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QUANTITATIVE VERSUS QUALITATIVE TOURISM RESEARCH

A. Walle
Published 1997 · Sociology

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Abstract In order to examine the importance of “quantitative” vs. “qualitative” tourism research, similar developments in anthropology arc examined. In addition, the impact of such thought upon marketing is discussed. The tradeoffs of choosing “qualitative” or “scientific” techniques are overtly considered, “science” and “art” in research are operationally defined, and the strength of each method is juxtaposed and justified. Such an analysis is vital since tourism seeks to build its own distinct research tradition. An eclectic approach of choosing research methods is recommended in light of the fact that tourism scholars and practitioners deal with complex phenomena and, as a result, rigorous, scientific methods are not always appropriate for the problems encountered.
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