Title:	Visitor flow analysis in a tourism destination using a small data approach: a case study of the Košice region
Authors:	Randuška, David
Citation:	Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2023, roč. 13, č. 2, s. 72-79.
Issue Date:	2023
Publisher:	Západočeská univerzita v Plzni
Document type:	článek article
URI:	http://hdl.handle.net/11025/55339
ISSN:	2788-0079
Keywords:	tok návštěvníků;turistická destinace;prostorová analýza;chování turistů;destinační management
Keywords in different language:	visitor flows;tourism destination;spatial analysis;tourist behaviour;destination management
Abstract in different language:	This research paper provides a comprehensive understanding of visitor flows within a tourist destination through the lens of network analysis. Data for the analysis was collected through a questionnaire survey, where respondents provided insights into the specific places they visited during their stay in the destination. The total number of respondents was 276. The study used network analysis methods to map and visualise the connections between different tourist locations, ultimately producing a topographical map that depicts the complex patterns of visitor movement. For the purposes of network analysis, a software called Gephi was used. The main purpose was to demonstrate one of the many ways of identifying visitor flows in a tourist destination using small data obtained from a questionnaire survey on a case study of the Košice Region. The results, presented visually on a topographic map, provide a detailed view of the interconnectivity between different tourist locations within the destination. The network analysis highlights key nodes, popular routes and potential areas for further development within the destination. Visitor flow analysis can tell us where, in what numbers and at what times visitors stay in the destination being studied. If we combine it with other data, such as socio-demographics, satisfaction levels, spending habits, accommodation preferences, modes of transport used, activities and attractions visited, etc., we can turn this analysis into a strategic tool for managing and developing the destination from a business perspective. By strategically positioning themselves along popular routes, businesses can increase their visibility and attract a higher volume of potential customers. In addition, identifying underexplored areas offers businesses the opportunity to pioneer new experiences and diversify the services offered within the destination. Furthermore, analysing visitor flows can contribute to the sustainability of tourism.
Rights:	© Západočeská univerzita v Plzni
Appears in Collections:	Číslo 2 (2023) Číslo 2 (2023)

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