Lost in translation? Cross-language thematic analysis in tourism and hospitality research

Abstract

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.

Planning for Intangible Cultural Heritage in Tourism: Challenges and Implications

“…Thematic Network Analysis, an increasingly widespread tool for qualitative data analysis in tourism and hospitality (Esfehani & Walters 2018), was used. Thematic network analysis involves a number of steps, including familiarization with the raw data, generation of codes, and exploration of themes, followed by analysis of the themes to identify logical relationships and interpretations (Walters, 2016).…”

Identity-based brand differentiation : Brand Identity Prism application in South African banks

“…The data is therefore presented in a format that enables the reader to make sense of how the data was interpreted. The direct quotations demonstrate consistency and transparency during the interpretation and analysis process (Esfehani & Walters, 2018).…”

“…Consequently, research findings were derived at through a triangulation of a qualitative data analysis technique (content analysis), and a qualitative data collection method be considered open sources for public consumption. Themes were predetermined in accordance with BIP dimensions, and a manual thematic analysis method was applied in analysing the banks' brand information contained on these platforms (Park & Park, 2017;Esfehani & Walters, 2018). Because of predetermined codes and themes, only three of the six phases of the thematic analysis steps were applicable, namely:…”

Lost in translation: Reflexive thematic analysis in research with Pacific peoples

“…Due to the fragility of Pacific languages in the face of western influence, coupled with the worldwide dominance of English, reflexive thematic analysis privileges the use of the English language (Enari & Fa'aea, 2020;Fa'aea & Enari, 2021). Our reverting to English-the most used language for disseminating research findings (Esfehani & Walters, 2018)-was a poignant and highly problematic example of this. Our reflexive thematic analysis experiment demonstrated the importance of the researcher being of the same cultural and language background as the participants.…”