Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
권호 표지
DOI QR코드

DOI QR Code

A Social Network Analysis of Tourism Destinations in Package Tourism Products

패키지 관광 상품에 포함된 관광목적지들 간의 사회 네트워크 분석

  • Park, Deuk-Hee (Department of Tourism, Graduate School, Kyung Hee University) ;
  • Lee, Gyehee (Department of Tourism Sciences, Kyung Hee University)
  • 박득희 (경희대학교 일반대학원 관광학과) ;
  • 이계희 (경희대학교 관광학과)
  • Received : 2013.11.12
  • Accepted : 2014.03.06
  • Published : 2014.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

This paper aims to analyze destination composition patterns included in package products and to identify the characteristics of the tourism destinations through social network analysis using data collected from tour packages distributed by major Korean travel agencies, targeting Singapore as a key destination. Such tour package data were transcribed into data matrix using Pajek, UCINET, and Cytoscape for analysis. The density and centralization scores derived from the analysis indicated clearly that each destination was almost connected to each other. The centrality scores indicated that the destinations with higher degree of centrality also has higher betweenness centrality within the network. Based on centrality scores, POI(point of interests) of tourism destinations showed concentration in southern area of the target region. Finally, through component analysis, subgroups of tourism destination networks are isolated. Practical implications were also presented for industry practitioners.

본 연구는 사회네트워크 분석을 활용해 패키지 관광 상품 안에 포함된 관광 목적지들의 구성 패턴과 POI(point of interests)를 도출하고 관광 패키지 상품으로 구성된 관광 목적지 별 특징을 알아보고자 하였다. 이를 위해, 여행사에서 판매하는 패키지 관광 상품을 조사한 후, Pajek, Cytoscape, UCINET을 활용하여 밀도, 집중도, 중심성, 관심지점 설정, 컴퍼넌트 등의 분석을 하였다. 분석결과는 다음과 같다. 첫째, 관광목적지 네트워크는 관광 목적지들 간의 연결이 고르게 이루어 진 것을 알 수 있었다. 둘째, 중심성 값을 통해 연결정도 중심성이 높으면, 매개 중심성 또한 높음을 발견하였다. 셋째, 관심지점 설정 결과, 관광 목적지 안의 관심지점은 널리 퍼져있는 것이 아닌 가까운 거리에 모여 있는 것을 발견하였다. 끝으로, 하위 네트워크 분석 결과, 관광 목적지 네트워크는 하위 집단간 파편화가 일어난 것으로 분석되었다.

