Social network analysis in tourism services distribution channels

• Application of social network analysis is still new in tourism services distribution channels research.
• The application of Organizational Risk Analysis software is believed to be the first in tourism.
• The results show the network communications pattern between tour operators and travel agencies.
• The ORA software shows the intensity of cooperation and cohesion of the network dynamics.

Application of network analysis in tourism research is relatively new, especially in the study of tourism services distribution channels. Network analysis is employed to investigate the structure and pattern of relationships between actors in a network. This paper applies NA with Organizational Risk Analysis software to analyse tourism services distribution channels. The data is collected from a major tour operator in Hanoi and its travel agent network. The results of the research show the pattern of the network between tour operators and travel agencies; and between tour operators. Network analysis also reveals the cooperation and cohesion of the network as well as the network dynamics between the case study tour operator and its travel agencies over a period of time.