The distorted mirror: applying the pragmatic paradigm to end-user research

Abstract

This paper discusses the difficulties of providing user-friendly information to tourism stakeholders, whilst still keeping some of the essence of the tourism experience. We describe research undertaken as part of the Marine and Tropical Science Research Facility’s (MTSRF) study of the sustainable use of marine resources, and in particular the drivers and trends of tourism to the Great Barrier Reef (GBR). Using the qualitative/quantitative debate as a starting point for reviewing a "pragmatic" paradigm, we compare data from visitor surveys with data collected through informal interviews with tourists. Whilst the former often understates the complexity of events, we recognise the practical value of presenting stakeholders with numbers that summarise the tourism experience. However, the qualitative data presents some interesting twists on what may appear on paper (surveys) to be relatively uncomplicated travel narratives. We conclude that the craftsmanship of the researcher determines how research remains true its inherent complexity whilst presenting key information in bite size portions to the stakeholders who need it.