Lesson 1: Introduction to Research in Tourism and Hospitality

**UNIT 1: INTRODUCTION TO RESEARCH AND RESEARCH ETHICS** **LESSON 1: INTRODUCTION TO RESEARCH** Lesson Objectives: - Define research and understand its importance in tourism and hospitality. - Identify different types of research and their applications. - Understand the steps involved...

**UNIT 1: INTRODUCTION TO RESEARCH AND RESEARCH ETHICS** **LESSON 1: INTRODUCTION TO RESEARCH** Lesson Objectives: - Define research and understand its importance in tourism and hospitality. - Identify different types of research and their applications. - Understand the steps involved in the research process. - Recognize the ethical considerations in research design and data collection. - Apply ethical principles to real-world research scenarios. **What is Research?** **Research** is a *systematic and rigorous process of inquiry* that aims to discover and expand knowledge about a specific topic or phenomenon. It involves a structured approach to gathering, analyzing, and interpreting data to answer questions, test hypotheses, and develop new insights. **Key Characteristics of Research** 1. Systematic: Research follows a pre-defined plan and methodology. It\'s not haphazard exploration. 2. Rigorous: Research involves careful data collection, analysis, and interpretation. It aims for accuracy and reliability. 3. Objective: Research strives for unbiased and impartial findings. Personal biases are minimized. 4. Evidence-based: Research relies on data and evidence to support its conclusions. 5. Reproducible: Research should be conducted in a way that allows others to replicate the study and verify the findings. **Why Research is Important?** Research is the cornerstone of progress and understanding in every facet of human endeavor. It\'s the engine that drives innovation, fuels critical thinking, and helps us make informed decisions. *Here\'s why research is essential:* **1. Expanding Knowledge and Understanding** At its core, research is about exploring the unknown, pushing the boundaries of what we know, and deepening our understanding of the world around us. It allows us to uncover new insights, challenge existing assumptions, and develop more comprehensive and accurate knowledge. *Example: Research on climate change has provided crucial evidence of the human impact on the environment, leading to a greater understanding of the challenges we face and the urgent need for action.* **2. Solving Problems and Finding Solutions** Research plays a vital role in addressing real-world problems and finding practical solutions. By investigating issues, identifying causes, and testing potential solutions, research helps us develop effective strategies to improve our lives and solve pressing challenges. *Example: Research on cancer treatments has led to the development of new therapies and drugs, improving survival rates and enhancing the quality of life for patients.* **3. Improving Decision-Making** Research provides us with data, evidence, and insights that inform our decision-making. By analyzing data and evaluating different options, research helps us make more informed, rational, and effective choices. *Example: Research on consumer behavior can help businesses understand customer preferences and develop more effective marketing strategies.* 4**. Advancing Innovation and Technology** Research is the driving force behind technological advancements and innovation. From developing new medicines to creating groundbreaking technologies, research fuels creativity and pushes the boundaries of what\'s possible. *Example: Research on artificial intelligence has led to the development of powerful new tools and applications that are transforming various industries.* **5. Fostering Critical Thinking and Analytical Skills** Research encourages critical thinking and analytical skills. It involves questioning assumptions, evaluating evidence, and drawing logical conclusions. These skills are essential not only for academic pursuits but also for personal and professional development. *Example: Research projects in school help students develop critical thinking skills, learn to analyze information, and formulate arguments.* **6. Shaping Public Policy and Social Change** Research provides valuable information and insights that inform public policy and social change. By understanding the root causes of social problems and evaluating the effectiveness of different interventions, research can help shape policies that improve society as a whole. *Example: Research on poverty has helped shape policies aimed at reducing inequality and improving the lives of those living in poverty.* 7\. **Encouraging Curiosity and Lifelong Learning** Research fosters a sense of curiosity and a thirst for knowledge. It encourages us to ask questions, explore new ideas, and engage in lifelong learning. These qualities are essential for personal growth and intellectual fulfillment. *Example: Engaging in research projects can spark a passion for learning and encourage individuals to pursue their intellectual interests.* 8\. **Contributing to the Advancement of Humanity** Ultimately, research contributes to the advancement of humanity. It helps us understand ourselves and our place in the world, solve complex challenges, and build a better future for generations to come. *Example: Research on sustainable energy solutions is crucial for addressing climate change and creating a more sustainable future.