IDEAS home Printed from https://ideas.repec.org/a/taf/jgsmks/v28y2018i4p320-336.html
   My bibliography  Save this article

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

Author

Listed:
  • Bomi Kang
  • L. Taylor Damonte
  • Young-Jae Kim
  • Eun-Joo Cha

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.

Suggested Citation

  • Bomi Kang & L. Taylor Damonte & Young-Jae Kim & Eun-Joo Cha, 2018. "Assessing destination image via social network analysis: the case of the “Coastal Uncorked Wine and Food Festival”," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(4), pages 320-336, October.
    • Handle: RePEc:taf:jgsmks:v:28:y:2018:i:4:p:320-336
    DOI: 10.1080/21639159.2018.1511379
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/21639159.2018.1511379
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/21639159.2018.1511379?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. John Thompson & John Day, 2020. "Understanding the impact and value of temporary public art sculpture trails," Local Economy, London South Bank University, vol. 35(3), pages 186-208, May.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jgsmks:v:28:y:2018:i:4:p:320-336. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RGAM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.