This study aims to interpret the relationships among the various actors (human including residents, tourists, artists, and so on, and non‐human environments including blogs, topographical features, and destination images) at a tourist site, in which those actors come together. Using the perspectives of actor‐network theory, the research observes how networks surrounding destinations are formed and changed by human and non‐human actors. It was discovered that once a tourism‐industry‐directed network had been newly introduced, the actors actively participated in network activities to achieve continuing benefits greater than those that would have been possible without this network.