Sampling design in tourism and hospitality research

Sampling is an essential component of the data collection process, which is in turn a vital stage of the research process as a whole. Undeniably, the quality of the sampling design has a strong impact on the overall quality of the research since it contributes to a large extent to the methodological rigour of the study and to the generalisability of the results. In this chapter, we have reviewed the various considerations in a sampling design. These include: defining the target population; selecting the sampling frame; determining the sampling technique; determining the sample size; and executing the sampling plan.