Ma, Yue and Cai, Wenjie ORCID: https://orcid.org/0000-0002-1505-7240 (2023) Social media in ethnographic research: critical reflections on using WeChat in researching Chinese outbound tourists. Current Issues in Tourism. ISSN 1368-3500 (Print), 1747-7603 (Online) (doi:10.1080/13683500.2023.2175203)

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Abstract

This methodology paper aims to offer useful guidelines for adopting social media in ethnography by reflecting on the two authors’ fieldwork experiences of using WeChat to investigate Chinese outbound tourists. The paper suggests social media as an effective tool to support data collection and analysis in ethnographic studies. Particularly, it helps to establish rapport with informants, collects various forms of data, assists in gaining a holistic understanding of the travel experience, makes good use of the fragmented time of participants to collect data, and improves the researcher’s wellbeing and effectiveness during fieldwork. In addition, the paper highlights the importance of reflecting on the embedded culture while adopting social media in ethnographic fieldwork. Barriers and challenges to using social media in ethnographic fieldwork are also discussed. We propose six recommendations and suggestions for researchers who may consider using social media in ethnography.

Item Type:	Article
Uncontrolled Keywords:	WeChat; qualitative research; mobile ethnography; social media; reflexivity; Chinese outbound tourists
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce T Technology > T Technology (General)
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Tourism Research Centre Greenwich Business School > Tourism and Marketing Research Centre (TMRC)
Last Modified:	02 Dec 2024 16:13
URI:	http://gala.gre.ac.uk/id/eprint/38483

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