At 14:30 November 26th, the 19th Business Academic Forum was held as scheduled in the conference room 366 of the department building. The keynote speakers of this forum were associate professors Miao Xueling and Zhang Aiheng of the School of Business. First of all, associate professor Miao Xueling gave the keynote speech on “Reflection on the Application of Grounded Theory in Domestic Tourism Research”. Through a detailed explanation of the rise and development of grounded theory, associate professor Miao Xueling showed the core features of grounded theory to the teachers and students, and emphasized the importance of theoretical coding during the process of taking root. Then, associate professor Zhang Aiheng gave a keynote speech themed "Feeling and Reflection: Autoethnography as a Research Method”. Autoethnography, a kind of reflective qualitative research method, can probe into the relationship between individuals and culture from the internal perspective, and is also a writing method to examine the cultural significance by putting the self in the context of social culture. After sharing, teachers and students also had a face-to-face discussion and exchange on the issues related to qualitative research. The teachers all hope that in the future, qualitative research and education will be paid more attention in postgraduate education to improve students’ logical thinking and enhance their humanistic quality.

On-site Discussion and Communication