* **The Difference Between Research, Casual Observation, Opinion, and Research** Category Description Example -------------------- ------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- Casual Observation A subjective and informal process of noticing something without a structured approach. Noticing that more people seem to be wearing blue shirts on a particular day. Opinion A personal belief or judgment based on limited information or experience. I think the new coffee shop is overpriced. Research A systematic and rigorous process of inquiry that involves gathering, analyzing, and interpreting data to support conclusions Conducting a survey to determine customer satisfaction with a new coffee shop, analyzing the results, and drawing conclusions based on the data. In essence: *Casual observation* is simply noticing something. *Opinion* is a personal belief without necessarily being backed by evidence. *Research* is a structured and systematic process of gathering evidence to support or refute a claim. **Importance of Distinguishing Between Research and Other Forms of Inquiry** It\'s crucial to distinguish between research and other forms of inquiry to avoid drawing conclusions based on incomplete or biased information. Research provides a more reliable and objective foundation for making informed decisions and gaining a deeper understanding of the world. In a nutshell, research is about going beyond casual observation and personal opinions to uncover the truth through a structured and rigorous process of inquiry. **TYPES OF RESEARCH** 1\. **Fundamental Research** Also known as *basic research,* this type focuses on expanding knowledge and understanding of a phenomenon or theory. It aims to explore the underlying principles and mechanisms without immediate practical applications in mind. *Example: A study investigating the psychological factors that influence customer loyalty to a brand. This research would seek to understand the underlying motivations and processes driving customer behavior without necessarily aiming to improve customer loyalty in a specific company.* **2. Applied Research** This type focuses on solving practical problems or addressing specific challenges in the real world. It aims to find solutions, improve existing processes, or develop new technologies based on existing knowledge. *Example: A study examining the effectiveness of different customer service strategies in improving customer satisfaction for a particular airline.* This research would aim to identify practical solutions to enhance customer experience and potentially increase customer retention. **3. Qualitative Research** This approach focuses on gathering non-numerical data, such as words, images, or observations, to understand the meaning and experiences of individuals. It explores in-depth insights, perspectives, and interpretations. *Example: Conducting in-depth interviews with tourists to understand their motivations for choosing a particular destination and their experiences during their trip.* This research would provide rich qualitative data on the subjective aspects of tourism experiences. **4. Quantitative Research** This approach focuses on collecting numerical data that can be statistically analyzed. It aims to measure, quantify, and test hypotheses using objective data. *Example: Conducting a survey to measure customer satisfaction with a new product using a Likert scale to quantify levels of satisfaction.* This research would provide quantifiable data on customer perceptions and preferences. **RESEARCH DESIGNS: EXPLORING SPECIFIC APPROACHES** Beyond these broad categories, research can be further categorized based on its design and specific objectives. Here are some common research designs: 1. **Descriptive Research:** Aims to describe a phenomenon or population in detail, often through surveys, observations, or case studies. Example: A study describing the demographics and travel preferences of visitors to a national park. This research would provide a detailed picture of the visitor profile and their interests. 2. **Correlational Research:** Explores the relationships between two or more variables without determining cause and effect. Example: A study examining the correlation between customer satisfaction and brand loyalty. This research would identify if there is a statistical relationship between these variables but not necessarily prove that one causes the other. 3. **Experimental Research:** Manipulates variables to test hypotheses and establish cause-and-effect relationships. Example: A study testing the impact of different marketing campaigns on customer purchase behavior. This research would involve manipulating marketing messages and measuring their effects on customer actions. 4. **Exploratory Research**: Aims to explore a new or under-researched topic, often through focus groups, interviews, or literature reviews. Example: A study exploring the emerging trends in sustainable tourism practices in developing countries. This research would identify key themes and areas for further investigation. 5. **Ethnographic Research:** Focuses on understanding a particular culture or social group through immersion and observation. Example: An ethnographic study of the local community\'s perceptions of tourism development in a coastal town. This research would provide insights into the social and cultural impacts of tourism on the local population. 