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This scholarly article investigates the application of Video Reflexive Ethnography (VRE) in hospitality and tourism research. VRE, an innovative approach, employs ethnographic video recordings to facilitate in-depth participant discussions and dissect complex social interactions. The research underscores VRE's capability to reveal intricate social dynamics, thus significantly enhancing service quality and customer experience in these sectors. The study acknowledges that while VRE has proven effective in healthcare and education, its integration into hospitality and tourism represents an emerging field of inquiry. The paper advocates that VRE provides a more comprehensive knowledge of interpersonal interactions, contributing to improved service quality and heightened consumer satisfaction. It explores the theoretical underpinnings of VRE, integrating insights from anthropology, sociology, and communication studies. This interdisciplinary approach enables the paper to demonstrate VRE's potential to offer deeper insights into service delivery, customer experiences, and employee performance. Additionally, the paper addresses the practical challenges and ethical considerations associated with VRE practice, emphasizing its transformative potential in reshaping hospitality and tourism research. This study is a pivotal contribution to the methodological innovation in the said fields, suggesting that VRE adeptly captures the nuanced subtleties of social dynamics, fostering industry advancement and excellence.
Shahidul M. Islam (Mon,) studied this question.