Understanding a shifting methodology: A content analysis of the use of netnography in hospitality and tourism research

Abstract

Purpose

While netnography was established to study virtual communities from the traditional ethnography methodology, over time it has evolved and moved away from standard ethnographic practices. The modifications are especially prevalent in hospitality and tourism research because of the nature of experiential and service-based goods. This gap has created exciting new opportunities for researchers. As netnography has matured into its own methodology, it has provided the opportunity for researchers to use netnography techniques or more traditional techniques by following ethnography methodologies. This paper aims to analyze the differences between these two methodologies within hospitality and tourism literature enabling researchers to choose the methodology that is most suited for their project.

Design/methodology/approach

This study reviews netnographic research in hospitality and tourism and compares current uses of netnography against traditional ethnographic methodologies.

Findings

There are four major differentiating points between netnography and ethnography: online community definitions, data collection methodologies, ethics in research and data analysis techniques.

Practical implications

In comparing ethnography and netnography in hospitality and tourism research, this analysis provides a foundation to evaluate the best use and best practices for these two distinct qualitative methodologies in the field. The study also provides references to how other hospitality and tourism researchers have used netnography.

Originality/value

Ethnographic principles grounded in the foundation of anthropological doctrines are important and distinct from netnography. The ability to use the diverse tools in the qualitative methods toolbox will help hospitality and tourism researchers understand the transforming marketplace.

Citation

Whalen, E.A. (2018), "Understanding a shifting methodology: A content analysis of the use of netnography in hospitality and tourism research", International Journal of Contemporary Hospitality Management, Vol. 30 No. 11, pp. 3423-3441. https://doi.org/10.1108/IJCHM-08-2017-0536