Social Connectedness and Tourism Demand

Citation

Gavriilidis K (2021) Social Connectedness and Tourism Demand. Current Issues in Tourism, 24 (14), pp. 1930-1934. https://doi.org/10.1080/13683500.2020.1803222

Abstract
This study employs a new measure of social connectedness, based on Facebook friendship links, to investigate the relationship between social networks and tourism demand. Using a standard gravity model and a sample of 39 destination countries and 167 origin countries, we document a positive, and highly significant, relationship between social connectedness and tourism demand. The results remain robust when we control for factors that may affect tourist flows between countries. Our findings bear important implications for tourism policy makers and professionals in their effort to attract visitors from origin countries.

Keywords
Social connectedness; Facebook; tourism demand; social networks

Journal
Current Issues in Tourism: Volume 24, Issue 14

People

Dr Costas Gavriilidis

Senior Lecturer, Accounting & Finance