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Destination Buzzers: Netnographying Digital Nomads

Author

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  • Ioulia Poulaki

    (Department of Business Administration, University of the Aegean, 82132 Chios, Greece)

  • Eirini Vlassi

    (Department of Tourism Economics and Management, University of the Aegean, 82132 Chios, Greece)

  • Eleni Mavragani

    (Department of Accounting and Finance, University of Macedonia, 54636 Thessaloniki, Greece)

  • Eleftheria Chatzimichali

    (Tourism Business Administration Postgraduate Program, Neapolis University Pafos, 8042 Pafos, Cyprus)

  • Andreas Papatheodorou

    (Department of Tourism Economics and Management, University of the Aegean, 82132 Chios, Greece)

Abstract

A new way of life and work—digital nomadism—is increasingly appealing to a growing global workforce, while many destinations are beginning to view this form of tourism not only as an economic opportunity but also as a strategic tool for mitigating seasonality and promoting sustainable destination development. This paper aims to identify the key criteria that digital nomads consider when selecting a temporary residence base, contributing to the growing body of research on digital nomadism by analysing the relative impact of various factors influencing destination choice. The originality of this study lies in its mixed-method approach, which combines secondary and primary data through a netnographic analysis of online communities and semi-structured interviews with digital nomads. Findings from the secondary data highlight the cost of living, internet quality, and lifestyle offerings of a destination as the most influential factors in nomadic decision-making. Additionally, primary data further illustrate the hierarchy of digital nomads’ needs and preferences, which are classified and prioritised based on Maslow’s hierarchy of needs. These insights carry significant implications for destination managers and tourism stakeholders. Understanding and responding to the evolving expectations of digital nomads can help destinations not only attract this emerging market segment but also design policies and infrastructure that align with principles of sustainable tourism.

Suggested Citation

  • Ioulia Poulaki & Eirini Vlassi & Eleni Mavragani & Eleftheria Chatzimichali & Andreas Papatheodorou, 2025. "Destination Buzzers: Netnographying Digital Nomads," Tourism and Hospitality, MDPI, vol. 6(2), pages 1-29, May.
    • Handle: RePEc:gam:jtourh:v:6:y:2025:i:2:p:81-:d:1654779
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    References listed on IDEAS

    as
    1. Kozinets, Robert V., 1999. "E-tribalized marketing?: the strategic implications of virtual communities of consumption," European Management Journal, Elsevier, vol. 17(3), pages 252-264, June.
    2. Fabiola Mancinelli, 2020. "Digital nomads: freedom, responsibility and the neoliberal order," Information Technology & Tourism, Springer, vol. 22(3), pages 417-437, September.
    3. Ioulia Poulaki & Eleni Mavragani & Alexandra Kaziani & Eleftheria Chatzimichali, 2023. "Digital Nomads: Advances in Hospitality and Destination Attractiveness," Tourism and Hospitality, MDPI, vol. 4(3), pages 1-16, September.
    4. Ricarda B. Bouncken & Andreas J. Reuschl, 2018. "Coworking-spaces: how a phenomenon of the sharing economy builds a novel trend for the workplace and for entrepreneurship," Review of Managerial Science, Springer, vol. 12(1), pages 317-334, January.
    5. Dave Cook, 2020. "The freedom trap: digital nomads and the use of disciplining practices to manage work/leisure boundaries," Information Technology & Tourism, Springer, vol. 22(3), pages 355-390, September.
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