of research process..............................................................................................2
1.3 Assessing the development of research in tourism and hospitality.......................................3
TASK 2............................................................................................................................................5
2.1 Evaluation of range of research philosophies........................................................................5
2.2 Assessing the range of information to support and develop research....................................6
2.3 Analysis of different approaches to research.........................................................................7
TASK 3............................................................................................................................................8
3.1 Appropriate research methods in tourism and hospitality.....................................................8
3.2 Range of information sources to make effective decisions around the collection of data.....9
3.3 Evaluation of different approaches to data collection 300..................................................10
TASK 4..........................................................................................................................................11
4.1 Evaluation of range of secondary data.................................................................................11
4.2 Evaluating complex sets of primary data.............................................................................12
4.3 Synthesis qualitative and quantitative data in complex mixed method approach...............14
TASK 5..........................................................................................................................................15
5.1 Evaluation of issues of reliability and validity in data and identifying solutions 450.........15
5.2 Developing and planning a research project appropriate for the level of study..................16
5.3 Critical evaluation of research need, produce an appropriate research proposal.................18
CONCLUSION..............................................................................................................................20
RECOMENDATION.....................................................................................................................21
APPENDIX....................................................................................................................................24
Questionnaire.............................................................................................................................24
2

INTRODUCTION
Research methodology is referred to as systematic, theoretical analysis of the techniques
that can be applied to the field under study. It is consist of theoretical analysis of the body of
techniques and principles are attached with the branch of knowledge. Research is regarded as the
procedure related with collection of information in order to develop business decisions. In the
present study wide range of research techniques have been used with the aim to assess the
satisfaction prevailing among the customers of Hilton hotel. This can be effectively examined
through application of different data collection tools and techniques. The present report
demonstrates comprehensive understanding of research within tourism and hospitality research.
TASK 1
1.1 Explore the context of advanced research methods
Research is referred to as systematic investigation into and study materials as well as
sources with the aim to establish facts and reach new conclusions. In other words, research can
also be defined as systematic investigative process that is being employed for the purpose of
increasing or revising current knowledge by discovering new facts. It has been categorized into
two which includes basic research that aims at increasing scientific knowledge. Another is
applied research that aims at using basic research in order to solve problem. There is greater
importance of research that assists the researcher in drawing valid conclusion from the
investigation. The importance of present research has been enumerated in the manner below: Problem solving: For the purpose of resolving several problems that are associated with
the organization the firm can carry out research in an effective manner. With this they can
determine potential solution to the issue that is being faced by the firm (Sheehan, 2010).
Moreover this result in determining the success of the firm to a greater extent. Identifying trends and patterns: The role of research is significant in examining the trends
and patterns that are prevailing in the market. Thus with the assistance of such business
can incorporate changes within the market so that it can survive for longer period of time.
 Creating theory: By carrying out the investigation determination can be done with respect
to the certain universal assumption that made regarding particular concept. Thus by
1

gaining insight to this specific theories are being developed by the researcher which can
be used by different analyst in order to reach conclusion.
There is presence of two types of research. This includes:
Pure research: It is the research that is being done for the purpose of enhancing
knowledge. Under this the investigation does not possess immediate commercial potential. It is
also referred to as fundamental as well as basic research (Mackey and Gass, 2013). The main
purpose of this is to increase the knowledge rather than to invent something.
Applied research: It is the type of investigation that is devised for the purpose of solving
practical problem of the modern world instead of acquiring knowledge. The major focus of such
kind of investigation is to resolve issues related with social and real life.
In the present investigation the impact of customer satisfaction on the revenue of the firm
has been determined. For this research has been done on hospitality organization that is Hilton
hotel. This is in order to gain deeper insight to the ways in which satisfaction level among
customers can be enhanced (Zhang and Wedel, 2009). Further with the assistance of
investigation better understanding can be developed regarding the extent to which there is
presence of satisfaction customer's of Hilton hotel.
1.2 Evaluation of research process
The process of research involves several steps. These have been enumerated in the
manner below: Problem definition: The initial step in the process of investigation relates with the
definition of the problem. Under this the issue related with a particular field is being
investigated. This acts an aid for the researcher in gaining deeper insight to the issues that
emerges in a particular field. Thus research would provide probable solution to the
problem and thus valid conclusion can be drawn in an effective manner. Research objectives: After determining the issue that needs to be investigated another
important step in the process of the research relates with determining the objective
(Scruggs and Mastropieri, 2006). This is due to the reason that entire investigation is
based upon the set targets. With this the research can flow in a particular direction that
leads to the attainment of purpose for which investigation has to be carried out. It is
2

