Assessing destination image via social network analysis: the case of the “Coastal Uncorked Wine and Food Festival”

Bomi Kang, L. Taylor Damonte, Young-Jae Kim and Eun-Joo Cha

Journal of Global Scholars of Marketing Science, 2018, vol. 28, issue 4, 320-336

Abstract: Using social network analysis (SNA), this case study examines the image of a unique festival in a well-established tourist destination on the East coast of the United State of America, the Myrtle Beach area of South Carolina. SNA emphasizes the importance of constructing interconnectedness among concepts and knowledge networks in respondents’ minds. The technique visualizes complicated perception of tourists in a most simple but scientific way. Using concept maps and degree centralities derived from SNA, as well as dendrograms, this study provides insights on wine and food festival in Myrtle Beach Area. Together with cluster analysis, the SNA suggests unique contributions to the understanding of tourist behaviour in tourism destination research.

Date: 2018
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DOI: 10.1080/21639159.2018.1511379

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