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강보미,L. Taylor Damonte,김영재,차은주 한국마케팅과학회 2018 마케팅과학연구 Vol.28 No.4
Using social network analysis (SNA), this case study examines the image of a unique festival in a well-established tourist destination on the East coast of the United State of America, the Myrtle Beach area of South Carolina. SNA emphasizes the importance of constructing interconnectedness among concepts and knowledge networks in respondents’ minds. The technique visualizes complicated perception of tourists in a most simple but scientific way. Using concept maps and degree centralities derived from SNA, as well as dendrograms, this study provides insights on wine and food festival in Myrtle Beach Area. Together with cluster analysis, the SNA suggests unique contributions to the understanding of tourist behaviour in tourism destination research.