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

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.

Influence of Internet On Tourism Consumer Behaviour: A Systematic Review

“…Moreover, several significant decisions such as restaurants or sites to visit are made in the site because of the role of technology as a facilitator of information. These results support the analysis of Chung et al (2011) who studied the influence of online content such as interactive maps in tourism consumer behaviour. Network analysis demonstrated that interactive maps increase the perceptions of engagement and trip planning in heritage activities more than traditional list displays.…”

Progress on technology use in tourism

“…Özturan and Roney (2004) examined the Internet use of travel agencies in Turkey, and found that their websites did not have the interactive features required for Internet marketing. Young Chung et al (2011) explored the use of interactive thematic maps on tourist perceptions, using a network analysis. They found that interactive maps can play an important role in tourists’ planning behaviour, and for online tourism marketing.…”

Perceived Affordances and Regret in Online Travel Agencies

“…A room product with conspicuous notifications of a high discount rate and room recommendation rating appears to be a seductive option. As a result, customers are induced to click on the product and to make an immediate purchase (Young Chung et al 2011; Barreda and Bilgihan 2013). In the case of hidden affordance, the findings indicate that the intended lack of information increases the urge to buy.…”

“…When all the rooms on a certain day are sold out, customers can no longer consume that product (Smith et al 2015). Perceived sell-out risk generates a feeling of product scarcity, and the anxiety of missing out on a deal encourages customers to immediately make purchasing decisions (Young Chung et al 2011; Sigala 2013).…”