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TOUR309 Tourism Research Methods

An introduction to the design and execution of tourism research methods. Emphasis is placed on using research to address issues relating to the development and marketing of tourism destinations as well as understanding tourist motivations and experiences.

This paper is designed to introduce students to the basic strategies and methods for conducting tourism research. Topics covered in this paper include problem formulation and research design; research implementation; data collection and analysis and results interpretation; evaluation; and application. A practical emphasis of this paper will be placed on using research to address real-life issues related to the development and marketing of tourism destinations as well as understanding tourist motivations, behaviours and experiences.

Paper title Tourism Research Methods
Paper code TOUR309
Subject Tourism
EFTS 0.1500
Points 18 points
Teaching period First Semester
Domestic Tuition Fees (NZD) $813.45
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Prerequisite
(BSNS 102 or BSNS 112) and 54 200-level points
Restriction
TOUR 302
Schedule C
Commerce
Contact
tourism@otago.ac.nz
Teaching staff
Dr Craig Lee
Paper Structure
This paper consists of three major components:
  • The first component introduces tourism research designs and processes
  • The second component focuses on quantitative research methods and data analysis
  • The final component presents the methods and techniques for conducting qualitative research
Teaching Arrangements
One 110-minute lecture per week and a fortnightly tutorial
Textbooks
Recommended:
  • Babbie, E. (2010). The Practice of Social Research (12th Edition). Thomson Wadsworth
  • Ritchie, B.W.; Burns, P.; and Palmer, C. (Ed). (2005). Tourism Research Methods: Integrating Theory with Practice. CABI Publishing. (Optional)
  • Creswell, J. W. (2003). Research design: qualitative, quantitative, and mixed methods approach. Thousand Oaks, California: Sage Publications. (Optional)
  • Baggio, R., and Klobas, J. (2011). Quantitative Methods in Tourism: A Hand Book. Channel View Publications
  • Fields, A. (2013). Discovering Statistics Using IBM SPSS Statistics (4th edition). Thousand Oaks, California: Sage Publications
Graduate Attributes Emphasised
Communication, Critical thinking, Research, Lifelong learning.
View more information about Otago's graduate attributes.
Learning Outcomes
Students who successfully complete the paper will
  • Develop knowledge of the basic processes of conducting tourism research
  • Demonstrate an ability to design a scientific research to address and analyse real-life tourism problems
  • Recognise the relationship between research theory and research application
  • Distinguish between qualitative and quantitative research and their respective strengths and weaknesses
  • Design and plan for the implementation of quantitative and qualitative research instruments such as questionnaires and interviews
  • Choose appropriate methods of data collection and analysis for tourism research
  • Collect, analyse and present primary and secondary data using a range of qualitative and quantitative research techniques as appropriate

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Timetable

First Semester

Location
Dunedin
Teaching method
This paper is taught On Campus
Learning management system
Blackboard

Lecture

Stream Days Times Weeks
Attend
A1 Monday 11:00-12:50 9-15, 17-22

Tutorial

Stream Days Times Weeks
Attend
T1 Wednesday 14:00-14:50 10, 12, 14, 17, 20-21

An introduction to the design and execution of tourism research methods. Emphasis is placed on using research to address issues relating to the development and marketing of tourism destinations as well as understanding tourist motivations and experiences.

This paper is designed to introduce students to the basic strategies and methods for conducting tourism research. Topics covered in this paper include problem formulation and research design; research implementation; data collection and analysis and results interpretation; evaluation; and application. A practical emphasis of this paper will be placed on using research to address real-life issues related to the development and marketing of tourism destinations as well as understanding tourist motivations, behaviours and experiences.

Paper title Tourism Research Methods
Paper code TOUR309
Subject Tourism
EFTS 0.1500
Points 18 points
Teaching period First Semester
Domestic Tuition Fees (NZD) $829.65
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

^ Top of page

Prerequisite
(BSNS 102 or BSNS 112) and 54 200-level points
Restriction
TOUR 302
Schedule C
Commerce
Contact
tourism@otago.ac.nz
Teaching staff
Dr Trudie Walters
Paper Structure
This paper consists of three major components:
  • The first component introduces tourism research designs and processes
  • The second component focuses on quantitative research methods and data analysis
  • The final component presents the methods and techniques for conducting qualitative research
Teaching Arrangements
One 110-minute lecture per week and a fortnightly tutorial.
Textbooks
Recommended:
  • Babbie, E. (2010). The Practice of Social Research (12th Edition). Thomson Wadsworth
  • Ritchie, B.W.; Burns, P.; and Palmer, C. (Ed). (2005). Tourism Research Methods: Integrating Theory with Practice. CABI Publishing. (Optional)
  • Creswell, J. W. (2003). Research design: qualitative, quantitative, and mixed methods approach. Thousand Oaks, California: Sage Publications. (Optional)
  • Baggio, R., and Klobas, J. (2011). Quantitative Methods in Tourism: A Hand Book. Channel View Publications
  • Fields, A. (2013). Discovering Statistics Using IBM SPSS Statistics (4th edition). Thousand Oaks, California: Sage Publications
Graduate Attributes Emphasised
Communication, Critical thinking, Research, Lifelong learning.
View more information about Otago's graduate attributes.
Learning Outcomes
Students who successfully complete the paper will
  • Develop knowledge of the basic processes of conducting tourism research
  • Demonstrate an ability to design a scientific research to address and analyse real-life tourism problems
  • Recognise the relationship between research theory and research application
  • Distinguish between qualitative and quantitative research and their respective strengths and weaknesses
  • Design and plan for the implementation of quantitative and qualitative research instruments such as questionnaires and interviews
  • Choose appropriate methods of data collection and analysis for tourism research
  • Collect, analyse and present primary and secondary data using a range of qualitative and quantitative research techniques as appropriate
Course outline
The Course Outline will be available on Blackboard at the beginning of the course.

^ Top of page

Timetable

First Semester

Location
Dunedin
Teaching method
This paper is taught On Campus
Learning management system
Blackboard

Lecture

Stream Days Times Weeks
Attend
A1 Monday 11:00-12:50 9-13, 15-22

Tutorial

Stream Days Times Weeks
Attend
T1 Wednesday 14:00-14:50 10, 12, 15, 18, 20-21