Abstract 'Quality tourism experiences' is a term frequently used by destinations and organizations concerned with tourism research, planning, policy, management, marketing and delivery. Its meaning is generally assumed rather than defined. Traditional measures of quality are usually ascribed to service quality dimensions and are based on SERVQUAL. Recognition that cultures and societies distinguish quality in different ways resulted in the development of PAKSERV. However, focusing only on service quality does not achieve a full and indepth understanding of meanings of quality tourism experiences. This is due to the fact that interpretation of the term varies temporally and contextually from society to society, social group to social group, cultural grouping to cultural grouping, individual to individual. In order to sustain offerings of quality tourism experiences and maintain currency with regard to the changing nature and manifold meanings of quality tourism experiences, traditional research agendas and mixed methods strategies need to be complemented with qualitative studies, which incorporate indigenous ontologies, epistemologies and methodologies as well as use intra-cultural, inter-cultural, cross-cultural and cross-national designs. Key words: quality tourism experiences, Asian values, indigenous epistemologies and methodologies, cross-cultural research designs, research paradigms, interpretive social sciences, qualitative research,