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Purpose Tourism and hospitality research is frequently cross language in nature; yet, English is the most used language to disseminate research findings. The use of thematic analysis is increasing; yet, critical discussions of the implications of the timing of translation when applying this method are rare. The purpose of this study is to present a model for bilingual researchers undertaking qualitative studies in their mother language who are reliant on their own language skills to translate and overcome language differences, and who are using thematic analysis. Design/methodology/approach Thematic analysis is a six-phase iterative analysis process during which the main themes are identified and a network of related themes is constructed to facilitate the interpretation of the material. The model is illustrated through reference to a research project carried out by the first author on the role and manifestation of intangible cultural heritage in tourism in protected areas in Iran. Findings The model introduces translation as an internal procedure within thematic analysis, situating it between the second and third phases when the codes are being consolidated into basic themes. Translation is viewed as a part of the iterative process of thematic analysis. Originality/value This model is the first to provide bilingual cross-language researchers with a practical and epistemologically, methodologically and ethically sound rationale for the timing of translation when using thematic analysis. While it was developed on a tourism case study, the authors believe it is applicable to research in other disciplines where cross-language qualitative analysis is used.

This empirical article is the first to consider tourism planning for tourism products based on intangible cultural heritage (ICH). It identifies two sets of factors that affect related tourism planning, the accessibility of ICH-based tourism products for visitor market(s), and the perceived appropriateness of ICH for use in tourism. The factors are derived using a qualitative, ethnographic method, implemented in the Qeshm Island Global Geopark in the South of Iran. Theoretical and practical implications address the requirements for tourism planners to extend the tourism planning arena, the integration of planning efforts for tourism and heritage preservation, and the need to involve stakeholders who co-create value from both tourism and heritage preservation perspectives. The impact of the article lies not only in its originality but also in its contributions to the literature on cultural (heritage) tourism as well as tourism planning.

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