Details
| Original language | English |
|---|---|
| Title of host publication | Cutting Edge Research Methods in Hospitality and Tourism |
| Publisher | Emerald Group Publishing Ltd. |
| Pages | 173-196 |
| Number of pages | 24 |
| ISBN (electronic) | 9781804550632 |
| ISBN (print) | 9781804550649 |
| Publication status | Published - 25 Jan 2023 |
Abstract
While quantitative survey design represents a default research method in the field of hospitality and tourism, qualitative approaches remain largely sidelined. This is particularly true for netnography, a novel method of scientific enquiry that targets the online interactions of various actors. The present chapter seeks to introduce the netnographic approach, outline its implementation in hospitality and tourism, as well as demarcate it from other methods, such as survey, text mining and content analysis. By giving an overview of recent studies employing netnography, the chapter demonstrates applied examples of ethnographic research online, presents a cross-cultural study on disappointing travel experiences and suggests further research avenues, such as cross-cultural investigation. It concludes by discussing strengths and weaknesses of the netnographic approach. The value of this chapter lies in its reflection of state-of-the-art research in hospitality and tourism based on netnography and the proposition of further directions of research.
Keywords
- Applications of netnography, Cross-cultural differences and similarities, Expectations, Facebook, Memorable city disappointments, Netnographic approach, Online interactions
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)
- Business, Management and Accounting(all)
- General Business,Management and Accounting
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Cutting Edge Research Methods in Hospitality and Tourism. Emerald Group Publishing Ltd., 2023. p. 173-196.
Research output: Chapter in book/report/conference proceeding › Contribution to book/anthology › Research › peer review
}
TY - CHAP
T1 - Netnography and its potential for studies in tourism and hospitality
AU - Gewinner, Irina Valerie
PY - 2023/1/25
Y1 - 2023/1/25
N2 - While quantitative survey design represents a default research method in the field of hospitality and tourism, qualitative approaches remain largely sidelined. This is particularly true for netnography, a novel method of scientific enquiry that targets the online interactions of various actors. The present chapter seeks to introduce the netnographic approach, outline its implementation in hospitality and tourism, as well as demarcate it from other methods, such as survey, text mining and content analysis. By giving an overview of recent studies employing netnography, the chapter demonstrates applied examples of ethnographic research online, presents a cross-cultural study on disappointing travel experiences and suggests further research avenues, such as cross-cultural investigation. It concludes by discussing strengths and weaknesses of the netnographic approach. The value of this chapter lies in its reflection of state-of-the-art research in hospitality and tourism based on netnography and the proposition of further directions of research.
AB - While quantitative survey design represents a default research method in the field of hospitality and tourism, qualitative approaches remain largely sidelined. This is particularly true for netnography, a novel method of scientific enquiry that targets the online interactions of various actors. The present chapter seeks to introduce the netnographic approach, outline its implementation in hospitality and tourism, as well as demarcate it from other methods, such as survey, text mining and content analysis. By giving an overview of recent studies employing netnography, the chapter demonstrates applied examples of ethnographic research online, presents a cross-cultural study on disappointing travel experiences and suggests further research avenues, such as cross-cultural investigation. It concludes by discussing strengths and weaknesses of the netnographic approach. The value of this chapter lies in its reflection of state-of-the-art research in hospitality and tourism based on netnography and the proposition of further directions of research.
KW - Applications of netnography
KW - Cross-cultural differences and similarities
KW - Expectations
KW - Facebook
KW - Memorable city disappointments
KW - Netnographic approach
KW - Online interactions
UR - http://www.scopus.com/inward/record.url?scp=85153560391&partnerID=8YFLogxK
U2 - 10.1108/978-1-80455-063-220231011
DO - 10.1108/978-1-80455-063-220231011
M3 - Contribution to book/anthology
AN - SCOPUS:85153560391
SN - 9781804550649
SP - 173
EP - 196
BT - Cutting Edge Research Methods in Hospitality and Tourism
PB - Emerald Group Publishing Ltd.
ER -