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Psychoanalysis has profoundly influenced those social theories that inform qualitative methodology in human geography. Yet many geographers are skeptical about the value and viability of psychoanalytic methodology because of its alleged reductionist causal explanations and relativistic interpretations of data. Drawing on the work of Slavoj Zizek, which affirms Jacques Lacan's undermining of the dualism of causality versus sense, this article illustrates the potential value of Lacanian psychoanalysis as a qualitative methodology in geography. Using a methodological case study from my research on Jamaican tourism, I illustrate how we can locate a Lacanian understanding of the drives in the interactions between tourists and hotel workers. In so doing, the article provides new insights into the enduring allures of tourism's commodity-form by focusing on how the object petit a—a chimerical object that incites desire and an unattainable object that the drives encircle—takes place in customer service and entertainment activities. [ABSTRACT FROM AUTHOR]