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Analysing the Traveller Activities Network for Strategic Design: A Case Study of Baltimore, MD
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ENTER 2014 Research Track Slide Number 1
Analysing the Traveller Activities Network for Strategic Design: A Case Study of Baltimore, MD
Jason L. Stienmetz Daniel R. Fesenmaier
National Laboratory of Tourism & eCommerce School of Tourism and Hospitality
Management Temple University, Philadelphia, USA
ENTER 2014 Research Track Slide Number 2
Towards More Competitive Destinations• “Traveling the Network” has led to disintermediation
which threatens destination competitiveness• DMOs take new role as network managers with the
responsibility of designing the collaboration and cooperative efforts of the individual stakeholders that comprise a destination (Meriläinen & Lemmetyinen, 2011; Wang & Fesenmaier, 2007; Wang & Xiang, 2007; Zach & Gretzel, 2011)
• In particular, it is crucial for strategic network managers to recognize the patterns of traveler activities within a destination and how those activity patterns are translated into value (Shih, 2006; Woodside & Dubelaar, 2002; Zach & Gretzel, 2011).
ENTER 2014 Research Track Slide Number 3
Shifting the Paradigm of Destination Value Creation
ENTER 2014 Research Track Slide Number 4
The Destination Value System
ENTER 2014 Research Track Slide Number 5
Structure of a Destination Network
Each tourism destination can be operationalized as a network
– Nodes are destination touch points (supply side)
– Ties are resource exchanges
• Visitors (demand side)
Co-creators of Destination Value
ENTER 2014 Research Track Slide Number 6
Three Key Network Metrics
ENTER 2014 Research Track Slide Number 7
Case Study - Baltimore• Goal is to understand the structure and
relationships within the traveler activities network
• Data collection – online survey– 53,697 email contacts collected
between Jan 2007 and July 2013– 2,855 responses (5.4 % response
rate)– Sub-sample of 1,329 visitors
• Respondents were asked which of the 43 destination attractions they visited
ENTER 2014 Research Track Slide Number 8
Baltimore ActivitiesAttraction/Activity Frequency % planned % first visit Attraction/Activity Frequency % planned % first visit
A01: Basilica of the Assumption 6.9% 50.0% 75.6% A23: National Great Blacks In Wax Museum 2.4% 69.0% 41.4%
A02: Edgar Allan Poe Gravesite 7.3% 60.9% 70.1% A24: Port Discovery Children’s Museum 2.7% 68.8% 62.5%
A03: Ft. McHenry National Monument 24.8% 72.6% 70.6% A25: Museum of African American History 2.3% 46.4% 71.4%
A04: Frederick Douglas – Isaac Myers 3.1% 35.1% 75.7% A26: The Walters Art Museum 6.0% 64.8% 57.7%
A05: Maryland Science Centre 9.7% 61.2% 56.9% A27: Baltimore (First Mariner) Arena 3.4% 61.0% 51.2%
A06: Maryland Zoo 5.4% 75.0% 64.1% A28: Baltimore Symphony Orchestra 1.1% 61.5% 38.5%
A07: National Aquarium 34.2% 79.9% 53.2% A29: Bromo Seltzer Tower 1.6% 31.6% 78.9%
A08: Orioles/Camden Yards 28.3% 79.1% 46.0% A30: CenterStage 1.7% 13.6% 9.5%
A09: Sports Legends at Camden Yards 8.8% 57.1% 61.0% A31: Everyman Theater 0.5% 71.4% 64.7%
A10: Star-Spangled Banner Flag House 6.5% 41.0% 79.5% A32: Harborplace 38.1% 64.2% 42.8%
