Estimating value in Baltimore, Maryland: An attractions network analysis

• The B2B and C2B structures of Baltimore's attractions network were quantified.
• The marginal value of traveler activity paths were estimated.
• An attraction's weighted degree centrality is a good predictor of that attraction's marginal impact on total trip spending.

Research has long established that destination management organizations need to have a deep understanding of visitor behavior and, in turn, how this behavior leads to the creation of value within the destination system. This study builds upon recent studies indicating that the destination value creation process can be conceptualized as a network formed through the interactions of visitors and destination touch points. This case study discusses how to quantify this network using data collected for Baltimore, Maryland, and then deconstructs it to determine the value of network elements (i.e. attractions and the paths connecting attractions) within the city. The implications of this study are then discussed within the context of strategic destination network management.