Tourist destination network analysis: The ego network role

Abstract

This paper aims to analyse the different roles that enterprises have within a tourist destination by identifying the presence and possible role of leaders within the system. The Social Network Analysis (SNA) is a tool that offers a greater degree of understanding of the operation of the destination. The map of commercial relations between the leading players of tourist supply can provide greater insight into the main relations existing between enterprises and the principles that ensure and regulate operation. In keeping with this objective and building on the results of a previous paper (Iannolino and Ruggieri, 2012), the authors have focused their attention on the role of some enterprises operating in San Vito Lo Capo (Italy) to determine the extent of their aggregating force vis-à-vis the destination. The ego-network analysis (ENA) has been applied to the existing relations between the enterprises at the destination San Vito Lo Capo, to determine the presence or absence of groups of enterprises, called Egos, which, with respect to the others, play an important role or are to be considered key subjects for the entire system in commercial terms. Following on this first results, the paper explores ways in which enterprises belonging to the ego networks are the key players responsible for a better climate of cooperation and trust among all of the system's enterprises.