Catheryn Khoo-Lattimore | Griffith University (original) (raw)

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Papers by Catheryn Khoo-Lattimore

The existing literature mapping the state of mixed methods research in tourism does not provide i... more The existing literature mapping the state of mixed methods research in tourism does not provide in-depth information concerning the number and type of mixed methods studies published in tourism, or the paradigmatic beliefs informing the mix of quantitative and qualitative studies in the same project. By conducting a systematic review of articles published between 2005 and 2016 in tourism journals, this work seeks to answer four main research questions: (1) how have different tourism scholars employed mixed methods in their studies?; (2) what approaches have been utilised in mixed methods studies?; (3) how are paradigm(s) conceptualised in mixed method designs?; and (4) how is reflexivity operationalised in mixed method designs? Overall, the findings show that the majority of mixed methods tourism studies have not declared their epistemological, ontological and axiological stances. Also, the studies tended to privilege sequential mixes over concurrent approaches, and reflexivity was rarely contemplated.

ollowing the rise of tourism in Asia, a growing female travel market has been observed in the reg... more ollowing the rise of tourism in Asia, a growing female travel market has been observed in the region. Nevertheless, limited research has considered the travel experience of Asian women. In response to the dearth of research on Asian female travellers, this study employs a narrative synthesis approach through a postcolonial feminist lens to review the extant literature on Asian female travellers, with the aim to contribute to a cultural understanding of the historical and contemporary travel practices of Asian women. Based on this review, it is evident that Asian women’s travel behaviour is influenced by cultural identities and gender stereotypes. However, existing literature has also demonstrated the agency of Asian women in resisting discriminatory gender practices in tourism, which is represented in the transformation of the identity of Asian female travellers. Accordingly, an agenda for future research is proposed and some implications for the industry are discussed. This study addresses the western-centric and androcentric criticisms in tourism field and provides an alternative reading of women’s travel behaviour from an Asian perspective. This study has contributed to the critical tourism scholarship in Asia and has built an important foundation for future research on Asian female travellers, an area that is not well investigated.

Resonating with a growing sense of uncertainty recently, an increasing number of studies have bee... more Resonating with a growing sense of uncertainty recently, an increasing number of studies have been dedicated to travel risk because risk and tourism are intrinsically connected. However, existing tourism risk literature was criticized for lacking theoretical foundations, which has resulted in fragmented understandings, including contradictory opinions regarding the effect of gender on risk perception. In response to these criticisms, this study systematically investigates tourism risk literature from a gender perspective, with an aim to map out what is known about the gendered travel risk and what needs to be explored further. The review findings suggest that a majority of existing risk and gender studies have prioritized the experience of Western travelers. The findings indicate a lack of a gender- and risk-focused investigation and theoretical framework, and a dearth of an interpretive and reflexive approach. A plethora of evidence of gender difference in tourist risk experience has been identified.

When I was being interviewed for the position of editor-in-chief for Tourism Management Perspecti... more When I was being interviewed for the position of editor-in-chief for Tourism Management Perspectives, I had talked to many academic mentors and friends for their thoughts on whether I should take up the position. I was cognizant of being at a relatively early stage of my career, where I should focus more on securing grants rather than reviewers for manuscripts. As expected, the answers were never clear-cut, but I was left with pages of notes to help me make the decision, a decision that led me to writing this editorial. The most compelling push factor was reading my own reflexive analysis, where I uncomfortably reflected on our responsibilities as tourism researchers (Khoo-Lattimore, 2018). I ended this paper with a promise that I will always attempt to 'add value' to the community that I have been socialized into, and actually a community that I love. Taking up this position is keeping this promise.

