Applying mixed methods in social network research – The case of cooperation in a Polish tourist destination. (March 2019)

• Record Type: Journal Article
• Authors: Czernek-Marszałek, Katarzyna
• Is Part Of: Journal of destination marketing & management. Volume 11(2019)
• Page Start: 40
• Page End: 52
• Publication Date: 2019-03
• Subjects: Cooperation -- Social network analysis, Mixed methods -- Qualitative methods -- Quantitative methods; Place marketing -- Periodicals; Tourism -- Management -- Periodicals; Electronic journals; 658.8005
• DOI: 10.1016/j.jdmm.2018.10.004
• Languages: English
• ISSNs: 2212-571X

Abstract

Abstract: Nowadays, social network research is being conducted more and more often. Both types of research method are applied – quantitative and qualitative – but they are usually used separately. The aim of this paper is to present how the two methods can be combined to allow for a better understanding of decisions on whether to start dyadic business cooperation with entrepreneurs in a tourist destination. The example analysed is cooperation in Wisła: a mountain tourist destination located in the south of Poland. Interviews were conducted with 48 entrepreneurs in Wisła. By using a centrality measure, the central and peripheral actors were identified: i.e. the most and the least engaged in business cooperation in Wisła. Afterwards, through interviews with these actors, their positions in the cooperation network were described and explained. By combining quantitative and qualitative social network research, determinants such as geographical location, social embeddedness and trust, amongst others, were identified as the main stimulants or barriers to starting business cooperation. The paper's conclusion is that mixed methods in network studies should be used more often due to their high usefulness and complementarity. Highlights: Presents advantages and disadvantages of qualitative and quantitative social network analysis Demonstrates complementarity of using mixed methods in social network research. Applyies mixed methods to analyse determinants of cooperation in a tourist region. Indicates concurrent determinants of structural position in a cooperation network. Indicates theories/concepts useful for future research on cooperation determinants.