Sequential exploratory mixed methods and scale development: investigating transformational tourism readiness

This paper presents two vignettes that might interest tourism scholars in their future research endeavours. Firstly, a journey in multidisciplinary research is described to expound on the successful collaboration between scholars of different background premised on being open to ideas from non-tourism perspectives and learning how to hybridize an explanation or method is helpful to the scientific goals. Secondly, we review sequential exploratory mixed methods and scale development as a contribution to the tourism discipline. Utilizing the qualitative and quantitative data collection and analysis in a sequence of phases, the project aimed to develop the scale to measure travel suppliers’ readiness to provide transformational tourism Services. The significance of this work rests on sharing insights to working in a multidisciplinary team and propose a conceptual framework to crafting and validating findings using scaling and sequential phases combined with qualitative methods all with the aid of existing data reading software.

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ISOT 2020: 4th International Seminar on Tourism

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978-1-003-09548-4

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