GARDEN CITY UNIVERSITY

BA TOURISM (HONOURS)
SEMESTER III
RESEARCH METHODOLOGY

COURSE CODE: 07ASEO17333 CREDITS: 04

Name of the instructor:

1. GOALS

 To instill a comprehensive and step-wise understanding of the research process with a balanced blend of
theory and applicative technique.

 To familiarize students with the types of management problems of organizations.

 To facilitate them develop insights about basic concepts of research designs and methodology aimed at
solving business problems.

2. OBJECTIVES OF DEVELOPMENT

 To achieve the goal, the instructor will provide lectures and the students are expected to complete class
assignments and actively participate in class discussion.

 The instructor will help the learner to undertake a research project and guide students through the entire
research process.

 The instructor intends to provide comprehensive knowledge &skills about the research methods that are
employed to investigate problems in business.

 The instructor discusses various steps in tourism business research and introduces the concepts, tools
and techniques that are used at each of these steps thereby, honing the research skills of future managers

 The learners are facilitated with video presentations, seminars, and group discussions for better
understanding of this course.

3. COURSE MANAGEMENT

3.1 COURSE DESCRIPTION

 This course will provide an opportunity for participants to establish or advance their understanding of
research through critical exploration of research language, ethics, and approaches.

 The course introduces the language of research, ethical principles and challenges, and the elements of
the research process within quantitative, qualitative, and mixed methods approaches.
  Participants will use these theoretical underpinnings to begin to critically review literature relevant to
their field or interests and determine how research findings are useful in forming their understanding of
their work, social, local and global environment .

3.2. CREDIT HOURS / SEMESTER

Instruction Hours : 60

4. DEVELOPMENT OF STUDENTS LEARNING OUTCOME

After studying this course, the students will be able to:

 Understand the process of conducting social science studies

 Demonstrate the skills of conducting a literature review
 Recognize the advantages of various quantitative and qualitative research methods
 Write focused questions for interviews and surveys
 Recognize ethical issues that arise in conducting research
 Develop a reasonable research proposal
 Report on one’s own research proposal in a clear and professional manner.

4.1 FRAMEWORK OF LEARNING OUTCOME WEIGHTAGE

Total Weightage = 100

CDP (40) + UC (60)

Weightage Calculation
K L A Ap
Weightage Weightage Weightage Weightage
15% of 15% of 35% of 35% of CDP UC TW
UNIT of "K" in of "L" in of "A" in of "Ap" in
40 40 40 40 (40) (60) (100)
the unit the unit the unit the unit
6 6 14 14
1 3 1.2 3 1.2 3 2.8 3 2.8 8 12 20
2 3 1.2 3 1.2 3 2.8 3 2.8 8 12 20
3 3 1.2 3 1.2 3 2.8 3 3.0 8 12 20
4 3 1.2 3 1.2 3 2.8 3 2.8 8 12 20
5 3 1.2 3 1.2 3 2.8 3 2.8 8 12 20
15 15 15 15 40 100

CDP = Course Designer Prerogative

UC = University Component
TW = Total Weightage
K = To Know & Memorize
L = To Learn & Understand
A = To Analyze
Ap = To Apply
 Sub Unit wise KLAAp Assignment
UNIT I K L A Ap
1.1 1 1 1 1
1.2 1 1 1 1
1.3 1 1 1 1
Total for UNIT I 3 3 3 3

UNIT II K L A Ap
2.1 1 1 1 1
2.2 1 1 1 1
2.3 1 1 1 1
Total for UNIT II 3 3 3 3

UNIT III K L A Ap
3.1 1 1 1 1
3.2 1 1 1 1
3.3 1 1 1 1
Total for UNIT III 3 3 3 3

UNIT IV K L A Ap
4.1 1 1 1 1
4.2 1 1 1 1
4.3 1 1 1 1
Total for UNIT IV 3 3 3 3

UNIT V K L A Ap
5.1 1 1 1 1
5.2 1 1 1 1
5.3 1 1 1 1
Total for UNIT V 3 3 3 3

5. TEACHING METHODS
1. Classroom lecture.
2. Usage of Travel Terminology
3. Classroom discussions and role play like (Researcher and Respondent ),
Communication Barriers and Cross Cultural Client Handling).
4. Individual assignments / case study reports on assigned / current topic.
5. Videos related to Tourism and Hospitality Industries.
6. Quiz and Group Discussions
7. Class Presentations and Seminars
 8. Mind Maps (inculcating the skill of identifying destination image on the world map
instantly)
9. Access Google Maps (Linking Destinations for Smart Itinerary Planning and Costing)

