Third International Conference on Tourism & Leisure Studies

Abstract

This study analyses the structure of links amongst the main e-tourism platforms used by tourists in nineteen European countries, identifying the existence of a pattern known as core-periphery. This study is based on a computer-aided Web interview (CAWI) carried out on 13,243 tourists. The analyses were performed by means of the UCINET software, which is specialized in Social Network Analysis (SNA) focused on detecting key network players (social media, OTAs, etc.). Through this methodology, a number of 473 platforms were analysed, calculating degree centrality and betweenness centrality. The results reveal the specific characteristics of the networks by country. To better understand the e-tourism network, four examples of platforms with predominant role are studied and visually represented through ego-networks. The results are also shown by countries to better comprehend the e-tourism network. This study helps understand from an innovative methodological approach the behaviour of European tourists when using e-tourism information sources for choosing their travel destination, and how platforms are connected modelling a complex network. The results helps to improving the segmentation and promotion strategy through e-tourism platforms.