This chapter is a reflexive analysis by the researcher whose status as mother became an important... more This chapter is a reflexive analysis by the researcher whose status as mother became an important factor in the study of young children's experiences in tourism. Through the lens of motherhood, I demonstrate how tourism research with children can be advanced when researchers reflect on their multiple identities. In particular, the chapter will draw from a qualitative study where children between the ages of 5 and 6 were interviewed on their family holidays. Results from the autoethnographic data will focus on four dimensions of motherhood: motherhood and ethics; motherhood and access to quality data; the role of motherhood in participant-researcher relationship; and motherhood as an epistemological element throughout the research process. This chapter addresses contemporary knowledge gaps in tourism research, where the voices of young children are extremely limited (Khoo-Lattimore, 2015; Poria & Timothy, 2014).

Set against the framework of today's competitive research environment, this paper focuses on a le... more Set against the framework of today's competitive research environment, this paper focuses on a less discussed category of ethics within tourism – that of the researcher as a professional. " Data " is presented as reflexive considerations on the ethical challenges and dilemmas an early career researcher faced during her transition from the early to mid-career phase. Personal experiences are compared to a multidisciplinary literature on ethics, education, knowledge production and distribution. This paper concludes that it is possible for early career researchers in the current tourism academic climate to remain ethical and successful at the same time – if, they engage constantly and reflexively with the ethical questions that surround their own identity, power and responsibility as academics. The paper also asks that the tourism research community and institutional structures place more emphasis on the discussion of ethics and codes of conduct.

The main objective of this paper is to identify the rural tourism destination brand indicators (D... more The main objective of this paper is to identify the rural tourism destination brand indicators (DBI) to develop a framework for Bario. An in-depth interview was conducted among the selected tourists in Bario, Sarawak, a rural tourism destination in Malaysia. Based on the analysis of the information elicited from the participants, the findings indicate that people, culture and memorable tourist experience in Bario are the destination brand indicators which have implications for theory. Likewise managerial implications include destination brand loyalty, increase in tourist arrivals and receipts, and destination brand building strategy.

Journal of Business and Economics, 2015

International Journal of Entrepreneurship and Small Business, 2015

SHS Web of Conferences, 2014

A review of literature indicates that there are different types of qualitative research methods s... more A review of literature indicates that there are different types of qualitative research methods such as action research, content analysis, ethnography, grounded theory, historical analysis, phenomenology and case study. However, which approach is to be used depends on several factors such as the nature and objectives of the research. The aim of this paper is to focus on the research methodology aspects of applying case study as a research approach and its relevance in tourism destination branding research specifically on a single case study (SCS) context. There are arguments that the SCS is a weak research strategy. Some of the potentials or shortcomings highlighted in the literature include the primitive nature of SCS, flexibility of sample technique, data collection method and data analysis. Others include lack of rigour, reliability, validity, credibility of findings and generalisation. This paper has adopted content analysis of the literature on tourism destination branding. Findings indicate that the quality of SCS can be verified using specific case study tactics for four design tests such as validity (construct, internal and external); and reliability using the case study protocol. Theoretical implication suggests that SCS is an empirical enquiry use to understand complex phenomena and favoured by practitioners.

Journal of Product & Brand Management, 2010

In Malaysia, the market share for wine is predicted to be relatively saturated due to comparative... more In Malaysia, the market share for wine is predicted to be relatively saturated due to comparatively low consumption and strong competition from other alcoholic beverages like liquor and beer. This is because Malaysians do not have a strong wine-drinking culturemost of the wine drinkers are occasional wine consumers. This study aims to investigate the reasons why Chinese drink wine, and what factors influence the decision to drink wine or otherwise. This paper first reviews the literature on consumer motivation as an approach to explore consumers' own views on why they drink or do not drink based on a range of symbolic, utilitarian and experiential factors. Using a threefold model suggested by Steve Charters (2006) as the three key dimensions in explaining Chinese consumer behaviour, this study considers socio-cultural context in Chinese society in relations to utilitarian (physical), symbolic and experiential reasons as motivational factors that influence their intentions in wine consumption. The perspective of Chinese beliefs and behaviours toward wine drinking is explored and wine drinking behaviour of Chinese is presented in light of the consumer's social and cultural context. This research is one of the few studies on the Malaysian wine market employing consumerfocused approach. It offers an insight into consumers' reasons for drinking or resisting wine that would help wine marketers in the region in their effort to increase wine consumption.