6. **Historical Research:** Examines past events and documents to understand the development of a phenomenon or theory. Example: A historical research project analyzing the evolution of customer service practices in the airline industry. This research would provide a historical perspective on the changing landscape of customer service and its impact on customer satisfaction. 7. **Phenomenological Research:** Aims to understand the lived experiences of individuals and their subjective interpretations of events. Example: A phenomenological study of the experiences of travelers who have visited a particular destination. This research would explore the subjective meanings and interpretations of travel experiences. 8. **Grounded Theory Research:** Develops theories based on data collected through interviews, observations, or other qualitative methods. Example: A grounded theory study exploring the factors that influence customer satisfaction in online retail. This research would identify key themes and develop a theoretical framework based on the collected data. **Sample Studies: Applying Research to Real-World Issues** Here are some examples of sample studies that demonstrate the application of different research types to customer satisfaction, destination marketing, and sustainability practices: **Customer Satisfaction:** Quantitative Study: A survey of 1000 customers of a retail chain using a 5-point Likert scale to measure satisfaction with product quality, customer service, and store environment. This study would provide quantifiable data on customer perceptions and identify areas for improvement. () Qualitative Study: In-depth interviews with 20 customers of a restaurant to understand their experiences, expectations, and suggestions for improvement. This study would provide rich qualitative data on the subjective aspects of customer experience. () **Destination Marketing:** Descriptive Study: A study describing the demographics, travel preferences, and spending patterns of visitors to a specific tourist destination. This research would provide a detailed profile of the visitor market and inform marketing strategies. () Experimental Study: A study testing the effectiveness of different marketing campaigns in promoting a new tourist attraction to different target audiences. This research would involve manipulating marketing messages and measuring their impact on visitor interest. () **Sustainability Practices:** Correlational Study: A study examining the relationship between a company\'s sustainability practices and its financial performance. This research would identify if there is a statistical relationship between sustainability and profitability. () Ethnographic Study: An ethnographic study of a community\'s perceptions and practices related to sustainable tourism development. This research would provide insights into the social and cultural dimensions of sustainability in tourism. () **The Importance of Choosing the Right Research Approach** Understanding the different types of research is crucial for conducting meaningful and impactful studies. The choice of research approach should be guided by the specific research question, the available resources, and the desired outcomes. By carefully considering the strengths and limitations of each research type, researchers can select the most appropriate methodology to address their research objectives and contribute to the advancement of knowledge in their respective fields. **THEORIES AND FRAMEWORKS** **THEORY** - **Theory** "Is a statement of relations among concepts within set of boundary assumptions and concerns". - This means that theories are statements that relate different ideas limited by certain boundaries and issues, which govern them. - Theories are often constructed to explain, predict, and maser different phenomena. - It helps the researcher in mastering and developing his or her claim toward a certain problem. A theory makes generalizations about observations and consists of an interrelated coherent set of ideas and models. **What theories are not?** 1\. References are not theories. References are sources of information that support a theory, but they are not theories themselves. A theory requires a comprehensive explanation of a phenomenon based on evidence and observation. References provide the foundation for building a theory, but they do not constitute a theory in themselves. 2\. Data are not theories. Data represent observations or measurements collected during research. They are the raw materials used to develop theories, but they are not theories themselves. Theories aim to explain patterns and relationships observed in data, while data simply represent the information gathered. 3\. List of variables or constructs are not theories. Variables and constructs are elements or factors that are investigated within a theory. They are the building blocks of a theory, but they do not constitute a theory in themselves. A theory must provide a coherent explanation of how these variables or constructs interact and influence the phenomenon under study. 4\. Diagrams are not theories. Diagrams can be useful tools for visualizing and representing theoretical concepts. They can help illustrate relationships between variables, processes, or components of a theory. However, diagrams themselves do not constitute a theory. A theory requires a comprehensive explanation, not just a visual representation. 