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A Critique of Quantitative and Qualitative Research on Tourism

Tourism is an activity of visiting different areas for leisure. It is an industry with enormous earnings and a significant economic pillar to many countries. Tourism industry is mainly a service industry where different services are sold to the tourists. There are different scholars who have studied the tourism industry to help find solutions to different issues affecting it. These studies are either qualitative, quantitative or both. This article analyzes one quantitative and one qualitative articles as well as find out their similarities, which would be useful to ascertaining the research importance.

Lee, M. J., Kim, S. S., & Lo, A. (November 28, 2008). Perceptions of hospitality and tourism students towards study motivations and preferences: A study of Hong Kong students. Journal of Hospitality, Leisure, Sports and Tourism Education, 7, 2, 45-58.

This quantitative study highlights the motivating factors that make students in Hong Kong undertake hospitality and tourism courses. It also explains the factors making them prefer to study in overseas destinations. It is essential to answer validity questions regarding this study purpose, methodology, finding, limitations and the recommendations.

1. Yes. The purpose of the study is well documented. It is a question of immense significance in understanding the motivating factors to students in the hospitality course.

2.Yes. The literature review articles and books focus on the motivating aspects of leaders in the tourism industry. Their findings apply to this study with its main question targets students.

3. The study is a primary article in answering the question about motivation to students regarding hospitality course and their preferred destinations. This makes it have primary sources of information.

4. The literature review is logically organized in understanding each contributor’s view concerning the study question.

5. The authors of this article establish that education institutions would use it to design their curriculum for hospitality and tourism course.

6. It is essential to pursue this study question especially with its significance to education facilities offering tourism courses.

7. The study question is stated as to why Hong Kong students prefer to study hospitality and tourism course in overseas destinations.

8. Yes. The variables in the study are stated with the students especially in the race, gender, age and education levels.

9. The sample used are the students in the universities, and  the author wants to use the study in generalization of all college students

10. There is a high probability of error in regard to the sample where the sample size consisted of students from two colleges instead of countrywide institutions.

11. The instrument used in the study is not clearly understood.

12. The researchers are well trained in analyzing and collection of data.

13. The study may be reliable but not valid enough to warrant stopping further research on this issue.

14. The respondents would not give bias answers for considering the views concern them.

15. The researcher bias is not an issue to the completion of the study.

16. The limitations are in the sample size, the area in consideration and the overreliance on quantitative method in the study.

17. The presentation of the study findings is logical and candid to the readers understanding.

18. The study report is linked to the research objective question with the sources helpful in completion of the study.

19. The findings are purely based on the study information although, there is the need to further study the findings are from the research article.

20. The study would not be generalized due to the small sample size.

21. There is vivid interpretation of the study’s findings in the discussion part.

22. The author relates the discussion to study only.

23. The author does recognize the various limitations in the study

24. The recommendations of this study are both for direction to future studies as well as course of action based on the findings

25. The conclusion is based on the study, and it is achievable and reasonable.

26. The study contributes to the in understanding what factors motivate students in taking up hospitality courses.

Hanlan, Janet, Fuller, Don, & Wilde, Simon J. (n.d.). Segmenting tourism markets: a critical review. ePublications@SCU.

This study article is a review on the methods used to segment markets in the tourism industry and the best options to achieving maximum results. It is essential to answer the questions that analyze this study as a qualitative research.

  1. The general study question is expressed candidly.
  2. The literature used in this study is highly relevant considering this study is a review of articles.
  3. It is a review of cited articles making it rely on the secondary information
  4. The literature review is sequential as it follows various articles reviewed’
  5. The author notes that this study would be used  to aid in further research work.
  6. The research question in this study is essential, and the author has tried to portray its relevance.
  7. The research question is on the relevance of segmenting markets in the tourism industry.
  8. The author explains the choice of his study participants with the detailed information from the reviewed articles.
  9. The qualitative methods used for sampling correspondents included random sampling.
  10. Data collection was in the reviewed articles; therefore, one would presume they were trained sufficiently.
  11. The methodology and data analyses are explained vividly in the study
  12. There are limitations tot the study including the level of effectiveness of segmenting markets and persuading tourist to choose the destinations.
  13. The authors are reflexive to the study especially in the research process.
  14. The study outcomes are logically presented albeit from other reviewed articles.
  15. The outcomes coincide with the research article totally.
  16. The reviewed articles provide sufficient material to support this study.
  17. The cited examples in the study offer vivid explanations to convey research outcomes
  18. There are no non confirming instances discussed.
  19. The marketing strategists should take this study seriously to help them earn experience on how to strategies their destinations among the top.
  20. The study relates the study to the discussed reviewed articles used.
  21. The authors understand the relevant limitations of the study.
  22. The recommended directions as well as the study itself would be useful in carrying out future studies.
  23. The conclusion is relevant and reasonable to the study findings.
  24. The study contributes towards understanding the relevance of the study.

The above two studies are identical in their methodologies and presentations. The significant difference is on the sampling and data collection. The quantitative study is a primary article while the qualitative derives its sources from primary articles. This makes it a review study.