From netnography to nethnography: An Anzac commemorative visitor trial
Document Type
Journal Article
Publication Title
Tourism Analysis
Publisher
Cognizant Communication Corporation
School
School of Business and Law
RAS ID
32101
Abstract
This project advocates the combination of ethnography with netnography to form a new qualitative method, nethnography. In doing so the authors engineer a synergistic blend of phenomenological praxis. Through the researcher’s lived experience (ethnography) enhanced empathy of virtual data (netnography) is possible. This is achieved by the systematic targeting of non-dyadic online data, which is then informed by the researcher’s own experience. Proponents improve both insight and transferability while claiming a reduction in researcher bias. The second part of this paper is an empirical trial of nethnography using commemorative data from the National Anzac Centre (NAC), Australia. Three unstructured data sets; two online and one in-situ were compiled and processed using the analytical software NVivo and Leximancer. Visitor experience at the NAC is then explored using a seminal consumer model as an interpretive lens. Through a process of latent thematic analysis three themes emerge related to experience co-creation. Firstly, evoking empathy through a focus on innocence. Secondly, enhancing visitor engagement through the conservative use of hero-worship. Thirdly, manipulating spatial perceptions by engineering a blend of symbolism and digital technology.
DOI
10.3727/108354220X15957939969805
Access Rights
metadata only record
Comments
MacCarthy, M., & Fanning, S. (2020). From netnography to nethnography: An Anzac commemorative experience trial. Tourism Analysis.