소셜 네트워크 분석을 적용한 외래 개별관광객의 다(多) 관광지 관광행동에 대한 이해: 경기도 관광지를 대상으로

This study aims to examine multiple destination tour behavior among inbound FIT(free independent tourists) to Gyeoggi-do through SNA (social network analysis) using the 2014 Gyeonggi-do international visitor survey data. The visit patterns of each individual tourist generated directional (e.g., by visiting sequence) data for SNA, and were converted into relation data matrix by means of Ucinet, a software program. The first part of SNA focused on tourism destination network density from the whole network perspective. A relatively low network density score was found, meaning that the Gyeonggi-do networks have rather low levels of connectivity among its sub-destinations. The second part of analysis focused on tourism destination network centrality (e.g., betweenness centrality, closeness centrality, degree centrality) from the nodes (each tourism destination) perspective. The degree centrality score indicated that several tourism destinations of high in-degree and out-degree centrality scores existed in the tourism destination network. Also, the closeness centrality score indicated that different tourism destinations of high in-closeness and out-closeness centrality score were presented in the network. In addition, this study identified some nodes (destinations) with high betweenness centrality score, which indicates the mediating role a particular node (destination) plays connecting two different destinations. By the analysis of entire networks where multiple sub-destinations are connected and each destination plays a certain type of role within the network, the results of the study provide researchers and destination marketers with critical insights and directions. Further, academic contribution and practical implications were discussed in detail.