Examination of grounded theory analysis with an application to hospitality research

The focus on qualitative research has unfortunately been mainly confined to methods of data collection, neglecting a more significant aspect, namely data analysis. Hospitality and tourism research is no exception to this observation. This is considered to be one of the main reasons why there has been a lower output of qualitative research in hospitality and tourism. In order to elevate the status of and, consequently, use of qualitative research more attention should be shown towards the issue of data analysis. Consequently, the current work aims to make a modest contribution in this direction by thoroughly examining one specific analytic strategy—that of grounded theory—with an application of it to a hospitality study.