The purpose of this study is to explore the perception of Malaysian Chinese towards food and eati... more The purpose of this study is to explore the perception of Malaysian Chinese towards food and eating by using qualitative marketing research tool, the Zaltman Metaphor Elicitation Technique (ZMET). The data was analyzed by using thematic analysis and consensus map. Three major themes arose from the findings, which are Health, Trying New Food and Communication Bridge. All of the findings are supported by rich description and meaningful images that capture both spoken and tacit thoughts and feelings of the respondents. Therefore, the findings may shed some light on the practitioners and marketers in the food industry.

Journal of Business and Economics, 2015

International Journal of Entrepreneurship and Small Business, 2015

SHS Web of Conferences, 2014

Journal of Product & Brand Management, 2010

What Will You Gain from this Book? In Secrets of Promising PhD Scholars Revealed, I have comp... more What Will You Gain from this Book?

In Secrets of Promising PhD Scholars Revealed, I have compiled my interviews with PhD scholars from some of the top universities in the world. From these interviewees, you will discover dozens of tips and techniques for mastering your PhD including:-

 What topic to research for your PhD
 How to get your PhD from some of the top
universities like Harvard & Cambridge
 How do you find yourself a supervisor
 The pains and struggles you can expect and how
to handle them
 Where to get money to fund your conference travel
 What to do BEFORE the PhD gets to you
 How to turn yourself into an established scholar

Despite the myths, issues, misconceptions, challenges and criticisms of qualitative research, the... more Despite the myths, issues, misconceptions, challenges and criticisms of qualitative research, the number of tourism studies embracing an interpretivist paradigm view point has increased over the years . Within this paradigm, the subjective and active role of the researcher has been recognised , and the researcher situational position from the emic (insider) perspective in contrast to the etic (outsider) perspective of the positivist paradigm has been discussed. However, recent studies indicate that there are fewer researchers in Asian countries who are adopting qualitative methods within tourism studies . Mura and Sharif not only called for more non-Western interpretivist perspectives but also emphasized the value of researcher reflexivity in tourism research. Given that the purpose of reflexivity is to provide an overview of how a research is conducted, the context in which the research is conducted and the trustworthiness of the empirical material, reflexive accounts from non-Westerners could provide alternative insights into knowledge generation and expand on the current production and representation of tourism knowledge (Mura, Mognard and Sharif, 2017). A review of the extant literature on ethical issues and reflexivity in tourism research indicates that there are limited studies. The few available studies focus majorly on ethics as moral principles and values that influence the way a researcher or a group of researchers conduct their research activities. Their focus is important; however, instead attention should be directed in exploring the role and impact of reflexivity in tourism research.

Mura, P., & Khoo-Lattimore, C. (2018). Locating Asian Research and Selves in Qualitative Tourism ... more Mura, P., & Khoo-Lattimore, C. (2018). Locating Asian Research and Selves in Qualitative Tourism Research. In Asian Qualitative Research in Tourism (pp. 1-20). Springer, Singapore.

This is a cross-cultural and multidisciplinary study that encompasses the field of socio-psycholo... more This is a cross-cultural and multidisciplinary study that encompasses the field of socio-psychology, consumer behavior and marketing. Using the Zaltman Metaphor Elicitation Technique (ZMET), this research explores the food and eating perception of Malaysian Chinese and draw comparisons with Taiwanese consumers.

Human food choice is a complicated decision-making system of which some of the determinants fall ... more Human food choice is a complicated decision-making system of which some of the determinants fall below our conscious level. In order to capture the tacit information, a psychoanalytical tool is needed. The purpose of this study is to examine the feasibility of the Zaltman Metaphor Elicitation Technique (ZMET) in food choice study. Using Malaysian Chinese and Taiwanese food choice as an example, we compared our findings derived from ZMET with past studies that employed traditional quantitative approaches. Findings show that ZMET is able to reveal a similar food choice factor, which is health. Nevertheless, ZMET has gone one step deeper by not only surfacing the factor, but also the underlying reasons and values. For example, findings reveal that for both Malaysian Chinese and Taiwanese, health is not by itself but as a mean of achieving the ultimate values of freedom, enjoyment and happiness. By presenting the applicability of ZMET, this study has provided another methodology option for future food choice research.

