Edited by Robin Nunkoo
Chapter 32: Conducting mixed methods in tourism and hospitality management: applications in competitive strategy, management systems, and sustainability practices
José F. Molina-Azorin, Xavier Font, María D. López-Gamero, Jorge Pereira-Moliner, Eva M. Pertusa-Ortega and Juan J. Tarí
The purpose of this chapter is to examine the main characteristics and benefits of mixed methods. The chapter aims to help tourism scholars to become more familiar with this approach, providing the literature base and examining two key aspects: why and how to use mixed methods. Several examples of mixed methods works in tourism are examined.
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