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This chapter reports the third DSRM study (2010-2012), testing mobile ethnography across nine real-world cases: seven EU-funded tourism projects spanning diverse European destinations (v2.0) and two mega sports events: the 2012 Winter Youth Olympic Games and UEFA EURO 2012 (v2.1). Key advances include the introduction of the Touchpoint Matrix for comparative journey analysis. Findings confirm the method's validity and scalability while identifying persistent challenges around recruitment, technical reliability, and data fragmentation that shaped the subsequent iterations in Chapter 6.

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Study 3: Evaluation of Mobile Ethnography in Real-World Contexts

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  • 发表日期：

    2026年

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  • Marc Stickdorn

摘要

This chapter reports the third DSRM study (2010-2012), testing mobile ethnography across nine real-world cases: seven EU-funded tourism projects spanning diverse European destinations (v2.0) and two mega sports events: the 2012 Winter Youth Olympic Games and UEFA EURO 2012 (v2.1). Key advances include the introduction of the Touchpoint Matrix for comparative journey analysis. Findings confirm the method's validity and scalability while identifying persistent challenges around recruitment, technical reliability, and data fragmentation that shaped the subsequent iterations in Chapter 6.