| Summary: | The dominant logic in conventional research methods involves collecting and analyzing data to rigorously test a deductive theory. In contrast, grounded theory posits constructing theory from data (Glaser & Strauss, 1967). This analysis demonstrates the application of McCracken's (1988) long interview method to collect data for grounded theory development. Both emic (self) and etic (researcher) interpretations of international visitor experiences uncover important insights on leisure travel decisions and tourist behavior. Long interviews of tourists visiting Hawaii's Big Island enable mapping and comparing visitors' plans, motivations, decisions, and consequences. The results demonstrate the complexity of visitors' travel decisions and behavior.
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