Selecting the methodological approach is a critical decision as it largely determines the effectiveness of the research. Encapsulating the research approach as a chapter in a thesis is often a challenge to many young researchers, despite the abundance of guides on PhD thesis writing and on the...

This chapter discusses the use of qualitative content analysis in the field of hospitality and tourism. The primary objective of this chapter is to draw attention to the use of a content analysis approach for the treatment of data. As a further objective, the chapter contributes to current...