Introduction

In this chapter we begin with an introduction to the measurement issues involved in the development and analysis of a quantitative network analysis project. We then continue by outlining the mathematical basis for network analysis. One of the reasons for the use of network theory in tourism research is that network methodology interacts strongly with and indeed is embedded in theory and guides data collection towards collection of data about relationships (see Chapter 3).

This chapter can provide only an overview and introduction to a complex and deep literature. The reader is also referred to a number of prior papers that have examined and summarised the literature on network data collection and analysis (Breiger, 2004; Haythornthwaite, 1996; Marsden, 1990). Others provide more topic-specific examinations in subject areas such as health which, however, may be relevant for design of tourism research (Brinton et al. , 1998; O'Reilly, 1988). Useful handbooks on network analysis include those by Scott (2000) and Wassermann and Faust (1994).

A final point about network research is that its widespread use requires high speed computers and software packages specifically designed for network analysis. A number of such packages are available including a number that are free or inexpensive. It is recommended that programs such as UCINET (Borgatti et al. , 1999) are investigated and used for network research. These programs are relatively easy to understand and master.

A Review of Tourism Network Methodology

There are two theoretical approaches to the concept of a network which lead to a requirement for different types of data to be collected. A network may be a sensitising metaphor or a conceptual representation of social structure. In both cases the behaviour of actors is seen as a function of their varying positions within a social network (Mizruchi, 1994). However, these two approaches lead to different research traditions (Wellman, 1988).