To enhance students' capabilities in qualitative research and their academic writing standards, the Faculty of International Tourism and

Management (FITM) at City University Macau held an academic lecture titled“Qualitative Research in Tourism: Methods, Tools, and

High-Quality Paper Publication”on November 20th. The event specially invited Associate Professor Sun Jiaojiao from the Tourism College of Shanghai Normal University as the keynote speaker.

Master's Program Director Esther Kou Iok Teng presented Associate Professor Sun with a certificate of appreciation and a commemorative gift

Prof. Sun systematically introduced the application of qualitative research methods in tourism studies. This covered understanding basic

theories, methods for collecting diverse data types, and techniques for processing various materials including text, images, videos, memes,

and audio. Using rich case studies and engaging language, Prof. Sun guided students into the multi-sensory world of tourism research,

stimulating their sensitivity and creativity towards qualitative inquiry.

The scene of Associate Professor Sun Jiaojiao's lecture

The students listened attentively and studied carefully

During the lecture, Prof. Sun also introduced the basic operations of qualitative data analysis software such as MAXQDA and NVivo. By

integrating practical research examples, she demonstrated step-by-step how to progress from data organization to writing an academic

paper that meets SSCI standards, achieving a practical “learn-by-doing” effect where knowledge could be immediately applied to writing.

In the interactive session, students actively asked questions, creating a lively atmosphere. Drawing on her professional expertise, Prof. Sun

addressed each student's query. This not only resolved specific methodological confusion but also ignited their passion for academic

exploration. This lecture provided students with a valuable learning opportunity, aiming to help them gain a more comprehensive

understanding of the in-depth application of qualitative research methods within the tourism discipline. In the future, FITM will host more

high-quality academic events to empower students' academic growth and foster the production of high-level scholarly outputs.

Associate Professor Sun Jiaojiao answers students' questions

Written By | Yu Xiaoxiao

Edited by | Wang Yaqi

Reviewed by | Esther Kou Iok Teng

All rights reserved by FITM City University of Macau

Contact: fitminfo@cityu.edu.mo