Generating grounded theory from qualitative data: the application of inductive methods in tourism and hospitality management research

Based on a doctoral experience of using Grounded Theory to research processes of hotel brand internationalisation, this article explains and critically evaluates how researchers can utilise the method to best effect within tourism and hospitality management settings. The fundamental characteristics underlying qualitative research are outlined prior to a fuller explication of the method's essential characteristics and analytical processes. The authors' current approach to the method is then discussed. Finally, issues based upon theoretical sensitivity, theoretical contamination, access limitations and analytic level are appraised and addressed. The paper concludes by arguing the method's relevancy to the field. © 1997 John Wiley & Sons, Ltd.