This broad, accessible textbook outlines the concepts and tools essential to understanding, managing, and conducting research. Taking a practical approach throughout, this new edition provides advice on the use and cautions associated with some of the more common research designs and tools used by tourism researchers.

Fully updated throughout, it: covers core techniques such as questionnaire design, sample selection, and interviewing; reviews analytical tools such as the development of scales and indices, assessment of advertising performance, benchmarking, market segmentation, case studies, and content and visual analysis; uses recent, real-world examples and focus boxes throughout to assess new aspects of research such as blogs, narrative analysis, and Geographic Information Systems (GIS); and incorporates an increased use of handy, pedagogical features to aid learning.