网络民族志在旅游研究中的应用综述

Literature review on using netnography in tourism research

由于旅游研究的实地田野调查往往受时间、空间和成本等因素的限制,互联网与民族志相遇催生的网络民族志使旅游研究中的在线调查成为可能,因此也逐渐成为旅游研究的重要方法和关注热点。首先对从web of science核心集数据库中获取的网络民族志与旅游研究的相关论文进行总体态势分析;其次,通过逐篇研读和对文献的内容分析,总结出旅游者体验和目的地网络营销与价值创造这2个网络民族志的应用主题,其中,旅游者体验主题包括旅游体验动机、行为、真实性研究,目的地网络营销与价值创造主题包括对目的地营销组织及旅游企业的营销管理实践研究;最后,结合网络民族志的研究步骤从优势特点与局限应对来论述网络民族志是如何应用于旅游研究,并就网络民族志可进一步关注的研究主题和使用注意提出思考展望。

Netnography emerged from the encounter between ethnography and the Internet,making online fieldwork possible for tourism research.As a result,netnography has gradually become an important method and has attracted much attention from scholars in tourism research.Firstly,the research involves analyzing the general situation of relevant papers on netnography and tourism using the web of science core collection.Then,through reading and content analysis of the literature,two main themes of netnography application were identified:tourist experience and destination online marketing and value creation.The tourist experience involves research into motivation,behavior,and authenticity.Destination online marketing and Value Creation includes research into the social media marketing practices of destination marketing organizations(DMOs)and tourism enterprises.Finally,this study discusses the application of netnography to tourism research,considering its research steps,advantageous features,and limitations.It also proposes reflections on research themes and methodological uses that can be focused on netnography in future.