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dc.contributor.authorAdeyinka-Ojo, S.
dc.contributor.authorNair, V.
dc.contributor.authorKhoo-Lattimore, Catheryn
dc.date.accessioned2017-09-15T00:21:24Z
dc.date.available2017-09-15T00:21:24Z
dc.date.issued2014
dc.identifier.issn22612424en_US
dc.identifier.doi10.1051/shsconf/20141201061en_US
dc.identifier.urihttp://hdl.handle.net/10072/154461
dc.description.abstractA review of literature indicates that there are different types of qualitative research methods such as action research, content analysis, ethnography, grounded theory, historical analysis, phenomenology and case study. However, which approach is to be used depends on several factors such as the nature and objectives of the research. The aim of this paper is to focus on the research methodology aspects of applying case study as a research approach and its relevance in tourism destination branding research specifically on a single case study (SCS) context. There are arguments that the SCS is a weak research strategy. Some of the potentials or shortcomings highlighted in the literature include the primitive nature of SCS, flexibility of sample technique, data collection method and data analysis. Others include lack of rigour, reliability, validity, credibility of findings and generalisation. This paper has adopted content analysis of the literature on tourism destination branding. Findings indicate that the quality of SCS can be verified using specific case study tactics for four design tests such as validity (construct, internal and external); and reliability using the case study protocol. Theoretical implication suggests that SCS is an empirical enquiry use to understand complex phenomena and favoured by practitioners.en_US
dc.description.peerreviewedYesen_US
dc.languageEnglishen_US
dc.publisherEDP Sciencesen_US
dc.publisher.placeFranceen_US
dc.relation.ispartofpagefrom01061-1en_US
dc.relation.ispartofpageto01061-8en_US
dc.relation.ispartofjournalSHS Web of Conferencesen_US
dc.relation.ispartofvolume12en_US
dc.subject.fieldofresearchTourism Marketingen_US
dc.subject.fieldofresearchcode150604en_US
dc.titleCase Studies Approach in Tourism Destination Branding Researchen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
dcterms.licensehttp://creativecommons.org/licenses/by/4.0/en_US
dc.description.versionPublisheden_US
gro.rights.copyright© 2014 The authors, published by EDP Science. This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0 which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.en_US
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