4 - Research Design and Problem

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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)


Age

Gender

Educational

Attainment

Satisfaction on the

tour package

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Job satisfaction

Job performance

Organizational

commitment

Outcome orientation

People orientation

Team orientation

Aggressiveness


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


• 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


• 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

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Action Research – Sample Studies


• 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


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


• 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


• 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


• 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


• 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


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


• 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


• 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


• 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


• 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


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.

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Delphi Method


• 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


• 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


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


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


• 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


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.

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Experimental Research


•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


Descriptive Research

• Conducted to illustrate and determine patterns or

characteristics of variables in particular

instances of events


Evaluation Research


• 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


•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


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


• 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


• Wide reading is required (education, medicine,

psychology, religion, etc.)

Phenomenology – Sample Studies


• 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


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


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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.



Causal/Explanatory Research

• Carried out to ascertain that the occurrence of, or change in, the independent variables leads to changes in the dependent variables.



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 4 - Research Design You may add more as needed

End of Lesson

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4 - Research Design and Problem

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