Social network analysis in tourism services distribution channels

Application of network analysis in tourism research is relatively new, especially in the study of tourism services distribution channels. Network analysis is employed to investigate the structure and pattern of relationships between actors in a network. This paper applies NA with Organizational Risk Analysis software to analyse tourism services distribution channels. The data is collected froma major tour operator in Hanoi and its travel agent network. The results of the research show the pattern of the network between tour operators and travel agencies; and between tour operators. Network analysis also reveals the cooperation and cohesion of the network as well as the network dynamics between the case study tour operator and its travel agencies over a period of time