A11: USS Constellation/Historic Ships 20.5% 51.8% 61.6% A33: Hippodrome Theater 1.5% 44.4% 72.2%
A12: Washington Monument 13.0% 49.7% 55.5% A34: Power Plant Live 11.8% 41.8% 51.1%
A13: Top of the World Observation Level 8.5% 51.0% 68.6% A35: The Gallery Shopping Center 19.2% 43.2% 51.1%
A14: American Visionary Art Museum 7.1% 52.9% 68.2% A36: The Lyric 0.9% 54.5% 54.5%
A15: B&O Railroad Museum 5.7% 73.5% 51.5% A37: Fell’s Point Walking Tour 8.1% 38.1% 70.1%
A16: Babe Ruth Birthplace & Museum 5.5% 66.7% 65.2% A38: Heritage Walk Tour 2.7% 40.6% 68.8%
A17: Baltimore Museum of Art 6.1% 57.5% 60.3% A39: Mount Vernon Walking Tour 2.8% 54.5% 60.6%
A18: Baltimore Museum of Industry 2.0% 54.2% 83.3% A40: Spirit Cruises/Seadog 5.0% 55.0% 61.7%
A19: Civil War Museum 3.0% 33.3% 75.0% A41: The Original Fell’s Point Ghost Tour 1.5% 61.1% 72.2%
A20: Geppi’s Entertainment Museum 1.9% 43.5% 69.6% A42: Urban Pirates 1.3% 62.5% 75.0%
A21: Jewish Museum of Maryland 0.8% 66.7% 66.7% A43: Watermark Cruises 4.4% 48.1% 69.2%
A22: Maryland Historical Society 1.9% 47.8% 65.2%
ENTER 2014 Research Track Slide Number 9
Quantifying the Network
A B C D EA 1 0 1 1 0
A B C D E --> B 0 0 0 0 01 0 1 1 0 C 1 0 1 1 0
D 1 0 1 1 0E 0 0 0 0 0
Individual Matrix for Respondent X
Respondent X
Network Analysis Tools used: UCINET, Gephi, tnet for R
ENTER 2014 Research Track Slide Number 10
Summary Statistics
Key MetricsNumber of Nodes 43
Density .925
Most Central Nodes Haborplace
Least Central Nodes Everyman Theater
Highest Betweenness National Aquarium
Average Path Length 3.45
Number of Triads 4,084/12,341 (33%)
Most Popular Triad Fort McHenry + National Aquarium + Harborplace
Number of Clusters 8
ENTER 2014 Research Track Slide Number 11
Key MetricsNumber of Nodes 43
Density .925
Most Central Nodes Haborplace
Least Central Nodes Everyman Theater
Highest Betweenness National Aquarium
Average Path Length 3.45
Number of Triads 4,084/12,341 (33%)
Most Popular Triad Fort McHenry + National Aquarium + Harborplace
Number of Clusters 8
Summary Statistics
ENTER 2014 Research Track Slide Number 12
Key MetricsNumber of Nodes 43
Density .925
Most Central Nodes Haborplace
Least Central Nodes Everyman Theater
Highest Betweenness National Aquarium
Average Path Length 3.45
Number of Triads 4,084/12,341 (33%)
Most Popular Triad Fort McHenry + National Aquarium + Harborplace
Number of Clusters 8
Summary Statistics
ENTER 2014 Research Track Slide Number 13
Key MetricsNumber of Nodes 43
Density .925
Most Central Nodes Haborplace
Least Central Nodes Everyman Theater
Highest Betweenness National Aquarium
Average Path Length 3.45
Number of Triads 4,084/12,341 (33%)
Most Popular Triad Fort McHenry + National Aquarium + Harborplace
Number of Clusters 8
Summary Statistics
ENTER 2014 Research Track Slide Number 14
Attraction/Activity Wt. Degree
Wt. Betw.
Wt. Cluster Coeff.
A02: Edgar Allan Poe Gravesite 548 0 0.9724
A03: Fort McHenry National Monument
1411 46 0.9722
A10: Star-Spangled Banner Flag House
533 0 0.9730
A19: Civil War Museum 250 0 0.9901
A43: Watermark Cruises 302 0 0.9766
Cluster 1
ENTER 2014 Research Track Slide Number 15
Cluster 2
Attraction/Activity Wt. Degree
Wt. Betw.
