Dr. Fevzi Okumus is the CFHLA Preeminent Chair Professor within the Hospitality Services Department at the University of Central Florida’s Rosen College of Hospitality Management. He is the Editor-in-Chief of the International Journal of Contemporary Hospitality Management (IJCHM) and the Journal of Hospitality and Tourism Insights (JHTI). Dr. S. Mostafa Rasoolimanesh is an Associate Professor and Director of Centre for Research and Innovation in Tourism (CRiT), at the Faculty of Social Sciences and Leisure Management, Taylor's University, Malaysia.Dr. Shiva Jahani is a statistician at the University of Central Florida. She specializes in research methodology and advanced data analytics. She is a Graduate Faculty Scholar at University of Central Florida, including at the Rosen College of Hospitality Management. She is the Associate Methodology Editor for the Journal of Hospitality and Tourism Insights.

• Chapter 1. Introduction; S. Mostafa Rasoolimanesh, Shiva Jahani, and Fevzi OkumusChapter 2. A Critical View on Mixed-Method Approaches to Tourism and Hospitality Research; Dr Jaylan Azer, Prof Babak Taheri, and Dr Martin GannonChapter 3. An Exploratory Sequential Mixed Methods Design: A Research Design for Small Tourism Enterprises in Ghana; Elizabeth AgyeiwaahChapter 4. Systematic Review of Scale Development Practices in the Field of Tourism and Hospitality; Ali Bavik, Chen-Feng Kuo, and John ApChapter 5. Using Neuromarketing Tools in Hospitality and Tourism Research; Hakan Boz and Erdogan KocChapter 6. Using Archival Material in Tourism, Hospitality and Leisure Studies: Beauty and the Beast; Parisa Saadat Abadi Nasab, Neil Carr, and Trudie WaltersChapter 7. Tourism Online Reviews: Databases and Samples; Juan Pedro Mellinas and Eva Martin-FuentesChapter 8. Application of Text Mining Approaches in Hospitality and Tourism; Gozde Ozturk and Abdullah TanrisevdiChapter 9. Qualitative analysis of Social Media Historical Data: A case study of Twitter and Tourism Boycotts; Ismail Shaheer, Neil Carr, and Andrea InschChapter 10. Photo-Elicitation using Q-Method to Extract Group Sense of Place for a Marine Park in Borneo; Paulin Wong Poh Lin and Balvinder Kaur KlerChapter 11. Including the ‘voices’ of Animals in Tourism, Hospitality and Leisure Research; Giovanna BertellaChapter 12. Conclusion; Shiva Jahani, Fevzi Okumus, and S. Mostafa Rasoolimanesh

Dr. Fevzi Okumus is the CFHLA Preeminent Chair Professor within the Hospitality Services Department at the University of Central Florida’s Rosen College of Hospitality Management. He is the Editor-in-Chief of the International Journal of Contemporary Hospitality Management (IJCHM) and the Journal of Hospitality and Tourism Insights (JHTI). Dr. S. Mostafa Rasoolimanesh is an Associate Professor and Director of Centre for Research and Innovation in Tourism (CRiT), at the Faculty of Social Sciences and Leisure Management, Taylor's University, Malaysia.Dr. Shiva Jahani is a statistician at the University of Central Florida. She specializes in research methodology and advanced data analytics. She is a Graduate Faculty Scholar at University of Central Florida, including at the Rosen College of Hospitality Management. She is the Associate Methodology Editor for the Journal of Hospitality and Tourism Insights.

• Chapter 1. Introduction; S. Mostafa Rasoolimanesh, Shiva Jahani, and Fevzi OkumusChapter 2. A Critical View on Mixed-Method Approaches to Tourism and Hospitality Research; Dr Jaylan Azer, Prof Babak Taheri, and Dr Martin GannonChapter 3. An Exploratory Sequential Mixed Methods Design: A Research Design for Small Tourism Enterprises in Ghana; Elizabeth AgyeiwaahChapter 4. Systematic Review of Scale Development Practices in the Field of Tourism and Hospitality; Ali Bavik, Chen-Feng Kuo, and John ApChapter 5. Using Neuromarketing Tools in Hospitality and Tourism Research; Hakan Boz and Erdogan KocChapter 6. Using Archival Material in Tourism, Hospitality and Leisure Studies: Beauty and the Beast; Parisa Saadat Abadi Nasab, Neil Carr, and Trudie WaltersChapter 7. Tourism Online Reviews: Databases and Samples; Juan Pedro Mellinas and Eva Martin-FuentesChapter 8. Application of Text Mining Approaches in Hospitality and Tourism; Gozde Ozturk and Abdullah TanrisevdiChapter 9. Qualitative analysis of Social Media Historical Data: A case study of Twitter and Tourism Boycotts; Ismail Shaheer, Neil Carr, and Andrea InschChapter 10. Photo-Elicitation using Q-Method to Extract Group Sense of Place for a Marine Park in Borneo; Paulin Wong Poh Lin and Balvinder Kaur KlerChapter 11. Including the ‘voices’ of Animals in Tourism, Hospitality and Leisure Research; Giovanna BertellaChapter 12. Conclusion; Shiva Jahani, Fevzi Okumus, and S. Mostafa Rasoolimanesh