Spatial movement patterns among intra-destinations using social network analysis Abstract: To explore popularly visited tourist locations, travel movement patterns, and movement points, this study collected samples of 321 Chinese tourists and 337 Japanese tourists who were visiting major tourist destinations in Seoul and its vicinity in South Korea. Results of analyzing movement patterns showed that Japanese tourists tend to be clustered around popular attractions, whereas Chinese tourists tend to spread over a larger area of attractions. Some specific shopping and amusement attractions were the locations most popularly visited by both groups. The start points and end points in the two groups’ itineraries were dissimilar overall, even though their patterns were similar in regard to major preferred tourist attractions. Thus, the findings of this study have the potential to contribute to understanding spatial mobility in a tourism destination through tracking tourists’ movement patterns.
Keywords: attractions; social network analysis; movement; centrality; intra-destination mobility
An integral part of tourism travel is the ability to move to and within destination. On one hand, inter-destination movement behaviors are reflections of bilateral or multi-lateral international relationships (Balli et al., 2016; Dai et al., 2017; Gokovali et al., 2007; Kim et al., 2009; Kim et al., 2016; Kim & Morrison, 2005; Kim et al., 2016; Prideaux & Kim, 1999; Timothy & Kim, 2015). At the local level, however, the ability to move within a destination is an indispensable reflection of the destination’s design and planning, diversity of attraction and activities, and the spread of tourism resources (Lau & McKercher, 2006). Intra-destination trips allow tourists to visit multiple sites within one location (Kang, 2016; Lau & McKercher, 2006). However, spatial movement in the context of intra-destination mobility has stimulated an interest to only few researchers (e.g., Lew & McKercher, 2006; Mckercher & Lau, 2008). In basic terms, spatial movement implies an intersection or interrelation between multiple elements or objects. Social network analysis is applicable to the investigation of tourists’ spatial movement patterns within a specific city or region. It is particularly valuable Pacific Journal of Tourism Research, 23:8, 806-822. This is an Accepted Manuscript of an article published by Taylor & Francis in Asia Pacific Journal of Tourism Research on 10 Jul 2018 (published online), available at: http://www.tandfonline.com/10.1080/10941665.2018.1493519 .
for joint marketing and tourism course development. Specifically, meaningful data regarding tourism in cities and regions, gained from analyzing the behavioral characteristics of individual tourists, would be valuable for the development of new tourism courses and marketing efforts among different regions and tourist destinations. Meanwhile, a few previous studies related to multi-destination trip be