Network characteristics of drive tourism destinations: An application of network analysis in tourism

This study presents a quantitative method for investigating the network characteristics of drive tourism destinations with the help of methodologies derived from the network analysis, which offers numerous techniques and indicators through measuring the links among nodes to demonstrate the structural patterns of connected systems. More precisely, this investigation acquires the structural configuration of each destination within a particular area by measuring the indicators of network analysis, including degree centrality, closeness centrality, betweenness centrality and structural holes. Then, this study empirically tests a sample of drive tourists taken from 16 destinations in Nantou, Taiwan, and suggests the appropriate tourist facilities and services of each particular destination based on the structural characteristics relating to its network position on various touring routes. A number of recommendations are made regarding the location and type of tourist facilities to be offered and promoted based on the results of the network analysis.