Tourism and Travel Commons^™

Hyperlink Network Analysis Of A Tourism Destination, Hossein Raisi, Rodolfo Baggio, Llandis Barratt-Pugh, Gregory Willson

Research outputs 2014 to 2021

Hyperlinks critically impact the online visibility of a tourism destination and the effectiveness of information flow between tourism organizations and enterprises on the Internet. This study investigates the hyperlink network of the tourism industry in Western Australia. Network analysis is applied to explore, analyze, and visualize this network of 1,515 tourism websites. Several dimensions of network structure are examined, and the results indicate that the hyperlink network of this destination has a very sparse, centralized and hierarchical structure, and that the websites tend to form communities based on their geographical locations. Public tourism organizations and information services play a central …