Title

Hyperlink network analysis of a tourism destination

Document Type

Journal Article

Publisher

SAGE Publications

School

Centre for Innovative Practice / School of Business and Law

RAS ID

25432

Comments

Originally published as: Raisi, H., Baggio, R., Barratt-Pugh, L., & Willson, G. (2017). Hyperlink Network Analysis of a Tourism Destination. Journal of Travel Research. Advance online publication. doi:10.1177/0047287517708256 Original article available here.

Abstract

Hyperlinks critically impact the online visibility of a tourism destination and the effectiveness of information flow between tourism organizations and enterprises on the Internet. This study investigates the hyperlink network of the tourism industry in Western Australia. Network analysis is applied to explore, analyze, and visualize this network of 1,515 tourism websites. Several dimensions of network structure are examined, and the results indicate that the hyperlink network of this destination has a very sparse, centralized and hierarchical structure, and that the websites tend to form communities based on their geographical locations. Public tourism organizations and information services play a central and significant role in the destination network. The key implication for organizations and the industry as a whole is that education about the instrumental importance of hyperlinks could increase interconnectivity and therefore industry performance.

DOI

10.1177/0047287517708256

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