The study thus adds to the conversation on what creates value in the climbing experience and how this fluctuates throughout the climbing experience. The results highlight that conceptualisations of value vary with experiential style. Interviews with climbers revealed that multiple aspects of the climbing experience are valued, including efficiency, play, excellence, aesthetics, status, emotion, esteem and authenticity. The aim of this study is to understand how the perceived value of the climbing experience differs within the climbing community. Nature-based adventure experiences constitute a significant segment of the tourism industry and understanding consumers’ conceptualisations of value is crucial. Keywords: Netnography, Ethnography, Service research, Internet research, Qualitative research, Method. This paper is the first to encourage and support service researchers in their use of this method, and aims to stimulate interesting future netnographic service research. Originality/value – Netnography has been put to limited use in service research, despite many promising applications in this field. This paper provides guidelines for service managers who want to use netnography as a market research tool. Practical implications – Netnographic research can help service firms with, for example, service innovation, advertising, and environmental scanning. Research limitations/implications – This paper shows that netnography can offer service researchers unprecedented opportunities to access naturalistic online data about customers and, hence, why it is an important method for future service research. Based on the analysis of existing netnography literature, empirical, theoretical, and methodological recommendations for future netnographic service research are presented. This paper reviews how netnography can help service researchers and practitioners better utilize such data.ĭesign/methodology/approach – A systematic review and analysis were conducted of 321 netnography studies published in marketing journals between 19.įindings – The systematic review revealed that netnography has been applied in a variety of ways across different marketing fields and topics. Online customer information creates new opportunities for designing personalized and high-quality service. Today, customers are increasingly active online, and valuable information about their opinions, experiences, and behaviours can be retrieved from a variety of online platforms. Purpose – Understanding customers is critical for service researchers and practitioners.

Into the wilderness shark