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Tourism research is in the midst of a 'critical turn' away from traditional positivist approaches, towards more reflective and critical paths of inquiry. This paper introduces readers to Q-methodology, a method of research that tourism researchers rarely use and that can provide useful information in critical tourism research concerning the exploration and comparison of subjectivity. The paper presents the fundamentals of the approach and provides examples of its application in tourism and other areas that may directly interest tourism researchers. In so doing, the paper encourages and facilitates the use of Q-methodology amongst tourism researchers interested in enhancing the nature and richness of their methodological alternatives for developing tourism knowledge.

Responsible host conduct has emerged as important in regulating the peerto-peer accommodation phenomenon. Utilising moral identity theory, this paper explores how hosts draw on their own perceptions of morality and responsibility to inform hosting practice. Through a qualitative research approach, the study reveals a variance of host practices that are not necessarily reflective of the perceived moral identity of hosts. In particular, the paper exposes the moral questions that hosts need to answer at different phases of the peer-to-peer transaction and, especially, if and how they enact certain aspects of their moral identity to guide their behaviour. The study offers a typology of Airbnb hosts' (im)moral behaviour, which may be of theoretical and practical value to academics and policymakers alike.