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Understanding European tourists’ use of e-tourism platforms. Analysis of networks

Author

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  • Tatiana David-Negre

    (Universidad de Las Palmas de Gran Canaria - University Institute of Tourism and Sustainable Economic Development (TIDES))

  • Arminda Almedida-Santana

    (Universidad de Las Palmas de Gran Canaria - University Institute of Tourism and Sustainable Economic Development (TIDES))

  • Juan M. Hernández

    (Universidad de Las Palmas de Gran Canaria - University Institute of Tourism and Sustainable Economic Development (TIDES))

  • Sergio Moreno-Gil

    (Universidad de Las Palmas de Gran Canaria - University Institute of Tourism and Sustainable Economic Development (TIDES))

Abstract

This paper analyses the use of the main e-tourism platforms by European tourists. A computer-aided Web interview (CAWI) was used to conduct the research in 19 European countries: Germany, Austria, Belgium, Denmark, Spain, Finland, France, Holland, Ireland, Italy, Norway, Poland, Portugal, Russia, Sweden, Switzerland, Luxemburg, Czech Republic, and the United Kingdom. The final sample consisted of 13,243 tourists. Through the methodology of Social Network Analysis (SNA), the study focuses on detecting key network players (social media, OTAs, etc.) in the e-tourism ecosystem. The network analysis reveals the structural characteristics of the network of networks in the European e-tourism ecosystem: number of platforms (473), centrality degree and betweenness, and the specific characteristics of the networks by country. The results show an e-tourism network of platforms following a pattern known as core-periphery. Four platforms show a predominant role: Facebook, TripAdvisor, Google, and Booking. These ‘big four’ ego-networks are graphically represented to better understand the e-tourism network. The results also show that different networks are formed by country according to the use of e-tourism platforms. This study helps understand in a novel way the behaviour of European tourists when using e-tourism platforms to choose their travel destination. The results obtained are useful for companies and Destination Marketing Organizations (DMOs), understanding how e-tourism platforms are connected in order to design their segmentation and promotion strategy through e-tourism platforms in the European market.

Suggested Citation

  • Tatiana David-Negre & Arminda Almedida-Santana & Juan M. Hernández & Sergio Moreno-Gil, 2018. "Understanding European tourists’ use of e-tourism platforms. Analysis of networks," Information Technology & Tourism, Springer, vol. 20(1), pages 131-152, December.
    • Handle: RePEc:spr:infott:v:20:y:2018:i:1:d:10.1007_s40558-018-0113-z
    DOI: 10.1007/s40558-018-0113-z
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    1. Deukhee Park & Sunmi Yun, 2023. "Comparing Tourism Activity Patterns Influenced by a Tourism Information Source: A Case of the Gyeonggi Province, South Korea," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    2. Marcello Mariani, 2020. "Web 2.0 and Destination Marketing: Current Trends and Future Directions," Sustainability, MDPI, vol. 12(9), pages 1-17, May.
    3. Gelashvili, Vera & Martínez-Navalón, Juan Gabriel & DeMatos, Nelson & de Brito Correia, Marisol, 2024. "Technological transformation: The importance of E-WOM and perceived privacy in the context of opinion platforms," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    4. Alharmoodi, Ahmed Abdulla & Khan, Mehmood & Mertzanis, Charilaos & Gupta, Shivam & Mikalef, Patrick & Parida, Vinit, 2024. "Co-creation and critical factors for the development of an efficient public e-tourism system," Journal of Business Research, Elsevier, vol. 174(C).
    5. Giorgos Stamatelatos & George Drosatos & Sotirios Gyftopoulos & Helen Briola & Pavlos S. Efraimidis, 2021. "Point-of-interest lists and their potential in recommendation systems," Information Technology & Tourism, Springer, vol. 23(2), pages 209-239, June.

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