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The article focuses on the social network analysis in tourism for improving marketing strategies, and understanding tourists' behavior through their customer journey. Topics discussed include some tools of social network analysis (SNA) were applied to achieve the proposed objectives; and describes the use of e-tourism platforms by European tourists for selecting their next holidays, and the interconnections of platforms.

The aim of this study is to identify spending patterns of tourists in relation to the leisure activities performed throughout their day-by-day stay at the destination. Using the methodology of social network analysis (SNA), a tourists-activities bipartite network was identified following a pattern known as core-periphery. The effect of this structure (including typology, number, and timing of performing the activities) on tourism expenditure is analysed using a multiple regression model, to which were added different sociodemographic variables and other variables related to travel. In order to better understand the portfolio of activities, four examples of networks are studied and visually represented. This study reveals that through SNA between tourists and activities, we can study the behaviour of tourists in a novel way. [ABSTRACT FROM AUTHOR]