Elaborating on grounded theory in tourism research

Abstract Grounded theory method has been gaining momentum within qualitative tourism research. However, different versions of grounded theory exist, and tourism researchers rarely address this variety in their work. This article addresses this issue and engages with grounded theory’s core tenets, its epistemological and ontological underpinnings, and its contribution to theory building. We present an overview of grounded theory studies in tourism. In light of the trends in qualitative research towards a blurring of genres and creativity, we also suggest that Gilles Deleuze’s philosophy may take grounded theory researchers to new research territories. In our view, the constructivist orientation to grounded theory, impregnated with Deleuzian thinking, is seen as a methodological tool most capable of facilitating positive change.