A CASE FOR USING OF SOCIAL NETWORK ANALYSIS IN TOURISM MARKETING STUDIES.

Abstract

The aim of this research note is to present an overview of the application of social network analysis in tourism marketing studies. The objectives are to discuss the application of this research tool in field of tourism marketing studies, identify theoretical benefits, main contributors and core research streams. Based on these, we present relevant research gaps and the identification of research opportunities for future application of social network analysis in tourism marketing studies.