Understanding tourists’ leisure expenditure at the destination: a social network analysis

ABSTRACT

The aim of this study is to identify spending patterns of tourists in relation to the leisure activities performed throughout their day-by-day stay at the destination. Using the methodology of social network analysis (SNA), a tourists–activities bipartite network was identified following a pattern known as core–periphery. The effect of this structure (including typology, number, and timing of performing the activities) on tourism expenditure is analysed using a multiple regression model, to which were added different sociodemographic variables and other variables related to travel. In order to better understand the portfolio of activities, four examples of networks are studied and visually represented. This study reveals that through SNA between tourists and activities, we can study the behaviour of tourists in a novel way.

KEYWORDS:

• Social network analysis
• leisure activities
• core–periphery
• tourism expenditure
• portfolio of activities
• tourist behaviour
• ego network
• geo-marketing
• cross-selling
• tourist diary

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the Universidad de Las Palmas de Gran Canaria - Ph. D. Student Grant [AYUDAS PARA LA FINANCIACIÓN DE CONTRATOS PREDOCTORALES 2014]; Ministerio de Economía, Industria y Competitividad [ECO2014-59067-P]; Ministerio de Economía, Industria y Competitividad [ECO2017-82842-R].