Applying Autoetnography and Netnography to Investigate Issues with Technology in Tourism Settings

This case study combines the use of autoethnography and netnography research methods to examine issues with technology in four tourism settings—a theme park in Den Haag, an accommodation in Vienna, a city tour in Innsbruck, and public transport in Madrid. Autoethnography highlights personal experiences and reflexivity when gaining information in the four tourism cases. Data were collected through personal observation and documentation including memos, notes, and photographs. The autoethnography account is supported with netnography to explore visitors’ perspectives regarding those four research sites as discussed in the public online forums. Three online travel platforms, TripAdvisor, Booking.com, and Expedia.com, were selected as the sources of data for the netnography. The aim is for readers to gain insight into autoethnography and netnography research practices and be able to employ the techniques of these methods in their own research.

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SAGE Research Methods

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9781529680799

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