Research: Sociological Paradigms and the Use of Ethnography in Hospitality Research

Abstract

If hospitality is to mature as a field of inquiry, it is important that the understanding of the philosophical debates underlying methodological choices be enhanced. Through this understanding interest in alternative methodologies among hospitality researchers should grow. Historically, the hospitality literature has reflected a positivist epistemology and a sociology of regulation. As such, it has failed to adequately challenge the many norms taken for granted and assumptions deeply embedded within the industry. Researchers are encouraged to acknowledge the subjectivity of “truth” and adopt a sociology of radical change. Ethnography is an example of one qualitative research approach that holds promise for researchers interested in doing so. Key methodological issues for ethnographic research include site and sample selection, the management of the researcher's role, data collection strategies and data analysis techniques.