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Practical Tourism Research 2 nd Edition

Learn how to conduct valuable personal interviews and focus groups in tourism research, including preparation, execution, coding techniques, and result reporting. Understand the challenges, benefits, and potential problems in these methods.

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Practical Tourism Research 2 nd Edition

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  1. CABI TOURISM TEXTS Practical Tourism Research 2nd Edition STEPHEN L.J. SMITH COMPLEMENTARY TEACHING MATERIALS

  2. CABI TOURISM TEXTS CHAPTER 5 Personal Interviews and Focus Groups

  3. CABI TOURISM TEXTS LEARNING OBJECTIVES • After reading this chapter, you will be able to: • Know when and why you might use personal interviews in your research. • Run a personal interview, including preparations before the interview, conduct the interview, and conclude it. • Develop techniques for coding transcripts of your interviews. • Explain the applications and limitations of focus groups. • Run a focus group, including advance and on-site preparations. • How to report on the results of a focus group.

  4. CABI TOURISM TEXTS 1 Getting started: personal interviews • Have clear idea of objectives of interviews • Select a location comfortable for subject • Labour-intensive • Samples usually very small • Make effort to fit in • Appropriate dress, vocabulary • Know names of local places, organizational structure, services/products offered by business, etc.

  5. CABI TOURISM TEXTS 2 Recruiting participants • Can be complex, time-consuming • May need to work through hierarchy or officials to get permission or access individuals • Be sensitive to local schedules, calendars • Clearly explain purpose of interview • Reassure about confidentiality • Check about recording, note-taking

  6. CABI TOURISM TEXTS 3 The interview • Briefly repeat purpose • Be friendly, respectful • If business or government setting, exchange business cards • Know local customs for handling cards • Offer accurate estimate of time for interview • During interview: be alert to body language • Signs of impatience, annoyance, sensitive topics • As conclusion draws near, ease disengagement – thanking participant

  7. CABI TOURISM TEXTS 4 Potential problems: the interviewer • Having preconceived ideas of what you will hear • Departing from your interview guide • Providing inappropriate feedback • Getting emotionally involved • Asking questions that are too difficult

  8. CABI TOURISM TEXTS 5 Potential problems: the subject • Misunderstanding purpose of interview • Lack of interest • ‘Strategic’ answering

  9. CABI TOURISM TEXTS 6 Coding • Do as soon as possible after interview • Work with transcript if you have one • Two alternative strategies: • Read relevant studies and previous research to prepare for coding • Avoid reading other researchers’ work/ideas to keep your thoughts fresh • Preliminary codes • Meta-codes • Journaling – notes to yourself about observations, thoughts

  10. CABI TOURISM TEXTS Focus groups 7 • Type of group interview • Shades of meaning, areas of debate or alternative views/issues • Challenges • Recruiting participants • Unexpected group dynamics • Combining with surveys • As a preliminary step to survey • Build on initial survey findings • Supplemental tool to help interpret survey findings • As the primary tool with surveys supplementing findings

  11. CABI TOURISM TEXTS 8 Phases of conducting focus groups • Deciding it is appropriate method for your topic • Logistical arrangements • Recruiting, arranging venues • Facilitating session • Analysis and presentation of results

  12. CABI TOURISM TEXTS 9 Logistical issues • Budget and schedule • Number of groups • Type of participants • Recruiting • Location, time, date • Room amenities • Recording, note-taker • Compensation

  13. CABI TOURISM TEXTS 10 Facilitating the session • Welcome and introduction • Overview of purpose of session • Ground rules • Questions and discussion • Wrap-up

  14. CABI TOURISM TEXTS 11 Potential problems • Late-arrivals and no-shows • Too much time on early questions • Non-responsive group • Overly responsive group • Inappropriate participant interaction • Bad weather • Unexpected volunteers

  15. CABI TOURISM TEXTS 12 Analysis • Review recording, notes • Themes and patterns • Codes, meta-codes • Don’t simply tabulating all answers • Develop a coherent interpretation of what was said • Look for differences of opinion • Illustrate key findings with direct quotations

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