This chapter proposes an overview of the grounded theory approach to analyse and interpret qualitative data in tourism and hospitality research. After presenting the genealogy of this approach and its principles and procedures, the specific context of vacation decision making is used to illustrate the main activities and tools involved in it. A discussion of a few methodological issues concludes the chapter.
Alain Decrop and Julie Masset
Jérôme Mallargé, Alain Decrop and Pietro Zidda
Collaborative initiatives in the sharing economy involve peer-to-peer relationships, often mediated by an online platform. The very nature of such horizontal relationships, in which the service is likely to be delivered by a non-professional provider, introduces a new context for service evaluations. Exchanges between strangers create uncertainty about the outcomes and the way in which the service will be delivered. Due to such extreme heterogeneity, consumers have difficulties in delineating their expectations. In addition, collaborative initiatives may feature different formats, ranging from pure sharing characterized by love, no need for reciprocity, and the irrelevance of money; to pure exchanges featuring impersonality, reciprocity, and monetary compensations. This chapter seeks to increase understanding of these effects by investigating consumer (dis)satisfaction processes in the sharing economy. By combining an analysis of online archival data with critical incident techniques, the chapter identifies several features that distinguish collaborative exchanges from traditional ones and provides an alternative framework for depicting the evaluation process associated with collaborative services.
Alain Decrop, Isabelle Frochot and Julie Masset
The aim of this paper is to introduce videography as a valuable approach for collecting data, supporting theory-building and disseminating results in tourism research. Visual research is a powerful approach that has been intensively used in the main field of consumer research but surprisingly less often in a tourism context. However, most tourist behaviours and experiences are ‘bright and noisy’ and cannot be fully translated by written productions. This is why we present videography as a research tool in its own right, opening new dimensions to qualitative research. This article aims to discuss the advantages and limitations of video and demonstrates why it is worthwhile to tourism studies. It also explains the steps involved in the production of a video and illustrated by a 20-minute video on tourist souvenirs.