Huang xiaoxiaArticle: Using netnography research method to reveal the underlying dimensions of the customer/tourist experience This study aims to examine the concept of customer experience in the tourist industry by using netnography research method. Customer experience is deﬁned as the internal and subjective response that customers have of any direct or indirect contact with a company. The origin of “customer experience” is the book, Experience Economy. The authors claimed that experiences are the new economic offerings. However, there is no agreement about what constitutes customer experience. Therefore, this qualitative study aims to address the question of what are the dimensions customer experience as a domain specific construct. The researchers started from two approaches, deductive and inductive. In a deductive approach, the researcher begins with an abstract, logical relationship among concepts, and then moves towards concrete empirical evidence (Neuman, 2003, p. 51). Meanwhile, in the inductive approach the researcher begins with detailed observations of the world and moves towards more abstract generalizations and ideas (Neuman, 2003, p. 51). With respect to the current study, the researcher followed the Creswell model in order to illustrate the research design. There are four sets of assumptions concerning the knowledge claims; post-positivism, constructivism, advocacy/participatory, and pragmatism (Creswell, 2003). .However, most ongoing social research is based on two major approaches, positivism and interpretivism. Positivism is the oldest and most widely used approach. It is broadly deﬁned as the approach of natural sciences. In contrast to positivism, interpretive researchers see that the goal of social research is to develop an understanding of social life and discover how people construct meaning in natural settings (Neuman, 2003). A theoretical contribution of this study is the netnography method (Kozinets, 1997, 1998, 2001, 2002)...
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