NETNOGRÁFIA ALKALMAZÁSA A TURIZMUSKUTATÁSBAN
APPLICATION OF NETNOGRAPHY IN TOURISM RESEARCH

Summary/Abstract: With the constant development of technological and online communication tools, the need to process the huge amount of data created by customers has made the adaption of research solutions necessary. Accordingly, traditional observation methods, such as the ethnography, have been converted into online platforms. There can be distinguished many types of observational techniques in the literature, however defining and using netnography correctly does not seem to be easy for professionals. We can face many different – sometimes wrong – definitions (KOZINETS 2015). In our summary we make an attempt to clarify and define the methodological framework of netnograhy, as well as to highlight its potential in tourism research.

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