Exploratory study in tourism: designing an initial, qualitative phase of sequenced, mixed methods research

Abstract Exploratory studies in the social sciences are being increasingly advocated, particularly in relation to new research themes or when addressing an existing issue from a new perspective. Although exploration is usually the starting point, it is frequently part of a sequence of research stages. However, until recently the actual process of conducting such exploratory research within the leisure and tourism field has received little attention. This is due not just to perceptions that exploration is merely the initial step in a longer research process, but significantly, because there is a lack of guidance on how to conduct such research. This paper argues that when the overall tourism research study involves the use of mixed methods, an initial exploratory stage conducted as part of a sequential research process, requires a systematic approach to achieve a reliable platform for further investigation. The paper shows how and why a systematic research design process in the exploratory stage can enhance the value of studies, when the initial qualitative stage is to be followed by a quantitative phase. Three phases of an exploratory qualitative research design process are identified: preparation, development and refinement. Criteria for assessing the suitability of qualitative data collection techniques are proposed. It is argued that careful attention to the process of designing the initial exploratory qualitative stage constitutes the necessary condition for achieving results that will form a sound basis for the next quantitative sequence of research. Copyright © 2009 John Wiley & Sons, Ltd.