Integrative Approach From Tourist Information Search and Offline Visit to Information Sharing and Destination Network Analysis

• In Event: Social Media, Marketing, and Consumer Studies

Abstract

We have examined the integrated cycle of tourist behaviour from online information searches and offline visits to post-visit photo-sharing. This study took a webometric approach to collect social data and used a generalized estimating equation model for longitudinal data. Correlation analysis, longitudinal panel analysis, and regression analysis were conducted. The hit count estimates of search engines and social media correlated with the number of offline visits, and offline visits somewhat correlated with the frequency of post-visit photo-sharing. The increase in the number of search results of search engine and Facebook postings affected the number of offline visits to tourist sites. Offline visits and social media postings influenced photo-sharing behaviours. We investigated the structure of the destination network.

Authors

• Mikyung Lee, YeungNam U

• Ho Young Yoon, Korea University

• Han Woo Park, YeungNam U