Abstract
This exploratory article attempts to highlight some areas of tourism research which are believed to lack sufficient methodological sophistication. The origin of such research is outlined, together with the ambivalent attitudes displayed by practitioners and outsiders alike. By means of a four quadrant model, the interplay between theoretical awareness and methodological sophistication is explored, but only in one quadrant is sufficient balance said to be achieved. To substantiate these points, examples are drawn from tourism research and from a meta-analysis of articles featured in two leading journals. Theoretical awareness and methodological sophistication are then spelled out in more detail and are seen to coincide at the conceptualization stage of the research process. Contributions to this special issue of Annals are introduced and possible areas for further research are briefly examined.
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