Evolution and Driving Mechanism of Tourism Flow Networks in the Yangtze River Delta Urban Agglomeration Based on Social Network Analysis and Geographic Information System: A Double-Network Perspective

Abstract

This study’s purpose was to analyze the network structural characteristics, nodal roles, spatial structure, and evolution laws from the dual network perspective, and apply the Quadratic Assignment Procedure (QAP) to conduct correlation analysis and regression analysis on the influencing factors of tourism flow networks in the Yangtze River Delta urban agglomerations. Using a mixed-method of social network and spatial analysis, Ucinet and ArcGIS software were used to comprehensively analyze the nodes in the travel routes covered in travel notes. The results show that the density of tourism flow network increases on the whole, while the spatial difference decreases, and the overall network density value is much lower than the average of the network density of provinces. Degree centrality, closeness centrality, betweenness centrality and the core–periphery structure analysis were used to examine the tourism function, distribution function, connection function and the position of nodes in the network, and nodes were divided into various types of roles according to their function. Meanwhile, the role changes of each node in different periods were also investigated. This study also builds an evaluation model of the influencing factors of the evolution of tourism flow network structure and uses QAP to find that the tourism network is affected by factors such as tourism resource endowment, transportation convenience, economic development level, tourism reception and service capacity. The research results are helpful for the Chinese government and tourism enterprises to understand the spatial behavior of tourists and its evolution rules, and to clarify the role and status of node cities in the tourism flow network and their influencing factors. It is of great significance for the formulation of joint marketing measures and promotion of the sustainable development of tourism in the Yangtze River Delta urban agglomeration.