The Importance Of Qualitative Research

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Hotels and all the various types of accommodation comprise a large part of the travel and tourism industry and have been shown, if not managed properly, to have the highest negative influence on social and natural environments. This chapter describes the selected research approach methods and presents the key findings of the empirical study, unified by certain themes. 5.1 Interview as a Qualitative Research According to Abawi (2008: 3) there are two approaches to research: quantitative and qualitative. The author offers the following definition: quantitative research is “A process of inquiry based on testing a theory composed of variables, measured with numbers, and analyzed using statistical techniques”. On the contrary, Abawi defines…show more content…
Qualitative research aim at the very core of the multiple answers of the questions why, how, and what? These qualitative methods imply questions based on real facts and experiences, therefore the qualitative research is an empirical one. The interview is definitely the most common method of data acquisition in qualitative studies. Interviews give the possibility to the interviewer to apply the topics to discuss and at the same time, it permits the interviewee to run the discussion from a leadership position. However, the structure of the interviews varies significantly and not all interviews are designed for qualitative research. In this way, there are different types of interviews which can be classified as highly structured (with a high level of control over the interview conversation and often quantitatively analyzed), semi-structured (with significant variation) and unstructured (with a low level of control and open-ended questions). As a result, interviews in a qualitative research are either semi-structured or unstructured in nature (Rowley, 2012:…show more content…
The questions used within the thesis analysis were made in the process of obtaining primary data using the telephone interview. As the theoretical framework of the thesis concentrated on the idea of sustainability in tourism development and its principles, the objective of the interview is to find out if the ecological and sustainable guidelines are followed closely and what kind of sustainable practices are implemented in LHVR. The interviews of this study were meant to be conducted via e-mail as a form of qualitative research on the sustainable practices in LHVR with professionals in the industry. After sending the e-mail with the interview questions attached in a Microsoft Word document (on 31st of March), the researcher noticed that the managers took very long time for a reply. Consequently, for various reasons the interview ended up being conducted via telephone. Even if the telephone interview is regarded as inferior by traditionalists (Gillham, 2005), it allowed the researcher, without a face-to-face meeting, to have an interpersonal communication. Other reasons for resorting to the telephone interviews are: • this method helped save up time and financial
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