Destination eWOM: a macro and meso network approach?

A. Inversini, N. Ferdinand, D. Buhalis, Nigel Williams

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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.
Original languageEnglish
Pages (from-to)87-101
Number of pages15
JournalAnnals of Tourism Research
Early online date18 Mar 2017
Publication statusPublished - 1 May 2017


  • destination eWOM
  • event eWOM
  • social media
  • twitter
  • social network analysis
  • Text analysis
  • Digital marketing


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