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Destination EWOM: A Macro and Meso approach.

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.

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DOI: 10.1016/j.annals.2017.02.007


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
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: Unnamed user with email symplectic@symplectic
Deposited On:10 Mar 2017 14:16
Last Modified:15 Aug 2021 08:13


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