2024
DOI: 10.4018/979-8-3693-6700-1.ch007
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Analyzing Destination Branding Themes Using Co-Word Analysis

Hamid Derviş

Abstract: The chapter provides practical strategies for leveraging Social Network Analysis (SNA) in destination branding, offering insights on using interconnected keywords to create a cohesive brand identity extracted from Clarivate Analytics Web of Science (WOS). Using Istanbul, Konya, and Kastamonu showcased as destination brands, the chapter demonstrates how SNA can be applied in real-world contexts, providing insights into the benefits of a strategic branding approach through SNA. The author emphasizes the signific… Show more

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