Responsible Tourism: An Inductive Approach

Responsible Tourism: An Inductive Approach – CASE STUDY

Research Methods
Instructions:
1. Read and analyze the article: “Responsible Tourism: An Inductive Approach”
2. You should check if the writer followed or covered the important points of “Research Methods”
3. Given the outline below: You should mention what the author covered in the article.
4. You are required to provide detailed answers that explain the key terms.
Outline
1. Abstract
a. The Idea – (What is the main idea in the article)
b. Question – (What are the questions stated in the article)
c. Aims – (What is the aim idea in the article)
d. Brief Discussion about the Result
e. Keywords– based on the article
2. Introduction – all information should be based on the article
a. Reason for selecting the topic – reasons why the author selected the topic
b. Feasible and Worthwhile
c. Statement of the Problem
d. Research Objectives
e. The significance of the Study
f. Research Onion
3. Literature Review – find 2 related literature(from academic journals) for variable 1 and variable 2
a. Review Type
b. Critique Approach
c. Research Idea Parameters
d. Discuss Variable 1
e. Discuss Variable 2
a. Debate(Variable that you initially Agree)
4. Research Methodology – all information should be based on the article
a. Methodological Choice
b. Research Strategy
c. Primary question
d. Secondary questions
e. Research philosophy
f. Research design
g. Research approach
5. Conclusion
a. My opinion and Summary with evidence (agree or disagree)

Learning Outcomes :
Determine how research methods, techniques and skills can be used to address particular research questions .
This is an exercise on How to do an article and Literature Review.
Description
In-Class research activity focuses on assessing students’ ability to explore research topics/interests, refining research ideas, generating research questions, critically reviewing the literature, research philosophies, and formulating a research design.

Requirements
Referring to the research article titled “Responsible Tourism: An Inductive Approach”, you are required to discuss the process of research by illustrating:
1. How the researcher identified the research topic, and later generated the research question
2. How the researcher emphasized the importance of the topic and highlighted the aims of the study
3. How the researcher critically reviewed the relevant literature
4. The research philosophy used by the researcher

CASE

Responsible Tourism: An Inductive Approach

41 INTEGRATION & DISSEMINATION
Responsible Tourism: An Inductive Approach
Ramachandran, S
Department of Hospitality and Recreation
Faculty of Economics and Management
Universiti Putra Malaysia
E-mail: sridar@econ.upm.edu.my
Introduction
Role of tourism in generating economic growth is inevitable. The tourism industry’s challenge is to manage
resources in a responsible manner. Sustainability of tourism especially in developing countries fears the
rich getting richer and the poor neglected. This socio-economic gap if not addressed will cost political,
economical and social unrest to a nation. The purpose of this research is to establish pragmatic processes
and techniques in responsibly managing tourism activities.
Two contrasting models (United Nations, 2003) are used in studying responsible tourism. The frst
being the market force and government allocation in distributing tourism income; and the second – a pro
poor tourism (Torres, 2004) approach that generates net beneft for the poor, aims to unlock opportunities
for economic gain, improve the livelihood of local community and last but not least incorporate community
decision making (Reed, 1997) in tourism planning. The pro poor approach is adopted for the purpose of
this research as responsible tourism practice is captured in a holistic manner through the involvement of
various stakeholders in the tourism system.
The scope of this research is to provide public, private, communities and stakeholders useful information
that will assist to achieve best practices in responsible tourism.
The Study Site
Taman Negara is 130 million years old covering the states of Pahang, Kelantan and Terengganu. Richness
in biodiversity includes 14000 species of flora, 200 species of mammals, 300 species of birds. Natural
geological landscape of this park includes the highest mountain in the region (Mount Tahan- 2186 metres)
that requires an adventurous 7 day journey. There are numerous caves around the park. The popular cave,
Gua Telinga (Ear shaped cave) being home to thousands of round leaf bats, giant toads, whip spiders and
cave racer snakes. Few caves like Cave Bewah and Cave Taat is believed to be in existence since the Neolithic
(4000 B.C.) Era. Taman Negara’s rivers like Dayang, Wa, Tabing, Tembeling and Tahan are home to many
aquatic fauna especially to the protected species of Kelah fsh.