5\. Hypotheses are not theories. Hypotheses are testable predictions or assumptions derived from a theory. They are specific statements that can be tested through research. A theory is a broader explanation that encompasses multiple hypotheses and provides a framework for understanding a phenomenon. **What are theories?** The provided statements offer insightful metaphors for understanding the nature and function of theories: A paradigm refers to a dominant framework or set of assumptions that shape how a particular field of study approaches its subject matter. Theories act as paradigms by providing a fundamental structure and guiding principles for understanding a phenomenon. They establish the core concepts, assumptions, and methods used to investigate a particular area of knowledge.  For example, in physics, the theory of relativity serves as a paradigm that guides research and understanding of gravity, space, and time. It defines the fundamental principles and equations used to study these concepts. Similarly, in psychology, the theory of cognitive development provides a paradigm for understanding how children\'s thinking and reasoning abilities evolve over time.  **2. Theories as a Lens** A lens focuses our attention and shapes our perception of the world. Theories function as lenses by providing a specific perspective or framework for interpreting and analyzing data. They help us to see patterns, relationships, and insights that might otherwise be overlooked.  For example, a sociologist might use the theory of social stratification to analyze patterns of inequality in a society. This theory provides a lens through which they can examine the distribution of resources, power, and prestige within a social system. Similarly, a biologist might use the theory of evolution to understand the diversity of life on Earth. This theory provides a lens for interpreting evidence of adaptation, natural selection, and the interconnectedness of living organisms.  **3. Theories as New Knowledge** **In developing a theory, it is important to identify the different essential elementss that form part of its crafting.** 1. **What** This refers to the concepts or constructs that are central to the theory. It defines the key elements, variables, or phenomena that the theory aims to explain. Example: In a theory of social influence, the \"what\" might include concepts like conformity, obedience, persuasion, and social norms. 2. **How** This addresses the mechanisms or processes that explain how the concepts interact and influence each other. It describes the causal relationships, pathways, or dynamics that underpin the theory. Example: Continuing with the social influence theory, the \"how\" might explain how conformity to social norms can lead to obedience to authority figures, or how persuasion techniques can influence individuals\' attitudes and behaviors. 3. **Why** This delves into the underlying reasons or motivations for the observed phenomena. It explores the deeper explanations for why the concepts interact in a specific way and the potential consequences of those interactions. Example: In the social influence theory, the \"why\" might explore the psychological needs that drive individuals to conform to social norms, or the social and cultural factors that shape the effectiveness of persuasion techniques. 4. **Who, Where, and When:** These elements address the contextual factors that influence the theory\'s applicability. They define the specific groups, settings, or time periods where the theory is most likely to hold true. Example: The social influence theory might be more applicable to young adults in urban settings than to older adults in rural areas. The theory\'s effectiveness might also vary depending on the historical context and the prevailing social norms of a particular time period. *In addition to these core elements, theory development often involves:* **Assumptions-**Underlying beliefs or propositions that are taken for granted within the theory. **Propositions-**Specific statements that link concepts and explain their relationships. **Logic-**The underlying reasoning and structure that connects the different parts of the theory. **Boundary Conditions** -The limitations or constraints under which the theory is likely to hold true. **Framework Development** **What is a Theoretical Framework?** A **theoretical framework** is the foundation of your research. It\'s a structured set of concepts, theories, definitions, and propositions that provide a lens through which you understand and analyze your research topic. A roadmap that guides your research process, helping you define your research questions, collect data, and interpret your findings.  Here\'s a breakdown of its key elements: 1. **Concepts** These are the building blocks of a theory. They represent abstract ideas or general notions that are relevant to your research topic. 2. **Theories** These are established explanations for phenomena. They provide a framework for understanding how the concepts you\'re studying are related. 3. **Definitions** These clarify the specific meanings of key terms within your framework. 4. **Propositions** These are statements that propose relationships between concepts. They suggest how the concepts might interact or influence each other. **Characteristics of a Good Theoretical Framework:** A strong theoretical framework should possess the following qualities: 1. **Relevance.** It should directly relate to your research topic and address the specific questions you\'re trying to answer.  2. **Clarity.