Demystifying Members’ Social Capital and Networks within an Agritourism Association: A Social Network Analysis

Abstract

Membership associations are vital to build social capital and networks among their members through the exchange of information and resources, roles especially valuable for emerging entrepreneurs. That is the case of associations catering to professionals in agritourism, an enterprise bringing farming and tourism together. However, whether the exchange of information and resources among members holds true within agritourism associations is yet to be known. Filling this knowledge gap is critical given the stated benefits agritourism delivers to society and farmers’ necessity to expand their business networks to increase entrepreneurial success. Therefore, this study evaluated the extent of social capital and networks within a prominent agritourism-focused association in North America. Data were collected from members using a web-based survey in 2016. Analyses included descriptive statistical tests and Social Network Analysis (SNA). Results showed high levels of social capital among members, especially related to its relational dimension (e.g., share professional advice), as well as strong bi-directional (to/from) trust, cooperation, and reciprocity among members. SNA indicated members were well connected and had a healthy information exchange, without the organization intervention. Study results are discussed to provide managerial intelligence towards strengthening social capital and networks within associations catering to agritourism and other niche-tourism professionals.