Building “causal realism” in experimental studies within hospitality and tourism

Purpose The purpose of this paper is to discuss the current status of experimental research within hospitality and tourism. This paper further aims to develop practical ideas for enhancing the adoption of a cause and effect mindset in researchers. Design/methodology/approach A mini-review of the level of experimental designs and best-practice ideas published by the top 12 journals in hospitality and tourism over a five-year period was conducted. Findings Although the absolute number of experimental studies is growing, the ratio of experimental studies to overall publications remains low at 6.4%. To increase the take-up of experimental design, a broader typology of field experiments is presented. Practical steps to increase causal reality are provided under the categories of purpose; scenario development; scenario testing; and sample characteristics. Research limitations/implications The methodological advances suggested in this paper can contribute to more robust theory development and testing. The recommendations offer guidance to a new generation of researchers seeking to add causal value to their studies, researchers collaborating with scholars from other discipline areas and hospitality managers seeking stronger evidence of cause and effect. Originality/value This paper identifies key obstacles to the take-up of experimental design and the contemporary status of experimental design. A novel typology of five experimental designs that distinguish the difference between experimental and correlational designs in terms of explanatory power is presented, together with a comprehensive list of best practice suggestions to increase causal reality in scenario design.