Advancing the visual turn in tourism, hospitality and leisure studies

Abstract

Purpose – This conceptual paper aims to inspire further advancement of the visual turn in tourism, hospitality and leisure studies. It offers an updated overview of the implications of different philosophical positions for visual data and provides insights into both big and small data studies. Future research possibilities within the visual turn in these fields of studies are also discussed. Design/methodology/approach – Given the conceptual nature of this paper, the lines of arguments are largely informed by existing literature in both the wider social sciences and humanities as well as the multidisciplinary fields of tourism, hospitality and leisure studies. While not attempting to provide a systematic review, this paper critically discusses both the wide variety of visual data types used in tourism, hospitality and leisure research, as well as the relevant, philosophy of science informed, theoretical framing of visual research. Findings – This paper offers insights into possible futures for the visual turn in tourism, hospitality and leisure, while being neither prescriptive nor favouring a particular philosophical position or methodology. Some of the key directions for the future of the visual turn in fact, are expected to be influenced by the very diversity of approaches. Namely, both big and small data studies are expected to play a significant role in visual tourism, hospitality and leisure studies in the future, in much the same way the studies underpinned by the broad umbrellas of paradigms belonging to a variety of different paradigms will. Originality/value – The originality of this paper lies in its offering of an updated meaningful synthesis of relevant literature which spans across disciplines and fields of studies to offer both an overview of the current state of the visual turn in tourism, hospitality and leisure studies and visions for its future. This is supported through an updated table outlining the key paradigms and their implications for visual data, and an emphasis of the important roles both big and small data studies play in knowledge production in these fields of studies.