Finding Hotel and Tourism Expert through Social Network Analysis

Abstract

In world of tourism, mainly in this age of technology, the entrepreneurs should make a digital marketing, thereby could reach a larger market, gained a new customer easier, and maintained an existing customer loyalty. One of the examples of the digital marketing media is TripAdvisor. TripAdvisor is an online medium for entrepreneurs in tourism industry to market his/ her product or service. Even though TripAdvisor is one of the largest place for travellers to get some information regarding hotel, restaurant, and travel destination, but in the website someone was found making a fake review & commenting its competitors to attack each other. On the other hand, not just the business owner, the comment that isn't corresponding and considered overboard with TripAdvisor policy, will be deleted. The aim and result from this research is to find a key player and hotel & tourism community through Twitter, therefore found some referenced and trusted account for the travellers to gain an information surrounding hotel & tourism, without completely rely on Trip Advisor.

                The data gathering method in this research was using a technique called data crawling (social network analysis), through Twitter. Then the data was cleaned, so the left was just actors and target that are relevant with the research goal, after that process, the data accounts modelled in a graphic, thus formed a tourism community pattern and found some accounts that can be trusted & have an information surrounding hotel and tourism.