sustainability Article Social Network Analysis as a Valuable Tool for Understanding Tourists’ Multi-Attraction Travel y Behavioral Intention to Revisit and Recommend Deukhee Park 1, Gyehee Lee 2,* , Woo Gon Kim 1 and Taegoo Terry Kim 3 1 International Center for Hospitality Research & Development, Dedman School of Hospitality, Florida State University, Tallahassee, FL 32306, USA;
[email protected] (D.P.);
[email protected] (W.G.K.) 2 College of Hotel and Tourism, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea 3 Center for Converging Humanities, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea;
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[email protected]; Tel.: +82-2-961-0863 This paper is excerpted from the doctor’s thesis of the first author (2015). y Received: 15 February 2019; Accepted: 18 April 2019; Published: 29 April 2019 Abstract: In order to better understand tourists’ multi-attraction travel behavior, the present study developed a research model by combining the social network analysis technique with the structural equation model. The object of this study was to examine the structural relationships among destination image, tourists’ multi-attraction travel behavior patterns, tourists’ satisfaction, and their behavioral intentions. The data were gathered via an online survey using the China panel system. A total of 468 respondents who visited multiple attractions while in Seoul, Korea, were used for actual analysis. The results showed that all hypotheses are supported. Specifically, destination image was an important antecedent to multi-attraction travel behavior indicated by density and degree indices. In addition, the present study confirmed that density and degree centrality, the indicators of tourists’ multi-attraction travel behavior, were positively related to tourist satisfaction.