초록 열기/닫기 버튼
The purpose of this research is to analyze tourism information search patterns and diameters of network by means of social network analysis using data collected from domestic Twitter users. This research is an initial example of network-leveled analysis of tourism information sharing behaviors among SNS users in Korea. The first part of analysis dealt with the network centralization and information dissemination patterns from a global perspective. the second part was an analysis of nodes with the highest degree centrality in order to identify the most influential users within the Twitter network and determine the information flow and user characteristics with respect to the information dissemination pattern. The results, first, showed a relatively low degree centrality, which means that the information flow and sharing patters is concentrated by a few nodes(Twitter users). Second, the diameter indicating the degree of information dissemination showed a value of 7 degree, which means the efficiency of the information dissemination is low. Third, most of the nodes generally produce information in accordance with low average deviation of out-degree among nodes. Finally, betweenness centrality indicates rapid diffusion of information and Twitter spreads information by retweet, which means that information can be spreaded faster and more efficiently by tourism businesses and Twitter users with influence. It turned out to be the KTO, a celebrity twitter, and an individual who deals with social issues, who had the most influences in terms of the centrality. Practical implications for destination marketers were presented as well.
키워드열기/닫기 버튼
Social Network Analysis, Tourism Information Search, Social Media, 트위터
