Using Netnography to Investigate Travel Blogging as Digital Work

Abstract

This chapter describes the method of netnography and illustrates the application of this online method to investigating the distributed, multi-modal, and mobile work of travel bloggers. It opens with a discussion of the emergence of travel blogging as a form of digital work which possesses nomadic qualities before moving on to a short discussion of the emergence of the method of netnography and its current developments. Following this, the author’s own use of the netnography method to investigate travel blogging is outlined with critical reflection on the advantages and challenges of the netnography method, both more widely and in relation to this research project in particular. The netnography method is critically appraised alongside a discussion of the ethical issues which must be taken into consideration when using the method. The conclusion outlines possible directions for the method’s future use.