The value of Q-methodology for optimising tourism priorities

This research aims to examine the value of Q-methodology in engaging communities in reshaping tourism futures. Drawing on systems thinking and the concept of system goals, we explore community priorities on the future outcomes tourism may deliver. Five Q-methodology studies were conducted with participants from Pacific island-destinations in Fiji and the Cook Islands, including destinations in early development phases. Together, 16 destination-specific discourses were identified, three to four per island. Island specific discourses are briefly presented and then qualitatively compared. While priorities vary, economic outcomes were important for participants across all islands. Findings suggest that priorities were influenced by participants’ experience with tourism rather than the degree of tourism development in their island. Q-methodology was an interactive and inclusive approach to engaging communities in tourism planning. To deliver on varying priority outcomes, the need for holistic planning and management approaches is raised and examples of achieving such outcomes are discussed.