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    Building social capital in cruise travel via social network sites

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    Publication date
    2022
    Author
    Surucu-Balci, Ebru
    Balci, Gokcay
    Keyword
    Cruise tourism
    Travel
    Decision tree
    Facebook
    Online engagement
    Social capital
    Rights
    © 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.
    Peer-Reviewed
    Yes
    Open Access status
    openAccess
    
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    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.
    URI
    http://hdl.handle.net/10454/18774
    Version
    Published version
    Citation
    Surucu-Balci E and Balci G (2022) Building social capital in cruise travel via social network sites. Current Issues in Tourism. Accepted for publication.
    Link to publisher’s version
    https://doi.org/10.1080/13683500.2022.2047904
    Type
    Article
    Collections
    Management and Law Publications

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