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Destination eWOM: A macro and meso network approach?

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  • Williams, Nigel L.
  • Inversini, Alessandro
  • Ferdinand, Nicole
  • Buhalis, Dimitrios

Abstract

The purpose of this paper is to develop a framework that describes the characteristics and the underlying drivers of publically shared electronic word-of-mouth (eWOM) for destinations. Tweets about a destination were collected while the destination hosted a hallmark event over a 5-year period (2011–2015). In each year, interactions on Twitter were analysed using macro and meso-level social network analysis to identify the network structure and hubs of eWOM activity. A K means clustering algorithm was then applied to create clusters of nodes with similar characteristics and eWOM content within each cluster was analysed using automated content analysis. The resulting model indicates that destination and event eWOM maintains a macro network structure in which a small number of accounts or hubs influence information sharing. Hub characteristics evolve over time, whereas eWOM content can fluctuate in response to emergent destination activities.

Suggested Citation

  • Williams, Nigel L. & Inversini, Alessandro & Ferdinand, Nicole & Buhalis, Dimitrios, 2017. "Destination eWOM: A macro and meso network approach?," Annals of Tourism Research, Elsevier, vol. 64(C), pages 87-101.
    • Handle: RePEc:eee:anture:v:64:y:2017:i:c:p:87-101
    DOI: 10.1016/j.annals.2017.02.007
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    4. Yesim Tonga Uriarte & Marinella Petrocchi & Maria Luisa Catoni & Stefano Cresci & Rocco De Nicola & Maurizio Tesconi & Rafael Brundo Uriarte, 0. "Exploring the relation between festivals and host cities on Twitter: a study on the impacts of Lucca Comics & Games," Information Technology & Tourism, Springer, vol. 0, pages 1-24.
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    7. Kharouf, Husni & Biscaia, Rui & Garcia-Perez, Alexeis & Hickman, Ellie, 2020. "Understanding online event experience: The importance of communication, engagement and interaction," Journal of Business Research, Elsevier, vol. 121(C), pages 735-746.
    8. Agag, Gomaa & Ali Durrani, Baseer & Hassan Abdelmoety, Ziad & Mostafa Daher, Maya & Eid, Riyad, 2024. "Understanding the link between net promoter score and e-WOM behaviour on social media: The role of national culture," Journal of Business Research, Elsevier, vol. 170(C).
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