Bachelors thesis

Chapter Three: Methods
Introduction
This chapter illustrates the research approach, sampling, collecting data methods, and data analysis employed in this study. The chapter provides an explanation of why a qualitative research technique was selected as the best methodology for this investigation. The researcher will be able to assess people's opinions using this research approach, which is crucial for addressing the study issues. The sample strategy describes the group of people from which we will gather data: the majority of hotel guests, who are from abroad. In-depth interviews are a means of gathering data that will be covered in this chapter as a way to learn about people's preferences for obtaining hotel services.
3.1 Research design
A detailed plan will give your research focus, improve your research methods, and position your study for success. In the academic world, this detailed plan is known as research design.A research design is a plan for a scientific study. It includes the methods, tools and procedures used to perform the research. It aids in locating and solving any issues that may come up when conducting research and analysis (Emeritus,2023)
The aim of this study is to study the impact of the guest's feedbacks and quality of service for attracting more residents to hotels, as well as the development of tourism in Samarkand. Accommodation enterprises need to be innovative and to work with their staff and services. Thus, quality of service is critical to realizing the competitive advantages of hoteliers.
3.2 Research approach
A research approach is the procedure selected by the researcher to collect, analyze, and interpret data. There are three approaches to research: quantitative, qualitative, and mixed methods (Tiffany Budert-Waltz,2021)
According to Opoku, Ahmed, and Akotia (2016), the research topic, study objectives, the volume of accessible data, as well as the time and resources available, all influence the research approach choice. Choosing the right research methodology helps to determine the need for hoteliers to diversity their services, rather than concentrating purely on facilities of rooms and will provide new evidence that will support international visitors who it is hoped will stay in hotels for a longer time period during trip if hotels offer not only product as rooms, but also special interest services.
It is necessary to understand the differences between qualitative and quantitative research methodologies in order to decide which method should be used for the study.
In general, quantitative research tests hypotheses to understand the causal or correlational link between variables, whereas qualitative research uses interviews and observation to understand a phenomenon in its real-world setting. Both research approaches have merit, albeit some study topics are more suited to one than the other. To be able to objectively evaluate and analyze any articles you read, you must, however, be aware of the variations between qualitative and quantitative research because doing so will help you recognize each of the benefits, drawbacks, and influencing factors related to every method.
Research using a variety of qualitative techniques to inductively explore, interpret, and comprehend a particular topic or object under investigation is referred to as qualitative research. Tourism qualitative research is heavily influenced by the cultural and social sciences, including anthropology and sociology. The primary goal of this research strategy is typically to investigate, seek meaning, or build understanding through empirical studies, producing "thick" descriptions (Geertz 1973), or gathering data that may be open to interpretation. A high level of reflectivity, sensitivity to power dynamics, and avoidance of making generalizations, grand statements, and reductions are frequently traits of qualitative research.
There is no single body of research that encompasses all qualitative tourist research. It is also not "epistemologically aligned" in any way. Instead, it covers a wide range of philosophical and theoretical perspectives, including social constructivism, post-structuralism, phenomenology, and hermeneutics. There are many diverse research approaches used, but they are all united by the need to allow for non-quantifiable or non-cumulative approaches to studying, comprehending, and expressing tourism. Therefore, qualitative tourist research encourages one to engage with tourism and with tourism research holistically as well as reflexively.In addition to (qualitative) methodologies, the term "qualitative tourism research" also refers to a larger movement that challenges the quantitative methods' hitherto dominant position in the study of tourism (Ren, 2015;Lester 1999).
In order to examine and comprehend phenomena related to tourism (such as consumer behavior, traveler characteristics, destination image assessment and perceptions, decision-making and destination selection, demand analysis, performance measures, and general market assessment and segmentation), quantitative tourism research is frequently used. In order to do this, it gathers and analyzes numerical and quantifiable primary (such as survey or longitudinal) and secondary (such as census and government sources, search engines, and organizations, or time-series data from agencies) data in order to describe, explain, and predict the relevant phenomenon. The use of various scales (such as nominal, ordinal, interval, and ratio) in quantitative research also incorporates both descriptive and inferential (hypothesis testing) research, which results in both parametric and nonparametric data analysis employing nominal and interval data.
3.3 Sample
It is uncommonly possible to gather data from every member of a group of individuals when conducting research on them. In its place, you pick a sample. The population that will actually take part in the study is the sample. You must carefully consider how you will choose a sample that is representative of the group as a whole if you want to make accurate conclusions from your data. It is referred to as a sampling method. You can use one of the following two main sampling techniques in your study:
Random selection is a key component of probability sampling, which enables you to draw robust statistical conclusions about the entire group. Non-probability sampling entails non-random selection based on practicality or other factors, making it simple to gather data.
This research is being conducted in Samarkand and is based on the comments of international tourists chosen among guests staying at various hotels, as well as during a city tour near Samarkand's most famous architectural monument- Registan Square. The sample is chosen for the researcher's convenience (Acharya, Prakash, Saxena, & Nigam, 2013). Typically, Samarkand is the last stop on a traditional tour program, and by the time travelers arrive in Samarkand, they have a good understanding of Uzbekistan and its cities, their history and culture, and can evaluate and compare the level of services to those offered in other countries. The study's location in Samarkand allows travelers to share their experiences.