A qualitative research approach is suitable when the purpose of a study is to explore a phenomenon,
the studied area is complex, and detailed descriptions are of interest (Connell &
Lowe, 1997; Maxwell, 1996). A telephone interview method was used to collect data from the
13 project leaders involved in tourism development in the district of Ostrobothnia in Finland1.
Sustainable tourism is a complex area and can be discussed on different levels. An open-ended
interview guide was therefore used. Colwell (1990) stresses the importance of creating a
friendly and relaxed interview situation, of thinking analytically during the interview phase,
and of being a good listener. All project leaders were willing to participate after having been
informed of essential parts of our research project. Before the interviews began, it was explained
to the project leaders that the interviews would take about 45 minutes to complete.
No definition of STD was given in advance to the respondents. They chose to focus on the
environmental dimension in this interview. The interviews were tape-recorded and transcribed
for analysis (Ericsson & Simon, 1984).