Phases of systematic sequential mixed methods: the tourism destination quality study
Authors: Mason, P., Augustyn, M. and Seakhoa-King, A.
Pages: 57-72
DOI: 10.4337/9781035314096.00011
Abstract:This chapter discusses the use of sequential mixed methods research in tourism. It provides the rationale for the use of mixed methods and discusses the context in which this was chosen and used. It outlines the major research philosophies, their advantages and disadvantages, and discusses the systematic, sequential, step-by-step research processes that were employed. The chapter also analyses the potential usefulness of specific qualitative data collection techniques. The context of the chapter was a study investigating what tourists associate with tourism destination quality (henceforth referred to as the TDQ study). The chapter indicates the nature of the phases of research in the TDQ study, beginning with the qualitative exploratory research (see Mason, Augustyn and Seakhoa-King, 2021) involved. It provides details on the main qualitative and subsequent quantitative phases of the research. The chapter indicates that an initial systematic qualitative phase of research can be used within an overall mixed methods approach to precede a quantitative phase with a successful outcome in terms of robust and rigorous research findings. By providing a detailed account of a systematic sequential mixed method approach, the chapter provides insights into and a potential blueprint for researchers interested in conducting such research.
Source: Scopus
