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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 (On campus)
Domestic Tuition Fees (NZD) $863.25
International Tuition Fees (NZD) $4,276.80

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(BSNS 102 or BSNS 112) and 54 200-level points
TOUR 302
Schedule C
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.
  • 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
Course outline

The course outline will be available on Blackboard at the beginning of the paper.

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:

  • Formulate research questions
  • Collect, analyse, interpret and present the relevant data
  • Compare the strengths and weaknesses of quantitative and qualitative research
  • Use quantitative data analysis software confidently at introductory level
  • Discuss the significance and role of ethics in research
  • Apply selected research techniques to a research project

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First Semester

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
A1 Monday 11:00-12:50 9-13, 19-22


Stream Days Times Weeks
T1 Wednesday 14:00-14:50 10, 12, 19, 21