This research note uses a case study approach to illustrate when and how to apply thematic analysis as a tool to interpret empirical material in tourism research and suggests a variety of research contexts in which its use may be appropriate. The case study demonstrates the value of thematic analysis in understanding and unpacking a body of rich, descriptive media text (such as magazine articles, social media, and marketing material). This note also establishes that thematic analysis can be successfully used with visual material, taking intertextuality into account to facilitate a well-balanced interpretation of underlying cultural meanings. A further strength is the ability to produce graphic representations of the analysis, which then provide a suitable structure for discussing the findings. Using research carried out on second-home articles in a New Zealand magazine from 1936 to 2012 to illustrate the process, a step by step description of how to apply thematic analysis to written and visual text is provided. It also provides a set of criteria to ensure the trustworthiness of the research output, and as such is a valuable guide to carrying out a rigorous thematic analysis of texts in a variety of tourism research contexts.

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Purpose The importance of events for marginalised groups has largely been overlooked within tourism, hospitality and event studies. The purpose of this study is to address this gap, emphasising the positive outcomes of power relationships rather than the negative, which have traditionally been the focus in event studies. Design/methodology/approach The study investigated eight events for indigenous and ethnic minority groups, rural women, disabled people and seniors in Australia and New Zealand. Qualitative data was collected via participant observation, reflexive ethnography, semi-structured interviews and in-the-moment conversations. An inductive thematic approach was taken to data analysis. Findings Eight themes around notions of power and empowerment were identified during the analysis: providing a platform, giving/taking ownership, gaining confidence, empowering with/through knowledge, respect, pride and affirmation, freedom to “be” and resistance. These were then viewed through the lenses of social-structural and psychological empowerment, enabling a deeper understanding of power at/through events. Research limitations/implications The paper presents a framework for empowerment that enables event organisers to both understand and deliberately plan for the productive use of power, which can reaffirm important event aims, objectives and values. It can also be used by researchers as a framework through which to identify and assess the contributing elements of empowerment at events and by local government to guide policymaking around events. Originality/value This study is the first to highlight best practices for the positive use of power at events that “empowers” marginalised groups. Grounded in empowerment theory, the study offers a new lens to reframe notions of power and provides a theoretical framework that will be of value for both critical event studies researchers, event organisers and policymakers alike.