Social network participation and coverage by tourism industry sector

Although identified as an emerging scientific paradigm, social network research has yet to be developed fully in tourism studies. Social network theory focuses on the ties between actors within a particular network. An individual can influence his or her success through the structure, extent and diversity of their network. Within the tourism industry, the study of social networks can be used to enhance understanding of the interactions that take place within, or among businesses, by examining the formal and informal connections linking them together. This study examined involvement or membership in associations (networks) of five key tourism industry segments in a thriving tourism region along participation and coverage dimensions. The results showed that tourism sectors participate differently in social networks. Specifically, the hotel and lodging sector participates in a greater number and covers more types of networks than the retail/shopping sector.