This book serves as an accessible, concise, and practical guide to designing, conducting, and analyzing research in the fields of tourism and hospitality.

The authors introduce the reader to the fundamental principles and techniques of research in international hospitality and tourism sectors, providing detailed guidance for both quantitative and qualitative research methods.

The book offers practical advice throughout, contributing to a deeper understanding on the part of students.

Based on the success of the first English edition, the book has been fully revised and updated, including new chapters on mixed methods and how to better utilize new technologies in research practices. The current edition is also characterized by:

• Greater depth of analysis of research planning strategies, including sampling, ethnography, and experimental design.
• Inclusion of computer-based data collection techniques, such as online interviews, online focus groups, and virtual ethnographic research.
• New and updated international case studies, with a more balanced distribution of research examples in tourism and hospitality.