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E-Tourism Research, Cultural Understanding, and Netnography

In: Handbook of e-Tourism

Author

Listed:
  • Robert V. Kozinets

    (Annenberg School for Communication and Journalism and Marshall School of Business at the University of Southern California)

Abstract

For well over a decade, e-tourism researchers have been using netnography. Yet despite this use, netnography has thus far been under-utilized. Big data methods still predominate as a way to understand social media content, obscuring the potential for a more humanistic and meaning-rich understanding. This chapter is about netnography, a way to research social media that is flexible, contextualized, and enthusiastically agnostic about the type of data. Netnography has been developed as a way to study social media that maintains the cultural complexities of people’s experiences. This chapter introduces the reader to the rigorous practice of netnography as it exists today. Then, it contrasts netnographic methods and insights with those provided by big data analysis approaches. Finally, it uses examples and illustration to explore key territories and implications of netnographic research to the understanding sought by e-tourism researchers, including electronic word of mouth, online reviews, online communities, selfies, and other travel and tourism-related phenomena.

Suggested Citation

  • Robert V. Kozinets, 2022. "E-Tourism Research, Cultural Understanding, and Netnography," Springer Books, in: Zheng Xiang & Matthias Fuchs & Ulrike Gretzel & Wolfram Höpken (ed.), Handbook of e-Tourism, chapter 31, pages 737-752, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-48652-5_43
    DOI: 10.1007/978-3-030-48652-5_43
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