Analysis of Social Capital in Aragon’s Tourism Cluster: A Social Network Resources Perspective on Twitter

Natalia Sánchez-Arrieta (), Ferran Sabate (), Antonio Cañabate () and Umair Tehami ()
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Natalia Sánchez-Arrieta: Department of Management (OE), Universitat Politècnica de Catalunya, BarcelonaTech (UPC)
Ferran Sabate: Department of Management (OE), Universitat Politècnica de Catalunya, BarcelonaTech (UPC)
Antonio Cañabate: Department of Management (OE), Universitat Politècnica de Catalunya, BarcelonaTech (UPC)
Umair Tehami: Department of Management (OE), Universitat Politècnica de Catalunya, BarcelonaTech (UPC)

A chapter in Eurasian Business and Economics Perspectives, 2023, pp 369-393 from Springer

Abstract: Abstract This paper explores social capital in the sustainable tourism cluster of Aragon in Spain, based on the interactions that its member companies have made on Twitter. Social capital was determined from the resource approach calculating the structural, cognitive and relational capital present in the network. To do this, on the one hand, information was collected on the interactions, represented by mentions in the period between May-2020 and May-2021. On the other hand, the characteristics of the network structure were identified by adopting the framework of social network analysis from a static perspective. According to the criteria of the analysis, the results indicate at the node level, the existence of network members with roles associated with the resource approach to social capital. At the global level, it is observed that, even if their members have a certain level of communication, there are a large number of them who are not connected to all the others through a short path length. Their low density and moderate accessibility denote that the minimum number of ties is used to connect with other members. This reveals a network structure of mentions that is not fully interconnected. Likewise, we observe a network that has a coherent structure of subgroups, with links within them that are not very dense. These general characteristics of the network are particularly useful for understanding how mention interactions can influence the fostering of participation, prestige and other resources that generate social capital.

Keywords: Social capital; Social Network Analysis; Social Networking Site; Twitter; Social Resources; Tourism (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-031-36286-6_22

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DOI: 10.1007/978-3-031-36286-6_22

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