Virtual vs Digital: Examples of Netnography and Digital Ethnography in Tourism Studies for a Comparison between Methods

Abstract

With this paper our goal is to formalize the main differences between the applications of ethnographic techniques when they are framed in Virtual or Digital Methods. To be more systematic in presenting these differences, a synoptic table is offered. This table examines the main breaking points between the methods and is used to organize a marked comparison between two tourism studies chosen as being representative; one for the ethnographic application of Virtual Methods, and one for the ethnographic application of Digital Methods. In addition to testing the effectiveness of the proposed classification scheme, the purpose of the comparison conducted between the two tourism studies is to highlight where the changes that have occurred can lead to advances in the method and where these changes have become new limits on which it is necessary to continue to reflect in order to develop the methods involved and place them clearly in line with the evolution of the digital scenario. Keywords: Virtual Methods, Digital Methods, Netnography, Digital Ethnography, Tourism Studies.

Ethnography and the digital scenario: a typological scheme of differences and evolutionary trajectories

“…The integration of the results obtained through the phases of immersion and investigation made inside and outside the (non) digital fields has been quite showed reasonable demonstrated as well as by a recent study made by Padricelli (2023) related to the longitudinal framing reconstruction of the Italian social movement No Tav. In this case, a proper netnographic application oriented to the study of digital self-constructions was made by the collective actors on social media during the last 10 years, and the researcher got more interesting results due to an ethnographic exploration by the interviews of activists.…”

“…The integration among the multiple combinations of practices concerning either exogenous or endogenous features of technologies is turned into the best research plan to apply due to the main object of the study and its related research questions. It is the case of the abovementioned study by Padricelli (2023) on the No Tav Movement. In this case, as shown in Figure 3, the researcher who had the purpose of reconstructing the digital expression of a social movement by the longitudinal reconstruction of their relationship with the digital scenario was supported by the research question oriented to understand how the narration of activists changed over time due to the evolution of technical opportunities and, on the other hand, to comprehend the adoption of digital media in the daily life of activists.…”

“…Consequently, the Internet revolution has profoundly impacted ethnography (Garcia et al, 2009 ) and more generally all methods of investigating cultural and social phenomena. The Internet has made it possible for any researcher to simultaneously access online information, actions, interactions, communities, and cultures located in different places, and then to designate several variations in the application of the method characterized by new advantages and limits concerning the relationship between the field and the researcher, the levels of intrusion, the research actions, and the techniques used (Padricelli et al, 2021 ).…”

“…Research actions and their relevant practices follow different paths in data gathering procedures, taking care of technologies and digital tools which can enable researchers to reach their purposes. As already assumed by Padricelli et al (2021), multiple turning points mark differences and exceptions in every kind of application practiced. Among them, it is enough to think about the relevance of the field notes to collect regardless of the kind of data used (digital, digitalized, etc.)…”

Analysis of Netnographic Methods on Account Activities on Social Media Actors

“…In the Netnography method, it encourages researchers to fully become part of either directly or indirectly with the research subjects. Researchers use computers and global internet networks as a means to collect data (Padricelli, Punziano, and Saracino, 2020). That is, the existing data is only obtained from interactions in internet forums, chat rooms, mailing lists, blogs, or internet virtual social networks under study.…”