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J. L. Braga and M. Dionísio
5 Methodology
The methodology used in the present study was Grounded Theory (GT). It allows for
the generation of theory from data drawn from the substantive area (Glaser 1978).
The GT methods were developed by the groundbreaking work of two American sociologists, Glaser and Strauss, during the 1960s (Glaser and Strauss (2008) [1967]).
This methodology entails a distinctive approach, different from ethnography – which
has been most used in the substantive area of HT. The GT method, unlike ethnography, does not seek description but conceptualization. This methodology also has
the advantage of not being restricted to a unit of analysis, since the categories that
are elicited are generalizable. Therefore, GT enables the development of a theory
grounded in data. Tourism, as a scientific realm, needs its own theories, independent
from those of other areas of knowledge.
The GT method favours the notion of dialogues between equals, instead of a
hierarchical relationship between interviewer and interviewee, seeking to understand
the action in a substantive area from the point of view of the actors involved. The
theory provides an explanation of the owners’ main concern and how it is resolved
and processed. Its continuous resolution is the central variable. The main objective of
the GT researcher is to discover the central variable since it solves the main concern
(Glaser 1978; Braga 2016). This achievement marks the end of the first phase of
analysis.
The investigation process is characterized by a spiral. That is, as an investigator
develops the theory, he can revisit other phases as needed. These techniques are used
to guide the analytical process towards the development, refinement and interrelationship of concepts. Although each technique serves a different purpose, its use is
guided by the emerging theory (Higgins 2006).
The main methodological steps are (Scott 2009; Braga and Scott 2015): identification of the substantive area; collection of data related to the substantive area;
open coding; writing memos throughout the process; selective coding and theoretical sampling, classification of memos and theoretical coding, literature review and
theory writing. The GT process is outlined in Fig. 1.
In the present study we have conducted 53 interviews with manor house owners
and 5 participant observation sessions in four of these places (Braga 2016). Ideally,
we started and conducted a conversation with the respondents with only 3 questions:
Q1 Can you please tell me about your experiences as the owner and host of the
Manor House…?
Q2 How do you feel as a host?
Q3 What else should I know that I did not ask?
Our data collection and analysis effort yielded a combination of theoretical codes
(Glaser 2005). This presentation will consider only one theoretical code, the typology.
J. L. Braga and M. Dionísio
5 Methodology
The methodology used in the present study was Grounded Theory (GT). It allows for
the generation of theory from data drawn from the substantive area (Glaser 1978).
The GT methods were developed by the groundbreaking work of two American sociologists, Glaser and Strauss, during the 1960s (Glaser and Strauss (2008) [1967]).
This methodology entails a distinctive approach, different from ethnography – which
has been most used in the substantive area of HT. The GT method, unlike ethnography, does not seek description but conceptualization. This methodology also has
the advantage of not being restricted to a unit of analysis, since the categories that
are elicited are generalizable. Therefore, GT enables the development of a theory
grounded in data. Tourism, as a scientific realm, needs its own theories, independent
from those of other areas of knowledge.
The GT method favours the notion of dialogues between equals, instead of a
hierarchical relationship between interviewer and interviewee, seeking to understand
the action in a substantive area from the point of view of the actors involved. The
theory provides an explanation of the owners’ main concern and how it is resolved
and processed. Its continuous resolution is the central variable. The main objective of
the GT researcher is to discover the central variable since it solves the main concern
(Glaser 1978; Braga 2016). This achievement marks the end of the first phase of
analysis.
The investigation process is characterized by a spiral. That is, as an investigator
develops the theory, he can revisit other phases as needed. These techniques are used
to guide the analytical process towards the development, refinement and interrelationship of concepts. Although each technique serves a different purpose, its use is
guided by the emerging theory (Higgins 2006).
The main methodological steps are (Scott 2009; Braga and Scott 2015): identification of the substantive area; collection of data related to the substantive area;
open coding; writing memos throughout the process; selective coding and theoretical sampling, classification of memos and theoretical coding, literature review and
theory writing. The GT process is outlined in Fig. 1.
In the present study we have conducted 53 interviews with manor house owners
and 5 participant observation sessions in four of these places (Braga 2016). Ideally,
we started and conducted a conversation with the respondents with only 3 questions:
Q1 Can you please tell me about your experiences as the owner and host of the
Manor House…?
Q2 How do you feel as a host?
Q3 What else should I know that I did not ask?
Our data collection and analysis effort yielded a combination of theoretical codes
(Glaser 2005). This presentation will consider only one theoretical code, the typology.