Classic Grounded Theory; description of generating Gravity Center of Iranian Health Tourism Brand Identity Theory

Abstract

Over the last decade, Iranian scientific society has used qualitative research methods such as grounded theory widely in management science studies and has utilized it as an effective method. Differences between two founders of this method resulted into different methods: Classic Grounded Theory (CGT) and Straussian Grounded Theory. However, despite great advantages of Classic Grounded Theory (CGT), it is ignored by Iranian researchers. This article describes an example of doing Classic Grounded Theory (CGT) through conducting a PhD dissertation. Consequently, this paper provides detailed guidelines of Classic Grounded Theory (CGT) steps and presents how a grounded theory was generated named gravity center of Iranian health tourism brand identity.

Keywords

• brand identity
• classic grounded theory
• glaser
• Health tourism