important to set objectives that are understandable and can be achieved within reasonable
time span. Research design: It is regarded as another major step that is referred to as the entire
strategy that can be chosen with the aim to integrate the several components of the study
in logical manner. This presents addressing of the research problem in an effective way.
It acts as a blue print for the collection, measurement as well as analysis of the data.
Under this stage of research process several methods that would be used in order to reach
at a valid conclusion are determined. Data gathering: This step under research process involves collection of the data so that
valid conclusion can be drawn from the investigation. The sources of data collection that
are used include primary and secondary (Guercini, 2014). Under primary method first
hand information is collected from the respondents that can offer useful information
about relevant subject matter. In contrast to this secondary data can be collected from
past researches on the phenomenon under subject matter. This assists the researcher in
gathering information with respect to particular field. Data analysis and interpretation: This is regarded as the most critical part of the
investigation. It is related with the analysis of the collected information so as to attain
objectives of the investigation. This assists in attaining suitable outcomes from the
research in an effective manner (Shankar and Batra, 2009). The outcomes gained from
the investigation are analyzed in an effective manner so that valid result can be drawn by
the researcher.
 Presenting the results: The last step in the process of investigation is presentation of the
outcomes. Under this the findings from the research are demonstrated in an appropriate
manner. Thus, this acts as an aid in attaining success through the investigation.
1.3 Assessing the development of research in tourism and hospitality
The key aspect for which the present research will be carried out would be in relation to
analyzing the impact of customer satisfaction on the revenue of firm such as Hilton hotel. The
development of the investigation is carried out through analysis of the research aims and
objectives. This assists in determining the direction in which the investigation can be carried out
3

forward. Moreover after establishment of the research aim the investigation can be conducted in
particular direction. Thus this results in attaining success through the investigation. Further the
rationale for the research is being determined. This presents the purpose for which the
investigation is being carried out and also examines the ways in which it can be attained in an
effective manner. For the present research on customer satisfaction the main purpose of the
investigation is to examine the factors that affect satisfaction level of customers (Ioakimidis,
2010). Further the study provides determination of the ways in which customer satisfaction can
be enhanced. With research aims and objectives the study can be carried out forward. This acts
as an aid in assessing the success from the investigation. The study would include the factors that
affect the behavior of the customers towards purchase decision. This facilitates in making
determination of the extent to which the customers are satisfied within the organization. The role
of research in tourism and hospitality sector is of greater importance as which this they can able
to gain knowledge regarding the areas where they lack. Thus improvements can be made in an
appropriate manner.
In the present research different techniques have been used for the purpose of
investigation. With the assistance of this investigation can be carried out in an appropriate
manner (Green, Camilla and Elmore, 2012). Moreover it has greater role in facilitating the
researcher towards the attainment of research goal. In the present report the philosophy that
would be used is interpretivism. This is because it assists in drawing valid conclusion from the
investigation and act as an aid in interpreting the responses gained through technique of data
collection. The approach that will be used in the present investigation is inductive. This is due to
the reason that it is useful in gaining desired outcomes in an effective manner. Along with this
the technique that is being for collection of data is survey. Under this questionnaire method will
be used. This would assist in gaining responses from the customers. The sample selected from
the present report includes customers of Hilton hotel (Kothari, 2011). With the analysis of their
responses an insight can be drawn regarding extent to which customers are satisfied by using the
services of hospitality sector.
4

TASK 2
2.1 Evaluation of range of research philosophies
Research philosophy is referred as a belief regarding the manner in which the information
related with the phenomenon can be collected, analyzed as well as used. Further the research
philosophy is being examined as the development of the research background, research
knowledge as well as its nature. It involves nature of the knowledge in relation to the
investigation. Research philosophy includes the factors like the manner in which the individual
looks at certain things in different manner. Further it also includes several beliefs as well as
perception in reality. The philosophies are based upon an important assumption regarding the
way in which someone views the world. There is presence of two types of research philosophy.
This includes positivism and interpretivism. The former produces hypothesis that can be tested.
Along with this it determines the explanations which can be examined against the knowledge
which is widely accepted across the globe where we live (Palmatier, Dant, Grewal and Evans,
2006). The concept that is related with positivism is directly attached with the idea of
objectivism. Under this type of research philosophy researcher provides their viewpoints for the
purpose of evaluating the social world with the assistance of objectivity. The approach related
with positivism makes an assumption that external world is making determination of the
behavior. Further under this the researcher is objective and value free. The truth is required to be
confirmed with empirical data. It focuses on quantifiable observations as well as statistical
analysis. On the other hand interpretivism philosophy is the one that provides suitable
justification for the problem under research. With the assistance of this the researcher can
highlight the facts as well as figures that are associated with the issue under the investigation
(Trusov, Bucklin and Pauwels, 2009). The philosophy of interpretivism defines the approach that
lay emphasis on the meaningful nature of participation made by the individual within cultural
and social life. The interpretivism philosophy is defined as the social constructionism within the
field of management research. Under this, researcher focuses on giving importance to beliefs and
values so as to offer justification to the problem under investigation. This kind of research
philosophy understands the particular situation of the business.
In the present report on customer satisfaction and its impact on revenue of the
organization such as Hilton hotel interpretivism philosophy will be used. This is due to the
5

