Investigating the effect of interactive maps on tourist perceptions using network analysis
Interactive tools have to some extent been implemented on destination websites. This paper tests whether the inclusion of a specific interactive tool, namely an interactive, themed map, influences the likelihood to consider places that appear on the map together when planning a trip to the area. Network analysis techniques were used to analyze the data and the results indicate that there is indeed strong evidence for the interactive map influencing perceptions. Implications for theory and destination marketing practice are discussed.