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Alain Decrop and Julie Masset

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.

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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.