Social Networks

Social network theory examines individuals’ social behaviors through the relationships they establish within networks. As first introduced by Barnes in 1954, this theory prioritizes connections between individuals rather than individual attributes. By analyzing interactions within networks, this study explores how social support and pressure influence individuals. The theory operates on both micro and macro levels. Key approaches include the “Strength of Weak Ties,” which facilitates access to broader information networks; “Structural Holes,” enhancing innovative information flow; and “Social Closure,” which fosters trust and cooperation. The theory is widely applied in tourism, where social networks improve recruitment, employee loyalty, and information sharing among businesses, ultimately enhancing customer satisfaction. By supporting collaboration and competitive advantage, social network theory proves valuable across diverse sectors and offers insights into sustainable social structures.