Research through Participant Observation in Tourism: A Creative Solution to the Measurement of Consumer Satisfaction/Dissatisfaction (CS/D) among Tourists

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Abstract
This study analyzes the rationale that led to the choice of participant observation as a practical research tool within a case study of tourist satisfaction and dissatisfaction on a small-group, soft-adventure, long-haul inclusive tour from the United Kingdom to Malaysia and Singapore. In particular, the advantages of participant observation are favorably contrasted with customer service questionnaires. The author also outlines some of the key problems and issues that were confronted through the technique and its special usefulness for tourism research. Although the focus of the research in this instance was tourist satisfaction/dissatisfaction, it is possible to envisage research into other tourist behavior and management questions. Consequently, it is hoped that other researchers and commercial organizations will attempt to more fully use the technique.