E-Tourism Research, Cultural Understanding, and Netnography
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 mo
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Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A brief history: evolving definitions of netnography for evolving social technologies . . . . . . . Understanding Netnography Today . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Comparing Big Data and Netnography Approaches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . E-Tourism and Netnography: a Natural Fit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Applying Netnography to E-Tourism Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Concluding Thoughts About Netnography and E-Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cross-References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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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
R. V. Kozinets () Jayne and Hans Hufschmid Professor of Strategic Public Relations and Business Communication, Annenberg School for Communication and Journalism and Marshall School of Business at the University of Southern California, Los Angeles, CA, USA e-mail: [email protected] © Springer Nature Switzerland AG 2020 Z. Xiang et al. (eds.), Handbook of e-Tourism, https://doi.org/10.1007/978-3-030-05324-6_43-1
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Robert V. Kozinets
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.
Keywords Ethnography · E-tourism · Netnography · Online community · Online reviews · Qualitative research · Social media · Smart tourism · Word of mouth
Introduction The fields of e-tourism and smart tourism collect, aggregate, analyze, and harness data that derives from sources such as the social connections of social media, as well as various other sources (Gretzel et al. 201
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