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Ying Xu and Paul J. Gollan

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Ying Xu and Paul J. Gollan

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Jing (Bill) Xu and Mao-Ying Wu

The study in this chapter, using bibliometric analysis, assesses all the tourism journal publications that used netnography in 2005_2015. Netnography is found to be suitable and insightful for studying emerging or niche markets. The role of researchers and the ethical issues required during a netnographic study are specially discussed.

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Paul J. Gollan, Glenn Patmore and Ying Xu