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Globalization occupies an increasingly dominant role in tourism and hospitality development. Thus, interest in conducting global research with consumers from multiple cultures is a natural direction for researchers involved with the hospitality and tourism industries. This article identifies and explains the criteria that are necessary to establish validity in multicultural research projects. The article emphasizes those areas where procedural specifications have been established to address the concerns unique to conducting comparative research across cultures and nations. Topics addressed include conceptual and functional equivalence, instrument development, sampling techniques, and data analysis.
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Keywords: Data analysis; Equivalence; Instrument development; Multicultural research; Sampling techniques

Document Type: Research Article

Publication date: January 1, 2000

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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