AbSTrAcT
The purpose of this study is to determine responsible tourism indicators. An inductive
approach is used to achieve this objective. This paper adapts the 4-phase research
process of design principle, data elicitation, data analysis and knowledge interest.
The empirical assessment is undertaken at Taman Negara (National Park), Malaysia.
In-depth interviews were carried out to capture the indicators for responsible tourism
from a stakeholder’s perspective. Four broad categories out of the 68 stakeholders who
participated in this survey include local community, domestic tourists, international
tourists and policy makers. Political, ecological, social, economic, technological and
cultural are the six dimensions used as a topic guide during the in-depth interviews. The
fndings of this paper discuss the underlying meaning of responsible tourism indicators
from various stakeholders’ perspective.
Keywords: Responsible Tourism, Indicators, Inductive Approach
Any remaining errors or omissions rest solely with the author(s) of this paper.INTEGRATION & DISSEMINATION 42
The built environment provided as facilities for nature lovers are the canopy walk way, high-hide, jeep
track and accommodation. The canopy walk way is the longest in the world, spanning 430 metres long
and 40 metres of the ground. Due to the nocturnal nature of many mammals, the 6 high-hides (Bumbun
in local language) are built at strategic location to catch the glimpse of the nocturnal wildlife that includes
Tiger, Samabar dear, wild boar and Sumateran Rhinocerous. Variuos range of accommodation is provided
at Taman Negara that includes campsites, jungle lodge, chalets, hostel and resorts.
Taman Negara is governed by the Federal Government under the banner of Department of Wildlife and
National Parks (PERHILITAN). This agency reports to thef Malaysian Ministry of Natural Resources and
Environment. PERHILITAN’s role is to manage, protect, and preserve wildlife and national parks in Peninsular
Malaysia.
Boasting rich biodiversity with reasonable support facilities, Taman Negara is a popular ecotourism
destination for both domestic and international tourists. Taman Negara was chosen for this study as it
has been one of the most established natural resources that has proven to be a successful ecotourism
destination for Malaysia.
Methodology
Four dimensions (Figure 1) in social research drawn from the work of Bauer (2000) is utilised in this
research.
Design Principles
This is an exploratory study in understanding people and their environment. The study envisages in
understanding the governing pattern of various stakeholders, to probe into the depth of their thoughts,
and to churn the data that is grounded in the feld. The design principle of this study is drawn from the
ontology and epistemology of the interpretivist phenomenology. Hence, the design principle believes that
the data is grounded. An inductive approach in search of knowledge is adapted simply because the aim is
to probe the depth of the meaning as opposed to the deductive approach which focuses on the breadth
of the knowledge. Hence this piece of research has to be treated as a theory building exercise as compared
to a theory testing exercise.
Data Elicitation
Having adapted the above design principle, individual depth (in-depth) interview technique has been the
preferred choice for data elicitation. Data elicitation means drawing out data from the feld.
The philosophical position held for this study is as mentioned by Gaskell (2000):
The preparation, planning and respondent selection phases are as suggested by Gaskell (2000):
Design principles Data elicitation Data analysis Knowledge interest
Figure 1. Four dimensions in social research
“…..the assumption that the social world is not an unproblematic given: it is actively
constructed by people in their everyday life, but not under conditions of their own
making……… Hence the qualitative interview provides the basic data for the
development of an understanding of the relations between social actors and their
situations.”43 INTEGRATION & DISSEMINATION
The preparation stage will frst have to answer two questions:
1) What to ask (the specifcation of topic guide)?
2) Who should I select as respondents?