6. TEACHING PLAN

Week Topic Hours Teaching Methods Weightage

1-3
Unit 1: INTRODUCTION TO
RESEARCH
1.1 – Meaning, Objectives, Types
of Research, Scope of Research,
Research Approaches,
Research Process.( K,L,A, Ap )
1.2 – Research Design , Research
Methods Vs Research
Methodology, Steps in Research
Problem Formulation.( K,L,A, Ap)
1.3 – Statement of Research
Objective , Exploratory,
Descriptive, Experimental
Research. ( K,L,A,Ap)
6 hrs 1) Lecture and Video 20%
2 hrs/ Presentation on the
importance of research in
week
tourism.
2) Seminar and debating on the
research approaches and
processes. (for example : Study
the National Tourism Policy
and illustrate the research
methods involved in it. ).
3) Visit a local tourism attraction
and draw a research design to
collect the information from
the tourist to know the
potential of this destination in
the state)
4) Expert lecture on the topic of
Research Statement and
considerations.

5) Knowledge quiz on tourism

research and design
techniques.
7) Mind mapping of tourism
destinations (Identify
capital cities, national
boundaries, time zones,
world climate zones
and world heritage sites )

8) Feedback

4-6
Unit 2:METHODS OF DATA 6 hrs 1). Lecture on the methods of 20%
COLLECTION data collection.
2 hrs/
2.1 - Observational and Survey Week
Methods, Field Work Plan. ( K,L, 2) The learners are asked to go to
A , Ap) Nandi Hills, and take a field
survey and observation survey

2.2 - Administration of surveys,
Training field investigators. ( K,L,
A, Ap )
2.3 - Sampling methods, Sample
size. ( K,L, A, Ap )
7-10
Unit 3: TOOLS FOR
COLLECTION OF DATA
3.1 - Questionnaire Design;
Attitude measurement techniques. (
K,L, A, Ap )
3.2 - Motivational Research
Techniques. ( K,L,A,Ap)
3.3 – Selection of Appropriate
Statistical Techniques. Basic of
SPSS ( K,L, A, Ap)
INTERNAL ASSESSEMENT
about the age group of tourists.
( They are asked to prepare a
field work plan and their
observation methods)
3) Video enabled classes on the
sampling methods and various
techniques of sampling.
4) The learners are asked to make
a sample selection to identify the
thrust areas of tourism in
Bengaluru by collecting the data
from the tourists. They are asked
to visit, Railway station, Air Port,
Bus terminals for this purpose.
5) Quiz on the surveys, sampling
techniques and sample size in
tourism.
6) Feedback
6 hrs
1) Class Lecture and Video 20%
2 hrs/ Presentation (learners are
week asked to design a
questionnaire to identify the
food habits of tourists in
Cubbon park, Bengaluru and
analyze it.
2) Discussion on Motivations
of Travel ( Describe the
Push and Pull factors of
one’s last tour)
3) Video enabled class to know
the appropriate statistical
techniques generally used in
Tourism.
4) Q & A on Motivational
Research techniques.
5) Knowledge quiz on tourist
needs and motivation
7) Feedback.
11-13
Unit 4: STATISTICAL
METHODS
4.1 - Tabulation of data, Analysis
of data.( K,L,A, Ap)
DATA Analysis- SPSS
4.2 - Testing of Hypothesis,
Advanced techniques, ANOVA,
Chi –Square. ( K,L, A, Ap )
Report writing
4.3 – Factor analysis, Conjoint
analysis, comparative analysis.
Multidimensional Scaling, Cluster
Analysis (Concepts Only) ( K,L,A,
Ap)
Introduction to Intellectual Proerty
&IPR
14-15
Unit 5: REPORT WRITING
5.1 - Types of Reports, Research
Report format, Business, Technical
and Academic Report writing .(
K,L, A, Ap)
5.2 - Methodology Procedure, –
Contents. ( K,L,A, Ap )
5.3 Bibliography (K, L, A, Ap )
1) Lecture and Video Presentation 20%
6 hrs
on data Analysis and its ADD: DATA
2 hrs/ tabulation. Analysis-
SPSS, Report
Week 2) Discussion on Hypothesis, and writing
its design with relevance to
tourism.
Introduction to
Intellectual
3)Guest Lecture on different
Proerty &IPR
techniques like ANOVA, Chi-
Square. ctc.,
4) The learners are asked to visit
Visvesvarayya Technical
Museum, Bengaluru and collect
the data to identify , how many
visitors are locals. This data is
subjected for analysis.
5) Quiz on cluster analysis and
the learners are given knowledge
to instrument it in a proper way
by the instructor. .
6) Feedback
6 hrs
20%
2hrs / 1) Lecture and video based class
week session on different types of
report.
2) The learners are asked to visit
a travel agency and compile a
report on the most preferred
travel package the agency is
offering to its customers, and
prepare a report in this
regard.( they are asked to
mention the research
methodology they applied in
this report ).
3) The learners are asked to
prepare a chart on different
types of Bibliography. They
are asked to know the
differences among them.
4) Seminar on Report writing
Open discussion among the
students to come out with
their innovative ideas in this
regard,
 5) Knowledge Quiz on Report
writing and Bibliography.

