Williams, N., Inversini, A., Ferdinand, N. and Buhalis, D., 2017. Destination EWOM: A Macro and Meso approach. Annals of Tourism Research, 64 (May), 87-101.
Full text available as:
|
PDF (OPEN ACCESS ARTICLE)
1-s2.0-S0160738317300312-main.pdf - Published Version Available under License Creative Commons Attribution Non-commercial No Derivatives. 435kB | |
PDF
Destination EWOM a macro and meso network approach.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial No Derivatives. 471kB | ||
Copyright to original material in this document is with the original owner(s). Access to this content through BURO is granted on condition that you use it only for research, scholarly or other non-commercial purposes. If you wish to use it for any other purposes, you must contact BU via BURO@bournemouth.ac.uk. Any third party copyright material in this document remains the property of its respective owner(s). BU grants no licence for further use of that third party material. |
DOI: 10.1016/j.annals.2017.02.007
Abstract
The purpose of this paper is to develop a framework that describes the characteristics and the underlying drivers of electronic word-of-mouth (eWOM) at destination level. Tweets about a destination were collected while the destination hosted a hallmark event for 5 years(2011-2015). In each year, interactions on Twitter were analysed using macro and meso-level social network analysis to identify the network structure and hubs of eWOM activity. A K means clustering algorithm was then applied to create clusters of nodes with similar characteristics and eWOM content within each cluster was analysed using automated content analysis. The resulting model indicates that destination and event eWOM maintains a macro network structure in which a small number of accounts or hubs influence information sharing. Hub characteristics evolve over time, whereas eWOM content can fluctuate in response to high profile destination activities.
Item Type: | Article |
---|---|
ISSN: | 0160-7383 |
Uncontrolled Keywords: | Social Network Analysis ; Electronic Word of Mouth ; Digital Marketing ; Text Analysis ; Festival ; Events Management ; Destinations |
Group: | Bournemouth University Business School |
ID Code: | 27848 |
Deposited By: | Symplectic RT2 |
Deposited On: | 10 Mar 2017 14:16 |
Last Modified: | 14 Mar 2022 14:03 |
Downloads
Downloads per month over past year
Repository Staff Only - |