Comparative Analysis Of Virtual Tourist Flow From Shanghai Nanjing And Hangzhou Basing On The Social Network Theory

Tourist flow is one of important interactive way between touristsources and destinations. With the development of domestic tourism,tourist flow presents obvious character of network throughagglomeration and diffusion, and, as a new way of spatial organization,network of tourist flow has draw many experts attention. Hithertoresearch achievements focus on static qualitative analysis, lacking ofdynamic quantitative analysis.In recent years, the method of social network analysis has beenintroduced into tourism studies.It can describe the structural forms andthe characteristics of networks from a microcosmic perspective,whichhelps to improve tourism flow study.This paper takes Yangtze river deltaas research scope,established tourist-flow-network models fromShanghai, Nanjing and Hangzhou.Then makes a comparative analysisof tourist-group-flow-networks from the three districts by the socialnetwork theory,which offers network density index and nodes centralityindex.It is concluded that the density of three networks were around0.1,which indicates the tourism itinerary products in the tourism marketof Shanghai, Nanjing and Hangzhou are not diversified.Meanwhile,thepath of tourism itineraries from the three districts can be divided intotwo kinds,the singer destination routes and multi-destination lines.Thenumber of tourism itinerary from Shanghai,Nanjing and Hangzhou tosinger destination are all over78%.That was to say,the tourist groupflows of all the three districts are take singer destination itinerary aspriority. Based on the calculation of nodes centrality index,we candefinite the roles of different nodes in a network.It was found thatHangzhou is the most important tourism destination city to tourist groupsfrom both Shanghai and Nanjing;while Nanjing is also an importantdestination to Shanghai tourist groups,but it lacks attraction to Hangzhou team tourists;however, as a tourism destination,Shanghaiwas not welcomed by either Hangzhou or Nanjing tourist groups as theother two cities. According to the results，the paper appeals to thedecision makers for the significance of construction in tourismdestinations, so that we can produce more abundant tourism products.This paper also suggests to develop more line products for depthtourism,so as to meet the demand of tourists from Yangtze river delta.At the same time, Nanjing should pay attention to the development oftourism market in other provinces. As an international metropolis,Shanghai can attract tourists with the outstanding urban tourismresources, and try to play the role of tourist flow intermediary city well,using the advantage of located at the junction of Jiangsu and Zhejiangprovinces.