Hyperlink Network Analysis of a Tourism Destination

Hossein Raisi, Rodolfo Baggio, Llandis Barratt-Pugh, Gregory Willson

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)


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 and significant role in the destination network. The key implication for organizations and the industry as a whole is that education about the instrumental importance of hyperlinks could increase interconnectivity and therefore industry performance.

Original languageEnglish
Pages (from-to)671-686
Number of pages16
JournalJournal of Travel Research
Issue number5
Publication statusPublished - 1 May 2018


  • hyperlink network analysis
  • network structure
  • tourism destination
  • tourism websites
  • Western Australia

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management

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