** It should be clearly defined, with concepts and propositions that are easy to understand and follow.  3. **Coherence. T**he concepts and propositions should be logically connected and form a cohesive whole.  4. **Empirical Support.** The framework should be grounded in existing research and evidence. The theories and concepts you choose should be supported by empirical data.  5. **Parsimony.** It should be as simple and concise as possible, avoiding unnecessary complexity. A good framework focuses on the most essential concepts and relationships.  6. **Usefulness.** It should provide a valuable tool for understanding and analyzing your research topic. It should help you generate insights and draw meaningful conclusions.  **Conceptual Framework vs. Theoretical Framework: A Clear Distinction** **Conceptual Framework** **Theoretical Framework** ---------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- **Definition** A conceptual framework is a visual or written representation of the relationships you expect to see between variables or concepts in your study. It\'s like a map that outlines the key elements you\'ll be investigating and how they might connect. A theoretical framework draws upon established theories to explain the phenomena you\'re studying. It provides a foundation of existing knowledge and research to support your research questions. **Purpose** It guides your research by providing a structure for data collection and analysis. It helps you define your research questions and identify the key factors you\'ll be studying. It provides a lens for interpreting your findings and explaining the observed relationships between variables. It helps you understand the underlying mechanisms and processes that drive the phenomena you\'re investigating. **Foundation** It\'s often based on a review of existing literature and research, but it doesn\'t necessarily rely on established theories. It can be more exploratory and can draw on emerging concepts or ideas. It's based on well-established theories and models that have been tested and validated through previous research. **Samples of Theoretical Frameworks** **1. Tourist Motivation Theories:** - **Push and Pull Factors:** This theory suggests that tourists are motivated by both \"push\" factors (internal motivations like seeking adventure, relaxation, or cultural experiences) and \"pull\" factors (external attractions like beautiful scenery, historical sites, or unique events).  - **Maslow\'s Hierarchy of Needs:** This theory, while not specifically tourism-focused, can be applied to understand tourist motivations. It suggests that tourists seek to fulfill basic needs (safety, security, belonging) before moving on to higher-level needs (self-actualization, personal growth).  - **The Travel Career Ladder:** This theory suggests that tourists progress through stages of travel, from simple, familiar trips to more complex and adventurous ones. This can help understand how tourists\' needs and expectations evolve over time.  **2. Destination Management Theories:** - **The Tourism Area Life Cycle (TALC):** This theory describes the stages of development that a tourist destination typically goes through, from exploration to involvement to development to stagnation to rejuvenation. It helps understand the challenges and opportunities at different stages.  - **The Carrying Capacity Concept:** This theory explores the limits of a destination\'s ability to accommodate tourists without negatively impacting the environment, local culture, or quality of life. It\'s crucial for sustainable tourism development.  - **The Integrated Destination Management Approach:** This approach emphasizes the importance of collaboration and coordination among stakeholders (government, businesses, communities) to manage tourism effectively and sustainably.  **3. Hospitality Management Theories:** - **Service Quality Theory:** This theory focuses on how to deliver high-quality service experiences that meet or exceed customer expectations. It emphasizes factors like reliability, responsiveness, assurance, empathy, and tangibles.  - **Customer Relationship Management (CRM):** This approach emphasizes building long-term relationships with customers by understanding their needs and preferences. It involves collecting data, personalizing experiences, and fostering loyalty.  - **Hospitality Marketing Theories:** These theories explore various marketing strategies to attract tourists and promote hospitality businesses. This includes understanding target markets, positioning, branding, and digital marketing.  **4. Emerging Theories:** - **The Sharing Economy and Tourism:** The rise of platforms like Airbnb and peer-to-peer rentals has significantly impacted the tourism industry. This theory explores the implications for traditional businesses, destination management, and the role of technology.  - **Sustainable Tourism:** This theory emphasizes the importance of balancing economic development with environmental protection and cultural preservation. It explores various strategies for minimizing tourism\'s impact and maximizing its benefits.  - **Digital Transformation in Tourism and Hospitality:** The rapid adoption of technology is transforming the industry. This theory explores the impact of digital marketing, online booking platforms, mobile apps, and data analytics on customer experiences, business models, and industry trends.  **EXAMPLES OF A CONCEPTUAL FRAMEWORK** **LESSON 4- VARIABLES AND HYPOTHESIS** **Introduction** Important components of research writing are identifying variables and hypotheses, which are essential parts of the study. As the hypothesis gives directions and the variables define the scope and content of the study, these components must be replaced appropriately in the study. Choosing the right variables provides focus on the context of research. **Concepts** **Dependent Variable**\ The variable that depends on other factors that are measured. These variables are expected to change as a result of an experimental manipulation of the independent variable or variables. It is the presumed effect. **Independent Variable**\ The variable that is stable and unaffected by the other variables you are trying to measure. It refers to the condition of an experiment that is systematically manipulated by the investigator. It is the presumed cause. A **control variable** is anything that is held constant or limited in a research study. It's a variable that is not of interest to the [study's objectives](https://www.scribbr.com/research-process/research-objectives/), but is controlled because it could influence the outcomes. **Independent vs dependent vs control variables** **Type of variable** **Definition** **Example (salt tolerance experiment)** ------------------------------------------------- --------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------ Independent variables (aka treatment variables) Variables you manipulate in order to affect the outcome of an experiment. The amount of salt added to each plant's water. Dependent variables (aka response variables) Variables that represent the outcome of the experiment. Any measurement of plant health and growth: in this case, plant height and wilting. Control variables Variables that are held constant throughout the experiment. The temperature and light in the room the plants are kept in, and the volume of water given to each plant. **Meaning of Hypothesis** Hypothesis simply means a mere assumption to be proved or disproved. But for a researcher hypothesis is a formal question that he intends to resolve. It is a testable statement; hypotheses are generally either derived theory of from direct observation of data   **Types of Hypothesis** **Null hypothesis** Null hypothesis is the statement about the parameters, which is usually a hypothesis of no difference and is denoted by Ho. **Alternative Hypothesis** Any hypothesis, which is complementary to the null hypothesis, is called an alternative hypothesis, usually denoted by H1. **LESSON 5- REVIEWING THE LITERATURE OF THE STUDY** Introduction This lesson will further discuss the following: - basics and significance of literature review in research, specifically on tourism, hospitality, and transportation; - the different characteristics, elements, components, and types that contribute to a holistic literature review; - different types of literature available on tourism, hospitality, and transportation area, especially in the Philippine context; and ( - the necessary steps in conducting a sound and academic literature review. At the end of the lesson, the students should be able to conceptualize an appropriate literature review in their chosen topic or proposal on tourism, hospitality, and transportation research. **Concepts** In conducting research Conceptualization., it is usual for a researcher to search and review available literature that is valuable and significant in the chosen topic. The literature review is needed to further assess the following attributes: \(1) if the chosen theme is already studied previously; \(2) to enhance research proposals that are applicable to today\'s needs of the academic and industry Communities, and; \(3) to explore new topics and proposals that could provide a Comprehensive academic discourse in the chosen field of endeavour. **Literature and Its Significance of Research** Merriam-Webster Dictionary (2020), *literature is a \"body of writings\" is the work of academicians and researchers that provide factual and necessary information in a specific area of concern. It can be either published or unpublished depending on its reliability and contextual significance in the proposed topic that researchers are conceptualizing.* University of California (UC) Santa Cruz (2020), the institution defined literature review as a *\"survey\" of scientific and academic articles, books, and other sources. It is associated with a specific \"issue, area of research, or theory\" and having statements relevant to the topic chosen, a summary, and a scientific assessment of each identified literature.* It shows that the literature review is an examination of all related scientific and academic outputs by identifying relevant statements or issues in the proposed topic of the researcher. Another aspect is by providing a direct-to-the-point summary of those statements or points to clearly understand the relevance of the accounts to the proposed thesis and assessing it if it could research t could develop the context of the research proposal. For the Monash University (2020) in Australia, a literature review *\"identifies, evaluates, and synthesizes relevant literature within a particular field of research.