6) Feedback
16
END SEMESTER
EXAMINATION

7. EVALUATION METHOD:

As per the GCU – Multi Assessment Provision (MAP)

8. TEACHING MATERIALS AND RESOURCES

8.1. Text and Main Document

Lecture materials provided by the teacher

8.2. Essential Reading :

1. O.R.Krishnaswamy; Research methodology in Social Sciences, HPH, 2008.

2. R. Divivedi: Research Methods in Behavior Science, Macmillan India Ltd., 2001.
3. J.K. Sachdeva: Business Research Methodology HPH
4. S.N. Murthy, V. Bhojanna: Business Research Methods Excel Books
5. Levin &Rubin: Statistics for Management, Prentice Hall of India, 2002.
6. Gupta S; Research Methodology and Statistical Techniques, Deep &
Deep Publication (P) Ltd., 2002
7. Thakur D: Research Methodology in Social Sciences, Deep & Deep Publications (P) Ltd.,1998.
8. Tripathi P.C:A Textbook of Research Methodology, Sultan C hand &Sons, 2002.
9. Cooper: Business Research Methods 6th edition, MC Graw Hill,
10. C.R. Kothari, Research Methodology, Vikas Publications.

8.3. Documents for further study:

1. Flick, Uwe (2009). An introduction to qualitative research,. London: Sage.

2. Goertz, Gary & James Mahoney (2012).A tale of two cultures: qualitative and quantitative research in
the social sciences.N.J. :Princeton University Press.
3. Hart, Chris (1998).Doing a literature review: releasing the social science research imagination. London:
Sage.
4. Healey, J. F. (1993). Statistics: A Tool for Social Research Belmont, CA: Wadsworth Publishing
Company.
5. Scott, John (2000).Social Network Analysis: A handbook, London: Sage.
6. Yin, Robert (2009) Case study research: design and methods. London: Sage.

8.4. E-Learning :
Students have to browse the following web sites to enhance their knowledge in the subject and can take the
exercised as advised from time to time in consultation with faculty member.
1. www.cmie.com/database
2. www.indiastat.com
3. www.hindu.com
4. www.economictimes.com
5. www.indianresearchjournals.com
6. Journal of Business Research
7. International Business & Economics Research Journal

The students have to refer the last three years research papers published in referred
national and international journals of repute for more information.