Research on tourist satisfaction and dissatisfaction: Overcoming the limitations of a positivist and quantitative approach

The study of satisfaction and dissatisfaction on long-haul tours leads to a methodological appraisal regarding the strengths of a phenomenological, qualitative research approach and, in particular, the technique of participant observation. This is contrasted with the potential limitations of a positivist quantitative approach centred on customer service questionnaires (CSQs). The participant observation is illustrated with reference to a case study of tourists on a long-haul tour to Malaysia and Singapore from Britain.