CAJ | 학술논문

Web 2.0技术在全球的迅猛发展为网络与旅游的结合提供了重要的基础,并为现代旅游业开启了一个崭新的时代。人们的旅游搜索和分享方式都与互联网密切相关。该研究认为,互联网不仅为游客提供了信息搜索和分享的便捷平台,也为旅游学研究提供了良好的数据信息。如何深度挖掘和利用这些数据,并为旅游业的健康发展做贡献,成为旅游学研究面临的一个重要问题。在此背景下,文章重点介绍网络志研究方法。网络志是人类志在网络时代的应用,在智慧旅游的大背景下具有很强的用武之地。研究认为,网络志能有效帮助我们快速了解新兴的、变化的旅游市场,并做出相应的市场反应。文章结合旅游业的一个新兴现象＂间隔年＂,重点阐述网络志的实用操作步骤（包括前期准备、数据收集、数据解释以及成员检测）,并提出该方法在使用过程中所存在的问题以及改进建议。
Web 2.0기술재전구적신맹발전위망락여여유적결합제공료중요적기출,병위현대여유업개계료일개참신적시대。인문적여유수색화분향방식도여호련망밀절상관。해연구인위,호련망불부위유객제공료신식수색화분향적편첩평태,야위여유학연구제공료량호적수거신식。여하심도알굴화이용저사수거,병위여유업적건강발전주공헌,성위여유학연구면림적일개중요문제。재차배경하,문장중점개소망락지연구방법。망락지시인류지재망락시대적응용,재지혜여유적대배경하구유흔강적용무지지。연구인위,망락지능유효방조아문쾌속료해신흥적、변화적여유시장,병주출상응적시장반응。문장결합여유업적일개신흥현상＂간격년＂,중점천술망락지적실용조작보취（포괄전기준비、수거수집、수거해석이급성원검측）,병제출해방법재사용과정중소존재적문제이급개진건의。
In the web 2.0 era, social media play a critical role both in influencing tourists＇ destination choices and in communicating their holiday experiences, and they have considerably changed the way in which tourists search for and collaboratively produce information regarding tourism suppliers and tourism destinations. The spontaneous information generated by tourists, usually called user generated content, creates opportunities for social scientists to trace people＇s social activities and encounters on the Internet and through other technologically- mediated communications. In the social and digital environment, novel research methods to study how we think, feel and behave have been developed.One of these new methods is netnography, an adaptation of traditional ethnography. The aim of this paper is to explain, comment on and illustrate this technique with an example in the tourism field.In this study, it is argued that netonography, a naturalistic and unobtrusive methodology developed by Robert Kozinets, could play a critical role in enhancing our understanding of a） the rapidly changing tourist markets, b） growth of new markets, and c） culturally distinctive groups. This article introduces key methodological issues regarding netnography and reviews core advantages and disadvantages of this approach. It then outlines the practical steps to employ the method- entrée, data collection, data analysis, data interpretation, and member checks.As a methodologically oriented article, this study begins with a review of netnography, including its background, its notable features, and its current application to a range of topics. To enhance our understanding of the approach, a new tourist market was studied. The specific market was that of the emerging＂Gap Year＂undertaken by China＇s new generation. Specifically, this paper briefly reviews the context of the case- the emerging Chinese＂Gap Year＂phenomenon. It then employs netnographic analysis and examines two core questions about the Chinese gappers：（1） Who are they？ and（2） What are their motivations to be involved in this new activity？ The last section of this article discusses the insights about adopting netnography both derived from and beyond the case study. Issues arising from the case study for the application of netnography in tourism research were highlighted. They included the value of the detail inherent in the postings, the attendant ability to consider the material using conceptual schemes, the practicality of getting additional information, the need to fully address ethical concerns and the value of supplementary perspectives.In summary, this methodological article offers an example of the procedures of using netnography in a non- western culture within the tourism context. Insights from netnography for researchers and destination organizations are provided. Furthermore, a range of techniques to enhance the power of netnograhy at each stage are identified. The netnographic approach and its variations can be adopted in many areas of tourism studies and in multiple international contexts.