A Meeting of the Minds: Exploring the Core–Periphery Structure and Retrieval Paths of Destination Image Using Social Network Analysis

Abstract

This study looks at how destination image elements are connected in people’s minds and how tourists retrieve these elements from memory. Based on the spreading activation theory of memory, the study examines destination image as a network, applies social network analysis to test the core–periphery structure of destination image, and identifies image retrieval patterns among potential tourists. Image descriptions of the Shanghai Disney Resort (SHDR) were collected from 1,000 respondents via a survey. Results indicated that the image of SHDR has single and multiple core–periphery structures, and respondents were most likely to retrieve image associations outward from the core to the periphery or use image associations at the same or closest levels of centrality. This study consolidates the core–periphery structure of destination image and offers new insights into destination image management.