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The digital nomad gaze: Ethnographic insights from Chiang Mai

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  • Cook, Dave
  • Hannonen, Olga

Abstract

This ethnographic study explores how digital nomads' engagement with a destination reshapes the traditional tourist gaze. This study uses Chiang Mai, Thailand, as a research case, through ethnographic observations and interviews with digital nomads and locals. The results show that the digital nomads' way of gazing includes the perception and anticipation of a destination as work- and productivity-friendly with required infrastructure, likeminded community with an exotic locale as a background and potential for recreational cultural activities. The study uncovers the paradox of the digital nomad gaze—although digital nomads seek deeper cultural involvement, their focus on productivity often hinders genuine engagement with the local environment.

Suggested Citation

  • Cook, Dave & Hannonen, Olga, 2026. "The digital nomad gaze: Ethnographic insights from Chiang Mai," Annals of Tourism Research, Elsevier, vol. 116(C).
    • Handle: RePEc:eee:anture:v:116:y:2026:i:c:s0160738325001720
    DOI: 10.1016/j.annals.2025.104066
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    References listed on IDEAS

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