4. Methodology: Identifying the Theoretical Framework of COCA

To develop the COCA framework, it is advisable to start by identifying methods used in similar contexts, in order to save time, to integrate any lessons learned into the COCA framework and to avoid repeating past mistakes. In general, it is not necessary for researchers to reinvent the wheel, or as Lew puts it: “research produced by others using the same or similar conceptual frameworks can be borrowed, adapted, and applied to the new research project” (2011, p. 32). With this in mind, it is the aim of this chapter to identify (or, to use Lew’s word, to “borrow”) past concepts, examples and research methods that are relevant to the COCA framework, including any of the following: (1) Community research; (2) Research on cultures in general, or on organisational culture (in the hospitality sector) specifically; (3) Tourism research; (4) Cross-cultural research; (5) Short-cut or rapid qualitative methodologies; (6) Approaches that involve elements of local community participation: or (7) Approaches that involve elements of flexibility and creativity (as COCA includes idiosyncratic elements). All of these areas of research are connected to and interrelated with the research topic at hand, namely an assessment or appraisal of the different organisational cultures in the hospitality sector and local communities in developing countries. Thus, the main aim of this chapter is to identify knowledge and learning already in existence, consistent with the list above, to use as a basis for developing the COCA framework (see Chap. 5).