Literature review on using netnography in tourism research

Netnography emerged from the encounter between ethnography and the Internet, making online fieldwork possible for tourism research. As a result, netnography has gradually become an important method and has attracted much attention from scholars in tourism research. Firstly, the research involves analyzing the general situation of relevant papers on netnography and tourism using the web of science core collection. Then, through reading and content analysis of the literature, two main themes of netnography application were identified: tourist experience and destination online marketing and value creation. The tourist experience involves research into motivation, behavior, and authenticity. Destination online marketing and Value Creation includes research into the social media marketing practices of destination marketing organizations(DMOs)and tourism enterprises. Finally, this study discusses the application of netnography to tourism research, considering its research steps, advantageous features, and limitations. It also proposes reflections on research themes and methodological uses that can be focused on netnography in future.