A Critical View on Mixed-Method Approaches to Tourism and Hospitality Research

Abstract

Mixed methods research (MMR) represents an alternative methodological approach, combining qualitative and quantitative research styles, and enabling researchers to explore complex phenomena in detail. This chapter provides a critical view of mixed methods research and its application in social science research, with examples from tourism and hospitality used to guide those aiming to undertake mixed-methods research projects. The chapter provides insight into the characteristics of MMR, distinguishing it from a multi-method approach. It also provides a detailed explanation of different MMR designs and highlights the advantages and challenges of adopting a mixed-methods approach. Moreover, the chapter discusses approaches to analysis which are pivotal to MMR design. Finally, the chapter concludes with recommendations for researchers hoping to adopt a mixed-methods approach.

Citation

Azer, J., Taheri, B. and Gannon, M. (2022), "A Critical View on Mixed-Method Approaches to Tourism and Hospitality Research", Okumus, F., Rasoolimanesh, S.M. and Jahani, S. (Ed.) Advanced Research Methods in Hospitality and Tourism, Emerald Publishing Limited, Leeds, pp. 5-24. https://doi.org/10.1108/978-1-80117-550-020221002