Topic Guide
The purpose of this topic guide is to achieve the aims of this research. Topic guide as it says, is not a
structured regime that the interviewer has to comply by, but it is to facilitate the direction of the interview
especially when the interviewer is lost for words. Also the topic guide will tailor the conversation towards
reaching the aim of the research. The topic guide not only assists the interviewing process but also acts as
an initial thematic scheme for the analysis of transcripts. Hence, the topic guide will be used in a flexible
manner to accommodate the nature of the interviewee as well as the environment the interview is carried
out. Regardless who the respondents are, the following themes will be included in the topic guide:
1) Role, background and history of their organisation and themselves in relation to tourism. This
questioning type can be considered as descriptive (Spradley 1979; Taylor & Bogadan 1984) and used to
begin an interview. The reason for this type of questioning is to make the interviewee feel comfortable
(non-threatening) and allows them to talk about themselves and their experience.
2) Interviewees’ opinion on the strength, weaknesses, opportunities and threats (SWOT) of
Responsible Tourism. The purpose of opinion/value based (Patton, 1980) questioning is to understand
the cognitive and interpretive process of the interviewee. This mainly allows me to understand what
the interviewer thinks about issues, events and experience surrounding the Responsible Tourism
phenomena. Depending on the interviewing environment the SWOT theme will be tackled from a
feeling and knowledge (Patton, 1980) based questioning approach. The feelings based questioning
(what do you feel of ……SWOT) revealed the emotional responses of the interviewees. On the other
hand the knowledge (what would you know of ……. SWOT) based questioning revealed the factual
evidence.
3) Is ‘Responsible Tourism’ an appropriate/successful tourism practice in Malaysia? This is a probing
question (Minichiello, 1991) and is asked to elicit information more comprehensively as compared to
the introductory question. This type of questioning gives the interviewer in-depth understanding of
the subject matter as compared to make assumptions from the more general introductory questions.
4) Some neighbouring countries (i.e. Thailand) have a sound ‘Responsible Tourism’ practice than
Malaysia in the Far East region. Do you agree to this statement and what are your reasons? This
questioning approach – the Devil’s Advocate Question (Schatzman and Staruss, 1973) should be asked
only if a good rapport has been established between the interlocutors. The benefts of this type of
question further strengthens and clarify the earlier statements made by the interviewees. These are
more aggressive and provoking questions; thus should be handled with care to avoid discomfort
between the interlocutors.
5) This topic guide as mentioned earlier has no hard and fast rule to it. It is merely to facilitate and give
guidance in the data elicitation process. Hence, the interviewing environment will actually determine
the flow of interview.
Respondent Selection
The challenging task in the data elicitation stage as compared to developing the topic guide is the selection
of respondents. The word selection is preferred as compared to the word sampling in the context of this
study. The reason being the scope of this study is not to collect representative samples but to identify links
and to understand people’s (actors/players) decision-making process with regards ‘Responsible Tourism’.INTEGRATION & DISSEMINATION 44
The purpose of this in-depth interview is not to count number of opinions but to understand the meanings
of the range of opinions, representations and issues with regards to ‘ Responsible Tourism’. Therefore to
claim of a specifc approach in selecting the respondents would be inappropriate. Due to the nature of this
study what is more essential is the detailed procedure and choices made to select these respondents.
Snowballing (Cooper and Schindler, 1998) and theoretical sampling (Minichiello, 1991) are the
combined selection procedures that will be used in carrying out this research. Snowball sampling means
the researcher through a referral network knows the respondent. Gaining information from the frst
respondent, gaps can be identifed to whom to speak next (or to which agency/department/organisation).
This is when theoretical sampling will be used. The nature of this study does not determine the number
of respondents to be question in the initial design phase. Theoretical sampling plays two roles: frst
identifying the information gap to look for the following respondent. Secondly, theoretical sampling assists
to determine the fnal respondent. This means the information gaps are flled and the research comes to a
point of saturation. This is how the 68 number of respondents were fnalised.
