Ethnographic Action Research: A Strategy for Multi-Stakeholder Research and Development Projects

Learning about sustainability in small tourism firms – The case of Sustainable Travel Finland

“…This approach assumes that people who engage in and are committed to the research process are able to develop new skills and capacities, translate research findings into practice and create positive change (Reason & Bradbury, 2008). Although action research has become more common in tourism studies (see e.g., García-Rosell & Hakkarainen, 2019;García-Rosell & Mäkinen, 2013;Jennings, 2018;Merkel Arias & Kieffer, 2022), there is still room for increasing its use as a methodology for generating robust actionable knowledge in tourism and hospitality (O'Leary & Coghlan, 2022). The data in this action research study were collected using participant and non-participant observation and semi-interviews during June 2020 and July 2021.…”