Loading...
Building social capital in cruise travel via social network sites
Balci, Gokcay
Balci, Gokcay
Publication Date
2023
End of Embargo
Supervisor
Rights
© 2022 The Author(s). This is an Open Access article distributed under the Creative Commons CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
2022-02-23
Institution
Department
Awarded
Embargo end date
Collections
Additional title
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.
Version
Published version
Citation
Surucu-Balci E and Balci G (2023) Building social capital in cruise travel via social network sites. Current Issues in Tourism. 26(7): 1096-1111.
Link to publisher’s version
Link to published version
Link to Version of Record
Type
Article