Handbook of Research Methods for Tourism and Hospitality Management
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Handbook of Research Methods for Tourism and Hospitality Management

Edited by Robin Nunkoo

As research in tourism and hospitality reaches maturity, a growing number of methodological approaches are being utilized and, in addition, this knowledge is dispersed across a wide range of journals. Consequently there is a broad and multidisciplinary community of tourism and hospitality researchers whom, at present, need to look widely for support on methods. In this volume, researchers fulfil a pressing need by clearly presenting methodological issues within tourism and hospitality research alongside particular methods and share their experiences of what works, what does not work and where challenges and innovations lie.
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Chapter 15: Sensual Quasi-Q-Sort (SQQS): enriching qualitative hospitality and tourism research via the human senses

Alfred Ogle

Abstract

The service product is conceptually abstractand highly subjective. Service quality has been likened to an attitude, thereby making it an epiphenomenon. The phenomenological nature of service necessitates innovative qualitative research tools and approaches to complement mainstream methods. The Sensual Quasi-Q-Sort (SQQS) offer new insights into customer perception of service products.

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