You can manage bookmarks using lists, please log in to your user account for this.
Media type:
E-Article
Title:
Computer-assisted Webnography : A new approach to online reputation management in tourism
:
A new approach to online reputation management in tourism
Contributor:
Horster, Eric;
Gottschalk, Carsten
imprint:
SAGE Publications, 2012
Published in:Journal of Vacation Marketing
Language:
English
DOI:
10.1177/1356766712449369
ISSN:
1356-7667;
1479-1870
Origination:
Footnote:
Description:
<jats:p> Through social media applications, consumers are increasingly participating in information processes. When booking a journey, consumer opinions exchanged via modern media shape the reputation of enterprises like travel agencies and thus have a major impact on the decision to book a journey. Online market research is regarded as a crucial tool to steer these online discourses, with the emphasis on quantitative analyses. However, looking at the Web as a social forum can provide additional insights. Taking user-generated data has the advantage that it is collected within a natural setting. Webnography is an attempt to capture this information in a systematic way. Therefore, in this article, Computer-Assisted Webnography is presented as an innovative control method. It is based on the practical modification of ethnographic methods. Computer-Assisted Webnography is meant to combine quantitative and qualitative methods and merges both the approaches on a virtual working platform, so that the semiotic codes of any given target group can be extracted efficiently and precisely. The results shall be used to create individual reputation management strategies. </jats:p>