The first to focus solely upon qualitative research in tourism, this book combines discussions of the philosophies underpinning qualitative research, with reflexive chapters that demonstrate how these techniques can be used. Incorporating a range of case studies written by leading international scholars, this book makes clear the ways in which these pieces of research have been informed by the authors' epistemological, ontological and methodological standpoint. Based on a range of empirical tourism studies set in the context of theoretical discussion, it demonstrates the benefits of using a range of qualitative approaches to research tourism, exploring the ways in which a number of techniques, including participants observation, memory work, biographical diaries, focus groups and visual exercises, have been adopted by researchers from a range of disciplinary backgrounds to undertake empirical research in tourism. An indispensable text for final year undergraduates, Masters and PhD students embarking on research in the field, it also will be a valuable title for academics with an interest in either tourism research or qualitative methodology. Linking theory with research practice, it offers a holistic account of qualitative research in tourism.