HPC

7 – Research in Hospitality
1st Semester / SY 2020-2021

MODULE 1 – INTRODUCTION IN RESEARCH

Let’s start with the overview.

“Research is to see what everybody else has seen, and to think what nobody else has
thought”. Albert Szent – Gyorgi

This module will cover the basic concept and process of research; and research ethics to
guide you in your research journey. Topics include research and its purpose, application
and types of research, research process and its characteristics, research paradigms and
ethical considerations in research.

Activities such as one-word and think and share will be introduced to check your
knowledge about research. At the end of this chapter, a research article analysis will be
required from you to assess what you have learned.

Let’s see what are expected from you…

At the end of this chapter, students will be able to:
1. Discuss research and its purpose
2. Enumerate areas where research can be applied.
3. Identify the types of research
4. Describe the research process and its characteristics
5. Explain the research paradigms and the ethical considerations in research

Let’s check your prior knowledge!

Activity 1 – ONE – WORD

State one-word that you think of when you hear the word research.

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 HPC 7 – Research in Hospitality
1st Semester / SY 2020-2021

Together, let’s explore research!

Definition and purpose of research

We can broadly define research as being a form of systematic enquiry that
contributes to knowledge. Research is essential for understanding the various
phenomena that individuals and organizations encounter in their everyday activities.
Consequently, research can be conducted by a wide range of individuals, teams,
organizations and institutions. People do research when they want to buy a new car or a
house, companies conduct research to test a product in the market, pharmaceutical labs
undertake research to develop a new vaccine, and political parties use research to assess
their influence in society. (1)

It is a process that requires careful planning and execution in order to find solutions
to the questions or problems being investigated. It always begins with a question –
Why? How?. (1)

Three principal purposes of hospitality and tourism research, (Taylor and Edgar, 1996):
(1)

1. To uncover and make sense of existing patterns of behavior and phenomena within the
hospitality and tourism industry 

2. To identify new and better ways of managing within the hospitality industry 

3. To enable hospitality and tourism faculty to educate future practitioners. 


1.2 Application of research

Most research are applied research wherein the focus is on the application of the research
findings. Research can be applied in any field of specialization, profession and area.
Hence, the application of research can be viewed from the four different perspectives as
shown in figure 1.1. (1 & 2).

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 HPC 7 – Research in Hospitality
1st Semester / SY 2020-2021

1.3 Types of research

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 HPC 7 – Research in Hospitality
1st Semester / SY 2020-2021

Pure research involves developing and testing theories and hypotheses that are
intellectually challenging to the researcher but may or may not have practical application
at the present time or in the future. (3)

Applied research applies techniques, procedures and methods that form the body of
research methodology to gather information about various aspects of a situation, issue,
problem or phenomenon so that the information gathered can be used in other ways. (3)

Descriptive research attempts to describe systematically a situation, problem,

phenomenon, service or program, or provides information about, say, the living conditions
of a community, or describes attitudes towards an issue. (3)

Correlational research is to discover or establish the existence of a

relationship/association/interdependence between two or more aspects of a situation. (3)

Explanatory research attempts to clarify why and how there is a relationship between
two aspects of a situation or phenomenon. (3)

Exploratory research is undertaken with the objective either to explore an area where
little is known or to investigate the possibilities of undertaking a particular research study.
(3)

Qualitative research primarily aims to describe a situation, phenomenon, problem or

event. Its approach unstructured wherein it allows flexibility in all aspects of the process.
(3)

Quantitative research aims to quantify the variation in a phenomenon, situation, problem

or issue. It is a
structured approach wherein everything that forms the research process
– objectives, design, sample, and the questions that you plan to ask of respondents – is
predetermined. (3)

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 HPC 7 – Research in Hospitality
1st Semester / SY 2020-2021

1.4 Research process and its characteristics

Identify the problem

Choose a research topic

Formulate plan and methodology

Collect appropriate data

Analyze and interpret data

Present the findings

Figure 1.3 Research Process

Characteristics of a research

Systematic – this implies that the procedures adopted to undertake an investigation

follow a certain logical sequence. (3)

Valid and verifiable – this concept implies that whatever you conclude on the basis of
your findings is correct and can be verified by you and others. (3)

Empirical – this means that any conclusions drawn are based upon hard evidence
gathered from information collected from real-life experiences or observations. (3)

Critical – critical scrutiny of the procedures used and the methods employed is crucial to
a research enquiry. (3)

Ethical – research should be fitting, principled and follows ethical standards. (2)

Cyclical – research findings lead to another question that requires further research. (1)

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 HPC 7 – Research in Hospitality
1st Semester / SY 2020-2021

1.5 Paradigms of research

Paradigm is a set of belief and principles which influence you to do a research.

Positivism Interpretivism
They are realist thus situation is what it is They are relativist hence they do not
and they need to work with it in that way. believe that reality is observable from the
They search for patterns and outside because it needs to be viewed
connections. They are objective and from the inside. They are subjective and
deductive (general to specific) in nature. inductive (specific to general) in nature.

