Chapter 6: Why and how to integrate the appreciative inquiry approach in tourism research: a new paradigm in the digital era of rural tourism

Abstract

Appreciative Inquiry (AI) has been developed to gain and build enduring relationships between communities and the tourism industry based on the simple assumption that every organisation or community has aspects that work well and that these strengths can be the starting point for creating positive change. The AI approach can also be used to facilitate positive developments within an organisation and that AI could be employed in the tourism industry