ABSTRACT
This chapter explores the emerging ethnographic research approach of
autoethnography. It identifies and discusses the principles that underpin
autoethnographic approaches to research in sport settings. It discusses the
strengths and limitations associated with this approach and advocates that
autoethnography is a viable methodology for sport management research.
Although autoethnography has been applied in sociology of sport research it
is yet to be applied to sport management research. It provides examples of
how autoethnography has been used in a research setting and suggestions for
its application to sport management settings.
