The evolution of the web and netnography in tourism: A systematic review

Rokhshad Tavakoli*, Sarah N.R. Wijesinghe

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review

91 Citations (Scopus)


Despite recognition of an ever-growing number of Web users, there have been few attempts made to design new empirical material collection methods using various online platforms. Netnography is among the online qualitative methods to have received the least attention from tourism scholars. This systematic review gives an overview of the current gap in netnography studies in tourism that have been published in different disciplines. The findings of this study reveal that the majority of authors conduct their research on Web 2.0. Discussion of the current Web platforms in tourism and possible opportunities for conducting netnography studies are further considered. The contribution of this study is twofold. Firstly, it expands our knowledge of using information technology in tourism to conduct online studies in a general sense. Secondly, it increases our understanding of specific new methods for conducting netnographic studies.

Original languageEnglish
Pages (from-to)48-55
Number of pages8
JournalTourism Management Perspectives
Publication statusPublished - Jan 2019
Externally publishedYes


  • Netnography in tourism
  • Online ethnography
  • Online research methods
  • Systematic review
  • Tourism and evolution of the Web
  • Virtual ethnography
  • Web research

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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