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Journal of Vacation Marketing, Vol. 7, No. 1, 31-40 (2001)
DOI: 10.1177/135676670100700103

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

David Bowen

Oxford Brookes University, dbowen{at}brookes.ac.uk

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.

Key Words: research methods • tourist satisfaction and dissatisfaction


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