Using big data and social network analysis for cultural tourism planning in Hakka villages

Traveling in a Hakka village, the tourist can feel the culture of the Hakka in Taiwan and see traditional drama, artwork, handicrafts, and foods. The current trend in tourism planning is to incorporate online word of mouth into route design. This paper aims to examine common characteristics of Hakka village tourism development, identifying the need for planning and offering a model of the directions planning might take. It begins with big data collection of the online service and combines that with social network analysis. The results indicated that tourism planning with user's online search strategy will provide a better and more precise tour service. It is suggested that the government should set up the tour service center at the location identified as being in the structural hole of the tourism network. As cultural tourism continues to expand, big data applications will offer new opportunities and challenges to tourism planning.