“…Grounded theory provides a robust methodology (Urquhart, 2013, Strauss and Corbin, 1990, Charmaz and Bryant, 2011 which draws on the principle that theory should emerge from the data gathered with an outcome that it is appropriate and suited to its uses because it is grounded in the data that created it. Although debate of the philosophical perspectives of grounded theory (Charmaz, 2006, Reed and Runquist, 2007, Starks and Brown Trinidad, 2007 as well as divergent opinions on its application exist (Glaser, 1999, Strauss andCorbin, 1994) this has not limited its use in examining disciplines including sport and tourism (Daengbuppha et al, 2006).…”