Using Social Network Analysis to Understand Trust, Reciprocity, and Togetherness in Wildlife Tourism Microentrepreneurship

High levels of trust, reciprocity, and togetherness embedded within entrepreneurial networks are believed to facilitate cooperation that enables success among individual business owners. This study examines the effects of social influence, network characteristics, and entrepreneurial motivations on trust, reciprocity, and togetherness in a network of wildlife tourism microentrepreneurs. Thirty-seven wildlife tourism microentrepreneurs from North Carolina’s Pamlico Sound Region were recruited for in-person structured interviews. Data were analyzed using social network analysis, specifically a series of linear network autocorrelation models in conjunction with supportive qualitative assessment. Microentrepreneurs expressing a high level of trust were connected with microentrepreneurs expressing a low level of trust in their peers. Conversely, microentrepreneurs with strong feelings of reciprocity were connected with microentrepreneurs having similar feelings. These findings illustrate that the presence of equally reciprocal relationships is not an indication of equally trusting relationships. The findings also suggest that higher numbers of business ties tend to diminish the levels of trust, reciprocity, and togetherness toward connected peers.