In 2011, Malaysia received nearly 25 million tourist arrivals of which 43.6% of them visited beac... more In 2011, Malaysia received nearly 25 million tourist arrivals of which 43.6% of them visited beaches and/or involved in diving or snorkelling. Tourists favour the coastal area in Malaysia for the pristine marine environment and long-stretched beaches which attract both dive and non-dive tourist. Nevertheless, the number of injuries and fatal incidents at marine destinations in the past few years have raised the safety concerns among tourists. The main objective of this study is to investigate the concerns of tourists when travelling to marine destinations in Malaysia.This study also identifies which marine destinations in Malaysia are considered unsafe for travel

Following the rise of tourism in Asia, a growing female travel market has been observed in the re... more Following the rise of tourism in Asia, a growing female travel market has been observed in the region. Nevertheless, limited research has considered the travel experience of Asian women. In response to the dearth of research on Asian female travellers, this study employs a narrative synthesis approach through a postcolonial feminist lens to review the extant literature on Asian female travellers, with the aim to contribute to a cultural understanding of the historical and contemporary travel practices of Asian women. Based on this review, it is evident that Asian women’s travel behaviour is influenced by cultural identities and gender stereotypes. However, existing literature has also demonstrated the agency of Asian women in resisting discriminatory gender practices in tourism, which is represented in the transformation of the identity of Asian female travellers. Accordingly, an agenda for future research is proposed and some implications for the industry are discussed. This study addresses the western-centric and androcentric criticisms in tourism field and provides an alternative reading of women’s travel behaviour from an Asian perspective. This study has contributed to the critical tourism scholarship in Asia and has built an important foundation for future research on Asian female travellers, an area that is not well investigated.

This study investigates tourists’ risk perception towards a risky destination. The eastern coast ... more This study investigates tourists’ risk perception towards a risky destination. The eastern coast of Sabah, Malaysia was chosen as the study site for its recent high risk status as a result of a series of abductions and political turmoil. Using t-test and PLS-SEM analysis, the impacts of travel experience, prior experience with risk, travel motivation, novelty preference, gender, age, and nationality on tourists’ risk perception were examined. The results of this study indicate that tourists do perceive Sabah’s eastern coast to be high risk but this negative perception of Sabah’s eastern coast as a marine destination does not affect their perception of other coastal areas in Malaysia – tourists remain optimistic of other coastal areas within Malaysia. The effects of various determinants on risk perception are reported. The study has provided timely analysis and implications to the tourism industry in Sabah, which can also serve as a reference to destinations with similar risk background.

Asia Pacific Journal of Tourism Research, 2015

This study explores the food perception of young Taiwanese consumers, a growing market segment in... more This study explores the food perception of young Taiwanese consumers, a growing market segment in the restaurant industry. An innovative qualitative tool known as the Zaltman Metaphor Elicitation Technique (ZMET) was employed to elicit deeper thoughts and emotions of young consumers. Twelve Taiwanese from Generation Y were invited to participate in a ZMET interview where they expressed their perceptions concerning food and eating through self-collected images. The data were analyzed using constant comparative method and charted on a consensus map. Five themes have evolved from the consensus map: health, trying new food, sharing, enhancing knowledge, and happiness. Findings reveal that young Taiwanese consumers are health-conscious and have high acceptance of novel food. They perceive food as a means of enjoyment and fostering social relationships. This study has contributed additional perspectives to existing literature by revealing the function of food in enhancing knowledge, as well as unveiling the deep-seated meanings of food associated with consumer's personal relevance values. Marketing implications for the restaurant industry targeting young Taiwanese consumers are proposed.