Moving from conceptualization to methodology in tourism behavioural geography: the case of COP17.

• Main Authors: K. Moodley, Dr V. Moodley, Dr Sershen
• Format: Article
• Language: English
• Published: AfricaJournals 2016-07-01
• Series: African Journal of Hospitality, Tourism and Leisure
• Subjects: conceptualizing research; environmentally responsible behaviour; methodologies; tourism
• Online Access: http://www.ajhtl.com/uploads/7/1/6/3/7163688/article_8_vol_5_3__final.pdf

Conceptualizing a research study and selecting the appropriate conceptual framework and methodology in the research design is a challenging process. This paper offers some insights on formulating a conceptual framework and the associated methodologies for social science-based tourism research using an investigation on the environmentally responsible behaviour of delegates at COP17 (held in Durban, South Africa in 2011), as a case study. When using different bodies of knowledge to understand the behaviour of tourists, it is imperative that the problem under investigation be properly conceptualised. This paper explains the way in which this conceptualisation can lead to an appropriate methodology, embodying research design, philosophical approaches, methods and techniques. The paper goes on to discuss how conceptual frameworks can assist in understanding causal connections; provide theoretical clarification; provide focus on the methods and assist in evaluation and interpretation of social reality. The case study adopted a research design that used a mixed-method, cross-sectional approach, and positivistic and phenomenological philosophies to address the complex issues surrounding the behaviour of delegates (tourists). A structured questionnaire, using purposive and systematic sampling was used to obtain primary data. Various sociopsychological models, concepts and theories were then drawn on to assess the relationship between sociodemographic variables, knowledge, attitudes/ perceptions and behavioural practices of delegates at COP17. Via an appraisal of the case study the current contribution shows that even though conceptualizations and methodologies for such studies will vary across studies, the link between theory, research design and empirical data should be maintained throughout the research process.