reason that it is qualitative in nature. Further it provides an opportunity to the researcher in
carrying out the investigation in their own perspective. With the assistance of this responses of
the customers can be examined in an effective manner (Hussain, 2011). Thus the extent to which
the customers are satisfied by using the services of Hilton hotel can be known. This would assist
researcher in drawing valid conclusion from the investigation.
2.2 Assessing the range of information to support and develop research
There is existence of wide range of information that can be used for the purpose of
supporting and developing the investigation in an effective manner. The assessment of the
information can be done on the basis of its credibility, accuracy, reasonable as well as support.
The information can be gathered through primary and secondary data collection sources. With
the assistance of primary sources first hand information will be gathered. It assists the researcher
in gaining better understanding from the responses gained through technique of survey. It is
essential for the researcher to make selection of the source that offers authenticated information
for the purpose of investigation.
In contrast to this secondary data collection sources can also be used for the purpose of
gathering information from the sources such as Books (Noble, 2011). The role of books is
effective in providing background information. Further they assist the researcher in providing
better understanding regarding the concept. Along with this they act as reliable source of
information through which valid information can be gathered by the analyst in an effective
manner. In addition to this secondary with respect to satisfaction level of customers of Hilton
hotel can be determined with the assistance of market research. Through this extent to which the
customers are satisfied can be known. Thus determination can be made regarding the reputation
of the business in the marketplace. Further through company's information an analysis can made
regarding the profitability of the firm. This acts as an aid in offering accurate information that
can be used by the researcher in making analysis of the subject matter under study (Rudall and
Mann, 2010). Internet is another major source of information that provides wide range
information to the researcher. But on internet anyone can publish anything. For instance,
Wikipedia is not regarded as accurate source of information. But the references that are specified
at the bottom of Wikipedia can be of greater use to the researcher. There is greater importance in
6

judging the quality as well as authenticity of the material that is being used. Google scholar can
also be used for academic quality material. It is essential to make selection of information that is
effective and reliable for investigation. Some other source of information that can be sued by the
researcher includes BBC News website, academic journal, magazines, newspapers etc. With the
assistance of this accuracy of information can be ensured. Further this leads to accomplishment
of the research in successful manner. Moreover it is effective in attaining objectives of the
investigation effectively (Sreedharan, 2007). The selection decision of appropriate sources can
be made by viewing the degree to which wide range of information about the concept under topic
is offered.
2.3 Analysis of different approaches to research
Methodology is referred to as systematic, theoretical analysis of the methods that can be
applied to a field of study. It includes theoretical analysis of the body of methods as well as
principles that are attached with a branch of knowledge. It is comprised of concepts that include
paradigm, theoretical model, phases as well as quantitative or qualitative techniques.
Methodology is also defined as the one that provides theoretical underpinning with the aim to
understand which method, set of methods or best practices can be applied to a particular case.
Research methodology demonstrates the manner in which the research can be carried out in an
effective manner. Further it offers justification on the method which is valid and appropriate
(Gurau, 2008).
There is presence of different kinds of research. This includes pure and applied research.
The former is defined as the research that is being carried out for the purpose of enhancing
knowledge. Under this the investigation does not possess immediate commercial potential. It is
also referred to as fundamental as well as basic research. The main purpose of this is to increase
the knowledge rather than to invent something. Pure research is also known as theoretical
research. Under this the investigation is carried out for the sake of researcher. In addition to this
the research is done with the aim to add theory without its application directly or immediately.
On the other hand applied research is the type of investigation that is devised for the purpose of
solving practical problem of the modern world instead of acquiring knowledge (Thomas, 2011).
The major focus of such kind of investigation is to resolve issues related with social and real life.
7