1.6 Ethical Considerations

Informed consent – the researcher should always inform potential participants in

advance of any features of the research that might reasonably be expected to influence
their willingness to take part in the study. Where children are concerned, informed consent
may be obtained from teachers acting in loco parentis. However, where the topic of the
research is sensitive, written informed consent should be obtained from individual
parents. (2)

Openness and honesty – researchers should be open and honest about the research,
its purpose and application. Avoid deception. (2)

Protecting from harm – researchers must aim to protect participants from physical and
psychological harm at all times during an investigation. It is also important for the
researcher to protect themselves from harm, informing others of their schedule and
whereabouts to ensure their own safety. (2)

Debriefing – researchers must provide an account of the purpose of the study as well as
its procedures. If this is not possible at the outset, then it should be provided on
completion of the study. (2)

Confidentiality – except with the express written consent of the participant, researchers
should be required to ensure confidentiality of the participant’s identity throughout the
conduct and reporting of the research. (2)

Gender, race and culture – procedures must always be sensitive to issues of race,
gender, sexual orientation and disability. (2)

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 HPC 7 – Research in Hospitality
1st Semester / SY 2020-2021

Authorship – this must be made clear at the beginning of the research. Better put them
on paper and get the signature of all parties.
 Who can use the data and claim the
authorship for a future paper on the same data must be clearly stated in an agreement.
You must get an agreement signed. (4)

Plagiarism – proper citation must be strictly observed thus submitted paper should report
original, previously unpublished research results of the experiment or theory. Since
ethical conduct is the most essential virtue of any academic, any act of plagiarism is
unacceptable. (4)

Activity 2 - THINK AND SHARE

Think of their research experience that you had either an academic requirement or not,
about a person, thing, place or situation and share your experience (chosen topic,
methods used, result).

Let’s check what you have learned!

Activity 3 - RESEARCH ARTICLE ANALYSIS

(Answer Sheet and Rubrics are available in the next pages)
Using the given research article, answer the following guide questions:
1. Discuss the purpose of the research article.
2. Enumerate the area/s where research was applied.
3. Identify the type/s of research that was / were applied considering application, objectives
and inquiry mode.
4. Describe one characteristics of a research process that is applicable in the article.
5. Explain the research paradigm and one ethical consideration applied in the article.

Let’s get to know the sources!

1. Altinay, Levent and Paraskevas, Alexandros. (2008). Planning Research in Hospitality

and Tourism. Elsevier Ltd.
2. Brunt, Paul; Horner, Susan & Semley, Natalie. (2017). Research Methods in Tourism,
Hospitality & Events Management. SAGE Publications Ltd.
3. Kumar, Ranjit. (2011). Research Methodology: a step by step guide for beginners.
SAGE Publications Ltd.
4. Locharoenrat, Kitsakorn. (2017). Research Methodologies for Beginners. Pan
Stanford Publishing Pte. Ltd.

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 HPC 7 – Research in Hospitality
1st Semester / SY 2020-2021

Let’s check what you have learned!

Activity 3 – Research Article Analysis

NAME: _________________________________________

COURSE / YEAR / BLOCK: ________________________

Using the given research article, answer the following guide questions:

1. Discuss the purpose of the research article.

2. Enumerate the area/s where research was applied.

3. Identify the type/s of research that was / were applied considering application, objectives and
inquiry mode.

4. Describe one characteristics of a research process that is applicable in the article.

5. Explain the research paradigm and the ethical standard/s applied in the article.

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 HPC 7 – Research in Hospitality
1st Semester / SY 2020-2021

Rubrics for a Research Article Analysis

Content Organization of thoughts
Criteria
(3 points) (2 points)
3 2 1 2 1
All major Most of the Some of the Ideas were Ideas were not
Question points were major points major points stated in a stated in a
# 1 discussed were were logical manner. logical
briefly. discussed. discussed. manner.

3 2 1 2 1
All major Most of the Some of the Ideas were Ideas were not
Question points were major points major points stated in a stated in a
# 2 enumerated. were were logical manner. logical
enumerated. enumerated. manner.

3 2 1 2 1
All major Most of the Some of the Ideas were Ideas were not
Question
points were major points major points stated in a stated in a
# 3 identified. were were logical manner. logical
identified. identified. manner.
3 2 1 2 1
All major Most of the Some of the Ideas were Ideas were not
Question
points were major points major points stated in a stated in a
# 4 described. were were logical manner. logical
described. described. manner.
3 2 1 2 1
Question All major Most of the Some of the Ideas were Ideas were not
points were major points major points stated in a stated in a
# 5 explained were were logical manner. logical
briefly. explained. explained. manner.
Over-all 5 4 3 2 1
Grammar At most, has 1 At most, has 2 At most, has 3 At most, has 4 Numerous
(5 points) grammatical grammatical grammatical grammatical grammatical
and and and and punctuation and
punctuation punctuation punctuation errors. punctuation
error. errors. errors. errors.

Revised from https://mustafaharb.weebly.com/uploads/2/1/6/5/21653896/article-review_final_version_rubric.pdf

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