Keywords

References

  1. Hall, T., Urban Geography. Routledge. 110-111, 1998.
  2. Song, J. H. and Kim, H. J., "A Critical Review on the Research Trends of Tourism Destination Marketing Study in Korean Tourism Journals : A Review of Papers Published in 2000-2009 Period", Journal of Tourism Science, 34(4), 143-166, 2010.
  3. Lim, M. J. and Jeong, G. H., "Effect of Tourism Event Experience on Tourism Destination Brand Awareness and Attitude", Journal of Tourism Science, 32(4), 255-275, 2008.
  4. Lee, G. H., "Construct of Tourism Destination Loyalty and Market Segmentation", Doctoral dissertation, Purdue University, 2001. Dissertation Abstract International, 4471, AA13075690
  5. Lee, T. H., "Evaluation of Brand Equity of Tourism Destinations in Korea", Journal of Tourism Science, 25(3), 171-192, 2001.
  6. Lee, C. K., "Assessing the Impact of the Mega-Event on Destination Awareness, Image and Choice of Korea: the Case of the 2002 FIFA World Cup", Journal of Tourism Science, 26(1), 13-29, 2002.
  7. Shih, H., "Network Characteristics of Drive Tourism Destinations: An Application of Network Analysis in Tourism", Tourism Management, 27(5), 1029-1039, 2006. DOI: http://dx.doi.org/10.1016/j.tourman.2005.08.002
  8. Pavlovich, K., "The Evolution and Transformation of a Tourism Destination Network: The Waitomo Caves, New Zealand", Tourism Management, 24, 203-216, 2003 DOI: http://dx.doi.org/10.1016/S0261-5177(02)00056-0
  9. Jeong, H. K., "A Study on The Influence Relationship among Tourism Destination Assessment, Tourist Attitudes and Behavior Intention", Journal of Tourism and Leisure Research, 23(7), 61-76, 2011.
  10. Choi, J. E., "Concepts and Research Trends = Destination Marketing", The journal of tourism studies, 14, 81-98, 2002.
  11. Lee, J. E., "The Effect of the Local Festival on the Tourism Destination Image and the Relationship with Emotional Reaction", Korean Journal of Tourism Research, 25(6), 295-314, 2011.
  12. Yoon, S. M. and Ha, J. Y. and Oh, S. Y., "Analysis of the effect relationship among brand relationship quality, satisfaction, trust, Loyalty, and familiarity of tourism destination", The academy of customer satisfaction management, 14(2), 41-60, 2012.
  13. MacKay, K. J. and Fesenmaier, D. R., "An Exploration of Cross-cultural Destination Image Assessment", Journal of Travel Research, 38(4), 417-423, 2000. DOI: http://dx.doi.org/10.1177/004728750003800411
  14. Mckercher, B. and Wong, D. Y. Y., " Understanding Tourism Behavior: Examining the Combined Effects of Prior Vacation History and Destination Status", Journal of Travel Research, 43(2), 171-179, 2004. DOI: http://dx.doi.org/10.1177/0047287504268246
  15. Fallon, P. and Schofield, P., "The Dynamics of Destination Attribute Importance", Journal of Business Research, 59(6), 709-713, 2006. DOI: http://dx.doi.org/10.1016/j.jbusres.2006.01.007
  16. Pan, B. and MacLaurin, T. and Crotts, J. C., "Travel Blogs and the Implications for Destination Marketing", Journal of Travel Research, 46(1), 35-45, 2007. DOI: http://dx.doi.org/10.1177/0047287507302378
  17. Baggio, R. and Corigliano, M. A. and Tallinucci, V. "The Websites of a Tourism Destination: a Network Analysis". Information and Communication Technologies in Tourism 2007 279-288,. 2007.
  18. Barnes, J., "Class and Committees in a Norwegian Island Parish". Human Relations, l.7, 39-58, 1954. DOI: http://dx.doi.org/10.1177/001872675400700102
  19. Son, D. W., Social Network Analysis, Kyungmoon Publisher, 2002.
  20. Jeong, G. U. and Lee, K. Y., "A study on the Analysis and Visualization of Human Network for Mobile Service", Korean Society of Basic Design & Art, 8(2), 473-483, 2007.
  21. Kim, Y. H., Social Network Analysis, Parkyoungsa, 2011.
  22. Butts, C. T., "Social Network Analysis: A Methodological Introduction", Asian Journal of Social Psychology, 11(1), 13-41, 2008. DOI: http://dx.doi.org/10.1111/j.1467-839X.2007.00241.x
  23. Newman, M. E. J., "Finding Community Structure in Network Using the Eigenvector of Matrices", Physical Review E, 74(3), 036104, 2006. DOI: http://dx.doi.org/10.1103/PhysRevE.74.036104
  24. Kim, Y. H., Social Network Theory, Parkyoungsa, 2003.
  25. Hanneman, R. A., "The Prestige of PhD Granting Departments of Sociology", Connections, 24, 68-77, 2001.
  26. Scott, J., Social Network Analysis: A Handbook. London: Sage, 2000.
  27. Scott, N. and Baggio, R. and Cooper, C., Network Analysis and Tourism from Theory to Practice,Cromwell press, 2007.
  28. Freeman, L. C., Social Network Analysis, London: SAGE, 2008.
  29. Song, Y. M., "The Applications and Challenges of The Social Network Analysis to Leisure Studies", Journal of Tourism Science, 32(4), 277-299, 2008.
  30. Kim, Y. M. and Kim, S. S., "Exploring Resource Exchange Networks of Convention Services Suppliers : An Application of the Social Network Theory", 34(8), 83-106, 2010.
  31. Park, K. S., "Senior Tourism in Social Network Structure -Exploratory Study-", The journal of tourism studies, 23(1), 126-146, 2011
  32. Park, D. H. and Choi, I. Y. and Kim, H. K. and Kim, J. K., "Social Network Analysis Using Booth Visiting Data", Korea Society of IT Services, 10(1), 25-46, 2011.
  33. Singapore Tourism Board. www.yoursingapore.com
  34. World Economic Forum. The Travel & Tourism Competitiveness Repeort 2013, 2013.
  35. Degenne, A. and Forse, M., Introducing Social Networks. London: Sage Publications. 1999.
  36. Cytoscape. Cytoscape User Manual, Retrieved from http://cytoscape.org/manual/Cytoscape2_8 Manual.html, 2012.
  37. Borgatti, S. P., Ucinet for Windows: Software for Social Network Analysis, Havard, MA: Analytic Technologies, 2002.
  38. Scott, N. and Cooper, C. and Baggio, R., "Destination Network: Four Australian Cases", Annals of Tourism Research, 35(1), 169-188, 2008. DOI: http://dx.doi.org/10.1016/j.annals.2007.07.004
  39. Nooy, D. Y., & Mrvar. A., & Batagelj. V., Exploratory Social Network Analysis with Pajek, Cambridge University Press, 2005. DOI: http://dx.doi.org/10.1017/CBO9780511806452
  40. Borgatti, S. P. and Halgin. D. S., "On Network Theory", Organization Science, 22(5), 1168-1181, 2011. DOI: http://dx.doi.org/10.1287/orsc.1100.0641
  41. Bhat, S. S. and Milne, S., "Network Effects on Cooperation in Destination Website Development", Tourism Management, 29(6), 1131-1140, 2008. DOI: http://dx.doi.org/10.1016/j.tourman.2008.02.010
  42. Easterby-Smith, M. and Lyles, M. A. and Tsang, E. W. K., "Inter-Organizational Knowledge Transfer: Current Themes and Future Prospects", Journal of Management Studies, 45(4), 677-690, 2008. DOI: http://dx.doi.org/10.1111/j.1467-6486.2008.00773.x