Network analysis of the sensory capital of a destination brand

This paper proposes network analysis of qualitative consumer data as a practical method to identify the sensory capital, inclusive of both dominant and latent brand elements, of a well-known tourist destination in the United States, Orlando. Although the results show that the Orlando brand is primarily represented by Disney, network analysis also reveals several latent brand elements, which could enable projection of the city as a destination inclusive of a multitude of attractions for different consumer needs and preferences. These results may help strategic re-branding of Orlando. The methodology developed in this study may help Destination Marketing Organizations (DMOs) in identifying a destination's primary and latent brand elements for different stakeholders in order to hone its strategic brand theme.