Solo Travelers’ Cultural Destination Decisions: A Network Analysis in Hoi An City

Abstract

A network study of the ability or tendency to choose cultural destinations provides a clearer understanding of the current situation and needs of tourists regarding cultural tourism products and services, the most popular sightseeing routes or “forgotten” destinations. This article investigates the survey results from 185 solo travelers and employs Gephi 9.2 software to find out the value of nodes, edges and the connectivity between cultural destinations in Hoi An. Of the 15 tourist destinations characterized as the most prominent heritage destinations in Hoi An, only 8 are the most attractive: Chua Cau, Chua Ong Hoi An, Quan Thang Ancient House, Van Thang Temple in Cam Pho, Minh Huong Phat Tu, Son Pho Communal House, Phuc Kien Assembly Hall, Quang Dong Assembly Hall. The combination of promoting destination information on the media and cultural events is considered a solution to attract the attention of solo travelers. In addition, the development of special tourism promotion programs targeting this group of visitors should consider offering all-inclusive product packages and promotional opportunities to spread the opportunity to the destination more effectively. These can be considered as the main recommendations to increase the attraction of tourists to Hoi An's cultural tourism in the coming time.