Title of Paper
The Core-Periphery Structure of Destination Image: An Exploration via Social Network Analysis
Abstract (150 Words)
The core-periphery structure (C/PS) of destination image, recently proposed as an alternative image model, has scarcely been tested. Presumably, the lack of appropriate techniques plays an important role in the limited theory testing efforts. Besides, it remains unclear how people retrieve destination image from memory, when we place destination image into a C-P model. Understanding the structure of destination image could reveal insights into image retrieval. This research aims to introduce social network analysis as a new approach to test the C/PS of destination image, and identify the retrieving paths of destination image adopted by potential tourists. Image descriptions about the Shanghai Disney Resort (SHDR) were collected from 1,000 respondents, and the data was analyzed via social network techniques. Results show that the image of SHDR has both single and multiple C/PSs, and image retrieval of respondents either follows a core-to-periphery path or fluctuates between two neighboring levels of core/periphery.
The Core-Periphery Structure of Destination Image: An Exploration via Social Network Analysis
The core-periphery structure (C/PS) of destination image, recently proposed as an alternative image model, has scarcely been tested. Presumably, the lack of appropriate techniques plays an important role in the limited theory testing efforts. Besides, it remains unclear how people retrieve destination image from memory, when we place destination image into a C-P model. Understanding the structure of destination image could reveal insights into image retrieval. This research aims to introduce social network analysis as a new approach to test the C/PS of destination image, and identify the retrieving paths of destination image adopted by potential tourists. Image descriptions about the Shanghai Disney Resort (SHDR) were collected from 1,000 respondents, and the data was analyzed via social network techniques. Results show that the image of SHDR has both single and multiple C/PSs, and image retrieval of respondents either follows a core-to-periphery path or fluctuates between two neighboring levels of core/periphery.