| A netnographic examination of constructive authenticity in Victoria Falls tourist (restaurant) experiences M Mkono International journal of hospitality management 31 (2), 387-394, 2012 | 263 | 2012 |
| The application of netnography in tourism studies. M Mkono, K Markwell | 246 | 2014 |
| Not such smart tourism? The concept of e-lienation J Tribe, M Mkono Annals of Tourism Research 66, 105-115, 2017 | 241 | 2017 |
| Beyond reviewing: Uncovering the multiple roles of tourism social media users M Mkono, J Tribe Journal of travel research 56 (3), 287-298, 2017 | 214 | 2017 |
| The othering of food in touristic eatertainment: A netnography M Mkono Tourist studies 11 (3), 253-270, 2011 | 214 | 2011 |
| Applying Quan and Wang's structural model of the tourist experience: A Zimbabwean netnography of food tourism M Mkono, K Markwell, E Wilson Tourism management perspectives 5, 68-74, 2013 | 172 | 2013 |
| Eco-guilt and eco-shame in tourism consumption contexts: Understanding the triggers and responses M Mkono, K Hughes Journal of Sustainable Tourism 28 (8), 1223-1244, 2020 | 144 | 2020 |
| Netnographic tourist research: The internet as a virtual fieldwork site M Mkono Tourism Analysis 17 (4), 553-555, 2012 | 126 | 2012 |
| Using net-based ethnography (Netnography) to understand the staging and marketing of “authentic African” dining experiences to tourists at Victoria Falls M Mkono Journal of hospitality & tourism research 37 (2), 184-198, 2013 | 114 | 2013 |
| African and Western tourists: Object authenticity quest? M Mkono Annals of Tourism Research 41, 195-214, 2013 | 111 | 2013 |
| Authenticity does matter. M Mkono | 107 | 2012 |
| Eco-anxiety and the flight shaming movement: Implications for tourism M Mkono Journal of Tourism Futures 6 (3), 223-226, 2020 | 103 | 2020 |
| The age of digital activism in tourism: Evaluating the legacy and limitations of the Cecil anti-trophy hunting movement M Mkono Journal of Sustainable Tourism 26 (9), 1608-1624, 2018 | 95 | 2018 |
| The reflexive tourist M Mkono Annals of Tourism Research 57, 206-219, 2016 | 94 | 2016 |
| Zimbabwean hospitality students’ experiences of sexual harassment in the hotel industry M Mkono International Journal of Hospitality Management 29 (4), 729-735, 2010 | 90 | 2010 |
| Neo-colonialism and greed: Africans’ views on trophy hunting in social media M Mkono Journal of Sustainable Tourism 27 (5), 689-704, 2019 | 82 | 2019 |
| Service-delivery success and failure under the sharing economy T Furunes, M Mkono International Journal of Contemporary Hospitality Management 31 (8), 3352-3370, 2019 | 80 | 2019 |
| Hero or villain? Responses to Greta Thunberg’s activism and the implications for travel and tourism M Mkono, K Hughes, S Echentille Journal of Sustainable Tourism 28 (12), 2081-2098, 2020 | 76 | 2020 |
| The future of animals in tourism recreation: Social media as spaces of collective moral reflexivity M Mkono, A Holder Tourism Management Perspectives 29, 1-8, 2019 | 71 | 2019 |
| Sustainability and Indigenous tourism insights from social media: worldview differences, cultural friction and negotiation M Mkono Journal of Sustainable Tourism 24 (8-9), 1315-1330, 2016 | 71 | 2016 |