Social network analysis of wildlife tourism microentrepreneurial network

Abstract

Social networks are an important element of entrepreneurship. Entrepreneurs rely on social networks to access ideas, information, and resources to facilitate their entrepreneurial process. Strong and weak ties influence the entrepreneurial process in unique ways. This study utilized social network analysis approach to examine wildlife tourism microentrepreneurship through in-person structured interviews with 37 microentrepreneurs from North Carolina’s Pamlico Sound Region. Specifically, this study examined the extent of network ties, the type of support received from those network ties, and the process of creating and maintaining the business network ties. Weak ties were more prevalent than strong ties. Support was received in terms of marketing and advertising, information sharing, and product sponsorship. Weak ties were established through professional workshops and seminars or while working in the same territory, whereas reciprocity, togetherness, communication, and trust were identified as major factors to maintain weak ties. This study suggests that cognitive social capital factors (e.g. reciprocity, togetherness, and trust) can be highly important toward effective use of social networks, as well as to ensure entrepreneurial success.