Ecotourism in PostCOVID19 Environment: A Social Network Analysis

Abstract

This study’s objective was to investigate the influence of social networks in promoting ecotourism in the postCOVID19 era. The authors of this study employed a social network perspective to examine the connection between social networking and ecotourism using a mesolevel perspective. According to the qualitative research done, it became clear that organizational social links could play an important role in fostering homophilic and heterophilic relationships. These network pressures were very dynamic and depended on numerous sets of elements, according to the study’s findings. These characteristics included the frequency of social links, the sequence of interactions with social ties, and the prevalent social norms at the time of social tie contact. This research will contribute to a greater understanding of the role of social networking in the context of promoting and developing ecotourism. The study improved the overall understanding of social relationships and motivational elements in the social networking environment. Future research could examine the global ecotourism levels of a varied group of people with multiple restrictions. This research study had practical consequences for tourism and hospitality industry managers. The research found that for the development and growth of ecotourism regular homophilic social relationships are more beneficial than heterophilic ties. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd 2023.