Research on Network Governance Model in the Cooperation of Tourism Destination in Shaanxi Province-Social Networking Perspective

Governance is an important way to build effective cooperative relations in the competition to obtain strategic advantages. Based on previous studies more focus on formal relationship "bilateral cooperation", ignore the network context, cooperation between tourist destination often on informal relationship, and constantly in the interactive relationship between the multilateral evolution and refactoring. Therefore, it is of great strategic significance to explore the mechanism of destination governance from the perspective of network. The results of social network analysis show that the centrality and agglomeration play an important role in identifying the cooperation advantages of tourist destinations in the network. For destination consciously adjust and reconstruct their online activities to gain strategic advantage, and competition relationship of regional tourism cooperation and integration provides a theoretical guidance and decision-making reference.