Examines how research tools affect theory advances in culture and tourism research. This title includes papers that focus on how to gain meaning from data to thus look at how streams of antecedent conditions result in tourism behavior.

List of Contributors. EDITORIAL BOARD. Preface. Cultural psyche and cross-cultural research methods. Brand image, equity, and sports sponsorship. Using an ethnographic approach to understand the adjustment journey of international students at a university in England. How consumption values affect destination image formation. Morphology of a hotel tradition: The guest questionnaire. How unconscious needs influence traveler's interpretations and preferences of alternative tours and hotels. Advances in culture, tourism and hospitality research. Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research. Copyright page.