Surucu-Balci, E. and Balci, G. orcid.org/0000-0002-1306-5781 (2023) Building social capital in cruise travel via social network sites. Current Issues in Tourism, 26 (7). pp. 1096-1111. ISSN 1368-3500
Abstract
The purpose of this study is to investigate what type of Facebook posts help cruise lines build bridging and bonding social capital. The study applies the Chi-Square Automatic Interaction Detection (CHAID) method to identify which types of posts establish bridging and bonding social capital. The analysis is conducted on an international cruise line’s official Facebook posts posted between 1 January 2018 and 1 January 2020 before the Covid-19 pandemic. The results highlight that media type, embedding passenger motivation, and a ship image help establish both bridging and bonding social capital, while content type helps establish bridging social capital. The paper is original because it helps understand how cruise lines can improve bonding and bridging social capital via social media. The paper also enhances understanding of social capital theory in the travel industry by investigating the relationship between Facebook post types and social capital in cruise shipping.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. |
Keywords: | Cruise tourism; travel; decision tree; Facebook; online engagement; social capital |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Environment (Leeds) > Institute for Transport Studies (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 29 Nov 2024 09:48 |
Last Modified: | 29 Nov 2024 09:48 |
Status: | Published |
Publisher: | Taylor & Francis |
Identification Number: | 10.1080/13683500.2022.2047904 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:220227 |
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