\"* It can be a guide for the researchers to understand the academic and scientific context of a topic comprehensively. It can be based on different authors, the development of concepts and issues through time (e.g., the development of ideas and aspects through different years of publication), and the experiences of the authors based on their cultural and societal reality. The University of Wisconsin System (2020) also shares that the purpose of literature review is for *\"analyzing critically a segment of a published body of knowledge through summary, classification, and comparison of prior research studies, review of literature, and theoretical articles.\"* It attests to the significance of gathering several kinds of literature in examining the current status of a topic, which promotes the diversification of ideas and perspectives. **Purpose of Literature Review** The UC Santa Cruz (2020) also provided specific targets in conducting a literature review for a research project: - Place each work in the context of its contribution to the understanding of the subject under review. - Describe the relationship of each work to the others under consideration. - ldentify new ways to interpret, and shed light on any gaps in, previous research. - Resolve conflicts amongst seemingly contradictory previous studies. - Identify areas of prior scholarship to prevent duplication of effort. - Point the way forward for further investigation. - Place one\'s original work (in the case of theses or dissertations) in the context of existing literature. **Characteristics of the Literature Review** A literature review is a: - synthesis of a range of sources; - Place to make explicit connections between previous research and your own; - Place to present an argument and/or a clear articulation of your position about relevant literature; and - critical evaluation of sources related to your research topic. - A literature review is not: - merely a collection of text that you think is interesting or every text that you have read; - presented as a list in which you discuss each text in turn; - a descriptive summary of every text; - and a compilation of all material related to your research field, regardless of its relevance to your project. **Types of Literature** 1. **Journal articles or manuscript** These are published academic and scientific research that highlight a specific topic or area of concern in a discipline. 2. **Books** For books as a research reference, researchers and writers must select appropriate books that are relevant to the proposed research topic. Selection of books based on the year of publication must be at least from the past 5 years. 3. **Reports and documents from the government** The government, either international or national, provides essential information on the different aspects of a locality or areas of concern. It provides information on the current situation, problems and issues, opportunities, standards and guidelines, plans, programs, projects, and development strategies. - Development plans - Comprehensive Land Use Plan (CLUP) - Tourism road map - Tourism statistics - Publication materials - Strategic environmental plan - Cultural heritage mapping - Conservation management plan - Disaster management plan - Ordinances and regulations 4. **Reports and documents from the nongovernment organizations (NGOs)** Aside from the reports and documents from the different government institutions, it is also useful to check for published materials from reputable and credible non-government organizations. - World Travel and Tourism Council-WTTC - Pacific Asia Travel Association-PATA - Hotel and Restaurant Association of the Philippines -HRAP - Philippine Travel Agencies Association -PTAA 5. **Theses and Dissertations** The researcher and writer must check the following: - Relevance to the chosen topic - Credibility of research quality - Year of finishing the paper - Degree of difficulty 6. **Research Proceedings** Collection of research in a forum, colloquium, or conference presentation. 7. **Professional or trade magazines** Include periodical published materials that provide current news on trends, issues, opportunities and constraints in a specific field or discipline. 8. **Websites** Prioritize websites developed by the government and nongovernment institutions, academic and research-oriented institutions private companies or businesses. 9. **Newspapers** Daily published materials that provide current news and issues in a locality. It gives updated and factual information on a specific discipline or aspect. 10. **Promotional publication materials** These can provide initial information and figural descriptions, sites or attractions from different localities and can be used for marketing-and sales-related research, highlighting promotions and development. 11. **audiovisual materials** they provide live and updated information on the current context and situation of destinations,sites or attactctions. It can be in the form of a video presentation, podcast,recorded performance using slideshow,etc. 12. **speeches,lectures and talks** these are academic forums where the views and opinions of a resource speaker on a topic or an area of concern are discussed. **Elements and Steps in Conducting a Literature Review** 1. Locate major formative works in the field. 2. Ascertain critical researches working on this topic 3. Find the main ideas, concluisons and theories and establish their similarities and differences. 4. Notice principal methodologies and research techniques. 5. Identify gaps in existing research. 6. Show relationships between previous studies or theories. 7. Provide context for your research. 8. Explore existing information in the fields of research.