Investigating Hospitality Consumers Through Netnographic Methods

Abstract

The Internet is redefining the way in which researchers and consumers can access information on hospitality products and experiences. For example, a growing number of online communities (e.g., http://Tripadvisor.com) offer consumers the opportunity to view and participate in various forums and reviews of hospitality experiences around the world. This has created a rich source of information which researchers can tap into, via Internet-based methodologies, to deepen current understanding of the modern hospitality consumer. Thus, the Internet has become a viable (virtual) fieldwork site for hospitality and other research. However, net-based methods have not been fully embraced in hospitality research. In particular, attention is drawn in this chapter to netnography (online ethnography), a novel, Internet-based research methodology, which has rarely been employed in hospitality research. Further, it is suggested, researchers can complement traditional research techniques with netnography to create more rigorous methodologies.

Citation

Mkono, M. (2012), "Investigating Hospitality Consumers Through Netnographic Methods", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 8), Emerald Group Publishing Limited, Leeds, pp. 235-246. https://doi.org/10.1108/S1745-3542(2012)0000008016