NETNOGRÁFIA ALKALMAZÁSA A TURIZMUSKUTATÁSBAN

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.