Exploratory studies in the social sciences are being increasingly advocated, particularly in relation to new research themes or when addressing an existing issue from a new perspective. Although exploration is usually the starting point, it is frequently part of a sequence of research stages. However, until recently the actual process of conducting such exploratory research within the leisure and tourism fi eld has received little attention. This is due not just to perceptions that exploration is merely the initial step in a longer research process, but signifi cantly, because there is a lack of guidance on how to conduct such research. This paper argues that when the overall tourism research study involves the use of mixed methods, an initial exploratory stage conducted as part of a sequential research process, requires a systematic approach to achieve a reliable platform for further investigation. The paper shows how and why a systematic research design process in the exploratory stage can enhance the value of studies, when the initial qualitative stage is to be followed by a quantitative phase. Three phases of an exploratory qualitative research design process are identifi ed: preparation, development and refi nement. Criteria for assessing the suitability of qualitative data collection techniques are proposed. It is argued that careful attention to the process of designing the initial exploratory qualitative stage constitutes the necessary condition for achieving results that will form a sound basis for the next quantitative sequence of research.a These questions were pre-tested at a large shopping centre in country X. b These questions were used in the fi rst pilot tests at various locations in country X and country Y. 440 P. Mason, M. Augustyn and A. Seakhoa-King
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Purpose This paper aims to explain how improving tourism destination quality could contribute to addressing the UN Sustainable Development Goals (SDGs) at tourism destinations. Design/methodology/approach This paper synthesizes literature on sustainability, the SDGs and tourism destination quality and considers sustainability from the destination quality frame of reference. The approach starts with a critical analysis of principles of sustainability, as embodied in the 17 SDGs in terms of whether they are primarily concerned with “quantity” or “quality.” This is followed by examining potential links between destination quality and the SDGs using results of a recent empirical research on tourism destination quality (TDQ study). Findings This paper reveals that most of the SDGs are largely focused on quantity, while relatively few are concerned primarily with quality. Several TDQ dimensions, specifically “authentic,” “safe,” “well kept,” “affordable,” “novel,” “varied,” “relaxing,” “uncrowded,” “hospitable” and “informative,” and in addition, the holistic perspective of destination quality indicated in the TDQ study, are revealed as having strong links with the SDGs largely because of their concern with quality. This paper therefore proposes a positive relationship between enhancing destination quality and addressing the SDGs at tourism destinations. Research limitations/implications This paper calls for future empirical research to test the theoretical links between destination quality and SDGs established in this paper. Practical implications The use of the proposed framework for managing tourism destination quality and sustainability can help destination managers in enhancing destination quality and the attainment of the SDGs. Originality/value To the best of the authors’ knowledge, this is the first paper that adapts the extant theory on sustainability (represented by the SDGs) by introducing a destination quality frame of reference. The links between tourism destination quality and the SDGs have not been previously investigated. This paper indicates strong relationships between destination quality and several SDGs and thus extends the existing theory on sustainability by introducing the quality improvement perspective.
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