Hybrid fieldwork in tourism geography: reflections on digital and in-person methods in Arctic museum research

Abstract

In recent years, the distinction between physical and digital fieldwork in tourism studies has gradually faded. This shift is visible not only in tourism production and consumption, but also in the ways tourists interact with destinations and communities. Drawing on personal reflections and examples from my doctoral research, this discussion paper explores both the challenges and the potential of conducting research in digital spaces. I argue that digital fieldwork provides new opportunities for qualitative geographical research in tourism today. However, in most cases, it should be used to complement physical fieldwork, not to replace it. Based on empirical data collected in Finland and Iceland, I reflect on how digital methods such as online interviews, questionnaires and netnography can support fieldwork when access to physical sites is limited. At the same time, I argue that in situ engagement remains fundamental for understanding the relational and affective dimensions of place and of practicing reflexive, situated tourism 
geographies.