INVESTIGATING DMOS THROUGH THE LENS OF SOCIAL NETWORK ANALYSIS: THEORETICAL GAPS, METHODOLOGICAL CHALLENGES AND PRACTITIONER PERSPECTIVES

Abstract

The extant literature on networks in tourism management research has traditionally acknowledged destinations as the primary unit of analysis. This paper takes an alternative perspective and positions Destination Management Organisations (DMOs) at the forefront of today’s tourism management research agenda. Whilst providing a relatively structured approach to generating enquiry, network research vis-à-vis Social Network Analysis (SNA) in DMOs is often surrounded by serious impediments. Embedded in the network literature, this conceptual article aims to provide a practitioner perspective on addressing the obstacles to undertaking network studies methodological framework for investigating DMOs as interorganisational networks of member organisations is proposed in response to complexities in network research. The rationale behind introducing such framework lies in the opportunity to trigger discussions and encourage further academic contributions embedded in both theory and practice. Academic and practitioner contributions are likely to yield insights into the importance of network methodologies applied to DMO organisations