Wt. Cluster Coeff.
A06: Maryland Zoo 397 0 0.9688
A14: American Visionary Art Museum
461 0 0.9721
A17: Baltimore Museum of Art 431 0 0.9647
A22: Maryland Historical Society
204 0 0.9755
A28: Baltimore Symphony Orchestra
81 0 0.9761
ENTER 2014 Research Track Slide Number 16
Cluster 3
Attraction/Activity Wt. Degree
Wt. Betw.
Wt. Cluster Coeff.
A05: Maryland Science Center 718 0 0.9695
A07: National Aquarium 1780 298.5 0.9688
A13: Top of the World Observation Level
670 0 0.9717
A24: Port Discovery Children’s Museum
190 0 0.9727
A34: Power Plant Live 862 0 0.9687
A42: Urban Pirates 96 0 0.9744
ENTER 2014 Research Track Slide Number 17
Cluster 4
Attraction/Activity Wt. Degree
Wt. Betw.
Wt. Cluster Coeff.
A08: Orioles/Camden Yards 1417 162.5 0.9675
A09: Sports Legends at Camden Yards
648 0 0.9737
A16: Babe Ruth Birthplace & Museum
461 0 0.9759
A20: Geppi’s Entertainment Museum
155 0 0.9819
ENTER 2014 Research Track Slide Number 18
Cluster 5
Attraction/Activity Wt. Degree
Wt. Betw.
Wt. Cluster Coeff.
A01: Basilica of the Assumption 475 0 0.9722
A11: USS Constellation/Historic Ships
1289 3 0.9751
A37: Fell’s Point Walking Tour 555 0 0.9707
A39: Mount Vernon Walking Tour
229 0 0.9779
ENTER 2014 Research Track Slide Number 19
Cluster 6
Attraction/Activity Wt. Degree
Wt. Betw.
Wt. Cluster Coeff.
A12: Washington Monument 839 6 0.9691
A15: B&O Railroad Museum 434 0 0.9672
A18: Baltimore Museum of Industry
193 0 0.9756
A26: The Walters Art Museum 434 35 0.9718
A29: Bromo Seltzer Tower 158 0 0.9851
A33: Hippodrome Theater 117 0 0.9645
A36: The Lyric 82 0 0.9631
ENTER 2014 Research Track Slide Number 20
Cluster 7
Attraction/Activity Wt. Degree
Wt. Betw.
Wt. Cluster Coeff.
A27: Baltimore (First Mariner) Arena
249 0 0.9683
A30: CenterStage 130 0 0.9665
A31: Everyman Theater 44 0 0.9692
A38: Heritage Walk Tour 266 0 0.9638
A41: The Original Fell’s Point Ghost Tour
131 0 0.9640
ENTER 2014 Research Track Slide Number 21
Cluster 8
Attraction/Activity Wt. Degree
Wt. Betw.
Wt. Cluster Coeff.
A04: Frederick Douglas – Isaac Myers
239 0 0.9781
A21: Jewish Museum of Maryland
48 0 0.9983
A23: National Great Blacks In Wax Museum
144 0 0.9882
A25: Museum African American History
231 0 0.9549
A32: Harborplace 1864 396 0.9695
A35: The Gallery Shopping Center
1098 0 0.9709
A40: Spirit Cruises/Seadog 342 0 0.9681
ENTER 2014 Research Track Slide Number 22
Conclusions• Deconstruction of the networks can inform the DMO of potential
gains that can be made through strategic destination design, including the formation of new, innovative, and strategic collaborations
• Metrics and visualizations are very useful in identifying patterns in visitor movement, key stakeholders, clusters of stakeholders, and also where key relationships are missing
• Future research will utilize “Big Data” to develop other metrics and to describe structure of value creation in real time
ENTER 2014 Research Track Slide Number 23
Thank You
Any questions or comments?