Applying Stakeholder Theory and Social Network Analysis when studying the social capital of tourism destinations

Abstract

This study integrates Stakeholder Theory and Social Network Analysis to evaluate and strengthen social capital in tourism destinations, focusing on Pátzcuaro, Mexico, a “Pueblo Mágico,” (Magic Town) and thereby revealing a complex network of relationships characterised by moderate levels of trust and collaboration, with civil servants as key bridging actors. While the Pueblos Mágicos Committee shows strong internal cohesion, challenges remain in integrating peripheral stakeholders and fostering a more inclusive governance structure. The findings highlight the importance of pre‑existing social relationships in tourism planning and provide a replicable framework for enhancing stakeholder collaboration and strengthening governance in tourism destinations. By combining quantitative and qualitative methods, this study contributes to a deeper understanding of social network dynamics and their implications for sustainable tourism development. However, the inherent limitations of any case study must be acknowledged. Future research could explore the evolution of these networks and examine the impact of specific interventions to strengthen social capital