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Netnography and Its Potential for Studies in Tourism and Hospitality

Irina Valerie Gewinner (Leibniz Universit├Ąt Hannover, Germany)

Cutting Edge Research Methods in Hospitality and Tourism

ISBN: 978-1-80455-064-9, eISBN: 978-1-80455-063-2

Publication date: 25 January 2023


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.



Gewinner, I.V. (2023), "Netnography and Its Potential for Studies in Tourism and Hospitality", Okumus, F., Rasoolimanesh, S.M. and Jahani, S. (Ed.) Cutting Edge Research Methods in Hospitality and Tourism, Emerald Publishing Limited, Leeds, pp. 173-196.



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