Influence of interactive thematic maps on tourist perceptions: a network analysis

Chung, Jin Young, Anuar, Faiz I., Go, Hanyoung and Gretzel, Ulrike (2011) Influence of interactive thematic maps on tourist perceptions: a network analysis. Journal of Hospitality and Tourism Technology, 2 3: 216-234. doi:10.1108/17579881111173767


Author Chung, Jin Young
Anuar, Faiz I.
Go, Hanyoung
Gretzel, Ulrike
Title Influence of interactive thematic maps on tourist perceptions: a network analysis
Journal name Journal of Hospitality and Tourism Technology   Check publisher's open access policy
ISSN 1757-9880
1757-9899
Publication date 2011-01-01
Sub-type Article (original research)
DOI 10.1108/17579881111173767
Volume 2
Issue 3
Start page 216
End page 234
Total pages 19
Place of publication Bingley, W Yorks, United Kingdom
Publisher Emerald Group
Language eng
Formatted abstract
Purpose – The purpose of this paper is to test if and how interactive thematic maps can encourage the formation of tourists' perceptual maps of attractions in a destination.

Design/methodology/approach – Data were derived from 365 online trip planners generated by users of the Amish Country web site from 1 August 2007 to 31 July 2008. Given the nature of the data set, network analysis techniques were used to analyze the data.

Findings – Network analysis findings demonstrate that the things to do (TTD) included in the interactive Heritage Trail map were more frequently bundled together in the saved trip plans than TTDs included in other sections of the web site. Further analysis suggests that some additional non-Heritage TTDs could be included in the Heritage Trail map due to their perceptual proximity.

Practical implications – The findings provide evidence that interactive maps on web sites can play an important role in tourists' planning behavior, which has significant implications for online tourism marketing. The findings also provide insights as to how online behavioral data can be used to derive marketing intelligence.

Originality/value – This study contributes to the theoretical development of the role of interactive maps in travel planning and also illustrates the usefulness of network analysis for investigating tourism-related issues. 
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Wed, 26 Mar 2014, 22:20:01 EST by Karen Morgan on behalf of UQ Business School