Yechale Mehiret Geremew, Carina Kleynhans

Complex interactions among human behaviour, organisational processes, and consumer experiences characterise the tourism and hospitality field. Traditional symmetrical research methods often impose rigid models and linear relationships, resulting in oversimplified conclusions that fail to capture the complexities of these domains. In contrast, fsQCA and NCA provide a more detailed framework for understanding these complexities. Thus, by integrating fsQCA’s configurational insights with NCA’s identification of necessary and sufficient conditions, this study demonstrates how these methodologies effectively bridge gaps in symmetrical qualitative and quantitative approaches. The fsQCA allows researchers to explore causal relationships among multiple configurations without rigid dichotomisation. This flexibility is particularly beneficial in this research field, where a variety of factors are examined. Conversely, NCA emphasises discovering sufficient and necessary conditions that should be met for specific outcomes to occur, providing clarity on the constraints within which these outcomes manifest. The study illustrates the synergistic application of fsQCA and NCA through a compelling case study, revealing a complex causal recipe that enhances understanding of the factors that lead to operational efficiency and sustainability in the hospitality industry. This dual methodological framework enables scholars and practitioners to get more in-depth insights into the complexities of the field and drive impactful practices.