Planning for tranquil spaces in rural destinations through mixed methods research.

Abstract

There is a view that applied researchers produce more relevant findings for practitioners in the tourism industry if they use quantitative methods. This paper claims that findings relevant to industry can be produced through the use of qualitative methods of data collection, and indeed a unique perspective is offered by qualitative research that a quantitative approach may not produce. Furthermore, a mixed methods approach to research combines the advantages offered by both qualitative and quantitative research, and is advocated as an appropriate way forward when both types of data are needed. Using a unique mixed-methods study of the meaning of tranquillity to visitors to and authorities and residents in Dorset, Southern England, this paper illustrates the value of both qualitative and quantitative data to tourism planners. The study reveals that tranquillity was most commonly aligned to the natural environment whereas non-tranquillity concerned both sounds and sights of manmade origin.