Chapter 13: Ethnography Explained: Toward Conducting, Analyzing, and Writing an Ethnographic Narrative

Throughout this chapter you will be exposed to the meaning and types of ethnographic research. An emphasis will be made on the use of ethnography in hospitality and tourism settings. Variations of ethnography such as netnography, chrono ethnography, and ethnographic interviews are explained along with their benefits and drawbacks. This chapter includes guidance on how to conduct an ethnography including the scope and context, length of the project, access to and selection of informants, position of the researcher, issues of concealment or disclosure, and the language used to write the ethnographic narrative. Furthermore, you will be exposed to some of the principal forms of analysis in ethnography including thematic, domain, taxonomic, componential, sociograms, and typologies. Finally, this chapter provides examples of some of the main decisions involved by a researcher engaged in ethnographic inquiry.