Multimodality in tourism and hospitality: A critical and narrative review
通过批判性叙事综述，提出了多模态数据分析方法论框架，探讨了多模态融合与分析有效性等关键问题，为旅游和酒店业利用多模态数据检验、扩展和发展理论提供了路线图。
Although multimodal data offers valuable insights for tourism and hospitality research and practice, it also poses significant theoretical and methodological challenges. Through a narrative and critical literature review, this research develops the multimodal data analytics methodological framework as a novel guiding principle to theoretically engage with multimodal data. The research identifies a number of critical issues to consider when approaching multimodal data, particularly multimodal fusion and analytical validity. It also highlights how multimodal data can be used to test, extend and develop theories in tourism, providing a roadmap for future research in pushing the boundaries of multimodal data in tourism and hospitality.