RESEARCH DIVERSITY AND TOURISM: AN OPEN AND DISTANCE HIGHER EDUCATION PERSPECTIVE

ABSTRACT

This paper aimed to examine research diversity and tourism from a higher education perspective. This paper specifically analyzed potential sources of research diversity and tourism knowledge in higher education in the context of an Open and Distance Learning (ODL) institution. The methodology deployed involved desktop review, content analysis, and descriptive statistics. Key findings showed that most masters’ dissertations were conducted in Arusha while Doctor of Philosophy (Ph.D.) theses were conducted in Zanzibar. Most dissertations and theses used mixed methods, while most topics were related to services and promotion, respectively. The practical implication is for ODL decision-makers to encourage research in other regions and new topic areas. Additionally, Ph.D. theses should expand to explore trending promotion topics related to e-learning in tourism, digital marketing, and artificial intelligence that can act as a tourism recovery option in the post-COVID-19 pandemic. This study concludes that location and mixed methods are potential sources of research diversity about tourism knowledge on services and promotion.