Champing—A Netnography Analysis

This research examines Champing, a new niche tourism phenomenon, enjoyed by over 10,000 people, that until now has not been examined in academic literature. The study analyses how Champing markets itself and is perceived by users to evaluate its proposition and its possible categorization as a form of camping and staycation. The research also explores Champing’s potential to contribute to more authentic and experiential forms of tourism and a possible solution to the challenges of overtourism. A netnographic approach was adopted, combining content analysis from the Champing website with thematic analysis of over 142 ‘Champers’ reviews of their Champing experience. The website content and thematic analysis highlights how Champing is promoted through heritage narratives, minimalist facilities, and links to local cultural and natural attractions through three core themes: Peaceful, Explore, and Novel and New. Findings position Champing as a niche tourism product that extends the camping and staycation portfolio. Analysis highlights how Champing aligns with policy objectives of local economies and heritage and as an option to mitigate against overtourism and foster experiential travel. This paper provides the first empirical analysis of Champing and extends research on camping and staycations; and it demonstrates the value of Netnography to tourism practices research.