Data Analysis
Data analysis follows data elicitation, and the broad aim of data analysis is to look for meanings of the
study subject. A large text corpus being the outcome of the data elicitation is analysed using discourse
analysis. Discourse can mean speech, lecture, sermon, treaties and conversation and in the case of this
study is the dialogue (in-depth interview) between two interlocutors (interviewer and interviewee) at a
time. Discourse analysis is derived from various roots or disciplines. There are at least 57 varieties (Gill,
2000) of discourse analysis and of these different theoretical traditions and diverse disciplinary locations;
linguistics (Fowler et al.,1979; Fairclough, 1989) and philosophy (Fogelin, 1980; Bloor, 1983; Stroll, 2002) are
seen to have contributed the most to discourse analyses. The common acceptance for all these variation is
that discourse analysis is a particular way of talking about and understanding the world (or an aspect of the
world) (Phillips & Jorgensen, 2002).
Findings
Findings of this study is derived from four broad categories of respondent groups namely, the local
community, domestic tourists, international tourists and decision makers. Five emergent themes of this
discourse include socio-culture, economy, ecology, technology and politics. Major fndings of the four
respondent groups are presented as Table 1, Table 2, Table 3 and Table 4. The detail discussion of each
group is as discussed below.
Perception of Local community
The local perceive the orang asli (native) community has gone through changes due to the tourism activities.
Preference to be alone, plenty of hard work and modernization are some of the changes observed. However,
other respondents perceive that tourism intervention has not deterred in practicing their traditional lifestyle
like hunting, gathering and farming. The clothing sense of the native is similar to the locals which is a sign of
modernisation. Ancestral worshiping and animism remains core to their belief system though conversion
to Islam, Christianity and Bahai is evident.
Some locals believe that tourism has cause negative impact on culture losing their humble and hospitable
nature. Vandalism is evident though not extensive. The native and local have good communications. Locals
fnd international tourists tyo be very courteous and respectable. However, some locals are concerned that
the younger generation has started to behave like the tourists they mingled with resulting in deterioration
in culture and values.
Locals agree that from an economic perspective, tourism has created more benefts than loss. Increase
in disposable income, reduction in poverty and unemployment are major factors highlighted by the local
community. Opportunities to become entrepreneurs as well as to participate in activities involving MNCc
bringing in foreign direct investment are apparent since the intervention of tourism activities.45 INTEGRATION & DISSEMINATION
DIScOUrSE WITH INTErNATIONAL TOUrISTS
Socio-Culture Orang Asli’s lifestyle is peaceful and one with nature. Orang Asli remain as one of the
major tourist attraction. Modernisation influence on local community is evident.
Although some problem with regards to communication but able to adapt.
Economy Ability to operate own business. Provides job opportunity like boatmen and tourist
guide.
Ecology Littering is evident. However overall environment looks natural with sustainable
development. River appears polluted.
Technology Good platform to promote Taman Negara. Some nature lovers feel that ICT may
not be of importance as the motivation to travel to a remote destination is to be
away from all development.
Politics Local involvement in planning and development appears to be indirect.
Government intervention to maintain Taman Negara in a pristine state is very
much needed. More participation of NGOs is encouraged.
The locals observed high level of environmental awareness amongst international tourist as opposed to
domestic tourists. In order to safeguard the uniqueness of Taman Negara, the locals believe that no further
unnecessary development should occur. Present development is viewed to be environmentally friendly.
Telephone and internet access are the two main technological components that the locals truly appreciated.
The technology besides providing them access to the outside world for knowledge enhancement also acts
as a business platform for those interested in setting up small business like Cyber-café.
Locals agree that they have been involved in collaborative decision-making especially to the issues relating
to the livelihood of the community. Locals’ welcome NGO participation as their welfare is protected through
awareness creation programmes organized by NGOs.
Perception of Domestic Tourists
The Domestic tourists are aware of the existence of Orang Asli in Taman Negara. This group perceives the
natives as fnding food from the forest, jungle tracking and in short living and surviving in a traditional way
of life. However, some domestic tourist fnd it difcult to differentiate between the natives and the local as
modernization has made them look alike.
Domestic tourists fnd the local community helpful, humble and courteous. With exception to some
rare carving on trees, the domestic tourist feel the level of vandalism is low. Communication problem hardly
arise as the exposure to foreign tourist have assisted the locals to communicate in English. However, the
domestic tourists were quick to point that some aspects of modernization could be detrimental to the local
culture and lifestyle.
