Advancing methodological robustness in tourism research: an integrative framework for paradigmatic pluralism

Purpose The purpose of this paper is to examine the dominance of quantitative survey methods in tourism research and to emphasize the importance of qualitative approaches in capturing the ecological validity and lived experience of tourism phenomena. While surveys effectively identify structural relationships, they often overlook context, meaning and embodiment. Qualitative methods – such as interviews, focus groups, ethnography and netnography – address this gap, though they continue to face concerns about rigor and generalizability. Design/methodology/approach This conceptual paper advances the argument that methodological robustness in tourism research requires an integrative framework of paradigmatic pluralism, combining the precision of quantitative designs with the depth of qualitative inquiry. Findings By synthesizing diverse methodological strategics, this paper emphasizes that pluralistic approaches can enhance contextual fidelity, enhance measurement validity and better reflect the complexity of tourism experiences. As technological innovations, smart tourism systems and AI-driven personalization continue to reshape the field, traditional measurement paradigms are becoming increasingly inadequate. Originality/value This study proposes a roadmap for methodological innovation that emphasizes balanced, ecologically sensitive and pluralistic approaches that connect theory, context and practice, and suggests directions for the future development of tourism research.