The application of netnography in tourism studies

A multisensory phenomenology of interrail mobilities

“…In order to access the nuances of the impressionistic tales, the analysis also draws on netnography, which remains an underutilized method in tourism research (Mkono & Markwell 2014).…”

An existentialist exploration of tourism sustainability: backpackers fleeing and finding themselves

“…The evolution of online communication enhances the dynamism of online interactions and creates new and exciting possibilities for Internet-based research including netnography (Mkono, Ruhanen, & Markwell, 2015). Noted is the candour and richness of online communities where there is potentially a dynamic repository of individuals' unprompted experiences and reflections individuals consider important (Mkono & Markwell, 2014). The netnographic approach provides a pragmatic and efficient tactic to obtaining and working with online data and works well as an exploratory approach, assessing newly emerging novel phenomenon (Wu & Pearce, 2014).…”

“…Netnography is a novel adaptation of traditional ethnography for the Internet as a virtual fieldwork site (Kozinets, 2006). This takes advantage of the changing virtual landscape of tourism and rapidly growing participation in online communities (Mkono & Markwell, 2014). The evolution of online communication enhances the dynamism of online interactions and creates new and exciting possibilities for Internet-based research including netnography (Mkono, Ruhanen, & Markwell, 2015).…”

Qualitative interpretive mobile ethnography

“…However, within mobile ethnography, researchers usually adopt interpretive research epistemology, and become more involved. Whilst practising interpretive qualitative mobile ethnography, the researcher may include own reflections and interpretations of situations, relationships, and structures -and how these unfold in mobile unbounded settings (Mkono & Markwell, 2014;Van Maanen, 1979). Instead of an objective realistic depiction of reality, researchers advance theory and "theoretical contributions are made by adding to the diversity of interpretations, offering new angles or perspectives, and communicating the sense of 'being there'" (Hein et al, 2011, p. 262).…”

“…As mobile devices have become omnipresent (Kesselring, 2015), they provide easy access to capture, create, store and share data. Mobile devices support explorations of relational situations, social phenomena within relationships, and social structures in unbounded settings (Mkono & Markwell, 2014) and assist ethnographers "to observe the forms in which people do things together in repeated ways" (Van Maanen, 1979, p. 102).…”