The domestic tourists perceive that most job opportunities are generated due to tourism activities. Job
opportunities couple with better income has positively reduced poverty and unemployment. This group
of respondent also feels that opportunities are scarce and further development is required. The domestic
tourist observed the potential of entrepreneurial activities that are available for the locals.
Table 1: Perception of local communityINTEGRATION & DISSEMINATION 46
The domestic tourists fnd the environment to be in pristine and in clean state. They fnd though not much
pollution; the littering issue could be improved. The domestic tourist also observed that the quality of
water, trails and other facilities are maintained.
On the technology front, the domestic tourists note positive points especially on the availability of
internet and telephone that allows the locals to interact with the global society. Some fnd the coverage of
mobile telecommunication can be improved.
On a political note, the domestic tourists perceive good relations between the locals and the governing
agencies. Emphasis on increased NGO participation is suggested. They deduce that the governing agency
have included various stakeholders in decision-making. The emphasis on collaborative management was
highlighted on several occasions.
Perception of International Tourists
The international tourists would like to see the natives in their natural environment as oppose to a
captive or programmed environment. Their argument is that Taman Negara is not a zoo but a national
park whereby the habitats should live their natural lives. However, they acknowledge that the existence of
natives defnitely is an attraction in itself to visit Taman Negara. The international tourists have also noted
that the natives live a traditional lifestyle which they were pleased to witness.
The international tourists realize that modernization has influenced the lifestyle of the local community.
They don’t fnd much barrier in communications even though not everyone could speak English. The
international tourists have heaped praise on the local community for their hospitality and courteousness.
On the economic front, self owned job opportunities, income generated through tourism activities,
creation of job opportunities through operators including tour guides and boatmen and higher disposable
income are some of the factors observed by the international tourists.
The environment is perceived to be natural and conserved. Development is viewed to be under control.
They perceive pollution to be very low, although they fnd the rivers to be a little dirty. Littering was
highlighted as an issue to be addressed. If the environment is kept at a level that can provide satisfaction,
the tourists are willing to pay for the conservation effort. Another positive point noted is that Taman Negara
is not crowded.
DIScOUrSE WITH DOMESTIc TOUrISTS
Socio-Culture Knowledge of Orang Asli exists. However, assumes that development has
contributed to the modernisation of the native community. Hence unable to
differentiate between locals and natives.
Economy Most job created through tourism activities. Main economic source for local
community. Better infrastructure development. Less poverty and unemployment.
Entrepreneurial opportunities plenty.
Ecology Clean air and pristine environment. Development appears to be moderate.
Willing to pay if services are satisfactory. Water pollution visible.
Technology Technology enables locals to interact with the global community. Technology as
a learning platform for local community.
Politics Relationship between community and governing agencies appears to be
good. More NGO involvement required. Collaborative management between
stakeholders’ required for sustainable ecotourism development and planning.
Table 2: Perception of domestic tourists47 INTEGRATION & DISSEMINATION
The international tourists view the technological component as a excellent platform to promote
Taman Negara to the global society. Telephone appears to be common in the National Park. However, a
few hardcore nature lovers who want to escape from development disagree with the extensive availability
of communication facilities as it defeats the purpose of going back to nature. Nevertheless, majority of the
respondents enjoyed the internet facilities as they could communicate with their friends and family.
The international tourists feel that the local community’s involvement in decision making is rather
indirect. Even though the relationship between the governing agencies and other stakeholders appears
to be in harmony, the international tourists expect more active participation from the local community. It
is also noted for more entrepreneurial opportunities to be created. Awareness campaigns by NGOs to be
done on a more frequent time frame. As well as a major role for the governing agency to ensure that the
National Park is conserved for perpetuity.
Perception of Decision Makers
The decision makers perceive the natives as leading a nomadic lifestyle. Natives are also considered as an
ecotourism product. However, the decision makers on a precautionary note stated that the involvement
of natives should be to perform their cultural practices to create awareness amongst the visitors without
being exploited by certain selfsh parties. The relationship between native and the governing agency is in
harmony as there are natives employed in the agency.