Under this type of investigation there needs to be direct relevance, academically or practically. In
the present study on customer satisfaction the type of research is applied. This is because it offers
greater opportunity for the researcher to gain insight to the extent of customer satisfaction and
the ways in which it can be enhanced in an effective manner.
The research can be categorized further as well. This includes primary as well as
secondary research. Under primary research data would be gathered by researcher whereas in
case of secondary research the data is researched by others and can be used by the researcher.
The types of research include exploratory, descriptive, explanatory, evaluative as well as
comparative research (Crossman, 2015). The approaches of the research includes qualitative and
quantitative. Further it is also categorized into deductive as well as inductive. In the present
research that aims at analyzing satisfaction among customers inductive research approach will be
employed. This is because under this data is collected and theory is developed.
TASK 3
3.1 Appropriate research methods in tourism and hospitality
There is presence of different types of research. These can be used by the researcher for
the purpose of accomplishing the investigation in an effective way. The several types of research
methods include exploratory, descriptive, explanatory, evaluative as well as comparative
research. These have been enumerated in the manner below: Exploratory research: This type of research is carried out for a problem that has not been
defined in an appropriate manner. The role of exploratory research can be greatly viewed
towards increasing investigation into a problem that offers insights to the researcher. This
technique makes use of several techniques such as trial studies, interviews, group
discussion, experiments or tactics etc with the aim to gain wide range of information
(Exploratory research. 2015). It is referred to as the research that is carried out for the
first time. Descriptive research: After the establishment of the groundwork the newly explored field
requires more amount of information. Descriptive research is referred to as an attempt
that is made in order explore and explain while offering additional information with
respect to the subject matter under study. This type of research provides detail
8

information about the happenings in detail form. The role of descriptive research can be
greatly viewed towards making determination of the things. Moreover it is not quite
tentative as exploratory research. Explanatory research: This type of research is defined as an attempt to associate ideas in
order to understand the cause and effect. This implies that researchers are required to
explain what is going on. It provides detail description on how things come together and
interact (Purposes of Research: Exploratory, Descriptive & Explanatory. 2015). The
concept of explanatory research presents that the investigation in question intends to
explain instead of simply to describe phenomenon that has been studied. Evaluative research: Evaluative research is defined as the type of study that makes use of
standard social research methods in order to carry out evaluation as a particular research
methodology. It is effective in making evaluation of impact of one variable on another.
 Comparative research: Comparative research is the kind of methodology in social
sciences that has an aim of making comparison across various countries or cultures.
For the present study on analysis of impact of customer satisfaction on revenue of the
business descriptive research would be used (Research design. 2015). This is due to the reason
that this assists the researcher in gaining detail knowledge regarding the phenomenon under
subject matter.
3.2 Range of information sources to make effective decisions around the collection of data
There are several techniques that can be used for the purpose of collecting wide range of
information for the purpose of decision making. Collection of the information can be done
through primary and secondary technique. There is presence of wide range of qualitative
technique that can be used by the researcher in order to gather primary information from the
respondents. With the assistance of this the researcher can draw valid conclusion from the
investigation. The collection of the qualitative information can be done through the techniques
such as interview, observation, content analysis as well as focus group. The technique of
interview can be used effectively for the purpose of gathering data within social sciences. The
approach that are being used under this includes positivist as well as interpretivist. The interview
can be categorized into two (Secondary Research – Advantages. 2015). This includes in depth
9

interview as well as group interview. Within in-depth interview there is presence of small
number of subjects. In contrast to this the technique of group interview is similar to that in-depth
interview but such is carried out in group. It is important to access that right type of person is
selected for the purpose of interview. This is in order gain better understanding in relation to the
subject matter under study.
On the other hand focus group is regarded as another major technique of research
methodology in which subjective opinions as well as perception of small targeted group of
consumers is elicited in relation to a particular field. These are also known as interactive
discussion groups. With this wide range of information can be gathered by the researcher for the
purpose of investigation (What Is Primary Data in Marketing Research? - Definition, Sources &
Collection. 2015). Another technique of data collection includes observation under which the
things are observed by the researcher and on the basis of this findings are drawn by the
researcher in an effective manner. Along with this the technique of survey also acts as essential
sources that facilitate the researcher in gathering wide range of information. Under this
researcher can develop questionnaire in order to collect the responses of the respondents that
needed for the investigation. For the present investigation on customer satisfaction technique of
survey has been employed.
3.3 Evaluation of different approaches to data collection
There are many approaches of data collection and all these approaches fall in two
categories namely qualitative and quantitative techniques. In our research qualitative techniques
are used for data collection. Qualitative techniques encompass interview, focus group, content
analysis and participant observation. Interview is a commonly used technique under which there
are two entities namely interviewer and interviewee. Interview may be for half or one hour.
Normally it is assumed that interview of one hour make interview monotonous and less
interesting. Hence, most of interviewers prefer to conduct interview for half an hour. Many
researchers are also using focus group for collection of primary data. In this there is one
moderator and three or four respondents (Lovelock, Patterson and Wirtz, 2014). Discussion is
carried out on specific topic and all respondents’ gives their opinion on specific topic on which
focus group is conducted. In content analysis, a specific content is discussed. In other words, it
10