The decision makers feel that the locals are becoming less friendly as they fnd their privacy invaded.
Locals do not fnd Taman Negara as tranquil as it used to be. The negative implications of tourism activity
on the values of the community include involvement in drugs, drinking alcoholic beverage and theft. The
locals fnd the development is too extensive making the society feeling uncomfortable.
Job opportunities are in abundance especially in the food and beverage, transportation and guiding
areas. Prior to tourism the locals were dependent on agriculture for their livelihood. The intervention of
tourism has brought in many positive outcomes from an economic perspective to the local community.
Relatively low levels of unemployment and poverty are indicators that the local economy has benefted
from the tourism sector. Not only are there entrepreneurial and private job opportunities, but it is evident
that the local community have been provided with opportunities to join the public service that at present
account to approximately 100 local employees.
INDIcATOrS DIScOUrSE WITH LOcAL cOMMUNITES
Socio-Culture Positive impacts include good communication, acceptance of tourists and
tourism activities. Negative impacts include vandalism, less hospitable,
deterioration in moral values.
Economy Positive impacts include higher earnings, better job opportunities, and
potential for SMEs, Foreign Direct Investment via international hotel chains
creating job opportunities. Reduced unemployment and poverty.
Ecology International tourist more sensitive towards environmental conservation.
Present development sufces as further development may cause negative
impact.
Technology Telecommunications like telephone, internet facilities are available. Local
community provided with technology based small business like Cyber-cafe .
Politics Community-participation in decision-making is evident. Governance of
Taman Negara emphasises the welfare of local community.
Table 3: Perception of international touristsINTEGRATION & DISSEMINATION 48
DIScOUrSE WITH DEcISION MAKErS
Socio-Culture Natives are nomads practicing animism. Natives are tourism product. Locals are
becoming less friendly. Native welfare matters are ignored.
Economy Excellent job opportunity. Low unemployment rate. Poverty level low. Approximately
100 members of the local community working for the governing agency. To curb
leakage, economic activities are prioritized for the local communities.
Ecology Development should be controlled. Local not appreciative on a clean environment.
Decrease in the quality of air and water.
Technology Assist efcient management. Potential to expose community to socially ill activities
Politics Stakeholder relationship in harmony except for the resort owners as they are alien to
the local economy. Role of NGO is not prominent. In general the local abide by legal
matters.
On the ecological front, the advice is to control development and conserve environment. Extensive
development will cause crowding, pollution and eventually causing Taman Negara to lose its charm. Locals
do not seem to be appreciative about the cleanliness of environment that results in littering and other
uncalled for pollution. Consequently the deterioration of water and air quality is visible through these
irresponsible actions by the locals.
Technology has provided many positives to Taman Negara especially in its promotional activities, as
well as providing business opportunities. However, technology has also introduced socially ill activities to
the local community.
On the political, governance and legal front, the locals are not active participants, especially in politics.
In general the locals abide by the legal system in place. Relationship with the governing body is found to
be good. However, the role of NGO needs to increase and improve as it appears to be less prominent at
present. Overall stakeholder relationship is in peaceful state, maybe with the exception of resort operators
as they are seen as invaders of the local economy.
Knowledge Interest – Study Potential
The purpose of this exercise is theory building. This can be achieved due the nature of in-depth interview and
discourse analysis. The outcome of this study should be viewed as an exploratory process in understanding
“Responsible Tourism”.
Successful planning and development of responsible tourism provides benefts to stakeholders within the
tourism system. This includes:
• Enhancing a country’s image as a tourism destination
• Improving the livelihood of local communities
• Stimulating sustainable economic growth
• Increasing investment potentials
• Creating business opportunities
This study will beneft stakeholders within the responsible tourism framework. The broad community
that will utilise the fndings of this research includes residents of host communities, natives, industry
experts, governmental planners, policy makers, corporate sectors, academicians and non-governmental
organisations.
Table 4: Perception of decision makers49 INTEGRATION & DISSEMINATION
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